跨境营销概述（三十一）：社会化媒体营销Ⅷ

摘要：Due to the emphasis placed by enterprises on remarketing, remarketing strategies have been fully explored, with search ads, EDMs,

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“跨境营销概述（三十一）：社会化媒体营销Ⅷ”

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"Overview of Cross-Border Marketing(31):"Social media Marketing Ⅷ"

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社会化媒体再营销策略

Social Media Remarketing Strategy

因为企业对再营销的重视，再营销策略已被充分发掘，搜索广告、EDM等均被用于再营销场景。

Due to the emphasis placed by enterprises on remarketing, remarketing strategies have been fully explored, with search ads, EDMs, and others being used in remarketing scenarios.

1.社会化媒体再营销的两大类策略

Two main types of strategies for social media remarketing.

社会化媒体再营销主要可以分为社媒运营和社媒再营销广告两大类。

Social media remarketing can be mainly divided into two categories: social media operation and social media remarketing advertising.

社媒运营是指无需向社媒平台付费的各种运营/营销策略，根据流量池思维，社媒运营的目标是构建私有流量池，开辟持续再营销的可控战场。

Social media operation refers to various operations/marketing strategies that do not require payment to social media platforms. Based on the flow pool mindset, the goal of social media operation is to build a private traffic pool and create a controllable battlefield for continuous remarketing.

社媒再营销广告是指利用社媒广告提供的付费广告实施再营销的策略。再营销广告一般不是社媒平台提供的一种广告大，而是某些有效广告大类中的一部分。

Social media remarketing ads refer to strategies that use paid advertising offered by social media platforms to implement remarketing. Remarketing ads are generally not a standalone type of advertising provided by social media platforms, but rather a part of certain effective categories of advertisements.

2.社会化媒体运营策略Social Media Operation Strategy

几乎所有社媒运营策略均可以认为是再营销策略。按顺序大致如下。

Almost all social media operation strategies can be regarded as remarketing strategies. The order is roughly as follows.

（1）在官方账户下或社群中按合理节奏发布公司或产品动态。这个环节分发的是常规营销素材，或者与社群主题相关的知识、经验与新闻动态。关键是要掌握好节奏，让粉丝感觉刚刚好，不多也不少，不快也不慢。目标是充分认知品牌。解决信任人体，最佳效果是粉丝养成阅读习惯，并积极参与互动。

Release company or product updates at a reasonable pace on official accounts or in communities. This phase involves distributing regular marketing materials or knowledge, experiences, and news related to the community theme. The key is to master the rhythm, so fans feel that it’s just right—not too much and not too little, not too fast and not too slow. The goal is to enhance brand awareness. By addressing trust issues, the best outcome is for fans to develop a reading habit and actively engage in interactions.

（2）积极做好与粉丝的日常互动交流。规划好日常互动的方法，如在即时通信工具的社群中发送每日早问候。主要关注及时互动率，如粉丝的问题及时回复、粉丝发布的内容及时点赞等。该环节的目标是活跃社群。

Actively engage in daily interactions and communication with fans. Plan methods for daily interaction, such as sending daily greetings in the community of instant messaging tools. Focus primarily on timely interaction rates, such as promptly responding to fans' questions and liking content posted by fans. The goal of this segment is to energize the community.

（3）抓住营销时机，使用站内信、聊天窗口或订阅分发DM广告。如店庆、黑五等节庆日是非常好的营销时机，在这些重要时机，商家一般会定制DM广告，及时分发即可。这个环节已经有比较明确的营销目标，要注意收集和分析数据，努力实现营销目标。

Seize marketing opportunities by using internal messages, chat windows, or subscription distribution of DM ads. Festivals like store anniversaries and Black Friday are excellent marketing opportunities. During these important times, businesses usually customize DM ads and distribute them promptly. This stage already has relatively clear marketing goals, so it is important to collect and analyze data to strive to achieve these marketing objectives.

（4）组织粉丝活动。使用活动营销的策略，提前策划活动，并制订活动计划。要关注营销色彩不浓的活动，真正为粉丝创造价值，这是将客户转化为忠诚客户（或朋友）的过程。

Organize fan activities. Use event marketing strategies to plan the event in advance and develop an event plan. Focus on activities that are not heavily marketing-oriented and truly create value for fans; this process transforms customers into loyal clients (or friends).

（5）进一步细分用户，组建会员社群，差别化实施会员运营策略。再营销过程就是对用户不断细分的过程。该环节的目标是推出事先规划好的会员体系，以便实施更精准的会员运营策略。要特别关注头部客户。

Further segment users, build membership communities, and implement differentiated membership operation strategies. The remarketing process is a continuous segmentation of users. The goal of this phase is to launch a pre-planned membership system in order to implement more precise membership operation strategies. Special attention should be given to top clients.

（6）使用合适的社媒工具。上述5个环节不一定在同一个社媒平台完成，这就涉及社媒平台的选择及流量的转移和整合。必要时，还要考虑一些辅助工具。再次强调，对已下订单的大客户，要利用社媒提供优质的跟单和售后服务。

Use appropriate social media tools. The five stages mentioned above do not necessarily have to be completed on the same social media platform, which involves the selection of social media platforms and the transfer and integration of traffic. If necessary, consider some auxiliary tools. It is important to emphasize that for large clients with placed orders, you should use social media to provide high-quality follow-up and after-sales service.

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