Social Media MarketingUkukhangisa OkuqukethweUbuchwepheshe obuqhamukayo

Abagqugquzeli Be-B2B Bayanda: Kusho Ukuthini Lokhu Ngemikhiqizo Nekusasa Lokumaketha kwe-B2B?

Njengabathengi, sijwayelene nebhizinisi kuya kumthengi (B2C) imikhankaso yokuthengisa enethonya. Kule minyaka eyishumi edlule, ukumaketha kwe-influencer kuguqule indlela amabhrendi abandakanya ngayo abathengi, okuhlinzeka ngendlela yokuqwashisa nokukhuthaza ukuthengwa kwezethameli ezinkulu, neziqondiswe kakhulu. Kodwa muva nje kunebhizinisi-kuya-ibhizinisi (B2B) izinkampani zabona ukubaluleka komnotho wabadali, futhi ukuzibandakanya kwabo nabathonya kuqala ukukhula.

U-73% wabakhangisi be-B2B ucaphuna intshisekelo eyengeziwe yokuphishekela izinhlelo zokumaketha zabanamandla ezinyangeni eziyi-12 ezedlule, futhi u-80% uthi balindele ukuthi inzalo iqhubeke nokukhula onyakeni olandelayo.

I-TopRank Marketing

Akungabazeki ukuthi abagqugquzeli be-B2B bakhula ngokushesha ekudumeni, futhi inani labo liyaqhubeka nokuphindaphindeka ngosuku. Ake sixoxe ngokuthi kungani bezuza amandla, izinselelo eziza nokusebenzisa umkhankaso, nokuthi ikusasa lokumaketha kwabathonya be-B2B likuphatheleni.

Ukuthepha Empumelelweni Ebonwe Ku-B2C

Ukusetshenziswa kokukhangisa kwe-influencer esikhaleni se-B2C kwenyuke kakhulu ngenxa yezinga eliphezulu lokwethembana kwabathengi abadali abakwazi ukukusungula nezithameli zabo. Ngenxa yokuthi abadali bavame ukwabelana ngemikhiqizo ehambisana nemikhiqizo yabo siqu, ukunyuswa kwabo kungazwakala kuyiqiniso kakhulu uma kuqhathaniswa nalokho uhlobo olukushoyo mayelana nalo. Lo mphumela ofanayo ubonwa kubagqugquzeli be-B2B. 

Njengoba nje kusesikhaleni se-B2C, ukwakha ubudlelwano obuqinile, besikhathi eside nababukeli babo kuyinto ehamba phambili emabhizinisini e-B2B. Ngokuvamile, lezi zinhloso zihlanganisa abaphathi abakhulu abathatha izinqumo ezinkampanini ezizoba khona. Nakuba, ngokungafani nabathengi, amabhizinisi cishe azothatha isikhathi sawo ekucabangeleni ukuthengwa kwebhizinisi, ngakho ukugcina izingxoxo isikhathi eside kubalulekile ekukhiqizeni ukuthengisa esikhathini esizayo. Futhi ngenxa yokuthi amabhizinisi avame ukukhetha ochwepheshe bemboni noma abaholi abacabangayo njengengxenye yemikhankaso yabo yabagqugquzeli, izethameli eziqondiswe kubo zivame ukuqiniseka ukuthi umkhiqizo noma isevisi ekhangiswa kubo uyigugu futhi maningi amathuba okuthi balandele ngokuthenga.

Ukwengeza, okufana nokukhuphuka kwama-nano- kanye nama-micro-influencers endaweni yabathengi, izethameli ezincane, ze-niche ze-B2B eziningi zingakhethwa kunebhizinisi kuzithameli eziningi ezingabalulekile kangako. Empeleni:

I-TopRank ithole ukuthi ama-87% emikhiqizo ye-B2B abheka izethameli ezifanele njengezinto okufanele zibe nazo lapho kuhlonzwa abathonya.

I-TopRank Marketing

Njengoba abagqugquzeli be-B2B bevame ukugxila ekumeni okuqondile, noma ngabe ukuthengisa, fintech, noma IT, ukubala abambalwa, beza nale nkundla yezokuxhumana ekhethiwe kulandela ukuthi amabhizinisi ayifunayo. 

Izinselelo Ze-B2B Influencer Marketing 

Ukusebenzisa amathonya njengengxenye yamasu okuthengisa e-B2B kungaveza imiphumela emihle kakhulu. Kepha kunezinselelo eziza nokwenza i-B2B influencer marketing ngendlela efanele. 

Njengoba sekushiwo, abagqugquzeli be-B2B bavame ukusebenza ngokukhethekile emkhakheni othile. Ukwenza ucwaningo lwenkuthalo ukuze kuqinisekiswe ukuthi abagqugquzeli abahambisani nje nenhloso yomkhiqizo futhi banezithameli eziqondiwe ezifanayo kodwa baqonde umkhiqizo noma isevisi abazoyiphromotha, kungathatha isikhathi esibalulekile nezisetshenziswa zenkampani. Phezu kwalokhu, ukuhlola ukulandela komgqugquzeli ukuze kuqinisekiswe ukuthi izethameli zabo zisemthethweni kungomunye umsebenzi onzima. Kuyo yonke inkundla yezokuxhumana, ama-akhawunti angase angasebenzi noma abe nomkhonyovu (ama-bot, amaphrofayili mbumbulu, njll.), ngakho-ke kubalulekile ukuthi abagqugquzeli bahlolwe ukuze babe nabalandeli bangempela. 

Ukuxhumana ngokwanele nabagqugquzeli be-B2B nakho kungaba nzima emabhizinisini. Ukuthola ibhalansi elungile phakathi kwemilayezo yomuntu siqu kanye nokubeka izinto obala uma kuziwa ekukhokheni, imigqa yesikhathi, nokulindelwe kokuqukethwe kubalulekile empumelelweni yokuthola ubambiswano lwabagqugquzeli.

Eziningi zalezi zinselelo zingaxazululwa ngokusebenzisa amandla i-influencer marketing technology ukusiza ukuphatha imikhankaso yokumaketha yabathonya. I-Artificial intelligence (AI) nokufunda ngomshini (ML) kukhona izinkundla ezingavumela amabhizinisi ukuthi enze kahle inqubo yokufinyelela, ahlaziye ama-akhawunti wabathonya (okuhlanganisa amanani okuzibandakanya, okuvelayo, amamethrikhi okukhula, nemininingwane yezethameli), futhi aqaphe ukuqhubeka komkhankaso.

Ikusasa Le-B2B Creator Economy

Noma ngokukhula okusheshayo kwabagqugquzeli be-B2B selokhu kwaqala lolu bhubhane, imikhankaso ye-B2B influencer isabala ingxenye encane yezindleko eziphelele zokumaketha. Inombolo yemikhiqizo ye-B2B engena emnothweni wabadali izoqhubeka nokukhula eminyakeni embalwa ezayo. Ngalokhu, sizobona nenani lalabo abazikhomba njengabaphehli be-B2B likhuphuka, kwakheka ichibi eliminyene labathonya be-B2B esilibona njengamanje esikhaleni se-B2C. 

Abagqugquzeli babasebenzi, okungukuthi, abasebenzi abathuthukisa imikhiqizo noma amasevisi enkampani yabo, kuzoba enye inkambiso ehlala ithola ukuduma. Izisebenzi ezisebenza njengabagqugquzeli ziyimithombo ethenjwayo yolwazi lwezithameli eziqondiwe futhi futhi zakha izithombe zomkhiqizo ezinhle, ezingase zisize ngisho nasezinhlelweni zokuqasha.

Okokugcina, i-B2B influencer marketing inamandla okuba ingahlelekile futhi ihlobane kakhulu ngokuya phambili. Abaningi bangase bacabange ngokuthunyelwe okude, okuhlelekile kwe-LinkedIn okuchaza izinzuzo zesofthiwe noma isevisi yobungcweti lapho becabanga ngethonya le-B2B. Kepha maduze nje, amabhizinisi amaningi azosebenzisa amahlaya, okuqukethwe okufushane okufana ne-TikTok noma i-Instagram Reels, kanye nama-memes ukwenza umthelela othe xaxa kuzithameli eziqondiwe, ezibandakanya nazo ezingeni lomuntu siqu.

Isikhala se-B2B influencer sisesisha futhi kuningi okungakaqinisekwa ukuthi sizovela kanjani. Nokho, into eyodwa eqinisekile ukuthi ilapha ukuhlala.

Alexander Frolov

U-Alexander uyi-CEO futhi ungumsunguli we-HypeAuditor. U-Alex ubonwe kaningi Ohlwini Lwabadlali Bemboni Abangu-50 Abakhulu Ngokwe-Talking Influence ngomsebenzi wakhe wokwenza ngcono ukubonakala ngaphakathi embonini yezokukhangisa enomthelela. U-Alex uhola phambili ekwenzeni okusobala ngaphakathi embonini futhi wasungula uhlelo olusezingeni eliphakeme kakhulu lokuthola ukukhwabanisa olususelwa ku-AI ukusetha indinganiso yokwenza ukumaketha komthelela kube nobulungiswa, okusobala, nokusebenza ngempumelelo.

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