Views: 0 Author: Site Editor Publish Time: 2021-04-21 Origin: Site
The export structure of the wire mesh machinery industry is stable but changing, the export market continues to diversify, and the international status continues to improve. So far, it has been sold to more than 200 countries and regions such as North America, the Middle East, and Southeast Asia..
1. Market insights into the electromechanical equipment industry
1. The overall export situation of mechanical and electrical equipment is growing steadily, and increasing the core competitiveness of products is the only way to go.
With the development of China's economy, the market size of the electromechanical industry will continue to grow, especially the electromechanical products of some new industries and high-tech industries will become the main growth driving force of my country's electromechanical industry in the next few years. The market size of the industry is expected to be in 2025 will reach 5.85 trillion yuan.
At the same time, the international competitiveness of my country's electromechanical equipment will also become increasingly stronger, and the future export situation is still relatively optimistic.For Chinese export companies, only improving the core competitiveness of their products is the best solution.
2,找Accurate target markets (exporting countries), increase competitiveness, and seize opportunities
my country's exports of mechanical and electrical products to traditional markets such as the United States, the European Union, Japan and South Korea still account for a large proportion. Exports to the European Union, Japan and South Korea have grown steadily, while exports to emerging markets such as India, Vietnam and Mexico and along the 'Belt and Road' The country's export growth rate is higher than the overall level.Affected by the epidemic and current policies, it is recommended that mechanical and electrical equipment export companies can increase investment in countries along the Belt and Road.
At the same time, through Google Trends, we can learn that the search volume for electromechanical equipment in the United Arab Emirates, Qatar and other countries is gradually increasing. These emerging markets are markets developed by electromechanical equipment companies, and they belong to countries and regions along the Belt and Road. They have economic and policy With support, the early stage of future development will also be promising.
At present, although the export status of the mechanical and electrical industry is rising steadily, in the face of increasingly fierce competition in the international market, how can one's own products achieve high exposure?How to achieve a higher conversion rate while controlling costs?How to quickly occupy new markets in the industry and seize the opportunity?Generally speaking, the current overall pain points of customers in the electromechanical industry are mainly:
1. The existing market is close to saturation, and the industry is at a loss to expand into new markets;
2. During overseas promotion, product exposure is insufficient, and high investment results in low conversion, which is a real headache;
3. How to increase product online exposure and increase conversion rate while controlling conversion costs.
In response to current customer pain points, we have formulated a combination of search marketing + brand marketing.
3. Search marketing + brand marketing combination to expand new business, increase product exposure, control costs, and improve conversion rate
1. Search marketing--Google product portfolio to increase product online exposure, control costs, and improve conversions
In the search marketing promotion stage, we have determined three stages based on the effect cycle, and the focus and goals of each stage are constantly improving.The purpose is to increase online exposure, actively explore new markets, control costs, and increase conversions.
1) Exploration period - detect user information, cover target groups, and determine daily budget RMB200
Run Google keyword search ads, accounting for 100%.In terms of display advertising, choose to place Gmail ads, and select the proportion according to your own account.At the same time, create a free YouTube corporate page and ensure that the mobile website is adapted to optimize UX and speed based on website data.In order to better detect user information, GA intelligent target-assisted optimization can be applied.
2)Growth period - focusing on search advertising, adding GA analysis to increase the number of converted users.
3) Focus on search advertising, with the proportion of Google keyword search ads reaching 70%+.Based on the remarketing audience list collected during the exploration period, Gmail ads can be placed at 10%, display remarketing or similar audiences at 10%, adaptive display ads can also be placed, and keywords/placements/ Interests/topics can be freely combined, such as interest keywords and theme keywords. You can also place keyword ads that contain both topics and interests.At the same time, GA analysis should also be used to deeply analyze the browsing path data of users on the site to increase the number of converted users.
3) Stable period - build brand influence, perform remarketing, reduce conversion costs, increase conversion rate, and consume RMB per day250
Maintain the proportion of search advertising at 60% and maintain products and brands that have already formed some influence.For Gmail ads, display marketing ads or similar audiences, and responsive display ads, keywords/placements/interests/topics can be freely combined into ad delivery formats, and the proportion of each can be maintained at around 10%.Video search ads, video remarketing ads, and video interstitial ads account for 5%, aiming to better build brand influence in the foreign trade market.For the data analysis of GA analysis, it is necessary to be more segmented and gradually formulate and implement remarketing strategies based on the visitor population data.
At this point, Google's product portfolio has been initially launched. The main purpose is to control costs, increase exposure, and build brand image.
2, Video marketing--Establish a brand area to obtain more high-quality inquiries and achieve remarketing
1) Open a free channel and create a brand area
YouTube creates its own branded video channel, and the channel name must use our brand or factory name.Set up a clear navigation bar. In the navigation bar, you can set up corporate promotion columns, product columns, etc., and upload corresponding videos in the columns to form a series.
2) Choose the appropriate YouTube advertising type, link them together, and proactively promote to obtain inquiries.
Use TrueView Discovery to discover ads, and strive to display ads at the forefront of searches, increase exposure, and attract users to click; invest in TrueView for Action mobile ads to call on users to take action and promote conversions.For example, set up blue buttons and use call-to-action words such as 'Learn More', 'Buy Now', 'Pre-Order', etc. to guide consumers to click and guide consumers to take action; use TrueView From Ads form ads , when users browse video ads, they can leave personal information or inquiries directly in the form without jumping, thus greatly increasing conversions.
Generally speaking, by establishing a YouTube channel, producing videos, and then choosing the appropriate YouTube advertising type, all of which are linked together, you can ultimately build an overseas brand on the platform and win the trust of overseas users.
3) Create a YouTube ad campaign to implement remarketing
Use YouTube call-to-action ads for remarketing. If the budget allows, run YouTube call-to-action ads. Only deliver ads to the audience list on the remarketing list, such as audiences who have interacted with the company's YouTube videos/channels, and at the end Add CTA buttons and additional information on one screen; you can use a lower tCPA bid than usual to control conversion costs; add an additional potential customer form to attract potential buyers to leave their contact information under the video ad (you need to apply for a whitelist).
③ Use YouTube discovery ads skillfully. If the promotion budget allocated to YouTube is small, you can put the materials in discovery ads. Through keyword positioning, the video ads can reach a high level of corporate products and understand high-intent potential customers.In addition, under normal circumstances, for the same industry terms, the CPC of discovery ads is lower than that of search ads.Therefore, it is a cost-effective video advertising product for B2B companies.
Tips:If it is necessary to lower the budget of an advertising campaign, and on the premise of ensuring that the decrease in each adjustment is less than 20%, correspondingly reduce the target markets in the same advertising campaign and exclude non-key countries; similarly, if it is necessary to suspend a certain part of the advertising campaign, You can first consider suspending delivery to non-key countries.
4) Control YouTube video advertising budget
In the early stage, set your advertising budget for today.In other words, from now on, the costs incurred by users clicking/watching advertising videos will be deducted from today's budget in real time.When the budget is consumed, the ads will not be displayed, and advertising costs will not continue to be incurred.
After the account is stable, you can set the advertising budget for the promotion unit.Set an advertising budget for each promotion unit. The consumption generated by all creatives under the promotion unit will be deducted from the advertising budget in real time. When the advertising budget we set reaches the limit, the advertising plan will be paused/offline. If it needs to continue You need to adjust the budget for delivery, or wait until the next day to restart delivery.
4. Summary
In general, through search marketing, the average daily consumption is basically around RMB250, the number of visits is increased by 15%, and the conversion cost is reduced by 30%; through YouTube video marketing, remarketing is achieved and brand influence is built.
