Kushambadzira kwemaindasitiri, dzidza maitiro ayo pano!

La industry marketingiye imhando yebhizinesi nekutaurirana iyo inobatanidza zvakananga makambani maviri, mune ino chinyorwa tichakuratidza kuti inoshanda sei.

industry marketing

Musika pakati pemakambani padanho remaindasitiri une maitiro ekuti makambani maviri anotanga kutaurirana uye bhizinesi kuburikidza nemamwe marongero akagadzirirwa chinangwa ichocho. Inomiririra mhinduro dzekukurumidza dzinotsvaga kumisa hukama hwekutengeserana pakati pemakambani maviri, uko mubatanidzwa pakati pemasangano ese ari maviri unobatanidzwa.

Aya makambani haatarise pamutengi wekupedzisira asi anongotarisa mamwe makambani anoita zvekutengesa, kusimudzira uye kushambadzira mabasa. Nenzira imwecheteyo, hukama hunoumbwa apo imwe yemakambani inotsaurira chikamu chikuru chekugadzirwa kwayo kupa zvigadzirwa nemasevhisi kune imwe kambani.

Kuti udzidze zvakawanda nezve rudzi urwu rwemazano, tinokukoka iwe kuti uverenge chinyorwa Content Marketing Mienzaniso uko zvine chekuita nazvo zvinotsanangurwa zvakadzama.

Nzira yekuita sei zano rakadaro?

Munyika dzeEurope neUnited States iyi nzira inonzi B2B (Business to business). Izvo zvinoitwa zvichitsvaga vangangove vatengi vanogona kuwana mimwe michina, zvigadzirwa uye michina; Maitiro acho anosanganisira kuona makambani akabatana kune zvigadzirwa zvinogadzirwa.

Kushandiswa kwemaitiro ekushambadzira

Chidzidzo chemusika chinobva chaitwa uko makambani angangoita anogona kuvimba nekutora kwezvinhu zvinopihwa neimwe kambani anowanikwa nezvikamu. Zvadaro, vatengi vanozivikanwa nekuvabatanidza kune chigadzirwa chavanoshuvira kupa.

Vatengi vakasiyana vanoonekwa kwavari izvo zvinotengeswa zvichapihwa nekushandisa nzira dzekushambadzira. Maitiro ekushambadzira maindasitiri anotanga, uko mushandirapamwe wakagadzirirwa kusimudzira nekumisikidza bhizinesi, muchikamu ichi nyanzvi dzekushambadzira kwedhijitari dzinopinda.

Zvishandiso zvakaita seGoogle AdWords zvinozoshandiswa kutsvaga yakawedzera organic web traffic, inova yakajairika uye inowirirana vateereri, iyo inowanikwa pasina chikonzero chekubhadhara SEM chinzvimbo. Muchirongwa chekushambadzira maindasitiri, zviwanikwa uye vashandi vanoiswa mari kuti vakwevera kutarisisa kwevangangodaro vatengi vanowanikwa pane network.

Vatengi

Nekushandiswa kwechishandiso chinonzi inbound marketing, zvinokwanisika kuwana kukosha muzvigadzirwa kuti uzviratidze nenzira inokatyamadza kune boka revatengi chaivo vanoda michina uye zvekutengesa mumaindasitiri. Mushandirapamwe unoitwa nenzira yakafanana sezvainoitwa pakumisikidzwa kwezvigadzirwa zvekutengesa.

Vatengi vekutanga vanosvika nekushanya kune peji uye mapuratifomu anoenderana, uko vanopa mazano vanosimudzira chigadzirwa vanouya uye kutengesa kwekutanga kunobatanidzwa. Zvadaro, hukama pakati pemakambani ese ari maviri anogadzirwa kutsvaga kubatanidzwa kweiyo indasitiri yekushambadzira maitiro.

post sale

Mabhizinesi ane hukama nemhando iyi yemaitiro akasiyana zvachose nehukama hwekutengesa pakati pemugadziri uye mutengi. Muchiitiko ichi, inhaurirano uye kutaurirana pakati pemakambani maviri, mugadziri wemichina yekupinza uye kunyange kugovera zvigadzirwa, uye imwe ine basa rekuvashandisa pakutengesa masevhisi ayo uye zvigadzirwa zvekupedzisira.

Maitiro acho anoitwa nekuda kweiyo nzira yekushambadzira iyo yakakosha kukudziridza uye kuronga bhizinesi zvakanyanya, kutsvaga kumisa mabhondi anogara kwenguva yakareba. Iwo zvakare chikamu cheimwe yedhijitari yekushambadzira maturusi.

Batsirwa

Mhando iyi yehurongwa inopfuura bhizinesi, inoonekwa senzira yekambani yekumisikidza hukama hwekutengesa, nenzira yekuti inoshandiswa kuita hurongwa hwakakura hwehurongwa, kubatanidza mapurojekiti uko makambani makuru nemaindasitiri anobatanidzwa.

Iyo purojekiti yakanangana nemakambani uye kwete kuvanhu, saka manejimendi uye hurongwa hwehurongwa hunofanirwa kushandiswa, zvinhu zvine chekuita nekuronga kwemaitiro uye kushandiswa kwemaitiro ekutengesa muhuwandu hwakawanda zvinotariswa. Chimwe chinhu chakakodzera chekushambadzira kwemaindasitiri chinobatsira kuwana vangangove vatengi uye nekubatanidza vateereri vakasiyana, iyo iri kutsvaga rudzi rweindasitiri-rudzi runovabvumira kuita zvirongwa zvavo zvenguva refu nemapurojekiti.

Nenzira iyi, ivo vanotarisa nzira dzakananga uye nehumwe hunhu, izvo zvinotungamira kumisikidza kushandiswa kwechigadzirwa, icho chave chakarongerwa chirongwa chekushanda. Inokoshesawo mabhenefiti achave neimwe kambani mushure mekutora chigadzirwa, ichimaka mutsauko uripo pakati pekare neshure, zano rinobvumira kutsvaga vateereri, uko vatengi venguva yemberi, vanotemerwa semakambani kana mafemu, vanonyatsonzwisisa. sei kushumira chigadzirwa chakapiwa kwavari.

Kuti uwedzere ruzivo rwakapihwa muchinyorwa chino, tinokukoka iwe kuti udzvanye pane inotevera link Kukurudzira kushambadzira  kwaunogona kuwedzera ruzivo urwu.

Nei zvichikosha kuzviita?

Nhasi kuvepo painternet kwakakosha kumakambani makuru ane basa rekugadzira zvigadzirwa zveindasitiri, zvinotendwawo kuti inzira yekuzadzisa uye kuchinjika kune nzira nyowani dzekutaurirana. Asi kushambadzira kwemaindasitiri inzira yakakura inotsvaga vatengi vasiri vechinyakare pawebhu.

Iri zano rinonziwo kushambadzira kwemaindasitiri, uye sekuziva kwedu rinoshandiswa chete kana kambani ichitsvaga imwe yekupa zvigadzirwa zvayo, yobva yatsvaga kuchengetedza masevhisi ayo uye mazinga ekugadzira, sezvazvingave zvakadaro.

Kukosha kwe industry marketing ndeyekuti inochinjika kune imwe nzira yakasiyana zvachose kune iyo inoshandiswa kune B2C-mhando mabhizinesi (mabhizinesi evatengi), kubva padhijitari yekuona uchishandisa webhu mapuratifomu. Saka nzira yega yega yekutengesa padanho iri yakareba uye yakasiyana.

Zvigadzirwa zvakataurirwa zvinowana kurapwa kwakasiyana kubva kune zvigadzirwa zvechinyakare, maitiro ane chinangwa chakawanda uye mhando dzinopa nguva nezviwanikwa mukutsanangurwa kwezvakanyanya zvinhu uye michina. Chimwe chinhu chakakosha ndechekuti bhizinesi nekutaurirana kunoitwa chete kuburikidza nenyanzvi munzvimbo dzakasiyana siyana.

Makambani ese ari maviri anotaurirana zvibvumirano, mushure mekuita ongororo yakakwana yekambani yega yega inobatanidzwa. Panyaya yekambani yekugadzira, inosimbisa chimiro uye chimiro chekambani inotenga kuburikidza nemaitiro ekushambadzira.

Izvi, pane zvinopesana, zvinoita ongororo yakazara mukuita kuti zvigadzirwa zvauri kuda kutenga zvinogadzirwa sei. Saka inova nzira inotora mwedzi mishoma nemazuva kuti itenderwe, uye kunyangwe ichiita seinonyumwira, inoshanduka inopesana nezvinofungwa nevakawanda; Mushure mekuita nhaurirano yekutanga uye nekupfuura nzira yekushambadzira maindasitiri, kuvimba kunogadzirwa pakati pemakambani ese ari maviri.

Dzidza zvakawanda nezvemazano ane chekuita nechokushandisa ichi nekuverenga chinyorwa zvinangwa zvekushambadzira, panotsanangurwa zvinhu zvine hukama.

Kusiyana nekutengesa kwevatengi

Mazano ese ari maviri ane misimboti yakada kufanana, zvisinei kune hunhu hunofananidzira musika wemaindasitiri. Hukama pakati pevatengi hwakasiyana zvachose, bhizinesi rinononoka zvishoma, hukama hwakavimbika, zvisinei isu tinotsanangura mamwe misiyano chaiyo:

• Vatengi havana kuwanda kana kuti vanowanika nyore.
• Huwandu hwevatengi hunoiswa muzviitiko zvakawanda, muhuwandu hwekutenga muchikamu.
• Ukama pakati pevatengi nevatengesi hunogara kwemakore, kusiyana nehukama pakati pekutenga kwekutengesa, uko kunongotora mwedzi mishomanana uye kunyange maawa.
• Iko hakuna yunifomu inodiwa, inoshanduka asi yakavimbika, zvekuti makambani anopa zvigadzirwa zvavo mumisika yemaindasitiri kuti asaite zvishoma pakutenga kwekupedzisira kwezvigadzirwa zvavo.
• Vatengesi vanofanira kushandisa nzira dzakasiyana pane idzo dzinoitwa mumisika yemhando yeB2C.
• Mitengo inosiyana zvishoma, kutengesa kunogara kwakavimbiswa uye saka chigadzirwa hachisiyane mumutengo sezvachinoitika kune zvigadzirwa zvekutengesa.
• Munguva yehukama mukushambadzira kwemaindasitiri, maitiro ekutenga anoitwa nevanhu vanopfuura mumwe, izvo, sezvatakambotaura, zvinofanirwa kuitwa nenyanzvi munzvimbo dzakasiyana siyana.

Inbound Application

Iyi nzira imhando yehurongwa huri chikamu chekushambadzira kwedhijitari, iyo inotarisisa zvido uye zvinodiwa. Iyo inogadzirwa kuburikidza nekuitwa kweiyo pedagogical yemukati kutsvaga kukosha mipiro, kana iri yekushambadzira kwemaindasitiri, inoshandiswa kuitira kutsvaga mubatanidzwa webhizinesi pakati pemakambani maviri.

Inbound inobvumira vashandisi uye vangangove vatengi kuwana zvavanenge vachitsvaga pawebhu. Naizvozvo, zvinofadza zvikuru kumakambani emaindasitiri kuimisa senzira yakanaka yekuchinjana nematurusi ekushambadzira maindasitiri, achivabvumira kupa zvakasiyana-siyana zvemukati zvinoshanda seruzivo rwakakosha kune avo vanofarira.

Pakati pezvakanakira kushandisa inbound kushambadzira kuwedzera kwewebhu traffic kune corporate portal, kukura mukutengesa uye kukwidziridzwa mikana, chinzvimbo cheiyo indasitiri brand, chiyero mune zvekutengesa uye maindasitiri zvikamu. Nekudaro, zano rinova rakakosha kana rakasanganiswa nekuisa zvinhu.

Mhando dzebasa

Kushambadzira kwemaindasitiri kunotarisana nekusimudzira zvigadzirwa, michina uye zvekushandisa zvinoenderana nezvinodiwa nevatengi. Kugadzirwa kwayo uye kuvandudzwa kwemabasa ekugadzira mune imwe neimwe yenzvimbo kwakasiyana zvachose nemaitiro anoitwa mumakambani ebasa uye zvigadzirwa zvakakura.

Nechikonzero ichi, inotarisisa marongero ayo pakupa uye kuratidza hunyanzvi hwekutemerwa kwechigadzirwa zvine chekuita nekutengeswa kwacho, kureva kuti, inotungamira mushandirapamwe wayo kuboka revatengi vemhando yebhizinesi vanoda kutengesa mabhureki avo kuburikidza nemhando yezvigadzirwa kwavanoda. inogona kugadzira muvatengi kuchengetedzwa kwekushandisa kwavo.

Mupfungwa iyi, vatengi vari kuda zvakanyanya maererano nemhando, tekinoroji yakatarwa, kuramba kwezvinhu, pakati pezvimwe zvingasarudzwa, uye ivo vanokumbirawo ruzivo rwune chekuita nenhamba, magirafu, madhayagiramu; nenzira iyi nzwisisa uye uzive zvese zvine chekuita nechigadzirwa chaunoda kutenga.

Kushambadzira kwemaindasitiri kunozonzwisiswa senzira iyo isingangope chete uye kuisa mhando, asi zvakare inochengetedza nhungamiro, kubvunza, michina uye masevhisi ekugadzirisa michina kumutengi wayo; zvisinei, zvichienderana nerudzi rwechigadzirwa, inogona kupa anotevera masevhisi:

• Ipa zvisara uye mabasa ehunyanzvi.
• Post-sale advice.
• Kuvepo kwenyanzvi nenyanzvi.
• Kuisa uye kugadzirisa.
• Guarantees uye kuchengeteka.
• Mabhurocha uye zvinyorwa zvekushanda.
• Zvigadzirwa magazini uye makatagu.
• Kuiswa kwekusimudzira muzvinyorwa zvehunyanzvi uye magazini zvine chekuita nemunda.
• Zviitiko uye mazuva ekudzidziswa kwevashandi vehunyanzvi vekambani inotenga.
• Hurukuro dzemakambani dzine chekuita nerudzi rwechigadzirwa.

Mimwe mienzaniso

Mushure mekuziva kuti kushambadzira kwemaindasitiri kunoshanda sei, iwe unoda kuziva kuti rudzi urwu rwebhizinesi runobata sei kana kubatsira vagariwo zvavo. Mienzaniso yakati wandei inogona kutorwa neinotevera: kana muzvinabhizimusi aine mabheki akati wandei uye aine vatengesi vakasiyana vanomupa, kunze kweiyo mbishi (hupfu), zvigadzirwa zvakasiyana senge zvinwiwa zvinwiwa, muto, delicatessen, nezvimwe.

Muridzi webhizinesi anoita sarudzo yekuwana zvigadzirwa izvo zvaanofunga kuti ndezvemhando yepamusoro uye kuvimba nevatengi vake. Kushambadzira kwemaindasitiri kunouya kana mutengi afunga kufunga kuti ndechipi chigadzirwa chakanyanya kukodzera bhizinesi rake, mumwe muenzaniso ungave unotevera:

Munhu ane kambani inogadzira masherufu ezvitoro nemaindasitiri, inova rudzi rwechigadzirwa chinorema uye chisiri nyore kufamba. Naizvozvo, inofanirwa kunge iine mumwe muchina unoitendera kuti ifambiswe mumashedhi kana matura, nekuti iyo inofanirwa chibvumirano kana kutora michina yekusimudza kana mini cranes, yobva yatanga chibvumirano chekurenda neimwe kambani.

Resumen

Hukama hwekutenga hwakatangwa pakati pemapato apo nzira yekushambadzira maindasitiri yatsanangurwa inobvumira kutaurirana kwakananga pasina vamiriri kuti vatariswe. Zvibvumirano zvinoitirwa kwenguva yakareba apo kuvimba ndiyo imwe yenzira dzavanobatsira kusimudzira uye kumisikidza hukama hunogara.

Kana nzira dzenhaurirano nedzekutaurirana dzapfupikiswa, kudyidzana kwakanyanya kunogona kuumbwa kuitira kutsvaga kuwirirana pakati pemasangano maviri aya. Mazano ekusimudzira mukushambadzira kwemaindasitiri anosanganisira kukwidziridzwa kwakasiyana kwazvo pane kushambadzira kwedhijitari, sekuratidzira, maforamu ekutengeserana uye kutora chikamu muzviitiko zvemakambani.

Isu tinoona ipapo kuti haina kunangana neruzhinji, asi yakabatana zvakananga kumakambani anotungamira nekugadzirisa zvimwe zvigadzirwa. Saka irwo rudzi rwakaoma rwekushambadzira, uko mitemo yekusimudzira inofanirwa kuve yakajeka, haifanirwe kuvhiringika kana kusanganiswa nemaitiro ekushambadzira ezvigadzirwa zvekushandisa zvakanyanya kana zvigadzirwa zvakajairika zvekushambadzira.