Ebhizinisini, noma ngabe yi-B2B noma i-B2C, inhloso enkulu ukudala ukufunwa, ukujabulisa amakhasimende, nokwenza ukuthi babuyele okunye. Futhi ukuvusa inzalo yisinyathelo sokuqala empumelelweni. Le bhulogi izosebenza njengomhlahlandlela owusizo wokufuna amasu wokukhiqiza futhi izokunikeza zonke izinyathelo ezidingekayo ukukusiza ukuba ufunde kahle amaqhinga okukhiqiza. Ake siqale!
Kuyini Isizukulwane Sokudinga?
Ngokusho the I-Content Marketing Institute, "Ukukhiqizwa kwesidingo kugxila ekushintsheni noma ekwakheni umbono wababukeli bakho ukuze wakhe isidingo sesigaba sakho, imikhiqizo ethile noma izinsizakalo." Ekugcineni, ngemizamo yakho yokumaketha, uzama ukwenza izethameli zakho okuhlosiwe ukuthi zikukhathalele nokuthi uzama ukuthengisa ini. Kubonakala kuqondile impela, akunjalo?
Kepha, yini empeleni okuyimbangela yesizukulwane sokufuna? Okuqukethwe! Khumbula njalo, okuqukethwe yinkosi.
Isizukulwane Sokudinga vs. Isizukulwane Esiholayo
Ingabe ikhona i umehluko phakathi kwesizukulwane sokufunwa nesizukulwane esiholayo? Uma lo mbuzo ufika engqondweni yakho, awuwedwa. Abathengisi abaningi basesikebheni esifanayo.
Generation Generation
Empandeni, lokhu kumayelana nokuthumba imininingwane yomuntu ngokushintshanisa okuqukethwe. Ukuhola kuzobe sekufakwa ngokulandelana kokukhulisa okuholayo. Umgomo wokugcina we isizukulwane esiholayo ukukhiqizwa kokuxhumana ngezinhloso zokuthengisa nokumaketha.
Isizukulwane Sesidingo
Lokhu kumayelana nokwakha intshisekelo kumkhiqizo nezinsizakalo zakho; kumayelana nesasasa elikhuthazayo elizungeze inkampani yakho. Lesi sidingo ekugcineni sizoholela ekukhuleni kwenani labantu abathenga umkhiqizo noma izinsiza zakho.
Inzuzo yokugxila ekwakhiweni kwesidingo yikhwalithi ephezulu yemikhombandlela oyondlayo ngefaneli. Laba bantu bayakwazi, njengenkampani; bayakujabulela futhi bajabule ngalokho okufanele unikele ngakho futhi babhalisele ukuzwa kuwe, kunokuba bakwenze ngoba bejabulela uhlobo oluthile lokuqukethwe.
Manje njengoba usunombono ojwayelekile wokukhiqizwa kwesidingo, ake singene ekutheni ungakufinyelela kanjani lokhu ngokusebenzisa amasu namathuluzi wokukhiqiza okufunwayo.
Funa Amasu Esizukulwane Sokusiza Uphumelele
Ngaphambi kokuthi siqale ukubheka isu eliyisisekelo, ake sibheke ifaneli yokukhiqiza edingekayo.
Manje, ongakucabanga ngakho lapho sithi ifaneli yilo elihloselwe ukumaketha ngokwazisa phezulu, ukucatshangelwa phakathi nesinqumo esingezansi. Kunezigaba ezifanayo zokuqwashisa nentshisekelo, kepha-ke kukhona ukuhlolwa, ukuzibophezela, ukuthengisa bese kuba yisigaba sokuphinda, okuyilapho amakhasimende amanje aletha khona amasha.
Ngabe ubadlulisa kanjani abantu ngalo msele? Uwakhuthaza kanjani amakhasimende akho ukuthi akhuthaze umkhiqizo wakho? Ngabe ekugcineni usivelisa kanjani isidingo? Ngezansi, sihlola isu lesisekelo lokukhiqiza isidingo eliqinile ngokwanele ukuphendula imibuzo engenhla ngokuqinisekile.
1.Dala umthengi Persona
Izici zomthengi ngamaphrofayli aqanjiwe wamakhasimende angawodwana afanele, asuselwe kwimininingwane evela empumelelweni yakho ekhona. Lawa maphrofayili azokusiza ukuthi ukhombe kangcono izikhangiso zakho, wakhe okuqukethwe okwenzelwe wena futhi ucije imiyalezo yakho ukuze ivumelane nezidingo ezithile futhi iguqule imikhondo ibe ngamakhasimende athembekile kangcono.
Imibuzo okufanele uzibuze yona lapho udala ama-personas:
- Ngubani igama labo?
- Siyini isihloko sabo somsebenzi?
- Baneminyaka emingaki yesipiliyoni emkhakheni wabo othile?
- Bangaka nani?
- Bahlala kuphi?
- Ingabe banayo imfundo? Uma kunjalo, banazo iziqu noma isitifiketi?
- Yini abayikhathalelayo? Chaza imigomo yakhe.
- Ziyini izinselelo zabo?
- Kungani lo muntu esebenzisa ibhizinisi lakho noma athenge izinsizakalo zakho? Ibhizinisi lakho lingabasiza kanjani ngezinselelo zabo?
- Yini amathuba lapha?
- Bayithathaphi imininingwane yabo?
- Baxhumana kanjani?
- Lapho benza ucwaningo, baqala kuphi?
2. Ukwakha okuqukethwe okwenziwe ngokwezifiso
Esigabeni ngasinye sefaneli yokukhiqizwa kwesidingo, udinga ukudala okuqukethwe okwenziwe ngokwezifiso. Lapho ugxila kokuqukethwe okuphezulu kwe-funnel, faka ezinye izipesheli ezinamasango ukuze ukwazi ukuthatha imininingwane yomholi wakho futhi ubheke uhambo lwabo.
marketing Okuqukethwe yilokho okushayela nokuhlinzekela okuholela kufeleni. Ekugcineni, ingenye yezingxenye ezinkulu kakhulu zesu lakho lokukhiqiza okuholela ekuthengeni. Qiniseka ukuthi okuqukethwe kwakho kuphendula amaphuzu obuhlungu bomuntu wakho; noma iyiphi inselelo umuntu wakho anayo yithuba lokuthi usize. Lapho usiza ngokwengeziwe, lapho bekuthembela ngokwengeziwe, lapho bekuthemba ngokwengeziwe, kulindeleke ukuthi bathenge kakhulu.
3. Ukuhlangana Nomuntu Wakho Lapho Bakhona
Ngemuva kokudala ama-personas akho kanye nokuchaza ngokunembile ikhasimende lakho elihle, nokwenza ucwaningo lwe-SEO, kubalulekile ukuthatha okuqukethwe kwakho okwenziwe ngokwezifiso futhi uhlangane nabo lapho bechitha khona isikhathi sabo.
Uma bethanda i-Instagram, dala okuthunyelwe mayelana nokuqukethwe kwakho okusha endaweni yesikhulumi, wenze ngezifiso isixhumanisi ku-bio yakho, sebenzisa izindaba ukutshela umuntu wakho ngalokho okukhiqizile.
Uma bethanda i-Facebook, susa ukugxila kwakho kuleyo platform bese ulungisa isu lakho lokukhangisa ngemidiya yezenhlalo ngokufanele.
Yebo, ungagxila kungxenyekazi engaphezu kweyodwa, kepha uma i-persona yakho ingachithi isikhathi ezindaweni ezithile, kungakuhle ukuthi ungatshali isikhathi, umzamo nemali kuzo zonke izindawo.
4. Ukuhola Ukulandelana Kokulandelana
Uma ukuhola sekufake igama labo ku- ifomu lesizukulwane sokuhola ukuthola isiqeshana sokuqukethwe noma ukubhalisela i-newsletter yakho, kulapho udinga ukwenza khona ukuzenzakalela kokumaketha.
Ukuhola okuvela ezingxenyeni zokuqukethwe, noma ngabe yini ucezu olungaba yilo, kunamathuba amathathu okuba mahlanu okuba kuguqulwe kunemikhondo ebandayo; ngakho-ke, qiniseka ukuthi ifomu linamathiselwe ku-imeyili ethile, enenhloso - noma ochungechungeni lokondla.
Ukulandelana kuzokwakha indlela yokuhola ehola phambili ngokusebenzisa ifaneli yokwenza okufunwayo, ngethemba lokuthi izobasondeza ekuthengeni.
Isibonelo, umholi ubeka imininingwane yakhe efomini lokuthola ukunikezwa mayelana nokuthi impumelelo yokumaketha okuqukethwe ibukeka kanjani unyaka ngemuva kokuqaliswa. Abaholayo bese bethola i-imeyili ebabonga ukulanda ngevidiyo enamathiselwe ukuze ufunde kabanzi ngemishini yokuthengisa ezenzekelayo. Umholi uzothunyelwa ama-imeyili amaningi angeziwe ngokulandelana.
5. Hola Ukushaya Amaphuzu
Amagoli okuhola ikuvumela ukuthi uhlele futhi ubeke phambili umkhondo ngokuya ngolwazi oluthile abalunikeze, noma izinyathelo ezibalulekile umholi azithathile. Ekugcineni, kukusiza ukukhomba imikhondo efaneleke kakhulu.
Imininingwane ethile ingafaka:
- Igama kanye / noma isibongo esinikeziwe
- Isihloko sinikeziwe
- I-imeyili inikeziwe
- Amafomu agcwalisiwe
- Ukuchofoza kwe-imeyili
- Ukubukwa kwemidiya
- Ukuxhumana komphakathi
- Amakhasi avakashelwe
- Amakhasi omkhankaso avakashelwe
Ngokusho kwe-Marketing Sherpa, izinhlangano ezisebenzisa amagoli okuhola zibona ukwanda ngama-77% ekubuyiselweni kwesizukulwane sazo sokuhola kutshalomali (i-ROI).
7. Ukukala nokwenza kahle
Yilapho ubona khona ukuthi isebenza kanjani imizamo yakho yokwenza izidingo. Ngokusebenzisa analytics, uzothola amandla kucebo lakho nobuthakathaka.
Nawa amanye amamethrikhi awusizo ongagxila kuwo:
- Amaphesenti okuvala
- Izindleko ngokutholwa ngakunye
- Izindleko ngokuhola ngakunye
- Usayizi wesivumelwano esimaphakathi
- Kubathathe isikhathi esingakanani ukuthenga
8. Ukuqhubeka Nokusebenzela Ukujabulisa Amakhasimende Amanje
Izindlela zakho zokukhiqiza okudingayo azipheli uma ikhasimende lakho selithengile, manje udinga ukusebenza ukuze ujabulise - futhi uhlale ujabulisa - abathengi bakho.
Ngokuya nge-bigcommerce.com, 74% yabathengi khomba igama lomlomo njengomuntu onomthelela omkhulu ezinqumweni zabo zokuthenga.
Abathengi abaphuma ngaphansi kophaneli bangaletha ibhizinisi elithe xaxa enkampanini yakho uma bekujabulela ngempela ulwazi lwabo. Ngakolunye uhlangothi lwe-spectrum, uma lawa makhasimende engazange akujabulele okuhlangenwe nakho kwawo - noma umkhiqizo - angavimbela abantu ukuthi bangene phezulu kufaneli yakho.
Qiniseka ukufaka isigaba "sokuthokozisa" kumasu akho wokukhiqiza okudingayo.
Izibonelo zokuqukethwe okujabulisayo kungafaka:
- Imibuzo ehlekisayo
- Ukulalela impendulo yamakhasimende nokuyifaka kuvidiyo noma kuma-athikili
- Ukwabelana ngokuqukethwe okusha namakhasimende wakho kuphela
Ukwakha Umbono Wezithameli Zakho
Ngokugxilisa imizamo yakho ekwakhiweni kwesidingo, usebenza ukudala isasasa ngemikhiqizo nezinsizakalo zakho. Le ndlela iholela ekutheni abantu bazi futhi bakwethembe njengenkampani, hhayi umkhiqizo owunikelayo kuphela.
Ngeminye imininingwane mayelana nokuthi ungaqala kanjani nge-automation yokumaketha, sicela Xhumana nathi or thola idemo namuhla.
