Ukudalula: Uma uthenga insiza noma umkhiqizo ngezixhumanisi zethu, kwesinye isikhathi sithola ikhomishini.

Izibalo ze-9 Zokuqukethwe Okukhwalithiwe eziyi-2022

Iningi lethu izikhulu ze-inthanethi zihlangabeze ukumaketha kokuqukethwe.Nokuthi iningi lakho ufunda lokhu kungenzeka unesithakazelo ukuyisebenzisa ukuze isize umkhiqizo noma iwebhusayithi yakho.

Ngakho-ke kungenzeka ukuthi uyazi ukuthi kuyini ukumaketha okuqukethwe, kepha asiqinisekise ukuthi sonke sikukhasi linye kuqala:

Ukumaketha kokuqukethwe kumaketha ngokususelwa ku- ukudala nokusabalalisa okuqukethwe ezilalelini ezihlosiwe.

Kuvame ukungaqondakali ku-inthanethi, futhi ngesizathu esihle: kuyasebenza, futhi kusho ukuthi abakhangisi kufanele banikeze okuthile kwenani esikhundleni sokuzama nje ukukhipha inani.

Ungahle ube nentshisekelo yokufunda kabanzi mayelana nokumaketha kokuqukethwe ngoba ufuna ukuzuza okuningi ebhizinisini lakho, noma ngoba unelukuluku ngaleliqhinga elisakazekile.

Kungakhathalekile ukuthi yisiphi isizathu, ake ufike ezinombolweni!

Okokuqala phezulu:

Isisetshenziswa Esinconyiwe:

Into 1: Izinga lokuguqulwa lilonke lingu-1-2%.

Amaphuzu ambalwa lapha: Ngibeka lena kuqala ngoba kungahle kukhungathekise, futhi ngifuna ukuyikhipha ekuqaleni.

Okwesibili, ake ngichaze ukuthi liyini inani lokuguqulwa, uma ungajwayelekile:

Kalula nje, yipesenti labasebenzisi noma lezivakashi ezithatha isenzo esifunekayo. Lesi senzo esifiselekayo sinokwehluka-singasho ukuthenga umkhiqizo, ngokusobala, kodwa futhi nezinye izinto ezihlobene nokumaketha.

Kuyafaneleka lapha, ngoba ekugcineni inhloso yokukhangisa okuqukethwe - njenganoma iyiphi enye indlela yokuthengisa-ukwenza abantu benze izinto.

Ngakho-ke, lapho likhuphula izinga lokuguqulwa, kuba ngcono okukhangiswa okuqukethwe.

Sicela uqonde ukuthi akukho neyodwa, evunyelwe kakhulu ngenombolo. Kunezindlela eziningi zokulinganisa okuhlukile kwezilinganiso.

Lokho kuthiwa, le nombolo elula ngo BigCommerce ibukeka ihambelana nezinye izibalo zakamuva engizibonile, futhi imayelana nokuguqulwa okuhlobene neSALES, hhayi nje noma yisiphi isenzo esifunekayo.

Ngakho-ke bheka:

okuqukethwe kokuthengisa izibalo isilinganiso sokuguqulwa jikelele

Manje, kuleli cala BigCommerce empeleni sithi u-2% ungaphezulu kwesisekelo esiqinile okufanele sihlose ukusisebenzisa.

Lokho kungenxa yokuthi isilinganiso sokuguqulwa 'esimaphakathi' sisukela cishe ku-1-2%.

Ukukunikeza isibonelo sezinye izinombolo, I-IRP Commerce ithi amazinga wokuguqula ngoDisemba 2018 ayengu-1.7%, noma ephakeme ngonyaka owodwa kamuva.

Okwamanje, Wolfgang Digital ubeka isilinganiso sokuguqulwa sonyaka ka-2019 ku-1.85%.

Ngakho-ke i-1-2% ibhentshi elinokulinganisela kwamazinga wokuguqulwa kwamanje, okujwayelekile, 2% okuba umgomo ofanele.

Into 2: Izinga lokuguqulwa lilonke lenyuke ngaphezulu kwama-32% kusukela ngonyaka owedlule.

Ngakho-ke, empeleni ngiveze lokhu kwezibalo kokugcina. Kuvela ku-IRP Commerce, futhi isibonisa ukuthi isilinganiso sokuguqulwa jikelele sikhule kanjani kakhulu.

Inombolo yokuqala isukela kuZibandlela 2018. Inombolo yesibili isuka kuZibandlela wezi-2019.

Bona umehluko ngemuva konyaka:

ukukhula kwamanani wokuthengisa wokushintshwa kwezibalo

Esikhathini sonyaka, izinga lokuguqulwa lenyuke ngamaphesenti angaphezu kwengxenye. Lokho inani elincane kakhulu emhlabeni ojwayelekile…

Kepha amazinga wokuguqula, njengoba ubona, athambekele ukuba aphansi. Ngakho-ke ukukhuphuka kwengxenye yamaphesenti yi-HUGE.

Ungasho kusuka kunombolo yokugcina, ngakwesokudla-lokho ukukhula ngo-32%.

Vele, yize lokhu kungakunika ithemba, akusho ukuthi uphume emanzini.

Izinga eliphelele lifaka uhla olubanzi lwezimakethe, izimboni, kanye nezinhlobo zabathengisi.

Nayi inkomba yokuthi amazinga wokuguqula ahlukaniswe kanjanimboni:

Into 3: Isitolo sezobuciko nezemisebenzi yezandla sinesilinganiso sokuguqulwa esingu-4%, uma siqhathaniswa ne-1-2% yezitolo eziningi.

Imininingwane eluhlaza yalolu lwazi livela ku-IRP Commerce, Kodwa i isethulo sivela ku-Growcode.

Amanani wokuguqula amanani wokuthengisa wokuqukethwe kwezimboni

Njengoba ukwazi ukubona, izindaba zobuciko nezobuciko zinamanani aphezulu wokuguqula ngenhla ebalulekile.

Okulandelayo okuphezulu izitolo ezithengisa izinto zikagesi nezentengiso, besezinakekela izilwane. Kepha abasondeli kangako.

Futhi noma kunjalo, lelo zinga lokuguqulwa eliphakeme kakhulu lingaphezu kwe-4%! Izinto ezinzima.

Kepha yilokhu okugoqa izindaba ezinzima, bafundi abathandekayo. Izibalo ezilandelayo zizokhombisa amandla okukhangisa okuqukethwe-nokuthi kungani kunganyusa lawo mazinga wokuguqula!

Into 4: Ngaphezu kwengxenye yamabhizinisi abeka imali ekuthengiseni okuqukethwe ngo-2018.

Lokhu kuvela ku-a Inkampani esebenza kanzima esetshenziswayo ebizwa ngokuthi yiManplay.

izibalo zokuthengisa okuqukethwe

Ngaphezulu kwesigamu sikhulu: kusho iningi lamabhizinisi oxhumana nawo ukwenza lezi zinto.

Futhi njengoba leli nani ngele-2018, kungenzeka liphakeme kakhulu manje.

AbakwaManplay babika ukuthi ngonyaka ka-2016, isibalo besingamaphesenti angama-36 amabhizinisi, ngakho-ke ngicabanga ukuthi sesisenkingeni yeningi “eliqinile” manje.

Lokho kumabhizinisi ajwayelekile nje. Uma kukhulunywa nge-B2B (ibhizinisi kuya kwebhizinisi), ngakolunye uhlangothi…

Into 5: Abakhangisi abangaphezu kwabangu-9 kwabayi-10 B2B basebenzisa ukumaketha kokuqukethwe.

Lokhu kunengqondo, kunjalo.

Ukumaketha ibhizinisi ngebhizinisi kuvame ukubandakanya ukubeka inani eliphakeme kulwazi, isu, izeluleko, njalonjalo.

Futhi, ukumaketha okuhle sekuvele kuhloselwe ukusiza amanye amabhizinisi ukufinyelela kangcono amakhasimende, esikhundleni sokumaketha ibhizinisi lakhe siqu.

Ngakho unalokho engqondweni, ake sibheke inombolo:

okuqukethwe ukumaketha kokuqukethwe izibalo zokusebenzisa okuqukethwe kwe-b2b

I-Yep… i-91% enkulu yabaphenduli be-B2B bathi basebenzisa ukumaketha kokuqukethwe.

Khumbula ukuthi le nombolo izophakama kancane kunokujwayelekile ngoba abaphendulayo baxhumana nenhlolovo ngeplatifomu egxile kakhulu ekumakeleni okuqukethwe.

Noma kunjalo, ngithola ukuthi yonke le nombolo ingakholeki. Futhi ingakhuphuka kakhulu manje, ngo-2022.

Masinake uhlobo lokukhangisa okuqukethwe okuqukethwe izinkampani ezilandela:

Into 6: Ukudala okuqukethwe kwebhulogi kuyinto ebaluleke kakhulu ekuthengiseni izinkampani ezingaphezu kwesigamu.

Lokhu akumangazi, futhi uma ufunde ama-blog amaningi enkampani, cishe uzocabanga into efanayo.

Ngithole lokhu ku Umbiko weHubspot "State of Inbound 2018"-Ichazwe kabanzi futhi inemininingwane eminingi ewusizo mayelana nalokho okwenziwa futhi kucatshangwa ngamabhizinisi:

okuqukethwe okuthengiswa kokuqukethwe kubhuloga njenge nhloso yokumaketha engaphakathi

Njengoba ukwazi ukubona, ukwenza ngcono ukusebenza kweinjini yokucinga (i-SEO) bekuyinto ebaluleke kakhulu ekuthengiseni, ngenkathi okuqukethwe kwebhulogi kufike okwesibili kuma-55%.

Inothi lokuthi zisebenza kanjani lezi zinombolo: kusho ukuthi ukudalwa kokuqukethwe kwebhulogi kwakuyinto ebaluleke kakhulu kuma-55% ezinkampani, hhayi okubaluleke kakhulu.

Ngakho-ke kwezinye zalezi zinkampani, ukubhloga kungabaluleka kakhulu noma kungaphansi kwe-SEO futhi ukuzenzekelayo kokuzenzekelayo —Lokhu kwenzeka.

Iqiniso lapha ukuthi, izinkampani eziningi zinokuqukethwe kwebhulogi njengenye yezinto eziphambili ngokubaluleka kokuthengisa kwazo.

Yize…

Into 7: Cishe ingxenye (okungenani) yezinkampani inesifiso sokutshala imali kuziteshi zevidiyo zokumaketha.

Lokhu kuqhamuka nombiko we-State of Inbound 2019 oshiwo ngenhla, ngenxa yokuthi, inemininingwane enhle.

Noma kunjalo, lokhu kuhlola intshisekelo yezinkampani zokutshala imali eziteshini ezithile zokusabalalisa okuqukethwe.

Kuhlole:

ukumaketha okuqukethwe okuqukethwe izibalo kuvidiyo

I-YouTube yathatha indawo ephezulu, ngamaphesenti angama-45 amabhizinisi aphendulayo athi bahlela ukwengeza okuqukethwe okuningi kwe-YouTube ekumaketheni kwabo ngonyaka olandelayo.

Kepha ngokujabulisayo, amanethiwekhi abuchwepheshe (iningi lama-LinkedIn) acishe abaluleke kakhulu njenge-YouTube.

Ngemuva kwalokho ividiyo ye-Facebook yasondela kakhulu, njengoba kwenza i-Instagram.

Abangu-4 abaphezulu bahlukaniswe omunye ngomunye ngamaphesenti ama-2 ngalinye — futhi uma unaka ukuthi i-Instagram ivumela ividiyo, lokhu kusho ukuthi kunentshisekelo enkulu yokwandisa ukumaketha kokuqukethwe kwevidiyo.

Lokhu kungazwakala kuqinisa idolo impela, kepha kufanele ugcine isithombe esilandelayo engqondweni:

Into 8: Cishe ingxenye yamabhizinisi ayakhiqizi imiphumela yokuthengisa ebonakalayo ngokusebenzisa ukumaketha kwemidiya yezenhlalo.

Lesi yisimo salabo abancika kakhulu emithonjeni yezenhlalo ngecebo labo lokumaketha kokuqukethwe, noma abahlela ukukwenza.

Ungaluthola lolu lwazi kusuka embikweni we-Z2019 wezwe wokukhangisa ngo-2019. Uyazi ukuthi le nhlolokhono, yize ihamba kahle, isuselwa kakhulu kumabhizinisi nabathengisi base-UK.

Nazi izinombolo:

okuqukethwe ukumaketha kokuqukethwe

Akukona konke ukuphelelwa yithemba: cishe ama-31% athe akhiqiza ukuthengisa, ngokulinganisa. Ama-20% abengaqinisekile.

Kepha futhi… cishe isigamu, ama-49%, uthe bebelokhu besabalalisa okuqukethwe kwabo ngemithombo yezokuxhumana, kepha abanayo imiphumela ebonakalayo.

Akusho ukuthi imidiya yezenhlalo ayisifanele isikhathi sakho…

Kusho nje ukuthi ungafuna ukuqaphela lapho ucabanga ukuthi izinhlelo zakho zokuthengisa okuqukethwe zingaphumula kalula kwabezindaba zenhlalo.

Kulungile, ngizwa kabi. Ake ngikujabulise futhi ngesibalo sethu sokugcina:

Into 9: Cishe ama-2 / 3rds amabhizinisi athola ukuthi ukuthengiswa kokuqukethwe kuphumelela kakhulu.

Lokhu kuqhamuka nombiko wokukhangisa ngokuqukethwe kweZazzle.

Kepha lena inethemba elikhulu. Bheka:

Ukumaketha okuqukethwe kwe-Zazle

Kufanele kucace ukuthi iningi lebhizinisi le-VAST elihlolisisiwe lithole ukumaketha kokuqukethwe okungenani kusebenza kahle.

Ukwenza izibalo, okungenani ama-97% amabhizinisi lapha athi okungenani ayasebenza. Cishe indawo yonke.

Futhi iNONA yabo ithe ayisebenzi nhlobo.

Kepha amaphesenti wamabhizinisi athi ukumaketha kokuqukethwe okungenani “kusebenza kakhulu” kusezingeni eliphezulu kakhulu, kuma-66%. Iningi elilula le-2 / 3rds.

Cishe usuvele ucabanga ukuthi ukumaketha kokuqukethwe kunamandla… kepha kungakusiza ukwazi ukuthola amabhizinisi amaningi avumelana!

Isiphetho

Kukhona lapho, abangane bami: izibalo zekhwalithi eziyi-9 mayelana nokumaketha kokuqukethwe.

Yebo, ezinye zazo zindadlana - kodwa lokho kuyintengo yokuthola imininingwane eyathatha isikhathi ukuzihlanganisa, futhi yashicilelwa emithonjeni ethembekile.

Lezi zibalo azinqanyulwa. Zingafingqwa ngale ndlela:

Amanani wokuguqulwa aphansi, noma ayanda futhi kuya ngomkhakha wakho. Ngakho-ke kufanele ugcine lokho engqondweni lapho wenza ukumaketha kokuqukethwe.

Kepha, ukumaketha kokuqukethwe kusetshenziswa kakhulu futhi kukhula njalo-futhi cishe wonke amabhizinisi athi ayasebenza.

Ngakho-ke ungalahli ithemba eliningi, futhi uzinikeze konke!

Ungabona uhlu lwami lwezinkomba ngezansi uma ufuna ukuqinisekisa izimangalo zami, noma vele ufunde kabanzi:

Ukumaketha kokuqukethwe

Okubhekwayo

BigCommerce ngamanani wokuguqula jikelele:
https://www.bigcommerce.com/blog/conversion-rate-optimization/#what-is-a-good-ecommerce-conversion-rate

I-Wolfgang Digital kusilinganiso sokuguqulwa esiguqukayo (siyenezela BigCommerce):
https://www.wolfgangdigital.com/kpi-2019/

Ukwethulwa kwamanani wokuguqula embonini:
https://www.growcode.com/blog/ecommerce-conversion-rate/

Idatha emisha evela ku-IRP commerce, esetshenziselwa i-1) amanani wokuguqulwa jikelele, 2) amanani wokuguqulwa ngumkhakha, kanye no-3) ukukhula kumanani wokuguqulwa:
https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx?Market=3

Ukuboniswa ngamaphesenti wamabhizinisi asebenzisa ukumaketha kokuqukethwe:
https://themanifest.com/digital-marketing/how-businesses-use-content-marketing

Isikhungo Sokumaketha Okuqukethwe I-B2B Yokuthengisa Okuqukethwe, ekusebenziseni kwe-B2B ukumaketha kokuqukethwe:
https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf

"Isimo sokungenela ngaphakathi" sikaHubhuthi (intshisekelo kokuqukethwe kwebhulogi neziteshi zokuqukethwe zevidiyo):
https://www.stateofinbound.com/?__hstc=20629287.2f2cf6f2c1f11a9df46ffe6375fed6e4.1579731830257.1579731830257.1579731830257.1&__hssc=20629287.1.1579731830260&__hsfp=645916085

Isimo sokukhangisa okuqukethwe kwe-Zazzle sika-2019 (ukusebenza ngempumelelo kwezokuxhumana komphakathi nokumaketha okuqukethwe jikelele):
https://www.zazzlemedia.co.uk/resources/content-marketing-survey-2019/