Domov > Online marketing > ALI SO BLOGI SMISELNO PRODAJNO ORODJE?

ALI SO BLOGI SMISELNO PRODAJNO ORODJE?

27. 2. 2017

Kot avtor, govornik in svetovalec za razvoj prodajnega kadra, je zelo pomembno, da tudi delam to, kar govorim, in da se ves čas razvijam in učim. Zato tudi svojim strankam, prijateljem in znancem priporočam, da vedno berejo nove, stare ali zanimive ideje.  To jih stimulira k izboljševanju, jim daje zagon in tako so vedno na višku pri tem, kar počnejo. Sam najraje berem vsebine s področja osebnostne rasti, prodajnih treningov, razvoja prodajnega kadra, motivacije in miselne naravnanosti ter poslovanja in marketinga.

Dandanes berem veliko blogov in na nekatere sem celo naročen. V enem od njih je pred kratkim je objavila dve zanimivi objavi o bloganju kot prodajnemu orodju in se je ukvarjala tudi z vprašanjem, ali lahko z blogi prodajamo tudi storitve ali zgolj izdelke.

To so zelo dobra vprašanja, o katerih mora razmisliti vsak prodajnik, lastnik podjetja ali podjetnik. In kot je po navadi z dobrimi vprašanji –  obstaja tudi tokrat več odgovorov nanje. Ampak preden se začnem ukvarjati z njimi, naj vam najprej naredim kratko pridigo o blogih in bloganju.

Blog kot magična palica: a res?

Veliko marketinških blogerjev pozicionira bloge kot nekaj čudežnega. Kot edino obliko marketinga, ki ga potrebujete, da lahko uspešno prodajate svoje izdelke ali storitve – v bistvu vse, kar že prodajate.

Za večino ljudi in za večino podjetij pa je tak pogled v najboljšem primeru zavajajoč, v najslabšem pa tudi nepošten. Četudi je vaš posel v bistvu vaš blog, morate vseeno razumeti, kako ga promovirati. In to promoviranje je popolnoma enako, kot če bi promovirali svojo spletno stran.

Blogi se ne promovirajo sami od sebe!

Kako deluje promocija izdelkov in storitev preko bloga?

Karkoli že počnete na spletu, je tisti minimum, ki ga že ima vsako podjetje to, da promovira  spletno stran, ki predstavlja nekakšno podobo vašega podjetja – torej je zelo statična. In če jo uspešno promovirate, jo bodo ljudje obiskali in mogoče bodo celo nekaj kupili od vas.

Ko pa promovirate blog, ga bodo ljudje najprej prebrali, preden kaj kupijo od vas. To pomeni, da morate zelo dobro pisati, če želite kaj prodati. Torej: če želite prodati, morajo ljudje z veseljem brati vaš blog, v njem morajo videti neko vrednost zase in všeč jim mora biti vaš način pisanja.

Nenazadnje jim mora biti vaš izdelek (ali storitev) zelo všeč, morajo si ga želeti in ga zelo potrebovati, da ga na koncu kupijo ali da vas vsaj pokličejo!

Kje so pa pasti pri pisanju blogov?

Če stvari na vašem blogu niso dobro napisane, ga ljudje ne bodo marali. Kar pomeni, da od vas ne bodo ničesar kupili, čeprav so obiskali vaš blog.

Če oglašujete samo na »blogosferi«, vaša ciljna publika in stranke pa so prisotne v »resničnem svetu«, s tem ne boste pridobili nobene nove stranke. Mnogo mojih strank sploh ne ve, da je moja spletna stran blog. Samo rade ga/jo berejo!

Pri bloganju je zelo pomembna konsistentnost. Tu ni hitre zmage. Ravno nasprotno: bloganje je ena od najpočasnejših poti prodiranja na trg in je zanj potrebno več časovnega vložka kot z drugimi instantnimi marketinškimi možnostmi (kot je npr. Google oglaševanje).

Menim, da mora biti bloganje osebno. Če želite prodajati svoje storitve, morate tudi vi napisati vsebino, brati morate komentarje svoje »skupnosti« in na njih odgovarjati. In vse to vzame zelo veliko časa.

Zakaj bi torej nekdo želel blogati? Da pokaže strokovnost… Da deli strast… Da promovira marketinške vsebine, ki imajo dolgo življenjsko dobo… Da pridobi sledilce… Da se pozicionira višje od drugih…

Vendar vse to ni lahko.

Ni vse zlato, kar se sveti

Zdi se, da danes bloga vsak, ki ima pet minut časa. Na področju bloganja je veliko konkurence. V katerikoli panogi ste, v njej že obstajajo dobri blogi, s skupino bralcev. Da lahko s tem tekmujete, potrebujete dobro temo, strast do te teme, znanje, dobre pisne sposobnosti, močno sporočilo.

Poleg tega potrebujete nekaj oblikovalskih veščin, morate znati svoj blog promovirati in tudi vzpostaviti neko vez s svojim občinstvom. Najbolj pomembno pa je, da svojim bralcem ponujate neko vrednost. Vse navedeno je v bistvu minimum, ki ga potrebujete, da sploh lahko začnete z bloganjem.

Vrnimo se zdaj k prvotnemu vprašanju: ali lahko z blogom prodamo storitev?

Blogi kot prodajno orodje: kakšni so rezultati?

No… odkar sem pred 18. meseci svojo spletno stran spremenil v blog, sem od takrat naprej nenehno blogal. Promet se je povečal, bralcev je več, povpraševanj je več in realizacija se je povečala.

Ampak: ali moj blog prodaja moje storitve?

Če pošteno odgovorim, lahko rečem zgolj: delno. Včasih ja, včasih ne.

Blog kot sredstvo za pripravo strank na nakup

Zdi se mi, da v večini primerov moj blog »pripravi« ljudi na idejo, da bi z menoj sodelovali. Preberejo moje bloge in spoznajo, s čim se ukvarjam. Moje sporočilo jim je jasno in jim je všeč. Tistim, ki jim pa ni, nikoli ne pokličejo.

Ampak tisti, ki pokličejo, so do neke mere že odločeni za nakup.

Vendar vse to vam nič ne pomaga, če ne obvladate prodaje. Tudi če vas pokličejo potencialne stranke, ki so navdušene nad vašim blogom – jim morate svoje storitve še vedno prodati. Še vedno jim morate pokazati, da jim boste s svojimi storitvami rešili njihove težave. Še vedno morate svojo rešitev dobro pozicionirati. Še vedno morate narediti vse ostale dobre stvari – imeti kredibilne reference, dobre rezultate, znati zaključiti prodajo, ipd.

Če ste upali na čarobno paličico …

Kot je običajno na vseh področjih prodaje in marketinga, tako je tudi pri bloganju: blogi niso neko kratkoročno super zdravilo, ki bo čez noč spremenilo stvari v vašem podjetju za 180 %.

Vendar če imate dovolj časa, da se bloganju posvetite, če imate strast do bloganja in če postane del vašega celotnega prodajno-marketinškega mix-a, potem je bloganje močno orodje za prodajo česarkoli že prodajate (vaših izdelkov in storitev).

Avtor: Gavin Ingham

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Author

  • Gavin Ingham

    Gavin Ingham ni rojen prodajnik. Na začetku svoje prodajne kariere je dobil 18 zaporednih NE-jev. 19 prodajno priložnost pa je končno izkoristil in pridobil svoj prvi posel. Od takrat naprej je njegova kariera v stalnem vzponu in danes je znan kot vodilni angleški ekspert na področju prodajne psihologije in uspešnosti. Razlog pa je v tem, da svojim strankam prinaša velika povečanja prodaje. Preko svojih knjig, DVDjev, avdio programov in svojega bloga dosega na tisoče prodajnikov po celem svetu in jim pomaga povečati prodajno učinkovitost, predreti prodajne ovire in ustvariti dinamično prodajno osebnost. O njem pa pišejo tudi časopisi kot so The Guardian in The Financial Times. Njegove stranke so poleg tisočev malih in srednje velikih podjetij tudi vodilna svetovna podjetja kot npr. IBM, Lloyds TSB, Manpower, AT&T, Siemens, Vodafone in Microsoft.

Pri Business Titans priporočamo

Hitre zmage - brezplačni program

Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

Kliknite tukaj za več informacij!

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