5 Ways to Localize Digital Marketing in China

China as a country with 1.3 billion people moving fast forward into the information age features a big variety of communication channels. Consequently the Chinese media landscape is one of the richest in the world. It is characterized by a fast transformation from a stiff government owned structure into new business models, from traditional press into new media and innovative forms of news making.

At present, most of the traditional Chinese media outlets, such as newspapers, magazines and news agencies, are government owned and widely scattered. But there is a clear trend towards new business models which involve private investors. A reform plan recently announced by the government in line with the 12th Five-Year Plan, indicates that media will become more independent in the future and will have the chance to develop more freely.

Many traditional media outlets of today feature web platforms and have to battle with other online media competitors for the attention of Chinese Netizens. Hence, with this significant media trend, 5 ways to localize digital marketing in China are proposed as follows: 1. Build a Local Website Register a .cn domain for your website and consider using local Web-hosting providers in China. 2. Create content in local language, translating your English website into Chinese word by word is one method, but not the best way. Having content written in the local language and knowing the local slang can better engage users. 3. Leverage traffic from local search engines. When planning your search engine optimization (SEO) and paid search marketing for your Chinese website, take the local search engines Baidu, 360.cn (or So.com), and Sogou into consideration. For SEO, the major local search engines, such as Baidu SEO do provide tools. Make good use of the data provided by Baidu’s webmaster tools. And make use of 360’s webmaster tools for XML sitemap submission. 4. Run local keyword research. Users interact with search engines by submitting their intent by keywords or search terms. Use local keyword tools for keyword research and keyword suggestions. One keyword tool with great coverage is Baidu keyword suggestion tool and it’s available when you register a Baidu search marketing account. 5. Engage users through local social media marketing. Weibo was once the golden egg for social media and is an online broadcasting tool for outspoken users, even though its growth rate and active users have not been growing as fast as when the micro blog was first launched. Weibo is a great channel to reach the younger generation in China. Most of them are not financially capable yet, but will become the next generation of big spenders. Hence, Weibo marketing, as well as Wechat marketing, are considered as key methods of Chinese online marketing.