What can be done for overseas promotion? How to do it?

When it comes to how to do overseas promotion , most of the foreign trade partners can say something, but most of them have only a little knowledge of the promotion system and have not built a systematic knowledge framework.

Several steps for overseas promotion

01. Set strategy

Before doing overseas promotion, we need to develop a marketing strategy and define who our target customers are. What are the marketing methods? Is it possible to calculate ROI, etc.

You can ask yourself the following questions:

1. Who are the users who actually pay for your products and services?

2. What is your goal? How much traffic per day or how many inquiries per day?

3. What methods do you use to attract your users?

4. What methods and channels do your customers generally use to find the services and products you provide?

5. How much manpower and money do you plan to invest in the marketing plan?

Answer the above questions, write them down honestly on paper, and continue reading.

02. Foreign Trade Station

There are many foreign trade website building companies, but a large number of them are just filling in the gaps. The foreign trade website can be said to be an important cornerstone of these steps. All promotion and marketing methods will revolve around a truly qualified English foreign trade website. If the foreign trade company gets stuck at this step, then the subsequent work will naturally not be able to proceed.

Here are some website building strategies:

1. Clarify the website's goals and build the entire site around these goals.

2. Get rid of the Chinese style and make the font, design, color and layout conform to the aesthetic tastes of overseas users.

3. Excellent copywriting. Truly good copywriting is one that can stimulate users to achieve your goals. The minimum requirement is to have no grammatical errors.

4. Perfect user experience.

5. The website can have a certain conversion rate. If there are no inquiries for every 500 IPs, there is a problem with your website.

6. Meet the search engine optimization standards.

03. Get traffic

Now that we have a strategy and a website, the next step is to attract traffic. With sufficient effective traffic, we will be able to generate inquiries, orders, and ultimately cash flow. There are many ways to obtain traffic, and we mainly look at the four main methods suitable for the foreign trade industry.

Four main methods:

1. SEO traffic is mainly divided into four steps: setting primary and secondary keywords, optimizing corresponding web pages according to keywords, regularly adding web page content, and adding relevant external links.

2.PPC traffic mainly refers to paid traffic. The traffic and keywords that a website's own SEO can bring are limited. Using paid advertising to expand more traffic is a good supplement to SEO.

3. The content of a corporate blog is limited in itself, and there are also limitations on what can be introduced. However, a corporate blog can increase the content of the website, create more keywords, and include pages.

4. Social network traffic For the promotion of English websites, social networks are an indispensable channel. Link your corporate blog with social networking sites, accumulate fans and circles on social networking sites, answer users' questions on social networking sites, and publish some short information through social networking sites. For foreign trade B2B, social networking sites such as Facebook, Twitter, Google+, and Quora can bring traffic.

04. Improve inquiry conversion rate

Now that we have website traffic, the next question is how to turn that traffic into inquiries. For general foreign trade websites, it is unrealistic to have thousands or tens of thousands of traffic every day, so it is very important to convert the limited traffic into customer inquiries to the greatest extent. First of all, you need to segment your traffic users. After all, each user who comes to your website has different needs, so segmentation and corresponding marketing are the key.

The users of your website can be roughly divided into:

1. Users who are not aware of their needs.

2. Aware of the need, but no plans to address it.

3. Be aware of the need and plan to address it.

4. Be aware of needs and compare suppliers.

So, can your foreign trade website distinguish these users? Does it have corresponding landing pages for users with different needs? Does it have a clear call to action? Does it collect user information? At least the vast majority of websites I've seen don't have the functionality to generate high conversion rates, and are more like a display window without a salesperson.

05. Convert enquiries into sales

The three steps to a transaction on the Internet are nothing more than "traffic - inquiry - sales". Each link is very important, but for most foreign trade B2Bs, the time from inquiry to sales will be much longer than that of B2C. After all, B2B orders are quoted by container, so customer relationship maintenance, sales skills and professional level in the middle are all elements of success.

So from the perspective of network marketing, you need to at least:

1. Are there different sales pitches and marketing strategies for customers at different stages?

2. Whether there is permission for email marketing to maintain customer relationships.

3. For companies with CRM, whether customer information is complete and segmented.

4. Whether the Leads form on the website is segmented to provide options to customers, such as country classification and product demand classification.

06. Data Analysis

Data analysis is a very interesting job, but not everyone likes dealing with data. If you are a type C person or have people with such personality in your team, then it should be easy to let them complete this job. The data you need to know include Traffic to lead, Leads to Client, Cost Per Lead, Cost Per Client. When you know these data clearly, you will know your marketing direction.

Overseas promotion is a proposition that has no standard answer. It has many answers. Of course, you can also find another way and perhaps you can find a different path to success. But no matter which method you use, it is most basic to complete the above six processes.

In addition, different companies will adopt different promotion methods according to their own conditions. Here are a few more ways to promote:

Free manual promotion

Register a user name on international B2B, B2C platforms, foreign trade networks, domestic and foreign trade forums, and then post product information, website information, and foreign blogs. You can also post product information and website information on some free forums, or look for buyer information on the Internet. You can also promote for free via email. Of course, customer emails need to be found by some large platforms themselves.

Advantages : Free, no need to spend money, do it yourself (DIY).

Disadvantages : The effect is not obvious, and if it is SOHO, it is a waste of manpower and material resources. It is more suitable for those who are just starting out and do not have money to invest in foreign trade retail promotion.

If you are engaged in foreign trade retail, a small business, and do not have much capital, you should mainly use bidding ranking combined with manual promotion at the beginning, because the cost is controllable and the effect is also good; if you have financial strength, you can combine SEO and bidding ranking from the beginning, so that after 2 months, the effect will be considerable.

Paid promotion on the platform

You can pay to promote on B2B and B2C platforms. Advantages: The promotion is highly targeted. Foreign buyers on the platform have clear intentions, strong targeting, and strong purchasing desire, providing a fixed platform for traditional industry products. The effect is good and can be gradually reduced. Disadvantages: It is expensive. Generally, one year of platform promotion costs at least tens of thousands of yuan. It is best to have a dedicated person to operate it and achieve the greatest effect with the least consumption.

Search engine promotion

SEM (search engine marketing) is a popular online promotion method that has emerged recently. According to statistics, 63% of customers search for products and services through search engines.

(1) Search engine PPC (Payper Click) advertising. Search engine bidding advertising, namely Google advertising and Yahoo promotion, is a foreign trade retail promotion method chosen by many businesses.

Advantages : quick results, high target coverage, strong targeting, wide range, full-line product promotion, flexible and changeable forms, controllable costs, and high return on investment.

Disadvantages : The price is also high, and customers in some regions do not quite trust paid ranking (they have some resistance to advertising). Some industry keywords cannot be ranked by paid ranking, and the effect is only in the promotion stage.

(2) Search engine optimization (SEO) is keyword ranking, including website optimization structure, keyword optimization ranking, etc. It is the optimization of search engine natural ranking. Increase search engine friendliness and keyword exposure to achieve the goal of increasing orders and sales.

Advantages : natural ranking, increased website trust, and a high chance of customers placing orders; wide coverage, and the overall cost investment is not too high compared to several payment methods; the effect is sustainable, even if you only do SEO for one year and stop doing it the second year, there will still be a significant effect, and the return on investment is high.

Disadvantages : There are many people doing SEO promotion now, and the SEO market is already in chaos. Many third-party companies disrupt the market by means of deception and cheating, causing merchants to suffer losses and not trust SEO, and have a fear mentality; it takes a long time to be effective, and regular methods generally take 1 and a half months to 2 and a half months. The initial cost is high, and merchants cannot see the results in a short period of time, which makes many merchants stay away from it.

Various promotion methods have their shortcomings and advantages. The key is to see which one or which combination of foreign trade retail promotion methods is suitable, and which method can achieve the greatest effect with the lowest investment!

Author: Wangju E-commerce

Source: Wangju E-commerce