Ukukhangisa noma Ukumaketha kuyingxenye enkulu yebhizinisi lakho, futhi kubalulekile ukwazi zonke izinketho ongakhetha kuzo. Ukukhangisa kukuvumela ukuthi ufinyelele amakhasimende angaba khona namakhasimende emhlabeni wonke futhi kungasiza ukwakha umkhiqizo wakho ngenkathi uthuthukisa ukukhula. Okulandelayo kuzokwethula izindlela eziyi-12 ezibalulekile zokumaketha ukukusiza ukuthi uthole izethameli.

Lokhu kuhlanganisa ukumaketha nge-imeyili, ukumaketha kokuqukethwe, ukumaketha kwezokuxhumana komphakathi, ukumaketha kwe-Word-of-Mouth, Ukumaketha Ngesipiliyoni, Ukumaketha Kwenjini Yokusesha, Ukumaketha Kwemicimbi, Ukumaketha Ngobudlelwane, Ukumaketha Okuqondene Nakho, Ukumaketha Kwesizathu, Ukumaketha Okuhlangene, kanye Nokumaketha Kokukhangisa.

I-1. Ukuthengisa nge-imeyili

Amabhizinisi amaningi amakhulu asebenzisa ukumaketha nge-imeyili njengendlela eqondile nesebenzayo yokuxhumana namakhasimende. Ungathumela ama-imeyili aqukethe izinhlobo ezahlukene zokuqukethwe ohlwini lwababhalisile, njengolwazi mayelana nokudayiswa, izaphulelo, amakhodi ekhuphoni, ukuthengiswa kwemikhiqizo nokunye.

Lokhu okuqukethwe kungasebenza ukukhiqiza ithrafikhi yewebhusayithi, ukuhola, noma ukubhalisela umkhiqizo webhizinisi. Ama-imeyili wokumaketha asebenzayo angaguqula amathuba abe amakhasimende, futhi aguqule abathengi besikhathi esisodwa babe abalandeli abaqotho, abadlayo. Emibukisweni yezohwebo embonini, abeluleki be-IBM bavame ukubonakala beshintshana ngolwazi lwe-imeyili ngamathemba abo. Futhi kukhona imibiko ebonisa ukuthi i-imeyili ine-ROI ephezulu kakhulu yanoma yisiphi isiteshi sokumaketha esitholakalayo.

I-2. Ukukhangisa Okuqukethwe

Ukuthengisa okuqukethwe kuhle kakhulu ekukhiqizeni i-buzz. Kubandakanya ukudalwa nokusatshalaliswa kwezinto eziku-inthanethi okungenzeka zingathuthukisi ngokuqondile uhlobo oluthile kodwa zikhiqize inzalo ngemikhiqizo noma amasevisi.

Ngokuvamile emhlabeni we-eCommerce, ujwayele ukubona amavidiyo "okubuyekezwa komkhiqizo". Kodwa-ke lolu hlobo lokumaketha alukhawulelwe kule fomethi, ngokuvamile ludlulela kumabhulogi kanye nokuthunyelwe kwezokuxhumana. Nakuba le ndlela ingeke iqinisekise ukuguqulwa kodwa nakanjani izoshayela ithrafikhi. Okungase kukwehlisele phezulu ezinjinini zokusesha ngokuhamba kwesikhathi ngenkathi yakhela izethameli.

Siphakamisa ukuthi ufake le ndlela ezigabeni zokuqala zemikhankaso yakho yokukhangisa. Kodwa hhayi izindlela zokukhangisa kuphela, ingxenye eyodwa ohlelweni lulonke.

I-3. Ukumaketha Kwezindaba Zenhlalo

Ibhizinisi ngalinye line-akhawunti yenkundla yezokuxhumana ehlala isetshenziselwa ukumaketha imikhiqizo noma izinsizakalo zayo. I-Facebook, Twitter, Youtube, kanye ne-Instagram ngokuvamile kuyindlela engcono kakhulu yokufinyelela amakhasimende akho okungenzeka. Inkundla ngayinye ihlukile futhi ijwayele ukubhekelela uhlobo oluthile lokuqukethwe.

Ku-Facebook, amabhulogi anokuqukethwe okubalulekile. Ku-YouTube, ividiyo iyabusa. Futhi ku-Instagram, izithombe ziwina usuku. Izinkundla eziningi zokuxhumana nazo zinamathuluzi akhelwe ngaphakathi okuhlaziya idatha, okwenza izinkampani zikwazi ukulandelela inqubekelaphambili nokuzibandakanya kwemikhankaso yezikhangiso.

Futhi izinkampani ezifana ne-Southwest Airlines zineminyango yabantu abangaphezu kuka-30 umsebenzi wabo oyinhloko uwukuxhumana ngokugcwele namakhasimende ezinkundleni zokuxhumana.

4. IZwi-of-Mouth Marketing

I-Word-of-mouth Marketing wukudluliswa kolwazi lusuka komunye umuntu luye komunye ngokuxhumana okuku-inthanethi nokungaxhunyiwe ku-inthanethi. Isizathu esivame kakhulu yilapho ikhasimende lihlangabezana nokuthile okungaphezu kwalokho obekulindelekile.

Kungakhathaliseki ukuthi umkhiqizo noma isevisi ngokwayo noma ukusebenzelana phakathi kwebhizinisi nekhasimende. Ngokuvamile uzobona imiphumela yokumaketha ngomlomo lapho ikhasimende labelana ngolwazi lwalo ezinkundleni zokuxhumana noma ekubhalweni kwebhulogi. Abantu bayathanda ukwabelana, ikakhulukazi izinto eziphathelene ne-fandom yabo. Futhi abathengi abaningi bathola incazelo ekwabelaneni ngezindaba zemikhiqizo namasevisi abawathandayo.

Iwebhusayithi yokubuyekeza ephindwe kabili njengobufakazi bomphakathi nayo iwuhlobo lwezwi lomlomo. Ingakusiza ukuthi uhehe futhi uguqule amakhasimende amaningi.

5. Isipiliyoni Sokumaketha

Ukumaketha kwesipiliyoni kuyindlela emema abathengi ukuthi babambe iqhaza ekuthuthukisweni komkhiqizo ngokuzibandakanya okuqondile. Ngamanye amazwi, isho umqondo wokusebenzisa ukuzizwisa kwangempela ukuze udale isixhumanisi esikhumbulekayo phakathi kwekhasimende nomkhiqizo.

Cabanga ngokuya ngomncintiswano, ukuhlangana, noma Umdlalo Olunye Wangempela. Yilokhu okuhlangenwe nakho okugcina kuqhubekisela phambili ukuqwashisa ngomkhiqizo, ukwethembeka, nokunamathela ngokomzwelo. Ngaphezu kwalokho, lisebenzisa izinto zokufaka uphawu ezibambekayo, ezibambekayo, nezibambekayo, ibhizinisi lingakhombisa amakhasimende alo hhayi nje lokho okuhlinzekwa yinkampani, kodwa lokho elikumelelayo.

6. Ukucinga Injini Yokukhangisa

Ukumaketha kwenjini yokusesha kuyindlela yokuthengisa yedijithali esetshenziselwa ukukhulisa ukubonakala kwewebhusayithi emakhasini wemiphumela yenjini yokusesha. Ukudala okuqukethwe okuyingqayizivele, okubalulekile, nokushayelwa yidatha kungenza okuqukethwe kwakho kukhange kakhulu ezinjinini zokusesha.

Ungakwazi futhi ukukhiqiza i-ROI enkulu ngokusebenzisa injini yokusesha nokwenza kahle. Kusebenza kahle ukuthuthukisa ama-meta tags, izithombe, nezinye izinto ezisekhasini ukuze abantu bathole okuqukethwe kwakho ngamagama angukhiye anomsila omude. Kuphinde kubandakanye ukukhangisa kwe-PPC okuwuhlelo lokuthola ithrafikhi yewebhusayithi ngokuthenga izikhangiso ezinjinini zokusesha futhi kukhokhwa ngokuchofoza.

7. Ukumaketha Komcimbi

Ukumaketha komcimbi yilapho ibhizinisi lakha umbukiso onetimu, isibonisi, noma isethulo ukuze kuthuthukiswe umkhiqizo, isevisi, imbangela, noma inhlangano ngokusekela ukusebenzelana komuntu mathupha. 

Ukuthuthukisa imicimbi kuyindlela enhle yokuthola ukunakwa nokushayela ukuthengisa futhi kunomthelela omuhle wokuxhumana. Amakhasimende avame ukudinga isizathu sokuthenga futhi imicimbi inganikeza isizathu esiphelele. Imicimbi ingenzeka ku-inthanethi noma ingaxhunyiwe ku-inthanethi futhi ingabamba iqhaza, isingathwe, noma ixhaswe.

8. Ukumaketha Kobudlelwano

Ukumaketha ngobudlelwano kugxile ekwakheni ubudlelwano namakhasimende ayo kanye nokuba nokuzibandakanya kwamakhasimende kwesikhathi eside. Isebenza kancane kunezindlela zokuthengisa ezijwayelekile.

Ayigxilile nge-laser ekuvaleni ukuthengisa okukodwa noma ekwenzeni ukuguqulwa okukodwa. Umgomo wokumaketha ubudlelwano uwukwakha ukuxhumana okuqinile, okuthinta imizwa, kwamakhasimende enkampanini engaholela ebhizinisini eliqhubekayo, ukukhuthazwa kwegama lomlomo mahhala, kanye nolwazi oluvela kumakhasimende angakha umkhondo.

Amakhasimende athanda umkhiqizo wakho kakhulu futhi anobuqotho bomkhiqizo nawo azosebenzisa imali eningi ngomkhiqizo wakho.

9. Ukumaketha okwenzelwe wena

Ukumaketha komuntu siqu, okubuye kwaziwe njengokumaketha komuntu ngamunye noma ukumaketha komuntu ngamunye, ukuhlinzeka ngokuhlukaniswa komkhiqizo noma ukuletha imilayezo yomuntu ngamunye kumakhasimende ahlukene ngokwezidingo zawo noma okuthandayo.

Ukwenza kube ngokwakho kuzama ukwenza umnikelo oyingqayizivele kukhasimende ngalinye. Ukumaketha komuntu siqu kuyindlela egxilwe kakhulu yokumaketha okuhlosiwe kunokuheha abantu abaningi noma izethameli. Umgomo wakho uwukubandakanya ngempela amakhasimende noma abangaba amakhasimende ngokuxhumana nomuntu ngamunye.

Le ndlela ivamise ukusebenza kahle kakhulu ezintweni zamathikithi amakhulu noma amasevisi futhi ngokuvamile isebenza ngokuhambisana nokumaketha ubuhlobo.

10. Imbangela Yokumaketha

Isu lokumaketha lembangela lidinga ubambiswano oluzuzisa izinhlangothi zombili. Akusizi nje kuphela okungenzi inzuzo kanye nezizathu ezibalulekile kodwa futhi kusiza amabhrendi ehlukanise futhi aqhube ibhizinisi.

Kuwuhlobo lwesibopho somphakathi wenkampani, lapho umkhankaso wokuphromotha wenkampani unezinjongo ezimbaxambili zokukhulisa inzuzo kuyilapho wenza ngcono umphakathi. Okusho ukuthi, amabhrendi akhiqiza inzuzo, anamandla emhlabeni jikelele anezinsiza zokuqwashisa ngezinhlangano ezingenzi inzuzo, kuyilapho futhi ephromotha umkhiqizo wawo.

Isibonelo esihle salokhu i-Toms Shoes eyakha ikhasimende eliqinile elilandela kanye nedumela lokubuyisela ngokunikeza izicathulo zamahhala kumuntu oswele kukho konke ukuthengwa kwezicathulo okwenziwa amakhasimende abo.

11. Co-Branding Marketing

I-Co-branding marketing isho ubambiswano phakathi kwezinhlangano ezimbili ezinezithakazelo ezifanayo nezethameli kodwa ezingezona izimbangi eziqondile. Bathola ukufinyelela kubalandeli bomunye nomunye ngokumaketha ngokubambisana kwemikhiqizo.

Izuzisa kokubili amabhrendi kakhulu uma ehlangene, kunokuba athuthukiswe ngawodwana. Kungaba indlela esebenzayo yokwakha ibhizinisi, ukukhulisa ukuqwashisa, nokungena ezimakethe ezintsha.

12. Ukumaketha Kwephromoshini

Ukukhangisa kokukhangisa kuklanyelwe ukugqugquzela ikhasimende ukuthi lithenge. Kubandakanya ukugqugquzela okuhlukahlukene njengezaphulelo zesikhashana, amakhuphoni, nokuthengisa okuphezulu.

Umgomo wokumaketha okuphromotha ukukhulisa ukukhanga kwakho ukuze ukhiqize ukuthengisa. Futhi ukumaketha kokuphromotha kunenzuzo yokuba wusizo kukho kokubili amakhasimende amasha kanye namakhasimende akhona. Inikeza amakhasimende amasha isizathu sokuzama umkhiqizo okokuqala ngqa ngenkathi yakhela ukwethembeka kumakhasimende akhona.