CHINA SMM specialists provide a full range of services to promote the franchise of the ballet schools «Ballet from two years old»In this article, we will tell you about the goals, tasks, mechanics of work, the results achieved, as well as what remains to be done. The goal of this project is to open a franchise of ballet schools «Ballet from two years old » in China. We have also set 4 main tasks:
Brand presence on various Chinese platforms (website on Chinese hosting, official accounts in social networks)
* Adaptation of content for the Chinese client* Promoting brand in China
Involvement of targeted Chinese customers
The website russianballet.cn. At the initial stage, we moved the website with information about the franchise to Chinese hosting, and translated all the information on the site into Chinese. Some of the materials had to be adapted to Chinese realities, especially the Q&A section. In each section on the site, the user is asked to fill out a request for details, leaving their name, email and contact number for communication. A mailing list with a more detailed description of the school itself, the success of its founders, and the concept of franchising is sent to the specified email. The email contains hyperlinks to download the business plan in excel-table format, as well as the company’s presentation. After the client provided all the materials in Russian, we translated them into Chinese, and also moved these files from google cloud services to similar Chinese services*. *All google services without a VPN are not available in China, including google docs and google drive.
Registration and verification of the official Weibo account. Presence in social networks today is an integral part of any business. The creation of an official Weibo account for this project was due to several reasons: — posting news, up to date information and increasing brand awareness among the Chinese (Weibo is the most popular Chinese social network. A network with more than 400 million active users — Weibo also allows you to create an advertising account, with which you can promote not only the account itself, but also the product produced by the company. After successfully completing and passing verification, we started filling in the account — set up the menu, changed the account address to a similar website, changed the avatar, cover and theme of the account, added information about the company, specified all contacts and made several posts.
Account registration on video platforms: youku, miaopai, translation and video posting. The customer had a wonderful Russian video about the concept of their ballet school and the proposed franchise, but in Russian. We had to translate the video into Chinese, insert the text as subtitles in the video, and post the video on Chinese video platforms so that Chinese people could view the video in China when they visited the company’s website (Youtube is blocked in China). In order to increase brand awareness, we engaged Chinese journalists who wrote an article about the founders of the school in the magazine新新新 (thecover.cn), and Tencent news made a video report
We also posted information about the school on various thematic portals. The last stage is the most effective in terms of attracting the target audience — Chinese people who would like to open a similar business in China and buy a school franchise — launching and preparing targeted advertising. We have created several banners in Chinese, which eventually lead the user to a website where they can get information about the school concept, the possibility of purchasing a franchise, and leave their contacts. At this stage, we have already launched ads on Weibo, and we will soon analyze the results of the advertising campaign. Baidu — one of the most time-consuming processes is creating a Baidu advertising account. It was necessary to collect all the documents provided by Baidu, translate them into Chinese, as well as make some changes on the site, in order to pass the requirements of Baidu. At this stage, the documents are thoroughly verified by Baidu and soon we will launch ads in the most popular Chinese search engine.
The advertising campaign for russianballet.cn in Baidu.Russian ballet school «Ballet from two years» promotion in China. RUSFAIR continues the comprehensive promotion of the franchise of the Russian ballet school for children «Ballet from two years» in China. You can read more about the stages of promotion in this release.In this release, we will tell you about the next stage of promotion — contextual advertising of the ballet school in Baidu. Baidu is the most popular search platform in China, so contextual advertising in Baidu is one of the most effective ways to promote your business online. Contextual advertising in Baidu is a more complicated process, than what we are used to seeing in Google AdWords and Yandex.Direct. Moreover, the registration process in the system itself is much more complex than in domestic and international programms. In accordance with Baidu’s policy, only one website can be promoted per account, so you need to register a separate Baidu account for each business, providing the necessary documents and meeting all Baidu requirements.The first step is to adapt the site to the requirements of Baidu — creating separate tabs with contacts and company information, editing the text content of the site (in the text, the content of such combinations as «the best product,» # 1 in the world, in your city», etc. shouldn’t be used). Further, if you register an account as a foreign company, you must translate the documents provided into Chinese. Russian ballet schools network company » Ballet from two years » has been registered in the territory of the Russian Federation that is why, the documentation was translated from Russian into Chinese. As a rule, advertisers do not need to have a domain .cn or ICP license, if we are talking about hosting outside of China. In our case with ballet school, we registered hosting russianballet.cn on the territory of Hong Kong. After passing the verification by Baidu, paying for annual maintenance (1500 yuan) and a minimum fee of 5000 yuan (which can then be spent later), the account is registered and you can already start advertising!Now all you have to do is select keywords and configure your ad campaigns, and then optimize them based on the results you get. We have launched 3 groups of companies with a different set of keywords (ballet school/dance school/children’s education) and the level of matching keywords. The goal of the ad campaign was to collect leads, so you also had to set a counter to collect the lead form in order to see the ad performance indicators and compare the percentage of users who clicked on the lead form and filled out this lead form. Thus, we were able to evaluate the effectiveness of Weibo and Baidu advertising of the Russian ballet school’s «Ballet from two years» franchise in China, which allowed us to prepare the most relevant plan for further promotion of this project. Ad campaign results and performance indicators are provided upon request.