Ixesha lokungenzi inzuzo ukuyeka ukucinga malunga namajelo eendaba ezentlalo njengeziteshi zokuthengisa zamahhala.
Kukho izigidi zabasebenzisi abanomdla ukuzityhila ukuze bafunde izithuba kunye neetweets kwi-nonprofit yakho, kodwa bangenakufumana ithuba lokubona abaninzi babo. Ngaphandle kokuba i-nonprofit yakho ikulungele ukubeka ezinye iibhaksi kwitheyibhile.
Kwakukho ixesha apho amajelo asekuhlaleni asondele ngokupheleleyo. Uninzi olungenzi-nzuzo lukhankanywe ukuzama i-Facebook, i-Twitter kunye nabanye ukufikelela kubalandeli babo nokufumana abaxhasi abatsha.
Oko akuselona iqiniso. Sekunjalo, nangona i-organic flow isingxowankulu kwaye ingqwalaselo ihamba ngokuncipha, ukungenzi nzuzo kuye kwachasa kakhulu, kuncinci kwamkelwa, kuhlawula intengiso kwizentlalo zentlalo.
Nangona kunjalo, ukukhangisa nge-digital, kubandakanye imidiya yoluntu kunye neentengiso zeselula, kwanda i-28% ngo-2014 ngo-2013. "Izikhangiso ezithandwayo" - iintengiso ezihambelana neetoni, umxholo kunye nokubukeka kweso sayithi apho bahlala khona-zixhaphaza ekuthandeni. Eyona nto ibhetele ihlala ingabonakali nakwezinye iziqulatho kwisayithi - cinga ngokubonakala kweZithuba ezixhasiweyo kwi-Facebook News Feed okanye Ukhuthazwe iifayile kwi-Twitter yakho. Ezi ntengiso zinezinye iimbonelelo zamehlo ngosuku.
Ukuba lo mgangatho uyaqhubeka, ukungenzi nzuzo ongenakuhlalutya imali ngemali yentengiso yeentlalo kuya kufakwa kwi-News Feed uthuli.
Nangona kunjalo, ngenxa yokuba imidiya yoluntu ibe "yi-pay-to-play" ayithethi ukuba iincinci ezingenzi-nzuzo kufuneka ziyeke ukuhlaliswa luluntu ngokupheleleyo. Impumelelo kumajelo asekuhlaleni awazange afikeleleke kwindawo yokuqala - kufuna ukutyalomali kwexesha, izibonelelo kunye nophuhliso lobugcisa.
Ngako-ke, ingenakunceda njani ukungena-nzuzo ngenkokhelo yentengiso yentlalo ngokukhawuleza? Nazi izinto ezithoba ezenzelwe ukungenzi inzuzo ukuqhuba umkhankaso wokupapashwa kwentlalo ophelisa ukuzihlawula.
1) Beka injongo.
Ngokuqhelekileyo ndiva malunga neengenzi-nzuzo nje ngokuchofoza kwiqhosha elithi "Khuphuza iPost", okanye ukudala i-Facebook Ad Ad, ngaphandle kwesicwangciso okanye injongo yokuphela engqondweni.
Kufana nokucoca imali phantsi kwendlu yangasese. Ngaphambi kokuba udale umkhankaso wokubhengeza imidiya yoluntu, cinga ngezinto othemba ukuzifeza.
Ngaba ufuna ukunyusa iminikelo? Ukufunda ibhulogi? Ukuya kwintlanganiso? I-imeyile isayina?
Iintengiso zeNtlalo zifuna i-Crystal Clear Call to Action ukuze iphumelele. Hlalani nicinga malunga nendlela oya kulinganisa ngayo iziphumo zentengiso yakho ehlawulwayo - kungekhona "ukuthabatha" okanye "ukuphakanyiswa kwesaziso" kodwa kumanani abandayo, amanxeba.
2) Beka uhlahlo lwabiwo-mali.
Unokuphumeza iziphumo ezinkulu kunye nohlahlo lwabiwo-mali oluthathakayo lweentengiso zoluntu. Zama i $ 50 ukuqala. Zonke iiplani ezinikezela ngeentengiso zivumela ukuba ubeke uhlahlo lwabiwo-mali, isamba-mali, kunye nemihla yale phulo.
Cinga ngokudala lesi sikhangiso njengokuba uza kuphuhlisa umkhankaso othile wokuthengisa okanye ukuxhaswa kwezimali, ngokuqala, phakathi kunye nokuphela. Uhlahlo lwabiwo-mali lufanele lubonakalise ukuba luninzi iintsuku ofuna ukuqhuba ngalo phulo, bangaphi abantu ofuna ukufumana isikhangiso kunye neziphumo ezikufanele kuwe.
Ukuba uchitha i-$ 50 kwisibhengezo kwaye ufumane i-newsletter ye-imeyili entsha ye-imeyile ye-imeyili, yintoni efanelekileyo? Ixesha lokuba ufumane iidatha kwizigqibo zakho zokuthengisa, kwaye uhlawulelo lwentlalo luyindlela enkulu yokuqalisa.
3) Iithagethi. Nceda, nceda ujolise.
Akuyi kukunceda ukuba ufuna ukufikelela kwi-Millennials , kodwa awujolise kwisibhengezo sakho ukuba ufikelele kubo.
Ukuba unesiganeko eBoston, kodwa ujolise isimemo somcimbi kubo bonke abakulo hlanga, oku akusebenzi kakuhle imali.
Ukujolisa isikhangiso sakho sentlalo yinto ebalulekileyo yenkqubo. Cinga ngoobani ofuna ukufikelela. Ngaphandle kobuchule bokujoliswa kwabaphulaphuli, isikhangiso sakho siza kugwalala siphele. Nangona kunjalo, inxalenye ephambili yentengiso yentlalo yikhono lokuphawula amaqela kunye nabantu ofuna ukufikelela kuzo!
Kwi-Twitter, unokujolisa ngegama elingundoqo okanye ibinzana elibalulekileyo. Unokujolisa isikhangiso kwabanye abalandeli beakhawunti. Ukuba ungumntu wesithandwa sabasetyhini, ungenza isikhangiso esiza kubonisa kubalandeli be-Twitter abancedisayo abanemisebenzi efanayo. Sisiphi isicwangciso esilungileyo-esona sinexabiso elininzi kunye nokuziphatha ngokwemigaqo kunendlela yokudala esikolweni yokuthenga uluhlu lweposi! Ukufumana iinkcukacha malunga nokuseka isikhangiso se-Twitter, tyelela ibhulogi yabo yebhizinisi.
I-ad target Facebook iyakwazi kwaye kufuneka ibe yi-hyper-specific. U-Dave Kerpen, i-CEO yeNgingqi ebonakalayo, wathi, "Uyazi ukuba yintoni epholile kunokufikelela abantu abayizigidi ezigidi kwi-Facebook? Ukufikela ilungelo labantu abayi-1 000 kwishishini lakho, okanye ilungelo eli-100, okanye ilungelo 10 okanye elifanelekileyo."
Ukuvavanya iindlela ezijoliswe kwi-Facebook, uKerpen wayenomdla ngokukodwa ngokubhekiselele ekutshatweni kwabatshatileyo, amabhinqa, abasebenzi abaneminyaka engama-34 abakwi-Likable Media. Isibhengezo sathi, "Ndiyakuthanda, uCarrie." Kwaye kuphela umfazi wakhe, abantu abayizigidi ezigidi kwi-Facebook, bakubona! Yiloo nto ebaluleke kakhulu!
I-nonprofit yakho ingafuna ukujolisa ngaphezu komntu oyedwa (kodwa leyo yayiyindlela efanelekileyo yokubulela umxhasi omkhulu okanye umxhasi wezehlakalo). Sebenzisa izixhobo ezifumanekayo ukuchonga abaphulaphuli bakho abakhulu ngokubaluleka, indawo yabantu, iimfuno, ukuziphatha kwe-intanethi kunye nezinye iindlela ezijoliswe kuzo.
Ukufumana ezinye iinkcukacha kwi-Facebook ekujoliswe kuzo, funda njani Ukujolisa kwiZaziso ze-Facebook kwiblogi yazo.
4) Sebenzisa iziboniso zokubamba amehlo.
Ehlabathini lamajelo asekuhlaleni, ukungenzi-nzuzo kuhlale kukhuphisana ukunxibelelana kwabasebenzisi kwi-Facebook News Feed, ukusakaza kwe-Twitter, i-Instagram feed, kunye nokunye okunjalo. Ukubonwa yimfazwe engapheliyo engenazo iinzuzo ngaphandle kokunye okungeyona inzuzo. Siyancintisana namashishini, amaqela anomdla, iintengiso, ezopolitiko, iindaba, kwaye, ngokuqinisekileyo, intsapho kunye nabangane.
Xa uqala umkhankaso wokupapashwa kweentlalo, kubalulekile ukuba ube neziboniso ezifanelekileyo. Yintoni ebonakalayo "ebonakalayo"? Omnye oza kubonisana nabaphulaphuli bakho kwaye ubanyanzele ukuba bazalise isenzo esifanelekileyo.
Ngaba oku kubonakala ngathi ngumyalelo omude? Ingayiyo. Nangona kunjalo, yinyaniso echanekileyo yokuba iifowuni ziqhuba ukubandakanya kuzo zonke iiplatifti zentlalo. Zonke izinto ezingenzi nzuzo, kungakhathaliseki ubungakanani okanye uhlahlo lwabiwo-mali, kufuneka zijoyine iqela lokuthengisa .
5) Khuthaza kuphela izinto ezilungileyo.
Ndilandela i-mantra eyenziwe nguJohn Haydon-Yenza kuphela into emangalisayo. Musa ukutshintshela isithuba esasinganyanzelwanga ngabalandeli bakho kwi-Facebook - bayayigatya ngenxa yesizathu! Khetha izinto ezibangele ukuphazamisa, ukudala ingxoxo okanye ukufumana izabelo ezimbalwa. Ukuphucula ukufikelela kwayo kunye nokukhangisa kuya kunceda kuphela ukuya phambili kwaye uthinte abantu abaninzi nangaphezulu.
Musa ukuhlawula ukubeka isikhangiso esisiqingatha-sibheke, esinegama elibi kunye nomfanekiso ogqityiweyo ngaphakathi kwintlalo yoluntu! Khetha amagama kunye nemifanekiso yakho ngokucophelela. Sebenzisa imifanekiso kunye nolunye ulwimi oluye lwasebenza ngexesha elidlulileyo ukubandakanya abaxhasi bakho kwaye ufune impendulo. Khangela i-email blasts, iifayile, izikhonkwane, iifoto kunye namavidiyo omxholo ogqwesileyo kakhulu wokukhuthaza.
6) Yenza kube lula kakhulu.
Apho ndibona ezininzi ezingenzi nzuzo ezingaphumeleli kumajelo asekuhlaleni nakwintlalo ehlawulwayo yinani lezithintelo abazibeka endleleni yokufumana isenzo esifanelekileyo. Ukuba uqhuba iphulo elithile lokubhalisa abantu abaninzi kwisiganeko, musa ukuthumela abantu kwiziko lakho eliphambili lewebhu lewebhu apho kufuneka bachithe imizuzwana embalwa befuna iRejista yeRejista!
Akunjalo, andinandaba ukuba iqhosha likhona apho, kwikhasi lasekhaya, kwifayili ebomvu ye-100-point. Ukuba ucela umsebenzisi ukuba anqakraze kwisikhonkco kwisibhengezo, kwaye uhlawula loo nqakrazo, kufuneka uthumele ngqo kwindawo abafuna ukuya kuyo!
Nakhu apho ukufika kwamaphepha kufike khona. Amaphepha omhlaba ahamba phambili kwiiwebhusayithi okanye kumaphepha apha kwiwebhsayithi yakho ukuba iinkcukacha zifuna ukuba umntu azenze ntoni emva kokuchofoza kwikhonkco. Zakhelwe ukulungiselela injongo ethile - ukufumana umnikelo, umzekelo. Iingcebiso ezilisithoba ekusebenziseni iphepha lokungena kunye nomkhankaso wakho weentlalo ohlawulelwayo, funda olu thunyelwe nguHootSuite.
7) Thetha ulwimi lwesiza ngasinye.
Yintoni eya kusebenza kakuhle kwi-Twitter ayikwazi ukusebenza kakuhle kwiPinterest . Elinye iqela lezokuzonwabisa loluntu linamandla amakhulu kunye nobuthathaka. Kwakhona, abaphulaphuli bakho bajonga ngathi bahluke kakhulu kwiqela ngalinye lentlalo.
Thatha ixesha lokuhlola ukuba zeziphi iintlobo zezithuba, iifayile kunye nezikhonkwane zifumana ukulandelelana kunye nokubandakanyeka kunye nabalandeli bakho kunye nabalandeli. Qiniseka ukuba ulandele iMigomo yeNkonzo yesayithi nganye okanye isaziso sakho singasuswa.
8) Uvavanyo. U vavanyo kwakhona.
Intengiso yeNtlalo ayikho "into eyenzileyo kunye eyenziwe". Ukuba isikhangiso asisebenzi okanye sikufumana iziphumo ozilindeleyo, hlaziya kwakhona.
Shintsha umfanekiso. I-Wordsmith ulwimi. Ngamanye amaxesha i-tweak encinci ingenza umehluko omkhulu kwiziphumo zakho.
Enye imibutho iqhuba iintengiso ezimbini okanye zintathu ngelo xesha zize ziphelise ezo ezingenzi ixesha elifutshane.
9) Kulungiselela iselula.
Ngolona uninzi lwentlalo yoluntu olusetyenziswa kwiidivaysi eziphathekayo (ngokusebenzisa i-Facebook, i-Twitter zokusebenza), i-nonprofit yakho kufuneka iqinisekise ukuba ulungiselele umxholo wakho we-intanethi ngokubukela kweselula.
Ukufumana ukuba umxholo wakho wewebhusayithi ulungele ukuhamba-funda, funda i-athikisi yam ethi Yintoni entsha yeTshintsho kwi-Google Usesho ibhekisela kwiWebhusayithi Yakho Yingenzi-nzuzo kwaye ukhangele i-Intanethi ye-Intanethi ye-free-Test Friendly.
Ingaba ungumbutho omncinci okanye omkhulu, abaphulaphuli bakho belizwe lonke okanye idolophu encinane, ukuhlawula iintengiso zentlalo yindleko ephantsi kunye neendlela ezilula zokuphumeza iinjongo zakho zokuthengisa.
Ixesha lokuyeka ukukhalaza malunga nokunciphisa ukufikeleleka kumajelo asekuhlaleni kwaye uqondise ukuba amandla kwezinye iintengiso zentlalo. Nokuba isabelomali encinci, ukuba ijoliswe kakuhle, ingaba nenzuzo enkulu.
U-Julia Campbell ngumthombo weendaba ezentlalo kunye negalelo eliqhelekileyo kule ndawo. Siyamthanda ubuchule bakhe kunye nenkxalabo yangempela ngokuncedisa ukungenzi inzuzo ukuphumelela nokuthengiswa kwentlalo. Khangela i-bio yakhe epheleleyo ngolwazi malunga neblogi yakhe, ii-webinars, kunye nokunye.