Zitholele kulokhu kuqeqeshwa kwe-Google ukuthi amabhizinisi angaheha kanjani amakhasimende amaningi ku-inthanethi. Ubuye achaze ukuthi ungayithuthukisa kanjani i-search engine optimization (SEO) nokusebenzisa ukukhangisa ku-inthanethi (SEM) ukwandisa ukuthengisa nokubonakala.
Uzofunda ukuthi ungaqoqa kanjani, uhlaziye futhi uguqule idatha yomthengi ibe imininingwane esebenzisekayo usebenzisa i-Google Analytics. Isifinyezo sezimiso eziyinhloko ezishiwo ekuqeqeshweni esihlokweni esingezansi.
I-Google Analytics yenzelwe bani, ngani?
I-Google Analytics iyithuluzi lokulandelela elakhiwe i-Google eliqoqa futhi linikeze ulwazi olubalulekile mayelana namawebhusayithi. Uhlelo olunamandla lwezibalo olusiza amawebhusayithi nezinhlelo zokusebenza zeselula ukuthi ziqonde ukusebenza kwazo nokuthi abasebenzisi bazisebenzisa kanjani lezi zinkundla.
Esikhathini se-inthanethi yedijithali, ukukhiqiza ithrafikhi efanelekayo nokuguqula umkhondo kuyinselele kubantu abaningi. Ukuze unqobe le nselele, kuyadingeka ukwazi ukulandelela nokukala idatha ehlobene nokusebenza kwewebhusayithi yayo.
Inikeza imibiko eminingi enemininingwane eminingi, i-Google Analytics iyindlela engcono kakhulu yokuthola ulwazi olufanele noluwusizo mayelana newebhusayithi yakho.
Ukufunda kabanzi nge-Google Analytics nezici zayo eziningi kuyisinyathelo esifanelekile. Isixhumanisi sokuqeqeshwa kwe-Google ngemva nje kwesihloko. Njengenhlalayenza ungafinyelela kuyo mahhala.
Ubani ongasebenzisa i-Google Analytics?
I-Google Analytics itholakala kuwo wonke umuntu, amabhizinisi nezinhlangano ku-inthanethi.
Ukuze usebenzise i-GA, udinga i-akhawunti ye-Google. Ngemva kwalokho, uzokwazi ukufaka ngempumelelo, ukulungisa, ukuphatha nokusebenzisa i-Google Analytics.
Kuye ngenguqulo yesofthiwe oyikhethayo, unganquma ukuthi iyiphi idatha oyidingayo ukuze uthuthukise ubukhona bakho be-inthanethi nokusebenza kwakho.
Ngamanye amazwi, i-Google Analytics ilungele labo abafuna:
- Linganisa futhi uhlaziye ukusebenza komkhiqizo wabo futhi uthole ukuthi yini esebenzayo nengasebenzi.
- Thola izixazululo zezinkinga zesayithi labo, lihlole futhi ulithuthukise.
Ndawonye, amathuluzi okulinganisa enziwe atholakala anikeza izimpendulo ezicacile emibuzweni eminingi abanikazi besayithi abavame ukuyibuza, njenge:
– Bangaki abantu abavakashela isayithi?
- Yini ebakhangayo futhi bazulazula kanjani kusayithi?
- Yimaphi amathuluzi abavakashi abawasebenzisayo futhi bavelaphi?
- Bangaki kulaba basebenzisi abavela kozakwethu abahlukene?
- Imaphi amaphesenti amakhasimende athenge ngokusekelwe kuma-imeyili awatholile?
- Singakanani isikhathi abasebenzisi abasichitha belanda iphepha elimhlophe elinikeziwe?
- Yimiphi imikhiqizo namasevisi ayinhloko asebenza kahle kakhulu ezithamelini oziqondise?
- Njalo njalo.
I-Google Analytics iyisikhali esibalulekile ngempela salabo abafuna ukuthuthukisa iwebhusayithi yabo. Ngikweluleka ngokuqinile ukuthi uqale ukuqeqeshwa kwe-Google ngokushesha ngemva kokufunda kwakho. Ukwazi amathuluzi e-Google ahlukene kuzokusiza kakhulu, noma ngabe iphrojekthi yakho injani.
Yini i-Google AdWords?
Ngaphambi kokukhuluma ngezikhangiso ze-Google, kuyadingeka ukuxoxa kafushane nge-SEO nokukhangisa, ngoba abantu abaningi badida le mibono emibili.
Igama lokuqala i-SEO lisho ukwenziwa ngcono kobukhona bakho futhi liqoke isethi yamasu okuhloswe ngawo ukuthuthukisa izindawo zakho emiphumeleni ephilayo yezinjini zokusesha ezahlukahlukene (i-Google, i-Bing, i-Yahoo, njll.).
I-SEA yesibili ikhathaza ukukhangisa okukhokhelwayo ezinjinini zokusesha: kwa-Google, izikhangiso ziboniswa ngokuya ngemiphumela yosesho yabasebenzisi be-inthanethi abathi, ngenkundla ye-Adwords, bakhethe amagama angukhiye abafisa ukuwaqondisa. Intengo incike enanini lezikhathi isikhangiso esivela ngazo emiphumeleni yosesho kanye nenani lokuchofoza.
Izinzuzo zokukhangisa ku-Google
Ukukhomba okungcono
Uma ukhangisa ku-Google, ungalindela ukuthi isikhangiso sakho sivele ekhasini lokuqala lenjini yokusesha nangaphezulu kwemiphumela yosesho lwemvelo. Lokhu kwenza Izikhangiso ze-Google zibe yithuluzi eliphelele uma ufuna ukuthuthukisa amazinga akho.
Finyelela abantu abengeziwe
Njengoba izibalo zibonisa, enye yezinzuzo zokukhangisa ku-Adwords yikhono lokufinyelela izethameli ozihlosile. Izinombolo zibonisa amandla nomthelela we-Google emhlabeni jikelele.
- I-Google iyinjini yokusesha ehamba phambili emhlabeni futhi inesabelo semakethe esingaphezu kuka-90% eFrance.
- I-Adwords iyikhambi lokukhangisa elisetshenziswa kakhulu.
- Kunabasebenzisi be-inthanethi abayizigidi ezingu-44,7 e-France (ngokusho kwe-Google).
- Ukuvakashelwa kwezigidi ezingu-16,2 ngosuku eFrance.
- Izivakashi eziyizigidi ezingama-40,6 ngenyanga eFrance.
- Abasebenzisi abahlukile abayizigidi ezingama-34,8 ngenyanga kumadivayisi eselula eFrance.
- 5,5 billion imibuzo yosesho ngosuku ku-Google.
- 167 billion imibuzo yosesho ngenyanga ku-Google.
- Ngaphezulu kuka-50% wokusesha kwenziwa kumadivayisi eselula.
Njengoba iningi lethrafikhi yokukhangisa ye-Google ivela kubasebenzisi beselula, ngokubonisa izikhangiso ku-Adwords uqondisa ngokuzenzakalela abasebenzisi beselula.
Imbuyiselo esheshayo ekutshalweni kwezimali
Enye yezinzuzo eziyinhloko zokukhangisa ku-inthanethi (ngokungafani namasu esikhathi eside njenge-SEO) ukuthi ingalinganiswa cishe ngokushesha. Njengoba izindlela zokupheka zokuqala zaziwa ngokushesha ngemva kokushicilelwa, amasu angashintshwa ngokushesha okukhulu.
Kusukela emahoreni angama-24 ngemuva kokushicilelwa, ungakala ukusebenza kwezikhangiso zakho ngokuchofoza, okuvelayo nokuguqulwa futhi ubone imiphumela yokuqala.
Ukukhangisa kwe-Adwords kungase futhi kube ithuluzi lokuxhumana elisebenzayo lokwethulwa kwemikhiqizo emisha noma amasevisi kanye naphakathi nemikhankaso yesizini.
Yebo futhi futhi zifundise kahle ngaphambi kokusebenzisa imali yakho. Ukuqeqeshwa kwe-Google okuyisixhumanisi esingezansi kwekhasi kubalulekile kuwe. Kujabulele, kumahhala.
Khokhela kuphela lokho okusebenzayo
Uma udala isikhangiso ku-Google Adwords, ungakhetha isu lokubhida (CPC, CPM, CPP nokunye).
Uma othile engazange achofoze esikhangisweni sakho, asibone, futhi angenzi lutho kusayithi lakho ngemva kokuchofoza, awudingi ukukhokha.
Ukukhomba okunembe kakhulu
Ukusesha okukhokhelwayo kukuvumela ukuthi uqondise izithameli zakho ngokunembile. Ungafinyelela abantu abasesha imikhiqizo noma amasevisi akho ngokubonisa izikhangiso zakho uma besesha ngamagama angukhiye owafakayo.
Ungakhawulela usesho lwakho oluqondisiwe ezindaweni ezithile nezilimi. Ungaphinda ukhethe idethi nesikhathi izikhangiso zakho ze-AdWords ezibonisa ngaso. Ngakho ufinyelela abantu abalungile ngesikhathi esifanele futhi endaweni efanele.
Enye inzuzo ye-Google AdWords ukuthi ungakhomba izikhangiso kubasebenzisi abake bavakashela isayithi lakho ngaphambilini.
Ungaphatha imikhankaso yakho kusukela ekuqaleni kuze kube sekupheleni njengoba ubona kufanele
Dala izindawo zokusabalalisa nezinhlelo ngokusekelwe ezinhlosweni zakho ukuze ukhangise noma kuphi, nganoma yisiphi isikhathi.
Uma ufuna ukuhlela umkhankaso wakho wokusesha okhokhelwayo, ubuyekeze isikhangiso sakho, ushintshe ikhasi lakho lokubikezela, ungeze amagama angukhiye amasha, noma wenze ezinye izinguquko, ungakwenza noma nini nge-Google Adwords.
Umgomo ofanayo uyasebenza kumabhajethi. Uma ucabanga ukuthi idinga ukunyuswa noma ukwehliswa, ungayishintsha noma kunini. Isibonelo, uma uthengisa imikhiqizo yesizini njengamathoyizi, ungakwazi ukwandisa isabelomali sakho ngoNovemba nangoDisemba, ngaphambi kukaKhisimusi.
Yiziphi iziteshi zedijithali okufanele ugxile kuzo ngokusekelwe ebhizinisini lakho?
Ukumaketha kwendawo sekuphenduke ithuluzi elibalulekile labathengisi. Nokho, babhekana nenkinga enkulu lapho besungula isu: ukukhetha imigudu efanele yokuxhumana yedijithali.
Yiziphi iziteshi ongakhetha kuzo, yimaphi amathuluzi okuxhumana angaphandle nangaphakathi ongawasebenzisa, yimaphi amathuluzi okuxhumana ongawasebenzisa ngokwenhloso nomsebenzi wakho? Nakhu konke odinga ukukwazi.
Uzichaza kanjani izinjongo zakho zokuxhumana?
Ngaphambi kokuthi wenze okuthile, udinga ukwazi ukuthi uyaphi. Ngamanye amazwi, udinga ukwazi ukuthi yiziphi izinjongo zesu lakho lokuxhumana kwedijithali. Lezi zinhloso zingahluka kakhulu kuye ngenkampani kanye nomkhakha.
Ingabe udala ibhizinisi? Uma kunjalo, udinga ukuqala ukukhangisa ngokushesha ukuze uthole amakhasimende akho okuqala. Ngakolunye uhlangothi, uma usuvele usungulwe kahle, imigomo yakho yokuthengisa yendawo ingase ihluke kakhulu.
- Thuthukisa noma ubuyekeze isithombe somkhiqizo wakho.
- Heha izethameli ezintsha futhi wandise isisekelo samakhasimende akho.
- Gcina amakhasimende akhona.
- Phromotha imikhiqizo emisha noma amasevisi.
Ngakho-ke ukuxhumana akuwona nje umbuzo wolwazi. Kumayelana nokuhlonza amandla, ubuthakathaka namathuba. Kuye ngesimo, ungazibekela imigomo efanele ukuze uyifinyelele. Kodwa-ke, ukukhetha iziteshi zokuxhumana zedijithali nakho kuncike kakhulu eqenjini eliqondiwe ofuna ukufinyelela kulo.
Ulichaza kanjani iqembu lakho olihlosile?
Gxila kumilayezo yakho eqenjini lakho eliqondiwe. Ukuhlukaniswa kuyisihluthulelo semikhankaso yokumaketha ephumelelayo kanye nobudlelwano obungcono bamakhasimende.
Ukuthi ufuna ukugcina abasebenzisi bakho ababalulekile noma uhehe amasegimenti amasha wamakhasimende, udinga ukuchaza kahle ukuthi ufuna ukufinyelela bani. Ungasebenzisa izindlela ezahlukene zalokhu.
- Indawo ngokwezindawo
- Iminyaka
- Uhlobo
- Izinga lemali engenayo
- Isikhungo sentshisekelo
Ngokucabangela izici zomuntu ngamunye zamakhasimende, ungakha iphrofayili yekhasimende lakho elifanelekile ngokusekelwe kumibandela ebalulekile kuye. Nokho, kukhona umbandela othize wokukhethwa kweziteshi zokuxhumana zedijithali: iminyaka.
Yonke iminyaka yobudala inamawebhusayithi ayintandokazi kanye nezinkundla zokuxhumana. Kungakhathaliseki ukuthi uxhumana nentsha, abantu abadala, noma ngisho nosomabhizinisi, indlela abaxhumana ngayo ihluke ngokuphawulekayo.
Ungasikhetha kanjani isiteshi esifanele sokuxhumana kwakho kwedijithali?
Uma usuyichazile imigomo yakho futhi wazi ukuthi ufuna ukufinyelela bani, yisikhathi sokubheka iziteshi ezahlukene.
Imithombo yezokuxhumana
Uma kunesiteshi esisodwa esingeke sazitshwa, yinkundla yezokuxhumana. Inikeza inani lezinzuzo zamabhizinisi.
Okokuqala nje, lezi zinkundla zenza kube nokwenzeka ukwakha umphakathi eduze nezindawo zokuthengisa ngazinye futhi uzigcine. Lokhu kusondelana kuyadingeka ukuze izinkampani zibe ngabantu futhi zisungule ubudlelwano obuyiqiniso nekhasimende ngalinye. Namuhla, ukumaketha kwenkundla yezokuxhumana kanye nokuphathwa komphakathi kudlala indima ebalulekile ekugcineni isithombe somkhiqizo.
Kodwa-ke, inkundla yezokuxhumana iyinkundla enhle kakhulu yokukhangisa komdabu, lapho ungabeka khona izikhangiso ezishibhile futhi ufinyelele izethameli eziqondiwe kakhulu. Ngokuchofoza okumbalwa nje, ungaphromotha ibhizinisi lakho kubantu abafanelekile nabaqondisiwe.
Iyiphi inkundla yezokuxhumana ongayisebenzisa kuye ngezithameli eziqondiwe?
– Amahhotela nezindawo zokudlela: Izinkampani kulo mkhakha akufanele zinganaki izinkundla ezifana ne-Tripadvisor, ezivame ukusetshenziswa amakhasimende angaba khona.
- Abantu Abadala: Abantu abaneminyaka ephakathi kweyi-18 nengama-40 sebevele banolwazi ngezinkundla zokuxhumana futhi kungenzeka bangabasebenzisi be-Facebook ne-Twitter. Ngakho-ke namathela kulawo mapulatifomu abantu abasha abangahlali kuwo. Leli qembu lobudala lisebenzisa i-Instagram ngenkuthalo.
- Abafundi besikole samabanga aphezulu: Yize bengasebenzi ku-inthanethi njengabantu abasha, basasebenza kakhulu futhi basebenzisa amanethiwekhi endabuko afana no-Facebook.
- Abantu abasha: Sebenzisa amapulatifomu afana ne-TikTok, i-Snapchat noma i-Instagram ngangokunokwenzeka ukuze ufinyelele abantu abasha abangaphansi kweminyaka engu-18.
- Ingxenye ye-B2B: Izinkampani ze-B2B zikhetha i-LinkedIn, okuyindawo yokuxhumana ebaluleke kakhulu kulezi zinkampani.
Google, Yahoo nabanye
Izinjini zokusesha zingenye ishaneli yokuxhumana yedijithali ebalulekile. Imiphumela yosesho yasendaweni iyindlela enhle yokushayela ithrafikhi.
Futhi kuyisiteshi esisetshenziswa kakhulu futhi abantu abaningi bajwayele ukusesha imikhiqizo namasevisi nge-Google.
Kunoma ikuphi, kubalulekile ukuthi izinkampani zingagcini nje ngokuba newebhusayithi, kodwa futhi ziyilungiselele i-SEO. Ukushicilela njalo okuthunyelwe kwebhulogi efanele nekhwalithi nakho kuyindlela enhle yokuthuthukisa i-SEO yendawo nokuheha amakhasimende amasha.
Izithameli ze-B2B zithokozela kakhulu izindatshana ezijulile, amaphepha amhlophe, nokunye okuqukethwe.
Elinye ithuluzi elibalulekile lokuxhumana lamabhizinisi endawo Iphrofayela Yebhizinisi Le-Google (phambilini eyayaziwa nge-Google Bhizinisi Lami). Leli khadi lebhizinisi lamahhala lingadalwa ngamaminithi futhi lizobonakala emiphumeleni yosesho yasendaweni.
Omakhalekhukhwini
I-inthanethi isihambile. Omakhalekhukhwini manje abalelwa ngaphezu kwama-55% wethrafikhi ye-inthanethi yomhlaba wonke.
Abasebenzisi be-Internet 2.0 bancamela ukuba nomakhalekhukhwini wabo ngaso sonke isikhathi futhi bawusebenzisele ukucinga ulwazi ku-inthanethi. Lokhu kuyiqiniso ikakhulukazi ekusesheni kwendawo.
I-Geolocation manje yenza kube lula ukuthola amabhizinisi eduze nawe. Ulahlekelwe okhiye bakho ? Ngakho-ke into yokuqala okufanele uyenze ukuthatha ifoni yakho ephathekayo bese ushayela umkhandi wezikhiye oseduze.
Kodwa omakhalekhukhwini akuzona nje ezokushaya izingcingo. Inkundla yezokuxhumana nayo ithatha isikhala esiningi kulawa madivayisi. Amapulatifomu afana ne-TikTok, i-Snapchat ne-Instagram yakhelwe ngokukhethekile ama-smartphone.
Iningi labantu abaneminyaka ephakathi kuka-12 no-40 banama-smartphone, kodwa izizukulwane ezindala aziwasebenzisi futhi ziwasebenzisa ngendlela ehlukile. Ngaphandle kwalokhu, amadivaysi eselula ahlala eyisiteshi esiphumelelayo sokufinyelela zonke izethameli.
Ukuxhumana nge-imeyili
I-imeyili ingesinye seziteshi ezindala zokuxhumana zedijithali, kodwa lokho akwenzi ukuthi iphelelwe yisikhathi. Kunalokho, iphumelela kakhulu uma isetshenziswe ngendlela efanele.
Kufanele ugweme leli qhinga, ikakhulukazi uma izethameli zakho zisebancane, njengoba abantu abasha bengakuthandi ukusebenzisa i-imeyili. Abasebenzisi abadala basalazisa lolu hlobo lokuxhumana futhi baphendula kangcono ezincwadini zezindaba namanye ama-imeyili okukhangisa.
I-imeyili nayo iyingxenye ebalulekile yesu lokumaketha kwedijithali lezinkampani ze-B2B. Kuyindlela enhle yokuthuthukisa okuqukethwe okuyikhwalithi nokuguqula.
SMS Marketing
Okokugcina, i-SMS iyinketho okungafanele inganakwa uma kuziwa ekutholweni kwamakhasimende. Ngenxa ye-geo__cpLocation noma i-geotargeting, ungathumela imilayezo yomuntu siqu kubantu abalungile, ngesikhathi esifanele futhi endaweni efanele.
Ingabe unaso isitolo sezingubo enkabeni yedolobha? Ukuthengisa nge-SMS kungakhuthaza abathengi abadlula esitolo sakho ngokubathumelela amakhodi esaphulelo.
Lesi siteshi futhi sifanele izethameli ezincane, njengoba kubalulekile ukuba ne-smartphone (noma okungenani iselula).
Kungani ukhetha isu lokumaketha leziteshi eziningi?
Ingabe kufanele ukhethe isiteshi esisodwa sokuxhumana sedijithali bese ungazinaki ezinye? Vele akunjalo.
Isu leziteshi eziningi liyisihluthulelo sokuhlinzeka amakhasimende ngolwazi olungcono kakhulu nokukhiqiza imali engenayo. Lokhu kusho ukusebenzisa iziteshi ezahlukene ngesikhathi esisodwa, okuhlanganisa inkundla yezokuxhumana, ukukhangisa, iselula, ne-imeyili.
Nokho, akwanele ukuwahlanganisa. Akukhona nje mayelana nokuthola ingxube efanele yeziteshi, kodwa futhi mayelana nokuphatha.
Imithombo yezokuxhumana, izinjini zokusesha kanye ne-imeyili. Iziteshi zokuxhumana zedijithali azipheli. Nokho, ngayinye yazo inezici zayo. Kuya ngezithameli ozihlosile kanye nemigomo yakho, kubalulekile ukwakha isu lesiteshi ngasinye. Ngale ndlela, ungakhuphula ukusebenza kahle kwemizamo yakho yokumaketha ku-inthanethi futhi uzuze imiphumela ehlala njalo.
