When you think of Chinese digital marketing, one of the names that come to your mind is Sina Weibo. It has around 313 million monthly active users that make it a gold mine for marketers. On Sina Weibo, you can publish posts or follow other users, celebrities, and brands.

Here we have shared a few tips related to using Weibo marketing to reach out to your audience.

Know Your Audience

The most important aspect of social marketing in China is putting efforts to know the audience. Understanding the important fundamentals of digital marketing and the mechanics of technology is one thing. Determining the tactics based on your marketing experience in Western countries can be a big mistake. You should not expect the same marketing tactics to bring similar results in China.

Local knowledge, data, and analysis of the Chinese market, and insights are keys to success in the Chinese digital marketing space. Marketers need to put time and efforts to understand audience (cultural and social differences) and create user profiles based on research.

They need to have a clear and typical image of the target user when seeking to engage through Weibo marketing. You can partner with a specialist Chinese marketing agency to gain rapid access to data and insights and speed up your marketing campaign.

A good marketing partner who understands Chinese audience well is a key to achieving success in the Chinese digital marketing arena.

Identify Industry Leaders

Weibo has a useful search feature that allows you to identify industry leaders in any business niche. At the start of building your Weibo community, you can use the search to identify users who are interested in a corporate Weibo account and connect with them.

Create Engaging Content

You need to create engaging content and keep in mind target audience’s interest while creating it. Weibo has a structured framework for content. At Weibo, the topics are divided into different categories and the accounts are tagged. One of the advantages of this is B2B marketers can see trending topic in different categories and visit the page of topics as per their interests.

The tagged categories in Weibo marketing are useful to identify thought leaders, follow them and identify prospects to engage. This also provides valuable insight to create helpful and engaging content that people seek and would happily share. On Weibo, sharing text with an image is a common practice of initiating conversations.

Since images are attractive to Weibo users and they can be searched on Weibo, posts with images are important. You need an SEO mindset to achieve success on Weibo. For example, if you have created a white paper, report, or infographic to share, you need to include appropriate keywords and images in the content so that people can easily find the content. By making the content easy to find, you help in access, distribution, and sharing of valuable content.

Use Hashtags

Hashtags are important on Weibo. However, there is a slight difference in the use of hashtags in comparison to Twitter. For example, a hashtag on Weibo has two ## signs instead of one. The topics are identified by hashtags on Weibo and user can find topics through hashtags.

When a particular hashtag is popular or trending, the chances of its discovery by other Weibo users grow significantly. A hashtag can prove useful to gain new followers and earn fresh views.

Get Your Weibo Account Verified

Weibo follows a different method of user identification. Unlike Twitter where all users are same, Weibo has regular users, verified individual users (recognized by orange V icon), companies and organizations (recognized by blue V icon).

A verified B2B Weibo account brings in several benefits. For example, it enhances the credibility of the account and also improves the trustworthiness of the pages. The reason for enhanced credibility and trustworthiness is it signifies the company or the organization has submitted legal business documents and they have been successfully verified.

Also, a verified Weibo account enjoys special features in setting up the marketing campaigns, publishing posts and access to data and analytics. A verified account also has a higher authority to make profiles look attractive.

Do you have any questions about Weibo marketing tools to reach out to your audience.?