品牌出海社交媒体营销策略

品牌出海社交媒体营销策略Social

Media

MarketingStrategiesfor

BrandsGoingOverseasDTC品牌兴起The

Riseof

DTC

Brands图片来源：

www.jumeili.com海外的DTC品牌典型代表Typical

Representative

of

Overseas

DTC

Brands简析DTC模式BriefAnalysisof

DTC

Mode•产品要少，

要精，

要聚焦Productsshould

befew,

refinedandfocused•重视品牌内容，

以内容驱动营销Payattentionto

brandcontent

and

drive

marketingwithcontent•将消费者看作真实用户，

重视用户沟通

Treatconsumersas

real

usersand

attach

importanceto

usercommunication•关注用户体验，提供优于竞品的购物体验Focuson

userexperienceand

provide

ashoppingexperiencethat

issuperiorto

competing

products传统零售Traditional

RetailManufacturerPerfectly

removedthe

middlemen

Closetothe

marketand

consumersEnhancecontroloverthe

entiresales

processDTCManufacturerDistributorWholesalerRetailerConsumerHighstart-upanddistribution

costs

Limited

brandcontrolLowsalestransparencySource:

Emarketer,

Direct-to-Consumer

Brands2020:Growing

Pains

Hit

Disruptor

Brandsontheir

Pathto

Maturity,

March26,

2020年轻消费者的崛起是DTC品牌的主要推动力The

riseofyoungconsumers

isa

key

driver

for

DTC

brands关心气候/环境更注重生活体验感

Care

about

the

climate/environmentpay

moreattentionto

lifeexperience年轻消费者的崛起the

riseofyoungconsumers（千禧一代和Z世代）(Millennialsand

GenZ)更强调凸显自我意识moreemphasisonself-awareness互联网原住民

Internet

Natives重视性价比ValueCost-effective多元文化Multiculturalism推荐流量自有网站网站优化低差漫长低低小平台卖家不适用recommendeself-ownedwebsitelowbadlonglowlowersmallNotapplicabledtrafficsiteoptimization

for

platformsellers邮件营销邮箱列表自建／付费购买高高及时高较低受限于邮件量emailmailbox

listself-highhightimelyhighlowlimited

by

mailmarketingbuild/purchasevolume网盟广告付费付费购买低高及时中较低大文字+展示广Networkpaypurchaselowhightimelymediumlowbig告Affiliate

Text

+

DisplayAdvertisingAds搜索引擎可关键词清楚描付费购买高高及时高高大文字广告为主searchengine述产品／服务purchasehighhightimelyhighhighbigtext

adsKeywordsclearlydescribeproduct/service社交媒体

social

media所有产品服务，相对清晰用户画像

clearuser

persona付费购买purchase免费内容运营freecontent

operation高high高high及时timely高high中medium大big图片，多媒体，视频广告Image,multimedia,videoads跨境电商主要流量渠道对比分析Comparativeanalysisofmaintrafficchannels

ofcross-border

e-commerce自然流量网站／产品知老用户自然积累高好漫长低0

小natualtraffic名度积累website/prod

uct

popularityaccumulationnaturalaccumulationofold

usershighgoodlonglowsmall流量渠道适用条件引流方法精准性便利性时效性可控性流量成本流量大小其他TrafficApplicableWaytoAccuracyConvenienceTimelinessControllabilityTraffic

CostTrafficOtherChannelsconditionsAttractTrafficCapacity营销进入注意力经济时代MarketingEnterstheEraofAttentionEconomy“注意力在哪儿，钱就在哪儿！”

Where

attention

flows,Money

follows!——凯文凯利

Kevin

Kelly

点燃创意VideosTextPhotosVR/AR互联网流量转移Internet

TrafficDiversionIphone上市开启智能手机时代Iphonewas

listedopenedtheera

ofsmartphone上线launchedFacebook成立FacebookwasfoundedYoutubeYoutubewas2009

2010

2012

2013

2017

2021社会化媒体时代Socialized

Media

Era内容创作者：专业机构/个人+普通大众Contentcreators:

professional

institutions/individuals

+general

public红人营销红利期Traffic

BonusTermof

Influencer

Marketing1998

2000

2004专业媒体时代Professional

Media

Era内容创作者：专业机构Contentcreator:

professionalinstitutions海外互联网发展与流量红利转移趋势Overseas

Internet

DevelopmentandTraffic

BonusTransferTrend图文社交流量红利期Traffic

BonusTerm

ofGraphicSocial短视频社交流量红利期Traffic

BonusTermofshortvideosocialGoogle

SEO流量红利期Traffic

BonusTermof

GoogleSEOGoogleAds流量红利期Traffic

BonusTermof

GoogleAdsDTC品牌兴起The

Rise

ofDTC

BrandsGoogleGoogle成立Googlewasfounded1,000,000,000

MAUGoogle

Ads发布

GoogleAds

releasedCI

YOUTubeInstagram发布

Inswas

launched20052007互联网流量的新变化What's

New

in

InternetTraffic专业机构Professional

Institutions媒体内容mediacontent订阅关注Subscribe&

Follow传播渠道channelof

dissemination图文内容Graphic

Content媒体格式mediaformat算法推荐AlgorithmRecommendation长短视频Longand

ShortVideos意见领袖

Opinion

Leaders把握海外流量红利Grasp

the

Overseas

Traffic

Bonus红人营销红利中期

mediumterm

ofinfluencer

marketing

bonus短视频社交流量红利初期

theinitial

term

of

short

videosocialtraffic

bonus图文社交流量红利末期theend

of

graphicsocialtraffic

bonusterm海外主流营销渠道介绍:图文流量媒体introductionofoverseas

mainstream

marketingchannels:graphic

mediawithtrafficGoogle搜索Youtube展示网络Display

Network全球最大的搜索引擎the

world'slargestsearchengine欧美主流市场90%+市场占有率90%+

marketshare

inmainstream

European

and

Americanmarkets每月超过1000亿+搜索请求over

100billion+search

requests

per

month全球最大的视频网站theworld'slargestvideosite每月超过15亿活跃用户over

1.5billionmonthly

active

users

每天超过10亿小时视频观看over

1billion

hoursofvideoviews

per

day每天平台产生10亿条评论theplatformgenerates

1

billioncommentseveryday全球最大的展示广告网络

theworld's

largestdisplayadvertising

network覆盖PC及移动平台covers

PC

andmobile

platformsGmail，地图，

Android

，Chrome等均超过10亿用户

Gmail,

Maps,Android,Chromeand

more

all

over

1

billion

users20亿+活跃用户2

billion+active

users

全球最大的社交网络theworld's

largestsocial

networkFacebook应用家族App

Family10亿+活跃用户1

billion+active

users及时通讯工具instantmessenger10亿+活跃用户1

billion+active

users照片分享应用photosharingapp10亿+活跃用户1

billion+active

users及时通讯工具instantmessenger真实的身份注册Real

IDRegistration真实的兴趣爱好RealHobbies真实的行为轨迹truebehavioraltrajectoryFacebook大数据助力数字营销Facebook大数据用户识别与精准定向Facebook

bigdata

user

identificationand

precisetargeting核心人群Core

GroupsSophisticatedtargetingwithunsurpassedaccuracy近似人群SimilarGroupsFind

more

people

likeyour

bestcustomers自定义人群

CustomizedGroupsReachthe

peopleyoualready

know大数据精准目标用户定位，广告创意，千人千面Bigdataaccuratetarget

user

positioning,advertisingcreativity,借力Facebook精准＋触及的优势，对全球用户个人化营销不再是梦想

leveragingtheadvantages

of

Facebook's

precision

+

reach,

personalized

marketingtoglobal

users

is

no

longera针对欧洲45+人士targetatEuropean45+people针对13-17岁受众targetat

13-17yearolds婚纱礼服相关行业weddingdressrelatedindustriesSource:

Placeholdertext料理器材／原料相关产品cookingequipment/rawmaterialsrelatedproducts自定义人群CustomizedGroups近似人群SimilarGroups核心人群Core

Groups新生儿父母newbornparentsdream.轮播

Slides创意形

式丰富Rich

inCreative

Form照片

Picture视频VideoFacebook广告创意：图片

多媒体

视频FacebookCreativeAds:

Pictures

Multimedia

VideosEnsurethetimeliness

of

brandandcontent

informationdelivery;seizecurrent

hottopics,

festivals,eventsandotherfactors

to

deliver

brand

relevance确保品牌

、

内容信息传递的时效性；

抓住当前热门话题

、

节日、事件等因素

，

传递品牌相关性确保消费者

、

粉丝所接受到的信息与产品特点

、

品牌文化与故事的一致性Ensuretheconsistency

of

information

received

byconsumersandfanswith

productfeatures,

brandculture

and

stories传递性Transitivity精准性AccuracySNScontent

can

bedelivered

andshared,and

hasstrong

interactivity;

itstrengthensandstimulatesword-of-mouth

marketingamong

users.SNS内容是可以传递

分享的

，

且有较强的

互动性；强化刺激用

户中的口碑营销。社交媒体运营策略Social

MediaOperationStrategyThetarget

groupofSNS

operation

belongs

tothehigh-precision

positioning

group,whoare

interested

in

products

and

brandsand

havethedesire

to

buy时效性Timeliness一致性ConsistencySNS运营的目标群体

属于高精确定位人群，

对产品和品牌有兴趣、

有购买欲望。善用社交媒体品牌主页促进用户沟通Makegood

useofsocial

media

brand

homepageto

promoteusercommunication用户

沟通

服务UserCommunication

Service官方信息

发布Official

Information

Release聚集

品牌

粉丝Gather

Brand

Fans意见

领袖

互动Opinion

Leader

Interaction引爆

话题

营销DetonateTopic

MarketingFacebook

pageYoutubeChannelMessagerSuggestionsfor

Followers

PageOperation01Accumulate

Real

Followers

02

Release

CreativeActivities•Improve

page

information•Original

post

content•Guaranteethe

quality

of

post•Increase

real

followersRespondtoquestions

promptly

Encourage

usersto

participate

Actively

provide

informationHandling

negative

reviews•Combine

industry

hotspots•Combine

productfeatures•Considervirussignatures•Incorporate

brand

elementsDiscover

InfluencersAdvertorial

repostexposure

Post

Creative

ReviewCreative

in-depth

cooperation03

Leverage

Influencer

Marketing

04Active

Followers

Interaction社交营销促进转化与用户保留Social

Marketing

DrivesConversionand

User

Retention海外主流营销渠道介绍：短视频媒体Introductionofoverseas

mainstream

marketingchannels:shortvideomedia1Bif

YouTube

wasacountry,

itwould

be3rd

largestYouTube

的覆盖人口

数量相当于全球排名Source:

Global

YouTube

data,

Ju第ly201三5

的国家400hours

of

videouploadedtoYouTubeeveryminute每分钟有400小时

的视频上传65%of

YouTubewatchtimecomesfrommobile65%观看时间来自手机YouTube全球最大的视频网络YouTubetheworld's

largestvideonetwork视频营销是海外品牌非常重视的营销渠道Video

marketing

is

a

marketing

channel

that

overseas

brands

attach

greatimportance

to‘DollarShaveClub

’LunchvideoonYoutubeTikTok是全球排名第一，且增长最快的短视频应用

TikTok

istheworld's

numberoneandfastestgrowingshortvideo

appTikTok是海外营销最大的流量红利新机会TikTokbrings

newopportunitiesforoverseas

marketing's

largesttraffic

bonus商

i

品

传播

TikTok

红人

influencerscommercial

products企

i

号

内容

电商TikTok

Shop短视频账kTok

红人业T化产kTok业T不仅仅是新媒体渠道，更是内容电商生态圈Not

just

a

new

media

channel,

but

a

content

e-commerce

ecosysteminfluencerenterprise

short

video

accountTikTok直播

livestreaming把握TikTok流量红利的四种方式FourwaystograsptheTikToktraffic

bonusTikTok企业号TikTok

网红

InfluencerTikTok广告Ads

TikTokShopEnterpriseAccountTikTokshortvideo

marketingcase

-

mobile

phone

brand内容呈现形式Content

presentation

form：B.具体场景应用Specific

scene

application品牌声量如何提升？How

to

improve

brand

voice?•

基于具体场景凸显产品的某项特性•

Highlightafeatureofa

product

basedon

a

specific

scenario内容方向2：生活使用场景

Content

direction

2:

life

usage

scenarios基于日常工作、游戏等场景的植入

Integration

based

on

daily

work,

gamesandother

scenariosEg.游戏口播手机的特色和效率，

并跟其他手机进行比较日常vlog推荐，强调手机如何提升自己工作和生活效率Featuresandefficiency

ofgaming

mobile

phones,andcomparewithother

mobile

phones

Dailyvlog

recommendation,emphasizing

how

mobilephonescan

improvetheirworkand

life

efficiency“为了展示出产品能够满足摄影爱好者的摄影需求，摄影师进行猎奇的摄影拍摄动作，借此表达该‘手机也能拍大片‘的场景链路“Inordertoshowthatthe

product

can

meetthe

needs

of

photographyenthusiasts,

photographers

performedcurious

photographyand

shootingactionstoexpressthescene

linkof

"mobile

phones

can

also

shoot

blockbusters"TikTok短视频营销案例-手机品牌试穿

try

on•有故事、接地气的素材Storytellinganddown-to-earth

material•贴近生活的有人物的场景

Ascenewithcharacters

closeto

life•轻松找到品牌故事方向

Easilyfindbrand

story

directionTikTok短视频营销案例-SHEIN

TikTok

short

video

marketing

case*红人给我们带来什么创意？What

ideasdo

influencers

bringto

us?晒单Show

product

performance开箱

Unboxing红人营销流量红利Influencer

MarketingTrafficBonus电商内容化

&

社交媒体电商化

网红是枢纽E-commerce

content

&

social

media

e-commerce

Influencers

are

the

hub网红是内容创作与社交传播的核心节点.

把握网红

=把握电商的未来

influencer

is

the

core

node

of

content

creation

and

socialcommunication.Grasp

influencer=graspthefutureofe-commerce电商营销内容化E-commerce

marketing

content优质内容创作QualityContent

Creation社交媒体传播social

mediacommunication直播电商，短视频电商，网红带货Live

broadcaste-commerce,shortvideoe-commerce,

Internetcelebritiesbring

goods网红

Influencer内容创作+社媒传播

ContentCreation

+Social

MediaCommunication海外社交媒体电商化Overseas

social

media

e-commerceFacebook

Shop，Tiktok连接Walmart直播卖货

LiveStreamSelling

byconnectingwithWalmart红人/KOC内容做社交媒体背书，促进销售转化Influencer/KOC

content

is

endorsed

by

social

media

to

promote

sales

conversion

社交媒体官方账号活动运营Social

media

official

account

activity

operation提升用户粘性，促进用户复购Improve

user

stickiness

andpromote

user

repurchase扩大品牌知名度Expand

BrandAwareness提升网站访客IncreaseWebsiteVisitors大量中长尾网红测评，

提升品牌曝光A

large

number

ofKOL

Marketingevaluationstoenhancebrandexposure促进网站访问+品牌词搜索Promotewebsitevisits+

brandwordsearches大量真实可信的UGC内容做信任背书A

large

number

of

authentic

andcredibleUGCcontentfortrust

endorsement促进用户购买Promote

user

purchases直接网址访问+品牌词搜索+Google搜索广告+Facebook广告Direct

URL

Access

+

Brand

Word

Search

+Google

Search

Ads

+Facebook

Ads

获取网站流量Getwebsitetraffic以优质中长尾红人UGC内容做广告Advertisewithpremium

KOL

Marketing

UGC

content

提升广告转化效率Improve

ad

conversionefficiency中长尾网红KOLMarketing促进用户加购Encourage

users

to

purchase

more销售转化SalesConversion促进复购RepurchasePromote网红营销预估

ROIInfluencer

Marketing

Estimates+++每一美元网红营销预算，最高可

以为品牌带来18美元的投资回报

Foreverydollar

of

influencer

marketing

budget,

brandscan

bring

up

to

$18

in

ROI$18(来源：Influencemarketunghub,2018)网红营销是低成本高回报的投资Influencer

marketing

isa

low-cost,

high-return

investment50%消费者对于UGC内容的信任度比传统媒介高50%以上Consumerstrust

UGCcontent

more

than

50%higherthantraditionalmedia71%的消费者更可能购买有社交媒体推荐的商品71%ofconsumers

are

morelikelyto

buy

productswith

socialmedia

recommendations81%的美国消费者相信博客信息的推荐81%of

U.S.

consumerstrustrecommendations

from

blog

posts90%的消费者相信朋友的推荐90%of

consumers

trustrecommendationsfromfriends网红营销统计数据Influencer

MarketingStatistics5.粉丝的互动率Followersengagementrate4.账号活跃度AccountActivityHowtochoose

high-quality

influencers

reasonably1.社媒平台类型Typesofsocial

media

platforms7.粉丝的人群结构Thecrowdstructureoffollowers6.平均观看量/互动量AverageViews/Interactions3.粉丝量规模Thesizeofthe

followers如何合理选择优质的红人2.品类相关性Category

Relevance更多……50K平台Platforms说明Introduction主要国

家地区

Region用户规模

（MAU）内容形式contentform用户分布特点Userdistributioncharacteristics内容引流链接ContentDrainageLinks营销效果Marketing

effect红人内容创作能力InfluencerContentCreationAbility适合品类suitablecategory海外主要红人营销渠道对比Instagram

PostInstagram快拍snapshotInstagram视频videofacebook

PostfacebookVideoFacebook&Instagram

live图片+文案15秒短视频，24小时有效3-60秒短视频图片+文案（可放链接）（无链接）（可添加上滑链接）（无链接）（可放链接）(youcan

put

a

link)picture

+copy15secondsshortvideo,3-60secondsshortvideoPicture

+copy(no

link)validfor

24

hours(no

link)(youcan

put

a

link)主要社交媒体渠道与内容形式–

Facebook&InstagramMainsocial

mediachannelsandcontentformats–

Facebook&Instagram(Youcanadd

aslide-up

link)主要社交媒体渠道与内容形式–YoutubeMainsocial

mediachannelsandcontentformats–

Youtube测评视频evaluationvideo开箱视频unboxingvideo植入视频

implantvideo其他一些红人媒体渠道及内容表现形式Other

Influencer

MediaChannelsandContent

Expression

FormsTiktokvideo15-60秒短视频，无链接15-60secondsshortvideo,

no

linksBlog

Post图文为主，可自由放置链接Image-based,freeto

place

linksTiktok直播

livestreaming

无链接no

links新品上市new

arrivals活动引流activitydrainage品牌声量brandvoiceInfluen

p

i

i

l

yA

i

ANKER

大的

品牌声量1.82millionrelated

posts,creating

a

hugebig

brandvoicelsdvaanrrewogr

Nnofcseltesnaketing

chansan

oversemarngortantmarketimcer红人营销的主要应用场景The

mainapplicationscenariosof

influencer

marketing小米手机通过Facebook社交媒体发起购机抽奖活动，吸引消费者引流购买Xiaomiphonesvia

Facebooksocialmedialauncha

machine

purchase

lotterytoattractconsumersdrainage

purchaseCI

YOUTube红人营销是出海科技品牌ANKER新品发布的重要营销渠道出海服装品牌SHEIN在Instagram上有

182万个相关的帖子，创造了巨overseasclothing

brandSHEINon

Instagram口碑传播奠定用户基础Word-of-mouthcommunicationlaysafoundationforusers•一篇旅游博主的BLOG，让Orolay席卷纽约上东区时尚编辑们的衣橱Atravelblogger'sBLOG

makesOrolay

sweepthewardrobesoffashioneditorson

NewYork's

Upper

EastSide•紧接着时尚类百万大v@ariellecharnas在ins上

推文晒买家秀，同时被纽约时报报道，AmazonCoat的名号彻底走红•

Immediatelyafterthefashionclassmillionairev@ariellecharnastweetedontheinstoshow,andwas

reported

bythe

NewYorkTimes,the

nameofAmazonCoat•

纽约杂志旗下的购物种草

类网站Strategies报道了Orolay在纽约上东区走红的消息，无意间为Orolay带来超1万件订单•

Strategies,ashoppingrecommendationwebsiteowned

byNewYork

Magazine,reportedthe

newsthat

Orolay

becamepopularinthe

Upper

EastSide

of

NewYork,andinadvertentlybroughtmore

than

10,000orderstoOrolay案例：意见领袖推动跨境品牌迅速成长Case:Opinion

leaders

promotethe

rapidgrowthofcross-border

brandsbecamepopular.从病毒传播到主流媒体报道

Fromviralspreadto

mainstream

mediacoverage病毒传播占领用户心智Occupytheuser'smind

in

theform

ofvirustransmission•走红后的AmazonCoat获得YouTube、

Ins等社交平台上中小红人/KOC的广泛种草After

becomingpopular,AmazonCoat

has

beenwidelyrecommendedbysmalland

medium-sizedinfluencer/KOCsonsocial

platformssuch

asYouTubeand

Ins.•2年间，Orolay被路透社、ABC新闻等主流媒体争相报道，在瑞秋秀、奥普拉等电视节目上频频亮相,成为一件现象级“爆品”Inthe

pasttwoyears,Orolay

has

beenreported

by

mainstreammediasuchas

ReutersandABC

News,and

hasfrequentlyappearedonTVprogramssuchas

RachelShowandOprah,

becoming

aphenomenon-level

"explosiveproduct".案例：Webcam品牌的海外情感之旅Case:Overseas

EmotionalJourney

BrandWebcam项目背景Backgroundofthe

project:：海外疫情的爆发，改变了人们联系与交流的方式。也为Webcam品牌带来了新的应用场景。希望借助红人营销，提升品牌亲和力与影响力。The

outbreakofoverseasepidemicshaschangedtheway

peopleconnectandcommunicate.Italso

bringsnewapplicationscenariostotheWebcam

brand.Webcam

hopesto

useinfluencermarketingtoenhancebrand

affinityand

influence.透过市场洞察，我们发现人们在疫情期间强烈的更多的依赖线上的联系维持情感需求。为了突出品牌在帮助消费者更好的建立情感连接的理念，我们为品牌设计了以“亲密联系”为主题的红人

营销策略，帮助品牌提升亲和力和影响力。Throughmarketinsights,wefoundthatpeoplerely

moreononlineconnectionstomaintainemotionalneedsduringtheepidemic.

Inorderto

highlightthe

brand'sideaofhelpingconsumers

betterestablishemotionalconnections,wedesignedaninfluencermarketingstrategywiththethemeof

"intimateconnection"for

brandsto

helpthemenhancetheiraffinityandinfluence.一方面，我们邀请KOL以“亲密联系”,为主题创作典型情感场景。WeinviteKOLsto

createtypicalemotionalsceneswiththethemeof

"intimacy"l

节日前与圣诞老人视讯宣泄孤独情绪VideochatwithSanta

beforethe

holidaystovent

lonelinessl

与家人视讯谈家常Videochatwithfamilyl

与恋人视讯缓解相思之情Videochatwith

loverstoease

lovesickness另一方面，我们也通过线上线下结合的活动，发起UGC活动，邀请用户分享疫情期间情感联系故事以及使用场景UGC内容等积极参与互动。WealsolaunchedUGCthrough

onlineandofflineactivities,invitinguserstoshareemotionalconnectionstoriesduringtheepidemicandusescene

UGC

contenttoactivelyparticipateintheinteraction.红人营销数据

influencer

marketingdata20个红人传播；spread

by20

influencers5位Youtubers，

>110K播放views；15位Instagramers,18个帖子posts

，

>90K点赞红人素材广告投放InfluencercreativeadvertisingCPM比市场预期低，为市场的40%水平；CPM

is

lowerthan

marketexpectations,40%

ofthemarket

level整体效益提升了2.5倍。The

benefit

has

increased

by2.5times.likes。15位Instagramers,18个帖子

posts

，

>90K点赞

likes。5位Youtubers，

>110K播放views；活动成效：低成本撬动巨大影响力Activity

results:

low-cost

leveraging

huge

influence品牌影响力信息过载informationoverload信息茧房InformationCocoon

Room广告免疫

Ad

Immunity社交媒体时代的营销新挑战New

MarketingChallenges

intheAgeof

Social

Media现在是流量运营的“坏时代”Now

is

the

"bad

era"for

traffic

operations流量转化率下降trafficconversion

ratedrops流量成本飙升soaringtrafficcosts如何破局？Howto

breakthe

game?新流量时代的社交媒体营销思维social

media

marketingthinking

inthe

newtrafficera关注流量的获取payattentiontotheacquisition

of

traffic关注用户的价值运营focusonthevalueoperation

of

users流量思维trafficthinking用户思维userthinking互联网品牌的成功公式The

formula

for

internet

branding

successLTV

>

CAC客户终身价值

lifetime

value

of

customer

客户获取成本

cost

of

acquiring

customers客单价连带销售客户保留重复购买流量渠道流量成本点击率转化率customer

price

jointsalescustomer

retentionrepeat

purchasetrafficchannelstrafficcoastsCTRconversion

rates↑

↓1000

X

CTR

X

Conv.r网站/落地页用户体验广告创意的质量

Website/Landing

Page

User

Experience

qualityof

ad

creativePR，红人与KOC背书广告投放的策略与技巧

PR,

Reds

and

KOC

endorsementsadvertising

strategies

and

techniques

商品定价与优惠Product

Pricingand

Offers流量思维：关注获客成本Trafficthinking:focusoncustomer

acquisition

costsCAC=获客成本customeracquisitioncostsCPM跟随行业的平均水平波动Fluctuateswiththe

industryaverage信任Trust良好的

品牌体验good

brandexperience媒体/大V消费者的评价背书endorsementsfrommedia/bigVconsumers高效转化率的秘密Thesecretto

highconversion

rates品牌案例：红人内容X广告助力时尚女装品牌快速增长Brand

Case:

Influencer

ContentXAd

Helps

FashionWomenswear

BrandstoGrow

Rapidly品牌故事

BrandStory：专注于北美轻奢的DTC时尚品牌创立于2017年

。

该品牌创立初期通过大量的红人合作以及包括K