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Certified Academy

WeChat 101: a marketer's guide to the super-app

A 101 guide to the super-app's marketing capabilities

Access date 27 July 2020

Education form Online

price USD129

Certificate YES

WeChat is a platform unlike any other in China, or indeed the world and is much more than simply an app. The super-app can be used to hail cabs, order food and goods, book dentist appointments, communicate with friends, play games, pay credit card bills and much more. It can be no surprise that the app is a must when engaging with the Chinese consumer.

However, the sheer breadth and depth of the app can be daunting to marketers based outside of the mainland, resulting in them losing market share to native users or perhaps being drowned out altogether.

Designed by Marketing-Interactive, a pan-Asia media & events brand that is passionate about the progression of marketing, this online course aims to equip you with the necessary knowledge and skills to:

Use the WeChat platform effectively and efficiently
Gain a strong understanding of WeChat’s capabilities and what it can do for your business
Develop an effective marketing strategy to engage with consumers
Analysis the impact of WeChat campaigns and how to improve on them

Attend this course if you want to:

Know how to set up a official WeChat account
Understand how best to personalize your account
Effectively target key audiences using the app using location based features and other tools
Engage with consumers using incentives and loyalty programmes
Understand how best to engage with KOLs
Develop microsites and understand how to fully utilize micro-transactions

Course content

Video recordings and teachings from a leading expert
Prepared simulation and exercises
Materials for reference and self study
Case studies and best practices that prepare you for situations you may face

Trainers

Brown Zhang

Digital Marketing Strategist
Current Asia

David Ketchum

CEO and Founder
Current Asia

Course Syllabus

Module 1

Module 1: Setting up WeChat as a foreigner

WeChat: an overview of the size and scope of its influence in china
An overview of the super-app’s capabilities
Setting up an official account: what is required?
A guide to the subscriptions available and what is best for you
Competitor analysis

Module 2

Module 2: Selling on WeChat

A guide to using WeChat’s own sales platform
Options for developing own sales site on WeChat
An overview of WeChat’s payment services
A look at the CRM tools available on WeChat

Module 3

Module 3: Marketing –Developing content

What does an effective content strategy look like?
A guide to targeting specific audiences on the platform
What type of content is well regarded on WeChat? And when is it best to post?
What are WeChat’s regulations on content?
Utilizing QR codes: a guide to online to offline marketing on WeChat

Module 4

Module 4: Audience interaction and growth on WeChat

How to utilize Key Opinion Leaders (KOLs) effectively
Tips and tricks to engage with consumers
SEO on WeChat
Setting up incentives and loyalty programmes – do’s and don’ts
Developing a customer service function for the site
Utilizing location based features and micro sites to enhance brand awareness

Module 5

Module 5: Analysing the impact of a WeChat Campaign

How to measure click rate success
Social media monitoring tools: what is available?
Using the WeChat index

How does this online course work?

Practical application

The course avoids theory-heavy lectures, and instead offers learning in practical, bite-sized modules that participants can complete in their own time.

High quality materials

Participants gain access to expert materials and step-by-step training to prepare themselves and guide others in specific situations with in-depth guidelines and scenarios.

Flexible and mobile learning mode

Materials are available 24/7 online, so participants can access the course in their own time. Our Uniqskills programme will remember their progress, so they can come back to it when it suits them and revisit the course whenever they need.

Good investment

An online course saves time and money compared to traditional face-to-face events or expensive consultants.

Certificate of completion

The self-assessment quiz allows participants to test their knowledge, and upon completion, receive a certificate documenting their professional development.

You will take part in