How to make the most of WeChat Channels

WeChat Channels is a short video platform within the WeChat app that allows users to create and subscribe to content channels. For B2B marketing in China, WeChat channels provides a great opportunity for further engagement with you target audiences.

WeChat Channels provides businesses with a dedicated space to showcase expertise, share industry insights, and connect with fellow professionals. For B2B marketers, this presents a valuable opportunity to position their brand as a thought leader, nurture relationships with clients and prospects, and ultimately drive business growth.

A bonus with WeChat channels is that, unlike the main WeChat platform, WeChat Channels can also be a source of public traffic, helping break down the ‘walled garden’ barrier that official WeChat accounts experience. Users can subscribe to channels based on their interests, and the content published by those channels will appear in their WeChat feed. They can like, comment, and share posts, fostering interaction and engagement within the platform.

Here are our 5 top tips to help your brand get to grips with WeChat Channels

1.Tailor your content for a specific B2B audience

Successful B2B marketing on WeChat Channels hinges on creating content that resonates with the target audience. Unlike B2C marketing, which may focus on lifestyle content or product promotions, B2B content should prioritize value-driven insights, industry trends, case studies, and best practices. By offering valuable information and solutions to common pain points, businesses can establish credibility and trust among their B2B audience, laying the groundwork for long-term partnerships.

We recently wrote about the importance of specific marketing personas for China marketing campaigns, and this is one example where that stage in the strategic process really pays dividends. (Link to previous blog)

2. Cultivate thought leadership

WeChat Channels serve as a platform for businesses to showcase their expertise and establish thought leadership within their industry via livestreaming or webinars. By consistently publishing high-quality content that addresses relevant topics and challenges faced by B2B professionals, businesses can position themselves as trusted advisors and go-to resources.

3. Engaging with your target audience

Engagement is key to building meaningful relationships with B2B clients and prospects on WeChat Channels. Businesses should actively encourage interaction by soliciting feedback, responding to comments, and initiating conversations with followers. Hosting Q&A sessions and live events can further enhance engagement and foster a sense of community around the brand. By fostering dialogue and demonstrating responsiveness, businesses can strengthen connections with their B2B audience and nurture leads through the sales funnel.

4. Leverage networking opportunities

WeChat Channels offer ample networking opportunities for B2B marketers to connect with industry peers, influencers, and potential collaborators. Businesses can join relevant broadcasts and participate in discussions, share insights, and exchange ideas with fellow professionals through webinars for example. Additionally, businesses can collaborate with industry associations, trade publications, and event organizers to amplify their reach and establish partnerships. Networking on WeChat not only expands the brand's visibility but also facilitates valuable connections that can lead to business opportunities.

5. Measuring for Success

As with any marketing strategy, measuring performance and gaining insights are critical for optimizing B2B marketing campaigns on WeChat Channels. Businesses should leverage analytics tools to track key metrics such as engagement rates, audience demographics, and conversion rates. By analyzing data and identifying trends, businesses can refine their content strategy, adjust messaging, and tailor their approach to better meet the needs of their B2B audience. Continuous monitoring and optimization are essential for driving results and maximizing ROI in B2B marketing on WeChat.

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In this episode... Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology to optimize marketing efforts. He outlines various methods for identifying customer personas based on website interactions. Expensive techniques involve analyzing enriched data to determine who is visiting a site, while more cost-effective strategies use simpler methods such as tracking user interactions with specific pages related to their department. This allows marketers to target users based on their behavior and presumed departmental affiliation. The discussion further delves into the non-linear nature of the buyer's journey, challenging the traditional funnel model. Elad emphasizes the importance of understanding the customer's stage in the buying process, using analytics to track and target based on multiple visits and interactions, rather than a straightforward path. The conversation also touches on the evolving nature of content delivery, with a strong stance against gating content behind forms. The speaker advocates for making information freely available on websites to educate and engage potential customers without barriers. This approach is aligned with the changing preferences of B2B buyers who increasingly seek to educate themselves before making purchasing decisions. The emphasis is on providing value through accessible, high-quality content rather than traditional lead capture methods. Key business tips highlighted in the discussion include: Utilizing customer behavior data to personalize the marketing approach and optimize customer journeys. Emphasizing the importance of understanding and adapting to the non-linear buyer's journey. Advocating for open access to informational content to facilitate customer education and engagement. Leveraging technology to identify and target specific customer personas effectively. Moving away from outdated content delivery methods like PDFs and gated content to enhance customer experience and accessibility. Resources mentioned in this episode: Elad on LinkedIn Airfleet Website Brand igo Chin a Sponsor for this episode... This episode is brought to you by Brandigo China . We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. At Brandigo China , we work with multinational clients to support their marketing and business growth efforts in China. We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. Go to Brandigo China to learn more and contact us with questions at hellochina@brandigo.com .