Summary
In this era of sales automation and acceleration, changes in user habits, transaction scenarios, market environment, and product information flow have caused the entire marketing and sales methods to be constantly updated and iterated. From offline transactions at the beginning, to online e-commerce platforms, portals, forum and post bar marketing, to mobile Internet, to today's social media and social marketing. We have a profound understanding: there will never be a shortage of traffic or users. What changes is the platform and scenarios. In this article, starting from the background of the continuous rise of overseas social media and social platforms, we will analyze SocialEpoch’s findings and thoughts on overseas marketing and sales growth.
Traffic, a common problem for almost all enterprises
Traffic is the most real desire of every corporate marketing and sales department, but the high cost of traffic customer acquisition is also their deepest growth pain point. Let’s take B2B enterprise service companies and companies with long-term customer links as examples. They are experiencing the pain of the times on the entire marketing growth side:
From the perspective of incremental customer acquisition, the cost of digital marketing represented by Google and FB has been rising. The high cost also means that precise customer acquisition is difficult. Not only that, after GG/FB is launched, retaining customer contact information through forms, emails, etc. will also cause a certain degree of circulation and loss, and difficulty in retention is also a common problem.
From the perspective of stock growth, it is not easy for existing customers to promote conversion and for already converted customers to promote repurchase. In the absence of system assistance, even the most basic security preservation of enterprise and salesperson customer data is a problem.
Interestingly, there are massive customer resources on overseas social media. If you rely on manual search one by one, you will definitely be able to find them, but the efficiency is too low and it is a waste of time and energy. In such a scenario, if we can build the ability to proactively and accurately find customers in batches, I believe that corporate marketing and sales growth will be more effective with half the effort.
Therefore, during the bottleneck period of corporate traffic growth, if we can seize the opportunity of social media's massive user pool, with the support of marketing and sales technology, amplify the company's customer acquisition capabilities and reduce the cost of attracting customers, and at the same time combine the characteristics of social media and social instant communication to reduce the loss of customers during customer transfer, it will definitely be a differentiated opportunity for the growth of all cross-border and overseas local companies.
Based on this thinking and SocialEpoch’s years of R&D technical capabilities, we turned this vision into reality and achieved it through five key social media sales stages:
First: Social media intelligence stage
Salestech tells us that sales intelligence (sales intelligence), with the support of technology, can save marketers time and energy while locking in a large number of precise customers. Unlike other scenarios, social media data is dynamic and real-time. Taking Facebook as an example, automated batch RPA scripts + account matrix can accurately locate sales intelligence in a short time and improve the efficiency and quality of corporate customer acquisition.
Of course, in addition to Facebook, the social media giant that ranks first in monthly active users, TikTok, Ins, Youtube, etc. can all run such RPA scripts to achieve batch customer acquisition. Moreover, these users and content are all real-time and dynamic, with higher quality and better matching the current needs and status of users.
Second: Social media sales stage
As mentioned above, loss comes from circulation. What if after obtaining information, communicate directly on the corresponding platform. Communicating with customers wherever they are is naturally more in line with users’ instant gratification experience and can also reduce losses during the circulation process. At this stage, the advantages of social media and social platforms for instant communication are also reflected.
Third: Sales interaction stage
Sales technology, automation and science are now important means to improve efficiency and shorten transaction time. When it comes to focusing on improving sales efficiency, Saletech and Martech have become indispensable technologies.
In the early stage of customer communication and screening, through RPA (Robotic Process Automation), MA (Marketing Automation) and AI (Artificial Intelligence), companies can complete the processing of massive data information in a short time, screen out effective customer data, improve interaction efficiency, and facilitate subsequent manual follow-up communication.
Taking MA (marketing automation) capabilities as an example, every company can use the label system and MA capabilities to create professional customer follow-up content SOPs. Click here for details:SocialEpoch marketing automation is online: batch automated sending of personalized messages is no longer a dream
Fourth: Precipitation of digital assets
Owned channels are the moat for each company's own marketing growth and the carrier for the company's stock growth. Enterprises need to digitally preserve customers from any channel and form, and save customer data for corporate officials, salesmen and sales personnel.
In this matter, the social owned channel represented by WhatsApp (the first overseas instant messaging social platform) is the first choice. It connects customers to WA SCRM and realizes the online socialization and digitization of business operations with one click, completing customer service and internal collaboration based on instant communication.
Fifth: owned-channel operations stage
The construction of owned channels is to explore the social value and lifetime value of customers. From the original simple and crude method of winning by quantity, it has been transformed into refined operations that combine user portraits and journeys, and grasp business opportunities to promote customer conversion and repurchase.
This is also the focus of marketing growth for cross-border and overseas companies that we have been focusing on. In the past three years when domestic owned channels have become popular and become a new profit growth point for many companies, social owned-channel operations that replicate domestic successful experiences overseas are a direction worth exploring for many cross-border and overseas companies.
Summarizing the above five stages, they also form the framework of SocialEpoch's overall solution for B2B Social Selling for cross-border and overseas enterprises with high customer unit prices and long customer journeys.
On the basis of this plan, with technical support, it can create a core sales growth moat for the enterprise:
Moat 1: SCRM system
Build a Social CRM system to visually display the original "offline" customer management information on the right side of the conversation bar;
Moat 2: CDP Consumer Database
Build a CDP consumer database based on enterprise customer data to accurately gain insight into business opportunities and empower sales transaction conversion;
Moat Three: MA Marketing Automation
Through marketing automation capabilities, content marketing based on user portraits can be realized.
At a time when traffic growth is difficult and social media has become a new marketing and sales opportunity, social media sales technology such as Social Selling can be used to achieve full-link technical optimization from incremental traffic to stock operations to conversion and repurchase, and use technology to empower sales business growth.
Accurate sales intelligence, proactive social media reach,
Efficiently screen leads and operate owned channels carefully;
Save customer data and accurately profile users,
Gain insights into customer business opportunities and be one step ahead in closing deals.
