Amanyathelo ama-5 okuPhuhlisa kunye nokuLandela uHlahlo-lwabiwo-mali lweNtengiso kuShishino oluNcinci

Isiqulatho
Yintoni ibhajethi yokuthengisa, kwaye kutheni ibalulekile?
Ishishini elincinci kufuneka lichithe malini kwintengiso?
Indlela yokwenza uhlahlo lwabiwo-mali lokuthengisa?
Uhlahlo lwabiwo-mali lwentengiso olubeka phambili iinjongo zakho

Ukuba nohlahlo lwabiwo mali lwentengiso lwamashishini amancinci kubalulekile kwaye amaxesha amaninzi inxalenye esempilweni yohlahlo lwabiwo-mali lophawu lwabo iya kubekelwa bucala ukuze isetyenziswe ngamajelo ahlukeneyo. Nangona kunjalo, wazi njani ukuba iidola zakho zokuthengisa zichithwa ngobulumko?

Ukuthengisa kwenziwa kakuhle ngesicwangciso esiluqilima sokuthengisa kunye nohlahlo lwabiwo-mali endaweni. Isebenza njengesikhokelo sokuqinisekisa ukuba uhlala ekujoliswe kuko ngoqikelelo lweendleko kunye nezokwenyani. Ukongeza, ikuvumela ukuba ulandelele i-ROI yakho kwaye ucwangcise ixesha elide kwimpumelelo yeshishini lakho.

Mhlawumbi kungenxa yoko le nto amashishini kwihlabathi jikelele eqalise ukuthatha uhlahlo lwabiwo-mali lwentengiso nzulu. NgokukaGartner 2022 CMO Spend Strategy Survey, uhlahlo lwabiwo-mali lwentengiso olubange nje i-6.4% yengeniso yenkampani ephakathi ngo-2021 iye yatsibela. 9.5% kwi 2022.

Nangona kungekho ndlela elula yokuphuhlisa nokubeka iliso kuhlahlo lwabiwo-mali lokuthengisa kumashishini amancinci, nantsi amanyathelo amahlanu okunqoba imingeni yokuqala kunye nokwenza uhlahlo lwabiwo-mali olusebenza ngokufanelekileyo. Kodwa ngaphambi kokuba sifike kuyo, makhe sijonge ukuba yintoni uhlahlo lwabiwo-mali lwentengiso ngokweenkcukacha.

Yintoni ibhajethi yokuthengisa, kwaye kutheni ibalulekile? 

Uhlahlo lwabiwo-mali lwentengiso luqikelelo lweendleko zeshishini lokukhuthaza iimveliso neenkonzo zalo okanye ukwazisa ngophawu. Iphuhliswa qho ngenyanga, ngekota, okanye ngonyaka kwaye ibanzi, igubungela zonke iindleko ezinxulumene neeprojekthi zexesha elifutshane kunye nexesha elide.

Uhlahlo lwabiwo-mali lwentengiso lubaluleke kakhulu kumashishini abo bonke ubukhulu, ngakumbi amashishini amancinci, ukunqanda iingxaki ezizayo. Ukuba amaphulo akho akaxhaswanga ngokufanelekileyo okanye inkcitho yakho yokuthengisa ayihambelani nengeniso yakho, ishishini lakho linokugcina abasebenzi abaphantsi, ukunqongophala kwezixhobo, kunye nokungafikeleli ngokwaneleyo.

Ishishini elincinci kufuneka lichithe malini kwintengiso?

Isixa semali ekufanele lichithwe lishishini ekuthengiseni siyahluka kakhulu ngokusekwe kushishino kunye nobungakanani beshishini. NgokoLawulo lwamaShishini amaNcinci aseMelika, uhlahlo lwabiwo-mali oluqhelekileyo lwentengiso lweenkampani ezinengeniso ezenza ngaphantsi kwe-5 yezigidi zeedola kwiintengiso zijikeleze. 2% -10% yengeniso yabo iyonke. Ukukunika umbono ongcono, nantsi imizekelo yeendleko zokuthengisa ezahlukeneyo amashishini afanele ukuba alindele ukukhuthaza, ukuphuhlisa, kunye nokuthengisa iimveliso zabo, iimveliso kunye neenkonzo.

Ukuthengiswa okungekho

Izicwangciso zokuthengisa zangaphakathi jikela ekudaleni umxholo oxabisekileyo ohambelana neemfuno zabathengi bakho abanokubakho kwaye ubakhuthaze ukuba bazibandakanye kubudlelwane bexesha elide kunye nebhrendi yakho. Oku kunokubandakanya imisebenzi efana nale:

• Ukwenziwa komxholo (ngokuqhelekileyo amanqaku, ii-ebooks, kunye neevidiyo)
• seo (kwiphepha le-SEO, ngaphandle kwephepha le-SEO, i-SEO yobugcisa)
• I-imeyile yokuthengisa
• Unyuso lwemidiya yoluntu

ukuthengisa ngaphandle

Intengiso yangaphandle yindlela yesiqhelo yokutyhala uphawu lwakho kubathengi abanokubakho. Idla ngokubandakanya le misebenzi ilandelayo:

• Iintengiso ze-injini yokukhangela
• Iintengiso zemidiya yoluntu
• Iintengiso zemveli
• Iintengiso zeTV
• iziganeko

Ukuthengisa okuphuma ngaphandle ngokubanzi kuneendleko eziphezulu zentengiso kumashishini amancinci kwaye zenza i-ROI encinci kunentengiso yangaphakathi.

izixhobo

Iindleko ezongezelelweyo zibandakanya naziphi na izisombululo zesoftware, ezifana nesoftware yohlahlo lwabiwo-mali, kunye neziseko zoncedo onokuthi uzifune ukuxhasa ukunyuswa kophawu. Oku kunokubandakanya iwebhusayithi yakho, isoftware ye-automation software, iinkqubo zolawulo lomxholo, ividiyo okanye usetyenziso lokudala iposi yemidiya yoluntu, kunye nokunye.

Ngokophononongo olwenziwe nguGartner ngo-2021, iinkokeli zentengiso zichithe 26.6% yohlahlo lwabiwo-mali lwabo lokuthengisa kwitheknoloji yokuthengisa, okwenza kube yeyona ndawo inkulu yotyalo-mali, ilandelwa ngamajelo ahlawulelwayo, abasebenzi kunye nee-arhente.

Nazi izikhokelo ezimbalwa zokugcina engqondweni xa umisela uhlahlo lwabiwo-mali olufanelekileyo lokuthengisa kwishishini lakho.

1. Qwalasela naluphi na uhlaziyo okanye utshintsho omele ulwenze kwisicwangciso sakho sangoku, umzekelo, ukuyilwa ngokutsha kwewebhusayithi, utshintsho lwelogi, ukuhlaziya imathiriyeli yokuthengisa, njl.
2. Zeziphi iindleko zangoku zokubhengeza, ukugcina, kunye nokwazisa ibhrendi yakho?
3. Qinisekisa ukuba ibhajethi yakho yentengiso ihambelana nohlahlo lwabiwo mali lwakho lwentengiso. Uhlahlo lwabiwo-mali lwentengiso lubhekiselele kwiindleko ezinxulumene neentengiso zentengiso, ngelixa uhlahlo lwabiwo-mali lwentengiso lubandakanya zonke iinkalo zokuthengisa, kubandakanya neentengiso. Ngoko ke, kubalulekile ukuba bobabini bawele emgceni. Ngokufanelekileyo, ufuna ukuseta i-1/3 yohlahlo lwabiwo-mali lwakho lwentengiso kunye ne-2/3 eseleyo kwezinye iindawo zokuthengisa.

Indlela yokwenza uhlahlo lwabiwo-mali lokuthengisa?

Ngoku ukuba siye sagubungela zonke iziseko zohlahlo lwabiwo-mali lokuthengisa, lixesha lokujonga isicwangciso se-5-step sokuphuhlisa uhlahlo lwabiwo-mali oluqinileyo kunye nendlela yokuyilandela.

#1 - Qonda abantu bomthengi:

Umthengi persona luphawu olusekwe kuphando lwabaphulaphuli ojolise kubo. Unokuba nabantu abaninzi abathengi kodwa ujonge ukuba ungadluli kwisihlanu. Ukwenza umntu othengayo, qala ngokuqokelela idatha malunga nabaphulaphuli ojolise kubo. 

• Yenza uphando kubathengi bakho abakhoyo
• Udliwano-ndlebe nabantu ocinga ukuba bayafana nomthengi wakho ofanelekileyo
• Chonga amanani abantu abaphulaphuli usebenzisa uhlalutyo lukaGoogle
• Sebenzisa iInsights zikaFacebook ukuze uqonde ukusebenzisana komsebenzisi nebrand yakho

Umntu womthengi kufuneka abandakanye ulwazi olulandelayo:

• Indawo
• ubudala
• umsebenzi
• ingeniso
• Education
• Inkuthazo kunye neenjongo
• Ubume bobudlelwanehi enye
• Iingxaki okanye imingeni abajongene nayo ebomini
• Yintoni enokwenza ubomi babo bube lula?

#2 -Chonga iinjongo zakho zentengiso ze-SMART kwaye uzilungelelanise nohlahlo lwabiwo-mali lwakho:

Kwintengiso, i-SMART yindlela yokumisela iinjongo ezinceda amaqela athengisayo enze iinjongo eziNgcacisiweyo, ezinokulinganiseka, ezifikelelekayo, ezinokwenyani, kunye nangexesha elifanelekileyo. Ezi njongo zenza kube lula ukumisela eyona ndlela isebenzayo kunye nokuseka eyona njongo yeendlela zokuthengisa ishishini lakho.

Unokusebenzisa iinjongo ze-SMART kulo naliphi na iphulo lokuthengisa ngokulandela la manyathelo:

• Ecacileyo – Yenza iinjongo ezicacileyo nezichaziweyo zephulo.
• Ngqi niseka -Misela iibenchmarks zentsebenzo onqwenela ukuzisebenzisa kwiinjongo zakho.
• Zifikeleleke -Sebenzisa idatha ukuvavanya ukuba zifikeleleka njani iinjongo zakho.
• Eyinyaniso - Hlalutya ukuba izicwangciso zakho zangoku zinokukunceda ufezekise iinjongo.
• Ngexesha elifanelekileyo -Gqiba ixesha elifanelekileyo leenjongo zakho (ixesha elide okanye elifutshane)

Ukufumana ngokuthe ngqo kunye neenjongo zakho zexesha elifutshane kunye nexesha elide ngundoqo ekudaleni uhlahlo lwabiwo-mali lokuthengisa oluqhuba i-ROI ephezulu. Ngokomzekelo, iinjongo zentengiso zexesha elifutshane zinokunciphisa ukukhushulwa kwamaxabiso, ukukhangisa kwe-PPC, njl., ngelixa iinjongo zentengiso zexesha elide zingabandakanya ukudala amanqaku okukhangela okwandisa ulwazi lwe-brand okanye ukwakha uluntu oluthembekileyo lwabalandeli.

Khumbula ukuba ukuthengisa akuvelisi intengiso ngobusuku obunye. Kuya kufuneka uqhubeke wenze kwaye ulungelelanise isicwangciso sakho ukuze ubone iziphumo ezilungileyo kwaye ube nokuqhekeka kwebhajethi ecacileyo yokuthengisa kufutshane ukuze ubone inkcitho yakho yokuthengisa.

#3 - Qwalasela imarike kunye nokhuphiswano; Uhlalutyo lwe-SWOT:

Ukuqonda ngcono imarike yakho ekujoliswe kuyo, ukwenza uphando lwemarike kubalulekile. Kulapho uhlalutyo lwe-SWOT lunokunceda khona. Uhlalutyo lwe-SWOT (Amandla, Ubuthathaka, Amathuba, kunye Nezoyikiso) lukunceda uhlalutye ishishini lakho kunye nabakhuphisana nabo ukwenza isicwangciso esisebenzayo sokuthengisa okanye imikhankaso yomntu ngamnye.

Nantsi indlela uhlalutyo lwe-SWOT lusebenza ngayo.

• Amandla – Zeziphi izinto ezihamba kakuhle? Yintoni ekunika inzuzo ngaphezu kwabo bakhuphisana nabo kwindawo yentengiso? Ngaba i-ROI ifanelekile?
• Ubuthathaka – Yintoni engasebenziyo? Yintoni ekubeka kwindawo engalunganga phakathi kwabo okhuphisana nabo? Bubuphi ubuthathaka bemithombo yakho yangoku?
• Amathuba -Ngawaphi amathuba alele ngaphandle kombutho wakho onokuwasebenzisa?
• Izisongelo – Zeziphi iinkalo ezingaphandle kombutho omele uziphephe?

#4 - Khetha amajelo afanelekileyo okuthengisa:

Khumbula inyathelo lokuqala ekudaleni uhlahlo lwabiwo-mali lwentengiso-ukuchonga abantu bomthengi. Ukukhetha into ojolise kuyo kuya kukunceda wenze isigqibo malunga neendlela zokufumana ezinokuthi zivelise eyona ROI inkulu.

Kuphononongo olupapashwe ngu-Statista ngo-Agasti ka-2021, i-Facebook yayiyeyona ndawo ithandwayo yeqonga leendaba zentlalo, kunye 93% yabathengisi abatyala imali kuyo. I-Instagram yabona ukusetyenziswa kwe-78% kunye nokusetyenziswa kwe-LinkedIn ye-61%.

Ukukhetha amajelo afanelekileyo, zibuze:

• Ngawaphi amajelo athi umthengi wakho afumaneke rhoqo?
• Zeziphi izakhono zeqela lakho?
• Yeyiphi imali onqwenela ukuyityala?

Apho unoluhlu lwamajelo omele uwasebenzise kumanyathelo akho okuthengisa.

#5-Umlinganiselo we-ROI:

Xa utyale inxalenye ebalulekileyo yengeniso yakho iyonke ekuthengiseni ibhrendi yakho, uya kufuna ukubona ukuba amacebo ayakunceda na okanye alimaza ibhrendi yakho ngaphambi kokucwangcisa ikamva. uhlahlo-lwabiwo mali lokuthengisa. Eyona ndlela ilungileyo yokwenza oku kukwenza umlinganiselo we-ROI.

Uninzi lomsebenzi wakho wokwenza uhlahlo lwabiwo-mali lwakwangoko uya kusekwa kuqikelelo. Nangona kunjalo, nje ukuba uqalise amaphulo okuthengisa kunye neenkqubo, kuya kufuneka ulandelele ukuba ikunceda njani ukuqhubela phambili kwiinjongo zakho. Ngokuxhomekeke kwiziphumo ozibonayo, unokufuna ukulungisa amaqhinga kunye nenkcitho yakho yokuthengisa.

Kubalulekile ukubala ukuba zeziphi iintengiso onokuzifumana kwinkcitho yakho yokuthengisa. Uninzi lwamaqela okuthengisa afuna ukulandelela iziphumo kunye nokuqhutywa kwedatha. Nangona kunjalo, bambalwa abakwenzayo kakuhle. Ngaphambi kokuba uyazi, uya kubambelela kumsebenzi oneenkcukacha kwaye ukhwelise kude nokucamngca. Umzekelo, ukukhupha izikhokelo ezitsha akukho malunga nokubetha inombolo ekhokelayo ekujoliswe kuyo kuba ayizizo zonke iinkokeli ezikhokelayo ezifanelekileyo. Izikhokelo ezimbalwa ziya kuba nexabiso eliphantsi ukuvelisa kodwa azisayi kukhokelela ekuthengisweni. Yiyo loo nto ukulandelela ukusebenza kwamanyathelo akho okuthengisa kubalulekile.

Ukuba ufumanisa ukuba imali echithwe kwitshaneli ethile okanye iphulo libangele i-ROI engaphezulu, unokufuna ukwandisa uhlahlo lwabiwo-mali lwejelo elifanayo kunyaka ozayo. Nangona kunjalo, ukuba imali yakho ayihambi ndawo, lixesha lokujonga uhlahlo lwabiwo-mali lwakho.

Uhlahlo lwabiwo-mali lwentengiso olubeka phambili iinjongo zakho

Uhlahlo lwabiwo-mali olucwangcisiweyo lokuthengisa kumashishini amancinci lusebenza njengemephu yendlela eya kukukhokelela empumelelweni. Jonga ngokusondeleyo kubathengi bakho kunye nohambo, bhala phantsi iinjongo zakho, kwaye uphephe izongezo ezingahambelani neenjongo zakho zokuthengisa. Okokugqibela, nazi ezinye izinto ozithathayo:

• Vula ukuvavanya amaqhinga amatsha kunye namajelo usebenzisa inxalenye encinci yohlahlo lwabiwo-mali lwakho.
• Thatha amanyathelo osana ngokuxhomekeke kwidatha onokufumana kuyo izandla.
• Ukusasaza uhlahlo lwabiwo-mali lwakho kuwo onke amajelo amaninzi nakuyo yonke ifuneli yokuthengisa.
• Qikelela intengiso onokuyifumana kwinkcitho yakho yokuthengisa kwaye unyuse uhlahlo lwabiwo-mali lwetshaneli ngeyona ROI iphezulu.

Landela le migaqo isisiseko kwaye ulungise ibhajethi yakho ngokusekelwe kwiziphumo ozifumanayo. Kungekudala, uya kufumana indawo emnandi yokwaba ibhajethi yakho yokuthengisa kunye nokwandisa i-ROI yakho.