This article will guide you from 0 to 1 to build an overseas operation and promotion system!

How to build an overseas operation and promotion system from 0 to 1 is a problem facing many people. A year ago, when I first joined an online literature overseas project, the project had just been launched for a few months and the product only had a PC site that needed to be improved. The entire overseas operation team, including me, had only two people. The task before us was to build an overseas operation and promotion system from 0 to 1, so it was necessary to discuss this issue.

As a type of content-based product, online literature is the source of IP, and IP comes from the author's creation. In order to serve the author's creation, the early products are mainly operated on PC sites, and then launched on mobile terminals. Therefore, the logic discussed in this article is based on this situation. Please make corresponding choices based on your own products. Comments and exchanges are welcome!

Based on the above situation, the author gradually explored and built an operation and promotion system in actual work. As shown in the figure below, I divided the promotion and operation system into two parts: one is to establish a promotion and operation system around our own products, and the other is to carry out promotion and operation with the help of external traffic through external cooperation.

The author's summary of the overseas operation and promotion system mind map

1. Establish a promotion and operation system around your own products

Establishing a promotion and operation system around one's own products means establishing, operating and promoting products and brands through overseas traffic platforms. So, what is the distribution of overseas traffic platforms?

Because a large amount of overseas market traffic is concentrated in the hands of two giants, Facebook and Google , overseas promotion has to deal with these two giants, so I separated them into two separate subsystems. In addition, promotion operations can also be divided into paid promotion and unpaid social media operations. I have established a promotion and operation system around my own products, which I divided into the Facebook system, Google system, other mainstream social media , and vertical forums or communities in specific fields.

1. Facebook operating system

Facebook is the leader in global social media platforms and is the preferred social media platform for overseas marketing, whether it is B2B or B2C marketing . Due to its huge traffic, it can be operated as a product promotion and brand display platform, and is also suitable as a community for retaining fans, from attracting traffic to retaining users, all in one place. In addition, since Instagram is a product of Facebook, and Facebook advertising can be synchronized to Instagram, I will include it in the Facebook system here instead of classifying it as "other social media".

To sum up, the Facebook system includes Facebook advertising, Facebook homepage operations, Facebook group operations and Instagram.

1.1 Facebook Ads

In addition to promoting products or websites, another purpose of Facebook advertising is to verify the content direction and target users .

I have said in previous articles that when content-based products are exported overseas, they need to focus on the target market as quickly as possible and concentrate their superior resources. Especially in the early stages of a project, when we have limited knowledge of overseas markets and target users, we can quickly trial and error on a global scale, and Facebook ads are an important source of information for us. On the one hand, we continuously adjust our delivery strategies through advertising data, reduce delivery costs and gradually determine the target user groups; on the other hand, data on users’ consumption behavior of advertising materials and content can help us determine the content direction.

Reasonable advertising can not only reduce customer acquisition costs, but also increase awareness of target users. When we place ads, we divide users by gender and screen out the basic characteristics of the audience. For example, we found that the proportion of users in the age group of 55-64 was relatively low, so in subsequent placements, we adjusted the age limit range. This not only reduced the cost of click-through results, but also allowed the content team to have a clearer direction for content construction based on the preferences of target users.

Facebook advertising images also allow us to further understand the aesthetic tastes of overseas users and provide ideas for content images and product design. For example, when the ad was first launched, we found that among the 30 advertising images, the image with the highest click-through rate was 5%, and more than half of the images had a click-through rate of around 1%. After subsequent analysis of the reasons, we not only replaced the advertising images in a timely manner and cancelled the advertising images with low click-through rates to reduce the cost of click-through results, but also adjusted the cover and product design of the work based on the user's preferences for images to improve product retention .

Finally, it should be noted that if you find that the user retention rate brought by advertising fluctuates greatly, it means that some users attracted by the advertisement are not the target users and the quality is not high, which requires attention.

Since the author is not a professional advertising optimizer , he will not discuss Facebook advertising techniques in depth.

1.2. Facebook homepage operation

I mentioned in my previous article that the Facebook homepage is a platform for displaying brand image, communicating with users and driving traffic to websites/APPs, so it is necessary to operate the Facebook homepage well.

So, how to successfully operate a Facebook page and accumulate a large number of active fans?

First of all, we need to have a correct understanding of Facebook homepage operations. Many people confuse Page Fans with Facebook Friends, thinking that if they add a lot of friends they will naturally have a lot of fans. But in fact, fans of a Facebook page and Facebook friends are two different concepts. You may have 5,000 friends, but in fact many of them may not become fans of your Facebook page. Although Facebook has a mechanism for inviting friends to follow your homepage, to be honest, few people will actually follow each other's homepage. Let's ask ourselves, when we see a Facebook friend sending an invitation to follow the other person's homepage, do we choose to ignore it most of the time? A better way than simply inviting friends to follow your homepage is to take the initiative to follow your friends' homepages, and then send them a message, "I've followed your homepage, I hope you will follow mine too!" (attach a link to the homepage). This is a better way to convert friends into fans of your homepage, but it is also time-consuming and laborious.

So what is the better way to increase followers on your Facebook homepage? I think content marketing and event marketing are better ways to increase followers.

Foreign users have increasingly lower tolerance and trust in social media ads. Content marketing better reflects brand stories and personality than simple advertising, and is more likely to interact and resonate with users. Therefore, content marketing on Facebook homepages is very important. First of all, we need to clarify a misunderstanding. Many people think that content marketing must be very professional posts, but in fact, users are not looking for posts with the best content, but those that make them look cool. The ideal post content is those that can make users highly engaged and willing to share. They are interesting and informative and can provide users with social currency.

Here is a practical method. People like stories that touch their hearts. Find the materials for these short stories, then look for suitable pictures through picture material websites, add touching titles and descriptions, and the number of words should be less than 80. Before publishing, you can let some people take a look at it first to evaluate whether it can achieve the expected effect, and then publish it after adjusting it to the ideal state.

Secondly, many people will ask, it takes so much time to produce and publish post content every day and evaluate the results. Is there any faster and more effective way? I usually spend an hour planning a month’s worth of posts in advance, evaluate their performance after a month, and re-post those that performed above average. For some posts with high user engagement and good performance, I will promptly use small amounts of post boost to promote them and enhance the effect.

Compared to content marketing, which is a relatively stable and uneventful way of increasing followers, event marketing is a way of gaining a large number of followers quickly in a short period of time. I previously planned a Christmas event on my Facebook homepage and gained more than 1,000 followers in just a few days. Due to limited space, I will write a special article later to share with you more content marketing skills and practical methods of event marketing.

1.3. Facebook Group Operation

First, we need to understand the difference between Facebook groups and WeChat groups and QQ groups. There is no limit on the number of members in a Facebook group, unlike WeChat groups and QQ groups, and many groups have hundreds of thousands of members. Secondly, Facebook groups are divided into three types: public groups, closed groups, and private groups. In addition, unlike WeChat groups and QQ groups which are used for instant communication, the content of Facebook groups is presented in the form of posts and information streams . Group members can also search for information by category and keyword , which is conducive to content sedimentation.

When operating a Facebook group, you must be clear about the purpose of the operation and its advantages. Whether it is selling goods or promoting products or activities, we hope that the users brought by the previous Facebook advertising or homepage operation can be retained for secondary sales. Therefore, one of the purposes of operating a Facebook group is to establish long-term connections with potential customers. Secondly, Facebook Groups have a larger organic reach and more potential customers than Facebook Pages.

Don't rush to promote your business or links in Facebook groups. Instead, build group members' trust in your brand and official content by delivering value. Value transfer can be the output of valuable content or giving practical benefits to group members, such as providing them with some coupons, etc.

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 join passively have low enthusiasm for participating in group activities, which is not conducive to improving group interaction.

1.4. Instagram

Number of monthly active users on Instagram from January 2013 to July 2018

As of July 2018, Instagram has reached 1 billion monthly active users and is expected to exceed 1.11 billion by 2019. Instagram is extremely popular among teens and millennials, with 41% of users worldwide being 24 and under. In the United States, more than half of users are between 18 and 29 years old. Because of its visual image community and high user engagement, Instagram has become an important marketing platform. As of March 2016 alone, more than 98% of fashion brands have their own accounts on Instagram. So, how to attract traffic through Instagram operations?

First of all, we must pay attention to the quality of pictures and combine pictures and text to attract users. Instagram is a platform that is mainly based on pictures and is quickly browsed, so high-quality pictures are the first factor to attract users' attention. Although not everyone is a professional UI designer, we can use tools (such as the picture production website Canva.com) to make pictures and post setting tools ( Buffer or Hootsuite) to set them up in advance.

Good at using tags to tap into potential fans. The importance of tags on Instagram is much higher than any other social platform, because users often use tags to search for similar pictures, posts and new accounts to follow. Therefore, using tags correctly can make us easier to be found by potential fans! What many people don’t know is that in addition to adding tags to the description, you can also put them in the comment area three times. Of course, the more tags, the better. About 11 is appropriate. If you don’t know what tags to use, you can use some tools to find study abroad tags, such as TagsForLikes, which monitors Instagram accounts and lists similar popular tags to choose from.

Be diligent in interacting to increase exposure. Instagram's algorithm places a lot of emphasis on interactive data, so you should increase your exposure by frequently commenting and liking. The method I use is "follow, like, like, like", that is, follow accounts related to my field (potential consumers or celebrities), and then like its three most recent pictures. Experiments have shown that the return rate increases by 25%. Because the attention and likes here are real behaviors, not machine operations, which will increase the other party's favorability towards the brand.

Of course, when it comes to Instagram, influencer marketing is indispensable. I will explain the specific operation methods in the influencer marketing section below.

2. Google system

Market share of the world's leading search engines from January 2010 to July 2018

In the Internet world, if you cannot be searched by users, you do not exist, so it is very important to be able to make good use of search engines for promotion and operation. As of July 2018, Microsoft's Bing search accounted for 6.55% of the global search engine market, while our most commonly used Baidu search only accounted for 1.08% of the global search engine market. As the world's largest search engine, Google Search has dominated the search engine market since 2010. In July 2018, its market share was 86.02%, and it is still a dominant player. Therefore, only by making the most of Google search exposure can we better promote our products and services to reach users and convert them. Google has many products. I divide Google's promotion and operation system into search engine optimization ( SEO ), Google advertising campaigns, Goole Blogger and Google+.

2.1. Search Engine Optimization (SEO)

The purpose of search engine optimization (SEO) is to improve the ranking of a website in search engines. The initial standards set for a website should require no less than 50 keyword rankings corresponding to the top three pages of Google's natural rankings.

How to do SEO?

First, record website information regularly . This includes regularly recording the number of website entries, weight and other information to understand changes in the overall situation of the website so as to adjust the operation direction in a timely manner according to changes in the website.

Secondly, 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.

Finally, 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.

2.2. Google Adwords (Google keyword search advertising , now renamed Google Ads)

Google has a variety of advertising products, among which Google Adwords (Google keyword search ads, now renamed Google Ads, the same below) is the focus of attention, because it is an important way for companies to attract traffic, acquire potential customers and convert sales. We need to understand the logic of Google Adwords and take corresponding improvement measures.

Adwords' bidding logic takes into account the balance between user experience and payment amount, and its formula is Quality Score Maximum Bid = Ad Rank . If we want to win this bidding game with a low price, we need to focus on how to improve our quality score. There are three factors that affect the quality score of the bidding, of which 22% is the relevance of the ad (that is, how relevant your ad is to the keywords), 39% is related to the landing page (that is, the correlation between the website's landing page and the keywords and how long the user stays on the webpage), and the other 39% is the expected click-through rate of the ad (that is, when the ad appears on the Google webpage, how many users click on your webpage compared to other competitors).

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

• First, strengthen the research on keywords

The key to a successful AdWords campaign is choosing the right keywords. If we can find keywords that no competitors are bidding on, then we don’t have to worry about our competitors bidding because we are not competing on the same dimension. In general, we need to find these two types of keywords, one is the keywords that others are not competing for, and the other is the keywords that competitors are still looking for.

First, we need to spend time researching keywords related to our company’s products, make a list of the best keywords, and then use keyword tools such as Google AdWords Keyword Tool to narrow down the best keywords. In addition, many people ignore the setting of negative keywords. Negative keywords are the opposite of positive keywords. We don’t want users who search with these keywords to see our ads. It's not that we are biased against these people, but we won't pay for clicks from these people who won't convert into our consumers. For example, if I sell iPhones , I won’t pay for keywords like “iphone return”. Only by selecting negative keywords as soon as possible can you improve the effectiveness of your advertising.

• The second is to guide users to the correct page

The purpose of setting the keywords in the advertisement push is to guide users to the landing page. Therefore, be careful to direct users to the right page. Many people often direct users to their website homepage instead of a specific target page. For example, many e-commerce sellers direct users to the store homepage instead of a specific product page. When we promoted our own activities before, we did not make a similar mistake at the beginning. We did not direct users to the activity page, but to our own website, resulting in a low conversion rate . Therefore, we need to always consider issues from the user's perspective and pay attention to this issue when launching advertising campaigns.

• Third, we must adapt to the development trend of mobile terminals and make relevant preparations.

With the popularity of smart phones and the decline in data traffic charges, the mobile trend is unstoppable, with more and more overseas users using mobile devices to search and conduct Internet activities. In the early stage of the project, we only launched the website and had not yet made an adaptive website, that is, a web page adapted to the user's mobile phone. After a round of advertising, we found that user acquisition in Europe and the United States was very poor. Later, after analysis, due to the early popularization of smartphones in Europe and the United States, especially young users are more concentrated on mobile terminals, so 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.

2.3. Google Blogger

Google Blogger is a blog product of Google. Its main function is to conduct blog marketing. On the one hand, it is to improve SEO effects. On the other hand, it can be used as a platform for publishing long articles on websites or apps.

Publishing 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.

The advantage of Google Blogger is that as a Google product, it can be indexed by Google more quickly and found by users through search engines, similar to Google+, which I will explain in detail below.

2.4. Google+

Google+ is a social product developed by Google, hoping to compete with Facebook in the social media field. However, Facebook's advantage in the social media field is ultimately difficult to shake. Many people say that the marketing effect of Google+ is very poor, including many foreign marketers who do not pay much attention to Google+ operations. Objectively speaking, using Google+ simply as a community to attract and retain users is 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. Secondly, another major advantage of Google+ is the possibility of connecting one billion Gmail users around the world. Every email recipient you send can see your Google+ profile, which means every email contact is a potential marketing opportunity.

The portrait of active Google+ users is very clear. From the figure below, we can clearly see that Google+ users are mainly technical professionals such as engineers, developers, designers, etc. from the United States, India and other countries. It is particularly suitable as a marketing platform for technology-related people in the US market.

So, hurry up and improve your Google+ profile and build your Google+ community.

3. Other social media

Why should you pay attention to other social media? What other social media are included? How to promote product operations through other social media?

First , why should we care about other social media besides Facebook and Google?

Because “there is no marketing without social networking”, although Facebook and Google have large traffic, 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, Facebook and Google, as mainstream overseas promotion channels , are facing fierce competition and have long passed the traffic dividend period. However, many other social media are still in the traffic dividend period due to their relatively late commercialization. Their customer acquisition costs are low and their user quality is high. This needs to be continuously discovered through actual exploration.

Second, what other social media are included? In addition to mainstream social media like Twitter, Pinterest, Snapchat, LinkedIn, etc., there are also more niche channels .

Third, how to promote product operations through other social media? Regarding this issue, I have introduced and discussed it in detail in my previous article "The Correct Approach to Overseas Social Media Operations in 2018", so I will not discuss it in detail here. Another thing worth mentioning is that I believe that operating overseas social media requires one to keep an eye on the latest trends, and to always pay attention to what new social media products are available in overseas target markets, and what the latest developments are in foreign marketers’ use of mainstream social media.

4. Vertical long-tail channels in specific fields

If the purpose of operating social media represented by Facebook and Google is to attract large traffic, then the vertical long-tail channels targeting specific fields hope to absorb long-tail traffic. Vertical long-tail channels refer to online platforms where target users in a specific field gather, usually overseas forums or communities. Taking online literature as an example, the vertical long-tail channels of overseas online literature are represented by writing or reader forums in various countries or regions, or writing or reader groups of a certain category on Facebook, etc.

So what are the characteristics of users in vertical long-tail channels , and how to carry out promotion and operation through vertical long-tail channels?

As the name suggests, the primary feature of the vertical long-tail channel is that it is relatively scattered, with clear user portraits and high user quality, and they are all enthusiasts in a certain target field.

To carry out promotion and operation through vertical long-tail channels, one is to establish and operate the vertical long-tail channel system by the team itself, and the other is to cooperate with big accounts or group owners in these channels for promotion.

4.1. The team builds and operates a vertical long-tail channel system

Identify target users, search for and determine the list of vertical long-tail channels.

First of all, the operation team must be very clear about the portrait of their target user group , including their approximate interests, age, country, etc. If you haven’t thought this through yet, please don’t start promoting it yet. Get your team members together to do the research first.

After clarifying the target users, the next step is to search and determine the list of vertical long-tail channels . If you find the right channel, you can get twice the result with half the effort; if you find it wrong, you may get half the result with twice the effort. Collecting vertical long-tail channels tests your information collection ability and sensitivity to the target market. First of all, Google search is very powerful, and you should be good at using the omnipotent Google search to help collect target user gathering places. The key to using Google search well is to constantly try changing keywords for search. Secondly, you can use Google Trends to understand the latest trends in the target field so that you can have a general understanding. In addition, searching for relevant groups on Facebook can quickly identify vertical long-tail communities. The core idea is to collect vertical long-tail channels through search engines and social media. Different target markets can choose collection tools based on local conditions.

In addition, it is important to be good at using Google Analytics data to analyze user sources and infer certain vertical long-tail channels. If you find through GA that an unknown website or forum continues to bring traffic to your website, you should pay attention to and check out this website or forum. It is very likely that it is a vertical channel that can be operated in the long term.

For example, I discovered through GA that there is a small and stable group of users coming from a novel serialization platform every day. This was not discovered when I used search engines to collect information before. After further investigation, I found that the platform is very close to the target users of the product website. Later, I operated this platform and it became an important source of traffic.

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.

4.2. Promote through vertical long-tail channels with big accounts or group owners

Marketing through vertical long-tail channels, such as big accounts or group owners, is similar to marketing by internet celebrities, and both are promoted through influential KOLs . On the one hand, high-quality content can be output by leveraging the influence of big accounts to further improve conversion effects; on the other hand, original content can be directly promoted through vertical long-tail channels by big accounts or group owners. The key is to negotiate the form of cooperation and quotation. Please refer to the strategies of influencer marketing below.

2. Promote and operate through external cooperation with external traffic

Promotion and operation through external cooperation with the help of external traffic means promoting products and services through partners who already have traffic. Since I have worked in B-side operations before, I have a keen sense of promotion and operation through business cooperation. The premise of business cooperation is complementary needs. The essence is that both parties get what they need. The key is to understand the needs of the other party based on your own needs and cooperate through accurate and efficient communication. The most typical example is the relationship between content platforms and traffic platforms. Content platforms need traffic platforms to expose high-quality content and expand their influence; and traffic platforms need the content of content platforms to monetize traffic.

So what is the external traffic? I divide external traffic into two parts: "people" (Internet celebrities/agents) and "things" (website/APP cooperation).

1. Website/APP cooperation

The premise of seeking business cooperation is to clarify the complementary points between the two parties based on understanding one's own needs.

Taking my experience as an example, online literature websites and APPs are typical content platforms. For online literature platforms in the early stages of their business , there is a “hungry” demand on both the content supply and distribution ends. From the content supply side, we need to add more high-quality online articles faster to form a content library; from the distribution demand side, we need to seek more external traffic platforms to cooperate and distribute online articles to a greater extent.

Topbuzz, the overseas version of Toutiao, is a typical content aggregation platform

Therefore, on the one hand, it is necessary to explore the resources of authors and works by cooperating with writing websites; on the other hand, it is necessary to seek content distribution cooperation through more traffic platforms. For example, a news aggregation platform is a typical traffic platform that requires content. By connecting the content to this content aggregation platform, more exposure and traffic can be obtained.

By extension, other content products also have similar needs. Not only that, the opportunity for many overseas tool products to transform into content platforms has made me see the possibility of cooperation with the content providers' rich distribution channels. Therefore, I listed Chinese and overseas Internet products according to tool products, content products and comprehensive platforms. After a round of contact and exploration, my ideas were verified. Through contact with overseas headlines, we determined a cooperative traffic diversion plan. Unfortunately, due to other considerations of the team, it was ultimately not implemented. If the plan can be implemented, it will not only reduce promotion costs and direct traffic to products, but also generate revenue. For content aggregation platforms, more content types will be expanded, which is a win-win result.

The above experience has given me a deeper understanding. I believe that in addition to focusing on product polishing and localized operations, overseas teams also need to have a macro perspective, maintain a continuous focus on and understanding of China's overseas trends, and gain insight into the needs of different types of products, so that they can be more creative in operations and promotions. However, the reality is that many overseas expansion teams work in isolation, especially some project leaders who have switched from domestic business to overseas business, who often lack awareness of the Internet expansion overseas. Therefore, when going overseas, one must have vision and know how to take advantage of opportunities in order to achieve a win-win situation.

2. Internet celebrity marketing/agent cooperation

2017 was the breakout year for influencer marketing, and the effect will continue to grow in the future. Because overseas users, especially young people, are becoming less and less interested in advertisements, they are more willing to trust the opinions of Internet celebrities or KOLs.

Therefore, we can judge that the future trend is that more and more marketers/companies will pay more attention to influencer marketing, and influencer marketing will also be more ROI-oriented, because how to quantify the effect of influencer marketing is a confusion that many companies currently face when conducting influencer marketing.

I think there are two models of influencer marketing. One is to cooperate with influencers yourself, and the other is to cooperate with influencers through agencies. The advantage of cooperating with influencers yourself is that it can be more accurate and reduce costs; the disadvantage is that it takes time and energy and requires certain influencer resources or search capabilities. The advantage of working through an agency is that it saves time and effort, but the cost is also relatively high. Of course, it depends on which agency you choose.

The process of cooperating with influencers is to search for suitable influencers, communicate with them about the quotation and cooperation form, execute the cooperation and settle the fees. I mentioned in my previous article that you can use Audiense to search for influencers. I think a more reasonable strategy is to look for 100,000 to 500,000 small and medium-sized influencers in batches instead of just looking for big influencers. This can reduce promotion costs while achieving the same effect. The second way is to cooperate through an agency. Now many intermediary agencies help project parties solve problems in the entire chain from searching for Internet celebrities to cooperation. Of course, the corresponding prices are also relatively high. Unless you are a wealthy person with plenty of money, or you are more concerned about brand rather than promotion effectiveness.

Being able to find a reliable agency is a skill in itself. I once promoted a product through a British Snapchat influencer agency and achieved results that exceeded my expectations, which were better than the most effective Facebook ad for the project. Compared with other mainstream social media promotions, this channel is still in its bonus period, so it can achieve relatively ideal promotion effects. Because all traffic channels go through such a life cycle, in the initial commercialization period, the quality of user acquisition is relatively high and the customer acquisition cost is low. As more and more companies or marketers enter the market, the customer acquisition cost increases and the user quality decreases relatively. At this time, it is necessary to explore new traffic channels. Therefore, overseas operations and promotions require a keen sense of smell and the ability to tap into new traffic channels in order to achieve better promotion results during the channel’s bonus period.

Through this cooperation experience, I believe that short videos , a highly interactive form of promotion, will be the trend in the future, especially among young people. The popularity of Tik Tok has confirmed this judgment, and the trend overseas is the same. This is a direction worthy of in-depth thinking, and the specific practical methods will be discussed in a separate article in the future.

Now is the time for China's Internet to go global, and there is great potential in the vast overseas market. The above is the author’s practice and thinking on how to establish an overseas operation and promotion system from 0 to 1, which can be regarded as a phased summary.

Source: Overseas Operations