Data reveals the trend of overseas ToB market, B2B brands need to solve two basic items of overseas social media operation
In the current environment, overseas markets bring us more hope and possibilities. Not only for ToC brands, but also for ToB companies.
The latest set of data released by China Construction Machinery Industry Association supports this. Construction machinery is a typical ToB product. According to the August 2022 sales report of major products in the construction machinery industry, the sales of various types of excavators in August 2022 will be the same as the same period last year, of which the domestic market has dropped by 26.3% year-on-year; exports have increased by 56.7% year-on-year. From January to August 2022, a total of 179,109 excavators were sold, a year-on-year decrease of 30.9%; of which domestic sales decreased by 49.9% year-on-year; exports increased by 70.1% year-on-year.
In August 2022, sales of various types of loaders decreased by 2.69% year-on-year. Among them, domestic market sales decreased by 26% year-on-year; export sales increased by 62.4% year-on-year. From January to August 2022, the total sales of various loaders decreased by 20% year-on-year. Among them, domestic market sales decreased by 32.6% year-on-year; export sales increased by 23.4% year-on-year.
The above data brings us two clear messages, one is a sharp drop in domestic sales, and the other is a significant increase in overseas export sales. Where the market opportunities lie is self-evident.
Although the overseas market is improving, the market is not easy to come by. Your brand, product, service, marketing system, etc. may become a constraint to going out. There is also a problem that cannot be avoided by overseas brands. Can your overseas social media operations keep up?
However, domestic ToB companies that go overseas generally suffer from insufficient experience in overseas social media operations. Therefore, this problem is particularly challenging for ToB companies.
Taking the industrial manufacturing industry where ToB brands are relatively concentrated, it can be seen from the previously released 2022Q2 "BrandOS TOP100 Overseas Brand Social Media Influence List" that the average score of the industrial manufacturing industry is the lowest among all industries:
There are many reasons for the low comprehensive score. First, it reflects the overall status and level of the industry. Second, the products and content of industrial manufacturing are relatively easy to appear boring. At the same time, they are professional and targeted, which objectively increases. Difficulty in operating social media.
So, is there a mature and simple way to help companies with little experience in social media operations make up for their shortcomings in the short term, and use social media operations to help brands achieve better growth and sales conversion?
At this time, two basic problems need to be solved first: clearly understand the current status of overseas social media operations in the industry and the position of your own brand in the industry; find your own benchmarking brand. In this regard, several convenient and feasible paths are provided.
Insight into the industry level and its own position
The premise of conducting industry analysis is to collect a large amount of data and materials. In contrast, using existing resources is a more realistic and feasible way to understand the current state of industry operations. Using the "Industry Analysis" function of the "Report" module of Marketing Cloud, you can quickly get the overall performance of different industries on overseas mainstream social media, fans, posts, post interactions, industry hot posts, industry hot topics, etc. Detailed data and information. The following is the industry analysis report of the manufacturing industry in the past 28 days:
The upper right corner of the page provides a one-click export report button, which can export the industry report to a separate file in PDF or Excel format as needed:
So, how to judge the position of your brand in the industry, there are two easy ways:
- Compare with the industry level
Click "+ Add Comparison" on the "Industry Analysis Report" page, and select the corresponding brand social account to compare the selected homepage with the industry data. The comparison results include the main indicators such as fans and their growth, posts, interactions, and their own brands. Position and quantification gap in the industry at a glance:
- Check whether your own brand is in the BrandOS list, as well as the comprehensive ranking and industry ranking
The BrandOS list provides a lot of practical value for overseas brands. Has your own brand entered the TOP100 in the overall ranking of the list? Have you entered the TOP30 in the industry rankings? Where are you in the rankings, is your ranking higher or lower than before? The answers to these questions help brands objectively judge their position in the industry.
The BrandOS list is released on a quarterly basis. Since the ranking of each brand is a dynamic process of relative change, it is necessary for overseas brands to pay attention to the latest rankings every time they release the list, and analyze the reasons behind the changes in the rankings in a timely manner. reasons and take appropriate countermeasures.
Find the benchmark brand
The benchmarking brand is both a benchmark and a leader. When the overseas brand has a clear goal of catching up, it will undoubtedly accelerate the growth rate.
The BrandOS list not only provides an objective measure of the brand's own position, but also provides a convenient way for brands to find benchmarking brands in their industry.
In the list released every quarter, there will be a list of TOP30 brands by industry. You can use the top-ranked brands as your own benchmarking brands. The brand's overseas social media growth plan.
Taking mechanical engineering brands as an example, in the BrandOS industrial manufacturing list in Q2 2022, XCMG and Sany Heavy Industry are both outstanding in overseas social media operations:
We have previously introduced typical cases of B2B companies going overseas. You can click the link at the bottom of this article to view them.
The operation and growth of overseas social media is not something that can be achieved overnight. Knowing the current situation of the industry and determining the benchmarking brand is only a basic work. After that, it is necessary to do a solid operation of overseas brands, and do a good job of promotion and advertising as needed. Fortunately, all efforts will be rewarded. When you see the growth of overseas markets and the improvement of brand influence, you will know that you are getting closer to your goal.
All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you are interested in the "Industry Analysis Report" and other functions of Marketing Cloud, please leave your contact information, and we will arrange overseas social media marketing experts to get in touch with you.