Ukuthengisa komphakathi, ubuciko bokusebenzisa inkundla yezokuxhumana ukuze kubandakanye abathengi futhi kushayele ukuthengisa, sekuphenduke ithuluzi elibalulekile kumabhizinisi esimanje. Njengoba abathengi ngokuya bephendukela ezinkundleni zokuxhumana ukuze benze ucwaningo lomkhiqizo nezinqumo zokuthenga, izinkampani ezihlulekayo ukulungisa ubungozi bokushiywa ngemuva. Kulokhu okuthunyelwe, sizongena ezibalweni ezivula amehlo ezibonisa ukwanda kokuthengiswa komphakathi kanye namandla ako okuguqula isu lakho lokuthengisa ngo-2024 nangale kwalokho.

Okuqukethwe
● Ukwanda kokudayiswa komphakathi
● Izinkundla zokuxhumana eziphezulu ezithengiswayo
● Isimo sokuthengisa se-B2B somphakathi
● Amasu aqinisekisiwe okuthengisa umphakathi
● Ikusasa lezentengiselwano zomphakathi
● Okuthathwayo okungenziwa

Ukunyuka Kokuthengisa Komphakathi

Ukuthengisa komphakathi kuguquke ngokushesha kusuka kumqondo wenoveli kuya esu elifakazelwe lokuqhuba ukukhula kwebhizinisi. Ngokusho kwe-HubSpot, abathengisi abangama-87% baqinisekisa ukuthi ukudayiswa komphakathi kuphumelele ebhizinisini labo, kanti u-59% ubike ukuthi ukhuphule ukuthengisa ngezinkundla zokuxhumana uma kuqhathaniswa neminyaka edlule. Lo mkhuba uphinde usekelwe idatha ebonisa ukuthi izinhlangano ezibandakanyeka ekuthengiseni umphakathi zibika ukukhula kwemali engenayo okungama-61%.

Amandla okuthengisa komphakathi asemandleni ako okukhuthaza ukuxhumana kwangempela nabangase babe abathengi. Ngokusebenzisa izinkundla zokuxhumana, ochwepheshe bezokuthengisa bangakha ukwethembana, basungule ubuholi bokucabanga, futhi banikeze inani kubabukeli abaqondiwe kubo. Eqinisweni, ochwepheshe bezokuthengisa abasebenzisa ukuthengisa komphakathi bavala amabhizinisi amasha ngo-40-50% ngaphezulu kunalabo abangawasebenzisi, njengoba kubikwe yi-LinkedIn.

Nakuba ukuthengisa komphakathi kuhambisana nezinye iziteshi zokuthengisa, sekube yingxenye ebalulekile yesu elihlanganiswe kahle. I-HubSpot ithole ukuthi u-94% wabathengisi bezenhlalo nabo bathengisa kuwebhusayithi yabo noma indawo yemakethe ye-inthanethi yezinkampani zangaphandle, okugqamisa ukubaluleka kwendlela yeziteshi eziningi.

Njengoba ukusebenza kahle kwezindlela zokuthengisa zendabuko kuncipha, amabhizinisi kufanele amukele ukuthengiswa komphakathi ukuze aqhubeke nokuncintisana. Njengoba ngaphezu kuka-50% wabathengisi bezenhlalo abacabangela izethameli eziqondise inzuzo ebalulekile, ikhono lokufinyelela abantu abalungile ngesikhathi esifanele alikaze libe baluleke kakhulu.

Izinkundla Zezokuxhumana Eziphezulu Ezithengiswayo

Njengoba kunezinkundla zokuxhumana eziningi ezitholakalayo, kungaba inselele ukunquma ukuthi yiziphi okufanele uzibeke eqhulwini ukuze zithengiswe emphakathini. Ngokusho kwedatha ye-HubSpot ka-2023, i-Facebook ivela njengenkundla yokuthenga yezokuxhumana ethenjwa kakhulu iyonke, abathengi bayilinganise njengenolwazi oluhle kakhulu lokuthenga epulatifomu.

I-YouTube ivikela indawo yesibili ngokwethenjwa, kuyilapho i-Instagram ithatha indawo yesithathu. Kodwa-ke, uma kukhulunywa ngokuhlangenwe nakho kokuthenga ngaphakathi nohlelo, i-Instagram ikleliswe endaweni yesibili, ilandelwa yi-YouTube kweyesithathu. Kuyathakazelisa ukuthi ngenkathi i-TikTok iyinkundla ethembeke kancane yokuthenga ngaphakathi nohlelo phakathi kwabathengi bebonke, uGen Z uyayithanda ngempela, ekhombisa ushintsho emikhubeni yokuthenga yesizukulwane esincane.

Ukusebenza kwalezi zinkundla zokuthengisa umphakathi kuboniswa nakakhulu ngezibalo eziqondene nenkundla. Isibonelo, ukuxhumana namakhasimende kuma-Instagram DM kuguqula u-70% wesikhathi, futhi ukumaka umkhiqizo endaweni yesikhulumi kukhulisa ukuthengiswa ngo-37%. Ku-Facebook, cishe abasebenzisi abayizigidi ezingu-1 bathenga njalo ngenyanga, Izitolo ze-Facebook ziziqhayisa ngabasebenzisi abasebenzayo abayisigidigidi esi-1 ezitolo ezingaphezu kwezigidi ezingu-250 emhlabeni jikelele.

Umthelela weTikTok ekusetshenzisweni kwemali komphakathi uyaqhubeka nokukhula, udlula amaRandi ayizigidi ezingama-250 e-US kuphela. Ifomethi yokuzibandakanya yesikhulumi ibonakala iphumelela kakhulu, njengoba abasebenzisi be-TikTok abangu-92% bagqugquzelwe ukuthenga ngemva kokubuka isikhangiso.

Njengoba ukuthengiswa kwezohwebo kwezenhlalo emhlabeni wonke kubikezelwa ukuthi kuzofinyelela ku-$8.5 trillion ngonyaka wezi-2030, amabhizinisi kufanele akhethe ngobuchule futhi athuthukise ukuba khona kwawo ezisekelweni eziqondana kangcono nezithameli nemigomo yawo.

I-B2B Social Selling Landscape

Ngenkathi amabhizinisi e-B2C akwamukela kalula ukuthengiswa komphakathi, indawo ye-B2B nayo ibona ushintsho olukhulu kule ndlela. Ucwaningo lwe-LinkedIn luveza ukuthi u-75% wabathengi be-B2B basebenzisa izinkundla zokuxhumana ukuze benze izinqumo zokuthenga, okugcizelela ukubaluleka kokuba khona komphakathi okuqinile kubathengisi be-B2B.

Umthelela wokuthengisa komphakathi emalini engenayo ye-B2B awunakuphikwa. Ngokusho kwe-LinkedIn, u-78% wamabhizinisi asebenzisa ukudayisela umphakathi wenza kahle kunalawo angawasebenzisi, kanti izinkampani ezibeka phambili ukuthengiswa komphakathi zinamathuba angama-51% okufinyelela izabelo zazo zokuthengisa.

I-LinkedIn iphuma njengesizinda esinamandla sokudayiswa komphakathi kwe-B2B, ochwepheshe bezokuthengisa beziqhayisa ngenkomba eqinile yokuthengisa komphakathi endaweni enamathuba angama-45% ngaphezulu. Ngaphezu kwalokho, izethameli ezivezwe emilayezweni yomkhiqizo ku-LinkedIn zinamathuba aphindwe kasithupha okuguqula. Ocwaningweni olulodwa, ama-31% abathengisi abasebenzisa ukuthengisa komphakathi ku-LinkedIn babike amadili okuvala abiza ngaphezu kuka-$500,000 ngaphandle komhlangano owodwa mathupha.

Abathengi be-B2B baya ngokuya belindela umuzwa ongenamthungo, wokuqala wedijithali. E-US nase-Canada, u-42% wabathengi bacwaninga abathengisi ababathinta ngokubheka amaphrofayela abo e-LinkedIn. Ukwengeza, u-89% wabakhangisi be-B2B sebevele basebenzisa i-LinkedIn ukuze bakhiqize umkhondo, beqaphela amandla enkundla okuqhuba ukukhula kwebhizinisi.

Njengoba indawo ye-B2B edayiselwa umphakathi iqhubeka nokuvela, amabhizinisi ajwayelana futhi asebenzise lezi zinkundla ezinamandla azoba sesimweni esihle sokwakha ubudlelwano, ukusungula ukwethembana, futhi ekugcineni avale amadili amaningi.

Proven Social Selling Strategies

Ukuze kwandiswe umthelela wokuthengisa komphakathi, amabhizinisi kufanele asebenzise amasu asekelwe idatha nezindlela ezihamba phambili. Ukwenza kube ngokwakho kuye kwavela njengomshayeli oyinhloko wempumelelo, kanti u-94% wabakhangisi uqinisekisa ukuthi kuthuthukisa ukuthengisa. Ngokuhlanganisa okuqukethwe nokusebenzisana kubathengi ngabanye, abathengisi bangakha ukuxhumana okuqinile futhi bakhuphule amanani okuguqulwa.

Okuqukethwe kwevidiyo kuphinde kwafakazela ukuthi kushintsha igeyimu ekuthengiseni umphakathi. Amafomethi wevidiyo amafomu amafushane, njenge-TikTok, i-Instagram Reels, namaShorts we-YouTube, ahlinzeka nge-ROI enkulu kakhulu yabakhangisi. Kumavidiyo okuthengisa efomu elide, ubude obufanele buphakathi kwemizuzu engu-3-6, okwenza kube nebhalansi phakathi kokuhlanganyela kanye nokulethwa kolwazi. Amandla evidiyo ayabonakala, ngabathengi abangu-82% abasho ukuthi baye baqiniseka ukuthi bathenge ngemva kokubuka ividiyo yomkhiqizo.

Ukuzibandakanya nokuqukethwe okukhiqizwa ngumsebenzisi (UGC) elinye isu elisebenzayo. Nakuba abathengi bengase bangathembi ngokugcwele ukuthenga komphakathi okwamanje, i-UGC ingasiza ukuvala igebe. Ama-87% amabhizinisi ahlaba umxhwele abika ukuthi i-UGC inyusa ukuthengisa kwawo, kanti ama-92% athi ikhulisa ukuqwashisa ngomkhiqizo. Ukuze ukhuthaze amakhasimende ukuthi athumele i-UGC, u-64% wabathengisi bezenhlalo baklelisa ukusebenzelana komphakathi okusebenzayo njengendlela ephumelela kakhulu, elandelwa yizisusa ezifana nezaphulelo nemivuzo.

Ukwakha umphakathi osebenzayo kubalulekile ukuze ukuthengisa kuphumelele impumelelo. Eqinisweni, u-45% wabathengisi ubheka ikhono lokwakha nokuxhumana nomphakathi njengesici esibaluleke kakhulu inkundla yezokuxhumana okufanele ibe nayo ngezinjongo zokuthengisa umphakathi.

Ngokusebenzisa lawa maqhinga afakazelwe futhi ahlale ehambisana nesimo senkundla yezokuxhumana esihlala sishintsha, amabhizinisi angakwazi ukuthuthukisa imizamo yawo yokuthengisa umphakathi futhi akhiqize imiphumela ephusile.

Ikusasa Lokuhwebelana Kwezenhlalakahle

Njengoba inkundla yezokuxhumana iqhubeka nokubumba ukuziphatha kwabathengi kanye nalokho abakuthandayo, ikusasa lezentengiselwano zomphakathi libukeka lithembisa ngendlela emangalisayo. Ukuziphatha kwabathengi kuyashintsha, njengoba u-71% wabathengi manje sebencamela ukuqoqa ulwazi ngokwabo lapho becwaninga umkhiqizo noma isevisi, ngokombiko weHubSpot's 2024 State of Sales. Lo mkhuba uphinde usekelwe yiqiniso lokuthi ama-96% ochwepheshe bezokuthengisa bathole ukuthi lapho beqala ukukhuluma nomuntu ongase abe khona, umthengi usevele enze ucwaningo ngomkhiqizo noma isevisi enentshisekelo.

Izizukulwane ezincane, ikakhulukazi, ziya ngokuya ziphendukela ezinkundleni zokuxhumana ukuze zithole futhi zithenge imikhiqizo, kunokuthembela ezinjinini zokusesha ezivamile. Lokhu kushintshwa kokuziphatha kulindeleke ukuthi kusheshise, njengoba izinkundla zokuxhumana kulindeleke ukuthi ziqhube ama- $ 1.2 trillion ekuthengiseni ngo-2025, njengoba kubikwe yi-Accenture.

Njengoba ezentengiselwano zomphakathi ziqhubeka nokuvela, amabhizinisi kufanele azivumelanise nokuhlangabezana nokushintshayo okulindelwe ngamakhasimende awo. Lokhu kuhlanganisa ukutshala imali kokuhlangenwe nakho kokuthenga okungaphakathi nohlelo okungenazihibe, ubuchwepheshe obusafufusa obusebenzayo obufana ne-augmented reality kanye ne-virtual reality, kanye nokubambisana nabagqugquzeli ukuze kufinyelelwe izethameli ezintsha.

I-Actionable Takeaways

Ukuze asebenzise amandla okuthengisa komphakathi, amabhizinisi kufanele:

1. Beka kuqala izinkundla zenkundla yezokuxhumana eziqondana nezethameli ezihlosiwe nemigomo yazo, ugxile kulezo ezinamaleveli aphezulu okuthembana kanye nokuzizwisa okuhle kakhulu kokuthenga ngaphakathi nohlelo.
2. Faka imali kumasu okwenza kube ngokwakho ukuze udale okuqukethwe okufanelana nawe nokusebenzisana okuhambisana nabathengi abangabodwana, okugqugquzela ukuxhumana okuqinile nokwenyusa izinga lokuguqulwa.
3. Sebenzisa amandla okuqukethwe kwevidiyo, ikakhulukazi amafomethi wefomu elifushane njenge-TikTok, i-Instagram Reels, kanye nama-Shorts we-YouTube, ukukhulisa ukuzibandakanya kanye nokushayela ukuthengisa.
4. Khuthaza futhi uzibandakanye nokuqukethwe okukhiqizwa umsebenzisi (i-UGC) ukuze kwakhiwe ukwethembana, ukukhulisa ukuqwashisa ngomkhiqizo, nokuthuthukisa ukuthengisa.
5. Yakha futhi ukhulise umphakathi osebenzayo ezinkundleni zokuxhumana, ubeke phambili izici ezenza kube lula ukusebenzelana nomphakathi.
6. Hlala ujwayelene nesimo sezentengiselwano somphakathi esithuthukayo, ukulungisa amasu ukuhlangabezana nokushintshayo okulindelwe ngabathengi kanye nobuchwepheshe obukhulayo obukhulayo ukuze kuthuthukiswe umuzwa wokuthenga.

Ngokusebenzisa lezi zinyathelo ezithathwayo ezingenziwa, amabhizinisi angasebenzisa ngempumelelo amandla okuthengisa emphakathini ukuze aqhubekisele ukukhula, akhe ubudlelwano obuhlala njalo namakhasimende, futhi avikele umkhawulo wokuncintisana endaweni yemakethe yedijithali ehlala ishintsha.

Isiphetho

Njengoba ukuziphatha kwabathengi kuqhubeka nokuvela futhi izinkundla zokuxhumana ziya ngokuya zihlanganiswa nolwazi lokuthenga, amabhizinisi ahlulekayo ukwamukela ubungozi bokuthengisa komphakathi asala ngemuva. Isikhathi sokuthatha isinyathelo manje - wamukele amandla okuthengisa komphakathi futhi ulungiselele ibhizinisi lakho ikusasa lapho ukuhweba komphakathi kubusa kakhulu.