B2B企业如何升级出海之路？探寻多元化营销推广渠道
B2B企业如何升级出海之路？探寻多元化营销推广渠道
How Can B2B Enterprises Upgrade Their Global Expansion? Exploring Diversified Marketing Channels
海外营销渠道的演变 | The Evolution of Overseas Marketing Channels
在2012年以前，第一批出海企业主要依赖Google的关键词；2012年以后，随着Facebook推出第一批电商和视频产品，海外营销方式不断发生改变。
Before 2012, the first wave of overseas enterprises mainly relied on Google keywords. After 2012, with Facebook launching its first e-commerce and video products, overseas marketing methods have been constantly changing.
根据LinkedIn出版的中国B2B品牌全球化营销白皮书，我们可以看到在线上品牌曝光和获客的渠道变得更加多样化，排名靠前的方式包括Google、LinkedIn、YouTube、Facebook、Instagram、Amazon、Twitter等。
According to LinkedIn's China B2B Brand Globalization Marketing White Paper, we can see that online brand exposure and customer acquisition channels have become more diversified, with top-ranking methods including Google, LinkedIn, YouTube, Facebook, Instagram, Amazon, Twitter, etc.
一、Google搜索引擎优化 | Google SEO
根据LinkedIn数据显示，在所有的获客渠道中，Google在B2B用户线上购买旅程中，渠道占比最多，且遥遥领先于其他渠道。
According to LinkedIn data, among all customer acquisition channels, Google accounts for the largest proportion in the online purchasing journey of B2B users, far ahead of other channels.
Google搜索引擎优化主要有2种方式： | There are two main methods of Google SEO:
- 官网SEO | Official Website SEO
- Google Ads
1. 官网SEO的优势 | Advantages of Official Website SEO
- 免费，每次点击都不产生费用 | Free, no cost per click
- 精准的关键词覆盖，很好地触达目标用户人群 | Precise keyword coverage to effectively reach target users
- 品牌自有流量池，所有用户都停留在官网中 | Brand-owned traffic pool where all users stay on the official website
2. Google Ads (PPC)
Google Ads是一种通过使用Google关键字广告或Google遍布全球的内容联盟网络来进行推广的付费网络推广方式，Google会根据用户点击广告的次数或广告展示次数向广告主收取相应费用。
Google Ads is a paid online promotion method that uses Google keyword ads or Google's global content alliance network for promotion. Google charges advertisers based on the number of times users click on ads or the number of ad impressions.
二、YouTube营销推广 | YouTube Marketing
YouTube是全球最大的视频网站，同时是全球第二大搜索引擎，全球每月有20亿登录用户，每日观看时长超过10亿小时。
YouTube is the world's largest video website and the second-largest search engine, with 2 billion logged-in users worldwide every month and over 1 billion hours of daily watch time.
YouTube营销方式： | YouTube Marketing Methods:
- 品牌方建立YouTube公众主页 | Brands create YouTube public pages
- 通过非官方账号建立账号矩阵 | Establish an account matrix through unofficial accounts
- YouTube广告投放 | YouTube ad placement
三、Facebook社媒营销 | Facebook Social Media Marketing
Facebook是领先的社交媒体广告和营销平台，94%的全球营销人员在营销工作中使用facebook。
Facebook is a leading social media advertising and marketing platform, with 94% of global marketers using it in their marketing efforts.
四、LinkedIn B2B营销 | LinkedIn B2B Marketing
根据LinkedIn中国B2B品牌全球化营销白皮书中我们不难发现，Linkedin在B2B用户线上购买旅程中使用占比仅次于Google。
According to LinkedIn's China B2B Brand Globalization Marketing White Paper, it's not hard to find that LinkedIn ranks second only to Google in the online purchasing journey of B2B users.
五、Instagram B2B营销 | Instagram B2B Marketing
Instagram虽然每天有超过5亿人使用。但许多B2B营销人员在计划其策略时仍然忽略了它。
Although Instagram has over 500 million daily users, many B2B marketers still overlook it when planning their strategies.
面对多样化的渠道，B2B企业如何选择和优化推广呢？ | Faced with diversified channels, how should B2B enterprises choose and optimize promotions?
下周会就B2B企业常见的营销渠道进行讲解，敬请期待。
Next week we will explain common marketing channels for B2B enterprises, stay tuned.
