Yintoni iInbound Marketing?

Ukuba ujonge abathengi abatsha, intengiso yangaphakathi yeyakho! Endaweni yokuchitha amawaka eedola intengiso yexabiso eliphezulu, unokufikelela kubathengi bakho ngesixhobo esilula: Umxholo we-Intanethi. Ukuthengisa ngaphakathi akukho malunga nokufumana abathengi, njengamaqhinga amaninzi okuthengisa. Kodwa ukuze uzifumane xa uzifuna. Lutyalo-mali olunomdla, kodwa ngaphezu kwako konke okusebenzayo.

Olu hlobo lokuthengisa lumalunga nokufunyanwa ngexesha elifanelekileyo ngabathengi abafanelekileyo okanye abo bafuna imveliso / inkonzo yakho. Unokubatsala ngokusebenzisa amajelo akho edijithali (iwebhusayithi, amaphepha ezentlalo, njl.) kwaye uwaqhubele ukuthenga.

Nantsi eyona nto ibalulekileyo: ukuthengisa kwangaphakathi akukhona nje ukwenza abathengi baziwe, kubakhokelela ekubeni babe ngomnye wabakhuthazi bakho kwaye bathandane nebrand yakho!

Kweli nqaku ndibonisa kuwe izinto ezibalulekileyo zokuthengisa ngaphakathi okanye ukuthengisa ngaphakathi. Funda kude kube sekupheleni.

masihambe

🥀 Imbali yokuthengisa ngaphakathi

Igama elithile "intengiso yangaphakathi"Yayilwa ngo-2006 ngumseki we-HubSpot, UBrian Halligan. Kodwa iziseko zesicwangciso sokuthengisa esingenayo sasikhona kwakudala ngaphambi kweHubSpot.

Ngo-1999, uSeth Godin wabhala " Imvume yokuthengisa: Guqula abantu ongabaziyo babe ngabahlobo kunye nabahlobo babe ngabathengi ". UGodin ukhuthaze abathengisi ukuba bahloniphe ukhetho kunye nexesha labathengi.

Ngumthengi ekufuneka aqalise uhambo lwakhe, hayi umthengisi okanye umthengisi. Lo ngundoqo wokuthengisa ngaphakathi, nangona uGodin eqhubela phambili ngokusebenzisa igama elithi " imvume yokuthengisa ».

UGodin uchaza imvume yokuthengisa njengelungelo (kungekhona ilungelo) lokuhambisa kwangethuba, okobuqu, kunye nemiyalezo efanelekileyo kubantu abafuna ngokwenene ukuyifumana.” Kwangoko, waqaphela ukuba abantu abazithandi ii-inbox zabo ezigcwele imiyalezo abangazange bayibuze.

xa UBrian Halligan kunye noDharmesh Shah yaseka i-HubSpot kwi-2006, iingcambu zentengiso yangaphakathi sele zisekiwe.

🥀 Iziseko zentengiso yangaphakathi

Kuyenzeka ukuba ufumane abantu abanomdla kwiimveliso okanye kwiinkonzo zakho, ngaphandle kokufuna ukubahlukumeza okanye ubadubule ngeentengiso. Yenza umxholo we phendula imibuzo yabo, ngoko banokuza kuwe xa kuyimfuneko!

Kwihlabathi lanamhlanje, wonke umntu uphethe ikhomputha okanye ifowuni ephathwayo, esetyenziswa imihla ngemihla ukufumana isisombululo kulo naluphi na uhlobo lwengxaki, ngoko ukudala umxholo wokulayisha kubonakala kuyindlela ehlakaniphile, yokuthintela imfuno evela kubathengi abanakho.

Yiyo kanye lo mxholo womgangatho osisiseko sentengiso yangaphakathi. Yenzelwe abaphulaphuli abachazwe kakuhle kunye nokuphendula imibuzo ethile. Injongo isoloko ibonelela umthengi imveliso okanye inkonzo ayifunayo, kule meko umnika ntoni.

Kodwa yintoni"umxholo womgangatho”? Yintoni kanye kanye? Eli liphepha lewebhu, eliqulethe okubhaliweyo kunye nemifanekiso edityaniswe neqhosha elithile lokukhangela. Ijolise ekunikeni isisombululo kwingxaki okanye uluvo ngombandela othile. Yiloo nto besiyenza kule webhusayithi.

umzekelo, ukuba umntu ugoogle " ezemali zobuqu injini yokukhangela iya kunika uluhlu lwawona maphepha ewebhu afanelekileyo kunye nesitshixo sokukhangela, ukuphendula ngcono kukhangelo lomsebenzisi.

Ngokwenza amaphepha ewebhu asemgangathweni, akhelwe ukuphendula imibuzo ethile, uya kuba lula ukufumana nge-injini yokukhangela ngabo sele bejonge imveliso/inkonzo yakho.

🥀 Amanyathelo okuseta ukuthengisa kwangaphakathi

Amanyathelo ahlukeneyo azakulandelwa ngala:

1. Chaza ubuntu babathengi bakho

Kwintengiso yangaphakathi, ukuchaza ubuntu babathengi bakho linyathelo elibalulekileyo. Luphawu oluyinyani lwabathengi abafanelekileyo.

2. Yenza umxholo osemgangathweni

Isicwangciso somxholo si ibaluleke kakhulu. Ibandakanya yonke imixholo eveliswa ngaphakathi yinkampani, okanye ngaphandle, yi-arhente yangaphandle okanye i-freelancer. Oku kunokuba kwiwebhusayithi enamaphepha amhlophe, izithuba zeblogi okanye kwinqanaba leendaba zoluntu kunye nezithuba zeendaba zoluntu.

Umxholo osemgangathweni uvumela inkampani ukuba ithembeke kwicandelo layo lomsebenzi. Injongo yokudala umxholo kukuvelisa izikhokelo, ngaloo ndlela ukuvelisa i-traffic kunye nokugcinwa kwabathengi.

3. Ukulungiswa kwewebhusayithi

Ekugqibeleni, inyathelo eliphambili lokuphucula iwebhusayithi. Eli nqanaba lokuthengisa elingenayo likwajolise ekuveliseni itrafikhi, kodwa nokugcina amathemba kwindawo yethu ixesha elide kangangoko kunokwenzeka.

Oku kunokuphunyezwa ngokusebenzisa umnxeba kwisenzo, amaqhosha amancinci abekwe kwiindawo ezicwangcisiweyo ukutyhala umnxeba kwisenzo. Umzekelo, "cofa sakhlwe"Kwaye"bhalisa".

🥀 Ukuthengisa nge-imeyile ngundoqo kwintengiso yangaphakathi

Emva kokudala umxholo omkhulu ozise iindwendwe ezitsha kwindawo yakho, ngoku lixesha elibalulekileyo lokuqalisa ukuziguqula zibe zikhokelo!

Okokuqala kufuneka wenze umntu ondwendwela indawo yakho ithemba, okanye umntu onomdla kwimveliso kunye nenkonzo yakho, ovumayo ukukunika igama kunye nedilesi ye-imeyile.

Ukufumana olu lwazi luluncedo lwemikhankaso yakho yokuthengisa, ihlala ilungile ukunika abasebenzisi into ngaphambi kokuba bayicele: isaphulelo, i-e-ncwadi, umxholo okhutshelwayo, njl.

Namhlanje, idatha yomntu (igama lokugqibela, igama lokuqala, i-imeyile, njl.) ibonakala ngokubaluleka ngakumbi, ngoko wonke umntu ulindele into ethile ngaphambi kokuba ayithengise.

Emva kokucinga ngononophelo malunga noko kufunekayo “ukunika” kwiindwendwe zakho, ungafaka ifomu yokubhalisa kwincwadana yakho ukuze ubaguqule babe ngabafowunelwa, ngale ndlela uya kwaneliseka ngazo zombini:

• Umthengi onokubakho, kuba uya kufumana ukunyuswa kunye nohlaziyo kwimveliso kunye nenkonzo enomdla kuye, kunye nesipho;
• Wena, kuba uya kuba ufumene abafowunelwa ukuthumela unxibelelwano olujoliswe kunye nolukhethekileyo, ukuguqula umfowunelwa abe ngumthengi.

Emva kokufumana izikhokelo ezinomdla kakhulu kwindawo yakho, lixesha lokuvelisa inguquko okanye ukuthenga. Ukwenza njani? Ngokungathandabuzekiyo, zininzi iindlela zokucinezela umntu ukuba athenge. Kodwa kukho enye kuphela enokulinganisela phakathi kwemali etyaliwe kunye nenzuzo: ukuthengisa nge-imeyile.

🥀 Intengiso yangaphakathi vs intengiso ephuma ngaphandle

Ukuthengiswa kwangaphakathi kunye nokuphumayo kwahluke kakhulu, nangona babelana nenjongo yokunyusa ukuguqulwa kunye nokuthengisa. Ibandakanya ukudala umgangatho kunye nomxholo otsala amehlo ukuze ufunyanwe ngokwemvelo. Intengiso yangaphandle imalunga nokunxibelelana ngokuthe ngqo nabantu.

Ngokomzekelo, Ukuhlangabezana nenkcazo yokuthengisa okungenayo, nikela umxholo omele ufundwe njengeeblogi, amaphepha amhlophe, ii-imeyile, imidiya yoluntu, kunye ne-SEO ukubamba ingqalelo yabathengi abanokubakho.

Umxholo usasazwa ngu " amazwi omlomo ", Izabelo zemidiya yoluntu kunye neentengiso ezingaphazamisi amava omsebenzisi ngokubanzi.

Kwintengiso yemveli ephumayo, abathengisi bathatha ingqalelo yabathengi ngo " ukuphazamisa ". Uphawu luzibeka ngamandla phambi kwabathengi abanokubakho kwaye banethemba lokuba banomdla ekuthengeni.

Eminye imizekelo yorhwebo oluphuma ngaphandle iquka iintengiso zikamabonakude, iibhilibhodi, ukuthengisa ngomnxeba, iintengiso zikanomathotholo kunye neposi ngqo.

Izibonelelo zentengiso yangaphakathi

Kukho ubukhulu becala iinzuzo ezintandathu zentengiso ephumayo

Finyelela kubaphulaphuli abafanelekileyo kwindawo elungileyo ukuze uqhube itrafiki esemgangathweni

Ngokugxininisa umsebenzi wakho wokuthengisa ongenayo ukufikelela kubaphulaphuli abafanelekileyo kwiindawo ezifanelekileyo, unokutsala abathengi bakho ekujoliswe kubo ukuba bafezekise iinjongo zakho zokuthengisa. ukuthengiswa kwedijithali.

Kunokuba uchithe imali ukutsala itrafikhi kubantu abangasoze baguquke.

Yandisa ukuzithemba

Intengiso yangaphakathi imalunga nokunika abathengi abanokubakho ulwazi abalufunayo, nokuba abayazi, ngendlela enobuchule nebandakanyayo.

Ayikokwenza iintengiso ezingafunwayo ngalo lonke ithuba

Sebenzisa intengiso yangaphakathi njengendlela yokubonisa uphawu lwakho njengesixhobo esiluncedo nesithembekileyo kwaye ngethemba lokuba uyavela xa umthengi esondele ekuguquleni.

Zikhusele ekuthembekeni ngokugqithisileyo kwitshaneli enye ene-Inbound

Ngokufuna i-traffic esemgangathweni evela kwimithombo eyahlukeneyo (ukukhangela kwezinto eziphilayo, ukuhanjiswa kweendaba zoluntu, ukuthunyelwa kwezinye iiwebhusayithi ezithetha ngemveliso yakho emangalisayo okanye inkonzo), unciphisa ukuthembela kwitshaneli enye, kwaye ngoko ke ingozi ehambelana nayo.

Umlinganiselo ongenayo

Ukulinganisa impembelelo yomsebenzi wokuthengisa ongenayo ngendlela ebonisa i-ROI eqondakalayo ibisoloko ikhohlisa. Into ephambili kukuba icace kwasekuqaleni.

Awunakukwazi ukulandelela inani leenkokeli eziveliswe njengesiphumo esithe ngqo sephulo lakho, kodwa unokulandelela inani lokukhutshelwa kwe-asethi yakho, ixesha eliphakathi kwabantu ababukele ividiyo yakho, inani labalandeli kwiinethiwekhi zentlalo. Iinethiwekhi zentlalo zikundwendwele, ukuba uzuze malini, njl.

Xa ucwangcisa iphulo lakho, cacisa malunga nento ozama ukuyiphumeza kwaye uyilinganise ngokufanelekileyo nangokunyaniseka. Ngale ndlela, ulindelo lomntu wonke lubekwe kwaye, ngoko ke, alusenakwenzeka ukuba lufezekiswe.

🥀 Ukuthengiswa kwangaphakathi njengesicwangciso sexesha elide

Amaphulo okuthengisa angenayo aphumeleleyo awenzeki ngobusuku. Bathatha ixesha ukucwangcisa, ukuphumeza kunye nokucokisa. Kananjalo banako kuba nzima kakhulu.

Unokufuna abaqulunqi bomxholo, abaqulunqi, abaphuhlisi, iingcali zokufikelela, abathengisi beendaba zentlalo, kunye nomphathi wephulo ukwenza oku kwenzeke.

Oko kwathiwa, ukuba ubeka ixesha kunye nomzamo wakho kwiphulo elifanelekileyo elingaphelelwa lixesha, kuya kufuneka ube nento eya kuqhubeka ukuzisa ixabiso kwikamva elibonakalayo.

🥀 isiphelo

Ngamafutshane, ukuthengiswa kwangaphakathi kubonisa a indlela yangoku kunye epheleleyo ingqiqo eqhelekileyo ukuphuhlisa isicwangciso sentengiso yedijithali. Ngokugxila kumxholo osemgangathweni ohlangabezana neemfuno zamathemba, silawula ukubandakanya ixesha elide de kube ngukuguqulwa, ngelixa siphucula i-SEO yethu.

Ngokuqinisekileyo, le ndlela ifuna iinzame eziqhubekayo zokuvelisa amanqaku, ii-ebooks, iividiyo kunye nezinye izinto ezikhangayo ekuhambeni kwexesha. Kodwa kwixesha ledijithali, ukudala ixabiso kubaphulaphuli bakho yeyona ndlela ilungileyo yokwakha ukunyaniseka.

Enkosi kwizixhobo zokubeka iliso kuhambo lwabathengi, ukuthengisa kwangaphakathi kukwakwenza ukuba kukwazeke ukuchongwa ngokuchanekileyo iindawo zoqhagamshelwano ezivelisa uguqulo ukuze wenze ngcono ifuneli yakho yenguqu. Indlela ehambelana ngqo neziphumo zeshishini!

Akungabazeki ukuba esi sicwangciso, esisekelwe kumtsalane kunokuphazamiseka kweentengiso, sinekamva eliqaqambileyo. Kwizilumko !

🥀I-FAQs

Yintoni ukuthengisa kwangaphakathi?

Ukuthengiswa kwangaphakathi kubhekiselele kuzo zonke iindlela zokuthengisa ezijolise ekutsaleni i-traffic efanelekileyo ukuguqula izikhokelo kunye nabathengi, endaweni yokuphazamisa abasebenzisi be-intanethi ngentengiso ephazamisayo.

Ngaba oku kwahluke njani kwintengiso yemveli?

Ngokungafaniyo nentengiso “ukuphuma ngaphandle” esekelwe kuphazamiseko lwentengiso (umboniso, ie-mail, umabonwakude, unomathotholo, njl. njl.), i-inbound ifuna ukutsala umdla wabantu ngokupapasha umxholo oluncedo ophendula imibuzo neemfuno zabo.

Zeziphi ezona zixhobo zentengiso zingenayo?

Iintsika ze-4 ze-inbound zezi: ireferensi yendalo, inethiwekhi yoluntu, ukuthengiswa komxholo kunye ne-automation (i-lead nurturing). Abanye bongeza i-imeyile kunye neeCTA ezinomtsalane kwisiza.

Ngaba esi sisicwangciso esisebenzayo sokuvelisa ishishini?

yes, kuba yenza kube lula ukufikelela kwithemba elisele linomdla kwaye ngokuthe ngcembe libakhokele ekuqapheleni isidingo sokuthenga, ngelixa liphucula ukubonakala. Izinga lokuguqulwa lingcono kakhulu kunemisebenzi yokudubula enye.

Ngaba le ndlela isebenza kulo naluphi na uhlobo lwewebhusayithi?

Intengiso yangaphakathi inokuxhamla kakhulu Iindawo zeB2B kunye neB2C. Eyona nto iphambili kukwazi umthengi wakho umntu kakuhle ukwenza umxholo olungelelanisiweyo ngokwenene. Isicwangciso esenziwe ngomthungi singundoqo.

Wazi njani ukuba isicwangciso sakho sokungena siyasebenza?

Zininzi ii-KPIs ezinokwenzeka: i-traffic engenayo, iinkokeli eziveliswayo, ababhalisi benethiwekhi, izinga lokunyuka, ukuguqulwa kodwa kunye nembuyekezo kutyalo-mali. Kubalulekile ukuchaza ngokucacileyo kwaye ubeke iliso izikhombisi zakho eziphambili.