Imakethe yokutshalwa kwezimali isebenzisa isingathekiso esidala ukugcizelela ukubaluleka kokuhlukahluka kwempahla: ungafaki wonke amaqanda akho ebhasikidini elilodwa. Kodwa, ukuze ngikwandise lokhu kuzindla endaweni yonke ye-B2B, ngiphakamisa esinye isithombe: cabanga ngendlela umkhosi wokudla osebenza ngayo.
Emicimbini yalolu hlobo, akukho ukushoda kwezinketho zazo zonke izinhlobo zokudla: kusukela ekuphekeni okuyinkimbinkimbi kakhulu nokwangempela kuya ezitsheni ezenzelwe izethameli ezinemikhawulo yokudla noma izintandokazi ezithile. Ukuze kudonswe izinhlobo ezahlukene zababekhona, abapheki nababonisi kudingeka bagxile ekuhlukeni, ubuciko, kanye nesilinganiso esihle sesu lokudonsela izethameli ezifanele ngesitsha esifanele, ngomzila ofanele.
Ku-B2B, indlela yokucabanga iyafana. Abathengi bezinkampani bafuna izixazululo ezanelisa isifiso sabo sebhizinisi. Futhi, bebhekene nemenyu ebanzi yemikhiqizo, izinsizakalo, kanye namapulatifomu, kubalulekile ukuthi imikhiqizo yazi ukuthi ingaziveza kanjani. Isu lenethiwekhi eningi-ningi-ke, lisebenza njengohlelo lomcimbi. Inethiwekhi ngayinye yokuxhumana nabantu kanye nesiteshi sokumaketha simelela idokodo elihlukile, ngolimi lwayo, ifomethi, kanye nolwazi.
Ngakho-ke, kuyathakazelisa futhi kubalulekile ukuze kufezwe impumelelo ukukhumbula ukuthi ukuhlukahluka ekukhetheni amapulatifomu namanethiwekhi kudinga izindlela ezichazwe kahle kakhulu ngokolimi kanye nokusetshenziswa kwezinsiza ezitholakalayo. Lezi yizona zindlela ezizonqoba abathengi be-B2B.
Okokuqala, izinhloso eziphelele zenkampani kumele zifakwe kuleli qhinga, kungakhathaliseki ukuthi ukwandisa imali engenayo noma ukuqinisa igunya lomkhiqizo noma lomphathi, isibonelo. Ngemuva kwalokho, kusukela emyalezweni oyinhloko, umgomo uzoba ukuguqula ithoni ngokwephrofayili yesikhulumi ngasinye, kuhlonishwe izici zaso ngasinye.
Lezi zinto zisobala ngokuvamile. I-LinkedIn iyisiteshi esiyinhloko sokuqukethwe kobungcweti, ukukhiqizwa kwabaholi, kanye nokwakha ubudlelwano nabenzi bezinqumo: ama-80% ama-lead e-B2B avela kuyo, okuqinisekisa ukubekwa kwayo phambili njenge-axis ephakathi yesu le-multi-network. Ngokuphathelene namafomethi, ipulatifomu ikhuthaza okuqukethwe okunefomu elide, amavidiyo, ukusebenzisana kwabasebenzi, kanye nokuthunyelwe okunama-hashtag namathegi.
Ngakolunye uhlangothi, i-X (eyayikade iyi-Twitter) ilungele ukuxhumana okusheshayo, kwesikhathi sangempela, ukusekela, kanye nokusatshalaliswa kwezindaba zemboni, ngokukhulunywa ngabantu abanethonya kanye nesikhathi sezitayela noma nini lapho kungenzeka. I-YouTube inconywa ngamavidiyo ezemfundo, izifundo zamacala, kanye nezifundo, ngezinye izikhathi ezikhuluma ngezihloko eziyinkimbinkimbi kakhulu. I-Facebook ne-Instagram zisebenza kahle emikhankasweni eqondiwe futhi zikhiqiza ithrafikhi kwiwebhusayithi yenkampani.
Uhlu oluhlukahlukene lwamanethiwekhi okuxhumana kwe-B2B luyindlela yokunciphisa ukuncika kunethiwekhi eyodwa noma kwenye. Isexwayiso saphakanyiswa ngale ngozi lapho iTikTok, yize ingeyona ipulatifomu ebalulekile ye-B2B, inqamuka ukungaxhunyiwe ku-inthanethi e-United States ngoJanuwari walo nyaka.
Izehlakalo zalolu hlobo zigcizelela isidingo sokuba nezinye izindlela zokugwema ukulahlekelwa okungazelelwe nokukhulu kokufinyelela ezilalelini, kanye nokunikeza isivikelo ezinguqukweni zemithetho yangaphandle.
Enye indlela yokunqoba izinkinga ezifana nokuvinjelwa noma izinguquko ze-algorithm iwukuqapha ukusebenza kwenethiwekhi ngesikhathi sangempela, kanye nohlelo lwezimo eziphuthumayo lokuqondisa kabusha imizamo kwamanye amapulatifomu uma kudingeka. Okubaluleke kakhulu, kubalulekile futhi ukutshala imali ezimpahleni ezizimele, njengewebhusayithi yebhizinisi, indawo elawulwa ngokugcwele yinkampani kanye nesiteshi sokuxhumana ngqo namakhasimende ayo.
Zidinga kakhulu. Phela, siphila ezikhathini zokwenziwa komuntu siqu ngokweqile, ngamakhasimende adinga kakhulu, ngakho-ke, ubudlelwano be-B2B budinga ukudlulela ngale kwezinsizakalo zobuchwepheshe. Kubalulekile ukudala okuhlangenwe nakho okukhumbulekayo kuzo zonke izindawo zokuxhumana. Futhi lokhu kungafezwa kuphela ngedatha, ukuhlanganiswa, kanye nokuguquguquka.
Isu elihlelwe kahle lamanethiwekhi amaningi landisa amaphuzu okuxhumana ohambweni lwabathengi - lowo owenza izinqumo, ekugcineni, oletha endaweni ye-B2B izindlela zokukhetha ezisungulwe ku-B2C. Ngamafuphi, inani elengeziwe kanye nokuzibandakanya kukho konke ukuxhumana, njalo ngokuhambisana komyalezo odluliswayo, ukuhlanganiswa, ukuguquguquka, kanye nesiko eliqinile ledatha elisekela yonke into eyenzeka.
Ngamafuphi: kungakhathaliseki ukuthi kusemkhosini noma emakethe yezinkampani, imfihlo itholakala ekuqondeni izilaleli, ukunikeza ukuhlukahluka njalo, nokuletha inani kukho konke ukuxhumana.
Ngakho-ke, usukulungele ukukhonza okungcono kakhulu komkhiqizo wakho? Ngoba ku-B2B, isifiso sokuhlangenwe nakho okuhle sihlala sivulekile, futhi noma ngubani oletha imenyu engcono kakhulu uyawina iklayenti.
