Ukukhangisa OkuqukethweUkunika Amandla Ukuthengisa

Okuqukethwe Okungenwe ngaphakathi: Isango Lakho Lokuhola Okuhle kwe-B2B!

Okuqukethwe okufakwe ku-Gated kusho umkhuba wokudinga ukuthi abasebenzisi banikeze ulwazi lwabo lokuxhumana noma bagcwalise isenzo esithile (isb, ukugcwalisa ifomu) ukuze uthole ukufinyelela kokuqukethwe okubalulekile, okufana nama-ebooks, amaphepha amhlophe, ama-webinars, noma izibonelo zezifundo. Leli iqhinga elidumile e B2B isizukulwane esiholayo njengoba kusiza amabhizinisi ukuthi aqoqe ulwazi lwamakhasimende angaba khona ukuze akhulise nemizamo yokuthengisa esikhathini esizayo. Okuqukethwe kwesango kunobuhle nokubi:

I-Gated Content Pros

  • Ikhiqiza imikhondo yekhwalithi ephezulu: Okuqukethwe okufakwe esangweni kungasiza ekuhlungeni amathemba angenantshisekelo noma angafaneleki, njengoba yilabo kuphela abanentshisekelo yangempela yokuqukethwe abazovuma ukunikeza imininingwane yabo yokuxhumana.
  • Yakha uhlu lwama-imeyili oluqondisiwe: Ngokufaka i-gating okuqukethwe, amabhizinisi angaqoqa amakheli e-imeyili emikhondo engaba khona emikhankasweni yokumaketha ye-imeyili eqondisiwe, engasebenza ngempumelelo kakhulu ekukhuliseni umkhondo kanye nokuguqulwa kokushayela.
  • Inyusa inani elibonakalayo: Okuqukethwe okudinga umzamo wokufinyelela (isb, ukuhlinzeka ngolwazi lokuxhumana) kungathathwa njengokubaluleke kakhulu, okuholela ekubandakanyekeni okuphezulu kanye nokubonakala okuqinile komkhiqizo.
  • Inika amandla ukuhlukaniswa kokuqukethwe: Ngokuhlinzeka ngezinhlobo ezihlukene zokuqukethwe okufakwe amasango, amabhizinisi angahlukanisa izethameli zawo ngokusekelwe ezintweni azithandayo, okuvumela imizamo yokuthengisa yomuntu siqu eyengeziwe.
  • Ihlinzeka ngokulinganisa RIO: Okuqukethwe kwesango kuvumela amabhizinisi ukuthi alandelele inani lemikhondo ekhiqiziwe, okubenza bakwazi ukukala ukusebenza kwemizamo yabo yokuthengisa okuqukethwe futhi balungise amasu abo ngokufanele.

I-Gated Content Cons

  • Kungase kuthene amandla abanye abasebenzisi: Abanye abangaba abaholayo bangase basuswe isidingo sokuhlinzeka ngolwazi lomuntu siqu, futhi ngenxa yalokho, bangase bangazibandakanyi nokuqukethwe.
  • Imikhawulo yokuqukethwe ifinyelela: Ngokufaka isango okuqukethwe, amabhizinisi ngokwemvelo akhawulela ukubonakala kwawo kanye namandla okwabelana, okunganciphisa ukuqwashisa komkhiqizo jikelele futhi kunciphise amathuba okuheha abahola abasha ngokwemvelo.
  • Yehlisa ukulungiselelwa kwenjini yokusesha (SEO) izinzuzo: Okuqukethwe kwesango kungaba nomthelela omubi ku-SEO ngoba izinjini zokusesha azikwazi ukukhasa futhi zikhombe okuqukethwe ngemuva kwesango, kunciphise amandla ako okulinganisa emiphumeleni yosesho.
  • Ukutshalwa kwezimali kwesikhathi nezinsiza: Ukudala okuqukethwe okunesango eliphezulu kudinga isikhathi esibalulekile nezisetshenziswa, okungenzeka zingakhiqizi i-ROI efiselekayo njalo.
  • Kungase kuholele emithonjeni yekhwalithi ephansi: Abanye abasebenzisi bangase banikeze ulwazi olungamanga noma basebenzise amakheli e-imeyili alahlwayo ukuze bafinyelele okuqukethwe okunesango, okuholela ekuholeni kwekhwalithi ephansi kanye nedatha engase igwebe.

Ukuqonda ukubaluleka kokuqukethwe okufakwe isango kubalulekile kumabhizinisi e-B2B, njengoba le mpahla enamandla ingaba nomthelela omkhulu kukhwalithi yokukhiqiza okuholayo. Ngenxa yalokho, sinikele lesi sihloko ekuhloleni ukungena nokuphuma kokuqukethwe okunesango, sibonisa amandla ako okuguqula amasu okukhiqiza okuholayo kwe-B2B.

Ama-80% wezimpahla zokumaketha ze-B2B zibiyelwe; njengoba okuqukethwe okunamasango kungamasu ezinkampanini ezihola phambili ze-B2B. 

HubSpot

Okuqukethwe okufakwe kusango, okuyingxenye ebalulekile yokuthengisa kwangaphakathi, kunikezwa mahhala uma kuhwebelana ngolwazi lomsebenzisi. Inhloso yayo eyinhloko ukukhiqiza imikhondo ngokukhuthaza abasebenzisi ukuthi bagcwalise ifomu ngaphambi kokufinyelela okuqukethwe okubalulekile. Umsebenzisi ozimisele ukunikeza ulwazi lwakhe ukuze athole impahla angase abe ukuhola kwekhwalithi ephezulu.

Okuqukethwe okufakwe ku-Gated kwenza amabhizinisi athole ukuqonda okujulile ngamakhasimende awo kanye nezivakashi zewebhusayithi. Kodwa-ke, futhi inezihibe, njengezinzuzo ezilinganiselwe ze-SEO, ukulahleka okungaba khona kwamathemba, ukubonakala okuncishisiwe komkhiqizo, ukubukwa kwamakhasi okumbalwa, kanye nokwehla kwethrafikhi.

Ukwandisa izinzuzo zokuqukethwe okufakwe isango ngenkathi unciphisa ubungozi, kusebenzise ngokuhambisana namanye amasu okuthengisa. Okuqukethwe okufakwe esangweni kungasebenza kahle kakhulu ekuthwebuleni abaphambili bekhwalithi ephezulu uma abasebenzisi benentshisekelo yangempela kumkhiqizo wakho noma bedinga amasevisi akho.

Kunezinhlobo ezahlukahlukene zokuqukethwe okunamasango ongakwazi ukukusebenzisa kuwebhusayithi yakho ukuze uhehe abaphambili bekhwalithi. Amanye amafomu aphumelela kakhulu ahlanganisa:

  1. Ama-Ebooks: Inketho edumile phakathi kwabasebenzisi, ama-ebook ahlinzeka ngolwazi olujulile ngesihloko esithile. Le mihlahlandlela ingasiza ekwakheni ukuqwashisa ngomkhiqizo negunya, iyenze ibe inketho enhle kakhulu yokuqukethwe okufakwe amasango.
  2. Amaphepha amhlophe: Olunye uhlobo olusetshenziswa kakhulu lokuqukethwe okunamasango, amaphepha amhlophe anikeza ulwazi olubanzi nolugunyaziwe ngesihloko esinikeziwe. Bayimithombo ethembekile yokuqukethwe engasiza ukusungula umkhiqizo wakho njengomholi womcabango. Ukuthola amaphepha amhlophe kungaheha abaholi bekhwalithi ephezulu abathemba ubuchwepheshe bakho futhi bazise imininingwane yakho.
  3. webinars: Ama-Webinars anikeza ulwazi olusebenzisanayo noluhehayo ezivakashini ezizimisele ukubamba iqhaza futhi zixhumane nomkhiqizo wakho. Lolu hlobo lokuqukethwe okunamasango lukhuthaza ukwethembana nobudlelwano besikhathi eside, kanti futhi luhlinzeka ngamathuba okukhulisa abaholi ababhalisela i-webinar.
  4. Case Case: Ibonisa impumelelo yomkhiqizo wakho kanye nenani olinikezile kumakhasimende, izifundo eziyizibonelo ziwuhlobo olusebenzayo lokuqukethwe okunesango. Bangaheha abaholi abanentshisekelo yokufunda mayelana nezinto ozifezile kanye nemiphumela ebonakalayo oyilethayo.
  5. Imibiko Yemboni: Ukuhlaziya okujulile kanye nemininingwane eqhutshwa yidatha ezimbonini ezithile kungaba wusizo kakhulu kubahola abangaba khona. Ngokunikeza ukufinyelela okukhethekile kumibiko yemboni, ungaheha abaqondisi abanentshisekelo yangempela emkhakheni wakho kanye nolwazi olunikezayo.

Lapho usebenzisa okuqukethwe okunesango, cabangela ngokucophelela ukuthi yiziphi izinhlobo ezifanela kakhulu izethameli zakho ozihlosile kanye namasu okumaketha jikelele. Le ndlela ingakusiza ukuthi uthwebule abaholi bekhwalithi ephezulu abanentshisekelo yangempela kumkhiqizo wakho nasezinsizeni ozinikezayo.

Imikhuba Engcono Kakhulu Yokuqukethwe Okufakwe Isango

Ukuqinisekisa ukuthi okuqukethwe kwesango kusebenza ngempumelelo ekukhiqizeni okuphambili kwe-B2B, cabanga ukusebenzisa izinqubo ezihamba phambili ezilandelayo:

  1. Nikeza ngokuqukethwe kwekhwalithi ephezulu: Okuqukethwe okunikezayo kufanele kube yigugu futhi kuhambisane nezithameli zakho ozihlosile. Okuqukethwe kwekhwalithi ephezulu kukhuthaza abasebenzisi ukuthi banikeze imininingwane yabo yokuxhumana futhi kusiza ukusungula umkhiqizo wakho njengomholi womcabango embonini yakho.
  2. Gcina amafomu emafushane futhi elula: Yehlisa inani lezinkambu ezidingekayo kumafomu akho okubhalisa. Cela ulwazi olubalulekile kuphela (isb, igama, ikheli le-imeyili, igama lenkampani) ukuze unciphise ukungezwani futhi wandise amathuba okuba abasebenzisi bagcwalise ifomu.
  3. Sebenzisa iphrofayili eqhubekayo: Esikhundleni sokucela lonke ulwazi ngesikhathi esisodwa, sebenzisa iphrofayili eqhubekayo ukuze uqoqe ulwazi olwengeziwe ngokuhamba kwesikhathi njengoba abasebenzisi bezibandakanya nokuqukethwe okunamasango amaningi. Le ndlela isiza ekunciphiseni ukulahlwa kwefomu futhi inikeza ulwazi olungcono lomsebenzisi.
  4. Nikeza isiphakamiso senani esicacile: Xhumana ngokusobala ngezinzuzo zokufinyelela okuqukethwe kwakho okusesangweni ukuze ukhuthaze abasebenzisi ukuthi banikeze imininingwane yabo yokuxhumana. Sebenzisa izihloko zezindaba ezimfushane namachashazi ukuze ugqamise inani elinikezwa okuqukethwe kwakho.
  5. Okuqukethwe kwesegimenti okususelwe kumuntu womthengi: Hlela okuqukethwe kwakho okunesango kubathengi abahlukene, ucabangela amaphuzu abo ahlukile obuhlungu, izinselele, kanye nezinto abazithandayo. Ngokunikeza okuqukethwe okuhlosiwe, ungakwazi ukubandakanya kangcono abangaba abaholayo futhi unikeze ukuzizwisa komuntu siqu.
  6. Lungiselela amakhasi okubikezela: Dizayina amakhasi okuhlala abukekayo nasebenziseka kalula wokuqukethwe kwakho okusesangweni. Qinisekisa ukuthi ikhasi lilayisha ngokushesha, liyasabela kuselula, futhi linokubizela esenzweni okucacile (Ama-CMA) ukukhulisa ukuguqulwa.
  7. Hlola futhi uphinde: Ngokuqhubekayo hlaziya ukusebenza kokuqukethwe kwakho okunesango ngokuqapha amamethrikhi abalulekile, njengamazinga okuguqulwa, ikhwalithi yokuhola, nokuzibandakanya. Sebenzisa le datha ukuze uthuthukise isu lakho futhi uthuthukise ukusebenza kahle kwemizamo yakho yokuqukethwe okusesangweni.
  8. Yiba sobala mayelana nokusetshenziswa kwedatha: Yisho ngokucacile ukuthi uhlose ukusebenzisa kanjani ulwazi lomuntu siqu lwabasebenzisi futhi uqinisekise ukuthobela imithetho yobumfihlo bedatha (isb, I-GDPR, CCPA). Ukunikeza isixhumanisi senqubomgomo yakho yobumfihlo kungasiza ukwakha ukwethenjwa futhi kwandise amathuba okuba abasebenzisi banikeze ulwazi olunembile.
  9. Ukukhulisa kuholela ngempumelelo: Yiba nesu elihlelwe kahle lokukhulisa umthofu ukuze uzibandakanye nemikhondo ekhiqizwe ngokuqukethwe kwakho okusesangweni. Sebenzisa imikhankaso ye-imeyili eqondisiwe, okuqukethwe komuntu siqu, namathuluzi wokumaketha ezishintshayo ukuze uqondise abaholayo kufaneli yokuthengisa.
  10. Ibhalansi yokuqukethwe kwesango kanye ne-ungated: Nikeza ngenhlanganisela yokuqukethwe okufakwe amasango kanye ne-ungated ukuze ufinyelele izethameli ezibanzi futhi ubhekelele okuthandwa ngabasebenzisi abahlukahlukene. Okuqukethwe okuhlanganisiwe kungasiza ukuthuthukisa ukuqwashisa ngebhrendi kanye ne-SEO, kuyilapho okuqukethwe okusesangweni kungakhiqiza imikhondo yekhwalithi ephezulu yethimba lakho labadayisi.

Ngokulandela lezi zinqubo ezihamba phambili, ungakha isu eliyimpumelelo lokuqukethwe elinesango eliqhuba ngempumelelo isizukulwane esiholayo se-B2B futhi lithuthukise imizamo yakho yokuthengisa yokuqukethwe. Okunikezwayo okuqukethwe kubaluleke kakhulu kulo lonke uhambo lwabathengi. Kubalulekile ukuthi okuqukethwe okuhle kwesango kwenziwe kutholakalele amathuba akho okwakha ubudlelwano kanye nenqubo yokuthuthukisa umthofu.

UMadhavi Vaidya

UMadhavi ungumbhali Wokuqukethwe Okudala onolwazi lweminyaka eyi-8 + embonini ye-B2B. Njengombhali wokuhlangenwe nakho kokuqukethwe, inhloso yakhe ukufaka inani kumabhizinisi ngamakhono akhe wokubhala wokuqukethwe ahlukile. Uhlose ukusungula ibhuloho lezilimi phakathi kwezobuchwepheshe nezamabhizinisi ngothando lwakhe lwegama elibhaliwe. Ngaphandle kokubhala okuqukethwe, uthanda ukupenda nokupheka!

Izihloko ezihlobene Nalesi

Buyela emuva kunkinobho phezulu
Close

I-Adblock itholiwe

Martech Zone iyakwazi ukukunikeza lokhu okuqukethwe ngaphandle kwenkokhiso ngoba senza imali ngesayithi yethu ngemali engenayo yezikhangiso, izixhumanisi ezingaphansi, noxhaso. Singajabula uma ungasusa i-ad blocker yakho njengoba ubuka isayithi lethu.