- \n
- Explain to you in detail \u201cWhat is Lead Generation<\/a>?\u201d<\/li>\n
- Tell you how it works<\/a><\/li>\n
- And what solutions<\/a> you can use to develop your Leads<\/li>\n<\/ol>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/business-millenials.jpg\")
<\/p>\nStep 1: What is Lead Generation?<\/strong><\/span><\/h2>\n
A couple of years ago, if they wanted to buy something, buyers were expecting to talk with a salesman, and as for him, he was expecting to speak with one more uneducated early stage buyers not qualified to talk about the product itself.<\/p>\n
But everything changed.<\/strong><\/p>\n
Nowadays, any buyers can do online research and find a variety of information and resources through search engines, social media, and other channels. From now, buyers can be as knowledgeable as a salesman about a product or service even before talking to a salesperson.<\/p>\n
And it\u2019s even more true for China. A country composed of +800 million daily internet users. A country where trust is ruling any commercial relationship. A country where its netizens don\u2019t trust corporate communication but are ready to spend months to search for online information concerning a brand or a product.<\/p>\n
Even among media, companies used to buy an ad in a magazine or on TV, but it\u2019s not as efficient as it used to be. The environment is too noisy and the market so crowded that trying to \u201crent\u201d clients\u2019 attention is becoming less effective. Even while watching TV, most of the peoples just change the channel or use this ad time to do their own things.<\/p>\n
Instead of renting attention, marketers try now to own it<\/strong> while becoming trusted advisors, by publishing valuable content and through direct leadership actions.<\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/trust-1.jpg\")
<\/p>\nThe world has been growing with the internet since 1950, to reach a state of information abundance. But the problem is that the more information people find, the less they pay attention to it.<\/p>\n
For example, if tomorrow they\u2019re playing your favourite movie on Tv, you\u2019ll probably be happy to watch it. If they play it twice, you may find it surprising but why not, it\u2019s still your favorite movie and you\u2019re a big fan. But if they start playing it every day, I\u2019m pretty sure you\u2019ll get bored and stop paying attention to it at all.<\/p>\n
With the abundance of information, it\u2019s the same. It turned out to be a noisy environment full of brands spreading their ads, meanwhile, the consumers turned out to be professional at ignoring the messages. In fact, they don\u2019t want to hear anymore but rather do research on their own.<\/p>\n
As said Eric Schmidt, chairman at Google: \u201cthere were 5 Exabytes of information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing\u201d.<\/em><\/strong><\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/eric-schmitd-ceo-google.jpg\")
<\/p>\nThe buying process has changed a lot, and both companies and marketers have to do something about it. They have to find a new way to reach buyers. Spending time and money in mass advertising and mailing campaigns is not worth it anymore. It\u2019s better to focus on being found and learn how to build strong relationships with buyers.<\/p>\n
That\u2019s the purpose of Lead Generation. It\u2019s a marketing process which is stimulating and capturing interest in order to develop a sales pipeline.<\/em><\/strong><\/p>\n
This methodology mostly goes through digital channels and the process has been improved a lot thanks to the rise of new online and social techniques.<\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/Lead-Generation-marketing-evolution.png\")
<\/p>\nStep 2: How does it work?<\/strong><\/h2>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/process.jpg\")
<\/p>\nNowadays, more and more companies increase their budget to lead generation tactics. Particularly in Inbound Marketing, the banner of Lead Generation, a creative way to break through the noise and get the client\u2019s attention. Probably the main technique used to get new Leads. It consists in attracting new clients through relevant content.<\/p>\n
Where do companies invest their budget to develop Leads Generation? <\/strong><\/p>\n
- \n
- Website optimization<\/li>\n
- Social Media<\/li>\n
- Content Marketing<\/li>\n
- Email Marketing<\/li>\n
- Mobile & Marketing technology<\/li>\n<\/ul>\n
Many companies are expert in Website development, SEO, content creation etc. But they\u2019re expert in their local countries. And if you expect to drag new leads from China, you\u2019ll have to consider the following points.<\/p>\n
- \n
- China is a country operating with a closed communication system, meaning that they do not have access to our occidental media: Google, Facebook, Instagram, and others.<\/li>\n
- For Chinese people, building trust relationships is a must-do before any commercial transaction. If they don\u2019t know you, they won\u2019t buy your products or services. And in that case, advertisement is not a solution.<\/li>\n
- Chinese people will check all the information available to be sure that you\u2019re not a scam, but also that your products are high quality and trustworthy.<\/li>\n<\/ul>\n
To get new leads in China, you\u2019ll have to work on two main steps.<\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/giphy-4.gif\")
<\/p>\nBeing visible.<\/strong><\/h2>\n
- \n
- Develop a new website <\/strong><\/li>\n<\/ul>\n
It needs to be in Chinese (yes, it\u2019s still their mother tongue), with a Chinese domain name. Plus, we recommend you to adapt your website features to the local market. Due to cultural differences, their design is usually different than ours. Use Chinese servers as well to optimize the loading speed.<\/p>\n
- \n
- Open a Weibo account<\/strong><\/li>\n<\/ul>\n
It\u2019s like the Chinese Twitter. The most popular social media in China, it\u2019s also an excellent platform to develop a KOL strategy. If you plan to target a large audience and engage with your customers, Weibo is a must-do.<\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/07\/weibo-post.png\")
<\/p>\nOnce you gave them the opportunity to know more about your company\/brand, you\u2019ll have to attract them. And if you want to follow the Inbound Marketing principle, consisting in attracting clients without your company looking for them, you\u2019ll have to develop your reputation.<\/p>\n
Thousands of brands are coming to China every day. And having a nice ad and foreign brand name won\u2019t be enough. In China, people use to buy the most reliable products. And for them, it goes through the brand\u2019s fame.<\/p>\n
<\/p>\n
Develop your reputation in China.<\/strong><\/h3>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/50-cent-curtis-jackson-elite-daily.jpg\")
<\/p>\n- \n
- WeChat<\/strong><\/li>\n<\/ul>\n
WeChat<\/a> is like the Chinese Facebook. Everybody uses it in China. A great messenger APP that also gets a \u201cmoment\u201d system allowing people to share content (messages, pictures, videos) and personal feedback. Through this app, people use \u201cWeChat groups\u201d to communicate solutions about their problems and therefore recommending brands or products. Not very efficient for direct advertisement but a super tool for community management and building engagement. You can also create your own groups through the APP.<\/p>\n
- \n
- Douyin:<\/strong><\/li>\n<\/ul>\n
A short video sharing app<\/a> growing very fast among young generations. It\u2019s the perfect app to generate content and spread it to a wild audience. More intuitive and fun than WeChat and Weibo, this app is also an amazing tool for KOL.<\/p>\n
- \n
- Baidu: The Chinese Google<\/strong><\/li>\n<\/ul>\n
Having a Chinese website is good, but not enough. They don\u2019t trust companies\u2026 Regardless of what they want to buy, Chinese people will check for information on Baidu. They\u2019ll search for information about the product or the brand. It can be reviews, comments about something specific, forums, or general research to solve a problem they may have.<\/p>\n
<\/p>\n
Two steps to get leads generations in China that could be resumed with the following sales & marketing funnel:<\/em><\/p>\n
- \n
- Top of the Funnel (TOFU):<\/li>\n<\/ul>\n
It\u2019s when you\u2019re using different techniques to start building trust with your potential customers. As targeting quality leads, you\u2019ll have to develop your visibility just to make leads comfortable enough with your company. But at this stage, it doesn\u2019t mean the lead will be mature enough to buy your product. It\u2019s also too early to engage with him. Otherwise, you may end up being ignored or to see your client snatched up by your competitors.<\/p>\n
- \n
- Middle of the Funnel (MOFU)<\/li>\n<\/ul>\n
To avoid any inconvenience, we recommend you to use MOFU techniques and build strong relationships with your Leads. Develop your reputation through Chinese social media, use KOL, get articles and forums to talk about you. Try to engage with your potential customers through interesting and relevant content. Make sure that you have a good process to turn leads into sales.<\/p>\n
Including these both steps in your marketing strategy is the best way for you to turn leads into sales in China.<\/p>\n
The higher the quality of your leads, the easier they\u2019ll be converted.<\/em><\/strong><\/p>\n
<\/p>\n
What about the challenges?<\/strong><\/h3>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/atlas-holding-the-world-mythology-artwork-hd-wallpaper-728x455-700x437.jpg\")
<\/p>\nIt\u2019s important to notice that quality Lead Generation is not something easy to do\u2026 it could even be one of the biggest challenges faces by marketers and organizations. Indeed, the lack of quality data, time, budget, knowledge about the market or cultural behavior, or any other type of resources can have bad repercussions on Leads.<\/p>\n
A couple of years ago, a slippers company wanted to establish itself in China. They decided to act as fast as possible and invested directly $3 million in advertising, KOL, PR, and an E-commerce platform. The problem is that they were not visible, and they didn\u2019t take the time to build a strong reputation\u2026 As a result, they only made $80K in turnover and lost everything.<\/p>\n
We can\u2019t blame them. It\u2019s not their fault, they followed bad not advised and didn\u2019t build their reputation step by step, as we suggest.<\/p>\n
But let\u2019s learn from it.<\/p>\n
<\/p>\n
Step 3. Different solutions.<\/strong><\/h2>\n
Regardless of the technical steps to manage to get new leads in your system, here is a couple of success factors<\/a> working in China.<\/p>\n
- \n
- Develop an amazing content<\/strong><\/li>\n<\/ul>\n
Having good content is essential. And it must really be proficient in order to stand out. You have to determine what is quality content in China and get as close to it as possible. It can be viral content such as photos, videos, graphics, gifs, etc. But keep in mind that the Chinese are very demanding. They expect top quality.<\/p>\n
And if you can manage to develop some storytelling about your brand or company, it will always be welcome. It gives the little touch of emotions that everybody feels concerned about.<\/p>\n
- \n
- Good landing pages<\/strong><\/li>\n<\/ul>\n
We briefly talk about it before. But an efficient landing page will be extremely important if you want to give a good first impression of your company.<\/p>\n
The design must be clear and tidy, but also professional and smooth.<\/p>\n
The loading of your pages must be quick, so you\u2019d better use a Chinese server. Otherwise, your potential clients may run away.<\/p>\n
- \n
- Online ads<\/strong><\/li>\n<\/ul>\n
There are thousands of brands spending money on banner ads and Pay Per Click method. It\u2019s very good to use them, but you\u2019ll have to handle them as well: know when to start and when to stop.<\/p>\n
Like with salt on your chips, too little and you don\u2019t feel anything, too much and you can\u2019t eat it.<\/p>\n
- \n
- Branding<\/strong><\/li>\n<\/ul>\n
Extremely important in China, it will allow you to build a strong brand image and good reputation. If you perform good in branding, you can expect to keep your price up, cause your products will correspond to a trusted brand. In China, being trusted is the jackpot.<\/p>\n
Your reputation is your best ROI. Good branding will bring you many leads.<\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/11\/jackpot.jpg\")
<\/p>\n- \n
- SEO<\/strong><\/li>\n<\/ul>\n
Search Engine Optimization is also an excellent way to generate leads. It will allow you to be first ranked on the Chinese browsers Baidu. But you have to make up good content for your Website, your articles must be nicely written with good titles. You have to provide backlinks to increase your information\u2019s credibility.<\/p>\n
The higher the trust rank of your website, the more readers will trust you.<\/p>\n
- \n
- WeChat Lead Nurturing<\/strong><\/li>\n<\/ul>\n
Very important in B2B. It will allow you to keep in touch with your potential clients. And this network will enable you to provide newsletters, e-brochure or interesting articles to them.<\/p>\n
<\/p>\n
<\/p>\n
For any information about leads generation in China, feel free to contact us.<\/p>\n
<\/p>\n
If interested to do business in China, you can also check on:<\/p>\n
- \n
- Guide for Cross-Border E-commerce in China<\/a><\/li>\n
- Guide to export meat in China<\/a><\/li>\n
- Guide to sell products online<\/a><\/li>\n<\/ul>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/07\/GMA-Marketing-Agency-China.jpg\")
<\/p>\nWe are GMA<\/strong><\/h2>\n
- \n
- Digital Marketing Expert in China<\/li>\n
- Deep knowledge of the Chinese market<\/li>\n
- We know your customers’ behavior<\/li>\n
- 30min Free call<\/li>\n
- Cost-effective marketing plan for SME<\/li>\n<\/ul>\n
<\/p>\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/07\/GMA-Brand-Awareness-Agency.jpg\")
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/06\/GMA-lead-generation-China-Agency.jpg\")
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2019\/01\/GMA-advertising-Agency-China.jpg\")
<\/p>\n","protected":false},"excerpt":{"rendered":"Imagine having a business and clients coming by themselves buying your products or services. It would be awesome, isn\u2019t it? No need to do the endless emailing campaigns or cold call sessions. Time-saving, cost-saving. It sounds like a dream\u2026 In this article, we\u2019ll detail for you the power of Lead Generation and how to get […]<\/p>\n","protected":false},"author":4,"featured_media":53245,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10,14],"tags":[],"class_list":["post-53235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-china","category-business-china"],"acf":[],"_links":{"self":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/53235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/comments?post=53235"}],"version-history":[{"count":3,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/53235\/revisions"}],"predecessor-version":[{"id":63104,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/53235\/revisions\/63104"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media\/53245"}],"wp:attachment":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media?parent=53235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/categories?post=53235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/tags?post=53235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Guide to export meat in China<\/a><\/li>\n
- Guide for Cross-Border E-commerce in China<\/a><\/li>\n
- WeChat Lead Nurturing<\/strong><\/li>\n<\/ul>\n
- SEO<\/strong><\/li>\n<\/ul>\n
- Branding<\/strong><\/li>\n<\/ul>\n
- Online ads<\/strong><\/li>\n<\/ul>\n
- Good landing pages<\/strong><\/li>\n<\/ul>\n
- Develop an amazing content<\/strong><\/li>\n<\/ul>\n
- Middle of the Funnel (MOFU)<\/li>\n<\/ul>\n
- Top of the Funnel (TOFU):<\/li>\n<\/ul>\n
- Baidu: The Chinese Google<\/strong><\/li>\n<\/ul>\n
- Douyin:<\/strong><\/li>\n<\/ul>\n
- WeChat<\/strong><\/li>\n<\/ul>\n
- Open a Weibo account<\/strong><\/li>\n<\/ul>\n
- Develop a new website <\/strong><\/li>\n<\/ul>\n
- Tell you how it works<\/a><\/li>\n