Uma ubuqhuba imikhankaso yokumaketha ezinkundleni zokuxhumana, ungahle ukhathazeke ngokuthola abalandeli. Kungakhathaliseki ukuthi kuyakujabulisa noma kuyakudumaza, iqiniso liwukuthi inani labalandeli liyi-metric eyize. Ngokwezinga elithile, kukhuphula izinga lakho kokuphakelayo futhi kukuboleka ukwethembeka komkhiqizo othile.

Kodwa uma bengahumushi ngokuqondile kumakhasimende (okungukuthi imali engenayo), ingabe abalandeli benkundla yezokuxhumana banendaba?

Njengoba inkundla yezokuxhumana ingabizi kakhulu, kunengqondo ukutshala endaweni eqinile yomphakathi. Ngeshwa, kuthatha isikhathi esiningi uma kungeyona imali - futhi i-ROI iqala ukuwohloka lapho izinkampani zizama ukuhlanganisa ukuguqulwa kwemikhankaso ethile.

Uzwakala ujwayelekile? Inani eliphezulu labalandeli libonakala lingafaneleki uma ungakwazi ukulandelela imali engenayo kulowo msebenzi wenkundla yezokuxhumana. Ngakho-ke, isixazululo siwukugxila ekuguquleni abalandeli abaningi babe amaklayenti… nokwazi ukuthi lubalula kanjani uhambo lwalabo bathengi.

Inkinga Ngezibalo Zabalandeli

Kubamakethi benkundla yezokuxhumana, isibalo sabalandeli siyimethrikhi ebalulekile. Lokho kunengqondo. Njengoba izinkundla zokuxhumana kuthiwa zibonisa okuncane kokuqukethwe kwakho kubalandeli bakho, kufanele ukuthi ube nabalandeli abaningi ngangokunokwenzeka.

Nokho, lokho akulona iqiniso ngempela. Izimangalo ezimayelana nama-algorithms wokujezisa zichithwe kakhulu. Futhi awawenzi umqondo: amanethiwekhi omphakathi afuna ukuthi uhlanganyele ngangokunokwenzeka, ngakho-ke azokukhombisa okuthunyelwe abacabanga ukuthi uzokuthola kunentshisekelo.

Noma kunjalo, abalandeli abaningi bangathuthukisa imibono yakho futhi bafinyelele. Kumane kuwumdlalo wezinombolo. Kodwa ingabe labo balandeli bawuhlobo oluzokwehlisa ifaneli yakho yokumaketha? Ezweni lanamuhla ledijithali elixhumeka ngokwandayo, abathengi kufanele bakwazi ukusuka esiteshini baye esiteshini. Noma yikuphi ukuphazamiseka phakathi kwenkundla yakho yezokuxhumana, futhi, yithi, ikhasi lakho lokubhalisa lekholi lokuthola lingaba isithiyo ohambweni lokuthenga lwamakhasimende akho alihlosile.

Ngakho-ke, kufanele kube nesizathu esiphoqayo sokuthi abantu bakulandele, kanye nokubizelwa esenzweni okucacile ukubahambisa phansi kwefaneli yakho. Uma kungenjalo, inani labalandeli bakho liyi-metric eyize ngempela.

Ngisho noma uqaphela abalandeli bakho abalungile, kunzima ukugcina ama-spambots nama-akhawunti mbumbulu kude. Sonke sibekwe esimweni sokubona ukwehla kwabalandeli njengophawu olubi. Kodwa kuthiwani uma:

  • labo balandeli babengasoze babe ngabaqondisi abafudumele, ingasaphathwa eyekhasimende
  • labo balandeli babengama-bots, spammers, noma ama-akhawunti afuna nje ukukhulisa isibalo sabalandeli babo

Ngokudabukisayo, kusevame kakhulu ukuthi amabhrendi asebenzise indlela "yokulandela-ukungalandeli", lapho alandela inqwaba yama-akhawunti, alinde ukuthi alandele ngokubuyisela, bese engalandeli. Kuneseluleko esidukile esizungeza ukuthi amakhasimende azokubheka njengohloniphekile kuphela uma isibalo sakho esilandelayo singaphansi kwesibalo sabalandeli bakho. (Lokho akulona iqiniso, futhi empeleni, lo mkhuba ungalimaza isithunzi somkhiqizo wakho futhi wenze i-akhawunti yakho ivinjelwe.)

Ngenxa yalezi zinqubo zokungahloniphi, ungase usenabo abalandeli abangenazo nhlobo izinhloso zokusala abalandeli - ingasaphathwa eyokuba amakhasimende.

Ngakho-ke, ungababandakanya kanjani abalandeli abalungile ongabashintsha babe amaklayenti? Okokuqala, gwema isilingo sokulandela noma ubani okulandela emuva. Ungabambi iqhaza “ekulandeleni izitimela” noma “landela ukuze uthole ukulandela.” Amandla akho kufanele aye ekwakheni ukuxhumana okuyiqiniso, ngoba yilapho ubudlelwano bakho beklayenti obuhle kakhulu buzovela khona.

Bese, landela lezi zinyathelo:

Isinyathelo 1: Yenga Abantu ukuthi Balandele

Kungani umuntu elandela i-akhawunti yomkhiqizo ezinkundleni zokuxhumana? Ngokuvamile, bafuna ukujatshuliswa noma ukufundiswa. Mhlawumbe bayayithanda imikhiqizo futhi bafuna ukuthola ama-dibs okuqala emalini ekhethekile. Abathengi abaningi banamuhla bafuna ukuzizwa behlobene nomkhiqizo. Bayawazisa amanani abo nemiyalezo ngisho noma bengathengi imikhiqizo yabo ngaso sonke isikhathi. Kungenzeka ukuthi kungani amabhrendi aphezulu njenge-Nike ne-Apple enemiphakathi eshisekayo yemikhiqizo yize iningi labathengi libalandela ngemuva ukwenza ukuthenga.

Uma uzimisele ukushintsha abalandeli bakho benkundla yezokuxhumana babe amakhasimende, usengakwazi ukusebenzisa leyo ndlela yokwakha umkhiqizo. Zibuze: yiliphi inani lesikhathi esifushane engingalinikeza elihumusha enaluni yesikhathi eside? Ngingabaheha kanjani ekuqaleni kohambo lwabo lomthengi?

Isinyathelo sesi-2: Khuthaza Ukuhlanganyela

Umshado ubaluleke kakhulu kunokulandela nje. Uma abantu bexhumana nokuthunyelwe, i-algorithm iyibona ibalulekile - futhi lokho kungase kuyiphushele phezulu kokuphakelayo. Lokho kuyiqiniso ikakhulukazi ezinkampanini ze-B2B, lapho okuqukethwe komphakathi kalula nje kuba “ngokuthengisa-y” uma kungaceli ngokwedlulele ukubandakanyeka.

Ngaphezu kwalokho, ukusebenzelana kuyisithako esiyinhloko ekukhuliseni umthofu. Uma abalandeli bakho bedla okuqukethwe kwakho bengenzi lutho, mancane amathuba okuthi bathathe isinyathelo esilandelayo sehle ngefaneli.

Ngokuphambene, ukusebenzelana okusebenzayo kuthuthukisa amathuba abo okuguqulwa. Lokho kungenxa yokuthi (a) abantu kungenzeka bakhumbule imikhiqizo uma behlanganyele nokuqukethwe kwabo (ikakhulukazi uma uphendula!) futhi (b) amazwana nokuthandwayo kokuthunyelwe kusebenza njengobufakazi bomphakathi, obubolekisa ukwethembeka kumkhiqizo wakho.

Isinyathelo sesi-3: Babonise Isinyathelo Esingenakuvinjelwa

Ohlakeni lwe-StoryBrand, iklayenti lakho elikahle yiqhawe elinhlanhlathayo elifuna ukuxazulula inkinga kodwa elingaqiniseki ukuthi lingayi kuphi. Njengoba indaba iqhubeka, uyabasiza bakhombe inselele yabo futhi bamukele ukufuna kwabo. Kuyinto eyodwa ukuskrola ku-Instagram futhi ubone okuthile okungafeza izidingo zakho. Okunye ukuphishekela isinyathelo esilandelayo ohambweni.

Leso sikhathi esibalulekile phakathi kolwazi nogqozi yilapho ukumaketha kwenkundla yezokuxhumana kuvame ukuvula umnyango wezinye iziteshi.

Pho, yini eyenza lowomnyango ukhange? Ungasuka kanjani ekuvuseni izithakazelo zabalandeli uye ekwenzeni isinyathelo sabo esilandelayo singavimbeki? Ku-StoryBrand, lolo shintsho lwenzeka lapho iqhawe likwazi ukubona ngeso lengqondo impilo engcono noma umhlaba. Njengomakethi, indima yakho iwukuqinisekisa izintshisekelo zabo nezifiso zabo, bese ubakhomba kulowo mvuzo.

Okuqukethwe okuningi kwenkundla yezokuxhumana kungabhekwa “phezulu kwefaneli.” Ithinta izintshisekelo ezibanzi zezethameli ozihlosile futhi kuvuse ilukuluku lazo. Ukuze ubafikise kuleso sinyathelo esingenakuvinjelwa, kufanele ubapende isithombe sempilo engcono. Ekumakethweni kwenkundla yezokuxhumana, lokho kuvame ukuhlanganisa ukuphromotha ukunikezwa okukhethekile noma ukufinyelela okukhethekile okuheha abalandeli.

Isinyathelo sesi-4: Gcina Imiyalezo Yakho Ivumelana

Okulandelayo umsebenzi wokuzibophezela okuncane uma kuqhathaniswa. Kudingeka nje ukuthepha inkinobho, futhi uma okuqukethwe kwakho kubalulekile, lowo ngumvuzo olula. Njengoba abantu behla ifaneli yakho, nokho, ukuzibophezela kuba phezulu - kanjalo nomvuzo kufanele ube njalo. Noma kunini lapho abalandeli bakho noma abaholayo bebona ukuthi umzamo uphakeme kunezinzuzo, bazohamba.

Ngokwemvelo yayo, izinkundla zokuxhumana zivuza kakhulu. Amapulatifomu aklanywe ngamabomu ukugcina abasebenzisi bebuya, bebaphakela ukuqhuma kwe-dopamine ngazo zonke izaziso nokuskrola. Nokho, lokho kusho nokuthi noma yiziphi izinyathelo ezilandelayo zingabonakala njengomzamo omkhulu kakhulu. Abathengi bayanqikaza ukuphuma endaweni yesikhulumi uma sebelapho, yingakho amanani okuchofoza kuma-imeyili okumaketha aphakeme kunakumaposi omphakathi.

Ukuze unqobe lowo mqulu omlutha futhi wenze abantu baqonde ifaneli yakho, kufanele uxoxisane nabo ngezithembiso zempilo engcono ... silandele leso sithembiso. Umlayezo wakho kufanele uhambisane ukusuka kokuthunyelwe komphakathi ngakunye kuye ekhasini lokubikezela le-CTA kuye esicelweni esiphezulu.

Nasi isibonelo esivela ku-Toast, ehlinzeka ngezixazululo zoku-oda, ukudiliva, nezinkokhelo ezindaweni zokudlela. I-Instagram bio yabo ilula, kodwa ihlinzeka ngenani elikhulu kokuthunyelwe kwabo.

Qaphela ukuthi i-Toast igxile kakhulu ezindaweni ezibuhlungu zamakhasimende abo nokuthi afundisa kanjani kuqala bese ecela ukuchofoza okwesibili.

I-Toast iphinde yaqoqa okunye kokuthunyelwe kwayo kwaba "Imihlahlandlela," okuyindlela enhle yokugqamisa okuqukethwe kwakho okubaluleke kakhulu. Lokhu kukhulisa ukusebenzelana futhi kufudumeza abalandeli babo ukuthi bachofoze isixhumanisi sabo se-bio, okungukuthi, behle ifaneli yabo.

Ukuhlola Ifaneli Emnyama

Uma usunesu eliphusile lokuguqula abalandeli babe ngabaphambili abafudumele, ubhekana nenye inkinga: ukuchayeka. Kunzima ukulandelela amakhasimende kusukela ekuhlanganeni kwawo kokuqala nomkhiqizo wakho, okwenza kube inselele ukunquma ukuthi yimiphi imikhankaso eguqula kakhulu.

Ake sithi othile uyakulandela ku-Instagram. Abachofozi kusixhumanisi sakho se-bio kodwa esikhundleni salokho bavakashela iwebhusayithi yakho kukhompuyutha yabo ephathekayo. Ngemva kokuphequlula amakhasi ambalwa, baqhubeka nosuku lwabo. Eyakho i-retargeting I-pixel iyakhahlela futhi ibabonise isikhangiso ku-Facebook. Bachofoza kuyo bese begcina ngokubhukha izinsiza zakho.

Ulibeka kanjani leli klayenti elisha? Okwaziyo nje ukuthi bafinyelele kuwebhusayithi yakho ngokuqondile, kodwa awazi ukuthi yini ebangele leso senzo. Ingabe kunendaba ukuthi bakulandele ku-Instagram? Njengoba bekunjalo ekuqaleni, kwenzeka ngempela - awukwazi ukukubona.

Yilokho okubizwa ngokuthi “ifaneli emnyama”: umsebenzi wokukhulisa umthofu owenziwa ngaphandle kwamafaneli akho avamile. Ifaneli emnyama ihlanganisa izwi lomlomo, imilayezo eyimfihlo eyabelana ngokuqukethwe kwakho, nokunye ukudluliselwa kwangaphandle, okungalandeleki. Noma yimuphi umsebenzi wenkundla yezokuxhumana ongaholeli ngokuqondile kwezinye iziteshi zakho ungathathwa njengomnyama nawo.

Okuhle wukuthi akwenzeki ukuthi uthole labo baholi, akufani nomuntu okubuka phezulu ngoba ezwe igama lakho esitolo. Uma ubazi abalandeli bakho, ungathola ukuthi ubani ekugcineni obe yiklayenti lakho. Isixazululo esifanele sokumaketha esizenzakalelayo singasiza, futhi.

Nansi indlela yokuthwebula idatha elungile ukuze ulandelele kahle imikhondo yakho nokuguqulwa kwesibaluli.

Sebenzisa ipharamitha ye-UTM (Urchin Tracking Module) ezinikele ukuhlobanisa i-URL ngayinye nesiteshi sayo. Lokhu kungenziwa ngesifinyezo se-URL esifana ne-Bit.ly noma ngeplathifomu yakho ye-automation yokumaketha. I-UTM "inamathela" kusixhumanisi, ukuze ubone ukuthi bangaki abantu abafike ngempela ekhasini besuka emthonjeni othile. Uchwepheshe we-SEO u-Neil Patel unamacebiso amahle yokuthi ungayisebenzisa kanjani i-UTM kuhlelo lwakho lokumaketha lwamashaneli ahlukene.

Faka imali ekuhlaziyweni komphakathi. Lawa mathuluzi aqhathanisa amakheli akho namakheli e-imeyili wamakhasimende nalawo abhalisele abalandeli bakho. Lokhu kungakusiza ukuthi uhlole ukugqagqana phakathi kwezithameli zakho zenkundla yezokuxhumana kanye nepayipi lakho. Amathuluzi ayinkimbinkimbi angase akwazi ukulandelela izindawo zokuthinta ezibalulekile ukuze akusize ukhanyise ukukhanya kufaneli emnyama!

Yenza izinhlolovo zamaklayenti akho. Isixazululo esilula kunazo zonke ngokuvamile sisebenza kakhulu! Uma ubhukha ucingo lokutholwa noma ugibela iklayenti elisha, libuze ukuthi lizwe kanjani ngawe. Ngokuhamba kwesikhathi, izimpendulo zabo zizoveza idatha ebalulekile mayelana nokuthi umkhondo wakho ongcono kakhulu uvelaphi.

Ukufaka phezulu

Isikhathi sokuyeka ukukhathazeka ngenani labalandeli bakho futhi uqale ukugxila emsebenzini wabalandeli bakho. Ingabe bayasebenzisana nokuqukethwe kwakho, futhi kanjani?

Inkundla yezokuxhumana ingokuqukethwe okuphezulu kakhulu okunamandla akhethekile okuheha nokuheha izethameli zakho ezifanele - uma wazi ukuthi ungaziheha kanjani. Kusukela lapho, kuyindaba yokwenza ukuxhumana phakathi kwezinto abazithandayo kanye nesinyathelo esingenakuvinjelwa ohambweni lwabo lokuthenga. Uma sebebone indlela ecacile nephoqayo ukusuka ekunikezeni kwakho ukuya empilweni yabo efanelekile, maningi amathuba okuba babe ikhasimende lakho.

Njengoba lokhu kungase kube nzima ukulandelela izinkundla zonkana, zinike isikhathi sokuqala ingxoxo. Qiniseka ukuthi uqoqa idatha efanele kuzo zonke iziteshi zakho. Futhi ungesabi ukubuza abaqondisi bakho namakhasimende ukuthi bafike kanjani emnyango wakho! Ngesu elicophelelayo, ungakhanyisa ifaneli yakho emnyama futhi uthole ukuthi ungabaguqula kanjani ngendlela enokwethenjelwa imikhondo emikhankasweni yakho yenkundla yezokuxhumana.

U-AUTHOR
ULisa Rios