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SERM IN CHINA
- Managing search engine reputation through SEO and PR technologies
- Overcoming language and cultural barriers
- Compiling and implementing a relevant keyword list
- Enhancing brand visibility in the Chinese media space
- Managing Chinese social media and search engine integration
DIGITAL REPUTATION IS ONE OF THE SUCCESS FACTORS FOR ANY BUSINESS. THIS IS ESPECIALLY IMPORTANT FOR INTERNATIONAL COMPANIES IN THE CHINESE MARKET.
TO SUCCESSFULLY PROMOTE A BUSINESS IN CHINA, IT IS NECESSARY NOT ONLY TO UNDERSTAND THE SPECIFICS OF THIS MARKET BUT ALSO TO BE ABLE TO MANAGE YOUR REPUTATION IN SEARCH ENGINES. IN THIS ARTICLE, WE WILL LOOK AT HOW USING SERM (SEARCH ENGINE REPUTATION MANAGEMENT) CAN HELP BUSINESSES BUILD TRUST IN THE CHINESE MARKET.
REPUTATION MANAGEMENT (SERM) FORMATS IN CHINA
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SERM (Search Engine Reputation Management)
Managing reputation in search engines, a tool at the intersection of SEO and PR technologies.
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ORM (Online Reputation Management)
Managing reputation online in general. This tool includes SERM and work with other platforms: forums, social networks, blogs, and media.
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HM (Hidden Marketing)
Hidden Marketing. The essence of this tool is that influence agents—fictional users—initiate discussions, compare goods, services, or companies, share «personal experiences» and recommendations, thus creating a positive reputational background. These users are typically specialists from the agency handling the company’s business reputation.
Understanding the Chinese Market
The Chinese market is one of the most dynamic and competitive in the world. It also has its own specifics related to cultural, linguistic, and legal aspects. To successfully engage with Chinese consumers, it is necessary not only to speak their language but also to understand their preferences and values. Furthermore, the Chinese market has its own search engines, such as Baidu, which differ from Western counterparts like Google.
The Role of SERM in China
SERM (Search Engine Reputation Management) is a strategy for managing reputation in search engines. In the context of the Chinese market, SERM becomes an even more important tool, as Chinese consumers actively use search engines to obtain information about companies and products. SERM allows you to control and manage the information users see in search results, thereby creating a positive impression of your company and strengthening trust in it.
From Challenges to Opportunities: Implementing SERM in China
Implementing SERM in China can present certain challenges related to language and cultural barriers, as well as the specifics of Chinese search engines. However, these challenges also provide new opportunities for companies willing to invest in managing their reputation and building trust in the Chinese market.
One SERM strategy in China is the active use of keywords related to your brand or product within the context of the Chinese market. This will help improve your brand’s visibility in search engines and control the information users see when searching.
COMPANY A
Specializes in the production of organic products. Company A launched a SERM campaign that actively used keywords related to organic food and a healthy lifestyle. Thanks to this campaign, Company A was able to increase its brand visibility in search engines and attract new customers.
COMPANY B
Operates in the tourism sector. Company B implemented a SERM campaign that actively used reviews and recommendations from its clients. Thanks to this campaign, Company B was able to strengthen its reputation and create a positive impression of its services in the Chinese market, increasing both sales volume and the average transaction value.
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KEY ASPECTS OF BUILDING REPUTATION IN CHINA
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Use keywords related to your brand and product when creating social media posts.
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Actively participate in social networks and forums that allow you to interact with Chinese consumers and answer their questions and comments.
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Create positive content that will be visible in search results and help strengthen trust in your company.
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Monitor your reputation in search engines and respond to negative reviews or news promptly.
TOOLS AND RESOURCES FOR SERM MANAGEMENT IN CHINA
There are many tools and resources available to help you manage your SERM in China. Here are some of them:
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Baidu SERM
This is a specialized tool from Baidu that allows you to manage your reputation in the Baidu search engine.
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Social Networks in China
Platforms such as WeChat and Weibo offer opportunities to engage with Chinese consumers and create positive content about your company.
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Review and Rating Management Platforms
Platforms like Dianping can help you monitor and improve your reputation through user reviews.
SERM POTENTIAL
SERM has enormous potential for building trust in the Chinese market. However, to successfully implement SERM in China, it is necessary to consider the specifics of this market and use appropriate strategies and tools. Given the rapid development of China’s digital economy and the growing number of internet users in China, SERM is becoming an increasingly important tool for international companies looking to succeed in the Chinese market.
CASES
Royal Tennis Club
- Growth & Performance Highlights Follower growth of 95% (+113 new followers) driven by organic promotion.
- 182% increase in views (reaching 6K+) and 219% increase in watch time.
- Engagement boost: Likes grew by 319%, and post saves increased by 35%.
- Services Provided: LITTLE RED BOOK (Xiaohongshu/RED)
What we did:
View case
- Little Red Book
DR.SEA
- Brand Launch from Scratch: Complete registration and verification on WeChat and Douyin in one month.
- Viral Content Success: The Labubu video achieved high organic reach and subscriber growth without an advertising budget.
- Localized Content: Four localized WeChat articles published, demonstrating high readership and engagement.
- Strategic Foundation: A comprehensive Douyin video promotion strategy developed based on competitor and trend analysis.
What we did:
View case
- Douyin
UTLC
- Analysis of the current state of the B2B logistics market on the China-Europe route.
- Identification of key market players and their market share.
- Analysis of target audience needs, preferences, and behavioral specifics.
- Turnkey WeChat Management.
- Baidu PPC (Pay-Per-Click) Advertising Launch and Lead Generation.
What we did:
View case
- Market Research in China
- Baidu
Positive Technologies
- The Baidu advertising campaign generated 34 leads in the first month, 6 of which were qualified.
- The CTR (Click-Through Rate) exceeded planned targets by 44%.
- The CPL (Cost Per Lead) was 83.5% below the planned cost, which allowed for budget optimization and increased profitability (ROI).
What we did:
View case
- Baidu
NEWS
AND OPINIONS
03 / 06 / 2024
Chinese Search Engines: Marketing on Baidu and Other Platforms
The Chinese internet is isolated from the global web, leading to the dominance of domestic digital companies within the local market. A prime example is Baidu, the leading search service in China, whose products are widely used by both everyday consumers and businesses looking to advertise their goods and services in the country. This article will explore what the Chinese search engine Baidu.com is, along with which applications within its ecosystem can be leveraged for marketing and promotion.
09 / 01 / 2024
Bilibili: Key Marketing Opportunities
This article takes a deep look at Bilibili’s marketing potential: how the platform works, who uses it, the most effective tools for promoting your business, and how to launch and monetize your own channel.
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