{"id":2844,"date":"2020-07-02T22:36:00","date_gmt":"2020-07-02T14:36:00","guid":{"rendered":"https:\/\/addin.vc\/?p=2844"},"modified":"2022-12-28T22:39:13","modified_gmt":"2022-12-28T14:39:13","slug":"040-channel-is-king","status":"publish","type":"post","link":"https:\/\/addin.vc\/us\/brandon-view\/040-channel-is-king\/","title":{"rendered":"[\u5e03\u862d\u767b\u89c0\u9ede 040] \u901a\u8def\u70ba\u738b\uff0c\u81ea\u5efa\u6d41\u91cf\u8207\u4ef0\u8cf4\u6d41\u91cf\u5de8\u982d\u8a72\u5982\u4f55\u9078\u64c7"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>\u81ea\u5df1\u4e00\u4eba\u7368\u8655\u6642\uff0c\u8166\u4e2d\u5e38\u5e38\u6703\u6709\u8a31\u591a\u7684\u60f3\u6cd5\u8207\u5c0f\u5287\u5834\u767c\u751f\uff0c\u5927\u591a\u6642\u5019\u8a31\u591a\u60f3\u6cd5\u5c31\u9019\u6a23\u6d88\u901d\u800c\u53bb\uff0c\u6709\u4e9b\u5247\u662f\u8b8a\u6210\u5e03\u862d\u767b\u81ea\u5df1\u7684\u89c0\u9ede\u3002\u5f8c\u4f86\u89ba\u5f97\u9084\u662f\u8981\u628a\u9019\u4e9b\u5fae\u5c0f\u7684\u89c0\u5bdf\u8207\u60f3\u6cd5\u8a18\u9304\u4e0b\u4f86\uff0c\u624d\u80fd\u5920\u77e5\u9053\u81ea\u5df1\u9019\u4e9b\u5e74\u4f86\u601d\u60f3\u4e0a\u7684\u8f49\u8b8a\u3002<a href=\"https:\/\/addin.vc\/category\/founders-sharing\/\">&nbsp;<\/a><a href=\"https:\/\/addin.vc\/category\/brandon-view\/\">[\u5e03\u862d\u767b\u89c0\u9ede]<\/a>&nbsp;\u5c31\u662f\u56e0\u6b64\u800c\u751f\u7684\u5c08\u6b04\u3002\u9664\u4e86&nbsp;<a href=\"https:\/\/addin.vc\/category\/founders-sharing\/\">&nbsp;<\/a><a href=\"https:\/\/addin.vc\/category\/brandon-view\/\">[\u5e03\u862d\u767b\u89c0\u9ede]<\/a>&nbsp;\u4ee5\u5916\uff0c\u9084\u6709&nbsp;<a href=\"https:\/\/addin.vc\/category\/vc101\/\">[VC 101]<\/a>&nbsp;\u8207&nbsp;<a href=\"https:\/\/addin.vc\/category\/founders-sharing\/\">[\u5275\u696d\u8005\u9019\u6a23\u8aaa]<\/a>&nbsp;\u4f86\u5206\u4eab\u4e0d\u540c\u985e\u5225\u7684\u770b\u6cd5\u3002<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u901a\u8def\u70ba\u738b\u9019\u4ef6\u4e8b\u60c5\uff0c\u4e5f\u8a31\u5927\u5bb6\u90fd\u80fd\u6717\u6717\u4e0a\u53e3\uff0c\u5f9e\u5b78\u6821\u5538\u66f8\u5c31\u77e5\u9053\u500b\u5927\u539f\u5247\uff1a\u8d8a\u9760\u8fd1\u6d88\u8cbb\u8005\u5c31\u8d8a\u80fd\u77e5\u9053\u6d88\u8cbb\u8005\u7684\u9700\u6c42\u8207\u504f\u597d\uff0c\u800c\u4f60\u5c31\u8d8a\u6709\u6a5f\u6703\u505a\u51fa\u6d88\u8cbb\u8005\u9700\u8981\u7684\u7522\u54c1\u6216\u670d\u52d9\u3002\u4f46\u5982\u679c\u914d\u5408\u5ba2\u6236\u53d6\u5f97\u6210\u672c\u4f86\u770b\u9019\u4ef6\u4e8b\u60c5\uff0c\u4f60\u5c31\u8d8a\u6703\u6709\u611f\u89ba\u70ba\u4f55\u901a\u8def\u70ba\u738b\u9019\u4ef6\u4e8b\u5f88\u91cd\u8981\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u5927\u5bb6\u5e38\u807d\u5230\u82e5\u5728\u7db2\u8def\u4e0a\u7d93\u71df\u751f\u610f\uff0c\u5c31\u5fc5\u9808\u652f\u4ed8\u904e\u8def\u8cbb\u7d66 Google \u8ddf Facebook\uff0c\u800c Google \u8ddf Facebook \u6bcf\u5e74\u90fd\u6703\u5750\u5730\u8d77\u50f9\u8b93\u9019\u4e9b\u7db2\u8def\u4e0a\u7684\u8ce3\u5bb6\u5011\u7d93\u71df\u7684\u8d8a\u4f86\u8d8a\u8f9b\u82e6\uff0c\u9019\u6642\u5019\u5927\u5bb6\u90fd\u6703\u60f3\uff0c\u5982\u679c\u6211\u6709\u66f4\u591a\u7684\u81ea\u6709\u6d41\u91cf\uff0c\u90a3\u6211\u5c31\u4e0d\u7528\u88ab Google \u8ddf Facebook \u8ab2\u90a3\u9ebc\u91cd\u7684\u904e\u8def\u8cbb\u3002\u800c\u81ea\u6709\u6d41\u91cf\u53ef\u80fd\u4f86\u81ea\u65bc\u54c1\u724c\u7684\u7d2f\u7a4d\uff0c\u8b93\u6d88\u8cbb\u8005\u900f\u904e Organic Search\u3001SEO \u4f86\u627e\u5230\u4f60\uff0c\u6216\u8005\u53cd\u5411\u7531\u4f60\u4e3b\u52d5\u51fa\u64ca\uff0c\u900f\u904e EDM\u3001App Push Alert \u7b49\u65b9\u5f0f\u4f86\u7dad\u7e6b\u5ba2\u6236\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u901a\u8def \u2013 \u4f60\u63a5\u89f8\u5ba2\u6236\u8207\u63d0\u4f9b\u7522\u54c1\u8207\u670d\u52d9\u7d66\u5ba2\u6236\u7684\u7ba1\u9053\uff0c\u4e0d\u7ba1\u662f\u65b0\u5ba2 (Acquisition) \u6216\u662f\u820a\u5ba2 (Retention)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u9019\u88e1\u6307\u7684\u901a\u8def\u4e0d\u4e00\u5b9a\u53ea\u662f online \u7684\u6e20\u9053\uff0c\u4e5f\u5305\u542b offline \u7684\u6e20\u9053\u3002\u904e\u53bb\u5927\u591a\u662f offline \u7684\u901a\u8def\uff0c\u5982\u679c\u4f60\u8981\u8cb7\u5230\u4eba\u6f6e\u8207\u4eba\u5011\u7684\u95dc\u6ce8\uff0c\u4f60\u5c31\u5f97\u4ed8\u9322\u7d66\u5be6\u9ad4\u7684\u5e97\u79df (\u56e0\u70ba\u5e97\u79df\u6703\u6488\u5230\u5be6\u9ad4\u7684\u4eba\u6f6e\u9032\u5e97) \u6216\u8005\u662f\u6236\u5916\u5ee3\u544a (\u5728\u4eba\u6f6e\u7d93\u904e\u7684\u5730\u65b9\uff0c\u7372\u5f97\u4ed6\u5011\u7684\u95dc\u6ce8)\u3002\u800c\u672c\u6587\u8981\u63a2\u8a0e\u7684\u66f4\u591a\u662f online \u7684\u6e20\u9053\uff0c\u76ee\u524d\u6bd4\u8f03\u5e38\u898b\u7684\u5c31\u662f Google\/ Facebook \u70ba\u4e3b\u7684\u9663\u71df\uff0c\u751a\u81f3\u4f60\u60f3\u8981\u7d93\u71df\u7684\u81ea\u6709\u6d41\u91cf\u7684 SEO \u4e5f\u662f\u638c\u63e1\u5728 Google \u7684\u624b\u4e0a\uff0c\u5f97\u8981\u7b26\u5408 Google \u8a2d\u4e0b\u7684\u898f\u77e9\uff0c\u4f60\u624d\u6703\u6709\u6bd4\u8f03\u597d\u7684 SEO\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Top of the funnel vs Bottom of the funnel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u5982\u679c\u5f9e Marketing Funnel \u7684\u89d2\u5ea6\u4f86\u770b\uff0c\u4e0a\u8ff0\u7684\u901a\u8def\u90fd\u6bd4\u8f03\u504f\u5411 Top of the funnel\uff0c\u4e5f\u5c31\u662f\u662f\u6d41\u91cf\u7684\u9802\u7aef\u3002\u4f46\u5982\u679c\u8981\u767c\u751f\u4ea4\u6613\uff0c\u5728\u50b3\u7d71\u7684\u4e16\u754c\u5c31\u6703\u5728\u7dda\u4e0b\u7684\u5546\u5e97\u5b8c\u6210\uff0c\u800c\u7dda\u4e0a\u901a\u5e38\u662f\u5c0e\u5230\u4f60\u7684\u7db2\u7ad9\u6216\u5546\u57ce\u53bb\u5b8c\u6210\u4ea4\u6613\uff0c\u9019\u985e\u7684\u5c31\u6703\u662f Bottom of the funnel\u3002\u5982\u4e0b\u5716\u6240\u793a\uff1a<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/cornerstonevc.tw\/wp-content\/uploads\/2020\/07\/Sales-Funnel-AIDA.png\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/cornerstonevc.tw\/wp-content\/uploads\/2020\/07\/Sales-Funnel-AIDA.png\" alt=\"\" class=\"wp-image-2641 lazyload\"><noscript><img decoding=\"async\" src=\"https:\/\/cornerstonevc.tw\/wp-content\/uploads\/2020\/07\/Sales-Funnel-AIDA.png\" alt=\"\" class=\"wp-image-2641\"><\/noscript><\/a><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">\u800c\u9019\u985e\u7684 Funnel\uff0c\u518d\u914d\u5408\u4e0a\u4f60\u63a5\u89f8\u5ba2\u6236\u7684\u7279\u6027 (\u65b0\u5ba2\u8207\u820a\u5ba2)\uff0c\u5c31\u53ef\u4ee5\u756b\u51fa\u4e00\u500b 2X2 \u7684\u77e9\u9663\uff0c\u8a73\u898b\u4e0b\u5716\uff1a<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/cornerstonevc.tw\/wp-content\/uploads\/2020\/07\/%E8%9E%A2%E5%B9%95%E5%BF%AB%E7%85%A7-2020-07-02-%E4%B8%8B%E5%8D%8812.25.04.png\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/cornerstonevc.tw\/wp-content\/uploads\/2020\/07\/%E8%9E%A2%E5%B9%95%E5%BF%AB%E7%85%A7-2020-07-02-%E4%B8%8B%E5%8D%8812.25.04.png\" alt=\"\" class=\"wp-image-2642 lazyload\"><noscript><img decoding=\"async\" src=\"https:\/\/cornerstonevc.tw\/wp-content\/uploads\/2020\/07\/%E8%9E%A2%E5%B9%95%E5%BF%AB%E7%85%A7-2020-07-02-%E4%B8%8B%E5%8D%8812.25.04.png\" alt=\"\" class=\"wp-image-2642\"><\/noscript><\/a><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Online offline \u7684\u5b9a\u7fa9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u9019\u908a\u5bb9\u6211\u7528\u6bd4\u8f03\u7c21\u55ae\u7684\u4e8c\u5206\u6cd5\u4f86\u7c21\u5316\u9019\u500b\u6a21\u578b\uff0c\u5c0d\u65bc Online (Internet-related \u901a\u8def) \u8ddf Offline (\u50b3\u7d71\u901a\u8def) \u4f86\u8aaa\uff0c\u6211\u8a8d\u70ba\u6700\u5927\u7684\u5dee\u7570\u6027\u6703\u662f\u5728\u300c\u53ef\u8ffd\u6714\u6027\u300d\u3002\u904e\u53bb\u50b3\u7d71\u901a\u8def\u6bd4\u8f03\u96e3\u505a\u5f97\u5230\u8a18\u9304\u6bcf\u500b\u4f7f\u7528\u8005\u7684\u884c\u70ba\uff0c\u7136\u5f8c\u9032\u884c\u5206\u6790\uff0c\u5c31\u7b97\u662f\u9032\u5e97\u5f8c\uff0c\u5982\u679c\u6c92\u6709\u5230\u6700\u5f8c\u6210\u4ea4\u7684\u90a3\u4e00\u6b65\uff0c\u540c\u6642\u8f38\u5165\u6703\u54e1\u7de8\u865f\uff0c\u4f60\u5f88\u96e3\u77e5\u9053\u8ddf\u4f60\u8cb7\u6771\u897f\u7684\u662f\u8ab0\u3002\u4f46\u53cd\u904e\u4f86\u8aaa\uff0c\u7dda\u4e0a\u7684\u4efb\u4f55\u884c\u70ba\u662f\u53ef\u4ee5\u88ab\u8a18\u9304\u4e0b\u4f86\uff0c\u82e5\u900f\u904e\u6709\u6548\u7684\u5de5\u5177\u5206\u6790\uff0c\u4f60\u53ef\u4ee5\u4e86\u89e3\u4f7f\u7528\u8005\u7684\u504f\u597d\uff0c\u6211\u4e5f\u8a8d\u70ba\u9019\u4e5f\u662f\u70ba\u4f55 Googel \u8ddf Facebook \u9019\u985e\u6578\u4f4d\u901a\u8def (Top of the funnel) \u7684\u5de8\u982d\u6703\u9019\u9ebc\u5f37\u76db\u7684\u539f\u56e0\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u5f9e\u4e0a\u5716\u7684 2X2 \u77e9\u9663\u4f86\u770b\uff0c\u50b3\u7d71\u7684\u901a\u8def\u8207\u5176\u8207\u5ba2\u6236\u6e9d\u901a\u7684\u624b\u6bb5\uff0c\u56e0\u70ba\u5f88\u96e3\u8ffd\u6714\uff0c\u6240\u4ee5\u8f03\u96e3\u5340\u5206\u51fa Acquisition \u8207 Retention\uff0c\u82e5\u4ee5\u5ee3\u544a\u4f86\u8aaa\uff0c\u57fa\u672c\u4e0a\u5c31\u662f\u7121\u5dee\u5225\u653b\u64ca\uff0c\u4f46\u53ef\u4ee5\u900f\u904e\u884c\u92b7\u624b\u6bb5\u5340\u5206\uff0c\u4f8b\u5982\u8001\u5ba2\u6236\u5c08\u5c6c\u65b9\u6848\/\u65b0\u5ba2\u6236\u9650\u5b9a\u65b9\u6848\u7b49\u3002\u4f46 Internet \u985e\u5225\u7684\u901a\u8def\uff0c\u56e0\u70ba\u4f60\u5c0d\u65bc\u5ba2\u6236\u8eab\u4efd\u7684\u8fa8\u5225\u6027\u6bd4\u8f03\u597d\uff0c\u6240\u4ee5\u6709\u6a5f\u6703\u91dd\u5c0d\u65b0\u5ba2\u6236\u7372\u53d6 (Acquisition) \u8207\u820a\u5ba2\u6236\u7dad\u7e6b (Retention) \u6709\u4e0d\u540c\u7684\u6295\u653e\uff0c\u4f46\u5be6\u52d9\u4e0a\u64cd\u4f5c\u4e5f\u53ef\u80fd\u6703\u8b93\u9019\u5169\u8005\u5f88\u96e3\u5206\u51fa\u4f86\uff0c\u4e0d\u904e\u76f8\u5c0d\u65bc\u50b3\u7d71\u901a\u8def\u4f86\u8aaa\uff0c\u5340\u5206\u4e0a\u9084\u662f\u6709\u4e9b\u512a\u52e2\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u81ea\u6709\u6d41\u91cf\u7684\u91cd\u8981\u6027<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u4e0a\u5716\u85cd\u8272\u5b57\u90e8\u5206\uff0c\u662f\u6211\u91dd\u5c0d\u5ba2\u6236\u7dad\u7e6b\u80fd\u6709\u7684\u5de5\u5177\uff0c\u7279\u5225\u5340\u5206\u51fa\u4f86\u3002\u4e00\u822c\u4f86\u8aaa\u9019\u985e\u5de5\u5177\u7684\u6210\u672c\u6703\u6bd4\u9ed1\u8272\u5b57\u7684\u5de5\u5177\u9060\u4f86\u5f97\u4f4e\u3002\u4f46\u50cf Line \u4e00\u958b\u59cb\u514d\u8cbb\uff0c\u5f8c\u4f86\u9084\u662f\u6703\u6709\u9700\u8981\u4ed8\u8cbb\u7684\u98a8\u96aa\u3002\u9019\u4ef6\u4e8b\u662f\u6211\u9019\u908a\u60f3\u8868\u9054\u7684\u4e00\u500b\u91cd\u9ede<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u5982\u679c\u4f60\u7684\u6d41\u91cf\u662f\u5efa\u7acb\u5728\u5225\u4eba\u8eab\u4e0a\uff0c\u90a3\u5225\u4eba\u54ea\u5929\u60f3\u8981\u6536\u904e\u8def\u8cbb\u6642\uff0c\u4f60\u4e5f\u53ea\u80fd\u6478\u8457\u9f3b\u5b50\u8a8d\u4e86\u3002\u4f46\u5728\u90a3\u5929\u4f86\u81e8\u4e4b\u524d\uff0c\u5982\u679c\u80fd\u5920\u591a\u5efa\u7acb\u4e00\u4e9b\u81ea\u6709\u7684\u6d41\u91cf\uff0c\u5584\u7528\u65e2\u6709\u5ba2\u6236\u8cc7\u6599\u9032\u884c CRM\uff0c\u9019\u90fd\u662f\u53ef\u4ee5\u964d\u4f4e\u672a\u4f86\u56e0\u901a\u8def\u904e\u65bc\u55ae\u4e00\u800c\u8981\u652f\u4ed8\u9ad8\u984d\u904e\u8def\u8cbb\u7684\u98a8\u96aa\u3002<\/p>\n<\/blockquote>\n\n\n\n<h2 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