Indawo yokumaketha kwedijithali ebhizinisini

Ngokufika kwedijithali, ukumaketha kube nezinguquko ekujuleni eminyakeni yamuva. Ukubonakala kwamanethiwekhi omphakathi, ukukhuphuka kwedatha, amathuluzi amasha wokuzenzakalela... Kuningi okuqanjwe kabusha okubumba kabusha izinqubo zokumaketha ngaphakathi kwezinhlangano. Kulo mongo, iyiphi manje indawo yokuthengisa ngedijithali enhliziyweni yesu lebhizinisi?

Lesi sihloko sinikeza umbono ocacile wentuthuko eqhubekayo kanye nendlela ukumaketha kwedijithali okuzisungula ngayo njengomsebenzi wamasu ngokwako ngokuhambisana nokumaketha kwendabuko. Ikakhulukazi, sizobona ukuthi iminyango yezokukhangisa iwamukela kanjani amathuluzi amasha okuxhumana namakhasimende ayo kanye namathemba eziteshi zedijithali.

Ukumaketha kwedijithali ngokungangabazeki kumelela i-lever yokukhula nokwenziwa okusha okungekho inhlangano manje engayiziba! Kulesi sihloko, sizokukhombisa indawo yokuthengisa ngedijithali ebhizinisini. Kodwa okokuqala, nansi isofthiwe ezokuvumela ukuze uguqule amathuba akho abe ngamakhasimende.

🥀 Liyini isu lokumaketha kwedijithali

Amasu okumaketha edijithali asiza abakhangisi bazibekele imigomo. Basiza futhi ukukhomba izethameli futhi bathuthukise uhlelo lokumaketha lwedijithali olufinyelela kangcono kulezo zithameli. Lawa maqhinga ahlinzeka ngesiqondiso somkhankaso noma uhlelo oluthile kanye nohlaka lokuhlola imiphumela.

Namuhla, yonke into idijithali futhi ukumaketha kwedijithali kuhlanganiswe cishe kuzo zonke izici zebhizinisi, ngokuyisisekelo ishintsha indlela izinkampani ezixhumana ngayo namakhasimende abo futhi ilethe inani kubo.

Ngakho-ke, uma ibhizinisi lakho lingakwazi ukusebenzisa nokusebenzisa isu lokumaketha kwedijithali emakethe ye-inthanethi ekhula ngokwandayo, ngeke ukwazi ukuncintisana.

🥀 Iziteshi zokumaketha ezidijithali: isu leziteshi ezihlukene

Ukumaketha kwamashaneli amaningi, ukumaketha kweziteshi eziningi, ukumaketha kwamashaneli onke, nanoma yiliphi igama olikhethayo, kumayelana nokuxhumana nekhasimende lakho noma ithemba kuwo wonke amashaneli edijithali nakuwo wonke amadivayisi.

Kusukela kubhokisi lokungenayo nezinkundla zokuxhumana kuya kumakhompyutha aphathekayo, amathebulethi nama-smartphone, abathengi banamuhla banyakaza kalula futhi balindele ukuthi ube khona lapho kanye nabo, balethe okusobala nokuhlanganisiwe.

Ukukusiza ukuthi wakhe isu eliyimpumelelo lokumaketha kweziteshi ezihlukene, nazi iziteshi zedijithali ezisetshenziswa kakhulu:

✔️ Ukukhangisa nge-imeyili

Ukumaketha nge-imeyili kungenye yezindlela ezindala futhi ezaziwa kakhulu zokumaketha kwedijithali. Le nqubo isetshenziswa ochwepheshe ku Ukumaketha kwe-B2B kanye ne-B2C. Ngokumaketha nge-imeyili, uqoqa idatha yekhasimende ezindaweni zokuthinta ezihlukahlukene ohambweni lwamakhasimende.

Ngokuhlukanisa lolu lwazi ngokwezigaba, uqonda izintandokazi zamakhasimende akho futhi ekugcineni uthole imvume yokuwangeza ohlwini lwakho lwama-imeyili.

Okuqukethwe kwe-imeyili kungase kuhlanganise ulwazi mayelana nemikhiqizo namasevisi akho, izindaba mayelana nebhizinisi lakho. Ingase futhi iqukathe okunikezwayo okuqondene nawe, ubufakazi bekhasimende, izixhumanisi eziya ezifundweni kanye namanothi ezobuchwepheshe noma ezentengiso.

Inani liyisihluthulelo sokuqinisekisa ukuthi ama-imeyili akho anjalo ivuliwe futhi yafundwa, ayisuswanga ngokushesha. Okuqukethwe komuntu siqu nokunikezwayo okuhambisanayo kuhamba ibanga elide ekuthuthukiseni ukusebenzelana.

Ukuthengisa nge-imeyili kukokubili ubuciko nesayensi. Ama-imeyili akho nezimpahla zedijithali kufanele zibandakanye. Nokho, kufanele kube nebhalansi phakathi kokuthumela ama-imeyili amaningi kakhulu nokungathumeli okwanele.

✔️ Ividiyo yokuthengisa

Ividiyo ingesinye seziteshi zokumaketha ezidijithali enamandla kakhulu etholakalayo. Abantu bayayithanda ividiyo. Babuka amavidiyo ukuze bajabule futhi bacwaninge, futhi babelana ngamavidiyo. Eqinisweni, i-YouTube ibike izibukeli ezixhumene nyanga zonke ezingaphezu kwezigidigidi ezimbili. Abathengi be-B2B nabathengi be-B2C benza izinqumo zokuthenga ngevidiyo.

Ukumaketha ngevidiyo kwakha ukuqwashisa ngomkhiqizo, kukhulisa ithrafikhi yedijithali, futhi kwenyusa amazinga okuguqulwa. Amavidiyo ashumekwe kokuqukethwe kwebhulogi abe isisekelo samasu okumaketha okuqukethwe kwe-B2B kanye ne-B2C iminyaka.

Ukwabelana ngevidiyo kuwukhiye wokuthola amehlo engeziwe kokuqukethwe kwakho. Kungakho uzofuna ukusizakala ngamasayithi ezinkampani zangaphandle, njenge-YouTube, futhi uphromothe amavidiyo kuwebhusayithi yakho kanye neziteshi zenkundla yezokuxhumana. Khuthaza abanye ukuthi babelane ngamavidiyo akho.

Gcina amavidiyo akho emfushane futhi eqondile. Ukunakwa kufushane, ngakho ukhiye uwukuletha okuqukethwe okuhle ngendlela ehehayo.

✔️ Social Media Marketing

Inkundla yezokuxhumana iyindlela enhle yokufinyelela izethameli ezithile, ezihlosiwe futhi uxhumane ngokuqondile namakhasimende, amakhasimende angaba khona, kanye nozakwethu. Inkundla (izi)nkundla zokuxhumana oyisebenzisayo incike ekutheni ufuna ukukhomba bani.

Facebook kuseyinkundla yezokuxhumana enkulu kunazo zonke emhlabeni. I-Twitter isathandwa ngabathengi be-B2B. Nazi izinzuzo zenkundla yezokuxhumana zebhizinisi lakho.

I-Instagram ne-TikTok zithandwa kakhulu ngabathengi benkulungwane yenkulungwane kanye nabakwaGen Z, futhi i-LinkedIn iyindawo enhle yokuxhumana nabathengi be-B2B ezigabeni zokuqala zomjikelezo wokuthenga.

Inkundla ngayinye yezokuxhumana ihlinzeka ngezinhlobo ezahlukene zokuqukethwe, kodwa zonke zigxile kakhulu kuvidiyo/isithombe. Ngakho-ke, lapho udala okuqukethwe, hlala ukhumbula ukuthi ufuna ukukusabalalisa kanjani ezinkundleni zokuxhumana, bese ulungisa ngokufanele.

Izinkundla ezihlukene zizoqhubeka nokuvela, ngakho-ke abakhangisi kumele bahlale bejwayelana namaqhinga okumaketha okudijithali ukuze bathole okuningi endaweni ngayinye etholakalayo.

Isibonelo, TikTok yayingekho ngaphambi kukaSepthemba 2016, futhi namuhla inabasebenzisi abakhuthele kakhulu kune-LinkedIn, Twitter, Pinterest kanye ne-Snapchat. Nazi izimfihlo zokwenza imali ku-TikTok ngo-2021

✔️ I-SMS (i-SMS ne-MMS)

Ngemuva kokumaketha nge-imeyili, ukuthumela imiyalezo yi- indlela eqondile kakhulu ukufinyelela amakhasimende. Kodwa njengenkundla yezokuxhumana, imilayezo kumele ibe mfushane ukuze isebenze. Amathimba okukhangisa angathatha ithuba lezinsiza zemiyalezo emifushane (SMS) okuwumbhalo kuphela noma imilayezo ye-multimedia (MMS) engafaka amavidiyo nama-gif.

✔️ Ukuthengisa okuqukethwe

Le ukumaketha okuqukethwe ikuvumela ukuthi wenze ngendlela oyifisayo indlela yakho kumathemba ahlukene kanye namakhasimende lapho wethula umlayezo wakho. Uma okuqukethwe kwakho kwenziwa kube ngokwakho kakhulu, maningi amathuba okuba kube nentshisekelo, kuhehe, futhi kubambe ukunaka komuntu.

Kodwa-ke, okuqukethwe kwakho kufanele kuhambisane nenhloso kanye nentshisekelo yababukeli bakho. Idinga ukunikeza inani elithile ukuze iqhube ukuzibandakanya nokuguqulwa.

Izinhlobo zokuqukethwe zingabandakanya ikhophi ye-imeyili, amakhasi okufika, i-infographics, ama-e-books, amarekhodi ebhizinisi, izikhangiso zezibhengezo, amavidiyo, imilayezo yombhalo, izikhangiso, izincwadi zezindaba, ukukhishwa kwezindaba, abezindaba, izindatshana, amabhulogi namakhadi okuposa edijithali.

Okuqukethwe kungasetshenziswa (futhi kufanele) kusetshenziswe kuzo zonke iziteshi, kodwa konke okuqukethwe kwakho kufanele kube nezwi nomlayezo ofanayo.

✔️ I-Search Engine Optimization (SEO) kanye ne-Pay-Per-Click (PPC) Ukukhangisa

Isu elihle le-SEO likuvumela ukuthi ube phezulu ekusesheni ezinjinini zokusesha. Leli su likuvumela ukuthi ushayele ithrafikhi kokuqukethwe kwakho. Imiphumela emihle ye-SEO incike kumagama angukhiye kanye nokwenza kahle kwekhasi.

Ukusebenzisa amagama angukhiye aseshiwe kanye namagama angukhiye omsila omude (ngaphezu kwemisho yamagama angu-3) kukho konke okuqukethwe kwakho kwewebhu kuzothuthukisa i-SEO futhi kunikeze ithrafikhi engcono kakhulu nemiphumela yokuguqulwa.

Ukwakha izixhumanisi eziphilayo kusuka emakhasini ezinkampani zangaphandle ezinegunya eliphezulu kungenye indlela yokuthuthukisa izinga lekhasi futhi uqhubekisele amakhasimende angaba khona kokuqukethwe kwakho.

Ukukhangisa kwe-Pay-per-click (PPC) kubandakanya ukukhokhela ukuchofoza ngakunye kusixhumanisi esithile. Izinjini zokusesha kanye nezingosi eziningi zokuxhumana zenhlalo zinikeza amathuba e-PPC. Izikhangiso ze-PPC zizovela kokuphakelayo kwamakhasimende akho okuhlosiwe kanye namakhasimende angaba khona.

Ukumaketha kwenjini yokusesha kuwuhlobo lokukhangisa kwe-PPC okungaba nomthelela omkhulu. Lokhu kuhlanganisa ukukhokha injini yokusesha ukuze ibonise imilayezo yokumaketha (ikhophi) kanye nesixhumanisi esivelele lapho izivakashi zicinga amagama angukhiye athile.

✔️ Ukwakhiwa kwewebhusayithi nokumaketha

Iwebhusayithi yakho imvamisa iyiphuzu lokuqala lokuxhumana okungenzeka amakhasimende abe nalo nebhizinisi lakho kanye nomkhiqizo wakho. Idizayini yewebhu enhle kakhulu ingakhuthaza ukwenziwa kwebhrendi okungaguquki kwazo zonke izimpahla zedijithali.

Lokhu kufanele futhi iwebhusayithi yakho isebenziseka kalula ngezinjini zokusesha, ukuhlinzeka ngolwazi oluhle kakhulu lomsebenzisi kanye nokuthuthukisa izinga lokuguqulwa (ukuchofoza okwengeziwe, ukubhaliswa, njll.).

✔️ Isibonisi sokukhangisa

Abakhangisi bangabonisa izikhangiso ezifanele kumasayithi ezinkampani zangaphandle ukuze bafinyelele amathemba engeziwe. Lezi zikhangiso zingafaka izibhengezo, izindawo zebha eseceleni, izikhangiso zevidiyo kanye nezikhangiso ezisebenzisanayo ezixhumene nenye yamawebhusayithi akho noma amakhasi okubikezela.

✔️ I-Affiliate Marketing

Ama-blogger amaningi kanye nabagqugquzeli bemithombo yezokuxhumana banjalo abadayisi abasebenzisana nabo, njengoba besebenzisa amabhulogi abo nama-akhawunti enkundla yezokuxhumana ukukhuthaza imikhiqizo namasevisi ahlukene. Kuyi-a uhlobo lokumaketha ukusebenza-based.

Abathengisi abasebenzisana nabo bathola ikhomishini yokukhangisa imikhiqizo ethile. Lapho izivakashi namakhasimende amaningi beheha laba bakhangisi, inxusa lizokwenza imali eyengeziwe.

✔️ ukukhangisa

Imidiya yokukhangisa yendabuko ibe nezinguquko zokuzamazama komhlaba eminyakeni embalwa edlule. Ubuchwepheshe buye benza kwaba nokwenzeka ukunikeza abezindaba ezihlosiwe more ukuthenga ezisekelweni ezintsha zikamabonakude ezifana Netflix, Hulu, YouTube nabanye.

Kodwa unganciki kumathelevishini nomsakazo wenethiwekhi, ngoba phezu kwenani elikhulayo lezinye izindlela zokuzijabulisa, abantu basabuka ithelevishini futhi balalele umsakazo.

🥀 Kusebenza kanjani ukumaketha kwedijithali?

Kunezindlela ezimbalwa zokuya kumkhankaso wokumaketha wedijithali. Njengomakethi wedijithali, unamaqhinga anhlobonhlobo, amasu, neziteshi ebhokisini lakho lamathuluzi ezingasetshenziswa ukuxhumana nezithameli zakho.

Ngokuvamile, imikhankaso yokumaketha yedijithali ibandakanya izinyathelo ezimbalwa ezivamile:

✔️ Chaza izinhloso zakho zokumaketha

Ukumaketha ngedijithali kuyinkambu ebanzi kakhulu. Ngakho-ke kubalulekile ukusungula izinjongo zakho ngaphambi kokuqala umkhankaso wokumaketha wedijithali. Isibonelo, uyafuna ukuqwashisa ngomkhiqizo wakho? Thola amakhasimende amasha? Gxila ekugcinweni kwekhasimende nokwethembeka? Ukubeka imigomo kukusiza ukuthi ulungise isu lakho nesabelomali ukuze ukwandise umthelela wakho.

✔️ Khomba izethameli zakho ezihlosiwe

Uzama ukunaka kubani? Imininingwane eminingi onayo mayelana nezethameli ozihlosile (iminyaka, indawo, imali engenayo, njll.), kuzoba lula ukuthola ukuthi ungaxhumana kanjani nazo.

✔️ Khomba iziteshi ezifanele zokumaketha namaqhinga okuthengisa

Manje njengoba usuyazi ukuthi ufuna ukufinyelela bani, udinga ukunquma ukuthi (futhi ngamalini) ufuna ukufinyelela kubo. Ake sithi ungumaketha wedijithali we-B2C ozama ukuxhumana namakhasimende amancane.

Kulokhu, ungabeka isabelomali sakho esithe xaxa ekukhangiseni kwenkundla yezokuxhumana ezinkundleni ezithile kunokuchitha ingxenye enkulu yomzamo wakho (nemali) ekubhulogini.

✔️ Thuthukisa futhi ulungiselele okuqukethwe nemiyalezo esiteshini ngasinye

Hlaziya idatha yakho bese uzama ukuthola okuningi ngangokunokwenzeka mayelana nezithameli zakho. Isibonelo, uma wazi ukuthi amakhasimende akho ancamela ukuphequlula ocingweni lwabo kunekhompuyutha ephathekayo, okuqukethwe abakutholayo kufanele ilungiselelwe ukubukwa kweselula. Kodwa lokho kungase kungenele.

Amakhasimende asebenzisana namabhrendi eziteshini ezihlukahlukene ngendlela engaqondile. Ngakho-ke udinga ukwenza isiqiniseko sokuthi ucezu ngalunye lokuqukethwe linezwi lomkhiqizo elingaguquki kanye nemiyalezo. Ukungaguquguquki kugwema ukudideka mayelana nokuthi uyini umkhiqizo wakho kanye nenani olinikezayo.

✔️ Isilinganiso somkhankaso kuwo wonke amamethrikhi angukhiye

Linganisa amamethrikhi angukhiye futhi uphindaphinde ngokusekelwe kuleyo miphumela. Uma ungakukali ukusebenza kwakho ngokusekelwe kumamethrikhi angukhiye owachaze ngaphambilini, uzokwazi kanjani uma umkhankaso usebenza kahle noma uthuthuka njalo?

Ukulinganisa imiphumela ngokuhamba kwesikhathi kuqinisekisa ukuthi uxhumana namakhasimende, wakhe ukwethembeka, futhi wakhe ukuqwashisa ngomkhiqizo.

🥀 Iluphi uhlobo lokumaketha kwedijithali olungcono kakhulu?

Ukumaketha kwedijithali kusebenza kuwo wonke amabhizinisi nezimboni, kodwa ayikho indlela elingana nosayizi owodwa. Amabhizinisi ahlukene adinga ukusebenzisa amasu edijithali ahlukene ukuze afeze izinhloso zawo. Amasu angcono kakhulu ancike ezintweni eziningana, njenge usayizi, isabelomali, izethameli eziqondiwe kanye nemigomo yebhizinisi wethimba lakho lokumaketha.

Noma kunjalo, amabhizinisi amancane naphakathi ingathuthukisa amasu e-organic SEO. Bangakwazi futhi ukubhanga ngamasu ezinkundla zokuxhumana, imikhankaso yokumaketha nge-imeyili, namashejuli wokubhuloga. Isizathu siwukuthi la maqhinga adinga ukutshalwa kwezimali okuncane.

Amabhizinisi amakhulu bangasebenzisa izinhlelo ezikhokhelwayo ukufeza izinhloso zabo zebhizinisi. Lawa maqhinga angahlanganisa ukuthengisa izimpahla zedijithali, ukukhiqiza ama-webinars/ama-webcast, ukugxila ekukhangiseni okusekelwe ku-akhawunti, kanye nokutshala imali kumidiya ekhokhelwayo noma ukumaketha kwe-PPC.

🥀 I-Digital Marketing vs Digital Media

Ukumaketha kwedijithali isethi yemisebenzi noma amaqhinga. Imidiya yedijithali isho isethi yamafomu, amafomethi nezinkundla ezihlanganisa:

• Ama-imeyili
• I-SMS kanye ne-MMS
• Izaziso zangaphakathi nohlelo/push
• Izinkundla zokuxhumana (Instagram, TikTok, LinkedIn, Facebook, Snapchat, Twitter, Pinterest)
• Umsindo (Spotify, Pandora, Apple Music)
• Ukukhangisa kwedijithali (izikhangiso zezibhengezo, izikhangiso eziqhamukayo)
• Ividiyo (YouTube, Netflix, Hulu)

Abakhangisi bedijithali basebenzisa imidiya yedijithali ukuxhumana namakhasimende. Ngamanye amazwi, ukumaketha kwedijithali yisu futhi imidiya yedijithali iyindlela.

🥀 Ukumaketha Kwedijithali vs Ukumaketha Kwe-inthanethi

Ukumaketha kwedijithali futhi ukumaketha nge-inthanethi kuhluke kancane, nakuba kukhona ukunqwabelana phakathi kwakho kokubili. Isho iqoqo lemisebenzi namaqhinga asebenzisa amashaneli emidiya yedijithali.

ukumaketha kwe-inthanethi iyingxenye yokuthengisa yedijithali. Idinga i-inthanethi ukuze ixhume kubaqondisi. Zonke izinhlobo zokumaketha nge-inthanethi ziyi-digital marketing, kodwa akuzona zonke izinhlobo zokumaketha kwedijithali eziwukumaketha nge-inthanethi.

Isibonelo, Izikhangiso ze-TV, amabhodi edijithali, izikhangiso zomsakazo, nemiyalezo yombhalo (SMS) ziwela ngaphansi kokumaketha kwedijithali, kodwa hhayi ukumaketha kwe-inthanethi.

🥀 I-Digital Marketing vs. Inbound Marketing

Uma kuqhathaniswa nokumaketha kwedijithali, ukumaketha kwangaphakathi ingaphezu kwesu elihlangene elakhiwe amaqhinga athile okuthengisa edijithali asetshenziselwa ukuzama nokuletha amakhasimende angaba khona kokuqukethwe/impahla yedijithali okunikezwayo.

Ukumaketha kwangaphakathi kuqhutshwa ngamamethrikhi kakhulu, okugxile ekungeniseni amakhasimende ngaphakathi bese kuwaphusha kufaneli yokuthengisa, ekugcineni kukhiqize abaphambili abafanelekayo nokuguqulwa.

🥀 Iqhaza lokumaketha kwedijithali ku-B2B naku-B2C

Umgomo omkhulu wokumaketha kwedijithali ukushayela ikhasimende noma umthengi ekuthengeni. Ivumela i-B2B ne-B2C amaqembu okumaketha ukuthi azibandakanye nezithameli ezibanzi kunalokho okungenzeka ngamaqhinga okuthengisa endabuko. Bangaphinde baqondise amakhasimende angaba khona afaneleka kakhulu, bakhulise i-ROI yokumaketha.

✔️ I-Business to Business (B2B) I-Digital Marketing

Umgomo oyinhloko wokumaketha kwedijithali kwe-B2B ukushayela umkhondo wekhwalithi ephezulu emaqenjini okuthengisa e-B2B, ukuqinisekisa amazinga aphezulu okuguqulwa. Imijikelezo yokuthenga ye-B2B ivamise ukuba yinde ngoba imikhiqizo/izinkonzo ziyinkimbinkimbi kakhulu, ziyabiza futhi zidinga ukubandakanyeka kwabantu abaningi.

Isibonelo, umkhiqizo ofanayo ungase udayiswe ezimbonini noma ezindaweni eziqondile, futhi i-akhawunti ngayinye izoba nababambiqhaza abahlukene abavame ukuhlanganyela eziteshini eziningi. Izinga lokuxhumanisa elidingekayo phakathi kwemigqa yebhizinisi liphezulu.

Iziteshi ezijwayelekile ezisetshenziswa amaqembu okuthengisa edijithali e-B2B zigxile ebhizinisini, njenge-imeyili, ukusakazwa kwewebhu, ividiyo, i-LinkedIn, ne-Twitter.

✔️ Ibhizinisi-kuya-kubathengi (B2C) ukumaketha kwedijithali

Inhloso eyinhloko Ukumaketha kwedijithali kwe-B2C kumayelana nokwenza amakhasimende angahle namakhasimende athole futhi axhumane nomkhiqizo wakho ngokwandisa ithrafikhi yewebhusayithi yakho nokukhulisa ukubonakala kokuqukethwe kwakho.

Amaqembu okuthengisa edijithali e-B2C kufanele akhethe amashaneli agxile kubathengi, lapho abathengi be-B2C bengase bathole futhi bahlanganyele nomkhiqizo wakho.

🥀 Ikusasa lokumaketha kwedijithali

Konke kwaqala ngeselula, okube nomthelela omkhulu ekukhangiseni kwedijithali. Ukuziphatha kwabathengi kushintshile ngokuhamba kwesikhathi. Amakhasimende manje alindele okwengeziwe kumikhiqizo yawo, futhi izikhathi ezincane zibalulekile.

Uyini umzuzu omncane? Imayelana nokuxhumana nomthengi nomkhiqizo ngokuthinta inkinobho nangesikhathi sangempela. Inselele yabakhangisi bedijithali manje ukuphambana nabantu ngezikhathi ezincane ngemilayezo efanele yokumaketha enezela ezimpilweni zabo kunokubaphazamisa.

Amakhasimende manje alindele isipiliyoni esiyingqayizivele, esixhumene futhi esingenamthungo kuzo zonke iziteshi kanye nokwaneliseka okusheshayo. Unesikhashana esincane nje sokudonsa ukunaka kwabo futhi ukubambe ngomlayezo oqinile kanye nolwazi olujabulisayo, olubandakanyayo.

Uma ungenjalo, bazodlulela emnikelweni olandelayo. Lokhu kwenze izindlela zakudala zokumaketha zaphelelwa yisikhathi. Abakhangisi besimanje kumele bathathe indlela yeselula yokuqala nezithameli zabo zomhlaba.

🥀 Izenzo umaketha wedijithali

Yamukela i-mindset eqhutshwa idatha. Ukuba nedatha eyengeziwe kanye nokusebenzisa kangcono idatha onayo kuzokuvumela ukuthi uqonde kangcono amakhasimende futhi ulindele izidingo zabo futhi ungachithi ngisho nesiqephu esincane sesikhathi sabo.

Phusha i-automation ne-intelligence phezulu. Uzodinga ukumaketha okuzenzakalelayo ukuze uthwebule amanani amakhulu wedatha futhi unikeze amakhasimende ngesikhathi sangempela.

Tphatha ikhasimende ngalinye ngendlela ehlukile, ngendlela ehlukile futhi efanele. Udinga ukusebenzisa ubuhlakani obuthola ezikhathini ezincane futhi uzihlanganise ukuze uthole isithombe esigcwele sekhasimende lakho. Lena yindlela odala ngayo ukuzizwisa okuxhumeke kakhulu.

Yamukela i-omnichannel fluidity. Kufanele ulungele ukuxhumana namakhasimende kunoma yisiphi isiteshi ngesikhathi sangempela futhi uwalandele uma esuka kwesinye isiteshi aye kwesinye.

🥀 Amamethrikhi wokumaketha wedijithali angcono kakhulu

Lezi zinkomba ziyidatha evezwa ngezinombolo futhi isetshenziselwa ukukala, ukuqhathanisa nokuhlola ukusebenza kwezenzo ezithile zokumaketha ku-inthanethi. Ngamanye amazwi, zingamamethrikhi okuthengisa ayiqiniso aphendula umbuzo wokuthi ungawukala kanjani umkhankaso wokumaketha wedijithali.

Lawa mamethrikhi noma izinkomba zizositshela ukuthi siyazifinyelela noma cha izinjongo zamasu emikhankaso yethu futhi zaziwa ngokuthi ama-KPI, (Izinkomba Zokusebenza Ezibalulekile). Zisivumela ukuthi silinganise ngokunembile futhi ngokushesha ukuthi kwenzekani.

Uma ufuna ukwazi okwengeziwe ngama-KPI, sincoma lo mhlahlandlela kuma-KPI lapho uzoqonda ngokugcwele ukuthi ungayikhetha kanjani imethrikhi eyodwa noma enye ukukala umsebenzi wakho.

✔️ Izibonelo zamamethrikhi ku-Digital Marketing

Njengoba sishilo ekuqaleni kwalesi sihloko, amamethrikhi owakhethayo azoncika eziteshini zakho zokumaketha othola kuzo futhi ube nomthelela kumakhasimende akho angaba khona.

Uma ibhizinisi lakho liku-inthanethi, kungenzeka ukuthi unezimpahla zedijithali njengewebhusayithi, inkundla yezokuxhumana, nemikhankaso ekhokhelwayo eziteshini ezahlukahlukene. Kungakho sizobuyekeza ama-KPIs okumaketha edijithali alawa mashaneli esiwashilo.

Ukuze uqondise kahle isihloko, kufanele uhlukanise izinhlobo ezidume kakhulu zamamethrikhi:

Amamethrikhi ethrafikhi yewebhu : Ahlobene nokusebenza kwewebhusayithi yakho futhi abonisa izici ezinjengokuvakasha, abasebenzisi, ukubukwa kwamakhasi noma izinga lokugxuma.

Amamethrikhi we-PPC. Baxhumanisa ukutshalwa kwezimali okwenziwe ohlotsheni oluthile lokukhangisa ku-inthanethi nemiphumela etholiwe. Lena indaba ye-CPC noma izindleko ngokuchofoza ngakunye, i-CTR nezinga lokuguqulwa.

Amamethrikhi enethiwekhi yokuxhumana nomphakathi noma ezokuxhumana. Axhumene nemikhankaso yezokuxhumana kanye nokuqukethwe okukhiqizwa ezinkundleni zokuxhumana. Sikhuluma, phakathi kwezinye izinto, ngezinga lokwabelana, izinga lokukhula, i-virality coefficient kanye nokuxhumana.

Ezinye izinhlobo zifaka i-SEO Metrics, I-Inbound Marketing Metrics, ukumaketha nge-imeyili, Amamethrikhi ezikhangiso ze-Google, amamethrikhi e-e-commerce, njll.

✔️ Imigomo ehlakaniphile

Ngaphambi kokukhuluma ngokujulile mayelana nezinkomba zokumaketha kwedijithali, kuyadingeka ukuqonda isixhumanisi abanaso nezinjongo. Izinkomba noma ama-KPI akwenza kube nokwenzeka ukukala ukuthi sihamba ngendlela efanele yini, kodwa kuphi?

Yilapho izinjongo zamasu zingena khona. Sizoba nezinhloso eziphelele ngaphakathi kwenkampani yethu kanye nezinjongo zomnyango. Kunoma ikuphi, imigomo ivamise ukuboshelwa ekuthuthukiseni amamethrikhi kanye nokuthola umphumela omkhulu ongakhona.

Kodwa-ke, ukwakhiwa kwezinjongo kubaluleke kakhulu njengenhloso ngokwayo. Sizokwenza kanjani? Ukulandela i- Indlela ye-SMART. I-SMART isifinyezo sochungechunge lwezimpawu izinhloso zethu okufanele zihlangabezane nazo ukuze zakhiwe ngendlela efanele:

• Sethize noma ethize
• Melinganisekayo noma elinganisekayo
• Rokufinyelelekayo noma okufinyelelekayo
• Rokungokoqobo noma okungokoqobo
• Timel futhi ngesikhathi u

Uma ufuna ukwazi okwengeziwe ngokuthi iyini imigomo ye-SMART nokuthi ungazakha kanjani, lapha ngikushiyela isihloko sethu ngale ndaba.

🥀 I-15 Key Digital Marketing Metrics

Ngemva kokubona lawa maphuzu okuqala kumamethrikhi nezinjongo Zokumaketha, sizohlaziya amamethrikhi ngamunye ngamunye ahlukene kanye nokubaluleka kwawo ukuze silinganise izenzo zakho Zokumaketha.

✔️ Inombolo yokuvakasha kuwebhusayithi yakho

Lesi silinganiso sezithameli sisho inombolo yezikhathi iwebhusayithi yakho evakashelwe ngayo abasebenzisi. Lapha sidinga ukuhlukanisa inombolo yabasebenzisi abavakashela ikhasi nenani lokubukwa kwekhasi. Ngempela, singakwazi Abasebenzisi abayi-1 abavakashela amakhasi ama-000 lilinye, okungasinika ingqikithi 2 ukubukwa kwamakhasi.

Endabeni yamaseshini, singasho ukuthi inani lokusebenzelana abasebenzisi abanalo newebhusayithi yakho. Singasho ukuthi kuba njalo lapho umsebenzisi ehlala phansi ukuze avakashele ikhasi lakho, ekwazi ukubona ikhasi elingu-1 noma ngaphezulu ngokulandelana.

Ngokwazi inani lezikhathi kanye nenani lokubukwa kwekhasi okuphelele, singakwazi ukubala ukubukwa kwekhasi ngeseshini ngayinye. Ungakala konke lokhu ku-Google Analytics

Lawa amamethrikhi ethrafikhi yewebhu ayinhloko futhi okujabulisayo ukuthi ukala ukuthi ashintsha kanjani ngokuhamba kwesikhathi futhi ukuqhathanise nezinye izikhathi zangaphambilini. Ngaphezu kwalokho, izokuvumela ukuthi ulinganise umthelela wezenzo ezihlukene zokumaketha ozenzayo kuthrafikhi yewebhu.

✔️ Inombolo namaphesenti ezivakashi

Indlela enhle yokulinganisa ukuthi abasebenzisi bayathanda okuqukethwe kwakho noma inkundla bala i-% yabasebenzisi ababuyayo. Ngamanye amazwi, sidinga ukuhlukanisa phakathi kwezivakashi ezintsha nezivakashi ezibuyayo. Singase futhi silinganise lokhu ku-Google Analytics futhi sihlaziye/siqhathanise izikhathi ezihlukene

Ekukhangiseni, udinga ukuba nento eyodwa ecacile, ukuthuthukisa ukugcinwa komsebenzisi kulula kunokuzama ukuheha abasebenzisi abasha ekhasini lakho noma isevisi.

✔️ Isikhathi esichithwe kuwebhusayithi

Singakanani isikhathi abasebenzisi be-inthanethi abasichitha, ngokwesilinganiso, kusayithi lakho nasezigabeni zayo? Lesi yinkomba enhle yokuthi uhlangabezana kanjani nalokho abakulindele futhi ubanikeze lokho abakufunayo.

Kusivumela ukuthi sithuthukise okuqukethwe ukuze sanelise izethameli, sihlaziye ukuthi yikuphi okuqukethwe okukhunjulwa kakhulu futhi kwandise ukusebenza kwamasu ethu.

✔️ Isilinganiso sokuphindaphinda

Inkomba esondelene kakhulu nemethrikhi yangaphambilini ibala iphesenti labasebenzisi abangena ekhasini lakho futhi bashiye iwebhusayithi yakho ngekhasi elifanayo abafike ngalo ngaphandle kokuxhumana nalo. Ngamanye amazwi, iyiphi i-% yabasebenzisi abayishiya ngokuqondile. Ungakwazi futhi ukuyikala ukusuka kudeshibhodi yakho -Google Analytics.

Kubalulekile ukuthi ucabangele ukuthi ukuyiphi imboni ukuze wenze izibalo ezanele. Udinga ukuziqhathanisa nedatha evela kubancintisana nabo embonini yakho efanayo ukuze ube namabhentshimakhi angokoqobo. Isibonelo, endabeni yamabhulogi, izinga lokugxuma liphezulu kakhulu (80–90%) ekhasini lesevisi kuphela (10-30%).

✔️ Izithameli ngendawo enethonya

Ibala iphesenti lokuvakasha okuvela emazweni ahlukene noma amadolobha, okusisiza ukuthi sichaze i-geolocation yamakhasimende ethu angaba khona.

Ukwazi ukuthi yimaphi amazwe ukuvakasha kwewebhusayithi yakho okuvela kuwo kuyisu elibalulekile ngoba kuzokuvumela ukuthi uqhubeke wenze okuqukethwe kube ngokwakho ngokuya kwesikhathi nezinhlelo zezithameli zakho ozihlosile.

✔️ Izithameli ngokweminyaka nangobulili

Kulokhu, kukuvumela ukuthi ubone ukuthi yimaphi amaphesenti amadoda nabesifazane abavakashela isayithi lakho nokuthi kwenzekani ukuhlukana kweminyaka. Kuwusizo kakhulu ukukhomba uhlelo lokumaketha ku-inthanethi.

Njengasesimeni sangaphambilini, ukwazi imininingwane yabantu efana neminyaka nobulili bezithameli zakho kuzokuvumela ukuthi wakhe kangcono eyakho umthengi persona. Ukwazi le datha kuzokusiza ukuthi uqonde izinkinga, izifiso nezisusa zabasebenzisi bakho futhi wenze kube ngokwakho kangcono okuqukethwe kwakho noma imilayezo yezentengiso.

✔️ Izithakazelo kanye nezihlobo zabavakashi

Uyazi ukuthi izethameli zakho zifunani nokuthi zithandani? Ingabe uyazi ukuthi ungayenza kanjani kangcono imikhiqizo yakho namasevisi kubasebenzisi bakho? Uma sikwazi ukuxhumanisa imikhiqizo yethu nezintshisekelo ezithandwa ngababukeli bethu, sizothola imikhiqizo eqondene nawe kakhulu ngakho-ke nokuguqulwa okungcono.

Ukuze wenze lokhu, kuphaneli yakho ye-Google Analytics uzokwazi ukwazi izinto ozithakaselayo kanye nezigaba zokuhlobana zababukeli bakho. Lokhu akukuvumeli kuphela ukuthi uthuthukise umkhiqizo wakho, kodwa futhi ucwenge iziteshi zakho zokusabalalisa.

Uma izethameli zakho zithanda amamuvi, kungani ungakhangisi ezinkundleni zokusakaza noma kumathikithi e-raffle? Amathuba lapha awanamkhawulo!

✔️ Ukuvakashelwa ngamadivayisi

Siphinde sinentshisekelo yokwazi ukuthi yiziphi izisetshenziswa abafinyelela kuzo okuqukethwe: ama-smartphone, amakhompyutha, amaphilisi ... Ngisho noma umklamo kufanele uhlale usabela, uma kukhona umehluko omkhulu kuzodingeka uthuthukise, ngaphezu kwakho konke, lezo ezikhiqiza ukugeleza kwezithameli eziningi.

Iningi lethrafikhi yewebhu namuhla livela kumadivayisi eselula, ngakho-ke noma ngabe iliphi isu lakho, udinga ukugxila kulwazi lokuqala lweselula ukuze wenze ukuphequlula kweselula kujabulise.

✔️ Ukuguqulwa kokuvakasha

Uma sifuna ukukhulisa ithrafikhi yewebhusayithi yethu, siwukwandisa imiphumela (ukulanda, ukubhaliswa, ukuthengisa, ukwenziwa kusebenze okubhaliselwe, ukubukwa kwamavidiyo, njll.).

Ngalokhu kuzodingeka sihlele izinjongo zethu ngaphakathi kweplathifomu yethu yokulinganisa ukuze sibe nokulandelela izinjongo ukuze singalahlekelwa ukugxila. Uzokwazi ukusetha imigomo yokukala imali engenayo, ukutholwa, ukubuka, nokusebenzisana komsebenzisi.

✔️ Izigaba zefaneli yokuguqulwa

Ngokuvamile, ingxenye enkulu yokuthenga ayenziwa ngokuqondile. Ngamanye amazwi, umkhiqizo wakho kuzodingeka ushaye umsebenzisi ngokuphindaphindiwe ukuze uthenge kuwe. Ngakho-ke kuyadingeka ukwazi ukuthi uluhlonza kanjani uhambo noma imephu yohambo lwekhasimende lekhasimende lakho kanye nefaneli noma ifaneli oyiklamile ukuze ifanelekele ukudayiswa.

Kuthiwani uma unenqwaba yabaqondisi kodwa ungakwazi ukuyiguqulela ekuthengisweni? Ingabe ngidinga abaqondisi abaningi? Ingabe kufanele ngithuthukise ikhasi lami lokuthengisa? Ingabe ngidinga ukudala isinyathelo sokufaneleka esimaphakathi njenge-webinar noma i-ebook elandekayo?

Lolu uhlobo lwemibuzo oluzokusiza ukuxazulula ifaneli noma ifaneli yakho. Uma usuhlonze le faneli, kuzoba lula kakhulu ukuhlonza izingqinamba nokuthuthukisa ukuguqulwa.

✔️ Imibono, imibono kanye nezincomo

Umuntu uyisilwane esihlala nabantu futhi kufanele wazi ukuthi ungawabona kanjani amathuba lesi simo esikunikeza wona. Sizizwa siphephe kakhudlwana ukuthenga imikhiqizo noma amasevisi esikunconyelwe abangani noma abantu esibaziyo futhi ungayisebenzisela iwebhusayithi yakho. Lokhu kubizwa ngokuthi ubufakazi bomphakathi noma ubufakazi bomphakathi.

Imethrikhi lapha izoba i-% yobufakazi noma imibono emihle mayelana nomkhiqizo noma isevisi yakho. Ungasebenzisa futhi inkomba yokwaneliseka njenge-NPS.

Uma le datha ibaluleke kakhulu, sizokhiqiza intshisekelo eyengeziwe nedumela elibi. Kuyinkomba enhle kakhulu yokuqondisa okuqukethwe.

✔️ Umsuka wokuvakasha

Kukuziphi iziteshi abasebenzisi abafinyelela kuzo ukuxhumana kwethu: amanethiwekhi omphakathi, i-SEO, i-SEM, ukufinyelela okuqondile, amanye amawebhusayithi…?

Ungazikhomba kuphaneli yakho ye-Google Analytics ukuze ugqamise iziteshi ezikulethela ithrafikhi eningi futhi uzame ukuthuthukisa amasu uma ukusebenza kwakho kuphansi.

✔️ Ukusebenza komkhankaso

Bahlola impumelelo noma ukwehluleka kwezenzo zokuxhumana ezenziwa, isibonelo ku I-Google Adwords.

Ukuze uhlaziye kangcono ukusebenza kwemikhankaso yakho, sincoma lesi sihloko ekulungiseleleni imikhankaso yezikhangiso ze-Google.

✔️ Ukubuyisa imali

Inquma ukuthi imali echithwa emikhankasweni ikhiqiza kangakanani imiphumela emihle ngembuyiselo yezomnotho, okusivumela ukuba siqhathanise ukuthi yimiphi imikhankaso enenzuzo kakhulu noma ephumelelayo nokuthi yimiphi okufanele siyiqede.

✔️ Ukuguqulwa ngesiteshi

Bala futhi uqhathanise ukuthi bangaki abasebenzisi abafinyelele imigomo yethu esiteshini ngasinye esisetshenzisiwe, kungakhathaliseki ukuthi inkundla yezokuxhumana, i-SEO, i-Adwords, ibhulogi nanoma iyiphi enye.

🥀Amathiphu emikhankaso eyimpumelelo yokuthengisa yedijithali

Zibekele imigomo ethile. Kungakhathaliseki ukuthi ikhiqiza izivakashi ezihlukile, ukuthengisa noma umkhondo ofanelekayo, chaza ama-KPI acacile phezulu nomfula ukuze ukwazi ukukala ukusebenza kwemikhankaso yakho. Lokhu isinyathelo sibalulekile ukuthuthukisa isu lakho.

Khomba ngokucacile ubuntu bakho, ikhasimende lakho elifanelekile. Ngokuqonda kahle abakulindele, uzodala okuqukethwe okufanelana ngempela nemilayezo ezobandakanya okuhlosiwe.

Thanda indlela yokusebenzisa iziteshi eziningi. Ngokuhlanganisa, isibonelo, amanethiwekhi omphakathi, isibonisi, i-imeyili kanye nereferensi yemvelo, uzofinyelela izethameli zakho ezigabeni ezihlukene zohambo lwazo lwamakhasimende. Lelisu likhulisa imiphumela.

Linganisa futhi uhlaziye idatha yakho ngokuqhubekayo usebenzisa amathuluzi okulandelela anamandla. Bazokuvumela ukuthi ukhombe ama-levers asebenza kahle kakhulu ukuze ulungise uhlelo lwakho lokusebenza futhi wandise izinzuzo zakho ekutshalweni kwezimali.

Gxila ekubukeni okunomthelela nokuqukethwe kwekhwalithi ukuze uthuthukise izinga lakho lokuzibandakanya. Ukukopisha okuhle, amavidiyo, izithombe... dala ukuze wenze inzuzo.

Hlola umkhankaso ngamunye ngaphambi kokuthunyelwa ngobuningi ukuze uqhathanise imiphumela futhi usebenzise izinqubo ezingcono kakhulu ezikhonjwe ngalesi sigaba sokufunda. Yenza ngokuzenzakalelayo izenzo eziningi ngangokunokwenzeka ukuze ugxilise amaqembu akho emisebenzini enenani eliphakeme futhi uthole ukusebenza kahle kumkhankaso ngamunye.

🥀 Ngokufingqa

Ekupheleni kokuhlaziywa kwethu, kuyacaca ukuthi ukumaketha kwedijithali manje sekuzenzakalela njengomsebenzi wamasu ngokwawo ngaphakathi kwezinkampani. Ukuphatha kwayo sekubalulekile kunoma yiluphi uhlobo lwenhlangano efisa ukuthuthukisa ubukhona bayo ku-inthanethi futhi ithuthukise ubudlelwano bayo namakhasimende.

Kungakhathaliseki ukuthi isebenzisa amathuluzi ezobuchwepheshe alungile, ihlaziya idatha ngemininingwane noma ikhiqiza okuqukethwe okuheha kakhulu, amakhono adingekayo maningi. Kodwa kungale ntengo lapho iminyango yezokuthengisa izophumelela ekuqedeni ngempumelelo ukufuduka kwayo kwedijithali.

Okungaphezu kokusekelwa okulula, ukumaketha kwedijithali kumele kukwazi ukungena kuzo zonke izinkonzo futhi kuchelele isiko lenkampani. Umsebenzi wayo ukubeka ikhasimende ekugcineni esikhungweni sezinhlelo zokuliqinisekisa ulwazi olungcono kakhulu kulo lonke uhambo lwalo.

Ngaphandle kokungabaza, iminyaka ezayo izoqinisekisa lo mkhuba obalulekile mayelana namasu okuthengisa "digital-kuqala“, njengoba amathemba anikezwayo ebonakala ethembisa mayelana nokuqanjwa kabusha nokusebenza kwebhizinisi.

ngiyabonga ukwethemba kwakho