Millions of Chinese are using Zhihu in their daily lives for searching answers and sharing knowledge. But how can we utilise such a powerful platform in our B2B market? In this blog post, we’ll discuss how to use this popular knowledge-sharing platform - Zhihu to reach business-to-business (B2B) customers, what types of content to create, and how to promote it to the right people.
Understanding the B2B Marketing Landscape in China
Before revealing the Zhihu's “power” in boosting B2B marketing, businesses need to understand the B2B marketing landscape in China if they are to succeed in the market. This means gaining an understanding of the cultural context, the expectations of Chinese buyers, and the various platforms used to reach them. B2B marketing in China differs significantly from other markets, and as such businesses must be aware of the challenges they face when engaging B2B customers. This includes understanding the importance of relationships and networks, as well as being aware of how B2B products are sold through complex sales cycles and B2B channels. Additionally, businesses need to understand how B2B platforms such as Weibo and Baidu are influencing Chinese B2B buyers. By doing so, companies can create effective B2B strategies that will attract and retain Chinese customers.
Chinese buyers tend to want relationships with suppliers which are characterised by trust, stability and reliability—and so businesses must ensure that they develop a long-term trust relationship with their customers when engaging in B2B marketing activities. B2B marketing in China is a challenge for many companies as the culture and language are different from other countries. Companies must ensure that they are correctly engaging with their customers on Chinese social media platforms and investing in building trust-based relationships. Furthermore, B2B companies should ensure that they are constantly monitoring customer preferences and trends to remain competitive and up-to-date with the Chinese market. B2B marketing in China is a unique opportunity for businesses to take advantage of, so long as they have the right strategies in place to build strong relationships with their customers.
Average monthly active users (MAUs) of Zhihu Inc. in China from 1st quarter 2021 to 2nd quarter 2023（source: Statista)
Social media platforms such as Zhihu, WeChat, Weibo and QQ are popular in China and can be used as effective tools for engaging with Chinese buyers; businesses should use these platforms judiciously and creatively to ensure maximum reach and impact within their target audience, making them viable marketing options for businesses looking to engage with Chinese buyers.
Leveraging Zhihu for Business-to-Business Visibility
Zhihu is a question-and-answer platform that has gained considerable traction in China's online community. It allows users to ask questions on various topics, and other users can provide answers based on their knowledge and experience. The platform has become a valuable resource for people seeking information and insights on a wide range of subjects, from technology and finance to art and culture.
One of the most distinctive features of Zhihu is its content-centred community, which fosters discussion and knowledge-sharing among users with similar interests. Unlike other social media platforms that prioritise user-generated content, Zhihu places greater emphasis on the quality and relevance of the content posted. This has led to a vibrant and engaged community of users who are passionate about their respective fields and are eager to share their knowledge and insights with others.
Using Zhihu as a B2B marketing tool can be beneficial since it has a large user base in China, with over 97 million monthly active users. Organisations looking to reach a wide range of Chinese audiences can do so by leveraging Zhihu’s marketing capabilities. By understanding the different marketing solutions offered, B2B marketing strategies can be tailored to target key audiences. Organisations can also utilise Zhihu’s marketing resources, such as its marketing experts and analytics, to ensure their B2B marketing efforts in China are most effective. By utilising Zhihu as a marketing tool, organisations can maximise their marketing reach in China, making it a valuable and beneficial marketing strategy.
By having an active presence on Zhihu, businesses can increase their visibility to their target market by staying up-to-date with the latest trends and engaging in relevant conversations. This will help to build brand awareness and trust with potential customers. Similarly, businesses looking to gain visibility in the Chinese B2B market should take advantage of the platform Zhihu. By having an active presence on the forum, businesses can stay on top of the latest trends and build trust with their target demographic.
Exploring the Benefits of Zhihu for B2B Marketers
Zhihu is a popular question-and-answer platform in China with a large and growing user base. For users, Zhihu is a valuable source of professional knowledge and resources. The platform has built a high level of user trust and loyalty due to its expertise-focused content. For businesses, this means that marketing and advertising on Zhihu can be highly effective. When users obtain brand information from authoritative industry experts on Zhihu, it enhances their confidence and loyalty towards the brand. By leveraging Zhihu's features and credibility among users, companies can establish thought leadership and gain customer trust and goodwill.
First, companies can create accounts on Zhihu and post long-form content such as the history of the brand and behind-the-scenes stories of product development. By giving users a glimpse into the company's values and culture, brands can foster an emotional connection with audiences.
Second, companies can participate in Zhihu's question-and-answer section to establish thought leadership in their industry. When users ask questions related to the company's products or services, the brand account can provide insightful answers with expertise. Over time, the brand becomes a go-to resource for users to get questions answered. For example, a smartphone company can answer technical questions about their phones and discuss the latest trends in mobile technologies.
Third, companies can run display ads on Zhihu to increase brand awareness and reach potential customers. Zhihu allows image ads, text ads, and sponsored content in user feeds and search results. Since ad formats mimic the style of organic content on the platform, they appear native and less disruptive to user experience. With Zhihu's large user base and the relevance of its content to users' interests, advertising on the platform can be an effective way to capture attention and drive clicks.
Last but not least, companies can interact with Zhihu users by commenting on and liking content. When users mention or talk about the brand, the company can join the discussion, address any issues, and express appreciation for the engagement. By maintaining an active presence and building positive relationships with the Zhihu community, brands can gain user goodwill and word-of-mouth promotion. Braun's case is one of the examples of using this promotion strategy.
Creating an Effective Content Strategy on Zhihu
As Zhihu is a user-generated content platform, the key to successful content marketing is delivering content that is useful to the community. Firstly, B2B marketers should analyze their target audience's needs, concerns, and pain points and create content that offers practical solutions and insights. For example, if the audience is managers interested in productivity and leadership, the content could include tips and case studies on effectively managing teams or implementing new processes.
Secondly, reaching out to influential users known as Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) is an effective way to generate brand-related content on Zhihu. Marketers can work with KOLs and KOCs who have authority in their industry or product category to co-create content such as answers to common questions or posts on trending topics. The endorsement and recommendations from these influencers can help build the brand's image and credibility.
In addition to partnering with influencers and creating useful content, marketers can run native ads that match the style of organic content on the platform. Zhihu's format as a content-sharing community lends itself to multiple marketing tactics, the company can therefore engage users by commenting on and liking content, provide customer service through the question-answering function, and hold online events such as live streams or AMA sessions. A comprehensive strategy that utilises Zhihu's diverse features will be more impactful than a single approach.
Conclusion
To sum up, Zhihu is an excellent platform for B2B companies to reach their customers and showcase their expertise in the Chinese market. By publishing relevant and useful content on the platform, B2B companies will be able to create meaningful conversations with their audience and ultimately drive more sales. At Comms8, we have years of marketing experience for B2B brands, including data managing systems, cloud energy, sustainability, and cloud energy. As experts in Chinese marketing, we help brands effectively reach Chinese audiences. With our knowledge of Chinese culture and digital marketing platforms, we enable brands to succeed in China's expanding advertising market. By understanding local audiences and leveraging key opportunities, we develop impactful campaigns that resonate with consumers and achieve brands' marketing objectives in China.