Cross-border e-commerce social media marketing strategy and its advantages
The rapid rise of the cross-border e-commerce industry is inseparable from the powerful help of social media. Whether it is cross-border e-commerce or domestic e-commerce, social media marketing is an indispensable and even top-notch topic. The new generation of SNS platform is both a tool and a media. Because of the language, tools, media, VR interaction and other technologies, the marketing behavior on the online social SNS platform has many more favorable factors than traditional offline marketing.
Social media marketing concept
Social media marketing, also known as SNSO marketing, is through professional social networks, mobile chat, instant messaging, online transactions, Weibo, blogs, picture sharing, video sharing, knowledge Q&A, encyclopedia knowledge, and online music , sign-in, message board and other channels, using text, pictures and videos to spread and publish information, thus forming a way of marketing, sales, public relations processing and customer relationship service maintenance and development.
Features and advantages
Improve fan conversion rate
Social media marketing content can be displayed to new visitors in a very natural way. As long as the content is attractive enough, it can turn casual online visitors into your fans. Unlike paid advertising, social media allows web visitors to browse content that is not necessarily related to commercial purposes. Users are completely free to choose what to browse.
Increase access traffic
In addition to search engines, traffic comes from other sources, including many social media sites. Once you have many fans on a social media site, people will be interested in the content you publish and spread the content you publish through social media. There is no doubt that the traffic will increase.
Low investment, high return
Social media marketing is a low-investment marketing investment with high returns. It doesn’t require much cost. As long as you take the initiative to target and establish a friendly interactive relationship, you can achieve unexpected marketing effects.
High accuracy
Social media marketing has high precision. For example, Facebook, as a world-renowned social media platform, relies on the program operation of data to analyze the specific preferences of different individuals, and then categorizes and segments them according to different dimensions to push personalized content to achieve differentiation and precision in marketing. , effective.
It can better reflect “personalization”
One of the great characteristics and advantages of social media is the personality attribute. Through interaction, social media enables the audience to comment and forward the received content, and become active participants in the re-dissemination process instead of passive recipients.
The marketing threshold is low
Personal mobile phones and computers have become media for information dissemination and social interaction. Individuals are not only receivers of information, but also publishers and disseminators of information. Compared with the conventional process of traditional media that requires interviewing, editing, review and release, the threshold for information release in social media is much lower.
Have a universal audience
A large part of the audience’s attention share is occupied by social networks. According to relevant research data, 72% of adults log on to social media websites every day and spend at least 23 hours using social media every week.
Role in cross-border e-commerce
Conducive to increasing the online exposure of cross-border e-commerce companies
The application of social media by cross-border e-commerce companies can greatly increase the exposure of the company’s product and service information on the global network. Moreover, information updates and content interactions on social media are frequent. The update rate of corporate channel pages on social media is very high, making it easier to rank higher in searches.
Conducive to bringing high-quality sales opportunities to cross-border e-commerce websites
The application of social media has changed the previous Internet marketing model that relied too much on search engines. Through social media, not only can user traffic on social media be directly converted into traffic for the official website of cross-border e-commerce companies, but also through Interact with information and services on social media to attract more registered users.
Conducive to attracting more business partners for cross-border e-commerce companies
While social media attracts individual users, it also attracts more and more corporate users. This also provides many cross-border e-commerce companies with opportunities to seek cooperation and find more suitable partners through social media.
It is conducive to establishing interactive relationships between cross-border e-commerce companies and customers
The focusing effect of social media enables cross-border e-commerce companies to achieve more extensive communication with potential users through social media. Social media also has the characteristics of equal communication, which is more conducive to maintaining friendly communication between enterprises and potential customers, continuously deepening relationships, and thus promoting the next sale.
It is conducive to cross-border e-commerce companies to conduct marketing at low cost
Through social media, cross-border e-commerce companies can monitor public opinion at low cost, effectively reducing the possibility of the generation and spread of bad corporate information. At the same time, through the analysis and research of large amounts of social media data, cross-border e-commerce companies can explore market demand at a lower cost.
Cross-border e-commerce social media operation strategy
Regular marketing material release
Publish company or product updates under the official account or in the community at a reasonable pace. This link distributes regular marketing materials, or knowledge, experience and news related to community topics. The key is to master the rhythm so that fans feel just right, not too much, not too little, not too hasty and not too slow.
Daily interactive communication
Plan ways to interact daily, such as sending daily morning greetings in communities on instant messaging tools. Mainly focus on timely interaction rate, such as timely replies to fans’ questions, timely likes on content posted by fans, etc. The goal of this session is to activate the community.
Seize the marketing opportunity
Festive days such as store celebrations and Black Friday are very good marketing opportunities. During these important opportunities, merchants usually customize DM ads and distribute them in a timely manner. This link already has relatively clear marketing goals. Pay attention to collecting and analyzing data and strive to achieve marketing goals.
Organize fan activities
Use event marketing strategies to plan events in advance and formulate event plans. Pay attention to activities that are not heavily marketing and truly create value for fans. This is the process of converting customers into loyal customers (or friends).
User segmentation
The remarketing process is the process of continuously segmenting users. The next section will also mention the specific methods of user segmentation. The goal of this link is to launch a pre-planned membership system in order to implement a more precise membership operation strategy. Pay special attention to top customers.
Use appropriate social media tools
The above steps may not necessarily be completed on the same social media platform, which involves the selection of social media platforms and the transfer and integration of traffic. If necessary, consider some auxiliary tools. Once again, we emphasize that social media should be used to provide high-quality order tracking and after-sales services to large customers who have placed orders.