{"id":1031,"date":"2019-04-03T00:00:00","date_gmt":"2019-04-03T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2019\/04\/03\/locite-zrno-od-plevela-z-ucinkovito-lead-generation-kampanjo\/"},"modified":"2023-04-28T09:07:54","modified_gmt":"2023-04-28T07:07:54","slug":"locite-zrno-od-plevela-z-ucinkovito-lead-generation-kampanjo","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/locite-zrno-od-plevela-z-ucinkovito-lead-generation-kampanjo\/","title":{"rendered":"Lo\u010dite zrno od plevela z u\u010dinkovito Lead Generation kampanjo"},"content":{"rendered":"<p><\/p>\r\n<p>\u201cNove leade potrebujemo!\u201d<\/p>\r\n<p>Ta stavek sli\u0161im velikokrat. Enako ugotavljajo stranke, prijatelji in marketin\u0161ki kolegi. Kadar koli beseda nanese na posel, je tu \u017eelja po novih kontaktih. Za\u010dnemo se pogovarjati o tem, kaj lahko storimo z obstoje\u010dimi in <a href=\"https:\/\/madwise.si\/prodate-le-10-kontaktom-dvignite-konverzijo\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead nurturing<\/a>\u00a0do\u017eivi navdu\u0161ene odzive. A \u017eelja po novih leadih ne zamre.<\/p>\r\n<p><strong>Nakupne poti se danes pri\u010denjajo na spletu.<\/strong> Tam se tudi odvije tri \u010detrtine vsega nakupnega dogajanja. Logi\u010den zaklju\u010dek je, da gremo nove kontakte iskat tja.<\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/lead-generation-vodic\/\"><img decoding=\"async\" class=\"wp-image-1629\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodiC48D-banner-2-1.jpg\" alt=\"Lead generation vodi\u010d banner 2\" \/><\/a><\/figure>\r\n<\/div>\r\n<p>Kako torej izgleda lead generation kampanja? Katere korake vsebuje in kaj zanjo potrebujemo? Primer ene si lahko ogledate <a href=\"https:\/\/madwise.si\/reference\/alta-registrski-racuni\/\" target=\"_blank\" rel=\"noreferrer noopener\">tule<\/a>. Kako pa je izgledala priprava?<\/p>\r\n<h2>1. CILJ LEAD GENERATION KAMPANJE<\/h2>\r\n<p>Vsaka kampanja, program ali aktivnost se za\u010dne s ciljem. V digitalnem marketingu ne bi smeli migniti z mezincem, dokler si ne odgovorimo na vpra\u0161anje:<\/p>\r\n<blockquote class=\"wp-block-quote\">\r\n<p>\u201cKaj \u017eelim dose\u010di?\u201d<\/p>\r\n<\/blockquote>\r\n<p><strong>Pri na\u010drtovanju lead generation kampanje je cilj \u0161tevilka.<\/strong>\u00a0Ne potrebujemo olep\u0161evanja in opisnih razlag. \u017delimo prodati 50 kosov produkta ali storitve. Pri obstoje\u010dih konverzijah\u00a0<a href=\"https:\/\/madwise.si\/prodajni-lijak-se-nikoli-ni-bil-tako-aktualen\/\" target=\"_blank\" rel=\"noreferrer noopener\">prodajnega lijaka<\/a>\u00a0to pomeni, da potrebujemo 300 novih kontaktov. To je na\u0161 cilj. Kako pa ga dose\u017eemo?<\/p>\r\n<h2>2. OB\u010cINSTVO LEAD GENERATION KAMPANJE<\/h2>\r\n<p>Za\u010dnimo z obratom.\u00a0<strong>V sredi\u0161\u010du na\u0161e pozornosti je sedaj kupec<\/strong>. Ta je na spletu kot riba v vodi \u2013 zna priti do \u017eelenih informacij (\u0161e preve\u010d jih ima), je zahteven in ima precej omejeno pozornost.<\/p>\r\n<p>Generirati \u017eelimo kakovostne leade. \u017delimo kontakte, ki bodo izkazali iskren interes in ki so z veliko verjetnostjo na\u0161i bodo\u010di kupci. 300 kontaktov nam hitro lahko priskrbi nagradna igra, kjer ponudimo novi iPhone 6s. \u010ce ste \u017ee preizkusili kaj podobnega, veste, kako \u2018uporabni\u2019 so bili pridobljeni kontakti.<\/p>\r\n<p><strong>Za dobre leade moramo na\u0161e potencialne kupce poznati.<\/strong>\u00a0Zlesti moramo v njihove \u010devlje in razumeti, kako se obna\u0161ajo na spletu. Stukturiran pristop k spoznavanju kupca je\u00a0<a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\" target=\"_blank\" rel=\"noreferrer noopener\">priprava person<\/a>, v grobem pa pokrije naslednja vpra\u0161anja:<\/p>\r\n<ul>\r\n<li>katero te\u017eavo mu (ali ji) na\u0161 produkt re\u0161uje?<\/li>\r\n<li>kako poteka njegova nakupna pot?<\/li>\r\n<li>Katere informacije potrebuje na svoji poti?<\/li>\r\n<\/ul>\r\n<p>Bolj, ko se potrudimo pri razumevanju kupca, bolj\u0161e leade bomo dobili in bolj\u0161e rezultate bo imela na\u0161a kampanja.<\/p>\r\n<h2>3. PRAVO SPORO\u010cILO PRITEGNE LEADE<\/h2>\r\n<p>Ko poznamo na\u0161ega kupca, ga lahko nagovorimo. Z dobrim sporo\u010dilom ga bomo zadeli \u2018v srce\u2019 in mu ponudili odgovor na izziv, s katerim se soo\u010da. Ni naklju\u010dje, da prav mi re\u0161ujemo njegovo te\u017eavo. Digitalni marketing ne priznava naklju\u010dij.<\/p>\r\n<p><strong>Lead generation kampanja torej potrebuje eno jasno sporo\u010dilo.<\/strong>\u00a0Z njim si zaslu\u017eimo kup\u010devo pozornost v ogromni koli\u010dini bolj ali manj zanimiv informacij internetov. Z njim kupca prepri\u010damo, da se nam spla\u010da pustiti kontakt, ker imamo ravno tisto, kar potrebuje. In dana\u0161nji kupec ne odda svojih podatkov kar tako.<\/p>\r\n<p>Pa \u0161e ena pomembna zadeva.\u00a0<strong>Obljubo je dobro tudi dr\u017eati.<\/strong>\u00a0Veliko je primerov kri\u010de\u010dih kampanj, ki bodo re\u0161ile svet, zaprle ozonsko luknjo in odpravile globalno segrevanje \u2013 vse za na\u0161 kontakt. In potem nam ponudijo novo lopato za samo 19,99\u20ac. Ko je digitalni kupec razo\u010daran, si to precej dobro zapomni \u2026 in podeli tudi z drugimi. Ne naredite si medvedje usluge in dostavite obljubljeno. Tudi pozitivne izku\u0161nje potujejo naprej.<\/p>\r\n<h2>4. NA PRAVEM KRAJU OB PRAVEM TRENUTKU<\/h2>\r\n<p>Splet je okolje, kjer so kupci nadvse doma\u010di, podjetja pa se v\u010dasih \u0161e malo zvedavo ozirajo naokrog in i\u0161\u010dejo znane obraze. Da bo spoznavni proces \u0161e bolj kompleksen, so tu Facebook, Google, LinkedIn, Instagram, Pinterest,\u00a0 \u2026 do njih pa lahko dostopamo tako na ra\u010dunalniku kot tablici in mobilnem telefonu. Pa \u0161e kak\u0161na ura se najde. Komunikacijskih kanalov, kjer se kupci spro\u0161\u010deno gibajo (tudi po ve\u010dih naenkrat) je cela vrsta.<\/p>\r\n<p>Na sre\u010do smo opravili doma\u010do nalogo in spoznali na\u0161ega kupca (to\u010dka 2). <strong>Ker razumemo njegov nakupni proces, poznamo njegove navade in vemo, kje se giblje. S temi informacijami lahko izberemo pravo lokacijo za iskanje pravih leadov.<\/strong><\/p>\r\n<p>Tu si bomo morali odgovoriti na vpra\u0161anje: \u201cKoliko je nov lead vreden za nas?\u201d, saj je sistemati\u010dno generiranje novih kontaktov neposredno povezano z ogla\u0161evanjem. Ne pozabimo pa na na\u0161e obstoje\u010de spletne premise. Digitalni kupec pri\u010dakuje konsistentno sporo\u010dilo kampanje tudi na na\u0161i spletni, Facebook in LinkedIn strani. Presezimo njegova pri\u010dakovanja.<\/p>\r\n<h2>5. VAREN PRISTANEK<\/h2>\r\n<p>Z jasnim sporo\u010dilom in dobro plasiranimi oglasi smo na\u0161li na\u0161ega potencialnega kupca in ga pripeljali k nam. Kam? Na pristajalno stran.<\/p>\r\n<p>Pristajalna stran (<em>landing page<\/em>) je klju\u010den element lead generation kampanje.\u00a0<strong>Njen cilj je pridobitev kontakta obiskovalca.<\/strong>\u00a0Ni\u010d ve\u010d in ni\u010d manj. Za doseganje cilja mu mora hitro in enostavno razlo\u017eiti, zakaj se mu spla\u010da pustiti e-mail. O strukturi\u00a0<a href=\"https:\/\/madwise.si\/7-idej-za-boljso-konverzijo-vase-pristajalne-strani\/\" target=\"_blank\" rel=\"noreferrer noopener\">u\u010dinkovite pristajalne strani<\/a>\u00a0smo \u017ee pisali, izgleda pa takole:<\/p>\r\n<ul>\r\n<li>Naslov \u2013 potrditev, da je na pravem mestu<\/li>\r\n<li>Tekst \u2013 kaj dobi z oddajo kontakta<\/li>\r\n<li>Potrditev \u2013 dokaz, da so z odlo\u010ditvijo zadovoljni \u017ee mnogi<\/li>\r\n<li>Obrazec \u2013 manj je ve\u010d<\/li>\r\n<li>Gumb za prenos \u2013 viden in delujo\u010d<\/li>\r\n<\/ul>\r\n<p>Obiskovalec za svoje podatke \u017eeli nekaj dobiti. Pri lead generation kampanjah tako ponavadi razmi\u0161ljamo o vodi\u010dih, belih knjigah, \u010dlankih in drugih oblikah vsebine, ki kontaktom obljubijo uporabne informacije. In uporabnost tudi zagotovimo.<\/p>\r\n<h2>6. BOLJ\u0160E, VI\u0160JE, HITREJE!<\/h2>\r\n<p><a href=\"https:\/\/madwise.si\/spravite-se-v-digitalno-formo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digitalni marketing<\/a>\u00a0omogo\u010da spremljanje rezultatov v realnem \u010dasu. To pomeni, da\u00a0<strong>lahko kampanjo tudi izbolj\u0161ujemo med njenim trajanjem<\/strong>.<\/p>\r\n<p>Lahko, da se \u017ee po enem tednu izka\u017ee, da nam Google ogla\u0161evanje daje bistveno bolj\u0161e rezultate od tistega na Facebooku. Za preostanek kampanje bomo budgete najbr\u017e prerazporedili.<\/p>\r\n<p>Optimiziramo lahko sredstva, oglase, kreativo, sporo\u010dila in pristajalne strani. Analiti\u010dnih orodij je za vse dovolj. Z njimi si zagotovimo, da za svoj denar dobimo najve\u010d.<\/p>\r\n<h2>7. REZULTATI IN U\u010cENJE ZA NAPREJ<\/h2>\r\n<p>Vsaka kampanja zahteva evalvacijo. Generiranje leadov ni nobena izjema in\u00a0<strong>pravo veselje je, ko imamo vse podatke in \u0161tevilke na enem zaslonu<\/strong>. Najprej bomo seveda potrdili doseganje zadanega cilja, ocenimo pa tudi vsako posamezno aktivnost.<\/p>\r\n<p>Kak\u0161en je bil uspeh posameznih kanalov? Smo uporabili razli\u010dne kreative \u2013 katere so bile najbolj uspe\u0161ne pri na\u0161ih potencialnih kupcih? Je po dolo\u010denem \u010dasu \u0161tevilo leadov za\u010delo upadati? Naslednji\u010d bomo prej zamenjali oglase.<\/p>\r\n<p>Lead generation kampanja naslovi dana\u0161njega digitalnega kupca tam, kjer ta opravi ve\u010dino svoje nakupne poti \u2013 na spletu. S premi\u0161ljenim in strukturiranim pristopom se loti pridobivanja novih kontaktov. \u017de v za\u010detku z dobro pripravo zagotovi njihovo kakovost, s pomo\u010djo natan\u010dnih podatkov pa posamezne elemente \u0161e izbolj\u0161uje. Na ta na\u010din lahko<strong>\u00a0za vlo\u017eeni denar zagotovi optimalne rezultate<\/strong>.<\/p>\r\n<p>Ja, na digitalu se pa\u010d to da.<\/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\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>V \u010dlanku smo zbrali najpomembnej\u0161e elemente, ki jih va\u0161a lead generation kampanja potrebuje za kakovostne nove leade. V kratkem vodi\u010du vas popeljemo od prvega koraka, definicije ciljev kampanje, do spremljanja rezultatov in spoznanj, ki vam bodo pomagala pri vseh naslednjih kampanjah.<\/p>\n","protected":false},"author":14,"featured_media":1331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1031","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>Lo\u010dite zrno od plevela z u\u010dinkovito Lead Generation kampanjo<\/title>\n<meta name=\"description\" content=\"Bolj kot se potrudite pri razumevanju kupca, bolj\u0161e leade boste dobili in va\u0161a lead generation kampanja bo prodaji pomagala do bolj\u0161ih 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