WeChat marketing offers companies exciting opportunities to effectively tap into the Chinese market. The versatile platform supports a direct, personalised customer approach and is therefore increasingly indispensable in various industries. In this article, you will learn how WeChat marketing can support your projects and what added value it offers.
Why WeChat marketing can be a success booster
With more than one billion active users, WeChat is a gigantic platform that is closely interwoven with the everyday lives of many Chinese people. Therefore, the audience can be reached with precise messages. From the cosmetics industry to the automotive and engineering sectors, more and more companies are using WeChat marketing to gain the trust of their target groups and build long-term customer loyalty[1][3].
An example from the luxury industry shows how WeChat marketing works in a networked way: Burberry offers interested parties an immersive 360-degree experience at fashion shows and skilfully links these events with its WeChat shop. Users receive personalised invitations, experience live streams and make purchases directly via mini-programs[2][6]. We see an equally creative use at Chanel, who primarily rely on high-resolution images and short videos on WeChat Moments to create emotional customer experiences and increase their reach[2].
WeChat marketing: How B2B companies benefit
WeChat is not only in high demand in the B2C sector, but the platform is also gaining importance in B2B marketing. Companies can use it to address potential business customers directly via specialist articles, interactive content and mini-programmes. The ability to communicate in real time promotes the building of trust and often leads to better deals[3][7].
BEST PRACTICE with a customer (name hidden due to NDA contract): A mechanical engineering company uses WeChat Moments Ads to present technical innovations via videos. Key players can exchange information directly in the chat and thus start initial discussions about a possible cooperation. This form of communication creates strong, sustainable business relationships.
In the software sector, too, companies are increasingly relying on mini programmes for product demonstrations and tutorials. This optimises support and technical decision-makers like to access the real-time solutions offered without having to switch apps[4][6].
How content and interaction make WeChat marketing effective
WeChat allows users to creatively design and share content - be it articles, videos or surveys. The platform encourages users to share these, which significantly increases organic reach. Companies benefit from the proximity to their customers because they can both receive feedback directly and offer quick assistance via WeChat groups[1][7].
For example, a consulting firm uses key opinion leaders (KOLs) on WeChat to disseminate digital transformation strategies and thus gain credibility with decision-makers. This recommendation culture is particularly strong in China[4].
BEST PRACTICE with a customer (name hidden due to NDA contract): A B2B service provider regularly posts specialised articles on its WeChat account. These are widely disseminated by industry experts, increasing visibility and trust in the brand. At the same time, new contact opportunities with potential customers open up.
Important tips for getting started with WeChat marketing
Anyone travelling on WeChat should have a professionally set up official account. This is the basis for publishing content and communicating authentically with the target group. You can choose between subscription and service accounts, depending on your needs and type of marketing[3][13].
The following practical impulses facilitate the implementation of WeChat marketing:
- Rely on varied formats - use text, images, videos and mini-programmes to engage users.
- Integrate targeted adverts (Moments Ads) with clear calls to action to increase your reach.
- Use WeChat groups to provide direct support and obtain feedback at short notice.
- Work with key opinion leaders to get your message across credibly and win over multipliers.
- Measure the success of your campaigns using analysis tools within WeChat to continuously optimise your measures.
BEST PRACTICE with a client (name withheld due to NDA agreement): An international consulting firm uses targeted Moments Ads to disseminate current studies. This generates conversations that lead to concrete projects in the follow-up. The results show how important topic-related and personalised communication is for successful user interaction.
WeChat marketing as a companion for sustainable success in China
WeChat marketing is not just an advertising measure, but a communication and service tool that supports companies in establishing a presence on the Chinese market. It combines messaging, social media, e-commerce and customer service in an ecosystem that is specifically tailored to the needs of the market[5][7].
Companies that want to establish themselves in this environment benefit from the support of iROI coaching. The coaching provides support with strategic planning, technical set-up and the continuous optimisation of activities. Realistic goals are defined and achieved step by step.
My analysis
WeChat marketing offers outstanding opportunities for companies that want to tap into the Chinese market. The platform combines an enormous reach with a complex but easily controllable ecosystem. Targeted content strategies, interactive formats and personalised communication can not only increase brand awareness, but also sales in the long term. The diverse examples from industry, the luxury segment and the service sector show how flexibly WeChat can be used. Those who utilise this method receive valuable impetus for their success in China and benefit from close support from experienced partners such as iROI-Coaching.
Further links from the text above:
Why WeChat marketing is important - Silkpay
The success of the Chinese app “WeChat“ using the example of the luxury market
WeChat B2B Marketing: the super app for your company
In three steps: how marketing works with WeChat
WeChat: more than an app - the ultimate tool
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