{"id":643,"date":"2017-11-07T00:00:00","date_gmt":"2017-11-06T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/11\/07\/5-idej-za-dober-tofu-ali-zakaj-se-prodaja-zacne-na-vrhu\/"},"modified":"2023-04-28T09:07:46","modified_gmt":"2023-04-28T07:07:46","slug":"5-idej-za-dober-tofu-ali-zakaj-se-prodaja-zacne-na-vrhu","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/5-idej-za-dober-tofu-ali-zakaj-se-prodaja-zacne-na-vrhu\/","title":{"rendered":"5 idej za dober TOFU (ali zakaj se prodaja za\u010dne na vrhu)"},"content":{"rendered":"<h2>Kam v prodajni lijak spada lead generation?<\/h2>\n<p>Ne, ne govorimo o sojinem pripravku iz zdravega koti\u010dka bolje zalo\u017eenih trgovin. Pogovarjamo se o prodajnem lijaku, ki ga za bolj\u0161e razumevanje prodajnega procesa razdelimo na tri dele:\u00a0<em>top of the funnel \u2013 TOFU<\/em>,\u00a0<em>middle of the funnel \u2013 MOFU<\/em>\u00a0in\u00a0<em>bottom of the funnel \u2013 BOFU<\/em>. Te kratice nam bodo \u0161e prav pri\u0161le.<\/p>\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. Morda je \u010das za povratek k osnovam.<\/p>\n<p>Za vas smo nanizali 5 idej,\u00a0<strong>kako s pomo\u010djo\u00a0digitalnega marketinga\u00a0privabiti nove leade<\/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<strong>\u00a0merjenje njegove uspe\u0161nosti in izbolj\u0161evanje<\/strong>.<\/p>\n<p><a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/lead-generation-vodic\/\"><img decoding=\"async\" class=\"alignnone size-full wp-image-955\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341.jpg\" alt=\"Led generation vodi\u010d banner 2\" width=\"1024\" height=\"341\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341.jpg 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341-300x100.jpg 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341-768x256.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p>Predpostavljamo, da va\u0161a spletna stran odli\u010dno deluje (\u010de ne, bosta zanimiva\u00a0<a title=\"6 znakov, da je \u010das za prenovo spletne strani\" href=\"https:\/\/madwise.si\/6-znakov-da-je-cas-za-prenovo-spletne-strani\/\" target=\"_blank\" rel=\"noopener noreferrer\">tale\u00a0<\/a>in\u00a0<a title=\"5 odgovorov, ki jih potrebuje u\u010dinkovita prenova spletne strani\" href=\"https:\/\/madwise.si\/blog\/5-odgovorov-ki-jih-potrebuje-ucinkovita-prenova-spletne-strani\/\" target=\"_blank\" rel=\"noopener noreferrer\">tale\u00a0<\/a>zapis), vi pa bi radi ve\u010d. Ker veste, da lahko.<\/p>\n<h2>1. Blog<\/h2>\n<p>Blog je odli\u010dna platforma, kjer lahko poka\u017eete svoje znanje in pomagate bralcem re\u0161evati njihove izzive. Razmislite, za koga pi\u0161ete (<a title=\"Persone\" href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\">persone\u00a0<\/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>\n<p><strong>Kakovostni zapisi pomagajo ustvarjati va\u0161o kredibilnost<\/strong>\u00a0in \u010de vam bralec zaupa, je veliko ve\u010dja verjetnost, da se bo\u00a0<strong>na vas obrnil, ko bo kupoval re\u0161itev za svojo te\u017eavo<\/strong>\u00a0\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>\n<h2>2. E-Vodi\u010d<\/h2>\n<p>E-vodi\u010d je zaklju\u010dena vsebina, najpogosteje v .pdf obliki, ki jo obiskovalec prenese z va\u0161e spletne strani.\u00a0<strong>Bralcu zagotovi uporabne informacije in ponavadi tematiko obravnava malce bolj poglobljeno kot zapis na blogu<\/strong>.<\/p>\n<p>\u010ceprav je te\u017eko, v vodi\u010du 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>\n<h2>3. Infografika<\/h2>\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.\u00a0<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>\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>\n<h2>4. Webinar (spletni seminar)<\/h2>\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 restartajte 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.\u00a0<strong>Webinarji namre\u010d omogo\u010dajo neposreno dvostransko komunikacijo \u2013 uporabite jo<\/strong>.<\/p>\n<h2>5.\u00a0E-mail<\/h2>\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.\u00a0<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>\n<p>PS: 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>\n<h2>BONUS: Optimizirane pristajalne strani za lead generation<\/h2>\n<p>Vlo\u017eili ste \u010das in trud ter pripravili najbolj\u0161e vsebine. Te ste u\u010dinkovito distribuirali do ciljne publike in le \u0161e en klik vas lo\u010di do novih leadov. Pomagajte va\u0161im obiskovalcem, da enostavno pridejo do informacij, ki jih \u017eelijo \u2013 vam pa pustijo tako pomemben kontakt.\u00a0<strong>Za zgornje predloge (vsakega posebej) pripravite privla\u010dne\u00a0<a title=\"Pristajalne strani\" 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<\/strong>. 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. 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>\n<p><a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/lead-generation-vodic\/\"><img decoding=\"async\" class=\"alignnone size-full wp-image-955\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341.jpg\" alt=\"Led generation vodi\u010d banner 2\" width=\"1024\" height=\"341\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341.jpg 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341-300x100.jpg 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1-1024x341-768x256.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kam v prodajni lijak spada lead generation? Ne, ne govorimo o sojinem pripravku iz zdravega koti\u010dka bolje zalo\u017eenih trgovin. Pogovarjamo se o prodajnem lijaku, ki ga za bolj\u0161e razumevanje prodajnega procesa razdelimo na tri dele:\u00a0top of the funnel \u2013 TOFU,\u00a0middle of the funnel \u2013 MOFU\u00a0in\u00a0bottom of the funnel \u2013 BOFU. Te kratice nam bodo \u0161e [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":1053,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","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 idej za dober TOFU (ali zakaj se prodaja za\u010dne na vrhu)<\/title>\n<meta name=\"description\" content=\"Kako s pomo\u010djo digitalnega marketinga privabiti nove leade? Za vas smo nanizali 5 idej, ki vam bodo pomagale do ve\u010dje prodaje. 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