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ما هو قمع المبيعات؟ - Google Docs.pdf

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بدأ استراتيجيات التسويق في قمع المبيعات باستقطاب الزيارات إلى موقع الويب، وتصبح طرق التواصل مع العملاء باستمرار تقدمهم داخل القمع أكثر تخصيصًا، مثل شروحات المنتج والمكالمات الهاتفية بغرض الشراء. يشبه مسار المبيعات “المنخل” الذي به ثقوب، حيث يقل عدد العملاء في قمة القمع عن من استمروا في المسار إلى نهايته (القاع

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‫ﻣﺎ‬ ‫ھو‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت؟‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ (Sales Funnel) ‫ھو‬ ‫طرﯾﻘﺔ‬ ‫ﻟﺗﻘﺳﯾم‬ ‫رﺣﻠﺔ‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﺗﻲ‬ ‫ﯾﻣر‬ ‫ﺑﮭﺎ‬ ‫ﻓﻲ‬ ‫طرﯾﻘﮫ‬ ‫ﻧﺣو‬ .‫اﻟﺷراء‬ ‫ﺗﺑدأ‬ ‫ﻣن‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟوﻋﻲ‬ ‫ﻋﻧدﻣﺎ‬ ‫ﯾﺗﻌرف‬ ‫ﻋﻠﻰ‬ ‫اﻟﻣﻧﺗﺞ‬ ‫أو‬ ‫اﻟﺧدﻣﺔ‬ ‫ﻟﻠﻣرة‬ ،‫اﻷوﻟﻰ‬ ‫وﺗﻧﺗﮭﻲ‬ ‫ﻓﻲ‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟﺷراء‬ ‫ﻋﻧدﻣﺎ‬ ‫ﯾﻧﻔذ‬ ‫ﻗراره‬ ‫ﺑدﻓﻊ‬ ‫اﻟﻣﺎل‬ ‫ﻟﻠﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫اﻟﻣﻧﺗﺞ‬ ‫أو‬ .‫اﻟﺧدﻣﺔ‬ ‫ﻓﻲ‬ ‫أﺣﯾﺎن‬ ،‫ﻛﺛﯾرة‬ ‫ﺗﺳﺗﻣر‬ ‫اﻟرﺣﻠﺔ‬ ‫إﻟﻰ‬ ‫ﻣﺗﺎﺑﻌﺔ‬ ‫اﻟﻌﻣﯾل‬ ‫ﻣﺎ‬ ‫ﺑﻌد‬ ‫اﻟﺷراء‬ ‫ﻟﻼﺣﺗﻔﺎظ‬ ‫ﺑوﻻﺋﮫ‬ ‫وﺗﻛرار‬ ‫اﻟﺷراء‬ . ‫ﺗﺑدأ‬ ‫اﺳﺗراﺗﯾﺟﯾﺎت‬ ‫اﻟﺗﺳوﯾﻖ‬ ‫ﻓﻲ‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﺑﺎﺳﺗﻘطﺎب‬ ‫اﻟزﯾﺎرات‬ ‫إﻟﻰ‬ ‫ﻣوﻗﻊ‬ ،‫اﻟوﯾب‬ ‫وﺗﺻﺑﺢ‬ ‫طرق‬ ‫اﻟﺗواﺻل‬ ‫ﻣﻊ‬ ‫اﻟﻌﻣﻼء‬ ‫ﺑﺎﺳﺗﻣرار‬ ‫ﺗﻘدﻣﮭم‬ ‫داﺧل‬ ‫اﻟﻘﻣﻊ‬ ‫أﻛﺛر‬ ،‫ﺎ‬ً‫ﺻ‬‫ﺗﺧﺻﯾ‬ ‫ﻣﺛل‬ ‫ﺷروﺣﺎت‬ ‫اﻟﻣﻧﺗﺞ‬ ‫واﻟﻣﻛﺎﻟﻣﺎت‬ ‫اﻟﮭﺎﺗﻔﯾﺔ‬ ‫ﺑﻐرض‬ .‫اﻟﺷراء‬ ‫ﯾﺷﺑﮫ‬ ‫ﻣﺳﺎر‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ”‫“اﻟﻣﻧﺧل‬ ‫اﻟذي‬ ‫ﺑﮫ‬ ،‫ﺛﻘوب‬ ‫ﺣﯾث‬ ‫ﯾﻘل‬ ‫ﻋدد‬ ‫اﻟﻌﻣﻼء‬ ‫ﻓﻲ‬ ‫ﻗﻣﺔ‬ ‫اﻟﻘﻣﻊ‬ ‫ﻋن‬ ‫ﻣن‬ ‫اﺳﺗﻣروا‬ ‫ﻓﻲ‬ ‫اﻟﻣﺳﺎر‬ ‫إﻟﻰ‬ ‫ﻧﮭﺎﯾﺗﮫ‬ ‫)اﻟﻘﺎع‬ ). ‫ﺗﻣﻠك‬ ‫ﻛل‬ ‫اﻷﻧﺷطﺔ‬ ‫اﻟﺗﺟﺎرﯾﺔ‬ ‫ﻗﻣﻌﺎ‬ ،‫ﻟﻠﻣﺑﯾﻌﺎت‬ ‫ﺣﺗﻰ‬ ‫وإن‬ ‫ﻟم‬ ‫ﺗدرك‬ .‫ذﻟك‬ ‫ﻏﯾر‬ ‫أن‬ ‫اﻟﺗﺧطﯾط‬ ‫اﻟﻣﻘﺻود‬ ،‫ﻟﮫ‬ ‫ﯾﺳﺎﻋد‬ ‫ﻓﻲ‬ ‫ﻓﮭم‬ ‫ﻣﺎ‬ ‫ﯾﻔﻛر‬ ‫ﻓﯾﮫ‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﻣﺗوﻗﻊ‬ ‫وﻣﺎ‬ ‫ﯾﻔﻌﻠﮫ‬ ‫ﻓﻲ‬ ‫ﻛل‬ ‫ﻣرﺣﻠﺔ‬ ‫ﻣن‬ ‫ﻣراﺣل‬ ‫رﺣﻠﺔ‬ .‫اﻟﺷراء‬ ‫ﯾﺗﯾﺢ‬ ‫ذﻟك‬ ‫وﺿﻊ‬ ‫اﺳﺗراﺗﯾﺟﯾﺎت‬ ‫ﺗﺳوﯾﻖ‬ ‫أﻛﺛر‬ ‫ﻣﻼﺋﻣﺔ‬ ‫واﻻﺳﺗﺛﻣﺎر‬ ‫ﻓﻲ‬ ‫اﻟﻘﻧوات‬ ‫اﻟﺗﺳوﯾﻘﯾﺔ‬ ‫اﻟﺻﺣﯾﺣﺔ‬ ‫وﺗوﺻﯾل‬ ‫اﻟرﺳﺎﺋل‬ ‫اﻷﻛﺛر‬ ‫ﺻﻠﺔ‬ ‫ﺧﻼل‬ ‫ﻛل‬ ‫ﻣرﺣﻠﮫ‬ ‫وﺗﺣوﯾل‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﻣﺗوﻗﻊ‬ ‫اﻟﻰ‬ ‫ﻋﻣﯾل‬ ‫ﻓﻌﻠﻰ‬ ‫ﻣراﺣل‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫اﻟﺧﻣﺳﺔ‬ ‫ﺑﻐض‬ ‫اﻟﻧظر‬ ‫ﻋن‬ ‫ﻧوع‬ ‫اﻟﻣﻧﺗﺞ‬ ‫أو‬ ‫اﻟﺧدﻣﺔ‬ ‫اﻟذي‬ ‫ﯾﺷﺗرﯾﮫ‬ ‫اﻟﻌﻣﯾل‬ ‫أو‬ ‫اﻟﻣﺑﻠﻎ‬ ‫اﻟذي‬ ‫ﯾﻧوي‬ ،‫إﻧﻔﺎﻗﮫ‬ ‫ﯾﺗﺑﻊ‬ ‫اﻟﻣﺷﺗرون‬ ‫ا‬ ً‫ﻣﺳﺎر‬ ‫ًا‬‫د‬‫واﺣ‬ ‫ﻋﻧدﻣﺎ‬ ‫ﯾﻛوﻧون‬ ‫ﺑﺻدد‬ ‫اﻟﺗﻔﻛﯾر‬ ‫ﻓﻲ‬ .‫اﻟﺷراء‬ ‫ﻓﯾﻣﺎ‬ ‫ﯾﻠﻲ‬ ‫ﺷرح‬ ‫ﯾﺗﻧﺎول‬ ‫ﻣراﺣل‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫اﻟﺧﻣﺳﺔ‬ : ‫ا‬ ‫ﻟﻣرﺣﻠﺔ‬ :‫اﻷوﻟﻰ‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟوﻋﻲ‬ ‫ﺗﺣدﯾد‬: ‫اﻻﺣﺗﯾﺎج‬ ‫أو‬ ‫اﻟﻣﺷﻛﻠﺔ‬ ‫ﻣن‬ ‫اﻟﻣﻌروف‬ ‫أن‬ ‫اﻟﺣﺎﺟﺔ‬ ‫ھﻲ‬ ‫اﻟﺗﻲ‬ ‫ن‬ِّ‫ﻛو‬ُ‫ﺗ‬ ‫اﻟداﻓﻊ‬ ‫وراء‬ ،‫اﻟﺷراء‬ ‫وﺗﺧﺗﻠف‬ ‫طرق‬ ‫إﺷﺑﺎع‬ ‫ھذه‬ ‫اﻟﺣﺎﺟﺔ‬ ‫ﺑﯾن‬ ‫ﺣﻠول‬ ‫ﺳﮭﻠﺔ‬ ‫أو‬ ‫ﺻﻌﺑﺔ‬ ‫أو‬ ‫ﻏﯾر‬ .‫واﺿﺣﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺳﺑﯾل‬ ،‫اﻟﻣﺛﺎل‬ ‫اﻗﺗرب‬ ‫ﻣوﻋد‬ ‫ﺗﻐﯾﯾر‬ ‫زﯾت‬ ‫اﻟﺳﯾﺎرة‬ ‫اﻟﺧﺎﺻﺔ‬ ،‫ﺑﺎﻟﻌﻣﯾل‬ ‫ھﻲ‬ ‫ﻣﺷﻛﻠﺔ‬ ‫ﺑﺳﯾطﺔ‬ ‫ﺣﻠﮭﺎ‬ ،‫ﻣﻌروف‬ ‫ﺳﯾﺗواﺻل‬ ‫ﻣﻊ‬ ‫إﺣدى‬ ‫ﺷرﻛﺎت‬ ‫ﺑﯾﻊ‬ ‫اﻟزﯾوت‬ ‫ﻟﻛﻲ‬ ‫ﯾﻌرف‬ ‫ﻗﺎﺋﻣﺔ‬ ‫ﺑﺎﻷﺳﻌﺎر‬ . ‫ﻟﻛن‬ ‫إذا‬ ‫ﻛﺎﻧت‬ ‫اﻟﻣﺷﻛﻠﺔ‬ ‫أﻛﺛر‬ ،‫ًا‬‫د‬‫ﺗﻌﻘﯾ‬ ‫ﻋﻠﻰ‬ ‫ﺳﺑﯾل‬ ،‫اﻟﻣﺛﺎل‬ ‫ﯾﻔﻛر‬ ‫اﻟﻌﻣﯾل‬ ‫ﻓﻲ‬ ‫ﺷراء‬ ‫ﺳﯾﺎرة‬ ‫ﻟﻠﻣرة‬ .‫اﻷوﻟﻰ‬ ‫ﺳﯾﺑدأ‬ ‫ﻓﻲ‬ ‫اﻟﻣﻔﺎﺿﻠﺔ‬ ‫ﺑﯾن‬ ‫ﺑداﺋل‬ ‫ﻋدﯾدة‬ ‫ھل‬ ‫ﯾﺷﺗري‬ ‫ﺳﯾﺎرة‬ ‫ﺳﯾدان‬ ‫ﻣﺗوﺳطﺔ‬ ‫اﻟﺣﺟم‬ ‫أم‬ ‫ﺳﯾﺎرة‬ ‫دﻓﻊ‬ ‫رﺑﺎﻋﻲ‬ ‫أم‬ ‫ﺳﯾﺎرة‬ ‫ﺷﺑﺎﺑﯾﺔ؟‬ ‫ًا‬‫د‬‫ﺑﻌﯾ‬ ‫ﻋن‬ ‫ﻋﺎﻟم‬ ،‫اﻟﺳﯾﺎرات‬ ‫ﻗد‬ ‫ﺗواﺟﮫ‬ ‫اﻟﻌﻣﯾل‬ ‫ﻣﺷﻛﻠﺔ‬ ‫ﺣﻠﮭﺎ‬ ‫ﻏﺎﻣض‬ ‫ﻻ‬ ‫ﯾﻌرﻓﮫ‬ ،‫ﺑﻌد‬ ‫ﻛﺄن‬ ‫ﺗواﺟﮭﮫ‬ ‫ﻣﺷﻛﻠﺔ‬ ‫ﻗﺎﻧوﻧﯾﺔ‬ ‫ﺗﻌرﻗل‬ ،‫ﻣﺷروﻋﮫ‬ ‫وﻻ‬ ‫ﯾدري‬ ‫ﻣﺎ‬ ‫اﻟﺣﻠول‬ ‫اﻟﻣﺧﺗﻠﻔﺔ‬ ‫اﻟﻣﻧﺎﺳﺑﺔ‬ ‫ﻟﮭﺎ‬ . ‫ﺗﺧﺗﻠف‬ ‫اﺣﺗﯾﺎﺟﺎت‬ ‫اﻟﻣﺷﺗري‬ ‫ﺑﺎﻟﻧﺳﺑﺔ‬ ‫ﻟﻸﻧواع‬ ‫اﻟﻣﺧﺗﻠﻔﺔ‬ ‫ﻟﻸﻧﺷطﺔ‬ ،‫اﻟﺗﺟﺎرﯾﺔ‬ ‫ﻓﺈذا‬ ‫ﻛﻧت‬ ‫ﺗدﯾر‬ ‫ﺷرﻛﺔ‬ ‫ﻟﻼﺳﺗﺷﺎرات‬ ‫اﻟﺗﺳوﯾﻘﯾﺔ‬ ، ً ‫ﻣﺛﻼ‬ ‫ﻓﺈن‬ ‫ﻋﻣﻼﺋك‬ ‫ﯾدرﻛون‬ ‫ﺑﺎﻟﻔﻌل‬ ‫اﻟﻣﺷﻛﻼت‬ ‫ذات‬ ‫اﻟﺻﻠﺔ‬ ،‫ﺑﻣﺟﺎﻟك‬ ‫ﻣﺛل‬ ‫اﻟﺗﻛﻠﻔﺔ‬ ‫اﻟﻣرﺗﻔﻌﺔ‬ ‫ﻻﻛﺗﺳﺎب‬ ،‫اﻟﻌﻣﻼء‬ ‫أو‬ ‫اﻧﺧﻔﺎض‬ ‫ﻣﻌدل‬ ،‫اﻟﺗﺣوﯾل‬ ‫أو‬ ‫ﺿﻌف‬ ‫ﻧﺗﺎﺋﺞ‬ ‫ﻗﻧﺎة‬ ‫ﺗﺳوﯾﻘﯾﺔ‬ ‫ﻣﻌﯾﻧﺔ‬ . ‫ﺑﻠور‬ُ‫ﺗ‬ ‫ھذه‬ ‫اﻟﻣﺷﻛﻼت‬ ‫ﻣﺣﺗوى‬ ‫ﻗﻣﺔ‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫اﻟذي‬ ‫ﻻ‬ ‫ﯾﺟب‬ ‫أن‬ ‫ﯾرﻛز‬ ‫ﻋﻠﻰ‬ ‫اﺳﺗﻌراض‬ ‫ﺧدﻣﺎت‬ ‫اﻟﺷرﻛﺔ‬ ‫ﺑل‬ ‫ﻋﻠﻰ‬ ‫اﺣﺗﯾﺎج‬ .‫اﻟﻌﻣﯾل‬ ً ‫ﻣﺛﻼ‬ ‫إﻋﻼن‬ ‫ﻣدﻓوع‬ ‫ﻋﻠﻰ‬ ‫اﻟﻔﯾﺳﺑوك‬ ‫ﯾوﺿﺢ‬ ‫ﻛﯾف‬ ‫ﯾﻣﻛن‬ ‫ﺗﺣﺳﯾن‬ ‫ﻣﻌدل‬ ‫اﻟﺗﺣوﯾل‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻣﺣﺗﻣﻠﯾن‬ ‫إﻟﻰ‬ ‫ﻋﻣﻼء‬ ‫ﻓﻌﻠﯾﯾن‬ .
‫اﻟﻣرﺣﻠﺔ‬ :‫اﻟﺛﺎﻧﯾﺔ‬ ‫اﻟﺑﺣث‬:‫اﻻھﺗﻣﺎم‬ ‫ﻋن‬ ‫ﺣل‬ ‫ﻋﻧدﻣﺎ‬ ‫ﺗظﮭر‬ ‫اﻟﺣﺎﺟﺔ‬ ‫أو‬ ،‫اﻟﻣﺷﻛﻠﺔ‬ ‫ﯾﮭﺗم‬ ‫اﻟﻌﻣﯾل‬ ‫ﺑﺎﻟﺑﺣث‬ ‫ﻋن‬ ‫ﺣل‬ ‫ﻓﯾﺳﻌﻰ‬ ‫ﻟﻣﻌرﻓﺔ‬ ‫ﺑﻌض‬ .‫اﻟﻣﻌﻠوﻣﺎت‬ ‫وﺗﺧﺗﻠف‬ ‫ﻋﻣﻠﯾﺔ‬ ‫ﺟﻣﻊ‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ ‫ﺑﻧﺎء‬ ‫ﻋﻠﻰ‬ ‫طﺑﯾﻌﺔ‬ ‫اﻟﻣﻧﺗﺞ‬ ‫أو‬ ،‫اﻟﺧدﻣﺔ‬ ً ‫ﻓﻣﺛﻼ‬ ‫ﻋﻧدﻣﺎ‬ ‫ﺗرﻏب‬ ‫ﻓﻲ‬ ‫اﺳﺗﺧدام‬ ‫اﻟﻧﻘل‬ ،‫اﻟﺗﺷﺎرﻛﻲ‬ ‫ﺳﺗﻔﺗﺢ‬ ‫ﺗطﺑﯾﻖ‬ ‫أوﺑر‬ ‫وﺗﺑﺣث‬ ‫ﻋن‬ ‫أﻗرب‬ ‫ﺳﺎﺋﻖ‬ .‫ﻟﻣﻧزﻟك‬ ‫ﺑﯾﻧﻣﺎ‬ ‫إذا‬ ‫اﺣﺗﺟت‬ ‫إﻟﻰ‬ ‫ﻓﺗﺢ‬ ‫ﺣﺳﺎب‬ ‫ﺑﻧﻛﻲ‬ ،‫ﺟدﯾد‬ ‫ﺳﺗﺳﺗﻔﺳر‬ ‫ﻣن‬ ‫أﺣد‬ ،‫أﺻدﻗﺎﺋك‬ ‫وﺗﻘرأ‬ ‫ﻣراﺟﻌﺎت‬ ،‫اﻟﺑﻧك‬ ‫وﻗد‬ ‫ﺗﺑﺣث‬ ‫ﻋن‬ ‫اﻟﻔروع‬ ‫اﻟﻘرﯾﺑﺔ‬ ،‫ﻣﻧك‬ ‫وﺗﮭﺎﺗف‬ ‫ﺧدﻣﺔ‬ ‫اﻟﻌﻣﻼء‬ ‫ﻟﻼﺳﺗﻔﺳﺎر‬ ‫ﻋن‬ ‫ﻣﺗطﻠﺑﺎت‬ ‫ﻓﺗﺢ‬ ‫اﻟﺣﺳﺎب‬ . ‫ﺗﺷﯾر‬ ‫اﻹﺣﺻﺎءات‬ ‫إﻟﻰ‬ ‫ﻟﺟوء‬ ‫اﻟﻣﺷﺗرﯾن‬ ‫إﻟﻰ‬ ‫ﺟوﺟل‬ ‫ﻣرﺗﯾن‬ ‫أو‬ ‫ﺛﻼﺛﺔ‬ ‫ﻋﻠﻰ‬ ‫اﻷﻗل‬ ‫ﻟﻔﮭم‬ ‫ﻣﺷﺎﻛﻠﮭم‬ ‫ًا‬‫د‬‫ﺟﯾ‬ ‫واﻟﺑﺣث‬ ‫ﻋن‬ ‫ﺧﯾﺎرات‬ ‫اﻟﺣل‬ ‫اﻟﻣﺧﺗﻠﻔﺔ‬ ‫واﻷﻧﺷطﺔ‬ ‫اﻟﺗﺟﺎرﯾﺔ‬ ‫ذات‬ .‫اﻟﺻﻠﺔ‬ ‫ﯾﻠﺟﺄ‬ ‫اﻟﻛﺛﯾرون‬ ‫ﺎ‬ً‫ﺿ‬‫أﯾ‬ ‫إﻟﻰ‬ ‫ﻣﺟﻣوﻋﺎت‬ ‫ﻣواﻗﻊ‬ ‫اﻟﺗواﺻل‬ ‫اﻻﺟﺗﻣﺎﻋﻲ‬ ‫واﻟﻣﻧﺗدﯾﺎت‬ ‫اﻟﻧﻘﺎﺷﯾﺔ‬ ‫ﻟﻠﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫ﺗرﺷﯾﺣﺎت‬ ‫ﻣن‬ .‫آﺧرﯾن‬ ‫ﺑﻣﻌﻧﻰ‬ ،‫آﺧر‬ ‫ﻻ‬ ‫ﯾﺑﺣﺛون‬ ‫ﻋن‬ ‫ﻣﺣﺗوى‬ ‫ﺗروﯾﺟﻲ‬ ‫ﻓﻲ‬ ‫ھذه‬ ،‫اﻟﻣرﺣﻠﺔ‬ ‫ﺑﻘدر‬ ‫ﻣﺎ‬ ‫ﯾﺑﺣﺛون‬ ‫ﻋن‬ ‫ﺣﻠول‬ ‫ﻣﺣﺗﻣﻠﺔ‬ . ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻠﺣظﺔ‬ ‫ﯾﻣﻛﻧك‬ ‫إﺑراز‬ ‫ﻧﻔﺳك‬ ‫ﻛﺧﺑﯾر‬ ‫ﻓﻲ‬ ‫اﻟﻣﺟﺎل‬ ‫ﯾﻔﯾدھم‬ ‫ﺑﻣﺣﺗوى‬ ‫ﻣﺳﺎﻋد‬ .‫ﻣﺟﺎﻧﻲ‬ ‫ﻓﻲ‬ ‫ﻣﺛﺎل‬ ‫وﻛﺎﻟﺔ‬ ‫اﻻﺳﺗﺷﺎرات‬ ‫اﻟﺗﺳوﯾﻘﯾﺔ‬ ، ‫ﻗد‬ ‫ﺗﺻﻧﻊ‬ ‫ﻣﺣﺗوى‬ ‫ﻣن‬ ‫اﻟﻧوﻋﯾﺔ‬ ‫اﻟﺗﻲ‬ ‫ﯾﺑﺣث‬ ‫ﻋﻧﮭﺎ‬ ‫ﻋﻣﻼﺋك‬ :‫ﻣﺛل‬ ‫ﻛﯾﻔﯾﺔ‬ ‫ﺗﺣﺳﯾن‬ ‫ﻣﻌدل‬ ‫اﻟﺗﺣوﯾل‬ ، ‫وأﺳس‬ ‫اﺧﺗﯾﺎر‬ ‫اﻟﻘﻧوات‬ ‫اﻟﺗﺳوﯾﻘﯾﺔ‬ ،‫اﻟﻣﻼﺋﻣﺔ‬ ‫وأھم‬ ‫اﺳﺗراﺗﯾﺟﯾﺎت‬ ‫ﺗﺣﺳﯾن‬ ‫ﻣﺣرﻛﺎت‬ ‫اﻟﺑﺣث‬ .(‫)اﻟﺳﯾو‬ ‫ﻟﻠﻌﺛور‬ ‫ﻋﻠﻰ‬ ‫اﻷﻓﻛﺎر‬ ‫اﻟﺗﻲ‬ ‫ﯾﺟب‬ ‫أن‬ ‫ﺗﻧﺷﺊ‬ ‫ﻣﺣﺗوى‬ ،‫ﺣوﻟﮭﺎ‬ ‫اﺑﺣث‬ ‫ﻋن‬ ‫اﻟﻛﻠﻣﺎت‬ ‫اﻟﻣﻔﺗﺎﺣﯾﺔ‬ ‫ﻓﻲ‬ ‫ﺗﺧﺻﺻك‬ ‫اﻟﺗﻲ‬ ‫ﺗﺣظﻰ‬ ‫ﺑﻌدد‬ ‫ﻛﺑﯾر‬ ‫ﻣن‬ ‫طﻠﺑﺎت‬ ‫اﻟﺑﺣث‬ . ‫اﻟﻣرﺣﻠﺔ‬ :‫اﻟﺛﺎﻟﺛﺔ‬ ‫اﻟﺗﻘﯾﯾم‬ ‫ﺑﺎﻟﺗزاﻣن‬ ‫ﻣﻊ‬ ‫اﻟﺑﺣث‬ ‫ﻋن‬ ‫ﺣﻠول‬ ‫وﺟﻣﻊ‬ ،‫اﻟﻣﻌﻠوﻣﺎت‬ ‫ﯾﺑدأ‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﻣﺣﺗﻣل‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ﻣن‬ ‫ﻣراﺣل‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﻓﻲ‬ ‫ﻣﻘﺎرﻧﺔ‬ ‫اﻟﺑداﺋل‬ ‫اﻟﺗﻲ‬ ‫ﻋﺛر‬ .‫ﻋﻠﯾﮭﺎ‬ ‫ﻟﯾس‬ ‫ﺑﺎﻟﺿرورة‬ ‫أن‬ ‫ﻘﺎرن‬ُ‫ﯾ‬ ‫ﺑﺳرﻋﺔ‬ ‫وﯾﺻل‬ ‫ﻟﻠﻘرار‬ ‫دون‬ ‫اﻟﺣﺎﺟﺔ‬ ‫ﻻﺳﺗﮭﻼك‬ ‫ﻣﺣﺗوى‬ ‫آﺧر‬ . ‫ﻋﻠﻰ‬ ‫ﺳﺑﯾل‬ ،‫اﻟﻣﺛﺎل‬ ‫ﻋﻧد‬ ‫ﺗﻐﯾﯾر‬ ‫زﯾت‬ ‫اﻟﺳﯾﺎرة‬ ‫ﺳﯾﺗﺄﺧذ‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﻘرار‬ .‫ﺎ‬ً‫ﻌ‬‫ﺳرﯾ‬ ،‫ﻟﻛن‬ ‫ﻓﻲ‬ ‫اﻟﻣﻧﺗﺟﺎت‬ ‫واﻟﺧدﻣﺎت‬ ‫اﻟﺧﺎﺻﺔ‬ ‫ﺑﺎﻷﻋﻣﺎل‬ (B2B-Business to business) ‫اﻟﺗﻲ‬ ‫ﺗﺗطﻠب‬ ‫دﻓﻊ‬ ‫ﻣﺑﺎﻟﻎ‬ ،‫ﺑﺎھظﺔ‬ ‫ﺳﺗﻛون‬ ‫ﻋﻣﻠﯾﺔ‬ ‫اﻟﺗﻘﯾﯾم‬ ‫أﻛﺛر‬ ‫ﺎ‬ً‫ﺋ‬‫ﺑط‬ ،‫ودﻗﺔ‬ ‫وﺗﺗطﻠب‬ ‫إﺟراءات‬ ‫أﻛﺛر‬ ‫ﻣﺛل‬ ‫اﻟﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫ﻧﺳﺧﺔ‬ ‫ﺗﺟرﯾﺑﯾﺔ‬ Demo ‫أو‬ ‫ﻋﯾﻧﺔ‬ ،‫ﻣﺟﺎﻧﯾﺔ‬ ‫ﻣﺷﺎھدة‬ ‫ﻓﯾدﯾو‬ ‫ﺗوﺿﯾﺣﻲ‬ ‫أو‬ ‫ﺣﺿور‬ ‫ﻧدوة‬ ‫ﻋﺑر‬ ‫اﻹﻧﺗرﻧت‬ ‫ﻟﻠﺗﻌرف‬ ‫ﻋن‬ ‫ﻗرب‬ ‫ﻋﻠﻰ‬ ‫ﻛﯾﻔﯾﺔ‬ ‫اﺳﺗﺧدام‬ ‫ﻛل‬ ‫ﻣﻧﺗﺞ‬ . :‫ﻣﺛﺎل‬ ‫ﻧﺷرت‬ ‫ﻣدوﻧﺔ‬ ‫ﻣﺳﺗﻘل‬ ‫أﻛﺑر‬ ‫ﻣﻧﺻﺔ‬ ‫ﻋرﺑﯾﺔ‬ ‫ﻟﻠﻌﻣل‬ ،‫اﻟﺣر‬ ‫ﺳﻠﺳﻠﺔ‬ ‫ﻣﻘﺎﻻت‬ ‫ﺗﺟﯾب‬ ‫ﻋن‬ ‫أﺳﺋﻠﺔ‬ ‫اﻟﻌﻣﯾل‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ﻣن‬ ‫ﻣراﺣل‬ ‫اﻟﻘﻣﻊ‬ ‫وﺗﺳﺎﻋده‬ ‫ﻓﻲ‬ ‫ﻋﻣﻠﯾﺔ‬ ‫اﻟﻣﻘﺎرﻧﺔ‬ ‫ﺑﯾن‬ ‫اﻟﺑداﺋل‬ ‫واﺗﺧﺎذ‬ ‫اﻟﻘرار‬ ،‫اﻟﺻﺎﺋب‬ ‫ﻣﺛل‬ ‫ﻣﺗﻰ‬ ‫ﯾﺟب‬ ‫اﻟﻠﺟوء‬ ‫إﻟﻰ‬ ‫اﻟﻣﺳﺗﻘﻠﯾن‬ ‫أو‬ ‫اﻻﺳﺗﻌﺎﻧﺔ‬ ‫ﺑﺎﻟوﻛﺎﻻت‬ ‫و‬ ‫ﻛﯾﻔﯾﺔ‬ ‫اﺧﺗﯾﺎر‬ ‫ﻣﺳوق‬ ‫رﻗﻣﻲ‬ ‫ﻣﺳﺗﻘل‬ . ‫اﻟﻣرﺣﻠﺔ‬ :‫اﻟراﺑﻌﺔ‬ ‫اﻟﺷراء‬ ‫أدرك‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﻣﺣﺗﻣل‬ ‫اﺣﺗﯾﺎﺟﮫ‬ ‫وﺑﺣث‬ ‫ﻋن‬ ‫اﻟﺣﻠول‬ ‫ودرس‬ ً ‫ﻛﻼ‬ ‫ﻣﻧﮭﺎ‬ ‫وأﺻﺑﺢ‬ ‫ًا‬‫د‬‫ﻣﺳﺗﻌ‬ .‫ﻟﻠﺷراء‬ ‫ﻣﺎ‬ ‫اﻟذي‬ ‫ﯾﻣﻛن‬ ‫أن‬ ‫ﯾﺳﺎﻋد‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ﻹﻋطﺎﺋﮫ‬ ‫دﻓﻌﺔ‬ ‫ﺛﻘﺔ‬ ‫إﺿﺎﻓﯾﺔ‬ ‫ھﻲ‬ ‫اﻷﺧﯾرة‬ ‫ﻗﺑل‬ ‫أن‬ ‫ﯾﺿﻐط‬ ‫ﻋﻠﻰ‬ ‫زر‬ ‫”؟‬ ِ ‫“اﺷﺗر‬ ‫إﻧﮭﺎ‬ ‫دراﺳﺎت‬ ‫اﻟﺣﺎﻟﺔ‬ ‫وﻗﺻص‬ ‫اﻟﻧﺟﺎح‬ . ‫ﯾﻌرض‬ ‫ھذا‬ ‫اﻟﻧوع‬ ‫ﻣن‬ ‫اﻟﻣﺣﺗوى‬ ‫ﻛﯾف‬ ‫ﺳﺎھم‬ ‫ﻣﻧﺗﺟك‬ ‫أو‬ ‫ﺧدﻣﺗك‬ ‫ﻓﻲ‬ ‫ﺗﺣﺳﯾن‬ ‫ﺣﯾﺎة‬ ‫اﻟﻌﻣﯾل‬ ‫وﺳﺎﻋده‬ ‫ﻋﻠﻰ‬ .‫اﻟﻧﺟﺎح‬ ‫ﻣن‬ ‫اﻟﻣﮭم‬ ‫أن‬ ‫ﺗﻛون‬ ‫دراﺳﺔ‬ ‫اﻟﺣﺎﻟﺔ‬ ‫ذات‬ ‫اﻟﺻﻠﺔ‬ ‫ﺑﺎﻟﻌﻣﯾل‬ ،‫اﻟﻣﺣﺗﻣل‬ ‫وﯾﺷﺑﮫ‬ ‫ﺑطل‬ ‫ﻗﺻﺗﮭﺎ‬ ‫ﺷﺧﺻﯾﺔ‬ .‫اﻟﻣﺷﺗري‬ ‫ﻋﻠﻰ‬
‫ﺳﺑﯾل‬ ‫اﻟﻣﺛﺎل‬ ‫إذا‬ ‫ﻛﻧت‬ ‫ﺗدﯾر‬ ‫ﺎ‬ً‫ط‬‫ﻧﺷﺎ‬ ،‫ﺎ‬ً‫ﯾ‬‫ﺗدرﯾﺑ‬ ‫ﺷﺎرك‬ ‫ﻛﯾف‬ ‫ﺳﺎﻋدت‬ ‫دورﺗك‬ ‫اﻟﺗدرﯾﺑﯾﺔ‬ ‫أﺣد‬ ‫اﻟﻣﺗدرﺑﯾن‬ ‫ﻓﻲ‬ ‫ﺑدء‬ ‫ﻣﺳﯾرﺗﮫ‬ ‫اﻟﻣﮭﻧﯾﺔ‬ ‫واﻟﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫وظﯾﻔﺔ‬ ‫اﻷﺣﻼم‬ . ‫اﻟوﺟﮫ‬ ‫اﻵﺧر‬ ‫“ﻏﯾر‬ ”‫اﻟﻣرﻏوب‬ ‫ﻟﻣرﺣﻠﺔ‬ ‫اﻟﺷراء‬ ‫ھو‬ ‫“اﻟﺗوﺻﯾﺎت‬ ،”‫اﻟﻌﻛﺳﯾﺔ‬ ‫وھﻲ‬ ‫اﻟﻌﻧﺻر‬ ‫اﻷﻛﺛر‬ ‫ﺧطورة‬ ‫ﻋﻠﻰ‬ ‫ﻗرار‬ ‫اﻟﻌﻣﯾل‬ .‫اﻟﻣﺣﺗﻣل‬ ‫اﻟﺗوﺻﯾﺎت‬ ‫اﻟﻌﻛﺳﯾﺔ‬ ‫ھﻲ‬ ‫ﺗوﺻﯾﺎت‬ ‫اﻟﻣﻘرﺑﯾن‬ ‫ﻣن‬ ‫اﻷﻗﺎرب‬ ‫واﻟزﻣﻼء‬ ‫اﻟﺗﻲ‬ ‫ﺗﺛﻧﻲ‬ ‫اﻟﻌﻣﯾل‬ ‫ﻋن‬ ‫ﻗرار‬ ‫اﻟﺷراء‬ ‫ﺑﺳﺑب‬ ‫ﺗﺟرﺑﺗﮭم‬ ‫اﻟﺳﯾﺋﺔ‬ ‫ﻣﻊ‬ .‫اﻟﻣﻧﺗﺞ‬ ‫ﺗﺣظﻰ‬ ‫آراء‬ ‫اﻟﻣﻘرﺑﯾن‬ ‫ﺑﺛﻘﺔ‬ ‫أﻛﺑر‬ ‫ﻣن‬ ‫اﻟﻣراﺟﻌﺎت‬ ‫اﻟﺗﻲ‬ ‫ﻗرأھﺎ‬ ‫ﻋﻠﻰ‬ ،‫اﻹﻧﺗرﻧت‬ ‫وﺗﻣﺛل‬ ‫ًا‬‫د‬‫ﺗﮭدﯾ‬ .‫ﺎ‬ً‫ﻘ‬‫ﺣﻘﯾ‬ ‫ﻣﺎ‬ ‫ﯾﺑرز‬ ‫أھﻣﯾﺔ‬ ‫اﻟﺗﻌﺎﻣل‬ ‫ﻣﻊ‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻐﺎﺿﺑﯾن‬ ‫ﺑطرق‬ ،‫ﺑﻧﺎءة‬ ‫وﻣﻌﺎﻟﺟﺔ‬ ‫اﻟﺗﻌﻠﯾﻘﺎت‬ ‫اﻟﺳﻠﺑﯾﺔ‬ ‫ﺑطرﯾﻘﺔ‬ ‫إﯾﺟﺎﺑﯾﺔ‬ . ‫اﻟﻣرﺣﻠﺔ‬ :‫اﻟﺧﺎﻣﺳﺔ‬ ‫ﻣﺎ‬ ‫ﺑﻌد‬ ‫اﻟﺷراء‬ ‫ﺑﻣﺟرد‬ ‫إﺗﻣﺎم‬ ‫ﻋﻣﻠﯾﺔ‬ ،‫اﻟﺷراء‬ ‫ﻻ‬ ‫ﺗﻘل‬ ‫ﻣرﺣﻠﺔ‬ ‫ﻣﺎ‬ ‫ﺑﻌد‬ ‫اﻟﺷراء‬ ‫أھﻣﯾﺔ‬ ‫ﻋن‬ ‫ﻣﺎ‬ .‫ﻗﺑﻠﮭﺎ‬ ‫ﻓﻣن‬ ‫ﻧﺎﺣﯾﺔ‬ ‫ﺳﯾزﯾد‬ ‫اﻟﺗرﺣﯾب‬ ‫ﺑﺎﻟﻌﻣﻼء‬ ‫وﺗوﻓﯾر‬ ‫ﻛل‬ ‫اﻟﻣﺳﺎﻋدة‬ ‫اﻟﻣﻣﻛﻧﺔ‬ ‫ﻟﮭم‬ ‫ﻣن‬ ‫ﺛﻘﺗﮭم‬ ‫ﻓﻲ‬ ‫أﻧﮭم‬ ‫اﺗﺧذوا‬ ‫اﻟﻘرار‬ ‫اﻟﺻﺣﯾﺢ‬ ‫وﺳﯾﻧﻘﻠون‬ ‫رأﯾﮭم‬ ‫اﻹﯾﺟﺎﺑﻲ‬ ‫إﻟﻰ‬ ،‫اﻵﺧرﯾن‬ ‫ﻠﯾن‬ّ‫ﻛ‬‫ﻣﺷ‬ ‫ًا‬‫د‬‫وﻗو‬ ‫ﻟﻠﺗﺳوﯾﻖ‬ ‫ﻋﺑر‬ ‫اﻟﺗوﺻﯾﺎت‬ . ‫وﻣن‬ ‫ﻧﺎﺣﯾﺔ‬ ،‫ﺛﺎﻧﯾﺔ‬ ‫ﺳﺗرﺗﻔﻊ‬ ‫اﺣﺗﻣﺎﻻت‬ ‫ﺗﻛرار‬ ‫اﻟﺷراء‬ ‫ﻣﺎ‬ ‫ﯾﻌﻧﻲ‬ ‫اﻟﻣزﯾد‬ ‫ﻣن‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫دون‬ ‫ﺑذل‬ ‫ﺟﮭد‬ ‫ﻛﺑﯾر‬ ‫ﻣﺛل‬ ‫اﻟﻣطﻠوب‬ ‫ﻟﺟذب‬ ‫ﻋﻣﯾل‬ ‫ﺟدﯾد‬ . ،‫واﻟﻌﻛس‬ ‫ﻓﺷﻌوراﻟﻌﻣﯾل‬ ‫ﺑﺎﻹﺣﺑﺎط‬ ‫ﺳﯾﻧﻘﻠﮫ‬ ‫ﻟﻶﺧرﯾن‬ ‫ﺎ‬ً‫ﯾ‬‫ﻣوﺻ‬ ‫ﺑﺎﻟﺷراء‬ ‫ﻣن‬ ‫اﻟﻣﻧﺎﻓﺳﯾن‬ ‫وﻗد‬ ‫ﯾطﻠب‬ ‫اﺳﺗرداد‬ ‫أﻣواﻟﮫ‬ ‫وﯾﺗرك‬ ‫ﻣراﺟﻌﺎت‬ .‫ﺳﻠﺑﯾﺔ‬ ‫ﻟذا‬ ‫ﻓﺄﺳﺎس‬ ‫اﻟﻧﺟﺎح‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ﻣن‬ ‫ﻣراﺣل‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫ھو‬ ‫ﺗﺻﻣﯾم‬ ‫ﻣﻧﺗﺞ‬ ‫راﺋﻊ‬ ‫ﻣن‬ .‫اﻟﺑداﯾﺔ‬ ‫واﻟﺟﮭد‬ ‫اﻟﻣطﻠوب‬ ‫ﻟﺻﻧﻊ‬ ‫ﺗﺟرﺑﺔ‬ ‫ﻣﺎ‬ ‫ﺑﻌد‬ ‫اﻟﺑﯾﻊ‬ ‫ﺟﯾدة‬ ‫ﻟﯾس‬ ،‫ا‬ ً‫ﻛﺑﯾر‬ ‫ﯾﻘﺗﺻر‬ ‫ﻋﻠﻰ‬ ‫إﻧﺗﺎج‬ ‫ﻣﺣﺗوى‬ ‫ﻣﺛل‬ ‫اﻷﺳﺋﻠﺔ‬ ،‫اﻟﺷﺎﺋﻌﺔ‬ ‫ﺗﺳﮭﯾل‬ ‫اﻟﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫ﺧدﻣﺔ‬ ‫اﻟدﻋم‬ ،‫اﻟﻔﻧﻲ‬ ‫ا‬ ً‫وأﺧﯾر‬ ‫ﺗﺷﺟﯾﻊ‬ ‫اﻟﻣﺷﺗري‬ ‫ﻋﻠﻰ‬ ‫ﺗرك‬ ‫ﺗﻘﯾﯾﻣﮫ‬ ،‫ﻟﻠﻣﻧﺗﺞ‬ ‫ﺑﺎﻹﺿﺎﻓﺔ‬ ‫إﻟﻰ‬ ‫ﺑﻌض‬ ‫اﻟرﺳﺎﺋل‬ ‫اﻟﺑرﯾدﯾﺔ‬ ‫ﻟﻠﻣﺗﺎﺑﻌﺔ‬ . ‫ﯾﺗﺿﺢ‬ ‫ﻣن‬ ‫اﻟﻌرض‬ ‫اﻟﺳﺎﺑﻖ‬ ‫ﻟﻣراﺣل‬ ‫ﻗﻣﻊ‬ ،‫اﻟﻣﺑﯾﻌﺎت‬ ‫أن‬ ‫دﺧول‬ ‫اﻟﻌﻣﻼء‬ ‫ﻣﺳﺎر‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﺳﯾﺟﻌﻠﮭم‬ ‫ﯾدرﺳون‬ ‫ﻛل‬ ‫ﻣرﺣﻠﺔ‬ ،‫ﻟﯾﻘرروا‬ ‫ھل‬ ‫ﺳﯾﺗرﻛون‬ ‫اﻟﻘﻣﻊ‬ ‫ﺎ‬ً‫ﺛ‬‫ﺑﺣ‬ ‫ﻋن‬ ‫ﺣل‬ ،‫آﺧر‬ ‫أو‬ ‫ﺳﯾﺳﺗﻣرون‬ ‫ﻓﻲ‬ ‫اﻟﻣﺳﺎر‬ ‫إﻟﻰ‬ ‫ﻣرﺣﻠﺔ‬ ‫إﺗﻣﺎم‬ ‫اﻟﺷراء؟‬ ‫اﻟﻐﺎﻟب‬ ‫أن‬ ‫ﯾدﺧل‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻘﻣﻊ‬ ‫ﻣن‬ ،‫ﻗﻣﺗﮫ‬ ‫وﻟﻛن‬ ‫ﺑﺎﻟﻧﺳﺑﺔ‬ ‫ﻟﻠﺑﻌض‬ ‫ﻗد‬ ‫ﯾدﺧل‬ ‫ﻣن‬ ‫أﺣد‬ ‫ﻣراﺣل‬ ،‫اﻟﻣﻧﺗﺻف‬ ‫ﻏﯾر‬ ‫أن‬ ‫طرﯾﻘﺔ‬ ‫اﻻﺳﺗﻣرار‬ ‫ﺗظل‬ ‫ھﻲ‬ ‫ذاﺗﮭﺎ‬ ‫ﺑﺻرف‬ ‫اﻟﻧظر‬ ‫ﻋن‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫اﻟﺗﻲ‬ ‫ﺑدأ‬ ‫ﻓﯾﮭﺎ‬ ‫اﻟﻌﻣﯾل‬ ‫رﺣﻠﺗﮫ‬ . ‫ﻛﯾﻔﯾﺔ‬ ‫ﺑﻧﺎء‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫اﻟﺧﺎص‬ ‫ﺑك‬ ‫ﻓﻲ‬ ‫اﻟﺗﺣﻠﯾل‬ ،‫اﻟﺗﺎﻟﻲ‬ ‫م‬ّ‫ﺳ‬‫ﻘ‬ُ‫ﺗ‬‫ﺳ‬ ‫ﻣراﺣل‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ (Sales Funnel) ‫إﻟﻰ‬ ‫ﺛﻼﺛﺔ‬ :‫أﻗﺳﺎم‬ ‫اﻟﻣرﺣﻠﺗﯾن‬ ‫اﻷوﻟﻰ‬ ‫واﻟﺛﺎﻧﯾﺔ‬ ‫ھﻣﺎ‬ ‫ﻗﻣﺔ‬ ،‫اﻟﻘﻣﻊ‬ ‫واﻟﻣرﺣﻠﺔ‬ ‫اﻟﺛﺎﻟﺛﺔ‬ ‫ھﻲ‬ ‫ﻣﻧﺗﺻف‬ ،‫اﻟﻘﻣﻊ‬ ‫واﻟﻣرﺣﻠﺗﯾن‬ ‫اﻟراﺑﻌﺔ‬ ‫واﻟﺧﺎﻣﺳﺔ‬ ‫ھﻣﺎ‬ ‫ﻗﺎع‬ .‫اﻟﻘﻣﻊ‬ ‫ﺎ‬ً‫ﻗ‬‫اﻧطﻼ‬ ‫ﻣن‬ ‫ﺷﺧﺻﯾﺔ‬ ‫اﻟﻌﻣﯾل‬ Buyer Persona ‫اﻟﺗﻲ‬ ،‫ﺻﻣﻣﺗﮭﺎ‬ ‫ﺳﺗﺑدأ‬ ‫رﺣﻠﺔ‬ ‫إﻧﺷﺎء‬ ‫ﻣﺣﺗوى‬ ‫ﯾﺟذب‬ ‫اﻟﺟﻣﮭور‬ ‫ﻓﻲ‬ ‫ﻛل‬ .‫ﻗﺳم‬ ‫ﻛرر‬ ‫اﻹﺟﺎﺑﺔ‬ ‫ﻋن‬ ‫اﻷﺳﺋﻠﺔ‬ ‫اﻵﺗﯾﺔ‬ ‫ﻓﻲ‬ ‫ﻛل‬ ‫ﻣرة‬ : ● ‫ﻣﺎ‬ ‫ﻧوع‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ ‫اﻟﺗﻲ‬ ‫أﺣﺗﺎج‬ ‫إﻟﻰ‬ ‫ﺗﻘدﯾﻣﮭﺎ‬ ‫ﻟﻣﺳﺎﻋدة‬ ‫اﻟﺟﻣﮭور‬ ‫ﻋﻠﻰ‬ ‫اﻟﺗﻘدم‬ ‫ﻓﻲ‬ ‫ﻣﺳﺎر‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫واﻻﻧﺗﻘﺎل‬ ‫إﻟﻰ‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫اﻟﺗﺎﻟﯾﺔ؟‬ ● ‫ﻛﯾف‬ ‫ﺳﯾﻌﺛر‬ ‫اﻟﺟﻣﮭور‬ ‫ﻋﻠﻰ‬ ‫اﻟﻣﻧﺗﺞ‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ؟‬ ● ‫ﻛﯾف‬ ‫أﻋرف‬ ‫ﻣﺎ‬ ‫إذا‬ ‫ﻛﺎن‬ ‫اﻟﺟﻣﮭور‬ ‫اﻧﺗﻘل‬ ‫ﻣن‬ ‫ﻣرﺣﻠﺔ‬ ‫إﻟﻰ‬ ‫أﺧرى؟‬ ‫اﻟﻘﺳم‬ :‫اﻷول‬ ‫ﻗﻣﺔ‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﻣرﺣﻠﺗﻲ‬: ‫اﻟوﻋﻲ‬ ‫واﻻھﺗﻣﺎم‬
‫ﻓﻲ‬ ‫ھذا‬ ‫اﻟﻘﺳم‬ ‫ﺳﺗﻛون‬ ‫اﻹﺟﺎﺑﺔ‬ ‫ﻋن‬ ‫اﻟﺳؤال‬ ‫اﻷول‬ ‫ﺑﺧﺻوص‬ ‫ﻧوع‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ ‫اﻟﺗﻲ‬ ‫ﺗﺣﺗﺎﺟﮭﺎ‬ ‫ﻟﻣﺳﺎﻋدة‬ ،‫اﻟﺟﻣﮭور‬ ‫ھﻲ‬ ‫أن‬ ‫اﻟﻌﻣﻼء‬ ‫ﯾﺣﺗﺎﺟون‬ ‫ﻓﻲ‬ ‫ھذا‬ ‫اﻟوﻗت‬ ‫إﻟﻰ‬ ‫ھذه‬ ‫اﻟﻧوﻋﯾﺔ‬ ‫ﻣن‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ : ● ‫ﻣﺣﺗوى‬ ‫ﯾﻌﺗرف‬ ‫ﺑﺎﻟﺣﺎﺟﺔ‬ ‫أو‬ ‫اﻟﻣﺷﻛﻠﺔ‬ ‫اﻟﺗﻲ‬ ‫ﺗواﺟﮭﮭم‬ ‫وأﻧﮭﺎ‬ ‫ﺗﺳﺗدﻋﻲ‬ ‫اﻹﺷﺑﺎع‬ ‫واﻟﺣل‬ : . ● ‫اﻟﻣﺣﺗوى‬ ‫اﻟﺷﯾﻖ‬ ‫اﻟذي‬ ‫ﯾﺛﯾر‬ ‫اھﺗﻣﺎم‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻣﺣﺗﻣﻠﯾن‬ : : ● ‫اﻹﻋﻼﻧﺎت‬ : ‫ﻛﺈﻋﻼﻧﺎت‬ ‫ﻣﺣرك‬ ‫اﻟﺑﺣث‬ ‫اﻟﺗﻲ‬ ‫ﺗوﺟﮫ‬ ‫اﻟزوار‬ ‫إﻟﻰ‬ ‫ﺻﻔﺣﺔ‬ ‫ھﺑوط‬ ‫وﺗﺗﺿﻣن‬ ‫ﻧﻣوذج‬ ‫اﺷﺗراك‬ . ● ‫اﻟﺗﺳوﯾﻖ‬ ‫ﺑﺎﻟﻣﺣﺗوى‬ : ‫ﻋن‬ ‫طرﯾﻖ‬ ‫ﻧﺷر‬ ‫ﻣﻘﺎﻻت‬ ‫اﻟﺿﯾوف‬ Guest Post ‫ﻓﻲ‬ ‫اﻟﻣواﻗﻊ‬ ‫اﻟراﺋدة‬ ‫ﻓﻲ‬ ‫اﻟﻣﺟﺎل‬ ‫اﻟﺗﻲ‬- ‫ﯾﺳﺗﻘﻲ‬ ‫ﻣﻧﮭﺎ‬ ‫اﻟﺟﻣﮭور‬ ‫ﻣﻌﻠوﻣﺎت‬ ‫ﻣوﺿوﻋﯾﺔ‬ -‫ﻣﺣﺎﯾدة‬ ‫ﺣول‬ ‫اﻻﻋﺗﺑﺎرات‬ ‫اﻟﺗﻲ‬ ‫ﯾﺟب‬ ‫اﻻھﺗﻣﺎم‬ ‫ﺑﮭﺎ‬ ‫ﻋﻧد‬ ‫اﺧﺗﯾﺎر‬ ‫اﻟﻣﻧﺗﺞ‬ .‫اﻟﺟﯾد‬ ‫ﺑﺎﻹﺿﺎﻓﺔ‬ ،‫إﻟﻰ‬ ‫اﺳﺗﺿﺎﻓﺔ‬ ‫ﻧدوة‬ ‫ﻋﺑر‬ ‫اﻹﻧﺗرﻧت‬ ‫وﻧﺷر‬ ‫ﺗدوﯾﻧﺎت‬ ‫ﺗﺛﻘﯾﻔﯾﺔ‬. ● ‫ﺗﺣﺳﯾن‬ ‫ﻣﺣرﻛﺎت‬ ‫اﻟﺑﺣث‬ ‫)اﻟﺳﯾو‬ SEO): ‫ﺗﺣﺳﯾن‬ ‫ﻣوﻗﻊ‬ ‫اﻟوﯾب‬ ‫ﻟﻣﺣرك‬ ‫اﻟﺑﺣث‬ ‫ﺑﺎﻟﺗرﻛﯾز‬ ‫ﻋﻠﻰ‬ ‫اﻟﻛﻠﻣﺎت‬ ‫اﻟﻣﻔﺗﺎﺣﯾﺔ‬ ‫اﻟﺗﻲ‬ ‫ﯾﮭﺗم‬ ‫ﺑﮭﺎ‬ ‫اﻟﻣﺳﺗﺧدم‬ ‫ﻓﻲ‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟﺑﺣث‬ ‫ﻋن‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ ‫ﺣول‬ ‫اﻟﻣﻧﺗﺞ‬ ‫ﻟزﯾﺎدة‬ ‫ﻋدد‬ ‫اﻟزﯾﺎرات‬ ‫اﻟﻌﺿوﯾﺔ‬ ‫ﻣن‬ ‫ﻧﺗﺎﺋﺞ‬ ‫اﻟﺑﺣث‬ . ● ‫ﻣواﻗﻊ‬ ‫اﻟﺗواﺻل‬ ‫اﻻﺟﺗﻣﺎﻋﻲ‬ : ‫ﻣﺛل‬ ‫إطﻼق‬ ‫ﻣﻧﺷورات‬ ‫ﺗﺛﻘف‬ ‫اﻟﻣﺳﺗﺧدم‬ ‫ﺣول‬ ‫ﻣﺟﻣوﻋﺔ‬ ‫ﻣﺗﻧوﻋﺔ‬ ‫ﻣن‬ ‫اﻟﻘﺿﺎﯾﺎ‬ ‫واﻟﻣوﺿوﻋﺎت‬ ‫ﻓﻲ‬ ،‫اﻟﻣﺟﺎل‬ ‫اﻟﺗروﯾﺞ‬ ‫ﻟﻣﻘﺎﻻت‬ ‫اﻟﻣدوﻧﺔ‬ ‫وﺗدوﯾﻧﺎت‬ ‫اﻟﺿﯾف‬ . ● ‫اﻟﺗﺳوﯾﻖ‬ ‫ﻋﺑر‬ ‫اﻟﺑرﯾد‬ ‫اﻹﻟﻛﺗروﻧﻲ‬ : ‫ﯾﺑدأ‬ ‫ﺑﻣﺟرد‬ ‫اﻟﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫ﻋﻧوان‬ ‫اﻟﺑرﯾد‬ ‫اﻹﻟﻛﺗروﻧﻲ‬ ‫اﻟﺧﺎص‬ ‫ﺑﺎﻟﻌﻣﯾل‬ ‫اﻟﻣﺣﺗﻣل‬ ‫اﻟذي‬ ‫ﯾﺗرﻛﮫ‬ ‫ﻋﻧد‬ ‫ﺗﺣﻣﯾل‬ ‫دﻟﯾل‬ ‫أو‬ ‫اﻻﻧﺿﻣﺎم‬ ‫إﻟﻰ‬ ‫وﯾﺑﯾﻧﺎر‬ ‫أو‬ ‫اﻻﺷﺗراك‬ ‫ﻓﻲ‬ ‫اﻟﻧﺷرة‬ .‫اﻟﺑرﯾدﯾﺔ‬ ‫ﺑﺎﻹﻋﺗﻣﺎد‬ ‫ﻋﻠﻰ‬ ‫ﺣﻣﻠﺔ‬ ‫اﻟﺗﻘطﯾر‬ ‫ﺗﺗﺿﻣن‬ ‫اﻟﻣﻘﺎﻻت‬ ‫ذات‬ ‫ﺻﻠﺔ‬ ‫ﺑﺎﻟﻣوﺿوع‬ ‫اﻟذي‬ ‫ﻷﺟﻠﮫ‬ ‫ﺗرك‬ ‫اﻟﻣﺳﺗﺧدم‬ ،‫ﺑرﯾده‬ ‫واﻟﺣﺻول‬ ‫ﻋﻠﻰ‬ ‫ﻋﯾﻧﺔ‬ ،‫ﻣﺟﺎﻧﯾﺔ‬ ‫وﺧﺻوﻣﺎت‬ ‫ﺧﺎﺻﺔ‬ ‫ﺑﺎﻟﻣﺷﺗرﻛﯾن‬ ‫ﻓﻲ‬ ‫اﻟﻧﺷرة‬ ‫ﻓﻘط‬ ‫أو‬ ‫ﻟﻣن‬ ‫ﯾﺷﺗري‬ ‫ﺧﻼل‬ 24 ‫ﺳﺎﻋﺔ‬ ‫اﻟﻘﺎدﻣﺔ‬ . ‫أﻣﺎ‬ ‫إﺟﺎﺑﺔ‬ ‫اﻟﺳؤال‬ ‫اﻟﺛﺎﻟث‬ ‫ﻋن‬ ‫ﻛﯾﻔﯾﺔ‬ ‫ﻗﯾﺎس‬ ‫اﻧﺗﻘﺎل‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻣﺣﺗﻣﻠﯾن‬ ‫إﻟﻰ‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟﺗﻘﯾﯾم‬ ‫“ﻣﻧﺗﺻف‬ ‫ﻗﻣﻊ‬ ،”‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﺳﯾﻛون‬ ‫اﻟﻘﯾﺎس‬ ‫ﻣن‬ ‫ﺧﻼل‬ ‫أﻋداد‬ ‫ﻣؤﺷرات‬ ‫اﻷداء‬ : ● ‫ﺣﺿور‬ ‫اﻟوﯾﺑﯾﻧﺎر‬ ● ‫ﻧﻣﺎذج‬ ‫ﺻﻔﺣﺔ‬ ‫اﻟﮭﺑوط‬ ‫اﻟﺗﻲ‬ ‫ﺋت‬ِ‫ﻠ‬ُ‫ﻣ‬ ● ‫زﯾﺎرات‬ ‫اﻟﻣﻘﺎﻻت‬ ● ‫ﻧﻘرات‬ ‫ﻋﻠﻰ‬ ‫راﺑط‬ ‫ﻣﻧﺷور‬ ‫اﻟﺿﯾف‬ ● ‫ﺗﺣﻣﯾﻼت‬ ‫اﻷدﻟﺔ‬ ‫واﻟﻧﻣﺎذج‬ ● ‫اﻟﻣﺗﺎﺑﻌﯾن‬ ‫وﻛم‬ ‫اﻟﺗﻔﺎﻋﻼت‬ ● ‫اﻻﺷﺗراﻛﺎت‬ ‫ﻓﻲ‬ ‫اﻟﻧﺷرة‬ ‫اﻟﺑرﯾدﯾﺔ‬ ● ‫ﻣﻌدل‬ ‫ﻓﺗﺢ‬ ‫اﻟرﺳﺎﺋل‬ ● ‫رﺳﺎﺋل‬ ‫اﻟرد‬ ● ‫ﻣﻌدل‬ ‫اﻻﺳﺗﺟﺎﺑﺔ‬ ‫ﻟﻠﻌروض‬ ‫وطﻠﺑﺎت‬ ‫اﻟﺗﺟرﺑﺔ‬ ‫اﻟﻣﺟﺎﻧﯾﺔ‬ ‫اﻟﻘﺳم‬ :‫اﻟﺛﺎﻧﻲ‬ ‫ﻣﻧﺗﺻف‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ - ‫ﻣرﺣﻠﺔ‬ ‫اﻟﺗﻘﯾﯾم‬
‫ﺳﺗﻛون‬ ‫اﻹﺟﺎﺑﺔ‬ ‫ﻋﻠﻰ‬ ‫اﻷﺳﺋﻠﺔ‬ ‫اﻟﺛﻼﺛﺔ‬ ‫ﻧﻔﺳﮭﺎ‬ ‫ﻓﻲ‬ ‫ھذا‬ ،‫اﻟﻘﺳم‬ ‫ﻓﺄول‬ ‫ﺳؤال‬ : ‫ﻣﺎ‬ ‫ﻧوع‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ ‫اﻟﺗﻲ‬ ‫ﯾﺣﺗﺎﺟﮭﺎ‬ ‫اﻟﻌﻣﻼء‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ؟‬ ‫ﺳﯾﻛون‬ ‫ﻋن‬ ‫طرﯾﻖ‬ ‫اﺳﺗﻌﻣﺎل‬ ‫ﻋدة‬ ‫اﺳﺗراﺗﯾﺟﯾﺎت‬ ‫ﻣﺛل‬ : ● ‫اﻟﻣﺣﺗوى‬ ‫اﻟذي‬ ‫ﯾﺻف‬ ‫ﺧﺻﺎﺋص‬ ‫اﻟﻣﻧﺗﺞ‬ ‫ﺑﺗﻔﺻﯾل‬ ‫أﻛﺑر‬ ‫ّم‬‫ﯾ‬‫ﻘ‬ُ‫ﯾ‬‫ﻟ‬ ‫ﻓﻲ‬ ‫ﺿوء‬ ‫ﻣﻌﻠوﻣﺎت‬ ،‫دﻗﯾﻘﺔ‬ ‫ﻣﺛل‬ ‫ﺗدوﯾﻧﺎت‬ ‫ﺗﺣﻣل‬ ‫ﻋﻧوان‬ ‫“ﺗﻌرف‬ ‫ﻋﻠﻰ‬ ‫ﺧدﻣﺔ‬ ‫)س‬ )”. ● ‫ﻣﻣﯾزات‬ ‫اﻟﻣﻧﺗﺞ‬ ‫اﻟﺗﻲ‬ ‫ﺗﺗﻔوق‬ ‫ﻋﻠﻰ‬ ‫اﻟﻣﻧﺗﺟﺎت‬ ،‫اﻟﻣﻧﺎﻓﺳﺔ‬ ‫ﯾﻣﻛن‬ ‫إﻧﺷﺎء‬ ‫إﻧﻔوﺟراﻓﯾك‬ ‫أو‬ ‫ﻓﯾدﯾو‬ ‫ﯾﻌدد‬ ‫اﻟﻣﯾزات‬ ‫اﻟﺗﻲ‬ ‫ﯾﺗﻣﺗﻊ‬ ‫ﺑﮭﺎ‬ ‫اﻟﻣﻧﺗﺞ‬ ‫وﻻ‬ ‫ﺗﺗوﻓر‬ ‫ﻟدى‬ ‫اﻟﻣﻧﺎﻓﺳﯾن‬ . ● ‫دراﺳﺎت‬ ‫ﺣﺎﻟﺔ‬ ‫ﻟﻘﺻص‬ ‫ﻧﺟﺎح‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﺳﺎﺑﻘﯾن‬ ‫ﻟﻧﻘل‬ ‫اﻟﻌﻣﻼء‬ ‫ﺑﺳﮭوﻟﺔ‬ ‫أﻛﺑر‬ ‫ﻣن‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟﺗﻘﯾﯾم‬ ‫إﻟﻰ‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫اﻟﺗﻲ‬ ‫ﺗﻠﯾﮭﺎ‬ ‫“اﻟﺷراء‬ ”. ● ‫اﻟﺛﻘﺔ‬ ‫ﻓﻲ‬ ‫أن‬ ‫اﻟﺷرﻛﺔ‬ ‫اﻟﻣﻧﺗﺟﺔ‬ ‫ھﻲ‬ ‫راﺋدة‬ ‫ﻓﻲ‬ ‫ﻣﺟﺎﻟﮭﺎ‬ . :‫ﺎ‬ً‫ﯾ‬‫ﺛﺎﻧ‬ ‫ﻛﯾف‬ ‫ﺳﯾﻌﺛر‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻣﺣﺗﻣﻠون‬ ‫ﻋﻠﻰ‬ ‫اﻟﻣﻧﺗﺞ‬ ‫ﻓﻲ‬ ‫ﻣرﺣﻠﺔ‬ ‫اﻟﺗﻘﯾﯾم؟‬ ‫ﺑﺎﺳﺗﻌﻣﺎل‬ ‫ﻋدة‬ ،‫أﺳﺎﻟﯾب‬ ‫ﻣﻧﮭﺎ‬ : ● ‫ﻣوﻗﻊ‬ ‫اﻟوﯾب‬ : ‫ﺻﻔﺣﺔ‬ ،‫اﻟﻣﻧﺗﺞ‬ ‫وﺻﻔﺣﺔ‬ ،‫ﻋﻣﻼﺋﻧﺎ‬ ‫وﻗﺻص‬ ،‫اﻟﻧﺟﺎح‬ ‫اﻟﻧواﻓذ‬ ‫اﻟﻣﻧﺑﺛﻘﺔ‬ ‫ذات‬ ‫اﻟﺻﻠﺔ‬ ‫ﺑﺎﻟﺻﻔﺣﺔ‬ ‫اﻟﺗﻲ‬ ‫ﯾزورھﺎ‬ ،‫اﻟﻌﻣﯾل‬ ‫ﻋﻠﻰ‬ ‫ﺳﺑﯾل‬ ‫اﻟﻣﺛﺎل‬ ‫“ھل‬ ‫ﺗﺣﺗﺎج‬ ‫إﻟﻰ‬ ‫ﻣﺳﺎﻋدة‬ ‫ﺑﺷﺄن‬ ‫اﻟﺧدﻣﺔ‬ ‫)س(؟‬ ”. ● ‫اﻟﺗﺳوﯾﻖ‬ ‫ﺑﺎﻟﻣﺣﺗوى‬ : ‫وﯾﺑﯾﻧﺎر‬ ‫ﻋن‬ ‫اﻟﻣﻧﺗﺞ‬ ‫ﻧﻔﺳﮫ‬ ‫أو‬ ‫ﻋن‬ ‫ﺗﺟرﺑﺔ‬ ‫اﻟﻌﻣﻼء‬ ‫وﻟﯾس‬ ‫ﻋن‬ ‫أﺣد‬ ‫ﻣوﺿوﻋﺎت‬ ،‫اﻟﺻﻧﺎﻋﺔ‬ ‫ﻛﺗﺎﺑﺔ‬ ‫ﺗﻘرﯾر‬ ‫ﻣﻔﺻل‬ ‫ﻋن‬ ‫ﺑﺣث‬ ‫أﺟرﺗﮫ‬ ‫اﻟﺷرﻛﺔ‬ ‫ﻓﻲ‬ ‫اﻟﺻﻧﺎﻋﺔ‬ ‫ﯾﻣﺛل‬ ً ‫دﻟﯾﻼ‬ ‫ﻋﻠﻰ‬ ‫رﯾﺎدﺗﮭﺎ‬ . ● ‫اﻷدﻟﺔ‬ ‫وﻣواﻗﻊ‬ ‫اﻟﻣراﺟﻌﺔ‬ : ‫إدراج‬ ‫اﻟﺷرﻛﺔ‬ ‫ﻓﻲ‬ ‫اﻷدﻟﺔ‬ ‫اﻟﺗﺟﺎرﯾﺔ‬ ‫ﻣﺛل‬ ‫ﺟوﺟل‬ ‫ﻧﺷﺎطﻲ‬ ‫اﻟﺗﺟﺎري‬ ‫واﻟﻐرف‬ ‫اﻟﺗﺟﺎرﯾﺔ‬ ‫وأدﻟﺔ‬ ‫اﻷﻋﻣﺎل‬ ‫ﻣﺛل‬ Yelp، ‫ﻣﻊ‬ ‫ﺗﺷﺟﯾﻊ‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﺳﻌداء‬ ‫ﻋﻠﻰ‬ ‫ﺗرك‬ ‫ﻣراﺟﻌﺎت‬ ‫إﯾﺟﺎﺑﯾﺔ‬ ‫ﻋن‬ ،‫ﺗﺟرﺑﺗﮭم‬ ‫وﻣﻌﺎﻟﺟﺔ‬ ‫اﻟﻣراﺟﻌﺎت‬ ‫اﻟﺳﻠﺑﯾﺔ‬ ‫ﻟﻠﻌﻣﻼء‬ ‫اﻟﻐﺎﺿﺑﯾن‬ ‫وإﺻﻼح‬ ‫اﻟﻣوﻗف‬ . ● ‫اﻹﻋﻼﻧﺎت‬ : ‫إﻋﺎدة‬ ‫اﺳﺗﮭداف‬ ‫اﻟﺟﻣﮭور‬ ‫ھو‬ ‫أﺣد‬ ‫اﻟﺗﻛﺗﯾﻛﺎت‬ ‫اﻹﻋﻼﻧﯾﺔ‬ ‫اﻟﻣﻧﺎﺳﺑﺔ‬ ‫ﻟﮭذه‬ ،‫اﻟﻣرﺣﻠﺔ‬ ‫وﯾﻌﻧﻲ‬ ‫اﺳﺗﮭداف‬ ‫اﻷﺷﺧﺎص‬ ‫اﻟذﯾن‬ ‫أﺑدوا‬ ‫اھﺗﻣﺎﻣﺎ‬ ‫ﺑﺎﻟﻣﻧﺗﺞ‬ ‫أو‬ ‫اﻟﺧدﻣﺔ‬ ‫ﻣن‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫اﻟﺳﺎﺑﻘﺔ‬ ً ‫ﻣﺛﻼ‬- ‫زاروا‬ ‫اﻟﻣوﻗﻊ‬ ‫أو‬ ‫ﺣﻣﻠوا‬ - ً ‫دﻟﯾﻼ‬ ‫ﺑﺈﻋﻼﻧﺎت‬ ‫ﻣﺧﺻﺻﺔ‬ ‫ﻟﻠظﮭور‬ ‫ﻟﮭم‬ .‫ﻓﻘط‬ ‫ﯾﻛون‬ ‫اﻻﺳﺗﮭداف‬ ‫ﺑطرﯾﻘﺔ‬ ‫دﻗﯾﻘﺔ‬ ‫ﻟﻠﻐﺎﯾﺔ‬ ‫ًا‬‫د‬‫اﻋﺗﻣﺎ‬ ‫ﻋﻠﻰ‬ ‫ﻣﻠﻔﺎت‬ ‫ﺗﻌرﯾف‬ ‫اﻻرﺗﺑﺎط‬ (Cookies). ‫ا‬ ً‫وأﺧﯾر‬ ، ‫ﻛﯾف‬ ‫أﻋرف‬ ‫ﻣﺎ‬ ‫إذا‬ ‫ﻛﺎن‬ ‫اﻟﺟﻣﮭور‬ ‫اﻧﺗﻘل‬ ‫ﻣن‬ ‫ﻣرﺣﻠﺔ‬ ‫إﻟﻰ‬ ‫أﺧرى؟‬ ‫ھﻧﺎك‬ ‫ﻋدة‬ ‫ﻣؤﺷرات‬ ‫ﺗﺧﺑر‬ ‫ﺑﺄن‬ ‫اﻟﻌﻣﯾل‬ ‫اﻧﺗﻘل‬ ‫إﻟﻰ‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫اﻟﺗﺎﻟﯾﺔ‬ ‫وﺑﺎت‬ ‫ﻗﺎب‬ ‫ﻗوﺳﯾن‬ ‫أو‬ ‫أدﻧﻰ‬ ‫ﻣن‬ ،‫اﻟﺷراء‬ ‫ﻣﺛل‬ : ● ‫زﯾﺎرات‬ ‫ﺻﻔﺣﺔ‬ ‫اﻟﻣﻧﺗﺟﺎت‬ ‫وﺣﺿور‬ ‫اﻟوﯾﺑﯾﻧﺎر‬ ● ‫ﻋدد‬ ‫اﻟزﯾﺎرات‬ ‫اﻟﻣﺗﻛررة‬ ● ‫زﯾﺎرات‬ ‫اﻷدﻟﺔ‬ ‫اﻟﺗﺟﺎرﯾﺔ‬ ‫واﻹﺣﺎﻟﺔ‬ ‫ﻣﻧﮭﺎ‬ ● ‫ﻣﻛﺎﻟﻣﺎت‬ ‫اﻟﮭﺎﺗف‬ ‫وطﻠﺑﺎت‬ ‫اﻟﻌﻘود‬ ● ‫ﺳﻠﺔ‬ ‫اﻟﻣﺷﺗرﯾﺎت‬ ‫اﻟﺗﻲ‬ ‫ﺗﺧﻠﻰ‬ ‫ﻋﻧﮭﺎ‬ ‫اﻟﻌﻣﯾل‬ ‫ﻣﻊ‬ ‫دراﺳﺔ‬ ‫أﺳﺑﺎب‬ ‫اﻟﺗﺧﻠﻲ‬ ‫ﻟﺗدارﻛﮭﺎ‬ ● ‫اﻟﺗواﺻل‬ ‫ﻣﻊ‬ ‫اﻟﻌﻣﻼء‬ ‫ﺑﮭدف‬ ‫إﻗﻧﺎﻋﮭم‬ ‫إﺗﻣﺎم‬ ‫اﻟﺷراء‬ ‫اﻟﻘﺳم‬ :‫اﻟﺛﺎﻟث‬ ‫ﻗﺎع‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﻣرﺣﻠﺗﻲ‬ ‫اﻟﺷراء‬ ‫وﻣﺎ‬ ‫ﺑﻌد‬ ‫اﻟﺷراء‬ ‫ﻟﻺﺟﺎﺑﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻧﻔس‬ ‫اﻟﺳؤال‬ ‫اﻷول‬ : ‫ﻣﺎ‬ ‫ﻧوع‬ ‫اﻟﻣﻌﻠوﻣﺎت‬ ‫اﻟﺗﻲ‬ ‫ﯾﺣﺗﺎﺟﮭﺎ‬ ‫اﻟﻌﻣﻼء‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ؟‬ ‫ﻓﺳﯾﺣﺗﺎج‬ ‫اﻟﻌﻣﻼء‬ ‫ﻓﻲ‬ ‫ھذه‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫اﻟدﻗﯾﻘﺔ‬ ‫إﻟﻰ‬ ‫ﺗﻌظﯾم‬ ‫ﺷﻌورھم‬ ‫ﺑﺎﻟراﺣﺔ‬ ‫وﺗﺳﮭﯾل‬ ‫ﻋﻣﻠﯾﺔ‬ ‫اﻟﺷراء‬ ‫ﻗدر‬ .‫اﻹﻣﻛﺎن‬ ‫ﻋن‬ ‫طرﯾﻖ‬ ‫ﺗﻘدﯾم‬ ‫ﻣﺣﺗوى‬ ‫ﻋﻠﻰ‬ ‫ﺷﺎﻛﻠﺔ‬ ‫“ﻛﯾف‬ ‫أﺻﺑﺢ‬ ‫ﺷراء‬ (‫)س‬ ‫أﺳﮭل‬ ‫ﻣﺎ‬ ،”‫ﯾﻣﻛن؟‬ ‫ﯾﺣﺗﺎﺟون‬ ‫ﺎ‬ً‫ﺿ‬‫أﯾ‬ ‫إﻟﻰ‬ ‫ﺗﻘﻠﯾل‬ ‫اﻻرﺗﺑﺎك‬ ‫ﺑﺗﺻﻣﯾم‬ ‫ﺻﻔﺣﺎت‬ ‫دﻓﻊ‬ ‫ﺗﺧﺑر‬ ‫اﻟﻌﻣﯾل‬ ‫ﺑوﺿوح‬ ‫ﻣﺎ‬ ‫اﻟذي‬ ‫ﺳﯾﻔﻌﻠﮫ‬ ‫ﻹﺗﻣﺎم‬ ‫اﻟﺷراء‬ .
● ‫اھﺗﻣﺎم‬ ‫ﺿﻌﯾف‬ ‫وﻣﻼﺋﻣﺔ‬ ‫ﻣرﺗﻔﻌﺔ‬ ‫ﯾﺷﺑﺔ‬ ‫ھؤﻻء‬ ‫اﻟﻌﻣﻼء‬ ‫ﺷﺧﺻﯾﺔ‬ ‫اﻟﻌﻣﯾل‬ ‫إﻟﻰ‬ ‫ﺣد‬ ،‫ﻛﺑﯾر‬ ‫ﻟﻛﻧﮭم‬ ‫ﻻ‬ ‫ﯾﺑدون‬ ‫ﺎ‬ً‫ﻣ‬‫اھﺗﻣﺎ‬ ‫ﺑﺎﻟﻣﻧﺗﺞ‬ ‫وﻻ‬ ‫ﯾﺑﺣﺛون‬ ‫ﺑﻧﺷﺎط‬ ‫ﻋن‬ .‫ﺣﻠول‬ ‫ھذه‬ ‫اﻟﻧوﻋﯾﺔ‬ ‫ﻣن‬ ‫اﻟﻣﻔﯾد‬ ‫ﻣﺗﺎﺑﻌﺗﮭﺎ‬ ‫ﺑﺣﻣﻠﺔ‬ ‫ﻟﻧﺷر‬ ‫اﻟوﻋﻲ‬ ‫ﺑﺎﻟﻌﻼﻣﺔ‬ ‫اﻟﺗﺟﺎرﯾﺔ‬ ‫ﺳﺗﺣﻘﻖ‬ ‫ﻧﺗﺎﺋﺞ‬ ‫ﻓﻲ‬ ‫اﻟﻣﺳﺗﻘﺑل‬ ‫ﺑﻣﺟرد‬ ‫ﺷﻌورھم‬ ‫ﺑﺎﻟﺣﺎﺟﺔ‬ ‫أو‬ ‫ﺑﺣﺛﮭم‬ ‫ﻋن‬ ‫ﺣل‬ ‫ﻟﻠﻣﺷﻛﻠﺔ‬ . ● ‫اھﺗﻣﺎم‬ ‫ﻗوي‬ ‫وﻣﻼﺋﻣﺔ‬ ‫ﻣرﺗﻔﻌﺔ‬ ‫ھﻲ‬ ‫اﻟﻔﺋﺔ‬ ‫اﻷﺟدر‬ ،‫ﺑﺎﻻھﺗﻣﺎم‬ ‫إذ‬ ‫ﺗﺑﺣث‬ ‫ﺑﻛﺛب‬ ‫ﻋن‬ ‫ﻣﻧﺗﺟك‬ ‫وﻋﻠﻰ‬ ‫اﻷرﺟﺢ‬ ‫ﺳﯾﺗﺣوﻟون‬ ‫إﻟﻰ‬ ‫ﻋﻣﻼء‬ .‫ﻓﻌﻠﯾﯾن‬ ،‫ﻟذا‬ ‫ﯾﺟب‬ ‫أن‬ ‫ﯾﺗﺻدروا‬ ‫ﻗﺎﺋﻣﺔ‬ ‫أوﻟوﯾﺎت‬ ‫ﻓرﯾﻖ‬ .‫اﻟﻣﺑﯾﻌﺎت‬ ‫ﻗد‬ ‫ﺗﺧﺻص‬ ‫ﻟﮭذه‬ ‫اﻟﻔﺋﺔ‬ ‫أﻛﺛر‬ ‫أﻋﺿﺎء‬ ‫ﻓرﯾﻘك‬ ‫ﻣﮭﺎرة‬ ‫ﻟﻠﺗواﺻل‬ ‫ﻣﻌﮭم‬ ‫وإﻗﻧﺎﻋﮭم‬ ‫ﺑﺈﺗﻣﺎم‬ ،‫اﻟﺷراء‬ ‫ﻓﯾﻣﺎ‬ ‫ﺗﻛﻠف‬ ‫اﻷﻋﺿﺎء‬ ‫اﻷﻗل‬ ‫ﺧﺑرة‬ ‫ﺑﻣﮭﻣﺔ‬ ‫اﻟﺗواﺻل‬ ‫ﻣﻊ‬ ‫ﻓﺋﺎت‬ ‫اﻟﻌﻣﻼء‬ ‫اﻷﻗل‬ ‫أھﻣﯾﺔ‬ . ،‫ﺎ‬ً‫ﻣ‬‫ﺧﺗﺎ‬ ‫ﯾﻛﻣن‬ ‫ﻣﻔﺗﺎح‬ ‫اﻟﻧﺟﺎح‬ ‫ﻓﻲ‬ ‫اﺳﺗﺧدام‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت‬ Sales Funnel ‫ﻓﻲ‬ ‫ﻓﮭم‬ ‫اﺣﺗﯾﺎﺟﺎت‬ ‫اﻟﻌﻣﻼء‬ ‫ًا‬‫د‬‫ﺟﯾ‬ ‫ﻓﻲ‬ ‫ﻛل‬ ‫ﻣرﺣﻠﺔ‬ ‫ﻟﺗﻘدﯾم‬ ‫اﻷﻧﺷطﺔ‬ ‫اﻟﺗﺳوﯾﻘﯾﺔ‬ .‫اﻟﻣﻧﺎﺳﺑﺔ‬ ‫ا‬ ً‫ﻧظر‬ ‫ﻷن‬ ‫اﻟﺗﺳرﯾﺑﺎت‬ ‫اﻟﺗﻲ‬ ‫ﯾﻐﺎدر‬ ‫ﻣﻧﮭﺎ‬ ‫اﻟﻌﻣﻼء‬ ‫اﻟﻘﻣﻊ‬ ‫ھﻲ‬ ‫أﻣر‬ ،‫اﻋﺗﯾﺎدي‬ ‫ﻻﺣظ‬ ‫ﻓﻲ‬ ‫أي‬ ‫ﻣرﺣﻠﺔ‬ ‫ﺗظﮭر‬ ‫اﻟﺷﻘوق‬ ‫وﻣﺎ‬ ‫ھﻲ‬ ‫اﻟﺟﮭود‬ ‫اﻟﻣﺣددة‬ ‫اﻟﺗﻲ‬ ‫ﺗؤدي‬ ‫ﻋﺎدة‬ ‫إﻟﻰ‬ ،‫اﻟﺷراء‬ ‫ﺛم‬ ‫أﻋﻣل‬ ‫ﻋﻠﻰ‬ ‫ﺗرﻣﯾم‬ .‫اﻟﻘﻣﻊ‬ ‫ﻧﺳﻌد‬ ‫ﺑﻣﺷﺎرﻛﺗك‬ ‫ﻓﻲ‬ ،‫اﻟﺗﻌﻠﯾﻘﺎت‬ ‫ﻣﺎ‬ ‫ھﻲ‬ ‫اﻻﺳﺗراﺗﯾﺟﯾﺎت‬ ‫اﻟﺗﺳوﯾﻘﯾﺔ‬ ‫اﻟﺗﻰ‬ ‫ﺗراھﺎ‬ ‫أﻛﺛر‬ ‫ﻓﻌﺎﻟﯾﺔ‬ ‫ﻓﻲ‬ ‫ﻗﻣﻊ‬ ‫اﻟﻣﺑﯾﻌﺎت؟‬ ‫رﺣﻠﺔ‬ ‫وﺗﺣوﯾل‬ ‫اﻟﻌﻣﯾل‬ ‫اﻟﻣﺗوﻗﻊ‬ ‫إﻟﻰ‬ ‫ﻋﻣﯾل‬ ‫ﻓﻌﻠﻲ‬ :: ‫اﻟﻛورس‬ ‫ﻟﮭذا‬ ‫ادﻋوﻛم‬ ‫اﻟﻣﮭﺎره‬ ‫ھذه‬ ‫ﻻﺣﺗراف‬ ‫ﺑﺎﻟﺗوﻓﯾﻖ‬ .

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