Case Study: How WeChat Marketing Increases B2B Brand Awareness in China

The Brief

Nilfisk needed greater brand awareness in China through social media marketing. Our role is to define their digital marketing strategy. The first step is to increase brand awareness through WeChat public account. We took over the management of Nilfisk's WeChat official account since February 2020. Before this, posts were not regularly sent and all the data indicated that the operation was unpromising.

The Client

Nilfisk offers an extensive range of premium cleaning products and a trusted aftermarket offering to the professional market.

Their main product lines are floorcare equipment, vacuum cleaners, and high pressure washers, and a wide range of domestic vacuum cleaners and high pressure washers to consumers worldwide.

Headquartered in Denmark, Nilfisk has set up sales companies in over 40 countries and regions. Supported by the strong distribution network, Nilfisk's products are sold in over 100 countries. It also has production facilities in Asia, Europe, and America.

Nilfisk Digital Marketing Strategy

The main purposes of online digital marketing for B2B enterprises are to attract, engage, maintain, and further convert traffic into our potential/final customers.

Below are two typical categories of traffic.

1. Public traffic (source: advertisements, PR campaigns, e-commerce platforms, and search engine optimization)
2. Private traffic (source: social media, website, E-mail marketing and search engine marketing)

The main strategies of Nilfisk's online digital marketing cover website, social media, data tools, and omnichannel exposure.

1. Website — company news, product information and entrance for potential customers to leave their information
2. Social media — latest information, content outreach, and customer service
3. Data tools — online data analysis tools (fan behavior, CRM, etc.)
4. Omni-channel exposure — news feed ads, SEM & SEO, social media paid advertising

The current status of Nilfisk's Social Media

WeChat official account is the main platform, supplemented by Weibo and TikTok.

Position of WeChat official accounts in the Chinese market: WeChat is of vital importance in terms of creating and acquiring potential customers, converting customer needs, and maintaining customer loyalty in China.

Nilfisk’s WeChat Official Account Operation Strategies and Content Themes (The Output Process)

1. Content marketing — keep fans interested
2. Online activities — attract more followers
3. Form function — get more quality sales leads
4. Subscription encouragement — share, forwarding, likes, and comments
5. Data analysis — fans analysis, contents and activities optimization
6. Experience improvement — menu optimization, catalog upgrade, and interactive support

Content Strategies for Nilfisk’s WeChat Official Account

1. General content — hot topics and national holidays
2. Brand-related content — brand history and corporate social responsibilities
3. Product-related content — product articles, technical articles, industry knowledge, case study, and service-related
4. Activity-related content — new product launches, activity reports and promotions
5. Distributor — distributor news

Our services for Nilfisk

1. Social media strategy: social media positioning and operation consulting
2. Redesign: redesign the key visual of social media accounts based on the brand’s VI, and design the images to be pushed on WeChat
3. Content output: write original articles, design the layout of articles, and edit H5/video
4. Account management: collect sales leads, respond to feedback, and set up menus at the bottom of the account page

The Result

Enhance brand awareness through reposting on WeChat Moments. The reposting amount has increased by 643%, and post views by 413%. Meanwhile, the follower growth rate has reached 3.57%. A significant rise has been seen in private traffic. Besides, the engagement rate has been upped 649%, indicating enhanced interaction with fans and improved fan activity.