WeChat is the most popular mobile social media platform in China, with 73.7% of internet users frequently using the app. It's likely that every Chinese person you know uses WeChat.
For B2B companies, WeChat is the most important content marketing channel after search engines. WeChat Official Accounts function similarly to LinkedIn company pages or mobile websites, and offer numerous features to optimize marketing strategies and account settings.
How can you master this awesome Chinese app? How can you adapt to the unique habits of WeChat users? What can you post on your WeChat account?
This article will give you some tips on how to better manage your marketing on WeChat.
How can you optimize your WeChat account profile?
We recommend that you createa “Service Account” for B2B companies. This type of account allows you to send content directly to subscribers’ discussion lists and offers more development features.
- Name and Logo
Before naming your official WeChat account, try out different names in the search bar to avoid duplicating existing accounts.
If your company has only an English name, we suggest using the English brand name along with a relevant Chinese keyword to clarify the nature of your business.
For companies with Chinese names, a combination of the "Chinese-English brand name" (优美科 Umicore) is ideal for making it easier for your customers to find you.
WeChat recommends a logo size of 120 x 120 pixels, but larger square logos, such as 200 x 200 or 300 x 300, are also acceptable, as long as the logo remains clear and recognizable.
- Description
It’s essential to keep your description concise and highlight your core business activities.
We suggest specifying where the company is based to make it easier for people to remember. For example, your follower will remember that it’s a Belgian biotechnology company.
- Welcome Message
When the user clicks the “Follow” button, a welcome message appears immediately. The welcome message is the first point of contact between your company and your new followers.
Avoid generic responses like “Thank you for following us.” Instead, use this opportunity to provide valuable information. For example, guide users on how to find details about your products, get technical support, or access key documents.
Here is a suggested template:
"Thank you for following [Company Name].
Click on the menu below for more information about our products.
You can also get automatic responses for certain keywords: [Keywords].
If you have any sales or technical questions, please contact us at: [Contact details].
A well-optimized welcome message not only encourages interaction with the WeChat menu but also provides immediate access to essential information.
- Automatic Responses Based on Keywords
WeChat offers an automatic keyword-based reply feature, which helps reduce the loss of leads due to delayed responses. The keyword is not related to search engine optimization, but rather to the keyword you have chosen to trigger automatic replies.
We suggest that you enable keywords in direct messages to find out which products or services users are most interested in and to continuously expand your keyword library.
If users send random keywords, set up a default response that directs them to your sales team or to a form they can fill out for lead tracking.
How do you publish high-quality content?
You can use your monthly quota of four posts to maintain engagement with a diverse content strategy.
- News
Share updates about your business, product launches, as well as event previews and recaps.
- Educational Content
Provide tutorials, white papers, or industry insights.
- Case Studies
Highlight customer testimonials to support long B2B decision-making cycles.
- Season's Greetings
Send greetings to your prospects and customers during traditional Chinese holidays.
Pay attention to WeChat SEO and include keywords (brand, industry, product) in the titles of your posts to make them easier to find.
Add a "Contact Us" link at the end of the article so that potential customers can easily reach you. This can be an image or text, depending on the article's layout.
WeChat has a unique content design tailored to users' habits. Here are a few tips:
- Branding
Use your brand colors on the cover and in the layout to reinforce your brand image.
- Visual Tools
Use tools like Canva or Gaoding (a Chinese platform) to create cover images or posters. They're easy to use, offer many templates, and are particularly well-suited for non-designers looking to create visuals for social media.
- Editing Tools
When formatting articles, you can use WeChat editors such as Xiumi or 135 Editor to standardize the font, color, size, and line spacing, while adding decorative elements to keep the content visually appealing.
How to Maintain an Official WeChat Account
Attracting the right audience to your account is essential. Here are a few methods we suggest you try to increase your number of followers:
- Include your WeChat QR code on all your channels (website, newsletter, brochures, business cards, in-person events, etc.) to encourage B2B prospects to follow you.
- At trade shows or conferences, display WeChat QR codes and encourage visitors to follow you by offering a small gift.
- Share your business account with your contacts during professional interactions to ensure it appears in their message list.
“Moments” is WeChat’s most popular feature, and many Chinese smartphone users open the app just to check it out. You can post text, images, videos, and links to your “Moments.”
Sharing WeChat articles in the “Moments” feed can significantly increase views and attract new followers.
In addition, integrate WeCom (WeChat for Business) to manage private messages by forwarding them to internal staff, thereby creating a positive user experience from the very first interactions.
Precise targeting is crucial for B2B advertising on WeChat. To break into your niche market, we suggest following industry association accounts, submitting articles, and participating in webinars to increase your visibility within your industry.
WeChat offers a variety of advertising solutions. For B2B companies, investing in WeChat “Moments” ads allows you to precisely target industry professionals based on their location, job title, and industry to promote high-value content.
A successful official B2B WeChat account serves as a “mirror” for the brand, promoting lead generation, engagement, and a positive brand image. Through high-quality content, innovative design, and prompt customer interaction, your account can significantly improve brand awareness, customer loyalty, and lead conversion.
If you're having trouble with WeChat marketing, contact us for professional assistance.