Wealth Without Borders Podcast

How can you be sure that your business will do well in China? What is the perfect and practical approach to marketing in China that will help you bring more sales and income into your business? 

The marketing approach that works best in America may not be the best approach here in China. Marketing your content and building your brand using a Chinese approach will help you save bucks and will grow your business both in China and internationally. 

Mike Golden is the co-founder and China President of Brandigo, which is a marketing communications agency, which has its China office in Shanghai. Mike's been based in Shanghai for the last 18 years. 

In this episode, Mike shares his insights on how to approach the complications of marketing in China in a simple and practical way by understanding your target audience, building digital campaigns and content that works in China, building awareness, and getting leads in China. 

What you will learn from this episode: 

• Learn how to market your business in China without wasting too much money 
• Discover how to build digital campaigns, and content that works in China 

• Know more about practical China marketing that can help you gain more customers specifically in China

"Test out different types of meditation. And then, choose one and stick to that."  

- Fionn Wright 

Topics Covered: 

01:37 - Mike defines his ideal client 

02:45 - Problem Mike solves for his clients: Building awareness and getting leads in the Chinese context 

03:33 - Applying the correct approach in marketing, why coming out with a Chinese approach but with a global understanding is important when expanding to China 

04:17 - Starting off with poor localization and not understanding their local audience in China, one of the common mistakes people make trying to solve the problem of China marketing 

05:11 - Mike’s Valuable free action: “I think a good action they can take and this is some part what we do to help our clients, they can also do themselves to some degree, is really talk to people, their target audience, their target customers, get them in a room or give them a call and dig into what type of channels they actually use.” 

06:13 - Mike’s Valuable free resource: Go to Newrank.cn to see the live listing of social media channels 

07:29 - Books alert: Advertising by Ogilvy and The Sales Playbook by Jack Daly 

08:15 - Question that should have been asked to Mike: How do we grow our WeChat channel?

Key Takeaways: 

“A good action they can take and this is some part that we do to help our clients, but you know, they can also do themselves to some degree, is really talk to people, their target audience, their target customers, get them in a room or give them a call and dig into what type of channels they actually use.” - Mike Golden 

“We recommend getting out there and talking to your customers, talking to your sales team if you have one here, and really see what they're interested in because it might surprise you. It's not always what you think it's going to be.” - Mike Golden 

People / Resources Mentioned: 

• Advertising by Ogilvy 
• The Sales Playbook by Jack Daly 

Ways to Connect with Mike Golden: 

• Website: https://brandigo.com/ 
• LinkedIn: https://www.linkedin.com/in/shanghaigolden/ 

Ways to Connect with Howard Whiteson: 

• Website: http://www.wealthwithoutborders.net    
• Podcast: https://wealthwithoutborders.net/podcast/  
• LinkedIn: https://www.linkedin.com/in/howardwhiteson