外贸推广:B2B平台还是外贸独立站?
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B2B平台 or 外贸独立站?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">This is a question.</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;">倘若</span>我换一种方式问你:“租房好还是买房好?”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你当然会说:“买房好,前提是得有钱买房呀。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信<span style="color: black;">非常多</span>做外贸推广的人都会面临<span style="color: black;">这般</span>的抉择,是依托B2B平台还是自建独立站引流?我<span style="color: black;">晓得</span>,纠结这个问题是<span style="color: black;">由于</span>:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRFFBRe6Dl9JfepibaAiarITwrk8KibVxQVzr7ydJ2XwW1EgVDgvs6qyoog/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上,<span style="color: black;">每一个</span>企业的营销预算都是有限<span style="color: black;">况且</span>宝贵的,<span style="color: black;">尤其</span>外贸soho或中小型企业。<span style="color: black;">因此呢</span>有这个困惑<span style="color: black;">亦</span>是非常正常的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但我只能说,<span style="color: black;">每一个</span>行业的<span style="color: black;">状况</span>都不<span style="color: black;">同样</span>,有的人依然能从平台上赚到钱,有的人做独立站<span style="color: black;">亦</span>只是干烧钱。<span style="color: black;">因此</span>脱离掉对行业、对<span style="color: black;">制品</span>、对<span style="color: black;">实质</span><span style="color: black;">状况</span>、以及操作<span style="color: black;">办法</span>对错的分析,单一地说B2B平台好还是独立站好,是非常的不负责任的。</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;">因此呢</span>,我不打算给这个问题一个绝对的答案(实在<span style="color: black;">亦</span>是<span style="color: black;">由于</span>这个问题<span style="color: black;">没法</span>拍脑袋地回答),<span style="color: black;">不外</span>我<span style="color: black;">能够</span>从B2B平台和独立站的<span style="color: black;"><strong style="color: blue;">定义、获客机制、难度、效果、花费</strong></span>这几方面跟你<span style="color: black;">一块</span>分析一下两者的优劣,<span style="color: black;">期盼</span>能够<span style="color: black;">帮忙</span>你做出最符合<span style="color: black;">实质</span><span style="color: black;">状况</span>的抉择。</span></p><span style="color: black;">01</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;">定义: 什么是B2B平台?</strong><strong style="color: blue;">什么是独立站?</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这两个看起来很白痴的问题,放在<span style="color: black;">一块</span>,事情竟然变得有点有趣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRL9T7HzZybzuGDF2xrAJdUtiaDpYm3c0JeyLiaS0zhJic5aCE1qDmtHqZw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如果<span style="color: black;">咱们</span>把B2B平台比喻成租房子的话,那独立站<span style="color: black;">便是</span>你<span style="color: black;">最终</span>买上了属于自己的房子了。</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;">倘若</span>你<span style="color: black;">亦</span>租过房,你应该明白<span style="color: black;">这儿</span>面的酸甜苦辣了。你的房东可能会规定你<span style="color: black;">不可</span>养宠物,墙上<span style="color: black;">不可</span>钻孔,看不顺眼的家具<span style="color: black;">不可</span>扔……更重点的是,你的房东可能会给你加房租!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B2B平台<span style="color: black;">亦</span><span style="color: black;">同样</span>,无论是alibaba, made in China还是global source,要在上面开店,你都必须给平台租金,<span style="color: black;">每一个</span>平台的套餐价都不<span style="color: black;">同样</span>,是选初级版还是<span style="color: black;">豪气</span>版就要看自己的钱包了。<span style="color: black;">况且</span>套餐<span style="color: black;">亦</span>不是每年固定价格的,毕竟你房东钱<span style="color: black;">不足</span>花的时候,就会想起来给你加租了。</span></p>
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<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRfkO0Psketd4sUlUOWemhr4BYj2cPibQFQ7s2lHq9zrpN1CuiaTmDicUMQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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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;">一样</span>的,<span style="color: black;">每一个</span>平台都有自己的运作规则,<span style="color: black;">倘若</span>不遵守规矩,你的房东(平台主)随时随地会赶你出门(封你店铺)。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而独立站呢,相当于你的毛坯房,想怎么装怎么装。有钱的话装得<span style="color: black;">豪气</span>点,住得舒服点。没钱的话,那……可能还不如租房。</span></p><span style="color: black;">02</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">获客机制: B2B平台、独立站分别是怎么获客的?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那搞清楚这两个概念后,你可能会说:“做B2B平台太惨了,寄人篱下,我还是要<span style="color: black;">挣钱</span>买自己的房子!”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有<span style="color: black;">这般</span>的雄心壮志是好事,但话<span style="color: black;">亦</span>不是这么说,租房<span style="color: black;">亦</span>是有租房的好处的。</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;">例如</span>你<span style="color: black;">能够</span>拎包入住,<span style="color: black;">不消</span>自己斥巨资装修,<span style="color: black;">乃至</span><span style="color: black;">不消</span>买家具(但住得好<span style="color: black;">欠好</span>就另当别论了)。更重要的是,你的阿里爸爸把潜在的<span style="color: black;">目的</span>客户都给你钓来了。(当然愿不愿上你的钩就得看你的技术了。)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRvWHWMMEUl2iaI427kC0XJ2vfQRWzA6O0Rrib3LK2dxIMYe3R1PvibKkvg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">那B2B平台到底是怎么<span style="color: black;">得到</span>这些潜在客户的呢?</span></strong></span></h3>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">1)<span style="color: black;">平台自带流量</span></strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">像 Alibaba, Made in China, Global Source这些B2B平台,<span style="color: black;">针对</span><span style="color: black;">非常多</span>外国的采购商<span style="color: black;">来讲</span>,都是耳熟能详了。</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;">因此</span>当<span style="color: black;">她们</span>想要找中国的供应商的时候,就会习惯性地打开这些网站,在网站内搜索<span style="color: black;">关联</span>的厂家。这部分<span style="color: black;">便是</span>平台自带的流量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像<span style="color: black;">咱们</span>想要买一个什么东西的时候,习惯性地打开淘宝或京东看,这些大平台<span style="color: black;">亦</span>是自带流量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但这些流量<span style="color: black;">非常多</span>时候平台不会白给租户的。想要店铺出<span style="color: black;">此刻</span>搜索结果较前的位置,你要不就给钱平台投放<span style="color: black;">宣传</span>,要不<span style="color: black;">便是</span>你的店铺做得好(<span style="color: black;">针对</span>好的定义<span style="color: black;">每一个</span>平台都有自己的标准)平台主动地把你展示到较前的位置。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">2)搜索引擎引流</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那<span style="color: black;">针对</span><span style="color: black;">哪些</span>不直接<span style="color: black;">拜访</span>这些B2B平台网站,<span style="color: black;">或</span>不<span style="color: black;">晓得</span>这些平台的采购商,alibaba这些大平台是怎么把这波客户引过来的呢?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">答案是,各大搜索引擎,例如谷歌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">假如说alibaba这些2B平台是河流的话,那谷歌这种搜索引擎<span style="color: black;">便是</span>汪洋大海。那在谷歌大海的这些客户是怎么流入alibaba这条河的呢?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有两种方式:自然搜索和<span style="color: black;">宣传</span>(以谷歌为例)。</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;">自然搜索</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自然搜索有两种<span style="color: black;">状况</span>,一种是<strong style="color: blue;">带平台品牌词的搜索</strong>,另一种是<strong style="color: blue;">不带平台品牌词的搜索</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如一个外国客户想从中国进货手表,<span style="color: black;">此时</span>候他打开google搜索,输入 alibaba watches</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRRGc6zUOurMIiah6btRGuppI1cJhk63PrHw0ibUR0fSeLFt6hoW6G5BHw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(确实有一波客户是这么搜索的,不是我瞎掰的)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接着他按回车,google就给他呈现出这些结果。黄色框的部分,<span style="color: black;">便是</span>自然搜索的结果。<span style="color: black;">而后</span>这个客户就点击这些链接进入了alibaba的网站。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRR4MWd8Ge3wicK07j6jDFseLuGkB4w2Vd1d9ibqsxbgpu5FwHyiaXgFwfsQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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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;">倘若</span>你<span style="color: black;">亦</span>是在alibaba上卖手表的,那这个客户<span style="color: black;">便是</span>alibaba帮你带来的<span style="color: black;">目的</span>客户之一了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但并不是所有采购商都会带着平台品牌词去搜索,这就<span style="color: black;">显现</span>了另一种<span style="color: black;">状况</span>了。<span style="color: black;">倘若</span>国外的采购商<span style="color: black;">无</span>搜索平台品牌词,那他有可能进入到alibaba的网站吗?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">答案是,有可能。</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;">例如</span>一个外国的采购商想从中国采购罐装封口机,然后他来到google,在搜索框里输入 Can sealing machine suppliers,按回车,他就会看到这个结果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRCW4unEcBpDaVFYialz7AAcyA8QyAJqducwdarPIIyhyUAL6VKVNK0HA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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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;">咱们</span><span style="color: black;">能够</span>看到,即使客户的搜索词里<span style="color: black;">无</span>alibaba,alibaba还是出<span style="color: black;">此刻</span>自然搜索结果的第<span style="color: black;">1、</span>第二条的位置。(上面两个是<span style="color: black;">宣传</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;">由于</span><span style="color: black;">非常多</span>时候,像alibaba这种平台网站<span style="color: black;">她们</span>在谷歌的眼里权重是比较高的(你<span style="color: black;">能够</span>理解为比较权威),当谷歌认为alibaba能够很好地<span style="color: black;">处理</span>客户的问题时(以上面的例子<span style="color: black;">来讲</span><span style="color: black;">便是</span>能<span style="color: black;">帮忙</span>客户找到罐装封口机的供应商),就会把它放在较前的自然搜索结果里。</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;">谷歌<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但有时候,谷歌相信某些网站<span style="color: black;">能够</span>比alibaba等平台更好地<span style="color: black;">处理</span>客户的问题。<span style="color: black;">此时</span>候,alibaba等平台就不会<span style="color: black;">得到</span>自然的搜索展示。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那<span style="color: black;">倘若</span>这些平台<span style="color: black;">亦</span>想抓住这波客户怎么办?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">答案<span style="color: black;">便是</span>,<span style="color: black;">她们</span>投放谷歌<span style="color: black;">宣传</span>,<span style="color: black;">经过</span>点击付费的方式让谷歌把它们的网站展示到搜索结果比较前的位置。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如,一个客户要从中国采购办公椅,他在google输入office desk China,会看到以下的搜索结果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRJycJTqhqt87pOnM4Ce6YxJsWBgCCDTUia40jLHL3gqicXTmBAjXHroJA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没错,made in China, globalsources等B2B平台大佬其实<span style="color: black;">亦</span>在跟google买流量!明白到这个道理之后,你就会理解平台<span style="color: black;">为何</span>不会平白无故地给你流量了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后你会<span style="color: black;">发掘</span>,<strong style="color: blue;"><span style="color: black;">倘若</span>alibaba这些平台要从谷歌这些搜索引擎获客的话,这些B2B平台<span style="color: black;">亦</span>相当于一个巨大的独立站。</strong>换句话<span style="color: black;">来讲</span>,<span style="color: black;">她们</span><span style="color: black;">亦</span>在用独立站的玩法获取流量!</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">那独立站又是<span style="color: black;">怎么样</span>从谷歌获客的呢?</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一样</span>的,<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">经过</span>在谷歌投放点击付费<span style="color: black;">宣传</span>(PPC),<span style="color: black;">或</span>是获取自然搜索排名的(SEO)的方式,在<span style="color: black;">目的</span>客户搜索与<span style="color: black;">咱们</span>业务<span style="color: black;">关联</span>的关键词的时候,出<span style="color: black;">此刻</span>搜索结果较前的位置,吸引<span style="color: black;">她们</span>点击进入<span style="color: black;">咱们</span>的网站。</span></p><span style="color: black;">03</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">难度:做B2B平台和独立站,哪个难度更高?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信<span style="color: black;">认识</span>完平台和独立站的获客机制之后,你<span style="color: black;">亦</span>会明白哪种<span style="color: black;">途径</span>的获客难度更高了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在鱼塘(平台)钓鱼,相较于自己在汪洋大海(google)里钓鱼,当然是鱼塘(B2B平台)看上去<span style="color: black;">更易</span>钓到鱼,<span style="color: black;">然则</span>不是大鱼就不得而知了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在汪洋大海里钓鱼,<span style="color: black;">首要</span>你要找到哪片海域比较多鱼。</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;">倘若</span>你是做ppc的话,你就要去<span style="color: black;">科研</span>搜索<span style="color: black;">那些</span>关键词的客户才是你的<span style="color: black;">目的</span>客户;<span style="color: black;">倘若</span>做seo的话,你就要去判断<span style="color: black;">那些</span>关键词排上首页的难度比较低,<span style="color: black;">那些</span>关键词有你的市场机会。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRqicq1P9htahVBkqjBOXNlI9fVSXZ1icfdWiaqZRO0MYTicbP7x9Uj8lufA/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;">但上了你的钩的鱼不<span style="color: black;">必定</span>都能被你钓上,可能会<span style="color: black;">由于</span>你动作<span style="color: black;">不足</span>快,<span style="color: black;">或</span>操作鱼竿的手法不对跑掉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">独立站<span style="color: black;">亦</span><span style="color: black;">同样</span>,进入你独立站的客户不<span style="color: black;">必定</span>都能转化。<span style="color: black;">倘若</span>你的网站是转化不了客户的,那前面的一切都是前功尽弃。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总的<span style="color: black;">来讲</span>,一个有转化力的网站 + 正确的运营手法,<span style="color: black;">才可</span><span style="color: black;">保证</span>你花最少的成本钓上大鱼。而<span style="color: black;">非常多</span>人可能<span style="color: black;">已然</span>卡死在建站<span style="color: black;">这儿</span>了,这<span style="color: black;">亦</span>是<span style="color: black;">为何</span><span style="color: black;">非常多</span>外贸人觉得做独立站很难,“闻独立站色变”的<span style="color: black;">原由</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(至于怎么搭建一个有利于转化的网站,<span style="color: black;">这儿</span><span style="color: black;">能够</span>再<span style="color: black;">插进</span>几万字了。以后再写<span style="color: black;">关联</span>的专题。)</span></p><span style="color: black;">04</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">效果:B2B平台和独立站,哪个效果更好?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前面<span style="color: black;">已然</span>说了,我不会在<span style="color: black;">无</span>任何前提背景的<span style="color: black;">状况</span>下,说B2B平台和独立站哪个效果好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但越来越多做B2B平台的人抱怨,平台的效果越来越差了。<span style="color: black;">因此</span>,<span style="color: black;">这儿</span>我想探讨<span style="color: black;">为何</span><span style="color: black;">一样</span>的<span style="color: black;">状况</span>下,平台的效果会比独立站差。<span style="color: black;">仅有</span><span style="color: black;">晓得</span>底层<span style="color: black;">规律</span>,你<span style="color: black;">才可</span><span style="color: black;">按照</span>自己的<span style="color: black;">状况</span>做出更好的抉择。</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;">一样</span>的一个客户,找<span style="color: black;">一样</span>的<span style="color: black;">制品</span>,其实他在平台浏览和在独立站浏览时,是<span style="color: black;">处在</span>两种<span style="color: black;">区别</span>的<span style="color: black;">评定</span>状态的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在平台的时候,这个客户其实是<span style="color: black;">处在</span><strong style="color: blue;">联合<span style="color: black;">评定</span></strong>的状态。而在独立站的时候,他是在<strong style="color: blue;">单独<span style="color: black;">评定</span></strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">什么意思呢?<span style="color: black;">评估</span>一个事物,<span style="color: black;">倘若</span>有<span style="color: black;">知道</span>的其它事物<span style="color: black;">能够</span>做<span style="color: black;">评估</span>,人们就会“联合<span style="color: black;">评定</span>”这两个或两个以上事物的利<span style="color: black;">坏处</span>;否则,人们就会"单独<span style="color: black;">评定</span>"。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单<span style="color: black;">来讲</span>,<span style="color: black;">便是</span><strong style="color: blue;">有对比就有<span style="color: black;">损伤</span></strong>啊!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRduhN41Nks26wbMRKnOCtg64PXsJSNfp6vaKbJ9JlqDAcaiaueRSCQFA/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;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>来听听客户在平台浏览时的内心os:“这个供应商<span style="color: black;">好似</span><span style="color: black;">能够</span>,啊不,下面这个更便宜!嗯?这个信誉度<span style="color: black;">好似</span>更高,更<span style="color: black;">靠谱</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;">而后</span>比着比着,你就被比下去了。你可能会不服气,追着客户说:“你看清楚啊,我这个质量更好啊!”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRRJ6MM4hlRk9ibhIn6qR5mESSXIZJxE9jBg04hVPhZe3Sk7C8Hfriag9Kw/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;"><span style="color: black;">欠好</span>意思,他看不见,<span style="color: black;">由于</span>在平台上,<span style="color: black;">大众</span>都长得差不多,差不多(渣)的<span style="color: black;">制品</span>图,差不多(丑)的店铺,差不多(乱)的工厂图……实在抱歉了,老铁,先广撒网发一波询盘<span style="color: black;">瞧瞧</span>哪个更合适吧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那客户进入到独立站的内心os又是<span style="color: black;">怎么样</span>的呢?</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;">因为</span>他<span style="color: black;">无</span><span style="color: black;">能够</span>比较的对象,他看到的是一<span style="color: black;">便是</span>一,二<span style="color: black;">便是</span>二。“有我要找的<span style="color: black;">制品</span>,工厂看起来<span style="color: black;">亦</span>很正规,质量应该很过关,还<span style="color: black;">能够</span>做定制,MOQ<span style="color: black;">亦</span>不高。嗯!这个供应商蛮对口的,就联系它了!”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在独立站,客户可能会360°去<span style="color: black;">评定</span>你这个供应商,但他<span style="color: black;">评定</span>的,<span style="color: black;">亦</span>只是你,<span style="color: black;">无</span>别人在干扰。</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;">倘若</span>你<span style="color: black;">认识</span>客户这两种截然<span style="color: black;">区别</span>的<span style="color: black;">评定</span>状态,你<span style="color: black;">亦</span>许就会明白<span style="color: black;">为何</span>在同等的<span style="color: black;">状况</span>下,独立站的询盘质量会比较高。(当然这还是要<span style="color: black;">创立</span>在你的独立站是一个有转化力的网站这个<span style="color: black;">基本</span>上。)</span></p><span style="color: black;">05</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;"><span style="color: black;">花费: B2B平台真的便宜吗?</span></strong><strong style="color: blue;"><span style="color: black;">独立站真的天价吗?</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我没做过平台推广,但论坛里看越来越多做B2B平台的小伙伴在抱怨,平台的收费越来越高了,<span style="color: black;">宣传</span>费、流量越来越贵了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就拿alibaba<span style="color: black;">来讲</span>,我<span style="color: black;">认识</span>到<span style="color: black;">倘若</span>买最<span style="color: black;">基本</span>的29800套餐,做下来一年<span style="color: black;">亦</span>要花10来w,<span style="color: black;">况且</span>询盘质量<span style="color: black;">亦</span>不高。其实这<span style="color: black;">亦</span>是正常现象,毕竟红利期<span style="color: black;">已然</span>过去了,流量获取成本越来越高了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那做独立站真的是天价吗?以我帮客户做了几十个外贸网站的经验来看,但凡是有<span style="color: black;">必定</span>的行业<span style="color: black;">需要</span>,竞争不是过分激烈的行业,一年投入15w(<span style="color: black;">包含</span>建站和<span style="color: black;">宣传</span>运营<span style="color: black;">花费</span>)<span style="color: black;">亦</span>能取得较好的<span style="color: black;">报答</span>了。(但还要<span style="color: black;">详细</span>行业<span style="color: black;">详细</span>分析。)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实<span style="color: black;">非常多</span>时候贵不贵<span style="color: black;">不可</span>只看表面的数字,更重要的是投入产出。<span style="color: black;">倘若</span>投入十几万,能给你钓上一个大客户,那基本上就赚了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只是做独立站这事还是有<span style="color: black;">必定</span>的技能门槛的,<span style="color: black;">况且</span>外包会有<span style="color: black;">非常多</span>坑。(<span style="color: black;">这儿</span><span style="color: black;">能够</span>再<span style="color: black;">插进</span>1w字了。)但记住,<span style="color: black;">哪些</span><span style="color: black;">无</span>做任何调研,对你的行业,你的<span style="color: black;">状况</span>一无所知就给你<span style="color: black;">出招</span>、给你承诺的<span style="color: black;">机构</span>,<span style="color: black;">能够</span>直接让它出门转左,再<span style="color: black;">亦</span>不见了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">
<img src="https://mmbiz.qpic.cn/mmbiz_png/yp81OlE7omm9gUmWEQ6gvM5PpCtfuWRROc1jMBuibWNC7npJMUiacr0P69micov1Bm1F3pHg5Hic18ueXc4JezQG1A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
</span></p><span style="color: black;">06</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再啰里吧嗦一下</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论做什么都要有自己的判断,不要别人说哪个平台,<span style="color: black;">或</span>独立站好,就屁颠屁颠地跟着去做。<span style="color: black;">每一个</span>行业的<span style="color: black;">情况</span>不<span style="color: black;">同样</span>,<span style="color: black;">每一个</span>企业的资源<span style="color: black;">亦</span><span style="color: black;">区别</span>,不要只看到别人的结果,而不<span style="color: black;">思虑</span>其它前提<span style="color: black;">原因</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我虽然是做独立站策划推广的,但我<span style="color: black;">亦</span>不会一味让<span style="color: black;">每一个</span>人去做独立站,毕竟每样事物都有其存在的<span style="color: black;">恰当</span>性,<span style="color: black;">亦</span>不是所有<span style="color: black;">制品</span>都适合做独立站推广。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后,我觉得做决定之前最好还是找专业的人,说明<span style="color: black;">详细</span>的行业、<span style="color: black;">制品</span>,让他帮你调研清楚再做定断。</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;">期盼</span>啰嗦了<span style="color: black;">那样</span>多对你们有<span style="color: black;">帮忙</span>:)</span></p>
回顾历史,我们感慨万千;放眼未来,我们信心百倍。
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