Usisebenzisa njani iSicwangciso soMxholo weNtengiso eNgaphakathi ukukhulisa ishishini lakho

Intengiso yangaphakathi imalunga nokubonelela ngolwazi kunye nezisombululo kwiingxaki zabaphulaphuli ojolise kubo. Ukuba nesicwangciso esisebenzayo somxholo wokuthengisa ongenayo kunceda ukwakha abathengi abathembekileyo abaphinda bathenge kwaye banokuguqulela kwiingcebiso zegama-lomlomo kwishishini lakho okanye imveliso yakho.

Kweli nqaku, siza kuxoxa ukuba yintoni intengiso engaphakathi, isebenza njani, kwaye kutheni kufuneka uyisebenzise ukuphucula isicwangciso sakho. Siza kukubonisa amanyathelo alula ukuwalandela ukuze uqalise ngentengiso engena ngaphakathi ukukhulisa ishishini lakho.

Isiqulatho
Yintoni isicwangciso somxholo wokuthengisa ongenayo
Isebenza njani intengiso yangaphakathi
Inbound vs. ukuthengisa ngaphandle
Ngubani osebenzisa intengiso yangaphakathi kwaye kutheni
Izicwangciso zentengiso zangaphakathi zokuqhuba ukukhula kweshishini

Yintoni isicwangciso somxholo wokuthengisa ongenayo

Isicwangciso somxholo wentengiso yangaphakathi igxile ekudaleni umxholo oxabisekileyo ohambelana neemfuno zeshishini lakho ekujoliswe kubo ukunceda ukusombulula iingxaki zabo kunye nokukhuthaza ubudlelwane bexesha elide labathengi.

Izisombululo ishishini lakho libonelela ngazo zinokubonakaliswa ngeendlela ezahlukeneyo, kunye nomxholo ohambelana neqonga elithile elivela kulo, kodwa lidityaniswe nenjongo yokunxibelelana nabathengi abanokubakho kuwo onke amanqanaba kumjikelo wokuthenga.

Iindidi eziqhelekileyo zezicwangciso zomxholo wokuthengisa ngaphakathi zibandakanya;

• Iibhulogi
• Iincwadi ze-E namaphepha amhlophe
• Videos
• infografikhi
• webinar
• Amanqaku eendaba
• Imidiya yokuncokola

Nangona kunjalo, umxholo onyanzelisayo unokuza kwiimilo ezininzi ezahlukeneyo kunye nobukhulu - ke yiba nobuchule xa ucinga ngeendlela ezininzi onokunikezela ngazo iimfuno zabaphulaphuli bakho.

Isebenza njani intengiso yangaphakathi?

Intengiso yangaphakathi iyasebenza xa ishishini lakho livelisa umxholo okumgangatho ophezulu abaphulaphuli bakho ojolise kubo. Ke, intengiso yangaphakathi isebenza njani?

• Ayisiyonto nje yokuthengisa. Imalunga nokwenza igama elihle lebrendi kunye nokunceda abathengi abanokubakho. Ivumela abantu ukuba bazi ukuba ungubani njengeshishini (okanye ngaphezulu malunga neemveliso zakho) kwaye inika iimpendulo eziluncedo kwimibuzo yabo.
• Inesakhono soku
  • yenza ukuphinda-phindwa kwetrafikhi kwiwebhusayithi yakho,
  • intlantsi yegama-ngomlomo ukukhuthazwa brand yakho, kunye
  • ukuvelisa kukhokelela ukunxibelelana.
• Inciphisa iindleko zentengiso kwaye ibonelela ngembuyekezo ephezulu kutyalo-mali (ROI) ekuhambeni kwexesha.
• Inceda ukudala uphawu oluthembekileyo noluthembekileyo kwaye lutsala umgangatho okhokelela kubaphulaphuli abafanelekileyo.

Ukudala isicwangciso somxholo wokuthengisa ongenayo kwakhona kunika ithuba elikhethekileyo lokuba iimpawu zikhule ngokubandakanyeka kwabathengi. Ukumamela iincoko zabathengi, ukuphendula imibuzo, kunye nokufumana impendulo kunceda amashishini aqonde ngcono indlela yokuphucula iimveliso kunye neenkonzo.

Ngoko qaphela ukuba Isikhokelo esizuzwe ngentengiso yangaphakathi kulapho ugxininisa khona isicwangciso sakho sokuthengisa ngaphandle. Abantu esele bezibandakanye ne-brand yakho kunokwenzeka ukuba bazibandakanye nezicwangciso zentengiso eziphuma ngaphandle, kwaye ke ukujolisa kubo ukuthengisa kunokusebenza ngakumbi kunokufikelela kubaphulaphuli ababanzi ngeentengiso eziqhelekileyo.

Inbound vs. ukuthengisa ngaphandle

Intengiso yangaphandle yindlela yokuthengisa etyhala imiyalezo kubathengi abanokubakho. Ibandakanya imiboniso zorhwebo, uchungechunge lweesemina, ukufowuna okubandayo, email marketing, iintengiso ezizivelelayo, iibhodi zezaziso, njl. njl I-ROI iphantsi kakhulu kunentengiso yangaphakathi.

Ukuthengiswa kwangaphakathi sisicwangciso apho udala umxholo osasaza ulwazi lophawu, okuvumela abantu ukuba bafunde ngakumbi malunga neshishini lakho. Umzekelo, banokundwendwela iwebhusayithi yakho ngolwazi, olunokuthi luqhube umdla kwiimveliso zakho kwaye lukhokelele ekuthengeni.

Ngelixa izicwangciso ezininzi eziphuma ngaphandle zithatha ixesha elininzi kunye nomzamo kwaye zisenokungavelisi zikhokelo, izicwangciso zangaphakathi zivumela amashishini ukuba abandakanye abaphulaphuli abanokuthi bafaneleke ngokulula ukuba ngabakhokeleli.

Lilonke, iindlela zokuthengisa eziphuma ngaphandle ziya zisiba ngaphantsi kwaye zingasebenzi kakuhle ngokuhamba kwexesha ngenxa yezizathu ezibini.

1. Umndilili oqhagamshelwe ngokwedijithali umntu ugutyungelwa bubuncinane be-2,000 yeziphazamiso zentengiso eziphuma ngaphandle yonke imihla. Ngenxa yoko, abathengi bafumanisa iindlela ezininzi zokuyila zokuvala le miyalezo, umzekelo, i-ad-blocking browser extensions, i-ID yomnxeba, kunye nokucoca i-spam ye-imeyile.
2. Iindleko zokufunda into entsha okanye ukuthenga kwi-Intanethi ziphantsi kakhulu kunokuya kwisemina okanye ukubhabha kumboniso worhwebo.

Kunokuba ugxininise kwintengiso ephumayo kubantu abazama ukukuvimba, unokujolisa kwiinzuzo zokuthengisa ngaphakathi, apho uzinceda khona, kwaye ishishini lakho libonakale kubantu abasele benomdla kwishishini lakho.

Ngubani osebenzisa intengiso yangaphakathi kwaye ngoba?

Amaqhinga okuthengisa angaphakathi angasetyenziswa naliphi na ishishini elifuna ukwakha ubunzulu, ubudlelwane obunamandla kunye nabathengi babo. Ngoko, wonke umntu onokusebenzisa ukuthengisa ngaphakathi kufuneka. Kwaye, malunga ne-85% yabathengi benza uphando kwi-intanethi ngaphambi kokuthenga. Intengiso yangaphakathi inokudibana nabathengi apho bakuhambo lomthengi kwaye ibanike izixhobo eziluncedo ezakha ukuthembana.

Ilungile kakhulu kumashishini amancinci kuba ayibizi kakhulu kwaye idala ithala leencwadi eliphilayo lomxholo onegama.

Izicwangciso zentengiso zangaphakathi zokuqhuba ukukhula kweshishini

Ngoku uyazi ukuba ukuthengisa ngaphakathi kunokuchaphazela kakhulu isicwangciso sokuthengisa kwaye kuyindlela ephantsi yokuguqula abathengi, uqala njani? Nazi ezinye iingcebiso kunye nemizekelo yokuthengisa okungenayo okuya kunceda ukuqhuba ukukhula kweshishini.

1 Chaza iprofayile yakho yomthengi efanelekileyo

Isicwangciso esikhulu somxholo wokuthengisa ongenayo siqala ngabaphulaphuli ojolise kubo. Ngobani? Bakhangela ntoni? Zeziphi iingxaki abanazo ezinokusonjululwa lishishini lakho? Apha kulapho wenza khona umntu ojolise kuwo.

Inqaku: Ukuba sele unalo iphepha leshishini le-Facebook, unokuphonononga ulwazi lwephepha lakho ukuze ubone idemografi yabantu abandwendwela iphepha lakho. Oku kunokuba luncedo lokuqala xa usakha i-persona yakho ekujoliswe kuyo kwaye kuya kuhlala kukhokelela kukhokelo lwakho lokuqala lokungena.

Nje ukuba uqonde abaphulaphuli bakho, unokwenza umxholo oza kubatsala ngokuthe ngqo ngokudala umxholo (iiblogi, iividiyo, njl.) Imidiya yokuncokola.

2 Yenza umxholo oqhutywa ngumntu

Ukudala umxholo osemgangathweni lilitye lembombo lesicwangciso esiphumelelayo sokuthengisa ngaphakathi. Gxininisa kumxholo obhenela ngqo kubaphulaphuli bakho ukuba:

• Nikeza ukhokelo olutsha olunokubakho ngolwazi oluxabisekileyo abafuna ukuluguqulela kubathengi
• Yomeleza ubudlelwane nabathengi abakhoyo
• Phuma kwabakhuphisana nabo

Yintoni umxholo osemgangathweni? 

Umxholo osemgangathweni ngumxholo onceda umfundi ngandlela-thile. Okukhona umxholo ubangela umdla, ukhuthaza, okanye unceda abafundi, kokukhona baya kuguqulwa babe ngabathengi.

Nazi ezinye iingcebiso ezikhawulezayo zokudala ukuthengisa umxholo onomtsalane:

• Ukubhala isihloko esihendayo
• Yenza umxholo ubonakale (uquka imifanekiso, iitshathi, imizobo kunye nevidiyo)
• Bhala nzulu, amanqaku aqhutywa yidatha
• Sebenzisa ukubalisa amabali kumxholo wakho

3 Izihloko zovavanyo

Izihloko zeendaba ziyinkalo ebalulekileyo yokudala umxholo, njengoko iintloko zihlala zigqiba ukuba ngaba umntu ucofa okokuqala kwikhonkco emva kokukhangela. Isihloko esilungileyo kufuneka siqulathe igama eliphambili lenqaku kwaye ubambe umdla womfundi.

Nanga amanye amacebiso okudala iintloko-ndaba ezilungileyo:

• Qinisekisa ukuba igama lakho elingundoqo likwisihloko
• Thatha ingqalelo ngokubhala izihloko ezikhethekileyo, ezicacileyo, ezibonelela ngento eluncedo kwaye zinike imvakalelo yongxamiseko
• Sebenzisa amanani, njenge '5 Tips...'
• Sebenzisa amagama anamandla ngokweemvakalelo
• Izihloko ezisematheni ziyakwazi ukucofa ukuba zichasiwe - kusetyenziswa amagama afana no 'hayi' kunokuba 'njalo.'

Eyona ndlela ilungileyo yokumisela ezona zihloko zeshishini lakho kuku I-A/B ivavanya izihloko zakho kwaye ubone ukuba yeyiphi efumana okona kucofa kakhulu.

4 Yenza amaphepha eentsika

Iphepha lentsika liphepha kwiwebhusayithi yakho eligubungela yonke imiba yesihloko esibalulekileyo kubaphulaphuli bakho kwindawo enye kunye namakhonkco kumaqela omxholo onxulumeneyo. Amaphepha eentsika enza ulwakhiwo lwesiza olulungelelanisiweyo olunceda amaphepha amaninzi kwirenki yesayithi yakho kuGoogle kwaye ancede abantu bafumane ulwazi kwindawo yakho ngokulula ngakumbi.

Amaphepha entsika made kuneposti yebhlog eqhelekileyo kodwa akakho nzulu kangako. Baphendula imibuzo ebanzi malunga nesihloko esithile kunye neenkcukacha ezilandelayo kumxholo weqela elinxulumene kwiphepha lentsika.

Ukwenza iphepha lentsika, qalisa ukucinga ngezihloko ofuna ukuzibeka kwindawo ngaphambi kokuba ukhathazeke ngamagama athile angundoqo. Cinga malunga nezinto ezinomdla kakhulu kubaphulaphuli bakho, imingeni, kunye neenkxalabo kwaye uqinisekise ukuba isihloko sibanzi ngokwaneleyo ukuvelisa umxholo webhlog ohambelana ngakumbi kodwa awubanzi kangangokuba awukwazi ukugubungela isihloko kwiphepha lentsika enye.

5 UPhuculo lwe-injini yokukhangela (SEO)

SEO, okanye enjini yokukhangela noun, ijolise ekuphuculeni umgangatho wephepha ukwandisa amathuba okuhamba kwi-traffic kukhangelo lwe-organic. Ke, i-SEO yokuthengisa ngaphakathi kuthetha ukujolisa kumagama angundoqo abathengi sele bekhangela kwaye baphucula amaphepha kwindawo yakho ngale migaqo.

Yintoni usetyenziso lwe-SEO kwindawo?

Kwisiza se-SEO sibhekisa ekwandiseni umxholo wephepha kunye nekhowudi yomthombo weHTML. Eyona njongo iphambili kukwenza kube lula kangangoko kuzo zombini iinjini zokukhangela kunye nabasebenzisi ukuba:

• Qonda ukuba iphepha lewebhu limalunga nantoni
• Chonga elo phepha lifanelekileyo kuphendlo (okt igama elithile elingundoqo okanye iseti yamagama angundoqo)
• Fumana elo phepha liluncedo kwaye lifanelekile ukuba libekwe kakuhle kwiphepha leziphumo zenjini yokukhangela (SERP).

Kodwa kwisiza se-SEO singaphezulu nje kwamagama angundoqo, izinto ezininzi “zegama elingundoqo-agnostic” zinempembelelo kusetyenziso lwephepha kwindawo. Ezi ziquka izinto ezifana:

• Ukusetyenziswa kwekhonkco kwiphepha: Mangaphi amakhonkco akhoyo? Ngaba bangaphakathi okanye bangaphandle? Bakhomba phi?
• Isantya sokulayisha ikhasi
• Ukusetyenziswa kwedatha ecwangcisiweyo yeSchema.org okanye olunye uphawu
• Ubume be-URL yephepha
• Iselula-yobuhlobo
• Imetadata yephepha

Ngelixa ukuphuculwa kwe-SEO kwindawo kubalulekile, akusanele ukuba uzame nje ukubeka amagama aphambili afanelekileyo - amagama aphambili kufuneka akhokele kumxholo ofanelekileyo.

6 Izithuba zebhlog yeendwendwe

Sebenzisa ukuthunyelwa kweblogi yeendwendwe ukwakha igunya kunye negama elaziwayo kwishishini lakho. Ukuba nebhlog yentengiso yangaphakathi ehambelana neminikelo yenkampani yakho kwezinye iisayithi ezinxulumene nayo inokudala i-backlinks eyakhayo kunye nokwandisa i-organic traffic. Ngelixa i-backlinks kunye ne-traffic ziyinzuzo yokuthunyelwa kweendwendwe, akufanele kube yiyona nto igxininisekile (ayisiyo intengiso).

Ekuxoxeni ukuba kutheni iblogi yeendwendwe isesona sicwangciso sokuthengisa esingena ngaphakathi, uNeil Patel ubonelela ngomzekelo wempumelelo yokubhloga yeendwendwe.

UJon Cooper wakha ukuthembeka njengengcali ye-SEO xa wayepapasha "Uluhlu olupheleleyo lweeNgcaciso zoKwakha ikhonkco.” UJon wamkela iblogi yeendwendwe, kunye neposi enye yeendwendwe epapashwe kuyo IMoz ivelise abakhenkethi abamalunga nama-400.

7 Imidiya yoluntu esebenzayo

Imithombo yeendaba zentlalo yenye yezona zixhobo zibalaseleyo zokuthengisa ezikhoyo kwaye ziya kukunceda ukuba uqhagamshelane nabathengi abanokubakho, uqhube i-traffic kwizithuba zakho zebhlog kunye nokwandisa ulwazi loluntu lwenkampani yakho. Ikwabonelela nethuba lokwazi ngcono abaphulaphuli bakho.

Awuqinisekanga ukuba kufuneka utyale imali kwimidiya yoluntu? I-Harris Poll, egameni leSprout Social, bahlolisise abathengi base-US kunye nabaphathi bezoshishino ukuba baqonde indlela abasebenzisa ngayo imidiya yoluntu kunye nokubaluleka kokuthengiswa kweendaba zoluntu. Nazi ezinye izibalo abazifumeneyo:

• I-55% yabathengi bafunda ngeempawu ezintsha kwimidiya yoluntu (oku kubaluleke ngakumbi njengoko iGen Z ifumana amandla okuthenga ngaphezulu)
• I-68% yabathengi babona ukuba imidiya yoluntu ibenza bakwazi ukusebenzisana neempawu kunye neenkampani
• I-78% yabathengi bathenga kwinkampani emva kokuba namava amnandi kunye nabo kumajelo asekuhlaleni
• I-72% yeenkampani zisebenzisa idatha yemidiya yoluntu ukwazisa izigqibo zoshishino

Kodwa hlala ukhumbula, uphawu lwakho akufuneki lubonakale kuwo onke amaqonga eendaba ezentlalo. Kubalulekile ukukhetha amajelo asetyenziswa kakhulu yimarike ojolise kuyo, qwalasela apho akhoyo:

• chitha ixesha lokuphumla
• chitha imali
• khangela ulwazi kunye neengcebiso

Nje ukuba ugqibe amajelo okuthengisa angaphakathi afanelekileyo, unokwenza umyalezo wakho.

8 Sebenza nabaphembeleli

Ukusebenza nabaphembeleli kuhlala kuhamba kunye nesicwangciso sakho semidiya yoluntu. Abaphembeleli banabalandeli abaninzi ababathandayo nabathembayo kubo; ke ngoko, zinokuba yindlela esebenzayo yokukhuthaza ishishini lakho.

Sebenzisana nabaphembeleli abadumileyo ngabantu ojolise kubo kwaye ubavumele bakhuthaze inkampani okanye imveliso yakho. Oku kunokuba kukunyuswa okanye ukuqinisekiswa kwimidiya yoluntu, okanye umntu onomdla unokubhala iposi yebhlog.

Guqula iindwendwe zibe ngabakhokheli

Nje ukuba utsale abantu kwiwebhusayithi yakho, ufuna ukubajika babe ngabakhokheli. Nazi ezinye izicwangciso zentengiso ezingenayo ukuguqula abasebenzisi / abafundi babe ngabathengi;

• Iifom zokubhalisa
• Iminxeba enyanzelisayo esenzweni (CTAs)
• Ukukhuthaza ukubhalisela incwadana yeendaba yeshishini
• Isicwangciso sephulo le-imeyile yefomyula
• Ukuthengiswa kwakhona kwePPC

Isicwangciso sephulo le-imeyile yefomyula

Kunokuba uthumele ii-imeyile ezininzi kubantu abaza kukukhuphela ngaphandle, thumela amaphulo okuthengisa nge-imeyile kubantu abathe bangena. Oku kwandisa amathuba okuba abathengi abanomdla bavule i-imeyile kwaye kunciphisa ukuba nokwenzeka kwedilesi ye-IP ukuba ifakwe kuluhlu olumnyama lwe-spam.

Qinisekisa ukuba i-A/B ivavanya ii-imeyile zakho zephulo lokuthengisa elingenayo ukuze ubone ukuba loluphi uyilo kunye nekopi esebenza kakhulu.

PPC ukuthengisa kwakhona

Ukuthengisa kwakhona kukuvumela ukuba ujolise kubantu abakhe bandwendwela iwebhusayithi yakho ngaphambili ngeentengiso ezilungiselelwe bona. Phezulu, kubonakala ngathi yintengiso yemveli; nangona kunjalo, esi sicwangciso sisebenzisa i-cookies ye-browser ukujolisa kwiintengiso zikaGoogle kubantu abakhe bandwendwela iwebhusayithi yakho ngaphambili.

Ukuthengisa kwakhona kunamandla ngakumbi kuneentengiso zemveli kuba abantu abajonga iintengiso sele bebonise umdla kwishishini lakho. Ikwakuvumela ukuba wenze iintengiso ngokwezifiso kumsebenzisi ngamnye, nto leyo ezenza zifaneleke ngakumbi kwaye zinokukhokelela kuguquko.

Yonwabela abathengi bangoku

Ufuna ukuya phezulu nangaphezulu ukonwabela abathengi bakho emva kokuba bethengile.

Unokwakha i-automation kwisicwangciso sakho sokuthengisa esingenayo. Oku kunokubandakanya umyalezo wetroli olahliweyo kubathengi abanokubakho, imiyalezo yombulelo, ii-imeyile zokulandelela ezenzelwe wena, isaphulelo esinikezwayo okanye izicelo zempendulo emva kokuthenga.

Xa ushiya abathengi beziva bonwabile emva kokuthenga kwabo, konyusa amathuba okuba babe ngabakhuthazi beshishini lakho okanye uphawu.

Yintoni elandelayo?

Nje ukuba wakhe umxholo othile kwiwebhusayithi yakho, kubandakanya namaphepha eentsika, kufuneka uwukhuphe phaya ukuze abaphulaphuli bakho bawufumane. Ewe kunjalo, i-SEO inokunceda, kodwa ezinye izinto onokuthi uzenze ukunyusa ukusebenza kwesicwangciso sakho somxholo wokuthengisa ngaphakathi kubandakanya imidiya yoluntu, izithuba zeblogi zeendwendwe, kunye nokusebenza nabaphembeleli.

Unokusebenzisa intengiso ye-imeyile kunye nezicwangciso ze-PPC zokuthengisa kwakhona ukuguqula iinkokeli zibe ngabathengi. Kwakhona, ungalibali ukonwabela abathengi abakhoyo ukuze ubajike babe ngabakhuthazi beshishini lakho.