As a hotelier, you probably already use social media sites such as Facebook, Instagram and Twitter to target travelers, but have you ever thought to explore WeChat? If not, you could be missing out on a huge customer base that doesn’t have access to the other major sites.
Known as the super app in China, WeChat combines the power of messaging, social media, social commerce and mobile payment into one platform. Plus, it has more than 1 billion users, making it a logical step for hotel marketers looking to expand their reach among Chinese tourists.
Following are some tips on how to use WeChat to market your hotel or resort.
HOW TO SET UP A WECHAT OFFICIAL ACCOUNT
Similar to a Facebook Business page, a WeChat Official Account allows businesses to promote brand awareness and connect with potential customers. However, unlike many of the social media
There are a few options from which to choose, but a service account is ideal for hotels. Not to mention, it is currently the only type of Official Account available to companies with business licenses outside of China.
To apply, you will need to register your hotel by choosing the type of account (e.g. service), entering an email address associated with your brand and choosing a password. You will then need to select your company’s region and input your business and account admin information. If approved, you must verify your account within 30 days.
The verification process requires additional information about your hotel, including your company registration number (i.e. the number listed on the business certificate issued by your local government), your hotel’s bank information
Plus, you will need to outline the scope of your business within the application and upload files, such as your business license, the official application letter and copies of your admin’s (or main contact person’s) ID, passport or driver’s license and his or her personal mobile phone billing statement and payment history for the past three months.
The entire approval and verification process can take 2-3 months for businesses outside of China. Therefore, it is strongly recommended that you gather all the information in advance to avoid hiccups or delays.
In addition, you will need to create a name for your WeChat Official Account (e.g. your hotel name), confirm and pay the invoice. There is a $99 fee just to apply for verification, along with annual verification fees for operating the account.
While QR codes haven’t seen a lot of use in America (only 8 percent of U.S. households scanned a QR code in 2018), they are king in China and are one of the main attributes of the WeChat platform.
Incorporate your hotel’s account QR code everywhere–within your WeChat articles, on your website, on your hotel key
HOW TO CREATE QUALITY WECHAT CONTENT
Quality content is essential for successful WeChat marketing, especially since service accounts only allow you to create four broadcast posts per month. While these appear in your followers’ messages (similar to Facebook Messenger) via push notifications, the content must deliver a genuine incentive for potential guests.
Keep in mind that WeChat is filled with brands vying for Chinese consumers’ attention, and if your hotel’s articles don’t provide value, you will lose followers. Create a monthly or seasonal content calendar to keep your messages on track.
Due to the limited volume of broadcasts, your tactics for delivering quality content differ from what you would do on Facebook. For example, you can post multiple times per day on Facebook, giving you ample opportunity to tell your story one image, video or graphic at a time. On WeChat, you must provide the customer with a more complete experience all at once.
Here are some of our recommendations:
- Create a detailed itinerary of what there is to do in the area.
- Show off new locations, new amenities or new updates to your rooms.
- Highlight the guest experience with a video diary.
- Create a poll asking followers to vote on their favorite new look for your rooms.
In addition, you should promote brand loyalty with rewards for followers and frequent guests. For instance, you could create an article containing a special QR code for your WeChat followers to scan to receive a discount or an exclusive offer.
Advertising is another option to increase awareness for your hotel; however, the frequency is much lower and the spend is much higher that what you may be used to in the United States.
For instance, a single