The trend of globalization in business means that acquiring customers overseas is no longer satisfied with a single channel; comprehensive channel marketing has become the key strategy for brands to succeed abroad. PASA will delve into overseas customer acquisition methods and how these methods function across different promotional channels.
What are the methods of customer acquisition?
Whether on Facebook or TikTok, brands need to flexibly use a variety of customer acquisition methods. For example, on Facebook, advertisements can directly bring exposure and traffic, while collaborations with bloggers can further stimulate consumer interest. These methods vary in cost and effectiveness, together forming the overall market strategy of the brand.
PASA categorizes overseas customer acquisition methods into three main types: media advertising, PR content, and social media private domains.
What is media advertising?
Features: The most direct way of acquiring customers, which can quickly bring results, centered on "pay-for-results". This includes direct quantifiable outcomes like exposure and clicks.
Forms: Includes Google search ads and Facebook image and video ads, etc.
Effects: Immediate results, but traffic depends on continuous investment. Once the investment stops, the traffic also ceases.
Billing method: Performance advertising mainly uses CPM (cost per thousand impressions) and CPC (cost per click) billing methods, allowing brands to pay for more precise results.
What is PR content advertising?
Features: Promotes brands through content creation and collaborations with influencers and media.
Forms: Collaborations with influencers and authoritative media can precisely reach specific user groups, providing more persuasive recommendations than ordinary advertisements.
Effects: Long-term exposure, deeply influencing specific user groups, with a long content lifecycle. Reusing these content materials can save costs.
Billing method: Usually paid per collaboration or by the amount of content, bringing sustained attention to the brand.
What is a social media private domain?
Features: Brands operate users through their own social media accounts, independent sites, groups, or EDM emails, etc. Facebook, Google and YouTube, Instagram, and TikTok are the most common forms in overseas markets.
1. As the world's largest social platform, Facebook offers a variety of advertising products and precise user targeting features.
2. Google, as the preferred search engine, helps brands increase exposure and conversion through SEM and SEO.
3. Social media platforms like YouTube, Instagram, and TikTok, with their rich content forms and large user bases, provide brands with opportunities to interact with consumers.
Cost: Does not involve third-party cooperation, so there are no additional costs, but requires long-term investment and patience.
Effects: Slow to take effect, but helps in building brand loyalty and user relationships.
Additionally, affiliate marketing, as a mature method of customer acquisition, has over 30 years of history in overseas markets. Brands can cooperate with bloggers, media, and discount websites, paying commissions based on sales results, which can bring additional traffic and sales to the brand.
Due to the diversity and complexity of overseas customer acquisition channels, it is recommended that brands work with professional marketers or third-party agencies to develop and adjust marketing plans to improve overall investment returns.
