Pazarlama

Başarılı Olmak İçin Hangi Dijital Pazarlama Kanalını Seçmelisiniz?

Pazarlama

Başarılı Olmak İçin Hangi Dijital Pazarlama Kanalını Seçmelisiniz?

by Roy + Teddy

Hangi pazarlama kanalına yatırım yapmanız gerektiğini biliyor musunuz? Pazarlama kanallarına yapacağınız yatırım, işinizi büyük ölçüde etkileyecek bir adımdır. Yanlış yatırımlar büyük sonuçlar doğurabileceği gibi, doğru yere yapılan yatırımlar da çok şey değiştirebilir. Aynı anda bütün platformlarda yer almak, pazarlamacılar tarafından genel olarak doğru kabul edilir. Ancak bu süreç çok uzun ve yorucu olduğu gibi beklenen geri dönüşü de vermeyecektir. Bu nedenle, büyümeye elverişli ve etkili kanallara yatırım yaparak; daha az yerde ama daha etkin olmak önem taşır. Peki pazarlamacılar bunun için nasıl bir yol izlemelidir?
Ortak Dijital Pazarlama Kanallarına Genel Bir Bakış
İlk olarak hangi şirketin hangi pazarlama kanalını kullandığını ve kimlerin bu kanallardan yararlandığını inceleyelim. Bunların tamamı işinizle ilgili olmasa bile yine de bir göz atmanız, uygun pazarlama stratejisini belirlemenizde işe yarayacaktır.
Ücretli Satın Alım
Ücretli satın alım, geleneksel reklamcılığın dijitale uyarlanan hali olduğundan oldukça yaygındır. Ve çoğu zaman ikiye ayrılarak incelenir, çoğunlukla da farklı oranlarda ve bir arada kullanılırlar.

  • Arama Motoru Pazarlamacılığı
  • Sosyal ve Görüntülü Reklamlar

Arama motoru pazarlaması, Google Adwords ve Microsoft Bing gibi arama ağlarında anahtar kelime teklif etme özelliğidir. Pazarlamacılar, arama ağı reklamları için büyük bir bütçe ayırırlar ve ayrıca pazarın büyük bir bölümü Google’a aittir. SEM bu konuda mükemmel bir seçim olabilir; çünkü bulabileceğiniz en yüksek trafik, sayıları oldukça fazla olan Google kullanıcılarından gelmektedir.
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Bir de sosyal ve görüntülü taraf var. Gün geçtikçe yaygınlaşan bu teknikle özel bir kesime hitap edebilir ve bu şekilde büyük kitleler oluşturabilirsiniz. Ayrıca bu teknik, farklı ilgi alanlarına sahip olan niş kitleleri hedeflemenize olanak tanır. Örneğin, Reddit adlı sosyal paylaşım sitesine alt bildirim olarak reklam verebilirsiniz. Hesaplamaları ayarlayabilirseniz, ücretli satın alım ölçümü kolay yapılabilen bir kanaldır ve bu sizin müşterilerin gözünde uzun vadede değerli olmanızı sağlayacaktır.  Böylelikle hiç de pahalıya mal olmayan bir şekilde yatırım yapmaya devam edebileceğiniz bir geribildirim döngüsüne sahip olursunuz.
Ücretli satın alma hakkında daha fazla bilgi edinmek için bazı kaynaklar şunlardır:

SEO Google, saniyede ortalama 40.000 sonuç buluyor ve bu, günde 3.5 milyar, yılda 1.2 trilyon arama yapıldığı anlamına geliyor. Peki bu aramalardan müşteri edinmek mümkün mü? Cevabımız evet. Bazı işletmeler, özellikle de Yelp, Airbnb, Nitekim veya Thumbtack gibi kendiliğinden yüksek arama hacmine sahip olan alanlarda SEO’lar, tek seçimdir. İçerik siteleri de SEO için harika bir seçimdir.
İlgili resim
Başlangıcı yaptıktan sonra, devamı hızla gelecektir. Ücretli satın alıma başladıktan sonra yatırım akışına son verirseniz, müşteri akışına da son vermiş olursunuz. SEO, sonuçları uzun vadede alınan bir sistemdir.
Denemek için başlayıp kısa sürede ne kadar işe yaradığını öğrenmek neredeyse imkansız gibidir.

seo return on investment ile ilgili görsel sonucu
SEO hakkında daha fazla bilgi edinmek isterseniz aşağıdaki kaynaklara bakmanızda yarar var;

E-Posta Pazarlama
E-posta pazarlamacılığı yapmayan herhangi bir şirket duymamışsınızdır. Bunu iyi yapmayan pek çok kişi var, ancak e-posta pazarlamacılığı diğer satın alma kanallarının sonucunda doğal olarak ortaya çıkmıştır ve hem sadakat oluşturmak, hem de müşteriyle ilişki kurmakta büyük önem taşır. E-posta kesinlikle, potansiyel müşteriler oluştururken bir yandan da hali hazırdaki mevcut müşterilere daha kişisel bir deneyim sunarak ilgi çeken en iyi yollardan biridir. Bazı işletmeler e-posta sayesinde varoluş gösterir.
Örneğin, Groupon, e-posta pazarlaması olmadan bir şirket olmayacaktı.
e-mail marketing ile ilgili görsel sonucu
Ayrıca, bu kategorideki itme ve metin bildirimleri gibi diğer tetiklenen iletişimleri de dikkate alalım. Gün boyunca e-posta pazarlama hakkında okuyabilirsiniz ancak başlamak için aşağıdaki kaynaklara bir göz atmanızı öneririz;

İçerik Pazarlaması
İçerik pazarlaması; SEO, sosyal medya ve halkla ilişkiler gibi geniş kapsamlı bir kanaldır. İçerik denilen şey; müşterileri eğitme, bilgilendirme ve eğlendirme amacıyla hazırlanan çevrimiçi içeriğin oluşturulması ve paylaşımı demektir ve oldukça etkili bir kanaldır.
İçerikle başarılı olanlara örnek olarak Kissmetrics, HubSpot, Crazy Egg ve Buffer verilebilir.
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İçerik pazarlaması oldukça geniş bir kavram olduğu için, nerede başladığı ve SEO veya PR’nin ne zaman, nerede sona ereceği öngörülebilir değildir. Örneğin, Mint’in oluşturduğu erken satın alma stratejisi; misafir içerikleri paylaşma, bahisler ve satın alınan içerikler için blogları hedeflemekteydi. Peki bu içerik pazarlamasına girer mi, bilinmez. Ancak oldukça etkili bir yöntem olup büyük bir başarı elde ettiğini itiraf etmek gerekir.
mint app ile ilgili görsel sonucu

İçerik pazarlaması hakkında daha detaylı bilgi için aşağıdaki kaynakları kullanabilirsiniz;

Viral reklam, hepimizin bildiği gibi en etkili büyüme sağlayan modeldir: Dropbox, Uber, Facebook, Hotmail. İçeriğini çözmeye başlarsanız, başarı elde etmeniz kaçınılmazdır. Satın alınarak elde edilmiş bir kişi, sizi on kişiye kadar ulaştırabilir.
Viralite / yönlendirme ile ilgili kaynaklar:

Eğer satış konusunda iyiyseniz, bunu ölçümlemeniz oldukça kolay olacak. Ancak Buradan başarı elde etmek biraz da sizin marifetinize bağlı. Bunda da alınacak sonuçlar zaman içinde gelsede, beklemeye fazlasıyla değdiğini göreceksiniz.
Yüksek fiyat etiketine veya yaşam boyu değere sahip olan şirketler için B2B satış bir gerekliliktir. Bu konumda olup da satış yapmayan başarılı bir şirket yok gibidir. Bu konuda aşağıdaki kaynaklara göz atmanızda fayda var;

İş Geliştirme ve Ortaklıklar
İster popüler teknoloji ile entegrasyon, ortak pazarlama malzemeleri markalaştırma veya büyük şirketlerle çarpıcı karşılıklı yarar sağlayan fırsatlar olsun, iş geliştirme ve ortaklıkların uygulanabilir büyüme kanalları olabileceği açıktır.
Ortaklıkların bir şirketin tek veya en yüksek performanslı kanalı olduğu nadir görülür; ancak bazen Google veya Microsoft’la olan nadir ortaklıklar, bir başlangıç etkinliğini dünyanın tepesine taşıyabilir. Ayrıca, bazı şirketler, Segment ve Zapier gibi, kendi arzusuyla geliştirilmiş ortaklıklar ve entegrasyonlara sahip olabilir.
Ortaklıklar ve işbirliği üzerine faydalanabileceğiniz kaynaklar ise:

Yükselişte Olan Kanallar
Eğer yükselişte olan bir kanalı deneyeceksiniz hiç süphe yok ki avantajlı konumda olan sizsiniz; özellikle büyüklük ve maddi imkan açısından sizden üstün olan rakipleriniz varsa, yeni kanallar bulmak size taze kan sağlayacaktır. Ayrıca şu an zirvede olan çoğu kanal da bir zamanlar sadece küçük bir kanaldı.
Büyümek için mücadele eden bir pazarlamacıysanız, yeni yollar ve farklı pazarlama fırsatları için sürekli uyanık olmalısınız. Bunun için özellikle nişli reklam fırsatları ve AR ile VR veya buna karşılık gelen uygulamalar için tetikte olmak oldukça faydalıdır.
En Yaygın Hata: Kendinizi Güçsüz Göstermek
Yatırım yapmanız gereken çok mu fazla kanal var? Bu bir sorun demektir, çünkü çok fazla kanala kesinlikle gerek yok. Kanalların hepsinde yer almak bir mecburiyet değil. Unutmayın, şirketiniz büyürken belli bir eşiği takip etmelidir. Bu eşiği takip etmediğiniz sürece çok fazla kanala yatırım yapmak akıllıca bir tercih olmaktan oldukça uzaktır. Ve yapacağınız en büyük hata, her yerde olmanız gerektiğine inanmaktır.
the 80-20 rule ile ilgili görsel sonucu
Belli bir güç yasasını takip eden bir pazarlama stratejisinde olabilirsiniz. Ancak asıl göreviniz; kanalları araştırmak, keşfetmek, onlardan en yüksek verimi almak ve potansiyellerini en iyi şekilde kullanmak amacıyla bu kanalları optimize etmektir.
Çok fazla sorumluluk altına girmek, üretkenliğinizin önündeki en büyük tehdittir; özellikle de bunu pazarlama stratejiniz olarak benimsediyseniz. Birkaç pazarlama kanalında olmak ve hepsi için maksimum efor sarfetmenin sonucu büyük bir hayal kırıklığı olmaktan ileri gidemez.
Pazarlama Kanallarını Seçmeye ve Denemeye Nasıl Başlanır? 
Bunu yeniden hatırlatmakta fayda var, pazarlama stratejisi şirketin aşamalarına göre değişen bir şeydir. Başlarken yapacaklarınızdan çok giderler için kara kara düşünmeniz muhtemeldir. Peki nasıl başlarsınız?
Rakiplerinizin neler yaptığına ve nasıl bir süreçte ilerlediğine bakıp bir değerlendirme yaparak süreci başlatabilirsiniz. Rakiplerinizin SEO ve PPC stratejilerine niceliksel bir bakış sağlamak için SpyFu, Ahrefs, SEMrush gibi araçları kullanın. Oldukça nitelikli bir rekabet analizi yapabilirsiniz. Bir de 5 adımdan oluşan Bullseye Framework’ü kullanmayı deneyin:

  • Beyin fırtınası
  • Rütbe
  • Öncelik
  • Ölçek
  • Odak

Bütün kanalların her birini ayrı ayrı inceleyin ve her biriyle ilgili farklı bir beyin fırtınası yapın.
Çalışmayacağını düşündüğünüz kanalları da es geçmeyin. Kendinize bir öncelik sıralaması yapın. Küçük çapta deneyler yaparak en sonunda bir kanal üzerine odaklanın, bu her zaman işe yarayan bir yöntemdir.
Temel olarak, yalnızca web sitesi veya ürün yerine, çevik pazarlamanın ve deneylerin kanallara kendiliğinden uygulanmasıdır. Kanalları nasıl ikiye katlayacağınız ve uzun vadede seçeceğiniz için orada birçok çerçeve var:
Büyüme Kanallarını Seçme: ROI ve Ölçek 
Sizin çok iyi çalışacak olan bir kanalı nasıl seçiyorsunuz?
Yüksek YG’niz varsa ve kanal ölçeklenebilir bir kanal ise, Brian Balfour’un bu videoda sorduğu gibi, traction kanallarını mı arıyorsunuz yoksa büyüme kanallarını mı? İkisi çok farklı şeylerdir, ortak noktaları olsa dahi. Başlangıç duyurularını doğrulamak ve erken ürün ve pazar geliştirmesine yardımcı olmak için ölçekli olmayan şeyler yapan çekinceleri, misafir postalarını yazmayı, potansiyel kullanıcıları e-postayla göndermede, ve forumlarda potansiyel kullanıcıları ilgisini çekmeyi bulabilirsiniz. Ancak bir büyüme kanalı seçmek için iki faktörü tartmanız gerekir:

  • ROI nedir?
  • Ölçeklendiriyor mu?

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Andrew Chen’e göre, bir başlangıç programını ölçekleyebileceğiniz yalnızca birkaç kanal var:

  • Ücretli satın alma.
  • Viral Reklam
  • SEO
  • Satış
  • Diğer (Microsoft ya da Oracle ile nadir bir ortaklık başlatma gibi).

Burada sözü geçen kanalların tamamının birleştiği bir nokta var: geribildirim döngüleri.
Boris Wertz, yüksek oranda büyümeyi iki maddeye indiriyor:

  • İşletmeniz, kullanıcı başına yüksek Yaşam Boyu Değeri’ne (LTV) sahiptir. Bu, müşteri kazanımı üzerinde çok şey harcamanızı sağlar.
  • İşletmeniz, kullanıcı başına gelir veya kullanıcı başına maliyetten çok fazla endişelenmeden kullanıcıları ucuza satın almanıza olanak tanıyan yüksek bir viral etkinliğe (veya bir ağ etkisine) sahiptir.

Birincisi Workday veya Bounce X gibi bir şirketi ele alabilirsiniz. Bir müşteri onlara çok değer verir. Ve ikinci bir Dropbox veya Tindergibi de olabilir. Arkadaşlar arkadaşlarına söyler ve aslında ağınızdan daha fazlası onu kullanıyorsa üründen daha fazla değer çıkarırsınız, dolayısıyla harcamalarınızı müşteri tavsiyeleri ile çoğaltabilirler.
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Andrew’un bahsettiği ve benim de yukarıda anlattığım şeyi her zaman tekrar hatırlayın: ölçeklendirmek için ROI’yi veya ölçeklendirme imkanı sunan bir kanalı tercih etmek durumundasınız. Bir kanalınız etkileşim aldığında onu daha fazla kaynakla doldurun ve mümkün olduğunca çok kaynakla besleyin.
Daha sonra da bütçenizi en baştan oluşturun, verilerinizi ekiple paylaşın ve mutlaka kanalın işlevini ve etkisini anlayabilmelerine yardım edin. Daha sonra ortaya çıkan performansı devamlı olarak izlemeye alın. YG oranınız değişirse yapılacak tek şey stratejiyi düşürmektir. Her zaman testler yapmak ve yenilik katmak faydalı olacaktır. Tüm kaynaklar ölçeklenebilir olsa dahi YG’yi koruyamayabilirsiniz. Taktik ve kanallar daima yenilenmeye ve geliştirilmeye açık olmalı.
Sonuç
Doğru pazarlama kanallarını seçmeye yönelik birçok fikir var ve söylenen her şey doğru: bu bütün işinizi değiştirebilir veya bozabilir. Aynı zamanda ekip, ürün, şirket aşaması, pazar gibi birçok faktöre bağlı olduğunu unutmayın. Kanalları seçerken ve ölçeklendirirken takip etmenizi önerdiğimiz birkaç ilkemiz var:

  • Yüksek ROI ile ölçekleme yapabilen kanalları seçin.
  • Kendinizi çok zayıf göstermek yerine, birkaç kanala odaklanın.
  • Değişime adapte olmaya çalışın, deneyin. Kanallar ve alınan etkileşimler her zaman değişecektir.
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