TILIUCBIT SUCCESSOCEANS | SO TEAM

CHINLC
CHNHBNCN
PHIHCTCCH
LMMARKETING
CAAPPLE
7
PAGE 1 SUCCESS OCEANS SO TEAM PUBLISH

#1 T DUY LI CCH
THC QUNG CO
APPLE DA VO 2 CHIN LC KHC
BIT HON TON: V TH SN PHM V
TING VANG C C T NH GI
TCH CC CA TRUYN THNG

Ngay c khi bn khng c ngun Tuy nhin, bn c th t t ra cu

lc v ngn sch nh Apple, th bn hi Lm th no c th thc hin
vn c th tn dng cch tip cn c b mt marketing ca Apple
ny. trong th gii kinh doanh ca bn?

Bn c th hon ton tip cn Mt cch thc khc s dng b

c ngi trong cuc v ngi to
nh hng. Nu bn thuyt phc
mt ngi to nh hng rng sn
phm hay dch v ca bn c gi tr
v lin quan ti khch hng ca h,
th h s chia s n cho nhng
ngi theo di h.
mt ca Apple l p dng chng
trnh dng th min ph. Hy ngh
dng th sn phm hay dch v ca
bn i li nhn c s khen
ngi tch cc ca khch hng tri
nghim.
PAGE 2
Nu sn phm dng th min ph
ca bn khng kh thi, khi , hy
lin h vi cc khch hng hi lng
hin c ca mnh v yu cu h nh
gi hay nhn xt. ng nhng nhn
xt ny ln trang web ca bn.
Khng qun nh km hnh nh
hoc avatar cng vi mi nhn xt
ca khch hng, tn v ng link
quay tr li trang web ca h nu c
th
iu ny s mang li thm nhng
minh chng mang tnh x hi v
nhng nhn xt tch cc ca khch
hng i vi thng hiu ca bn
Bn cng c th thc hin chin
lc to chin thng ny ca Apple
bng cch xy dng cc tnh hung
nghin cu.
SUCCESS OCEANS SO TEAM PUBLISH
Adam Sutton thuc
MarketingZeus.com cho rng bn
nn s dng mt cng xy dng
tnh hung nghin cu cho mnh nh
sau:
1. Thch thc- m t vn khch
hng ca bn phi i mt hoc m
t c hi h cn nm bt ly.
2. Hnh ng- nhanh chng cp
cch thc lm th no khch hng
tm ra cng ty ca bn, sau , tp
trung vo cc bc i bn a ra
gii quyt thch thc. C th v
chng minh kh nng lm vic cng
chuyn mn ca mnh vi khch
hng.
3. Kt qu- Th hin cch bn loi b
thch thc v mang li li nhun cho
khch hng.
PAGE 3 SUCCESS OCEANS SO TEAM PUBLISH

#2 KH NG I U
BNG GI C
CNH TRANH V GI C TH S LM
SP HON TON CNG VIC KINH
DOANH CU BN- V APPLE CHC CHN
BIT IU NY

Gim gi v cnh tranh v gi s Apple tp trung vo USP ca h (

dn ti mt cuc ua vo ng ct.
iu ny nghe chng nh l mt
tng hay, tuy nhin, l tm nhn
thin cn bn nhn c iu
tng xng vi ci bn b ra cha
bao gi ng n th khi cc doanh
nghip v nhng ngi lm ngh t
do c gng h thp gi ca nhau
xung.
xut gi tr c nht) chnh l thit
k p mt m bn c th nhn thy
ngay khi m hp vi bao b ngy
cng nh gn hn.
Cn chi ph th sao? , chng ta
va ni Apple tuyt i khng cnh
tranh v gi! Thc t, bn s phi
chc chn mt iu rng s phi tr
gi cao hn-i khi ci gi rt cao
c c mt sn phm ca Apple so
vi phin bn ca cng sn phm
tng t ca i th cnh tranh.
PAGE 4 SUCCESS OCEANS SO TEAM PUBLISH

Apple khng ti s cnh

tranh. Trong khi ngi khc tp
trung vo mt tnh nng th mnh
duy nht, th Apple tp trung vo
ton b sn phm v thc t
chng minh iu .

Bn c th thc hin cng chin

lc ny, bt k th trng bn tham
gia l th trng ngch hay ngnh v
bt k m hnh kinh doanh ca bn
l g.

D bn ang bn cc sn phm
hay dch v, yu t to ra chin
lc mang li hiu qu cho bn l
chc chn rng bn iu chnh gi
cao hn.
 PAGE 5 SUCCESS OCEANS SO TEAM PUBLISH

#3 N GIN HA
CCH MARKETING
APPLE HIU RNG CC KHCH HNG
CNG NGH THNG GP LNG TNG.
IU NY CNG NG VI CC TH
TRNG NGCH V CC NGNH KHC.

Apple hiu rng cc khch hng Apple cng p dng nguyn tc

cng ngh thng gp lng tng. ngy vo cc chng trnh chy
iu ny cng ng vi cc th qung co. Bn cn nh nhng im
trng ngch v cc ngnh khc. c in ny khng Mac v PC?

Apple gip gim s bi ri ca iu m cc qung co v

khch hng bng cch n gin ha
trang web v cc bn doanh s ca
mnh. H trnh ton b cc thut
ng ngnh.
Thay vo , h s dng cc t
ng n gin, trc din v h
thng nhn mnh nhng li ch m
khch hng cn v s hn hoan
nhn c m vn duy tr kiu cch
n gin v khch hng ca h thch
iu
marketing ca Apple truyn ti khng
phi l cc thng s v tnh nng m
hn th l cch thc lm th no
sn phm c th thay i cuc sng
ca bn v lm cho cuc sng tt
hn. Tuy nhin, Apple khng dng li
.
Cc sn phm ca h lun c
thit k kiu dng p v nh nhn,
vi gam mu n gin, tinh t, gn
nh.
PAGE 6
H mang theo trit l n gin
hn s tt hn suyn sut cc dng
sn phm ca mnh. H khng lm
cho khch hng tim nng lng tng
vi qu nhiu la chn, thng s hay
cc ty chn.
Bn c th p dng v d ca Apple
trong lnh vc ca mnh nh th
no?
Bt u bng cch chc chn rng
trang web v blog ca bn c nhng
ni dung c th sng lc c.
Nghin cu ch ra rng ch 16% cc
khch gh thm trang web c tng
t trn trang
a s ngi dng - 79% c lt
cc trang web.
m bo ni dung ca bn c
th sng lc, hy s dng cc gch
u dng truyn ti cc li ch.
m bo cc tiu v tiu ph
phi r rng, sng ng v dn dng
ln.
SUCCESS OCEANS SO TEAM PUBLISH
Khng c a ra tng tnh nng
sn phm hay dch v trn trng.
Thay vo , tp trung vo gi tr ct
li nht ca tng sn phm. sau ,
nhn mnh vo gi tr .
Nu bn c cc mc dch v hay
sn phm hoc gi sn phm khc
nhau, th hy lm sao khch hng
d dng so snh v i chiu tng
mc h c th thy tnh
nng/li ch no hp dn vi h nht.
La chn mt thit k tinh t, nh
nhn cho cc trang ch ca mnh.
Gim bt cc trang ph xung quanh
cc phn ni dung quan trng trong
trang nh thanh bn v cc cng c.
Khi , ngi dng ch tp trung vo
sn phm chnh.
Cui cng, nu bn c ngn sch,
hy thu mt ngi chuyn vit
qung co, c bit l cc trang bn
hng dch v v sn phm quan
trng.
PAGE 7 SUCCESS OCEANS SO TEAM PUBLISH

I CHUYN
#4 N
THEO NGN NG
CA KHCH HNG
APPLE KHNG HON TON KHNG
CP N CC THNG S V CHI TIT K
THUT SN PHM.

Tuy nhin, h a vo cc trang Apple bit rt r khch hng. V h

trong. Khch gh thm website ca
Apple trc tin phi cun cc hnh
nh sn phm p mt v trang
qung co n gin c font ln s
cho h bit v cc li ch ca sn
phm.
Ban u, khch hng ca Apple s
khng tm c nhng t nh
megabytes hay gigahertz. H tm
cc t m h bit v hiu nh:
1. Vin knh
2. Mn hnh hin th vng mc
3. n nn LED
bit ni theo cch khch hng cm
thy thoi mi, khng b lng tng
hay bi ri.
Trang web ca bn c ni theo
ngn ng ca khch hng? Hy to
ra mt danh mc khch hng cho
tng phn on i tng khch
hng chnh l cch tt nht bn
tm ra vn .
Tt hn na, qu trnh to danh
mc ny s gip bn hiu c i
tng khch hng ca mnh hn.
PAGE 8
Khi , bn c th mang li cho
khch hng iu h ang tm kim-
v gip ni dung ca bn tr nn
hp dn hn v ng gi hn.
Di y l cch thc lm th no
m bo rng bn ang trao i
vi ngi dng v khch hng ca
mnh theo cch h hiu c v
cm thy thoi
Bc 1: xy dng danh mc khch
hng-hoc avatar khch hng- i
vi tng phn on khch hng
chnh. Danh mc khch hng cng
chi tit, th vic s dng chng s
hiu qu hn.
Bao gm cc yu t nh tui tc,
gii tnh, ngh nghip v cc thng
tin c nhn khc cng vi cc c
im v ni au, s hi, mong
mun ng lc no thc y h
mua sn phm? H cn iu g trc
khi h tin bn? bn c th p ng
nhu cu nh th no?
SUCCESS OCEANS SO TEAM PUBLISH
Bc 2: t tn cho tng danh mc.
Tm hnh nh ca mt ngi- gm
hnh nh t Google hoc kho nh
trn web- ph hp vi danh mc.
tng y l to ra mt danh mc
trng thc t, sng ng.
Bc 3: trao i vi nhng ngi
ny trong bn marketing ca bn
theo ngn ng h hiu c. Nhn
tng trang trn web v hiu nh li
nhng ni dung khng ging vi
cch thc bn ang thc s ni
chuyn vi h.
Gi v nh bn ang ni chuyn
vi ngi v trang qung co ca
bn s tr nn hp dn vi nhng
khch hng tng t
PAGE 9 SUCCESS OCEANS SO TEAM PUBLISH

T K TRI
#5 THI
NGHIM TT CHO
KHCH HNG
MT TRONG NHNG IU M NGI
HM M APPLE NH GI CAO V MY
TNH CA APPLE L VIC CI T D
DNG. N GIN THEO NG NGHA
EN L M LN, CM, BT..

ng vy, Apple dnh hng nghn thc hin b mt con mt thit

gi vo vic th nghim v thit k,
tinh lc nhng thit k ny. H lm
vy nhng g bn trong chic hp
khp vi hp v hp khp vi nhng
g bn trng
Tri nghim ca hng Apple khng
ch l mt cuc do chi nhanh
chng i vi hu ht mi ngi. H
vo ca hng v dng chn li
th nghim sn phm, t cu hi
v nhng thin ti lm vic
y- v nhiu trong s h ra v vi
nhng sn phm mi trn tay.
k ca Apple, hy bt u bng cch
xy dng biu tri nghim khch
hng i vi thng hiu ca bn.
Lu mi bc quan trng v ni
din ra (v d trn trang Facebook,
mt trang c th trn website ca
bn)
Tip theo, phn tch tng ming
ghp trong bng tri nghim v tnh
im s cao thp ph hp vi ton
b thng hiu ca bn. iu bn
cn ci thin l g?
PAGE 10 SUCCESS OCEANS SO TEAM PUBLISH

#6 NHM VO

CH NH CM XC
CA KHCH HNG
CC KT NI CM XC L CHA KHA
DN TI THNH CNG TRONG
MARKETING. L IU LM NN
NHNG CU CHUYN, VIDEO

Bn phi hiu v ng th loi ni Ngh v nhng nh hng cm xc

dung khch hng mc tiu ca mnh
mong mun
Loi ni dung no c chia s
nht trn cc mng x hi hng u?
ha ra, l ni dung gy s hi hay
gy ci hoc c hai.
gi ln v xy dng cm xc
ca khch hng theo cch Apple
thc hin, s dng ngn ng cm
xc trong qung co ca bn nu
ph hp lm vy
m bo ni dung tri chy. Mt
cch lm iu ny l s dng cc
t ng cm xc trong qung co
m sn phm hay dch v ca bn c
th mang li cho khch hng. Sau ,
tm kim hoc to nh s dng
th hin cm xc tng t.
Tm kim cc hnh nh ph hp vi
ni dung c th s mt thi gian v
cn s kin nhn, nhng n rt ng
gi.
Cc hnh nh khng ch mang li li
ch hnh nh trn trang v ph v
nhng nhm chn ca cc vn bn
chng cng gip truyn ti thng
ip ca bn v chuyn ngi c
thnh i tng thu bao ng k.
PAGE 11 SUCCESS OCEANS SO TEAM PUBLISH

#7 XY DNG C NG
NG NGI DNG
APPLE TO DNG C THNG
HIU C NHN V VN HA VUI V, HI
HA, THN THIN, TRI NGC VI I
TH CA H.

Apple khin khch hng mun Bc u tin v quan trng nht

c thuc v cng ng .
Apple vn ha mt cch thng
minh da trn s ph cp kh nng
t nhn thc khin khch hng
tin rng thng hiu hiu c h
v ging h
Ngay c cc thng hiu nh cng
c th xy dng mt cng ng
ngi dng v khch hng tn ty.
Bn c th bt u xy dng mt
cng ng trc khi bn tung ra
nhng mt hng u tin bn.
xy dng mt cng ng ngi
dng ln, mnh m v cun ht l
lm sao to dng c gi tr v c
tnh thng hiu ring.
Bn phi to dng mt hnh nh
chnh xc v sng ng v thng
hiu theo cch ring ca bn-thng
ip ct li ca thng hiu, cc gi
tr nm su bn tng, c tnh v gi tr
tng trng chnh l nhng c
im chnh trn tt c.
PAGE 12
Khi , bc tip theo ca bn l
m bo rng cc trang ca bn, cc
trang tip th v ni dung phi th
hin c cc gi tr ny v c tnh
thng hiu.
Tng kha cnh ca website phi
ph hp vi nhng t ng bn la
chn m t thng hiu t
ha n fonts ch hay mu sc.
Cui cng nhng khng khng
km phn quan trng, th hin cho
ngi c v ngi dng bit c
bn chn trng h cng nh kin
ca h. hc bit rng bn quan
tm su sc ti h
SUCCESS OCEANS SO TEAM PUBLISH
Lm th no bn c th lm iu
ny trn trang web mt cch hiu
qu? Bn c th th mi cch hoc
tt c cc gi di y bt u:
Hi cc cu hi m trong ni dung
ca bn.
Tr li nhng nhn xt trn cc ni
dung bn ng trn blog-trao i
m thoi
C gng gi cc cuc m thoi
vi ngi dng/ngi c ca bn
trn cc trang mng x hi.
Xy dng chng trnh trao
thng gii thiu i vi cc khch
hng gii thiu khch hng mi.
Tng tc vi khch hng qua
email.
 SO TEAM:

WE
HELP
PEOPLE
SUCCEED
SUCCESSOCEANS.COM