SUCCESS STORY
Market
Vertical
SELLERS CAPTURE
He aim with the Alibaba group is that of Capture sellers from the low end and the high end of the pyramid of sellers. He challenge the one we faced had different fronts:
- On the one hand, Alibaba is complex because it handles a high level of information and data.
- On the other hand, although at the beginning any seller is welcome, later we needed to segment them and it is difficult to do so when you do not have information about your target.
This lack of information about sellers and their nature is due to factors such as the platform’s own idiosyncrasy; open and with few entry restrictions; the scale and large size of the market or Aliexpress’s very general policies that do not require you to identify yourself exhaustively as to the type of seller you are.
Do you want your company to become a success story?
THIS IS HOW WE DID IT
To overcome these stoppers and reach more than 20,000 sellers, we developed a Performance Content Marketing strategy that combined an Inobound strategy of valuable content with the performance philosophy of buying paid media. At the same time, we devised a strategy so that the sellers themselves would be segmented by applying reach and precision campaigns, creating specific content for each of the different types of sellers.
To do this, we combined:
- Snack content (blogs, PR appearances, Linkedin articles)
- Lead magnet content (downloadable webinars, events and quizzes), and we distribute it through Social Media, SEO, and Paid Media.
WHAT METHODOLOGY DO WE USE?
Together with the client, we built and relied on an A/B testing methodology to analyze the profile of the different users. This allowed us to identify a more effective segmentation strategy and generate campaign structures based on broad audiences. This test of audiences and formats helped us achieve a LTR of 10% on average, thus improving the overall performance of campaigns. But these were not the only fruitful results of the improvements implemented by our team. We were soon able to see more fruits of this work, achieving, in less than a year, an increase of 220% visibility and, most importantly, reduce the CPL un 43% thanks to Facebook’s lead ads format, versus the other channels used for lead acquisition.
This cost optimization allowed us to optimize investment and multiply the volume of leads, thus increasing sales opportunities.
SELLERS ON AMAZON AND MIRAVIA
