{"id":1873,"date":"2014-04-29T00:08:14","date_gmt":"2014-04-28T22:08:14","guid":{"rendered":"https:\/\/www.b2binternationalgroup.com\/?p=1873"},"modified":"2017-09-14T17:27:14","modified_gmt":"2017-09-14T15:27:14","slug":"internet-marketing-per-il-b2b","status":"publish","type":"post","link":"https:\/\/b2binternationalgroup.com\/it\/blog\/internet-marketing-per-il-b2b\/","title":{"rendered":"Internet Marketing per il B2B"},"content":{"rendered":"<p><span style=\"font-size: small;\"><span style=\"font-size: small;\">Malgrado l&#8217;esplosione cruenta\u00a0della bolla\u00a0finanziaria delle dotcom, e il flop dei primi modelli di e-commerce, internet \u00e8 rimasto in piedi.<\/span><\/span> <span style=\"font-size: small;\"><span style=\"font-size: small;\">I gufi e i detrattori, dopo i primi &#8220;te l&#8217;avevo detto&#8221;, sono spariti, e<\/span><\/span> <span style=\"font-size: small;\"><span style=\"font-size: small;\">il tempo ha seguito il suo corso.<\/span><\/span><\/p>\n<p><a href=\"https:\/\/www.b2binternationalgroup.com\/wp-content\/uploads\/2014\/04\/Internet-Marketing_300x203.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft wp-image-2326 size-full\" src=\"https:\/\/www.b2binternationalgroup.com\/wp-content\/uploads\/2014\/04\/Internet-Marketing_300x203.png\" alt=\"Internet marketing\" width=\"300\" height=\"203\" \/><\/a>E cos\u00ec internet non\u00a0\u00e8 pi\u00f9 un mondo imperscrutabile, riservato solo ad\u00a0una casta di smanettoni,\u00a0ma \u00e8 invece entrato poco a poco nel nostro mondo lavorativo quotidiano.<\/p>\n<p>Principalmente grazie alla diffusione di tre strumenti:<\/p>\n<ul>\n<li>i motori di ricerca, per cercare informazioni<\/li>\n<li>le email, per mandare o chiedere informazioni<\/li>\n<li>i social media, per comunicare, relazionarsi, svagarsi<\/li>\n<\/ul>\n<p><span style=\"font-size: small;\"><span style=\"font-size: small;\">Ogni giorno ad esempio su Google vengono effettuate non meno di 250 milioni di ricerche.<br \/>\nCi\u00f2 vuol dire che, o<\/span><\/span><span style=\"font-size: small;\"><span style=\"font-size: small;\">gni secondo, 3.000 persone effettuano una ricerca, per\u00a0acquisire informazioni o per comprare qualcosa:<br \/>\n<\/span><\/span>1 secondo, 3.000 ricerche&#8230;<br \/>\n2 secondi, 3.000 ricerche&#8230;<br \/>\n3 secondi, ancora altre 3.000 ricerche&#8230;<br \/>\ne cos\u00ec via, ogni giorno, 180.000 persone al minuto, giorno e notte, sabato e domenica inclusi.<\/p>\n<p>Internet ha dunque ormai assunto un ruolo ben definito e utile per qualunque impresa.<br \/>\nIl punto quindi non \u00e8 pi\u00f9 <span style=\"text-decoration: underline;\"><strong>SE<\/strong><\/span> il web possa aiutare le aziende, ma <span style=\"text-decoration: underline;\"><strong>COME<\/strong><\/span> queste possano sfruttarlo al meglio per lo sviluppo del business.<\/p>\n<p align=\"center\"><strong>Ma in cosa consiste, allora, questo &#8220;internet marketing&#8221; di cui tutti parlano?<\/strong><\/p>\n<p>Al di l\u00e0 di tutta la filosofia e dei luoghi comuni, <strong><span style=\"color: black;\"><em>internet non \u00e8 altro che un\u00a0mezzo, un MEDIA appunto, con cui fare marketing.<\/em><\/span><\/strong>\u00a0Ovverosia, per\u00a0posizionarsi sul mercato, farsi conoscere, promuovere prodotti e servizi, trovare e farsi trovare dai clienti.<\/p>\n<p>Una volta\u00a0c&#8217;erano la pubblicit\u00e0 sui media tradizionali (TV, radio, giornali, riviste), le fiere, il direct marketing cartaceo, le Pagine Gialle, il telemarketing. Senza dimenticare, ovviamente, il ruolo fondamentale delle reti vendita, che avevano lo scopo di informare e di vendere.<\/p>\n<p>Oggi, accanto a questi mezzi classici (che\u00a0rimangono),\u00a0le aziende possono sfruttare anche tutto ci\u00f2 che internet mette a disposizione.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Quali sono, in concreto, i blocchi costitutivi dell&#8217; internet marketing?<\/strong><\/h2>\n<p>Per le aziende che operano nel business-to-business, i componenti fondamentali di una efficace strategia di internet marketing sono\u00a0riconducibili principalmente a\u00a04\u00a0grandi categorie (omettiamo di addentrarci per il momento nei Social Media, che costituiscono una quinta categoria sulla quale torneremo in un altro articolo):<\/p>\n<p>1. anzitutto il <strong>sito web<\/strong>, che pu\u00f2 essere un venditore in pi\u00f9. Un sito ben fatto, infatti:<br \/>\n&#8211; attrae visitatori<br \/>\n&#8211; li informa<br \/>\n&#8211; li &#8220;educa&#8221;<br \/>\n&#8211; li qualifica<br \/>\n&#8211; ispira\u00a0loro fiducia<br \/>\ne quindi in ultima analisi aiuta l&#8217;azienda a vendere.<\/p>\n<p>Per un primo approfondimento sul ruolo del sito web, leggi questo articolo del blog:<br \/>\n<a title=\"Trasforma il sito web nel tuo miglior venditore\" href=\"https:\/\/www.b2binternationalgroup.com\/it\/blog\/trasforma-il-sito-web-nel-tuo-miglior-venditore\/\">Trasforma il sito web nel tuo miglior venditore<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: black;\">2. poi, uno strumento per generare (a pagamento) traffico di visitatori verso il sito: si tratta del\u00a0<strong>Pay Per Click<\/strong>, in primis tramite Google AdWords.<br \/>\n<\/span>Sono come noto gli\u00a0annunci pubblicitari a pagamento per comparire in 1a pagina su Google<span style=\"color: #000080;\"><span style=\"color: #000000;\">.<br \/>\n<\/span><\/span>Lo citiamo per secondo solo perch\u00e9 \u00e8 uno strumento che d\u00e0\u00a0gratificazione\u00a0immediata: se hai un sito che vende bulloni, e vuoi che chi cerca bulloni ti trovi, col Pay Per Click puoi ottenere questo risultato in 5 minuti.<br \/>\n<span class=\"Apple-style-span\" style=\"color: #000000;\">Poich\u00e9 genera traffico di visitatori verso il sito, il Pay Per Click\u00a0\u00e8 una forma di lead generation.<\/span><\/p>\n<p>Per un approfondimento sull&#8217;uso del Pay Per Click, leggi questo articolo del blog:<br \/>\n<a title=\"Lead generation col Pay Per Click di Google AdWords\" href=\"https:\/\/www.b2binternationalgroup.com\/it\/blog\/lead-generation-col-pay-per-click-di-google-adwords\/\">Lead generation col Pay Per Click di Google AdWords<\/a><\/p>\n<div><\/div>\n<p><span style=\"color: black;\"><span style=\"color: #000080;\"><span style=\"color: #000000;\">3.\u00a0\u00a0l&#8217;altro strumento per eccellenza per generare traffico verso il sito \u00e8 il cosiddetto <strong>SEO (Search Engine Optimization).<\/strong><br \/>\nPoich\u00e9 genera traffico di visitatori verso il sito, anch&#8217;esso \u00e8 una forma di lead generation.<br \/>\nMa mentre\u00a0il Pay Per Click \u00e8 uno strumento a pagamento, il SEO \u00e8 gratis.\u00a0Ci\u00f2\u00a0\u00a0significa che qualunque sito pu\u00f2 teoricamente finire in prima pagina, sulla base di una serie\u00a0di requisiti ma comunque senza dover sborsare un centesimo.<\/span><\/span><\/span><\/p>\n<p>Per ulteriori informazioni sul\u00a0SEO, leggi questo articolo del blog:<br \/>\n<a title=\"Lead generation tramite SEO \u2013 Trovare nuovi clienti con la Search Engine Optimization\" href=\"https:\/\/www.b2binternationalgroup.com\/it\/blog\/lead-generation-tramite-seo-trovare-nuovi-clienti-con-la-search-engine-optimization\/\">Lead generation tramite SEO \u2013 Trovare nuovi clienti con la Search Engine Optimization<\/a><\/p>\n<div><\/div>\n<p><span style=\"color: black;\"><span style=\"color: #000080;\"><span style=\"color: black;\">4. il quarto componente \u00e8 l&#8217;<strong>email marketing<\/strong>.<br \/>\nL&#8217;email marketing \u00e8 uno strumento multifunzione, come due facce di una stessa moneta:<br \/>\n&#8211; pu\u00f2 essere utilizzato come strumento di lead generation, per far s\u00ec che un destinatario diventi un <em>lead<\/em><br \/>\n&#8211; e pu\u00f2 essere utilizzato come strumento di lead nurturing, per convertire un lead in un <em>prospect<\/em><\/span><\/span><\/span><\/p>\n<p>Per\u00a0ulteriori informazioni sull&#8217;email marketing, leggi questo articolo del blog:<br \/>\n<a title=\"Email marketing per lead generation e lead nurturing\" href=\"https:\/\/www.b2binternationalgroup.com\/it\/blog\/email-marketing-per-lead-generation-e-lead-nurturing\/\">Email marketing per lead generation e lead nurturing<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Combinando\u00a0questi strumenti, ogni azienda pu\u00f2:<\/p>\n<ul>\n<li>\n<div><span style=\"font-family: Verdana;\">acquisire nuovi clienti, lasciando che siano loro a\u00a0trovarla, e non viceversa<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-family: Verdana;\">ricevere ogni mattina nella casella di posta nuovi lead di possibili clienti che chiedono informazioni<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-family: Verdana;\">acquisire ordini 24 ore su 24, 365 giorni all\u2019anno<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-family: Verdana;\">fare ricerche di mercato<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-family: Verdana;\">testare\u00a0di mercato prima del lancio di un nuovo prodotto<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-family: Verdana;\">oppure addirittura trovare il nome migliore da dare ad un nuovo prodotto<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-family: Verdana;\">ed\u00a0infine automatizzare il\u00a0marketing, creando una macchina in grado di fare da sola molte cose: attrarre clienti, informarli, instaurare una comunicazione costante, accrescere la credibilit\u00e0 aziendale ai loro occhi, sviluppare progressivamente un rapporto di fiducia nei\u00a0suoi confronti, fino alla decisione di acquistare i\u00a0suoi prodotti o servizi.<\/span><\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>Vuoi vedere come inserire l&#8217;internet marketing nelle tue strategie commerciali? <\/strong><\/p>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/www.b2binternationalgroup.com\/prenota\">Descrivi qui la tua esigenza<\/a><\/strong><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #ffffff;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #ffffff;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #ffffff;\">.<\/span><\/p>\n<p style=\"text-align: center;\">\n","protected":false},"excerpt":{"rendered":"<p>Malgrado l&#8217;esplosione cruenta\u00a0della bolla\u00a0finanziaria delle dotcom, e il flop dei primi modelli di e-commerce, internet \u00e8 rimasto in piedi. I gufi e i detrattori, dopo i primi &#8220;te l&#8217;avevo detto&#8221;, sono spariti, e il tempo ha seguito il suo corso. E cos\u00ec internet non\u00a0\u00e8 pi\u00f9 un mondo imperscrutabile, riservato solo ad\u00a0una casta di smanettoni,\u00a0ma \u00e8 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2326,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"facebook_10217992583913499_886210664750371":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[59],"tags":[],"class_list":["post-1873","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing-digitale","entry"],"yoast_head":"<!-- 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