When foreign brands enter the China market, very often they find themselves low of awareness among Chinese people. People like to purchase products/services they are more familiar with, especially in China. However as the media landscape is quite different in China, how foreign brands run great online PR campaigns to establish reputation among the new audience? In the following, we will introduce the best way of building online reputation in China.
Firstly, foreign brands need to work on the content strategy. At least your company background, you offerings and your unique selling points need to be included in all the content. Remember there are too many players in China for customers to choose and you must tell them you are reliable and your offerings are unique.
Secondly, choices of media platforms. Different industries need different platforms to distribute content. There are many general platforms that can’t be avoided such as news, Q & A, we-media, blogs, forums, Zhihu, etc. These general platforms work well for both B2B and B2C businesses. The key targets are providing multiple touch points with customers and positive impression for them.
Lastly, frequency and quantity. It depends on the overall business target that brands have. You must embed certain target keywords to all the posts and articles so that consumers will find your information while they are searching. Yes, bringing SEO elements to online PR is a must for higher brand awareness. If your contents can’t be found on the first or second search result page of the media platforms, they will probably not make a big influence on target audience.
It’s quite different for new players in the China market to make a good online PR strategy as you have to combine the above. Contact DDC and we will support!