Increasing brand awareness is a critical part when you make marketing initiatives in China. But are Chinese familiar enough with your brand? Do they feel that ‘spark’ of connection every time they see your logo or hear your name?
If not, you have some work to do. You need to build brand awareness. And fast.
Why? Because if you’re not generating enough buzz around your brand, you’re not planting the ‘seeds’ you need for your company to grow.
Your customers may love your product, but it’s your brand that keeps them coming back.
And in the China market, your brand is the differentiator that allows you to cut through the noise.
So, how do you create a successful brand awareness campaign in China? In the last blog, we’ve illustrated the first 4 steps. This blog post lays the remaining 5 steps all down for you.
05 Do your SEO research on Baidu
SEO stands for search engine optimization. A well-optimized website will rank high on Baidu, making users more likely to visit it.
If you want to build brand awareness via Baidu SEO, you need to know what Chinese clients are looking for, and find the right keywords you should rank for your website .
SEO keyword research is essential to raise brand awareness and marketing efforts. By understanding what keywords Chinese are searching for, you can ensure that your brand appears in front of potential customers when they’re looking for products or services like yours. Pick your strategic keywords and start content marketing.
SEO is not only about doing keyword research for your website or blog. also covers technical aspects of your website, such as source code, layout,content and loading speed.They all impact your position on Baidu or any other search engine.
06 Use Chinese social media wisely
The great thing about social media is that they give you a well-functioning platform to broadcast your message. All you have to do is send the right message to the right people at the right time.
The right platform for your business is the platform where your customers are present. You don’t have to set up a Little Bred Book account if you know your demographic isn’t active on Little Bred Book. Similarly, you don’t have to spend time figuring out Zhihu Stories if no one is watching them.
Once you establish a platform you want to be active on, it’s time to get right to business.
Next, start with promoting your branded hashtag. A branded hashtag is a hashtag that is only used to relate to your products or company, for example, #adidas or #justdoit.
Spot the social media platforms where your audience is present
Analyze the sentiment around your company or product
Estimate the social media reach of your hashtag
Using these insights will let you tailor your future messages to the right audience. That will certainly boost your brand awareness as social media users will engage with your content. You should promote your products and services on the platforms your consumers are present.
07 Create shareable content
One of the best ways to get Chinese talking about your brand is to create interesting and informative articles and social media posts. If you can provide valuable information that helps solve a problem or answer a question, people will be more likely to share your content.
You can also include social sharing buttons on your blog, so it’s easy for readers to share your posts with their followers.
08 Implement remarketing campaigns to enhance brand awareness
Remarketing campaigns are paid marketing campaigns where your target audience has already visited your website but left before converting.
This is a pro approach to building brand awareness. What is the premise behind this technique? It’s easier to boost your awareness among the people who have already heard about your brand.
A remarketing campaign for brand awareness aims not to broadcast your message to new audiences but to strengthen your message among your existing potential client base.
It takes several touchpoints to convert a client, and a remarketing ad is a perfect one.
09 Measure brand awareness in the China market
Building brand awareness can’t happen without tracking your efforts. Measuring brand awareness can be tricky, but getting an accurate idea of how well your marketing efforts are paying off is important.
To efficiently measure awareness of your brand, you need to:
1, Pick tactics to measure brand awareness – You can increase brand visibility and awareness through various digital marketing areas, such as influencer marketing, brand advertising, SEO, content marketing, social media, brand partnership, etc. That’s why there is no one method for measuring awareness. By tracking brand awareness using multiple methods, you’ll get a more well-rounded picture of how your brand resonates with consumers. So first, set up your KIPs and choose tactics to measure them.
2, Track key metrics – We can track a lot of data, that’s for sure. What’s crucial, metrics should be related to your KPIs and marketing goals. For example, you can measure the volume of mentions. If this number is growing, it means that more and more people are talking about you, and you are reaching new target audiences.
3, Use brand awareness tools – You can use many useful tools for measuring and increasing brand awareness campaigns. You will need to use analytics, social listening, and SEO tools to track your efforts.
Conclusion
Why is brand awareness important in China? Because if no Chinese knows about your product or service, you will not make any money. It doesn’t matter how great your product or service is if no Chinese knows about it.
You need to make sure that Chinese are aware of your brand before they can become customers or clients.