Many cross-border B2C platforms provide a lot of marketing methods and tools on the site, mainly including the following.
(I) Promotional tools on the platform
For example, AliExpress’s on-site marketing methods mainly include through train promotion, alliance marketing promotion, associated marketing, old customer email marketing, limited time and limited quantity discounts, full store discounts, instant discounts, coupons, etc. Amazon’s on-site marketing methods mainly include on-site advertising (CPC), daily flash sales (Lightning Deal), holiday promotions (Holiday Special) and keyword advertising (Adver-tisement), etc. Cross-border e-commerce companies can choose corresponding on-site marketing activities for promotion based on their own situation.
(II) Keyword optimization on the platform
Cross-border e-commerce sellers attach great importance to the search ranking results of products on the platform. Just like search engine optimization, sellers also need to continuously optimize their products. Among them, keyword optimization is an important one. Only by constantly screening keywords with good performance and continuously optimizing products can the conversion rate be continuously improved. Only when the keyword performance is good can the weight continue to accumulate over time.
In cross-border e-commerce, when screening keywords, attention should be paid to the target users’ word habits. For example, when users search for “long skirt”, they may use words such as “long dress”, “dress long”, “floor-length dress”, “floor length dress”, etc. These words with high search popularity and low competition are very valuable. In contrast, phrases such as “ankle dress” and “floor dress” that do not conform to the user’s word habits correspond to lower search popularity. Of course, in the actual optimization process, relevant keyword tools can be used to assist in judgment.
(III) Comment marketing strategy
Regardless of which platform is used for sales, comments are crucial. Most buyers will read the comments carefully before shopping, and judge the quality, applicability and durability of the goods through the comments. The more detailed and positive the comments are, the more likely they are to encourage buyers to buy. Especially for Chinese sellers who have cultural differences and differences in thinking, and it is difficult to describe products in a professional and authentic language, detailed comments from buyers can better supplement the product description, help other buyers to enhance their understanding of the product, and thus promote product sales.
Amazon has a reviewer mechanism for review marketing. Sellers can send products to professional reviewers, who will post their experience in the product review column based on the product itself. Amazon buyers trust the reviewer’s evaluation results very much. If you can get a positive review from the reviewer, it can basically guarantee that the product will sell well.