In the light of the above, i have gradually explored and built a business extension system in practice, which i have divided into two parts, as shown in the figure below: the first is the establishment of a system of extension operations around home-grown products, and the second is the extension operation through external cooperation with external flows。
A summary of the headline of the overseas operations extension system
I. Establishment of a system of extension operations around home-based products
The establishment of a system of extension operations around home-based products refers to the creation, operation and promotion of products and brands through overseas flow platforms. So, what's the distribution of overseas traffic platforms
Because the bulk of overseas market flows is concentrated in the hands of the two giants, facebook and google, who have had to deal with overseas outreach, i separate them from two subsystems. Extension operations can also be divided into fee-based promotion and fee-free media operations. I have a system of outreach around my own products. I have facebook, google, other mainstream social media, vertical forums or communities in specific areas。
1.Facebook operationSystem
Facebook is the leader of global social media platforms, both b2b and b2c marketingOverseas marketingA preferred social media platform. Because of its enormous flow, it can operate as both a product extension and branding platform and as a community of sediment fans, from diversion to sediment users。
In addition, as instagram is a product under facebook and facebook ads are available for possible synchronization to instagram, i have included it here in the facebook system rather than in “other social media”。
In light of the above, the facebook system includes facebook advertisements, facebook home page operations, facebook group operations and instagram。
1. 1 facebook ads
In addition to promoting products or websites, facebook advertisements are intended to validate content orientation and target users。
In my previous articles, i said that it was necessary to focus on the target market as soon as possible and to concentrate on the strength of resources. Especially in the early stages of the project, where knowledge of overseas markets and target users is limited, can be tested globally quickly, and facebook advertising is an important source of information。
Rational advertising not only reduces the cost of acquiring customers, but also raises awareness among target users. We place users in a gender-segregated way, filtering out the basic characteristics of the audience. For example, we find that the proportion of users in the 55-64 age group is low, and therefore adjust the age limit for subsequent placements, not only to reduce the cost of impact by clicking, but also to provide content teams with a clearer direction because of the preferences of the target users。
The posting of pictures on facebook also provides us with a better understanding of the aesthetics of overseas users and provides ideas for content pictures and product design. For example, at the time of the first advertisement, we found 30 advertisements, the highest number of hits was 5 per cent, and more than half of the hits were around 1 per cent。
The reason for this follow-up analysis is not only to replace advertising images in a timely manner, to remove low-hit advertising maps and reduce the cost of impact by clicking, but also to improve product retention by adjusting the cover and product design of the work from user preferences for the picture。
Finally, it needs to be noted that if the user retention rate is found to be relatively volatile, some advertisements attract users who are not target users and of poor quality and require attention。
As the author is not a professional advertising optimist, there is no in-depth discussion of facebook advertising techniques。
1. 2 facebook home page operation
In my previous article, i mentioned that the facebook home page was a platform for branding, communicating with users and leading the website/ap, and that it was therefore necessary to operate the facebook home page。
How, then, can the facebook home page be successfully operated and a large number of active fans accumulate
First of all, we need to have a proper understanding of the operation of the facebook home page. Many people confuse their home page fans with their facebook friends and think that many more friends will naturally have many fans. But facebook homepage fans and facebook friends are two different concepts. You may have 5,000 friends, but many of them may not be fans of your facebook homepage. While facebook has a mechanism to invite friends to watch the home page, to be honest, very few really do。
Ask ourselves if most of the time, when we see an invitation from a facebook friend to focus on the other's home page, it is selective. Better than simply inviting friends to look at the home page than to look at the home page of friends and then send them a message, “i have looked at your home page, i hope you will also look at my home page!” (with links to the home page). It's a better way to convert friends to homepage fans, but it's also more time-consuming。
So what's a better way to populate the facebook page
I think content marketing and activity marketing is a better way to pollinate。
Foreign users are becoming less tolerant and trusted in media advertising, and content marketing better reflects brand stories and personalities than simple advertising, and can interact and resonate more easily with users. The marketing of content on facebook is therefore important。
First of all, we want to clarify a misdirection where many people think content marketing must be professional, but users are not looking for the best ones, but those that make them look cool. Ideally, the postings are those that allow for high-level participation and willingness to share, which are interesting and informative and offer social currency for users。
This is where we share a practical approach, where people like the stories that hit people, find the material of these little stories, then find the right mix through the photo site, add moving titles and descriptions, and require fewer than 80 words. This could be preceded by a review by some to assess whether the desired results had been achieved and to adjust to the desired status for release。
Secondly, many would ask, how much time does it take to produce and publish the results of a daily post and how quickly and efficiently
It usually takes me one hour to set up the post to be published, one month to assess the performance of the post and to reissue those posts whose performance is above average. For some users who are highly involved and perform well, i will quickly promote it with small amounts in time to enhance effectiveness。
Compared to a more stable and unsurprising way of pollinating content, the marketing of activities is a fast and large amount of powder in a short period of time. I planned a christmas event on the facebook home page, which was 1000+ in a few days. This is limited to more content marketing techniques and practical methods of marketing of activities, which are then better shared in a monograph。
1. 3 facebook group operations
First of all, we need to know what the difference is between facebook and twitter and qqq. The facebook group is not limited in numbers, unlike the twitter and qq groups, many of which number hundreds of thousands。
Second, facebook groups are divided into three categories: open, closed and private. In addition, unlike the twitter, qq group as instant communication, the content of the facebook group is presented as a post, information stream, and the members of the group can also sort out the information by keyword, thereby contributing to its sinking。
To operate the facebook group, it is important to make clear what the purpose of the operation is and what its advantages are. Whether we sell or promote products or activities, we hope that the users of the previous facebook ads or home page operations will be able to retain them for second sale, so one of the purposes of operating the facebook group is to establish long-term contact with potential customers。
Second, facebook groups have more natural coverage than facebook home pages and more potential clients。
Instead of rushing to market businesses or links in facebook groups, it is by passing on values to build the group's trust in brands and official government. Value transmission can be the output of valuable content or the actual benefit to the group, such as the provision of coupons for the group。
Create original content for the group and maintain its dynamism. User participation can be stimulated by the uploading of votes, pictures or raw videos or by the regular publication of topics。
Finally, more influential people should be brought in, and facebook groups should not be promoted blindly. On the one hand, such behaviour is repugnant, and on the other hand, facebook algorithms are highly interactive, and those who are not passive participants are less active in group activities and do not contribute to greater group interaction。
1. 4 instagram
Instagram active users from january 2013 to july 2018
By july 2018, the instagram month of active users had reached 1 billion and was expected to exceed 1. 1 billion by 2019. Instagram is very popular among adolescents and post-00s, with 41 per cent of users aged 24 or under globally, and over half of users in the united states region aged 18-29。
Because of its visible image community and high user participation, instagram became an important marketing platform, with over 98 per cent of fashion brands having their own accounts in instagram as of march 2016 alone。
So, how do we operate the instagram flow
First, focus on the quality of the pictures and combine the text to attract users. As instagram is a graphic-based, fast browsing platform, high-quality pictures are the first element that attracts the attention of users. Although not everyone is a professional ui designer, we can use tools (e. G. A photo-making website) for the production of pictures and for the preset set-up of posts (buffer or hootsuite) and see the previous article, " three gods for more efficient operation of social media overseas " . It was also important to include appropriate narratives in the description and comment area。
They're good at tagging potential fans. The label is much more important in instagram than any other social platform because users often use it to search for similar photo posts and new account concerns, so the correct use of the label makes it easier for us to be found by potential fans
What many do not know is that, in addition to being added to the description, the label can be placed in three review areas, although the labels are not as good as they are, with about 11. If you do not know what label is used, you can use some tools to find study-along labels, such as tagsforlikes, which are optional by monitoring instagram accounts and listing similar popular labels。
Working hard to interact to increase exposure. Instagram's algorithm focuses on interactive data, so it is important to increase exposure through regular messages and praises. My own method of doing so was “care, praise, praise”, i. E. Account numbers related to my own field (potential consumers or red people), followed by three recent pictures, which proved to be 25 per cent higher. Because attention and praise here are real actions, not machine operations, which increase each other's interest in the brand。
Of course, when it comes to instagram's red marketing, i'll explain the specific ways in which it works in the chapter below。
Google system
Global market share of leading search engines, january 2010 to july 2018
In the internet world, if you can't be searched by the user, you don't exist, so it's important to use a good search engine for extension operations. As of july 2018, microsoft's mandatory search accounts for 6. 55 per cent of the global search engine market, while our most common 100-degree search is only 1. 08 per cent of the global search engine market。
Google search, the world's largest search engine, has dominated the search engine market from 2010 to the present, with a market share of 86. 02 per cent in july 2018 and remains a dominant presence. It is therefore only by maximizing the exposure of google searches that products and services can be better replicated and transformed. Google has a lot of products, and i have divided google's extension operating system into search engine optimization (seo), google advertising series, google bloger and google+。
2. 1 search engine optimization (seo)
The search engine optimization (seo) aims to improve the website's ranking in the search engine, and the initial standard set by the site should require a ranking of not less than 50 keywords to correspond to the top three pages of google's natural ranking。
How's the seo going
2. 2 google adwords
Google has a wide range of advertising products, of which google adwords (google keyword search ad) is a focus of attention, as it is an important way for businesses to lead, capture potential customers and transform sales. We need to understand the logic of google adwords and take appropriate improvements。
The competitive logic of adwords, which takes into account the balance between user experience and the amount paid, is that:
Quality score*maximum bid = ad rank
If we want to win this competitive game at a low price, we need to focus on how to improve quality scores. Three factors influence the quality score of the bid, of which 22 per cent are advertising-related (i. E., how much your advertising is relevant to keywords), 39 per cent are site-related (i. E., the relevance of the site's location page to keywords and the length of time the user stays on the page) and 39 per cent are advertising-based (i. E., the number of users who click on your web page compared to other competitors)。
Therefore, three things need to be done after understanding the adwords bid logic:
(1) strengthening the study of keywords
The key to the success of adwords ' advertising campaign is to choose the right key, and if we can find the key words that no competition is competing, we are not afraid to bid, because competition is not on the same dimension. In general, we need to find two types of keywords, one that others are not competing for and the other that competitors are still looking for。
First, we need to take time to study the key words related to the company's products, to list the best keywords, and then to narrow the range of the best keywords by using keyword tools such as google adwords keyword tool。
In addition, many people ignore the setting of negative keywords. To deny keywords is contrary to positive keywords, we do not want users searching for them to see our ads. It is not that we are biased against these people, but that we will not pay the click fees for those who do not turn into our consumers. For example, i sell iphone phones, and i don't pay for words like iphone return. Advertising can only be more effective if the negative key is selected as soon as possible。
(2) to direct users to the right page
The key words in front are placed in the advertisement to guide the user to the landing page, so care is taken to direct the user to the right page. Many often direct users to their home pages rather than to specific target pages. For example, many electric operators direct users to the shop home pages rather than to specific product pages. We did not make similar mistakes at the outset when promoting our own activities, instead of directing users to active pages, but rather to their own websites, leading to lower conversion rates。
Therefore, we need to consider the issue from the point of view of the users at all times, taking care of it when advertising campaigns are launched。
(3) be prepared to respond to trends on the move side
With the spread of smartphones and declining traffic costs, movement trends are unstoppable and mobile devices are increasingly being used by users abroad to search and use the internet. Since we have only been online in the run-up to the project, and have not yet done a self-adapted website, i. E., a mobile phone-based page, a round of advertisements revealed poor user access in europe and the united states。
As analysed later, due to the early availability of smartphones in europe and the united states, and especially the increased concentration of young users on the mobile side, attention needs to be paid to enhancing the experience of mobile users and to promoting them。
The behaviour of users varies significantly between the mobile and the computer end, and it is important to ensure that users of the mobile end can also see advertising when promoting it。
2. 3 google bloger
Google bloger, a google blog product, has a major role in blogging, both to enhance the effectiveness of seos and to serve as a platform for publishing websites or ap long-forms。
The posting of software on google bloger, the insertion of web-related keywords and the addition of corresponding links, can increase the exposure of web-based keywords to google spiders and the number of extra-webs on the site, thereby contributing to the optimization of the website. Google bloger has the advantage of being a google home-grown product that can be captured faster by google and searched by users through a search engine, similar to google+, which i will elaborate below。
2. 4 google+
Google+ is a social product developed by google to compete with facebook in the area of social media, but facebook’s advantages in the area of social media are hard to shake. The marketing of google+ has been described by many as poor, including the fact that many marketers abroad do not pay much attention to google+ operations. Objectively speaking, it is not a good choice if google+ is simply a community of leading and settling users。
The advantage of google+, however, is that content posted on google+ can be accessed faster and more easily by users than other websites and platforms. Second, google+ has the potential to link a billion gmail users worldwide. Every email you send can see your google+ profile, which is a potential marketing opportunity for every email connection。
Google+’s graphics are clear, and it is clear from the figure below that google+’s users are mainly technocrats such as engineers, developers, designers, etc. In the united states and india, and are particularly well suited as a technology-related marketing platform for the united states market。
So perfect your google+ profile and build your google+ community。
3. Other social media
Why focus on other social media? What other social media include? How can product operations be promoted through other social media
(1) why focus on social media other than facebook and google
Because of “no socialization, no marketing”, facebook and google are in large traffic, but many overseas users, especially young ones, are concentrated on emerging social media platforms, such as snapchat. The selection of the marketing platform also requires consideration of the match between the target user of the product and the user image of the social media platform, which varies from one social media user to another and requires selection according to the target user of the product。
Furthermore, while facebook and google are the mainstream overseas outreach channels that are highly competitive and have long passed the flow dividend period, many other social media, due to their late commercialization, are in the flow dividend period, with lower customer costs and higher user quality, which needs to be constantly discovered in actual exploration。
(2) what other social media include
In addition to mainstream social media such as twitter, pinterest, snapchat, and the british, there are smaller channels to use for the "c"
(3) how can product operations be promoted through other social media
This is a matter that has been described and discussed in detail in my previous article, entitled “this is not the case here”。
It is also important to mention that i believe that operating overseas social media requires maintaining awareness of the latest trends, constant attention to the issue of what new social media products are available in overseas target markets, and an update on the use of mainstream social media by foreign marketers. Research on recent trends in social media can be found in the article "
Vertical long end channels in specific areas
If social media, represented by the operation of facebook and google, are designed to attract large traffic, the vertical long-end channel for specific areas is intended to absorb long-term traffic. Vertical long-end channels are platforms where target users gather on the internet in specific areas, typically most typical of overseas forums or communities. For example, the vertical and long-tailed channels of the internet are found in countries or regions, or in the reader's forum, or in a particular type of writing or reader group on facebook。
So what are the characteristics of the users of vertical long-end channels and how can they be extended through vertical long-end channels
By definition, the main features of vertical long-end channels are their dispersion, clear user image and high-quality users, all of whom are lovers in a targeted area。
Extension operations through vertical long end channels:
4. 1 teams establish and operate vertical long end channels themselves
Identify the target users and search and establish a vertical long-end list of channels。
First, the operational team needs to be clear about the image of its target user group, including the general hobby, age, country, etc. If this step is not clear, please do not promote it until the team members finish their homework。
Target users were identified, followed by a search and a list of vertical long-end channels. Finding the right channels can do more than anything; if not, it can do more than anything. The collection of vertical long-end channels test your ability to gather information and your sensitivity to markets in the target areas。
