For personal SOHO, internal to external factories and mature foreign trade teams, the resource conditions for this problem are different, but the mistakes are usually the same: the content and call to action are too broad, which will attract job seekers, retail, peers or people who only ask for the lowest price.So don’t copy your peers’ publishing frequency, audience, or budget just yet.
SOHO should focus its limited time on the most suitable customers and products; when transferring internally to external factories, first complete overseas trust information; and mature teams should unify their marketing and sales caliber.No matter which category, the end point of natural flow is not to obtain interaction, but to guide the right visitors to effective conversations that can be followed up, judged, and entered into the sales process.Operational goals should all fall into effective dialogue, quotations and business opportunities, rather than stopping at busy data.
It can be advanced in three steps.The first step is to clarify the B2B service target, order type and information required for inquiry in the post, and complete the company, demand, quantity and time verification in the first round of dialogue; the second step is to design corresponding calls to action for each type of content, and establish private message first questions, lead records, qualification judgments, information sending, follow-up rhythm and result attribution.Complete the undertaking; the third step is to write down hypotheses for each adjustment, such as which types of customers are expected to increase and which indicators will improve.Changes without assumptions cannot form a team experience.
It is recommended to adopt "quantity + quality" for data review.Quantity includes conversation initiation rate, effective lead rate, first response time, quotation rate, follow-up completion rate and business opportunity sources; quality verifies the country, company, role, application, quantity and time.In particular, this question should be evaluated based on the effective lead rate rather than the total number of private messages.Both sets of data must correspond to the same piece of content, ad, or source.
If there is still no improvement in a continuous observation cycle, you should return to customer positioning and value expression instead of continuing to increase volume.The value of inquiry conversion is to allow the right customers to quickly confirm whether you are suitable, rather than making everyone mildly interested.
