Cross-border e-commerce influencer marketing and promotion operation guide

In recent years, with the vigorous development of the Internet celebrity economy in China, more and more cross-border e-commerce companies have begun to pay attention to and try to use Internet celebrities for marketing and promotion. Different from the domestic market, overseas influencer marketing not only started earlier, but also has a more mature industrial chain. This article aims to combine the characteristics of domestic and foreign Internet celebrity marketing to introduce in detail how cross-border e-commerce companies can effectively use Internet celebrity resources to carry out marketing activities.

First of all, launching an influencer marketing campaign on a cross-border e-commerce platform requires several key steps:

1. Create an event: After registering and logging in, enter the “Campaign” section, fill in relevant information, such as event name, scale, etc., and click the “Campaign brief” button to complete the creation.
2. Search for Internet celebrities: Use the “Search” function to screen potential partners based on needs (such as social media platform, number of fans, number of interactions, etc.).
3. Further screening: View the detailed information of candidate influencers, including audience characteristics, cooperation quotations, etc., and select the most suitable candidate.
4. Send invitation: Use the email template provided by the platform to send a cooperation request to the selected influencer.
5. Maintain the relationship: Successfully sending an email does not mean it is over. Continued follow-up is equally important.

In actual operation, when establishing contact with influencers, in addition to sending direct emails, you can also provide commissions, exclusive content, free samples, discounts, or help increase fans to attract them. If you have sufficient budget, you can also consider using the power of professional platforms.

It is worth noting that compared with the domestic Internet celebrity market, foreign Internet celebrities pay more attention to the fit between themselves and the brand rather than simply pursuing popularity. Therefore, when choosing a partner, the primary consideration should be fit, not name recognition. In addition, based on functional differences, overseas Internet celebrities can be roughly divided into three categories: traffic type, originality type and marketing type:

• Traffic Internet celebrities: Most of them are celebrities in real life and have high social influence.
• Original internet celebrity: usually an opinion leader in a certain field, who can significantly influence the consumption decisions of followers.
• Marketing influencers: There is often a team behind them, focusing on product promotion rather than content creation.

For different types of internet celebrities, sellers need to adopt corresponding strategies to achieve the best marketing results. The specific steps are as follows:

1. Clear goals: Determine the main purpose of this marketing activity, such as increasing brand awareness, launching new products, etc.
2. Make a budget: adjust resource allocation according to goals and find the most suitable influencers to cooperate with.
3. Design creativity: Discuss with the selected internet celebrities to formulate a promotion plan that suits the interests of both parties.
4. Execution plan: Implement according to the established plan and ensure that each step has a clear timetable and expected results.
5. Monitoring feedback: Pay close attention to changes in various indicators during the event, and adjust strategies in a timely manner to ensure the expected results.

To sum up, although influencer marketing is no longer a new thing, it can still bring unexpected benefits to cross-border e-commerce brands when used properly. However, before enjoying the dividends it brings, merchants must fully realize the importance of choosing the right influencer and develop a careful marketing plan accordingly.