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Overseas online sales strategy for Chinese Brands

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In this presentation for Chinese brands Oxygen 2.0 highlights how to use inbound marketing best practices in tandem with Western social media channels such as Facebook, Twitter, LinkedIn, Pinterest etc. to increase website traffic, increase sales qualified leads, increase customer acquisition, increase market share and increase revenue

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Overseas online sales strategy for Chinese Brands

  1. 1. Overseas Online Sales Strategy for Chinese Brands Increase Sales Qualified Leads and Profitability with Inbound Marketing Presented by Gareth Jones Technical Director, Oxygen 2.0
  2. 2. 2 Executive Summary • In this presentation Oxygen 2.0 highlights how to use inbound marketing best practices in tandem with Western social media management to: – Increase website traffic – Increase sales qualified leads – Increase customer acquisition – Increase market share – Increase revenue Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  3. 3. 3 Agenda • Current Overseas Sales Practices • Overseas Sales The ‘Oxygen’ way • Inbound Marketing – Defining an Ideal Customer – Educating the Lead – Sharing the Educational Content – Closing and Turning Leads into Customers • Marketing Automation & HubSpot • About the Author Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  4. 4. 4 4 Current Overseas Sales Practices in China Let’s look at a typical sales process for a typical solar panel factory based in Shenzhen that is looking to sell to the UK… Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  5. 5. 5 Solar Panel Factory Lead Timeline Leads randomly selected from a CRM or generated using software Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  6. 6. 6 Solar Panel Factory Lead Timeline Leads randomly selected from a CRM or generated using software Email Email may or may not have been picked up and NOT personalised Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  7. 7. 7 Solar Panel Factory Lead Timeline Leads randomly selected from a CRM or generated using software Email Email may or may not have been picked up and NOT personalised Phone Call Calls made indiscriminately regardless of email pick up Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  8. 8. 8 Solar Panel Factory Lead Timeline Leads randomly selected from a CRM or generated using software High % of “Leads” Lost Email Email may or may not have been picked up and NOT personalised Phone Call Calls made indiscriminately regardless of email pick up Why? Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  9. 9. 9 Solar Panel Company Lead Timeline • So, what went wrong? Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  10. 10. 10 Solar Panel Company Lead Timeline • So, what went wrong? – No belief in or knowledge of the product Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  11. 11. 11 Solar Panel Company Lead Timeline • So, what went wrong? – No belief in or knowledge of the product – Many emails sent to useless “info@...” email addresses Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  12. 12. 12 Solar Panel Company Lead Timeline • So, what went wrong? – No belief in or knowledge of the product – Many emails sent to useless “info@...” email addresses – Could even be completely the wrong person- not the ideal customer Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  13. 13. 13 Solar Panel Company Lead Timeline • So, what went wrong? – No belief in or knowledge of the product – Many emails sent to useless “info@...” email addresses – Could even be completely the wrong person- not the ideal customer – No understanding of the leads’ needs Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  14. 14. 14 Solar Panel Company Lead Timeline • So, what went wrong? – No belief in or knowledge of the product – Many emails sent to useless “info@...” email addresses – Could even be completely the wrong person- not the ideal customer – No understanding of the leads’ needs – No rapport with the lead Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  15. 15. 15 Solar Panel Company Lead Timeline • So, what went wrong? – No belief in or knowledge of the product – Many emails sent to useless “info@...” email addresses – Could even be completely the wrong person- not the ideal customer – No understanding of the leads’ needs – No rapport with the lead – Lead not ready to buy Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  16. 16. 16 Typical Results of This Approach • A very poor lead: sale conversion ratio • Frustrated sales staff • Angry emails from leads for “spamming them” with sales material • High staff turnover due to poor sales and lack of belief • Pressure on management to deliver results using an ineffective process • Loss of revenue and decrease in market share Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  17. 17. 17 17 Overseas Sales – The Oxygen Way Oxygen uses inbound marketing best practices in tandem with Western social media management to accelerate traffic, drive leads and ultimately increase sales, market share and revenue for our clients Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  18. 18. 18 The Oxygen Way • Oxygen uses new and effective approach to online sales called “inbound marketing” that brings together: – Blogging – Social Media (Facebook, Twitter, LinkedIn, Pinterest etc.) – Content Creation & Sharing (eBooks, videos, checklists, Podcasts etc.) – SEO (Keyword analysis, analytics) – Email Marketing & Automation • This approach is proven to increase sales leads Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  19. 19. 19 19 Overseas Sales – Inbound Marketing Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  20. 20. 20 What is Inbound Marketing? • Inbound marketing is an online sales and marketing approach that: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  21. 21. 21 What is Inbound Marketing? • Inbound marketing is an online sales and marketing approach that: 1. Defines an ‘ideal customer’ Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  22. 22. 22 What is Inbound Marketing? • Inbound marketing is an online sales and marketing approach that: 1. Defines an ‘ideal customer’ 2. Creates educational content such as blogs, infographics, eBooks, whitepapers and checklists that solve that ideal customers unique problems Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  23. 23. 23 What is Inbound Marketing? • Inbound marketing is an online sales and marketing approach that: 1. Defines an ‘ideal customer’ 2. Creates educational content such as blogs, infographics, eBooks, whitepapers and checklists that solve that ideal customers unique problems 3. Shares that content in the places those ideal customers go depending on that ideal customers’ interests and problems Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  24. 24. 24 What is Inbound Marketing? • Inbound marketing is an online sales and marketing approach that: 1. Defines an ‘ideal customer’ 2. Creates educational content such as blogs, infographics, eBooks, whitepapers and checklists that solve that ideal customers unique problems 3. Shares that content in the places those ideal customers go depending on that ideal customers’ interests and problems 4. Attracts, converts & closes those ideal customers by giving content away in exchange for lead information Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  25. 25. 25 Defining an Ideal Customer • It is critical to any sales and marketing efforts that an ideal customer is defined first • An ideal customer should be one that: – Loves your products to the point they tell others about them – Is easy to communicate with – Makes large orders – Pays on time – …there are many criteria for this, it’s up to you to decide what’s relevant to your business! Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  26. 26. 26 Defining an Ideal Customer • Ideal Customers are created through research, surveys, and interviews of your target audience • You can gather information by: – Interviewing existing customers either in person, email or over the phone to discover their business problems and what they think of your product or service – Asking questions on social media as LinkedIn groups appropriate to your industry or product in order to canvas a wider opinion outside of your existing customer base Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  27. 27. 27 Defining an Ideal Customer • Focus on: – Background (Job, Family) – Demographics (Sex, Age, Income, Location) – Identifiers (Communication Preferences, Personality) – Goals (Primary, Secondary, Tertiary) – Challenges (Primary, Secondary, Tertiary) Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  28. 28. 28 Defining an Ideal Customer • Focus on: – What can We do? (…to help the customer achieve the goal and overcome the challenges they face) – Quotes (…about goals & challenges) – Objections (why won’t they buy our products?) – Marketing Messaging (how do we describe our solutions to them?) – Elevator Pitch (Selling your solution) – Give them a “name” Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  29. 29. 29 Ideal Customer – “Mike” Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  30. 30. 30 Ideal Customer – “Mike” 41 year old University Educated Male Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  31. 31. 31 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  32. 32. 32 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person UK based & has family of 3 Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  33. 33. 33 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person UK based & has family of 3 SME Solar Distributor Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  34. 34. 34 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person UK based & has family of 3 Works at Medium sized Solar Distributor Purchasing Manager, would like to be CEO one day Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  35. 35. 35 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person UK based & has family of 3 Needs international standard marketing and product support Purchasing Manager, would like to be CEO one day Works at Medium sized Solar Distributor Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  36. 36. 36 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person UK based & has family of 3 Needs international standard marketing and product support “I am Concerned about losing market share” Purchasing Manager, would like to be CEO one day Works at Medium sized Solar Distributor Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  37. 37. 37 Ideal Customer – “Mike” 41 year old University Educated Ambitious, Male results driven person UK based & has family of 3 Needs international standard marketing and product support “I am Concerned about losing market share” Purchasing Manager, would like to be CEO one day Needs to convince local government Works at Medium sized Solar Distributor Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  38. 38. 38 How NOT to educate your leads • “I tell them about my product straight away, right?” Wrong! Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  39. 39. 39 How NOT to educate your leads • “I tell them about my product straight away, right?” Wrong: – Most potential customers aren’t ready to buy yet so providing them with sales material straight away will drive most away Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  40. 40. 40 How NOT to educate your leads • “I tell them about my product straight away, right?” Wrong: – Most potential customers aren’t ready to buy yet so providing them with sales material straight away will drive most away – You will make leads feel like you are only interested in spamming them with sales material and don’t really care about them Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  41. 41. 41 How TO educate your leads • Armed with a passion for your product and an intimate understanding of your ideal customer needs: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  42. 42. 42 How TO educate your leads • Armed with a passion for your product and an intimate understanding of your ideal customer needs: – Solve your leads’ specific problems by providing useful and interesting educational content Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  43. 43. 43 How TO educate your leads • Armed with a passion for your product and an intimate understanding of your ideal customer needs: – Solve your leads’ specific problems by providing useful and interesting educational content – Establish genuine trust with your leads Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  44. 44. 44 How TO educate your leads • Armed with a passion for your product and an intimate understanding of your ideal customer needs: – Solve your leads’ specific problems by providing useful and interesting educational content – Establish genuine trust with your leads – It is much easier to turn leads that trust you and see you as a thought leader in your field into customers Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  45. 45. 45 Attracting Leads by Educating • Blog • Infographic • eBook • Whitepaper • Podcast • Video • Case Study • Catalogue • Price List Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  46. 46. 46 Attracting Leads by Educating • Blog • Infographic • eBook • Whitepaper • Podcast • Video • Case Study • Catalogue • Price List Less product related, more customer problem focused Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  47. 47. 47 Attracting Leads by Educating • Blog • Infographic • eBook • Whitepaper • Podcast • Video • Case Study • Catalogue • Price List Less product related, more customer problem focused More product related, still customer problem focused Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  48. 48. 48 Socially Sharing Content • It is important you share your educational content in the places they are likely to hang out – for example, if your ideal customer uses LinkedIn, frequently posting interesting content as well as your own offers on LinkedIn is a good idea Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  49. 49. 49 Social Sharing Platforms • Overseas leads are not going to be using Chinese platforms like WeChat and Weibo, you must share content and communicate with them on networks they use such as: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  50. 50. 50 Converting • “How do I capture lead information after creating great blogs and interesting educational content offers such as eBooks, podcasts and videos?” Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  51. 51. 51 Converting • “How do I capture lead information after creating great blogs and interesting educational content offers such as eBooks, podcasts and videos?” – It is essential that any content you create gives you the option to capture lead information such as name, address, company, job title, website etc. Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  52. 52. 52 Converting • “How do I capture lead information after creating great blogs and interesting educational content offers such as eBooks, podcasts and videos?” – It is essential that any content you create gives you the option to capture lead information such as name, address, company, job title, website etc. – By creating CTA’s and Landing Pages with forms you can capture that lead information Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  53. 53. 53 Converting - CTAs • A CTA or ‘Call-To-Action’ is exactly what it is says it is “A call to action”, causing the visitor of your website, social media or blog to perform an action such as download an offer such as eBook Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  54. 54. 54 Converting - CTAs • A good CTA will usually feature: – A problem that the offer solves or benefit to the lead – An attractive and relevant image to the offer – A clear instruction to click the CTA in order to get the offer – A link to a unique ‘Landing Page’ that contains a form where you can capture the lead information Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  55. 55. 55 Converting – CTA Example Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  56. 56. 56 Converting – CTA Example Attractive & relevant image Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  57. 57. 57 Converting – CTA Example Problem: needs overseas sales Solution: business blogging Attractive & relevant image Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  58. 58. 58 Converting – CTA Example Problem: needs overseas sales Solution: business blogging Clear instructions & links to the landing page where the eBook can be downloaded Attractive & relevant image Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  59. 59. 59 Converting - CTAs • The CTA can then be placed: – At the end of a blog post that is related to that offer i.e. if the blog is about gaining online sales overseas then an eBook about blogging for business is relevant – On social media channels such as Facebook and Linked – At the end of YouTube videos – Embedded within SlideShare presentations • The key point is that the content relates to the offer and that the CTA provides a link to a Landing Page where lead information can be captured Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  60. 60. 60 Converting- Landing Pages • The Landing Page is a page on your website that: – Explains the benefits of the offer to the lead – Explains what will be gained or learned – Contains an attractive cover image related to the offer – Contains the lead capture form that collects the lead information – Contains social media sharing buttons so that visitors can share the offer on their social networks Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  61. 61. 61 Image & Header Lead capture form Benefits of the offer Social media sharing Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  62. 62. 62 Converting- Example Landing Page Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  63. 63. 63 Converting- Example Landing Page The page title clearly explains the offer and is also good for SEO (getting found on Google) Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  64. 64. 64 Converting- Example Landing Page Overseas Online Sales Strategy for Chinese Brands 1st September 2014 In order to download the eBook the lead enters their personal information in the lead capture form and submits the form-we now have a lead! The page title clearly explains the offer and is also good for SEO (getting found on Google)
  65. 65. 65 Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  66. 66. 66 The question helps identify if the offer is relevant and useful to the Overseas Online Sales Strategy for Chinese Brands 1st September 2014 lead
  67. 67. 67 The question helps identify if the offer is relevant and useful to the Overseas Online Sales Strategy for Chinese Brands 1st September 2014 lead Benefits of the offer
  68. 68. 68 The question helps identify if the offer is relevant and useful to the Overseas Online Sales Strategy for Chinese Brands 1st September 2014 lead Benefits of the offer Tells the lead what they will learn
  69. 69. 69 The question helps identify if the offer is relevant and useful to the Overseas Online Sales Strategy for Chinese Brands 1st September 2014 lead Benefits of the offer Tells the lead what they will learn Instructions to download the offer
  70. 70. 70 Social sharing icons allow the offer to be shared across the internet increasing leads Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  71. 71. 71 Attract, Convert & Close ATTRACT Create interesting content (blogs, eBooks, videos, infographics etc.) to attract the ideal customer CONVERT Turn website visitors into leads, with unique content by capturing their data in exchange for content CLOSE Turn your leads into customers by sending them content and offers that are relevant and interesting Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  72. 72. 72 Mike’s Lead -> Customer Journey Lead finds blog Blog is on new sources of government funding for renewable projects in the UK Lead Information: Trust: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  73. 73. 73 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Blog is on new sources of government funding for renewable projects in the UK Lead Information: Trust: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  74. 74. 74 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Downloads Whitepaper Based on renewable trends in Europe in 2014 Blog is on new sources of government funding for renewable projects in the UK Lead Information: Trust: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  75. 75. 75 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Downloads Whitepaper Based on renewable trends in Europe in 2014 Blog is on new sources of government funding for renewable projects in the UK Lead Information: First Name, Last Name, Email, Country, Trust: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  76. 76. 76 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Blog is on new sources of government funding for renewable projects in the UK Lead Information: First Name, Last Name, Email, Country, Trust: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  77. 77. 77 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Lead Information: First Name, Last Name, Email, Country, Trust: Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  78. 78. 78 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Lead Information: Trust: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  79. 79. 79 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Lead Information: Trust: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  80. 80. 80 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Lead Information: Trust: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  81. 81. 81 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Lead Information: Trust: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  82. 82. 82 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Personalised email send out Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Email Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Lead Information: Trust: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  83. 83. 83 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Personalised email send out Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Email Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Trust: Download Product Catalogue Downloads product catalogue Lead Information: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  84. 84. 84 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Personalised email send out Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Email Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Trust: Download Product Catalogue Downloads product catalogue Lead Information: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Annual Revenue, Main business problem, Address, Post Code, Telephone Number Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  85. 85. 85 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Personalised email send out Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Email Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Trust: Download Product Catalogue Downloads product catalogue Lead Information: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Annual Revenue, Main business problem, Address, Post Code, Telephone Number Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  86. 86. 86 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Personalised email send out Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Email Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Trust: Email Personalised email send out Download Product Catalogue Downloads product catalogue Lead Information: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Annual Revenue, Main business problem, Address, Post Code, Telephone Number Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  87. 87. 87 Mike’s Lead -> Customer Journey Lead finds blog Download Link Attractive call-to- action to download whitepaper Email Personalised email sent out Downloads Whitepaper Based on renewable trends in Europe in 2014 Personalised email send out Video Watches video on solar proliferation in Germany on website Blog is on new sources of government funding for renewable projects in the UK Email Personalised email send out Download Case Study Downloads company case study about how we cornered the Spanish market with extra marketing support Email Reads Blog Reads blog on how selling direct to local governments can quickly increase sales Trust: Email Personalised email send out Download Product Catalogue Downloads product catalogue Overseas Online Sales Strategy for Chinese Brands 1st September 2014 Lead Request Lead now requests a sales consultation Lead Information: First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees Annual Revenue, Main business problem, Address, Post Code, Telephone Number
  88. 88. 88 Journey Key Points • Resources were provided that educated and met ideal customer needs • Lead data was captured throughout- but only as a fair exchange • The sales process turns into a close of a sales qualified lead that has qualified him/herself Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  89. 89. 89 Typical Results of This Approach • An industry leading lead: sale conversion ratio • Motivated and successful sales staff • Low staff turnover due to excellent results and belief in a system that actually works • Much larger ROI for the company based on its sales and marketing spend • A much more profitable organisation Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  90. 90. 90 How do I do this? • Yourself- be prepared to commit to: – Defining your ideal customer – Creating content and offers such as blogs, eBooks, guides, checklists, videos, infographics etc. on a frequent schedule that will solve your ideal customers unique problems – Sharing your content and offers on social media like LinkedIn, Twitter, Facebook, Pinterest, Google+, Tumblr etc. – Capturing lead information with landing pages and forms on your website – Investing in and running marketing automation software Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  91. 91. 91 How do I do this? • Outsource- ensure your partner: – Has experience delivering inbound marketing solutions – Is willing to work closely with your company to understand your services and develop ideal customer focused solutions with your team – Understands and has experience in the right social media channels to reach out to your ideal customers – Is passionate about helping your brand become a global brand – Has the technical and design skills to set up and manage a website that is powered by an effective marketing automation software Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  92. 92. 92 Marketing Automation Software • There are many marketing solutions out there that can provide platforms for blogging, site & landing pages, email marketing and analytics: – WordPress, Blogger (blogging) – Drupal, Joomla (CMS) – Mail Chimp, Mad Mimi (email marketing) – Google Analytics, MOZ (analytics, SEO) – HubSpot (blogging, email marketing, analytics, CMS, SEO) Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  93. 93. 93 93 What is ? HubSpot is the world's No. 1 marketing automation platform Oxygen 2.0 has successfully used the HubSpot platform to drive our clients’ campaigns and increase traffic, leads & sales Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  94. 94. 94 What is HubSpot? Blogging Creating remarkable content to get found SEO Improve search rankings and get found by quality leads Social Media Publish and monitor content on social networks CMS Managed, easy-to-use platform and analytics used to disseminate and track blog content, social media and offers as well as manage web pages Lead Management Segment leads based on their activity on the site and elsewhere Landing Pages Pages that increase click through rates and convert leads by exchanging offers for Contact information Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  95. 95. 95 What is HubSpot? Calls-to- Action Beautiful buttons to call out visitors and convert them into leads Email Personalized emails using real customer data Automation Trigger timed emails to send out to leads offering relevant and interesting follow up content Paid & Organic Analytics See which campaigns are most effective and optimize to increase conversion rates CRM Sync Connect leads in HubSpot with potential customers in Salesforce or other CRMs Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  96. 96. 96 HubSpot - #1 Online Sales Platform • HubSpot successfully brings together, in one secure and easy to use platform, all the aspects of effective online sales such as: – Blogging – SEO – Analytics – Landing pages – Lead management – Marketing automation Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  97. 97. 97 Conclusion • In this presentation you will have learned how to: – Increase website traffic – Increase sales qualified leads – Increase customer acquisition – Increase market share – Increase revenue Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  98. 98. 98 98 About the Authors- who are Oxygen 2.0? Oxygen 2.0 is a specialist Inbound Marketing Agency based in the Hong Kong SAR, expanding into Shenzhen, China Our mission is to turn Chinese brands into Global brands Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  99. 99. 99 Our Leaders Daniel Beach Managing Director – Veteran marketer with a decade of experience in China – Responsible for Oxygen 2.0’s sales & marketing Strategy – Helped transform Shenzhen’s TP-Link from a Chinese SME into a global player – Mandarin speaker with a passion for technology and a goal to bring China's fledgling brands into the global market Gareth Jones Technical Director – Experienced business analyst & software engineer – Responsible for aligning technology and resources at Oxygen 2.0 – Graduated from the University of Reading, UK with an MSc (Distinction) in Computing & Informatics – Managed and successfully delivered projects in software, renewable technology and social media in both Europe and China Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  100. 100. 100 Our leaders have worked with… Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  101. 101. 101 Recent Online Sales Success–Amgoo Telecom • Created a brand for a Chinese OEM phone manufacturer • Initially increased sales qualified leads by 700% • Grew Amgoo’s Google PageRank from 3 to 5 • Opened the African content as a new market using inbound marketing best practices • Increasing site visitors and sales qualified leads (mobile operators & distributors) over 25% month on month Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  102. 102. 102 Headquarters 1311 Olympia Plaza 255 King's Road North Point Hong Kong Where to find us… Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  103. 103. 103 facebook.com/Oxgn2.0 @OXGN20 Gareth.Jones@o2-v2.com Dan.Beach@o2-v2.com Questions? Connect With us www.o2-v2.com Overseas Online Sales Strategy for Chinese Brands 1st September 2014

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