Marketing kwangaphakathi Kuyindlela yokumaketha ehlose ukuheha amakhasimende ngokwenza okuqukethwe nokuxhumana okuwusizo nokufanele. Ngefayela le- Marketing kwangaphakathi ngamakhasimende athola imikhiqizo ngeziteshi ezifana nezinjini zokusesha, imithombo yezokuxhumana noma amabhulogi.
Kuyini ukumaketha okungenayo?
Ngokungafani Ukumaketha Okuphumayo, the Marketing kwangaphakathi Akudingeki ulwele ukunakwa kwamakhasimende angaba khona ngokuphazamisa impilo yawo yansuku zonke. Ngokudala okuqukethwe okuklanyelwe ukubhekana nezinkingaNgokuqonda izidingo zezilaleli zayo eziqondiwe, i-Inbound Marketing idonsela amakhasimende angaba khona futhi idale ukwethenjwa nokuthembeka okomkhiqizo.
Kuyindlela yokwenza izinto engaphazamisi Ihambisana nomsebenzisi kusukela ngesikhathi ebona isidingo aze abe ikhasimende, futhi kamuva, abe ngumgqugquzeli. Ukuze kufezwe lokhu, ihlangana ngendlela ehlelekile I-SEO, ukumaketha kokuqukethwe, ukuzenzekela, imithombo yezokuxhumana, ukumaketha nge-imeyili, ukuhlaziya, kanye nolwazi lomsebenzisi.
Indlela Yokumaketha Yangaphakathi
La Indlela yezentengiso engaphakathi Kusekelwe ezenzweni ezine eziyinhloko: Khanga, Guqula, Vala futhi UthakatheLezi yizenzo okufanele zonke izinkampani nemikhiqizo zizenze ukuze zihehe izivakashi, amakhasimende angaba khona, kanye nabagqugquzeli. Ukuze benze lezi zenzo, imikhiqizo kufanele isebenzise amathuluzi athile kumuntu ngamunye, yize amaningi awo angasetshenziswa ezigabeni ezahlukene zendlela yokusebenza.
Ngaphezu kwalokho, le ndlela ingaqondwa kokubili ngesimo se- i-funnel yakudala (TOFU, MOFU, BOFU) njengoba kunjalo ngesimo flywheellapho ikhasimende liphakathi nendawo futhi isondo liphenduka njalo ngenxa yezigaba zokukhanga, ukuxhumana kanye nenjabulo.
Khanga
Asifuni nje noma yiluphi uhlobo lwethrafikhi, kodwa ithrafikhi efaneleOkusho ukuthi, abantu abanamathuba amaningi okuba amakhasimende angaba khona futhi ekugcineni, amakhasimende ajabule. Ukuze kukhange izivakashi, amathuluzi nezinsizakusebenza ezifana nalezi ezilandelayo zingasetshenziswa: ukubloga, i-SEO, amakhasi ewebhu alungiselelwe, okuqukethwe okulandwayo, kanye nokuthunyelwe kwezokuxhumana.
Amasu okuheha asekelwe ku okuqukethwe okuwusizo nokubekwe kahleIziqondiso ezisebenzayo, izihloko eziphendula imibuzo evame ukubuzwa, amavidiyo achazayo, ama-infographic, ama-podcast, izindaba zempumelelo, noma izinsiza ezingalandwa njengezincwadi zama-ebook kanye nohlu lokuhlola. Lokhu okuqukethwe kumele kuhambisane ne- amagama angukhiye kanye nenhloso yokusesha ngobuntu bakho bomthengi, ukuze uvele lapho umsebenzisi ebuza imibuzo yakhe ezinjinini zokusesha noma ngabasizi bezwi.
Guqula
Uma izivakashi sezikhangwa, isinyathelo esilandelayo baguqule babe amakhasimende angaba khona ngokuqoqwa kolwazi lokuxhumana. Amanye amathuluzi adingekayo ukuguqula izivakashi zibe amakhasimende angaba khona afaka phakathi amafomu, izingcingo esenzweni (ama-CTA), amakhasi okufikela, kanye nokuphathwa koxhumana nabo ku-CRM.
Kulesi sigaba, okulandelayo kusetshenziswa: value okunikezwayo njengeziqondiso ezingalandwa, ama-webinar, ama-demo, noma izivivinyo zamahhala ukuze uthole idatha yomsebenzisi. Kuyisihluthulelo sokulinganisela inani lolwazi oluceliwe ngenani lesipho sokunciphisa ukungezwani nokukhulisa izinga lokuguqulwa.
vala
Akwanele ukuheha izivakashi nokuziguqula zibe amakhasimende angaba khona, kubalulekile baguqule babe amakhasimendeUkufeza lokhu kudinga amathuluzi okumaketha nokuthengisa akuvumela ukuthi usebenze nalaba bantu abaholayo ngesikhathi esifanele. I-CRM, imibiko, i-imeyili, ukuthola amaphuzu aphezulu, ukukhulisa amazinga aphezulu, kanye nokwenza okuzenzakalelayo kokumaketha Bangasiza ekuboneni ukuthi yibaphi oxhumana nabo abakulungele ukuthenga nokuthi yimiphi imiyalezo okudingeka bayithole.
Ukuvalwa kuncike ku- Ukuxhumana okuseduze phakathi kokumaketha nokuthengisa (ukumaketha), ukuchaza izindlela ezicacile zokudlulisela amakhasimende afanelekayo eqenjini lokuthengisa kanye nokuklama izindlela zokulandelela ezinikeza izixazululo, hhayi nje izimpikiswano zokuthengisa.
Ukuthandana
Lokhu kuhlobene nikeza okuqukethwe okumangalisayo kubasebenzisi, kungakhathaliseki ukuthi bayizivakashi, amakhasimende angaba khona, noma amakhasimende akhona. Amanye amathuluzi angasetshenziswa "ukuzuza" amakhasimende afaka phakathi Ucwaningo, ukubizelwa esenzweni okuhlakaniphile, okuqukethwe okuguquguqukayo okusekelwe ekuziphatheni (okuqukethwe okuhlakaniphile), izinhlelo zokwethembeka, kanye nokuqapha okusebenzayo kwezokuxhumana.
Lesi sici sibaluleke kakhulu ngoba uma okuqukethwe okufanele kudalwa, kudonsela izivakashi ezifanele, ezibe seziba ngabaholi, bese laba baba amakhasimende nabagqugquzeli. Izenzo ezifana nalezi: Ama-imeyili enziwe ngokwezifiso ngemva kokuthengisa, izimemo ze-webinar ezikhethekile, ukwesekwa okusebenzayo ngama-chatbots noma izinhlolovo zokwaneliseka Ziqinisa ubudlelwano besikhathi eside futhi zandisa amazwi amahle ngomlomo.
Ukudalwa nokusabalalisa okuqukethwe ku-Inbound Marketing
Lesi sigaba se- Indlela yezentengiso engaphakathi kudinga ukudalwa okuqukethwe okuthile okuphendula imibuzo nezidingo ulwazi oluyisisekelo mayelana namakhasimende angaba khona. Uma selutholakele, lokhu okuqukethwe kufanele kwabelwane ngakho nawo wonke umuntu ngokusebenzisa iziteshi ezifanele kakhulu zomuntu ngamunye othengayo.
Amanye amafomethi avamile yile:
- izihloko zebhulogi Izimpendulo ezilungiselelwe i-SEO zemibuzo ethile.
- Ama-e-book, iziqondiso kanye namaphepha amhlophe ezigxila kakhulu esihlokweni futhi zisebenza njengezimpahla zokuguqulwa.
- Amavidiyo nama-webinars ezichaza izinqubo, zibonisa ama-demo, noma ziphendula imibuzo evame ukubuzwa.
- Ama-infographics kanye nohlu lokuhlola ukufingqa ulwazi oluyinkimbinkimbi ngokubona.
- Amaphephandatshana hlala njalo ukuze ulondoloze ukuxhumana nokukhulisa ubudlelwano namakhasimende akho.
Ukusatshalaliswa akugcini kubhulogi kuphela: kufaka phakathi imithombo yezokuxhumana, ukumaketha nge-imeyili, i-SEO, imikhankaso ye-PPC kanye nokusebenzisana nabantu besithathu. Umgomo uwukuba okuqukethwe kufinyelele kumuntu ofanele, ngesikhathi esifanele, kanye nasesiteshini lapho bethanda ukuxhumana khona.
Umjikelezo wempilo yokumaketha kanye nokumaketha okungenayo
Abagqugquzeli abaveli ngokuzumayo; baqala njengoba abafokazi futhi besuka lapho bayakhuphuka ukuze babe izivakashi, abaqondisi, amathuba, amakhasimende, kanye nabavangeli yomkhiqizo. Izenzo ezithile namathuluzi angenayo asiza ukuguqula labo bantu abangabazi babe abagqugquzeli.
Isigaba ngasinye somjikelezo wokuphila sidinga uhlobo oluhlukile lokuqukethwe kanye nokusebenzisanaEzigabeni zokuqala, okuqukethwe kwezemfundo nokutholakele kuyagqama; ezigabeni eziphakathi, ukuqhathanisa, izindaba zempumelelo kanye nemiboniso; ezigabeni zokugcina, izivivinyo zamahhala, okunikezwayo okwenziwe ngezifiso kanye nokusekelwa okuseduze okuvela ekuthengisweni kanye nensizakalo yamakhasimende.
Ukwenza kube ngokwakho ekukhangiseni okungenayo
Kulesi sigaba se- Marketing kwangaphakathi Izinkampani kumele zivumelanise okuqukethwe kwazo ukuze kuhambisane izifiso nezidingo zabantu ababukele. Njengoba imikhiqizo ifunda kabanzi ngamakhasimende ayo angaba khona, ekugcineni ikwazi kangcono ukwenza imiyalezo yayo ibe ngeyakho ngokusekelwe ezidingweni ezithile zamakhasimende ayo.
Namuhla, ukwenza kube ngokwakho kudlulela ngalé kokufaka igama ku-imeyili. Ngenxa yokusetshenziswa kwe- idatha, ukuhlaziya kanye nobuhlakani bokwenziwa kungenzeka:
- Khombisa okuqukethwe okunamandla ku-inthanethi ngokuya ngomkhakha, izwe noma umlando wokuphequlula.
- Enviar ukulandelana okuzenzakalelayo ama-imeyili aklanyelwe ukuziphatha komsebenzisi.
- Lungisa isikhathi kanye nomzila wokuxhumana (i-imeyili, ingxoxo, izinkundla zokuxhumana, ucingo) ngokwezintandokazi zomholi.
- Ukuncoma imikhiqizo noma izinsizakalo ngokusekelwe ku- ukusebenzisana kwangaphambilini kanye namaphethini afanayo kusuka kwamanye amakhasimende.
Iziteshi eziningi ngaphakathi kwesu lokungena
El Marketing kwangaphakathi Isebenzisa iziteshi eziningi ngokwemvelo ngoba Kusondeza abantu lapho bekhona....esiteshini lapho ufuna ukuxhumana khona nomkhiqizo. Lokhu akukhawulelwe kubhulogi noma kuwebhusayithi yenkampani, kodwa futhi kufaka phakathi:
- Izinjini zokucinga (I-SEO kanye nokuqukethwe kulungiselelwe ukusesha kwendabuko kanye nezwi).
- Amanethiwekhi omphakathi ukukhulisa okuqukethwe, ukwakha umphakathi, nokuthola impendulo.
- I-imeyili kanye nokuzenzakalela ukukhulisa ubudlelwano besikhathi esiphakathi nesikhathi eside.
- Ama-Chatbots nabasizi ababonakalayo ukuze uthole ukunakwa okusheshayo futhi kuyatholakala amahora angama-24 ngosuku, izinsuku eziyi-7 ngesonto.
- Ividiyo ne-podcast njengezindlela zokuzibandakanya eziphezulu kanye nokugcina.
Ukusebenza ngendlela yeziteshi eziningi kuhilela ukuklama okuhlangenwe nakho okuvumelanayo nokungaguquguquki kuzo zonke izindawo zokuxhumana, ukuze umsebenzisi akwazi ukuqala esiteshini esisodwa futhi aqhubeke kwesinye ngaphandle kokungqubuzana.
Ukuhlanganiswa kwamathuluzi nezinqubo
Amathuluzi okudala okuqukethwe, kanye namathuluzi okushicilela, okwenza izinto ngokuzenzakalela, kanye nokuhlaziya, kumele asebenzisane njengoba umshini ogcotshwe kahle ngamafuthaLokhu kukuvumela ukuthi ugxile ekushicileleni okuqukethwe okulungile endaweni efanele ngesikhathi esifanele.
Isu lokungena elivuthiwe livame ukuncika ku:
- Un CRM okuhlanganisa idatha yokuxhumana kanye neyamakhasimende.
- Inkundla ye ukuzenzekelayo kokuzenzekelayo ukuphatha imikhankaso, imisebenzi kanye nokukhulisa abaholayo.
- Amathuluzi we I-SEO kanye nezibalo ukuqonda ukuthi yini esebenzayo nokuthi yini okufanele uyithuthukise.
- Uhlelo lwe ukuphathwa kokuqukethwe (CMS) ezenza kube lula ukudalwa nokubuyekezwa kwezimpahla zedijithali.
Ukuhlanganiswa kwala mathuluzi kukuvumela ukuthi usuke emikhankasweni yesikhathi esisodwa uye ku- uhlelo lokumaketha oluqhubekayolapho ukufunda kuqoqana khona futhi isenzo ngasinye sithuthukisa esilandelayo.
Ekugcineni, isici esibaluleke kunazo zonke se- Marketing kwangaphakathi Kuyindlela yokumaketha lapho izinhlobo, izinkampani noma amabhizinisi anoma yiluphi usayizi angafinyelela khona uhlobo lwabathengi abazimisele ukuthenga imikhiqizo noma izinsizakalo zabo, bakhe ubudlelwano obuqinile obusekelwe ekwethembeni kanye nenani elinikezwa ekusebenzisaneni ngakunye.