Njenge inhlangano yokukhangisa, inhloso yakho eyinhloko ukubhalisela abantu ukuthola izinsizakalo zakho. Ungawunqamula kanjani umsindo futhi ukhombise amaklayenti angaba khona ukuthi ukhetha kahle kakhulu? Esikhathini sokugcwala ngokweqile kwabezindaba nokukhangisa okungapheli, izindlela zokumaketha zendabuko zivame ukuba nezinga eliphansi RIO. Kubalulekile ukuthola ukuthi angawagcina kanjani amaklayenti eza emnyango ngempumelelo nangendlela engabizi. Kukhona ingane (ngokuqhathaniswa) entsha ebhokisini lokumaketha elibizwa ngokuthi ukumaketha kwangaphakathi.
Le ndlela ihlanganisa amasu ezindaba amasha nezidingo zomhlaba ogxile kubathengi. Ngoba i-ejensi yakho kufanele isebenzele amakhasimende akho namakhasimende akho, kuyasiza ukuthola indlela engenayo.
Kuyini ngempela ukumaketha okungenayo?
Ukuqonda ukuthi ukumaketha okungenayo kuhluke kanjani ekumaketheni okungokwesiko okuphumayo, kufanele uqale uqonde ukumaketha okuphumayo. Ngale ndlela yakudala, abathengisi baheha ukuholela kumngcele wabo wokuthengisa ngezikhangiso noma izingcingo ezibandayo. Lokhu kubizwa ngemikhondo ebandayo. Abantu abathengisayo bese bengena ukuze “bakhulise” abaholayo futhi banqume ukuthi ngabe "bafanelekile" ngamasu anjengamakholi wokuthola nokupha. Njengoba ukuhola sekufudumala, abathengisi bakhuphula “ukuthinta” kwabo kuze kube ekugcineni ukuhola “kuyashisa” futhi kulungele "ukuguqula" (ie ukuthenga).
Le ndlela isetshenziswa kakhulu kumongo we-B2B, lapho kwesinye isikhathi ibizwa ngokuthi ukumaketha okususelwa ku-akhawunti. Okwemikhiqizo ye-B2C, nokho, le nqubo ayifani: Abathengisi bazama ukuhola phambili ukunakwa ngezikhangiso kanye nokucela, futhi ukukhangisa okuqhubekayo kugcina umkhiqizo ukhona ezingqondweni zabathengi. Ukumaketha okuphumayo kungasebenza kakhulu, ikakhulukazi ngezinga elikhulu. Izinkampani ezinjengeCoca-Cola kanye neGeico zinemikhiqizo esungulwe kahle, kepha ziyaqhubeka nokusebenzisa izikhangiso zendabuko ukugcina isithombe sazo sisha ezingqondweni zabathengi.
Ngenkathi ukumaketha okuphumayo kuzama ukunxenxa abathengi ukuthi bakhethe uhlobo lomkhiqizo kaninginingi, ukumaketha okungenayo kuvuma ukhetho lwabathengi lwangaphambilini lomkhiqizo futhi kuzama ukwakha ukwethembeka. Umkhiqizo uqobo wenza umzamo wokuzenzela ubuntu ngokubeka phambili ubuholi bawo bokucabanga kanye nendaba yenkampani, ngenkathi amakhasimende ephathwa njengezinto ezibalulekile, izinto ezisebenzayo zokumaketha kwawo kunokuba kube ngabamukeli abanganyakazi.
Isibonelo, izikhangiso zakudala, ezinjengamabhodi ezikhangiso, izikhangiso, nezikhangiso zokubonisa nge-Intanethi konke kungamasu okuphuma aphuma. Umlayezo uyahamba ngaphandle kusuka kumakethe. Abanye ochwepheshe bathi le ndlela “iyaphazamisa”: Ezentengiselwano ziphazamisa uhlelo lomuntu lwe-TV. Isikhangiso siphazamisa ukufunda kwabo umagazini noma ukuphequlula iwebhusayithi. Abathengi abaningi bafunde ukusika lezi zikhangiso, kanti abanye benza okusemandleni abo ukuziba. Imikhombandlela yokuthi amasu aphumayo akhiqizayo avame ukuba "angafaneleki," okusho ukuthi akunakwenzeka ukuthi aguqulwe abe amakhasimende.
Lokho kungenxa yokuthi amasu aphumayo anokuxhumana okuphansi nabathengi, okuholela kubathengi abaningi "ukuthenga amawindi." Bangachofoza esikhangisweni ukubona ukuthi simayelana nani (noma ngengozi), noma bashayele inombolo yamahhala ukuthola isilinganiso samahhala, bese ungalandeli. Amasu angenayo agxila ekwakheni ubudlelwano nabathengi nokubanikeza inani. Lokho kusho ukuthi ukuhola kungenzeka kakhulu ukuthi kutshalwe kulo mkhiqizo, okuqhuba ukuguqulwa.
Amasu afana nezincwadi, uhlu lwama-imeyili, imicimbi yokukhuluma esidlangalaleni, namavidiyo konke kuyisici sokumaketha okungenayo. Badonsa abathengi in futhi ubakhuthaze ukuthi bahlanganyele futhi babelane. Ngempela, ukuhanjiswa kuyisu lokumaketha elisebenza ngempumelelo emangalisayo. Amakhasimende omkhiqizo anecebo elingenayo angazizwa enamandla okuthembeka kulo mkhiqizo.
Omunye umehluko omkhulu phakathi kokukhangisa okuphumayo nokungenayo ukuthi i-funnel ihlukaniswe ngamazinga ahlukene. Ukuhola kufanele kuphathwe ngokuhlukile kuya ngokuthi bawela kuphi kufele. Ngokungafani nokumaketha okuphumayo, lo faneli oguquliwe uthatha ukuthi eminye imikhondo isivele ifike “kushisa”: Bakulungele ukuthenga noma ngabe akubanga khona ukuthintwa kwangaphambilini nenkampani.
Abanye abathengisi abangenayo bayashiya ifaneli yakudala futhi baphathe amakhasimende abo njengengxenye yomjikelezo. Esikhundleni sokuheha “umkhondo” emlonyeni wefaneli futhi “uwondle” aze akhafule njengamakhasimende akhokhelayo, le ndlela igxila ekunyuseni amakhasimende ngomjikelezo wokuheha, ukuthenga, ukudlulisela nokwethembeka.
Izinkampani akudingeki zikhethe phakathi kwamasu angenayo naphumayo. Izinkampani eziningi ezinkulu, njenge-Apple ne-Nike, zisebenzisa zombili izindlela zokusizakala kwazo. Kodwa-ke, amabhizinisi amancane, ikakhulukazi lawo adinga ukubeka phambili ubudlelwane bamakhasimende, azozuza ekutholeni isu elingenayo.
Kungani Ama-ejensi Adinga Ukumaketha Okungenayo
Ama-ejensi abambe isikhundla esingajwayelekile emhlabeni wezokumaketha: Kufanele bakhangise ngezinsizakalo zokumaketha kubantu. Imvamisa, zisebenza kumthamo we-B2B, yize ezinye ziphinde zisebenzele abathengi ngabodwana, njengabantu abafuna ukwakha umkhiqizo wabo. Lokho kusho ukuthi amasu wendabuko, asuselwa kuma-akhawunti kungenzeka angasebenzi njengenqubo engenayo, yokwakha ubudlelwano.
Imvamisa, abathengisi bendabuko be-B2B babengafinyeleli kubantu abafanele ngecebo eliphumayo. Bebefinyelela abasizi abakhulu noma abanye abathengisi, kunabantu abangahle benze izinqumo egameni lenkampani. Kwakukhona futhi nenkinga yomsindo elula: Kubo bonke abathengisi ababhekene nezinkinga ababiza amakhasimende ngokuthi ngabamele i-akhawunti, kwakukhona abanye abahlanu ababemi kulayini. Ekugcineni, abantu bafunda ukungazinaki izindawo zokuthengisa.
Ubudlelwano obunenzuzo be-B2B buphuma ekuzuzeni bobabili nokwakha inani. Amasu afana nokukhuluma engqungqutheleni noma ukusabalalisa ama-ebook ayizindlela ezisebenza kangcono kakhulu zokushayela izinqumo zokuthenga. Kuma-ejensi, le minikelo yamanani aphezulu ibaluleke kakhulu ngoba lelo iphuzu labo lokuthengisa eliyinhloko. Ama-ejenti athengisa isethembiso senani. Uma bengakwazi ukuzihlinzeka ngokwabo, kungani inkampani kufanele ibhalise nabo?
Indlela ejikelezayo eya kumakhasimende kucebo elingenayo iphinde isekele ubulungu noma imodeli yokubhaliselwe, okuyilokho okuyizinhlangano okugxila kuko. Njengoba nje abantu bangakhansela ukubhaliswa kwabo kwinsizakalo yokusakaza ngemuva kokuyeka ukunikeza inani, inkampani ingalahla i-ejensi yayo yezentengiso uma ingaboni imbuyiselo kutshalo-mali lwayo. Kodwa-ke ama-ejensi kufanele "ahambehambe": Ngemizamo yawo, kumele azuze i-ROI ephezulu, ezinamasu wokumaketha angenayo anakho, nokuzibophezela ekwakheni inani labanye abantu. Indlela engenayo ibalulekile ekutholeni amaklayenti ahlala isikhathi eside.
Hlola Ingxenye 2 yezindlela zethu zokukhangisa ezingenayo zama-ejensi!
