{"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":"kaksna-je-razlika-med-potjo-in-zivljenjskim-ciklom-stranke","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Pot stranke in \u017eivljenjski cikel - kak\u0161na je razlika?"},"content":{"rendered":"
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\u00a0<\/p>

K tej zmedi prispevajo majhne razli\u010dice in zamenjave elementov, ki sestavljajo te koncepte: \"\u017eivljenjski cikel kupca\", \"pot kupca\", \"pot \u017eivljenjskega cikla kupca\", \"prodajni lijak kupca\" ... in seznam se nadaljuje.<\/p>

Oglejmo si posamezne izraze, jih primerjajmo in primerjajmo, nato pa jih ponovno zdru\u017eimo, kot bi morali biti.<\/p>

Kaj je pot kupca?<\/strong><\/p>

Po POT KUPCA<\/strong> (Potovanje kupca) razumemo, da je kup\u010deva izku\u0161nja razdeljena na tri faze: fazo zavedanja, fazo premisleka in fazo odlo\u010ditve.<\/p>

\"Posnetek<\/p>

Znanje:<\/span><\/h3>

V fazi ozave\u0161\u010danja so kupci prepoznali potencialno te\u017eavo ali prilo\u017enost. Po razli\u010dnih kanalih, kot so Google, dru\u017ebeni mediji in spletni forumi, i\u0161\u010dejo nevtralne informacije tretjih oseb, ki jim pomagajo prepoznati te\u017eave ali simptome.<\/p>

Na primer: \"Moja pisarna raste in te\u017eko organiziram naloge za svojo ekipo, ali je to posledica mojega na\u010dina vodenja ali potrebujem pomo\u010d?<\/p>

Razmislek:<\/span><\/h3>

V fazi premisleka so kupci poimenovali svoj problem ali prilo\u017enost. Za\u010dnejo raziskovati pristope in metode, ki so na voljo za njegovo re\u0161itev.<\/p>

Na primer: \"Zdaj vem, da ve\u010dina podjetij moje velikosti uporablja programsko opremo za upravljanje nalog, verjamem, da bo ta programska oprema re\u0161ila organizacijski problem moje ekipe, vendar kako jo lahko uvedem in kaj moram upo\u0161tevati?<\/p>

Odlo\u010ditev:<\/span><\/h3>

V fazi odlo\u010danja kupci aktivno posku\u0161ajo re\u0161iti svoj problem ali prilo\u017enost in raziskujejo mo\u017ene re\u0161itve. Preu\u010dujejo vse vrste dokumentov in podatkov, da bi sprejeli kon\u010dno odlo\u010ditev na podlagi informacij.<\/p>

Na primer: \"Kak\u0161ne so moje mo\u017enosti za nakup programske opreme za upravljanje nalog in kateri program je najpopolnej\u0161i in cenovno najugodnej\u0161i za moje podjetje?<\/p>

Za razliko od \u017eivljenjskega cikla, kjer tr\u017eniki prepoznavajo in ciljajo stike na vsaki stopnji, je mesto stranke na poti te\u017eje razumeti.<\/p>

\u010cas med zavedanjem in odlo\u010ditvijo je lahko ve\u010d mesecev ali minut. Zato je vloga tr\u017enika, da z vsebino, podporo in drugimi orodji zagotovi kakovostno izku\u0161njo, ki pokriva vsako fazo poti, \u010de kupec naleti nanjo.<\/p>

Najuspe\u0161nej\u0161a bodo podjetja, ki med potjo ponujajo najbolj\u0161e izobra\u017eevanje.<\/p>

Na kratko, pot vklju\u010duje vse to\u010dke dotika, ki jih kupec do\u017eivi z blagovno znamko, od za\u010detka do konca.<\/p>

Razvoj vsebine za tri faze potovanja je podoben potovalnemu na\u010drtu:\u00a0za vsak odsek ceste je treba zagotoviti uporabne informacije.<\/strong><\/p>

Na celotnem potovanju kupci ugotavljajo in s\u010dasoma re\u0161ujejo te\u017eavo ali zadovoljijo prilo\u017enost. Vsaka sti\u010dna to\u010dka oblikuje kup\u010devo dojemanje blagovne znamke.<\/p>

Kaj je \u017eivljenjski cikel stranke?<\/span><\/h2>

V nasprotju s potjo kupca je \u017eivljenjski cikel stranke aktiven proces, ki ga vodita marketin\u0161ka in prodajna ekipa podjetja.<\/p>

Vklju\u010duje segmentacijo potencialnih strank v razli\u010dnih fazah. Te faze se uporabljajo za natan\u010dno prilagoditev tr\u017eenjskih in prodajnih tehnik, da se \u010dim bolj pove\u010da konverzija.<\/p>

Te faze \u017eivljenjskega cikla skupaj tvorijo tr\u017eenjski in prodajni lijak. Ko se stranke premikajo skozi faze, vedno manj ljudi zaklju\u010di naslednjo fazo. To ustvarja u\u010dinek \"lijaka\", ki na svoji poti spusti ve\u010d ljudi. Veliko naro\u010dnikov pomeni nekaj kakovostnih strank.<\/p>

\"Posnetek<\/p>

Stopnje vklju\u010dujejo:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0Naro\u010dnik<\/strong>ob\u010dasni naro\u010dnik njegove redne vsebine.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Vodilno mesto (prospekt)<\/strong>oseba, ki je posredovala podatke o sebi.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marketing Qualified Lead, MQL (marketin\u0161ko kvalificiran vodja)<\/strong>potencialnega kupca, ki je pripravljen na tr\u017ena sporo\u010dila.<\/p>

4.\u00a0\u00a0\u00a0\u00a0Prodajno kvalificiran vodja, SQL (Prodajno kvalificiran potencialni kupec)<\/strong>potencialnega kupca, ki je pripravljen na prodajna sporo\u010dila.<\/p>

5.\u00a0\u00a0\u00a0\u00a0Prilo\u017enost<\/strong>oseba, ki je pripravljena na nakup in je dele\u017ena prodajne pozornosti.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Stranka<\/strong>oseba, ki je kupila va\u0161 izdelek ali storitev.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evangeliser<\/strong>stranka, ki aktivno promovira va\u0161o blagovno znamko.<\/p>

Vsako podjetje je edinstveno in ima svoje posebnosti, zato je pomembno, da vsaka ekipa za tr\u017eenje in prodajo dolo\u010di jasno opredelitev teh faz.<\/p>

Vendar pa obstaja nekaj splo\u0161nih najbolj\u0161ih praks za premikanje tr\u017eno kvalificiranih potencialnih strank v obmo\u010dje SQL in ozna\u010devanje potencialnih strank, ko se premikajo skozi lijak.<\/p>

Na vsako fazo \u017eivljenjskega cikla se je treba odzvati na poseben na\u010din. To lahko vklju\u010duje negovalna sporo\u010dila, vrhunsko vsebino, posebne ponudbe in celo spremljanje prodaje.<\/p>

Pogostost po\u0161iljanja marketin\u0161kih in prodajnih sporo\u010dil se postopoma pove\u010duje, ko se stranka premika skozi lijak. Na ta na\u010din stranka ni izgubljena zaradi prevelikega \u0161tevila prodajnih sporo\u010dil ali prepozno prispele po\u0161te.<\/p>

Stavek, kot je \"Kupi zdaj!\", bi o\u010ditno lahko odvrnil nekoga, ki je le sledilec va\u0161ega bloga, kajne?<\/p>

Nazadnje: Kako sodelujete?<\/span><\/strong><\/p>

\u010ceprav se ta dva pojma razlikujeta, se v bistvenih pogledih prekrivata. Najve\u010dji uspeh boste dosegli, \u010de boste obe strategiji uporabili skupaj, kot bomo pojasnili v nadaljevanju.<\/p>

Ko se kupec prvi\u010d sre\u010da z va\u0161o blagovno znamko, morda prek pla\u010danega oglasa, ustnega izro\u010dila ali kot rezultat iskanja v Googlu, je za\u010del pot kupca do va\u0161ega podjetja. Kupec razume va\u0161e podjetje in za\u010dne vzpostavljati odnos z va\u0161im podjetjem.<\/p>

\"Posnetek<\/p>

Zagotoviti mora, da je na voljo \u0161iroka paleta izobra\u017eevalnih informacij, ki bodo zadovoljile potrebe vsakega kupca: znanje, razmislek ali vpra\u0161anja o fazi odlo\u010danja.<\/p>

Prav tako morate zagotoviti prijetno izku\u0161njo za potencialnega kupca na vseh sti\u010dnih to\u010dkah, vklju\u010dno z dru\u017ebenimi mediji, spletnimi mesti in (\u010de je primerno) slu\u017ebo za pomo\u010d strankam.<\/p>

\u010ce se kupec odlo\u010di, da je va\u0161e podjetje verodostojen vir, lahko napreduje po prodajnem lijaku. Na va\u0161em radarju je zato, ker je poslal e-po\u0161tni naslov, da bi se naro\u010dil na va\u0161e vsebine, poslal obrazec z va\u0161imi podatki ali vas neposredno kontaktiral. In ko imate te informacije, lahko kupca umestite v \u017eivljenjski cikel va\u0161e stranke.<\/p>

Zagotoviti mora, da je vsak korak pozitivna izku\u0161nja za kupce in da imajo na vsakem koraku koristi.<\/p>

Ko kupec izvede razli\u010dna dejanja, na primer prenese e-knjigo, odpre po\u0161to ali izpolni obrazec, ga postopoma kvalificirate kot vodilnega, marketin\u0161ko kvalificiranega in tako naprej. Ta razvrstitev bo dolo\u010dila prihodnje tr\u017eenjske ukrepe, va\u0161a sporo\u010dila pa bodo vedno bolj prodajno usmerjena.<\/p>

Glavna razlika je naslednja: Pot vklju\u010duje ukrepe kupca, medtem ko \u017eivljenjski cikel vklju\u010duje ukrepe tr\u017enika.<\/p>

\u017divljenjski cikel je del poti, v katerem se kot tr\u017enik aktivno usmerjate na potrebe kupca.<\/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\"e-knjiga\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":"

Tr\u017eniki pogosto ustvarjajo nove koncepte in ta naslov je primer tega. 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