Njengomnikazi webhizinisi elincane noma eliphakathi, ukuma ngaphandle emakethe egcwele abantu kungaba umsebenzi onzima. Kodwa-ke, ungakhiqiza ukuqwashisa okukhulu komkhiqizo futhi uqhube ukuthengisa ngamasu afanele wokumaketha.
Isu eliyingqayizivele ongalisebenzisa ukumaketha ngegciwane, lapho ukhiqiza khona okuqukethwe okuthathelwanayo okukhula ngokushesha futhi kusakazeke phakathi kwezithameli zakho.
Kulesi sihloko, sizohlola izimiso ezibalulekile zokumaketha okubangelwa amagciwane futhi sinikeze nemininingwane esebenzayo yokwenza okuqukethwe okuthelelanayo. Ekugcineni, uzokwazi ukudala okuqukethwe okusiza ibhizinisi lakho ukuthi liphumelele endaweni yedijithali yokuncintisana.
Masingene singene!
Okuqukethwe
Ukuqonda ukumaketha ngegciwane
Izakhi ezibalulekile ekwakhiweni kokuqukethwe okuthathelwanayo
Amasu okuthengisa ngegciwane
Ukulandelela impumelelo yokuthengisa ngegciwane
Ukuqhubekela phambili ngokuqukethwe okuthelelanayo
Ukuqonda ukumaketha ngegciwane
Ukuthengisa ngegciwane kuyisu elinamandla lokuthengisa elibandakanya ukudala okuqukethwe okusabalala ngokushesha futhi ngokomzimba ngokusebenzisa iziteshi ezahlukene. Ihlukile ekukhangiseni okuvamile, okuncike ekunyusweni okuqondile nokukhangisa okukhokhelwayo.
Kumabhizinisi e-B2C, ukumaketha ngegciwane kungaba yinzuzo emangalisayo. Ngokwenza okuqukethwe okuhambisana nezethameli zakho ozihlosile, ungakwazi ukukhiqiza ukuqwashisa okukhulu komkhiqizo futhi uqhube ukuzibandakanya.
Abanye izinzuzo zokumaketha ngegciwane kumabhizinisi e-B2C afaka:
- Izindleko-ukusebenza
- Ukufinyelela okubanzi
- Ukwanda kokuzibandakanya
- Ukuqwashisa komkhiqizo okuthuthukisiwe
- Amandla amakhulu okutholwa nokugcinwa kwamakhasimende
Kodwa-ke, kubalulekile ukuqaphela ukuthi akuyona yonke imikhankaso yokukhangisa ngegciwane ephumelelayo. Ukuze udale okuqukethwe okuthinta ngempela izethameli zakho futhi okuhamba phambili, kubalulekile ukuqonda izici ezibalulekile zokuqukethwe yigciwane.
Isayikholoji ngemuva kokuqukethwe okuthathelwanayo
Impumelelo yokukhangisa ngegciwane incike ekudaleni okuqukethwe abantu abafuna ukwabelana ngakho. Ukuze uqonde ukuthi yini eyenza okuqukethwe kwabelwane, kubalulekile ukumba kungqondongqondo engemuva kwakho.
Omunye umqondo oyinhloko kulokhu imali yomphakathi, okubhekisela enanini abantu abalubeka olwazini ababelana ngalo nabanye.
Kunoma yiluphi uhlobo "lokumaketha", okuqukethwe okunikeza imali yomphakathi kuthola amasheya amaningi. Lokhu kungenxa yokuthi okuqukethwe kwenza owabelanayo abukeke ehlakaniphile noma ehlukile, noma kuqinisa ubunikazi bakhe.
Izakhi ezibalulekile ekwakhiweni kokuqukethwe okuthathelwanayo
Ukudala okuqukethwe okusabalala njengomlilo wequbula kuyiphupho lawo wonke amakethi. Kodwa njengoba sesishilo ngenhla, kuthatha okungaphezu komqondo omuhle ukwenza izinto zibe negciwane.
Ukwakha okuqukethwe okuthelelanayo kudinga ukuqonda izethameli zakho, ukuhlobana, amahlaya, ukuxoxwa kwezindaba, okubonwayo, kanye nemizwa. Ngokusebenzisa lezi, ungenza kangcono umlayezo womkhiqizo wakho noma umkhankaso ukuze uhehe ukwabelana okwengeziwe.
Bheka ithebula elingezansi ukuze uthole isifinyezo saleyo naleyo yalezi zakhi ngaphambi kokuthi sibhekisise ngayinye ngayinye:
| I-Element | Incazelo |
| Ukuqonda Izithameli zakho | Ukwazi izibalo zabantu zababukeli bakho, okuncamelayo, kanye namagugu. |
| Ukudala ukuhambisana | Ukuqinisekisa ukufika kwesikhathi nokufaneleka kokuqukethwe kwakho. |
| Ukuqamba indaba | Ukwakha indaba ethinta izilaleli zakho. |
| Ukudala ukukhanga okubonakalayo | Ukusebenzisa izici ezikhangayo kokuqukethwe kwakho. |
| Ukuvusa imizwa | Ukudala ukuxhumana okungokomzwelo nezilaleli zakho. |
Ake singene ku-elementi ngayinye yalezi ngezansi nokuthi zisetshenziswa kanjani:
Ukuqonda izithameli zakho
Ukwakha okuqukethwe okuthelelanayo, kubalulekile ukuqonda izethameli zakho. Bheka idatha efana namamethrikhi enkundla yezokuxhumana, impendulo yekhasimende, namathrendi embonini. Sebenzisa lolu lwazi ukuze udale okuqukethwe okukhuluma nezithameli zakho futhi onelise yazo imali yomphakathi.
Isibonelo esiyimpumelelo salokhu Umkhankaso kaNike othi “Dream Crazier” eqondise abasubathi besifazane. Kulo mkhankaso bekunevidiyo ebibungaza abasubathi besifazane abangahambisani nokulindelwe ngabesilisa. Ngokuqondisa abasubathi besifazane, i-Nike ikwazile ukuxhumana nenani elithile labantu futhi idale okuqukethwe okukhuluma ngokuqondile namagugu abo.
Esinye isibonelo ukuthi Umkhankaso kaDove othi “Ubuhle Bangempela”, ebifaka uchungechunge lwezikhangiso namavidiyo abungaza ubuhle bemvelo besifazane. Lo mkhankaso ubugxile kwabesifazane bangempela abanemizimba yangempela uma kuqhathaniswa namamodeli anemizimba emikhulu. Ngokukhomba abesifazane babo bonke osayizi, i-Dove yakwazi ukuxhumana nenani labantu elibanzi futhi yakha okuqukethwe okuhambisana nohlu olubanzi lwabesifazane.
Ukudala ukuhambisana
Yenza okuqukethwe kwakho kuhlobane ngokubhekana nezitayela zamanje, izehlakalo, noma izindaba ezibalulekile kuzithameli zakho. Bopha umkhiqizo wakho noma umkhiqizo kulezi zihloko ngendlela yokuthi uzizwa engokwemvelo futhi eyiqiniso.
Ngokwesibonelo, Umkhankaso we-Coca-Cola othi “Yabelana nge-Coke” ngokwezifiso amabhodlela abo ngamagama adumile. Lokhu kwakha ukuhambisana futhi kwenza abantu bakhuluma ngakho futhi babelane ngakho kuyo yonke inkundla yezokuxhumana.
Ukusebenzisa amahlaya ngempumelelo
Amahlaya angaba ithuluzi elinamandla ekudaleni okuqukethwe okuthelelanayo, kodwa kubalulekile ukukusebenzisa ngendlela efanele umkhiqizo wakho nezithameli. Cabangela ithoni nobuntu bomkhiqizo wakho futhi uqiniseke ukuthi amahlaya akho ahambisana nawo.
Ukubona lokhu kusebenza, sihlukanise izibonelo ezimbili eziyimpumelelo ngezansi:
- Ama-Snickers: Ama-Snickers anomlando omude wokusebenzisa amahlaya emikhankasweni yawo yokumaketha. Yabo"Awuyena Uma Ulambile” umkhankaso ihlanganisa abantu abaphendukela abalingisi abahlukene uma belambile, njenge-diva noma ingane encane ehlanyayo. Lo mkhankaso usebenze ngendlela emangalisayo ngoba wenza abantu bacabange ngama-Snickers njalo uma belambile.
- I-Poo-Pourri: I-Poo-Pourri iwuphawu lwesifutho sokugezela esizuze inkolo elandelayo ngenxa yemikhankaso yalo yokukhangisa ehlekisayo. Esinye sezikhangiso zabo ezidume kakhulu, esibizwa ngokuthi "Ngisho no-Santa Poops," sibonisa owesifazane ogqoke njengoNkk. Claus echaza ukuthi i-Poo-Pourri ingasiza kanjani u-Santa ukuba abe nolwazi lokugezela olungenakucindezeleka ngobusuku obandulela uKhisimusi. Isikhangiso sisebenzisa amahlaya ukuze sibhekane nesihloko esingavumelekile sephunga lasendlini yangasese futhi sizuzile ukubukwa okungaphezu kwezigidi ezingu-46 ku-YouTube. Imikhankaso ka-Poo-Pourri ikhombisa ukuthi amahlaya angaba yithuluzi elisebenzayo lokuthatha izihloko ezibucayi futhi azenze zingeneke kakhulu kubabukeli.
Ukuqamba indaba
Khomba umlayezo owumongo noma indaba ofuna ukuyisho futhi uyisebenzise ukuze uqondise ekudaleni kwakho okuqukethwe. Umlayezo owumongo noma indaba kufanele ibe ingqikithi ehlanganisa konke okuqukethwe kwakho nemiyalezo. Kufanele kube yiqiniso kumkhiqizo wakho futhi ukhulume namagugu nezinkolelo zababukeli bakho ohlosiwe.
Umkhankaso ka-Apple othi “Think Different” iyisibonelo esihle sokulandisa okuxoxa indaba emayelana nokusungula izinto ezintsha kanye nekhono lokusungula. Lo mkhankaso ubunezikhangiso ezinezithombe ezifana no-Albert Einstein, uMartin Luther King Jr., no-John Lennon, ezinomugqa wethegi othi “Think Different.” Izikhangiso zibeke i-Apple njengophawu olwazisa ukuqamba nokuzenzela. Futhi lo mkhankaso usize ekuqiniseni isithunzi se-Apple njengomholi wezinto ezintsha.
Ngokufanayo, Umkhankaso njalo othi “Njengentombazane” wasebenzisa indaba exoxwayo ukubekela inselele imibono yobulili futhi ehlomisa amantombazane amancane. Lo mkhankaso wawunevidiyo eyayicela abantu ukuthi babonise ukuthi kusho ukuthini ukugijima, ukujikijela nokulwa “njengentombazane.” Ividiyo ibonise ukuthi abantu abaningi bahlobanisa lezi zenzo nobuthaka noma ukuthobeka, kodwa yabe isibekela ababukeli inselelo yokuthi bacabange kabusha ukucabangela kwabo.
Kuzo zombili lezi zibonelo, indaba iqondise ukudalwa kokuqukethwe ukuze kuqinisekiswe ukuthi yonke imilayezo iyahambisana. Ngokuxoxa indaba ehehayo nethinta izethameli zakho, ungakha okuqukethwe okuhehayo, okukhumbulekayo, futhi okunomthelela.
Ukudala ukukhanga okubonakalayo
Ukufaka izithombe, amavidiyo, ukusakaza bukhoma, noma imifanekiso kungenza okuqukethwe kwakho kuhehe futhi kwabelwane ngakho. Amavidiyo ahlinzeka ngolwazi olujulile futhi asiza ukuxhumana nababukeli bakho ngeleveli yomuntu siqu. Ukusakaza bukhoma kuhle ukusebenzisana kwesikhathi sangempela, kuyilapho ihluzo zingahlukanisa okuqukethwe okusindayo kombhalo futhi kukwenze kukhange nakakhulu.
The Umkhankaso we-Red Bull Stratos ibonise ukusakaza bukhoma kwe-skydiver egxumayo isuka emaphethelweni esikhala. Lokhu kwadlulisa umlayezo womkhiqizo wabo futhi kwadonsa ukunaka kwezigidi emhlabeni wonke.
Ukuvusa imizwa
Ukuvusa imizwa kubalulekile ekudaleni okuqukethwe okuthelelanayo. Khomba imizwa ofuna ukuyivusa futhi uyisebenzise ngempumelelo ukuze udale okuqukethwe okuhambisana nezithameli zakho. Lokhu kuzoncika ezinhlosweni zokuqukethwe kwakho kanye nomlayezo ofuna ukuwudlulisa.
Uma usuyibonile imizwa, ungasebenzisa izindlela ezahlukahlukene njengokuxoxa indaba, izithombe, namahlaya ukuze udale okuqukethwe okuthinta izethameli zakho. Ngokungena emizweni, ungakha okuqukethwe okukhumbuleka kakhudlwana futhi okwabelwana ngakho, njengoba abantu kungenzeka bahlanganyele nokuqukethwe okubenza bazizwe okuthile.
Umkhankaso oyimpumelelo Umkhankaso we-Extra Gums' othi "Indaba ka-Sarah no-Juan"., esebenzisa uthando nokulangazelela ukuxoxa indaba ethinta inhliziyo.
Amasu okuthengisa ngegciwane
Uma kuziwa ekukhangiseni ngegciwane, alikho isu elilingana nosayizi owodwa. Ibhizinisi ngalinye lizoba nempumelelo eyengeziwe (noma ngaphansi) ngesu ngalinye elihlukile. Ngakho-ke, kubalulekile ukwenza ucwaningo ngaphambi kokumosha imali ngamasu angasebenzi.
Izinhlobo ezahlukahlukene zamasu okuthengisa ngegciwane, afaka:
- Imikhankaso yevidiyo
- Izinselelo zenkundla yezokuxhumana
- Meme marketing
- Ukuthengiswa kwe-Influencer
- Okuqukethwe okwenziwe ngumsebenzisi
Kuleli thebula, uzothola isifinyezo esingasetshenzwa saso ngasinye ukuze siqondise isinqumo sakho:
| Uhlobo lomkhankaso | Isifinyezo |
| Imikhankaso yevidiyo | Imikhankaso yevidiyo ingaba yindlela enamandla yokubamba ukunaka nokudlulisa umlayezo. Ukudala ividiyo okwabelwana ngayo nejabulisayo ehambisana nezethameli eziqondiwe kungaholela ekushayweni kwegciwane. |
| Izinselelo zenkundla yezokuxhumana | Izinselelo zenkundla yezokuxhumana zingaba indlela esebenzayo yokuxhumana namakhasimende nokudala okuqukethwe okukhiqizwa umsebenzisi. Isibonelo, ibhrendi yokufaneleka ingase iqalise inselele yokukhuthaza abalandeli ukuthi bathumele izithombe zabo besebenza futhi basebenzise i-hashtag enegama. |
| Meme marketing | Ukumaketha kwe-meme kungenye isu elingasebenza ngempumelelo ekubambeni ukunaka nokushayela ukuzibandakanya. Amabhrendi angakha ama-meme awo noma angene kuma-meme akhona ukuze adale okuqukethwe okwabiwe. |
| Ukuthengiswa kwe-Influencer | Ukusebenzisana nabagqugquzeli benkundla yezokuxhumana ukuze kugunyazwe umkhiqizo noma umkhiqizo kuwumongo wokumaketha kwabanamandla. Kuyisu elinamandla elingakhuphula ukuqashelwa komkhiqizo futhi lisungule ukwethembeka ngokusebenzisa abalandeli abathembekile. |
| Okuqukethwe okwenziwe ngumsebenzisi | Imikhankaso yokuqukethwe okukhiqizwa umsebenzisi ibandakanya ukukhuthaza amakhasimende ukuthi adale futhi abelane ngokuqukethwe okuhlobene nomkhiqizo noma umkhiqizo. Lokhu kungaba yindlela enamandla yokukhiqiza i-buzz nokudala umuzwa womphakathi endaweni yomkhiqizo. |
Sincoma kakhulu ukuthi wenze ukuhlaziya kwemboni yebhizinisi lakho le-B2C, bese usebenzisa indlela engcono kakhulu efana nale mboni ohlwini olungenhla.
Ukuze uthole okwengeziwe, funda le bhulogi mayelana nokuhlonza imboni yakho: Indlela Yokwenza Ukuhlaziywa Kwezimboni
Ukulandelela impumelelo yokuthengisa ngegciwane
Uma usuyisebenzisile igciwane lakho marketing isu futhi kudalwe okuqukethwe okuthelelanayo, kubalulekile ukulandelela impumelelo yomkhankaso.
Sebenzisa amathuluzi okuhlaziya ukuqapha ukufinyelela kokuqukethwe kwakho, ukubandakanyeka, namazinga okuguqulwa. Landela ama-metrics afana nokwabelana kwenkundla yezokuxhumana, amazwana, ukuthanda, nokuchofoza ukuze ubone ukuthi okuqukethwe kwakho kusebenza kanjani.
Ukwengeza, landelela ukuthi okuqukethwe kwegciwane kuzithinta kanjani izinjongo zebhizinisi lakho, njengokukhuphuka kwethrafikhi yewebhusayithi, ukuthengisa, noma ukuqwashisa ngomkhiqizo.
Ngokulandela impumelelo yakho, ungalungisa isu lakho, wandise okuqukethwe kwakho, futhi wandise i-ROI yakho.
Ukuqhubekela phambili ngokuqukethwe okuthelelanayo
Kumabhizinisi e-B2C afuna ukwandisa izethameli zawo futhi ahehe amakhasimende amasha, ukuthuthukisa okuqukethwe okuthelelanayo kungaba yinzuzo enkulu. Ngokusebenzisa amasu okumaketha amagciwane, ukwazi izethameli zakho, nokudala okuqukethwe okubandakanyayo, ungandisa amathuba akho okuba negciwane.
Ukuze ufunde kabanzi mayelana nokukhulisa ukuqwashisa ngomkhiqizo wakho, hlola ibhulogi yethu lapha: Ukuqwashisa Ngomkhiqizo: Umbono Onamandla Owakha Ubuqotho.
