Izindlela Eziyisi-6 Zokusebenza Nabagqugquzeli Ngaphandle Koxhaso

I-Influencer Marketing Ngaphandle Koxhaso

Yize abantu abaningi bekholelwa ukuthi ukumaketha kwe-influencer kugcinelwe izinkampani ezinkulu ezinezinsiza ezinkulu kuphela, kungase kumangaze ukwazi ukuthi ngokuvamile akudingi isabelomali. Imikhiqizo eminingi isungule ukumaketha kwe-influencer njengesizathu esiyinhloko sokushayela empumelelweni yabo ye-e-commerce, futhi abanye bakwenze lokhu ngezindleko ezingabizi. Abagqugquzeli banekhono elihle lokuthuthukisa ukumaketha kwezinkampani, ukwethembeka, ukusakazwa kwemidiya, ukulandela inkundla yezokuxhumana, ukuvakasha kwamawebhusayithi, nokuthengisa. Amanye awo manje afaka ama-akhawunti amakhulu ku-YouTube (cabanga abadlali be-YouTube abadumile abafana ne-PewDiePie onababhalisi be-111M abamangazayo) noma ama-akhawunti ahlukahlukene e-niche ezimbonini ezithile (izibonelo zalokhu amathonya anesineke nodokotela asebenzayo).

Ngokumaketha kwe-influencer kubikezelwe ukuthi kuzoqhubeka nokukhula ku- 12.2% kuya ku-$4.15 billion ngo-2022, imikhiqizo emincane ingasebenzisana nabagqugquzeli ukuze basize ukumaketha umkhiqizo wabo namasevisi, futhi bangakwenza lokhu ngaphandle kwezindleko. Nazi izindlela eziyi-6 amabhrendi angasebenza ngazo nabathonya ngaphandle koxhaso:

1. Umkhiqizo Wokuthonya noma Isipho Sesevisi

Enye yezindlela ezilula izinkampani ezingasebenza ngayo nabagqugquzeli ngaphandle kwenkokhelo yokuthunyelwe kwabo iwukuba umkhiqizo noma isipho sesevisi. Bangasebenzisa i-inventory yabo futhi banikeze abathonya ukushintshana lapho umgqugquzeli ehlinzeka ngenani elithile lemithombo yezokuxhumana. Ithiphu yochwepheshe iwukuba njalo usondele kubagqugquzeli ngokuphakamisa ukuthi ungathanda ukunikeza isipho ngaphandle kokugqamisa amapharamitha aqondile okushintshana. Ngale ndlela, abagqugquzeli abaningi abaphezulu bangaphendula isicelo sakho njengoba bezizwa “becindezelwa” ukuthi babuyisele ngaphandle ukungalingani ukuhweba. Ukuhweba okungalingani kwenzeka lapho okuthunyelwe kokuphakelayo kwe-Instagram kwe-Influencer kubiza ngaphezu komkhiqizo noma isevisi ngokwayo.

Umkhiqizo kufanele uhlale uqaphela ukuthi abagqugquzeli bathola inqwaba futhi kwesinye isikhathi ngisho namakhulu emikhiqizo yomkhiqizo ngosuku, njengoba kwenzeka ngabathonya abaningi abaphezulu. Ngenxa yalesi sizathu, ukuba nobungane okwengeziwe futhi ukhululeke mayelana nemibandela yokusebenzisana kuzovumela umkhiqizo ukuthi ubonise umgqugquzeli ukuthi unesithakazelo kokungaphezu nje "kokumemeza" okusheshayo futhi esikhundleni salokho bafuna ukubambisana kwesikhathi eside.

U-Berina Karic, uchwepheshe wokumaketha onethonya kwa I-Ejensi Yokumaketha Yethonya Eliphezulu, iphinde iphakamise ukuthi kulandelelwe ngesizotha uma izinto sezitholakele. Iseluleko sakhe ukuthi angene nomgqugquzeli ukuze ababuze ukuthi basitholile futhi bayasithanda yini isipho sabo, nokuthi bafuna ukushintsha noma yini. Lolu hlobo lokusebenzelana okunobungane lungase luzuze amaphuzu amakhulu futhi lwenze uhlobo lufakwe.

2. I-Influencer Trips

Ibhrendi ingahlela uhambo futhi isingathe abathonya abaningi futhi yamukele inani eliphindwe kashumi lenani lezindleko zokuhamba, ukudla nendawo yokuhlala. Isibonelo, umkhiqizo ungasingatha abagqugquzeli abahlanu ukuthi baye endaweni ethile futhi basebenzise lesi sikhathi njengethuba lokudala okuqukethwe komkhiqizo kanye nokushicilela okuthunyelwe okuningi okubukeza izinto noma isevisi. Leli su le-PR lisetshenziswa amabhrendi amaningi okunethezeka lapho anabagqugquzeli abaphezulu abakha amaposi amaningi aphromotha uhlobo oluthile ithuba lokuhamba futhi uhlanganyele nabanye abadali abanethonya. Uhambo lwabagqugquzeli luphinde lunikeze ikhono lokuthi umkhiqizo wakhe ubudlelwano obusondelene nabagqugquzeli abanikeza umkhiqizo ithuba lokuguqula abanye babagqugquzeli abenza kahle kakhulu babe amanxusa omkhiqizo ukuze kuthunyelwe umkhiqizo ezinkundleni zokuxhumana.  

Leli qhinga kwaba iphayona yimikhiqizo yokuqala yomphakathi efana ne-Revolve, lapho bebezosingatha khona abagqugquzeli abaningi abaphezulu ezindaweni ezingavamile uma beshintshana ngo-10-15 kokuthunyelwe okuphakelayo kanye nenqwaba yamavidiyo ezindaba zansuku zonke kuyilapho bemaka umkhiqizo.

3. Imicimbi Yomthonya

Kulawo mabhrendi angakwazi ukuhlela uhambo, imicimbi yabagqugquzeli ingase yethule uhlobo lobambiswano olulawulekayo lapho abagqugquzeli bengathumela izingcezu zokuqukethwe eziningi ukuze bahlanganyele emcimbini. Uhlobo lungahlela umcimbi ehhovisi labo, endaweni yokudlela, noma kwezinye izindawo zokuzijabulisa futhi lunikeze obhasikidi bezipho ukuze abagqugquzeli bazizwele umkhiqizo noma isevisi mathupha. Ithimba langaphakathi lingaphinda lihlangane nabagqugquzeli ubuso nobuso futhi lichaze izinzuzo zomkhiqizo ngokuqondile kuyilapho livumela abagqugquzeli ukuthi bathwebule noma bafake ifilimu ukuboniswa komkhiqizo. I-pro-tip ukunikeza a esiyingqayizivele futhi Instagrammable kulungiselelwa lapho abagqugquzeli bengathatha izithombe ngaphansi kwamalogo omkhiqizo okuhlobisa noma babelane ngezilungiselelo zetafula ezihlotshiswe kahle ngamanabukeni abo aqondene nawe noma omaka bokubhuka. 

4. Ukusebenzisana Kwemikhiqizo Yozakwethu

Amabhrendi angahlukanisa izindleko zokusingatha umcimbi noma uhambo lwabagqugquzeli ngokufinyelela kwamanye amabhrendi futhi abelane ngethuba labo lomkhankaso wabagqugquzeli. Amabhrendi amaningi okungewona aqhudelana naye avuleleke ngokukhethekile kulolu hlobo lobambiswano njengoba ethola inzuzo egcwele yokubambisana ngengxenye yezindleko kuyilapho kungadingeki ukuba abekezelele imizamo egcwele yokuphatha umkhankaso omkhulu wabathonya. Bangabamba iqhaza ngokufaka imikhiqizo yabo kubhasikidi wezipho noma ngokunikeza ngendawo, indawo yokuhlala ehhotela, uhambo, noma olunye uhlobo lwesevisi kuye ngokuthi iyiphi imboni abasebenza kuyo. Amabhrendi angahamba kuze kube manje ukuze abe nozakwethu abaningi ababambe iqhaza futhi adale ukuzizwisa okunamandla okunamandla. ezihlinzeka ngenani elibanzi lokuhlinzekwa kwazo zonke izinhlangothi ezithintekayo. 

5. Ukubolekwa Komkhiqizo Wokuthonya

Kulawo mabhrendi angakwazi ukupha izinto, ikakhulukazi uma into ibiza noma iwuhlobo oluthile, angaphakamisa uhlobo lokuboleka lokusebenzisana. Lolu hlobo lobambiswano luzobandakanya umgqugquzeli odala okuqukethwe esebenzisa into, akubuyisele ngemva kokuqedwa kokuthwebula, bese wabe esebelana ngento eziteshini zabo zokuxhumana. Amafemu amaningi aphezulu e-PR asebenzisa leli su lokuthwebula izithombe lapho ebolekisa iziqephu emaqenjini abahleli kumidiya ephezulu ukuze acele lezo zinto ukuthi zibuyiselwe emuva uma ukuthwebula sekuqediwe. Lokhu kusebenza kahle uma umgqugquzeli efuna ama-props noma izingcezu ezihlukile azozifaka njengengxenye yokuqukethwe kwabo okusha.

6. Influencer Media Partnerships

Uma umkhiqizo ungakwazi ukupha isipho noma ukuboleka into ethile, ungabambisene nomgqugquzeli ngokusebenzisa ubambiswano lwemidiya ehlanganyelwe. Lokhu kubandakanya uhlobo lokuvikela ukusabalala kwezindaba ngokukhishwa kwabezindaba, izingxoxo, noma olunye uhlobo lokukhulunywa ngalo, bese kufaka phakathi umgqugquzeli endabeni yabo njengengxenye ukuphromotha okuphambene umzamo. Imikhiqizo ingaxoxisana ngemibandela yokusebenzisana ngaphambili, bese yenza umgqugquzeli abelane nge-athikili yemidiya emphakathini wabo ngenkathi emaka umkhiqizo.

Noma ngabe usayizi womkhiqizo ungakanani, ukusebenza nabagqugquzeli kungaba yindlela eyongayo yokukhangisa ibhizinisi nokuthuthukisa ukumaketha, ukuthengisa, ukusakazwa kwemidiya, kanye nenkundla yezokuxhumana elandelayo. Amabhrendi angasebenzisa amasu okudala ukuze aqinisekise ubambiswano oluwinayo ngaphandle kokuphula ibhange. Ngokuhlola uhlobo oluhlukile lokushintshisana kwabathonya, inkampani inganquma ukuthi yiliphi isu elisebenza kahle kakhulu bese iqhubeka nokwakha imizamo yayo yokumaketha eduze kobambiswano oluphumelelayo.