Third-party cross-border B2C platforms, especially foreign e-commerce platforms, do not provide a wide range of marketing methods for cross-border enterprises. On independent e-commerce platforms, cross-border e-commerce enterprises can at least enrich their marketing methods in the following aspects.
1. Use more sales methods
Cross-border e-commerce enterprises can sell goods on their own independent foreign trade websites through methods such as pre-sale, customization, crowdfunding, group sales, and distribution. These methods are either not available on third-party platforms or have high threshold requirements, but are completely free on independent self-operated websites.
2. Flexible email marketing applications
In order to prevent sellers from frequently harassing platform users, the platform generally restricts sellers’ email marketing. For example, Amazon’s E-mail Opt-out policy requires sellers not to send emails to buyers on non-important information, and new product promotion in email marketing is a typical non-important information. However, on independent foreign trade self-operated websites, this constraint is relatively small. As long as users turn on email subscription, they can push emails to customers in combination with their own marketing plans.
3. Social marketing is more convenient
On most platforms, apart from tools such as questions and answers and comments, there are not many communication channels between buyers and sellers. However, on independent self-operated websites, with the help of social tool plug-ins, companies can establish more direct channels for communicating with fan users, and use these tools to effectively evaluate their social marketing effects. A typical example is Facebook’s Pixel tool, which can track and analyze user behavior paths at the pixel level by implanting Pixel code on each web page on an independent self-operated website. In terms of social interaction with users, in addition to providing regular direct icon links, the presentation of social content on independent self-operated websites will also make the company’s marketing more vivid and gain the favor of potential users.