Marketing
How we acquire and retain customers.
Sections
- Google Ads — paid search strategy, account structure, budget
- SEO — organic search strategy for gstarlink.com
- Email & SMS — automated lifecycle campaigns
- Social & content — Instagram, content calendar, influencer
Current state
Honest assessment of where we are (April 2026):
- Google Ads: active but under-optimized. Post MCC/MCA restructure there was a performance dip; recovery in progress.
- SEO: foundation work done (meta tags, hreflang, URL structure) but content flywheel not yet spinning. Organic traffic is lower than it should be for our category.
- Email/SMS: basic transactional emails only. No abandonment recovery, no lifecycle campaigns, no post-purchase sequences.
- Social: present on Instagram but not driving measurable acquisition.
Priority order (my current view)
- Set up email/SMS lifecycle flows — abandoned cart, welcome, post-purchase, re-engagement. Single biggest quick-win because we’re leaving money on the table.
- Google Ads optimization — audit account structure, kill underperforming campaigns, shift budget to what’s working.
- SEO content production — destination guides, device compatibility guides, comparison articles. Slow burn but compounds.
- Social — lowest priority until the others are converting.
Budgeting
Per the three-location setup, marketing is operated mostly from Beijing. Monthly budget, target acquisition cost, and channel split are reviewed in the monthly business review.