Umhlahlandlela Wokugcina Wokwakha Isu Lakho Lokumaketha Ngedijithali

Isu Lokukhangisa

Bambalwa kakhulu abakholelwa ukuthi okusebenzayo marketing isu kunganciphisa izindleko zomkhankaso wokumaketha ngo- kuze kufinyelele 70%. Futhi akudingeki ukuthi kubandakanye ongoti. Kulesi sihloko uzofunda ukuthi ungenza kanjani ucwaningo lwemakethe uwedwa, uhlolisise izimbangi zakho bese uthola ukuthi izethameli zifunani ngempela.

Isu elihlakaniphile linganciphisa izindleko zokumaketha kusuka ezigidini eziyizigidi ezi-5 kuye ezigidini ezi-1-2. Lokhu akuyona into ewubukhazikhazi, lokhu kuwumkhuba wethu wesikhathi eside. Nazi izinyathelo ozidingayo ukuze wakhe uhlelo lokumaketha oluqinile: ukwakha uhlaka lwethiyori (ucwaningo lokuhlaziya lufunda, ochwepheshe bemihlangano), ukwakha ikhithi yokumaketha (ukuhlaziywa kwezimakethe kanye nokulalelwa kwezithameli) nokukhetha iziteshi ezisebenzayo zokukhuthaza.

Ukulungela: Yizwa Ivolumu Yemakethe nokuheha kwayo

Ucwaningo lweMakethe luyadingeka ukuhlola ukuncintisana, inzuzo namandla emakethe. Kungenziwa ngemithombo evulekile equkethe ukushicilelwa kwabezindaba kanye nezitatimende zezimali zezinkampani kanye nokukhishwa kwabezindaba okushicilelwe ku-Intanethi. Imvamisa kuthatha amasonto angaphezu kwamabili ukusesha ngohlaka lwethiyori. Ngakho-ke, gcina isikhathi esanele sokukufeza.

Isibonelo, uma uthathe isinqumo sokuqala ibhizinisi lezimbali, njengokuvula isitolo bese unikezela ngezinsizakalo zokulethwa, ungakhetha ukubuyekeza ifayela le- Imbali Yezimbali eNew York City umbiko okhombisa izibalo zezimakethe zomlando kanye nombono eminyakeni embalwa ezayo. Ngaphandle kwalokho, kufanele uvule i-Intanethi ukuze ufunde amandla we-niche ethintekayo edolobheni noma esifundeni sakho. Naka kakhulu amadili wakamuva nokuhlelwa kabusha kwemakethe (njengokuthi, ukuthatha inkampani encane kube kukhulu, ukuphuma ebhizinisini engxenyeni yenkampani engaphezu kweyodwa ngobusuku obubodwa; fresh izimbangi, njll.) kanye nokuhlela kanye nama-athikili ahlobene nesihloko kwimidiya yebhizinisi efana, Izimbali Zesizwe: Liqhutshwa Kanjani Ibhizinisi Lezimbali eNew York City.

Ukuxhumana ubuso nobuso nezazi, ochwepheshe bemihlangano nabathuthukisi bayimithombo ewusizo kakhulu yokuthola imininingwane yebhizinisi.

Obani Ombangi Bakho?

Ukuphendula lo mbuzo kudinga ukubonwa okungaphezulu. Futhi indlela yokubamba yokubamba ingcono kakhulu.

Ake sithi ufuna ukuvula umnikelo wesitolo se-e-e futhi uhambise imicamelo kanye nomatilasi be-ultra-comfort (njengoba isikhathi sokuyeka ukuhlushwa yilokho kugcina sesifikile). Ngokuqinisekile, usuvele uhlolisise isihloko, uhlolisise lonke uhlobo lukamatilasi futhi wabona ukuthi amamodeli we-hybrid anezici ezihamba phambili zamathambo ezihlanganisa iziphethu nokugcwaliswa kwe-foam. Ngamafuphi, umkhiqizo ukhona.

Manje sekuyisikhathi sokuhlola ngokuphelele lokho izimbangi zakho ezikunikezayo nokuthi ungabonakala kanjani. Uma uzohlaziya izimbangi zakho, kuzofanele uchaze izindlela eziqinile zokuhlaziya ezizokwakha ukusesha, zenze kube lula ukuhlola futhi zikusize ukuthi uze ukulungisa iziphetho ngokuya ngemiphumela oyitholile. Isibonelo, esitolo sakho somcamelo nakomatilasi uthathe isinqumo sokuqopha la maqiniso abalulekile alandelayo:

  • Uhlu lwabancintisana nabo. Imakethe ayihambelani. Ngakho-ke, kudinga ukunakekelwa okukhethekile.

Qiniseka ukuthi wazi ngokwanele ngabaholi bemboni yezimpahla zokulala kanye namanethiwekhi ezitolo zamathambo nabadlali bendawo. Ungakhohlwa ngabancintisana nabo abangaqondile, njengezitolo, izitolo ze-e kanye nezindawo lapho kuthengiswa khona izimpahla zokulala. Akudingeki ukuthi uzibheke zonke, ukhethe okufanelekile kakhulu futhi uzifake kuhlu lwakho olufushane.

  • Uhlu lwemikhiqizo (imicamelo, omatilasi, izesekeli, izimpahla ezikhethekile) nekhwalithi yazo.
  • Izigaba zamanani futhi, ngakho-ke, ama-niches ahlala abancintisana nabo.
  • Ukubeka isikhundla kanye ne-USP (yiziphi izinzuzo ezishiwo izimbangi zakho).
  • Ukumaketha kokuqukethwe (okuthunyelwe kuma-blogs ahlukile, ukuthumela ama-imeyili, okushicilelwa ezinkundleni zokuxhumana, kanye nezikhangiso zamavidiyo).

Ungahle udale netafula le-Excel ukugcina bese uqhathanisa imininingwane oyikhothozile. Ngokuya ngohlobo lwemakethe nezinhloso zakho lezi zindlela zizohluka impela kepha zizohlala zihlobene nokuxhumeka kwezici ezintathu - umkhiqizo (i-USP, intengo, ifaneli yokuthengisa), ukumaketha (ukuma, ukuxhumana, okuqukethwe kwebhulogi, i-SMM, i-PR, i-trigger Isu) nezithameli eziqondiwe. Kubalulekile ukukhumbula ukuthi ezimbili zokuqala zihlala zixhunyaniswa nezithameli ezihlosiwe. Ngakho-ke, qaphela njalo ukuthi obangisani bakho umaketha kubani. Mayelana nemakethe yokulala ezwakalayo, uzobona ngokushesha ukuthi inkulumo yokuthengisa umatilasi wekhwalithi ephezulu kwabesilisa nabesifazane abaneminyaka esukela kwengama-20 kuya kwengama-35 yehluka kanjani kunaleyo yokunikeza imiqamelo kwabesifazane abakhulelwe.

Okwesibili, noma yikuphi ukuhlaziywa kufanele kulethe imiphumela. Ngaphandle kwalokho, uma ubhukuda isikhathi eside olwandle lolwazi, ekugcineni ungacwila ngenxa yesiphepho esingalindelekile. Ngakho-ke, sincoma ukuthi usebenzise ezinye izindlela ezilula zokubona ngeso lengqondo imininingwane egcinwe kufayela lakho le-Excel.

Inketho ye-1: Ukwakha umbiko wekhasi elingu-1 kumncintiswano ngamunye noma i-1-pager.

Bekungelona ize ukuthi sisho izindlela zokuhlaziya, njengoba manje sizozidinga kakhulu. Dala isethulo se-1-slide kumqhudelwano ngamunye, ufingqa imininingwane mayelana nomdlali kanye nangendlela ebaluleke kakhulu ngombono wakho.

I-1-pager ayidingi ukunamathela kumthetho wekhasi elingu-1. Inhloso ekugcineni ukuthola ukumelwa okucacile nokulula kolwazi olutholakalayo.

Option 2: Idala imephu yokubeka abadlali

Kunezindlela eziningana ongazithatha. Isibonelo, ungasebenzisa iSifanekiso se-SWOT Competitor Analysis Excel lapho uzochaza khona izinzuzo ezisemqoka zabancintisana nabo, amandla abo nobuthakathaka babo, amathuba nokukhula okungenzeka kube khona. Ukudweba imephu ebukwayo noma i-matrix enezimbazo ze-X ne-Y kuyindlela elula necacile yokubona lokhu. Beka kwelinye lama-axes izethameli (njenge, imakethe enkulu kanye nengxenye ye-premium, abaqalayo kanye nochwepheshe), bese uchaza ngokunye izindlela ezikhona zokuxhumana (okunengqondo ngokuya ngokomzwelo) noma izici zemikhiqizo (njenge, izinga lomkhiqizo ubunzima / ubulula, amathuba engcupheni, ukugxila komphumela noma ukugxila kwikhwalithi, njll.).

Imibandela ingahluka. Kepha kufanele ziphelele futhi zingagudluki, ngakho-ke iziphetho zakho zizolungiswa ngokuyisisekelo. Ngaphandle kwalokho, seluleka ukulandela indlela yakudala yezethameli nokuhlukaniswa kwezici zomkhiqizo.

Wenzani uma untula ulwazi?

Ungakhawuleli ekuhlaziyweni nje kwamawebhusayithi, izindlela zokumaketha, inzuzo kanye nezikweletu ezijwayelekile. Qhubeka ufunde futhi, ngokwesibonelo izinhlelo zokwethembeka. Ukwenza kanjani lokhu? Mayelana nosomabhizinisi bokulala, ungahle ufune amakilabhu wabathandi bokulala, uwajoyine futhi uthole umbono wokuthi bawukhuthaza kanjani umbono wokulala kahle phakathi kwabalaleli babo futhi ubanikeze ukuthenga okuthengiswayo. Uma unentshisekelo, ake sithi, lapho uletha i-sushi, ungathenga kwabanye abadlali bemakethe futhi ufunde ukuthi yiziphi izipesheli zabo, ezifana Landa uhlelo lokusebenza bese uthola isaphulelo or Thenga isethi enkulu ye-sushi bese uthola isiphuzo mahhala, ngaphandle kwemikhankaso yezokuxhumana.

Halala! Manje usuyazi ukuthi ungayisebenzisa kanjani umthengi oyimfihlo sondela ukuthola, okungenani, ngezinto ezimbili:

  1. Isipiliyoni somsebenzisi esincintisana nabo (kufaka phakathi imisebenzi yokuthola ukwethembeka kwamakhasimende) kanye 
  2. Inqubomgomo yabo yamanani nokunikezwa okusesikhathini.

Nasi isibonelo (esivela kokuhlangenwe nakho kwethu) kwendlela yomthengi oyimfihlo esebenza:

  • Ukushintshana okubhekiswe eYurophu kwama-blogger nabakhangisi basiqashele ukwenza ucwaningo olunzulu ngamamodeli ebhizinisi alabo abancintisana nabo e-USA, Great Britain nase-Australia. Ukuhlaziywa okujwayelekile kwamawebhusayithi, izinhlelo zokusebenza, ukushicilelwa kwemidiya, ukubuyisela emuva kanye nokuphawula akuzange kuveze imiphumela oyifunayo ngokomkhiqizo we-b2b wemikhiqizo. Ngakho-ke, sakha isimo seklayenti eliyimfihlo (ukuthi uyini umkhiqizo wethu nezithameli, lokho esikulindele ekusebenzisaneni kwethu nama-blogger, isikhathi nesikhathi kanye nesabelomali) futhi saqala ukuxhumana ngqo nabaphathi be-akhawunti bezingxenyekazi zangaphandle ezithintekayo. Oxhumana nabo bokuqala bakwazi ukuletha imiphumela emihle. Isibonelo, sifunde eminye imininingwane ebingaziwa ngaphambili mayelana nemibandela yokubambisana ebekwe ama-blogger kanye nenqubo yokusebenza uqobo lwayo kanye nenqubomgomo yentengo nezimali ezengeziwe zezindleko zokuthengiselana zomhlaba wonke. Saze sathunyelwa nge-imeyili izethulo zemikhiqizo yabo nokufinyelela kwedemo kuzingxenyekazi. Ingabe ilusizo? Yebo. Ingabe kuyinkimbinkimbi? Akunjalo impela. Kudinga umzamo othile kepha awekho amakhono akhethekile.

Thola Iziteshi Zokunyusa Zomncintiswano

Ukuchaza isiteshi esithuthukiswa kangcono kulula ngamapulatifomu afana ne-SimilarWeb, i-Alexa Internet nezinye izinsizakalo ezifanayo ezinikeza imininingwane kumavolumu wewebhusayithi.

Yini ukunyakaza kwakho? Vakashela i-SimilarWeb.com bese ubheka i-Traffic Share, bese uthola ukuphela kwekhasi le-thankyou / lempumelelo nokunye. Ngokufanayo, singathola, ngokwesibonelo, / inqola / njll. Kuhlala kunendawo yephutha, yebo, kepha noma kunjalo khetha okukodwa.

Yazi Ikhasimende Lakho Elikhonjiwe

Manje njengoba usuthole ukuqaphela ukuthi obani izimbangi zakho, yisikhathi sokwakha ukujwayela izethameli zakho ezihlosiwe.

Ngaphandle kokufunda ngabancintisana nabo, ukuhlaziywa kwemithombo evulekile kusiza ukuqaphela imizwa nezidingo zamanje zezethameli. Naka imibono yomsebenzisi ezinkundleni zokuxhumana, kumawebhusayithi naku-Youtube. Ungasebenzisa i-Google Adwords ukusesha ama-blogger ahambelana nezithameli zakho. Ungakhohlwa ngokubheka njalo izinkundla ezihlobene nesihloko.

Ake sithathe ukuthi izinsizakalo zikanokusho zamazinyo nobuhle zisaphikiswa kakhulu kwi-Intanethi. Ukuhlaziywa okukhulunywe ngenhla kuzokwethula nasemhlabeni izimfuno ezingashiwongo nokwesaba. Ngokucabanga, ufuna ukuvula umtholampilo wamazinyo. Sebenzisa yonke imibono mayelana nomncintiswano wakho. Ngokuya ngezikhalazo zamakhasimende nokuphawula okungekuhle uzothola ukuqaphela ngezisusa ezinomthelela ekukhetheni kwezilaleli zakho. 

Ngaphezu kwalokho, ukuqoqa ndawonye konke ukwesaba kwamakhasimende ukwephula isifiso sabo sokuthenga ungakha isikhundla esihle kakhulu, uqhamuke neziqubulo bese ubhala izindatshana zomdabu zokukhangisa.

Ukuhlukaniswa nokuhlukaniswa kwethagethi

Obani ababhekiswe kuwe? Impendulo enganaki yombuzo iyindlela eqondile yokuhlangabezana nezinkinga zokumaketha nezokuthengisa. Ukuhlukaniswa kwemakethe kufanele kucace ngangokunokwenzeka. Ucwaningo olwenziwe ngokukhethekile (olwenziwa ngamabhizinisi ahlobene nobuchwepheshe, afana ne-Think with Google platform, noma amafemu okubonisana nawo, afana neMcKinsey, Accenture, Pwc, noma izinhlangano zocwaningo, ezifana neNielsen, Gfk), izincwadi zezindaba zebhizinisi kanye nezinkundla, amabhulogi kanye nokuhlaziywa kwemithombo yezokuxhumana kuzosiza ukutholakala kokuthandwa amaklayenti nokuziphatha kwawo ku-inthanethi.

Ngakho-ke, ukuqonda ikhasimende lakho kuzokusiza ukuthi ukhethe isiteshi sokukhuthaza esifanele kanye nohlobo ngqo lokukhangisa. Uma wethule i-e-esitolo enikela ngempahla yengane esanda kuzalwa, iya ngqo ku-Instagram. Omama basebenzisa ukubhalisela ama-blogger adumile futhi balalele umbono wabo. Ngaphandle kwalokho, kuyisiteshi esikhiqizayo ukukhuthaza izimpahla ezinobungani bemvelo, ubuhle, ukuhlanza kanye nezinsizakalo eziletha ukudla, njll. Kepha uma unesitolo esivulekile sezilwane, ungakushayi indiva ukukhangisa kwangaphandle eduze kwamapaki, izinkundla zokudlala izinja nezikhungo zezilwane.

Ungakhohlwa ngenqubomgomo yentengo. Uma uzibeka wena nje njengomhlinzeki wesigaba sezomnotho noma izinsizakalo ze-VIP uzikhawulela ngokwezethameli.

Ukubekwa komkhiqizo noma kwesevisi

Ukuza nesu eliqinile lokuxhumana ngebhizinisi kuyinjongo enkulu yanoma yibaphi abancintisana nabacwaningi bezithameli. Ngamanye amagama, ekugcineni udinga ukuqinisekisa ukuthi ukugqama kwakho, ubambe iso lamakhasimende akho futhi ukhulume ulimi lwawo.

Unolwazi olusha engqondweni unganqikazi ukusebenzisa imephu yezokuxhumana ebonisa okulandelayo:

  1. Umsebenzi wakho / ilitshe lamasu kanye nemisebenzi (ibhizinisi le-KPI).
  2. Inzuzo yakho eyinhloko nesifinyezo esifushane ngenani umkhiqizo noma insizakalo yakho elinikeza amakhasimende ngokungafani nabancintisana nabo.
  3. Chaza izidingo eziqondile nezindawo zobuhlungu zezithameli zakho obhekene nazo (uma unamasegmenti amaningana, kwenze ngayinye yazo).
  4. Ekugcineni, yembula umqondo wokuma kwakho ngamanani, izici zomkhiqizo nezincazelo ezingxenyeni ezithile zakho. Ungakhohlwa ukusho ukuthi kungani amakhasimende kufanele athembe umkhiqizo wakho (isibonelo, unempendulo enhle evela kumakhasimende akho okuqala noma usebenzisana nabalingani abaziwayo).

Amathuluzi Wokuphromotha Okusebenzayo

Uma kuziwa ekukhetheni amathuluzi wokumaketha, kufanele ubhekane nenqwaba yezinketho zombili ku-inthanethi naku-inthanethi. Masikhumbule okuvame kakhulu nokusebenza kwabo.

  1. Ibuyekeza Impendulo - Okokuqala, udinga ukuphendula impendulo yekhasimende ngokushesha okukhulu. Kufanele kukuthathe ngaphansi kosuku ukuphendula kuwebhusayithi futhi cishe imizuzu eyi-10-15 ezinkundleni zokuxhumana. Ukukhuthaza inani lokuphazamiseka kanye nekhwalithi yabo nakho kubaluleke kakhulu. Lapho usebenzisa i-Intanethi ukuthola umkhiqizo noma insizakalo, umsebenzisi uthola izixhumanisi kumawebhusayithi anokuphazamiseka nokucatshangelwa kwamakhasimende ahlukahlukene. Ngemuva kwalokho, ngezinjini zokusesha angafaka umbuzo ukuthola impendulo efanele. Akuyona imfihlo ukuthi kulezi zinsuku izingqinamba ezisetshenziswayo zingalandelelwa futhi zithengwe. Amapulatifomu akhethekile we-Intanethi azothola konke okushiwo yinkampani yakho kuwebhu, alandelele yonke impendulo engemihle futhi akhiqize inombolo edingekayo yokubalulwa. Uma ngibheka ubuchwepheshe bami, ngizoqaphela ukuthi impendulo engemihle nengathathi hlangothi kufanele ibe ngamaphesenti ayi-15 neyi-10, ngokulandelana.
  2. Ukukhuthaza ama-akhawunti ezinkampani ezinkundleni zokuxhumana - Ngaphambi kokuthenga umkhiqizo noma insizakalo iningi lemikhombandlela iya kuwebhusayithi yenkampani noma kwi-akhawunti yezokuxhumana. Okuqukethwe kwekhwalithi ephezulu nokusabela okusheshayo kuyo yonke imibuzo nempendulo kufaka phakathi okungekuhle kukhulisa kakhulu amathuba akho okuguqula kuholele kumakhasimende amasha. Alias, awudingi ukugxila ngokuphelele kumkhiqizo. Izindaba ezimayelana nabasebenzi neziteji ezingemuva nazo zithandwa kakhulu.
  3. Ubuholi Bombono - Ama-Blogger awahlali ebuza imali yokukhangisa okufihliwe. Ungabanikeza umkhiqizo noma insiza yakho ngokushintshisana ngesincomo sobungani. Kusuka enkambisweni, ukuguqulwa kusuka ekukhangisweni okuqondiswe ngqo kungahle kube nokuphakanyiswa okuphindwe kahlanu.
  4. Imikhankaso Yezobudlelwano Nomphakathi - Ngenkathi abantu abaningi bengazange bahlole i-PR njengethuluzi lokukhuthaza inkampani okwamanje, i-PR inethonya eliqondile ku-SEO njengoba amawebhusayithi enza ngcono izikhundla zabo zenjini yokusesha lapho kukhonjiswa ngemithombo egunyazayo. Uqala ukuzuza idumela lochwepheshe; thola izimemo ezingqungqutheleni ezahlukahlukene nemicimbi yephrofayili lapho ungakhangisa futhi nomkhiqizo wakho. Ngaphandle kwalokho, akufanele uliyeke iqiniso lokuthi ukushicilelwa okunamazwana nemibono yakho yobungcweti kudonsela izethameli ezingeziwe futhi kuthuthukisa ukuxhumana.

Kufingqa yonke into phezulu: Uhlu lwakho lokuhlola lwamasu wokumaketha wokwakha

  1. Market Research - Qala ukuhlola imakethe: bheka imithombo evulekile (imidiya ehlobene nesihloko, imibiko, ukukhishwa kwabezindaba kwamabhizinisi) bese uxhumana nochwepheshe abathintekayo.
  2. Ucwaningo Lokuncintisana - Fundisisa izimbangi zakho: chaza izindlela zokuhlaziya nokukhothoza ngazo zonke izindlela nangemithombo yonke etholakalayo. Ngemuva kwalokho, ngezinhlaka ezilula khombisa iziphetho zakho eziyinhloko.
  3. Ucwaningo Lwezilaleli - Yazi izithameli zakho. Umthombo ovulekile nokuqapha imithombo yezokuxhumana kusiza ekwenzeni ukwesaba kwamakhasimende akho, amaphuzu obuhlungu nezimfuno. Uma kungenzeka, xoxa kahle neqembu lakho lokugxila, uma kungenjalo, votela abangane bakho abaseduze.
  4. Izigaba - Ukubeka phansi ingxenye ngqo yezithameli kubalulekile njengokwakha ulwazi. Ilungiswe ucwaningo lwephrofayili yezinkampani ezihlobene nezobuchwepheshe nokubonisana kungasiza ekwakheni ukujwayelana nokuziphatha kwamakhasimende akho. Cabanga njengekhasimende futhi useshe imininingwane maqondana nezinto azithandayo (lokho akubukayo, ukuthi yimaphi amabhulogi awafundayo, imiphi imicimbi engekho kulayini ayivakashelayo, njll.).
  5. Ukubeka esikhundleni - Isu lakho lokuma kufanele lifake zonke izingcezu zolwazi eziqoqiwe. Sebenzisa ibalazwe lokuxhumana elikuvumela ukuba ungene endaweni efanele futhi ugcine uphephile zonke iziphetho ezibalulekile ozitholile ocwaningweni.
  6. Promotion - Uma usukulungele ukuqhubeka nokusebenzisa la mathuluzi amane wokuphromotha alula futhi asebenzayo: impendulo, imisebenzi yezokuxhumana, abagqugquzeli abancane kanye nezincwadi ze-PR. Zibeke ngokuya ngokubaluleka kwazo ngesikhathi esiqondile sesikhathi, dweba uhlelo lwezenzo bese uvutha umlilo.

UCABANGANI?

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