I-Marketing Funnels: Konke Odinga Ukukwazi

Ukwazi ukuthi ifaneli yokumaketha isebenza kanjani kungakusiza ukuthi uhlole izinkinga futhi uthuthukise isu lakho lokumaketha.

Kulo mhlahlandlela, ngizokukhombisa konke odinga ukukwazi mayelana namafaneli okumaketha.

Ake siqale.

Iyini ifaneli yokumaketha?

Ifaneli yokumaketha iwukumelwa okubonakalayo kwezigaba ikhasimende elidlula kuzo, kusukela kokwazi kuqala ngomkhiqizo wakho kuya ekubeni yikhasimende.

Ifaneli yendabuko yokumaketha ibukeka kanje futhi isuselwe kumodeli ye-AIDA. Kwakungowokuqala ithuthukiswe ngo-1898 ngu-E. St. Elmo Lewis, ummeli wokukhangisa.

• Ukuqwashisa - Uma ithemba liqaphela umkhiqizo wakho, umkhiqizo, noma isevisi.
• Isithakazelo - Uma ithemba libonisa intshisekelo kumkhiqizo noma isevisi yakho.
• Desire - Uma umuntu othembayo ehlola umkhiqizo noma isevisi yakho. Lesi sigaba saziwa nangokuthi Ukucabangela.
• Action – Uma ithemba liba yikhasimende.

Abanye abathengisi benza lula ifaneli yokumaketha ibe yimodeli yezigaba ezintathu:

• Phezulu kwefaneli (TOFU) – Ukuqwashisa.
• Phakathi kwefaneli (MOFU) – Intshisekelo kanye Nesifiso.
• Phansi kwefaneli (BOFU) - Isenzo.

Abanye abadayisi bathole imodeli ekhona ingaphelele ngoba igxile kuphela ekuguquleni ithemba libe yikhasimende. Amakhasimende aphindayo amelela umkhiqizo wakho abalulekile nawo. Ngakho-ke bangeze ezinye izigaba ezimbili kufaneli:

• Ubuqotho – Ikhasimende lithenga kaningi kuwe.
• Advocacy - Ikhasimende lincoma umkhiqizo wakho kwabanye abantu.

Izigaba zefaneli yokumaketha

Ake sibhekisise isigaba ngasinye sefaneli.

1. Ukuqwashisa

Isigaba Sokuqwashisa yilapho abangase babe amakhasimende efunda khona kuqala ngomkhiqizo wakho. 

Lokhu kungenzeka ngezindlela ezihlukahlukene:

• Babona esinye sezikhangiso zakho ku-Instagram.
• Basesha okuthile ku-Google futhi bathole iwebhusayithi yakho noma okuqukethwe.
• Babuka enye yamavidiyo akho ku-YouTube.
• Banethuba ku-TikTok yakho.

Noma ngabe kuyini, manje sebeyazi ukuthi ukhona. Ngokuzayo lapho bebona umkhiqizo wakho futhi, bazokukhumbula. 

2. Inzalo

Isigaba sentshisekelo yilapho amakhasimende angaba khona eqala ukuveza intshisekelo kumkhiqizo wakho:

• Bayabona ukuthi banenkinga, futhi unesixazululo esingase sibe khona.
• Bamane bafuna ukufunda okwengeziwe ngomkhiqizo wakho kanye nalokho okwenzayo.
• Okuqukethwe kwakho kuyabaxaka futhi/noma kuyabajabulisa, futhi bafuna okuningi kwakho.

Ngokuvamile, bazobonisa le ntshisekelo ngokuthi:

• Ukukulandela ezinkundleni zokuxhumana (Twitter, Instagram, LinkedIn, kanye/noma TikTok).
• Ukubhalisela uhlu lwakho lwe-imeyili.
• Ukulandela i-podcast yakho kuplathifomu abayithandayo (Spotify, Apple Podcasts, njll.).
• Ukubhalisela isiteshi sakho se-YouTube.
• Ukubhalisela i-webinar.

Bangenza esisodwa noma zonke lezi zenzo. Lapho bezenza kakhulu lezi zenzo, ziba nentshisekelo enkulu kumkhiqizo wakho.

3. Isifiso/Ukucabangela

Isiteji se-Desire-noma esaziwa kakhulu namuhla ngokuthi Ukucabangela-yilapho ithemba liqala ukuhlola umkhiqizo noma isevisi yakho.

Ukuthi bayazi ukuthi wenzani nokuthi ungabasiza kanjani akusho ukuthi usuyisinqumo sabo sokugcina. Bazohlola ezinye izindlela, bafunde ukubuyekezwa, bakhulume nabangane nomndeni, futhi baqhathanise.

4. isinyathelo

Isigaba Sesenzo yisona esiqonde kakhulu. Nguwe okhethiwe. Banqume ukuthenga kuwe futhi basebenzise isisombululo sakho.

Ungawakha kanjani ifaneli yokumaketha

Nakuba ifaneli ihloselwe ukumelela uhambo lwekhasimende, ayisebenzi kanjalo emhlabeni wangempela. Uma kuziwa ekuthengeni izinto, abantu abayilandeli ifaneli ngendlela efanayo. 

Cabanga nje ngokuziphatha kwakho. Ingabe uyathuthuka ngempela kulezi zigaba ngendlela eqondile? Cishe akunjalo.

Abanye abantu baqonde ngqo esigabeni se-Action uma kukhona i-catalyst event.

Abanye abantu bagxuma bezungeza izigaba izinyanga ezimbalwa (noma ngisho neminyaka) ngaphambi kokuthi bafike esigabeni Sesenzo. Abanye abantu bagxuma bezungeza isiteji futhi abaqhubeki phambili. Uhlu luyaqhubeka.

Ngakho-ke indlela yokusebenzisa ifaneli yokumaketha empeleni uwukusebenzisa njengemodeli yengqondo ukuze ulungise ukumaketha kwakho. Ngamafuphi, uzofuna ukwenza isiqiniseko sokuthi wenza imisebenzi ethile yokumaketha noma udala okuqukethwe kwesigaba ngasinye, ngakho-ke uqondise abantu abahlukene ezingxenyeni ezihlukene zohambo lomthengi.

Uma ungenjalo, gcwalisa izikhala.

1. Ukuqwashisa

Umgomo wakho kulesi sigaba “ukuvula ifaneli,” okungukuthi, ukwethula umkhiqizo wakho kubantu abaningi abafanelekile ngangokunokwenzeka.

Nawa amanye amaqhinga okwenza lokho:

Sebenzisa isu lokumaketha okuqukethwe okugxile ekusesheni

Amathemba akho cishe afuna ulwazi oluhlobene nomkhiqizo wakho ku-Google. Ngakho uzofuna iwebhusayithi yakho ibonakale emiphumeleni yosesho.

Ubuhle buka Ukusebenza kwe-injini yokusesha (SEO) ukuthi ungayisebenzisela noma yisiphi isigaba sefaneli yokumaketha.

Esigabeni Sokuqwashisa, uzofuna ukudala amagama angukhiye aqondiswe kokuqukethwe ahlobene ngokukhululekile nomkhiqizo noma isevisi yakho. 

Isibonelo, i-Ahrefs iyisethi yamathuluzi ye-SEO yonke-in-one. Ngokwemvelo, sizodala okuqukethwe okuzungeze izihloko ezihlobene ne-SEO. Kodwa ukuze sinwebe ifaneli, siphinde siqondise amagama angukhiye azungeze izihloko ezibanzi njengokumaketha kwedijithali kanye marketing. 

Kungakhathaliseki ukuthi yisiphi isigaba sefaneli yokumaketha owakhela yona okuqukethwe, kuzodingeka wenze ucwaningo lwamagama angukhiye.

Ucwaningo lwamagama angukhiye luyinqubo yokuthola imibuzo ebalulekile yosesho amakhasimende akho ayibhale ezinjinini zokusesha ezifana ne-Google ukuze abheke imikhiqizo, amasevisi, nolwazi.

Ungakwenza lokhu ngokufaka amagama angukhiye ambalwa afanele ethuluzini elifana ne-Ahrefs' Amagama angukhiye Ukuhlola bese uya ku Imigomo yokufanisa umbiko.

Lapha, uzobona amagama angukhiye ahlobene angaphezu kwezigidi ezingu-4. Lokho kuningi kakhulu, ngakho-ke sizokwengeza izihlungi ezimbalwa ukuze sinciphise uhlu:

• Ubunzima begama elingukhiye (KD) kuze kufike ku-40 ukuze uthole amagama angukhiye "okulula ukuwakala".
• I-Traffic Potential (TP) okungenani ku-500 ukuze uthole izihloko ezinamandla okusesha.

Ukusuka lapha, uzofuna ukudlula ohlwini ukuze uthole amagama angukhiye ahambisana nesayithi lakho.

Ngena kuzithameli zabanye abantu

Abanye abantu embonini yakho bakhe izethameli eziningi zabafundi abaqotho, abalaleli, nababukeli. Ungakusebenzisa lokho futhi uveze umkhiqizo wakho eqenjini elisha labantu.

Isibonelo, umphathi wethu omkhulu wezokukhangisa, Tim Soulo, ivela kumaphodikasti kaningi:

Ukubonakala kwe-podcast akuyona ukuphela kwendlela. Ungavela ku-webinar, ube khona engqungqutheleni, ubhale iposi lesivakashi, noma wenze ngokuhlanganyela okuqukethwe (njengalokho engisebenza naye, UMichal Pecanek, wenza):

Hlela uhlu lwabantu ongathanda ukusebenza nabo embonini yakho. Bese ufinyelela kubo futhi ubone ukuthi bazimisele yini ukusebenzisana nawe. Babonise lokho okukhona kubo, futhi amathuba akho okuphumelela azokhuphuka kakhulu.

Izikhangiso

Kungakhathaliseki ukuthi ukukhangisa kwemidiya enkulu njengezikhangiso ze-TV noma imidiya yokukhangisa edijithali efana ne-Instagram, amakhulu nezinkulungwane zemikhiqizo yakhiwe kusetshenziswa izikhangiso.

Kungelinye lamaqhinga azame kakhulu futhi avivinywe ukwakha ukuqwashisa ngomkhiqizo. 

Uma unesabelomali, kuyindlela enhle yokwenza ama-eyeballs omkhiqizo wakho.

2. Inzalo

Kulesi sigaba, umgomo wakho ukabili:

• Ufuna ukubenza babhalisele uhlu lwakho lwe-imeyili.
• Ufuna ukugcina le ntshisekelo futhi ubakhulisele esigabeni esilandelayo.

Isinyathelo esisobala kakhulu lapha ukuqhubeka nokudala okuqukethwe okubandakanya amathemba akho. Noma ngabe i-akhawunti yakho ye-TikTok noma isiteshi se-YouTube, okuqukethwe kwakho kungenzeka kube yisizathu sokuthi kungani bakulandele. 

Ngakho-ke uzogcina kanjalo intshisekelo yabo. Ngaphandle kwalokho, nakhu ongakwenza:

Bacele ukuthi babhalisele uhlu lwakho lwe-imeyili

Ithemba lingakhombisa intshisekelo yabo kumkhiqizo wakho ngezindlela ezahlukahlukene. Kodwa awenziwanga alingane. Kukhona ukulandelana kwenani kwenkundla ngayinye:

I-imeyili iyinani eliphakeme kakhulu “lenkomba yenzalo” ongayithola. Kuyimvume ecacile evela kumuntu ozongena ebhokisini labo lokungenayo, indawo engcwele lapho enza khona umsebenzi wabo obaluleke kakhulu. 

Uzofuna ukwenza isiqiniseko sokuthi abaningi babo babhalisela uhlu lwakho lwe-imeyili. Bizela izenzo ezibakhumbuza ukuthi babhalise. Isibonelo, kubhulogi lika-Ahrefs, sinebhokisi elintantayo eduze kwakho konke okuthunyelwe kwebhulogi.

Sine-a ikhasi lokufika elizinikezele kwephephabhuku lethu:

Nakuba singakwenzi, unganikeza izikhuthazo ukuze ukhuthaze ukubhalisa. Nasi isibonelo esivela ku-Intercom:

Ngisho noma wakha okulandelayo kwezinye iziteshi, qiniseka ukuthi uzikhumbuza njalo ukuthi zibhalisele uhlu lwakho lwama-imeyili:

Dala ukulandelana kokwamukela okwethula umkhiqizo wakho

Njengoba babhalisa ohlwini lwakho lwe-imeyili, uzofuna ukuqhubeka ubabandakanya ngokwethula umkhiqizo wakho, imikhiqizo, amasevisi, noma okuqukethwe kubo. 

Ungakwenza lokhu ngokudala ukulandelana kwe-imeyili yokwamukela. Lokhu kungaba i-imeyili eyodwa noma “ama-imeyili ambalwa” amade. Isibonelo, othile obhalisela incwadi yethu yezindaba uzothola i-imeyili yokwamukela eyethula okuqukethwe kwethu kwebhulogi okungcono kakhulu:

Ngaphandle kokwethula okuqukethwe kwakho okuhle kakhulu, ungakwazi futhi:

• Bafundise okuthile okuhlobene nomkhiqizo wakho - Isibonelo, ungabafundisa indlela efanele yokwenza i-tennis footwork.
• Memezela okuthile ngomkhiqizo wakho - Isibonelo, wethule izicathulo zethenisi ezintsha.
• Bonisa inani lomkhiqizo wakhot - Isibonelo, mhlawumbe izicathulo zakho zethenisi zasungulwa ngokuqondile ukuvimbela ukulimala okuvamile njengeqakala eligoqekile.
• Xoxa indaba enkulu yokuthi kungani wenza okuthile - Isibonelo, mhlawumbe ubungumdlali wethenisi osezingeni eliphezulu, kodwa wephuka iqakala futhi waphazamisa umsebenzi wakho. Ngakho manje ufuna ukusiza abanye bavimbele leyo nkinga.
• Phendula imibuzo evamile noma ukuphikisa - Isibonelo, ukuthi izicathulo zakho zibiza malini, yiziphi izinto ezenziwe ngazo, noma azinalunya/i-vegan/eziqinile, njalo njalo. 

Ukuzikhethela kungokwakho.

3. Ukucatshangelwa

Kulesi sigaba, umgomo wakho uwukubaqinisekisa ukuthi uwumkhiqizo owufanele umsebenzi.

Nawa amanye amaqhinga okufanele uwacabangele:

Thola izibuyekezo eziningi

Kungenzeka ukuthi kunamapulatifomu amaningi ohlobo lokubuyekezwa ku-niche yakho. Isibonelo, i-G2 idumile emhlabeni wesoftware.

Uma uyibhizinisi lendawo, ungakhohlwa ukuthi kuhlala kunokubuyekezwa kwe-Google:

Uzofuna ukuthola izibuyekezo eziningi kulezi zinkundla. Ukubuyekeza okwengeziwe—ikakhulukazi izilinganiso eziphakeme—kungaba nomthelela ekuthathweni kwezinqumo kothile.

Ayikho indlela yokukuzungeza, nokho: Indlela engcono kakhulu yokuthola ukubuyekezwa kwekhwalithi ephezulu ukuletha umuzwa omangalisayo kumakhasimende akho akhona. 

Nokho, ngisho namakhasimende aneliseke kakhulu angase angakhumbuli ukushiya izibuyekezo, ngakho-ke uzophinde ufune ukukucela lapho ithuba livela. Lokhu kungaba lapho bezwakalisa ukwaneliseka (ku-inthanethi noma ungaxhunyiwe ku-inthanethi) noma lapho sebesebenzise/bazibonele ngomkhiqizo noma isevisi yakho (isb., amawebhusayithi okuvakasha afana ne-Airbnb ne-TripAdvisor avame ukucela ukubuyekezwa uma usuqedile ukuhlala noma ukuvakasha kwakho).

Ekugcineni, uzofuna ukuphendula kulezi zibuyekezo. Ukuthi yizibuyekezo ezinhle noma ezimbi, lolu cwaningo iphakamisa ukuthi ukuphendula kuzo kuholela ezilinganisweni ezingcono sezizonke. 

Engisebenza naye, U-Andrei Țiț, iphendula kuzo zonke izibuyekezo zethu:

Dala ikhasi eliphambene

Amakhasimende akho angaba khona kuthanda qhathanisa zonke izixazululo ezingenzeka. Ungakwazi ukulawula ukulandisa kokuqhathanisa ngokudala ikhasi eliqhathanisekayo.

Kuleli khasi, izinkampani eziningi zizokwenza ukuqhathanisa eceleni lapho zenza khona lula nqoba. Yize lokho kungukuthi, ngeshwa, ukuzijwayeza okujwayelekile, besifuna ukunikeza umbono omusha. 

Okwethu elakhe ngokumelene nekhasi, sinqume ukufaka izibuyekezo nezinhlolovo zezinkampani zangaphandle futhi sixoxe ngezici kuphela ezinazo isethi yamathuluzi yethu.

Bafundise indlela yokusebenzisa umkhiqizo wakho

UTim wake wathi:

Umbono wami uthi abantu abawubhaliseli umkhiqizo wakho bese befunda ukuwusebenzisa. Kuphambene, eqinisweni. Baqale bafunde ukusebenzisa umkhiqizo wakho, futhi bayabhalisa ngoba sebeyazi ukuthi usetshenziswa kanjani.

Tim Soulo, I-CMO Ama-Ahrefs

Sebenzisa okuqukethwe kwakho ukuze uqondise amathemba akho ekuboneni ngeso lengqondo indlela yokusebenzisa umkhiqizo wakho ekuphileni kwabo kwansuku zonke nokusebenza. Uma bebona umkhiqizo wakho usebenza, bangazibona bewusebenzisa.

Ungabona ukuthi lokhu kusebenza kanjani kukho konke okuqukethwe kwethu. Izindatshana zethu zifaka isethi yethu yamathuluzi ngokugqamile. Kanjalo bakwethu Amavidiyo we-YouTube.  

Sibe nakho amaningi mahhala izifundo ezigcwele ubude lokho kuzokukhombisa ukuthi ungazixazulula kanjani izinkinga ze-SEO nge-toolset yethu:

Nikeza inguqulo yamahhala yomkhiqizo wakho

Ukubona ukukholwa. Kodwa ukuthinta noma ukusebenzisa umkhiqizo kuzowugxilisa emqondweni womhlomulo wakho. Kungakho izinkampani zokudla zijabule kakhulu ukunikeza amasampula amahhala—ukunambitheka okukodwa futhi uzokwazi ukuthi uyafuna yini ukukuthenga noma cha. 

Kwa-Ahrefs, sinikeza izinguqulo zamahhala zesethi yethu yamathuluzi:

• Amathuluzi we-Webmaster Ahrefs – Ukufinyelela mahhala I-Site Explorer futhi Ukuhlolwa Kwamasayithi.
• Amathuluzi wethu we-SEO wamahhala - Amathuluzi ahlukahlukene amahhala azokusiza ngocwaningo lwamagama angukhiye, ukwakha izixhumanisi, nokuningi.

Uma abangaba amakhasimende besebenzisa okuqukethwe kwethu futhi bekwazi ukulandela kanye namathuluzi ethu amahhala, sizoba phezulu ezingqondweni zethu lapho benquma ukubhalisa ngokuzayo.

4. isinyathelo

Abanye abantu kulesi sigaba bangase badinge isikhuthazo esithe xaxa sokuthenga. Ngakho umgomo wakho lapha uwukubanikeza “ugqozi” lokugcina—isizathu esinamandla sokuthenga njengamanje.

Kunezindlela ezahlukahlukene ongakwenza ngazo lokhu, njenge:

• Ukusebenzisa ukuphuthuma. Uma izifundo zakho ezisuselwe kuqembu zivalwa noma umkhiqizo uzophela esitokweni maduzane, ungabakhumbuza ngesineke (ungakukhohlisi lokhu!).
• Ukunikeza isiqinisekiso sokubuyiselwa imali.
• Ukuqinisekisa ukuthi ukuzizwisa kokukhokha kuhamba kahle futhi kulula.
• Ukubanikeza isaphulelo sokugcina noma ikhuphoni.

UKUFUMA

Lesi sigaba siyindawo enhle yokwengeza ama-upsells. I-Upselling ukuthengisa izengezo zamakhasimende akho emikhiqizweni asebevele beyithenga.

Isibonelo, uma uthenga i-MacBook esitolo se-Apple, bazokubuza ukuthi uyayifuna yini i-AppleCare. Lokho yi-upsell. Ngokunjalo, uma uthenga ukudla kwaMcDonald's futhi bakubuza ukuthi uyafuna yini ukukhuphula ukudla kwakho.

Ukulinganisa impumelelo yefaneli

Njengoba wakha ifaneli yakho, kufanele unikeze amamethrikhi athile esigabeni ngasinye. I ngokuqondile imethrikhi izohluka kuye ngesiteshi noma iqhinga olisebenzisayo, kodwa nansi eminye imibono:

• Ukuqwashisa – Inani labavakashi abeza esizeni.
• Isithakazelo - Inani labantu ababhalisela uhlu lwe-imeyili.
• Ukucabangela - Izinga lokuchofoza (CTR) lama-imeyili.
• Ukuguqulwa - Inani labantu abathenga umkhiqizo noma isevisi yakho.

Qala ukukala ngamathuluzi afana -Google Analytics. Qhathanisa lawa mamethrikhi inyanga nenyanga. Uma ubona ukwehla noma ukugqama kwezinombolo, kusho ukuthi unenkinga.

Isibonelo, ungabona ithrafikhi eningi kuwebhusayithi yakho, kodwa akekho oguqulela ohlwini lwakho lwe-imeyili. Ukusuka lapho, uzokwazi ukuthi kungase kube nenkinga ngesigaba Sentshisekelo. Ungazama amaqhinga ukuze uthuthukise ukuguqulwa, njenge:

• Ukuqondisa kabusha izivakashi ngokunikezwa kokujoyina uhlu lwakho.
• Thuthukisa ikhophi yakho yokubhalisa i-imeyili.
• Thuthukisa isisusa osinikezayo sokubhalisa.
• Yenza ibhokisi lokubhalisa ligqame kakhulu.
• Yengeza izinketho ezengeziwe ukuze ubhalise.

Ukuhlaziya nokwenza ngcono ifaneli yakho kuyinqubo engapheli. Kodwa leyo yingxenye ejabulisayo yokumaketha. Qhubeka nokuzama futhi uzothola izindlela zokuthuthukisa imiphumela yakho.

Imicabango yokugcina

Ngokokuhlakanipha okujwayelekile kokumaketha, kushibhile ukugcina amakhasimende kunokuthola amasha. Ngakho-ke ungakwazi futhi ukucabangela ukunwebeka ngale kwefaneli evamile futhi ugxile ezigabeni ezifana Nobuqotho Nokumela.

Isibonelo, kwa-Ahrefs, sine-a umphakathi wamakhasimende kuphela lapho amakhasimende ethu angahlanganyela khona, abuze imibuzo, futhi anikeze impendulo yesethi yethu yamathuluzi. 

Esigabeni Sokumela, ungacabanga ukusetha uhlelo lokudlulisela ukuze kube lula kumakhasimende akho ukudlulisela umkhiqizo wakho kubangani bawo. 

Yilokho nje isihloko se-iceberg. Kuningi ongakwenza. Kufanele nje uzame. 

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.