Domov > Podjetništvo > KAJ JE KLJUČNO DEJANJE, KI GA ŽELITE VZPODBUDITI NA SPLETNI STRANI PODJETJA?

KAJ JE KLJUČNO DEJANJE, KI GA ŽELITE VZPODBUDITI NA SPLETNI STRANI PODJETJA?

10. 7. 2016

Sem vas presenetil? Verjetno ste ob tem branju naslova članka ostali brez besed, kot večina drugih podjetij.

Toda brez skrbi. Tudi če vaša spletna stran v tem trenutku ni usmerjena na to, da od obiskovalcev zahteva določena dejanja, boste tokrat izvedeli, kako jo izboljšati do te mere, da vam bo prinašala merljive in konkretne rezultate.

Vsak vložek v marketing vam mora namreč prinašati rezultate. Včasih so rezultati enostavno merljivi, včasih malo manj. Vaš cilj pa je, da je čim več rezultatov vaših marketinških akcij merljivih. Tako boste vedeli, da ste svoj denar vložili pametno in da se je oplemenitil.

Vaša spletna stran ne sme biti izjema. Če doslej niste niti poskušali izvedeti, ali je sploh koristna za vaše podjetje ali pa le zaseda prostor na nekem strežniku, ni s tem nič narobe. Vsako podjetje na internetu začne s “predstavitvijo podjetja”, za katero se zaveda, da ne bo imelo kakšnih večjih koristi od nje. Po tej fazi nastopi faza, ko hočejo imeti podjetja spletne strani, ki morajo prinašati merljive rezultate.

Tako je verjetno tudi z vami.

Eden od najbolj učinkovitih pristopov za to, da svojo spletno stran prestavite na višjo raven je, da ji določite jasne cilje, ki jih mora dosegati. Skratka morate si postaviti vprašanji, ki si ju postavi le malo katero podjetje:

Kateri so cilji naše spletne strani? Kaj hočemo, da na njej naredijo naši obiskovalci?

In v odgovoru na ta vprašanja se skriva tudi ključ do uspeha na internetu.

Formula “Ključno dejanje”

Ne glede na to, komu je namenjena vaša spletna stran, mora zahtevati od obiskovalcev določena dejanja.

Zapomnite si: internet ni televizija! Če vaši obiskovalci ne naredijo na spletni strani določenega dejanja, je vaša spletna stran popolna izguba denarja – ob tem seveda dejanje ne sme biti, da odidejo drugam :).

Vsak vložek v marketing vam mora prinašati rezultate. Včasih so rezultati enostavno merljivi, včasih malo manj. Vaš cilj pa je, da je čim več rezultatov vaših marketinških akcij merljivih. Tako boste vedeli, da ste svoj denar vložili pametno in da se je oplemenitil.

Torej: kaj je tisto, kar si želite od obiskovalcev? Ali je to nakup izdelka preko interneta? Ali je to telefonski klic za več informacij?

Karkoli si postavite za ključno dejanje, ki ga hočete od svojih obiskovalcev, temu mora biti v celoti prirejena vaša spletna stran. Ob vsakem njenem elementu razmislite: ali ta element pripomore, da bo obiskovalec bolj verjetno naredil to dejanje?

  • Če prodajate izdelek, ki ni pretirano drag in ne potrebuje dolgega procesa nakupnega odločanja s strani kupcev, je to lahko nakup izdelka preko interneta.
  • Če so vaši izdelki ali storitve bolj kompleksni, dragi ali pa potrebujejo osebni stik pri predstavitvi, potem je vaše ključno dejanje lahko telefonski klic za več informacij.
  • Če so vaši izdelki ali storitve takšni, da morate potencialne kupce najprej izobraziti o njihovih koristih, je ključno dejanje lahko naročilo na vašo brezplačno publikacijo z nasveti. V publikaciji boste nato redno naročnike izobraževali in jih šele nato zaprosili za nakup ali sestanek.
  • Če je vaša spletna stran usmerjena na poslovanje med podjetji, potem je ključno dejanje lahko zahtevek potencialnega poslovnega partnerja po sestanku z vami.
  • Če je vaša spletna stran usmerjena v obstoječe kupce, potem je lahko vaše ključno dejanje, da vas priporočajo svojim prijateljem ali da izkoristijo možnost tehnične podpore preko interneta in vam tako prihranijo stroške osebne pomoči po telefonu.

Možnosti so torej zelo raznolike.

Ne glede na to, komu je namenjena vaša spletna stran, mora zahtevati od obiskovalcev določena dejanja.

Kaj pa se zgodi, če obiskovalec ne naredi vašega ključnega dejanja? V tem primeru ste na to možnost pripravljeni z dejanjem, ki ga želite v primeru, da obiskovalec ne naredi ključnega dejanja. V nadaljevanju mu bomo rekli pomožno dejanje.

Pomožno dejanje je torej lahko:

  • Če vam spodleti prodaja izdelka, lahko pozovete obiskovalca, da se vpiše na vašo listo obiskovalcev, ki prejemajo obvestila o novostih v vašem podjetju.
  • Če ste hoteli, da bi vaši potencialni poslovni partnerji poklicali in se dogovorili z vami za sestanek, jim lahko ponudite obsežnejše poročilo o vaših izdelkih, ki si ga lahko natisne.

Avtor: Robert Rolih

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Author

  • Robert Rolih

    Robert Rolih je bestselling avtor knjige The Million Dollar Decision in evropski javni govorec leta 2015 po izboru Professional Speakers Academy iz Londona. Svoje prvo podjetje je ustanovil iz ničle v študentski sobi, ko je bil star 23 let. Nato je do statusa vodilnega podjetja v branži pripeljal dve blagovni znamki. V zadnjih letih je naredil preskok od predavatelja, omejenega na Slovenijo, do predavatelja, ki si na zahodnih trgih deli oder z največjimi predavateljskimi zvezdami sveta, kot so npr. Gary Vaynerchuk, Brian Tracy, Rian Diess, Robert G. Allen, Andy Harrington in drugi.

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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.

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