f9yx0du 发表于 2024-7-30 01:59:27

论独立(站)的重要性

<span style="color: black;"><span style="color: black;">近期</span>阿里直营的事情在圈内闹得沸沸扬扬,我来结合我外贸生涯的亲身经历说说我的看法。</span><span style="color: black;"><strong style="color: blue;">先抛结论出来:</strong></span>0<span style="color: black;">1</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其实阿里的企业文化早就告诉<span style="color: black;">咱们</span>了:</span><strong style="color: blue;"><span style="color: black;">独一</span>不变的是变化。</strong><span style="color: black;"><span style="color: black;">因此</span><span style="color: black;">大众</span>最好两手的准备</span>。<span style="color: black;">不可</span>过分依赖单一的<span style="color: black;">途径</span>,线上营销除了平台还有独立站这个重要<span style="color: black;">途径</span>。</span></p>0<span style="color: black;">2</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">我<span style="color: black;">办事</span>情不<span style="color: black;">爱好</span>去纠结自己<span style="color: black;">不可</span><span style="color: black;">掌控</span>的部分,</span><strong style="color: blue;">集中<span style="color: black;">重视</span>力把自己可控的部分做到最好</strong><span style="color: black;">,<span style="color: black;">这般</span>才是最优解,成功概率<span style="color: black;">亦</span>最大。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">0<span style="color: black;">3</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">与其吐槽平台,不如思考下自己<span style="color: black;">怎样</span>做得更好。</span><span style="color: black;"><span style="color: black;">怎样</span><span style="color: black;">持续</span><span style="color: black;">提高</span>自己企业在营销,<span style="color: black;">营销</span>和供应链板块的壁垒,</span><strong style="color: blue;">让自己在客户面前做到不可替代才是正事。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span></span></strong></p><span style="color: black;"><strong style="color: blue;">下面分享一下我开外贸<span style="color: black;">机构</span>的亲身经历:</strong></span><span style="color: black;">在做慢慢来之前我开过7年服装贸易<span style="color: black;">机构</span>,这家<span style="color: black;">机构</span>从零起步,<span style="color: black;">无</span>靠b2b平台,<span style="color: black;">亦</span><span style="color: black;">无</span>去过展会,只靠独立站体系这一条<span style="color: black;">途径</span>,<span style="color: black;">同样</span>做到了几千万的年营业额。</span><span style="color: black;">在我06年参加工作的时候我是电子商务的忠实拥趸,会push<span style="color: black;">机构</span>去开通阿里巴巴,那个时候平台的运营规则还不是<span style="color: black;">那样</span><span style="color: black;">繁杂</span>,还能handle过来。后来到我08年创业的时候阿里巴巴的规则变得<span style="color: black;">繁杂</span>起来,要<span style="color: black;">每日</span>上后台刷新和上传<span style="color: black;">制品</span>。</span><span style="color: black;">我是那种不喜欢做机械性的、<span style="color: black;">无</span><span style="color: black;">道理</span>的工作的人。就果断转型去做独立站+谷歌<span style="color: black;">宣传</span>+谷歌主动<span style="color: black;">研发</span>,2010年又<span style="color: black;">起始</span>做领英社交<span style="color: black;">媒介</span>的营销,这几个<span style="color: black;">途径</span>都给我带来了<span style="color: black;">非常多</span>客户。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">不做平台的<span style="color: black;">另一</span>几个<span style="color: black;">原由</span>是:</span></strong></span><span style="color: black;">平台会引导和鼓励买家群发询盘,<span style="color: black;">做为</span>贸易<span style="color: black;">机构</span>是不具备价格<span style="color: black;">优良</span>的话,很容易陷入<strong style="color: blue;">价格战的泥潭,</strong><span style="color: black;">引起</span>利润很低<span style="color: black;">或</span><span style="color: black;">没法</span>接到订单。</span><span style="color: black;">平台是关键字搜索导向的,这就<span style="color: black;">引起</span>了客户搜索某个关键字的时候是<strong style="color: blue;">找<span style="color: black;">制品</span>的<span style="color: black;">规律</span></strong>,很容易忽略<span style="color: black;">制品</span><span style="color: black;">背面</span>供应链的细节(<span style="color: black;">例如</span>原材料,工艺,质量监控体系,生产设备等等),其实这就<span style="color: black;">引起</span>工艺细致,用料高端的工厂很难<strong style="color: blue;">塑造自己的价值</strong>,并且很难在价格战中胜出。<span style="color: black;">因此</span><span style="color: black;">非常多</span>业内龙头的工厂都会<span style="color: black;">选取</span><span style="color: black;">能够</span>更直观的展示工厂综合实力的展会<span style="color: black;">途径</span>。</span><span style="color: black;">不像谷歌的规则更新的<span style="color: black;">规律</span>都是为了优化用户的搜索体验,<strong style="color: blue;">平台的规则更新方向的<span style="color: black;">背面</span><span style="color: black;">规律</span><span style="color: black;">针对</span>卖家是不确定的,</strong><span style="color: black;">引起</span>为了跟上平台的规则,卖家疲于奔命。我当时<span style="color: black;">评定</span><span style="color: black;">自己</span><span style="color: black;">做为</span>一个创业<span style="color: black;">机构</span>,<span style="color: black;">咱们</span>在砸人砸钱方面没办法干到平台的前20%,<span style="color: black;">因此</span><span style="color: black;">选取</span>做独立站<span style="color: black;">途径</span>,独立站<span style="color: black;">途径</span><span style="color: black;">由于</span>做的人少,基本上你专研进去并且执行了就<span style="color: black;">已然</span>是前20%了</span><img src="https://mmbiz.qpic.cn/mmbiz_png/qdWlleWIrNKHwwtDEYsXuX9U55Ig8bU2ia1pLrRibnXDmm2z9j9wHqf8c6gHDpfJcwH51mFp2eBVUiaibT5siaBVkNQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span></span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">那样</span>独立站体系的优点有<span style="color: black;">那些</span>呢?</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、<span style="color: black;">经过</span>内容塑造价值。</span></strong></span><span style="color: black;">本质上网站<span style="color: black;">便是</span>一篇内容,<span style="color: black;">详细</span><span style="color: black;">能够</span>看(</span><a style="color: black;"><span style="color: black;">独立站是给客户的一封简历</span></a><span style="color: black;">)。为了避免陷入单一维度的价格战,<span style="color: black;">咱们</span>应该引导潜在客户<span style="color: black;">经过</span><strong style="color: blue;">多维度来<span style="color: black;">思虑</span>问题</strong>,并且<strong style="color: blue;">塑造<span style="color: black;">咱们</span>企业方方面面的价值。</strong></span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">能够</span>在独立站上凸显<span style="color: black;">咱们</span>的企业规模,先进的设备,合作的大客户案例,精湛的工艺以及严格的质量监控体系等方面,把客户对<span style="color: black;">咱们</span>的<span style="color: black;">评定</span>带入<span style="color: black;">更加多</span>纬度,<span style="color: black;">同期</span>塑造了<span style="color: black;">自己</span>的价值。</span><span style="color: black;"><span style="color: black;">这般</span><span style="color: black;">咱们</span>在后续谈判上就会更加主动,<span style="color: black;">由于</span>国外客户找供应商本质上不是买<span style="color: black;">制品</span>,而是<span style="color: black;">评定</span>供应商各个方面的实力。这个<span style="color: black;">亦</span>是国外客户在线下采购的时候的决策<span style="color: black;">规律</span>(会去工厂验厂,看细节),<span style="color: black;">咱们</span><span style="color: black;">亦</span>应该在线上<span style="color: black;">经过</span>独立站的内容来<span style="color: black;">表现</span><span style="color: black;">机构</span>多维度的竞争<span style="color: black;">优良</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、不与平台在<span style="color: black;">营销</span>漏斗的底端竞争,而是在<span style="color: black;">营销</span>漏斗的上面截流。</span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/qdWlleWIrNKHwwtDEYsXuX9U55Ig8bU20IibOvbNWiaGjo2yXVic7Nk32052nL4SEvPtxllGt7hmqiaN4XceWGMpmg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">在<span style="color: black;">营销</span>漏斗的AIDA模型中,底部的流量是最有价值<span style="color: black;">同期</span><span style="color: black;">亦</span>是竞争最激烈的。<span style="color: black;">常常</span>这部分流量会习惯性的去平台,就跟<span style="color: black;">咱们</span>平时想买某个东西后就会打开tb<span style="color: black;">同样</span>。</span><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">由于</span>平台是关键字搜索导向,<span style="color: black;">因此</span><span style="color: black;">引起</span>用户很难看出谁好谁<span style="color: black;">欠好</span>,<span style="color: black;">另一</span>平台买流量和买排名的机制<span style="color: black;">亦</span>会<span style="color: black;">引起</span>卖家大部分的利润花在了营销上。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">那样</span>貌似是一个死局,<span style="color: black;">咱们</span><span style="color: black;">怎样</span>破解?</strong></span><span style="color: black;"><span style="color: black;">由于</span>,在用户的<span style="color: black;">需要</span><span style="color: black;">知道</span>之前,<span style="color: black;">便是</span>买家不<span style="color: black;">知道</span><span style="color: black;">咱们</span>要买什么东西的时候,<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">经过</span>内容来激发他的购买<span style="color: black;">需要</span>,<span style="color: black;">或</span><span style="color: black;">经过</span>内容来引导客户作出<span style="color: black;">选取</span>。</span><span style="color: black;">尤其是<span style="color: black;">咱们</span>在<span style="color: black;">营销</span>漏斗的上端的时候,<span style="color: black;">咱们</span>需要信息来支撑<span style="color: black;">咱们</span>的决策的时候,就要<span style="color: black;">经过</span>搜索引擎,视频平台等等获取<span style="color: black;">关联</span>的信息来支撑<span style="color: black;">咱们</span>的采购决策。</span><span style="color: black;">就<span style="color: black;">好似</span>tb的营销<span style="color: black;">花费</span>很高,<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>去做小红书,去做抖音,<span style="color: black;">经过</span>KOL进行种草。(这些内容<span style="color: black;">亦</span>是会有<span style="color: black;">累积</span>和沉淀的,这一点点小的区别会在后期<span style="color: black;">导致</span>大<span style="color: black;">区别</span>,<span style="color: black;">咱们</span>留在最后面<span style="color: black;">仔细</span>讲)<span style="color: black;">这般</span>就<span style="color: black;">能够</span>把潜在客户引导到独立站进行成交。跟平台不在一个维度竞争,<span style="color: black;">经过</span>降维打击避开了竞争白热化的平台。</span><span style="color: black;"><strong style="color: blue;">3、不会被绑架的私域流量</strong></span><span style="color: black;">商家在平台上做推广,<span style="color: black;">由于</span>商家只能找他买流量,<span style="color: black;">因此</span><strong style="color: blue;">流量的价格基本上是垄断的。</strong></span><span style="color: black;">而独立站的流量<span style="color: black;">源自</span>有<span style="color: black;">非常多</span>,<span style="color: black;">她们</span>之间是动态平衡的。<span style="color: black;">例如</span>谷歌<span style="color: black;">宣传</span>的<span style="color: black;">花费</span>过高了,<span style="color: black;">咱们</span>就去投放FaceBook和Ins<span style="color: black;">宣传</span>,<span style="color: black;">近期</span><span style="color: black;">亦</span>有国际版的抖音(Tiktok)<span style="color: black;">能够</span>投放<span style="color: black;">宣传</span>。<strong style="color: blue;">这些巨头之间<span style="color: black;">由于</span>都<span style="color: black;">没法</span>完全垄断,<span style="color: black;">因此</span>互相之间会形成一种微妙的平衡</strong>,<span style="color: black;">咱们</span>只要把<span style="color: black;">宣传</span>转化率<span style="color: black;">提高</span>相对容易实现盈利。</span><span style="color: black;"><span style="color: black;">另一</span>独立站还<span style="color: black;">能够</span><span style="color: black;">经过</span>内容营销,以及非常低成本的邮件营销的组合拳给网站引流。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/qdWlleWIrNKHwwtDEYsXuX9U55Ig8bU2t0VhFTXWgw93Yk8bE3SepPvic62WcUI25DXeFrCRHvfgcNMXQ7iaKn0Q/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">(伟人早就说过了:自己动手,丰衣足食。还有:枪杆子里面出政权,要够独立<span style="color: black;">才可</span>成大事。)</span><span style="color: black;"><strong style="color: blue;">4、复利(独立站最美的部分)</strong></span><span style="color: black;">上面<span style="color: black;">亦</span>说到了独立站是<span style="color: black;">咱们</span>自己的自留地,<span style="color: black;">亦</span>是<span style="color: black;">咱们</span><span style="color: black;">能够</span>100%掌控的资产。<span style="color: black;">因此</span><span style="color: black;">咱们</span>是<span style="color: black;">能够</span>非常<span style="color: black;">安心</span>的把<span style="color: black;">咱们</span>的钱和资源投入到这块自留地里面,<strong style="color: blue;">把钱不单单转化成流量,而是转化成能获取源源<span style="color: black;">持续</span>流量的能力,</strong>让他变成一个自带流量的网站。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/qdWlleWIrNKHwwtDEYsXuX9U55Ig8bU2ZibBxbPD8JvKNar3FibMx8qkrvNbxZTrEJLgXUVCBThxzBBPf8AGncHQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">(<span style="color: black;">每日</span><span style="color: black;">保持</span>进步1%,一年后会带来巨大的区别)</span><span style="color: black;">相信<span style="color: black;">大众</span>都看过以上的公式,有<span style="color: black;">累积</span>的存钱定投模式和用钱买量的模式(平台,<span style="color: black;">或</span>投放<span style="color: black;">宣传</span>)<span style="color: black;">长时间</span>做下去是有着巨大的区别的,<span style="color: black;">然则</span><span style="color: black;">仅有</span><span style="color: black;">少许</span>人看到了这个区别,<strong style="color: blue;">这个认知的差异<span style="color: black;">能够</span>给先看到的人带来领先的窗口期。</strong></span><span style="color: black;">内容营销<span style="color: black;">便是</span><span style="color: black;">能够</span>产生复利的营销模式,<span style="color: black;">由于</span>内容被创作出来会<span style="color: black;">始终</span>存在,是有<span style="color: black;">累积</span>的;<span style="color: black;">宣传</span>费花了<span style="color: black;">便是</span>花了,平台不续费关了<span style="color: black;">便是</span>关了,一切清零。</span><span style="color: black;">还是回到上面的漏斗,<span style="color: black;">咱们</span><span style="color: black;">倘若</span>创造了<span style="color: black;">非常多</span><span style="color: black;">能够</span>解答客户疑虑的,客观的内容,<span style="color: black;">那样</span>就<span style="color: black;">能够</span>进一步引导客户采用<span style="color: black;">咱们</span>的<span style="color: black;">处理</span><span style="color: black;">方法</span>(还有<span style="color: black;">另一</span>一个前提是,你的<span style="color: black;">方法</span>的确是最优的<span style="color: black;">处理</span><span style="color: black;">方法</span>)</span><span style="color: black;">在短视频的场景里:就像某个品牌,在抖音,在小红书让<span style="color: black;">海量</span>博主针对他<span style="color: black;">制品</span>的特点创造了<span style="color: black;">非常多</span>内容<span style="color: black;">同样</span>,只要这些内容被这些博主的粉丝看到,<span style="color: black;">或</span>被搜索到了,就会让消费者后续更有机会购买这个品牌的<span style="color: black;">制品</span>。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span></span></strong><strong style="color: blue;"><span style="color: black;">有<span style="color: black;">无</span>真实的案例说明这一切?有的:</span></strong><span style="color: black;">在外贸B2B的场景里,<span style="color: black;">咱们</span>去年帮一个玻璃瓶的客户(roetell.com)围绕包装和<span style="color: black;">各样</span>玻璃瓶创造了超过百万字的原创内容,并且<span style="color: black;">经过</span>外链建设<span style="color: black;">提高</span>了网站的权重和关键字排名。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/qdWlleWIrNKHwwtDEYsXuX9U55Ig8bU2wkZ9S1WRXCia7Vy4YK5zqa4S7srTkEJrfKicMRrfaWNc0za9dXxEOX9g/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">最直观的是带来的网站流量和询盘数据,<span style="color: black;">近期</span>单月自然流量询盘达到278条。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/qdWlleWIrNKHwwtDEYsXuX9U55Ig8bU2DCfPPCgc1uExEpNyByQLMic29Hm0E55txK1ylGX1iccCxITouhrYAxAg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">去年这个客户跟<span style="color: black;">咱们</span>签下七位数的合作协议的时候,<span style="color: black;">非常多</span>人<span style="color: black;">暗示</span><span style="color: black;">不睬</span>解;<span style="color: black;">然则</span>慢慢来团队一年来在这个项目上的付出,证明了当初客户的决策是多么的正确,这七位数的投入并不是花完就随风消逝了,而是转化成这个网站宝贵的资产 - 权重、内容和外链,<strong style="color: blue;">让这个网站变<span style="color: black;">成为了</span>一个自带流量的询盘制造机。</strong></span><span style="color: black;"><span style="color: black;">况且</span>随着每年这个网站上的内容和外链数量的<span style="color: black;">增多</span>,会覆盖<span style="color: black;">更加多</span>的关键字和带来<span style="color: black;">更加多</span>的流量,<span style="color: black;">因此</span>这个客户在上周联系<span style="color: black;">咱们</span>,<strong style="color: blue;">主动<span style="color: black;">需求</span>续费2021年的服务,</strong>并且<span style="color: black;">期盼</span>与<span style="color: black;">咱们</span>达成深度的战略合作伙伴关系。</span><span style="color: black;">下面是<span style="color: black;">咱们</span><span style="color: black;">tel</span>会议的一段录音。</span>
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                              <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">视频加载失败,请刷新页面再试</p><a style="color: black;"><img src="data:image/png;base64,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" style="width: 50%; margin-bottom: 20px;"> 刷新 </a>
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      <div style="color: black; text-align: left; margin-bottom: 10px;"> <a style="color: black;"> 视频详情 </a> </div>
    </div> <span style="color: black;">(客户主动<span style="color: black;">需求</span>续费「慢慢来」独立站服务)</span><span style="color: black;">要<span style="color: black;">晓得</span>这个荣泰去年年初的时候,还是一个传统的内销企业,外贸业务为零,<span style="color: black;">此刻</span>订单<span style="color: black;">已然</span>排到明年六月去了。</span><span style="color: black;"><span style="color: black;">经过</span>这个项目,我<span style="color: black;">亦</span>深刻的认知到内容营销的壁垒:</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">花的钱越多 = 创造了<span style="color: black;">更加多</span>的内容和外链 = 网站权重<span style="color: black;">提高</span> = <span style="color: black;">更加多</span>的流量以及询盘</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">成事的关键:看准了,下重注。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">独立站体系的关键还在于有<span style="color: black;">累积</span>有复利,能<span style="color: black;">作为</span>稳定支撑企业走得更远的私域流量池。</strong></span></strong></span></p><span style="color: black;">以上。</span>




情迷布拉格 发表于 2024-8-28 04:58:00

系统提示我验证码错误1500次 \~゛,

星☆雨 发表于 2024-8-28 17:10:04

你的话语如春风拂面,温暖了我的心房,真的很感谢。

听听海 发表于 2024-9-8 09:36:50

谷歌网站排名优化 http://www.fok120.com/

4zhvml8 发表于 2024-10-29 20:07:23

我赞同你的看法,你的智慧让人佩服,谢谢分享。

wrjc1hod 发表于 4 天前

你的话深深触动了我,仿佛说出了我心里的声音。
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