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WeChat is the most popular instant message app in China. Almost everyone in China uses it either in personal daily life or business. You almost can do everything inside WeChat.
For a B2B company, WeChat should be a channel for promoting their business and engaging with their clients or prospects. Before you promote your business using WeChat, you should have a WeChat marketing strategy as a roadmap.
Your WeChat marketing strategy should be based on your business strategy or marketing strategy. Let’s say you have defined your unique value, positioning, target audience, or segment in your marketing strategy. You should develop your WeChat marketing strategy based on these. This will ensure that your WeChat marketing strategy and business strategy will be aligned.
The first step is to define your WeChat audience. It should be based on your defined target audience in your marketing strategy. The best way to do that is to talk with your current clients who fit your client profile. Below are some things you might want to ask:
Never launch your marketing campaigns without defining your goals first. Ask yourself what results you want to achieve in your WeChat account. Generally speaking, there are 5 types of goals:
The core of a WeChat Public account is the content. When it comes to content, you have to think a long game. It will take some time to see the results but the impact will last for a long time. There are three factors you should consider in your execution:
Content is the core in a WeChat account. You should have a simple content marketing strategy. Again, the best way to define your content strategy is:
You should define at least two things:
You should keep tracking the analytics data after publishing and keep fine-tuning your topics.
There are two ways to promote your WeChat account.
When you develop your marketing strategy, you need to think about if you need to drive your traffic from WeChat account to other websites or the other way around. It will affect how you set up your WeChat menu and how you promote your WeChat account.
For b2b business, you always need to provide lots of info regarding your service or product. You always can set up a knowledge base center to help your WeChat followers. You can link the menu with another website. This way, you can provide valuable info to your followers and retain your followers.
Since WeChat is a mobile IM app in the core product, it is easy for people to use it every day. You can position your WeChat account as a client portal, meaning clients can find the information or where to go from WeChat account.
The structure of your WeChat account is very important. It should be customized according to your WeChat marketing strategy.
If you don’t want to direct your followers to other websites, you should think about how to provide value inside your WeChat account. On the other hand, if you want to direct your followers to another website, you should set up one of your menus to link with your website. Also, you should make sure your website is WeChat friendly.
When you launch your WeChat public account, it is just the beginning. You also need to keep optimizing your WeChat account. There are two ways to optimize through qualitative and quantitative data:
The goal of B2B digital marketing is to get sales leads. Through the right WeChat CRM, you can identify your followers as sales prospects. Once your WeChat account starts running, this should be your next step.
WeChat is the most popular mobile app among Chinese people. People use it every day in all kinds of situations. B2B companies should take advantage of WeChat in their marketing.
More importantly, don’t think of WeChat solely as a channel to publish information. Think about it as a client portal when you add value to your WeChat account. Once your followers see the value in your WeChat account, they stay with the account. This way you can nurture the relationship and convert your followers to sales leads.