{"id":1409,"date":"2021-03-24T09:29:21","date_gmt":"2021-03-24T08:29:21","guid":{"rendered":"https:\/\/digitalcircleweb.com\/seo-zurnal\/?p=1409"},"modified":"2021-03-24T09:29:22","modified_gmt":"2021-03-24T08:29:22","slug":"vrste-sadrzaja-prodajnog-levka","status":"publish","type":"post","link":"https:\/\/digitalcircleweb.com\/seo-zurnal\/vrste-sadrzaja-prodajnog-levka\/","title":{"rendered":"Vrste sadr\u017eaja prodajnog levka"},"content":{"rendered":"\n<p>Potro\u0161a\u010de odbija o\u010digledna prodaja i vi\u0161e su zainteresovani za tzv. marketin\u0161ki \u201e\u0161vedski sto\u201c sa \u0161arolikom ponudom. Izve\u0161taji su pokazali da ve\u0107ina savremenih potro\u0161a\u010da pametno gleda na teren prodaje, da mogu uo\u010diti o\u010digledne poku\u0161aje prodaje na kilometar i da se ose\u0107aju nelagodno zbog tradicionalnih prodajnih taktika, koje se previ\u0161e o\u010digledno fokusiraju na uzimanje novca iz njihovih nov\u010danika.<\/p>\n\n\n\n<p>Izve\u0161taji su potkrepljeni studijom HubSpot-a, koja je pokazala da je samo 29% potro\u0161a\u010da spremno da stupi u kontakt sa predstavnikom prodaje. U me\u0111uvremenu, studija koju je sproela kompanija Clutch pokazala je da 67% potro\u0161a\u010da smatra da je marketing sadr\u017eaj izuzetno koristan. Preostala 33% smatrala su da je marketing sadr\u017eaj pristrasan, a ipak je 73% onih koji su mislili da je pristrasan kupilo proizvod kao rezultat marketinga sadr\u017eaja.<\/p>\n\n\n\n<p>Sve navedeno zna\u010di samo jedno \u2013 kupci su usmereni na sadr\u017eaj vi\u0161e nego ikada pre, a prodavci moraju da znaju ta\u010dno kakav sadr\u017eaj treba da kreiraju i u kojoj fazi kup\u010devog interesovanja treba da ga plasiraju. Ovde do izra\u017eaja dolazi slede\u0107i sadr\u017eaj:<\/p>\n\n\n\n<ul><li>Sadr\u017eaj vrha prodajnog levka (<strong>ToFu<\/strong> &#8211; Top of the Funnel)<\/li><li>Sadr\u017eaj sredine prodajnog levka (<strong>MoFu<\/strong> &#8211; Middle of the Funnel)<\/li><li>Sadr\u017eaj dna prodajnog levka (<strong>BoFu<\/strong> &#8211; Bottom of the Funnel)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u0160ta je ToFu sadr\u017eaj?<\/h2>\n\n\n\n<p>ToFu sadr\u017eaj uklju\u010duje podizanje svesti o brendu i generisanje anga\u017eovanja kupaca sa velikim brojem potencijalnih klijenata koji nisu upoznati sa va\u0161im brendom. Kod ToFu sadr\u017eaja akcenat je na isporuci sadr\u017eaja koji ne vr\u0161i pritisak na kupce da izvr\u0161e kupovinu, ve\u0107 se vi\u0161e fokusira na pru\u017eanje informacija koje se bave ili potrebom, ili problemom, ili pitanjem koje kupac ima. Primeri sadr\u017eaja koji se koriste u ovoj fazi uklju\u010duju blogove, infografiku, bele\u0161ke i e-knjige.<\/p>\n\n\n\n<p>ToFu sadr\u017eaj je mesto gde se nepoznati ljudi po prvi put upoznaju sa va\u0161im brendom. Mo\u017eda im je viralna kampanja, video ili ne\u0161to zanimljivo zapelo za oko negde na mre\u017ei. U ovoj fazi \u201eprodajne igre\u201c ne treba da vas bude briga za konverzije, ve\u0107 kako da zaintrigirate kupce.<\/p>\n\n\n\n<p>Vrh sadr\u017eaja prodajnog levka treba da bude mnogo probavljiviji i informativniji, kako biste bili sigurni da ste pozicionirani kao lider u pru\u017eanju informacija. Liste podataka, infografike i blogovi sjajan su primer svarljivog sadr\u017eaja koji kupci lako konzumiraju.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0160ta je MoFu sadr\u017eaj?<\/h2>\n\n\n\n<p>Uz pomo\u0107 MoFu marketinga sadr\u017eaja, brendovi mogu da se pozicioniraju kao lideri na tr\u017ei\u0161tu proizvoda koji odgovaraju potrebama potro\u0161a\u010da. U ovom trenutku prodajnog toka, sadr\u017eaj mo\u017ee da sadr\u017ei ciljane ponude, a same informacije u sadr\u017eaju mogu biti dublje i detaljnije. Tipovi sadr\u017eaja koji se koriste u ovom toku uklju\u010duju tabele pore\u0111enja, bele\u0161ke, e-knjige, vebinare i video zapise.<\/p>\n\n\n\n<p>MoFu je obi\u010dno najkomplikovanija faza prodajnog levka, zato \u0161to ga je te\u0161ko definisati. \u0160iroka mre\u017ea zainteresovanih potencijalnih klijenata koji nisu u potpunosti kvalifikovani, mogla bi se kretati od potrebe za vi\u0161e informacija o karakteristikama proizvoda, do nekoga ko je samo \u017eeleo da pogleda vebinar.<\/p>\n\n\n\n<p>Ako nastupate netakti\u010dno i prakti\u010dno \u201egurate\u201c va\u0161e proizvode ili usluge kupcima, bi\u0107ete naporni i verovatno \u0107ete oterati kupce. Budite korisni i pru\u017eite informacije koje \u0107e kupcima biti zna\u010dajne, dok svoje potencijalne kupce usmeravate ka ispravnoj odluci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0160ta je BoFu sadr\u017eaj?<\/h2>\n\n\n\n<p>BoFu sadr\u017eaj predstavlja zavr\u0161nu fazu putovanja kupca. U ovoj fazi prodajnog levka prodavci mogu da usmere potencijalne potro\u0161a\u010de na sadr\u017eaj koji prodaje proizvod. Mogu se koristiti vrste sadr\u017eaja kao \u0161to su studije slu\u010daja, prolazni video snimci proizvoda, demonstracijski veb seminari i konsultacije.<\/p>\n\n\n\n<p>BoFu sadr\u017eaj treba da u\u010dvrsti odluku koju kupac treba da donese ili je ve\u0107 doneo. Pomozite potro\u0161a\u010du da shvati da je va\u0161 proizvod za njega pravo re\u0161enje, pru\u017eaju\u0107i studije slu\u010daja i svedo\u010denja, koja pokazuju kako va\u0161 proizvod ili re\u0161enje dodaje vrednost njihovom poslovanju.<\/p>\n\n\n\n<p>Va\u017eno je napomenuti da BoFu sadr\u017eaj mo\u017ee direktno da dovede do validacije, jer prelazi granicu tradicionalnog marketinga sadr\u017eaja i postaje marketing proizvoda i svedo\u010denje kupaca. Kako radite bli\u017ee dnu marketin\u0161kog prodajnog toka, va\u0161 sadr\u017eaj treba da se prebaci sa \u010disto obrazovnog na savetodavni i da bude fokusiraniji na proizvod i marketin\u0161ki stil koji ne govori ve\u0107 pokazuje konkretne stvari.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tipovi me\u0161anja sadr\u017eaja prodajnog levka \u2013 Klju\u010d za motivisanje kupaca<\/h2>\n\n\n\n<p>Uz pomo\u0107 ToFu stvarate sadr\u017eaj za ljude koji nisu va\u0161a ciljna grupa. Me\u0111utim, ToFu sadr\u017eaj uspeva da postigne svoje ciljeve, jer vam poma\u017ee da pove\u0107ate svest o brendu i pove\u0107ate anga\u017eman. Kako se budete probijali do dna levka koli\u010dina publike \u0107e po nepisanom pravilu postajati manja i uskla\u0111enija sa va\u0161im ciljnim tr\u017ei\u0161tem.<\/p>\n\n\n\n<p>Da bi se filtrirali do ciljanog tr\u017ei\u0161ta, brendovi se moraju usredsrediti na temu svog sadr\u017eaja. Ako se bavite vrhom levka pisa\u0107ete o uop\u0161tenim temama, ali ako kreirate sadr\u017eaj za poslednje dve faze levka, va\u0161e teme bi trebale da se razvijaju i postaju u\u017ee definisane. Jedan od na\u010dina da razmi\u0161ljate o ovoj tranziciji je da napravite delova sadr\u017eaja sli\u010dne va\u0161em proizvodu, dok se probijate kroz levak.<\/p>\n\n\n\n<p>To zna\u010di da sadr\u017eaj MoFu i BoFu treba da poka\u017eu kako \u0107e se problemi potro\u0161a\u010da re\u0161iti uz pomo\u0107 va\u0161eg proizvoda ili usluge. Me\u0111utim, fazu ToFu mo\u017eete koristiti i za kreiranje informativnog i zanimljivog sadr\u017eaja, koji se podudara sa va\u0161im ciljanim tr\u017ei\u0161tem, \u0161to \u0107e olak\u0161ati prelazak ToFu lidova u kupce.<\/p>\n\n\n\n<p>Me\u0111utim, ako ste start-ap, po\u010detni\u010dka kompanija, po\u010dnite sa BoFu sadr\u017eajem. Ako po\u010dinjete od nule BoFu sadr\u017eaj \u0107e vam najvi\u0161e odgovarati, jer vam je potrebno kona\u010dno odredi\u0161te za potencijalne kupce, koji su ve\u0107 spremni da kupe. Jednom kada se upoznaju sa va\u0161im brendom i pro\u0111u fazu istra\u017eivanja, bi\u0107e spremni da donesu odluku o kupovini.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Potro\u0161a\u010de odbija o\u010digledna prodaja i vi\u0161e su zainteresovani za tzv. marketin\u0161ki \u201e\u0161vedski sto\u201c sa \u0161arolikom ponudom. Izve\u0161taji su pokazali da ve\u0107ina savremenih potro\u0161a\u010da pametno gleda na teren prodaje, da mogu uo\u010diti o\u010digledne poku\u0161aje prodaje na kilometar i da se ose\u0107aju nelagodno zbog tradicionalnih prodajnih taktika, koje se previ\u0161e o\u010digledno fokusiraju na uzimanje novca iz njihovih [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1412,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vrste sadr\u017eaja prodajnog levka - SEO \u017durnal<\/title>\n<meta name=\"description\" content=\"Kupci su usmereni na sadr\u017eaj vi\u0161e nego ikada pre, a prodavci moraju da znaju ta\u010dno kakav sadr\u017eaj treba da kreiraju i u kada da ga plasiraju.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalcircleweb.com\/seo-zurnal\/vrste-sadrzaja-prodajnog-levka\/\" \/>\n<meta property=\"og:locale\" content=\"sr_RS\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vrste sadr\u017eaja prodajnog levka - 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