Full analysis of cross-border e-commerce promotion channels: on-site and off-site traffic and marketing strategies

In the fiercely competitive cross-border e-commerce market, sellers must find suitable promotion channels to effectively seize market opportunities. There are currently a variety of promotion methods available, and the expenditures and workloads of different methods vary. Therefore, sellers should fully understand before promoting.

1. Driving traffic within the site

In-site traffic is the main way for sellers to attract consumers to visit their stores through keyword searches, promotional activities, PPC advertising, classified searches, etc. The following are two main ways to drive traffic to the site:

1.1 Keyword optimization to attract traffic

In major cross-border e-commerce platforms, on-site paid advertising promotion is the main method to increase product exposure. This type of promotion is based on consumers’ search behavior, and relevant products will be pushed to consumers or displayed in a prominent position on the search page. The listing selected by the seller will also be highlighted in the search results in this case. In addition, sellers will only pay advertising fees after successfully selling the items. The specific charging standards are set by the seller in the background, generally 1% to 20% of the selling price.

1.2 Keyword Tool

Sellers can use multiple keyword tools to attract traffic. Commonly used tools include:

• Amazon search box: Enter specific keywords in the Amazon search box, and the platform will recommend related high-frequency words based on search volume.
• Listing pages of competing products: Learn from the keywords of leading products in the industry to help optimize the keyword selection of your own listing.

2. Off-site promotion

In addition to on-site traffic, sellers also need to pay attention to off-site traffic sources. Social media is a very effective off-site promotion channel.

2.1 Social Media Marketing

Cross-border e-commerce social media promotion mainly covers platforms such as TikTok, Facebook, Twitter, YouTube, Pinterest and Instagram. Sellers can attract fans through these channels and ultimately guide them to purchase products.

2.2 Internet celebrities bring goods

“Internet celebrities bringing goods” has gradually become popular in recent years, especially on platforms such as TikTok, Instagram and YouTube. Sellers can promote their products by providing products to internet celebrities with a high number of fans and asking them to write recommendation articles or publish short videos. Although this method has a higher budget, the promotional ability of Internet celebrities cannot be underestimated.

3. Search engine marketing

Search engine marketing not only includes SEO (search engine optimization), but also includes PPC advertising and SEM (search engine marketing) bidding promotion. This type of marketing method aims to increase the likelihood that consumers will visit the seller’s website or store through search engines through keywords.

4. EDM marketing

E-mail marketing (EDM) uses subscription and proactive push methods to convey information to target consumer groups. Sellers can enhance user interaction by obtaining consumers’ email addresses and sending promotional advertisements, new product information, etc.

5. Attend trade shows

By participating in trade shows, sellers can showcase their products well, especially the launch of new products, which can attract the attention of the media and potential customers.

6. Recommendation marketing

Recommendation marketing relies on the phenomenon of old customers recommending products to new customers. This method is often more convincing than traditional advertising because people are more likely to trust recommendations from acquaintances.

7. Product News Mentions

Companies can increase product exposure by holding new product launches and promotional events and issuing press releases. Although this method may be overwhelmed by information overload, it is still worth trying.

Through diversified promotion channels, cross-border e-commerce sellers can attract consumers more effectively, enhance brand awareness, and achieve sales growth. Using the above strategies, sellers can optimize their market performance and acquire a wider customer base.