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WeChat Marketing

2022年12月28日
0

How to find sales leads in WeChat official account？

By | IParllay Marketing Blog, 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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2022年12月28日
0

FAQ about Chinese Liebian (Affiliate/Referral marketing)

By | IParllay Marketing Blog, WeChat Marketing

FAQ about Chinese Liebian (Affiliate/Referral marketing)

LieBian is a Chinese popular marketing term regarding Referral or Affiliate Marketing that what you are familiar with. It is a low-cost and high efficient way to get traffic and leads, with the help of the social relations of users to achieve brand communication and leads generation.

Its essence is to use social sharing and various incentives to bring new users by existed users.

The core elements include initial users, game design, sharing channel, sharing guide, and landing page etc.

What are the ways of Liebian？

  1. Referral: reward after sharing
  2. Invite: the inviter and the invited are rewarded at the same time
  3. Group/PinTuan: the inviter and the invited enjoy rewards / discounts after buying together
  4. Distribution: to develop subordinate sales to earn the commission
  5. Crowdfunding: inviting more peopleto help get rewards

What are the functions of the Liebian Poster based on the WeChat Official Account(WeChat OA)?

  1. custom Liebian marketing campaign
  2. Setup multi step task
  3. display of multiple products
  4. winner ranking list
  5. Blacklist detection
  6. Data statistics and reports
  7. Practical Liebian guidance

Get Parllay Liebian free

How to plan a Liebian campaign based on WeChat OA ?

  1. Setup and create a Liebian poster
  2. Inform the OA followers to share the posterto participate in the campaign
  3. Initial followers sharing the poster and inviting friends to help
  4. reward reminder after the help
  5. Get reward

What types of WeChat OAs suppot Liebian campaign?

Both the Subscription and the Service account type be supported

*Parllay Liebian only support the Service Account type for the time being

Can multiple prizes be set for the same Liebian campaign?

It can meet multi-level tasks, the number of helpers required at each level is different, and the rewards that can be got are also different. In general, the reward of multi-level task is superposition. There is also a ranking list that can be used for followers to compete.

How do users/followers get rewards/prizes after participating in the campaign?

The system will issue prizes automatically. Rewards can be actual items or virtual products. The delivery methods include express delivery, baidu cloud link or lottery link. The exchange code is mostly used for companies with their own verification system.

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2022年12月28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.

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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2022年12月27日
0

How to synchronize sales leads from WeChat to a 3rd-party CRM?

By | IParllay Marketing Blog, WeChat Marketing

How to synchronize sales leads from WeChat to a 3rd-party CRM?

Syncing the sales leads generated on WeChat to the third-party platform or CRM is not a problem at all for marketers with technical support, but the challenge is how to identify the sales leads from your WeChat followers.
First, we need to clarify that WeChat refers to the WeChat official accounts (excluding Mini Programs), the sales leads refer to followers who have been binding with their real contact information, including the followers’ head, nickname, gender, phone number, email and other info that has been collected by enterprises. A follower will be different because of the business demands. The sales department wants to communicate with the follower directly by phone or email to create more sales opportunities. The marketing department wants to know what the follower is interested in, their use intentions, and whether the customer needs to be nurtured continuously at what stage.

Next, I will give some practical operation methods for the synchronous demand of sales leads and marketing leads respectively:
[method 1: filling the form on web page+ excel statistics]
This is the most traditional way. Enterprises adopt the unified landing page and guide WeChat followers to the web page to fill in information from pushed WeChat articles or official account menu. The marketers get the contact information of followers from the customer database and send them to the sales repre; or use Excel sheet to record and import into CRM to wait for sales automation. However, due to the lack of followers’ relevant information, the marketers can not identify the followers corresponding to the sales lead, and can not start the nurturing efforts.
Advantage: no additional investment(cost)
Disadvantages: manual operation, unable to nurturing on WeChat
[method 2: filling the form on web page + CRM automatic synchronization of customer information]
On the basis of method 1, the sales leads collected by the web pages are automatically synchronized to CRM to reduce the labor input. But the issue of how to matching sales leads with the same WeChat followers has still remained.
Advantage: marketers don’t have to synchronize leads manually
Disadvantages: cannot to do the the customers nurturing on WeChat
[method 3: filling the form on web page + CRM automatic synchronization of customer information + followers information]
On the basis of method 2, leverage Parllay WeChat-CRM to integrate the web page and CRM, and the followers still need to link to the web page from WeChat to leave their contact information. Parllay will record the information of followers, and synchronize the important information filled in by followers from the form on the web page with CRM. For followers, their experience will be the same as method 2, but the benefits are the marketers can smoothly and quickly find the correspoding followers from Parllay, and for the sales repre, not only can they see the contact information of the followers, but also the interaction behavior of the followers on WeChat (such as QR code scanning, etc.)
Here, Parllay also provides two other 3rd-party synchronization methods:
1.Use the open API of Parllay WeChat-CRM, to integrate with your any 3rd-party systems, and obtain all information of WeChat followers synchronously;
2.Parllay WeChat-CRM has built-in integration with HubSpot. Marketers can directly view various information of the followers in Parllay and HubSpot, it’s a feature that comes with Parllay-WeChat CRM Enterprise version and without any additional developmentefforts.
Advantage: follower identification and leads synchronization are completed automatically without manual work
Disadvantages: using the method proposed in 3 (1) requires your technical team to do some technical work based on Parllay’s API;
[method 4: followers leave messages in WeChat OA + CRM automatic synchronization]
This method is the most popular and the best for the customer experience. Customers only need to leave their phone numebr or email address directly in your WeChat official account, then Parllay WeChat-CRM can directly synchronize all the followers’ information to HubSpot CRM.
Advantage: The sales leads from followers are fully synchronized automatically to CRM without any manual operation. HubSpot CRM is free and supports automatic synchronization of salesforce CRM
Disadvantages: marketers need to be familiar with using Parllay WeChat-CRM and HubSpot CRM.

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2022年12月27日
0

How do companies maximize their leads on WeChat?

By | IParllay Marketing Blog, WeChat Marketing

How do companies maximize their leads on WeChat?

STEP 1: INTRODUCTION

It is crucial to have a clear Wechat introduction for your company. The Chinese like fancy presentations, H5 pages, videos and minisites, so it is important to consider these when building your Wechat account. When your audience sees your Wechat account they will decide their first impressions of your company based on your account page, so it is hugely important to get this right.

STEP 2: CONTENT

Content is the most important part of Wechat Marketing. It can be difficult to get visitors on Wechat, so producing good quality content regularly can help increase your visibility. Content including useful tips, market information, special offers etc can really help encourage your audience to follow you on Wechat.

It is difficult for companies in B2B to produce shareable content, and most of them have the temptation of producing corporate only content. For our company, if we were to only send information about Gentlemen, we would probably not have many followers. Therefore, we choose to produce added value articles for our broad target audience, including market information, tips to achieve success in China and how to maximize results.

STEP 3: COMMUNITY MANAGEMENT

As previously mentioned, Wechat is a closed platform and in the early days, you will really need to heavily promote your account and your content. It may sound simple, but 95% of companies in lead generation fail to promote and share their content in groups, forums websites, and other media platforms. Some companies also forget to share their QR code for their Wechat account on their website and with emails to clients. By not doing this, your company is potentially missing out on a lot of followers. Big companies will benefit from having a community manager; somebody that will integrate themselves into targeted groups, will interact with your target audience regularly share your content in groups and on their moments.

Community Management takes time because you first need to identify where your audience exchange information. You also need to spend time finding influencers who appeal to your audience who can also help share and promote your content.

Spending time integrating, communicating with the right message and replying to questions, and creating groups of members of your audience can be very time to consume initially, but can really pay off in the long run.

STEP 4: CUSTOMER SERVICE

Having an active customer service base on Wechat can be hugely beneficial in terms of instant interaction with customers who have queries. This is a great way to provide instant and direct information and quotations if necessary.

2. WECHAT BRANDING: HOW TO LEVERAGE WECHAT FOR BRAND’S COMMUNICATION

Wechat is the most popular communication channel for brands in China. High-end brands like the idea of privileged access and members deals, whilst mass-market brands have to produce viral content in order to receive maximum exposure.

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2022年12月27日
0

Effectively manage WeChat users with “lifecycle”

By | IParllay Marketing Blog, 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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2022年12月26日
0

Business Value of the WeChat Official Account

By | IParllay Marketing Blog, WeChat Marketing

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.

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2022年12月26日
0

Does it worth to have the WeChat-CRM at the beginning?

By | IParllay Marketing Blog, WeChat Marketing

Does it worth to have the WeChat-CRM at the beginning?

As more and more global enterprises considering to explore the Chinese market, WeChat marketing has been paid more and more attention by enterprises.
The fact is many foreign companies are not familiar with WeChat. Everything is a new start and has to learn from the beginning. For example: WeChat for personal and for business using are different. Here is where the WeChat Official Account comes up.

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

  • The popularity of WeChatin China – more than 1.4 billion users
  • Compared with receiving WeChatmessages, Chinese people have less habit of receiving and sending emails
  • Use WeChatinstead of the website as the main channel for marketing and customer acquisition
  • There may be more reasons…

Tencent allows enterprises to apply for and opening the WeChat official account for commercial use, but WeChat official account does not have complete marketing and data capabilities. Here is where the WeChat-CRM comes up. In a word, the WeChat-CRM is to help enterprises to empower their WeChat Official Account for business, marketing, analysis and an end to end SAAS solution.

As the companies have just understood the use differences of WeChat different types, realized that the commercial use is to need the WeChat Official Account, and applied for it, but because the WeChat OA is a new one which has no followers yet, or the number of followers is very small, Now the next question arises: Does it worth to have the WeChat-CRM at the beginning?

Definitely it worth to have WeChat-CRM at the very beginning:

  1. To record each of the follower’s behavior track(activities timeline) and WeChatproperties(geographical location, gender, sources, life cycle stages, persona, score, tag them based on their behaviors or interests etc-these important data and record would be very helpful and important for your insight of each of your follower and let’s say if you are going to have WeChat-CRM later, then these data of the previous followers will not be availabled any more, which will leading hard to identify the previous follower’s persona and their use intention of your business later on. WeChat backend does not provide such complete profile and data of each follower, which only involved the alias and WeChat nickname of each follower. That’s one of the reasons why every company worth to have WeChat-CRM at the very beginning.
  2. To give your followers an amazing first impression and personalized engagement to increase the retention and reduce the loss rate-Once your WeChat Official Account has been gone alive, then there will be potential customers to come in, so it’s important to give the new followers a good first impression to reply a welcome message and the personalized engagement based on their different sources and WeChat
  3. Another depressing fact is-WeChatallow followers to subscribe company’s OA but also allow them to unsubscribe. According to our many year experiences and our research, we found that the loss rate of new followers is average as high as around 50% of company’s OA before they implemented the personalized marketing. But after that the loss rate can be greatly reduced about 40% and can continuing to nurture the follower to become customers.

WeChat marketing is a process of accumulation. Do a good job of personalized engagement on a firm footing, and give each of your follower personalized care. Stick to it, and you will see the harvest and realize the business growth.

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