How does cross-border e-commerce do a good job of attracting traffic? If you want to build an independent Amazon AliExpress website, please check it out.

01Where does the traffic come from?

If you are in the right direction, you will not go in the wrong direction. Before answering this question, we need to understand where the traffic comes from: When the concept of owned audience begins to awaken, the source of the traffic becomes clearer:Public domain+owned channel. Owned channels are divided into own owned channels and other people's owned channels - other domains.

Naturally, traffic channels can be divided into:

• Public domain: such as third-party platforms, search engines such as Google, etc.;
• Other domains: such as competitors’ communities, fans of KOL internet celebrities, etc.;
• Owned channel: A group of customer fans trapped by corporate merchants, that is, a user group that can be reached unlimited times at almost "zero" cost.

Whether you are an Amazon-type platform or an independent cross-border e-commerce company, this classification is applicable. It is natural to start attracting traffic from these three directions.

02Public domain platform diversion

Public domain platform traffic includes Google, Bing and other search engines, SEO optimization, social media traffic, etc.

Google placementIt can be said that it has been around for a long time. Google has a large overseas user base and a wide coverage. Many products have penetrated into all aspects of people's daily necessities, food, housing and transportation. Currently, Google placement includes agency placement and independent placement. Agent placement is easy and simple, while independent placement allows you to control resources in your own hands and allow you to be more focused. Because of this, the bonus period for Internet users has disappeared for a long time, and now Google’s advertising prices have also risen.

SEO optimization + content marketing. This is not limited to the narrow SEO of the company's official website, but to pave the way for good content and SEO in various channels across the entire network to achieve brand-dominated content marketing. Platforms include but are not limited to Reddit, Quora, Medium, Twitter, Pinterest, etc.

For example, when searching for SocialEpoch on Google, the home page is full of SocialEpoch information. This is the result of our continuous SEO and content development.

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Social media trafficFor example, overseas social media platforms such as Facebook and Tik Tok can use multi-account matrix, crawl public information Page public homepage (similar to WeChat official account), and obtain relevant links and group information to achieve traffic conversion.

03Drain traffic from other domain platforms?

Other domain platforms: such as the current hot internet celebrity marketing, resource replacement, etc.

Li Jiaqi and Wei Ya are the most popular players in this model in China. In fact, there are also such groups overseas. They have a common name - KOL (Key Opinion Leader).

The global expansion clothing giant SHEIN, the children's clothing brand Patpat, and the glasses brand TIJN, which we are familiar with, have all adopted the cooperative marketing method of Internet celebrity KOL to achieve customer acquisition growth. The advantage of this is not only in attracting traffic, but also in marketing planting. Even if some customers have not placed an order at the moment, they can still plant grass in their hearts to achieve the effect of brand promotion.

04owned channel growth and traffic

owned-channel operations: Build your own owned audience pool and find increments from the existing market.

This is the most easily overlooked way to attract traffic, and it is also a crucial way to grow. Owned audience is to find incremental growth in the existing market, helping brands quickly find circle of customers through customer reuse, referrals, etc., and reducing customer acquisition costs.

Let’s do a simple calculation. If the customer acquisition cost of a customer is 1:

If he comes, buys an item and leaves, the cost is still 1;

If he comes and buys an item. If you guide TA to the owned audience pool, then the customer acquisition cost will be "0" for the next purchase. If the product experience is good and TA introduces new customers in the future, the cost for new customers will be lower. Through continuous investment to attract new customers, new customers become old customers, and old customers are referred, customer acquisition costs will continue to decrease, and ROI will continue to increase.

This is the charm of owned-channel operations. One traffic, N times of conversion. Once you make a deal, you will stick with him for a lifetime.

Usually owned-channel operations need to implement three aspects of design:

• Realize the progression of customer relationships: from potential users to customers to members to recommenders (KOC);
• Realize traffic self-circulation: traffic cycle from traffic diversion to conversion to repurchase to recommendation;
• Realize product system design from low customer orders to high customer orders.

For independent cross-border sellers, the website can directly contact customers, and customer data can be retained in the background. Owned-channel operations+ is the icing on the cake. For sellers on Amazon-like platforms, they cannot establish direct contact with customers due to platform supervision. They need to do owned-channel operations+ to get rid of dependence on a single platform and reduce operational risks.

……………Commercial time is up………………

The feasibility of owned channel is self-evident, but how to do owned-channel expansion is full of difficulties and obstacles:

• How to realize the "thousands of people, thousands of faces" operation and management that leverages the power of a few people to leverage thousands of users?
• Building a community through owned channels will inevitably lead to sluggishness. How can we make the community active?
• Public domain placement is expensive. Is there a more cost-effective method of customer acquisition?
• Is there a systematic approach and methodology that can be learned for owned channel global expansion?
• From conversion to repurchase to recommendation, what mechanism is used to connect and what system is used to carry it?
• ...Omit 10,000 questions here

Don’t worry, now SocialEpoch has integrated the entire owned channel global expansion model into an effective solution:S2B2C social owned-channel marketing solution, fromSocial traffic flow, owned-channel operations, repurchase empowerment, fission platform to global expansion methodology trainingEmpowerment throughout. With the help of this solution, SocialEpoch has helped Miniso’s global expansion in India and a domestic e-cigarette brand’s global expansion in Southeast Asia. Both achieved millions of users within half a year, creating a new global expansion model for efficient monetization.

Owned channelglobal expansion Find SocialEpoch, contact the customer service lady below to open the new mode of owned-channel expansion.