Wechat Marketing
What is Wechat?
WeChat is a mobile text and voice messaging communication service developed by Tencent in China. It provides multimedia communication with text messaging, hold-to-talk voice messaging, broadcast (one-to-many) messaging, photo/video sharing, location sharing, and contact information exchange. WeChat supports social networking via shared streaming content feeds and location-based social plug-ins (“Shake”, “Look Around”, and “Drift Bottle”) to chat with and connect with local and international WeChat users.
Wechat marketing
I have been a dedicated wechat user for almost 2 years and recently I have noticed that there is an increasing number of business selling products on wechat. Therefore, in this blog I will take a close look at different channels for wechat marketing.
1.Wechat verified account/ brand home page
The verified account/brand home page provides an exclusive information push channel for business to connect with customers. Because this channel is exclusive for customers who follow the business account (those who follow the business account are most likely to be the target audience), business could send messages directly targeting their target audience. The message arrival rate is 100%, and it’s very effective. There is also a concern of marketing through this channel, the information will be overwhelmed or missed if this user follow many brands.
2. Location Marketing
Location marketing on wechat is where business put advertising or promotional messages on the signature line and reach potential customers when they use wechat “look around” feature to find people nearby. It allows business to effectively attract users that are close to the location and induce the consumption. However, on the other side, the location marketing can also limit the message coverage.
3. QR code
Users scan the QR code to add the business’s page and interact with it. User has to actively scan the QR code to add the business account, therefore, the business have to provide incentives for users to scan the QR code. When user actively scan the QR code for the business it at least prove that the user are interested in your product or the company at least. Therefore, business can market through QR code to induce the user consumption. Business could further take advantage through this QR code marketing channel by providing promotional information to potential customers.
4. Peer Review/ Advertising on “Moments”
There is a increasing number of business use moments to directly advertise their product or post positive customer reviews to build strong brand image. I saw lots of business owner who always post snap shot of positive peer review from their customers on the moment. By providing those peer review, it increase the credibility of its brand image. Business could also take advantages through encouraging their brand advocate to post positive peer review on the moments to function as a word of mouth to reach more customers.
