Kuganizira B2B Kutsatsa Kufikira? Nazi Momwe Mungasankhire Makampeni Opambana

Kufalikira kwa B2B

Pamene amalonda amasintha makampeni kuti athane ndi mavuto azachuma ochokera ku COVID-19, ndikofunikira kuposa kale kudziwa momwe mungasankhire opambana. Zoyeserera zokhudzana ndi ndalama zimakupatsani mwayi wogawa ndalama moyenera.

Ndizosavuta koma zowona: njira zamakampani zotsatsa zomwe zidayamba kugwiritsidwa ntchito mu Q1 2020 zinali zitatha ntchito panthawi yomwe Q2 idazungulira, itayambitsidwa ndi vuto la COVID-19 komanso kugwa kwachuma kwadzidzidzi kuchokera ku mliriwu. Zotsatira zamabizinesi zikuphatikiza makumi a mamiliyoni omwe akhudzidwa ndi zochitika zosiya. Ngakhale momwe ena amayesera kutsegulanso, palibe amene akudziwa nthawi yomwe zochitika zamabizinesi monga ziwonetsero zamisewu ndi misonkhano yamakampani ziyambiranso.

Otsatsa amayenera kuganiziranso mapulani awo atakwanira potengera kusintha kumeneku. Madipatimenti ambiri otsatsa ali nawo kuimitsa kampeni ndikuchepetsa bajeti. Koma ngakhale magulu otsatsa omwe akupita patsogolo pa nthunzi yathunthu akusintha njira zawo zowonetsera zenizeni pamsika ndikusintha ROI. Kumbali ya B2B makamaka, kuwonjezeka kwa mpikisano kudzapangitsa kuti zikhale zofunikira kuonetsetsa kuti dola iliyonse kuchokera ku bajeti yolemba ndalama imapeza ndalama - komanso kuti otsatsa amatha kutsimikizira. 

Otsatsa ena a B2B asinthiratu njira zawo posintha ndalama zomwe amapatsidwa kale ku zochitika, tsopano ku njira zamagetsi. Izi zitha kukhala zothandiza, makamaka ngati asintha Mbiri Yawo Yogula Makasitomala kuti azichita nawo zachuma. Kusamalira zofunikira zina monga kusanthula metrics kuti tidziwe molondola kuti ndalama zomwe timagwiritsa ntchito kumathandizanso, monganso kuyesa mitundu yosiyanasiyana ya mauthenga, mitundu yazokambirana ndi njira zodziwira zomwe zimagwira ntchito bwino. 

Zoyambira zikagwiridwa, pali njira zingapo zomwe mungayang'anire pamlingo wambiri kuti mupeze ngati mapulogalamu anu otsatsa digito a B2B akugwira bwino ntchito ndikuwona omwe akuyendetsa zotsatira zabwino pazandalama. Mayeso amomwe mungagwiritsire ntchito kutsatsa kwa digito angakuuzeni kuti ndimakampeni ati omwe akupanga kudina ndi kuwonera tsamba, zomwe ndizothandiza. Koma kuti musunthe mozama, mufunika deta yomwe imapereka chidziwitso pakukopa kwachuma ndi malonda.  

Kuyang'ana mbiri yakapangidwe kofunafuna zakale ndi malo abwino kuyamba. Mutha kuwona kupatukana pakati pakufikira kwa digito ndi kosakhala digito ndikuwona momwe chidutswa chilichonse chimayendetsera malonda. Izi zidzafuna mtundu woperekera kampeni. Mtundu wa "kukhudza koyamba" komwe mbiri yake imabweretsa kukumana koyamba komwe kampaniyo idakumana ndi omwe akuyembekeza kukhala makasitomala adzawonetsa kuti kampeni zama digito zimathandiza kwambiri pakupanga chidwi chatsopano cha kasitomala. 

Zingakhale zowunikiranso kuti mudziwe kuti ndi makampeni ati omwe adakulitsa malonda ambiri. Tchati chili pansipa chikuwonetsa momwe makanema adigito komanso osagwirira ntchito adakhudzira malonda mu chitsanzo chimodzi:

Ndalama Zomwe Zimaperekedwa ndi Kampeni (Digital and Non-Digital)

Kulemba zolemba zam'mbuyomu monga izi kumatha kukupatsani chidziwitso chachikulu mukamabwezeretsanso njira yanu yotsatsa kuti mugogomeze kampeni zama digito. Itha kukuthandizani kusankha opambana mukamaganizira njira zingapo. 

Ma metel a Velocity ndichinthu china chofunikira posankha makampeni opambana. Velocity imalongosola nthawi (m'masiku) yomwe imafunika kuti musinthe zomwe mwapeza kuti mugulitse. Njira yabwino kwambiri ndikuyerekeza kuthamanga pa gawo lililonse lazamalonda ndi malonda. Mukafunika kupeza ndalama mwachangu, mufunika kuwonetsetsa kuti mutha kuwona ndikuchotsa zopinga zilizonse zomwe zikuchitika. Kuyeza kuthamanga pa gawo lililonse lazitsulo kumathandizanso kudziwa momwe zosinthira zanu zakhalira. 

Tchati chili pansipa chikuwonetsa chitsanzo cha kufulumira kwa mayendedwe oyenerera otsatsa (MQLs) pamene amayenda kudzera mu faneli mu 2019 ndi kotala yoyamba ya 2020:

CPC motsutsana ndi Organic Pageview Trend

Monga momwe chiwonetserochi chikuwonetsera, gulu lotsatsa lidasintha bwino zotsatira zawo za Q1 2020 poyerekeza ndi Q1 2019. Kuzindikira kumeneku kumapatsa timu chidziwitso chofunikira pakukula kwa mapulogalamu omwe adakwaniritsidwa munthawi ziwirizi. Otsatsa amatha kugwiritsa ntchito chidziwitsochi kuti afulumizitse nthawi yopeza ndalama zomwe zikupita patsogolo. 

Palibe amene akudziwa bwino zamtsogolo mtsogolo bizinesi ikadzatsegulidwa m'chigawo komanso ntchito zachuma zikuyamba. Otsatsa a B2B adayenera kusintha njira zawo zamakampeni, ndipo mwina akuyeneranso kuzisintha pakatuluka zinthu zatsopano. Koma munthawi zosatsimikizika, kutha kusankha omwe angapambane ndikofunikira kuposa kale. Ndi kuthekera kolondola kwa ma data ndi ma analytics, mutha kutero. 

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