Social Media Marketing in China: 3 Approches to Get more Conversion

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Most Brands want Social Media Marketing in China, but different targets have different strategies.  Our agency’s purpose is to help implanted companies in China to be more known in a peaceful and difficult market.

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Facebook, Google, Twitter, Instagram… They are all blocked in China. This very particular context has given a chance to local business to develop app of their own that perfectly fits the expectations of Chinese netizen. Weibo, Wechat, Douyin, Toutiao, Xiaohongshu … they will be your tool to win the Chinese market! Lets deep-dive right into it.

Social Media Marketing in China

1. Social branding

It is no secret, social media have taken a very important place in our everyday life but also more and more in companies development strategy.

However, using social media does not mean you will automatically succeed. As any other marketing weapons, it needs to be mastered before you can get the most results out of it.

Randomly posting on a Weibo page won’t be enough. It’s important to build a social media strategy with an editorial line and a brand image. You want to build and promote that image.

For instance, d’Auchel contacted us to build its Social Media strategy in China. We focused on E-reputation via PR and KOLs. To build the brand e-reputation, we used 3 different Chinese social media app.

1. Wechat to neuter the brands followers,
2. Weibo to communicate commercial info and engaged with peoples via contest, discount etc
3. Little Red Book to run KOLs campaigns in order for D’auchel to gain in credibility.

2. Community Management

Social medias are a powerful tool to communicate with consumers. Deciding not to use them may be one of the biggest mistakes made by foreign company in China.

Furthermore, social media also help to better know its customers and understand them. Understand them to target them more efficiently and satisfy their needs by building a long-term and trusting relationship with them. It’s through this customer’s satisfaction and interaction process that companies value is built on social media.

Using social medias helps to create communities and depending on the company’s activity, these communities are quickly becoming essential to get the trust of the consumers.

In order to build a sustainable strategy, it is necessary that all your marketing actions follow a same goal but also to develop a different approach adapted to each social media.

Then, in Community Management, our work is to :

• Create, optimize and develop necessary social media to your brand
• Write and plan content with values and storytelling
• Manage and animate interactions, exchanges and conversations into the communities
• Establish operational marketing actions to qualify, develop and transform potential customers in the communities in effective customers or subscribers.
• Establish bloggers relations, safe and sustainable to show your expertise in grabbing visibility on the web and in social media

Durex is the perfect example of Community Management in China.

Only Lyon realized a very good community management Job, with the recruitment of Chinese that is curious about France.

3. Using Social Media to make more sales

Selling online has never been that easy and popular. It is easy and convenient for buyer. Apps in China works within ecosystem that allows their users to navigate smoothly between them. The buying process is fast and efficient.

For instance, when a user is using Xiaohongshu to research information or reviews about a product they can just click on the link that will send them to Tmall or Taobao or the e-commerce section of the app. Same goes for Weibo where brands can just link their product into their post.

The web provides a huge information base, diversified, relevant or not, coming from providers, consumers, media, bloggers, kols etc The information netizens will find about your brand are valuable. The more there will be the better. Your job is to control this content, to make sure it answers the questions of your target audience but also are coherent with your  brand image. This is called Undercover SEO and it is powerful, in B2C, I’ll risk myself to say that it is even more important that driving peoples to your website.

When we work with a new client we will identify the following point before starting any campaigns:

• What is the goal of the company/Brand?
• Which Chinese social media should the company/Brand be?
• What kind of content the company/Brand needs?
• What are the weak points of the company/Brand and how can we improve?

In the past Beats realized a good Weibo campaign, engaging Artists to sell their Products via their E-commerce platform.

This Chinese Brand used the star Angela Baby to direct traffic to their Tmall store.

Check on top topic Weibo and their Tmall store

We are THE Social Media Marketing Agency in China

More information about Gentlemen Marketing Agency,

• check our Corporate website
• and our Case Studies.

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