Beyond Demographics: Izinhlobo Zokuhlukaniswa Kwezithameli Ezithuthukile Ezishayela Ukuzibandakanya Okulinganisisekayo

Izinhlobo Zokuhlukanisa Izithameli Ezithuthukile

Ngibonga noma iyiphi i-guru okholelwa kuyo nge-Marketing Automation, futhi ukuxegisa elikunika abathengisi. Ngokuvamile, sisebenzisa i-Marketing Automation ukuthola imikhondo yokubandakanya nokukhulisa. Lokhu kungafinyelelwa ngemikhankaso ye-drip, kanye nesaziso sokuziphatha sokuthatha isinyathelo. Ukuhlanganiswa kweMeyili ngesinye isici esithunyelwe izulu. Ithuba lokufaka zonke, igama lomamukeli oyedwa esihlokweni nasolayini wokuqala we-imeyili yakho liyi-change-clincher engaphumeleli…

Noma kunjalo?

Iqiniso aligcini lapho nge-Marketing Automation can qhubeka kakhulu; kubuye futhi ukuthi izidingo ukuya kude kakhulu. Uke wababiza ngamagama abo, kepha yonke i-imeyili yakho i-humdrum, yenzelwe lokho-lokho, futhi akuyona eyakho nhlobo. Okuqukethwe okuyiqiniso ngokweqiniso kudinga okuningi. Ngokuqondile, kudinga ukuhlukaniswa okusobala, ngaphezu kwenani labantu, ukwazi amakhasimende, ukuqonda abakufunayo, nokukhuluma ngqo ezidingweni zabo.

Ukuhlukaniswa Kwezimakethe kudlulela Ngaphesheya Kwezibalo

Ukuhlukaniswa kwezithameli akuyona into entsha. Maye, akukusha kangako ukuthi manje ubuncane obungenalutho; kulindeleke kumaqembu wokumaketha kunoma iyiphi imboni. Kubandakanya ukuhlukanisa nokuhlukanisa ababukeli bezentengiso bebhizinisi babe ngamaqenjana, ngokuya ngezici ezahlukahlukene abanazo nezimpawu ababelana ngazo. Usuyazi vele ukuthi yini, wonke umuntu uyikho. Kuyasebenza futhi izibalo ziyazikhulumela.

Ama-76% wabathengi alindele ukuthi ibhizinisi lazi ngokuncamelayo.

I-SalesForce

Izibalo zabantu ziyingxenye yoqobo, ejwayelekile kakhulu yokuhlukaniswa kwezethameli. Kungani babengeke babe? Bahlukanisa abantu abahlukile ngokuya ngezimpawu zabo eziyinhloko ezifana nobudala, indawo, nobulili, ukubala abambalwa. Kepha namuhla, lokhu akuyona ingxenye yazo yonke futhi kube ukuphela kwayo konke. Akwanele ukuhlanganisa nokuhlukanisa ngokuya ngokuthile okuncane njengokuthi bavelaphi noma baneminyaka emingaki. Lokhu akuholeli ekwenzeni kube ngokwakho, ukuqagela okufundisiwe. Amakhasimende akho afanelwe okungcono.

Ibhizinisi lakho lifanelwe okungcono. Ukwenza ngezifiso okufanele okuqukethwe kokufinyelela nokukhangisa kubalulekile empumelelweni yesikhathi esizayo.

Thayipha i-1: Ukuhlukaniswa okusekelwe ku-Psychographics

Lapho amaphuzu wedatha yabantu esitshela khona ngubani uthenga okuthile, amaphuzu wedatha ye-psychographic asitshela kungani labo bantu bayayithenga. Idatha ye-Psychographic ingasetshenziswa noma yiliphi ibhizinisi ukwenza izisusa eziqhuba isimilo sokuthenga sezithameli. Izinkampani ezenza lolu hlobo locwaningo zivame ukubheka amakhasimende amanani, izindlela zokuphila, isimo sekilasi, imibono, izinkolelo, futhi imisebenzi yansuku zonke.

Iphrofayili Yabantu

  • Male
  • 25 ukuze 30
  • Single
  • Azikho Izingane
  • Imali engenayo ~ $ 25,000
  • Uhlala edolobheni

Iphrofayli ye-Psychographic

  • Social
  • Uyasikhathalela Ngokubukeka
  • UKeen Cyclist & Footballer
  • Isikhathi Esiningi Esingasebenzi
  • Ochwepheshe Abancane; Okuqhutshwa Umsebenzi
  • Jabulela Amaholide

I-Psychographic ivumela abathengisi ukuthi bakhuphule ubuwena bokufinyelela kwabo ngamanothi ambalwa. Idatha ewusizo, ehlanzekile ehlukaniswe ngokulinganayo ibenza bakwazi ukukhuluma ngolimi lwekhasimende labo ezingeni elingokomzwelo, ukuqonda ngokugcwele ukuthi umkhiqizo usebenzela kanjani nokuthi usetshenziswa kanjani yibo, futhi bagxile kuzici ezibakhanga kakhulu. Kubanika umbono ongcono wokuthi umkhiqizo ungena kuphi ezimpilweni zabo, ubanike amandla okucija imiyalezo yabo ngalokhu.

Kanjani? Ukuhlukaniswa kwengqondo kudinga ukuhlaziywa kwezimo ezihlukile zezethameli ngaphambi kokuzihlukanisa. Isebenzisa ucwaningo lwekhwalithi olwenziwe ngezinsizakusebenza zokuzithandela ezifana nocwaningo, izingxoxo, nemibuzo ukuthola amanye, amaphuzu athile wedatha mayelana nomhlanganyeli ngamunye. Imibuzo ingafaka noma yiliphi inani lezihloko ezincike embonini. Isibonelo, izinkampani ze-B2B zivame ukugxila kuzo imisebenzi okufanele yenziwe nemibuzo yokuthuthukiswa kwamakhasimende. Le migqa yemibuzo isiza ekuchazeni ukuthi ungawufaka kanjani umkhiqizo emsebenzini we-Ideal Customer Profile's (ICP), nokuthi umkhiqizo wabo ungasheshisa kanjani imiphumela.

Khumbula. Kukhona umugqa omuhle phakathi kokwenza okuqondile nokwaphula okuyimfihlo okuyimfihlo. Ngokusobala, kufanele uqoqe kuphela idatha yomsebenzisi ngemvume yabo, kepha futhi kufanele uqiniseke ukuthi okucelayo kubo akuyona eyomuntu uqobo futhi kayihlaseli. Ngalesi sizathu, kungaba yinselele ukuthola idatha ye-psychographic. Umbono omuhle ukunikela ngokuqukethwe okuqondene nentshisekelo ethile, okuwusizo, kwe-freemium ngokubambisana kwabo, noma ukufinyelela okukhethekile kusenesikhathi komkhiqizo noma umsebenzi osanda kwakhiwa.

Thayipha i-2: Ukwehlukaniswa Kususelwa Kubungako Kwikhasimende

Ukuhlukaniswa okususelwa kuntshisekelo kubheka ngqo uhlobo lokuqukethwe okulindelwe, okuholwayo, namakhasimende akhona akudlayo. Ukuhlukaniswa kwayo kuklanyelwe ukucindezela labo basebenzisi ukuthi baqhubekele phambili ngaphansi kofanele, ngokunganiki lutho ngaphandle kwenani nobungcweti njengoba befuna umkhiqizo wabo. Isibonelo, uma elinye lamathemba ethu lisayinela uhlu lwethu lwamakheli ngoba balande i-eBook yethu ebhalela ama-imeyili, singababeka eqenjini labantu abanentshisekelo yokuthumela ama-imeyili abandayo.

Ngenxa yokuthi ithemba lokufunda okuqukethwe kwakho akusho ukuthi bazothenga umkhiqizo wakho.

Isitatimende esingenhla siyiqiniso impela. Kepha yonke inqubo yokuthengisa okususelwa enanini isuselwa ekuqondeni nasekuqiniseni izizathu zokuthi kungani umkhiqizo wami ulusizo kulokho okulindelwe. Uma ngiphawula ukuthi balanda imihlahlandlela yami ebandayo yokuthumela ama-imeyili, khona-ke bazoba nentshisekelo kokuqukethwe okubanda kakhulu kwe-imeyili okufana nokuthunyelwe kwami ​​kwebhulogi yomugqa; indlela yami 'yokuthola noma yiliphi ikheli le-imeyili'. 

Ekugcineni, abathengisi bangakhuphula lokhu kufinyelela futhi baqhubekisele phambili amathemba ngokuqhubeka nomsele ngokuqhubeka ngokubanikeza idemo eholwa ukuthengisa yomkhiqizo wabo. Umvuzo wabo wukukhishwa okubonakalayo, okungatholakali okutholwe kokufaka kwabo. Ukuqhubekela phambili, bayakwazi ukuthumela ama-imeyili amaningi esikalini, ngaphambi kokuhlaziya ukusebenza kwabo nokwenza ngcono ukusebenza kwabo ngamazinga okuphendula angcono.

Thayipha i-3: Ukwehlukaniswa Kususelwa Kubungako Bebhizinisi

Ukuhlukaniswa okususelwa kunani isu lokuhlukanisa elibeka amathemba, ukuhola, kanye namakhasimende emaqenjini ngokususelwa kunani elinganikeza ibhizinisi. Imvamisa bengingazukuyibheka le ndlela yokwehlukanisa okwenziwe ngokwezifiso ngokukhethekile. Kepha, ngemuva kwalokho okwenziwe ubhadane ezweni lebhizinisi, sekuzoba umehluko phakathi kokuhlukaniswa okusebenzayo nokungaphumeleli ukuqhubekela phambili.

Amandla okuthenga avele aba so okungaqondakali. Indlela ubhadane nokukhiya kwayo okulandelayo kuthinte amabhizinisi ahlukene ezimbonini ezahlukahlukene akunangqondo ngokuphelele. Isibonelo, izindawo zokuhweba eziningi ze-eCommerce zithuthukile, kepha izinkampani zokuhamba sezilethisiwe. Amabhizinisi athengisayo adinga ukukuqonda lokhu futhi angene phezu kwawo, ahlukanise amakhasimende awo ngokuya ngokuthi athinteke kanjani. Ngemuva kwalokho, banganikela ngokuqukethwe komuntu siqu, okunozwela nokunikezwa ukusiza amakhasimende abo.

Kanjani? Amabhizinisi adinga ukusebenzisa ulwazi lwamakhasimende okuxoxa. Ungahlali ulinde isicelo sokukhansela; finyelela kumakhasimende akho nganoma yimiphi imibuzo yokuthengiselana noma izinkundla zokuthengisa ezingase zihlobene nabo. Khombisa ukukhathazeka, uzwela, ubudlelwane, nesifiso esiqotho sokubasiza ngesikhathi sabo sokudinga. Hlala isinyathelo esisodwa phambili, futhi ngeke usalele emuva.

Faka izinkampani kubakaki ngokususelwa ekutheni bashaye kanzima kangakanani. Uma beye bahlupheka, bangahle bathambekele ekusebenziseni ukunikezwa kwesaphulelo. Uma bechuma, bangahle bakulungele ukuthengiswa kwemikhiqizo efanayo.

Thayipha i-4: Ukuhlukaniswa Kususelwa Ekuzibandakanyeni

Isifundo sokugcina ku Advanced Segmentation isigaba ukuthi sibe nesigaba sezithameli ngokuya ngokuthi sisebenza kanjani ngomkhiqizo. Kuyisiqeshana sehlukaniso se-psychographic, futhi ibheka ukuthi amathemba, ukuhola, namakhasimende akhona ahlangana kanjani nomkhiqizo ezinhlakeni eziningi zamapulatifomu. Imithombo yezokuxhumana, amanani avulekile, okuchofoza kukho, futhi yimaphi amadivayisi athile abawasebenzisayo ukusebenzisa okuqukethwe kwabo.

Izici ezintathu eziyinhloko zokuqhuba ukuzibandakanya: 
Ukubaluleka, imvamisa, ukubizelwa esenzweni.

Uma usuvele uyazi ukuthi ithemba lakho aliwavuli ama-imeyili akho, asikho isidingo sokuchitha isikhathi ngokubathumela amanye ama-imeyili wokulandelela ayisikhombisa. Ngokujwayelekile, ungaqaphela ukuthi ithemba livula ama-imeyili akho kepha lingaphenduli. Kungakufanelekela ukuwafaka eqenjini lokuzibandakanya eliphezulu elivulekele ukulandelwa noma elingadinga ulayini ohlukile wokufinyelela.

Ukwenza ngezifiso ukuhlolwa kwe-A / B kwemigqa yezihloko ukuthola okulungile okuvula ukuvula kwabo. Izipesheli ezenziwe zenziwa zahlekiswa kuleyo migqa yezihloko ukukhulisa ukuzibandakanya kwazo namathuba okuguqulwa. Ithumela ukufinyelela i-imeyili ngesikhathi esifanele ukuthi bayivule. Ithumela inani elifanele lezikhathi, ngakho-ke awudluli noma uthinte umamukeli wakho.

Kanjani? Izingxenye zokuzibandakanya zingenziwa ngokususelwa kwimiphumela yokulandelela i-imeyili ukulandelela konke ukuxhumana. Imvamisa, lokhu kufaka ukusebenzisa isoftware efaka amaphikseli amancane wokulandela umkhondo kuma-imeyili. Lapho lawa maphikseli wokulandela umkhondo evulwa, ithumela isicelo sokulanda kumaseva weklayenti lokulandela ngomkhondo. Lokhu kubalwa njenge- buka. Ukusuka lapho, abasebenzisi bangabona ukuthi ngubani, nini, nokuthi iyiphi idivayisi okuqukethwe kwabo okuvulwe kuyo.

Khumbula. Ngikhuluma ngokusobala nge-imeyili kulesi sibonelo ngoba yingakho i-niche yami ilele. I-imeyili iyindlela ejwayelekile kunazo zonke yokufinyelela kwezentengiso, impela. Njengoba singena onyakeni omusha, sibona amapulatifomu amaningi aya esiteji, njengezingxoxo ezibukhoma, imithombo yezokuxhumana kanye nezinkundla zomphakathi zangaphakathi. Kumele silandelele lokhu kusebenzisana futhi sigcine ulwazi olwenzelwe wena kuzo zonke lezo ziteshi ezahlukahlukene.

Ukuhlukaniswa kwezithameli kudlulela ngaphezu kwenani labantu. Ibheka izisusa zomthengi nezimo. Kubheka ukuthi bafuna ini ukuze ubanikeze abakufunayo. Kuyisihluthulelo sokukhula namuhla.

Ngakho ake sikhule.

UCABANGANI?

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