Ukwandisa uluhlu lwemveliso yakho lishishini elinika umdla kulo naliphi na ishishini esele limiselwe kwimarike. Inika ithuba lokwahlula iminikelo, ukubamba amacandelo amatsha abathengi, kunye nokwandisa imithombo yengeniso. Nangona kunjalo, inkqubo ifuna ukucwangciswa ngononophelo kunye nokwenziwa ukuze kuqinisekiswe ukudityaniswa komthungo kwimodeli yakho yeshishini esele ikho.
Apha, siza kuphonononga amanyathelo acwangcisiweyo ayimfuneko kumashishini ajonge ukongeza iimveliso ezintsha kuluhlu lwawo, egxile ekuxhaseni izixhobo ezikhoyo kunye nobuchule.
Isiqulatho
Ukuqonda imeko yemarike
Ukuqhuba uphando lwemalike ekujoliswe kulo
Ingcamango kunye nophuhliso lwemveliso
Ukusebenza kovavanyo
Phuhlisa isicwangciso sosungulo sobuchule
Ukwakha i-buzz ngokuthengisa
Qalisa ukuphunyezwa
Uvandlakanyo lwasemva kokuqaliswa kunye nokuphucula
Iingcamango zokugqibela
Ukuqonda imeko yemarike
Phambi kokungena kwinkqubo yophuhliso lwemveliso, ukufumana ukuqonda okunzulu kobume bentengiso kubalulekile. Ukuqhuba uphando olunzulu lwemarike sisiseko sokuqaliswa kwemveliso okuyimpumelelo. Ngoku ka School Business Harvard ngutitshala UClayton Christensen, ngaphezu kwe-30,000 yeemveliso ezitsha ziziswa minyaka le, kwaye i-95% yeemveliso ezintsha ziyasilela. Inxalenye elungileyo yokuqaliswa kwemveliso ayiphumelelanga ngenxa yokunqongophala kophando.
Enye inzuzo yokwandisa uluhlu lwemveliso yakho njengeshishini elisekiweyo bubutyebi bedatha kunye nokuqonda onakho kwisiseko sakho sabathengi abakhoyo. Hlalutya i-demographics yabathengi, ukuziphatha kokuthenga, kunye nengxelo ukuchonga izikhewu ezinokubakho okanye iimfuno ezingafezekiyo. Ngokwengxelo kaMcKinsey, amashishini asebenzisa idatha yabathengi ukwazisa izigqibo zemveliso 85% ngaphezulu ukodlula iinjongo zabo zoshishino.
Khangela amathuba okuba ukuthengisa kunye nokuthengisa iimveliso ezincedisayo kwisiseko sakho sabathengi abakhoyo. Ukuqonda izinto abazithandayo kunye namanqaku eentlungu kukuvumela ukuba ulungelelanise iminikelo emitsha ukuhlangabezana neemfuno zabo kunye nezinto abazithandayo.
Ukuqhuba uphando lwemalike ekujoliswe kulo
Ngelixa unokuba nokuqonda okuxabisekileyo kwisiseko sakho sabathengi abakhoyo, ukwenza uphando lwentengiso ekujoliswe kuyo ukuze uqinisekise iikhonsepthi ezintsha zemveliso kunye nokuchonga izoyikiso ezinokubakho zibalulekile. Sebenzisa iindlela zophando ezisemgangathweni kunye nobungakanani ukuqokelela ingxelo evela kubathengi ekujoliswe kubo kunye nokuvavanya imfuno yemarike.
Imarike ekhoyo kwishishini okanye kwimveliso iyahluka ngokuxhomekeke kwijografi, amandla emveliso, uhlahlo lwabiwo-mali lwentengiso, kunye nezinye iinkxalabo zeshishini. Ke, xa ucinga ngokusungula umgca omtsha wemveliso, ukusebenza ngezabelo ezahlukeneyo ezinokubakho zentengiso kubalulekile. Oku kubandakanya ubungakanani bemarike obuyinyani benkampani entsha kunye nobungakanani bemarike obunokubakho bokukhula kwixesha elizayo.
Unokugqiba ukuba ngaba kufanelekile ukuqala inkampani ngokusebenzisa TAM, SAM, kunye neSOM. Funda ukuba ziyintoni na ezi kunye nendlela yokubala Apha.
Nika ingqwalaselo ethe kratya kwiintsingiselo ezivelayo, iminikelo ekhuphisana nayo, kunye neentshukumo zentengiso ezinokuchaphazela impumelelo yomgca wakho omtsha wemveliso. Ngokophando olwenziwe Nielsen, amashishini aqhuba uphando lwemarike ngaphambi kokuqalisa iimveliso ezintsha 64% kunokwenzeka ukuba uphumelele kwimarike.
Ingcamango kunye nophuhliso lwemveliso
Ukwandisa uluhlu lwemveliso yakho akuthethi ukuba uqale ekuqaleni. Thatha ithuba lezibonelelo zakho ezikhoyo, ubudlelwane bokubonelela, kunye nobuchule bokusebenza ukulungisa inkqubo yophuhliso lwemveliso. Ngokuka a ifundwe nguDeloitte, amashishini asebenzisa amandla akhoyo ophuhliso lwemveliso entsha afumana ama-22% aphezulu empumelelo.
Bandakanya amaqela asebenza ngokudibeneyo kumbutho wakho, kubandakanya uphuhliso lwemveliso, ukuthengisa, kunye nokuthengisa, ukonyusa ubuchule babo kunye nokuqonda. Cinga ngamathuba okubuyisela okanye ukuguqula igama leemveliso esele zikhona ukwenza iminikelo emitsha ehambelana nabaphulaphuli bakho.
Bandakanya abathengi kwinkqubo yophuhliso. Ubuncinci bemveliso esebenzayo ikuvumela ukuba uvavanye amanzi kwaye ulinganise umdla kwimveliso yakho. Ikwakuvumela ukuba uqokelele ingxelo ukuphucula uyilo lwakho.
Ukusebenza kovavanyo
Hlala uvavanya phambi kokuqalisa. Yenza iimvavanyo ze-QA ngenkxaso yeqela lakho ukuqinisekisa ukuba yonke into isebenza ngokufanelekileyo kwaye wonke umntu kwiqela lakho unokuqonda okunzulu kwemveliso kwaye unethuba lokunika ingxelo.
Phuhlisa isicwangciso sosungulo sobuchule
Wakuba uchonge amathuba emveliso asebenzayo, phuhlisa isicwangciso esibanzi sokusungula esihambelana neenjongo zeshishini lakho kunye nokukhethwa kwemarike ekujoliswe kuyo. Qwalasela isicwangciso samaxabiso, amajelo okusasaza, kunye nobuchule bokuthengisa ukukhulisa ukubonakala kunye nefuthe.
Amaxabiso amatsha akhokelela kugcino olukhulu lwabathengi kunye nengeniso enkulu. Kukho iindlela ezi-3 zokubeka amaxabiso eziqhelekileyo: ukuphawula amaxabiso, amaxabiso okhuphiswano, kunye nexabiso lokungena. Funda ngakumbi ngezi izicwangciso zamaxabiso kunye nendlela yokuziphumeza.
Kwakhona, thatha ixesha lokucingisisa nzulu ngomhla wokuqaliswa. Ukumisela ixesha elifanelekileyo lokuqalisa umgca omtsha wemveliso kufuna ukulungelelanisa ngononophelo ukulungela imarike, izixhobo zangaphakathi, kunye nokucwangciswa kobuchule.
Gxininisa ekunxibelelaneni isindululo sexabiso seemveliso zakho ezintsha kwisiseko sakho sabathengi abakhoyo. Yandisa isidima sakho esisekiweyo kunye nokuthembela kwabathengi ukwenza uchulumanco kunye nolindelo lokusungulwa. Ngokutsho kweHubSpot, amashishini anxibelelana ngokufanelekileyo isiphakamiso sexabiso lawo abone a Ukunyuka kwe-55% ekugcinweni kwabathengi.
Ukwakha i-buzz ngokuthengisa
Ukuqaliswa kwemveliso eyimpumelelo kuxhomekeke kwiindlela zokuthengisa ezisebenzayo ezivelisa uchulumanco kunye nolindelo phakathi kwabaphulaphuli ojolise kubo. Ngoku ka HubSpot, I-76% yabathengi bakhetha ukufunda malunga nemveliso ngomxholo kunokuba ukukhangisa kwendabuko.
Phuhlisa isicwangciso sokuthengisa esibanzi esisebenzisa amajelo ahlukeneyo, kubandakanywa ukuthengiswa kwedijithali, imidiya yoluntu, ubudlelwane boluntu, kunye nentsebenziswano yempembelelo. Yenza umxholo onyanzelisayo oqaqambisa iimpawu ezizodwa kunye neenzuzo zomgca wakho omtsha wemveliso, ukubalisa ibali ukuze ubandakanye kwaye ubambe abaphulaphuli bakho.
Sebenzisa amaphulo e-teaser kunye nokubala ukwehla ukwakha ulindelo olukhokelela kumhla wokuqaliswa. Nikeza okukodwa kokukroba okanye uku-odola kwangaphambili inkuthazo ukukhuthaza ukuthathwa kwabantwana kwangethuba kwaye uqhubele phambili ukuthengisa.
Qalisa ukuphunyezwa
Njengoko umhla wokuphehlelelwa usondela, qinisekisa ukuba yonke imiba yokwenziwa kwayo icwangciswe ngobuchule kwaye ilungelelanisiwe. Ngokutsho kukaMcKinsey, iinkampani ezilawula ngokufanelekileyo inkqubo yokuqaliswa zizihlandlo ze-4.5 zokuphumelela kwimarike.
Ukulungelelaniswa namaqela asebenza ngokunqamlezileyo ukuqinisekisa ulungelelwaniso kuyo yonke imveliso efumanekayo, amajelo osasazo, ulawulo lwempahla, kunye nenkxaso yabathengi. Phuhlisa ixesha elibanzi lokuphehlelelwa kunye neziganeko ezicacileyo kunye noxanduva lokugcina wonke umntu esendleleni.
Tyala imali kwiziseko ezingundoqo zenkxaso yomthengi ukujongana ngokukhawuleza nayo nayiphi na imiba okanye iinkxalabo ezinokuvela ngexesha lophehlelelo. Lawula ingxelo kunye neemetrics zokusebenza ngokusondeleyo ukuchonga iindawo zokuphucula kunye nokwenza ngcono.
Uvandlakanyo lwasemva kokuqaliswa kunye nokuphucula
Emva kokusungulwa, jonga ngokusondeleyo ukusebenza komgca wakho omtsha wemveliso kwaye uqokelele impendulo kubathengi kunye nabachaphazelekayo bangaphakathi. Landela izalathisi eziphambili zokusebenza ezifana neemetrics zokuthengisa, amanqaku okwaneliseka kwabathengi, kunye nesabelo semarike ukuvavanya impumelelo yemizamo yakho yokwandisa.
Zilungiselele ukuphinda-phinda kwaye uhlengahlengise izicwangciso zakho ngokusekwe kwingxelo yexesha lokwenyani kunye namandla entengiso. Qhubeka ucoca imveliso yakho enikelwayo, amaqhinga okuthengisa, kunye neendlela zokusasaza ukuze wenze ngcono i-ROI kwaye uqhube ukukhula okuzinzileyo.
Iingcamango zokugqibela
Ukwandisa uluhlu lwemveliso yakho njengeshishini elisekiweyo libonisa amathuba anomdla okukhula kunye nokusungula izinto ezintsha. Ngokusebenzisa izixhobo ezikhoyo, ukuqonda iimfuno zabathengi, kunye nokwenza isicwangciso sokuqaliswa kwesicwangciso, unokwazisa ngempumelelo iimveliso ezintsha ezihambelana nabaphulaphuli ojolise kubo kwaye uqhube iziphumo zeshishini.
Khumbula ukuhlala ugugile kwaye uphendule kwingxelo yentengiso, uphindaphinda izicwangciso zakho njengoko kufuneka ukuze uhlale uphambi kokhuphiswano kwaye usebenzise amathuba avelayo. Ngendlela ecingayo kunye nokuzinikela ekugqweseni, ungalinyusa ishishini lakho libe phezulu ngokwandisa imveliso ecwangcisiweyo.
