从零启动跨境电商指南

跨境电商这几年很火热,特别是2020年一条“深圳湾一号的豪宅都被亚马逊卖家抢光了”的消息,更是把亚马逊人推上了“年入千万,入局则暴富”的神坛。

 

2021年9月份,跨境多面手去拜访一位老朋友,记得几年前他还在做微商,卖微信号,卖随便果,卖枣夹核桃什么的。结果见面聊天的时候,他轻描淡写的说,这几年做跨境电商没赚到大钱,就是在深圳搞了几套房子,基本上都在宝中(宝安中心区),最小的120平,最大的将近200平。他说没贷多少钱,以前穷怕了,不敢背很多的债务。

 

这让我真实体会到这些传说并非空穴来风,要知道宝中的房子最高峰去到15-20万/平方!

 

当然,2021年,亚马逊大规模封号,原材料成本飞涨,运费高涨还一柜难求,疫情持续,也影响消费者的消费信心,外贸和跨境电商正在经历阵痛。

进入2022年,虽然疫情还在持续,但消费者网上购物的消费习惯已经养成,所以,现在进入跨境电商行业是一个正确的选项,也是合适的时机。

而且不管怎么说,跨境电商也是为数不多让普通人可以逆袭的一条赛道,不需要搞关系,不需要应酬,找到好的供应商,拿到好的产品,努力做好推广就可以,一旦做成爆款,就有可能发家致富。世界那么大,人的需求各有不同,满足了一个细分领域的特定需求就一切皆有可能。

 

之前有几个朋友问跨境多面手,没有任何经验的小白能不能干跨境电商,我就说入行跨境电商,只要选择和方向都是对的,不存在能不能干,而是应该怎样干的问题。

 

跨境多面手作为20年的外贸、跨境电商老兵,趁着过年没什么事,撰写了一份《从零启动跨境电商指南》内容包括:

 

1. 跨境电商平台的选择和入驻、选品工具介绍等

 

2. 独立站的搭建,包括域名注册、主机服务、主题、素材等

 

3. 收款工具的介绍和选择

 

4. 推广和流量获取

 

基本上涵盖了启动跨境电商的各个方面,如果你有志于进入跨境电商领域,这个指南将对你带来很大的帮助。百度网盘下载地址:

 

链接:https://pan.baidu.com/s/198fKr7wusLOxAFFGtAdj9g
提取码:snpq

boost your e-commerce sales

How to engage your followers to boost your e-commerce sales?

Social networks have become essential in the daily life of consumers. They also represent a new stage in their purchasing journey. Seeking inspiration on Instagram or asking for advice on Facebook before purchasing a product or service has become common place. It is a real opportunity for companies to exploit, whatever your sector of activity.

By exploiting the potential of social networks, you benefit from many advantages: gain visibility, generate more traffic on your website, distribute your campaigns to a target audience .. It is also a very effective way to increase sales and revenue, as long as you are successful in engaging your followers .

How to sell through your social networks? », We give you all the keys to build and optimize a social media strategy . In this article, we take you through our top tips for engaging your followers with the goal of growing your sales .

Target the relevant audience to better engage

It only takes a few minutes to create a social media account. The speed and simplicity of this process should not make you forget the essential: it is essential to develop a strategy first. Each social network has its own codes and is aimed at a specific audience.

Start by defining the audience you want to reach, then it will be easier to find the ideal social network to reach and engage them. For example, Snapchat and TikTok are primarily used by teenagers and young adults looking for entertaining and creative content. Pinterest and Instagram fascinate those under 34 looking for inspiration (lifestyle, interior design, travel, etc.). Facebook and Twitter are aimed at larger audiences and LinkedIn is primarily of interest to professionals looking for useful information.

A company specializing in the manufacture of windows will thus be able, for example, to publish its content on Instagram and Pinterest to target Internet users in search of inspiration. Other social networks could be considered in addition, such as Facebook for its very large audience or LinkedIn if the company is also targeting a BtoB audience.

Build a relevant social media strategy

The choice of social networks is decisive for successfully creating engagement. Once this step is done and your first followers acquired, it’s time to deploy your strategy to engage your community and develop it . To achieve this, it is recommended to hire  a community manager  or entrust the management of your social networks to an expert agency.

In your strategy, you must take into account the expectations of users of social platforms : easy contact with brands, answers to their questions and content that presents real added value. If your posts aren’t doing anything for your audience, and you’re just posting ads for your products or services, you won’t be able to build engagement.

Develop proximity to your audience

The first point to work on is your proximity to the active users of your page. Social networks are often used as customer support : Internet users ask questions, request information or post feedback on their experiences (good or bad).

Make sure you respond to their messages promptly. This is all the more important since all comments posted publicly are seen by other users, including potential customers. By following this recommendation, you create a more satisfying relationship with your audience and improve your brand image.

Taking into account the opinions left by your customers and prospects also helps you to better understand them: you will have all the keys in hand to offer them more relevant offers and optimize your communication.

Create engaging content

The publications disseminated on your social networks must meet two main characteristics: be of interest to your audience (inform, entertain, inspire …) and be consistent with your brand image (tone used, lexicon used, chosen visuals. ..). The goal is then to manage to publish content that serves your objectives and highlights your products and services , but without having a too commercial approach. Fortunately, you have a multitude of formats and possibilities available to enhance your offer and your brand in a subtle way.

Rather than publishing a simple visual of a product accompanied by a technical description, put it on stage. Your followers will be able to easily imagine the experience they could have by purchasing it. Create visually striking, creative content that captures the expectations of Internet users. Engage your audience, make them want to comment on the post. For example, invite your followers to answer a simple question in the comments, or tag contacts who might need the featured product.

Use the formats available on social networks to liven up your accounts and increase the engagement rate: publish stories, carousels, mini surveys, reals, humorous quotes … Also think about live broadcasts now available on Facebook and Instagram: they can be used to show products, answer questions or share everyday moments in your store or business. For example, to talk about your values, go behind the scenes of manufacturing or your team. Other more fun solutions are very effective in creating engagement, such as  contests. (with a gain) and mini games (without prizes to be won, but which are entertaining). All of these formats help you bond emotionally with your audience and build a real brand environment.

In addition to the type of publications posted, you must be attentive to the way in which you animate your account. To promote engagement, consistency is the key! Recurring appointments, for example, are particularly useful for retaining your audience. Another tip to know is content sharing: do you want to unite a community and make it react to your publications? Highlight the followers who talk about you, by sharing the posts where they evoke your brand. They will feel valued and closer to you. It also prompts your other fans to tag you in their posts, further increasing engagement.

All of these actions have a direct impact on your turnover: an increasing engagement rate translates into increased awareness, more traffic to your website and more sales.

Closely monitor the performance of your social networks by measuring KPIs, such as the engagement rate. You can then make all the necessary optimizations to adjust your strategy and continuously improve its performance.

Generating engagement involves several essential elements: choosing the relevant social network, targeting your audience and offering them value-added content. You will then use the different formats available to regularly publish new content and encourage your followers to interact with them. This engagement-based strategy is particularly effective in generating more sales and increasing revenue. Its benefits are obviously more numerous: by working on engagement, you improve your communication and you gain notoriety. You also create a real relationship with your audience. These are all key elements to ensure the development and sustainability of your company or brand.

 

Build your social media strategy in 7 steps

The importance for a company to be present on social networks is no longer to be proven.

If the social media had already grown significantly in recent years, the coronavirus crisis, and more precisely the confinement, have made it a marketing lever to favor for communicating with your targets.

However, being present is no longer sufficient, it is necessary to build a real strategy specific to your brand or your company, in order to be able to stand out.  

How to build your strategy on social networks?

# 1 – prioritize your goals 

The first question to ask yourself is: what do you expect from social networks? The construction of a social media strategy can help you achieve several objectives such as: 

  • Gain notoriety in your market 
  • Boost your online or point-of-sale sales 
  • Create a bond with your customers and prospects 
  • Boost lead generation 
  • Manage your after-sales service and your e-reputation 
  • Work on your employer brand.

If it is obvious that you are not trying to achieve just one of these objectives, know however that it is essential to prioritize them . Your main objective will determine how you will set up your accounts (CTA, creation of a Facebook Shop, etc.) and create your publications (format, information in the text, and even your editorial line).  

# 2 – study your targets 

 

To have a relevant communication on social networks, it is necessary to know which audience you are addressing. Among the targets you want to target with your digital strategy, you must identify those that are present and will potentially come looking for you on social networks. 

Find out about their habits: what social media platforms do they use? What are their expectations when following a brand / company like yours on social media?

# 3 – estimate your costs 

The implementation of a network strategy requires resources, and therefore comes at a cost. The most important one is generally human time.

  • Does social media require hiring an additional person in your workforce?
  • Will this be his only mission?
  • If not, how much time will be given to the animation of social networks?

This estimated time will help you determine the frequency of publication that you will be able to set for yourself. To this will be added additional costs: do you need to buy equipment (smartphone, camera, software etc.)? Are you going to use social ads or influencer marketing campaigns? If so, what budget do you plan to allocate? It is essential that these questions be studied before you start to build your strategy.  

# 4 – choose your social networks 

You must select your networks according to your targets : favor those they use. But not only ! You should also think in terms of the means you have at your disposal: if you have little time to devote to social media animation, Twitter is probably not the network you need to get started. Do you have few visuals available? So you need to think twice before you take to Instagram.

# 5 – define your editorial line 

Your communication on social networks must be in line with that you make on other media. However, your tone may be a little less formal than on your site or on a presentation brochure. Your posts should really reflect your brand’s personality

What subjects to cover?

You must make publications according to the themes that interest your community. To determine the themes to be addressed, start from the expectations of your targets (identified in step 2). Let’s imagine that one of the expectations of your targets is to have advice related to your expertise, then you must have a “Advice” theme. 

Once you have identified all the themes, you can associate ideas for publications. For the topic “Advice”, it may be interesting to share a blog article for example, or to have a monthly column giving advice from an expert in your company in the form of a quote or a video. These ideas will then be incorporated into your editorial planning. 

# 6 – organize your animation

 

An editorial schedule for social networks is a MUST HAVE for successful animation! It should help you to list your ideas for publications but also the dates not to be missed, whether they relate to the news of your company (release of a new product, professional event etc.) or to national news or world on which you can bounce (chestnut trees, election, etc.).

The organization of your editorial schedule will allow you to maintain the publication frequency that you have set for yourself, without seeing the quality of the publications deteriorate. 

# 7 – Identify the right measurement indicators

Last step in creating your strategy: measuring and analyzing your actions . A social media strategy is not fixed in time, it is subject to change. To know what changes to make, it is necessary to regularly analyze what is happening on your page. 

Many KPIs are available to you: 

  • Number of fans 
  • Engagement rate on publications 
  • Scope of publications 
  • Analysis of traffic and conversions generated to the site from social networks 
  • Number of private messages received, etc. 
 You should prioritize these goals according to your main goal, to identify which ones you need to follow most carefully. 

Do you want to build or review your social media strategy? crossborderplus team of Social Media experts can organize a workshop within your company to help you create and organize your social media strategy! 

 

digital presence

Training centers: how to ensure your digital presence?

Your future students are first and foremost Internet users. They spend a large part of their time online: chatting and having fun on social networks, watching videos on YouTube, getting information on Google …

The Internet is fully part of their daily life, much more than the television and radio which they still use, but more sporadically.

The same applies when they are looking for a training course or a college: their decision-making journey begins in the majority of cases on the Internet.

To attract students, make them want to go to events and register with their establishmentIt is now essential to have an online presence and to take care of your communication on your site and your social networks.

An increasingly digitalized decision-making process

The process for recruiting candidates has changed significantly in recent years.

Like other sectors of activity, they have been massively impacted by the massive use of the Internet, then of social networks . Direct contact or requests for brochures are no longer made at the start of the decision-making process. On the contrary, it is now after having done a great deal of research and maturing his thinking that the student goes to meet schools.

🚀You can no longer wait for your future students to come to you, you must reach them as early as possible in their decision-making process.

Traditional methods, such as sending brochures, emails, radio advertisements or flyers have lost their effectiveness. They can still be exploited, but with careful choice of timing and target . For example, a radio campaign will be interesting to reach the parents of future students, since they generally participate in decision-making.

The flyers can still be distributed at special events such as a student fair. As for the brochures, they can be sent when the student requests them or has already shown an interest in the school. To attract future students and increase the number of registrations, you need to put in place a real  digital strategy .

What strategy to adopt to reach future students?

Your strategy must focus on different axes and take into account the new expectations of future students. They are not only looking for an education, they are looking for an establishment where they will have a satisfying experience and which will be the perfect springboard for a professional career.

You must work on your notoriety as much as your differentiating elements, and make sure you are well positioned at each step of the decision-making process so that future candidates find you.

Be present on the web and social networks

For many large schools, the lack of visibility represents a major problem. However, it is essential for the student to know your establishment and your training offer.

You have several possibilities to solve this problem:

  • Improve the SEO (natural referencing) of your website: regularly publish interesting and informative content, likely to be sought after by future students. Include relevant keywords so that these pages rank well in search engines. When the future student enters queries into Google, Yahoo or Microsoft Bing, your site will appear in the first results. This will give you more traffic.
  • Create an account on social networks , such as Facebook, Instagram, Twitter, Pinterest … Adolescents and young adults use them regularly to communicate and stay informed, so you have every interest in being there. Liven up your accounts by posting interesting and inspiring content that will make future students want to know more about your school and get in touch with you.
  • Set up advertising campaigns: solutions like Google Ads, Facebook Ads, Instagram Ads … are effective in reaching a larger audience. It is an immediate gain in visibility with a target that corresponds to the profile you want to target. When prospective students do a Google search or browse social media, they will see ads for your school.
To take full advantage of these different options, you need to know your target audience.

This is essential for offering relevant content at key locations and times to Internet users potentially interested in your training offer.

 

Optimizing your online presence will also help you attract more people to your events, such as open houses, speed dating or student fairs. The support of an agency expert in digital strategy  is recommended to maximize the performance of your actions.

Improve your brand image and distinguish yourself from the competition

It does not matter whether your establishment is world famous or not, whether it is a large Business School Management in Paris or a training center in a small provincial town. You have to work on your brand image to attract future students. Use your website, your social networks and your Social Ads campaigns to highlight the strengths of your school: its location, its infrastructure, the quality of your teaching team, the success rate in exams, exchange programs at school. ‘international … Also value all the elements that set you apart from your competitors.

You must therefore put in place an appropriate marketing strategy to ensure the good reputation of your establishment. For example, you can share interviews with former students, present actions carried out by student associations, collect and publish opinions …

Personalize the relationship with your future students

Adapt your speech to your different targets: the future student who does not know you yet, the one who has already inquired, the one who plans to enroll, the parents who finance the studies or are worried about the future of their child … Your content must answer all questions , inspire and reassure the future candidate as well as those around him. Also remember that your future students can come from France or elsewhere. It may thus be interesting to offer suitable content for your future foreign students.

Measure the performance of your actions

Social networks, such as search engines or your website, allow you to collect data . For example, the number of visits to your site, the likes and shares on your Social media publications , the number of clicks on your Google Ads ads …

This information is essential to measure the performance of your various actions and adapt your digital marketing strategy continuously. You  optimize your campaigns  or your communication as you go to generate more and more registrations in your school. This analysis is also essential to calculate the ROI (return on investment) of your strategy and to better allocate your budget.

As you can see, it is essential to exploit social networks and the possibilities offered by digital technology to gain notoriety, improve your reputation and reach more students.

You will know how to use the power of the web to position yourself at each stage of the student’s decision-making journey and increase the number of registrations in your school

write-a-review-g01de522cc_1920

Customer reviews What impact for my business?

Customer reviews are at the heart of business concerns today because they have a direct impact on their reputation.

The rise of social media and the development of e-commerce mean that Internet users currently have many communication media to make themselves heard.

 Did you know that 90% of consumers consult reviews before making a purchase? You understand the importance of integrating them into your marketing strategy!  

The importance of customer reviews in a marketing strategy 

Customer reviews have an impact on three essential levers of the customer journey :

Finding information

Of negative opinions will harm the online reputation of your business and discourage potential customers to turn to your products and / or services. Conversely, positive opinions will encourage Internet users to take the act of buying.

 A business that displays 5 stars on Google or Facebook receives 28% more clicks than a business that has none at all.

You can’t please everyone, so it’s normal for a business to have negative reviews, and it’s even a guarantee of authenticity for your customers. Having negative opinions is not a drama, the important thing is to respond to them in order to prove that you are listening to your customers and willing to improve yourself. 

The conversion rate

When customer reviews are present on a website, they encourage other Internet users to take action. Indeed, they will seek opinions to get a better idea of ​​the quality of the product and the customer experience. The more reviews there are, the more confident Internet users will feel , and this also applies to negative reviews if you have answered them correctly! 

Loyalty

The latter makes it possible to improve turnover but also to take care of the customer relationship and therefore to preserve the online reputation thanks to the recommendation made by the Internet user.

A satisfied customer will share their positive experience with three people around them, while a dissatisfied customer will share their experience with ten people.

Identifying satisfied customers will therefore make it possible to set up loyalty-building campaigns ( loyalty programs, VIP events, etc.) or referral marketing . The latter consists in transforming the customer into an ambassador, via a sponsorship system for example. Dissatisfied customers may be offered a discount on the next purchase or a phone call to resolve the dissatisfaction and thus recover them.

How to use your customer reviews?

Managing your reviews allows you to be close to your customers for a sincere and positive experience. Reading, responding to and processing the requests identified in customer reviews allows you to join a virtuous circle.

In addition, customer reviews can be relayed on review sites such as Verified Reviews, TripAdvisor, etc. but also via Facebook publications or the reviews section on the page, as well as on Google My Business. They can also be distributed to a panel of consumers, which can be useful for your research and development.

 Customer reviews can also enrich your CRM to monitor satisfied or unhappy customers, self-assess yourself and set up a brand advocacy process to improve your brand image.

If your brand only has a few reviews, it would be worth collecting new ones. Soliciting your customers after a purchase results in a 25% return rate . Knowing that only 1% of consumers spontaneously express their feedback. Today it is no longer necessary to say “my product / service is the best” but to have your customers say it.

Want to get customer reviews? Do you want to control your online reputation or improve your rating? Our experts are there to support you! Whether it’s to set up a review collection, manage your e-reputation or respond to negative reviews.

 

The different types of sellers on Amazon

The different types of sellers on Amazon

There are two main types of merchants on Amazon: the Vendor, who will sell their stock to Amazon directly, and the Seller, who will sell their products directly on the marketplace.

Beyond this quick definition, we will see here what are the advantages and disadvantages of each of these statuses.

What is a Vendor on Amazon? 

The Vendor is a status that allows you to sell your stock directly to Amazon . He does not manage the logistics part or customer service. It also does not have control over the selling prices that will be charged directly by Amazon.

The merchant thus becomes a supplier to Amazon who will buy the products wholesale. This type of seller can be easily repaired by mentioning “ Shipped and sold by Amazon ” on the sheet of the products concerned below the Buy Box.

This status is special, since it is Amazon that invites merchants to become Vendors. 

What is a Seller on Amazon? 

The Seller is a merchant who has registered with Amazon to be able to sell their products there . Unlike the Vendor, it has full control over its selling price. This type of status is open to all merchants and easily accessible through the Amazon interface.

Seller sellers then have two options regarding logistics:

  • FBA (Fullfilment by Amazon) : logistics are managed by Amazon
  • FMA (Fullfilment by Merchant) : logistics are managed by the seller

The Seller FBA (Fullfilment by Amazon)

In this case, the Seller FBA entrusts all the logistics management to Amazon , that is to say, it completely discharges all the delivery and its products are stored at Amazon. It is therefore Amazon that will handle customer service and all returns.

This solution is not free but guarantees the seller to be among the Prime merchants and really maximizes his visibility on the marketplace.

The Seller FBM (Fullfilment by Merchant)

Unlike the FBA, the Seller FBM merchant will manage its logistics itself . This solution is preferred for sellers who master their logistics extremely well or who offer products that do not meet Amazon conditions for FBA. 

Note that Amazon can also offer to join sellers to be in Prime, even if they are in FBM.

Advertise on Amazon

Whether the advertiser is in Vendor Central or Seller Central, he has access to the same paid visibility tools via Amazon Ads. He can therefore set up campaigns :

  • Sponsored products
  • Sponsored brands
  • Sponsored display

He can also have access to Amazon’s DSP to be able to launch larger display campaigns.

You have understood it, there are therefore several ways to sell your products on Amazon, according to your needs but also according to the functioning of your business. 

To see more clearly and have all the cards in hand to optimize your presence on marketplaces and increase your sales tenfold, Contact Us for the complete guide produced by our experts! 

 

importance of marketplace reviews

Marketplaces: how to get more reviews?

The marketplaces like Amazon allow customers to leave reviews of the sellers with whom they have ordered. These ratings directly impact your reputation and your referencing on these platforms. Having positive reviews is essential to ensure the visibility of your products and in still confidence in future buyers. Find out how to improve the SEO of your products with ratings and how to get more reviews.

The importance of marketplace reviews

A product that is well referenced on a marketplace appears in the first results when a user performs a search. It is thus more visible and therefore likely to be purchased. As with search engines, the first items displayed generate the most clicks. Their positioning is determined by an algorithm that takes several elements into account, including:

  • The match between the request entered by the user and the article.
  • The elements integrated into the product sheet : title, description, visuals, keywords …
  • The price : products with attractive prices are better classified.
  • The availability .
  • The performance sales: the more a product is sold, the better it is referenced.
  • The customer reviews : Each marketplace has its own algorithm, but each of them takes into account the customer satisfaction rating for classifying products in search results.

Buyers’ ratings may be for:

  • The product: it is generally rated from 1 to 5 stars. Customers have the option of adding a comment to describe their experience.
  • The seller : the rating criteria may vary from one marketplace to another. For example, on Amazon, the buyer gives an overall satisfaction rating for the order. 

A product with many positive reviews will rank better. He will then get more sales, which will also help to improve his visibility. The same goes for the seller. Several companies are likely to sell the same product or have a similar offer. Users then choose based on price, delivery conditions and the rating given by buyers.

Note that sellers can also pay for their products to stand out in the first results: they appear with the mention “sponsored product” . We then speak of paid referencing (SEA) . This technique is very effective in boosting sales, but it works better if your products and seller page have positive reviews. You must therefore take care of your e-reputation

How to get more reviews on marketplaces?

To get more reviews , you need to improve your SEO. Your products will be more easily found and therefore purchased. You will naturally get more reviews. To optimize your presence on marketplaces, take care of the presentation of your products: inspiring images, demonstration video, effective titles, interesting and informative descriptions, presence of relevant keywords … Your product pages on a marketplace must be treated with the same care as that given to your website and all your sales channels.

Amazon offers you different options to work on your brand image and your visibility on the platform. For example, you can use Amazon Ads (sponsored products) or create an Amazon Store space (a personalized store available directly on the site). The platform has also set up the Amazon Vine (Testers Club): this program consists of sending your products free of charge to reliable clients of the platform. In return, they will have to give their opinion on the article received.

Your evaluation is a direct reflection of the quality of your services. To ensure you get positive ratings, you need to deliver the best shopping experience :

  • Take care of your services: fast shipping, express delivery, careful parcel, customer service available … All these elements improve the customer experience and encourage buyers to give you a positive evaluation.
  • Be precise and transparent in describing the product and your services. If the product received does not correspond to the one presented, or your services do not live up to your promises, you will get negative ratings (and complaints).
  • Be responsive: When a customer has a problem with their order or product, give them a satisfactory response. If a solution is found quickly, he will usually take it into account in his scoring.

When the order is recorded as delivered, marketplaces usually send a follow-up email to buyers. They are then encouraged to note the products received and the sellers concerned. You also have the option of directly asking customers to rate you. Each marketplace has its own rules. For example, Amazon does not allow sellers to solicit buyers by contacting them privately. However, for each order you have a button “Ask for an opinion” . When you click on it, an email is sent automatically. The customer is invited to give an overall satisfaction rating and to answer the question:

 

Get support from a web marketing expert to improve your SEO on marketplaces and your e-reputation

real estate portals

How to be successful on real estate portals in 6 points

Real estate portals provide multiple opportunities to gain visibility and multiply leads . It is still necessary to make good use of the possibilities offered. Do you want to be a hit with real estate portals? Here are 6 key points to put in place in your strategy!

1. Know your upstream strategy

Before even getting started on real estate portals, take the time to think about your strategy and the situation in your market:

  • What are the current trends on search engines (volume of requests in your segment and positioning of the competition in the results)? 
  • What is your SEO strategy today? What will your digital goals be tomorrow?
  • Are you happy with the performance of your website (if you have one)? If not, what are you missing?
  • Do you have a visual identity ( branding ) clearly defined and identifiable by your customers?

 

2. Boost the attractiveness of ads

Internet users can choose from many portals and promoters. Your ads must be attractive enough to stand out from the competition. Use as much as possible the different tools and formats made available by the portals, in particular:

  • The description. Or how to define the good in a few key words, but impacting which list the main characteristics. The prospect must want to contact you to schedule a visit.
  • Photos. Uploading too many photos can confuse visitors. Choose a small number of visuals that know how to highlight the good and communicate its main assets. The potential buyer must be able to project himself.
  • The video. A short, fun and informative visual format, complementary to the photo to find out more about the ad while boosting your lots.

 

3. Take care of your leads at every step of the process

The generation of leads qualified demand some preparation and involvement. Go find the contacts in the right place. If your company is a major local player, target regional portals , where you will stand out better than generalist and national sites. If you are present in a niche market (such as mansions and beautiful homes, for example), favor portals that target this segment (in our example, www.bellesdemeures.com ). To ensure optimal responsiveness and efficient contact management, prospects from portals must be integrated into your CRM software. the remarketing allows you to retarget Internet users who have interacted with your lots via the portals without converting. These contacts thus collected can be included in your emailing campaigns to develop a link over time.

By centralizing all of your leads in the same place, you will be able to optimize customer relationship management and better retain your customers. Differentiate the typology of your contacts to better adapt your approach, between leads , calls, meeting requests and requests for documentation or information. This differentiation can also be done geographically or sociologically, that is to say by sector (region, city or district) and by customer profile (tenants, investors or buyers). 

4. Set up effective performance monitoring

single dashboard should centralize all contact requests from both your website and the various portals you use. This tool will allow you to follow your performance from the first contact until the final sale. An essential management to constantly adapt your strategy to the targeted objectives.

The interest of this follow-up is also found in the evolution of your branding . Do you have any unsold or not rented lots left at the end of your digital campaign? Is it due to a bad use of the portals strictly speaking or rather to a bad definition of your branding  ? This analysis and monitoring work will bring out the real effectiveness of your positioning and the necessary trade-offs. 

5. Integrate Google Ads and Facebook Leads into your digital strategy

Remember that if your presence on real estate portals is essential to your digital strategy , it is only part of it. To be successful on portals, you have to put in place a global strategy that will permanently establish your brand on the Web. Prospects who view your ads on portals will then be able to remember your business name more easily. In this regard, two tools are particularly suitable for your digital diversification:

       🔑 Google Ads, with possible demographic or geographic targeting, or even by content or type of device used. 

 

      🔑 Facebook Leads with fully customizable forms according to your needs and your strategy (from requesting a quote to making an appointment, including registering for an event or a newsletter).

 

6. Choose the support of a dedicated agency

What if the success of your digital strategy was not only based on the use of portals and other digital tools, but also on the expert advice of a specialist? With crossborderplus by your side , you have a support solution to define an adapted and profitable strategy on the portals. In particular, you have a data visualization solution to analyze your results on each real estate portal. Take advantage of comprehensive and detailed information on your performance to continuously improve your digital strategy.

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Our 10 tips for positioning yourself well on marketplaces

Fully exploit the potential of marketplaces by adopting best practices. To position yourself well in these highly competitive marketplaces, you need to establish a solid business plan . In this article, discover 10 tips to follow to gain visibility on marketplaces, stand out from competitors and boost sales of your products.

1. Choose the right platform to sell your products

Determine which platform best suits your needs. There are now a multitude of them:

  • Generalists: like Amazon. They are aimed at all audiences and sell a wide variety of products. The user quickly finds all the items they want to buy in one place.
  • Specialized: like Zalando (fashion), Etsy (crafts). They target a more specific audience looking for specific products.
  • B2B: like Amazon Business, Alibaba. They are dedicated to professional users who make purchases for their business.

To identify the marketplace that has the best potential, also analyze their traffic and their ranking in search engines.

2. Take care of the presentation of your page and your products

Your company page must include all the useful information to reassure buyers: name, address, business sectors … Marketplaces also give you many options to present your catalog. Add visuals, write engaging description texts, and point out any cool product features.

3. Use paid search options

The Amazon marketplace gives you access to paid features to boost sales. For example, you can:

  • Sponsor your products: they will appear in the first results when a user searches the site.
  • Join the Sponsored brands program: the principle is similar to sponsored products, but here, your products are presented in a customizable banner for even more visibility.
  • Get the Buy Box: your offer is highlighted directly on the product page, in the insert to add the product to the cart.

4. Work on natural referencing

Sell ​​more by improving your positioning in the marketplace’s search results. To do this, you must optimize several elements, including the title of the product and its description . Include relevant keywords and present the information as a bulleted list.

Other elements are taken into account in your referencing, such as customer reviews , the presence of a promotion on the product, images and videos added in the description …

5. Take care of your reputation and collect opinions

Reviews are presented in the form of an overall rating , accompanied by comments. They are essential on marketplaces:

  • Buyers read them before buying a product or choosing a seller.
  • The platforms use them to decide the positioning of your offer in the search results.

These notes may relate to the product specifically or to the seller. Offer the best possible shopping experience to ensure you get positive reviews : product true to description, careful shipping, fast delivery, responsive customer service …

6. Create an Amazon Store

The Amazon marketplace allows you to create your own store for free within the platform. This space is dedicated to your brand and your products. It is an effective way to distinguish you from your competitors and to promote your offer : organize your catalog according to your needs, add your logo, your visuals and current promotions. You gain visibility and improve the shopping experience for users.

7. Attract more customers and retain them

To set yourself apart from the competition and encourage users to order your products, you must offer them an irreproachable quality of service and meet their needs:

  • Make sure you always have sufficient stocks , and more, during peak sales (end of year holidays, Black Friday, sales …).
  • Regularly renew your catalog to make them want to order again.
  • Offer them attractive services , like fast and free delivery.

This will allow you to generate more sales if your product is also available from other sellers.

8. Stay competitive

Observe the practices of your direct competitors to adapt your offer and your services as needed. If they sell the same items as yours for a lower price, that doesn’t mean you have to lower your prices. Check, however, that your proposal is interesting enough to convince customers to order from you instead (faster or cheaper delivery, easy returns …).

 

9. Organize promotions

Marketplaces offer you many options to increase your sales : promotions, flash sales, coupon code, product offered with each order … Use these options to animate your store, communicate about your business and encourage users to buy your items.

10. Track your performance

Regularly analyze your results on marketplaces. This will allow you to:

  • Measure the performance of your campaigns and promotions on the platforms: did they generate additional sales? In what proportions?
  • Identify the best and worst selling products.
  • Track the evolution of your sales and traffic to your Amazon Store page or store.
  • Monitor the ratings: those of your products, but also that assigned to your company. If you see negative reviews, look for solutions to correct the issues raised by customers.

 

By following all these tips, you improve your positioning on the market places and you increase your sales. The support of a marketplace specialist is recommended to develop an effective web marketing strategy and put it in place. To find out all about marketplaces, read our white paper “How to optimize your presence on marketplaces and increase sales.

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6 tips for launching social media campaigns

Distributing sponsored content on social networks is now an essential practice in a Social Media strategy . These advertisements meet all the marketing objectives: visibility, notoriety, leads, conversion… Success is not automatic, however. Fully exploiting the possibilities offered by these advertisements requires developing a truly appropriate strategy. In this article, discover 6 essential tips to apply to create a successful campaign.

Deploy relevant tools

Each social network provides users with tools to control the distribution of their content and monitor their performance. Their usefulness is however limited:

  • You do not have an overview of the results of your campaigns on the various networks operated.
  • You cannot publish content simultaneously on all your platforms.

 

This results in a waste of time and efficiency. This is why it is recommended to use tools like HootSuite, SocialBakers, SocialMention or Addictomatic. These solutions centralize all your accounts. They thus provide you with a global view of the performance of your various sponsored content on all platforms. They also allow you to distribute several contents at the same time on your various networks.

 

Choose the right social networks

To engage your audience with your sponsored content, you need to deliver it to the relevant networks:

  • Facebook: well- known and very popular, this platform meets all the objectives of BtoB or BtoC campaigns;
  • YouTube: Ideal for video ads and influencer marketing, it allows you to easily reach large audiences;
  • Instagram and Pinterest: popular with those under 35 looking for inspiration, these social networks are perfect for campaigns based on impactful visuals;
  • Snapchat and TikTok: favorite networks of adolescents and young adults, these platforms are dedicated to entertainment. They are perfect for creative and entertaining video ads;
  • LinkedIn: its audience is above all professional, so you can use it to distribute your BtoB ads to a target of decision-makers and CSP + and CSP ++ profiles;
  • Twitter: used more by 25-49 year olds and professionals, this network is particularly suitable for BtoB campaigns.

 

 

Define the purpose of your ads

Clearly specify the challenges of your campaign, in order to effectively reach your target with appropriate content. For example :

  • Notoriety: enhance your brand image by disseminating posts focused on your values, your expertise and your identity.
  • Engagement: create a link with your audience to unite a community and build loyalty.
  • Conversion: encourage your audience to take action (register on your site, buy a product, request a quote, download an application, etc.).
  • Drive-to-store  : Deliver localized content to encourage users to visit your points of sale.

 

Select the right ad formats and locations

Getting the right ad to the right place is essential to reaching and engaging your audience. Each social network has its own formats and locations dedicated to Social Ads . Some are available on multiple platforms at once (for example, video ad formats on Facebook, YouTube, and Instagram). There are a multitude of them: stories, news feed, right column, shopping formats, carousel, events, texts …

Target your audiences

Targeting is the key to the success of your Social Ads campaigns. Here are the three types of hearings to remember:

  • Main: based on socio-demographic data of profiles and activities on the platform.
  • Personalized: to reach profiles based on data collected on your website, mobile application, social networks or CRM.
  • Similar: to target users with a profile similar to that of your main audience.

Determine the KPIs to follow

When you run a Social Ads campaign, you set goals to meet. This could be increasing the number of conversions or leads, for example. To then know if your goal is achieved, you need to track the results achieved with your ads. This is why KPIs (Key Performance Indicator) are essential.

 

As soon as you develop your strategy, you must decide which KPIs to follow according to your objectives. For example :

  • Coverage: The number of people who viewed your sponsored post.
  • Clicks: to find out how many users have clicked on your content or call-to-action.
  • Number of interactions obtained on your ads: this can be shares, comments or “likes”.
  • Evolution of the number of followers: this tells you how many fans you have gained or lost during your campaign.

 

Other KPIs will help you to analyze more globally the real performance of your strategy. For example, your goal is to increase sales on your website. In this case, the number of visitors, conversions and additions to the cart should be closely observed during your campaign. These are excellent indicators for measuring the results of your actions on social networks.

Tracking and analyzing these KPIs will also give you useful lessons to optimize your Social Ads continuously.

 

Adopting good practices is essential for developing an effective strategy. Setting up an advertising campaign on social networks requires a variety of skills and knowledge. For example: creation of suitable content, targeting of the audience, choice of formats and platforms, monitoring, then performance analysis… This is why the support of a Social Ads expert is recommended. This social network specialist will be able to advise you on the most relevant strategy according to your objectives and your sector of activity.