Indawo yokuthengisa idijithali kwishishini

Ngokufika kwedijithali, intengiso iye yatshintsha nzulu kwiminyaka yakutshanje. Ukubonakala kweenethiwekhi zentlalo, ukunyuka kwedatha, izixhobo ezitsha zokuzenzekelayo ... Uninzi lwezinto ezintsha ezihlaziya iindlela zokuthengisa ngaphakathi kwemibutho. Kulo mongo, yintoni ngoku indawo yokuthengisa idijithali entliziyweni yesicwangciso soshishino?

Eli nqaku linikezela ngombono ocacileyo wophuhliso oluqhubekayo kunye nendlela ukuthengiswa kwedijithali okuzimisa ngayo njengomsebenzi weqhinga ngokwalo ecaleni kokuthengisa kwendabuko. Ngokukodwa, siza kubona indlela amasebe okuthengisa amkela ngayo izixhobo ezitsha zokusebenzisana nabathengi bawo kunye nethemba kwiitshaneli zedijithali.

Intengiso yeDijithali ngokungathandabuzekiyo imele i-lever yokukhula kunye nokutsha okungekho mbutho ngoku ungahoyi! Kweli nqaku, siza kukubonisa indawo yokuthengisa idijithali kwishishini. Kodwa kuqala, nantsi isoftware eya kukuvumela ukuguqula ithemba lakho libe ngabathengi.

🥀 Yintoni isicwangciso sokuthengisa idijithali

Izicwangciso zokuthengisa zedijithali zinceda abathengisi babeke iinjongo. Bakwanceda ekujoliseni abaphulaphuli kwaye baphuhlise isicwangciso sentengiso yedijithali efikelela kakhulu kwabo baphulaphuli. Ezi zicwangciso zibonelela ngesikhokelo sephulo okanye inkqubo ethile kunye nesakhelo sokuvavanya iziphumo.

Namhlanje, yonke into idijithali kwaye ukuthengisa ngedijithali kudityaniswe phantse kuyo yonke imiba yeshishini, itshintsha ngokusisiseko indlela iinkampani ezinxibelelana ngayo nabathengi bazo kwaye zizise ixabiso kubo.

Ke, ukuba ishishini lakho alinakusebenzisa kwaye lisebenzise isicwangciso sokuthengisa idijithali kwimakethi ekhulayo ye-intanethi ye-intanethi, awuyi kukwazi ukukhuphisana.

🥀 Imijelo yokuthengisa yeDijithali: isicwangciso se-cross-channel

Intengiso yeetshaneli ezinqamlezileyo, intengiso yeetshaneli ezininzi, ukuthengisa i-omnichannel, okanye naliphi na ixesha olikhethayo, imalunga nokunxulumana nomthengi wakho okanye ithemba kuwo onke amajelo edijithali nakuzo zonke izixhobo.

Ukusuka kwi-inbox kunye nemithombo yeendaba zentlalo ukuya kwiilaptops, iitafile kunye nee-smartphones, abathengi banamhlanje bahamba ngaphandle komthungo kwaye balindele ukuba ube lapho kunye nabo, uzisa into ebonakalayo kwaye edibeneyo.

Ukukunceda ukuba wakhe isicwangciso esiyimpumelelo sokuthengisa isitishi esinqamlezayo, nazi amajelo edijithali asetyenziswa kakhulu:

✔ Intengiso nge-imeyile

Ukuthengisa nge-imeyile yenye yezona ndlela zindala nezaziwa kakhulu zentengiso yedijithali. Le ndlela yobugcisa isetyenziswa ziingcali kwi I-B2B kunye ne-B2C yokuthengisa. Ngentengiso ye-imeyile, uqokelela idatha yomthengi kuzo zonke iindawo zokucofa ezahlukeneyo kuhambo lwabathengi.

Ngokuhlela olu lwazi, uyaziqonda izinto ozikhethayo abathengi kwaye ekugqibeleni ufumane imvume yokubongeza kuluhlu lwakho lokuposa.

Umxholo we-imeyile unokubandakanya ulwazi malunga neemveliso kunye neenkonzo zakho, iindaba malunga neshishini lakho. Isenokuqulatha unikezelo lobuqu, ubungqina babathengi, amakhonkco kwizifundo zezehlo kunye namanqaku obugcisa okanye orhwebo.

Ixabiso ngundoqo ekuqinisekiseni ukuba ii-imeyile zakho ivuliwe yafunda, ayicinywa ngoko nangoko. Isiqulatho somntu ngamnye kunye nezibonelelo ezifanelekileyo zihamba indlela ende ekwandiseni uthethathethwano.

I-imeyile yokuthengisa zombini ubugcisa kunye nenzululwazi. Ii-imeyile zakho kunye nee-asethi zedijithali kufuneka zibandakanye. Nangona kunjalo, kufuneka kubekho ibhalansi phakathi kokuthumela ii-imeyile ezininzi kwaye ungathumeli ngokwaneleyo.

✔ Intengiso yevidiyo

Ividiyo yenye yamajelo okuthengisa edijithali eyona inamandla akhoyo. Abantu bayayithanda ividiyo. Babukela iividiyo zokuzonwabisa kunye nophando, kwaye babelane ngeevidiyo. Ngapha koko, uYouTube uxele ngaphezulu kweebhiliyoni ezimbini ngenyanga ababukeli abaqhagamshelweyo. Abathengi beB2B kunye nabathengi beB2C benza izigqibo zokuthenga ngevidiyo.

Ukuthengiswa kwevidiyo kwakha ulwazi lwe-brand, kwandisa i-digital traffic, kwaye kwandisa amazinga okuguqulwa. Iividiyo ezifakwe kumxholo weblogi ziye zaba sisiseko seB2B kunye neB2C izicwangciso zokuthengisa umxholo iminyaka.

Ukwabelana ngevidiyo ngundoqo wokufumana amehlo amaninzi kumxholo wakho. Yiyo loo nto uya kufuna ukuthatha ithuba leendawo zeqela lesithathu, ezinje ngeYouTube, kwaye ukhuthaze iividiyo kwiwebhusayithi yakho kunye namajelo eendaba ezentlalo. Khuthaza abanye ukuba babelane ngeevidiyo zakho.

Gcina iividiyo zakho zimfutshane kwaye zifikelele kwinqanaba. Uqwalaselo lufutshane, ngoko ke undoqo kukuhambisa umxholo omkhulu ngendlela ebandakanyayo.

✔ Intengiso yeMedia yeNtlalo

Imidiya yoluntu yindlela efanelekileyo yokufikelela kubaphulaphuli abathile, ekujoliswe kubo kunye nokudibanisa ngokuthe ngqo nabathengi, abathengi abanokubakho, kunye namaqabane. Iqonga lemidiya yoluntu olisebenzisayo lixhomekeke ekubeni ufuna ukujolisa bani.

Facebook iselona qonga lonxibelelwano likhulu ehlabathini. I-Twitter isathandwa ngabathengi beB2B. Nazi izibonelelo zemidiya yoluntu kwishishini lakho.

I-Instagram kunye neTikTok zithandwa kakhulu ngabathengi bewaka leminyaka kunye neGen Z, kwaye i-LinkedIn yindawo entle yokunxibelelana nabathengi beB2B kumanqanaba okuqala omjikelo wokuthenga.

Iqonga ngalinye losasazo lwentlalo libonelela ngeentlobo ezahlukeneyo zomxholo, kodwa zonke ziyividiyo / umfanekiso ogxile kakhulu. Ngoko ke, xa udala umxholo, hlala ukhumbula indlela ofuna ukuyihambisa ngayo kwimidiya yoluntu, uze uyilungise ngokufanelekileyo.

Iiplatifti ezahlukeneyo ziya kuqhubeka zivela, ngoko ke abathengisi kufuneka bahlale belungelelanisa amaqhinga okuthengisa idijithali ukufumana okuninzi kwiqonga ngalinye elikhoyo.

Ngokomzekelo, TikTok yayingekho ngaphambi kukaSeptemba 2016, kwaye namhlanje inabasebenzisi abasebenzayo ngakumbi kune-LinkedIn, Twitter, Pinterest kunye ne-Snapchat. Nazi iimfihlo zokwenza imali kwiTikTok ngo-2021

✔ I-SMS (iSMS kunye neMMS)

Emva kokuthengisa nge-imeyile, umyalezo obhaliweyo yi eyona ndlela ngqo ukufikelela kubathengi. Kodwa njengemidiya yoluntu, imiyalezo kufuneka ibemfutshane ukuze isebenze. Amaqela okuthengisa anokusebenzisa iinkonzo zomyalezo omfutshane (SMS) ezibhaliweyo kuphela okanye imiyalezo yemultimedia (MMS) enokubandakanya iividiyo kunye neegifs.

✔ Ukuthengiswa komxholo

Le ukuthengiswa komxholo ikuvumela ukuba wenze indlela yakho yokujonga izinto ezahlukeneyo kunye nabathengi xa unikezela umyalezo wakho. Okukhona umxholo wakho ungowakho ngakumbi, kokukhona unomdla, unomdla, kwaye ubambe ingqalelo yomntu.

Nangona kunjalo, umxholo wakho kufuneka uhambelane nenjongo kunye nomdla wabaphulaphuli ojolise kubo. Kufuneka ibonelele ngexabiso elithile ukuqhuba ukubandakanyeka kunye nokuguqulwa.

Iindidi zomxholo zingabandakanya ikopi ye-imeyile, amaphepha okufika, i-infographics, i-e-books, iirekhodi zoshishino, izibhengezo zentengiso, iividiyo, imiyalezo ebhaliweyo, iintengiso, iileta zeendaba, ukukhutshwa kweendaba, ukushicilela, amanqaku, iiblogi kunye neeposikhadi zedijithali.

Umxholo unga (kwaye kufuneka) usetyenziswe kuwo onke amajelo, kodwa wonke umxholo wakho kufuneka ube nelizwi elifanayo kunye nomyalezo.

✔ I-Engine Engine Optimization (SEO) kunye nePay-Per-Click (PPC) Intengiso

Isicwangciso esilungileyo se-SEO sikuvumela ukuba ube phezulu kwiinjini zokukhangela. Esi sicwangciso sikuvumela ukuba uqhube i-traffic kumxholo wakho. Iziphumo ezilungileyo ze-SEO zixhomekeke kumagama angundoqo kunye nokulungiswa kwekhasi.

Ukusebenzisa amagama angundoqo aphendliweyo kunye namagama angundoqo omsila omude (ngaphezu kwamagama e-3 amagama) kuwo wonke umxholo wakho wewebhu uya kuphucula i-SEO kwaye unikeze iziphumo ezihamba phambili kunye neziphumo zokuguqulwa.

Ukwakha amakhonkco ezinto eziphilayo ukusuka kumagunya aphezulu eqela lesithathu yenye indlela yokuphucula amanqanaba ephepha kunye nokuqhuba abathengi abanokubakho kumxholo wakho.

I-Pay-per-click (PPC) intengiso ibandakanya ukuhlawula ucofa ngalunye kwikhonkco elithile. Iinjini zokukhangela kunye neendawo ezininzi zemidiya yoluntu zibonelela ngamathuba ePPC. Iintengiso zePPC ziya kubonakala kwiifidi zabathengi ojolise kubo kunye nabathengi abanokubakho.

Ukuthengisa injini yokukhangela luhlobo lwentengiso yePPC enokuba nefuthe elikhulu. Oku kubandakanya ukuhlawula injini yokukhangela ukubonisa imiyalezo yokuthengisa (ikopi) kunye nekhonkco elibalaseleyo xa iindwendwe zikhangela amagama athile angundoqo.

✔ Uyilo lwewebhusayithi kunye nokuthengisa

Iwebhusayithi yakho ihlala iyindawo yokuqala yonxibelelwano abanayo abathengi kunye neshishini lakho kunye nebhrendi yakho. Uyilo lwewebhu olugqwesileyo lunokukhuthaza ukuphawulwa okufanayo kwazo zonke ii-asethi zedijithali.

Oku kufuneka kwakhona iwebhusayithi yakho isebenziseka ngakumbi kwiinjini zokukhangela, ukubonelela ngamava omsebenzisi abalaseleyo kunye nokuphucula izinga lokuguqulwa (ukuchofoza ngaphezulu, ukubhaliswa, njl.).

✔ Umboniso wentengiso

Abathengisi banokubonisa iintengiso ezifanelekileyo kwiindawo zeqela lesithathu ukufikelela amathemba amaninzi. Ezi zibhengezo zinokubandakanya iibhena, iindawo ezisecaleni, iintengiso zevidiyo kunye neentengiso ezisebenzisanayo eziqhagamshela enye yewebhusayithi yakho okanye amaphepha okufikela.

✔ Intengiso yoManyano

Iiblogi ezininzi kunye nabaphembeleli beendaba zentlalo abathengisi abadibeneyo, njengoko basebenzisa iiblogi zabo kunye neeakhawunti zemidiya yoluntu ukukhuthaza iimveliso kunye neenkonzo ezahlukeneyo. Yi uhlobo lokuthengisa ukusebenza-based.

Abathengisi abadibeneyo bafumana ikhomishini yokukhuthaza iimveliso ezithile. Okukhona iindwendwe kunye nabathengi betsalwa ngakumbi aba bathengisi, kokukhona imali eyongezelelekileyo iya kuyenza.

✔ U papasho

Imithombo yeendaba yentengiso yemveli iye yafumana utshintsho lwenyikima kule minyaka imbalwa idlulileyo. Itekhnoloji yenze ukuba kube nokwenzeka ukubonelela ngokuthengwa kweendaba ezijolise ngakumbi kumaqonga amatsha kamabonwakude afana Netflix, Hulu, YouTube kunye nabanye.

Kodwa musa ukuthembela kumabonwakude nakunomathotholo womnatha, kuba phezu kwako nje ukwanda kwenani lezinye iindlela zokuzonwabisa, abantu basabukela umabonwakude yaye baphulaphule unomathotholo.

🥀 Isebenza njani intengiso yedijithali?

Kukho iindlela ezininzi zokufikelela kwiphulo lentengiso yedijithali. Njengomthengisi wedijithali, unoluhlu olubanzi lwamaqhinga, amaqhinga, kunye namajelo kwibhokisi yakho yezixhobo ezinokusetyenziswa ukunxibelelana nabaphulaphuli bakho.

Ngokuqhelekileyo, amaphulo entengiso yedijithali abandakanya amanyathelo amaninzi aqhelekileyo:

✔ Chaza iinjongo zakho zentengiso

Intengiso yedijithali yinkalo ebanzi kakhulu. Ngoko ke kubalulekile ukuseka iinjongo zakho ngaphambi kokuba uqalise iphulo lokuthengisa idijithali. Ngokomzekelo, uyafuna ukwakha ulwazi ngebrand yakho? Fumana abathengi abatsha? Gxininisa ekugcinweni kwabathengi kunye nokunyaniseka? Ukumisela iinjongo kukunceda ulungelelanise isicwangciso sakho kunye nohlahlo lwabiwo-mali ukwandisa impembelelo yakho.

✔️ Chonga abaphulaphuli bakho

Ngubani ozama ukuhoywa? Iinkcukacha ezithe kratya onazo malunga nabaphulaphuli ojolise kubo (iminyaka, indawo, umvuzo, njl.), kokukhona kuya kuba lula ukufumana indlela yokunxibelelana nabo.

✔️ Chonga amajelo okuthengisa afanelekileyo kunye namaqhinga okuthengisa

Ngoku uyazi ukuba ufuna ukufikelela kubani, kufuneka wenze isigqibo malunga nokuba (kwaye ngemali) ofuna ukufikelela kuyo. Masithi ungumthengisi wedijithali weB2C ozama ukunxibelelana nabathengi abancinci.

Kule meko, unokwaba ngaphezulu kwebhajethi yakho kwintengiso yemidiya yoluntu kumaqonga athile kunokuchitha uninzi lwemizamo yakho (kunye nemali) kwiblogi.

✔️ Phuhlisa kwaye ulungiselele umxholo kunye nomyalezo kwitshaneli ngalinye

Hlalutya idatha yakho kwaye uzame ukufumana kangangoko ngabaphulaphuli bakho. Umzekelo, ukuba uyazi ukuba abathengi bakho bakhetha ukukhangela kwifowuni yabo kunelaptop, umxholo abawufumanayo kufuneka ilungiselelwe ukujongwa kweselula. Kodwa oko kusenokunganeli.

Abathengi banxibelelana neebrendi kuzo zonke iitshaneli ezahlukeneyo ngendlela engahambelaniyo. Ke kufuneka uqiniseke ukuba isiqwenga ngasinye somxholo sinelizwi lebhrendi elingaguqukiyo kunye nomyalezo. Ukungaguquguquki kunqanda ukudideka malunga nokuba yintoni uphawu lwakho kunye nexabiso obonelela ngalo.

✔ Umlinganiselo wephulo kuzo zonke iimetrikhi eziphambili

Ukulinganisa iimetriki eziphambili kwaye uphindaphinde ngokusekelwe kwezo ziphumo. Ukuba awulinganisi intsebenzo yakho ngokusekwe kwiimetriki eziphambili ozichazileyo ngaphambili, uya kwazi njani ukuba iphulo lisebenza kakuhle okanye liyaphucuka ngokuqhubekayo?

Ukulinganisa iziphumo ngokuhamba kwexesha kuqinisekisa ukuba uqhagamshelana nabathengi, wakhe ukuthembeka, kwaye wakhe ulwazi lophawu.

🥀 Loluphi uhlobo lwentengiso yedijithali ilungileyo?

Intengiso yedijithali isebenza kuwo onke amashishini kunye nemizi-mveliso, kodwa akukho ndlela-nye ilingana nayo yonke indlela. Amashishini ahlukeneyo kufuneka asebenzise iindlela ezahlukeneyo zedijithali ukufezekisa iinjongo zabo. Amaqhinga angcono axhomekeke kwizinto ezininzi, ezifana ubukhulu, uhlahlo lwabiwo-mali, abaphulaphuli ekujoliswe kubo kunye neenjongo zoshishino yeqela lakho lezentengiso.

kunjalo, amashishini amancinci naphakathi inokuphuhlisa izicwangciso ze-SEO eziphilayo. Basenokusebenzisa izicwangciso zemidiya yoluntu, imikhankaso yokuthengisa i-imeyile, kunye neeshedyuli zokubloga. Isizathu kukuba la maqhinga afuna utyalo-mali oluncinci.

Amashishini amakhulu banokusebenzisa iinkqubo ezihlawulelwayo ukuze bafezekise iinjongo zabo zoshishino. La maqhinga angabandakanya ukudibanisa i-asethi yedijithali, ukuvelisa ii-webinars / ii-webcasts, ukugxila kwi-akhawunti-based marketing, kunye nokutyala imali kwimidiya ehlawulwayo okanye i-PPC yokuthengisa.

🥀 Intengiso yeDijithali vs iMedia yeDijithali

Intengiso yedijithali yisethi yemisebenzi okanye amaqhinga. Imidiya yedijithali ibhekisa kwiseti yeefom, iifomati kunye namaqonga abandakanya:

• Ii-imeyile
• SMS kunye neMMS
• Izaziso zangaphakathi/zotyhala
• Iinethiwekhi zentlalo (Instagram, TikTok, LinkedIn, Facebook, Snapchat, Twitter, Pinterest)
• Umsindo (Spotify, Pandora, Apple Music)
• Intengiso yedijithali (iintengiso zesibhengezo, iintengiso ezivelelayo)
• Ividiyo (iYouTube, iNetflix, iHulu)

Abathengisi bedijithali basebenzisa imidiya yedijithali ukudibanisa nabathengi. Ngamanye amazwi, ukuthengiswa kwedijithali sisicwangciso et les imidiya yedijithali yindlela.

🥀 Intengiso yeDijithali vs iNtengiso ye-Intanethi

Ukuthengisa kwidijithali kunye nentengiso ye-intanethi yahluke kancinane, nangona kukho ukugqithelana phakathi kwezi zimbini. Ibhekisa kwiseti yemisebenzi kunye namaqhinga asebenzisa amajelo eendaba edijithali.

intengiso ye-intanethi yiseti yentengiso yedijithali. Ifuna i-intanethi ukuze iqhagamshele kwiinkokeli. Zonke iindlela zentengiso ye-intanethi zintengiso yedijithali, kodwa ayizizo zonke iindlela zokuthengisa ngedijithali.

Ngokomzekelo, Iintengiso zeTV, iibhilibhodi zedijithali, iintengiso zerediyo, kunye nemiyalezo ebhaliweyo (i-SMS) iwela phantsi kwentengiso yedijithali, kodwa hayi ukuthengiswa kwe-Intanethi.

🥀 iNtengiso yeDijithali vs. Intengiso yangaphakathi

Xa kuthelekiswa nentengiso yedijithali, intengiso yangaphakathi ingaphezulu kwesicwangciso esibambeneyo esenziwe ngamaqhinga athile okuthengisa idijithali asetyenziselwa ukuzama ukuzisa abathengi abanokubakho kumxholo / i-asethi yedijithali enikezelwayo.

Intengiso yangaphakathi iqhutywa kakhulu ziimethrikhi, ijolise ekungeniseni abathengi kwaye emva koko ibatyhale ngefenitshala yokuthengisa, ekugqibeleni ivelise ukhokelo olufanelekileyo kunye noguqulo.

🥀 Indima yokuthengisa idijithali kwi-B2B kunye ne-B2C

Eyona njongo iphambili yokuthengisa idijithali kukuqhuba umthengi okanye umthengi ekuthengeni. Ivumela amaqela okuthengisa e-B2B kunye ne-B2C ukuba abandakanyeke nabaphulaphuli ababanzi kunokuba kunokwenzeka ngokusebenzisa amaqhinga okuthengisa emveli. Banokujolisa ngakumbi abathengi abanokubakho abafanelekileyo, ukwandisa i-ROI yokuthengisa.

✔ Ishishini ukuya kwiShishini (B2B) iNtengiso yeDijithali

Injongo ephambili ye-B2B yokuthengisa idijithali kukuqhuba umgangatho ophezulu okhokelela kumaqela okuthengisa e-B2B, ukuqinisekisa izinga eliphezulu lokuguqulwa. Imijikelo yokuthenga ye-B2B ihlala inde kuba iimveliso/iinkonzo zintsonkothile, zibiza kakhulu kwaye zifuna ukubandakanyeka kwabantu abaninzi.

Ngokomzekelo, imveliso efanayo inokuthengiswa kumashishini ahlukeneyo okanye kwimixholo, kwaye i-akhawunti nganye iya kuba nabachaphazelekayo abohlukeneyo abahlala bebandakanyeka kwiitshaneli ezininzi. Iqondo lolungelelwaniso olufunekayo phakathi kwemigca yoshishino luphezulu.

Iziteshi eziqhelekileyo ezisetyenziswa ngamaqela e-B2B okuthengisa idijithali zijolise kwishishini, njenge-imeyile, ii-webcasts, ividiyo, i-LinkedIn, kunye ne-Twitter.

✔ Ishishini-kumthengi (B2C) ukuthengiswa kwedijithali

Injongo ephambili Intengiso yedijithali ye-B2C imalunga nokufumana abathengi abanokubakho kunye nabathengi ukuba bafumane kwaye banxibelelane nebrand yakho ngokwandisa i-traffic yewebhusayithi yakho kunye nokwandisa ukubonakala komxholo wakho.

Amaqela entengiso yedijithali ye-B2C kufuneka akhethe amajelo agxile kubathengi, apho abathengi be-B2C banokufumanisa kwaye bazibandakanye nebhrendi yakho.

🥀 Ikamva lentengiso yedijithali

Konke kwaqala ngeselula, eyayinempembelelo enkulu ekuthengiseni idijithali. Ukuziphatha kwabathengi kutshintshile ngokuhamba kwexesha. Abathengi ngoku balindele okungakumbi kwiimpawu zabo, kwaye amaxesha amancinci abalulekile.

Yintoni umzuzu omncinci? Imalunga nomthengi osebenzisana nophawu ngokucofa iqhosha nangexesha lokwenyani. Umceli mngeni wabathengisi bedijithali ngoku kukudibanisa abantu kwimizuzu emincinci kunye nemiyalezo efanelekileyo yokuthengisa eyongeza kubomi babo kunokuba ibaphazamise.

Abathengi ngoku balindele amava awodwa, aqhagamsheleneyo nangenamthungo kuwo onke amajelo kunye nokwaneliseka kwangoko. Unomzuzwana nje omncinci wokubamba ingqalelo yabo kwaye uyibambe ngomyalezo oqinileyo kunye namava amnandi, abandakanyayo.

Ukuba awenzi njalo, baya kudlulela kunikezelo olulandelayo. Oku kwenze ukuba iindlela zakudala zokuthengisa ziphelelwe lixesha. Abathengisi banamhlanje kufuneka bathathe indlela yokuqala kunye nabaphulaphuli babo behlabathi.

🥀 Izenzo zomthengisi wedijithali

Yamkela ingqondo eqhutywa yidatha. Ukuba nedatha eninzi kunye nokusetyenziswa kakuhle kwedatha onayo kuya kukuvumela ukuba uqonde ngcono abathengi kwaye ulindele iimfuno zabo kwaye ungachithi nokuba iota yexesha labo.

Tyhiliza i-automation kunye nobukrelekrele ukuya kwinqanaba eliphezulu. Uya kudinga ukuthengisa okuzenzekelayo ukuze ubambe inani elikhulu ledatha kwaye ukhonze abathengi ngexesha lokwenyani.

Tphatha umthengi ngamnye ngokukodwa, ngokwahlukileyo kwaye ngokufanelekileyo. Kufuneka usebenzise ubukrelekrele obufumana kumzuzu omncinci kwaye uwahlanganise ukuze ufumane umfanekiso ogcweleyo womthengi wakho. Le yindlela owenza ngayo amava adibeneyo.

Yamkela i-omnichannel fluidity. Kuya kufuneka ulungele ukunxibelelana nabathengi nakweliphi na ijelo ngexesha lokwenyani kwaye ubalandele ukuba basuka kwesinye isitishi baye kwesinye.

🥀 Ezona metrics zentengiso yedijithali

Ezi zalathisi zidatha echazwe ngamanani kwaye isetyenziselwa ukulinganisa, ukuthelekisa nokuvavanya ukusebenza kwezenzo ezithile zokuthengisa kwi-intanethi. Ngamanye amazwi, ziyimilinganiselo yokuthengisa eyinyani ephendula umbuzo wendlela yokulinganisa iphulo lokuthengisa idijithali.

Ezi metrics okanye izikhombisi ziya kusixelela ukuba ngaba sifezekisa iinjongo ezicwangcisiweyo zamaphulo ethu kwaye zaziwa njenge-KPIs, (Izalathisi ezingundoqo zokuSebenza). Zisivumela ukuba silinganise ngokuchanekileyo kwaye ngokukhawuleza oko kwenzekayo.

Ukuba ufuna ukwazi ngakumbi malunga nee-KPIs, sicebisa esi sikhokelo kwii-KPIs apho uya kuqonda ngokupheleleyo indlela yokukhetha enye okanye enye i-metric ukulinganisa umsebenzi wakho.

✔ Imizekelo yeemetrics kwiNtengiso yeDijithali

Njengoko besitshilo ekuqaleni kweli nqaku, iimetriki ozikhethayo ziya kuxhomekeka kumajelo akho okuthengisa apho ufumana khona kwaye ube nefuthe kubathengi bakho abanokubakho.

Ukuba ishishini lakho likumhlaba we-intanethi, kusenokwenzeka ukuba une-asethi yedijithali efana newebhusayithi, imidiya yoluntu, kunye namaphulo ahlawulweyo kuwo onke amajelo ohlukeneyo. Kungenxa yoko le nto siza kuphonononga eyona KPIs yentengiso yedijithali yala mijelo siyikhankanyileyo.

Ukujolisa isifundo ngokugqibeleleyo, kufuneka wahlule ezona ndidi zidumileyo zeemetrics:

Imilinganiselo yendlela yewebhu : Zinxulumene nokusebenza kwewebhusayithi yakho kwaye zibonisa iinkalo ezinjengokutyelela, abasebenzisi, ukujonga iphepha okanye izinga lokunyuka.

PPC metrics. Badibanisa utyalo-mali olwenziwe kuhlobo oluthile lwentengiso ye-intanethi kunye neziphumo ezifunyenweyo. Le yimeko yeCPC okanye ixabiso ngokuchofoza, i-CTR kunye nezinga lokuguqulwa.

Inethiwekhi yoluntu okanye iimethrikhi zemidiya yoluntu. Zidityaniswe namaphulo onxibelelwano kunye nomxholo oveliswe kwiintanethi zentlalo. Sithetha, phakathi kwezinye izinto, ngezinga lokwabelana, izinga lokukhula, umlinganiso wentsholongwane egazini kunye nokusebenzisana.

Olunye uchwephesha lubandakanya iimetriki ze-SEO, iimethrikhi zeNtengiso eNgaphakathi, ukuthengisa nge-imeyile, Iimetriki zeNtengiso zikaGoogle, iimetriki ze-e-commerce, njl.

✔ Iinjongo ezi-SMART

Ngaphambi kokuba uthethe nzulu malunga nezikhombisi zentengiso yedijithali, kuyimfuneko ukuqonda ikhonkco abanalo kunye neenjongo. Izalathisi okanye ii-KPIs zenza kube nokwenzeka ukulinganisa ukuba sihamba ngendlela efanelekileyo, kodwa phi?

Kulapho iinjongo ezicwangcisiweyo zingena khona. Siya kuba neenjongo ngokubanzi kwinkampani yethu kunye neenjongo zesebe. Kuyo nayiphi na imeko, iinjongo zihlala zibotshelelwa ekuphuculeni iimethrikhi kunye nokufumana iziphumo ezinokwenzeka eziphezulu.

Nangona kunjalo, ukuqulunqwa kweenjongo kubaluleke kakhulu njengenjongo ngokwayo. Siza kuyenza njani loo nto? Ukulandela i Indlela yokusebenza ye-SMART. I-SMART sisishunqulelo sothotho lweempawu ekufuneka iinjongo zethu zihlangabezene nazo ukuze ziqulunqwe ngokuchanekileyo:

• Sethile okanye ethile
• Minomlinganiselo okanye inokumetwa
• Renokufezekiswa okanye enokufezekiswa
• Reyenyani okanye eyinyani
• Timel kwaye ngexesha u

Ukuba ufuna ukwazi ngakumbi malunga nokuba zeziphi iinjongo ze-SMART kunye nendlela yokuzenza, apha ndikushiya inqaku lethu ngalo mbandela.

🥀 I-15 iiMetrikhi zeNtengiso zeDijithali eziphambili

Emva kokubona la manqaku okuqala kwiimethrikhi kunye neenjongo zeNtengiso, siya kuhlalutya enye nganye yeemetrics ezahlukeneyo kunye nokubaluleka kwazo ukulinganisa izenzo zakho zeNtengiso.

✔ Inani lotyelelo kwiwebhusayithi yakho

Lo mlinganiselo wabaphulaphuli ubhekisa kwinani lezihlandlo iwebhusayithi yakho ihanjelwe ngabasebenzisi. Apha kufuneka sahlule inani labasebenzisi abandwendwela iphepha ukusuka kwinani lokujonga iphepha. Ngokwenene, sinako Abasebenzisi be-1 abandwendwela amaphepha ama-000 lilinye, nto leyo eya kusinika inani lilonke Iimbono zephepha ezingama-2.

Kwimeko yeeseshoni, sinokuthi linani lokusebenzisana abasebenzisi abanalo kunye newebhusayithi yakho. Sinokuthi ngalo lonke ixesha umsebenzisi ehlala phantsi ukutyelela iphepha lakho, ekwazi ukubona iphepha eli-1 okanye ngaphezulu ngokulandelelana.

Ukwazi inani leeseshoni kunye nenani leembono zephepha lilonke, sinokubala iimbono zephepha ngeseshoni nganye. Unokulinganisa konke oku kwi-Google Analytics

Ezi zezona metrics eziphambili zetrafikhi yewebhu kwaye yintoni enomdla kukuba ulinganisa ukuvela kwazo ngexesha kwaye uthelekise namanye amaxesha angaphambili. Ukongeza, iya kukuvumela ukuba ulinganise impembelelo yezenzo ezahlukeneyo zokuthengisa ozenzayo kwitrafikhi yewebhu.

✔ Inani kunye nepesenti yabatyeleli

Indlela entle yokulinganisa ukuba ngaba abasebenzisi bayawuthanda umxholo wakho okanye iqonga bala i% yabasebenzisi ababuyayo. Ngamanye amazwi, kufuneka sahlule phakathi kwabatyeleli abatsha nababuyayo. Sinokuphinda silinganise oku kuGoogle Analytics kwaye sihlalutye / sithelekise amaxesha ahlukeneyo

Kwintengiso, kufuneka ube nento enye ecacileyo, ukuphucula ukugcinwa komsebenzisi kulula kunokuzama ukutsala abasebenzisi abatsha kwiphepha lakho okanye inkonzo.

✔ Ixesha elichithwe kwiwebhusayithi

Lingakanani ixesha abasebenzisi be-Intanethi abalichitha, ngokomndilili, kwindawo yakho nakumacandelo ayo? Olu luphawu olukhulu lwendlela ohlangabezana ngayo nolindelo lwabo kwaye ubanike kanye le nto bayifunayo.

Ivumela ukuba sikhulise umxholo ukwanelisa abaphulaphuli, sihlalutye ukuba yeyiphi umxholo okhunjulwa kakhulu kwaye sandise ukusebenza kwezicwangciso zethu.

✔ Ireyithi yokubuyela kwakhona

Isalathisi esinxulumene ngokusondeleyo ne-metric yangaphambili ibala ipesenti yabasebenzisi abangena kwiphepha lakho kwaye bashiye iwebhusayithi yakho ngephepha elifanayo abafike ngalo ngaphandle kokunxibelelana nalo. Ngamanye amazwi, yintoni i-% yabasebenzisi abayishiya ngokuthe ngqo. Ungayilinganisa nakwideshibhodi yakho google Analytics.

Kubalulekile ukuba ucinge ukuba ukulo leliphi ishishini ukwenza ubalo olwaneleyo. Kufuneka uzithelekise nedatha evela kubakhuphisana nabo kwishishini lakho elifanayo ukuze ube nebenchmarks eziyinyani. Ngokomzekelo, kwimeko yeeblogi, izinga lokunyuka liphezulu kakhulu (80-90%) kuphela kwiphepha lenkonzo (10-30%).

✔ Abaphulaphuli ngendawo yempembelelo

Ibala ipesenti yotyelelo oluvela kumazwe ahlukeneyo okanye izixeko, nto leyo esinceda ukuba sichaze i-geolocation yabathengi bethu abanokubakho.

Ukwazi ukuba ngawaphi amazwe utyelelo kwiwebhusayithi yakho luvela kwisicwangciso esibalulekileyo kuba kuya kukuvumela ukuba uqhubele phambili ukwenza umxholo ngokwexesha kunye neeshedyuli zabaphulaphuli ojolise kubo.

✔ Abaphulaphuli ngokweminyaka nangesini

Kule meko, kukuvumela ukuba uchonge ukuba yiyiphi ipesenti yamadoda nabasetyhini abatyelela indawo yakho kwaye yintoni ukuphuka kweminyaka. Kuluncedo kakhulu ukujolisa kwisicwangciso sokuthengisa kwi-intanethi.

Njengakwimeko yangaphambili, ukwazi idatha yendawo efana neminyaka kunye nesini sabaphulaphuli bakho kuya kukuvumela ukuba wakhe ngcono eyakho umthengi. Ukwazi le datha kuya kukunceda uqonde imiba, iminqweno kunye nezizathu ezibangela abasebenzisi bakho kwaye wenze ngcono umxholo wakho okanye imiyalezo yentengiso.

✔ Izinto ezinomdla kunye neemfanelo zeendwendwe

Ngaba uyazi ukuba abaphulaphuli bakho bajonge ntoni kwaye bathanda ntoni? Ngaba uyazi ukuba ungazenza njani ngcono iimveliso zakho kunye neenkonzo kubasebenzisi bakho? Ukuba siyakwazi ukudibanisa iimveliso zethu kwizinto ezithandwa ngabaphulaphuli bethu, siya kufumana iimveliso ezenzelwe umntu kwaye ngoko ke uguqulelo olungcono.

Ukwenza oku, kwiphaneli yakho ye-Google Analytics uya kukwazi ukwazi umdla kunye neendidi ezihambelanayo zabaphulaphuli bakho. Oku akukuvumeli kuphela ukuba uphucule imveliso yakho, kodwa uphinde ucokise amajelo akho okusasaza.

Ukuba abaphulaphuli bakho bayazithanda iimuvi, kutheni ungabhengezi kumaqonga okusasaza okanye amatikiti eraffle? Izinto ezinokwenzeka apha azinamda!

✔ Ukutyelelwa ngezixhobo

Sikwanomdla wokwazi ukuba zeziphi izixhobo abafikelela kuzo kumxholo: ii-smartphones, iikhompyuter, iitafile ... Nokuba uyilo kufuneka luhlale luphendula, ukuba kukho ukungafani okukhulu kuya kufuneka ukuba kulungiswe, ngaphezu kwakho konke, ezo zivelisa uninzi lwabaphulaphuli baqukuqela.

Uninzi lwetrafikhi yewebhu namhlanje luvela kwizixhobo eziphathwayo, ke ngoko nokuba sisiphi na isicwangciso sakho, kufuneka ugxile kumava okuqala eselula ukwenza ukukhangela okuselfowuni kube mnandi.

✔ Ukuguqulwa kotyelelo

Ukuba sifuna ukunyusa i-traffic yewebhusayithi yethu, kukunyusa iziphumo (ukukhutshelwa, ukubhaliswa, ukuthengisa, ukusebenza kokubhaliselwa, ukujonga ividiyo, njl.).

Kule nto kuya kufuneka siqulunqe iinjongo zethu kwiqonga lethu lokulinganisa ukuze sibe nokulandelwa kweenjongo ukuze singaze siphulukane nokugxila. Uya kukwazi ukuseta iinjongo zokulinganisa ingeniso, ukufumana, ukujonga, kunye nokusebenzisana komsebenzisi.

✔ Amanqanaba efuneli yoguqulo

Ngokuqhelekileyo, inxalenye enkulu yokuthenga ayenziwa ngokuthe ngqo. Ngamanye amagama, ibhrendi yakho kuya kufuneka ibethe umsebenzisi ngokuphindaphindiweyo ukuze athenge kuwe. Ke ngoko kuyimfuneko ukwazi indlela yokuchonga uhambo okanye imephu yohambo lomthengi womthengi wakho kunye nefenitshala okanye ifanitshala oyiyileyo ukuba bafanelekele ukuthengiswa.

Kuthekani ukuba unezikhokelo ezininzi kodwa awukwazi ukuziguqulela kwiintengiso? Ngaba ndifuna izikhokelo ezininzi? Ngaba kufuneka ndiphucule iphepha lam lokuthengisa? Ngaba kufuneka ndenze inyathelo lesiqinisekiso esiphakathi njengewebhunari okanye i-ebook ekhutshelwayo?

Olu luhlobo lwemibuzo eya kukunceda ekusombululeni ifaneli okanye ifaneli yakho. Nje ukuba uchonge le funnel, kuya kuba lula kakhulu ukuchonga imiqobo kunye nokuphucula ukuguqulwa.

✔ Izimvo, izimvo kunye neengcebiso

Umntu sisilwanyana sentlalontle kwaye kufuneka ukwazi ukuchonga amathuba okufumana le meko. Siziva sikhuselekile ukuthenga iimveliso okanye iinkonzo eziye zacetyiswa kuthi ngabahlobo okanye abantu esibaziyo kwaye unokuzisebenzisa kwiwebhusayithi yakho. Oku kubizwa ngokuba bubungqina boluntu okanye ubungqina bentlalontle.

I-metric apha iya kuba i% yobungqina okanye izimvo ezintle malunga nemveliso okanye inkonzo yakho. Ungasebenzisa kwakhona isalathisi sokwaneliseka njenge-NPS.

Okubaluleke ngakumbi le datha, umdla ngakumbi kunye nodumo esiya kuvelisa. Sisilathisi esigqwesileyo sokukhokela umxholo.

✔ Imvelaphi yotyelelo

Zeziphi iitshaneli abafikelela kuzo abasebenzisi kunxibelelwano lwethu: inethiwekhi yoluntu, i-SEO, i-SEM, ukufikelela ngokuthe ngqo, ezinye iiwebhusayithi…?

Unokuzichonga kwiphaneli yakho ye-Google Analytics ukugqamisa iziteshi ezizisa i-traffic eninzi kwaye uzame ukuphucula izicwangciso ukuba ukusebenza kwakho kubi.

✔ Ukusebenza kwephulo

Bavavanya impumelelo okanye ukusilela kwezenzo zonxibelelwano ezenziwayo, umzekelo kwi IAdwords zikaGoogle.

Ukuze uhlalutye ngcono ukusebenza kweekhankaso zakho, sicebisa eli nqaku ekuphuculeni amaphulo eentengiso zikaGoogle.

✔ Buyela kutyalo-mali

Ilinganisa ukuba ingakanani imali echithwe kwimikhankaso ivelisa iziphumo ezilungileyo ngembuyekezo yezoqoqosho, okusivumela ukuba sithelekise ukuba yiyiphi imikhankaso enenzuzo kakhulu okanye esebenzayo kwaye kufuneka siyisuse.

✔ Uguqulo ngokwetshaneli

Bala kwaye uthelekise ukuba bangaphi abasebenzisi abafikelele kwiinjongo zethu kwisitishi ngasinye esisetyenzisiweyo, nokuba ngaba yimidiya yoluntu, i-SEO, i-Adwords, iblogi okanye nayiphi na enye.

🥀 Iingcebiso zamaphulo okuthengisa edijithali aphumeleleyo

Zibekele usukelo olukhethekileyo. Nokuba ivelisa iindwendwe ezikhethekileyo, intengiso okanye izikhokelo eziqeqeshiweyo, chaza ii-KPI ezicacileyo phezulu ukuze ukwazi ukulinganisa ukusebenza kwamaphulo akho. Oku inyathelo libalulekile ukwandisa iqhinga lakho.

Chaza ngokucacileyo umntu wakho, umthengi wakho ofanelekileyo. Ngokuqonda ngokuchanekileyo ulindelo lwabo, uya kudala umxholo olungiselelwe ngokwenene kunye nemiyalezo eya kubandakanyeka ekujoliswe kuko.

Thanda indlela yokunqumla isitishi. Ngokudibanisa, umzekelo, iinethiwekhi zentlalo, umboniso, i-imeyile kunye nereferensi yendalo, uya kufikelela kubaphulaphuli bakho kumanqanaba ahlukeneyo ohambo lwabo lwabathengi. Esi sicwangciso siyandisa iziphumo.

Linganisa kwaye uhlalutye idatha yakho ngokuqhubekayo usebenzisa izixhobo ezinamandla zokulandela umkhondo. Baza kukuvumela ukuba uchonge ezona zixhobo zisebenzayo ukulungisa isicwangciso sakho kunye nokwandisa imbuyekezo yakho kutyalo-mali.

Gxininisa kwimiboniso enempembelelo kunye nomxholo womgangatho wokunyusa izinga lokubandakanyeka kwakho. Ukubhala ngokucokisekileyo, iividiyo, iifoto... yila ukuvelisa umdla.

Vavanya iphulo ngalinye phambi kokusasazwa ngobuninzi ukuthelekisa iziphumo kunye nokusebenzisa ezona ndlela zingcono ezichongiweyo kwesi sigaba sokufunda. Zizenzele kangangoko unakho ukujolisa amaqela akho kwimisebenzi eyongezwe ngexabiso eliphezulu kwaye ufumane impumelelo kwiphulo ngalinye.

🥀 Shwa nkathelo

Ekupheleni kohlalutyo lwethu, kucacile ukuba ukuthengiswa kwedijithali ngoku kuseka njengomsebenzi weqhinga ngokwawo ngaphakathi kweenkampani. Ulawulo lwayo luye lwaba yimfuneko kulo naluphi na uhlobo lombutho onqwenela ukuphuhlisa ubukho bawo kwi-intanethi kunye nokwandisa ubudlelwane babathengi.

Ingaba ithatha izixhobo ezifanelekileyo zobuchwepheshe, ukuhlalutya idatha ngokweenkcukacha okanye ukuvelisa umxholo obandakanya kakhulu, izakhono ezifunekayo zininzi. Kodwa ngeli xabiso amasebe okuthengisa aya kuphumelela ekugqibeni ngempumelelo imfuduko yawo yedijithali.

Ngaphezulu kwenkxaso elula, ukuthengiswa kwedijithali kufuneka kukwazi ukungena kuzo zonke iinkonzo kunye nokunkcenkceshela inkcubeko yenkampani. Ubizo lwayo kukubeka umthengi wokugqibela kumbindi wamalinge okubaqinisekisa awona mava alungileyo kulo lonke uhambo lwabo.

Ngaphandle kwamathandabuzo, iminyaka ezayo iya kuqinisekisa le ndlela isisiseko kwizicwangciso zokuthengisa "yedijithali-kuqala“, njengoko amathemba anikiweyo ebonakala ethembisa ngokwemigaqo yokuqalisa izinto ezintsha kunye nokusebenza kweshishini.

Merci uthele ukuzithemba