Ngaba uyazi ukuba i-83% yabathengisi be-B2B basebenzisa imidiya yoluntu ukunyusa ukubonakaliswa kwe-brand kunye ne-69% yokwandisa i-web traffic? (Umthombo: Iziko leNtengiso yoMxholo). Oku kugxininisa indima ebalulekileyo yeendaba zoluntu kwicandelo le-B2B, ukuyiguqula ukusuka kwindlela nje ukuya kwisixhobo esibalulekileyo sokuthengisa. Kweli xesha lanamhlanje ledijithali, amaqonga eendaba ezentlalo abaluleke kakhulu kwiinkampani zeB2B ezijolise ekukhuliseni ukubonakala, i-B2B esebenzayo ye-Social Media Campaign ukukhuthaza ubudlelwane bobuchwephesha, kunye nokwandisa ukufikelela kwabo kwintengiso. La maqonga anikezela ngamathuba awodwa kwiinkampani ukuseka ubunkokeli bokucinga, ukukhulisa ukubonakala kohlobo, kunye nokuzibandakanya nabaphulaphuli abajolise kubo ngempumelelo ngakumbi. Kwisizinda apho ukuthathwa kwezigqibo kuqhutywa uphando kunye nokusebenzisana, imidiya yoluntu ibonelela ngendawo engabalulekanga kwiinkampani zokubonisa ubuchule bazo kunye nokunxibelelana ngokuthe ngqo noontanga kunye nabathengi abanokubakho.
Le bhlog ijolise ekuxhobiseni abathengisi be-B2B ngolwazi olusebenzayo kunye nezicwangciso zokusebenzisa amandla eendaba zoluntu ngokufanelekileyo. Siza kuphonononga iindlela ezilungiselelwe ukwenza amaphulo eendaba ezentlalo e-B2B aqhuba uthethathethwano olunentsingiselo, okomeleza isizukulwana esikhokelayo, kunye nokwakha ubudlelwane obuzinzileyo beshishini. Zixhobise ngolwazi oluphangaleleyo kunye nezixhobo ezisebenzayo zokusebenzisa amandla aguqukayo eendaba zentlalo ukuhlangabezana kunye nokugqithisa iinjongo zakho zentengiso.
Ukuqonda iB2B Social Media Landscape
Intengiso ye-B2B yemidiya yoluntu ijongene nemingeni ekhethekileyo eyahluke kakhulu kwicandelo le-B2C. Umzekelo, imijikelo yokuthengisa inde, abaphulaphuli banomdla ngakumbi, kwaye umxholo uhlala ufuna inqanaba eliphezulu lolwazi lobugcisa. Oku kwenza uthethathethwano lobuchule kunye nonxibelelwano olujoliswe kuko lubaluleke kakhulu.
Xa kuqwalaselwa iiplatifomu, i-LinkedIn igqame njengelitye lembombo le-B2B yentengiso yemidiya yoluntu ngenxa yesiseko sayo i-B2B esebenzayo ye-Social Media Campaign sobuchwephesha benethiwekhi. I-Twitter, enobuchule bayo bonxibelelwano lwexesha lokwenyani, ikwadlala indima ebalulekileyo, ivumela amashishini ukuba abandakanyeke kwiincoko zeshishini kunye nobunkokeli bokucinga. Amanye amaqonga afana ne-Facebook kunye ne-Instagram anokusebenzela iinjongo ze-niche ngokuxhomekeke kubuninzi babaphulaphuli kunye neenkcukacha zeshishini.
Izalathisi eziphambili zokusebenza (KPIs) ze-B2B zemikhankaso yeendaba zoluntu ziquka imilinganiselo yokukhokela, amanqanaba okuzibandakanya (ukuthanda, izimvo, izabelo), amazinga okuchofoza, kunye namazinga okuguqulwa. Ezi metrics zinceda abathengisi ukuba balinganise ukusebenza kwezicwangciso whatsapp data zabo kwaye benze izigqibo eziqhutywa yidatha yokwandisa amaphulo abo. Ukuqonda le miba kuvumela abathengisi be-B2B ukuba bajonge imeko yemidiya yoluntu entsonkothileyo ngokufanelekileyo, beqinisekisa ukuba imiyalezo yabo ifikelela kubaphulaphuli abafanelekileyo ngempembelelo elungileyo.
Uphuhliso lweQhinga
Kwintengiso ye-B2B yemidiya yoluntu, uphuhliso lobuchule lubalulekile kwimpumelelo yamaphulo akho. Iqala ngokumisela iinjongo ezicacileyo; ukuchaza oko ujolise ekukufezekiseni ngemizamo yakho yemidiya yoluntu, nokuba kukuphucula ulwazi lophawu, ukuvelisa iinkokeli, okanye ukuqhuba ukuthengisa. Ezi njongo kufuneka zibe zizodwa, zilinganiseke, zifezekiseke, zifaneleke, kwaye zimiselwe ixesha (SMART), zibonelela ngesikhokelo esicacileyo semisebenzi yakho yokuthengisa.
Ukuchongwa kwabaphulaphuli lelinye inyathelo elibalulekileyo. Ukuqonda ukuba ngoobani abaphulaphuli ojolise kubo, kubandakanya abathathi-zigqibo abaphambili kunye nabaphembeleli kwishishini lakho, kubalulekile. Ngokutsho kwesifundo se-LinkedIn, i-80% ye-B2B ehamba phambili ivela kwi-LinkedIn, ebonisa ukubaluleka kweqonga ekufikeleleni abenzi bezigqibo kunye nabaphembeleli. Oku kubandakanya uphando oluneenkcukacha lwabantu, uhlalutyo lweshishini, kunye nokuchonga amaqonga apho aba bantu basebenza kakhulu. Ubuchwephesha obunjengokuhlalutya amanani abantu abalandelayo kwiiakhawunti ezikhoyo zemidiya yoluntu, ukuphonononga iziseko zabathengi, iindlela ezizezinye ze-mailchimp: phucula intengiso yakho ye-imeyile kunye neeforamu zeshishini lokubeka iliso kunokubonelela ngengqiqo ebalulekileyo kwizinto ozikhethayo kunye nokuziphatha kwabaphulaphuli bakho.
Ukucwangciswa komxholo kubalulekile ukulungelelanisa imisebenzi yakho yemidiya yoluntu kunye neemfuno zombini zabaphulaphuli kunye neenjongo zoshishino. Ikhalenda yomxholo eyakhiwe kakuhle ibalulekile ekuququzeleleni nasekucwangciseni izithuba ukuze kuqinisekiswe uthethathethwano olungaguqukiyo. Ngokutsho kweZiko leNtengiso yoMxholo, abathengisi abaququzelela iinzame zabo zokuthengisa umxholo kunye neekhalenda banamathuba angama-33% okuba baphumelele. Le khalenda kufuneka ibonise imicimbi ephambili yoshishino, ukuqaliswa kwemveliso, kunye neminye imihla ebalulekileyo, evumela umxholo weqhinga oqhuba intsebenziswano kunye nokuxhasa iinjongo zakho zokuthengisa. Ngokucwangcisa ngobuchule umxholo, abathengisi beB2B banokuqinisekisa ukuba iinzame zabo zosasazo lwentlalo zijolise kwaye ziyasebenza, zikhuthaza unxibelelwano olunentsingiselo kunye nabaphulaphuli ngelixa beqhuba ishishini labo.
Ukudalwa koMxholo kubaphulaphuli beB2B
Ukudalwa koMxholo kubaphulaphuli beB2BNgaba usebenzisa amandla apheleleyo omxholo wakho we-B2B yemidiya yoluntu? Kwimeko yanamhlanje yokhuphiswano, ukuthumela ngokulula akwanelanga; isicwangciso sakho kufuneka sihambelane nabaphulaphuli abaqeqeshiweyo ukwenza impembelelo yokwenene. Nazi izinto ezibalulekileyo onokuthi uzibandakanye kwisicwangciso sakho semithombo yeendaba ye-B2B ukuze uqinisekise ukuba umxholo wakho awufikeleli nje kuphela kodwa ubandakanya iingcali zeshishini ngempumelelo:
Iindidi zomxholo : Phonononga impembelelo yeefom ezahlukeneyo zomxholo we-B2B ezifana namaphepha amhlophe, izifundo ze-case, kunye nee-webinars, ezaziwa ngokusebenza kwazo ekuboniseni ubuchule kunye nexabiso kubalingane boshishino.
Ithoni kunye nesimbo : Gcina ithoni yobungcali kuwo wonke umxholo, uqinisekise ukuba udibana nabaphulaphuli abanolwazi kunye neengcali, ubonisa ulwazi olunzulu lweshishini lakho kunye nobungcali.
Izinto ezibonwayo kunye neMultimedia :
Ukwandisa ukubonwa, i-infographics, kunye neevidiyo ukudiliza ulwazi olunzima, lula ukusetyenziswa lula, idatha yase-usa kunye nokuphucula ukubandakanya kwiiplatifomu apho i-media ecebileyo yenza kakuhle, njenge-LinkedIn kunye ne-Twitter.
Amaqhinga Othethathethwano
Ukwandisa ukubandakanyeka kwi-B2B yokuthengisa imidiya yoluntu kufuna okungaphezulu kokuthumela umxholo; ibandakanya ukwakha uqhagamshelwano olunentsingiselo kunye nokukhuthaza uluntu olusebenzayo. Ngokutsho kwe-LinkedIn, amashishini asebenzisana rhoqo noluntu lwawo abona ukunyuka kwe-50% ekuthembekeni kwabathengi. Nantsi indlela yokusebenzisa amaqhinga othethathethwano ngokufanelekileyo:
Ulwakhiwo loLuntu :
Hlakulela uluntu olukwi-intanethi olomeleleyo ngokunxibelelana rhoqo nabalandeli bakho. Zibandakanye kwiingxoxo, wabelane ngohlaziyo olufanelekileyo, kwaye uphendule ngokukhawuleza kwizimvo ukugcina uluntu lwakho lusebenza kwaye lunxibelelene. Olu nxibelelwano luqhubekayo alugcini nje ukugcina abaphulaphuli bakho bebandakanyeka kodwa komeleza ubukho bophawu lwakho kushishino.
Ukusebenzisana kwabaThengi : Beka umba ophambili ekuphenduleni imibuzo yabathengi kunye nengxelo kwiiplatifti zoluntu. Iimpendulo ezifike ngexesha nangengcinga zinokuphucula kakhulu ubudlelwane kunye nokuthembela kwabathengi, zibonisa ukuzibophelela kwebhrendi yakho ekwanelisekeni kwabathengi kunye nenkxaso.
Iimpawu ezibukhoma : Thatha ithuba lokudlala bukhoma kunye neeseshini zexesha lokwenyani ze-Q&A kumaqonga afana ne-LinkedIn kunye ne-Twitter. Olu nxibelelwano luphilayo lubonelela ngendlela eguquguqukayo yokuzibandakanya ngokuthe ngqo nabaphulaphuli bakho, ukubanika ulwazi lwexesha lokwenyani kunye nokukhuthaza unxibelelwano olunzulu.
Ukudibanisa ezi zicwangciso kumaphulo akho eendaba zosasazo ze-B2B kunokutshintsha indlela onxibelelana ngayo nabaphulaphuli bakho, uqhube ukuzibandakanya okukhulu, ukukhuthaza ukuthembeka, kunye nokwandisa intembeko yophawu lwakho kwindawo yentengiso yedijithali.
Ukusetyenziswa kwezicwangciso-qhinga zeMedia Media eziHlawulweyo
Ukusebenzisa ubuchule beMedia Media eziHlawulweyo_Ukusetyenziswa kwezicwangciso zemidiya yoluntu ezihlawulelwayo ngokufanelekileyo kunokwandisa kakhulu imizamo yakho yokuthengisa iB2B. Nantsi indlela yokwenza uninzi lotyalo-mali lwakho:
Iintengiso kunye nokuThagetha : Ukusebenzisa iintengiso ezihlawulwayo kwiiplatifti ezifana ne-LinkedIn, apho i-B2B intsebenziswano ininzi, ikuvumela ukuba ujolise ngokuthe ngqo kwii-demographics eziphambili. Iinketho zokujolisa eziphucukileyo zikuvumela ukuba ufikelele kubenzi bezigqibo ngesihloko somsebenzi, ishishini, ubungakanani benkampani, kunye nomdla, ukuqinisekisa ukuba umxholo wakho ufikelela abona baphulaphuli bafanelekileyo. Ngokwengxelo ye-HubSpot, amashishini asebenzisa iindlela zokujolisa eziphambili kwiintengiso zabo abona ukuya kuthi ga kwi-200% yokunyuka kwamazinga okuguqulwa.
Ukubuyisela kwakhona amaqhinga :
Ukubuyisela kwakhona sisixhobo esinamandla sokubandakanya abasebenzisi abaye basebenzisana nomxholo wakho ngaphambili kodwa abazange baguqule. Ngokuthumela iintengiso eziphinda zijonge, unokukhumbuza aba i-B2B esebenzayo ye-Social Media Campaign banokuba ngabathengi ngeenkonzo okanye iimveliso zakho, ukwandisa amathuba okuguqulwa. Uphononongo lubonisa ukuba ukubuyisela ukubuyisela kunokonyusa impendulo yentengiso ukuya kuthi ga kwi-400%, iyenze ibe yindlela esebenza kakhulu yokuphucula uguqulo kwintengiso ye-B2B.
Ukuphumeza ezi zicwangciso zemidiya yoluntu ezihlawulweyo kunokukunceda ukuba ufikelele kubaphulaphuli ababanzi ngokufanelekileyo, uqinisekise ukuba ibhajethi yakho yokuthengisa ichithwa ekubandakanyekeni abo banokuguquka babe ngabathengi.
Uhlahlelo kunye neNdlela yokuHlola yokuSebenza:
Ukuphucula izicwangciso zakho ze-B2B zosasazo lwentlalo ngokuhlalutya ngenkuthalo kunye nokucokisa rhoqo kubalulekile ukugcina unxibelelwano kunye nokuqhuba i-ROI:
Ukubeka iliso kokuSebenza : Ukusebenzisa izixhobo ezomeleleyo ezifana ne-Google Analytics kunye nokuqonda kweqonga lemveli kubalulekile ekulandeleleni ukusebenza kwamaphulo akho eendaba zoluntu. Ezi zixhobo zibonelela ngeemetrics ezineenkcukacha malunga nothethathethwano, ukufikelela, kunye noguqulo, zikwenza ukwazi ukubona ukuba yintoni esebenzayo nengasebenziyo.
Uhlalutyo lwesenzo : Ukutolika idatha eqokelelwe kumaphulo akho kuvumela ukwenza izigqibo ezinolwazi. Ngokomzekelo, ngokuhlalutya ukuba zeziphi iintlobo zezithuba ezenza olona nxibelelwano luninzi okanye lukhokelela, unokwenza isicwangciso somxholo wakho ukuphindaphinda le mpumelelo. Ngokophononongo, amashishini asebenzisa i-analytics ekwenzeni izigqibo anamathuba aphindwe kabini okunika ingxelo yokuphuculwa okubalulekileyo ekusebenzeni.
I-Case Studies : Ukuphonononga izifundo zemikhankaso ye-B2B yeendaba zoluntu eziphumeleleyo zinokunika ulwazi oluxabisekileyo kunye nezinto ezithathwayo. Ngokomzekelo, inkampani ye-B2B inokwabelana ngesifundo se-case malunga nendlela i-LinkedIn ekujoliswe kuyo umkhankaso wokukhangisa ubangele ukwanda kwe-50% kwisizukulwana esikhokelayo. Le mizekelo yelizwe lokwenyani ibonelela ngezifundo ezisebenzayo malunga nokuba zeziphi na izicwangciso ezinokusebenza ngcono kumashishini afanayo.
Le ndlela eqhutywa kuhlalutyo iqinisekisa ukuba iinzame zakho zemidiya yoluntu azikho nje zicwangcisiweyo, kodwa zikwaguquguquka, kukuvumela ukuba uqhubeke nokucokisa izicwangciso zakho zeziphumo ezingcono.