In this presentation for Chinese brands Oxygen 2.0 highlights how to use inbound marketing best practices in tandem with Western social media channels such as Facebook, Twitter, LinkedIn, Pinterest etc. to increase website traffic, increase sales qualified leads, increase customer acquisition, increase market share and increase revenue
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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)
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
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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
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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
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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)
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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
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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
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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
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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
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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
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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
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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
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Our leaders have worked with…
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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
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Headquarters
1311 Olympia Plaza
255 King's Road
North Point
Hong Kong
Where to find us…
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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