WeChat Marketing Guide for B2B

WeChat was launched as a messaging app. Even though it still serves this function; WeChat developed into a much larger application with plenty to offer to the users. You can make payments, shop, book flights, and even look for other people on WeChat in nearby locations.

The app has really robust m-commerce capabilities. It allows businesses to leverage it and connect directly with consumers. WeChat offers different features enabling businesses to market their brands really well through the platform.

Here’s more information on how to go about WeChat marketing for B2B.

Open WeChat Account

For B2B WeChat marketing, you will first need to open your company’s official account on the app. Your options are to choose from subscription, service, and enterprise accounts. Depending on the nature of your business, you can choose any one of these to get started with WeChat marketing.

Create and Post Useful Content

You will need useful content to connect with your direct customers on WeChat. The content you create must be original and relevant to your customer base. If your content is worthy of sharing with others, it will gain more traction as more WeChat users will find their way to your business through it.

Initially, it is a good idea to gear content towards establishing your brand authority with product insights, industry knowledge, and useful blogs that can help your consumers in some way. It is also important to post content on your official account related to the company’s founder/s, history, and interesting tidbits related to your business. Such posts humanize a brand and help consumers connect better with them. It can also be helpful for you to share images or videos of social events celebrated in your company.

The content needs to be varied, updated regularly, and really needs to be engaging for your consumers and prospects.

QR Code It

WeChat platform heavily utilizes QR codes for businesses. WeChat users use QR codes to buy goods, services, and book tickets for a flight, movies, etc. Businesses need to integrate QR codes in all promotional materials across the WeChat platform.

Engage and Communicate with Customers

WeChat offers numerous ways to engage directly with your customers. You can use instant messaging and group chat features to communicate with your customers or followers.

For B2B companies, it is more essential to engage with their customers as the actual sales may occur only after the prospects visit their websites and gather more information about their products. B2B purchasing decisions often also require longer time periods than B2C.

Active Participation

There is no fixed time period for WeChat marketing. It has to be an ongoing effort. B2B companies not only face competition from other brands in the same space but also from B2C companies on WeChat that are more easily able to gather a following on the app simply due to the nature of their business.

For instance, it is easier to make a decision about buying a pair of shoes, a bag, or a toy than to purchase software just by looking at its description on a social page. Consumers are more likely to take their time to mull over their software buying decision, compare similar ones available in the market for pricing and features, and analyze its utility before buying it.

So, it is important to continuously offer your followers fresh content in a variety of forms and keep your account updated.

Be in Analytic Mode

WeChat marketing requires businesses to be in an analytic mode always. Yes, the platform offers access to billions of users in the competitive Chinese market. But this also means immense competition from thousands of brands in your business category alone if not more. Then there are other distractions for WeChat users (including your consumers) on the app.

So, for effective B2B WeChat marketing, companies need to not only measure the success of their campaigns and efforts. But they also need to be vigilant about their competitors’ marketing efforts on the platform and their effectiveness.

You will need to check the users’ pages to know more about them and understand their requirements. You will then need to provide them with the content they are looking for and actually need.