Me pēhea te whiriwhiri i ngā taputapu hokohoko mamati
I tēnei ao pakihi e piki haere ana te whakataetae, kāore te hokohoko matihiko i te kōwhiringa - he mea nui. Heoi, ko te wero ka puta ake ehara i te mea ko te "whai aroaro matihiko" anake, engari ko "ko ēhea taputapu e tika ana kia whakamahia?" He maha ngā taputapu hokohoko: mai i te whakahaere pāpāho pāpori me te hokohoko īmēra ki te SEO me te pānuitanga utu, ki te tātari me te CRM. Mā te whiriwhiri i te mea hē ka nui haere ngā utu, ka nui rawa te mahi a te tīma, ka iti iho hoki ngā hua. Ka matapakihia e tēnei tuhinga te āhua o te hanganga o ō taputapu hokohoko matihiko kia rite ki ō whāinga pakihi, ki te kaha o te tīma, me te tahua.
1. Whakatakotoria he whāinga hokohoko mārama
Ko te taahiraa tuatahi i mua i te tirotiro i tētahi rārangi taputapu ko te whakatakoto i ō whāinga. Ko ngā taputapu hokohoko mamati tika e whakawhirinaki ana ki tāu e hiahia ana kia tutuki. Ko ētahi whāinga noa ko:
– Te whakanui ake i te mōhiotanga ki te waitohu (te toro atu me ngā kare ā-roto)
– Kawea mai ngā manuhiri ki tō paetukutuku, ki tō mākete rānei
– Whakaputa arahi (ngā hoapā kiritaki pea)
– Whakanuia ngā hoko (huringa)
– Whakanuia te pupuri i ngā kiritaki (ngā ota anō)
– Te hanga hapori me te whai wāhi
Me tino motuhake, me taea hoki te ine i ēnei whāinga. Hei tauira, "whakanui ake i ngā arahi mā te 30% i roto i ngā marama e 3" me "whakaiti rānei i te utu mō ia hoko (CPA) mā te 15% i roto i ngā hauwhā e 2." Mēnā he mārama ngā whāinga, ka taea e koe te whiriwhiri i ngā taputapu i runga i te mahi, kaua i runga i ngā au.
2. Kia mārama ki tō hunga whakarongo me te ara hoko ( te haerenga a te kiritaki )
Me ōrite ngā taputapu hokohoko whai hua ki ngā whanonga o te mākete ūnga . Pātaihia ēnei pātai:
– Kei hea tō hunga whakarongo e tino pukumahi ana: Instagram, TikTok, LinkedIn, YouTube, īmēra rānei?
– He rapu otinga tā rātou i runga i a Google (SEO) he tere ake rānei tā rātou aro ki ngā pānuitanga?
– He tere te whakatau hoko (he hiahia ā-ringa) he roa rānei (me whai mātauranga)?
Mena he B2B tō hua, tera pea he nui ake te hiranga o ngā taputapu pēnei i a LinkedIn Ads, CRM, me te aunoatanga īmēra. Mena kei te hoko koe i ngā hua kaihoko tirohanga, tera pea he nui ake te whai hua o ngā taputapu mō ngā ihirangi ataata poto, te whakahaere kaiwhakatairanga, me te whakarite pāpāho pāpori.
3. Maherehia ngā hiahia i runga i ngā kāwai taputapu
Hei karo i te whakapoauau, whakarōpūhia ngā taputapu hokohoko mamati mā te mahi matua. Anei ngā kāwai e tino kitea ana:
1. Te whakahaere pāpāho pāpori: te whakarite pou, te aroturuki i ngā kōrero, te mahi tahi a te tīma.
2. Hoahoa me ngā ihirangi: te waihanga i ngā whakaahua, ngā ataata, ngā tauira, me te tuhituhi tuhinga.
3. Rangahau SEO me ngā kupumatua: arotake paetukutuku, aroturuki tūranga, tātari whakataetae.
4. Pānuitanga utu: whakahaere kaupapa, aroturuki tahuritanga, arotau tahua.
5. Hokohoko īmēra me te aunoatanga: wehewehenga, pānui, kaupapa maturuturu, poipoi.
6. Tātari me te papaaho: te aroturuki i ngā waka, ngā huihuinga, ngā awaawa, me ngā pūrongo mahi.
7. Whakahaere CRM me ngā arahi: rokiroki raraunga kiritaki, pūnaha hoko, aroturukitanga.
8. Whārangi taunga me te kaihanga puka: waihangahia he whārangi kaupapa whakatairanga me te kore he waehere.
9. Kōrerorero me te whakauru kiritaki: kōrerorero ora, karetao kōrerorero, aunoatanga WhatsApp.
Mā te mahere nei, ka taea e koe te whiriwhiri i ngā taputapu hei whakakī i ngā āputa i roto i tō tukanga hokohoko, hei utu mō te puranga nui o ngā āhuatanga kāore anō kia whakamahia.
4. Whakatairangahia te whakaurunga me te hototahitanga
Ko tētahi raruraru noa i roto i te hokohoko ko ngā raraunga marara: kei roto i ngā puka ngā arahi, kei runga i te WhatsApp ngā kōrerorero, ka tuhia ā-ringa ngā hoko, ā, ka tū motuhake ngā pūrongo pānuitanga. Nō reira, kia ngāwari te hono atu o ngā taputapu i whiriwhiria e koe ki ētahi atu pūnaha.
Ngā mea hei tirotiro:
– He whakaurunga kei roto i ngā tūāpapa e whakamahia ana e koe (Google Analytics, Meta Ads, Shopify, WooCommerce, marketplace rānei)?
– He API, he whakaurunga rānei kua rite ki te whakamahi me Zapier/Make?
– Ka taea te kaweake ngāwari i ngā raraunga (CSV, hononga BI, me ētahi atu)?
He maha ngā wā ka uaua ake ngā mahi nā ngā taputapu "atamai" engari he tū motuhake. Mā te whakaurunga pai ka tere ake te mahi tahi, ka māmā ake hoki te whakatau kaupapa.
5. Arotakehia te ngāwari o te whakamahi me te rite o te tīma
Ehara i te mea ko te taputapu pai rawa atu te mea tino matatau i ngā wā katoa, engari ko te mea e māmā ana ki te whakamahi i ngā wā katoa. Kia mōhio:
– He māmā noa iho te mārama o te atanga ki te tīma?
– Kei te wātea ngā akoranga, ngā aratohu me te tautoko kiritaki?
– Me whai whakangungu motuhake?
Mena he iti tō tīma, whiriwhiria he taputapu māmā, he aunoa, ā, kāore e hiahiatia he whirihoranga uaua. Mena he nui tō tīma, ka nui ake te whai hua o ngā taputapu me ngā āhuatanga mahi tahi, ngā rerengamahi whakaae, me te whakahaere urunga kaiwhakamahi.
6. Whakatikatika ki te tahua me te tatau i te ROI
He rerekē te utu o ngā taputapu hokohoko: ko ētahi he kore utu, ko ētahi he ohaurunga ā-marama, i runga rānei i te maha o ngā kaiwhakamahi me ngā hoapā. Kaua e titiro noa ki te utu, engari ki te uara me te ROI hoki.
Ngā mahi whai hua:
– Tātaihia te tapeke o te utu (ohauru, tāpiri-ake, utu whakatinanatanga, whakangungu).
– Whakatauhia te pānga: ka piki ake ngā hoko, ka penapena wā, ka whakaiti rānei i ngā utu pānuitanga mā tēnei taputapu?
– Kaua e hoko i ngā taputapu "moni" mēnā kāore anō kia hiahiatia ana ngā āhuatanga matua.
He rautaki pai te tīmata me tētahi mōkihi taketake, kātahi ka whakapai ake i te mea ka piki haere ngā hiahia, ka kitea hoki te ROI.
7. Whakamahia ngā whakamātautau me te whakahaere whakamātautau hanganga.
He maha ngā taputapu e tuku ana i ngā whakamātautau kore utu. Kaua e whakamahia te whakamātautau hei "whakamātautau noa iho"; waihangahia he horopaki whakamātautau mārama, hei tauira:
– Whakamātauria te waihanga i tētahi kaupapa īmēra me te wehewehenga motuhake.
– Whakamātauria te whakaurunga o te puka arahi ki te CRM.
– Whakamātauria te waihanga i tētahi papatohu mahi ā-wiki.
– Te mahi tahi a te tīma whakamātautau: ko wai ka waihanga ihirangi, ko wai ka whakaae, ko wai ka whakaputa.
Waihangahia he rārangi o ngā tohu angitu i te wā whakamātautau: te ngāwari o te whakamahi, te wā whakatinanatanga, te maeneene o te whakaurunga, me te kounga o ngā pūrongo.
8. Kia aro ki te haumarutanga raraunga me te tutuki i ngā whakaritenga
He maha ngā wā ka rongoatia e ngā taputapu hokohoko matihiko ngā raraunga a te kiritaki: ngā wāhitau īmēra, ngā tau waea, ngā hītori hoko, tae atu ki ngā whanonga tirotiro. Me whakarite kia pakari ngā paerewa haumarutanga o te taputapu:
– Te whakamunatanga raraunga me te mana uru kaiwhakamahi
– Kaupapahere tūmataiti mārama
– Te āheinga ki te muku raraunga mēnā e tika ana
– Te tutuki i ngā ture (he pai ngā mahi tiaki raraunga)
He mea nui rawa tēnei mēnā kei te whakahaere koe i ngā kaupapa whakatairanga e kohikohi ana i te nui o ngā raraunga arataki.
9. Kōwhiria ngā taputapu ka taea te tipu tahi me tō pakihi.
Me whai tukanga māmā ake te pakihi e tipu haere ana: he wehewehenga taipitopito ake, he aroturuki aunoa, he whakaurunga ki ngā hoko, me te pūrongo hōhonu ake. Nō reira, whiriwhiria he taputapu ka taea te whakawhanui:
– Ka taea te tāpiri i ngā kaiwhakamahi me ngā tūranga me te kore he raruraru
– Tautoko ana i te aunoatanga me te wehewehenga matatini ake
– He āhuatanga matatau kei roto, ka taea te whakahohe ina hiahiatia
Heoi, kaua e mau ki te hoko taputapu hinonga mēnā kei te tīmatanga tonu tō pakihi. Ko te tauine pai ko te whakapai ake i ngā mahi, ehara i te whakapai ake tonu, utu nui.
10. Waihangahia he pūnaha taputapu māmā, kaua e nui rawa.
Ko tētahi hapa noa ko te whakamahi i ngā taputapu maha rawa: tētahi mō te tuku kōrero, tētahi mō te tātari, tētahi mō te hoahoa, tētahi mō te CRM—engari kāore tētahi o aua taputapu e tino whakamahia pai ana. Ko tētahi mātāpono hauora ake ko te waihanga i tētahi "pūranga" māmā:
– Kotahi te pūtake raraunga tuatahi (CRM, ripanga tātai hanganga rānei)
– Kotahi te taputapu tātari matua (hei tauira, Google Analytics, he papatohu rānei)
– Ētahi taputapu tautoko e ai ki ngā hongere tino whai hua
He pai ake te whai i ngā taputapu e 3–5 kua tino whakamahia, i te whai i ngā taputapu e 12 e taumaha noa ana i te tīma.
Whakamutunga
He tukanga rautaki te whiriwhiri i ngā taputapu hokohoko mamati, ehara i te mea ko te whiriwhiri noa i tētahi taupānga rongonui. Tīmata ki ngā whāinga mārama, mārama ki tō hunga whakarongo, maherehia ngā hiahia mā te kāwai, kātahi ka aromatawai i ngā whakaurunga, te ngāwari o te whakamahi, te haumarutanga, me te ROI. Whakamahia ngā wā whakamātautau mō te whakamātautau ine me te whiriwhiri i ngā taputapu ka taea te tipu tahi me tō pakihi me te kore e whakararuraru i te pūnaha rauropi.
Mā tēnei huarahi, ehara i te mea ko te hoko taputapu anake tāu e mahi ana, engari ko te hanga i tētahi pūnaha hokohoko mamati he whai hua, he taea te whakawhanui, ā, he rite hoki ki te tautoko i te tipu pakihi mō te wā roa.
