(Source: https://pltfrm.com.cn)
Introduction
China’s B2B buyers are mobile, digital, and socially connected. From sourcing suppliers to vetting SaaS platforms, business decision-makers increasingly rely on social media—not just for discovery, but for evaluation and trust-building. For overseas brands, social media in China offers a unique path to engage prospects, deliver expertise, and convert interest into leads across a highly fragmented ecosystem.
1. Building Brand Trust on Professional Platforms
Zhihu for B2B Insight Marketing:
Zhihu functions like China’s Quora, where professionals seek answers and guidance. Overseas B2B brands can publish expert responses, customer use cases, and industry forecasts to become a trusted voice in vertical conversations.
Baidu Baijiahao for Search-Linked Thought Leadership:
Content published through Baijiahao ranks on Baidu search results. B2B marketers use it to push whitepapers, technical blogs, and translated case studies that align with keyword strategy and drive traffic to official websites or WeChat.
2. Making WeChat Work Across the Buyer Journey
Lead Magnet Content via Official Accounts:
Publishing downloadables—like industry reports, guides, or checklists—helps B2B brands capture leads. QR codes embedded in WeChat articles link to gated content, automatically triggering WeCom onboarding for follow-up.
Retention with Lifecycle Messaging:
WeCom CRM flows enable drip campaigns tailored to deal stages. Once a contact enters the pipeline, AI-powered messaging adapts content based on click behavior, industry type, or past stream interactions.
3. Using Video to Support Technical Sales
Douyin and Bilibili for Explainer Videos:
Complex B2B offerings—such as machinery, logistics tech, or SaaS—benefit from short, digestible visual content. Videos showing product usage, results, or training scenarios improve understanding and drive confidence.
Host Live Q&A Events:
Livestreaming on mobile platforms or within Mini Programs gives prospects a chance to ask questions, see real-time demonstrations, and interact with your technical team—an especially strong tactic for pre-sale engagement.
4. Turning Engagement Into Measurable Results
Smart QR Code Tracking and Mini Form Leads:
AI-enabled tracking on QR code scans helps identify which article, post, or video generated the highest lead quality. In-app forms ensure lead data flows directly to CRM.
CRM and Ad System Integration:
Social campaign performance—measured by click depth, share rate, and Mini Program actions—feeds back into targeting logic. This lets B2B marketers adjust lookalike audiences or refine regional targeting based on campaign insights.
5. Case Study: A UK Industrial Software Firm Converts via Video and WeChat
To localize its brand in China, a UK-based industrial software firm ran a multi-channel B2B campaign combining Douyin explainer videos and a WeChat mini-site. Technical content in video form boosted share rates by 4.5x, and QR-linked WeCom outreach brought over 300 decision-makers into the CRM. Within two months, 14 of them had booked solution demos, proving that the right social strategy can drive real enterprise outcomes in China’s B2B space.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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