More content on WeChat Marketing coming soon

WeChat Customer Journey, WeChat Ads, Social CRM, business cases, etc…

What is Wechat marketing?

• Wechat marketing [WalktheChat]
• The Ultimate Beginner’s Guide to WeChat for Business [Dragon Social]

Key takeaways from this event: Event | WeChat Masterclass – The Secrets for Success on WeChat | May 2018 [AmCham]

• WeChat is not a strategy, it’s a channel
• WeChat is most efficient at the bottom of the funnel – not great for brand awareness
• WeChat is not a search based ecosystem
• it should be extremely clear what people will get out of your account from the very beginning ’San and follow us for….’
• Tencent is very protective of the WeChat user experience, don’t expect it to be especially ad-friendly anytime soon
• Content has a short lifespan, bring it back to life by linking to previously published posts at the end of the article
• Not all followers are created equal – people who follow you due to campaign or promotion are likely to be less engaged and/or shop following
• Brands should be using marketing automation for WeChat, and most haven’t caught on that they should be

WeChat Marketing Tactics​

• Don’t push out content just for the sake of remaining active
• Learn how to optimize WeChat SEO
• Make the best use of your WeChat Official Account ​

• Beyond the buzz: Practical tips on leveraging WeChat in China | July 2018​
• 5 Brands Using WeChat Best Practices | June 2018 [Olivia Plotnick]
• Top 3 WeChat Marketing Tactics for 2018 | May 2018 [hiCom]​

Wechat main drawbacks for marketers

In May 2018 – WeChat still offers a limited experience for marketers.

• The ability to do Facebook-style retargeting or “Lookalike audience targeting” (finding profiles on WeChat similar to your existing users/customers) is not provided
• High cost per advertising impression (CPM)
• Limited insight from WeChat back-end about followers, content performance and level of engagement – difficulty to optimize content with limited Analytics data.
  • Basic metric NOT provided by WeChat back-end
    • unable to track the performance of links within your copy (aside from the ‘read more’ link at the very bottom of the post)
    • unable to track bounce rate or how far a user made it through the piece.