From 0 to 1, how to carry out overseas operations and promotion?

Establish a promotion and operation system around the product.

A large amount of traffic in overseas markets is concentrated on Facebook and Google, and promotion operations can also be divided into paid promotion and unpaid social media operations.

1. Facebook operating system

Facebook is the global leader in social media and is the preferred social media platform for overseas marketing, whether it is B2B or B2C marketing. Its huge traffic can be used as a product promotion and brand display platform, and it is also suitable as a community for cultivating fans, from attracting traffic to retaining users, all in one place.

In addition, since Instagram is a Facebook product with one billion users, Facebook advertising can be synchronized to Instagram.

1. Facebook Ads

In addition to promoting products or websites, another purpose of Facebook advertising is to verify the content direction and target users. When launching content-based products overseas, we need to focus on the target market as quickly as possible, concentrate our superior resources, continuously adjust our delivery strategy through advertising data, reduce delivery costs, and gradually determine the target user group. On the other hand, user consumption behavior data on advertising materials and content can help us determine the content direction.

It should be noted that if it is found that the user retention rate brought by advertising fluctuates greatly, it means that some users attracted by the advertisements are not the target users.

2. Facebook homepage operation

How to successfully operate a Facebook homepage and accumulate a large number of active fans?

Content marketing and event marketing are better ways to increase followers.

Foreign users have increasingly lower tolerance and trust in advertisements on social media. Content marketing better reflects brand stories and personalities than simple advertising, and is more likely to interact and resonate with users. Therefore, content marketing on Facebook homepage is very important.

Many people think that content marketing requires very professional posts, but in fact, users are not looking for posts with the best content, but those that make them look interesting. People like stories that touch their hearts. Find the materials for these short stories, then look for suitable pictures on picture material websites, add touching titles and descriptions, and the number of words should be less than 80.

Compared with content marketing, which is a relatively stable and uneventful way of increasing followers, event marketing is a way of quickly gaining a large number of followers in a short period of time. The effect can be maximized by creating some events.

3. Facebook Group Operation

There is no limit on the number of members in a Facebook group, and many groups have hundreds of thousands of members.

Secondly, the content of Facebook groups is presented in the form of posts and information streams, and group members can also search for information by category and keyword, which is conducive to content sedimentation. Facebook Groups have a larger organic reach and more potential customers than Facebook Pages.

Create original content for the group to keep the group active. You can stimulate user participation through voting, uploading pictures or native videos, or regularly posting various topics to encourage user participation. Finally, get more influential people to join in, and don’t blindly pursue quantity when promoting Facebook groups. On the one hand, this behavior is offensive, but on the other hand, Facebook's algorithm places great emphasis on interaction. Those who do not join passively have low enthusiasm for participating in group activities, which is not conducive to improving group interaction.

Instagram

Instagram has reached 1 billion monthly active users and is expected to exceed 1.11 billion by 2019.

Instagram has become an important marketing platform because of its visual image community and high user engagement.

So, how to attract traffic through Instagram operations?

Pay attention to the quality of pictures and combine pictures and text to attract users. High-quality pictures are the first factor in attracting users' attention. It is also important to add appropriate text descriptions in the description and comment areas.

Good at using tags to tap into potential fans. The importance of tags on Instagram is much higher than any other social platform. Instagram's algorithm focuses on interactive data, so you need to increase your exposure by leaving comments and liking posts frequently.

Google System

In the Internet world, if you cannot be searched by users, you do not exist. In July 2018, its market share was 86.02%, still a dominant presence. Only by making the most of Google search exposure can we better promote our products and services, reach users and convert them.

1. Search Engine Optimization (SEO)

How to do SEO?

• Keep a record of website information regularly. Regular external link operations are required. Register and publish more external link resources, publish relevant website keyword external links, and actively submit the links after the operation to Google administrators, and follow up on the inclusion of blog articles. It is necessary to follow up and operate the rankings of key words and long-tail words. Regularly check the rankings of the website's key keywords and long-tail words, and record them in detail; so that you can operate on the keywords in a more targeted manner later based on the ranking progress of the key keywords and long-tail words.

Google Adwords

Google Adwords (Google keyword search advertising) is an important way for companies to attract traffic, acquire potential customers and convert sales.

Adwords' bidding logic takes into account the balance between user experience and payment amount, and its formula is:

Quality Score Maximum Bid = Ad Rank

There are three factors that affect the quality score of the bidding: ad relevance (i.e. how relevant your ad is to the keywords), landing page relevance (i.e. the correlation between the website's landing page and the keywords and how long users stay on the webpage), and the expected click-through rate of the ad (i.e. how many users click on your webpage when the ad appears on the Google webpage compared to other competitors).

After understanding the Adwords bidding logic, you need to do three things:

(1) Strengthen keyword research

The key to a successful AdWords campaign is choosing the right keywords, coming up with a list of the best keywords, and then narrowing down the best keywords with the help of a keyword tool like the Google AdWords Keyword Tool.

(2) Direct users to the correct page

The purpose of setting keywords to push ads is to guide users to the landing page and direct users to the correct page. We need to always consider issues from the user's perspective and pay attention to this issue when launching advertising campaigns.

(3) Adapt to the development of mobile terminals

We need to pay attention to improving the experience of mobile users and focus on mobile promotion. There are significant differences in user behavior between mobile and desktop devices, so it is important to ensure that mobile users can also see your ads when promoting your content.

2. Google Blogger

Google Blogger is a blogging product of Google. On the one hand, it is designed to improve SEO effects, and on the other hand, it can be used as a platform for publishing long articles on websites or apps. Posting soft articles on Google Blogger, inserting keywords related to the website and adding corresponding links can increase the exposure of the website keywords in Google spiders and the number of external links on the website, which is conducive to promoting website optimization.

3. Google+

Google+ is a social product developed by Google. If Google+ is simply used as a community to attract and retain users, it is indeed not a good choice. But the advantage of Google+ is that compared with other websites and platforms, the content posted on Google+ can be included in Google more quickly and is easier to be retrieved by users.

3. Other social media

Many overseas users, especially young users, are concentrated on emerging social media platforms such as Snapchat. Moreover, when choosing a marketing platform, you need to consider the match between the product's target users and the user profile of the social media platform. The user profiles of different social media platforms are different, so you need to choose based on the product's target users. In addition to mainstream social media such as Twitter, Pinterest, Snapchat, LinkedIn, etc.

Identify target users, search for and determine the list of vertical long-tail channels. After making a list of specific vertical channels, use content marketing strategies to direct traffic to the website. Continuously output high-quality content that is interesting and informative, can provide value and entertainment to users, and attract users to pay attention to product websites and related platforms. Promote through vertical long-tail channels through cooperation with large accounts or group owners. Leverage the influence of large accounts to output high-quality content and further improve conversion results.

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Author: Xinruishe Media

Source: Xinruishe Media