WeChat is the primary mode of contact for Chinese people and businesses. Hence, in a China B2B marketing strategy, Weibo would be at the top of the funnel, as it helps companies spread visibility among new users based on interest groups.
The categorization will help B2B companies to get a connection with other related companies and the target groups of B2B clients. Once the account is verified, Weibo classifies the brand profile into relevant categories. Weibo also has a vibrant business community and most brands have an official account. As it is more ‘open’ than WeChat, the micro-blogging platform has become an important place to share company updates with the greater community.įurthermore, Weibo allows businesses to ‘verify’ their accounts, which has many benefits to B2B marketing in China. With around 500 million monthly active users, Weibo is often compared to Twitter, because it is an open platform that allows users to browse short messages and news bits. As a result, the information displayed on Zhihu is more influential when B2B clients are making decisions. It also has a friendly atmosphere, making the contents in Zhihu widely recognized and trusted. Zhihu’s expertise and depth of topics overpower other social media platforms in China. That way, readers can be sure that the answers are coming from a reliable source in the industry. Employees of a business can set up their own Zhihu account which includes their position in the company, and share company content. Zhihu supports long essay-like answers to questions, similar to any content that a business might be creating as a part of their content marketing strategy. B2B companies in China can leverage Zhihu by answering questions in their industry. Zhihu has very high rankings on search engines, bringing a Baidu marketing strategy full-circle. Zhihu is a social question-and-answer website often compared to Quora. Baidu tends to prefer its own pages (Baidu Zhidao, Baidu Baike) over brand websites, therefore to outrank competitors B2B companies in China can post content on these Baidu platforms.
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Companies that looking for a free solution to Baidu’s can apply for Baidu Webmaster Tools, which will keep track of the web pages that are being indexed.īrands should be aware, the quality of Baidu’s PPC is not guaranteed. Baidu’s SEM services are especially beneficial to companies that have their own official websites. A Baidu’s pay-per-click (PPC) advertising campaign is a vital way to generate leads. It is often the first stop for B2B clients in China to find suitable suppliers, and therefore companies should craft a plan for Baidu search engine optimization (SEO) and search engine marketing (SEM).īaidu provides SEM services to let companies’ information become more accessible to potential clients. In 2019, Baidu took 61% search engine market share in China. However, there are many differences between Baidu and Google that prevent a B2B marketing strategy from another country to easily transfer to China.
Aside from choosing the right B2B e-commerce platform, brands need to choose the right B2B marketing platforms in China.Īs the top search engine in China, Baidu is to China what Google is to the rest of the world. The market size of cross-border B2B e-commerce in China was nearly 3 trillion in size in 2019 according to iiMedia, and is estimated to reach 13 trillion by 2025. As a supplier, and now increasingly as a consumer, China is crucial to any global B2B business plan.
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