{"id":1582,"date":"2018-09-28T17:07:03","date_gmt":"2018-09-28T09:07:03","guid":{"rendered":"http:\/\/jing.jingdigital.net\/?p=1582"},"modified":"2018-09-28T17:07:03","modified_gmt":"2018-09-28T09:07:03","slug":"with-wechat-marketing-automation-these-four-steps-can-turn-wechat-fans-into-customers","status":"publish","type":"post","link":"https:\/\/jingdigital.com\/en\/articles\/1582\/","title":{"rendered":"4 Steps to Convert WeChat Fans into Customers by WeChat Marketing Automation"},"content":{"rendered":"<p>In <em>WeChat User Ecology Research Report 2017<\/em>, Penguin Intelligence shed light on WeChat\u2019s massive footprint In China. In 2016, the platform reached 889 million active users, who drove 174.5 billion yuan in online transactions. This marked a 26.2% surge in year-on-year growth, and accounted for 4.54% of China\u2019s total data consumption. At the same time, the number of users whose daily average WeChat use exceeds 4 hours doubled, as did user interaction rate \u00a0and the number of heavy users. More and more enterprises will open official WeChat accounts, and taking it as the first step towards social CRM.<\/p>\n<p>&nbsp;<\/p>\n<p>But with this surge in official WeChat accounts, brands must now fight to grab the attention of a user base whose attention is increasingly fragmented, all while contending with the fact that open rates for public WeChat accounts have decreased.<\/p>\n<p>&nbsp;<\/p>\n<p>How can you make your brand\u2019s WeChat account stand out in this veritable ocean of information? With the help of some technical fixes, the sky is the limit. Tailoring each user\u2019s WeChat experience \u2013 in other words, 100% personalization \u2013 holds the key.<\/p>\n<p>&nbsp;<\/p>\n<p>Today, we\u2019ll take one JINGdigital customer \u2013 multinational retailer \u201cW\u201d \u2013 as a case study. Working hand in hand with JINGdigital, W managed to thrive despite WeChat user\u2019s attention deficit, and turn its followers into customers.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Company Background:<\/strong><\/p>\n<p>W is a large, international retailer and food manufacturer, operating over 12,000 stores in 24 countries and regions. Its portfolio includes health foods, beauty products, perfume, makeup, everyday items, foods, beverages, electronics, foreign wines, and airport retail. With over 1000 shops in 200 cities in China, it is the country\u2019s largest health and beauty product retailers.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Step 1: Attract followers<\/strong><\/p>\n<p>Generating a follower base is the foundation of any successful WeChat marketing operation. As China\u2019s leading marketing automation platform, we at JINGdigital advise clients to take the following two actions:<\/p>\n<ol>\n<li>Re-use WeChat servive numbers<\/li>\n<\/ol>\n<p>Open rates are ten times larger than read rates, largely a result of not being able to fold service numbers. WeChat only allows four service numbers per month.<\/p>\n<ol start=\"2\">\n<li>Combine online and offline efforts to rapidly gain more followers<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Providing sharable, high-quality content is one of the best ways to attract followers. JINGdigital has mastered the art. Recognizing active followers, optimizing headlines and structures, and improving post timing are just a few of the ways that we can help you increase the number of followers. Master these points, and 100,000 reads per post will very much be in the realm of possibility (while we won\u2019t go into too much detail here, check out JING College for more information).<\/p>\n<p>&nbsp;<\/p>\n<p>In addition, while online advertising and cross-platform promotion are key ways to add new followers, a one-size-fits-all marketing strategy will yield disappointing results. These days, WeChat users are reluctant to share their personal information; they won\u2019t just scan your brand\u2019s QR code randomly or give their details to an unfamiliar brand, even if you offer a gift or promotion. However, shoppers who enter a store already have some familiarity with the brand. W capitalized on this degree of \u201ctrust\u201d; they won\u2019t hesitate to scan a QR code or register for membership as they stand in a physical store. Therefore, close coordination of off- and on-line marketing efforts are the key to getting more followers.<\/p>\n<p>&nbsp;<\/p>\n<p>W has taken advantage of its highly-trafficked stores. They set up specialized QR codes at high-traffic areas, such as checkout counters. Once they can scan that QR code, you can push coupons, promotions, and other content. In other words, turn offline customers into online fans.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Step 2:<\/strong><\/p>\n<p>The fan base of a company\u2019s official WeChat account can be divided into two categories: content consumers and product consumers. Each content consumers is a potential product consumer. Through customized content, JINGdigital aims to turn content consumers into customers.<\/p>\n<p>Each fan has their own unique interests. On average, if you haven\u2019t piqued their interest after five posts, they\u2019ll become a \u201czombie\u201d follower, and disengage from your brand\u2019s WeChat account. By sharing the <em>right <\/em>promotion at the <em>right<\/em> time \u2013 in other words, highly customized content \u2013 you can convince content consumers to make a purchase. There are two key factors to successfully customizing your content:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Instant data collection and analysis<\/li>\n<\/ul>\n<p>The minute a new WeChat user follows the W WeChat account, the JINGsocial platform collects several pieces of basic information, such as gender, region, age, and acquisition source. At the same time, it begins the \u201cWelcome Journey,\u201d an automated conversation where a chat bot learns a few more details about the new fan: what content they\u2019re interested in, what types of products they like, and what services they need, for example.<\/p>\n<p>You can also analyze how fans behave on your brand\u2019s WeChat account, such as \u00a0opening rates for articles and stay duration. The JINGsocial platform allows you to tag fans, and provides the basis for personized content delivery. It allows you to:<\/p>\n<ol>\n<li>Differentiate between content and product consumers<\/li>\n<li>Identify which products content consumers are interested in, and push those products in a timely manner<\/li>\n<li>Identify the interests of your consumers, and promote those products to them.<\/li>\n<\/ol>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\" wp-image-1355 aligncenter\" src=\"https:\/\/www.jingdigital.com\/wp-content\/uploads\/2018\/09\/watsons.png\" alt=\"\" width=\"625\" height=\"304\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>With the addition of the \u201cWelcome Journey,\u201d the read rate on W\u2019s posts increased by 62%, the \u53d6\u5173\u7387 decreased by 60%, and the conversion rate jumped by 6%.<\/p>\n<p>The platform\u2019s instant data feedback also allows you to re-tag and re-classify users at any time.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Differentiated push<\/li>\n<\/ul>\n<p>The above process makes it easy to tag users and create a holistic picture of each fan. With the data, you can push via the WeChat account articles and promotions that are tailored to each fan\u2019s interests. In real life, the reading rate increased by 31%, the\u53d6\u5173\u7387 decreased by 38%, and the purchase conversion rate skyrocketed by 23%.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Step 3: Increase loyalty through continuous interaction<\/strong><\/p>\n<p>In addition to reading rate, the proportion of bound members in a brand account\u2019s fan base serves as an important benchmark. Fans need to feel like they get some value from the membership binding process. To this end, JINGdigital suggests integrating your brand\u2019s official WeChat account with your company\u2019s CRM system. This way, fans can, for example, earn points on WeChat and apply coupons to the brand\u2019s e-commerce website.<\/p>\n<p>These steps will increase follower activity, improve brand loyalty, and decrease unfollows.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Step 4: Implement WeChat 2.0 with a powerful marketing automation platform<\/strong><\/p>\n<p>Welcome Journeys. Data Collection and Analysis. User Portraits. None of these features are available on the native WeChat platform alone. Check out JINGdigital if you want use the best technology to understand what your followers want.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In WeChat User Ecology Research Report 2017, Penguin In [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":4535,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[],"class_list":["post-1582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-practical-cases-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Steps to Convert WeChat Fans into Customers by WeChat Marketing Automation -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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