2019年8月8日星期四

海外推广去哪类公司好?

海外推广去哪类公司好?


知乎上时不时就有做外贸的朋友跟我说考虑转行做海外推广,不知道是不是最近外贸行情不太好。海外推广这个岗位确实涉及很广,目前普遍存在于3个行业,跨境电商,互联网APP/手游,传统外贸。跨境电商行业可以说是最早涉及海外推广,推广手法也玩得最全,目前业内大部分海外推广从业者也出自跨境电商(跳槽的也是最多的)。不过我也发现跨境电商很大的短板,很多公司只是停留在执行层面的基础运营,为了完成短期的流量目标和销售目标,偏重于技术,我看过不少跨境电商的KOL/自媒体分享最多的就是各种平台的规则和推广工具的操作,对于基于用户和基于产品的整体营销策略少有涉及。当然,这本身也受到跨境电商销售模式的限制。再说说传统外贸,传统外贸推广的手法依然停留在阿里巴巴国际站+线下展会,外加一些谷歌广告,Linkedin network,虽然这几年有不少外贸大神,培训机构开始慢慢地把跨境电商的一些推广手法和思路带入传统外贸行业,不过,不好意思,都是非常皮毛的东西,这里我就不想多说了。

至于APP公司,由于我个人没有接触过,不好说什么。不过就我平时跟一些做互联网海外推广的朋友交流来看,这个行业的出海渠道也非常单一。谷歌广告和Facebook广告基本上是标配,广告的目标基本上都是下载app,其实还有很多推广渠道和内容形式没有利用起来。涉及海外推广的公司还有一类是乙方,推广服务商,最常见的就是谷歌/Facebook广告公司,相对来讲工作技能比较单一,工作量大,但是不够深入,入行门槛比较低,这些公司早几年开始都是做手游推广,这几年才慢慢转入电商,除非你认准以后一直想做广告优化师,我个人不太建议你去这样的公司。不过也有一些推广服务商是我比较看好的,这种公司能够提供全方位的海外营销策划服务,从市场调研,内容策划,品牌形象设计到建站,推广引流方方面面都有涉及,这一类公司的创始团队往往有海外背景,服务过一些大品牌,在这样的乙方公司能学到不少东西,也能接触到不少不错的甲方品牌,说不定以后你能更加容易地跳到这些品牌公司。他们不像上面那些谷歌/fb广告代理公司纯粹只是信息的“搬运工”,没有为企业客户发现和解决关键性的问题。

其实,我个人比较推荐去一些实体产品品牌的公司做海外推广。品牌型企业的市场部涉及的工作比较多元化,文案,创意,活动,广告,媒体公关,多种渠道并驾齐驱。。。而且往往线程比较长,从市场需求分析,到提炼产品价值,有时候还得回过头来根据市场反馈改进产品,制定围绕目标用户的营销策略,选择合适的推广渠道,很多时候要先从品牌知名度开始一步步地影响客户的购买决定,不像跨境电商一上来就让客户买买买。在客户完成购买之后,推广工作还没有结束,还要考虑客户留存,把客户转变成粉丝,鼓励客户分享,从而形成良好的口碑。大部分的跨境电商公司都是在做营销漏斗最下端的推广工作(不知道啥是营销漏斗的同学可以自行百度一下),但是做品牌推广,整个营销漏斗从头到尾的工作可能都有涵盖。目前,在国内只有在一些比较知名的品牌公司往往能接触到比较高层次的海外营销工作,比如华为,大疆,安克,一加,O/V之类的企业,不过这些大品牌往往雇佣海外的团队操盘当地的市场推广工作,很多公司至少要求有海外留学或者工作的背景,所以本身水平要是不够硬,还进不去这样的公司。大致分析了一下国内海外推广工作的现状,希望对你有帮助。至于去什么样的公司工作,最终要看你喜欢什么类型的工作,擅长的技能类型。

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