China’s economic influence is expanding rapidly, and with it, the demand for high-quality translation services from Chinese into other languages is soaring. Chinese companies are increasingly looking to expand their global reach, requiring accurate and culturally sensitive translations of their games, software, marketing materials, and technical documentation. This presents a significant opportunity for overseas translation companies that can effectively target and serve this growing market. This guide DDC provides a practical, step-by-step online marketing strategy specifically designed for overseas game translation companies aiming to establish a foothold in China, focusing on small and medium-sized businesses engaged outbound endeavors.
1. Defining Your Target Audience: Chinese SMEs with Global Aspirations
While large Chinese corporations often have established translation departments or preferred partners, the burgeoning SME sector represents a significant opportunity. China has millions of SMEs, and many are actively looking to export their products, services, and technology.
Why SMEs?
Higher Growth Potential: SMEs are often more agile and aggressive in their international expansion efforts.
Need for Specialized Expertise: They may lack in-house translation expertise and require specialized services like game localization, software localization, or marketing translation for specific target markets.
Potential for Long-Term Partnerships: Successfully serving an SME’s translation needs can lead to a long-term, mutually beneficial relationship as they grow globally.
Example: A Chinese mobile game developer creating a popular strategy game wants to launch in North America, Europe, and Southeast Asia. They need a translation company that can accurately and culturally adapt their game into English, French, German, Spanish, and Thai.
2. Carving Out Your Unique Selling Proposition (USP) in China
Standing out in a competitive market requires a clear USP that resonates with Chinese businesses seeking outbound translation services:
Target Language Expertise: Emphasize your native-level fluency and cultural understanding of your target languages (e.g., English, German, French, Japanese).
Industry-Specific Specialization: Highlight your expertise in translating specific types of content (e.g., game localization, software localization, technical documentation, marketing materials) for specific industries.
Experience with Chinese Source Material: Demonstrate your understanding of the nuances of the Chinese language and culture, ensuring accurate and culturally appropriate translations.
Competitive Pricing: Offer competitive pricing without compromising on quality, catering to the budget constraints of SMEs.
Exceptional Customer Service: Provide dedicated account managers who speak fluent Mandarin and understand Chinese business culture.
Example: “We are a team of native English speakers with extensive experience translating Chinese mobile games into English for the North American market. We understand the nuances of both languages and cultures, ensuring that your game resonates with Western audiences and achieves maximum success.”
3. Choosing the Right Platforms for Reaching Your Audience
Selecting the appropriate platforms is critical for effective online marketing in China:
Baidu: China’s dominant search engine. Essential for SEO and SEM.
WeChat: The all-in-one social media and messaging app. Vital for brand building, customer engagement, and lead generation.
Industry-Specific Forums and Websites: Websites and forums popular with Chinese businesses looking to export their products and services, such as Alibaba.com (B2B marketplace), Made-in-China.com (B2B marketplace), and Global Sources (B2B marketplace).
LinkedIn (Crucial for B2B): Essential for connecting with professionals and building your network. Use LinkedIn to connect with export managers, marketing directors, and other key decision-makers at Chinese companies.
Why Baidu? Chinese companies use Baidu to research potential service providers, including translation companies. Optimizing your website for Baidu is crucial for visibility.
Why WeChat? WeChat can be used to build relationships with potential clients, share valuable content about your services, and offer promotions.
4. A Phased Online Marketing Strategy: Brand Building and Lead Generation
This strategy is divided into two phases, focusing on building brand awareness first, then shifting towards lead generation.
Phase 1: Building Brand Awareness (Months 1-3)
A. Enhanced Public Relations (ePR):
Objective: Generate positive media coverage and establish your company as a thought leader in outbound translation.What’s more, optimize the generated contents to the first page of Baidu.
Marketing Strategy Tactics:
Press Releases: Announce your company’s expertise in translating Chinese content for global markets.
Industry Articles: Publish articles on relevant topics, such as “The Importance of Culturalization in Outbound Translation” or “Best Practices for Translating Chinese Technical Documentation into English.”
Partnerships with Influencers: Collaborate with key opinion leaders (KOLs) in the Chinese business community who focus on international trade and export.
Platforms: Target Chinese business news websites, industry publications, and online forums.
Optimization: Optimize the contents on the first page of Baidu to enhance brand awareness and reputation.
B. WeChat Official Account Marketing:
Objective: Build a community and share valuable content with potential clients.
Marketing Strategy Tactics:
Content Calendar: Develop a consistent posting schedule with engaging content in Simplified Chinese, such as:
Blog posts: Sharing insights on the challenges and best practices of translating Chinese content for global markets.
Case studies: Showcasing successful outbound translation projects and their impact on Chinese companies’ international expansion.
Infographics: Visualizing key data and statistics related to outbound translation.
Interactive content: Quizzes, polls, and contests to engage followers.
Community Building: Respond to comments and messages promptly, fostering a sense of community.
C. Baidu Baike (百度百科):
Objective: Create a Baidu Baike page for your company to establish credibility and improve search engine rankings.
D. SEM – Initial Investment:
Objective: Drive targeted traffic to your website from Chinese businesses searching for outbound translation services.
Marketing Strategy Tactics:
Keyword Research: Identify relevant keywords in Simplified Chinese that potential clients are using to search for translation services. Focus on long-tail keywords like “English translation services for Chinese software companies.”
Targeted Ad Campaigns: Create targeted ad campaigns on Baidu to reach specific segments of your target audience.
Landing Page Optimization: Ensure your landing pages are optimized for conversions and written in clear, concise Simplified Chinese.
E. SEO
Objective: Drive high quality organic traffic to the website to obtain qualified sales leads by lifting the keyword rankings.
Marketing Strategy Tactics:
Keyword Research & Implementation: Conduct thorough keyword research to identify relevant keywords that Chinese businesses use when searching for translation services (e.g., “专业翻译公司” [professional translation company], “本地化服务” [localization services], “技术文档翻译” [technical document translation], “游戏翻译” [game translation], “英文翻译” [English translation]). Strategically incorporate these keywords into your website’s:
Title Tags: (The most important ranking factor) – Use unique and descriptive title tags for each page, incorporating the primary keyword for that page. Example: [Page Name] – [Main Keyword] – [Brand Name]
Meta Descriptions: Write compelling meta descriptions (around 150-160 characters) that accurately summarize the content of each page and entice users to click. Include relevant keywords.
Header Tags (H1-H6): Use header tags to structure your content and highlight important keywords. Use only one H1 tag per page to indicate the main topic.
Body Content: Naturally incorporate keywords throughout your website’s content, providing valuable information to users and demonstrating your expertise.
Image Alt Text: Add descriptive alt text to all images, using relevant keywords. This helps search engines understand the content of your images and improves accessibility for visually impaired users.
Phase 2: Enhancing Brand Reputation and Generating Qualified Leads (Months 4 onwards)
Continue Phase 1 Activities: Maintain and optimize all activities from Phase 1 (ePR, WeChat Official Account, Baidu Baike, SEM).
A. WeChat Advertising:
Objective: Reach a wider audience and generate targeted leads through WeChat ads.
Tactics:
Targeted Advertising: Utilize WeChat’s advanced targeting options to reach specific demographics, industries, and interests.
Lead Generation Forms: Include lead generation forms in your ads to capture contact information from potential clients.
Retargeting: Retarget users who have interacted with your WeChat account or website.
B. Increased SEM Budget:
Objective: Increase website traffic and generate more qualified leads.
C. LinkedIn Outreach:
Objective: Directly connect with potential clients on LinkedIn.
Tactics:
Identify Target Professionals: Use LinkedIn’s search filters to identify export managers, marketing directors, and other key decision-makers at Chinese companies.
Personalized Outreach: Send personalized messages to introduce your company and its services.
Join Relevant Groups: Join relevant LinkedIn groups related to international trade, Chinese businesses, and localization.
5. Measurement and Optimization
Key Performance Indicators (KPIs):
Website traffic (Baidu Analytics)
WeChat follower growth and engagement
Lead generation (number of inquiries, conversion rates)
Brand mentions and sentiment (social media monitoring)
Cost per lead (CPL)
Return on ad spend (ROAS)
Regular Reporting: Track your KPIs regularly and generate reports to assess the effectiveness of your marketing activities.
A/B Testing: Continuously test different marketing tactics and strategies to optimize your results.
Adapt and Evolve: The Chinese market is constantly changing. Stay up-to-date on the latest trends and adapt your marketing strategy accordingly.
Marketing Strategy Conclusion:
Winning Chinese clients for outbound translation services requires a targeted and strategic approach. By focusing on SMEs with global aspirations, highlighting your language expertise, choosing the right platforms, and implementing a phased marketing plan, you can build brand awareness, generate qualified leads, and achieve long-term success. Remember to tailor your messaging to resonate with Chinese businesses, emphasize your understanding of their needs, and prioritize building strong relationships. This revised strategy, combined with dedication and cultural sensitivity, will help your company thrive in the expanding Chinese market for outbound translation.