For many cross-border sellers, the sudden epidemic has caused a greater impact on the customer acquisition channel that was originally very competitive!
Many foreign and local exhibition activities have been forced to interrupt, and the market that was originally planned to be deeply explored has lost the possibility of further penetration; on the Alibaba platform, more competitors have flooded in, the unit prices of orders are getting smaller and smaller, and inquiries are getting fewer and fewer. Price wars are serious, and platform fees are not earned back throughout the year; emails are frequently bounced when developing customers through email marketing, with low open rates and even lower response rates, making it difficult to communicate in depth with customers.
Try to advertise by yourself, Google ads, Facebook ad accounts, the operation is too professional, find an outsourcing company to operate the account, I only know to increase the budget, burn tens of thousands of dollars, and there are not many inquiries!
The road to cross-border sales is really difficult.
In the past, China's cross-border sales export customer acquisition path can be roughly divided into three stages:
01
Exhibition marketing stage
Before 2000, if a brand wanted to take the road of export and international trade, it had to actually go out with its feet, participate in exhibitions abroad, expose products locally in the target market, or participate in domestic exhibitions, such as the Canton Fair. At that time, the cross-border sales industry had a traditional single channel, and transactions were basically facilitated after offline meetings.
02
Settling in the platform stage
With the help of the Internet, B2B platforms such as Alibaba and Made in China began to become popular in the first decade of the new century, creating an online platform channel for the export of Chinese products.
However, in the past 10 years, the marginal benefits of the platform have declined sharply year by year. Many sellers have begun to flock to the platform, and the situation of more wolves and less meat has begun to emerge. Price wars have also become serious. In order to increase their own profits, some platforms have even begun to compete with established merchants to compete for customers and set up self-operated stores.
Therefore, the cross-border sales bonus during the platform period has basically disappeared.
03
Purchase traffic stage
In the past 10 years, the mobile Internet has begun to rise. Many cross-border sales companies have begun to build their own marketing websites that can adapt to various terminal devices, and then buy traffic on Google and Facebook for customer acquisition. This method is fast in volume and can use the scale effect of the Internet to quickly circle potential customers around the world and make a lot of money.
But starting in 2019, more and more teams have joined traffic delivery, and the price of advertising has been driven up. However, there are only so many interested customers, resulting in a situation where advertising fees are too high and the cost of attracting traffic is unaffordable. In addition, the risk control of Facbeook and Google Advertising is becoming more and more strict. The bonus period of this stage has basically passed. Generally, only large international trading companies have the budget to hire advertising talents and are willing to spend a large amount of budget every year to attract new customers.
Therefore, at present, the simple method of buying traffic is no longer applicable to all international trading companies.
At present, we are in the fourth stage of cross-border salescustomer acquisition:
04
cross-border salesowned audiencestage
The cross-border salesowned audience stage is divided into two parts:
Part of it is the owned channel drainage stage
Part of it is the owned-channel operations phase
In the cross-border sales owned channel diversion stage, the focus is to deposit all potential customers into its own owned audience pool, that is, WhatsApp, while in the owned-channel operations stage, through the multi-touch owned-channel operations strategy, potential customers are converted into customers, and customers are turned into in-depth repeat customers and communicators who can help them recommend customers overseas and locally, creating a complete closed loop of attracting and locking customers.
Achieve customers' low dependence on your products into high-frequency use.
In the owned channel traffic diversion stage, we can not only directly deposit traffic into our own WhatsAppowned audience pool through traffic purchase, such as Facebook and Google advertising, but also use owned channel diversion account matrix methods, such as Tik Tok, Facebook and WhatsAppowned channel placement methods.
A low-cost and accurate solution to accumulate potential customers on WhatsApp, and then use owned-channel operations techniques to achieve one-time traffic, countless reuse, and permanent customer relationships, thereby achieving the growth process of getting potential customers to place orders, allowing new customers to become old customers, and allowing old customers to be willing to refer three-dimensional customers to the transaction.
SocialEpochThe WhastApp SCRM is the world's first WhatsApp traffic management system that integrates cross-border sales and cross-border salesowned audience.
In the past year of 2020, the SocialEpoch team has successfully helped more than 2,000 cross-border sales and global expansion teams build owned-channel operations systems through WhatsApp SCRM.
The standard that SocialEpoch has always adhered to is: tools + methodology + practical teaching empowerment system.
As long as you use SocialEpoch's owned-channel marketing tool, you can enter SocialEpoch's VIP customer group and conduct training camp-style learning. The learning content includes how to use WhatsApp for sales prospecting, how to increase customer transaction rates and referral rates through WhatsAppowned audience operations, and achieve localized customer fission in the global market.
SocialEpoch not only provides a set of methodology, but also a complete solution from methodology to practical operation and tool system.
Currently, just purchaseWhatsApp SCRMOne month of usage rights,You can achieve a complete strategy for empowering owned audiences, from theory to practical operation and traffic management strategies, and you can also make friends with bosses from all walks of life who are good at cross-border sales promotion in the cross-border sales industry and communicate with cross-border sellers.
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