Use WeChat Advertising to Drive Measurable Results
- iclick
- 2023-01-03
WeChat Banner Ads: This is a flexible and cost-effective approach. You can target a specific target audience and these type of ads offer both CPC and CPM pricing models. Again the minimum price to activate the advertiser account and purchase these ads is RMB 50,000 (approximately USD $7,500) The advertisement is shown at the bottom of the articles of WeChat official accounts with high subscription and view rates. As these types of ads have a CPC model, they can be a stable way to grow your WeChat presence.
Which WeChat Official Account fits you best?
- iclick
- 2023-01-03
WeChat is an essential and outstanding marketing tool for business to enter the Chinese market. Setting up a WeChat official account allows brands to reach out a huge audience and raise brand awareness in an effective way. However, setting up a WeChat official account isn’t as easy as you might expect.
1.Subscription Accounts (订阅号)
WeChat subscription accounts focus on information and brand communication. They are used much like a daily news feed. They can publish once a day to subscribers and publish1-6 articles each time. All updates are sent to the users’ subscription folder with no push notifications.
Wondering why they limit these accounts to posting only once a day? WeChat search places a high priority on the time that an article is posted. This allows the most recent articles to receive priority. Limiting the number of posts is to prevent accounts from posting incessantly to maintain their position at the top of the WeChat search engine.
Subscription accounts are the only type of WeChat official account that is open to individuals, such as bloggers and celebrities, as the others require a company business license. This type of WeChat official account is most suited to individuals and brands that are content based or information-oriented, such as media publications.
While these accounts can publish more and theoretically bring more users to your account, you have to remember that these accounts are nested in the subscription folder in a user’s contacts, drastically reducing visibility. If you’re looking for a WeChat official account with more visibility read on to the next section.
2. Service Accounts (服务号)
WeChat service accounts offer a lot of interesting features including customer service, API integrations, e-commerce, and CRM. These WeChat Official Accounts offer more robust functionality as compared to subscription accounts. Verified service accounts can also register for WeChat Pay and set up a WeChat Store. After verification, service accounts have access to 9 advanced APIs that enable the brands to create additional apps and functions such as Instant Customer Service, GPS, Payments, etc.
Service accounts can publish up to 4 times per month, with 1-6 articles each time. When the posts are published, the updates appear as push notifications in followers’ chat lists. Compared to subscription accounts, the posting frequency of service accounts is lower, but the visibility is higher due to push notifications.
Again these accounts are limited in how much they can post as they are the only accounts capable of generating push notifications. If WeChat official accounts were able to spam users with push notifications it would detract from the overall user experience on WeChat. Tencent’s main goal is to keep users on WeChat for as long as possible, so this would be something Tencent definitely does not want.
Service accounts are the best choice for businesses with a large audience or with large customer databases, such as airlines and hotels. For hotels and airlines, in particular booking systems can even be built within the app. They’re also used for customer service, as users can message the account directly with questions or complaints similar to other live chat software used by businesses around the world.
3. Enterprise Accounts (企业号)
While subscription accounts and service accounts target external markets, WeChat enterprise accounts are primarily for internal communication and management. This makes this type of WeChat official account similar to what many businesses use Slack and Workplace by Facebook for.
They are not available to the public nor marketers. Users of corporate accounts must be verified internal staff in order to follow the corporate account.
With third-party APIs, corporate accounts have multiple internal management functions, such as internal chat rooms, video conferencing, and resource sharing. These accounts offer functionality similar to other workplace chat apps like Slack and Workplace by Facebook. Corporate accounts have high visibility and high security as users have to follow the account and then be added manually by the account owner entering their name, phone number and WeChat ID.
WeChat CRM - People-oriented marketing concept
- iclick
- 2022-12-28
The core of marketing is that companies gain insight into consumer needs and create consumer value. The central point of marketing is the consumer, the starting point is the consumer’s demand, and the purpose of marketing is to create consumer value. Everything in marketing is inseparable from consumers, which is in line with the people-oriented philosophy. Only people-oriented, consumer-centric marketing activities will gain long-term value.
WeChat marketing is an online marketing method that has emerged along with the popularity of WeChat. WeChat marketing is divided into community marketing and WeChat official accounts marketing. Community marketing is suitable for companies that need to manage their customers in groups, not universal marketing. WeChat official accounts marketing has become a WeChat marketing method suitable for most companies due to its content communication and customer management.
People-oriented is the user-centric in the official account. In a big way, users involve new users and old users. Differentiating new users and old users is the first step in people-oriented.
For new users, what we have to do is to attract and prevent leaving. If the user receives the same welcome message and content after following the WeChat official account, such an account will not be impressed. However, if the user receives a customized content that is highly relevant to his/her information after ollowing the WeChat official account, such an account has created an unforgettable first impression. If the account later sends high-quality content that can be of interest to the user, most of the users will not leave. How to create an unforgettable first impression? Through WeChat CRM software, according to the interest of users or customers, tags, interaction, gender, location, life cycle, transaction data, etc., realize personalized interaction in different marketing activities, and create a unique 1:1 communication experience.
For the old user, what we have to do is maintaining, and also prevent leaving. The maintenance of old users is definitely not a regular push article, with interactive maintenance can greatly improve the user’s stickiness and loyalty. Interaction involves personal communication. In other words, we send content or activities to old users that are consistent with her/his needs. Such content will not be offensive and will not be harassed. Of course, personalized custom content also does not allow the user to have the illusion of being snooped, which requires timely delivery of the correct content at the right time. With WeChat CRM software, companies can create appropriate personalized content for users based on user tags, lifecycles, behavioral trajectories, etc., and strengthen relationship maintenance.
The people-oriented marketing concept requires us to have a deep and clear understanding of the official account users, which requires the use of professional and powerful software tools to create customer profile and effectively manage customers. Regularly pushing content without targeting is only a huge waste of time and resources.
Three things you must know about WeChat CRM system
- iclick
- 2022-12-28
As the “biggest CRM portal on the mobile Internet”, WeChat can not only help enterprises and consumers communicate, but also coordinate within the enterprise. This is due to the WeChat social features and the media attributes and customer management capabilities of the WeChat official account.
1. Definition
WeChat CRM system refers to: WeChat customer relationship management system
WeChat Customer Relationship Management System (CRM) is based on the management of WeChat customer data, using IT science and technology to automate and intelligentize marketing, sales, service and other activities, and to establish, analyze, calculate and use customer data. The system helps companies better implement WeChat customer-centric management. Therefore, WeChat customer relationship management is not only a software technology, but also a management concept, which can well cater to the current people-oriented needs.
2. Technical principle
WeChat CRM must first be clearly stated from the business structure. The essence of WeChat CRM is the CRM system that is extended in the WeChat ecosystem by utilizing the characteristics and interfaces of WeChat. The CRM system can be roughly divided into five modules: customer, sales, marketing, service and membership, as well as some subsidiary modules: products, knowledge bases, activities, transactions, statistical reports, and so on. After determining the business structure of WeChat CRM, we can further design specific data models, functional modules and interface docking. To put it simply, the logic structure of WeChat crm is understood, and the open interface of WeChat official accounts platform can be used to design customer management, sales management, marketing management, service management and membership management system.
3. Value
It is not difficult to see from the definition and technical principle that the most important value of WeChat CRM is the customer management and sales management of enterprise. The basis of customer management is the collection and analysis of data, which can be effectively managed based on the basic information obtained and the behavior information tracking. The core of sales management is to improve efficiency and increase conversion rate. Improving efficiency requires the implementation of marketing automation. At present, workflow is the most commonly used tool for marketing automation. It also benefits from effective management of customers and promotion of order and repurchase.
Therefore, WeChat CRM that meets the needs of enterprises must have two core capabilities, one is the ability to collect and analyze customer data, and then the marketing automation capability.
WeChat CRM can improve your business in 4 ways
- iclick
- 2022-12-28
According to statistics released by Tencent in 2019, as of the end of last year, the number of active users of WeChat has exceeded 1 billion. The user-friendliness and numerous features of the app make it a favorite of consumers for business and personal use. In fact, after WeChat significantly upgraded its membership card capabilities, more and more brands are integrating WeChat data with their CRM systems. However, this integration is not without challenges.
WeChat CRM Solution.
1. Enhance the analysis of followers and understand your audience
Gain insight into follower behavior and use smart tags to categorize users based on user behavior and optimize interaction with users. Get rid of the “one message fits everyone” mentality and use tags to send customized content to a specific group of followers.
2. Improve user management and increase user loyalty
With WeChat’s enhanced membership card feature, you can create a points system that rewards users when they interact with your brand. More importantly, by using a tag management system, you can increase the accuracy of your marketing campaigns. Improved coupon matching information makes it easier to manage your membership.
3. Seamless integration with traditional CRM and e-commerce platforms to gain insight into consumer behavior
Combining WeChat, traditional CRM and e-commerce website data opens up a whole new world of possibilities. Not only can you track the online behavior of your followers, but you can also use social media data to learn more about them.
4, multi-account management, manage all your accounts in the same place
Brands with multiple official accounts can manage them in one place on WeChat CRM – saving time and increasing efficiency.
In the future, WeChat’s Open ID and its user behavior data will create a new consumer insight source for the brand’s CRM database, helping brands and consumers to create more meaningful touch points. In the era of big data, in order for brands to take advantage of opportunities and increase business value, it is necessary to implement effective solutions for managing and utilizing data.