一.制定推广策略
做海外推广前,我们需要制定一套营销策略,需要去定义一下我们的目标客户到底是谁,营销的手段有哪些,是否可以计算出ROI等。
(1)真正为你产品和服务买单的用户是谁?
(2)你的目标是什么?每天多少流量还是每天多少询盘?
(3)通过什么方法吸引到你的用户?
(4)你的客户一般会通过什么方法和途径寻找你提供的服务和产品?
(5)你打算投资在营销方案上的人力和资金是多少?
二、认真做好外贸网站
外贸网站可以说是这几个步骤中的重要基石,所有的推广和营销手段都会围绕着一个真正合格的英文外贸网站来展开。如果外贸卡在这步上了,那么后面的工作自然无法展开。可以看看以下几点网站建设策略:
(1)明确网站的目标,全站围绕此目标展开;
(2)去中国风格,从字体,设计,颜色,排版上符合海外用户的审美;
(3)优秀的文案,真正好的文案是能刺激用户完成你目标的,没语法错误那是最起码的;
(4)完美的用户体验;
(5)网站能有一定的转换率,每500个IP如果都没询盘的话,你网站就出问题;
(6)符合搜索引擎优化标准。
三、获取有效流量
策略有了,网站有了,接下来就是要吸引人流进来,有足够大的有效流量,就一定能产生询盘,产生订单,最终带来现金流。获取流量的方法多种多样,我们主要看适合外贸行业的四大主要方式:
(1)SEO流量:这一块主要分为四个步骤:制定主次关键词、按关键词优化相应网页、定期增加网页内容、增加相关外部链接。
(2)PPC流量:PPC流量主要指的是付费流量,是指来自Google Ads等推广工具的推广流量。网站自身的SEO所能带来的流量和关键词是有限的,使用PPC进行拓展更多的关键词和流量是对SEO的一个很好的补充。
(3)企业博客流量:外贸网站本身的内容是有限的,可以介绍的东西也有局限,而企业博客可以增加网站的内容,制造更多的关键词以及收录页面,据统计,有企业博客的外贸网站流量远大过没有企业博客的网站,对于一个运营较好的企业博客来说,能产生超过4倍的询盘,企业博客也是最容易入手的一个环节。
(4)社交网络流量:对于英文网站的推广来说,通过社交网络是必不可少的一个渠道,关联你的企业博客和社交网站,积累社交网站的粉丝和圈子,在社交网站上回答用户的问题,对于一些简短的信息,可以通过社交网站来发布。
四、提高询盘转换率
网站流量有了,下面的问题就是如何把流量变成询盘。那么对于一般的外贸网站来说,要想有每天上千上万的流量是不现实的,所以如何把仅有的一些流量最大程度地转变为客户的询盘就非常重要了。首先需要对你的流量用户进行细分,毕竟每个来你网站的用户需求不同,所以细分进行相应的营销是关键。网站的用户大致可以分为:
(1)没意识到自己有需求的用户。
(2)意识到需求,但没打算解决。
(3)意识到需求,打算解决。
(4)意识到需求,在对比供应商。
那么你的外贸网站是否可以区分这些用户,是否针对不同需求的用户有相应的Landing Page,是否有明确的Call to action,是否有收集用户的信息呢?至少我看到绝大多数的网站都不具备高转换率的功能,更多的只象一个没有销售人员的展示窗口。
五、询盘转换为销售
在互联网上成交的三个步骤不外乎“流量——询盘——销售”,每个环节都很重要,但是对于大多数外贸B2B来说询盘到销售这个环节的时间会比B2C要长很多,毕竟B2B的订单都是按货柜来报价的,所以这中间的客户关系维护,销售技巧和专业水平都是成功的要素,那么从网络营销的方面来看的话,你至少需要做到:
(1)不同阶段的客户是否有不同的话术和营销策略;
(2)是否有许可邮件营销维系客户关系;
(3)对于有CRM的公司,是否客户资料信息完善和细分;
(4)网站上Leads表格是否细分话,提供选择给客户。比如国家区分,产品需求区分。
六、数据分析
数据分析是个很有意思的活儿,但不是每个人都喜欢和数据打交道,如果你是C型性格的人或者你团队中有这类性格的人,那么这项工作交给他们完成应该是很轻松的,你需要知道的数据有Traffic to lead, Leads to Client, Cost Per Lead, Cost Per Client,当你清楚知道这些数据后,你就清楚自己的营销方向了。
同时上面五步中的每个环节都可以列出相应的数据衡量标准。比如你在Google搜索上投放付费广告,你可以通过后台自主查阅商品的展示、点击率、客户分布等报告,掌握费用花费情况。这样我们就可以清晰的知道营销的重点应该放哪里、接下来该怎么做
海外推广是个没有标准答案的命题,它有很多答案,当然你也可以另辟蹊径,也许能走出一条不一样的成功之路。但不论哪种方法,做好上述六大流程是最基本的。
} Frank Lampard stays loyal to the Everton team from midweek, despite a 1-0 loss at Newcastle. Ings, he suggested, will be a key player in the second half of the season. “He is a striker and he needs players to pass to him and today I think they understood perfectly. His goals are very important for us and if we can help him to get in good positions to score, then he will do.” Develop your game this December at our Staplewood Soccer School Everton suffered defeat of their own on Saturday, falling victim to a 2-0 loss at home to Leicester City, which dropped Frank Lampard’s to 16th in the Premier League table. Yet Everton’s weren’t having any of that for most of Lampard’s players were at Goodison the last time the sides met back on May 19.
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Kerala Blasters will take on Goa on Sunday, November 13, at Jawaharlal Nehru International Stadium (Kochi, Kerala).If you are looking for KBFC vs FCG Dream11 Fantasy Football Prediction then you are at the right place. #6 Is there a playoff round in Indian Super League after the regular season?There isn’t a playoff competition after the regular season in Indian Super League. Doha: Spain put on a footballing masterclass … M01 | OCT 14, 2022 | Chennaiyin FC 1-1 Bengaluru FC, Match Report Simon Grayson’s side went into the new ISL season on the back of a first Durand Cup title. With fans once again allowed into the stadiums, expectations from the 2018-’19 champions were high. There was a new hope. However, the pre-season buzz has not translated into results on the pitch. There goes the final whistle and East Bengal draw a blank on the Kolkata Derby. ATKMB found the net twice within 10 minutes in the second half, and that is more than enough for them for a memorable night.
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