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2023年10月16日
0

Some practical advice on using CRM to effectively manage the sales process

By | 未分类

Some practical advice on using CRM to effectively manage the sales process

According to the survey data, 85%+ of sales directors believe that the sales process has a significant impact on sales growth. With the development of the business and the expansion of the sales team, an effective sales process can help enterprises define a clear sales roadmap, grasp the sales rhythm, and effectively convert potential customers into transaction customers. So when we choose a CRM system, or consider implementing a CRM customer management system, the first concern is sales process management.

This article will discuss how sales teams can effectively manage sales processes and phases, and provide some practical advice.

Understand sales processes and stages

Sales process refers to the process of generating sales opportunities for target customers, conducting sales activities in response to sales opportunities and producing results.

In order to effectively manage the sales process, enterprises will divide the entire sales process according to important links such as “lead discovery”, “business opportunity follow-up” and “order making”. The common stages are: potential customers – establishing contact – demand communication – business quotation – bidding – signing cooperation. Generally, depending on the industry attributes and management requirements of the enterprise, the sales process will have different adjustments. Sales phase division and data maintenance are also fundamental components of sales funnel analysis.

Using CRM system,

Manage sales process effectively

So how do you create a “sales process roadmap”? Each company’s sales roadmap is different, depending on its industry, type of customer, decision-making process, and so on. But the way roadmaps are produced is common.

First, you need to understand your customers’ needs and buying behavior, as well as their decision-making process, and “think in tandem” with your customers. Then, break the sales process into multiple stages and set clear goals for each stage. At the same time, sales work is inseparable from team coordination, team members need to be clear about their roles and responsibilities, and regular training and guidance to ensure that the sales team’s understanding of the process is consistent.

No matter what industry you are from, the reasons for considering WeChat are as follows:

 

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2023年8月22日
0

Exploring the Power of CRM and SCRM in Modern Business

By | 未分类

Exploring the Power of CRM and SCRM in Modern Business.

Customer Relationship Management (CRM) and Social Customer Relationship Management (SCRM) have emerged as critical factors for achieving success in today’s digital and information-driven business landscape. These two strategies not only contribute to enhancing customer experiences but also strengthen connections with customers, fostering business growth.

 

CRM is a comprehensive strategy aimed at effectively managing and nurturing customer relationships. It encompasses various aspects, from customer acquisition and satisfaction management to customer retention. By collecting, analyzing, and leveraging customer data, enterprises gain a better understanding of customer needs and preferences, enabling the provision of more personalized services and products. This not only elevates customer satisfaction but also increases customer loyalty and repeat purchase rates, thereby facilitating long-term business growth.

SCRM represents a further development from traditional CRM, emphasizing the use of channels such as social media and online communities to engage with customers. With the proliferation of social media, an increasing number of customers express opinions and share experiences on these platforms. SCRM leverages this information to enable real-time and direct interactions. By monitoring customer feedback, responding to queries, and participating in online discussions, enterprises establish effective communication channels and deepen customer relationships. This open and interactive approach not only enhances customer engagement but also provides additional opportunities for brand promotion.

The strength of CRM and SCRM is also evident in their ability to provide more accurate market segmentation and target customer groups. By effectively managing customer data, enterprises can identify which customers are more likely to become loyal patrons, enabling the concentration of resources on these customers. Additionally, through the analysis of customer behaviors and feedback, businesses gain insights into market trends and changing demands, providing robust support for product development and adjustments to marketing strategies. This refined market positioning and customer analysis capability allows enterprises to better meet market demands and enhance operational efficiency.

To harness the power of CRM and SCRM, enterprises need to invest appropriate resources and effort. First and foremost, the establishment of a comprehensive customer database is essential. This involves collecting and organizing customer information, transaction histories, and contact records. Secondly, investments in technological infrastructure are necessary to ensure data security and privacy protection. Additionally, employee training is crucial to enable them to effectively utilize CRM and SCRM tools for meaningful customer interactions.

CRM and SCRM hold significant potential in modern business. They not only contribute to improved customer experiences and loyalty but also offer opportunities for precise market positioning and business growth. However, to fully realize the potential of these strategies, enterprises need to invest in areas such as data management, technological infrastructure, and employee training. With the continuous development of technology and evolving business environments, CRM and SCRM will continue to play a pivotal role in enterprises, creating more opportunities for sustainable growth and success.

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2023年7月4日
0

In SCRM, “s” is mainly reflected in social.

By | 未分类

In SCRM, "s" is mainly reflected in social.

The “social” in SCRM is mainly reflected in social media marketing and social enterprise collaboration.

The popularity and rise of mobile Internet and its devices is an indispensable reason. Mobile intelligent devices promote the communication and connection between people. Especially, with the birth and development of social media, more and more consumer groups are deposited in social media, which also changes the way enterprises manage customers. From the traditional one-to-one interaction between enterprises and customers, it has evolved into the complicated interaction between customers and customers and enterprises.

In addition, traditional enterprises can only understand customer preferences through fixed and one-way methods such as market research, and even pay for third-party services to understand target users. Not only does the authenticity of data samples with a long feedback cycle remain questionable, but the cost performance of this research method is indeed worrying. However, due to the emergence of social media, enterprises can reach customers directly and directly grasp the needs of target users and make timely adjustments, so that enterprises can avoid many detours.

So, what’s the difference between SCRM and CRM?

Traditional CRM is to understand the needs of users as one of the means to achieve enterprise goals, and focuses on letting users directly consume to achieve sales purposes. However, this link is extremely fragile in the current social environment, and users have become immune to the “forced consumption” of one-way output, and the effect of maintaining customers is far less than before. Therefore, the management object of CRM is only a single consumer, and the user is more like a “tool person” who only pays money in the transaction process.

In contrast, SCRM is more centered on the user itself, focusing on the value of the social network behind the user. It can automatically analyze the user’s transaction data and portrait, and attach specific social labels, so as to push more accurate marketing content in the future and realize the automation and elaboration of marketing.

In other words: compared with traditional CRM, SCRM is a tool upgrade that conforms to modern interpersonal communication methods.

SCRM can capture/integrate multi-platform user data to accumulate a more comprehensive user portrait

Based on big data technology, SCRM analyzes user data from different channels, and then realizes the identification of the same customer identity in different channels through data integration, thus accumulating a large number of accurate user portraits.

SCRM can dig deep into the user circle and community, targeted personalized services

SCRM can further realize the effect of deep digging of high-value customers by labeling, painting and subdividing groups for customers, so as to conduct more accurate personalized customer modeling according to the characteristics of their circles, and realize personalized service and even 1V1 one-way interaction.

SCRM can manage users at different levels and guide users to convert layer by layer

SCRM system can help enterprises to distinguish customers into potential customers, general customers, high intention customers, transaction customers and other different customer groups with the degree of intention and consumption power, so as to achieve the effect of customer transformation step by step. And through the open content and interaction records of customers, multi-dimensional portrait of customers, intelligent division of the life cycle stage of customers, formulate corresponding marketing actions, to achieve accurate screening, faster conversion and transaction.

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2023年5月17日
0

How does CRM carry out personalized marketing?

By | 未分类

How does CRM carry out personalized marketing? What is the goal of CRM?

CRM can play a very important role in collecting data. CRM can provide you with data on who your best customers are, where your prospects are in the sales process, and what products and services buyers are interested in. Salespeople can use this data to drive new sales and develop customer relationships.

In fact, when offers, emails, and ads aren’t personalized to customers’ interests, it can make them feel unvalued.

With the power of CRM marketing automation, businesses can segment and communicate according to each individual’s unique needs. As a result, your business can send targeted emails and offers, rather than a bot that sends a flood of emails to every contact, whether they’re a visitor who just checked your site or a lifelong customer ready to upsell.

One of the best ways CRM automation drives the human experience is through analytics and reporting. As your CRM continues to capture valuable user data, customer data, and industry data, you can monitor and measure what information is working and what is not.

Implement the objectives of CRM.

Improve customer retention:

By centralizing customer data and providing a personalized experience, businesses can build stronger relationships with their customers. This in turn increases customer loyalty, reduces customer attrition, and improves customer lifetime value.

Increase income:

By giving sales team access to accurate, up-to-date customer data, businesses can identify new sales opportunities and provide personalized service to their customers. This allows for cross-selling and up-selling, and increases customer conversion.

Drive growth:

CRM can also help drive growth by providing businesses with insight into customer behavior, preferences, and needs. Through customer data analysis, businesses can identify new market segments, develop new products and services, and expand into new geographies. This can drive long-term earnings growth and create new revenue streams.

 

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2023年4月18日
0

The importance of CRM for your business.

By | 未分类

The importance of CRM for your business.

In the competitive market environment of modern business, enterprises not only need to have high-quality products or services, but also need to establish and maintain good customer relations in order to achieve sustained success. Customer Relationship Management (CRM), as a management concept and method, aims to help enterprises better understand, satisfy and retain customers, and is crucial to the success of enterprises.

First of all, CRM has great commercial value for enterprises. Customers are the wealth and resources of an enterprise and the fundamental basis for its sustainable operation and development. By establishing an effective CRM system, enterprises can deeply understand customers’ needs, preferences, purchasing behaviors and other information, so as to better provide customers with customized products and services. This can not only increase customer satisfaction and loyalty, but also increase the consumption frequency and purchase amount of customers, so as to realize the sales growth and profit improvement of enterprises. In addition, good customer relations also help enterprises to obtain customer reputation and recommendation, expand customer base, expand market share, and enhance market competitiveness.

 

Secondly, customer relationship management helps to improve the operation efficiency and management level of enterprises. CRM system can help enterprises automate and centralize the management of customer information, sales data, marketing activities, etc., reduce errors and repetitive work in manual operation and information transfer, and improve work efficiency and accuracy. At the same time, CRM system can also help enterprises to classify and analyze customers, identify high-value customers and potential customers, and carry out accurate market positioning and marketing strategies, so as to achieve the optimal allocation of limited resources. In addition, the CRM system can also provide real-time sales and customer data reports, help enterprises to conduct business analysis and decision-making, improve the management level and decision-making effect.

 

Third, customer relationship management is helpful to establish a good corporate brand image and corporate culture. CRM system can help enterprises establish good channels for customer communication and interaction, and realize effective communication and interaction with customers, including customer service, complaint handling, after-sales tracking, etc., so as to enhance customers’ trust and loyalty to enterprises. By actively participating in customer relationship management and establishing a good corporate brand image and corporate culture, enterprises can shape a positive corporate image in the eyes of customers and improve the reputation and shape of enterprises

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2023年2月2日
0
Is WeChat good for b2b marketing in China?

Is WeChat good for b2b marketing in China

By | IParllay Marketing Blog, WeChat Marketing, 未分类

Is WeChat good for b2b marketing in China?

WeChat is the product of the development of information and technology.

With the popularity of the Internet, numerous social apps flood into the market, but there is no doubt that WeChat is one of the most successful. Since it was developed by Tencent, one of the most famous firms in the world, people’s life has been changed by it gradually. Although WeChat is always regarded as a social platform, diverse mini-programs help it acquire many more users than other general social apps. According to statistics from Tencent, In the first quarter of 2022, WeChat already had 1.6 billion users and most of its users are from China. Moreover, as time goes on, the number is updating.

As a social channel, WeChat not only changes people’s communication ways but also influences the marketing methods of businesses. To expand brand awareness, companies must choose a marketing method that keeps pace with the times. The advent of social media has challenged traditional marketing, therefore, firms must choose new marketing tools for survival. Facing diverse social channels, how should they choose? The user base is one of the essential factors that companies should consider. One of the aims of Marketing is to extend the brand and the popularity of the company. The choice of a platform with a huge user base is half of success for a company. Based on the user base of WeChat, it is one of the ideal options for firms to enter China’s market certainly.

B2B marketing indicates strategies used by firms to help them promote their service or products towards an enterprise or organization.

 It’s one type of marketing focusing on the demand and preference of people responsible to purchase within companies and convert them into loyal clients. However, it’s not easy to locate customers’ needs and obtain leads about potential customers. B2B marketing groups of companies are often troubled by the following problems. First, they can’t acquire comprehensive and effective leads. Being immersed in the flood of information, companies enjoy the convenience brought by information but feel confused sometimes. Numerous platforms providing information make it difficult to identify the most efficient. Second, they just get useful information from a single channel, which causes the source of information to be unstable. Nowadays, the development of technology accelerates the speed of upgrading information. It’s tough for companies to get comprehensive information just through one channel. What’s more, dependence on one channel is harmful to business growth in the long term. Third, they are not clear what effective leads are. Acquisition of information from channels is just the first step of b2b marketing in a company. The key stage is to identify effective leads accurately. Of course, the marketing group needs much energy and time to filter high-quality leads from the flood of information. Fourth, they can’t manage these leads effectively. To improve conversion rate, b2b marketing groups must master the ability to manage leads effectively. Besides that, Companies aiming at entering China’s market also need to know how to do b2b marketing in China.

Is WeChat good for b2b marketing in China?

Based on the data on global statistics, social media users in China are more than 983.3 million. Social platforms have become a significant part of Chinese people’s life, one of which Chinese people love to use is WeChat. About one-third of Chinese people’s online time is spent on WeChat and over 81% of users spend more than one hour every day on WeChat (Hootsuite). Of course, their communication on WeChat is not just limited to daily life. Necessary communication among colleagues is also on WeChat. What’s more, various mini-programs increase the function of WeChat, which also provides convenience for users to work with it. Therefore, WeChat can’t be neglected to know about b2b marketing in China.

WeChat could help companies to acquire effective leads.

Although WeChat ranks fifth among the list of the most popular social apps, it’s the most suitable app to be used in China for b2b marketing. Communication on WeChat could help companies to acquire effective leads, and diverse mini-programs on it are available for companies to search for useful information. The application of WeChat in b2b marketing greatly improves the efficiency to identify high-quality leads, helping enterprises manage leads collected well for the long term.

iParllay is one of the most famous companies supplying the service of WeChat b2b marketing in China.

It focuses on the acquisition, management and nurture of leads, helping optimize the b2b marketing strategies for companies. Firms could manage leads through WeChat with the support of iParllay. What’s more, companies have opportunities to interact with each customer from leads with the help of WeChat b2b marketing service. iParllay helps companies to solve the problems that they encounter in the process of b2b marketing in China through WeChat. Some details are given to present the service.

It’s not difficult for companies to acquire sales leads. Various functions are available for companies to obtain information about customers, including content marketing tools, and QR code. These tools support you to post interesting content to attract customers on WeChat. No matter whether you master professional knowledge, you could get effective leads through these tools. After that, collected leads can be tracked automatically. At that time, the information can be shared within an organization. Persona and customer journey provided by iParllay help companies nurture leads easier. Based on the information of customers, companies can interact with them more effectively and shorten the time of finishing a transaction. Integration between HubSpot CRM and WeChat helps companies to know about prospective customers and their behaviors. Webhook helps companies to use data supplied by the third party. Overall, WeChat b2b marketing tools can update the situation of leads timely. WeChat b2b marketing tools help companies to adapt to the market quicker and improve conversion rate in China.

In brief, WeChat, as one of the most popular social platforms in China, is greatly helpful to the companies aim at improving their business growth in China.

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2023年1月3日
0

Two common mistakes in choosing WeChat CRM system

By | 未分类

WeChat CRM Customer Nurturing Guide

There are three objectives for customer nurturing. One is to nurture potential customers into factual customers, the second is to nurture small customers into large customers, and the third is to nurture customers into long-term loyal customers.

Targeted content for customers at different stages, sales conversion rate and repurchase rate can be increased by more than 30%.

Content nurturing potential customers, to provide appropriate content at the right time for different user types, to pull potential customers into the purchase journey, and ultimately to purchase. On the one hand, attracting potential customers through attractive content. On the other hand, through the content, the submarine is introduced into the next stage of the sales funnel, and sales are accelerated and finally purchased.

Providing the right content is based on insight and understanding of the potential. The more you know about your customers, the more content you provide will be in line with their needs, and the easier it will be to achieve the goal of content marketing. For customers in WeChat official account, we understand a lot of ways, basic information to understand gender, city and other basic information; behavior track to understand the activities of WeChat, determine hobbies; tags and interactive tracks to understand customer behavior and sales stage.

By nurturing small customers into large customers through content, we need to continuously input product benefits to our customers, so that they will always keep their enthusiasm and expectation for the products. The prerequisite for nurturing is to identify small customers from the user community. The methods of identification include methods such as source identification, purchase behavior tracking, and lifecycle management.

Nurturing a customer into a long-term loyal customer requires us to produce high quality content on a regular basis. The scope of the content should include product feature updates, industry trend insights, customer growth cases, and more.

We want to ensure that our old customers have sufficient reliance and confidence in the long-term use of the products after receiving our content, satisfying the added value brought by the products and emulating other successful customers.

Nurturing customers is to identify customers at different stages of sales, and to provide appropriate content for each type of users in a targeted manner. Such content marketing is effective.

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2023年1月3日
0

Business Value of the WeChat Official Account

By | 未分类

Business Value of the WeChat Official Account

What functions do companies want to achieve by WeChat, or what business goals do they want to achieve? These questions seem pointless, but many companies just don’t know it. Companies often ask me, what is the value of WeChat? Or what companies can do on WeChat? someone may answer that they wanted to sell things, engage with WeChat users and maintain a good relationship with customers on WeChat, etc.
First, we have to clarify two points: we need to understand the value of WeChat and the users needs; Then we need to divide the business goal into phased indicators, so that we can make the business goals of WeChat marketing practicable.

1.To Win The Market And Seize The Opportunities

With the increasing popularity of smartphones, WeChat has gradually moved from a high-income audience into a popular style. There is no doubt that there are unlimited business opportunities in the market of WeChat. So now, either companies, organizations and individuals, large or small , everyone rushes to register the WeChat Official Accounts in order to gain a place in the WeChat market.

An easy-to-remember name of the OA are usually catchy, which allows you to take the lead in the WeChat market; and a name that matches the company’s identity can help your company stay invincible in the fast-growing WeChat market and win more business opportunities.

2.As A Mobile Marketing Platform

1)Sales-driven becomes workable, businesses delivering product or service information to users promptly and quickly to bring about transactions and deals, which in fact shortens the marketing cycle of business.
2)Better for branding. WeChat users can not only receive information from brands, but also sign up to participate in activities or enroll to campaigns more conveniently. By increasing the stickiness of user engagement, branding can be much more deepen.
3)It can maximize the exposure of promoting sales of goods or other campaigns, timely and effectively let the newest business promotional activities reach to users, and reduce the marketing costs of businesses.
4)Since the bound between online and offline marketing is an inevitable trend, the close-loop of O2O marketing can be done on the OA. WeChat provides a more convenient channel for the combination of the two, such as scanning the QR code.

3.Enhance The Companies Image

The WeChat OA is also part of the company’s intangible assets. Maybe within a year or two, your customers will take the initiative to ask about your WeChat OA. it would be a bit late to apply for one by that time, especially for the clothing, beauty, crafts, communications, multimedia, tourism, social networking, trading and other industries.

4.Building Up A “living pool” To Accumulating Business Users

Without self-service terminal and membership system, users are just like “rushing water” for traditional businesses; through the establishment of self-service terminal and membership system, businesses seem to be able to integrate users into the “reservoir”, but in fact, there are many breakpoints between the two sides, the activity of the reservoir is not strong enough, however the WeChat OA perfectly make up for this deficiency.

5.As A Platform For Customer Research

1)The survey is a very important section for every business to formulate the business strategy. Large companies are even to let special development departments to do the survey. Companies issued questionnaires or telephone research by the 3rd-party in the past were faced with problems such as high cost and inaccurate data. Nowadays, however reach users directly in the WeChat OA to do the survey which can not only active users, but also save a lot of cost.
2)Research of user experience: mobile Internet makes the era of experience economy coming. User experience will become the core competitiveness of enterprises. It includes product experience, service experience, brand experience, logistics experience and other process. These processes can help enterprises make timely operational adjustments through real-time feedback from WeChat users.

6.Management Value As A CRM

The core of the CRM is to use automated analysis to achieve marketing, sales management and customer service, so as to reduce marketing costs, shorten the marketing cycles and improve customer satisfaction. In this way, the ability of WeChat OA to reach users in real time and totally for free is actually to shorten the marketing cycle and reduce marketing costs, which is faster, more convenient and more cost-effective than email and SMS.
As a natural communication tool with users, WeChat greatly facilitates the experience and cost of communication between users and enterprises. The enterprises marketing effect will be maximized especially when WeChat OA integrate with the enterprise’s original CRM system.

7.AS A Mobile Website

Enterprises need websites to provide information in the era of PC. In the era of mobile Internet, enterprises still need websites. However, users do not need to search through Baidu, Google or typing the domain, they can easily acquire information such as business introduction, product services, contacts, white paper, etc just by searching the name of the WeChat OA, reading the WeChat articles or scanning the QR code on WeChat.
For example, when we have followed a WeChat OA of an express company we can query the status of express delivery on WeChat but without login to the website, which saves the switching time between the mobile and the PC end also improves the user experience. The websites(Html pages) carried in WeChat OA have become a very important information entry.

8.To Become The Communication Export Of Brand Culture And Enterprise Information

The flourishing development of WeChat users and Official Accounts has accelerated the trend of business breaking away from media. At the same time, traditional enterprises have shifted the center of self-dissemination from websites, Weibo, internal magazines and mobile newspapers to WeChat.
To enterprises which means: the audience is their own, the content is their own, the channel is their own, the cost is low, and the reading rate is measurable.

9.As The Service API of Product Marketing And CRM

Not all traditional businesses are suitable for e-commerce, but e-commerce is the trend of the times. If the promotion and CRM can be guided from the offline to the WeChat terminal, it would undoubtedly greatly reduce the cost of human, financial and material resources of enterprises, also monitoring and effect assessment will become more assured.

10.As An Entry Of Traffic

Internet economy is actually the traffic economy, without traffic enterprise can not become the e-commerce. As a “User living pool”, WeChat OA provides traffic guarantee for every traditional enterprises such as self-operated e-commerce.
Using WeChat OA to accumulate users, strengthen users’ stickiness through marketing campaigns, and then to do the further sales conversion.

11.Mobile E-commerce Channel

Retailing should become a full channel in the future. Enterprises need to make it as convenient as possible for consumers to take orders at anytime, anywhere. For example, when someone suddenly wants to buy a clothes when he/she is using WeChat, they could purchase orders directly on WeChat OA of Nike or Prada without jumping out of WeChat, and they don’t every need to download an App or go to the website. This is what the user experience. Therefore, WeChat OA can become one of the channels of enterprise mobile e-commerce. It is a perfect experience for customers to purchase orders, finish the payment transactions, even logistics inquiry and customer service all within WeChat.
When enterprises deeply understand the value of the WeChat OA, and then determine what kind of service they want to provide through WeChat according to the needs of their customers, which is what enterprises should do on WeChat to solve the pain points of users.
Therefore, how to do the WeChat marketing should be determined after the enterprises has studied the value of the tools and the needs of their users and then assessed its own capabilities.

12.WeChat OA Changed The Way Of Communication

WeChat OA is a better platform to communicate with customers. Through one-to-one messages pushed, enterprises or brands can engage with users individually and provide more direct and personalized engagement experience. Users can communicate directly with enterprises, or brands on WeChat OA , express their opinions, left the comments in the WeChat articles, and buy products or services directly on WeChat OA.
The value of WeChat OA is just like the slogan of WeChat’s: WeChat is a way of life!
It creates a new communication way between enterprises and customers, discounts and promotions no longer needed. It brings about a change in communication between the two sides. In the past, customers and businesses used contact through advertisements. The appearance of WeChat OA allows users to actively find businesses and keep the good relationship with businesses by personalized engagement to drive business growth. So: the greatest value of the WeChat OA is that it has changed the way of communication!

However, many of enterprises have registered one or even several OAs and posted the QR codes everywhere, they expects users will come in automatically. As a result, only a few hundred or thousands of users after operating for a year and a half. Brand department also working hard, sending content every day, making the OA entirely become into electronic journals or a kind of WeChat daily newspaper.
If the reading rate is not high enough, then add some jokes, chicken soup, success stories, hot topics, these content they may not be interested in reading by themselves, but naively think that users will enjoy it. If the user’s activity is not enough, then designs lots of “campaigns” to activate users which like, forwarding, lucky draw and Golden Egg Breaking Activities. As a result, a group of activists came and went in a hurry.
Although the value of WeChat OA is great to the enterprises, it still needs to make greater efforts to maximize the value of it, which includes the content strategy and update, promotion and maintenance of the WeChat OA in long term. We hope that the enterprises would persevere for a long time, only pay will be rewarded.

If enterprises want to do WeChat marketing, first they need to understand the value of WeChat OA. WeChat OA is not a simple platform, nor is it just a marketing tool. Its appearance to businesses which is an opportunity. If we can fully grasp this opportunity, it will play a huge role in the business growth of enterprise and the development of the Internet market.

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2023年1月3日
0

Which WeChat Official Account fits you best?

By | 未分类

Which WeChat Official Account fits you best?

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.

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