Izibalo nokuhlolaUkukhangisa OkuqukethweI-imeyili Marketing & AutomationUkunika Amandla UkuthengisaSesha MarketingI-Social Media & Influencer Marketing

Isikhalazo esingu- # 1 Mayelana Nokumaketha Okungenayo

Kanye njalo ngenyanga noma ngaphezulu, sizwa isikhalazo esifanayo kusuka kumathemba abasebenza nezinhlangano zokuthengisa ezingenayo namakhasimende asebenza nathi ezinhlelweni zabo marketing kwangaphakathi imizamo. Ukungasho ukuthi lesi sikhalazo ngesinye engingazenza ne-ejensi yethu uma ngingaqondi ukuthi ukumaketha okungenayo kusebenza kanjani empeleni.

Isikhalazo: Asitholi bhizinisi kusuka kuwebhusayithi yethu.

Kunenkinga enkulu embonini yezentengiso engenayo ukuthi ichazwa kanjani nokuthi ukumaketha kwangaphakathi kungena kanjani empeleni kuyasebenza. Umbono wokuthi ukusungula ubukhona bewebhu uzoguqula iwebhusayithi yakho ibe yinjini lapho ithemba ngemuva kokukuthola lizokuthola ekusesheni noma kwezenhlalo, ufunde imininingwane yakho, bese ugcwalisa ifomu ngokushesha kuwebhusayithi yakho akuyona into eyiqiniso. Kuyinto uhlobo ukuthi isebenza kanjani, kepha iningi lebhizinisi alikaze lithathe le ndlela.

Ithemba Lokuziphatha

Ake sixoxe ngokuziphatha kokuthenga, okokuqala. Sibhalile mayelana izikhathi ezincane kanye nohambo lwamakhasimende ngaphambili futhi ngingakukhuthaza ukuthi ufunde okuthunyelwe. Iqiniso ngukuthi abantu abakutholi kumiphumela yosesho, vakashela ikhasi lakho lasekhaya, futhi bathenge izinsizakalo zakho ngalolo lula. Eqinisweni, imininingwane enikezwe yiCisco ikhombisa ukuthi ibhizinisi elijwayelekile linayo ngaphezu kwama-800 ohambo oluhlukile (ngicela ufunde i-ebook esiyibhale kulokhu).

Uma uyinkampani yesevisi (njengenhlangano yethu), nakhu ukuthi uhambo lokuthenga luvame ukusebenza kanjani:

  1. IZwi Lomlomo - iklayenti livame ukusitshela kozakwabo lapho lifuna usizo esingalunikeza.
  2. Ukucinga - okulindelwe kuseshwa ngebhizinisi lakho ku-inthanethi futhi kuthola iwebhusayithi yakho nezenhlalo.
  3. Iwebhusayithi - lelo themba livakashela iwebhusayithi yethu. Babheke ukuthi sinobuchwepheshe obunjani, izinsiza ezingabasiza ukuthi benze isinqumo, iqembu abazosebenzisana nalo, nokuthi yiziphi iziqinisekiso noma amakhasimende esesivele siwenzile sisebenzela wona.
  4. Okuqukethwe - ithemba lifunda okuqukethwe kwakho futhi lingalanda noma licele imininingwane eyengeziwe.
  5. Landela - lelo themba kwesinye isikhathi lihlangana nathi ngokwenhlalo, libona ukuthi hlobo luni lomsebenzi esiwenzayo, libuza abantu kwinethiwekhi yethu ukuthi sizosebenza kanjani nokuthi singakwazi yini ukubhekana nenkinga yabo noma cha.
  6. Bhalisa - ezikhathini eziningi ithemba alikho esimweni sokuthenga, kepha benza ucwaningo ngakho-ke babhalisela incwadi yakho yezindaba ukuze bahlale bexhumana futhi bondliwe ngezeluleko ezibalulekile.
  7. Meet - lelo themba lixhuma nathi ngokusebenzisa i- IZwi Lomlomo uxhumano ukuthola isingeniso somuntu siqu. Ngemuva kokuhlangana, banquma ukuthi bayasethemba noma cha bese siqala ukwenza ibhizinisi.
  8. Noma Oxhumana naye - kwesinye isikhathi ababhekiwe baxhumana nathi ngqo nge-imeyili noma ifoni ukusetha umhlangano nathi.

Njengoba unikezwe leyo nqubo, uyabona kuphi marketing kwangaphakathi kufanelana nokuthi yini enikeza ibhizinisi lakho empeleni? Lowo ngumsele ohluke kakhulu kunalowo amasayithi wokuthengisa angenayo ahlala abelana ngawo, okuyi:

  1. Ukucinga - ngesihloko bese uthola isiza sakho sibalwa.
  2. Thwebula - bhalisa futhi ulande isibambiso.
  3. Close - thola isiphakamiso bese usayina.

I-ROI Yokumaketha Yangaphakathi

Ngokunikezwa lolu hlu lokuziphatha, uyabona ukuthi kunzima kanjani ukunikeza ukuthi ukumaketha kwakho okungenayo kubangelwa amasu akho wokuthengisa nawokumaketha jikelele? Uma unethimba lokuthengisa eliphumayo, cishe konke ukuthengisa kukhonjelwa kulelo thimba - ikakhulukazi uma benolwazi futhi sebekhulisa ubudlelwano namathemba ofisa ukwenza nawo ibhizinisi.

Imibuzo yokukhangisa okungenayo idinga ukufaka:

  • Lapho uvala ithemba, ngabe bakwenzile vakashela isiza sakho enkambisweni yokuthengisa?
  • Lapho uvala ithemba, ngabe bakwenzile bhalisela iphephandaba?
  • Lapho uvala ithemba, ngabe bakwenzile landa noma ubhalise kokuqukethwe?
  • Lapho uvala ithemba, ngabe bakwenzile search ngawe online?

Akukona ukuthi ungasho ukuthi konke ukuthengisa kuvakashelwe ukuthengisa kwabo kwangaphakathi, kepha ukungacabangi ukuthi akubanga nomthelela kumjikelezo wokuthengisa kuyiphutha elibi. Nazi ezinye izibalo ezivela kwelinye lamakhasimende ethu ezibuza:

Izibalo Ezingenayo

Lezi zibalo zihlunga noma iyiphi i-bot noma i-ghost bot traffic futhi zinikeze isifinyezo sonyaka esingaphezu konyaka sewebhusayithi yazo analytics. Unyaka odlule ubene-webhusayithi ebihamba kancane kanti empeleni ibinezinto ezithile eziphukile… ngeshwa lenkampani yezobuchwepheshe. Batholwe emiphumeleni yokusesha eyi-11 ngaphandle kwegama lenkampani yabo, abayi-8 kubo ekhasini 2. Futhi negama lenkampani yabo belixubene nezinye izinkampani ezibizwa ngokufana. Manje babusa ikhasi lemiphumela yenjini yokusesha.

Manje iGoogle inephrofayili yenkampani ephelele ekhonjisiwe, amaphrofayili wabo omphakathi ayakhonjiswa, kanye nencazelo yenkampani enwetshiwe enama-sublink ekhasini lemiphumela yenjini yokusesha. Babalwa ngamagama angukhiye ahlukene angama-406, angama-21 ekhasini 1, lama-38 ekhasini lesi-2 bese kuthi abanye baqhubeke nokuthola ukuthambeka njengoba bakha igunya ngosesho lwezinto eziphilayo.

Usiza Kanjani?

Ukumaketha kwangaphakathi akuyona indlela yokususa ibhizinisi.

  • Ngabe abasebenzi bakho bakhuthaza okuqukethwe kwakho ku-inthanethi?
  • Ngabe ucela usizo lobudlelwano bomphakathi ukukhuthaza amasu ku-inthanethi?
  • Ngabe ukhokhela ukukhuthazwa kokuqukethwe ku-inthanethi?
  • Ngabe iqembu lakho lokuthengisa lisebenzisa okuqukethwe ukusiza ukuvala amathuba abo?
  • Ingabe iqembu lakho lokuthengisa linikezela ngempendulo kokuqukethwe okungasiza noma okuqukethwe okungasizi?

Ngicabanga ukuthi izinkampani zingamantongomane ngokuphelele uma zinenqwaba yabasebenzi futhi akekho okhuthaza okuqukethwe inkampani etshale imali kuyo. Ubumeli kubalulekile lapho uqhubeka nokukhulisa ukufinyelela kwakho. Uma ngibona umngane noma umuntu engisebenza naye ethuthukisa ibhizinisi lakhe futhi ngisesigabeni sesinqumo, ngizohlola ukuthi yini okufanele banikele ngayo.

iziphetho

Ukumaketha kwangaphakathi akusiyona inketho. Muva nje sivakashele ngethemba ebelikhangisa ngaphandle kwewebhusayithi iminyaka eyi-15 online futhi bangitshele ukuthi unyaka nonyaka izindleko zomholi ngamunye ziyakhuphuka futhi nezinga labo eliseduze liyaqhubeka ukwehla. Abantu bayanqikaza ukwenza ibhizinisi nabo ngoba abanakho ukutholakala kwewebhu. Manje bayasibuza ukuthi bangenza kanjani ukulungisa ngaleyo minyaka elahlekile abangazange bayitshale. Bathe bayashaywa ngabancintisana nabo abanamasayithi amahle, balawula imiphumela yosesho, futhi bahlanganyela ezinkundleni zokuxhumana.

Impendulo emfushane: Abakwazi ukuncintisana njengamanje.

Kepha bangatshala imali kwezentengiso ezingenayo manje ezizodala umfutho, bayeke bavale ukuthengisa okuningi manje ngokuqukethwe okunegunya, futhi baqhubeke nokugxilisa ukunakekela nokuqwashisa ngomkhiqizo wabo ku-inthanethi. Impela, imikhondo ye-crappy izofika ekuqaleni, kepha ngokuhamba kwesikhathi izovala imikhombandlela eminingi, ithathe isikhathi esincane, bese igcina ithani lemali.

Akuseyona impikiswano yokuthi noma cha marketing kwangaphakathi kuyasebenza. Yonke inkampani enkulu itshala imali ethe xaxa kokuqukethwe kwabo, ukusesha namasu wezenhlalo njengoba beqhubeka nokubona ukubuya kotshalomali. Impikiswano yindlela oyilinganisela ngayo bese usho ukuthi imbuyiselo yalolo lwazi itshaliwe.

Uma utshale imali ku- marketing kwangaphakathi futhi ubona ukuhola okungahambi kahle noma imikhondo esezingeni eliphansi, ngabe unaka olunye ulwazi?

  • Mangaki amathemba ngokuvakashela isiza sakho selokhu wasebenzisa isu lakho lokukhangisa elingena ngaphakathi?
  • Mangaki amathemba ubhalisele i-newsletter yakho selokhu wasebenzisa isu lakho lokukhangisa elingena ngaphakathi?
  • Mangaki amathemba okulandiwe noma okubhalisiwe kokuqukethwe selokhu wasebenzisa isu lakho lokukhangisa elingena ngaphakathi?
  • Mangaki amathemba kuseshwa okwakho ku-inthanethi selokhu usebenzise isu lakho lokumaketha elingena ngaphakathi?
  • Zikhulu kangakanani zakho ukuthengisa kuyavalwa selokhu wasebenzisa isu lakho lokukhangisa elingena ngaphakathi?
  • Yinde kangakanani eyakho umjikelezo wokuthengisa selokhu wasebenzisa isu lakho lokukhangisa elingena ngaphakathi?

Ukumaketha okungenayo kunomthelela okhombisa ekuthengisweni nasekukhangisweni okuphelele kwayo yonke inkampani kuyo yonke imboni. Kepha ayisebenzi ethaleni, isebenza eceleni kwamasu akho aphumayo namanye wokuthengisa nokumaketha. Ukukhulisa i-ROI, kufanele uzinikele futhi usebenze ukuqinisekisa ukuthi wakha umfutho negunya embonini yakho. Ukukhulisa ukufundwa kwakho, ukukhulisa inethiwekhi yakho, ukukhula nokwabelana nabalandeli bakho bezenhlalo… konke lokhu kuthatha isikhathi nomzamo omangalisayo.

Angithengisi uhlelo engingakholelwa kulo. Ngithengisa uhlelo olukhulise ukufinyelela kwethu nemali esiyitholayo ne-ejensi yethu iminyaka eyi-7 iqondile. Futhi senze okufanayo ezinkampanini eziningi zokumaketha nezobuchwepheshe. Labo abalazisa inani nomzamo wesikhathi eside bayayibona ngokuphelele imiphumela.

Imboni yethu (kufaka phakathi i-ejensi yethu) idinga ukwenza umsebenzi ongcono wokufundisa amaklayenti nokunikeza zonke izibalo ezihlinzeka ukuthi ukutshalwa kwemali okungenayo kungukutshalwa kwemali okungcono kakhulu ikhasimende elingakwenza emikhankasweni yalo yokumaketha.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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