Kwixesha ledijithali lanamhlanje, i-87% yabathengisi basebenzisa iindlela zedijithali ukubonelela umxholo kubaphulaphuli babo! Amashishini adibana kwiNtengiso yeDijithali Cinga ngako-phantse abasithoba kwabalishumi abachwephesha bangena kwizixhobo zedijithali ukubamba ingqalelo, ukubandakanya iingqondo, kunye nokuqhuba ukukhula. Intengiso yedijithali ayiyonto nje enye kuhlahlo lwabiwo-mali; yindawo yedabi apho amashishini alwela ukongama.
Nangona kunjalo, kubaluleke kakhulu, ukuhamba kulo mhlaba wedijithali kuza nesabelo semingeni. Ukusuka ekucaciseni umhlaba ogcwele i-jargon ye-SEO ukuya kubuchule bokuzibandakanya kwimidiya yoluntu, amashishini asilweli nje ukubonwa kodwa ukuva. Oku akukho malunga nokuphosa umxholo kwi-void-oku malunga nokwenza uqhagamshelwano olunentsingiselo olujike ucofe lube ngabathengi.
Sijoyine njengoko sintywila kwimiqobo eqhelekileyo wonke umntu ojongana nomthengisi wedijithali kwaye akuxhobise ngezicwangciso zokutsiba phezu kwayo. Ngaba ukulungele ukuguqula le mingeni ibe yinzuzo yakho yokhuphiswano? Masiqalise!
Ukuchonga imingeni yeNtengiso yeDijithali eqhelekileyo
Kwihlabathi elikhawulezayo lokuthengisa idijithali, amashishini ajongene nemingeni emininzi enokuthi ibe nefuthe elikhulu ekukhuleni kwabo kunye nokukhuphisana. Nokuba ihlala ihambelana nobuchwepheshe obuguquka ngokukhawuleza, ivelisa i-traffic eyaneleyo kunye nezikhokelo, ukudala umxholo obandakanyekayo, ukulawula uhlahlo lwabiwo-mali ngokufanelekileyo, okanye ukulinganisa ngokuchanekileyo ukusebenza kwamaphulo okuthengisa, le miqobo ixhaphakile kwaye ineziphumo ezinkulu.
Ngaba ubusazi ukuba ngokwengxelo ye-HubSpot yowama-2020, iipesenti ezingama-63 zamashishini achonge ukuvelisa itrafikhi kwaye kukhokele njengomngeni wawo wokuthengisa? Olu gcino-manani luqaqambisa ukufana kwalo mba kwaye lugxininisa imfuneko ebalulekileyo yokuba amashishini aphuhlise amaqhinga okuthengisa edijithali aqinileyo ukuze aphumelele. Ukoyisa le mingeni ayikokusinda nje kuphela; imalunga nokuxhamla kwamathuba okugqwesa abo bakhuphisana nabo kunye nokuqinisa ubukho bakho kwimarike.
Ukuqonda le miqobo nzulu kunye uluhlu lweenombolo zefowuni ezichanekileyo nokuqonda ukubaluleka kokuyiqhuba ngempumelelo kubalulekile kulo naliphi na ishishini elijolise ekuxhaseni ukuthengiswa kwedijithali ngokufanelekileyo.
Ukuhambelana noTshintsho lobuchwephesha:
Itekhnoloji iguquka ngokukhawuleza, kwaye izicwangciso zentengiso yedijithali kufuneka ziqhubeke. Izixhobo ezitsha, iiplatifti, kunye ne-algorithms zihlala ziziswa, nganye ifuna indlela eyahlukileyo yokwandisa impembelelo. Kumashishini amaninzi, olu tshintsho lukhawulezayo lunokwenza kube nzima ukuqinisekisa ukuba izicwangciso zabo zihlala zisebenza. Enyanisweni, i-62% yabathengisi bayavuma ukuba ukuziqhelanisa nemeko yedijithali ekhawulezayo yenye yeengxaki zabo ezinkulu (Umthombo: HubSpot, 2023). Ukuhlala ngaphambi kolu tshintsho kufuna ukuqhubeka nokufunda, ulinge, kwaye, rhoqo, ukuzimisela ukwenza izicwangciso ngokukhawuleza ukulungelelanisa neendlela ezivelayo.
Ukuvelisa iTrafikhi kunye neeNkokeli:
Ukutsala abatyeleli kunye nokuziguqulela kwiinkokeli kuhlala kungumngeni ongapheliyo kumashishini amaninzi. Ngezigidi zomxholo opapashwa mihla le, ukubamba ingqalelo kulucelomngeni kunangaphambili. Ngokutsho kophando olwenziwa nguBrightEdge, i-68% yamava e-intanethi aqala nge-injini yokukhangela, ebonisa ukubaluleka kwe-SEO ekuveliseni i-organic traffic. Nangona kunjalo, i-SEO yodwa ayanele; amashishini nawo afuna umxholo onyanzelisayo, isicwangciso esiluqilima seendaba zoluntu, kunye namaphulo eentengiso asebenzayo ukuqhuba ukugcwala kwendawo ekujoliswe kuyo. Ukuzabalaza ukuvelisa i-traffic engaguqukiyo kunokukhokelela kukhokelo olumbalwa, okuchaphazela ukukhula kweshishini ngokubanzi.
Ukuvelisa umxholo obandakanyayo:
Ukudala umxholo obandakanya ngokwenene abaphulaphuli kulula ukuthetha kunokukwenza. Kulwandle lolwazi, ukuma ngaphandle kufuna ubuchule, ukufaneleka kunye nomgangatho. Ngokutsho kweZiko leNtengiso yoMxholo, i-60% yabathengisi bakufumanisa kunzima ukuvelisa umxholo obandakanya ngokufanelekileyo abaphulaphuli babo. Isitshixo silele ekuqondeni oko abaphulaphuli ekujoliswe kubo bafumana umxholo oxabisekileyo kunye nobuchule bobuchule obuthetha ngokuthe ngqo kwiimfuno zabo, iintlungu, okanye umdla. Oku kuthetha ukwenza uphando rhoqo lwabaphulaphuli, hlala uncokola amandla akho omthumeli omtsha kusetyenziswa ubuchule bokubalisa amabali, kunye nokubandakanya iifomathi ezahlukeneyo zomxholo-njengeevidiyo, iiblogi, kunye ne-infographics-ebonelela kwizinto ezahlukeneyo ezikhethwayo.
Ulawulo lohlahlo lwabiwo-mali:
Ukuthengiswa kweDijithali kunokunciphisa iindleko, kodwa kukwafuna ukulawulwa kwebhajethi ngononophelo ukuze kuqinisekiswe imbuyekezo ephezulu kutyalo-mali (ROI). Amashishini ahlala esokola ekwabeleni uhlahlo lwabiwo-mali lwawo kuwo onke amajelo ahlukeneyo, ukusuka kwi-pay-per-click (PPC) iintengiso ukuya Amashishini adibana kwiNtengiso yeDijithali kwintengiso yomxholo kunye namaphulo eendaba ezentlalo. Uphando olwenziwa nguGartner lufumanise ukuba uhlahlo lwabiwo-mali lwentengiso njengepesenti yengeniso yenkampani lwehle ukusuka kwi-11% ngo-2020 ukuya kwi-6.4% ngo-2021, kunyanzele amashishini amaninzi ukuba enze okungakumbi ngokuncinci (Umthombo: Gartner, 2021). Umceli mngeni kukulungelelanisa inkcitho kuwo onke amajelo avelisa ezona zikhokelo kunye noguqulo ngeli lixa sizama amaqhinga amatsha anokuvelisa iziphumo ezingcono kwixesha elizayo.
Umlinganiselo wokuSebenza:
Ukulandelela kunye nokuhlalutya ukusebenza kwamaphulo okuthengisa idijithali kunokuba nzima kwaye kudle ixesha. Ngamatshaneli amaninzi kunye neemetrics zokubeka iliso, ukusuka kwiwebhusayithi yetrafikhi ukuya kumazinga okuguqulwa kunye nokuzibandakanya kwimidiya yoluntu, idatha yase-usa kulula ukulahleka kwidatha. Ingxelo ye-eMarketer ibonise ukuba i-54% yabathengisi bacinga ukubonisa i-ROI yemisebenzi yabo yokuthengisa umngeni wabo omkhulu (Umthombo: eMarketer, 2022). Isitshixo ekoyiseni lo mqobo kukumisela iinjongo ezicacileyo kwasekuqaleni, usebenzisa izixhobo zokuhlalutya ukuqokelela iingqiqo ezinokuthathwa, kunye nokugxila kwiimetriki ezibaluleke kakhulu kwiinjongo zoshishino.
Ngokuqonda kunye nokujongana nale mingeni iqhelekileyo yokuthengisa idijithali, amashishini anokuzibeka kwimpumelelo kwindawo ekhulayo yokhuphiswano. Ukuziqhelanisa neteknoloji, ukudala umxholo onyanzelisayo, ukulawula uhlahlo lwabiwo-mali ngobulumko, kunye nokulinganisa ukusebenza ngokufanelekileyo zonke ziyinxalenye ebalulekileyo yesicwangciso sokuthengisa idijithali.
Amaqhinga okuNyisa imingeni yeNtengiso yeDijithali
Ngaba uyazi ukuba i-63% yamashishini afumana i-traffic evelisayo kwaye ikhokelela ekubeni ngumngeni wabo omkhulu wentengiso yedijithali? (Umthombo: HubSpot, 2023). Kwaye yincam nje ye-iceberg! Ukusuka ekuhambisaneni netekhnoloji eqhubekayo ukuvelisa umxholo obandakanyekayo onqumla kwingxolo, imiqobo kwintengiso yedijithali inokuziva ingenasiphelo. Kodwa nantsi into: wonke umceli mngeni lithuba lokuzifihla. Undoqo kukwazi indlela yokuguqula loo miqobo ibe ngamatye okuchasa. Nokuba kukucokisa amaqhinga esizukulwana sakho esikhokelayo okanye ukuqonda kakuhle ulwabiwo lohlahlo lwabiwo-mali, izicwangciso ezichanekileyo zinokwenza wonke umahluko. Masingene kulwazi olusebenzayo olunokukunceda ukuba ungapheleli nje ekuwoyiseni le mingeni kodwa uphumelele kwihlabathi elikhawulezayo lentengiso yedijithali.
Ukwamkela iTekhnoloji kunye noTshintsho:
Ukuhlala phambili kwiindlela zokuthengisa zedijithali kufuna ukuzinikela ekufundeni okuqhubekayo kunye nokulungelelanisa. Zibandakanye kwiiwebinars, izifundo ze-intanethi, kunye neenkomfa zeshishini ukuze uhlale unolwazi malunga nezixhobo ezitsha kunye namaqonga. Landela abaphembeleli abaphambili kunye Amashishini adibana kwiNtengiso yeDijithali neenkokeli zokucinga kumajelo eendaba ezentlalo ukuze ufumane ulwazi malunga neendlela ezivelayo. Uphononongo olwenziwa yi-Salesforce lubonisa ukuba i-84% yabathengisi bazibophelele ekugcinweni kwezinto ezintsha zobuchwepheshe bokuthengisa (Umthombo: Salesforce, 2022). Utyalo-mali kwizixhobo zokuthengisa eziqhutywa yi-AI, i-automation, kunye nokufunda koomatshini kunokukunceda ukuba uqikelele iintsingiselo, umxholo wobuqu, kunye nokuphindaphinda imisebenzi, ukukhulula ixesha locwangciso lobuchule.
Ukuphucula ubuChwephesha bokuVelisa iNkokeli:
Ukuphucula isizukulwana esikhokelayo kubandakanya ukwenza ngcono amajelo amaninzi kunye namaqhinga okutsala abakhokheli abasemgangathweni. Qala ngokuphucula imizamo yakho ye-SEO-chonga amagama angundoqo asebenzayo, uhlaziye umxholo wewebhusayithi rhoqo, kwaye ulungise amaphepha okumisa ukuze aguqulwe. Ngokutsho kwe-HubSpot, amashishini abeka phambili ukubhloga anamathuba e-13 amathuba okufumana i-ROI enhle (Umthombo: HubSpot, 2023). Sebenzisa amaqonga eendaba ezentlalo ngobuchule ngokuzibandakanya nabasebenzisi, usebenzisa iintengiso ezihlawulelwayo ukujolisa kubaphulaphuli abathile, kunye nokukhuthaza intsebenziswano yempembelelo ukonyusa ulwazi lophawu kunye nokufikelela kubathengi abanokubakho. Qinisekisa ukuba i-call-to-action (CTA) yakho icacile kwaye iyanyanzelisa ukuqhuba abasebenzisi ekuguquleni.
Umxholo nguKumkani:
Ukudala isicwangciso somxholo owomeleleyo kubalulekile ekubandakanyeni abaphulaphuli bakho. Yahlula iifomathi zomxholo Amashishini adibana kwiNtengiso yeDijithali wakho ukubandakanya iibhlog, iividiyo, iipodcasts, iiwebinars, kunye ne-infographics. Ngokutsho kweZiko leNtengiso yoMxholo, i-72% yabathengisi bathi ukuthengiswa komxholo kwandisa ukubandakanyeka (Umthombo: Iziko leNtengiso yoMxholo, ngo-2023). Qinisekisa ukuba umxholo wakho ulungelelaniswe nezinto ezikhethwa ngabaphulaphuli bakho kunye nokuziphatha, ugxininise kwizihloko ezijongana neentlungu zabo okanye ezinikezela ngezimvo ezizodwa. Sebenzisa ubuchule bokubalisa amabali ukwenza umxholo udibane kwaye ukhumbuleke. Hlaziya rhoqo isicwangciso sakho somxholo ngokusekelwe kwiimetriki zokusebenza kunye nempendulo yabaphulaphuli.
Ukwabiwa koHlahlo-lwabiwo-mali kunye noLungiso lwe-ROI:
Ukwaba ibhajethi yakho yokuthengisa ngokufanelekileyo kubalulekile ekwandiseni imbuyekezo kutyalo-mali (ROI). Sebenzisa ukuthathwa kwezigqibo okuqhutywa yidatha ukumisela indawo oza kuyityala kuyo ngeyona mpembelelo iphezulu. Izixhobo ezifana ne-Google Analytics, i-HubSpot, kunye ne-SEMrush inokubonelela ngengqiqo apho amajelo asebenza kakuhle. Ingxelo evela kuGartner icebisa ukuba ukusebenzisa iindlela eziqhutywa yidatha kunokunyusa i-ROI yokuthengisa ukuya kuthi ga kwi-20% (Umthombo: Gartner, 2023). Ukuphonononga rhoqo kwaye ulungelelanise uhlahlo lwabiwo-mali olusekelwe kwidatha yokusebenza, kwaye ubeke phambili imisebenzi ephezulu ye-ROI efana nokuthengisa i-imeyile kunye nemikhankaso yokukhangela ehlawulweyo. Misela ii-KPI ezicacileyo kwaye ulandele iziphumo zokuqinisekisa ukuba yonke idola echithiweyo inegalelo kwiinjongo zakho zokuthengisa.