Indlela enhle yokwakha isu lokumaketha eligqame emncintiswaneni ukuqonda ukuthi izimbangi zakho zenzani. Ukwenza ukuhlaziywa kwesincintisana kukunika futhi amaklayenti akho ukuqonda okudingekayo ukuthuthukisa ukumaketha kwedijithali okuletha imiphumela. Njengenhlangano, ufuna ukusiza amaklayenti akho ukuthi azihlukanise.
Kulula ukuthi imikhiqizo ilahleke olwandle lwamawebhusayithi acishe afane nobunikazi bomkhiqizo esikhaleni sedijithali. Njengoba usiza amaklayenti ukwakha isu lawo lokumaketha ledijithali, awuwafundisi nje kuphela ukubheka amaqhinga nezindlela zabo, kepha futhi nokuhlakulela umuzwa omuhle walokho okwenzekayo emakethe yabo ebhekiswe kubo.
Kuyini Ukuhlaziywa Kombangi futhi Kungani Kunendaba?
Ukuhlaziywa kwabaqhudelana inqubo yokubheka ubunikazi obubonakalayo, ubukhona bedijithali namasu wokumaketha wamabhizinisi ancintisana nawe. Kungaphezu kokuvele ubheke nje ekhasini labo eliyisiqalo bese ubhala phansi amanothi ambalwa, noma kunjalo - udinga ukungena ujule kunalokho.
Ekujuleni kwawo, ukuhlaziywa komncintiswano kusiza ibhizinisi elilodwa ukuthi lizihlukanise nabanye embonini yakho. Isibonelo, uma usebenza esikhaleni sezimali noma sezomthetho, ungaqaphela ukusetshenziswa okuvamile kwe-navy blue kuma-logo. Usebenzisa umbala ohlukile, ofana nowolintshi noma ohlaza okotshani ogqamile, ungahle usethe ubunikazi bomkhiqizo ngaphandle kokunye.
Ukuhlaziywa kwesincintisana kunikeza amaklayenti akho ukuqonda kumaqhinga asetshenziswa abancintisana nabo. Bazofunda ukuthi iziphi iziteshi abakhona kuzo, ukuthi basebenzisani imilayezo kulezo ziteshi nokuthi babeka kuphi iningi lesabelomali sabo sokumaketha. Ngaphandle kwalokhu kuqonda, amaklayenti akho avele angaboni futhi angenza izinyathelo ezinkulu lapho kuthengiswa umkhiqizo.
Njengenhlangano, ukwenza ukuhlaziywa komncintiswano kukubeka phakathi kwezimboni zamakhasimende akho. Ungahle ungabi uchwepheshe ohlangothini lwezobuchwepheshe lwemikhiqizo yabo kanye nezinsizakalo, kepha uyisazi sokumaketha kwedijithali.
Ngokubona ukuthi izimbangi zisebenzisa kanjani amaqhinga owazi kahle ukuxoxa ngemikhiqizo abayinikezayo, uzothola ukuqonda okuhle kakhulu kokuthi ungabusebenzisa kanjani ubuchwepheshe bakho siza amaklayenti akho athole imiphumela ayidingayo.
Ngikuqedela Kanjani Ukuhlaziywa Kombangi?
Kunezindawo ezimbalwa ezibalulekile okufanele uzibheke lapho wenza ukuhlaziywa kwemincintiswano enemininingwane. Sibaphule baba yizinyathelo eziyisithupha; ungazisebenzisa zonke ebhizinisini lakho, futhi uzifake zisebenzele amaklayenti akho.
1. Qala Ngebhizinisi Lakho
Noma ngabe wenza ukuhlaziywa egameni leklayenti noma ngebhizinisi lakho, udinga ukwazi ukuthi umi kuphi nokuthi uzifaka kuphi ngaphambi kokuqala ukubuka umncintiswano. Ngokuzibheka wena kuqala, uzokwazi ukubona izindawo odinga ukuzinaka ngokukhethekile lapho ubheka izimbangi zakho.
Uma ngabe ubukade ukumaketha nganoma yisiphi isikhathi, mhlawumbe ujwayelene nakho Ukuhlaziywa kwe-SWOT. I-SWOT imele Amandla, Ubuthakathaka, Amathuba kanye Nezinsongo. Ukuhlonza amaphuzu endaweni ngayinye kulezi kungakusiza ukuthi uthole ukuncintisana. Lapho ubheka amandla nobuthakathaka, naka izinto ezithile ezingaphakathi kwebhizinisi lakho, njengezintengo zakho, iqembu lakho, imodeli yakho yesevisi kanye nenkambiso yenkampani yakho.
Amathuba nezinsongo, ngakolunye uhlangothi, ziqonde kakhulu izimo zangaphandle ongeke uzilawule. Lokhu kungafaka izinto ezinjengengxenye yemakethe engalondoloziwe, ushintsho oluvelayo embonini noma izingqinamba zomnotho jikelele ezithinta ibhizinisi lakho.
2. Khomba izimbangi zakho
Lapho usuqale ukudweba isithombe sebhizinisi lakho, udinga ukuthola ukuthi ngubani othumba amakhasimende ofuna ukuwaqondisa. Bhala labo owazi ngabo - kunethuba elihle lokuthi amanye amakhasimende akho amanje eza kuwe evela kubhizinisi lawo; kungenjalo, kungenzeka ulahlekelwe ngamanye amakhasimende kubo.
Yenza usesho oluyisisekelo amakhasimende akho angalwenza ezinkundleni zokuxhumana naku-Google. Thayipha imibuzo yokusesha ehlobene nebhizinisi lakho, imikhiqizo namasevisi. I-Google igama lebhizinisi lakho kanye namagama amabhizinisi ancintisanayo - uma kukhona abanye ongaqhudelana nabo ongahle ungabazi basebenzisa amaqhinga okunqoba, azovela kulokhu kusesha.
“Ukunqoba” kulapho ibhizinisi lizama ukubamba amakhasimende noma izethameli zomncintiswano. Enye indlela yokunqoba ivela kwizikhangiso zosesho. Isibonelo, i-Amazon ikwenza lokhu ngokubeka amalebula ayo ayimfihlo axhasa ukubekwa kwezikhangiso ngaphezulu kweminye imiphumela yosesho yemikhiqizo.
3. Beka umncintiswano
Lapho usuthole izimbangi zakho, zihlukanise zibe izingxenye ezilawulekayo ngokwendlela ebaluleke ngayo nokuthi zibaluleke kangakanani. Kunezigaba ezintathu okufanele uzikhathalele:
- Umncintiswano oyinhloko: Laba bancintisana ngqo nemikhiqizo yakho ethile noma izinsizakalo ezibhekise kubabukeli bakho abahle. Isibonelo, uma ufuna ukumaketha amateki amaNike, i-Adidas nePuma kungenzeka babe phezulu ohlwini lwabancintisana okuyisisekelo.
- Umncintiswano wesibili: Banikela ngemikhiqizo efanayo nezinsizakalo kepha bangahle bakhombe isigaba sezethameli esihlukile. Banganikela ngemikhiqizo kubakaki wamanani ahlukile (okungaba okuqhutshwa kakhulu ngokuthengiselana noma okuqhutshwa ngokunethezeka), kubenze bancintisane ngokungaqondile. Kodwa-ke, umbono wokuthi othile ushintshele kumkhiqizo wakho kusuka emncintiswaneni wesibili awukho ngokuphelele endaweni engenzeka. Izimbangi zesibili zezicathulo zakwaNike zingafaka iReebok, Skechers neVans.
- Umncintiswano wemfundo ephakeme: Kufaka namabhizinisi ancintisana ngokungaqondile nowakho noma anikezela ngemikhiqizo ehambisanayo. Lokhu kungahle kuthambekele phambili noma kungahle kwehlukanise imilayezo noma ukukhomba kakhulu kangangokuba bangabe besancintisana ngqo. Isibonelo, uLululemon kanye ne-Under Armor kungenzeka babe sohlwini lwabancintisana nabaphezulu eNike.
4. Hlola Izimpawu Zomkhiqizo Ezincintisanayo
Ukuze uqale uhlaziye izimbangi zakho ngokweqiniso, qala ngezinto eziyisisekelo. Bheka iwebhusayithi yabo, izikhangiso kanye nokutholakala kwemithombo yezokuxhumana - ikakhulukazi ukubonwa nethoni yabo.
Isibonelo, thola:
- Yiziphi izinhlobo zamafonti abazisebenzisayo?
- Yimiphi imibala efakiwe?
- Ingabe basebenzisa izithombe, noma bathembele kakhulu emfanekisweni?
- Ingabe izwi labo liyangeneka noma linegunya?
- Ingabe kungokwesiko ngokwengeziwe noma kwesimanje?
Njengoba nje ungagqoka kahle ukuxoxwa nomsebenzi ukuze ungene phakathi kwabanye abantu, ufuna ukuqiniseka ukuthi ubunikazi bomkhiqizo isendaweni efanele ngokuqhathaniswa nemikhiqizo efanayo nezinsizakalo. Lokho kusho, awufuni ukubukeka ufana - ungesabi ukwengeza ubuhle bakho obuhlukile kubunikazi bakho obubonakalayo ukuze uzihlukanise nabancintisana nabo.
5. Ama-Audit Competitor Digital Tactics
Okwamanje, awuqondi nje ukuthi umncintiswano wakho ubukeka kanjani. Udinga ukuqonda ukuthi benzani ukusetha umkhiqizo wabo futhi bakhangise izinsizakalo zabo. Qaphela ukuthi basebenzisa noma yimaphi amaqhinga alandelayo:
- Ukubhuloga kanye ukumaketha kokuqukethwe: Bheka iwebhusayithi yabo ukuthola ibhulogi bese ubona ukuthi babelana ngokuqukethwe okuvamile, okufika ngesikhathi. Ngabe kukhona ezinye izinsiza abazenzile, ezifana namaphepha amhlophe noma i-infographics, ezitholakalela ukulandwa?
- Ukumaketha nge-imeyili: Ngabe bacela ikheli lakho le-imeyili noma yikuphi kusayithi labo? Ungesabi ukubhalisela ukubona ukuthi uthola ini - indlela engcono yokuhlola ukumaketha kwe-imeyili ukuthola ama-imeyili empeleni, ukuthola umuzwa wokuthumela imiyalezo nobuningi.
- Imithombo yezokuxhumana engokwemvelo: Bheka ubukhona bezinkundla zokuxhumana zomncintiswano. Yiziphi izitolo ezikuzo, futhi zithumela kangaki esiteshini ngasinye? Yiziphi izinhlobo zokuqukethwe ezibonakala zisebenza kahle kakhulu?
- Imithombo yezokuxhumana ekhokhelwayo: I-Facebook ne-LinkedIn zombili zenza izikhangiso zomkhiqizo zitholakale esidlangalaleni. Uma ibhizinisi likhangisa ku-LinkedIn, lezi zikhangiso zizovela kukholamu engakwesokunxele ekhasini labo lebhizinisi futhi zikubonise okuphakelayo kwazo zonke izikhangiso ezisebenzayo njengamanje. Uma ufuna ukubheka i-Facebook noma i-Instagram, uzodinga ukusesha ibhizinisi Umtapo Wezikhangiso we-Facebook, ezokunikeza isithombe esigcwele semikhankaso yamanje neyedlule.
- Ukuhlela kabusha: Amathuba ukuthi, uma usebenzise noma yisiphi isikhathi kuwebhusayithi yebhizinisi, kungenzeka uqale ukukhonzwa ukhangisa ngezikhangiso ze-banner. Thwebula isithombe-skrini njengengxenye yokuhlaziywa kwakho kokuncintisana. Uma unganikezwa izikhangiso ezibuyiselwa emuva, akunakwenzeka ukuthi umuntu oncintisana naye asebenzise leli qhinga.
6. Bheka Amasiko Enkampani
Akwanele ukuhlola imikhiqizo nezinsizakalo zenkampani - futhi ufuna ukwazi ukuthi abaphatha kanjani amakhasimende abo kanye nabasebenzi. Amakhasimende we-Millennial and Gen Z ikakhulukazi akhathazekile ngokuthenga kumikhiqizo ehambelana namanani abo, ngakho-ke kubaluleke kakhulu ukuletha umyalezo oqhutshwa ngamanani.
Qala ngokubheka ekhasini elithi “Mayelana” kuwebhusayithi yomkhiqizo. Kungenzeka babhale kancane ngomlando wabo, inhloso yabo kanye nombono wabo. Qaphela la maphuzu nokuthi aqondanisa kanjani (noma awahambisani) namanani akho.
Bheka izibuyekezo ku-Facebook, Google naku-Yelp. Lokhu kukunika umuzwa hhayi kuphela wokuthi umkhiqizo uzibonakalisa kanjani, kodwa nokuthi ubonwa kanjani yimakethe. Ungahle ukhombe amathuba wokusetha umkhiqizo wakho nensizakalo yakho ngokuya ngokuya ngolwazi oluqukethwe kuzibuyekezo ezingezinhle.
Okokugcina, hlola ikhasi lenkampani Imisebenzi kanye nokuvuleka kwamanje kwemisebenzi. Bakhuluma kanjani ngamasiko abo angaphakathi? Iziphi izinzuzo abazinikeza abasebenzi? Ngabe bakhuluma kanjani ngezinhloso zabo zokukhula kwenkampani, ukuthuthukiswa kwamakhosi namasiko kulo mongo othile?
Yikuphi Ukungalungi Kokuhlaziywa Kombangi?
Ngenkathi ukuhlaziywa komncintiswano kwamukelwa kabanzi njengengxenye ebaluleke kakhulu yecebo lebhizinisi, ikakhulukazi uma kukhulunywa ngokukhangisa kwedijithali. Lokho kusho, njengezinto zonke, kukhona ukwehla nokugxeka kokuhlaziywa komncintiswano njengethuluzi lamasu.
Uma wenza ukuhlaziywa kwezincintisana egameni leklayenti njenge-ejensi yezentengiso, ungaba umphathi wezindaba ezimbi. Uma i-ejensi yakho ikumodeli yentengo yehora, amaklayenti akho angathola ukushaqeka kwesitika ngesikhathi esithathayo ukwenza ukuhlaziywa okuncintisanayo komncintiswano ukwazisa ukuma komkhiqizo. Kwezinye izimo, ukungena ngokuningiliziwe emncintiswaneni kungakhungathekisa noma kudikibalise amaklayenti. Bangagxila kakhulu kulwazi lokuncintisana futhi balahlekelwe amaqhinga abo, noma bazizwe kungafanele ukuzama ukuncintisana lapho bebona ukuthi abanye benza kangakanani.
Amanye amaklayenti e-ejensi, ikakhulukazi lawo okungenzeka ukuthi awazange abhekane nabathengisi bedijithali eqenjini labo elingaphakathi, angabuza, "Yebo, umncintiswano wethu omkhulu wenza i-X, kungani singenzi into efanayo?" Bangase babe nomuzwa wokuthi ukuhlaziywa kwabaqhudelana kunikeza "ifomula lomlingo" lempumelelo nokuthi badinga ukulingisa okwenziwa abanye.
Lokho akulona iqiniso - inhloso yokuhlaziywa kwesincintisana ngokulingana nokuqinisekisa ubukhona obungaguquguquki nokuhlonza amathuba okuhlukanisa ubukhona bomkhiqizo wakho necebo lokumaketha ledijithali. Inhloso ukwehluka, hhayi ukulandela ngqo ezinyathelweni zabaqhudelana.
Okokugcina, abanye abagxeki bokuhlaziywa kokuncintisana baveza ukuthi ukugxila kakhulu emncintiswaneni kungaholela ekucabangeni okuphendulayo kunokuba kube ngamasu. Kulula ukuthi ama-brand abone okuthile kwiwebhusayithi yomncintiswano noma kumithombo yezokuxhumana futhi azizwe kunesidingo sokuthi “enze okukodwa” akwenzayo, noma enze okufanayo.
Ukugcizelelwa, noma kunjalo, kudinga ukuhlala hhayi kubancintisi abathile kanye nemikhankaso, kepha ikakhulukazi embonini yonke. Ungavumeli isimo sezulu samanje sisibekele umcabango wokucabanga obheke phambili okumele isu lakho lokumaketha ledijithali lithathe.
Ukufaka Ukuhlaziywa Kombangi Kusebenze
Lapho usuqede ukuhlaziywa kokuncintisana, thatha imininingwane oyifundile bese uyisebenzisa. Kulula ukuhambisa idokhumende noma idokodo lesethulo obusebenza kulo izinsuku ezithile, ukuze uhlale ebhokisini lokungenayo le-imeyili uqoqa uthuli olubonakalayo.
Ngokuya ngamasu wokuncintisana nobunikazi, yenza iziphakamiso zezindlela zokuhlukanisa ukuma komkhiqizo ngenkathi uhlala ukhona eziteshini lapho izimbangi zifinyelela ngempumelelo kulabo obabhekele.
Uma ungumkhiqizo we-B2C osebenza epulatifomu ye-eCommerce futhi ubhekise kumakhasimende amancane, cishe uzogcizelela ukwenza isiqiniseko sokuthi ubukhona bakho bezokuxhumana buhambisana nomncintiswano.
Uma usebenza nomkhiqizo we-B2B kumkhiqizo noma insizakalo ebhekisisa kakhulu, cishe uzofuna ukugxila kokumaketha kokuqukethwe nemikhankaso ye-imeyili etshela indaba yomkhiqizo wakho njengoba ihlobene nabancintisana nabo.
Njengengxenye yokuhlaziywa kwesincintisana kwakho namakhasimende e-ejensi, qiniseka ukuthi ufaka izinyathelo ezilandelayo. Uzodinga ingxoxo yokulandela ukuze uxoxe ngamasu wokumaketha edijithali futhi wenze uhlelo lusebenze, kepha kufanele uthathe ukuhlaziywa komncintiswano njengethuba lokuqala le ngxoxo ezingeni eliphakeme. Kuyafaneleka nokufaka amaphuzu angeziwe we-SWOT ekugcineni kwesethulo ngokuya ngalokho okufundile ocwaningweni lwakho oluningiliziwe lomncintiswano.
Njengazo zonke izinto zedijithali, indawo yokuncintisana ihlala ishintsha. Uzofuna ukuphinda uvakashele ukuhlaziywa komncintiswano minyaka yonke - mhlawumbe ngasekupheleni kweQ4 noma ekuqaleni kweQ1 njengoba uqala ukuhlela isu lakho.
Ukuguqula Ukuhlaziywa Kombangi kube Imiphumela Yokumaketha Kwedijithali
Lapho usethule indawo yokuncintisana futhi wakhomba amaqhinga wokumaketha edijithali iklayenti lakho elidinga ukuwasebenzisa, kuzodingeka uwasebenzise. Ipulatifomu yokumaketha yedijithali emaphakathi evuselelwa yimishini ezenzakalelayo ingakusiza wenze lokho kanye.
Ipulatifomu lokumaketha ledijithali le-SharpSpring lakhiwe ngama-ejensi engqondweni. Igxila kakhulu ekunikezeni amathuluzi nokuqonda okudingayo phatha amaklayenti amaningi, sebenzisa imikhankaso futhi wabelane ngemininingwane. Uzokwazi ukwenza ezinye izinto eziqhubekayo zokuhlaziywa kwesincintisana, njengokulalela komphakathi, ngqo ngaphakathi kwesikhulumi seSharpSpring. Uzoba namandla okwakhelwe ngaphakathi analytics ukulungisa amaqhinga njengoba uhamba.
Uma usukulungele ukuthatha ukuhlaziywa komncintisanayo uye ezingeni elilandelayo futhi unikeze amaklayenti wakho we-ejensi imiphumela emihle kakhulu, ihlanganise konke ne-SharpSpring. Ukuthola okuningi ngokuhlaziywa komncintiswano, Xhumana nathi or thola idemo.
