Cross-border sellers should know that buyers will be less vigilant when the holiday atmosphere is strong. You won’t have too strong aversion to marketing from merchants, and you may even be willing to accept marketing from sellers. Differences in buyer sentiment will have a great impact on the final marketing effect. Of course, if sellers step on some thunderous points in holiday marketing, it will not only be difficult to promote sales, but also easily cause resentment among buyers.
1. Get rid of the product.
There is no doubt that for the vast majority of small and medium-sized independent website sellers, the ultimate goal of marketing is to sell goods. Therefore, the marketing itself needs to be centered around the product. If it is completely separated from the product, no matter how high the exposure is or how high the traffic is, the effect of improving product sales will be very small.
Therefore, when sellers conduct holiday marketing, they must remember to focus on products, brands and holidays. In addition, with the help of hot spot marketing, sellers should also consider whether the product is related to hot spots. If the correlation is too low, forced marketing is not recommended, as this will more easily arouse buyer disgust.
2. Sensitive topics.
Sharp and sensitive topics can help sellers get more attention, but most sellers are not professional marketers themselves, so it is difficult to master this degree. Even some novice sellers don’t know much about the topic trends and cultural customs of the target country, which can easily lead to “reverse operations” in marketing and cause a serious blow to the brand image.
Therefore, it is recommended that novice sellers should not touch sensitive topics. Within the scope of safer marketing, although the effect will be more common, at least there will be no major mistakes. Small and medium-sized independent stations have low risk resistance and poor public relations capabilities, so it is actually difficult to deal with this situation.
3. Discount loophole.
The fundamental purpose of getting sales is to get profits, so although big discounts can help sellers get more orders, the profits are too meager and boring. This is the consensus of most sellers. However, when many sellers set up discounts, the design rules are too complex, or when double discounts are set up inside and outside the site, discount loopholes can easily occur.
When buyers take advantage of loopholes to place orders, sellers will face the dilemma of either losing money or refusing to deliver to the buyer. The former seller needs to face certain economic losses, while the latter will obviously arouse the disgust of buyers. Therefore, in order to avoid these situations, sellers still need to conduct more detailed checks before launching discounts.
The above are the minefields that cross-border sellers must be careful not to step into when doing marketing. Finally, sellers should pay attention to the fact that although sellers need to deal with many things during the holiday marketing period, they should also avoid neglecting them. After-sales service, this will not only lead to an increase in return rates, but also reduce buyer favor.