Ukwakheka kwedijithali kuyashintsha, futhi lokho kuziphendukela kwemvelo kudala umhlaba lapho abadali bengezona nje izingane ezipholile ezinamakhamera kodwa ozakwethu abanekhono abakwazi ukuphusha umkhiqizo wakho ezindaweni eziphakeme ezingakaze zibonwe ngaphambili.
Inkinga? Abanye babagqugquzeli abahamba phambili bafuna idola eliphezulu.
Yize ubudlelwano be-super influencer bungakhokha kakhulu, kubalulekile ukuthi uzulazule kulo mkhakha omusha wokumaketha ngendlela ehlakaniphile, ehambisana nesabelomali. Unalokho engqondweni, nakhu okudingeka ukwazi.
Okuqukethwe
Ukuqonda i-influencer landscape
Ukwakha icala elikholisayo lokumaketha kwabanamandla
Ukuvumelanisa izinhlelo zabadali nezinjongo zomkhiqizo
Ukufakazela umqondo
Ukwakha isiphakamiso sebhajethi esihehayo
Ukuzulazula kokukhathazeka ngesiqiniseko samasu
Ukuqonda i-influencer landscape
Ngaphambi kokuthi usungule ibhajethi noma uhambe uyothola umlingani wakho wokuqala ongaba nethonya, kubalulekile ukuthola isizinda somhlaba. Ukushintshana okungokwesiko kokuthengiswayo kwamahhala kokumemeza okungatheni endabeni yozakwethu kushintshe kwaba indawo eyinkimbinkimbi yokuxoxwa kwezindaba okunesu kanye nokuhlanganyela kwezethameli okunomthelela.
Kungani benethonya? Impendulo ilele ekushintsheni okukhulu ekuziphatheni kwabathengi. Amanethiwekhi omphakathi manje asewumkhiqizo ophezulu kanye nesiteshi socwaningo lomkhiqizo kubathengi abaphakathi kweminyaka engu-16 no-34. Ngisho nalabo abaneminyaka engu-35 kuya kwengu-44 baklelisa amanethiwekhi omphakathi njengenethiwekhi yosesho esetshenziswa kakhulu yesibili.
Lolu shintsho lwepharadigm luvuse abagqugquzeli okuthe, ngaphandle kwabasekeli nje, baba ngabaxoxi bezindaba abangochwepheshe.
I-contemporary influencer ayiwona nje umsele wokubekwa komkhiqizo; bangabakhi bezindaba ezithokozisayo ezithinta izethameli zabo. Akusanele ukuba nobuso obudumile obuhlotshaniswa nomkhiqizo wakho; okubalulekile yikhono labo lokuzibandakanya ngokuyiqiniso kanye nokwenza imiphumela elinganisekayo.
Esimeni samanje, imigqa phakathi lobulungu kanye influencer marketing kukhona ukufiphala. Abagqugquzeli ababona nje abagqugquzeli; bangabambisene ekudaleni ulwazi lomkhiqizo olugxilile. Ukubekwa kwamasu kwemikhiqizo namasevisi ngaphakathi kokuqukethwe kwawo kuwubuciko, obuxubene kalula nokuphromotha nokusebenzisana kwangempela.
Ngaphezu kwalokho, ukwanda kwezinhlelo zabadali kudala ukuncintisana kulesi sikhala. Ngaphandle kwabagqugquzeli, abadali bayahola ekwakheni izindaba eziyiqiniso futhi baxhumane nezithameli. Imikhankaso eholwa abadali iba wusizo ekwakheni ubunikazi bomkhiqizo, isebenzisa umbono wayo oyingqayizivele ukuze kwakhiwe ukuxhumana okujulile.
Ukuze uhlale uncintisana, kubalulekile ukuvumelanisa umkhiqizo wakho nabagqugquzeli nabadali ababeka ukuhlanganyela kwangempela kuqala futhi abangaletha imiphumela elinganisekayo. Njengoba inkundla yezokuxhumana iqhubeka nokubusa indawo yocwaningo, izinhlelo zabasunguli nabadali azizona nje izinketho—ziyingxenye ebalulekile yesu eliyimpumelelo lokumaketha, eliqhubekisela phambili umkhiqizo wakho obala ngesitayela nezinto.
Ukwakha icala elikholisayo lokumaketha kwabanamandla
Manje njengoba sesingene enkingeni yokumaketha kokusebenza, usulungele ukwakha udaba oluphoqelelayo lomkhiqizo wakho futhi ukholise abathatha izinqumo ngembuyiselo engaba khona ekutshalweni kwezimali endaweni yokumaketha kobambiswano lwabathonya.
Enye yezinzuzo ezibalulekile zale ndlela yokumaketha ukulandeleka kwayo. Ngokungafani nezinye izindlela zendabuko, ubambiswano lwe-influencer lunikeza umkhondo ocacile womthelela. Ungakwazi ukuhlonza ngokuqondile ukwanda kokuthengisa noma ukukhuphuka kokuqwashisa ngomkhiqizo futhi usho le miphumela ebonakalayo kubagqugquzeli abathile.
Nazi izinyathelo ezintathu zokwenza icala elihehayo:
- Qala ngokuhlanganisa izifundo eziyizingqinamba eziqinile ezibonisa izindaba zempumelelo yokusebenzisana kwangaphambili kwabathonya.
- Qoqa idatha ngokucophelela, ugcizelela umthelela olinganisekayo kumamethrikhi afana nezibalo zokuthengisa nokubonakala komkhiqizo. Izinombolo nedatha ephathekayo ikhuluma kakhulu.
- Sebenzisa i-infographics nokubonwayo okunamandla ukuze uguqule idatha yakho ibe ukulandisa okuphoqelelayo okuzongeza ungqimba olucacile ukuze kuzwakale nababambiqhaza.
Umgomo awukona nje ukudonsa abathatha izinqumo, kodwa ukusheshisa izinqumo ezingenziwa.
Esimeni sokuncintisana sokumaketha kwesimanje, imininingwane eqhutshwa yidatha iwuhlobo lwemali olukhuluma kakhulu. Ngokubonisa umthelela olandelekayo wobambiswano lwabathonya, ubeka umkhiqizo wakho njengomdlali onolwazi kugeyimu yokumaketha, olungele ukusebenzisa idatha ukuze uqhubekisele phambili impumelelo.
Ukuvumelanisa izinhlelo zabadali nezinjongo zomkhiqizo
Imikhankaso yabathonya ayikwazi ukuzimela yodwa. Kufanele benanele izwi lomkhiqizo wakho, inhloso, kanye nezinjongo. Ukukhetha abadali abahambisana nezimiso zomkhiqizo wakho kuyisihluthulelo sokuqinisekisa ukuhlanganiswa okungenazihibe kwezinhlelo zabo ezinhlelweni zakho zokumaketha ezibanzi.
Udinga ozakwethu abanethonya abaluka kalula umkhiqizo wakho nomlayezo wakho kokuqukethwe kwabo. Uma izethameli zikholelwa ukuthi umgqugquzeli uwuthanda ngempela futhi esebenzisa umkhiqizo wakho, maningi amathuba okuthi ziwuthenge.
Akukhona nje ngokubekwa komkhiqizo; kumayelana nokwenza okuhlangenwe nakho okugxilile okuzwakala kungokwemvelo kubabukeli. Lobu buqiniso buzohambisana nezibukeli, kusungulwe ukuxhumana okudlula umsebenzi nje wokuphromotha.
Esigabeni esibanzi sezinjongo zokumaketha, imizamo yabadali iba wusizo ekwakheni ukulandisa okudlula umkhankaso owodwa. Banikela ekuthuthukisweni kobunikazi bomkhiqizo obungaguquguquki futhi obuzwakalayo. Ngokukhetha ngokucophelela abagqugquzeli abahlanganisa izimiso zomkhiqizo wakho, uqinisekisa ukuthi umkhankaso ngamunye unikela ekulandiseni okubumbene, okuqinisa izindinganiso zomkhiqizo wakho kanye nenhloso.
Ukufakazela umqondo
Njengoba kulinga njengoba kungase kube ukugxumela kuqala emhlabeni wokumaketha kwabanamandla, khumbula ukuthi idola ngalinye libalulekile. Ngalesi sizathu, kuwukuhlakanipha ukuqala ngohlelo lokuhlola ukufakazela umqondo wakho.
Ukwenza uvivinyo kukuvumela ukuthi ulinganise ukusebenza kahle kwabathonya obakhethile futhi kunikeze amazwibela okwamukela kwezithameli zakho amaqhinga akho amasha okumaketha. Sebenzisa le mininingwane ukuze ulungiselele umkhankaso wakho ngaphambi kokuthi uwuqalise esikalini.
Ukwakha isiphakamiso sebhajethi esihehayo
Manje, ake sihlole imininingwane ethile yokwenza isiphakamiso sesabelomali esihehayo esenzelwe ukumaketha kokusebenza komgqugquzeli. Yilapho irabha ihlangana khona nomgwaqo, futhi ukuwohloka ngokucophelela kwezindleko kuba okubalulekile ukuze kwethulwe ngempumelelo.
- Izimali Zokusebenza Zomgqugquzeli: Umnyombo wotshalomali lwakho yizinkokhelo ezihambisana nabagqugquzeli abahambisana nezinjongo zakho zokumaketha zokusebenza. Hlaziya irekhodi labo lokuqhuba imiphumela elinganisekayo, uqinisekise ukuthi isabelomali esabiwe sihambisana nemiphumela yokusebenza elindelekile.
- Ukwakhiwa Kokuqukethwe Okuqhutshwa Ukusebenza: Yabela izinsiza zokudala okuqukethwe okuhloselwe ngokusobala kumamethrikhi okusebenza. Lokhu kungase kuhlanganise ukuhlukahluka kokuhlolwa kwe-A/B ukuze kulungiselelwe ukuguqulwa noma ukudala okuqukethwe okunobizo olucacile lokubizelwa esenzweni ukuze ushayele izenzo ezithile ezithamelini.
- Izimali Zenkundla Ngokugxila Kokusebenza: Cabangela izinkokhelo zeplathifomu ngelensi yokusebenza emaphakathi. Ezinye izinkundla zinikeza amamodeli entengo asekelwe ekusebenzeni noma izici ezengeziwe ezithuthukisa ukulandelela nokulinganisa—okufaka lokhu kusabelomali sakho ukuze uthole isu lokumaketha lokusebenza elisebenza ngempumelelo.
- Imali Yesikhangiso Yokukhulisa Ukusebenza: Gcina ingxenye yesabelomali sakho ukuze usebenzise imali ehlosiwe yezikhangiso okuhloswe ngayo ukukhulisa umthelela wokusebenza kokuqukethwe okukhiqizwa umgqugquzeli. Lokhu kungase kuhlanganise ukukhomba ngokunemba noma ukuthuthukisa okuthunyelwe okusebenza kahle kakhulu ukuze kuthuthukiswe imiphumela efiselekayo.
- Amathuluzi Okuhlaziya Ukusebenza: Faka imali kumathuluzi ezibalo anikezela ngemininingwane ejulile ekusebenzeni komkhankaso wakho wokumaketha wabagqugquzeli. Lokhu kubandakanya ukulandelela izinkomba zokusebenza eziyinhloko (ama-KPI) ezifana namazinga okuguqulwa, izilinganiso zokuchofoza, namanye amamethrikhi abalulekile ekuhloleni impumelelo eqhutshwa ukusebenza.
Qiniseka ukuthi ubeka izinto obala kubhajethi yakho futhi ulungele ukuchaza isizathu sawo wonke amadola owabayo. Ngokuchaza ngokucacile ukuthi izimali zisetshenziswa kuphi nokuthi kungani, ungathola ababambiqhaza ebhodini futhi uxazulule izinkathazo ezingaba khona kusenesikhathi.
Ukuzulazula kokukhathazeka ngesiqiniseko samasu
Ukubhekana nokukhathazeka akusona nje isixwayiso; kuwuhlelo lwesu oluqinisekisa ukuthi ababambiqhaza bakho abashiywa ethunzini lokungaqiniseki, ikakhulukazi uma lokhu kuyibhizinisi elinoveli lomkhiqizo wakho.
Ake singene ekwakheni indlela esebenzayo engagcini nje ngokunciphisa ubungozi, kodwa futhi egcizelela ukuguquguquka kwesu lakho.
Ukuhlela amasu okunciphisa ubungozi
Lindela okukukhathazayo ngokuzibona usezicathulweni zababambe iqhaza. Yakha uhlu olubanzi lwezinto ezingaba izinto ezisabisayo, ucabangele isimo esiyingqayizivele sokumaketha kwabanamandla.
Lokhu kubona izinto kusengaphambili kukwenza ukwazi ukubhekana nokukhathazeka ngesikhathi sesethulo sakho, ubonise isu lesu eliklanyelwe ukuzulazula izingibe ezingaba khona.
Ukugcizelela ukuguquguquka nokuvumelana nezimo
Emakethe eguquguqukayo, ukuguquguquka kungumsizi wakho. Qinisekisa ababambiqhaza ukuthi isu lakho lokumaketha ubambiswano lwabanethonya alibekiwe; ipulani eguquguqukayo engashintsha ngokushintsha amathrendi emakethe.
Ukuvumelana nezimo kukuvumela ukuthi ujike ngokushesha ekuphenduleni izinselele ezingalindelekile noma usebenzise amathuba avelayo. Gcizelela ukuthi indlela yakho yokwenza izinto ayiqinile kodwa iyavumelana nezimo, uqinisekise ukuthi umkhiqizo wakho uhlala uguquguquka endaweni ehlala ishintsha ye-influencer dynamics.
Ukukhetha ithonya elilungile
Ngokungangabazeki, okunye okukhathaza kakhulu ubungozi bokuhambisana nomgqugquzeli ongalungile.
Qinisekisa ababambiqhaza ukuthi ukuhlola ngokucophelela kuhamba phambili esu lakho. Chaza inqubo yakho yokuhlola ephelele, ugcizelele ukuthi umgqugquzeli okhethiwe akahambisani nje kuphela namanani omkhiqizo wakho kodwa futhi unomlando ofakazelwe wokuba nomthelela omuhle ezinkampanini endaweni efanayo.
Le ndlela yokucophelela ivikela isithunzi somkhiqizo wakho futhi ifaka ukuzethemba ekukhetheni kwakho umgqugquzeli.
Isethulo sakho akumele sibe nje ukuzivikela ezinkingeni, kodwa kube ukuboniswa okusebenzayo kokulungela kwakho ukuzulazula ezinkingeni zokumaketha kobambiswano lwabagqugquzeli ngenhlawulo yamasu.
Umthombo ovela accelerationpartners.com
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