{"id":809,"date":"2017-01-17T00:00:00","date_gmt":"2017-01-16T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/01\/17\/digitalni-marketing-je-kot-hisa-brez-dobrega-temelja-se-podre\/"},"modified":"2023-04-28T09:07:48","modified_gmt":"2023-04-28T07:07:48","slug":"digitalni-marketing-je-kot-hisa-brez-dobrega-temelja-se-podre","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/digitalni-marketing-je-kot-hisa-brez-dobrega-temelja-se-podre\/","title":{"rendered":"Digitalni marketing je kot hi\u0161a, brez dobrega temelja se podre"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u017delite ustvarjati dobi\u010dek? <\/span><br \/>\n<span style=\"font-weight: 400;\">Ne poznam podjetnika ali podjetnice, ki bi mi odgovorila\u00a0z \u201cne\u201d. Pravo vpra\u0161anje je torej, kako do tja priti. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">V dana\u0161njem \u010dasu super digitaliziranega kupca je <a href=\"https:\/\/madwise.si\/marketinska-agencija\/\">digitalni marketing<\/a> kar prvi odgovor, ki pade na pamet. A <strong>na\u0161o digitalno zgodbo moramo skupaj sestaviti pametno<\/strong>. Gradnja hi\u0161e je odli\u010dna primerjava, ki jo\u00a0vsi vsaj pribli\u017eno poznamo. Na dnu so temelji, mogo\u010de je nad njimi klet, vmes je nekaj nadstropij in na vrhu je postavljena streha. Odkar ne \u017eivimo ve\u010d v votlinah, so vse hi\u0161e sestavljene enako. Ker s fizikalnimi zakoni ni \u0161ale, je v primeru vsake druga\u010dne kombinacije usoda ta hi\u0161e zelo vpra\u0161ljiva.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/madwise.si\/najuspesnejsa-podjetja-obvladajo-splet\/\">Digitalni marketing<\/a> (ali katera koli dejavnost) deluje po podobnem principu. <strong>Najprej moramo postaviti trdne temelje in na njih graditi navzgor.<\/strong> \u010ce \u017eelimo funkcionalen bivalni objekt, ne bomo izpu\u0161\u010dali nadstropij. Hi\u0161a brez spalnic bi bila recimo lahko nadvse \u010dedna, najkasneje zve\u010der pa precej\u0161nje razo\u010daranje. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ne glede na fizikalne in poslovne zakonitosti pa pribli\u017eno enkrat na teden dobimo povpra\u0161evanje za drugo nadstropje. Znamo delati druga nadstropja, pa tudi tretja in \u010detrta \u2026 \u010de gradimo na prvem, ki stoji na dobri osnovi. \u0160e tako vrhunsko drugo nadstropje bi brez podlage hitro tre\u0161\u010dilo na tla.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kako torej izgleda <a href=\"https:\/\/madwise.si\/kako-razloziti-direktorju-da-je-kupec-na-spletu\/\">gradnja hi\u0161e digitalnega marketinga<\/a>?<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1269 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-17-at-01.42.47.png\" alt=\"Piramida digitalnega marketinga\" width=\"756\" height=\"571\" \/><\/p>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/madwise.si\/marketinske-storitve\/analiza-spletnih-strani\/\">Vas zanima, kako trdna je va\u0161a digitalna hi\u0161a? Preverite z analizo spletnega nastopa &gt;&gt;\u00a0<\/a><\/strong><\/p>\n<h2 style=\"text-align: left;\">1. Vse temelji na strategiji spletnega nastopa<\/h2>\n<p><strong>Hi\u0161a brez temeljev se bo v najbolj\u0161em primeru pogreznila v blato.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Hodite na po\u010ditnice brez rezervacij in na zmenke brez pri\u010dakovanj? Hura za spontanost. <strong>A preden se v poslu \u010desarkoli lotimo, <a href=\"https:\/\/madwise.si\/marketinska-agencija\/digitalna-transformacija\/\">potrebujemo na\u010drt<\/a>.<\/strong> <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Kaj \u017eelimo dose\u010di? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Kak\u0161na orodja potrebujemo? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Katere materiale bomo uporabili? <\/span><\/li>\n<\/ul>\n<h3><strong>Temelj na\u0161e hi\u0161e je <a href=\"https:\/\/madwise.si\/marketinska-agencija\/digitalna-transformacija\/\">digitalna strategija<\/a>. <\/strong><\/h3>\n<p>Brez strategije boste pri spletnem nastopu tavali v temi oziroma v najbolj\u0161em primeru na slepo ugibali. Kako z neznanimi sredstvi dose\u010di neznane stranke? Kako z njimi zaklju\u010diti neznano koli\u010dino posla?<\/p>\n<p>S toliko neznankami se lahko lotite gradnje tistega nesre\u010dnega, na propad obsojenega drugega nadstropja. Lahko pa (ta pristop priporo\u010damo) <strong>se odlo\u010dite odpraviti tan\u010dico neznanega in poskrbite za projektiranje brez lukenj in vpra\u0161ajev<\/strong>.<\/p>\n<h3><span style=\"font-weight: 400;\">Kaj je cilj na\u0161ega digitalnega marketinga? <\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Dolo\u010danje pametnih ciljev je bistvo vsake strategije<\/strong>. Ne zato, ker je to zapisal nek veleum v nekem blog zapisu, ampak ker je resni\u010dno pomembno in dolo\u010da vse naslednje aktivnosti. Recimo, <strong>\u010de je na\u0161 cilj pove\u010danje prepoznavnosti, se bomo digitalne zgodbe lotili bistveno druga\u010de, kot \u010de je na\u0161 cilj pove\u010danje prodaje za 130% v nekaj mesecih. <\/strong><\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Komu prodajamo?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gradite za mlado dru\u017eino?<br \/>\n<\/span><span style=\"font-weight: 400;\">Bo va\u0161a hi\u0161a slu\u017eila kot zbirali\u0161\u010de \u0161portnih navdu\u0161encev?<br \/>\n<\/span><span style=\"font-weight: 400;\">Bo pod svojo streho gostila \u0161tevilne trgovinice z luksuznim nakitom?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vsak pameten arhitekt \u017eeli vedeti, komu bo njegova stvaritev namenjena. <strong>Vsak pameten marketingar spozna svojega kupca, preden se odlo\u010di, v katere aktivnosti je najbolj investirati \u010das in denar. <\/strong><\/span><\/p>\n<p>Tako je <a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\">razvoj person<\/a> izjemno pomemben del strategije spletnega nastopa. <strong><a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/predloga-za-persone\/\">Modeli klju\u010dnih odlo\u010devalcev<\/a> v na\u0161em prodajnem lijaku nam pomagajo razumeti, kako, kdaj in kje komunicirati z njimi.<\/strong> Prodajalec Marko bere (samo kratke) maile ob 10h zve\u010der, ko spravi otroke spat. Kadrovska direktorica Tina aktivno spremlja 6 LinkedIn skupin in \u017eeli izbolj\u0161ati u\u010dinkovitost svojih sodelavcev. Generi\u010dni obiskovalec na spletni strani pre\u017eivi 20 sekund. Koga boste la\u017eje peljali do zaklju\u010denega posla?<\/p>\n<h3><span style=\"font-weight: 400;\">Kako jim bomo prodali oziroma kak\u0161en je customer journey?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u017de pri prej\u0161njem vpra\u0161anju smo pri\u010deli z gradnjo tega del\u010dka strategije. Z opredelitvijo <a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\">relevantnih nakupnih person<\/a>, njihovih navad, \u017eelja, potreb in konzumacije informacij lahko zari\u0161emo tudi na\u010drt, <strong>kateri kanali so tisti pravi.<\/strong> Odgovori nam tudi na vpra\u0161anje, <strong>kak\u0161ne vrste informacij potrebujejo na\u0161e persone<\/strong> in <strong>kdaj jim bodo najbolj pri\u0161le prav. <\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Osnovnim gravitacijskim zahtevam smo zadostili. Sedaj je \u010das za nadstropja.<\/span><\/p>\n<h2><a href=\"https:\/\/madwise.si\/marketinske-storitve\/izdelava-spletnih-strani\/\"><span style=\"font-weight: 400;\">2. Spletno mesto<\/span><\/a><\/h2>\n<p><strong>Zgradili smo vrata, da ljudem ni treba plezati skozi okno.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-1271 alignright\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/01\/bigstock-157786286-300x199.jpg\" alt=\"U\u010dinkovita spletna stran\" width=\"300\" height=\"199\" \/>Vabite svoje prijatelje v umazano, razmetano in smrdljivo stanovanje? Resno? Pa bi jih tudi, \u010de bi se vas zaradi tega za\u010deli izogibati? Ker mo\u017enosti za obiske\u00a0jim ravno ne manjka. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u010ce se vrnemo nazaj k digitalnemu &#8211; vseeno je, koliko ljudi privabite na stran (pa to ponavadi ni zastonj), \u010de jo bodo zapustili po nekaj sekundah. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/madwise.si\/nimate-briefa-denar-za-prenovo-spletne-strani-mecete-stran\/\"><strong>Nikoli ne podcenjujmo svojih strank<\/strong><\/a>. Nikoli. Obiskovalcu <a href=\"https:\/\/madwise.si\/vloga-spletne-uporabniske-izkusnje-pri-doseganju-poslovnih-ciljev\/\">prijazno spletno mesto<\/a> je osnova. Poskrbimo za hitrost nalaganja, preprosto navigacijo in privla\u010dno vsebino. Tistim stranem (konverzijskim), ki so pomembne za na\u0161e cilje, se \u0161e posebej posvetimo. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. Optimizacija za iskalnike (SEO) <\/span><\/h2>\n<p><strong>Kako nas bo kdorkoli sploh na\u0161el?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Ko je <a href=\"https:\/\/madwise.si\/zakaj-smo-prenovili-spletno-stran\/\">spletno mesto enkrat postavljeno<\/a>, je \u010das za optimizacijo. <strong>\u010ce vas ni na prvi strani Googla, na spletu prakti\u010dno ne obstajate.<\/strong> Nih\u010de ne bo naklju\u010dno vtipkal va\u0161ega URL-ja.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Najprej se optimizacije lotimo na samem spletnem mestu.<\/strong> Uredimo vse zna\u010dke oziroma \u201c<em>tage<\/em>\u201d in ustvarimo Googlu in ljudem prijazne URL-je. Ne podvajamo vsebin. \u0160e enkrat preverimo smiselnost in enostavnost navigacije.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Potem poskrbimo za kakovostne povezave na na\u0161e spletno mesto<\/strong>. Nekatere bodo s\u010dasoma pri\u0161le popolnoma same (organsko), druge moramo nekoliko spodbuditi. Uporabljamo dru\u017eabna omre\u017eja, kadar je to primerno. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Organski obisk je tisti, ki si ga na tej to\u010dki \u017eelimo. Je dolgoro\u010dno cenej\u0161i. Pripelje stranke, ki se vra\u010dajo. Tudi \u010de je Marko nekje videl na\u0161 oglas, nas bo \u201cpogooglal\u201d in takrat ho\u010demo bi prvi med rezultati. \u0160ele nato pride na vrsto pametno ogla\u0161evanje. <\/span><\/p>\n<h2><a href=\"https:\/\/madwise.si\/google-oglasevanje\/\"><span style=\"font-weight: 400;\">4. Digitalno ogla\u0161evanje (SEM)<\/span><\/a><\/h2>\n<p><strong>Sedaj povabimo ljudi na obisk<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<img decoding=\"async\" class=\"size-medium wp-image-1273 alignright\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/01\/bigstock-a-purebred-bichon-frise-sits-a-25917218-300x202.jpg\" alt=\"Madwise digiitalno ogla\u0161evanje\" width=\"300\" height=\"202\" \/>\u017de pri polaganju temeljev (strategije) smo ugotovili, <a href=\"https:\/\/madwise.si\/kako-z-google-analytics-do-kakovostnih-podatkov-za-poslovne-odlocitve\/\">kaj bo v Google vtipkala na\u0161a potencialna stranka Tina<\/a> in kje se na spletu zadr\u017euje. Postavili smo prepri\u010dljivo in kakovostno spletno mesto, ki jo bo prepri\u010dalo. Ko nas bo iskala, nas bo z lahkoto na\u0161la.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Za prvi Tinin obisk na\u0161e spletne strani pa bo potrebno nekaj vlo\u017eiti. <strong>Tukaj pride na vrsto <a href=\"https:\/\/madwise.si\/spletno-oglasevanje\/\">ogla\u0161evanje<\/a> &#8211; iskalno, prikazno omre\u017eje, Facebook, Instagram, \u2026 saj jo poznamo.<\/strong> Vemo, kam se spla\u010da investirati, da bo videla na\u0161e vabilo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ciljamo na pravo populacijo. Uporabljamo <a href=\"https:\/\/madwise.si\/kljucne-besede-temelj-uspesne-adwords-kampanje\/\">klju\u010dne besede<\/a>, ki se spreminjajo v konverzije. Oblikujemo privla\u010dne oglase. Smernice za vsa ta \u010dudodelstva smo za\u010drtali \u017ee v strategiji, sedaj je \u010das le \u0161e za manj\u0161e popravke.<\/span><\/p>\n<p>Prijatelje smo torej uspe\u0161no povabili na obisk. Tudi sekunde jih ne pustimo \u010dakati na mrazu, takoj ko pozvonijo, jih \u017ee pri\u010dakujemo pri vratih. V predsobi jih na tleh ne pri\u010dakajo zarjaveli \u017eeblji, temve\u010d talno gretje. So namre\u010d izbir\u010dni in hitro se znajo obrniti in oditi drugam. A z na\u0161e <a href=\"https:\/\/madwise.si\/kako-uporabnikovo-pozornost-pretvoriti-v-uspesno-konverzijo\/\">pristajalne strani<\/a> ne bodo od\u0161li.<\/p>\n<p>Pa tudi ko odidejo, ne bodo pozabili na nas. Lahko nas bo spet najti. Mi pa sedaj to\u010dno vemo, <a href=\"https:\/\/madwise.si\/lead-nurturing-spoznavanje-kupca\/\">komu poslati vabilo<\/a>. Skupaj se vzpenjamo po stopnicah navzgor.<\/p>\n<h2><span style=\"font-weight: 400;\">5. Vsebinski marketing<\/span><\/h2>\n<p><strong>Imamo ob\u010dinstvo, \u010das je za zgodbo<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u010ce je URL na\u0161a hi\u0161na \u0161tevilka, je SEO vpis v telefonski imenik in SEM smerokazi, ki bodo pripeljali na\u0161ega prijatelja na obisk. Dolgo\u010dasno zgodbo pa mu lahko poveste samo enkrat. Potem ga ne bo ve\u010d naokoli, na cesti pa se vas bo za\u010del izogibati.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-1274 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/01\/bigstock-Mother-And-Son-Reading-Togethe-158256245-300x300.jpg\" alt=\"madwise vsebinski marketing\" width=\"300\" height=\"300\" \/>Za trenutek se spet sprehodimo od temeljev naprej. Brez strategije boste izredno te\u017eko spisali <a href=\"https:\/\/madwise.si\/vsebinski-marketing\/\">fantasti\u010dno zgodbo, ki Marku ne bo dala spati<\/a>. In prej morajo stati vsa prej\u0161nja nadstropja. \u010ce nimate <a href=\"https:\/\/madwise.si\/marketinske-storitve\/izdelava-spletnih-strani\/\">kredibilnega in u\u010dinkovitega spletnega mesta<\/a>, vas nih\u010de ne bo poslu\u0161al. \u010ce nimate urejene optimizacije, vas nih\u010de ne bo na\u0161el. \u010ce nimate <a href=\"https:\/\/madwise.si\/marketinska-agencija\/lead-generation\/\">u\u010dinkovitega ogla\u0161evanja<\/a>, jo samo \u0161epetate. Ni pomembno, kako dobra je. Nih\u010de je ne bo sli\u0161al. <strong><a href=\"https:\/\/madwise.si\/kako-napisati-besedila-za-splet\/\">Vsebinski marketing<\/a> je veliko ve\u010d, kot le dobra zgodba. <\/strong><\/span><\/p>\n<p><strong>Kakovostna zgodba da misliti, navdu\u0161i in intrigira.<\/strong> Ljudje jo berejo, gledajo, o njej razpravljajo in jo delijo naprej. Naslednji\u010d bodo k nam na obisk pripeljali tudi svoje prijatelje, ki bodo raz\u0161irili na\u0161o bazo poznanstev in potencialnih poslov. In takrat se lahko lotimo <a href=\"https:\/\/madwise.si\/marketing-automation-v-besedi-sliki\/\">marketin\u0161ke avtomatizacije.<\/a><\/p>\n<h2><a href=\"https:\/\/madwise.si\/marketing-automation-sistemi-za-visjo-prodajo\/\"><span style=\"font-weight: 400;\">6. Marketin\u0161ka avtomatizacija<\/span><\/a><\/h2>\n<p><strong>Kon\u010dno na strehi<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Na\u0161a baza kontaktov je ob\u010dutno zrasla in prav vsakega poznamo po imenu. Vemo, kaj je Ivanu v\u0161e\u010d, kaj bere Tanja in kaj skrbi Nenada. Znamo pripraviti zgodbe, ki si jih Ivan, Tanja in Nenad \u017eelijo. Z njimi lahko vzpostavimo dialog in jih popeljemo do re\u0161itev, ki jih potrebujejo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-1275 alignright\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/01\/bigstock-Hands-holding-smart-phones-and-75142537-300x225.jpg\" alt=\"Madwise marketing automation\" width=\"300\" height=\"225\" \/>\u010ce niste opravili vseh prej\u0161njih korakov, se bo streha podrla. Brez temeljev se bo vse skupaj sesulo verjetno \u017ee prej. Brez pritli\u010dja ne morejo vstopiti niti va\u0161i obiskovalci niti mi, arhitekti, gradbeniki in krovci. Brez vmesnih nadstropij boste imeli streho na hi\u0161i brez spalnice. Saj lahko spite tudi v dnevni sobi, samo ni najbolj optimalno. <strong>In optimizacija resursov je ena klju\u010dnih prednosti naprednega sistema.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketin\u0161ka avtomatizacija ni mitraljez, ampak ostrostrelec. Ciljamo na tiste stranke, ki nam bodo prinesle najve\u010dji dobi\u010dek. In najla\u017eje je biti ostrostrelec s strehe.<\/span><\/p>\n<p><a href=\"https:\/\/madwise.si\/marketinske-storitve\/analiza-spletnih-strani\/\"><strong>Niste prepri\u010dani, \u010de je va\u0161a digitalna hi\u0161a trdna, zanesljiva in pripravljena na naslednje nadstropje? Preverite z ANALIZO SPLETNEGA NASTOPA &gt;&gt;\u00a0<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u017delite postaviti u\u010dinkovit in uspe\u0161en digitalni marketing? Preverite, katere so klju\u010dne sestavine digitalnega marketinga in na katerih temeljih sloni. Pri vsakem poslopju va\u0161e digitalne hi\u0161e boste na\u0161li nasvete, kako jih uspe\u0161no zasnovati in pripraviti za naslednje korake.<\/p>\n","protected":false},"author":14,"featured_media":1158,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,5],"tags":[],"class_list":["post-809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdelava-digitalne-strategije","category-marketinska-avtomatizacija","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>Digitalni marketing je kot hi\u0161a, brez dobrega temelja se podre<\/title>\n<meta name=\"description\" content=\"Digitalni marketing je hi\u0161a, ki jo skrbno gradimo. 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