In recent years, Chinese social media platforms have started integration with Baidu, the largest search engine in China. As a result, more and more contents on these platforms appear in the search results of Baidu. This requires us to think about a new topic: social media marketing on Baidu.
What is social media marketing on Baidu
Baidu is a search engine with a series of products. Although it doesn’t have much nature to be a social media, it does integrate well with social media platforms. Nowadays, you can find links of almost major Chinese media platforms in the search results. For example, WeChat, Weibo, Xiaohongshu, Zhihu, Douyin, Bilibili, etc. If you are using multi-channel marketing, there is a good chance to benefit your search presence on Baidu.
Major social media platforms in China
What to expect from social media marketing on Baidu
Now that you are aware social media activities can benefit your Baidu behavior, what to expect? Traffic, of course. It doesn’t matter traffic goes to which media as long as you are having more visitors. Both B2B and B2C businesses need quality traffic to convert to leads or orders.
How to coordinate multi-channel marketing with Baidu
Firstly, don’t jump into all major Chinese social media platforms. This could easily become a huge mistake for many new brands in China. Take a step back and analyze where your target audience is focused.
Secondly, when you have a list of social media platforms suitable for your brand, establish presence on them step by step. Here, step means a baby step. You don’t want to split your energy too much on multiple objects at the beginning.
Thirdly, remember to embed target keywords in posts and videos of social media. Baidu presents results according to terms people search which are usually target keywords for brands. As long as we embed target keywords according to SEO rules, these posts or videos will also have a chance to appear. Yes, they can appear both in social media platforms and on Baidu. Double chances of exposure, very impressive!
Last but not least, build a realistic user journey that favors conversion. Everything Marketing does is about conversion. Never forget your goals!
Frequent questions
Question: Can we use the same target keywords on social media as those of Baidu
Answer: Yes, and also we recommend that. This is a good way of securing more traffic from Baidu.
Question: How can I determine which social media platforms to start with?
Answer: It depends on the business your brand is in. Feel free to consult us if you have difficulty identifying suitable targets.
If you desire to know more about our Baidu SEO services, please feel free to reach us via service@baiduseopro.com
