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KAKO PRIVABITI SPLETNO OBČINSTVO IN STRANKE? UKRADITE JIH!

18. 6. 2019

Vsi bi radi imeli več obiskovalcev na spletnih straneh in več kupcev.

Soočeni ste z naslednjimi dejstvi:

  • Konkurenca, ki se poteguje za oči uporabnikov (beri: njihovo pozornost), je izjemno velika.
  • Obstaja na tisoče spletnih strani in dnevnikov, ki želijo uspeti na vašem področju.
  • Kdorkoli želi doseči uspeh in  da je njegova spletna prisotnost donosna, mora svojo publiko zgraditi iz nič.

Ali pač?

Če že ne sodite med spletne velikane, bosta pridobivanje pozornosti in kupcev velik izziv. Toda upanje obstaja.

Spoznajte pristop, ki mu pravimo kraja občinstva.

Gre za najbolj (časovno) učinkovit način povečanja števila spletnih obiskovalcev in kupcev.

Opa!

Ideja: Namesto, da si prizadevate neposredno pridobiti spletno občinstvo, kar zahteva neskončen napor in vztrajnost, ga izmaknite že uspešnemu spletnemu mestu.

Kako, prosim?

Naj pojasnim. Večino prometa na mojem spletnem dnevniku, oziroma, še pomembneje, večino moje prodaje, ustvarijo digitalni mediji, ki povzemajo moje izjave ali delo. Tu je par primerov:

  • intervju, ki ga je z mano opravil Srinivas Rao za priznani spletni medij BlogcastFM, mi je prislužil na tisoče dolarjev (na račun prodaje vodičev in novih odličnih strank)
  • moje predstavitve na spletni strani Slideshare so mi prinesle prodajo izdelkov, nove bralce in stranke
  • moje mesečne objave na spletni strani Grow so prav tako povečale moje občinstvo in ustvarile več strank

Čisto nič ne pretiravam, če ocenim, da je v lanskem letu 70 do 80 odstotkov mojih prihodkov prišlo iz posrednih virov, torej drugih spletnih mest in medijev ne pa zgolj mojega spletnega dnevnika.

Ste presenečeni? Se sprašujete, zakaj imajo objave na drugih mestih takšno moč?

Pomislite.

Obstaja že toliko uveljavljenih platform, spletnih mest in medijev, ki so že zgradili neverjetno veliko in predano občinstvo. Namesto, da bi poskušali sami posnemati njihova leta trdega dela, si lahko preprosto “izposodite” njihovo občinstvo in večji delež tega preusmerite na vašo spletno stran!

Ta pristop je izjemno učinkovit, ker:

  • se dotika različnih področij (s čimer povečate svoj doseg)
  • privabi ciljno skupino uporabnikov (ki jim je všeč vaša vsebina)
  • z njim pridobite dodaten ugled in višjo uvrstitev med rezultati Googlovega iskalnika, ker ste predstavljeni v povezavi z uveljavljenimi blagovnimi znamkami

Toda, kako za vraga naj to naredite sami? Ukradete občinstvo uveljavljenim platformam?

Vedel sem, da me boste to vprašali, zato sem za vas pripravil tri ključne nasvete in napotke, kako učinkovito (u)krasti spletno občinstvo.

1. nasvet: Naj bo vaše delo privlačno za medije

V bistvu morate ustvarjati zabavne vsebine in projekte, ki jih je enostavno brati in deliti.

Oblikovalec Andrew Kim je z deljenjem svojih konceptov in idej na spletnem mestu www.minimallyminimal.com ustvaril veliko pompa. S tem, ko je naredil neverjetne preobrazbe znanih znamk, kot so Coca Cola, Microsoft, Honda idr., jih delil z javnostjo v obliki enostranskih in enostavno razumljivih vizualnih konceptov, je mimogrede pritegnil pozornost številnih uglednih spletnih medijev, kot so Mashable, Y Combinator, Tech Crunch in Fast Company. Takoj je bil deležen pozornosti množic, sledila pa so izjemno bogata naročila.

Lekcija: Če sodite med kreativne posameznike in se ukvarjate z ilustriranjem, (spletnim) oblikovanjem in/ali snemanjem filmov/glasbe, razmislite o izdelavi spletnih strani, ki jih je mogoče enostavno dati v skupno rabo – sploh vključiti v medijske portale. Tako boste dobili dostop do neverjetno velikih občinstev in poslovnih priložnosti.

2. nasvet: Ustvarite posebno vsebino in jo objavite na zanjo namenski platformi

Vsako vsebino velja objaviti na platformi, ki je posebej izdelana za to vrsto vsebine. Poznate Slideshare – spletno mesto za deljenje predstavitev? Jaz ga obožujem.

Rad ustvarjam vizualne predstavitve. Poleti 2012 sem na to spletno mesto naložil svojo prvo predstavitev. V kratkem času je dosegla več kot 65.000 ogledov in mi prinesla veliko pozornosti in prodajnih priložnosti. Bil sem praktično šokiran in presenečen, takšnega učinka se nisem nadejal. V naslednjih tednih sem dodal še več predstavitev in prejel še več naročil in ustvaril več poslovnih priložnosti.

Bi lahko takšno pozornost dosegel le z objavljanjem predstavitev na svojem spletnem dnevniku? Nikakor. Platforma Slideshare namreč premore občinstvo, ki išče prav takšno vsebino.

Moja prijatelja Sean Platt in Johnny B. Truant sta uspela s precej nenavadnim podcastom v kratkem času (1 do 2 mesecih) zgraditi precej veliko občinstvo. In to zgolj zato, ker sta se osredotočila na posebno nišo, v njunem primeru samozaložništvo in tako izstopala iz množice podcastov na platformi iTunes. Čeprav sta prav neverjetno šarmantna, zgolj z objavami podcastov na lastnih straneh nikoli ne bi imela toliko poslušalcev.

Pomnite: Ko ustvarjate določeno vsebino na drugih platformah, nujno ustvarite tudi povezavo do vaše strani – spletnega mesta ali dnevnika. In to ne le z objavo povezave, temveč tudi referenčno omembo vaše spletne strani. Spletni naslov (URL) omenjajte v vašem delu, posebej na koncu vsebine, zato da si lahko ljudje takoj ogledajo še več vaših vsebin, se prijavijo na prejemanje e-novic in postanejo vaši kupci.

Lekcija: Poiščite priljubljeno platformo, ki uspeva na posebni vrsti ustvarjanja vsebine, ne glede na to, ali temelji na predstavitvah (Slideshare), podcastih (iTunes) ali videu (Youtube, Vimeo). Nato ustvarjajte visoko kakovostno in edinstveno vsebino, ki privlači njihovo občinstvo.

3. nasvet: Zapolnite vrzeli

Obstaja veliko uspešnih spletnih dnevnikov posameznikov in medijev, ki zabavajo svoja velika občinstva. Odličen način, da se vključite v njihovo krajino, je to, da prispevate vsebino (npr. gostujoča pošta) ter preučite, kakšne vsebine ponujajo in kakšne vsebine morebiti še nimajo.

Zato, da boste vi, mojstri vsebine, zapolnili vrzel z vašo lastno vsebino in slogom.

Ko se je name obrnil Mark Schaefer iz Growa, je že imel veliko kul piscev, ki so prispevali k njegovi izjemno uspešni strani. Toda manjkale so mu privlačne grafike in vizualne vsebine, in sicer karikature, začinjene z strastnim in edinstvenim okusom pisanja. Torej točno to, kar bi lahko ponudil. Stopil sem v kontakt in mu predlagal, kako bi lahko obogatil njegovo spletno mesto. Dobil sem honorar za ustvarjanje na njegovi platformi.

Lekcija: Poiščite vrzel na velikem blogu in jo napolnite s svojim edinstvenim slogom. S tem, ko obogatite njihovo platformo, pridobite veliko prepoznavnost in ugled, ki ju lahko izkoristite za pridobivanje lastnih naročnikov in kupcev. Zmaga!

Za konec

Drži, vaš spletni dnevnik ali spletno mesto sta vaša glavna platforma, vaš dom. Vendar obstaja še vrsta drugih strani, ki premorejo veliko večje občinstvo od vašega. Bilo bi neumno, da ne bi izkoristili priložnosti za krajo njihove publike in vzgajanje svojega občinstva.

avtor: Mars Dorian

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Author

  • Mars Dorian

    Mars Dorian je ozdravljeni svetovni popotnik, spletni ilustrator in avtor indie ter znanstveno-fantastičnih del. Ustvaril je umetniške podobe številnih zagonskih podjetij in priljubljenih podcastov, kot npr. The Unmastakable Creative. Je tudi avtor člankov na uglednem marketinškem spletnem dnevniku Grow, številni med njimi so postali viralni. Kot avtor obožuje pripovedovanje zgodb v sliki in besedi, vsebinsko pa so mu najbližje tehnologije prihodnosti in njihov vpliv na življenje ljudi. Njegove knjige se lotevajo futurističnih tem, kot so zasebne vojske, stiki ljudi in vesoljcev ter kibernetsko človeštvo. Link: http://www.marsdorian.com/

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