Chinese speaking investors are the fastest growing investor communities in Canada amp; United States. Increasing number of companies such as fund managers, real estate companies and mining companies are interested in reaching these communities.
You can observe this by looking at how many financial services companies are adding a Chinese language website as a way to attract customers. This ranges from HSBC, Scotiabank, Royal Bank of Canada to organizations like Toronto Stock Exchange and Nasdaq.
How do you reach Chinese investors in these markets?
Newspapers ‘” The main challenge for newspapers is duration. Advertisements can only last for a very short period of time, but advertorials can sometimes generate good level of interest on particular products.
Banners ‘” It may work sometimes, but usually only have limited exposure period, it is good for branding, but may not be the best way to promote certain investment opportunities.
Google Ad word ‘” Google Adword did not work well in the Chinese market, but in the English market.
Articles Marketing ‘” This is definitely the most active web marketing technique, we send out regular company updates, articles and this has generated significant number of responses; you can reach Chinese investors by posting on various Chinese language websites and forums based in North America.
Blogs ‘” This is also very cost-effective, I now write daily or at least weekly diaries ‘” and publish them on Chinese website, this has generated consistent traffic ‘” you may not get instant hits, but it will build up loyal subscribers over time. If you combine with Blog marketing, you can post articles on related financial blogs, and add comments on financial blogs. We had implemented this for some mutual funds and IPOs, and it has increased their traffic by more than 10 times in some cases.
Videos and Audios ‘” These are also very effective ways especially if you are conducting webinars or specific courses like investment strategies. One way to maximize this tool is to upload them on popular Chinese language news websites. You should also produce videos amp; audios in Chinese language instead of having them in English.