Interpretation of social media sales plan for B2B cross-border sales scenario:
SocialEpochB2B Social Selling overall solution - build sales on social media/social
Interpretation of S2b2c social e-commerce scenario solutions:
SocialEpochS2b2c social owned-channel marketing solution - Ant Xiongbing style distribution growth system
Interpretation of social new retail scenario solutions:
SocialEpoch social new retail solution - offline users become online, and online users become owned channels
01
Direct to Comsumer
Stuck without Comsumer
From cross-border sales to Amazon-like platforms to DTC independent stations, customer traffic is always the unanimous demand of everyone. Especially for independent station operators who have no place to rest without the big tree, low-cost customer acquisition + high-value output is always an inevitable pursuit.
Today, we will talk about how SocialEpochDTC independent station owned-channel operations solution empowers independent stations to achieve marketing cost reduction and efficiency improvement.
02
The marketing empowerment every independent battle needs
- Carry out batch automated precision marketing
For each brand independent website, traffic is always scarce and expensive. On the premise of obtaining accurate clues, it is of course necessary to be able to conduct some batch automated marketing operations to reduce customer acquisition costs and energy.
- Develop customer lifetime value and social value
The biggest fear is that after the customers come, they are not converted or retained. For independent website merchants, it is best to convert after spending hard money to attract traffic. If there is no conversion, it is very likely that customers will be lost, which is a huge loss for the enterprise. Therefore, each independent website needs to develop customers' repurchase and referral capabilities, increase customer unit prices, and improve ROI, that is, develop customers' lifetime value and social value.
- Improve business and store operating ROI
This is in line with the previous step. Under certain operating costs, if the overall operating ROI can be improved, the profit value of the enterprise's independent website will naturally be higher.
- Reach customers unlimited times at zero cost
The starting point for all enterprise merchants to build owned channels is the same. If you only rely on public domain traffic to attract a group of customers and sell a group of customers, the cost of investment will be too high. Through the owned-channel operations model, customers can be reached unlimited times at zero cost, reducing customer contact communication costs, which can naturally play a role in reducing costs and increasing efficiency.
- Precipitate public domain traffic into the social owned audience pool
The advantage of independent websites compared to other platform stores is that the customers are all their own. They cannot guarantee that all customers will stay in the independent website in real time, but customers are very likely to stay in social networks and social media in real time.
Therefore, if all the public domain traffic attracted by the enterprise can be deposited into the social owned audience pool, real-time online access to customers can be achieved. Whenever a company releases a new product, it can distribute relevant information to customers as soon as possible, so that customers can quickly switch from social media to your independent website and promote conversion to purchase as soon as possible.
03
Build an independent station owned audience pool
Improve ROI through owned-channel operations
Independent website companies can accumulate public domain traffic into social owned audience pools to achieve unlimited repeated access to users at zero cost, from fans to members to distributors, and develop users' lifetime value and social value.
We need to look at this from two directions. The first point is the incremental traffic of enterprises, and the second is the stock growth of enterprises.
For every independent website enterprise, it is necessary to obtain a large number of customers through advertising, social media operations, etc. This can be called public domain incremental traffic.
For this group of customers, our owned-channel operations model is as follows: after the customer successfully attracts traffic through Facebook advertising, Google advertising or Facebook/TikTok social media operations, the first step is to try to guide the customer to the company's independent website landing page to promote customer transactions. It would be best if the customer can close the deal. If a customer cannot close a deal, we must also try our best to retain them.
Specific actions can be divided into two parts:
- First, if the customer's order is completed, the customer can be added to WhatsApp through voice logistics WhatsApp notification and become a member of the company's owned channel matrix membership system.
- Second, if it is a user who has abandoned a purchase, that is, a customer who has entered an independent site but has not completed a transaction, you can set up customer service on the site through WhatsApp diversion treasure to guide customers to add them to the company's WhatsAppowned channel matrix. Promote customer conversion through owned-channel operations from fans to intended users, and previous customers can promote repurchase through the operations of owned channel member users.
At this stage, through the collaboration of the two products of WhatsApp Operation Bao and Marketing Bao, the company guides new customers of the independent station to make transactions and old customers to repurchase, thereby improving the ROI of the independent station operation.
For existing customers, you can also use owned channels to activate retained customers. Existing customers are usually customers who have accumulated a long history of the company and have mobile phone numbers (because they need to express goods). Through the form of WABA (official API), companies can reach these customers, and then, similar to the way of attracting incremental customers in the previous step, try to guide them to the landing page of the independent station to promote transactions. If the transaction cannot be completed, it will naturally be retained and operated based on the logic of abandoning the customers.
As a result, the independent station can achieve customer attraction and retention from both public domain increment and owned channel stock, improve customer repurchase and referral, and enhance the final effect of the enterprise's entire operating ROI.
04
Build an overall solution for DTC brand independent station owned-channel operations
Realize the value of 4C model
The first C: CustomersThat is to say, public domain social media attracts traffic, through Facebook Drainage Bao and other products, combined with the RPA account matrix batch marketing method, to obtain precise customers for each independent station.
The second C: ConnectionThat is, customer data bridging, through WhatsApp SCRM+WABA+WhatsApp Link (Diversion Baohuo Code) and other methods, leaving every valuable customer contact information for the enterprise.
The third C: CommunityThis is what we often call a community—owned channel. You can use the two products of WhatsApp SCRM owned-channel operations and owned-channel marketing to achieve both customer management and content marketing, promote active conversion of customers, and enhance the value of the company's owned channel.
The fourth C: ConversionThat is to say, owned-channel operations are used to increase the paid conversion rate, and the owned audience pool is used as a backup guarantee for each independent station, and the independent station is repeatedly and continuously fed back, empowering the independent station to convert multiple times.
Through the overall solution of SocialEpoch independent station owned-channel operations, five major problems can be solved for independent stations: difficulty in public domain customer acquisition, difficulty in owned channel growth, low customer value, high customer cost, difficulty in data retention, etc., and a strong social connection owned audience pool is built for each independent station.
05
SocialEpochDTC's overall solution for brand independent station owned-channel operations can build an exclusive social owned audience pool for each brand; solve the problem of customer acquisition in the public domain and the problem of owned channel stock growth; it can use owned channels to feed independent stations to promote customer retention, promote corporate transaction growth, and improve independent station operation ROI.
For more details on the independent station owned channel traffic diversion operation plan, please feel free to communicate with us via private message.
