1. Why do cross-border enterprises need proactive precision marketing?
Different from domestic sales and cross-border sales, what needs to be crossed is the national border, and there are also differences and obstacles such as geography, culture, language, and payment. In terms of touch points alone, many cross-border global expansion companies lack the opportunity to meet customers offline. After all, not all companies will open offline stores. Moreover, in the era of online socialization and digitization, people are active on the Internet.
Therefore, the contact points between cross-border enterprises and customers can basically only be online. If they cannot proactively market and take the initiative, the business operations will naturally be unsustainable.
Publishing is reaching, which is the characteristic of proactive marketing. For example, reaching out to social media, commenting on specific Facebook posts, sending messages to WhatsApp users (WhatsApp can send messages to strangers and create groups), calling users, etc... These are all proactive marketing methods of global expansion companies.
Precision marketing uses various publicity and promotion methods to reach the most appropriate circles and achieve the purpose of selling goods to the right people.
2. How do cross-border enterprises achieve proactive precision marketing?
For retained customer data (old customers):
Old customers are naturally a precise user group that cannot be missed. It is necessary to recall these old customers and wake up sleeping users. There are two ways to recall old overseas customers:
Recall via social links:
Social links can be said to be the most effective and cost-effective way of linking at the moment.
There are many ways to recall through social links: use intelligent robots to screen truly valuable and active accounts, and then directly add WhatsApp friends in the name of express delivery information follow-up/after-sales service, or establish a group chat through the XXX merchant old customer welfare group/discount group, which is very similar to the domestic method.
Not only that, there are many advantages for cross-border merchants to use WhatsApp to establish social links: WA has a wide range of uses/strangers can also send messages/strangers can also create groups. It can be said that once a transaction is completed, a phone number is left, and the user is permanently stuck with it. How can it not be good?
PS: Of course, adding WhatsApp does not mean that you will be able to establish a good social relationship with customers. What needs to be discussed here is the difference between strong connections and weak connections. How to convert weak connections into strong connections, pay attentionSocialEpoch, or communicate directly via private message, we will share the content in the follow-up.
Recall via communication network:
To put it bluntly, it means direct contact via phone calls and text messages. With the combination of appropriate time points + appropriate words + intelligent robots, every merchant can recall some old users through text messages or voice calls.
Proactive precision marketing for new customers:
In fact, it is to find precise customers among general fans. There are many ways to acquire overseas customers, such as Google SEO/SEM, cross-border sales and cross-border e-commerce platforms, yellow pages directories, customs data, etc... Here, we only want to emphasize the most important channel for active precision marketing at the moment - overseas social media.
As mentioned above, now is an era of socialization and onlineization. This is not groundless, but has been proven by facts. Did you know:
Facebook has more than 3 billion users;
Tik Tok’s monthly active users have exceeded 1 billion;
In January last year, Tik Tok had more site visits than Google.
Cross-border people cannot miss overseas social media, just like domestic merchants cannot miss Taobao in 2005, Weibo in 2011, and WeChat in 2014.
So, how to carry out proactive precision marketing on overseas social media?
These need to return to the essence of the corresponding social media. Each social media is a platform for content: Ins is for pictures, FB is for pan-content, and TT is for videos. In the process of consuming content, a large number of views and comments are generated. Through such rounds of content output and continuous discussion, a large number of user interactions are generated based on the entire social platform.
This is the idea for global expansion merchants to carry out proactive precision marketing on social media. On Facebook, they can interact and discuss through group marketing, post and repost, page marketing, FB comments, etc.; on Ins, they can make interactive comments; in the Tik Tok video comment area, they can discuss and attract traffic, and take the initiative to find real users or KOC.
3. To summarize:
Since cross-border sales need to cross geographical barriers such as countries and regions, online proactive precision marketing is in urgent need. This kind of marketing is divided into two categories. For old customers, social links or communication network connections are established based on retained information; for new customers, overseas social media is a position not to be missed at the moment.
So the question is, how to efficiently recall old customers and how to conduct proactive precision marketing through social comment interaction on Facebook/Tik Tok/Ins. owned-channel expansion Find SocialEpoch, you can find answers or methods here for overseas social media marketing issues.
