Ke indlela yokubonisa isicwangciso sokuthengisa? Uyila umboniso ukukhuthaza imveliso entsha? Ukukhangela iindlela zokwenza i-kickass intetho yentengiso? Nokuba uyikati enomdla ofuna ukufunda ukwenza intetho yentengiso, okanye umtsha ekuthengiseni kwaye ucelwe ukuba uzise inkcazo yesicwangciso sokuthengisa, ufike kwindawo elungileyo.
Ukudala umboniso wokuthengisa akufuneki kube luxinzelelo. Ukuba unezicwangciso ezifanelekileyo kwindawo kwaye uyazi ukuba yintoni umxholo onika isibheno esibonakalayo kunye nolwazi oluxabisekileyo, unokubambelela kule nto uhlobo lonikezelo.
Kwesi sikhokelo, siza kuxoxa ngento emayibandakanye kwinkcazo yentengiso kunye neengcebiso zokuphuhlisa intetho esebenzayo.
isishwankathelo
| Ngubani owasungula ithiyori yokuThengisa kunye neQhinga? | Philip Kotler |
| Igama elithi 'intengiso' laqala nini? | Ngowama-1500 BCE |
| Iqala phi intengiso? | Ukusuka kwimveliso okanye inkonzo |
| Yeyiphi eyona ngcamango indala yentengiso? | Ingcamango yeMveliso |
Isiqulatho
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Yintoni iNgxowa-mali yeNtengiso?
Ngoku ka UppercutSEO, Kungakhathaliseki ukuba uthengisa ntoni, kufuneka ube nesicwangciso esiqinileyo malunga nendlela oza kuyenza ngayo. Inkcazo yentengiso, ngokulula nje, ikuthatha ikuthathele kumzekeliso ocacileyo wendlela oza kuyithengisa ngayo imveliso okanye inkonzo yakho kubaphulaphuli obafunayo.
Nangona kubonakala kulula ngokwaneleyo, umboniso wentengiso kufuneka ubandakanye iinkcukacha zemveliso, ukuba yahluke njani kwabo bakhuphisana nabo, ngawaphi amajelo oceba ukuwasebenzisa ukuwakhuthaza njl.njl. Makhe sijonge amacandelo asi-7 enkcazo-ntetho yentengiso.
Into omawuyibandakanye kwiNgcaciso yakho yeNtengiso
Okokuqala, kuya kufuneka ube nemibono yokuthengisa! Iintetho zentengiso zixhomekeke kwimveliso/inkonzo. Oko ubandakanya kuyo kuxhomekeke kwinto oyithengisayo kubaphulaphuli ojolise kubo kunye nendlela oceba ukuyenza ngayo. Nangona kunjalo, yonke inkcazo yentengiso kufuneka igubungele la manqaku asi-7. Makhe sijonge kubo.
#1 - IiNjongo zokuThengisa
“Chonga umsantsa”
Usenokuba uvile abantu abaninzi bethetha oku, kodwa ngaba uyazi ukuba kuthetha ukuthini? Ngayo yonke imveliso okanye inkonzo oyithengisayo, usombulula uhlobo oluthile lwengxaki ejongene nabaphulaphuli ojolise kubo. Isithuba esingenanto phakathi kwengxaki yabo kunye nesisombululo – ngumsantsa lowo.
Xa usenza umboniso wentengiso, into yokuqala ekufuneka uyenzile kukuchonga umsantsa, kwaye uwuchaze. Nazi iindlela ezininzi ukuyenza, kodwa enye yezona ndlela zixhaphakileyo ezisetyenziswa ngabathengisi abanamava kukubuza abathengi bakho ngokuthe ngqo oko balahlekileyo kwimarike yangoku - uphando lwabathengi.
Unokufumana kwakhona umsantsa ngophando kunye nokubukela rhoqo iintsingiselo zeshishini njl. Ukuvala lo msantsa yinjongo yakho yokuthengisa.
#2 - Ukwahlulwa kweMarike
Makhe sithathe umzekelo. Awukwazi ukuthengisa imveliso yakho e-US nakuMbindi Mpuma ngendlela efanayo. Zombini iimarike zahlukile, ngokwenkcubeko nangezinye iindlela. Ngendlela efanayo, yonke imarike yahlukile, kwaye kufuneka uqhube phantsi iimpawu zemarike nganye kunye nee-submarkets oceba ukuzilungiselela.
Kukuphi ukufana kwenkcubeko kunye nomahluko, uvakalelo, kwaye uceba njani ukuhambisa umxholo wentengiso wasekhaya, inani labantu obonelela kulo, kunye nokuziphatha kwabo kokuthenga - zonke ezi kufuneka zibandakanywe kwinkcazo yentengiso yakho.
#3 - Isindululo sexabiso
Igama elikhulu akunjalo? Ungakhathazeki, kulula kakhulu ukuyiqonda.
Isindululo sexabiso sithetha nje indlela oza kuyenza ngayo imveliso okanye inkonzo yakho ibe nomtsalane kubathengi. Lithini ixabiso/ixabiso, umgangatho, imveliso yakho yahluke njani kubakhuphisana nabo, i-USP yakho (indawo yokuthengisa ekhethekileyo) njl.njl? Le yindlela ovumela ngayo imakethi yakho ekujoliswe kuyo ukuba kutheni kufuneka bathenge imveliso yakho endaweni yabakhuphisana nabo.
#4 - Ukuma kweBrand
Kwintetho yakho yokuthengisa, kuya kufuneka uchaze ngokucacileyo ukuma kwebhrendi yakho.
Ukuma kwebhrendi kumalunga nendlela ofuna ukuba abantu ojolise kubo bakubone kunye neemveliso zakho. Oku kwenza enye yezona zinto zibalulekileyo ezithatha isigqibo ngayo yonke enye into ukusuka apha ukuya phambili - kubandakanywa uhlahlo lwabiwo-mali omele ulwabele, amajelo okuthengisa, njl. Xela umzekelo, xa umntu esithi Versace, sicinga ubunewunewu kunye neklasi. Yiloo ndlela abalubeke ngayo uphawu lwabo.
#5 - Indlela yokuthenga / uhambo loMthengi
Imikhwa yokuthenga kwi-Intanethi iya isiba yesiqhelo mva nje kwaye nalapho, kunokubakho iindlela ezahlukeneyo apho umthengi wakho anokufikelela kuwe okanye azi ngemveliso yakho, ekhokelela ekuthengeni.
Xela, umzekelo, basenokuba babone intengiso yemidiya yoluntu, bacofa kuyo kwaye bagqiba ekubeni bayithenge kuba ihambelana neemfuno zabo zangoku. Nantso indlela yokuthenga loo mthengi.
Uninzi lwabathengi bakho bathenga njani? Ngaba kungeefowuni eziphathwayo okanye ngaba babona iintengiso kumabonwakude ngaphambi kokuthenga kwivenkile ebonakalayo? Ukuchaza indlela yokuthenga kukunika ukucaca ngakumbi malunga nokuba ungabakhokela njani ekuthengeni ngendlela esebenzayo nesebenzayo. Oku kufuneka kufakwe kwintetho yakho yokuthengisa.
#6 -Intengiso Mix
Umxube wokuthengisa yiseti yezicwangciso okanye iindlela apho uphawu lukhuthaza imveliso okanye inkonzo yalo. Oku kusekelwe kwizinto ezi-4 - i-4 Ps yokuthengisa.
- Product: Yintoni le uyithengisayo
- ixabiso: Eli lixabiso lilonke lemveliso/inkonzo yakho. Ibalwa ngokusekelwe kwixabiso lemveliso, i-niche ekujoliswe kuyo, nokuba yimveliso yabathengi eveliswe ngobuninzi okanye into yodidi, unikezelo kunye ne-dema.
- nd, njl.
- Indawo: Yenzeka phi indawo yokuthengisa? Ngaba unayo indawo yokuthengisa? Ngaba intengiso kwi-intanethi? Sithini isicwangciso sakho sokuhambisa?
- Ukukhuthazwa: Lo ngumsebenzi wonke owenzayo ukudala ulwazi ngemveliso yakho, ukufikelela kuyo kwimarike ojolise kuyo - iintengiso, amazwi omlomo, ukukhutshwa kweendaba, imidiya yoluntu, umzekelo wephulo lokuthengisa, yonke into iphantsi kokukhuthazwa.
Xa udibanisa i-4 Ps kunye nenqanaba le-funnel nganye yokuthengisa, unomxube wakho wokuthengisa. Ezi kufuneka zibandakanywe kwintetho yakho yokuthengisa.
#7 - Uhlalutyo kunye nomlinganiselo
Oku mhlawumbi lelona candelo licela umngeni kwinkcazo-ntetho- uceba ukulinganisa njani iinzame zakho zokuthengisa?
Xa kuziwa kwintengiso yedijithali, kulula ukulandelela iinzame ngoncedo lwe-SEO, iimetriki zemidiya yoluntu, kunye nezinye izixhobo ezinjalo. Kodwa xa ingeniso yakho iyonke ivela kwiindawo ezahlukeneyo kubandakanya ukuthengisa ngokomzimba kunye nokuthengisa izixhobo ezinqamlezileyo, ululungiselela njani uhlalutyo olupheleleyo kunye nesicwangciso sokulinganisa?
Oku kufuneka kufakwe kwinkcazo yokuthengisa, ngokusekelwe kuzo zonke ezinye izinto.
Ukudala iNgxowa-mali yeNtengiso esebenzayo
Njengoko uwafumene phantsi onke amacandelo ayimfuneko ukwenza isicwangciso sokuthengisa, masingene nzulu kwindlela yokwenza intetho yakho yentengiso ibe yeyona ifanele ukukhunjulwa.
#1 - Fumana ingqalelo yabaphulaphuli bakho ngeqhekeza lomkhenkce
Sikuqonda. Ukuqala umboniso wentengiso kuhlala kunzima. Unexhala, abaphulaphuli banokungaphumli okanye babandakanyeke kwezinye izinto - njengokusefa kwifowuni yabo, okanye ukuthetha phakathi kwabo, kwaye usengozini enkulu.
Eyona ndlela ingcono yokujongana nale nto kukuqala intetho yakho nge hook -an umsebenzi wokuqhekeza umkhenkce.
Buza imibuzo. Isenokunxulumana nemveliso okanye inkonzo oza kuyisungula, okanye into ehlekisayo okanye engaqhelekanga. Umbono kukwenza abaphulaphuli bakho babe nomdla koko kuseza kwenzeka.
Ngaba uyazi malunga ne-Oli Gardner edumileyo ye-pessimistic hook technique? Usisithethi sasesidlangalaleni esidumileyo nesingaqhelekanga esidla ngokuqalisa intetho yakhe okanye intetho yakhe ngokupeyinta umfanekiso womhla wentshabalalo – into eyenza abaphulaphuli badandatheke phambi kokuba babazise ngesisombululo. Oku kunokubathatha ukuba bakhwele kwi-rollercoaster ngokweemvakalelo kwaye babambeke kwinto oza kuyithetha.
#2 -Yenza umboniso malunga nabaphulaphuli
Ewe! Xa unesihloko esinzulu esifana nesicwangciso sokuthengisa ukuba usiveze, kunzima ukulenza libe nomdla kubaphulaphuli. Kodwa akunakwenzeka.
Inyathelo lokuqala kukuqonda abaphulaphuli bakho. Lithini inqanaba labo lolwazi malunga nesihloko? Ngaba bangabasebenzi benqanaba lokungena, abathengisi abanamava okanye abaphathi be-C-suite? Oku kuya kukunceda ukuba uchonge indlela yokongeza ixabiso kubaphulaphuli bakho kunye nendlela yokujongana nabo.
Sukuqhubeka nje uqhubeka ngale nto ufuna ukuyithetha. Yenza uvelwano nabaphulaphuli bakho. Xelela ibali elibandakanya okanye ubabuze ukuba banawo nawaphi na amabali okuthengisa anomdla okanye iimeko abanokwabelana ngazo.
Oku kuya kukunceda ukuba usete ithoni yendalo kwinkcazo-ntetho.
#3 - Yiba nezilayidi ezininzi ezinomxholo omfutshane
Amaxesha amaninzi, abantu bamashishini, ngakumbi abaphathi abakwinqanaba eliphezulu okanye abaphathi be-C-suite banokuhamba ngeenkcazo ezininzi ngosuku. Ukufumana ingqalelo yabo ixesha elide ngumsebenzi onzima ngokwenene.
Ukungxamela ukugqiba iprizenteyishini kwakamsinyane, enye yezona mpazamo ezinkulu ezenziwa ngabantu abaninzi kukuxinanisa umxholo omninzi kwisilayidi esinye. Isilayidi siya kuboniswa kwiscreen kwaye baya kuhlala bethetha imizuzu becinga ukuba izilayidi ezimbalwa, ngcono.
Kodwa le yinto ekufuneka uyiphephe ngazo zonke iindleko kumboniso wokuthengisa. Nokuba une-180 izilayidi ezinomxholo omncinci kuzo, kusengcono kunokuba ne-50 yezilayidi ezinolwazi oluxinzelelwe kuzo.
Ngalo lonke ixesha zama ukuba nezilayidi ezininzi ezinomxholo omfutshane, imifanekiso, ii-gifs, kunye neminye imisebenzi esebenzisanayo.
amaqonga Interactive ntetho ezifana IAhaSlides inokukunceda ekwenzeni iintetho ezibandakanyayo iikhwizi ezisebenzisanayo, ukuvota, Isondo elijikelezayo, phila ilizwi amafu kunye neminye imisebenzi.
#4 - Yabelana ngemizekelo yobomi bokwenyani kunye nedatha
Le yenye yezona ndawo zibalulekileyo kwinkcazo yentengiso. Unokuba nalo lonke ulwazi olubekwe ngokucacileyo kubaphulaphuli bakho, kodwa akukho nto ibetha ukuba nedatha efanelekileyo kunye nokuqonda ukuxhasa umxholo wakho.
Ngaphezu kokufuna ukubona amanani athile okanye idatha ekwizilayidi, abaphulaphuli bakho banokufuna ukwazi ukuba ugqibe ekubeni ugqibe ntoni na malunga nokuba ufikelele njani kweso sigqibo.
Kufuneka kwakhona ube nolwazi olucacileyo malunga nendlela oceba ukuyisebenzisa ngayo le datha ukuze uzuze.
#5 - Yiba namaxesha ekwabelwana ngawo
Sifudukela kwixesha apho wonke umntu afune ukungxola – xelela isangqa sakhe ngezinto ebehleli kuzo okanye izinto ezintsha azifundileyo. Abantu bathanda xa benikwa ithuba "lendalo" lokwabelana ngolwazi okanye amaxesha avela kwintetho yokuthengisa okanye inkomfa.
Kodwa awukwazi ukunyanzela oku. Enye yezona ndlela zingcono zokwenza oku kukuba namabinzana anokucatshulwa anokucatshulwa okanye amaxesha kwintengiso yakho abaphulaphuli abanokwabelana ubukhulu becala ngegama okanye njengomfanekiso okanye ividiyo.
Ezi inokuba yimizila emitsha yoshishino, naziphi na iimpawu ezithile zemveliso okanye inkonzo yakho ekunokwabelwana ngazo ngaphambi kokusungulwa, okanye nayiphi na idatha enomdla enokusetyenziswa ngabanye.
Kwezi zilayidi, yiba ne-hashtag yakho yemidiya yoluntu okanye isiphatho senkampani sikhankanyiwe ukuze abaphulaphuli bakho bakwazi ukukumaka.
#6 -Yiba nokufana kwinkcazo-ntetho yakho
Amaxesha amaninzi sidla ngokugxila ngakumbi kumxholo xa sisenza umboniso wokuthengisa kwaye sihlala silibala malunga nokuba kubaluleke kangakanani isibheno esibonakalayo. Zama ukuba nomxholo oqinileyo kuyo yonke intetho yakho.
Unokusebenzisa imibala yebhrendi yakho, uyilo okanye ifonti kwiprizenteyishini yakho. Oku kuya kwenza abaphulaphuli bakho baqhelane ngakumbi nebhrendi yakho.
#7 - Thatha ingxelo kubaphulaphuli
Wonke umntu uya kukhusela "umntwana" wakhe kwaye akukho mntu ufuna ukuva nantoni na embi? Ingxelo akufuneki ibe yengalunganga, ngakumbi xa usenza intetho yentengiso.
Ingxelo evela kubaphulaphuli bakho ngokuqinisekileyo iya kukunceda ekwenzeni uphuculo oluyimfuneko kwisicwangciso sakho sokuthengisa. Unokuba nolungelelwano Q&A iseshoni ekupheleni kwentetho.
IItrakthi ezibalulekileyo
Nokuba kutheni ulapha, ukwenza umboniso wentengiso akufuneki kube ngumsebenzi onzima. Nokuba unoxanduva lokusungula imveliso okanye inkonzo entsha, okanye ufuna nje ukuba yi-ace ekwenzeni iinkcazo-ntetho zentengiso, ungasebenzisa esi sikhokelo kuncedo lwakho.
Gcina ezi zingqondweni xa usenza intetho yakho yokuthengisa.
Imibuzo ebuzwa qho
Yintoni enokubandakanya kwintetho?
Iintetho zentengiso zixhomekeke kwimveliso/inkonzo. Oko uquka kuyo kuxhomekeke kwinto oyithengisayo kubaphulaphuli bakho abajoliswe kuyo kunye nendlela oceba ukuyenza ngayo, kubandakanywa namanqaku angaphantsi kwe-7: Iinjongo zeNtengiso, iSahlulo seMakethi, iSibonelelo seXabiso, i-Brand Positioning, iNdlela yokuThenga / uhambo loMthengi, uMxube wokuThengisa kunye Uhlalutyo kunye noMlinganiselo.
Yintoni umzekelo ongundoqo wesicwangciso soshishinos?
Isicwangciso soshishino kukuchaza indlela inkampani eceba ngayo ukufezekisa iinjongo zayo. Kukho izicwangciso ezininzi ezahlukeneyo zoshishino, umzekelo, ubunkokeli beendleko, ukwahlula, kunye nokugxila.
Yintoni inkcazo yentengiso yedijithalin?
Inkcazo yentengiso yedijithali kufuneka ibandakanye isiShwankathelo esiLawulayo, iNdawo yokuThengisa iDijithali, iiNjongo zeShishini, abaphulaphuli ekujoliswe kubo, iMijelo ePhambili, iMiyalezo yeNtengiso, iSicwangciso seNtengiso…
