“China, not the U.S., is the most important country to watch as it relates to social and mobile.” —— James Gross
This article talks about how to use WeChat to do business in China. As WeChat dominates 82% market share of mobile messaging in China, it’s time for global companies to use WeChat to do business in China (Gordian, 2014). If you don’t do it, your competitors will do it and then you will fall.
#1: Registering an WeChat official account
The first thing a company needs to do is to open an official business account. It may cost your at least one week to get verification but before that you can still communicate with your consumers. Here is the English version to register your official account: How to register a WeChat Official Account.
Once you open your WeChat official account, you can send group messages, open online visual stores to sell or promote your products and collect data about your followers.
#2: It’s all about content marketing
The next step is to create attractive contents. One WeChat official account can open five categories, you need to decide how many categories you want, what kind of information you want to share with your consumers.
Simply introducing or selling your products is a waste of time. Consumers can unfollow or even block you if they receive too many ads from your account. The smart way is to combine sales with company’s history, culture, and product introduction. Instead of persuading consumers to buy your products, you can make sales more attractive by linking to hot topics and creating stories for your products.
Posting frequency is another important thing. Posting every day may be too much. Trust me, no one wants to see a brand sending too much boring stuff every day. Once a week or two weeks is an ideal frequency. To learn more about WeChat content strategy, check out 3 best practices for WeChat Marketing.
#3 Drive business from online to offline
One more function WeChat has is to drive business from online to offline. You can launch Call-to-Action (CTA) to promote sales, new store openings, and other online events to drive people to physical stores. For example, you can release special deals or VIP cards for your followers if they go to physical stores to buy products. You can also coorperate with celebrities and key opinion leaders (KOLs) and release news on WeChat to drive consumers from online to offline.
Now, it’s your time to use WeChat to boost your business.
Photo credits: Kenneth Rapoza, Guido Ghedin