Amafaneli okuthengisa ayizethulo ezibonakalayo zezigaba ikhasimende elidlula kuzo, kusukela ekuqaleni kokufunda ngomkhiqizo wakho kuya ekubeni yikhasimende.
Ngamunye ukumaketha kwemingcele ihlukaniswe izigaba ezintathu:
- Phezulu kwefaneli (TOFU)
- Phakathi kwefaneli (MOFU)
- Phansi kwefaneli (BOFU)
Namuhla, sizobe sikhuluma ngokumaketha okuphezulu kakhulu.
Okuqukethwe
Kuyini ukumaketha okuphezulu-of-the-funnel?
Kungani kubaluleke kakhulu okuqukethwe kwe-top-of-the-funnel?
Amasu okuthengisa amahlanu aphezulu kakhulu ongawazama
Imicabango yokugcina
Kuyini ukumaketha okuphezulu-of-the-funnel?
I-top-of-the-funnel marketing ibhekisela kumasu okuthengisa namaqhinga asetshenziselwa ukuqwashisa ngomkhiqizo noma umkhiqizo wakho.
I-TOFU okuqukethwe okudalayo—kungaba isikhangiso se-PPC noma isihloko sebhulogi—okwenza umkhiqizo wakho ube phambi kwamakhasimende amasha angaba khona.
Kungani kubaluleke kakhulu okuqukethwe kwe-top-of-the-funnel?
Okuqukethwe kwe-TOFU kubalulekile ngoba ngokuvamile kuyisu elibanzi lokumaketha, okungukuthi, amathemba amaningi phezulu, amakhasimende amaningi phansi (imvamisa). Ukwengeza, ukuqwashisa ngomkhiqizo/isevisi yakho kusiza ukukhiqiza isidingo sawo.
Isibonelo, ake sithi uthengisa ishuna ekheniwe ebanjiwe. Okuqukethwe kwakho kwe-TOFU kungaba iposi lebhulogi mayelana nezinkinga nge-tuna ekhuliswe epulazini, ukwabelana ngokuthi kungani kuyinkinga nokuthi kungani i-tuna ebanjwe zasendle ingcono kuwe nakwimvelo.
Lokhu okuthunyelwe kubhulogi kutshala imbewu emiqondweni yabathengi abangase bafune ukuqala ukuthenga i-tuna ebanjwe zasendle ngaphezu kwaleyo ekhuliswe emapulazini.
Ukusuka lapho, okuqukethwe kwe-MOFU kungaba iposi lebhulogi elixoxa ngezinkampani ezihlukene ezibamba i-tuna yasendle kanye nemikhuba yazo, futhi okuqukethwe kwe-BOFU kungaba iposi ekhuluma ngokuthi kungani inkampani yakho ine-tuna engcono kakhulu futhi ilungisa izinkinga ezidalwa ezinye izinkampani.
Ngokuqukethwe kwe-MOFU ne-BOFU, uqhudelana nezinye izinkampani ukuze uthole ukunakwa kwamakhasimende. Kodwa ngokuqukethwe kwe-TOFU, uyababamba ngaphambi kokuthi baqaphele oqhudelana nabo futhi wakhe ukwethembana nabo ngaphambi kokuthi bafike ezigabeni zocwaningo nokuthenga, okwandisa amathuba akho okuthumba indali yokugcina.
Yingakho okuqukethwe kwe-TOFU kubaluleke kakhulu—iwuchungechunge lokuqala kusixhumanisi.
Amasu okuthengisa amahlanu aphezulu kakhulu ongawazama
Ulungele ukwengeza i-TOFU kumenyu yakho yokumaketha? Nawa amaqhinga amahlanu e-TOFU okumaketha okufanele uwasebenzise ebhizinisini lakho:
1. Ukubhala okuthunyelwe kwebhulogi
Sengike ngasho ukuthi iposi lebhulogi lingaba kanjani ucezu lokuqukethwe lwe-TOFU olubalulekile ngesibonelo se-tuna. Kodwa lokho kukodwa kwabaningi—cishe wonke amabhizinisi angazuza ngokubhala okuthunyelwe kwebhulogi njengokuqukethwe kwe-TOFU.
Ake sibheke isibonelo sangempela. Ngisebenzisa ibhulogi ebizwa ngokuthi i-Adventures On The Rock, eyenza imali ngokubuyekeza nokuphromotha imikhiqizo ye-overlanding neyokukhempa. Umgomo wami uwukwenza abafundi bami bathenge imikhiqizo yami enconyiwe ukuze ngenze ikhomishini.
Phezulu kwefaneli, ngidinga ukwazisa abantu ukuthi kuyini ukuwela phezu komhlaba nokuthi kungani abantu bengathanda ukukuzama. Ngakho ngabhala lesi sihloko, ichaza konke ngokuningiliziwe:
Ukusuka lapho, leyo ndatshana iholela kwezinye izigaba zefaneli ngokukhuluma ngohlobo lwegiya oludingayo nokuthi ungalithenga kuphi lelo giya.
Ngithole lesi sihloko ucwaningo lwegama elingukhiye.
Ngiqale ngokucwaninga igama elingukhiye elithi “overlanding” ku-Ahrefs' Amagama angukhiye Ukuhlola futhi uthole ukuthi amawebhusayithi amaningi asezingeni laleli gama elingukhiye abhale indatshana echaza ukuthi kuyini ukuwela ngaphezulu nokuthi ungaqala kanjani.
Ungathola imibono yesihloko se-TOFU ngendlela efanayo. Faka ebanzi igama elingukhiye lembewu ku-Ahrefs' Keywords Explorer (noma yethu khulula ithuluzi elingukhiye generator) bese ubheka imiphumela.
2. Ukusebenzisa i-SEO
Ukusunduza isu lokuthunyelwe kwebhulogi isinyathelo esiqhubekayo, ungasebenzisa SEO ukuze uthole okuqukethwe kwakho kwe-TOFU phambi kwabantu abasha nyanga zonke—mahhala nangokuzenzakalelayo.
Ngokwesibonelo, ngabhala isihloko TOFU mayelana Ukubhala kwe-SEO kule bhulogi. Ifinyelela ekhasini lokuqala lamagama angukhiye afana nokuthi "yini i-seo ebhalayo," "ukubhala i-seo," kanye namanye angaphezu kwe-100:
Le ndatshana iletha izivakashi ezintsha ezingaphezu kwe-1,500 kusayithi lethu njalo ngenyanga futhi iholela abafundi ekusebenziseni ama-Ahrefs ukubasiza emisebenzini yabo ye-SEO.
Ezinye izibonelo ze-TOFU SEO zifaka:
- Igayidi Yebhange Yeseli Yami yokusetha kabusha i-iPhone yakho ngaphandle kwephasiwedi (15,000+ ukuvakasha ngenyanga).
- Igayidi ye-Equifax yokuthi siyini isikolo esihle (95,000+ ukuvakasha ngenyanga).
- Umhlahlandlela we-Tie.com wokuthi ubopha kanjani uthayi (36,000+ ukuvakasha ngenyanga).
Ufuna ukufunda okwengeziwe? Buyekeza wethu Umhlahlandlela oyisisekelo we-SEO.
3. Ukuthumela ezinkundleni zokuxhumana
Inkundla yezokuxhumana iyinto esobala isiteshi sokumaketha kunoma yiliphi ibhizinisi—futhi ilungele ukusabalalisa ukuqwashisa ngomkhiqizo (okungukuthi, okuqukethwe kwe-TOFU).
Ziningi izinkundla zokuxhumana nezindlela eziningi zokuzisebenzisa. Angikwazi ukukumboza wonke esihlokweni esisodwa, kodwa ngingakunikeza izibonelo ezimbalwa.
1. TacomaBeast: Instagram
I-TacomaBeast isebenzisa i-Instagram (nezinye izinkundla zokuxhumana) kahle kakhulu. Inezithameli ezihloswe kakhulu (abanikazi beToyota Tacoma) futhi ithumela okuqukethwe kwe-TOFU cishe nsuku zonke.
Okuthunyelwe kwayo kuvame ukukhanga i-niche iyonke—abantu abangabanikazi be-Tacoma futhi abafuna ukubona ama-mod e-Tacoma apholile futhi akha asebenza, nalabo abangakawazi umkhiqizo.
Lokhu okuthunyelwe kuboniswa kuzithameli zakhona ezikhona kodwa futhi kuboniswa kuma-akhawunti amaningi angakulandeli okwamanje, okwakha ukuqwashisa ngomkhiqizo. Lokhu kuyiqiniso ikakhulukazi nge-Instagram Reels namavidiyo we-TikTok.
2. I-Duolingo: TikTok
Uma sikhuluma ngeTikTok, ambalwa amabhrendi ayisebenzisayo kanye neDuolingo. Uhlelo lokusebenza olukufundisa ukukhuluma ezinye izilimi—kodwa ngeke ukwazi ukusho lokho kumavidiyo alo we-TikTok.
Yamukela umbono we-virality futhi ivele ithole uhlobo lwayo phambi kwabantu ngokuzama ukuthengisa umkhiqizo wayo ngamavidiyo wayo. Ngenxa yalokhu, amavidiyo ayo abonwa ngamakhulu ezinkulungwane ngisho nezigidi zabantu—abantu okungenzeka babe abasebenzisi bohlelo lokusebenza.
3. I-Wandering RV: Pinterest
I-Wandering RV ithola izinkulungwane zezivakashi ezintsha njalo ngenyanga ukusuka e-Pinterest. Inezithombe ezinosayizi we-Pinterest kukho konke okuthunyelwe kwebhulogi kusayithi layo futhi ihlale yabelana ngazo lapho zishicilelwa.
Isibonelo, ithumele izikhonkwane mayelana nemibono yokudla kwe-RV. Uma umuntu efunda lesi sihloko, ubona izixhumanisi zamagiya okupheka e-RV nezinye izinto. Lezi ziwaphushela phansi ifaneli.
Ungenza okufanayo ngokubamba i-akhawunti ye-Canva yamahhala futhi usebenzise isifanekiso se-“Pinterest pin”. I-Canva inezinkulungwane zezifanekiso ongazilungisa kalula ukuze zilingane nomkhiqizo wakho.
4. Ukusebenzisa izikhangiso ze-PPC
Kwesinye isikhathi, udinga ukukhokha ukuze udlale, futhi ukusebenzisa izikhangiso ze-PPC kungenye yezindlela ezinhle kakhulu zokwenza umkhiqizo wakho ube phambi kwezithameli ezintsha.
Ungadlala izikhangiso ezindaweni eziningi:
- Izikhangiso zenjini yokusesha
- Izikhangiso zenkundla yezokuxhumana
- Khombisa izikhangiso
- Etc
Enye yezindlela ezilula zokuqala ukwenza lokhu iwukukopisha lokho okusebenzela izimbangi zakho. Hamba ku-Ahrefs' I-Site Explorer, xhuma iwebhusayithi yesiqhudelani, bese uchofoza okuthi Amagama angukhiye akhokhelwe bika kumenyu engakwesokunxele.
Ngokuvamile uzobona amagama angukhiye amaningi anegama kanye namagama angukhiye e-MOFU/BOFU lapha, kodwa ngesinye isikhathi uzothola amagama angukhiye we-TOFU angewona amabhrendi ongafaka kuwo ibhidi yokuncintisana.
Okungcono nakakhulu, amagama angukhiye we-TOFU avame ukushibhile kakhulu ukubhida kuwo, njengoba bengebaningi abantu ababenzela izikhangiso.
Isibonelo, ngezikhathi ezithile sisebenzisa izikhangiso ze-PPC zamagama angukhiye afana nokuthi "caca iwebhusayithi" kanye "nombono wokuqukethwe," okungenakho ukuncintisana futhi okuyimibuzo ye-TOFU.
Lokhu futhi kwenzeka ukuba negama elingukhiye eliphakeme kakhulu Ubunzima (i-KD), okusho ukuthi kunzima ukulilinganisa ngokuphilayo ekhasini lokuqala le-Google. Ngokusebenzisa izikhangiso kulawa magama angukhiye, singawudlula umncintiswano ngaphandle kokuchitha imali eningi.
Hlola umhlahlandlela wethu wokumaketha kwe-PPC ukuze ufunde kabanzi ngaleli qhinga.
5. Ukufinyelela okuqondile
Okokugcina, ungasebenzisa ukufinyelela okuqondile njengeqhinga le-TOFU lokumaketha. Lokhu kubandakanya:
- Ukufinyelela nge-imeyili
- Imeyili ngqo
- Izingcingo
Nakuba i-imeyili eqondile nezingcingo zingasebenza kahle kakhulu ukuze uthole amakhasimende amasha, ukufinyelela nge-imeyili yikho okuyingozi kakhulu kuningi lamabhizinisi aku-inthanethi ngoba kudinga okuncane kakhulu ngokwesikhathi nemali.
Ngisebenzisa ukufinyelela ngqo yakha izixhumanisi kokuqukethwe kwami, thuthukisa izindatshana zami, futhi ngithole ozakwethu bokumaketha namakhasimende amasha. Kuyisu eliguquguqukayo nelisebenzayo.
Ngokwesibonelo, ngisanda kugijima ucwaningo oluklelisa izifundazwe eziphezulu eMelika ukuthi ziyokhempa, bese ngisebenzisa i-imeyili ukuze ngenze izintatheli zishicilele izindatshana zezindaba ngemiphumela yami. Lolu cwaningo luholele kuma-backlink amasha angaphezu kuka-40 kusayithi lami, okuhlanganisa namanye avela ku-MSN, Yahoo, kanye ne-TimeOut Magazine.
Ngaphezu kwalezi zixhumanisi ezinamandla aphezulu, ucwaningo luphinde lwathumela izinkulungwane zezivakashi ezintsha kuwebhusayithi yami.
Uma ufuna ukufunda ukuthi ungayenza kanjani into efanayo, hlola umhlahlandlela wethu ku-PR yedijithali futhi ufunde uqhubeke indlela yokuthumela i-imeyili enhle yokufinyelela.
Imicabango yokugcina
Phezulu kwefaneli kulapho amasu okuthengisa afinyelela kabanzi alele khona. Kodwa ngenxa yokuthi kukude kakhulu nalapho abathengi bethenga khona okokugcina, akuyona inketho yokuthengisa esobala kakhulu.
Nokho, okuqukethwe kwe-TOFU yilapho utshala khona imbewu engakala ibhizinisi lakho esikhathini esizayo. Nakuba kungafanele kube yindawo yokuqala ofaka kuyo isikhathi nemali, akufanele futhi inganakwa.
Umthombo ovela Ama-Ahrefs
Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla luhlinzekwa ngabakwa-Ahrefs ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
