Ukwenza umshini wakho wokuthengisa ngokuzenzekelayo kungaxazulula enye yezinselelo eziyinhloko izinhlangano eziningi ze-B2B ezibhekana nazo: ukumaketha nokuthengisa kuvame ukungqubuzana. Ithimba lokuthengisa lisebenza kanzima ukuze lisebenze ukuhola kanye nokuvalwa kwamadili. Bangakhungathekiswa wukungabonakali kwemikhondo emisha eyanele evela eqenjini lokumaketha, noma ngocezu lolwazi olulahlekile olushiywe emkhankasweni wokumaketha. Okwamanje, iqembu lokumaketha lisebenza kanzima ukuklama imiyalezo ezothuthukisa umthelela, futhi bangakhungatheka lapho iqembu lokuthengisa lingazisebenzisi kahle izinto abazinikezayo noma lapho beshiya iskripthi noma bephula imihlahlandlela yomkhiqizo ebekiwe.
Ngakho-ke, siyini isixazululo? Ukusebenzisa imodeli yefaneli yokuthengisa ephelele nge-automation funnel automation kungasiza ukubuyisela la maqembu amabili abalulekile ekhasini elifanayo nemizamo yawo. Futhi manje ungahle uzibuze:
- Uyini ngempela umsele wokuthengisa?
- Ngabe wenza kanjani ukushintsha ifaneli yakho yokuthengisa?
- Uyifakazela kanjani imiphumela?
Ukungakhathazeki! Le bhulogi izokunikeza izimpendulo ezingahle zenzeke kuyo yonke imibuzo yakho ezenzakalelayo yokuthengisa kwakho.
Uyini Umsebenzi Wokuthengisa?
Ukuze uqonde ifaneli yokuthengisa, cabanga ngefaneli ejwayelekile yekhishi ongayisebenzisa ukuthela okuthile ebhodleleni. Ingaphezulu laleyo faneli liyingxenye ebanzi kunazo zonke, futhi idlula ezigabeni ezincanyana zomsele kuze kuphume iphuzu elincanyana ezansi bese ligcwalisa ibhodlela.
Ekuthengiseni, ibhodlela limele ibhizinisi lakho, futhi inhloso yakho ukugcwalisa ibhizinisi lakho ngamakhasimende athembekile. Amathemba afika phezulu koqweqwe bese engena ngaphambi kokuba abe amakhasimende. Kunokwehluka okubili okukhulu okufanele kugcinwe engqondweni, noma kunjalo, phakathi kofanele wangempela nofanele wokuthengisa. Kumugqa wokuthengisa, akuyona yonke into engenayo eqinisekisiwe ukuthi izophuma ezansi. Umsele wokuthengisa nawo unezigaba ezithile, futhi kuthatha umsebenzi ukuthola abantu kusuka phezulu koqweqwe esigabeni ngasinye kuye ezansi.
Izinyathelo ze-Sales Funnel
The ukuthengiswa kwemfucuza ingahlukaniswa ngezigaba ezimbalwa ezihlukile. Abathengi abalindelekile esigabeni ngasinye se-funnel banomqondo ohlukile ongokomzwelo nonengqondo, lapho izinhlobo ezithile zolwazi zingabasiza babaholele esigabeni esilandelayo ngaphambi kokuthatha isinqumo.
1. Ukuqwashisa
Lapho amathemba eqala ukungena kumngcele wokuthengisa, asesigabeni sokuqwashisa. Okwamanje bayazi ukuthi babhekene nenkinga noma babhekene nephuzu lobuhlungu, kepha kungenzeka bangazi ukuthi isisombululo siyatholakala. Uma bazi ukuthi kunezixazululo ezingaba khona, bangahle bangazi ngomkhiqizo wakho phakathi kwalawo mathuba. Kuleli qophelo, amathemba asabela kakhulu kumzwelo wesisu kanye nokuheha okungokomzwelo ukuze kufakwe uphawu "ngaphambi kokuya esigabeni esilandelayo somsele.
2. Ukucatshangelwa
Lapho amakhasimende akho esazi ngomkhiqizo wakho, angena esigabeni sokucatshangelwa. Okwamanje, ababheki kuphela umkhiqizo wakho kepha abanye abangahle banikeze izixazululo ezihlangabezana nezidingo zabo. Kusekhona izinga elithile lomzwelo elithintekayo kulesi sigaba, kepha umqondo uqala ukungena esithombeni. Uma umkhiqizo ungazincomi izidingo zawo noma uhlangabezana nenqubo efana nesabelomali, izici noma isipiliyoni sekhasimende osifunayo, leyo nketho izosuswa ekucatshangweni. Kulesi sigaba, kubalulekile ukwazisa amathemba akho ukuthi yini ikwehlukanisa nomncintiswano.
3. Isinqumo
Isigaba sesinqumo kulapho amakhasimende anolwazi oluningi aludingayo ukuze aqoqe futhi athenge kodwa anesisindo sayo yonke imininingwane yokugcina. Lapha, maningi amathuba okuthi badinge amaqiniso nokuhlukanisa imininingwane ezobasiza ukuthi benze isinqumo esinengqondo. Kuleli qophelo, imininingwane efana nezaphulelo, ukunikezwa kwewaranti kanye nensizakalo enhle kakhulu kubaluleke kakhulu ukusiza ukuguqula imikhondo ibe ngamakhasimende.
I-4. Ukwethembeka
Uma ikhasimende lenze isinqumo, lo faneli awupheli. Ubangeze echibini lakho lamakhasimende, futhi ufuna ukuwagcina lapho. Kubalulekile ukuqhubeka nokunikeza amakhasimende akho akhona okuqukethwe okujwayelekile kanye nensizakalo enhle kakhulu ukuze ahlale ethembekile kumkhiqizo wakho. Ngokwengeziwe, bangaphinde bancome imikhiqizo yakho nezinsizakalo kubangani nontanga abangabathola bewusizo.
Uwusebenzisa Kanjani Umugqa Wokuthengisa?
Ukwakha ifaneli yokuthengisa yebhizinisi lakho, udinga ukuqala ngokuqonda izithameli zakho. Buza amakhasimende akho amanje, abathengisi abaphezulu kanye nababambiqhaza bomkhiqizo abalulekile ngezidingo zezithameli zakho. Cabanga ngokuthuthukisa ama-personas womthengi, akusiza ukuthi uqonde ingxenye ngayinye yemakethe yakho efanelekile ngokususelwa kulwazi lwabantu, izidingo ezithile, amaphuzu obuhlungu abajwayelekile ababhekana nawo nanoma yimiphi imibuzo labo abathengi abangase babe nayo njengoba behamba nge-funnel.
Ngalolo lwazi olusezandleni, ungathuthukisa okuqukethwe okungasiza abathengi ekuxazululeni la maphuzu obuhlungu. Ngokunikeza okuqukethwe okuthile kubathengi ngokuya ngezidingo zabo ezihlukile nokulindelwe, ungabasiza bathole ulwazi abaludingayo ukuze bakhe ukuqwashisa, baqondise ukucatshangelwa futhi benze isinqumo esibagcina bethembekile kumkhiqizo wakho eminyakeni ezayo.
Izinzuzo Automating Sales Yakho Funnel
Umthengi wesimanje ulindele ukunikezwa kokuqukethwe okungagcini ngokuhlangabezana nezidingo zabo ngomqondo ojwayelekile, kepha balindele ukukuthola ngokushesha ngendlela eqondene kakhulu nezidingo zabo. Eqinisweni, amakhasimende alindele okuqukethwe okuqondile, okunamandla okwenzelwe izidingo zabo ezihlukile ngokuya ngezenzo zabo ngokwenza ngezifiso.
Ukuzenzekelayo kwefaneli yakho yokuthengisa kukuvumela ukuthi uhambise okuqukethwe okuhlukile, okwenzelwe wena kubasebenzisi abakufanele wakho ngomzamo omncane wesandla ovela kuthimba lakho lokuthengisa. Ungalandelela idatha yomsebenzisi ngendlela evikelekile ehambisana namazinga wobumfihlo kepha futhi ikuvumela ukuthi unikeze okuqukethwe okunamandla okulindelwe abasebenzisi bakho. Eqinisweni, abasebenzisi bazi kahle ukuthi izinkampani ziqoqa idatha yabo futhi balindele ukuthi bayisebenzise ngokuzibophezela lapho bengena ekutholeni imiyalezo yokuthengisa. Empeleni, Ama-53% wabathengi azoshintsha ukusebenzisa kwabo kumhlinzeki ovelele ekwenzeni ngezifiso ulwazi lwabo ngaphandle kokulahlekelwa ukwethenjwa.
Ngokungeziwe ekunikezeni okuqukethwe okwenziwe kwaba ngokwakho kumsebenzisi ngamunye, ungasebenzisa idatha efakwe ngaphakathi kwefaneli yokuthengisa ezenzakalelayo ukuhlaziya ukusebenza nokulungisa amaqhinga.
Ukuqala ezishintshayo hambo, uzofaka yonke idatha yekhasimende lakho ohlelweni lwakho lweCRM ukukhomba:
- Zingobani izethameli zakho ngokweqiniso
- Izinhlobo zokuqukethwe abahlanganyela nazo
- Imibuzo yabo ejwayelekile
- Imininingwane enikezwa ngumkhiqizo wakho esiteshini ngasinye
Ngakho konke endaweni eyodwa, uzokwazi ukubona ngokucacile ukungahambelani, izikhala namathuba okuvumelanisa ukuxhumana nokulungisa amaqhinga lapho kudingeka.
Uwakha Kanjani Umhubhe Wokuthengisa Okuzenzakalelayo?
Ukwenza imishini yakho yokuthengisa ishintshe kuqala kudinga ukuthi ukhombe izethameli zakho. Njengoba sishilo ekuqaleni, ama-personas womthengi ayithuluzi eliwusizo kakhulu lokwakha okuqukethwe okudingwa imikhondo yakho.
Okulandelayo, uzodinga isiqeshana esiqinile sokuqukethwe kwehange. Lokhu yinto amathemba akho angathanda ukuyinikeza imininingwane yakhe ngokushintshanisa ngayo ezimweni eziningi, njengephepha elimhlophe, umhlahlandlela womthengi noma okunye okuqukethwe kwe-premium okusungula ubuchwepheshe bomkhiqizo wakho.
Uma lokhu okuqukethwe kusendaweni enhle, kufanele ubeke ebalazweni uhambo lomthengi wakho. Thuthukisa uhla lokuqukethwe okusekelayo ngendlela yama-blogs, amavidiyo nama-imeyili aphendula imibuzo yomsebenzisi. Uma usebenzisa ipulatifomu lokumaketha elihle, kufanele ukwazi ukwenza imephu ohambweni lomsebenzisi oluthatha izindlela ezahlukahlukene ngokususelwa kuzenzo. Isibonelo, uma umsebenzisi echofoza ku-imeyili ethile, angahle athuthele kokuqukethwe esigabeni esilandelayo se-funnel. Uma bengakwenzi, bazothola okuqukethwe okwengeziwe okusiza ukwakha ukuqwashisa baze bathathe isenzo esibasiza ukuba baye esigabeni esilandelayo.
Lapho usulucubungulile uhambo lwakho kusuka kokungena esinqumweni, kufaka phakathi amaphuzu abucayi abasebenzisi abazowashintsha esigabeni esilandelayo sefaneli, usukulungele ukuqala ukwakha. Ngaphakathi kwepulatifomu lakho lokumaketha, kufanele ukwazi ukwakha ukugeleza kokuhamba komsebenzi, udale izifanekiso ze-imeyili, udale amakhasi okufika uphinde ushicilele amabhulogi ukugcina wonke amaphuzu okuthinta okokusebenza kwefaneli yakho yokuthengisa endaweni eyodwa emaphakathi.
Ngabe Imingcele Ikalwa Kanjani?
Kunamamethrikhi ambalwa ayisisekelo okufanele uwacabangele lapho ubheka ukusebenza kwe-automels yakho yokuthengisa:
1. Vula inani
Ngoba i-automation eningi yokumaketha iqhutshwa nge-imeyili, kubalulekile ukubheka amamethrikhi we-imeyili. Ekumakethweni kwe-imeyili, isilinganiso esivulekile yinombolo yezikhathi lapho i-imeyili yakho ivulwe khona. Lesi yisiqalo esihle esisobala sokulinganisa ukusebenza kwemizamo yakho ye-imeyili ezishintshayo. Uma ama-imeyili akho engavulwa, kusobala ukuthi ngeke abe nomthelela omkhulu emizamweni yakho yokumaketha kanye nokuguqulwa kwakho.
Uma isilinganiso sakho esivulekile siphansi, cabanga ngokushintsha umugqa wesihloko sakho nombhalo wangaphambi kwesikhathi (kwesinye isikhathi obizwa ngombhalo wokubuka kuqala). Lezi yizinto zokuqala umsebenzisi azozibona lapho ethwebula ibhokisi lokungenayo lakhe futhi lizoba nomthelela omkhulu esilinganisweni esivulekile. Qiniseka ukuthi futhi ubheka ngokuzimela kudeskithophu namazinga avulekile eselula ukuqonda ukuthi abasebenzisi abaningi babheke kuphi emilayezweni yakho.
2.I-Click-Through Rate (i-CTR)
Izinga lokuchofoza, elifingqiwe kaningi njenge-CTR, libhekisa kwinani lezikhathi lapho abasebenzisi bechofoza into ku-imeyili yakho. Lokhu kuvame ukugqashukelwa ezintweni ezahlukahlukene ezichofozekayo ku-imeyili yakho. Isibonelo, ungahle ube nesixhumanisi, inkinobho ye-CTA kanye nelogo echofozekayo kusihloko se-imeyili yakho ehambisa abasebenzisi ekhasini lokufika noma ekhasini lakho lasekhaya. Kungukhiye wokuqonda hhayi ukuthi abasebenzisi bakho bachofoza kaningi kangakanani, kepha nokuthi bachofoza kuphi ukuze ukwazi ukuqondisa uhambo lomsebenzisi.
Qiniseka ukuthi awubheki nje kuphela i-CTR njengemethrikhi kepha nokuchofoza okuhlukile. Ukuchofoza okuhlukile kubhekisa kwinombolo yabantu abachofoze, ngenkathi i-CTR yakho yonke ifaka phakathi ukuchofoza okuphindwayo. Womabili lawa amamethrikhi awusizo, njengoba ukuchofoza okuphindayo kubonisa ukuthi umsebenzisi ubuyile futhi wachofoza ku-imeyili yakho kaningi futhi unentshisekelo enkulu kokuqukethwe kwakho.
3. Bounce Amanani
Izinga lokubhampa libhekisa kumamethrikhi amabili ahlukene wokumaketha nge-imeyili nethrafikhi yewebhu. Ekumakethweni kwe-imeyili, isilinganiso se-bounce yivolumu yama-imeyili abuyiselwe engathumeleki ngenxa yekheli le-imeyili elingavumelekile noma elingasebenzi. Kubalulekile ukuqonda ikhwalithi yedatha yakho eholayo futhi ugcine izinga eliphansi lokushaya. Izinga eliphezulu lokubhimba lingalimaza idumela lakho lomthumeli ngezinsizakalo ze-imeyili, okuholela ekutheni eminye imilayezo yakho iphele kuzihlungi zogaxekile.
Kuwebhusayithi nasekuhanjisweni kwekhasi lokufika, izinga lokubhampa limelela iphesenti lezivakashi ezivakashela ikhasi elilodwa bese zishiya iwebhusayithi kunokuvakashela elinye ikhasi noma ukuthatha isenzo (njengokugcwalisa ifomu). Izinga eliphakeme le-bounce lekhasi lewebhu likhombisa ukuthi abasebenzisi abakutholi abakufunayo futhi kungenzeka ukuthi "bahlasele" baye kwelinye isayithi ukuthola imininingwane. Le methrikhi, ngaphezu kwesikhathi seseshini (ekhombisa ukuthi umsebenzisi uhlala isikhathi esingakanani ekhasini lakho), ithumela amafulegi ezinjini zokucinga mayelana nenani lokuqukethwe okunikezayo.
4. Zikhiphe ohlwini Amanani namafulegi Ogaxekile
Uma imilayezo yakho iholela kwizinga eliphezulu lokungazikhiphi ohlwini noma kugcine kumakiwe njengogaxekile, lokho kuyinkomba yokuthi kukhona okungahambi kahle. Izinga eliphakeme lokuzikhipha ohlwini lingakhombisa ukuthi uthumela imilayezo kaningi kakhulu noma ukuthi okuqukethwe kwimilayezo yakho akusizi.
Lapho ulinganisa ukusebenza komkhankaso wakho we-imeyili, bheka amanani okuzikhipha ekubhaliseni kuyo yonke impilo yomkhankaso - uma umyalezo owodwa unezinga eliphakeme kakhulu lokuzikhipha ohlwini ngokuqhathaniswa nawo wonke umkhankaso wakho, ususe kudriphu. Uma yonke imilayezo oyithumelayo inezinga eliphakeme ngokulinganayo lokuzikhipha ohlwini, kungakuhle ukuthi umise umkhankaso bese uwakha kabusha.
Okwamanje, amafulegi ogaxekile ayinkomba embi kakhulu yokuthi okuqukethwe kwakho akwethulwa ngendlela ebalulekile. Izinga logaxekile eliphakeme libonisa ukuthi abamukeli bayimaka ngesandla imilayezo yakho njengogaxekile noma izihlungi ziyalanda ngokuzenzakalela futhi abasebenzisi abaziboni.
Ukuba namanani aphezulu ogaxekile nakho kungalimaza isithunzi sakho somthumeli, okuholela ekutheni imilayezo yakho yesikhathi esizayo iphinde igcine ngokugaxekile futhi yenze imizamo yakho ye-imeyili yachitha.
5. Izinga Lokuguqulwa
Izinga lakho lokuguqulwa libhekisela kubasebenzisi abathatha isenzo esifiselekayo esibashukumisela esinyathelweni esilandelayo sefele. Akwanele ukumane ulandele ukuthi bangaki abasebenzisi abavule ama-imeyili akho futhi bachofoza izinkinobho zakho ze-CTA, udinga futhi ukwazi ukubeka imephu imizamo yakho emuva kwimikhondo efanelekile nakumadili avaliwe. Izinga lokuguqulwa yimethrikhi ebaluleke kakhulu ukufakazela i-ROI yemizamo yokuthengisa ye-funnel automation.
I-B2B Sales Funnel Automation & Optimization
Amapulatifomu amaningi wokumaketha awakhelwanga ochwepheshe bezentengiso engqondweni. Abakhi abaningi bokuhamba komsebenzi wokubuka bathola imodeli "yokuyibeka bese uyayikhohlwa", okuvumela ukuhola ukuthi kudlule ku-funnel ngokuzimela. Uma ukuhola kunikezela ngemininingwane yabo, kubalulekile ukuthi ungalandeli i-imeyili noma ukulanda kuphela, kodwa futhi nokuthinta komuntu siqu okuvela kwilungu leqembu elidayisayo.
Kodwa-ke, abathengisi kaningi “abahamba phambili” ngezinqubo zabo nemiyalezo, engahle ihlangane noma ingahle ihambisane nalokho okunikezayo kumngcele wakho wokuthengisa ozenzakalelayo. Ukulawula konke ukuxhumana, kokubili okwedijithali nokuqondile okuvela eqenjini lokuthengisa, funa okuqukethwe okunika amandla ochwepheshe bakho bezentengiso nemizamo yokumaketha ukuze isebenze ngokuvumelana okuphelele.
Ngokwesibonelo, ISharpSpring Sales Optimizer ikuvumela ukuthi ufake imisebenzi nezenzo zabathengisi njengengxenye yokuthengisa okuzenzakalelayo kwefaneli yakho. Ithimba lakho lokuthengisa lizokwaziswa ngamathuba lapho ukuhola kuhlangana nocezu oluthile lokuqukethwe, kubasize ukuvala isivumelwano lapho isikhathi silungile. Lapho nje inkontileka isayiniwe, bangabuyisa okuholela ethimbeni lezentengiso ukubangeza kupayipi lokuthembeka elinikeza ukwesekwa okuqhubekayo nokuqukethwe okubalulekile okuvela kumkhiqizo wakho.
Ukuba nakho konke ukubika, ukusebenza kwe-CRM nokusebenza kokumaketha endaweni eyodwa kuvumela iqembu lakho lokuthengisa ukuthi linciphise isikhathi abasichitha emisebenzini yezokuphatha njengokuhlela ama-aphoyintimenti, ukuqoqa imininingwane nokujaha imikhondo ebandayo. Imisebenzi yokulandelela ikhiqizwa ngokuzenzakalela njengengxenye yokwenza umshini wakho wokuthengisa usebenze, ukugcina ipayipi lihamba ngaphandle komthungo, kwehlukanisa umthwalo womsebenzi ngokulinganayo phakathi kwethimba lakho lokuthengisa nokusebenzisa amathuba aphezulu kakhulu kuqala.
Ngemininingwane engaphezulu kokuzenzakalela kokumaketha nokuthi imishini yakho yokuthengisa izisebenzisela kanjani ukusiza ibhizinisi lakho, noma ukuthola idemo yamahhala, eyenziwe ngezifiso, Chofoza lapha.
