单日爆单百万，搜索排名上涨3万位次，还挣了10万奖励
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天介绍的卖家示范了亚马逊站外引流爆单的正确打开方式：<span style="color: black;">不仅</span>能凭借着有效的站外引流操作，赢得超百万爆单，还凭本事薅到了亚马逊10万美金奖励！简直业界<span style="color: black;">榜样</span>，吾辈<span style="color: black;">典范</span>，值得<span style="color: black;">每一个</span>卖家抄作业，羊毛<span style="color: black;">一块</span>薅！</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、</span>口腔品牌Lumineux单日超百万的<span style="color: black;">奥密</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">众所周知，亚马逊品牌卖家<span style="color: black;">能够</span><span style="color: black;">经过</span>品牌引流奖励计划(Brand Referral Bonus)来<span style="color: black;">得到</span>站外流量产生<span style="color: black;">营销</span>额平均10%的奖励。本计划自2021年推出，<span style="color: black;">已然</span>有许多品牌卖家<span style="color: black;">经过</span>站外布局，带来了新的业绩增量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中口腔护理品牌Lumineux<span style="color: black;">便是</span>其中的佼佼者。<span style="color: black;">她们</span>凭借着周密的多<span style="color: black;">途径</span>站外营销策略，搭配镇店之宝（DOTD）促销，创造了单日卖爆数百万美金的业绩，还获得了亚马逊额外奖励的10万美金！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">边爆单，边薅官方的羊毛！怎么做到的？<span style="color: black;">一块</span>来看！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">卖家小课堂</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是品牌引流奖励计划？(Brand Referral Bonus)</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌<span style="color: black;">经过</span>站外营销活动把流量引导至亚马逊，所产生<span style="color: black;">营销</span>额的平均10%将返还给卖家，用于抵扣<span style="color: black;">营销</span>佣金。买家点击推广链接后的14天时间内，<span style="color: black;">倘若</span>购买了您品牌下的任意<span style="color: black;">制品</span>，您就<span style="color: black;">能够</span><span style="color: black;">得到</span>奖励。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1、从单一平台到多<span style="color: black;">途径</span>品牌增长见顶？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">由美国贝弗利山庄知名牙医创造的口腔护理品牌Lumineux，于2015年入驻亚马逊，凭借着全天然、<span style="color: black;">守护</span>口腔菌群、不刺激牙釉质的美白<span style="color: black;">制品</span>和口腔护理理念获了一帮忠实粉丝。经<span style="color: black;">太多</span>年的品牌沉淀，<span style="color: black;">得到</span>6大行业认证，并从单一<span style="color: black;">途径</span>扩张到线上线下多<span style="color: black;">途径</span>矩阵，实现了稳健增长。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a6413805a2ce425fbc757f6b17913431~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=GpmJFdyqb6hnTWp7Dhvga6ygwa0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">平常</span>的口腔护理品牌为追求更好的美白效果，会采用更强效杀菌的<span style="color: black;">药品</span>漂白剂<span style="color: black;">做为</span>牙齿美白手段。而Lumineux倡导的是更天然健康的口腔护理理念：人类口腔里的菌群，98%都是健康有益的菌类，<span style="color: black;">仅有</span>2%的菌是有害的，<span style="color: black;">因此呢</span>以强效的手段进行祛毒美白，对牙釉质和口腔健康会产生破坏性的<span style="color: black;">损伤</span>。<span style="color: black;">经过</span>天然植物的提取<span style="color: black;">成份</span>和口腔菌群的<span style="color: black;">守护</span>来维持口腔健康才是正确有益的护理之道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Lumineux带来的全新口腔护理理念赢得了许多健康人士的关注与认同，但与此<span style="color: black;">同期</span>，全新的理念教育消费者和教育市场的成本<span style="color: black;">亦</span>会更大，每年Lumineux都会花费数千万在Facebook的宣传推广上，用以<span style="color: black;">提高</span>品牌<span style="color: black;">揭发</span>，和邀请KOL体验<span style="color: black;">制品</span>及带货合作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但在2020年，Apple发布iOS14之后，Lumineux遇到了<span style="color: black;">极重</span>的流量瓶颈。用户在点击Facebook上的<span style="color: black;">宣传</span><span style="color: black;">转</span>到品牌官网/亚马逊站点时，会被提醒<span style="color: black;">重视</span>隐私<span style="color: black;">守护</span>，并被<span style="color: black;">需求</span>重新输入账号<span style="color: black;">秘码</span>，才<span style="color: black;">能够</span><span style="color: black;">转</span>到对应的页面。<span style="color: black;">这般</span>的<span style="color: black;">转</span>体验大大地打消了用户继续<span style="color: black;">拜访</span>的意愿，<span style="color: black;">亦</span>造<span style="color: black;">成为了</span><span style="color: black;">海量</span>的流量流失。<span style="color: black;">因此呢</span>Lumineux在Facebook投放的<span style="color: black;">宣传</span>引流效果大幅降低，<span style="color: black;">没法</span><span style="color: black;">连续</span><span style="color: black;">得到</span>新客户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随后，Lumineux逐步停止了Facebook上的<span style="color: black;">宣传</span>投放，业绩<span style="color: black;">亦</span>随之大受影响。这种<span style="color: black;">剧烈</span>依赖单一平台的<span style="color: black;">宣传</span>投放营销策略，显然会让Lumineux变得极为被动，<span style="color: black;">她们</span>必须要<span style="color: black;">调节</span>站外布局，从单一的<span style="color: black;">宣传</span>平台投放，改成多<span style="color: black;">途径</span>策略，尝试<span style="color: black;">更加多</span>的引流方式和平台，<span style="color: black;">包含</span>邮件、SMS campaigns（短信营销）、播客和跨社媒营销。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/59ff3afb5c5c4b0caa56fc6d8bff2337~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=4x72cnllttVj52%2BLE%2B0PezPopkc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2、导流目的地很重要，去官网还是亚马逊电商？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">起初Lumineux的站外引流策略是官网和亚马逊电商并行，但<span style="color: black;">火速</span><span style="color: black;">发掘</span>了<span style="color: black;">显著</span>差别：去亚马逊品牌旗舰店的用户对商品的点击量是去官网的4倍，转化率比去官网的增长4-5倍，几乎是碾压式的胜利。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">No.1</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了<span style="color: black;">就地</span>成交的优异表现，在投放后的几周内，Lumineux还<span style="color: black;">发掘</span>令人惊喜的额外收获。当导流到Lumineux的亚马逊品牌旗舰店后，高意向度的用户<span style="color: black;">能够</span>购买<span style="color: black;">制品</span>、关注<span style="color: black;">作为</span>品牌粉丝；而即使<span style="color: black;">无</span>成单，用户的<span style="color: black;">拜访</span><span style="color: black;">亦</span>有<span style="color: black;">道理</span>：停留时间<span style="color: black;">提高</span>、<span style="color: black;">相关</span><span style="color: black;">制品</span><span style="color: black;">举荐</span>机率<span style="color: black;">增多</span>、排名<span style="color: black;">上升</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与此<span style="color: black;">同期</span>，在<span style="color: black;">拜访</span>商品详情页或品牌旗舰店后的14天内，只要这名用户购买了Lumineux品牌下的任意<span style="color: black;">制品</span>，品牌方都有资格<span style="color: black;">得到</span>平均10%的奖励，进一步<span style="color: black;">提高</span>投入产出比。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着站外引流投放力度加大，算法优化了用户PPC<span style="color: black;">宣传</span>的转化效果；而随着转化率的<span style="color: black;">提高</span>，连带着Lumineux站内的自然搜索量和自然排名均都得到了爆发式的<span style="color: black;">提高</span>，排名跳涨了3万名，与同赛道头部品牌旗鼓相当；销量<span style="color: black;">亦</span>惊人地涨到了原来的近4倍，产生了<span style="color: black;">显著</span>的滚雪球效应。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">卖家小课堂</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是滚雪球效应？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">越多的站外流量进入亚马逊，搭配站内多触点<span style="color: black;">揭发</span>，<span style="color: black;">提高</span>转化的几率；优秀的转化表现会触发<span style="color: black;">相关</span><span style="color: black;">举荐</span>和排名<span style="color: black;">提高</span>，从而带来<span style="color: black;">更加多</span>自然流量。而更高的排名、<span style="color: black;">更加多</span>的自然流量会进一步夯实品牌的搜索权重和排名，进一步<span style="color: black;">提高</span>销量。这<span style="color: black;">便是</span>滚雪球效应。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b19cdf7dadd04e028ac8edb1f32c0a32~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=KlQuFQOwDd9Ch%2F2tsSEBMJu3l94%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3、集中力量办大事：站外流量搭配站内镇店之宝？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">站外引流策略已定，接下来还需要奠定品牌头部排名，把短期的营销效果固化成<span style="color: black;">长时间</span>的<span style="color: black;">优良</span>地位。Lumineux决定加码促销，以一场40% off的镇店之宝(Deal of the Day)大促，结合<span style="color: black;">精细</span>的站外引流，冲上首页，一天卖出了史无前例的7位数爆单业绩！</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e96320c6723549eba9c9bb5e4430792e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=cDUpH9J1wNPN36AUuocj0U2Ozik%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中一百万的<span style="color: black;">营销</span>额是来自带有<span style="color: black;">跟踪</span>标签的站外流量，<span style="color: black;">因此呢</span>，Lumineux<span style="color: black;">得到</span>了10万美金的奖励。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">促销当天，这款牙齿美白贴冲到了亚马逊health & household(健康与家庭)大类的<span style="color: black;">第1</span>名！直到今天，在促销结束后几个月，Lumineux品牌下的多款<span style="color: black;">制品</span>在牙齿美白<span style="color: black;">制品</span>类目占依然保持头部排名。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4ed0237d04064d7c8ac99942e6468c1b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=xKIo9g6Igvrvr%2BY7PxNFT2kic1M%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>说，做好了站外引流策略+站内促销<span style="color: black;">协同</span>，赢得爆单，所带来的不仅是单次的业绩<span style="color: black;">提高</span>，而是<span style="color: black;">针对</span><span style="color: black;">全部</span>品牌的影响力、行业排名、破圈出圈都是持久有效的。</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;">2、</span>站外这么多种<span style="color: black;">途径</span>，<span style="color: black;">怎样</span><span style="color: black;">选取</span>，更省钱有效？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爆单还有奖励，心动了！但问题<span style="color: black;">亦</span>来了：<span style="color: black;">针对</span><span style="color: black;">刚才</span>起步的品牌<span style="color: black;">来讲</span>，好钢用在刀刃上，可<span style="color: black;">不可</span>和Lumineux<span style="color: black;">同样</span>，在Facebook烧了这么多预算之后，才<span style="color: black;">发掘</span>没效果，再紧急<span style="color: black;">调节</span>方向。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，<span style="color: black;">那些</span><span style="color: black;">途径</span>引流效果更好？更适合新品牌？别着急，贴心的亚马逊<span style="color: black;">已然</span>为<span style="color: black;">大众</span>指明了方向！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2022年，亚马逊分析了由亚马逊引流洞察（Amazon Attribution）所记录的横跨5大营销<span style="color: black;">途径</span>的超过1,100万条站外流量数据，及对应的消费者<span style="color: black;">行径</span>习惯后，得出以下结论：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1出单王者：搜索引擎</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">小技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜索引擎带来的流量<span style="color: black;">常常</span>自带强购买意愿。用户<span style="color: black;">常常</span>会搜索痛点、参数、<span style="color: black;">制品</span>描述等关键词，阅读<span style="color: black;">制品</span><span style="color: black;">举荐</span>、问答等内容。卖家<span style="color: black;">能够</span>在关键词和站外内容方面做相应布局，优化SEO。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2转化最高：电子邮件</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">小技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">电子邮件直接<span style="color: black;">转</span>到商品详情页的转化率高达4.7%。邮件内容<span style="color: black;">能够</span>搭配新品、优惠券、节假日大促等主题，优化效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3出圈营销：社交<span style="color: black;">媒介</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">小技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span><span style="color: black;">转</span>流失和数据<span style="color: black;">跟踪</span>断层的<span style="color: black;">原由</span>，社媒转化率偏低，但社媒带来的影响力和出圈效应不容<span style="color: black;">忽略</span>。品牌在社交<span style="color: black;">媒介</span>上<span style="color: black;">能够</span>尝试<span style="color: black;">更加多</span>的用户种草、背书、粉丝互动的内容，<span style="color: black;">提高</span>影响力和用户粘性，实现后续更好的沟通转化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4交叉<span style="color: black;">营销</span>：视频种草</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">小技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然直接<span style="color: black;">经过</span>视频下的链接购买的用户很少，但视频的软<span style="color: black;">移植</span>内容会鼓励用户进入品牌的亚马逊品牌旗舰店购买品牌的其它<span style="color: black;">制品</span>，<span style="color: black;">提高</span>交叉<span style="color: black;">营销</span>的可能性。卖家<span style="color: black;">能够</span><span style="color: black;">经过</span>视频展示<span style="color: black;">更加多</span><span style="color: black;">制品</span>的<span style="color: black;">运用</span>场景及功能点，拓宽<span style="color: black;">制品</span>适用场景、人群，<span style="color: black;">提高</span>购买兴趣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5意外收获：每4人中，有1人会购买其它<span style="color: black;">制品</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">小技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引流到站内的成交用户中，平均1/4的人会购买店里其他的<span style="color: black;">制品</span>，而这些额外的购买只要符合14天内成交的<span style="color: black;">需求</span>，都会被计入品牌引流奖励。品牌需要进一步优化listing和品牌旗舰店的布局，鼓励买家在自家<span style="color: black;">制品</span>中交叉对比，<span style="color: black;">提高</span>流量闭环。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e9996abc3c0642868c2f8881c134a573~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=3C3MyfMgzT%2FXW1i7YPIQ3TiH7Bo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ece573effa37421cb09f84d2182f8bec~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=LLzKIqw8kphcKplhk1ZlRsOArr4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span>临门一脚，<span style="color: black;">怎样</span>加入品牌引流奖励计划？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">立即注册亚马逊品牌引流奖励计划，用好站外流量，<span style="color: black;">提高</span><span style="color: black;">营销</span>转化，促成业绩爆单，还能薅一把羊毛，赢得<span style="color: black;">巨额</span>奖励！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">只需三步，领取奖励</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/fcd46b1eec2d43c2b2b68f7afae647d0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727854983&x-signature=B8mJ8RH%2Bnops8MAD4uX7fOuOkvs%3D" style="width: 50%; margin-bottom: 20px;"></div>
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