Ukumaketha kwenkundla yezokuxhumana akuseyona inketho yamabhizinisi e-commerce; yi isidingo. Kepha uma kuziwa ekukhetheni inkundla yezokuxhumana efanele, amabhrendi amaningi e-e-commerce ayithatha njengengxenye elula yokwenza isu lokumaketha kwedijithali, yingakho ivame ukunganakwa.
Kunezinkundla zokuxhumana eziningi ngesizathu. Azidalwanga zilingana, futhi ngayinye inezici zayo ezihlukile, izethameli, nezindlela eziyinhloko zokuqukethwe. Lo mhlahlandlela uzokusiza ukuthi uqonde kabanzi mayelana nezinkundla zokuxhumana ezaziwa kakhulu ezisetshenziselwa i-e-commerce nokuthi ungayikhetha kanjani elungile yomkhiqizo wakho.
Okuqukethwe
Odinga ukukwazi ngezinkundla zokuxhumana
Inkundla yezokuxhumana esetshenziswa kakhulu emi-4 ye-e-commerce
Isiphetho sendaba
Odinga ukukwazi ngezinkundla zokuxhumana
Ngokuvamile, singahlukanisa izinkundla zokuxhumana ngale ndlela elandelayo (ngesibonelo esidume kakhulu sohlobo ngalunye):
- Izingosi zokuxhumana ezijwayelekile: Facebook
- Inkundla yezokuxhumana esekwe esithombeni: Instagram
- Inkundla yezokuxhumana esekwe kuvidiyo: I-YouTube ne-TikTok
- Izinkundla zezingxoxo: I-Reddit ne-Quora
- Sakaza bukhoma inkundla yezokuxhumana: Twitch
- Izinkundla zomphakathi eziyimfihlo: I-Discord
Ngayinye yalezi nkundla inengxenye yabantu abakubheka njengentandokazi yabo ukubloma ku-inthanethi. Kungakho ukukhetha okulungile kwebhizinisi lakho kuqala ngokulawula izethameli ozihlosile.
Kodwa, ngaphambi kwanoma yini enye, udinga ukucabanga ngezinkundla zokuxhumana njengendawo yokwakha umphakathi kunendlela nje yokukhiqiza ithrafikhi. Ungakwazi ukukhiqiza imikhondo ngenkundla yezokuxhumana, kodwa amandla wangempela ezinkundla zokuxhumana avela ekhonweni lokukhulisa leyo mikhondo, ukuyiguqula, nokwakha umphakathi wabantu ohambisana nomkhiqizo wakho.
Isibonelo, i-Pinterest iyinkundla esekwe ezithombeni, kodwa ayibalwa njengenkundla yezokuxhumana ngoba awukwazi ukusebenzelana nezithameli ozihlosile futhi wakhe umphakathi. I-Pinterest iyinjini yokusesha esekelwe ezithombeni futhi inhle kakhulu ekukhiqizeni ithrafikhi kuwebhusayithi yakho, kodwa i-Instagram iyindawo elungile esekelwe ezithombeni yokwakha umphakathi futhi ikhulise ukuqwashisa komkhiqizo wakho.
Manje, yini okufanele uyibheke endaweni yezokuxhumana? Inkundla yezokuxhumana efanele yebhizinisi lakho le-e-commerce kufanele:
- Iba namaphesenti amakhulu ezithameli zakho ozihlosile
Ingxenye ngayinye yezithameli inezintandokazi ezihlukile zezingxenyekazi nezinhlobo zokuqukethwe ezikusebenzisayo. Kufanele ufunde ukuziphatha okuku-inthanethi kwamakhasimende akho okuhlosiwe futhi uhlaziye izethameli zenkundla yezokuxhumana ngayinye ukuze wazi ukuthi iyiphi enamaphesenti amakhulu amakhasimende akho afanelekile.
- Qondanisa amasu afanele okuthengisa emikhiqizo yakho
Ziningi izindlela zokumaketha namaqhinga okumaketha umkhiqizo, kodwa akuzona zonke ezilungele yonke imikhiqizo. Udinga ukwazi ukuthi iyiphi indlela yokumaketha (ukuthengisa nge-imeyili, ukumaketha kwevidiyo, njll.) ozothembela kuyo.
Isibonelo, isinqumo sokuthenga imikhiqizo ethile sivame ukuqhutshwa ngokubukeka, ngoba uhlangothi lobuhle luyingxenye ebalulekile yokusebenza kwale mikhiqizo (ukuhlobisa ekhaya, izingubo, njll.).
Kule mikhiqizo, izithombe nokumaketha kwevidiyo kuyisibopho. Ngakho-ke, ukusebenzisa ipulatifomu esekwe esithombeni njenge-Instagram kuyisinqumo esihle. I-Instagram ikuvumela ukuthi uthumele amavidiyo futhi uhlanganyele nomphakathi wakho, okwenza kube yisinqumo esihle somkhiqizo we-e-commerce onomkhiqizo wobuhle.
- Qondanisa nomgomo oyinhloko ngemuva kwecebo lakho lenkundla yezokuxhumana
Vele, inhloso yakho enkulu kuzoba ukukhulisa ibhizinisi lakho le-e-commerce ngemikhondo nokuthengisa. Kodwa alukho uhlobo olufinyelela lo mgomo ngaphandle kokuzuza amanye amatshe okugaya kuqala.
- Ingabe ufuna ukwenza umkhiqizo wakho utholwe abantu abaningi emhlabeni jikelele?
- Ingabe ufuna ukwakha igunya ku-niche yakho?
- Ingabe ngokuyinhloko ufuna ukuthola ukuthengisa okwengeziwe?
Udinga ukucacisa ngezinhloso zakho, futhi lokhu kuzokwenza kube lula ukukhetha inkundla yezokuxhumana efanele (futhi wenze isu elilungile lokumaketha lebhizinisi lakho).
Ingabe kufanele ugxile endaweni eyodwa yezokuxhumana?
Kunenkulumompikiswano mayelana nokuthi zingaki izinkundla zokuxhumana okufanele ibhizinisi lizisebenzise njengesiteshi sokumaketha. Ayikho impendulo efanele, kodwa nansi eminye imininingwane ngakho:
· Ngokuvumelana ne I-Hootsuite, umuntu ovamile usebenzisa izinkundla zokuxhumana ezingu-6+, ngayinye ngenjongo ehlukile. E-US, u-31% wabantu usebenzisa i-Facebook ukuze uthole izindaba, u-11% usebenzisa i-Instagram, futhi u-4% usebenzisa i-LinkedIn ngenjongo efanayo. Ngakho-ke, ukuba khona ezinkundleni zokuxhumana eziningi njengebhizinisi kubalulekile.
· Ngokuvumelana ne Vanessa Lau, ukuhlanganisa i-Instagram nenye inkundla yezokuxhumana kuyisu elikhulu lezokuxhumana. I-Instagram iyinkundla engcono kakhulu yokwakha ubudlelwano; yingakho ukugxila kuyo kanye nenye inkundla (esebenzela ukukhulisa ikhasi lakho le-Instagram ngemikhondo eminingi) kuyinhlanganisela yokugcina yezinkundla zokuxhumana.
· Ngokuvumelana ne I-Braveheart Digital Marketing, ayikho impendulo ecacile yokuthi zingaki izinkundla zokuxhumana ibhizinisi okufanele ligxile kuzo. Kuya ngezinsiza zakho, izethameli eziqondiwe, kanye nemiphumela ekhiqizwa ukuhlola amasu nezindlela ezihlukene kuzo zonke izinkundla ezahlukene.
Uma usaqala ibhizinisi lakho le-e-commerce futhi ungakahloli amasu nezinkundla ezahlukene, kuyanconywa ukuthi ube khona kuzo zonke izinkundla zokuxhumana kodwa ugxilise imizamo yakho yokumaketha endaweni eyodwa kuya kwezimbili ezisunguliwe zomphakathi ezihambisana kakhulu nomkhiqizo wakho futhi zibe nengxenye enkulu kunazo zonke yababukeli bakho ohlosiwe.
Njengoba ibhizinisi lakho likhula futhi ufuna ukufinyelela izethameli ezibanzi, uzosabalalisa umzamo wakho wokumaketha kwezinye izinkundla zokuxhumana, futhi uzoba nezinsiza ezidingekayo zokuzihlola futhi uzilawule zonke (futhi mhlawumbe nokuqasha abantu abazokusiza ukuthi ugcine i-akhawunti ngayinye).
Inkundla yezokuxhumana esetshenziswa kakhulu emi-4 ye-e-commerce
Kunezinkundla zokuxhumana ezine ezisetshenziswa kakhulu ekukhangiseni nge-e-commerce. Inkundla yezokuxhumana ozoqala ngayo cishe izoba ngenye yalezo zinkundla, ngakho-ke nakhu okudingeka ukwazi mayelana nenye ngayinye (okuhlanganisa nezibalo zezethameli kanye nobuhle nobubi):
1#Facebook
I-Facebook iseyinkundla yezokuxhumana enkulu kunazo zonke emhlabeni kuze kube namuhla. Ngabasebenzisi abasebenzayo abayizigidi eziyizinkulungwane ezi-3, izinkulungwane zamaqembu ezindawo ezihlukile nezithakazelo, kanye nezinhlobonhlobo zezici zokukhangisa, i-Facebook iyinkundla yezokuxhumana yamabhizinisi amaningi e-e-commerce.
Ngokusho the Umbiko weCommerce Trends 2023 ngo-Shopify, u-70% wabathengi benkundla yezokuxhumana bathenge ku-Facebook.
Izithameli:
- U-69% weminyaka eyinkulungwane kanye nama-37% weGen Z sebenzisa i-Facebook ngenkuthalo kunezinye izinkundla zokuxhumana.
- 44% kubasebenzisi be-Facebook ngabesifazane, i-56% ngamadoda, futhi iqembu leminyaka elikhulu labasebenzisi lingama-25-34.
- Iqembu labantu abadala (35-65) yi ingxenye ekhula ngokushesha ku-Facebook.
buhle:
- Izikhangiso ze-Facebook zingenye yezindlela eziphumelela kakhulu zokumaketha eziphumayo
Izikhangiso ze-Facebook ziza nezinketho ezinamandla zokukhomba, amafomethi ezikhangiso ahlukahlukene, izici zokulandelela ezingokoqobo, nezibalo ukuze ubone ukusebenza kwezikhangiso zakho.
Sabri Suby ibheka ukukhangisa kwe-Facebook okukhokhelwe "ukutshalwa kwezimali okuhlakaniphile kunokulondoloza, amasheya, noma izindlu" njengoba esebenza namabhizinisi amaningi ezimbonini ezahlukene futhi ekwazi ukuthola i-ROI ephezulu (400%, 1000%, nokuningi) kubo ngesu elilungile lokukhangisa le-Facebook.
- I-Facebook isekela zonke izinhlobo zokuqukethwe
Umbhalo, izithombe, amavidiyo, izindaba... I-Facebook manje isivumela amabhizinisi ukuthi axhumane nabalandeli bawo kanye nezethameli zisebenzisa zonke izinhlobo zokuqukethwe, futhi ikuvumela ukuthi ukhiqize ithrafikhi futhi ukhulise umkhondo wakho nganoma yiluphi uhlobo lokuqukethwe alukhethayo.
bawo:
- I-Facebook ayisekeli isizukulwane sokuhola esiphilayo
Ukufinyelela kwe-organic ku-Facebook kuncipha njalo ngonyaka. Kulo nyaka, i isilinganiso sokubandakanyeka kwezinga lokuthunyelwe kwe-organic ku-Facebook isuke ku-2.58% yaya ku-1.52%.
Uma uqala ku-Facebook ungenazo izethameli, ukukhula kwe-organic kuzoba umgomo oyinselelo enkulu uma uqhathaniswa nezinye izinkundla zokuxhumana.
2 # I-YouTube
I-YouTube iyinkundla enkulu kunazo zonke esekwe kuvidiyo ku-inthanethi. Futhi kusukela ukukhangisa kwevidiyo iyasebenza kumikhiqizo ye-e-commerce, lokhu kuyenza ibe enye yezinketho ezinhle kakhulu zenkundla yezokuxhumana ukumaketha ibhizinisi lakho.
Ngabasebenzisi abasebenzayo abayizigidi eziyizinkulungwane ezingama-2.70 kanye 500 amahora wamavidiyo alayishwa njalo ngeminithi, i-YouTube iyinkundla yokungena yabathandi bamavidiyo kungakhathaliseki ukuthi bahloseni (ukuzijabulisa, imfundo, ukubuyekezwa kwemikhiqizo, njll.). Kunevidiyo ye-YouTube yawo wonke umuntu.
Izithameli:
- Abantu abaneminyaka engu-25-34 ubudala iqembu leminyaka yobudala elikhulu labasebenzisi bevidiyo ye-YouTube.
- U-45.6% wabasebenzisi be-YouTube ngabesifazane, u-54.4% ngamadoda.
- 75% yabantu abadala babika ukuthi babukele i-YouTube ekhaya kumadivayisi abo eselula, ikakhulukazi ngesikhathi sokuqala.
- 92% yabantu bancamela i-YouTube ukuthi ifunde futhi ithole ulwazi.
buhle:
- I-YouTube iyinkundla yokugcina yokumaketha okuqukethwe kwamavidiyo
Isekela zonke izinhlobo, ubude, kanye nezinhlobo zokuqukethwe kwevidiyo (izikhindi, ama-podcasts, ama-vlog, okokufundisa, izimpilo, izithombe ezinyakazayo, ukubuyekezwa kwemikhiqizo, ukuqhathanisa, njll.). Ungaphromotha ibhizinisi lakho nganoma yiluphi uhlobo lwamavidiyo athandwa yizithameli zakho, ukhiqize futhi ukhulise imikhondo ngamavidiyo ahehayo nabalulekile (kunoma isiphi isigaba sokuthengisa), futhi wakhe umphakathi ngokuhamba kwesikhathi.
- I-YouTube iyinkundla yezokuxhumana ehlala iluhlaza
I-YouTube iyinjini yokusesha yamavidiyo enamandla. Ngokungafani nezinkundla eziningi zokuxhumana, amavidiyo akho angatholakala njalo uma abantu befuna igama elingukhiye elifanele, ngisho noma athunyelwa eminyakeni edlule, futhi noma bengenazo izinkulungwane zokubukwa.
I-algorithm ye-YouTube futhi ijwayele ukufaka amavidiyo amadala ngezikhathi ezithile kokuphakelayo kwabantu, ngakho okuqukethwe okuhle kunethuba elihle lokuthola indlela yakho futhi kufinyelele izethameli eziqondiwe ngokoqobo.
bawo:
- Ukukhula okuphilayo ku-YouTube kuthatha isikhathi, futhi akunconywa ukuncika ezikhangisweni ezikhokhelwayo
Ukumaketha kwangaphakathi kwe-YouTube kungcono kunezikhangiso ezikhokhelwayo. Abasebenzisi bayacasulwa yizikhangiso ze-YouTube, futhi bavame ukuzeqa ngokushesha, okusho ukuthi udinga ukudonsa ukunaka kwabo kanye nentshisekelo yabo ngaphansi kwamasekhondi angu-5, okuyinselele. Lokhu kwenza izikhangiso ze-YouTube zibe indlela yokukhangisa enokuncintisana kakhulu.
Futhi, abanye abasebenzisi bavimba lezo zikhangiso ngokuqinisekile, futhi awukwazi ukufinyelela kuzo ngokukhangisa okukhokhelwayo. Amandla e-YouTube njengenkundla yokumaketha avela ekukhangiseni kwangaphakathi nokuqukethwe, kodwa inqubo ethatha isikhathi, futhi ngeke ubone impumelelo yezinto eziphilayo ku-YouTube kusukela enyangeni yokuqala.
3 # I-Instagram
I-Instagram iyinkundla yezokuxhumana esekelwe ezithombeni ehamba phambili. Ngabasebenzisi abasebenzayo abayizigidi eziyizinkulungwane ezingama-2.40, okuhlangenwe nakho kwayo okuqhutshwa ngokubonakalayo kuhlanganiswe nendlela egxile ekwakheni ubudlelwano, i-Instagram isiphenduke inkundla eyintandokazi yemikhiqizo eminingi ukuxhumana nezithameli zabo.
I-Instagram empeleni iyona inkundla yesibili yezokuxhumana eyintandokazi emhlabeni wonke futhi 4th inkundla evakashelwa kakhulu ku-inthanethi. Lokhu kuyenza ibe yithuluzi elinamandla lemikhiqizo ye-e-commerce, futhi akumangazi lokho 72% yabasebenzisi bathenge ngokusekelwe kokuthile abakubona ku-Instagram.
Izithameli:
- 48.2% abasebenzisi ngabesifazane, futhi 51.8% amadoda.
- I-85% yabasebenzisi be-Instagram bancane kuno-45.
- I-8% yabasebenzisi be-Instagram yintsha.
- The iqembu elikhulu leminyaka yobudala kwabesilisa (18-24), futhi kwabesifazane (25-34).
buhle:
- I-Instagram inobungane be-e-commerce (ungakhiqiza, ukhulise, futhi uguqule imikhondo konke endaweni eyodwa)
I-Instagram iyindawo engcono kakhulu yokwabelana ngezithombe namavidiyo adlulisa ulwazi oluzotholwa amakhasimende akho uma ekhetha imikhiqizo yakho. Futhi kuyindawo yokukhuthaza amakhasimende akho ukuthi abelane ngolwazi lwawo ukuze uthuthukise okuqukethwe kwakho okukhiqizwa umsebenzisi kanye nobufakazi.
Ungakwazi futhi ukuhlanganyela futhi uhlanganyele nezithameli zakho nsuku zonke usebenzisa izindaba ze-Instagram, ama-DM, izimpilo, namareli. Futhi ngenxa yezici zokuthenga ze-Instagram, amakhasimende akho manje angathenga ku-Instagram.
Sekukonke, iyinkundla yokuxhumana engcono kakhulu yokwakha ifaneli yokuthengisa endaweni eyodwa.
bawo:
- I-Instagram ayiyona inkundla egxile kwezamabhizinisi
I-Instagram iyindawo enhle yokukhangisa ibhizinisi, kodwa ayiwasekeli ngempela amabhizinisi. Lokhu kungase kuzwakale kungenangqondo, kodwa ake ngichaze.
Ku-Instagram, ukuthumela okuqukethwe okuvela ku-akhawunti yebhizinisi kuba nomthelela ekufinyeleleni kwakho nendlela okuqukethwe kwakho okusebenza ngayo ngokwemvelo. Ngokuvamile, amabhizinisi anokuqukethwe okuphrofeshinali avame ukwenza ngaphansi kwama-akhawunti omuntu siqu anokuqukethwe komuntu siqu nokubandakanyayo.
I-Instagram nayo ayisebenzi ngokuvumelana namabhizinisi amancane. Isibonelo, ama-akhawunti ebhizinisi anabalandeli abangaphansi kuka-10k awakwazi ukuba nesici sokuswayipha, esivimbela abasebenzisi ukuthi bafinyelele izixhumanisi zakho ngokuqondile ezindabeni ze-IG.
4 # TikTok
I-TikTok iyinkundla yokwabelana ngamavidiyo afushane aziwa kakhulu. Nge 1.20 + izigidigidi zabasebenzisi abasebenzayo nyanga zonke nokulandwa okungaphezulu kwezigidigidi ezi-4.1, iTikTok ikwazile ukuzibonakalisa njengenkundla yezokuxhumana ekhula ngokushesha emlandweni.
Imikhiqizo yaqala ukubona amandla e-TikTok ekukhangiseni, ikakhulukazi njengoba abasebenzisi beTikTok bevuleleke kakhulu ezikhangisweni (futhi 15% yabasebenzisi beTikTok bakuthola kunzima ukuhlukanisa phakathi kwezikhangiso ezikhokhelwayo nokuqukethwe kwemvelo).
Izithameli:
- 38.5% yabasebenzisi beTikTok baphakathi kweminyaka eyi-18 kuye kwengama-24 ubudala, futhi leli yiqembu leminyaka elikhulu kunawo wonke.
- U-53.4% wabasebenzisi ngabesifazane, kanti u-46.6% ngabesilisa.
- Abasebenzisi bavula i-TikTok izikhathi eziyi-19 ngosuku ngokwesilinganiso.
- Izingane zisebenzisa i-TikTok imizuzu engama-75 ngokwesilinganiso usuku ngalunye.
buhle:
- I-TikTok iyinkundla enhle yokuxhumana nabantu ukuthi itholakale
I-TikTok iyindawo efanelekile yokutholwa futhi ube negciwane ngokushesha. Awudingi ukutshala izinsiza eziningi ukuze udale okuqukethwe kwe-TikTok, futhi awudingi ukuba nababukeli noma uthumele okuqukethwe okuningi nsuku zonke. Ukuduma ku-TikTok kuyatholakala kakhulu, ikakhulukazi uma uhlakaniphile, umlayezo wakho uyasebenziseka futhi uyabelana, futhi uyaqonda ukuthi i-TikTok isebenza kanjani.
Abantu futhi bathembele ku-TikTok ukuthola imikhiqizo. Bayisebenzisela cinga izincomo zomkhiqizo kanye nokubuyekezwa. Ngakho-ke, le nkundla yenza ukufinyelela izethameli zakho nokutholakala kalula.
bawo:
- I-TikTok ayifanele ukukhulisa ubudlelwano nezithameli zakho nokwakha umphakathi
Ukuduma ku-TikTok akusho njalo ukuthengisa, ukukhula komphakathi, kanye negunya lomkhiqizo. I-TikTok inhle kakhulu ekukhiqizeni abaphambili, kodwa ngokungafani nezinye izinkundla zokuxhumana, lapho othile oku-TikTok ekulandela, lokhu akusho ukuthi bazobona okuqukethwe kwakho njalo kokuphakelayo kwabo.
Ngakolunye uhlangothi, abasebenzisi beTikTok bathambekele ekufuneni okuqukethwe okunegciwane kanye nokuzibandakanya njalo ngaphandle kokukhathalela ukulandela abantu abathize ngokuhamba kwesikhathi. Lokhu kwenza kube nzima ukunakekela nokuguqula imikhondo yakho.
Isiphetho sendaba
Njengoba ubona, ukukhetha inkundla yezokuxhumana ukukhuthaza ibhizinisi lakho le-e-commerce kuncike ezintweni eziningi. Ngenxa yalokho kubalulekile ukuthatha isikhathi sokwazi izethameli zakho futhi uchaze isiphakamiso sakho senani kanye nezinhloso zokumaketha ukuze ukwazi ukwenza isinqumo esifanele mayelana nokuthi iyiphi inkundla ongakhetha.
Futhi khumbula, lesi sinqumo sizohola isu lakho lokumaketha kwedijithali. Ngakho-ke, ungakubukeli phansi ukubaluleka kwayo. Kodwa ngendlela efanele ukukhetha inkundla engcono kakhulu yomkhiqizo wakho kungahamba ibanga elide ekukhuliseni ukufinyelela kwakho nasekuthuthukiseni ukuthengisa.
