b2b外贸英文网站项目案例挑战#2(2018.07.21更新)

2018.06.21更新

博客文章是我现在最需要弄的,由于是专业文章,所以找到这方面的文案专家不这么容易。以后再总结。

因为要写博客文章,我又花了一点钱,做了个市场调查,没想到更加的垃圾,真应了那句话,便宜没好货。

其实如果真的做一个好的市场调查价格会非常的高,而且是非常有用的,在网站制作之前就做一个调查是最好的。

贴出来看一下。


Defined Target Audience for your site

  • Mining Companies
  • Engineering companies
  • Small and large builders
  • Real Estate Companies
  • Sanitation companies
  • Oil & gas Companies

 What are their pains and passions?

  1. Financial stress
  2. Increasing revenue and profits
  3. Recruitment of new employees
  4. Government regulations
  5. Cash flow problems and management
  6. Work-life balance
  7. Overwhelming workload volume
  8. Problems associated with people
  9. Managing administration
  10. Turning off the brain
  11. Planning the next step for business

Top frustrations?

  1. Their Business
  2. Motivating employees
  3. Slow payments
  4. Wearing many hats
  5. Getting past the gatekeeper
  6. Lack of business etiquette
  7. Difficult customers
  8. Misplaced motives

What are their desires, goals and objectives?

Goals

Focus on their Business. Focus on taking better care of their Business for the year ahead.

They talk to their customers more. Customer needs and wants continuously change over time.

Evaluate their stress levels.

They Plan ahead financially.

Desires

Growth of their Business

Have a Satisfied life ahead

Objectives

  • Profitability
  • Productivity
  • Customer Service
  • Employee Retention
  • Core Values
  • Growth
  • Maintain Financing
  • Change Management
  • Marketing
  • Financial Free life
  • Secure Financials

What are their fears?

  • Losing customers
  • Access to capital/credit
  • Key employee defections
  • Cash flow
  • The Instability of Working For Yourself
  • A Crisis of Cash Flow
  • Fear of Sales
  • Fear of Networking

Consumer Behavior:

  • Least likely to be a price conscious.
  • Buy on impulse
  • Do care about the attractiveness of product packaging
  • They Care About Product Life time

Shopping Behavior:

  • Most likely to shop impulsively
  • More likely to buy products which are at Good price with quality.
  • They are not so much brand conscious

Where to find Them on Social Media

Facebook

Twitter

LinkedIn

Magazines

Online Blogs

Business Groups

Instagram

Their Personal website

How To Reach Them

  • Email Marketing
  • Social media plateforms
  • Digital Advertisements
  • Personal Emails
  • Words of mouth
  • TV ads

 Top countries that will import your products

Japan

India

Pakistan

United states

Russia

South Korea

Germany

Turkey

Mexico

Some recent fears of your audience

  • Reduced optimism for the year ahead
  • Weakened revenue growth over the past year
  • Fear that the government and its policies will not support their efforts
  • An increase in stress because of the economy
  • Only 41% of business owners understand their insurance options

 Top Challenges which your Audience Face

  • Cash, Borrowing, and Resource Management.
  • Increased selection and competition
  • Marketing and Customer Loyalty
  • Regulation
  • Problem Solving and Risk Management
  • Financial management

 Your audience Buying decisions

  • Peer reviews matter (52%)
  • Using a company website (36%).
  • Face-to-face conversation with a salesperson or other company representative (22%).
  • Face-to-face conversation with a person not associated with the company (21%).
  • 73% of your Audience is using omnichannel
  • Viewing ads on social media and digital ads

Top B2B Marketing Strategies

1. Dig deeper when targeting your demographic.

Often times B2B marketers take the “spray and pray” approach when it comes to targeting their demographic. This can be a huge waste of valuable marketing dollars. You can fix this by narrowing down your audience using “hyper-targeting”. While not a B2B company, Lululemon does an amazing job of this. Their marketing team went as far as creating personas for the male and females they’re trying to target. “Duke” is 35 years old and an “athletic opportunist” who enjoys surfing and snowboarding. “Ocean” is a 32-year-old single professional woman who makes $100,000 a year. While it may almost seem silly creating fake personas for your target market it can, psychologically, put you into their mindset so you can make marketing decisions that are more likely to resonate with them.

2. Get feedback.

Not doing customer research or surveying your audience is like flying a plane with a blindfold on. Getting feedback from your target demographic isn’t an option, it’s a necessity. B2B marketing must be driven by data over anything else and without truly understand your audience, your marketing strategy is as good as guessing. One of the best ways to go about getting feedback is to employ a survey process into your marketing methods. This can unlock incredibly useful data when it comes to events, conferences and trade shows.

3. Extend your funnel.

What differentiates B2B marketing strategies from B2C strategies is that the cycle a user takes to go from prospect to lead to customer is much longer. This is for many reasons: product/service education takes more time, buy-in is usually needed from higher-ups, and budget allocation/approval is a lengthier process. However, many B2B marketers create a short marketing funnel thinking that it will lead to faster sales. Here are some proven ways to nurture your leads by extending your funnel:

  • Create content that helps educate potential customers on your product or service.
  • Host webinars that offer more value than sales pitch.
  • Use social media to build your brand by engaging with your target audience rather than selling them.

4. Invest in an explainer video.

An eMarketer study found that B2B buyers name video among the top 3 most useful types of content for making work purchases. One of the most popular (and successful) ways of utilizing video in a B2B marketing strategy is by creating an explainer video. This type of video content usually takes the form of a story to inform the potential customer about your product or service, your unique value proposition, and exactly how it will benefit them.

5. Create goals and milestones.

Goals are important but milestones are even more important. You can think of goals as the final destination, whereas milestones are the steps needed to reach that destination – your map. It may seem simple but often times marketers forget the importance of understanding exactly how to reach their goals. You can start by evaluating your marketing goals and reverse engineering them to discover the most efficient way to reach them. Break down this analysis into simple, easy to understand milestones. Doing so will make the entire marketing process easier to comprehend for your team and there will be no hesitation as to how you’ll be reaching your marketing goals.

这个东西真的不咋地,而且是修改了好多次才到这个程度,本来我想对我的客户进行一些详细的了解,但是做出的结果如上所示,没有达到我的要求。

这是我第一次做这个东西,尝试了一下,完全的不行。

待更新

2018.07.21更新

一直困在文章写作上面,因为找一个能够了解我们行业的作家很难。

网站的博客文章,我是找的专业作家写的,并不是我自己写的。

这里就记录一些外包的一些事情。

两个平台的选择:upwork.com和 textbroker.com

1.upwork.ocm

这个平台很容易进入,怎么注册就不说了。

允许信用卡。

但是这里要提的是:upwork里面的专业作家很多,浑水摸鱼的也不少,真正高质量的文章,价格非常的高,随随便便一篇文章就100美元左右(1500字左右),b2b的博客文章,我个人认为没有必要,但是确实质量越好,吸引力也就越强。

在前期已经研究出了我们想要的关键词,这里我们就要围绕着关键词来做文章。

在这里技术性的文章比较难得,也不容易找到这样的专家,所以写一些信息类的文章还是在我们的主要考虑之内。

但是这里,我们又怎么要求客户来按照我们的要求写呢?

这里有一个模板可供使用:

自己可以按照这个添加或者删减。

Please read this content brief until the end, every detail is important and we will be checking against this brief when approving or refusing the content.

Objective

The goal of this post is to…

  • Desired Word Count:
  • Call to Action:
  • Distribution Format:
  • Usage Plan:.

Examples

Brand Info

  • Market:
  • Brand Name:xxx manufacturer -xxx.com
  • Brand Messages:

Reader Profiles

  • Demographics
    • Age
    • Gender
    • Marital Status
    • #/Age of Children
    • Location
    • Income
  • Goals and Values
    • Goals
    • Values
  • Challenges and Pain Points
    • Challenges
    • Pain Points
  • Motivation For Reading
  • Buyer’s Journey Stage

Writing Guidelines

  • If you no further instructions provided, represent the site and use the word “We” and refer to the readers as “You”.
  • Be conversational and engaging.Ask questions frequently and be friendly in the post. Try to relate to reader situations and stories.
  • Short, concise sentences are preferred. Convey your ideas as simply and clearly as possible. Avoid fluff/filler words for the sake of word count.
  • Use everyday vocabulary –this isn’t an academic paper.
  • Cite the source if you’re presenting a fact.Only cite credible & authoritative sites (wikipedia, big magazines, webmd, etc. Only link to high quality and in-depth work)
  • Please backup ALL your facts with links to evidence preferably from a site with some kind of authority in the market
    • When link out, insert the link on the most relevant words(<like this) in the sentence instead of pasting the entire URL.

Formatting Guidelines

  • Use descriptive sub-headingsto break down the topic
  • Keep paragraphs short.Since this is the web where attention spans are short,. Even 1 sentence paragraphs can be appropriate. Maximum 2 sentences per paragraph.
  • Use bulleted lists frequently to make the article more scanable.
  • Use boldor italic to emphasize important points.

SEO Requirements

  • Main keyword should be mentioned in the first and last paragraph.

Other Post Type Specific Guidelines

Article Template To Follow (Important)

Please use the following template for all articles. Each section should have its own heading.

>>> Modify this part based on the content type. <<

Title

Section I: Introduction

Section I: Body

 

Section III: Conclusion

 

当然,这只是在内容上有一个大致的要求,但是,标题是很重要的,我一直困惑在这上面,本来我打算让作家写文章的时候把标题也一起写了,但是不尽如人意,因为这样作家没有一个方向,他不清楚怎么去写,只能给你写一个大概的情况,所以,相信质量也不高。

因为我们的预算也不高,所以不可能找到那种真心实意去写的作家,即使我们的预算很高,也是需要慢慢的去找,不可能一开始就找的到。

在前面提到没有一个方向是不行的,所以,又专门的让作家写了二十条标题,其实这个标题不可能个个都合适的,所以,还是要不停的找,找到适合自己博客文章的标题,这个其实就是废话。

但是,这里提供了一个思路,先让作家帮你写几个标题,你挑一些合适的,然后再让作家帮你写内容,这样就好多了。

因为刚开始我是让作家写的内容,没有提供标题,只提供了关键词,所以,写出的文章不尽如人意。

2.textbroker

这个进入有些困难,需要护照才行,所以没有护照的,申请不了这个网站的会员。

但是这个有一个好处,是按照级别来划分作家的,自己看一下吧,我觉得,这个网站还是比较适合我的,最起码不用费心的去跟作家说怎么样怎么样,如果写的不符合你的要求,直接拒绝就可以。

textbroker

这个价格是一个常规的价格,如果你指定了某个专家(DirectOrder),他们会给出他们的文字价格。

textbroker order

有上图可以看到其实价格一般情况下,存在的区域是1.5–20 cents/word,这是我们指定的作家来写,大多数情况下,选择openorder就可以。

textbroker有个不好的地方就是不能和作家交谈,你可以直接发布订单,符合条件的作家就会直接接下单子,然后写完会等待你的审查,合格了,你就接受,不合格,你就拒绝,但是需要填写拒绝的理由,哪些方面不符合。

最近稍微忙一些,估计博客又要放下了。

 

3 thoughts on “b2b外贸英文网站项目案例挑战#2(2018.07.21更新)

  1. 你的站不错,向你请教两个问题,盼赐教。
    1
    ES是著名的手机版文件管理器,ftp可以连接到服务器,但怎么找不到上传文件的地方?
    2
    在手机查看我的站,源码里面的文字怎么都变成了问号?而且首页成了乱码?编码没有错,是,请大虾帮忙看一下
    我的站是 mywz999.com

    1. 很抱歉我没有玩过es,没有操作过这个,所以对这个问题不了解。
      你的网站确实都是乱码,仔细查一下代码,应该是编码出现问题。

  2. Good day! This is kind of off topic but I need some help from an established blog.
    Is it very difficult to set up your own blog? I’m not very techincal but I can figure
    things out pretty fast. I’m thinking about making
    my own but I’m not sure where to begin. Do you have any tips or suggestions?
    Appreciate it

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