doIf Tik Tok wants to make money, read this article first - Practical Sharing Series ①
A good way to monetize APPglobal expansion can be applied - practical sharing series ②
Build owned channel streamQuantity pool, feedback to cross-border platform - practical sharing series ③
As mentioned above, in the practical sharing series ①②③, we respectively elaborated on the monetization methods of three different global expansion models, namely global expansion for social media marketing (such as Tik Tok/Facebook), global expansion for mobile Internet and cross-border e-commerce platforms (such as Amazon/AliExpress/Shopee). Click on the text to view the specific content.
As one of the mainstream cross-border options, independent websites can be said to be absolutely popular, especially when Amazon’s account suspension fines continue this year. At this time of operational involution, what we need to see more is a deeper cross-border industrial change:
The era of extensive distribution has passed, and the trend of refined operations is coming.
01 Independent station - an important carrier for DTC brand global expansion
Now when we talk about cross-border, we talk more about brand global expansion, DTC, refined operations and digital transformation. The independent website is an important carrier of DTC brand global expansion. Through independent websites, merchants can establish direct contact with consumers and get rid of various obstacles to achieve high-quality communication and interaction.
Through DTC direct dialogue such as independent stations, a large amount of user basic data and behavioral data during the shopping journey can be accumulated, further clarifying user portraits, and feeding back the company's next operational strategy.
It can be said that in the current era of refined operations and digital transformation, independent stations are an advantageous carrier for the global expansion of DTC brands, and they are also an owned channel position for global expansion companies to be independent from public platforms. In this case, independent stations naturally have problems of how to bring in off-site traffic, how to retain the traffic and convert it.
02 Social owned channel, the second owned channel pool of independent stations
The methods of attracting traffic to independent stations are nothing more than Google advertising, Facebook social media drainage, etc. The purpose of attracting traffic to independent stations is to convert them into transactions.
- But what about the loss of users who have not completed transactions?
- How can users who have completed transactions further achieve repurchase?
- How can repurchasing users strengthen the brand and achieve recommendation and referral?
What is needed here is another owned audience pool for independent website sellers - the social owned audience pool. Because like all platform sellers, independent website sellers cannot guarantee that all customers will visit the website every day, but they can ensure that consumers are online and socialized every day.
Social owned channel is an essential second owned channel pool for independent website sellers.Customers who have completed transactions should be directed to the social owned channel for in-depth operations to achieve repurchase and referral; customers who have not completed the transaction should be directed to the social owned channel to promote conversion and transaction and avoid the high cost of secondary traffic.
The following is the role of social owned channel in the operation process of independent stations: by guiding various types of customer traffic to different social owned audience pools in stages, further granular and refined operations can be achieved.
03 Social owned channels can always reduce costs, increase efficiency, and accumulate digital assets.
Since there are owned-channel operations, the classic owned channel customer relationship progression from potential customers to fans to customers to members to distributors is naturally indispensable. The typical characteristics of owned channels are N times of low-cost access, and social owned channels can be accessed all the time. Through continuous content planting, content marketing and profit stimulation, the transformation from customer traffic to conversion to repurchase to recommendation can be achieved in sequence.Develop the lifetime value and social value of each customer, and empower independent sites to attract traffic。
As mentioned above, during the operation of an independent website, basic user data and behavioral data can be retained to conduct data analysis and clarify user portraits. Of course, this is data after the user enters the website. The social owned channel is the data of users’ longer paths and longer links. Compared with the site, it will generate more real interactions and conversations, and it also plays a key feedback and guidance significance for the operation and management of independent sites.
This is also the second layer of value for more and more independent companies to deploy social owned channels, namely:Not only for low-cost N times of direct access to traffic, but also for longer links and more real first-hand data assets, and based on this for analysis, integration, and feedback iteration.
Summary: Compared with platforms, independent stations are a proper owned channel idea, while social owned channels are the second owned audience pool of independent station enterprises, which can accumulate different types of customers of the enterprise, achieve real-time access to content planting, reduce customer acquisition costs, and improve the scientific operation capabilities of digital marketing.
An independent website paired with a social owned audience pool is a perfect match.
