Uyini umthelela? Lingasiza kanjani ibhizinisi lami? Kuyini ukuzibandakanya? Iziphi izinzuzo eziletha ku-e-commerce? Yini edingekayo ukuze ube nethonya? Kuhle kangakanani ukusebenza njengomthelela? Ungaba kanjani ithonya?
Imibuzo eminingi kakhulu? Sizophendula lokhu kanye neminye lapha!
Uma ungumsebenzisi we-inthanethi, kungakhathaliseki ukuthi usebenza isikhathi esigcwele noma nje ngenxa yokuzijabulisa, kungenzeka ukuthi uke wezwa igama elithi "influencer" izikhathi ezingaphezu kwesisodwa. Kuvamile ukungazi kahle ukuthi lisho ukuthini, ngoba ngesivinini se-inthanethi, abasebenzisi basungula amagama amasha nsuku zonke. Kodwa-ke, elithi "influencer" alilona igama elincane; liyinsika eyisisekelo yokuxhumana kwesimanje futhi liyithuluzi elinamandla lanoma yiliphi isu lebhizinisi elifuna ukuxhumana nomhlaba wedijithali.
Uyini umthelela?
Cishe uyamazi umuntu okutshele ukuthi, "Nginebhulogi," "Ngenza amavidiyo e-YouTube," noma "Ngidala izifundo zokulungisa izimonyo nezemfashini ." Lowo muntu, empeleni, ungumthonya. Ngamagama obuchwepheshe, umthonya ngumuntu, ngenxa yokuqukethwe kwakhe kwe-multimedia yedijithali noma umsebenzi wakhe ngesizathu esithile , osesakazeke kakhulu noma waba yizwi eliholayo eqenjini elithile labasebenzisi be-inthanethi.
Namuhla, kunembile kakhulu ukubabiza ngokuthi abadali bedijithali . Laba ochwepheshe abagcini nje ngokwabelana ngezithombe; banikeza izinsizakalo eziphelele ezihlanganisa ukubhala amakhophi, izithombe, amavidiyo, kanye nobudlelwano bomphakathi . Ukubaluleka kwabo kuwukuthi ngisho nalabo abangaphequluli i-inthanethi njalo bayazi ngethonya labo ngezemidlalo, izimonyo, noma imikhiqizo yemfashini esebenzisa isithombe sabo ukusekela imikhiqizo.
Ngokombono wengqondo, ithonya lihlotshaniswa nekhono lokwakha ukwethembana nokwabelana ngolwazi. Njengoba uYuval Noah Harari esho encwadini yakhe ethi Sapiens , abantu babambisana ngamaqembu amakhulu ngenxa yamandla ethu okukholelwa ezinganekwaneni ezihlanganyelwe; umthonya wanamuhla, empeleni, ungumkhiqizi walezi zindaba ezihlanganyelwe ezakha umbono wabalandeli babo ngeqiniso.
Masikhumbule i-Marketing Mix
Ingxube Yokumaketha inezinhlobo ezine eziyisisekelo: Umkhiqizo, Intengo, Indawo (Ukusabalalisa), kanye Nokukhushulwa . Abantu abanethonya bayingxenye yesici sokukhushulwa, kodwa futhi bathinta isici "sendawo", njengoba izinkundla zokuxhumana seziyinkundla lapho abathengi bethola khona imikhiqizo futhi benze izinqumo zokuthenga.
Umuntu onethonya ngumuntu oqeda isithombe somkhiqizo wakho . Bakha amaphuzu okubhekisela kuwo ngokushesha: isifiso sokuba nezicathulo ezifanayo nezesilomo semfashini noma i-smartphone enconywe uchwepheshe wezobuchwepheshe. Abagcini nje ngokuthengisa into; bathengisa indlela yokuphila kanye nokuqinisekiswa komphakathi.
Kubalulekile ukuqonda ukuthi umuntu onethonya unethonya . Abalandeli babo abalawulwa ngendlela engemihle ngokuphelele; kunalokho, bayazwelana nemibono yabo, ukuziphatha kwabo, kanye nekhono labo. Ubuhlobo obusekelwe ekusondelaneni, okufana nendlela uhlobo oludumile oludala ngayo ukuxhumana ngokomzwelo nezithameli zalo ngezimpawu eziphindaphindayo.
Kodwa-ke, lesi simo siyashintshashintsha. Abantu abanethonya bathambekele ekuweni uma bephawula ngendlela ecasulayo noma benza okuphambene nozwela kanye nezindinganiso abazibikezelayo. Ukulahlekelwa yizinkontileka kanye noxhaso kuyingozi engokwemvelo yokuphatha uphawu lomuntu siqu lomphakathi.
Kuyini ukuzibandakanya futhi kungani kubalulekile?
Ukuzibandakanya akuyona into eyenziwa ngabantu abanethonya kuphela; kuvela ekukhangiseni ngokujwayelekile. Kuchazwa njengokuzibophezela nokusebenzisana umsebenzisi anakho nomkhiqizo. Ngokomongo wabadali bokuqukethwe, ukuzibandakanya kulinganisa ukuthi okuthunyelwe kwabo kukhiqiza umsebenzi ongakanani wangempela: hhayi nje ukuthi bangaki abalandeli abanabo, kodwa ukuthi bangaki kulabo balandeli abaphawulayo, ababelana nabo, futhi abasabelayo.
Umuntu onethonya elinamandla kakhulu yilowo ongashintsha umbono abe yisivumelwano esiqinisekisa ikhwalithi yomkhiqizo. Ebhizinisini, iphrofayili enabalandeli abasebenzayo abangu-10,000 ibaluleke kakhulu kunephrofayili enabalandeli abangasebenzi abayisigidi esingu-1 abangaxhumani nokuqukethwe.
Ukumaketha Kwabathonya Kwezentengiselwano Ze-E
Ukuhweba nge-inthanethi kuyindawo enokuncintisana okukhulu. Imikhiqizo iphelelwa yisikhathi ngokushesha, futhi yilapho abantu abanethonya besiza khona imikhiqizo ukuthi igcine isidingo sabathengi esizinzile nesifanele . Ngokusebenza njengabaholi bemibono, banciphisa ukungqubuzana esinqumweni sokuthenga, okwandisa ukubaluleka kokuhweba nge-inthanethi eSpain.
Cabanga ngomthelela womuntu onjengoChiara Ferragni. Lapho izigidi zabantu zibona umkhiqizo ovunyelwe umuntu abamthandayo nabamhloniphayo, kudala umphumela wokufisa . Abantu abanethonya abagcini nje ngokuheha amakhasimende athile, kodwa futhi babeka uphawu engqondweni yomthengi njengento efiselekayo nesemfashinini.
Ungaba kanjani umuntu onethonya?
Abantu abaningi bacabanga ukuthi udumo luyindaba yenhlanhla, kodwa ukuba ngumthonya ochwepheshe kudinga isu, ukuhlaziya, kanye nekhono lobuciko . Empeleni, umthonya uthengisa isithombe sakhe kanye nesitayela sakhe sokuxhumana. Ukuze kufezwe lokhu, okulandelayo kuyadingeka:
- Yiba ngowangempela: Ungazami ukulingisa abanye, njengoba ukuntuleka kobuqiniso kujeziswa kanzima ezinkundleni zokuxhumana.
- Ukuthola i-niche: Zikhethele isihloko esithile (ezemidlalo, ezezimali, ukuzinza, njll.) ukuze uthole igunya.
- Ukuvumelana kokuqukethwe: Gcina isimiso sokushicilela esinikeza ama-algorithms ezinkundla.
- Yakha uzwela: Xhumana nomphakathi, phendula imibuzo, bese ubonisa uhlangothi lwakho lobuntu.
ESpain, isabelomali esabelwe lezi zinhlelo sikhule kakhulu. Izinkampani ziye zaqaphela ukuthi isithombe senkampani esibandayo asanele ; zidinga ubuso obunobungane nobungenekayo obusebenza njengebhuloho eliya kumthengi wokugcina.
Izindaba zempumelelo eSpain
UDulceida (Aida Domenech) uyisibonelo esihle. Waqala ngebhulogi yemfashini, futhi ngenxa yobuntu bakhe kanye nothando lwakhe, waba yisibonelo esiphelele eSpain, ebonisa ukuthi ukuvela kubhulogi yomuntu siqu kuya kumkhiqizo webhizinisi kungenzeka ngesu elifanele.
Ezweni lezokuzijabulisa nemidlalo yevidiyo, uRubius uguqule i-YouTube yaba yisiteji sakhe. Impumelelo yakhe isekusebenziseni kwakhe amahlaya kanye nokudala ubuhlobo obuqinile nababhalisile bakhe, okubonisa ukuthi okuqukethwe okulalelwayo nokubukwayo kuyinkosi yamafomethi okudala ukwethembeka okukhulu.
I-Anatomy of Influencer Marketing: Indlela Esebenza Ngayo
Ukumaketha kwe-Influencer kuyisethi yemisebenzi lapho umdali wedijithali eqinisekisa futhi edlulisela ikhwalithi yomkhiqizo kubabukeli bakhe. Ngokungafani nokukhangisa okuvamile, le ndlela ingokwemvelo futhi ingokwemvelo , okunciphisa ukumelana kwabathengi ekuthengeni.
Izenzo ezivamile zokubambisana
- Okuqukethwe okuxhasiwe: Izincwadi ezikhokhelwayo lapho kunconywa khona uhlobo lomkhiqizo.
- Ukubuyekezwa noma ukugxekwa: Ukuhlaziywa komkhiqizo okuningiliziwe, okulungele ukwakha ukuzethemba kobuchwepheshe.
- Imidwebo: Isenzo esikhulu sokwandisa ukubonakala nokuheha abalandeli abasha.
- Ukubambisana kokuklama: Ukudalwa kwamaqoqo akhethekile (isb., izingubo noma izimonyo) asayinwe ngumthonya.
- Amanxusa esikhathi eside: Ubudlelwano obuhlala isikhathi eside lapho umuntu onethonya engubuso benkampani izinyanga noma iminyaka.
- Ukuthathwa kwempahla: Umuntu onethonya uphatha izinkundla zokuxhumana zomkhiqizo isikhathi esithile.
- Ukuthengisa okuhambisanayo: Ukusetshenziswa kwamakhodi esaphulelo angokwezifiso avumela ukulandelela ukuthengiswa okuqondile okukhiqizwe ngumdali.
Ukuhlukaniswa Kwabathonya
Akubona bonke abantu abanethonya abanomphumela noma izindleko ezifanayo. Imboni ibahlukanisa ngokuyinhloko ngobukhulu bomphakathi wabo kanye nobuchwepheshe babo:
- Abantu abanethonya le-Nano (abalandeli abayi-1.000 - 10.000): Banemiphakathi emincane kodwa esondelene kakhulu. Banemiphakathi emikhulu kunayo yonke izinga lokuzibandakanya yemakethe futhi zilungele amabhizinisi endawo noma imikhiqizo ethile kakhulu.
- Abantu abanethonya elincane (abalandeli abangu-10.000 - 100.000): Bafinyelela ibhalansi ephelele phakathi kokufinyelela kanye nokwethembeka. Izithameli zabo zihlukaniswe futhi zithemba ngokugcwele ukwahlulela kwazo, okwenza kube yinketho engabizi kakhulu kuma-SME.
- Abantu abanethonya elikhulu (abalandeli abangu-100.000 – 1M): Zinikeza ukubonakala okuhle kanye nokufinyelela kuzwelonke. Zilungele imikhankaso yokukhangisa kanye nokwethulwa okukhulu.
- Abantu abanethonya elikhulu noma osaziwayo (abalandeli abangu-+1M): Izibalo zomhlaba wonke ezifinyeleleka kakhulu. Nakuba ukubonakala kwazo kuphezulu kakhulu, izinga lokuxhumana kwazo livame ukuba phansi futhi izindleko zazo ziphezulu kakhulu.
- Abantu abanethonya kanye nochwepheshe abangochwepheshe: Ochwepheshe ezindaweni ezifana nezokwelapha, ezomthetho noma ukupheka, lapho igunya lobuchwepheshe liza kuqala kunenani labalandeli.
- Abameli Bomkhiqizo: Abasebenzisi abathembekile abangadumile ngempela, kodwa abancoma umkhiqizo ngendlela yemvelo neqotho.
Indlela yokuklama isu lokumaketha eliphumelelayo labathonya
Ukuqhuba umkhankaso ngaphandle kohlelo kuyiphutha elivamile. Ukuqinisekisa imbuyiselo ekutshalweni kwezimali ekuthengisweni, lezi zinyathelo ezinemininingwane kumele zilandelwe:
1. Ukuchaza izinhloso ezicacile
Ngaphambi kokuxhumana nanoma yimuphi umdali, udinga ukwazi ukuthi ufunani. Ingabe ufuna ukwandisa ulwazi lomkhiqizo , ukukhiqiza amakhasimende athembekile, noma ukukhulisa ukuthengisa okuqondile? Umgomo ongacacile njengokuthi "ukukhulisa ukuba khona kwakho ezinkundleni zokuxhumana" ngeke ukunciphise; kungcono umgomo "wokufinyelela amakhasimende angaba ngu-50,000 emkhakheni wezimonyo ze-vegan."
2. Ukuhlonza Umthengi Ongumuntu Nomuntu Nomuntu nokukhetha umlingani
Ungakhethi umuntu onethonya odumile kakhulu, khetha ofanele kakhulu . Kufanele kube nokuhambisana okuphelele phakathi kwezindinganiso zomdali kanye nefilosofi yenkampani yakho. Hlaziya amaphuzu amathathu abalulekile:
- Okuhlobene: Ingabe okuqukethwe kwabo kuyafanelana nomkhakha wami?
- Ukufinyelela: Ingabe ifinyelela inani elidingekayo labantu?
- Umsindo: Ingabe ikhono labo lokudala ukuxhumana lingokoqobo, noma bangabalandeli abathengwayo?
3. Ukusungula isabelomali kanye nomholo
Izindleko ziyahlukahluka kuye ngeplatifomu kanye nosayizi wephrofayili. ESpain, umuntu onethonya elincane angakhokhisa noma yikuphi kusukela ku-€50 ngeNdaba kuya ezinkulungwaneni zama-euro ngevidiyo ye-YouTube. Amanye amabhrendi akhetha ukusebenzisana ngomusa (ukushintshana ngemikhiqizo), ikakhulukazi kwezemfashini nokudla, yize inkokhelo yemali ivame ukuqinisekisa ukuzibophezela okukhulu kobungcweti.
4. Ukwenziwa nokudalwa kokuqukethwe kwangempela
Iphutha elikhulu ukunikeza abantu abanethonya umbhalo oqinile. Isihluthulelo sempumelelo ukubavumela ukuthi basebenzise ulimi lwabo kanye nesitayela sabo . Uma okuthunyelwe kuzwakala sengathi kuyisikhangiso se-TV, abasebenzisi bazokushaya indiva. Kufanele kuzwakale njengesincomo esingokwemvelo phakathi kwabangane.
5. Imiphumela yokulinganisa kanye ne-ROI
Ukuze kuvinjelwe umkhankaso ekubeni "ukugxumela endaweni engenalutho," amathuluzi okulinganisa kumele asetshenziswe:
- Ama-UTM kanye nezixhumanisi ezihambisanayo: Ukuze wazi kahle ukuthi zingaki izinkinobho ezifinyelele kuwebhusayithi.
- Amakhodi Esaphulelo Aqondene Nawe: Indlela eqondile kakhulu yokukala ukuguqulwa kwe-e-commerce.
- Ama-Vanity Metrics vs. Ama-Business Metrics: Ungagxili nje kuphela "kokuthandwayo"; hlaziya ukukhula kokusesha komkhiqizo wakho ku-Google kanye nemizwa yamazwana.
Izinzuzo Nezingozi Zokumaketha Kwabathonya
Izinzuzo eziyinhloko
- Ukuthembela ngokushesha: Ukwethenjwa komuntu onethonya kudluliselwa kumkhiqizo.
- Ukuhlukaniswa okuqondile: Ufinyelela ngqo izilaleli ezinentshisekelo ku-niche yakho.
- Ukuthuthukiswa kwe-SEO: Uma umuntu onethonya exhumanisa iwebhusayithi yakho kusuka kubhulogi noma iphrofayili enegunya, uthuthukisa izinga lakho lezinjini zokusesha, njengoba nje abanye abantu abanethonya bekufeza. Izinhlangano ze-SEO ezinhle kakhulu eSpain.
- Okuqukethwe okukhiqizwe ngabasebenzisi (i-UGC): Uthola izinto ezibonakalayo zekhwalithi ephezulu ongazisebenzisa kabusha eziteshini zakho.
Ukungalungi kanye nezingozi
Ingozi enkulu ukulimala kwedumela . Uma umuntu othonyayo eba sengozini yokuphikisana noma ihlazo, umkhiqizo ohambisanayo ungalimala. Ngakho-ke, kubalulekile ukuphenya isizinda somdali bese kusungulwa izinkontileka ezicacile ezifaka izimiso zokuziphatha nokuziphatha.
Izitayela zamanje kanye nekusasa lomkhakha
Uhlelo lwedijithali luhlala lushintsha. Njengamanje sibona izitayela ezichaza kabusha imboni:
- Ukuvela kwevidiyo emfushane: Ama-TikTok nama-Instagram Reels yizindlela ezifinyeleleka kakhulu futhi ezibandakanyekayo ngendlela yemvelo.
- Ukuthengisa Komphakathi: Ukuhlanganiswa kwezitolo zomdabu (iTikTok Shop kanye ne-Instagram Shopping) kukuvumela ukuthi uthenge ngaphandle kokushiya uhlelo lokusebenza, kususe izinyathelo ku-funnel yokuguqula.
- Abathonya be-AI: Ukuvela kwama-avatar akhiqizwe yi-AI agcina ubudlelwano bezentengiselwano nemikhiqizo yomhlaba wonke.
- Ukufuna ubuqiniso: Umphakathi uyazenqaba izihlungi eziningi kakhulu kanye nemikhiqizo yokwenziwa ngokweqile, ukhetha okuqukethwe okuthembekile, okungabonakali.
Ngaphezu kwalokho, ukumaketha kwabathonya akusekho emkhakheni we-B2C (ibhizinisi kuya kumthengi). Umkhakha we-B2B uqala ukusebenzisa la maqhinga, ufuna abaholi bemibono ku-LinkedIn ukuqinisekisa izinsizakalo zobungcweti kanye nesofthiwe yebhizinisi.
Imboni yabathonya emhlabeni wonke iyaqhubeka nokukhula kokubili ngenani lezomnotho kanye nobunzima bobuchwepheshe. Lokho okwaqala njengebhulogi yomuntu siqu elula sekuguquke kwaba umshini wokumaketha oyinkimbinkimbi lapho uzwela, ubuhlakani, kanye nokuhlaziywa kwedatha kuyizinjini eziqhuba ukuthengisa kanye nokuqashelwa komkhiqizo esikhathini sedijithali.
