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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 
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 
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 
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 
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 
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 
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 
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 
Solar Panel Company Lead Timeline 
• So, what went wrong? 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
Ideal Customer – “Mike” 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
30 
Ideal Customer – “Mike” 
41 year old 
University 
Educated 
Male 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
Converting – CTA Example 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
56 
Converting – CTA Example 
Attractive 
& relevant 
image 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
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 
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 
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 
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 
Image & 
Header Lead 
capture 
form 
Benefits 
of the 
offer 
Social 
media 
sharing 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
62 
Converting- Example Landing Page 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
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 
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 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 
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 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 
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 
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 
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 
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 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 
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 
Our leaders have worked with… 
Overseas Online Sales Strategy for Chinese Brands 1st September 2014
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 
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 
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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Overseas online sales strategy for Chinese Brands

  • 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 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 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 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 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 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 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 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 Solar Panel Company Lead Timeline • So, what went wrong? Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 Ideal Customer – “Mike” Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 30. 30 Ideal Customer – “Mike” 41 year old University Educated Male Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 Converting – CTA Example Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 56. 56 Converting – CTA Example Attractive & relevant image Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 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 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 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 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 Image & Header Lead capture form Benefits of the offer Social media sharing Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 62. 62 Converting- Example Landing Page Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 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 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 Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 Our leaders have worked with… Overseas Online Sales Strategy for Chinese Brands 1st September 2014
  • 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 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 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