(Last Updated On: 2024年4月7日)今天Deal说团队来和大家聊一下亚马逊站外推广这个话题
说到亚马逊站外推广,各位读者第一时间会想到哪些内容呢?相信大部分想到的都是deal站,促销群组,这个是大部分以第三方销售平台为主的出海企业接触站外推广的首选推广办法,再往深一点大概就是各类KOL测评种草等
你是否会遇到以下问题:
- 做促销,折后价越来越卷,效果越来越不稳定,时好时坏,不断换各种服务商来试,很想找一个能稳定出单的渠道,但始终找不到
- 各类KOL报价越拉越贵,好不容易说服老板花大价钱投放了几个KOL,发现居然零出单
- 自己面试的是亚马逊站外推广岗位,但入职后越做越觉得是亚马逊销售助理,爆单是销售拿提成,与自己没啥关系,效果不好各种背锅,越来越怀疑自己是不是选错行了
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如果你有以上困惑,那么本文你就一定不要错过了,Deal说团队不从服务商角度来讲述这个话题,我们更想从过来人的角度来和大家聊一聊
一.为什么亚马逊站外推广越来越难做
笔者属于接触亚马逊站外推广工作最早期的一批老兵了,从推广岗位对接的流量承接平台来看,主要分为几大类:
- 第三方销售平台站外推广,这个不只包括亚马逊站外推广,其他比如速卖通,ebay等等,只要是进驻到第三方销售平台的,需要从站外搞流量的,笔者都将其归纳为这个领域里面
- 独立站站外推广,这个就是自家自营的独立站,也是现在很热的DTC品牌独立站推广领域
- 区域市场推广,这个一般都是做得比较成功一点的出海品牌才会配置的团队,主要为分销部门的客户服务,区域市场推广很多时候都涉及到当地的线上销售平台+线下门店展会等推广工作
笔者一直觉得亚马逊站外推广其实是一个伪命题,因为其并不太符合海外营销推广的基本逻辑,所以这个岗位工作干起来会比较别扭,成就感比较低,亚马逊站外推广越来越难做的原因,笔者认为主要有以下几点:
- 客户数据断层:零售的生命是复购,早期亚马逊还提供卖家的电话号码,我们可以通过将这些电话号码修正为标准格式上传到Facebook广告后台里面,对购买我们产品的亚马逊卖家进行定向广告推送,也能通过数据分析,整理出高频复购的用户,通过WhatsApp联系上客户,现在不但连电话号码都给屏蔽了,就算是在产品里面加入引导用户联系我们的卡片信息都直接严禁,这个意味着无论我们在亚马逊上面体量做到多大,都要持续不断地拉新,没办法进行复购营销动作,从B2C商业模式来看,亚马逊站外推广就显得有点伪命题了,你只能不断地拉新,没办法形成用户闭环,你对在亚马逊平台上面购买你的产品用户的消费者画像很模糊
- 渠道流量成本越拉越贵:在《出海纪事: 我们对海外流量的认知与解读》一文中,我们对搜索,社交,广告,电邮,渠道等流量入口进行了详细的特征介绍,在这几大流量入口中,亚马逊站外推广使用最大的就是渠道流量,包括媒体,博客,Youtube,Deal站,群组,社交红人等,在早期这些渠道推广成本还是比较低的,随着后期进场的卖家越来越多,渠道本身流量增长,导致渠道推广不但越来越贵,而且优质渠道对产品也更加挑剔了,无他,因为供不应求,最终选择权牢牢掌握在了渠道手上
- 过于追求ROI,忽视长期推广战略投入:笔者现在越来越有一种感觉,过度强调ROI,不做任何品牌资产投入,将在出海下一轮洗牌中越来越难。有时候也挺纠结的,不做品牌资产投入,就很难让推广效果最大化,只能做一些很简单的折扣促销,从而一起卷,做品牌推广投入呢,又不知道什么时候能看到收益,心理越来越没底
二.怎样才能真正做好亚马逊站外推广工作
这个是Deal说读者们经常问到的问题,所谓“所有的幸福都是相似的,不幸确是各种各样”,笔者根据Deal说团队过去十年在亚马逊站外推广领域的经验提炼出一些经过时间验证的打法和观点,供各位读者们参考,仅是一家之言:
- 不是所有的产品都适合做系统的亚马逊站外推广:很多人都有一个误区,就是觉得站内不好推,一上来就想通过站外出单,还整天想研究一个正向的站外投入产出的模型,其实这是不太现实的,站外竞争很多时候比站内更激烈,只是很多人没看到,亚马逊站内的流量都是精准的亚马逊卖家群体,如果站内流量都没办法转化掉,想通过站外的泛流量转化,那么只能通过提供非常有竞争力的折后价给促销渠道才可能实现。在这里我们提一个观点,对于大部分日用品,用户购买决策路径短的产品,大部分做不了比较系统的亚马逊站外推广,一般只能上比较简单粗暴的促销,一个很简单的判断是,联系红人做测评,基本上没啥人理你,说明你的产品本身就没啥特色,不适合做品牌测评推广,所以对于这类卖家群体,我们的建议是先把普通产品做到尽量极致,做好站内优化,最大限度转化掉站内的精准流量,再辅助站外促销,这个是比较实际的靠谱的打法。
- 亚马逊站外推广是品牌推广的一个模块:对于产品比较有门槛,产品力比较强的卖家,即使站内卖得好,我们也建议要有意识地对品牌推广进行战略性长期性的投入,我们不能简单地将亚马逊平台当作一个现金流平台,没沉淀下任何的品牌影响力资产,这样就很容易虚胖了。我们不能简单地为了推广而推广,而是将亚马逊站外推广当作品牌推广其中一个环节,所以我们就要意识到,有些推广动作是为了短期出单,有些是为了提升品牌影响力,有些是为了让推广效果最大化,如果单纯地追求ROI,那么能做的东西就比较单一了,一般是以渠道流量中的促销流量为主,我们称之为“单一维度的亚马逊站外推广”
- 为自己的品牌打造“线上三把斧”:假如我们要推广一款产品,把我们能直接调用的所有“子弹”进行大类归纳,会发现主要分为:渠道流量体系,社交矩阵体系,老客户体系,我们内部称之为“品牌线上推广三把斧”,这些是平台卖家直接调用的,随着时间和投入具有复利积累的,笔者认为所有致力于品牌化的出海企业,无论以哪个销售平台作为运营重点,都应该有意识地将这三个体系搭建起来,只有这三个体系真的搭建起来,才能在后续流量获取成本越来越高的出海竞争大环境下,更好地存活下来
三.怎样打造品牌“线上三把斧”
前面两小节都是铺垫,本小节才是本文的重点内容,如果你看完前面两小节后,应该就比较好理解我们下面的内容了
首先我们要跳出亚马逊推广整个细分范畴,学会从流量入口的维度去看整个品牌推广,就会发现其实除了deal外,我们还能做更多的东西,当然这个是针对产品力相对较强的卖家来说,营销推广很多时候是锦上添花,比较难做到雪中送炭
渠道流量体系搭建
我们再来复习下渠道流量的概念,从流量入口的角度来说,我们把那些拥有自己流量粉丝受众,具备流量转化能力的渠道,统称为渠道流量,表现形式就比较多了,独立站涉及到一些不太适合平台卖家的联盟渠道形态,为了让大家更好理解这个,下面我们主要从第三方销售平台卖家的角度去看渠道流量:
- 媒体类型:这个是渠道流量里面比较重要的一个组成部分,尤其是一些做长线品牌出海企业,都会非常重视媒体渠道推广,推广形式主要分为news和product review,普遍对产品的要求对比较高,尤其是知名的媒体,媒体推广其实是很难带来多大的销量的,这个由其渠道特点决定,媒体推广相对其他渠道类型来说,具备天然的权威性,尤其是一些大站,权重非常高,能在搜索引擎上面给品牌很好的背书,欧美很多媒体都是亚马逊联盟成员,在做品牌背书和曝光的同时,也能给产品带来一定的流量和转化,但这个渠道的我们更应看重其品牌推广效应
- 博客类型:很多读者都不知道怎样区分媒体和博客的区别,一个比较简单粗暴的判断就是,欧美媒体一般都是一个比较大的团队甚至一个公司在运作,比如cnet,forbes等,而博客往往是个人站长或者几个人的小团队运营,从我们一线的项目推广数据来看,博客的受众一般更垂直,转化率比媒体高,尤其是垂直行业的头部博客,不过其对品牌背书的程度相对媒体就弱一些了,但很多博客也是谷歌新闻源网站,权重也不错
- Youtube渠道:单独把youtube渠道拎出来介绍,是因为Youtube频道算是比较早期的KOL变现渠道了,是视频渠道领域里面玩法最成熟的渠道,对于一些购买决策流程相对比较复杂的渠道,Youtube视频测评应该算是必须布局的推广动作。
- 社交渠道:这个渠道流量类型就能囊括很多了,本身社交渠道就有很多,比如主打熟人社交的Facebook,主打兴趣社交的ins等,不过对于我们第三方销售平台卖家来说,这个渠道我们都是和对应的KOL和KOC合作,尤其是现在KOL的报价日益水涨船高,数据造假现象严重,我们更推荐大家重视和优质的KOC合作,粉丝数量远不如粉丝质量重要
- 促销渠道:这个应该是目前做亚马逊站外推广使用最高频的了,无他,主要因为带货效果相对上面四大类型的渠道来说更加简单粗暴明显,虽然促销渠道比较多,但总的来说主要分为社区型deal站(以美国Slickdeals为代表),博客型Deal站(以美国Dealnews为代表),群组(以Facebook,Telegram,VK三大平台为主),当然还有一些比如Facebook Page(业内也称之为Facebook大红人主页帖),媒体博客的deal alert版块(也就是媒体deal,但上帖要求比较高,不太适合普通的中小卖家)
总体来看,渠道流量是纯广告(比如Facebook ads和Google ads)外的一大块非常重要的流量,加之直接的广告投放并不太适合平台卖家,所以渠道流量就是平台卖家非常重要的流量来源了,渠道流量体系要搭建起来,产品,预算,时间,人力,缺一不可,但一旦搭建起来,就具备从外部往站内输送流量的能力了。
要玩转渠道流量的话,要连点成线,渠道流量特别适合用DSEAS模式来串起来,DSEAS分别代表着Demand,Search,Evaluation,Action和Share
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)
社交矩阵体系搭建
如果说渠道流量是我们本身并不创造内容,借助他人的力量去推广我们的产品和品牌,那么这个社交矩阵体系就是靠我们自身力量去推广了,这里我们谈论的社交矩阵体系,不包括直接的社交广告投放,因为直接投社交广告到第三方销售平台普遍效果比较差,因为只有展示和点击数量,没有转化等数据,广告系统没办法自我学习,所以这里我们指常规的社交矩阵体系运营版块
鉴于语言和文化的差异,一直以来社交运营都是出海卖家比较头痛的地方,很多都是将社交平台当作新品和折扣信息发布使用,有些读者经常向我们抱怨,自己公司的社交网站用户粘性非常低,属于自嗨型运营,但公司的考核标准又是出单导向
关于社交矩阵运营,我们的观点是:
- 对于致力于做品牌的出海卖家来说,主流的社交平台都要开设自己的社交账号,可以暂时做不好,但不能没有,和官网一样,社交账号也是一个品牌在线上的重要门脸,尤其是对于一些购买决策流程比较长的产品来说,客户在最终付款前,一定会做足够的调研,品牌方的社交账号也是客户经常关注的渠道,很多潜在目标用户都是潜水的,他们不只是看你自己说什么,更加看你对其他客户说了什么,社交平台则提供了这种天然的观察平台。
- 社交矩阵是否运营得好,与产品的话题性是否多样性有很大关系,越专业,细节越多的产品,相对一些比较简单的日用品来说,更容易做好社交运营,随着大部分的社交网站自然触达率的降低,我们在评估社交渠道运营指标的时候,应该弱化ROI,从整个品牌推广布局的视角去审视这个版块的作用
- 在打造社交矩阵体系过程中,应该积极和渠道流量体系进行交互,社交体系能将渠道流量体系的创作的内容进行二次传播和品牌内容资产进行互联网聚合留存
- 社交矩阵要持续沉淀老客户和借力渠道流量体系的力量对潜在目标用户进行增量,当然这个基石就是产品以及产品所在的赛道能挖掘的话题性内容有多少,要不这个用户留存率会比较低
笔者认为,社交矩阵体系搭建工作,对于大部分品类来说,属于重要不紧急的工作,细水长流。
老用户体系搭建
这里的老用户不是指年纪大的用户,而是指已经购买过我们产品的用户(也包括使用过我们产品的用户),笔者认为对于平台卖家来说,尤其是亚马逊平台卖家,老客户体系搭建是最有挑战性的了
但这一步也是我们要走得更远的必须踏出的,因为越往后,获客流量成本就会越高,出海品牌未来的核心竞争力,一定会包含低成本获客,忠实用户数量等指标
关于老客户体系搭建,我们的观点是:
- 当我们在站内已经有一定体量的时候,就需要重视官网的搭建和运营,和国内的电商环境不一样,国外用户除了在亚马逊这类的大平台购买外,也喜欢去品牌方的官网逛下,所以我们会看到一个很有趣的现象,品牌独立站在国内基本上没啥搞头,但在海外,很多DTC独立站存活得还不错。从我们的一线项目数据反馈来看,独立站可以作为平台的一个重要补充,最基本要做的的是,当用户搜索我们的品牌词的时候,我们独立站要出现在搜索结果的前列
- 只有域名和服务器在我们自己手上,才是真正的线上资产,可以尝试以官网作为站外大本营,不断一点点的沉淀访客的数据,这个也是相当细水长流的工作
- 在前期冷启动的时候,我们可以把老客户的定义扩展一下,包括那些有意向的潜在目标用户,都可以一起囊括到这个体系里面一起运营,沉淀到EDM邮件列表里面,沉淀到社交平台上,一些专业性比较强的,如ebike之类的品类,日常讨论性话题比较多的,可以沉淀到比如Facebook group里面去,这些都是手段,目的是让用户在我们不同的留存池里面进行流动,最大限度将有用信息及时传达到有需求的用户心智里面去。
- 老客户体系和前面渠道流量体系和社交矩阵体系并不是严格分割的,都是不同的流量入口,但又相互交融,要整合起来打组合拳,最大限度让每一笔推广投入最大化,这个就相当考验操盘手的整合营销能力以及对海外流量入口和落地手段的理解能力了
很多第三方销售平台的卖家,包括曾经的我们都是,对站外的认识都是一步步提升的,怎样避免内卷?那么就是提升我们的整体专业度,包括产品打磨,这个是1,后面其他的都是0,其次就是要有系统化的品牌营销运营思维,不能非常分裂地去打,据笔者观察,这个是很多出海企业都很容易犯的问题,最后就是要有耐心,一点点去沉淀,“品牌线上三把斧”每一把都是很讲解沉淀的,必须日拱一卒,做过的小伙伴应该都能体会到这点。
正如我们前文说到,不做任何品牌资产投入,将在出海下一轮洗牌中越来越难,我们必须拥有能随时调用的“子弹”,后续才能走得更远,很多时候,时间才是最高的门槛。
文末广告:Deal说团队提供各区域Deal站和群组推广业务,目前和国内多家头部出海品牌均有合作,各位读者有需求的,可以联系我们对应同事,微信号:tmishi123
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