Views: 0 Author: Site Editor Publish Time: 2021-05-22 Origin: Site
Click to watch the video introduction↓ Company: Guangzhou Jinshengyang Technology Co., Ltd. Industry: Electronic components manufacturing
Since the official launch of DC/DC power modules in 1998, Jinshengyang has been deeply involved in the field of industrial power supply and is committed to providing customers with complete one-stop power solutions.Since 2002, Jinshengyang has insisted on opening up overseas markets through brand building and promoting regional market development with differentiated strategies.
However, with the rapid development of the Internet, the way target audiences obtain information is changing, and the marketing reach rate of traditional marketing channels for young engineers continues to decrease.Reach overseas customer groups quickly and effectively,It is the driving force behind Jin Shengyang’s accelerated digital marketing transformation in recent years.
Deep and horizontal expansion, comprehensive coverage
Jinshengyang Overseas Marketing Strategy
In order to meet the needs of users at different levels for products and services, Jinshengyang adopts'Two horizontal and one vertical' business layout: Combine local offline dealers and online catalog dealers ('two horizontals') to establish subsidiaries in key markets ('one vertical').
In marketing,Integrate online and offline communication to achieve comprehensive coverage of users.Online, we use social media, search engines and other media to reach the core marketing scenarios and obtain new traffic; offline, we use global exhibitions, seminars and other methods to form a closed-loop information flow of potential users, thereby realizing brand and marketing Double revenue growth targets.
In the digital marketing of B2B companies, small audience scope, long decision-making cycle, and difficulty in obtaining information are three major obstacles that stand in front of marketers.Since Jinshengyang's industry is highly segmented, it is extremely important to accurately locate specific target groups.After comprehensively considering various factors such as platform tonality, marketing strategy, cost, accuracy, etc.,Jinshengyang chose to join hands with LinkedIn to expand overseas markets with an operation strategy that combines homepage operation and advertising.
Craftsmanship to build a successful code
Accurate marketing experience driven by data
By sharing a wealth of power solutions, Jinshengyang hopes to work with LinkedIn to build an interactive communication channel for fans, thereby shortening the distance between the brand and overseas users, thereby enhancing brand influence and exploring more potential sales opportunities. .The flag has been established, what should be done next?
Continuous output of company page (Company Page) operation
Reduce the entertainment aspect of content to enhance professionalism.For example, output cutting-edge industry trends and update product information to attract more followers; continue to interact with fans to increase fan retention and strengthen brand stickiness.In addition, LinkedIn data analysis is used to adjust daily operational content to achieve very good results, thereby increasing the number of visitors to the company's homepage.
Through the company's homepage, which continues to output content that users care about, the number of visitors to Jinshengyang's LinkedIn company's homepage has increased rapidly, achieving the brand exposure goal ahead of schedule.
Customized annual promotion plan, unified management and optimization
Jinshengyang integrates the brand promotion needs, marketing activities, company new product launch plans and revenue targets of various overseas markets.Customize annual promotion plans for each market in advance.
With the advantage of LinkedIn's global social media, Jin Shengyang can centrally and easily manage campaigns in different regional markets.Based on LinkedIn advertising effect tracking, Jinshengyang can formulate matching promotion goals, plans and advertising products based on the maturity of the local market. During the launch phase, it will be updated quarterly to optimize advertising content to ensure the achievement of each marketing goal. .
Target decision-making groups, not just one decision-maker
In the B2B industrial products industry, the decision-making model is organizational decision-making, including company management, technology research and development experts, material procurement managers, etc.Jinshengyang implements different delivery methods for decision-makers to achieveReach a decision-making group rather than a single decision-maker.
With LinkedIn’s Lead Gen Forms feature,Jin Shengyang uploads the sales opportunities collected from LinkedIn to the LinkedIn backend for data matching and remarketing.Use brand information to reach decision-making management users, so that they recognize the value of the brand; use product and power solution content to reach application-level users, such as technical R&D personnel, so that they recognize that the product is professional, reliable and worthy of choice.
One-to-one targeting and output of differentiated content
Based on LinkedIn advertising data and with reference to marketing funnel and customer purchase journey analysis, Jin Shengyang canAccording to the different stages of customer cognition, output differentiated content and implement one-to-one targeting, to achieve effective reach of target groups.
In the brand awareness stage, the goal is to establish connections with users, such as using information flow advertisements focusing on featured products in the European and American markets; in the user consideration stage, focus on industry solutions and continue to provide professional content to build trust. ; The preference stage aims at deepening user relationships and mainly uses typical successful cases to achieve this goal.
Think from other people’s perspective and continue to optimize advertising materials
Customers buy not just products, but the customer needs that the products can satisfy.For example, the product selection engineer purchases not just the power module, but many electronic components that need to be matched with each other. He needs to consider how these components interact with each other on the PCB board and how they match each other.Therefore, in terms of content formulation, the marketing team needs toPut yourself in someone else's shoes, consider application scenarios and pain points from the customer's perspective, and polish advertising materials.
Based on LinkedIn's effective monitoring of advertising effectiveness, Jin Shengyang will start brainstorming on copywriting, materials, and creativity before each campaign promotion, and conduct A/B testing to match the demographic characteristics of the target market as much as possible, and at the same time, in the audience The crowd worked hard to achieve precise targeting to reduce CPL.
The aroma of wine is also afraid of deep alleys
Jinshengyang focuses on both product quality and brand building
As an upstream electronic component manufacturer, Jinshengyang has always insisted on promoting the company's development through technological innovation. At the same time, it also attaches great importance to overseas brand building.In the process of laying out digital marketing channels, LinkedIn, as an indispensable partner, provides stronger assistance to Jinshengyang's digital marketing transformation with professional products, attentive services, and in-place support, and provides greater support for brand building. platform.
