How to promote foreign trade

Overseas promotion methods that foreign trade personnel must understand are essential for enquiries!

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

Several major steps in overseas promotion

01

Determine a strategy

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

You can ask yourself the following questions:

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

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

3. How 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 marketing programs?

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

02

Foreign Trade Station

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

You can take a look at the following website construction strategies:

1. Clarify the goal of the website, and the entire site will be developed around this goal.

2. Go to the Chinese style and conform to the aesthetics of overseas users in terms of font, design, color, and layout.

3. Excellent copywriting. Really good copywriting can stimulate users to achieve your goals. The minimum 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 will be a problem with your website.

6. Meet search engine optimization standards.

03

Get traffic

Now that you have the strategy and the website, the next step is to attract traffic. If there is enough effective traffic, you will be able to Generate inquiries, generate orders, and ultimately bring cash flow. There are many ways to obtain traffic. 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: formulating primary and secondary keywords, optimizing corresponding web pages according to keywords, regularly increasing web page content, Add relevant external links.

2.PPC traffic mainly refers to paid traffic. The traffic and keywords that the 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 the corporate blog itself is limited, and the things that can be introduced are also limited. However, the corporate blog can increase the content of the website, create more keywords and included pages.

4. Social network traffic For the promotion of English websites, social networks are an indispensable channel. Connect your corporate blog and social networking sites, accumulate fans and circles on social networking sites, and build a network on social networking sites. To answer user questions, some short information can be published through social networking sites. For foreign trade B2B and B2C websites, social networking sites such as Facebook, Twitter, Google+, and Quora can bring traffic.

04

Improve the inquiry conversion rate

With website traffic, the next question is how to turn the traffic into inquiries. So for general foreign trade websites, it is unrealistic to have tens of thousands of traffic every day, so how to maximize the conversion of the only traffic into customer inquiries is very important. 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 is the key.

The users of your website can be roughly divided into:

1. Users who are not aware that they have needs.

2. Aware of the need, but not planning to solve it.

3. Be aware of the needs and plan to solve them.

4. Be aware of the 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 I see that the vast majority of websites do not have high conversion rate functions, and are more like a display window without a salesperson.

05

Converting inquiries into sales

The three steps of completing a transaction on the Internet are nothing more than "traffic - inquiry - sales". Each link is very important, but for most foreign trade B2B, the time from inquiry to sales will be much longer than that of B2C. After all, B2B orders are quoted by container, so the maintenance of customer relationships, sales, etc. Skill and professionalism are both ingredients for success.

So from the perspective of online marketing, you need to at least do the following:

1. Do customers at different stages have different words and marketing strategies.

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

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

4. Whether the Leads table on the website is subdivided to provide customers with choices, such as country differentiation and product demand differentiation.

06

Data analysis

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

At the same time, each link in the above five steps can list the corresponding data measurement standards. For example, if you place paid advertisements on Inquiry Cloud, you can independently check the product display, click-through rate, customer distribution and other reports through the backend to understand the cost situation. In this way, we can clearly know where the focus of marketing should be and what to do next.

Overseas promotion is a proposition with no standard answer. It has many answers. Of course, you can also find another way, and you may be able to find a different road to success. But no matter which method is used, it is the most basic to do the above six major processes.

In addition, different companies will adopt different promotion methods according to their own conditions. Here are several promotion methods:

Manual free promotion

In Register a user name on international B2B, B2C platforms, foreign trade networks, and domestic and foreign foreign trade forums, and then publish product information, website information, and foreign blogs. You can also publish product information, website information on some free forums, or search for buyers online. Home information can also be promoted for free through email. Of course, customer emails need to be found by some of the big platforms now.

Advantages: Free, no need to spend money at all, 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 just starting out, and there is really no money to invest in foreign trade retail promotion.

If you are doing foreign trade retail, a small business, and don’t have much money, you will mainly use bidding ranking combined with manual promotion at the beginning, because the cost is controllable and the effect is good; if you have funds Strength, then you can combine SEO and bidding ranking from the beginning, so that after 2 months, the effect will be considerable.

Platform paid promotion

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

Search engine promotion

SEM (search engine marketing) has recently emerged as a popular online promotion method. 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 is Google advertising, Yahoo promotion, a foreign trade retail promotion method chosen by many merchants.

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

Disadvantages: The price is also expensive, and customers in some areas do not believe in bidding ranking (there is some resistance to advertising). Some industry keywords cannot be bid ranking, and the effect is only in the promotion stage. .

(2) Search engine optimization (i.e. 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 purpose of increasing orders and sales.

Advantages: natural ranking, increased website trust, high customer order probability; wide coverage, the overall cost investment is not too high compared with several payment methods; the effect is sustainable, even if you only do one I did SEO in one year, but I didn’t do it in the second year, but it still had a lot of effect, and the return on investment was high.

Disadvantages: There are many SEO promotions now, and the SEO market is already in chaos. Many Party B companies use deception and cheating to disrupt the market, causing merchants to suffer losses and not trust SEO, and have fear; The effective time is relatively long, and formal methods usually take 1 and a half to 2 and a half months. The initial cost is high, and merchants cannot see the effect in a short period of time, which makes many merchants discouraged.

Various promotion methods have their shortcomings and merits. The key depends on which foreign trade retail promotion method or combination is suitable for foreign trade retailers, and which method can achieve the maximum with the lowest investment. The effect! The international status of Chinese foreign trade companies is increasing year by year, but at the same time they also need to face increasingly fierce competition and changing trade environments and policies. At the same time, domestic import and export companies can rely on some reliable credit services, which is the key to assisting domestic import and export companies. There are many good products of this type, such as foreign trade loans from banks, Actis Financial Customs Clearance Data Credit Loan, Bank Guanyi Postal Savings e-Loan, Import and Export Easy Loan, etc.

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