Ngakho-ke ulethula kanjani isu lokumaketha? Wakha isethulo sokuphromotha umkhiqizo omusha? Ukufuna izindlela zokwenza i-kickass isethulo sokumaketha? Kungakhathaliseki ukuthi uyikati elifuna ukwazi elifuna ukufunda ukwenza isethulo sokumaketha, noma umusha kwezokukhangisa futhi ucelwe ukuthi ulethe isethulo sesu lokumaketha, uze endaweni efanele.
Ukudala isethulo sokumaketha akudingeki ukuthi kube nengcindezi. Uma unamasu alungile endaweni futhi wazi ukuthi yikuphi okuqukethwe okunikeza kokubili ukukhanga okubonakalayo nolwazi olubalulekile, ungabhajwa kulokhu uhlobo lwesethulo.
Kulo mhlahlandlela, sizoxoxa ngokuthi yini okufanele siyifake esethulweni sokumaketha kanye namathiphu okuthuthukisa isethulo sokumaketha esisebenzayo.
Uhlolojikelele
| Ubani owasungula i-Marketing Theory and Strategies? | Philip Kotler |
| Igama elithi 'marketing' laqala nini? | I-1500 BCE |
| Kuqala kuphi ukumaketha? | Kusuka kumkhiqizo noma isevisi |
| Imuphi umqondo wokumaketha omdala? | Umqondo Wokukhiqiza |
Okuqukethwe
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Iyini Isethulo Sokumaketha?
Ngokuvumelana ne UppercutSEO, Kungakhathaliseki ukuthi uthengisa ini, udinga ukuba nohlelo oluqinile lokuthi uzokwenza kanjani. Isethulo sokumaketha, uma sikubeka nje, sikuyisa emfanekisweni onemininingwane wokuthi uzowuthengisa kanjani umkhiqizo noma isevisi yakho kuzithameli zakho ozifunayo.
Nakuba kubonakala kulula ngokwanele, isethulo sokumaketha kufanele sifake imininingwane yomkhiqizo, ukuthi wehluke kanjani kwabancintisana nabo, yiziphi iziteshi ohlela ukuzisebenzisa ukuzithuthukisa njll. Ake sibheke izingxenye eziyisi-7 zesethulo sokumaketha.
Ongakufaka Esethulweni Sakho Sokumaketha
Okokuqala, kufanele ube nemibono yezethulo zokumaketha! Izethulo zokumaketha ziqondene nomkhiqizo/isevisi ethile. Lokho okufaka kukho kuncike kulokho okuthengisayo kuzithameli zakho ezihlosiwe nokuthi uhlela ukukwenza kanjani. Noma kunjalo, yonke isethulo sokumaketha kufanele sihlanganise la maphuzu ayi-7. Ake sizibheke.
#1 - Izinjongo Zokumaketha
“Khomba igebe”
Kungenzeka ukuthi uzwile abantu abaningi besho lokhu, kodwa uyazi ukuthi kusho ukuthini? Ngawo wonke umkhiqizo noma isevisi oyithengisayo, uxazulula uhlobo oluthile lwenkinga izethameli zakho eziqondiswe kuzo. Isikhala esingenalutho phakathi kwenkinga yabo nesixazululo - leso igebe.
Lapho wenza isethulo sokumaketha, into yokuqala okudingeka uyenze ukukhomba igebe, futhi ulichaze. Bangu izindlela eziningi ukukwenza, kodwa enye yezindlela ezijwayelekile ezisetshenziswa abadayisi abanolwazi ukubuza amakhasimende akho ngqo ukuthi kushoda ngani emakethe yamanje - izinhlolovo zamakhasimende.
Ungathola futhi igebe ngokucwaninga nangokubuka njalo amathrendi embonini njll. Ukuvala leli gebe kuwumgomo wakho wokumaketha.
#2 - Ukuhlukaniswa Kwemakethe
Ake sithathe isibonelo. Awukwazi ukuthengisa umkhiqizo wakho e-US naseMpumalanga Ephakathi ngendlela efanayo. Zombili izimakethe zihlukile, ngokwamasiko nokunye. Ngendlela efanayo, zonke izimakethe zihlukile, futhi udinga ukudiliza izici zemakethe ngayinye kanye nezitolo ezincane ohlela ukuzinakekela.
Ikuphi ukufana nokwehluka kwamasiko, ukuzwela, futhi uhlela kanjani ukuletha okuqukethwe kokukhangisa kwendawo, uhlobo lwabantu olunakekelayo, nokuziphatha kwabo kokuthenga - konke lokhu kufanele kufakwe esethulweni sakho sokumaketha.
#3 - Isiphakamiso senani
Igama elikhulu akunjalo? Ungakhathazeki, kulula kakhulu ukukuqonda.
Isiphakamiso senani sisho nje ukuthi uzokwenza kanjani umkhiqizo noma isevisi yakho ihehe kumakhasimende. Iyini izindleko/intengo, ikhwalithi, ukuthi umkhiqizo wakho uhluke kanjani kwabancintisana nabo, i-USP yakho (indawo yokuthengisa eyingqayizivele) njll? Yile ndlela owenza ngayo ukuthi imakethe yakho eqondiwe yazi ukuthi kungani kufanele ithenge umkhiqizo wakho esikhundleni sabancintisana nabo.
#4 - Ukuma komkhiqizo
Esethulweni sakho sokumaketha, kufanele ukuchaze ngokucacile ukuma komkhiqizo wakho.
Ukuma kwebhrendi kumayelana nendlela ofuna izethameli zakho eziqondiswe kuzo zikubone ngayo kanye nemikhiqizo yakho. Lokhu kwakha enye yezinto ezibaluleke kakhulu ezinquma konke okunye ukusuka lapha kuye phambili - okuhlanganisa isabelomali okufanele usabele, imigudu yokumaketha, njll. Iyiphi into yokuqala umuntu okufanele ahlobanise nayo umkhiqizo wakho? Isho isibonelo, lapho othile ethi Versace, sicabanga okunethezeka kanye nekilasi. Balumise kanjalo uphawu lwabo.
#5 – Thenga Indlela/Uhambo Lwekhasimende
Imikhuba yokuthenga ku-inthanethi isiba yinsakavukela muva nje futhi nakulokho, kungase kube nezindlela ezihlukahlukene ikhasimende lakho elingafinyelela ngazo kuwe noma lazi ngomkhiqizo wakho, okuholela ekuthengeni.
Ake sithi, isibonelo, kungenzeka babone isikhangiso senkundla yezokuxhumana, basichofoza base benquma ukusithenga ngoba sihambisana nezidingo zabo zamanje. Leyo yindlela yokuthenga yalelo khasimende.
Iningi lamakhasimende akho lithenga kanjani? Ingabe kungomakhalekhukhwini noma babona izikhangiso kumabonakude ngaphambi kokuthenga esitolo esingokoqobo? Ukuchaza indlela yokuthenga kukunikeza ukucaca okwengeziwe kokuthi ungabaqondisa kanjani ekuthengeni ngendlela esebenza ngempumelelo nangempumelelo. Lokhu kufanele kufakwe esethulweni sakho sokumaketha.
#6 - I-Marketing Mix
Ingxube yokumaketha isethi yamasu noma izindlela umkhiqizo othuthukisa ngazo umkhiqizo noma isevisi yawo. Lokhu kusekelwe ezintweni ezi-4 - ama-4 Ps wokumaketha.
- Product: Yini lena oyithengisayo
- Price: Leli inani eliphelele lomkhiqizo/isevisi yakho. Ibalwa ngokusekelwe ezindlekweni zokukhiqiza, i-niche eqondiwe, noma ngabe umkhiqizo womthengi okhiqizwe ngobuningi noma into ewubukhazikhazi, ukunikezwa kanye ne-dema.
- nd, njll.
- Indawo: Ikuphi indawo yokuthengisa okwenzekayo? Ingabe unayo indawo yokudayisa? Ingabe ukuthengiswa ku-inthanethi? Lithini isu lakho lokusabalalisa?
- Ukukhuthazwa: Lona wonke umsebenzi owenzayo ukuze uqwashise ngomkhiqizo wakho, ukuze ufinyelele kuyo imakethe oyihlosile - izikhangiso, amazwi omlomo, ukukhishwa kwabezindaba, inkundla yezokuxhumana, isibonelo somkhankaso wokumaketha, yonke into ingaphansi kokukhushulwa.
Uma uhlanganisa ama-4 Ps nesiteji ngasinye sefaneli yokumaketha, unemiksi yakho yokumaketha. Lokhu kufanele kufakwe esethulweni sakho sokumaketha.
#7 - Ukuhlaziya kanye Nesilinganiso
Lokhu cishe ingxenye eyinselele kakhulu yesethulo sokumaketha- uhlela ukukala kanjani imizamo yakho yokumaketha?
Uma kukhulunywa ngokumaketha kwedijithali, kulula ukulandelela imizamo ngosizo lwe-SEO, amamethrikhi enkundla yezokuxhumana, namanye amathuluzi anjalo. Kodwa uma isamba sakho semali engenayo sivela ezindaweni ezihlukene ezihlanganisa ukuthengisa okuphathekayo nokuthengiswa kwamadivayisi ahlukahlukene, ululungiselela kanjani ukuhlaziya okuphelele nesu lokulinganisa?
Lokhu kufanele kufakwe esethulweni sokumaketha, ngokusekelwe kuzo zonke ezinye izici.
Ukudala Iphrezentheshini Yokuthengisa Ephumelelayo
Njengoba usunazo zonke izingxenye ezidingekayo ukuze udale icebo lokumaketha, ake singene sijule ekutheni ungenza kanjani isethulo sakho sokumaketha sibe yinto okufanele siyikhumbule.
#1 - Thola ukunaka kwababukeli bakho nge-ice breaker
Siyaqonda. Ukuqala isethulo sokumaketha kuhlala kuluqili. Unovalo, izithameli zingase zingaphumuli noma zibandakanyeke kwezinye izinto - njengokuntweza ocingweni, noma ukukhuluma bodwa, futhi kuningi osengozini.
Indlela engcono kakhulu yokubhekana nalokhu ukuqala isethulo sakho ngehuku -an umsebenzi wokuphihliza iqhwa.
Buza imibuzo. Kungase kuhlobane nomkhiqizo noma isevisi ozoyethula, noma okuthile okuhlekisayo noma okungajwayelekile. Umqondo uwukwenza izethameli zakho zibe nesithakazelo kulokho okuseza.
Ingabe uyazi nge-hook edumile ye-Oli Gardner ye-pessimistic hook? Uyisikhulumi sasesidlangalaleni esidumile nesikhethekile esivame ukuqala inkulumo yakhe noma isethulo ngokudweba isithombe sosuku lwembubhiso - into eyenza izethameli zicindezeleke ngaphambi kokuzethula ngesixazululo. Lokhu kungase kubathathe bagibele i-rollercoaster engokomzwelo futhi kubenze banamathele kulokho ozokusho.
#2 - Yenza isethulo simayelana nezethameli
Yebo! Uma unesihloko esijulile njengohlelo lokumaketha ozokwethula, kunzima ukulenza lithandeke kubabukeli. Kodwa akwenzeki.
Isinyathelo sokuqala siwukuqonda izethameli zakho. Lingakanani izinga labo lolwazi ngesihloko? Ingabe bangabasebenzi bezinga lokungena, abathengisi abanolwazi noma abaphathi be-C-suite? Lokhu kuzokusiza ukuthi ubone ukuthi ungeza kanjani inani kuzithameli zakho nokuthi ungazinakekela kanjani.
Ungamane ulokhu uqhubeka ngalokho ofuna ukukusho. Dala ukuzwelana nezilaleli zakho. Xoxa indaba ehehayo noma ubabuze ukuthi banezindaba ezithokozisayo zokumaketha noma izimo abangabelana ngazo.
Lokhu kuzokusiza ukuthi usethe ithoni yemvelo yesethulo.
#3 - Iba namaslayidi amaningi anokuqukethwe okufushane
Ngokuvamile, abantu bezinkampani, ikakhulukazi abaphathi bezinga eliphezulu noma abaphathi be-C-suite bangase benze izethulo ezingenakubalwa ngosuku. Ukuthola ukunaka kwabo isikhathi eside kuwumsebenzi onzima ngempela.
Lapho siphuthuma ukuqeda isethulo ngokushesha, elinye lamaphutha amakhulu abantu abaningi abawenzayo ukuminyanisa okuqukethwe okuningi kusilayidi esisodwa. I-slide sizovezwa esikrinini futhi bazoqhubeka bekhuluma imizuzu embalwa becabanga ukuthi ama-slides ambalwa, kungcono.
Kodwa lokhu kuyinto okufanele uyigweme ngazo zonke izindleko esethulweni sokumaketha. Ngisho noma unamaslayidi angu-180 anokuqukethwe okuncane kuwo, kusengcono kunokuba namaslayidi angu-50 anolwazi oluminyene kuwo.
Zama njalo ukuba namaslayidi amaningi anokuqukethwe okufushane, izithombe, ama-gif, neminye imisebenzi yokusebenzisana.
Interactive isethulo ezisekelweni ezifana I-AhaSlides ingakusiza ekudaleni izethulo ezihehayo nge imibuzo interactive, poll, isondo le-spinner, phila amafu ezwi neminye imisebenzi.
#4 - Yabelana ngezibonelo nedatha yempilo yangempela
Lena enye yezingxenye ezibaluleke kakhulu zesethulo sokumaketha. Ungase ube nalo lonke ulwazi olubekwe ngokucacile lwezithameli zakho, kodwa akukho okudlula ukuba nedatha efanele nemininingwane ukusekela okuqukethwe kwakho.
Ngaphezu kokufuna ukubona izinombolo ezingahleliwe noma idatha kumaslayidi, izethameli zakho zingase zifune ukwazi ukuthi uphetheni ngakho nokuthi ufinyelele kanjani kuleso siphetho.
Kufanele futhi ube nolwazi olucacile lokuthi uhlela ukusebenzisa kanjani le datha ukuze uzuze.
#5 - Yiba nezikhathi ongabelana ngazo
Sidlulela enkathini lapho wonke umuntu efuna ukukhulumela phezulu - tshela umbuthano wakhe ukuthi kade wenzani noma izinto ezintsha azifundile. Abantu bathanda uma benikezwa ithuba "lemvelo" lokwabelana ngolwazi noma izikhathi ezivela kuphrezentheshini yokumaketha noma inkomfa.
Kodwa awukwazi ukukuphoqa lokhu. Enye yezindlela ezinhle kakhulu zokwenza lokhu iwukuba nemisho ecashunwayo yokubamba noma izikhathi esethulweni sakho sokumaketha izethameli ezingabelana ngazo kakhulu nezwi nezwi noma njengesithombe noma ividiyo.
Lawa kungaba amathrendi amasha embonini, noma yiziphi izici ezithile zomkhiqizo noma isevisi yakho ezingabiwa ngaphambi kokwethulwa, nanoma iyiphi idatha ethokozisayo abanye abangayisebenzisa.
Kulawa maslayidi, yiba ne-hashtag yakho yenkundla yezokuxhumana noma isibambo senkampani ukuze izethameli zakho zikumake nawe.
#6 - Yiba nokufana esethulweni sakho
Ngokuvamile sivame ukugxila kakhulu kokuqukethwe lapho sidala isethulo sokumaketha futhi sivame ukukhohlwa ukuthi kubaluleke kangakanani ukukhanga okubonakalayo. Zama ukuba netimu eqinile kuyo yonke isethulo sakho.
Ungasebenzisa imibala yomkhiqizo wakho, imiklamo noma ifonti esethulweni sakho. Lokhu kuzokwenza izethameli zakho zijwayelane nomkhiqizo wakho.
#7 - Thatha impendulo ezilalelini
Wonke umuntu uzovikela "ingane" yakhe futhi akekho ofuna ukuzwa noma yini embi? Impendulo akudingeki ukuthi ibe yimbi, ikakhulukazi uma uletha isethulo sokumaketha.
Impendulo evela kuzithameli zakho izokusiza nakanjani ekwenzeni ukuthuthukiswa okudingekayo ohlelweni lwakho lokumaketha. Ungase ube nokuhlelwa Q&A iseshini ekupheleni kwesethulo.
Izitoreji Eziyinhloko
Kungakhathaliseki ukuthi kungani ulapha, ukwenza isethulo sokumaketha akudingeki kube umsebenzi onzima. Kungakhathaliseki ukuthi uphethe ukwethula umkhiqizo noma isevisi entsha, noma umane ufuna ukuba i-ace ekwenzeni izethulo zokumaketha, ungasebenzisa lo mhlahlandlela ukuze uzuze.
Gcina lokhu engqondweni lapho udala isethulo sakho sokumaketha.
imibuzo ejwayelekile ukubuzwa
Yini okufanele ifakwe kuphrezentheshini?
Izethulo zokumaketha ziqondene nomkhiqizo/isevisi ethile. Okuhlanganisayo kuyo kuncike kulokho okuthengisela izethameli zakho ezihlosiwe nokuthi uhlela ukukwenza kanjani, okuhlanganisa amaphuzu angu-7 angezansi: Izinhloso Zokumaketha, Ukuhlukaniswa Kwemakethe, Ukuphakanyiswa Kwenani, Indawo Yomkhiqizo, Indlela Yokuthenga/Uhambo Lwekhasimende, Imiksi Yokuthengisa kanye Ukuhlaziya kanye Nesilinganiso.
Yiziphi isibonelo esiyinhloko sokwethulwa kwamasu ebhizinisis?
Isu lebhizinisi ukuchaza ukuthi inkampani ihlela kanjani ukufeza izinhloso zayo. Kunamasu amaningi ebhizinisi ahlukene, isibonelo, ubuholi bezindleko, ukuhlukanisa, nokugxila.
Iyini isethulo sokumaketha kwedijithalin?
Isethulo sokumaketha kwedijithali kufanele sifake Isifinyezo Esiphezulu, I-Digital Marketing Landscape, Imigomo Yebhizinisi, Izethameli Eziqondiwe, Iziteshi Ezibalulekile, Imilayezo Yokumaketha, Uhlelo Lokuthengisa...
