The best chance to sell WeChat on a large scale is by using promotions. Even if the launch of a campaign is not possible in WeChat itself, the articles and interactive special offers or giveaways can be used to attract customers.
In general, there are four different promotion campaigns:
These are the most common promotion campaigns. In this case, readers are invited to link and comment on an article at the end of an article. Some Lucky Draw campaigns also end with a request to send a private message to the Publisher to participate in a raffle. Raffles are very successful in China because they increase user interaction.
This promotion campaign encourages readers to create content themselves and send it to companies to win a gift. The content created could be a photo using one of the brand’s products, for example. Also popular are images of self-made or painted productions. Many marketers also call for video with a product review. Influencers often use this campaign format to reach even more users and motivate them to participate.
H5 pages are small web pages produced in HTML 5. The H5 pages publish small games or publish special photo filters that users use to upload their photos. The small games can quickly go viral if the entertainment is good.
WeChat is primarily a communication and sales channel. Accordingly, WeChat offers many different ways to launch targeted sales campaigns.
The best-known form is the dispatch of brand coupons. Companies integrate these coupons into their articles (small landing pages), which users can then redeem online or offline. Before the coupon expires, the users are informed once again. This opens up the chance for a second Touchpoint with the users. On the one hand, if the coupon can be activated or purchased, the second shortly before the coupon loses its validity.
Another factor for success in the Chinese market is having the right business partners. Those who work in China work as a team. There are hardly any lone fighters. To be successful on WeChat, you should also look for partners with whom you can cooperate. The easiest way is to swap customer lists (if you don’t sell the same products, of course) or recommend each other to users. This can work both with other providers.
An advertising campaign has particularly good chances if it is supported by influencers. The Chinese, who have always attached great importance to contacts and connections, love to be addressed and guided by influencers. Influencers are already quite important in the West, but in China they are indispensable. To learn more about Chinese Influencers check out this article»
Have you ever tried to use promotions on WeChat? What did you tried? Let me know in the comments below and let’s discuss!