WeChat isn't just an app; it's a lifestyle in China.
According to Statista, WeChat has 1.3 billion monthly active users in 2024.
It is equal to about 80 percent of China’s total population.
Imagine having one platform where you can engage, educate, and convert your prospects.
That's the potential WeChat brings to the table.
Align with Your Business Strategy
Your WeChat marketing strategy should mirror your overarching business goals.
Defined your unique value and target audience.
Perfect. Let’s bring that blueprint to WeChat.
Know Your Clients
Don’t guess—ask!
Engage directly with your current clients:
- When do they read the articles on WeChat?
- What type of articles do they want to read from your company?
- What do they want to learn from your WeChat public account?
- What are the current challenges they have for their business?
Set Clear Goals
Before launching, ask yourself what you aim to achieve.
There are 5 types of goals:
- Increase followers.
- Increase Page View.
- Educate and nurture your followers.
- Increase the conversion rate to sales leads.
- Drive traffic to your website.
Think Long-Term
Content is king.
Consistency and value-driven content will keep your audience coming back.
Plan with these in mind:
- High-quality, relevant content
- A consistent publishing schedule
- Strategic promotion of your content
Your Content Marketing Strategy
Content is the core of a WeChat account.
You should have a simple content marketing strategy.
Again, the best way to define your content strategy is:
- Talk to your client.
- Track the results from your blog or previous WeChat articles.
You should define at least two things:
- The WeChat article topics
- Editorial calendar
You should keep tracking the analytics data after publishing and keep fine-tuning your topics.
Promotion is Key
Offline and online channels both matter.
Offline:
- Trade show. The trade show is still a critical role in B2B marketing. It is also the best offline channel for promoting your WeChat account.
- Print materials. Put the WeChat information in your print marketing, like leaflets or business cards.
Online:
- Online campaign. You should have an online campaign to promote your WeChat account.
- Website. Always put your WeChat QR code on each webpage’s header, footer, or sidebar.
- Lead magnet. Think about what valuable info you can provide. It can be a cheat sheet, eBook, or whitepaper.
Optimize and Integrate
Your WeChat account should act as a client portal.
Ensure it’s rich with valuable information and seamlessly connected to your other digital platforms.
Your WeChat account menu should be customized to fit your marketing strategy.
Continuous Improvement
Optimization is ongoing.
Gather customer feedback, analyze data, and iteratively improve.
Your ultimate goal?
Convert those followers into sales leads through effective CRM integration.
WeChat is not just a platform.
It's a powerhouse for B2B marketing in China.
Are you ready to leverage it?
What’s your biggest challenge with WeChat marketing?
About The Author
Stephen Tseng
Co-founder of dminrostudio