I-avareji yebhodi lokukhangisa ibiza cishe u-US$2,000 ngenyanga. Uma abantu abangafika ezinkulungwaneni eziyikhulu edolobheni beyibona, izindleko ngombono ngamunye zingaba ngu-2¢. Ngakolunye uhlangothi, cabanga okuthunyelwe ku-Facebook, inkundla yezokuxhumana enkulu kunazo zonke emhlabeni, efinyelela izigidi zabasebenzisi abasebenzayo nyanga zonke, futhi kubiza kancane ngoba okuthunyelwe kwe-organic media social kumahhala.
Iqiniso lokuthi lesi simo asijwayelekile likhombisa izinga namandla okumaketha ezinkundleni zokuxhumana. Ngakho-ke uma amabhizinisi ephatha ngobuchule ukumaketha kwawo kwenkundla yezokuxhumana, angafinyelela abantu abaningi ngezindleko eziphansi kunezinye izindlela eziningi zokumaketha ezingawavumela.
Qhubeka ufunda ukuze uthole ukuthi inkundla yezokuxhumana ibandakanyani nokuthi izinkampani zingayisebenzisa kanjani ukukhulisa ukufinyelela kwazo ngo-2024 nangale kwalokho.
Okuqukethwe
Ubuhle nobubi bokumaketha kwenkundla yezokuxhumana
Amathiphu ayi-8 okusiza abathengisi ukuthi bakhe isu eliphelele lenkundla yezokuxhumana
Isiphetho sendaba
Ubuhle nobubi bokumaketha kwenkundla yezokuxhumana
Ukuthengisa okwandisiwe
Imikhankaso yokukhangisa yenkundla yezokuxhumana ephumelelayo ivamise ukuthuthukisa ukuqashelwa komkhiqizo, ikhuphule ithrafikhi yewebhusayithi, futhi ikhiqize imikhondo eminingi. Okubaluleke nakakhulu, le miphumela ihumusha ekuthengisweni okuphezulu nenzuzo.
Imbuyiselo eqinile ekutshalweni kwezimali (ROI)
Njengoba ukuthumela kuma-akhawunti ezinkundla zokuxhumana cishe kumahhala, leli su lokumaketha lingenye yezindlela ezingabizi kakhulu zokufinyelela abantu abasha. Kuba sobala nakakhulu lapho amabhizinisi eqhathanisa ukumaketha kwemithombo yezokuxhumana okuphilayo neziteshi ezivamile zokumaketha ezibizayo nezilinganiselwe (njengezikhangiso zokuphrinta namabhodi wokukhangisa).
Ubudlelwano bekhasimende obuthuthukisiwe
Amabhizinisi angasebenzisa amanethiwekhi omphakathi ukuze axhumane ngokuqondile nesizinda samakhasimende awo. Kuyindlela enhle yokubhekana nokukhathazeka nokuphendula imibuzo ngokushesha. Ngaleso sizathu, amabhizinisi angaba nokusebenzisana okuhle futhi, ekugcineni, athuthukise umbono wawo womkhiqizo kanye nobudlelwano bamakhasimende.
Okubi kokumaketha kwenkundla yezokuxhumana
Naphezu kwezinzuzo zako eziningi, ukumaketha kwenkundla yezokuxhumana kunezinkinga zakho ezibalulekile. Ukwakha ubukhona obuqinile benkundla yezokuxhumana (ikakhulukazi ngokwezinto eziphilayo) kungadla isikhathi nomzamo. Isibonelo, amabhrendi angase adinge ukudala okuthunyelwe kwamasonto onke angaphezu kwama-20 ezinkundleni zabo ezibalulekile futhi anikeze amahora amabili nsuku zonke ekulawuleni ukuxhumana komphakathi.
Ngeshwa, inqubo ivamise ukudinga ulwazi lobuchwepheshe ekwakhiweni kwezithombe, ukubhala okuqukethwe, ukuthwebula izithombe, isevisi yamakhasimende, kanye nevidiyo, okusho ukuthi amabhizinisi kungase kudingeke aqashe abaphathi bezokuxhumana. Imikhiqizo emincane ingase ingakwazi ukuhlangabezana nalezi zidingo ngaphakathi futhi isebenzise imali ekukhipheni imisebenzi yangaphandle.
Ukwengeza, nakuba inkundla yezokuxhumana inezithembiso eziningi kuneziteshi zendabuko, isenayo imikhawulo ethile. Okokuqala, imizamo yokuthengisa ingafinyelela kuphela kubasebenzisi abasebenzayo. Amabhizinisi kungase kudingeke asebenzise amanye amasu okumaketha uma izethameli eziqondiwe zingaxhunyiwe ku-inthanethi.
Amathiphu ayi-8 okusiza abathengisi ukuthi bakhe isu eliphelele lenkundla yezokuxhumana
1. Chaza imigomo ethile
Isinyathelo sokuqala sokwakha isu elisebenzayo lokumaketha lenkundla yezokuxhumana ukuchaza imigomo ehambisana nezinjongo zebhizinisi. Imikhiqizo kufanele inqume ukuthi ifunani ngemizamo yenkundla yezokuxhumana ngaphambi kokungena esu lokumaketha. Imigomo ingabandakanya ukushayela ithrafikhi yewebhusayithi, ukukhulisa ukuzibandakanya kwamakhasimende, ukukhulisa ukuqwashisa ngomkhiqizo, ukukhiqiza umkhondo, noma ukuthuthukisa ukwaneliseka kwamakhasimende.
Uma amabhizinisi esebeke le migomo, angakwazi ukuwahlukanisa abe izinyathelo ezingenzeka kakhulu. Kuzosiza ukukhomba okumele bakwenze ukuze bafeze izinhloso zabo. Isibonelo, uma umgomo ukhulisa ithrafikhi yewebhusayithi ngokusebenzisa inkundla yezokuxhumana, izinyathelo zingabandakanya ukuthumela kaningi, ukuqhuba imikhankaso yezikhangiso eziqondiwe, nokuthuthukisa okuqukethwe ukuze kwabelwane.
2. Hlela isabelomali saleyo migomo
Umgomo uzohlala ungafezeki uma amabhizinisi engenaso isabelomali esidingekayo. Ngakho-ke, abathengisi kufanele banqume ukuthi singakanani isikhathi nemali abangayisebenzisa ngokunengqondo ekufinyeleleni imigomo yabo emisiwe. Kufanele futhi bacabangele izindleko ezingaba khona zokuphromotha okuthunyelwe, ukuqasha ama-freelancers/ama-ejensi, noma ukuqasha othile ukuthi aphathe imikhankaso yenkundla yezokuxhumana.
Nasi isibonelo somgomo ofana nezinjongo zebhizinisi futhi olingana nesabelomali. Uma abathengisi befuna ukukhiqiza imikhondo eminingi (cishe ngo-10% ngaphezulu) ngonyaka ozayo, okuhlosiwe kuzoba ukukhulisa ithrafikhi emakhasini afakwe esangweni ngo-25%, ukuqonda ukuthi zonke izivakashi ngeke zibe abaholayo.
Ngesabelomali esikhulu, amabhrendi angakhuphula okuhlosiwe kuye ku-35% ngenxa yezinsiza ezitholakalayo. Ngenkathi amabhizinisi anesabelomali esiqinile azonamathela emizamweni yezinto eziphilayo, labo abanemali yamahhala bangase bacabangele izikhala ezikhokhelwayo noma ukumaketha okunamandla ukuze bafinyelele izinhloso zabo ngokushesha.
3. Hlola izethameli nabantu abathengayo
Ukubeka imigomo nesabelomali kuyingxenye eyodwa nje yokuqala. Okulandelayo, amabhizinisi kufanele akhombe abathengi bawo kanye nezethameli, ukuze izinkampani zazi ukuthi yini okufanele ziqondiswe kuyo. Uma amabhizinisi ekhomba izidingo nezintshisekelo ezifanele, okuqukethwe kwawo kuzoheha izimpendulo ezifanele eziwasiza ukuthi ahlangabezane nemigomo yawo ebekiwe.
Isibonelo, inkampani ethengisa abagijimi abathandwayo nama-leggings ingase iqondise izinkulungwane zeminyaka ezinentshisekelo ekugqokeni okusesitayeleni kwezokusubatha (noma ukugijima). Ukuhlanganisa okuqukethwe ukuze kuqondiswe kubathengi nababukeli kuzosiza ukukugcina kuhambisana futhi kuhehe abalandeli abaningi.
Ithiphu le-Pro: Qoqa impendulo kubalandeli ukuze uqonde abakuthandayo, amaphuzu obuhlungu, namazinga wokwaneliseka. Le datha isiza ukuthuthukisa amasu futhi icwenge abantu bomthengi.
4. Khetha inkundla oyikhethayo yemizamo yokumaketha
Abakhangisi benkundla yezokuxhumana kumele bakhethe izinkundla ezifanele zemizamo yabo. Ochwepheshe abacebisi abathengisi ukuthi bathembele ohlwini oluchaziwe lweziteshi zomphakathi ezishisa izikhotha. Kunalokho, kufanele bacabangele izidingo zababukeli abaqondiswe kubo nalapho bechitha khona isikhathi esiningi.
U-Andrew Delaney, uchwepheshe wezokumaketha ezinkundleni zokuxhumana, uthi amabhizinisi kumele ngaso sonke isikhathi abe seziteshini abazihlosile futhi andise ukufinyelela kwawo lapho angasebenzisa khona kusasa. Ngokumaketha kwenkundla yezokuxhumana, amabhrendi kufanele abe ngaphambi kwejika. Isibonelo, uGen Z ukhetha i-TikTok-futhi uma kuyizethameli eziqondiwe, kungcono ukuthatha imizamo yokumaketha uye lapho bekhona.
Kepha, uma izinkulungwane zeminyaka ezithanda ezemidlalo zigxilile, i-Instagram ingaba yisiteshi esingcono sokufinyelela kuzo. Noma yikuphi lapho izithameli zithanda khona ukubloma ku-inthanethi, zisebenzisele ukumaketha kwenkundla yezokuxhumana. Amabhizinisi kufanele agweme ukuchitha isikhathi ezinkundleni zokuxhumana ngaphandle kwezethameli eziqondiswe kubo.
5. Thola amamethrikhi nama-KPI afanele ukugxila kakhulu
Isu lenkundla yezokuxhumana kufanele liqhutshwe yidatha, kungakhathaliseki ukuthi yiziphi izinjongo noma imboni. Leli qiniso lisho ukuthi amabhizinisi kumele agxile kakhulu kumamethrikhi abalulekile enkundla yezokuxhumana kunalawo angenalo inani. Amamethrikhi angukhiye okufanele alandelwe ahlanganisa ukufinyelela, ukuchofoza, ukuzibandakanya, ukusebenza kwe-hashtag, ukuthanda okuphilayo/okukhokhelwayo, nomuzwa.
6. Funda umncintiswano
Ukuthi amabhizinisi masha ekukhangiseni kwenkundla yezokuxhumana noma anesipiliyoni seminyaka, kumele aqonde isimo samanje somkhakha. Le ngxenye yilapho ukuhlaziywa kokuncintisana kusiza khona. Kuyasiza ukuhlonza izimbangi, lokho abakwenzayo kahle, nalokho abangenakho. Iyini inzuzo yalolu lwazi? Kwakha isithombe esicacile sokulindelwe yimboni futhi kusiza amabhrendi abeke okuhlosiwe kwezokuxhumana.
Isibonelo, uma umuntu oncintisana naye egxile kakhulu ku-Facebook kodwa ashaye indiva i-Twitter ne-Instagram, gxila kakhulu kulawa manethiwekhi angasasebenzi kangako. Le ndlela isiza ekwakheni amasu ahlukahlukene futhi yakhe ubukhona lapho izethameli zilangazelela okuqukethwe okusha—ngaphandle kokuyeka imizamo ezinkundleni eziphumelelayo njenge-Facebook.
Ithiphu yochwepheshe: Gada izibuyekezo zekhasimende lezimbangi ukuze uqonde ukuthi amakhasimende abo athanda ini nangakuthandi. Ngokugxila ezikhalweni ezivamile nezindikimba eziphindaphindayo, zembula amaphuzu ezinhlungu ama-brand angabhekana nawo esu lawo.
7. Qinisekisa ukuthi okuqukethwe kuhlukile futhi kuyaheha
Izigidigidi zabantu zisebenzisa izinkundla zokuxhumana emhlabeni wonke, okusho ukuthi abalandeli abaningi babone ukunikezwa nokuqukethwe yizimbangi. Ngakho-ke, amabhrendi adinga okuqukethwe kwenkundla yezokuxhumana okubandakanyayo okugqamayo futhi okukhuthaza ababukeli ukuthi balandele futhi bahlanganyele. Kodwa akugcini lapho. Izinzuzo zokuqukethwe okubandakanyayo kusuka ku-algorithms yenkundla yezokuxhumana—uma ibandakanya kakhulu, ayanda amathuba okufinyelela abasebenzisi abanentshisekelo.
Ukudala okuqukethwe okubandakanyayo, amabhrendi kufanele enze ucwaningo lwemakethe ukuze aqonde okuthandwa yizithameli zawo. Hlola isibonelo esingezansi ukuze ubone ukuthi sibukeka kanjani:
- Abathengi bazibandakanya kakhulu nokuqukethwe okubukwayo, njengezithombe, izithombe, i-infographics (53%), namavidiyo afushane (44%).
- Izinkulungwane zeminyaka zikhetha amavidiyo afushane, kuyilapho u-Gen Z, iMillennials, no-Gen X bejabulela okuqukethwe kwamavidiyo kakhulu.
- Okuqukethwe okuhlobene kukhumbuleka kakhulu, ngokuqukethwe okuhlekisayo okuthinta ikakhulukazi i-Gen Z kanye neMillennials.
Imikhiqizo kufanele futhi isebenzise izici zenkundla, yabelane ngokuqukethwe okukhiqizwa umsebenzisi, futhi ilandele izitayela zenkundla yezokuxhumana. Ukujoyina amathrendi kusenesikhathi kuqinisekisa ukuthi amabhrendi athola izinzuzo ezigcwele zobuqiniso futhi kukhulisa ukusebenzelana.
8. Bukeza futhi ulungise lapho kudingeka
Inkundla yezokuxhumana ishintsha njalo, ngakho-ke abathengisi kufanele babuyekeze amasu abo ngesikhathi sangempela ukuze bahlale bamanje. Bangabeka isimiso sokubuyekeza amasu—mhlawumbe nyanga zonke, ngekota, noma minyaka yonke, kuye ngokuthi amabhizinisi adinga ini. Bese, amabhrendi angasebenzisa lezi zibuyekezo ukuze ahlole ukuthi yini esebenzayo noma engasebenzi kahle ngenkathi ethola amathuba amasha.
Phakathi nalezi zibuyekezo, amabhizinisi kufanele ahlole inqubekelaphambili yawo ekufezeni imigomo yenkundla yezokuxhumana. Kanjani? Bangakwazi ukuqhathanisa ukusebenza kwabo kwamanje ngokuqhathaniswa nama-KPI namabhentshimakhi. Bangahlala benolwazi lwakamuva ngamathrendi akamuva futhi baqaphe izinguquko ze-algorithm kanye nokuziphatha kwabasebenzisi abasha uma bedinga ukuthuthukiswa. Isibonelo, uma ibhizinisi lithembele kakhulu ku-Twitter, cabanga ngomthelela wokuqamba kabusha kwalo ku-X kanye nezimbangi ezintsha kusukela ekutholweni kuka-Elon Musk.
Isiphetho sendaba
Ukumaketha kwenkundla yezokuxhumana kungasebenza kahle kakhulu, kodwa amabhrendi angase alahlekelwe izinzuzo uma bengenaso isimiso esikhona. Amabhizinisi angasebenzisa amathuluzi okuphatha ezokuxhumana ukuze aqinisekise ukuthi ukuthunyelwa kwawo okuqukethwe kulandela uhlelo. Lawa mathuluzi avumela amabhrendi ukuthi enze amagama-ncazo, engeze izithombe/amavidiyo, futhi ahlele okuthunyelwe kusenesikhathi. Ezinye izibonelo ezinhle zifaka i-HubSpot, i-Sprout Social, ne-Hootsuite. Ngakho-ke, ngemva kokwenza isu elihle kakhulu ngokusebenzisa lawa macebiso, amabhizinisi angasebenzisa lawa mathuluzi ukuze aqinisekise ishejuli yokuthumela njalo yesithombe somkhiqizo esingcono.
Okokugcina, uma ufuna eminye imininingwane yokumaketha efana nale, ungakhohlwa ukubhalisa kuyo I-Cooig.com Iyafunda namuhla.
