PLD (all "PLD" in this article are pseudonyms) , a leading company in the domestic CNC industry , had planned to expand overseas markets and establish brand effects through online advertising channels before the epidemic. When the epidemic broke out, it became even more difficult to help foreign trade companies solve the problem of "how do customers understand the supplier's machines" !
There are three main challenges facing enterprise PLD going overseas:
- Although PLD is well-known in the country, its brand is less well-known overseas.
- Due to the epidemic, foreign customers are unable to visit the factory in person and learn about the products.
- In order to achieve the goal of expanding overseas markets, a lot of accumulation needs to be done.
Therefore, how to increase the popularity of the PLD brand and allow customers to understand PLD's products and services more directly is the focus of online marketing.
Decided to use YouTube to open up new markets
After a series of investigations and analysis of overseas markets, we initially reached a common agreement with our clients to use YouTube as the main promotional channel to open up new markets , mainly including the establishment of YouTube channels and content production ideas. This is because:
- Use video explanations to gain buyers’ trust
In order to enable customers to understand the products and company profile more directly and clearly, PLD established a YouTube channel with rich content . In the construction of video planning ideas, it used the professional image of the salesperson to shoot professional explanation videos for its products and made them into a video series to make the video content coherent. In addition to presenting real details such as the factory, production line, and professional qualities of the salesperson , it also stimulated users' desire to subscribe to the channel.
- Use video ads to promote customer consultation
We use video ads to encourage customers to subscribe to PLD official channels while learning more about the products, providing audience sources for remarketing . We create remarketing lists using data such as users who subscribe to channels, users who watch videos, and users who visit websites, so that these potential user audiences can watch ads again to promote inquiry conversions .
We made these pre-launch preparations for Enterprise PLD
After deciding on the direction, we made the following preparations for the launch of the enterprise PLD: 1. Analyze website problems and make modification suggestions: The website of Enterprise PLD has problems such as too long conversion process, unclear conversion process, confusing product classification, and irrelevant page content and title. We suggest optimizing the website form, adding an inquiry button, and improving the website product classification. 2. Google Ads backend construction: Set up advertising campaigns according to the core words of each category of CNC machines, flexibly allocate budgets for various types of CNCs, and distribute advertising campaigns for video ads according to positioning. 3. Opened an official YouTube channel for it In order to increase the overseas visibility of PLD, we opened an official YouTube channel for it to promote the product details of its CNC machine tools to its customers, and to increase its customers' trust by having sales staff personally explain the product highlights. Promotion strategy of enterprise PLD
Before going online, we planned a promotion plan for the enterprise PLD:
In addition to using YouTube video ads as the main promotional channel to open up new markets, we also chose search ads, display ads, Gmail ads and other promotional methods. #Market analysis to select target countries Based on the market layout and customs data of customer products, combined with the layout of upstream and downstream industries, we recommend investing in countries such as Egypt, Brazil, and Russia . Search ads use CNC core words and usage scenario words for positioning; video ads use industry keywords to form custom audiences; at the same time, remarketing lists are established to segment the browsing audiences of various products. Use the "Maximize clicks" bidding method in the early stage of the campaign to complete the accumulation of remarketing lists as quickly as possible; then use the "Maximize conversions" bidding method to maximize the number of conversions while keeping the budget unchanged . #Effect tracking adjustment According to the proportion of the cost of each targeted audience of video ads, the hardware audience is allocated an independent budget , and different advertising materials are rotated in accordance with the company's PLD marketing strategy. In terms of search ads, the keyword list is expanded according to the different cutting purposes of CNC to expand the coverage of search ads. Promotion effect of enterprise PLD
We have been serving PLD since February 2020. After opening its YouTube channel, PLD has received 3.69 million ads , over 1 million video views, and 10,000 views per day, generating more than 230 effective inquiries . The brand awareness has been significantly improved! We used Google Ads to increase inquiries for PLD while reducing conversion costs by 25%! Through the operation of Yige's professional team, PLD was able to obtain a stable source of customers in overseas markets after the outbreak of the epidemic in 2020, which greatly satisfied PLD's needs for external corporate expansion.
