Okuqukethwe
Siyini isabelomali sokumaketha, futhi kungani sibalulekile?
Ibhizinisi elincane kufanele lichithe malini ekukhangiseni?
Indlela yokudala isabelomali sokumaketha?
Isabelomali sokumaketha esibeka phambili imigomo yakho
Ukuba nesabelomali sokumaketha samabhizinisi amancane kubalulekile futhi ezikhathini eziningi ingxenye enempilo yesabelomali somkhiqizo wabo izobekwa eceleni ukuze isetshenziswe ngemigudu ehlukahlukene. Kodwa-ke, wazi kanjani ukuthi amadola akho okuthengisa asetshenziswa ngobuhlakani?
Ukumaketha kwenziwa kangcono kunesu eliqinile lokumaketha kanye nesabelomali esikhona. Kusebenza njengomhlahlandlela wokuqinisekisa ukuthi uhlala umgomo wakho ngezindleko ezilinganiselwe nezingokoqobo. Ukwengeza, ikuvumela ukuthi ulandelele i-ROI yakho futhi uhlele isikhathi eside sempumelelo yebhizinisi lakho.
Mhlawumbe yingakho amabhizinisi emhlabeni jikelele eqale ukuthatha isabelomali sokumaketha ngokungathi sína. Ngokusho kwe-Gartner 2022 CMO Spend Strategy Survey, izabelomali zokumaketha ezibize u-6.4% nje wemali engenayo emaphakathi yenkampani ngo-2021 zifinyelele. 9.5% e 2022.
Nakuba ingekho indlela elula yokuthuthukisa nokuqapha isabelomali sokumaketha samabhizinisi amancane, nazi izinyathelo ezinhlanu zokunqoba izinselele zokuqala nokwenza isabelomali esisebenza kahle. Kodwa ngaphambi kokuba sifinyelele kukho, ake sibheke ukuthi siyini isabelomali sokumaketha ngokuningiliziwe.
Siyini isabelomali sokumaketha, futhi kungani sibalulekile?
Isabelomali sokumaketha isilinganiso sezindleko zebhizinisi zokuthuthukisa imikhiqizo namasevisi alo noma ukuqwashisa ngomkhiqizo. Ithuthukiswa njalo ngenyanga, ngekota, noma ngonyaka futhi ihlanganisa zonke izindleko ezihambisana namaphrojekthi wesikhathi esifushane noma eside.
Isabelomali sokumaketha sibaluleke kakhulu kumabhizinisi abo bonke osayizi, ikakhulukazi amabhizinisi amancane, ukugwema izinkinga ezizayo. Uma imikhankaso yakho ingaxhaswanga ngendlela efanele noma izindleko zakho zokumaketha zingahambelani nemali oyizuzayo, ibhizinisi lakho lingase ligcine inani labasebenzi eliphansi, ukuntuleka kwezinsiza, kanye nokufinyelela okunganele.
Ibhizinisi elincane kufanele lichithe malini ekukhangiseni?
Inani lemali okufanele lisetshenziswe ibhizinisi ekukhangiseni liyahlukahluka ngokuya ngemboni nosayizi webhizinisi. Ngokusho kwe-US Small Business Administration, isabelomali esijwayelekile sokumaketha sezinkampani ezinenzuzo ezenza ngaphansi kuka-$5 wezigidi ekuthengisweni sesiseduze. 2% -10% yemali engenayo iyonke. Ukukunikeza umbono ongcono, nazi izibonelo zezindleko zokumaketha ezahlukahlukene amabhizinisi okufanele azilindele ukukhangisa, ukuthuthukisa, kanye nokumaketha imikhiqizo yawo, imikhiqizo, kanye nezinsizakalo.
Ukumaketha okungakahleleki
Amasu okuthengisa angenayo zijikela ekudaleni okuqukethwe okubalulekile okuhambisana nezidingo zamakhasimende akho okungenzeka futhi okubakhuthaze ukuthi bazitike ngobudlelwano besikhathi eside nomkhiqizo wakho. Lokhu kungabandakanya imisebenzi efana nale:
- Ukudalwa kokuqukethwe (ngokujwayelekile izindatshana, ama-ebook, namavidiyo)
- SEO (i-SEO esekhasini, i-SEO engaphandle kwekhasi, i-SEO yobuchwepheshe)
- Ukumaketha nge-imeyili
- Ukukhushulwa kwezokuxhumana
Ukumaketha okuphumayo
Ukumaketha kwangaphandle kuyindlela evamile yokuphusha umkhiqizo wakho kumakhasimende angaba khona. Ngokuvamile kufaka phakathi imisebenzi elandelayo:
- Izikhangiso zenjini yokusesha
- Izikhangiso zokuxhumana nabantu
- Izikhangiso zomdabu
- Izikhangiso ze-TV
- Izenzakalo
Ukumaketha kwangaphandle ngokuvamile kunezindleko zokukhangisa eziphakeme zamabhizinisi amancane futhi kukhiqiza i-ROI encane kunokumaketha okungena ngaphakathi.
Amathuluzi
Izindleko ezengeziwe zifaka noma yiziphi izixazululo zesofthiwe, njengesofthiwe yesabelomali sokumaketha, nengqalasizinda ongase uyidinge ukuze usekele ukukhuthazwa komkhiqizo. Lokhu kungase kuhlanganise iwebhusayithi yakho, isofthiwe yokumaketha ezishintshayo, izinhlelo zokuphatha okuqukethwe, ividiyo noma izinhlelo zokusebenza zokudala okuthunyelwe kwenkundla yezokuxhumana, nokuningi.
Ngokocwaningo olwenziwe nguGartner ngo-2021, abaholi bezentengiso bachitha 26.6% yesabelomali sabo sokumaketha kubuchwepheshe bokumaketha, okuyenza ibe indawo enkulu yokutshalwa kwezimali, ilandelwa yimidiya ekhokhelwayo, abasebenzi, nama-ejensi.
Nazi iziqondiso ezimbalwa okufanele uzikhumbule lapho unquma ibhajethi yokumaketha efanele yebhizinisi lakho.
- Cabangela noma yiziphi izibuyekezo noma izinguquko okufanele uzenze ekuhleleni kwakho kwamanje, isibonelo, ukuklama kabusha iwebhusayithi, izinguquko zelogi, ukuvuselela impahla yokumaketha, njll.
- Yiziphi izindleko zamanje zokukhangisa, ukunakekela, kanye nokukhangisa umkhiqizo wakho?
- Qinisekisa ukuthi ibhajethi yakho yokukhangisa ihambisana nesabelomali sakho sokumaketha. Isabelomali sokukhangisa sisho izindleko ezihambisana nemikhankaso yezikhangiso, kanti isabelomali sokumaketha sihlanganisa zonke izindawo zokumaketha, okuhlanganisa nokukhangisa. Ngakho-ke, kubalulekile ukuthi bobabili bawele emgqeni. Ngokufanelekile, ufuna ukusetha u-1/3 webhajethi yakho yokukhangisa kanye no-2/3 osele kwezinye izindawo zokumaketha.
Indlela yokudala isabelomali sokumaketha?
Manje njengoba sesihlanganise zonke izinto eziyisisekelo zesabelomali sokumaketha, sekuyisikhathi sokubheka isu lezinyathelo ezi-5 zokuthuthukisa isabelomali sokumaketha esiqinile kanye nendlela yokusilandelela.
#1 - Qonda abantu bomthengi:
I-buer persona iwukuboniswa okusekelwe ocwaningweni kwababukeli bakho ohlosiwe. Ungaba nabantu abaningi abathengi kodwa uhlose ukuthi ungadluli kwabahlanu. Ukuze udale umuntu othanda umthengi, qala ngokuqoqa idatha mayelana nezithameli oziqondise.
- Yenza izinhlolovo zamakhasimende akho akhona
- Xoxa nabantu ocabanga ukuthi bayafana nekhasimende lakho elikahle
- Khomba izibalo zezethameli usebenzisa i-Google Analytics
- Sebenzisa i-Facebook Insights ukuze uqonde ukusebenzisana komsebenzisi nomkhiqizo wakho
Umuntu othengayo kufanele afake ulwazi olulandelayo:
- Indawo
- Ubudala
- UJobe
- Income
- Imfundo
- Ugqozi kanye nemigomo
- Isimo sobudlelwane
- Izinkinga noma izinselelo ababhekana nazo empilweni
- Yini engenza ukuphila kwabo kube lula?
#2 - Thola izinhloso zakho zokumaketha ze-SMART futhi uzivumelanise nesabelomali sakho:
Ekukhangiseni, i-SMART iwuhlelo lokubeka umgomo olusiza amaqembu okukhangisa ukuthi enze imigomo Ecacile, Elinganisekayo, Efinyelelekayo, Engokoqobo, kanye Nefika Ngesikhathi. Lezi zinhloso zikwenza kube lula ukunquma inkambo esebenza ngempumelelo futhi kusungulwe inhloso enkulu yezinqubo zokumaketha zebhizinisi lakho.
Ungasebenzisa izinjongo ze-SMART kunoma yimuphi umkhankaso wokumaketha ngokulandela lezi zinyathelo:
- Specific - Dala izinhloso ezicacile nezichaziwe zomkhankaso.
- ulinganiseke - Nquma amabhentshimakhi okusebenza ofisa ukuwasebenzisela izinhloso zakho.
- Iyafinyeleleka - Sebenzisa idatha ukuze uhlole ukuthi izinhloso zakho zingafinyeleleka kangakanani.
- Ongokoqobo - Hlaziya ukuthi amasu akho amanje angakusiza yini ukufeza izinhloso zakho.
- Ngesikhathi - Nquma umugqa wesikhathi ongasebenza wezinhloso zakho (isikhathi eside noma esifushane)
Ukucacisa ngezinhloso zakho zesikhathi esifushane nezesikhathi eside kuyisihluthulelo sokwenza isabelomali sokumaketha esishayela i-ROI ephezulu. Isibonelo, imigomo yokuthengisa yesikhathi esifushane ingaba ukunciphisa amaphromoshini wamanani, ukukhangisa kwe-PPC, njll., kuyilapho imigomo yokuthengisa yesikhathi eside ingase ihlanganise ukudala ama-athikili alungiselelwe ukusesha ukuze kukhuliswe ukuqwashisa ngomkhiqizo noma ukwakha umphakathi othembekile wabalandeli.
Khumbula ukuthi ukumaketha akukhiqizi ukuthengisa ngobusuku obubodwa. Kufanele ngokuqhubekayo wenze futhi ulungise uhlelo lwakho ukuze ubone imiphumela emihle futhi ube nokuhlukaniswa okucacile kwesabelomali sokumaketha eduze ukuze ubone ukusetshenziswa kwakho kokumaketha.
#3 - Cabangela imakethe nokuncintisana; Ukuhlaziywa kwe-SWOT:
Ukuze uqonde kangcono imakethe yakho oyihlosile, ukwenza ucwaningo lwemakethe kubalulekile. Kulapho ukuhlaziya kwe-SWOT kungasiza khona. Ukuhlaziywa kwe-SWOT (Amandla, Ubuthakathaka, Amathuba, Nezinsongo) kukusiza ukuthi uhlaziye ibhizinisi lakho nezimbangi zakho ukuze udale isu elisebenzayo lokumaketha noma imikhankaso yomuntu ngamunye.
Nansi indlela ukuhlaziywa kwe-SWOT kusebenza ngayo.
- Amandla – Yiziphi izici ezihamba kahle? Yini ekunika inzuzo ngaphezu kwezimbangi zakho ezimakethe? Ingabe i-ROI ikufanele?
- Ukubuthakathaka – Yini engasebenzi? Yini ekubeka kusimo esingesihle phakathi kwezimbangi zakho? Yibuphi ubuthakathaka bezinsiza zakho zamanje?
- Amathuba - Yimaphi amathuba alele ngaphandle kwenhlangano yakho ongawasebenzisa?
- Izinsongo - Yiziphi izici ezingaphandle kwenhlangano okufanele uzigweme?
#4 - Khetha iziteshi ezifanele zokumaketha:
Khumbula isinyathelo sokuqala sokwenza isabelomali sokumaketha - ukukhomba abantu abathengi. Ukukhetha okuhlosiwe kuzokusiza ukuthi unqume ngamashaneli okutholwa okungenzeka akhiqize i-ROI enkulu kakhulu.
Ocwaningweni olushicilelwe ngabakwaStatista ngo-Agasti 2021, i-Facebook kwakuyinkundla yezokuxhumana ethandwa kakhulu, ene 93% yabadayisi abatshala imali kuyo. I-Instagram ibone ukusetshenziswa kwe-78% kanye nokusetshenziswa kwe-LinkedIn ngama-61%.
Ukuze ukhethe iziteshi ezifanele, zibuze:
- Yiziphi iziteshi umthengi wakho avame ukuvama kuzo?
- Ayini amakhono eqembu lakho?
- Ingakanani imali ofisa ukuyitshala?
Lapho unohlu lweziteshi okufanele uzisebenzise ezinhlelweni zakho zokumaketha.
#5 - Kala i-ROI:
Uma utshale ingxenye enkulu yemali yakho engenayo ekukhangiseni umkhiqizo wakho, uzofuna ukubona ukuthi amasu ayasiza yini noma alimaza umkhiqizo wakho ngaphambi kokuhlela ikusasa. amabhajethi wokumaketha. Indlela engcono kakhulu yokwenza lokhu ngokulinganisa i-ROI.
Iningi lomsebenzi wakho wokwenza isabelomali ngaphambi kwesikhathi uzosuselwa ekuqageleni. Kodwa-ke, ngokushesha nje lapho uqala imikhankaso nezinhlelo zokumaketha, kufanele ulandelele ukuthi ikusiza kanjani ukuthi uthuthukele ezinhlosweni zakho. Kuye ngemiphumela oyibonayo, ungase ufune ukulungisa amaqhinga kanye nezindleko zakho zokumaketha.
Kubalulekile ukubala ukuthi yikuphi ukuthengisa ongase ukuthole ngokusebenzisa imali yakho yokumaketha. Amaqembu amaningi okuthengisa afuna ukulandelela imiphumela futhi aqhutshwa idatha. Nokho, bambalwa abenza kahle. Ngaphambi kokuthi wazi, uzobhajwa emsebenzini onemininingwane futhi ugweme ukuzindla. Isibonelo, ukugoqa imikhondo emisha akukhona ukushaya inombolo eqondiwe eholayo ngoba akubona bonke abaholayo abangabaphambili abaqeqeshiwe. Imikhondo embalwa izobiza kancane ukuyikhiqiza kodwa ayisoze yaphumela ekuthengisweni. Yingakho ukulandelela ukusebenza kwezinhlelo zakho zokumaketha kubalulekile.
Uma uthola ukuthi imali esetshenziswe esiteshini noma umkhankaso othile ibangele i-ROI eyengeziwe, ungase ufune ukwandisa isabelomali sesiteshi esifanayo onyakeni olandelayo. Noma kunjalo, uma imali yakho ingayi ndawo, yisikhathi sokuhlola ibhajethi yakho.
Isabelomali sokumaketha esibeka phambili imigomo yakho
Isabelomali esihlelwe kahle sokumaketha samabhizinisi amancane sisebenza njengomhlahlandlela ozokuholela empumelelweni. Bhekisisa kabanzi abantu bakho bomthengi nohambo, bhala phansi imigomo yakho, futhi ugweme izengezo ezingahambelani nemigomo yakho yokumaketha. Okokugcina, nazi izinto ezimbalwa ongazithatha:
- Vuleleka ekuhloleni amasu amasha namashaneli usebenzisa ingxenye encane yesabelomali sakho.
- Thatha izinyathelo zengane kuye ngedatha ongathola kuyo izandla.
- Sabalalisa isabelomali sakho eziteshini ezimbalwa nakuwo wonke amafaneli wokumaketha.
- Linganisela ukuthengiswa ongase ukuthole ngokusebenzisa imali yakho yokumaketha futhi wandise isabelomali sesiteshi nge-ROI ephezulu kakhulu.
Landela le mithetho eyisisekelo futhi ulungise ibhajethi yakho ngokusekelwe emiphumeleni oyitholayo. Maduze, uzothola indawo emnandi yokwaba isabelomali sakho sokumaketha nokukhulisa i-ROI yakho.
