跨境電商英語-課件 Unit 5 Marketing

跨境電商英語Cross-BorderE-CommerceEnglish浙江省中高職一體化貫通系列教材Unit5MarketingUnitOverviewAfterstudyingthisunit,youwillbeableto…Acquirebasicknowledgeaboute-commercemarketing;Understandsomewaystousecontenttomarketane-commercestore;Introducetheimportanceofemailmarketing;Cultivateprofessionalethicsofhonestyandtrustworthiness.Contents目錄Warming-up01Listening02Reading03Speaking04Writing05Workshop0601Warming-upTask1

Marketingandpromotionactivitiesareimportanttoanonlineshop.Lookatthefollowingpicture,anddiscussingroupsabouthowthestorepromotesthisproductandwhatothermarketingstrategiescanbeused.Suggestedreadingmaterials:ThestoreusesSellerCoupon，LimitedTimePromotionandStoreDiscountstopromotethisproduct.LimitedTimePromotionandStoreDiscountscangreatlyimprovethepageviewsandproductsexposurewithinashorttime,andbringalargenumberoforders.SellerCouponsisaveryeffectivemarketingtoolforregularcustomersandcanincreaseaveragesalesperbuyer.Besidesofferingcouponstobuyersinthestore,wecanalsosendcouponstoregularcustomerstoattractthemtocomebackandpurchaseagaininourstore.Inaddition,FixedDiscountsandUGC(User-GeneratedContent)canbealsousedhere.FixedDiscountsmeansthatyoucangetacertainamountoffwhenthepurchasereachesacertainamount.Themainpurposeofthisactivityistostimulatebuyerstobuymoreproducts,andincreaseaveragesalesperbuyer.UGC(User-GeneratedContent)isamarketingstrategyfocusedonengagement.Itproposesthatusersgeneratecontentontheirown,butalwaysrelatedtobrandcampaigns.Aresearchstudypointedoutthat92%ofconsumersplacetheirtrustmoreinspontaneouscontent,inthiscase,createdbyusers.SomeformsofUGCareusedmoreoften:lReviewsone-commercepages,provingthequalityofaproduct;lContentgeneratedtopromoteaproduct(photoofacustomerusingtheitem,contentproducedbytheitemitself,inthecaseofcameras,amongothers);lContentgeneratedtopromoteevents,whereparticipantstakeaphotoonthevenueandpostitusingaspecifichashtag.Usually,thesephotosareshownonsomebigscreenorcanbeprintedforeachperson.Task2

Marketing,tomanybusinesspeople,issimplysellingatalargerscale.Thereality,isthatmarketingsitsattheintersectionofthebusinessandthecustomer–thegreatarbiteroftheself-interestsofthebusinessandtheneedsofthebuyer.MarketingandSalesteamsneedtohaveaunifiedapproach.Marketingautomationplatformscanhelpthemworktowardsthesamegoals.Thenwhatisthedifferencebetweenmarketingandsales?Whataremarketingteamsandsalesteamssupposedtodorespectively?ContentsSuggestedanswer:Salesandmarketingarecloselylinkedbuttheycoververydistinctactivitiesinyourbusiness.Thesalesteamdoesn’thaveanysayinwhattheproductisorwhobuysit–theysimplytakeleadsandconvincethemtobuy.Employeesworkinginsalesmustbuildcloserelationshipswithyourcustomersandtheyneedintelligencefrommarketinginordertodothis.Themarketingteamprovidestheseleadsbyinformingpotentialcustomersaboutyourbrandandproduct.Theyalsousecustomerfeedbackandintelligencetodecidewhatproductstoproduceinthefutureorhowtochangeexistingproductssotheymeetthecustomerneedsbetter.Youwon’tbeeffectiveatsellingunlessthepeopleyouaresellingtoalreadyhavesomeawarenessaboutyourbrandorproduct–thisiswhatmarketingcandoforyou.Forasuccessfulstrategy,marketingandsalesteamsneedtoworkcloselytogetherandhaveaunifiedapproach.Thisensuresthatonlygood-qualityleadsarepassedtothesalesteam.Youcanuseamarketingautomationplatformtoalignyourmarketingandsalesteamstoensurethey’reworkingmoreefficientlytowardsacommongoal.02ListeningTask1Listentothepassageandanswerthefollowingquestions.ScriptsTask21.Accordingtothepassage,howdomoreandmorebusinessesestablisharelationship

withtheirclientsandpotentialcustomers?_______________________________________________________________________2.Accordingtothepassage,howmanycategoriescane-commercemarketingfallinto?_______________________________________________________________________3.Whatisthepurposeofinboundmarketing?_______________________________________________________________________4.Whyshouldwealwaysfocusoninboundmarketingfirst?_______________________________________________________________________5.Whatdoesinboundmarketingstrategyinclude?_______________________________________________________________________Throughsocialmedia,blogandvideocontent.2/twoAttractcustomersortrytosolveproblems.Morecost-effectiveandhavetheeffectofproducingabetterwebsite.SEO,contentmarketingandsoon.Task1Listentothepassageandanswerthefollowingquestions.Scripts:E-commerceMarketingisanimportantpartofasuccessfulbusiness.

Moreandmorebusinessesnowadaysarelookingtoestablisharelationshipwiththeirclientsandpotentialcustomersthroughsocialmedia,blogandvideocontentandfosteringasenseofcommunity.E-commerceMarketingistheprocessofusingvariouspromotionaltechniquestodrivetargetedtraffictoyourstore,convertthattraffictopayingcustomers,andretainthosecustomersafter-purchase.

Generallyspeaking,e-commercemarketingcanbedividedinto2categories:inboundmarketingandoutboundmarketing,eachofwhichtakesadifferentapproachtoearningcustomers.Thepurposeofinboundmarketingistoattractcustomerswhoareactivelylookingforthetypeofproductyouprovide,ortryingtosolveaproblemyourproductsworktosolve.Incontrast,outboundmarketinginvolvesreachingouttopotentialcustomersviamoretraditionalmethodssuchasadvertising.Acompletee-commerce

marketingstrategy

involvesbothinboundandoutboundmarketing.However,youshouldalwaysfocusoninboundmarketingfirst.Themainreasonisthatinboundmarketingismuchmorecost-effective,

costing62%lessperlead

thanoutboundmarketing.Thesecondreasonisthatmanyofyourinboundmarketingtactics,likeSEO（SearchEngineOptimization）andcontentmarketing,havetheeffectofproducingabetterwebsitethatwillserveasastrongerfoundationforallyourfuturemarketingefforts.Task2Listentothefollowingpassageandfillintheblankswiththemissingwords.Insimilar1.__________tothewayadvertisingfallsbeneaththeumbrellaofmarketing,e-commerceadvertisingfallsbeneathe-commercemarketing—andwhenusedintandem,youhavetheabilitytomore2.__________reachyouraudiencememberstoboost3.__________.E-commercemarketingisaboutdrivingawarenessandactiontowardsyourproductorservice.Meanwhile,e-commerceadvertisingincludesthemethodsthroughwhichyouactuallypromoteyourproduct.Intermsofonlineore-commercemarketingandselling,theseadsmaycomeintheformof4.__________ads,5.__________ads,orrichmediaads.Themaintakeawayhereisthate-commerceadvertisingisahighly-effectivemethodtoimplementwhiledevelopingyoure-commercemarketingstrategytofocusyourproductorservicepromotion.fashionScriptsTask3effectivelyconversionsdisplaybannerTask2Listentothefollowingpassageandfillintheblankswiththemissingwords.Scripts:Insimilarfashiontothewayadvertisingfallsbeneaththeumbrellaofmarketing,e-commerceadvertisingfallsbeneathe-commercemarketing—andwhenusedintandem,youhavetheabilitytomoreeffectivelyreachyouraudiencememberstoboostconversions.E-commercemarketingisaboutdrivingawarenessandactiontowardsyourproductorservice.Meanwhile,e-commerceadvertisingincludesthemethodsthroughwhichyouactuallypromoteyourproduct.Intermsofonlineore-commercemarketingandselling,theseadsmaycomeintheformofdisplayads,bannerads,orrichmediaads.Themaintakeawayhereisthate-commerceadvertisingisahighly-effectivemethodtoimplementwhiledevelopingyoure-commercemarketingstrategytofocusyourproductorservicepromotion.Task3Listentothefollowingpassageanddecidethe

followingsentencesaretrue(T)orfalse(F)._____1.Highprofitsalsomeanhighcompetition._____2.Noteverye-commercestoreistryingtogettothetopofsearchresultstodrivemoretraffic._____3.Thetopthreesearchengineresultshaveclick-throughratesof13%～10%._____4.SearchEngineOptimization(SEO)istheprocessofimprovingtherankingsofawebsiteorawebpageinnon-paidsearchengineresults._____5.Ifyouaremissingoutonclicksduetolowersearchrankings,it’shighlyprobablethatyouarealsolosingpotentialsales.TFFTTScriptsContentsTask3Listentothefollowingpassageanddecidethefollowingsentencesaretrue(T)orfalse(F).Scripts:E-commerceindustryisbooming,withnewonlinestorespoppingupeveryday.Asafairlynewonlinebusinesstrendpraisedforitsprofitabilitypotential,itrepresentsanenormousopportunityforstoreowners.However,highprofitsalsomeanhighcompetition.Everye-commercestoreistryingtogettothetopofsearchresultstodrivemoretraffictotheirsiteandeventually,generatemoresales.Searchenginerankingsareawinner-takes-allgame.Thetopthreeresultshaveclick-throughratesof30%–10%;bypositionnine,that’sdroppedtojust2%.Ifyourwebsitedoesn’tappearonpageoneforrelevantsearchterms,it’snotreachingitsfullpotential.That’swheresearchengineoptimization(SEO)comesin.SEOstandsfor“searchengineoptimization.”Insimpleterms,itmeanstheprocessofimprovingyoursitetoincreaseitsvisibilitywhenpeoplesearchforproductsorservicesrelatedtoyourbusinessinGoogle,Bing,andothersearchengines.Inasurvey,Googlepointedoutthat49%ofrespondentssaidtheyusedsearchtofindordiscoveranewproduct;Googlereceivesover77,000searchespersecond.Thebettervisibilityyourpageshaveinsearchresults,themorelikelyyouaretogarnerattentionandattractprospectiveandexistingcustomerstoyourbusiness.Optimizingyourstore’sSEOcangiveyouanadvantageoveryourcompetitionandhelpyouquicklyincreasetrafficaswellasboostyoursales.Inaddition,unlikepaidsearchads,youcan’tpaysearchenginestogethigherorganicsearchrankings,whichmeansSEOexpertshavetoputinthework.That’swherewecomein.03ReadingSetting:

E-commercemarketingistheuniversalsupersetofalldigitalmarketingcampaigns.Withthegoaltodrivethetargetgrouptowardsanonlineshoppingwebsite,e-commercecampaignerscanemploysocialmedia,emailsandsearchenginestovariousdegreestoservethisverypurpose.There’sneverafixede-commercemarketingstrategythatfitsalle-commercechannels—therefore,yourmethodologywillmostlikelybeahodgepodgeofthebesttechniquesouttherethatwillguaranteeyouhighROI,increasedsalesconversionsandwhateverelseyourgoalis.StartingtaskWhenyouhear“contentmarketing”,youmightthinkofbloggingandvideomarketing—contentthatismeanttoimproveyourwebsite’srankinginsearchenginesandanswerquestionsrelatedtoyourindustry.Butifyou’resellingaproductonline,doyoureallyneedarticlesandvideostogeneratetransactions?Suggestedanswer:

Yes,youreallyneedarticlesandvideostogeneratetransactionsifyouaresellingaproductonline.Inordertobuildoutacohesive,well-diversifiedoverallcontentmarketingstrategy,youshouldtakeintoaccountutilizingmultipledifferentcontentformatslikeamixofwrittenblogposts,video,audio,eBooks,andexperimentingwithpaidadvertisingcampaignstodriveinearlyaudiencesthat’llinteractwithyourcontent.ContentMarketingforE-commerceBrandsIcoulddiveinandtellyouallaboutPPCorhowtooptimizeyoursiteforsearch,butneitherofthoseactivitieswillgetyouatenfoldboostintrafficwithoutcontentmarketing.Contentmarketingisthecreationofcontentinvariousdifferentformatslikewrittenarticles,tutorialvideos,infographics,andthesharingofthatcontenttotargetedaudienceswiththegoalofgeneratingmoreleads,buildingyourbrandanddrivingmorecustomerstoyourwebsite.Inordertousecontenttobuildbrandawareness,differentiatefromcompetitors,securecustomerloyalty,drivemoretraffictoyourproductpages,andacceleratesalesforyoure-commercebusiness,youhavetoapproachitdifferentlythanyouhavebeenthesepastfewyears.Herearesomewaystousecontenttomarketyoure-commercestore.參考譯文OptimizeyourproductpagesProductpagesareimportantformakingmoresalesandmoneyfore-commercestores.Inordertomakeyourproductinformationfriendlytobothsearchenginesandshoppers,doensurethatallprices,measurements,colors,sizesandotherdetailsareeasilyavailableonyourproductpages.Also,makesurethatyourpagetitles,pageheaders,andimagealttextfocusontherightkeywords.Allthis,apartfrombeingvaluabletoyourshoppers,canhelpyougetmorekeywords,thusimprovingyourranking.Ifyousellweddingdresses,forexample,asearchfor“brownbridesmaiddress”ismorelikelytoproduceproductpageslikeyoursifyou’veincludedthattermonthepage.Usethecontentonyourblogtonurturerelationshipswithyourcustomersandprospects.Yourwebsitevisitorswillknowhowtofindtheproductsonyourwebsite.Usecontenttoshowthemthatyou’reactivelyinterestedinhelpingthemachievetheirgoals.WriterelevantblogpostsIfyoumanageanonlineweddingdressstore,writingblogpostsabout“howtoplanawedding”canattracteveryoneinvolvedinweddingpreparationsnomatterwheretheyareintheplanningprocess.Asvisitorsbecomemoreengaged,youcancreatepoststhatwillmovethemintoconsideration,like“howtoselecttherightweddingdress”,andturnthemintoleads,likeadownloadable“weddingplanningchecklist”.參考譯文Putproduct-relatedvideosonYouTubeYouTubehasoverabillionactiveusersandchancesareyourtargetaudienceissomewhereinthere.It’salsothesecond-largestsearchenginebehindGoogle.Ifyou’relookingforamassive,captiveaudience,YouTubeiswhereyou’llfindit.Usehighlysearchedkeywordtermstodetermineyourtopics,thensharevideosthatarerelatedtoyourproductsandhelpfultoyouraudience.Thisisalsoagreatoptionfortutorialvideosthatshowcurrentcustomershowtouseyourproducts—thesevideoscanshowpeoplehowbesttouseyourproducts,increasingcustomersatisfactionandbuildinglong-termrelationshipswithwebsitevisitors.Includeakeyword-drivenFAQsectiononyourwebsiteIfyouraudienceisaskingquestionsrelatedtoyourproducts,thenyouneedtobetheonetoanswerthem.CreateanFAQpageonyourwebsitewithresponsestohighvolume,long-tailkeywordsearchestogetuserstoyoursite.You’llbebuildingbothauthorityandtraffic—twocrucialcomponentsofasuccessfule-commercestore.SetgoalsandmeasurethemIfyouhaven’treallypaidmuchattentiontotheperformanceofyourcontent,it’stimetostart.Engagementmetricslikeshare,likes,andcommentsaregreattokeeptrackof,buttheydon’ttellthefullstory.Youneedtoalsoknowhowmanypeopleareviewingyourcontent,wheretheyarecomingfrom,wheretheygonext,andhowitultimatelyimpactsyourrevenue.Setaggressivegoals,evaluateyourfailuresandsuccesses,andmakechangestoyourstrategyaccordinglyonanongoingbasis.參考譯文Exercise參考譯文電子商務(wù)品牌的內(nèi)容營(yíng)銷

我可以告訴你關(guān)于點(diǎn)擊付費(fèi)廣告的一切，或者告訴你如何優(yōu)化你的搜索網(wǎng)站，但是如果沒有內(nèi)容營(yíng)銷，這些活動(dòng)都不會(huì)給你帶來十倍的流量增長(zhǎng)。內(nèi)容營(yíng)銷是創(chuàng)造各種不同形式的內(nèi)容，比如文章、教程視頻、信息圖表，并將這些內(nèi)容分享給目標(biāo)受眾，目的是產(chǎn)生更多的線索，建立你的品牌，并為你的網(wǎng)站帶來更多的客戶。為了利用內(nèi)容建立品牌知名度，從競(jìng)爭(zhēng)對(duì)手中脫穎而出，并確?？蛻糁艺\(chéng)度，為產(chǎn)品頁面帶來更多流量，增加網(wǎng)店銷售，你必須要采取與以往不同的方式。優(yōu)化產(chǎn)品頁面產(chǎn)品頁面對(duì)于電商網(wǎng)店獲得更多的銷售額和利潤(rùn)非常重要。為了使你的產(chǎn)品信息對(duì)搜索引擎和購(gòu)物者都友好，一定要確保所有的價(jià)格、尺寸、顏色、大小和其他詳細(xì)信息都能在你的產(chǎn)品頁面上輕松獲得。同時(shí)，確保你的網(wǎng)頁標(biāo)題，頁眉，和圖像替換文本都聚焦于正確的關(guān)鍵詞。所有這些，除了對(duì)你的購(gòu)物者有價(jià)值之外，還可以幫助你獲得更多的關(guān)鍵詞，從而提高你的搜索排名。例如，如果你是賣婚紗的，在谷歌上搜索“棕色伴娘禮服”，如果你的頁面上包含這幾個(gè)詞，你的產(chǎn)品頁面或與之類似的產(chǎn)品頁面就更有可能被搜索到。利用你博客上的內(nèi)容來培養(yǎng)與客戶和潛在客戶的關(guān)系。你的網(wǎng)站訪問者會(huì)知道如何在你的網(wǎng)站上找到產(chǎn)品。利用內(nèi)容向他們表明你對(duì)幫助他們實(shí)現(xiàn)目標(biāo)非常感興趣。撰寫相關(guān)博文如果你經(jīng)營(yíng)一家網(wǎng)上婚紗店，寫一篇關(guān)于“如何籌備婚禮”的博文，可以吸引所有參與籌備婚禮的人，無論他們是在籌備過程中哪個(gè)階段。隨著訪客的參與度越來越高，你可以創(chuàng)建一些帖子，讓他們繼續(xù)思考，比如“如何選擇合適的婚紗”，并將他們引入相關(guān)產(chǎn)品，比如可下載的“婚禮策劃清單”。把產(chǎn)品相關(guān)視頻放到Y(jié)ouTube上YouTube有超過10億的活躍用戶，你的目標(biāo)用戶可能就在那里。它也是僅次于谷歌的第二大搜索引擎。如果你想要找一大批對(duì)你的產(chǎn)品感興趣的觀眾，YouTube就是你要找的地方。使用高度搜索的關(guān)鍵詞來確定你的話題，然后分享與你的產(chǎn)品相關(guān)并且對(duì)你的觀眾有幫助的視頻。對(duì)于向客戶展示如何使用產(chǎn)品的那些教程視頻來說，YouTube也是一個(gè)很好的選擇——這些視頻可以向人們展示如何很好地使用產(chǎn)品，提高客戶滿意度，并與網(wǎng)站訪問者建立長(zhǎng)期關(guān)系。在網(wǎng)站上設(shè)置一個(gè)關(guān)鍵詞驅(qū)動(dòng)的常見問題模塊如果顧客問的是與你的產(chǎn)品有關(guān)的問題，那么你就需要自己來回答。在你的網(wǎng)站上創(chuàng)建一個(gè)常見問題頁面，通過大量的長(zhǎng)尾關(guān)鍵字搜索來吸引用戶訪問你的網(wǎng)站。你將建立威信并積累流量——威信和流量是一個(gè)成功電商網(wǎng)店的兩個(gè)關(guān)鍵組成部分。設(shè)定并衡量目標(biāo)如果你還沒有真正關(guān)注內(nèi)容的作用，那么是時(shí)候開始了。參與度指標(biāo)，比如分享，點(diǎn)贊，評(píng)論等，都是很好的跟蹤指標(biāo)，但是它們并不能說明全部情況。你還需要知道有多少人在瀏覽你的內(nèi)容，他們來自哪里，他們下一步去哪里，以及這些最終會(huì)如何影響你的收入。設(shè)定積極的目標(biāo)，評(píng)估你失敗和成功的地方，并不斷地對(duì)內(nèi)容營(yíng)銷戰(zhàn)略進(jìn)行相應(yīng)的修改。Task1Completetheformthatsummarizesthetext.UnderstandingthetextWaysWhy?How?Optimizeyourproductpagesensurealldetailsareeasilyavailableonyourproductpagesandpagetitles,headers,imagealttextfocusontherightkeywords.Writingblogpostscanattracteveryoneinvolvedinacertainactivity.createpoststhatwillmovethemintoconsiderationandturnthemintoleadsPutproduct-relatedvideosonYouTubeYouTubehasoverabillionactiveusersandchancesareyourtargetaudienceissomewhereinthere.Includeakeyword-drivenFAQsectiononyourwebsiteYou’llbebuildingbothauthorityandtraffic.Setgoalsandmeasureeverythingsetaggressivegoals,evaluateyourfailuresandsuccesses,andmakechangestoyourstrategyaccordinglyonanongoingbasis.Bevaluabletoyourshoppers

andhelpyougetmorekeywords,thusimproveyourranking.Writerelevantblogpostsusehighlysearchedkeywordtermstodetermineyourtopics,thensharevideosthatarerelatedtoyourproductandhelpfultoyouraudience.createanFAQpageonyourwebsitewithresponsestohighvolume,long-tailkeywordsearches.Youneedtoalsoknowhowmanypeopleareviewingyourcontent,wheretheyarecomingfrom,wheretheygonext,andhowitultimatelyimpactsyourrevenue.Task2Answerthequestionswiththeinformationyoufindinthetext.1.Howdoescontentmarketingdrivemorecustomerstoyourwebsite?2.Whyareproductpagesimportantformakingmoresalesandmoneyfore-commercestores?3.Howdoyouunderstandthesentence“YouTubeiswhereyou’llfindit”?4.Whatarethetwocrucialcomponentsofasuccessfule-commercestore?5.Howdoe-commercestoreownersknowtheperformanceoftheircontent?Createcontentinvariousdifferentformatslikewrittenarticles,tutorialvideos,infographics,andthesharingofthatcontenttotargetedaudiences.Productpagesarevaluabletoyourshoppersandcanhelpyougetmorekeywords,thusimproveyourranking.YouTubehas

overabillionactiveusers

andchancesareyourtargetaudienceissomewhereinthere.Ifyou’relookingforamassive,captiveaudience,YouTubeisthebestchoice.Authorityandtraffic.Throughengagementmetricslikeshare,likes,commentsandthestatisticsofpeopleviewingthecontent,etc.DealingwithlanguageTask3Completethewordsthatmatchthemeaningsontheright.Thefirstlettersarelreadygiven.1.d____________

toshoworfindthedifferencebetweenthingsthatarecompared2.n____________

tohelpaplanorapersontodevelopandbesuccessful3.i____________

apictureordiagramoragroupofpicturesordiagramsshowingorexplaininginformation4.a____________

tohappenormakesomethinghappensoonerorfaster5.h____________

aconfused;mixtureofdifferentthings6.u____________

finally;afteraseriesofthingshavehappened7.e____________

tojudgeorcalculatethequality,importance,amount,orvalueof

something8.r____________

theincomethatagovernmentorcompanyreceivesregularly9.o____________

continuingtoexistordevelop,orhappeningatthepresentmoment10.a___________

todealwithsomethingifferentiateurturenfographicccelerateodgepodgeltimatelyvaluateevenuengoingpproachTask4CompletethesentenceswiththecorrectformofthewordsinTask31.Asarecordcompanyexecutive,hisjobisto____________youngtalent.2.____________,ofcourse,he’dliketohavehisownbusinessbutthatwon’tbeforsometime.3.NewAgethinkingseemstobea____________ofoldandnewideas.4.Thusthesedecisionsmustbe____________continually,ifthetotalmarketingprogramistosucceed.5.Thenewboss____________staffdisciplinemuchmorestrictly

6.Asthis____________shows,moremoneyismadefromsellingappsthanfromsellingsmartphones.7.Noagreementhasyetbeenreachedandthenegotiationsarestill____________.8.Inflationislikelyto____________thisyear,addingfurtherupwardpressureoninterestrates.9.Thesemeasureswillincreasetheclub’sabilitytogenerate____________.10.Wedonot____________betweenouremployeesonthebasisoftheirrace,religion,ornationalorigin.nurtureUltimatelyhodgepodgebeevaluatedapproachesinfographicongoingacceleraterevenuedifferentiateTask5TranslatethesentencesintoChinese,andwriteasentencebyusingthephraseinbrackets.1.IcoulddiveinandtellyouallaboutPPCorhowtooptimizeyoursiteforsearch,butneitherofthoseactivitieswillgetyoua10xboostintrafficwithoutcontentmarketing.(divein)Translate:____________________________________________________________________________________________

____________________________________________________________________________________________Write:______________________________________________________________________________

2.Allthis,apartfrombeingvaluabletoyourshoppers,canhelpyougetmorekeywords,thusimprovingyourranking.(apartfrom)Translate:____________________________________________________________________________________________Write:_______________________________________________________________________________________________3.Ifyoumanageanonlineweddingdressstore,writingblogpostsabout"howtoplanawedding"canattracteveryoneinvolvedinweddingpreparationsnomatterwheretheyareintheplanningprocess.(involvein)Translate:____________________________________________________________________________________________

____________________________________________________________________________

Write:_______________________________________________________________________________

4.Setgoalsandmeasurethem.(setgoals)Translate:____________________________________________________________________________Write:_______________________________________________________________________________

5.Engagementmetricslikeshare,likes,andcommentsaregreattokeeptrackof,buttheydon’ttellthefullstory.(keeptrackof)Translate:____________________________________________________________________________________________Write:___________________________________________________________________我可以告訴你關(guān)于點(diǎn)擊付費(fèi)廣告的一切，或者告訴你如何優(yōu)化你的搜索網(wǎng)站，但是如果沒有內(nèi)容營(yíng)銷，這些活動(dòng)都不會(huì)給你帶來十倍的流量增長(zhǎng)。WhenIstartanewproject,Iliketodiverightinandseehowitworks.Apartfromasmallteamofpaidstaff,theorganizationconsistsofunpaidvolunteers.Wecutdownthenumberofpeoplewhoneededtobeinvolvedinimportantdecisions.Isitbesttohavelowexpectationsandtosetgoalswearesureofachieving?Itwasaveryeffectivewayforthemtokeeptrackoftheirspending.所有這些，除了對(duì)你的購(gòu)物者有價(jià)值之外，還可以幫助你獲得更多的關(guān)鍵詞，從而提高你的搜索排名。如果你經(jīng)營(yíng)一家網(wǎng)上婚紗店，寫一篇關(guān)于“如何籌備婚禮”的博文，可以吸引所有參與籌備婚禮的人，無論他們是在籌備過程中哪個(gè)階段。設(shè)定并衡量目標(biāo)參與度指標(biāo)，比如分享，點(diǎn)贊，評(píng)論等，都是很好的跟蹤指標(biāo)，但是它們并不能說明全部情況。Contents04Speaking

Setting:Emailmarketingisthepracticeofsendingmarketingmessagestoprospectiveandcurrentcustomersviaemailinordertosell,educate,orbuildloyalty.

Emailisan“owned”digitalmarketingchannel—thatis,thesenderfullycontrolsthecontentanddistribution—andtypicallyworksbestwhenusedtosendpersonal,relevantmessagestosegmentedlistsofrecipients.Emailisanespeciallyimportanttoolinrelationtoe-commerce,whereit’susedforsendingtransactional,promotional,andlifecyclemessages.

Workingroupstofindoutwhyemailmarketingiskeytoe-commercesuccessandhowyoucanmakedifferenttypesofemailmarketingcampaignsengagingtocustomers.Pleasesharewhatyouhavefoundinclass.Suggestedanswer:Ifyoure-commercebusinesshasn’ttakenthetimetoadoptemailmarketing,you’relikelyleavingmoneyonthetable.Toproveit,herearefourreasonstoconsideremployingemailinyourmarketingmix.1.EmailletsyoubuildongoingcustomerrelationshipsSearchenginesandsocialmediaplatformsaregreatforgettingdiscoveredbyfuturecustomers,butemailremainsthebestwaytomaintainandstrengthenexistingrelationshipsovertime.Emailisoneofthebestchannelsformaintainingandstrengtheningcustomerrelationshipsovertime.

Emailalsoplaysapivotalroleinencouragingacustomer’ssecondpurchaseandbeyond.Havingcustomersreturnisimportantformanybusinessesbecauseitkeepstheiraveragecostofacquiringacustomerdown.2.EmailisincrediblyeffectiveatdrivingsalesOfcourse,certainbusinesses(andproducts)pairespeciallywellwithemailmarketing,andreturnsareneverguaranteed.Butovertheyears,similarresearchhaspaintedthesamepicture:emailisahigh-performingchannelthatfrequentlyoutperformsthealternatives.ShopifydatashowsthatemailasachannelhadthehighestaverageorderconversionrateduringBlackFridayCyberMonday.

What’smore,a2018reportfromEmarsysshowedroughly80%ofbusinessesrelyonemailastheirprimarychannelforacquisitionandretention.Emailmarketingisrelativelyuniqueinitsabilitytodrivethefirstsaleaswellasunlockmorerevenuefromyourmostvaluablecustomers.3.EmailcanaffectthethreemaingrowthmultipliersMarketerJayAbrahamwasoneofthefirsttopopularizetheideathatthereareonlythreewaystogrowrevenue:increasethetotalnumberofcustomers(C),increasethetotalnumberofpu