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China and WeChat: Opportunities in B2B - BrightonSEO - Anna Milburn slideshare

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The Chinese market is growing in interest for many international businesses, but many of the case studies shared focus on B2C products and sectors like fashion and beauty. But there is just as big an opportunity for B2B brands to see success in that market. Anna will highlight the opportunities and explain how to make the most of them – with a specific focus on Wechat and how the Chinese super app can be an effective channel for B2B brands.

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China and WeChat: Opportunities in B2B - BrightonSEO - Anna Milburn slideshare

  1. 1. | China: Opportunities in B2B on WeChat Anna Milburn // Webcertain Group SLIDESHARE.NET/ANNAMILBURN
  2. 2. | Contents WeChat history & overview WeChat account types Before you open WeChat official account • Creating WeChat opportunities After you open WeChat official account • Seizing WeChat opportunities 2
  3. 3. WeChat history & overview
  4. 4. WeChat before
  5. 5. | WeChat before 5 History Historically, Weixin was created as another western platform alternative for Mainland China in 2011. Once it gained 100 millions users, the app was made available globally and was renamed “WeChat” for a better international launch. Because of the constant evolution of needs coming from natural usage and the international launch, WeChat has changed quite a lot in the past few years.
  6. 6. | WeChat before Concerns As per usual, the main concern comes from the Chinese government over Social Media platforms: checking and controlling the content and ideas Chinese users can have access to. This is why most of the westerner online platforms are not allowed in Mainland China and also why it is so complicated to open an official account for a foreign entity…. But it is possible as long as you are not scared of administrative steps and you are loaded with patience!! 6
  7. 7. WeChat now
  8. 8. | WeChat now 8 2018 was synonym of opportunity Back in 2017, WeChat announced that foreign entities, which were not allowed to promote their services or products through a WeChat official account to Mainland China, will now be able to do so.
  9. 9. WeChat account types
  10. 10. | WeChat account types 10 Service account Provides the facility to offer a wide range of services through WeChat to online Chinese users with enhanced user management capability. This type of account is commonly used by oversea businesses from various verticals for lead generation purposes.
  11. 11. | WeChat account types 11 Service account Provides the facility to offer a wide range of services through WeChat to online Chinese users with enhanced user management capability. This type of account is commonly used by oversea businesses from various verticals for lead generation purposes. Best for: ecommerce, social selling and service promotion Main possible steps: brand awareness, customer acquisition, conversion and retention.
  12. 12. | WeChat account types Subscription account Provides the facility to push content through WeChat – it allows a strong communication and management system with the Chinese readers. Because this is a solely content based account, only Chinese legal entities can apply for it… Best for: any content marketing campaign Main possible steps: brand awareness, information sharing 12
  13. 13. | WeChat account types 13 Enterprise account This is an account type which is a kind of cross breed between Webex, Facebook Workplace and Google Hangout… It has mainly been designed for companies who would like to communicate with their staff using one app only, WeChat.
  14. 14. | WeChat account types 14 Enterprise account This is an account type which is a kind of cross breed between Webex, Facebook Workplace and Google Hangout… It has mainly been designed for companies who would like to communicate with their staff using one app only, WeChat. This type of account is not relevant to any marketing activities.
  15. 15. | WeChat account types Mini program This is the creation of a sub application within WeChat for companies who would like to use WeChat not only for educational campaigns or promotion of services but mainly as a platform of interaction where online coupons could be redeemed, where monetary transactions can take place… …basically the missing link between online and physical store. 15
  16. 16. | WeChat account types Mini program This is the creation of a sub application within WeChat for companies who would like to use WeChat not only for educational campaigns or promotion of services but mainly as a platform of interaction where online coupons could be redeemed, where monetary transactions can take place… …basically the missing link between online and physical store. Best for: big brands who would like to attract customers into their stores, and make WeChat the easiest way to share, pay, request stock updates, chat with a customer rep, etc. 16
  17. 17. | 17 WeChat account types Available features Service account Subscription account Messages directed to users 4 per month 1 per day Push notifications ✅ ❌ WeChat page interface customization ✅ ✅ API Menu ✅ ❌ E-commerce + WeChat Pay ✅ ❌ Geo-localization ✅ ❌ Voice recognition ✅ ❌ Service account vs subscription account Available features Service account Subscription account QR code generation ✅ ❌ Follower data segmentation ✅ ❌ Coupons ✅ ❌ Advertisement ✅ ✅ Sogou ❌ ✅ Chat bot ✅ ✅ WeChat Store ✅ ❌
  18. 18. Local vs oversea account
  19. 19. | 19 WeChat account types Available features Local account Oversea account Usual account finalization time A few weeks Around 3 months WeChat advertising ✅ ✅ WeChat pay ✅ ❌ Coupons ✅ ❌ Wi-Fi ✅ ❌ WeChat store ✅ ❌ Instant store ✅ ✅ Customer service ✅ ✅ Page template ✅ ❌ Protection ✅ ❌ Service account vs subscription account Available features Local account Oversea account Voting management ✅ ✅ Comments ❌ ✅ Device connection ✅ ❌ Menu customization ✅ ❌ Menu management ✅ ❌ Template message for chat bot ✅ ✅ Segmented postings ✅ ❌ E-invoices ✅ ✅
  20. 20. Before you open your WeChat official account
  21. 21. Create WeChat Opportunities
  22. 22. | Establish your brand Provide rich industry & product insights Show your human side Garner support from different departments 22
  23. 23. | Establish your brand 23 Company values First, you must determine your company values. • What do you strive for? • What is important to you? • What were your founding intentions and goals? Make sure that you understand your company values so that you can communicate them as underlying themes for your content and in your brand positioning.
  24. 24. | Establish your brand 24 Ways to communicate your brand on WeChat When you know your brand, you can position and communicate your value across the market and to your customers. • Company history • Stories • Founder’s interview
  25. 25. | 25 Establish your brand Provide rich industry & product insights Show your human side Garner support from different departments
  26. 26. | Provide rich industry & product insights Emphasize your brand authority by sharing your knowledge through industry and product insights. The more professional and helpful your content, the more people will follow you. Provide timely insights on relevant topics that add value to your audience. Help people learn about your industry by writing content on your website that answers the questions they have about the solutions you offer. That way, you have content to share on WeChat once you open your account. 26
  27. 27. | Provide rich industry & product insights Ideas for content to share on WeChat: • Case studies • Reports • Whitepapers • Hot topics • News • Company social events 27
  28. 28. | 28 Establish your brand Provide rich industry & product insights Show your human side Garner support from different departments
  29. 29. | Show your human side Your social media audience is made up of people who are genuinely interested in not just staying topical and knowledgeable but also learning more about who your company is. Therefore, the content you release on WeChat should not be just company news. It must also have educational and social features, such as topical content, staff pictures, human language, etc. In fact, there is an 80/20 golden rule: 80% of your WeChat posts should inform, educate, and entertain your audience, while only 20% should directly promote your business. 29
  30. 30. | Show your human side We are all human, and we want to engage. Because more and more people are engaging online, this is where you need to show the human side of your business. This type of marketing is called H2H: human-to-human. You can balance your H2H and B2B marketing on WeChat: • Write your profile as B2B-oriented—so professional and corporate • Write your content and campaigns as B2C-oriented—so warm and human 30
  31. 31. | 31 Establish your brand Provide rich industry & product insights Show your human side Garner support from different departments
  32. 32. | Garner support from different departments 32 Maintaining your WeChat official account is not a 1-person job. Especially for a B2B company, you’ll get the best results and the most leads if you bring in your various teams to support as needed.
  33. 33. | Garner support from different departments 33 • Account design • Sales • Pre-sale • After-sale • Technology • Customer service Bringing in the experts from your various teams will provide your followers with the best experience of your company’s products and services.
  34. 34. | 34 Establish your brand Provide rich industry & product insights Show your human side Garner support from different departments
  35. 35. After you open your WeChat official account
  36. 36. Seize WeChat Opportunities
  37. 37. | Cross-promote your social media channels Social media channels do not operate in silos. You should cross-promote your various social media accounts across your various social media accounts. Now that you’ve opened your WeChat account, make sure to create your company’s WeChat official account QR code, and share it across your various social media channels. Don’t forget to share links to your various social media channels on WeChat as well! 37
  38. 38. | Content is King 38 B2B’s most powerful weapon is content marketing. Providing useful content of- value to your audience will build your follower base. Your WeChat promotes your content. Your website houses it. The goal is to drive traffic from WeChat to your website to convert your followers into customers. You do that by writing and sharing compelling content.
  39. 39. | Traditional Product Marketing • One-dimensional • Broadcast • One-to-many • Content • Long and Paragraph • Manual (data collection) 39 Content is King Marketing and Sales Engage and Influence Hypergrowth Product Marketing • Multiple-dimensional • Networked / Interactive • Many-to-many • Context • Short and Visual • Automated (data collection)
  40. 40. | Content is King 88% of B2B companies conduct content marketing, which saves 62% of the cost compared to traditional marketing and brings over 3x the leads. 55% of B2B companies plan to increase their budget for content marketing this year. (Source: US Content Marketing Institute & Hiten Shah & Econsultancy report.) 40
  41. 41. | Content is King However, while more than 50% of companies conduct content marketing, most do not have a clear direction. 70% of marketers simply do not know what a sustainable or integrated content marketing strategy is. 41
  42. 42. | Strongly position your brand to promote your products The purpose of content marketing is to educate your audience while promoting your brand and products. Customers make purchasing decisions based on more than just price. Sometimes, they consider the spirit of the brand, a sense of intimacy with the brand, the feeling of safety and satisfaction that comes from purchasing a recognized brand product, the experience of growing with a brand, etc. 42
  43. 43. | By providing effective content with strong branding helps your audience understand your products/services and the unique value that you bring. B2B companies must position a strong brand and reputation. Otherwise, in the increasingly homogenized market, B2B companies may lose their competitive edge. Focus more on top of funnel, such as branding, leads, and awareness. 43 Strongly position your brand to promote your products Generate awareness Generate demand Foster consideration Drive purchase
  44. 44. | To transform what we do, we first must transform what we think. Product marketing plays an important role. Focus more on strategy, content, competitive insights, customer benefits/values, and positioning. 44 Strongly position your brand to promote your products Product SalesMarket
  45. 45. | Seed your content 45 Content seeding is a strategic approach to scatter content across the internet. Content creators spread content to various outlets where that content will be read, noticed, and spread. This marketing approach increases brand awareness by pushing content across the web to relevant target groups. The B2B social media marketing cycle is not like B2C. B2C may quickly profit on a social media platform just by the nature of what they sell, while B2B involves a complicated purchase behaviour map.
  46. 46. | Seed your content 46 Customers may read your articles on your WeChat, then check more details on the web to know about your brand reputation, service, customer feedback, etc. For example, for some IT companies, customers can’t directly download software from WeChat, so they must go to the website. So it’s important to share your content on WeChat and beyond for the best results and the most leads.
  47. 47. | Engage with your audience It’s important to not just post on WeChat, but also interact with your customers on the platform. You can gain valuable insights about your audience through WeChat, including their interests, activities, lifestyles, and much more. This information will allow you to better target your customers’ interests and emotions. To reinforce this connection, make sure to create stories and content that relates to these interests and emotions, and then engage with your audience on WeChat. 47
  48. 48. | Engage with your audience Engagement opportunities on WeChat: • Instant messaging • Follower community pages • Group chat • Online products book 48
  49. 49. Opportunities & challenges for B2B Marketers on WeChat
  50. 50. | 50 Opportunities + Challenges for B2B Marketers on WeChat Marketing Prospects B2B B2C Purchase motivation Objective reasoning Subjective reasoning Decision period Longer Shorter Interactive channel Multi-channel Social Marketing environment Online and offline Retail and e-commerce Experience Custom Custom
  51. 51. B2B marketers face unique opportunities and challenges
  52. 52. | 52 Hyper-growth opportunities and challenges for B2B products Digital transformation opens the door Execs believe digital will disrupt business Execs believe improving customers’ experience is a top priority Digital Disruption – 89% Digital Experience – 72%
  53. 53. | 53 Hyper-growth opportunities and challenges for B2B products Challenges More expensive Multiple people/teams involved Different background and use preference Longer and more comprehensive buying decision process Higher QoS requirement
  54. 54. Digital marketing is an important sales lead source for B2B companies—with WeChat as one of the main channels in China.
  55. 55. | 55 Marketing tactics 86% 73% 64% 50% 48% 48% 36% 34% 34% 27% 27% 23% 23% 16% 16% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  56. 56. | 56 Top Sales Lead Sources Source: Sagefrog B2B Marketing Mix 2017 Report Referrals Email Marketing Tradeshow Events SEO Social Media Marketing Traditional Advertising PPC Public Relations Programmatic Telemarketing Direct Mail
  57. 57. Thank you anna.milburn@webcertain.com www.webcertain.com in/webcertain.com @WebCertain

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