How to Do B2B Marketing on WeChat
WeChat is the most popular social media platform in China and the app that people use the most to socialize online. As of June 2021, the number of monthly active users of WeChat has exceeded 1.1 billion, covering almost all Internet users in China. WeChat occupies an unshakable position in the Chinese social media market.
WeChat daily active users and average daily time spent
In July 2021, the number of daily active users of WeChat will exceed 100 million. According to our report on China Mobile Internet in 2021, WeChat users spend an average of 66 minutes a day using the software, which is equivalent to nearly 8 hours per week per user on WeChat. Therefore, enterprises can get a very high exposure rate and diffusion effect by carrying out marketing activities on WeChat.
What is WeChat marketing
WeChat marketing is a marketing activity focused on the WeChat platform. It mainly relies on WeChat’s social attributes and mobile Internet attributes to build products and services, and interact with users to promote products and brands.
B2C and B2B marketing in WeChat marketing
In WeChat marketing, we usually involve two marketing strategies, B2C and B2B. B2C marketing is a marketing activity carried out by consumers facing enterprises and targeting end customers. B2B marketing is an enterprise-oriented business-to-business promotion and promotion of products and services between enterprises with the core of negotiating and facilitating transactions.
How to target corporate customers in WeChat
Targeting corporate customers on WeChat requires some practical experience and skills, here are some suggestions that may help:
1. Highlight product features and advantages
Enterprise customers pay more attention to whether their needs can be met. Therefore, when positioning the market, they need to clarify the characteristics of their products and services, and carry out targeted marketing. Highlight the key points and advantages of products in marketing to help corporate customers better understand their products and services.
2. Create personalized interactions
Creating personalized interactions can make business customers feel cared for and help build good relationships. This requires establishing tailor-made engagement plans, for example by offering customized solutions, co-creating marketing plans and co-creating promotional campaigns.
3. Track potential customers
Use WeChat official account and chat tools to track and manage potential corporate customers. On these platforms, by adding potential customers as friends, it is possible to automatically push information with enterprise product characteristics and increase sales opportunities. At the same time, follow up the user’s feedback in time to maintain customer relationship.
4. Discover connections
In WeChat B2B marketing, personal connections are crucial. Through personal connections, companies can better understand market forecast trends, understand the needs and behaviors of potential customers, and provide valuable background information for marketing activities. For B2B marketing, companies must establish good contacts and relationships, which can be achieved by communicating with industry experts and interacting with related companies and institutions.
5. Design a professional WeChat marketing plan
Finally, it is recommended to formulate a complete WeChat marketing plan, which should include multiple aspects according to the actual situation of the enterprise, such as market summary and research, marketing strategy, channel promotion, content marketing and consumer guidance, etc., and at the same time reflect the corporate marketing. Only in this way can we truly establish our own WeChat marketing brand.
Some misunderstandings about WeChat marketing
In WeChat marketing activities, many people will have the following misunderstandings.
The first misunderstanding is to only focus on the product itself and ignore the user experience. The purpose of product promotion is to make users willing to buy and use it. If the user experience is ignored in product promotion, the effect of the activity will be greatly reduced.
The second misunderstanding is to only focus on the release of information and ignore the interaction. If the enterprise only releases information, then this kind of one-way communication has no real interaction, which is not conducive to the promotion and deepening of lottery marketing.
The third mistake is to only set a short-term goal, instead of taking into account the long-term plan. The long-term value of marketing is far greater than the short-term sales results. In order to achieve long-term marketing effects, it should be considered in the long run.
Successful Cases of WeChat B2B Marketing
The following are some business cases that have achieved success in WeChat B2B marketing:
1. Dashang Group
Dashang Group is a leader in the enterprise service industry. It solves the problem of service demand for small and medium-sized enterprises and consumers by building a service crowdfunding platform on the WeChat platform and hiring service providers for promotion.
2. China Railway Construction
Through brand promotion, service and product innovation, sales promotion and other activities on WeChat and other emerging media, China Railway Construction has promoted the company’s service capabilities and strength, and enhanced the brand’s influence and competitive advantage in the industry.
Summarize
In terms of WeChat B2B marketing, referring to these cases and high-quality marketing planning ideas can help companies gain a place in the market and enhance brand awareness and social influence, which is what every marketer needs to emphasize.