stephen的博客

Branding and lead generation are the top 2 goals for B2B digital marketing.

Almost no exception.

Which one has more priority for most B2B companies?👇🏻

First priority: lead generation. 

Most B2B companies will put this as the first priority. 

Why? 

The reason is simple. The leads might become revenue in the short run.

Second priority: branding. 

Sure. 

They all know branding is important. 

But the reality is that it takes a long time to build up a brand. 

It is also hard to measure branding ROI.

Can B2B companies use WeChat to generate sales leads in China? 

The answer is Yes, but you need to have the right systems.

Here are 6 pitfalls most company WeChat accounts have...👇

1. No next steps after publishing content.
2. No connection between offline and online traffic. 
3. No follow-up with your followers. 
4. No system to manage your followers. 
5. No system to identify followers as sales prospects. 
6. No system to deliver the right content to the right followers. 

"How do you measure trade show ROI from a marketing perspective?"

It is a topic I always like to mention with marketing leaders.

I often don’t get positive answers. Here are 3 top reasons …👇

Want to grow b2b business in China? You need to promote website.

Want to promote your website effectively? You need to host website there.

Here are 4 steps to do it…👇

1. Need to have a business license in China
2. Need to register the domain name in China or transfer your domain name to the service provider in China
3. Need to host your website in the service provider in China
4. Need to ICP (Internet Content Service) license.

Yes, it is not as easy as most people think.

But the payoff is huge in the long run. 

Can B2B companies use WeChat to generate sales leads in China? 

That is the one-million dollars question. The short answer is Yes. The long answer is you need to have the right systems.

Let’s look at the current problems with B2B company WeChat account first. I will write down my thoughts in the next post.

Surprisingly, some businesses don't know which stage they are in.

Want to know which stage your business is in? Here they are…👇

Stage 1: Market Research
Stage 2: Test Market
Stage 3: Build up a small team, usually a small sales team
Stage 4: Expand the team to an entire operation team

Each stage has a different business goal.

Each stage will need a different resource allocation and plan. 

Wonder why your competitor’s websites appear on top Baidu search results.

Worse...your business doesn’t appear on the first page, typing the name. 

I visited Shanghai during my trip to Asia in April.

The last time I visited Shanghai was in 2019 aka Pre-Covid.

Want to know my learning during my Shanghai trip…👇

1. It was effortless to enter Shanghai internationally.
2. I felt everything was back to normal there. Also, I didn’t have to wear a mask all the time.
3. All of my clients in Shanghai wanted to push their businesses forward domestically or internationally a full speed.

I am so glad that I can travel to China, almost like Pre-Covid. 

The biggest internal client for the b2b marketing team is the sales team.

The sales team often has tons of requests for the b2b marketing team.

Want to know the top 2 requests?…👇

Request 1: generate sales leads through digital marketing
How the marketing department can help: generate high-quality leads through digital marketing

Request 2: improve online brand awareness
How marketing leaders can help: let potential clients see your company ads/website/articles more often

Let’s face the reality…

Why do you need a China digital marketing strategy to enter the Chinese market? 

Why not just use current digital marketing strategies in other markets?

Here are 3 main reasons…👇

1. China has its own internet ego system. For example, Baidu is a major search engine in China, not Google, and Weibo is their social media, not Twitter. 

2. China has its own unique user behaviors. For example, Chinese internet users like to do everything in WeChat.