Overseas social media marketing = audience x content x channel.
Huawei’s overseas social media marketing
Huawei is a world-leading provider of ICT (information and communication technology) infrastructure and intelligent terminals, committed to bringing the digital world to everyone, every family, and every organization, and building an intelligent world where everything is connected. As a traditional B2B technology company, Huawei has been pursuing its own business transformation while also exploring marketing transformation. In the past three years, Huawei has followed the development trend of the times and started to lay out digital marketing.
As an important part of digital marketing, Huawei has applied its digital marketing framework to carry out excellent practices in this field. From the construction of the underlying platform, a powerful data analysis technology platform, to in-depth content production and website operation, to the selection and management of all channels, including search, delivery, and social media, Huawei has carried out a reasonable layout to obtain greater traffic and more exposure while ensuring that the brand tone is in line with the brand. In this process, Huawei has cooperated with many expert teams and overseas social media marketing companies.
Huawei’s marketing goals are divided into three levels: building brand influence, building brand reputation, and exploring potential sales opportunities. Therefore, Huawei conducts overseas social media marketing practices through audience, content, and channels.
1. Find the right audience
The first step to reach a brand is to understand where the audience is. Today, B2B decisions are often made by decision-making committees, which include managers, experts, or technicians from different departments. Since decisions involve results at the enterprise level, decision makers will inevitably be influenced by various information and multiple forces during the decision-making process.
Huawei’s marketing department deeply understands that the audience is not only customers, but also third parties such as the media, and company employees are also important audiences. On various social media marketing platforms, Huawei uses LinkedIn’s precise targeting technology to deliver content to customers and partners at different levels; encourages company employees to spread brand content, obtain and win media value; and reach a wider audience in a comprehensive workplace ecosystem, including media, think tanks, etc. All audiences have more or less influence on customers’ purchasing decisions.