4lqedz 发表于 2024-10-27 21:16:21

Prime Day成效最大化！亚马逊卖家怎么样巧借站外流量


    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/32b0e2185d334bafa9853ce9b9454d1b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729491393&amp;x-signature=%2Byo%2Fd%2Fpv2J7P5laF9aaE89tsyt0%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;">照片</span><span style="color: black;">源自</span>：图虫创意</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;">今年亚马逊Prime Day将定于7月12日至13日举行。2021年Prime Day，75% 的美国、英国和欧洲消费者提前计划了<span style="color: black;">她们</span>的Prime 会员日购物活动，在Prime day之前先睹为快或提前<span style="color: black;">得到</span>即将到来的优惠；与单<span style="color: black;">途径</span><span style="color: black;">宣传</span>系列相比，这两年<span style="color: black;">宣传</span>商<span style="color: black;">运用</span>多<span style="color: black;">途径</span><span style="color: black;">宣传</span>系列的购买率<span style="color: black;">加强</span>了 250% 。</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>在Prime Day前期，卖家<span style="color: black;">能够</span><span style="color: black;">起始</span>提前设置<span style="color: black;">宣传</span>，除了<span style="color: black;">选取</span>亚马逊站内<span style="color: black;">宣传</span>外，<span style="color: black;">恰当</span>的利用站外流量将使效果最大化，能够<span style="color: black;">帮忙</span>卖家在Prime Day的流量高峰得到最大化的<span style="color: black;">揭发</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雨果跨境金牌优化师kayla<span style="color: black;">经过</span>站外引流的<span style="color: black;">途径</span>分析、投放技巧思路，告诉卖家该怎么做大促的站外引流。</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、 站位引流最重要的两种方式</span></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;">日前</span><span style="color: black;">平常</span>的站外引流方式<span style="color: black;">包含</span>谷歌<span style="color: black;">宣传</span>、视频网站 、社交平台 、导购网站 、博客引流以及红人营销。<span style="color: black;">经过</span>站外引流<span style="color: black;">能够</span>在一年一次的大促旺季抢占坑位，得到<span style="color: black;">更加多</span><span style="color: black;">揭发</span>的机会。<span style="color: black;">另外</span>，单一的<span style="color: black;">途径</span><span style="color: black;">宣传</span><span style="color: black;">拥有</span><span style="color: black;">危害</span>性，需要拓展多流量<span style="color: black;">途径</span>分散<span style="color: black;">危害</span>；在新<span style="color: black;">制品</span>还<span style="color: black;">无</span>销量数据, 仅依靠站内<span style="color: black;">宣传</span>是<span style="color: black;">不足</span>的；再者，亚马逊卖家之间的竞争<span style="color: black;">已然</span>白热化, 价格<span style="color: black;">花费</span>越来越高；平台政策不友好, <span style="color: black;">尽可能</span>减少对平台的依赖。这些问题提醒卖家<span style="color: black;">不该</span>该只聚焦于站内<span style="color: black;">宣传</span>，站外<span style="color: black;">一样</span><span style="color: black;">亦</span>很重要。</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;">运用</span>站外引流，<span style="color: black;">意见</span>卖家在Prime Day之前就先拨出预算进行宣传, <span style="color: black;">经过</span>事先宣传, 找准对<span style="color: black;">制品</span>感兴趣的受众画像；把握住用户在Prime Day会查看的网站, 采用全<span style="color: black;">途径</span>整体覆盖的方式触及用户；利用Prime Day 站外引流的数据, 进行复盘, 便于后续黑五/ 网一活动时更<span style="color: black;">精细</span>的宣传。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">许多消费者除了在亚马逊上直接搜索想要的<span style="color: black;">制品</span>之外，还会在Google上搜索和Prime Day<span style="color: black;">关联</span>的信息，有两种最容易入手的站外引流方式推介给<span style="color: black;">大众</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. 利用社媒的力量</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在站外引流方式中利用社媒力量有两种方式，一种是<span style="color: black;">能够</span><span style="color: black;">做为</span>店家或品牌方发帖，提前让消费者<span style="color: black;">晓得</span><span style="color: black;">制品</span>有<span style="color: black;">那些</span>优惠，以流量为导向, <span style="color: black;">运用</span>广泛的受众<span style="color: black;">目的</span>；<span style="color: black;">恰当</span><span style="color: black;">运用</span>Hashtag ，<span style="color: black;">运用</span>最高的Hashtag<span style="color: black;">帮忙</span>帖子获取更好的流量；文案加强优惠和折扣时间；用粉丝页做再营销<span style="color: black;">或</span><span style="color: black;">类似</span>受众；</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一种是利用KOL或KOC进行红人营销，<span style="color: black;">此刻</span>81% 的卖家认为<span style="color: black;">运用</span>网红营销是有效的，<span style="color: black;">由于</span>与用户在网上随机看到的东西相比，用户更有可能购买<span style="color: black;">她们</span>最<span style="color: black;">爱好</span>的网红推广的东西；<span style="color: black;">另外</span><span style="color: black;">能够</span>借助亚马逊红人计划，将自己的<span style="color: black;">制品</span>放在亚马孙是哪个的红人主页，<span style="color: black;">能够</span><span style="color: black;">增多</span><span style="color: black;">途径</span><span style="color: black;">揭发</span>；<span style="color: black;">能够</span>在YouTube上面录制视频，让合作的红人在YouTube上发出合作测评，2021年YouTube上和Prime Day<span style="color: black;">关联</span>的视频<span style="color: black;">已然</span>突破了上千万，<span style="color: black;">因此呢</span>YouTube<span style="color: black;">途径</span><span style="color: black;">亦</span>是一个很好的<span style="color: black;">揭发</span>机会。</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;">2.利用谷歌<span style="color: black;">宣传</span><span style="color: black;">得到</span>更好的转化</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌在海外的受众<span style="color: black;">非常</span>庞大，在谷歌的平台上, <span style="color: black;">每一个</span><span style="color: black;">制品</span>的用户都超过10 亿，例如Google Play、Google搜素、应用商店、Google地图等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">与国内的<span style="color: black;">运用</span><span style="color: black;">行径</span><span style="color: black;">区别</span>，谷歌与海外用户的生活息息<span style="color: black;">关联</span>，<span style="color: black;">因此呢</span>它有非常多的<span style="color: black;">制品</span>，针对<span style="color: black;">区别</span>的<span style="color: black;">需要</span>，<span style="color: black;">能够</span><span style="color: black;">供给</span><span style="color: black;">区别</span>的Google<span style="color: black;">宣传</span><span style="color: black;">处理</span><span style="color: black;">方法</span>，<span style="color: black;">帮忙</span>卖家更<span style="color: black;">精细</span>的触达想要的消费者，<span style="color: black;">包含</span>搜索<span style="color: black;">宣传</span>系列、购物<span style="color: black;">宣传</span>系列、展示<span style="color: black;">宣传</span>系列、应用<span style="color: black;">宣传</span>系列和视频<span style="color: black;">宣传</span>系列，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>卖家在<span style="color: black;">区别</span>的平台中抓住重要<span style="color: black;">实质</span>，将在线用户变成忠诚用户。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索<span style="color: black;">宣传</span>系列<span style="color: black;">便是</span>在用户搜索那你<span style="color: black;">供给</span>的<span style="color: black;">制品</span>或服务时展示的<span style="color: black;">宣传</span>；展示<span style="color: black;">宣传</span><span style="color: black;">经过</span>横幅<span style="color: black;">宣传</span>和<span style="color: black;">照片</span>吸引用户<span style="color: black;">重视</span><span style="color: black;">或</span>网页上的其他<span style="color: black;">宣传</span>班委，多<span style="color: black;">出现</span>在Google内部；<span style="color: black;">发掘</span><span style="color: black;">宣传</span>即借助<span style="color: black;">发掘</span>光系列招揽新客户；视频<span style="color: black;">宣传</span><span style="color: black;">亦</span><span style="color: black;">便是</span>在看视频前的<span style="color: black;">宣传</span>，<span style="color: black;">经过</span>YouTube<span style="color: black;">宣传</span>讲述<span style="color: black;">咱们</span>的企业故事、品牌理念或<span style="color: black;">制品</span>性能；效果最大化<span style="color: black;">宣传</span>，通过<span style="color: black;">设备</span>学习<span style="color: black;">提高</span><span style="color: black;">宣传</span>效果；Google Analytics 4,<span style="color: black;">经过</span>更智能的数据分析改进营销决策。</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;">以上众多的<span style="color: black;">宣传</span>类型，卖家<span style="color: black;">怎样</span><span style="color: black;">选取</span>适合自己的谷歌<span style="color: black;">宣传</span>类型？</span></strong></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搜索<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">针对搜索<span style="color: black;">宣传</span>，<span style="color: black;">意见</span><span style="color: black;">能够</span><span style="color: black;">运用</span>品牌词<span style="color: black;">宣传</span>，这部分流量较为<span style="color: black;">精细</span>，<span style="color: black;">宣传</span>成本低，<span style="color: black;">另外</span>，是为了<span style="color: black;">守护</span>本品牌，防止被低价购买；还<span style="color: black;">能够</span><span style="color: black;">运用</span>通用词<span style="color: black;">宣传</span>，是抢夺流量的快速方式，基于有较多的市场预算。</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;">② 购物<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">购物<span style="color: black;">宣传</span>需要有自己的海外独立站，<span style="color: black;">经过</span>图文结合的形式，<span style="color: black;">能够</span>加深用户对品牌的印象。</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;">③视频<span style="color: black;">宣传</span>/ 展示<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">这两种<span style="color: black;">宣传</span>形式，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>打开上层流量漏斗，再加以再营销的方式，把用户引流至搜素<span style="color: black;">宣传</span>上面，<span style="color: black;">能够</span>达到一个好的转化，<span style="color: black;">由于</span>Google的用户体量达，是流量和搜索量最大的搜索引擎，<span style="color: black;">已然</span>有非常多的亚马逊卖家在用谷歌<span style="color: black;">宣传</span>为亚马逊店铺引流。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>亚马逊<span style="color: black;">宣传</span>和投放谷歌搜索<span style="color: black;">宣传</span>的对比</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户对两个平台的消费习惯不<span style="color: black;">同样</span>, 在谷歌上<span style="color: black;">更易</span><span style="color: black;">提高</span>客单价</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊<span style="color: black;">做为</span>购物平台的平台属性, <span style="color: black;">引起</span>用户显而易见的会<span style="color: black;">起始</span>比价, <span style="color: black;">选取</span>最<span style="color: black;">拥有</span>价格<span style="color: black;">优良</span>的<span style="color: black;">制品</span>进行购买,<span style="color: black;">引起</span>整单客单较低; 而Google上搜索商品的买家对价格的<span style="color: black;">敏锐</span>度<span style="color: black;">小于</span>直接在亚马逊上搜索商品的买家。 Google搜索来的买家，<span style="color: black;">她们</span>习惯先<span style="color: black;">认识</span><span style="color: black;">制品</span>的知识和信息再进行购买，<span style="color: black;">思虑</span>时间更长，下单金额更高。</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;">针对</span>投放过亚马逊PPC<span style="color: black;">宣传</span>的人，Google Ads学起来会很容易。在用户搜索您<span style="color: black;">供给</span>的<span style="color: black;">制品</span>或服务时<span style="color: black;">经过</span>展示<span style="color: black;">宣传</span>来吸引<span style="color: black;">她们</span>的<span style="color: black;">重视</span>力，<span style="color: black;">况且</span><span style="color: black;">仅有</span>在用户点击<span style="color: black;">宣传</span>的<span style="color: black;">状况</span>下才需要付费，比<span style="color: black;">很强</span>的差别是两种<span style="color: black;">宣传</span><span style="color: black;">针对</span>关键词的匹配<span style="color: black;">规律</span>/ 还有<span style="color: black;">选取</span>关键字的方式不太<span style="color: black;">同样</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相较于其他的站外引流方式 , 谷歌<span style="color: black;">宣传</span>更加能够接触到营销漏斗底层的用户。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6657524631c443669653031fa66f1f0e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729491393&amp;x-signature=X0tG%2BupgT5JSQJeV3nRld6g%2Bi9g%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;">4.投放技巧&amp;<span style="color: black;">意见</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用站外<span style="color: black;">宣传</span>引流的方式有两种方式，一种是引流至listing页面 ，可细分到 Amazon attribution 或是直接引流。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直接利用站外<span style="color: black;">宣传</span>引流至listing页面 ，它的机会在于操作<span style="color: black;">过程</span>较简单，只需要有合适的listing页面<span style="color: black;">就可</span>；<span style="color: black;">能够</span>实现快速为店铺引流。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">面临的挑战是高度依赖于平台，存在<span style="color: black;">危害</span>；<span style="color: black;">没法</span>验证域名所有权，<span style="color: black;">不可</span>尝试购物<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;">若利用Amazon Attribution 投放谷歌<span style="color: black;">宣传</span> ，它的在于<span style="color: black;">优良</span><span style="color: black;">能够</span><span style="color: black;">帮忙</span>衡量/ 优化现有的站外引流<span style="color: black;">途径</span>, 帮更好的策划<span style="color: black;">将来</span>的营销计划，可衡量<span style="color: black;">宣传</span>指标: Detail Page Views/ Add To Carts/ Purchases/ Units Sold/ Product Sales/ New to Brand Customers；它的劣势:在于<span style="color: black;">运用</span><span style="color: black;">要求</span>受限制(已品牌注册并在亚马逊上积极<span style="color: black;">营销</span>的卖家) ；归因模型<span style="color: black;">引起</span>数据会有延迟, 会有些许误差性 。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">若<span style="color: black;">没法</span><span style="color: black;">运用</span>Amazon Attribution, 直接引流 ，它的<span style="color: black;">优良</span>是任何卖家都<span style="color: black;">能够</span>直接<span style="color: black;">运用</span>；面临的挑战是<span style="color: black;">没法</span>对用户到达页面的数据进行<span style="color: black;">跟踪</span>和分析, 只能适用于短期引流。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一种引流方式就是引流至独立站再导向listing ，需要利用独立站<span style="color: black;">做为</span>中间<span style="color: black;">转</span>。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6ef5677425a94ce59d3c47391bbda5e4~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729491393&amp;x-signature=08NGjpe7d0oN59U5L2lf4opfEj8%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;">利用独立站<span style="color: black;">做为</span>中间<span style="color: black;">转</span><span style="color: black;">优良</span>在于: <span style="color: black;">能够</span>让到达亚马逊listing的用户更加<span style="color: black;">精细</span>；有意向布局独立站, <span style="color: black;">能够</span>先用这种<span style="color: black;">办法</span>来测试独立站的<span style="color: black;">全部</span>运营<span style="color: black;">规律</span>；更直接的数据衡量, <span style="color: black;">经过</span>Google Ads/GA 对网站进行更加全面的分析；创造自己的私域流量, <span style="color: black;">经过</span>后续的运营玩法, 给用户更高的生命周期价值；<span style="color: black;">运用</span><span style="color: black;">更加多</span>谷歌智能的<span style="color: black;">宣传</span><span style="color: black;">制品</span> 。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">面临的挑战是：需要有负责独立站运营的同事；<span style="color: black;">增多</span>了一方流量承接, 流失率<span style="color: black;">增多</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;">那怎么样<span style="color: black;">能够</span>最大化利用独立站引流亚马逊的效益呢? 可分为三个<span style="color: black;">周期</span>：</span></strong></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前期: 以保持以独立站为营销漏斗吸引流量</span></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;">咱们</span><span style="color: black;">能够</span>在落地页加入Facebook/ Google代码，从而<span style="color: black;">跟踪</span>流量，进行流量<span style="color: black;">精细</span>分；<span style="color: black;">不消</span>担心页面转化率问题, 尽可能获取<span style="color: black;">更加多</span>流量 除了在页面<span style="color: black;">转</span>亚马逊外, 新增领取优惠券的按钮。</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;">②中期: 识别有意向的流量</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">收集在站内领取折扣码的用户/ 站内互动较深的用户/ 站内留下邮箱信息的用户 。</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;">③后期: 进行再营销, 直接引流至亚马逊店铺。</span></strong></p>




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