The background of the times determines how we obtain and use traffic.
In the traditional marketing era, channels are king and the media is centralized. For brands and consumers, gathering under the lights is the only choice for exposure. For example, celebrity endorsement is the first choice for many corporate brand promotions.
There is no doubt that this is the age of social media. Consumers no longer look up to brands, and brands no longer explore consumers. An equal and open environment allows the two to start dialogue and communication at the same level. Brands that tell the stories of small people from a "civilian perspective" are more popular.
Telling the stories of ordinary people well can resonate with every ordinary consumer. Ordinary people's cultivation of ordinary people is far more real and profound than that of celebrities.
The Marketing 3.0 era is an era of humanistic marketing using thoughts, spirits and hearts. Customers and consumers are not just traffic, but also people with independent thoughts and rich emotions. Driving customer value from a humanistic perspective will make the business warmer and the business line longer-lasting.
In the past, the business process of any enterprise was inseparable from two steps, namely traffic to conversion. In the era of social media where owned audience is king,This process needs to add the last two more critical steps: repurchase and referral (recommendation).
Changing from the social marketing thinking model and using social marketing, repurchase and referral traffic instead of advertising traffic is an approach that fits this era.
These two are the reuse of the traffic that the company has already trapped, which is low-cost but very accurate. Combined with good product services and incentive mechanisms, it will definitely enhance user stickiness and completely establish a business self-circulation model from traffic → conversion → repurchase → recommendation.
So the first step is how to break through the traffic bottleneck?
In view of the characteristics and practical experience of global expansion marketing, we believe that there are several dimensions:
- Buy traffic: Various types of advertising, such as obtaining traffic through Tik Tok, Facebook, Google, Bing and other search engine advertising and SEO. This is a costly approach.
- Create traffic: Plan self-media, short videos, live broadcasts, games and other activities to attract customers, such as the popular Facebook homepage, Tik Tok live broadcast and other forms.
- Repurchase traffic: Improve the repurchase mechanism based on customer relationship management, product system planning and other perspectives.
customer relationship management, for example, combined with SocialEpoch WhatsApp SCRM, you can create user portraits and find suitable opportunities to promote customer repurchase.Product system planning, for example, a certain maternal and infant business that we have cooperated with for a long time, from the initial maternity package series, to the newborn series to the later baby series, has continuously locked in customer needs and continuously achieved repurchase.
- fission flux: Fan fission, old customer referrals, partner distribution and other models. in the country, this idea first exploded in the micro-business model. The model of stocking up goods for mothers is not advisable, but the idea of fission is advisable.
LopDeals distribution fission e-commerce platformIt is a fission distribution system that we established based on the cross-border characteristics of global expansion. It is different from traditional independent websites. It focuses on human factors and provides solutions for profit sharing based on social relationships. In this way, a friendly gratitude chain based on social relationship sharing is formed, allowing the recommender and the recommended person to benefit at the same time. Only in this way can the fission traffic be more meaningful and sustainable.
Step 2: How to convert?
That is, the design from inquiry to conversion, we have shared related information before, mentioning the importance of refined operations to enterprises.
Attached here is the portal:There are obviously a lot of inquiries, but the conversion is always 0. The problem may be here.
Here, we would like to combine a customer case and emphasize the idea of "product system planning", hoping to give everyone reference and thinking.
In view of the confidentiality of customer data, customer cases are basically explained in text at this stage.
There is a global expansion business that sells traditional Chinese handicrafts and has created a product system with four different dimensions:
- Drainage money: A simple traditional Chinese-style handicraft. You only need to purchase materials and you can get a free instructional video. It is fun and simple, and many customers have been attracted by it.
- Basic model: Provide multiple series of handmade products, suitable for different groups of men, women, old and young. For example, the in-depth Chinese culture enthusiasts series, the children's concentration series, etc.
- Upgraded model: It is a product for in-depth grass growers, and it will be more difficult. But the more difficult it is, the more it will attract many handicraft masters or Chinese culture enthusiasts to buy it.
- Collection: Each model is a hand-made product with high value. Some of these buyers even travel thousands of miles to visit the production site. The visit to the site is the scene with the highest transaction rate for collectible products.
Different products have different services, but the product system planning based on different positioning customers is the same. Perhaps every enterprise can carry out such a design.
How to repurchase and recommend?
Based on our past practical experience with cooperative customers, there are two reference points worth pondering:
Conversion: What is needed is a membership mechanism; Recommendation: What is needed is a distribution mechanism.
Members are different from customers. Customers are people who make one-time purchases and leave immediately after buying. Members, on the other hand, are people who have a certain relationship with the merchant. Once they make a transaction, they will stay with them for a lifetime. This may be the true meaning of promoting repeat purchases.。
Why many merchants are unable to achieve repurchase in practice? Perhaps it is because they have not left contact information, such as not adding WhatsApp (this also repeatedly illustrates the importance of operating owned channels in the social media era); perhaps it is the quality of products and services; perhaps it is because there is no reasonable product system or membership system to connect repurchase. In short, the reasons can be dismantled from the perspectives of customer relationship management information deployment, corporate personality, product system and membership system.
Recommenders are different from members. They are in-depth growers of sellers and are also stakeholders.
How to achieve successful recommendation requires a win-win design that is both self- and altruistic, carriers and materials for sharing, continuous rewards, and reasonable acceptance and conversion of recommended traffic, etc.
Due to space limitations, in this article we briefly introduce the essence of repurchase and recommendation. This part is rich and important, and it is also the top priority for us to continue to work hard for our customers in service cooperation. In the following sharing, we will combine more customer cases to carry out practical and effective sharing, and continue to empower more cross-border merchants to set sail for global expansion.
Summary
With cross-border global expansion, each merchant can create its own underlying marketing design model: traffic → conversion → repurchase → recommendation, realizing self-circulation of traffic. This is also a global expansion social owned-channel marketing design that conforms to the characteristics of the times.
