Abathengisi abahle bayazi ukuthi akuwona wonke amasu adalwe alingana. Impela, amasu amaningi ayasebenza kuzo zonke izimboni, njenge social media futhi ukumaketha nge-imeyili Kodwa abathengisi basadinga ukuqonda izethameli zabo nokuthi yimaphi amasu okubasebenzela.
Uma kukhulunywa ngomehluko wokumaketha kwamabhizinisi e-B2B vs B2C, konke kuza ekukhetheni amasu alungile. Kunjalo, zombili izinhlobo zamabhizinisi ziphromotha imikhiqizo noma amasevisi ukuheha amakhasimende. Kodwa kunomehluko omkhulu endleleni abakhuluma ngayo nezilaleli zabo ezimbili ezihluke kakhulu.
I-B2C, okusho ukuthi ibhizinisi-kuya-kumthengi, amabhizinisi athengisa ngqo kumthengi. Abantu abathenga kulezi zinhlobo zamabhizinisi ngokuvamile bathenga izinto abazozisebenzisa. Lokhu kusho ukuthi abadingi ukufaka omunye umuntu ohlelweni lokuthatha izinqumo. Abakhangisi balezi zinkampani bazoba nababukeli abaningi abanezibalo zabantu ngokusekelwe ekutheni ubani ongase asebenzise imikhiqizo yabo.
I-B2B, okusho ukuthi ibhizinisi-kuya-ibhizinisi, izinkampani ezithengisa ngqo kwezinye izinkampani. Izibonelo zamabhizinisi akulesi sigaba zifaka abathengisi bezitolo, izinkampani zesofthiwe yebhizinisi, nabathengisi bebhizinisi. Kubathengisi be-B2B, lokhu kusho ukuthi umlayezo ukhuluma ngokuqondile nomenzi wesinqumo noma obambe iqhaza enkampanini. Ulimi lokumaketha kufanele lugxile kakhulu ekongeni isikhathi, ekwandiseni inzuzo, nasekunciphiseni izindleko.
Iyiphi imodeli yebhizinisi inkampani eyamukelayo izoncika ezinhlosweni zabo. Kodwa ukuqonda umehluko kubalulekile kubakhangisi ukuthi bakwazi ukuqhuba imikhankaso eyimpumelelo.
I-B2B Marketing vs B2C Marketing
Ake sihlukanise umehluko omkhulu phakathi kwebhizinisi le-B2B ne-B2C nokuthi liwathinta kanjani amasu okumaketha. Amaqhinga amaningi azokwedlula, kodwa yimaphi amasu asetshenziswa ukuguqula umkhondo ngempumelelo angahluka kakhulu phakathi kwakho kokubili.
Inhloso yomthengi kanye nokwenza izinqumo
Lapho unquma ukuthi yimaphi amasu ozowasebenzisa, qiniseka ukuthi ugcina inhloso yomthengi kanye nenqubo yokuthatha izinqumo engqondweni.
Njengabathengi, senza ukuthenga okuningi okuncane isonto lonke okukhuthazwa ukuswela. Abathengi ngabanye benza izinqumo zokuthenga ngokushesha ezisuselwe ezidingweni zabo, abakudingayo, kanye nemizwelo. Lokhu kusho ukuthi amabhizinisi e-B2C angazuza kakhulu kumaqhinga athengiswe kakhulu kanye nenqubo yokukhokha esheshayo, engashayisani. Abakhangisi be-B2C bangasebenzisa nolimi oluvusa imizwa
Vele, akuwona wonke amabhizinisi e-B2C anikezela ngezinto ezinamanani aphansi. Izinkampani ezinenani eliphakeme le-oda elimaphakathi (i-AOV) kufanele zihlelele inqubo yokukhokha enwetshiwe. Lokhu ngokuvamile kuzobandakanya imfundo ethile noma khulisa imikhankaso. Isibonelo, abadayisi bezimoto balindele ukuthi amakhasimende azobe enze ucwaningo futhi athintana nabangane ngaphambi kokuza azobuka umkhiqizo. Kodwa ekugcineni kusewukuphela komuntu obhekene nesinqumo sokuthenga.
Amabhizinisi e-B2B, ngakolunye uhlangothi, anesikhathi eside sokucatshangelwa esingabandakanya abantu abaningi neminyango. Ngokokunye ukuhlola, kungathatha isilinganiso 7 ababambiqhaza ukusayina isinqumo. Futhi kukhona okungenani izinyathelo ezi-5 ohlelweni lokukhetha umdayisi. Lokho kusho ukuthi amabhizinisi e-B2B kufanele afakazele ukuthi ayangena ezinhlosweni ezibanzi zenkampani zokukholisa wonke umuntu ohililekile ukuthi athuthe ayothenga.
I-Lifecycle Yekhasimende
Omunye umehluko obalulekile phakathi kwe-B2B vs B2C marketing isikhathi esingakanani ikhasimende liyikhasimende. Amabhizinisi e-B2B anomjikelezo wempilo omude kakhulu lapho amakhasimende ehlala khona iminyaka futhi akhe ubudlelwano nenkampani kuyilapho amabhizinisi e-B2C ebona inqwaba yamakhasimende esikhathi esisodwa.
Imodeli ngayinye yebhizinisi ijwayele ukutshala imali ngendlela ehlukile ekuhlinzekeni amakhasimende, imfundo, kanye nokukhulisa ukuhola. Nakuba zombili izinhlobo zezinkampani zingasebenzisa wonke amasu afanayo, ukuthi ziyinkimbinkimbi kangakanani nokuthi zingena kuphi emjikelezweni wempilo yekhasimende kuzohluka.
Isibonelo, ibhizinisi elithengisa isofthiwe kwamanye amabhizinisi lingase ligxile kwezemfundo ama-webinars noma ama-eBooks ukukhombisa ukuthi umkhiqizo ungonga kanjani isikhathi nemali nge umkhankaso wokudonsa nge-imeyili wokulandela enikeza futhi amathuluzi, izinsiza, namademo. Elinye lamaphoyinti okuthengisa lingase libe ukusekela okuqhubekayo okungenamkhawulo noma inqubo elula yokugibela.
Ibhizinisi elidayisa izikibha ngakolunye uhlangothi ngeke lidinge ukuthi liphathe ama-webinars okufundisa ahola indlela yokwenza isikibha, kodwa kufanele batshale imali ekuthwebuleni izithombe ezinkundleni zokuxhumana ezikhombisa izindlela zokuyisitayela. Isitolo se-e-commerce sizothola inani elithe xaxa ekuqasheni ithimba lesevisi yekhasimende lezinga lokungena ngemibuzo eyisisekelo ngokuphambene nabameleli bezinsizakalo zamakhasimende abazinikele ekuthengisweni ngakunye.
Ulimi Lokuthengisa Nokuqukethwe
Njengabathengi, siyathanda ukushesha kwe-dopamine kokuthenga okusha futhi sivame ukuthenga izinto ngokusekelwe endleleni ezisenza sizizwe ngayo, hhayi uma zithengwa ngobuhlakani noma cha. Lokho kusho ukuthi abakhangisi bamabhizinisi e-B2C bazama ukusenza sihleke, sikhale, noma basikhumbule ngemiyalezo yabo. Lapha ulimi nemifanekiso kungase kube ubuwula noma okusuka enhliziyweni ngaphandle kokugxila kakhulu ezinzuzweni zomkhiqizo.
Izinkampani ze-B2C zinenkululeko yokudala eyengeziwe uma kuziwa ekukhangiseni. Kumabhrendi athile, ukwenza isitayela umkhiqizo ngezindlela ezihlukene kwanele ukuwenza udayiswe. Lolu hlobo lokumaketha aludingi ukuqhutshwa yigugu.
Amabhizinisi e-B2B aphambene. Ngenxa yokuthi umkhiqizo udinga ukuba yimpahla yebhizinisi, ulimi lokumaketha luvame ukuqhutshwa yizinzuzo. Okuqukethwe kokumaketha kufanele kubonise ukuthi umkhiqizo noma isevisi ingenza kanjani izimpilo zabasebenzi zibe lula, yonge isikhathi nemali, futhi ibe utshalomali olubalulekile.
Kokubili ulimi nokuqukethwe kufanele kugqamise umkhiqizo noma izici zesevisi. Basebenza kanjani ukuze bonge isikhathi, imali, noma ukukhungatheka kwebhizinisi? Futhi khumbula ukuthi izethameli zebhizinisi zivame ukuba matasa. Ngakho-ke kungcono ukubamba abaphambili abasha ngesiphakamiso senani esinesibindi, esifushane esibaholela ohlwini lwe-imeyili noma i-webinar lapho bangathuthukiswa ngokuqhubekayo ngokusebenzisa ifaneli yokuthengisa.
Amasu Okuthengisa: Yimaphi Angcono Kakhulu?
Uma kukhulunywa ngokumaketha kwanoma iyiphi imodeli yebhizinisi umbuzo uhlala uthi: ubani umaketha? Ukuqonda ukuthi izithameli zakho zingobani, ziyini izidingo zabo kanye nezinto ezibakhungathekisayo, nokuthi zihlanganyela kuphi ku-inthanethi kuyisinyathelo sokuqala sokwakha isu elisebenzayo lokumaketha lanoma yiliphi ibhizinisi.
Ake sibheke amanye amasu ajwayelekile okuthengisa nokuthi angahluka kanjani:
Social Media - Amabhizinisi e-B2C afuna ukusakaza inetha ebanzi ngakho ukukhetha iziteshi ezidume kakhulu nezisebenzisana kakhulu kuyisinyathelo esihle. Uma uqondise ochwepheshe bebhizinisi kuhle ukunamathela kunethiwekhi noma kuzinhlelo zokusebenza ezichwepheshile okungenzeka babe yingxenye yazo njenge-LinkedIn, i-Clubhouse, noma i-Twitter.
imeyili Marketing - Ngenxa yokuthi amabhizinisi cishe azobe esewucwaningile kakade umkhiqizo wakho ngaphambi kokubhalisela i-imeyili, lezi zisetshenziswa kangcono njengemikhankaso yokuthuthukisa noma ukugqamisa izici ezingaziwayo kancane. Kubathengi, kumayelana nevolumu. Kunamakhulu amanye amabhrendi alwela ukunakwa kwawo, i-imeyili ingasetshenziswa njengenye indlela yokuhlala usezingeni eliphezulu.
Ukukhangisa Okuqukethwe - Izinkampani ze-B2B zisebenzisa kakhulu amabhulogi, izihloko, nama-webinars ukufundisa amathemba, ukubhekana nezixazululo kumaphuzu ezinhlungu embonini, futhi zibe insiza ebalulekile yemboni kubafundi bazo. Ama-Webinars ayindlela enhle kakhulu yokunikeza inani, ukuxhumana namathemba, nokubeka inkampani yakho njengomholi esikhaleni. Izinkampani ze-B2C zibona izinzuzo ezinhle kakhulu ezivela ekukhangiseni okubukwayo lapho zitshala imali ezithombeni, izithombe, namavidiyo angasetshenziswa ezinkundleni zokuxhumana, i-imeyili, izinhlinzeko, namakhasi okufika.
Marketing Automation - Ukumaketha kwe-B2B kuyaphumelela ukuzenzekelayo kokuzenzekelayo. Uma uzama ukugcina amaklayenti amanje ejabule kuyilapho ukhulisa abaholi abasha, kuwukutshalwa kwezimali okonga isikhathi esikhulu ukuba nakho konke okukodwa. ithuluzi lokukhulisa imali engenayo engakwazi ukwenza ukulandelela ngokuzenzakalela, ilandelele umsebenzi oholayo, futhi ithumele imilayezo eguqukayo, yomuntu siqu. Kodwa-ke, izinkampani ze-B2C nazo ukuphendukela ku-automation ukusebenzisa kangcono idatha yabo futhi banikeze amakhasimende lokho abakufunayo.
Ayikho imodeli yebhizinisi noma isu lokumaketha elingcono kunelinye. Okusebenzisayo kuzoncika ezidingweni nasezinjongweni zakho, kodwa ukuqonda izidingo nezisusa zabalaleli bakho kuyisisekelo sesu elihle.
