By Iris Yu
Key Takeaways: WeChat’s Role in B2B
In the rapidly evolving world of global business, B2B marketing is no longer a one-size-fits-all approach. The landscape varies dramatically across different cultural and regional contexts, and nowhere is this more evident than in China. As the world’s second-largest economy, China presents unique challenges and opportunities for B2B marketers, requiring a deep understanding of its distinct digital ecosystem and consumer behaviour.
WeChat, a prominent social media platform in China, plays a crucial role in B2B marketing. It serves not only as a social platform but also as a comprehensive business tool that facilitates various functions, from brand promotion to customer relationship management.
Thinking about connecting with potential clients in China? WeChat is your go-to channel, and we’ll explain why.
Why WeChat
- Extensive User Base
WeChat boasts an enormous user base, with monthly active users reaching 1.3 billion in the first quarter of 2023. Its widespread adoption among both personal and business users ensures that your target audience is actively engaged on the platform.
- Integral Work Application
In China, WeChat transcends its role as a personal social tool to become a vital business application. Chinese professionals rely on WeChat as their primary work software for a range of functions: daily communication, file sharing, meeting scheduling, and task management. This integration into the workday means that users routinely seek and consume work-related information on WeChat, making it a prime venue for B2B marketing.
- Prime Information Channel for B2B Marketing
While Western markets typically leverage email, LinkedIn, company websites, and trade shows for B2B marketing, these channels are less effective in the Chinese context. Email use is limited, and professional networking platforms like LinkedIn are inaccessible. Instead, the Chinese market favours social media platforms such as WeChat, localised SEO, and offline events. With its multifunctional capabilities, WeChat has become indispensable for businesses looking to connect with key Chinese clients.
This trend is also confirmed by Kawo’s “2024 B2B Social Media Marketing Research Report” (2024 B2B社媒营销研究报告) which analysed 50 multinational companies across 20 industries. The report highlights that all surveyed companies have official WeChat accounts, with 76% actively using WeChat as one of their key marketing channels. Furthermore, four out of five companies view WeChat as the most effective platform to achieve their business goals over the next three years.
How WeChat has been leveraged in Chinese B2B Marketing?
WeChat seamlessly integrates features from a variety of Western applications and expands upon them, offering a comprehensive suite of tools for communication, payment, and business services. Key features that facilitate B2B marketing on WeChat include WeChat Official Accounts (Subscription and Service accounts), WeChat Channels (Video accounts), WeCom (WeChat for business), and Mini Programs.
- WeChat Official Accounts: The Foundation
WeChat Official Accounts are often the first step for businesses entering the Chinese market. These accounts function in a similar way to mini Chinese websites where companies can publish long-form content such as company stories, product details, and industry news. This platform not only helps to strengthen brand image but also attracts potential customers and partners by providing valuable and engaging content.
- Enhanced User Engagement
WeChat Official Accounts support diverse content types, making it easier to keep your audience engaged. High-quality visuals and compelling videos can effectively showcase your corporate offerings and enhance the overall appeal of your content. Regularly posting updates such as industry insights, product updates, and behind-the-scenes stories helps maintain interest and engagement. The use of rich media content, including high-resolution images and interactive videos, makes the content more appealing and encourages user interaction.
- Direct Traffic to Corporate Websites
WeChat allows businesses to include direct links to their corporate websites within their content, converting article views into website traffic. This feature helps drive potential clients to your website, increasing the likelihood of conversions and transactions. By integrating calls-to-action and links, you can seamlessly guide users from reading an article to exploring more on your website.
- Customer Service and Engagement
A dedicated WeChat customer service setup can further enhance customer satisfaction and loyalty. Businesses can handle customer enquiries and manage business communications directly through WeChat, providing timely responses and personalised support. This direct line of communication helps build stronger relationships with clients and partners, fostering trust and reliability.
- Utilising WeChat Channels and Mini Programs
WeChat Channels, the platform’s video content service, allows businesses to reach a broader audience through engaging visual content. Meanwhile, Mini Programs provide a lightweight, fast-loading alternative to traditional apps, enabling companies to offer services such as e-commerce, booking, and customer support directly within WeChat. These tools are instrumental in driving user engagement and delivering a satisfying user experience.
With 30 years of expertise in Chinese marketing, Chin Communications specialises in creating customised WeChat marketing strategies for your business. If you need assistance, please don’t hesitate to reach out to our marketing team for professional support. You can email us at info@chincommunications.com.au or call us at 1300 792 446.