B2B Business in the Vietnamese Market - Effective Marketing Strategies for Employment Agency and M&A Brokerage Business
We are often contacted by Japanese and other foreign companies regarding marketing activities when starting a B2B business in Vietnam.
We believe that in conducting marketing activities utilizing social media and digital content, it is necessary to understand the trends of Vietnamese companies and consider measures that take advantage of the strengths of our clients.
In this article, we will introduce specific marketing activities for two types of businesses that we have actually received inquiries about in the past, "Employment agency" and "M&A brokerage business" while also giving several examples of Vietnamese companies. In particular, we explain in detail the use of websites and media, which is one of our strengths regarding marketing support service, and finally, we summarize effective sales methods for attracting Vietnamese companies in each business.
We recommend that you figure out the marketing trends of competing Vietnamese companies, consider effective measures, set KPIs, and implement the PDCA cycle.
Please feel free to contact us if you require any support regarding this matter.
What are marketing methods for employment agency?
Practical use of website: structure and KPIs
Top employment agencies in Vietnam are split into 2 types:
- Jobs marketplace: some text
- Headhunter: some text
Employment agency websites tend to focus on 5 pages: Expertise and Experience, Services Page, Job Seekers, Employers Page, and Insights.
The design and content of your website should reflect your agency's brand and mission. Employment agencies in Vietnam will try to focus on some niches to maximize their performance like Addecco in Healthcare, Real Estate, and Personkelly in FMCG.
The five main components of a website are listed below, and KPIs can be set for each.
Practical use of media: Promotion and KPIs
Below are effective media in the Vietnamese market, how to promote using them, and KPIs that can be set.
Sales techniques for Vietnamese companies
This section summarizes effective methods for sales activities to Vietnamese companies, including the use of websites and media introduced above.
- Content Marketing: Updating job-hunting tips, job industry trends, candidate success stories, and top groups' expectations on your website and providing some free service to help candidates to improve their CVs or create some webinars with speakers from global corp.
- Social media: Improve your presence in customers’ mindsets by investing in social media with expert content and showing them your engagement with society or industries. Main focus: Facebook, Linkedin, Youtube Channel (Podcast, Webinar)
- Networking: Building a good connection from a personal account on social media like LinkedIn to connect with companies and job seekers. Regularly post relevant content, such as job postings, industry news, and job search tips.
- KOL’s voice: KOL is your customers with a high impact in their community, they can help you to expand your trust to other potential customers.
- Podcast: Invest, join, or sponsor podcast events to spread out the company’s brand to high-quality candidates.
What are marketing methods for M&A brokerage business?
Marketing the M&A brokerage business involves generating leads from Vietnamese companies that wish to sell their companies to foreign companies including Japanese companies, with the aim of acquiring customers.
Practical use of websites: structure and KPIs
Top M&A brokerage businesses in Vietnam are split into 2 types:
- Business/ finance consultantsome text
M&A Brokerage websites tend to be structured the same. They tend to focus on 4 pages: Expertise and Experience, Reputation and Credibility, Services Offered, and Insights.
But it depends on which types you focus on to show how quality you are and which pages you highlight on your website. For example, legal advisers will focus on expertise and experience, while financial/business advisers will focus on reputation, credibility, and network connections.
The Mission Statement and Value Proposition are crucial elements of a website because it tells visitors why they have to choose you over the competitors. An attractive story with a clear message will reinforce your brand reputation.
The four main components of a website are listed below, and KPIs can be set for each.
In order to collect leads, the content and website experience must attract customers.
This is the long-term process to collect the deal and the business works on the trust so blog sessions as Insight page are very important cause they will establish your expertise and build trust based on what we give to your customers. Besides that, the blog will help the website to improve SEO based on Google algorithm EAT (Expertise, Authoritativeness, Trustworthiness).
Practical use of media: Promotion and KPIs
Below are effective media in the Vietnamese market, how to promote using them, and KPIs that can be set.
Sales techniques for Vietnamese companies
This section summarizes effective methods for sales activities to Vietnamese companies, including the use of websites and media introduced above.
- KOL’s voice: In the business building from trust, KOL’s voice is very important to determine your brand’s positioning. If you can find a brand representative from the professor/PhD from the university or from investors it will be the best case.
- Webinar/Podcast: One of the best ways to increase lead and brand awareness. It’s cheaper than trade-show/seminar and brings faster efficiency than other techniques.
- Blog learning center/Insight: Tech start-up is a trend in Vietnam now. Since most of the founders are in technology, biotech, or Mechanical, they are lacking knowledge about laws and finance. If you can be the place they visit every week to learn something new or bookmarks, it will be one of the best ways to make sales.
- Social media: Improve your presence in customers’ mindsets by investing in social media with expert content and showing them your engagement with society or industries. Main focus: Facebook, Linkedin, Youtube Channel (Podcast, Webinar)
- PR: Booking top articles about finance or business such as vneconomy.vn, https://cafebiz.vn/, https://cafef.vn/ to increase your brand’s trust and awareness.
