A Certain Industrial Manufacturing Enterprise: Skillfully Using Mini-Programs to Break the Traditional Manufacturing Industry’s Marketing Curse.
### Project Background
This is an era of frenzied mass marketing, and the same applies to enterprises. Whether on the supply side or the demand side, one innovation after another is quietly unfolding.
Don't think that while B2C enterprises are playing marketing tricks, B2B enterprises can only watch silently from the sidelines. On the contrary, this industrial manufacturing enterprise (hereinafter referred to as Company A for confidentiality) has demonstrated the marketing ingenuity of a manufacturing company. With small investments, they achieve large returns, ultimately opening up new marketing pathways for B2B enterprises.
However, like many manufacturing enterprises at the time, Company A did not have high public attention outside its professional field; a large amount of data was accumulated in the CRM system but had not been fully explored and utilized; their marketing methods were heavily reliant on the email and SMS channels commonly used by B2B enterprises.
As an innovative enterprise, Company A began to ponder how to address the aforementioned issues one by one and effectively tap into the Chinese market.
### Strategy and Execution
1Project Strategy
According to data from May 2019, the number of WeChat users has now reached 1.1 billion, completing the transition from high-income groups to a more generalized audience. Based on the large user base, strong real-time interactivity, and diverse one-on-one display methods, the WeChat platform is seen by major brands as an important component of their communication strategy.
So, is it possible to use B2C marketing methods for B2B marketing? This is the core breakthrough point of this project.
Building on traditional email and SMS channels, Company A decisively expanded its channels. By leveraging the WeChat platform and lightweight WeChat mini-programs, combined with its own strong knowledge output, A Company conducted light marketing anytime and anywhere using scenario-based marketing methods.
2Project Objectives
(1) While attracting new followers to the company's WeChat official account, achieve cross-channel integration of user data within the enterprise;
(2) Track user source channels to understand the effectiveness of different channels, allowing for targeted remarketing;
(3) Track the user product reading behavior, Call center for follow-up one-on-one follow-up, targeted and effective to improve the conversion.
3- Project Execution
(1) Build WeChat mini-programs to create private domain traffic
The emergence of the traffic pool mindset quickly replaced "growth hacking" and became the new benchmark for traffic strategies in the marketing world.
No matter whether your brand has an app, WeChat mini-programs are an unignorable private domain traffic pool. Moreover, compared to apps, the smaller-sized mini-programs are still a "hot commodity" even today.
Whether it is external reputation or internal accumulation of industry knowledge, Company A is undoubtedly a leader in the industry.
It is precisely based on external recognition and internal accumulation that Company A's WeChat mini-program focuses on sharing industry expertise, product information, technical guides, learning materials, etc. These materials are presented in PDF format, allowing users to learn and view them online by simply completing registration, without the need to download. This approach attracts users to complete registration and helps acquire potential leads.
When users first open the mini-program and complete the authorization, they can enter the query and download page.
When users start using the mini-program, it will check if they have completed the binding process. Unbound users need to register and bind their accounts before they can officially start searching.
Through these operations, Company A securely holds its private domain traffic in its own hands.
Through the friend-sharing feature, users can share the content they are browsing with their friends at any time. When friends receive the notification, they can open the shared information and log in to directly view the current content without needing to search again.
Friends who receive the shared content can also continue sharing, achieving multiple viral spreads and acquiring more potential customer information.
The application scenarios for mini-programs can be even more diverse.
Add a shortcut entry at the bottom of the official account menu; users can click it to directly log in and use the mini-program.
Official account articles can include links to the mini-program. When users open the mini-program from the article, they can directly reach the specified product presentation page.
You can also set a corresponding mini-program display image for each article in the WeChat backend...
In short, by building WeChat mini-programs and continuously deriving application scenarios, Company A consistently accumulates a steady stream of private domain traffic for the brand.
(2) Integrate omni-channel data to instantly track user behavior
The data pool is the foundation of the traffic pool. High-quality data is an important reference for business analytics, decision-making, and refined operations, which in turn better serves users and attracts more traffic, forming a virtuous cycle. Otherwise, even with a continuous flow of traffic, without data analysis and mining, a large amount of traffic would struggle to generate value and efficacy for B2B enterprises.
Company A's users are widely dispersed, and most marketing channels are not interconnected.
To address this issue specifically, the WeChat mini-program incorporated tracking features during its development, setting appropriate tracking rules to achieve synchronizable statistics of user sources in the WeChat mini-program official backend.
This way, leveraging the WeChat Open ID, data integration across email, SMS, and WeChat channels can be achieved, allowing for full-network identity recognition and positioning, truly accomplishing "know yourself and know your enemy."
(3) Return Point: Marketing and Sales
The execution of the project is far from over at this point.
What actions have different users taken on Company A's WeChat mini-program? How do these actions reflect user activity levels? Which users have a higher potential for conversion?
Which articles have different users followed on the WeChat mini-program? What potential needs do they have? What kind of business guidance can be provided?
Through user behavior tracking, the aforementioned questions can be easily answered. This will provide highly valuable guidance for Company A's re-marketing and sales activities.
### Highlights and Innovations
1Marketing methods have no fixed paradigm; the theory of "it doesn't matter whether a cat is black or white, as long as it catches mice" applies just as well.
It doesn't matter whether a cat is black or white; as long as it catches mice, it's a good cat. Most mini-programs on the market are built by B2C companies, but Company A uses B2C strategies for B2B marketing, providing a great reference for B2B enterprises. As long as it is integrated with actual business needs, whether targeting B2B or B2C, WeChat mini-programs can be just as effective.
2Comprehensive user behavior tracking to break down channel barriers
Every click and visit within the mini-program is deeply analyzed, empowering cross-channel marketing.
By binding identities through the mini-program for full-network identification and analyzing user behavior, targeted articles and template messages can be published on WeChat to meet user needs and support the mini-program. Sales personnel can also conduct targeted follow-ups and even proactively introduce the mini-program tool, matching user information with the mini-program. Email and SMS/MMS promotions can also achieve truly personalized experiences for every individual.
3Save manpower, balance cost and efficiency
Utilizing the Webpower Dmartech marketing platform, Company A can achieve cross-channel content editing and sending on a single platform. With the email drag-and-drop editor and personalized WeChat template messages, it's easy to implement without the need for developers. The flexible and independent user filtering mechanism enables behavior triggers between channels, saving a significant amount of manpower costs.
Not only that, by analyzing and rating users to distinguish their activity levels and value ratings, Company A can determine the appropriate level of follow-up investment, thereby balancing costs and enhancing conversion efficiency.
【Project Outcomes】
Webpower, a full-channel intelligent membership marketing service provider, built the core of this project—the WeChat mini-program—for Company A. Through close collaboration, they jointly completed the entire project's marketing campaign. The significance of Company A's case lies in its status as a typical manufacturing enterprise with highly representative demands. The results speak for themselves—Company A successfully delivered outstanding outcomes, with the WeChat mini-program achieving an ROI twice as high as traditional channels.
Company A shifted its focus from traditional manufacturing to enterprise innovation and brand marketing. By leveraging the cost-effective WeChat mini-program as a platform, along with its own authority and brand influence, the company has created a complete and healthy business ecosystem.
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