Views: 0 Author: Site Editor Publish Time: 2021-03-31 Origin: Site
one,Background description
Since the outbreak of the epidemic at home and abroad in 2020, working from home has become a new trend. The original offline work and customer acquisition channels have been blocked. Many customers have begun to turn their attention to online, in order to maintain contact with the original overseas market through digital marketing. and develop new business.
Hangxiao Steel Structure (Hebei) Construction Co., Ltd. is a holding subsidiary of Hangxiao Steel Structure Co., Ltd.The company integrates steel structure design, production and installation, and is one of the most powerful steel structure production and processing bases and exporters in northern China.Currently, the project products are distributed in many countries or regions around the world, including Iceland, Brazil, Singapore, Malaysia, Qatar, Saudi Arabia, Zambia, Tanzania, Japan, and Mongolia.
In addition to the original construction projects, Hangxiao has developed the 'Myworkshop' online inquiry system for the steel structure industry.Taking advantage of the trend of the epidemic, we will promote this system abroad and gain more customers in overseas markets.
1. facing problems
A Weak social awareness, the LinkedIn platform lacks the traffic channel of the Myworkshop system;
B The Myworkshop system has no brand accumulation and lacks social interaction data;
In response to the above pain points, Sunac MediaLinkedInSocial platforms serve as traffic positions,Public domain traffic and private domain trafficThe 'two-pronged approach' approach deeply explores potential product-efficiency assets and formulates customized operating strategies.
2. marketing objectives
Use in-depth content as a carrier to create brand effects through public domain traffic + private domain traffic.Improve advertising effectiveness, increase ROI, and promote the conversion of potential target customers.
two,Execution method
1. Public domain traffic
1.1 Strategy execution
Public domain traffic refers to foreign trade companies directly entering the platform to achieve traffic conversion. The core of operation is to follow the trend according to the development rules of the platform.
A Based on the publicity appeal of Myworkshop and using LinkedIn as the position, the advertising adopts Information flow+Inmail The interactive form introduces public domain traffic into social stations and corporate independent stations in multiple directions to realize the accumulation and conversion of traffic.
B Use Google Trends, in-depth customer communication and other methods to effectively analyze the performance between different social circles.Pinpoint demographic profiles of target potential customers, formulate scientific advertising strategies.
C takefunnel marketing strategy, divided into three stages: awareness-cultivation-conversion, and real-time adjustment of advertising in accordance with different stages to improve advertising effectiveness and achieve the ultimate integration of product and effect.
1.2 Creative display
Advertise through the funnel model of awareness-nurturing-conversion.
The main feature of the LinkedIn platform is that most of its users are corporate decision-makers, and its targets can be reached more accurately.
A In the early stage, interactive advertising The form is the main one, accumulating enterprise resident traffic resources.
B After the traffic accumulates, change the delivery strategy to Actual purchase form information Lord.Carry out creative planning based on multiple dimensions such as different positions, industries, applications, etc., continuously increase platform exposure, and achieve final conversion.
crowd portrait
Advertising creativity
2. Private domain traffic
2.1 Strategy execution
LinkedIn's public homepage and groups are typical private domain traffic pools.
Because ① the customer decision-making cycle is long.②To B business has high customer acquisition cost.③Customer life cycle management.We need to convey valuable and relevant content to potential customers through a series of interactions, increasing their trust in the enterprise at every touch point.
A Dynamic updates of corporate social networking sites are coordinated with advertising placement, and content operations are used to continuously stimulate potential customers and build stickiness.
B Continuously use in-depth content operation methods (images + videos + long articles, etc.) to establish connections with more social customers and generate interactions.
LinkedIn platform
LinkedIn corporate residence and 4 product areas were established to open up promotional channels for Hangxiao Steel Structure on the LinkedIn social platform.
A The company's resident image design and color selection should be coordinated with the official website design ideas to ensure that the external image is displayed correctly.Consistency and professionalism.
B In-depth content operation, fixed publishing frequency.Expose from multiple dimensions such as industry topics, brand exposure, product services and company dynamics to expand brand awareness.
3. Effect data
1. Public domain traffic
A Ad impressions 284637 times, get 272 Likes, total engagement is 17405 Second-rate.
B Potential forms collected in total 226 Article, existing corporate resident fans 230 people.
1.2.1 Actual purchase form information display
Information Flow
Inmail
1.2.2 Display of advertising exposure data
Information Flow
Inmail
1.2.3 Actual purchase form information
2. Private domain traffic
LinkedInExisting fans at the company’s location230People, mainly in the construction, civil engineering, and building materials industries, meet the precise positioning requirements of Hangxiao steel structure industry and products.pass Page fans Converted to personal friend, can reach potential target customers more effectively, establish direct contact with customers, and conduct subsequent communication and transformation.
