Njengomakethi, uyakwazi ukubaluleka kokuqukethwe okuhle. Isu lokumaketha lokuqukethwe eliqhutshwa inani liyisinkwa nebhotela elisebenzayo marketing kwangaphakathi.
Sekushiwo lokho, ungahlala unento enhle kakhulu. Ukushicilela umthamo omkhulu wokuqukethwe ukuze nje uhehe ithrafikhi kuyingozi njengokungashicileli nhlobo. Ubuhle bokumaketha okuqukethwe yikhono lakho lokuthatha umkhondo wakho ohambweni lwabo lokuthenga. Ngakho-ke, ngenkathi uhlela ipayipi lakho, kufanele ubeke imephu nokuqukethwe kwakho.
Imephu yokuqukethwe ibalulekile esu lakho jikelele lokumaketha okuqukethwe. Qhubeka ufunde ukuze ufunde okubalulekile kwemephu yokuqukethwe nokuthi ungaqala kanjani.
Okuqukethwe Njengomthombo Wenani
Ukuze wakhe imephu yokuqukethwe kwakho, kufanele uqonde ukuthi abantu bafuna futhi baphendule kanjani kokuqukethwe. Abantu bahlangabezana nokuqukethwe usuku lonke. Ukuthi bazibandakanya kanjani nalokho okuqukethwe kuyehluka kuye ngokuthi babo injongo. Lapho wenza imephu okuqukethwe kwakho, kufanele ucabangele inhloso yesegimenti ngayinye yezethameli nokuthi ingaholela kanjani esenzweni.
Kunezinhlobo ezimbalwa ezibalulekile zokuqukethwe, ngayinye inemiphumela yayo kunhloso yomthengi:
Okuqukethwe Okuphazamisayo:
Okuqukethwe okufana nezikhangiso ze-TV nama-imeyili okuthengisa kuyacatshangelwa okuqukethwe okuphazamisayo. Abantu abalindele ukuzibona, ngakho okuqukethwe kuvame ukuklanywa ngendlela eheha kakhulu (noma kufanele kube njalo). Okuqukethwe okuphazamisayo kuthinta izindawo ezibuhlungu zezethameli ozihlosile ngomuzwa wokuphuthuma ukushayela isenzo esisheshayo.
Okuqukethwe Kolwazi:
Abathengi banamuhla bachitha isikhathi esiningi befuna okuqukethwe. Bacela izimpendulo ku-Google noma ephaketheni labo le-AI, noma baseshe Iwebhu naku-YouTube ukuze bathole imihlahlandlela, izinhlu zokuhlola, noma ulwazi lwe-encyclopedic. Laba basebenzisi cishe abanayo inhloso yokuthenga ephezulu, kodwa lokho akusho okuqukethwe kolwazi akuyona iphinikhodi ebalulekile kuqhinga lakho lokumaketha elingenayo. Ibonisa isithunzi sakho futhi iholela abantu ngobuqili endaweni yokuthenga.
Okuqukethwe kolwazi kungahlukaniswa ngama-subtypes amabili:
Okuqukethwe kwelukuluku: Lokhu okuqukethwe kuphendula imibuzo yabasebenzisi kanye/noma kunikeza ulwazi oluwusizo. Ingase inganikezi izixazululo ngokwedlulele kodwa ikhulume nezinto abazithakaselayo kanye nelukuluku lokwazi elivamile. Okuqukethwe kwelukuluku kufana ne-Ask Jeeves yewebhu yokuqala: kuhloselwe ukuphendula imibuzo. Izibonelo faka amabhulogi e-SEO ayisisekelo, imihlahlandlela yendlela yokwenza, uhlolojikelele lwezihloko, njll.
Okuqukethwe kwe-Pedagogic: Lokhu okuqukethwe kuhloselwe ukufundisa nokufundisa, ikakhulukazi kulabo abafuna izixazululo. Kukhona inhloso yokufunda ecacile kanye nokuphikisana okuhlongozwayo (isb, “Nakhu kungani udinga isofthiwe yokulwa namagciwane.”) Izibonelo faka ama-webinars, imihlahlandlela ye-DIY, okokufundisa kwevidiyo, njalonjalo.
Okuqukethwe okujabulisayo:
Uma bengacingi ngokuqhubekayo ulwazi, abantu bayaskrola ezinkundleni zokuxhumana noma baphequlula i-YouTube. Bafuna ukuhlekisa, ugqozi, nokuxhumana nabanye. Ngakho-ke, okuthunyelwe komphakathi namavidiyo kuhlanganisa izici ezibandakanya kakhulu zokuqukethwe okuphazamisayo nolwazi.
Ukumaketha kwangaphakathi kusebenzisa kangcono lezi zinhlobo ezimbili zokugcina: okuqukethwe kolwazi nokujabulisayo, noma inhlanganisela yakho. Ngokushicilela okuqukethwe othwebula abakuthakaselayo abasebenzisi futhi okubajabulise, maningi amathuba okuba uhlangane nazo zontathu izingxenye ze "Yazi, Njengo, Thembela" imodeli yomkhiqizo.
Ukushaja Inkambo Yokuqukethwe Kwakho
Cabanga ngamakhasimende akho uwaqondise njengabahambi basolwandle. Njengoba bephishekela indawo abalibangise kuyo, kumelwe bame emadolobheni ahlukahlukene asezikhumulweni zemikhumbi ukuze baqoqe izimpahla, bahlole ukuthi bangakanani, futhi bazinike isikhathi sokuphumula. Ibhrendi yakho ihlanganisa abathengisi abanobungane, amabhadi, nemihlahlandlela ehlakaniphile esitobhini ngasinye.
Uma izethameli zakho zihlala zithola ulwazi nokuzijabulisa ezikudingayo edolobheni ngalinye, zizothembela ekugunyazweni komkhiqizo wakho. Ngokokuqukethwe, lokhu kusho ukwakhela phezu kokuhlangenwe nakho kwabo endaweni ngayinye yocingo yangaphambilini.
Ngamanye amazwi, ukuze ubandakanye ngempumelelo izethameli zakho ozihlosile futhi uziqondise ukuthi zithenge kuwe, kufanele:
- khulula okuqukethwe okuvamile eziteshini eziningi lapho kungenzeka khona "ukwenza ichweba"
- shicilela okuqukethwe okuhambisana nenhloso yabasebenzisi kanye nezithakazelo esiteshini ngasinye
- bazi ukuthi yiliphi itheku abazolivakashela kuqala bese ubaqondisa kokulandelayo
Ukukhipha okuqukethwe ngokungahleliwe kungase kukuzuzele ukubukwa okuthile, kodwa ukuze ubandakanye ngempela izethameli ozihlosile, kufanele usebenzise okuqukethwe kwakho ukuze kancane kancane wakhe ubuhlobo nazo. Futhi, ezweni lanamuhla ledijithali elinomsindo, okuqukethwe kungenzeka kufiphele ngemuva. Ungakugwema lokho ngokunikeza inhloso yokuqukethwe kwakho.
Yilapho imephu yokuqukethwe ingena khona.
Ukudala Imephu Yakho Yokuqukethwe
Imephu yokuqukethwe ibala zonke izihloko ezibalulekile zokuqukethwe kwakho nokuthi zilethwa kanjani eziteshini eziningi, kanye nokuthi iyiphi ingxenye yokuqukethwe eholela kokulandelayo. Kufanele ihambisane nohambo lokuthenga lwamakhasimende akho.
Ngokusobala, lokho kuyehluka kuye ngemboni yakho, ingxenye ngayinye yezithameli zakho ezihlosiwe, nalapho zihlangana khona nomkhiqizo wakho. Amanye amapayipi okuqukethwe angaba mafushane kunamanye; isibonelo, abantu abafuna "indlela yokusetha ijimu yasekhaya" banenjongo yokuthenga ephezulu kunaleyo "yokuzilolonga engcono kakhulu ongayenza ekhaya" ye-Googling. Nokho, lokho kusho kuphela ukuthi badinga izindawo zokuthinta ezimbalwa ngaphambi kokuba balungele ukuthenga - usengakwazi ukuzifudumeza ngokuqukethwe kwenani eliphezulu.
Ukuze uqale ukwenza imephu okuqukethwe kwakho, kufanele uqale wenze imephu yakho uhambo lomthengi. Engxenyeni ngayinye yezethameli eziqondiwe, yini ezobaletha endaweni yokuthenga?
Ake sithi uqhuba ibhizinisi lokunakekela utshani nokulungisa umhlaba. Izithameli zakho ezimbili eziyinhloko (A) abanikazi bezindlu abafuna ukunakekelwa okuvamile kotshani babo kanye (B) nabanikazi bezindlu/abathuthukisi bezakhiwo abangase bakuthumele ngokuklama ukuma kwezwe.
- Ingxenye A inephuzu elicacile lezinhlungu: bakhathele ukwenza wonke umsebenzi onzima wokulungisa utshani. Bamagange ukuthola omunye ozobenzela yona.
- Ingxenye B ifuna ukutshala imali. Kungase kuthathe isikhathi eside ukufika endaweni yokuthenga njengoba bebuyekeza amasevisi ezinkampani ezahlukene kanye namanani entengo.
Ekuqaleni kohambo lwabo, Ingxenye A ingase ingalizwa iphuzu labo lobuhlungu okwamanje. Mhlawumbe basebenzise i-Google "indlela yokususa i-crabgrass" noma "kungani utshani lwami buphenduka buphuzi?" futhi impendulo yabakhungathekisa. Manje, bayabona ukuthi kufanele baqashe umuntu. Lokho okuqukethwe kwelukuluku - okushicilelwe ngokufanelekile inkampani yakho yokunakekela utshani - kubaqhubekisele phambili ngepayipi.
Ngaleso sikhathi, Ingxenye B iyazi ukuthi ifuna ukuqasha ifemu yokwakheka kwezwe, kodwa abanaso isiqiniseko sokuthi isiphi isitayela sokwakheka kwezwe noma izinkampani zasendaweni ezifaneleka kakhulu. Lapho behlangabezana ne-reel yakho ebhala iphrojekthi yakamuva (okuqukethwe kokuzijabulisa) noma ibhuku lakho lokuqondisa le-Landscaping 101 elibonisa ubuchwepheshe bakho (okuqukethwe kwe-pedagogic), maningi amathuba okuba bakwethembe - okusho ukuthi bawamukela kangcono iphimbo lokuthengisa.
Uhlobo Lokuqukethwe Olungcono Kakhulu Lwephuzu Ngalinye Ohambweni Lomthengi
Kunamamodeli amaningi ahlukene omjikelezo wempilo yekhasimende, kodwa amaningi awo afinyelela ezigabeni ezintathu eziyinhloko: Ukuqwashisa, Ukucabangela, kanye Nesinqumo. Ngendlela yokuthengisa engenayo engenayo, lezi zigaba zihambisana nenqubo yezinyathelo ezintathu zomthengisi: Heha, Bandakanya, Futhi Jabulisa. Qaphela ukuthi lezi zihambisana kanjani Yazi, Thanda, futhi Wethembe!
Uhlobo ngalunye lokuqukethwe luziboleka esigabeni esithile. Ngokuqondene:
Ukwaziswa: Okuqukethwe kolwazi kuheha abantu abasha ngokusekelwe kulokho abakuthakaselayo, kuyilapho okuqukethwe okujabulisayo kudonsa ukunaka kwabasebenzisi ukuze bethule umkhiqizo wakho.
Ukucabangela: Nikeza inani elengeziwe kubaqondisi bakho ngokuqukethwe kwelukuluku okuqhutshwa imininingwane okukhuluma ngokuqondile nezindawo zabo zobuhlungu. Okuqukethwe kwe-Pedagogic
Qaphela: Usengasebenzisa okuqukethwe okuphazamisayo endleleni yokuthengisa engenayo engenayo. Okubalulekile ukuthi ungene kumaphuzu obuhlungu aziwayo wabathengi uma sebehlangabezane nomkhiqizo wakho. Ukuqondisa kabusha okuqukethwe okufana nezikhangiso ze-SharpSpring kuyindlela yokuxhumana nabaholayo esigabeni sokucabangela.
Isinqumo: Okuqukethwe kwe-Pedagogic okubhekana ngqo nephuzu eliyinhloko lezethameli ozihlosile kusebenza kahle kakhulu phakathi nesigaba Sesinqumo. Lolu hlobo lokuqukethwe kokubili lubonisa ubuchwepheshe bakho futhi lunxenxela umkhondo wakho ukuthi wamukele isisombululo sakho — ukuqedela unxantathu othi “Yazi, Thanda, Themba”.
Okuqukethwe kolwazi:
Ngenxa yokuthi abasebenzisi abacabangi ngempela “ngendawo ebuhlungu” lapho besesha ulwazi, okuqukethwe kwakho akudingi ukuphakamisa isisombululo ngokushesha (okungukuthi, ubacele ukuthi bathenge). Kunalokho, shuna okuqukethwe kwakho “kumaphuzu anentshisekelo” yamakhasimende akho. Abantu abathengi izinto ukuze banciphise ubuhlungu kuphela. Bafuna nokwanelisa izithakazelo zabo futhi bathuthukise ukuphila kwabo.
Ngaphezu kwalokho, kungase kube nephuzu lobuhlungu abangakaliboni. Ngokugxila ezintweni abazithakaselayo, okuqukethwe kwakho kungabasiza bathole lelo phuzu lobuhlungu - futhi baqale ukufisa isixazululo. Ngokunikeza lelo nani, uthola ukukwethemba kwabo ukuze ukwazi (ekugcineni) wenze iphimbo lakho lokuthengisa.
Ukusebenzisa okuqukethwe kolwazi:
Isibonelo, ake sithi othile usesha “imibono yengadi yasebusika.” Banenhloso ephansi yokuthenga ngalesi sikhathi: bafuna ugqozi, okungukuthi, okuqukethwe kwelukuluku. Bahlangabezana nesihloko sakho esimayelana nezitshalo ezimelana nesithwathwa futhi bangene ngokulangazela.
Njengoba befunda ngokubaluleka kokukhipha amanzi ukuze kugwenywe ukubanda, bayaqaphela ukuthi badinga ukuthuthukisa ukugeleza kwamanzi emibhedeni yabo yezimbali. Manje sebevumbulule iphuzu lobuhlungu. Baphinde bachofoze isixhumanisi sendatshana yakho ehlobene, "Indlela Yokuthuthukisa Ukuthuthwa Kwemibhede Engadini," okubandakanya okuqukethwe kokufundisa.
Manje, sebakhe ubudlelwano nomkhiqizo wakho, futhi bakulungele ukufuna izimpendulo ezengeziwe kuwe. Ubasiza ukuthi “Yazi, Thanda, futhi Uthembe” wena. Futhi manje, uma zibona ukubizelwa esenzweni ukuze bathenge kuwe, maningi amathuba okuthi bathathe leso senzo.
Qaphela: Qaphela ukwethula i-CTA ngaphambi kokuthi othile “Akwazi, Athande, Futhi Akwethembe”. Lokho kufaka phakathi izigelekeqe zohlu lwamakheli ngaphambi kokuba bathole ithuba lokufunda indatshana nezindatshana zokuthengisa ngaphambi kwesikhathi ohambweni lwabo lokuthenga.
| Ilukuluku | I-Pedagogic | |
| Iwebhusayithi |
Blogs Uhlolojikelele lwezihloko
|
Case Studies Imihlahlandlela ye-DIY |
| Social Media (kuhlanganise ne-YouTube) |
Amathiphu namasu Izifundo zevidiyo infographics
|
Amademo Omkhiqizo Amavidiyo okuchaza
|
| Okuqukethwe Okuvaliwe (itholakala ngokulanda noma inkundla yokufunda kuphela ngemuva kokubhalisa noma ukubhaliswa kohlu lwamakheli) |
I-Cheatsheets Izindlela Zokuqondisa |
webinars Izifundo Online Amaphephandaba Amabhuku E-E |
Okuqukethwe Okujabulisayo:
Inkundla yezokuxhumana nokuqukethwe okuqhutshwa umphakathi kuyazuza engxenyeni ephazamisayo yokukhangisa okukhokhelwayo, kodwa ngaphandle kokuphusha ngokushesha kokuthenga (futhi okunomthelela omncane kusabelomali sakho sokumaketha).
Uma abantu beskrola i-Facebook noma i-YouTube bengenzi lutho, isithukuthezi sibabeka esimweni esithatheka kalula, okusho ukuthi maningi amathuba okuba bachofoze kokuqukethwe okungalindelekile — uma kuzijabulisa. Ngokuphambene, lapho abasebenzisi befuna ulwazi ngenkuthalo, bazokuziba ukumaketha okusobala abakubona kusendleleni yabo.
Okuqukethwe okujabulisayo kudlala indima ebalulekile ekukhangiseni kwangaphakathi: kunika amandla ukutholwa. Kuphephile ukusho ukuthi akuwona wonke amakhasimende akho owaqondisile azoqala uhambo lwawo lokuthenga ngosesho lwe-Google olufika kokuqukethwe kwakho ilukuluku. Ngokubajabulisa, usiza ekugcwaliseni isici esithi “Thanda” kokuthi “Yazi, Thanda, Themba,” futhi ungawafaka ohlelweni lwakho lapho ungaletha khona okuqukethwe okunothe ngolwazi olwengeziwe.
Qaphela: Okuqukethwe kwakho okujabulisayo kungaba futhi kufanele kube ne-CTA, kodwa ngokuvamile hhayi ukuthenga. Kunalokho, bameme ukuthi balandele ikhasi lakho, babhalisele uhlu lwakho lwamakheli, noma bathathe esinye isinyathelo sokuzibophezela okuphansi.
Izinhlobo Zokuqukethwe Okujabulisayo
| Okuqukethwe Okujabulisayo | |
| Social |
Ngaphambi-na-Ngemva Hlangana nabasebenzi Okuqukethwe Kweholide/Isikhumbuzo Sosuku |
| Izincwadi Ze-imeyili |
Ithiphu Yamaviki Onke/Inyanga Izithombe/Amavidiyo Angemuva-kwesigcawu
|
| Iwebhusayithi | Ama-athikili |
Imephu Yokuqukethwe Yemboni Yakho Nemakethe
Your izidingo zokumaketha okuqukethwe izohluka ngomkhakha wemboni kanye nengxenye yezethameli, kanye nohlobo lwebhizinisi lakho (B2C, B2B). Yize yonke ibhrendi ihlukile, nansi eminye imihlahlandlela ejwayelekile:
Amabhizinisi e-B2C zuza emiksini enamandla yokuqukethwe kwelukuluku, okuqukethwe okujabulisayo, namaqhinga aphazamisayo. Ngokuya ngemboni, amakhasimende aqondisiwe angase abe nenhloso yomthengi ophezulu noma angabi nayo lapho eqala ukuhlangana nomkhiqizo. Ipayipi lokumaketha lokuqukethwe kwe-B2C livamise ukuqala ngezihloko ezishisekelayo (isb, “imibono yokudla okunempilo elula” noma “amathiphu okukhulisa izinwele”) futhi liholela kokuqukethwe okugunyazwe kakhudlwana (ama-cheatsheet, ama-e-books, njll.)
B2B amabhizinisi kumele baqinisekise igunya labo ezindaweni eziningi zokuthintwa ukuze bathole ama-akhawunti abo. Abantu abaqondiwe kubo ngokuvamile abanaso isikhathi sokumosha, kodwa bazimisele ukuchitha isikhathi kokuqukethwe okunikeza inani eliphezulu. Abadayisi abaningi be-B2B basebenzisa amaqhinga okuphazamisa (izincwadi zezindaba ze-imeyili, njll.) okuholela kokuqukethwe okunemininingwane yokufundisa (izibonelo, ama-webinars, njll.)
tekutsengisa amabhizinisi anokuncintisana okuphezulu kanye nesidingo esikhulu. Bangakwazi ukuheha amakhasimende kangcono kakhulu ngokuqukethwe okujabulisayo okungena kulokho abakuthandayo. Uma kuqhathaniswa nezinye izimboni, yilapho ukhuluma khona nalezo zindawo zobuhlungu futhi ukhiphe imikhiqizo yakho maduze nje.
Amabhizinisi asekelwe kusevisi ingazuza ekuxubeni kwelukuluku nokuqukethwe kokufundisa. Izimboni ezidinga amakhono akhethekile (isb., ukuqeqeshwa komuntu siqu, ukubalwa kwezimali) kufanele zibonise ubuchwepheshe bazo, ukuze ipayipi eliqinile lokuqukethwe kwenani eliphezulu lisize ukusungula lokho kuthembana. Izimboni eziqhudelana kakhulu (isb., ezobuhle, ukunakekelwa kotshani) zingase zidinge ukuthi zisebenzise okuqukethwe okujabulisa kakhudlwana ukuze zihehe abahamba phambili.
Ukubeka It All Ndawonye
Manje njengoba sesikuhlanganise konke lokho, masidale imephu yokuqukethwe kwakho. Ngaphambi kokuthi uqale, dweba okungenani izingxenye ezimbili zezithameli eziqondiwe noma abantu. Kungasiza futhi ukuhlonza izinsika zokuqukethwe kwakho - izihloko ongakhuluma kuzo ngokugunyazwa futhi ezihambisana nabahlukanisi abakhulu bomkhiqizo wakho.
Bese, landela lezi zinyathelo:
Isinyathelo 1: Imephu Yohambo Lokuthenga Lomuntu Ngamunye
Engxenyeni ngayinye yezithameli eziqondiwe, gcwalisa uhambo lomthengi wazo nokuthi yiluphi uhlobo lokuqukethwe oluzobakhanga kakhulu esigabeni ngasinye.
Isinyathelo sesi-2: Dala Izihloko Zokuqondisa Uhambo Lokuthenga
Khiqiza izihloko ezithile zokuqukethwe esigabeni ngasinye salolo hambo kanye nohlobo lwaso lokuqukethwe olufanele (i-pedagogic, ukuzijabulisa, njll.). Cabanga ngokuthi yiziphi izihloko ezizohambisana namaphuzu/izintshisekelo zazo zombili bese usungula igunya lomkhiqizo wakho.
Isinyathelo sesi-3: Xoxani ngocezu Lokuqukethwe Okulungile
Qhathanisa imibono yokuqukethwe nesiteshi (iziteshi) amathuba akho okusebenziseka kakhulu esigabeni ngasinye, bese nibonisana ngemibono yezingcezu zokuqukethwe (izinhla zokuhlola, izifanekiso, ama-webinars, njll.). Khumbula, okuqukethwe kwe-pedagogic kufanele kujule kakhulu ukuze kunikeze inani lemikhondo efudumele.
Isinyathelo sesi-4: Yakha Ipayipi Lokuqukethwe
Dala amaphuzu okuxhumana phakathi kwezingcezu zokuqukethwe ukuze uqhubekisele phambili umkhondo. Isiqephu ngasinye kufanele sakhe phezu kwesiqephu esedlule. Khomba ukubizelwa esenzweni (noma isenzo esilandelayo) esigabeni ngasinye sohambo. Ungakwazi ke ukuhambisa ukulethwa kokuqukethwe kwakho ngokuzenzakalelayo ukuze uthumele umlayezo olungile ngesikhathi esifanele.
Ithiphu: Ungabanzi kakhulu ngezihloko zakho ezihlukahlukene. Khetha izihloko eziyinhloko zomkhiqizo wakho, bese udala izinsika zokuqukethwe ongakwandisa phezu kwesegimenti/isiteshi ngasinye epayipini lakho.
Ukufaka phezulu
Isu liholela empumelelweni. Nakuba ungase uzizwe unengcindezi yokuthi uhlale uthumela futhi ushicilele, yini iphuzu lokudala okuqukethwe okungashayeli imiphumela? Thatha isikhathi sokuhlela okuqukethwe okulungile kwesigaba ngasinye sepayipi lakho. Ukwenza imephu yokuqukethwe kuwukutshalwa kwezimali okunenzuzo okungakongela imali futhi kungenise imali eyengeziwe kanye nobudlelwano obuthembekile bamakhasimende.
