All operations, marketing, and sales actions are aimed at pursuing the final transaction conversion. After achieving transaction conversion, every enterprise needs to review its efficiency and quality: can every consulting customer be able to close a transaction, can the unit price of the transaction be higher, can the transaction cycle be shorter, and can the transaction cost be lower?
Cross-border e-commerce companies, such as independent websites, Amazon platforms, and TikTok Shop social media platforms, all strive to instantly convert customers into transactions on their websites. However, after the customer abandons the purchase or the customer completes the transaction, it is difficult to initiate secondary direct marketing to the customer. This has also resulted in high-cost and low-efficiency conversion status for many cross-border enterprises.
Under such circumstances, how can companies initiate lower-cost marketing and conversion to customers? Recently, some independent websites and TikTok cross-border e-commerce customers have provided us with some reference:
01 Independent station precipitates WhatsApp community marketing
Independent website companies communicate directly with customers and close transactions, which is conducive to the accumulation of the company's owned audience pool. However, independent website merchants always face two marketing needs: the first is to retain customers who have abandoned purchases in the independent website, and the second is the secondary activation of old customers who have made transactions in the past.
The above is the independent website customer secondary retention operation structure diagram summarized by SocialEpoch based on practical experience. For customers who make inquiries for the first time, we will do our best to retain them in the company's social owned channel from the first moment they enter the independent website to ensure that customers are not lost. Final implementation:
- Maximize the retention of precise customer groups that have not completed transactions, and then establish owned channel communities for these customers to conduct secondary low-cost marketing;
- Customers who have completed transactions with mobile phone numbers, social contact information, etc. have a higher retention rate. At the same time, communication groups and after-sales groups have been established for old customers to maintain customer relationships and promote secondary transactions.
In addition, each independent website company will retain historical customer data. Through the one-click import + bulk messaging function of WhatsApp, it can also filter out historical customers in need and then conduct community bulk marketing.
02 TikTok Shop transferred to owned-channel marketing
TK yellow carts have been a new opportunity for many cross-border companies in recent years. In addition to selling in brand self-operated stores, companies can also find a large number of TK experts to promote and bring goods, expand the scope of product promotion and improve corporate conversion effects.
The advantage of TikTok is that it has a large number of potential social media customers, and it can attract a large number of customers and close transactions through content or advertisements. Similar to independent website marketing, after the customer completes the transaction, the company must also do a good job in customer retention to facilitate secondary marketing. Experts bringing goods is a new form of TikTok marketing. In this case, the experts are the customers of the company. The development, maintenance, management, and empowerment of the expert group can also be carried out in the form of owned channel communities to achieve batch + low-cost operation management.
See here for details:5 details worthy of attention in TikTok celebrity marketing in 2024, each one is important!
03 The significance of switching to community owned-channel marketing
The value of owned-channel marketing lies in customer retention and customer value maximization, while community or group marketing strives to achieve batch and low-cost operations based on owned channels. Cross-border e-commerce is different from cross-border sales and B2 large C-type enterprises. The unit price per customer is relatively lower, the conversion cycle is shorter, and it is easily affected by external factors.
In WhatsApp-type communities/groups, companies can conduct batch operations and management of customers, which saves time and energy and lowers marketing costs compared to one-to-one marketing interactions for individual customers. From the customer side, the community interferes less with personal privacy. Combined with a good community atmosphere and promotional activities, it can stimulate customers to place orders faster.
Many cross-border sellers retain a large amount of historical customer data. If they are not recalled, it will definitely be a major loss for the company. At a time when publicity and traffic are difficult, periodic marketing of historical data can also bring more growth benefits to enterprises.
04 SocialEpochWhatsApp community marketing service
As an important carrier of owned-channel marketing, the community bears the responsibility of batch marketing conversion, and is also a sharp edge in changing the state of high-cost and low-efficiency conversion. SocialEpochWhatsApp social marketing services include:
- Efficient batch group creation service: solves the efficiency and large-scale operation problems of enterprise creation of groups, and avoids administrator account suspension;
- Stable account service: Provide mature accounts that can be used as group administrator accounts to help companies launch group marketing as quickly as possible;
- Community operation management: With one-click @all members, automatic group management, intelligent group chat, data retention and other functions, it helps enterprises improve the efficiency of community operation and reduce data loss.
Summary: SocialEpoch provides enterprises with full-service services from WhatsApp group creation, community operations, community management to administrator accounts, etc., empowering cross-border sellers to achieve lower-cost and more efficient batch conversions. For more details, click here:Create a WhatsApp group and enable N times customer acquisition conversion, you can try this
