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WeChat marketing is now the focus! This software, which has impressed countless large enterprises, is also attracting the attention of numerous small business owners. As a result, waves of marketers have registered official corporate WeChat accounts, turning a social platform into an information-overloaded "red ocean." However, many companies seem to have registered official accounts without leveraging the software's full potential. So, what are they actually doing?
Common mistakes in WeChat marketing can be categorized into three types:
- Unprofessional content: No promotion plan, no promotion strategy, and even no dedicated staff. They simply register an official account and occasionally post boring industry news or self-indulgent sentimental essays.
- Promotion overload: Either they never post, or when they do, it's always promotional—discounts today, buy-one-get-one tomorrow. The utilitarianism is blatant, like a starving person desperate for quick gains.
- Disorganized promotion: They post once this month, then a bunch tomorrow, doing it only when they remember, and ignoring it otherwise. They don't take this free platform seriously, with no rhythm, plan, or method.
In this era of fragmented information, information explosion, and general restlessness, any brand message that fails to capture attention within five seconds becomes junk information!
WeChat promotion is essentially a new form of online marketing. To do it well, first, you need the right attitude—don't treat it as a whim just because it's free. Remember, WeChat has nearly 400 million users, and even CCTV has an official account. Not using it well is a waste. Second, you need a skilled online marketing team, preferably with successful experience in BBS, Weibo, or other media. With these two prerequisites, let me share how I play WeChat.
Strategy 1: Practicality
The principle of practicality means providing content that is useful to WeChat users—not irrelevant nonsense, not vague industry news, and not sentimental essays. When assigning tasks to the online promotion team in the planning department, I emphasize two aspects: first, targeting potential customers who haven't purchased yet; second, targeting existing customers who have already bought.
For potential customers, purchasing a product is still a significant decision. No matter how many information channels are available, consumers still want accurate, objective advice from authoritative merchants. Based on this, and aligned with the brand's positioning, provide purchasing guidance and seasonal product recommendations that meet the needs of the target customer group. This shows the brand's sincerity and achieves the best pre-sale guidance.
For existing members, maintenance tips and how to keep products looking new are crucial (similar to car owners caring for their vehicles). Therefore, sharing maintenance knowledge and reminding members to visit stores regularly for maintenance are accurate and practical methods.
Strategy 2: Fun
To make your information engaging, you first need to understand your audience. For example, in the jewelry industry, it's obvious that the majority of buyers and followers are women, especially the fashion-conscious post-80s and post-90s generations. Women are generally a bit superstitious, which explains why horoscope columns are so popular on major Chinese portals. Blood type, zodiac signs, and Chinese zodiac animals are endless topics for women. So, content like "What type of diamond ring suits a Gemini woman?" "What 18K gold necklace highlights the temperament of an A-blood-type woman?" or "What jadeite brings luck to women born in the Year of the Dog?" naturally captures their attention.
Another way to create fun is through celebrity gossip. For example, "What type of jewelry does Sora Aoi love?" "Soong Mei-ling and jadeite," or "What jewelry did Brad Pitt use to propose?" Tapping into women's gossipy nature, invite them to join your circle and subscribe to your information. Then your brand will naturally resonate with your audience.
Strategy 3: Convenience
Should WeChat users follow you just for product information? Why not provide convenience and a comprehensive information guide?
Additionally, on the technical side, it's important to have a well-designed WeChat navigation so new followers can easily browse past content and quickly find the information they're most interested in.
Besides the above three principles, I also want to highlight four important precautions to avoid negative effects in WeChat promotion:
Don't be haphazard: Have a clear promotion plan, including an annual framework and monthly plans. Promote step by step with a strategy. Promotions are okay, but they should be clever and well-timed, with controlled frequency. Otherwise, focus on content that follows the three principles above.
Content should be original, or at least "pseudo-original": Don't copy too blatantly. If followers become attached and then discover your content is "imitated," your brand image will suffer greatly.
Give followers genuine attention: Respond to comments or follow up, so followers feel your brand is not just broadcasting but interacting and engaging with them.
Leverage WeChat for CRM: WeChat has positioning, contact, and feedback functions. By cleverly combining QR codes, voice, links, and images, you can integrate your database with the sending platform to create an exceptional customer service system.
However, for chain enterprises, implementing WeChat CRM across all locations requires high-quality terminal staff and execution. So, I'm still exploring WeChat's CRM capabilities. In short, the stickiness of an official WeChat account depends entirely on content, and this stickiness is an important aspect of brand loyalty.
One thing is certain: if you want to do WeChat marketing, you need to take it seriously and persist with dedication to see results. If you're just following the trend for fun, WeChat marketing will eventually become a tasteless chicken rib—unappealing to eat but a pity to discard.
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