Kutheni ezinye iinkampani zeB2B zikhanya kumajelo eendaba ezentlalo ngelixa ezinye zisokola ukuba ziqatshelwe? Ubume bedijithali bubonelela ngamathuba amakhulu kwiifemu zeB2B ukwandisa ukufikelela kwazo kunye yeNtlalo kwiiNkampani zeB2B nokwakha ubudlelwane obuhlala ixesha elide ngokuzibandakanya kwimidiya yoluntu.
Imidiya yoluntu iyinto ebalulekileyo kwiinkampani zeB2B. Ayililo ijelo lothethathethwano nabathengi kwakhona; liqonga elinamandla lokwakha ulwazi ngebrendi, livelisa izikhokelo ezisemgangathweni, kunye nokukhuthaza unxibelelwano lobuchwephesha. I-LinkedIn, ngokukodwa, ibika ukuba i-89% yabathengisi be-B2B basebenzisa iqonga lesizukulwana esikhokelayo, ebonisa indima yeqhinga elidlalayo ekufikeleleni nasekubandakanyeni nabaphulaphuli abafanelekileyo.
Ukusetyenziswa ngokufanelekileyo kwemithombo yeendaba zentlalo kufuna indlela enencasa ehambelana namandla awodwa onxibelelwano lweB2B. Esi sikhokelo siphonononga ukuba iinkampani zeB2B zinokusebenzisa njani imidiya yoluntu ukukhulisa uphawu lwazo, ukunxibelelana nabathengi abanokubakho, kwaye baqhube iziphumo ezinentsingiselo.
Ukuqonda Abaphulaphuli
Kwi-B2B, abaphulaphuli ekujoliswe kubo ikakhulu baquka iingcali kunye nabenzi bezigqibo ngaphakathi kweenkampani. Aba bantu bahlala bekhangela izisombululo zokuphucula ukusebenza kweshishini labo, ukuphucula ukusebenza kakuhle, okanye ukufumana umda wokukhuphisana. Ngenxa yoko, izicwangciso ze-B2B zosasazo zoluntu kufuneka zihlangabezane neemfuno zobuchwephesha zabaphulaphuli, zibonelela ngolwazi oluxabisekileyo, iintsingiselo zeshishini, kunye nomxholo oqhutywa yidatha onokuzisa izigqibo zabo zoshishino.
Kwelinye icala, intengiso ye-B2C igxile kubaphulaphuli ababanzi babathengi abathile abasoloko bekhuthazwa yimidla yobuqu, iminqweno, yeNtlalo kwiiNkampani zeB2B kunye neemfuno zangoku. Aba baphulaphuli badla ngokubandakanyeka kumxholo owonwabisayo, onomtsalane, onomtsalane kunye nochukumisayo ngokwasemoyeni. Izicwangciso ze-B2C zihlala ziphakamisa ubungqina bentlalontle, i-influencer endorsements, kunye nokunyuswa ukubamba ingqalelo yabathengi kunye nokuqhuba ukuthengisa.
Imixholo yemixholo
Ubume bomxholo kwintengiso ye-B2B ihluke kakhulu kwi-B2C. Kwi-B2B, kugxilwe ekunikezeni umxholo wezemfundo, yeNtlalo kwiiNkampani zeB2B onolwazi, kunye noshishino oluthile olujongene nemingeni kunye neemfuno zamanye amashishini. Lo mxholo ujolise ekubekeni inkampani njengenkokeli yokucinga kunye nomcebisi othembekileyo ngaphakathi kwishishini layo.
Xa ucwangcisa umxholo wakho qala ngokudwelisa izinto ekujoliswe kuzo kwi-B2B zonke ezinokwabelana ngeentlungu zabo, inombolo yelayibrari yefowuni izisombululo kunye neziphumo ezifanelekileyo. Olu luhlu sisiqalo esihle sokuba uqalise ukucwangcisa izithuba malunga nezihloko ezifanelekileyo kubantu ofuna ukunxibelelana nabo.
Iiplatform ezidumileyo zeB2B
1. LinkedIn
Ilungele uThungelwano, ubuNkokheli beNgcinga, kunye nesiZukulwana esiKhokelayo
I-LinkedIn ayinakulinganiswa xa ifika kwintengiso ye-B2B. Ubuchwephesha bayo bokunxibelelanisa ubuchwephesha buyenza ibe yindawo yokuya kwiqonga lokunxibelelana neenkokeli zeshishini, abathengi abanokubakho, kunye namaqabane. Ngokwabelana ngamanqaku anengqiqo, kunye namaphepha amhlophe, ungabafumana njani ababhalisi bakayoutube simahla kunye nokubandakanya iingxoxo, iinkampani zeB2B zinokuzibeka njengeenkokeli zokucinga kwaye zivelise izikhokelo eziphezulu. Ngokomzekelo, ukujoliswa kwe-LinkedIn ephezulu ivumela amashishini ukuba afikelele kumashishini athile kunye neendawo zokuhlala ngokufanelekileyo. I-HubSpot igxininisa ukuba i-LinkedIn i-277% isebenza ngakumbi kwisizukulwana esikhokelayo xa kuthelekiswa ne-Facebook kunye ne-Twitter, igxininisa indima yayo ebalulekileyo kwiindlela zokuthengisa ze-B2B.
2. Twitter
Iluncedo kuNxibelelwano lweXesha lokwenyani, Iindaba zeShishini, kunye neNkxaso yoMthengi
I-Twitter iyagqwesa kunxibelelwano lwexesha lokwenyani, iyenza ibe sisixhobo esibalulekileyo sokuhlala uhlaziywa ngeendaba zeshishini kunye neendlela. Ivumela iinkampani ze-B2B ukuba zabelane ngohlaziyo idatha yase-usa olukhawulezayo, iminyhadala ye-tweet ephilayo, kwaye zithathe inxaxheba kwiincoko zeshishini. Ukongezelela, i-Twitter ibonelela ngeqonga lokusebenzisana ngokuthe ngqo kwabathengi, okwenza ukuba amashishini aphendule imibuzo kunye nokubonelela ngenkxaso ngokufanelekileyo. Inkampani ye-B2B inokusebenzisa i-Twitter ukwabelana ngohlaziyo lwexesha langempela ngexesha lokuqaliswa kwemveliso okanye imicimbi yoshishino, ukuphucula ukubandakanya kunye nokubonakala.
3. Facebook
Ilungile kulwakhiwo loLuntu kunye nokuBonisa iNkcubeko yeNkampani
Ngelixa ihlala inxulunyaniswa nentengiso ye-B2C, i-Facebook ibonelela ngeenzuzo ezibalulekileyo kwiinkampani ze-B2B, ngakumbi kulwakhiwo loluntu kunye nemiboniso yenkcubeko. Ngokusebenzisa amaPhepha e-Facebook kunye namaQela, amashishini anokuzibandakanya nabaphulaphuli ababanzi, yeNtlalo kwiiNkampani zeB2B abelane ngohlaziyo lwenkampani, kwaye aqaqambise inkcubeko yabo yentlangano. Eli qonga linceda ukwenza uphawu kunye nokukhuthaza uvakalelo loluntu phakathi kwabalandeli. Umcebisi we-B2B unokusebenzisa uFacebook ukuthumela malunga nemisebenzi yeqela okanye iinzame zeshishini loxanduva loluntu, ukunxibelelana kumgangatho wobuqu kunye nabaphulaphuli babo.
4. YouTube
Isebenza kwi-In-Depth Tutorials, iWebinars, kunye neeDemos zeMveliso
IYouTube ifanelekile kwiinkampani zeB2B ezifuna ukuhambisa ulwazi oluntsonkothileyo ngomxholo obonakalayo. Ilungile kumashishini ukuba afundise abaphulaphuli bawo kwaye abonise iminikelo yabo ngempumelelo. Umzekelo, inkampani yesoftware yeB2B inokudala uthotho lweYouTube ebonisa indlela yokusebenzisa iimpawu ezahlukeneyo zemveliso yabo, ibonelela ngomxholo obalulekileyo wemfundo ophucula ukuqonda kwabathengi kunye nokuzibandakanya.
Ukuqulunqa iSicwangciso seeNdaba zoLuntu seB2B
A. Ukumisela iiNjongo ezicacileyo
Ulwaziso lwebrand:
Ukwandisa ukubonakala kunye nokuseka ukuthembeka. Ukwakha ulwazi lwebrendi, gxila ekwabelaneni ngokungaguquguqukiyo, umxholo okumgangatho ophezulu obonisa ubuchule kunye nexabiso lebhrendi yakho. Oku kunokubandakanya ulwazi lweshishini, iindaba zenkampani, kunye namanqaku obunkokeli bokucinga. Bandakanya nabaphulaphuli bakho ngokuthatha inxaxheba kwiingxoxo ezifanelekileyo, kwaye usebenzise ii-hashtag ezinophawu ukwandisa ukubonakala. Hlala ubeke esweni ukukhankanywa kwebrendi kunye nengxelo ukuze uqonde imbono yoluntu kwaye uhlengahlengise isicwangciso sakho ngokufanelekileyo.
Isizukulwana esiKhokelayo:
Qhuba itrafikhi ukuya kumaphepha okuhla kwaye ubambe izikhokelo. Isizukulwana esikhokelayo esisebenzayo sibandakanya ukudala iifowuni ezinyanzelisayo kwisenzo (CTAs) kunye nomxholo oqhuba abasebenzisi kumaphepha akho okumisa. Sebenzisa intengiso ekujoliswe kuyo ukufikelela kubaphulaphuli bakho abafanelekileyo kwaye unikezele ngezixhobo ezixabisekileyo ezinje ngamaphepha amhlophe, izifundo zeemeko, okanye iiwebinars ngokutshintshiselana ngolwazi loqhagamshelwano. Landela umkhondo wemikhankaso yakho usebenzisa izixhobo zokuhlalutya ukucokisa indlela yakho kunye nokuphucula amazinga okuguqulwa.
Uthethathethwano lomThengi:
Yakha ubudlelwane kunye nokubonelela ngexabiso ngomxholo. Bandakanya nabaphulaphuli bakho ngokuphendula ngokukhawuleza kwizimvo kunye nemiyalezo, ucele impendulo, kunye nokudala umxholo osebenzisanayo onje ngee-poll okanye iiseshoni ze-Q&A. Yabelana ngomxholo obonelela ngexabiso lokwenyani, njengezikhokelo zendlela, uhlaziyo lweshishini, kunye namabali empumelelo yabathengi. Yazisa imvakalelo yoluntu ngokuqaqambisa umxholo oveliswe ngumsebenzisi kwaye uvume igalelo labaphulaphuli bakho.
Ngokumisela iinjongo ezicacileyo kunye nokulungelelanisa imizamo yakho yeendaba zoluntu kunye nezi njongo, unokwenza isicwangciso esijoliswe kunye nesisebenzayo se-B2B yentlalo yoluntu eqhuba iziphumo ezinokulinganiswa.
B. Ukuchonga isiseko soMthengi
Abantu abaThengi: Yila iiprofayili ezineenkcukacha zabo bathatha izigqibo.
Ukuphuhlisa i-personas yabathengi kubandakanya ukuqokelela kunye nokuhlalutya ulwazi malunga nabathengi bakho abafanelekileyo ukwenza iiprofayili ezineenkcukacha zabenzi bezigqibo eziphambili ofuna ukufikelela kuzo. Qala ngokuchonga amanani abantu abafana neminyaka, isini, isihloko somsebenzi, kunye nobukhulu benkampani. Ngena nzulu kwiinjongo zabo, imingeni, kunye nezinto abazikhethayo, kubandakanya iindawo zabo zentlungu, indlela yokuthenga, kunye neendlela zonxibelelwano ezikhethwayo.
Ngokomzekelo, ukuba ujolise kubaphathi abaphezulu be-IT, i-persona yakho inokubandakanya izinto eziphambili kwi-teknoloji yotyalo-mali, iintlungu eziqhelekileyo ezifana nemingeni yokudibanisa inkqubo, kunye neentlobo zomxholo abawudlayo, njengeeblogi zobugcisa okanye iingxelo zeshishini.
Ubuninzi babantu: Ubudala, isini, isihloko somsebenzi, ubungakanani benkampani.
Iinjongo: Yintoni abajonge ukuyiphumeza ngomsebenzi wabo.
Imingeni: Amanqaku entlungu kunye nemiqobo abajongene nayo.
Okukhethwayo: Imijelo yonxibelelwano ekhethwayo kunye neentlobo zesiqulatho.
Amacandelo oShishino: Gxininisa kumashishini athile okanye i-niches efanelekileyo kwimveliso okanye inkonzo yakho.