SNS means “social networking service”, the full name is Social Networking Services, and it focuses on social traffic on the Internet.
I. Overview of SNS
Cross-border e-commerce is a battlefield for traffic, and traffic is basically shared by platforms, social networks, and search engines. After all, a single traffic is limited and may be temporary, so in addition to doing a good job on the platform’s in-site work, the majority of e-commerce friends must also be familiar with the knowledge of off-site traffic, among which social traffic and search traffic must be the top priority. Of course, if the sellers who have not even done a good job on the platform’s in-site work, they should first focus on the platform’s in-site work. Once the in-site traffic reaches its peak, it will be difficult to continue to increase, and then start with off-site traffic.
Before doing off-site traffic, it is necessary to explain a note: if inaccurate off-site traffic is directly imported into the e-commerce platform, a large number of browsing will not bring corresponding orders, which will affect the conversion rate of the product and then affect the ranking. Therefore, sellers need a Landing Page to filter some invalid traffic. Through the Landing Page, filter out the traffic with purchase intentions, and then guide it to the platform for conversion. This operation can largely avoid the negative impact of invalid traffic. As far as we know, the conventional practice of some big brands to do off-site traffic diversion is to directly guide off-site traffic to the self-built site for screening and filtering, and at the same time provide customers with opportunities in the self-built site to let customers decide whether to buy products on the self-built site or connect to a third-party platform (such as Amazon) to buy products. The former saves commissions and retains all customer data, while the latter borrows the trust of the third-party platform to improve the ranking of the store in the platform category.
2. How to do SNS well
Harvard economists proposed: There are no more than six people between a person and any stranger. The process of cultivating social circles can continuously re-educate the audience and strengthen the brand effect. If the seller is familiar with the skills and routines, he can continuously expand his influence and turn these resources into real customer resources.
3. Basic requirements for doing SNS well
1. Ensure the stability and security of the account
Whether it is Facebook or Pinterest, each software has standards for judging account security, especially new accounts. The security of new accounts starts from scratch and cannot be achieved overnight. All operations are based on compliance with platform rules and catering to the needs and preferences of platform customers.
2. Expand the audience as much as possible
The most important thing about social media is the people in the circle, but the more people the better. The audience must be accurate, so that effective conversion can be ensured in the future and a real fan group can be owned in the target market.
3. Content is king
This is an era where big sellers spend money on advertising. If sellers want to reduce costs and increase conversion rates, they can only start with content. Only vivid and rich content can attract customers’ attention. Sellers can use photos, 360° panoramic views or short videos to attract customers. Original content can also attract attention, and it is best to cause fans to promote it spontaneously.
4. Be familiar with the ranking skills of the platform
In the computer age, the operation of any platform is inseparable from the operating algorithms and rules of computers. Sellers should understand and understand the operating mechanisms and rules of computers as much as possible. Using lower advertising costs in exchange for higher conversion rates can help sellers achieve better marketing results on the platform.
5. “Internet celebrity” marketing
“Internet celebrities” promote their social accounts, and their fans and influence will increase exponentially. There are many ways to find “Internet celebrities”. The influence of “Internet celebrities” varies, and there are many ways to cooperate. Sellers should choose the appropriate model according to their actual situation.