{"id":639,"date":"2015-04-17T00:00:00","date_gmt":"2015-04-17T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/04\/17\/zakaj-se-se-nismo-naucili-generiranja-leadov-na-spletu\/"},"modified":"2023-04-28T09:08:00","modified_gmt":"2023-04-28T07:08:00","slug":"zakaj-se-se-nismo-naucili-generiranja-leadov-na-spletu","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/zakaj-se-se-nismo-naucili-generiranja-leadov-na-spletu\/","title":{"rendered":"Zakaj se \u0161e nismo nau\u010dili generiranja leadov na spletu?"},"content":{"rendered":"

Lead generation<\/em>\u00a0je aktivnost spodbujanja in bele\u017eenja interesa za na\u0161 produkt ali storitev. Osnovni namen je polnjenje prodajnega lijaka.
\nPojem ni nov, podjetja ustvarjajo prilo\u017enosti, odkar obstajajo. Spremenil (pa tudi ne ravno v\u010deraj) se je nakupni proces. Dana\u0161nji kupec ne \u010daka, da informacije najdejo pot do njega, temve\u010d re\u0161itve na svoje izzive aktivno re\u0161uje sam. Na spletu i\u0161\u010de odgovore, mnenja, izku\u0161nje in znanje \u2013 in to veliko preden se odlo\u010di govoriti z nami osebno. Spodbujanje interesa za na\u0161 produkt se torej seli na splet.<\/p>\n

Vemo, da se kupci nahajajo online.<\/h2>\n

Zanimivo je, da ta selitev tako dolgo traja. Kupci smo na spletu \u017ee leta in ga pridno uporabljamo za doseganje ciljev \u2013 pa naj bo to branje novic, spremljanje rezultatov NBA kon\u010dnice, kupovanje avtomobilov ali inspiracija za vi\u0161jo produktivnost. Do njega dostopamo dnevno preko cele vrste bolj ali manj pametnih naprav.<\/p>\n

\"Lead<\/a><\/p>\n

Zakaj torej podjetja (\u0161e) ne uporabljajo spleta za doseganje svojih ciljev in lead generation?<\/h2>\n

Vpra\u0161anje je do neke mere retori\u010dno, ker nanj nimam enozna\u010dnega odgovora, podprtega z ustrezno raziskavo. A \u010de ga postavljam, bi bilo konstruktivno nanj vsaj poskusiti odgovoriti.<\/p>\n

Menim, da se razlog skriva v nepoznavanju mo\u017enosti in prilo\u017enosti generiranja leadov, ki jih splet ponuja. Morda pa celo vedo, da prilo\u017enosti so, a ne vedo \u010disto to\u010dno, kako se jih lotiti.<\/strong><\/p><\/blockquote>\n

A neznanje v preteklosti ni predstavljalo ovire. Smo se pa\u010d nau\u010dili. Recimo, da se pi\u0161e leto 1995 in prodajamo tiskalnike. Izvemo, da bo v septembru vseslovenski dogodek tiskanja, kjer se bo zbralo 70 potencialnih kupcev, mi pa \u0161e nikoli nismo predstavljali podjetja na konferenci. Izpustiti tovrstno prilo\u017enost preprosto ni opcija in zakopljemo se v sponzorske pakete, na\u010drtovanje stojnice in pripravo bro\u0161ur. \u0160tiriindvajsetega septembra kraljujemo na zakupljenih 20 kvadratih in izkoristimo vse predstavitvene ve\u0161\u010dine, ki smo jih v zadnjih mesecih usvojili. Celo dr\u017eimo se na\u010dela, da se na stojnici ne je, saj to na\u0161im potencialnim strankam ni v\u0161e\u010d.<\/p>\n

Morda je torej odgovor v\u00a0oprijemljivosti cilja<\/strong>\u00a0\u2013 vse vlo\u017eeno izobra\u017eevanje in delo ima smisel in poslovno vrednost, ker si znamo predstavljati zainteresirano gru\u010do ljudi, ki se sprehajajo med stojnicami in kar vidimo obraze tistih 70 z debelimi denarnicami. Dodatno olaj\u0161anje predstavlja \u0161e\u00a0jasna \u010dasovna omejitev<\/strong>; 25. bo vsega konec, pospravili bomo preostale bro\u0161ure in se zadovoljno s \u0161opim vizitk odpravili domov. Leadi so zgenerirani, kampanja je bila uspe\u0161na.<\/p>\n

Splet je malo ve\u010dje sejmi\u0161\u010de<\/h2>\n

Nove nakupne procese online kupca se velikokrat orisuje kot znanstveno fantastiko, kot nekaj tako futuristi\u010dnega, da se niti ne spla\u010da vlagati dragocenega \u010dasa v njihovo razumevanje. Sestavljal naj bi jih cel kup zapletenih formul, kompliciranih materialov in postopkov, kratic, certifikatov in drugih u\u010denih zadev. Veliko preprosteje je nekomu pa\u010d pla\u010dati za vesoljsko ladjo, pa \u0161e kapitana, posadko in psa dobite v paketu. \u0160e preprosteje je sprejeti odlo\u010ditev, da vesoljske ladje v tem trenutku \u0161e ne potrebujemo.<\/p>\n

A splet je le malo bolj obse\u017een razstavni prostor. Va\u0161i kupci so se iz dvorane A na GZS preselili v premise Messe Frankfurt, ki svojih vrat ne zapre ob 20:30. Ali ni najbolj smiselna poteza, da se tja premaknete tudi vi z va\u0161o ponudbo? Pa za to sploh ne potrebujete vesoljskega plovila, le varen avto.<\/p>\n

V Nem\u010diji smo, kaj pa zdaj?<\/h2>\n

Pravila igre so se malce spremenila. Igralcev je ve\u010d, postali so zahtevnej\u0161i in svoj \u010das na\u010drtno vlagajo v iskanje najbolj\u0161e ponudbe. Po 20 letih je \u010das, da se ponovno lotimo u\u010denja.<\/p>\n

Spletna stran in SEO<\/h3>\n

Za za\u010detek velja ugotoviti, kako je Messe strukturiran in kam je najbolj smotrno postaviti stojnico, da vas bodo zainteresirani obiskovalci na\u0161li. \u010ce \u0161e vedno prodajate tiskalnike, bo verjetno bolj smiselno, da se pozicionirate med strojno opremo za pisarne, kot med vrtno pohi\u0161tvo. Velja razmisliti tudi o sami stojnici \u2013 kaj \u017eelite predstavljati obiskovalcem?<\/p>\n

Spletno ogla\u0161evanje in inbound marketing<\/h3>\n

Tudi razdelek za strojno opremo je ogromen in nau\u010diti se morate, kako privabiti obiskovalce prav k vam. Nekaj jih bo pri\u0161lo samih od sebe, druge pa je treba povabiti. Na\u0161tudirate promocijsko ponudbo, ki jo ponuja organizator sejma in ugotovite, da lahko na relativno enostaven na\u010din dose\u017eete prav obiskovalce, ki so tu to\u010dno zaradi tiskalnikov. Nekaj je treba pla\u010dati, a ljudje se vam vrstijo pri pultu.<\/p>\n

\u0160e ve\u010d vsebine<\/h3>\n

Naslednja specifika na\u0161ega velika sejma je, da nima \u010dasovne omejitve. Ne zgodi se le enkrat na leto in obiskovalci se prav dobro zavedajo, da vas (in druge) lahko obi\u0161\u010dejo ve\u010dkrat, si vzamejo \u010das za primerjavo ponudb, zahtevajo bolj natan\u010dne informacije in si spet vzamejo \u010das, da jih preu\u010dijo. V lu\u010di teh dejstev se nau\u010dite, da je obiskovalce potrebno poznati, vedeti, kak\u0161ne informacije bodo \u017eeleli in jim le-te pripraviti. Nau\u010dite se, da vas obi\u0161\u010dejo ve\u010dkrat, preden vam dajo vizitko in da ta \u0161e ne pomeni, da bodo naslednji\u010d pri\u0161li podpisat pogodbo. Pomeni pa, da vam zaupajo, da jim boste lahko pomagali.<\/p>\n

Obvladovanje dalj\u0161ega prodajnega procesa z lead generation<\/h3>\n

V tem velikem prostoru se nau\u010dite\u00a0vzpostaviti odnos<\/strong>, ki vas razlikuje od preostalih ponudnikov. Na drugih stojnicah bodo ponujali \u0161ampanjec, puhaste medvedke ali celo brezpla\u010dne masa\u017ee, a kupec se bo vrnil k vam, ker znate odgovoriti na njegova vpra\u0161anja in re\u0161ujete njegove izzive. Nau\u010dili ste se pridobiti in obdr\u017eati njegovo pozornost v vsej mno\u017eici ble\u0161\u010de\u010dih sporo\u010dil. Zato naro\u010di va\u0161e tiskalnike in vas priporo\u010da tudi drugim partnerjem.<\/p>\n

Prej, ko se nau\u010dimo, prej bomo zmagovalci nove igre<\/h2>\n

Generiranje novih prilo\u017enosti se je torej preselilo na splet. Novih pravil\u00a0torej spla\u010da nau\u010diti \u010dimprej, ker jo va\u0161i potencialni kupci igrajo (in se stare spomnijo le redko, z malo nostalgije). Da, postala je dalj\u0161a in kompleksnej\u0161a, a omogo\u010da dolgoro\u010dno interakcijo z mnogo ve\u010d kot 70 udele\u017eenci, ki z veseljem dajo svojo vizitko za kakovostne informacije in so pripravljeni pla\u010dati za vrednost, ki jo ustvarjate.<\/p>\n

\"Lead<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Lead generation\u00a0je aktivnost spodbujanja in bele\u017eenja interesa za na\u0161 produkt ali storitev. Osnovni namen je polnjenje prodajnega lijaka. Pojem ni nov, podjetja ustvarjajo prilo\u017enosti, odkar obstajajo. Spremenil (pa tudi ne ravno v\u010deraj) se je nakupni proces. Dana\u0161nji kupec ne \u010daka, da informacije najdejo pot do njega, temve\u010d re\u0161itve na svoje izzive aktivno re\u0161uje sam. Na […]<\/p>\n","protected":false},"author":9,"featured_media":1051,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nZakaj se \u0161e nismo nau\u010dili generiranja leadov na spletu?<\/title>\n<meta name=\"description\" content=\"Lead generation je aktivnost spodbujanja in bele\u017eenja interesa za na\u0161 produkt ali storitev. 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