Kodi Inbound Marketing ndi chiyani?

Ngati mukuyang'ana makasitomala atsopano, malonda olowera mkati ndi anu! M'malo mowononga ndalama zambiri kutsatsa kwamtengo wapatali, mutha kufikira makasitomala anu ndi chida chosavuta: Zomwe zili pa intaneti. Kutsatsa kwapakatikati sikukhudza kupeza ogula, monga njira zambiri zotsatsa. Koma kuti muwapeze pamene mukuwafuna. Ndi ndalama zochititsa chidwi, koma koposa zonse zothandiza.

Kutsatsa kwamtunduwu kumangopezeka nthawi yoyenera ndi makasitomala oyenera kapena omwe amafunikira malonda / ntchito yanu. Mutha kuwakopa kudzera mumayendedwe anu a digito (tsamba lawebusayiti, masamba ochezera, ndi zina zambiri) ndikuwayendetsa kuti agule.

Izi ndizopadera zake: kutsatsa kwapakatikati sikungopangitsa makasitomala kudziwika, kumawatsogoleranso kukhala m'modzi wa omwe akukulimbikitsani ndikukonda mtundu wanu!

M'nkhaniyi ndikufotokozerani zofunikira za malonda olowera kapena malonda olowera. Werengani mpaka kumapeto.

Tiyeni tizipita

🥀 Mbiri ya malonda obwera

Teremuyo "malonda olowera” idapangidwa mu 2006 ndi co-founder wa HubSpot, Brian Halligan. Koma zoyambira zamakina otsatsa mkati zinalipo kale HubSpot isanachitike.

Mu 1999, Seth Godin analemba ". Kutsatsa Kwachilolezo: Sinthani anthu osawadziwa kukhala abwenzi ndi abwenzi kukhala makasitomala ". Godin adalimbikitsa ogulitsa kuti azilemekeza zomwe ogula amasankha komanso nthawi.

Ndi wogula amene ayenera kuyambitsa ulendo wawo, osati wogulitsa kapena wogulitsa. Ichi ndiye tanthauzo la malonda obwera, ngakhale Godin adapitilira kugwiritsa ntchito mawu akuti " chilolezo malonda ".

Godin amatanthauzira kutsatsa kwachilolezo ngati "mwayi (osati ufulu) wopereka mauthenga achangu, aumwini, komanso ofunikira kwa anthu omwe akufuna kuwalandira." M'mbuyomu, adazindikira kuti anthu sakonda ma inbox awo odzaza ndi mauthenga omwe sanawafunse.

pamene Brian Halligan ndi Dharmesh Shah inakhazikitsa HubSpot mu 2006, mizu ya malonda olowera mkati inali itakhazikitsidwa kale.

🥀 Zofunikira pakutsatsa kolowera

Ndizotheka kupeza anthu omwe ali ndi chidwi ndi malonda kapena ntchito zanu, osafuna kuwavutitsa kapena kuwatsatsa. Ingopangani zomwe zili kuyankha mafunso awo, kotero iwo akhoza kubwera kwa inu pakufunika!

M'dziko lamakono, aliyense ali ndi kompyuta kapena foni yam'manja, yomwe imagwiritsidwa ntchito tsiku ndi tsiku kuti ipeze njira yothetsera vuto la mtundu uliwonse, kotero kuti kupanga zokhutira kuti muyike kumawoneka ngati njira yanzeru, kuti athetse zofuna za ogula.

Ndizomwe zili mumtundu uwu womwe ndi maziko a malonda olowera. Amapangidwira omvera odziwika bwino ndikuyankha mafunso enieni. Cholinga nthawi zonse ndi kupereka ogula mankhwala kapena utumiki umene akuyang’ana, pamenepa zimene mukum’patsa.

Koma kodi"zokhutira zamtundu”? Ndi chiyani kwenikweni? Ili ndi tsamba lawebusayiti, lomwe lili ndi mawu ndi zithunzi zolumikizidwa ndi kiyi yakusaka. Cholinga chake ndi kupereka njira yothetsera vuto kapena maganizo pa nkhani inayake. Izi ndi zomwe timachita patsamba lino.

Mwachitsanzo, ngati wina a google" ndalama zanu injini yofufuzira idzapereka mndandanda wamasamba ofunikira kwambiri omwe ali ndi kiyi yofufuzira, kuti ayankhe bwino pakufufuza kwa wogwiritsa ntchito.

Popanga masamba abwino, opangidwa kuti ayankhe mafunso enieni, mudzakhala osavuta kupeza kudzera pa injini yosakira ndi omwe akufunafuna kale malonda/ntchito yanu.

🥀 Njira zokhazikitsira malonda obwera

Njira zosiyanasiyana zotsatirira ndi:

1. Fotokozani umunthu wa ogula anu

Pakutsatsa kwamkati, kufotokozera umunthu wa ogula ndi gawo lofunikira. Ndi chifaniziro chongopeka cha makasitomala abwino.

2. Pangani okhutira khalidwe

Okhutira njira ndi zofunika kwambiri. Zimaphatikizapo zonse zopangidwa mkati mwa kampani, kapena kunja, ndi bungwe lakunja kapena wogwira ntchito pawokha. Izi zitha kukhala patsamba lokhala ndi mapepala oyera, zolemba zamabulogu kapena pamlingo wapa media media ndi zolemba zapa media.

Zinthu zabwino zimalola kampani kukhala yodalirika pantchito yake. Cholinga chopanga zinthu ndikupanga zotsogola, potero kutulutsa magalimoto ndi kusunga makasitomala.

3. Kukhathamiritsa kwa Webusayiti

Pomaliza, gawo lofunikira pakukhathamiritsa kwa webusayiti. Gawo lotsatsa ili lolowera likufunanso kupanga magalimoto, komanso kusunga chiyembekezo patsamba lathu kwanthawi yayitali.

Izi zitha kukhazikitsidwa pogwiritsa ntchito kuyitanira kuchitapo kanthu, mabatani ang'onoang'ono omwe amayikidwa pamalo oyenera kukankhira kuyitana kuchitapo kanthu. Mwachitsanzo, "pitani ici"Ndipo"kulembetsa".

🥀 Kutsatsa kwa imelo ndiye chinsinsi cha malonda obwera

Pambuyo popanga zinthu zabwino zomwe zabweretsa alendo atsopano patsamba lanu, ino ndi nthawi yovuta kuti muyambe kuwasintha kukhala otsogolera!

Choyamba muyenera kupanga munthu yemwe amachezera tsamba lanu kukhala chiyembekezo, kapena wina wokonda malonda ndi ntchito yanu, yemwe amavomereza kukupatsani dzina ndi imelo adilesi.

Kuti mupeze chidziwitso china chofunikira ichi pamakampeni anu otsatsa, nthawi zambiri zimakhala bwino kupatsa ogwiritsa ntchito kena kake asanapemphe: kuchotsera, buku la e-book, zotsitsa, ndi zina zambiri.

Masiku ano, deta yaumwini (dzina lomaliza, dzina loyamba, imelo, ndi zina zotero) ikuwoneka ndi yofunika kwambiri, kotero aliyense amayembekeza chinachake pobwezera asanagulitse.

Pambuyo poganizira mozama zomwe zikufunika”donner” kwa alendo anu, mutha kuyika fomu yolembetsa m'makalata anu kuti muwasinthe kukhala olumikizana nawo, motere mudzakhutitsidwa ndi onse awiri:

• Wopezeka kasitomala, chifukwa adzalandira kukwezedwa ndi zosintha pa mankhwala ndi ntchito zimene amamukonda, komanso mphatso;
• Inu, chifukwa mudzakhala mutapeza olumikizana nawo kuti mutumize mauthenga omwe mukufuna komanso achindunji, kuti musinthe kulumikizanako kukhala kasitomala.

Mukalandira otsogolera omwe ali ndi chidwi ndi tsamba lanu, ndi nthawi yoti musinthe kapena kugula. Kodi kuchita izo? Mosakayikira, pali njira zambiri zokakamiza munthu kuti agule. Koma pali imodzi yokha yomwe ili ndi malire abwino pakati pa ndalama zomwe zayikidwa ndi phindu: imelo malonda.

🥀 Inbound Marketing vs Outbound Marketing

Malonda obwera ndi otuluka ndi osiyana kwambiri, ngakhale amagawana cholinga chochulukitsa kutembenuka ndi kugulitsa. Zimapangidwa ndikupanga zinthu zabwino komanso zokopa maso kuti zizipezeka mwachilengedwe. Kutsatsa kwakunja ndikulankhulana mwachindunji ndi anthu.

Mwachitsanzo, Kuti mukwaniritse tanthauzo la malonda olowera, perekani zomwe muyenera kuwerenga monga mabulogu, mapepala oyera, maimelo, media media, ndi SEO kuti mutenge chidwi ndi omwe angakhale makasitomala.

Zomwe zili mkatizo zimagawidwa ndi " mawu pakamwa ", kugawana ndi zotsatsa zomwe sizisokoneza ogwiritsa ntchito onse.

Pakutsatsa kwachikhalidwe, ogulitsa adakopa chidwi cha ogula ndi " kusokoneza ". Mtunduwu umadziyika mwamphamvu patsogolo pa omwe angakhale makasitomala ndikuyembekeza kuti akufuna kugula.

Zitsanzo zina za malonda otuluka ndi monga malonda a pa TV, zikwangwani, malonda a telefoni, zotsatsa pawailesi ndi makalata olunjika.

Ubwino wa malonda obwera

Pali zabwino zisanu ndi chimodzi za malonda otuluka

Fikirani anthu oyenera pamalo oyenera kuti muyendetse magalimoto abwino

Poyang'ana ntchito yanu yotsatsa kuti mufikire anthu oyenera m'malo oyenera, mutha kukopa makasitomala omwe mukufuna kuti mukwaniritse zolinga zanu zamalonda. malonda a digito.

Ndi m'malo ndalama ndalama kukopa magalimoto kwa anthu amene mwina konse atembenuke.

Wonjezerani kudzidalira

Kutsatsa kwapakatikati ndikupereka makasitomala omwe akufuna kudziwa zomwe akufuna, ngakhale sakudziwa, mwanjira yopangira komanso yopatsa chidwi.

Sizokhudza kupanga malonda osafunika pa mwayi uliwonse

Gwiritsani ntchito malonda olowera ngati njira yowonetsera mtundu wanu ngati chida chothandizira komanso chodalirika ndipo mwachiyembekezo chidzatulukira pamene kasitomala ali pafupi kutembenuka.

Dzitetezeni kuti musadalire kwambiri pa njira imodzi yokhala ndi Inbound

Mwa kufunafuna kuchuluka kwa magalimoto abwino kuchokera kumagwero osiyanasiyana (kusaka kwachilengedwe, kutumizirana mawailesi ochezera a pa Intaneti, kutumiza kuchokera kumawebusayiti ena akulankhula za chinthu kapena ntchito yanu yodabwitsa), mumachepetsa kudalira njira imodzi, chifukwa chake chiwopsezo chogwirizana nacho.

Muyeso wobwera

Kuyeza zotsatira za ntchito yotsatsa yomwe imalowa m'njira yomwe ikuwonetsa ROI yomveka nthawi zonse kwakhala kovuta. Chinsinsi ndicho kukhala omveka kuyambira pachiyambi.

Simungathe kutsata kuchuluka kwa otsogolera omwe apangidwa chifukwa cha kampeni yanu, koma mutha kutsata kuchuluka kwazomwe mwatsitsa, nthawi yomwe anthu amawonera kanema wanu, kuchuluka kwa otsatira pamasamba ochezera. Malo ochezera a pa Intaneti adakuchezerani, ndalama zomwe mwapeza, ndi zina.

Pokonzekera kampeni yanu, fotokozani momveka bwino zomwe mukuyesera kukwaniritsa ndikuziyesa moyenera komanso moona mtima. Mwanjira imeneyi, ziyembekezo za aliyense zimakhazikitsidwa ndipo, chifukwa chake, sizingachitikenso.

🥀 Kutsatsa kwapakatikati ngati njira yayitali

Kampeni zopambana zotsatsa sizichitika nthawi yomweyo. Amatenga nthawi kukonzekera, kukhazikitsa ndi kukonza. Angathenso kukhala wolemetsa kwambiri.

Mungafunike opanga zinthu, opanga, opanga, akatswiri ofikira, otsatsa pazama TV, ndi woyang'anira kampeni kuti izi zichitike.

Izi zati, ngati muyika nthawi yanu ndi khama lanu mu kampeni yoyenera yosatha, muyenera kukhala ndi china chake chomwe chidzapitilize kukubweretserani phindu lamtsogolo.

🥀 Kutsiliza

Mwachidule, kutsatsa kolowera kumayimira a njira zamakono ndi zonse nzeru kukulitsa njira yotsatsira digito. Poyang'ana pazabwino zomwe zimakwaniritsa zosowa za omwe akuyembekezeka, timatha kuchita nawo pakapita nthawi mpaka kutembenuka, kwinaku tikukonza SEO yathu.

Zowonadi, njirayi imafuna kuyesetsa kosalekeza kuti apange zolemba, ma ebook, makanema ndi zina zowoneka bwino pakapita nthawi. Koma m'zaka za digito, kupanga phindu kwa omvera anu ndiyo njira yabwino yopangira kukhulupirika.

Chifukwa cha zida zowunikira maulendo amakasitomala, kutsatsa kwapakatikati kumapangitsanso kuti zitheke kuzindikira malo omwe amakupatsani matembenuzidwe kuti muwongolere mayendedwe anu osinthika. Njira yogwirizana mwachindunji ndi zotsatira zabizinesi!

Palibe kukayikira kuti njira iyi, yozikidwa pa kukopa osati kusokoneza malonda, ili ndi tsogolo lowala. Kwa anzeru !

🥀Mafunso

Kodi inbound Marketing ndi chiyani?

Kutsatsa kwamkati kumatanthawuza njira zonse zotsatsa zomwe zimayang'ana kwambiri kukopa anthu oyenerera kuti asinthe mayendedwe kenako makasitomala, m'malo mosokoneza ogwiritsa ntchito intaneti ndi kutsatsa kosokoneza.

Kodi izi zikusiyana bwanji ndi malonda akale?

Mosiyana ndi malonda "kupitilira” potengera kusokonezedwa ndi zotsatsa (zowonetsa, ma e-mail, TV, wailesi, ndi zina zotero), omwe amalowa amafuna kukopa anthu mwa kusindikiza zinthu zothandiza zomwe zimayankha mafunso ndi zosowa zawo.

Zida zazikulu zogulitsira zolowera ndi ziti?

Mizati ya 4 yolowera mkati ndi: zolozera zachilengedwe, malo ochezera a pa Intaneti, kutsatsa kwazinthu ndi makina opangira okha (kukulitsa kutsogolera). Ena amawonjezeranso ma e-mail ndi ma CTA okongola patsamba.

Kodi iyi ndi njira yabwino yopangira bizinesi?

inde, chifukwa zimapangitsa kuti zikhale zotheka kufikira omwe ali ndi chidwi kale ndikuwatsogolera pang'onopang'ono kuti azindikire kufunika kogula, ndikuwongolera maonekedwe. Mtengo wotembenuka ndi wabwino kwambiri kuposa ntchito zowombera kamodzi.

Kodi njira iyi imagwira ntchito pamtundu uliwonse watsamba?

Kutsatsa kwapakatikati kungapindule kwambiri B2B ndi B2C masamba. Chachikulu ndikumudziwa ogula anu bwino kuti apange zomwe zasinthidwa. Njira yopangidwa mwaluso ndiyofunikira.

Mumadziwa bwanji ngati njira yanu yolowera ndi yothandiza?

Ma KPI angapo ndi otheka: kuchuluka kwa magalimoto omwe akubwera, otsogolera opangidwa, olembetsa pa intaneti, kuchuluka kwa kutsika, kutembenuka komanso kubweza ndalama. Ndikofunika kufotokozera momveka bwino ndikuwunika zizindikiro zanu zazikulu.