{"id":6645,"date":"2024-05-08T11:44:54","date_gmt":"2024-05-08T08:44:54","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6645"},"modified":"2024-05-08T13:03:59","modified_gmt":"2024-05-08T10:03:59","slug":"kliendi-teekond-ja-elutsukkel-mis-on-erinevus","status":"publish","type":"post","link":"https:\/\/masterbase.com\/et\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Kliendi teekond ja eluts\u00fckkel - mis vahe on?"},"content":{"rendered":"
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\u00a0<\/p>

Segadust tekitavad ka v\u00e4ikesed variatsioonid ja nende m\u00f5istete elementide vaheldumine: \"ostja eluts\u00fckkel\", \"kliendi teekond\", \"ostja eluts\u00fckli teekond\", \"kliendi m\u00fc\u00fcgisahtel\"... ja loetelu j\u00e4tkub.<\/p>

Vaatame iga terminit, v\u00f5rdleme ja vastandame neid ning paneme need terminid siis uuesti kokku, nii nagu nad peaksidki olema.<\/p>

Mis on ostja teekond?<\/strong><\/p>

Autor OSTJA TEEKOND<\/strong> (Buyer's Journey) m\u00f5istame, et ostja kogemus jaguneb kolmeks etapiks: teadlikkuse, kaalumise ja otsuse etapp.<\/p>

\"Screen<\/p>

Teadmised:<\/span><\/h3>

Teadlikkuse etapis on ostjad tuvastanud v\u00f5imaliku probleemi v\u00f5i v\u00f5imaluse. Nad otsivad erinevatest kanalitest, nagu Google, sotsiaalmeedia ja veebifoorumid, neutraalset teavet kolmandatelt osapooltelt, et aidata neil tuvastada probleeme v\u00f5i s\u00fcmptomeid.<\/p>

N\u00e4iteks: \"Minu kontor kasvab ja mul on raske oma meeskonna \u00fclesandeid korraldada, kas see on tingitud minu juhtimisstiilist v\u00f5i vajan ma abi?<\/p>

Kaalumine:<\/span><\/h3>

Kaalutlusetapis on ostjad nimetanud oma probleemi v\u00f5i v\u00f5imaluse. Nad hakkavad uurima selle lahendamiseks olemasolevaid l\u00e4henemisviise ja meetodeid.<\/p>

N\u00e4iteks: \"N\u00fc\u00fcd ma tean, et enamik minu suurusega ettev\u00f5tteid kasutab \u00fclesannete haldamise tarkvara, ma usun, et see tarkvara lahendab minu meeskonna organisatsioonilise probleemi, kuid kuidas ma saan seda rakendada ja mida peaksin arvestama?<\/p>

Otsus:<\/span><\/h3>

Otsuse tegemise etapis p\u00fc\u00fcavad ostjad aktiivselt lahendada oma probleemi v\u00f5i v\u00f5imalust ja uurivad v\u00f5imalikke lahendusi. Nad uurivad igasuguseid dokumente ja andmeid, et teha l\u00f5plik teadlik otsus.<\/p>

N\u00e4iteks: \"Millised on minu v\u00f5imalused \u00fclesannete haldamise tarkvara ostmiseks ja milline programm on minu ettev\u00f5tte jaoks k\u00f5ige t\u00e4ielikum ja taskukohasem?<\/p>

Erinevalt eluts\u00fcklist, kus turundajad tuvastavad ja suunavad kontakte igas etapis, on kliendi kohta teekonnal keerulisem m\u00f5ista.<\/p>

Teadlikkuse ja otsuse tegemise vahel v\u00f5ib kuluda kuid v\u00f5i minuteid. Seet\u00f5ttu on turundaja roll tagada kvaliteetne kogemus sisu, toetuse ja muude vahendite abil, et katta k\u00f5ik teekonna etapid, kui ostja peaks sinna sattuma.<\/p>

K\u00f5ige edukamad on need ettev\u00f5tted, kes pakuvad reisi ajal parimat haridust.<\/p>

L\u00f5ppkokkuv\u00f5ttes h\u00f5lmab teekond k\u00f5iki kokkupuutepunkte, mida ostja br\u00e4ndiga kogeb, algusest l\u00f5puni.<\/p>

Kolme reisietapi sisu v\u00e4ljat\u00f6\u00f6tamine on sarnane reisiplaaniga:\u00a0kasulik teave peab olema tagatud iga teel\u00f5igu kohta.<\/strong><\/p>

Kogu teekonna jooksul tuvastavad ostjad probleemi ja l\u00f5puks lahendavad selle v\u00f5i rahuldavad v\u00f5imaluse. Iga kokkupuutepunkt kujundab ostja ettekujutuse br\u00e4ndist.<\/p>

Milline on kliendi eluts\u00fckkel?<\/span><\/h2>

Erinevalt ostja teekonnast on kliendi eluts\u00fckkel aktiivne protsess, mida juhivad ettev\u00f5tte turundus- ja m\u00fc\u00fcgimeeskond.<\/p>

See h\u00f5lmab potentsiaalsete klientide segmenteerimist erinevates etappides. Neid etappe kasutatakse turundus- ja m\u00fc\u00fcgitehnikate t\u00e4psustamiseks, et maksimeerida konversiooni.<\/p>

Koos moodustavad need eluts\u00fckli etapid turundus- ja m\u00fc\u00fcgisahvri. Kui kliendid liiguvad l\u00e4bi etappide, j\u00f5uavad \u00fcha v\u00e4hem inimesi j\u00e4rgmisesse etappi. See tekitab \"truubi\" efekti, mille k\u00e4igus langeb mitu inimest. Paljud tellijad t\u00e4hendavad v\u00e4heseid kvaliteetseid kliente.<\/p>

\"Screen<\/p>

Etappide k\u00e4igus kaalutakse:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0Tellija<\/strong>selle regulaarse sisu juhuslik tellija.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Lead (prospekt)<\/strong>keegi, kes on esitanud teavet enda kohta.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marketing Qualified Lead, MQL, (Marketing Qualified Lead)<\/strong>potentsiaalne klient, keda peetakse turunduss\u00f5numiteks valmis.<\/p>

4.\u00a0\u00a0\u00a0\u00a0Sales Qualified Lead, SQL, (m\u00fc\u00fcgikvalifitseeritud potentsiaal)<\/strong>potentsiaalne klient, keda peetakse m\u00fc\u00fcgis\u00f5numiteks valmis.<\/p>

5.\u00a0\u00a0\u00a0\u00a0V\u00f5imalus<\/strong>keegi, kes on valmis ostma ja saab m\u00fc\u00fcgit\u00f6\u00f6le t\u00e4helepanu.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Klient<\/strong>keegi, kes on ostnud teie toodet v\u00f5i teenust.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evangeliser<\/strong>klient, kes reklaamib aktiivselt teie kaubam\u00e4rki.<\/p>

Iga ettev\u00f5te on ainulaadne ja tal on oma erip\u00e4rad, mist\u00f5ttu on oluline, et iga turundus- ja m\u00fc\u00fcgimeeskond kehtestaks nende etappide jaoks selge m\u00e4\u00e4ratluse.<\/p>

Siiski on olemas m\u00f5ned \u00fcldised parimad tavad turunduskvalifitseeritud potentsiaalsete klientide liigutamiseks SQL-i territooriumile ja juhtide m\u00e4rgistamiseks, kui nad liiguvad l\u00e4bi truubi.<\/p>

Igale eluts\u00fckli etapile tuleb reageerida konkreetsel viisil. Need v\u00f5ivad h\u00f5lmata hoolduss\u00f5numeid, lisainfot, eripakkumisi ja isegi m\u00fc\u00fcgij\u00e4rgseid j\u00e4relmeetmeid.<\/p>

Turundus- ja m\u00fc\u00fcgis\u00f5numite saatmise sagedust suurendatakse j\u00e4rk-j\u00e4rgult, kui klient liigub l\u00e4bi turunduss\u00fcnniiri. Sel viisil ei l\u00e4he klient kaotsi liigse m\u00fc\u00fcgis\u00f5numi v\u00f5i liiga hilja saabunud postituse t\u00f5ttu.<\/p>

Fraas nagu \"Osta kohe!\" v\u00f5ib ilmselgelt peletada \u00e4ra kellegi, kes on lihtsalt sinu blogi j\u00e4lgija, eks ole?<\/p>

L\u00f5petuseks: Kuidas te koos t\u00f6\u00f6tate?<\/span><\/strong><\/p>

Kuigi neil kahel m\u00f5istel on erinevusi, kattuvad nad olulisel m\u00e4\u00e4ral. K\u00f5ige suuremat edu saavutate, kui t\u00f6\u00f6tate m\u00f5lema strateegiaga koos, nagu me allpool selgitame.<\/p>

Kui ostja puutub esimest korda kokku teie kaubam\u00e4rgiga, v\u00f5ib-olla tasulise reklaami, suulise jutu v\u00f5i Google'i otsingu tulemusel, on ta alustanud ostja teekonda teie ettev\u00f5ttega. Ostjal on arusaam teie ettev\u00f5ttest ja ta alustab suhet teie ettev\u00f5ttega.<\/p>

\"Screen<\/p>

See peaks tagama, et iga ostja vajaduste rahuldamiseks on k\u00e4ttesaadav lai valik harivat teavet: teadmised, kaalutlused v\u00f5i k\u00fcsimused otsustusetapi kohta.<\/p>

Samuti peate tagama potentsiaalsele ostjale meeldiva kogemuse k\u00f5igis kokkupuutepunktides, sealhulgas sotsiaalmeedias, veebisaitidel ja (kui see on asjakohane) klienditeeninduses.<\/p>

Kui ostja otsustab, et teie ettev\u00f5te on usaldusv\u00e4\u00e4rne allikas, v\u00f5ib ta liikuda m\u00fc\u00fcgisahuris \u00fclespoole. Ta on teie radaril, sest ta esitas e-posti aadressi, et tellida teie sisu, esitas vormi teie teabega v\u00f5i v\u00f5ttis teiega otse \u00fchendust. Ja kui teil on see teave olemas, saate paigutada ostja teie kliendi eluts\u00fcklisse.<\/p>

See peab tagama, et iga samm on ostjate jaoks positiivne kogemus, et igal sammul saavad nad kasu.<\/p>

Kui ostja sooritab erinevaid tegevusi, nagu e-raamatu allalaadimine, postituse avamine v\u00f5i vormi t\u00e4itmine, siis kvalifitseerite ta j\u00e4rk-j\u00e4rgult juhtivaks, turunduskvalifitseeritud juhtivaks jne. See liigitus m\u00e4\u00e4rab edasised turundustegevused ja teie s\u00f5numid muutuvad \u00fcha enam m\u00fc\u00fcgile orienteerituks.<\/p>

Peamine erinevus on j\u00e4rgmine: Teekond h\u00f5lmab ostja tegevusi, samas kui eluts\u00fckkel h\u00f5lmab turundaja tegevusi.<\/p>

Eluts\u00fckkel on teekonna osa, kus te turundajana tegelete aktiivselt ostja vajadustega.<\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"ebook\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Turundusinimesed loovad sageli uusi kontseptsioone ja see pealkiri on selle n\u00e4ide. 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