1 00:00:00,660 --> 00:00:03,900 South Korea is a country situated in East Asia that has a 2 00:00:03,900 --> 00:00:06,900 highly developed, export driven economy that ranks among the 3 00:00:06,900 --> 00:00:10,920 world's largest so what should B2B marketers operating in North 4 00:00:10,920 --> 00:00:13,500 America or Europe take into account when they expand into 5 00:00:13,500 --> 00:00:16,980 markets like South Korea? What cultural and linguistic nuances 6 00:00:16,980 --> 00:00:22,784 should they consider? Welcome to this episode of the B2B 7 00:00:22,784 --> 00:00:22,981 Marketers in the Mission podcast, and I'm your host, 8 00:00:22,981 --> 00:00:25,545 Christian Klepp. Today I'll be talking to Hyein Yoon, who will 9 00:00:25,545 --> 00:00:28,605 be answering these questions. She's the founder of HY 10 00:00:28,605 --> 00:00:32,565 marketing with proven expertise in the Korean market. Tune in to 11 00:00:32,565 --> 00:00:35,925 find out more about what this B2B marketers mission is. 12 00:00:41,000 --> 00:00:47,420 Okay. Hyein Yoon. Annyeonghaseyo (Hello), welcome to the show. 13 00:00:49,520 --> 00:00:51,020 Yeah. Thank you for having me here. 14 00:00:52,280 --> 00:00:56,480 It's a great pleasure to have you on I think you get an award 15 00:00:56,480 --> 00:00:59,660 for being the first person that I'm interviewing from South 16 00:00:59,660 --> 00:01:00,200 Korea. 17 00:01:01,310 --> 00:01:02,330 So much pleasure. 18 00:01:03,260 --> 00:01:06,260 Very, very, very exciting, very exciting. And I really 19 00:01:06,260 --> 00:01:08,840 appreciate you taking the time to be on the show, because I 20 00:01:08,840 --> 00:01:12,440 know it's a little bit late on your side of the world, and it's 21 00:01:12,440 --> 00:01:16,520 so interesting. You know, when we have podcasts like this and 22 00:01:16,520 --> 00:01:20,540 conversations like these in these so called Modern Times, 23 00:01:20,540 --> 00:01:23,090 because, you know, we can be talking to anybody around the 24 00:01:23,090 --> 00:01:27,890 world at different times, and it's and I think it makes it it 25 00:01:27,890 --> 00:01:30,230 makes it interesting, but I think also what makes it very 26 00:01:30,230 --> 00:01:32,990 interesting, and we're going to get into that in today's 27 00:01:32,990 --> 00:01:37,820 conversation, is that we're all B2B marketers working in 28 00:01:37,820 --> 00:01:41,000 different markets, and it's very important for us also to 29 00:01:41,000 --> 00:01:44,360 understand, especially here in North America where I'm based, 30 00:01:44,720 --> 00:01:47,330 it's very important for marketers to understand that 31 00:01:48,920 --> 00:01:53,180 what may have been successful in this market might be a 32 00:01:53,180 --> 00:01:56,810 completely different situation than them in another market, 33 00:01:56,840 --> 00:02:00,830 right? So I guess we're going to get into that today. So let's 34 00:02:00,830 --> 00:02:03,050 dive in. I'm really looking forward to this conversation. 35 00:02:03,470 --> 00:02:05,780 Yeah, I'm so excited about this. Let's do this. 36 00:02:05,960 --> 00:02:09,710 Okay, fantastic. So Hyein, you're, you're on a mission to 37 00:02:09,710 --> 00:02:12,590 help companies scale their brands through strategic 38 00:02:12,590 --> 00:02:17,090 marketing in Korea, so in South Korea. So for this conversation, 39 00:02:17,960 --> 00:02:21,290 as I just said, We, we'd like to focus on the following topic, 40 00:02:21,290 --> 00:02:25,520 which is how B2B companies can build a successful content 41 00:02:25,520 --> 00:02:29,630 strategy for the Korean market. So I'd like to kick off this 42 00:02:29,630 --> 00:02:32,360 conversation with two questions, and I'm happy to repeat them. 43 00:02:32,660 --> 00:02:37,040 Okay, so first question is, wow, and we can talk about this one 44 00:02:37,040 --> 00:02:43,220 for hours, but just give us some top level answers. What are some 45 00:02:43,220 --> 00:02:47,510 of the key differences between B2B marketing in the west and 46 00:02:47,510 --> 00:02:50,420 Korea? So that's the first question. And the second 47 00:02:50,420 --> 00:02:53,960 question is, what are some misconceptions that B2B 48 00:02:53,960 --> 00:02:57,320 companies have about doing business in Korea? 49 00:02:58,860 --> 00:03:02,520 All right, that's actually great questions, and I'm ready to 50 00:03:02,520 --> 00:03:06,720 answer everything possible to answer for the first question, 51 00:03:06,720 --> 00:03:10,200 actually, you have to understand that we have very difference 52 00:03:10,380 --> 00:03:15,060 between individuality and then collectiveness. And actually, 53 00:03:15,060 --> 00:03:18,660 when I visited the US for the first time, I realized so many 54 00:03:18,660 --> 00:03:23,925 things that we can actually make our customized plan, even at the 55 00:03:23,985 --> 00:03:28,005 restaurant, like you can make your customized burger sauce, 56 00:03:28,365 --> 00:03:33,645 the bun, bread or ingredients possible. But whereas in Korea, 57 00:03:33,765 --> 00:03:36,525 we don't really prefer that option, it's really 58 00:03:36,525 --> 00:03:40,245 uncomfortable to choose everything possible. For 59 00:03:40,245 --> 00:03:43,950 example, the subway, the sub sandwiches, they actually 60 00:03:43,950 --> 00:03:47,670 entered Korea, and they didn't even realize that things like 61 00:03:48,510 --> 00:03:51,630 giving the options possible is really making uncomfortable 62 00:03:51,630 --> 00:03:56,130 customers. So they have to make the options to have the set menu 63 00:03:56,130 --> 00:04:00,150 combo. So you actually choose the numbers and then you get the 64 00:04:00,390 --> 00:04:03,690 all of the things ready made for you. You don't have to choose. 65 00:04:03,810 --> 00:04:08,355 That was actually interesting story. So if I can go into more 66 00:04:08,355 --> 00:04:12,795 about the B2B market, we actually have some key factors, 67 00:04:12,795 --> 00:04:18,675 like hierarchical system and then result trust focused and 68 00:04:18,675 --> 00:04:19,995 the relationship driven. 69 00:04:20,320 --> 00:04:24,820 So actually, when I had a conversation with one of our 70 00:04:24,820 --> 00:04:28,120 guests on our podcast, he actually once mentioned this, 71 00:04:28,120 --> 00:04:31,060 and then this is kind of like overview that you can think of 72 00:04:31,060 --> 00:04:35,680 Korea really easily. So for example, when he have a 73 00:04:35,680 --> 00:04:39,700 conversation and then have a meeting for the first time, he 74 00:04:39,700 --> 00:04:43,945 maybe can share about the whole pictures about the companies or 75 00:04:43,945 --> 00:04:47,365 services or products, but after the first meeting, he will 76 00:04:47,365 --> 00:04:51,025 really not mention about the product or being salesy all the 77 00:04:51,025 --> 00:04:55,405 time until the prospect mentioned about what was your 78 00:04:55,405 --> 00:04:58,705 product you are talking about before. Can you talk about them 79 00:04:58,705 --> 00:05:02,245 more like because. We really value building a relationship 80 00:05:02,245 --> 00:05:05,650 first, not about really directness or, you know, being 81 00:05:05,650 --> 00:05:09,970 salesy or saving time. So it's important to building the trust 82 00:05:09,970 --> 00:05:13,930 signal in the beginning, and then also in B2B market. When I 83 00:05:13,930 --> 00:05:18,070 had another conversation with someone specializing in sales 84 00:05:18,070 --> 00:05:22,630 and marketing from IBM, Korea, which is the biggest company in 85 00:05:22,630 --> 00:05:25,450 the world. She also mentioned that even if the company 86 00:05:25,450 --> 00:05:29,050 suggested you have to do everything online, but she 87 00:05:29,050 --> 00:05:33,115 didn't agree with that, because she understand this, you know, 88 00:05:33,115 --> 00:05:36,775 hierarchical system, relationship driven system, so 89 00:05:36,955 --> 00:05:41,155 once you actually have a cold call or cold email, first she 90 00:05:41,155 --> 00:05:45,235 will be present offline, and then setting up meeting offline, 91 00:05:45,355 --> 00:05:49,135 so that you can actually make a relationship first, and then 92 00:05:49,135 --> 00:05:53,380 report. And then, you know, saving energy to have, you know, 93 00:05:53,380 --> 00:05:58,540 more meetings further for from the get go. So it's important to 94 00:05:58,540 --> 00:06:02,260 have your presence offline. And then, of course, international 95 00:06:02,500 --> 00:06:06,340 business sometimes doesn't have presence in Korea, so that's 96 00:06:06,340 --> 00:06:09,700 why, maybe we can talk about later, having the local partner 97 00:06:09,700 --> 00:06:10,540 is important. 98 00:06:11,080 --> 00:06:15,940 And second question was about, yeah, the misconceptions that 99 00:06:16,180 --> 00:06:21,220 B2B companies have about. So this is actually also related to 100 00:06:21,220 --> 00:06:25,300 the key factors, for sure. And maybe you can think about online 101 00:06:25,300 --> 00:06:28,180 meetings are just fine, and then, you know, cold calls or 102 00:06:28,180 --> 00:06:31,360 cold emails, and then you set up the meetings all the time just 103 00:06:31,360 --> 00:06:34,600 online. But when you think about ROI (Return on Investment), 104 00:06:34,600 --> 00:06:37,825 actually, it makes sense just doing online. Maybe that's the 105 00:06:37,825 --> 00:06:41,545 cost effective that you can approach. But if we just don't 106 00:06:41,545 --> 00:06:45,085 know you at all, like you don't have any presence in Korea, we 107 00:06:45,085 --> 00:06:47,485 had to research about your companies all the time, like 108 00:06:47,485 --> 00:06:52,525 case studies or like website all of that, only to realize it just 109 00:06:52,525 --> 00:06:56,410 would, you know translations? Yeah, there with English 110 00:06:56,410 --> 00:07:00,190 sometimes. So it doesn't really make sense to us. 111 00:07:00,190 --> 00:07:06,370 And then the interesting part is that the English versus Korean 112 00:07:06,430 --> 00:07:10,690 language has different contexts, meaning English has a low 113 00:07:10,690 --> 00:07:16,210 context versus Korean language as a high context. So when we 114 00:07:16,690 --> 00:07:20,815 talk about some sentences like or speaking actually, sometimes 115 00:07:20,935 --> 00:07:25,675 it doesn't mean the same way. So for example, when we say, let's 116 00:07:25,675 --> 00:07:29,395 catch up later, but we have a mind reading skill like which is 117 00:07:29,395 --> 00:07:34,375 we call Nunchi. This is actually registered in Oxford dictionary, 118 00:07:34,855 --> 00:07:38,575 and we don't really expect we are going to meet anytime soon. 119 00:07:38,575 --> 00:07:42,580 Or we can just say things because we want to be polite. So 120 00:07:42,640 --> 00:07:45,400 there are a lot of cultural nuances that you can think of. 121 00:07:45,760 --> 00:07:49,960 So online meetings are fine, or English is just fine, and 122 00:07:49,960 --> 00:07:53,740 translation is fine, something like we have to think about as a 123 00:07:53,740 --> 00:07:59,140 part of misunderstanding or misconceptions. And also 5% 124 00:07:59,140 --> 00:08:06,025 foreigners living in Korea in population, whereas 95% of our 125 00:08:06,025 --> 00:08:10,645 population is Korean, just who speaks Korean. mainly. That 126 00:08:10,645 --> 00:08:15,445 means, like, once we actually see English content, it's just 127 00:08:15,445 --> 00:08:18,625 like Alien messages to sometimes. And then when you 128 00:08:18,625 --> 00:08:22,525 Google about how fluent our English is on Google, you would 129 00:08:22,525 --> 00:08:25,945 actually think about like, Oh, it's just moderate. Oh, it's 130 00:08:25,945 --> 00:08:30,790 just okay. But when you come to Korea, it's not the case that 131 00:08:30,790 --> 00:08:35,530 you can actually have the imagination. And so most of 132 00:08:35,530 --> 00:08:39,370 time, like when we had a recent conversation with some prospects 133 00:08:39,370 --> 00:08:42,910 recently from Malaysia, Singapore, they actually wanted 134 00:08:42,910 --> 00:08:46,030 to test the water first. Like, oh, we are going to just put our 135 00:08:46,030 --> 00:08:48,910 content out there and then running advertisement all of 136 00:08:48,910 --> 00:08:52,915 that. But if you don't really understand, you know, Korean 137 00:08:52,915 --> 00:08:57,535 consumer psychology, and then they just run in English, we are 138 00:08:57,535 --> 00:09:00,175 just gonna, you know, scroll down and watch this. Like, I 139 00:09:00,175 --> 00:09:03,775 don't really understand, yes, so that's the key factors or scene 140 00:09:03,775 --> 00:09:05,455 we have to understand first, yeah. 141 00:09:05,000 --> 00:09:05,360 Yeah, yeah. 142 00:09:05,000 --> 00:09:14,840 You brought it up a little bit earlier, but I want to dig into 143 00:09:05,150 --> 00:09:09,634 Very, very interesting insights. It also reminded me, as I told 144 00:09:09,705 --> 00:09:13,905 you before, of my time in China, because there were similar 145 00:09:13,976 --> 00:09:18,247 challenges, right? Absolutely, like some of our clients back 146 00:09:14,840 --> 00:10:15,935 that a little bit, right? Because I think this is 147 00:09:18,318 --> 00:09:22,944 then that we're trying to launch something into the China market. 148 00:09:23,016 --> 00:09:27,286 Oh, we'll just advertise in English. I'm like, Okay, are you 149 00:09:27,358 --> 00:09:31,486 only targeting the English speaking expats? Because that's 150 00:09:31,557 --> 00:09:35,899 the only person that's going to read your ad, right? Like, if 151 00:09:35,970 --> 00:09:40,170 it's, if the ad is in English, it will, it will be ignored, 152 00:09:40,241 --> 00:09:44,298 right? And you brought up something very interesting that 153 00:09:44,370 --> 00:09:48,711 I wanted to go back to, because I had a similar experience in 154 00:09:48,783 --> 00:09:53,196 China. But I want to know more about your experience in Korea, 155 00:09:53,267 --> 00:09:57,751 similar to Chinese, the Korean language also is very especially 156 00:09:57,822 --> 00:10:02,164 because. Use, you know, your language uses characters. It can 157 00:10:02,236 --> 00:10:06,435 be very complex, but it's also very rich in meaning, right? 158 00:10:06,506 --> 00:10:09,710 Like, the characters have different meanings. 159 00:10:15,935 --> 00:10:19,055 something that a lot of Western B2B companies don't quite 160 00:10:19,055 --> 00:10:23,735 understand, that you cannot just wholesale, like do a wholesale 161 00:10:23,735 --> 00:10:29,555 translation of a piece of advertising. It's very important 162 00:10:29,915 --> 00:10:34,835 to understand how that will translate into the Korean 163 00:10:34,835 --> 00:10:39,560 language number one and number two, there has to be, there has 164 00:10:39,560 --> 00:10:42,980 to be some kind of adjustment to take what I call the bigger 165 00:10:42,980 --> 00:10:45,980 barrier than the language barrier, which is the cultural 166 00:10:45,980 --> 00:10:49,640 barrier, right? Because, well, what I'm trying to say is, 167 00:10:49,640 --> 00:10:52,400 because, again, from experience, right? You might, you might 168 00:10:51,560 --> 00:16:02,150 you have to build a strategy first, how you're going to 169 00:10:52,400 --> 00:10:55,820 translate something and then, okay, so here we've got the 170 00:10:55,820 --> 00:10:59,600 Korean version, but the translation doesn't necessarily 171 00:10:59,660 --> 00:11:05,225 take the cultural context into consideration. So over to you. 172 00:11:05,225 --> 00:11:08,885 My question is, have you experienced that and how, how 173 00:11:08,885 --> 00:11:09,665 did you deal with it? 174 00:16:02,150 --> 00:16:04,670 actually change, how you're going to actually choose the 175 00:16:04,670 --> 00:16:08,750 right platform for you to begin actually the advertisement, or 176 00:16:08,750 --> 00:16:11,570 even the copywriting, or messages, like unique selling 177 00:16:11,570 --> 00:16:15,890 point, like all of that. But they just want to copy and paste 178 00:16:15,890 --> 00:16:19,550 from the Western market. And then just put the advertisement 179 00:16:19,610 --> 00:16:24,155 first, and then see how it goes. And then afterwards, maybe we 180 00:16:24,155 --> 00:16:27,575 can have a conversation to optimize, yeah, something like 181 00:16:27,575 --> 00:16:30,575 that. But why you want to waste money first? Like, I just... 182 00:16:30,995 --> 00:16:34,655 Big mistake, big mistake. And I like that. You brought it up 183 00:16:34,655 --> 00:16:38,375 because that's a great segue into the next question about key 184 00:16:38,375 --> 00:16:41,375 pitfalls to avoid, right? You just, you just, you just brought 185 00:16:41,375 --> 00:16:44,375 up one of them. What are some of these other key pitfalls that 186 00:16:44,375 --> 00:16:47,600 you think B2B companies should avoid, and what should they be 187 00:16:47,600 --> 00:16:48,320 doing instead? 188 00:16:50,060 --> 00:16:54,261 Yeah, actually recently, when I had a conversation with one of 189 00:16:54,329 --> 00:16:57,650 our guests, who were VP at Dropbox and Nitro, the 190 00:16:57,718 --> 00:17:01,649 Microsoft, he actually had the experience about, you know, 191 00:17:01,716 --> 00:17:05,851 helping international expansion to Japan and Korea. And then, 192 00:17:05,918 --> 00:17:09,985 actually, they didn't realize that NAVER, our search engine, 193 00:17:10,052 --> 00:17:13,915 is the main search engine in Korea. So they were actually 194 00:17:13,983 --> 00:17:17,507 doing advertisement on Google all the time. And then 195 00:17:17,575 --> 00:17:21,370 afterwards, you know, the conversion or ROI was not that 196 00:17:21,438 --> 00:17:25,166 good. And then later, they decided to pivot our we need 197 00:17:25,233 --> 00:17:29,029 NAVER right now. So they actually wasted a couple budget 198 00:17:29,097 --> 00:17:33,027 in the beginning. And then they are such a big company, so 199 00:17:33,095 --> 00:17:36,823 probably it could be not about, like, less than $100 or 200 00:17:36,890 --> 00:17:41,296 something like, it could be like $1000s, you know, budget, right? 201 00:17:41,363 --> 00:17:45,430 So it's important to have the right platform strategy first, 202 00:17:45,498 --> 00:17:48,818 because in Korea, we have a Kakao messenger, chat 203 00:17:48,886 --> 00:17:52,953 application, and also the NAVER search engine, you know, not 204 00:17:53,020 --> 00:17:57,154 about Google, of course, Google. We use Google for sure, like 205 00:17:57,222 --> 00:18:01,017 when we don't want to feel like we don't want to see any 206 00:18:01,085 --> 00:18:04,948 advertisement on NAVER because NAVER is so saturated with 207 00:18:05,016 --> 00:18:09,421 advertisements all the times, or young generations prefer to just 208 00:18:09,489 --> 00:18:13,284 type some keywords on Google just to see organic content 209 00:18:13,352 --> 00:18:17,622 there. Yeah, it could happen a lot, but most of time we have an 210 00:18:17,690 --> 00:18:21,281 application, the NAVER application on our mobile. And 211 00:18:21,349 --> 00:18:25,483 then when we want to search for some specific reviews or, you 212 00:18:25,551 --> 00:18:29,414 know, certain case studies, or even just, um, buying some 213 00:18:29,482 --> 00:18:32,600 products, there we usually go for NAVER first. 214 00:18:32,780 --> 00:18:36,560 So if you don't really optimize your all of the you know, 215 00:18:36,560 --> 00:18:40,580 product pages or services pages or case studies, or even your 216 00:18:40,580 --> 00:18:44,780 website, or simple things about from your product for sure, 217 00:18:44,780 --> 00:18:48,800 like, if it just not visual on neighbor, you are actually 218 00:18:48,800 --> 00:18:52,880 missing tons of opportunities. So yeah, I can talk about more 219 00:18:52,880 --> 00:18:56,045 action steps for sure, more technical things that you could 220 00:18:56,045 --> 00:19:00,305 do later, how to audit. But yeah, this is something that you 221 00:19:00,305 --> 00:19:03,965 have to really be mindful about ignoring the platform reality. 222 00:19:04,265 --> 00:19:07,925 And then the thing that I mentioned earlier, like copy 223 00:19:07,925 --> 00:19:12,065 pasting from the Western market is, like, such a huge, big 224 00:19:12,065 --> 00:19:16,505 mistake. Like, we need the localization strategy. Even the 225 00:19:16,505 --> 00:19:20,630 McDonald's know how to do this. Like, they usually collaborate 226 00:19:20,630 --> 00:19:25,130 with local partners, like they actually, let's say the cabbage 227 00:19:25,190 --> 00:19:29,750 is from some certain produce in Korea. This is really special. 228 00:19:29,750 --> 00:19:32,810 And then we want to part of this community like that, kind of, 229 00:19:32,810 --> 00:19:36,890 like a feeling that, like we are expecting. And then the another 230 00:19:36,890 --> 00:19:41,570 question is, why we have to even buy your services from overseas, 231 00:19:41,570 --> 00:19:45,755 because we all have the options, plenty of options here already. 232 00:19:46,055 --> 00:19:49,535 So you have, if you want to, like, convince us really hard, 233 00:19:49,535 --> 00:19:52,775 and then if you are serious about what you do, it's 234 00:19:52,775 --> 00:19:57,395 important to put the cultural nuances into all of the content. 235 00:19:57,755 --> 00:20:02,015 And actually the Duolingo. So the language app is really great 236 00:20:02,015 --> 00:20:08,240 at this. They optimize, localize every account possible. So once 237 00:20:08,300 --> 00:20:12,500 you go to Duolingo Korea or Duolingo Japan, we feel like 238 00:20:12,500 --> 00:20:16,160 this is not from overseas. It's part of our community, like a 239 00:20:16,160 --> 00:20:19,340 Korean marketing team. We can actually feel that. So if you 240 00:20:19,340 --> 00:20:23,300 can aim that actually building the fan or community, which is I 241 00:20:23,300 --> 00:20:26,240 usually recommend, like community targeting first, so 242 00:20:26,240 --> 00:20:30,845 that you can nurture the process, and then maybe they can 243 00:20:30,845 --> 00:20:34,325 spread the word, and then bring the network so that you don't 244 00:20:34,325 --> 00:20:37,925 have to actually put all the money all the time to run the 245 00:20:37,925 --> 00:20:42,245 advertisements. Actually, that's the key that we can do in this, 246 00:20:42,305 --> 00:20:43,625 you know, modern era. 247 00:20:43,000 --> 00:20:49,240 Yeah, absolutely, absolutely, take the local, I guess, also 248 00:20:49,240 --> 00:20:53,860 the digital ecosystem into consideration. And as you talked 249 00:20:53,860 --> 00:20:59,140 about before, understanding the link the language and cultural 250 00:20:59,140 --> 00:21:02,620 differences, right? Because it's not just about doing a wholesale 251 00:21:02,620 --> 00:21:05,620 like, okay, let's just translate whatever it was that we did in 252 00:21:05,620 --> 00:21:09,925 this market and just use it for Korea, right? I've seen that so 253 00:21:09,925 --> 00:21:14,185 many times, and I've seen and it's those haven't been very 254 00:21:14,185 --> 00:21:18,205 successful. I'm gonna say, right? You brought up something 255 00:21:18,205 --> 00:21:22,045 earlier, and that's a part of the next question. It's about 256 00:21:22,045 --> 00:21:25,285 selecting a local partner and the importance of finding one, 257 00:21:25,285 --> 00:21:28,285 right? So talk to us about that a little bit like, why is it 258 00:21:28,285 --> 00:21:31,150 important for B2B companies to work with a local partner or 259 00:21:31,150 --> 00:21:34,630 somebody who is familiar with the Korean market, somebody like 260 00:21:34,630 --> 00:21:38,890 yourself, and what should these companies look for in a partner? 261 00:21:40,160 --> 00:21:44,780 So first of all, if you hire the local partner, especially from 262 00:21:44,780 --> 00:21:49,520 Korea, the Korea a native Korean speaker, like sales manager or 263 00:21:49,520 --> 00:21:54,080 Korean marketing team, they already know how Korean market 264 00:21:54,140 --> 00:21:58,400 is working right now. Like trend all of like, we can actually 265 00:21:58,400 --> 00:22:01,985 find that the trending research on NAVER. It's actually 266 00:22:01,985 --> 00:22:06,125 completely free if you are up for it. And if you actually want 267 00:22:06,125 --> 00:22:08,885 to hire like Country Manager, they might have their own 268 00:22:08,885 --> 00:22:13,385 network, the business network. So even if you are really not 269 00:22:13,385 --> 00:22:17,465 running advertisement, let's say like YouTube, or YouTube is 270 00:22:17,465 --> 00:22:21,545 actually something that every generation are using in Korea, 271 00:22:21,545 --> 00:22:25,850 by the way, if you're not really just running advertisements like 272 00:22:25,850 --> 00:22:30,530 those platforms, you can be present in that network, and 273 00:22:30,530 --> 00:22:35,210 then you can be part of that network start. You can start 274 00:22:35,270 --> 00:22:40,010 selling stuff first, or making the first lead gen stuff first. 275 00:22:40,010 --> 00:22:43,370 Like you could try, like, a seven day free trial, even, 276 00:22:43,430 --> 00:22:46,970 like, you know, 14 day free trial, and then gather all of 277 00:22:46,970 --> 00:22:50,195 the testimonials. And then you could try putting that 278 00:22:50,195 --> 00:22:54,455 testimonials on your website, so you don't have to really waste 279 00:22:54,455 --> 00:22:57,755 your money for running advertisements from the 280 00:22:57,755 --> 00:23:01,475 beginning. Rather, you could just hit the community first. So 281 00:23:01,475 --> 00:23:06,395 that's kind of like way that you can save money or lowering 282 00:23:06,395 --> 00:23:10,655 risking everything possible. And also the marketing team, they 283 00:23:10,655 --> 00:23:14,420 understand how consumer psychology works here in Korea. 284 00:23:14,720 --> 00:23:20,000 So even though we really don't think about like research, 285 00:23:20,240 --> 00:23:25,460 because our, you know, DNA is from Korea, so it's not really 286 00:23:25,460 --> 00:23:30,140 big country here, to be honest. And then once certain content is 287 00:23:30,140 --> 00:23:33,605 going viral, if you don't know about it, you're not a Korean 288 00:23:33,605 --> 00:23:36,665 person here, that's actually important, actually something 289 00:23:36,665 --> 00:23:37,745 that you have to remember. 290 00:23:38,140 --> 00:23:42,880 So once, once viral content hit, like, let's say apple cider 291 00:23:42,880 --> 00:23:46,960 vinegar was something that trending recently, and then if 292 00:23:46,960 --> 00:23:52,000 you don't know about it, you are why you are here, like, it's 293 00:23:52,000 --> 00:23:55,360 kind of like awful. So you can have the all of the consumer 294 00:23:55,360 --> 00:24:00,745 psychology and data and even the trending research better, and 295 00:24:00,745 --> 00:24:03,565 especially if you don't know about the language itself, it's 296 00:24:03,565 --> 00:24:09,025 so hard to navigate the NAVER platform, even because the all 297 00:24:09,025 --> 00:24:14,185 the great content is stuck with NAVER, or the kaka or those like 298 00:24:14,185 --> 00:24:18,145 native platform first, and then in English, there is a little 299 00:24:18,145 --> 00:24:21,205 content out there that you can actually understand. So that's 300 00:24:21,205 --> 00:24:25,270 why I'm trying to publish the blog more, so that you can 301 00:24:25,270 --> 00:24:29,050 understand this navigation first. But yeah, that's kind of 302 00:24:29,050 --> 00:24:32,290 like something that maybe foreigners like struggling to 303 00:24:32,290 --> 00:24:35,410 understand this Korean market because of the language barrier, 304 00:24:35,530 --> 00:24:41,050 the cultural barrier, and also you have the very far distance 305 00:24:41,050 --> 00:24:44,470 barrier that you have to overcome. So having the right 306 00:24:44,710 --> 00:24:49,975 it's not gonna be the team, but maybe one or two person first 307 00:24:49,975 --> 00:24:53,695 like to begin with, or even the agency that you can collaborate 308 00:24:53,695 --> 00:24:56,875 with, can be the great option for you too, yeah. 309 00:24:56,060 --> 00:25:00,980 Okay, well, thanks for sharing that with us. Um, I had a follow 310 00:25:00,980 --> 00:25:04,400 up question for you, and it's when you've dealt with clients 311 00:25:04,400 --> 00:25:08,060 in the past, B2B companies that want to break into the Korean 312 00:25:08,060 --> 00:25:12,800 market, and they're trying to, like, gain new clients, or do 313 00:25:12,800 --> 00:25:16,640 this like lead generation. I think one of the things I'm sure 314 00:25:16,640 --> 00:25:19,385 prospects will ask them, especially if they're a foreign 315 00:25:19,385 --> 00:25:23,885 entity, is, do you have Korean market experience? Can you show 316 00:25:23,885 --> 00:25:28,385 us any case studies of how you help other clients in Korea? And 317 00:25:28,385 --> 00:25:31,025 they and they probably want to see that first before they 318 00:25:31,025 --> 00:25:33,005 decide to commit, right? 319 00:25:33,005 --> 00:25:33,665 Yep. 320 00:25:33,785 --> 00:25:37,685 So just from your experience, like, how do you, how do you, 321 00:25:38,165 --> 00:25:40,625 how do you deal with that? How do you, how do you help your 322 00:25:40,625 --> 00:25:42,830 clients with that, especially if they're new to the market, 323 00:25:42,830 --> 00:25:45,290 because if they're new, then that probably means they don't 324 00:25:45,290 --> 00:25:49,130 have a lot of local experience, and they don't have any case 325 00:25:49,130 --> 00:25:49,790 studies yet. 326 00:25:50,680 --> 00:25:55,660 So first things first, like, we need to really check where there 327 00:25:55,660 --> 00:25:59,320 is stage in you know, if it's about entering the market for 328 00:25:59,320 --> 00:26:03,100 the first time, like, we need to start from the market entry, 329 00:26:03,100 --> 00:26:07,060 consultation first. Like how we can help the research part, the 330 00:26:07,060 --> 00:26:10,660 competitors analysis, you know the strength or weakness, the 331 00:26:10,660 --> 00:26:15,865 SWOT analysis. And even like how we can find the positioning 332 00:26:15,925 --> 00:26:20,785 first. Because as we, as we already talked about this, we 333 00:26:20,785 --> 00:26:24,505 have tons of opportunities, tons of options already existing 334 00:26:24,505 --> 00:26:28,345 here. So that's why, like, having the right brand voice 335 00:26:28,405 --> 00:26:31,885 message, like, very clean, like, just one keyword or two 336 00:26:31,885 --> 00:26:35,605 keywords. I usually recommend mapping up your keyword journey, 337 00:26:35,605 --> 00:26:39,730 like, from the awareness to conversion. Like, let's say, for 338 00:26:39,730 --> 00:26:44,050 example, I'm just gonna put the random stuff here, like a body 339 00:26:44,050 --> 00:26:47,170 wash, like you're gonna if you are gonna search for just body 340 00:26:47,170 --> 00:26:50,350 wash, it means just from awareness. But once we put 341 00:26:50,350 --> 00:26:54,070 something like brand name plus product name, it means there is 342 00:26:54,070 --> 00:26:58,030 a more engagement into it. But once you put more like how to 343 00:26:58,075 --> 00:27:01,555 find this product in specific location, that means there is a 344 00:27:01,555 --> 00:27:03,295 high potential for conversion. 345 00:27:03,295 --> 00:27:07,089 So like from finding the right keywords, actually it's the 346 00:27:07,154 --> 00:27:11,145 beginning journey that we have to do. Like from market entry, 347 00:27:11,211 --> 00:27:14,809 consultation and then the research part, positioning is 348 00:27:14,874 --> 00:27:18,734 something that we can begin with, especially for the market 349 00:27:18,800 --> 00:27:22,659 entry. But if you are really going for launching campaigns, 350 00:27:22,725 --> 00:27:26,912 it's a different story for sure, like how we can actually target 351 00:27:26,977 --> 00:27:30,837 the community first, because NAVER cafe or Kakao groups are 352 00:27:30,903 --> 00:27:34,762 kind of like a ways that you can target, as if the Facebook 353 00:27:34,828 --> 00:27:39,080 group, like, we don't really use Facebook group, by the way, like 354 00:27:39,146 --> 00:27:43,398 more of like NAVER cafe or Kakao group first. So what we normally 355 00:27:43,464 --> 00:27:47,520 do, we jump in all the groups, or, you know, the cafes related 356 00:27:47,585 --> 00:27:51,576 to your brand, and then see what kind of like influencers, if 357 00:27:51,641 --> 00:27:55,632 you're especially like a SaaS (Software as a Service) product 358 00:27:55,697 --> 00:27:59,623 you're selling, like, what kind of like influencers they are 359 00:27:59,688 --> 00:28:03,352 mentioning what kind of like trending, they are actually 360 00:28:03,417 --> 00:28:07,604 mentioning that that's a golden nugget you can actually make the 361 00:28:07,670 --> 00:28:11,072 content with. And then we can, you know, do like UGC 362 00:28:11,137 --> 00:28:15,128 (User-Generated Content), the content strategy for sure. Like 363 00:28:15,193 --> 00:28:19,053 the social media content for sure, something like a YouTube 364 00:28:19,119 --> 00:28:23,044 is for every generation, and then Facebook is like in Korea, 365 00:28:23,109 --> 00:28:27,035 like, more of a like, over 50s or 40s, mainly men there. And 366 00:28:27,100 --> 00:28:31,025 then, we don't really use the Twitter x for the professional 367 00:28:31,091 --> 00:28:34,624 use. It's more about like gamers, the video gamers, or 368 00:28:34,689 --> 00:28:38,614 talking about sports, like, very like a meme, like situation 369 00:28:38,680 --> 00:28:42,540 going on. And then, rather, the thread is recently actually 370 00:28:42,605 --> 00:28:46,792 increasing, trending a lot, like more professionals like joining 371 00:28:46,857 --> 00:28:50,456 there. So there are a lot of landscape going on. So the 372 00:28:50,521 --> 00:28:54,708 having right platform strategy, first, like research positioning 373 00:28:54,774 --> 00:28:58,372 right platform. And then from there you can create your 374 00:28:58,437 --> 00:29:02,035 content pillar, content strategy. And then finally, you 375 00:29:02,101 --> 00:29:05,699 can launch your campaigns for sure. If you're aiming to 376 00:29:05,764 --> 00:29:09,624 target, you know, those users who want to use your products 377 00:29:09,690 --> 00:29:11,980 for sure. So it could be different. 378 00:29:11,000 --> 00:29:16,100 And then, if you're someone who want to scale up like, let's say 379 00:29:16,580 --> 00:29:19,940 you want to improve ROI, you need to actually check your KPIs 380 00:29:19,940 --> 00:29:22,940 (Key Performance Indicators) like, because when I had a 381 00:29:23,120 --> 00:29:27,020 conversation or meeting with this nine figure global brand, 382 00:29:27,380 --> 00:29:32,600 they actually spent like $1 million for that year, and only 383 00:29:32,600 --> 00:29:36,545 to realize they only get the impressions and rates like 15 or 384 00:29:36,545 --> 00:29:41,585 10 million. Like impressions only. And when I go deep inside, 385 00:29:41,705 --> 00:29:46,325 the influencers were really scammy or fake. So most of time, 386 00:29:46,325 --> 00:29:49,685 even big agencies struggle with to find out the right 387 00:29:49,685 --> 00:29:54,605 influencers, because they really go deep inside about, like, the 388 00:29:54,605 --> 00:29:58,130 how genuine those interactions are. So that's why, like we 389 00:29:58,130 --> 00:30:01,790 usually highlight, you have to go. For probably the NAVER 390 00:30:02,270 --> 00:30:06,830 keyword link, sorry, NAVER keyword rankings, or even search 391 00:30:06,830 --> 00:30:10,970 volumes. From the content to search volume, it's so easy to 392 00:30:10,970 --> 00:30:15,110 actually track and then from there, you can also track your 393 00:30:15,110 --> 00:30:19,490 ROI, how genuine your comments are, or the shares not about, 394 00:30:19,490 --> 00:30:22,415 you know, focusing on, you know, breach or impressions. 395 00:30:23,495 --> 00:30:28,535 Wow, great stuff. Great stuff. Okay, we get to the part of the 396 00:30:28,535 --> 00:30:31,115 conversation where we're talking about actionable tips, and 397 00:30:31,115 --> 00:30:35,315 you've given us a lot already, but if we're gonna maybe recap 398 00:30:35,315 --> 00:30:39,095 or summarize, right for those B2B marketers out there that are 399 00:30:39,095 --> 00:30:41,675 listening to this interview and they're thinking, or their 400 00:30:41,675 --> 00:30:44,720 companies are thinking about expanding into Korea, what are, 401 00:30:44,720 --> 00:30:48,680 what are three to five things that they can do right now to 402 00:30:48,680 --> 00:30:49,280 take action? 403 00:30:50,320 --> 00:30:58,720 So I really wanted to share this. So you have to go to NAVER 404 00:30:58,720 --> 00:31:02,860 that search engine, and then you have to check if your website is 405 00:31:02,860 --> 00:31:07,540 really existing or not. Let's say you could put site column, 406 00:31:07,600 --> 00:31:12,400 and then you put URL there, and if your website is popping up, 407 00:31:12,400 --> 00:31:16,525 that means you are visual on NAVER, yeah, of course. But if 408 00:31:16,525 --> 00:31:20,425 it's not, you have to actually register manually with our, you 409 00:31:20,425 --> 00:31:24,685 know, NAVER system that you might understand. If you don't 410 00:31:24,685 --> 00:31:29,425 understand, maybe I can give you free resources later, but in 411 00:31:29,425 --> 00:31:33,085 this time, like, you could just audit, like, um, is this really 412 00:31:33,085 --> 00:31:37,810 available? Like, site, Colin, URL first, and then, if it's 413 00:31:37,810 --> 00:31:41,950 just with only English, you have to really working, it should be 414 00:31:41,950 --> 00:31:45,430 with Korean language, because we don't really research English on 415 00:31:45,430 --> 00:31:49,510 NAVER at all, like at all. So you have to be think about this 416 00:31:49,690 --> 00:31:54,070 and then prepare the Korean content for sure, and then the 417 00:31:54,130 --> 00:31:57,790 adding the Korean reviews on your website is so much better 418 00:31:57,790 --> 00:32:01,255 than just having random reviews from other countries for sure. 419 00:32:01,435 --> 00:32:06,115 So maybe you could run the test campaigns for a couple of like 420 00:32:06,115 --> 00:32:10,195 month and then get the reviews first. Like, as I said before, 421 00:32:10,195 --> 00:32:12,895 like seven day free trial. That's something that you could 422 00:32:12,895 --> 00:32:17,155 do demo introductions and then put the content on your website 423 00:32:17,155 --> 00:32:22,195 and make it available on NAVER. Also the content in Korean 424 00:32:22,735 --> 00:32:26,680 language, the English for sure, the three steps are kind of like 425 00:32:26,680 --> 00:32:30,580 a you can audit really easily. And then you know, if you want 426 00:32:30,580 --> 00:32:34,420 to launch the test campaigns, I think that's the free trial is 427 00:32:34,420 --> 00:32:37,360 kind of like an interesting part you could do. And email 428 00:32:37,360 --> 00:32:41,500 marketing is not really popular idea in Korea yet. So if you can 429 00:32:41,500 --> 00:32:45,265 jump in right now, that's the golden thing that you can you 430 00:32:45,265 --> 00:32:50,125 really unlock. Because some might say, like, Korean market 431 00:32:50,125 --> 00:32:55,645 is kind of like a 20 years behind the United States. So 432 00:32:55,645 --> 00:32:59,665 like, if the traditional approaches are already going on, 433 00:33:00,085 --> 00:33:03,205 although, like, email marketing is kind of like a changing so 434 00:33:03,205 --> 00:33:07,105 the US email marketing is kind of packed with a lot of emails, 435 00:33:07,450 --> 00:33:10,690 of course, but in Korea, it's still like very great spot that 436 00:33:10,690 --> 00:33:11,890 you can really start with. 437 00:33:13,280 --> 00:33:16,862 What's your experience been with email marketing in Korea? As I'm 438 00:33:16,917 --> 00:33:20,335 very curious, because, as you said over here in North America, 439 00:33:20,390 --> 00:33:23,973 it's, I'm not saying that people don't use email marketing, but a 440 00:33:24,028 --> 00:33:27,225 lot of, a lot of times, we have to take into consideration 441 00:33:27,280 --> 00:33:30,422 things like, or is it going to end up in the spam folder, 442 00:33:30,477 --> 00:33:33,784 right? And then there's this. There's the whole issue around 443 00:33:33,839 --> 00:33:37,256 data protection as well, right? And depending on where, where, 444 00:33:37,312 --> 00:33:40,619 which area you're targeting, they have different laws around 445 00:33:40,674 --> 00:33:43,265 data. But what's your experience been in Korea? 446 00:33:44,140 --> 00:33:48,340 So basically, like, we are seeing experiments a lot like 447 00:33:48,400 --> 00:33:53,140 your our service provider, or B2B focused businesses. Do you 448 00:33:53,140 --> 00:33:56,320 have, like, white papers or case studies, or, you know, the free 449 00:33:56,320 --> 00:34:01,300 guidelines, and then they put, like a NAVER blog, which is our 450 00:34:01,300 --> 00:34:05,620 from the search engine, for sure. And then they rebrand the 451 00:34:05,620 --> 00:34:09,985 whole NAVER blog first. And then they put the guideline, you can 452 00:34:09,985 --> 00:34:13,465 download this for free, and then click on it, you go to website, 453 00:34:13,465 --> 00:34:16,945 and then from there, they read it, read all about it. Actually, 454 00:34:16,945 --> 00:34:19,825 it's a similar way that we actually promote from the 455 00:34:19,825 --> 00:34:24,085 Western countries, for sure, but the volume itself is kind of 456 00:34:24,085 --> 00:34:28,705 like a very low compared to the US or other, yeah, Western 457 00:34:28,705 --> 00:34:32,590 market. So that's why, if you can try that hard, a lot like 458 00:34:32,650 --> 00:34:36,370 white papers, case studies, or even in demo or, you know, 459 00:34:36,370 --> 00:34:39,850 company overview, but it should be really good, good enough, for 460 00:34:39,850 --> 00:34:44,230 example, the market currently, the retailer from Korea, they 461 00:34:44,230 --> 00:34:48,010 usually highlight those recipes. They don't even talk about 462 00:34:48,010 --> 00:34:51,970 promotions going on. And then the IKEA Korea is kind of like 463 00:34:52,330 --> 00:34:56,395 doing some blood well, like they promote the pop up event. And 464 00:34:56,395 --> 00:34:59,095 then, oh, this is something that we are going on. You can join 465 00:34:59,095 --> 00:35:03,235 for free. The Pajama party, all the things that we can hear 466 00:35:03,235 --> 00:35:06,355 from. So there are several ways that you can choose from, but 467 00:35:06,355 --> 00:35:10,975 for B2B, especially those like related free resources, 468 00:35:10,975 --> 00:35:14,035 something that you can unlock first and then from there you 469 00:35:14,035 --> 00:35:17,680 can expand further with more engaging content. 470 00:35:19,340 --> 00:35:24,920 Okay, fantastic, fantastic. So on the topic of metrics, and I 471 00:35:24,920 --> 00:35:28,160 know we can talk about metrics for hours and hours and hours, 472 00:35:28,160 --> 00:35:31,400 but what are some of the what are some of the key metrics that 473 00:35:31,400 --> 00:35:33,830 you tell your clients to focus on, especially if they're 474 00:35:33,830 --> 00:35:35,390 starting out in the Korean market? 475 00:35:36,020 --> 00:35:41,000 Yeah, I really, really suggest NAVER keyword rankings first. So 476 00:35:41,000 --> 00:35:44,660 once you audit all of your websites, it's visible there. 477 00:35:44,780 --> 00:35:49,220 You can go to NAVER keyword planner or NAVER data lab there, 478 00:35:49,400 --> 00:35:52,700 and then from there, it's actually free to research 479 00:35:52,700 --> 00:35:56,120 everything. There. You can check the monthly search volume very 480 00:35:56,120 --> 00:36:00,065 easily. And then probably, like, if you don't have any like, a 481 00:36:00,065 --> 00:36:03,425 visibility there, it could be like zero, or if you already 482 00:36:03,425 --> 00:36:07,445 started your journey, probably like, let's say, 1k per month, 483 00:36:07,445 --> 00:36:10,505 or something like that. But if you want to really aim for, 484 00:36:10,505 --> 00:36:17,585 let's say, do the test campaigns first 20% rise, or 30% rise, 485 00:36:17,585 --> 00:36:22,310 something that you can aim for instantly, for the KPI. And then 486 00:36:23,150 --> 00:36:26,330 let's say, as I mentioned before, the community targeting 487 00:36:26,330 --> 00:36:30,290 is really important. So what we normally really recommend is 488 00:36:30,290 --> 00:36:33,290 hitting the UGC (User-Generated Content) influencers with the 489 00:36:33,290 --> 00:36:36,710 content or the community targeting first, like NAVER 490 00:36:36,710 --> 00:36:40,910 cafe, the Kakao group. I don't really recommend Kakao group 491 00:36:40,910 --> 00:36:45,350 for, you know, the promoting stuff, I would usually recommend 492 00:36:45,350 --> 00:36:48,455 the NAVER Cafe better, because Kakao group is more of a like a 493 00:36:48,455 --> 00:36:52,895 chat or messenger style. But anyway, the if you can hit the 494 00:36:52,895 --> 00:36:57,995 cafe, NAVER Cafe first, and then the UGC community, that's how we 495 00:36:57,995 --> 00:37:03,395 discovered if it goes viral, and then we also have Naver clip, 496 00:37:03,575 --> 00:37:07,715 which is similar way that we speak to the short film videos 497 00:37:07,715 --> 00:37:08,660 on YouTube channel. 498 00:37:08,660 --> 00:37:12,740 And NAVER clip brings a lot of actual impressions reached 499 00:37:12,920 --> 00:37:17,300 compared to YouTube shorts or reels nowadays, because when we 500 00:37:17,300 --> 00:37:22,040 collaborate with Australian brand, we hired a really great 501 00:37:22,100 --> 00:37:26,180 influencer, and then they put the content on Tiktok and 502 00:37:26,180 --> 00:37:29,840 YouTube, Instagram and NAVER clip, and then NAVER clip was 503 00:37:29,900 --> 00:37:33,905 hit like over 1 million views for the single video, and then 504 00:37:33,965 --> 00:37:39,665 in that two month period, it was over 5x ROI. So it's also 505 00:37:39,665 --> 00:37:43,325 important to know that for B2B service businesses having the 506 00:37:43,325 --> 00:37:48,065 social media is kind of like important as a community. And I 507 00:37:48,065 --> 00:37:50,945 understand that even Korean businesses are kind of like 508 00:37:51,185 --> 00:37:55,070 conservative about like doing social media for sure, but 509 00:37:55,250 --> 00:37:58,970 YouTube or Facebook and Instagram is something that you 510 00:37:58,970 --> 00:38:02,630 can begin with, because YouTube works with SEO, the search 511 00:38:02,630 --> 00:38:07,010 engine optimization keywords, and then Instagram and Facebook 512 00:38:07,070 --> 00:38:10,550 also over 50 men are their professionals for sure. 513 00:38:10,730 --> 00:38:13,910 Instagram for women or, you know, like those young 514 00:38:13,910 --> 00:38:18,755 generations, but you know, like, once your son or daughter know 515 00:38:18,755 --> 00:38:21,815 about your brand, they will likely also spread the word for 516 00:38:21,815 --> 00:38:25,355 sure, like, why we don't try it? So, like a lot of Institute, 517 00:38:25,415 --> 00:38:29,315 institutions or government, usually utilize more fund 518 00:38:29,315 --> 00:38:33,575 related or engaging stuff nowadays, so it's growing trend 519 00:38:33,575 --> 00:38:38,495 right now. So yeah, I recommend those jumping in those community 520 00:38:38,495 --> 00:38:42,380 first and then hiring the influencers. If you want to 521 00:38:42,380 --> 00:38:47,900 really generate the search volume, really increase so from 522 00:38:47,900 --> 00:38:52,040 the content, from influencers or your community, to search volume 523 00:38:52,040 --> 00:38:53,600 that you can track for sure. 524 00:38:55,280 --> 00:38:59,056 Yeah, it's very interesting, because, like, you know, I also 525 00:38:59,119 --> 00:39:02,895 did a lot of B2B marketing in China, and at first, at first, 526 00:39:02,958 --> 00:39:06,860 we're like, oh, you're gonna use influencers for B2B campaign. 527 00:39:06,923 --> 00:39:10,888 But actually it works because, because a lot of these people in 528 00:39:10,951 --> 00:39:14,601 the clients, target audience, are actually following these 529 00:39:14,664 --> 00:39:15,860 influencers, right? 530 00:39:16,100 --> 00:39:16,760 Exactly. 531 00:39:17,000 --> 00:39:20,225 So again, it's one of these differences between, between the 532 00:39:20,225 --> 00:39:23,105 way that B2B marketing is done in the West and the way it's 533 00:39:23,105 --> 00:39:24,965 done in places like Korea, right? 534 00:39:27,425 --> 00:39:27,785 Yep. 535 00:39:27,785 --> 00:39:32,405 Yeah, okay, so two more questions before I let you go, 536 00:39:32,465 --> 00:39:35,705 and I really appreciate you taking the time to be with us 537 00:39:35,705 --> 00:39:41,630 today. So if you are like the ambassador for Korea, you're 538 00:39:41,630 --> 00:39:44,750 representing your country, and there you're talking to people 539 00:39:44,750 --> 00:39:50,210 that have never been to Korea before, right? What is there a 540 00:39:50,210 --> 00:39:53,930 particular place in Korea where you would advise them to go and 541 00:39:53,930 --> 00:39:58,370 visit? And if yes, what place is it and why? 542 00:39:59,800 --> 00:40:03,580 I mean, I actually thought about this a lot, what kind of like 543 00:40:03,580 --> 00:40:07,300 places I should recommend to those, you know, buyers, yeah, 544 00:40:07,300 --> 00:40:11,740 all of that. And then we have a very interesting places called 545 00:40:11,740 --> 00:40:17,860 COEX and KINTEX. And then it's kind of like buyers or the 546 00:40:17,860 --> 00:40:22,600 consumers engaged there for the conferences event or trade show 547 00:40:22,645 --> 00:40:26,245 event. So, once you present there, you can actually go deep 548 00:40:26,245 --> 00:40:29,725 inside about Computer Research, how they are actually selling 549 00:40:29,725 --> 00:40:33,025 stuff, how actually they are engaged with customers, for 550 00:40:33,025 --> 00:40:36,385 sure, and how they promote their services. There you can, you 551 00:40:36,385 --> 00:40:39,505 know, have the overview of picture of our business 552 00:40:39,565 --> 00:40:44,650 landscape. Outside of that. You know, if you want to target more 553 00:40:44,650 --> 00:40:48,490 of like young generations or Genji stuff, you could go to 554 00:40:48,490 --> 00:40:54,130 Seongsu and then it could be cliche, you should visit capital 555 00:40:54,130 --> 00:41:00,070 city Seoul, for sure. Like how Korean market without going to 556 00:41:00,070 --> 00:41:04,570 the capital city tower or Busan, like, that's the two things that 557 00:41:04,570 --> 00:41:10,375 we are having the mainstream here. So the CK as a conference 558 00:41:10,375 --> 00:41:14,935 or event or trade show, and then Seoul and then Seongsu for young 559 00:41:14,935 --> 00:41:20,215 generation. Outside of that, maybe if you can go to Pangyo 560 00:41:20,215 --> 00:41:24,355 area, there are lots of startups going on. So if you want to 561 00:41:24,355 --> 00:41:28,375 really observe those startup scenes, you may visit there too. 562 00:41:29,155 --> 00:41:35,140 Okay, okay, well, that's, that's a pretty long list, very 563 00:41:35,140 --> 00:41:38,380 interesting. And you know, thank you so much for your time today, 564 00:41:38,380 --> 00:41:43,480 I think I learned something new about doing B2B marketing in the 565 00:41:43,480 --> 00:41:47,380 Korean market, so I hope the audience got a lot of value out 566 00:41:47,380 --> 00:41:51,280 of that as well. So please quick introduction to yourself and how 567 00:41:51,400 --> 00:41:53,860 B2B companies can get in touch with you. 568 00:41:53,860 --> 00:41:57,505 Yeah, thank you so much for asking. I mean, I'm the founder 569 00:41:57,505 --> 00:42:01,165 of HY marketing, helping international brand succeeds, 570 00:42:01,165 --> 00:42:05,245 such as in Korea, Japan and beyond, with specializing in 571 00:42:05,305 --> 00:42:10,585 social media marketing. So we have a team of Korean native 572 00:42:10,585 --> 00:42:13,705 marketer, native Japanese marketers and English speaking 573 00:42:13,705 --> 00:42:17,890 marketers, for sure. And then I am the one who strategize 574 00:42:17,890 --> 00:42:22,690 everything and direct or the for the creative part. And because 575 00:42:22,690 --> 00:42:27,010 of that, we kind of really work with everyone. So it we limit 576 00:42:27,070 --> 00:42:31,570 the volume is like a main three full campaigns per month, so 577 00:42:31,570 --> 00:42:35,770 that I can also focus on our clients, because we are a part 578 00:42:35,770 --> 00:42:40,870 of, like a boutique marketing agency, and then we actually 579 00:42:40,870 --> 00:42:43,915 strategize everything from the beginning, not about just, you 580 00:42:43,915 --> 00:42:46,795 know, test the water without ever knowing the consumer 581 00:42:46,795 --> 00:42:50,215 psychology. So that's the thing that I'm really passionate 582 00:42:50,215 --> 00:42:50,815 about. 583 00:42:51,680 --> 00:42:55,580 Okay, okay, fantastic. Well, once again, Hyein and thank you 584 00:42:55,580 --> 00:42:58,820 so much for coming on the show today, gamsahabnida (Thank you). 585 00:42:58,820 --> 00:42:59,060 Right? 586 00:43:02,060 --> 00:43:04,640 I forgot to mention that if you want to reach out to me, yeah, 587 00:43:04,640 --> 00:43:08,540 connect me on LinkedIn or apply to work with us on our website 588 00:43:08,540 --> 00:43:08,960 for sure. 589 00:43:08,960 --> 00:43:12,436 Yep, yes, yes, yes, absolutely, absolutely. And we will be 590 00:43:12,496 --> 00:43:16,332 including the links in the show notes for this episode so people 591 00:43:16,392 --> 00:43:19,749 can get in touch with you directly. So once again, thank 592 00:43:19,809 --> 00:43:23,406 you so much for coming on the show. Take care, stay safe and 593 00:43:23,465 --> 00:43:24,485 talk to you soon. 594 00:43:25,445 --> 00:43:26,345 Okay, soon. Bye. 595 00:43:26,345 --> 00:43:27,485 Thank you. Bye. Bye.