As Digital Marketing Manager and then Director of Digital Marketing startup Attract China, I was charged with creating a strategic plan to drive leads for the North American B2B business, while supporting the Beijing based B2C business.

My first action was to create brand alignment, ensuring that all communications were in the same tone, format and voice. As a startup, Attract China had been nimble and made many changes to quickly pivot as they learned the needs of their client. This realignment brought all these changes together to create a brand identity that would be a red thread for the strategy. This brand alignment included an overhaul of the website, including better user design and experience, detailed SEO and tracking and creation of space to become a hub of information of the knowledge hungry market.

As one of the first to market directly to the Chinese consumer for American brands, Attract China had become a thought leader and my strategy was to use this leadership to drive sales leads via the website using content and inbound marketing. We did this by increasing the quality and amount of content to carry the message that Attract China was a thought leader. Working with team, I increased the number of blog posts, launched a successful eBook and developed informational and visual content for clients and prospective clients. I also created monthly webinars on timely topics to engage with the growing community interested in reaching the Chinese market.

The increase in quality content enabled us to increase our reach across social media platforms and to drive inbound marketing via HubSpot.

Our social media platforms weren’t consistent, and so I worked with my team on the creation of an in-depth content calendar that drove 60% more traffic to the website. This continued to support the growth of the website as a hub of information on the Chinese market.

Using HubSpot, I created sales funnels and worked with the sales team to ensure that the customer journey from start to finish was well considered. This included the integration of social media and provided a strong base to drive qualified leads that the sales team then converted into customers for the popular map available in US cities, as well as the Chinese consumer facing website.

One of the biggest opportunities in this role was collaborating with the team in Beijing to ensure that messaging between the B2B and B2C markets were consistent, and that the teams were working with the feedback from North American clients as they created content for the Chinese traveler.