案例分析：蓝樽咖啡的营销策略—教育用户
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡营销案例中，<span style="color: black;">每一个</span>环节都围绕着“教育用户”，即无论你<span style="color: black;">是不是</span>会<span style="color: black;">作为</span>它的顾客，它都为你创造价值。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJDUIgERwpi~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=jH264FRZC1KBSWb2mCWDCYC6wCg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在过去的17年里，蓝樽咖啡（Blue Bottle Coffee）<span style="color: black;">已然</span>从一家咖啡馆摇身一变<span style="color: black;">作为</span>了一个非常成功的电商品牌、一个专业咖啡市场的领导者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在第三波咖啡运动之后，蓝樽咖啡<span style="color: black;">针对</span>其<span style="color: black;">鲜嫩</span>、高质量咖啡豆和严格冲泡<span style="color: black;">办法</span>的承诺<span style="color: black;">已然</span>是咖啡馆的标配。但从咖啡馆到社交<span style="color: black;">媒介</span>流畅的品牌体验和<span style="color: black;">她们</span>的网站，仍然使蓝樽咖啡脱颖而出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这篇<span style="color: black;">文案</span>中，<span style="color: black;">咱们</span>将<span style="color: black;">认识</span>蓝樽咖啡的内容营销策略是<span style="color: black;">怎样</span><span style="color: black;">经过</span>社交<span style="color: black;">媒介</span><span style="color: black;">宣传</span>展示<span style="color: black;">制品</span>价值，以及蓝樽咖啡的购买体验是<span style="color: black;">怎样</span><span style="color: black;">帮忙</span>顾客找到满足其<span style="color: black;">需要</span>的完美<span style="color: black;">制品</span>的。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>用精妙的内容营销<span style="color: black;">提高</span>品牌价值</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>最早风靡电商市场的专业咖啡品牌之一，蓝樽咖啡<span style="color: black;">认识</span>到顾客<span style="color: black;">针对</span>专业且实用的<span style="color: black;">制品</span>知识的<span style="color: black;">需要</span>。<span style="color: black;">她们</span>需要<span style="color: black;">帮忙</span>消费者<span style="color: black;">认识</span>蓝樽咖啡<span style="color: black;">制品</span>的价值，并创造出对当时还不<span style="color: black;">那样</span>流行的咖啡的<span style="color: black;">需要</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡以此确立了自己的市场地位。<span style="color: black;">然则</span>随着市场的扩大，<span style="color: black;">此刻</span>的竞争比当时激烈了<span style="color: black;">非常多</span>。为了保持自己的地位，蓝樽咖啡优化了在线内容，<span style="color: black;">保证</span>在搜索中有一个较高的排名，并且能与顾客产生共鸣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">实现这个<span style="color: black;">目的</span>的<span style="color: black;">办法</span>有<span style="color: black;">非常多</span>，有一种是采用强硬的、有针对性的搜索引擎优化策略，侧重于向读者传播<span style="color: black;">相关</span>咖啡的知识（即便顾客不买<span style="color: black;">她们</span>的咖啡，<span style="color: black;">她们</span><span style="color: black;">亦</span>能以巧妙的方式展示自己的<span style="color: black;">制品</span>），并针对特定的搜索意图<span style="color: black;">供给</span><span style="color: black;">仔细</span>的教程。这<span style="color: black;">帮忙</span>蓝樽咖啡在<span style="color: black;">非常多</span><span style="color: black;">关联</span>关键词的搜索中都出<span style="color: black;">此刻</span>顶部位置。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">她们</span>的教程经常被谷歌做成卡片放在<span style="color: black;">举荐</span>位。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJDmEITG5Ci~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=%2B0s0Y44r75GScz11UKjzgPL9riE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡的法式压滤教程被谷歌做成卡片放在<span style="color: black;">举荐</span>位）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">她们</span>的内容被做成卡片放在<span style="color: black;">举荐</span>位上，<span style="color: black;">这般</span>当一个潜在顾客搜索法式压滤教程的时候，就会最先看到它。<span style="color: black;">按照</span>Keywords Everywhere（一个<span style="color: black;">跟踪</span>关键词或问题的估计搜索量的工具）的数据，<span style="color: black;">每一个</span>月搜索量达到260次。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当有人点击教程<span style="color: black;">认识</span><span style="color: black;">更加多</span>信息时，蓝樽咖啡会带领<span style="color: black;">她们</span><span style="color: black;">认识</span><span style="color: black;">选取</span>一杯心仪的法式压滤咖啡的过程——当然，<span style="color: black;">她们</span>会用<span style="color: black;">美丽</span>的<span style="color: black;">照片</span>展示自己的<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你把教程分成几个部分，就会<span style="color: black;">发掘</span>其中有<span style="color: black;">非常多</span>巧妙的营销技巧。蓝樽咖啡的网站从一个用于收集<span style="color: black;">拜访</span>者电子邮箱<span style="color: black;">位置</span>的表单<span style="color: black;">起始</span>：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJE06QQt1Ci~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=RJW8cZQC8dcwK7f3hviauruVIYI%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">她们</span>向顾客<span style="color: black;">供给</span><span style="color: black;">更加多</span>的信息和<span style="color: black;">方便</span>的<span style="color: black;">制品</span>购买方式，用来换取顾客的邮箱<span style="color: black;">位置</span>。这是把顾客加入到<span style="color: black;">她们</span>的“用户电子邮件培养计划”中的一个简单<span style="color: black;">办法</span>。<span style="color: black;">而后</span>，<span style="color: black;">她们</span>会询问顾客<span style="color: black;">更加多</span><span style="color: black;">相关</span><span style="color: black;">她们</span>以前尝试过的咖啡的信息。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJEECKdxSKo~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=RE3xrGVpJ%2BBLiCYurnI7JX%2B60wg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">选取</span>咖啡豆或咖啡粉将决定教程的内容类型）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>做能<span style="color: black;">帮忙</span>蓝樽咖啡为顾客<span style="color: black;">供给</span>最佳的过程体验。教程会<span style="color: black;">按照</span><span style="color: black;">她们</span>的<span style="color: black;">选取</span><span style="color: black;">供给</span>定制化的内容。以下是顾客<span style="color: black;">选取</span>咖啡豆时看到的内容：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJET6EykIzs~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=AymIwfIKUwJkqcyfNq%2FJX%2BHBtnw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡<span style="color: black;">供给</span>咖啡冲泡<span style="color: black;">办法</span>、所需工具、冲泡时间的<span style="color: black;">关联</span>背景知识）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">右上角“你将需要”的部分直接链接到蓝樽咖啡网站上的几个<span style="color: black;">区别</span><span style="color: black;">制品</span>。这份教程不仅是蓝樽咖啡把正确的冲泡<span style="color: black;">办法</span>教给顾客的机会，<span style="color: black;">亦</span>是<span style="color: black;">她们</span>展示<span style="color: black;">制品</span>的机会。</p><img src="https://p26-sign.toutiaoimg.com/pgc-image/RPgaJUQUR9C8H~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=ShjQTs1D2KS1pujVxjRfhAQb5hM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">每一个</span><span style="color: black;">过程</span>都<span style="color: black;">包括</span>了知识性的内容和<span style="color: black;">关联</span><span style="color: black;">制品</span>的链接）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">教程的<span style="color: black;">每一个</span><span style="color: black;">过程</span>都由简短的过程说明和图像<span style="color: black;">构成</span>，图像当然是蓝樽咖啡<span style="color: black;">制品</span>清晰的特写照片。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJUgHMixrmQ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=%2Be3zA9jNwW4dZVTK0meTo59j6ho%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡在侧栏放上了<span style="color: black;">关联</span><span style="color: black;">制品</span><span style="color: black;">举荐</span>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">借助对顾客所需<span style="color: black;">制品</span>的<span style="color: black;">注重</span>，蓝樽咖啡强化了他对顾客的价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">六步教程结束之后，读者将学会<span style="color: black;">怎样</span>冲泡一杯美味的法式压滤咖啡并<span style="color: black;">认识</span>其所需的蓝樽咖啡<span style="color: black;">制品</span>。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，蓝樽咖啡<span style="color: black;">保准</span>了内容才是最<span style="color: black;">重点</span>的。虽然<span style="color: black;">她们</span><span style="color: black;">亦</span>展示了自己的<span style="color: black;">制品</span>，但<span style="color: black;">她们</span>在<span style="color: black;">教育</span>过程中并<span style="color: black;">无</span>直接<span style="color: black;">营销</span><span style="color: black;">制品</span>。重点还是<span style="color: black;">保存</span>在教程上，这<span style="color: black;">亦</span>是顾客的搜索意图。请记住：人们从谷歌点进这份教程并不是想要购买蓝樽咖啡<span style="color: black;">制品</span>的，<span style="color: black;">她们</span>是想学习<span style="color: black;">怎样</span>冲泡一壶法式压滤咖啡。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅有</span>在<span style="color: black;">全部</span>教程结束之后，蓝樽咖啡才<span style="color: black;">起始</span><span style="color: black;">她们</span>的<span style="color: black;">营销</span>。<span style="color: black;">她们</span>的每份教程都以一个简单的行动指引结束：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJUt8C8pzAx~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=EtoepwBFkOtgyTsLV2mcJEI%2BJqY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（阅读完之后才<span style="color: black;">显现</span>的行动指引让顾客更有可能点进去）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡的教程是一次令人赞叹的内容营销——<span style="color: black;">她们</span><span style="color: black;">同期</span>做到了介绍知识和展示<span style="color: black;">制品</span>，让顾客觉得蓝樽咖啡是一家一站式购买所有咖啡<span style="color: black;">相关</span>商品的商店。蓝樽咖啡的搜素排名<span style="color: black;">亦</span>很高，<span style="color: black;">由于</span><span style="color: black;">她们</span>专注于<span style="color: black;">供给</span><span style="color: black;">营销</span>以外的高质量内容，并且从内容构建上<span style="color: black;">便是</span>以满足特定的搜索意图为目的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">根据</span>这份教程，潜在顾客能成功冲泡出一杯美味的咖啡。<span style="color: black;">她们</span>会觉得是蓝樽咖啡的教程给<span style="color: black;">她们</span>带来了这种成就感。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>用简单的<span style="color: black;">宣传</span>设计展示<span style="color: black;">制品</span>价值</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不管你是在阅读<span style="color: black;">她们</span>的教程还是<span style="color: black;">光临</span><span style="color: black;">她们</span>的咖啡店，<span style="color: black;">或</span>你只是在网上看到了一个蓝樽咖啡的<span style="color: black;">宣传</span>——此时，你<span style="color: black;">已然</span>接触到这个品牌了。蓝樽咖啡的极简主义美学让人一眼就<span style="color: black;">重视</span>到它，并且<span style="color: black;">她们</span>还<span style="color: black;">经过</span>社交<span style="color: black;">媒介</span><span style="color: black;">宣传</span><span style="color: black;">持续</span>地强化印象。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡的<span style="color: black;">宣传</span>中很少有人的形象<span style="color: black;">显现</span>。<span style="color: black;">她们</span>专注于<span style="color: black;">制品</span>、咖啡和<span style="color: black;">她们</span><span style="color: black;">举荐</span>的冲泡<span style="color: black;">办法</span>。<span style="color: black;">咱们</span><span style="color: black;">能够</span>从下面这一则在Facebook上循环推送的<span style="color: black;">宣传</span>中看出这一点：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJV65RubFxy~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=qCO3tBcHIH9qK%2FMFhyLVKtINyDU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（一则蓝樽咖啡入门组合的<span style="color: black;">宣传</span>的两个<span style="color: black;">区别</span>窗格）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这四个窗格的Facebook<span style="color: black;">宣传</span>中，蓝樽咖啡展示了<span style="color: black;">她们</span>的入门组合中<span style="color: black;">包括</span>的<span style="color: black;">制品</span>——购买蓝樽咖啡<span style="color: black;">举荐</span>的入门组合能更好地理解蓝樽咖啡的冲泡理念。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJVSBRnYmM7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=LQvlME7ObYq3lty0qbPVZQf6Ur8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">第1</span>个窗格中，蓝樽咖啡向顾客展示了咖啡滤杯和滤纸。第二个窗格展示了咖啡豆（并<span style="color: black;">显现</span>了<span style="color: black;">她们</span>的电子秤的低调身影）。在第三个窗格，顾客看到了<span style="color: black;">运用</span>这些<span style="color: black;">制品</span>冲泡出来的一杯咖啡。<span style="color: black;">每一个</span>部分都符合你对蓝樽咖啡的极简主义设计美学的印象，<span style="color: black;">乃至</span><span style="color: black;">包含</span>倒咖啡豆的人的淡蓝色衬衣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然顾客<span style="color: black;">能够</span>随时点进去<span style="color: black;">认识</span><span style="color: black;">更加多</span>信息，但蓝樽咖啡<span style="color: black;">运用</span>了第四个窗格<span style="color: black;">做为</span>一个简单的行动指引，鼓励顾客<span style="color: black;">认识</span><span style="color: black;">更加多</span>内容。这则付费<span style="color: black;">宣传</span>的内容在向顾客讲述和解释蓝樽咖啡入门组合中<span style="color: black;">包括</span>的每件<span style="color: black;">制品</span>的<span style="color: black;">功效</span>和价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡的其他<span style="color: black;">宣传</span><span style="color: black;">亦</span><span style="color: black;">一样</span>关注<span style="color: black;">制品</span>和价值：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJpC6V6GA7N~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=eQ4xy%2BvhV2TbBNvSWejF5eFzUnY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡介绍<span style="color: black;">区别</span>冲泡<span style="color: black;">办法</span>的<span style="color: black;">宣传</span>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这两则<span style="color: black;">宣传</span>都关注于冲泡美味咖啡的工具。左边的<span style="color: black;">宣传</span>上是一个法压壶，右边<span style="color: black;">宣传</span>上是一个倒了咖啡的滴滤杯。两则<span style="color: black;">宣传</span>都<span style="color: black;">显示</span>了蓝樽咖啡对制作更好的咖啡的看法——顾客需要合适的工具<span style="color: black;">才可</span>冲泡出满意的咖啡。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">并且，文案还讲述了一个蓝樽咖啡<span style="color: black;">制品</span>能给你带来什么的美好故事。蓝樽咖啡为<span style="color: black;">每一个</span>人<span style="color: black;">供给</span>专业级别的咖啡，让<span style="color: black;">她们</span>的潜在顾客<span style="color: black;">能够</span>享受美好的早晨。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>专注于展示其<span style="color: black;">制品</span>价值和制作完美咖啡的过程，蓝樽咖啡完<span style="color: black;">成为了</span><span style="color: black;">她们</span>想要<span style="color: black;">供给</span>专业知识内容、培养明智顾客<span style="color: black;">基本</span>的价值理念。正是<span style="color: black;">她们</span>流畅的体验和严格<span style="color: black;">掌控</span>的设计美学，<span style="color: black;">保证</span>顾客将蓝樽咖啡品牌与高品质咖啡联系在<span style="color: black;">一块</span>。蓝樽咖啡在顾客体验的每一处细节上<span style="color: black;">持续</span>展示<span style="color: black;">她们</span>的<span style="color: black;">制品</span>和内容的价值。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3、</span>用购买体验巩固关系</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡把顾客在<span style="color: black;">她们</span>的网站上购买咖啡<span style="color: black;">亦</span>做<span style="color: black;">成为了</span>一种知识体验。<span style="color: black;">制品</span>页面和购买流程旨在强化蓝樽咖啡在<span style="color: black;">鲜嫩</span>度和正确冲泡<span style="color: black;">办法</span>上的理念，引导顾客的购买，并始终创造最佳的体验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在商店的主页面上，蓝樽咖啡为顾客<span style="color: black;">供给</span>了<span style="color: black;">非常多</span>选项，其中最<span style="color: black;">明显</span>的<span style="color: black;">便是</span>入门组合。<span style="color: black;">她们</span><span style="color: black;">亦</span><span style="color: black;">举荐</span>了预磨咖啡粉和家庭咖啡订购服务。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJpSAUhYSLD~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=erL9faNYEHXOhpbka8bN3Oc62bQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡商店主页的<span style="color: black;">举荐</span>选项）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡首推了<span style="color: black;">哪些</span><span style="color: black;">针对</span>顾客和<span style="color: black;">她们</span><span style="color: black;">自己</span>都有很高价值的<span style="color: black;">制品</span>，尤其是入门组合和订购服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）入门组合：价值100美元，<span style="color: black;">显示</span>顾客高层次的投入<span style="color: black;">需要</span>——他愿意为蓝樽咖啡的咖啡和冲泡工具支付额外<span style="color: black;">花费</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）家庭咖啡订购：订购的方式<span style="color: black;">显示</span>顾客会<span style="color: black;">保持</span>购买更长的时间。这是一个<span style="color: black;">加强</span>留存率和忠诚度的好<span style="color: black;">办法</span>。对蓝樽咖啡<span style="color: black;">来讲</span>，顾客<span style="color: black;">选取</span>订购方式<span style="color: black;">亦</span>是<span style="color: black;">提高</span>生命周期价值并提前确定了稳定收入的一种方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>顾客并<span style="color: black;">无</span><span style="color: black;">选取</span>这两种选项，<span style="color: black;">她们</span><span style="color: black;">亦</span><span style="color: black;">能够</span>滚动查看<span style="color: black;">更加多</span>的蓝樽咖啡<span style="color: black;">制品</span>，<span style="color: black;">例如</span><span style="color: black;">她们</span>丰富的咖啡品种。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJpfC39Zz8G~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=joe73%2F9DVuKjKAMMKLNoqgrFg%2FQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡<span style="color: black;">明显</span>了<span style="color: black;">每一个</span><span style="color: black;">制品</span>的名<span style="color: black;">叫作</span>、简短描述和价格）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些<span style="color: black;">制品</span>卡片占据了很少的位置，却能为顾客<span style="color: black;">供给</span><span style="color: black;">海量</span>的信息。顾客从而<span style="color: black;">能够</span>更<span style="color: black;">容易</span>地继续滚动浏览<span style="color: black;">更加多</span>可能的<span style="color: black;">选取</span>，而<span style="color: black;">不消</span>点进网页查看。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点进一个<span style="color: black;">制品</span>，顾客看到的<span style="color: black;">亦</span>是一个相当简洁的<span style="color: black;">制品</span>页面：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJpsCvM2fg4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=a2n05ZMkOhU7g0l%2BHWMOM11Wwyg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（一个标准的蓝樽咖啡<span style="color: black;">举荐</span>选项）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">顾客<span style="color: black;">能够</span><span style="color: black;">选取</span>处理方式、包装尺寸和数量，这些都是购买咖啡时会遇到的常规<span style="color: black;">选取</span>。蓝樽咖啡还<span style="color: black;">供给</span>了另一个<span style="color: black;">选取</span>“订购，每包可省下1-3美元”。<span style="color: black;">她们</span><span style="color: black;">经过</span>向顾客展示平均节省金额的方式来推广订购服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">订购服务是互惠互利的：顾客<span style="color: black;">能够</span>节约购买成本，蓝樽咖啡<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">得到</span>可预测的收入<span style="color: black;">源自</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">选取</span>订购选项后会进入到另一个页面，顾客<span style="color: black;">能够</span><span style="color: black;">选取</span>满足<span style="color: black;">她们</span>特定<span style="color: black;">需要</span>的选项。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaJq4IJuhyPU~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=B4zNaSfliYOTeMLsycVFEAGtK%2B8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（咖啡订购服务需要顾客<span style="color: black;">供给</span>频率方面的额外信息）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡<span style="color: black;">经过</span><span style="color: black;">供给</span>容易理解的选项，成功地引导顾客完成订购过程。<span style="color: black;">她们</span>减少了可能存在的误解，并<span style="color: black;">帮忙</span>顾客<span style="color: black;">选取</span>满足<span style="color: black;">她们</span>特定<span style="color: black;">需要</span>的订购选项。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">即使在<span style="color: black;">这儿</span>，你<span style="color: black;">亦</span><span style="color: black;">能够</span>看到蓝樽咖啡<span style="color: black;">针对</span>知识内容的执着。<span style="color: black;">经过</span>用通俗的语言描述包装尺寸选项，顾客学习了<span style="color: black;">怎样</span>用煮好的咖啡的量来形容咖啡豆或咖啡粉的量。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPgaK7g7dck0s7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725958497&x-signature=4W1gfObv194uN9KE20ykuJgQztU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（蓝樽咖啡的订购量取决于包装尺寸和运送频率）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">顾客订购计划的定制完成后，蓝樽咖啡和顾客之间的关系又更进了一步。顾客的忠诚度<span style="color: black;">加强</span>了，还可能<span style="color: black;">作为</span>品牌的拥护者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡<span style="color: black;">创立</span>了一个专注于<span style="color: black;">鲜嫩</span>烘焙咖啡和合适冲泡方式的品牌。<span style="color: black;">她们</span>用购物体验<span style="color: black;">持续</span>强化这个<span style="color: black;">目的</span>。购买过蓝樽咖啡<span style="color: black;">制品</span>的顾客会理解<span style="color: black;">她们</span>的价值，并愿意为此付出高价。正是这种投入<span style="color: black;">帮忙</span><span style="color: black;">她们</span>品牌在如今直接面对顾客的咖啡市场的激烈竞争中保持地位。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span>要点总结</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡是市场上最受欢迎的电商咖啡品牌之一。<span style="color: black;">她们</span><span style="color: black;">已然</span>巩固了在咖啡教程和咖啡质量上的领导地位。<span style="color: black;">这般</span><span style="color: black;">她们</span>品牌才能在<span style="color: black;">持续</span>扩张的咖啡产业中<span style="color: black;">连续</span>增长。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 找准定位</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在专业咖啡的竞争市场中，蓝樽咖啡很清楚<span style="color: black;">她们</span>的位置。你需要<span style="color: black;">晓得</span>自己的<span style="color: black;">机构</span><span style="color: black;">初期</span>在市场上取得成功的<span style="color: black;">地区</span>。蓝樽咖啡的知识性内容和一致的品牌标识<span style="color: black;">帮忙</span>它从拥挤的市场中脱颖而出。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. 用内容营销展现价值</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡从一<span style="color: black;">起始</span>就利用内容营销<span style="color: black;">创立</span><span style="color: black;">她们</span>的品牌。当你处在一个需要专业知识和明智的顾客的市场时，人们对品牌的信任至关重要。蓝樽咖啡<span style="color: black;">经过</span>优化它的教程，让<span style="color: black;">更加多</span>人接触到自己的品牌并<span style="color: black;">创立</span>了信任。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. 用巧妙的<span style="color: black;">宣传</span>强化品牌信息</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡的设计美学是不可否认的，<span style="color: black;">况且</span>它非常容易识别。<span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>与你的网站、你的实体店铺、你的内容风格匹配，它们会营造一种统一感，巩固你的品牌理念。<span style="color: black;">因此呢</span>，顾客总是能<span style="color: black;">重视</span>到你的<span style="color: black;">机构</span>并理解你们的价值。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">4. 顾客忠诚度是一股强大的动力</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">让你的顾客变得更聪明。蓝樽咖啡的知识性内容吸引潜在顾客<span style="color: black;">拜访</span><span style="color: black;">机构</span>网站，<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">帮忙</span>现有顾客更深入地<span style="color: black;">认识</span><span style="color: black;">她们</span>的<span style="color: black;">制品</span>。接触品牌的顾客越多，<span style="color: black;">她们</span>就越有可能再次购买你的<span style="color: black;">制品</span>，并<span style="color: black;">举荐</span>给<span style="color: black;">她们</span>的<span style="color: black;">伴侣</span>。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">5. 把内容穿插在<span style="color: black;">全部</span>体验中</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蓝樽咖啡的购买体验<span style="color: black;">帮忙</span>顾客<span style="color: black;">容易</span>找到<span style="color: black;">她们</span>需要的<span style="color: black;">制品</span>之后，还会继续<span style="color: black;">供给</span>知识内容。顾客在蓝樽咖啡的引导下找到<span style="color: black;">制品</span>后，购物车和结账环节还会弹出<span style="color: black;">相关</span>咖啡的有用信息，<span style="color: black;">她们</span>自始至终在<span style="color: black;">帮忙</span>人们<span style="color: black;">作为</span>更明智的消费者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">原作者：Sam Hollis</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">原文链接：</p>https://jilt.com/blog/blue-bottle-coffee-content-education/
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">翻译：「即能」小程序，公众号：「即能学习」，做互联网和创业者者<span style="color: black;">爱好</span>的内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @即能 翻译发布于人人都是<span style="color: black;">制品</span>经理，未经许可，禁止转载</p>
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