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07 October, 2016

5 Chinese Social Media Strategies to Grow Your Business


China is a huge market for foreign businesses in this day and age. Many are now operating successful campaigns and attracting many new Chinese consumers through their digital efforts. With a huge population of 1.3 billion combined with a growing middle class of consumers seeking to spend money on quality products many brands are seeing great potential and results.

The key to success in China is digital, the digital revolution in China has been unprecedented, over 60% of the population now have access to the internet with the traditional brick and mortar shop being sidelined in favour of e-commerce and online business.

In terms of putting together a comprehensive digital campaign social media in China is the key. Social media platforms are so integral that without a presence here you are virtually unknown in the new, digitally orientated modern China we now find.

Here are 5 strategies to help you grow your business in China on social media.

1)    Be present on a number of different platforms.

The largest platform in China is WeChat with over 700 million active users. Ensure you set up an official account here and disseminate quality, content. Users follow official accounts and will often share content on their feed. 


Weibo (literal translation ‘micro blog’) is a more open social network than WeChat as users can see content from anyone, they do not have to be connected first. Here you can post content but crucially cross promote your WeChat account by embedding a QR code which links to this.


‘QQ’ is another platform that for marketers that functions more like a forum for e-reputation and building relationships with consumers.
Developing a presence here is about cross promotion, quality content, answering questions and offering online incentives such as discounts and offers, the Chinese like to feel rewarded and special and often follow brands on social media because of such incentives. WeChat is the most important site for promotion so link consumers back to your fan page with your specific QR code.

2)    Utilize WeChat’s micro e-stores

The WeChat e-store is growing phenomenon. Users increasingly will access brand stores through micro stores within the WeChat application. This has the added benefit of being linked with the E-wallet, users WeChat accounts are now linked to their banking so it is simple to make purchases. The stores are highly customizable with a user friendly layout and this is a growth area for brands, consumers making purchases via a social media platform is a relatively new phenomenon.

3)    Manage E-reputation

Reputation in China is key and consumers will turn to social media and forums to research products before buying. You need to cultivate a positive sentiment towards your brand on QQ forums, WeChat, Weibo and on other general forums. Chinese consumers care greatly about the opinion on other consumers, especially their circle of family and friends. If positive reviews of your brand are shared within social circles you will attract many more customers.

4)    Utilize the QR Code

The QR code as previously mentioned is very important, it is a huge phenomenon in Asia largely because WeChat as the largest social platform developed with QR as a key element of their functionality.

Offline to Online campaigns are particularly effective with QR codes placed on physical products that when scanned link users to your WeChat page. Again it is important to offer promotional incentives and competitions as a reward for scanning the code.

5)    Tailor your content to the Chinese Market

In China there are certain tastes and types of aesthetics that the Chinese consumer is drawn to. Cartoon graphics remain very popular as do short humorous videos. Content needs to be translated into Mandarin Chinese and tailored to their interests. Spend some time looking at Chinese social networks and the type of content that is popularly shared.

It is important to realize that, with regards to social media and the Chinese digital landscape in general, this is a very different online eco-system to what we are used to around the world. This is because it developed under state regulation. Having said this a lot of traditional marketing strategies are still effective in China, they just need to be altered and tailored.


Benji is a digital marketing specialist based in Shanghai, China. For more information see his blog and website here

23 June, 2016

4 reasons why is better to get your PPC strategy done by an agency:


Do you want to stay on top on search engines because your products or services are of high quality and you want people to know them? After trying many ways to improve traffic on your site and raise the conversion rate on your own with no success, if you're thinking about  trying Pay Per Click ads and not sure how to go about it, the best thing to do is to leave this in the hands of an agency because they can help you to keep your site in top positions in most frequently used search engines by using
PPC advertising.
As you may know, Pay Per Click (PPC) is a method of digital marketing which allows your business to reach the top positions on search engines when the users search for keywords that fit best with you are offering and you pay whenever the users click on your ad.



As the picture shows, PPC ads can make your business more visible on the most popular search engines.
In order to have a good PPC strategy and to achieve the best results in terms of click/clients conversions the best idea is consulting with a PPC agency due to the following reasons:

1.- They spend the time you don't have.
Search engine marketing it's not as simple as it can seem and requires spending a lot of time on it. Everyone's the time of is precious, your business needs you. Keeping an eye on Adwords all the time, to get the best results, is a tough  job, which experts are better at. Monitoring and understanding ads on search engines insights isn't an easy task at it requires a lot of time, which is why having marketing outsource can guarantee your business will have quality content running.

2.- Getting information constantly. 
Apart from reporting the flow of your clicks on Adwords to you every so often, a worth agency is always available to give you information about your business's online marketing and your PPC's results. Furthermore, it is easier to follow the clicks, visits to your website and the clicks/clients conversion when the information is analyzed before and someone explains it to you clearly. At the same time, working strategically with a marketing agency will make it easier to know what you can do to improve your online business.

3.- Response capacity.
Outsourcing marketing allows you to react quickly to sudden changes that can occur in your business sector. The agency that handles it continuously monitores and notices any if for any reason your business sector experiences any issues and alongside your experience in the sector they can be vital in responding rapidly. Regarding PPC strategy, what people look for can change fast and competitors can launch several products competing with you, which is why a PPC agency will provide you with the necessary information to act and face the changes in your area.

4.- You are not alone.
Being visible for everybody on internet is fundamental for any business nowadays and it's better when you have someone to advise and help you reach your important goals. An agency running your internet marketing and combined with your knowledge of your business will yield better results. You know what you want, what your products are and where you want to go, so  together you will be more successful.

As you can see, outsourcing marketing by hiring an agency may give you a lot of advantages, which make running your business online easier. In today's world having a good online strategy in order to place your website on top of search engines is  fundamental, because it allows you to reach targets and get effective conversions in to real costumers. A PPC agency will do a perfect optimisation of your business.

So, what are you waiting for? Let's try it and invest your money in to your goals.


This article has been written by Juan Antonio Salvador copywriter for a Digital Marketing Agency in London. 

06 February, 2016

10 Tips to Increase Data base and one to not do

Very often our clients ask us how to improve their subscriber list. Of course the size is important! A large Data Base list allows us to make a deeper and more accurate analysis. However, the quality of those contacts is important as well. What everyone wants is to share our message with a lot of people interested in our brand or products. 

The truth is we also prefer clients with a larger data base! It is always hard for beginners. Let’s see what we can do:

1. Website: Include in your website a subscription box. Also in your blog, right after an interesting article you can add a call-to-action to subscribe to your newsletter, catching the reader attention. ‘Receive more article like this directly in your mail box’.


2. Social media: Social network like Facebook allows you to have a special tag for subscription in your newsletter data base, for example. 



3. Adwords: Create a specific campaign to increase the number of members in your list. A promotion will always help you to attract new subscribers.  

4. Download documents: Sometimes, articles or whitepapers are only available on demand. Usually, people have to submit contact information to access the information.  We are talking about an exchange of contact details with valuable information.


5. Register: To access a private area of the website, make a purchase or enter in a website you must register first. Some ‘shopping clubs’ like Vente-privee, an exclusive shopping club in Europe, use this strategy as well as some online newspapers.   


In this example, Mei.com in China offers a coupon for new registers. ‘Register and get 50RMB off and twice free shipping’  


6. Third party: do you have any partner?  
Partners are usually related to our own industry and products.  This is a dedicated strategy. The subscribers of your partners might take our information as a spam. S, to avoid this we must take into consideration content relevance. 

7. Games! 
When you enjoy, when you engage, you don’t care about sharing your contact details. 
In this example Royal Caribbean Cruise in China launched a game for their audience in Social Media. Their goal was to compile the contact details of all these people who were following them in social media but weren’t subscribers. 


Do you also have an offline place and presence? Use it! 

8. Wi-Fi: One of the techniques that always works is when you offer something in return. Or, in other words, customers’ contact details are their payment method. For example, K11, a shopping mall in Shanghai, offers free Wi-Fi to their guest in exchange for their email address or phone number. 

9. Register for an event: Doesn’t matter if the event registration process is online or offline. Only ask registers for their contact information that you will use to provide them with more details or reminders regarding the event. 

10. Lucky draw
When Lacoste arrived China, they had buyers in their stores but no data base. In order to collect their buyer’s data base, they did a campaign in their stores. Participate and win a trip to Sanya! Lacoste gave away 3 tickets for all-included trip to a paradisiac Island. 
Only a few lucky people could win, but Lacoste increase their data base in China by over 30%.


Don’t do it:

1. Never, never, never, buy an emailing list! It’s bad for all. 
The first thing you need to keep in mind is you are bothering people who don’t want to receive your information, so you are damaging your branding and your corporate image. Second, people will mark your email as a Spam, and you will have bad reputation for the rest of your email campaigns. And last but not least, you will feed the idea of spam = email and you will lose effectiveness. 

Do you need help with your data base, to understand your subscribers or to create email campaigns? Contact Us! intmkt@webpowerchina.com 


Teresa Marin, International Marketing Manager, Webpower China. Teresa@webpowerchina.com  www.webpowerasia.com


21 December, 2015

6 mistakes to avoid in E-Commerce in China

The E-commerce industry in China will be worth over 700 billion dollars by the end of 2015 with a staggering 243 million e-shoppers purchasing online. E-commerce is rapidly increasing in China with online customers not only seeking interesting deals, but also an excellent checkout process and a high quality service. With increasing competition from a number of different online platforms one mistake in the process can lead to consumers abandoning their online purchases.

It is thus very important to improve your website to provide a top quality shopping experience and market yourself effectively.

 

Not utilizing the power of social media

 

93% of online searches in China are done on search engines like Baidu and 68% of customers look for companies on social media before buying.

SEO is important to maximize your exposure on Baidu whilst a comprehensive marketing strategy on social media platforms is very important to increase the size of one’s customer base, encourage loyalty and generate brand awareness. Companies’ posts that are popular and trending on social media have a strong influence on consumers’ decisions with individuals wanting to keep abreast of the latest consumer trends. The Chinese increasingly turn to their social network online for recommendations and advice, your posts being shared amongst user’s networks can directly lead to more sales, especially if you seek to engage and communicate with customers. Customers also want answers on social media and use it for feedback quickly. Many e-commerce companies now have an option on their WeChat to submit a query, users can then receive a reply directly from an agent seeking to resolve an issue.

It goes without saying that a high level of Chinese is necessary for social networking here, Mandarin specialists ‘Tailor Made Chinese’ have emphasized the need to learn and understand the local nuances of the language and ensure you have local expertise on hand.


Not engaging in SEO for E-Commerce websites.

It’s very important to optimize websites for Chinese search engines like Baidu to increase its sales. If your website isn’t showing up when people search on a search engine, nobody will buy your products, it’s important to optimize your website on key search engines.
It’s important to make sure that the structure of your website is well done, and that the content is relevant. Key words are very important, you want to focus on increasing your profile when a certain series of keywords are entered on Baidu, generating a buzz about an e-commerce website with other articles referencing you is an effective way to increase your ranking.

Not adapting a website for mobile
Mcommerce is increasing rapidly in China with large numbers of consumers using the plethora of apps and mobile functions to buy online via their Smartphone’s. Mobile e-commerce represents 15 billion dollars globally and by 2017, this figure is estimated to more than double, to 31 billion dollars.

The websites aesthetic design and functionality is important and a necessity. You have to optimize your website for a smaller screen size and for a better user experience on the Smartphone. Statistics suggest that 78% of Chinese users think that the websites aesthetic image on a mobile has a huge impact on their buying decision. E-Commerce websites who are not optimized for mobile will surely lose potential clients.

Not retargeting your visitors

In China, e-commerce customers often don’t buy on their first visit. Companies have to improve by personalizing the offer for the consumer, make the offers as attractive as possible and emphasize the limited time scope products and prices are available for. It is also important to re-target visitors who have purchased before, the Chinese will re-use websites they trust and feel they have a relationship with. Send out regular newsletters, members offers and have a strong presence on social media to encourage repeat purchases.

 

Not leveraging the power of visuals


Visuals are very important for Ecommerce websites. The Chinese customer cannot physically experience the product online, thus providing high quality pictures and videos to give this sense of interacting with the product has become essential. A comScore study revealed that when a product has a presentation video, 64% of the visitors are more likely to buy, they also stay on the website for an average of two more minutes longer, thus increasing the likelihood of browsing other products.
 For most of e-commerce sites in China, providing a video for each product is impossible, but there are other solutions like a 360 degree view of the product that prove popular amongst consumers.

Product page design
The product page is a vital aspect it plays an important role in terms of the consumer’s buying decision. Well designed pages will improve the customers visit, and will give them important information, it’s key to explain why it’s better to buy your product and not competitors. Avoid simply copying and pasting the product’s description without including detailed information, customers appreciate sites to go the extra mile in terms of the description and the page must be clear and accessible.

Explore different online business models in China
There are a whole host of different approaches to e-commerce in China. The subscription model is gaining popularity currently. Websites such as the ‘French Cellar’ are delivering (in this case premium wines) on a monthly basis to customers who subscribe, the consumer subscribes and has the wine selected by Nicholas Rebut, a reputable French sommelier. This business model could be adapted for many other types of western product; it is exciting and spontaneous for the Chinese consumer who trusts a specialist to select products they are less familiar with.

Benji specializes in digital marketing, e-commerce and social networking in China. He has lived in Shanghai for 5 years and is passionate about finding digital solutions for western firms looking to enter the Chinese market. For more information see his website and blog here: http://seoagencychina.com/

30 November, 2015

Teaching All Staff to Contribute to Solid SEO


Most businesses aren’t fluent in the “language of SEO and HTML” and, quite frankly, unless they’re in the Internet marketing industry, there’s no need for them to be. However, because driving traffic to your website is so critical, it is important that you—and your staff members—know some simple things that you should be doing on a regular basis to ensure that people are finding your site, learning about what you have to offer, and making positive and proactive purchase decisions.

Even if you’re outsourcing your website development and SEO work to a vendor, it’s still important that you understand the basics. Main Street ROI has organized some key SEO tips into four easy to remember categories: Research, Relevance, Reputation and Revenue. Let’s take a look at some of the top items in each category that can help your staff ensure that your efforts are serving you well.

Research
The first step in effective SEO is understanding the word and phrases that your target audience is likely using when they’re searching for businesses like yours. SEO can be “scary” for some but it’s really a very basic, very intuitive process. Here’s what you need to do:
Brainstorm the words and phrases you think people are likely to be using
  •         Find out what the real search volume is for these words and phrases using a (free) tool like Google’s AdWords planner.
  •         Check out what your competition is up to by looking at their title tags, and keywords. You’ll find some great tips for doing that here.
  •          Organize your keywords into categories.
  •          Prioritize your keywords based on search volume and your own goals and objectives.
  •          Test your keywords with pay-per-click (PPC) to see if they work.

It’s not a difficult process but, yes, it does take time. It’s important that you set aside the time to think carefully about your audience, and your competition, as you determine which keywords are likely to perform best for you. Remember it’s about how they are likely to be searching for businesses like yours and not about the “buzzwords” that people on the inside tend to use.

Relevance
Once you’ve identified the keywords that are likely to work best for you, the next step is using those keywords on your website. You’ll want to make sure that your keywords are used throughout your website in a variety of places: title tags, meta description, body copy, headers, your URL and images.

Keeping your content up-to-date and refreshing it regularly can definitely help with SEO. One relatively easy way to do this, while keeping content top-of-mind is by adding a blog to your website. WordPress is a great tool to use here; get into the habit of updating your blog at least once a month (once a week is best).

Finally, create a Google+ local profile, verify your listing and make sure to incorporate your keyword into Google+. 

Reputation
Reputation in the world of online search is all about links—when other reputable Internet sites have links to your content that’s a signal that you have something of value to offer. The highest quality links come from trusted websites that have used “editorial discretion” in their selection of sites to link to. Try to get links from domains that are related to your business, that come from a wide range of other domains and that link to multiple places on your website—not just your homepage. Directories are a good starting point for attaining links. Submit your website to major national business directories, local directories and industry-specific directories.

Social media is a great way to get links back to your site. Consider which channels (e.g. Facebook, LinkedIn, Google+, Twitter, and others) make the most sense for you based on your target audience. Then develop a presence by creating an account, reaching out to potential followers and publishing content that is useful to that audience.

Revenue
When it comes to effective online marketing, generating revenue is what it’s all about. Once you’ve taken steps to get ranked in Google so that people can easily find you online, you need to make sure that those clicks turn into customers. That requires a combination of developing compelling copy that results in some desired action and carefully evaluating what’s happening online so you can continually improve your results.

When writing content focus on these seven key factors:
1.       Attention-getting headlines
2.       Customer-focused copy (it’s about them, not about you)
3.       Unique selling proposition (what makes you different, and better?)
4.       Irresistible offers
5.       A clear call-to-action (what do they need to do to buy your product?)
6.       Social proof (testimonials and endorsements)
7.       Credibility indicators

Track results through tools like Google Analytics, Google Webmaster Tools and Firefox RankChecker. Effective SEO is an ongoing process of continually trying new things, determining what works and making improvements on an ongoing basis. The beauty of online marketing is that it is so measurable. There’s no reason you shouldn’t be constantly discovering new ways to boost traffic, engagement and, ultimately, sales.

Finally, one important consideration: choose your Internet marketing vendors carefully. There are many out there; some are very good, some—unfortunately—are very bad. 

06 November, 2015

Managing Website SEO and User Experience

One generally comes through a common phrase when designing a website i.e. don’t focus on search engines while designing the website, instead the focus should be on delivering a great user experience. Very few people have a clear idea about the difference between the two. The general question that is raised is – can a good user experience as well as effective SEO strategy be implemented at the same time for the betterment of the website? Providing answer for it is difficult for any one as there is very thick line between both of these essential qualities a website must equipped with.
The answer for the question is – YES, but there are some restrictions which have to be taken care of. The website’s navigation should be proper so that users can easily navigate within the website and it becomes easy for them to locate what they are looking for. The most importantly, we should try that they keep coming back repeatedly. A website when provide more and more comfort to its users became their favourite as it ease their task of decision making.
Here I am sharing 4 Best ways to balance SEO and User Experience what we are applying with our CloudBooks  and getting positive response.
  1. Avoid Repetitive Use of Keywords
Using a keyword is important in order to increase the ranking of a website in the search results algorithm. But be careful, the Google search algorithm is tough enough to detect that the keywords are being stuffed or being used in a natural way. Google’s updates such as Panda and Penguin always have an eye on website quality and penalize websites that do not adhere to their guidelines and use irrelevant keywords in order to rank better.
The best alternative option can be to use it in title tags, ALT tags of the images, and defining URL related to the keyword being used. Having keywords 2-3 times in a natural way makes sense. This let Google assume that the content is focused on the keyword which is being stressed 2-3 times and thus helps to boost ranking for search terms related to that keyword.
  1. Updating Website at regular Interval
Changing a website from scratch at regular interval is not possible, but one can regularly publish new articles or update the existing ones so that the website keeps on indexing at regular interval in search engines. Initiating regular research work on what the audience is looking for and then catering their requirements through the website content can be a lot beneficial. Giving new information about the service or product provide a good reason for the users to keep coming back and checking the latest offerings and updates.
  1. Simplify Navigation
Users generally land on a website page to find solutions to their problems and get their requirements at ease. If they don’t find it, they can move to another website. Therefore, navigation becomes important in order to serve the audience in a proper way.  One should study and understand the requirements of the audience and then use that information to ease the navigation process. The title of the path should be clear so that users have a clear understanding about the page they are going to. Studies have shown that sometime highlighting or changing the font of navigation link helps in more purchase and increase in the conversion rate of the website.
  1. Incorporate Responsive Designing
Google and other search engines have realised the importance of having mobile friendly website and have considered it as a ranking factor in mobile and other devices search results. Website optimized for mobile now directly has the impact on search presence. Responsive designing have been the best solution for most of professional IT firms as it adapts itself on desktops, laptops tablets and phones. This also eases the way website adapts itself to certain changes in devices and provides the comfort of navigation on any of them.

There are several other ways by which one can keep a balance between user experience and SEO, the only thing one should focus is giving comfort to visitors so that they enjoy navigating the website and love to visit it in future. These 2 are very important features for any website and cannot be neglected at any cost. The only thing is it have to be incorporated in best possible way so as to yield good profitable result.


Author Bio : Monesh Shrivastava is content marketing manager at CloudBooks. He holds a Bachelor degree MBA in marketing from TMU, Moradabad. He loves to read & write about, SEO, Social Media, and Small business.

31 October, 2015

10 tips for success on social media in China

The Chinese are addicted to social media with netizens spending on average 25 hours per week on social networks. Up to 400 million people in China are using social networks presenting a huge opportunity for marketers.

Many are wondering how to break into the Chinese market by using social media so here is some advice on how to optimize the success of your social media campaign.

Build your own knowledge
In order to be successful on social in China, you have to be aware of all the social media that exists and understand how these networks operate, can be utilized and are influencing the Chinese market.

Social media targeting
Each different social media platform in China attract different types of target audiences and operates in unique ways. WeChat can be compared to WhatsApp, QQ can be compared to Skype, Weibo is a micro-blogging site and may be seen as the Chinese equivalent of Facebook or Twitter.

These platforms are also unique and tailoring a marketing campaign for each platform and different user demographic is key.

Be active
It is essential to be really active on the social media platforms. The Chinese greatly appreciate direct interaction and in such a crowded market place active engagement and fresh content are a necessity. You have to be aware of all the new functions and the new trends emerging on social media.

What is your identity on social media?
You have to think about your brand identity and what you are trying to communicate on social networks, ensure you have a coherent style and stand out from the crowd.

E reputation
Build the e reputation of your company and ensure your brand has a positive image. Managing your reputation on social media should also be combined with community management on Chinese forums as these are a key source of information in the mysterious orient. You have to think carefully of what kind of image you want to create.

Understand your consumer’s expectations
Chinese consumers tend to be more “digital” than in other countries. They are really active online and aware of mobile technologies. What is interesting to point out is that Chinese users will usually create whole series of different social media accounts and be active on a range of different platforms, thus it is important to market effectively on a range of Chinese social media.

Optimize the content
Your style of writing, what are you expressing? your choice of words…Before uploading content one has to think carefully. The goal is to succeed by emotionally and intellectually engaging consumers through language, imagery, video and other relevant content.

Use Co-Branding
In order to increase your social reputation significantly, it can be vital to be partner with another company (particularly and established Chinese entity) in order to raise your reputation and to win a larger market share.

Understand your competition
It is essential to understand how your own market is going on the Chinese social Medias.
You can check how the others competitors communicate on their social medias and how do they proceed. This may give you an idea of what it does works and what it doesn’t works.

Use the key opinion leader
KOL’s can be really useful to optimize your social media campaign. They already have a large number of followers and are well known and reputable online. By recruiting a KOL to represent your brand you can reach thousands if not millions of potential Chinese consumers.

Benji is a social media specialist based in Shanghai, China. He is passionate about finding digital solutions for western firms looking to enter China. For more information see his blog/website here.

18 September, 2015

WeChat and social media in China


Social media in China is a unique proposition; due to state censorship the traditional social networks that we know in the west have not been able to establish themselves here. As a result social networks in China are mostly domestic, home grown platforms that are catering for the Chinese market in a unique and specialized way.

WeChat is now the most important platform for marketers and businesses to be engaged with in China. It is the number one social networking platform with over 500 million users. There has been a social networking revolution in China with more people than any other nation on the planet now using social media.

The Chinese are incredibly active on platforms such as WeChat. Chinese internet users spend about 40% of their 25 hours/week online on social networks’. More time on social networks leads to more exposure to content and a higher number of interactions. The Chinese are avid consumers so knowing how to market yourself on social media, particularly WeChat is of paramount importance.

WeChat is a fully integrated platform which serves as an instant messaging service (written, videos or sound bites), a wallet (it is linked to Alipay), and now a taxi ordering application.
Here is some top advice for western brands looking to market themselves on WeChat:

1) Create an official subscription account.

Users can follow subscription accounts to receive updates and content that you post. On WeChat users can only see posts by those they are following so it is vital to build a following; your marketing endeavors will inevitably fail otherwise. Consumers appreciate discounts and promotions that are offered exclusively to subscribers, the Chinese like unique offers so provide these as an incentive to increase your following.

2) Utiize the Key Opinion Leader (KOL)

The KOL is an interesting phenomenon in China, these are personalities whom already have a large following on WeChat. They are considered 'experts' on particular subjects. You need to find the KOL that is relevant to your brand and seek to recruit them to post positive content on behalf of your company. You can access thousands if not millions of potential consumers in this way. Users are very influenced by the KOL's thoughts and opinions.

3) QR Codes

QR Codes have exploded in Asia, they are much more popular than in the west. Ensure that in all your advertising there are QR codes prominently embedded so that users can easily scan them, this will then directly link them to your WeChat account. This is an effective way of linking your online marketing with offline marketing, QR codes are often now included on physical products such as Starbucks coffee cups or bottles of water in China.

4) The Chinese are strongly influenced by their social circle

Engage with consumers, you will need to translate your posts and content into mandarin, but people will really appreciate direct communication. Users like to feel involved with and part of a brand. The key is that Chinese consumers are strongly influenced by their immediate social circle, they often turn to social media for information because they increasingly distrust traditional media sources. It is therefore vital that you are engaging with consumers and their social circle, create promotional offers that the whole family can benefit from. The Chinese place real trust in other users comments and experiences regarding a brand so cultivate relationships with consumers in order to influence others.

5) Create interesting, shareable content

There is a high degree of legitimacy in what other users post. Chinese consumers look to share interesting content. The Chinese particularly love video animations or humorous clips, associating your brand with this type of content is key. What a user shares amongst their network can have a profound effect. A certain style of cartoon animal graphics are very popular in the middle kingdom currently.

6) Do not neglect Weibo

Weibo (akin to Twitter) is China's second largest social network with 400 million users. It is a micro-blogging platform that is more 'open' than WeChat. Users can see posts from anyone, even if they are not connected. Lots of Chinese internet users will be on multiple platforms so cross promotion is key. You can embed WeChat QR codes into content posted on Weibo to increase your following.

With over 500 million users increasingly relying on WeChat for their information it is important to be seen on this platform, if not you are largely invisible in China.

Benji is a digital marketing specialist at Gentlemen Agency. He is passionate about social media, e-commerce and digital solutions for western firms operating in China. 

26 August, 2015

What are the Most in Demand Digital Marketing Skills?


In the era of start-ups and entrepreneurs, digital marketing is one core solution that every marketer needs for a better performance of their organization. If you are one of those associated with a start-up or in any organization and are in the line of digital marketing, then are a specific set of skills that can help you improve your stand in the world of digital marketing. Here we discuss what are the most in demand skills required for a digital marketer and some other information associated with it.

Who is a digital marketer? The one who has the ability to understand the nuances of the new web paradigms and how they interact. It is about knowing every digital channel and their operations and interactions. So if you had a myth, that digital marketing limits itself to social media, then you got to understand that as a person associated with digital marketing, you should have in-depth knowledge about a lot of different areas that compile to make one known as digital marketing.


So, what skills make you a better digital marketer? Here is a list of some of the most in demand skills in the field of digital marketing. 

Analytics

Analysing web behavior is the first of the many tasks digital marketing has. Analytical marketers are supposed to leverage web behavior, device engagement, purchase history, and grow traffic and leads. Someone with a bent towards data analysis is considered as a hot commodity in this section.

Social Media

Social Media Marketing, an important part of digital marketing requires a digital marketer to have an understanding of different platforms and improve social strategies to add new networks. Staying on the edge help creating a trend that is a lot beneficial than following one.

Visualizing Data

It is a fact that the visuals are more shareable and increase traffic on the website. Digitals marketers are supposed to create interesting and unique visual content that drives more traffic to their website. The images that they create should excite people to share.

Copywriting

Content is and remains the king of digital marketing. So someone who can write interesting and engaging content can see a bright future in the field of digital marketing.

Technical Skills

The earlier phase of digital marketing may not define as technical skills as a must criteria for this field, but today with everyday changing technologies a knowledge about the technical side acts as an added advantage. Today two out of four new hires are expected to have technical knowledge.

SEO

Another most important part of digital marketing, SEO makes a prominent part of digital marketing. After social media, SEO is the most sought after skill here. According to a research by Moz andFractl SEO makes about 16% of the total job listings in digital marketing.  

Mobile Marketing

The increasing trend of mobile internet is forcing the organizations to focus more on mobile marketing. In fact, in 2015 the access through mobile has witnessed significant increase. This demands more expertise in the area of mobile marketing.


Today, organizations and businesses are looking for professionals who can help them stand out from others especially in this field. Hence if you are thinking of making a career in digital marketing you have to be sure that your resume flaunts each of these skill to the employer.

Job Titles You Can Look For

There are a number of job titles that you can look for when you looking for a job in the field of digital marketing. The most common job titles in this field are:

·         Digital Marketing Manager
·         Marketing Manager
·         SEO Specialist
·         Social Media Manager
·         SEO Manager
·         Content Strategist
·         Content Developer
·         Digital Marketing Analyst

The following graph shows the 20 most common job titles:



You could create jobalerts for these titles if you are planning to be a part of digital marketing industry.

Some More about Digital Marketing

There is one thing constant about digital marketing that is it changes all the time. Hence, keeping an update about every change is a prime responsibility of a person associated with digital marketing. Some of the latest trends in the field of digital marketing are:

·         Digital Marketing is not about sales
·         This year, have an increased focus on mobile
·         Have a social media strategy that is interactive and exciting
·         Increase use of visuals

These trends may be trending at the moment, but you cannot be certain what rules the internet in the coming six months. The future for sure is bright for the ones who have the skills and determination to work. Communication skills and a good personality adds on to the skills required to become a digital marketing person.

Author Bio
Akansha Arora is a professional writer and blogger who loves to pen down her views on a number of topics that interest a reader. She writes keeping in mind the current scenarios and wishes to keep her readers well informed. You can follow her on google.com/+AkanshaArora2112