With China having the second largest number of Internet users in the world, search engine marketing is becoming an essential tool for businesses to succeed in China. As more people search commercial information on the Internet, any American business that is eyeing Chinese consumers must establish its online presence in the Chinese language and adopt search engine marketing strategies throughout Chinese search engines and online media. A definite art of international marketing has emerged, yet many American exporters are still unaware of it.

 

Traditionally, most U.S. companies would not start building a corporate Website in the Chinese language until they are forced to by the market. Some companies wouldn’t even do it unless they have established an office in the country.  Strategically, this has created a “jet lag” for these companies to face their target customers. The delay in establishing a relationship with Chinese customers over the Internet can significantly slow down the pace to tap into the market. Pushing a Chinese Website live before flying to China will enhance a company’s creditability to Chinese business partners as well as allow the company to receive more hospitality from potential customers. Internet marketing must be integrated into the overall China strategy for U.S. exporters. This is even more vital to the success for small and medium U.S. businesses.

 

However, owning a Chinese Website does not automatically guarantee that Chinese consumers will find information about a company’s products, technology or brand. Search engine optimization (SEO) is a necessary process that gives a Website a higher placement on Chinese search engines like Baidu, Google and Yahoo.  This process helps to drive fresh target customers to a site. A Website can be indexed by search engines and receive top rankings on search results under important Chinese keywords about a business, through optimized site structure, content, linking and many other internal and external factors. This will drive pre-qualified potential customers and business partners to a Website and maybe they will even contact the business before it can send a delegation to China.

 

There are four major types of benefits to marketing a Chinese Website. First, there is direct contact from the Chinese market. This will help a business better customize its products or services and assessing its competitiveness. The second benefit is to have the opportunity to begin networking with customers and partners before meeting them. This allows a company to understand whom to target and whom to cooperate with. Third, a brand receives initial attention make its way into China. This makes the process easier because the consumer is already informed and become knowledgeable of the product or service. Lastly, search engine marketing is the most affordable way to advertise for small and medium U.S. companies.