Kodi Anthu Ogula Ndi Chiyani? N'chifukwa Chiyani Mukuzifuna? Ndipo Mumawapanga Bwanji?

Anthu ogula

Pomwe otsatsa malonda nthawi zambiri amagwira ntchito kuti apange zinthu zomwe zimawasiyanitsa ndikufotokozera zabwino zazogulitsa zawo ndi ntchito zawo, nthawi zambiri amaphonya chizindikiro pakupanga zomwe aliyense ali nazo mtundu Munthu amene akugula malonda awo kapena ntchito.

Mwachitsanzo, ngati chiyembekezo chanu chikufunafuna ntchito yatsopano, wogulitsa akuyang'ana kusaka ndikusintha atha kuyang'ana kwambiri momwe ntchito ikuyendera pomwe director wa IT atha kuyang'ana kwambiri pazachitetezo. Ndikofunikira kuti muzilankhula ndi onse - ndipo nthawi zambiri zimafunikira kuti muziyang'ana pawokha zotsatsa ndi zomwe zili.

Mwachidule, ndizokhudza kugawa mameseji a kampani yanu ku iliyonse ya mtundu za chiyembekezo chomwe muyenera kuyankhula nacho. Zitsanzo zina zakusowa mwayi:

  • Kutembenuka - Kampani imayang'ana kwambiri pazomwe zikugwiritsidwa ntchito kwambiri patsamba lawo m'malo modziwitsa omwe akuyendetsa kutembenuka. Ngati 1% ya alendo obwera kutsamba lanu asandulika makasitomala, muyenera kuloza 1 %yo ndikuzindikira kuti ndi ndani, chomwe chinawakakamiza kuti asinthe, kenako ndikupeza njira yolankhulira ndi ena onga iwo.
  • Makampani - Pulatifomu yamakampani imapereka mafakitale angapo, koma zomwe zili patsamba lawo zimangolankhula kwa mabizinesi ambiri. Posakhala ndi mafakitale mumalo awo olamulira, chiyembekezo chomwe chikuyendera tsamba lawo kuchokera pagawo linalake sichitha kuwona kapena kuzindikira momwe nsanjayi ingawathandizire.
  • maudindo - Zolemba pakampani zimayankhula mwachindunji pazotsatira zonse zabizinesi zomwe nsanja yawo yapereka koma samanyalanyaza momwe nsanja imathandizira ntchito iliyonse pakampani. Makampani amapanga zisankho zogula mogwirizana, kotero ndikofunikira kuti chilichonse chomwe akhudzidwa chidziwike.

M'malo moyang'ana mtundu wanu, zogulitsa, ndi ntchito zanu kuti mukhale ndiudindo wazomwe zimayika aliyense, m'malo mwake muziyang'ana kampani yanu kuchokera kwa wogula ndikupanga mapulogalamu ndi mapulogalamu omwe amalankhula nawo cholinga chawo kukhala kasitomala wamtundu wanu.

Kodi Munthu Wogula Ndi Chiyani?

Ma personas a ogula ndi zopeka zomwe zikuyimira mitundu yamtsogolo yomwe bizinesi yanu ikulankhula.

Brightspark Consulting imapereka izi infographic ya Munthu Wogula B2Ba:

Mbiri Yogula Persona

Zitsanzo za Munthu Wogula

Buku ngati Martech ZoneMwachitsanzo, imagwiritsa ntchito ma personas angapo:

  • Susan, Chief Marketing Officer - Sue ndiye wopanga chisankho pankhani yogula ukadaulo kuti athandizire pakampani yake pakutsatsa. Sue amagwiritsa ntchito kufalitsa kwathu popeza komanso zida zofufuzira.
  • Dan, Woyang'anira Zotsatsa - Dan akupanga njira zogwiritsa ntchito bwino zida zothandizira kutsatsa kwawo ndipo akufuna kupitiliza ukadaulo waposachedwa kwambiri komanso wapamwamba kwambiri.
  • Sarah, Mwini Wamabizinesi Ang'onoang'ono - Sarah alibe ndalama zolembera dipatimenti yotsatsa kapena bungwe. Akuyang'ana njira zabwino kwambiri komanso zida zotsika mtengo zowonjezera malonda awo popanda kuphwanya bajeti.
  • Scott, Wogulitsa Zogulitsa Zamakampani - Scott akuyesera kuti ayang'ane zochitika zaposachedwa kwambiri pamakampani omwe amawagulitsa.
  • Katie, Wogulitsa Mkati - Katie akupita kusukulu ya Marketing kapena Public Relations ndipo akufuna kuti amvetsetse bwino zamalonda kuti athe kupeza ntchito yabwino akamaliza maphunziro ake.
  • Tim, Wopereka Ukadaulo Wotsatsa - Tim akufuna kuyang'anitsitsa makampani omwe amagwirizana nawo omwe angaphatikizepo kapena kupikisana nawo.

Pamene tikulemba zolemba zathu, tikufuna kuti tizilumikizana mwachindunji ndi ena mwa awa. Pankhaniyi, ndi Dan, Sarah ndi Katie omwe timayang'ana kwambiri.

Zitsanzo izi, zachidziwikire, sizomwe zidasinthidwa mwatsatanetsatane - ndizongowerenga chabe. Maonekedwe enieni a anthu angathe ndipo akuyenera kupita mozama mozama pokhudzana ndi gawo lililonse la mbiri ya munthu ... mafakitale, zolinga, kapangidwe ka malipoti, malo, jenda, malipiro, maphunziro, luso, zaka, ndi zina zambiri. kulumikizana kwanu kumveka bwino polankhula ndi omwe akufuna kukugulitsani.

Kanema pa Munthu Wogula

Kanema wosangalatsa uyu kuchokera Marketo Tsatanetsatane wa momwe ogula amawathandizira kuti azindikire mipata yazomwe zilipo komanso momwe angalondolere omvera omwe atha kugula malonda kapena ntchito zanu. A Marketo amalangiza mbiri zotsatirazi zomwe ziyenera kuphatikizidwa ndi Wogula Persona:

  • Name:  Dzinalo lodziwika bwino lingawoneke ngati lopusa, koma lingakhale lothandiza pothandiza gulu lotsatsa kukambirana za makasitomala awo ndikuwapangitsa kuwoneka bwino pokonzekera momwe angawafikire
  • Age:  M'badwo kapena zaka zamunthu zimaloleza kumvetsetsa mawonekedwe am'badwo.
  • Chidwi:  Kodi amakonda kuchita chiyani? Kodi amakonda kuchita chiyani panthawi yawo yopuma? Mafunso amtunduwu atha kuthandizira kupanga mutu wazomwe zitha kukhala nawo.
  • Kugwiritsa Ntchito Media:  Mapulogalamu atolankhani ndi njira zomwe amagwiritsa ntchito zimakhudza momwe angafikire komanso komwe angafikire.
  • Ndalama:  Chuma chawo ndi zina zachuma ndizomwe zidziwitse mtundu wazogulitsa kapena ntchito zomwe awonetsedwa komanso mtengo wamtengo wapatali kapena kukwezedwa kwake kungakhale kwanzeru.
  • Mapangidwe A Brand:  Ngati amakonda mtundu winawake, izi zitha kukupatsirani malingaliro amtundu wanji womwe amawayankha.

Tsitsani Momwe Mungapangire Munthu Wogula ndi Ulendo

Chifukwa Chiyani Muyenera Kugwiritsa Ntchito Munthu Wogula?

Monga momwe infographic ili pansipa ikufotokozera, kugwiritsa ntchito ogula kumapangitsa kuti masamba azigwiritsidwa ntchito kawiri mpaka kasanu polimbana ndi ogwiritsa ntchito. Kulankhula mwachindunji kwa omvera omwe mumalemba kapena kanema wanu kumagwira ntchito bwino kwambiri. Mwinanso mungafune kuwonjezera mndandanda wazomwe mungayende patsamba lanu makamaka pamakampani kapena maudindo antchito.

Kugwiritsa ntchito ogula muma pulogalamu yanu ya imelo kumakulitsa mitengo yodumphira maimelo ndi 14% ndikusintha kwa 10% - kuyendetsa ndalama zowirikiza kasanu ndi kawiri kuposa kufalitsa maimelo.

Chimodzi mwazida zofunika kwambiri zomwe wotsatsa amakhala nacho popanga mitundu yotsatsa yomwe ikutsata yomwe imabweretsa kuwonjezeka kwa malonda ndi kutembenuka - monga mtundu womwe umawonekera pa Skytap - ndiye wogula persona. Kuti mudziwe zambiri zamomwe ogula ali komanso momwe angasinthire zotsatira zakutsatsa kwanu, onani infographic yatsopano ya Single Grain - Zolinga Zomwe Zapezedwa: The Science of Building Buyer Personas.

Anthu ogula amapanga zomangamanga moyenera, kulumikizana komanso kuchita bwino ndi omvera omwe amalumikizana ndi anzawo mukamayankhulana ndi makasitomala kudzera kutsatsa, kutsatsa, kapena njira zanu zotsatsa.

Ngati muli ndi wogula persona, mutha kuzipereka ku gulu lanu lopanga, kapena bungwe lanu, kuti muwasunge nthawi ndikuwonjezera mwayi wogulitsa. Gulu lanu lopanga lidzamvetsetsa kamvekedwe, kalembedwe, ndi njira yoperekera - komanso kumvetsetsa komwe ogula amafufuzira kwina.

Munthu Wogula, atapangidwira mapu a Kugula Maulendo, thandizani makampani kuzindikira mipata mu njira zawo. Mu chitsanzo changa choyamba pomwe katswiri wa IT anali ndi nkhawa zachitetezo, tsopano kuwunika kwa ena kapena zovomerezeka zitha kuphatikizidwa pazotsatsa komanso zotsatsa kuti amuthandize.

Momwe Mungapangire Munthu Wogula

Timayamba ndi kusanthula makasitomala athu apano kenako ndikubwerera kwa omvera ambiri. Kuyeza aliyense sizomveka… kumbukirani omvera anu sadzagula kwa inu.

Kupanga ma personas kungafune kafukufuku wambiri pamapu oyandikana, kafukufuku wamayiko, zoo, magulu otsogolera, analytics, kafukufuku, ndi zambiri zamkati. Nthawi zambiri, makampani amayang'ana kumakampani ochita kafukufuku wamsika omwe amawunika anthu, osasunthika, komanso kuwunika kasitomala, kenako amafunsa kasitomala wanu zambiri.

Pakadali pano, zotsatira zake zidagawika, zambiri zimaphatikizidwa, munthu aliyense yemwe adatchulidwa, zolinga kapena zoyitanidwa, ndi mbiri yomangidwa.

Munthu Wogula akuyenera kuyang'ananso ndikuwongoleredwa pomwe bungwe lanu limasinthira malonda ndi ntchito zake ndikupeza makasitomala atsopano omwe samakwaniritsidwa mwanjira yanu yapano.

Momwe Mungapangire Munthu Wogula

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