An independent station refers to an independent website created and managed by an individual or a small group. Fierce platform competition has caused many cross-border sellers to shift their sales focus from the platform to the independent station. However, many novice sellers do not understand the advantages and drainage methods of the independent station, resulting in no significant increase or even a decline in sales. In addition to shipping platform goods to the independent station for sale, the focus of the independent station is to establish the seller’s own brand store, increase brand influence, and increase sales. Therefore, it is also important to accumulate the operation and traffic acquisition methods of the independent station.
I. Advantages of independent stations
1. Build an independent brand. Through customized domain names, applications, and rich website designs, you can shape and accumulate a brand image related to the business, strengthen contact and recognition with consumers, and enhance consumers’ dependence on brand products.
2. High data security. Compared with the management under the rules of the third platform, the independent station can manage and protect users and its own data in more detail.
3. Independently control traffic. Relying on large platforms may limit traffic and exposure. Independent stations can optimize SEO, self-drain social media promotion and other marketing methods to increase exposure.
It can be seen that traffic is the lifeline of independent station operation, so traffic diversion is the focus of independent station operation.
2. Independent station traffic diversion methods
1. Search engine traffic diversion. Through search engine optimization (SEO) traffic diversion, including keywords, website structure and page optimization, the website is more likely to be collected by search engines and increase rankings in search engines, thereby increasing the exposure of the website in search results and attracting more consumers.
2. Social media traffic diversion. Post products on social media platforms such as Twitter and Facebook, interact with target consumers, and guide consumers to click on the website
3. Third-party platform traffic diversion. In the early stage, a fixed consumer group is accumulated through the platform’s low-cost traffic channels. Consumers flow to independent stations through customer service guidance, customer search keywords, delivery of small cards, etc.
4. Other traffic diversion methods. Including email traffic diversion, partner traffic diversion, network celebrity traffic diversion, etc.
When choosing a cross-border e-commerce platform, novice sellers can consider the advantages and disadvantages of the platform as the starting point. The above are the main advantages and traffic diversion methods of independent stations. In addition, there are many traffic diversion methods on the market. Sellers can divert traffic based on business scale, target market, customers, platform characteristics, etc.