Ukumaketha kwangaphakathi kumayelana nokuhlinzeka ngolwazi nezisombululo ezinkingeni zezithameli ozihlosile. Ukuba nesu elisebenzayo lokuqukethwe kokumaketha kwangaphakathi kusiza ekwakheni amakhasimende athembekile aphinde athenge futhi angahumushela kuzincomo zezwi-lomlomo zebhizinisi lakho noma umkhiqizo wakho.
Kulesi sihloko, sizoxoxa ngokuthi yikuphi ukumaketha okungenayo, ukuthi kusebenza kanjani, nokuthi kungani kufanele ukusebenzise ukuthuthukisa isu lakho. Sizophinda sethule izinyathelo ezilula ukuzilandela ukuze uqalise ngokumaketha okungenayo ukuze ukhulise ibhizinisi lakho.
Okuqukethwe
Liyini isu lokuqukethwe kokumaketha kwangaphakathi
Isebenza kanjani i-inbound marketing
Ukumaketha kwangaphakathi uma kuqhathaniswa nokuphumayo
Ubani osebenzisa ukumaketha kwangaphakathi nokuthi kungani
Amasu okuthengisa angenayo ukuze aqhubekise ukukhula kwebhizinisi
Liyini isu lokuqukethwe kokumaketha kwangaphakathi
Isu lokuqukethwe lokumaketha kwangaphakathi ligxile ekudaleni okuqukethwe okubalulekile okuhambisana nezidingo zezethameli eziqondiwe zebhizinisi lakho ukusiza ukuxazulula izinkinga zabo kanye nokukhuthaza ubudlelwano bamakhasimende besikhathi eside.
Izisombululo ibhizinisi lakho elizihlinzekayo zingavezwa ngezindlela ezihlukene, ngokuqukethwe kufaniswe nenkundla ethile elivela kuyo, kodwa kuhlanganiswe inhloso yokuxhumana nabangase babe abathengi kuzo zonke izigaba zomjikelezo wokuthenga.
Izinhlobo ezijwayelekile zamasu okuqukethwe kokumaketha okungenayo zihlanganisa;
- Okuthunyelwe kwebhulogi
- I-E-Books namaphepha amhlophe
- Amavidiyo
- infographics
- webinars
- Izihloko zezindaba
- ezokuxhum
Kodwa-ke, okuqukethwe okuphoqayo kungaba ngamajamo namasayizi amaningi ahlukene - ngakho-ke yiba nobuhlakani lapho ucabanga ngezindlela eziningi onganikeza ngazo izidingo zezithameli zakho.
Kusebenza kanjani ukumaketha kwangaphakathi?
Ukumaketha kwangaphakathi kusebenza kahle uma ibhizinisi lakho likhiqiza okuqukethwe kwekhwalithi ephezulu izethameli ozihlosile ezibandakanya nakho. Ngakho-ke, ukuthengisa kwangaphakathi kusebenza kanjani?
- Akukhona nje ukuthengisa. Kumayelana nokudala igama elihle lomkhiqizo kanye nokusiza abangaba amakhasimende. Yenza abantu bazi ukuthi ungubani njengebhizinisi (noma ngaphezulu mayelana nemikhiqizo yakho) futhi inikeza izimpendulo eziwusizo emibuzweni yabo.
- Inamandla okwenza
- dala ithrafikhi ephindayo kuwebhusayithi yakho,
- i-spark word-out-mouth promotion yomkhiqizo wakho, futhi
- yenza imikhondo yokuxhumana nayo.
- Yehlisa izindleko zokumaketha futhi inikeza imbuyiselo ephezulu ekutshalweni kwezimali (ROI) ngokuhamba kwesikhathi.
- Isiza ukudala umkhiqizo othembekile nothembekile futhi idonsela ukuhola kwekhwalithi okuvela ezithamelini ezifanele kakhulu.
Ukudala isu lokuqukethwe kokumaketha kwangaphakathi futhi kunikeza ithuba eliyingqayizivele lemikhiqizo ukuthi ikhule ngokuzibandakanya kwamakhasimende. Ukulalela izingxoxo zamakhasimende, ukuphendula imibuzo, nokwamukela impendulo kusiza amabhizinisi aqonde kangcono ukuthi kwenziwa kanjani ukuthuthukiswa kwemikhiqizo namasevisi.
Qaphela futhi i imikhondo ezuzwe ngokumaketha kwangaphakathi kulapho ugxila khona isu lakho lokumaketha eliphumayo. Abantu asebevele bazibandakanya nomkhiqizo wakho kungenzeka bahlanganyele namasu okuthengisa aphumayo, ngakho-ke ukuqondisa ukumaketha kubo kungasebenza kangcono kunokufinyelela izethameli ezibanzi ngezikhangiso ezivamile.
Ukumaketha kwangaphakathi uma kuqhathaniswa nokuphumayo
Ukumaketha kwangaphandle kuyindlela yokuthengisa ephusha imiyalezo kumakhasimende angaba khona. Kuhlanganisa imibukiso yezohwebo, uchungechunge lwesemina, ukushaya ucingo olubandayo, imeyili marketing, izikhangiso ezizivelelayo, amabhodi okukhangisa, njll. Kungaba eqolo, futhi I-ROI iphansi kakhulu kunokumaketha kwangaphakathi.
Ukumaketha kwangaphakathi kuyisu lapho udala khona okuqukethwe okusabalalisa ukuqwashisa ngomkhiqizo, okuvumela abantu ukuthi bafunde okwengeziwe ngebhizinisi lakho. Isibonelo, bangase bavakashele iwebhusayithi yakho ukuze bathole ulwazi, okungase kubangele intshisekelo emikhiqizweni yakho futhi okungase kuholele ekuthengeni.
Yize amasu amaningi aphumayo ethatha isikhathi esiningi nomzamo futhi engase angakhiqizi umkhondo, amasu angenayo avumela amabhizinisi ukuthi abandakanye izethameli ezingafaneleka kalula njengabahola abangaba khona.
Sekukonke, amasu okuthengisa aphumayo aya ngokuya encipha ngokuhamba kwesikhathi ngenxa yezizathu ezimbili.
- Umuntu ojwayelekile oxhumeke ngedijithali ugcwele iziphazamiso zokumaketha eziphumayo okungenani ezingu-2,000 nsuku zonke. Ngenxa yalokho, abathengi bathola izindlela zokudala ezengeziwe zokuvimba le milayezo, isibonelo, izandiso zesiphequluli ezivimbela izikhangiso, ubunikazi bekholi, nokuhlunga ogaxekile be-imeyili.
- Izindleko zokufunda okuthile okusha noma ukuthenga ku-inthanethi ziphansi kakhulu kunokuhambela isemina noma ukundizela embukisweni wezohwebo.
Kunokuba ugxile ekukhangiseni okuphumayo kubantu abazama ukukuvimba, ungagxila ezinzuzweni zokumaketha kwangaphakathi, lapho uzisiza khona, futhi ibhizinisi lakho libonakale kubantu asebevele benentshisekelo embonini yakho.
Ubani osebenzisa ukumaketha kwangaphakathi futhi ngani?
Amasu okuthengisa angenayo angasetshenziswa yinoma yiliphi ibhizinisi elifuna ukwakha ubudlelwano obujulile, obunamandla namakhasimende abo. Ngakho, wonke umuntu ongasebenzisa ukumaketha kwangaphakathi kufanele. Futhi, cishe u-85% wabathengi benza ucwaningo ku-inthanethi ngaphambi kokuthenga. Ukumaketha kwangaphakathi kungahlangana namakhasimende lapho asohambweni lomthengi futhi kubanike izinsiza eziwusizo ezakha ukwethembana.
Ilungele kakhulu amabhizinisi amancane ngoba ishibhile futhi idala umtapo wolwazi ophilayo wokuqukethwe okunegama.
Amasu okuthengisa angenayo ukuze aqhubekise ukukhula kwebhizinisi
Manje njengoba sewazi ukuthi ukumaketha kwangaphakathi kungathinta kakhulu isu lokumaketha futhi kuyindlela eshibhile yokuguqula amakhasimende, uqala kanjani? Nawa amanye amathiphu nezibonelo zokumaketha kwangaphakathi okuzosiza ekuqhubekiseni ukukhula kwebhizinisi.
1 Chaza iphrofayili yakho yekhasimende efanelekile
Isu elihle lokuqukethwe kokumaketha kwangaphakathi liqala ngezithameli zakho ozihlosile. Bangobani? Bafunani? Yiziphi izinkinga abanazo ibhizinisi lakho elingakwazi ukuzixazulula? Nakhu lapho udala umuntu wakho oqondiwe.
Ukusikisela: Uma usuvele unalo ikhasi le-Facebook lebhizinisi, ungabuyekeza imininingwane yekhasi lakho ukuze ubone izibalo zabantu abavakashela ikhasi lakho. Lokhu kungaba isiqalo esiwusizo lapho wakha i-persona yakho eqondiwe futhi ngokuvamile kuzoholela emithonjeni yakho yokuqala engenayo.
Uma usuziqonda izithameli zakho, ungakha okuqukethwe okuzobaheha ngokuqondile ngokudala okuqukethwe (amabhulogi, amavidiyo, njll.) kanye social media.
2 Dala okuqukethwe okushayelwa umuntu
Ukudala okuqukethwe kwekhwalithi kuyisisekelo sesu eliphumelelayo lokumaketha kwangaphakathi. Gxila kokuqukethwe okukhanga ngqo izethameli oziqondise ku:
- Nikeza okungahle kube nabahola abasha ngolwazi olubalulekile abafuna ukuliguqulela kumakhasimende
- Qinisa ubudlelwano namakhasimende akhona
- Phuma kwabaqhudelana nabo
Kuyini okuqukethwe kwekhwalithi?
Okuqukethwe okuyikhwalithi okuqukethwe okusiza umfundi ngandlela thize. Lapho okuqukethwe kuthakasela, kukhuthaza, noma kusiza abafundi, maningi amathuba okuthi bazoguqulwa babe amakhasimende.
Nawa amathiphu asheshayo okudala ukumaketha kokuqukethwe okukhangayo kwangaphakathi:
- Ukubhala isihloko esihehayo
- Yenza okuqukethwe kubonakale (faka phakathi izithombe, amashadi, imidwebo kanye nevidiyo imbala)
- Bhala ngokujulile, izindatshana eziqhutshwa yidatha
- Sebenzisa ukuxoxa indaba kokuqukethwe kwakho
3 Hlola izihloko zezindaba
Izihloko zezindaba ziyisici esibalulekile sokudala okuqukethwe, njengoba izihloko zezindaba zivame ukunquma ukuthi othile uchofoza isixhumanisi noma cha ekuqaleni ngemva kokusesha. Isihloko esihle kufanele siqukathe igama elingukhiye le-athikili futhi sidonse ukunaka komfundi.
Nawa amanye amathiphu okudala izihloko zezindaba ezinhle:
- Qinisekisa ukuthi igama lakho elingukhiye lisesihlokweni
- Thatha ukunaka ngokubhala izihloko zezindaba ezihlukile, eziqondile, ezihlinzeka ngokuthile okuwusizo futhi ezinikeza umuzwa wokuphuthuma
- Sebenzisa izinombolo, njengokuthi '5 Amathiphu...'
- Sebenzisa amagama anamandla emoyeni
- Izihloko zezindaba nazo zivame ukuchofozwa uma ziphikiswa - kusetshenziswa amagama anjengokuthi 'hhayi' kunokuba 'njalo.'
Indlela engcono kakhulu yokunquma izihloko ezingcono kakhulu zebhizinisi lakho iwukuba I-A/B ihlola izihloko zakho futhi ubone ukuthi yiziphi ezithola ukuchofoza okuningi.
4 Yakha amakhasi ezinsika
Ikhasi lensika yikhasi kuwebhusayithi yakho elihlanganisa zonke izici zesihloko ezibalulekile kuzithameli zakho endaweni eyodwa futhi elixhumanisa namaqoqo wokuqukethwe okuhlobene. Amakhasi ezinsika adala isakhiwo sesayithi esihleleke kakhulu esiza amakhasi engeziwe ezingeni lesayithi lakho ku-Google futhi asize abantu bathole ulwazi kusayithi lakho kalula.
Amakhasi ezinsika made kunombhalo webhulogi ojwayelekile kodwa awajulile kangako. Baphendula imibuzo ebanzi ngesihloko esithile ngemininingwane elandelayo kokuqukethwe kweqoqo okuhlobene okuxhunywe ekhasini lensika.
Ukuze udale ikhasi lensika, qala ukucabanga ngezihloko ofuna ukuzilinganisela ngaphambi kokukhathazeka ngamagama angukhiye athile. Cabanga ngezithakazelo eziphezulu zezithameli zakho, izinselele, nezinto ezikukhathazayo futhi uqinisekise ukuthi isihloko sibanzi ngokwanele ukuze ukhiqize okuqukethwe kwebhulogi okuhlobene kakhulu kodwa hhayi kabanzi kangangokuthi awukwazi ukumboza isihloko ekhasini elilodwa lensika.
5 I-Search Engine Optimization (SEO)
SEO, noma ukusebenzisa ngokugcwele injini, ihlose ukuthuthukisa izinga lamakhasi ukuze kwandiswe amathuba ethrafikhi evela ekusesheni kwezinto eziphilayo. Ngakho-ke, i-SEO yokumaketha kwangaphakathi isho ukukhomba amagama angukhiye amakhasimende asevele ayawafuna futhi enza kahle amakhasi kusayithi lakho ngale migomo.
Kuyini ukwenziwa ngcono kwe-SEO kusayithi?
I-SEO ekusayithi isho ukuthuthukisa okuqukethwe kwekhasi kanye nekhodi yomthombo we-HTML. Umgomo omkhulu uwukwenza kube lula ngangokunokwenzeka kukho kokubili izinjini zokusesha nabasebenzisi:
- Qonda ukuthi ikhasi lewebhu limayelana nani
- Khomba lelo khasi njengelihambisana nosesho (okungukuthi igama elingukhiye elithize noma isethi yamagama angukhiye)
- Thola lelo khasi liwusizo futhi lifanele ukulinganiswa kahle ekhasini lemiphumela yenjini yokusesha (SERP).
Kepha i-SEO esendaweni ingaphezu kwamagama angukhiye, izinto ezimbalwa “zegama elingukhiye-agnostic” zithonya ukwenziwa kwekhasi kusayithi. Lezi zihlanganisa izinto ezifana nalezi:
- Ukusetshenziswa kwesixhumanisi ekhasini: Zingaki izixhumanisi ezikhona? Ingabe angaphakathi noma angaphandle? Bakhomba kuphi?
- Ijubane lokulayisha ikhasi
- Ukusetshenziswa kwedatha ehleliwe ye-Schema.org noma enye imakhaphu
- Isakhiwo se-URL yekhasi
- Iselula-ubungane
- Imethadatha yekhasi
Yize ukwenziwa ngcono kwe-SEO kusayithi kubalulekile, akusanele ukuthi uzame ukukala amagama angukhiye afanelekile - amagama angukhiye adinga ukuholela kokuqukethwe okufanele.
6 Okuthunyelwe kwebhulogi yesivakashi
Sebenzisa ukuthunyelwa kwebhulogi yesivakashi ukuze wakhe igunya kanye negama elaziwayo embonini yakho. Ukuba nebhulogi yokumaketha engenayo ehlobene neminikelo yenkampani yakho kwamanye amasayithi ahlobene nakho kungakha ama-backlink amahle futhi kwandise ithrafikhi yezinto eziphilayo. Nakuba ama-backlink nethrafikhi kuyinzuzo yokuthunyelwa kwesivakashi, akufanele kube yilokho kuphela okugxilwe kukho (akusona isikhangiso).
Ekuxoxeni ngokuthi kungani ukubhuloga kwezivakashi kuyisu elingcono kakhulu lokumaketha langaphakathi, u-Neil Patel unikeza isibonelo sempumelelo yokubhuloga yezivakashi.
UJon Cooper wakha ukwethembeka njengengcweti ye-SEO lapho eshicilela “Uhlu Oluphelele Lwamaqhinga Okwakha Izixhumanisi.” U-Jon wamukele ukubhuloga kwezivakashi, nokuthunyelwe okukodwa kwesivakashi okushicilelwe kukho I-Moz ikhiqize izivakashi ezicela ku-400.
7 Inkundla yezokuxhumana esebenzayo
Inkundla yezokuxhumana ingelinye lamathuluzi okuthengisa angenayo angcono kakhulu atholakalayo futhi azokusiza ukuthi uxhumane nabathengi abangahle, ushayele ithrafikhi kokuthunyelwe kwakho kwebhulogi futhi wandise ulwazi lomphakathi ngenkampani yakho. Iphinde ikunikeze ithuba lokwazi kangcono izethameli zakho ozihlosile.
Awuqinisekile ukuthi udinga ukutshala imali ezinkundleni zokuxhumana? I-Harris Poll, egameni leSprout Social, inhlolovo abathengi base-US nabaphathi bebhizinisi ukuze baqonde ukuthi basebenzisa kanjani inkundla yezokuxhumana kanye nokubaluleka kokumaketha kwezokuxhumana. Nazi ezinye zezibalo abazithole:
- Abathengi abangu-55% bafunda ngemikhiqizo emisha ezinkundleni zokuxhumana (lokhu kubaluleka nakakhulu njengoba i-Gen Z izuza amandla engeziwe okuthenga)
- Abathengi abangu-68% babona ukuthi inkundla yezokuxhumana ibenza bakwazi ukuxhumana nemikhiqizo nezinkampani
- U-78% wabathengi uthenga enkampanini ngemuva kokuba nolwazi oluhle nabo ezinkundleni zokuxhumana
- U-72% wezinkampani zisebenzisa idatha yenkundla yezokuxhumana ukwazisa izinqumo zebhizinisi
Kodwa khumbula, umkhiqizo wakho akudingeki uvele kuzo zonke izinkundla zokuxhumana. Kubalulekile ukukhetha iziteshi ezisetshenziswa kakhulu yimakethe yakho, cabanga lapho:
- sebenzisa isikhathi sokungcebeleka
- sebenzisa imali
- bheka ulwazi nezeluleko
Uma usunqume iziteshi ezifanele zokumaketha kwangaphakathi, ungabhala imilayezo yakho.
8 Sebenza nabanamandla
Ukusebenza nabagqugquzeli kuvame ukuhambisana necebo lakho lenkundla yezokuxhumana. Abagqugquzeli banabalandeli abaningi ababathandayo nababethembayo; ngakho-ke, zingaba indlela ephumelelayo yokuthuthukisa ibhizinisi lakho.
Bambisana nabathonya abadumile ngezibalo zakho zabantu futhi ubenze bakhuthaze inkampani noma umkhiqizo wakho. Lokhu kungaba iphromoshini noma ukuvumela ezinkundleni zokuxhumana, noma umgqugquzeli angabhala okuthunyelwe kubhulogi.
Shintsha izivakashi zibe izingcaphuno
Uma usuhehe abantu kuwebhusayithi yakho, ufuna ukubenza babe ngabaphambili. Nawa amasu okuthengisa angenayo okuguqula abasebenzisi/abafundi babe amakhasimende;
- Amafomu okubhalisa
- Izingcingo eziphoqayo esenzweni (CTAs)
- Ukukhuthaza ukubhalisela i-newsletter yebhizinisi
- Isu lomkhankaso we-imeyili wefomula
- Ukumaketha kabusha kwe-PPC
Isu lomkhankaso we-imeyili wefomula
Kunokuba uthumele ama-imeyili amaningi kubantu abasanda kukhipha ingoma, thumela imikhankaso ethile yokumaketha nge-imeyili kubantu abakhethe ukungena. Lokhu kwandisa amathuba okuba amakhasimende anentshisekelo avule i-imeyili futhi kunciphisa amathuba okuthi ikheli lakho lasesizindeni se-inthanethi livinjelwe kugaxekile.
Qiniseka ukuthi i-A/B ihlola ama-imeyili akho omkhankaso wokumaketha angenayo ukuze unqume ukuthi yiziphi izakhiwo namakhophi asebenza kahle kakhulu.
Ukumaketha kabusha kwe-PPC
Ukumakethwa kabusha kwezikhangiso kukuvumela ukuthi uqondise abantu abake bavakashela iwebhusayithi yakho ngaphambilini ngezikhangiso eziqondiswe bona ngqo. Ngaphandle, kubukeka njengokukhangisa kwendabuko; kodwa-ke, lelisu lisebenzisa amakhukhi esiphequluli ukukhomba izikhangiso ze-google kubantu abake bavakashela iwebhusayithi yakho ngaphambilini.
Ukumaketha kabusha kunamandla kakhulu kunezikhangiso ezivamile ngoba abantu ababuka izikhangiso sebebonise intshisekelo ethile ebhizinisini lakho. Iphinde ikuvumela ukuthi wenze ngendlela oyifisayo izikhangiso kumsebenzisi ngamunye, okuzenza zihlobane kakhulu futhi zingaholela ekuguqulweni.
Jabulisa amakhasimende amanje
Ufuna ukwenza ngaphezu kwalokho ukuze ujabulise amakhasimende akho ngemva kokuthenga.
Ungakha okuzenzakalelayo kuqhinga lakho lokumaketha elingenayo. Lokhu kungase kuhlanganise umlayezo wekalishi olahliwe wamakhasimende angaba khona, imilayezo yokubonga, ama-imeyili okulandelela aqondene nawe, iminikelo yesaphulelo noma izicelo zempendulo ngemva kokuthenga.
Uma ushiya amakhasimende ezizwa ejabulile ngemva kokuthenga kwawo, kwandisa amathuba okuba abagqugquzeli bebhizinisi noma umkhiqizo wakho.
Yini okulandelayo?
Uma usuwakhe okuqukethwe kuwebhusayithi yakho, okuhlanganisa namakhasi ezinsika, udinga ukukukhipha lapho ukuze izethameli zakho zikuthole. Vele, i-SEO ingasiza, kepha ezinye izinto ongazenza ukukhulisa ukusebenza kahle kwesu lakho lokuqukethwe lokumaketha elingenayo lifaka inkundla yezokuxhumana, okuthunyelwe kwebhulogi yezivakashi, nokusebenza nabagqugquzeli.
Ungaphinda usebenzise amasu okuthengisa nge-imeyili kanye namasu okumaketha kabusha e-PPC ukuze uguqule umkhondo ube amakhasimende. Futhi, ungakhohlwa ukujabulisa amakhasimende akhona ukuze awenze abathuthukisi bebhizinisi lakho.
