In cross-border e-commerce SNS marketing, after we have a general understanding of the target audience, we also need to divide the audience into several independent groups, usually divided according to two dimensions.
The first dimension is the possibility of purchase, that is, the possibility of users making purchases after seeing the content about the product we posted on SNS, so as to distinguish them.
The advantage of this division method is that it is relatively direct and suitable for short-term, low-priced mass commodities, that is, commodities that make purchase decisions quickly after marketing. The disadvantage is that once divided in this way, the goal and tone of the entire SNS marketing are positioned to promote direct sales behavior, which is contrary to the operating logic of most SNS platforms’ own rich content.
Limited by the team’s insufficient SNS marketing capabilities and insufficient content creation capabilities, most Chinese cross-border e-commerce sellers group their customers in this way; and as mentioned later, Chinese cross-border e-commerce sellers are often limited by the regulatory policies of major SNS platforms on commercial content, resulting in “account blocking” becoming the norm.
The second dimension is the activeness of participating in social interactions, that is, when more interactive, non-sales-oriented social interactions are adopted, the audience is more likely to participate in the interaction, so as to make distinctions.
The advantage of this classification method is that it focuses on the establishment of social relationships. In the long run, it is easy to establish several successful large accounts based on a certain topic, because most mainstream SNS social networking platforms, the position behind their policies on commercial information, are to encourage such operators who provide long-term value to the audience through interaction. The disadvantages are also obvious. In order to maintain the “pure” image of these accounts in the minds of the audience, it is usually difficult for us to insert promotional information in SNS operations, because every promotion-oriented information will cause the audience to question the motivation behind the interaction.
This will lead to a very disproportionate investment and output in SNS operations. Since the main source of income for cross-border e-commerce sellers is still commodity sales, their teams and resource allocations are mostly biased towards order sales, and SNS marketing will require cross-border e-commerce sellers to form a more mature pure social interaction operation team
Forming such a team will incur high costs in terms of talent training, operation planning, daily operations, risk control, etc., which is almost impossible for some sellers.