I-Multi-Channel Marketing: Ungawathola Kanjani Amakhasimende Avela Yonke Indawo

Ithrafikhi, imikhondo, ukuthengisa—uma uthola okuningi, kuba ngcono. Ukugxila ebunyeni besu elilodwa lokumaketha kungaba nezithelo kodwa cishe njalo kufinyelela umkhawulo. Yilapho ukumaketha kweziteshi eziningi kungena khona.

Uma ufuna ukukhulisa ukuthengisa futhi unciphise izindleko zokumaketha, indlela yeziteshi eziningi ingakusiza ukuthi uthwebule amakhasimende okungenzeka ungalokothi uwafinyelele.

Kodwa kuyini ukumaketha kweziteshi eziningi, ngempela? Futhi ukwenza kanjani lokho ngenkathi uhlala uhlelekile? Ake sixoxe ngakho.

Okuqukethwe
Kuyini ukumaketha kweziteshi eziningi?
Ungaqala kanjani ngokumaketha kweziteshi eziningi
Izibonelo zokumaketha zamashaneli amaningi
Imicabango yokugcina

Kuyini ukumaketha kweziteshi eziningi?

Ukumaketha kweziteshi eziningi kusho ukusebenzisa iziteshi eziningi ukuze wenze umkhiqizo wakho ube phambi kwamakhasimende angaba khona. Lokhu kungasho ukusebenzisa inhlanganisela ye-SEO, ukumaketha kwenkundla yezokuxhumana, ukukhangisa okukhokhelwayo, nanoma iyiphi inombolo yezinye iziteshi zokumaketha.

Izinzuzo zokumaketha kweziteshi eziningi

Njengoba ngishilo ngenhla, ukumaketha kweziteshi eziningi kukuvumela ukuthi ufinyelele amakhasimende amaningi kunalokho okugxilwe yisiteshi esisodwa. Ukufanekisa, abanye abantu abasoze bacinga amagama angukhiye owabeka ku-Google, futhi abanye abantu abasebenzisi izinkundla zokuxhumana. 

Ngokungeziwe ekufinyeleleni okubanzi, ungase ukwazi ukuthwebula amakhasimende amasha ngezindleko eziphansi. 

Isibonelo: Inkundla yezokuxhumana ephilayo imahhala, futhi ukusabalalisa ukukhangisa kwakho phezu kwengxube yazo zombili iziteshi zomphakathi kanye nokumaketha kwenjini yokusesha ekhokhelwayo kusho ukuthi uzothola ukusetshenziswa okuphumelelayo kakhulu kwezindleko zakho zezikhangiso. Lokhu kuzokuvumela ukuthi usebenzise kuphela lokho okusebenzayo futhi ugweme ukuchitha imali kwezikhangiso.

Izinselelo zokumaketha eziteshini eziningi

Kunjalo, ukuba neziteshi eziningi kubangela ubunkimbinkimbi. 

Udinga ukuqonda ukubuyisa kanjani okuqukethwe kwakho ukuze ugweme ukwengeza ithani lomsebenzi owengeziwe nezindleko. 

Hhayi lokho kuphela, kodwa ukuthumela eziteshini eziningi zokuxhumana nabantu ngaphezulu ukwenza i-SEO kusayithi lakho, ukuphatha uhlu lwama-imeyili, nokudlala izikhangiso kuwumsebenzi omningi—ikakhulukazi uma ungenalo ilungu leqembu elikhethekile elizophatha umsebenzi ngamunye.

Ukuqasha ithimba lonke lokumaketha kuyabiza futhi.

Kepha uma usebenzisa isoftware ezishintshayo futhi usebenzisa ithuluzi ukuze uhlale uhlelekile, ungazinqoba lezi zinselele ngaphandle kokuphula ibhange. 

Ungaqala kanjani ngokumaketha kweziteshi eziningi

Ngezansi, ngihlukanisa izisekelo zokuqalisa ngokumaketha kweziteshi eziningi zibe izinyathelo ezine:

1. Ukusungula ukuvumelana kukho konke ukumaketha kwakho
2. Ukuhlonza nokucwaninga izethameli zakho ozihlosile
3. Ukukhetha amashaneli ofuna ukuwangeza esu lakho lokumaketha
4. Ukusebenzisa isofthiwe namathuluzi ukuze uhlale uhlelekile

1. Misa ukungaguquguquki usebenzisa i-IMC

Uma unganakile, ukusebenzisa iziteshi eziningi nokuqasha abantu ukuthi baphathe lezo ziteshi kungaholela ngokushesha emilayezweni nasekufakweni komkhiqizo okungahambisani. 

Yilapho i-integrated marketing communications (IMC) ingena.

I-IMC eqinile yenza umkhiqizo wakho uhambisane kuzo zonke izindawo zokusebenzisana namakhasimende, kusukela ekuqapheliseni umkhiqizo wakho kuya ekuthengeni. Kuhlanganisa izinto ezifana nalezi:

• Isitayela somkhiqizo, umbala, nemihlahlandlela yefonti.
• Imiyalezo yomuntu kanye nesitayela (okungukuthi, ukuthi umkhiqizo wakho ubhala kanjani).
• Izitayela zelogo ezigunyaziwe.

Ngamanye amazwi, kufanele uthathe isikhathi udale imihlahlandlela yokwenza uphawu nesitayela yenkampani yakho. Ithini imibala yakho eyinhloko? Ilogo yakho kufanele ivele kanjani njalo? Isiphi isitayela okufanele imiyalezo yakho ibe ngaso, futhi uyini umgomo wakho njengenkampani?

Isibonelo, nansi imihlahlandlela yesitayela ye-Dyno Studio:

Ungayibona ikhombisa wonke amafonti agunyaziwe omkhiqizo, inhlanganisela yemibala, nezitayela zamalogo ezamukelwe. Yebo, ungajula kunalokho ukuze ufake ubuntu bomkhiqizo wakho (okungukuthi, ufuna ukuthi umbhalo wakho wokukopisha uhlangane kanjani—okunobuhlakani, okuhlekisayo, okusile, okujulile, noma okunye).

Uma ufuna ukufunda kabanzi mayelana nokuthuthukisa imihlahlandlela yesitayela somkhiqizo, ngincoma kakhulu ukufunda Umhlahlandlela kaVenngage lapha.

2. Thola futhi ucwaninge izethameli zakho ozihlosile

Enye yezinto ezibaluleke kakhulu ongayenza ukumaketha inkampani yakho ukuqonda izethameli ozikhangisayo. Izinto ezifana:

• Yini abayikhathalelayo?
• Yiziphi izinkinga abanazo inkampani yakho engazixazulula?
• Bashonaphi ukuze bathole ulwazi mayelana nemikhiqizo yakho?
• Njll

Ukwenza ucwaningo lwemakethe kufanele kube yinto eza kuqala. Kuqala ngokunquma imibuzo ofuna ukuyiphendula. Ngikunikeze imibono embalwa ngenhla, kodwa zizwe ukhululekile ukuza neyakho eyengeziwe.

Uma usuyazi ukuthi yini oyifunayo, udinga ukukhetha indlela yocwaningo. Ungaqhuba inhlolovo kumakhasimende akho akhona, ubuze amakhasimende akho ngqo kwinhlolokhono yocingo ukuze ufunde kabanzi ngawo, uhlole izinkundla owazi amakhasimende akho azisebenzisayo (i-Reddit cishe ihlale iwukubheja okuhle), noma yenza ukuhlaziya okuncintisanayo ukuze ubone ukuthi izimbangi zakho zenzani.

Isibonelo, ake sithi ngithengisa amabhodlela amanzi asezingeni eliphezulu. Ngiyazi omunye wabancintisana nabo yiHydro Flask. Ngakho ngibheka ukuthi yenzani ngokuqoqa idatha yezinhlobo zemikhiqizo eyithengisayo, amaphuzu amanani nezici zaleyo mikhiqizo, kanye nanoma yiziphi izibuyekezo zekhasimende.

Ikakhulukazi, ngizama ukuthola ukuthi amakhasimende ayo athanda ini ngemikhiqizo nokuthi yini abafisa ukuthi kube ngcono ngemikhiqizo eshiwo. 

Ngokwesibonelo, kunezibuyekezo ezikhomba izinhlobo ezimbili zabathengi abanezidingo ezihlukene: (1) umuntu odinga ukuvaleka isikhathi eside, izinsuku ezishisayo emsebenzini kanye (2) nomuntu owasithenga njengesipho esinombhalo oqoshiwe somunye umuntu ochitha isikhathi esiningi emgwaqeni:

Ukumba sijule, singabona izibuyekezo eziningi ezikhala ngokuthi ibhodlela liputshukile. Lokho kunginika ulwazi oluthile lokuthi ngingawuthuthukisa kanjani umkhiqizo wami.

Kukhona namazwana amaningi asho ukusebenzisa amabhodlela ohambo lokuya emsebenzini nasejimini, futhi lokho kungisiza ukuthi ngithuthukise isithombe sami sezinhlobo zamakhasimende afuna lezi zinhlobo zamabhodlela.

Kodwa umbuzo obaluleke kakhulu yilo: Amakhasimende akwaHydro Flask ayithola kanjani?

Izibuyekezo zinikeza amacebo ambalwa, okubonisa ukuthi amanye amakhasimende ayo athenge umkhiqizo ku-Dick's Sporting Goods. Nokho, lokhu akungitsheli ukuthi kufanele ngimakethe kuphi imikhiqizo yami.

Uma ngibheka iwebhusayithi yayo, ngiyayibona ine-newsletter ye-imeyili futhi iyasebenza ku-Facebook, Twitter, Pinterest, Instagram, naku-YouTube:

Isiteshi sayo esihle kakhulu sibonakala kuyi-Instagram, sinabalandeli abangaphezu kuka-600,000. Ukwengeza, isebenzisa amanxusa omkhiqizo ukusiza ukukhuthaza imikhiqizo. Nokho, akubonakali kunebhulogi—okungukuthi, ngokubona kwami, kuyithuba elikhulu eligejiwe.

Kungakhathaliseki ukuthi, “hlola” abanye oqhudelana nabo ukuze ubone ukuthi yiziphi iziteshi abazisebenzisayo nokuthi bazisebenzisa kanjani ukwazisa isu lakho.

3. Khetha iziteshi zakho

Manje usukulungele ukunquma ukuthi yiziphi iziteshi ozozibeka phambili. 

Inkundla yezokuxhumana isobala. Ungavele ube nesiteshi kuzo zonke izinkundla ezinkulu (i-Facebook, i-Twitter, i-Instagram) futhi uzenze ngokuzenzakalelayo ukuthumela kuzo zonke iziteshi ngethuluzi elifana ne-Buffer. 

Kodwa akuwona wonke amabhizinisi adinga zonke iziteshi. Udinga ukunquma ukuthi ukudala amavidiyo e-TikTok ne-YouTube kusifanele isikhathi sakho yini, njengoba lezi ziteshi zithatha umzamo owengeziwe.

Futhi, akuwona wonke amabhizinisi afanele ukuba ne-akhawunti ye-LinkedIn noma i-Pinterest. Ingabe izethameli zakho zisebenzisa lezi zinkundla? Uma kungenjalo, zingakufanelekela ukweqa.

Omunye wakho izinketho zeziteshi zokumaketha zihlanganisa:

• Usesho lwe-Organic
• Izincwadi ze-imeyili
• Ukukhangisa kwe-PPC
• Imeyili yomnenke
• Ukukhangisa kwe-TV
• Ama-podcasts
• Izenzakalo
• Etc

Ngamanye amazwi, unezinketho. Izinketho eziningi. Yikuphi okufanele ukhethe?

Nokho, lokho kuncike kulokho okutholile esinyathelweni sokugcina. Ziphi izethameli zakho? Ingabe balalela amaphodikasti? Uma kunjalo, yiziphi? Futhi bafunani ku-Google? Lena imibuzo odinga ukwazi izimpendulo zayo. Buyela emuva esinyathelweni sokugcina uma ungakwenzi.

Ngokuvamile, ukubheja kwakho okuhle ukwenza i-akhawunti kuzo zonke izinkundla ezinkulu zokuxhumana, ube ne-newsletter eyisisekelo ye-imeyili yokukhetha ukungena kuwebhusayithi yakho, futhi ubhale okuthunyelwe kwebhulogi ye-SEO.

Uma ungenaso isiqiniseko sokuthi ungaqala kuphi, cabanga ngokuxhuma izingosi zezimbangi ku-Ahrefs' I-Site Explorer ukuze ubone ukuthi yimaphi amagama angukhiye abawathola ku-traffic ku-Google.

Isibonelo, ake sithi uthengisa amatende aphezu kophahla. Omunye wezimbangi zakho kuzoba Off Road Tents. Uma uxhuma isayithi layo ku-Site Explorer bese ubheka Amagama angukhiye we-Organic umbiko, ungabona ukuthi inokuthunyelwe kwebhulogi kusezingeni lamagama angukhiye afana ne-"tacoma camper shell" kanye "ne-tent ac unit":

Lokhu kukunikeza ukusikisela kokuthi yiziphi izindatshana ezilethela ithrafikhi futhi, okungenzeka, nokuthengisa. Funda wethu I-SEO competitor analysis guide ukufunda okwengeziwe.

4. Sebenzisa isofthiwe ukuze uhlale uhlelekile

Khumbula ukuthi ngikhulume kanjani enye yezingqinamba zendlela yokwenza iziteshi eziningi ukuthi kungaba yinkimbinkimbi futhi kube nzima kangakanani ukuhlala uhlelekile futhi ungaguquguquki?

Isoftware ingasiza ngalokho.

Kwa-Ahrefs, sisebenzisa Basecamp ukulandelela imizamo yethu yokumaketha, ukugcina ababhali bethu ekhasini elifanayo, ukwakha imihlahlandlela yesitayela, futhi ngokuvamile uhlale uhlelekile. 

Ine-curve yokufunda kancane uma iqhathaniswa nenye isoftware yokuphatha imisebenzi efana Asana or Trello, kodwa inekhono kakhulu. Kukuwe ukuthi iyiphi okhetha ukuyisebenzisa.

UThomas Frank futhi unemihlahlandlela eminingi emihle kakhulu ekhombisa indlela yokusebenzisa i-Notion ekudaleni okuqukethwe, ukuhlela, nokushicilela. Bheka umhlahlandlela wakhe wamahhala we-Notion Fundamentals ukuze uqalise ngawo.

Ngaphezu kokusebenzisa isofthiwe ukuze uhlale uhlelekile, kuyasiza nokuba nento efana nayo I-Klipfolio ukuze ubone zonke izibalo zakho eziteshini endaweni eyodwa. Ungagcina amathebhu ezibalweni zakho zenkundla yezokuxhumana, impumelelo yokukhangisa, nokunye okwengeziwe kudeshibhodi eyodwa elula:

Okokugcina, ukwakhiwa kokuqukethwe namathuluzi wokuzenzakalela uzoba umngane wakho omkhulu. Lokhu kubandakanya:

• Amathuluzi okuhlela enkundla yezokuxhumana afana isikhumbulo sesikhana or I-Hootsuite.
• Isoftware yokuthengisa nge-imeyili njenge Guqula.
• Amathuluzi we-SEO afana nalokho esikunikeza ngakho Ama-Ahrefs.

Khumbula nje: Lawa mathuluzi akhona ukwenza impilo yakho ibe nzima kakhulu, hhayi ngaphezulu. Zama okumbalwa, gcina lokho okusebenzayo, futhi ulahle okungasebenzi. Asikho isidingo sokuthatha amathuluzi amaningi kunalokho owadingayo.

Izibonelo zokumaketha zamashaneli amaningi

Okokugcina, ake sibheke ezinye izindlela ezihlukene zokusebenzisa iziteshi eziningi zokumaketha.

Ama-Ahrefs

Lapha kwa-Ahrefs, yonke into izungeza umkhiqizo. Futhi yilokho esabelana ngakho kuzo zonke iziteshi, kungakhathaliseki ukuthi kwenzekani. Lesi sithombe siyakufingqa:

Yilokho esikhuluma ngakho lapha kubhulogi ngamathani wokuqukethwe kokufundisa. Futhi yilokho esabelana ngakho ezinkundleni zokuxhumana:

18 Izigebengu ze-Ahrefs sibheje ukuthi ubungazi ⚡🧵 pic.twitter.com/Rah41va41S

- Ahrefs (@ahrefs) Mashi 23, 2023

Ngisho nesiteshi sethu sonke se-YouTube sizinikele ekukufundiseni ukusebenzisa amathuluzi e-Ahrefs ukuthuthukisa iwebhusayithi yakho:

Ngamanye amazwi, sinamathela kunjongo yethu yokwakha isofthiwe ye-SEO ehamba phambili kuwebhu—kungakhathaliseki ukuthi siyiphromotha kuphi.

Duolingo

I-Duolingo inelinye lamasu okuthengisa athakazelisa kakhulu engake ngawabona. Iyakuyeka ukugxila emkhiqizweni wayo ukuze ivune ubungako begciwane kanye nokuqashelwa komkhiqizo.

Vele ubukele enye yamavidiyo ayo e-TikTok, futhi uzobona ukuthi ngiqonde ukuthini:

http://www.tiktok.com/@duolingo/video/7208655051437460782

Ukhona yini umbono wokuthi umkhiqizo wayo wenzani ngokusekelwe kuleyo vidiyo? Yebo, nami ngokunjalo. Kodwa leyo vidiyo ithole ukubukwa okungu-6.4 million. Isiteshi sayo se-YouTube asihlukile kakhulu:

Inokumaketha okuqinile ngokwedlulele nge-Duolingo bird mascot, futhi ihlanganisa lokho namahlaya athandwayo kanye ne-virality ukwakha ukuqwashisa ngomkhiqizo. Iphinde isebenzisa zonke iziteshi ezitholakalayo—ezomphakathi, i-SEO, i-imeyili, izinhlelo zokusebenza, i-TV, izikhangiso zokubonisa, nokuningi.

Apple

U-Apple uyinkosi yokufaka uphawu. Isebenzisa ukumaketha kweziteshi eziningi kangcono kunanoma iyiphi inkampani ekhona, ngokuqashelwa komhlaba wonke kwesithonjana esidumile se-Apple.

Njengo-Ahrefs, imiyalezo ye-Apple igxile emkhiqizweni. Kodwa esikhundleni sokuqukethwe okufundisayo, kudala isidingo ngokuxoxa indaba nokuvusa imizwa. 

Isebenzisa iziteshi eziningi kakhulu kuneziningi, ixuba izindlela ezindala njengokukhangisa kwe-TV namabhodi ezikhangiso anezindlela ezihlukile njengokunikela ngekhadi layo lesikweletu—kanye, nezindlela ezivamile zokumaketha zedijithali zenkundla yezokuxhumana, i-imeyili, ne-SEO. 

I-Apple futhi ingesinye sezibonelo ezinhle kakhulu zokuxhumana ezididiyelwe zokumaketha kanye nomfutho wokudala umuzwa owodwa, ongenazihibe kuwo wonke amashaneli namadivayisi ewadayisayo. 

Ngokungafani nezinye izibonelo ezikulolu hlu, ngokuvamile isebenzisa okuqukethwe okukhiqizwa umsebenzisi (i-UGC) eziteshini zayo zokuxhumana. Cishe konke okuthunyelwe kwayo okuthunyelwe kabusha okuvela kubantu abasebenzisa imikhiqizo ye-Apple.

Imicabango yokugcina

Ukumaketha kweziteshi eziningi kukusiza ukuthi ufike phambi kwamakhasimende akho noma ngabe zisebenzisa ziphi iziteshi. Iyona ndlela kuphela yokukhulisa ukufinyelela komkhiqizo wakho.

Izithiyo eziyinhloko—ukungaguquguquki nokuba yinkimbinkimbi—kunganqotshwa ngemihlahlandlela yesitayela somkhiqizo efanele futhi kusetshenziswa isoftware ezenzakalelayo yokuthengisa kanye nokuphathwa komsebenzi.

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.