In the global expansion of Chinese companies, LinkedIn has emerged as a critical arena for B2B companies and employer branding.
However, leveraging LinkedIn presents numerous challenges for these companies, including accessibility issues, language barriers, and talent shortages. To navigate this landscape, Chinese B2B companies must consider the following questions:
What are the primary hurdles in LinkedIn operations?
What do they truly require?
How can they determine whether engaging a LinkedIn operations vendor is necessary?
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These reflections are essential!
Three Primary Hurdles for Chinese B2B Companies in LinkedIn Operations
Beyond the Great Firewall: As of August 9, 2023, LinkedIn officially ceased its services in the Chinese market, making it challenging for Chinese companies to access and utilize the platform regularly.
The Tower of Babel Challenge: Communication obstacles arise from language barriers:
(1) Over 80% of professional communication occurs in English, which is also the dominant language for business interactions, regardless of the company’s location.
(2) U.S. users account for 220 million of the total LinkedIn user base, approximately 22% of the platform, followed closely by users from India and Brazil.
(3) Establishing an English-language presence and effectively communicating on the platform is essential for Chinese companies seeking to enter global markets.
3.The Talent Gap: There is a shortage of professionals skilled in English social media operations in the Chinese market, posing challenges in managing LinkedIn accounts proficiently.
As a result, the presence of Chinese B2B companies on LinkedIn is disproportionately small compared to China’s economic scale.
II. What Do Companies Seek on LinkedIn?
Based on extensive client interactions, we have identified four primary needs of Chinese B2B companies when going global on LinkedIn:
1. Lead Generation: Directly acquiring local distributors and promoting products or services through the LinkedIn platform;
2. Strategy and Tactics: Gaining insights into LinkedIn marketing techniques to empower internal teams to manage operations effectively;
3. Regular Operation: Routine content planning, creation, and distribution, without significant localization efforts;
4. Pure Distribution: Viewing LinkedIn as a minor component of the overseas social media matrix, preferring to handle content distribution internally rather than outsourcing, without any pressing time constraints.
Understanding your company’s current stage and the objectives you aim to achieve on LinkedIn sets the tone for your operational strategy!
III. How to Evaluate the Necessity of Engaging a LinkedIn Operations Vendor?
Regardless of the client’s project background, corporate context, and differentiated needs, Landelion delves deeply into project requirements from the outset. Through our consultations, we have identified three scenarios where engaging a LinkedIn vendor becomes essential:
1. Unified Strategy vs. Limited Resources: Large brands require a consistent global social media strategy and matrix. Managing multiple social media accounts across various regions can be challenging, particularly when resources are limited;
2. Insufficient Operational Capabilities: Small and medium-sized companies often lack English-language and overseas social media expertise necessary for effective content operations. They seek professional assistance to enhance content operations;
3. Executive Support: Leadership recognizes the strategic value of LinkedIn for B2B companies and is willing to invest early and strategically, placing significant importance on the long-term benefits of content marketing for building an overseas brand and acquiring customers.
Before taking the first step, clearly outlining future challenges, expectations, and optimal solutions can make LinkedIn operations less daunting.
As an experienced cross-border communication service provider, Landelion offers one-stop overseas social media operations services for businesses venturing abroad. If you have any needs related to overseas marketing or social media operations, please feel free to contact us at +86 400 097 8816 or email marketing@landelion.com.