Emakethe yesimanje, ukuqonda izethameli zakho akuzuzisi nje kuphela; kubalulekile. Phakathi kwamathuluzi amaningi abamakethi abawasebenzisayo ukuze bazulazule futhi baqonde izethameli zabo eziqondiwe, ukudala nokusebenzisa “umuntu womthengi” kubalulekile. Kodwa yini ngempela i-buer persona, futhi kungani ibaluleke kangaka kumabhizinisi ahlose ukufinyelela izethameli eziqondiswe kuwo ngempumelelo? Yilokho esilapha ukuze sikhulume ngakho.
Okuqukethwe
Ukuchaza umuntu womthengi
Ukubaluleka kobuntu bomthengi ekukhangiseni
Ukudala umuntu wakho womthengi: Umhlahlandlela wesinyathelo ngesinyathelo
Imicabango yokugcina
Ukuchaza umuntu womthengi
I-buer persona umlingiswa oyinganekwane omelela ikhasimende lakho elifanelekile ngokusekelwe ocwaningweni lwemakethe kanye nedatha yangempela mayelana namakhasimende akho akhona. Kuhlanganisa izibalo zabantu ezithameli zakho ozihlosile, amaphethini okuziphatha, okugqugquzelayo, kanye nemigomo. Ngokuvamile, ibhizinisi lingase libe nabantu abambalwa abathengi, ngalinye lihlanganisa ingxenye ehlukile yemakethe yalo.
Lo muntu udlulela ngale kwezibalo zabantu eziyisisekelo. Ingena phakathi kwe-psychographics, njengezisusa zekhasimende, izintandokazi, nokuziphatha kokuthenga. Ngokwenza umuntu onemininingwane yomthengi, abathengisi bangaqonda kangcono ukuthi bathengisela bani futhi, okubaluleke kakhulu, ukuthi kungani izethameli zabo zithenga.
Ukubaluleka kobuntu bomthengi ekukhangiseni
Siyazi ukuthi abantu bomthengi bayasebenza; nakhu ukuthi kungani:
- Ukuqondisa okuthuthukisiwe nokwenza kube ngokwakho: Emqondweni wayo, i-buer persona ithuthukisa ikhono lakho lokuhlanganisa imizamo yakho yokumaketha. Ngokuqonda okujulile kokwesaba, amathemba, izinselele, nezifiso zomuntu wakho, ungakha imilayezo yokumaketha ethinta ngokujulile. Ukwenza kube ngokwakho akukhona nje ukukhuluma nekhasimende ngegama ku-imeyili; imayelana nokuqondanisa imilayezo yakho nezisusa nezidingo zamakhasimende akho. Lokhu kuholela ekukhangiseni okuphumelelayo nokunomthelela kuzo zonke iziteshi.
- Ukuthuthukiswa komkhiqizo okuthuthukisiwe: I-Buyer personas ayisebenzi nje kuphela ekukhangiseni kodwa futhi ibalulekile ekuthuthukisweni komkhiqizo. Ukuqonda ukuthi yini eqhuba amakhasimende akho kukusiza ukuthi udizayine imikhiqizo ehlangabezana nezidingo zawo ngokweqiniso futhi yeqe lokho akulindele. Lokhu kuqondana phakathi kweminikelo yomkhiqizo nokuthandwa yikhasimende kungakhuphula kakhulu ukwaneliseka kwamakhasimende nokwethembeka.
- Ukuhlela kwemidiya okusebenza kahle kakhulu: Ukwazi ukuthi amakhasimende akho angobani kusiza ukucacisa ukuthi uzowathola kuphi. Abantu bomthengi bafaka phakathi ulwazi mayelana nemikhuba yemidiya yamakhasimende akho afanelekile, engaqondisa izinqumo zakho mayelana nokuthi ungatshala kuphi amadola akho okukhangisa. Noma ngabe inkundla ethile yezokuxhumana, uhlobo lomagazini, noma umphakathi othile waku-inthanethi, ukuqonda abantu bakho kusiza ukuqinisekisa ukuthi isabelomali sakho sokumaketha sichithwa ezindaweni ezifanele.
- Ukugcinwa kwekhasimende okungcono: Ngokuqhubeka nokuhlangabezana nezidingo kanye nokubhekana nezindawo zobuhlungu zomuntu ochazwe kahle womthengi, amabhizinisi angathuthukisa ukugcinwa kwamakhasimende. Amakhasimende anelisekile maningi amathuba okuba abe abathengi abaphindayo futhi angaba amanxusa omkhiqizo, asakaza igama mayelana nemikhiqizo noma amasevisi akho ngokukhuluma ngomlomo kanye nezincomo zenkundla yezokuxhumana.
- Ukuxhumana kwangaphakathi okuthuthukisiwe: Abantu bomthengi baphinde basize amaqembu angaphakathi aqondanise nesu. Lapho iminyango ehlukene iqonda ukuthi umuntu umthengi kanjani, ingasebenzisana kangcono ukuze idale uhambo olubumbene lwamakhasimende. Wonke umuntu uyazi ukuthi baqondise bani, kusukela ekuthengisweni kuye kwamakhasimende kuya ekukhangiseni, okuthuthukisa ukungaguquguquki nokusebenza kahle.
Ukudala umuntu wakho womthengi: Umhlahlandlela wesinyathelo ngesinyathelo
Ukudala umuntu othengayo kuhlanganisa ukuqoqa ngokuhlelekile, ukuhlaziya, nokusebenzisa ulwazi olumayelana namakhasimende akho afanelekile. Ake sihlukanise inqubo:
Isinyathelo sesi-1: Qoqa idatha
Okokuqala, qala ngokuqoqa idatha kumakhasimende akho (noma okungenzeka kube amakhasimende). Nazi ezinye izinto okufanele uzicabangele uma kuziwa ekuqoqweni kwedatha:
- Imithombo yedatha: Qala ngedatha osuvele unayo, okuhlanganisa imininingo egciniwe yamakhasimende, izibalo zewebhusayithi, imininingwane yenkundla yezokuxhumana, nemibiko ye-CRM. Ngale kwedatha yakho, ungakwazi ukuqoqa imininingwane ngezinhlolovo, izinhlolokhono, namaqembu okugxilwe kuwo. Ngokwesibonelo, ngokusho kuka-a HubSpot umbiko, i-55% yabadayisi basebenzisa izibalo zewebhusayithi ukuze baqoqe idatha kuzithameli zabo ezihlosiwe, futhi i-31% yenza izinhlolovo zezithameli minyaka yonke.
- Izinhlobo zedatha:
- Inani: Qoqa idatha yokubalwa kwabantu neyokuziphatha, efana neminyaka, indawo, imali engenayo, amaphethini okuthenga, nokuncanyelwayo komkhiqizo.
- Okufanelekile: Ngena kuma-psychographics ngokuxoxisana namakhasimende ukuze uqonde izindlela zabo zokuphila, izindinganiso, izinselele, nezisusa zabo. Imibuzo efana nokuthi "Iyiphi inselelo yakho enkulu lapho uthenga izingubo zokufaneleka?" inganikeza ukuqonda okujulile.
Umgomo uwukuqoqa ulwazi oluningi ngangokunokwenzeka mayelana namakhasimende akho—ukuthi angobani, izisusa zawo, nezinqumo zawo zokuthenga.
Ibukeka kanjani le datha? Ake sithi uyinkampani yezimpahla zokufaneleka. Ukuhlaziywa kwewebhusayithi yakho kungase kubonise ukuthi ingxenye enkulu yabavakashi besayithi lakho ngabesifazane abaneminyaka engu-20-35 abazibandakanya nokuqukethwe mayelana ne-yoga nokuphila kahle. Lolu lwazi lusitshela okuningi mayelana nokuthi amakhasimende angobani nokuthi singamaketha kanjani kuwo.
Isinyathelo sesi-2: Hlaziya idatha
Isinyathelo esilandelayo ukubuka idatha bese uyiguqula ibe umuntu. Inani elikhulu ledatha lingaba namandla, kodwa ufuna izici ezivamile namathrendi. Isibonelo, ungathola amakhasimende amaningi eqenjini lakho olihlosile ebamba iqhaza kwezemidlalo yomphakathi futhi ubeke phambili ukusimama ekuthengeni izinqumo.
Amathuluzi afana ne-Google Analytics, i-Facebook Insights, nezinkundla zempendulo yekhasimende zinganikeza amaphuzu amaningi edatha ukuze kuhlaziywe ukuziphatha kwekhasimende nalokho okuthandwayo.
Kuye ngokuhlukahluka kwesisekelo samakhasimende akho, ungase udinge ukudala abantu abaningi. Isibonelo, ungaba nomuntu oyedwa othi "Yoga Enthusiast Emily" kanye nomunye othi "Marathon Runner Mark," ngayinye enezici nezidingo ezihlukile.
Ukuba nobuntu bomthengi obungaphezu koyedwa kusiza ibhizinisi lakho ukuthi liqondise amasegimenti ezithameli ezithile emizamweni yakho yokumaketha.
Isinyathelo sesi-3: Dala abantu abanemininingwane
Faka okulandelayo kumuntu ngamunye:
- Igama nesithombe: Inikeza ukuthinta komuntu siqu.
- Izibalo zabantu: Iminyaka yobudala, umsebenzi, izinga lemfundo.
- Psychographics: Imigomo, izindinganiso, izinto zokuzilibazisa, indlela yokuphila.
- Izinselelo namaphuzu obuhlungu: Izithiyo ezithile ababhekana nazo maqondana nemakethe yakho.
- Ukuthenga izisusa: Yini eqhuba izinqumo zabo zokuthenga?
- Ukusetshenziswa kwemidiya: Imidiya ekhethwayo neziteshi zokuxhumana.
Isibonelo:
- umlingisi: Umshisekeli we-Yoga u-Emily
- Izibalo zabantu: Owesifazane, oneminyaka engama-28 ubudala, wasemadolobheni, uchwepheshe kwezobuchwepheshe, ongashadile.
- I-Psychographics: Ihlonipha impilo nokuphila kahle, ichitha isikhathi samahhala kuzitudiyo ze-yoga, futhi ilandela imikhuba eco-friendly.
- Izinselele: Ikuthola kunzima ukuthola okugqokwayo kwe-yoga okusesitayeleni, okuqhubekayo, nokusebenzayo.
- Ukuthenga izisusa: Ifuna imikhiqizo evela kumabhrendi amelela ukusimama.
- Ukusetshenziswa kwemidiya: Iyasebenza ku-Instagram naku-Pinterest, ilandela ama-blogger ezempilo, futhi ilalela amaphodikasti agxile kwezempilo.
Isinyathelo sesi-4: Sebenzisa abantu bakho
Uma usuwadalile ama-personas akho, kubalulekile ukuwasebenzisa ukuze ulungise amasu akho okumaketha. Ngokwesibonelo:
- Ukukhangisa okuhlosiwe: Dala imikhankaso yezikhangiso ze-Instagram equkethe abagqugquzeli abahlonishwayo ngu-Emily futhi ugxile ekuzinzeni nasesitayeleni ezimpahleni zokuqina.
- Zokuthuthukisa umkhiqizo: Ngokucabangela izidingo zika-Emily, ungase uthuthukise ulayini omusha wezingubo ze-yoga ezilungele imvelo ezihlanganisa ukusebenza nobuhle besimanje.
- marketing Okuqukethwe: Dala blog izikhala, videos, namaphodikasti amayelana ne-yoga, ukuphila kahle, nokuphila okuzinzile adonsayo futhi ahilele lezi zithameli.
Imicabango yokugcina
Abantu bomthengi bangaphezu nje kwamaphrofayili ekhasimende; ziyisici esiyisisekelo sokumaketha okuphumelelayo, ukuthuthukiswa komkhiqizo, namasu okubandakanya amakhasimende. Ngokwenza abantu babathengi abanemininingwane, amabhizinisi angaqinisekisa ukuthi awahlangani nje kuphela kodwa adlule lokho okulindelwe ngamakhasimende awo, okuholela emiphumeleni engcono yebhizinisi.
Kungakhathaliseki ukuthi wenza umkhankaso omusha wokumaketha noma uthuthukisa umkhiqizo omkhulu olandelayo, qala ngomuntu wakho womthengi futhi wakhe kusukela lapho.
