How to promote foreign trade

Foreign trade personnel must know the overseas promotion methods, and inquiry is a must!

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

Several steps of overseas promotion

0 1

Fixed strategy

Before overseas promotion, we need to formulate a set of marketing strategies and make clear who our target customers are. What are the marketing methods? Whether ROI can be calculated 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's your goal? How much traffic is there or how many queries are there every day?

3. How to attract your users?

4. What ways and means do your customers usually look for your services and products?

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

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

02

Foreign trade station

There are many foreign trade companies, but a large part of them are just making up the numbers. Foreign trade website can be said to be an important cornerstone in these steps, and all promotion and marketing means will be carried out around a truly qualified English foreign trade website. If the foreign trade company is stuck in this step, then the next work naturally cannot be carried out.

You can look at the following website construction strategies:

1. Make clear the goal of the website, and the whole station will start around this goal.

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

3. Excellent copywriting, really good copywriting can inspire users to achieve your goals, and no grammatical mistakes are the least.

4. Perfect user experience.

The website can have a certain conversion rate. If there is no query for every 500 IP, there is something wrong with your website.

6. Meet search engine optimization standards.

03

Get traffic

With the strategy and website, the next step is to attract people in. If there is enough effective flow, there will be inquiries, orders and eventually cash flow. There are many ways to get traffic, mainly four main ways suitable for foreign trade industry.

Four main ways:

1.SEO traffic is mainly divided into four steps: formulating primary and secondary keywords, optimizing corresponding web pages according to keywords, regularly increasing the content of web pages and adding 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 advertisements to expand more traffic is a good supplement to SEO.

3. The content of the enterprise blog itself is limited, and what it can introduce is also limited, while the enterprise 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 indispensable channels, which can link your corporate blogs and social networking sites, accumulate fans and circles of social networking sites, and answer users' questions on social networking sites. For some short information, you can post it 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 query conversion rate

With website traffic, the following question is how to turn traffic into inquiry. Therefore, for general foreign trade websites, it is unrealistic to have thousands of traffic every day, so it is very important to transform the only traffic into customer inquiries to the greatest extent. First, you need to segment your traffic users. After all, every user who comes to your website has different needs, so it is the key to subdivide and market accordingly.

The users of your website can be roughly divided into:

1. Users who don't know their needs.

I know this demand, but I don't intend to solve it.

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

4. Understand the requirements and compare suppliers.

So can your foreign trade website distinguish these users, have corresponding landing pages for users with different needs, have a clear call to action, and collect user information? At least I see that most websites don't have the function of high conversion rate, which is more like a display window without sales staff.

05

Inquiries turn into sales.

The three steps of online transaction are nothing more than "flow-inquiry-sales", and 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 customer relationship maintenance, sales skills and professional level are all elements of success.

So from the perspective of network marketing, you should at least do the following:

1. Do customers at different stages have different speech and marketing strategies?

2. Do you have the authority to conduct email marketing and maintain customer relations?

3. For companies with CRM, whether the customer information is perfect and whether it is subdivided.

4. Is the Leads table on the website 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 are a type C person or someone with this personality in your team, it should be very easy for them to finish this job. The data you need to know are potential customer flow, potential customer flow, potential customer cost and potential customer cost. When 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 put paid advertisements in the query cloud, you can independently check the product display, click-through rate, customer distribution and other reports in the background to grasp the cost situation. Only in this way can we clearly know where the focus of marketing should be and what to do next.

Overseas promotion is a proposition with no standard answer, and there are many answers. Of course, you can find another way, maybe you can find a different road to success. But no matter which method, it is the most basic to do the above six processes well.

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

Manual free promotion

Register a user name on international B2B and B2C platforms, domestic and foreign trade networks and foreign trade forums, and then publish product information, website information and foreign blogs. You can also publish product information and website information in some free forums, or look for buyer information online, or you can promote it for free by email. Of course, some big platforms need to find customers' emails by themselves.

Advantages: free, no money at all, DIY.

Disadvantages: the effect is actually not obvious, and if it is SOHO, it wastes manpower and material resources, which is more suitable for the beginning, and there is really no money to invest in foreign trade retail promotion.

If you are engaged in foreign trade retail, small-scale business, and don't have much money, you should mainly start with bidding ranking combined with manual promotion, because the cost is controllable and the effect is good; If you have the financial 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

It can be paid for promotion on B2B and B2C platforms. Advantages: the promotion is highly targeted, and the foreign buyers on the platform have obvious intentions, strong pertinence and strong desire to buy, which provides a fixed platform for traditional industry products. The effect is good and can be gradually reduced. Disadvantages: expensive, the general platform promotion needs at least tens of thousands a year; It is best to have someone to operate it, so as to achieve the maximum effect with the least consumption.

Search engine promotion

SEM (Search Engine Marketing) is a popular network promotion method recently. According to statistics, 63% of customers look for products and services through search engines.

(1) search engine PPC (Pay-per-click) advertisement. Search engine bidding advertising is Google advertising, Yahoo promotion, but also a foreign trade retail promotion method chosen by many businesses.

Advantages: fast response, high target coverage, strong pertinence, wide range, full-line product promotion, flexible form, controllable cost and high return on investment.

Disadvantages: the price is also expensive, customers in some areas are a little skeptical about the bidding ranking (which is somewhat contradictory to advertisements), and some industry keywords can't do bidding ranking, and the effect is only in the promotion stage.

(2) Search engine optimization (SEO) is keyword ranking, including website optimization structure and keyword optimization ranking, which is the optimization of natural ranking of search engines. Increase search engine friendliness, increase keyword exposure, and achieve the purpose of increasing orders and sales.

Advantages: natural ranking, increased website trust and high probability of customers becoming single; Wide coverage, compared with several payment methods, the overall cost investment is not too high; The effect is sustainable. Even if you only do SEO for one year and don't do it in the second year, the effect is still great and the return on investment is high.

Disadvantages: There are many companies that promote SEO now, and the SEO market has been quite chaotic. Many companies like Party B disrupt the market by cheating, leading to the loss of businesses, distrust of SEO and fear; It takes a long time to take effect, and the normal method is generally half a month to two and a half months 1. The upfront cost is high, and businesses can't see the effect in a short time, which makes many businesses discouraged.

All kinds of promotion methods have their shortcomings and advantages. The key depends on which one or several combinations of foreign trade retail promotion methods are suitable for foreign trade retailers, and which one can achieve the greatest effect with the lowest investment! The international status of China's foreign trade enterprises is improving year by year, but at the same time, it also needs to face increasingly fierce competition and changing trade environment and policies. At the same time, it is also the key to provide some reliable credit services for domestic import and export enterprises. There are also many good products of this type, such as foreign trade loans from banks, credit loans for customs clearance data from Lianying Jinke, e-loans from Yinguanyi Postal Store, and easy loans for import and export.

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