You know Wechat,
You’ve heard companies selling millions through Wechat,
Yet you failed to see how a messaging app can bring in sales.
You are not alone!
This easy to read guide will walk you through everything you need to know about Wechat business account in 5 mins.
What is Wechat business?
Let’s start with 2 terms: Wechat and Wechat Official Account
Wechat is an instant message app like Messenger, or Whatsapp.
Wechat official account is the Wechat equivalence of Facebook business, commonly refers to as OA, is a mobile focused, blogging platforms. Designed for business and free lancers to conduct commercial activities on Wechat.
Are there different types of Wechat official account?
One can choose between Subscription account and Service account.
The main differences between these 2 type of official accounts are the post frequencies and post locations:
Subscription account 1 post per day, posts shows up inside the Subscription folder.
Service account 4 posts per month, posts shows up as individual chat
There’s another type of public account: Corporate Wechat account, it’s the Wechat equivalent of Slack.
Which Wechat official account is suitable for your business?
Subscription or service?
To really understand the differences between the 2 types of accounts, let’s explain with real cases:
1、You booked a flight tickets with Air China, after payment you received a message telling you to follow their Wechat Service account, where you can: Receive the flight updates, Check-in, book site, purchase luggage, etc. What would you do? Follow it for sure, since you are already a customer, and want more service.
2、You saw an interesting post in Moments about Wechat marketing. You think the article is highly interesting and saw a message in the end saying ‘A consulting agency helping you understand Wechat marketing, everything you need to know about Wechat’.
As someone working with Wechat marketing, you decided to follow the OA right away, and enjoy their daily news in the subject.
Service account focuses on providing add value services to existing customers;
Subscription account helps brand to create brand awareness through daily posts.
Because of the difference, Service account gives more conversion, while Subscription account help reach potential followers.
So, ask yourself the following question to determine which accounts best suits your business:
1. Do you have all the required document to apply?
Wechat official accounts are entirely free.
To set up a verified service account, a Chinese business license is required, the verified status requires annual renewal, which cost 300 CNY.
To set up a subscription account, a Chinese person’s ID is required.
2. How will you acquire followers?
Do you have a huge fan base in China already? Or do you need to expand your brand awareness first?
3. How are the content be produced?
Do you have a clear, long term strategy for your content?
Do you have a copy writer? Images? Stories?
Do you have lots of UGCs to use?
4. Are you planning on selling through Wechat?
Will you have a Wechat store? customer support? Service account allows more functions than a subscription account.
5. How is your current sales channel set up?
Consider if your website is mobile friendly, support Wechat payment and load fast enough on Wechat browser.
Wechat browser doesn’t support any Alibaba service, so Alipay won’t work on Wechat browser.
Now it’s your turn!
In order to decide which Wechat official account to use depends on many factors, read Wechat marketing case study to consider what image you want to communicate through Wechat, and choose the account accordingly.