IiFunnels zeNtengiso: Yonke into ekufuneka uyazi

Ukwazi ukuba i-funnel yentengiso isebenza njani inokukunceda ukuba uhlolisise iingxaki kunye nokuphucula isicwangciso sakho sokuthengisa.

Kwesi sikhokelo, ndiza kukubonisa yonke into ekufuneka uyazi malunga neefuneli zentengiso.

Masiqalise.

Yintoni ifaneli yentengiso?

Ifanitshala yentengiso luphawu olubonakalayo lwezigaba umthengi ahamba kuzo, ukusuka kuqala ukwazi ngebhrendi yakho ukuya ekubeni ngumthengi.

I-funnel yentengiso yemveli ibonakala ngolu hlobo kwaye isekwe kwimodeli ye-AIDA. Yayiqala phuhliswe kwi1898 nguE. St. Elmo Lewis, umthetheleli weentengiso.

• Ukwazisa -Xa ithemba liqonda uphawu lwakho, imveliso, okanye inkonzo.
• umdla – Xa ithemba libonisa umdla kwimveliso okanye inkonzo yakho.
• umnqweno – Xa ithemba livavanya imveliso okanye inkonzo yakho. Eli nqanaba likwabizwa ngokuba yiNgqwalasela.
• inyathelo – Xa ithemba liba ngumthengi.

Abanye abathengisi benza lula ifanitshala yokuthengisa ibe yimodeli yamanqanaba amathathu:

• Phezulu kwefaneli (TOFU) – Ukwazisa.
• Umbindi wefunnel (MOFU) – Umdla kunye nomnqweno.
• Ezantsi kwefani (BOFU) - Intshukumo.

Abanye abathengisi bafumene imodeli ekhoyo ingagqibekanga kuba igxile kuphela ekuguquleni ithemba libe ngumthengi. Ukuphinda abathengi abaxhasa ibhrendi yakho babalulekile nabo. Ke ngoko bongeza amanqanaba amabini ngaphezulu kwifuneli:

• Ukunyaniseka – Umthengi uthenga ngokuphindaphindiweyo kuwe.
• Advocacy -Umthengi ucebisa uphawu lwakho kwabanye abantu.

Izigaba zefenitshala yokuthengisa

Makhe sijonge ngakumbi kwinqanaba ngalinye le-funnel.

1. Ukwazisa

Inqanaba loKwazisa kuxa abathengi abanokubakho baqala ukufunda ngebhrendi yakho. 

Oku kunokwenzeka ngeendlela ezahlukeneyo:

• Babona enye yeentengiso zakho kwi-Instagram.
• Bakhangela into kuGoogle kwaye bafumane iwebhusayithi yakho okanye umxholo.
• Babukela enye yeevidiyo zakho kuYouTube.
• Bafumana ithuba kwiTikTok yakho.

Nokuba yintoni na, ngoku bayazi ukuba ukhona. Ngexesha elizayo xa bebona uphawu lwakho kwakhona, baya kukukhumbula. 

2. Umdla

Inqanaba loMdla kuxa abathengi abanokubakho baqala ukubonisa umdla kuhlobo lwakho:

• Bayaqonda ukuba banengxaki, kwaye unaso isisombululo esinokubakho.
• Bafuna nje ukufunda ngakumbi malunga nebhrendi yakho kunye nento oyenzayo.
• Umxholo wakho unomdla kwaye / okanye uyabonwabisa, kwaye bafuna ngakumbi.

Ngokwesiqhelo, bayakubonisa lomdla ngokuthi:

• Ukukulandela kwimidiya yoluntu (Twitter, Instagram, LinkedIn, kunye/okanye TikTok).
• Ukubhalisela uluhlu lwakho lwe-imeyile.
• Ukulandela ipodcast yakho kwiqonga labo abalithandayo (Spotify, Apple Podcasts, njl.).
• Ukubhalisela isitishi sakho sikaYouTube.
• Ukubhalisela i-webinar.

Bangenza enye okanye zonke ezi zenzo. Okukhona besenza ezi zenzo, kokukhona benomdla ngakumbi kwibhrendi yakho.

3. Umnqweno/Ingqwalasela

Inqanaba leNqweno-okanye eyaziwa ngakumbi namhlanje njengeNgqwalasela-kuxa ithemba liqala ukuvavanya imveliso okanye inkonzo yakho.

Kungenxa yokuba bayayazi into oyenzayo kunye nendlela onokubanceda ngayo ayithethi ukuba ulukhetho lwabo lokugqibela. Baza kuvavanya ezinye iindlela, bafunde uphononongo, bathethe nabahlobo kunye nosapho, kwaye bathelekise.

4. Intshukumo

Inqanaba lesenzo lelona lithe ngqo. Nguwe okhethiweyo. Bagqibe ekubeni bathenge kuwe kwaye basebenzise isisombululo sakho.

Uyenza njani ifaneli yokuthengisa

Ngelixa ifaneli yenzelwe ukuba ibe ngumboniso wohambo lomthengi, ayisebenzi ngolo hlobo kwihlabathi lokwenyani. Xa kuziwa ekuthengeni izinto, abantu abayilandeli ifunnel ngokomgca. 

Khawucinge nje ngokuziphatha kwakho. Ngaba ngokwenene uqhubela phambili kwezi zigaba ngendlela ethe ngqo? Mhlawumbi akunjalo.

Abanye abantu baya ngqo kwi-Action stage ukuba kukho isiganeko esikhuthazayo.

Abanye abantu batsiba bejikeleza izigaba kangangeenyanga ezimbalwa (okanye kwaneminyaka) phambi kokuba bafike kwi-Action stage. Abanye abantu bayagxuma bejikeleza amanqanaba kwaye abaze baqhubele phambili. Uluhlu luyaqhubeka.

Ngoko indlela yokusebenzisa i-funnel yokuthengisa kwinyani kukusebenzisa njengemodeli yengqondo ukulungelelanisa ukuthengisa kwakho. Ngamafutshane, uya kufuna ukuqiniseka ukuba wenza imisebenzi yokuthengisa okanye udala umxholo kwinqanaba ngalinye, ngoko ke ujolise abantu abahlukeneyo kwiindawo ezahlukeneyo zohambo lomthengi.

Ukuba akunjalo, vala izikhewu.

1. Ukwazisa

Injongo yakho kweli nqanaba “kukuvula ifaneli,” oko kukuthi, ukwazisa ibhrendi yakho kubantu abaninzi abafanelekileyo kangangoko.

Nanga amanye amaqhinga okwenza oko:

Phumeza isicwangciso sokuthengisa esijolise kumxholo wokukhangela

Amathemba akho aphantse akhangele ulwazi olunxulumene nebhrendi yakho kuGoogle. Ke uya kufuna iwebhusayithi yakho ibonakale kwiziphumo zokukhangela.

Ubuhle be Ukulungiswa kweinjini yokukhangela (SEO) kukuba ungayisebenzisa nakweliphi na inqanaba lokuthengisa.

Kwinqanaba loKwazisa, uya kufuna ukwenza umxholo ojolise kumagama angundoqo ngokukhululekileyo anxulumene nemveliso okanye inkonzo yakho. 

Umzekelo, i-Ahrefs sisixhobo se-SEO se-all-in-one. Ngokwendalo, siya kudala umxholo ojikeleze izihloko ezinxulumene ne-SEO. Kodwa ukuze sandise ifanitshala, sikwajolisa kumagama angundoqo ajikeleze izihloko ezibanzi ezifana nokuthengiswa kwedijithali kunye urhwebo. 

Kungakhathaliseki ukuba leliphi inqanaba le-funnel yokuthengisa owenza umxholo wayo, kuya kufuneka wenze uphando lwegama elingundoqo.

Uphando lwegama elingundoqo yinkqubo yokufumanisa imibuzo ebalulekileyo yokukhangela echwethezwa ngabathengi bakho kwiinjini zokukhangela ezifana noGoogle ukukhangela iimveliso, iinkonzo kunye nolwazi.

Ungakwenza oku ngokungenisa amagama angundoqo ambalwa afanelekileyo kwisixhobo esifana neAhrefs' Amagama aphambili uMhloli kwaye emva koko uye kwi Amagama ahambelanayo ingxelo.

Apha, uya kubona ngaphezu kwe-4 yezigidi ezinxulumene namagama angundoqo. Ininzi kakhulu, ke siyakongeza izihluzi ezimbalwa ukucutha uluhlu ezantsi:

• Ubunzima begama elingundoqo (KD) ukuya kubuninzi be-40 ukufumana "elula ukubeka isikhundla" amagama angundoqo.
• Ukubanakho kweTrafikhi (TP) ukuya kubuncinci be-500 ukufumana izihloko ezinokubakho uphendlo lwetrafikhi.

Ukusuka apha, uya kufuna ukuya kuluhlu ukuze ufumane amagama angundoqo afanelekileyo kwindawo yakho.

Cofa kubaphulaphuli babanye abantu

Abanye abantu kwishishini lakho bakhe abaphulaphuli abaninzi abathembekileyo, abaphulaphuli kunye nababukeli. Ungayiphakamisa loo nto kwaye uveze uphawu lwakho kwiqela elitsha labantu.

Umzekelo, igosa lethu eliyintloko lezentengiso, Tim Soulo, ivela rhoqo kwiipodcasts:

Imbonakalo yePodcast ayikuphela kwendlela. Unokuvela kwi-webinar, ubekhona kwinkomfa, ubhale iposti yeendwendwe, okanye wenze umxholo (njengalowo ugxa wam, UMichal Pecánek, wenza):

Lungisa uluhlu lwabantu ongathanda ukusebenza nabo kwishishini lakho. Emva koko fikelela kubo kwaye ubone ukuba bazimisele na ukusebenza nawe. Babonise ukuba yintoni na kubo, kwaye amathuba akho okuphumelela aya kunyuka.

iintengiso

Nokuba ziintengiso zemithombo yeendaba ezinje ngeentengiso zeTV okanye iindlela zentengiso yedijithali ezifana ne-Instagram, amakhulu kunye namawaka eemveliso zakhiwe kusetyenziswa iintengiso.

Lelinye lamaqhinga azama kakhulu kwaye avavanyiweyo okwakha ulwazi lophawu. 

Ukuba unohlahlo lwabiwo-mali, yindlela entle yokwenza iibhola zamehlo kwibhrendi yakho.

2. Umdla

Kweli nqanaba, iinjongo zakho zimbini:

• Ufuna ukubenza babhalisele uluhlu lwakho lwe-imeyile.
• Ufuna ukugcina lo mdla kwaye ubakhulisele kwinqanaba elilandelayo.

Elona nyathelo licacileyo apha kukuqhubeka nokwenza umxholo obandakanya ithemba lakho. Nokuba yiakhawunti yakho yeTikTok okanye isitishi sikaYouTube, umxholo wakho kusenokwenzeka ukuba sisizathu sokuba bakulandele. 

Ngoko nantso indlela oya kugcina umdla wabo ngayo. Ngaphandle koko, nantsi into onokuyenza:

Bacele ukuba babhalisele uluhlu lwakho lwe-imeyile

Ithemba lingabonisa umdla wabo kuhlobo lwakho ngeendlela ezahlukeneyo. Kodwa ayenziwanga alingane. Kukho uluhlu lwexabiso kwiqonga ngalinye:

I-imeyile lelona xabiso liphezulu "isalathiso senzala" onokuyifumana. Yimvume ecacileyo evela kumntu olindelekileyo kwi-inbox yabo, indawo engcwele apho baqhubela khona owona msebenzi ubalulekileyo. 

Uya kufuna ukuqiniseka ukuba uninzi lwabo lubhalisela uluhlu lwakho lwe-imeyile. Yenza umnxeba kwizenzo ezibakhumbuza ukuba babhalise. Umzekelo, kwibhlog ka-Ahrefs, sinebhokisi edadayo ecaleni kwayo yonke iposi yebhlog.

Sinawo iphepha lokufika elinikezelweyo kwincwadana yethu:

Ngelixa singakwenzi oko, unokunikela ngenkuthazo ukukhuthaza ukubhalisa. Nanku umzekelo ovela kwi-Intercom:

Nanjengoko usakha okulandelayo kwamanye amajelo, qiniseka ukuba uhlala ubakhumbuza ukuba babhalisele uluhlu lwakho lwe-imeyile:

Yenza ulandelelwano olwamkelekileyo olwazisa uphawu lwakho

Njengoko bebhalisa kuluhlu lwakho lwe-imeyile, uya kufuna ukubabandakanya ngakumbi ngokwazisa uphawu lwakho, iimveliso, iinkonzo, okanye umxholo kubo. 

Unokwenza oku ngokwenza ulandelelwano lwe-imeyile olwamkelekileyo. Oku kunokuba yi-imeyile enye okanye "ii-imeyile ezininzi" ezinde. Umzekelo, umntu obhalisela incwadana yethu yeendaba uya kufumana i-imeyile eyamkelekileyo esazisa eyona bhlog yethu eyona mxholo:

Ngaphandle kokwazisa umxholo wakho obalaseleyo, unoku:

• Bafundise into enxulumene nemveliso yakho Umzekelo, unokubafundisa indlela efanelekileyo yokwenza i-tennis footwork.
• Yazisa into malunga nemveliso yakho Umzekelo, uqalise ipere entsha yezihlangu zentenetya.
• Bonisa ixabiso lemveliso yakhot - Umzekelo, mhlawumbi izihlangu zakho zentenetya zenziwa ngokukodwa ukukhusela ukulimala okuqhelekileyo njenge-ankle ehlutshiwe.
• Xelela ibali elikhulu lokuba kutheni wenza into Umzekelo, mhlawumbi ubungumdlali wentenetya onqwenelayo, kodwa wophuke iqakala kwaye wawuphazamisa umsebenzi wakho. Ke ngoku ufuna ukunceda abanye bathintele lo mba.
• Phendula imibuzo eqhelekileyo okanye izichaso – Umzekelo, zixabisa malini izihlangu zakho, zeziphi izinto ezenziwe ngazo, nokuba azikhohlakala/azinayo imfuyo/izilwanyana ezizinzileyo, njalo njalo. 

Ukhetho lolwakho.

3. Ukuqwalasela

Kweli nqanaba, injongo yakho kukubaqinisekisa ukuba uyimveliso efanelekileyo yomsebenzi.

Nanga amanye amacebo okuqwalasela:

Fumana uphononongo oluninzi

Kusenokwenzeka ukuba zininzi iiplatifti zohlobo lokuphonononga kwi-niche yakho. Umzekelo, i-G2 yinto eyaziwayo kwihlabathi lesoftware.

Ukuba ulishishini lasekhaya, ungalibali ukuba kuhlala kukho uphononongo lukaGoogle:

Uya kufuna ukufumana uphononongo oluninzi kula maqonga. Uphononongo oluninzi-ingakumbi amanqaku aphezulu-lunokuba nefuthe ekuthathweni kwesigqibo somntu.

Akukho ndlela yakujikeleza, nangona kunjalo: Eyona ndlela ilungileyo yokufumana uphononongo olukumgangatho ophezulu kukuzisa amava amangalisayo kubathengi bakho abakhoyo. 

Nangona kunjalo, nabathengi abaneliseke kakhulu banokungakhumbuli ukushiya uphononongo, ke uya kufuna ukucela enye xa ithuba livela. Oku kunokuba kuxa bevakalisa ulwaneliseko (kwi-intanethi okanye ngaphandle kweintanethi) okanye xa beyisebenzisile/beva imveliso okanye inkonzo yakho (umzekelo, iiwebhusayithi zohambo ezifana ne-Airbnb kunye ne-TripAdvisor zidla ngokucela uphononongo xa ugqibile ukuhlala okanye ukhenketho).

Okokugqibela, uya kufuna ukuphendula kolu phononongo. Nokuba zilungile okanye zingalunganga uphononongo, kwesi sifundo icebisa ukuba ukuphendula kuzo kukhokelela kumanqaku angcono xa iyonke. 

Ugxa wam, U-Andrei Țiț, iimpendulo kulo lonke uphononongo lwethu:

Yenza iphepha elichaseneyo

Abathengi bakho abanokubakho ngeke thelekisa zonke izisombululo ezinokubakho. Unokuthatha ulawulo lwengxelo yothelekiso ngokwenza iphepha elichaseneyo.

Kweli phepha, uninzi lweenkampani ziya kwenza uthelekiso olusecaleni apho lukhoyo ngokufanelekileyo ukuphumelela. Ngelixa oko, ngelishwa, ukuziqhelanisa okusemgangathweni, besifuna ukunika imbono entsha. 

Okwethu eyakhe ngokuchasene nephepha, sigqibe kwelokuba sibonise uphononongo lomntu wesithathu kunye nokuvota kwaye sixoxe ngeempawu kuphela isixhobo sethu esinazo.

Bafundise indlela yokusebenzisa imveliso yakho

UTim wakha wathi:

Ithiyori yam yeyokuba abantu abayisayineli imveliso yakho baze bafunde indlela yokuyisebenzisa. Kuchasene, enyanisweni. Baqala bafunde indlela yokusebenzisa imveliso yakho, kwaye bayabhalisa kuba sele beyazi indlela yokuyisebenzisa.

Tim Soulo, CMO Ahrefs

Sebenzisa umxholo wakho ukukhokela amathemba akho ekuboneni indlela yokusebenzisa imveliso yakho kubomi babo bemihla ngemihla kunye nomsebenzi. Ukuba babona imveliso yakho isebenza, banokuzibona beyisebenzisa.

Ungayibona indlela oku kusebenza ngayo kuwo wonke umxholo wethu. Amanqaku ethu abonisa isixhobo sethu sezixhobo ngokubalaseleyo. Yenza njalo wethu Iividiyo ze-YouTube.  

Sikwanazo ezininzi zasimahla izifundo ezipheleleyo eya kukubonisa indlela yokusombulula iingxaki ze-SEO ngesixhobo sethu:

Nikezela ngoguqulelo lwasimahla lwemveliso yakho

Ukubona kukukholelwa. Kodwa ukubamba okanye ukusebenzisa imveliso kuya kuyibethelela kwingqondo yethemba lakho. Yiyo loo nto iinkampani zokutya zivuya kakhulu ngokunikezela ngeesampulu zasimahla-incasa enye kwaye uya kuyazi ukuba uyafuna ukuyithenga okanye hayi. 

E-Ahrefs, sibonelela ngeenguqulelo zasimahla zesixhobo sethu:

• Ahrefs Webmaster Tools – Ufikelelo lwasimahla kwi Site Explorer kwaye Uphicotho lwendawo.
• Izixhobo zethu ze-SEO zasimahla -Izixhobo ezahlukeneyo zasimahla eziza kukunceda ngophando lwamagama angundoqo, ukwakha ikhonkco, nokunye.

Xa abathengi abanokubakho besebenzisa umxholo wethu kwaye bekwazi ukulandela kunye nezixhobo zethu zasimahla, siya kuba phezulu ezingqondweni xa bethatha isigqibo sokubhalisa kwikamva.

4. Intshukumo

Abanye abantu kweli nqanaba banokufuna nje ukukhuthazwa kancinci ukuba bathenge. Ngoko injongo yakho apha kukubanika “i-nudge” yokugqibela—isizathu esinyanzelisayo sokuthenga ngoku.

Kukho iindlela ezahlukeneyo onokukwenza ngazo oku, njenge:

• Ukusebenzisa ungxamiseko. Ukuba ikhosi yakho esekwe kwiqela iyavala okanye imveliso iya kuphelelwa kungekudala, ungabakhumbuza ngobunono (musa ukuxoka!).
• Ukubonelela ngesiqinisekiso sokubuyisela imali.
• Ukuqinisekisa ukuba amava okuphuma agudileyo kwaye kulula.
• Ukubanika isaphulelo sokugqibela okanye ikhuphoni.

UKUQHUBEKA

Eli nqanaba likwayindawo elungileyo yokongeza ii-upsells. I-Upselling ithengisa izongezo zabathengi bakho kwiimveliso esele bezithenga.

Umzekelo, xa uthenga iMacBook kwiApple Store, baya kukubuza ukuba uyafuna na iAppleCare. Yi-upsell leyo. Ngokufanayo, xa uthenga ukutya eMcDonald's kwaye babuza ukuba uyafuna na ukonyusa ukutya kwakho.

Ukulinganisa impumelelo yefaneli

Njengoko usakha ifaneli yakho, kuya kufuneka ukwabele iimethrikhi ezithile kwinqanaba ngalinye. I ngqo Imetric iya kwahluka ngokuxhomekeke kwitshaneli okanye iqhinga olisebenzisayo, kodwa nazi ezinye izimvo:

• Ukwazisa – Inani labatyeleli abeza kwisiza.
• umdla – Inani labantu ababhalisela uluhlu lwe-imeyile.
• Ukuqwalasela -Ireyithi yokucofa (CTR) yee-imeyile (ii).
• Ukuguquka – Inani labantu abathenga imveliso okanye inkonzo yakho.

Qala ukulinganisa kubo ngezixhobo ezifana google Analytics. Thelekisa ezi metrics inyanga nenyanga. Ukuba ubona ukwehla okanye ukuchasana kwamanani, oko kuthetha ukuba unengxaki.

Umzekelo, unokuqaphela uninzi lwetrafikhi kwiwebhusayithi yakho, kodwa akukho mntu uguqula kuluhlu lwakho lwe-imeyile. Ukusuka apho, uya kwazi ukuba kunokubakho umba ngenqanaba loMdla. Ungazama amaqhinga ukuphucula uguqulo, olunje:

• Ukubuyisela iindwendwe ngesithembiso sokujoyina uluhlu lwakho.
• Phucula ikopi yakho yokubhalisa kwi-imeyile.
• Phucula inkuthazo oyinikezelayo ukuba ubhalise.
• Yenza ibhokisi yokubhalisa ibonakale ngakumbi.
• Ukongeza iinketho ezininzi zokubhalisa.

Ukuhlalutya kunye nokuphucula i-funnel yakho yinkqubo engapheliyo. Kodwa le yinxalenye eyonwabisayo yokuthengisa. Qhubeka nokuzama kwaye uya kufumana iindlela zokuphucula iziphumo zakho.

Iingcamango zokugqibela

Ngokobulumko obuqhelekileyo bokuthengisa, kutshiphu ukugcina abathengi kunokufumana abatsha. Ke unokuphinda ucinge ngokwandisa ngaphaya kwefenitshala yemveli kwaye ugxile kumanqanaba afana nokunyaniseka kunye nokuThenga.

Ngokomzekelo, e-Ahrefs, sinayo i abathengi-kuphela uluntu apho abathengi bethu banokuxhoma, babuze imibuzo, kwaye banike ingxelo ngesixhobo sethu. 

Kwinqanaba leNkcazo, unokucinga ngokuseka inkqubo yokudlulisela ukuze kube lula kubathengi bakho ukuthumela imveliso yakho kubahlobo babo. 

Yiloo nto nje incam yomkhenkce. Kuninzi onokukwenza. Kufuneka nje ulinge. 

Umthombo ovela Ahrefs

Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-Ahrefs ngokuzimeleyo kwe-Chovm.com. I-Chovm.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.