How to make the Chinese marketing strategy for study abroad sector? Imagine you have never done any marketing activities in China or your current marketing activities in China are low-performing. Let’s find out how to make it right. Following is a list of basic questions:
- Do you have a team to service your customers in China?
- What’s your unique selling point? Is it recognized by customers in China?
- What are your competitors’ unique selling points? Do you know their current strategy in China?
- What platforms do you want to establish presence on to engage Chinese customers and why?
Don’t rush into anything when determing the Chinese marketing strategy for study abroad sector
Don’t just determine the platforms and strategies just by common knowledge. For example, WeChat is the media platform with most Chinese users. However, it doesn’t necessarily mean you have to establish presence on it. If you are looking for more direct traffic, Baidu is clearly the answer. But to achieve great performance on Baidu, you need to build brand awareness. It’s not complicated in making the Chinese marketing strategy for study abroad sector. Just don’t just determine by common knowledge.
So don’t rush into anything otherwise you will spend more time correcting what you do. In our opinion, we recommend a 12-month plan for you to form a well-performing marketing activity.
As you can see in the model above. There are two stages in the 12-month plan.
- In Stage 1(Month 1-3), it’s necessary to form a solid strategy. Deep Digital China has the consulting services to help you with it.
- And in Stage 2 (Month 4-12), operate the media accounts determined in stage 1 and optimize performance dynamically.
- After 12-month activities, it’s time to create a new plan based on learnings from Stage1 and Stage 2 to improve the performance.
The Stage 1 is the key
You must do the following before you can make a solid strategy.
- Analyze the Chinese competitive landscape (to understand competitors’ digital marketing strategy including marketing platforms, key messages, tone and also feedback from customers etc.)
- Compare between your company and your competitors
It takes time however it’s worthy doing so. Imagine if you are working on the wrong direction, eventually you will achieve very little.
By the end of Stage 1, you must have the knowledge of following:
- Which platforms your competitors have established presence on and their content strategies
- Positioning (and priority) of each major Chinese media platform for yourself
- Proper budget allocation and target performance of each platform
Now that you have these in mind, you can then operate media accounts with the strategy from Stage 1. Whether it’s WeChat, Weibo or Baidu, you will make a good combination and make they work for you.
Deep Digital China specializes in study abroad sector and help recruit Chinese students. Come talk to us and find out more!