Inkulumo ethi “uhlelo lokumaketha” ingasho izinto eziningi, kusukela kuhlelo lwakho lomkhankaso wenkundla yezokuxhumana/wesikhangiso kuya kumugqa wakho wokukhulisa oholayo kuya ezinhlosweni zakho zamasu zizonke. Ngokufanelekile, uzohlanganisa wonke lawa maqhinga ngesu elihlangene. Futhi lokhu kuzoba uhlelo lwakho lokumaketha lwezinhlamvu ezinkulu!
Lokhu kungaba umsebenzi onzima, ikakhulukazi uma ufuna ukukhula noma ukukhulisa ibhizinisi lakho (noma leklayenti lakho). Kuhlala kungcono ukuhlela kuqala, uthathe isinyathelo okwesibili! Ikakhulukazi uma ufuna ukwandisa isabelomali sakho, njengoba kungenzeka wenze.
Sesikushilo lokho, ake sihlole izici ezibalulekile zohlelo lokumaketha oluqinile - isinyathelo ngesinyathelo.
Luyini Uhlelo Lokuthengisa, futhi Luhlanganisani?
Azikho izinhlelo zokumaketha ezimbili ezifanayo. Ngokuya ngomkhakha wakho, imodeli yebhizinisi, nezithameli eziqondiwe, uzoba nengxube yakho yeziteshi, imigomo, namaqhinga okuqondanisa umkhiqizo. Nokho, izinhlelo eziningi zokumaketha zinezigaba ezingu-9 ezibalulekile ezizoqondisa isu lakho.
Imigomo Yokuthengisa Yebhizinisi Lakho
Iyini inhloso yokuhlela uma ungahlangabezani (futhi udlule!) izinjongo zakho? Isisekelo sohlelo lwakho lokumaketha sihlanganisa izinhlelo eziyinhloko zebhizinisi lakho - okungenani mayelana nokumaketha.
Nquma ukuthi yini ongathanda ukuyifinyelela mayelana nokwakhiwa komkhiqizo. Ingabe ukukhangisa okukhokhelwayo, ukukhula kwenkundla yezokuxhumana, izivakashi zewebhusayithi? Njalo njalo. Uhlaka lwe-SMART lungakusiza ukuthi uhlele lezi zinhloso. I-SMART imele okuthi Specific, Measurable, Attainable, Relevant, and Time-Bound.
Isibonelo, "Thola abalandeli abaningi ekhasini lebhizinisi lethu le-Twitter" akuyona inhloso echazwe kahle. Inguqulo ye-SMART ingase ifundeke kanje: “Thola abalandeli be-Twitter abayi-1,000 2 ekupheleni kwe-Q2022 XNUMX.” Uzobe usukala ukukhula komlandeli wakho ngezikhathi ezithile kuze kufike lowo mnqamulajuqu.
Ungakhohlwa ukumemezela izinzuzo zokufinyelela lo mgomo. Yilapho "okufanelekile" kungena khona. Ingabe umgomo wakho we-Twitter uzokusiza ukushayela ithrafikhi yewebhu eyengeziwe? Sungula igunya lomkhiqizo wakho? Umongo uyikho konke!
Khomba Amakhasimende
Ziningi izindlela zokuchaza izethameli ozihlosile. Njengoba ukumaketha ekugcineni kumayelana nokuxhumana namakhasimende angaba khona, lesi isinkwa nebhotela sesu lakho lokumaketha. Kungakhathaliseki ukuthi imboni yakho noma imodeli yebhizinisi, kufanele nakanjani ukwazi izethameli zakho ngaphambi kokuthi uzame ukuzifinyelela.
Izinkampani eziningi zakha umthengi “umuntu.” Lokhu ukwakhiwa kokucatshangelwa okuchaza ikhasimende lakho elifanelekile. Uma izethameli zakho eziqondisiwe zihlanganisa amasegimenti amaningana ahlukene, ungakha umuntu ohlukile wento ngayinye. I-persona ingase ihlanganise noma yikuphi kokulandelayo, kuye ngemboni yakho kanye nokunikezayo:
- Ubudala
- Ubulili
- Indawo Yendawo
- Imfundo
- Ubungcweti/Imboni
- Okokuzilibazisa Okuyintandokazi Nemisebenzi Yomphakathi
- Imibono yomhlaba/yezenkolo, eyefilosofi, noma yezepolitiki
- Imidiya Ekhethwayo, Iziteshi Zomphakathi, Nemithombo Yolwazi
- Izifiso Eziyinhloko/Amaphuzu Obuhlungu/Izifiso
Njengoba sizoxoxa maduzane, kubaluleke kakhulu ukwazi ezimbili zokugcina. Akukho nzuzo ekukhangiseni ukhilimu wakho wezinduna kulabo abangenawo ama-acne noma ukusetha ikhasi le-Facebook uma iningi lezithameli zakho liku-TikTok noma i-Snapchat.
Enye imodeli yi- I-Ideal Customer Avatar aka i-Ideal Client Avatar (ICA), evame ukusetshenziswa ngamabhizinisi asekelwe kusevisi. Njengoba igama liphakamisa, le modeli ichaza umuntu ofanelekile ongathanda ukumthola - umuntu okungenzeka ukuthi afune futhi abhukhe amasevisi akho. I-ICA ivame ukuchazwa kalula ngemva kokuba usunebhizinisi isikhathi eside. Ngaleyo ndlela, ungakwazi ukufaka iphrofayili amakhasimende akho avamile.
Kunoma ikuphi, uma uchaza izethameli ozihlosile, kubalulekile ukuziqondanisa nesimo semakethe yebhizinisi lakho. Cishe ukuchaze lokhu ohlelweni lwakho lwebhizinisi lulonke. Uma kungenjalo, noma uma udinga ukudala uhlelo lokumaketha lwekhasimende, cabanga ukuthi yiziphi izidingo noma ofuna ibhizinisi lizifeze. Bese, buyisela emuva lezo zifiso zibe umuntu wakho.
Bonke abantu/ama-avatar kufanele bahlangabezane nalezi ziqu ezimbili:
(A) izinhloso zabo eziyinhloko, izifiso, namaphuzu obuhlungu angaxazululwa ngokunikela kwebhizinisi lakho
(B) izintshisekelo zabo, indawo, ubudala, isimo sezomnotho, kanye nokuziphatha komphakathi kubeke endaweni lapho bengathola khona ibhizinisi lakho
Isibonelo, ungakhomba abafundi bekolishi le-Gen Z abakhathalela impilo konke okufunayo, kodwa kungenzeka ukuthi abazimisele noma abakwazi ukuthenga okokusebenza kwakho kwejimu yasekhaya. Akufanelekile isikhathi sakho ukuthola ukuthi ungamaketha kanjani kubo.
Ngakolunye uhlangothi, qiniseka ukuthi uqondanisa ubuntu bakho nesimo sakho semakethe. Ungase ucabange ukuthi abanikazi bezindlu abaneminyaka ephakathi abahola izibalo eziyisithupha bayi-ICA yakho, kodwa empeleni, ukunikela kwakho kufanelana kangcono nabaqashi beminyaka eyinkulungwane abadinga imishini yokufaneleka engadingi ukuguqulwa kwendlu.
I-Marketing Plan Isibonelo: I-ICA kanye nezifanekiso ze-Persona Marketing
Nali igridi ewusizo yokwenza imephu ye-avatar yekhasimende/yekhasimende efanelekile.
| Izibalo zabantu | I-Sociographics | Psychographics |
|
Ubudala: Ubulili: Ubungcweti/Imboni: Ileveli Yezemfundo: Indawo: |
Isimo sakho somshado: Ukuzilibazisa Nezintshisekelo: Amanethiwekhi Omphakathi Ancanyelwayo: Lapho Bachitha Khona Isikhathi: |
Ukubuka komhlaba/Amanani: Izifiso: Imithombo Ethembekile Yolwazi: |
|
Imigomo: Idinga: |
Izinselelo Namaphuzu Obuhlungu: |
Ukuphikiswa Okujwayelekile: Ukwesaba Nokukhungatheka: |
Futhi nasi isifanekiso sohlelo lokumaketha lomuntu ohlosile:
| Ukuqwashisa | Ukucabangela | Isinqumo |
| Izidingo Nezidingo Zokuhlangana | Amanani Okufanele Uwaqinisekise | Izifiso Zokufeza |
| Izinselele Okufanele Zixazululwe | Ukukhungatheka Okufanele Ukugweme | Iziphikiso Zokunqoba |
| Imigomo Okufanele Uyifinyelele | Izinzuzo Zokuthola | Izici Eziyinhloko Zesinqumo |
Ukuhlaziywa komncintiswano
Akulona ibhizinisi ngaphandle kokuncintisana. Kuzohlala kunezinye izinkampani ezikhalela amakhasimende afanayo owafunayo. Izindaba ezinhle ukuthi, kunezindlela ezimbalwa zokwenza umkhiqizo wakho uhluke - futhi zonke ziqala ngokuqonda izimbangi zakho ukusuka phezulu kuye phansi.
Cishe uchaze izimbangi zakho ohlelweni lwakho lwebhizinisi, kodwa kufanelekile okunye ukubukeka okuqondene ngqo nesu lakho lokumaketha. Umuntu ongase abonakale eqhudelana naye oshisayo ephepheni angase abe nobukhona obubuthakathaka benkundla yezokuxhumana - obungakuvumela ukuthi uzuze ukubusa kulokho. Ngendlela efanayo, inkampani enemikhiqizo engekho emthethweni ingase ifune isabelo sengonyama uma ingakwehlula ekukhangiseni. (Isibonelo, abathengisi abaningi babhekana nempi eqhubekayo nesayithi elithile le-eCommerce elinetimu yomfula.)
Lapho uhlola izimbangi zakho, qaphela impumelelo yabo, izithiyo, kanye nemikhawulo. Bheka izikhala ongazigcwalisa noma izingxenye zezethameli/iziteshi zokumaketha lapho ungathola khona inzuzo. Nansi eminye imibuzo ongayibuza mayelana nesimbangi ngasinye:
- Injani iwebhusayithi yabo/ukuba khona kwedijithali, ngokwesitayela, ukuzibandakanya, nezinga lomsebenzi?
- Ngabe izethameli zabo ezifanele zihluke kanjani kwezami? (isb, i-ICA yabo ingumama osebenzayo, kuyilapho izethameli zakho ezihlosiwe zihlanganisa bonke omama)
- Ingabe bathembele kumaqhinga aphumayo (isb., izikhangiso ezikhokhelwayo, imiyalezo ebandayo, i-PR) noma amasu angenayo (isb, amavidiyo omphakathi, odonsa abaphambili, imikhankaso eyingozi)?
- Ubani obonakala esebenzisana nezinkundla zokuxhumana, futhi labo bantu baqhathanisa kanjani ne-ICA yami?
Bhala amanothi kunoma yiziphi izici ezididayo noma ezingathuthukisiwe zobukhona bomkhiqizo wabo, ikakhulukazi uma lokho kungacasula i-ICA yakho eyabiwe. Ngokufeza izidingo zezithameli ozihlosile, ungazimisa njengomkhiqizo ophoqelela kakhulu. Isibonelo, lowo oqhudelana naye angase aqondise abalandeli bobuhle be-eco-minded - kodwa awekho amakhasi wabo womkhiqizo wezimonyo abhala izithako. Uma wenza kanjalo, uzoqondanisa iwebhusayithi yakho ngokushesha nokukhathazeka kwakho okukhona kwe-ICA ngalokho.
I-Marketing Plan Isibonelo: Ukuhlaziywa Kwezimbangi
Nali ithebula eliwusizo lokuhlola izinzuzo nezimbangi zakho.
| Okubalulekile Ekubhekiseni Izithameli | |||
| ongaphakeme | Lokulingene | High | |
| Esikwenzayo Abakwenzi | |||
| Esikwenza Kangcono Kunabo | |||
| Esikwenzayo Ngokulinganayo Kahle | |||
| Abakwenza Kangcono Kunathi | |||
| Abakwenzayo Esingakwenza | |||
Ukuhlaziywa kwe-SWOT
Ukuhlaziya kwakho kwe-SWOT wukubheka ngobuqotho amandla ebhizinisi lakho, ubuthakathaka, amathuba, nezinsongo. Futhi, kungenzeka ukuthi wenze lokhu ohlelweni lwakho lwebhizinisi, kodwa ake siphinde sivakashele i-SWOT ukuze simakethe (noma egameni leklayenti lakho).
Uma usuhlaziye izimbangi zakho (okuyingxenye yezinsongo zakho), kufanele ube nombono omuhle wokuthi amandla ebhizinisi lakho angakubeka kanjani enzuzweni. Hlanganisa lawo mandla ngokuya ngokuba khona kwakho kokumaketha. Uzokwazi ukukhiqiza okuqukethwe komphakathi kwenani eliphezulu? Qalisa izikhangiso ezithengekayo ngamagama angukhiye omncintiswano ophansi? Ukubona lawa mandla kuzokusiza ukuthi ubeke phambili amasu akho okumaketha.
Thembeka nangobuthakathaka bakho. Ingabe isabelomali sakho sokumaketha siminyana kakhulu ukuthi ungatshala ezikhangisweni ezikhokhelwayo? Uma kunjalo, cabanga ukuthi amandla akho angasiza kanjani ukulungisa isu lakho (isb, unedatha yekhasimende enhle ongayisebenzisela ukukhomba kabusha imikhankaso). Ingabe ubuwena bomkhiqizo wakho budidekile? Uma kunjalo, ungakucacisa kanjani ukubaluleka nenjongo yakho ezilalelini zakho?
Amathuba angase afake iziteshi zedijithali ongazibusa ezithamelini oziqondise kanye nobuchwepheshe obusha obuzokwenza imikhankaso yakho isebenze kahle. Kufanele futhi ucabangele ukuthi iziteshi ezithile noma amaqhinga akunikeza i-ROI enhle yini. Uma kungenjalo, lokhu kungase futhi kube "izingozi" empumelelweni yakho yokumaketha.
Uhlelo Lokuthengisa Isibonelo: SWOT
Nali ithebula eliwusizo elizokusiza ukukhomba amandla ebhizinisi lakho noma iklayenti, ubuthakathaka, amathuba, nezinsongo.
| Ngaphakathi | |||
| Positive |
Amandla [isiphakamiso senani lakho] [isisekelo samakhasimende akho] [ubuchwepheshe bakho]
|
Ukubuthakathaka [ukungalungi kahle komkhiqizo wakho] [imikhawulo yakho] |
Negative |
|
Amathuba [ikhono lakho lokuzungeza noma ukunweba] [izindlela zakho zokukhula] |
Izinsongo [izindawo zakho zokuntula ulwazi] [imikhawulo yakho ekukhuleni] |
||
| Ngaphandle | |||
Isu Lokumaketha
Uma usuzihlolile izithameli zakho ozihlosile, oqhudelana nazo, iziteshi ezifanele, nendawo, yisikhathi sokukuhlanganisa konke. Ingxenye yesu lemakethe yohlelo lwakho lokumaketha iqondisa imikhankaso yakho yonke kanye namaqhinga. Ngokuvamile kufaka phakathi "ama-Ps ayisikhombisa okuthengisa," okuyilawa:
Product: Lokhu cishe kuyazichaza. "Umkhiqizo" wakho, vele, uwumnikelo owumongo owubeka ngaphambi kwezithameli zakho ozihlosile. Kufanele inikeze isisombululo ezifisweni zabo ezicindezela kakhulu namaphuzu obuhlungu.
Price: Uma usetha iphoyinti lakho lentengo, cabanga ukuthi lihambisana kanjani nokuncamelayo kwe-ICA. Ingabe bazozamukela izindleko zenani abalitholayo? Ulethula kanjani inani kanye nenani lomnikelo wakho, futhi lokho kuqhathaniswa kanjani nezimbangi zakho?
Indawo: Lapho udala abantu bakho, bekufanele ngabe ukhombe lapho amakhasimende akho afanelekile achitha khona isikhathi, ngokomzimba nangokoqobo. Yiziphi iziteshi ezizokusiza ukuthi uthole umkhiqizo wakho phambi kwazo? Ngaphezu kwalokho, bangathenga kuphi? Isibonelo, izethameli zakho zingasebenza ku-Facebook, kodwa lokho akusho ukuthi ziyakwazi ukuthenga lapho. Kungakho kubalulekile ukuqonda uhambo lokuthenga lomuntu ngamunye - ikakhulukazi uma usebenzisa isu lokumaketha i-omnichannel.
Isikhundla: Umkhiqizo, Intengo, kanye Nendawo yonke okuphakelayo endaweni yakho yemakethe, okungukuthi, indawo ethile oyinikezayo kanye nezikhala ozigcwalisayo. Ingxenye yokuma yecebo lakho lemakethe ichaza ukuhlangana komnikelo wakho, isikhalazo, kanye nenani lilonke. Kusemqoka kakhulu ukuzehlukanisa nezimbangi zakho.
Ukukhuthazwa: "Iphromoshini" ichaza ukuthi uwuthola kanjani umkhiqizo wakho phambi kwezithameli ozihlosile. Ingabe ugxile ekukhangiseni "okuphazamisayo", njengezikhangiso ezikhokhelwayo nokuqukethwe okuxhasiwe? Ingabe usebenzisa abathengisi noma abathonya? Futhi, lezi zinqumo zincike ngokuphelele kumakhasimende akho afanelekile, lapho achitha khona isikhathi, nokuthi athatha kanjani izinqumo zokuthenga.
Abantu: Uchithe isikhathi esiningi ufunda abangaba amakhasimende akho. Manje, hambisa ukugxila eqenjini lakho. Ubani ozokwenza imisebenzi esesu lakho lokumaketha? Ayini amakhono abo? Bangayifeza kanjani kangcono indima yabo? Abanikazi bamabhizinisi abaningi bayakhohlwa ngalokhu, futhi kungakabiphi, bathola imikhankaso yabo idonsa kanzima ngenxa yokuthi abatholanga abaklami abafanele, abakopishi, abadayisi bokuthengisa, njll.
Ukupakishwa/Ubufakazi Bomzimba: Ungasho konke okufunayo ngomkhiqizo wakho, kodwa uma isethulo sakho singahlangani nezethameli zakho ozihlosile, uzozabalaza ukufinyelela kuzo. Njengoba isisho sisho, isithombe sibiza amagama ayinkulungwane. Izimpawu zakho ezibonwayo zizonke (ukupakishwa komkhiqizo, ubuhle bedijithali, ukwakheka kwesitolo, njll.) kudlala indima enkulu empumelelweni yokumaketha kwakho. Kwakha ukuqashelwa, okubuye kukhulise ukwethembana nokwethembeka phakathi kwamakhasimende akho.
Ukusiza Amakhasimende Akho Akha Uhlelo Lokuthengisa Lokukhula Okukhudlwana
Uma iklayenti libhukha i-ejensi yakho ukuze likusize ngokumaketha, ngokuvamile alikadluli kuzo zonke izinyathelo ezingenhla. Ngokuvamile, baye bagxila ohlelweni lwabo lokuya emakethe esikhundleni sohlelo lwabo lokumaketha! Ukubaqondisa ohlelweni kungabasiza ukuthi bacacise izinhloso zabo futhi babone namathuba amasha.
Sekushiwo lokho, ungalindeli ukuthi bazi lonke ulimi namasu okumaketha. Esikhundleni salokho, qoqa imininingwane mayelana nezithameli eziqondiswe kubo, amakhasimende afanelekile noma amaklayenti, izimbangi kanye nemigomo. Ukuba nengxoxo kungabakhanyisela kakhulu kunokubanika ishadi okufanele baligcwalise.
Ukuveza amandla nobuthakathaka babo, buza imibuzo yamasu:
- Ingabe akhona amaqhinga okuthengisa noma iziteshi zokumaketha onomuzwa wokuthi azikulethi imiphumela?
- Uchitha kuphi imali eningi, futhi iyini inzuzo yakho ngalokho?
- Yimiphi imibuzo nezinkathazo ozizwa kakhulu ezilalelini zakho?
- Yiziphi izici zebhizinisi lakho onomuzwa wokuthi abantu abaziqondi?
- Ingabe ikhona imisebenzi ethile yokumaketha noma yokuthengisa ethatha isikhathi esiningi?
Siza amakhasimende akho aqonde ukuthi uhlelo lokumaketha luwumhlahlandlela wawo wokuthola amakhasimende awo angcono kakhulu. Abanikazi bamabhizinisi abaningi baphambanisa ukumaketha nokuthuthuka. Ngenkathi kunjalo izisekelo imisebenzi yabo nokuthengisa, ukumaketha imayelana ukwakha uphawu oluqinile - ekhuluma futhi eheha izethameli zabo ezifanele. Uhlelo oluhle lokumaketha lugxile ekutheni ungakha futhi ugcine kanjani lokho kuxhumana.
Sebenzisa amandla e-Marketing Automation
Kungakhathaliseki ukuthi uzakhela uhlelo lokumaketha wena noma iklayenti, cishe ufuna ukunciphisa izindleko ngangokunokwenzeka. Ngenxa yokwanda kokumaketha kwedijithali, amaqhinga amaningi asebenzayo athengeka kakhulu. Nokho, ukumaketha kusadinga isikhathi esiningi - futhi lokho kungavimbela iqembu lakho ukuthi ligxile esu elikhona!
I-automation ikhulula uhlelo lwakho futhi iqinisekise ukunemba. Njengomthetho wesithupha, uma kungadingi ukuthintwa komuntu, vumela ama-bots akwenze. Amathuluzi amasha wokumaketha azenzakalelayo angaphatha yonke into kusukela ekulandeleni kokudonsa kwe-imeyili ukuya ekuthumeleni komphakathi. Lokhu konga amahora amaningi futhi kunciphisa amathuba okuba namaphutha nemikhondo elahlekile.
Futhi, ukuzimaketha kokumaketha kunciphisa ukusetshenziswa kwakho konke komkhankaso, okuthuthukisa i-ROI yakho futhi kukuvumela ukuthi ukhulise imizamo yakho. Uma ukubuyisele emuva ukumaketha kwakho kwedijithali ngenxa yokukhathazeka ngesabelomali, bheka ku-automation njengendlela yokuqhuba imikhankaso esimeme.
Le nzuzo yinto ongayidlulisela kumakhasimende akho, uma ikhona. Awukwazi kuphela ukuphatha umthwalo ophezulu womkhankaso kodwa futhi ulethe imiphumela engcono kumakhasimende. Bheka wethu uhlelo lweklayenti lokuzenzakalelayo lokumaketha ukuze uqale ukusebenzisa lobu buchwepheshe ku-ejensi yakho.
Ukufaka phezulu
Uhlelo lokumaketha lungase lubonakale njengomsebenzi omningi - futhi ngokweqiniso, lungaba njalo. Kodwa-ke, kuyifanele imizamo yakho ukuze ucacise inani lebhizinisi lakho noma leklayenti futhi uliveze ngempumelelo kubabukeli bakho abafanelekile. Futhi, ingakusiza ukuthi ubone amathuba okuthuthukisa i-niche yakho, ugweme amasu okumosha, nokuvala izikhala zemakethe ... konke okukunika amandla okuthuthukisa inzuzo yakho noma iklayenti lakho.
