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工业供应商可选的专业B2B网站

(2010-10-22 10:42:41)
标签:

globalspec

thomas

b2b网站

网络营销

搜索引擎

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分类: 译文赏析

注:本人译作,贴出此帖目的在于希望大家多多指点,若引用,请说明来源于此

GlobalSpec This directory/search engine is generally considered to be the most sophisticated industrial sourcing site available on the web and ThomasNet's main competition. Their search engine refines searches to technical and industrial related sites while their directory not only provides visitors with information about the manufacturer, but also allows them to specify the attributes that are most important to them in sourcing a product or supplier. Aggressive marketing has allowed GlobalSpec to grow significantly and challenge ThomasNet for the spot as the leading industrial search engine/directory.

Listings in the GlobalSpec directory are free and their search engine will index most industrial sites without the need for submission. The only negative is that the cost to load your product database into their directory and take advantage of all of the lead generation benefits of the main part of the site runs about $15,000 per year for a product oriented company and $7,500 per year for a service oriented company like a custom injection molder. Therefore, it can be an expensive option for marketers with smaller budgets and there really are not any packages for smaller advertisers.


Kellysearch.com – "Kelly's was established in the United Kingdom over two hundred years ago in 1799 and has been published ever since." For all intents and purposes, it is the largest Industrial Directory in Europe and since going online; they have made quite an inroad in the US. We first noticed leads from Kelly's showing up in the Request for Quotes of some of our clients who operate internationally, but now we are seeing their US version of Kellysearch provide a fair amount of quality traffic.

The biggest advantage that Kellysearch has for US suppliers is its cost. They have been aggressive by offering primary positions in their directories on a trial basis at very low rates.

Industrial Quick Search (IQS) – This industrial directory was started by a former sales executive of the Thomas Register. The directory is actually made up of sites like
www.extrudedplastics.com or www.laser-cutting-services.com. Each site is limited to about 16 companies and the costs typically run about:

$4800 for page one - tier 1 (positions 1-6)
$3500 for page one - tier 2 (positions 7-11)
$2200 for page one - tier 3 (positions 12-16)
These prices are for an annual listing with an option of quarterly billing. It includes a four color preview ad, four line descriptive matter and a link to your website that will help your link popularity. Charges for second page listings range from $500 for a top listing to $199 for a regular listing.

One of the primary selling points used by Industrial Quick Search is that advertisers only have to purchase a listing in one directory compared to multiple directories in ThomasNet. Overall, these niche directories do yield leads, but for most of our clients the ROI is still too low to be prioritized too highly.

Zycon – This industrial directory was started by a group of manufacturers in the Detroit area to provide an easier to use and more cost effective advertising vehicle for industrial manufacturers. Their system tracks visitors, click thrus, and RFQs and is very straightforward and easy to use.

Pricing for 3 categories and any subcategories within these is a flat fee of about $1,800 per year (at the time of writing). The directory does not have the presence that Thomasnet or GlobalSpec enjoy, but it is much less cluttered and can still provide a decent ROI in some categories.

Engineersedge.com – This site is more of an information portal for engineers, but it does include a directory that sells listings for $125 from pages with decent link popularity. The publisher will also publish impartial informative articles free of charge with a link to your company in the byline. We consider it a must for any company selling engineering related products.

Industrial Directory – This relatively new directory is similar to Industrial Quick Search in that it really is a compilation of small niche directories that are optimized for the search engines with very specific keyword rich domain names. In fact, the owner of the Industrial Directory says that a good portion of their traffic comes from people who actually search by typing the domain names in the browser bar.

At $35 per listing, the link popularity boost alone is worth the cost for most advertisers, but the fact that so many of these directories rank so well in Yahoo and MSN makes them even better. You can check out a list of their directories at
www.industrialdirectory.com, but be sure to request a quote because they have many directories that are not published yet. Some of the directories that have been built out can be viewed here: www.expansionbolts.com and www.clustergears.com.

MotionNet.com – While this directory does not cover the number of categories that many of the larger industrial directories do, it does have a nice presence in the search engines and can be very cost effective at $25 a listing.

Thomas B2B – a joint venture between FindWhat and Thomas Publishing, this is one of the only large industrial pay per click programs on the market of any size. We are still testing programs from this supplier. Initial data indicate that while the number of leads generated will be low, so will the costs so the ROI is decent if you can justify the time to set it up.

Other B2B and Industrial Directories – Depending on one's industry, there may be specific directories or trade magazine buyer's guides applicable to a business that will generate leads in a cost effective manner. Analyzing the back links of competitive sites can identify many of these opportunities, although we typically find these to be fairly costly in comparison to organic or PPC advertising. On the positive side, these sites can often attract high quality leads and help a site's link popularity. Some examples include:

Plasticsnews.com - Plastics industry magazine with major directory.
Packworld.com - Packaging directory.
Devicelink.com - Medical device manufacturers directory.
Written by Mark Forst

GlobalSpec这个搜索引擎是大众认为最有经验的工业资源网站,是ThomasNet's的主要竞争对手。这个搜索引擎筛选出与技术和工业相关的网页,同时提供给访问者制作商的信息,并允许他们按照指定的特性进行搜索,这对他们搜索产品和供应商来说是非常重要的。GlobalSpec积极的营销方式使其快速成长,并对占有工业搜索引擎的主导地位的ThomasNet,提出了挑战。

在GlobalSpec栏位是免费的,在不需要提交申请的情况下,他们的搜索引擎可以搜索到大多数的工业网站。唯一不好之处是上传产品数据到他们的网站上,或要利用网站点击生成的数据进行分析要收取一定的费用,比如以产品为主的公司每年收取$15,000,像定制注入模具这样以服务为主的公司,每年收取$7,500。因此,对于小额预算的市场营销商来说,这无非是很昂贵的价格,并且没有任何适合小广告商的方案。
Kellysearch.com  Kelly's1799年在英国成立发行,到现在已经有200多年的历史了。由于目的性比较强,从建立网站开始就成为欧洲最大的工业索引。它很快地打入了美国市场。我们的一些从事国际贸易的客户的询盘数据,让我们第一次注意到了Kelly's。但是现在我们观察到他们美国的网站Kellysearch,并且拥有相当数量的流量。

对于美国供应商来说,Kellysearch最大的优势在于它的收费。他们尝试着把网站的最显眼的位置低价卖出,这使得他很有竞争力。


Industrial Quick Search (IQS)  这个工业索引是前销售主管Thomas Register建立的,它由www.extrudedplastics.com or www.laser-cutting-services.com.这样的网站组成。每个网站大约只能放16个公司它的收费如下:

第一页第一行(1到6的位置)$4800
第一页第二行(7到11的位置)$3500
第一页第三行(12到16的位置)$2200

这些是可以按季度付费的全年价格。它包含彩色预览广告,四行介绍和能提高您网站点击率的链接。第二页从顶端到普通栏位的收费从$500到$199不等。
Industrial Quick一个最主要的卖点是广告商只需购买一个目录下的一个栏位,而不像在ThomasNet里面要买多个栏位。这些小目录虽然奏效,但对于我们的大多数客户来说利润率仍然太低以至于不会优先考虑用其来做推广。
Zycon  这个工业索引是底特律的一群制造商,为了使他们的汽车工业制造商更容易使用且做更有成本效益的广告创建的。他们系统的浏览,点选,询盘非常快捷简单。
3个分类或者任一一个小分类每年收取$1,800的固定收费(依照上刊的时间计算)。这个索引没有Thomasnet or GlobalSpec那么好的点击率,但是它可以免去一些干扰且在一些分类中你能得到很好的回报率。
Engineersedge.com  这是一个工程师信息的门户网站,但是它也有销售热门点击页面的栏位,价格是$125。这些出版商会出版有效的信息文章,并在文章最下端免费提供到您公司网站的链接。我们认为这是任何一个销售相关的工程产品公司所需要的。
Industrial Directory  这个索引类似于Industrial Quick,它是小的利基目录汇编,带有非常具体的关键字多域名优化搜索引擎。实际上,Industrial Directory的拥有者说他们的大部分的流量来自人们在菜单栏键入域名搜索所得。
$35一个栏位,对大多数广告商就单从提升点击率的角度来说是值得的,但是事实是像Yahoo 和 MSN在这方面做得更好,很多客户会选择他们。你可以在www.industrialdirectory.com确认下他们的目录列表,但一定要他们给一个报价,因为他们有很多的目录,还没有发布。有些目录已建成,您可以点击www.expansionbolts.comwww.clustergears.com查看。

MotionNet.com  这个索引不像很多工业索引一样包含很多分类,在搜索引擎中它出现率很高,并且买一个栏位很划算,价格是$25。
Thomas B2B  是FindWhat 和 Thomas Publishing的合资建立的,这是在市场唯一一家可以提供大型的工业PPC方案的网站,且无论公司大小都可以做。他们的方案还在我们的测试中。初始数据显示产生点击行为的数据很低,所以费用也不是很高,如果你调整时间去做他的方案的话,利润率还蛮高的。

其他 B2B and Industrial Directories  有许多具体索引或者商业杂志指南依靠自己的产业,转为商业用途将会产生点击率,从而节省成本。对有竞争力的网站的回链接率进行分析,可以识别这些机遇。虽然我们发现这些与有机或者PPC广告相比要贵得多。从积极的一面来说,这些网站可以吸引更多人来点击,提高网站链接的广泛度。下面是几个例子:

Plasticsnews.com塑料工业杂志及其主要名录
Packworld.com – 包装业名录
Devicelink.com - 医疗设备制造商名录

                             作者: Mark Forst

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