Ingabe usebenzisa amanethiwekhi omphakathi njengengxenye yakho isu lokukhangisa online ? thenga ukubukwa kwe-YouTube Ngabe unayo i-ecommerce yokuthengisa imikhiqizo yakho (noma amasevisi) ku-inthanethi? Uma impendulo kuyo yomibili le mibuzo inguyebo, awukwazi ukuphuthelwa enye yezindlela ezinhle zedijithali zango-2018: ezentengiso yenhlalo.
Social amanethiwekhi futhi ukuthengisa oku-inthanethi sekuneminyaka kukhona futhi kwamukelwa kabanzi, kepha kusekhona imikhiqizo eminingi ehlanganisa womabili amathuluzi kahle. Labo abanokuningi abangakuzuza, ngakho-ke ake sibheke ukuthi yini ngempela ezentengiselwano yezenhlalo, ukuthi inganikela ini kumkhiqizo wakho nokuthi yimaphi amanethiwekhi “aphezulu” ukuze iqhubeke.
Kuyini ukuhweba kwezenhlalo?
The ezentengiso yenhlalo ukusebenzisa izici zokuxhumana nabantu njengokuxhumana nabantu, ubufakazi bezenhlalo kanye neminikelo evela kubasebenzisi ukuvula iziteshi ezintsha zokuthengisa nokwenza ngcono isipiliyoni samakhasimende aku-inthanethi. Ekuboneni kuqala, singacabanga ukuthi kumane nje “kuthengiswe ezinkundleni zokuxhumana” futhi, yize singeke sibe nesizathu, iqiniso ukuthi kukhona okuningi kakhulu.
Kwabathengisi, ezentengiselwano yezenhlalo yindlela yokukhiqiza ama-synergies futhi nokuguqula umbono onamasu esiwushintshe sobabili ukuthengisa online njenge r ama-edes omphakathi .
Lapho ubhekene nokuthengiswa kwe-inthanethi, lo mkhuba uhilela ukuvula iziteshi ezintsha nokwenza umjikelezo wokuthenga uguquke. Ku-ecommerce “yendabuko”, umsebenzisi ufike ngokufuna okusebenzayo komkhiqizo noma ngokukhangisa kwedijithali (izikhangiso zenhlalo, izikhangiso zenjini yokusesha, ukubonisa…). Esikhundleni salokho, lapha ukuxhumana kwenzeka ngokusebenzisa ubudlelwane bezenhlalo phakathi kwabasebenzisi.
Ngokuphathelene nokuxhumana nabantu, abathengisi basebenzise iminyaka neminyaka bekusebenzisa njengesiteshi ukusabalalisa okuqukethwe kwethu futhi bakhiqize ukubonakala komkhiqizo nokuqwashisa, kepha sekuyisikhathi sokushintsha i-chip bese sibona ukuthi singazisebenzisa ukuzithengisa. Lokhu-ke kusisiza ukuba sazi kahle i-ROIthat esiyifezayo ngalesi siteshi, ngoba sizoba nokuxhumana okuqonde kakhulu phakathi kokutshalwa kwezimali kumanethiwekhi omphakathi kanye nokuthengisa.
Izibonelo zamasu wokuhweba kwezenhlalo
Kunezindlela eziningi zokufaka izinto zomphakathi kwezentengiselwano ye-elekthronikhi, futhi njengoba lokhu kungumkhuba wakamuva nje, silindele ukubona intuthuko eminingi entsha ngalokhu. Kuze kube manje, lezi ezinye zezibonelo zendlela ama-brand asebenzisa ngayo umphakathi ukukhulisa ukuthengisa kwawo.
Ukuthenga ngokusebenzisa amanethiwekhi omphakathi
Leli su lisuselwa ekusetshenzisweni okuhle kokuthambekela kokuthenga ukuthi abasebenzisi bangezwa uma besebenzisa inethiwekhi yokuxhumana nomphakathi, ukudala inqubo ethe xaxa yokuthenga ngakho-ke kunciphisa inani lokukhishwa.
Ngokuya ngenethiwekhi yokuxhumana nabantu esikuyo, sinezinsiza ezihlukile zokuxhumanisa i-ecommerce yethu; Esigabeni sokugcina salesi sihloko sizobona ezinye zazo ngokuningiliziwe. Ngokuvamile, ukuze leli qhinga lisebenze, kufanele sethule umkhiqizo endaweni enezimo eziqinisa amanani omkhiqizo nabasebenzisi futhi kudale inqubo yokuthenga icace futhi ilula ngangokunokwenzeka.
Ukuhlolwa komphakathi (ukuhlolwa komsebenzisi)
Leli qhinga lisebenzisa elinye lamaqhinga owaziwa kakhulu nawendawo yonke wokuthengisa i-psychology: ubufakazi bomphakathi, okungukuthi, ithonya elinemibono yabanye abantu kithi.
Ukubona amazwana avela kwabanye abasebenzisi ngomkhiqizo noma insizakalo kusenza sifanelane nabo futhi kukhiqize ukuzethemba okukhulu uma simane nje sifunda imilayezo yomkhiqizo.
Kunezindlela eziningi zokufaka ubufakazi bezenhlalo ezinhlelweni zethu zokuhweba zenhlalo, kodwa ngithanda ukugqamisa ukubaluleka kokuba nalesi simo engqondweni lapho ukuklama esitolo sethu online . Ngokwesibonelo:
- Shiya amazwana kumathebhu womkhiqizo ngamunye ovulekile, nomlayezo ukhuthaza abasebenzisi ukuthi babelane ngemizwa yabo.
- Ifaka uhlelo lokuhlola umkhiqizo ngamunye, ngokwesibonelo, "izinkanyezi ezinhlanu" ezejwayelekile, futhi ikwenze kubonakale kahle.
- Ivumela umkhiqizo ngamunye ukuthi wabelwe ngokuzimele kumanethiwekhi ahlukene womphakathi futhi ikhuthaza abasebenzisi ukuthi benze njalo ngokubeka izinkinobho zokwabelana zibonakale.
- Phromotha ukubuyekezwa kuGoogle noma kwamanye amawebhusayithi afaka phakathi izixhumanisi kusuka ekhasini lakho.
Ama-influencers nama-microinfluencers
Sekuyiminyaka, ama-brand abesebenzisa abasebenzisi abavelele kumanethiwekhi omphakathi noma "abathonya" ukukhuthaza imikhiqizo yabo. Njengoba kunikezwe ukuthi leli su lisizakala ngamanethiwekhi omphakathi kanye nobufakazi bezenhlalo (kuleli cala ngombono wosaziwayo noma ochwepheshe esihlokweni esinikeziwe), kulula ukubona ukuthi lingangena kanjani kwezohwebo lomphakathi.
Kodwa-ke, muva nje lo mkhuba "onomthelela" uye uhlupheke ngenxa yokunyuka kwawo kwamanani kanye nenkinga yawo yokwethembeka. Abanye osaziwayo kumanethiwekhi bakusebenzise kabi okuqukethwe okuxhasiwe futhi lokho kusho ukuthi abasabonwa ngendlela yangempela.
Ukuphendula, ukukhangisa nge ama-microinfluencers kuvela, okungukuthi, abasebenzisi abanenani elincane kakhulu labalandeli kodwa abanobuhlobo obusondelene kakhulu nabo. Imvamisa, zingoti noma abalandeli besihloko esithile. Njengoba bengakaqeqeshiwe ngendlela efanayo njengabathonya, bajabulela ukwethembeka okukhulu namanani entengo afanele kakhulu emikhiqizo. Vele, ngokubuyisela kuzofanele sizuze ukwethenjwa kwabo.
Izinzuzo ze-7 zokuhweba komphakathi kwezentengiso
Ngokusho kocwaningo lwakamuva olwenziwe yi-IAB Spain, akukho ngaphansi kwe-73% yabasebenzisi be-Intanethi abathengi abakwi-inthanethi futhi i-85% isebenzisa amanethiwekhi omphakathi, ngakho-ke kucishe kucace ukuthi ungathinta amakhasimende akho ezentengiso yenhlaloamasu.
Okomkhiqizo, okubandakanya amasu wokuthenga komphakathi ku-repertoire yethu kuveza izinzuzo eziningi:
- Ivumela ukukhulisa ithrafikhi esitolo se-inthanethi, iphesenti lokuguqulwa kanye nenani yemiyalo . Izikhathi lapho besicabanga ukuthi amanethiwekhi wokuxhumana nabantu asebenzela ukuxoxa kuphela sezihambile. Izibalo zikhombisa ukuthi abasebenzisi bazimisele ukusebenzisa lesi siteshi ukuthenga, ngakho-ke kungaba yiphutha ukungasisebenzisi.
- Ivumela ukwehluka amasu . Uyasazi isisho esidumile esithi “ungafaki wonke amaqanda akho kubhasikidi ofanayo”? Ngokuthengiswa kwe-inthanethi kwenzeka into efanayo: ukubheja yonke into esiteshini esisodwa kuyingozi kakhulu futhi kungaholela ekubeni usinike iqhubu. Ngokuhweba kwezenhlalo, singenza enye indlela yethrafikhi nokuguqulwa esitolo sethu esiku-inthanethi.
- Hlanganisa insizakalo yekhasimende . Isikhathi esithile manje, abasebenzisi basebenzise ukuxhumana nomphakathi njengesiteshi senkonzo yamakhasimende, befuna imikhiqizo yokuxazulula izinkinga zabo. Futhi uma sikuqhathanisa nezinye izindlela ezinjengezikhungo zezingcingo, iqiniso ukuthi kunengqondo kakhulu. Ngokuhweba kwezenhlalo singathatha isinyathelo sokuhlanganisa insizakalo yamakhasimende nokuthengisa.
- Kwakha ukuzethemba . Yize ukushiya iminyango eminingi ivulekele ukuphawula kungabonakala kuyingozi, iqiniso ukuthi kunikeza umbono omuhle kakhulu wokungafihli lutho. Ngokwemvelo, abathengi bathembela imikhiqizo enesibindi sokuziveza emibonweni yabasebenzisi. Futhi-ke, ukuba nazo kubanikeza isiqinisekiso sokuthi bangawethemba umkhiqizo.
- Ukuzibandakanya kukhiqiza isikhati eside . Ukuhwebelana kwezenhlalo akuyona nje kuphela indlela yokukhiqiza ukuthengisa ngokushesha, kepha ukuzibophezela kwesikhathi eside. Ekugcineni, sakha iqoqo lemibono namazwana ngomkhiqizo wethu azotholakala kubasebenzisi besikhathi esizayo futhi okuzokhulisa ukubonakala kwethu kancane kancane.
- Kusivumela ukuba sizihlukanise ngokwethu kusuka kulo mncintiswano . Noma kungenxa yokungazi noma ukwesaba imibono engemihle, iqiniso ngukuthi kusenezinhlobo ezimbalwa zemikhiqizo ezingaba nesibindi nezentengiselwano yezenhlalo, kepha kuyisu elifinyeleleka nakumabhizinisi amancane naphakathi. Ukubheja kuyo kuzosisiza senze umehluko ocacile futhi sixhumane kalula namakhasimende ethu afanelekile.
- Ngumbala omhlophe oluma umsila wawo . Izinkampani eziningi zenhlalo zenza imibono eminingi nokuxhumana okuzungezile, okuqinisa isithombe sabo senhlalo. Ngamafuphi, kungumjikelezo oqhubeka njalo thuthukisa ukubonakala nemiphumela ngamafuphi, aphakathi naphakathi.
Amanethiwekhi athandwa kakhulu ukwenza ukuhweba komphakathi
Ngalesi sikhathi, ungahle uzibuze ukuthi kungani inethiwekhi iqala ukusebenzisa isu lakho lezentengiselwano. Iqiniso ukuthi ayikho impendulo yendawo yonke, ngoba ekugcineni inethiwekhi ehamba phambili ilapho ilitshe lakho likhona. Kepha ukuze sikwazi ukukuqondisa, sizonikeza isibuyekezo kuzisetshenziswa eziyinhloko zokuthengisa lapho kubalwa khona amanethiwekhi amakhulu ezenhlalo wanamuhla.
I-Facebook mhlawumbe inethiwekhi elungiselelwe kunazo zonke ukusebenzisa amasu okuhweba kwezenhlalo, ngoba inezinketho eziningi zokuhlanganisa ukuhweba ngogesi ngaphakathi kwekhasi lakho labalandeli:
- Ukubonisa (Isitolo sangaphambili): Le nketho ibonisa uhlobo olungaguquguquki lomkhiqizo wakho, okungukuthi, ingadalula kahle njengekhathalogi noma ingaphambili lesitolo. Ukusuka lapho, singaqondisa ithrafikhi kuwebhusayithi yethu ukuze siqhubeke ngokujwayelekile ngenqubo yokuthenga.
- Isitolo : njengoba igama lalo liphakamisa, lokhu kusebenza kuyisitolo esiku-inthanethi esihlanganiswe ekhasini lethu labalandeli ngethebhu ekhethekile. Lapha singangeza imikhiqizo nolwazi oluhlobene, khetha i-yokusungula, ukuxhumana namakhasimende, ukuthola izincomo nokuxhumana nezibalo. Imikhiqizo yase-US nayo ingathengisa futhi iphathe ama-oda ngqo kusuka ekhasini, kufaka phakathi ukukhanselwa nokubuyiselwa kwemali.
- Isitolo se-Smart (Isitolo se-Smart Facebook): Izinhlelo zokusebenza zesitolo esihlakaniphile ziyisinyathelo esiqhubekayo, njengoba zithuthukisa ulwazi lomsebenzisi. Imikhiqizo esitolo ikhonjiswa kubasebenzisi abafana nalabo asebevele baxhumana nayo.
Ngaphezu kwalezi zinketho, singasebenzisa futhi amandla wokukhomba we-Facebook ngezikhangiso ze-Facebook. Lezi zikhangiso zifaka amafomethi nezinhloso eziningana eziklanyelwe ukukhuthaza abasebenzisi ukuthi bathenge.
Enye inethiwekhi enamandla kakhulu yezentengiselwano yezenhlalo, ngoba isimo sayo sokubuka senza kufaneleke kakhulu ukukhombisa imikhiqizo ngokwesimo. Futhi, ngenxa yokuthenga kwe-Instagram, kulula kakhulu ukuxhumanisa ngqo ukushicilelwa kwakho nokuthengisa .
Kanjani? Kulula kakhulu: ukumaka imikhiqizo yakho ezithombeni ozishicilelayo ukuqedela ukuthengiswa esitolo sakho esiku-inthanethi. Indlela ephumelela kakhulu yokusebenzisa ngokunenzuzo izifiso ezinjengokuthi “Ngiyayifuna!”
Ukwethula i-Instagram Shopping, udinga ukuba nekhasi labalandeli ne-ecommerce futhi ube nephrofayili yenkampani ku-Instagram.
Kusukela yasungulwa, i-Pinterest ibilokhu iyinethiwekhi exhunyaniswa kakhulu nokuthenga, ngoba izingqikithi zayo eziphambili (imfashini, ubuhle, umhlobiso) zibolekisa kakhulu kuyo.
Le nethiwekhi inezithameli eziningi zabesifazane namandla amahle okuthenga, okwenza ihehe ngokwengeziwe.
Isu elilula kakhulu lokuxhumanisa iPinterest ne-ecommerce yakho ukumane nje wakhe “izikhonkwane” zemikhiqizo yakho ehlukene futhi uzihlanganise nesixhumanisi esihambelanayo. Khumbula ukuthi ukuma ngaphakathi kwePinterest kungokwemvelo, ngakho-ke kufanelekile ukutshala imali emsebenzini owenziwe kahle.
I-Twitter uqobo ayinayo imisebenzi ethile yezentengiselwano yomphakathi, kepha lokho akusho ukuthi kufanele uyilahle kumasu akho. Ukuxhumanisa ama-tweets akho ne-ecommerce yakho, ungasebenzisa izinhlelo ezifana ne-Chirpify, ekuvumela ukuthi ufake inkinobho ethi "Thenga" bese uxhuma esitolo sakho esiku-inthanethi kule nethiwekhi.
Youtube
Njengaku-Twitter, i-YouTube ayinazo izici ezikhethekile zokukhuthaza ukuthengwa ku-inthanethi. Kepha ngobuciko obuncane, ungayisebenzisela ukukhombisa imikhiqizo nezinsizakalo kumongo bese wenza izindlela zokuqondisa abasebenzisi bakho kwi-ecommerce yakho.