{"id":737,"date":"2021-11-10T10:32:31","date_gmt":"2021-11-10T10:32:31","guid":{"rendered":"https:\/\/www.goodprofits.online\/?p=737"},"modified":"2022-05-05T08:27:27","modified_gmt":"2022-05-05T08:27:27","slug":"inbound-marketing-estrategia-fundraising-digital","status":"publish","type":"post","link":"https:\/\/www.goodprofits.online\/ca\/inbound-marketing-estrategia-fundraising-digital\/","title":{"rendered":"Qu\u00e8 \u00e9s l&#8217;Inbound Marketing i com aplicar-ho a la teva estrat\u00e8gia de fundraising digital"},"content":{"rendered":"<p>Inbound Marketing . Aquest \u00e9s un concepte que segurament moltes vegades hem escoltat. Per\u00f2 sabem qu\u00e8 \u00e9s el que realment implica? En aquest article veurem qu\u00e8 \u00e9s exactament l&#8217;Inbound Marketing, per qu\u00e8 \u00e9s la metodologia m\u00e9s utilitzada en marketing i fundraising digital i els passos a seguir per desplegar una estrat\u00e8gia d&#8217;inbound marketing a la nostra organitzaci\u00f3 sense \u00e0nim de lucre.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>Uns primers conceptes<\/h2>\r\n<p>L&#8217;Inbound marketing \u00e9s una metodologia basada a fer servir t\u00e8cniques de marketing i publicitat no intrusives. Aix\u00f2 significa deixar de banda totes aquelles accions que interrompen la vida del nostre col\u00b7laborador o beneficiari potencial, i estar disponibles per a ell en el moment en qu\u00e8 est\u00e0 interessat en la nostra causa o vol saber m\u00e9s sobre el tema. A trav\u00e9s de l&#8217;Inbound Marketing ens centrarem a generar continguts interessants per a la nostra audi\u00e8ncia. Per aix\u00f2 \u00e9s imprescindible entendre qu\u00e8 \u00e9s el que valora el nostre p\u00fablic i quines s\u00f3n les seves necessitats.<\/p>\r\n<p>L&#8217;objectiu d&#8217;aquesta metodologia \u00e9s atraure el nostre p\u00fablic potencial i acompanyar-lo en tot el proc\u00e9s, des de la cerca d&#8217;all\u00f2 que us interessa fins a la conversi\u00f3 final (inscripci\u00f3, desc\u00e0rrega d&#8217;un contingut, donaci\u00f3&#8230;).<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>Un canvi de paradigma<\/h2>\r\n<p>El que ens diu l&#8217;inbound marketing \u00e9s que la nostra organitzaci\u00f3 no ha de trucar a la porta d&#8217;una persona o explicar-li res quan fa altres coses. Per contra, hem de focalitzar tots els nostres esfor\u00e7os a generar material que atregui el nostre p\u00fablic, que el faci venir a nosaltres en el moment adequat, quan al nostre p\u00fablic li vagi b\u00e9 fer-ho, sense interrompre&#8217;l, ni molestar-lo. En aquest sentit, aquest nou paradigma de l&#8217;entorn digital \u00e9s totalment oposat al de canals com el face to face o el telemarketing.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>Per qu\u00e8 hauries de desplegar una estrat\u00e8gia aix\u00ed?<\/h2>\r\n<p>En primer lloc, perqu\u00e8 posa el focus a l&#8217;usuari\/col\u00b7laborador potencial. Fa que ens concentrem en qu\u00e8 \u00e9s el que cerca i com podem respondre aquesta demanda des de la nostra organitzaci\u00f3.<\/p>\r\n<p>Perqu\u00e8 genera actius que tenen valor en ells mateixos. Quan redactem un article, aconsellem o simplement informem sobre una q\u00fcesti\u00f3, estem generant continguts que aporten un valor a la nostra web, i que es mantindran al llarg del temps. Aix\u00f2, a m\u00e9s d&#8217;augmentar l&#8217;oferta de continguts pels nostres visitants, ajudar\u00e0 a millorar el posicionament del nostre web a Google i ens aportar\u00e0 m\u00e9s visites de p\u00fablic objectiu.<\/p>\r\n<p>A m\u00e9s, \u00e9s una inversi\u00f3 a llarg termini. \u00c9s probable que no vegem els efectes d&#8217;una estrat\u00e8gia aix\u00ed de manera immediata, i per aix\u00f2 hem de ser constants. Mitjan\u00e7ant l&#8217;inbound marketing aconseguirem enfortir la nostra organitzaci\u00f3 a mitj\u00e0 termini, assegurant una din\u00e0mica de creixement sostingut.<\/p>\r\n<p>Perqu\u00e8 la feina de generar continguts, esdeveniments, serveis, etc. de qualitat i optimitzats per al p\u00fablic objectiu de la meva organitzaci\u00f3 et permetr\u00e0:<\/p>\r\n<ul>\r\n\t<li>Augmentar la quantitat d&#8217;interaccions i l&#8217;abast de la teva causa.<\/li>\r\n\t<li>Augmentar la quantitat de leads utilitzant esdeveniments i continguts com a font de captaci\u00f3 de p\u00fablic objectiu.<\/li>\r\n\t<li>Fer cr\u00e9ixer, optimitzar i mantenir actualitzada la base de dades de la teva organitzaci\u00f3. Disposar d&#8217;una comunitat de simpatitzants ser\u00e0 la base de l&#8217;\u00e8xit de campanyes i accions futures. Mantenir una audi\u00e8ncia fidel i interessada en la nostra causa i en all\u00f2 que aporta la nostra entitat, esdevindr\u00e0 l&#8217;actiu m\u00e9s important de l&#8217;organitzaci\u00f3.<\/li>\r\n\t<li>Posicionar la teva organitzaci\u00f3. Tots aquells continguts que generem ens serviran per mostrar quina organitzaci\u00f3 som, quins s\u00f3n els nostres valors, objectius, etc. i per conv\u00e8ncer els nostres col\u00b7laboradors potencials que val la pena recolzar-nos.<\/li>\r\n\t<li>Branding i storytelling. Construir una marca forta sobre la qual treballar estrat\u00e8gies de marketing digital ens permetr\u00e0 augmentar notablement els percentatges de conversi\u00f3 i engagement. Tot gr\u00e0cies a construir una relaci\u00f3 aut\u00e8ntica amb la nostra audi\u00e8ncia i enfortir el reconeixement de marca.<\/li>\r\n<\/ul>\r\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-1218 size-full\" src=\"https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/inbound-mkt-img-a-1200x800-1.jpg\" alt=\"\" width=\"1200\" height=\"800\" srcset=\"https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/inbound-mkt-img-a-1200x800-1.jpg 1200w, https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/inbound-mkt-img-a-1200x800-1-300x200.jpg 300w, https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/inbound-mkt-img-a-1200x800-1-1024x683.jpg 1024w, https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/inbound-mkt-img-a-1200x800-1-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>Com aplicar l&#8217;inbound marketing a la teva estrat\u00e8gia de fundraising digital?<\/h2>\r\n<p>Mitjan\u00e7ant la metodologia de l&#8217;inbound marketing establim tres fases (objectius) mitjan\u00e7ant les quals prioritzem i estructurem tots els nostres esfor\u00e7os al canal digital.<\/p>\r\n<h3>Fase 1. Atreure<\/h3>\r\n<p>Com hem comentat anteriorment, hem d&#8217;identificar aquells temes que interessen al nostre p\u00fablic potencial i on puguem aportar valor. Utilitzar el nostre bloc, el posicionament en cercadors, el social media i la publicitat digital, per distribuir aquests continguts de manera que arribin al nostre target en el moment adequat i puguem atreure&#8217;l cap a la nostra web, on es produir\u00e0 la segona fase, la conversi\u00f3.<\/p>\r\n<p>\u00c9s de vital import\u00e0ncia treballar el posicionament a Google de la nostra organitzaci\u00f3 per poder arribar al nostre p\u00fablic, aix\u00ed com distribuir contingut i convertir-nos en un referent en xarxes socials per guanyar notorietat i generar tr\u00e0nsit cap a la nostra web.<\/p>\r\n<h3>Fase 2. Convertir<\/h3>\r\n<p>Si tenim \u00e8xit amb la primera fase i estem generant visites web de qualitat del nostre p\u00fablic objectiu, el seg\u00fcent repte \u00e9s aconseguir que el nombre m\u00e9s gran d&#8217;aquestes visites es converteixin en leads (que ens donin les seves dades de contacte perqu\u00e8 puguem comunicar-nos amb ells a futur). Per aix\u00f2 utilitzarem eines com a formularis web, calls-to-action (trucades a l&#8217;acci\u00f3 de l&#8217;usuari), landing pages (p\u00e0gines d&#8217;entrada a la nostra web especialment pensades per convertir tr\u00e0nsit des d&#8217;una campanya o acci\u00f3 determinada) o comunitats online a les quals es pugui accedir previ registre. En general, continguts, esdeveniments i serveis pels quals el visitant estigui disposat a donar-nos les dades. La nostra web ha d&#8217;induir el visitant a fer un pas m\u00e9s enll\u00e0 i establir una relaci\u00f3 amb la nostra organitzaci\u00f3. En aquest pas \u00e9s innegable la import\u00e0ncia de certes eines com poden ser aquelles destinades a la gesti\u00f3 de registres o els CRM, entre d&#8217;altres.<\/p>\r\n<h3>Fase 3. Enamorar<\/h3>\r\n<p>Un cop complerts els dos primers objectius, disposarem d&#8217;un bon nombre de persones que s&#8217;han vinculat d&#8217;alguna manera amb la nostra organitzaci\u00f3 i que esperen que ens hi comuniquem. Estarem generant una base de dades de persones que tindran diferents tipus de relacions amb nosaltres (i, en molts casos, m\u00e9s d&#8217;una alhora): voluntaris, simpatitzants, beneficiaris, donants, membres de la comunitat online, subscriptors de la newsletter&#8230;<\/p>\r\n<p>A la fase de fidelitzaci\u00f3 hem de desplegar estrat\u00e8gies per millorar l&#8217;engagement i augmentar el grau de vinculaci\u00f3 de la nostra audi\u00e8ncia. Per aix\u00f2, ser\u00e0 clau utilitzar eines com un programari de CRM, l&#8217;emailing, l&#8217;automatitzaci\u00f3 del marketing o continguts din\u00e0mics, que ens permetin una comunicaci\u00f3 amb el nostre p\u00fablic segmentada, amb el m\u00e0xim grau d&#8217;automatitzaci\u00f3 i personalitzaci\u00f3 possible: des d&#8217;un proc\u00e9s autom\u00e0tic de felicitaci\u00f3 pel dia d&#8217;aniversari fins a workflows de conversi\u00f3 a partir de certes accions que facin els nostres usuaris a la web.<\/p>\r\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-780\" src=\"https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/Atreure-Convertir-Enamorar.jpeg\" alt=\"\" width=\"928\" height=\"249\" srcset=\"https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/Atreure-Convertir-Enamorar.jpeg 928w, https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/Atreure-Convertir-Enamorar-300x80.jpeg 300w, https:\/\/www.goodprofits.online\/wp-content\/uploads\/2021\/11\/Atreure-Convertir-Enamorar-768x206.jpeg 768w\" sizes=\"(max-width: 928px) 100vw, 928px\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Inbound Marketing . Aquest \u00e9s un concepte que segurament moltes vegades hem escoltat. Per\u00f2 sabem qu\u00e8 \u00e9s el que realment implica? En aquest article veurem qu\u00e8 \u00e9s exactament l&#8217;Inbound Marketing, per qu\u00e8 \u00e9s la metodologia m\u00e9s utilitzada en marketing i fundraising digital i els passos a seguir per desplegar una estrat\u00e8gia d&#8217;inbound marketing a la [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu\u00e8 \u00e9s l&#039;Inbound Marketing i com aplicar-ho a la teva estrat\u00e8gia de fundraising digital - GoodProfits<\/title>\n<meta name=\"description\" content=\"GoodProfits - Qu\u00e8 \u00e9s l&#039;Inbound Marketing i com aplicar-ho a la teva estrat\u00e8gia de fundraising digital\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.goodprofits.online\/ca\/inbound-marketing-estrategia-fundraising-digital\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e8 \u00e9s l&#039;Inbound Marketing i com aplicar-ho a la teva estrat\u00e8gia de fundraising digital - 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