Awuyi kufunda nantoni na elungileyo malunga nomxholo wentengiso yefunnel kweli nqaku. Kuphela izinto ezimbi. Njengaye, ingqamene kakhulu kwaye ilula ukujongana nobunzima bohambo lwabathengi.
Ukuba ufuna isakhelo sokwakha isicwangciso sakho somxholo, mhlawumbi kuya kufuneka ibe sisikhokelo esingenamsebenzi endaweni yoko. Kwaye kukho izizathu ezilungileyo kakhulu.
Yintoni ifunnel yokuthengisa umxholo, kunjalo?
I-funnel ekuthengiseni yinkqubo yamanqanaba amaninzi ekhokela abathengi abanokuthi baqale ukufunda malunga nemveliso ukwenza ukuthenga.
Ngokuxhomekeke kwinguqulelo, inezigaba ezi-3 ukuya kwezi-6, kwaye ijongeka ngolu hlobo:
Ngokwesiko, zonke iintlobo zomxholo zinendawo yazo echongiweyo kwinqanaba ngalinye:
- umphezulu: amaphepha okuhlalisa imveliso, ii-ebooks, izikhokelo, uninzi lwezithuba zemidiya yoluntu, njl.
- Ephakathi: ii-webinars, ii-case studies, i-lead yokukhulisa iinkqubo, njl.
- ezantsi: amabali empumelelo, amaphepha amhlophe, izixhobo zokuthengisa, njl.
Iyavakala, akunjalo? Hayi ngokupheleleyo.
Yintoni engalunganga ngemodeli yefanitshala?
Iyenza lula kakhulu yonke into ebalulekileyo kumthengisi womxholo. Kwaye ngenxa yoko, imodeli ifumana ezinye izinto ezingalunganga kwaye azihoyi ezinye.
Le asiyothiyori kuphela. Ndisebenzise indlela yefanitshala kwiinkampani ezahlukeneyo. Ekuqaleni, yayiqinisekisa, inika ingqiqo yesakhiwo kunye nokulawula. Noko ke, okukhona ndisiya ndisiba nzulu, kokukhona yayibhida. Kwaqala ukubonakala ngathi indlela yolungelelwaniso yayiyintelekelelo nje, njengoko kwakungekho ndlela inokuthenjwa yokuqinisekisa ukuba abantu babeyilandela ngokwenene ifaneli.
1. Akayiqondi indlela yokuziphatha yabathengi
Imodeli yefanitshala ithatha indlela emgceni ngokugqibeleleyo ukusuka ekuqondeni ukuya ekuthengeni kwaye izama ukukhawulezisa abantu ngayo. Okanye, eneneni, ikwenza ukuba ucinge nina kufuneka ungxamise abantu kuyo ngomxholo wakho.
Nangona kunjalo, ukuziphatha kwabathengi kunzima ngakumbi kwaye akukho mgca. Abantu bahlala betsiba phakathi kwamanqanaba, baphinde bawatyelele, okanye bathathe iindlela ezizodwa zokuthenga.
Ngoko ke, uhambo aluyiyo ifaneli; kufana ne-maze.
Uhambo lwabathengi be-B2C luqhelekile ngakumbi. Khumbula elo xesha xa wawubona intengiso kwaye wathenga loo mveliso ngoko nangoko? Okanye ngokuchaseneyo, indlela uhambo oluvela ngayo ukubona ukuba kuthenga yahlala iminyaka. Ndiyazi ukuba ndiyakwazi:
Kodwa abathengisi bomxholo akufuneki bazame ukusombulula loo maze, okanye banqumle umgca othe tye kuyo nje ukwenzela ukubanceda. Kungcono baqhelane nayo.
2. Izama ukufaka izikhonkwane ezingqukuva kwimingxuma esisikwere
Ayizizo zonke iintlobo zomxholo ezinokuthi, kwaye akufanelekanga, zingene kwizigaba eziqinileyo zefunnel, njengoko imodeli ifuna.
Nanku umzekelo osekelwe kwelinye lamanqaku ethu. Leliphi inqanaba (s) le-funnel yentengiso ethi ibhlog yethu iposti malunga “nendlela yokufumana amagama angundoqo okhuphiswano” asebenzayo?
Njengoko ubona, imodeli ayikwazi ukuphatha enye yeendlela ezisisiseko zokuthengisa umxholo- iposti yebhlog. Kodwa thatha naluphi na uhlobo lomxholo wezemfundo, kwaye uya kufumana ingxaki efanayo. Iindidi ezininzi zomxholo zinokusebenza izigaba ezininzi zefunnel okanye zisebenze kuwo wonke. Bobabini banokutsala kwaye badibanise undwendwe okanye babazise yonke indlela ukusuka ekufumaneni ukuya kuthenga.
Ngenxa yoko, umxholo wokuthengisa umxholo awuloncedo ekudaleni umxholo owonwabisayo kumsebenzisi kwaye usebenza kwishishini.
3. Ayikuhoyi ukugcinwa kwabathengi
Ukugcinwa kwabathengi yindlela entle ngayo ukugcina abathengi bakho. Kubalulekile kuba awufuni abathengi bathenge kube kanye kuwe; ufuna ukuqhubeka ubuya ukuze ungatsali umntu ongamaziyo ngalo lonke ixesha ukwenza intengiso - oko kunzima kwaye kuyabiza.
Nantsi enye indlela yokuyijonga. Ngokutsho kophononongo olwenziwe yiBain kunye neNkampani, ukunyuka kwamazinga okugcinwa kwabathengi nge-5% kwandisa inzuzo nge-25% ukuya kwi-95%. Kwaye iyavakala ngokupheleleyo ukuba ucinga ngayo - ukuba umntu ukucelile ukuba wenze i-1000 yeedola ezongezelelweyo kwiintengiso kwiiyure ezingama-24, ungaya kubathengi abakhoyo okanye uzame ukufumana abatsha?
Kodwa ukuba uziqhelanisa neendlela zakudala zefenitshala, ukubonelela abathengi bakho abakhoyo kulinganiselwe kakhulu kuba i-funnel iphela kwinqanaba lokuthenga. Akukho nto umthengisi womxholo anokuyenza kwaye kufuneka ayenze emva kokuba ithemba libe ngumthengi.
Kuqhutywa itheko apho ugxile kakhulu ekumemeni iindwendwe ezintsha kangangokuba ulibale ukonwatyiswa abo sele bengaphakathi.
4. Ukuhoya ukwanda kwabathengi
Ukuba usukela abathengi abatsha kuphela kwaye ulibale ngabo sele unabo, uyaphoswa lithuba lokuthengisa ngakumbi kubo okanye ubafumane bacebise ishishini lakho kwabanye. Abathengi abonwabileyo banokulikhulisa ishishini lakho ngokuthenga ngakumbi kwaye baxelele abahlobo babo ngawe.
Umxholo unganceda njani kuloo nto? Enye indlela efanelekileyo kukudala umxholo okhokelwa yimveliso. Olu hlobo lomxholo lwenzelwe ukubonisa indlela imveliso yakho enokusombulula ngayo ingxaki yomthengi.
Inkqubo ilula: ukubonisa iimpawu zemveliso kwisenzo kuguqula umsebenzisi oqhelekileyo abe ngumsebenzisi wamandla. Baqala ukusebenzisa iimpawu ezininzi kwaye bafumane ixabiso elingcono kubo, okwakha ukunyaniseka kwaye kukunika umhlaba omhle wokuthengisa.
Kwaye ukuba lo mxholo ulungile ngenene, abantu baya kubelana ngawo nabanye, bekhulisa ukufikelela kohlobo lwakho.
Eyona nto ingcono: umxholo olungileyo uya kucetyiswa kungekuphela ngabathengi bakho. Abantu akufuneki ngenene ukuba babe ngabathengi bakho okanye bazi okuninzi malunga nebhrendi yakho ukunika umxholo wakho ukukhwaza kwimidiya yoluntu.
Iindlela ezi-3 ezingafunekiyo ekufuneka uziqwalasele
Esona sisombululo silungileyo kwiintsilelo zefunnel kukuba singabinayo ifunnel kwaphela. Nasi isizathu:
- Ukuziqhelanisa nokuziphatha kwabathengi, hayi ukunyanzelisa. Gxininisa kwindlela abathengi abanxibelelana ngayo ngokwendalo kumxholo kunokuzama ukuyalela uhambo lwabo. Yenza umxholo wakho ufikeleleke ngokulula ngaphandle kokumisela ukuba kufuneka usetyenziswe njani.
- Ukusetyenziswa ngokufanelekileyo kokuthengiswa komxholo. Umxholo unokusebenza kokubini kwangaphambili kunye nokuthengiswa kwangaphambili. Akunyanzelekanga ukuba ibe luncedo ngomzuzu omnye ngexesha. Ingenziwa ukuba ihlale iluncedo kwaye ifanelekile ekuhambeni kwexesha.
- Indlela eluncedo ngakumbi yokudala umxholo. Akukho xesha lichithweyo ekuthatheni isigqibo sokuba eso sikhokelo uza kusibhala siphezulu na okanye siphakathi kwefuneli. Unokugxila ekunikezeni ixabiso kunye nokonwabisa abaphulaphuli bakho.
Nazi iimodeli ezintathu ezahlukeneyo ze-no-funnel ezabelana ngezo zibonelelo.
1. Inkqubo enokubakho yoshishino
Le ndlela imalunga nokusebenzisa umxholo wakho ukukhulisa ngokuthe ngqo imfuno yemveliso yakho, nokuba kuphambi okanye emva kokuthengisa.
Endaweni yokuhlela umxholo ngezigaba zefenitshala yokuthengisa, uyilinganisela ngokusekwe kwindlela esondelelene ngayo nemveliso yakho.
Ngoko umzekelo, kwisixhobo sokuthengisa umxholo, izihloko ezinokubakho kwishishini eliphezulu ziya kubandakanya i-metrics yokuthengisa umxholo, "i-B2B yokuthengisa umxholo", "ingcamango yomxholo", "ukulungiswa komxholo", kunye "nokusasazwa komxholo" (kwaye kungekhona udliwano-ndlebe nabathengisi bomxholo okanye "imbali yokuthengisa umxholo", njl.
Le nkqubo yamanqaku yenza ukucwangcisa isicwangciso sakho somxholo kube lula ngokwenene. Unokugqiba ngokukhawuleza ukuba ungakanani uhlobo ngalunye lomxholo oza kuwenza. Kwakhona, ungayisebenzisa kunye nezinye iimethrikhi ezibalulekileyo (siyisebenzisa nge-organic traffic potential) ukuqhubela phambili ukubeka phambili umxholo.
U-Ahrefs ebesebenzisa le modeli iminyaka, ngakumbi kumxholo we-SEO, uninzi lwento esiyipapashayo. Ilungile ekuqondeni ukuba ngawaphi amagama ophando abaluleke kakhulu.
Thatha la magama mabini angundoqo angezantsi njengomzekelo. Eyokuqala inomthamo omninzi wetrafikhi kodwa ibanzi kakhulu ukuba ingabandakanya ngokulula imveliso yethu - iya kufumana "1." Ngokwahlukileyo, igama eliphambili elinetrafikhi encinci kodwa ligxile ngakumbi kwi-SEO liya kufumana "3" kuba libaluleke kakhulu kubathengi bethu nakwimveliso yethu.
Isakhelo sokuKhona kwiShishini sisenokukulingana kakuhle ukuba usebenza kumzi-mveliso osele ukho, apho sele kukho imfuneko enkulu yomxholo onxibelelene ngokuthe ngqo neemveliso ezifana nezakho. Oku kuya kwenza kube lula ukufumana izihloko ngamanqaku e-2 kunye ne-3. Unokulinganisa loo mfuno ngokujonga umthamo wokukhangela kwi-generator yethu yamagama angundoqo.
2. Ibala lokudlala lomxholo
Ibala lokudlala loMxholo, eliyilwe ngu-Ashley Faus, liphinda licinge kwakhona uhambo lomthengi njengendawo evulekileyo, yonxibelelwano, efana nebala lokudlala, ehambela kude kwindlela emgceni yefanelo yemveli.
Ijolise ekuboneleleni imidla yabaphulaphuli eyahluka-hlukeneyo kunye nezimbo zokufunda ngokunika umxube wokuntywila okunzulu, izikhokelo zobuchule, kunye neengcebiso ezisebenzayo. Ukufezekisa oku, ibandakanya izihloko kumanqanaba amathathu:
- Ingxoxo: ukugubungela izimvo ezinkulu kunye nokubaluleka kwazo.
- Qhinga: ukucacisa izikhokelo kunye neenkqubo.
- Iqhinga: Ukubonelela ngamanyathelo athile, anokuthathwa.
Ukuhlala kunye nomzekelo wesixhobo sokuthengisa umxholo, izihloko onokuthi wenze umxholo malunga nazo zinokubonakala ngathi: "yintoni ukuthengiswa komxholo" (ingcamango), "ukuphuhlisa isicwangciso sokuthengisa umxholo" (iqhinga), "indlela yokukhuthaza umxholo" (iqhinga).
Ukubonisa, le hub yomxholo kwi-Agile evela e-Atlassian yenzelwe ukuba ibe yindawo yokudlala. Kukho umxube wazo zontathu iindidi zomxholo, kwaye umsebenzisi unokuqalisa nakweyiphi na indawo, aye nzulu ngendlela athanda ngayo, kwaye atsibele kwesinye isihloko nangaliphi na ixesha.
Ngokwendalo, umxholo kufuneka udityaniswe kwaye ungadityaniswa ukuze abathengi bakwazi ukufikelela kuwo nokuba bafuna kangakanani kwaye bahambe kuwo ngokukhululekileyo. Ibhonasi yaloo nto kukufumana i-traffic organic ukusuka kumagama angundoqo ahambelanayo. Ngokuka-Ahrefs, le ndawo inye itsala ngaphezulu kwe-591k yotyelelo lwendalo rhoqo ngenyanga, kwaye kubonakala ngathi sele iza kufumana ngaphezulu.
Kodwa ibala lokudlala akufuneki livalelwe kwindawo enye. Ngethuba nje ujongana nesihloko ngezi ntlobo zintathu kwaye uvumele abantu ukuba bafikelele kuzo ngokukhululekileyo, unokwenza ukuba usasazeke kwinani elingenamkhawulo leendawo kunye namaqonga: i-microsites, izithuba zeblogi, imidiya yoluntu, i-imeyile, i-ebooks, njl.
Ndibe nencoko emfutshane no-Ashley, ingqondo esemva kwesi sikhokelo, ukuqonda apho esi sikhokelo singena khona. Ndafunda ukuba isakhelo saphuhliswa kwaye savavanywa ngabathengisi be-B2B engqondweni, kwaye kulapho kubaluleke kakhulu. Abathengisi be-B2C abanayo ingxaki enkulu kangako kubathengi "abazayo nabahambayo" kwaye baphinde bababandakanye kwiitshaneli ezahlukeneyo.
OKUFUNDILEYO FUNDA
- Yenza “Ibala lokudlala loMxholo” eloNwabisayo kubathengi (kwaye lineNzumbululo kuwe)
- Iiyure zeOfisi: Yakha ibala lokudlala eliqulathiweyo
3. Uthungelwano lwetshaneli edibeneyo
Kukho indlela yokugubungela zonke iinjongo zabathengi, izihloko, izigaba zokuhamba, kwaye amajelo okuthengisa angundoqo ngokwemvelo ngokugxila kwizinto ezibalulekileyo kubaphulaphuli bakho kunye nalapho bazimisele ukusebenzisa umxholo. Ndiyibiza ngokuba Uthungelwano lweCluster-Channel (CCN).
Imiba emibini engundoqo yesakhelo zezi:
- Amaqela: amaqela anesihloko somxholo ongqonge isihloko esisembindini, exhaswa luthungelwano lwemixholwana enxulumeneyo. Bamele izinto abantu abazikhathaleleyo.
- Iziteshi: amaqonga kunye nezixhobo apho umyalezo wakho ufikelela kubaphulaphuli bakho. Bamela iindawo zokuhlanganisana ezidibanisa wena nabaphulaphuli bakho ukuze nithethe ngezinto abazixhalabeleyo. Cinga intengiso, i-imeyile, imidiya yoluntu, uGoogle, njl.
I-CCN iqinisekisa ukuba kukho amajelo amaninzi anomxholo otsala abaphulaphuli bakho kwaye wenze uphawu lwakho lube negunya ekukhethweni ngononophelo lwezihloko.
Ngaphezu koko, esi sisikhokelo esisebenzayo kuba sikuvumela ukuba "ucudise ngaphandle" uninzi lwaso nasiphi na isihloko. Luncedo olubalulekileyo olo kuba zininzi kuphela izihloko ezinokuthi zigutyungelwe luphawu ngokukhululekileyo, ngaphandle kokwenza ujiko ube ngumxholo wefama ojikeleza umxholo ongabalulekanga ngenxa yetrafikhi.
Isakhelo siqulathe amanyathelo amahlanu.
- Chonga amaqela afanelekileyo: khetha amaqela alungelelaniswe nobuchule bophawu lwakho kunye nomdla wabaphulaphuli.
- Chaza imixholwana: ngaphakathi kweqela ngalinye, phawula imixholwana ebanzi ukuze ifikeleleke.
- Ukuvelisa umxholo ongundoqo: khetha isitishi esiphambili kunye nefomathi yomxholo onzulu, ukwenza oku kungundoqo wakho ukutsala i-traffic kwamanye amaqonga.
- Ukusasaza kuwo onke amajelo: phinda injongo yomxholo ube yifomathi encinci, engqamene netshaneli.
- Amaqela onxibelelwano kunye nemixholwana: qhagamshela amaqela anxulumeneyo kunye nezihloko. Amathuba kukuba, abantu abanomdla kwiqela elingaphezulu kwesinye (umz. i-SEO kunye nokuthengiswa komxholo).
Ukuba besinokuba nomfanekiso ngqondweni wesi sikhokelo sibandakanya amaqela amane, siya kujongeka ngolu hlobo:
Ke ukuba sisebenzise intengiso yomxholo njengeqela, enye yee-subtopics ingaba ngumxholo we-AI. Kuloo subtopic, unokwenza isithuba seblogi malunga nokuziphatha kwintengiso yomxholo kwixesha le-AI kwaye usasaze njengentambo kwi-X, unikeze eso sihloko kubamkeli be-podcast, njl.
Esi sikhokelo siya kusebenza ngcono ukuba unezixhobo zokubakho kumajelo amaninzi kwaye uzibophelele kwiinjongo zexesha elide (ukwakha ukuthembana kunye negunya kuthatha ixesha).
ICEBISO
Ungafumana amaqela kunye neesubtopics ngokukhawuleza usebenzisa i-Ahrefs' Keywords Explorer. Vele ufake iplagi igama elibanzi elinxulumene nemveliso yakho (iqela lakho), kwaye uvumele i-AI yenze ingqondo.
Ukusuka kancinane ngaphezulu kwamagama angundoqo ali-10 i-AI indifumanele igama elithi “SEO”, Amagama angundoqo afumaneka kwi-32k yamagama angundoqo awathi ke alungelelaniswa abe yi-3466 elungele ukujoliswa kwizihloko kwimizuzwana nje. Konke okunokubakho kwetrafikhi kunye negama elingundoqo lobunzima beemetrics ukunceda ngokubeka phambili.
Iingcamango zokugqibela
Kwinqaku lokugqibela, izihloko okhetha ukuzigubungela zibaluleke njengezikhokelo. Jonga isikhokelo sethu kwingcinga yomxholo ukuze ungaze uphelelwe zizimvo.
Umthombo ovela Ahrefs
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-ahrefs.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
