What about using email for marketing communications such as email newsletters or drip campaigns to your potential Chinese clients? This is one of those tactics that should be considered an “add-on”, but not a core focus. If you are creating useful content for WeChat and elsewhere, then you might as well release it as an email newsletter as well.
WeChat for B2B Marketing
WeChat is the single most important social media platform in China. We whatsapp japan number use it extensively. WeChat could be compared to WhatsApp or Facebook or PayPal or many other things, but none of those comparisons does it justice, because it effectively replaces all of those in China, and more.
From the perspective of B2B marketing, WeChat can be helpful in a few key ways.
First, it is a great place for you to share long-form content with your followers. Think of an email newsletter or blog. While the content we share on WeChat isn’t formatted just like the content for a blog, it is somewhat similar. WeChat should usually be the first place that you post key content. Here’s an example WeChat article we created for Epsilon, so you can get an idea of the basic format.
Next, WeChat will function like a mini-website of its own. You can create custom menus that allow your followers to find key information conveniently. (Check this 5-minute video tour of WeChat menus.)
Third, WeChat is a great tool for you to communicate directly with your potential clients. They can contact you via your official account, but your salespeople will also almost certainly want to directly connect with their prospects via their personal WeChat accounts as well. This is because WeChat is the most direct way to reach somebody, and also forms the basis for building a real relationship.
It’s also important to note what WeChat is not. WeChat is not a solution for SEO or social marketing on it’s own. WeChat is a “closed garden”, and the rate that your content can reach new users on WeChat without advertising is relatively low.
This brings me to the next point, which is that WeChat’s advertising solutions have gotten better for B2B companies in recent years. While advertising on WeChat used to only be relevant for huge consumer-facing brands, it is now possible to start advertising on a budget as low as 1,000 USD. Plus, the targeting has only gotten better. As an example, we recently used WeChat ads to bring in followers and leads for a company that sells very expensive logistics software solutions.