{"id":5955,"date":"2022-05-19T09:52:41","date_gmt":"2022-05-19T07:52:41","guid":{"rendered":"https:\/\/welovewebs.com\/com-implementar-una-estrategia-eficac-i-basada-en-el-valor-en-4-passes\/"},"modified":"2022-05-19T11:28:56","modified_gmt":"2022-05-19T09:28:56","slug":"com-implementar-una-estrategia-eficac-i-basada-en-el-valor-en-4-passes","status":"publish","type":"post","link":"https:\/\/welovewebs.com\/ca\/com-implementar-una-estrategia-eficac-i-basada-en-el-valor-en-4-passes\/","title":{"rendered":"Com implementar una estrat\u00e8gia efica\u00e7 i basada en el valor en 4 passes"},"content":{"rendered":"

Des de les ag\u00e8ncies, o departaments de m\u00e0rqueting, solem parlar de\u00a0branding<\/span>, de reputaci\u00f3, de valors, de\u00a0buyer<\/span>\u00a0persona<\/strong>, etc. Encara que sembli que estem actuant en una altra l\u00ednia, aquests no s\u00f3n, per a res, conceptes a\u00efllats de la venda<\/strong>. En realitat, tots sabem que l’objectiu final de tota marca, i de tota campanya de m\u00e0rqueting, \u00e9s vendre<\/strong>.<\/p>\n

Per aix\u00f2 avui et diem com implementar en 4 passes una estrat\u00e8gia de m\u00e0rqueting orientada a resultats i basada en el valor (amb clara orientaci\u00f3 al client).<\/strong><\/p>\n

 <\/p>\n

1. Mesurar i consensuar indicadors<\/strong><\/h2>\n

Encara hi ha un debat obert sobre si els departaments comercials i els de m\u00e0rqueting han de treballar junts. El nostre punt de vista \u00e9s clar: l‘objectiu\u00a0ha de ser global per a tota l’organitzaci\u00f3<\/strong>. Amb el que \u00e9s fonamental que els\u00a0KPIs<\/span>\u00a0(indicadors) marcats o b\u00e9 siguin els mateixos o b\u00e9 persegueixin les mateixes metes. Seria conf\u00fas i inefica\u00e7 tenir estrat\u00e8gies divergents en diferents departaments, o fins i tot, canals de venda.<\/strong><\/p>\n

Tamb\u00e9 \u00e9s important definir indicadors que ens permetin con\u00e8ixer a la nostra audi\u00e8ncia.<\/strong> No sols als clients habituals sin\u00f3 tamb\u00e9 a aquells que poden arribar a ser-ho.<\/p>\n

\u00c9s cert que \u00e9s m\u00e9s probable que torni a comprar un client que ja ha comprat una vegada.<\/strong> Per\u00f2 si volem cr\u00e9ixer, no hem de subestimar el valor dels possibles futurs clients, ja que arribar a fidelitzar-los \u00e9s cr\u00e9ixer de manera exponencial.<\/strong><\/p>\n

 <\/p>\n

2. Personalitzar i donar valor a les comunicacions<\/strong><\/h2>\n

Per a donar valor a les nostres comunicacions, hem d’anar un pas per davant i saber amb qui estem parlant<\/strong>. Aix\u00f2 el podem fer a trav\u00e9s de les\u00a0cookies<\/span><\/a>\u00a0i tamb\u00e9 observant el cicle de vida del client<\/strong>.<\/p>\n

El coneixement del nostre client o potencial ens permet anar una mica m\u00e9s enll\u00e0 de la personalitzaci\u00f3 tal com la coneixem<\/strong>. Per exemple, a m\u00e9s d’adaptar el nostre llenguatge i ressaltar les qualitats del nostre producte que responen a la necessitat d’un sector<\/strong>, podem reduir la freq\u00fc\u00e8ncia de comunicacions (sigui\u00a0email m\u00e0rqueting<\/span><\/a>\u00a0o\u00a0rem\u00e0rqueting<\/span>), i quan un client ja est\u00e0 fidelitzat i dirigir-nos a ell nom\u00e9s quan baixi la seva freq\u00fc\u00e8ncia de compra<\/strong>. D’aquesta manera la nostra comunicaci\u00f3 adquireix m\u00e9s valor i tindr\u00e0 menys probabilitats d’acabar sent ignorada per l’usuari.<\/p>\n

No oblidem, a m\u00e9s, les opcions de personalitzaci\u00f3 que ens dona una base de dades eficient<\/strong>: dirigir-nos al client pel seu nom, felicitar-lo pel seu aniversari, avisar sobre accions a realitzar relacionades amb el producte\/servei adquirit… En canvi, tamb\u00e9 en aquest punt hem de fer autocr\u00edtica per a no resultar excessivament intrusius.<\/p>\n

 <\/p>\n

3. Automatitzar per a ser efica\u00e7os<\/strong><\/h2>\n

L’automatitzaci\u00f3 en totes les accions ser\u00e0 primordial per motius obvis. La gesti\u00f3 manual \u00e9s lenta, inefica\u00e7, genera errors i sobrecarrega<\/span>\u00a0de treball a l’equip. Per aix\u00f2 has de tenir definides les teves campanyes en tots els mitjans i deixar que els algorismes i les mec\u00e0niques automatitzades treballin per a tu.<\/strong><\/p>\n

Per exemple, en publicitat orientada a paraules clau en cercadors per a generar\u00a0leads<\/span><\/a>, pots utilitzar paraules clau menys espec\u00edfiques sobre productes o serveis, per\u00f2 combinant-les amb algunes que defineixin m\u00e9s el mercat del teu\u00a0buyer<\/span>\u00a0persona<\/a> (ubicaci\u00f3, interessos…)<\/strong>. Si li donem els par\u00e0metres adequats, l’algoritme s’encarregar\u00e0 de predir el valor de cada usuari i de distribuir la licitaci\u00f3 en funci\u00f3 dels nostres objectius.<\/p>\n

 <\/p>\n

4. Analitzar i mantenir una estrat\u00e8gia viva<\/strong><\/h2>\n

Per a avan\u00e7ar hem de provar diverses vies d’acc\u00e9s. Recorda que, en el M\u00e0rqueting Digital, qualsevol assaig est\u00e0 basat en prova\/error.<\/p>\n

Hem de ser capa\u00e7os de provar altres camins per a arribar als nostres clients, per\u00f2 tamb\u00e9 de retrocedir si no ens porten a cap lloc, de trobar bifurcacions o vies alternatives.<\/strong><\/p>\n

El m\u00e0rqueting i el creixement dels negocis es basen en l’experimentaci\u00f3.<\/p>\n

 <\/p>\n

WeLoveWebs<\/span>\u00a0\u2013 T’ajudem a definir les teves campanyes<\/strong><\/h2>\n

Aquests quatre punts: an\u00e0lisi, coneixement del p\u00fablic, mesura i automatitzaci\u00f3, s\u00f3n els pilars de qualsevol bona estrat\u00e8gia de M\u00e0rqueting Digital<\/strong>, efica\u00e7 i basada en el valor. Per aix\u00f2, ara que ja ens has llegit, et convidem a fer una autoavaluaci\u00f3 de les teves accions.<\/p>\n

Qu\u00e8 tal ha anat? Despr\u00e9s de l’an\u00e0lisi, creus que podries millorar? T’ajudem a fer-ho, explorant noves vies de creixement<\/a>.<\/p>\n

Parlem?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Per a aconseguir una estrat\u00e8gia orientada a resultats hem d’arribar al nostre p\u00fablic. En aquest article et diem com definir en 4 passes una estrat\u00e8gia de m\u00e0rqueting orientada a resultats i basada en el valor (amb una clara orientaci\u00f3 al client).<\/p>\n","protected":false},"author":2,"featured_media":5950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[401,390,389,393],"tags":[331,270,340,205,439,440,366,286,295],"class_list":["post-5955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitica-web-ca-2","category-campanyes-sem-smm-ca","category-marqueting-de-continguts-ca","category-marqueting-digital","tag-analitica-web-ca","tag-campanyes-de-marqueting-digital","tag-comerc-online-ca","tag-empresas-ca","tag-estrategia-comercial-ca","tag-estrategia-digital-ca","tag-facebook-ads-ca","tag-gestio-de-campanyes-google-ads","tag-inbound-marketing-ca"],"acf":[],"yoast_head":"\nLes 4 passes d'una estrat\u00e8gia efica\u00e7 basada en el valor | WeLoveWebs<\/title>\n<meta name=\"description\" content=\"Per a aconseguir una estrat\u00e8gia orientada a resultats hem d'arribar al nostre p\u00fablic. 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