WeChat, one of the most popular social media platforms in China, drove RMB 333.9 billion (Around $50 billion) of consumer purchases in China. This is an indication of how WeChat is impacting the e-commerce in China and why it is important for businesses to focus on WeChat so much.
Brands should now be focusing on coming up with effective marketing strategies to reach their consumers on WeChat in order to drive sales.
Here are some tried and tested marketing strategies that brands use on WeChat:
Making QR Code Easily Discoverable
One of the most effective strategies to promote WeChat is to make the brand’s QR Code easily discoverable.
WeChat users extensively depend on QR Codes for discovering other users, which is why it is important for brands to customize their QR Codes and make it easy for their customers to scan it.
Therefore, brands should display their QR Codes whenever they interact with their customers. This includes:
- Different social media platforms
- Emails and newsletters
- Product Packaging
- Exhibitions, Trade shows, public events, etc.
- Ads and articles in various newspapers, magazines and other places
The easier it is for customers to discover the QR Code, the easier it is for them to connect with the brand on WeChat.
Connecting with the Right Audience
Once a brand has a sellable product and a WeChat account, the next step is to find the right audience on WeChat. This requires a great deal of time and resources; however, the ROI is usually huge.
Identifying the right audience mainly involves finding potentially interest users and targeting them through ads. WeChat allows brands to have a laser-like focus on their target audience, which greatly increases the chances of converting the ad into sales.
Social media is not exactly a platform to show ads and sell products and customers. It is a place where internet users come to share content with their friends and their network.
This is why it is important for brands to create valuable and interesting content in order to engage in a much better way with their customers. Brands need content that can tickle the curiosity of the reader and encourage them to talk about their product.
WeChat allows brands to convert their customers or followers into members. Many brands on WeChat use loyalty programs with geo-location services in order to locate customers and offer promotions.
There are three ways that brands offer promotions to their loyal customers:
- VIP cards sent through the app
- Special promo codes
- E-coupons that can be used to purchase items in a physical store
A good example of this is Watsons, a personal care store in China. It not only allows customers to make purchases through its WeChat store, but gives exclusive access to their services to customers if they send their location to Watsons store’s account.
LIMPID Language and Internet Services is a Shanghai-based translation agency that offers professional language and customized Internet marketing solutions to small and medium-sized enterprises (SMEs) and start-ups to help them enter the China market. The company also offers software localization, Chinese SEO, Chinese content market, e-commerce, and among others.