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
Interpretation of DTC independent station scenario solutions:
SocialEpochDTC independent station owned-channel operations solution - establishing an impregnable owned audience pool
01
One diagram summarizes the owned-channel operations model of cross-border platforms and social media platforms
02
Is it a false proposition for platform companies to build owned channels?
Owned channels are relative to the public domain and refer to customer groups owned by merchants that can be reached directly and repeatedly at low cost. For platform merchants, the platform itself is the public domain. If an enterprise builds its own owned channel, does it conflict with the platform’s customer acquisition logic? Will it be restricted by the platform’s rules? In other words, is it a false proposition for platform merchants to build owned channels? Of course not, the more important value of being an owned channel is the continuation of the customer's life cycle value, the feedback and empowerment of public domain transactions, the shaping of brand influence and store weight through real interaction and communication with customers, the strengthening of customers' brand awareness, and the opportunity to establish a distribution system and achieve the company's distribution growth.
In short, the owned audience pool is a feedback to the public domain. It accumulates all new customers of the company and customers accumulated in the past in the owned channel, continues marketing dialogue, and guides customers to enter the platform for transaction conversion.
03
Growth challenges faced by public domain platform operating companies
In addition to the above values, many businesses building public domain platforms will also encounter many obvious growth problems:
For example, the categories of goods and services are restricted by the platform, and it is not easy for companies to increase the unit price per customer. When costs are certain, it is difficult to achieve breakthroughs in revenue growth.
Also, a typical problem for merchants or stores on public platforms is that when searching for products and services through keywords, customers are easily attracted by competitors and their brand awareness is not strong enough.
In addition, many companies on public domain platforms (such as Amazon) have certain regulatory rules. From the perspective of protecting the platform ecology and data, they will limit the opportunities for companies to have social contacts and telephone and mobile phone numbers with customers.
If you want to break through growth and solve the above problems, owned channel is a key key.
04
How to build owned-channel operations model for cross-border and social media platforms
Whether it is a B2C platform (Amazon, Ebay, Shein, Shopee), a B2B platform (Alibaba International Station), or a social media platform player (Facebook, TikTok, etc.), inquiries and traffic are urgent needs of enterprises. Through a universal traffic diversion system such as Facebook Inquiry Bao/Dianliu Bao, a large number of customers can be tapped and introduced into the platform to promote transaction conversion.
For any platform merchant, the first task must be to make every effort to convert. On the basis of promoting conversion, establish contact and communication with customers, and guide customers into the enterprise's owned audience pool.
There are countless ways for customers to introduce owned channels, such as logistics voice WA notifications for customers who have completed transactions, WABA wake-ups for historical customers, on-site messages from unconverted customers/fans, event welfare offers, etc., to encourage customers to enter your owned audience pool with value and expectations.
Establishing an owned audience pool is not to compete with the platform, but to better retain this customer for the public domain platform and promote this customer's conversion and repurchase within the platform. Compared with on-site messages that you can leave immediately after chatting, this is an excellent scenario where you and your customers can interact and connect online in real time.
05
To Grow! Everything is for growth
Growth: The first priority for any platform merchant to establish an owned channel must be for growth. It can lead to continuous conversion and repurchase of customers in a low-cost and real-time accessible traffic pool.
Review: Second, combine the interaction of real fans of owned channels to achieve compliance evaluation/fan interaction and increase the influence of official accounts and store weight.
OmniChannel: Third, the value of owned channels is naturally not only transactions and conversions, but also an opportunity to strengthen brand awareness under the influence of day-to-day content marketing.
Widespread: Fourth, the owned audience pool is the foundation for the establishment of the company's global S2b2c distribution system, solving other needs such as category expansion, customization, and repurchase.
Everything is achieved through the bridge of owned channels to achieve different forms of transformation and growth.
In short, building an owned audience pool can:
- Save customer data and enhance customer value;
- Promote platform sales and expand service categories;
- Reduce customer acquisition costs and empower brand building; empower the public sector with owned channels, empower growth with owned channels, and empower brands with owned channels.
