Amathiphu angu-4 Wokukhetha Abathonya Abalungile Bomkhiqizo Wakho

Amabhrendi aseyazi ukuthi ukumaketha kwe-influencer kuyikusasa lokumaketha ngoba kusebenza ngokusobala. Phela, abathonya bayiziphathimandla emkhakheni wabo noma ku-niche. Kuphela Amakhasimende angu-33% athemba izikhangiso zendabuko, kodwa ngaphezu kwesigamu thembela ezincomweni zabathonya lapho wenza izinqumo zokuthenga. Futhi i Isikhungo Sokukhangisa Sedijithali ibika ukuthi u-60% wabathengi bangacabanga ukuthenga umkhiqizo ogqugquzelwe esitolo nokuthi u-40% uthenge umkhiqizo ngemuva kokubona umgqugquzeli ewusebenzisa ezinkundleni zokuxhumana.

Kepha ubakhetha kanjani abathonya abalungile bomkhiqizo wakho? Ikakhulukazi uma abadali bokuqukethwe abaningi kangaka bezama ukuba abagqugquzeli kuwo wonke amazinga. Lapha sizokunikeza ngakho konke odinga ukukwazi mayelana nokukhetha abathonya abangcono kakhulu ukusiza ukukhiqiza ukuqwashisa ngomkhiqizo futhi ulethe amakhasimende amasha ngendlela yakho.

Okuqukethwe
Yini i-influencer? Futhi bangazuza kanjani umkhiqizo wakho?
Ukuqonda imakethe yethonya
Amathuluzi okusiza ukuthola umgqugquzeli ongcono kakhulu webhizinisi lakho
Lungiselela imiyalezo yokufinyelela
Imikhuba emihle yokusebenza nabathonya
Qalisa nge-influencer marketing

Yini i-influencer? Futhi bangazuza kanjani umkhiqizo wakho?

Njengoba igama liphakamisa, i-influencer ngumuntu onethonya, kodwa lokho kusho ukuthini? Ngokuvamile i-influencer inokuqina social media ubukhona obunamandla okuba nomthelela ezinqumweni zokuthenga zabantu. Ngokuphambene nenkolelo evamile, ukuba khona kwemidiya okuqinile akusho inani eliphezulu labalandeli. Abathonya banolwazi ngabalaleli babo futhi bangakusiza ukuthi ufinyelele eyakho.

Imikhiqizo isebenzisa abathonya njengengxenye yabo marketing isu ukusiza imikhiqizo yabo namasevisi afinyelele izethameli ezihlosiwe. Kodwa kungani kusebenza?

• Banolwazi ngamalungu ezithameli zabo futhi bangakha okuqukethwe okuhlosiwe
• Baqala izingxoxo ezinkundleni zokuxhumana mayelana nomkhiqizo wakho
• Basiza ukwakha ukwethembeka komkhiqizo
• Bangathuthukisa inkundla yezokuxhumana yomkhiqizo wakho elandelayo

Ukuqonda imakethe yethonya

Ngaphambi kokuthi uqale ukufuna umuntu ozomela umkhiqizo wakho, udinga ukuqonda imakethe yethonya, ukuze wazi ukuthi yini oyifunayo.

Amazinga okuthonya

Imvamisa, imakethe yabagqugquzeli ihlukaniswa ngamaqembu ngokusekelwe kokulandelayo, okuphinde kube nomthelela enanini elihlotshaniswa nokusebenza nabo (uma abalandeli abaningi, umaka wentengo uba phezulu).

Izigaba ziyi:

• Nano-influencers: 1,000-10,000 abalandeli
• Ama-Micro-influencers: abalandeli be-10,000-50,000
• Abathonya abamaphakathi: abalandeli abangama-50,000-500,000
• Ama-Macro-influencers: abalandeli be-500,000-1M
• Ama-Mega-influencers: 1M+ abalandeli

Njengoba sishilo ngaphambili, okukhulu akusho ukuthi kungcono ngaso sonke isikhathi. Amabhrendi amaningi athola ukuxhumana nezithameli ezincane, ezizibandakanya kakhulu futhi ezihambisana nomkhiqizo zisebenza ngendlela emangalisayo.

Cabangela ukuthi ingabe kunengqondo yini ukuthi umkhiqizo wakho uphishekele usaziwayo omkhulu noma uma othile kuma-nano- noma ama-micro-influencer spheres angaba ukusetshenziswa okungcono kwesabelomali sakho.

Izilaleli ezibhekele

Kubalulekile ukuthi ucabangele izethameli zakho lapho ukhetha umgqugquzeli. Izithameli zakho ezihlosiwe zithonya konke kwakho marketing isu, futhi lokho akuhlukile uma kuziwa ekukhangiseni kwabathonya. Izithameli eziqondiwe zemvelo zomgqugquzeli kufanele zidlulele nezakho; isibonelo, uma uthengisa izicathulo zokugijima, cabanga ukusebenzisana nomsubathi, umgijimi, noma umqeqeshi womuntu siqu. Mancane amathuba okuba ubambisane nomsakazi noma umuntu wegeyimu yevidiyo.

Izinkundla zokuxhumana

Ukwazi izethameli zakho ezihlosiwe kuzokusiza ukuthi unqume ukuthi yiziphi izinkundla zokuxhumana ezingcono kakhulu ukufinyelela kuzo. Lokhu kubalulekile ngoba abagqugquzeli bazakhele idumela labo ezinkundleni ezithile. Noma bekhona ezinkundleni eziningi, bangase babe nokulandela okukhulu kweyodwa yazo.

Amapulatifomu amakhulu asetshenziselwa ukumaketha kwabathonya afaka: I-Instagram, i-Facebook, i-TikTok, i-YouTube, i-Twitter ne-Snapchat.

Ucwaningo lwakamuva lukhombisa ukuthi i-Instagram iyinkundla yokumaketha ephezulu esetshenziswa izinkampani zase-US. Cishe u-76.7% wabakhangisi bazoyisebenzisela imikhankaso yokumaketha yabathonya ngo-2023. I-Instagram ilandelwa yi-Facebook, esetshenziswa abakhangisi abangaphezudlwana nje kwengxenye (58%). I-TikTok ilandelayo, ngama-50%.

Abahlaziyi balindele ukuduma kwe-TikTok ukuthi kuqhubeke kukhuphuka futhi babikezele ukuthi izosetshenziswa ama-54% emikhiqizo ngo-2024. Ukwamukelwa kwayo ngokushesha akufanele kumangaze, njengoba inkundla iziqhayisa isilinganiso sokubandakanyeka komgqugquzeli ephakeme kakhulu kunezimbangi zayo.

I-YouTube ne-Twitter zilandelana ohlwini lwezinkundla zokumaketha zabathonya abaphezulu. Kulindeleke ukuthi zisetshenziswe ngu-44.2% no-25.5% wemikhiqizo, ngokulandelana.

I-Snapchat, uhlelo lokusebenza lokwabelana ngezithombe nokuthumela imiyalezo oludumile, kubikezelwa ukuthi izosetshenziswa u-18.5% wemikhiqizo yase-US.

Nquma ngesabelomali sakho

Alikho izinga lomkhakha lezindleko ezihambisana nokumaketha komgqugquzeli, futhi izici eziningi zingena ekunqumeni intengo yokudala okuqukethwe.

Isilinganiso senani lokumaketha kwabathonya sincike ezintweni ezimbalwa:

• Izinga labo lokuthonya (okungusayizi wokulandela kwabo)
• Experience
• Ipulatifomu
• Isidingo salowo mgqugquzeli othile
• Uhlobo lokuqukethwe abakukhiqizayo (isb., ukukhuluma ngokushesha, ividiyo, njll.)
• Ukuzibandakanya kwabalandeli nokufinyelela
• Imboni yakho

Ukuthola umgqugquzeli embonini yakho onosayizi abalungile bezethameli futhi ngaphakathi kwebhajethi yakho kufana kakhulu nendida yokuxhumanisa. Uma usuqale ukuxhuma amachashazi alungile, umphumela wakho omuhle uzoqala ukumila.

Amathuluzi okusiza ukuthola umgqugquzeli ongcono kakhulu webhizinisi lakho

Ukusesha ezinkundleni zokuxhumana ukuze uthole umuntu okwaziyo ukuthonya kuyinselele, noma ngabe usebenzisa ama-hashtag aqondene negama elingukhiye. Ngakho, nanka amanye amathuluzi angasiza:

• I-Onalytica - inikeza isofthiwe yokumaketha ye-influencer futhi isiza amabhrendi ukukala izinhlelo zawo zethonya. Kusiza amabhrendi ukuthi athole izimpendulo zemibuzo ebalulekile ayibuzayo mayelana nokumaketha kwabanomthelela njengokuthi: obani abangithonya abafanelekile, ngibabandakanya kanjani futhi ngakhe ubudlelwano, imuphi okuqukethwe okukhiqizwa umgqugquzeli engingakudala futhi ngilinganisa kanjani impumelelo ne-ROI.
• I-Meltwater - kusiza amaqembu okuthengisa aqaphe ukusakazwa kwemidiya kuzo zonke izindaba kanye nenkundla yezokuxhumana futhi athuthukise ukuphathwa komkhiqizo ngokuqonda izethameli eziqondiswe kubo kangcono. I-Meltwater iphinde isize imikhiqizo ukuthi ithole abagqugquzeli abangcono kakhulu futhi inamathuluzi engeziwe angasiza ukwakha isu lokumaketha labanamandla, ukuphatha imikhankaso kanye nokulandelela i-ROI.
• Sparktoro - ikhasa amashumi ezigidi zamaphrofayela omphakathi nawewebhu ukuze uthole ukuthi (futhi ngobani) izethameli zakho zifundeka, zilalele, zibukele, zilandele, wabelane ngazo, futhi zikhulume ngani. I-Sparktoro isiza amabhrendi ukuthi athole imithombo yeqiniso yezithameli zabo ukuze asetshenziswe ukuze athonye imizamo yawo yokumaketha.
• Imbangi IQ - izibalo zokumaketha kwezokuxhumana ngokuhlaziywa kokuncintisana okuthuthukile, i-SEO, ukubika komphakathi namathuluzi okuthengisa okuqukethwe.

Lungiselela imiyalezo yokufinyelela

Uma usunohlu olufushane lwabathonyayo, yisikhathi sokulungiselela umlayezo wokufinyelela ukuze unqume ukuthi ulingana kahle yini. Okokuqala, cabangela isu lokuphromotha ongathanda ukulisebenzisa ukuze ukwazi ukwazisa umgqugquzeli emlayezo wakho uhlobo lobudlelwano nokuqukethwe okufunayo, bese uhlela imilayezo yakho ngendlela oyifisayo kulowo mgqugquzeli othile futhi umbuze imibuzo ukuze unqume ukuthi kufaneleka yini.

Amasu okukhangisa

Kunezindlela eziningi ezihlukene zokusebenza nomuntu onethonya nokuthi angalithuthukisa kanjani ibhizinisi noma umkhiqizo wakho. Nquma isu elihle kakhulu lokuphromotha kubo, izethameli zakho kanye nezinhloso zakho. Futhi, ukuba nesicelo esithile mayelana nokudalwa kokuqukethwe kungasiza isigaba sokuxoxisana sihambe ngokushesha (njengoba sesishilo kakade, ukukhokha kungaba inselele ukuyibeka phansi).

Ezinye izibonelo zamasu okuthuthukisa zihlanganisa:

• Ukunikeza isampula yomkhiqizo wamahhala ukuze uthole isibuyekezo esithembekile, ividiyo ye-unboxing, njll.
• Nikeza ngemikhiqizo ukuze abagqugquzeli banikeze
• Bhala okuthunyelwe kwesivakashi kubhulogi yabathonya
• Khokha umgqugquzeli ukuze udale okuqukethwe koqobo ongaphinda ukwenze ngenjongo yokunye ukumaketha kwakho (isb., idemo yevidiyo, njll.)
• Khokha umgqugquzeli ukuthi adale okuqukethwe koqobo ukuze akuthumele ekhasini lakhe lomuntu siqu ukuze ukhulise ukuqwashisa ngomkhiqizo

Yenza ngokwezifiso ukufinyelela

Nakuba kungase kube usizo ukuthuthukisa uhlaka oluyisisekelo noma isifanekiso sokufinyelela kubagqugquzeli ngaphakathi kwemakethe yakho ye-niche, ukufinyelela okwenziwe ngokwezifiso kuzosebenza kangcono. Yiba yiqiniso ngokuxhumana futhi wabelane ngokuthi kungani unomuzwa wokuthi umgqugquzeli angalufanelekela umkhiqizo wakho noma umkhankaso othile.

Eminye imilayezo eyisisekelo ingase ibukeke kanje:

Sawubona [Igama]

Bengilokhu ngilandela iphrofayela yakho ku-[igama lenkundla] futhi ngiluthanda ngempela [uhlobo lokuqukethwe okwenzayo]. [Cabanga ukungeza enye imininingwane yomuntu ukuze umgqugquzeli azi ukuthi ukubonile okuqukethwe kwakhe].

Igama lami ngingu-[igama] futhi ngisebenzela [igama lebhizinisi]. Thina [sichaza ibhizinisi].

[Chaza ukuthi kungani ucabanga ukuthi kungaba yimpumelelo ukusebenza nalo mgqugquzeli, isb. lokho abafana ngakho nebhizinisi lakho]. [Batshele ukuthi kungani ufinyelela nokuthi yiluphi uhlobo lokuhlanganyela okungenzeka ulufuna].

Ngazise uma ungathanda futhi ngizokuthumela imininingwane eyengeziwe!

[Salutation],

[Igama]

Buza imibuzo

Inqubo yokufinyelela ifana nenhlolokhono: zombili izinhlangothi zifuna ukunquma ukuthi kufaneleka yini, ngakho buza imibuzo.

Imikhuba emihle yokusebenza nabathonya

Awukaqedi lapho usayine inkontileka nomuntu onethonya. Kubalulekile ukunquma isu elingcono kakhulu lomsebenzi wenu ndawonye nokwakha ubudlelwano obuhle ukuze nithole imiphumela engcono kakhulu. Ingxenye enkulu yalokhu ukubambisana. Ngakho-ke, yiziphi izinqubo ezingcono kakhulu zokusebenza nabathonya?

• Kugcine kufushane. Thola ibhalansi elungile yokunikeza incazelo eyanele ngamafuphi kodwa futhi uvumele abagqugquzeli ukuthi babe nenkululeko ethile yokuqamba.
• Khuluma ngemigomo. Xoxa ngezinjongo zomkhankaso nokuthi kubaluleke kangakanani ukuzibandakanya komgqugquzeli ukuze kuzuzwe lezi zinhloso.
• Themba. Khumbula ukuthi abagqugquzeli bazazi kangcono izethameli zabo, ngakho-ke bathembe ukuthi bazodala umsebenzi oyiqiniso.
• Xhumana. Gcina imigqa yokuxhumana ivulekile phakathi nenqubo ukuze uqinisekise ukuthi bangathola izimpendulo zanoma yimiphi imibuzo, babe nolwazi oluhle ngomkhiqizo wakho futhi baqhubeke nokuthuthukisa ubuhlobo.

Qalisa nge-influencer marketing

Ukumaketha kwe-Influencer kungase kube umsebenzi onzima, kodwa imivuzo ikufanele. Ukuze uthole abathonya abalungile bomkhiqizo wakho, khumbula:

• Yenza ucwaningo lwakho ukuze uthole abagqugquzeli bangempela, abahehayo abahambisana nezinhloso zakho, i-niche, kanye nezethameli
• Sebenzisa amathuluzi okuthengisa ukuze uqinisekise ukuthi ayalingana futhi uwabandakanye nokufinyelela okusebenzayo
• Misa imihlahlandlela ecacile yabathonya, kodwa ubanike ukulawula okwanele kokuqamba
• Yakha ubudlelwano obuhle futhi ugcine imigudu yokuxhumana ivulekile

Manje njengoba usuyazi imikhuba engcono kakhulu futhi unamathuluzi amaningana okuthola abathonya abangcono kakhulu bomkhiqizo wakho, yisikhathi sokuwasebenzisa!