Ukucabanga kabusha nge-B2B Marketing Outreach? Nakhu ukuthi ungayikhetha kanjani imikhankaso yokuwina

Ukufinyelela kwe-B2B
Isikhathi sokufunda: 3 imizuzu

Njengoba abathengisi belungisa imikhankaso yokuphendula ekuweni komnotho kusuka ku-COVID-19, kubaluleke kakhulu kunanini ngaphambili ukwazi ukuthi ungabakhetha kanjani abawinile. Amamethrikhi agxile kwimali engenayo akuvumela ukuthi wabelane ngemali ngendlela efanele.

Kuyi-jarring kepha kuyiqiniso: izinkampani zamasu wokumaketha aqala ukuzisebenzisa ku-Q1 2020 zazingasasebenzi ngesikhathi i-Q2 isizungeza, iqhunyiswa yinkinga ye-COVID-19 kanye nokwehla komnotho okuvela kulo bhubhane. Imiphumela yebhizinisi ifaka amashumi ezigidi ezithintekile yi imicimbi ekhanseliwe. Noma abanye bethi bazama ukuvula kabusha, akekho owaziyo ngempela ukuthi imisebenzi yebhizinisi efana nemibukiso yasemgwaqeni nezingqungquthela zemboni izoqala nini.

Abakhangisi kudingeke ukuthi bacabange kabusha izinhlelo zabo zokufinyelela ngokwalolu shintsho. Iminyango eminingi yezokukhangisa inayo kuhlehlisiwe imikhankaso kanye nesabelomali esinqunyiwe. Kepha namaqembu wokumaketha aqhubekela phambili ngomfutho ogcwele alungisa amasu awo ukukhombisa amaqiniso amasha emakethe nokwenza ngcono i-ROI. Ngasohlangothini lwe-B2B ikakhulukazi, ukuncintisana okwandayo kuzokwenza ukuthi kubaluleke kakhulu ukuqinisekisa ukuthi idola ngalinye elivela kwisabelomali sokumaka lingenisa imali - nokuthi abathengisi bangakufakazela lokho. 

Abanye abathengisi be-B2B bahlele kabusha indlela yabo ngokushintsha imali esetshenziselwe ukwenzelwa imicimbi, manje yaba iziteshi zedijithali. Lokho kungasebenza, ikakhulukazi uma belungise iphrofayili yabo yekhasimende elifanele ukuze balandise ngezimo ezintsha zezomnotho. Ukunakekela ezinye izisekelo njengokuhlaziya amamethrikhi wefaneli ukuze unikeze ngokunembile imali engenayo emikhankasweni nakho kunengqondo, njengoba kwenza ukuhlola inhlanganisela yemilayezo, izinhlobo zokuqukethwe neziteshi ukunquma ukuthi yini okusebenza kahle kakhulu. 

Lapho nje izisekelo sezixazululiwe, kunezindlela eziningana ongazihlola ngazo idatha ezingeni eliyimbudumbudu ngaphezulu ukuthola ukuthi ngabe izinhlelo zakho zokumaketha ezidijithali ze-B2B zisebenza kahle yini futhi unqume ukuthi yimiphi eqhuba imiphumela emihle ngokwemali engenayo. Izixazululo zephuzu lokumaketha ledijithali ezinikezayo zizokutshela ukuthi imiphi imikhankaso edala ukuchofoza nokubukwa kwekhasi, okuwusizo. Kepha ukwenza ukungena ngokujulile, uzodinga idatha enikeza ukuqonda kumthelela womkhankaso kumali engenayo nasekuthengisweni.  

Ukubheka idatha yomkhankaso wokukhiqiza imfuno yomlando yindawo enhle yokuqala. Ungahlaziya ukwahlukana phakathi kokufinyelela kwidijithali nangaphandle kwedijithali bese unquma ukuthi ucezu ngalunye lukuqhuba kanjani ukuthengisa. Lokho kuzodinga imodeli yokukhishwa komkhankaso. Imodeli "yokuthinta kokuqala" okufakwa kuyo amakhredithi ekuhlanganyeleni kokuqala inkampani ebinayo namakhasimende azobonakala ngokujwayelekile izokhombisa ukuthi imikhankaso yedijithali idlala indima enkulu ekwenzeni inzalo entsha yamakhasimende. 

Kungakhanyisa futhi ukuthola ukuthi yimiphi imikhankaso ethinte ukuthengisa okuningi. Ishadi elingezansi likhombisa ukuthi imikhankaso yedijithali kanye non-digital ikuthonye kanjani ukuthengisa kusibonelo esisodwa:

Imali engenayo ekhishwe ngumkhankaso (Digital and Non-Digital)

Ukubhala phansi kudatha yomlando efana nalena kunganikeza imininingwane ebalulekile njengoba ubuyisa isu lakho lokumaketha ukugcizelela imikhankaso yedijithali. Kungakusiza ukuthi ukhethe abawinile uma ubheka izinketho ezahlukahlukene ezahlukahlukene. 

Amamethrikhi eVelocity enye into ebalulekile ekukhetheni imikhankaso yokuwina. IVelocity ichaza isikhathi (ngezinsuku) esidingekayo ukuguqula ukuhola kuthengiswe. Indlela engcono kakhulu ukukala isivinini esigabeni ngasinye somsele wokumaketha nowokuthengisa. Lapho udinga ukuthola imali ngokushesha, uzofuna ukuqinisekisa ukuthi uyakwazi ukubona nokuqeda noma yiziphi izingqinamba kule nqubo. Ukulinganisa ijubane esiteji ngasinye sefaneli nakho kunikeza ukuqonda ukuthi ukulungiswa okwenziwe ngempumelelo kunjani. 

Ishadi elingezansi likhombisa isibonelo sokuqina kokuhola okufanelekayo kwezokumaketha (MQLs) njengoba behamba kufelenel ngo-2019 nasekota yokuqala ka-2020:

I-CPC kuqhathaniswa ne-Organic Pageview Trend

Njengoba imininingwane ekulesi sibonelo ikhombisa, iqembu lezokumaketha liyithuthukise kakhulu imiphumela yalo ye-Q1 2020 uma iqhathaniswa ne-Q1 2019. Lokho kuqonda kunikeza iqembu ulwazi olubalulekile mayelana nokushesha okungaba khona kwezinhlelo ezaqaliswa ngalezo zikhathi ezimbili ezibekiwe. Abathengisi bangasebenzisa lokho kuqonda ukusheshisa isikhathi semali eya phambili. 

Akekho owazi kahle ukuthi ikusasa lizoletha ini njengoba amabhizinisi evulwa kabusha ngokwezifunda futhi nomsebenzi wezomnotho uqala. Abathengisi be-B2B sekuvele kudingeke ukuthi balungise isu labo lomkhankaso, futhi kuzofanele baphinde baliphinde futhi lapho kuvela izinto ezintsha. Kepha ngezikhathi ezingaqinisekile, ikhono lokukhetha labo abawinile libaluleke kakhulu kunanini ngaphambili. Ngamandla wedatha nama-analytics, ungenza lokho nje. 

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