- Ukuhlaziywa okuphelele kwendawo yangaphakathi neyangaphandle kusetshenziswa izindlela ezifana nokuhlaziywa kwe-SWOT kanye ne-Buyer Persona.
- Ukubeka imigomo ngaphansi kwezindinganiso ze-SMART ukuqinisekisa ukuthi imigomo iyalinganiswa futhi ingokoqobo.
- Ukusetshenziswa kwamasu e-omnichannel asekelwe ku-SEO, okuqukethwe, imithombo yezokuxhumana, kanye nokuzenzakalela kokumaketha.
- Ukuqapha okuqhubekayo kwembuyiselo ekutshalweni kwezimali (i-ROI) ngokusebenzisa ama-KPI namadeshibhodi okuhlaziya.
Esimweni sebhizinisi sanamuhla, ukuzama ukuqala ibhizinisi ku-inthanethi ngaphandle komhlahlandlela empeleni kuwukudlala i-roulette yaseRussia. Osomabhizinisi abaningi benza iphutha lokutshala imali ekukhangiseni noma ekuthumeleni ezinkundleni zokuxhumana. ngokushesha futhi ngaphandle kwendlela eqondileLokhu kuvame ukuholela ekulahlekelweni okukhulu kwesikhathi nemali. Uhlelo lokumaketha lwedijithali aluyona nje incwadi eyisicefe, kodwa luyisiqondiso esisitshengisa ukuthi sikuphi nokuthi singafika kanjani lapho sifuna ukuba khona.
Lo mbhalo usebenza njengomgogodla wazo zonke izenzo eziku-inthanethi, okuvumela inkampani ukuthi ingagcini lapho ukuthuthukisa amasu abo okuxhumanaKunalokho, ukuchofoza ngakunye, okuthunyelwe ngakunye, kanye ne-euro ngayinye etshaliwe kufanele kube nesizathu sobuchwepheshe. Ngaphandle kwesu elibhaliwe, cishe uzozizwa njengenkukhu engenakhanda, uzulazula ku-inthanethi ungazi ukuthi empeleni ukhanga iklayenti lakho elifanele noma umane udala umsindo wedijithali.
Iyini ngempela uhlelo lokumaketha kwedijithali?
Singakuchaza njengombiko onemininingwane nowamasu ochaza izinhloso zebhizinisi kanye namaqhinga edijithali okudingekayo ukuze uzifeze. Akukhona nje ukukhetha inethiwekhi yokuxhumana nomphakathi nokushicilela okuqukethwe, kodwa mayelana nokuvumelanisa imizamo yokuthola, ukuguqula, kanye nokugcina izinto nomsebenzi kanye nombono wenkampani. Yithuluzi eliguqula umqondo ojwayelekile ube ukulandelana kwezinyathelo ezisebenzayo futhi iyalinganiseka.
Kubalulekile ukuhlukanisa lolu hlelo nesu lokumaketha. Nakuba isu liwumbono ophelele, ohlaziyayo ("yini" nokuthi "kungani"), uhlelo lokumaketha luwukusetshenziswa okusebenzayo ("kanjani," "nini," nokuthi "nani"). Ngenkathi isu linikeza ukuqonda kwemakethe, uhlelo luhlinzeka... isabelomali esiningiliziwe kanye neshejuli yesenzo nabaphathi babo.
Indawo yokuqala: Ukuhlaziywa kwesimo
Ngaphambi kokubhala umugqa owodwa wesu, kumele senze ukuhlaziywa okuqotho kakhulu kwesimo samanje somkhiqizo. Lokhu kuhilela ucwaningo lwangaphakathi ukuze siqonde... amandla nobuthakathakakanye nokuhlaziywa kwangaphandle ukuze kutholakale amathuba nezinsongo. Ithuluzi elibalulekile lapha ukuhlaziywa kwe-SWOT, okusivumela ukuthi sibone ngeso lengqondo igebe phakathi kweqiniso lethu lamanje kanye nomgomo wethu esiwufisayo.
Asikwazi ukukhohlwa ukuhlaziywa kwe-CAME, okuyisinyathelo esinengqondo ngemva kokuhlaziywa kwe-SWOT kwe- lungisa ubuthakathaka futhi uthuthukise amandlaKubalulekile futhi ukuqonda isiphakamiso sokuthengisa esiyingqayizivele (i-USP), leso sici sokuhlukanisa esenza ikhasimende likhethe thina kunomncintiswano. Uma singazi ukuthi yini esenza sikhetheke, sizogcina sincintisana ngentengo kuphela, futhi lokho kuwumncintiswano onzima.
Ukuze ukuhlaziya kuphelele, kumelwe singene sijule kakhulu ku- ukutadisha umkhakha kanye nesidingoLokhu kuhilela ukuhlaziya ukuthi imakethe isesigabeni sokukhula noma sokugcwala, ukubheka izitayela zobuchwepheshe ezisafufusa, nokufunda ukuthi abadlali bemboni basebenzisana kanjani ngamaqoqo noma imicimbi yokuxhumana. Ukuqonda imvelo kusivimbela ekunqotshweni izinguquko zomthetho noma ukushintsha okungazelelwe kokusetshenziswa.
Ukuqonda Ubuntu Bomthengi kanye Nomncintiswano
Elinye lamaphutha amakhulu kakhulu ukukholelwa ukuthi izilaleli eziqondiwe “yiwo wonke umuntu.” Ukuze sigweme lokhu, kumelwe sakhe Iphrofayela Yomuntu Womthengiokuwumfanekiso ongeyonganekwane weklayenti lethu elifanele. Izibalo zabantu zodwa azanele; sidinga ukuqonda ukwesaba kwabo, izinselele zabo zansuku zonke, ukuphikisa kwabo okuvamile, kanye indlela umkhiqizo wethu oxazulula ngayo izinkinga zakho ngokuqondile ngokusebenzisa okulungile ukuhlukaniswa kwemakethe.
Ngesikhathi esifanayo, kumelwe siqaphele kakhulu izimbangi, kokubili ngokuqondile nangokungaqondile. Lokhu akuphathelene nokuhlola ngenhloso yokuhlola, kodwa mayelana nokuhlaziya amasu abo. izinqubo zokuthengisa kanye namanani azoSingasebenzisa inqubo "yokuthenga imfihlakalo" ukuze sithole uhambo lomsebenzisi kumawebhusayithi abo noma amathuluzi afana ne-SEMrush ukuze sithole ukuthi yimaphi amagama angukhiye abaletha ithrafikhi engokwemvelo.
Ukuchaza izinhloso kusetshenziswa indlela ye-SMART
Ukuba nemigomo engacacile njengokuthi "Ngifuna ukuthengisa okwengeziwe" kuyindlela esheshayo yokwehluleka. Ukuze umgomo usebenze, kumele ulandele umqondo we-SMART: yiba okuqondile, okulinganisekayo, okufinyelelekayo, okufanelekile futhi okunqunyelwe isikhathiInhloso ebhalwe kahle kungaba, isibonelo, ukwandisa izinga lokuguqulwa kwewebhusayithi lisuka ku-2% liye ku-3,5% ezinyangeni ezintathu ezizayo.
Kubalulekile ukuthi lezi zinhloso zokumaketha zibe kuhambisana ngokuphelele nezinhloso zebhizinisiUma inkampani ifuna ukunwebeka iye ezweni elisha, uhlelo lwedijithali kufanele lugxile ekuqaphelisweni komkhiqizo kuleyo ndawo. Uma umgomo uwukuthuthukisa inzuzo, sizogxila ekwenzeni ngcono izinga lokuguqulwa kanye... ukwethembeka kwamakhasimendengoba ukuthola umsebenzisi omusha kubiza kakhulu kunokugcina okhona.
Ukuthuthukiswa kwesu lokusebenza namaqhinga
Uma imigomo isibekiwe, sichaza isu, okuyiqoqo lezenzo ezijwayelekile zokuzifeza. Yilapho kungena khona amaqhinga, okuyimisebenzi ethile. Isibonelo, uma isu likhona thuthukisa izinga lezinto eziphilayoAmaqhinga kungaba ukudala ibhulogi, ukwenza ngcono amathegi e-SEO ekhasini, kanye nokufuna ama-backlink asezingeni eliphezulu.
Ukuze sihlele lokhu kuqaliswa, singathembela ku-4 Ps yokumaketha: Umkhiqizo (ukulungiswa kokunikezwayo), Intengo (amasu esaphulelo namanani), Indawo (iziteshi zokusabalalisa kanye ne-e-commerce), kanye nokuKhuthazwa (ukuxhumana nokukhangisa). isu lokuqukethwe Kuyigugu eliyigugu lapha, njengoba likuvumela ukuthi udonse abasebenzisi ngokunikeza inani langempela ngaphambi kokuzama ukubathengisela okuthile.
Kubalulekile ukuklama uhlelo lwedijithali oluhambisanayo. Lokhu kuhlanganisa nokunquma ukuthi sidinga iwebhusayithi yenkampani, isitolo esiku-inthanethi, amakhasi okufikela ukuze sibambe amakhasimende, noma i-podcast yokwakha igunya. Isiteshi ngasinye kufanele sibe ne- injongo ecacile kanye nokuhamba kokuzulazula kuchazwe ukuze umsebenzisi angalahleki futhi afinyelele umgomo wokuguqula ngendlela elula ngangokunokwenzeka.
Isabelomali, ukusetshenziswa kanye namathuluzi
Isabelomali yisona sici esinquma ukusebenza kahle kohlelo. Amabhizinisi amasha ngokuvamile abelana phakathi... 12% kanye no-20% wemali engenayo yabo iyonke Izindleko zokumaketha zincane kakhulu, kuyilapho amabhizinisi azinzile evame ukuchitha phakathi kuka-6% no-12%. Kubalulekile ukubala zonke izindleko nokuvumela izimo ezingalindelekile, ukuvimbela iphrojekthi ukuthi ingami ngenxa yokuntuleka kwemali phakathi nesikhathi.
Ukuze wenze konke lokhu ngaphandle kokuhlanya, ukusebenzisa i-CRM efana ne-HubSpot kunconywa kakhulu, njengoba kuvumela hlanganisa ukuphathwa kwabaholi ndawonye kanye nokulandelela okuzenzakalelayo. Amanye amathuluzi abalulekile afaka i-Google Analytics ukukala ukuziphatha komsebenzisi, i-Canva yokuklama okubonakalayo, kanye ne-Buffer noma i-Hootsuite yokuhlela ukuba khona kwezokuxhumana ngaphandle kokunamatheliswa ocingweni lwakho usuku lonke.
Ukulinganisa, ama-KPI, kanye nokwenza ngcono okuqhubekayo
Lokho okungalinganiswanga akukwazi ukuthuthukiswa. Ngakho-ke, kumele sisungule ama-KPI (Izinkomba Zokusebenza Ezibalulekile) asitshela ukuthi sisendleleni efanele yini. Isibonakaliso esibaluleke kakhulu yilesi I-ROI (Imbuyiselo Ekutshalweni Kwezimali)okuveza ukuthi sithola malini nge-euro ngayinye etshaliwe. Amanye ama-KPI afanele kungaba yizindleko nge-lead ngayinye (i-CPL) noma izinga lokwehla kwewebhusayithi.
Uhlelo lokumaketha alulona itshe eliqoshiwe, kodwa luyinto ephilayo. Ludinga ukuqaliswa. ukubuyekezwa kwekota kanye nenyanga ukulungisa isu ngokusekelwe kudatha etholiwe. Uma isu lingasebenzi, liyashintshwa; uma isiteshi sinenzuzo emangalisayo, sabelwe isabelomali esengeziwe. ukuhlolwa okuqhubekayo ngokuhlolwa kwe-A/B Yilokhu okuhlukanisa izinhlobo zemikhiqizo ezikhula kulezo ezimayo.
Ukwakha uhlelo lokumaketha lwedijithali oluqinile kudinga ukuhlaziywa kokuqala okuphelele, incazelo yemigomo engokoqobo, kanye nokusebenza okuhlelekile okusekelwa amathuluzi okulinganisa. Ngokuhlanganisa ukuqonda kwamakhasimende, ukuqapha abancintisana nabo, kanye nokwenza ngcono okuqhubekayo okuqhutshwa idatha, noma iyiphi inkampani ingaguqula ukuba khona kwayo ku-inthanethi kube yinjini yokukhula okusimeme nenzuzo.
