Yini i-influencer marketing?

Ukumaketha kwe-Influencer manje kuyindlela evamile yokuthengisa ku-inthanethi. Sekuyisikhathi eside kuyinkulumo-mpikiswano, futhi kubhekiselwa kuyo njalo emithonjeni yezindaba evamile. Kodwa-ke, kusenabantu abangaqondi ngempela ukuthi yini i-influencer marketing. Impela, abanye abantu bahlangana nalesi sisho okokuqala bese bemangala ngaso leso sikhathi “Iyini i-influencer marketing? ".

Ezingeni eliyisisekelo, ukumaketha kwe-influencer kuwuhlobo lokumaketha kwenkundla yezokuxhumana okusebenzisa izincomo zomkhiqizo onethonya kanye nokuvumela. Laba bagqugquzeli banokulandela okuzinikele komphakathi futhi bathathwa njengochwepheshe ku-niche yabo.

Ukumaketha kwe-Influencer kusebenza ngenxa yokwethemba okukhulu abagqugquzeli bezenhlalo abakwakhile nabalandeli babo. Izincomo zabo zisebenza njengendlela yobufakazi bomphakathi kumakhasimende angaba khona omkhiqizo wakho.

I-Influencer marketing iyinhlanganisela amathuluzi okuthengisa amadala namasha. Kuthatha umbono wokugunyazwa kosaziwayo futhi kubekwe emkhankasweni wesimanje wokumaketha oqhutshwa ngokuqukethwe. Umehluko omkhulu endabeni yokumaketha kwabathonya ukuthi imiphumela yomkhankaso ukusebenzisana phakathi kwemikhiqizo kanye nabathonya.

Kodwa ukumaketha kwe-influencer akukhona nje osaziwayo. Esikhundleni salokho, izungeza kubagqugquzeli, abaningi babo abangasoze bazibheka njengabadumile endaweni engaxhunyiwe ku-inthanethi.

Kulesi sihloko, sinqume ukukwethula izimfuneko zokumaketha kwabathonya. Kodwa ngaphambi kokuthi uqale, nansi indlela yokuthuthukisa izinga lokuguqulwa esitolo sakho se-inthanethi.

Yini i-Influencer Marketing?

Ukumaketha kwe-Influencer kuhilela umkhiqizo osebenzisana nomuntu osebenza ku-inthanethi ukuze amakethe omunye wemikhiqizo noma amasevisi abo. Okunye ukusebenzisana kokumaketha okunethonya akubambeki kakhulu kunalokho - amabhrendi avele asebenze nabathonya ukuthuthukisa ukuqashelwa komkhiqizo.

Abathonya, ngokungafani nosaziwayo, bangaba noma kuphi. Bangaba noma ubani. Okubenza babe nomthelela ukulandela kwabo okukhulu kuwebhu nasezinkundleni zokuxhumana. Umgqugquzeli angaba umthwebuli wezithombe zemfashini odumile ku-Instagram, i-blogger efundwa kahle ye-cybersecurity ebhala ama-tweets, noma isikhulu esihlonishwayo sokumaketha ku-LinkedIn.

Kunoma yimuphi umkhakha, kunabantu abanethonya, kufanele nje ubathole. Abanye bayoba namakhulu ezinkulungwane (noma ngisho izigidi) zabalandeli.

Kodwa abaningi bazobukeka njengabantu abavamile. Bangase babe nababhalisile abangu-10 kuphela, ngaphansi kwezinye izimo. Nokho, bazobe sebezuze idumela lokuba ngochwepheshe emkhakheni wabo.

Bangabantu abayinkomba abanikeza izimpendulo zemibuzo yabantu. Ngokwendawo yabo yobuchwepheshe, laba ngabantu abashicilela okuthunyelwe komphakathi okubandakanya kakhulu ezihlokweni zabo ezikhethekile.

Isimo samanje se-influencer marketing landscape

Ukugqama ngo-2014 ku-Instagram kwakulula kunanamuhla. Uma ube nenhlanhla yokufakwa ekhasini elifakiwe le-Instagram noma ukubukeka kwakho bekuhluke ngokwanele, khona-ke amathuba akho okukhethwa njengomgqugquzeli abemakhulu.

Ngemuva kobudlelwano obanele bomkhiqizo, abanye baguqule ukumaketha kwabathonya ezinkundleni zokuxhumana kwaba umsebenzi wesikhathi esigcwele.

Kodwa izinto ziyashintsha, akunjalo?

Sithonywa yilokho esikubonayo futhi ubuhle abuhlukile. Izithombe ezikhanyayo zivame kakhulu manje, kanye nokudla okusethwe ngobunono ngokumelene nesizinda esithakazelisayo. Lapho "ukubukeka okujwayelekile" kokumaketha kwabanamandla kungasahluka, kwenzekani ngokulandelayo?

Ukuba ngumgqugquzeli imfashini phakathi kwalezi zibalo zabantu abasha, ungase ungasadingi ukuthembela kuphela ezithombeni ezishuthwe kahle. Kunalokho, ukuma okunethezekile nokuhlela okulinganiselwe manje kwamukelekile ngocingo.

Khumbula ukuthi i-athikili ihlanganisa kuphela iqoqo elincane labathonya: abasebenzisi abancane be-Instagram. Ngokuphambene nalokho, lolu shintsho kule minyaka emihlanu edlule kufanele lubonise ukuthi ukuphela okungaguquki ekukhangiseni okunamandla kushintsha kanjani.

Yini esebenzayo ekukhangiseni kwe-influencer

Cabanga ngokucophelela mayelana nendlela yakho yokumaketha kwabathonya

• Hlela, uthuthukise isu, uhlele kanye nesabelomali, unike isikhathi sokucwaninga
• Nquma indlela yakho yokuthola abathonya - bathole ngokuphila, bhalisela inkundla, noma sebenzisa i-ejensi
• Yiba nesineke futhi ube ngumuntu - abantu bakhuluma nabantu, hhayi izinkampani ezikhuluma nezinkampani

Yakha uhlelo

• Ingabe umgqugquzeli ukhetha izingcingo zenyanga/zekota/ezimbili ngonyaka noma izincwadi zezindaba?
• Ifake ekhalendeni lakho le-PR, ishejuli yokukhishwa komkhiqizo, njll.
• Thumela ama-imeyili esikhundleni sabaphathi abakhulu. Hlela amashejuli okuvakasha aphezulu futhi uhlele imihlangano yobuso nobuso

Iyiphi i-influencer marketing engekho

Ukumaketha kwe-Influencer akukhona nje ukuthola umuntu onomphakathi ohlanganyele futhi umnike imali ukuze asho izinto ezinhle ngawe.. Yilokho osaziwayo abangenwa yigciwane. Abagqugquzeli ngabantu abachithe isikhathi bazakhela igama labo futhi bekhulisa abalandeli babo.

Ngokwemvelo bayovikela idumela labo nabantu ababathembayo. Laba ngabantu abanesineke futhi bagxile ekuphumeleleni ezinkundleni zokuxhumana, umlandeli oyedwa ngesikhathi - abantu abafana nalaba abanantshisekelo yokwenza i-influencer marketing ukuze bathole imali.

Futhi ukumaketha kwe-influencer mayelana nemiphumela esheshayo. Kuwuhlobo olufanayo lwendlela ehamba kancane futhi enganyakazi njengenkundla yezokuxhumana kanye nokumaketha kokuqukethwe, lapho umkhankaso wakho ungewona owokuthengisa imikhiqizo yakho ngokuqondile. Kunalokho, kumayelana nokubonisa igunya lakho, ukwethembeka, nobuholi bemicabango embonini yakho. Kumayelana nomqondo ofanayo nanoma yini oyinikezayo.

Ngokumaketha kwenkundla yezokuxhumana, konke kumayelana nokuthola uhlobo lwabalandeli abazoba qotho futhi bazibandakanye. Ngakho-ke kulinga ukucabanga ukuthi ukuhlanganisa amandla nomuntu onethonya kuzoba indlela elula yokungena ezinhliziyweni nasezingqondweni zabalandeli babo, akulula kangako, Nokho. Ngoba ukuze uzihlanganise nabanamandla, kufanele uthole ukwethenjwa nokuhlonishwa kwabo.

Ungadala kanjani isu lokumaketha le-influencer?

Njenganoma yiliphi iqhinga lokumaketha, uhlelo lwe-influencer ludinga ukukhomba nokuhlela ngamabomu. Ngeke uthole impumelelo yamacebo ngokuthumela izinto zamahhala kuwo wonke umuntu okubuzayo noma kubangani bakho nojwayelene nabo.

1. Ungabathola kanjani abathonya nendlela yokubakhokhela

Njenganoma yiliphi isu, ucwaningo luyisinyathelo sokuqala. Khetha inkundla ofuna ukugxila kuyo kuqala. Ungakwazi ukunwebela kwezinye izinkundla kamuva, kodwa uma usaqala, namathela eyodwa. Ngokufanelekile, umkhiqizo wakho kufanele usuvele ukhona kule nethiwekhi noma ufune ukuthuthukisa lapho.

Uma ungaqiniseki ukuthi ungaqala kuphi, ukulalela komphakathi kungakusiza ukuthi ukhombe lapho abantu bekhuluma khona ngomkhakha wakho nomkhiqizo wakho, futhi kungakusiza uthole amazwi anethonya elikhulu embonini yakho kuyo yonke inkundla. .

Imboni osebenza kuyo nayo ibalulekile uma ucabangela ukusebenzisa isu lokumaketha labanamandla. Imikhiqizo yobuhle nemfashini iyagqama ku-Instagram naku-YouTube. Imboni yemidlalo yevidiyo ibusa ku-Twitch.

Phakathi nesigaba sakho socwaningo, bheka uhlobo lwabagqugquzeli onentshisekelo kubo. Ngabe ufuna osaziwayo abanabalandeli abaningi? Noma ama-micro influencers anabalandeli abangaphansi kuka-2000? Mhlawumbe okuthile phakathi 5 kanye 10 ababhalisile kuningi okuthandayo. Noma yini onquma ukugxila kuyo iyonquma ibhajethi yakho.

Isinxephezelo sibuye sihluke ngendlela exakile, ngakho-ke qiniseka ukuthi ubheka amanani ajwayelekile alezi zinhlobo zabathonya. Amathonya amancane avame ukugxila ezihlokweni ezimbalwa futhi amukele imikhiqizo.

Amanye ama-micro influencers asebenza ngokuzimela kanti amanye angase amelwe i-ejensi noma inethiwekhi. Nakuba ama-akhawunti amakhulu nosaziwayo bazodinga isinxephezelo futhi bangase badlule ngisho nasesikhungweni samakhono.

2. Sungula ibhajethi kanye nesu lokuphatha

Manje njengoba unombono wokuthi yiziphi izithonya okufanele zikhokhelwe, udinga ukudala isabelomali sakho. Futhi, qiniseka ukuthi ubheka isikhathi esidingekayo ukuze uhlele, wenze, futhi ubuyekeze uhlelo lwakho lwethonya. Ukwenza umkhankaso wokumaketha ophumelelayo akuyona " beka-bese-uhambe ". Lokhu kuzobandakanya ukuqapha nokulandelela ngokucophelela.

Ngokungafani nesu lokukhangisa elizenzakalelayo, abagqugquzeli bangabantu futhi bavame ukulinganisa ubambiswano oluningi, ngakho-ke abanye bangase basalele ezibophweni zabo zokuthumela ngesikhathi noma benze amaphutha komaka obacelile noma ukubizelwa esenzweni.

Uzodinga ukuthi ube nesikhathi sokujwayelana nalezi budlelwano ukuze ubuhlakulele futhi uthuthukise indlela yakho ngokusebenzisa isipiliyoni salokho okusebenzayo nokuthi yini engasebenzi endaweni yakho.

3. Nquma ngezinjongo kanye nomlayezo ozowudlulisa

Izizathu ezimbili ezivame kakhulu zokusebenzisa ukumaketha kwe-influencer ukukhulisa ukuqwashisa ngomkhiqizo nokwandisa ukuthengisa. Kodwa-ke, esikhundleni sokuchaza lezi zinhloso ezijwayelekile njengezinhloso zakho ezimbili, kuzosebenza kangcono ukwethula isu lakho ngokucwenga izidingo zomkhiqizo wakho.

Mhlawumbe ufuna ukukhulisa isisekelo samakhasimende akho ngezibalo zabantu abasha. Noma ufuna ukunwebela eqenjini elisha labasebenzisi ngomkhiqizo omusha. Noma ufuna ukuziba amathrendi futhi usebenzise abathonya ukukhuluma ngamavelu omkhiqizo wakho.

Abathonya banamandla okufinyelela izethameli eziqondile kakhulu. Esikhundleni sokuthembela ezinkulungwaneni zabalandeli, abagqugquzeli bazosiza ekuqinisekiseni ukuthi izethameli eziqondiswe kakhulu ezingaba nentshisekelo kumkhiqizo wakho ziyafunda futhi zizibandakanye nokuqukethwe kwakho.

Okuqukethwe komgqugquzeli okufaka ithoni yengxoxo nokulandisa komuntu siqu kusiza ukuhlukanisa lokhu okuthunyelwe kusukela kuhlobo lwesici noma okugxile ekuthengisweni umkhiqizo ongase uwenzele umkhiqizo ofanayo kokuphakelayo kwawo.

Umlayezo wakho ubaluleke njengomgomo wakho. Yize ungafuni ukucindezela ubuhlakani bomgqugquzeli nokuhluka, futhi awufuni ukuthi bathumele noma yini engahlobene nomkhankaso wakho.

Thola ukuthi ufuna ukuhlela kanjani umkhankaso wakho wokumaketha wabagqugquzeli kanye nomlayezo ukuze unamathele kukho ngokuhamba kwesikhathi.

4. I-Influencer Outreach: Ungathintana Kanjani Nabathonya

Buyela esinyathelweni sokuqala: ucwaningo. Ngohlelo olusethiwe kunethiwekhi yakho, izinjongo zakho, kanye nezinhlobo zabagqugquzeli ofuna ukuzikhomba, sibuyela ekucwaningeni ukuthi ungabathola kanjani abagqugquzeli abalungile esingasebenza nabo.

Njengoba wenza lolu cwaningo, gcina lokhu okulandelayo engqondweni:

• Ingabe umgqugquzeli usevele uthumele izinto ezifanayo kusevisi yakho? Isibonelo, uma uyindawo yokudlela futhi ufuna ukuphromotha imenyu entsha, kufanele ubheke abagqugquzeli abathumela njalo mayelana nezidlo zokudlela kanye nokudla abakudlayo.
• Ingabe zisemthethweni? Lokhu kusho ukuskrola kokuphakelayo kwabo bese uchofoza okuthunyelwe. Izinga lokuzibandakanya eliphansi elihlobene nenani labalandeli namazwana angogaxekile kuyizimpawu ze-akhawunti yomgunyathi.
• Ingabe bake basebenza nemikhiqizo efanayo ngaphambili? Kuya ohlotsheni lwe-influencer oyifunayo, umgqugquzeli ongumakadebona angase akubonise ikhithi yabezindaba equkethe iphothifoliyo yomsebenzi wabo. Uma utshala kakhulu kumgqugquzeli, uzofuna ukukubheka kakhulu.

5. Buyekeza futhi ulungise isu lakho

Noma ngabe umkhankaso wakho wokumaketha wabathonya usaqhubeka, kufanele ube nezinsuku ezinqunywe kusengaphambili lapho uzokala khona ukuqhubeka kwawo. Ingxenye elandelayo yalo mhlahlandlela izochaza ukuthi ungayilandela kanjani imiphumela yakho. Akuyona yonke imikhankaso ephumelelayo, kodwa ngithemba ukuthi uzofunda ngawo ngamunye.

Ungalinganisa kanjani ukusebenza komkhankaso wokumaketha wabathonya?

Izindawo zokulinganisa zizoncika kakhulu ezinhlosweni zakho. Okuningi ngeke kuhlobane nomkhankaso wakho wokumaketha wabathonya. Ezinye zezindawo ezivame kakhulu zokulinganisa zihlanganisa:

1. Ukufinyelela izethameli
2. Okuvelile
3. Ukuhlanganyela (amazwana, ukuthanda, ukwabelana)
4. Ukuzwela
5. Okuqukethwe kwekhwalithi ephezulu
6. Ukuguqulwa:

• Ukukhula kwababhalisile bakho
• Kukhulunywa ngophawu
• Ithrafikhi eya ekhasini elithile lokufika/iwebhusayithi - Ifomu Ligcwalisa
• Ukubhalisela iphephandaba / Ukubhalisa
• Ukukhula kwenani labasebenzisi bomkhiqizo/isevisi yakho
• Ukuthengisa kuyanda

Isiphetho

Abagqugquzeli balapha ukuze bahlale, kodwa indlela umhlaba wokumaketha wabathonya obukeka ngayo futhi osebenza ngayo ishintshe kakhulu ngesikhathi esifushane, futhi eminyakeni emihlanu kusukela manje ingahluka kakhulu kuneyanamuhla. Lo mhlahlandlela uzokusiza ukuthi uqalise ukwakha isu lakho, kodwa njenganoma yiliphi isu lomphakathi, kubalulekile ukulungela ushintsho.

Nokho, nakuba kunokucatshangelwa okuhlukile kokusebenza nabagqugquzeli, ukumisa umkhankaso kuyafana nemikhankaso eminingi yokumaketha: ucwaningo, setha isabelomali, beka imigomo, thola abathonya bakho, futhi ubuyekeze futhi ubuyekeze.

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