With the rise in the Chinese economy, the social media environment in China changes fast and also becoming unstable. A few years ago, Weibo and WeChat channels were the most vital platform to create content but at present, they are almost becoming a past. So what’s next? Don’t think that XiaoHongshu and TikTok are the only platforms in demand today. World of social media marketing in China has other less popular known giants like ZhiHu and TouTiao.

Thanks to the rising e-commerce, the recent trends of social media marketing in China are shifting from engaging and reaching the new audience for making people buy and provide trustful recommendations. In the current scenario, it is vital for persuading people to trust your brand, creating a good reputation and providing a fast and easy way to buy and get exactly your service or product. In our view, here are a few checklist points that you must follow.

Determining Your Audience

When you are planning to sell to a customer or other businesses, you should first determine who you are going to portray your message towards. With B2B this could be a little complex, however, your target audience will not be going to be another business but someone who holds a position in that business. Your target audience may be the Head of the Engineering department, the Director of E-commerce, the Human Resource Manager, the CEO or you want to target several positions in a company. Make a plan and figure out who in the company you want to attract and how you will attract them for engaging with your business on social media.

Content Marketing for Attracting Your Audience

After you have decided who you will be your core audience, the next crucial step is attracting a group of followers. You can do it in multiple ways, for instance in B2C spaces most organizations like to offer discount or giveaways as incentives for getting people to subscribe their official WeChat accounts but this strategy will not work for B2B businesses. There are higher chances that the CFO or CEO will not follow your account based on discounts or incentives. By featuring great content for B2B businesses that will help in solving a particular problem for audiences you want to attract is the key to get more followers on your social media in China. This could be swipe files, checklists, guides, whitepapers or other useful contents.

Please remember that your audience would want to interact with your contents on several occasions before deciding to follow you. So, never think that creating a single piece of content will reap you benefits. Rather, create several contents that help in addressing specific problems for your audiences.

Advance WeChat CRM Integration

This may not hold true for other social media platforms like Weibo or the world’s popular social media platforms, but WeChat is a unique platform for B2B marketing. Especially the service accounts of WeChat that has multiple functions which allow your brand for direct interaction with your clients. Only a handful of foreign businesses know about this, but there are several third-party plugins or add-ons providers who can help you to enhance your WeChat service account’s functionality. For instance, for managing your appointment confirmation you can use Template Messages and for technical support assistance, you can use Bulk Service Message. You can also use the Auto-Reply option for answering any commonly asked questions by your clients.

Engage and Be Social with your Followers

Ultimately your success with social media marketing is not having the number of followers but the relationship you make with your followers. It is much better if you have 1k royal fans who will applaud your products and brands than 1lakh followers who will be only following your account because they are interested in getting some incentives. Talk with your followers, answer their comments and cultivate a long-lasting relationship which will be the key for your success in China.