Esikhathini sanamuhla sedijithali, ukumaketha kuguquke kwaba uhlelo lwezemvelo oluyinkimbinkimbi lapho amabhizinisi elwela ukufinyelela izethameli eziqondiswe kubo ngokusebenzisa iziteshi ezihlukahlukene. Izindlela ezimbili ezibalulekile zecebo lokumaketha imidiya ye-organic kanye nemidiya ekhokhelwayo. Lezi zindlela ezimbili zisebenza njengesisekelo somkhankaso wokumaketha ophumelelayo, ngayinye inikeza izinzuzo nezinselele eziyingqayizivele. Kulo mhlahlandlela obanzi, sizocubungula ngokujulile umehluko phakathi kwemidiya ephilayo kanye nemidiya ekhokhelwayo ekukhangiseni, sikhanyise ngezici zayo ezihlukene, izinzuzo, kanye nezithiyo ezingaba khona.
Ukuqonda i-Organic Media
Iyini i-Organic Media?
Imidiya ye-organic isho izindlela zemvelo, ezingakhokhelwa zokuphromotha okuqukethwe noma imikhiqizo ezithamelini. Ithembele eziteshini zemidiya ezingakhokhelwa, ezizuziwe, noma eziphethwe ukuze kufinyelelwe futhi kuhlanganyele nabantu abangaba amakhasimende. Imidiya ye-Organic ibonakala ngekhono layo lokwakha ukwethenjwa nokwethembeka nezithameli, njengoba ibonwa njengengachemi futhi iyiqiniso.
Izingxenye Ezibalulekile ze-Organic Media
- I-Search Engine Optimization (SEO): I-SEO iwumongo wemidiya yemvelo. Kubandakanya ukuthuthukisa iwebhusayithi yakho kanye nokuqukethwe ukuze kubekwe phezulu emakhasini wemiphumela yenjini yokusesha (ama-SERP) ukuze uthole amagama angukhiye afanelekile. I-Organic search traffic iyingxenye ebalulekile yemidiya yendalo, njengoba iheha abasebenzisi abafuna ulwazi, imikhiqizo, noma amasevisi ahlobene nemboni yakho. Zama okuthi http://www.semrush.com/ noma http://ads.google.com/home/tools/keyword-planner/ ukuze uthole usizo lokuthola amagama angukhiye afanelekile.
- Ukumakethwa kokuqukethwe: Ukudalwa kokuqukethwe kwekhwalithi ephezulu kuyingxenye ebalulekile yemidiya yemvelo. Amabhulogi, izindatshana, amavidiyo, kanye ne-infographics kusetshenziselwa ukunikeza ulwazi olubalulekile kuzithameli zakho. Uma kwenziwa ngempumelelo, ukumaketha okuqukethwe kungashayela ithrafikhi yezinto eziphilayo, kubandakanye abasebenzisi, futhi kusungule umkhiqizo wakho njengesiphathimandla emkhakheni wakho.
- I-Social Media: Ukumaketha kwe-Organic social media kubandakanya ukwakha nokukhulisa ubukhona bomkhiqizo wakho ezinkundleni zokuxhumana ezifana ne-Facebook, Twitter, ne-Instagram. Igxile ekudaleni okuqukethwe okubalulekile okukhuthaza ukuzibandakanya, ukwabelana, nokusebenzisana nezithameli zakho.
- Ukumaketha Nge-imeyili: Ukumaketha nge-imeyili kungenye isu le-organic media elibandakanya ukuthumela ama-imeyili aqondene nawe kwababhalisile bakho. Kuyindlela esebenzayo yokukhulisa umkhondo, ukwakha ubudlelwano, kanye nokushayela ukuguqulwa ngokuhamba kwesikhathi.
Izinzuzo ze-Organic Media
- Ingabizi: Enye yezinzuzo eziyinhloko ze-organic media ukusebenza kahle kwayo kwezindleko. Nakuba kudinga isikhathi nomzamo, ithrafikhi ekhiqizwa ngamashaneli aphilayo ayibandakanyi izindleko zokukhangisa eziqondile.
- Ukuthembeka Nokwethenjwa: Amasu emidiya ye-Organic asiza ekwakheni ukwethembeka nokwethemba kubabukeli bakho. Uma abasebenzisi bathola okuqukethwe kwakho ngokusesha noma ngezincomo, bakubona njengokuthembeke kakhulu nokungachemi.
- Ukukhula Okusimeme: Imithombo yezindaba ephilayo iphumela ekukhuleni okuzinzile, okuhlala isikhathi eside. Ngokuhamba kwesikhathi, okuqukethwe kwakho kungaqhubeka nokuheha ithrafikhi yezinto eziphilayo, noma ngaphandle kokutshalwa kwezimali okuqhubekayo.
Ikhipha Imidiya Ekhokhelwayo
Iyini Imidiya Ekhokhelwayo?
Imidiya ekhokhelwayo, njengoba negama libonisa, ihlanganisa ukusebenzisa imali ukuze kuthuthukiswe okuqukethwe noma imikhiqizo ngeziteshi ezihlukahlukene zokukhangisa. Lokhu kufaka phakathi izikhangiso zosesho ezikhokhelwayo, izikhangiso eziboniswayo, izikhangiso zenkundla yezokuxhumana, ubambiswano lwabathonya, nokuningi. Imidiya ekhokhelwayo ibonakala ngekhono layo lokuletha imiphumela esheshayo, eqondiwe.
Izingxenye Ezibalulekile Zemidiya Ekhokhelwayo
- Ukukhangisa Kokusesha Okukhokhelwayo: Ukukhangisa kokusesha okukhokhelwayo, njengezikhangiso ze-Google, kukuvumela ukuthi ubhide ngamagama angukhiye ukuze ubonise izikhangiso zakho phezulu emiphumeleni yenjini yokusesha. Lena indlela eqondiswe kakhulu yokufinyelela abasebenzisi abasesha ngenkuthalo imikhiqizo ethile noma amasevisi.
- Khombisa Ukukhangisa: Izikhangiso ezikhonjiswayo ziyizikhangiso ezibonakalayo ezivela kumawebhusayithi, izinhlelo zokusebenza zeselula, noma izinkundla zokuxhumana. Angaqondiswa kakhulu ngokusekelwe kuhlobo lwabantu, izinto abazithandayo, nokuziphatha ku-inthanethi.
- Ukukhangisa Kwemidiya Yomphakathi: Ukukhangisa okukhokhelwayo kwenkundla yezokuxhumana kubandakanya ukukhangisa okuqukethwe kwakho noma imikhiqizo ezinkundleni zokuxhumana ngokuthunyelwe okuxhasiwe, izindaba, noma izikhangiso zevidiyo. Izinkundla zokuxhumana zinikeza izinketho zokukhomba eziyinkimbinkimbi ukuze ufinyelele izethameli ozifunayo.
- I-Influencer Marketing: Ukumaketha kwe-Influencer kuwuhlobo lwemidiya ekhokhelwayo lapho usebenzisana khona nabagqugquzeli ku-niche yakho ukuphromotha imikhiqizo yakho noma amasevisi kuzithameli zabo ezibandakanyekile.
Izinzuzo Zemidiya Ekhokhelwayo
- Imiphumela Esheshayo: Imidiya ekhokhelwayo inikeza imiphumela esheshayo. Ungaqala ukubona ithrafikhi, umkhondo, nokuguqulwa ngemuva nje kokwethula umkhankaso okhokhelwayo, okuwenza ulungele amaphromoshini azwela isikhathi.
- Izethameli ezihlosiwe: Imidiya ekhokhelwayo ikuvumela ukuthi uqondise izithameli zakho ozifunayo, uqinisekise ukuthi okuqukethwe kwakho kufinyelela labo okungenzeka babe nentshisekelo ekunikeni kwakho okuthile.
- Ukuqina: Imikhankaso yemidiya ekhokhelwayo inganyuswa kalula noma yehle ukuze ihlangabezane nebhajethi yakho nezinhloso zokumaketha. Lokhu kuvumelana nezimo kuvumela ukwabiwa kwensiza okuphumelelayo.
Umehluko Obalulekile Phakathi Kwemidiya Ephilayo Nekhokhelwayo
Cost
Omunye umehluko obaluleke kakhulu phakathi kwemidiya ephilayo nekhokhelwayo yizindleko ezikhona. Imidiya ye-organic incike ezindleleni ezingakhokhiwe noma ezibiza kancane, kuyilapho imidiya ekhokhelwayo ihilela ukutshalwa kwezimali okuqondile. Imidiya ye-organic ingabiza kakhulu ngokuhamba kwesikhathi, kodwa ngokuvamile idinga ukuzibophezela kwesikhathi esibalulekile ukuze ubone imiphumela emikhulu. Imidiya ekhokhelwayo, ngakolunye uhlangothi, inikeza imiphumela esheshayo kodwa iza nezindleko eziqhubekayo.
Isikhathi
Amasu emidiya ye-Organic, njenge-SEO nokumaketha kokuqukethwe, kuthatha isikhathi ukukhiqiza imiphumela. Kungase kuthathe izinyanga ezimbalwa noma ngisho neminyaka ukusungula ubukhona obuqinile bezinto eziphilayo futhi ubone ukukhula okuphawulekayo kwethrafikhi. Ngokuphambene, imikhankaso yemidiya ekhokhelwayo ingaqala ukuletha imiphumela cishe ngaso leso sikhathi, iyenze ilungele imigomo yokuthengisa yesikhashana.
Control
Imidiya ekhokhelwayo inikeza ukulawula okwengeziwe emizamweni yakho yokumaketha. Ungakwazi ukukhomba kahle izethameli zakho, ulungise ibhajethi yakho, futhi ulandelele amamethrikhi okusebenza ngesikhathi sangempela. Imidiya ye-organic, nakuba isebenza kahle, incike kuma-algorithms (isb, ama-algorithms enjini yokusesha noma ama-algorithms enkundla yezokuxhumana) kanye nokuziphatha komsebenzisi, okungabikezelwa futhi kulawuleke kancane.
Ukuthembeka
Imidiya ye-organic ngokuvamile ikhiqiza ukwethembeka okuphezulu nokwethembana phakathi kwabasebenzisi. Uma abasebenzisi bathola okuqukethwe kwakho ngosesho lwendalo noma izincomo zomphakathi, bakubona njengokwethenjelwa kakhulu nokungachemi. Imidiya ekhokhelwayo, nakuba iphumelela ekufinyeleleni izethameli, ingase ibukwe ngokungabaza ngenxa yesimo sayo sokuphromotha.
Ukuhlanganisa i-Organic ne-Paid Media
I-Synergy of Organic and Paid Media
Ukuze wandise imizamo yakho yokumaketha, kuvame ukutuseka ukuhlanganisa amasu emidiya ephilayo nekhokhelwayo. Le ndlela isebenzisa amandla azo zombili izindlela ngenkathi inciphisa ubuthakathaka bazo. Nazi ezinye izindlela zokuhlanganisa imidiya ephilayo nekhokhelwayo ngempumelelo:
- I-Keyword Synergy: Thola amagama angukhiye emvelo asebenza kahle kakhulu futhi uwasebenzise emikhankasweni yakho yosesho ekhokhelwayo ukuze uqinise ubukhona bakho emiphumeleni yenjini yokusesha.
- Ukunyuswa kokuqukethwe: Sebenzisa ukukhangisa okukhokhelwayo kwenkundla yezokuxhumana ukuze ukhulise ukufinyelela kokuqukethwe kwakho okuphilayo okusebenza kahle kakhulu, uqinisekise ukuthi kufinyelela izethameli eziningi.
- Ukubuyisela kabusha: Sebenzisa imikhankaso yokuqondisa kabusha ukuze uphinde ubandakanye abasebenzisi abake basebenzisana nokuqukethwe kwakho kwemvelo noma abavakashele iwebhusayithi yakho.
- I-Influencer Partnerships: Hlanganisa ubudlelwano be-organic influencer nephromoshini ekhokhelwayo ukuze wandise umthelela wemikhankaso yokumaketha yabathonya.
Ukulinganisa Impumelelo
Amamethrikhi e-Organic Media
Lapho ukala impumelelo yemizamo yemidiya ephilayo, gxila kulawa mamethrikhi angukhiye alandelayo:
- I-Organic Traffic: Landelela inani lezivakashi eziza kuwebhusayithi yakho ngemiphumela yosesho yemvelo noma ukudluliselwa kwezokuxhumana.
- Izikhundla zamagama angukhiye: Gada izinga lewebhusayithi yakho lamagama angukhiye okuqondiswe kuwo emiphumeleni yenjini yokusesha.
- Amamethrikhi Okuzibandakanya: Hlaziya ama-metrics okuzibandakanya komsebenzisi afana namazinga okuchofoza, izilinganiso zokugxuma, nesikhathi esichithwa ekhasini ukuze uhlole ukusebenza kokuqukethwe.
- Amamethrikhi emidiya ekhokhelwayo: Lapho uhlola ukusebenza kahle kwemikhankaso yemidiya ekhokhelwayo, naka amamethrikhi alandelayo:
- I-Click-Through Rate (CTR): Linganisa iphesenti labasebenzisi abachofoza izikhangiso zakho ezikhokhelwayo ngemva kokuzibuka.
- Izinga Lokuguqulwa: Landela umkhondo izinga abasebenzisi abachofoze ngalo ezikhangisweni zakho abaqedele isenzo osifunayo, njengokuthenga noma ukubhalisela incwadi yezindaba.
- I-Return on Investment (ROI): Bala i-ROI ngokuqhathanisa imali engenayo evela emikhankasweni yemidiya ekhokhelwayo nesamba sezindleko zokukhangisa.
Esimeni esiguqukayo njalo sokumaketha kwedijithali, ukuqonda umehluko phakathi kwemidiya ephilayo nekhokhelwayo kubalulekile ekwakheni isu eliyimpumelelo. Zombili izindlela zinamandla kanye nobuthakathaka bazo, futhi imikhankaso yokuthengisa ephumelela kakhulu ivame ukufaka izici zakho zombili. Ngokusebenzisa izinzuzo eziyingqayizivele zokwethembeka kwemidiya ephilayo kanye nokushesha kwemidiya ekhokhelwayo, amabhizinisi angakha amasu okuthengisa ahlanganiswe kahle aqhuba ukukhula nokuzibandakanya.
Khumbula ukuthi ukukhetha phakathi kwemidiya ephilayo nekhokhelwayo kufanele ihambisane nemigomo yakho ethile, isabelomali, nomugqa wesikhathi. Noma ngabe ufuna ukusimama kwesikhathi eside ngemizamo yemvelo noma imiphumela esheshayo ngemikhankaso ekhokhelwayo, indlela ecabangisisayo nenesu lakho kokubili izoholela empumelelweni yokumaketha enkathini yedijithali.
Umthombo ovela i-burstdgtl
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