It is important for us to know the website, storefronts, and active uk phone number database social profiles – basically anywhere that brand has a presence online. That includes social profiles on Western platforms, WeChat and Weibo, for example, the main site as well as a site that may be specific for China.
a few different methods to see how accessible it is in China, if it even loads alright, if it is going to be easy to use for Chinese people, if it is translated nicely or not.
And also if there’s a business entity, a corporation that is in China already. It is not usually necessary to have one in China unless your company belongs to one of the more restricted industries, but it is helpful to have it and it does affect some of the options that we have available for marketing. For instance, the process of setting up a corporate WeChat official account will be different for Chinese and overseas entities.
Goal and Scope
China Marketing Plan - Goal and Scope
The next step is the goal and scope of what it is we want to do with the marketing in China. So, what is the goal for this project is going to be? A lot of times when we launch projects we don’t have that specific goal. For many clients we work with, the initial goal is just to get started, gain some quality feedback and start earning as much revenue as possible, without much consideration of how much would really be possible.
In other cases, we may have specific revenue targets, or a cost-per-lead target. Anything like that is useful to have.
When I talk to client contacts individually, I always ask them what their goal is. What is surprising is that many times people have different goals. I may ask three people and get three different goals, which isn’t a good thing really, so we want to discuss it and confirm with all the people that are involved.
As for the budget, we find a lot of people know their budget up-front, and a lot don’t. If the marketing agency like us doesn’t know the budget, and they have to come up with a plan, they will just assume the budget randomly, which may not be the best way of going about it.
The budget really changes the range and even the depth of the services that are included in the proposal.
For services, our company is usually providing full-service Chinese marketing and considering the big picture. However, in some cases, it may only be one thing. For example, it could be Weibo advertising, an influencer campaign or search marketing.
It is useful to know what analytics tools we’re gonna use to track the campaign, but that can be decided later as well (still before we start the campaign!). Most of the projects we work on use a combination of Google Analytics, Baidu Tongji and the analytics tool of particular platforms. However, there are clients that want to work with the tools they use internally, such as Matomo or Salesforce.
It is also important to know what other types of marketing is being done. We can take a look at Facebook or the English website, or LinkedIn ads, and get some inspiration about what type of marketing is working for the business abroad and may be extendible to China. Or may not. But it gives us some insights and inspiration.
Context
China Marketing Plan - How Does It Fit Other Efforts