{"id":26218,"date":"2019-10-16T00:00:00","date_gmt":"2019-10-15T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=26218"},"modified":"2023-04-28T09:07:46","modified_gmt":"2023-04-28T07:07:46","slug":"5-napak-ki-ubijajo-vaso-konverzijo-v-marketinski-avtomatizaciji","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/5-napak-ki-ubijajo-vaso-konverzijo-v-marketinski-avtomatizaciji\/","title":{"rendered":"5 napak, ki ubijajo va\u0161o konverzijo v marketin\u0161ki avtomatizaciji"},"content":{"rendered":"\r\n<p>Marketin\u0161ka avtomatizacija se je v zadnjih nekaj letih uvrstila med<a href=\"http:\/\/nuife.org\/index.php\/pnap\/article\/view\/338\"> TOP 3 naju\u010dinkovitej\u0161e marketin\u0161ke tehnike<\/a>. Zato je privla\u010dna re\u0161itev za mnoga podjetja, potrebno se je le izogniti najpogostej\u0161im pastem. Oglejmo si <strong>5 napak pri izvedbi marketin\u0161ke avtomatizacije<\/strong>.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Napaka 1: prehitevanje nakupnega procesa<\/h2>\r\n\r\n\r\n\r\n<p>Med negovanjem leadov (lead nurturing) \u017eelite vzpostaviti odnos in vzajemno interakcijo z va\u0161imi kontakti. Gre za dolgotrajen proces, v katerem \u017eelimo pridobiti zaupanje potencialne stranke &#8211; vendar ne s prodajnim prepri\u010devanjem, temve\u010d s pristnim navdu\u0161evanjem in izobra\u017eevanjem. <strong>Svojim leadom \u017eelimo pomagati pri izzivih, s katerimi se soo\u010dajo tekom nakupnega procesa<\/strong> (izbira med razli\u010dnimi ponudniki, izbira pravega izdelka, tehtanje prednosti in slabosti \u2026). \u0160ele v zadnjih korakih pred nakupom, ko lead dose\u017ee dolo\u010deno \u0161tevilo to\u010dk in postane vro\u010d lead, dodajamo bolj prodajne pozive v na\u0161e emaile.<\/p>\r\n\r\n\r\n\r\n<p>\u010ce marketin\u0161ko avtomatizacijo uporabljate samo za po\u0161iljanje enkratnih autoresponder emailov in agresivnih prodajnih sporo\u010dil, premislite, ali jo sploh potrebujete. Za prodajne kampanje brez negovanja leadov bi povsem zadostoval \u017ee Mailchimp.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Napaka 2: ne vklju\u010dujete prodajnega oddelka<\/h2>\r\n\r\n\r\n\r\n<p>Zelo je pomembno, da <strong>marketin\u0161ki oddelek vzpostavi vzajemno in redno komunikacijo s prodajnim oddelkom<\/strong>. Ta lahko marketingu podaja povratne informacije o kakovosti leadov, pogostih vpra\u0161anjih potencialnih strank, njihovih pomislekih \u2026 Vse to vam lahko pomaga pri optimizaciji sporo\u010dil, pripravljanju vsebin in postavljanju nurturing kampanj.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>S prilagoditvijo \u0161tevila to\u010dk, ki jih mora lead dose\u010di, da postane kvalificiran za prodajo (Sales Qualified Lead), pa prodajnemu oddelku predamo ustrezno ogrete leade. Tako vzpostavimo uigran sistem marketin\u0161ke avtomatizacije, ki pomaga obema oddelkoma dosegati zastavljene cilje.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Napaka 3: ne segmentirate baze<\/h2>\r\n\r\n\r\n\r\n<p>Z marketin\u0161ko avtomatizacijo \u017eelite po\u0161iljati prava sporo\u010dila pravim ljudem ob pravem \u010dasu. To vam lahko uspe samo s premi\u0161ljeno strategijo segmentacije leadov. Kampanje oziroma sporo\u010dila<strong> po\u0161iljate samo tistim leadom, za katere predvidevate, da jih bo va\u0161e sporo\u010dilo zanimalo ali odgovorilo na njihov specifi\u010den izziv v trenutni fazi nakupne poti<\/strong>. Na primer spletna drogerija bo kupon za anti-aging izdelke poslala samo strankam nad 35 let, ki so si na strani ogledale kategorijo izdelkov za glajenje gub, B2B stranki pa bomo poslali dodatne nurturing emaile glede na tip bro\u0161ure, ki si jo je prenesla.<\/p>\r\n\r\n\r\n\r\n<p>Kako vemo, kam sodi dolo\u010den lead? Temu so namenjene oznake (tags), ki jih sistem na podlagi pravil ali mi sami dodelimo posameznemu leadu. Pri tem je klju\u010dno, da se ozna\u010devanja lotimo sistemati\u010dno in vsi v podjetju uporabljamo standardiziran sistem oznak. S tem se izognemo zmedi z nerazumljivimi ali pre\u0161tevil\u010dnimi oznakami.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Napaka 4: ne testirate in ne optimizirate<\/h2>\r\n\r\n\r\n\r\n<p>Kljub imenu, marketin\u0161ka <em>avtomatizacija<\/em> zahteva nenehne prilagoditve. Za vi\u0161jo konverzijo je potrebno<strong> redno spremljati rezultate in optimizirati kampanje<\/strong>.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Kot pri ostalih email orodjih redno izvajamo A\/B teste za naslove emailov, njihovo vsebino, gumbe s pozivi k dejanjem, nazive po\u0161iljatelja \u2026 Teste izvajamo in spremljamo na manj\u0161em segmentu uporabnikov in najbolj u\u010dinkovite po\u0161ljemo na celotno email bazo. Seveda pa je obseg testiranj in optimizacije v marketin\u0161ki avtomatizaciji mnogo \u0161ir\u0161i.<\/p>\r\n\r\n\r\n\r\n<p>Spremljati moramo posamezne nurturing sekvence in ugotoviti, ali na kateri to\u010dki izgubljamo uporabnike. Optimiziramo lahko vsebino in naslove emailov, kjer je upad interakcije najve\u010dji, ali pa prilagajamo frekvenco po\u0161iljanja, ki jo prilagodimo dol\u017eini nakupnega procesa. Upo\u0161tevamo tudi \u010das po\u0161iljanja, saj moramo najti optimalen \u010das, ko leadi odpirajo in berejo va\u0161e emaile. Ali se bolje odzivajo, \u010de nurturing email po\u0161ljemo 5 ur po oddanem obrazcu ali ob to\u010dno dolo\u010deni uri naslednji dan? Preverite! \u010ce ne testirate, lahko samo predvidevate, kaj najbolje deluje.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Napaka 5: spremljate napa\u010dne metrike<\/h2>\r\n\r\n\r\n\r\n<p>Kot pri vseh marketin\u0161kih aktivnostih je tudi pri avtomatizaciji pomembno spremljati relevantne metrike. Spremljanje praznih, t.i. \u201cvanity\u201d metrik, ki niso pomembne in ne sporo\u010dajo uporabnih informacij, nam lahko da la\u017een ob\u010dutek u\u010dinkovitosti. Visoka stopnja odprtih emailov (open rate) je lahko odli\u010den dose\u017eek, a \u010de ji ne sledijo kliki v emailih, nismo uspeli dovolj navdu\u0161iti z vsebino. Razen \u010de je bil cilj leade zgolj spomniti nase.<\/p>\r\n\r\n\r\n\r\n<p>V marketing automationu je zato pomembno<strong> spremljati \u0161tevilo marketin\u0161ko kvalificiranih leadov (MQL), stopnjo konverzije v prodajno kvalificirane leade (SQL) in tudi stopnjo konverzije v prodajo.<\/strong> Tako lahko preverimo, kako kakovostni so leadi in ali jih v pravem trenutku predajamo prodaji. S tem poskrbimo, da ne spregledamo zrelih leadov, in hkrati se izognemo temu, da jih prodaja prezgodaj kontaktira.<\/p>\r\n\r\n\r\n\r\n<p>Klju\u010dne so torej metrike, ki se nana\u0161ajo na prodajo in ROI na\u0161ih aktivnosti. To so najpomembnej\u0161e informacije, ko tehtate stro\u0161ke marketin\u0161kih sistemov in njihovo u\u010dinkovitost.<\/p>\r\n\r\n\r\n\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Marketin\u0161ka avtomatizacija je lahko zelo u\u010dinkovito marketin\u0161ko-prodajno orodje, \u010de ustrezno izkori\u0161\u010date vse njene potenciale. V \u010dlanku spoznajte pet najpogostej\u0161ih napak, ki se pojavijo pri izvedbi marketin\u0161ke avtomatizacije. Pri vsaki boste na\u0161li tudi prakti\u010dne re\u0161itve.<\/p>\n","protected":false},"author":4,"featured_media":28016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[28],"class_list":["post-26218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","tag-featured","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 napak, ki ubijajo va\u0161o konverzijo v marketin\u0161ki avtomatizaciji<\/title>\n<meta name=\"description\" content=\"Marketin\u0161ka avtomatizacija se redno uvr\u0161\u010da med top 3 marketin\u0161ke tehnike na spletu. 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