{"id":11329,"date":"2016-05-17T10:54:04","date_gmt":"2016-05-17T10:54:04","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/it\/blog\/come-applicare-la-conversione-euristica-al-content-marketing\/"},"modified":"2020-02-08T19:44:02","modified_gmt":"2020-02-08T19:44:02","slug":"come-applicare-la-conversione-euristica-al-content-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/it\/blog\/come-applicare-la-conversione-euristica-al-content-marketing\/","title":{"rendered":"Come applicare la conversione euristica al Content Marketing"},"content":{"rendered":"

All’inizio di questo mese, abbiamo introdotto una nuova formula di marketing durante il MarketingSherpa Summit 2016. Si chiama conversione euristica, e prende la sua definizione dall\u2019obiettivo finale: la conversione.<\/span><\/p>\n

\n

C = 4m + 3V + 2 (se) – 2a<\/span><\/p>\n<\/blockquote>\n

Il modo migliore per capire la formula non \u00e8 dall\u2019inizio tramite la lettera “C” che sta per conversione – ma esattamente dall’estremit\u00e0 opposta; 2a dove la formula inizia con “a” che sta per ansia.<\/span><\/p>\n

Quindi, che cosa significa esattamente l’ansia? Quando si tratta di email marketing<\/a>, non si pu\u00f2 vendere prodotti con una email; si pu\u00f2 vendere solo clic. Cos\u00ec, quando un consumatore sar\u00e0 davanti alla vostra campagna email questa dovr\u00e0 avere un senso. Tutti gli sforzi devono convergere verso il punto di conversione. Nell’email marketing la grande “C” appare leggermente diversa da quello che fa, per esempio, sulla tua pagina web.<\/span><\/p>\n

Quando il lettore \u00e8 nella email e vede il vostro messaggio, l’obiettivo non \u00e8 quello di convincerli a comprare il prodotto. L’acquisto del prodotto significherebbe che sono gi\u00e0 sul tuo sito web, hanno messo gli articoli nel carrello e sono in procinto di acquistare, o sono pronti a prendere il telefono o contattarti via email. <\/span><\/p>\n

Sul tuo sito web, la conversione \u00e8 quasi il punto finale di contatto prima che il consumatore divenga un cliente e investa nel tuo marchio. In una campagna di email marketing, non si sta vendendo l’ultimo punto della conversazione. In una email della campagna di marketing, stai vendendo quel clic alla pagina di destinazione. Quella pagina di destinazione pu\u00f2 essere il vostro sito web, pu\u00f2 essere un ulteriore pagina del tuo funnel per farli convertire. Qualunque cosa sia, stai vendendo il clic.<\/span><\/p>\n

La prossima domanda \u00e8, come pu\u00f2 apparire l’ansia in una campagna di email marketing?<\/b><\/span><\/p>\n

In un ambiente di email marketing, l’ansia si presenta sotto forma di un clic. Il termine “euristica” in “conversione euristica” \u00e8 definito come permettere ad una persona di scoprire o imparare qualcosa per se stessa, che la guida attraverso un processo per raggiungere lo scopo. In quella vena di pensiero, ogni simbolo nell’equazione guida gli addetti al marketing a prendere in considerazione tutti gli elementi del processo decisionale prima che la conversione venga assicurata. Non avere questo significa che il lettore sta raggiungendo (o ha raggiunto) un punto di ansia – in altre parole, l’incertezza. L’ansia pu\u00f2 essere mossa da un certo numero di fattori.<\/span><\/p>\n

I punti pi\u00f9 comuni di ansia in una campagna di email marketing sono da attribuirsi al contenuto. Le persone pensano al design o alla marca, ma non al suo contenuto. Prima di tutto non dovrebbe essere necessario chiamare in causa Sherlock Holmes per capire quello che stai dicendo. Il contenuto deve essere chiaro e conciso, rispondere alle domande di cosa, perch\u00e9, e chi.<\/span><\/p>\n

E mentre alcune aziende rispondono a questa domanda, perdono ogni immaginazione. L’email marketing non \u00e8 diverso rispetto a qualsiasi altro tipo di marketing quando si tratta della distribuzione – il che significa che la gente vuole ancora essere corteggiata. Dovreste disporre le informazioni su un piatto e porgere quella poltiglia al vostro lettore, o attraverso un tono che evochi pigrizia o panico. Non \u00e8 affascinante, ma entrambi fanno scatenare ansia.<\/span><\/p>\n

Mantenere il vostro messaggio conciso e carino e lasciate che il modello, la grafica e il design complessivo racconti a qualcuno il “chi”. Tutto quello di cui ti devi preoccupare \u00e8 cosa e perch\u00e9. Se il contenuto \u00e8 pi\u00f9 lungo della solita email, dai alla persona la possibilit\u00e0 di cliccare un link diretto in modo da poter visitare la pagina o salvarlo per leggere il futuro. Offri una lista di elenchi puntati in cima o una sintesi che definisca i punti chiave nel contenuto. L’idea \u00e8 che solo perch\u00e9 si ha l’attenzione del lettore, non significa che non gli debba la cortesia di trattarlo come un ospite nel tuo spazio digitale. Valuta la loro presenza e il loro tempo per ridurre tutti gli attriti nella loro esperienza con il tuo marchio.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

All’inizio di questo mese, abbiamo introdotto una nuova formula di marketing durante il MarketingSherpa Summit 2016. 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Her work has been featured in the New York Times, Denver Post, the Oklahoman and Green Air Radio, among others."}]}},"_links":{"self":[{"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/posts\/11329","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/users\/309"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/comments?post=11329"}],"version-history":[{"count":0,"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/posts\/11329\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/media\/11330"}],"wp:attachment":[{"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/media?parent=11329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/categories?post=11329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/it\/wp-json\/wp\/v2\/tags?post=11329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}