Zašto je to što radiš, tvoj najbolji marketinški alat ?!

Pričanje priče je nešto što bi mogao da iskoristiš kao koristan alat u poslu kojim se baviš. Stav i poruke koje šalješ kroz interakciju sa drugima,  mogu da ti pomognu da utičeš na svoju ciljanu publiku.

Kada sve elemente koji su ti na raspolaganju pravilno iskoristiš, možeš da stvoriš snažan brend koji će da bude takođe i profitabilan u periodu koji je ispred tebe.

Zašto marketing nije dovoljan ?!

Koja je prva stvar na koju obično pomisliš kada razmišljaš o onome čime se baviš ?

Ipak, imaj na umu da sama usluga ili proizvod nisu dovoljni !

To što radiš svakako je veoma značajna stvar i za tebe, ali i za ljude koji prate tvoj rad. To je ono što ti donosi uspeh, novac, ali i ono nešto što održava tvoj posao živim.

   Na neki način, to što radiš je SVE.

Takođe, ono što ne može da se porekne je činjenica da marketing u celini služi nekim veoma bitnim funkcijama tvog posla.

Ako imaš dobru marketinšku strategiju i samo se nje pridržavaš, to jednostavno nije dovoljno. Ukoliko ukucaš u pretraživaš ključne reči kao što su npr. „zašto marketing nije dovoljan„ pronaćićeš neke od sledećih ideja:

  • Zašto tvoj sajt/ blog nije dovoljan sam po sebi
  • Zašto marketing društvenih mreža nije dovoljan
  • Zašto bavljenje marketinškim strategijama nije dovoljno

Ova lista može još da se produži. To praktično znači da ako se baviš standardnim alatima, koji su svima dostupni, suočavaćeš se sa izazovima za koje nisi očekivao da ćeš baš na njih naići.

Ovo se dešava iz jednog razloga- tržište, ponuda, publika, alati, potražnja…sve je to deo jedne celine. I ovo vodi do većih izazova sa kojim moraš takođe uspešno da se nosiš.

Bez obzira gde promovišeš svoj sadržaj, moraš uvek da znaš da kanal distribucije definiše pravila.

Facebook npr odlučuje kako će da prikazuje tvoje slike, ali zato ne pruža mnogo kada je organski domet tvog sadržaja u pitanju. Zatim, rangiranje na Google-u je naporna bitka koja može da potraje i nekoliko godina dok ne pobediš u njoj.

Bilo koja društvena mreža, platforma, pretraživač ili tržište, funkcionišu na isti način.

Svi navedeni kanali u određenoj meri diktiraju tvoje delovanje na ovim platformama, ali i interakciju sa publikom. I ovo je izazov sa kojim ćeš suočavati, ako izabereš bilo koji kanal promovisanja saržaja koji ti je na raspolaganju.

Šta god da odlučiš, postoji mogućnost da to ograniči tvoju marketinšku strategiju na neki način. Tada bi trebalo da napraviš i jedan korak unazad i da pogledaš svoju konkurenciju, unutar te iste platforme koju si odabrao za svoje promovisanje.

Konkurencija će biti ogromna, bilo kojom temom da se baviš.

Uz svu tu konkurentnost, jednostavno pružanje boljih usluga ili kreiranje drugačije marketinške kampanje, nije garancija da ćeš se izdvojiti.

Ovo dovodi do nekih pitanja.

Šta da radiš kako bi se izdvojio na zahtevnom tržištu ?

Ovo je problem koji će uvek biti aktuelan.

Još je važnije zapitati se- Kako se opremiti sa alatima koji su se dokazali kao efikasni ?

    Odgovor je da se fokusiraš na priču tvog ličnog brenda i na to kako možeš da utičeš na ciljanu publiku.

Tvoja publika želi priču

Ukoliko si dobro proučio zakonitosti marketinga, verovatno si naišao i na nekoliko saveta o značaju pravilnog pričanja priče.

Razlog tome je taj što je  priča o sadržaju koji imaš, moćniji alat nego što misliš.

Bonus je i to što ovo čini tvoj marketing efikasnijim na duži rok.

Ipak, zašto pričanje priče ima takav efekat ?!

Da bi pronašao odgovor na ovo pitanje, potrebno je da istražiš malo dublje psihologiju koja se krije u pozadini ove činjenice.

Efektan pristup povećava nivo ematije kod publike.

Sa biološkog aspekta, ovo može da se objasni na sledeći način. Priča koju prenosiš publici pokreće različite supstance u mozgu. Jedna od tih supstanci, kortizol, omogućila je ljudima da se fokusiraju na sadržaj u mnogo većoj meri nego obično. Sa tog mesta, povećani nivo oksitocina dovodi do većeg nivoa empatije sa kreatorom sadržaja.

Ukratko, pravilan pristup dovodi do promene ponašanja tako što utiče na moždane procese ljudi koji imaju neki vid interakcije sa tobom.

Ovo praktično znači da će ciljana publika sa kojom pokušavaš da ostvariš interakciju, biti više zainteresovana za tvoj marketing ako im predstaviš privlačnu priču. Moraš da znaš kakvu priču treba da prezentuješ kako bi efikasno iskoristio ovaj alat.

Kada pogledaš šta se traži od priče nekog brenda, više od polovine ispitanika misli da je vrednost samog brenda jednako važna koliko i usluga ili proizvod koji se plasira na tržište.

Pored toga, oko 60% tvoje publike želi da zna kakve stavove zaista zastupaš. Dakle, cilj bi trebao da ti bude kreiranje priče koja će prvo da ostvari interakciju sa ciljanom publikom. Zatim, kada već imaš takvu priču, pronađi platformu koja će i predstaviti njene najbolje aspekte.

Kada ovo ostvariš, počećeš da uviđaš sve pogodnosti takvog marketinga.

„Današnja dostupnost tehnologije znači da bilo koji posao, u bilo kojoj oblasti, može privući više ljudi kroz konzistentno pričanje priče.“

    Šira slika onoga čime se baviš, uhvaćena je u ispričanu priču o tome. I sa pravim pristupom, to možeš i sam da postigneš. Ne treba ti nikakav stručnjak za to.

Uzmi u obzir neke od sledećih koraka u tom procesu:

  • Kvalitet sadržaja
  • Relevantnost
  • Personalizacija
  • Analitika
  • Bolji rezultati

Želiš da pružiš relevantne i kvalitetne informacije, koje nešto govore tvojoj publici. Takođe, pruži uvid u analitiku jer sve je to dokazan način da efikasno deliš svoju priču po izabranim platformama.

Ovo se možda suprotstavlja uobičajenoj ideji da samo ti najbolje znaš šta je pravi izbor za tebe i tvoj posao.

  U ovom slučaju, publika zna najbolje.

Zato počni tako što ćeš publici pružiti sadržaj kakav želi. Zatim, uveri se da slediš najbolje primere onoga što radiš jer ćeš tako ohrabriti druge da se zainteresuju za priču koju im nudiš. Ovo između ostalog podrazumeva i da imaš odlične naslove i da pišeš kraće pasuse.

    Tvoja publika će voleti ako sa njima podeliš sadržaj koji im prenosi neku vrednost i koji kaže puno kroz priču koju im pričaš.

Čak iako ne kreiraš priču koja ima sve ove elemente i dalje možeš da osmisliš poruku koja može da angažuje pažnju. Zapamti da fokusom na one priče koje te povezuju sa publikom, osnažuješ i sve druge alate u svom marketinškom setu potrebnih alata.

Bez toga, tvoj brend će biti dosadan i bez života, šta god da uradiš.

Uticaj je ono što gradiš

Kada je posao u pitanju, „uticaj“ je prilično nejasna reč. To bi moglo da znači bilo šta, od nastupa kojim gradiš svoj kredibilitet pa do broja i vrste poslova koje obavljaš.

Nejasna reč retko je korisna reč

Sa aspekta marketinga, uticaj bi trebalo da označava duboku i značajnu interakciju sa drugim ljudima. Moglo bi da se definiše i na drugi način, odnosno, uticaj je parametar koji pokazuje koliko je tvoj brend zastupljen u svakodnevnom životu tvojih klijenata.

Bilo bi poželjno da svoj rad izgradiš na temeljima pozitivnih vrednosti, iskustava i poruka koje ćeš preneti drugima.  Možeš čak i iz ove ideje da izvučeš najbolje i odeš korak dalje.

   Ne smeš pitanja koja se tiču uticaja prepustiti slučaju čak i kada se oslanjaš na više različitih faktora koji dobro funkcionišu zajedno. Objedini to sve zajedno i tvoj marketing će biti jači nego ikada.

  Kako tvoja priča utiče na marketing tvog ličnog brenda ?!

 

 

 

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