There are many types of traffic channels on Alibaba International Station, which can be divided into four parts: natural traffic, paid traffic, event marketing traffic and self-marketing traffic.
1. Natural traffic
Natural traffic is the traffic obtained by merchants after listing products on Alibaba website and getting free exposure for products. It mainly includes search traffic and recommended traffic. Search traffic is the traffic obtained by buyers searching for product keywords on the homepage of Alibaba International Station, and the website displays products that meet the requirements of buyers based on the search results; recommended traffic is the traffic obtained by the platform recommending products to buyers based on the buyer’s shopping behavior through channels such as Guess You Like and Category Channel Display.
2. Paid traffic
Paid traffic refers to the traffic obtained by merchants by paying extra to purchase marketing resources, mainly including top booths, foreign trade through trains, celebrity exhibitions, winning, brand direct access, etc. The most common form of paid traffic is paid search advertising. Search keywords on the homepage of Alibaba International Station, and the “Ad” icon in the lower right corner of the search results display page is a paid advertising product.
3. Event marketing traffic
Event marketing traffic refers to the traffic that merchants obtain through various activities held by Alibaba and related channels such as the marketing activity collection page. At present, the platform activities of Alibaba International Station mainly include platform promotions (March New Trade Festival, September Procurement Festival), daily activities (activities divided by industry, activities divided by region), live broadcast activities, and Weekly deals activities. Merchants can sign up for activities that meet the rules according to the platform’s merchant star level to obtain such traffic.
4. Self-marketing traffic
Self-marketing traffic is the traffic obtained by merchants through active marketing to customers. Including True View content marketing, customer communication EDM marketing, RFQ marketing, etc. Self-marketing traffic can accurately reach buyers to obtain buyers’ attention, secondary return visits from new and old customers, and promote efficient conversion of business opportunities.
According to the type of traffic channel and its characteristics, merchants can divert traffic according to the actual situation of the store and the marketing budget.