Te Whakamahi i te Pāpāho Hapori mō te B2B
I ngā tau tata nei, kua nui atu i te whakangahau, i te whakawhitiwhiti kōrero whaiaro rānei ngā pāpāho pāpori. Kua whanake ngā papaaho pēnei i a LinkedIn, Twitter, Instagram, YouTube, tae atu ki a TikTok hei hongere rautaki mō te hanga ingoa rongonui, te whakawhānui i ngā whatunga, me te whakaputa arahi i roto i te horopaki pakihi-ki-pakihi (B2B). Kāore i rite ki te B2C, e aro ana ki ngā whakataunga tere me ngā whakataunga kare ā-roto, ko te hokohoko B2B e arotahi ana ki ngā whakataunga whaitake ake, e whakauru ana i ngā kaipupuri moni maha, ā, he roa ake te huringa hoko. Nō reira, ko te whakamahi i te pāpāho pāpori mō te B2B me whai huarahi hanganga, mātauranga, me te whanaungatanga ake.
He aha te hiranga o te pāpāho pāpori mō te B2B?
He whakapono tawhito tēnei kāore te pakihi-a-iwi (B2B) e hiahia ana ki ngā pāpāho pāpori nā te mea ka puta te tukanga hokohoko mā roto i ngā hononga kanohi ki te kanohi, ngā whakaaturanga ahumahi, ngā whatunga ngaio rānei. Heoi, kua rerekē ngā whanonga a ngā kaihoko pakihi-a-iwi (B2B). He maha ngā kaiwhakatau e whakahaere ana i ā rātou ake rangahau i mua i te kōrero ki tētahi tīma hokohoko. Ka pānuihia e rātou ngā arotake, ka rapu i ngā rangahau take, ka mātaki i ngā whakaaturanga hua, ka aromatawai i te mana o tētahi kaiwhakarato otinga i runga i ō rātou tapuwae matihiko.
He "whakaaturanga ngaio" te pāpāho pāpori hei whakapakari i te whakawhirinaki. Ina kite ngā kiritaki pea i tētahi kamupene e whakapuaki tonu ana i ngā māramatanga ahumahi, ngā raraunga, ngā mahi pai rānei, ka kite rātou he matatau, he whai tikanga hoki te kamupene. Hei tāpiri, mā te pāpāho pāpori ka taea e ngā kamupene te toro atu ki ngā kaihoko hou kāore pea e taea te toro atu, me te poipoi hoki i ngā whanaungatanga ki ngā kiritaki o nāianei mā roto i ngā whakahoutanga auau.
Te Kōwhiri i te Pūhara Tika
Kāore e hiahiatia kia whakamahia ngā tūāpapa katoa. Ko te mea nui ko te mārama ki te wāhi e kaha ana tō hunga whakarongo B2B me te āhua o tā rātou whakamahi i ngā mōhiohio.
Ko LinkedIn te hongere matua mō te pakihi-ki-te-pākihi nā tōna aronga ngaio. He mea tino pai mō te hanga whakaaro ārahi, te kimi tāngata, te whakatairanga i ngā huihuinga tukutuku, me te whakahaere pānuitanga mahi me te ahumahi.
He whai hua a X (Twitter) mō ngā kōrero tere, te whai i ngā au o te ahumahi, me te hono atu ki ngā hapori ngaio, ki ngā kairīpoata, ki ngā kaitātari rānei. He pai tēnei tūāpapa mō ngā kamupene e hiahia ana kia aro mai, kia hou tonu hoki.
He kaha a YouTube mō ngā ihirangi mātauranga roa pēnei i ngā akoranga, ngā whakaaturanga hua, ngā huihuinga tukutuku kua hopukina, me ngā rangahau take ataata. Mō ngā otinga uaua, ka taea e te ataata te whakahaere i te tukanga ako mō ngā kaihoko pea.
He pai ngā mahi a Instagram me TikTok mō te whakapakari i te waitohu a te kaituku mahi, te whakaatu i te ahurea kamupene, me te whakarato i ngā ihirangi ngāwari pērā i ngā kiriata huihuinga, i ngā ataata kei muri i te whakaaturanga rānei. Ahakoa ehara i te mea koinei tonu ngā hongere matua mō ngā kaiārahi B2B, ka taea e ēnei e rua te āwhina ki te hanga mōhiotanga me te whanaungatanga.
Rautaki Ihirangi Whai Hua mō te B2B
Ko tētahi hapa noa e mahia ana e ngā kamupene B2B ko te waihanga i ngā ihirangi he nui rawa te hoko, ā, kāore he uara. I roto i te B2B, e rapu ana te hunga whakarongo i ngā mōhiohio hei āwhina i a rātou ki te whakatau kaupapa. Nō reira, me arotahi ngā ihirangi ki te mātauranga me te whakaoti rapanga.
Ko ētahi momo ihirangi B2B kua whai hua ko:
1. Te ārahi whakaaro: ngā whakaaro e ahu mai ana i ngā wheako, ngā matapae ia au, te tātari huringa mākete rānei. E whakaatu ana tēnei ihirangi i te kaha o te kamupene hei kaiārahi i roto i tana mara.
2. Ngā rangahau take me ngā whakaaturanga: ngā kōrero tūturu o ngā kiritaki angitu, me ngā raraunga hua i ngā wā katoa e taea ai. Mā tēnei ka whakapakari i te taunakitanga pāpori, ka whakaiti hoki i te ruarua.
3. Ngā ihirangi mātauranga: ngā tohutohu, ngā aratohu, ngā rārangi arowhai, me ngā whakamārama māmā mō ngā ariā hangarau.
4. Ngā hui tukutuku me ngā wā ora: he whai hua tēnei whakatakotoranga mō te hanga mana i te wā e kohi ana i ngā arahi mā te rēhitatanga.
5. Ngā kōrero mō ngā tukanga me ngā tīma: Whakaaturia te mahi a te kamupene, ōna paerewa kounga, ngā pūkenga rānei o te tīma. He mea nui tēnei hei hanga whakawhirinakitanga, inā koa i roto i ngā ratonga ngaio.
I roto i te mahi, ka taea e ngā kamupene te whakamahi i te mātāpono 70-20-10: 70% ngā ihirangi mātauranga me ngā ihirangi whai kiko, 20% ngā taunakitanga pono (ngā rangahau take, ngā whakaaturanga, ngā whakatutukitanga), me te 10% te whakatairanga tika.
Te Hanga Hononga, Kaua e Tukuna Ngā Pou Noa
Ehara i te mea ko te tuku pānuitanga auau anake te kaupapa pāpāho pāpori pakihi-ki-te-iwi. He maha ngā wā ka puta te angitu mai i ngā taunekeneke kounga. Ko te tuku kōrero ki ngā ihirangi o te hunga whakarongo, te whakautu pātai, te whai wāhi ki ngā kōrero ahumahi, te hanga hapori iti rānei, ka nui ake te pānga i te whai noa i te maha o ngā kaiwhaiwhai.
Ko te hanga whanaungatanga ko te whakauru atu ki ngā tāngata rerekē i roto i te kamupene, pērā i ngā kaiwhakahaere matua, ngā kaiwhakahaere hua, ngā miihini, ngā kaitohutohu rānei. He maha ngā wā ka pono ake ngā ihirangi a "ngā tāngata" i ngā ihirangi a te kamupene anake. Nō reira, he rautaki nui te kaupapa tautoko kaimahi—te whakatenatena i ngā kaimahi ki te whakapuaki i ngā māramatanga mō ā rātou ake pūkete—mēnā ka mau tonu ngā aratohu whakawhitiwhiti kōrero mārama.
Pānuitanga Utu me te Whakaputa Arataki
Haunga ngā rautaki rauropi, ka taea e ngā pānuitanga utu te whakatere i ngā hua, inā koa mō ngā whāinga motuhake. Hei tauira, mā ngā Pānui LinkedIn ka taea te arotahi i runga i te taitara mahi, te tūranga matua, te ahumahi, me te rahi o te kamupene. Ka taea te tuku pānuitanga ki ngā whāinga pēnei i te rēhitatanga hui tukutuku, te tango pukapuka-īpurangi, te tono whakamātautau rānei.
Heoi, kāore i te tino angitu te pānuitanga B2B mēnā ka tuku noa i te "hoko inaianei". He pai ake te huarahi ā-wāhanga. Hei tauira, i te tuatahi ka tuku ihirangi mātauranga (top-of-funnel), kātahi ka aro atu ki ngā hunga whakarongo whai wāhi hei arahi i a rātou ki ngā whakaaturanga, ki ngā kōrerorero, ki ngā tuku arumoni rānei.
Hei whakarite i te kounga o ngā arataki e tae mai ana, he mea nui anō hoki kia whakaritea he whārangi taunga mārama, he puka kāore e roa rawa, me tētahi tikanga whai muri wawe mai i te tīma hoko, te tīma hokohoko rānei.
Te Ine i te Angitu: Ngā KPI e tika ana
I roto i te B2B, kāore ngā inenga pēnei i te "likes" e whakaata tonu i te pānga pakihi. Ahakoa he mea nui te whai wāhi atu, me titiro ngā kamupene ki ngā tohu e tata ana ki te ara hokohoko.
Ko ētahi o ngā KPI noa mō ngā pāpāho pāpori B2B ko:
– Te toronga me ngā kare ā-roto hei ine i te mōhiotanga.
– Te reiti whai wāhi hei aromatawai i te kounga o ngā ihirangi.
– Te reiti pāwhiri-ā-roto (CTR) hei tirotiro i te whai huatanga o te karanga ki te mahi.
– Te maha o ngā arahi me te utu mō ia arahi mō ngā kaupapa pānuitanga.
– Te kounga o te arataki (hei tauira, te taitara mahi, te ahumahi rānei o te kaitono).
– Te takoha ki te paipa hokohoko: ngā arahi e ahu mai ana i ngā pāpāho pāpori ka whanake hei whai wāhitanga hokohoko.
Mā te hono i ngā raraunga pāpāho pāpori ki tētahi CRM (pēnei i a HubSpot, Salesforce, tētahi atu pūnaha rānei) ka āwhina i te aromatawai i te pānga tuturu ki te moni whiwhi.
Ngā Wero Noa me Me Pēhea te Whakakore i a rātou
Ko tētahi o ngā wero nui ko te auau. Me rangahau me te mārama ki te ahumahi ngā ihirangi B2B, ā, he uaua ki te whakaputa auau. Ko te otinga ko te waihanga i tētahi maramataka ihirangi e ahu mai ana i ngā pou matua, mā te whakamahi i ngā rauemi o roto pērā i ngā whakaaturanga, ngā tuhinga whakangungu, ngā pātai auau a te kiritaki, kātahi ka hurihia hei hōputu māmā ake.
Ko te wero e whai ake nei ko te whakataurite i te hokohoko me te hoko. Ka taea e te pāpāho pāpori te whakaputa arahi, engari ki te puhoi, ki te kore rānei e mārama te tukanga whai muri, ka ngaro ngā whai wāhitanga. Nō reira, he mea nui kia whakaae ki te whakamāramatanga o te arahi kounga, te tukanga mō te whakahaere i ngā arahi, me te tuku urupare auau mai i te tīma hoko mō te kounga o te arahi.
Te Katinga
Kua whanake te pāpāho pāpori mō te B2B mai i te hongere waitohu noa iho ki te taputapu nui mō te hanga mana, te poipoi i ngā whanaungatanga, me te tautoko i te tipu o te ara hokohoko. Ko te kī ki te angitu ehara i te tuku pānuitanga auau, engari ko te kounga o ngā māramatanga, te hiranga ki ngā hiahia o te hunga whakarongo, me te kaha ki te hanga whakawhirinaki mō te wā roa. Mā te whiriwhiri i ngā tūāpapa tika, te whakawhanake i tētahi rautaki ihirangi mātauranga, te whakakotahi i ngā huarahi rauropi me ngā huarahi utu, me te ine i ngā inenga e tika ana, ka taea e ngā kamupene B2B te huri i te pāpāho pāpori hei haumitanga e whakaputa ana i te pānga pakihi tūturu.
