{"id":62818,"date":"2019-03-17T16:25:25","date_gmt":"2019-03-17T15:25:25","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=62818"},"modified":"2024-11-28T12:08:47","modified_gmt":"2024-11-28T11:08:47","slug":"lead-nurturing-convertir-contactes-clients","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/lead-nurturing-convertir-contactes-clients\/","title":{"rendered":"Lead nurturing | Com convertir contactes en clients?"},"content":{"rendered":"<p>Un dels principals problemes als quals ens enfrontem quan preparem una campanya de m\u00e0rqueting \u00e9s la conversi\u00f3. \u00c9s a dir, com transformar el tr\u00e0nsit de la nostra web en vendes, per exemple, o aconseguir dades de clients per a la nostra base. Amb aix\u00f2, passem de tenir una visita an\u00f2nima a un usuari del qual podem fer seguiment, i aquest \u00e9s el gran repte del m\u00f3n d&#8217;internet. Per a aix\u00f2, comptem amb les estrat\u00e8gies de lead nurturing.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/lead-nurturing-convertir-contactes-clients\/#Que_es_el_lead_nurturing\" >Qu\u00e8 \u00e9s el lead nurturing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/lead-nurturing-convertir-contactes-clients\/#Tecniques_de_lead_nurturing_per_a_la_conversio_de_contactes\" >T\u00e8cniques de lead nurturing per a la conversi\u00f3 de contactes<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_lead_nurturing\"><\/span>Qu\u00e8 \u00e9s el lead nurturing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Podem definir-ho com una s\u00e8rie de processos automatitzats que tenen com a objectiu la maduraci\u00f3 dels contactes, o oportunitats de negoci. El principal objectiu \u00e9s crear una relaci\u00f3 amb l&#8217;usuari, que li aporti valor, per acompanyar-lo en el seu viatge a trav\u00e9s del proc\u00e9s de compra, de manera que se sentin segurs. Aix\u00f2 es tradueix, directament, en un augment de les conversions. Alguns avantatges del lead nurturing s\u00f3n:<\/p>\n<ul>\n<li>Evita la p\u00e8rdua de l&#8217;inter\u00e8s per part de l&#8217;usuari. Un seguiment actiu fa que el potencial client mantingui l&#8217;inter\u00e8s durant tot el proc\u00e9s.<\/li>\n<li>El nostre usuari se sent especial, ja que rep un tracte personalitzat.<\/li>\n<li>No \u00e9s una t\u00e8cnica invasiva, ja que nom\u00e9s s&#8217;utilitza despr\u00e9s que la persona hagi mostrat inter\u00e8s.<\/li>\n<li>Obtenim informaci\u00f3 valuosa sobre el comportament dels nostres clients.<\/li>\n<li>I finalment, la m\u00e9s interessant. Afavoreix el tancament de les vendes, ja que en ser guiats durant el proc\u00e9s, es mostren m\u00e9s disposats.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Tecniques_de_lead_nurturing_per_a_la_conversio_de_contactes\"><\/span>T\u00e8cniques de lead nurturing per a la conversi\u00f3 de contactes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Com en qualsevol campanya relacionada amb el m\u00f3n del m\u00e0rqueting, abans de parlar de la conversi\u00f3 del tr\u00e0nsit en vendes, hem d&#8217;analitzar quins s\u00f3n els avantatges dels nostres productes sobre la compet\u00e8ncia, quins objectius ens hem de marcar i qui \u00e9s el nostre p\u00fablic objectiu. Centrant-nos exclusivament en aquesta branca, aquestes s\u00f3n algunes t\u00e8cniques que milloraran les conversions:<\/p>\n<h3>PREPARAR CONTINGUT PERSONALITZAT PER A CADA USUARI<\/h3>\n<p>Si fem una an\u00e0lisi de tr\u00e0nsit a la nostra web o xarxes socials, podrem obtenir diversos perfils de clients. La utilitzaci\u00f3 del buyer persona ens permetr\u00e0 crear contingut de valor per a aquells que mostrin inter\u00e8s en els nostres productes o serveis. El buyer persona \u00e9s la representaci\u00f3 que farem sobre el nostre client ideal, analitzant el seu perfil socio-demogr\u00e0fic, psicol\u00f2gic i comportaments o interessos. Podem aplicar aquesta segmentaci\u00f3 a qualsevol contingut, com veurem en el seg\u00fcent punt.<\/p>\n<h3>T\u00c8CNIQUES MULTICANAL<\/h3>\n<p>Pensem en el lead nurturing com una t\u00e8cnica envoltant que hem d&#8217;aplicar utilitzant diferents canals. Entre elles:<\/p>\n<ul>\n<li>Utilitzant t\u00e8cniques de retargeting. O, el que \u00e9s el mateix, generar un impacte en una persona que ja ha mostrat inter\u00e8s en el nostre producte o servei. Per exemple, quan un usuari entra a la web, afegeix el producte al seu carret\u00f3 per\u00f2 abandona el proc\u00e9s de compra i, a continuaci\u00f3 segueix navegant&#8230; Fins que apareix un anunci sobre el producte que no ha arribat a adquirir.<\/li>\n<li>Les xarxes socials s\u00f3n un bon canal de captaci\u00f3 de clients. En moltes ocasions ens escriuen a trav\u00e9s d&#8217;elles per demanar m\u00e9s informaci\u00f3, forma de contacte, etc. Fes-ne una gesti\u00f3 correcta.<\/li>\n<li>Plataformes d&#8217;automatitzaci\u00f3. Si generem diferents continguts per a tots els perfils del p\u00fablic objectiu, podem utilitzar eines d&#8217; automatitzaci\u00f3 que permetin mostrar el contingut adequat a cada perfil.<\/li>\n<\/ul>\n<h3>SEGUIMENT A TRAV\u00c9S DE CORREUS ELECTR\u00d2NIC<\/h3>\n<p>Una t\u00e8cnica molt utilitzada per garantir les conversions \u00e9s l&#8217;\u00fas dels correus electr\u00f2nics en el moment adequat. Per exemple, si un usuari consulta diverses vegades la p\u00e0gina de preus de certs productes, pot ser un bon moment per enviar-li un correu electr\u00f2nic amb les ofertes, oportunitats, etc. O, si abandona el carret\u00f3 de la compra sense arribar a efectuar la transacci\u00f3, se li pot enviar un per recordar-li quins productes desitjava adquirir. A posteriori, tamb\u00e9 podem enviar contingut personalitzat per als seus interessos, basat en el seu historial de navegaci\u00f3 o compres, amb la qual cosa millorarem la fidelitzaci\u00f3 i refor\u00e7arem compres futures. Aix\u00ed destacarem per sobre de la nostra compet\u00e8ncia.<\/p>\n<p>\u00c9s important alinear les t\u00e8cniques de lead nurturing amb els esfor\u00e7os de m\u00e0rqueting, vendes i l&#8217;\u00fas d&#8217;altres t\u00e8cniques com el lead scoring, que classifica els leads en funci\u00f3 del seu valor real per a la nostra empresa. Per fer una correcta campanya global \u00e9s fonamental que tinguis tots els coneixements necessaris. F\u00f2rum amb el <a href=\"https:\/\/www.euncet.com\/ca\/executive-education\/postgrau-direccio-comercial-vendes\/\" target=\"_blank\" rel=\"noopener\">postgrau en Direcci\u00f3 de M\u00e0rqueting<\/a> i aconsegueix manejar totes les t\u00e8cniques necess\u00e0ries per augmentar les vendes de la teva empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un dels principals problemes als quals ens enfrontem quan preparem una campanya de m\u00e0rqueting \u00e9s la conversi\u00f3. \u00c9s a dir, com transformar el tr\u00e0nsit de la nostra web en vendes, per exemple, o aconseguir dades de clients per a la nostra base. Amb aix\u00f2, passem de tenir una visita an\u00f2nima a un usuari del qual [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":40888,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[480],"class_list":["post-62818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes","tag-marketing-digital-ca"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Descobreix les millors t\u00e8cniques de lead nurturing per convertir contactes!<\/title>\n<meta name=\"description\" content=\"Entre els principals reptes de les campanyes de m\u00e0rqueting trobem la conversi\u00f3 de contactes. 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