Continuing from the previous post on WeChat marketing, this time we are going to look into ways of getting WeChat followers organically.
One of the key distinctive characteristics of this platform is its private nature. This feature also makes the discovery difficult.
For example, if one is looking for a particular product on Facebook or Weibo, it is relatively easy to get relevant results quickly. With WeChat, searching for a particular product or event would most likely return nothing unless you know the exact name of the WeChat account, or, at least, the brand name.
This makes scanning QR code the only reliable way to get the followers. This, in turn, comes down to two factors that have to be put in place – the availability and unambiguity of QR codes on one hand and giving a good reason to scan it on the other.
Here are some ways to achieve both:
Publish QR code on your sites and social media
Every online channel that you company owns has should display QR code to your WeChat account as prominently as possible. Some sites go as far as setting it up in the header area or as a floating widget that always stays in view while scrolling. At the very minimum, the QR code should be at the footer that shows up on every page of the site.
Here is the screenshot from Starbucks Chinese website:
Add WeChat QR to company newsletters
Make sure to add QR code to all of your email communications, especially newsletters. It can be combined with announcing special offers that are available only to brand’s WeChat followers. Such placement is another example of making QR code available and giving your reader a reason to scan it.
Also, keep in mind that emails are often viewed on mobile phones where QR code can be saved as a picture and loaded to WeChat application later on.
QR code on packaging
Including QR code on product packaging is another great opportunity for WeChat marketing. For example, scanning a code could connect a user to a customer service provided via WeChat official channel or offer a discount or a coupon for this or other product.
Run WeChat marketing campaigns in print
Traditional newspapers and magazines can be another great venue to place QR code at. They can also be combined with offers and discounts – an efficient way to entice people to scan it and become your brand’s follower. Of course, printed media can be utilized in both large scale, such as posters and billboards, as well as be as small as a business card.
WeChat marketing at events
Events, such as trade shows, conferences and product launches provide ample opportunities to place WeChat QRs and encourage visitors to scan them. A simple roll up posters with an offer and a large QR code is the simplest and cost effective way to promote your WeChat official account to large crowds. Keep in mind, however, that if you are going to offer a free gift to everyone who scans your code, you’ll get a lot of followers quickly but may lose large part of them as soon as they get a free gift. Setting up some type of a lucky draw would be a more cost effective way to go with.
Stay tuned for the second part of the list with 5 more tips which is coming up next week.
