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WeChat Marketing

2023年1月4日
0

What is users engagement in WeChat official account?

By | IParllay Marketing Blog, WeChat Marketing

What is users engagement in WeChat official account?

Many companies often ask us, what is WeChat engagement?We divide the engagement into several scenarios: WeChat engagement, web engagement, offline WeChat engagement.

 

1、Users engagement——in WeChat

Common types of engagement in WeChat include clicking menu, replying keyword, reading, following, unfollowing, etc.

From the perspective of Parllay, there are at least 20 kinds of engagement in WeChat, and most of the engagement are not visible in the WeChat background, such as unfollowing. A small number of engagement can only see numbers, not interactive users. But engagement is bidirectional. If we don’t know who the interactive person is, how can we marketing and communicate with the interactive users even if we reach 10W + ?

2、Users engagement——in Webpage

Common interactive include website visits, page visits,stay time, and interactive page push. The engagement mentioned above is the product of the Internet PC era, which is deficient in the era of WeChat mobile marketing. The former can only see virtual numbers, but the latter can see specific people is. And we can use WeChat to know who this person is, male or female or where the actual geographical location is. Most importantly, because they are WeChat official account users, enterprises can directly interact with the visitors to the website. For example, when a customer visits an enterprise product page, the user is given a preferential information for different products to stimulate product purchase, thereby improving the sales conversion rate by 20%.

3 、Users engagement——offline

Common interactive indicators include the number of scanning, the number of followers who scanned a QR code, WeChat payment and so on.

QR code is the best tool for linking offline and online. In most scenarios, it is used to encourage users to participate in engagement. It is also an interactive data that enterprises with large offline entities should pay attention to, because these engagements will effectively promote personalized communication among different customer groups. Enterprises should attach great importance to the users who use Wechat to pay for products. They promote the change of users’life cycle attributes, from users to paying customers or intentional customers. These engagements will directly affect the enterprise’s scenario marketing strategy in the later stage and the sustainable development of business.

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2023年1月4日
0

Precision marketing in WeChat official account

By | IParllay Marketing Blog, WeChat Marketing

Precision marketing in WeChat official account

Precision marketing is no longer an unfamiliar concept. From Baidu Search Engine Marketing (SEM), precision advertising has begun to flourish and has become a huge Internet advertising industry.

Marketers use a variety of precision ads, such as the WeChat circle, to find people who match the buying characteristics. For example, Jingdong’s targeted advertising is only shown to specific groups. But this only happens outside the WeChat official account, and the precision marketing we are discussing today happens inside the WeChat official account.

Why should we have precise marketing in WeChat?

Because the users in the WeChat official account of every enterprise are complex.

They have different gender, age, educational background and educational level, and their understanding of product information, concerns are also different.

Trying to send all the information of the company to all users by the “one-size-fits-all” way will not only bring a very bad user experience, but also can not achieve the purpose of marketing in the value transfer, resulting in loss of users. Worst of all, more and more users will do not follow the WeChat official account any more.  

 A man complained to me about his experience.

 One day, he inexplicably received a research report from a famous women’s brand, invited to comment on the women’s print. The man was very dissatisfied with it. First, he didn’t know why he was involved in the women’s wear research. Second, he didn’t know the so-called printing. The third key point is that he has never purchased the brand before.

He followed the account just considering the possibility of buying clothes for his children in the future, in order to facilitate the understanding of the brand activity information. Perhaps this survey is for male users, but can it be more precise? Will these key messages that lead to product improvements be sent only to customers who have purchased? Such examples, too numerous to mention, deserve to be highly valued by enterprises.

It is not complicated to do precision marketing on the WeChat official account. We only use the three types of precision push methods commonly used by Parllay customers for reference.

Dividing users groups by population and geographical attribute.

1. According to gender:

 In the above case, we can conduct separate research on male users and female users.

2. According to location:

A real estate enterprise can push the purchase and rental information of the region to the city’s users.

According to Behavior Interest

1. Users participating in an event: A tire brand pushes information for users participating in offline activities, and encourages them to activate members.

2. Users visiting WeChat website: A multinational consumer electronics customer push promotional information for such products to those users who visit different product sites.

3. Users replying keyword: An internet finance customer push the product improvement experience plan to people who reply keyword.

According to the life cycle

1. Users in Specific product line: A high-end wine is invited to participate in offline activities to promote the conversion into a continuous purchaser.

2. Users participating in online activities: A car brand aimed at users leaving mobile phone numbers on H5 website.

3. Users already paid: The women’s brand we talked about, more effective for members-initiated activities than to easily trigger dissatisfaction.

 The WeChat official account serves as a key platform for brand and consumer communication and completion of business transactions, Marketers think carefully about what they say when they send information. But what we want to say is that before we sculpt the text, we should think more about whom the information should be given to , and whether it can achieve the final result of our post. In order to better carry out accurate marketing, Parllay  (Wechat CRM) suggests that marketers consider scenario content marketing strategies.

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2023年1月4日
0

MARKETING AUTOMATION

By | IParllay Marketing Blog, WeChat Marketing

MARKETING AUTOMATION

With the development of the Internet and digital marketing, the channels for enterprises to do marketing are increasingly diversified, and the rise of social media has made it possible for companies to engage with users. When it comes to social media, I have to say WeChat. It is a closed circle with heavy relationship and light communication. Enterprises can conduct peer-to-peer interaction with customers. WeChat is an open platform and opens up many technical interfaces. Many customer management functions are realized through the development of these interfaces, so WeChat is a natural customer portal.

Many companies still have misunderstandings in using WeChat for marketing. We only use WeChat as a tool for content dissemination. There is no awareness of customer transformation. If we focus on the user transformation level, the meaning is completely different. Of course, content is important. First we need good content to attract users. Attention is the basic appeal, when your users have the opportunity to understand your business. We can use technology to push different content for users with different reading interests. We observe that a user changes from a basic user to a user who has a preference for certain types of content, and we can further judge his true intention in the process. With different Campaigns on WeChat, we can turn the just open id into a real user.

When it comes to user conversion, it involves conversion efficiency. Conversion rate is the cornerstone of enterprise growth. Improving user conversion efficiency is the core appeal of all enterprises. With the increasing and mature means of digital marketing, marketing automation that can achieve precise marketing and improve marketing effectiveness and efficiency is gradually recognized and adopted by more and more enterprises.

The marketing automation system is more like a central processor. When we face a diversified channel, the first thing we need to do is to integrate. The process of integration is to connect the various marketing channels and open up the identity of the user. When we have the ability to connect to various channels, the next step is to make each marketing channel work together. We can configure the business logic through this central processor to achieve automatic triggering of each channel.

These tasks are only the first step, so that the marketing channels that were originally fighting for each other are managed together and can cooperate with each other, which is equivalent to opening up the omni-channel marketing path. The next step is to further manage the user. To do this, you must be able to track the user in all channels and record the user’s behavior. At the same time, you need to establish a complete label system to identify the user. The more and more labels on the user, the more clearly his profile becomes clearer. From the perspective of marketing, we are not pursuing individual user portraits, but to find a group of users with certain characteristics, and have sufficient insight into such users, which can help us judge what to do next.

The core work of marketing automation will eventually fall to the data level. The technology is not the most important, and the business logic is the first. Any automation realized by the system can be effective from a business perspective. Through the integration of data, the tracking of user behavior data, the accumulation of tag data, the generation of user profile, and the analysis of user depth, the ultimate goal is the transformation of customer value, which is the essence of marketing automation.

Parllay is the leading personalized WeChat marketing platform in China. Through its marketing automation capabilities, Parllay is committed to helping companies transform WeChat users into customers faster and more efficiently, helping them to fully understand and personalize each target user.

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2023年1月4日
0

What’s the difference between the WeChat Official Subscription and Service Account

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

What’s the difference between the WeChat Official Subscription and Service Account

From the view of WeChat users there maybe not so many differences between the Subscription Account and the Service Account. As it seems like the Subscription Account folding shows inside the Official Account list and the Service Account independent shows in the dialog list in our WeChat. But From the view of Enterprises, it’s almost totally different.


1. QR Code

Whether the Subscription Account or Service Account, the QR code can be created in the background of WeChat public platform. However, the parameter QR code can only be created by the Service Account, which means this will not only can let users subscribe the same Official Account but also can help Enterprises to identify the following users from which channel. Combined with the feature of Parllay-automation, you could also automatically tag users from different channels. Achieving personalized engagements based on user’s tags and their behaviors.

Parametric QR codes have two types of it. Which is temporary and permanent QR codes. The permanent QR codes can be created up to 100,000 to meet the marketing needs of enterprises.

It will required enterprises to develop according to the interface document by themselves if they would like to use the parameter QR code function of the Service Account.

Or the feature could be used directly by choosing Parllay.

2. Data capabilities

The Service Account has much more interface which allows us to check the key data results, such as who scanned the QR codes, who visited the H5 pages by the articles posted in the Official Account, whether they shared the pages to others, all the data related to these kinds of user behaviors can only be available by the Service Account.

This is especially very important to the enterprises who wish to use the WeChat Official Account to convert their users into leads on the websites. Data capabilities are also important to WeChat marketing, you can also create the marketing funnel to do the analysis of conversion, it’s a necessary part of the daily operation of the WeChat Official Account. 

3. Articles post

From the view of the enterprises, the Service Account can post 4 articles each month; the Subscription Account can daily post 1 article. But from the view of users, they can monthly receive up to 4 articles from the Service Account and can be received up to 31 articles from the Subscription Account.

However, although the number of the Subscription Account posted is far more than the Service Account it won’t be shown to the user’s dialog list. The chance that articles can be first viewed by WeChat users is also greatly reduced.

On the other side, Service Account provides a set of AIM(advanced interface module) which allows us to post 100 times daily, by sending different messages to different users, the increasing number of post times greatly improves the effect of precise interaction between enterprises and users.

For example, an enterprise plan to send promotional discounts to users every week on the Service Account. And segment all its users into two groups.

Users of Group A: 1,000 VIP members

Users of Group B: 6,000 ordinary members

Planning to push two messages per week for each group.

So in one month, the enterprise sends total eight messages (2 messages per week, 4 weeks per month) to the two groups of users, while members and VIP members the discount information received are different, but the total number of messages received by each user per month is still four.

4. Template message

Enterprises can apply for the use of template message function through Service Account as a notification to service users. Each industry has its own industry-specific template. Enterprises can submit applications according to Wechat’s prompt in the management feature of Wechat public platform, which can be used after Wechat’s approval. The format of the template message is relatively fixed. Although it can only be edit by text, it can also add links. Enterprises can modify the corresponding fields in a limited range when they use it.

There are two kinds of usage of template messages. The first most common scenario is integration into CRM or systems used by enterprises. For example, if you have a bank card tied to the Official Account, you will receive a notice of withdrawal when it is completed.

The second situation is that template messages are used as activity notifications for the convenience of the marketing department. In this case, it needs the help of Parllay to complete the push. Because the template message can be selected in the WeChat background, but the background cannot available for push, so if the marketing department wants to push the template message to users without Parllay, it needs the support of it’s IT department.

5. WeChat Payment

Wechat Payment is familiar to everyone, but only the Service Account can use the Wechat Payment which can insert links in the pushed articles at will, instead of putting links in the “Read more” at the bottom of the article. This can greatly improve the click rate of article links. Through the practice of Parllay, it is proved that adding the front links in the article, adding links to graphics, and using well-designed CTA (call to action) can greatly increase the click rate by 2-3 times, or even more.

Topics: WeChat Service Account, WeChat Subscription Account, the difference between subscription and service account, menu, QR code, WeChat data, WeChat articles, WeChat menu, WeChat marketing

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2023年1月4日
0

WeChat CRM Customer Nurturing Guide

By | IParllay Marketing Blog, WeChat Marketing

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%.

nurture customers mainly through content development.

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

Drive Users to Your WeChat Official Account with QR codes

By | IParllay Marketing Blog, WeChat Marketing

Drive Users to Your WeChat Official Account with QR codes

WeChat automatically creates a QR code for each WeChat official account, and the app itself has a built-in QR code scanner. You can also customize the QR codes to match your branding. These codes can be posted in all of your marketing channels, such as on other social media networks (not Weibo you might get penalized), product packaging, brochures, or even in your brick-and-mortar stores.
QR codes are a great way to entice customers as they allow you to offer discounts, promotions or free WiFi access. With just a simple scan, you can boost both sales and followers on your WeChat official account.

 

 

WeChat Pay
WeChat pay is similarly based completely around QR codes. Businesses hoping to accept WeChat pay will need to get very familiar with QR codes very fast. As we all know phones can both generate and scan QR codes allowing users to receive and make payments with just their phone alone.

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2023年1月3日
0

WeChat Content: Create Valuable, Emotionally Appealing, and Useful Content

By | IParllay Marketing Blog, WeChat Marketing

WeChat Content: Create Valuable, Emotionally Appealing, and Useful Content

Creating high-quality content on WeChat is absolutely essential and one of the most important parts of successfully maintaining a WeChat Official Account. Content should be informative, useful, and of consistent quality to maintain your base and attract new followers. According to recent research, 49% of the WeChat users would share an article on WeChat if they believe it‘s useful.
People can get bored easily and you need to create content that is interesting and educational in order to stand out and draw traffic. Content on WeChat Official Accounts should generally align with the following rules:

-Make sure that your content evokes positive emotions;
-Create interesting and entertaining visual content (gifs, stickers, infographics)
-Make your content unusual, unique, and useful
-Choose headlines that envoke curiosity, awe, emotion
-Create “how-to” type content that specifically answers the most frequently asked -questions and provides solutions to the problems of your target customers


Research shows that video is also booming on social networks. GIFs and videos are compelling visuals that can support your storytelling, especially for industries like fashion and beauty, food and beverage. Short video, in particular, has become incredibly popular which can be seen with the rise of platforms like Douyin/TikTok and Kuaishou.
WeChat Search
Coming up with new content on a regular basis can be incredibly difficult and if you outsource it, downright expensive. WeChat’s closed system makes it incredibly frustrating as well, as you could create the best piece of content in the world and watch it get little to no traction on the platform. WeChat introduced a search feature in 2018, that many brands have hope to make use of to improve the velocity of their content.
The search function on WeChat is still relatively new, so extensive research and testing has yet to yield any concrete strategies for dominating WeChat search. If it’s like any other search engine, keyword optimization could help drive traffic to relevant articles. This is something to consider in the content creation process and in your overall WeChat marketing strategy.

The “Wow” of WeChat
WeChat recently underwent a massive update in January 2019. Some of the biggest changes were a redesign of the overall look of the app and the addition of a “time capsule” feature similar to Instagram, Snapchat, and Facebook’s stories feature.
A lesser-known addition was the “Wow” feature. When reading articles posted by subscription accounts if users click on the like button, the article will be shown to all the user’s contacts under the “Wow” tab under WeChat’s “Top Stories” section. This drastically increases the importance of likes in terms of content as it gives the content another opportunity for it to spread organically. This makes likes a much larger factor and striving to achieve likes should be a part of every brand’s WeChat marketing strategy.
Scheduling Posts to go out at the right time
Since WeChat Official Accounts are very limited in the amount that they are allowed to post, you should make sure that each post goes out at the right time for the maximum effect. Most articles tend to go out during business hours in China, making it one of the most competitive times to post an article.
When posting an article on WeChat there are two things you should consider on the timing of your article.
1. Picture your target user. When do you think they‘d be reading on WeChat? Commuting time, After work, or maybe even Sunday morning?
2. Look for times when readership numbers are up and competition is low. This prevents your article from getting drowned out while still getting a good amount of views.
Be sure to keep these in mind when formulating your WeChat marketing strategy.

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2023年1月3日
0

Use WeChat HTML5 Campaigns to Shock, Awe and Engage

By | IParllay Marketing Blog, WeChat Marketing

Use WeChat HTML5 Campaigns to Shock, Awe and Engage

HTML5 (H5) Campaigns are a great way to encourage customer engagement. WeChat Official Accounts are capable of hosting pages built with HTML5 to create unique and creative campaigns. Brands can launch H5 campaigns with a variety of creative features, such as voting, games, quizzes, and more!

To motivate your audience and encourage participation, it’s good to provide attractive incentives, such as discounts and gifts to go along with the campaign.

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2023年1月3日
0

Use WeChat Advertising to Drive Measurable Results

By | IParllay Marketing Blog, WeChat Marketing

Use WeChat Advertising to Drive Measurable Results

WeChat advertising is an effective way to boost followers in the early stages. This form of advertising is only available to companies with a WeChat Official Account. You should create a good amount of content to ensure that you keep your followers after having them arrive on your account prior to launching an advertising campaign.
WeChat provides three advertising options for verified accounts: Moments Ads, Account Ads, and KOL Ads.
WeChat Moments Ads: These advertisements are shown in the users’ WeChat Moments, which is similar to the Facebook Newsfeed. The minimum budget for activating Moment Ads is $50,000 RMB (approximately $7,500 USD). This can be somewhat flexible depending on the company applying to purchase advertisements. This money can then be spent to purchase ads with a variety of targeting options. The price of the ads varies depending on the cities and target audience group.

WeChat Banner Ads: This is a flexible and cost-effective approach. You can target a specific target audience and these type of ads offer both CPC and CPM pricing models. Again the minimum price to activate the advertiser account and purchase these ads is RMB 50,000 (approximately USD $7,500) The advertisement is shown at the bottom of the articles of WeChat official accounts with high subscription and view rates. As these types of ads have a CPC model, they can be a stable way to grow your WeChat presence.

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2023年1月3日
0

Promote your WeChat Official Account & Content On Other Social Platforms

By | IParllay Marketing Blog, WeChat Marketing

Promote your WeChat Official Account & Content On Other Social Platforms

You have to identify which channels of internet communication your target audience uses. Where are your prospective customers most active? What platforms do they spend the most time on? These platforms don’t necessarily even need to be Chinese! Try Linkedin, Facebook, etc. to help boost your WeChat Official Account‘s reach.
One of the keys to properly using a WeChat official account for business is knowing how to leverage other resources to grow your account, as using only the resources available on the platform is often not enough (unless you want to spend your way to the top). Regardless of your company size this should always be a part of your WeChat promotion strategies.

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