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WeChat Marketing

2023年2月15日
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HubSpot WeChat integration is the best option for companies to expand their business in China.

HubSpot WeChat Integration Solution for marketing in China

By | HubSpot, WeChat Marketing

HubSpot WeChat Integration Solution for marketing in China

The importance of HubSpot in China for marketing According to the survey conducted by Social Media Today, 72% of respondents believe that their industries will enter the age of automation, and it is estimated that the spending on global marketing automation will reach 25.1 billion dollars by 2023 in the marketing automation report released by Forrester. Marketing automation has become a necessary option nowadays, which indicates that marketing tasks are implemented, managed, and finished automatically with the help of professional tools. Businesses can save cost and time, obtain real-time data, make personalized marketing plans and improve conversion rates through marketing automation. HubSpot, as a unicorn company in the field of marketing automation, must be mentioned here. The number of HubSpot’s followers on popular social media, such as Twitter and Facebook, is more than 6 million. With more than 7 million monthly visits on Blogger and its huge active fan base, HubSpot has served 113000+customers successfully. The success of HubSpot is inseparable from its inbounding marketing and powerful functions. The existing product matrix of HubSpot combines marketing, sales, service, content management and operations on the ground of CRM. China, as an existing market, becomes more and more companies’ ideal choice in their business expansion. However, many enterprises that wants to expand their business in China are facing the following problems.

  • Be confused about global regulations and lack customer awareness; can’t afford various tools for development integration; don’t know about tools suitable for marketing in China
  • Traditional marketing method, such as e-mail marketing, is not effective in China. People seldom use e-mails to deal with professional matters in China and only about 5% of Chinese open their e-mails every day
  • It’s difficult to update real-time data jus through local CRM tools. What’s worse, HubSpot, as the most famous platform to manage leads collected from major marketing channels, can’t be used for marketing in China directly.

    Marketing automation has become an irresistible trend in the field of marketing and HubSpot, as a unicorn company, has an incomparable advantage in the field of marketing automation. Moreover, there is still no company with such strong advantages of marketing automation in China. Therefore, it’s important to take advantage of HubSpot in China for better marketing.

    WeChat Integration for business expansion in China

    However, how do companies make full use of HubSpot’s advantages of marketing automation in China? It’s necessary to get familiar with the situation in China. Different social channels are popular in China and influence Chinese people’s life and work. With the appearance of SCRM, social media is being paid more and more attention by companies. Therefore, the social channels of China are significant elements that firms can’t neglect for better marketing in China. WeChat integration is an inevitable trend to expand business in China. According to WeChat’s data released on 10 January 2023, in 2022, the total views of the original content on the WeChat Channel (video account) increased by 350% year on year and WeChat’s daily active advertisers expanded by over 30% year-on-year. More and more companies are aware of the importance of WeChat in brand marketing and promotion. Many users will leave leads on WeChat when they view or click some link or advertisement shared by some companies, moreover, more and more users are accustomed to communicating with colleagues through WeChat even dealing with some trivial tasks on WeChat. As the one of most popular channels in China, WeChat must be an important channel to generate leads. So any company trying to improve brand awareness in China needs to put their priority on WeChat in China. It’s generally acknowledged that leads from various channels need to be collected and analyzed through one platform to improve the efficiency of marketing. Therefore, professional CRM tools need to integrate with WeChat.

    HubSpot WeChat integration of iParllay

    It’s a common phenomenon that HubSpot integrated with popular social media in other countries, but the condition in China is different. To solve the tough problem for companies that have difficulties in the marketing of China, iParllay supplies the solution of HubSpot WeChat integration, which can help Firms search, identify and capture leads generated from the business’s official account automatically and effectively. Leads on WeChat can be synchronized to HubSpot through HubSpot WeChat integration so that it’s more convenient for companies to know about the properties of customers from WeChat and track their behaviours. The solutions provided by iParllay can be divided into the following parts.

    • With the popularity of WeChat, more and more people are accustomed to using it not only in daily communication but at work. Therefore, WeChat is one of the most important tools to collect leads for marketing in China. HubSpot WeChat integration helps companies synchronize leads from WeChat with a higher efficiency, analyze data comprehensively and supply a basis for making successful marketing strategies.
    • Firms can know about customers’ habit deeply from the reports obtained through the service of HubSpot WeChat integration. Various custom reports will be created on the ground of the leads synchronized to HubSpot. Reports can give a visual presentation of lead generation and conversion in the market of China
    • Webhooks API is also available to options of companies. Firms can send messages to inform business customers’ behaviours and track and update customers’ experiences through the HubSpot WeChat integration of iParllary. Reflect corresponding customers’ properties on WeChat.
 
 
 
HubSpot WeChat Integration Solution for marketing in China

Summary of HubSpot WeChat Integration Solution

HubSpot is one of the strongest companies in the world and it has established a collaborative relationship with many famous platforms, helping numerous companies to improve efficiency and promote their brands better. WeChat, a social Channel with a large user base in China, become the choice of more and more companies for marketing. Therefore, HubSpot WeChat integration is the best option for companies to expand their business in China.

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2023年2月13日
0
mini programs marketing tools

Get a WeChat Official Account from Iparllay

By | IParllay Marketing Blog, Marketing in China, WeChat Marketing

Get a WeChat Official Account from Iparllay

More and more social channels are flooding into our life to meet the communication need of people, which changes the pattern of communication and information dissemination. The appearance of social media also improves the revolution of marketing. For better brand exposure, the method of marketing must keep pace with the times. Therefore, the personnel for marketing always pay attention to emerging social media closely. According to local situations, different social platforms are developed and popular among people in different countries. WeChat is the only social platform with more than one billion active users in China, therefore it arouses much attention from businesses. Any company aiming at entering the market of China must focus on the significant role of WeChat in information dissemination. If you are a firm that wants to expand the business and build your brand in China, WeChat must be a strong tool to help you reach your goal. As a local platform with a large user base, WeChat could reduce the challenges that companies will face in unfamiliar surroundings. With the help of WeChat, you get to know about the features of users from China quickly and make tailored strategies for marketing. Then which functions of WeChat can help you nurture and attract customers effectively? WeChat official accounts and mini-programs are two functions that enterprises can’t neglect for better marketing effectiveness in China.

mini programs marketing tools

What is a WeChat official account?

WeChat official accounts are important functions provided by WeChat for firms to generate leads effectively. Then how does a WeChat official account serve for companies’ marketing? Firstly, it’s a mature channel to help brands gather followers. Being immersed in the flood of information, people are more cautious about their choice of purchasing nowadays. Therefore, it’s more important for brands to maintain old customers for relatively stable conversion. WeChat official accounts are available for companies to maintain existing followers and improve their loyalty. Moreover, it supplies a platform for companies to interact with their customers and keep a good relationship with clients in a long term. Second, it can send followers to push notifications. With the support of WeChat official accounts, no matter when companies post content, a push notification will be automatically sent to followers in time. Any campaign or information of companies can be known by its followers as fast as possible, which increases the exposure of brands and maximizes the effectiveness of marketing. Third, it can redirect followers to a website or e-commerce. The content posted by companies stimulates customers’ purchasing desire to inspire them to place orders from companies, therefore it can influence customers’ decisions in purchasing.

What is a WeChat mini-program？

Mini-programs of WeChat can be regarded as simplified apps. They are often products provided by a third party on WeChat for users to enjoy some functions directly. Various mini-programs enable WeChat to supply better services for users at the lowest cost. It’s said that mini-programs are apps within WeChat. The users just need to search for the mini-program that they need on WeChat and don’t need to skip out from WeChat for downloading new apps. Moreover, mini-programs don’t take up the memory of smartphones. Mini-programs of WeChat promote the efficiency of work, which is also the reason why more and more people in China choose to deal with trivial work or communicate with colleagues and customers on WeChat. Integration of diverse functions on WeChat supports their work more effectively and marketing for their brands more conveniently. companies, therefore it can influence customers’ decisions in purchasing. 

Why you should get a WeChat official account from Iparllay?

WeChat official accounts and the mini-program of Iparllay improve the register conversion and customer repeat purchases. Firstly, the service of WeChat official account and mini-program from Iparllay help businesses identify the users of various mini-programs on WeChat official accounts. CDP of Iparllay can analyse the data across platforms by the following three steps.

l Integrate WeChat official accounts with Iparllay to form WeChat CRM.

l Combine WeChat mini-programs and Iparllay to form mini-program SDK

l Set up marketing automation through Iparllay workflow.

Based on the above steps, you can not only identify users of the mini-program on WeChat but also transform the traffic from the official account to the mini-program. Secondly, Lead the followers of companies’ WeChat business account to mini–programs automatically. Based on the journey of users of companies’ WeChat official accounts and users’ attributes, Iparllay can stimulate inactive users to use mini-programs in various marketing situations. The traffic leading often occurs after several situations: click menus or links; followers scan QR codes; open mini-programs; reply to some keywords. Thirdly, take advantage of official accounts to improve the conversion rate of mini-programs. Iparllay makes up for the shortcoming that brands can’t communicate with users of mini-programs through diverse functions of official accounts used for interactions. Iparlly can help brands push personalized content in official accounts to certain fans, improving the conversion of users from mini-programs. Fourthly, maintain old customers and inspire them to purchase again. Iparllay not only tags and classifies the customers who place orders on brands’ WeChat official accounts but also improve the repurchase effectiveness of users’ mini-program about followers’ habits, interest and status through the private traffic pool. Iparllay push template messages, campaigns, mini-programs and articles with pictures for brands. Fifthly, track and monitor the real-time data from mini-programs. CDP of Iparllay can analyze data across platforms. Brands can obtain the data that customers interact with official accounts, mini-programs and webpages to know about the journey of users, the conversion under situations and optimize marketing decisions with the support of Iparllay.

Summary of service of Iparllay

Mini-programs within WeChat obtain the support of users in a short time because of their convenience and it also has unique disadvantages for e-commerce businesses. However, it’s difficult to manage and nurture users. The close relationship between mini-programs and WeChat official accounts makes it possible to manage users effectively. Overall, you can identify users of mini-programs accurately, lead the traffic and improve the conversion and the repurchase.

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2023年2月7日
0

How to do marketing better through official accounts of WeChat CRM in China

By | IParllay Marketing Blog, Marketing in China, WeChat Marketing

How to do marketing better through official accounts of WeChat CRM in China

Do you want to expand your business and dominate a larger market share in the fierce competition of China? If you do, a localized marketing strategy is necessary and official accounts of WeChat CRM help you stand out in the market of China.

Background of social CRM

The world is ever-changing with the development of information technology. The speed of development is so rapid that companies are often abandoned by customers or markets due to their slowness. Therefore, almost all enterprises regard the ability to react to any change and new things as the key to existing in markets continuously. To follow the pace of the times, they must pay close attention to the latest technology for higher efficiency. That’s the reason why CRM was popular among lots of firms when it was proposed as a management concept and the appearance of a series of CRM tools also brought concerns from companies. However, nothing is everlasting in the world where technology is deemed as the driver of development. Communication Desire from individuals gives a push to the birth of various social platforms. Then social CRM replaced CRM to become the mainstream in the field of management. Humans’ lifestyle is also impacted by social channels greatly. Social media shorten the distance among people, communication gradually gets rid of the limitation of space. Moreover, social platforms become a place where information is disseminated effectively. Eventually, companies try to integrate it into their marketing for better conversion.

Which kind of social CRM is more suitable for marketing in China?

China, as a rapidly developing economy with a population of 1.4 billion, becomes one of the target markets that overseas companies want to enter the most. Of course, any firm must make localized strategies to improve customer awareness in a new environment. Nowadays, social media plays a more and more important role in people’s life. Now that we have mentioned social CRM and its influence above, WeChat in China must be introduced here for those overseas firms. WeChat is a social platform launched by Tencent in 2011. It can be known from its name that the function of WeChat focuses on supplying a high-quality channel for people to communicate online. If you are from an overseas country and not familiar with WeChat, you can deem it as China’s WhatsApp. The number of active users in WeChat is over 1.2 billion, which is the reason why WeChat can’t be neglected when you mention social media in China (Statista). WeChat accounts for 34% of China’s total data traffic (Walk the Chat). There is no such app that can occupy such a large market share in the world until now. Moreover, users not only use WeChat as their communication tool in daily life but they are also accustomed to using it at work. According to South China Morning Post, 90% of Chinese professionals prefer WeChat for workplace communications. Although e-mail is also often used by people at work, 70% of Chinese still prefer to choose WeChat for communications related to work (Marketing to China). 60 million users actively use WeChat for work. Therefore, if a foreign company want to promote its brand or business in China with social CRM, WeChat CRM must be the key to help you open China’s market.

Official account of WeChat CRM in China

 WeChat is started as a platform to communicate, while it becomes a channel with more functions. The function of the WeChat official account was launched in 2012 and it was named as WeChat official account or WeChat official media. Designed as a tool for mass texting to connect brands and subscribed users and to replace messaging, WeChat official account is tailored for firms, governments and media. Then how should a business use WeChat official accounts for marketing? An official account of WeChat CRM is an ideal option for overseas companies to promote customer awareness in China.

How to use the official account of WeChat CRM effectively for marketing?

iParllay helps companies to create an official account where customers could have a better experience on the mobile end. Some details are given to display the overview of the whole solution.

  • Official account of WeChat CRM from iParllay can push specific content for different followers through its personalized menus within the same official account. iParllay disseminates accurate content for each follower of companies, improving users’ experience.
  • iParllay upgrades the function of presetting content to reply to followers for personalized interactions on the ground of followers’ properties and behaviours. Under the support of iParllay, companies can supply unique experiences for customers, recommending the content that they are interested in at a proper time, leading fans to download materials and register and helping firms to size the best opportunity to complete conversion.
  • iParllay can identify the sales opportunity accurately. Automatic marketing of iParllay supports firms to send followers of WeChat official account pictures and information, output real-time conversion rate of each stage, analyze the effect of campaigns and identify potential clients with the guidance of certain marketing aims.
  • Tags of multi-dimension and scenes owned by the official account of WeChat CRM in iParllay assist enterprises to establish exclusive tag systems. Businesses can tag followers from the official account of WeChat and pave a solid ground for tailored operations.
  • Knowing the value of the brand official account of WeChat CRM, iParllay helps companies make full use of the functions of the WeChat official account to strengthen the connection between firms and target customers and finish the whole marketing process from identification and nurture of clients to conversion.

Based on the investigation of the target customers and its industry, iParllay designs the marketing procedure of clients’ WeChat official account to improve conversion rate continuously within a day at the fastest speed through professional WeChat marketing plans and strong automatic workflow.

Summary of the official account of WeChat CRM in China

The official account of WeChat CRM is an effective tool to support overseas companies improve their’ customers’ awareness in China and promote conversion. iParllay, with rich experience and excellent service in marketing through the official account of WeChat, must be the best option for overseas companies to expand their business in China and stand out from the fierce competition.

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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4日
0

How to find sales leads in WeChat official account？

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

How to find sales leads in WeChat official account？

The WeChat official account has become an important platform for companies to promote products and services, so the opportunity of communication between users and enterprises have increased significantly.

How to find users with purchasing needs in the WeChat official account in a short time, quickly realize sales lead mining, improve sales lead management, and promote purchase, becoming a challenge that every enterprise must overcome when operating WeChat.

Users who have an intention to buy but have not yet made a deal are called sales leads.

In the WeChat official account, although we can see a lot of user-related information, such as new users, reading rate of articles. However, it is difficult to find out who clicked on the menu to enter the online store of the company, which generated an interest in purchasing products.

Or after a promotion, it is impossible to identify whether a large number of unfollowed users came just because they received promotional gifts and left at the end of the campaign.

Therefore, although there are a large number of users in the background of the WeChat official account, how to find these sales leads that play an important role in the marketing and sales of the enterprise is the key to helping enterprises achieve higher profits.

Ignoring the management of sales leads can lead to the loss of a large number of sales leads and miss valuable sales opportunities.

Short-term marketing campaigns aimed at user growth masked the fact that the long-term production ratio was unhealthy.

For those users who have specific behaviors, such as clicking on the electronic mall in the corporate menu, that it is a group of people who are more interested in the products.

Parllay will record their personal attributes in the system according to their behavior, and help companies find those who are interested in buying products, which is what we call sales leads.

When an enterprise accesses its Wechat official account background to Parllay, Parllay will track the users comprehensively. Users’ click menus, scan QR codes, registered members and other behavior information will be fully recorded in the user’s personal behavior. This will facilitate the management and communication of different customer。

For those who have specific behaviors, such as clicking WeChat Mall, it is a group of people who are more interested in corporate products. Parllay records them in the system according to their life cycle, behavioral interests, and geographic geographic attributes, and calls them “sales opportunities,”  which we call sales leads. To find more sales clues with Parlly will shift the focus of marketing to marketing returns, from simple content output, brand promotion, to product-effect integration and data-driven marketing stage.

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2023年1月4日
0

WeChat User Lifecycle

By | IParllay Marketing Blog, WeChat Marketing

WeChat User Lifecycle

We all just want to be understood, right?
Think of your role as a WeChat user, consumer, and customer – not as a marketer. Which companies – the ones that you interact with their WeChat Official Accounts – do you feel have a deep understanding of and appreciation for your needs, desires, and interests?
Most marketers think they know their users very well or are satisfied with how well they know their users – that means we should jumping for joy, right? The game is won! We understand our users and thus our our WeChat marketing can’t fail. Huzzah!
You’re not alone if you think this seems… premature. The truth is, many marketers do know their customers – from buyer personas to web analytics, there have been enough years worth of data to discover who your audience actually is. But that was before WeChat.
WeChat created the ultimate entrance for social and mobile – your prospects and customers are now interacting with you “on the go,” across channels, and often, in real time (offline to online). Traditional data and analytics don’t show you everything you need to know about your WeChat users. But you need to know everything of your users on WeChat. Actually traditional data analytics will only provide you a single point of view of the life cycle and instead you need to treat WeChat users as clients to understand their lifetime.

Essentially, using the lifecycle view allows you to keep your users at the center of everything. Sounds appealing, right?

The user lifecycle, sometimes known as a customer journey, is helpful when it comes to mobile marketing because it also acts as an organizing framework. With mobile, the term “big data” became an overwhelming reality for marketers. The lifecycle frameworks provides a way for you leverage your data and experiences in a step by step way that addresses the real needs and motivations of your users.

Here’s how the user lifecycle framework helps you:

  • You can: Glean insights from data better understand the customer and create a truly valuable experience
  • You can: Get a customer-centric view that ensures the focus is on moving every customer through the lifecycle based on their individual behaviors and actions – not group assumptions
  • You can: Deliver personalized messages based on user interests, desires, and needs that highlight what they want and drive your business forward

Let’s take a look at the four stages of the user lifecycle, how they apply to your app, and what you can do at each stage (Acquire, Engage, Grow & Retain) to harness and drive long-term loyalty.

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2023年1月4日
0

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

Customer Relationship Management, CRM was initially developed in United States. The concept was originally brought by Gartner Group. In early 1980 there was Contact Management, to collect all information in-between client and company communication. Till 1990 it has transformed into Customer Care including telephone support center as well as data analysis.

Customer Service or Customer Care is one of the core links of CRM
Through integration with Tencent WeChat official software “Duokefu”, it has a complete industrial level customer service based on WeChat official account.
Duokefu function is available for all certified Service and Subscription accounts and allowing up to 100 customer representatives be online at the same time; can be logged in on both PC and mobile devices to delivery customer services. Customized add-ons could be developed based on Duokefu which allows in-depth personalized services for companies to satisfy user needs.

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2023年1月4日
0

Effectively manage WeChat users with “lifecycle”

By | IParllay Marketing Blog, Marketing in China, WeChat Marketing

Effectively manage WeChat users with "lifecycle"

Parllay has formed its own unique judgment of WeChat users to customers by working with multiple customers and projects on WeChat platform for a long time.

In the process of user-to-customer formation, users have three very important attributes:

(1) Common population geographic attributes such as gender, geographic location, avatar, alias, etc.

(3) The attributes of user’s behavior interest, such as whether they often participate in offline activities, their attitudes toward a product, and whether they often visit websites and so on.

(3) User life cycle attributes, whether users or paying customers, is a way for enterprises to differentiate users according to the intensity of purchasing intentions. The stronger the intentions, the higher the probability of successful marketing.

Most enterprises use customer relationship management system (CRM) to manage customer life cycle in a unified way. They can not only recommend high-value products to VIP customers, but also follow up in time to promote customers who have purchasing intention.

CRM has a huge impact on marketing and sales, which is the fundamental reason why many Parllay customers attach importance to “customer life cycle attributes”.

However, new challenges will follow. Traditional CRM in WeChat is difficult to exert its huge advantages. Complex settings and high prices are difficult to help marketers achieve marketing goals in the short term. The reasons are as follows:

WeChat user behavior is complex: from offline to online, from WeChat to webpages (authorized access to web pages), from one system (such as card coupons) to another system (customer service), traditional CRM software recording and tracking data that is sold and actively entered by customers, but lacks a proven ability to track user behavior within WeChat’s ecosystem.

WeChat upgrades frequently: in order to satisfy the customer experience, Wechat upgrades quickly and iteratively through the Internet almost on a monthly basis, while traditional IT systems are difficult to achieve the goal of marketers in the short term in order to maintain stability.

For example, a customer of Parllay, a multinational digital product retail giant, needs to count the number of times that users scan specific QR codes after each retail store purchases electronic products. Because every scanner will get a beautiful T-Shirt, but in order to prevent cheating, the statistics must remove the repeated scanners. In this case, no powerful CRM can help.

High complexity of implementation: Compared with the theme of marketing activities, one month and one theme, one push topic is changed every week. The traditional IT system is implemented in quarters or years, from system planning to launching on-line implementation for one year. As little as 6 months. Imagine, in this case, which marketer can bear it?

Understanding the importance of user lifecycle attributes, we look at how Parllay customers manage WeChat official accounts. We treat the user lifecycle as an independent attribute and divide it into seven phases: “users – leads – high quality sales leads – sales opportunities – intention customers – paying customers – loyal customers – others”, others are enterprise-defined.

The significance of users’ life cycle management in WeChat

Firstly, it can help enterprises focus on the key business results when formulating WeChat marketing strategy. Visual understanding of the specific number of ordinary users to pay customers, rapid adjustment of marketing input.

Secondly, when marketing activities are carried out, enterprises can precisely send messages according to different stages of the life cycle of customers, and promote the gradual transformation from users to paying customers.

Thirdly, examining different marketing scenarios from the perspective of users’ life cycle can help enterprises better set up marketing activities, achieve micro-credit user management, pursue the growth of users while paying attention to the transformation of users in specific marketing scenarios, whether to enter the next stage. Make the marketing work orderly, coherent and executable.

Fourthly, we can quickly synchronize valuable customer information into enterprise CRM without waiting for the upgrading and implementation of IT system.

However, in the background of WeChat official account, enterprises can not manage the users’ life cycle. They only provide some information about the population geographical attribute  of the users.

 If an enterprise relies on the above information to make decisions when formulating its business strategy, we can say that it is almost equivalent to throwing darts blindfolded and looking at luck.

Making full use of the three attributes of W users to make correct decisions is a pain point that Parllay can help marketers solve.

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2023年1月4日
0

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

For WeChat official accounts, the seemingly simple path from acquiring users to promoting users to buy products is actually tortuous and changeable. Especially when the number of users exceeds a certain stage, after experiencing large-scale user growth, many enterprises have entered a bottleneck period. The typical characteristics are as follows:

1. Not only did the growth of users decelerate, but business growth also did not improve.

2. Engage with users, but users continue to unsubscribe.

3. Serious imbalance of input-output ratio.

The above reasons are mainly due to the incorrect use of marketing strategies by enterprises.

Enterprises should pay full attention to the following four key scenarios when using WeChat to promote business growth:

1. Get users

When it comes to how to get users, the first instinct of most marketers is to advertise on KOLs, but this is only the first step to get users. The second key step is to interact with users in a timely manner when they follow the Wechat official account. For example, when a user scans a QR code subscribing to a WeChat official account from an offline store, he may be rushing to subscribe for “welfare” given by a promotionist, while a user who subscribes to account through a WeChat search would like to know more about the brand. Comparing these two types of new users, it is obvious that the latter’s purchase motivation is much weaker.. In the scenario of acquiring users, the second kind of marketing scenario can be opened only if the users are persuaded to stay.

2. Interact with users

Two core channels for users to subscribe to brand official account are QR code scanning and active search. It’s no exaggeration to say that we think we spend a lot of time writing WeChat articles every week, but we can neglect the contribution in promoting getting users. So why do companies invest heavily in hiring public relations companies and copywriters to create different content? That’s because post content according to user’s different attributes can greatly improve the effect of interaction. For example, for users in Beijing who are interested in buying or renting a house, it is much better to send the  information of house that around their geographic location than to send the news that the people of the whole country are “happy to hear and see”. When the brand can fully understand the interests of users, users will choose to stay.

3. User retention

When the company successfully created “10w + reading” and “100w H5 page visits” through marketing promotion, congratulations, you have entered the third kind of scenario to promote business growth. At this point, you need to gradually transform from disseminating KPI to transforming KPI, using the attributes of life cycle to understand users at different stages of purchase, more scientific than simply understanding the geographical attributes of population such as gender, geographical location. For example, when the user is in the bar excited to buy your wine, they may not be considered your customers. But if the enterprise needs to continue to grow, we need this kind of impulse consumers convert to sustained consumers, enhance their loyalty. Customer retention scenario is the most complex, but it is also the core of driving business growth.

4. Customer growth

When we complete three key scenarios, we accumulate a large amount of user behavior data.

A WeChat official account with more than 1 million users generates more than 100 million user behavior data a year. Making use of big data to make scientific decisions is the basis to ensure the rational use of marketing resources. At this stage, the rational use of  users data, automatic follow-up management of potential sales opportunities will become routine work. For example, when a user visits a website to learn about a product, automatically issuing a coupon to them will facilitate the purchase. Or when users buy expensive products in the store, it automatically pushes a service satisfaction survey to improve the customer experience. The customer growth scenario is not only the final scenario, but also the beginning of the new user acquisition scenario.

We believe that convert users to customers is the core goal of enterprise to operate WeChat.

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2023年1月4日
0

Three attributes of WeChat users that marketers should understand

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Three attributes of WeChat users that marketers should understand

Marketers face uncertainties every day. Such as doing surgery, even with excellent medical skills and sophisticated equipment, it is difficult to guarantee 100% success of each operation.Because human life is only one time, before each major operation, doctors must do a variety of investigations and repeated surgical procedures before they can be implemented.How many of our companies have thought when complaining about the poor effect of WeChat: Do we really understand the users?

Usually, there are three kinds of user attributes of WeChat official account: population geographical attributes, behavior interest attributes and life cycle attributes.These three types of attributes provide very important information in the formulation of our operational strategy. In some complex scenarios, several attributes will be involved to play a role at the same time.Understanding and making good use of these attributes of users, the marketing strategy formulated through reasonable analysis of WeChat big data is scientific and effective.

1. Population geographical attributes

Users information, such as avatar, alias, ID, gender and geographical location, which we know in the background of WeChat, belongs to the population  geographical attributes and is the most basic information. When enterprises use these information to make decisions, they always feel inadequate. For example, when we logged in the WeChat official accounts platform and found that a large number of users who unfollowed, we naturally wondered: Who are these people and have they bought our products? Although you know who they are, what you want to know more is what you did, which made them lose interest in the business and leave. This requires understanding the user’s second attribute: behavior interest attributes.

2. Behavior interest attributes

As far as we know, a official account of 100,000 users will produce more than 1,000 w user behavior in a year. Most of the behavior can not be seen in the background of WeChat, such as: scanning QR codes, sharing geographical location, sending pictures, unfollowing (yes, your user leaving the account is the last behavior), and so on. This is what we call “user behavior attribute”.

For example, an offline promotional activity, involving 500 participants, 200 people scanning QR code to follow the WeChat official account, only 50 people left contact information, and finally 15 people were traded on the spot. It is worth thinking about: 150 people will not subscribe if they are not interested, but after following without leaving contact information, what did they do in WeChat? If there are opportunities, should enterprises conduct targeted research and conduct effective user behavior data analysis? And what did the 15 people who eventually completed the transaction see and do in WeChat? Know the enemy and know yourself and you can fight a hundred battles with no danger of defeat.

3. Life cycle attributes

The first two attributes, we stand in the user’s perspective to understand their appearance. The attributes of life cycle are to understand users from the business point of view, or to understand users’ purchasing intentions, and to judge their marketing/sales stage. B2C and B2B enterprises have slightly different processes, but essentially the same.

B2C corporate marketers pay more attention to the common characteristics of certain types of customer groups, such as the users participating in marketing activities, and the proportion of men and women who are converted into members. B2B corporate marketers are more concerned about the characteristics of individual sales leads, such as all potential customers who leave contact information online, and what information they have learned from WeChat and websites.

The marketing scenario of WeChat is complex and changeable. Sometimes we need to synthesize the above three user attributes for analysis and judgment. For example: whether the customers who ultimately buy products in different offline stores are converting points online or not, and what common characteristics do frequent converters have in terms of consumption capacity? There are many examples like this, which require the marketing staff to go deep into the various scenarios of WeChat marketing carefully, and make marketing strategies scientifically based on user attributes in specific scenarios.

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