Lead generation, 7 keys for success in China

How to generate thousands of prospect every month, and optimise your business process in China?

In 2024, lead generation in China is based on 8 key principles

1. Inbound Marketing
2. Content : impact your clients in China
3. Efficient Landing page to optimise conversion
4. Online Ads : Baidu, Douyin
5. Branding & E-Reputation : vital in China
6. SEO : Baidu & Alibaba
7. WeChat Nuturing
8. Douyin ads & Retargetting

Lead generation: key sucess in China

Inbound Marketing

Inbound Marketing is a way to promote your company in order to attract new customers to your website and thus, improve your amount of leads. Inbound marketing is understood as a way to bring new customers to you, and not your company looking for its new customers.

Content Marketing: Give added value information

Nowadays in China, having good content is essential. Your content must really be proficient in order to stand out. You must have quality content. Therefore, you have to know what is quality content. This kind of content can either be some viral content, such as photos, videos, graphics, gifs, …

Chinese customers are very demanding. They want good quality content. So you must get some content that will interest them.

If you can bring up some storytelling about your brand or your company, it will always be a plus. Your customers will be more concerned about your brand if there is some emotion behind them.

Very efficient landing page

Having an efficient landing page is important to attract your clients in the B2B world. They just want to do business with you. They must have a good first impression of your company. Therefore, the design must be very clean and tidy, but also professional and smooth. You must be proficient in user experience. You can provide videos, photos, infographics, …

There are many different ways to succeed in building a great landing page. Moreover, the loading of your landing pages must be very quick, otherwise, your clients will run away. There are often problems with the loading time when it comes to visiting a website in China. Landing page experts will help you to get things right, in order to have new incoming leads every day.

Here, Damac website is a very good example of a quality landing page you can ideally get. It is very efficient and attractive.

• How to make digital your weapon in China
•  Things you should know about SEO on Baidu

Online ads, invest and measure

There are many brands available on Baidu. Many of them spend an enormous amount of money in banner ads, but also on the PPC method, which stands for Pay Per Click. These methods will increase the stakes but also reduce the impact of this kind of campaign. Therefore, it is good to use them, but you must know how to handle them: when to start and when to stop. With these methods, you can also benefit from measuring tools to know if you do things right or not. Baidu specialized agencies will help you to control the cost and will make the best banners for your website. Get in touch with them!

Douyin (Tiktokp) in also a new way to target Clients

Branding will bring you confidence

Branding is very important in terms of lead generation in China. Indeed, it will allow you to build your brand image and reinforce the characteristics of your brand. Then, you will be able to keep your price up (if it is the case) because your products will correspond to a trusted brand, a quality brand. Branding will bring you confidence. L’Occitane is proficient in branding, as they promote the fact they are around since 1976. It is also known that branding is what we call an ROI, Return On Investment. Branding brings you many more leads if you work efficiently on it!

E-REPUTATION IN CHINA IS THE KEY

SEO on Chinese search Engine

Search Engine Optimization is one of the best ways to generate leads. SEO will allow your website to rank at the top of the searches if you do it right. SEO will be proficient especially on Baidu, but to do so, you will have to get your website content right, your articles must be very nicely written, you must get good titles too.

Actually, your main title is one of the most important things about SEO. It must attract your readers. You must work on it to make it great. Also, you have to provide some backlinks referring to some quality information websites. This will increase the trust rank of your website, and then, your readers will trust you. Also, you can choose to create partnerships with other reliable websites, in order to get even more backlinks referring to your websites. Your website must also be hosted in China to have the best loading performance.

SEO done in this way will get your website very trustworthy and reliable. Thus, leads will flow to you!

• How to be an SEO Champion of Baidu?

WeChat Lead Nurturing

Lead nurturing is very important when it comes to B2B. It allows you to keep in touch with your potential clients. These potential clients can often be serious clients, but they don’t have a budget for now for example. Therefore, you need to feed them with some information about your company. In this sense, it is important to use social networks. These networks will enable you to provide some newsletters or to send some interesting articles to them. WeChat is an excellent tool to manage lead nurturing. On the most famous Chinese social network, you can provide some interesting content to your potential customers. WeChat experts can help you to manage your lead nurturing in order for you to never lose any potential customers!

Douyin, a game changer

Douyin, the Chinese equivalent of TikTok, offers potent advertising opportunities, especially in the B2B sector.

• how Douyin ads can be effectively used for B2B businesses?
• How firms can be focused on the concept of retargeting and its key advantages.

Concept of Douyin Ads for B2B with Retargeting:

• Douyin ads for B2B marketing leverage the platform’s vast user base to target industry professionals and decision-makers.
• Retargeting within this context means showing ads to users who have already interacted with your content or visited your website but have not yet converted (e.g., signed up, made an inquiry, or purchased).
• This strategy increases the efficiency of ads by focusing on individuals who have shown interest in your products or services.

Five Key Points of Douyin Retargeting for B2B:

1. Highly Targeted Engagement:
   • Punchline: “Catch them where they linger – Bring your brand back to their screens!”
   • Example: If a user visits a webpage about high-precision manufacturing tools but leaves without contacting sales, retarget them on Douyin with a video ad demonstrating those tools in action.
2. Increased Conversion Rates:
   • Punchline: “Turn maybes into definites – Keep your brand top of mind!”
   • Example: After a user downloads a white paper on supply chain solutions from your website, retarget them with a series of short clips highlighting key benefits and client testimonials.
3. Cost-Effective Advertising:
   • Punchline: “Spend smart, not hard – Focus your budget on warm leads!”
   • Example: Use Douyin’s analytics to track users who have watched more than 75% of your previous ads and retarget them with further detailed information and a strong call to action.
4. Enhanced Brand Recall:
   • Punchline: “They’ve seen you before; make sure they remember you now!”
   • Example: For users who attended your webinar via a Douyin ad, follow up with another ad that summarizes the webinar and offers additional resources, reinforcing brand memory.
5. Sequential Messaging:
   • Punchline: “Lead them down the funnel – Step by step, closer to conversion!”
   • Example: Start with general awareness ads about your innovative logistics software, and for those who interact, follow up with more specific ads about features, demos, and customer success stories.

Is Douyin is a good strategy for B2B in China?

These strategies ensure that your Douyin ads not only reach a broad audience but engage with a specifically interested segment, enhancing the likelihood of converting interest into actionable business outcomes. This targeted approach makes Douyin a valuable platform for B2B marketers looking to optimize their advertising spend and maximize returns.

How much cost Douyin Ads ?

The cost of advertising on Douyin, like many other digital platforms, can vary widely based on several factors such as targeting, ad format, competition, and the specific objectives of the campaign. Here’s a general breakdown of how pricing can range on Douyin:

Factors Influencing Cost:

1. Ad Format: Douyin offers various ad formats including brand takeovers, in-feed ads, hashtag challenges, and branded effects. Each format has a different pricing structure.
2. Targeting Specificity: The more specifically you target your ads (by demographics, location, interests, etc.), the more it may cost.
3. Campaign Duration and Timing: The length of the campaign and specific times during which the ads run can also impact the cost.
4. Bid Strategy: Douyin, like many platforms, uses a bidding system for ad placements. Your costs can depend on the competition for your chosen audience and keywords.

Estimated Cost Ranges:

• In-feed Ads: These ads appear in the user’s news feed. The cost typically operates on a Cost Per Mille (CPM) basis, ranging from around 10 RMB to 100 RMB ($1.20 to $12 USD) per thousand views, depending on the level of targeting and competition.
• Brand Takeovers: This format allows brands to take over the app upon opening. These can be significantly more expensive due to their prominent placement and can cost tens of thousands of dollars per day.
• Hashtag Challenges: Starting a hashtag challenge can be a costly endeavor because it involves both creative content and potential influencer partnerships to promote the challenge. Campaigns can range from a few thousand dollars to over $50,000, depending on the scale and promotional efforts involved.
• Branded Effects: Creating custom filters or effects involves both development costs and promotion. These can range from $4,000 to upwards of $30,000 based on the complexity and visibility of the effect.
• Boost video, most effective way to get views, 100rmb for 5000-200,000 views depending of the virality

Getting Precise Quotes:

To get precise pricing for a Douyin ad campaign, it’s best to directly consult with Douyin’s advertising team or a certified advertising partner. They can provide detailed guidance based on your specific marketing goals, budget, and target audience, helping you plan an effective and cost-efficient campaign.

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