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Knocking on the blackboard, the key points of the previous article are:The essence of owned channel is low-cost and unlimited access;This article wants to tell you:Owned channel empowers global expansion merchants to replace advertising traffic with repurchase traffic and referral traffic, to achieve the goal of reducing customer acquisition costs and increasing revenue.
How overseas owned channels achieve cost reduction and efficiency improvement is explained in the following four aspects:
1. Where are overseas owned audiences located?
WhatsApp！
There are many, many, many reasons:
- WhatsApp is an overseas national-level social application with 2.5 billion users. It is the overseas version of WeChat;
- WhatsApp has many features: you can send messages to strangers and create groups with strangers;
- WhatsApp is based on phone number registration and can easily establish multi-dimensional connections;
- WhatsApp communication is instant and fast, more convenient and faster than previous email EDM;
- WhatsApp’s social monetization steps have begun, payments have been launched in India and Brazil, and online ordering has been launched in South Africa;
- WhatsApp is becoming more and more “WeChat-like”…
2. How to get overseas owned audiences
2020 is the first year of owned channels; 2021 is the awakening of overseas owned channels. This concept gives everyone a clear understanding of traffic sources: public domain, other domains and owned channels.
- The public domain is the sea and belongs to everyone;
- Other areas are pools dug by others and belong to others;
- Owned channel is a pool dug by oneself and belongs to oneself.
Drain traffic from public domain to owned channel:
Classic methods include Google placement, Facebook information crawling, SEO/SEM, etc., as well as the currently popular Tik Tok short video marketing, etc.
Taking Facebook, which has 3 billion users, as an example, you can use batch intelligent marketing of accounts to access massive industry-related page and group information with one click to achieve the purpose of accurate traffic drainage.
Drain traffic from other domains to owned channel:The most common methods are cross-industry cooperation, resource replacement, industry KOL/KOC cooperation, industry information acquisition, etc.
Owned channel implements incremental traffic drainage:After settling customers into the owned audience pool, owned-channel operations are key. Good owned-channel operations include promoting order conversion, repurchase and referral, etc., to achieve internal expansion and increase of existing stock. How to find the increment, please see the next section for details.
Each of the above drainage methods actually contains a lot of content, including the design of the drainage process, data acceptance, application of tools and methods, etc. Each point would be a long paragraph if discussed individually, so I will not go into details in this article. If you want to know more, you can follow our follow-up series or send a private message directly.
3. How to operate overseas owned channels
The operation of owned channel is ultimately about people. Improving customer experience is the key. It basically needs to be carried out from two dimensions:One is the efficiency of owned-channel operations, and the other is the operating temperature.
Operational efficiency:Customers have a lot of information and can they respond in a timely and effective manner?
Customers come from diverse sources and speak diverse languages. Can we translate and reply in a timely manner? Customers are diverse, both male and female, old and young. Can we conduct refined contact and communication based on user portraits? If a WhatsApp account has too many marketing actions and is account suspended, can customers in the suspended account be reached again? The customer service staff is too busy and importing customer data one by one is too complicated. Can we contact them in batches?
These external communication efficiency and internal management efficiency issues are the key to ensuring customer experience in WhatsAppowned channels.
Of course, the problems that arise in owned-channel operations are far more than these. For example, personnel leave and take away customers, customer data is not desensitized to sell orders, and customer chat records are not saved and backed up. These are all problems. So with the emergence of WhatsApp SCRMowned-channel operations, one application solves N problems:
Operating temperature:As mentioned earlier, the essence of owned-channel operations is to operate people. Humans are animals with complex emotions. If we want customers to have a good experience and retain it, Maslow's hierarchy of needs theory tells us: either material abundance or spiritual satisfaction. In other words, it is either profit-driven or emotion-driven.
Among domestic owned-channel operations, WeChat red envelopes, rebates and commissions, gift offers, etc. are all common profit-driven forms, and the same is true overseas. For example, send a WhatsApp red envelope to users, and the benefits will promote retention and conversion. In this matter, owned-channel marketing Baolai can help, which can send red envelopes, receive red envelopes, withdraw cash, and most importantly - let customers add WhatsApp accounts.
For details, please see our video number of the same name.
Let’s talk about emotional driving: efficient owned-channel operations itself is a good and positive emotional experience, and interesting and informative material content is an assistant to assist the emotional experience. It contains various types of material content from various industries, smart business cards, and hundreds of ways to play. It is embedded in WhatsApp to help merchants achieve warm operations.
Behind efficiency and temperature are businesses' guarantee for customer experience and employee collaboration. In this era where experience is value, information technology-driven marketing can not only protect the marketing needs of merchants, but also minimize the disruption to owned channel users and improve customer experience.
4. How overseas owned channels contribute to revenue growth
The essence of owned channels is low-cost unlimited access. Overseas owned channels replace advertising traffic with repurchase and referral traffic, thereby achieving the purpose of reducing operating costs and boosting revenue growth.
For example, for many cross-border e-commerce companies such as B2C/DTC independent websites that SocialEpoch has served, attracting traffic is a problem. If a customer with huge investment costs is lost directly without completing a transaction, the loss will be even greater for the merchant.
The connection between merchants and owned channel models avoids this problem. Regardless of whether they are purchasing users or users who have not completed transactions, they can be directly introduced into the owned audience pool and use the repeated operational contacts of owned channels to achieve a variety of transformations: from potential fans to users; from users to members, increasing the unit price; from members to distributors, introducing more low-cost precision customers. Thereby improving ROI and helping businesses grow their revenue.
In addition, forMobile Internet APP global expansion, financial global expansion, platform cross-border e-commerce, popular Facebook/Tik Tok and other overseas social media operations, cross-border retail merchants, B2B cross-border sales, etc., the owned channel mode can efficiently empower it. For more detailed scenarios on how to use the owned channel model to achieve efficient returns, and sharing of excellent successful cases, please pay attention to SocialEpoch to watch the follow-up series.
For owned channel global expansion, look for SocialEpoch, which knows all overseas owned channels. For more cross-border marketing related information, please add QR code to communicate.
