中国 中国市场 数字营销

微信,您的2016数字战略在中国的中心

微信横幅标题

在中国,与其他地方相比,即时聊天应用越来越多地被使用,并且对于希望打入数字市场的公司来说是一个真正的挑战。 凭借强劲的开局,微信是中国无可争议的领导者,为品牌提供了一种高效的沟通方式。 在这里,我们将向您提供一些有关此应用程序可以为其专业客户提供的信息。

微信功能示例

微信是什么?

WeChat is an instant chat application, a platform allowing everyone to freely discuss with messages, audio or video worldwide. WeChat has other more or less core features such as the location, file sharing and even remote payments. These features make the application popular and it is targeting both a public and a professional audience (the application has around 700 million users). But how to take advantage of the popularity and functionality of your WeChat communications to succeed in China?

不同类型的帐户

Before you jump into your 微信冒险,您必须了解其基本知识并了解您需要的帐户类型。 有两种类型:订阅账户和服务账户。

订阅帐户

If you are a business and you want to open an official account, the subscription account is the basic choice. It will allow a fairly basic method of communication approaching Facebook and Twitter in terms of marketing on social networks. A major advantage of the “subscription account” is the possibility of being frequently linked to its target, because unlike the other type of official account, you can send more messages to your followers each week.

However there will be no push notification and these messages will be searchable in a folder grouping subscription account’s publications as shown in the image below. Not allowing mobile payment or the creation of interactive menus, this type of account will suit a business strategy focusing just on publishing regular content.

微信账号类型的例子

服务帐户

服务账户是希望在微信上拥有官方账户的公司的首选。 它提供比订阅账户更多的功能,例如创建迷你应用程序,创建迷你网站,直接销售带有即时移动支付的产品以及网点的位置。 与订阅帐户不同,它限制了1每周发送给追随者的消息,但这些消息将作为推送通知发布,这必然会带来更好的点击率。 这种类型的帐户适用于希望为其客户提供良好用户体验的公司,这得益于优质的服务和简化的电子商务服务,并集成到应用程序中。

微信账号类型

你可以阅读更多关于 微信数字战略在中国.

账户开通后发生了什么?

与其他社交网络一样,您成功的关键字是“内容”和“用户体验”。 以有趣和有趣的方式结合有趣的内容来使用或咨询您的微信页面,您将把所有机会放在一边,以最佳方式取得成功并达到目标。

内容营销

它不是翻译,它不是简单的内容......它是内容营销。 参与是关键,内容结束时的用户需要做些事情。 分享,想想,发送给他的朋友,评论或只是喜欢它......。

微信忠诚工具!

To make your customers loyal nothing is better than educating them. To achieve this objective, you can seduce them with interesting content. However, before users can follow you on WeChat, you will have to attract them, because unlike Facebook, users are not passive and do not receive brand communications from brands they do not follow. Therefore, nothing is better than creating a buzz or using controversial content or KOLs那些似乎是最好的解决方案。

一旦你抓住了你的客户的兴趣,继续与他们分享视频,与他们互动。 内容在教育追随者让他/她不再是潜在客户,而是客户方面非常重要。 更多的是与客户建立直接关系,您可以根据他们的要求定制您的内容。

改善用户体验

为了吸引粉丝,你还可以创新你的沟通方式。 微信提供了许多创新解决方案,使您的交流更加有趣。 例如,微信允许您向追随者提供与您的品牌相关的小游戏,非常简单但非常有吸引力。

例如航空公司 中国南方航空公司 launched a game where you can fly a plane through the touch screen. Simple but effective. With this game and the buzz generated more and more Internet users started to follow the company on WeChat, who now only has to communicate with them. The user experience on WeChat is also allows the possibility for companies to create mini websites dedicated to your brand directly on the platform. This will facilitate decision information and e-commerce strategy. This will makes all the purchasing consumer experience easier than ever.

微信游戏示例,微信营销

为了将您与其他中国和微信的竞争对手区分开来,您必须依靠这两个对您的数字营销策略至关重要的方面。

如何推广您的微信?

  • 瞬间...
    • User can share your content on their moments feed to attract readers and potential followers.
  • 在组上
    • 在目标群体中,您可以在发布到相关群体时欣赏您的内容。
  • 在其他平板上
    • Teiba, douban, weibo…. All platform can be utilized to attract readers.
  • 广告...(*)
  • 线下:
    • In your shops, at events … all ways are useful to let more people know your channel.

微信上有哪些广告选项,费用多少?

WeChat introduced advertising to the platform in 2015. If you have enough money you can buy ads that will appear in userXCHARXs Moments feed, this way to promote your brand is quite similar to Facebook ads on mobile. According to techNode,一个专门的网站,人民币40和人民币140之间的广告费用为1000印象(CPM)。 这个价格取决于广告商瞄准的城市,当然上海和北京是最昂贵的。

In April, Wechat decrease the Advertising minimum budget to 50,000 rmb. More 信息在这里.

不同类型的微信广告方式

In order to grow your number of followers on this app, you will need to create an advertising campaign. Different option are available to you. First you can do a KOL活动,这意味着你将利用某人的影响力来吸引与这位名人有关的新追随者。 您还可以使用病毒式营销活动,通过结合技术和激励措施,您可以开展社交活动,从而利用微信的社交性。

Nike的灵感来源于耐克公司,它发挥了病毒式战略的作用,引入了一种新的方式来定制他们的选择:

推广你的QR码,成功的关键?

In China more than any other country, people use a lot of QR codes. It’s a true opportunity for companies mostly in big cities because Chinese people are familiar with scan to add activity. You have to make sure that your QR code is featured in all the point of purchase materials.

然后,秘诀就是给你的顾客扫描你的二维码的意愿,所以给他们一个小的理由,如折扣,抽奖甚至wifi密码。 最后,如果您的品牌在微博或任何其他社交媒体上拥有大量追随者,请利用它们! 在微博或其他平台上放置您的微信二维码以宣传您的活动。

顺便说一下,不要忘记关注我们,我们会为微信上的营销人员提供很棒的提示。 😉

微信QR码示例,中国数字化战略

总而言之,微信现在是您在中国打造品牌的最佳在线平台,甚至比您的网站更好。 因此,掌握不同的方面以便在中国充分利用它是非常重要的。 在数字时代,微信赢得了数字战斗,是中国社交媒体的领导者。

了解更多:

作者简介:

SEO-Expert-China  - 关于中国游客的趋势Olivier Verot is the founder of 绅士营销机构, which is an agency based in Shanghai that focuses on Chinese travelers and tourism. Fluent in Mandarin and exploring the various Chinese digital Strategies, he helps tourism companies to develop their China strategy. Thanks to his analyzes of Chinese consumers’ behavior, he has been recognized as an expert on the subject of marketing in China and tourism.

你可能还会喜欢

2评论

  • 回复
    طراحیسایتدرکرج
    六月7,2016 6在:上午57

    非常感谢,非常感谢,请为其他国家提供这篇文章

  • 回复
    成功在中国您的品牌必须在微信上
    七月22,2016 7在:上午36

    […] to Wechat, according to the type of product you offer and the message you want to broadcast. Adapting your communication is […]

  • 发表评论

    本网站使用Akismet来减少垃圾邮件。 了解您的数据如何处理.

    分享
    GTranslate Your license is inactive or expired, please subscribe again!