Ukumaketha kwezimboni, funda amasu akho lapha!

La ukumaketha kwemboniuwuhlobo lwebhizinisi nokuxhumana olubandakanya ngqo izinkampani ezimbili, kulesi sihloko sizokukhombisa ukuthi lusebenza kanjani.

ukumaketha kwemboni

Imakethe phakathi kwezinkampani ezingeni lezimboni iqukethe inqubo lapho izinkampani ezimbili zisungula khona ukuxhumana nebhizinisi ngamasu athile aklanyelwe leyo njongo ngokukhethekile. Imele izixazululo ezisheshayo ezifuna ukusungula ubudlelwano bezentengiselwano phakathi kwezinkampani ezimbili, lapho inyunyana phakathi kwezinhlangano zombili ihlanganiswa.

Lezi zinkampani azigxili kubathengi bokugcina kodwa zigxila kwezinye izinkampani ezenza imisebenzi yokuthengisa, ukukhuphula kanye nokumaketha. Ngendlela efanayo, ubudlelwano buyakhiwa lapho enye yezinkampani inikela ngephesenti eliphezulu lokukhiqizwa kwayo ekunikezeni imikhiqizo namasevisi kwenye inkampani.

Ukuze ufunde kabanzi ngalolu hlobo lwesu, sikumema ukuthi ufunde isihloko Izibonelo Zokumaketha Okuqukethwe lapho okuqukethwe okuhlobene kuchazwa ngokuningiliziwe.

Indlela yokwenza isu elinjalo?

Emazweni aseYurophu nase-United States lolu hlobo lwenqubo lubizwa nge-B2B (Business to Business). Okwenziwa kubhekwe amakhasimende angaba khona angathola imishini ethile, imikhiqizo kanye nemishini; Lolu hlelo lubandakanya ukuhlonza izinkampani ezixhumene nemikhiqizo ekhiqizwayo.

Ukusetshenziswa kwamasu okuthengisa

Ucwaningo lwemakethe luye lwenziwa lapho izinkampani ezingase zithembele ekutholweni kwemikhiqizo ehlinzekwa enye inkampani zitholakala ngamasegimenti. Ngokulandelayo, abathengi babonakala ngokubahlobanisa nomkhiqizo abafisa ukuwunikeza.

Amaklayenti ahlukahlukene avela lapho okuthengiswayo kuzonikezwa khona ngokusebenzisa amasu okuthengisa. Inqubo yokumaketha yezimboni iqala, lapho umkhankaso ulungiselwe ukukhuthaza nokusungula ibhizinisi, kule ngxenye ochwepheshe bezokumaketha bedijithali bayangena.

Amathuluzi afana ne-Google AdWords abe esesetshenziselwa ukufuna ukwanda kwethrafikhi yewebhu, okuyizithameli ezivame kakhulu nezingashintshi, ezitholwa ngaphandle kwesidingo sokukhokhela indawo ye-SEM. Kusu lokumaketha kwezimboni, izinsiza kanye nabasebenzi kutshalwa ukuze kudonswe ukunaka kwamakhasimende angaba khona atholakala kunethiwekhi.

Amakhasimende

Ngokusetshenziswa kwethuluzi elibizwa nge-inbound marketing, kuyenzeka ukuthola inani lemikhiqizo ukuze wethule ngendlela emangalisa kakhulu eqenjini lamaklayenti athile adinga okokusebenza kanye nokuthengiswayo kwezimboni. Umkhankaso wenziwa ngendlela efanayo njengoba wenziwa ekubekweni kwemikhiqizo yohwebo.

Amaklayenti okuqala afika ngokuvakashela ikhasi kanye nezinkundla ezifanele, lapho abaxhumanisi abakhuthaza umkhiqizo beqala ukusebenza futhi ukuthengisa kokuqala kuhlanganiswe. Kamuva, ubudlelwano phakathi kwalezi zinkampani zombili buyenziwa ukuze kutholakale ukuhlanganiswa kwenqubo yokumaketha kwezimboni.

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Amabhizinisi ahlobene nalolu hlobo lwezinqubo ahluke ngokuphelele ebuhlotsheni bezentengiselwano phakathi komkhiqizi nomthengi. Kulokhu, kungukuxoxisana nokuxhumana phakathi kwezinkampani ezimbili, umkhiqizi wemishini yokufaka ngisho nokusatshalaliswa kwezinto ezingavuthiwe, kanti enye enesibopho sokuyisebenzisela ukudayiswa kwezinsizakalo zayo kanye nemikhiqizo yokugcina.

Inqubo yenziwa ngenxa yesu lokumaketha elibalulekile ukuthuthukisa nokuhlela ibhizinisi ngokucophelela okukhulu, kufunwa ukusungula amabhondi ahlala isikhathi eside. Futhi ayingxenye yelinye lamathuluzi okuthengisa edijithali.

Izinzuzo

Lolu hlobo lwesu lungaphezu kwebhizinisi, luthathwa njengendlela yenkampani yokusungula ubudlelwano bokuthengisa, ngendlela yokuthi lusetshenziselwe ukwenza izinhlelo zamasu ezinkulu, ukuhlanganisa amaphrojekthi lapho izinkampani ezinkulu nezimboni zibandakanyeka.

Le phrojekthi ihloselwe ezinkampanini hhayi kubantu, ngakho-ke izinqubo zokuphatha nezokuhlela kufanele zisetshenziswe, izici ezihlobene nokuhlelwa kwezindlela kanye nokusetshenziswa kwezinqubo zokuthengisa ngobuningi nazo ziyabhekwa. Esinye isici esibalulekile sokumaketha kwezimboni esiza ukuthola amakhasimende angaba khona futhi sihlanganise izethameli ezihlukile, ezifuna uhlobo lwezimboni olubavumela ukuthi benze izinhlelo zabo zesikhathi eside namaphrojekthi.

Ngale ndlela, babheka izindlela eziqondile kanye nezici ezithile, okuholela ekusungulweni kokusetshenziswa komkhiqizo, okuklanyelwe uhlelo lokusebenza. Iphinde ihloniphe izinzuzo enye inkampani ezoba nazo ngemva kokuthola umkhiqizo, imaka umehluko phakathi kokwangaphambili nangemuva, isu livumela ukuthola izethameli ezithile, lapho amaklayenti esikhathi esizayo, anqunywa njengezinkampani noma amafemu, aqonde ngempela. kungani uphakela umkhiqizo onikeziwe.

Ukuze ukwandise ulwazi olunikezwe kulesi sihloko, sikumema ukuthi uchofoze isixhumanisi esilandelayo Ukukhangisa ngamandla  lapho ungakwazi ukwengeza lolu lwazi.

Kungani kubalulekile ukukwenza?

Namuhla ukuba khona ku-inthanethi kubalulekile ezinkampanini ezinkulu ezinesibopho sokukhiqiza imikhiqizo yemboni, kukholelwa futhi ukuthi kuyindlela yokufeza nokuzivumelanisa namasu amasha okuxoxisana. Kodwa ukumaketha kwezimboni kuyindlela ebanzi efuna amakhasimende angewona awendabuko kuwebhu.

Leli su libuye libizwe nge-industrial marketing, futhi njengoba sazi ukuthi lisetshenziswa kuphela uma inkampani ibheka enye ukuze inikeze ngemikhiqizo yayo, bese ifuna ukugcina izinga layo lesevisi nokukhiqiza, njengoba kungase kube njalo.

Ukubaluleka kwe- ukumaketha kwezimboni ukuthi ijwayelana nendlela ehluke ngokuphelele kuleyo esetshenziswa amabhizinisi ohlobo lwe-B2C (amabhizinisi abathengi), ngokombono wedijithali kusetshenziswa izinkundla zewebhu. Ngakho inqubo ngayinye yokuthengisa kuleli zinga yinde futhi ihlukile.

Imikhiqizo okuxoxiswene ngayo ithola impatho ehlukile emikhiqizweni yendabuko, imibandela inenhloso eyengeziwe futhi amabhrendi anikela ngesikhathi kanye nezinsiza ekuchazeni izinto eziqondile nemishini. Esinye isici esibalulekile ukuthi ibhizinisi nokuxhumana kwenziwa kuphela ngochwepheshe ezindaweni ezihlukahlukene.

Zombili izinkampani zixoxisana ngezinkontileka, ngemuva kokwenza uphenyo olunzulu lwenkampani ngayinye ethintekayo. Endabeni yenkampani ekhiqizayo, iqinisekisa iphrofayili kanye nesimo senkampani ethengayo ngamasu okumaketha.

Lokhu, ngokuphambene nalokho, kwenza ukuhlaziya okuphelele ohlelweni lokuthi imikhiqizo ofuna ukuyithenga yenziwa kanjani. Ngakho-ke kuba inqubo ethatha izinyanga nezinsuku ezimbalwa ukuze kuvunywe, futhi nakuba kubonakala sengathi kuyasolisa, kuvela okuphambene nalokho abaningi abakucabangayo; Ngemva kokwenza ukuxoxisana kokuqala kanye nokuphasisa inqubo yokumaketha kwezimboni, ukuthembana kukhiqizwa phakathi kwezinkampani zombili.

Funda kabanzi mayelana namasu ahlobene naleli thuluzi ngokufunda isihloko izinjongo zokumaketha, lapho kuchazwa izici ezihlobene.

Umehluko ngokumaketha kwabathengi

Womabili amasu anezimiso ezifanayo kakhulu, nokho kukhona izici ezithile eziwuphawu lwemakethe yezimboni. Ubudlelwano phakathi kwamaklayenti buhluke ngokuphelele, ibhizinisi liyahamba kancane, ubudlelwano buthembeke kakhulu, nokho sichaza kabanzi ngokunye umehluko othize:

• Abathengi ababaningi kangako noma abatholakala kalula.
• Inani labathengi ligxilwe ezimweni eziningi, ngenani lokuthengwayo emkhakheni.
• Ubudlelwano phakathi kwabathengi nabathengisi buhlala iminyaka, ngokungafani nobudlelwano phakathi kokuthengwa kwezentengiso, lapho buhlala khona izinyanga ezimbalwa ngisho namahora.
• Asikho isidingo esifanayo, siyaguquguquka kodwa sithembekile, ukuze izinkampani zinikeze ngemikhiqizo yazo ezimakethe zezimboni ukuze zibe nomthelela omncane ekuthengeni kokugcina kwemikhiqizo yazo.
• Abahwebi kumele basebenzise amasu ahlukene kunalawo enziwa ezimakethe zohlobo lwe-B2C.
• Amanani ahluka kancane kakhulu, ukuthengisa kuhlale kuqinisekisiwe ngakho-ke umkhiqizo awuhlukani ngentengo njengoba kwenzeka ngemikhiqizo yokuthengisa.
• Ngesikhathi sobudlelwano ohlelweni lokumaketha ezimbonini, izinqubo zokuthenga zenziwa ngabantu abangaphezu koyedwa, okumele, njengoba sishilo ngaphambili, kumele kwenziwe ngochwepheshe ezindaweni ezahlukahlukene.

Uhlelo lokusebenza olungenayo

Le nqubo iwuhlobo lwesu eliyingxenye yokumaketha kwedijithali, okucabangela izinto ezithakaselwayo nezimfuneko. Ithuthukiswa ngokusebenzisa ukuqaliswa kokuqukethwe kokufundisa ukufuna iminikelo yenani, esimweni sokumaketha kwezimboni, isetshenziselwa ukufuna inyunyana yebhizinisi phakathi kwezinkampani ezimbili.

I-Inbound ivumela abasebenzisi kanye namakhasimende angaba khona ukuthi bathole abakufunayo kuwebhu. Ngakho-ke, kuyintshisekelo enkulu ezinkampanini zezimboni ukukusungula njengendlela enhle yokushintshana ngamathuluzi okuthengisa ezimbonini, ezivumela ukuthi zinikeze ukuhlukahluka kokuqukethwe okusebenza njengolwazi olubalulekile kulabo abanentshisekelo.

Phakathi kwezinzuzo zokusebenzisa ukumaketha kwangaphakathi ukwanda kwe-web traffic kuphothali yezinkampani, ukukhula kwamathuba okuthengisa nawokukhushulwa, ukubekwa kwegama lezimboni, ibhalansi kumayunithi ezentengiselwano nezimboni. Nokho, isu libaluleka kakhulu uma lihlanganiswa nezinto zokubeka indawo.

Izinhlobo zensiza

Ukumaketha kwezimboni kugxile ekuthuthukisweni kwemikhiqizo, imishini kanye nezimpahla ngokwezidingo zamakhasimende. Ukukhiqizwa kwayo kanye nokuthuthukiswa kwemisebenzi ekhiqizayo endaweni ngayinye kuhluke ngokuphelele ezinqubweni ezenziwa ezinkampanini zesevisi kanye nemikhiqizo emikhulu.

Ngalesi sizathu, igxilisa amasu ayo ekunikezeni nasekugqamiseni imininingwane yobuchwepheshe yomkhiqizo maqondana nokudayiswa kwawo, okungukuthi, iqondisa umkhankaso wayo eqenjini lamaklayenti ohlobo lwebhizinisi adinga ukumaketha imikhiqizo yawo ngemikhiqizo esezingeni lapho kungakha kubathengi ukuphepha kokusetshenziswa kwabo.

Ngalo mqondo, abathengi bafuna kakhulu mayelana nekhwalithi, ukucaciswa kobuchwepheshe, ukumelana kwezinto, phakathi kwezinye izinketho, futhi bacela ulwazi oluhlobene nezibalo, amagrafu, imidwebo; ngale ndlela qonda futhi wazi yonke into ehlobene nomkhiqizo ofuna ukuwuthenga.

Ukumaketha kwezimboni-ke kuqondwa njengenqubo lapho kunganikezi kuphela futhi kubeke uphawu, kodwa futhi kugcina isiqondiso, ukubonisana, izinsiza kanye nezinsiza zokunakekelwa kwemishini yekhasimende layo; nokho, kuye ngohlobo lomkhiqizo, inganikeza lezi zinsizakalo ezilandelayo:

• Nikeza izingxenye ezisele kanye nezinsizakalo zobuchwepheshe.
• Iseluleko sangemuva kokuthengisa.
• Ukutholakala kochwepheshe nochwepheshe.
• Ukufakwa nokugcinwa.
• Iziqinisekiso nokuphepha.
• Amabhukwana kanye nezincwadi zokusebenza.
• Omagazini bomkhiqizo namakhathalogi.
• Ukufakwa kokuphromotha ekushicilelweni kochwepheshe kanye namamagazini ahlobene nenkambu.
• Imicimbi nezinsuku zokuqeqesha zabasebenzi bezobuchwepheshe benkampani ethengayo.
• Izingxoxo zebhizinisi ezihlobene nomkhiqizo womkhiqizo.

Izibonelo ezithile

Ngemva kokwazi ukuthi ukumaketha kwezimboni kusebenza kanjani, ufuna ukwazi ukuthi lolu hlobo lwebhizinisi luthinta noma luzuzisa kanjani izakhamuzi ezivamile. Izibonelo ezimbalwa zingathathwa ngalokhu okulandelayo: uma usomabhizinisi enamabhikawozi amaningana futhi enabahlinzeki abahlukahlukene abamnikezayo, ngaphandle kwempahla eluhlaza (ufulawa), imikhiqizo ehlukahlukene efana neziphuzo ezibandayo, amajusi, izibiliboco, njll.

Umnikazi webhizinisi wenza isinqumo sokuthola imikhiqizo ayibheka njengeyekhwalithi ephezulu kakhulu nokwethenjwa kumakhasimende akhe. Ukumaketha kwezimboni kuyaqala lapho iklayenti linquma ukucabangela ukuthi yimuphi umkhiqizo olifanele kakhulu ibhizinisi lalo, esinye isibonelo singaba yilesi esilandelayo:

Umuntu unenkampani ekhiqiza amashalofu ezitolo nezimboni, okuwuhlobo lomkhiqizo osindayo futhi akulula kakhulu ukuwuhambisa. Ngakho-ke, kufanele ibe nomshini othile oyivumelayo ukuthi ithuthelwe emashedeni noma ezindlini zokugcina impahla, ngoba kufanele inkontileka noma ithole imishini yokuphakamisa noma okhreyini abancane, bese isungula inkontileka yokuqashisa nenye inkampani.

Isifingqo

Ubudlelwano bokuthenga obusungulwe phakathi kwezinhlangothi lapho kucaciswa isu lokumaketha kwezimboni kuvumela ukuxhumana okuqondile ngaphandle kwabaxhumanisi ukuthi kucatshangelwe. Izinkontileka zenziwa isikhathi eside lapho ukwethembana kungenye yezindlela ezisiza ngayo ukukhuthaza nokusungula ubudlelwano obuhlala njalo.

Lapho imigudu yokuxoxisana nezokuxhumana ifinyezwa, kungase kusungulwe ukusebenzelana okuhlangene ukuze kufuneke ukuxoxisana phakathi kwalezi zinhlangano ezimbili. Amasu okukhangisa ekukhangiseni kwezimboni ahilela ukukhushulwa okuhluke kakhulu kunokumaketha kwedijithali, okufana nemibukiso, imibukiso yezohwebo nokubamba iqhaza emicimbini yezinkampani.

Siyabona-ke ukuthi akuhlosiwe emphakathini ojwayelekile, kodwa kuxhumene ngqo nezinkampani eziphethe futhi zicubungule eminye imikhiqizo. Ngakho-ke kuwuhlobo oluthile lokumaketha oluyinkimbinkimbi, lapho imithetho yokukhushulwa kufanele icace, akufanele idideke noma ihlanganiswe namasu okuthengisa emikhiqizo esetshenziswa kakhulu noma imikhiqizo evamile yokuthengisa.