Once you’ve decided to enter the Chinese market, B2B marketing localization in China should be high on your list. PTL Group is here to provide expert guidance, every step of the way.
Establishing an early online presence can significantly benefit your China market-entry efforts – and is also expected of all B2C and B2B companies. Investing in your online brand will help boost your clients’ trust in your product or service, help protect it from copycats and support your sales operations.
At PTL Group, we’ll help you with all aspects of B2B marketing localization in China:
Building your online infrastructure:
- Website relocation: Local server set-up, ICP license and registration on government databases (requires local business license and contact person).
- APP localization
- Official social media accounts set-up
- WeChat CRM system set-up
Establishing your online presence:
- Online marketing strategy planning – research and mapping of relevant channels for your business
- Content translation and localization
- Video subtitles and narrating
- SEO – keywords research and planning
- Baidu Pedia page creation
- Online PR management – news platforms and vertical websites
- Online content maintenance
- Ads placements
- Brand reinforcement via relevant channels (Zhima and alike)
Developing your social media channels:
- Content strategy and planning
- official accounts management: i.e. WeChat, Weibo, Youku, TikTok, Red, etc.
- Marketing campaign planning and execution
- Content translation and localization
- Content creation
- Video translation and narration
Capturing and managing online leads:
- SEM management for Baidu and WeChat
- Landing pages – set-up, design and management
- Targeted channel ads
- SDR services
- Data management (via 3rd party platform)
Offline activities:
- Operational support prior to, during and after exhibitions (also with support from our supply chain and warehouse teams)
- Marketing material localization, translation & printing
Know your target market in China
Market research is a common practice for B2C companies, but perhaps less for B2B entities. Nevertheless, we highly recommend conducting a basic market research before entering the Chinese market – or once you’ve already established your presence.
China has made it a top priority to become fully digitalized by 2030. All processes, government or private, are mostly conducted online. Online payments and the extensive use of QR codes are already being used, but this revolution is designed to eventually eliminate all paper uses from daily lives.
This transition is affecting business and consumer practices, especially with the growing presence of tech-savvy professionals. Potential candidates for job openings will look online for verified information regarding your company before applying. Potential clients, distributors and partners will do the same. Not having an online presence online might hurt your credibility.
By conducting an online market research, you can get a better picture on what is happening in your industry, who your potential competitors are, and which channels you can harness to improve your online brand awareness.
Planning your China B2B marketing strategy based on a thorough online research can support your local sales team in their endeavors, as well. Remember: even as a B2B company, you can benefit greatly from a digital presence in the Chinese market.
Frequently Asked Questions
- How can I apply for ICP in China? To apply for ICP (internet content provider) in China and host your website on a local Chinese server, you will need a local business license, two local contacts and content translated to Chinese.
- How do I open an official WeChat account? Opening an official WeChat account can support your marketing efforts in China. It is not a complicated process but you will have to provide a local business license and the details of a local contact person.
- What is a WeChat Official account? Opening an official account on WeChat allows you to publish articles on a daily or weekly basis (depends on the account type) and gain followers. This type of account is mostly used by companies promoting their products and services in China.
- How can I host a website in China? First of all, you will need to apply for an ICP. The process could take between 10 days to 2 months and includes a review by several local authorities. You will also need to provide a local business license and other relevant documents.
- Which WeChat business/official account should I open? There are two main WeChat official accounts for businesses – subscription account or service account. To choose the account that matches your needs, you first need to figure out how many times per month you want to publish content and understand how the visibility of the account on the chat-list on WeChat will affect its performance.
PTL Group is your trusted partner for B2B marketing strategy in China
B2B marketing is different than B2C marketing, and tends to rely less on digital media. That said, China’s online landscape and social media channels are both vast and unique – and highly affect local market expectations and business practices. Therefore, international B2B companies looking to enter the Chinese market should pay special consideration to the opportunities presented by digital marketing.
Brand and marketing localization in China are very important, but not only in terms of translating content. Your local marketing strategy will differ according to your business model, targeted audiences and sales expectations. Tools like your WeChat official account, mini-apps, your Weibo account, creating short videos on Douyin or Red should be considered alongside PR marketing efforts and exhibitions. In fact, as there is no LinkedIn equivalent in China, and since making personal connections to drive sales is still the mainstream method for B2B sales, investing in digital marketing in China must be complemented by effective offline activities.
PTL Group specializes in planning and executing viable marketing strategies that help B2B companies build their brand in China and support their sales. Our work complies with local laws and regulations, keeping your China marketing operation risk-free.
More information on marketing and e-commerce in China
- Digital Marketing in China: 5 channels B2B companies should consider
- 5-Step Guide for Marketing Localization in China
- White-paper free download: Sell Health & Beauty Products in China via E-commerce 2021-2022
- Competitive Intelligence: How to Explore Chinese Companies Online
- Wechat corporate accounts – which one suite you?