WeChat has become the center for social media branding in China, with the majority of users now following from around 10 to 20 Official Accounts and 26.7% of users following more than 20 OAs, this is according to the WeChat official report from QuestMobile.
However, as competition for user attention increases on WeChat, brands are concerned on how to better engage and fully use the potential of their WeChat Audience.
Fortunately, WeChat Social CRMs are providing the solution for this problem. But what exactly is a WeChat Social CRM, and how can it help take classic WeChat marketing to the next level?
In this article, we will take a look at the main features of WeChat Social CRM, how they provide solutions for the Marketing Limitations on WeChat, and how they help maximize remarketing potential, by connecting the Offline to Online.
First thing first: What is a Social CRM and a WeChat CRM?
Social CRM integrates social media platforms with CRM (Customer Relationship Management) tools.
Social CRMs (sCRM) are creating more personal connections between brands and customers by streamlining targeted ads, push ultra-targeted messages, articles, and other content to subscribers. They also enable brands to automate their digital marketing with scheduled social media posts, unlimited QR codes and by organizing, managing and getting the most out of user data.
WeChat CRM is a type of Social CRM that primarily focuses on WeChat.
WeChat Social CRM is tying together information from all over the WeChat ecosystem, including official accounts, WeChat Mini-Programs, WeChat Pay, WeChat Work as well as other touchpoints. This information gives brands a winning edge when it comes to communicating effectively with their WeChat followers.
Below, you can see how American retailer, Coach, obtains information for their WeChat CRM. After following their OA, users are greeted with a welcome message which prompts them to bind their WeChat account. It is extremely convenient to sign up as users can submit their details with just the click of a button.
Current Limitations (issues) with WeChat
Brands who are applying traditional marketing techniques on WeChat are discovering that the WeChat backend is very restrictive:
- No CRM system.
- Limited data and analytics.
- Extremely Difficult to send targeted messages based on demographics.
- Cannot choose specific times to send push messages.
- No data for WeChat performance.
- Customer messages only stored for 3 days.
In fact, on WeChat, the amount of data that a brand can obtain from subscribers is extremely limited. The only things that are accessible are the user’s name and occasionally location.
This lack of data can lead to many missed opportunities for building and establishing personal connections with consumers.
Some Major WeChat CRM Functions
Create Unique User Profiles: At the heart of the WeChat CRM are the individual user profiles.
Data is collected from users’ interactions with official accounts, transaction data and online tracking via QR codes. All of this data is then stored and saved onto the user profile database.
Segmentation: Brands and Companies can easily segment users on a WeChat CRM by assigning tags to customers based on their social media behavior, purchasing activity, demographics, and psychographics.
This means brands can send targeted content and avoid spamming their followers, leading to happier and better engaged subscribers.
Communication Channels: Understanding your followers is necessary for making meaningful connections with them. With a WeChat CRM, brands can leverage information from user profiles to talk to customers in a way that makes them feel valued. A Happy customer is a recurrent customer
We are also seeing the increasing rise of chatbots on WeChat OAs. Chatbots operate by identifying keywords in messages and following coded rules to respond to customers. The answers could be anything from a link, text, QR code, image, Video, etc.
Data Reports and Analytics: WeChat CRMs are able to give brands in-depth reports on:
- Ads and marketing Campaigns
- Customer loyalty
- Conversion Rate
- How each touchpoint is affecting the WeChat sales funnel
Whatever you’re doing, you are in the Data Business
Brands that are using WeChat CRMs are able to retarget followers and extend the customer lifecycle by connecting the offline to online.
Imagine collecting data whenever a customer walks into your store, your trade-fair booth or your online store. By creating this convenient omnichannel experience, customer’s online data can be tracked on the WeChat CRM, leading to a better understanding of customer shopping behavior. In the future, you can use this information to push suitable ads, discounts and encourage customers to purchase again.
Brands that are adapting an O2O approach (offline to online) are winning in China. Such as the German fashion brand MCM, who optimized their sCRM strategy for their offline pop-up stores in China. By analyzing transactions data, official account interactions and Mini-Program activity, they targeted subscribers who would be interested in attending their pop-up shop. After the event, these visitors were then selected for a “VVIP” event and will certainly be retargeted for future remarketing campaigns.
If you‘re willing to take your WeChat marketing to the next level or if this is your first WeChat campaign and you want to make sure to start things the right way, drop us a line. Our 13 years Marketing in China experience will certainly make a difference to your China Marketing Campaign.