How To Hire The Right Digital Marketing Company
Hiring the right digital marketing company in China will determine how well you can do with positioning your brand in the Chinese market. While most companies dream of making it big in one of the fastest developing economies in the world, it can be tricky to get started unless you are conversant with the Chinese languages, culture, and legal requirements. That is why you should consider working with a reputable local digital marketing company and let them smooth your way into China.
To hire the right digital marketing company in China, it will help to consider the following:
Do they offer strategic consulting?
If it is your first foray in expanding your business into China, there are many essential cultural and legal aspects that you will need to know. An experienced digital marketing company will help you develop a detailed market entry plan. They will conduct in-depth market research, plan a brand localization strategy, and find digital marketing solutions. They will advise you about consumer behavior in China and how to identify where the opportunities are. You can then use this information to leverage your brand strategy.
Can they help you with search engine marketing?
Since the Chinese government has banned the foreign-based search engines in the country, you will need to know how to increase your brand visibility on Chinese search engines. The top three in China are Baidu, 360, and Sogou. The digital marketing company must know how to use SEM services like Pay Per Click (PPC) and Search Engine Optimization (SEO), and how to register, set up, and manage a PPC account for you. If you have an existing PPC account, they must know how to audit it.
Additionally, they must understand how to do the following:
• Conduct consumer and competitor research
• Do keyword research, analysis, and selection for PPC and SEO
• Set up and adjust bids
• Write ad copy and do ad copy testing and optimization
• Optimize SEO in title, keyword, and description
• Integrate images, video, text, and social links into customized advertisement formats
• Manage, monitor, and adjust marketing campaigns
• Track your website traffic and PPC conversion
• Create performance reports and make suggestions for improvement
Will they undertake social media marketing for your brand?
One of the best ways to reach massive sections of consumers in China is to get on leading social media platforms like WeChat and Weibo. The digital marketing company you hire should help you register accounts with these platforms and get the accounts officially verified. They should also advise you on customizing the menu setup and help you with WeChat website integration. Additionally, they should assist with planning an effective social media content strategy that includes creating ad copy, broadcasting promotional messages, and implementing creative marketing campaigns.
They should also target your ideal customers, using demographics, interests, and behavior. Further, you want them to manage the social media accounts to increase follower engagement, drive traffic, increase sales, and build brand loyalty by improving customer service.
Are they able to analyze the marketing performance?
Along with managing your marketing campaigns, the digital marketing company should also know how to track and analyze marketing performance. They should also carry out social media audits and recommend changes to improve performance.
What is their experience with display advertising?
To reach the right audience, you will need the digital marketing agency in China to help you to launch full-screen, in-feed, banner, and video advertisements on suitable online platforms. If done in the right way, such advertisements can drive traffic and increase your brand visibility and enhance your sales.
Is web localization included in their services?
When you are advertising to a Chinese audience, simply translating your copy may not work. It is necessary to understand cultural aspects and nuances and create content in Chinese to successfully appeal to people. The digital marketing agency should have native speakers with excellent writing and editing skills to handle your content needs.
As you see, partnering with a reputable, experienced digital marketing company in China is a practical necessity for your business to thrive. You will be able to reach out to a wider audience and convert viewers into loyal brand followers.
WeChat Marketing- Top Strategies Revealed
Chinese people use WeChat more than emails. Around 70% of Chinese users rely on WeChat to communicate with colleagues, clients, suppliers, organize work, and read information about their work. Here are some top WeChat marketing strategies to help you tap this popular chat platform.
Attractive Introduction
Chinese love fancy presentations and that apply to your WeChat business profile. The company introduction is the first impression of your brand on the Chinese consumer, and it needs to be done right. It is important to have a clear WeChat introduction of your brand on the WeChat platform.
When the Chinese user sees your WeChat account page, he/she will look for an introduction and fancy content. For example, Chinese people love minisites, H5 pages, videos, and fancy presentations, and you should consider these elements when building your WeChat account page.
Good Content
Good content is the soul of any marketing campaign, and it holds true for the WeChat platform as well. To get visitors on WeChat, you need to create good quality content regularly to increase visibility. Some of the good content examples for your WeChat marketing can be offering market information, useful tips and providing special offers that can encourage the Chinese audience to follow your WeChat account.
When you create good content, it must be shareable too. Here are some characteristics of good and shareable content that you need to focus on.
- It should have an eye-catching title
- The content should be presented in an attractive manner. Multimedia elements like photos, embedded videos, and gifs make content more attractive.
- The content should be unique
- The content should be personalized to your target customer base
Community Management
Just creating good content is not enough, you need to promote it and encourage its sharing in user groups and communities. Many companies fail to reap the benefits of the WeChat platform as they do not focus on community management.
For successful lead generation, you should promote and share your content on forum websites, user groups, and other media platforms. You need to also share your WeChat account QR code on your website and in emails to clients. If you are not doing this, you are missing a large number of potential customers.
Companies need to integrate themselves with targeted groups and identify the platforms where they exchange information. Influencers also play an important role in WeChat marketing, and you need to find influencers popular in your business niche and also appeal to your target customer base.
Integration with targeted groups, communicating with users, finding influencers can be a time-consuming process, but the efforts will eventually pay you rich dividends.
Active Customer Service
Efficient customer service plays an important role in the success of any WeChat marketing campaign. Your business can hugely benefit from interaction with customers having queries. The customer service can play an important role in providing instant answers to customer queries and pave way for buying decisions. Also, customer service can also reply to quotations.
Now that you know some top WeChat marketing strategies, you also need to create and manage your WeChat account in the right way. Here we have shared a few tips for managing your WeChat account effectively.
Using KOLs on WeChat
Key opinion leaders can play an important role in influencing the target customer base. They can share your content with the targeted customer base and help increase followers. Influencer marketing is common on the WeChat platform, and you need to choose the right influencer for your brand.
You can collaborate with KOLs to create content for your brand and share it with your target customer base. Give maximum flexibility to KOL in content creation. Before publishing and sharing the content on the platform, make sure it is optimized for SEO.
There are various ways of collaborating with KOLs, like inviting them for experiencing your service or product or offering them to try your product before launch. Adding right WeChat influencers will surely enhance the effectiveness of your marketing campaign.
Now that we have revealed top WeChat marketing strategies, you can go ahead and apply them to get better ROI from your marketing campaigns. Do you’ve any questions? Please feel free to leave your comments below.
What to Include in a Medical Marketing Campaign?
No matter which business you are in, marketing is a must to stay abreast with the competition around you. Be it a small marketing initiative or an elaborate marketing campaign, it involves a lot of strategy and understanding of customer psychology. You need to understand your market and find your target to market effectively. Marketing becomes much more complex when we are dealing with an industry like medicine which essentially runs on trust and values.
It is not easy to commodify medical services as each service offered is entirely different from the other. Oncology, cardiology, neurosciences, diagnostics, orthopedics, rehabilitation and so on, there are a wide array of services offered by medical practitioners and each requires a distinct medical marketing strategy. An in-depth understanding of the science involved and the benefits they offer is crucial while devising a marketing strategy. If you are a medical practitioner and intend to use effective medical marketing services to reach your prospective clients, this post is for you. This is a list of the most essential constituents of an effective medical marketing campaign:
1. SWOT Analysis
The first step in any marketing campaign is to carry out an effective SWOT (strengths, weakness, opportunities, and threats) analysis. Understanding your line of medical practice and the industry on whole is very important before you carry out the below mentioned steps. Analyze the strengths of your service and your USP (Unique Selling Proposition), things you need to work on, threats you need to face in the future and opportunities you can encash.
2. Competition Analysis
This is one of the most important yet most neglected constituent of an effective marketing campaign. There are instances when big brands and businesses failed to do a competition analysis and eventually ran out of business. Keeping a close eye on your competitors, their success and marketing strategies is very crucial when it comes to sustainability and innovation. The idea is to never be complacent about one’s own success and to never underestimate a rising competitor.
3. Segmentation
Once you have analyzed your SWOT and have identified your competitors, the next step in a medical marketing campaign is to understand the market you serve. Be it geographic, demographic or psychographic, use all possible metrics to segment your market into a clearly defined entity. It is easier to strategize when you have a clearly defined market.
4. Targeting
Though you have defined your market and the customers you want to cater to, you need to find your target customers who are specifically looking for the medical service you offer. It is easy to design a medical marketing campaign and its tone if you have a specific set of clients belonging to a pre-defined segment.
5. Goals
Goal setting is definitely one of the primary steps where the whole campaign is revolved around. A realistic definition of the goals is to be set in regards with the audience you are targeting; the outcomes you are expecting and the amount of time and money you are willing to spend to achieve this outcome.
6. Strategies
Every marketing campaign has a language of its own and a specific message it wants to convey. Medical marketing campaigns are no exception to this. In fact, marketing healthcare or dental services requires a unique strategy that encompasses compassion, trust and goodwill. Be it creatives, web design or execution, clear planning of the strategies is made to ensure the outcome of your marketing mediums and budget.
7. Marketing Mediums
We live in an extremely inter- connected world today where there is a wide array of mediums to connect with prospective clients. However, you need to careful while choosing these platforms and clearly define the strategies. Having a ‘one for all’ strategy for all the mediums may not work for a medical marketing campaign.
8. Marketing Budget
Last but not the least, you need to have a clear cut idea of the budget of your medical marketing campaign. You need to know the duration of the campaign, the resources needed and the people who are involved. Only when you have a cap on your budget is when you can strategize accordingly.
Making a Direct Marketing Plan for Your Product Launch
So you’ve invented a product, your patent was approved and production is underway. Now what? Where are you going to find buyers? How are you going to market it? How much will you sell it for? Will you sell it domestically, internationally, or both? Will you use general marketing, or direct marketing?
These are questions, everyone who has created a product has to ask themselves. Perhaps to make things easier, we’ll take a look at the differences between general marketing and direct marketing.
How General Marketing Differs From Direct Marketing
In part Investopedia, defines direct marketing ‘as removing the “middle man” from the promotion process, as a company’s message is provided directly to a potential customer.’ Another way to describe direct marketing is: Selling products by initiating direct contact with the prospective consumers. Direct marketing is different than general marketing because it’s a promotional technique that can be measured in terms of responses.
Alternatively, general marketing is not as personal as its counterpart, because it involves advertising, then hoping for a response. With direct marketing, a direct marketing company selects which individuals will be offered the promotion, and then it receives the direct responses instantly. You’ll see shortly how they get the numbers so quickly.
Types of Direct Marketing
Often associated with mail order marketing, direct marketing also includes other promotional media outlets such as televised infomercials, videotext services, and newspaper inserts. Obviously, if you have a product that appeals to the masses rather than a small market, direct marketing makes the most sense financially. But who’s going to do the direct marketing for your product? You, or a professional direct marketing company?
What is a Professional Direct Marketing Company?
A direct marketing company is a firm that specializes in helping product developers get their products directly in front of the consumer. They know what works, and what doesn’t. As well these firms usually don’t just deal with domestic markets, but international markets, too.
How a Professional Direct Marketing Company Helps Product Developers
• They have a dedicated professional marketing and sales team.
• They are experts in media, direct response television, marketing, product analysis, consultations, and sales solutions.
• They ensure that products get the best media services, coverage, and guidance.
International Direct Marketing – Direct Response Television
If a direct marketing company has connections in the international market, they will have different associates in the firm, who speak various languages. And these members of the marketing and sales team will have the expertise and connections to translate and air your infomercials, send samples to interested parties, make important phone calls, attend international and domestic trade shows, and much more.
Who Benefits the Most From Direct Marketing?
The unequivocal beneficiary of direct response marketing is the inventor, or owner of the product being marketed, because of:
• Unequaled “Track-ability”: Direct Response Marketing means instant access to the campaign results. By using unique URLs to get quantitative data and/or toll free number data, seconds after the ad is broadcasted. This gives you instant feedback on both the media placement and creative messaging. A general marketing advertising campaign can take months to get results, if they can even get any raw quantitative data at all.
• Hard Data: Hard numbers provide a view of the campaign’s performance, and is used to make education decisions based on facts, rather than assumptions. Product developers will know exactly how many people called in to each station, or on each ad. Of those phone calls, they’ll know how many calls were answered, and how many of the callers actually bought their product.
Direct marketing shows which media outlet was profitable, as well as which creative message was successful. On the flip side, the results also show which media outlet was the least productive, and which creative message wasn’t successful.
All of the above is crucial to business people who have a product that they have to market because the numbers are indisputable. They cut out the guesswork, waiting, and wasted money. As you can see, your marketing choice depends on your product. If you have a product that appeals to the masses, direct marketing is the way to go. More specifically, direct response TV. And having a team of experts to back you up doesn’t hurt either, especially if they have international connections.
