{"id":1415,"date":"2018-03-09T11:18:25","date_gmt":"2018-03-09T11:18:25","guid":{"rendered":"http:\/\/jonathanbjorkskog.com\/?p=1415"},"modified":"2018-03-09T11:18:25","modified_gmt":"2018-03-09T11:18:25","slug":"online-funnel-sources-channels-content-explained-model","status":"publish","type":"post","link":"https:\/\/jonathanbjorkskog.com\/fi\/online-funnel-sources-channels-content-explained-model","title":{"rendered":"Verkkosuppilo, l\u00e4hteet, kanavat ja sis\u00e4lt\u00f6 selitet\u00e4\u00e4n yhdess\u00e4 valtavassa mallissa."},"content":{"rendered":"

On paljon puhetta siit\u00e4, mik\u00e4 sis\u00e4lt\u00f6 on parasta, mik\u00e4 liikennel\u00e4hde on paras, mik\u00e4 sosiaalinen media antaa parhaan tuoton sijoitukselle, kuinka paljon sinun pit\u00e4isi k\u00e4ytt\u00e4\u00e4 AdWordsiin, millaisia sanoja sinun pit\u00e4isi ostaa, mist\u00e4 ei seo<\/a> ja mit\u00e4 kaikkea erilaista sis\u00e4lt\u00f6\u00e4 sinun pit\u00e4isi tehd\u00e4 sivustollesi ja sivustosi ulkopuolelle?<\/p>\n

Verkkomarkkinoinnin aloittelevalle, olipa kyse sitten B2B-markkinoinnista, s\u00e4hk\u00f6isest\u00e4 kaupank\u00e4ynnist\u00e4 tai toimistosta, on helppo vain sortua yhteen alaan ja seurata sokeasti sit\u00e4, mit\u00e4 kyseisen alan vaikuttajat opettavat. Erikoistumisessa ei ole mit\u00e4\u00e4n v\u00e4\u00e4r\u00e4\u00e4, ja yhden alan asiantuntijaksi tuleminen on usein parempi vaihtoehto kuin tiet\u00e4\u00e4 v\u00e4h\u00e4n kaikesta, mutta sinun on tiedett\u00e4v\u00e4, mihin kokonaisuuteen osaamisesi sopii. Sama p\u00e4tee my\u00f6s markkinoinnin ostajan kohdalla, nyky\u00e4\u00e4n saattaa olla vaikea tiet\u00e4\u00e4 mihin kannattaa keskitty\u00e4 ja mik\u00e4 antaa oikeanlaisia tuloksia.<\/p>\n

N\u00e4iden asioiden selitt\u00e4miseen on olemassa joitakin malleja, ja t\u00e4ss\u00e4 on yksi yhdess\u00e4 kollegani Jonin kanssa tehty malli, joka yritt\u00e4\u00e4 visualisoida kokonaiskuvaa. Selit\u00e4n sen teille, kommentoikaa vapaasti tai kertokaa omia ajatuksianne tai malleja. T\u00e4ss\u00e4 se on:<\/p>\n

\"\"<\/div>\n

Liikennel\u00e4hteet<\/h3>\n

Meill\u00e4 on kahdenlaisia liikennel\u00e4hteit\u00e4, A: Haku (keltainen \/ oranssi), joka on enimm\u00e4kseen Google Organic ja AdWords, ja C: \"Kohdennettu n\u00e4ytt\u00f6<\/em>\" (sininen), joka on useimmiten Facebook, Instagram ja YouTube. N\u00e4ill\u00e4 kanavilla tavoitamme todenn\u00e4k\u00f6isesti kaikki kohderyhm\u00e4mme j\u00e4senet.<\/p>\n

Suppilon ja sis\u00e4ll\u00f6n keskus<\/h3>\n

Vihre\u00e4, B; on kaiken keskipisteesi, verkkosivustosi tai verkkokauppasi.<\/p>\n

Mit\u00e4 oikeammalle kuvassa menn\u00e4\u00e4n, sit\u00e4 l\u00e4hemp\u00e4n\u00e4 vierailija on ostamassa.<\/p>\n

Aloitamme tarkastelemalla sivuston sis\u00e4lt\u00f6\u00e4. T\u00e4ss\u00e4 mallissa meill\u00e4 on kahdenlaista sis\u00e4lt\u00f6\u00e4: meill\u00e4 on sis\u00e4lt\u00f6\u00e4 ihmisten ongelmista ja haasteista (jotka tuotteemme\/palvelumme ratkaisisi), ja meill\u00e4 on sis\u00e4lt\u00f6\u00e4 ratkaisusta, joka usein on tuotteita, tuoteryhmi\u00e4, palveluja jne. Asioita, joiden kautta voit ostaa tai muuntaa.<\/p>\n

B1<\/strong>\u00a0on sis\u00e4lt\u00f6\u00e4 haasteista ja ongelmista ja niiden ratkaisemisessa auttamisesta. T\u00e4m\u00e4 on usein blogikirjoituksia, oppaita tai vastaavaa. Ideana on napata Googlen pitk\u00e4aikaista hakuliikennett\u00e4 ja ohjata heid\u00e4t t\u00e4nne, pitk\u00e4aikaista orgaanista (A1) tai melko halpaa AdWords-liikennett\u00e4 (A2), jota ei moni muu kohdista. Voit my\u00f6s ostaa Facebook-liikennett\u00e4 t\u00e4h\u00e4n vaiheeseen melko halvalla (C1). Tavoitteena on saada suuri osa liikenteest\u00e4 siirtym\u00e4\u00e4n seuraavaan vaiheeseen, ratkaisuun\/tuotteeseen (B2). Ihmiset, jotka j\u00e4\u00e4v\u00e4t pois (ne, jotka eiv\u00e4t siirry B2:een), segmentoidaan yleis\u00f6ksi, jota voidaan kuvata nimell\u00e4 \"on ongelma, ei katsonut ratkaisua<\/em>\" (C2) Analyticsin ja FB-pikselin kautta.<\/p>\n

Tuote\/ratkaisuosa<\/h3>\n

B2\u00a0<\/strong>on myym\u00e4si tai tarjoamasi asian sivut. N\u00e4it\u00e4 ovat tuotesivut tai tuoteryhm\u00e4sivut, palvelusivut ja liidien luomiseen tarkoitetut sivut. T\u00e4m\u00e4n sivun ainoa tavoite on, ett\u00e4 k\u00e4vij\u00e4 muuntaa, ostaa tuotteen tai pyyt\u00e4\u00e4 tarjousta jne. (ett\u00e4 h\u00e4n siirtyy B3-sivulle).<\/p>\n

T\u00e4h\u00e4n vaiheeseen saat liikennett\u00e4 Googlen orgaanisesta (A3) ja AdWordsista (A4). T\u00e4m\u00e4 on ihanteellista liikennett\u00e4 t\u00e4lle vaiheelle, sill\u00e4 ihmiset, jotka ovat etsineet ratkaisua tai tuotetta, ovat askeleen l\u00e4hemp\u00e4n\u00e4 ostamista kuin ne, jotka etsiv\u00e4t ongelmia. T\u00e4ll\u00e4 liikenteell\u00e4 on yleens\u00e4 hyv\u00e4 muuntokurssi, jos olet n\u00e4kyviss\u00e4 oikeilla sanoilla ja tuotteesi\/ratkaisusi sopii k\u00e4vij\u00f6ille. Haasteena on toisaalta se, ett\u00e4 t\u00e4ll\u00e4 alalla on paljon enemm\u00e4n kilpailijoita, jotka tekev\u00e4t hakukoneoptimointia ja ostavat liikennett\u00e4, ja AdWordsin klikkaushinnat saattavat olla 10 kertaa korkeammat kuin aiemmassa vaiheessa. Jos olet oikealla markkinaraolla ja sinulla on p\u00e4\u00e4sy loistavaan SEO- ja AdWords-optimointiin ja tarpeeksi suuret budjetit, t\u00e4m\u00e4 saattaa olla ainoa vaihe ja ainoa liikenne, jota tarvitset liiketoiminnan py\u00f6ritt\u00e4miseen. T\u00e4h\u00e4n keskityn henkil\u00f6kohtaisesti eniten, jos kilpailu-tilanne sallii viel\u00e4 riitt\u00e4v\u00e4n suuren ROI:n. Ja tekem\u00e4ll\u00e4 ainakin n\u00e4m\u00e4 asiat oikein p\u00e4\u00e4see jo hyvin pitk\u00e4lle.<\/p>\n

Saat my\u00f6s sis\u00e4ist\u00e4 liikennett\u00e4 t\u00e4h\u00e4n vaiheeseen suppilon aiemmasta vaiheesta, niist\u00e4, jotka tekiv\u00e4t sen, mit\u00e4 halusimme ongelma-\/haastevaiheessa.<\/p>\n

Kolmas tapa saada liikennett\u00e4 t\u00e4h\u00e4n vaiheeseen on Facebook \/ Instagram (C2), mainoksista ja sis\u00e4ll\u00f6st\u00e4, jotka kertovat ratkaisusta (joka on tuotteesi \/ palvelusi), joka on suunnattu \"on ongelma, ei katsonut ratkaisua<\/em>\" ryhm\u00e4.<\/p>\n

Nyt sinulla on joukko eritt\u00e4in kohdennettuja k\u00e4vij\u00f6it\u00e4 tuote-\/ratkaisusivuillasi. Tavoitteena on, ett\u00e4 he muuntuvat. Tosin t\u00e4\u00e4ll\u00e4kin on jonkin verran drop-offeja. Ehk\u00e4 he tarvitsevat aikaa p\u00e4\u00e4tt\u00e4\u00e4, ehk\u00e4 he vertailevat tuotteita monilta eri tarjoajilta, ehk\u00e4 ajoitus oli v\u00e4\u00e4r\u00e4 tai ehk\u00e4 heid\u00e4n lapsensa her\u00e4siv\u00e4t ja heid\u00e4n oli keskeytett\u00e4v\u00e4 suppilo. T\u00e4m\u00e4n vaiheen drop-offit siirtyv\u00e4t yleis\u00f6\u00f6n \"Tiet\u00e4v\u00e4t tuotteesta, eiv\u00e4t ostaneet\" (C3).<\/p>\n

My\u00f6s ne, jotka konvertoivat vaiheessa B2 (laittoivat tuotteen ostoskoriin, siirtyiv\u00e4t rekister\u00f6intisivulle jne.), mutta eiv\u00e4t saaneet konversiota p\u00e4\u00e4t\u00f6kseen (eiv\u00e4t p\u00e4\u00e4sseet kiitos-sivulle tai tulleet asiakkaaksi), kuuluvat t\u00e4h\u00e4n yleis\u00f6\u00f6n.<\/p>\n

T\u00e4lle yleis\u00f6lle julkaiset ja mainostat tuotteesi etuja, yrityksen etuja, ostosyit\u00e4, tarjouksia, arvosteluja tai testej\u00e4 Facebookissa \/ Instagramissa ja YouTubessa (C3). Liikenteen tavoite on sama, heid\u00e4n on saatava uusi mahdollisuus konvertoida, koska he eiv\u00e4t tehneet sit\u00e4 edellisell\u00e4 kerralla.<\/p>\n

Asiakkaat<\/h3>\n

Viimeinen vaihe ovat asiakkaat. Ne, jotka meniv\u00e4t loppuun asti. Saatat ajatella, ett\u00e4 he ovat nyt poissa suppilosta, koska he ovat suorittaneet sen loppuun, mutta mik\u00e4\u00e4n ei voisi olla v\u00e4\u00e4r\u00e4ss\u00e4. T\u00e4m\u00e4 ryhm\u00e4 on ostanut jotain, ja he voivat ostaa uudelleen. T\u00e4m\u00e4 ryhm\u00e4 voi suositella yst\u00e4vi\u00e4. T\u00e4st\u00e4 ryhm\u00e4st\u00e4 sinulla on uskomaton m\u00e4\u00e4r\u00e4 tietoa, jota voit k\u00e4ytt\u00e4\u00e4 muiden ryhmien hienos\u00e4\u00e4t\u00f6\u00f6n, samankaltaisten ryhmien luomiseen, teko\u00e4lyn palasten poimimiseen ja samankaltaisten l\u00f6yt\u00e4miseen jne.<\/p>\n

Hyv\u00e4 sis\u00e4lt\u00f6 (mainokset), jota voit n\u00e4ytt\u00e4\u00e4 t\u00e4lle yleis\u00f6lle Facebookissa, Instagramissa ja s\u00e4hk\u00f6postissa (C4), on erityiset asiakastarjoukset, k\u00e4teispalautus yst\u00e4vien suosittelusta ja kaikki, mik\u00e4 lis\u00e4\u00e4 heid\u00e4n elinkaariarvoaan ja saa heid\u00e4t tulemaan l\u00e4hettil\u00e4\u00e4ksi, joka puhuu sinusta hyv\u00e4\u00e4 ja suosittelee sinua muille.<\/p>\n

On luultavasti paljon muitakin vaiheita, kohderyhmi\u00e4 ja l\u00e4hteit\u00e4, mutta suurin osa verkossa luomastasi sis\u00e4ll\u00f6st\u00e4 ja mainoksista sopii johonkin n\u00e4ist\u00e4. Keskeist\u00e4 on tuntea suppilot, pit\u00e4\u00e4 verkkosivusto keskipisteen\u00e4 ja tiet\u00e4\u00e4 liikennel\u00e4hteiden rooli suppilon eri vaiheissa.<\/p>\n

Seuraava vaihe on lis\u00e4t\u00e4 arvot kaikkeen. Mutta siit\u00e4 lis\u00e4\u00e4 toisella kertaa.<\/p>\n

Emme edes puhuneet viel\u00e4 siit\u00e4, miten voit rakentaa teko\u00e4lyn tuottamia, l\u00e4hentymiseen t\u00e4ht\u00e4\u00e4vi\u00e4 kaksoisolentoja tai hienos\u00e4\u00e4t\u00e4\u00e4 tarjouksia ja AdWords-asemia asiakastietojen perusteella. :) Se oli hyvin teoreettista. Emme my\u00f6sk\u00e4\u00e4n k\u00e4sitelleet sit\u00e4, miten vaiheita ja segmenttej\u00e4 voidaan automatisoida.<\/p>\n

* Vastuuvapauslauseke: Vaikka kaikki t\u00e4m\u00e4 on j\u00e4rjestetty loistavasti, se ei silti auta, jos tuotteesi\/palvelusi on surkea.<\/p>\n

Onko sinulla ajatuksia tai kommentteja tai t\u00e4ysin erilaisia n\u00e4kemyksi\u00e4 aiheesta, kommentoi rohkeasti! Jos haluat tiet\u00e4\u00e4 lis\u00e4\u00e4 siit\u00e4, miten t\u00e4m\u00e4 tapa perustaa verkkomarkkinointi sopisi yrityksellesi, \u00e4l\u00e4 ep\u00e4r\u00f6i ottaa yhteytt\u00e4 minuun ja min\u00e4 tai joku kollegoistani tulee mielell\u00e4\u00e4n k\u00e4ym\u00e4\u00e4n ja kertomaan lis\u00e4\u00e4!<\/p>","protected":false},"excerpt":{"rendered":"

On paljon puhetta siit\u00e4, mik\u00e4 sis\u00e4lt\u00f6 on parasta, mik\u00e4 liikennel\u00e4hde on paras, mik\u00e4 sosiaalinen media antaa parhaan tuoton sijoitukselle, kuinka paljon sinun pit\u00e4isi k\u00e4ytt\u00e4\u00e4 AdWordsiin, millaisia sanoja sinun pit\u00e4isi ostaa, mihin seo sopii, ja mit\u00e4 kaikkea erilaista erilaista sis\u00e4lt\u00f6\u00e4 pit\u00e4isi...<\/p>","protected":false},"author":1,"featured_media":1416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[59,60],"tags":[],"class_list":["post-1415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-social-media"],"yoast_head":"\nThe online funnel, sources, channels and content explained in one huge model - Jonathan Bj\u00f6rkskog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jonathanbjorkskog.com\/fi\/online-funnel-sources-channels-content-explained-model\/\" \/>\n<meta property=\"og:locale\" content=\"fi_FI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The online funnel, sources, channels and content explained in one huge model - Jonathan Bj\u00f6rkskog\" \/>\n<meta property=\"og:description\" content=\"There’s a lot of talking about what content is the best, what source of traffic is the best, which social media gives the best return on investment, how much should you spend on AdWords, what kind of words should you buy, where does seo fit in, and what about all kind of different content should...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jonathanbjorkskog.com\/fi\/online-funnel-sources-channels-content-explained-model\/\" \/>\n<meta property=\"og:site_name\" content=\"Jonathan Bj\u00f6rkskog\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/Jonathan.Bjorkskog\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-09T11:18:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jonathanbjorkskog.com\/wp-content\/uploads\/2018\/03\/funnel-content.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1911\" \/>\n\t<meta property=\"og:image:height\" content=\"1050\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jonathan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/JonathanBJ\" \/>\n<meta name=\"twitter:label1\" content=\"Kirjoittanut\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jonathan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Arvioitu lukuaika\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minuuttia\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model\"},\"author\":{\"name\":\"Jonathan\",\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/#\\\/schema\\\/person\\\/dc27f073951abad63af3a5988d59cad0\"},\"headline\":\"The online funnel, sources, channels and content explained in one huge model\",\"datePublished\":\"2018-03-09T11:18:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model\"},\"wordCount\":1261,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/wp-content\\\/uploads\\\/2018\\\/03\\\/funnel-content.png\",\"articleSection\":[\"SEO\",\"Social media\"],\"inLanguage\":\"fi\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model\",\"url\":\"https:\\\/\\\/jonathanbjorkskog.com\\\/online-funnel-sources-channels-content-explained-model\",\"name\":\"The online funnel, sources, channels and content explained in one huge model - 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