Iyini i-Inbound Marketing?

Uma ufuna amakhasimende amasha, ukumaketha kwangaphakathi kungokwakho! Esikhundleni sokusebenzisa izinkulungwane zamaRandi ukukhangisa okubizayo, ungafinyelela abangaba amakhasimende akho ngethuluzi elilula: Okuqukethwe kwe-inthanethi. Ukumaketha kwangaphakathi akukona mayelana nokuthola abathengi, njengamasu amaningi okuthengisa. Kodwa ukuze uwathole lapho uwadinga. Kuwutshalomali oluthakaselekayo, kodwa ngaphezu kwakho konke okusebenzayo.

Lolu hlobo lokumaketha lumayelana nokutholwa ngesikhathi esifanele ngamakhasimende alungile noma labo abadinga umkhiqizo/isevisi yakho. Ungabaheha ngeziteshi zakho zedijithali (iwebhusayithi, amakhasi okuxhumana nabantu, njll.) futhi ubaqhubele ukuba bathenge.

Nakhu ukubaluleka kwayo: ukumaketha kwangaphakathi akukhona nje ukwenza amakhasimende aziwe, kuphinde kuholele ekutheni abe omunye wabagqugquzeli bakho futhi athandane nomkhiqizo wakho!

Kulesi sihloko ngethula kuwe okubalulekile kokumaketha okungenayo noma ukumaketha kwangaphakathi. Funda kuze kube sekupheleni.

asambe

🥀 Umlando wokumaketha kwangaphakathi

Isikhathi "ukumaketha kwangaphakathi” yaqanjwa ngo-2006 ngu-HubSpot co-founder, UBrian Halligan. Kepha izisekelo zesu lokumaketha elingenayo zazikhona kudala ngaphambi kweHubSpot.

Ngo-1999, uSeth Godin wabhala " Imvume Yokuthengisa: Guqula abantu ongabazi babe abangani nabangane babe amakhasimende ". U-Godin ukhuthaze abathengisi ukuthi bahloniphe ukukhetha kwabathengi nesikhathi.

Umthengi okufanele aqale uhambo lwakhe, hhayi umdayisi noma umdayisi. Lona umnyombo wokumaketha kwangaphakathi, nakuba u-Godin aqhubekela phambili esebenzisa igama elithi “ imvume yokuthengisa ".

U-Godin uchaza ukumaketha kwemvume njengokuthi "ilungelo (hhayi ilungelo) lokuletha imilayezo ngaphambi kwesikhathi, yomuntu siqu, nefanelekile kubantu abafuna ngempela ukuyamukela." Ekuqaleni, wabona ukuthi abantu abawathandi amabhokisi abo okungenayo agcwele imiyalezo abangakaze bayibuze.

lapho UBrian Halligan noDharmesh Shah yasungula i-HubSpot ngo-2006, izimpande zokumaketha kwangaphakathi zase zisunguliwe.

🥀 Izisekelo zokumaketha kwangaphakathi

Kuyenzeka uthole abantu abathanda imikhiqizo noma izinsiza zakho, ngaphandle kokudinga ukubahlukumeza noma ukubaqhumisa ngezikhangiso. Vele udale okuqukethwe kwakho phendula imibuzo yabo, ukuze beze kuwe uma kudingeka!

Emhlabeni wanamuhla, wonke umuntu unekhompuyutha noma umakhalekhukhwini, osetshenziswa nsuku zonke ukuthola isisombululo sanoma yiluphi uhlobo lwenkinga, ngakho-ke ukudala okuqukethwe ongakulayisha kubonakala kuyinketho ehlakaniphile, yokuvimbela isidingo sabathengi abangaba khona.

Yilokhu okuqukethwe yikhwalithi kanye okuyisisekelo sokumaketha kwangaphakathi. Yenzelwe izethameli ezichazwe kahle futhi iphendule imibuzo ethile. Umgomo njalo ukuhlinzeka umthengi umkhiqizo noma inkonzo ayifunayo, kulokhu umnika ini.

Kodwa yini"okuqukethwe kwekhwalithi”? Kuyini ngempela? Leli yikhasi lewebhu, eliqukethe umbhalo nezithombe ezihlobene nokhiye othile wokusesha. Ihlose ukuhlinzeka ngesixazululo senkinga noma umbono ngesihloko esithile. Yilokho ebesikwenza kule webhusayithi.

Isibonelo, uma umuntu e-google " ezezimali zomuntu siqu injini yokusesha izoyihlinzeka ngohlu lwamakhasi ewebhu ahlobene kakhulu nokhiye wokusesha, ukuze iphendule kangcono ekusesheni komsebenzisi.

Ngokwenza amakhasi ewebhu asezingeni, akhelwe ukuphendula imibuzo ethile, kuzoba lula kakhulu ukutholakala ngenjini yokusesha yilabo asebevele befuna umkhiqizo/isevisi yakho.

🥀 Izinyathelo zokusetha ukumaketha kwangaphakathi

Izinyathelo ezahlukene okumele zilandelwe yilezi:

1. Chaza ubuntu babathengi bakho

Ekumaketheni kwangaphakathi, ukuchaza ubuntu babathengi bakho kuyisinyathelo esibalulekile. Kungumfanekiso ongaqanjiwe wamakhasimende afanelekile.

2. Dala okuqukethwe kwekhwalithi

Isu lokuqukethwe ngu baluleke kakhulu. Kuhlanganisa konke okuqukethwe okukhiqizwe ngaphakathi yinkampani, noma ngaphandle, yi-ejensi yangaphandle noma isisebenzi esizimele. Lokhu kungaba kusizindalwazi esinamaphepha amhlophe, izingosi zebhulogi noma ezingeni lezinkundla zokuxhumana ezinezinkundla zokuxhumana.

Okuqukethwe kwekhwalithi kuvumela inkampani ukuthi yethembeke emkhakheni wayo wemisebenzi. Inhloso yokudala okuqukethwe ukukhiqiza imikhondo, ngaleyo ndlela kukhiqize ithrafikhi nokugcinwa kwamakhasimende.

3. Ukuthuthukisa iwebhusayithi

Okokugcina, isinyathelo esibalulekile sokwenza kahle iwebhusayithi. Lesi sigaba sokumaketha esingenayo futhi sihlose ukukhiqiza ithrafikhi, kodwa futhi nokugcina amathemba esizeni sethu isikhathi eside ngangokunokwenzeka.

Lokhu kungenziwa kusetshenziswa ukubizela esenzweni, izinkinobho ezincane ezibekwe ezindaweni ezinamasu ukuze kuphushwe ucingo esenzweni. Ngokwesibonelo, "ngokuchofoza lapha"Futhi"ukubhalisa".

🥀 Ukumaketha nge-imeyili kuyisihluthulelo sokumaketha kwangaphakathi

Ngemva kokudala okuqukethwe okuhle okulethe izivakashi ezintsha kusayithi lakho, manje yisikhathi esibalulekile sokuqala ukuziguqulela zibe umkhondo!

Okokuqala udinga ukwenza umuntu ovakashela isayithi lakho ithuba, noma othile onentshisekelo kumkhiqizo nesevisi yakho, ovuma ukukunikeza igama nekheli le-imeyili.

Ukuze uthole lolu olunye ulwazi oluwusizo lwemikhankaso yakho yokumaketha, ngokuvamile kuhle kakhulu ukunikeza abasebenzisi okuthile ngaphambi kokuba bakucele: isaphulelo, i-e-book, okuqukethwe okulandekayo, njll.

Namuhla, idatha yomuntu siqu (isibongo, igama lokuqala, i-imeyili, njll.) ibonakala ngokubaluleka okwengeziwe, ngakho wonke umuntu ulindele okuthile njengembuyiselo ngaphambi kokuyithengisa.

Ngemuva kokucabangisisa kahle ukuthi yini edingekayo”ukunikeza” kubavakashi bakho, ungafaka ifomu lokubhalisa encwadini yakho yezindaba ukuze uziguqule zibe othintana nabo, ngale ndlela uzokwaneliswa kokubili:

• Ikhasimende okungenzeka, ngoba uzothola ukukhushulwa kanye nezibuyekezo ngomkhiqizo nesevisi ayithandayo, kanye nesipho;
• Wena, ngoba uzobe uthole othintana nabo ukuze uthumele ukuxhumana okuqondisiwe nokukhethekile, ukuguqula oxhumana naye abe yikhasimende.

Ngemva kokuthola abaqondisi abanentshisekelo ngempela kusayithi lakho, yisikhathi sokukhiqiza ukuguqulwa noma ukuthenga. Kwenziwa kanjani? Ngokungangabazeki, ziningi izindlela zokucindezela othile ukuba athenge. Kodwa kukhona eyodwa kuphela enebhalansi engcono kakhulu phakathi kwemali etshaliwe kanye nenzuzo: ukumaketha nge-imeyili.

🥀 Ukumaketha Kwangaphakathi vs Ukumaketha Okuphumayo

Ukumaketha okungenayo nokuphumayo kuhluke kakhulu, nakuba babelana ngomgomo wokwandisa ukuguqulwa nokuthengisa. Kuqukethe ukudala ikhwalithi nokuqukethwe okudonsa amehlo ukuze kutholakale ngokwemvelo. Ukumaketha kwangaphandle kumayelana nokuxhumana nabantu ngokuqondile.

Isibonelo, Ukuze uhlangabezane nencazelo yokumaketha kwangaphakathi, nikela ngokuqukethwe okufanele kufundwe njengamabhulogi, amaphepha amhlophe, ama-imeyili, inkundla yezokuxhumana, kanye ne-SEO ukuze udonse ukunaka kwamakhasimende angaba khona.

Okuqukethwe bese kusatshalaliswa ngu- “ izwi lomlomo ", ukwabelana kwenkundla yezokuxhumana kanye nezikhangiso ezingaphazamisi ulwazi olunzulu ngomsebenzisi.

Ngokumaketha okuvamile okuphumayo, abakhangisi babambe ukunaka kwabathengi ngokuthi " ukuphazamisa ". Umkhiqizo uzibeka ngokuqinile phambi kwamakhasimende angaba khona futhi uthemba ukuthi banentshisekelo yokuthenga.

Ezinye izibonelo zokumaketha okuphumayo zihlanganisa izikhangiso zikamabonakude, amabhodi ezikhangiso, ukumaketha ngocingo, izikhangiso zomsakazo kanye neposi eliqondile.

Izinzuzo zokumaketha kwangaphakathi

Kukhona ikakhulukazi izinzuzo eziyisithupha zokumaketha okuphumayo

Finyelela izethameli ezifanele endaweni efanele ukuze ushayele ithrafikhi yekhwalithi

Ngokugxilisa umsebenzi wakho wokumaketha ongenayo ukuze ufinyelele izethameli ezifanele ezindaweni ezifanele, ungaheha amakhasimende akho owaqondise ukuze ufeze izinjongo zakho zokumaketha. ukumaketha kwedijithali.

Kunokuba kusetshenziswe imali ukuheha ithrafikhi kubantu okungenzeka ukuthi abasoze baguquka.

Khulisa ukuzethemba

Ukumaketha kwangaphakathi kumayelana nokunikeza amakhasimende angaba khona ulwazi alufunayo, ngisho noma engakwazi, ngendlela enobuhlakani nehehayo.

Akukhona mayelana nokukhiqiza ukuthengisa okungafunwa ngawo wonke amathuba

Sebenzisa ukumaketha kwangaphakathi njengendlela yokwethula umkhiqizo wakho njengesisetshenziswa esiwusizo nesithenjwayo futhi ngethemba lokuthi uzovela uma ikhasimende seliseduze nokuguqula.

Zivikele ekuthembeleni ngokweqile esiteshini esisodwa esine-Inbound

Ngokufuna ithrafikhi yekhwalithi evela emithonjeni ehlukahlukene (ukusesha okuphilayo, ukudluliselwa kwezokuxhumana, ukudluliselwa kwamanye amawebhusayithi akhuluma ngomkhiqizo wakho omangalisayo noma isevisi), unciphisa ukuthembela esiteshini esisodwa, ngakho-ke ingozi ehambisanayo.

Isilinganiso esingenayo

Ukulinganisa umthelela womsebenzi wokumaketha ongenayo ngendlela ebonisa i-ROI eqondakalayo bekulokhu kuwubuqili. Okubalulekile wukuba kucace zisuka nje.

Ungase ungakwazi ukulandelela inani lemikhondo ekhiqizwe njengomphumela oqondile womkhankaso wakho, kodwa ungakwazi ukulandelela inani lokulandwa kwempahla yakho, isilinganiso sesikhathi abantu ababuka ngaso ividiyo yakho, inani labalandeli ezinkundleni zokuxhumana. Amanethiwekhi omphakathi akuvakashele, ukuthi uzuze malini, njll.

Lapho uhlela umkhankaso wakho, cacisa ngalokho ozama ukukufeza futhi ukukale ngendlela efanele nangokwethembeka. Ngale ndlela, okulindelwe yiwo wonke umuntu kuyasethwa, ngakho-ke, cishe ngeke kusafezwana.

🥀 Ukumaketha kwangaphakathi njengesu lesikhathi eside

Imikhankaso yokumaketha engenayo ephumelelayo ayenzeki ngokuphazima kweso. Zithatha isikhathi ukuhlela, ukusebenzisa kanye nokucwengisiswa. Bangakwazi futhi kube nzima kakhulu.

Ungase udinge abadali bokuqukethwe, abaklami, abathuthukisi, ochwepheshe bokufinyelela, abakhangisi benkundla yezokuxhumana, kanye nomphathi womkhankaso ukuze wenze lokhu kwenzeke.

Sekushiwo lokho, uma ufaka isikhathi namandla akho emkhankasweni ofanele ongaphelelwa yisikhathi, kufanele ube nokuthile okuzoqhubeka nokukulethela ukubaluleka kwekusasa elibonakalayo.

🥀 Isiphetho

Kafushane, ukumaketha kwangaphakathi kumelela a indlela yesimanje futhi egcwele umqondo ojwayelekile ukuthuthukisa isu lokumaketha kwedijithali. Ngokugxila kokuqukethwe okuyikhwalithi okuhlangabezana nezidingo zamathemba, siyakwazi ukuwabandakanya esikhathini eside kuze kube ukuguqulwa, kuyilapho sithuthukisa i-SEO yethu.

Impela, le ndlela idinga imizamo eqhubekayo yokukhiqiza izindatshana, ama-ebook, amavidiyo nokunye okuqukethwe okukhangayo ngokuhamba kwesikhathi. Kodwa esikhathini sedijithali, ukudala inani lezethameli zakho kuyindlela engcono kakhulu yokwakha ukwethembeka.

Ngenxa yamathuluzi okuqapha uhambo lwamakhasimende, ukumaketha kwangaphakathi futhi kwenza kube nokwenzeka ukuhlonza ngokunembile izindawo zokuxhumana ezidala ukuguqulwa ukuze kuthuthukiswe ifaneli yakho yoshintsho. Indlela ehlobene ngqo nemiphumela yebhizinisi!

Akungabazeki ukuthi leli su, elisekelwe ekukhangeni esikhundleni sokuphazamiseka kokukhangisa, linekusasa eliqhakazile. Kwabahlakaniphileyo !

🥀Imibuzo Evame Ukubuzwa

Kuyini ukumaketha kwangaphakathi?

Ukumaketha kwangaphakathi kubhekisela kuwo wonke amasu okumaketha agxile ekuheheni ithrafikhi efanelekayo ukuze kuguqulwe umkhondo bese kuba amakhasimende, esikhundleni sokuphazamisa abasebenzisi be-inthanethi ngokukhangisa okuxakile.

Lokhu kuhluke kanjani ekukhangiseni okuvamile?

Ngokungafani nokumaketha “ukuphuma” okusekelwe ekuphazamiseni ukukhangisa (umbukiso, ama-e-mail, i-TV, umsakazo, njll.), inbound ifuna ukuheha amathemba ngokushicilela okuqukethwe okuwusizo okuphendula imibuzo nezidingo zabo.

Yimaphi amathuluzi amakhulu okuthengisa angenayo?

Izinsika ezi-4 zokungenayo yilezi: ireferensi yemvelo, amanethiwekhi omphakathi, ukumaketha kokuqukethwe kanye ne-automation (ukukhulisa umthofu). Abanye futhi bengeza ama-imeyili nama-CTA akhangayo esizeni.

Ingabe leli yisu elisebenzayo lokukhiqiza ibhizinisi?

yebo, ngoba kwenza kube nokwenzeka ukufinyelela amathemba asevele anentshisekelo futhi kancane kancane uwaqondise ekuqapheliseni isidingo sokuthenga, ngenkathi ethuthukisa ukubonakala. Izinga lokuguqulwa lingcono kakhulu kunemisebenzi yeshothi eyodwa.

Ingabe le ndlela isebenza kunoma yiluphi uhlobo lwewebhusayithi?

Ukumaketha kwangaphakathi kungazuza kakhulu Amasayithi e-B2B kanye ne-B2C. Into esemqoka ukwazi umthengi wakho kahle ukuze udale okuqukethwe okuguquguquke ngempela. Isu elenziwe ngomsiki libalulekile.

Wazi kanjani uma isu lakho elingenayo lisebenza kahle?

Ama-KPI amaningana angenzeka: ithrafikhi engenayo, umkhondo okhiqizwayo, ababhalisile benethiwekhi, izinga lokugxuma, ukuguqulwa kodwa futhi nembuyiselo ekutshalweni kwezimali. Kubalulekile ukuchaza ngokucacile futhi ugade izinkomba zakho ezibalulekile.