怎么样做好跨境电商独立站？独立站shopify选品思路与推广引流技巧分享
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RlTDOyX2mJLvC4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729334894&x-signature=erw5%2BRn1DoCluSTE3A0c5AyRlKc%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">早年，凡做跨境电商的。十之八九在亚马逊、速卖通、Ebay、wish等电商平台上做过“倒爷”，利用国内外信息差，短短几年赚了不少，<span style="color: black;">都数</span>人<span style="color: black;">经过</span>跨境电商平台赚取到“<span style="color: black;">第1</span>桶金”。然而<span style="color: black;">此刻</span>，这些平台卖家近两年日子过得越发艰难，同质化、利润薄、竞争大、流量贵这几个平台固有的<span style="color: black;">坏处</span>病让<span style="color: black;">她们</span><span style="color: black;">常常</span>是“赔本赚吆喝”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">穷思则变，为弱化平台<span style="color: black;">坏处</span>病对<span style="color: black;">自己</span><span style="color: black;">营销</span>的不良影响，越来越多外贸人<span style="color: black;">选取</span>去搭建自己的外贸独立站，<span style="color: black;">这般</span>既<span style="color: black;">能够</span>从电商平台上吸收客户，又<span style="color: black;">能够</span>有自己独立的网站<span style="color: black;">途径</span>去吸引部分搜索得来的客户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>，<span style="color: black;">非常多</span>外贸<span style="color: black;">伴侣</span>都会<span style="color: black;">这般</span>做，有了自己独立的网站后，会介绍给老客户来网站上购买<span style="color: black;">制品</span>，加强老客户对自己的粘性。二来，<span style="color: black;">亦</span>会引导新客户到<span style="color: black;">她们</span>网站下单，除去了平台的<span style="color: black;">花费</span>，<span style="color: black;">也</span><span style="color: black;">创立</span>了自己的品牌形象，利于<span style="color: black;">长时间</span>交易。</p><span style="color: black;">那样</span>，<span style="color: black;">怎样</span>做好独立站？<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">此刻</span>独立站卖家绝大部分都是用的shopify，<span style="color: black;">运用</span>shopify相对而言会省事<span style="color: black;">有些</span>。网站主题模板等<span style="color: black;">非常多</span>功能都<span style="color: black;">能够</span>利用shopify内部的付费插件来<span style="color: black;">处理</span>，只需要购买Shopify相应的付费月租服务以及安装其相应的App，就<span style="color: black;">能够</span>快速<span style="color: black;">起步</span>自己的网店了。</p>Shopify独立站选品<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook Ads + Shopify + Dropshipping，是近两年最热门的独立站打法，即前期无需备货，<span style="color: black;">经过</span>Facebook<span style="color: black;">宣传</span>推广，以Shopify为载体进行<span style="color: black;">制品</span><span style="color: black;">营销</span>。比起入驻Amazon等平台，这种模式资金压力相对较小，简单粗暴<span style="color: black;">能够</span><span style="color: black;">快速</span>起量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Dropshipping模式里，最重要的部分<span style="color: black;">便是</span>选品，<span style="color: black;">非常多</span>独立站新手失败<span style="color: black;">亦</span>是<span style="color: black;">由于</span>推广了错误的<span style="color: black;">制品</span>。网上关于Shopify选品的<span style="color: black;">文案</span><span style="color: black;">已然</span><span style="color: black;">非常多</span>，<span style="color: black;">这儿</span>结合个人经验总结5种Shopify独立站选品<span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. Facebook搜索关键词</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span><span style="color: black;">宣传</span>文案里都会有些固定的词汇，<span style="color: black;">例如</span>”50% off today”，搜索这些关键词，结合时间筛选，<span style="color: black;">就可</span>找到当前热门的<span style="color: black;">制品</span>。再结合帖子下面用户的评论，<span style="color: black;">咱们</span><span style="color: black;">能够</span>更好的判断这个<span style="color: black;">制品</span><span style="color: black;">是不是</span><span style="color: black;">能够</span>一试。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 刷Facebook</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook会把<span style="color: black;">宣传</span>投放给他认为可能会产生转化的用户，<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>模拟该类用户的<span style="color: black;">行径</span>：找到一批当前正在投放<span style="color: black;">宣传</span>的Shopify站点。在这些网站进行浏览商品，发起结账等操作。<span style="color: black;">倘若</span>你的Facebook信息流<span style="color: black;">起始</span><span style="color: black;">显现</span>电商<span style="color: black;">制品</span><span style="color: black;">宣传</span>了，进行点赞，评论，点击链接等操作。慢慢的，你会<span style="color: black;">发掘</span>你的信息流里会<span style="color: black;">显现</span>越来越多的Shopify独立站<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. Youtube搜索</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Youtube上有<span style="color: black;">非常多</span>关于Aliexpress和Amazon<span style="color: black;">制品</span>的介绍，<span style="color: black;">例如</span>搜索”top 10 aliexpress products 2019″，<span style="color: black;">能够</span>看到不少热卖<span style="color: black;">制品</span>的视频。<span style="color: black;">经过</span>观察评论里用户的反应，<span style="color: black;">能够</span>进一步判断这款<span style="color: black;">制品</span><span style="color: black;">是不是</span>值得尝试。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 第三方<span style="color: black;">制品</span>工具</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span><span style="color: black;">举荐</span>Dropshipping<span style="color: black;">制品</span>的第三方工具<span style="color: black;">非常多</span>，此类工具<span style="color: black;">重点</span>功能：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Aliexpress<span style="color: black;">制品</span>销量趋势。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Shopify独立站热卖<span style="color: black;">制品</span><span style="color: black;">举荐</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">监控<span style="color: black;">制品</span>对应的<span style="color: black;">宣传</span>素材。</p>shopify独立站推广引流<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">国外的社交<span style="color: black;">媒介</span>平台有<span style="color: black;">非常多</span>，适用于独立站的。常用的有facebook、LinkedIn、Instagram、Twitter、VK等为<span style="color: black;">表率</span>的流量获取<span style="color: black;">途径</span>。<span style="color: black;">这儿</span>不做<span style="color: black;">仔细</span>介绍，但不管哪个社交平台，都万变不离其宗，引流方式<span style="color: black;">包括</span>以下这些：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如：Google<span style="color: black;">宣传</span>、facebook<span style="color: black;">宣传</span>、Twitter<span style="color: black;">宣传</span>……平台<span style="color: black;">经过</span>cookie<span style="color: black;">跟踪</span>用户关注的兴趣偏好，<span style="color: black;">而后</span>在用户刷facebook时，在主页、帖子等进行相应的<span style="color: black;">制品</span><span style="color: black;">宣传</span><span style="color: black;">移植</span>，从而达到推广→转化的过程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook Ads投放</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook Ads投放是个超大<span style="color: black;">专题</span>，加上官方的<span style="color: black;">持续</span>折腾，<span style="color: black;">引起</span>时有不稳定的<span style="color: black;">状况</span><span style="color: black;">出现</span>，<span style="color: black;">亦</span>许今天很灵的策略，半年后就不怎么行了。做好Facebook Ads投放，唯有<span style="color: black;">连续</span>学习，测试，分析，别无他法，以下是个人的<span style="color: black;">有些</span>心得分享。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. <span style="color: black;">认识</span>基本准则</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook Ads是随着数据量的增大，<span style="color: black;">经过</span><span style="color: black;">设备</span>学习来优化<span style="color: black;">宣传</span>，以达到你设定的<span style="color: black;">目的</span>。在这个过程中，Facebook所<span style="color: black;">留意</span>的：帮助<span style="color: black;">宣传</span>主触达理想受众用户，完成<span style="color: black;">目的</span>转化。为Facebook用户<span style="color: black;">供给</span>良好和<span style="color: black;">关联</span>的<span style="color: black;">制品</span>体验。<span style="color: black;">咱们</span><span style="color: black;">能够</span>得到的信息：<span style="color: black;">设备</span>学习需要数据<span style="color: black;">累积</span>，投放需要耐心。不要跟那种<span style="color: black;">已然</span>推烂了的<span style="color: black;">制品</span>；做好客服工作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. <span style="color: black;">熟练</span><span style="color: black;">基本</span>操作</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">账户结构，自定义受众，兴趣<span style="color: black;">选取</span>，素材规格，像素概念等，这些<span style="color: black;">基本</span>概念和操作，市面上<span style="color: black;">已然</span>有<span style="color: black;">非常多</span>教程，<span style="color: black;">意见</span>新手边实操边跟着教程走，不至于<span style="color: black;">那样</span>枯燥，印象<span style="color: black;">亦</span>更深刻。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. 关注重点参数</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook Ads有<span style="color: black;">非常多</span>参数指标，<span style="color: black;">咱们</span><span style="color: black;">通常</span>需要重点关注CTR，CPM，CPC (Link)，Frequency，Cost Per Add to Cart，Cost Per Checkout，Cost Per Purchase这些。在投放过程中，需针对这些数值的变化<span style="color: black;">即时</span><span style="color: black;">调节</span>优化<span style="color: black;">宣传</span>。下面整理了一份简易表格以供参考：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 优化页面体验</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一方面，越来越多的玩家入局Facebook Ads + Shopify + Dropshipping，<span style="color: black;">每一个</span>店铺都用着<span style="color: black;">一样</span>的默认模板，<span style="color: black;">亦</span>铺着<span style="color: black;">海量</span>的重复<span style="color: black;">制品</span>。另一方面，<span style="color: black;">海量</span>的Facebook用户经历着收不到货，货不对版，投诉无门等<span style="color: black;">状况</span>，越来越多的用户看到<span style="color: black;">宣传</span>都会猜测，这是不是又是一个从中国发货的欺诈网站。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种大背景下，你在页面上多下份功夫，就可能会得到意想不到的收获。5. 做好再营销</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">独立站不像平台，5%的转化率<span style="color: black;">已然</span>算不错了，绝大<span style="color: black;">都数</span><span style="color: black;">第1</span>次来访的用户是不会购买的，<span style="color: black;">因此</span><span style="color: black;">经过</span>再营销，来拉低平均成交单价是<span style="color: black;">必定</span>要做的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">a. 创建用户分段</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只观看视频的用户和来访过页面的用户是不<span style="color: black;">同样</span>的，来访过页面的用户和来访过页面且有上滑<span style="color: black;">行径</span>的用户<span style="color: black;">亦</span>是不<span style="color: black;">同样</span>的，需要针对<span style="color: black;">区别</span>的<span style="color: black;">行径</span>来创建自定义受众。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">b. <span style="color: black;">运用</span><span style="color: black;">区别</span>素材</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个常理，用户<span style="color: black;">第1</span>次来访而<span style="color: black;">无</span>进行购买，那肯定是<span style="color: black;">由于</span>某些<span style="color: black;">原由</span>，<span style="color: black;">例如</span>价格，<span style="color: black;">制品</span>特性等<span style="color: black;">无</span>足够吸引用户下单。那做再营销时，是不是需要对页面有所<span style="color: black;">调节</span>再进行投放？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">内容营销</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>网站<span style="color: black;">制品</span>写些<span style="color: black;">关联</span><span style="color: black;">制品</span>的介绍，行业趋势<span style="color: black;">资讯</span>，<span style="color: black;">制品</span>评测、软文<span style="color: black;">移植</span>等信息性<span style="color: black;">文案</span>，之后再<span style="color: black;">经过</span>国外社交<span style="color: black;">媒介</span>，论坛，电子邮件等方式推广，从而<span style="color: black;">最后</span>将流量引导独立站下单。其中<span style="color: black;">增多</span><span style="color: black;">制品</span>页面流量的最有效<span style="color: black;">办法</span>是创建并推广博客帖子等内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">视频营销</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2020年，国内随着疫情的到来，视频营销迎来“喷井式”发展。国外，自从YouTube被谷歌收购以后，<span style="color: black;">薪水</span>就直线<span style="color: black;">提高</span>，<span style="color: black;">做为</span>谷歌亲儿子，YouTube视频的在谷歌浏览器上排名直线<span style="color: black;">提升</span>。越来越多人<span style="color: black;">认识</span>到这种新模式视频营销肯定会带来巨大的红利。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">推广总结：实力玩家<span style="color: black;">宣传</span>为主，请随意！非实力卖家花费时间做免费引流，少量<span style="color: black;">宣传</span>辅助。总之推广方式千奇百种，只要思想不滑坡，<span style="color: black;">办法</span>总比问题多！<span style="color: black;">制品</span>、模式、方式对，相信都能收获一份不错的成绩。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">源自</span>：跨境电商随记）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上内容属作者个人观点，不<span style="color: black;">表率</span>雨果网立场！本文经原作者授权转载，转载需经原作者授权同意。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">上雨果网搜索“跨境资料库”,领取欧美/东南亚各国市场商机、各大平台热销品报告、跨境电商营销白皮书！</strong></p>
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