独立B2C外贸网站的个性化营销策略指南
外贸网站的个性化不只是网站建设方面的，还应该涵盖其他方面，包括网站服务、营销宣传等。想要让网站更能留住客户，以下这些方法可以试一试——
借助数据提升的体验
例如IMCART后台系统有商品管理、会员的相关数据等，这些数据可以做出产品喜好、忠诚会员等数据图。根据这些数据，可以尝试做如下推广：
1. 为经常购买产品的用户提供特权，通过会员制度也可以实现;
2. 推广二次购买产品折价处理活动，将活动内容以邮件的形式发送到用户邮箱上去。
特权处理能让网站的买家产生优越感，从而对网站更加忠诚。
新品大面积宣传
新类型的产品要做的不只是上架宣传而已，选择某个产品作为新品推出，外贸电商肯定也是看中其潜力。在推出前，可以做一些预告;在推出后，将推广的重点放在新品上。也可以适当投入媒体广告，如社区媒体等。在推广过程中，内容除了要侧重"新"之外，也要注意扬长避短。
万事提前准备
在一年开始之前，外贸电商最好做一个销售地区旺季表，包括节假日、黑色星期五、特殊节日等等。并预定好每个节日要做的活动和推出什么产品;当节日来临的时候，就可以根据实时热点稍微修改方案，顺手地推出活动。如此能够做到预测销量，根据预期和现实调整网站营销路线。
最后不可忽略内容营销
简单的一句话文案就可能掀起浪潮(参考近几年杜蕾斯的成功营销案例)，尽管现在营销手段越来越多、形式也越来越丰富，但是内容营销还是本质的。除了站外营销之外，站内的广告、内容等，也要确保可读性强。要做个性化的品牌网站，就得从里到外都有个性化符号。
总结：在成本允许、人手充足的情况下，跨境电商网站初期可以做多种尝试，市场上不同渠道也有丰富的营销方案可供选择。营销类似于菜市场的叫卖，网站类似于菜篮子，产品便是那些菜。有些外贸电商只纠结网站建设，其实是本末倒置的，搞好外贸营销推广才是产品之外的大事。
English Version:
Personalization of foreign trade websites should not be limited to website construction, but should also cover other aspects including website services and marketing communications. To better retain customers, try the following methods:
Enhancing Experience with Data
For example, the IMCART backend system contains product management and member-related data that can generate charts showing product preferences and loyal customers. Based on this data, you can implement promotions such as:
1. Offering privileges to frequent buyers through membership programs;
2. Running discount campaigns for repeat purchases and sending promotional emails.
Privileges can make buyers feel valued, thereby increasing their loyalty to the website.
Comprehensive New Product Promotion
Launching new products requires more than just listing them. Before introducing a new product (selected for its potential), create previews. After launch, focus marketing efforts on the new product. Consider investing in media ads like social media. While emphasizing the "newness," also highlight strengths and downplay weaknesses.
Advance Preparation
Before each year begins, create a seasonal sales calendar including holidays, Black Friday, and special events. Plan corresponding activities and product launches for each occasion. When the time comes, adjust strategies based on real-time trends. This approach helps predict sales and optimize marketing strategies.
Don't Neglect Content Marketing
A simple slogan can create waves (as seen in successful campaigns like Durex's). Despite the variety of modern marketing methods, content remains fundamental. Ensure both external marketing and internal website content are engaging. To build a personalized brand website, maintain consistent branding throughout.
Conclusion: With sufficient budget and manpower, cross-border e-commerce websites can experiment with various approaches during the initial phase, as the market offers diverse marketing solutions. Marketing is like market hawking, the website is like a shopping basket, and products are the goods. Some foreign trade businesses focus too much on website construction while neglecting marketing - this is putting the cart before the horse. Effective foreign trade marketing is crucial beyond product quality itself.
