Case summary
In this era of open information and fierce competition, no customer truly belongs to him or her. Customers are easily attracted to competitors every moment. Therefore, merchants need to accumulate owned channels for continuous and high-quality content marketing, so as to empower customers' trust and conversion, and to make the entire business bigger and last longer.
In the face of the industry environment, Joyce, who is from Guangzhou, decisively chose social owned-channel marketing, embraced the changes of the times, and seized the opportunities of social media.
Case introduction:
The Joyce team is located in Guangzhou, and they operate a cross-border mid-to-high-end wig company. Affected by the black swan incident of the epidemic, offline customer interviews and transactions have become difficult.Online customer acquisition is difficult and expensive, but platform customer acquisition is difficult and expensive.current situation. Under this situation, Joyce saw the opportunity of cross-border social media marketing and researched cross-border social marketing service providers. By chance, she met SocialEpoch Guangzhou regional key account manager Su Maocheng. Lock in cooperation with SocialEpoch within two days,Build owned-channel marketing using WhatsApp SCRM as the carrierplan. After cooperation, the Joyce team took three key actions:Customer retention, labeling, and owned-channel operations promote conversions. Through these three key actions,Save customer data, improve personnel efficiency, reduce communication costs, and accurately grasp business opportunities。
Customer background:
Guangzhou, an important port city for China's cross-border sales trade, is also the starting point of the Maritime Silk Road. Here, we have witnessed the hardships of countless Chinese cross-border people, and countless success stories of global expansion have been born. Joyce and the company are one of them. Joyce company is mainly engaged in the global expansion business of human hair and chemical fiber wigs. Because of its excellent product quality and widespread recognition by customers, it has always occupied the mid-to-high-end market in the industry. Its products are also sold to Europe, the United States, the Middle East, Africa, the United States, Britain, France and other continents and countries. Before the black swan event of the epidemic, cross-border offline transactions were very common, and offline wholesale transactions at stalls were also their main sales channel. However, a sudden new coronavirus epidemic disrupted everyone's production and life rhythm, and also increased offline social distance. Inbound and outbound transportation was restricted, and the bustling stall transactions in the past had to face the reality of being empty.
Under this situation, the Joyce team naturally turned their attention to online. They opened stores on online trading platforms such as Amazon/AliExpress/Alibaba International Station. Like other platform merchants, they also face the problem of tightening platform regulatory policies and difficulty in converting customers to repurchase. On the other hand, the rise of social media platforms represented by WhatsApp and Facebook has also given the Joyce team a sense of business opportunities.
Before formally contacting and getting to know SocialEpoch Guangzhou Region Su Maocheng (Guangzhou Regional Key Account Manager), Joyce and the team also did a lot of research and learned about many different types of overseas social marketing service providers and products on the market. It can be said that the Joyce team has accumulated profound insights and understanding of the entire cross-border online marketing and social media social marketing sectors.
Opportunities for cooperation:
The first acquaintance between SocialEpoch and Joyce came from a strange visit from Maocheng. At that time, they had already established a deep understanding of overseas social marketing. At the same time, Maocheng also gave some suggestions for the Joyce team to crack the marketing growth in special periods:
- First, when offline transactions become a problem, online marketing must be done, especially online social marketing that responds to trends in the social media era;
- Second, when having and accumulating thousands of customer contact information, the company must do owned channel precipitation. In particular, many customers originally kept their WhatsApp numbers. It is important to establish contact with customers on WhatsApp and save the company’s digital assets;
- Third, in the face of communication and follow-up with a large number of customers, work efficiency and quality must be improved. In this case, efficiency improvement tools must be used to empower front-line personnel, reduce reception pressure and improve communication quality.
Maocheng's consultant-style analysis and explanation made Joyce feel the professionalism and attitude of the SocialEpoch team, which also made her resolutely confirm the formal cooperation with SocialEpoch within two days, embracing social marketing and owned channel global expansion.
Operational analysis:
Like many traditional cross-border sales merchants, the Joyce team has also accumulated a large number of old customers, and most of the contact information of these old customers are WhatsApp numbers. On the one hand, they need to retain these valuable digital assets; on the other hand, they need to promote the conversion and repurchase of old customers and promote online transactions.
Therefore, the core of the Joyce team's marketing is to build its own exclusive owned audience pool based on WhatsApp SCRM. This is a critical step to import the massive number of customers into the system and save it.
First of all: combine historical customer data with the batch import function of WhatsApp SCRMowned-channel operations to save customer data with one click.
Secondly: Use the batch publishing function of Operation Bao, combine customer portraits and stages, distribute different types of promotional content, revitalize historical users, and promote customer conversion and repurchase.
Third, combine quick replies, automatic replies, user portraits and other functions to understand each customer's situation and status during one-to-one intensive chats, so as to grasp customer needs and accurately output content;
Fourth, based on the entire system tools, improve everyone’s internal work efficiency and external customer service efficiency to achieve the purpose of reducing costs and increasing efficiency.
Case effect:
Owned audience pool precipitation + data asset preservation: fully realizedPrecipitate the originally scattered customer data into the WhatsAppowned audience pool to ensure the security of the company's own data. At the same time, it combines functions such as account suspension resource retrieval to avoid uncertain factors such as account suspension and turn many uncertainties into certainty.
Customer response rate: Significant improvementUtilize functions such as quick replies, automatic replies, and customer portraits to ensure one-on-one communication and refined operations with customers, ensure that customer needs are met in a timely manner, the value of customer experience is enhanced, and customers' trust and favorability towards the brand are also significantly increased.
Employee productivity: significantly improvedCombining functions such as batch import and batch publishing, publishing massive amounts of content to a large number of customers can significantly improve customer reach efficiency compared to the traditional one-to-one copy and paste method. For companies like Joyce, which have a large number of existing customer resources, employees can be freed from repetitive and tedious operations.
Customer Voice:
"I hope SocialEpoch can complete the sales prospecting cooperation in the wig industry. We are not afraid of competition from friends. We hope to embrace the social marketing era with everyone, join forces together, global expand together, and become bigger and stronger together!"
Faced with this question from SocialEpoch, Joyce gave an answer with industry height and pattern. Joyce said that there are not all problems in the actual operation of the product, but every time after raising questions, two members of the SocialEpoch after-sales team (SocialEpoch Xueyuan Jieting and Pei Pei) can give timely replies and answers. They are also very satisfied with SocialEpoch's after-sales service.
Joyce also said frankly: In this era of open information and fierce competition, no customer truly belongs to him. Customers are easily attracted to competitors every moment. Therefore, merchants need to accumulate owned channels for continuous and high-quality content marketing, so as to empower customers' trust and conversion, and to make the entire business bigger and last longer.
In addition to WhatsAppowned-channel operations, Joyce and his team are also deploying overseas social media operations such as Facebook, Ins, and TK.
