{"id":716,"date":"2017-10-27T00:00:00","date_gmt":"2017-10-27T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/10\/27\/lead-generation-10-najpogostejsih-napak-pri-generiranju-leadov-na-spletu\/"},"modified":"2023-04-28T09:07:46","modified_gmt":"2023-04-28T07:07:46","slug":"10-najpogostejsih-napak-pri-generiranju-leadov-na-spletu","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/10-najpogostejsih-napak-pri-generiranju-leadov-na-spletu\/","title":{"rendered":"Lead generation: 10 najpogostej\u0161ih napak pri generiranju leadov na spletu"},"content":{"rendered":"

Nove potencialne stranke oziroma leade gremo iskat na splet. Tam opravijo velik del (preko 70%) nakupne poti, zagotovo jih bomo na\u0161li.
\nO\u00a0spremenjenih nakupnih poteh<\/a>\u00a0tvitajo \u017ee vrab\u010dki in na spletu nove leade pridobiva\u00a0vedno ve\u010d podjetij. Kampanje in aktivnosti se nekoliko razlikujejo glede na specifike nakupnih procesov ciljne publike. Za prodajo pralnih strojev bo podjetje uporabilo druga\u010dne nagovore in metrike kot recimo za prodajo programske opreme za prodajo na terenu. V prvem primeru je motiv za kontakt lahko bon s popustom, ki traja le do nedelje, v drugem pa brezpla\u010dna uporaba demo verzije produkta za cel mesec. V obeh primerih je cilj\u00a0zainteresiran (kakovosten) kontakt<\/a>.<\/p>\n

Nekatera podjetja \u017ee dolgo uporabljajo splet za lead generation. Za njihov dana\u0161nji uspeh je zaslu\u017een\u00a0fokus na (digitalnega) kupca<\/strong>\u00a0in\u00a0pogum za preizku\u0161anje ter uvajanje novosti<\/strong>. Uvedba spleta kot prodajnega kanala to nedvomno je. Oziroma pred leti je bila. Na svoji drzni poti so si privo\u0161\u010dila tudi napake in neuspehe, ki so del vsake krivulje u\u010denja. Vseeno pa mislim, da ni treba prav vsega preizku\u0161ati na lastni ko\u017ei. Kuhalna plo\u0161\u010da \u0161tedilnika je vro\u010da in \u010distilo za odtoke ni u\u017eitno.<\/p>\n

Kak\u0161nih modrosti pa se lahko nau\u010dimo od izku\u0161enih prodajnikov na spletu<\/strong>? Spodaj je zbranih 10 najpogostej\u0161ih lead generation napak, ki vam jih res ni treba ponavljati:<\/p>\n

1. Sporo\u010dilo, ki ne nagovarja ciljne publike<\/h2>\n

Pojav ni lasten le spletni komunikaciji. Generi\u010dna sporo\u010dila, usmerjena na produkte in podjetja so povsod okrog nas.<\/p>\n

\u201cNa\u0161 XYZ ima 34 vrhunskih funkcionalnosti, pravkar pa na\u0161a ekipa razvija \u0161e 3 nove.\u201d
\n\u201cV na\u0161em podjetju \u017ee pol\u00a0stoletja ponujamo kakovostne sistemske re\u0161itve za obladovanje proizvodnih procesov.\u201d
\nTretji primer najdite sami. Vsebuje naj \u010dimve\u010d podrobnosti, ki nikakor ne smejo govoriti o prednostih in vrednosti za kupca.<\/p>\n

Dana\u0161nji spletni kupec ima premalo \u010dasa za vsa sporo\u010dila, ki mu \u017eelijo nekaj prodati. Opravite doma\u010do nalogo in ga\u00a0spoznajte<\/a>. Nagovorite ga v njegovem jeziku in si zagotovite, da\u00a0vas bo opazil<\/a>\u00a0v mno\u017eici.<\/p>\n

2. Predpostavljanje, da vas poznajo tako dobro, kot se sami<\/h2>\n

Z va\u0161o dejavnostjo se ukvarjate najmanj 8 ur na dan, realno pa \u0161e kak\u0161no ve\u010d. Poznate lastne procese in veste, koliko truda ste vlo\u017eili v produkt in posamezno zmogljivost. Veste natan\u010dno, kako deluje in povsem logi\u010dno vam je, da vedo tudi drugi. Saj je vendar tako fantasti\u010den, da skoraj ne potrebuje besed.<\/p>\n

V va\u0161o odli\u010dnost ne dvomim, vendar to ni miselni okvir, ki bo prinesel rezultate. Izhajajte iz kupca, ki ima premalo \u010dasa, da bi se podrobno ukvarjal z vami (in dovolj denarja, da bo neko\u010d tudi kupil). Predstavite va\u0161o ponudbo na zanimiv na\u010din, ki ne potrebuje uvodne ure razlage. \u010ce boste opravili svojo nalogo, vam bo kupec dal dovolj mo\u017enosti\u00a0za podrobne informacije. \u0160e prosil vas bo za njih.<\/p>\n

3. Predpostavljanje, da vam \u017eelijo dati kontakt\"assumption-is-the-mother-of-all-screw-ups-110\"<\/a><\/h2>\n

Digitalni kupec vas bo z veseljem nau\u010dil, da na spletu ni prostora za ugibanje in predpostavljanje. Sem spada tudi vse prepogosto prepri\u010danje, da si potencialna stranka na za\u010detku (ali na sredini) svoje nakupne poti \u017eeli pustiti svoj kontakt takoj, ko prileti na va\u0161o pristajano stran.<\/p>\n

Va\u0161e delo ni zaklju\u010deno, \u0161ele na polovici ste. Obiskovalcu oziroma obiskovalki\u00a0pristajalne strani<\/a>\u00a0morate dati dober razlog, zakaj bi vam pustila svoje podatke. Kaj bo dobila v zameno? Se ji bo spla\u010dalo prejemati \u0161e va\u0161e e-novice? Priznajte, v neko bazo jo boste zagotovo dali.<\/p>\n

4. Nejasen Call-To-Action (CTA)<\/h2>\n

Obiskovalcu ste jasno in glasno razlo\u017eili, kaj bo dobil, \u010de klikne \u2026 kaj \u017ee?<\/p>\n

Nikoli ne pozabite, da vam je digitalni kupec pripravljen nameniti le omejeno koli\u010dino \u010dasa. Obseg njegove potrpe\u017eljivosti na spletu naj bi bil celih 7 sekund. Ne sklepajte, da bo \u017eelel ugotavljati, kaj mora narediti. Va\u0161a pristajalna stran naj brez ovinkarjenja pove, kaj mora potencialni kupec narediti.<\/p>\n

5. \u010cisto preve\u010d vpra\u0161anj<\/h2>\n

Zajemanje kontakta je ponavadi v obliki obrazca.
\n\u201cIzpolnite samo teh 34 polj in poslali vam bomo \u0161tiristransko bro\u0161uro na\u0161ega produkta.\u201d<\/em><\/p>\n

Ne bo \u0161lo.<\/p>\n

Z vsakim dodatnim poljem se verjetnost klika na gumb\u00a0Prenesi<\/em>,\u00a0Oddaj<\/em>\u00a0ali\u00a0Pridobite svoj izvod vodi\u010da do prekrasne postave<\/em>zman\u0161uje. Ocenite, katere informacije nujno potrebujete v tej za\u010detni fazi in se omejite le nanje. Za dodatna vpra\u0161anja boste \u0161e imeli prilo\u017enost.<\/p>\n

6. CTA, ki ni skladen z nakupnim procesom<\/h2>\n

\u201cPustite nam va\u0161e kontaktne podatke in takoj vas pokli\u010demo, da skupaj ugotovimo, katero CRM re\u0161itev vam bomo prodali.\u201d<\/em><\/p>\n

Malce karikiram, a ne prav dosti. Na spletu imate mo\u017enost zbrati veliko kakovostnih leadov, a to \u0161e ne pomeni, da so vsi \u017ee pripravljeni na nakup. \u010ce je nakupni proces dolg 6 mesecev in va\u0161a lead generation kampanja zbira kontakte s prenosom vodi\u010da\u00a0\u201c7 razlogov za uvedbo CRM sistema\u201d<\/em>, boste zbrali kontakte, ki \u0161ele razmi\u0161ljajo o CRM re\u0161itvi. O njej \u0161e ne vedo dosti in \u010de jih jutri pokli\u010dete, boste nezadovoljni tako vi kot oni. Potrebno bo \u0161e nekaj izobra\u017eevalnih vsebin, preden bodo va\u0161ega klica veseli.<\/p>\n

7. Preve\u010d CTA-jev<\/h2>\n

\u201cKliknite tale rde\u010d gumb \u2026 ali pa tega modrega. Pa mogo\u010de vas zanima kaj o na\u0161em podjetju. Aja, gotovo tudi ve\u010d o produktu. Smo se pa ravno prej\u0161nji mesec predstavljali na sejmu v Dubaju, na\u0161ega sporo\u010dila za javnost nikakor ne boste \u017eeleli izpustiti \u2026\u201d<\/em><\/p>\n

Pristajalne strani kampanj za generiranje novih leadov imajo natanko en cilj.<\/strong>\u00a0Zgolj enega.\u00a0To je pridobitev novega kontakta.<\/strong>\u00a0Na njih ni prostora za informacije, ki lahko obiskovalca preusmerijo stran od tega cilja. Vse ostalo boste povedali kasneje. Pod pogojem, da ima za potencialnega kupca vrednost.<\/p>\n

8. Ignoriranje analitike in optimizacije<\/h2>\n

Aktivnosti za generiranje leadov na spletu lahko izmerimo. Sledimo lahko vsakemu kliku in vemo, kateri oglasi so delovali bolje. Potencialni kupci nam sami poka\u017eejo ali so jim bolj v\u0161e\u010d kakovostne fotografije ali \u0161aljive ilustracije. Hitro nam povedo, \u010de imajo raje infografike kot obse\u017ene e-vodi\u010de in kak\u0161en nagovor jim ustreza.<\/p>\n

V svetu digitalnega marketinga ni\u010d ni kon\u010dno. To je v\u010dasih malce stra\u0161ljivo, obenem pa precej navdu\u0161ujo\u010de.\u00a0Vse to\u010dke konktakta s potencialnim kupcem namre\u010d lahko spremenite in izbolj\u0161ate.<\/strong><\/p>\n

9. Neusklajenost z ostalimi aktivnostmi<\/h2>\n

Osrednje sporo\u010dilo va\u0161e kampanje je modularnost CRM sistema, ki ga ponujate, na spletni strani pa obiskovalec o dodatnih modulih ne more najti prav nobene informacije.<\/p>\n

Posebno ponudbo komunicirate le na pristajalni strani, medtem ko na va\u0161em Facebook profilu ni ne duha ne sluha o\u00a0\u201cposebni ugodnosti, ki traja le do konca meseca\u201d<\/em>. V spletni trgovini pa je cena ni\u017eja od tiste\u00a0\u201cv akciji\u201d<\/em>.<\/p>\n

Digitalni kupec nemoteno prehaja z enega komunikacijskega kanala na drugega. Prav ni\u010d ga ne zanima, da je v podjetju morda za lead generation\u00a0odgovorna druga oseba kot za spletno trgovino. Ga pa bodo zmotile nekonsistentne informacije in \u0161koda bi bilo, da vas zaradi tega izlo\u010di iz o\u017ejega izbora ponudnikov.<\/p>\n

10. Brez na\u010drta po lead generation kampanji<\/h2>\n

Tudi poslednja napaka je strate\u0161ke narave. Vse preve\u010dkrat se zgodi, da podjetja investirajo v pridobivanje novih leadov na spletu, ne razmislijo pa,\u00a0kaj bodo z novimi kontakti po\u010dela<\/a>. Ve\u010dina, ki \u0161e ni \u010disto pripravljena na nakup, bo potrebovala dodatne informacije in odgovore, preden se odlo\u010di.\u00a0Ne zavrzite dragocene baze potencialnih strank<\/strong>.<\/p>\n

Lead generationa ni treba izumljati na novo<\/h3>\n

Kupec je na spletu. Odkrivanje novih prilo\u017enosti za komunikacijo z njim je nadvse zanimiva in zabavna naloga. Do cilja pa vam ni treba iti vedno po najdalj\u0161i poti. Spla\u010da se pogledati, kaj so drugi \u017ee naredili in lead generation graditi od tam naprej.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tukaj je 10 najpogostej\u0161ih napak, ki lahko ogrozijo uspeh va\u0161e lead generation kampanje. Pri vsaki napaki boste na\u0161li tudi re\u0161itve, kako se ji lahko v celoti izognete. Tako se lahko u\u010dite iz napak drugih in gradite lead generation na spoznanjih najbolj izku\u0161enih tr\u017enikov in prodajnikov na spletu.<\/p>\n","protected":false},"author":14,"featured_media":1092,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"\nLead generation: 10 najpogostej\u0161ih napak<\/title>\n<meta name=\"description\" content=\"Dolo\u010dene napake lahko ogrozijo uspeh va\u0161e lead generation kampanje. 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