外贸企业必备的海外营销指南：从Google推广到多渠道布局

外贸企业必备的海外营销指南：从Google推广到多渠道布局

Essential Overseas Marketing Guide for Foreign Trade Enterprises: From Google Promotion to Multi-Channel Strategy

随着数字营销的发展，外贸企业的出海之路正在经历重大变革。 2012年前，第一批出海企业主要依靠Google关键词推广；而随着Facebook推出电商和视频产品，海外营销方式变得更加多元化。

With the development of digital marketing, the overseas expansion path of foreign trade enterprises is undergoing significant changes. Before 2012, the first batch of overseas enterprises mainly relied on Google keyword promotion; with Facebook launching e-commerce and video products, overseas marketing methods have become more diversified.

一、Google搜索引擎优化 | Google SEO

根据LinkedIn数据，在所有获客渠道中，Google在B2B用户线上购买旅程中占比最多，且遥遥领先其他渠道。罗兰贝格数据显示，90%的B2B用户会进行线上搜索。

According to LinkedIn data, among all customer acquisition channels, Google accounts for the most in the online purchase journey of B2B users, far ahead of other channels. Roland Berger data shows that 90% of B2B users conduct online searches.

1. 官网SEO | Website SEO

优势：免费点击、精准触达、品牌流量池、多设备适配、增强信任度

Advantages: Free clicks, precise reach, brand traffic pool, multi-device adaptation, enhanced trust

2. Google Ads (PPC)

按点击付费的广告模式，Google会根据点击或展示次数收费。

Pay-per-click advertising model, Google charges based on clicks or impressions.

二、YouTube营销 | YouTube Marketing

全球第二大搜索引擎，每月20亿登录用户。70%采购者用视频辅助决策，B2B企业可通过视频建立信任。

The world's second largest search engine with 2 billion monthly logged-in users. 70% of purchasers use videos to assist decisions, B2B companies can build trust through videos.

三、Facebook营销 | Facebook Marketing

94%全球营销人员使用Facebook，每日活跃用户26亿。建议以短视频为主，注重B端用户标签。

94% of global marketers use Facebook with 2.6 billion daily active users. Short videos are recommended, focusing on B2B user tags.

四、LinkedIn B2B营销 | LinkedIn B2B Marketing

90%以上B2B营销人员使用LinkedIn进行品牌传播，是仅次于Google的重要渠道。

Over 90% of B2B marketers use LinkedIn for brand communication, making it an important channel second only to Google.

五、Instagram B2B营销 | Instagram B2B Marketing

虽然常被B2B营销人员忽视，但Instagram正积极推广B2B营销，建议建立企业账号并发布短视频内容。

Although often overlooked by B2B marketers, Instagram is actively promoting B2B marketing. It is recommended to establish corporate accounts and publish short video content.

面对多样化渠道，B2B企业需要根据自身情况选择最优组合。下周我们将深入分析各渠道的优化策略。

Facing diversified channels, B2B enterprises need to choose the optimal combination based on their own situation. Next week we will analyze optimization strategies for each channel in depth.