Ukumaketha Kuguquke Ngalé Komthetho Wama-40/40/20
Bengihlela ishalofu lami lezincwadi namhlanje ekuseni futhi ngaphenya incwadi endala ye-Direct Marketing, Direct Mail by the Numbers. I I-USPS wayishicilela futhi waba umhlahlandlela omuhle kakhulu. Lapho ngiqhuba ibhizinisi leposi eliqondile ngokugcwele, ngaya kumphathi Weposi wendawo futhi ngathola ibhokisi lawo. Lapho sihlangana neklayenti elalingakaze lenze i-Direct Mail ngaphambilini, kwaba insiza enhle kakhulu ukuthi lifunde izinzuzo zokumaketha okuqondile ngokushesha.
Ngibukeza le ncwadi namuhla, ngabona ukuthi zingakanani izinto esezishintshile kule minyaka eyishumi edlule - ngisho naseminyakeni embalwa edlule.
Ithiyori endala yokumaketha okuqondile kwakunguMthetho wama-40/40/20
- 40% wemiphumela bekungenxa yohlu oluthumele kulo. Lolu kungaba uhla oluthengele ukufunisisa noma olungaba nohlu lwamakhasimende akho akhona manje.
- 40% umphumela ubangelwe ukunikezwa kwakho. Bengihlala ngitshela amaklayenti ukuthi isikhathi onaso emkhankasweni oqondile weposi wokuheha ithemba silingana nenani lezinyathelo eziphakathi kwebhokisi leposi nodoti.
- 20% umphumela ube ngenxa yobuhlakani bakho. Ngithole ucezu lwemeyili oluqondile oluvela kumakhi omusha wekhaya kule mpelasonto. Kwakuyisihluthulelo sokuhlola ekhaya eliyimodeli. Uma ukhiye ulingana, uwina indlu. Lokho ukunikezwa okuthakazelisayo okungangenza ngishayele ngiye emphakathini oseduze - ngobuciko obukhulu.
I-Direct Mail kanye ne-Telemarketing isebenzise lesi simiso sesithupha emashumini ambalwa eminyaka adlule. I-Do Not Call Registry kanye ne- I-CAN-SPAM Umthetho ufakazele ukuthi abathengi bakhathele ukugxambukela futhi ngeke babekezelele ukucela ngaphandle kwemvume. Ngikholwa ukuthi ukungabi nemvume kuzoba nomthelela omubi emikhankasweni yenu futhi kufanelekile ukukhulisa ukubaluleka kohlu.
Ukumaketha ngomlomo (WOMM) manje isiyingxenye ebalulekile yokumaketha kwenkampani ngayinye - kodwa umnyango wezokumaketha akuwona umnikazi wayo; umnikazi wayo. Uma ungakwazi ukufeza izithembiso zakho, abantu bazozwa ngakho ngokushesha kunalokho okudingekayo ukuze uqalise umkhankaso wakho. Ukumaketha ngomlomo kuzoba nomthelela omkhulu kuwo wonke umkhankaso wokumaketha. Uma ungakwazi ukuletha, ungathembisi.
Akugelezi kalula olimini, kepha ngikholwa ukuthi umthetho omusha yi-5-2-2-1 Rule
- 50% yemiphumela kungenxa yohlu oluthumela kulo; okubalulekile kulolo hlu yimvume onayo yokukhuluma nabo nokuthi uhlu luqondiswe kangakanani.
- 20% yemiphumela kungenxa yomyalezo. Ukuqondisa umlayezo kuzethameli kufanele. Umlayezo ofanele kuzethameli ezifanele ngesikhathi esifanele ukuphela kwendlela yokuqinisekisa ukuthi ungayigcina imvume futhi uthole imiphumela oyidingayo ngemizamo yakho yokumaketha.
- 20% kwemiphumela kungenxa ye-Landing. Ngokumaketha nge-imeyili, leli yikhasi lokubikezela kanye nesevisi elandelayo kanye nokwenziwa komkhiqizo noma isevisi. Uma ungakwazi ukufeza izithembiso ozithengisile, amazwi omlomo azowukhipha ngokushesha lowo mlayezo kunokuba uzame ukuwuhlanganisa. Kufanele "uhlalise" iklayenti kahle ukuze ube nokukhula okuphumelelayo esikhathini esizayo.
- 10% kusewubuhlakani bomkhankaso wakho wokumaketha. Angisho ukuthi ukusungula akubalulekile kakhulu kunakudala. Lokho akulona iqiniso, kodwa imvume, umlayezo, nokufika kubaluleke kakhulu kunalokho obekuyikho.
Umthetho wakudala wama-40/40/20 wokumaketha okuqondile awuzange ucabangele imvume, ukumaketha ngomlomo, noma ukwenziwa komkhiqizo nensizakalo yakho. Ngicabanga ukuthi i- 5-2-2-1 Umthetho enza!