The proportion of people making purchases through browsing social media is increasing. Social media marketing is an important part of cross-border e-commerce operations. Let’s get to know social media: “Social” emphasizes the interaction between people and the transmission of information and emotions during the interaction; “media” represents the channel, that is, which channel our interaction takes place , which channels can reach more of our target groups. Before launching social media marketing, please carefully consider the above two points, identify the target group, and choose a marketing method.
Marketing through social media can bring us the following benefits: ·Increase brand awareness; increase interaction between brand and consumers; discover potential buyers; increase media exposure; attract traffic to stores; promote sales growth; build a brand community and maintain a “fan” group; collect market information and understand consumer feedback.
Commonly used social media include Facebook, Instagram, Twitter, LinkedIn, YouTube, etc. Many users around the world are using Facebook. If you are a retail e-commerce company, Facebook should be your first choice for marketing. If your business is B2B, then Twitter and LinkedIn are more suitable for your marketing. For the market in Russian-speaking countries, the commonly used social media is VK ru.itao.
1. Content marketing
If team resources permit, a brand’s SNS account can be established for daily maintenance of “fans”. The advantage of this is that “fans” resources Everything is in your own hands, and you can mobilize “fans” resources at any time to create value for the store. The challenge of doing this is that you must spend some time every day interacting with “fans” and create valuable content to share with “fans”. You must also have at least a certain degree of foreign language ability. Although online translation software is very powerful, if the foreign language is not correct It’s like a sacred book to you, so it’s difficult to interact with “fans”.
Create interesting sharing content
If the products you sell are new, strange, special or fashionable, then beautiful product pictures and interesting videos are good content to spread. ; If the products you sell are daily consumer goods, then you need to add some interest to the content to make it more suitable for sharing, such as combining social hot spots with product features. Finally, don’t forget to add a product link in your post so that “fans” can click to purchase directly.
If the products you sell have a certain degree of professionalism and technology, then sharing industry news or experience and skills is a good choice. For example, for shops selling fishing gear, sharing various fishing experiences can be a good way to “encircle fans” ”, effectively interact with “fans”.
Interesting things that happened in the company, interesting things that happened with customers, etc. These contents can make our social accounts look more like real people, not just advertising tools. An IBM employee shared a photo of her doing work while traveling. After being forwarded by IBM’s official account, it received more than 1,600 likes from users.
Increase the number of “fans” and interact with “fans”
When you first register an account, there are very few “fans”. You can take the initiative to find potential customers and invite them to become your “fans” . Join discussion groups on related topics, observe the content of discussions, use your professional knowledge to express your opinions in the group in a timely manner, and help others answer questions. Once someone in the group interacts with you, you can invite them to follow you. For those members who have not interacted with you, you can observe their account history information. If they are more active users, you can take the initiative to follow the other person and become him first. “Fans”, the other person may follow you later.
After someone follows you, you should often share valuable content with “fans”. When “fans” interact with you, you should reply in a timely manner to reflect the activity of this account. After a period of operation, you may have established a close interactive relationship with some “fans”. You can ask these “fans” to forward content for you. For example, if a “fan” buys something in your store, you can invite him to Share the buyer’s show on social media and send him some gifts or vouchers.
2. “Internet celebrity” promotion
“Internet celebrity” is also called an opinion leader or blogger. Cooperating with “Internet celebrity” can make use of the existing knowledge of “Internet celebrity” “Fans” resources to quickly promote products. The forms of promotion promoted by “Internet celebrities” on their social media accounts include picture and text recommendations, videos and live broadcasts. The four steps to carry out “Internet celebrity” marketing are: determine goals, select “Internet celebrities”, carry out cooperation, and track results.
The goals that need to be determined include target audience, promotion platform, activity effect, spending budget, etc. The target audience is the people who are likely to purchase the product, determine the product style to be promoted, and how much sales are expected to be achieved through this promotion. If you are an “Internet celebrity” you have worked with before, you can refer to past sales data to determine your next sales target.
You can find “Internet celebrities” in related fields by searching for keywords. For example, if you search for beauty “Internet celebrities” on YouTube, you can use keywords such as beauty and makeup. Search beauty aliexpress to find “Internet celebrities” who have promoted beauty products for AliExpress sellers. If you want to find “Internet celebrities” in a small language, you can change the keywords into a small language.
When you see a suitable “Internet celebrity”, go to their personal homepage. In the self-introduction area, there will usually be an email address for receiving business cooperation. You can get in touch with the “Internet celebrity” through email. When writing an invitation email, you should clearly introduce the products to be promoted, the cooperation method, and the commission to be paid. The “Internet Celebrity” will judge whether it is suitable for his/her “fans” group based on the product information you provide.
If it is the first time to cooperate, both parties are not sure of the effect of the cooperation. Big “Internet celebrities” usually require payment of a promotion fee first, and then calculate the commission based on the sales volume. When the promotion budget is limited, you can develop more niche “Internet celebrities”. Most niche “Internet celebrities” only charge sales commissions, and can even cooperate in the form of product sponsorship without paying promotion fees.
< p>The interactive activity of the “fans” group determines the promotion effect. We can roughly judge the activity of the “fans” through a simple calculation formula. If all interactive behaviors/number of fans ≥ 1%, it means the interactivity is very good .
AliExpress provides connection resources for cooperation with “Internet celebrities” from various countries in the seller’s backend. The “Internet celebrities” here are called “masters” and sellers can cooperate with “masters” in the backend. The module publishes tasks. After receiving the tasks, the “masters” create promotional materials according to the requirements and promote them to their “fans” through various channels. Sellers can choose three payment methods: fixed price, free gifts and CPS (Cost Per Sales). As a reward for “masters”, the payment method of fixed price + CPS or free gift + CPS is more likely to be accepted by “masters”. If there is promotion of CPS payment method, “masters” will generate this ” A link exclusive to the “Master”, and any sales generated through this link will calculate a commission for the “Master”.