Wechat, as one of the core marketing platforms in China, generates an immense amount of data every day. Understanding how to mine that data for useful information is the secret for making your Wechat strategy really fly. As we all know, in the era of big data, whoever gets the users gets the world. To achieve personalization of your marketing at scale, it’s first necessary to collect a large amount of user data and build a complete set of user personas with tag libraries, structured data, and attribute visualization. But what exactly is the value of knowing your Wechat followers? And how do you go about collecting this information?

Personas are virtual models of real users

In the big data era, web browsing, clicks, commenting, ratings are all pieces of the bigger behavioral puzzle. These fragments, when systematically collected, stored, and organized as a data set, tell us a lot – both directly and indirectly – about a user’s personality, habits, attitude, and buying readiness. This data set forms the basis of your marketing plans and can be referenced to reconstruct your consumers’ real needs. These comprehensive, 3-dimensional sets of user data form what we call “personas”.

Personas are virtual models of real users and are based on the observed behavior of target customers. Enterprises will identify a group of target customers to uncover demographic attributes, behavioral attributes, social networks, psychographics, habits, and preferences for individual consumers. After continual refinement and updating, the data is abstracted to form a comprehensive virtual picture of a typical customer. This virtual picture is what we call the persona.

Tagging users is central to the persona process. Tags are invested with specific meanings that describe the attributes and characteristics of real users. Tags make it convenient for companies to do statistical analysis. For different target audiences in different scenarios, the tags given to users often have different meanings. At the same time, a user’s behavior is highly context-dependent. When the context changes, the probability of the particular behavior changes as well. Therefore user personas should be dynamic. We generally divide up tags into two major types: dynamic and static. Static tags generally don’t change. They may include things like demographics, location, gender, educational level, etc. Dynamic tags, on the other hand, are more likely to change such as web browsing, search, registration, reviewing, rating, shopping cart activity, commenting, etc. In general, we say that personas using only static tags are 2-dimensional, whereas those using static tags and dynamic tags are 3-dimensional.

Why do you need to set up WeChat user personas?

1. More accurate ad targeting, improved user experience

Wechat is China’s biggest social platform with more than 1.1 billion monthly active users and personas based on Wechat are highly representative of the true target market for your products. So do Wechat account operators really understand their own followers? What kind of people are they? What do they really want from you? Personas can help you understand your fans individually. They can also help you personalize your content and your product offerings so that you get the maximum ROI. WeChat account operators can send content to users based on gender, age, location, hobbies, and other tags mapped out in the persona to achieve precision marketing. Only by knowing who your real followers are can you be sure that you are rolling out the right marketing plan. The goal of creating your user personas is quite simple: know them better so you can serve them better.

2.Guide product development

Identify your core users for typical scenario analysis based on user personas. Use this analysis to find pain points and use these pain points to guide product development and product positioning. After that, you can roll out detailed process and planning. Only if you know who the product is for, and the functional demand behind it, can you successfully put your users in the driver’s seat. Carrying out user-oriented product research as part of the development process using a data-driven approach results in products with much-improved user experience.

The native WeChat backend provides marketers with an important window for understanding users, such as seeing user growth and user attribute changing over time. These have important reference value, but in general, these data need much deeper data mining and analysis.

Compared with the native WeChat platform, JINGdigital functions such as tagging, custom QR codes, tracking, and data analysis provide a rich toolkit for brands to establish and optimize user personas: track user behavior and transmit data in real-time to a backend database or mobile dashboards. After collecting a wealth of data, brands can gain a deeper understanding of their fans by creating segments and lead scoring.

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In the past decade, most Chinese marketing still focus on the utilization of Adtech (Advertisement Technology), whereas Martech (Marketing Technology) is also the essential composition of marketing. Represented by marketing automation, Martech has become a way to fundamentally solve the marketing pain points of enterprises, with one of the essential function that tracks and nurtures sales leads over time. Now, we will study how to use the marketing automation software strategically to reduce and revive the cold leads.

Figure 1: 5 strategies to revive cold leads

• Take advantage of social retargeting to bring leads back to the funnel

For example, Jane is your potential customer and she is interested in your products (She’s already a sales lead). At 11 am, Jane browsed your official website, and followed the official WeChat account, and received an industry case study report after filled out contact information. However, she had to attend a meeting before having a look at the report.

She was busy until 4 pm. Afterward, Jane checked WeChat and found a message from the official account to ask for her feedback about the report and if meeting with sales for further discussion is needed.

With this reminder, Jane read the report and felt it was good. Thus she set up a phone call with sales.

This simple example illustrates the ability of marketing automation technology to retain and revive sales leads through customer relationship management (CRM), behavioral insight, and social retargeting marketing. With the further development of social CRM, marketing automation technology becomes more advanced in customizable sales leads follow-up journey.

• Provide time-limited campaigns for sales leads

The feeling of urgency is very effective in marketing, since it implies the sense of loss aversion, which refers to a psychological tendency to avoid losses in spite of the chance of greater gains. For example, it is better to not lose $10 than to find $10. While in daily life, we might be regretful if we miss using a coupon that will expire within 24 hours.

Thus, take advantage of time-limited marketing as a last-ditch effort to reengage with your cold leads if they do not respond to any other marketing efforts.

These notifications and campaigns can be pushed to leads automatically by marketing automation software. For example, you can schedule an urgent time-limited campaign to regain cold leads’ interest after several unresponsive tries.

• Market through multi-channel and multi-devices

The follow-up strategies of sales ready leads contain multiple channels and devices.

When contacting sales leads, you can combine diversified approaches by automation sequencing, such as social retarget marketing through WeChat official account, message, email, and pay per click (PPC) advertising.

Connecting sales leads through multiple channels and devices will not only strengthen the brand awareness but also reduce the possibility of non-received information.

• Establish educational nurture campaign for cold leads

When sales leads are not interested in your product, the worst response is to do nothing. Instead, it is the best way to bring them into a nurturing campaign, waiting and awakening their interests over time.

In fact, Regalix (2014) addressed that the improvement of sales leads management and nurturing is the highest rated benefit of marketing automation technology – supported by 86% of respondents in the survey.

Leads nurturing campaign plays a role in the long term. Drip marketing that provides information continuously will resolve concerns and educate the leads about your service advantages as well.

The nurturing method is determined by the business model. Mostly, the nurturing method includes articles, online courses, videos, and other educational contents to build trust and transform cold leads to hot leads.

• Arrange long-term annual follow-up

The marketing automation campaigns are supposed to include annual follow-up information, purposed to follow up cold leads after 12, 24 or even 36 months. And the impossibility today may become possible in the near future owing to job promotions and changes in both budget and demand.

Such follow-ups also systemize chronic strategies to connect with key contacts and enhance mutual relationships.

If you intend to adopt marketing automation software or are already using it but merely for lead generation, please take the above five strategies into account, in terms of their value to your sales and marketing team. Just imagine how huge your revenue losses might be without a cold leads revival strategy.

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Figure1: Soaring Customer Acquisition Cost in China

In addition to the reason mentioned above, companies can also efficiently increase their short-term revenue by focusing on converting cold leads. Most of the business activities of the sales and marketing departments are focused on increasing sales. When the company has unsatisfactory previous sales revenue or pessimistic market growth forecast, the fastest way to increase sales in the short term is to revive cold leads. Other ways to increase sales revenue such as investing in product lines, recruiting more sales force and expanding more market channels, would require longer time and higher costs. In turn, reviving cold leads can provide funds for the above longer-term investments and lay the foundation for the next stage long-term sales growth.

Reviving cold leads is not only necessary to improve business efficiency, but also is beneficial to create competitive advantages. According to Jim Obermayer, the author of Managing Sales Leads, 56% of sales leads still have purchasing need within six months of contact; the number of prospect with need would drop to 35% within one year. However, only 10% to 25% of the sales leads were followed up. Developing a follow-up strategy brings the company competitive advantages in lead nurturing.

Two Fundamental Reasons Responsible for Cold Leads

Broadly speaking, there are two reasons for the loss of sales leads: 1) prospects are distracted or 2) the solution provided by the vendor does not match the problem of the prospect.

1) Possible causes of distraction:

• They were acquired by competitors;
• This project doesn’t have the highest purchase priority, and decision-makers were distracted by other matters;
• They didn’t receive detailed information from the vendor.

In the “distracted” scenario, the way to reduce the number of lost leads is straightforward — set up reminders and incentives mechanism at the point where they left.

2) Another reason is a mismatch between the problem and the solution, which is usually difficult to correct. This is generally an inherent problem within the business. Common examples are:

• Prospects’ budget is not enough to buy your solution;
• Your solution cannot satisfy their needs;
• Two companies are lack of rapport.

In general, loss of sales leads due to distraction is more common at the top of the funnel, and mismatches between problems and solutions are more common at the bottom. It is feasible to use your own data to understand the stages and causes of the sales leads that you have lost.

Figure 2: Reviving Cold Leads

After understanding the causes of the cold leads, we can revive them in three steps.

1. Target the Most Promising Customers

Analyzing current customers’ purchase patterns can identify not only who is “underbuying” ­– or even who is buying competitors’ products – but also neglected sales leads. We would learn from historical sales data about opportunities to activate dormant customers. It’s important to choose only three to five of the most promising target groups to revive to make sure enough resources are available.

2. Design Focused Offerings for Each Target Segment

For these three to five target segments, figure out their immediate unmet needs, such as better product information, more technical support or more delivery options. Then customize the existing product offerings to meet these needs. This may require adjusting the following elements: pricing, service, delivery channels, sales approaches or contact frequency. The goal should not be the fundamental product innovation, but rather a repackaging of existing product or service offerings to meet the special needs and expectations of customers. Designing initiatives that have high impacts on each target audience.

3. Thoroughly Implement and Track Results

Rapid prototyping and close monitoring of the selected projects can reveal which projects have markets and which do not. Choose one or two representative or important regional markets to launch pilot projects. If the product or service supply is repackaged, make sure to give your sales representatives adequate training. Not every pilot project will succeed, and that’s okay – the most promising pilot projects provide a basis for rapid and company-wide rollout.

Failure is the mother of success, which is the key. Successful companies usually test three to six pilot projects. If there are too few pilot projects, the odds of success will be very low; Too many it may be difficult to determine what’s working. It is better to have shorter cycles of testing, learning, and improving, and do not forget to implement the appropriate plans and monitor results for each cycle.

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Meanwhile in China, people are more likely to use a super application, WeChat, to complete all the tasks mentioned above: social networking, shopping, payment and even public services.

By the end of 2018, WeChat user volume ranked first in the smartphone community with more than 1.098 billion MAU (monthly active user), only topped by that of Facebook and Instagram. When it comes to the mobile consumption in their respective main market, WeChat has 34% market share in China, while Facebook only has 14.1% in North America. WeChat also has an increasing impact on economy: In 2018, the information consumption driven by WeChat reached 209.7 billion RMB (~30.4 billion USD), accounting for 4.7% of China’s total information consumption. It is clear that marketing on WeChat has a huge user base, which would bring competitive advantages compared to anyone who doesn’t.

If you belong to a B2B multinational company and want to tap into the Chinese consumer market, there is no doubt that WeChat will be the most important marketing channel for you. What exactly are the advantages of WeChat marketing? Does WeChat triumph over its rivals just because of its huge active user base in China?

First of all, being the Chinese consumers’ major smart phone community does  bring a huge advantage. Furthermore, WeChat’s dominance is still expanding rapidly, where even people’s lifestyle has changed. WeChat is a marketing platform that can reach the potential customers with highest efficiency.

In 2018, a report from Boston Consulting Group (BCG) showed that Chinese consumers prefer mobile social networking: They spend on average 3.9 hours on smart phones daily and prefer super apps with multiple functions integrated (Ah, WeChat!). In contrast, American consumers spend less time on smart phones and would spread their time evenly on different mobile applications.

Here is some data showing the impact of WeChat as a super app:

Social Function

• In 2018, 45 billion messages were sent daily, an increase of 18% over last year, and 100 million audio and video calls were successfully sent, increased by 100% from the number last year.

Payment Function

• In 2018, WeChat Pay ranked first in terms of daily active users, monthly active users and the total transaction volume;
• The daily average transaction volume exceeded 1 billion times, of which commercial payments accounted for more than 50%;
• The number of monthly active businesses increased by more than 80% compared with last year, and the revenue from businesses registered a year-over-year growth of more than 100%.

Communication Function

• In 2017, the total number of registered WeChat official accounts has exceeded 10 million, and the number of active official accounts is 3.5 million, a 14% increase over the previous year;
• The official accounts have 9.7 billion monthly active users, a 19% increase over the previous year.

Business service function

• In 2018, the number of active users on the WeChat mini-program has increased rapidly by a 54% in average daily traffic. The services covered more than 200 sub-industries, with more than 100 billion users in government and business field. Mini-program achieved over 600% increase in annual transactions.

Secondly, WeChat has several functions that are especially helpful for B2B companies: Mini-program, official account, WeChat Work and mobile payment. Companies are empowered to engage with and convert customers more conveniently and efficiently with these integrated functions. This is one of the most prominent advantages of WeChat marketing. Furthermore, WeChat can help companies operate with higher cost efficiency. In a survey led by WeChat, 34% of WeChat official account operators said that the WeChat official account helped them reduce at least 1/3 of the costs.

Most marketers in China realize that the popularity level of e-mail is low in China, and majority of people tend to use WeChat instead of e-mail for work-related communications. International B2B companies should pay special attention to this culture difference, in order to carry out smoother communication with local businesses.

Thirdly, B2B companies need to quickly improve their digital sales capability, and among other mobile social networks, WeChat is the best one to be used as a digital sales channel by B2B companies.

Let’s first have a grasp of current B2B landscape. Nearly half of the B2B buyers are millennials (a generation reached adulthood around 2000). Their preference for online interaction has been rapidly changing customer journey and communication method between buyers and sellers. While there is a shift of communication routine in the B2B buying process, most of the companies are yet under prepared.

How are B2B companies adapting to this shift? BCG released a report that surveyed 723 global B2B companies. The report measures a company’s digital B2B sales capability based on how they managed the following five dimensions: understanding the customer journey, optimizing individual channels, integrating across channels, and offering digital tools and training. On the basis of the analysis, these B2B companies are classified into four evolutionary stages for digital B2B sales:

• 19% are beginners: They’ve made initial efforts to optimize each sales channel. Overall, they pay more attention to products improvement rather than to sales improvement.
• 48% are intermediate:They’ve optimized sales channels and processes, but had little channel integration and no overarching digital sales strategy.
• 23% are mature: They developed a digital sales strategy based on their solid understanding on customer journey. Furthermore, they’ve equipped with digital tools and training are supported to help improve sales performance.
• 11% are champions:They’ve achieved everything their competitors had, and more importantly, they have integrated all digital channels and proactively manage them to prevent channel conflicts. Their expertise rewarded them with at least 3% higher EBITDA (earnings before interest and taxes) than that of the beginners.

Translate the digital sales capability to revenue, each progression to next stage will result in at least 1% EBITDA increase.

How can WeChat play a role here? For majority of B2B companies who are in the beginner and intermediate stages, providing digital sales tools like WeChat and the training, and develop sales strategy can largely improve their business efficiency, and ultimately translated to competitive advantages.

Firstly, having a digital sales management tool is essential due to the richness of the customer journeys. According to the BCG survey mentioned above, compared to the previous customer journey that started with personal connection, current customer journey starts way earlier before the personal contact: Prospects would utilize online marketplace, search engine and online forum to collect information, filter vendors and evaluate proposals. Appropriate sales management tool enables a company to monitor and manage channel dynamics. In China, WeChat official account provides a sales platform for companies to communicate with a large group of potential customers: Companies can use the subscription account to release product and service information, and chat with customers.

Secondly, from the perspective of improving conversions, the new sales method—the customer conversion method combining data-driven sales process and customer journey—are three times more effective than the traditional sales method. With in-depth data insights, companies are able to identify different customer segments based on their needs, and therefore optimize investments, meanwhile customers will receive customized journeys. In fact, based on a survey, current social interaction process between brands and Chinese consumers are in great need of improvement: For example, social content with low quality and low relevance, social relationship focused too much on profits, and lack of personalized content. This finding indicates that companies need to improve in terms of interaction effectiveness, frequency, duration, and social stickiness. WeChat is a great platform to engage customers, collect customer data, grant customers with shop access, which can all achieved in personalized customer journey. Click here and select B2B Case Studies to learn more about how B2B companies are using JINGdigital to improve their WeChat sales efficiency.

Contact us to learn about how JINGdigital can help enhance your company’s digitalization in China utilizing WeChat!

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Almost every Chinese uses WeChat.

This is no joke. WeChat is spreading at rocket speed in China. 41% of China’s population log into WeChat every day and use various functions for daily tasks. WeChat is taking over China in both social and commercial aspects. It has grown into the largest and most influential social network in China. So how can you use WeChat to reach this large pool of potential customers or build connection with your existing customers?

Let’s begin with finding out which type of WeChat account matches your business’ needs and goals.

Which WeChat account fits you best?

WeChat is an essential and outstanding marketing tool for businesses to enter the Chinese market. Setting up a WeChat official account allows brands to reach out to a wide base of the target audience and raise brand awareness in an effective way. The official accounts are available to media, government organizations and businesses. Let’s look at three types of WeChat business account: subscription accounts, service accounts, and WeChat Work (previously corporate account).

1. Subscription Accounts (订阅号)

WeChat subscription accounts focus on information and brand communication. They are used much like a daily news feed. They can publish messages once a day to subscribers and publish 1-6 articles each time. All updates are sent to the users’ subscription folder with no push notifications.

Subscription accounts are the only type of official account that is open to individuals, such as bloggers and celebrities. Subscription accounts are most suitable for individuals and brands that are content-based or information-oriented.

2. Service Accounts (服务号)

WeChat service accounts focus on customer service and CRM. They offer more robust functionality. The verified service accounts can register for WeChat Pay and set up a WeChat Store. After verification, service accounts have access to 9 advanced APIs that enable the brands to create additional apps and functions such as Instant Customer Service app and GPS app.

Service accounts can publish up to 4 times per month, with 1-6 articles each time. When the posts are published, the updates appear as push notifications in followers’ chat lists. Comparing to subscription accounts, the posting frequency of service accounts is lower.

Service accounts are the best choice for businesses with a wide base of the audience or with large customer databases, such as airlines and hotels.

3. WeChat Work (企业微信；Previously Corporate Accounts, 企业号)

While subscription accounts and service accounts target at external markets, WeChat Work are primarily for internal communication and management.

WeChat Work was initially designed as an instant messaging app for internal productivity and management. Most international users may be more familiar with Slack and the two apps had similar origins. However, as many other apps in China, WeChat Work has evolved into an entire digital ecosystem that efficiently connects users in the professional world.

WeChat Work has a similar messaging experience as WeChat, but with add-ons that make sense for professional communications, including an employee directory, internal team reporting, HR and finance approvals, etc. One way to view WeChat Work from a global perspective is a company email address + Slack.

How to use WeChat for Business

from a marketing viewpoint?

With approximately 846 million monthly active users, WeChat is a powerful marketing tool in China. WeChat marketing offers a powerful way to connect with customers, build a database and collect feedback. So, if you don’t take advantage of WeChat, that’ll be a huge miss.

1. QR codes

WeChat automatically creates a QR code for each official account, along with an inbuilt QR code scanner. You can also customize and personalize the QR codes that match your branding perfectly. These codes can be posted on all marketing channels, such as social media, packaging or even your brick-and-mortar store. This is a great way to entice customers by offering different discounts, promotions or free WiFi access. With one scan away, you can boost both sales and followers.

The discount chain store EMart in Korea built a huge 3-D sculpture, showing a hidden QR code. With a quick scan of the code, it brought the WeChat users to the EMart’s official account, increasing sales and followers.

2. Create valuable and emotionally appealing content

A good WeChat article should be informative and consistently good. According to recent research, 49% of the WeChat users would share the article on WeChat if they believe it’s useful. People can get bored easily and you need to create content that is interesting and educational in order to stand out and draw traffic.

A research shows that video is booming lately on social networks. GIFs and videos are compelling visuals that can support your storytelling, especially for industries like fashion and beauty, food and beverage.

3. Location-based marketing

WeChat can detect user location, enabling brands to target potential customers in the same city. This function also comes along with features like “Shake”, “Look Around” and “Drift Bottle”. This feature covers more than 300 cities and 2,500 counties nationwide. Leveraging WeChat followers’ location information can be beneficial for online and offline businesses.

DiDiDaChe, a taxi-hailing plus personal transport app. It uses WeChat to access the user location while the user can track the driver’s distance from the pickup address.

4. Launch diverse campaigns

Campaigns are a great way to encourage customer engagement. Brands can launch campaigns in creative ways, such as voting, games, and quizzes. To motivate the audience and encourage participation, it’s good to provide attractive incentives, such as discounts and gifts. Remember, creative campaigns can always attract followers to your accounts.

Coach, for instance, ran a campaign called “#MyFirstCoach” to celebrate Mother’s Day. WeChat users, who uploaded a photo of themselves and their mothers, could have a chance to be featured on Coach’s homepage and win a Coach wristlet.

5. WeChat KOL promotions

WeChat KOLs (key opinion leaders) are popular accounts that already have a large number of subscribers. Brands can search KOLs on WeChat or through marketing agencies. The cooperation model usually requires you to prepare or confirm the content with KOLs who then publish it on their WeChat accounts to promote your brand. These posts are usually sponsored by brands but the price can vary widely depending on their number of followers or average page views.

6. WeChat Advertising

WeChat advertising is an excellent platform to boost followers in the early stages. You need to create a fair amount of content before launching the advertising campaign. WeChat provides two advertising alternatives for verified accounts: Moments Ads and Account Ads.

Moments Ads: The advertisement is shown in the Moments feed. The lowest budget for a Moment Ad is $50,000 RMB (approximately $7,500 USD). But the price can vary depending on the cities and target audience group.

Account Ads: This is a flexible and cost-effective approach. You can target a specific group of audience. The advertisement is shown at the bottom of the articles of famous WeChat accounts with a high subscription rate and view rate.

Conclusion：

WeChat is more than a social networking app. WeChat is an ideal platform to fill the gap between online and offline marketing and is a great way to connect with customers and build greater brand awareness. Don’t miss out this huge opportunity if you want to enter the Chinese market！

source：www.dragonsocial.net

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The 1-to-1 followup process demands a lot of manpower from the sales team. How can we accurately identify the right customer and engage at the right time? Marketing automation technology is the answer.

We will show you how WeChat marketing automation technology enables a B2B company to convert more efficiently.

Step 1: Set a unique QR code for each salesperson

During the offline exhibition, the salesperson could use his/her unique QR code to guide the sales leads to follow the company’s WeChat Official Account. Meanwhile, these leads are assigned to the salesperson for the future 1:1 conversation.

A follower’s interest is at its highest at the point during which he/she starts following the brand. It is important to interact with them positively at this first touchpoint in order to inspire return visits. Therefore, the brand sets up a welcome journey to increase engagement and acquire more follower information. Followers’ behavioral and textual interactions are recorded and synced with the brand’s CRM system, which creates a real-time and fuller customer profile. Therefore, salespeople know the right time to engage and the right help to provide.

Illustration 1: Unique QR Code for Each Salesperson

Step 2: Personalize posts to convert followers into customers

With the follower info collected in step 1, the brand could create follower segments and then send out personalized posts.

Brands are increasingly competing for customers’ attention, so understanding individual needs and providing relevant content is the core to grow organically. Also with personalized content, followers are less likely to be annoyed, which is a win-win outcome for both the brand and the customer.

Illustration 2: Send Personalized Posts Based on Follower Segment

Step3: Engage with the right person at the right time 

Brands could set specific triggers to assign a follower to a salesperson. For example, the follower fills out a form, clicks the menu, or scan a QR code.

The potential customer can communicate with the salesperson within the WeChat environment, while the salesperson would use his/her WeChat Work account to officially represent the brand. Their communication could be recorded at a macro level and be overseen by the manager. For B2B companies with long sales process, this feature is extremely valuable.

Step 4: Reply to keywords

If a follower asks “How does product A work?”, “How do you franchise B series?”, this indicates strong purchase or partnership intent. Set relevant journeys for the most frequent keywords and notify the sales team would make the sales process more efficiently. Sales can then interact with a follower individually.

During the process, the brand can respond to follower inquiries instantly, while collecting the relevant customer info. These hot leads could also be followed up in a timely manner.

Illustration 3: Reply to Keywords Function

Step 5: Follow by searching, mini-website, and other activities

Additionally, other interactions (such as mini-website campaigns) the followers initiate will assign them to corresponding salesperson, based on the products (such as the region or product line) they choose.

Using the five steps mentioned above, the brand binds every sales lead to a salesperson by JINGdigital sales tool. The sales leads include new followers acquired from online and offline events, and dormant followers revived by targeted content. With the help of marketing automation, the brand is able to empower its sales team and organically increase its conversion rate.

You could fill out the form below to request a demo to learn more about JINGdigital’s marketing automation solutions.

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Due to the fact that luxury brands are comparable to small B2B companies, JINGdigital will also share this example with friends from B2B industry——

If you have the following concerns, then this article may enlighten you:

– How do you use existing resources to quickly expand your follower base?

– How do you deal with the situation where the followers from campaign unfollow very soon?

-The retail store has a plethora of visitors, but the potential customer information cannot be effectively marketed. There are many B2B industry exhibitions and each time one is held, new contacts will be added, but the sales cannot covered all of them, causing the source to be wasted.

– The geographical location of the followers cannot be distinguished, the purchase intention of the followers and the interest points are not clear, causing the marketing content not be targeted.

Customer Background:

This customer is a famous Italian luxury brand who recently added high-end women’s wear, men’s wear, shoes, and perfume. Since then, the company has grown, while expanding its business scope to include knitwear, swimwear, jewelry, and men’s fragrances. This brand is also renowned in the world of high fashion for its luxurious fur and handbags.

Case Background:

Our Customer has a number of stores nationwide. The most prevalent problem is that in-store guests are obviously potential customers, but they do not necessarily make a purchase every time they enter the store. There are a large number of these customers; how do you connect with them and continue to turn them into loyal customers?

Solution:

The first step is to enable “O2O Sales Tools” for each sale;

The JINGdigital O2O sales tool allows each brand store to have a QR code with its own signature. The customer scans the QR code to follow the brand’s WeChat account; the interface of the brand public account will then become the interface of the sales and customer 1 on 1 chat. (Doesn’t this feel incredible? Click to read the original text, we will show it to you!)

For a single customer, the sales staff usually exchanges private WeChat accounts with him/her for future communication. Through JINGdigital Sales Tool, communication is established on base of WeChat Official Account, and 1 on 1 chats between sales and customers. Additionally, using the official micro platform, the customer’s resources will be owned by the brand. The brand’s marketing department will no longer have to be worried about the “privatization” of customers.

The second step is to establish a competitive nature between stores, attracting every walk-in customers to follow the official account;

The retail store is a perfect channel for the brand official accounts to attract new followers.  Guests who walk in the store are obviously potential customers, who can be pushed to follow the brand official account by the sales staff at a low cost.

In the project, the brand marketing department launched a “contest” between stores,and rewarded the winning store who has attracted most followers and input detail data of potential customers with JINGdigital O2O sales tools.

The sales staff can use offline event invitation cards, new products pre-launch, and timely reminders of in-store offers as “bait” to encourage customers to pay attention to Guanwei.

Within one month after the brand starting using JINGdigital marketing automation technology, the number of brand official account followers exceeded 100,000 and the accuracy of new fan information reached 70%.

The third step is to promote the re-targeting of customized content for followers introduced by different stores (regions).

The previously mentioned new follower information accuracy is as high as 70%; how is this accomplished?

After entering the store, the guest would follow the brand official account and interact with the chatbot throughout the “welcome journey” to increase the interaction with the brand account. The messages from followers in the dialogue would include their information (i.e. perference, interests…) , which would be stored in the backend as the form of tags. Also the salesperson who has been talking to the guests at a close distance can fill in more detail information of the customer into the Sales system, such as product preferences, style preferences, and more.

According to the information automatically acquired by the system and the supplementary information entered by the sales, the guests will be divided into different groups to receive highly targeted content, offline offers from nearby stores, and new products from the guest’s preferred product categories. This process will lead to a first purchase or continuous purchase.

Using the JINGdigital-020 sales tool and 1 on 1 conversation, the company can achieve two-way communication between customers and sales personnel in real time to meet the needs of customer service, making customer satisfaction higher.

The previously mentioned “O2O sales tools”, “customer journey”, “targeted content “, “customized menu” and other functions, show that the original WeChat function cannot meet the brand’s needs. Please contact your exclusive sales representative to learn how to use the marketing automation technology to tags, segments, targeted content and market followers analysis to achieve more marketing success.

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Background of customer:

Company A, a well-known American enterprise specializing in medical protection sales, is developing a commodity business. A mainly operates in disposable latex, butyronitrile, PVC, PE gloves, personal cleaning, and protection products. Along with its expansion trend into China, its popularity in China is increasing, becoming more recognizable by Chinese consumers.

Challenges:

1. How do you measure the output of an exhibition?
2. How do you improve the investment conversion rate of brand exhibitors?
3. After taking part in the exhibition, a loss of many potential customers still can’t be avoided even it costs manpower to follow up.

Solutions:

1、Add tags to each new Leads so that the exhibition results are traceable

Nowadays, the brand uses the number of fans of official WeChat as an evaluation of the effectiveness of the exhibition. According to different channels, exhibitions, and sales representatives, JINGdigital sets corresponding QR codes for A. Followers who scan different QR codes to pay attention to the WeChat official account are made corresponding tags. Thus, the brand can be clear about the fans’ sources and identity.

In addition, more information that the user interacts with the brand’s WeChat can also be perfected as the tag information to the user information base. JINGdigital can gain fans according to their actions in the official account so that the brand can refer to the status of fans: “target customers”, “potential customers”, or others. The brand can then further clarify the effects of the exhibition to absorb potential customers, as well as the follow-up status of these customers.

2、Chatting robot increases the retention rate of WeChat fans by 100%

As mentioned above, JINGdigital helps the brand master its fan sources. Additionally, it can help the brand improve the fan retention rate; “welcome journey” is set according to the different scenarios where the new fan enters the WeChat official account so that the chatting robot can interact with fans for the first time and further collect user information while improving the potential user’s impression and memory of the brand in limited time.

In addition, the chatting robot can act as a “customer”, “seller” or another role for daily maintenance, improving reaction speed and user loyalty.

3、Pushing customized content to promote the conversion of fans to potential customers

As shown in the figure below, B2B Company needs to strengthen the user retention of each link in order to achieve an increase in the final purchase rate. It is important to provide the most appropriate content for each potential user.

Using these two steps, A’s fans already possess multi-dimensional tags. According to the tags, the WeChat operators analyze the life cycle of the fans, subdivide them into different groups, and send customized text information to them in an effort to convert them into purchasing customers. A sends different purchase strategies for subdivided users, making the reading rate nearly 10 times higher than before the improvement.

4、Opening a plug-in to allow each customer to be serviced at the perfect time so that the company’s data is intact.

Based on a fan’s action trajectory, a seller will be assigned to conduct point-to-point contact with the user via the WeChat official account when sufficient trigger points prove that a fan has purchase intent.

On one hand, proper timing of the action taken by the sales personnel can make the process of converting potential customers to purchasing customers more smoothly. On the other hand, the WeChat official account gets close to the communication between sellers and customers while solving the problem that customers are bound by individual sellers and that the customers of the company are not guaranteed.

Conclusion

The above process helps B2B Company improve the conversion rate of potential customers to buying customers after setting exhibitions. This process is also applicable to the integration and conversion rate of online and offline sales leads.

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