General

Social media marketing brings fission growth to private domain traffic! The traditional marketing model is for brands to compete for public traffic through mass communication. As long as they invest more money and advertise more, they have the opportunity to gain more traffic. However, over time, consumers have become increasingly sensitive to advertising, conversion rates have also begun to decline, and the cost of acquiring customers has also become higher.

Advertising is difficult to gain consumers' trust when they are not very familiar with the brand. Therefore, the concept of private domain traffic has emerged, which can establish direct connections between brands and consumers, deepening consumers' understanding of the brand. The emergence of social media marketing has created conditions for the realization of this concept.

Currently, the number of people using social media globally has reached 3.8 billion, accounting for nearly half of the global population. Among them, Facebook has 2.5 billion monthly active users, Instagram 1 billion, and TikTok 800 million. Therefore, for cross-border e-commerce sellers, utilizing the vast user resources of social media platforms to promote and sell products has become a major trend. Conveying more brand information to users and forming a good image in their minds is a prerequisite for promoting consumption.

So, how can cross-border sellers use social media marketing platforms to create private domain traffic?

1. Determine the platform to be utilized based on audience distribution

At present, there are many social media platforms in the market. Before conducting marketing promotion, sellers need to first understand the user profile of each social media marketing platform, and then promote the product on the appropriate platform according to its target audience.

For example, 71% of Instagram users are under the age of 35, and 60% of TikTok's monthly active users are between 16 and 24 years old - suitable for promoting products aimed at young audiences;

Among Americans aged 65 and above, 46% use Facebook and 38% use YouTube - promoting elderly products on these two platforms can reach a larger target audience.

It is recommended that brands choose 1-2 targeted social platforms based on the active audience for experimentation.

2. Operating personal accounts

The purpose of operating a personal account is to promote brand activities, establish brand image, and provide direct communication channels between consumers and sellers.

The points that can be utilized on personal accounts are:

(1) Can display brand related information to users on a personal profile;

(2) You can fill in the Amazon store link to allow users who like products to directly enter the store to purchase;

(3) Official answers can be provided to users' questions, establishing a good brand image in their minds.

3. Intentionally publishing content

There needs to be a systematic plan for publishing content using personal accounts.

(1) The content must have certain quality requirements

High quality content can increase exposure and attract more user attention. The content representing the brand image must have certain quality requirements in order for users to feel the professionalism of the brand.

(2) Maintain consistency in overall tone

On the one hand, the style of the cover should be consistent, such as uniformly increasing the title; On the other hand, the display method of content is consistent, such as the display method of unpacked express delivery. In short, establishing the uniqueness of brand content can leave a deep impression on users.

(3) Flexible use of platform gameplay to increase exposure

Different platforms will have different gameplay, requiring sellers to flexibly apply it. For example, TikTok's label challenge can attract user participation and increase brand exposure; Facebook content can be published in "groups" and can be preferentially exposed in the information flow.

4. Establish good relationships with fans

The above four steps are all aimed at attracting user attention and creating private domain traffic for the brand. Establishing a good relationship with fans is the most crucial step: retaining and transforming users.

By actively addressing fans' issues, sellers can not only increase their liking and trust for the brand, but also encourage them to independently promote the brand, forward brand related posts, and even publish product related experience content. The content generated by these users can bring more fans to the brand and also increase brand awareness.

Joe Girard, who has won the first place in world sales in the Guinness Book of World Records for 12 consecutive years, said that "if you drive away one customer, you will drive away 250 potential customers". This sentence emphasized the importance of private domain traffic. Every customer of the brand is associated with more customers.

Joe Girard always treats customers as friends when he sells and provides them with the best service and help. Not only will private subsidies be provided to customers who buy cars, but also benefits will be given to customers to recommend more customers to come and buy cars. Finally, it reached the record of selling an average of 6 cars per day.

But unlike Joe Gillard's offline sales, social platforms provide more opportunities for brand marketing. The content released by the brand and the content generated by users will have a fission effect, and the traffic generated will also increase exponentially. So, if cross-border sellers want to create private domain traffic and increase conversion rates, social media marketing is their most powerful weapon.