WeChat was developed with the mission for connecting everything. But most significantly for Chinese eCommerce, it is slowly but surely producing a cashless economy in China.
Though known as WeChat outside China, its domestic product is known as WeiXin, and contains far more useful features. A hugely popular lifestyle app with 768 million daily users, WeChat allows people to pay bills, order takeout, shop online and interact on social media all in the same place. Its massive success makes it a crucial element of any social media strategy in China. For maximum impact, here are three secrets to success to make sure your chats with users develop into lasting relationships.
1. START RIGHT ON WECHAT
There are two different versions of WeChat for overseas and Chinese users. If you want to connect with Chinese users, you will need a domestic account. Although Chinese users can search for overseas accounts, they can’t follow them, which means your reach will be limited from the get-go. But getting a domestic account can be easier said than done. You will need an official business account. To get this, you need to prove you are a legal entity registered in China and supply WeChat with your business license and other relevant documents before you can begin.
It can be tempting to cut corners in this lengthy process. However, this is not a good idea, given many Chinese users have been burned in the past by untrustworthy, low-quality domestic products. While it may take longer, it’s worth going through the process of getting a domestic account rather than having your reputation potentially damaged before even getting started.
2. DEFINE YOURSELF
Users follow accounts for two primary reasons: they’re either looking for content or solutions to their issues. First, you need to decide which type of account you want: a subscriptions account for content, or a services account for customer service. Choose wisely because this decision is irreversible – however, you can open up to 50 different accounts to suit the various divisions of your business.
Without a vision, follower traction will fade. If you’re sharing content, then make sure it’s high-quality and posted regularly. If you’re promising excellent customer service, then make sure it’s fast, reliable and dependable. This will make sure your followers stay engaged.
3. MAKE FRIENDS
WeChat is a personal form of social media based on small group interactions, so communication with your target audience needs to be personalized and carefully tailored.
Look at WeChat as a customer management tool that focuses on providing good customer service and interesting, relevant content that builds relationships with your users. As you get to know them, you can then send tailored information and encourage them to share with their friends.
Consider fusing online and offline content to promote your brand. Add a QR code to your print material and website to draw people to your WeChat page, which can turn real fans into virtual ones.
WeChat advertising is another possibility, either appearing on users’ Moments page or at the bottom of articles. You can also send push notifications to users.
In terms of audience insights, WeChat provides basic user information like gender and language and saves conversations between businesses and users. This allows you to create relevant and tailored content targeted at the right people so that users will return to your page again.
Successful marketing on WeChat requires proper setup, as well as a personalized and defined brand and strategy for building loyal relationships with users. Making campaigns on WeChat personal, engaging and shareable has helped clients reach Chinese users in a memorable and effective way.