Ngeke ufunde lutho oluhle mayelana nefaneli yokumaketha okuqukethwe kulesi sihloko. Izinto ezimbi kuphela. Njengokuthi, iqondile kakhulu futhi ilula ukubhekana nobunzima bohambo lwamakhasimende.
Uma udinga uhlaka lokwakha isu lakho lokuqukethwe, kufanele kube wuhlaka olungasebenzisi ifaneli esikhundleni salokho. Futhi kunezizathu ezinhle kakhulu zalokho.
Ithini ifaneli yokumaketha okuqukethwe, noma kunjalo?
Ifaneli ekukhangiseni inqubo enezigaba eziningi eqondisa amakhasimende angaba khona kusukela ekuqaleni kokufunda ngomkhiqizo kuya ekuthengeni.
Ngokuya ngenguqulo, inezigaba ezi-3 - 6, futhi ibukeka kanjena:
Ngokwesiko, zonke izinhlobo zokuqukethwe zinendawo yazo ebekiwe esigabeni ngasinye:
- Top: amakhasi okufika komkhiqizo, ama-ebook, imihlahlandlela, okuningi okuthunyelwe kwenkundla yezokuxhumana, njll.
- Ephakathi: ama-webinars, izifundo ze-case, izinhlelo zokuthuthukisa umthofu, njll.
- Bottom: izindaba zempumelelo, amaphepha amhlophe, izinto ezivumela ukuthengisa, njll.
Kunengqondo, akunjalo? Hhayi ngokuphelele.
Yini engalungile ngemodeli yefaneli?
Kwenza kube lula ngokweqile yonke into ebalulekile kumkhangisi wokuqukethwe. Futhi ngenxa yalokho, imodeli ithola ezinye izinto ezingalungile ngokuphelele futhi ingazinaki ezinye.
Lokhu akuyona nje ithiyori. Ngisebenzise indlela yefaneli ezinkampanini ezahlukahlukene. Ekuqaleni, yayiqinisekisa, inikeza umuzwa wesakhiwo nokulawula. Nokho, lapho ngijula, kwaba yilapho ngidida khona. Kwaqala ukubonakala sengathi umuzwa wokuhleleka wawuwumcabango nje, njengoba yayingekho indlela ethembekile yokuqinisekisa ukuthi abantu babeyilandela ngempela ifaneli.
1. Akaqondi ukuziphatha kwabathengi
Imodeli yefaneli ithatha indlela eqondile ukusuka ekuqwashiseni kuya ekuthengeni futhi izama ukuphuthumisa abantu kuyo. Noma, empeleni, kukwenza ucabange wena kufanele iphuthumise abantu kuyo ngokuqukethwe kwakho.
Kodwa-ke, ukuziphatha kwabathengi kuyinkimbinkimbi kakhulu futhi akukona umugqa. Abantu bavame ukugxuma phakathi kwezigaba, bazivakashele kabusha, noma bathathe izindlela ezihlukile zokuthenga.
Ngakho, uhambo akulona ifaneli; kufana ne-maze.
Uhambo lwamakhasimende e-B2C luyinqaba nakakhulu. Uyasikhumbula leso sikhathi lapho ubona khona isikhangiso futhi wathenga lowo mkhiqizo ngokushesha? Noma ngokuphambene, indlela uhambo kusuka bheka kuya buy yahlala iminyaka. Ngiyazi ukuthi ngingakwazi:
Kodwa abakhangisi bokuqukethwe akufanele bazame ukuxazulula leyo maze, noma banqamule umugqa oqondile kuyo ukuze bazuze. Kungcono bazivumelanise nakho.
2. Izama ukufaka izikhonkwane eziyindilinga emigodini eyisikwele
Akuzona zonke izinhlobo zokuqukethwe ezingangena, futhi akufanele, zingene ezigabeni eziqinile zefaneli, njengoba imodeli ikufuna.
Nasi isibonelo esisekelwe kwesinye sezindatshana zethu. Yiziphi izigaba zefaneli yokumaketha ethunyelwa kubhulogi yethu mayelana nokuthi “Ungawathola kanjani amagama angukhiye omncintiswano ophansi”?
Njengoba ubona, imodeli ayikwazi ukuphatha enye yezindlela eziyisisekelo zokumaketha okuqukethwe - iposi lebhulogi. Kodwa thatha noma yiluphi uhlobo lokuqukethwe kwezemfundo, futhi uzothola inkinga efanayo. Izinhlobo eziningi zokuqukethwe zingasebenzisa izigaba eziningi zefaneli noma zisebenze kuzo zonke. Bobabili bangaheha futhi bahlanganyele kabusha isivakashi noma baze basilethe kusukela ekutholakaleni kuya ekuthengeni.
Ngenxa yalokho, ifaneli yokumaketha okuqukethwe ayilona usizo ekudaleni okuqukethwe okujabulisayo kumsebenzisi futhi okusebenzayo ebhizinisini.
3. Ayinaki ukugcinwa kwamakhasimende
Ukugcinwa kwekhasimende yindlela osebenza kahle ngayo ekugcineni amakhasimende akho. Kubalulekile ngoba awufuni amakhasimende athenge kanye nje kuwe; ufuna ukuqhubeka nokubuya ukuze ungadingi ukuheha umuntu ongamazi ngaso sonke isikhathi ukuze wenze ukuthengisa — lokho kulukhuni futhi kuyabiza.
Nansi enye indlela yokuyibuka. Ngokocwaningo olwenziwa yi-Bain and Company, ukunyuka kwamazinga okugcinwa kwamakhasimende ngo-5% kwenyusa inzuzo ngo-25% kuya ku-95%. Futhi kunengqondo uma ucabanga ngakho — uma othile ekucela ukuthi ukhiqize enye i-$1000 ngokuthengisa ngamahora angu-24, ungaya kumakhasimende akhona noma uzame ukuthola amasha?
Kodwa uma uqhuba izindlela zakudala zefaneli, ukunikeza amakhasimende akho akhona kulinganiselwe kakhulu ngoba ifaneli iphela esigabeni sokuthenga. Akukho lutho umthengisi wokuqukethwe angakwenza noma okufanele akwenze ngemuva kokuthi umuntu ongase abe ikhasimende.
Kunomcimbi lapho ugxile kakhulu ekumemeni izihambeli ezintsha uze ukhohlwe ukujabulisa lezo esezingaphakathi.
4. Ishaya indiva ukwanda kwamakhasimende
Uma ujaha amakhasimende amasha kuphela futhi ukhohlwe yilawo osuvele unawo, uphuthelwa yithuba lokwenza ukuthengisa okwengeziwe kuwo noma ukuwenza ancome ibhizinisi lakho kwabanye. Amakhasimende ajabule angathuthukisa ibhizinisi lakho ngokuthenga okwengeziwe futhi atshele abangani bawo ngawe.
Okuqukethwe kungasiza kanjani kulokho? Enye indlela enhle ukudala okuqukethwe okuholwa ngumkhiqizo. Lolu hlobo lokuqukethwe luklanyelwe ukukhombisa ukuthi umkhiqizo wakho ungayixazulula kanjani inkinga yekhasimende.
Indlela yokusebenza ilula: ukukhombisa izici zomkhiqizo zisebenza kuguqula umsebenzisi ojwayelekile abe umsebenzisi wamandla. Baqala ukusebenzisa izici eziningi futhi bathole inani elingcono kakhulu kubo, okwakha ukwethembeka futhi kukunikeza indawo enhle yokuthengisa.
Futhi uma lokho okuqukethwe kukuhle ngempela, abantu bazokwabelana ngakho nabanye, bakhulise ukufinyelela komkhiqizo wakho.
Into engcono kakhulu: okuqukethwe okuhle ngeke kunconywe amakhasimende akho kuphela. Abantu abadingi ngempela ukuba ngamakhasimende akho noma bazi okuningi mayelana nebhrendi yakho ukuze okuqukethwe kwakho kumemeze ezinkundleni zokuxhumana.
Ezinye izindlela ezi-3 ezingasebenzisi ifaneli okufanele uzicabangele
Isixazululo esingcono kakhulu sokushiyeka kwefaneli ukuthi ingabi nayo nhlobo ifaneli. Nasi isizathu:
- Ukujwayela ukuziphatha komthengi, hhayi ukukuphoqa. Gxila endleleni abathengi abaxhumana ngayo ngokwemvelo nokuqukethwe kunokuzama ukusho uhambo lwabo. Yenza okuqukethwe kwakho kufinyeleleke kalula ngaphandle kokubeka ukuthi kufanele kusetshenziswe kanjani.
- Ukusetshenziswa okuphumelela kakhudlwana kokumaketha okuqukethwe. Okuqukethwe kungasebenza kukho kokubili ukuthengiswa kwangaphambili nangemuva kokuthengisa. Akudingeki ukuthi kube usizo ngesikhathi esisodwa ngesikhathi. Ingaklanywa ukuthi ihlale iwusizo futhi ibalulekile ngokuhamba kwesikhathi.
- Indlela elusizo kakhulu yokudala okuqukethwe. Asikho isikhathi esichithwa ekunqumeni ukuthi lowo mhlahlandlela ozowubhala ungowokuphezulu noma phakathi kwefaneli. Ungamane ugxile ekuletheni inani futhi ujabulise izethameli zakho.
Nawa amamodeli amathathu ahlukene angenayo ifaneli abelana ngalezo zinzuzo.
1. Uhlaka lwamathuba ebhizinisi
Le ndlela imayelana nokusebenzisa okuqukethwe kwakho ukukhulisa ngokuqondile isidingo somkhiqizo wakho, kungaba ngaphambi noma ngemva kokudayiswa.
Esikhundleni sokuhlunga okuqukethwe ngezigaba zefaneli yokuthengisa, ukukala ngokusekelwe ekutheni kuhlobana kangakanani nomkhiqizo wakho.
Ngakho-ke ngokwesibonelo, ethuluzini lokumaketha lokuqukethwe, izihloko ezinamandla amakhulu ebhizinisi zingafaka amamethrikhi okumaketha okuqukethwe, “B2B content marketing”, “content ideation”, “content optimization”, kanye “nokusabalalisa okuqukethwe” (hhayi inhlolokhono nabamakethi bokuqukethwe noma “umlando wokumaketha okuqukethwe”, njll.).
Lolu hlelo lokuthola amaphuzu lwenza ukuhlela isu lakho lokuqukethwe kube lula ngempela. Ungakwazi ukunquma ngokushesha ukuthi kungakanani ozokwenza uhlobo ngalunye lokuqukethwe. Futhi, ungayisebenzisa namanye amamethrikhi abalulekile (siyisebenzisa ngamandla ethrafikhi) ukuze siqhubeke sibeke phambili okuqukethwe.
U-Ahrefs useneminyaka esebenzisa le modeli, ikakhulukazi kokuqukethwe kwe-SEO, okuyiningi kwalokho esikushicilelayo. Kuhle kakhulu ekuqondeni ukuthi yimaphi amagama okusesha abaluleke kakhulu.
Thatha lawa magama angukhiye amabili angezansi njengesibonelo. Eyokuqala inamandla amaningi ethrafikhi kodwa ibanzi kakhulu ukuthi ingafaka kalula umkhiqizo wethu - izothola u-“1.” Ngakolunye uhlangothi, igama elingukhiye elinethrafikhi encane kodwa eligxile kakhulu ku-SEO lizothola elithi “3” ngoba libaluleke kakhulu kumakhasimende ethu nakumkhiqizo wethu.
I-Business Potential Framework ingase ikufanele uma usebenza embonini eyaziwayo, lapho kakade kunesidingo esikhulu sokuqukethwe okuxhumene ngokuqondile nemikhiqizo efana neyakho. Lokhu kuzokwenza kube lula ukuthola izihloko ezinamaphuzu 2 no-3. Ungakwazi ukukala leso sidingo ngokubheka ivolumu yosesho kujeneretha wethu wamagama angukhiye wamahhala.
2. Inkundla yokudlala yokuqukethwe
I-Content Playground, eklanywe u-Ashley Faus, icabanga kabusha uhambo lomthengi njengendawo evulekile, esebenzisanayo, efana nenkundla yokudlala, isuka endleleni yomugqa yefaneli evamile.
Ihlose ukubhekelela izithakazelo ezahlukahlukene zababukeli nezindlela zokufunda ngokunikeza inhlanganisela yokujula okujulile, izinhlaka zamasu, namathiphu asebenzayo. Ukufeza lokhu, ihlanganisa izihloko ngamaleveli amathathu:
- Umqondo: ukumboza imibono emikhulu kanye nokubaluleka kwayo.
- Amasu: echaza izinhlaka nezinqubo.
- Iqhinga: ukuhlinzeka ngezinyathelo ezithile, ezingenziwa.
Ukuhlala nesibonelo sethuluzi lokumaketha okuqukethwe, izihloko ongadala ngazo okuqukethwe zingabukeka kanje: “kuyini ukumaketha kokuqukethwe” (umqondo), “ukuthuthukisa isu lokumaketha okuqukethwe” (amasu), “indlela yokuphromotha okuqukethwe” (iqhinga).
Ukufanekisa, le hubhu yokuqukethwe ku-Agile evela ku-Atlassian yakhelwe ukuba inkundla yokudlala yokuqukethwe. Kunengxube yazo zontathu izinhlobo zokuqukethwe, futhi umsebenzisi angaqala noma kunini, ajule ngendlela athanda ngayo, futhi agxumele kwesinye isihloko nganoma yisiphi isikhathi.
Ngokwemvelo, okuqukethwe kudinga ukuxhunyaniswa futhi kuhlanganiswe ukuze abathengi bakwazi ukukufinyelela ngendlela abayifunayo futhi bazulazule kukho ngokukhululekile. Ibhonasi yalokho ukuthola ithrafikhi yemvelo kusuka kumagama angukhiye ahlobene. Ngokuka-Ahrefs, le ndawo eyodwa iheha ukuvakashelwa kwezinto eziphilayo ezingaphezu kuka-591k njalo ngenyanga, futhi kubukeka sengathi isizothola okwengeziwe.
Kodwa inkundla yokudlala ayidingi ukuvalelwa endaweni eyodwa. Inqobo nje uma ukhuluma ngesihloko ngalezi zinhlobo ezintathu futhi uvumela abantu ukuthi bafinyelele kuzo ngokukhululekile, ungasenza sihlakazeke kwinani elingenamkhawulo lamasayithi nezinkundla: ama-microsites, okuthunyelwe kwebhulogi, inkundla yezokuxhumana, i-imeyili, ama-ebooks, njll.
Ngibe nengxoxo emfushane no-Ashley, ingqondo engemuva kwalolu hlaka, ukuze ngiqonde ukuthi lolu hlaka lungena kuphi kangcono. Ngifunde ukuthi uhlaka lwakhiwe futhi lwavivinywa kucatshangwa ngabakhangisi be-B2B, futhi yilapho lufaneleka khona kakhulu. Abakhangisi be-B2C bamane nje abanayo inkinga enkulu ngamakhasimende “aphumayo” futhi awabandakanye kabusha eziteshini ezahlukene.
UKUFUNDA OKUFANELE
- Dala “Inkundla Yokudlala Yokuqukethwe” Ejabulisayo Kubathengi (Nenenzuzo Kuwe)
- Amahora Ehhovisi: Yakha Inkundla yokudlala Yokuqukethwe
3. Inethiwekhi ye-cluster-channel
Kukhona indlela yokumboza zonke izinhloso zamakhasimende, izihloko, izigaba zohambo, futhi iziteshi ezibalulekile zokumaketha ngokwemvelo ngokugxila kulokho okubalulekile kuzithameli zakho nalapho zizimisele ukusebenzisa okuqukethwe. Ngiyibiza ngokuthi I-Cluster-Channel Network (CCN).
Izinto ezimbili ezibalulekile zohlaka yilezi:
- Iqoqo: amaqoqo anendikimba wokuqukethwe azungeze isihloko esimaphakathi, asekelwa inethiwekhi yezihloko ezincanyana ezihlobene. Bamele izinto abantu abazikhathalelayo.
- Iziteshi: izinkundla nezisetshenziswa lapho umlayezo wakho ufinyelela izethameli zakho. Zimelela izindawo zokuhlangana ezikuhlanganisa nezilaleli zakho ukuze nikhulume ngezinto ezizikhathalelayo. Cabanga ngokukhangisa, i-imeyili, inkundla yezokuxhumana, i-Google, njll.
I-CCN iqinisekisa ukuba khona kweziteshi eziningi ngokuqukethwe okuheha izethameli zakho zombili futhi kwenze umkhiqizo wakho ube igunya ekukhethweni kwezihloko ngokucophelela.
Ngaphezu kwalokho, lolu wuhlaka olusebenzayo ngoba lukuvumela ukuthi "ukhiphe" kakhulu kunoma yisiphi isihloko. Lokho kuyinzuzo ebalulekile ngoba kunezihloko eziningi kuphela umkhiqizo ongazihlanganisa ngokunethezeka, ngaphandle kokudala ukuphenduka ipulazi lokuqukethwe elizungeza okuqukethwe okungabalulekile ngenxa yethrafikhi.
Uhlaka luqukethe izinyathelo ezinhlanu.
- Khomba amaqoqo afanele: khetha amaqoqo aqondaniswe nobungcweti bomkhiqizo wakho nezintshisekelo zezethameli.
- Chaza izihlokwana: ngaphakathi kweqoqo ngalinye, khomba izihlokwana ukuze uthole ukufakwa okuphelele.
- Khiqiza okuqukethwe okubalulekile: khetha isiteshi esiyinhloko nefomethi yokuqukethwe okujulile, okwenza lokhu kube ingqikithi yakho ukuze uhehe abantu abavela kwezinye izinkundla.
- Sabalalisa kuzo zonke iziteshi: yenza kabusha inhloso yokuqukethwe okubalulekile kube amafomethi amancane, aqondene nesiteshi.
- Amaqoqo e-Interlink nezihlokwana: xhuma amaqoqo ahlobene nezihlokwana. Kungenzeka ukuthi, abantu abathanda iqoqo elingaphezu kwelilodwa (isb i-SEO nokumaketha kokuqukethwe).
Uma besingabona ngeso lengqondo lolu hlaka oluhlanganisa amaqoqo amane, lungabukeka kanjena:
Ngakho-ke uma sisebenzisa ukumaketha kokuqukethwe njengeqoqo, esinye sezihlokwana singaba okuqukethwe kwe-AI. Kuleso sihloko esingezansi, ungakha iposi lebhulogi mayelana nezimiso zokuziphatha ekukhangiseni okuqukethwe enkathini ye-AI futhi usabalalise njengochungechunge ku-X, unikeze leso sihloko kubasingathi be-podcast, njll.
Lolu hlaka luzosebenza kangcono uma unezinsiza zokuba khona eziteshini eziningi futhi uzibophezele emigomweni yesikhathi eside (ukwakha ukwethembana negunya kuthatha isikhathi).
ISU
Ungathola amaqoqo nezihlokwana ngokushesha okukhulu usebenzisa i-Ahrefs' Keyword Explorer. Vele uxhume igama elibanzi elihlobene nomkhiqizo wakho (iqoqo lakho), bese uvumela i-AI ukuthi yenze ukucabanga.
Kumagama angukhiye angaphezu kwe-10 i-AI engitholele yona yegama elithi “SEO”, Amagama angukhiye Wokuhlola athole amagama angukhiye angaphezu kuka-32k abese ehlelwa abe yizihloko ezingu-3466 ezilungele ukuqondiswa esikhathini esingangemizuzwana. Konke okunamandla ethrafikhi kanye namamethrikhi obunzima begama elingukhiye ukusiza ngokubeka kuqala.
Imicabango yokugcina
Okokugcina, izihloko okhetha ukuzihlanganisa zibaluleke njengalezi zinhlaka. Bheka umhlahlandlela wethu wemibono yokuqukethwe ukuze ungalokothi uphelelwe imibono.
Umthombo ovela Ama-Ahrefs
Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla lunikezwa i-ahrefs.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
