For foreign trade enterprises, the website is the enterprise signboard. Online visitors to the initial understanding of the enterprise, the initial communication is carried out through the website, so the importance of the website is self-evident. Therefore, foreign trade enterprises need to know what kind of content can win the recognition of customers, so that customers are willing to cooperate.
At the same time, the content of the website has a great impact on the conversion of customers. If a customer closes the website at the first sight because of a poorly done website, won't it be a waste of huge marketing expenditure?
A good foreign trade marketing website to the customer's first feeling should be: this company's brand is guaranteed, the quality should be better than another peer. How to give customers such a feeling? In addition to site access speed should be fast, the site should meet security standards, the most important thing is that the site should contain Product, Solution, Case, Support four elements.
I. Product
The first and foremost thing to have in the website is of course the products of the company, i.e. a detailed description of the products. But how to write product descriptions to attract people? Is it more detailed, or text more sensational?
In fact, the most important thing is to describe the product information as exhaustively as possible. For example, the clothing size, color, material, whether it is faded, etc. must be detailed, and then with product pictures and so on.
As for the product material, product origin, product after-sales service, production product manufacturers, product performance and so on this information, do not have to write out each one in great detail, justRelative to similar products have advantages and characteristics of the product information described, which itself is the selling point of the product.
II. Solution
China's foreign trade enterprise website mainly shows most of the product information, rarely involved in the content of the solution.Customers looking for products is not the ultimate goal, but rather the use of products to solve their own problems, so the customer arrives at the enterprise website is generally with a problem.
"I have XX problems right now, can you recommend a product for me?" Most of this kind of customers do not have a clear need and do not know what kind of product they will purchase.
"Can your product be used in xx scenario?" "I not only want to buy A also want to buy B, can you help me with procurement?" This kind of customers clearly want to purchase what products, but customer demand is more than purchasing a class, and the need to provide more services, this time the customer thinking more about whether you can provide all the services I need.
What is a solution? If a business provides a solution to a problem within the customer. This is a solution. The main types of solutions to the customer's query include the following:
- What are some common problems with some typical customers and how should these problems be addressed?
- In order to be able to successfully complete the intended project, what preparations and pre-work should the client do in advance?
- The same product in different application scenarios have different ways of use, for such different application scenarios of enterprises is how to solve?
- There are different technology solutions for the same scenario, and how do organizations solve different technology scenarios?
If companies can write the above issues clearly in their websites, they will surely be able to attract the attention of their customers.
III. Case
Case that is, the case of the website, enterprise case can strengthen the sense of generation and credibility.
A good case is not to put the client's logo or company name, but to show what problems the company solved when serving the client, how the company's solution landed and so on.
Large companies in Europe and the United States to tell cases are telling stories, these stories tell the main engineers in the implementation of the process of what problems encountered, these problems are how to solve. Through many case stories to customers to convey their professionalism, through customer cases to convey the implied meaning. For example:
- If I hadn't done so many projects, I couldn't tell so many cases;
- The problems raised in these cases, if not professional certainly can not find, found also can not be solved, I can handle this reflects my professionalism;
- These questions can be tedious, and the fact that we are able to patiently address them shows that the business has a great service attitude.
If the enterprise's case can convey the above points, it can well reflect the enterprise's practical experience, professionalism, good service attitude and strong execution.
IV. Support
Support refers to the range of support that a company can provide to its customers. For example, after-sales service, not only warranty, but also spare parts, consumables, supply chain management (capacity, quality, delivery, safe delivery).Among the issues involved in supply chain management are:
- Can the enterprise guarantee that subsequent shipments and samples as good? This time the need to reflect the quality management, sampling, production line control, raw material control and other production management programs, only strict production management program can guarantee quality;
- The customer is a large distributor, every month to send a lot of goods, the enterprise how to supply by volume? This is when the need is the production strength of the enterprise;
- How to ensure on-time delivery? This involves the management of logistics, production planning, and production scheduling;
- How do products arrive safely? In what ways do companies ensure that they are protected against collision, extrusion, deformation, friction, etc. during ocean transportation?
Europe and the United States to do a good job of the company is almost all Product, Solution, Case, Support four aspects as the main content of the site. European and American companies 60% sales are products, 40% are services, but profits are 60% from services, 40% from products. And Chinese enterprises 90% profits are from products. This aspect of the need for Chinese enterprises to learn more.
Whether it is a website or a foreign trade customer tracking, you need to raise the awareness of selling services. What you sell to customers is not a product, but a professional service to solve customer problems with products.
