Content Marketing

lzhao8
Member

Hello from a London-based marketer who's struggling with generating leads

Hello this is Lu. I'm working as a marketer for a boutique agency in China. I'm tasked with generating leads and actually signing on as clients, however, I'm not sure what I can do apart from what I'm already doing: regular content on social (LinkedIn), blog, newsletter, etc. Any thoughts?

0 Upvotes
10 Replies 10
JKing66
Participant

Hello from a London-based marketer who's struggling with generating leads

Hi Lu, 

How's your hunt for leads going? I read your post about generating new international business leads for your Chinese organisation. Could you specify what type of business leads you are trying to get because that is going to help you give an idea of how to properly tailor your content to attract those businesses.

Having lived in China for 7 years I know how very different the business culture can be, so it very important you highligt the unique strengths and opportunities your brand and organisation with provide for foreign companies looking to expand into the Chinese market.

If you haven't done so already you could try posting a short article, or better yet a video that goes over these differences. Feel free to reach out if you want to bounce around anymore ideas.

0 Upvotes
lzhao8
Member

Hello from a London-based marketer who's struggling with generating leads

Thanks for your insights! We're launching campaigns and hopefully that can
generate more direct leads. We're focusing on premium lifestyle brands that
look to succeed in China in the long run.
0 Upvotes
JKing66
Participant

Hello from a London-based marketer who's struggling with generating leads

That's a great area to be involved, with great potential. From my time living in China the demand for premium lifestyle brands was high and continuously growing especially amongst the middle class.

Some content ideas you can try are video reels on LinkedIn showcasing Chinese customers queuing up to get into premium stores or the large crowds of people in some of the trendiest shopping streets in big cities such as Shanghai, Beijing and Chongqing. This can extend to the Michelin star restaurants which are found all around China that are popular with the locals. Infographics could be posted showing the market growth and demand for luxury foreign brands in China as well to show the hard numbers and profit potential of penetrating into the Chinese market for different luxury brands too.

If those are things you are already doing, then try showing how it isn't so hard to get started in the Chinese market, especially through the great apps in China that makes doing business so much easier such as Taobao, JD, and even WeChat's business accounts and channel.
Hope some of that has helped.

0 Upvotes
lzhao8
Member

Hello from a London-based marketer who's struggling with generating leads

Thanks a lot very helpful!

0 Upvotes
Ocean_Lily
Participant

Hello from a London-based marketer who's struggling with generating leads

Hey Lu,

 

It sounds like you're already doing all the right things, so perhaps it's less about doing more things and more about A/B testing what you're doing and changing how you're doing it. Attaching sales targets to organic channels is likely going to become a bigger thing in companies, not sure how great an idea it is, but the crux of organic is to create content, in the context of a particular medium and channel, that the audience of that channel will resonate with and engage with. The way to do that is learn more about your audience, their pain points and needs and then develop strategies that address those. Then it's test, test, test. Get data and analyse what works and what doesn't until you can hone in on the golden formula for your boutique agency.

 

Do you have a brand? Branding is a lot of effort if you're starting from scratch, I'm in the same boat, but having a good brand (visual and messaging) can really increase your company's attractiveness.  Building trust is really important. You need to create content types that inform, build trust, and show a consistent brand messaging moving down the funnel. Using the idea that at the top of the funnel your reader is only browsing for information, and you need to nurture your audience down the funnel with more directed content until they're ready to buy, then you need to close or pass to sales to close as an MQL. This is where community engagement comes in, tracking your audience touchpoints through the funnel. 

 

None of these are fast answers that will give fast results, I'm afraid. If there is a fast answer for a fast return, I don't know it. It's investigating, grinding and testing. 

 

Good luck!

 

 

lzhao8
Member

Hello from a London-based marketer who's struggling with generating leads

Hi Lily,
Thanks for your reply! I think that's the way to do it, I'm planning to review the channels and performances with my team every month and see how to adjust. Hopefully we can get there! 

OshapiB
Contributor

Hello from a London-based marketer who's struggling with generating leads

Hello Lu,

How are you doing today? I read your post about your struggle with
marketing a boutique agency in China, I was once in the same position when
I handled a content project for a client in my case I was responsible for
just one social channel which gave me more room to create asset to promote
as different time.

I believe you could join as many related groups, and channels as possible
and reach out to influence in that niche, I do know LinkedIn may be
difficult to directly e-commerce products as Linkedin is more
business-centric, however since you are tasked with this putting more
effort on all promotion aspect of the business and measuring the outcome
over a period of time would give you a headway.

I think in your case you have more social channels to promote your blog you
will have to create out time to produce assets to promote in different
channels.

I wish you the best as you succeed in your project.
lzhao8
Member

Hello from a London-based marketer who's struggling with generating leads

Thanks! We're not targeting companies in China or selling goods but more like consulting services to international companies who want to grow in China. Regardless thanks for your reply and thoughts!

0 Upvotes
Jigar_Thakker
Key Advisor | Diamond Partner
Key Advisor | Diamond Partner

Hello from a London-based marketer who's struggling with generating leads

Hi @lzhao8,

It sounds like you’re already implementing solid foundational strategies. Additionally, try tailoring your content to the Chinese market. Encourage existing clients or contacts to refer potential clients and offer incentives for successful referrals. Collaborate with complementary businesses to co-host events or share leads. Use HubSpot’s lead scoring to prioritize high-quality leads and segment your audience for personalized outreach.

 

Here's a guide that would help you in this process: https://blog.hubspot.com/marketing/beginner-inbound-lead-generation-guide-ht

 

Let me know if you’d like additional guidance or have further questions! If this helps, feel free to mark it as the solution ✔️ and give it an upvote 👍 !

lzhao8
Member

Hello from a London-based marketer who's struggling with generating leads

That's a great resource, thanks for sharing Jigar! I'll start to watch next week. 

0 Upvotes