Imisebenzi eyi-10 yoMnyango Wokuthengisa Ezothuthukisa Ibhizinisi Lakho

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Imisebenzi yoMnyango Wokuthengisa: Uhlolojikelele

Imisebenzi yomnyango wokumaketha ihlukahlukene njengoba ibalulekile. Kusukela ocwaningweni lwemakethe kuya ekuphathweni kolwazi lwamakhasimende, lo mnyango uthinta cishe zonke izici zebhizinisi. Kodwa iyini ngempela le misebenzi?

1. Ucwaningo lwemakethe
2. Ukuthuthukiswa kwamasu
3. ukuphathwa komkhiqizo
4. Ukukhangisa nokukhushulwa
5. Ukudayiswa kwe-Digital
6. Ubudlelwano bomphakathi
7. Ukuhlaziywa kwedatha
8. Inkonzo yamakhasimende
9. Zokuthuthukisa umkhiqizo
10. Ukuqamba nokujwayela

Ucwaningo Lwemakethe: Ikhampasi Yempumelelo

Ucwaningo lwemakethe luyisiqalo sanoma yiliphi isu lokumaketha elisebenzayo. Kufana nokuba nebhola elicwebezelayo elisivumela ukuthi siqonde izidingo, izifiso nokuziphatha kwamakhasimende ethu angaba khona. Kodwa lolu cwaningo lwenziwa kanjani?

Okokuqala, ithimba lezentengiso liqoqa idatha emithonjeni ehlukahlukene:

• Izinhlolovo eziku-inthanethi nezingaxhunyiwe ku-inthanethi
• Amaqembu okugxila
• Ukuhlaziywa kwesincintisana
• Izifundo zemakethe

Ngalolu lwazi olusesandleni, umnyango ungahlonza amathuba emakethe, uhlukanise amakhasimende futhi uvumelanise imikhiqizo noma amasevisi ngokuvumelana nezidingo zangempela zezethameli eziqondiwe.

Isibonelo, cabanga ukuthi inkampani yezimonyo icabanga ukwethula umugqa omusha womkhiqizo. Ngocwaningo lwemakethe, bathola isidingo esikhulayo semikhiqizo ye-vegan nengenalo unya. Lolu lwazi lubavumela ukuthi bakhe umugqa ongagcini nje ngokuhlangabezana nesidingo semakethe kodwa futhi ubanikeze inzuzo yokuncintisana.

Ucwaningo lwemakethe akuwona umcimbi wesikhathi esisodwa, kodwa inqubo eqhubekayo. Izimakethe zishintsha njalo, futhi ukuhambisana nalokhu kuguquguquka kubalulekile empumelelweni yesikhathi eside.

Ukuthuthukiswa Kwesu: Ukushaja Indlela Eya Phezulu

Uma sesinokuqonda okuqinile kwemakethe, isinyathelo esilandelayo ukuthuthukisa amasu asebenzayo. Lona omunye wemisebenzi ebaluleke kakhulu yomnyango wokumaketha, njengoba ubeka inkomba ezothathwa yinkampani yonke.

Ukuthuthukiswa kwamasu kuhlanganisa:

1. Chaza izinhloso ezicacile nezilinganisekayo
2. Khomba izethameli eziqondiwe
3. Misa umkhiqizo emakethe
4. Thuthukisa inhlanganisela yokumaketha (umkhiqizo, intengo, indawo nokuphromotha)
5. Yaba izinsiza ngendlela efanele

Isu elithuthukiswe kahle lifana nebalazwe lomgwaqo eliqondisa yonke imisebenzi yokumaketha. Isibonelo, uma inhloso kuwukukhuphula isabelo semakethe ngo-10% ngonyaka ozayo, wonke amaqhinga nemikhankaso izohambisana ukuze kuzuzwe lo mgomo.

Kubalulekile ukuqaphela ukuthi isu aliyona into emile. Kufanele ivumelane nezimo ngokwanele ukuze ivumelane nezinguquko zemakethe futhi iqine ngokwanele ukuze ihlale isendleleni eya emigomweni yesikhathi eside.

Ukuphathwa komkhiqizo: Ukwakha ubuwena obungenakulibaleka

Ukuphathwa komkhiqizo kungomunye wemisebenzi ebalulekile yomnyango wokumaketha. Kudlulela ngalé kokwenza uphawu olukhangayo; Kumayelana nokwakha ubuwena obuphelele obuhambisana nezethameli ozihlosile futhi obukuhlukanisa emqhudelwaneni.

Ukuphathwa komkhiqizo kuhlanganisa:

• Ukuthuthukisa ubuntu bomkhiqizo obuhlukile
• Dala futhi ugcine isithombe esibonakalayo esingaguquki
• Misa ithoni yezwi nemilayezo eyinhloko
• Ukuphatha isithunzi somkhiqizo
• Ukudala ukuzizwisa okukhumbulekayo komkhiqizo

Ibhrendi eqinile iyimpahla eyigugu yanoma yiliphi ibhizinisi. Cabanga ngemikhiqizo efana ne-Apple, i-Nike noma i-Coca-Cola. Le mikhiqizo ikwazile ukudala ukuxhumana okungokomzwelo namakhasimende abo okudlula imikhiqizo abayithengisayo.

Ukuphathwa kwebhrendi kuphinde kufake nokuqapha njalo ukuthi umkhiqizo ubonwa kanjani endaweni yemakethe nokwenza izinguquko lapho kudingeka. Esikhathini senkundla yezokuxhumana, lapho inkinga yesithunzi ingaqubuka emizuzwini embalwa, lesi sici sibaluleke kakhulu kunangaphambili.

Ukukhangisa nokuphromotha: Ubuciko bokudonsa ukunaka

Ukukhangisa nokuphromotha mhlawumbe kuyimisebenzi ebonakalayo kakhulu yomnyango wokumaketha. Kumayelana nokuxhumana ngenani lemikhiqizo noma amasevisi enkampani kuzithameli eziqondiwe ngendlela ephumelelayo nekholisayo.

Lo msebenzi uhlanganisa imisebenzi eminingi, ehlanganisa:

• Ukuthuthukiswa kwemikhankaso yokukhangisa
• Ukukhetha imidiya efanele
• Ukwakhiwa kokuqukethwe kokukhangisa
• Idizayini yamaphromoshini nezipesheli
• Ukulinganisa ukusebenza kwemikhankaso

Namuhla, ukukhangisa kwedlula kude izikhangiso zethelevishini noma zephephandaba ezivamile. Kufaka phakathi ukumaketha kokuqukethwe, ukukhangisa komdabu, ukumaketha kwethonya nokunye okuningi.

Umkhankaso wokukhangisa oyimpumelelo ungenza umehluko phakathi kwempumelelo nokwehluleka komkhiqizo. Isibonelo, umkhankaso we-Coca-Cola othi "Yabelana nge-Coke", owazenzela amabhodlela ngamagama adumile, ukwazile ukwandisa ukuthengiswa komkhiqizo okokuqala ngqa eminyakeni eyi-10.

I-Digital Marketing: Ukuzulazula Emhlabeni We-inthanethi

Esikhathini sedijithali, ukumaketha ku-inthanethi sekuphenduke umsebenzi obalulekile womnyango wokumaketha. Ihlanganisa wonke amasu okuthengisa namaqhinga enziwa endaweni yedijithali.

Ukumaketha kwedijithali kuhlanganisa:

1. Ukusebenza kwe-injini yokusesha (i-SEO)
2. Ukukhangisa Okuqukethwe
3. Ukukhangisa ngemithombo yezokuxhumana
4. Ukumaketha nge-imeyili
5. Ukukhangisa ku-inthanethi (PPC, ukubonisa izikhangiso, njll.)
6. Ukumaketha Okuhambisanayo
7. ukumaketha kweselula

Enye yezinzuzo ezinhle zokumaketha kwedijithali yikhono layo lokulinganisa nokuhlaziya imiphumela ngesikhathi sangempela. Lokhu kuvumela abathengisi ukuthi balungise amasu abo endizeni ukuze bakhulise i-ROI.

Isibonelo, isitolo esincane sezingubo singasebenzisa i-Instagram ukuze sibonise amaqoqo aso akamuva, sihlanganyele namakhasimende, futhi sishayele ithrafikhi esitolo saso se-inthanethi. Ngokuhlaziywa kwedatha, bangakwazi ukunquma ukuthi yiziphi izinhlobo zokuthunyelwe ezikhiqiza ukubandakanyeka okukhulu nokuthengisa, futhi balungise isu labo ngokufanele.

Ubudlelwano Bomphakathi: Ukuhlakulela isithombe sebhizinisi

Ubudlelwano bomphakathi (PR) ngomunye umsebenzi obalulekile womnyango wokumaketha. Bagxile ekuphatheni isithunzi senkampani nokwakha ubudlelwano obuhle nababukeli abahlukahlukene, okuhlanganisa amakhasimende, abatshalizimali, abasebenzi nabezindaba.

Imisebenzi ye-PR ihlanganisa:

• Ukuphathwa kwezinhlekelele
• Inhlangano yomcimbi
• Media Relations
• Isibopho senhlangano kwezenhlalo
• Ukuxhumana kwangaphakathi

Esikhathini semithombo yezokuxhumana, lapho inkinga ingaqhuma futhi isakazeke ngokushesha, ukuba neqembu eliqinile le-PR kubaluleke kakhulu kunangaphambili. Ukuphatha okuhle kobudlelwano bomphakathi kungaguqula inkinga engaba yithuba lokubonisa amanani nobuqotho benkampani.

Isibonelo, lapho i-KFC iphelelwa inkukhu e-UK ngenxa yezinkinga zokuhlela, ukusabela kwayo okuhlekisayo nokusuka enhliziyweni (“FCK, siyaxolisa”) ayigcinanga nje ngokuphatha le nkinga, kodwa futhi yaveza umusa phakathi kwabathengi.

Izibalo Zedatha: Ukuthola Igolide Ezinombolo

Esikhathini sedatha enkulu, ukuhlaziya idatha sekuwumsebenzi obalulekile womnyango wokumaketha. Le ndima ihlanganisa ukuqoqa, ukucubungula nokuhumusha amanani amakhulu edatha ukuze uthole imininingwane ebalulekile eyazisa ukuthathwa kwezinqumo.

Ukuhlaziywa kwedatha ekukhangiseni kufaka phakathi:

• Ukulandelela ukusebenza komkhankaso
• Ukuhlaziywa kokuziphatha kwekhasimende
• Ukuhlukaniswa kwezethameli
• Ukubikezela okuthrendayo
• Ukuthuthukisa intengo

Idatha ehlaziywe kahle ingadalula amaphethini namathrendi angabonakali ngeso lenyama. Isibonelo, ukuhlaziya idatha kungase kuveze ukuthi amakhasimende athenga umkhiqizo othile maningi amathuba okuthi athenge okwesibili zingakapheli izinsuku ezingu-30. Lolu lwazi lungasetshenziselwa ukuklama imikhankaso yokumaketha kabusha ephumelela kakhulu.

Amathuluzi afana ne-Google Analytics, ama-CRM, nezinkundla zokumaketha ezizenzakalelayo zenze ukuhlaziya idatha kufinyeleleke kakhulu kunangaphambili. Nokho, kudinga ikhono nolwazi ukuhumusha le datha futhi iyenze ibe isenzo.

Isevisi Yekhasimende: Isixhumanisi Sokugcina Kwezokumaketha

Nakuba kubhekwa njengomsebenzi ohlukile ngokwesiko, isevisi yamakhasimende iya ngokuya iba yingxenye ebalulekile yemithwalo yemfanelo yomnyango wokumaketha . Phela, konke ukuxhumana nekhasimende kuyithuba lokumaketha.

Isevisi yamakhasimende kumongo wokumaketha ibandakanya:

• Ukuphathwa kokuhlangenwe nakho kwekhasimende
• Inkinga kanye Nesixazululo Sezikhalazo
• Iqoqa impendulo yekhasimende
• Ukwethembeka kwekhasimende nokugcinwa

Isevisi yamakhasimende enhle kakhulu ingaba ithuluzi elinamandla lokumaketha. Amakhasimende anelisekile awagcini nje ngokuphinda athenge, kodwa aphinde abe amanxusa omkhiqizo, encoma inkampani kwabanye.

Isibonelo, i-Zappos, umthengisi wezicathulo ku-inthanethi, udume ngenkonzo yamakhasimende ehlukile. Inqubomgomo yabo yembuyiselo yezinsuku ezingama-365 kanye nokuzimisela ukwenza ngaphezu kwalokho ukuze banelise amakhasimende kudale isisekelo samakhasimende athembekile futhi kwaveza amazwi amnandi okungekho mkhankaso wokukhangisa ongawafanisa.

Ukuqamba nokujwayela: ukuhlala ngaphambi kwejika

Emhlabeni oshintsha ngokushesha, ikhono lokusungula nokuzivumelanisa nezimo libalulekile kunoma yimuphi umnyango wokumaketha. Le ndima ibandakanya ukuhlala unolwazi ngezitayela zakamuva zokumaketha, ubuchwepheshe namasu, kanye nokukwazi ukuzifaka ngempumelelo kumasu enkampani.

Ukuqanjwa kabusha kokumaketha kungathatha izinhlobo eziningi:

• Ukwamukelwa kobuchwepheshe obusha (okufana nokungokoqobo okungathandwa kwabathelisi esikubona noma ubuhlakani bokwenziwa)
• Izama iziteshi ezintsha zokumaketha
• Ukuthuthukiswa kwamafomethi wokuqukethwe amasha
• Ukudala izindlela ezintsha zokuxhumana namakhasimende

Isibonelo, lapho umqedazwe we-COVID-19 uphoqa amabhizinisi amaningi ukuthi avale izitolo zawo ezingokoqobo, izinhlobo eziningi zemfashini zasabela ngokushesha ngokusebenzisa amagumbi okulingana abonakalayo zisebenzisa ubuchwepheshe bangempela bokungathandwa kwabathelisi esikubona. Lokhu okusha akubavumelanga kuphela ukuthi baqhubeke nokuthengisa ngesikhathi sokuvalwa, kodwa futhi kwathuthukisa ulwazi lokuthenga ku-inthanethi kumakhasimende abo.

Ikhono lokuzivumelanisa ngokushesha nezinguquko zemakethe kungaba umehluko phakathi kwempumelelo nokwehluleka. Izinkampani ezishesha futhi ezizimisele ngokuzama ngokuvamile yizona eziphumelela ngezikhathi zokungaqiniseki.

Isiphetho ngemisebenzi yomnyango wokumaketha

Njengoba sesibonile, imisebenzi yomnyango wokumaketha iyahlukahluka futhi ibalulekile empumelelweni yanoma iyiphi inkampani. Kusukela ocwaningweni lwemakethe kuya ekusunguleni izinto ezintsha, umsebenzi ngamunye udlala indima ebalulekile ekwakheni uphawu oluqinile, ukuheha nokugcina amakhasimende, kanye nokukhuthaza ukukhula kwebhizinisi.

Ezweni eliqhubeka nokuncintisana futhi elishintsha njalo, ukuba nomnyango wokumaketha oqinile futhi ohlelekile kahle kungaba umehluko phakathi kwempumelelo nokwehluleka. Izinkampani ezitshala imali ekuthuthukiseni nasekuqiniseni le misebenzi yokumaketha zizoba sesimweni esingcono sokubhekana nezinselele zesikhathi esizayo futhi zisebenzise amathuba avelayo.

Futhi wena, uyisebenzisa kanjani le misebenzi enkampanini yakho? Ingabe zikhona izindawo ocabanga ukuthi ungazithuthukisa? Khumbula, ukumaketha kuwuhambo, hhayi indawo. Kukhona njalo indawo yokufunda, ukukhula kanye nokwenza ngcono.

Ingabe uthole lesi sihloko semisebenzi yomnyango wokumaketha siwusizo? Uma kunjalo, zizwe ukhululekile ukwabelana ngakho nozakwenu nabangane ezinkundleni zokuxhumana. Ngokubambisana, singaphakamisa izinga lokumaketha emabhizinisini ethu nasemiphakathini. Impumelelo yakho impumelelo yethu!