{"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":"kundresa-och-livscykel-vad-ar-skillnaden","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sv\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Kundresa och livscykel - vad \u00e4r skillnaden?"},"content":{"rendered":"
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\u00a0<\/p>

Sm\u00e5 variationer och utbyten av de element som utg\u00f6r dessa begrepp bidrar till denna f\u00f6rvirring: \"k\u00f6parens livscykel\", \"kundresa\", \"k\u00f6parens livscykelresa\", \"kundens f\u00f6rs\u00e4ljningstratt\" ... och listan forts\u00e4tter.<\/p>

L\u00e5t oss ta en titt p\u00e5 varje term, j\u00e4mf\u00f6ra och kontrastera, och sedan s\u00e4tta ihop dessa termer igen, vilket \u00e4r hur de ska vara.<\/p>

Vad \u00e4r k\u00f6parens resa?<\/strong><\/p>

Av K\u00d6PARENS RESA<\/strong> (Buyer's Journey) f\u00f6rst\u00e5r vi k\u00f6parens upplevelse som indelad i tre faser: medvetenhet, \u00f6verv\u00e4gande och beslut.<\/p>

\"Sk\u00e4rmdump<\/p>

Kunskap:<\/span><\/h3>

I medvetandestadiet har k\u00f6parna identifierat ett potentiellt problem eller en m\u00f6jlighet. De s\u00f6ker i olika kanaler, t.ex. Google, sociala medier och onlineforum, efter neutral information fr\u00e5n tredje part som kan hj\u00e4lpa dem att identifiera problem eller symptom.<\/p>

Till exempel: \"Mitt kontor v\u00e4xer och jag tycker att det \u00e4r sv\u00e5rt att organisera arbetsuppgifterna f\u00f6r mitt team. Beror det p\u00e5 min ledarstil eller beh\u00f6ver jag hj\u00e4lp?<\/p>

\u00d6verv\u00e4gande:<\/span><\/h3>

I \u00f6verv\u00e4gandefasen har k\u00f6parna identifierat sitt problem eller sin m\u00f6jlighet. De b\u00f6rjar unders\u00f6ka vilka tillv\u00e4gag\u00e5ngss\u00e4tt och metoder som finns f\u00f6r att l\u00f6sa det.<\/p>

Till exempel: \"Nu vet jag att de flesta f\u00f6retag i min storlek anv\u00e4nder programvara f\u00f6r uppgiftshantering, och jag tror att den h\u00e4r programvaran kommer att l\u00f6sa mitt teams organisatoriska problem, men hur kan jag implementera den och vad b\u00f6r jag t\u00e4nka p\u00e5?<\/p>

Beslut:<\/span><\/h3>

I beslutsfasen f\u00f6rs\u00f6ker k\u00f6parna aktivt l\u00f6sa sitt problem eller sin m\u00f6jlighet och unders\u00f6ker m\u00f6jliga l\u00f6sningar. De granskar alla typer av dokument och uppgifter f\u00f6r att kunna fatta ett v\u00e4lgrundat beslut.<\/p>

Till exempel: \"Vilka \u00e4r mina m\u00f6jligheter att k\u00f6pa programvara f\u00f6r uppgiftshantering och vilket program \u00e4r det mest kompletta och prisv\u00e4rda f\u00f6r mitt f\u00f6retag?<\/p>

Till skillnad fr\u00e5n livscykeln, d\u00e4r marknadsf\u00f6rare identifierar och riktar in sig p\u00e5 kontakter i varje steg, \u00e4r kundens plats i resan sv\u00e5rare att f\u00f6rst\u00e5.<\/p>

Tiden mellan medvetenhet och beslut kan vara m\u00e5nader eller minuter. Marknadsf\u00f6rarens roll \u00e4r d\u00e4rf\u00f6r att s\u00e4kerst\u00e4lla en kvalitetsupplevelse, genom inneh\u00e5ll, support och andra verktyg, f\u00f6r att t\u00e4cka varje steg i resan, om k\u00f6paren skulle snubbla p\u00e5 den.<\/p>

De f\u00f6retag som erbjuder den b\u00e4sta utbildningen under resans g\u00e5ng kommer att bli de mest framg\u00e5ngsrika.<\/p>

I slut\u00e4ndan omfattar resan alla kontaktpunkter som en kund upplever med ett varum\u00e4rke, fr\u00e5n b\u00f6rjan till slut.<\/p>

Utvecklingen av inneh\u00e5ll f\u00f6r de tre stegen i resan liknar en resplan:\u00a0anv\u00e4ndbar information m\u00e5ste garanteras f\u00f6r varje v\u00e4gstr\u00e4cka.<\/strong><\/p>

Under hela resan identifierar och l\u00f6ser k\u00f6paren ett problem eller tar tillvara en m\u00f6jlighet. Varje kontaktpunkt formar k\u00f6parens uppfattning om varum\u00e4rket.<\/p>

Vad \u00e4r kundens livscykel?<\/span><\/h2>

Till skillnad fr\u00e5n k\u00f6parens resa \u00e4r kundlivscykeln en aktiv process som drivs av f\u00f6retagets marknads- och s\u00e4ljteam.<\/p>

Det handlar om att segmentera potentiella kunder i olika steg. Dessa steg anv\u00e4nds f\u00f6r att finjustera marknadsf\u00f6rings- och f\u00f6rs\u00e4ljningstekniker f\u00f6r att maximera konverteringen.<\/p>

Tillsammans skapar dessa livscykelstadier marknadsf\u00f6rings- och f\u00f6rs\u00e4ljningstratten. N\u00e4r kunderna r\u00f6r sig genom stadierna \u00e4r det f\u00e4rre och f\u00e4rre som fullf\u00f6ljer n\u00e4sta steg. Detta skapar en \"tratteffekt\" som g\u00f6r att flera personer faller bort l\u00e4ngs v\u00e4gen. M\u00e5nga prenumeranter kan \u00f6vers\u00e4ttas till ett f\u00e5tal kvalitetskunder.<\/p>

\"Sk\u00e4rmdump<\/p>

Etapperna \u00f6verv\u00e4ger:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0Prenumerant<\/strong>en tillf\u00e4llig prenumerant p\u00e5 dess regelbundna inneh\u00e5ll.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Ledning (prospekt)<\/strong>n\u00e5gon som har l\u00e4mnat information om sig sj\u00e4lv.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marknadsf\u00f6ringskvalificerat lead, MQL, (Marketing Qualified Lead)<\/strong>ett prospekt som anses vara redo f\u00f6r marknadsf\u00f6ringsmeddelanden.<\/p>

4.\u00a0\u00a0\u00a0\u00a0F\u00f6rs\u00e4ljningskvalificerat lead, SQL, (f\u00f6rs\u00e4ljningskvalificerat prospekt)<\/strong>ett prospekt som anses vara redo f\u00f6r s\u00e4ljmeddelanden.<\/p>

5.\u00a0\u00a0\u00a0\u00a0M\u00f6jlighet<\/strong>n\u00e5gon som \u00e4r redo att k\u00f6pa och som f\u00e5r uppm\u00e4rksamhet av s\u00e4ljarna.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Kund<\/strong>n\u00e5gon som har k\u00f6pt din produkt eller tj\u00e4nst.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evangeliserare<\/strong>en kund som aktivt marknadsf\u00f6r ditt varum\u00e4rke.<\/p>

Varje f\u00f6retag \u00e4r unikt och har sina egna s\u00e4rdrag, och d\u00e4rf\u00f6r \u00e4r det viktigt att varje marknads- och s\u00e4ljteam fastst\u00e4ller en tydlig definition f\u00f6r dessa faser.<\/p>

Det finns dock n\u00e5gra allm\u00e4nna b\u00e4sta metoder f\u00f6r att flytta ett marknadsf\u00f6ringskvalificerat prospekt till SQL-omr\u00e5det och tagga leads n\u00e4r de r\u00f6r sig genom tratten.<\/p>

Varje steg i livscykeln m\u00e5ste besvaras p\u00e5 ett s\u00e4rskilt s\u00e4tt. Det kan handla om v\u00e5rdande meddelanden, premiuminneh\u00e5ll, specialerbjudanden och till och med f\u00f6rs\u00e4ljningsuppf\u00f6ljning.<\/p>

Frekvensen f\u00f6r utskick av marknadsf\u00f6rings- och s\u00e4ljmeddelanden \u00f6kas gradvis i takt med att en kund r\u00f6r sig genom tratten. P\u00e5 s\u00e5 s\u00e4tt g\u00e5r kunden inte f\u00f6rlorad p\u00e5 grund av ett f\u00f6r dyrt s\u00e4ljmeddelande eller ett utskick som kommer f\u00f6r sent.<\/p>

En fras som \"K\u00f6p nu!\" kan uppenbarligen skr\u00e4mma bort n\u00e5gon som bara \u00e4r en f\u00f6ljare av din blogg, eller hur?<\/p>

Slutligen: Hur arbetar ni tillsammans?<\/span><\/strong><\/p>

\u00c4ven om dessa tv\u00e5 begrepp skiljer sig \u00e5t, \u00f6verlappar de varandra p\u00e5 avg\u00f6rande s\u00e4tt. Du kommer att n\u00e5 st\u00f6rst framg\u00e5ng n\u00e4r du arbetar med b\u00e5da strategierna tillsammans, vilket vi kommer att f\u00f6rklara nedan.<\/p>

N\u00e4r en k\u00f6pare f\u00f6rst st\u00f6ter p\u00e5 ditt varum\u00e4rke, kanske genom en betald annons, mun till mun-metoden eller som ett resultat av en Google-s\u00f6kning, har han eller hon p\u00e5b\u00f6rjat k\u00f6parens resa med ditt f\u00f6retag. K\u00f6paren har en f\u00f6rst\u00e5else f\u00f6r ditt f\u00f6retag och inleder en relation med ditt f\u00f6retag.<\/p>

\"Sk\u00e4rmdump<\/p>

Den b\u00f6r s\u00e4kerst\u00e4lla att ett brett utbud av utbildningsinformation finns tillg\u00e4ngligt f\u00f6r att tillgodose alla k\u00f6pares behov: kunskap, \u00f6verv\u00e4ganden eller fr\u00e5gor om beslutsfasen.<\/p>

Du m\u00e5ste ocks\u00e5 se till att den potentiella k\u00f6paren f\u00e5r en trevlig upplevelse vid alla kontaktpunkter, inklusive sociala medier, webbplatser och (om det \u00e4r relevant) kundtj\u00e4nst.<\/p>

Om en k\u00f6pare best\u00e4mmer sig f\u00f6r att ditt f\u00f6retag \u00e4r en trov\u00e4rdig k\u00e4lla kan han flytta upp i f\u00f6rs\u00e4ljningstratten. Han finns p\u00e5 din radar eftersom han har skickat in en e-postadress f\u00f6r att prenumerera p\u00e5 ditt inneh\u00e5ll, skickat in ett formul\u00e4r med din information eller kontaktat dig direkt. Och n\u00e4r du har den h\u00e4r informationen kan du placera k\u00f6paren i din kundlivscykel.<\/p>

De m\u00e5ste se till att varje steg p\u00e5 v\u00e4gen \u00e4r en positiv upplevelse f\u00f6r kunderna, och att de g\u00e5r med vinst varje steg p\u00e5 v\u00e4gen.<\/p>

N\u00e4r k\u00f6paren utf\u00f6r olika \u00e5tg\u00e4rder, t.ex. laddar ner en e-bok, \u00f6ppnar ett utskick eller fyller i ett formul\u00e4r, kommer du gradvis att kvalificera dem som ett lead, som ett marknadsf\u00f6ringskvalificerat lead och s\u00e5 vidare. Denna klassificering avg\u00f6r framtida marknadsf\u00f6rings\u00e5tg\u00e4rder och dina meddelanden blir mer och mer s\u00e4ljorienterade.<\/p>

Den st\u00f6rsta skillnaden \u00e4r f\u00f6ljande: Resan handlar om \u00e5tg\u00e4rder som vidtas av k\u00f6paren, medan livscykeln handlar om \u00e5tg\u00e4rder som vidtas av marknadsf\u00f6raren.<\/p>

Livscykeln \u00e4r ett segment av resan d\u00e4r du som marknadsf\u00f6rare aktivt riktar in dig p\u00e5 k\u00f6parens behov.<\/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\"ebok\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":"

Marknadsf\u00f6rare skapar ofta nya koncept och den h\u00e4r rubriken \u00e4r ett exempel p\u00e5 det. Det kan dock h\u00e4nda att alla inte f\u00f6rst\u00e5r dem p\u00e5 samma s\u00e4tt. <\/p>","protected":false},"author":239642484,"featured_media":7019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1426],"class_list":["post-6645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-ciclo-de-vida"],"yoast_head":"\nViaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/sv\/kundresa-och-livscykel-vad-ar-skillnaden\/masterbas\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"La gente de marketing con frecuencia crea nuevos conceptos y este titular es un ejemplo de ello. 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