Rautaki Hokohoko Urutau
I waenganui i ngā panonitanga tere haere o ngā whanonga a ngā kaihoko, kei te uaua haere te pupuri i ngā rautaki hokohoko "kotahi te rahi mō te katoa". Ka taea e ngā au te huri i roto i ngā wiki torutoru, ka huri ngā rauropi tūāpapa me te kore e mōhiotia nui, ā, ka puta mai ngā kaiwhakataetae mai i ngā huarahi ohorere. Nō reira, he maha ngā pakihi—ngā SMB me ngā kamupene nunui—kei te tīmata ki te whakawhirinaki ki ngā rautaki hokohoko urutau: he huarahi hokohoko tere, e whakahaerehia ana e ngā raraunga ka taea te urutau tere me te kore e ngaro te tirohanga ki te kaupapa matua o te waitohu.
He aha te rautaki hokohoko urutau?
Ko te rautaki hokohoko urutau he huarahi e aro nui ana ki te ngāwari o te whakamahere me te whakatinanatanga o te hokohoko. Engari i te whakatinana i tētahi mahere pakanga kotahi, pakari, ka whakamahia e te hokohoko urutau tētahi huringa poto ake: te whakamahere, te whakatinana, te ine, kātahi ka whakarerekē. Ehara i te mea ko te "tauhohe" noa iho, engari ko te whakarerekē kia inehia kia mau tonu te hiranga me te whai hua o te waitohu.
E toru ngā mea e whakawhirinaki ana te hokohoko urutau: ngā raraunga wā-tūturu, ngā māramatanga kiritaki, me te kaha o te whakahaere ki te neke tere. Ina oti katoa ēnei mea e toru, ka taea e ngā pakihi te whakatau whai whakaaro nui ake, pērā i te whakarerekē i ngā karere pānuitanga, te whakarerekē i ngā hongere, te whakarerekē rānei i ngā tuku i runga i te urupare a te mākete.
He aha i tika ai kia urutau te hokohoko?
He maha ngā take matua e piki haere ana te hiranga o tēnei rautaki:
1. Ngā panonitanga o ngā whanonga kaihoko
He nui ake te wā e pau ana i ngā kaihoko o ēnei rā ki ngā papaaho maha (maha-hongere), he ngāwari te whakawhiti waitohu, ā, e piki haere ana te arohaehae ki ngā uara me te pono o te waitohu.
2. Te whakataetae pakari
Ahakoa ngā pakihi iti, ka taea e rātou te whakataetae mā roto i ngā pānuitanga matihiko, ngā ihirangi rauropi, me ngā mākete. Ko te tere o te ako me te whakatinanatanga te mea e whakatau ana i te rerekētanga.
3. Ngā whanaketanga o te tūāpapa me te hangarau
Kei te akiaki ngā panonitanga ki ngā rauropi, ngā kaupapa here tūmataiti, me ngā au o ngā ihirangi i ngā waitohu ki te whakarerekē i ngā whakatakotoranga karere me te tohatoha.
4. Te whai huatanga o te tahua
Mā te ine auau me te whakahounga tere, ka taea te huri i ngā moni hokohoko ki ngā rautaki e tino whai hua ana.
Ngā mātāpono matua o te rautaki hokohoko urutau
Nō reira, ehara te urutau i te tikanga "te whakarerekē i ngā mea katoa me te kore he aronga", engari me pupuri tonu ētahi mātāpono:
1. Ngā whāinga pumau, ngā tikanga ngāwari
Me mārama ngā whāinga a ngā waitohu: hei tauira, te whakapiki i ngā hoko mā te 20%, te whakawhānui i te wāhi mākete, te whakanui rānei i ngā ota anō. Tērā pea ka rerekē ngā huarahi hei whakatutuki i ēnei whāinga, engari ka rite tonu te ahunga.
2. He mea hangai ki ngā raraunga, ehara i te mea he mea hangai ki ngā whakaaro noa iho
Ka puta ngā urutaunga pai ina kitea he tohu kaha: he hekenga o ngā reiti tahuritanga, he hunga whakarongo e aro nui ake ana, he pikinga rānei o ngā utu pānuitanga. Mā te raraunga ka ārai i ngā whakatau ohorere.
3. Ngā whakamātautau hanganga
Ko te hokohoko urutau e whakawhirinaki ana ki te whakamātautau me te hapa: te whakamātautau A/B o ngā tuhinga, ngā tirohanga, ngā whārangi taunga, ngā tuku rānei. Heoi, me whai ariā, me mārama ngā taurangi, me te rohe wā hoki ngā whakamātautau.
4. Arotahi ki ngā kiritaki
Ehara i te mea ko te whai i te rongonui noa iho, engari ko te mārama ki ngā hiahia o te kiritaki. He pai ake te aro atu ki ngā āwangawanga a te kiritaki mā te urutau tika, kaua ki te whai noa i ngā au hou.
5. Te mahi tahi a-rōpū
Me whakawhitiwhiti kōrero ngā tīma hokohoko, ngā tīma hoko, ngā tīma ratonga kiritaki, me ngā tīma hua. Ka taea e ngā amuamu a ngā kiritaki te noho hei tirohanga ihirangi, ā, ka taea e ngā raraunga hoko te tohu ko ēhea ngā hua me whakatairanga.
Ngā taahiraa hei hanga i tētahi rautaki hokohoko urutau
Anei tētahi anga mahi ka taea te whakamahi:
1. Te mahere i ngā āhuatanga me ngā hunga whakarongo
Tīmata mā te kohikohi i ngā mōhiotanga taketake: ko wai ō kaihoko matua, he aha ngā mea e pāngia ana e rātou, me pēhea tā rātou whakatau. Ka taea te wehewehe i ngā mea mai i te mea māmā (tau, tauwāhi, mana hoko) ki te mea hohonu ake (ngā hihiri, ngā tikanga hokohoko, ngā manakohanga o te hongere).
Ngā taputapu e whakamahia pinepinetia ana: ngā rangahau kiritaki, ngā tātari paetukutuku, ngā raraunga mākete, ngā tirohanga pāpāho pāpori, me ngā uiuinga poto me ngā kiritaki pono.
2. Whakatauhia ngā KPI e tika ana
Me iti noa iho ngā KPI hokohoko urutau, engari me whakaatu i ngā wāhanga rerekē o te hāneanea. Hei tauira:
– Te mōhiotanga: te toro atu, ngā kitenga, te tere mātakitaki ataata
– Whakaaroaro: CTR, wā i te whārangi, tāpiri-ki-te-kāreti
– Tahuritanga: reiti tahuritanga, CPA, ROAS
– Te pupuri: te tere hoko anō, te hurihanga, te NPS
Mā ngā KPI tika ka māmā ake te arotake wawe mēnā me huri te karere, te hunga whakarongo, te hongere rānei.
3. Whakatūria he pūnaha aroturuki auau
Ko te tikanga o te urutau ko te aroturuki i te mahi i ia wā. Mō ngā pakihi iti, he rawaka ngā pūrongo ā-wiki. Mō ngā kaupapa nui, he rawaka pea ngā pūrongo o ia rā. He mea nui kia whakamāramahia ngā inenga i roto i te horopaki: ko te hekenga o ngā hoko ka puta mai i te taonga, i te wā o te tau, i ngā whakatairanga rānei a ngā kaiwhakataetae.
Whakamahia he papatohu māmā hei ārai i tō rōpū kei totohu ki ngā raraunga. Arotahi ki ngā au me ngā huringa nui.
4. Te hoahoa kaupapa whakawhitiwhiti
Ko te tikanga o ngā kaupapa whakatairanga ā-tauira, ka hangaia ngā rauemi hokohoko i roto i ngā "poraka" ka taea te whakakapi: he maha ngā putanga o ngā pane kōrero, ngā CTA, ngā tirohanga, ngā koki ihirangi, me ngā momo tuku. Pērā ai, ina heke te mahi, kāore te tīma e hiahia ki te waihanga i tētahi kaupapa whakatairanga hou mai i te tīmatanga—ka whakakapi noa i ngā waeine motuhake.
Hei tauira: ki te ngoikore haere tētahi pānuitanga he koki "ōhanga", ka taea te whakakapi ki tētahi koki "whai hua", "moni" rānei, "haumaru mō te whānau" rānei, me te kore e whakarerekē i te rautaki whānui.
5. Whakahaerehia ngā whakamātautau tere me te ine
Whakamahia he huarahi tere (hei tauira, 1–2 wiki) hei whakahaere i te whakamātautau. Whakatauhia:
– Te whakapae (hei tauira: "Ka piki ake te huringa mā te tuku tāpiri")
– Ngā taurangi kua whakamatautauria (tuku, tārua, hōputu)
– Ngā inenga whāinga (reiti tahuritanga, CPA)
– Te roanga iti rawa me te maha o ngā tauira
Kaua e whakarerekē i ngā mea maha i te wā kotahi, nā te mea he uaua ki te matapae i ngā hua. He pai ake te whakamātau i ngā huringa iti, pumau.
6. Te arotau i runga i ngā kitenga, kaua i runga i ngā kare ā-roto
Kia oti te whakamātautau te whakahaere, whakatauhia:
– Tauine: whakapiki i te tahua i runga i te putanga toa
– Whakahou: whakapai ake i te putanga tata angitu
– Kati: kati ngā rautaki kino
Koinei te ngākau o te hokohoko urutau: ngā whakataunga tere, e ahu mai ana i ngā taunakitanga.
7. Whakaritea he mahere āwhati
Ka puta ohorere pea ngā huringa: ka piki ake ngā utu pānuitanga, ka herea ngā pūkete, ka pāngia rānei te tirohanga a ngā au kino ki te waitohu. Hei tauira, ka āwhina ngā mahere āwhati i ngā pakihi kia noho pumau, arā:
– rārangi o ngā hongere tārua (īmēra, WhatsApp, hapori)
– ngā rerekētanga a te kaiwhakarato, ngā taonga haumaru rānei
– SOP mō te whakawhitiwhiti kōrero mō ngā āhuatanga ohorere
Ngā tauira o te whakatinana i ngā rautaki hokohoko urutau
Mehemea kei te whakahaerehia e tētahi waitohu inu hauora tētahi pānuitanga e aro ana ki ngā tāne me ngā wāhine taitamariki. I muri i ngā wiki e rua, ka whakaatuhia e ngā raraunga he CTR teitei engari he iti ngā reiti tahuritanga. Ko te tikanga he mea whakahihiri te pānuitanga, engari kāore te whārangi taunga, te tuku rānei i te mea kukume. Kātahi ka whakatikatika te tīma:
– Kua whakarerekētia te whārangi taunga: kua tāpirihia ngā whakaaturanga me te whakamārama poto ake mō ngā painga
– Te whakamātautau i ngā tuku e rua: “pūtāhui penapena” me te “whakamātauria te pounamu kotahi”
– Hurihia tetahi wāhanga o te tahua ki te arotau anō ki ngā manuhiri kāore anō kia haere atu
Nā reira, ka piki ake ngā tahuritanga mai nā te mea kua whakaitihia ngā arai hoko, ehara i te mea nā te pikinga ake o te tahua anake.
Ngā wero noa me pēhea te wikitoria i aua wero
1. Te huri i te ahunga i ngā wā maha rawa
Otinga: Wehea te "rautaki" (pūmau) mai i te "rautaki" (ngāwari). Arotakehia ngā rautaki, kaua te tuakiri waitohu.
2. He pōrearea, he kore rānei e wātea ana ngā raraunga
Otinga: Tīmata mā te māmā noa iho—te aroturuki taketake, ngā hononga UTM, me ngā tuhinga hoko. He mea nui ake te kounga raraunga i te uaua o ngā taputapu.
3. He puhoi te mahi a te tīma
Otinga: Waihangahia he tauira ihirangi, he SOP tere te whakatikatika, me ngā maramataka tere. Me whai rerengamahi ngāwari ake ngā tukanga mahi urutau.
4. E wehi ana ki te whakamātau nā te wehi kei hinga
Otinga: Tohaina he "pūtea whakamātautau" iti. Whakaarohia ngā whakamātautau hei whakapaunga ako ka taea te ine.
Te Katinga
Ehara i te mea he ia haere noa ngā rautaki hokohoko urutau, engari he mea nui i roto i te mākete hihiri o ēnei rā. Mā te whai whāinga mārama, te ine tika, te whakamātautau hanganga, me te mahi tahi a ngā tīma, ka taea e ngā pakihi te neke tere me te kore e ngaro te ara. Ko te urutau ko te ako tonu i te mākete—me te huri i taua ako hei painga whakataetae. Ina whakatinanahia tonutia, ka āwhina tēnei rautaki i ngā waitohu kia ora, kia tipu, kia noho whai tikanga i waenga i ngā huringa tonu.
