企业诊断：外贸营销怎么样突破B2B平台的枷锁
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/nf31t2PGnMlv1rHkiaG74JrP03g8trV7P7icrtNajRZyqXpDCZGJQf2IrbQsSjzq1fFTSiazZBr9KdbMntENx6icpQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">上周五第三十九期环球实战学院</span><span style="color: black;">《N+1网络营销实战》</span><span style="color: black;">培训结束，<span style="color: black;">非常多</span>学员企业都是做了阿里巴巴B2B平台好<span style="color: black;">数年</span>，<span style="color: black;">有些</span>企业开了好几个阿里巴巴账号，投入了<span style="color: black;">海量</span>的人力进行账号的<span style="color: black;">守护</span>，但效果却越来越差，都<span style="color: black;">期盼</span>寻找新的出路。本文给<span style="color: black;">大众</span>分享的是一家比较典型的做阿里巴巴B2B平台遇到瓶颈的企业，<span style="color: black;">怎样</span><span style="color: black;">经过</span>官网营销来寻找新的突破。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">企业诊断</strong></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;">诊断企业：</span><span style="color: black;">上品家具</span></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;">沟通对象：</span>老板和外贸团队 </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;">企业背景：</span><span style="color: black;">是做商用家具的，<span style="color: black;">重点</span>应用于餐厅、办公室（休闲区），<span style="color: black;">重点</span>做贸易为主；</span></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;">客户<span style="color: black;">状况</span>：</span><span style="color: black;"><span style="color: black;">机构</span>的<span style="color: black;">制品</span><span style="color: black;">重点</span>是面向企业和批发商，不做零售的；</span></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;">市场<span style="color: black;">状况</span>：</span><span style="color: black;">有做过美国、印度、澳大利亚等海外国家的单，近期准备到印度参展，<span style="color: black;">由于</span>在印度有不少成交客户；</span></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;">新客户的<span style="color: black;">源自</span><span style="color: black;">途径</span>：</span><span style="color: black;">新客户都是<span style="color: black;">经过</span>网上而来的，<span style="color: black;">无</span>线下的实体店，<span style="color: black;">重点</span>做的平台是阿里巴巴，<span style="color: black;">已然</span>在上面开了有7、8家店，是非常依赖阿里巴巴平台的，国内曾经做过百度推广，效果<span style="color: black;">不良</span>，投入<span style="color: black;">海量</span>金钱精力却回收很少；</span></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;">接单的模式：</span><span style="color: black;">都是网上咨询而来的，邀约到线下见面，<span style="color: black;">而后</span>再促成交易单；</span></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;">团队<span style="color: black;">状况</span>：</span><span style="color: black;">阿里巴巴的每家店都有专门的人在运营，国内和国外的业务员<span style="color: black;">一块</span>有十几人，<span style="color: black;">另一</span>有专门负责运营推广2人，美工1人，客服1人，团队比较完善的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">企业的困惑：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、近几年<span style="color: black;">机构</span>做阿里巴巴的业绩<span style="color: black;">增多</span>率大不如前，越来越<span style="color: black;">欠好</span>做；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、以前基本是不做零售单，而<span style="color: black;">日前</span>阿里巴巴<span style="color: black;">调节</span>了游戏规则，相当于要往B2C这方面来转型，<span style="color: black;">因此</span><span style="color: black;">日前</span>在转型的过程中感觉到难以<span style="color: black;">调节</span>，不<span style="color: black;">晓得</span>未来<span style="color: black;">机构</span>的发展到底是做哪<span style="color: black;">一起</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、做的网络推广实在太多了，投入大却<span style="color: black;">无</span><span style="color: black;">报答</span>，很丧失<span style="color: black;">自信心</span>，<span style="color: black;">亦</span>不<span style="color: black;">晓得</span>这个网络推广到底该怎么做，之前做过建站，做了<span style="color: black;">非常多</span>年<span style="color: black;">亦</span>没什么效果；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、<span style="color: black;">日前</span>自己做的家具<span style="color: black;">制品</span>返单率低，基本很少有回头客，<span style="color: black;">况且</span><span style="color: black;">本来</span>的客户还有<span style="color: black;">非常多</span>售后问题。</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;">何老师痛点分析：</span></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;">1、官网定位不<span style="color: black;">知道</span>，不<span style="color: black;">晓得</span><span style="color: black;">到底</span>做一站式服务还是标准化<span style="color: black;">制品</span>；</span></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;">2、<span style="color: black;">日前</span>做的中文网站内容不行，没<span style="color: black;">表现</span>工厂实力和定制化服务，引进来的流量都跑掉了；</span></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;">3、虽然是<span style="color: black;">经过</span>网络营销起家，但做的都是<span style="color: black;">途径</span> ，<span style="color: black;">无</span>沉淀，<span style="color: black;">况且</span>太过依赖平台，<span style="color: black;">无</span><span style="color: black;">认识</span>将平台<span style="color: black;">或</span>其他<span style="color: black;">途径</span>的流量引进自己的官网来。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">何老师<span style="color: black;">意见</span>：</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;">1、官网定位：</span></strong><span style="color: black;">做一站式的服务，<span style="color: black;">供给</span>全面的设计、生产等，而不单单<span style="color: black;">供给</span>产品<span style="color: black;">罢了</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、<span style="color: black;">制品</span>业务模式分为两条线</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）做标准化<span style="color: black;">制品</span>，打造一个爆款单品，将这款<span style="color: black;">制品</span>性价比做到极致，再把<span style="color: black;">营销</span>做大。</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;">能够</span>采用以下两种<span style="color: black;">办法</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">A、先做数据分析，找行业的一级痛点，做一款<span style="color: black;">制品</span>来<span style="color: black;">处理</span>这个痛点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B、招代理商，虽然减少了利润空间，<span style="color: black;">然则</span><span style="color: black;">能够</span>快速将<span style="color: black;">途径</span>大面积拓宽。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<span style="color: black;">供给</span>一站式配套服务，<span style="color: black;">做为</span><span style="color: black;">将来</span>官网上主推的服务；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一站式的配套服务，核心是把<span style="color: black;">全部</span>服务流程理顺，<span style="color: black;">保准</span>整体的服务质量，这个需要在网站上创建一个<span style="color: black;">处理</span><span style="color: black;">方法</span>的栏目，把<span style="color: black;">全部</span>服务流程说清楚，<span style="color: black;">处理</span>客户咨询时候的顾虑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、<span style="color: black;">创立</span>品牌营销型官网</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网站的内容中资料需要重新整理，里面的工厂图要重新拍摄，多<span style="color: black;">供给</span><span style="color: black;">有些</span>客户合作案例放到网上，图文结合，将页面打造的更丰富些；<span style="color: black;">能够</span>拍一个企业宣传片，<span style="color: black;">经过</span>视频方式很好的展示企业实力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、拓宽<span style="color: black;">途径</span>，做品牌沉淀</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SEO、社媒、SEM付费<span style="color: black;">宣传</span>都要全面铺开来做，能<span style="color: black;">保证</span>用户能在网上无论<span style="color: black;">经过</span>何种<span style="color: black;">途径</span>都能搜索到自己的<span style="color: black;">机构</span>网站，要将所有<span style="color: black;">途径</span>的内容引进到官网上，从而产生询盘，<span style="color: black;">得到</span>订单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">诊断总结</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流量是多样化的，做外贸除了阿里巴巴的B2B平台这个<span style="color: black;">途径</span>之外，还<span style="color: black;">能够</span>利用官网进行品牌沉淀和推广，先把官网做好，再<span style="color: black;">经过</span>SEO、谷歌<span style="color: black;">宣传</span>和社交<span style="color: black;">媒介</span>这些<span style="color: black;">途径</span>进行推广，谷歌<span style="color: black;">宣传</span>能最快给网站带来转化，<span style="color: black;">倘若</span>你想网站做好之后，想立刻有转化，<span style="color: black;">那样</span>做Google<span style="color: black;">宣传</span>最合适。社媒引流<span style="color: black;">重点</span>以吸引粉丝为<span style="color: black;">重点</span>工作，<span style="color: black;">经过</span>运营Facebook的主页，把<span style="color: black;">照片</span>及视频内容做好，再<span style="color: black;">经过</span>一些Facebook的付费<span style="color: black;">宣传</span>扩大用户群，吸引对这些内容感兴趣的用户过来点赞，把粉丝<span style="color: black;">经过</span>内容<span style="color: black;">守护</span>起来，再进一步引流到网站上去做转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在过去的几年中，<span style="color: black;">咱们</span>团队利用这一套打法<span style="color: black;">帮忙</span><span style="color: black;">非常多</span>客户进行推广，以SEO为<span style="color: black;">基本</span>，以谷歌<span style="color: black;">宣传</span>引成交，以社交为品牌窗口，引进用户，过滤并沉淀出有效用户，再让用户驱动站点的SEO，并分享出网站的内容，以此形成循环，效果巨大。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/wyice8kFQhf5geQK3gu2FUugjB8iaSGpjOakn10ODqnnrL85qpRbIIf0pKGdCjfYf9tHBwlPiaAXs0BO2ib6W54p2Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">想学习<span style="color: black;">更加多</span>的专业技巧吗？请点击以下链接：</strong></span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">扫一扫，加助教<span style="color: black;">微X</span>号报名</strong></span></span></p>
同意、说得对、没错、我也是这么想的等。
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