![]() ![]() Go over these 3 steps and get a clear view of your target audience. Step 3: Get to know your readers’ reading habits.How knowledgeable are they about (your niche)?.What common questions do they have about (your niche)?.How important is (your niche) to them, i.e.Why do they want to learn about (your niche)?.Step 2: Get to know what your readers are thinking.Step 1: Understand their demographic (Gender, Education, Location, Age, Income).Your content needs to cater to this group, not only for specific profiles. Your target audience is a group of people with specific reader attributes. Who are your audience? If you already have buyer personas, do you still need to define your target audience? Yes, they can be somewhat similar, but they are two different things.īuyer personas are a semi-fictional, research-based profile that describes your target buyer. With that being said, your OA is competing with every single other OA, no matter whether it’s a direct competitor such as a consumer retail brand, or an indirect competitor like a KOL’s personal OA. ![]() There’s too much to read, and our attention spans are getting smaller. Get to know your audienceĦ years after the birth of WeChat public platform, there are more than 20 million Official Accounts in the market. It’s better to develop a holistic strategy for all your channels and not simply leverage all the possibilities of an OA. Once you have a clear idea of the positioning of your OA, keep in mind that it should only be one part of your marketing efforts. On the contrary, a well-known luxury watch brand, might choose their OA to cover all 3 attributes, linking to their e-commerce Mini-Program for sales pushing weekly content to promote their product and communicating about its brand value with their audience. Their content focuses either on product (detailed product introduction, well-narrated product inspiration, storytelling from KOLs/customers) or brand-building (company values, team news). They have a service OA which allows them to push 4 posts a month. For instance, a small company that sells high-end artisanal candles might use their OA as one of two main platforms to sell and convey their brand image. We’ve only listed the most common 3 types, but your own attribute may fall outside of these based on your individual business goals and project objectives.įor brands, the attribute of an OA can be a mix rather than a single focus. Window to display product/service: mostly for businesses whose goal is to provide their audience an information center and guide potential customers to the next stage of the purchase funnel. Depending on the type of product/service, an OA can be used as a strong e-commerce arm, an extension of a brand or a window to display brand offerings (with the keyword being display, not sales).Į-commerce arm: sales-focused, working as a channel to sell productsĮxtension of a brand: brand-focused, where the content represents or helps to craft the brand and build a brand-follower community Your positioning strategy is closely tied up to your product and industry. The OA is actually becoming much more than just a communication channel in China’s fierce digital market. This is happening more and more frequently. You might have seen some cases where an OA serves as a customer service hub, an e-commerce platform or both at the same time. Without it, you’ll lose all sense of direction - and can even make it harder for customers to navigate your OA. It’s necessary to position your OA and give it purpose. This article will use some of the theories of content marketing strategy and guide you through picking a right approach for your OA. Furthermore, a lack of presence on WeChat may put brands at a disadvantage, casting doubts on their authenticity. Its ease of use, speed and enormous user base make it a no-brainer for anyone wanting to appeal to the hugely valuable Chinese market. Whether you’re building a brand or running a business in China, a WeChat official account (shortened as OA) is the go-to tool for business owners. ![]()
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