跨境营销概述（二十八）：社会化媒体营销Ⅴ

摘要：Customer acquisition means obtaining customers. In fact, customer acquisition is equal to growth, which is the core goal of the co

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“跨境营销概述（二十八）：社会化媒体营销Ⅴ”

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"Overview of Cross-Border Marketing(28):"Social Media Marketing Ⅴ"

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无论B2B企业，还是B2C企业，决定销售漏斗起始点数量、质量的获客都是一个值得重点关注的问题。

Whether for B2B or B2C companies, the number and quality of customer acquisition at the starting point of the sales funnel is an issue worthy of focus.

获客就是获取客户、获得客户的意思，实际上获客等于增长，是企业的核心目标，是整个企业组织的任务。

Customer acquisition means obtaining customers. In fact, customer acquisition is equal to growth, which is the core goal of the company and the task of the entire organization.

狭义的获客指完成一次购买行为，真正实现销售额：而广义的获客则指获得用户，不要求产生交易。为了区分，我们将广义的获客称为拉新，或获取销售机会，而狭义的获客才叫获客。社媒平台首先关注用户数，而对于B2B业务，客户转化的影响因素很多，为了更准确地评估社媒营销的效果，主要考察狭义的获客。

The narrow definition of customer acquisition refers to completing a purchasing behavior and truly realizing sales revenue; while the broad definition of customer acquisition refers to gaining users without requiring a transaction. To distinguish between the two, we refer to broad customer acquisition as user acquisition or obtaining sales opportunities, while narrow customer acquisition is referred to simply as customer acquisition. Social media platforms primarily focus on user numbers, whereas in B2B business, there are many factors that influence customer conversion. To more accurately assess the effectiveness of social media marketing, we mainly examine narrow customer acquisition.

社会化媒体营销的3个主要作用中，相对品牌营销和再营销而言，社媒获客是商家最不重视的一个作用。商家认为，社媒获客效果不如电商平台和搜索引擎营销，通过社媒营销，商家更希望获得品牌营销和再营销的价值。

Among the three main functions of social media marketing, acquiring customers through social media is the one that merchants pay the least attention to compared to brand marketing and remarketing. Merchants believe that the effectiveness of acquiring customers through social media is not as good as that of e-commerce platforms and search engine marketing. Through social media marketing, merchants are more hopeful of gaining the value of brand marketing and remarketing.

但社媒获客市最低成本的获客方式，随着线上获客成本的不断攀升，社媒在获客方面的低成本价值也逐渐受到重视。据统计，社媒由线索转化成单的周期最短，仅为平均转化周期的40%。转化率却较高，约1.5%，仅次于客户/员工推荐和官网推荐，是转化率最高的主动渠道之一。因此，获客已成为社媒营销的四大作用之一。

However, the low-cost customer acquisition method of social media is gradually gaining attention as the cost of online customer acquisition continues to rise. Statistics show that the conversion cycle from leads to sales through social media is the shortest, averaging only 40% of the average conversion cycle. The conversion rate is also relatively high, about 1.5%, second only to customer/employee referrals and official website recommendations, making it one of the highest converting proactive channels. Therefore, customer acquisition has become one of the four key functions of social media marketing.

1、社媒获客的价值

The value of customer acquisition through social media

社媒营销在获客方面的价值主要体现在以下几方面。

The value of social media marketing in customer acquisition is mainly reflected in the following aspects.

（1）因社会化媒体的用户黏性主要源自“兴趣”，故社媒可以对营销受众进行非常细致的画像。

The user engagement of social media primarily comes from "interests," so social media can create very detailed profiles of marketing audiences.

（2）社会化媒体常常允许商家创建公司主页，用于发布动态、组织活动等，商家有机会对潜在客户进行持续的影响，在获客成本高企的时期，这一点尤为可贵。

Social media often allows businesses to create company profiles to post updates, organize events, and more, giving businesses the opportunity to continuously influence potential customers, which is especially valuable during times of high customer acquisition costs.

（3）部分社会化媒体平台，特别适合跨境B2B卖家“主动”获客。

Some social media platforms are particularly suitable for cross-border B2B sellers to "actively" acquire customers.

（4）社媒获客的平均转化周期相对其他营销形式比较短，这获益于社媒更高效的交互功能。

The average conversion cycle for customer acquisition through social media is relatively shorter compared to other marketing forms, benefiting from the more efficient interaction features of social media.

（5）从长远看，社媒在品牌营销方面的突出优势，会使得社媒获客的摊薄成本较低。

In the long term, the prominent advantage of social media in brand marketing will result in a lower dilution cost for customer acquisition through social media.

2、社媒获客成本

Customer acquisition cost through social media

获客成本（CAC）是获得新客户所投入的成本总和。因“获客”这个词本身不严谨，故获客成本也有以下多种定义：

Customer Acquisition Cost (CAC) is the total cost incurred to acquire new customers. Due to the imprecision of the term "acquisition," there are also several definitions of customer acquisition cost.

（1）获取一个粉丝的成本CPF

Cost Per Follower.

（2）获取一条线索的成本CPL

Cost Per Leads.

（3）获取一条销售认可的线索的成本CPSQL

Sales Qualified Leads.

（4）获取一个成交客户的成本CPD

Cost Per Deals.

显然，上述定义与销售漏斗中不同里程碑发生了关联。在跨境B2B中，常常以CPSQL 为获客成本。而在跨境B2C中，更习惯以CPD为获客成本。优秀的平台会给广告用户提供所属行业的平均PPC（点击成本）和CVR（转化率）。企业在广告投放前，就能计算该行业在平台上的获客成本，计算公式为： CPD=PPC/CVR；对于跨境B2B，获客成本计算公式为： CPSQL=PPC/销售认可询盘数

Clearly, the definitions above are associated with different milestones in the sales funnel. In cross-border B2B, CPSQL is often used as the customer acquisition cost. In cross-border B2C, CPD is more commonly used as the customer acquisition cost. Excellent platforms provide advertisers with the average PPC (cost per click) and CVR (conversion rate) for their industry. Before launching ads, companies can calculate the customer acquisition cost in that industry on the platform using the formula: CPD = PPC/CVR; for cross-border B2B, the customer acquisition cost calculation formula is: CPSQL = PPC/number of sales-qualified inquiries.

上述公式用于计算付费广告的获客成本，社媒营销中，越来越重视社媒运营带来的自然流量，其成本计算就没有这么简单了。

The above formula is used to calculate the customer acquisition cost of paid advertising. In social media marketing, there is an increasing emphasis on the organic traffic generated by social media operations, and its cost calculation is not that simple.

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