Kubalulekile ukwazi indlela yokwenza i-imeyili marketing, njengoba kuyithuluzi lokukhuthaza imikhiqizo nemikhiqizo, kulesi sihloko sizokutshela ukuthi ungayenza kanjani.
Noma iyiphi inkampani efuna ubukhona ku-Ecommerce kufanele icabangele ukusungula ukumaketha nge-imeyili njengesu layo eliyinhloko.
Ungakwenza kanjani ukumaketha nge-imeyili?
Amathuba okuphromotha umkhiqizo noma isevisi angandiswa uma kusetshenziswa amathuluzi okuthengisa adingekayo. Kulokhu sethula indlela yokumaketha nge-imeyili; Kuyinqubo yokuphromotha esebenzisa isizindalwazi se-imeyili.
Ngokuphromotha okuhle kokuqukethwe okuhlukahlukene okufana ne-Whitepaper, ama-ebooks, i-infographics nemidiya yokulalelwayo, angasetshenziswa ukunikeza izinhlobo eziningi zokuphromotha, njengemicimbi, imikhiqizo yolwazi, imikhiqizo, phakathi kwezinye izindlela. Ngalokho, ezinye izici ezihlobene nobumfihlo, izindleko, imbuyiselo, inzuzo kanye nobubanzi kufanele kucatshangelwe.
Umbono waleli su lokumaketha ukuthi lisiza ukugcina ukwethembeka kwekhasimende noma komsebenzisi kumkhiqizo noma kumkhiqizo, kudala isibalo endaweni yaso esingahlala emqondweni womthengi isikhathi eside. Kodwa ake sibone ezinye izici nokuthi ungakha kanjani nokuthi ungakwenza kanjani ukumaketha nge-imeyili.
Izindlela ezihlukile zokumaketha zivumela ukwazi izinhlobo zokuphromotha njengalezo eziboniswe esihlokweni esilandelayo, tshala imali ku-inthanethi izici ezibalulekile zichazwe lapho.
Zibekele umgomo oyinhloko
Kunoma yiliphi isu lokumaketha kwedijithali, kubalulekile ukwazi ukuthi yini efunwayo ngokuphromotha nokukhangisa komkhiqizo, ukwakhiwa kwawo kungenziwa nge-Branding lapho umkhiqizo okuhloswe ukuthi uthuthukiswe kufanele uhlelwe kahle. Ngakho izinhloso kumele zicace.
Okokuqala, ukubonakala kufanele kucatshangelwe, indlela amakhasimende azokhangwa ngayo kanye nekhono lokugcina umkhiqizo okwesikhashana kuwebhu. Lezi zici ezintathu kufanele zibhekwe ukuze kusungulwe inhloso ecacile ezovumela ukuthi umkhankaso wenziwe futhi ngokusekelwe kulokhu, kucatshangelwe ukuhlela izinjongo.
Ukubonakala
Kubhekwa njengendlela esizokwenza ngayo umkhiqizo ube nobukhona futhi ubonwe ukugcwala kwewebhu okukhulu. Ngalokho, umlayezo kufanele wenziwe lapho ukunaka komsebenzisi kubizwa khona, ngenxa yalesi sizathu ukusebenzisana kwezinto ezihlukahlukene, ubuciko kanye nokwangempela okuqukethe umlayezo kuvumela lowo msebenzisi ukuthi awuthumele kwabanye abasebenzisi.
Idizayini nokudalwa kokuqukethwe kufanele kube lula ukukuqonda, kubonise umkhiqizo noma isevisi kusetshenziswa amathuluzi okukhangisa angcono kakhulu, njengezithombe, amavidiyo, iziqubulo nakho konke okudingekayo ukuze kusize ukuheha ukunaka kwekhasimende; lokhu okuqukethwe kumele kuhlobane nesidingo kanye nentshisekelo kanye nezithameli ezithile.
Ukuthwebula amakhasimende amasha
Ngalolu hlobo lwesu ungathola amakhasimende angaba khona, ngokuhamba kwesikhathi azoba qotho kumkhiqizo. Umkhankaso kumele uqondiswe kulabo basebenzisi abafisa ukwazi futhi abadinga ukuphatha noma ukusebenzisa lokho okunikezwayo, okukhuthazwa ukubhekwa kwakho futhi umlayezo kufanele ukhange kakhulu.
Gcina umkhiqizo kuwebhu
Kwenziwa ngezinqubo ezithile ezifuna ukwazi ukuthi umkhiqizo ubaluleke kangakanani kubasebenzisi, ngokufanayo umkhankaso ugxile ezicini ezingahlala ngokuhamba kwesikhathi, umqondo uwukuhlunga okuqukethwe okungabalulekile kuphela ngesikhathi sokunyuswa kodwa. njengoba isikhathi sihamba.
Khetha amakhasimende
Ukumaketha kwedijithali kubizwa ngokuthi ukuhlukaniswa komsebenzisi, kuhlanganisa ukusungula ubudlelwano besidingo eqenjini elithile labasebenzisi abanesidingo sokuthola umkhiqizo onikezwayo. Ngalo mqondo, abathengi bakhethwa ngamasu okusesha ngokusebenzisa izinjini ezikhona.
I-Google iyithuluzi elihle kakhulu lokunquma okuhlosiwe kwamaklayenti adingekayo. Ngenxa yalesi sizathu, kubalulekile ukucabangela izici ezinjengobudala, amandla okuthenga, indawo yemvelaphi, phakathi kwezinye izici; Ukuhlukaniswa okusebenzayo kukuvumela ukuthi uqoqe ulwazi olumayelana namakhasimende anezidingo ezihlobene nomkhiqizo, kanye nabathengi bakusasa abangase badinge umkhiqizo noma kunini.
Uma sikhetha amaklayenti athile sidala umthengi wabasebenzisi abazohlala bethembekile kumkhiqizo isikhathi eside. Uma ziqoqwe ngokuvumelana nezici zazo ezithile, asicabangi nje kuphela ukwanda kokuthengisa, kodwa futhi nokwazi ulwazi olubaluleke kakhulu olutholakala koxhumana nabo be-imeyili.
Amasu okuthengisa ahlukene kakhulu, kusixhumanisi esilandelayo inqubo yokuthengisa ungajabulela ezinye izinketho zokumaketha nge-imeyili
Okuqukethwe Okudingekayo
Kuyathakazelisa ngeklayenti ukwazisa okuqukethwe lapho kunezici ezinohlobo oluthile lokuqukethwe oluhlobene nesidingo salo. Ukunikeza ukuhambisana kwalolu hlobo lolwazi lokukhangisa kusiza kakhulu ukwazi mayelana nama-imeyili adingekayo othile.
Ukuze uthole ngempela indlela yokwenza ukumaketha kwe-imeyili, kubalulekile ukugxila kumakhasimende, okuqukethwe kufanele kube nobungane kanye nemizwelo, ngokuthinta izici ezihlobene nemizwa nemizwelo, zifinyelelwa ngendlela esheshayo futhi ngale ndlela impumelelo itholakala. okuhlosiwe ngokuyimpumelelo.
I-imeyili kufanele iqonde umlayezo ozolile nokhuthazayo, lapho uhloselwe khona ukuheha iklayenti ngokusekelwe kokuqukethwe elikutholayo. Kuhle ukuthi uqonde ngqo kubo futhi nakuba amasu afana nemilayezo engaphansi noma ukuthengisa ngokomzwelo kungasetshenziswa, kubalulekile ngaso sonke isikhathi ukucabangela uhlobo olusobala lolwazi olunikeziwe.
Njengesibonelo semilayezo engafinyelela amakhasimende, sine, ngokwesibonelo, ukuthunyelwa kwama-imeyili avamile angavamisile ubumfihlo; umqondo uwukudala okulindelekile ukudala umkhankaso wokukhangisa esikhathini esizayo. Esinye isici okufanele sicatshangelwe ukuzama ukuphendula ngokushesha ezimpendulweni ezixhumene nokumaketha nge-imeyili.
Ngakolunye uhlangothi, kufanele uzame ukwenza umuntu ocela ulwazi aneliseke kakhulu, ngalokhu kuxhumana kuyakhuthazwa futhi izindlela zobudlelwano zicushiwe nomkhiqizo. Kodwa-ke, elinye ithuluzi lingasetshenziswa elikuvumela ukuthi uthumele okuqukethwe okudingekayo, okungagadwa ngakho nge-Web Analytics.
Amathuluzi asiza ukwazisa, ngemibiko emincane, okuqukethwe okuhlaba umxhwele kakhulu. Baphinde banikeze ulwazi oluhlobene nesimo sekhasi lewebhu ofuna ukulihlaziya futhi wazi ithrafikhi yewebhu ehlobene nesihloko nokuthi ulwazi luya kuphi.
Donsela ukunaka
Kunoma yimuphi umxhumanisi wokumaketha, kubaluleke kakhulu ukudala isihloko esingenakuvinjelwa somsebenzisi, lokhu kuvumela iklayenti ukuthi liphinde lenze isenzo esisheshayo, ukuze kuthi lapho lithola i-imeyili, liqhubeke nokulivula futhi lingayisusi. Kufanele ube usuthumela umlayezo obekwe kumagama esihloko nasemishwaneni engeqi ezinhlamvini ezingama-40 futhi ungabi mude kakhulu, ngokufanayo nesiqubulo noma umyalezo akumele ulayishwe ngokucabangela, ukuze ungathathwa njengogaxekile.
Isicelo sokunakwa kumlayezo sifinyelelwa uma "Isihloko" senziwe umuntu siqu, lapho umamukeli womlayezo ebizwa khona ngokuqondile ukuze afunde okuqukethwe kwawo. Umlayezo oshiwo kumelwe ube mfushane futhi unembe ngaphandle kwamagama amaningi kangaka nokuqukethwe okufundisayo okwengeziwe, kugqame ebhokisini lokungenayo.
Esinye isici okufanele sicatshangelwe uhlobo lwamagama okufanele asetshenziswe. Kubalulekile ukuthi akumele kube khona ukweqisa kokukhangisa ngamagama agcwele okuqukethwe kwezentengiso, njengokuthi "sinomnikelo", "Chofoza lapha", "Mahhala", "ukukhangisa" njll. Kumelwe iphathe ulwazi oluyisisekelo nolunembayo, lapho umsebenzisi angakwazi ukugaya kalula ulwazi ngaphandle kokucabanga ukuthi okuqukethwe kuyisikhangiso sokuthengisa.
Kuhle futhi ukubuza imibuzo ehambisana nokunikezwayo, lokhu kusiza ukuthi umamukeli eseduze ukuze uma ekuphendula, ukwazi ukunikeza impendulo elula ngokusekelwe kulokho akubuzayo.
ukubaluleka kokuklama
Isici esibaluleke kakhulu simelwe ukuklama, ngoba kuvumela ukugqamisa ikhwalithi yomkhankaso futhi kubonise ikhwalithi yomkhiqizo. Idizayini ngayinye kufanele ihlobane nohlobo lokukhangisa okwenziwayo, ukuze inkolelo kulesi sici ibaluleke kakhulu, ukusetshenziswa kwemibala eyahlukahlukene, izithombe ezigqamayo, imidwebo nokuqukethwe okuhlukahlukene kusivumela ukuba sazise ukubaluleka komkhiqizo.
gqamisa isenzo
Kuyithuluzi lokumaketha elithola igama ngesiNgisi elithi «Call To Action», lenziwa ngenhloso yokukhangisa kumamukeli, uhlobo lwesenzo olumholela ekutheni azi konke okuhlobene nomkhiqizo. Kuyindlela enhle yokufaka kubasebenzisi umcabango wangaphambilini mayelana nomkhiqizo; isenzo senza kube nokwenzeka ukubona kusengaphambili ukuthi iklayenti lingakhetha ukwazisa okunikezwayo.
Inqubo kumele ivumele ngaso sonke isikhathi ukugcina umsebenzisi elalele ukukhangisa, umlayezo we-imeyili kufanele wenziwe ngezinto ezibalulekile ezingafuni ukuphazamiseka kodwa ngokuphambene nalokho, zigqugquzele futhi zidonse ukunaka ukuze zibonise ukuthi umsebenzisi udinga ini ngempela, okuyiyo. umgomo wokugcina wesu.
Ukuphathwa kwemiphumela
Kubalulekile ukwazi ukuthi isu lizokhokha kanjani. Ngalokho kubalulekile ukucabangela lokho okubizwa ngokuthi izilinganiso noma amamethrikhi ngesenzo ngasinye; Amathuluzi asiza ukwazi ukuthi obani nokuthi yibaphi abasebenzisi abebenentshisekelo kumkhiqizo noma emkhankasweni.
Emhlabeni we-inthanethi kunezinhlelo zokusebenza ezihlukahlukene ezingasiza ukuqapha lezi zenzo, kodwa njalo ngokusekelwe ekwazini ukuthi inhloso yomkhankaso iyini ngempela, kanye nokucabangela ukuthi yibaphi abasebenzisi abathanda ngempela umkhiqizo, amathuluzi asetshenziswa kakhulu yilawo vumela phakathi kwezinye izinto ukwazi lokhu okulandelayo:
Ivolumu kanye nezinga lokukhula lohlu lwabasebenzisi isilinganiso esisivumela ukuthi sibonge ukuthi isizindalwazi siqhuba kanjani ngokwezenzo, ngemva kokwenza ukuthi ukumaketha nge-imeyili kwenziwa kanjani.
Izinga lokungasebenzi lohlu liyimethrikhi esiza ukucacisa ubuqotho besizindalwazi, kuyo ungabona ukuthi yibaphi abasebenzisi abasebenzayo ngezikhathi ezithile nokuthi yibaphi abalahle amarekhodi ethu. Umsebenzisi ongasebenzi noma ongathembekile ucatshangelwa uma ngesikhathi esithile iqembu elithile labasebenzisi lingavuli noma yiluphi uhlobo lwe-imeyili etholiwe.
Izinga nezinga lokuvulwa kwama-imeyili, kuyindlela yokulinganisa inani labantu abavule umlayezo, ihlukaniswe ngenani labasebenzisi abawutholile ngempela, lokhu kuvumela ukwazi izinga lokuchofoza, elibonisa ngendlela elula necacile ngamagrafu athile, ukuqhathanisa ukuthi mangaki ama-imeyili avuliwe ngokusekelwe kuma-imeyili athunyelwe futhi awamukelwe. Amaphesenti ama-imeyili avuliwe uma kuqhathaniswa nenani lama-imeyili athunyelwe ayafunwa.
Ukukhangisa nokukhangisa komkhiqizo noma umkhiqizo kunqunywa izinqubo ezihlukahlukene, yazi enye yazo ngokufunda isihloko esilandelayo. Ungakhangisa kanjani? , lapho kuchazwa izici ezibalulekile ezihlobene nalesi sihloko.
Izincomo
Sebenzisa amathuluzi athembekile ukwenza umkhankaso onjalo. Ngendlela efanayo, ungakha i-akhawunti ehlukile kuleyo exhunywe enkampanini, umkhiqizo noma umkhiqizo, ungaxhumi i-akhawunti yakho ye-imeyili yomuntu siqu ne-akhawunti yebhizinisi, nakuba ungakwazi ukuthutha abasebenzisi futhi wenze isegimenti ukuze wazi. ubani ozoqondisa kuye ukuxhumana. ungacindezeli ngemiyalezo eqeda amandla, sebenzisa amasu okubulala igciwane ngokusekelwe ekubekeni umkhiqizo.
Idatha yentshisekelo
Emhlabeni wokukhangisa kwedijithali, ukumaketha nge-imeyili kumelela elinye lamasu abaluleke kakhulu akhona, ukuze kuhehe amakhasimende futhi uthole indlela yokufinyelela abathengi abathile bamakhasimende. Okulandelayo sizokhombisa izibalo ezinquma lokho kubaluleka.
Isibonelo, ngokusho kokuhlaziywa kwe-Mailing (Ukuthumela imiyalezo ezenzakalelayo nokuhlaziywa kwe-imeyili), okwenziwa yizinkampani ezikhethekile, kubhekwa ukuthi indlela yokwenza ukumaketha nge-imeyili inamandla amakhulu nokusebenza kahle kunokusetshenziswa kokukhangisa ku-Facebook ne-Facebook platforms. I-Twitter, okumanje ithathwa njengezinkundla zokuxhumana ezibaluleke kakhulu.
Le nkampani inikeza umbiko lapho ichaza, phakathi kwezinye izinto, izibalo ezihlobene nakho konke ukuchofoza okutholwe ukukhangisa kwe-Facebook ne-Twitter, ndawonye abakwazi ukudlula inani elenzeka ngokuchofoza noma ukwamukela imilayezo eyenziwe ngokumaketha nge-imeyili.
Kuphinde kukholakala ukuthi kuyindlela yokwenza imali enembuyiselo ephezulu kakhulu esekelwe ekutshalweni kwezimali. Ngamagama ambalwa sinalokhu okulandelayo: Kuwo wonke amadola atshalwe ekukhangiseni, imbuyiselo etholiwe ilandelana ka-$40 USD, okungukuthi, lesi sibalo sibonisa isilinganiso lapho ukutshalwa kwezimali kunenzuzo enkulu kulabo abasebenzisa leli thuluzi.
Kodwa okubaluleke kakhulu kukho konke lokhu ukuthi inkambiso kule minyaka emithathu edlule ibikhula kancane kancane, okwenza leli qhinga libe ngelihamba phambili ku-Ecommerce yedijithali. Eminye imininingwane ikhombisa ukuthi ezinkampanini eziyi-10, eziyi-8 zisebenzisa le nqubo ukuze zikhangise imikhiqizo yazo futhi zihehe amakhasimende amasha.
Ngakolunye uhlangothi, ngaphezu kwe-30% yezinkampani zedijithali zisebenzisa ukumaketha nge-imeyili njengethuluzi labo eliyinhloko lokuthengisa ukukhangisa imikhiqizo yazo. Ngokufanayo, kukhona ivolumu yezinkampani ezingezona ezedijithali ezikhuthaza izinsizakalo zazo ngokusebenzisa amapulatifomu asekelwe kuphela ku-imeyili, ngaphandle kwesidingo sewebhusayithi.
Inhlolovo yakamuva, ngokusho kohlobo olufanayo lokuhlaziya, inikeza izibalo ezibalulekile, i-30% yabasebenzisi be-imeyili abanezinkampani zokumaketha kwedijithali, cabangela leli su njengelenza kahle kakhulu nelilula ukulikala. Ngokufanayo, ukubuka nokuvula okuqukethwe kuhlelo luka-40%, okusho ukuthi kubasebenzisi abayi-100 abathola i-imeyili ehlobene nokunyuswa, abangu-40 bavame ukuyivula.
Ukuphawula kokugcina
Kukholakala ukuthi indlela indlela yokwenza i-imeyili marketing, kusivumela ukuthi sikubheke njengelinye ithuluzi kodwa elibaluleke kakhulu kanye namanye amasu ethulwa emakethe yedijithali, siphinde sicabange ukuthi ayikho inkampani okufanele ilinganisele umkhankaso wayo endaweni eyodwa noma imane ilindele ukuma kwe-SEO ukwenza umsebenzi.
Ukumaketha nge-imeyili kuyisici esingeziwe esingasiza ukondla amanye amasu, kunikeze umnikelo wakho eqenjini lemikhankaso ehlobene nokukhangisa. Sikholelwa futhi ukuthi kuyinqubo lapho amakhasimende enenketho yokuyamukela noma avele ayishiye eceleni, njengoba ingamele noma iyiphi ingozi.
Izinketho zokwenza indlela yokwenza ukumaketha nge-imeyili zihlukahlukene kakhulu, impumelelo yayo incike kakhulu kokuqukethwe kanye nendlela umlayezo othunyelwa ngayo, ngalokho sikumema futhi ukuthi ubuyekeze izincomo ezichazwe kulesi sihloko , ukuze ukwenza iphromoshini enhle.
