Direct customer acquisition is not the advantage of social media marketing. Customer acquisition through traffic pool is the unique advantage of social media marketing and one of the greatest values of social media marketing. The traffic pool customer acquisition strategy is also called the fish pool customer acquisition method. The specific operation process can be summarized into the following steps.
(1) Use all channels to attract new users.
(2) Directly introduce new users to social media, such as social groups with timely communication tools, and “save” the acquired new users to form a private domain traffic pool.
(3) Continue to operate the private domain traffic pool and use monitoring tools to finely segment users.
(4) While pursuing a high retention rate, promote user upgrades and conversions.
(5) Continue to operate loyal customers (remarketing) to achieve customer fission or increase the average order value at a low cost.
For cross-border B2B business, due to the high average order value, basically every customer needs long-term follow-up by sales staff, so professional CRM software is generally used to assist in the in-depth follow-up of private domain traffic. The “traffic pool” built through social media can be considered as the high seas of the enterprise. Obviously, the key to acquiring customers in the traffic pool lies in continuous operation.
The operation team applies the traditional funnel model, focusing on the loss rate of each layer. The indicators themselves are not happy, and the personality of the operation staff tends to be passive, which leads to the team’s lack of confidence and lack of aggressiveness. The social media marketing team truly implements the Internet thinking, that is, the suggestion of the long tail theory: each customer will have unique needs. Marketers can actively drive the conversion of users to customers by deeply understanding the needs. This is the team spirit needed by cross-border e-commerce companies and the secret to the success of the traffic pool customer acquisition strategy.