Ukucatshangelwa okungu-4 kokukhulisa imikhankaso ekhokhelwayo ye-Facebook

Ukukhangisa kwe-Facebook

"Abakhangisi abangama-97% bakhethe i- [Facebook] njengendawo yabo yezokuxhumana esetshenziswa kakhulu futhi esebenziseka kakhulu."

Ukuhluma Komphakathi

Ngokungangabazeki, i-Facebook iyithuluzi elinamandla labathengisi bedijithali. Ngaphandle kwamaphoyinti wedatha angaphakamisa ukuthi ipulatifomu igcwele ngokweqile ngokuncintisana, kunethuba eliningi lemikhiqizo yezimboni nosayizi abahlukahlukene ukungena emhlabeni wokukhangisa okukhokhelwayo kwe-Facebook. Okusemqoka, nokho, ukuthi ufunde ukuthi imaphi amaqhinga azohambisa inaliti futhi aholele empumelelweni. 

Ngemuva kwakho konke, kunethuba elanele lemikhankaso yezokuxhumana yokushayela imiphumela yokulinganisa. Ngokusho kwalokhu okungenhla Ukuhluma Komphakathi ukutadisha, ukuxhumana nomphakathi kungumthombo omkhulu wokukhuthazwa kokuthengwa kwabathengi nge I-37% yabathengi ethola ugqozi lokuthenga ngesiteshi. Noma amakhasimende asekuqaliseni kohambo lwawo lokuthenga noma acabangisisa ngokuthenga noma isenzo, musa ukwehlisa izindlela eziningi ezakhokhelwa umphakathi ezingaba nomthelela emiphumeleni yangempela.

Enye inkampani ethole impumelelo kule ndawo yi Readers.com, umthengisi ohamba phambili we-inthanethi wezibuko zokufunda ezingaphezulu kwekhawunta. Ngemuva kokubeka phambili imikhankaso ekhokhelwayo ye-Facebook nokusebenzisa inqubo yokuhlola iterative, lo mkhiqizo ukwazile ukukhulisa ukukhula kwemali engenayo futhi waheha ukuthutheleka kwamakhasimende amasha.

Lo mhlahlandlela kuhloswe ngawo ukuncika empumelelweni ye-Readers.com kanye nokunye okufundwayo ukusiza imikhiqizo ekuthumeleni imikhankaso ye-Facebook ezoguqula ibe yinani lebhizinisi elibonakalayo. 

Qhubeka ngokuhlola ukuhlolwa kwe-A / B

Elinye lamaphutha amakhulu umthengisi wezenhlalo angawenza lapho ebhekene nemikhankaso ekhokhelwayo ye-Facebook ukucabanga ukuthi ikhiyiwe ngenxa yempumelelo yangaphambilini epulatifomu. Isimo sezenhlalo esikhokhelwayo siguquka njalo, ngenxa yezinguquko ezivamile ezicini zepulatifomu, izinqubomgomo, ukuncintisana, nemikhuba yabathengi. Imithetho ye-entropy iyadlala, ngakho-ke kubalulekile ukuthi usebenzise njalo imibono emisha yomkhankaso futhi uvivinye imibono yezinye izindlela, nayo. Njengabakhangisi, kufanele sihlale sikungabaza ukucabanga kwethu futhi sifune izinguquko ezinomthelela omkhulu ukukhulisa imiphumela. Qaphela ukuthi ungazikhombisi ngokweqile ekuhlolweni kokudala noma kunjalo; ngenkathi kumnandi, sithole ukukhomba nokunikela ngokuhluka kaningi kuyizindawo eziphakeme zokusizakala. Isikhangiso nekhophi eyakhiwe kahle engaqondisiwe kahle izokulalela ezindlebeni ezingezwa futhi ikhawulele okufundwayo okungenzeka kube khona.

Isibonelo esisodwa esihle sivela ku-Bing, onenzuzo yakhe ngokusesha ngakunye kukhuphuke amaphesenti ayi-10 kuya kumaphesenti angama-25 unyaka ngamunye ngenxa yokuhlolwa kwe-A / B, isifundo esivela I-Harvard Business Review itholakele. Inani lempumelelo elingaqhamuka entweni elula njengokuhlola liyamangaza kakhulu ukuthi ungalisebenzisi. Kalula nje, ukuhlolwa kwejubane eliphezulu kuhumusha kumjikelezo wokufunda osheshayo nesikhathi esisheshayo se-ROI.

Ngaphezu kwalokho, njengoba kushiwo ngaphambili, ukuhlolwa akukhona nje ukuthola imibono emisha esebenzayo. Kumayelana nezwe eliguqukayo. Izidingo zamakhasimende zizoshintsha, abantu abasha bazowela kubantu ababhekiswe kubo, i-Facebook izosebenzisa izinguquko ezintsha ezingaba nomthelela omkhulu.

Futhi kwesinye isikhathi, kungaba nemiphumela emangazayo. Kungaphonsela inselelo nokucabanga komthengisi ngesihloko esithile.

Uma kwenzeka kuba Readers.com, okwakuyizimpawu nemifanekiso yabo eyayincike kakhulu kwizizinda ezinombala okhanyayo, kwakushaqisa lapho ukuhlolwa kwe-Facebook A / B kuveza ukuthi amakhasimende akhangwa kakhulu futhi ngaleyo ndlela ahlanganyela kakhulu nesithombe esingemuva laso simnyama ngokweqile. Yize ekuqaleni bekucatshangwa ukuthi kwenzeke ngengozi, ukuhlolwa okuqhubekayo kutholile ukuthi abathengi bakhangwe kakhulu kulesi sithombe. Ekugcineni, lokhu kuholele lo mkhiqizo ukwethula ukubonakala okufanayo emikhankasweni yesikhathi esizayo nakwezinye iziteshi, eziqhubeke nokwenza kahle impela.

Isikhangiso sabafundi beFacebook

Hlakulela ubudlelwano obenziwe ngezifiso, i-Omnichannel nabathengi

Isihluthulelo sempumelelo yokukhangisa ye-Facebook akukhona nje ukuchitha kanye nezindlela; yakha ubudlelwano obuqondile nobuso obuqondile namakhasimende angaba khona nalawo akhona. Abakhangisi ababucayi batshale imali kulobu budlelwane obenzelwe wena ukushayela ubuqotho besikhathi eside. Ngeke nje kuphela laba bakhangisi bavune izinzuzo zama-CPA angcono, kepha ngokunokwenzeka bazoklonyeliswa ngomphumela womsila omude ozuzisa uphawu ngomlomo nangomsebenzi wokudlulisela.

Okuholela ephuzwini elibalulekile: akukho lutho emhlabeni wokukhangisa olukhona esiseleni. Amakhasimende awabheki umhlaba ngokusebenzisa i-lens yomthengisi 'yeziteshi'. Imikhankaso yeFacebook nayo ihlukile. Amaqembu wokumaketha womkhiqizo nokusebenza kufanele asebenze endaweni yokukhiya ukudala ulwazi lomkhiqizo oluhambisanayo nolomuntu kuwo wonke amapulatifomu. Labo abakuqonda lokhu bazothola impumelelo enkulu emizamweni yabo.

Ngaphezu kwalokho, kunezindlela eziningi zabakhangisi zokuhlanganisa ukwenza ngezifiso emizamweni yabo. Isibonelo, izikhangiso ezinamandla kuyisu elihle lokusebenzisa, ngoba kuvumela ama-brand ukuthi akhe isifanekiso esiyisisekelo esizodonsa kumakhathalogi womkhiqizo akhona. Lokhu kwenza ukwenza kube ngokwakho kube lula ngokungenamkhawulo njengoba amaqembu engeke adale inqwaba yezikhangiso ngazinye. Sebenzisa amandla nobuhle be-algorithm yokufunda ngomshini ye-Facebook ukuze isebenze ngobuchule hhayi kanzima. Ngokwengeziwe, iqinisekisa ukuthi izikhangiso zizohambisana kangcono nezintshisekelo noma izidingo zomuntu, njengoba i-Facebook izokwazi ukufaka ngokunamandla imikhiqizo noma izinsizakalo abasebenzisi abazikhombise ngokusobala nangokusobala ukuthi bayazithanda.

Ukuphendula kwekhasi le-Facebook

Sebenzisa ividiyo egxile ekusebenzeni

Kudala, izikhangiso zedijithali zazimayelana nezithombe ezimile. Kodwa-ke, njengezinto eziningi eziku-inthanethi, indlela esidla ngayo izikhangiso iguquke kakhulu eminyakeni yamuva, ikakhulukazi ku-Facebook. Ngokuvumelana ne I-Hootsuite, chitha ekukhangiseni kwamavidiyo omphakathi ukuxhuma ngamaphesenti ayi-130 kusuka ku-2016 kuya ku-2017. Leyo nombolo iyaqhubeka nokwanda. Abathengi abasenantshisekelo ezikhangisweni ezimile ezisuselwa ezindabeni ezake zalawula ipulatifomu, becela lo mbuzo: ingabe amaqembu wokumaketha akulungele ukusebenzisa ubuciko bokuzibandakanya nokwenza izikhangiso ezikhangisweni zabo?

Ukukhangisa kwe-Facebook - Readers.com

Ngenkathi lezi zikhangiso zingadinga umzamo owengeziwe, zikhiqiza imiphumela emihle. Abagcini ngokunikeza abathengi ulwazi oluningi, kepha futhi banikeza abakhangisi ithuba lokudala izikhangiso ezihlukile ngempela. Ngenhlanhla, kunezinketho eziningi ongakhetha kuzo. Akukona nje kuphela ukuthi izikhangiso ezinamandla zokuphakelwa komkhiqizo ziyisibonelo esihle sevidiyo egxile ekusebenzeni, njengoba kushiwo ngaphambili, kepha ividiyo yefomu elifushane, ama-GIF ama-animated, amafomethi wezindaba, kanye nezikhangiso ze-carousel konke kuyizindlela ezinhle kakhulu ongazicabangela nazo. Abathengi baphendula kahle kulezi zikhangiso ezenziwe zaba ngezakho nezihehayo, ekugcineni ezisebenza njengendiza enamandla.

Ingabe amalungu eqembu lakho Lokumaketha noma ozakwethu benkampani yangaphandle balinganiswe kahle ukwenza ividiyo ngokungaguquguquki? Izixazululo zevidiyo eziphumelelayo akudingeki zibandakanye izabelomali ezinkulu zokukhiqiza; sithole impumelelo elinganayo ezimeni ezithile sihlola okwenziwe ngamavidiyo we-DIY guerilla. Awuqinisekile ukuthi uzoqala kuphi? Abantu eMetric Digital bahlanganise insiza enkulu ebizwa ngokuthi I-Ad Creative Bank yakhiwa izikhangiso zomphakathi ezikhokhelwe kakhulu ezikhuthazayo. Akunandaba ukuthi iyiphi indlela yevidiyo ethathiwe, ukuxazulula lawa mafomethi ashukumisayo kuyisidingo sokuwina ngenani lomphakathi elikhokhelwayo.

Qinisekisa Izinsizakusebenza Ezanele Zamaqembu Ezokuxhumana

Imikhankaso ye-Facebook iyisilo, ngokungangabazeki. Kungakho kubaluleke kakhulu ukuthi ama-brand alungiselele ngokwanele amaqembu abo futhi abanikeze izinsiza ezidingekayo zokuthola impumelelo. Ngokuphambene nalokho, amaqembu athwele ubunzima bezinsizakusebenza angathola ukuthi alahlekelwa ngumfutho womkhankaso, ongawavimba ekufinyeleleni ezinhlosweni ezibucayi ebezizofinyelelwa ngenye indlela.

Ukuzibandakanya kungumphumela owodwa wokuthi amaqembu awahlali elungiselelwe njalo. Uma ucabanga ngomthelela omkhulu we-Facebook Izinyathelo Zokufaneleka Kwesikhangiso ukusebenza, kubaluleke kakhulu ukuthi amaqembu alungele ukuphendula impendulo yamakhasimende ngesikhathi esifanele, okungasho ukusebenza amahora angajwayelekile noma ukusebenza namaqembu ezinsizakalo zamakhasimende ukunciphisa izingqinamba. Lezi zinsizakusebenza kufanele zihlale zisebenza njengezinkhulumomphendvulwano ezimbili ezisebenza njengobufakazi bezenhlalo kanye nomfutho omuhle. Ngokwengeziwe, cabanga ngokucophelela ukuthi ukukalwa komphakathi okukhokhelwe kungaba namuphi umthelela kuzidingo zakho ze-headcount kanye nesabelomali ngokufanele.

Enye insiza ezobhekwa yingqalasizinda ehlanzekile yedatha nokulandela umkhondo. Ngeshwa, uma kungenziwanga kahle, ukubika kungahle kube kungalungile, ngoba idatha engalungile noma enomsindo izosibekela noma idukise imiphumela. Ngakho-ke, kubalulekile ukusebenzisana nethimba lakho ukuqinisekisa ukuthi kusungulwa indlela yokwethula nethembekile. Ngaphezu kwalokho, amaqembu kufanele aqinisekise amathegi anembile nokusethwa ukuze imibono emisha ihlolwe futhi ikalwe. Ungaphuthelwa yithuba lokuphumelela ngokwethula imikhankaso ungaboni nokuthi ulayishe ngaphambili izinsiza ezidingekayo. Iphutha ohlangothini lokuqapha futhi ulandelele noma ikuphi kanye nakho konke ukuxhumana okungahle kungahambelani nebhizinisi lakho. Ukuqoqa idatha eningi kunalokho okudingekayo kuyathethelelwa, kepha kaningi amaqembu abona ukuthi akhohliwe ukulandela iphuzu lokuxhumana elibucayi noma ama-KPI futhi ashiye efisa ukuthi angabuyisa izandla zesikhathi ukuze aqophe le datha.

Ukwakhiwa kweqembu kungenye into ebalulekile emikhankasweni yomphakathi ekhokhelwayo. Uma ukhetha ukufaka isicelo se-ejensi yangaphandle, ama-brand kufanele acabangele ngokucophelela izinketho zawo. Isikhathi esidlule yisikhathi sokusebenza nedlanzana lama-ejensi anezandla eziteshini eziningi ezahlukahlukene. Esikhundleni salokho, ama-brand kufanele akhombe izindawo lapho angasebenzisa khona usizo oluningi futhi acele umthengisi ovela eceleni ongumholi ku-niche yakhe ethile. Ngokutshala imali kuma-ejensi angongoti esizindeni sabo esithile kungaba umehluko omkhulu.

Ngenkathi iFacebook yake yaba yisikhala esimnandi sokuxhuma abafundi basekolishi, manje sekuwumthombo oholayo wemali, ukutholwa kwamakhasimende, kanye nokwazisa ngomkhiqizo ezinkampanini eziningi. Ngokuqhubeka nokufaka ukuhlolwa kwe-A / B, ukuhlakulela ubudlelwano obuqondene nomuntu namakhasimende kuziteshi ezahlukahlukene, ukusebenzisa ividiyo egxile ekusebenzeni, nasekuqinisekiseni ukuthi amaqembu asethelwe impumelelo, imikhiqizo izothola i-Facebook iyithuluzi lokumaketha elinomthelela.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.