Ucwaningo lwakamuva lwe-Google lubonisa ukuthi abathengi abangaphezu kuka-90% bacwaninga ku-inthanethi ngaphambi kokuthenga futhi badlula ezindaweni eziningi zokuthinta ngaphambi kokwenza isinqumo. Izifundo ze-BrightLocal zibonisa ukuthi cishe abasebenzisi abangu-99% babheka izibuyekezo zedijithali ngesikhathi esithile ohambweni lwabo.
Idatha iyasiza ukuchaza ukuthi kungani i-funnel yesinqumo yakudala, esekelwe ezinyathelweni eziqondile nezibikezelwayo, ithathelwe indawo imodeli ebonakala ngemijikelezo eqhubekayo yokuthola, ukuhlola, nokukhetha.
URafael Somera, i-CEO ye Isixazululo Uchwepheshe ekuziphatheni kwabathengi kanye nokuba khona kwedijithali kwamabhizinisi endawo uthi isinqumo sokuthenga senzeka ngaphambi kokuxhumana kokuqala ngqo nenkampani. "Umthengi uthola uphawu esiteshini esisodwa, kodwa uya kwabanye ukuze aqinisekise ukuthi luthembekile yini, ukuthi luyasebenza yini, nokuthi abanye abantu bakhuluma kahle ngalo. Uma lokhu kuqinisekiswa kungenzeki, ukukhetha akuqini," usho kanje.
Isigaba sokuthola asisanciki kuphela ekukhangiseni noma ekubeni khona okubonakalayo. Izinjini zokusesha, amanethiwekhi omphakathi, amamephu, izimakethe, kanye namapulatifomu okuqukethwe sekuyindawo yokungena ngasikhathi sinye. Ucwaningo lwe-Google lubonisa ukuthi abathengi, ngokwesilinganiso, bashintsha phakathi kweziteshi ezintathu neziyisithupha ngesikhathi senqubo yokwenza izinqumo, okunciphisa ukusebenza kahle kwamasu agxile endaweni eyodwa kuphela yokubonakala.
Ngesikhathi sesigaba sokuhlola, ukuziphatha kuba nokuqonda okwengeziwe. Ulwazi oluyisisekelo olusesikhathini, izithombe zakamuva, izimpendulo kumazwana, kanye nokuvumelana kuzo zonke iziteshi kuthonya ngqo ukuthi inkampani ihlala isikhathi esingakanani ku-radar yomthengi. Idatha evela kumaphrofayili ebhizinisi le-Google ikhombisa ukuthi amakhasi aphelele angadala ukusebenzisana okuphindwe kathathu kunamaphrofayili angaphelele. "Akwanele ukutholakala. Inkampani idinga ukugcina ubukhona bayo lapho umthengi ebuya ukuzohlola," kuphawula uSomera.
Ukukhetha, ngakolunye uhlangothi, akuseyona ukuphela kwenqubo. Ukubuyekezwa, ukuphawula, kanye nezincomo kukhuthaza uhambo olusha futhi kukhulisa isisindo sedumela ledijithali. Ngokusho kweBrightLocal, ukwethemba ukubuyekezwa okuku-inthanethi, ezimweni eziningi, kusondela ezingeni lezincomo zomuntu siqu, okwenza ulwazi lwangemva kokuthenga lube yingxenye esebenzayo yomjikelezo wokwenza izinqumo.
Ezinkampanini, inzuzo eyinhloko yalolu hlobo olusha ilele ekhonweni lokubamba isidingo kulo lonke uhambo, hhayi nje kuphela ngesikhathi sokugcina. Isinyathelo sokuqala ukuqonda ukuthi umthengi ucwaninga kuphi, uqhathanisa, futhi uqinisekisa ulwazi, ukuqinisekisa izinga eliphansi lokuvumelana kulezi zindawo. "Ukuba khona kwedijithali namuhla akukhona ukuba yonke indawo, kodwa mayelana nokuba sendaweni efanele, ngedatha ethembekile nesesikhathini," kusho umphathi.
Uma kuqashwa izinkampani ezikhethekile, kufanele kugxilwe ekubekeni phambili izixazululo ezihlanganisiwe ezikwazi ukuhlanganisa ukubonakala, idumela, nokuqukethwe. Amasu ahlukene avame ukudala umsindo, ukwandisa izindleko, nokunciphisa ukusebenza kahle. "Izithembiso zemiphumela esheshayo ngaphandle kokulungiswa azikwazi ukuqhubeka. Umthengi uyabuya ukuze ahlole, futhi inkampani idinga ukulungela lokhu kubuyiselwa okuqhubekayo," usho kanje.
Esimweni sokuncintisana okuphezulu nokunaka okuhlakazekile, ukuqonda lo mjikelezo omusha akuseyona nje inzuzo yokuncintisana. Ezinkampanini zabo bonke ubukhulu, sekuyinto ehlobene ngqo nezinqumo zokuthenga, ukuphindaphinda kwebhizinisi, kanye nokusinda kwemakethe.
Ngokusekelwe kulokhu kuziphatha okusha, ezinye iziqondiso ezisebenzayo zisiza izinkampani ukuhlela ukuba khona kwazo, ukuhlola, kanye nokukhetha kwazo kulo lonke uhambo lwedijithali lomthengi.
URafael ucaphune amaphuzu amahlanu awusizo ezinkampanini ukuze zisebenzise i-funnel entsha yezinqumo zedijithali.
- Imephu lapho umthengi ethola khona inkampani.Ukuthola ukuthi yiziphi iziteshi ezisetshenziswa yizilaleli ukuqala usesho lwazo, njengezinjini zokusesha, izinkundla zokuxhumana, amamephu, noma izimakethe, kubalulekile ukuze uthole ulwazi oluthe xaxa ngenqubo yokwenza izinqumo.
- Qinisekisa ukuthi ulwazi luhambisana kuzo zonke iziteshi.Ukungafani kwekheli, amahora, izinsizakalo, noma ulwazi lokuxhumana kudala ukungathembani ngesikhathi sesigaba sokuhlola futhi kwenze buthaka inqubo yokwenza izinqumo.
- Phatha ukubuyekezwa njengengxenye yesu lokuthengisa.Izibuyekezo aziseyona nje imiphumela yokuthenga; zithinta ngqo izinqumo zesikhathi esizayo, zidinga ukuqapha njalo kanye nezimpendulo.
- Beka phambili ukuba khona njalo kunezenzo ezenziwa kanye kuphela.Ukutshalwa kwezimali okuhlukanisiwe kuvame ukulahlekelwa umphumela wako ngokushesha, kanti izinqumo zabathengi zihilela ukungena ngokulandelana.
- Ukufuna izixazululo ezihlanganisiwe zokuphatha uhambo lwedijithali.Uma kuqashwa izinkampani ezikhethekile, ikhono lokuhlanganisa ukubonakala, idumela, kanye nedatha emsakazweni owodwa kunciphisa izindleko futhi kwandisa ukusebenza kahle.
Ngokuguqula isinqumo sokuthenga sibe umjikelezo oqhubekayo, umthengi wedijithali uphakamise izinga mayelana nokuba khona kwezinkampani, ukuhambisana kwazo, kanye nedumela lazo.
Kulo modeli, ukutholakala akwanele; kuyadingeka ukugcina ukwethembana kulo lonke uhambo. "Umthengi uyabuka, aqhathanise, abuye, bese ekhetha kuphela. Noma ngubani oqonda lesi sigqi uqala ukuthonya isinqumo kusukela ekuqaleni kokuxhumana," uphetha.
