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Unlocking WeChat for B2B

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Learn how to leverage China's most popular social media platform for your B2B brand.

Published in: Marketing
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Unlocking WeChat for B2B

  1. 1. UNLOCKING B2B WECHAT EFFECTIVE B2B SOCIAL MEDIA MARKETING FOR CHINA
  2. 2. THE B2C WORLD LET’S FACE IT.. CAN SEEM MORE EXCITING THAN… SELLING iPHONES TO MILLENNIALS
  3. 3. THE B2B WORLD EVERYTHING THAT COMES BEFORE THE iPHONE
  4. 4. THE B2B WORLD PRODUCER OF RESIN EVERYTHING THAT COMES BEFORE THE iPHONE
  5. 5. THE B2B WORLD COMPOSITE MIXERPRODUCER OF RESIN EVERYTHING THAT COMES BEFORE THE iPHONE
  6. 6. THE B2B WORLD PARTS ASSEMBLYCOMPOSITE MIXERPRODUCER OF RESIN EVERYTHING THAT COMES BEFORE THE iPHONE
  7. 7. THE B2B WORLD PARTS ASSEMBLYCOMPOSITE MIXERPRODUCER OF RESIN EVERYTHING THAT COMES BEFORE THE iPHONE
  8. 8. AND THE CONTENT? NOT EXACTLY COMPELLING…
  9. 9. BUILDING FOLLOWERS IS HARD
  10. 10. MOMENT OF TRUTH
  11. 11. YOU’RE NOT BONO When you have realistic expectations for your B2B WeChat account, you will create better, more purposeful content. SO WHAT CAN YOU DO? Your B2B content is not likely to be shared on Moments, but more within niche WeChat groups and between your sales teams.
  12. 12. ACCOUNT BASED MARKETING [ABM] IDENTIFY TARGET COMPANIES TARGET WITH PERSONALIZED CAMPAIGNS BUILD LASTING RELATIONSHIPS THAT ARE DEEP laser like focus means identifying target companies in B2B - usually 300-1000 maximum
  13. 13. BUILD PERSONAS FOR YOUR KEY TARGET AUDIENCE LEARN EVERYTHING YOU CAN ABOUT YOUR TARGET AUDIENCE
  14. 14. UNDERSTAND THE CUSTOMER JOURNEY •WHAT ARE THEIR TOUCHPOINTS? •WHERE DOES WECHAT FIT INTO THAT?
  15. 15. REMEMBER THIS > MY ACCOUNT PURPOSE CLIENT LIFECYCLE CONTENT MANAGEMENT BANDWIDTH & TALENT BUDGET TARGET AUDIENCEB2B WECHAT MATRIX THE KEY ELEMENTS
  16. 16. MODERN MARKETING TECHNOLOGY
  17. 17. MARKETING AUTOMATION [CHATBOTS] Using a chatbot is a great way to engage a follower from the start, learn more about them, properly segment, and then continue to engage them by sending targeted, personalized content.
  18. 18. MARKETING AUTOMATION [THE VALUE OF SEGMENTATION] SOCIAL CRM CRM GROUP A GROUP B GROUP C 1 2 3 4 2 1 4 TARGET SEGMENT PUSH MESSAGE
  19. 19. MARKETING AUTOMATION [MINI PROGRAMS] WHAT TO REMEMBER Apps that live within WeChat can provide a unique opportunity for brands to provide a specific service to users while taking advantage of the popularity of this function. •Make sure your mini program serves a purpose and provides value. Don’t just have one to have one. •Know your users pain points and solve a problem.
  20. 20. WHAT WORKS?
  21. 21. H5 TRADE FAIR INVITES GREAT WAY TO CREATE ENGAGING CONTENT THAT IS USEFUL AND HIGHLY SHARED AMONG FOLLOWERS AND THEIR CONTACTS
  22. 22. MICRO INCENTIVES Encourage viewers to engage with posts by leaving comments. This post encourages viewers to leave a comment about which type of aircraft they like the most. The most popular will receive a neck pillow.
  23. 23. AVOID THIS [TOO MUCH TEXT]
  24. 24. AVOID THIS [TOO MUCH TEXT] TRY THIS [VISUALIZE THE CONCEPT]
  25. 25. EMPLOYEE ENGAGEMENT TELL A STORY. SHARE A DAY IN THE LIFE. ASK FOR OPINIONS. Involving your employees in your content is a great way to boost shares and make your brand seem more human.
  26. 26. ENABLE YOUR SALES TEAM WITH SHAREABLE CONTENT Chances are low that your B2B content will be shared on Moments, so how can you get your content to spread beyond your followers? Create content that is useful to your sales team. Something they can use out in the field or share within their groups.
  27. 27. KOLS In China, many people turn to Key Opinion Leaders for recommendations and product reviews. While B2C KOLs may be slightly different from B2C, there are still Thought Leaders that can be tapped into to share your content among a trusting, and engaged audience.
  28. 28. LIVE STREAMING You’ll be up against stiff competition for attention at a trade fair. One way to draw a crowd and reach a wider audience online as well is by live streaming.
  29. 29. GETTING YOUR CONTENT MIX RIGHT
  30. 30. PRESS RELEASE PRODUCT TRADE SHOW PREVIEW GLOBAL CONTENT COPY FUNNY TRENDING POST POSSIBILITIES…
  31. 31. THOUGHT LEADERSHIP CATEGORIZE INTO: INNOVATION NEWS EMPLOYEE ENGAGEMENT TRENDS PRODUCT TRADE SHOW PREVIEW PEOPLE WHITE PAPER SUMMARY TECHNOLOGY PRESS RELEASE ACTIVITIES INFOGRAPHICS FACILITIES GLOBAL CONTENT VIDEO
  32. 32. REMEMBER… QUALITY NOT QUANTITY
  33. 33. 34 SHANGHAI BOSTON HELLOCHINA@BRANDIGO.COM BRANDIGO.COM

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