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Engajar para vender – Parte I

Você já ouviu falar de “Zona de Engajamento“?
Esse é um conceito que discuto no meu livro “Os 8Ps do Marketing Digital” e na minha aula online gratuita sobre integração digital. Nos próximos posts, vou lhe ensinar como utilizar essa técnica para aumentar em muito suas vendas.Vendas, atualmente, com tantas opções e concorrentes, significa basicamente relacionamento com seu público-alvo. Quando você se relaciona com uma marca, ela lhe parecerá cada mais familiar, As pessoas tendem a confiar (e comprar) mais nas marcas que fazem parte da sua vida do que nas marcas que lhe são desconhecidas. O segredo das vendas é relacionamento. Agora que provavelmente você já concordou com o “o que”, a pergunta, porém, parece estar no “como”.
Como desenvolver esse relacionamento? Criando a sua Zona de Engajamento, também chamada de Zona de Relacionamento.Tecnicamente, uma Zona de Engajamento é um conjunto de locais virtuais (sites, fan page, caixa de e-mails, twitter etc.) nos quais sua marca está presente e se relaciona com quem estiver lá também, logo, para iniciar essa estratégia, você precisa atrair o seu mercado – que está disperso – para alguns poucos lugares dos quais você tem o controle das ações.

Imagine que você tenha uma empresa B2B que venda soluções em ergonomia para outras empresas. O primeiro passo é entender o que é mais relevante para seu público-alvo. Se tratando de empresas, algo que sempre agrada é falar de produtividade. Crie um “white paper” com o título “Os 10 Segredos da Ergonomia de seus Móveis para Aumentar a Produtividade da sua Equipe em até 40%” (tirei essa porcentagem dessa reportagem). Um white paper é uma estratégia poderosa em negócios B2B (Veja alguns exemplos de white papers).

Tais documentos estarão disponíveis para download, porém, para fazê-lo, o interessado deve deixar seu e-mail e outros dados que você desejar dele. Veja um exemplo do site Adgooroo.com que utiliza muito bem essa técnica. A partir do momento que um interessado deixar o seu e-mail para fazer o download do white paper, você enviará automaticamente o link para download do documento no e-mail dele, conseguindo dessa forma, não só o e-mail, mas também, a validação deste. De posse do e-mail do seu interessado ficará fácil continuar o relacionamento atraindo-o a partir de uma newsletter para seus outros locais virtuais – fan page, blog, Twitter etc, ou seja, engajá-lo cada vez mais na sua marca tornando-a mais familiar.

No próximo post vou lhe ensinar como configurar essa estratégia mesmo sem ter nenhum conhecimento de programação e quais ferramentas utilizar.

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Conrado Adolpho, empresário há 22 anos, é especialista em alavancagem rápida de micro e pequenas empresas. Formado em Marketing com especialização em Economia, autor, consultor, palestrante, estudioso de filosofia e ativista social. Idealizador do Método 8Ps - método de Marketing Digital e Vendas, que é utilizado hoje por diversas agências, faculdades e empresas por todo o Brasil, e instituições de alguns outros países. Tem como missão pessoal "Transformar o mundo através do empreendedorismo" e já ajudou mais de 8 mil pessoas através do treinamento Imersão 8Ps e impactou mais de 33 mil empresas através do Método 8Ps. Autor do best-seller brasileiro de marketing mais vendido do país e vendido também em Portugal: Os 8Ps do Marketing Digital.

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  1. Juliano em 15/01/12 às 09:42

    Gostei! E estou curioso com esse próximo post, porque programação não é minha área!

  2. […] o post “Engajar para vender – parte I“, vou falar hoje sobre as ferramentas que lhe permitem capturar mailing de uma maneira muito […]

  3. […] de Engajamento e sobre as ferramentas que lhe permitirão captar mailing (Relembre o conteúdo do primeiro e do segundo post). Agora você vai aprender sobre a página ideal para você inserir o seu […]

  4. […] de Engajamento e sobre as ferramentas que lhe permitirão captar mailing (Relembre o conteúdo do primeiro e do segundo post). Agora você vai aprender sobre a página ideal para você inserir o seu […]

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