Esimeni sethu samanje senkundla yezokuxhumana, ukuthanda nokwaba kuvame ukubonwa njengezimpawu zempumelelo ezinkundleni zokuxhumana. Nokho, kumabhizinisi ahlose ukuthola i-ROI enkulu, ukuqonda inani elijulile le ukuzibandakanya kwezokuxhumana kubalulekile. Le bhulogi ihlola ukuthi amabhizinisi angadlula kanjani kulawa mamethrikhi aphezulu ukuze embule umthelela wangempela wamasu awo enkundla yezokuxhumana ku-ROI.
ISIFINYEZO
Umthelela Wangempela Wokusebenzisana Kwezokuxhumana
Imaphi Amamethrikhi Abalulekile Ongawasebenzisa Ukukala Ukuhlanganyela Ngokuphumelelayo?
I-Ripple Effect Yokubandakanyeka Kwekhwalithi
Ukusebenzisa Ukulalela Komphakathi Ngemininingwane Ejulile
Amandla Okuqukethwe Okukhiqizwa Ngabasebenzisi
Abathonya kanye Nokuhlanganyela
imibuzo ejwayelekile ukubuzwa
Izwi Lokugcina Ekuhlanganyeleni Kwezokuxhumana
Izinkundla zokuxhumana zinikeza idatha eningi, kodwa kulula ukubanjwa ngama-metrics ayize. Nakuba ukuthanda nokwaba kuqondile futhi kujabulisa ukulandelela, akupendi isithombe esigcwele sokuphumelela kwesu lakho lenkundla yezokuxhumana. Inani langempela lokuzibandakanya kwenkundla yezokuxhumana lilele endleleni okuthonya ngayo ukuziphatha kwabathengi, kwakha ukwethembeka komkhiqizo, futhi kubangele ukuguqulwa.
Ukuze ulinganise ngempela umthelela wemizamo yakho, kubalulekile ukuthi ubheke isethi ebanzi yamamethrikhi futhi uqonde ukuthi asho ukuthini ebhizinisini lakho. Amazinga okuzibandakanya, imizwa yekhasimende, namazinga okuguqulwa anikeza ukuqonda okubanzi kokuthi okuqukethwe kwakho kuthinta kanjani izethameli zakho. Lokhu kujula ekuhlaziyeni kungadalula imininingwane mayelana nombono womkhiqizo wakho, ukusebenza kahle kwemiyalezo yakho, nokuthi ubukhona bakho benkundla yezokuxhumana bunikela kanjani ezinhlosweni zebhizinisi lakho lonke.
Ngaphezu kwalokho, ikhwalithi yokuxhumana ibaluleke kakhulu. Inombolo encane yokusebenzelana okunenjongo, njengempendulo yekhasimende enemininingwane noma ukwabelana ngaphakathi kwemiphakathi ye-niche, ingabaluleka kakhulu kunenombolo enkulu yokuthandwa. Lokhu kusebenzisana kwekhwalithi kungaholela ebudlelwaneni obuqinile bamakhasimende, ukwethembeka komkhiqizo okuthuthukisiwe, futhi, ekugcineni, i-ROI ephezulu.
Le bhulogi ihlose ukukuqondisa phakathi kwama-nuances wokuxhumana kwenkundla yezokuxhumana, ikusiza ukuthi ubheke ngale kwangaphandle ukuze usebenzise amandla aphelele ngisho nezinkundla ezidume kakhulu. Pho silindeleni? ASINGENA!
Umthelela Wangempela Wokusebenzisana Kwezokuxhumana
| Ukuzibandakanya ezinkundleni zokuxhumana idlulela ngale kokuthandwa kanye nokwabelana; isilinganiso esinezici eziningi sokuthi izethameli zakho zixhumana kanjani nokuqukethwe kwakho nomkhiqizo. Leli zinga elijulile lokusebenzelana lihlanganisa izenzo ezihlukahlukene, ngasinye sinikeza imininingwane ehlukile ngokuziphatha kwamakhasimende nalokho okuthandwayo. |
- Amazwana: Amazwana ayigolide ledatha yekhwalithi. Banikeza impendulo eqondile evela kuzithameli zakho mayelana nalokho ezikuthandayo, ezingakuthandi, noma ezifisa ukubona okwengeziwe. Ukuhlaziya amazwana angakusiza uqonde amaphuzu abuhlungu ezithameli zakho, okuncamelayo, kanye nemibono mayelana nomkhiqizo wakho.
- Amasheya: Uma othile abelana ngokuqukethwe kwakho, kuyinkomba eqinile yokuthi ukuthole kuyigugu ngokwanele ukudlulela kunethiwekhi yakhe. Ukwabelana kungakhuphula kakhulu ukufinyelela kokuqukethwe kwakho futhi kuwuphawu lokuqukethwe okuthinta ngokujulile izethameli zakho.
- Imilayezo eqondile: Imilayezo eqondile ingaba umugqa oqondile emicabangweni yamakhasimende akho futhi imvamisa yilapho okunemininingwane eminingi, ukuxhumana komuntu siqu kwenzeka khona. Lokhu kusebenzisana kubalulekile ekwakheni ubudlelwano bomuntu oyedwa futhi kunganikeza imininingwane ezindabeni zesevisi yamakhasimende, imibuzo yomkhiqizo, noma impendulo ejwayelekile mayelana nomkhiqizo wakho.
- Okushiwo: Ukushiwo, noma ngabe kumakiwe noma akumakiwe, kubonisa ukuthi umkhiqizo wakho uyingxenye yengxoxo enkulu. Okushiwo ukuqapha kungakusiza ukuthi ulinganise ubukhona bomkhiqizo wakho endaweni yenkundla yezokuxhumana futhi ukhombe amathuba okuzibandakanya noma okuphatha isithunzi.
- Ukubukwa kwevidiyo nesikhathi sokubuka: Kokuqukethwe okufana namavidiyo, amamethrikhi afana nenani lokubukwa nesikhathi esimaphakathi sokubuka kubalulekile ukuze uqonde ukuthi okuqukethwe kwakho kuhileleka kangakanani. Isikhathi sokubuka esiphezulu singabonisa ukuthi okuqukethwe kwakho kuyakhanga futhi kubambe ukunaka kwezithameli.
- Ukuvakasha Kwephrofayela Nokuchofoza Kwezixhumanisi: Lawa mamethrikhi abonisa ukuthi okuqukethwe kwakho kuphoqa ngokwanele ukwazisa abasebenzisi ukuthi bafune ulwazi olwengeziwe mayelana nomkhiqizo wakho. Izinombolo eziphezulu kulezi zindawo zingabonisa intshisekelo eqinile kumikhiqizo noma amasevisi akho futhi ziholele kumazinga aphezulu okuguqulwa.
Ngayinye yalezi zinhlobo zokuzibandakanya inikeza imininingwane ebalulekile yokuthi izethameli zakho ziyibona futhi ixhumana kanjani nomkhiqizo wakho. Ngokuhlaziya lawa mamethrikhi, ungalungisa eyakho isu lokuqukethwe kwenkundla yezokuxhumana ukuze uhlangabezane kangcono nezidingo nezintshisekelo zezithameli zakho, okuholela ekubeni khona kwenkundla yezokuxhumana nomthelela onamandla ku-ROI yakho.
Imaphi Amamethrikhi Abalulekile Ongawasebenzisa Ukukala Ukuhlanganyela Ngokuphumelelayo?
1. Izinga Lokuthembisana
2. Izinga Lokuguqulwa
3. Ukuhlaziywa Kwemizwelo Yekhasimende
4.I-Click-Through Rate (i-CTR)
5. I-Bounce Rate kanye Nesikhathi Esikusayithi
6. Ukwabelana Ngezwi
Ukuze ulinganise ngempumelelo umthelela wokuzibandakanya kwakho kwenkundla yezokuxhumana, kubalulekile ukugxila kumamethrikhi athile ajula ekuhlanganyeleni kwezithameli. Lawa mamethrikhi ahlinzeka ngombono obanzi wokuthi okuqukethwe kwakho kuhlangana kahle kangakanani nezithameli zakho futhi kuyihambisa ngemiphumela yebhizinisi.
#1 Izinga Lokuhlanganyela
Izinga lokuzibandakanya liyimethrikhi ebalulekile ekala izinga lokusebenzelana okuqukethwe kwakho elikutholayo ngokuqhathaniswa nenombolo yakho yabalandeli noma okufinyelela kuyo. Kubalwa ngokuthatha isamba senani lokusebenzisana (okuthandwayo, amazwana, ukwabelana, njll.) futhi ihlukanise ngenani eliphelele labalandeli noma okufinyelelwe kuyo, bese iphindaphinda ngo-100. Izinga eliphezulu lokuzibandakanya ngokuvamile libonisa okuqukethwe okuhlobene kakhulu nokuphoqayo ezithamelini zakho.
#2 Izinga Lokuguqulwa
Izinga lokuguqulwa liyimethrikhi ebalulekile kumabhizinisi agxile ku-ROI. Ikala amaphesenti okusebenzelana kwenkundla yezokuxhumana aholela esenzweni esifiselekayo, njengokuvakasha kwewebhusayithi, ukubhalisa kwencwadi yezindaba, noma ukuthenga. Le metric ikusiza ukuthi uqonde ukuthi imizamo yakho yenkundla yezokuxhumana iqhuba ngempumelelo kangakanani imiphumela yebhizinisi ebonakalayo.
#3 Ukuhlaziywa Kwemizwelo Yekhasimende
Lokhu kuhlanganisa ukuhlaziya imizwa nezimo zengqondo ezivezwa ekusebenzelaneni kwenkundla yezokuxhumana mayelana nomkhiqizo wakho. Amathuluzi okuhlaziya imizwa angahlukanisa okukhulunywe ngakho kube kuhle, kubi, noma kungathathi hlangothi. Ukuqonda imizwa kungakusiza ukukala umbono womphakathi womkhiqizo wakho futhi ukhombe izindawo ongazithuthukisa noma amathuba okuzuza imizwa eyakhayo.
#4 Isilinganiso Sokuchofoza (CTR)
I-CTR ikala ukuthi abantu bachofoza kangaki izixhumanisi ezifakwe kokuthunyelwe kwakho. I-CTR ephezulu ibonisa ukuthi okuqukethwe kwakho akubandakanyi nje kuphela kodwa futhi kuyasebenza ekukhuthazeni ababukeli ukuthi bathathe isinyathelo esifiselekayo, njengokuvakashela iwebhusayithi yakho noma ukuhlola umkhiqizo.
#5 Bounce Rate kanye nesikhathi esizeni
Ngethrafikhi evela ezinkundleni zokuxhumana, ukuqapha izinga lokugxuma kanye nesikhathi esimaphakathi esichithwa kusayithi lakho kunganikeza imininingwane ngokuzibandakanya komsebenzisi. Izinga eliphansi lokugxuma kanye nesikhathi esiphezulu esizeni sibonisa ukuthi izivakashi ezivela ezinkundleni zokuxhumana zithola okuqukethwe kwakho kuhlobene futhi kuyaheha.
#6 Ukwabelana Ngezwi
Le metric ikala ukubonakala komkhiqizo wakho nokuba khona engxoxweni yenkundla yezokuxhumana ngokuhlobene nezimbangi zakho. Kukusiza ukuthi uqonde isikhundla somkhiqizo wakho emakethe futhi kungaqondisa izinqumo zamasu zokwandisa amandla akho.
Ngokuqapha lawa mamethrikhi angukhiye, amabhizinisi angathola ukuqonda okujulile kokusebenza kwesu lawo lenkundla yezokuxhumana. Le mininingwane ivumela izinqumo eziqhutshwa idatha ukuze kuthuthukiswe okuqukethwe namasu okusebenzelana okungcono, okuholela ekuthuthukisweni kwe-ROI.
I-Ripple Effect Yokubandakanyeka Kwekhwalithi
Ukuzibandakanya kwekhwalithi ezinkundleni zokuxhumana kudlula kakhulu ukuxhumana okusheshayo; idala umthelela we-ripple ongathuthukisa kakhulu ukwethembeka komkhiqizo, uqalise ukumaketha kwamagama, futhi ngezinye izikhathi uholele kokuqukethwe yigciwane. Uma amakhasimende esebenzisana ngokweqiniso nomkhiqizo wakho - ngamazwana anenjongo, ukwabelana ngolwazi lomuntu siqu, noma ukuhlanganyela ezingxoxweni - kubonisa ukuxhumana okujulile nezithameli zakho.
Lokhu kusebenzisana kwekhwalithi kubaluleke kakhulu ekwakheni isisekelo samakhasimende esithembekile. Amakhasimende athembekile maningi amathuba okuthi ahlanganyele ngokuphindaphindiwe futhi athenge kumkhiqizo wakho, futhi avame ukuba abagqugquzeli bomkhiqizo. Izincomo zabo nokuqukethwe okwabiwe kusebenza njengezincomo zomuntu siqu, ezithenjwa kakhulu amakhasimende amasha angaba khona. Ngaphezu kwalokho, ukusebenzelana okunjalo okuyiqiniso kukhulisa amathuba okuba okuqukethwe kwakho kwabiwe kabanzi, okungenzeka kube negciwane, okungakhuphula kakhulu ukubonakala komkhiqizo wakho kanye ne-ROI.
Ukusebenzisa Ukulalela Komphakathi Ngemininingwane Ejulile
Ukulalela komphakathi kuyithuluzi elibalulekile ekukhangiseni kwedijithali yesimanje, okuvumela amabhizinisi ukuthi aqaphe okukhulunywa ngawo ngomkhiqizo futhi alinganise imizwa yomphakathi kuzo zonke izinkundla zokuxhumana. Ngokusebenzisa amathuluzi okulalela komphakathi, izinkampani zingalalela izingxoxo zabathengi ezingahlungiwe mayelana nomkhiqizo wabo, izimbangi zabo, kanye nezimboni.
Le mininingwane ibalulekile ekuqondeni izidingo zamakhasimende nalokho okulindelwe, ukuhlonza izinkinga ezingase zibe khona ngaphambi kokuba zikhule, kanye nokuthola amathuba amasha emakethe. Isibonelo, ukulalela komphakathi kungaveza lokho amakhasimende akwazisayo mayelana nemikhiqizo noma amasevisi akho, lokho anomuzwa wokuthi ayashoda, noma amathrendi avelayo azuza amandla embonini yakho. Lolu lwazi lungaqondisa izinqumo zamasu, lusize ukuhlela imilayezo yokumaketha, futhi luthuthukise impilo yomkhiqizo iyonke.
Amandla Okuqukethwe Okukhiqizwa Ngabasebenzisi
Okuqukethwe okukhiqizwa ngumsebenzisi (i-UGC) iyithuluzi elinamandla kunqolobane yenkundla yezokuxhumana. Kubandakanya noma yiluphi uhlobo lokuqukethwe, njengamavidiyo, izithombe, ukubuyekezwa, noma okuthunyelwe kwebhulogi, okudalwe abasebenzisi kunemikhiqizo. I-UGC ibonwa njengeyiqiniso futhi ithembekile kwabanye abasebenzisi, okuyenza ibe yindlela enamandla yokuzibandakanya.
Ukukhuthaza i-UGC kungaholela ezinzuzweni eziningi. Ithuthukisa umuzwa womphakathi ozungeze umkhiqizo, njengoba amakhasimende ezizwa ehlonishwa futhi ezwa. Iphinde ihlinzeke ngezinto eziyiqiniso zokumaketha, ezivamise ukuhlobana futhi zihehe kunokuqukethwe okukhiqizwa ngobungcweti. Amabhrendi asebenzisa i-UGC ngokuvamile abona ukuzibandakanya okukhuphukile, amazinga aphezulu okuthembana, nokwethembeka komkhiqizo okuthuthukisiwe, konke okunikela ku-ROI eqinile.
Abathonya kanye Nokuhlanganyela
Abathonya sebephenduke abadlali ababalulekile ekwandiseni ukufinyelela komkhiqizo ezinkundleni zokuxhumana. Abagqugquzeli abalungile bangahambisana nezethameli ozihlosile, badale okuqukethwe okuyiqiniso, futhi bakhulise kakhulu umlayezo womkhiqizo wakho.
Lapho ukhetha abagqugquzeli, kubalulekile ukucabangela ukuqondanisa namanani omkhiqizo wakho, ukuhlobana kwezethameli zabo, namazinga azo okuzibandakanya. Umgqugquzeli onezithameli ezibandakanyeke kakhulu angakwazi ukushayela ukusebenzelana okunenjongo kakhudlwana, athuthukise ukubonakala komkhiqizo, futhi andise i-ROI. Ukusebenzisana nabagqugquzeli kungaholela kumasu okudala okuqukethwe, kufinyelele izingxenye ezintsha zezethameli, futhi kwengeze ukuthinta komuntu kumkhiqizo wakho, konke okubalulekile ukuzibandakanya okusebenzayo kwezokuxhumana.
imibuzo ejwayelekile ukubuzwa
Amazinga okuzibandakanya ayithinta kanjani i-ROI?
Amazinga okuzibandakanya, ahlanganisa ukuthanda, ukuphawula, ukwabelana, nezinye izinhlobo zokusebenzelana, zixhunywe ngokuqondile ne-ROI. Amazinga aphezulu okuzibandakanya ngokuvamile abonisa ukuthi okuqukethwe kwakho kuhambisana nezethameli zakho, okungaholela ekwandiseni ukuqwashisa ngomkhiqizo, ukwethembeka kwamakhasimende, futhi ekugcineni, amanani aphezulu okuthengisa nokuguqulwa. Empeleni, lapho izithameli zakho zizibandakanya kakhulu, maningi amathuba okuthi zithembe futhi zitshale imali kumkhiqizo wakho.
Iyiphi indima edlalwa imizwa yekhasimende ekukhangiseni kwenkundla yezokuxhumana?
Ukuhlaziywa kwemizwa yekhasimende ekukhangiseni kwenkundla yezokuxhumana kukuvumela ukuthi uqonde imizwa nemibono yababukeli bakho ngomkhiqizo wakho. Imizwa emihle ingathuthukisa isithombe sakho somkhiqizo kanye nokwethembeka, okuholela ekwandeni kokuzibandakanya nokuguqulwa. Ngokuphambene, imizwa engemihle idinga ukuphathwa kahle ukuze kugcinwe isithunzi somkhiqizo wakho. Ukuqonda nokuphendula imizwa yekhasimende kubalulekile ukuze uhlanganise amasu akho okumaketha kanye nokwenza ngcono i-ROI iyonke.
Singawukala kanjani umthelela wokuqukethwe okukhiqizwa umsebenzisi?
Umthelela wokuqukethwe okukhiqizwa ngumsebenzisi (i-UGC) ungalinganiswa ngamamethrikhi okuzibandakanya afana nokuthandwa, amazwana, nokwabelana kokuthunyelwe okubandakanya i-UGC. Ukwengeza, ukulandelela ukuguqulwa kanye nethrafikhi yewebhusayithi evela kokuthunyelwe kwe-UGC kunikeza isilinganiso sobuningi bokusebenza kwayo. Ubuqiniso nokuhlobana kwe-UGC kuvame ukuholela kumazinga aphezulu okuzibandakanya, okusebenza njengesilinganiso somthelela wayo.
Yimaphi amathuluzi angcono kakhulu okulalela komphakathi?
Amanye amathuluzi asebenzayo okulalela komphakathi ahlanganisa i-Hootsuite Insights, i-Brandwatch, kanye nentandokazi yethu yomuntu siqu: I-Spriut Social! (Sithumele umyalezo, futhi sizokuxhumanisa ngo-100% ngedili elihle kakhulu!) Lawa mathuluzi asiza ekulandeleleni okushiwo uphawu kuzo zonke izinkundla zokuxhumana, ukuhlaziya imizwa, ukuhlonza amathrendi, nokuqonda ukuziphatha kwezithameli. Ithuluzi ngalinye linikeza izici eziyingqayizivele, ngakho ukukhetha eyodwa kufanele kusekelwe ezidingweni zakho ezithile kanye nesilinganiso semisebenzi yakho yezokuxhumana.
Ungamkhetha kanjani umgqugquzeli ofanele womkhiqizo wakho?
Ukukhetha umgqugquzeli ofanele kuhilela ukuqondanisa nomuntu ohambisana namanani omkhiqizo wakho futhi ahehe izethameli zakho ozihlosile. Bheka abagqugquzeli abanamazinga aphezulu okuzibandakanya, idumela elihle, nokuqukethwe okugcwalisa isithombe somkhiqizo wakho. Kubalulekile futhi ukucabangela ubuqiniso babalandeli babo kanye nokufaneleka kokuqukethwe kwabo emikhiqizweni noma amasevisi akho.
Izwi Lokugcina Ekuhlanganyeleni Kwezokuxhumana
Ukugoqa lokhu kuhlola emhlabeni wokusebenzelana kwenkundla yezokuxhumana, kuyacaca ukuthi ukuze usebenzise ngempela amandla enkundla yezokuxhumana ukuze kukhule ibhizinisi, izinkampani kufanele zibheke ngale kwamamethrikhi angaphandle.
Ukugxila ekusebenzelaneni okunenjongo, ukuqonda okuhlukile kwamamethrikhi okuzibandakanya, namathuluzi asekelayo njengokulalela komphakathi kanye nobudlelwano bethonya kubalulekile ku-ROI eqinile. Njengoba isimo sedijithali siqhubeka nokuvela, kufanele kanjalo namasu ethu okuxhumana nokuqonda izethameli zethu. Ngokwamukela i-spectrum ephelele ye ukuzibandakanya kwezokuxhumana, amabhizinisi angakha ubudlelwano obuqinile nezithameli zawo, athuthukise ukwethembeka komkhiqizo, futhi aqhubekisele phambili impumelelo yesikhathi eside.
Umthombo ovela I-Sociallyin
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