{"id":1026,"date":"2019-03-20T00:00:00","date_gmt":"2019-03-20T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2019\/03\/20\/5-lead-generation-taktik-ki-se-vedno-prinasajo-najboljse-rezultate\/"},"modified":"2023-04-28T09:07:46","modified_gmt":"2023-04-28T07:07:46","slug":"5-lead-generation-taktik-ki-se-vedno-prinasajo-najboljse-rezultate","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/5-lead-generation-taktik-ki-se-vedno-prinasajo-najboljse-rezultate\/","title":{"rendered":"5 Lead Generation taktik, ki \u0161e vedno prina\u0161ajo najbolj\u0161e rezultate"},"content":{"rendered":"<p><\/p>\r\n<p>Eden najve\u010djih izzivov, s katerim se nenehno sre\u010dujemo podjetja, je pridobivanje novih in kvalificiranih leadov. Da je oreh \u0161e tr\u0161i potem sli\u0161imo \u0161e duhamorno statistiko, da<strong> 79 % leadov nikoli niti ne postane strank <\/strong>(<a href=\"https:\/\/www.marketingsherpa.com\/\">Marketing Sherpa<\/a>).<\/p>\r\n<p>Podjetja delujejo v razli\u010dnih industrijah in naslavljajo razli\u010dne kupce. Nedvomno svoje poznate najbolje, a \u010de se va\u0161 prodajni lijak ne polni tako hitro, kot bi \u017eeleli, tudi na dnu ne more biti \u017eelenega izplena. Tako med tuhtanjem o novih na\u010dinih pridobivanja kontaktov, kaj hitro pozabimo na tiste najbolj osnovne, ki so &#8211; ob premi\u0161ljeni strategiji, kakovostni vsebini in \u0161\u010depcu avtomatizacije &#8211; \u0161e vedno <strong>najbolj u\u010dinkoviti. <\/strong><\/p>\r\n<p>Za vas smo pripravili <strong>5 taktik za pridobivanje novih leadov, ki \u0161e vedno prina\u0161ajo najbolj\u0161e rezultate. <\/strong>Ti na spletu od vas pri\u010dakujejo znanje in zanj so pripravljeni pla\u010dati \u2013 najprej s kontaktnimi informacijami, nato pa z bolj konvencionalnimi valutami. Ne glede na to, za kateri predlog se boste odlo\u010dili, ne pozabite na merjenje njegove uspe\u0161nosti in izbolj\u0161evanje.<\/p>\r\n<h2><strong>1. BLOG<\/strong><\/h2>\r\n<p>Blog je odli\u010dna platforma, kjer lahko poka\u017eete svoje znanje in pomagate bralcem re\u0161evati njihove izzive. <strong>Statistika pravi, da podjetja, ki pi\u0161ejo blog, ustvarijo 67% ve\u010d leadov kot tista, ki ga nimajo. <\/strong>Razmislite, za koga pi\u0161ete (<a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\">persone <\/a>tu pomagajo) in pripravite teme, ki va\u0161o ciljno publiko zanimajo. Odlo\u010dite se, kako pogosto boste pisali (debate so tu deljene in seveda je odvisno, za koga pi\u0161ete), a ko sprejmete odlo\u010ditev, se je dr\u017eite. Bralci se hitro navadijo na neko frekvenco in razo\u010darano odidejo, \u010de pri\u010dakovanih vsebin ne dobijo.<\/p>\r\n<p><strong>Kakovostni zapisi pomagajo ustvarjati va\u0161o kredibilnost <\/strong>in \u010de vam bralec zaupa, je veliko ve\u010dja verjetnost, da se bo na vas obrnil, ko bo kupoval re\u0161itev za svojo te\u017eavo \u2013 pa naj bo to novo kolo ali izolacija za streho. Nikakor pa ne gre zanemariti tudi SEO u\u010dinka \u2013 ker pi\u0161ete o temah, ki va\u0161e kupce zanimajo, bo va\u0161a spletna stran tudi na iskalnikih rangirana vi\u0161je.<\/p>\r\n<h2><strong>2. E-VODI\u010c<\/strong><\/h2>\r\n<p>E-vodi\u010d je vsebina, najpogosteje v .pdf obliki, ki si jo obiskovalec prenese z va\u0161e spletne strani. <strong>Bralcu zagotovi uporabne informacije in ponavadi tematiko obravnava malce bolj poglobljeno kot zapis na blogu<\/strong>.<\/p>\r\n<p>V vodi\u010du nikakor ne promovirajte svojega izdelka\/storitve. V tovrstnih dokumentih bralec ne \u017eeli ponudbe in jih tudi ne bo jemal resno, \u010de bo na vsaki strani bral le o vas. \u010ce torej pripravljate dokument \u201c<em>Kako izbrati najbolj\u0161o kolesarsko opremo?\u201d<\/em>, se vpra\u0161ajte, kaj bralec od takega dokumenta pri\u010dakuje. Opredelite lahko na primer 3 kolesarske situacije: mestno vo\u017enjo, cestne podvige in gorske avanture ter za vsako opi\u0161ete, kak\u0161na oprema je najbolj primerna in na kaj mora biti kolesar pozoren. Bralec bo tako dobil \u017eelene odgovore in ko se bo odlo\u010dil za nakup kolesa, vas bo rad obiskal.<\/p>\r\n<h2><strong>3. INFOGRAFIKA<\/strong><\/h2>\r\n<p>Vemo, da imamo ljudje radi vizualno predstavljene informacije. Razmislite torej, katera tema bi zanimala va\u0161e bralce in pripravite mini raziskavo. Morda pa podatke \u017ee imate in jih je treba le \u0161e privla\u010dno zapakirati. <strong>Uporabite dejanske \u0161tevilke, ki bodo bralcu povedale nekaj novega<\/strong>. Na internetih se valja \u017ee ogromno infografik brez uporabne vrednosti, naj va\u0161a ne pristane v istem ko\u0161u.<\/p>\r\n<p>Infografike so enostavne za deljenje preko dru\u017eabnih omre\u017eij, s kakovostnimi pa boste lahko zbudili tudi interese medijev, ki pokrivajo va\u0161o panogo.<\/p>\r\n<h2><strong>4. WEBINAR (SPLETNI SEMINAR)<\/strong><\/h2>\r\n<p>Nedvomno imate veliko znanja, ki bi ga \u017eeleli deliti z ob\u010dinstvom in seveda potencialnimi kupci. Spletni seminarji so enostaven in poceni na\u010din podajanja informacij. Vsekakor pred izvedbo v \u017eivo preizkusite celoten postopek, da ne bo presene\u010denj. Tehnologija lahko zataji ob najbolj zoprnih trenutkih, zato raje uporabite kabelski internet, preverite mikrofon, na sve\u017ee \u201crestartajte\u201d ra\u010dunalnik in \u010de se le da, naj se vam v vlogi moderatorja pridru\u017ei sodelavec, medtem ko ste vi osredoto\u010deni na vsebino. Hitro bo ugotovil, \u010de kak\u0161en tehni\u010dni detajl ni v redu in na drugi strani poskrbel za morebitna vpra\u0161anja in komentarje sodelujo\u010dih. <strong>Webinarji namre\u010d omogo\u010dajo neposredno dvostransko komunikacijo \u2013 uporabite jo<\/strong>.<\/p>\r\n<h2><strong>5. E-MAIL<\/strong><\/h2>\r\n<p>Na voljo je mno\u017eica komunikacijskih kanalov, a e-mail nikakor ni v zatonu. Z zgornjimi taktikami ste pridobili nove kontakte in \u010de ste v obrazce vklju\u010dili tudi prijavo na novice, imate dovoljenje, da jih obve\u0161\u010date o \u017eelenih vsebinah. <strong>Imejte v mislih, da na dan dobimo veliko \u0161tevilo sporo\u010dil in namenite dovolj pozornosti kakovostni in zanimivi vsebini<\/strong>, za\u010den\u0161i z Zadevo (<em>Subject line<\/em>).<\/p>\r\n<p>Ne glede na to, za kak\u0161no lead generation taktiko se boste odlo\u010dili v va\u0161i naslednji kampanj, pa je priporo\u010dljivo, da pri pripravi vsebine sledite naslednjim \u0161tirim pravilom &#8211; vsebina mora biti:<\/p>\r\n<ul>\r\n<li><strong>relevantna, <\/strong><\/li>\r\n<li><strong>re\u0161evati dolo\u010den problem, <\/strong><\/li>\r\n<li><strong>imeti za uporabnika vrednost <\/strong><\/li>\r\n<li><strong>in biti strokovna. <\/strong><\/li>\r\n<\/ul>\r\n<p>Tako, vsebino ste pripravili, sedaj pa potrebujete \u0161e <strong>ustrezno in u\u010dinkovito podstran, zgrajeno s to\u010dno dolo\u010denim namenom: pripraviti obiskovalca do \u017eelene, za vas pomembne akcije. <\/strong>Za zgornje predloge (vsakega posebej) pripravite privla\u010dne <a href=\"https:\/\/madwise.si\/landing-page-stran-kjer-kupci-pristajajo-in-rezultati-vzletajo\/\">pristajalne strani<\/a>, ki jasno povedo, zakaj se spla\u010da pustiti kontakt. Pristajalna stran naj vsebuje le en CTA (<em>call to action<\/em>), pa naj bo ta prijava na novice, blog, naslednji webinar ali prenos dokumenta. Premislite tudi, katere informacije resni\u010dno potrebujete v obrazcu za prenos in ne dodajajte odve\u010dnih polj. Zapomnite si, da je manj ve\u010d. \u0160e en dobronameren napotek &#8211; ne zahtevajte telefonske \u0161tevilke, \u010de to res ni nujno in neizogibno. Ljudje smo postali tak\u0161ni, da ne radi dajemo okoli svoje telefonske \u0161tevilke. Obiskovalec vam bo hvale\u017een in va\u0161 CTR (<em>click through rate<\/em>) vi\u0161ji. Po kliku na gumb pa le recite \u201chvala\u201d in izkoristite \u0161e eno prilo\u017enost za interakcijo z obiskovalcem.<\/p>\r\n<p>PS: pri vsej tej vnemi pridobivanja novih kontaktov pa ne pozabite na obstoje\u010de stranke. Z vami imajo \u017ee vzpostavljen odnos in \u010de boste z njimi komunicirali tudi po nakupu, je verjetnost, da postanejo leadi za nove posle, veliko ve\u010dja.<\/p>\r\n<h2><strong>LEAD NURTURING <\/strong><\/h2>\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"wp-image-14617\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-03-20-at-10.49.40-1.png\" alt=\"\" \/><\/figure>\r\n<p><strong>Samo zato, ker je nekdo vpisal svoje kontaktne podatke v obrazec, to \u0161e ne pomeni, da je pripravljen na nakup.<\/strong> \u017de takoj moramo biti pripravljeni na to, da se nakupni proces nadaljuje. Sodelovanje prodaje in marketinga je med negovanjem leadov nujno in klju\u010dno.<\/p>\r\n<p><strong>79 % leadov namre\u010d nikoli ne postane strank, <\/strong>smo zapisali v uvodu. Najpogostej\u0161i razlog za ta zaskrbljujo\u010d podatek je odsotnost <a href=\"https:\/\/madwise.si\/blog\/imamo-celo-bazo-kontaktov-jim-ne-uspemo-nic-prodati\/\"><strong>lead nurturinga<\/strong><\/a><strong>. <\/strong>Leadi so zainteresirani posamezniki, to lahko re\u010demo z gotovostjo, saj vam v nasprotnem primeru sploh ne bi dali podatkov. Vendar preprosto \u0161e niso v tisti zadnji fazi nakupnega procesa, saj imajo ve\u010d vpra\u0161anj kot odgovorov. Ali pa \u010das ni \u010disto pravi. Ali pa bo budget na voljo \u0161ele naslednje leto. Od sedaj pa do tiste to\u010dke, ko bo padla odlo\u010ditev za naslednji korak, bo preteklo nekaj \u010dasa. V tem \u010dasu <strong>potrebujejo lead nurturing \u2013 relevantne vsebine, ki zapolnijo morebitne vrzeli v znanju, razumevanju in zaupanju<\/strong>.<\/p>\r\n<p>Umetnost uspe\u0161nega negovanja leadov je v ustvarjanju kakovostnih vsebin, ki jih bodo va\u0161e potencialne stranke \u0161e naprej z veseljem spremljale. Z uporabo sistemov <a href=\"https:\/\/madwise.si\/marketing-automation-v-treh-minutah\/\">marketin\u0161ke avtomatizacije <\/a>pa lahko ta proces ustrezno optimiziramo in tako spremljamo kupca in ustrezno reagiramo na njegovo obna\u0161anje. Da se lahko \u010dim bolj posve\u010damo leadom, ki so zares vredni, pa poskrbi <strong>lead scoring<\/strong>. Leade to\u010dkujemo tako, da \u0161e naprej spremljamo njihovo aktivnost in interakcijo z na\u0161imi vsebinami. Leadi so odprli dialog z nami, na nas pa je, da ga nadaljujemo. O tem in \u0161e \u010dem drugem pa ve\u010d prihodnji\u010d.<\/p>\r\n<p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n<\/p>","protected":false},"excerpt":{"rendered":"<p>Spletni uporabniki i\u0161\u010dejo uporabne informacije, poskrbite, da jim jih ponudite prav vi. Z vami delimo 5 preverjenih in zanesljivih tehnik, ki bodo naklju\u010dne obiskovalce spremenile v kakovostne leade. Na koncu vas \u010daka tudi nekaj prakti\u010dnih namigov za lead nurtiring.<\/p>\n","protected":false},"author":14,"featured_media":1328,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Lead Generation taktik, ki \u0161e vedno prina\u0161ajo najbolj\u0161e rezultate<\/title>\n<meta name=\"description\" content=\"Za vas smo zbrali 5 idej, kako s pomo\u010djo digitalnega marketinga privabiti nove leade. 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