[Background of the problem]
Direct Express has significantly increased the traffic of Liu Jing’s store, but he is not satisfied with the status quo. He continues to explore other marketing methods. He has always heard from his friends that SNS (Social Network Service) can help increase the traffic of the store, which feels very high-end. He wants to know what SNS is.
[Preparation required]
A normal operation of the AliExpress store.
[Operation skills]
Traditional marketing is sales-oriented, disseminating product information to consumers through television, advertisements, newspapers, etc., and consumers cannot reflect their own needs. With the advent of the Internet era, the distance between merchants and consumers is getting shorter and shorter. Search engine knowledge has changed the channels for consumers to obtain information, but it cannot solve the problem of consumer feedback needs.
Social network marketing is a very fashionable and efficient marketing method. Social networks are mainly based on the theory of connections, and new friends are met through friends’ introductions, and this network of relationships can be expanded indefinitely. With the rise of social networking sites such as Facebook and Twitter, the marketing era has shifted to interaction as the core. Which social networking sites can we use for cross-border e-commerce?
1. Facebook.
The data in the 2016 Global Social Media Research Overview was provided by the online statistics website Statista. The report pointed out that Facebook is the real overlord in the world today, with 1.59 billion active users and a market share of 1%. It is 7 percentage points higher than the second place, WhatsApp, which is also a social software under Facebook. Well-known domestic cross-border e-commerce companies such as Lightin the Box and DX have created their own official pages on Facebook.
2. VK.
VK is currently the most popular social networking site in Russia and Eastern European countries, equivalent to the influence of Facebook in European and American countries. Russian young people are often active on this platform. VK website has a very strong stickiness to customers, and users spend more time browsing on the website than on Facebook. There are also a large number of Chinese sellers who interact with customers through VK.
3. Twittero
As the world’s largest microblogging website, Twitter has more than 500 million registered users. Many companies use Twitter for product promotion and brand marketing. Cross-border e-commerce can also use Twitter for overseas marketing. You can also use celebrities on Twitter to promote your products and use the celebrity effect to make millions of fans familiar with your brand. In 2014, Twitter launched a shopping function button, which makes it easier for cross-border e-commerce companies to carry out marketing activities overseas.
4. YouTube.
YouTube is the world’s largest video website, where users can share videos and short films. YouTube has a strong influence and communication power. Cross-border e-commerce companies can carry out marketing on this platform, such as opening a channel, uploading some attractive videos, and inserting product advertisements or letting opinion leaders in key fields comment on videos.
5. Pinterest
Pinterest is one of the top ten most popular social networking sites in the world and the largest photo sharing site. Users can save pictures of their interest on the website, and other netizens can watch and forward them. Cross-border e-commerce sellers can set up their own homepages on the website, create and upload beautiful pictures, and add product information to the pictures to attract consumers’ attention. Pinterest obtains the registration information of all users, creates a database and analyzes consumer preferences, which can help sellers accurately place advertisements. Sellers can also purchase Pin-terest advertisements for promotion.
6. Linkedln
Linkedln has entered China and is called “LinkedIn” in China. If you target graduates or professionals, you can choose this platform for marketing. This platform is essentially a social networking site about professions, industries, workplace social networking and recruitment. It connects with different magazines and is a diversion site for many business magazines and news websites.
7. Tumblr
Tumblr is the world’s largest microblogging site. Microblogging is a new media form that emerged with the development of the Internet. It is between blogs and microblogs, focusing on both expression, social interaction and personalized settings. Therefore, cross-border businesses need to pay attention to the expression of content when conducting marketing on Tumblr, integrate the brand into fascinating stories, and let consumers actively spread it.
[Related links]
Social networking site classification: The first type is a social networking site that establishes strong relationships between people based on acquaintances, such as Facebook, VK, LinkedIn, etc.; the second type is a website that establishes relationships between people based on common interests and hobbies, the key is content and links between people, such as YouTube, Twitter, Pinerest, etc.