Yintoni i-influencer marketing?

Intengiso ye-Influencer ngoku iyindlela eqhelekileyo yokuthengisa kwi-intanethi. Ibiyi-buzzword ixesha elithile ngoku, kwaye ibisoloko ibhekiselwa kumajelo eendaba aqhelekileyo. Nangona kunjalo, kusekho abantu abangaqondi kakuhle ukuba yintoni i-influencer marketing. Ngokwenene, abanye abantu badibana neli binzana okokuqala kwaye bazibuze ngoko nangoko "Yintoni i-influencer marketing? ".

Kwinqanaba elisisiseko, intengiso ye-influencer luhlobo lwentengiso yemidiya yoluntu esebenzisa iingcebiso zeemveliso kunye nokuqinisekiswa. Aba baphembeleli banokulandela okuzinikeleyo kwezentlalo kwaye bathathwa njengeengcali kwi-niche yabo.

I-Influencer marketing isebenza ngenxa yethemba elikhulu elenziwe ngabaphembeleli bezentlalo kunye nabalandeli babo. Iingcebiso zabo zisebenza njengendlela yobungqina bentlalo kubathengi abanokubakho bohlobo lwakho.

Intengiso ye-Influencer yi-hybrid izixhobo zokuthengisa ezindala nezitsha. Kuthatha umbono wokuvuma abantu abadumileyo kwaye uyibeke kwiphulo lokuthengisa eliqhutywa nomxholo. Umahluko oyintloko kwimeko yentengiso ye-influencer kukuba iziphumo zephulo yintsebenziswano phakathi kweempawu kunye neempembelelo.

Kodwa intengiso ye-influencer ayikho nje ngabantu abadumileyo. Endaweni yoko, ijikeleza abaphembeleli, uninzi lwabo olungasoze lucinge ukuba ludumile kwindawo engaxhunyiwe kwi-intanethi.

Kweli nqaku, sigqibe ekubeni sikwazise kwizinto ezifunekayo kwintengiso ye-influencer. Kodwa ngaphambi kokuba uqale, nantsi indlela yokuphucula izinga lokuguqulwa kwivenkile yakho ye-intanethi.

Yintoni iInfluencer Marketing?

Intengiso ye-influencer ibandakanya uphawu lokusebenzisana nomntu ophembelela kwi-intanethi ukuthengisa enye yeemveliso okanye iinkonzo zabo. Olunye urhwebo lwentsebenziswano olunempembelelo alubambeki kangako kunoko - iibrendi zisebenza ngokulula kunye nabaphembeleli ukuphucula ukuqondwa kophawu.

Abaphembeleli, ngokungafaniyo nabadumileyo, banokuba naphi na. Basenokuba nabani na. Yintoni ebenza babe nefuthe kukulandela kwabo okukhulu kwiwebhu nakwimidiya yoluntu. Umntu ophembelelayo unokuba ngumfoti wefashoni odumileyo kwi-Instagram, iblogi ye-cybersecurity efundwa kakuhle e-tweets, okanye umphathi ohlonitshwayo wentengiso kwi-LinkedIn.

Kulo naliphi na ishishini, kukho abantu abanempembelelo, kufuneka nje ubafumane. Abanye baya kuba namakhulu amawaka (okanye izigidi) zabalandeli.

Kodwa abaninzi baya kukhangeleka njengabantu abaqhelekileyo. Banokuba nababhalisi be-10 kuphela, ngaphantsi kwezinye iimeko. Ukanti, baya kuba befumene udumo lokuba ziingcali kwicandelo labo.

Ngabantu ababhekiswayo abanikela iimpendulo kwimibuzo yabantu. Ngokwendawo yabo yobuchwephesha, aba ngabantu abapapasha ezona zithuba zibandakanyayo zentlalo kwizihloko zabo ezikhethekileyo.

Imeko yangoku yembonakalo yentengiso yempembelelo

Ukuma ngaphandle ngo-2014 kwi-Instagram kwakulula kunokuba kunjalo namhlanje. Ukuba ube nethamsanqa ngokwaneleyo ukuba uboniswe kwiphepha eliveziweyo le-Instagram okanye inkangeleko yakho yahluke ngokwaneleyo, ke amathuba akho okunyulwa njengempembelelo ayephezulu.

Emva kobambiswano olwaneleyo lohlobo, abanye bajike intengiso yemithombo yeendaba zentlalo yaba ngumsebenzi wexesha elizeleyo.

Kodwa izinto ziyatshintsha, akunjalo?

Siphenjelelwa yinto esiyibonayo kwaye i-aesthetics ayifani. Imifanekiso eqaqambileyo ixhaphake ngoku, kunye nokutya okucwangcisiweyo ngokuchasene nemvelaphi enomdla. Xa "inkangeleko eqhelekileyo" yentengiso ye-influencer ingasekho, kwenzeka ntoni emva koko?

Ukuba yimpembelelo ifashoni phakathi kolu hlobo lwabantu luncinci, akusayi kufuneka uthembele kuphela kwiifoto ezidutyulwe ngokugqibeleleyo. Endaweni yoko, ukumisa okuphumlileyo kunye nokuhlelwa okulinganiselweyo ngoku kwamkelekile ecingweni.

Gcina ukhumbula ukuba eli nqaku ligubungele kuphela iseti yabaphembeleli: abasebenzisi abancinci be-Instagram. Ngokuchasene noko, olu tshintsho kule minyaka mihlanu idlulileyo kufuneka lubonise indlela ekuphela kwayo yokutshintsha kwentengiso yempembelelo.

Yintoni esebenzayo kwintengiso ye-influencer

Cinga ngononophelo malunga nendlela yakho yokuthengisa impembelelo

• Zilungiselele, uphuhlise isicwangciso, isicwangciso kunye nohlahlo lwabiwo-mali, zinike ixesha lophando
• Thatha isigqibo malunga nendlela yakho yokufumana abaphembeleli-bafumane ngokwasemzimbeni, ubhalisele iqonga, okanye usebenze ngearhente
• Yiba nomonde kwaye ube ngumntu - abantu bathetha nabantu, hayi iinkampani ezithetha neenkampani

Yenza ucwangciso

• Ngaba umntu ophembelelayo ukhetha umnxeba wenyanga/ngekota/kabini ngonyaka okanye iileta zeendaba?
• Yifake kwikhalenda yakho yePR, ishedyuli yokukhupha imveliso, njl.
• Thumela ii-imeyile egameni labaphathi abaphambili. Cwangcisa iishedyuli zokuhamba ezilawulayo kwaye ulungiselele iintlanganiso zobuso ngobuso

Yintoni i-influencer marketing ayikho

Intengiso ye-Influencer ayikokufumana nje umntu onoluntu olubandakanyekayo kwaye ubanikeze imali ukuze bathethe izinto ezintle ngawe.. Yiloo nto abantu abadumileyo bentsholongwane. Iimpembelelo ngabantu abaye bachitha ixesha bezakhela uphawu lwabo kwaye bekhulisa abalandeli babo.

Ngokwemvelo baya kukhusela igama labo kunye nabantu ababathembayo. Aba ngabantu abanomonde kwaye bagxile ekuphumeleleni kumajelo eendaba ezentlalo, umlandeli omnye wezinto eziphilayo ngexesha-abantu abanje abanamdla wokwenza intengiso yempembelelo nje ngemali.

Kwaye akukho ntengiso yempembelelo malunga neziphumo ezikhawulezayo. Ikwaluhlobo olufanayo lwendlela ecothayo kunye nezinzileyo njengemithombo yeendaba zentlalo kunye nokuthengisa umxholo, apho iphulo lakho lingekho malunga nokuthengisa ngokuthe ngqo iimveliso zakho. Endaweni yoko, imalunga nokubonisa igunya lakho, ukuthembeka, kunye nobunkokeli bokucinga ngaphakathi kwishishini lakho. Imalunga nokuhambelana nayo yonke into oyinikezelayo.

Ngentengiso yemidiya yoluntu, yonke into imalunga nokufumana uhlobo lwabalandeli abaza kuthembeka kwaye bazibandakanye. Ke ngoko kuyahenda ukucinga ukuba ukudibanisa amandla kunye nefuthe kuya kuba yindlela elula yokungena ezintliziyweni nasezingqondweni zabalandeli babo, ayilula kangako, Noko ke. Kuba ukuzimanya nabaphembeleli, kuya kufuneka ufumane ukuthenjwa kunye nentlonipho yabo.

Indlela yokwenza iqhinga lokuthengisa impembelelo?

Njengalo naliphi na iqhinga lokuthengisa, inkqubo yempembelelo ifuna ukujolisa ngabom kunye nocwangciso. Awuyi kufumana mpumelelo yobuchule ngokuthumela izinto zasimahla kuye wonke umntu obuzayo okanye kubahlobo bakho abakhoyo kunye nabantu obaqhelileyo.

1. Ubafumana njani abaphembeleli kunye nendlela yokuhlawula

Njengaso nasiphi na isicwangciso, uphando linyathelo lokuqala. Khetha iqonga ofuna ukugxila kulo kuqala. Ungahlala wandisa kwamanye amaqonga kamva, kodwa ukuba usaqala, namathela kwelinye. Ngokufanelekileyo, uphawu lwakho kufuneka lube sele lukhona kule nethiwekhi okanye ufune ukuphuhlisa apho.

Ukuba awuqinisekanga ukuba ungaqala ngaphi, ukumamela eluntwini kunokukunceda ukuba uchonge apho abantu bathetha khona ngeshishini lakho kunye nebhrendi yakho, kwaye kunokukunceda ufumane awona mazwi anempembelelo kushishino lwakho kuwo onke amaqonga.

Ishishini osebenza kulo likwabalulekile xa ucinga ngokuphumeza isicwangciso-qhinga sokuthengisa. Iimpawu zobuhle kunye nefashoni zikhanya kwi-Instagram kunye neYouTube. Ishishini lomdlalo wevidiyo lilawula kwiTwitch.

Ngexesha lophando lwakho, jonga kuhlobo lwabaphembeleli onomdla kubo. Ngaba ujonge abantu abadumileyo abanabalandeli abaninzi? Okanye iimpembelelo ezincinci ezinabalandeli abangaphantsi kwe-2000? Mhlawumbi into phakathi I-5 kunye ne-10 yababhalisi kukukhetha kwakho. Nantoni na ogqiba ukugxila kuyo iya kugqiba uhlahlo lwabiwo-mali lwakho.

Imbuyekezo nayo iyahluka ngokwasendle, ke qiniseka ukuba ujonga amaxabiso aqhelekileyo kwezi ntlobo zabaphembeleli. Iimpembelelo ezincinci zidla ngokugxila kwizihloko ezimbalwa kwaye zamkele iimveliso.

Ezinye iimpembelelo ezincinci zisebenza ngokuzimeleyo ngelixa ezinye zinokumelwa yiarhente okanye inethiwekhi. Ngelixa iiakhawunti ezinkulu kunye nabantu abadumileyo baya kufuna imbuyekezo kwaye banokude badlule kwiarhente yeetalente.

2. Ukuseka uhlahlo lwabiwo-mali kunye nesicwangciso solawulo

Ngoku ekubeni unombono wokuba ngabaphembeleli kufuneka bahlawulwe, kufuneka wenze ibhajethi yakho. Kwakhona, qiniseka ukuba ujonga ixesha elithathayo ukucwangcisa, ukwenza, kunye nokuphonononga inkqubo yakho yempembelelo. Ukuqhuba iphulo lentengiso yempembelelo ayisiyonto " misela-kwaye-hamba ". Oku kuya kubandakanya ukubeka esweni ngononophelo kunye nokulandelela.

Ngokungafaniyo nesicwangciso sokuthengisa esizenzekelayo, abaphembeleli bangabantu kwaye bahlala belinganisa ubambiswano oluninzi, ke abanye banokubuyela ngasemva kwizibophelelo zabo zokuposa ngexesha okanye benze iimpazamo kwiithegi ozicelileyo okanye ukufowunela isenzo.

Kuya kufuneka ube nexesha lokuqhelana ngakumbi nolu budlelwane ukuze uhlakulele kwaye ucokise indlela yakho ngokusebenzisa amava oko kusebenzayo kwaye yintoni engasebenziyo kwi-niche yakho.

3. Gqiba ngeenjongo kunye nomyalezo oza kugqithiswa

Ezona zizathu zimbini zixhaphakileyo zokusebenzisa intengiso yeempembelelo kukwandisa ulwazi lophawu kunye nokunyusa intengiso. Nangona kunjalo, endaweni yokuchaza ezi njongo ngokubanzi njengeenjongo zakho ezimbini, kuya kusebenza ngakumbi ukusungula isicwangciso sakho ngokucokisa iimfuno zophawu lwakho.

Mhlawumbi ufuna ukwandisa isiseko sabathengi bakho kwi-demographic encinci. Okanye ufuna ukwandisa kwiqela elitsha labasebenzisi ngemveliso entsha. Okanye ufuna ukungayihoyi intsingiselo kwaye usebenzise abaphembeleli ukuthetha ngamaxabiso ophawu lwakho.

Iimpembelelo zinamandla okufikelela kubaphulaphuli abathile. Endaweni yokuxhomekeka kumawaka abalandeli, abaphembeleli baya kunceda ekuqinisekiseni ukuba abaphulaphuli ekujoliswe kubo abanokuba nomdla kwimveliso yakho bayafunda kwaye bazibandakanye nomxholo wakho.

Umxholo wempembelelo obonisa ithoni yencoko kunye nengxelo yobuqu inceda ukwahlula ezi zithuba kuhlobo lwesici okanye ezigxile kwintengiso uphawu olunokuthi lwenze kwimveliso efanayo kwisondlo salo.

Umyalezo wakho ubalulekile njengenjongo yakho. Ngelixa ungafuni ukucinezela ubuchule bomntu onobuchule kunye nokwahluka, awufuni ukuba bathumele nantoni na enganxulumananga nephulo lakho.

Bonisa indlela ofuna ukumisa ngayo iphulo lakho lokuthengisa impembelelo kunye nomyalezo ukuze unamathele kuwo kamva.

4. I-Influencer Outreach: Indlela yokuQhagamshelana nabaPhembeleli

Buyela kwinyathelo lokuqala: uphando. Ngesicwangciso esisetwe kuthungelwano lwakho, iinjongo zakho, kunye neentlobo zabaphembeleli ofuna ukujolisa kuzo, sibuyela kuphando lwendlela yokufumana abaphembeleli abafanelekileyo ukuze usebenze nabo.

Njengoko usenza olu phando, gcina oku kulandelayo engqondweni:

• Ngaba impembelelo sele ithumele izinto ezifanayo kwinkonzo yakho? Umzekelo, ukuba uyindawo yokutyela kwaye ufuna ukukhuthaza imenyu entsha, kuya kufuneka ujonge abaphembeleli abathumela rhoqo malunga nezidlo zokutyela kunye nokutya abakutyayo.
• Ngaba zisemthethweni? Oku kuthetha ukuskrola kwifidi yabo kwaye ucofe kwizithuba. Izinga lokuzibandakanya eliphantsi ngokumalunga nenani labalandeli kunye nezimvo ze-spammy ziyimpawu ze-akhawunti yobuqhophololo.
• Ngaba bakhe basebenza ngeempawu ezifanayo ngaphambili? Kuxhomekeka kuhlobo lwempembelelo oyifunayo, umntu onamava unokukubonisa ikhithi yeendaba equlethe ipotfoliyo yomsebenzi wabo. Okukhona utyala imali kwi-influencer, kokukhona uya kufuna ukuyijonga.

5. Hlaziya kwaye uphucule isicwangciso sakho

Nokuba umkhankaso wakho wokuthengisa uyaqhubeka, kuya kufuneka ube nemihla emiselweyo xa uya kulinganisa inkqubela yayo. Inxalenye elandelayo yesi sikhokelo iya kuchaza indlela yokulandelela iziphumo zakho. Ayingawo onke amaphulo aphumeleleyo, kodwa ndiyathemba ukuba uya kufunda ngayo nganye.

Indlela yokulinganisa ukusebenza kwephulo lokuthengisa impembelelo?

Imimandla yokulinganisa iya kuxhomekeka kakhulu kwiinjongo zakho. Uninzi aluyi kunxulumana nephulo lakho lokuthengisa impembelelo. Eminye yemimandla eqhelekileyo yokulinganisa ibandakanya:

1. Ukufikelela kubaphulaphuli
2. Iimpawu
3. Uthethathethwano (izimvo, ukuthanda, ukwabelana)
4. Sentiment
5. Umxholo womgangatho ophezulu
6. Uguqulo:

• Ukukhula kwababhalisi bakho
• Khankanya uphawu
• I-Traffic ukuya kwiphepha elithile lokufika / iwebhusayithi - iFomu igcwalisa
• Imirhumo kwincwadana yeendaba / Umrhumo
• Ukukhula kwinani labasebenzisi bemveliso / inkonzo yakho
• Ukuthengisa kwanda

isiphelo

Abaphembeleli balapha ukuba bahlale, kodwa indlela ilizwe lentengiso elijongeka ngayo kwaye lisebenza litshintshe kakhulu ngexesha elifutshane, kwaye iminyaka emihlanu ukusuka ngoku inokwahluka kakhulu kunanamhlanje. Esi sikhokelo siya kukunceda uqalise ukwakha isicwangciso sakho, kodwa njengaso nasiphi na isicwangciso sentlalo, kubalulekile ukuba ulungele utshintsho.

Nangona kunjalo, ngelixa kukho ukuqwalaselwa okukodwa kokusebenza nabaphembeleli, ukuseta iphulo kuyafana namaphulo amaninzi okuthengisa: uphando, seta uhlahlo lwabiwo-mali, seta iinjongo, fumana abaphembeleli bakho, kwaye uphonononge kwaye uhlaziye.

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