Saka sei kuratidza nzira yekushambadzira? Uri kugadzira mharidzo yekusimudzira chigadzirwa chitsva? Kutsvaga nzira dzekugadzira kickass kushambadzira mharidzo? Kunyangwe iwe uri katsi inoda kuziva iyo inoda kudzidza kugadzira mharidzo yekushambadzira, kana iwe uri mutsva pakushambadzira uye wakakumbirwa kuti uunze yekushambadzira nzira yekuratidzira, iwe wauya kunzvimbo chaiyo.
Kugadzira mharidzo yekushambadzira hakufanirwe kuve kunetseka. Kana iwe uine nzira dzakakodzera munzvimbo uye uchiziva kuti ndezvipi zvirimo zvinopa kukwezva kwekuona uye ruzivo rwakakosha, unogona kunamatira mune izvi mhando yemharidzo.
Mugwaro iri, isu tichakurukura izvo zvekusanganisa mune yekushambadzira mharidzo uye matipi ekugadzira inobudirira yekushambadzira mharidzo.
tsananguro
| Ndiani akagadzira Marketing Theory uye Strategies? | Philip Kotler |
| Shoko rekuti 'marketing' rakatanga riini? | 1500 BCE |
| Kushambadza kunotanga kupi? | Kubva pachigadzirwa kana sevhisi |
| Ndeipi pfungwa yekare yekushambadzira? | Production Concept |
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Chii chinonzi Marketing Presentation?
Maererano ne UppercutSEO, Hazvina mhosva kuti uri kutengesa chii, iwe unofanirwa kuva nehurongwa hwakasimba hwekuti uchazviita sei. Mharidzo yekushambadzira, yakangotaurwa, inokutora iwe kuburikidza nemufananidzo wakadzama wekuti uchatengesa sei chigadzirwa chako kana sevhisi kune chaunoda chinangwa chevateereri.
Kunyange zvichiita sezviri nyore, mharidzo yekushambadzira inofanira kusanganisira ruzivo rwechigadzirwa, kuti chakasiyana sei nevakwikwidzi vako, ndeapi nzira dzauri kuronga kushandisa kuzvisimudzira nezvimwe. Ngatitarisei zvikamu zvinomwe zvemharidzo yekushambadzira.
Zvekusanganisa muKushambadza kwako Mharidzo
Chekutanga, iwe unofanirwa kuve nekushambadzira mharidzo mazano! Marketing mharidzo ndeye chigadzirwa / sevhisi chaiyo. Zvaunosanganisira mairi zvinoenderana nezvauri kutengesa kune vateereri vako uye kuti unoronga kuzviita sei. Zvakangodaro, yese mharidzo yekushambadzira inofanirwa kuvhara aya mapoinzi manomwe. Ngatizvitarisei.
#1 - Zvinangwa zvekushambadzira
"Ziva gap"
Iwe unogona kunge wakanzwa vanhu vazhinji vachitaura izvi, asi unoziva zvazvinoreva here? Nezvese chigadzirwa kana sevhisi yaunotengesa, uri kugadzirisa imwe mhando yedambudziko rakatarisana nevateereri vako. Nzvimbo isina chinhu pakati pedambudziko ravo nemhinduro - ndiyo mukaha.
Paunenge uchiita mharidzo yekushambadzira, chinhu chekutanga chaunofanirwa kuita kuona gaka, uye ritsanangure. Pane nzira dzakawanda kuzviita, asi imwe yenzira dzakajairika dzinoshandiswa nevatengesi vane ruzivo ndeyekubvunza vatengi vako zvakananga zvavari kushaikwa mumusika wezvino - kuongororwa kwevatengi.
Iwe unogona zvakare kuwana gaka nekutsvaga uye kugara uchiona maindasitiri maitiro etc. Kuvhara gaka iri ndicho chinangwa chako chekushambadzira.
#2 - Chikamu chemusika
Ngatitorei muenzaniso. Iwe haugone kutengesa chigadzirwa chako muUS uye kuMiddle East nenzira imwechete. Misika miviri yakasiyana, tsika uye neimwe nzira. Nenzira imwecheteyo, musika wega wega wakasiyana, uye iwe unofanirwa kudhiza pasi maitiro emusika wega wega uye madiki madiki auri kuronga kugovera.
Ndeipi kufanana kwetsika uye mutsauko, kunzwisiswa, uye unoronga sei kuendesa zvemukati zvekusimudzira zvemukati, huwandu hwevanhu vauri kupa, uye maitiro avo ekutenga - zvese izvi zvinofanirwa kuverengerwa mune yako yekushambadzira mharidzo.
#3 - Kukosha Chirevo
Shoko guru here? Usanetseka, zviri nyore kunzwisisa.
Value proposition inongoreva maitiro auri kuita kuti chigadzirwa chako kana sevhisi inakidze kune vatengi. Ndeipi mutengo / mutengo, mhando, kuti chigadzirwa chako chakasiyana sei nevakwikwidzi vako, yako USP (yakasarudzika nzvimbo yekutengesa) nezvimwe? Aya ndiwo maziviro aunoita kuti musika wako waunoda kuziva kuti sei vachifanira kutenga chigadzirwa chako panzvimbo yevakwikwidzi vako.
#4 - Brand Positioning
Mune yako yekushambadzira mharidzo, iwe unofanirwa kutsanangura zvakajeka yako brand chinzvimbo.
Kumisikidzwa kweBrand kune zvese zvauri kuda kuti vateereri vako vaone iwe uye zvigadzirwa zvako. Izvi zvinoumba chimwe chezvinhu zvakakosha zvinosarudza zvimwe zvese kubva pano zvichienda mberi - kusanganisira bhajeti raunofanira kugovera, nzira dzekushambadzira, nezvimwe. Chii chekutanga icho munhu anofanira kubatanidza chiratidzo chako nacho? Taura semuenzaniso, kana mumwe munhu akati Versace, tinofunga nezveumbozha uye kirasi. Ndiwo marongerwo avakaita brand yavo.
#5 - Tenga Nzira / Rwendo rweMutengi
Maitiro ekutenga pamhepo ari kuita mukurumbira nguva pfupi yadarika uye kunyangwe mune izvozvo, panogona kunge paine nzira dzakasiyana siyana dzekuti mutengi wako asvike kwauri kana kuziva nezve chigadzirwa chako, zvichitungamira pakutenga.
Iti, semuenzaniso, vanogona kunge vakaona ad yesocial media, ndokudzvanya pairi uye vakafunga kuitenga nekuti inoenderana nezvavaida izvozvi. Ndiyo nzira yekutenga yemutengi uyo.
Vazhinji vevatengi vako vanotenga sei? Kuburikidza nenharembozha here kana kuti vanoona zvishambadzo paterevhizheni vasati vatenga muchitoro chenyama?. Kutsanangura nzira yekutenga kunokupa kujeka kwakawanda pamusoro pekuti ungavatungamira sei pakutenga nenzira inoshanda uye inoshanda. Izvi zvinofanirwa kuverengerwa mune yako yekushambadzira mharidzo.
#6 - Kushambadzira Musanganiswa
Musanganiswa wekushambadzira igadziriro yemaitiro kana nzira idzo brand inosimudzira chigadzirwa kana sevhisi. Izvi zvinobva pane 4 zvinhu - iyo 4 Ps yekushambadzira.
- Product: Chii chauri kutengesa
- Price: Uku ndiko kukosha kwese kwechigadzirwa chako/sevhisi. Iyo inoverengerwa zvichienderana nemutengo wekugadzira, iyo inotarirwa niche, ingave yakawanda-yakagadzirwa mutengi chigadzirwa kana chinhu cheumbozha, kupihwa uye dema.
- nd, nezvimwewo.
- Nzvimbo: Ndekupi nzvimbo yekutengesa irikuitika? Une chitoro here? Kutengeswa kwepamhepo here? Ndeipi nzira yako yekugovera?
- Kukurudzira: Ichi ndicho chiitiko chese chaunoita kuti ugadzire ruzivo rwechigadzirwa chako, kuti usvike pamusika wako waunotarirwa - kushambadzira, izwi remuromo, kuburitswa kwenhau, magariro enhau, kushambadzira mushandirapamwe muenzaniso, zvese zvinouya mukusimudzirwa.
Paunosanganisa iyo 4 Ps neimwe yekushambadzira funnel nhanho, iwe une yako yekushambadzira musanganiswa. Izvi zvinofanirwa kuverengerwa mune yako yekushambadzira mharidzo.
#7 - Kuongorora uye kuyerwa
Ichi chingangove chikamu chakaomesesa cheratidziro yekushambadzira- unoronga sei kuyera kuedza kwako kushambadzira?
Kana zvasvika pakushambadzira kwedhijitari, zviri nyore kuteedzera kuedza nerubatsiro rweSEO, social media metrics, uye mamwe maturusi akadaro. Asi kana mari yako yese ichibva munzvimbo dzakasiyana dzinosanganisira kutengesa kwemuviri uye kutengesa-muchinjika-chishandiso, unogadzirira sei ongororo yakazara uye kuyerwa nzira?
Izvi zvinofanirwa kuverengerwa mune yekushambadzira mharidzo, zvichibva pane zvese zvimwe zvinhu.
Kugadzira Mharidzo Yekushambadzira Inobudirira
Sezvo iwe uchidzika pasi zvese zvinodiwa kuti ugadzire chirongwa chekushambadzira, ngatinyure zvakadzama mukuita kuti mharidzo yako yekushambadzira ive yakakosha kuyeuka.
#1 - Tora kutariswa kwevateereri vako neaizi breaker
Tinonzwisisa. Kutanga mharidzo yekushambadzira kunogara kuchinetsa. Unotya, vateereri vanogona kunge vasina kugadzikana kana kuita zvimwe zvinhu - sekusevha pafoni yavo, kana kutaura pakati pavo, uye une zvakawanda zviri mungozi.
Nzira yakanakisa yekugadzirisa izvi ndeyekutanga mharidzo yako nehokwe -an ngarava inopwanya aizi.
Bvunza mibvunzo. Inogona kunge ine chekuita nechigadzirwa kana sevhisi yauri kuda kuvhura, kana chimwe chinhu chinosekesa kana chakajairika. Pfungwa yacho ndeyekuita kuti vateereri vako vafarire mune izvo zvichauya.
Iwe unoziva nezve yakakurumbira Oli Gardner pessimistic hook tekinoroji? Mutauriri weparuzhinji ane mukurumbira uye akasarudzika anowanzotanga hurukuro yake kana mharidzo nekupenda mufananidzo wezuva redooms- chimwe chinhu chinoita kuti vateereri vaore mwoyo vasati vavapa mhinduro. Izvi zvinogona kuvatora pamanzwiro ekuroza rollercoaster uye kuita kuti vabatanidzwe pane zvaunofanira kutaura.
#2 - Ita mharidzo yacho yese nezvevateereri
Ehe! Kana iwe uine musoro wakadzama senge chirongwa chekushambadzira chekupa, zvinonetsa kuita kuti inakidze vateereri. Asi hazvibviri.
Danho rekutanga kunzwisisa vateereri vako. Ndeipi nhanho yavo yeruzivo nezvemusoro wenyaya? Ivo vashandi vekupinda-chikamu, vatengesi vane ruzivo kana C-suite vatariri? Izvi zvichakubatsira kuona maitiro ekuwedzera kukosha kune vateereri vako uye maitiro ekuvaitira.
Usangoenderera mberi nezvaunoda kutaura. Gadzira tsitsi nevateereri vako. Taura nyaya inonakidza kana kuvabvunza kana vaine nyaya dzinonakidza dzekushambadzira kana mamiriro ekugovana.
Izvi zvichakubatsira iwe kumisa toni yakasikwa yemharidzo.
#3 - Iva nemamwe masiraidhi ane zvipfupi zvemukati
Kazhinji, vanhu vemakambani, kunyanya vatungamiri vepamusoro-soro kana vatungamiri veC-suite vanogona kupinda nemharidzo dzisingaverengeki pazuva. Kuwana pfungwa dzavo kwenguva yakareba ibasa rakaoma chaizvo.
Nekukurumidza kupedza mharidzo nekukasira, imwe yemhosho huru inoitwa nevanhu vazhinji ndeyekuroverera zvinhu zvakawanda muchisiraidhi chimwe. Iyo siraidhi icharatidzwa pachiratidziri uye vacharamba vachitaura kwemaminetsi vachifunga kuti mashoma masiraidhi, zviri nani.
Asi ichi chimwe chinhu chaunofanirwa kudzivirira zvachose mune yekushambadzira mharidzo. Kunyangwe uine 180 masiraidhi ane zvishoma zvirimo paari, zvichiri nani pane kuva nemasiraidhi makumi mashanu ane ruzivo rwakazara maari.
Gara uchiyedza kuve nemasiraidhi akawanda ane zvipfupi zvemukati, mifananidzo, magif, uye zvimwe zviitiko zvinodyidzana.
Interactive mharidzo mapuratifomu akadai Vampire inogona kukubatsira mukugadzira inonakidza mharidzo ne interactive quizzes, musarudzo, chinotenderera vhiri, rarama shoko makore uye zvimwe zviitiko.
#4 - Goverana chaiwo-yehupenyu mienzaniso uye data
Ichi ndicho chimwe chezvikamu zvakakosha zvekuratidzira kwekushambadzira. Iwe unogona kuve neruzivo rwese rwakarongedzerwa vateereri vako zvakajeka, asi hapana chinokunda kuve nedata rakakodzera uye ruzivo rwekutsigira zvirimo.
Kupfuura kuda kuona nhamba dzisina kurongeka kana data pamasiraidhi, vateereri vako vangada kuziva zvawakagumisa kubva pazviri uye kuti wakasvika sei pamhedziso iyoyo.
Iwe unofanirwawo kuve neruzivo rwakajeka rwekuti uri kuronga kushandisa sei iyi data kune yako mukana.
#5 - Iva nenguva dzekugovana
Tiri kuenda kunguva yekuti munhu wese anoda kuita ruzha - taurira denderedzwa rake zvaanga achiita kana zvinhu zvitsva zvavakadzidza. Vanhu vanozvifarira kana vakapihwa mukana "wakasikwa" wekugovana ruzivo kana nguva kubva pakushambadzira mharidzo kana musangano.
Asi haugone kumanikidza izvi. Imwe yedzakanakisa nzira dzekuita izvi kuve nemazwi ekubata-mazwi kana nguva mune yako yekushambadzira mharidzo iyo vateereri vanogona kunyanya kugovera izwi nezwi kana semufananidzo kana vhidhiyo.
Aya anogona kunge ari matsva eindasitiri maitiro, chero chaiwo maficha echigadzirwa chako kana sevhisi inogona kugovaniswa isati yatanga, kana chero inonakidza data inogona kushandiswa nevamwe.
Pane masiraidhi akadaro, ita kuti yako social media hashtag kana mubato wekambani utaurwa kuitira kuti vateereri vako vagone kukuisawo.
#6 - Iva nekufanana mumharidzo yako
Kazhinji kazhinji isu tinowanzo tarisa zvakanyanya pane zviri mukati kana tichigadzira mharidzo yekushambadzira uye tinowanzo kukanganwa nezvekukosha kwekukwezva kwekuona. Edza kuva nedingindira rakasimba mumharidzo yako yese.
Iwe unogona kushandisa mavara emhando yako, magadzirirwo kana font mumharidzo yako. Izvi zvichaita kuti vateereri vako vawedzere kujairana nemhando yako.
#7 - Tora mhinduro kubva kune vateereri
Wese munhu achange achidzivirira "mwana" wavo uye hapana anoda kunzwa chero chinhu chakaipa? Mhinduro haifanire kunge isina kunaka, kunyanya kana iwe uchiendesa mharidzo yekushambadzira.
Mhinduro kubva kune vateereri vako zvechokwadi ichakubatsira iwe mukugadzirisa zvinodiwa pachirongwa chako chekushambadzira. Unogona kuva nekurongeka Q&A chikamu pakupera kwemharidzo.
Zvitsva Zvitsva
Zvisinei nekuti nei uri pano, kugadzira mharidzo yekushambadzira haifanire kunge iri basa rinotyisa. Kunyangwe iwe uri kutungamira kuvhura chigadzirwa chitsva kana sevhisi, kana iwe unongoda kuve ace mukugadzira kushambadzira mharidzo, unogona kushandisa gwara iri kune mukana wako.
Ramba uchifunga izvi paunenge uchigadzira yako yekushambadzira mharidzo.
Mibvunzo Inonyanya Kubvunzwa
Chii chingasanganisira mumharidzo?
Marketing mharidzo ndeye chigadzirwa / sevhisi chaiyo. Izvo zvaunosanganisira mairi zvinoenderana nezvauri kutengesa kune chako chinangwa chevateereri uye kuti unoronga kuzviita sei, kusanganisira pazasi 7 mapoinzi: Zvinangwa zveKushambadzira, Marketing Segmentation, Value Proposition, Brand Positioning, Purchase Path / Mutengi Rwendo, Marketing Mix uye Kuongorora uye kuyerwa.
Ndeipi bhizinesi zano rekuratidzira muenzaniso wakakoshas?
Bhizinesi zano nderokuratidza kuti kambani inoronga sei kuzadzisa zvinangwa zvayo. Kune akawanda akasiyana mabhizinesi mazano, semuenzaniso, mutengo wehutungamiriri, kusiyanisa, uye kutarisa.
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Mharidzo yekushambadzira yedhijitari inofanirwa kusanganisira Executive Summary, Digital Marketing Landscape, Bhizinesi Zvinangwa, Vatariri Vateereri, Key Channels, Marketing Messages, Marketing Plan...
