How to Use WeChat for Personal Branding in 3 Steps

Shilong Chen October 01, 2018
Online Branding Social Media Marketing

wechat-marketing (If you’re a financial adviser who wants to distinguish yourself from others, make sure you check out UPB Solutions Packages)

If you’re targeting customers from China, in this article, I’m going to show you how to use WeChat for your personal branding so that to grow your financial advisory business in 3 steps. Before I show you the steps, I would like to give you some background information of WeChat with 2 questions below,


Q1. What’s WeChat?

WeChat is, at its core, a messaging app, but actually now it’s a … ‘monster’/super app as it combines functions of Facebook (Timeline), WhatsApp (Messaging), Twitter (Short text sharing), PayPal (Payment/E-Wallet), App Store (Platform for building and distribute apps) and more.

Q2. Why should you use WeChat?

1. To reach large audiences from China.

There are 846m people, more than half the population in China are using WeChat and over 1 billion monthly active users worldwide.

2. It’s the point to point marketing tool.

You can connect your target customers, and distribute your branding messages to them precisely.

So how to use WeChat for personal branding? here comes the 3 steps,


Step 1. Verify whether WeChat marketing is right for you.

T: To check if your target customers are on WeChat.

E: To check if it improves your efficiency by using WeChat marketing compare with methods you’re using now.

D: To check if you can distinguish yourself/service on WeChat by researching competitors’ WeChat Accounts.


Step 2. Choose the right WeChat marketing method.

There are 4 main WeChat marketing methods, and they are listed below in ascending order of complexity.

Moments: The easiest and free method to build your brand by sharing your branding message on Moments (Which is similar as Facebook timeline). People can quickly understand who you are and what you’re doing by looking at your Moments, especially when they connect you for the first time.

Groups: It’s another simple and free method to build your brand awareness by creating a WeChat Group, adding your audiences to it, and posting your professional knowledge or event announcement on it.

Official Accounts (Subscription Accounts, Service Accounts): Different with WeChat Groups, Official Accounts allow users to search and subscribe. When you post an article on your Official Account, all users subscribed to your account will be notified your article on their WeChat. For personal branding, it’s more suitable to set up the Subscription Account (free).

Mini Programs: WeChat Mini Programs are “sub-applications” within the WeChat ecosystem. They enable to provide advanced features to users such as e-commerce, task management, coupons etc. And you can build your branding app for your audiences with Mini Program.


Step 3. Create valuable content for your audiences.

Content is the king of WeChat Marketing and there are 3 content sharing tips below for you to build your brand on WeChat,

Putting yourself in audiences’ shoes.

Be professional.

Be consistent.


WeChat Marketing is part of our digital ecosystem to impress your niche and grow your financial advisory business. And we’re welcome your feedback or any question on WeChat Marketing.