Chii chinonzi Inbound Marketing?

Kana iwe uchitsvaga vatengi vatsva, inbound marketing ndeyako! Panzvimbo pekushandisa zviuru zvemadhora kushambadzira kunodhura, unogona kusvika kune vako vangangove vatengi nechinhu chiri nyore: Zvemukati zveInternet. Kushambadzira kwemukati hakusi kwekutsvaga vatengi, semaitiro mazhinji ekushambadzira. Asi kuti uzviwane paunenge wavakuda. Imari inofarira inonakidza, asi pamusoro pezvose zvinoshanda.

Iyi mhando yekushambadzira ndeyekuwanikwa panguva yakakodzera nevatengi chaivo kana avo vanoda chigadzirwa / sevhisi yako. Iwe unogona kuvakwezva kuburikidza neako edhijitari chiteshi (webhusaiti, mapeji emagariro, nezvimwewo) uye uvatyaire kuti vatenge.

Hechino chimiro chayo: kushambadzira kwemukati hakusi kungoita kuti vatengi vazivikanwe, zvakare inovatungamira kuti vave mumwe wevanokurudzira vako uye kudanana nemhando yako!

Muchinyorwa chino ini ndinokupa iwe zvakakosha zvemukati mekushambadzira kana inbound kushambadzira. Verenga kusvika kumagumo.

handeyi

🥀 Nhoroondo ye inbound marketing

Izwi rekuti "inbound marketing"Yakagadzirwa muna 2006 naHubSpot co-muvambi, Brian Halligan. Asi izvo zvekutanga zve inbound marketing strategy yaivepo kare HubSpot isati yasvika.

Muna 1999, Seth Godin akanyora " Mvumo Yekushambadzira: Shandura vausingazive kuti vave shamwari neshamwari kuva vatengi ". Godin akakurudzira vatengesi kuti varemekedze sarudzo yevatengi uye nguva.

Mutengi ndiye anofanira kutanga rwendo rwavo, kwete mushambadzi kana mutengesi. Ichi ndicho chimiro chekushambadzira kwemukati, kunyangwe Godin akaenderera mberi nekushandisa izwi rekuti " mvumo yekutengesa ".

Godin anotsanangura kushambadzira kwemvumo se "ropafadzo (kwete iyo kodzero) yekutumira mameseji ekutanga, emunhu, uye akakodzera kune vanhu vanoda chaizvo kuvagamuchira." Pakutanga, akaziva kuti vanhu havadi ma inbox avo akazara nemameseji avasina kumbobvunza.

apo Brian Halligan naDharmesh Shah yakavambwa HubSpot muna 2006, midzi yekushambadzira mukati yakanga yatosimbiswa.

🥀 Izvo zvekutanga zvekushambadzira kwemukati

Zvinogoneka kuwana vanhu vanofarira zvigadzirwa kana masevhisi ako, usingade kuvashungurudza kana kuvabhowa nezvishambadzo. Ingogadzira zvirimo zve pindura mibvunzo yavo, saka vanogona kuuya kwauri pazvinenge zvichidiwa!

Munyika yanhasi, munhu wese ane komputa kana nharembozha, iyo inoshandiswa zuva nezuva kutsvaga mhinduro kune chero rudzi rwedambudziko, saka kugadzira zvinyorwa zvekuisa kunoratidzika senge yakangwara sarudzo, yekubata kudiwa kubva kune vangangotenga.

Ndizvo chaizvo izvi zvemhando yemukati iyo ndiyo hwaro hwekushambadzira kwemukati. Yakagadzirirwa vateereri vakanyatsotsanangurwa uye kupindura mibvunzo chaiyo. Chinangwa nguva dzose ndechekupa mutengi chigadzirwa kana sevhisi yaari kutsvaga, apa unomupei.

Asi chii chinoita"zvemhando yepamusoro”? Chii chaizvo? Iri peji rewebhu, rine mavara nemifananidzo zvine chekuita nekiyi yekutsvaga. Inovavarira kupa mhinduro kudambudziko kana maonero pane imwe nyaya. Ndizvo zvataiita pane ino webhusaiti.

Semuyenzaniso, kana mumwe munhu aka google " mari yomunhu injini yekutsvaga ichapa mazita emapeji ewebhu anonyanya kukosha ane kiyi yekutsvaga, kuti apindure zviri nani kutsvaga kwemushandisi.

Nekugadzira mapeji ewebhu emhando yepamusoro, akavakwa kuti apindure mibvunzo chaiyo, iwe uchave nyore kuwana kuburikidza neinjini yekutsvaga nevaya vari kutotsvaga chigadzirwa / sevhisi yako.

🥀 Matanho ekumisikidza inbound marketing

Matanho akasiyana ekutevera ndeaya:

1. Tsanangura hunhu hwevatengi vako

Mukushambadzira kwemukati, kutsanangura hunhu hwevatengi vako inhanho yakakosha. Iyo semi-fictional inomiririra yevatengi vakanaka.

2. Gadzira zvemhando yepamusoro

Content strategy iri zvakakosha zvikuru. Inosanganisira zvese zvinogadzirwa mukati nekambani, kana kunze, nevekunze agency kana freelancer. Izvi zvinogona kunge zviri pawebhusaiti nemapepa machena, mablog blog kana pasocial media level ine social media posts.

Hunhu hwemukati hunobvumira kambani kuve yakavimbika muchikamu chayo chekuita. Chinangwa chekugadzirwa kwezvinhu ndechekugadzira zvinotungamira, nekudaro zvichigadzira traffic uye kuchengetedza kwevatengi.

3. Webhusaiti optimization

Pakupedzisira, danho rakakosha rekugadzirisa webhusaiti. Iyi inbound yekushambadzira nhanho ine chinangwa chekugadzira traffic, asi zvakare kuchengetedza tarisiro pane yedu saiti kwenguva yakareba sezvinobvira.

Izvi zvinogona kuitwa uchishandisa kufona kuita chiito, mabhatani madiki akaiswa panzvimbo dzakarongwa kusundira kudanwa kuita. Semuyenzaniso, "tinya ici"Uye"kunyoresa".

🥀 Email marketing ndiyo kiyi ye inbound marketing

Mushure mekugadzira zvakakura zvemukati zvakaunza vashanyi vatsva kune yako saiti, ino ndiyo nguva yakaoma yekutanga kuvashandura kuva kutungamira!

Kutanga iwe unofanirwa kuita munhu anoshanyira saiti yako tarisiro, kana mumwe munhu anofarira chigadzirwa chako nebasa, anobvuma kukupa zita uye email kero.

Kuti uwane rumwe ruzivo urwu rwemashambadziro ako ekushambadzira, zvinowanzogara zvakanaka kupa vashandisi chimwe chinhu vasati vakumbira: kuderedzwa, e-bhuku, zvinodhawunirodha zvemukati, nezvimwe.

Nhasi, data yemunhu (zita rekupedzisira, zita rekutanga, email, nezvimwewo) inoonekwa nekukosha kwakanyanya, saka munhu wese anotarisira chimwe chinhu mukudzoka asati atengesa.

Mushure mekunyatsofunga zvazvinotora "ipai” kune vashanyi vako, unogona kuisa fomu rekunyoresa mutsamba yako kuti uvashandure kuva vanobatika, nenzira iyi uchagutsikana nezvose zviri zviviri:

• Iye anogona kunge ari mutengi, nekuti achagamuchira kukwidziridzwa uye kugadziridzwa pane chigadzirwa uye sevhisi inomufadza, pamwe nechipo;
• Iwe, nekuti iwe unenge wawana vanobatika kutumira kwakanangwa uye kwakananga kutaurirana, kushandura iyo yekuonana kuita mutengi.

Mushure mekuwana vatungamiriri vanofarira chaizvo saiti yako, yave nguva yekugadzira shanduko kana kutenga. Kuzviita sei? Pasina mubvunzo, kune nzira dzakawanda dzekumanikidza mumwe munhu kutenga. Asi pane imwe chete ine yakanakisa chiyero pakati pemari yakasimwa uye purofiti: email marketing.

🥀 Inbound Marketing vs Outbound Marketing

Kushambadzira kwemukati uye kunze kwakasiyana zvakanyanya, kunyangwe ivo vachigovana chinangwa chekuwedzera kutendeuka uye kutengesa. Inosanganisira kugadzira zvemhando yepamusoro uye zvinobata ziso kuitira kuti zviwanikwe zvakajairika. Outbound marketing ndeyekutaurirana zvakananga nevanhu.

Somuenzaniso, Kuti usangane netsanangudzo yekushambadzira kwemukati, ipa inofanirwa-kuverenga zvemukati senge mablog, mapepa machena, maemail, social media, uye SEO kubata kutarisisa kwevangangodaro vatengi.

Zvirimo zvinobva zvagoverwa ne “ shoko remuromo ”, migove pasocial network uye kushambadza izvo zvisingakanganise ruzivo rwese rwemushandisi.

Mukushambadzira kwechinyakare, vatengesi vakatora pfungwa dzevatengi ne " kukanganisa ". Iyo brand inozviisa pachayo zvakasimba pamberi pevanogona kuve vatengi uye inotarisira kuti vanofarira kutenga.

Mimwe mienzaniso yekushambadzira kwekunze inosanganisira kushambadzira kweterevhizheni, zvikwangwani, kutengesa nefoni, kushambadzira kweredhiyo uye tsamba dzakananga.

Benefits ye inbound marketing

Iko kune zvakanyanya zvitanhatu zvinobatsira zvekutengesa kunze

Svika kune vateereri vakakodzera munzvimbo chaiyo kutyaira mhando traffic

Nekutarisisa basa rako rekushambadzira mukati kuti usvike kune vateereri chaivo munzvimbo chaidzo, unogona kukwezva vatengi vako vavanoda kuti vazadzise zvinangwa zvako zvekushambadzira. digital marketing.

Zviri pachinzvimbo chekushandisa mari kukwezva traffic kubva kune vanhu vangangove vasingazotendeuke.

Wedzera chivimbo

Inbound marketing ndeye kupa vangangove vatengi ruzivo rwavari kutsvaga, kunyangwe ivo vasingazvizive, nenzira yekugadzira uye inobata.

Hazvisi zvekugadzira kutengesa kusingadiwi pamukana wese

Shandisa inbound marketing senzira yekuratidza brand yako sechinhu chinobatsira uye chakavimbika uye netarisiro inobuda kana mutengi ave pedyo nekutendeuka.

Zvidzivirire kubva pakunyanya kukoshesa pane imwe chiteshi neInbound

Nekutsvaga traffic yemhando kubva kwakasiyana-siyana (organic search, social media referrals, kutumira kubva kune mamwe mawebhusaiti achitaura nezvechigadzirwa chako chinoshamisa kana sevhisi), unoderedza kuvimba nechiteshi chimwe chete, uye nekudaro njodzi yakabatana.

Chiyero chinopinda

Kuyera kukanganiswa kwebasa rekushambadzira kwemukati nenzira inoratidza inonzwisisika ROI kwagara kuine hunyengeri. Chinokosha ndechekujeka kubva pakutanga.

Iwe unogona kusakwanisa kuteedzera huwandu hweanotungamira akagadzirwa semhedzisiro yakananga yemushandirapamwe wako, asi iwe unogona kuteedzera huwandu hwekudhawunirodha kweasset yako, avhareji nguva vanhu vachiona vhidhiyo yako, nhamba yevateveri pasocial network. Masocial network akakushanyira, kuti wawana marii, nezvimwe.

Paunenge uchironga danidziro yako, iva akajeka pamusoro pezvauri kuedza kuita uye kuzviyera zvakakodzera uye nekuvimbika. Nenzira iyi, zvinotarisirwa nemunhu wese zvinoiswa uye, naizvozvo, hazvichakwanisi kuzadzikiswa.

🥀 Inbound marketing sechirongwa chenguva refu

Kubudirira inbound kushambadzira kushambadzira hazviitike nehusiku humwe. Vanotora nguva kuronga, kuita uye kunatsa. Vanogonawo shanda nesimba.

Unogona kuda vanogadzira zvemukati, vagadziri, vanogadzira, nyanzvi dzekusvika, vatengesi vezvenhau vezvemagariro, uye maneja wemushandirapamwe kuti izvi zviitike.

Izvozvo zvakati, kana iwe ukaisa nguva yako uye simba rako mumushandirapamwe usingagumi, unofanirwa kuva nechimwe chinhu chinoramba chichikuunzira kukosha kune ramangwana rinoonekwa.

🥀 mhedziso

Muchidimbu, inbound marketing inomiririra a nzira yemazuva ano uye yakazara kunzwisisa kukudziridza digital marketing strategy. Nekutarisa pane zvemhando yepamusoro zvinosangana nezvido zvetarisiro, isu tinokwanisa kuvabata kwenguva yakareba kusvika pakushandura, tichivandudza SEO yedu.

Chokwadi, nzira iyi inoda kuenderera mberi nekuedza kugadzira zvinyorwa, ebooks, mavhidhiyo uye zvimwe zvinokwezva zvemukati nekufamba kwenguva. Asi muzera redhijitari, kugadzira kukosha kwevateereri vako ndiyo nzira yakanakisa yekuvaka kuvimbika.

Kutenda kune vatengi rwendo rwekutarisa maturusi, inbound kushambadzira zvakare inoita kuti zvikwanise kunyatso ziva nzvimbo dzekuonana dzinogadzira shanduko kuti ukwidzise yako shanduko funnel. Nzira yakanangana nemhedzisiro yebhizinesi!

Hapana mubvunzo kuti zano iri, rakavakirwa pakukwezva pane kuvhiringwa kwekushambadzira, rine ramangwana rakajeka. Kune vakachenjera !

🥀FAQs

Chii chinonzi inbound marketing?

Inbound marketing inoreva nzira dzese dzekutengesa dzakanangana nekukwezva vanokwanisa traffic kuti vashandure inotungamira uye ipapo vatengi, pachinzvimbo chekuvhiringidza vashandisi veInternet nekushambadza kunopinza.

Izvi zvakasiyana sei nekushambadzira kwechinyakare?

Kusiyana nekushambadzira "kubuda” zvichibva pakuvhiringwa kwekushambadzira (chiratidziro, mae-mail, TV, redhiyo, zvichingodaro), inbound inoda kukwezva vanotarisira kuburikidza nekuburitsa zvinyorwa zvinobatsira zvinopindura mibvunzo yavo nezvavanoda.

Ndeapi maturusi makuru ekushambadza anopinda?

Iwo mana mbiru dzekupinda mukati ndeaya: chirevo chechisikigo, masocial network, kushambadzira zvemukati uye otomatiki (lead kusimudzira). Vamwe vanowedzerawo mae-mail uye anoyevedza maCTA pasaiti.

Iyi inzira inoshanda yekugadzira bhizinesi here?

ehe, nokuti inoita kuti zvikwanisike kusvika kune vatove vanofarira tarisiro uye zvishoma nezvishoma kuvatungamirira kubva pakuziva kudiwa kwekutenga, uchivandudza kuonekwa. Chiyero chekushandura chiri nani pane kupfura kamwe chete.

Iyi nzira inoshanda kune chero mhando yewebhusaiti?

Inbound marketing inogona kubatsira zvakanyanya B2B uye B2C nzvimbo. Chinhu chikuru ndechokuziva mutengi wako zvakare kuti ugadzire zvakagadziridzwa zvemukati. Zano rakagadzirwa nemunhu rinokosha.

Unoziva sei kana yako inbound strategy inoshanda?

MaKPI akati wandei anogoneka: traffic inouya, inotungamira inogadzirwa, network vanyoreri, bounce rate, shanduko asi zvakare inodzoka pakudyara. Izvo zvakakosha kutsanangura zvakajeka uye kutarisa ako akakosha zviratidzo.