Wonke amabhizinisi adinga ukumaketha ukuze aphumelele. Eqinisweni, u-75% wama-CMO (Izikhulu Zokumaketha Eziyinhloko) zithi zikala impumelelo ngokukhula kwemali engenayo. Ukuthengisa kukhulisa inzuzo ngokwandisa ukuqwashisa ngomkhiqizo, ukuheha amakhasimende amasha, nokugcina abathembekile.
Nokho, ukumaketha akuyona into elula, yesikhathi esisodwa. Iyinkimbinkimbi futhi ibandakanya amasu kuzo zonke iziteshi ezahlukahlukene, njenge-imeyili, inkundla yezokuxhumana, izikhangiso zendabuko, nokuqukethwe kwewebhu. Ngakho-ke, akumangazi ukuthi abathengisi badinga indlela eqinisekile yokuhlanganisa yonke imizamo yokumaketha futhi baqinisekise ukuthi ngayinye iyasiza ngamapayipi kanye nokukhula kwemali engenayo.
Ngokujabulisayo, yilapho izinhlelo zokumaketha zingena khona. Le ndatshana izohlola lolu hlelo olubalulekile nokuthi amabhizinisi angenza kanjani uhlelo olusebenza kahle kakhulu lwemikhiqizo yawo ngo-2024.
Okuqukethwe
Yini amabhizinisi okufanele anezele ezinhlelweni zawo zokumaketha?
Amathiphu okusiza ukudala uhlelo oluhle kakhulu lokumaketha ngo-2024
Amabhizinisi wezifanekiso zamahhala angazisebenzisa ngo-2024
Sebenzisa lawa macebiso
Yini amabhizinisi okufanele anezele ezinhlelweni zawo zokumaketha?
Izinhlelo zokumaketha ziqukethe konke iqembu elifuna ukukuzuza esikhathini esimisiwe. Ngakho, ngokwemvelo, kufanele ihlanganise izingxenye ezilandelayo:
1. Isifinyezo sebhizinisi
Izinhlelo zokumaketha kumele zihlale zinesifinyezo sebhizinisi esisheshayo. Yilokho ababambiqhaza okudingeka bakuqonde mayelana nenkampani ngaphambi kokubuyekeza ezinye izingxenye zohlelo. Ngisho nalapho kukhombisa abasebenzi besikhathi eside uhlelo lokumaketha, isifinyezo sebhizinisi sizoqinisekisa ukuthi wonke umuntu usekhasini elifanayo—akekho othanda ukuphikisa phakathi nenqubo. Ngokuvamile, izifinyezo zebhizinisi kufanele zibe nezinto ezilandelayo:
- Igama lebhizinisi
- Indawo yekomkhulu
- Isitatimende semishini
2. Ukuhlaziywa kwe-SWOT
Enye into amabhizinisi okufanele ayifake esifinyezweni sawo ukuhlaziya i-SWOT. Kungani? Ibonisa amandla abo, amathuba okukhula, kanye nobuthakathaka obungase bube khona. Ngalokhu kuqonda, amabhrendi angakha kalula amasu aphatha ubuthakathaka ngenkathi yakhela phezu kwamandla.
Kodwa-ke, amabhizinisi akumele ajahe ukuhlaziya i-SWOT. Idinga ucwaningo lwemakethe oludlulele kanye nokuhlaziywa kokuncintisana ukuze kube nokunemba okungu-100%—noma yini engaphansi kwalokho kuwukumosha isikhathi. Okungcono nakakhulu, izinkampani zingabheka ukuhlaziywa kwe-SWOT njalo futhi zenze izibuyekezo lapho zithola imininingwane emisha.
3. Isinyathelo sebhizinisi
Luyini uhlelo lokumaketha ngaphandle kwesinyathelo sebhizinisi? Idokhumenti evamile, yilokho. Lesi sigaba yilapho iminyango yezokukhangisa ikhombisa khona izinjongo zayo ezithile. Ngakho-ke, akumele neze ifake noma yiziphi izinjongo zenkampani ebanzi—kushiyele uhlelo lwebhizinisi. Yonke into ekusungulweni kwebhizinisi kumele kube amaphrojekthi aqondene nokumaketha, okuvumela iqembu ukuthi lichaze izinjongo zalo nokuthi lizoyilinganisa kanjani impumelelo.
Kodwa akugcini lapho. Uma uhlelo lokumaketha lunomgomo ongaphezu kowodwa, ngalinye kufanele lisebenzise ifomethi ye-SMART (eqondile, elinganisekayo, efinyelelekayo, efanelekile, nenesikhathi esinqunyelwe) ukuze kumiswe umgomo ongcono. Isibonelo, esikhundleni sokusebenzisa imigomo ejwayelekile efana nokuthi "Khulisa abalandeli be-Instagram," inketho ye-SMART izoba "Khulisa abalandeli be-Instagram ngo-30% ngoJuni." Imininingwane yenza umehluko.
4. Ukuhlaziywa kwekhasimende
Ithimba lezentengiso lihlala licwaninga izindlela zezinkampani zokuheha amakhasimende akhokha kakhulu futhi zibe abaholi bezimboni. Lesi sigaba yilapho bengabelana ngakho ngakho konke abakutholile ocwaningweni olunjalo lwemakethe. Nokho, le nqubo iba nzima kakhulu uma amabhizinisi engawenzi umsebenzi wawo wesikole.
Noma kunjalo, izinkampani kufanele zihlale ziqinisekisa ukuthi idatha yazo isezingeni ngaphambi kokuyifingqa ohlelweni lokumaketha. Ekugcineni, isigaba sokuhlaziya ikhasimende sisiza ukukhombisa izindawo ezihlosiwe kanye nabantu babathengi babo.
5. Ukuhlaziya izimbangi
Ukuqapha umncintiswano akuwona umdlalo ongcolile. Amabhizinisi kumele ahlaziye izimbangi zawo ukuze abone ukuthi yini esebenzayo futhi ayisebenzise emasu awo. Kungakho ukuhlaziya izimbangi kuyisigaba esibalulekile ezinhlelweni zebhizinisi.
Ukugcwalisa lesi sigaba nakho kudinga ucwaningo oluthile. Amabhrendi kuzomele ahlole izimbangi zawo ngokuqonda amandla abo futhi athole ubuthakathaka noma izikhala azozisebenzisa. Isibonelo, lokhu kuhlaziya kungafaka amaphuzu alandelayo:
- Ukuma kwezimbangi
- Isabelo semakethe yezimbangi
- Iminikelo eyimpumelelo yezimbangi
- Intengo yezimbangi
6. Isu lemakethe
Manje sekuya ku-nitty-gritty. Isu lokumaketha lihlanganisa imininingwane evela ezigabeni ezedlule ukuze kuboniswe ukuthi izinkampani kufanele zibhekane kanjani nemakethe yazo eqondiwe. Isibonelo, uma ukuhlaziya koqhudelana naye kukhombisa ukuthi banokumaketha okuqinile kwenkundla yezokuxhumana, amabhizinisi angakha isu lokukhulisa imizamo yawo, njengokuthi “Sizothumela izikhathi ezi-3 ngeviki kumaphrofayela ethu enkundla yezokuxhumana.”
Okubaluleke nakakhulu, izinhlelo ezinhle kakhulu zokumaketha zinama-"Ps ayisikhombisa" kumasu azo emakethe. Ochwepheshe baphinde bayibize ngengxube yokuthengisa enwetshiwe. Nakhu okubandakanyayo:
- Product
- Inani
- Indawo
- Iphromoshini (isibonelo esingenhla siwela ngaphansi kwalesi sigaba)
- Abantu
- Inqubo
- Ubufakazi obuphathekayo
I-7. Ibhajethi
Isabelomali sokumaketha kufanele ngaso sonke isikhathi sihlukaniswe namanani entengo yomkhiqizo neminye imininingwane yezezimali. Ngakho-ke, lesi sigaba kufanele sibonise izimali ezidingekayo ezinhlosweni zokumaketha. Ithimba lingafaka zonke izindleko zalo ezilindelekile, njengokukhishwa kwemisebenzi, isofthiwe yokumaketha, amaphromoshini akhokhelwayo, nemicimbi, kufomu lohlu ukuze kube lula ukuskena.
Ngalokhu kuqonda, amabhizinisi angahlela ukutshalwa kwezimali ngokusekelwe ku-ROI elindelwe futhi ajabulele ukuqagela kwezimali okunembile kwaminyaka yonke. Nokho, uhlelo lokumaketha kufanele lube nesifinyezo sezindleko kuphela. Nokho, ithimba lezentengiso lingakha idokhumenti ehlukile ukuze uthole imininingwane eyengeziwe kanye nezibalo.
8. Iziteshi zokumaketha
Amabhizinisi angaphusha kuphi iningi lemizamo yawo yokumaketha? Lesi sigaba kufanele sifake uhlu lwamashaneli okumaketha ahlelelwa amabhrendi okuqondiswe kuwo. Nakuba abathengisi bengase basebenzise izikhala ukuze baphromothe imikhiqizo, iziteshi zokumaketha yilapho babelana khona ngokuqukethwe okuwusizo, bakhiqize imikhondo, futhi bathuthukise ukuqwashisa komkhiqizo.
Isibonelo, imikhiqizo ingangeza ukuthi iziphi izinkundla zokuxhumana ezizoba namakhasi ebhizinisi futhi zichaze inhloso yazo nokuthi zizokala kanjani impumelelo. Kuyathakazelisa ukuthi lesi sigaba sizokhombisa abaphezulu ngaphakathi nangaphandle komnyango wezokumaketha ukuthi lezi ziteshi zizosiza kanjani ukukhulisa ibhizinisi.
9. Ubuchwepheshe bokuthengisa
Okokugcina, uhlelo lokumaketha kufanele lufake isifinyezo samathuluzi esitaki sobuchwepheshe bokumaketha (MarTech). Lawa mathuluzi asiza amabhizinisi ukuthi afinyelele imigomo eshiwo ezigabeni ezedlule. Njengoba isofthiwe yokumaketha ivame ukudinga ukutshalwa kwezimali okukhulu, kubalulekile ukuyixhumanisa ne-ROI engaba khona.
Ethuluzini ngalinye, chaza inhloso yalo futhi uqinisekise ukuthi lihambisana nesu lonke. Isibonelo, ungalifaki ohlwini ithuluzi lokuphatha ukukhangisa uma i-“PPC Advertising” ingafakiwe ngaphansi kokuthi “Iziteshi Zokukhangisa.” Ngesofthiwe yezibalo zokumaketha, cacisa amamethrikhi azolandelelwa, ukubaluleka kwawo, nokuthi azolithuthukisa kanjani lonke isu lokumaketha.
Amathiphu okusiza ukudala uhlelo oluhle kakhulu lokumaketha ngo-2024
Ithiphu 1: Qala ngokuchaza uhlelo
Isinyathelo sokuqala sokwenza uhlelo lokumaketha ukuchaza umgomo. Nakuba lo mgomo uklanyelwe umnyango wezokukhangisa, kufanele uhambisane nesitatimende senhloso yebhizinisi. Kubalulekile ukucacisa, kodwa hhayi imininingwane ngokweqile. Amabhizinisi azoba namathuba anele ohlelweni lokumaketha ukuchaza amasu okuthola amakhasimende amasha nokufeza lo mgomo.
Isibonelo, uma umgomo webhizinisi “ukwenza uhambo lokubhuka lube umuzwa ojabulisayo,” umgomo wokumaketha kungaba “ukuheha abahambi, ukwazisa ngemboni yezokuvakasha, nokubaguqulela ekubeni abasebenzisi benkundla yethu yokubhuka.”
Ithiphu 2: Nciphisa amamethrikhi angukhiye
Njengoba amabhizinisi esenalo uhlelo, azoyikala kanjani impumelelo yawo? Yilapho amamethrikhi nama-KPI engena khona. Imikhiqizo kufanele inqume amamethrikhi abangawalandela ngemva kokwethula imikhankaso yabo yokumaketha. Ngazo, amabhizinisi azofunda kalula ukusebenza kwayo yonke imisebenzi yawo—amamethrikhi azophinde abonise ukuthi imizamo yokumaketha iyahambisana yini nezinjongo zebhizinisi ezinkulu.
Yize amabhizinisi amamethrikhi kufanele alandelele ancike ezinhlosweni zawo, nazi ezinye ezivame kakhulu ezinendawo kuwo wonke amasu okuthengisa:
- Finyelela: Ilandelela inani labantu abavezwe emizamweni yokumaketha, okuhlanganisa izivakashi zewebhusayithi, abalandeli benkundla yezokuxhumana, nababhalisile be-imeyili.
- Amanani okuzibandakanya: Ikala ukuthi izethameli zisebenzisana kanjani nokuqukethwe, njengokuchofoza kwewebhusayithi, ukwabelana kwenkundla yezokuxhumana, namazinga avuliwe e-imeyili.
- Izinga lokuguqulwa: Ilandelela inani lezenzo ezifiswayo amakhasimende azithatha, njengokuthenga, ukubhalisa, noma ukulanda.
- I-Cost-per-lead (CPL): Ibala izindleko ezimaphakathi zokukhiqiza imikhondo emisha ngemikhankaso yokumaketha.
- Buyela ekutshalweni kwezimali: Ikala imbuyiselo yezimali eyenziwa yimizamo yokumaketha.
Ithiphu 3: Bheka umncintiswano
Nakuba ukugxila kuphela ekusebenzeni kwangaphakathi kuvamile, amabhizinisi kufanele ahlole umncintiswano. Ukwazi amasu abo ezimakethe kusiza izinkampani ukuthola izindlela ezintsha zokugqama futhi zithole isabelo semakethe. Nokho, abathengisi kufanele ngaso sonke isikhathi bazame ukugwema ukuphindaphinda imizamo yabaqhudelana nabo.
Uma oqhudelana naye esevele ewusebenzisa umqondo, vakashela kabusha ibhodi lokudweba bese nicabanga ngezindlela ezintsha zokuhlukanisa. Abathengi bangabona kalula ukufana phakathi kwemikhiqizo futhi bangase bangakuthandi. Ngakolunye uhlangothi, ukuqonda okuvela kumaqhinga abaqhudelana nabo kunganikeza ugqozi futhi kubonise amathuba.
Isibonelo, uma oqhudelana naye ethula umkhankaso ofanayo wenkundla yezokuxhumana, ungamane ukopishe futhi unamathisele. Kunalokho, hlola indlela osebenza ngayo futhi ucabange ukuthi uwenza kanjani umkhankaso uhluke kuyilapho uletha umlayezo ofanayo. Futhi, khomba ubuthakathaka bomkhankaso futhi ubone ukuthi ingabe ushiye noma yimaphi ama-engeli angahloliwe.
Ithiphu 4: Chaza ithimba lohlelo kanye nezibopho zalo
Njengoba uhlelo lokumaketha luphelile, kubalulekile ukucacisa izibopho zeqembu. Yize kungadingekile ukuchaza kabanzi ngemisebenzi yansuku zonke yabasebenzi, amabhizinisi kufanele azi ukuthi yimaphi amaqembu nabaholi abaphethe izinhlobo ezithile zokuqukethwe, iziteshi, ama-KPI, nezinye izindawo ezibalulekile.
Ithiphu 5: Landelela ukusebenza
Amabhizinisi kufanele alinganise njalo imizamo yawo yokumaketha ukuze abone izindawo okufanele athuthukiswe futhi azithuthukise ngesikhathi sangempela. Ukuhlaziya idatha kuveza izitayela, kubonisa ukuthi yiziphi izinyathelo ezisebenze kahle, futhi kugqamisa lokho okudinga ukulungiswa. Le mininingwane ingase isetshenziselwe ukuthuthukisa izinhlelo zokumaketha zesikhathi esizayo.
Isibonelo: Uma idatha ibonisa ukuthi okuqukethwe kwefomu elide kukhiqiza ukubukwa kwekhasi okungu-400% ngaphezulu kunokuqukethwe kwefomu elifushane, amabhizinisi kufanele agxile ekudaleni okuqukethwe okude ohlelweni lwawo olulandelayo lokumaketha.
Ithiphu 6: Dala umugqa wesikhathi
Uma amabhizinisi efuna ukwenza kahle uhlelo lwawo lokumaketha, kufanele enze uhlelo lokumaketha. Kuhlanganisa yonke imisebenzi, imikhankaso, nemicimbi enezinsuku zayo zokugcina, okuvumela amaqembu ukuthi aqonde okufanele akwenze nokuthi nini. Le migqa yesikhathi ingahluka, kuye ngokuthi umkhiqizo usebenza kanjani.
Kodwa-ke, ukusetha izikhathi ezimisiwe kuzobandakanya ukuhlaziya imisebenzi nokulinganisa ubude besikhathi kuyilapho uvula isikhala samaholide nemicimbi. Futhi, ukulandelela amaphrojekthi afanayo nokuthi kuthathe isikhathi esingakanani ukuwaqeda kungasiza ekwandiseni ukunemba komugqa wesikhathi.
Amabhizinisi wezifanekiso zamahhala angazisebenzisa ngo-2024
Kuthiwani uma amabhizinisi engafuni ukudala uhlelo lwawo lokumaketha kusukela ekuqaleni? Bangasebenzisa izifanekiso zamahhala futhi bagcwalise uhlaka ngedatha edingekayo. Nazi izinhlobo ezahlukene zezinhlelo zokumaketha ezixhunywe kusifanekiso samahhala esivela ku-Asana.
- Isifanekiso sohlelo lwephrojekthi yokumaketha
- Isifanekiso sokusebenzisana se-ejensi
- Isifanekiso sohlelo lomkhankaso wokumaketha
- Isifanekiso sokuhlela umcimbi
- Isifanekiso sekhalenda lokuhlela
- Isifanekiso sesicelo sobuciko
- Isifanekiso sokuqalisa ukumaketha komkhiqizo
- Ithempulethi yecebo le-GTM
Sebenzisa lawa macebiso
Amabhizinisi awakwazi ukuqala imikhankaso yawo ngaphandle kohlelo. Kufanele bazibekele imigomo futhi bazi ukuthi bangayilandela kanjani imizamo yabo. Konke lokhu kungenzeka ngohlelo lokumaketha olusebenzayo. Amabhizinisi angalandela amathiphu nezinto ezifakwe kulo mbhalo ukuze enze uhlelo lokumaketha kusukela ekuqaleni. Kodwa uma bengakufuni ukuhlupha okwenziwa ngesandla, abathengi bebhizinisi bangasebenzisa noma yiziphi izifanekiso ezinikezwe lapha, kuye ngohlobo lohlelo lokumaketha abafuna ukulwenza.
