How does WeChat CRM boost user engagement and drive lead generation?
WeChat introduction
With over 1.33 billion monthly active users spending an average of more than 70 minutes daily on the app, WeChat is China's largest social platform. On WeChat, brands can set up official accounts to share content and improve brand awareness, launch Mini-Programs to increase consumer engagement, share videos on WeChat channels, and communicate directly with consumers. The WeChat ecosystem, however, is very different from those in the West, such as Facebook, WhatsApp, and Instagram.
With a verified WeChat official account that is still operating, are you still publishing weekly articles with the results of dissatisfying readership? Did you notice an unfollowing spike every time you publish a WeChat article? And do you know who is actually reading and sharing the articles?
How does WeChat CRM tackle these pain points?
Due to the unique format of the WeChat article and how an official account can be structured, with the WeChat CRM plugin, we can now capture users' data to define their sources, interests, and intentions that would help boost user engagement by designing a personalised user journey from the moment a user scanned the dynamic (trackable) QR codes. This means your WeChat official account QR code is no longer just a universal version; it will be unlimited and can be tracked and differentiated.
As a marketer, I always think from the big picture to craft a user journey based on users' persona, thinking about what value a brand, a product, or a service can bring to different segments of users:
What could be really helpful to a young new mother?
What would students want to learn?
English-only content for expats who can't read Chinese?
How can business owners form a contributive community via WeChat?
Who are our competitors, who are our partners, and who can be our ambassadors?
With all these questions in mind, we can then design unique user journeys for each of the segments. One practical feature of WeChat CRM is that once the user journeys are pre-configurated, it can trigger marketing automation that allows segments to go through or renew their user journey based on their input or interaction. e.g.
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Key features of WeChat CRM to achieve better engagement and drive leads:
1. Dynamic QR code generation
Each new QR code is assigned meaning, a call-to-action and a starting point for a WeChat user journey.
2. Lead Forms building
Through the user journeys, the user will be diverted to forms for their input. The first thing captured would be that WeChat users' OpenIDEach field can be an identifier, depending on the form fields such as Names, Mobile numbers, and email addresses, which would become saved in the WeChat CRM. The form can also help label users by segments, which can be used for targeting campaigns and marketing automation in the future.
3. Enable Customer Services
Official account owners and their staff/admin can export and import collected data and be notified when new lead forms are filled so that the brand owner, sales representative, or customer service staff can be connected to the WeChat user, which means any WeChat user can be engaged personally with the official account directly. This also means there will be no missed direct messages from the user to the official account.
4. Marketing Automation
WeChatCRM can screen and filter the WeChat user database on each group established by the labels of the followers to trigger pre-set prompts and automation to engage with followers throughout the user journeys. In the future, allow each segment to receive targeted content and campaigns on demand.
Main goals and benefits of WeChat CRM
WeChat CRM conclusion
Leveraging WeChat CRM, which is a social Client Relationship Management (CRM) tool, helps brands gain a comprehensive view of their audience, produce highly targeted marketing tactics, and offer support with streamlined customer service. If you want to learn more or see a demo, please get in touch or schedule a meeting with the author.
Businesss Development, Professional, Experienced, Community Builder, Networking
1 年Tools are great, especially with Wechat. But all the tools in the world are useless in the wrong or untrained hands. Training, implementation and execution are also vital to get the most out of it. I'm sure there's a service out there to not only educate companies on their uses, but also guide and train marketing and strategy teams. I hope we see more inovation for companies to maximize wechat and tools that come along to improve enagement. Thanks for making more people aware of what's out there and a bright future for businesses.
Founder of LITAO | China Market Entry for F&B Brands
1 年my fave WeChat CRM solution was for management of sub-distributors of Coca-cola, they could log on through weChat and grab existing stocks, schedule deliveries, and pay.
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1 年Very insightful article with some very interesting thoughts. The ubiquitous WeChat ecosystem, and the automation and segmenting are powerful tools. It will be interesting to see the impact of AI with content customizations for demographic groups.
International Business / Planning / Budgeting / Communication
1 年Every well-executed interaction with the audience can transform into a future cone. The more we know about the customer, the better we can enhance and provide what they are looking for