B2B企业出海营销指南：多元化渠道突破增长困境

B2B企业出海营销指南：多元化渠道突破增长困境

B2B Marketing Guide: Breaking Through Growth Barriers with Diversified Channels

海外营销渠道的演变

The Evolution of Overseas Marketing Channels

2012年前，第一批出海企业主要依赖Google关键词推广。随着2012年Facebook推出电商和视频产品，海外营销方式开始多元化发展。

According to LinkedIn's China B2B Brand Globalization Marketing White Paper, online brand exposure and lead generation channels have become more diversified, including Google, LinkedIn, YouTube, Facebook, Instagram, Amazon, Twitter, etc.

一、Google搜索引擎营销

1. Google Search Engine Marketing

数据显示，Google在B2B用户线上购买旅程中占比最高，90%的B2B用户会进行线上搜索。

Data shows that Google accounts for the highest proportion in B2B users' online purchasing journey, with 90% of B2B users conducting online searches.

官网SEO优化

Website SEO Optimization

优势：

• 免费点击
• 精准触达目标用户
• 建立品牌自有流量池
• 多设备适配
• 提升品牌信任度

Advantages:

• Free clicks
• Accurate targeting
• Build brand-owned traffic pool
• Multi-device compatibility
• Enhance brand trust

二、YouTube视频营销

2. YouTube Video Marketing

70%的采购者用视频辅助决策，90%用户在搜索后会前往YouTube深入了解产品。

70% of buyers use videos to assist decision-making, and 90% of users visit YouTube for in-depth product understanding after searching.

三、Facebook社交媒体营销

3. Facebook Social Media Marketing

94%的全球营销人员使用Facebook，每日活跃用户达26亿。

94% of global marketers use Facebook, with 2.6 billion daily active users.

四、LinkedIn B2B营销

4. LinkedIn B2B Marketing

超过90%的B2B营销人员优先使用领英平台进行品牌营销。

Over 90% of B2B marketers prioritize LinkedIn for brand marketing.

五、Instagram视觉营销

5. Instagram Visual Marketing

虽然常被B2B营销人员忽视，但Instagram拥有超过5亿日活用户，是重要的视觉营销平台。

Although often overlooked by B2B marketers, Instagram has over 500 million daily active users and is an important visual marketing platform.

结语

Conclusion

面对多元化的营销渠道，B2B企业需要根据自身特点选择合适的组合策略，实现最佳营销效果。

Facing diversified marketing channels, B2B enterprises need to choose appropriate combination strategies according to their characteristics to achieve optimal marketing results.