{"id":3594,"date":"2023-12-17T10:01:42","date_gmt":"2023-12-17T02:01:42","guid":{"rendered":"http:\/\/ip-bec.com\/Lionec\/3594\/"},"modified":"2026-10-25T00:36:12","modified_gmt":"2026-10-24T16:36:12","slug":"%e8%a1%8c%e9%8a%b7%e6%bc%8f%e6%96%97-%e8%8b%b1%e6%96%87","status":"publish","type":"post","link":"https:\/\/godwasthelord.com\/?p=3594","title":{"rendered":"\u884c\u92b7\u6f0f\u6597\u82f1\u6587(Marketing Funnel)\u5b8c\u6574\u6559\u5b78\uff1a\u4e2d\u5c0f\u4f01\u696d\u9ad8\u6548\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\u7684\u79d8\u8a23"},"content":{"rendered":"<p>Marketing Funnel\u662f\u884c\u92b7\u6f0f\u6597\uff0cTOFU\u3001MOFU\u3001BOFU\u5206\u5225\u7528\u4f86\u8a0e\u8ad6\u6f0f\u6597\u4e0a\u3001\u4e2d\u3001\u4e0b\u5c64\u7684\u5de5\u4f5c\u3002\u672c\u6587\u6574\u7406\u5404\u968e\u6bb5\u7684\u5167\u5bb9\u8207\u8ffd\u8e64\u65b9\u5411\uff0c\u5354\u52a9\u5224\u65b7\u9867\u5ba2\u76ee\u524d\u9700\u8981\u54ea\u4e9b\u8cc7\u8a0a\uff1b\u6f0f\u6597\u662f\u898f\u5283\u6a21\u578b\uff0c\u5be6\u969b\u8cfc\u8cb7\u8def\u5f91\u53ef\u80fd\u4f86\u56de\u79fb\u52d5\u3002<\/p>\n<p><strong>\u9019\u7bc7\u6587\u7ae0\u7684\u5be6\u7528\u5efa\u8b70\u5982\u4e0b(\u66f4\u591a\u7d30\u7bc0\u8acb\u7e7c\u7e8c\u5f80\u4e0b\u95b1\u8b80)<\/strong><\/p>\n<ol>\n<li><b>\u77ad\u89e3\u884c\u92b7\u6f0f\u6597\u7684\u6838\u5fc3\u6982\u5ff5\uff1a<\/b>\u719f\u6089\u300c\u884c\u92b7\u6f0f\u6597\u82f1\u6587\u300d(Marketing Funnel) \u7684\u7d50\u69cb\uff0c\u4e86\u89e3\u5404\u500b\u968e\u6bb5\uff08TOFU\u3001MOFU\u3001BOFU\uff09\u4ee5\u53ca\u5176\u76ee\u7684\u3002\u9019\u5c07\u5e6b\u52a9\u4f60\u660e\u767d\u6f5b\u5728\u5ba2\u6236\u5f9e\u8a8d\u77e5\u5230\u8cfc\u8cb7\u7684\u904e\u7a0b\uff0c\u4e26\u80fd\u5920\u66f4\u6709\u6548\u5730\u91dd\u5c0d\u6bcf\u500b\u968e\u6bb5\u5236\u5b9a\u884c\u92b7\u7b56\u7565\u3002<\/li>\n<li><b>\u7cbe\u78ba\u8a2d\u5b9a\u76ee\u6a19\u548c\u6307\u6a19\uff1a<\/b>\u5728\u6bcf\u500b\u6f0f\u6597\u968e\u6bb5\u8a2d\u5b9a\u660e\u78ba\u7684\u76ee\u6a19\uff0c\u4f8b\u5982\u63d0\u9ad8\u7db2\u7ad9\u6d41\u91cf\u6216\u63d0\u5347\u8f49\u63db\u7387\u3002\u540c\u6642\uff0c\u5229\u7528\u6578\u64da\u5206\u6790\u5de5\u5177\uff08\u5982Google Analytics\uff09\u4f86\u8ffd\u8e64\u95dc\u9375\u6307\u6a19\uff0c\u4ee5\u4fbf\u6309\u9700\u8abf\u6574\u884c\u92b7\u7b56\u7565\uff0c\u78ba\u4fdd\u4e0d\u65b7\u512a\u5316\u6548\u76ca\u3002<\/li>\n<li><b>\u5167\u5bb9\u884c\u92b7\u8207\u6e20\u9053\u6574\u5408\uff1a<\/b>\u6839\u64da\u884c\u92b7\u6f0f\u6597\u5404\u968e\u6bb5\u9700\u6c42\uff0c\u5275\u4f5c\u91dd\u5c0d\u6027\u5167\u5bb9\uff08\u4f8b\u5982\u90e8\u843d\u683c\u6587\u7ae0\u6216\u793e\u7fa4\u5a92\u9ad4\u4e92\u52d5\uff09\uff0c\u4e26\u6574\u5408SEO\u3001SEM\u53ca\u96fb\u90f5\u884c\u92b7\u7b49\u4e0d\u540c\u884c\u92b7\u6e20\u9053\uff0c\u9032\u4e00\u6b65\u63d0\u5347\u5ba2\u6236\u7684\u53c3\u8207\u5ea6\u8207\u8f49\u63db\u7387\u3002<\/li>\n<\/ol>\n<p>\u53ef\u4ee5\u53c3\u8003 <a href='https:\/\/godwasthelord.com\/?p=3592' target='_blank'>\u884c\u92b7\u92b7\u552e\u9ad8\u6548\u653b\u7565\uff1a\u4e2d\u5c0f\u4f01\u696d\u5fc5\u5b78\u7684\u6574\u5408\u884c\u92b7\u8207\u92b7\u552e\u7b56\u7565<br \/>\n<\/a><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u5167\u5bb9\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u986f\u793a\/\u96b1\u85cf\u5167\u5bb9\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E8%8B%B1%E6%96%87_Marketing_Funnel_%E7%9A%84%E6%A0%B8%E5%BF%83%E6%A6%82%E5%BF%B5%E8%88%87%E6%87%89%E7%94%A8\" >\u884c\u92b7\u6f0f\u6597\u82f1\u6587 (Marketing Funnel) \u7684\u6838\u5fc3\u6982\u5ff5\u8207\u61c9\u7528<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E5%89%96%E6%9E%90TOFU%E3%80%81MOFU%E3%80%81BOFU%E9%9A%8E%E6%AE%B5%E7%9A%84%E6%93%8D%E4%BD%9C%E7%AD%96%E7%95%A5\" >\u5256\u6790TOFU\u3001MOFU\u3001BOFU\u968e\u6bb5\u7684\u64cd\u4f5c\u7b56\u7565<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E6%95%B8%E5%AD%97%E5%8C%96%E8%A1%8C%E9%8A%B7%E9%87%8D%E5%A1%91%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97\" >\u6578\u5b57\u5316\u884c\u92b7\u91cd\u5851\u884c\u92b7\u6f0f\u6597<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E5%84%AA%E5%8C%96%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E7%AC%AC%E4%B8%80%E9%9A%8E%E6%AE%B5%EF%BC%9A%E5%90%B8%E5%BC%95%E6%BD%9B%E5%9C%A8%E5%AE%A2%E6%88%B6%E7%9A%84%E9%97%9C%E9%8D%B5%E7%AD%96%E7%95%A5\" >\u512a\u5316\u884c\u92b7\u6f0f\u6597\u7b2c\u4e00\u968e\u6bb5\uff1a\u5438\u5f15\u6f5b\u5728\u5ba2\u6236\u7684\u95dc\u9375\u7b56\u7565<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#1_%E7%B2%BE%E6%BA%96%E5%AE%9A%E4%BD%8D%E7%9B%AE%E6%A8%99%E5%8F%97%E7%9C%BE%EF%BC%9A\" >1. \u7cbe\u6e96\u5b9a\u4f4d\u76ee\u6a19\u53d7\u773e\uff1a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#2_%E9%81%B8%E6%93%87%E5%90%88%E9%81%A9%E7%9A%84%E5%85%A7%E5%AE%B9%E5%BD%A2%E5%BC%8F%EF%BC%9A\" >2. \u9078\u64c7\u5408\u9069\u7684\u5167\u5bb9\u5f62\u5f0f\uff1a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#3_%E5%88%A9%E7%94%A8SEO%E5%92%8C%E7%A4%BE%E7%BE%A4%E5%AA%92%E9%AB%94%E6%8F%90%E5%8D%87%E5%93%81%E7%89%8C%E7%9F%A5%E5%90%8D%E5%BA%A6%EF%BC%9A\" >3. \u5229\u7528SEO\u548c\u793e\u7fa4\u5a92\u9ad4\u63d0\u5347\u54c1\u724c\u77e5\u540d\u5ea6\uff1a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#4_%E9%81%8B%E7%94%A8%E4%BB%98%E8%B2%BB%E5%BB%A3%E5%91%8A%E7%B2%BE%E6%BA%96%E8%A7%B8%E5%8F%8A%E5%8F%97%E7%9C%BE%EF%BC%9A\" >4. \u904b\u7528\u4ed8\u8cbb\u5ee3\u544a\u7cbe\u6e96\u89f8\u53ca\u53d7\u773e\uff1a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#5_%E6%95%B8%E6%93%9A%E5%88%86%E6%9E%90%E8%88%87%E6%8C%81%E7%BA%8C%E5%84%AA%E5%8C%96%EF%BC%9A\" >5. \u6578\u64da\u5206\u6790\u8207\u6301\u7e8c\u512a\u5316\uff1a<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97_%E8%8B%B1%E6%96%87%E7%B5%90%E8%AB%96\" >\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u7d50\u8ad6<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97_%E8%8B%B1%E6%96%87_%E5%B8%B8%E8%A6%8B%E5%95%8F%E9%A1%8C%E5%BF%AB%E9%80%9FFAQ\" >\u884c\u92b7\u6f0f\u6597 \u82f1\u6587 \u5e38\u898b\u554f\u984c\u5feb\u901fFAQ<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E4%BB%80%E9%BA%BC%E6%98%AF%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97Marketing_Funnel%EF%BC%8C%E5%AE%83%E7%82%BA%E4%BB%80%E9%BA%BC%E9%87%8D%E8%A6%81%EF%BC%9F\" >\u4ec0\u9ebc\u662f\u884c\u92b7\u6f0f\u6597(Marketing Funnel)\uff0c\u5b83\u70ba\u4ec0\u9ebc\u91cd\u8981\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E5%A6%82%E4%BD%95%E9%81%B8%E6%93%87%E9%81%A9%E5%90%88%E6%88%91%E6%A5%AD%E5%8B%99%E7%9A%84%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E6%A8%A1%E5%9E%8B%E4%BE%8B%E5%A6%82_AIDA_AARRR%EF%BC%9F\" >\u5982\u4f55\u9078\u64c7\u9069\u5408\u6211\u696d\u52d9\u7684\u884c\u92b7\u6f0f\u6597\u6a21\u578b(\u4f8b\u5982 AIDA, AARRR)\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/godwasthelord.com\/?p=3594\/#%E5%A6%82%E4%BD%95%E8%BF%BD%E8%B9%A4%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E7%9A%84%E6%88%90%E6%95%88%EF%BC%8C%E4%B8%A6%E6%A0%B9%E6%93%9A%E6%95%B8%E6%93%9A%E8%AA%BF%E6%95%B4%E7%AD%96%E7%95%A5%EF%BC%9F\" >\u5982\u4f55\u8ffd\u8e64\u884c\u92b7\u6f0f\u6597\u7684\u6210\u6548\uff0c\u4e26\u6839\u64da\u6578\u64da\u8abf\u6574\u7b56\u7565\uff1f<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E8%8B%B1%E6%96%87_Marketing_Funnel_%E7%9A%84%E6%A0%B8%E5%BF%83%E6%A6%82%E5%BF%B5%E8%88%87%E6%87%89%E7%94%A8\"><\/span>\u884c\u92b7\u6f0f\u6597\u82f1\u6587 (Marketing Funnel) \u7684\u6838\u5fc3\u6982\u5ff5\u8207\u61c9\u7528<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u300c\u884c\u92b7\u6f0f\u6597\u82f1\u6587\u300d\u5373 <b>Marketing Funnel<\/b>\uff0c\u662f\u4e00\u500b\u63cf\u7e6a\u5ba2\u6236\u5f9e\u9996\u6b21\u63a5\u89f8\u5230\u6700\u7d42\u8cfc\u8cb7\u7684\u8996\u89ba\u5316\u6a21\u578b\u3002\u9802\u7aef\u5bec\u95ca\uff0c\u4ee3\u8868\u6f5b\u5728\u5ba2\u6236\uff0c\u5e95\u90e8\u72f9\u7a84\uff0c\u5247\u8c61\u5fb5\u5b8c\u6210\u8cfc\u8cb7\u7684\u5ba2\u6236\u3002Marketing Funnel \u662f\u4e00\u5957<b>\u5be6\u7528\u7684\u7b56\u7565\u6846\u67b6<\/b>\uff0c\u5e6b\u52a9\u4e2d\u5c0f\u4f01\u696d\u4e3b\u548c\u884c\u92b7\u7d93\u7406\u66f4\u6709\u6548\u898f\u5283\u884c\u92b7\u6d3b\u52d5\uff0c\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\uff0c\u4e26\u7cbe\u6e96\u6295\u653e\u884c\u92b7\u8cc7\u6e90\u4ee5\u6700\u5927\u5316\u6295\u8cc7\u5831\u916c\u7387 (ROI)\u3002<\/p>\n<p>\u8a31\u591a\u4eba\u5c0d\u65bc Marketing Funnel \u7684\u7406\u89e3\u505c\u7559\u5728\u8868\u9762\uff0c\u8a8d\u70ba\u5b83\u53ea\u662f\u7c21\u55ae\u7684\u6d41\u7a0b\u5716\uff0c\u4f46\u5176\u6838\u5fc3\u5728\u65bc<b>\u6578\u64da\u9a45\u52d5\u7684\u6c7a\u7b56<\/b>\u8207<b>\u7cbe\u6e96\u7684\u76ee\u6a19\u8a2d\u5b9a<\/b>\u3002\u900f\u904e\u8ffd\u8e64\u6307\u6a19\u6578\u64da\uff0c\u5982\u7db2\u7ad9\u6d41\u91cf\u3001\u8f49\u63db\u7387\u548c\u9867\u5ba2\u7d42\u8eab\u50f9\u503c (CLTV)\uff0c\u6211\u5011\u53ef\u660e\u78ba\u4e86\u89e3\u54ea\u4e9b\u74b0\u7bc0\u8868\u73fe\u826f\u597d\uff0c\u54ea\u4e9b\u9700\u8981\u512a\u5316\u3002\u9019\u985e\u4f3c\u91ab\u751f\u6839\u64da\u6aa2\u6e2c\u6578\u64da\u8a3a\u65b7\u75c5\u60c5\uff0cMarketing Funnel \u7684\u7cbe\u9ad3\u5728\u65bc<b>\u6301\u7e8c\u76e3\u63a7\u3001\u5206\u6790\u548c\u8abf\u6574<\/b>\uff0c\u512a\u5316\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<p>\u672c\u6587\u5c07\u6df1\u5ea6\u63a2\u8a0e\u4e0d\u540c\u7684 Marketing Funnel \u6a21\u578b\uff0c\u5982\u5ee3\u70ba\u4eba\u77e5\u7684 AIDA \u6a21\u578b (\u6ce8\u610f\u3001\u8208\u8da3\u3001\u617e\u671b\u3001\u884c\u52d5) \u548c AARRR \u6a21\u578b (\u7372\u5ba2\u3001\u6fc0\u6d3b\u3001\u7559\u5b58\u3001\u63a8\u85a6\u3001\u6536\u5165)\uff0c\u4e26\u5206\u6790\u5176\u9069\u7528\u5834\u666f\u548c\u512a\u7f3a\u9ede\u3002\u8209\u4f8b\u4f86\u8aaa\uff0cB2C \u96fb\u5546\u5e73\u53f0\u9069\u5408\u4f7f\u7528 AIDA \u6a21\u578b\u4ee5\u5feb\u901f\u5438\u5f15\u6ce8\u610f\u529b\uff0c\u800c SaaS \u516c\u53f8\u7684 AARRR \u6a21\u578b\u5247\u66f4\u6ce8\u91cd\u7528\u6236\u7559\u5b58\u8207\u53e3\u7891\u63a8\u85a6\u3002<\/p>\n<p>\u540c\u6642\uff0c\u6211\u5011\u5c07\u63a2\u8a0e\u5982\u4f55\u5c07<b>\u5167\u5bb9\u884c\u92b7<\/b>\u8207\u4e0d\u540c\u968e\u6bb5\u7684 Marketing Funnel \u7d50\u5408\u3002\u6bcf\u500b\u968e\u6bb5\u9700\u642d\u914d\u4e0d\u540c\u7684\u5167\u5bb9\u7b56\u7565\uff0c\u5982\u5728\u300c\u8a8d\u77e5\u300d\u968e\u6bb5\u63d0\u4f9b\u6709\u50f9\u503c\u7684\u4fe1\u606f\u5438\u5f15\u6f5b\u5728\u5ba2\u6236\uff0c\u6216\u5728\u300c\u6c7a\u7b56\u300d\u968e\u6bb5\u63d0\u4f9b\u7522\u54c1\u6bd4\u8f03\u548c\u6848\u4f8b\u7814\u7a76\uff0c\u5354\u52a9\u5ba2\u6236\u8cfc\u8cb7\u6c7a\u7b56\u3002\u6211\u5011\u5c07\u5206\u4eab\u5229\u7528<b>\u90e8\u843d\u683c\u6587\u7ae0\u3001\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\u3001\u793e\u7fa4\u5a92\u9ad4\u4e92\u52d5<\/b>\u7b49\u65b9\u5f0f\uff0c\u63d0\u5347\u5ba2\u6236\u53c3\u8207\u5ea6\u548c\u8f49\u63db\u7387\u3002<\/p>\n<p>\u6700\u5f8c\uff0c\u6211\u5011\u5c07\u8aaa\u660e\u5982\u4f55\u6574\u5408<b>\u4e0d\u540c\u884c\u92b7\u6e20\u9053<\/b>\uff0c\u5982 SEO\u3001SEM\u3001\u793e\u7fa4\u5a92\u9ad4\u548c\u96fb\u90f5\u884c\u92b7\uff0c\u5efa\u7acb\u5b8c\u6574\u7684 Marketing Funnel\u3002\u9019\u9700\u8981<b>\u8de8\u6e20\u9053\u7684\u6578\u64da\u6574\u5408\u8207\u7e3e\u6548\u8a55\u4f30<\/b>\uff0c\u4ee5\u4e86\u89e3\u6bcf\u500b\u6e20\u9053\u7684\u8ca2\u737b\uff0c\u4e26\u512a\u5316\u8868\u73fe\u4e0d\u4f73\u7684\u6e20\u9053\u3002\u6211\u5011\u5c07\u4ecb\u7d39\u5982\u4f55\u5229\u7528 Google Analytics \u548c Facebook Ads Manager \u7b49\u5de5\u5177\u8ffd\u8e64\u95dc\u9375\u6307\u6a19\uff0c\u4ee5\u6578\u64da\u8abf\u6574\u7b56\u7565\uff0c\u6700\u7d42\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E5%89%96%E6%9E%90TOFU%E3%80%81MOFU%E3%80%81BOFU%E9%9A%8E%E6%AE%B5%E7%9A%84%E6%93%8D%E4%BD%9C%E7%AD%96%E7%95%A5\"><\/span>\u5256\u6790TOFU\u3001MOFU\u3001BOFU\u968e\u6bb5\u7684\u64cd\u4f5c\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u7406\u89e3TOFU\u3001MOFU\u3001BOFU\u884c\u92b7\u6f0f\u6597\u6a21\u578b\u662f\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\u7684\u95dc\u9375\u3002 \u9019\u4e00\u6bb5\u5c07\u63a2\u8a0e\u6bcf\u500b\u968e\u6bb5\u7684\u5177\u9ad4\u7b56\u7565\uff0c\u63d0\u4f9b\u53ef\u884c\u5efa\u8b70\uff0c\u5e6b\u52a9\u4e2d\u5c0f\u4f01\u696d\u5c07\u6f5b\u5728\u5ba2\u6236\u8f49\u5316\u70ba\u5fe0\u5be6\u9867\u5ba2\u3002<\/p>\n<p><b>TOFU (Top of Funnel, \u8a8d\u77e5\u968e\u6bb5)<\/b> \u7684\u6838\u5fc3\u5728\u65bc\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\u4e26\u5438\u5f15\u6f5b\u5728\u5ba2\u6236\u3002 \u6709\u6548\u7684TOFU\u7b56\u7565\u5305\u62ec\uff1a<\/p>\n<ul>\n<li><b>\u95dc\u9375\u5b57\u7814\u7a76\u8207SEO\u512a\u5316\uff1a<\/b> \u6df1\u5165\u5206\u6790\u76ee\u6a19\u5ba2\u7fa4\u4f7f\u7528\u7684\u95dc\u9375\u5b57\uff0c\u4e26\u5c07\u5176\u6574\u5408\u9032\u7db2\u7ad9\u5167\u5bb9\u3001\u90e8\u843d\u683c\u6587\u7ae0\u53ca\u7522\u54c1\u63cf\u8ff0\u4e2d\uff0c\u5f9e\u800c\u63d0\u5347\u641c\u5c0b\u5f15\u64ce\u6392\u540d\u3002<\/li>\n<li><b>\u793e\u7fa4\u5a92\u9ad4\u884c\u92b7\uff1a<\/b> \u5728\u9069\u5408\u7684\u793e\u7fa4\u5e73\u53f0\u5982Facebook\u3001Instagram\u548cTikTok\u4e0a\uff0c\u5275\u5efa\u5438\u5f15\u4eba\u7684\u8996\u89ba\u5167\u5bb9\u548c\u77ed\u5f71\u97f3\uff0c\u63d0\u9ad8\u54c1\u724c\u66dd\u5149\u5ea6\u548c\u4e92\u52d5\u7387\uff0c\u4e26\u6301\u7e8c\u76e3\u63a7\u6578\u64da\u52d5\u614b\u3002<\/li>\n<li><b>\u5167\u5bb9\u884c\u92b7\uff1a<\/b> \u64b0\u5beb\u9ad8\u8cea\u91cf\u7684\u90e8\u843d\u683c\u6587\u7ae0\u53ca\u88fd\u4f5c\u6559\u5b78\u5f71\u7247\uff0c\u63d0\u4f9b\u89e3\u6c7a\u5ba2\u6236\u75db\u9ede\u7684\u5167\u5bb9\uff0c\u5efa\u7acb\u54c1\u724c\u6b0a\u5a01\u6027\u548c\u4fe1\u4efb\u611f\u3002<\/li>\n<li><b>SEM (\u641c\u5c0b\u5f15\u64ce\u884c\u92b7)\uff1a<\/b> \u5229\u7528Google Ads\u7b49\u5e73\u53f0\uff0c\u6295\u653e\u7cbe\u6e96\u5ee3\u544a\uff0c\u4e26\u9032\u884cA\/B\u6e2c\u8a66\u4ee5\u512a\u5316\u5ee3\u544a\u6548\u679c\uff0c\u63d0\u5347\u6295\u8cc7\u56de\u5831\u7387\u3002<\/li>\n<li><b>\u514d\u8cbb\u5de5\u5177\u8207\u4f4e\u6210\u672c\u7b56\u7565\uff1a<\/b> \u5584\u7528\u514d\u8cbb\u7684SEO\u5de5\u5177\u548c\u793e\u7fa4\u5a92\u9ad4\u5206\u6790\u5de5\u5177\uff0c\u63d0\u5347\u884c\u92b7\u9810\u7b97\u7684\u6548\u76ca\u3002<\/li>\n<\/ul>\n<p><b>MOFU (Middle of Funnel, \u8003\u616e\u968e\u6bb5)<\/b> \u7684\u91cd\u9ede\u662f\u57f9\u990a\u6f5b\u5728\u5ba2\u6236\u7684\u8208\u8da3\uff0c\u5f15\u5c0e\u5176\u6df1\u5165\u4e86\u89e3\u7522\u54c1\u6216\u670d\u52d9\u3002 \u5177\u9ad4\u7684MOFU\u7b56\u7565\u5305\u62ec\uff1a<\/p>\n<ul>\n<li><b>\u9ad8\u8cea\u91cf\u5167\u5bb9\u884c\u92b7\uff1a<\/b> \u63d0\u4f9b\u6df1\u5165\u7684\u884c\u92b7\u5167\u5bb9\uff0c\u4f8b\u5982\u96fb\u5b50\u90f5\u4ef6\u5e8f\u5217\u548c\u5206\u6790\u6587\u7ae0\uff0c\u8207\u6f5b\u5728\u5ba2\u6236\u4fdd\u6301\u4e92\u52d5\uff0c\u589e\u5f37\u4fe1\u4efb\u3002<\/li>\n<li><b>\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\uff1a<\/b> \u5b9a\u671f\u767c\u9001\u6b61\u8fce\u90f5\u4ef6\u3001\u7522\u54c1\u66f4\u65b0\u548c\u4fc3\u92b7\u8cc7\u8a0a\uff0c\u8207\u6f5b\u5728\u5ba2\u6236\u4fdd\u6301\u806f\u7e6b\u3002<\/li>\n<li><b>\u767b\u9304\u9801\u9762\u512a\u5316\uff1a<\/b> \u8a2d\u8a08\u7c21\u6f54\u7684\u767b\u9304\u9801\u9762\uff0c\u904b\u7528A\/B\u6e2c\u8a66\u63d0\u5347\u8f49\u63db\u7387\u3002<\/li>\n<li><b>\u5ba2\u6236\u884c\u70ba\u8ffd\u8e64\u8207\u6578\u64da\u5206\u6790\uff1a<\/b> \u5229\u7528\u6578\u64da\u5206\u6790\u5de5\u5177\u8ffd\u8e64\u5ba2\u6236\u884c\u70ba\uff0c\u6839\u64da\u6578\u64da\u512a\u5316\u884c\u92b7\u7b56\u7565\u3002<\/li>\n<li><b>\u500b\u6027\u5316\u884c\u92b7\uff1a<\/b> \u63d0\u4f9b\u91dd\u5c0d\u5ba2\u6236\u884c\u70ba\u7684\u500b\u6027\u5316\u5167\u5bb9\u548c\u63a8\u85a6\uff0c\u63d0\u5347\u53c3\u8207\u5ea6\u548c\u8f49\u63db\u7387\u3002<\/li>\n<\/ul>\n<p>\u6709\u6548\u57f7\u884cTOFU\u548cMOFU\u968e\u6bb5\u7b56\u7565\u53ef\u5c07\u6f5b\u5728\u5ba2\u6236\u5f15\u5c0e\u81f3<b>BOFU (Bottom of Funnel, \u6c7a\u7b56\u968e\u6bb5)<\/b>\uff0c\u70ba\u6700\u7d42\u92b7\u552e\u505a\u6e96\u5099\u3002 \u4e0b\u4e00\u6bb5\u5c07\u63a2\u8a0eBOFU\u968e\u6bb5\u7684\u5177\u9ad4\u7b56\u7565\u3002<\/p>\n<div class=\"image-container\">\n<img decoding=\"async\" src=\"https:\/\/images.unsplash.com\/photo-1617264862369-fec440d23265?crop=entropy&#038;cs=tinysrgb&#038;fit=max&#038;fm=jpg&#038;ixid=M3w0NzUyMTB8MHwxfHNlYXJjaHw0Nnx8Y29tcHV0ZXIlMjBzY3JlZW58ZW58MHwwfHx8MTcyMjg0NzIxNXww&#038;ixlib=rb-4.0.3&#038;q=80&#038;w=1080\" alt=\"\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\" \/><\/p>\n<p class=\"image-caption\">\u884c\u92b7\u6f0f\u6597 \u82f1\u6587. Photos provided by unsplash<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"%E6%95%B8%E5%AD%97%E5%8C%96%E8%A1%8C%E9%8A%B7%E9%87%8D%E5%A1%91%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97\"><\/span>\u6578\u5b57\u5316\u884c\u92b7\u91cd\u5851\u884c\u92b7\u6f0f\u6597<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u50b3\u7d71\u884c\u92b7\u6f0f\u6597\u5982\u540c\u4e00\u500b\u7dda\u6027\u904e\u7a0b\uff0c\u5ba2\u6236\u5f9e\u8a8d\u77e5\u968e\u6bb5\u6d41\u5411\u8208\u8da3\u3001\u6c7a\u7b56\uff0c\u6700\u7d42\u6210\u70ba\u9867\u5ba2\u3002\u7136\u800c\uff0c\u6578\u5b57\u5316\u6642\u4ee3\u4f7f\u9019\u4e00\u6a21\u578b\u904e\u6642\u3002\u73fe\u4ee3\u884c\u92b7\u6f0f\u6597\u8b8a\u5f97\u66f4\u52d5\u614b\u4e14\u4e92\u52d5\uff0c\u53cd\u6620\u51fa\u601d\u7dad\u548c\u7b56\u7565\u7684\u6839\u672c\u6539\u8b8a\u3002<\/p>\n<p><b>\u6578\u5b57\u5316\u884c\u92b7\u64f4\u5c55\u4e86\u89f8\u9ede<\/b>\u3002\u4f01\u696d\u4e0d\u518d\u50c5\u4f9d\u8cf4\u50b3\u7d71\u6e20\u9053\uff0c\u793e\u7fa4\u5a92\u9ad4\u3001SEO\u3001\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\u548c\u7dda\u4e0a\u5ee3\u544a\u7b49\u591a\u6a23\u5e73\u53f0\u6210\u70ba\u91cd\u8981\u7d44\u6210\u90e8\u5206\u3002\u6f5b\u5728\u5ba2\u6236\u53ef\u4ee5\u901a\u904e\u591a\u7a2e\u65b9\u5f0f\u8207\u4f01\u696d\u4e92\u52d5\uff0c\u4f8b\u5982\uff0c\u5148\u5728Facebook\u4e0a\u770b\u5230\u5ee3\u544a\uff0c\u518d\u641c\u5c0b\u7db2\u7ad9\uff0c\u6700\u5f8c\u901a\u904e\u96fb\u5b50\u90f5\u4ef6\u7372\u5f97\u4fc3\u92b7\uff0c\u6700\u7d42\u5728\u96fb\u5546\u5e73\u53f0\u8cfc\u8cb7\u3002<\/p>\n<p><b>\u6578\u5b57\u5316\u884c\u92b7\u589e\u5f37\u4e92\u52d5\u6027<\/b>\u3002\u50b3\u7d71\u7684\u55ae\u5411\u6e9d\u901a\u5df2\u88ab\u96d9\u5411\u4e92\u52d5\u53d6\u4ee3\u3002\u5ba2\u6236\u53ef\u4ee5\u5728\u793e\u7fa4\u5a92\u9ad4\u7559\u8a00\u6216\u4f7f\u7528\u804a\u5929\u6a5f\u5668\u4eba\u7372\u53d6\u5373\u6642\u5e6b\u52a9\uff0c\u9019\u4e0d\u50c5\u63d0\u5347\u4e86\u5ba2\u6236\u9ad4\u9a57\uff0c\u4e5f\u5e6b\u52a9\u4f01\u696d\u6df1\u5165\u4e86\u89e3\u9700\u6c42\uff0c\u5236\u5b9a\u66f4\u6709\u91dd\u5c0d\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<p><b>\u6578\u64da\u5206\u6790\u662f\u95dc\u9375<\/b>\u3002\u4f7f\u7528Google Analytics\u548cFacebook Insights\u7b49\u5de5\u5177\uff0c\u4f01\u696d\u53ef\u4ee5\u8ffd\u8e64\u5ba2\u6236\u5728\u6f0f\u6597\u4e2d\u7684\u884c\u70ba\uff0c\u5206\u6790\u9ede\u64ca\u7387\u3001\u8df3\u51fa\u7387\u548c\u8f49\u5316\u7387\uff0c\u5f9e\u800c\u512a\u5316\u884c\u92b7\u6d3b\u52d5\u3002\u5982\u679c\u67d0\u5ee3\u544a\u9ede\u64ca\u7387\u4f4e\uff0c\u4f01\u696d\u4fbf\u53ef\u6839\u64da\u6578\u64da\u8abf\u6574\u6587\u6848\u548c\u5716\u7247\uff0c\u63d0\u9ad8\u6548\u679c\u3002<\/p>\n<p><b>\u6578\u5b57\u5316\u884c\u92b7\u4f7f\u500b\u6027\u5316\u6210\u70ba\u53ef\u80fd<\/b>\u3002\u4f01\u696d\u53ef\u5efa\u69cb\u5ba2\u6236\u753b\u50cf\uff0c\u4f9d\u64da\u8cfc\u8cb7\u6b77\u53f2\u548c\u700f\u89bd\u8a18\u9304\u63a8\u85a6\u7522\u54c1\uff0c\u9019\u7a2e\u65b9\u5f0f\u63d0\u5347\u4e86\u53c3\u8207\u5ea6\u548c\u8f49\u5316\u7387\uff0c\u589e\u5f37\u4e86\u5ba2\u6236\u50f9\u503c\u3002<\/p>\n<p><b>\u884c\u92b7\u6f0f\u6597\u7684\u5f48\u6027\u8207\u52d5\u614b\u6027\u63d0\u5347<\/b>\u3002\u5ba2\u6236\u4e0d\u5fc5\u56b4\u683c\u9075\u5faa\u6b65\u9a5f\uff0c\u53ef\u80fd\u96a8\u6642\u9032\u51fa\u6f0f\u6597\u3002\u4f8b\u5982\uff0c\u4ed6\u5011\u53ef\u4ee5\u76f4\u63a5\u5f9e\u641c\u5c0b\u9032\u5165\u8cfc\u8cb7\u9801\u9762\uff0c\u8df3\u904e\u8208\u8da3\u8207\u6c7a\u7b56\u968e\u6bb5\u3002\u4f01\u696d\u9700\u6839\u64da\u6578\u64da\u6301\u7e8c\u8abf\u6574\u884c\u92b7\u7b56\u7565\uff0c\u4ee5\u6eff\u8db3\u5ba2\u6236\u9700\u6c42\uff0c\u4fdd\u6301\u7af6\u722d\u512a\u52e2\u3002<\/p>\n<p>\u7e3d\u4e4b\uff0c\u6578\u5b57\u5316\u884c\u92b7\u4e0d\u50c5\u6539\u8b8a\u4e86\u6f0f\u6597\u5f62\u72c0\uff0c\u66f4\u6d89\u53ca\u601d\u7dad\u548c\u7b56\u7565\u7684\u8b8a\u9769\u3002\u5b83\u5c07\u884c\u92b7\u6f0f\u6597\u8f49\u8b8a\u70ba\u4e00\u500b\u4e92\u52d5\u548c\u6578\u64da\u9a45\u52d5\u7684\u5faa\u74b0\u904e\u7a0b\uff0c\u66f4\u6709\u6548\u5730\u5438\u5f15\u3001\u57f9\u990a\u548c\u7559\u4f4f\u5ba2\u6236\uff0c\u6700\u7d42\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\u3002<\/p>\n<table>\n<caption><b>\u6578\u5b57\u5316\u884c\u92b7\u91cd\u5851\u884c\u92b7\u6f0f\u6597<\/b><\/caption>\n<tr>\n<th>\u9762\u5411<\/th>\n<th>\u50b3\u7d71\u884c\u92b7\u6f0f\u6597<\/th>\n<th>\u6578\u5b57\u5316\u884c\u92b7\u6f0f\u6597<\/th>\n<\/tr>\n<tr>\n<td><b>\u89f8\u9ede<\/b><\/td>\n<td>\u6709\u9650\u7684\u50b3\u7d71\u6e20\u9053<\/td>\n<td>\u793e\u7fa4\u5a92\u9ad4\u3001SEO\u3001\u96fb\u90f5\u884c\u92b7\u3001\u7dda\u4e0a\u5ee3\u544a\u7b49\u591a\u6a23\u5316\u5e73\u53f0\uff0c\u64f4\u5c55\u5ba2\u6236\u89f8\u53ca\u9762<\/td>\n<\/tr>\n<tr>\n<td><b>\u4e92\u52d5\u6027<\/b><\/td>\n<td>\u55ae\u5411\u6e9d\u901a<\/td>\n<td>\u96d9\u5411\u4e92\u52d5\uff0c\u793e\u7fa4\u5a92\u9ad4\u7559\u8a00\u3001\u804a\u5929\u6a5f\u5668\u4eba\u7b49\u63d0\u5347\u5ba2\u6236\u9ad4\u9a57\u4e26\u6536\u96c6\u53cd\u994b<\/td>\n<\/tr>\n<tr>\n<td><b>\u6578\u64da\u5206\u6790<\/b><\/td>\n<td>\u7f3a\u4e4f\u7cbe\u78ba\u6578\u64da\u8ffd\u8e64<\/td>\n<td>Google Analytics\u3001Facebook Insights\u7b49\u5de5\u5177\u8ffd\u8e64\u5ba2\u6236\u884c\u70ba\uff0c\u5206\u6790\u9ede\u64ca\u7387\u3001\u8df3\u51fa\u7387\u548c\u8f49\u5316\u7387\uff0c\u512a\u5316\u884c\u92b7\u6d3b\u52d5<\/td>\n<\/tr>\n<tr>\n<td><b>\u500b\u6027\u5316<\/b><\/td>\n<td>\u96e3\u4ee5\u5be6\u73fe\u500b\u6027\u5316\u884c\u92b7<\/td>\n<td>\u6839\u64da\u5ba2\u6236\u753b\u50cf\uff0c\u57fa\u65bc\u8cfc\u8cb7\u6b77\u53f2\u548c\u700f\u89bd\u8a18\u9304\u63a8\u85a6\u7522\u54c1\uff0c\u63d0\u5347\u53c3\u8207\u5ea6\u548c\u8f49\u5316\u7387<\/td>\n<\/tr>\n<tr>\n<td><b>\u6f0f\u6597\u6d41\u7a0b<\/b><\/td>\n<td>\u7dda\u6027\u6d41\u7a0b\uff0c\u5ba2\u6236\u4f9d\u5e8f\u7d93\u904e\u8a8d\u77e5\u3001\u8208\u8da3\u3001\u6c7a\u7b56\u3001\u8cfc\u8cb7\u968e\u6bb5<\/td>\n<td>\u5f48\u6027\u4e14\u52d5\u614b\uff0c\u5ba2\u6236\u53ef\u96a8\u6642\u9032\u51fa\u6f0f\u6597\uff0c\u6d41\u7a0b\u66f4\u9748\u6d3b<\/td>\n<\/tr>\n<tr>\n<td><b>\u6574\u9ad4\u7b56\u7565<\/b><\/td>\n<td>\u7dda\u6027\u3001\u55ae\u5411<\/td>\n<td>\u4e92\u52d5\u5f0f\u3001\u6578\u64da\u9a45\u52d5\uff0c\u6301\u7e8c\u8abf\u6574\u7b56\u7565\u4ee5\u6eff\u8db3\u5ba2\u6236\u9700\u6c42<\/td>\n<\/tr>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"%E5%84%AA%E5%8C%96%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E7%AC%AC%E4%B8%80%E9%9A%8E%E6%AE%B5%EF%BC%9A%E5%90%B8%E5%BC%95%E6%BD%9B%E5%9C%A8%E5%AE%A2%E6%88%B6%E7%9A%84%E9%97%9C%E9%8D%B5%E7%AD%96%E7%95%A5\"><\/span>\u512a\u5316\u884c\u92b7\u6f0f\u6597\u7b2c\u4e00\u968e\u6bb5\uff1a\u5438\u5f15\u6f5b\u5728\u5ba2\u6236\u7684\u95dc\u9375\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u884c\u92b7\u6f0f\u6597\u7684\u7b2c\u4e00\u968e\u6bb5\uff0c\u5373<b>\u8a8d\u77e5\u968e\u6bb5 (Awareness Stage)<\/b>\uff0c\u662f\u6574\u500b\u884c\u92b7\u6f0f\u6597\u7684\u57fa\u77f3\u3002\u6b64\u968e\u6bb5\u76ee\u6a19\u662f\u8b93\u6f5b\u5728\u5ba2\u6236\u4e86\u89e3\u4f60\u7684\u54c1\u724c\u8207\u7522\u54c1\uff0c\u4e26\u6fc0\u767c\u4ed6\u5011\u7684\u8208\u8da3\u3002\u6709\u6548\u5438\u5f15\u76ee\u6a19\u53d7\u773e\u4e26\u5f15\u5c0e\u81f3\u4e0b\u4e00\u968e\u6bb5\u662f\u6210\u529f\u7684\u95dc\u9375\u3002\u4ee5\u4e0b\u662f\u5e7e\u500b\u5be6\u7528\u6307\u5357\uff0c\u5e6b\u52a9\u4f60\u63d0\u5347\u6b64\u968e\u6bb5\u7684\u6548\u679c\uff1a<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_%E7%B2%BE%E6%BA%96%E5%AE%9A%E4%BD%8D%E7%9B%AE%E6%A8%99%E5%8F%97%E7%9C%BE%EF%BC%9A\"><\/span>1. \u7cbe\u6e96\u5b9a\u4f4d\u76ee\u6a19\u53d7\u773e\uff1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u5728\u958b\u59cb\u884c\u92b7\u6d3b\u52d5\u524d\uff0c\u660e\u78ba\u5b9a\u7fa9\u4f60\u7684<b>\u76ee\u6a19\u53d7\u773e (Target Audience)<\/b>\u81f3\u95dc\u91cd\u8981\u3002\u4e0d\u50c5\u8981\u4e86\u89e3\u4ed6\u5011\u7684\u5e74\u9f61\u3001\u6027\u5225\u548c\u8077\u696d\uff0c\u66f4\u9700\u638c\u63e1\u4ed6\u5011\u7684\u9700\u6c42\u3001\u75db\u9ede\u548c\u884c\u70ba\u3002\u900f\u904e\u5e02\u5834\u7814\u7a76\u3001\u7af6\u54c1\u5206\u6790\u548c\u5ba2\u6236\u8a2a\u8ac7\uff0c\u5efa\u7acb\u8a73\u7d30\u7684\u53d7\u773e\u753b\u50cf\uff0c\u4ee5\u5236\u5b9a\u66f4\u6709\u6548\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_%E9%81%B8%E6%93%87%E5%90%88%E9%81%A9%E7%9A%84%E5%85%A7%E5%AE%B9%E5%BD%A2%E5%BC%8F%EF%BC%9A\"><\/span>2. \u9078\u64c7\u5408\u9069\u7684\u5167\u5bb9\u5f62\u5f0f\uff1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u6839\u64da\u76ee\u6a19\u53d7\u773e\u7684\u504f\u597d\u548c\u884c\u70ba\u4f86\u9078\u64c7\u5167\u5bb9\u5f62\u5f0f\uff0c\u5305\u62ec<b>\u90e8\u843d\u683c\u6587\u7ae0 (Blog Posts)<\/b>\u3001<b>\u5f71\u7247 (Videos)<\/b>\u3001<b>\u793e\u7fa4\u5a92\u9ad4\u8cbc\u6587 (Social Media Posts)<\/b>\u7b49\u3002\u5728\u4e0d\u540c\u5e73\u53f0\u4e0a\u5236\u5b9a\u76f8\u61c9\u5167\u5bb9\u7b56\u7565\uff0c\u5982\u5728LinkedIn\u5206\u4eab\u5c08\u696d\u77e5\u8b58\uff0c\u5728Instagram\u4f7f\u7528\u5716\u7247\u548c\u77ed\u7247\u5438\u5f15\u5e74\u8f15\u53d7\u773e\uff0c\u5728YouTube\u88fd\u4f5c\u6559\u5b78\u5f71\u7247\u5efa\u7acb\u5c08\u696d\u5f62\u8c61\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_%E5%88%A9%E7%94%A8SEO%E5%92%8C%E7%A4%BE%E7%BE%A4%E5%AA%92%E9%AB%94%E6%8F%90%E5%8D%87%E5%93%81%E7%89%8C%E7%9F%A5%E5%90%8D%E5%BA%A6%EF%BC%9A\"><\/span>3. \u5229\u7528SEO\u548c\u793e\u7fa4\u5a92\u9ad4\u63d0\u5347\u54c1\u724c\u77e5\u540d\u5ea6\uff1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><b>\u641c\u5c0b\u5f15\u64ce\u512a\u5316 (SEO)<\/b>\u8207<b>\u793e\u7fa4\u5a92\u9ad4\u884c\u92b7 (Social Media Marketing)<\/b>\u662f\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\u7684\u95dc\u9375\u3002\u9032\u884c\u95dc\u9375\u5b57\u7814\u7a76\uff0c\u512a\u5316\u7db2\u7ad9\u548c\u793e\u7fa4\u5e16\u6587\uff0c\u63d0\u5347\u641c\u5c0b\u5f15\u64ce\u6392\u540d\u3002\u540c\u6642\uff0c\u7a4d\u6975\u53c3\u8207\u793e\u7fa4\u4e92\u52d5\uff0c\u5efa\u7acb\u8207\u76ee\u6a19\u53d7\u773e\u7684\u806f\u7e6b\uff0c\u62d3\u5c55\u54c1\u724c\u793e\u7fa4\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_%E9%81%8B%E7%94%A8%E4%BB%98%E8%B2%BB%E5%BB%A3%E5%91%8A%E7%B2%BE%E6%BA%96%E8%A7%B8%E5%8F%8A%E5%8F%97%E7%9C%BE%EF%BC%9A\"><\/span>4. \u904b\u7528\u4ed8\u8cbb\u5ee3\u544a\u7cbe\u6e96\u89f8\u53ca\u53d7\u773e\uff1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><b>\u4ed8\u8cbb\u5ee3\u544a (Paid Advertising)<\/b>\u5982Google Ads\u548cFacebook Ads\uff0c\u80fd\u8fc5\u901f\u6709\u6548\u5730\u63a5\u89f8\u76ee\u6a19\u53d7\u773e\u3002\u5229\u7528\u5e73\u53f0\u7684\u7cbe\u6e96\u6295\u653e\u529f\u80fd\uff0c\u6839\u64da\u53d7\u773e\u8208\u8da3\u3001\u884c\u70ba\u548c\u4eba\u53e3\u7279\u5fb5\u9032\u884c\u5ee3\u544a\u898f\u5283\u3002\u6301\u7e8c\u76e3\u63a7\u5ee3\u544a\u6210\u6548\uff0c\u8a55\u4f30\u6295\u5165\u6210\u672c\u8207\u5be6\u969b\u56de\u5831\uff0c\u4e26\u5c07\u5176\u8207\u5176\u4ed6\u884c\u92b7\u7b56\u7565\u7d50\u5408\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_%E6%95%B8%E6%93%9A%E5%88%86%E6%9E%90%E8%88%87%E6%8C%81%E7%BA%8C%E5%84%AA%E5%8C%96%EF%BC%9A\"><\/span>5. \u6578\u64da\u5206\u6790\u8207\u6301\u7e8c\u512a\u5316\uff1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u5728\u7b2c\u4e00\u968e\u6bb5\u4e2d\uff0c\u6578\u64da\u5206\u6790\u81f3\u95dc\u91cd\u8981\u3002\u8ffd\u8e64\u7db2\u7ad9\u6d41\u91cf\u3001\u793e\u7fa4\u4e92\u52d5\u548c\u5ee3\u544a\u9ede\u64ca\u7387\uff0c\u4ee5\u8a55\u4f30\u884c\u92b7\u6210\u6548\u3002\u6839\u64da\u6578\u64da\u8abf\u6574\u7b56\u7565\uff0c\u9032\u884cA\/B\u6e2c\u8a66\u627e\u51fa\u6700\u4f73\u65b9\u6848\u3002\u884c\u92b7\u662f\u4e00\u500b\u6301\u7e8c\u512a\u5316\u7684\u904e\u7a0b\uff0c\u9700\u4e0d\u65b7\u5b78\u7fd2\u8207\u8abf\u6574\uff0c\u624d\u80fd\u5728\u7af6\u722d\u4e2d\u812b\u7a4e\u800c\u51fa\u3002<\/p>\n<p>\u7e3d\u7d50\u4f86\u8aaa\uff0c\u6210\u529f\u512a\u5316\u884c\u92b7\u6f0f\u6597\u7684\u7b2c\u4e00\u968e\u6bb5\uff0c\u9700\u6df1\u523b\u4e86\u89e3\u76ee\u6a19\u53d7\u773e\uff0c\u9078\u64c7\u9069\u5408\u7684\u5167\u5bb9\u5f62\u5f0f\u548c\u884c\u92b7\u6e20\u9053\uff0c\u4e26\u900f\u904e\u6578\u64da\u5206\u6790\u4e0d\u65b7\u512a\u5316\u7b56\u7565\u3002\u9019\u9700\u8981\u8010\u5fc3\u8207\u52aa\u529b\uff0c\u4f46\u5805\u6301\u4e0b\u53bb\u5c07\u6709\u6548\u5438\u5f15\u6f5b\u5728\u5ba2\u6236\uff0c\u70ba\u696d\u52d9\u589e\u9577\u5960\u5b9a\u57fa\u790e\u3002<\/p>\n<p><a href=\"https:\/\/welly.tw\/blog\/marketing-funnel\" target=\"_blank\" rel=\"noopener\">\u53ef\u4ee5\u53c3\u8003 \u884c\u92b7\u6f0f\u6597 \u82f1\u6587<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97_%E8%8B%B1%E6%96%87%E7%B5%90%E8%AB%96\"><\/span>\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u7d50\u8ad6<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u5f9e\u672c\u6587\u7684\u63a2\u8a0e\u4e2d\uff0c\u6211\u5011\u4e86\u89e3\u5230\u300c\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u300d(Marketing Funnel) \u4e26\u975e\u55ae\u7d14\u7684\u6d41\u7a0b\u5716\uff0c\u800c\u662f\u6578\u64da\u9a45\u52d5\u3001\u76ee\u6a19\u5c0e\u5411\u7684\u7b56\u7565\u6846\u67b6\u3002  \u5b83\u80fd\u5e6b\u52a9\u4e2d\u5c0f\u4f01\u696d\u6709\u6548\u898f\u5283\u884c\u92b7\u6d3b\u52d5\uff0c\u5c07\u6f5b\u5728\u5ba2\u6236\u8f49\u5316\u70ba\u5be6\u969b\u8cfc\u8cb7\u7684\u9867\u5ba2\uff0c\u4e26\u6700\u5927\u5316\u6295\u8cc7\u5831\u916c\u7387\u3002  \u900f\u904e\u7406\u89e3TOFU\u3001MOFU\u3001BOFU\u4e09\u500b\u968e\u6bb5\u7684\u7b56\u7565\uff0c\u4ee5\u53ca\u5982\u4f55\u6574\u5408\u4e0d\u540c\u884c\u92b7\u6e20\u9053\uff08\u4f8b\u5982\uff1aSEO\u3001SEM\u3001\u793e\u7fa4\u5a92\u9ad4\u548c\u96fb\u90f5\u884c\u92b7\uff09\uff0c\u4e26\u904b\u7528\u6578\u64da\u5206\u6790\u5de5\u5177(\u4f8b\u5982\uff1aGoogle Analytics \u548c Facebook Ads Manager)\u6301\u7e8c\u76e3\u63a7\u548c\u512a\u5316\uff0c\u4f60\u5c07\u80fd\u5efa\u7acb\u4e00\u500b\u9ad8\u6548\u7684\u300c\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u300d\u7cfb\u7d71\u3002<\/p>\n<p>\u8a18\u4f4f\uff0c\u6210\u529f\u904b\u7528\u300c\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u300d\u7684\u95dc\u9375\u5728\u65bc\uff1a<b>\u7cbe\u6e96\u7684\u76ee\u6a19\u5ba2\u7fa4\u8a2d\u5b9a<\/b>\uff0c\u9078\u64c7\u6700\u9069\u5408\u4f60\u696d\u52d9\u7684\u6f0f\u6597\u6a21\u578b (\u4f8b\u5982 AIDA \u6216 AARRR)\uff0c\u4e26\u6301\u7e8c\u6839\u64da\u6578\u64da\u5206\u6790\u7d50\u679c\u8abf\u6574\u4f60\u7684\u884c\u92b7\u7b56\u7565\u3002  \u9019\u662f\u4e00\u500b\u6301\u7e8c\u5b78\u7fd2\u548c\u512a\u5316\u7684\u904e\u7a0b\uff0c\u6c92\u6709\u6377\u5f91\u53ef\u8d70\uff0c\u4f46\u53ea\u8981\u4f60\u9858\u610f\u6295\u5165\u6642\u9593\u548c\u7cbe\u529b\uff0c\u5c31\u80fd\u9010\u6b65\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\uff0c\u5be6\u73fe\u696d\u52d9\u7684\u6301\u7e8c\u589e\u9577\u3002  \u5225\u5fd8\u4e86\uff0c\u6301\u7e8c\u7684\u6578\u64da\u8ffd\u8e64\u8207\u5206\u6790\u662f\u7cbe\u9032\u300c\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u300d\u7b56\u7565\u7684\u57fa\u77f3\uff0c\u8b93\u6578\u64da\u5f15\u5c0e\u4f60\u8d70\u5411\u6210\u529f\u3002<\/p>\n<p>\u5e0c\u671b\u9019\u7bc7\u6587\u7ae0\u80fd\u5e6b\u52a9\u4f60\u66f4\u6df1\u5165\u5730\u7406\u89e3\u300c\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u300d\u7684\u6838\u5fc3\u6982\u5ff5\u53ca\u5176\u61c9\u7528\uff0c\u4e26\u5728\u5be6\u969b\u64cd\u4f5c\u4e2d\u53d6\u5f97\u7406\u60f3\u7684\u6210\u6548\u3002  \u5225\u5bb3\u6015\u5617\u8a66\uff0c\u5f9e\u4eca\u5929\u958b\u59cb\uff0c\u5efa\u7acb\u4f60\u81ea\u5df1\u7684\u9ad8\u6548\u300c\u884c\u92b7\u6f0f\u6597 \u82f1\u6587\u300d\u7cfb\u7d71\u5427\uff01<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97_%E8%8B%B1%E6%96%87_%E5%B8%B8%E8%A6%8B%E5%95%8F%E9%A1%8C%E5%BF%AB%E9%80%9FFAQ\"><\/span>\u884c\u92b7\u6f0f\u6597 \u82f1\u6587 \u5e38\u898b\u554f\u984c\u5feb\u901fFAQ<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"%E4%BB%80%E9%BA%BC%E6%98%AF%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97Marketing_Funnel%EF%BC%8C%E5%AE%83%E7%82%BA%E4%BB%80%E9%BA%BC%E9%87%8D%E8%A6%81%EF%BC%9F\"><\/span>\u4ec0\u9ebc\u662f\u884c\u92b7\u6f0f\u6597(Marketing Funnel)\uff0c\u5b83\u70ba\u4ec0\u9ebc\u91cd\u8981\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u884c\u92b7\u6f0f\u6597 (Marketing Funnel) \u662f\u4e00\u500b\u8996\u89ba\u5316\u6a21\u578b\uff0c\u5b83\u63cf\u7e6a\u4e86\u5ba2\u6236\u5f9e\u521d\u6b21\u63a5\u89f8\u4f60\u7684\u54c1\u724c\u6216\u7522\u54c1\uff0c\u5230\u6700\u7d42\u505a\u51fa\u8cfc\u8cb7\u6c7a\u5b9a\u7684\u6574\u500b\u904e\u7a0b\u3002\u5b83\u4e4b\u6240\u4ee5\u91cd\u8981\uff0c\u662f\u56e0\u70ba\u5b83\u80fd\u5e6b\u52a9\u4f60\u7cfb\u7d71\u6027\u5730\u898f\u5283\u884c\u92b7\u7b56\u7565\uff0c\u4e86\u89e3\u5ba2\u6236\u65c5\u7a0b\u7684\u6bcf\u500b\u968e\u6bb5\uff0c\u4e26\u627e\u51fa\u53ef\u4ee5\u512a\u5316\u7684\u5730\u65b9\uff0c\u5f9e\u800c\u63d0\u5347\u92b7\u552e\u8f49\u63db\u7387\uff0c\u66f4\u6709\u6548\u7387\u5730\u904b\u7528\u884c\u92b7\u8cc7\u6e90\uff0c\u6700\u5927\u5316\u6295\u8cc7\u5831\u916c\u7387\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E5%A6%82%E4%BD%95%E9%81%B8%E6%93%87%E9%81%A9%E5%90%88%E6%88%91%E6%A5%AD%E5%8B%99%E7%9A%84%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E6%A8%A1%E5%9E%8B%E4%BE%8B%E5%A6%82_AIDA_AARRR%EF%BC%9F\"><\/span>\u5982\u4f55\u9078\u64c7\u9069\u5408\u6211\u696d\u52d9\u7684\u884c\u92b7\u6f0f\u6597\u6a21\u578b(\u4f8b\u5982 AIDA, AARRR)\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u9078\u64c7\u884c\u92b7\u6f0f\u6597\u6a21\u578b\u53d6\u6c7a\u65bc\u4f60\u7684\u696d\u52d9\u985e\u578b\u3001\u76ee\u6a19\u5ba2\u6236\u548c\u884c\u92b7\u76ee\u6a19\u3002AIDA \u6a21\u578b (\u6ce8\u610f\u3001\u8208\u8da3\u3001\u617e\u671b\u3001\u884c\u52d5) \u9069\u5408\u5feb\u901f\u4fc3\u6210\u8cfc\u8cb7\u6c7a\u7b56\u7684\u7522\u54c1\u6216\u670d\u52d9\uff0c\u4f8b\u5982 B2C \u96fb\u5546\u3002AARRR \u6a21\u578b (\u7372\u5ba2\u3001\u6fc0\u6d3b\u3001\u7559\u5b58\u3001\u63a8\u85a6\u3001\u6536\u5165) \u5247\u66f4\u6ce8\u91cd\u7528\u6236\u7559\u5b58\u548c\u53e3\u7891\u63a8\u85a6\uff0c\u9069\u7528\u65bc SaaS \u516c\u53f8\u6216\u9700\u8981\u9577\u671f\u7528\u6236\u53c3\u8207\u7684\u696d\u52d9\u3002  \u6c92\u6709\u55ae\u4e00\u6700\u4f73\u6a21\u578b\uff0c\u4f60\u9700\u8981\u6839\u64da\u81ea\u8eab\u696d\u52d9\u7684\u7279\u6027\u548c\u76ee\u6a19\uff0c\u9078\u64c7\u6700\u5408\u9069\u7684\u6a21\u578b\uff0c\u751a\u81f3\u53ef\u4ee5\u7d50\u5408\u4e0d\u540c\u6a21\u578b\u7684\u512a\u9ede\uff0c\u6253\u9020\u51fa\u6700\u6709\u6548\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E5%A6%82%E4%BD%95%E8%BF%BD%E8%B9%A4%E8%A1%8C%E9%8A%B7%E6%BC%8F%E6%96%97%E7%9A%84%E6%88%90%E6%95%88%EF%BC%8C%E4%B8%A6%E6%A0%B9%E6%93%9A%E6%95%B8%E6%93%9A%E8%AA%BF%E6%95%B4%E7%AD%96%E7%95%A5%EF%BC%9F\"><\/span>\u5982\u4f55\u8ffd\u8e64\u884c\u92b7\u6f0f\u6597\u7684\u6210\u6548\uff0c\u4e26\u6839\u64da\u6578\u64da\u8abf\u6574\u7b56\u7565\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u8ffd\u8e64\u884c\u92b7\u6f0f\u6597\u6210\u6548\u9700\u8981\u5229\u7528\u6578\u64da\u5206\u6790\u5de5\u5177\uff0c\u4f8b\u5982 Google Analytics \u548c Facebook Ads Manager\u3002\u4f60\u53ef\u4ee5\u8ffd\u8e64\u95dc\u9375\u6307\u6a19\uff0c\u4f8b\u5982\u7db2\u7ad9\u6d41\u91cf\u3001\u8f49\u63db\u7387\u3001\u9867\u5ba2\u7d42\u8eab\u50f9\u503c (CLTV) \u7b49\uff0c\u5206\u6790\u6bcf\u500b\u968e\u6bb5\u7684\u8868\u73fe\uff0c\u627e\u51fa\u74f6\u9838\u6240\u5728\u3002  \u6839\u64da\u6578\u64da\u5206\u6790\u7d50\u679c\uff0c\u4f60\u53ef\u4ee5\u8abf\u6574\u5167\u5bb9\u7b56\u7565\u3001\u5ee3\u544a\u6295\u653e\u3001\u5ba2\u6236\u6e9d\u901a\u65b9\u5f0f\u7b49\uff0c\u4f8b\u5982\uff0c\u5982\u679c\u767c\u73fe\u67d0\u500b\u968e\u6bb5\u7684\u8f49\u63db\u7387\u4f4e\uff0c\u4f60\u53ef\u4ee5\u512a\u5316\u8a72\u968e\u6bb5\u7684\u5167\u5bb9\u6216\u8a2d\u8a08\uff0c\u6216\u8005\u5617\u8a66\u4e0d\u540c\u7684\u884c\u92b7\u6e20\u9053\u3002\u6301\u7e8c\u76e3\u63a7\u548c\u8abf\u6574\u662f\u512a\u5316\u884c\u92b7\u6f0f\u6597\u7684\u95dc\u9375\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing Funnel\u662f\u884c\u92b7\u6f0f\u6597\uff0cTOFU\u3001MOFU\u3001BOFU\u5206\u5225\u7528\u4f86\u8a0e\u8ad6\u6f0f\u6597\u4e0a\u3001\u4e2d\u3001\u4e0b\u5c64\u7684\u5de5\u4f5c\u3002\u672c [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3595,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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