Independent station operation strategy: accurate product selection and efficient traffic attraction to help you conquer the overseas market!

Release Date:2024-09-05

Views:

For foreign trade companies and cross-border e-commerce sellers, independent websites are not only a free sales platform, but also an important guarantee for brand building and data security. In this market full of opportunities and challenges, how to operate an independent website has become a problem that every seller must face. Next, we will analyze the operating secrets of independent websites in detail from aspects such as operating model selection, product selection, and drainage channel selection.

1. Operation model selection: find the most suitable independent station operation method for you

Vertical stand mode:
Focus on a certain category, focus on the niche market, and focus on unique brand positioning and fixed target groups. Through precise market positioning and professional operation, create a unique independent website.
Brand station model:
Focus on brand building and product design and development capabilities, and attract consumers with high-quality products and a unique brand image. This model requires a high level of comprehensive strength from merchants, but in the long run, it will help enhance brand value and market competitiveness.
Distribution mode:
Widely list products with good market response, attract consumers with rich SKUs and low prices. This model is suitable for start-up sellers, who can adjust product strategies by quickly testing market response.
COD single page e-commerce model:
Build a separate product page similar to Taobao's detail page, and achieve quick transactions through Facebook or Google advertising. This model is simple to operate, quick to take effect, and suitable for short-term promotions.

Different operating models have their own characteristics and differences. Sellers should choose the operating model that best suits them based on their actual situation and business development stage. However, it is important to understand that these operating models are not completely independent of each other. They can be integrated with each other or even transformed under appropriate conditions. Therefore, when choosing an operating model, sellers should remain flexible and forward-looking so that they can make corresponding adjustments and optimizations as the market changes.

2. Product selection: accurate product selection, win at the starting line

Product selection is essentially a process of selecting market demand. In the vast market, we must accurately capture consumer demand and then target the target market for further development. Blindly selecting products and placing advertisements is not only inefficient, but the heavy burden of advertising costs may also overwhelm the company. Of course, we cannot ask customers one by one about their specific needs, but we can use some strategies to gain insight into market trends. For example:

Platform hot-selling product selection: Pay attention to the best-selling list of e-commerce platforms to discover market trends and popular products, providing a strong reference for product selection.
Product selection in segmented markets: Through continuous market segmentation, we can discover neglected demands and business opportunities and meet consumer needs with differentiated products.
Product selection by price range: clarify your own price positioning, choose products that fit the price range, and accurately target the target audience.
Target customer product selection: According to the needs and preferences of the target customer group, select products that meet their needs to improve conversion rate.
Product selection through social software: Pay attention to trends and hot topics on social media to find inspiration and direction for product selection.
Hot search keywords: When placing Google ads or Facebook ads, you will choose interest words to determine the audience. In this case, hot search keywords can also be used as interest words to find corresponding products.

3. Selection of traffic channels: Multi-channel traffic diversion to increase independent station exposure

In today's age where traffic is king, traffic has become a key factor in improving store conversion rates. Therefore, how to effectively drive traffic to independent sites has naturally become the focus of many sellers. The traffic strategy for independent sites usually includes two aspects: on-site optimization and off-site traffic. Next, we will explore these two strategies one by one to help sellers better grasp the tricks of traffic.

1. Optimize traffic on the site:

Prefer short videos on the homepage: As we all know, the homepage is the key to creating the first impression. Many sellers invest heavily in high-end photography and promotional videos to perfectly present the product and brand image. However, in this era of social media and video platforms, it is increasingly difficult to capture users' attention. Single, lengthy videos can no longer attract their attention. Therefore, when making homepage videos, it is important to follow the principle of "short, flat and fast", that is, quickly capture the visitor's attention, play automatically to reduce the number of user clicks, and mute by default to avoid interference. Such a design can not only allow users to obtain information efficiently, but also effectively reduce their urge to close.
The page design is concise and clear: The longer it takes users to obtain information when they first visit, the greater the risk that they will close the page. Since users have been directed to the homepage through other channels, they should be able to see the content they need at a glance. Adhere to the design concept of "one page, one purpose" to avoid information overload that confuses users. Focus on sales itself, and place auxiliary content such as strength display and company introduction on secondary secondary pages. This layout is more conducive to increasing sales!
Finely filter products and make the search box conspicuous and easy to find: When there are many types of products, be sure to set up filters to help users quickly locate what they need. At the same time, reasonable classification and a clear and visible search box are also the key to improving conversion rates. Don't try to let users browse all products. What they need is an efficient and accurate shopping experience.
The pictures are clear and easy to understand: Many sellers tend to display as many product pictures as possible, but too small picture size is not conducive to users to understand the product in detail. In the online shopping environment, pictures are an important basis for users to understand the product and make judgments. Therefore, please provide large-size, high-definition product pictures and pay attention to the details to meet the needs of deep online shopping enthusiasts.
Use social media sharing buttons with caution: Although many sellers will add social media sharing buttons on their pages, in fact, the click-through rate of these buttons is not high. Users are more inclined to share their shopping experience with strong relationships such as family and friends in private. Therefore, unless there is a clear promotion purpose or strong traffic support, it is recommended to turn off these sharing buttons.
Simplify the purchase process: First, be sure to update inventory information in a timely manner for different colors, sizes, materials and other options of the product to avoid refund issues caused by out-of-stock, which will affect the website rating and ranking. Secondly, integrate the payment page and provide convenient one-click payment methods and message board options to optimize the user's shopping experience.

2. Off-site traffic diversion

Facebook: As a social platform with a large number of users around the world, it not only has a huge user base, but also has considerable traffic, and its advertising effect is significant. On Facebook, businesses can set up official pages for independent sites and customize content according to the characteristics of the independent site and the age group of the target user group. In order to enhance the stickiness of fans, more interactive activities should be organized instead of simply posting advertisements. When the account has accumulated a certain number of fans, you can embed promotional pictures or links of the independent site in the published content to attract traffic. As the business deepens, you can also consider placing paid advertisements to accurately guide fans to the independent site. However, it should be noted that there is a certain risk of being banned for Facebook advertising accounts, so you need to be cautious when operating.
Instagram: On Instagram, a social platform that mainly shares pictures, the key to increasing content views is to use popular hashtags and choose to post content during the time when target users are active. In order to convert browsing users into fans, the uploaded pictures must be attractive enough. Product advertising pictures should not only show the characteristics of the product, but also pay attention to visual beauty. At the same time, it is recommended to set the official Instagram account of the independent website as a corporate account so that automatic replies and professional customer service can be set in the private message interface, thereby improving the professional image and conversion rate of the independent website.
Pinterest: Pinterest advertising provides marketers with a great opportunity to quickly attract the attention of 250 million users on Pinterest when new products are released. Up to 98% of Pinterest users say they like to discover new things on this platform, which is much higher than other social media. In addition to helping new products increase their visibility, using Pinterest's ad targeting function can also bring significant sales results. According to statistics, more than half of Pinterest users will make a purchase after viewing commercial content.
Tik Tok: On TikTok, merchants can add links to the official homepage of the independent website, so that users with purchasing intentions can directly visit the independent website. For users diverted from TikTok, promotional activities such as "first order discount, new user exclusive price, free delivery" can be set up on the landing page to stimulate consumption and collect user data. In addition, the comment area and backstage private messages are also effective channels for diversion. When replying to fans' messages, you can cleverly promote products and explain discounts to enhance the trust and interest of potential users in the independent website.
KOL: Traffic diversion Using influential and reputable KOLs for promotion has become a widely used traffic diversion strategy. Merchants can look for KOLs or traffic owners who match their product or brand tone, and cooperate with them by giving away samples and sending promotion invitation emails. This approach often brings good results.
Email Marketing (EDM) When dealing with overseas customers, it is essential to master email communication skills. As one of the mainstream means of attracting traffic in overseas markets, EDM can bring considerable traffic at a low cost if used properly. Through email marketing, merchants can send new product information to existing or potential customers to establish connections with customer groups and stimulate their interest in the brand. However, attention should be paid to the planning of email content to avoid causing customer disgust.

In short, independent station operation is a systematic project, which requires sellers to make comprehensive considerations and plans in terms of operation mode selection, product selection, and drainage channel selection. Only by finding the most suitable operation method can you stand out in the fierce market competition and achieve steady growth in overseas markets.

If you have any questions about the construction and operation of foreign trade websites, please contact Yiyingbao technical customer service WeChat: Ieyingbao18661939702, and the staff will answer you wholeheartedly!