M Hnh Phu Marketing-

To Ra Khch Hng Hiu

Qu
M hnh phu Marketing c hiu ging nh mt cng c gip bn
v ra s hnh trnh cho khch hng. Hoc mt quy trnh m khch
hng tim nng tri qua. Mc ch nhm tm hiu v cng ty, sn
phm hoc dch v, t phn gii thiu cho n khi chuyn i thnh
khch hng (v c th i xa hn na truyn b).

1. M hnh phu Marketing l g?

Phu Marketing c hiu ging nh mt cng c gip bn v ra s
hnh trnh cho khch hng. Hoc mt quy trnh m khch hng
tim nng tri qua tm hiu v cng ty, sn phm hoc dch v, t
phn gii thiu cho n khi chuyn i thnh khch hng (v c th
i xa hn na truyn b).

thu ht khch hng tim nng (leads) v bin h tr thnh khch

hng l c mt qu trnh. Thng thng, nhng ngi n gh thm
ca hng ca bn s i qua mt vi bc. Qua cc bc tr
thnh khch hng em li gi tr thc s. Mt b nhng hot ng
ny c gi l phu Marketing. Cng vic ca bn l phi theo
di nhng khch hng tim nng. Sau dn a h ti gn hn ti
bc mua hng ha/dch v ca bn. Xy dng c mt phu
marketing hiu qu c th to ra c s khc bit rt ln vi cc
chin dch marketing khc. Di y l mt s iu bn nn bit v
quy trnh ny.

2. Cc bc trong m hnh Phu
Marketing
Cc bc tri nghim khch hngtrong m hnh phu marketing

Nhn bit

Xem xt

Thch

Mua

Trung thnh

Truyn b

M hnh phu marketing

Thng thng mt m hnh phu marketing s c chia lm 3 n 4
giai on chnh. Tuy nhin, bn c c th hiu r v su hn v
tng giai on, chng ti s chia nh qu trnh ny thnh 5 giai on.
Cng theo di phn tch c th sau y hiu hn v m hnh phu
marketing.

Nhn bit
y l giai on u tin trong m hnh phu marketing. Khi khch
hng cha c nhn thc g v sn phm ca doanh nghip. Bn cn
gii thiu, qung co sn phm n gn hn vi khch hng. C
th thc hin thng qua cc phng tin truyn thng hoc qung
co trn facebook. Thm ch l pht t ri, ty thuc vo quy m ca
mi n v kinh doanh.

Xem xt
Sau khi khch hng bit n s tn ti ca sn phm. H bt u
xem xt liu c nn mua hay khng. H tm hiu nhiu hn, v nhng
li ch m bn c th mang li. Ri xem xt la chn nhiu yu t
khc. V d n gin nh cc c tnh ring ca sn phm/ dch v:
mu sc, s lng, loi sn phm hoc xem xt la chn gi dch v
no c ch v cn thit cho h. Ni tm li, c rt nhiu vic khch
hng cn cn nhc trc khi a a ra quyt nh mua hng. Hy
t mnh vo v tr ca h a ra nhng gii php ph hp nht
giai on ny.

Thch
Bc tip theo sau khi xem xt r v sn phm h bt u cm thy
thch v c xu hng mua hng cao hn. Lc ny khch hng s
quyt nh mua ca hng no, thng hiu no. H cn nhc nhiu
hn sao cho ph hp vi nhu cu ca mnh. Vic to cho khch hng
s yu thch i vi sn phm ca bn khng hn l kh khi h c
nhu cu. Tuy nhin khng hn l qu d, v th nn trnh vt mt
khch hng khi i n giai on ny.

Bn c tin khng, vic cht mt n hng c th b tht bi ngay c

khi i n nhng giai on cui. Chnh v vy, bt k bc no trong
m hnh phu marketing quan trng c. Doanh nghip ca bn
nn c nhng dch v tt nht cho khch hng. C phong cch lm
vic chuyn nghip, chm sc khch hng tn tnh v chu o.

Mua hng
Khi khch hng c nhu cu s dng sn phm/ dch v v cm
thy hi lng vi nhng g bn mang li h bt u hnh ng. Sn
sng cht n hng vi bn v b tin ra mua.

Trung thnh
Bc sang giai on ny khch hng tha mn vi mn hng/ dch
v h b tin ra mua. H s tr thnh khch hng trung thnh ca
bn. iu ny thc s rt tuyt vi vi bt k doanh nghip no.

Truyn b
Thm tr khi tr thnh khch hng lu di, h cn qung b cng ty
ln cc knh mng x hi hoc truyn ming. Bn nn bit rng,
sc mnh ca truyn ming thc s ng kinh ngc n mc no.
iu l tng nht l khch hng s tri qua tng bc trong phu
bn hng. Bn cn hiu rng khch hng tim nng s n bt k
giai on no trong phu. V vy bn bit v sao ngay giai on
yu thch sn phm ti ni rng: Bt k bc no trong m hnh
phu marketing u quan trng ri ch?

Cu trc ca phu nu r tm quan trng ca marketing bt k giai

on no ca quy trnh. iu ny khng ch ring phn bn hng.
Nhng nh marketing chuyn nghip cn phi lm nhiu hn so vi
vic ch vit ra nhng li qung co sn phm hay dch v m h
ang xc tin. H cng cn phi gn kt khch hng v thu thp
phn hi ca khch hng. m bo rng ton b quy trnh ny ang
vn hnh trn tru v hiu qu.

3. V d v Phu Marketing hiu qu

Phu marketing online thng c bt u bng cch vit bi trn
website gi l content marketing. V d: Khi c gi lt qua cc bi
vit, h s nhanh chng hnh dung ra nhng sn phm dch v m
trang Movan.vn cung cp. H quan tm ti nhng g MOVAN c th
cung cp cho h thng qua nhng thng tin trn website. T ,
khch hng tim nng s c chuyn hng ti trang gii thiu.
Bn trong c biu mu h ng k tham gia hoc nhn email
tip tc nhn c thm thng tin hu ch t website.

Sau , h s c th quyt nh liu c mua sn phm dch v t

trang web ca Movan khng. Khi h bt u quan tm v vn g
, h c th s share bi vit ln trn trang Facebook, Twitter c
nhn ca h. T , bn b ca h li tip cn c trang web. C
nhiu kh nng h s li tip tc tr thnh khch hng tim nng ca
chng ti. V ci vng lin tc xoay, m rng dn ra.

4. Nhng thay i bn trong Phu
Marketing
Nhng thay i v cch tng tc ca khch hng i vi cc
thng hiu khc nhau cho thy c rt nhiu cch h tri nghim
mt thng hiu. Thay v phi b tin ra mua sn phm. Chng hn
nh ActionCOACH cho php khch hng tri nghim 1 gi c
hun luyn min ph. Nh khch hng hon ton c th tri
nghim sn phm dch v ca mt thng hiu c ting th gii. V
tt nhin h cha phi tr mt khon ph mua hng no. Sau qu
trnh tri nghim, khch hng c th quyt nh mua sn phm dch
v. H khng cn tri qua bc no trong qu trnh marketing ni
trn.

Nhng nh marketing nn tip cn phu bn hng di hnh thc

mt ng li ch o nhm dn dt sales thay v c phi t n
trong khun kh b hp. Phu marketing ang ngy cng tr nn t
tuyn tnh hn, nhng tng chung y chnh l dn dt ngi
dng t im A n im B trn con ng tr thnh khch hng
ca h th vn c th p dng mt cch hiu qu.