1. Why do Facebook marketing?
As the world's largest social media, Facebook has a staggering 2.9 billion monthly active users, and this number is still growing, which means that almost half of the world's people are on Facebook. The focus of many companies on Facebook has also shifted from whether to do it to how to do it.
Not only that, Facebook was one of the earliest social media platforms, which established the habits of overseas users and formed a mature commercial service model. It was also the earliest overseas social media well-known to Chinese people.
The main reasons why many cross-border companies choose to do Facebook marketing can be summarized as the following three:
First: Facebook has a large population base and wide coverage.
The value of this is obvious. Only in a field with a large enough population base can companies screen out truly valuable customers and gain brand exposure in a larger pool.
Of course, facing a huge user pool of 2.9 billion and with limited budgets, companies want to screen out more and higher-quality customers. Refined operations and high-efficiency operations have also become standard for FB marketing.
Second: Facebook is based on acquaintance socialization and circle socialization.
Facebook is the originator of the online transformation of offline social networks. It is well versed in the "social network of acquaintances" and also achieves the gathering of people with the same interests and hobbies through homepages, groups and other forms. In the online world, UGC content based on acquaintance networks also creates good opportunities for publicity.
Third: The commercial marketing service capabilities on Facebook are very complete.
Facebook customer acquisition capabilities mainly come from two sources. One is the paid promotion business through setting up a Facebook Business account, and the other is social media operations based on Facebook. At a time when investment is rising, Facebook social media operations have also become a must for corporate product promotion + customer acquisition.
2. How to operate Facebook?
Facebook marketing is mainly based on these positions for marketing customer acquisition:
1. Public homepage Page, equivalent to WeChat official account;
In Page, companies can configure basic information and output content. In this brand collection information house, company and product information are fully displayed, allowing customers to understand the brand from zero to one.
A piece of good news worth paying attention to: When creating a Page homepage, you can now set a WhatsApp contact button. In other words, when customers browse the homepage information, they can communicate with you on WhatsApp with one click, and import the owned channel with one click to establish a one-to-one direct connection with the customer.
2. Group Group, equivalent to Douban group;
Groups are equivalent to domestic Douban groups, which are collections of people with the same interests. In the Facebook marketing process, companies can create groups or join groups where target customers are located. The same is true for its marketing customer acquisition idea. You can create groups to gain the attention of target customers, and you can also find target groups for marketing.
3. Post, which is equivalent to Weibo news;
Facebook posts are very rich in content, supporting text, pictures, videos, animations, links, etc., and support topical content, which is very beneficial for marketing content display, and it is also convenient to divert traffic to your own independent website or third-party platform.
For marketing of posts, companies mainly focus on two directions: PGC (professionally produced content) and UGC (user-generated content). PGC shapes the official professional image of the company, and UGC builds high brand popularity.
4. MarketPlace, equivalent to Xianyu/Zhuanzhuan.
This is a magical traffic field, but the marketing methods for B2B cross-border sales and B2C cross-border e-commerce are slightly different.
For B2C cross-border e-commerce: Each merchant can directly find a large number of customers by referring to the low-price attraction of domestic salted fish players or the resale of second-hand goods, and then complete transactions in other malls or owned channels.
For B2B cross-border sales merchants: Store owners in MarketPlace are precise distributors and dealers. You can find them in bulk through Facebook Pinxuanbao and develop them into your own major overseas customers.
3. Why is Facebook not effective in attracting traffic?
Can Facebook marketing bring traffic? certainly!
But why are the Facebook marketing results of many companies unsatisfactory? Investigating the reason, it is not that the company's own products or content are not good enough, but:too little！
The amount of content is too small!
There are too few discussion posts!
There are too few related groups!
The homepage shares too little!
There are too few product displays!
……
In the entire Facebook ecosystem, it is difficult for a small amount of content to gain enough popularity and conversion at once. If cross-border sales or cross-border e-commerce want to change this situation, they can use massive accounts and massive content to create high popularity of brands or products.
So, how to operate specifically at the drainage level? If you want to improve the effect in a short period of time, you must basically combine the batch matrix operation method to amplify the quantity and quality of content. To put it simply, it is to use the human sea tactic + the wheel tactic. Use a large number of accounts to create a content matrix, continuously share brand or product content in different scenarios such as Post/Group/Page/Marketplace on the entire platform, carry out saturation attacks, and promote discussion, sharing and conversion of users within the entire ecosystem.
4、How to increase Facebook marketing effectiveness hundreds of times?
As we said before, if you want to improve FB’s product promotion effect, a necessary configuration is the human sea tactics, wheel tactics and saturation attack. Of course, this approach will also bring about a problem. A large number of accounts must use a large number of devices to register, log in and operate. A large number of accounts also require a large number of personnel to perform operations. The operating costs and difficulty will be greatly increased.
Many companies will use Facebook Pinxuanbao to carry out batch automation and RPA script automation operations, achieving an operational scale of managing thousands of accounts per person per computer, solving the problem of batch operations of multiple accounts and personnel costs, while improving operational efficiency, and achieving a thousand-fold improvement in FB marketing effects in a short period of time.
5. Can Facebook have multi-account access?
Yes! Using FB Pinxuanbao, you can log in to ten accounts with multi-account access at the same time. One computer can log in to 1,000 accounts, which reduces the hardware cost of Facebook operations and facilitates Facebook account warming.
6. How do cross-border sales use Facebook to get inquiries?
Facebook is naturally beneficial for international trading companies to inquire and acquire customers. Firstly, the entire Facebook ecosystem has a large user base and wide coverage, and has also formed a good commercial marketing service mechanism. Many B-end customers will pay attention to and use Facebook; secondly, many corporate merchants will use this platform to open stores and promote. Therefore, good Facebook marketing can help international trading companies develop new customers and gain inquiries and attention.
For international trading companiesglobal expansion, Facebook marketing is a must. Published on OneSight2022Q2 "BrandOS TOP100 global expansion brand social media influence list", the top two sub-sectors are gaming and consumer electronics, and the third, you would never expect, is industrial manufacturing! In addition to the outstanding representative of XCMG, there are many cross-border sales brand global expansion companies.
Compared with the display of coupons and product details by B2C cross-border e-commerce companies, the marketing of international trading companies in the social media matrix will not only emphasize product information, but also emphasize comprehensive advantages such as production technology. In terms of the value of social media product promotion, we will continue to develop its customer acquisition capabilities.
First, you can use the Facebook Query Tool to collect public homepages, FB ads, groups, competitive potential customers, and small B users/dealers within MarketPlace in batches, and then reach them and establish connections through batch communication in various scenarios. Second, the official Facebook account is also the official comprehensive information house of each enterprise. After all relevant information of the enterprise is configured, the official account of the enterprise can be promoted by combining the batch matrix operation of Facebook Inquiry Bao: repost sharing, homepage comments, group comments, etc. With the promotion and recommendations of thousands of accounts, build the popularity of the official main account and let your inquiries come uninvited!
See here for details:
7. How to promote customer transactions through Facebook comments?
According to Forrester's definition, VoC refers to a set of solutions that collect and analyze customer feedback data, mine the value of the data, and use it to guide business decisions.
The value of VoC is to allow the entire enterprise and brand to create a customer-centric core concept by paying attention to the voice of the customer, taking actions based on the intentions and needs expressed by the customer, continuously optimizing and adjusting, and providing the best service experience to customers in all aspects.
Companies that are good at maintaining customer experience will have 4-8% higher revenue than others; a good customer experience can increase customer lifetime value LTV by 6-14 times, which is the research result of Bain Consulting.
A good VoC can naturally significantly improve customer experience and increase corporate profits. Generally speaking, VoC comes from several sources: social media, online reviews, questionnaires, customer service online communication and telephone communication, etc. Among them, the influence of social media is becoming more and more significant.
Of course, this is related to the rising influence of social media in the online environment. In recent years, social media has continued to occupy users' time and energy. They have given everyone digital capabilities and online social skills, and have also made everyone develop "dependence" on social media. They have also provided many opportunities for VoC marketing.
In the domestic marketing industry, millions of Little Red Books posts + tens of thousands of Douyin Weibo posts have become a must-have for many new brands and new products. Generally, such a combination can basically make the product/brand a hot topic.
The same is true for overseas marketing. Social media such as FB/TT/Ins are not only content sharing platforms, but also marketing platforms for merchants. Producing public opinion content on such social media platforms will have a positive effect on the entire brand and products.
97% of customers say that reviews will affect their purchasing decisions; reviews are an important part of VoC, and VoC determines business results; social media is an important source of VoC, and its influence is growing day by day; Facebook is the king of overseas social media, with 2.91 billion monthly active users worldwide; such a setting determines that Facebook, which occupies the dominant position of overseas social media, is bound to be a prime location for overseas social media marketing. Good content marketing on Facebook will penetrate countless customers' perceptions and influence customer decisions with content.
So, how to influence customer decisions through FB content marketing? It is still similar to the marketing idea of millions of domestic Xiaohongshu: batch matrix.
In short: if one comment is hard to convince, then thousands of them; if one user’s voice is hard to convince, then what about thousands of people? If the information in a homepage is not convincing, what about homepage + group + comments + posts and other channels together?
Did you see the picture above? All important marketing positions such as groups, links, posts, and transaction posts on the right can be operated in batches with multiple accounts through a FB product announcement system, quickly improving your Facebook marketing effect and creating the dual value of brand promotion + customer acquisition.
The following is a screenshot of real data from a certain global expansion customer. Through a system, thousands of FB marketing actions can be completed in one day, improving traffic drainage and publicity efforts on the basis of saving labor costs. Use massive UGC (user-generated content) to create high popularity of the company, thereby promoting conversion.
8. Can Facebook automate operations in batches?
Facebook officially does not support batch automated operations, but combined with Facebook Product Xuanbao, it can realize batch login and launch, batch operation of posting and reposting, batch joining of groups, and automatic operation of RPA scripts, subversively improving FB operational efficiency.
9. How to solve the Facebook account warming/account suspension problem?
As long as there is marketing behavior, there will be the risk of account suspension, so Facebook is not 100% free of account suspension. It can be combined with multi-account access operations and other forms to carry out account peak shifting marketing and account warming to increase the account weight; it can also be combined with multi-account access and multi-account marketing to share the marketing content of each account, reduce the account suspension risk of each account, and improve the resilience of each account.
10. What value does Facebook have for overseas owned-channel operations?
WhatsApp and Facebook are both social applications owned by Meta. WhatsApp has 2 billion monthly active users, making it the instant messaging software with the most users in the world; Facebook has 2.9 billion monthly active users, making it the social media with the most users in the world. There are natural advantages to doing WhatsApp traffic on Facebook. Now, when creating a Facebook homepage, you can add a WhatsApp button and WhatsApp account to facilitate customers to communicate through WhatsApp with one click, and import customers into your own owned channel with one click.
In short, Facebook is the source of corporate customer acquisition in the public domain, and WhatsApp is fertile land for overseas owned-channel operations to expand customer LTV value. The combination of the two can achieve full-link marketing of overseas owned channel traffic + operations.
Click here to view:Ten common questions about WhatsApp marketing, explained at once!
