外贸网站运营：攻克流量难题，实现高效询盘转化
对于国内85%以上的外贸企业而言，独立站的最终作用是吸引流量，具备一定的留存率和转换率，最终形成订单。所以我们这一期就来讲讲建站营销中关键的一环：流量转化成有效询盘。
For over 85% of domestic foreign trade enterprises, the ultimate purpose of an independent website is to attract traffic, maintain certain retention and conversion rates, and ultimately generate orders. Therefore, in this issue, we will discuss a crucial aspect of website marketing: converting traffic into effective inquiries.
01 优先选择社媒和谷歌广告获取流量
01 Prioritize Social Media and Google Ads for Traffic Acquisition
推广策略和网站有了，接下来要做的就是吸引人流获取流量，而且是足够大的有效流量，才能产生询盘，产生订单，最终为企业带来效益，并且通过网站优化后这个效益是可持续长久发展的。
With promotion strategies and websites in place, the next step is to attract traffic - substantial and effective traffic - to generate inquiries, orders, and ultimately bring benefits to the enterprise. Through website optimization, these benefits can be sustained for long-term development.
▌Google Ads投放
Google Ads有搜索广告、展示广告、视频广告、购物广告、应用广告、智能广告六种广告类型，外贸企业应该确定营销目标，根据客群和业务目标选择广告类型，确保合理预算，对广告效果数据持续跟踪。
▌Google Ads Campaigns
Google Ads offers six types of advertisements: search ads, display ads, video ads, shopping ads, app ads, and smart ads. Foreign trade enterprises should define their marketing objectives, select ad types based on customer groups and business goals, ensure reasonable budgets, and continuously track ad performance data.
▌社媒
社媒是当下最流行的引流渠道，近几年不乏利用社媒解决获客难题的例子。
▌Social Media
Social media is currently the most popular traffic acquisition channel, with numerous examples in recent years of businesses solving customer acquisition challenges through social media.
02 提高询盘转换率，细分引流用户
02 Improve Inquiry Conversion Rate by Segmenting Traffic
引流积累起来了，那么如何把引流转化为询盘？对于一般的外贸网站来说，要想有每天上千上万的引流短期内没有巨大的投入是不现实的，但你还有另一种扭转局势的办法，将仅有的一些引流最大程度地转变为客户的询盘。
With traffic accumulated, how can we convert it into inquiries? For most foreign trade websites, achieving thousands of daily visits without significant short-term investment is unrealistic. However, there's another way to turn the situation around - maximizing the conversion of limited traffic into customer inquiries.
03 询盘转换为销售，运用智能管理工具
03 Convert Inquiries to Sales Using Intelligent Management Tools
在互联网上成交的三个步骤不外乎"引流——询盘——销售"，每个环节都很重要，但是对于大多数外贸B2B来说询盘到销售这个环节的时间会比B2C要长很多。
The three steps of online transactions are nothing more than "traffic → inquiries → sales". Each step is important, but for most foreign trade B2B businesses, the time from inquiry to sale is much longer than in B2C.
询盘的数据管理同样是容易被忽略的一方面，只有易于管理询盘的智能工具才可以帮助你尽快筛选出有用的客户，轻松完成从引流到销售转化的全流程。
Inquiry data management is another aspect that's easily overlooked. Only intelligent tools that facilitate inquiry management can help you quickly filter out valuable customers and effortlessly complete the entire process from traffic acquisition to sales conversion.
