Ngā Tikanga mō te Tātari Whakataetae
I tēnei ao pakihi tere haere o ēnei rā, ehara i te mea he kōwhiringa noa iho te mārama ki ō hoa whakataetae, engari he mea nui. He maha ngā wā kāore e ranea te hua pai me te hokohoko kaha mena kāore te kamupene e mōhio ko wai ōna hoa whakataetae matua, he aha ō rātou kaha, me ngā āputa ka taea e rātou te whakamahi hei whiwhi painga. Koinei te wāhi e uru mai ai te tātari whakataetae: he tukanga pūnaha hei mahere i te tūranga mākete o tō pakihi e pā ana ki ētahi atu kaitākaro, kātahi ka whakamaori i tēnā hei rautaki pono me te whai pānga.
E matapakihia ana i roto i tēnei tuhinga ngā tikanga tātari whakataetae ka taea te whakamahi ki ngā momo pakihi rerekē—mai i ngā pakihi iti me ngā pakihi hou ki ngā umanga nui—me ngā mahi whai hua, ngā taputapu e tika ana, me pēhea te whakamaori i ngā kitenga hei whakatau.
1. Kia Mārama ki te Kaupapa o te Tātari Whakataetae
I mua i te kohikohi raraunga, tautuhia ngā whāinga mō tō tātaritanga. Mā te whāinga mārama ka arotahi tō kohikohinga raraunga, ā, ka kore e kitea he hapa. Ko ētahi o ngā whāinga noa ko:
– Te whakatau i te tūnga o te hua me te rerekētanga kaha
– Te ine i ngā kaha me ngā ngoikoretanga o ngā kaiwhakataetae matua
– Te rapu i ngā whai wāhitanga mākete (ngā āputa mākete) kāore anō kia whakamahia
– Matapae i ngā tūmomo mōrearea, pērā i ngā pakanga utu, i te auahatanga āhuatanga rānei
– Kimihia te hihiri mō ngā rautaki hokohoko, tohatoha me te ratonga
Ki te kore he whāinga, ka noho noa te tātari whakataetae hei kohinga mōhiohio e kore e ngāwari ki te whakamahi.
2. Te Tāutu i ngā Kaiwhakataetae: Tika, Ā-kore, me ngā Whakakapinga
He hapa noa te whakaaro noa ki ngā kaiwhakataetae "e hoko ana i te hua kotahi." Heoi, e toru ngā huarahi e puta mai ai te whakataetae:
1. Ngā kaiwhakataetae tika: te hoko hua rite ki tētahi mākete ūnga rite.
Tauira: e rua ngā waitohu kawhe miraka huatau i te rohe kotahi.
2. Ngā kaiwhakataetae ā-kore: e whakatutuki ana i ngā hiahia ōrite mā te huarahi rerekē.
Hei tauira: ka whakataetae tētahi wharekai e hoko ana i te kawhe ā-ringa ki tētahi toa kawhe mō te miraka nā te mea e whawhai ana rāua mō te "tahua kawhe".
3. Ngā hua whakakapi: ngā huarahi kē atu hei whakakapi i ngā hiahia, engari kāore e uru ki te kāwai kotahi.
Hei tauira: ka taea te whakamahi i ngā inu pūngao, i te tī pounamu rānei hei whakakapi mō te kawhe i roto i te horopaki o te "me hiahia koe ki te kawheine, ki tētahi inu whai hua rānei".
He tikanga whai hua mō te kimi i ngā kaiwhakataetae ko te hanga i tētahi rārangi o ngā hua rapu a Google, ngā mākete, ngā pāpāho pāpori, ngā pānuitanga e puta mai ana, me te pātai tika ki ngā kaihoko: "Kei hea koutou e hoko ai i ngā hua pēnei?"
3. Whakatauhia ngā Paearu Whakataurite e tika ana
He whai hua te tātari whakataetae ina whakatauritea ngā āhuatanga e whai pānga ana ki ngā whakataunga hoko. Ko ngā paearu noa ko:
– Ngā utu me ngā mōkihi: ngā utu mō ia wae, ngā paihere, ngā hekenga, ngā ohaurunga
– Kounga hua: rauemi, pakari, reka, hoahoa, tiwhikete
– Ngā āhuatanga me ngā painga: ngā mea e tukuna ana, ngā mea kāore e tukuna ana
– Mākete ūnga: wāhanga tau, moni whiwhi, hiahia motuhake
– Te waitohu me te tūnga: te ahua o te waitohu, ngā karere matua, ngā uara ahurei
– Ngā hongere hokohoko: SEO, pānuitanga, kaiwhakatairanga, hapori, īmēra
– Tohatoha: mākete, toa tuimotu, kaihoko, tuku
– Wheako kiritaki: Tere o te urupare a te CS, pūtāhui, ngāwari o te whakahoki mai
– Ngā arotake me te rongonui: ngā whakatauranga, ngā kōrero a ngā kiritaki, ngā pātai e pātai pinepinetia ana
Kōwhiria ngā paearu 8–12 kia whānui engari kia taea tonu te whakahaere.
4. Kohikohia ngā raraunga i roto i te tikanga pūnaha
E rua ngā puna raraunga matua: ko ngā raraunga tūmatanui me ngā raraunga o te mara.
A. Ngā raraunga tūmatanui (he ngāwari te uru atu)
– Paetukutuku mana o te kaiwhakataetae: whārangi hua, utu, FAQ, blog
– Pāpāho pāpori: ngā ihirangi e tukuna pinepinetia ana, te whai wāhi, ngā kaupapa whakatairanga
– Mākete: ngā whakatauranga, ngā arotake, ngā tuku, ngā momo hua tino hokohoko
– Ngā arotake i runga i ngā Mahere Google (mō ngā pakihi ā-rohe): ngā amuamu me ngā mihi
– Pānuitanga matihiko: mātakitaki i ngā momo pānuitanga mā te Meta Ad Library, mā ngā hua rapu Google rānei
– Ngā purongo me ngā pānuitanga pāpāho: te whānui, te pūtea, te mahi tahi, te whakahou waitohu
B. Raraunga mara (tirotiro tika)
– Te hokohoko ngaro: te ngana ki te hoko i te hua a te hoa whakataetae kia whiwhi ai i te wheako
– Ngā uiuinga kiritaki: ngā take mō te whiriwhiri i tētahi kaiwhakataetae me ngā take mō te whakawhiti
– Rangahau hiahia: he aha ngā mea e whakaarohia ana e te mākete ūnga he mea nui
– Ngā tirohanga ki te toa/ratonga: ngā rarangi, te ratonga, te tere, te takai
Ko tētahi tikanga nui i tēnei wā ko te tuhi i ngā raraunga ki tētahi whakatakotoranga ōrite, pērā i te ripanga tātaitai, kia māmā ai te tātari. Kaua e whakawhirinaki ki te mahara, ki ngā tuhipoka matapōkere rānei.
5. Waihangahia he Matrix Whakataetae
Ko tētahi o ngā tikanga tino whaihua ko te waihanga i tētahi matihiko whakataetae, he ripanga whakatairite i waenga i ngā kaiwhakataetae i runga i ngā paearu ōrite. Hei tauira:
– Pou: ingoa o te kaiwhakataetae (tae atu ki tō pakihi)
– Ngā rarangi: ngā paearu whakatairite (utu, āhuatanga, CS, whakatauranga, me ētahi atu)
– Ihirangi: uara kounga (kaha/waenga/ngoikore) kaute 1–5 rānei
Mā te whakamahi i tēnei matihiko, ka tere te kite i ngā tauira: ko wai te mea tino pai mō te utu, ko wai te mea kaha mō te waitohu, ā, ko wai te mea ngoikore mō te ratonga kiritaki.
Hei karo i te whakaaro pākiki, whakatūria he aratohu whakatauranga. Hei tauira: he kaute 5 mō te "whakautu CS < 5 meneti," he kaute 3 mō te "< 2 hāora," me te kaute 1 mō te "> 1 rā."
6. Te Tātari i te Tūnga me ngā Mahere Tirohanga
Ko te tikanga e whai ake nei ko te mahere tirohanga: te mahere i ngā waitohu i runga i ngā āhuatanga matua e rua e pā ana ki ngā kiritaki. Ngā tauira o ngā toki e whakamahia whānuitia ana:
– Utu (iti-utu nui) vs kounga (iti-tiketike)
– He whaihua (ngāwari) me te utu nui (motuhake)
– Tuku iho, me te hou
– Ngā āhuatanga māmā, ngā āhuatanga katoa rānei
Whakatakotoria tō pakihi me ō hoa whakataetae ki te mapi. Mā tēnei ka kitea ngā āputa mākete ka taea te whakamahi hei huarahi tūnga. Hei tauira, kāore pea he kaitākaro e tuku ana i ngā "utu whaitake engari he ratonga kounga teitei" he "hua hauora he reka pai engari he whai hua tonu."
7. Te whakamahi i te Anga SWOT me ngā Mana e Rima a Porter
A. SWOT Kaiwhakataetae
Waihangahia he SWOT mō ngā kaiwhakataetae matua e 2–3, ka whakataurite ki te SWOT o tō pakihi.
– Ngā Kaha: ngā painga o ngā kaiwhakataetae (hei tauira: te waitohu kaha, te whatunga whānui)
– Ngā ngoikoretanga: ngā ngoikoretanga (hei tauira: te puhoi o te mahi whakahaere raraunga, te iti o te auahatanga)
– Ngā Huarahi: ngā whai wāhitanga mākete ka taea e rātou te whakamahi
– Ngā tūmomo mōrearea: ngā tūmomo mōrearea o waho (hei tauira: ngā ture, ngā au hurihuri)
Ngā Kaha e Rima a Porter
Mā tēnei anga ka kitea te taumata o te whakataetae o te ahumahi:
1. Te riri o ngā kaitākaro hou
2. Mana whiriwhiri a te kaiwhakarato
3. Te mana whiriwhiri a te kaihoko
4. Te riri o ngā hua whakakapi
5. Te whakataetae i waenga i ngā kamupene o nāianei
Mā ngā hua ka āwhina koe ki te mārama mēnā kei te "toto haere" te mākete (ngā tawhē angiangi, ngā pakanga utu), kei te wātea tonu rānei te wāhi mō te rerekētanga.
8. Tangohia ngā Māramatanga Whai Hua
Ehara te tātari whakataetae i te "tārua", engari ko te kimi i te rautaki pai rawa atu. Hurihia ō kitenga hei whakatau pūmau, hei tauira:
– Rautaki rerekētanga: arotahi ki tētahi painga e uaua ana ki te whakataurite (hei tauira: ratonga tino tere, kounga teitei, whakawhaiaro)
– Te whakapai ake i te ngoikore: ki te tino pai ngā kaiwhakataetae ki te tuku, ka taea e koe te whakapai ake i ngā mahi kawe taonga, te whakamārama rānei i ngā whakatau tata.
– Te whakapai ake i ngā utu: ehara i te mea ko te whakaiti i ngā utu i ngā wā katoa, engari ko te tākai anō i ngā uara (te whakakotahitanga, ngā mōkihi ohaurunga, ngā putea tāpiri)
– Ngā ihirangi me ngā karere o te waitohu: te hanga i tētahi kōrero e rerekē ana i ngā mea e whakataetae ana
– Ngā whai wāhitanga hua hou: te waihanga i ngā momo rerekē e tonoa pinepinetia ana engari kāore anō kia wātea
Hei whakamārama ake, tuhia he rārangi matua: "3 ngā mea hei mahi i roto i ngā rā 30" me "3 ngā mea hei mahi mō ngā marama 3–6".
9. Te karo i ngā hapa noa i roto i te tātaritanga whakataetae
Ko ētahi mahanga hei karo:
– Te aro nui ki ngā kaiwhakataetae nui, ka wareware ki ngā kaitākaro iti e piki haere ana
– Te kohikohi raraunga me te kore e huri hei rautaki
– Tātarihia mai i te tirohanga ā-roto anake, me te kore e whakarongo ki te reo o te kiritaki
– Te tārua i ngā āhuatanga me te kore e whai whakaaro ki te kaha whakahaere
– Te whakamahi i ngā raraunga tawhito: ka tere te huri o ngā mākete, inā koa i roto i te ao matihiko
Ko te mea tino pai, me whakahaere te tātari whakataetae i ia wā—hei tauira, i ia hauwhā—i ngā wā katoa rānei he huringa nui pēnei i te whakaurunga mai o tētahi kaiwhakataetae hou, he ia e horapa ana i runga i te ipurangi, he huringa rānei o te utu mākete.
Te Katinga
Ka tīmata tētahi tikanga tātari whakataetae pai me tētahi whāinga mārama, he kōwhiringa kaiwhakataetae tika, he paearu whakatairite e tika ana, me te kohikohi raraunga pūnaha. Mā te whakakotahi i ngā matihiko kaiwhakataetae, ngā mahere tirohanga, te tātari SWOT, me te tātaritanga o ngā Mana e Rima, ka taea e koe te whiwhi tirohanga whānui ake o te mākete. Ko te mea nui, me arahi ngā hua tātari ki ngā mahi: ngā whakapainga hua, te whakakaha i te tūnga, te ratonga whakarei ake, me tētahi rautaki hokohoko tika ake.
Ehara te tātari whakataetae i te mahi kotahi noa iho, engari he tikanga rautaki. Mā te mahi auau, ka koi ake ō kare ā-roto pakihi ki te pānui i te mākete me te hinga i ngā whakataetae.
