Does inbound marketing work in China?

Inbound marketing can work in China, but it is much less effective than it is in the West and ‘lead nurturing’ basically doesn’t exist.

It’s no secret that inbound digital marketing is one of the most effective strategies for marketers looking for ROI. Unfortunately, the same cannot be said in China where paid search results are favoured over organic results, and many platforms like Baidu make advertising so important it’s almost not worth the time to create inbound content. In China, you will need to consider more advertising, less content and much, much shorter conversion funnels with leads wanting to speak to someone directly on WeChat immediately, or they will go somewhere else. Inbound does exist in China but mostly in the form of social media campaigns, chatbots and WeChat articles.


To find out more about marketing strategy in China, please speak to one of our experts.