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在我們服務過的海外電商企業中，有相當一部分都透過自家的電商網站銷售商品。相較於中國的社交或短視頻平台，這些企業在百度平台進行推廣更具優勢：
與此同時，2024年中國電商市場的一個明顯趨勢是“購買內容化”。隨著理性消費的回歸，中國用戶的決策鏈路變得更長。他們在購買前更加注重內容與社交互動，為自己的購買決策提供更多支持。因此，海外電商企業若想在中國市場成功拉新獲客，必須加強內容種草的力度。
針對這一趨勢，我們為推廣自家電商網站的海外企業整理了一套從種草到拔草的全鏈路營銷策略。
Among the overseas e-commerce companies we've assisted, many sell products through their own websites. Compared to Chinese social platforms, promoting on Baidu offers distinct advantages:
Baidu boasts a massive user base and inherent traffic, with over 600 million monthly active users on its app and over 1 billion users using Baidu for searches.
Baidu's unique "Search + Information Flow" model allows for effective content seeding and user conversion.
No platform entry is required for immediate promotion and conversion, as users can be directed from Baidu to their own websites.
In 2024, a significant trend in the Chinese e-commerce market is "content-driven purchasing."
To succeed in attracting new customers, overseas e-commerce firms must focus on content seeding.
For this, we've curated a comprehensive marketing strategy tailored for overseas companies, covering everything from content seeding to conversion.
1. 首次種草，UGC是關鍵
在前期種草階段，主要目標是打造產品認知，通過達人內容種草潛在用戶。
這一階段，潛在用戶對於產品並不了解，因此讓他們知道產品能解決他們什麼痛點相比強行讓用戶了解產品是什麼更重要，而達人內容就能很好地抓住用戶痛點，從需求層面向用戶推介產品，實現首次種草用戶。
對於海外企業來說，中國達人如何尋找、如何選擇、如何合作等都是難點，而百度香港开户平台則大大簡化了與中國達人合作的流程，能快速幫助海外企業對接合適的中國達人，高效產出內容。
香港百度代理商匯聚了數百萬來自各行各業的中國達人，並提供原生內容定制（圖文、視頻）、徵文任務、熱門話題等合作方式，滿足不同品類、不同需求的電商企業進行內容種草。
點擊原文聯絡我們了解更多度星選內容。
During the initial seeding phase, the goal is to raise product awareness by seeding potential users with influencer content. Influencer content effectively addresses user pain points and recommends the product, achieving initial user seeding. For overseas companies, collaborating with Chinese influencers can be challenging, but Du Xing Xuan simplifies the process, connecting companies with suitable influencers efficiently. Du Xing Xuan offers various collaboration methods, catering to e-commerce companies' content seeding needs. Contact us to learn more about Du Xing Xuan content.
2. 二次種草，曝光是關鍵
想要成功種草，讓潛在用戶對產品有更高的認知、除了達人內容之外，還需要企業向他們推送產品信息不斷喚醒這些被首次種草的用戶。
由於種草處於營銷漏斗的頂部，這部分用戶大多只是興趣用戶，並沒有強烈的購買意向，只有讓用戶在被首次種草後持續看到有關產品的信息，才能逐漸激發他們的購買慾望。
根據大部分中國用戶的使用習慣，信息流是企業能持續觸達種草用戶的主要場景。百度信息流日均內容分發量超150億，數億中國用戶每天都會瀏覽百度信息流上的內容。
因此在二次種草階段，通過投放百度信息流廣告，海外企業可以針對瀏覽過達人內容的受眾進行定向，將產品介紹、賣點等通過圖文/視頻信息流廣告的形式不斷展示在種草用戶面前，加深他們的產品印象。
同時百度信息流廣告本身的原生樣式能夠弱化廣告帶給用戶的負面體驗，不會讓還處於興趣階段的用戶感到反感，並且企業還可以通過信息流廣告不同的樣式與轉化組件在最大程度上展示產品特點的同時還能增加轉化概率。
To effectively seed potential users with product awareness, companies should complement influencer content with continuous product information delivery. As seeding is at the top of the marketing funnel, these users are mostly just curious and may lack strong purchase intentions. It's essential to keep them engaged with product details to gradually stimulate their desire to buy.
With Baidu's feed ads reaching millions of Chinese users daily, they become the primary channel for companies to consistently connect with seeded users. These ads, in various formats like text, images, or videos, reinforce product impressions and increase conversion probabilities while ensuring a positive user experience.
3. 產生購買決策，PGC是關鍵
信息流廣告給到種草用戶大致的產品認知後，企業還需要通過自己的內容去激發用戶的購買決策。
百度香港代理商企業百家號則為企業提供了PGC（品牌內容）的官方陣地，讓種草用戶在百度搜索產品信息時能夠看到更多產品內容。
相比在自己網站進行博客等內容輸出，企業百家號能夠在搜索場景以更豐富的形式展示，同時百度還會對企業號的日常內容加權收錄。換句話說，在搜索結果頁面的排名更高，更能讓種草用戶在搜索時看到。
After Baidu feed ads provide users with basic product awareness, companies can use Baijiahao Business, Baidu's PGC platform, to influence their purchasing decisions. This platform offers an official space for companies to showcase product content to users searching on Baidu. Compared to publishing content on their own websites, Baijiahao Business allows for richer content presentation in search results, ensuring better visibility to users during their searches.
4. 最後拔草，搜索廣告是關鍵
在種草用戶、激發購買決策後，企業就需要通過搜索關鍵詞廣告來實現最終的“拔草”轉化。用戶一旦有了購買意向，絕大多數情況下都是通過主動搜索完成購買，這個時候及時將產品廣告展現給他們是完成從種草到拔草的最後一步。
在投放搜索廣告時，設置的出價關鍵詞可以更精細、更具體一些，比如具體的產品名、品牌名，再加上一些品類關鍵詞就可覆蓋大部分的有購買意向的用戶。
如果你不熟悉百度廣告開戶、搭建、優化等，香港百度代理商提供了一系列的AI營銷工具最大程度上簡化了投放流程，聯絡我們即可試用百度AI營銷。
After seeding and stimulating purchases, companies must use search ads to finalize conversions. As most users actively search when they intend to buy, displaying product ads promptly is crucial to complete the transition.
Setting up search ads with specific keywords ensures precise targeting, covering users with purchase intentions. If you're unfamiliar with Baidu ads, our AI marketing tools simplify the process. Contact us to try Baidu AI Marketing.
来源：百度營銷
