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What is Digital Marketing?

The importance and power of Digital Marketing

Things are changing every second in Information Technology Industry. In 21st century, the enhanced digital products have created a brand-new living style.

In the past, people tend to enjoy watching TV while they are having meals. For now, mobile phone has entirely replaced TV and can do even more.

People used to go to shops far away to get what they need but as time changed, most people tends to purchase in E-shops instead as it is much more convenient and saves lots of time.

Most consumers are so into this colorful online universe. And this has led to an enormous change in previous marketing environment. Nowadays, fewer and fewer people are shopping in person which has caused a gradual drop for offline shops. TV Ads are also out of time for the recent years as they are not supposed to reach a range of the target audiences. Smart marketers should have sensed the traditional Ads and medias have been a spent force. In this circumstance, what they need to do is to improve the existing situation is to find out a way. As a matter of fact, online marketing, one of the approaches of Digital Marketing, has been quite an obvious life-saving straw for them and it also seems to be the best for now.

So, what is Digital Marketing? You can say it is a combination of Information Technology and Internet, which aim to get a better promotion purpose.

Due to the surging technology enhancement, Digital Marketing is no longer limited to computer. It is also applied in smart phones, tablets and some other platforms. This has greatly solve the problem of limitation of location, time, cost and other factors.

#1.1 The importance and power of Digital Marketing

Digital Marketing is being more and more universal in the world. It has been commonly used through the whole hierarchy in every company which definitely shows its effectiveness.

According to data from Audit Commission, there is a steady growth in resources that was put in Digital and Media promotion areas. It is estimated till 2017, the annual increment has reached over 30% when compared with 2015, which presents a much faster pace to traditional marketing channels. Same situation happens in US. From data of U.S. Commerce Department, from second quarter of 2013 to same period of 2015, increment of Ecommerce has far beyond physical shops. What’s more, sales amount of latest Thanksgiving faced a drop unexpectedly.

Shopping online has no longer been a privilege for young people. As a matter of fact, over a half of users aged 45-64 have attempted to purchase online and even for users over 65, it is estimate over 48% of them have attempted to purchase online. Once you begin your Ecommerce, it is also a symbol that your products and services are facing the whole world. All users in the Internet may be your potential client through your website or E-shop.

# Personal Sharing

I would like to share my personal experience. As a father of three children, I would like to purchase health products for them to keep them healthy. Actually, there is a list for all the supplements and Organic products sorted out. Given most of the products are not available in HK, I have to find them on one of the E-shops from U.S. district. As time goes by, my own experience shows that this E-shop is very competitive among the industry as it has a wide coverage of products users may need and its pricing strategy is also very competitive. Besides, transportation has been efficient and fees are so reasonable (HKD 40 for each order).

Digital Marketing is always with a great impact on all industries. Even you have earned an Exclusive title for a brand in Hong Kong, users may still purchase online on other market. At the same time, we can see the rise of a new business model built up by Uber and Airbnb. These creative models are all accelerating Ecommerce to enter our life. The Eco-system in the entire industry is changing, if you want to keep the competitiveness of the brand, to study user’s behaviors and customize your own strategy is a must.

Plenty of professional term may ring a bell when talked about Digital Marketing. Most frequently, we can see: Search Engine Marketing (short for SEM), Search Engine Optimization (short for SEO), Social Media Optimization (short for SMO) and all related Analytics. These complex terms and concepts are becoming more and more important if you want to beyond your competitors and become a winner. So you’d better study and make good use of them.

Beside what we mentioned above, Digital Marketing itself, is also changing day by day and has outstretched some related strategies, such as: Search Marketing, Display Marketing, Video Marketing, Social Media Marketing and Mobile Marketing. All of them have different target audiences and can help on your business on different aspects. You may ask why and the reason is simple: all these marketing strategies are based on data of user’s behaviors. It’s the best way to provide what user might need by knowing their behaviors. It’s not an exaggeration that your business will be eliminated if you cannot catch up with the change of the market.

#1.2 Difficulty of Digital Marketing: Master of measurement

Marketing Giant Peter Drucker has ever said: If you cannot measure it, you cannot improve it.

In the past, marketers used to wait for 1-2 weeks for a better understanding for the result of their marketing strategy. For now, instead, marketers can evaluate the results almost simultaneously as they can get instant data from digital tools. This proves how valuable data is and furthermore, the question is how to change data to business?

Marketers are supposed to find out users purchasing behavior and set up Digital Marketing Strategies accordingly. It is not a certainty the same pattern of strategy can suit different products and industries.

The key to success is to sort out the pattern and amend strategies timely due to plenty of factors reflected from data.

A brand new Digital Marketing Model may help you to enhance your competitiveness. It is also a compulsory measurement for your business.

As a Digital Marketing Planner/Strategist, there are so many Digital Strategies have been proposed to enterprises and mid-level companies. All those strategies are developed through the experiences and knowledges for the past years. Till now, they have helped on the companies we are cooperating, on catering targeted audience expanding their market and enhance users’ experience to the Ecommerce site.

I would like to take it as a metaphor: a Marketing Strategy is like a guiding star, which provides a clear direction for marketers and the company and lead them to the final destination. It is also an arsenal, whenever you need a weapon, you will always be able to find a suitable one in it to win the battle.

#1.3 Combination of Technical approaches and Operation

1)In the first interaction with the user, could the existing content solve their problem or satisfy their needs. Or is it special enough throughout all similar contents from your competitors?

2)Are you prepared to face to negative comments of your brand?

3)Once any PR Blunder happens unexpectedly, would there be any instant approach you can take to solve it so that you can maintain a good relationship with the users?

Professional markers should have a full picture of the marketing plan so that they can properly distribute the resources and budget to both Online and Offline aspects. For Start-ups and Non-Profit Organizations, it would be very helpful if they can make good use of Digital Marketing so that they may expand their TAs and markets.

As most of us know, Digital Marketing’s coverage is far beyond Traditional one. Of course we are not talking about Traditional Marketing Strategies are to be get rid of. Instead, we would rather say Traditional Marketing concepts are to be turned into Digital Marketing. Every Digital Marketing plan for a specific company is so how based on their Traditional Marketing purpose. The point is digital ones can achieve much more in this era.

# Case sharing: Timing and accuracy matter in Digital Marketing

Last Oct, an aesthetic medicine brand decided to launch an online advertising. They found two celebrities: Louis Yuen and Michelle Lo to act as twins. Two twins are treated very differently, which lead to a tremendous contrast for their external experience of skin. Through this angle, this brand wants to show the importance of skin care. Once the advertising is launched, voices and Social Mentions for both the brand and the 2 celebrities have greatly increased. Aside from the surging views to the advertising, the Facebook like amount of the brand also boosted for 10% due to the hot topic.

As a matter of fact, Louis Yuen and Michelle Lo has ever acted as twins before in a show in 2010. This aesthetic brand grabbed the opportunity and re-heated this topic successfully so that more users know their brand by this topic. Of course, the “twins topic” can also be adopted by other brands when it is still upsruging.

Hot topics are created every day. Whether they can bring in benefit to your own brand depends on how marketers use it. In 2016, one of the classical music “Mariage d’amour” from Mozart are matched with a single lyric “chicken, all of them are chicken”. Lots of ideas are linked up to this song from various industries’ marketers. In another case, there was a tutorial teacher showing a thank your message in WhatsApp on his Facebook, he claims the message was sent by his student. But soon, netizens doubts on the reality of the message. At the same time, plenty of marketers realized that this approach can make voice and social mentions. They just do the similar thing to attract more user to know their brand.

I suppose most markets know the importance of instant response in Digital Marketing, there ae still many factors that might not allow the posts in their brand Facebook to meet the “instant” criteria. We can think in this way, from the time we find out a topic, it takes 1-2 days for how to use it properly and design the post contents, some of the companies might also need to pass the hierarchy approval of the post, which should also take 1-2 day. Once it gets approved, the topic is not long heat anymore.

From the assumption above, we may see in this new era, Timing and Accuracy is so critical that it is directly link up to whether the plan can be successful or not.

#1.4 Three keywords in Digital Marketing

1.Relationship Marketing

There are three different modes of linkage in Digital Marketing: Financial Bonding, Social Bonding and Structural Bonding. The last Bonding will be the most practical way, let me explain more below:

1)Financial Bonding:

Financial Bonding mostly depend on the price and there is very few consideration paid in the quality and brand. We’ll take Ctrip as an example, it contains all kind of flight companies’ schedule. Most users can easily choose the lowest price ticket on it. This is what is called Financial Bonding.

2)Social Bonding

Not only focus on price, but also tend to rely on a certain brand. Given quality are the same, users still tend to focus on price. We’ll also take an example here. A Company is my frequent purchase company with reasonable price. But I found B Company is with a more attractive price. I will purchase in B Company this time but I will still consider to purchase in A Company in priority next time as I know the staff there and we always have some nice talks when I am finishing the payment.

3)Structural Bonding

Compared with the two bonding above, Structural Bonding is so different that users can not reject to choose you. For this part, we would like to take Apple as an example, getting an Iphone is so easy because Steve Jobs tells you Iphone can read out your email now. Later on Steve says you watch does not need to rely on your phone to get message, SIM card could be inserted to your watch. Then you become a big fan of Apple, expecting their latest product every moment. Maybe you think of to quit its product somehow, but you just can’t because you are linked with it and you can’t guarantee you can fit other product again.


This part will contain four aspects: Product Personalization, Website Personalization, Email Personalization and Communication Personalization.

1)Product Personalization

Amazon is one of the biggest shopping website in US. After you search the books you want in the website, Amazon will remember your preference recommend thing that might interest you. More data you have ever searched, more accurate the recommendation will be.

2)Website Personalization

Have you ever think of this question, every one launched a website, they are seeing the exact same standard page. What if the website can know every time the user gets in, they tend to enlarge the wordings so that they can read the contents and next time he visit the website, the website can automatically enlarge the wordings to convenience the user.

3)Email Personalization

Promotional emails are so command in all industries, but have you ever checked whether the recipient’s name are correct or not or these email are read or not?

4)Communication Personalization

To customize every communication makes the users know they are respected and increase the possibility of success. To send them the content they need at a reasonable frequency can gradually build up their awareness to your brand.

E-CRM Strategy can be developed by customizations factors mentioned above, choice assistant will be very helpful at this stage. A choice assistance is a tool to narrow down what you need. In other words, it is trying to help you to find specific TAs.

Besides E-CRM Strategy, GA could be a very powerful weapon in customization.

No matter in what kind of social communication tools, customization is supposed to be the best way to get to users. When we are using EDM, it is only an anonymous letter to a user. We have entirely no idea who the user is, their preference, behavior or age. But once you can get more information or assumption what the user may like or what’s their age, thing can be really different.

Google Analytics, known as GA, have been widely used in Digital Marketing field. By installing this tool and study the data of your website, you know better what the users are reading in your website, what their preference are and which pages they barely read.

QR code is widely used for the recent years for joining some campaigns. People can easily access to corresponding page by scanning QR code. Of course, people don’t mind to scan the code to enter the website, but without GA, data can not be collected. It’s true that we might be able to evaluate the result of the campaign manually. But GA can collect the data, the result can be seen more accurate and faster.

3.Online Advertising Checking

1)Bounce right after click through

You might find some user tend to stay only on the page after they click through the Ad, other may go to a second page and some may go further. If most users only stay in the page right after they click through, that means there must be something wrong about the brand or about the content of the Ad.

2)Bounce At Payment Stage

This is a very important stage. You might see users download payment sheet, but eventually, they do not proceed the payment. All the payments that are not done might due to certain factors, which does not fit users’ behavior.

For some application form, you might have already gain some information of the user, like email address or phone number. Email can be sent to encourage to finish the payment and find out whether there is any question regarding the payment system.

There are so many important points and tips mentioned above for digital marketing. To conclude, to begin optimization of your website, you will need to install GA, find your TAs. You may both post your Ads to let users see your brand or you may also send out EDMs to get their attentions. Last but not least, once you got them, personalize the approaches to don’t let them go.

Wish you achieve your goal successfully by digital marketing approaches!


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網路宣傳手法就是利用互聯網進行宣傳,現在我們每天都在利用網路,網路的覆蓋面廣,可以幫助我們進行有效的宣傳,下面我會進行進一步的介紹,教你認識它。 一、網路宣傳活動的方式 1、可以通過搜索在引擎上註冊並提高排名來進行宣傳自己的品牌企業。如果你的網站能夠在搜尋引擎上排名靠前就是一種很好的宣傳方式。 2、可以通過微博、博客進行行銷,利用知名博主的影響力,讓博主幫忙推廣自己的品牌,從而擴大品牌的影響力。 3、可以通過在網站上經常回答問題,像百度知道,搜搜問答等方式,回答問題,利用自己的知識來解答問題,同時也可以做到進行品牌的宣傳的目的。當然在網路宣傳管道還有很多。 二、網路宣傳活動的優勢 網路上人多,可以進行有效的宣傳顯示公司的實力。可以迅速的贏得知名度與樹立企業的形象。打破了傳統媒體宣傳的方式,使企業的宣傳更具有獨立性,能夠根據企業的需要進行專門的宣傳。同時也有利於提高企業的資訊化水準。 網路在當今社會的影響越來越大,作為企業也要學會適應,利用網路宣傳。良好網路宣傳可以節省企業的廣告費用和人工費用。



今時今日,愈來愈多商業機構意識到數碼化的重要性,明白如果遵從舊有的市場營銷策略,不管是否處於市場領導者位置,也遲早會令營利逐步萎縮,甚至會被市場淘汰。可是,反而不少非政府機構(non-governmental organization,NGO)卻在數碼化方面多半停滯不前。 相比一般的商業機構,不少非政府機構往往尚未建立與時並進的營銷思維,而且對於網上營銷和數碼化的成效抱有懷疑態度。例如他們仍保持舊時代的線下宣傳思維,覺得只定期上載活動照、活動詳情,已經達致理想成效,而且對於撥出部分預算用作社交平台的宣傳費,他們總是不多考慮,因為他們不夠清楚廣告的回報和成效,擔心這是「燒錢」的行為。 這很大程度因為他們會基於其發展背景和規模,形象偏向保守,內部的持分者未必敢於接受和嘗試各種日新月異的數碼平台和嶄新的營銷策略,那麼就算在其他方面均完全配合到,亦無法有效跟上數碼化的步伐。 即使部分的非政府機構有緊貼市場的營銷思維,但另一個阻止他們數碼化的障礙,就是資源不足的問題。 一般而言,非政府機構的營運資金來源源於捐款及公帑,形成在沒有足夠資源的情況下,他們必須作出取捨。然而,很多時候開發數碼平台,甚至找尋市場推廣及公關?中介公司專業協作,通常需要不少支出。最終就算在資源緊拙的情況下,只能把數碼營銷放於較次要的位置。 可是,其實就算對非政府機構來說,數碼化還是非常重要。因為在數碼化的推波助瀾下,他們能更有效找出目標群眾,成為業務發展的增長,而且亦有助這些機構提供更好更貼近市場需要的服務,形成雙贏局面。 然而,當面對這種「內憂外患」的局面,非政府機構該如何自處,有效發展數碼化? 首先,找出真正懂得網絡營銷及策略管理的人管理社交平台。很多時候,企業管理層多半將機構的網絡營銷重任給予前線同事,以為「有接觸社交平台=掌握如何發展其社交平台」。事實上,要成功透過數碼化發展機構,背後卻需要很多專業分析和技術。其次,機構持分者需放寬部分權力給予新世代營銷的專業人士,一起發展及制訂數碼策略。  


獨立外貿企業站點 做好谷歌SEO優化的7個技巧

很多的外貿企業在建立獨立站點的時候,往往只注重網站風格方面是否貼近歐美風格!而忽略了網站架構、代碼是否符合谷歌SEO要求!導致當網站需要做谷歌SEO的時候,因為種種原因需要改版才行!今天優易化就和大家談談外貿品牌建站初期需要注意的問題以及外貿網站谷歌SEO優化7個小技巧! 外貿網站建站初期需要注意的問題 首先,就是網頁風格涉及方面需要遵循西方風格,符合西方的審美,以便於用戶在瀏覽的時候提升親切感,用戶在你網站停留的時間才會更長,更多的去了解你的產品! 其次,需要考慮的是是否符合谷歌SEO要求,比如網站架構是否是響應式的,網站代碼是否簡潔、各種元標簽是否完善、是否存在錯誤代碼以及錯誤鏈接等等! 最後需要考慮二次開發的成本,因為外貿網站一旦推廣開來,還可以加上商城系統以及會員系統來維系客戶關系等等! 以上就是外貿品牌建站初期需要考慮的幾點問題!建站初期規劃好才能夠一勞永逸。下面我們再來看看外貿網站做谷歌SEO需要注意哪些問題吧。 一、給網站設置HTTPS 我們在瀏覽網頁的時候,地址欄前面會有一把鎖的提示,如果網站沒有做HTTPS,則會提示當前瀏覽的網站不安全,如果用戶看到這個提示,會直接影響用戶對當前瀏覽的網站的信任度,比如在購買產品或者瀏覽內容的時候產生質疑,質疑產品和服務會不會是假的?繼續瀏覽網頁會不會中毒?等等!所以給網站做HTTPS是很有必要的!網站有了HTTPS可以增加用戶的信任度,讓用戶更讓新的瀏覽網頁內容。了解您公司的產品及服務。做好HTTPS對於谷歌SEO優化是有加分的。 二、提升網站訪問速度 據有關機構統計顯示,有55%的用戶在訪問移動端網站的時候,等待時間超過3秒會選擇離開!當你的網站訪問速度過慢,你將會失去很多的流量,而用戶會選擇其他的網站進行瀏覽,不會在你的網站上面浪費時間。 我們可以發現網站訪問速度慢的網站通常是很難獲得好的排名的,提高網站訪問速度是至關重要的一個環節,可以通過壓縮網站代碼、開啟CDN加速、等方式提高網站的訪問速度,也可以通過Google提供的網站速度測試工具google pagespeed給網站打分,通過分數結果,我們可以清晰地看到網站在哪些方面還需要優化。同時Google還會提供一些優化建議和診斷結果,再進行針對性的優化就行了!提高網站訪問速度對谷歌SEO優化是有幫助的。 三、清除網站無效鏈接以及死鏈接 前面我們提到過網站訪問速度是很重要的一個環節,而清除網站無效鏈接以及死鏈接也是很重要的一環,從谷歌SEO優化推廣的層面看,網站存在大量的無效鏈接以及死鏈接,將會極大的影響網站在谷歌裏面的搜索排名;而從用戶的角度來看,如果網站上面存在大量的無效鏈接以及死鏈接,將會嚴重影響用戶體驗,一旦用戶產生厭惡感,後面將不會再來了。 對於網站更新或改版過程中產生的死鏈,我們可以通過第三方的死鏈檢測工具來進行檢測,然後有針對性地清除這些無意義的鏈接或者死鏈接,做好301跳轉,將用戶或搜索引擎蜘蛛引導至正確的頁面;或者做好404頁面,告知搜索引擎或者用戶這個頁面是不存在的。 四、用好canonical標簽 一般的外貿企業獨立站點都是對語言的站點,這樣更方便不同國家的用戶瀏覽您的網站,但是對語言網站如果不進行相關設置對搜索引擎而言,是不友好的!搜索引擎不知道哪個頁面才是重點頁面!通過canonical標簽我們可以讓搜索引擎知道哪些頁面是重點要強調的內容。 其實這裏提到canonical標簽更主要的一點還是因為,谷歌SEO優化的過程中需要保持URL的唯一性,所以這個標簽的作用其實是針對搜索引擎的,對於網站的訪問者是沒什麼影響的。 五、使用Hreflang標簽 Hreflang標簽是用來定義頁面國家和語言的,外貿獨立站點基本上都是多語言網站,通過Hreflang表示當前王爺語言所針對的國家,這樣方便谷歌在建立索引的時候准確地向不同國家和地區的用戶來展示合適的網頁內容。...


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要數近日的城中熱話,一定是《Pokemon Go》,沒有之一。 《Pokemon Go》是已故任天堂社長岩田聰的遺作,亦是任天堂創辦一百二十七年來的首個手機遊戲。在它面世之前,其實任天堂早已陷入銷售的低潮,在二零一零年起,就出現了過去三十年來的首次虧損。 最大的原因,一方面在於日本的遊戲廠商面臨一個很大的挑戰。相對歐美的廠商,無論技術、資金和人手也明顯被比下去。 另一方面,在於任天堂一直不太願意進入近年大熱的手機遊戲市場。因為任天堂除了是一家遊戲製作公司,更是一家硬件製造和銷售商,假如它將旗下遊戲打進手機市場,顯然會影響自家的掌上型遊戲機硬件銷售量,形成自己打自己的情況,最後未必帶來可觀的利潤。 因此,在任天堂二零一四的原定計劃中,只是希望利用現有的iOS和Android設備宣傳品牌,推出旗下經典遊戲的試玩版,而非正式版,假定當玩家被試玩版吸引後,自然會花錢買主機和遊戲。 可是,任天堂大概沒有想過,自從《Pokemon Go》推出後,迅速成為美國、澳洲和新西蘭三大測試地連續三天App Store收入冠軍,連帶製作該遊戲的遊戲公司任天堂亦因此股價急升,數天內獲得九十億美元的增值。除此之外,這遊戲更吸引了大量社交媒體關注,在遊戲推出後,Twitter的話題也短短在兩天內激增一倍。 那麼,《Pokemon Go》的魔力何在,以致紛紛成為全球各地的追捧遊戲? 完成童年的夢想 首先,我們先要了解其遊戲結構。它是一種少數破格將虛構遊戲與實境結合的手機遊戲,主要遊戲方向是捕捉當中的「寵物小精靈」及訓練牠們。此遊戲是高度結合GPS定位系統,玩家須配備手機,不斷於室內室外找尋和捕捉不同的寵物小精靈,然後透過玩家持續的行走,讓捕捉了的小精靈成長。 遊戲方式看似平平無奇,卻正正滿足了第一代寵物小精靈愛好者的童年夢想,成為真正的精靈大師。每個當年喜歡寵物小精靈的人,必然幻想過自己成為當中的主角,不斷冒險和捕捉小精靈。 即使任天堂多年來一直推出各種相關遊戲,但玩家始終停留在虛構的世界裏,仍有一份格格不入的失實感,而這次的《Pokemon Go》,玩家必須根據當地的真實地理環境捕捉小精靈,而且還能去當地的著名地方挑戰道館(例如香港的其中一個道館處於時代廣場),其真實感大大增加。 而且,野生寵物小精靈的特性與其分佈位置、地形關係密切,例如水系小精靈需到海邊捕捉;陸地上通常遇到草系和昆蟲系小精靈,代入感更強。 強大的社交潛力 此遊戲不只局限於捕捉小精靈,玩家還可以以真錢購買虛擬道具,然後於某個固定地點設定一個有效期三十分鐘的PokeStop,讓現實中身處該地的玩家聚集起來享用其PokeStop。這種LBS(Location...



搜索引擎是如何發展起來的?首先當然要有用家。他們帶着疑問在網上尋找答案,利用搜索引擎收集資訊。搜索引擎就像一個智庫,什麼知識都能找到。不過,這些資訊又是從哪裏來的呢?當然不是Google,而是其他網上用戶。他們創作的內容可能關乎一個品牌、一個企業,又或者是一個人、一個組織等等。無論如何,他們創作的目的就是建立需求關係,增加潛在客戶。 那麼,搜索引擎又如何挑選最合適的答案呢?當然是根據它獨門的計算機制。當然,這是重大的商業秘密,所以不會公諸於世。總言之,它有辦法將你想要知道的東西顯示出來。 今天讓我們談談搜索的整個流程,以及品牌與用戶的搜索之間有什麼關係。Google作為全世界流量最高的網站,每天處理超過35億次搜索,84%的受訪者每天使用Google多達3次或以上(參考資料:。Google能成為互聯網的代名詞,全因為它能滿足人類永無止境的求知欲。深入研究Google的搜索統計信息,有助了解用戶的行為、互聯網的搜索趨勢,以及如何優化網站,善用資源。網上搜索雖然非常普遍,但你是否了解它的詳細歷程?Google在整個流程中又扮演着什麼角色呢? 舉一個例子,有天早上我因為牙痛而醒過來。我很想知道牙疼的原因,但又不想找醫生,因為他們收費昂貴,而且可能要我做一堆無用的檢查,甚至推薦各式各樣的療程。即使檢查和療程是免不了的,我還是要找一個收費合理,聲譽良好的醫生。這樣,我的搜索旅程便開始了。首先是搜索「牙痛的起因」,網上的答案有「牙周病導致牙痛;牙齒過敏導致酸痛;牙齦萎縮導致牙痛;智慧齒導致牙痛;蛀牙導致牙痛」。我會看看哪個症狀和我比較相似。如果我發現智慧齒的可能性較大,便會開始第二輪搜索「生智慧齒怎辦」,然後看到多數人的建議都是「拔牙」。決定要拔牙後,我會搜索「哪一間牙醫診所拔牙好」、「地區名+拔牙價格」或「哪里拔牙不痛」。這次搜索結果會有很多「XXX牙醫診所好」、「XXX醫生拔牙不痛」或「XXX拔牙價錢便宜」,具體到出現品牌或人物名稱。獲得這些品牌資訊後,我便需要在多個牙醫診所或牙科醫生之間作出選擇。第四次搜索是「XXX牙醫診所」或「XXX牙醫」,找出別人的評價,作為參考,以決定拔牙的診所和醫生。整個搜索流程大概重覆四次,才能找出理想的答案。四次搜索都是透過搜索引擎尋找答案。這個例子,相信描繪了今日很多人的經歷。 在整個搜索流程中,Google會提供很多相當準確的答案給你參考。對商家來說,如何讓Google優先展示你所準備的答案,是非常重要的事。想增加品牌的市場佔有率,就要做好品牌的內容行銷、對業界有充份認識、知道人們的搜索習慣,包括不同搜索階段的問題,再針對這些問題創作內容。你可以用文字,也可以用圖片或影片,最重要是以搜索者的角度和動機出發,運用創新的方式展示答案。不過,要用什麼身份發佈內容才能贏取信任呢?當然是第三方,正如一般人會比較信任用家評價和看法那樣。這些用後感非常重要,會影響你的品牌效應。在seo行業裏,可稱之為zero moment of truth(ZMOT零類接觸行銷),它通過用家的意見和評價去展現你的品牌和產品。這種行銷方式強調的是「第三方」而不是你自己,有助客戶放下戒心去認識你的品牌。 那麼,第三方要在哪裏發佈用後感才會有人看到,從而對你的產品有幫助呢?這就是選擇平台的問題了。Google對平台有既定的評分標準,而媒體平台其實也是一種品牌。在知名的平台發表文章,肯定比普通的小平台更易獲取高排名,因為它們比較有權威,能獲得Google較高的認可和評價。 品牌行銷(ZMOT)的內容可以在一些熱門的付費資訊平台(advertorial)發佈。你或許覺得奇怪,既然有免費的社交媒體平台,為何要花錢找其他資訊平台呢?原因是它們一般有比較嚴格的編輯把關,會審閱你的文章,再以較為中立的角度表達,將廣告色彩降低,讓讀者易於接受。另外,熱門的資訊平台對Google來說較有權威,所以易於獲得排名。免費平台雖然可以透過貼文推廣,但通常要以私人社交帳號發佈,對搜索引擎來說不夠權威,除非你是知名人士,或者你的帳號已有一定流量,否則很難獲得好的排名。還有,很多免費平台只限於群組使用,無法向群組以外的人展示。有的免費平台因為自身的規則限制,無法做好seo內容優化。因此,選擇資訊平台(advertorial)的優勢肯定較大。 當你的產品出現負面的網評時,首先要作出檢討,看看是不是真的有問題。別人的評價其實可以助你找出不足之處,提升產品或服務質素。待有改進後,你便可以主動與投訴者溝通,看看能否刪除或修改網評,以及透過回覆作出補救。俗語說:樹大招風。當你的品牌略有知名度時,便要提防有人圖謀不軌,惡意抹黑。口碑管理的工作,千萬不能疏忽。 如何做好品牌行銷(ZMOT)和口碑管理? 試想想,當有人在網上搜索你的品牌時,你會希望對方看到什麼內容?他們又想看什麽內容?通常,搜尋結果最前面的都是官網或自家的社交媒體帳號,如Facebook、LinkedIn、YouTube、Twitter、 Instagram等,用戶如果想了解你的品牌口碑,肯定不會選擇你的網站或社交媒體,而是查閱別人對你的評價。第一頁既然都是自家的資訊,用戶自然會翻去第二頁,並開始看到好壞參半的結果。這時,用戶查看負評的機會比查看好評的機會大很多。這是人之常情,那怕有100個人大讚你的品牌,但只要有幾個人作出批評,人們就特別想看那些負評。至於看完負評後還會不會看好評,按道理來說機會不大。對於這種好事不出門,壞事傳千里的困境,商家實在無可奈何。負評極有可能重創你的業務,外國就有專家做了一項調查: 1. 88%的信任網上評論,就如他們信任好友推薦一樣。 2. 80%的人在網上看到一個品牌的負評之後,會轉而尋找其他品牌。 3. 體驗差的客戶發表負評的可能性,比體驗良好的客戶發表好評的機會高出兩至三倍。...



隨著全球疫情的擴散和中美貿易戰的不斷升級,外貿企業的生存越來越困難了,從目前的市場形勢看,這種困難局面還將延續!今天優易化就來和大家分享一下,如此困難局勢下外貿企業如何迎難而上!同時也跟大家分享一下外貿企業網站的Google SEO排名優化建議,希望對外貿企業帶來一些實質性的幫助和提升,平穩的渡過這段困難時期! 外貿企業有必要做谷歌SEO排名優化嗎? 為什麼首先就是這個問題呢?其實主要還是因為很多的外貿企業老板,認為谷歌SEO排名優化見效慢,並且產出不穩定!寧願花大價錢投入在PPC上面也不願意在SEO方面投入過多的資金支持,我的觀點是外貿企業很有必要做谷歌SEO排名優化。原因如下: 1、排名上去流量可觀且穩定!谷歌SEO排名優化如果堅持使用白帽優化,一旦有了排名將會非常穩定,而且還能獲得可觀的流量!即使谷歌搜索引擎算法發生了改變,影響也是有限的。 2、投入低產出高,谷歌SEO排名優化最大的優勢就是投入低、產出高!低成本投入,一旦有排名了即可獲得可觀的流量,不像付費推廣一樣每次點擊都要付錢,長遠看來是十分劃算的。 3、疫情期間,市場反響不好,一般的公司都會調低預算,這種情況下如果加大投入谷歌SEO排名優化,將會收到意想不到的效果。 所以,如果你的外貿企業擁有獨立站點,那麼盡快開始谷歌SEO排名優化工作吧,早日開始,才能早一點獲得免費流量與潛在客戶! 外貿企業站點做谷歌SEO排名優化需要注意的幾大核心要點: 通常外貿企業站點有幾大特點:內容少、產品少、網站權重低!等特點。那麼在谷歌SEO排名優化方面就需要慎重布局了。這裏有以下幾點建議: 關鍵詞方面 關鍵詞方面選詞需要注意,不要一開始就選搜索量高的核心詞來做。但是往往大多數人都會走進這個誤區,他們總是覺得搜索量高的詞流量大,卻忽略了自身網站的基礎差,所以做了大半年也沒有排名是很常見的,然後就會覺得SEO沒什麼用!其實,谷歌SEO排名優化是一個循序漸進的過程,剛開始SEO的時候,建議選長尾詞,因為前中期做長尾詞容易出效果,而且如果有排名產生的自然流量也屬於精准流量!可以獲得不錯的效果。 內容方面 內容建設方面,全面圍繞關鍵詞來建設網站內容,比如欄目頁、博客、百科、資訊頁等等,發布和關鍵詞相關的內容。這樣才有機會被搜索引擎爬取並建立索引,當用戶搜索相關關鍵詞的時候才能夠精准的匹配到你的頁面! 網站架構方面 建議響應式架構,Google 搜索引擎非常重視網站的用戶體驗,而且近幾年wap端的流量已經明顯超過了PC端!而且Google已經推出了移動索引優先的策略,如果不做好移動端的用戶體驗以及SEO將會失去很多本該擁有的流量! 做好谷歌網站排名優化對於很多外貿企業來說是個突破口,做好了谷歌SEO可以將您的企業服務與產品推廣至全球,實現業務全球化。如果你還需要系統化的谷歌網站排名優化方案或者品牌出海營銷方案,可以通過網站下方的聯系方式,聯系優易化海外營銷專家,為您量身定制品牌出海營銷方案。


Mainstream Social platforms are launching voice chat functionality following Clubhouse’s global success: 3 key elements of socia

Social audio platform Clubhouse has gained global traction in just a few months. In response, Facebook, Spotify and LinkedIn are...


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