Izinyathelo Ezi-4 Ezilula Zokudala Umuntu Womthengi

Umgomo wawo wonke umdayisi uwukuthengisa imikhiqizo eminingi futhi ufinyelele abathengi abasha. Kodwa kungenzeka kanjani lokhu? Enye indlela yokwenza lokho ukudala i-buer persona. Umuntu womthengi utshela amabhizinisi ngezethameli eziqondiswe kubo. Ibasiza ukuba bathole imigomo, amaphuzu okuzwisa ubuhlungu, kanye nezithakazelo zezilaleli zabo.

Lokhu kusho ukuthi amabhizinisi angasebenzisa umuntu othengayo ukuze agcine imizamo yawo yokumaketha igxile kuzithameli eziqondiswe kubo. Ngakho-ke funda ukuze uthole ukuthi i-buer persona iyini, indlela yokudala umuntu othengayo, namathuluzi okudala umuntu othengayo njengesifanekiso se-buer persona.

Okuqukethwe
Buyini ubuntu bomthengi?
Indlela yokudala umuntu othengayo?
Isibonelo somuntu womthengi
Amathuluzi okudala umuntu othengayo
Isiphetho

Buyini ubuntu bomthengi?

I-buer persona yaziwa nangokuthi i-marketing persona, ikhasimende lomuntu, kanye nezithameli. I-buer persona ifanekisela inganekwane encane yamakhasimende ebhizinisi aqondiwe.

Iqukethe ulwazi olufana nokubalwa kwabantu kwamakhasimende, izindawo ezibuhlungu, izinjongo, izintshisekelo, kanye nogqozi futhi isiza ibhizinisi ukuthi liqonde kangcono izidingo zababukeli balo, izinhloso, ubunzima, namaphethini okuthenga. Amabhizinisi asebenzisa abantu bomthengi ukwenza okubalulekile amasu marketing njengokuthi umlayezo wabo kufanele ube yini nokuthi yiziphi iziteshi zokumaketha okufanele bazisebenzise ukuze baqondise amakhasimende abo.

Ngakho-ke izothuthukisa ukuqwashisa komkhiqizo webhizinisi, ukuzibandakanya, ukuguqulwa, nokuthengisa. I-buer persona idalwe ucwaningo nedatha kumakhasimende. Kuwumkhuba ojwayelekile ukwakha abantu abangu-3 kuya kwabangu-5 ukuze bamele amaqembu ahlukene amakhasimende.

Indlela yokudala umuntu othengayo?

Nansi indlela yesinyathelo ngesinyathelo yokudala umuntu othengayo:

Isinyathelo 1: Imibuzo okufanele uyibuze

Ngaphambi kokuqala ucwaningo, okokuqala, ibhizinisi kufanele lichaze ukuthi yini elifuna ukuyazi kakhulu ngamakhasimende abo. Indlela enhle ukubhala imibuzo. Le mibuzo iyisisekelo socwaningo oluphumelelayo. Wonke amabhizinisi angangeza imibuzo eyengeziwe ngokwezidingo zawo.

Nayi eminye imibuzo ibhizinisi okufanele liyifake ocwaningweni:

Isinyathelo sesi-2: Yenza ucwaningo lwekhasimende

Ukwenza ucwaningo lwekhasimende kuwumongo wokudala umuntu othengayo. Amabhrendi kufanele acwaninge amakhasimende awo akhona, amakhasimende wangaphambilini, nemikhondo.

Ucwaningo kumele luhlukaniseke ngezigaba ezahlukene njengezingxoxo, izinhlolovo, kanye nedatha eku-inthanethi. Amabhizinisi kufanele aqoqe ulwazi kuyo yonke iminyango esebenzisana namakhasimende: ukumaketha okudlule, ukuthengisa, nobudlelwano bamakhasimende. Lena indlela engcono kakhulu yokuthola ulwazi mayelana namakhasimende.

Nawu umhlahlandlela wokwenza ucwaningo:

Xoxa nabasebenzi bangaphakathi

Uma ibhizinisi selivele lithengisa imikhiqizo kufanele lidale umuntu othengayo kumaklayenti awo amanje. Iminyango yabo ehlukene inolwazi oluhlukile mayelana nezithameli abazihlosile.

Ulwazi oluvela eminyangweni eyahlukene lungatholakala ngalezi zindlela ezilandelayo.

Ithimba lokuthengisa:

Ithimba lokuthengisa liyazi mayelana:

• Izinhlobo zamakhasimende abahlangana nazo
• Izinto ezenza noma eziphula isivumelwano
• Imikhiqizo eminingi futhi okungenani eyintandokazi
• Bayi-oda kanjani imikhiqizo?
• Amaphuzu okuthengisa ayingqayizivele awusizo kuklayenti lawo elifanele
• Izizathu zokuthi amakhasimende ancamele ibhrendi yakho kunezimbangi

Ithimba lezentengiso

Ithimba lezentengiso lingabelana ngemininingwane mayelana

• Inqubo yokugibela
• Okuqukethwe okuhle kakhulu okuletha amaklayenti kuwebhusayithi yawo

Ithimba lesevisi yamakhasimende

Ithimba lesevisi yamakhasimende liyazi ngalokhu:

• Imibuzo evame kakhulu ngabaqondisi
• Imibuzo evame ukubuzwa amaklayenti amanje
• Yimaphi amakhono amakhasimende abo awadingayo ukuze asebenzise imikhiqizo yawo?
• Ukuphikisa okuvamile emikhiqizweni

Izingxoxo eziqondile namaklayenti

Ukuthola ulwazi emaqenjini angaphakathi kuyisiqalo sokuqonda amakhasimende. Kodwa ukwazi okwengeziwe ngamakhasimende kuhle ukuxhumana nawo ngokuqondile.

Ngemva kokuqoqa ulwazi emaqenjini angaphakathi, amabhizinisi kufanele aqinisekise lolu lwazi ezingxoxweni eziqondile namaklayenti awo. Eqinisweni, kufanele bagxile kumakhasimende abo afanelekile, ngokusekelwe kumakhasimende abo angcono kakhulu akhona.

• Yiziphi ezibakhokhela kakhulu?
• Yiziphi okulula ukusebenza nazo?
• Yiziphi ezinemiphumela engcono kakhulu?
• Yiziphi eziwabhekisa kumakhasimende amasha?

Kwesinye isikhathi kunzima ukuxhumana ngqo namakhasimende ngakho-ke amabhizinisi kufanele awanikeze izikhuthazo zokunikela ngesikhathi sawo. Izikhuthazo zingathunyelwa mahhala kanye nezaphulelo kuma-oda azayo.

Izindlela ezingcono kakhulu zokuxhumana ngqo namaklayenti yilezi:

• Surveys
• Izingxoxo

Idatha eku-inthanethi

Ingxenye yokugcina yocwaningo iqoqa idatha eku-inthanethi ukuze kwenziwe umuntu othengayo.

Lena imithombo engcono kakhulu yokuthola idatha eku-inthanethi mayelana namakhasimende.

-Google Analytics

I-Google Analytics iyithuluzi lamahhala lokuhlola ukuziphatha ku-inthanethi kwamakhasimende afanelekile.

Abanye abathengisi bemethrikhi abapholile bangathola mayelana namakhasimende kuzibalo ze-Google

• Ulimi
• Indawo
• Ubulili
• Isiphequluli
• Bakuthola kanjani
• Noma ngabe umsebenzisi omusha noma omdala

Ukulalela komphakathi

Enye indlela enhle yokufunda ngezithameli ezifanele ukugcina iso emisebenzini yazo yenkundla yezokuxhumana. Sekuvele kushiwo ezigabeni zemibuzo ukuthi yiziphi amabhizinisi okufanele azihlole mayelana nezenzo zababukeli bawo zenkundla yezokuxhumana.

Ngaphezu kwalokho, Ukuhlaziya kwe-FBs iyithuluzi elimangalisayo lokuthola imininingwane mayelana nezithameli ezihlosiwe. Ibhrendi nayo kufanele ihlole Reddit futhi I-Quora ukuthola imibuzo abantu abayibuzayo mayelana nezimboni nemikhiqizo yabo.

Ulwenza kanjani ucwaningo uma ungenawo amakhasimende?

Uma ibhizinisi lilisha futhi lingenawo amakhasimende kufanele lihlole amakhasimende esiqhudelana nawo. Iya kumabhulogi abo kanye neziteshi zenkundla yezokuxhumana futhi uhlole amaphrofayili ezithameli ezisebenzisana nokuqukethwe kwazo.

Iwebhu efanayo, BuzzSumo, Futhi Semrush zingamathuluzi amahle okwenza ucwaningo lwamakhasimende.

Isinyathelo sesi-3: Hlukanisa ikhasimende

Ngemva kokuqoqa yonke idatha, isinyathelo esilandelayo ukuhlaziya idatha ukuze wenze amaqembu afanele. Lapho uhlaziya idatha, abathengisi bazobona ukufana okuthile.

Bazothola amakhasimende aneminyaka efanayo, izibalo zabantu, izihloko zemisebenzi, izimboni, imigomo, namaphuzu obuhlungu. Kufanele bahlukanise la makhasimende ngamaqembu.

Umdayisi angenza amaqembu ngokwezimboni noma isihloko somsebenzi. Lokhu kuzobasiza ukuthi banqume inani labantu abathengi okufanele babadale.

Isibonelo, umdayisi, osebenzisa i-B2B inkampani yezindwangu inqume ukwenza amaqembu amakhasimende akhe afanelekile ngokwemboni yawo osayizi. Ngemuva kokuqoqa amakhasimende akhe ngosayizi wawo ubonile ukuthi unezinhlobo ezintathu zamakhasimende.

• Izinkampani zezimpahla zokugqoka ezincane ukuya ezimaphakathi ezinezisebenzi zabantu abangu-3-20 kanye nesinqumo sokuthenga esenziwe abanikazi bazo.
• Izinkampani ezinosayizi omaphakathi zigxile ezimpahleni zabesifazane futhi ngokuvamile ezinabantu abangu-50-100 kubasebenzi. Izinqumo zabo zokuthenga ngokuvamile zenziwa umqondisi wokuthenga.
• Imikhiqizo yezingubo zosayizi omkhulu ezinamafekthri amaningi emazweni ahlukene. Izinqumo zabo zenziwa umphathi wokuthenga lapho inani le-oda lingaphansi kuka-US $50k.

Ngakho-ke umthengisi unqume ukudala abantu abathathu bomthengi kulawa makhasimende njengoba izisusa zabo, izidingo, imigomo, namaphuzu obuhlungu ehlukile komunye nomunye.

Isinyathelo sesi-4: Dala umuntu othengayo

Uma ibhizinisi seliqedile ucwaningo futhi lihlukanise amakhasimende ngezigaba, alungele ukudala umuntu othengayo. Kufanele banikeze umuntu othengayo igama, isithombe sesitoko, nezinye izici ezikhombayo. Umuntu othengayo kufanele abonakale njengomuntu wangempela.

Okokuqala, kufanele banqume ukuthi yiziphi izici eziyinhloko abafuna ukuzengeza kumuntu wabo womthengi. Nazi ezinye izinto eziyisisekelo ongangeza kumuntu womthengi

Izinto eziyisisekelo zeklayenti A

Igama lenganekwane: Kerry Campion

Isithombe sesitoko

Imininingwane yomuntu: Uneminyaka engu-30 ubudala, uhlala eChicago, futhi une-MBA.

Indima emsebenzini: Ungumnikazi womkhiqizo omncane wezingubo.

Ukusetshenziswa kwenkundla yezokuxhumana: Usebenzisa i-Instagram, i-Facebook, ne-Tik Tok ukuze ayisebenzise ngokomsebenzi. Uhlobo lokuqukethwe aluthandayo yizithombe zemiklamo yezingubo ezithrendayo.

Izinkinga ezihlobene nomsebenzi: Amandla abalulekile enkampani yakhe ukuhlinzeka ngezingubo zemfashini ezishesha kakhulu kumakhasimende abo. Udinga ukwazi izitayela zakamuva zemfashini zabesifazane futhi uthole abahlinzeki bendwangu abanikeza isevisi yokusabela ngokushesha ukuze bathwebule ngokushesha amathuba ebhizinisi.

Izinto eziyisisekelo zeklayenti B

Igama lenganekwane: UMark Jefferson

Isithombe sesitoko

Imininingwane yomuntu: Uneminyaka engu-37 ubudala, futhi uhlala eNew York City.

Indima emsebenzini: Ungumqondisi wokuthengwa kwempahla wezimpahla zosayizi omaphakathi.

Ukusetshenziswa kwenkundla yezokuxhumana: Usebenzisa i-Google ukuze ayisebenzise ngokomsebenzi. Okuqukethwe akuthandayo ukuhlaziya intengo yendwangu kanye nezindaba zomhlaba jikelele.

Izinkinga ezihlobene nomsebenzi:

Izindleko zokufakwa kwenkampani yakhe ziphezulu futhi ufuna ukuzehlisa. Udinga abahlinzeki abahle abahlinzeka ngendwangu yekhwalithi ngezindleko ezincane. Abahlinzeki bendawo bayabiza. Abahlinzeki bamazwe ngamazwe bahlinzeka ngendwangu ngezindleko eziphansi kodwa ukhathazekile ngekhwalithi nezinkinga zokuthumela.

Izinto eziyisisekelo zeklayenti C

Igama lenganekwane: Shwi noMtekhala

Isithombe sesitoko

Imininingwane yomuntu: Uneminyaka engu-40 ubudala, futhi uhlala eParis.

Indima emsebenzini: Ungumphathi wokuthengwa kwempahla wezimpahla zosayizi omkhulu ezisebenza ngezingubo zemidlalo.

Ukusetshenziswa kwenkundla yezokuxhumana: Usebenzisa i-Google ukuze asetshenziswe ngokochwepheshe. Okuqukethwe akuthandayo ubuchwepheshe bendwangu obuphumelelayo.

Izinkinga ezihlobene nomsebenzi: 

Inkampani yakhe izimisele ngokwamukela ubuchwepheshe bendwangu obuphambili ezimpahleni zabo zemidlalo. Udinga abahlinzeki abasha abangahlala benikeza izixazululo zobuchwepheshe obusha ukuze bahlukanise imikhiqizo yabo kwabaqhudelana nabo.

Izibonelo zomuntu womthengi

Nazi izibonelo ze-buer persona.

I-Buyer persona yeklayenti u-A

Umuntu womthengi weklayenti B

Umuntu womthengi weklayenti C

Amathuluzi okudala umuntu othengayo

Ukudala umuntu othengayo kudinga isikhathi esiningi nomzamo. Kodwa kukhona amathuluzi asiza ekudaleni umuntu othengayo. Lokhu kubandakanya:

Amathuluzi ocwaningo

• Survey monkey ukuthumela izinhlolovo
• I-BuzzSumo yocwaningo lwesimbangi
• -Google Analytics
• Ukuhluma Komphakathi
• Izibalo ze-FB

Amathuluzi okukhiqiza i-buer persona

• I-Hubspot: Yenza umuntu wami
• Semrush umuntu
• Okuqukethwe kwe-Rock I-Ultimate Buyer persona generator

Isiphetho

Abantu babathengi banikeza amabhizinisi imininingwane engcono ngamakhasimende afanelekile. Amabhizinisi kufanele awasebenzise ngendlela efanele ukuthuthukisa awo ukuqwashisa ngomkhiqizo kanye nokuthengisa imikhiqizo yabo ukuze bahehe amakhasimende amaningi. Lokhu kuqwashisa ngomkhiqizo kuzokhuphula ukuthengisa kwabo kanye nemali engenayo. Futhi khumbula ukubuyekeza i-persona njengoba ibhizinisi lakho liqhubeka nokuvela, futhi kulabo abazoqhubeka nokuthuthukisa isu labo futhi bahlole lesi sihloko sendlela yokuthuthukisa isu lebhizinisi lakho. ngokuhlaziywa kwe-SWOT.