{"id":3292,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/jake-marketingove-kanaly-lze-vyuzit\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"jake-marketingove-kanaly-lze-vyuzit","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/jake-marketingove-kanaly-lze-vyuzit\/","title":{"rendered":"Jak\u00e9 marketingov\u00e9 kan\u00e1ly lze vyu\u017e\u00edt?"},"content":{"rendered":"<h1>SEO &#8211; Optimalizace pro vyhled\u00e1va\u010de<\/h1>\n<p>\tSEO je nejp\u0159irozen\u011bj\u0161\u00ed cesta jak roz\u0161\u00ed\u0159it pov\u011bdom\u00ed o tom, co d\u011bl\u00e1te a nab\u00edz\u00edte. Plat\u00ed zde velmi jednoduch\u00e1 rovnice. Pokud jste vid\u011bt, m\u00e1te podstatnou v\u00fdhodu a jistotu relevantn\u011b propagovat Va\u0161e slu\u017eby a produkty. B\u00fdt ale p\u0159irozen\u011b vid\u011bt nen\u00ed tak jednoduch\u00e9 jak se na prvn\u00ed pohled zd\u00e1. SEO je br\u00e1no za jeden z nejt\u011b\u017e\u0161\u00edch a nejkomplexn\u011bj\u0161\u00edch kan\u00e1l\u016f. Do posledn\u00ed f\u00e1ze, kde budete opravdu vid\u011bt a lid\u00e9 si o V\u00e1s budou i pov\u00eddat a br\u00e1t V\u00e1s jako autoritu v oboru, vede dlouh\u00e1 a trnit\u00e1 cesta v z\u00e1vislosti na konkuren\u010dnosti oboru. Prim\u00e1rn\u011b m\u00e1te za c\u00edl obsadit p\u0159edn\u00ed pozice ve vyhled\u00e1va\u010d\u00edch. A nejen tam. Nap\u0159\u00edklad prvn\u00ed pozice ve firemn\u00edch z\u00e1pisech tak\u00e9 odehraj\u00ed svou d\u016fle\u017eitou roli.\u00a0<\/p>\n<p>\tP\u0159i vyhodnocen\u00ed dopad\u016f optimalizace bu\u010fte pozorn\u00ed. Pokud se budete d\u00edvat manu\u00e1ln\u011b do v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed, velmi pravd\u011bpodobn\u011b budou Va\u0161e v\u00fdsledky personalizovan\u00e9 a tak m\u016f\u017eete vid\u011bt jin\u00e9 v\u00fdsledky ne\u017e nap\u0159\u00edklad V\u00e1\u0161 kolega nebo p\u0159\u00edtel z jin\u00e9ho m\u011bsta. A je to i logick\u00e9. Vyhled\u00e1va\u010de se sna\u017e\u00ed personalizac\u00ed nab\u00eddnout co nejlep\u0161\u00ed v\u00fdsledky jednotliv\u00fdm vyhled\u00e1vaj\u00edc\u00edm. Vyhodnocujte tak pozice pomoc\u00ed n\u00e1stroj\u016f t\u0159et\u00edch stran. Nap\u0159\u00edklad pomoc\u00ed Marketing Mineru nebo Collabimu.<\/p>\n<p>\tPokud zvl\u00e1dnete proj\u00edt pom\u011brn\u011b dlouh\u00fdm a kontinu\u00e1ln\u00edm procesem SEO, \u010dek\u00e1 V\u00e1s zaslou\u017een\u00e1 a dlouhotrvaj\u00edc\u00ed odm\u011bna v podob\u011b p\u0159edn\u00edch pozic, vyt\u011b\u017een\u00ed relevantn\u00ed organick\u00e9 n\u00e1v\u0161t\u011bvnosti a hlavn\u011b autority v oboru. V\u0161e se na sebe za\u010dne nabalovat a pr\u016fb\u011b\u017en\u011b V\u00e1s budou jako autoritu sami n\u00e1v\u0161t\u011bvn\u00edci \u0161\u00ed\u0159it d\u00e1l, pokud si zachov\u00e1te renom\u00e9.<\/p>\n<h1>Obsahov\u00fd marketing<\/h1>\n<p>\tObsahov\u00fd marketing m\u00e1 velmi bl\u00edzko k SEO. vlastn\u011b s n\u00edm hodn\u011b souvis\u00ed, pracuje a sd\u00edl\u00ed svoji slo\u017eitost. Jist\u011b jste u\u017e n\u011bkdy sly\u0161eli, \u017ee obsah je kr\u00e1l. Je tomu tak i nad\u00e1le a pokud zvl\u00e1d\u00e1te publikovat kvalitn\u00ed obsah, mnohdy je\u0161t\u011b kvalitn\u011bj\u0161\u00ed ne\u017e kvalitn\u00ed, tak se d\u0159\u00edve nebo pozd\u011bji dostanete do pov\u011bdom\u00ed i se sv\u00fdmi slu\u017ebami \u010di produkty.\u00a0<\/p>\n<p>\tP\u0159i tvorb\u011b obsahu je nutn\u00e9 dr\u017eet se striktn\u011b relevantn\u00edho t\u00e9matu a odpov\u011bd\u011bt na n\u011bj v cel\u00e9 \u0161\u00ed\u0159i. Ide\u00e1ln\u011b l\u00e9pe ne\u017e konkurence. P\u0159i udr\u017een\u00ed relevance je d\u016fle\u017eit\u00e9, aby \u010dl\u00e1nek neztratil svou \u010ditelnost a dok\u00e1zal n\u00e1v\u0161t\u011bvn\u00edka chytit a nepustit. Nen\u00ed to jednoduch\u00e1 discipl\u00edna a opravdu m\u00e1lo lid\u00ed ji perfektn\u011b ovl\u00e1d\u00e1. Jak bylo zm\u00edn\u011bno p\u00e1r v\u011bt zp\u00e1tky, nevyhnete se ani nutnosti zn\u00e1t z\u00e1klady SEO. Sebelep\u0161\u00ed a \u010diteln\u011bj\u0161\u00ed \u010dl\u00e1nek se toti\u017e nedostane na o\u010di, pokud nebude spr\u00e1vn\u011b optimalizovan\u00fd a nebude tak vid\u011bt.\u00a0<\/p>\n<p>\tObsahov\u00fd marketing m\u00e1 ale dalek\u00fd p\u0159esah do v\u0161ech ostatn\u00edch kan\u00e1l\u016f. Relevantn\u00ed a \u010dtiv\u00e9 informace budete cht\u00edt pou\u017e\u00edt na webech, v ka\u017ed\u00e9m dal\u0161\u00edm newsletteru, ale i v kr\u00e1tk\u00fdch postech na soci\u00e1ln\u00edch s\u00edt\u00edch. Nepodce\u0148ujte tak jeho p\u0159\u00edpravu.\u00a0<\/p>\n<h1>PPC &#8211; Placen\u00e9 reklamn\u00ed kampan\u011b<\/h1>\n<p>\tPlacen\u00e9 reklamn\u00ed kampan\u011b, respektive platby za kliknut\u00ed (Pay Per Click) jsou jedn\u00edm z nejpou\u017e\u00edvan\u011bj\u0161\u00edch marketingov\u00fdch kan\u00e1l\u016f prakticky u v\u0161ech velikost\u00ed projektu. Zejm\u00e9na u vysoce konkuren\u010dn\u00edch obor\u016f, kde je obt\u00ed\u017en\u00e9 dostat se dop\u0159edu organicky a pot\u0159ebujete b\u00fdt rychleji na o\u010d\u00edch, je PPC ide\u00e1ln\u00ed cesta. V\u00fdsledky se dostavuj\u00ed v mnohem krat\u0161\u00edm \u010dase ne\u017e u SEO.<\/p>\n<p>PPC se d\u00e1 rozd\u011blit do dvou z\u00e1kladn\u00edch kategori\u00ed. Vyhled\u00e1vac\u00ed a obsahov\u00e1 s\u00ed\u0165. Ve vyhled\u00e1vac\u00ed s\u00edt\u00ed m\u00e1te mo\u017enost \u00fa\u010dastnit se aukce o prvn\u00ed pozice, ozna\u010den\u00e9 jako placen\u00e9. Ty jsou maxim\u00e1ln\u011b \u010dty\u0159i. M\u00e1te mo\u017enost zobrazit se v partnersk\u00fdch vyhled\u00e1va\u010d\u00edch, v n\u00e1kupech, v map\u00e1ch. Funkce zobrazen\u00ed reklamy je zalo\u017een\u00e1 na spu\u0161t\u011bn\u00ed hled\u00e1n\u00ed konkr\u00e9tn\u00edm u\u017eivatelem. Pokud Va\u0161e reklama souhlas\u00ed s dotazem ve vyhled\u00e1v\u00e1n\u00ed, je pak velmi pravd\u011bpodobn\u00e9, \u017ee se mu zobraz\u00edte.<\/p>\n<p>Obsahov\u00e1 s\u00ed\u0165 funguje trochu jinak. V obsahov\u00e9 s\u00edti se sna\u017e\u00edte oslovit n\u00e1v\u0161t\u011bvn\u00edky, kte\u0159\u00ed zat\u00edm nem\u011bli z\u00e1jem o Va\u0161i nab\u00eddku, proto\u017ee dosud nehledali relevantn\u00edm dotazem. Va\u0161e reklama se pak zobrazuje na partnersk\u00fdch webech, kter\u00e9 poskytuj\u00ed reklamn\u00ed prostor a nebo na webech ve vlastnictv\u00ed konkr\u00e9tn\u00ed platformy. U Google je to nap\u0159\u00edklad Youtube, Gmail.<\/p>\n<p>U obou kategori\u00ed plat\u00ed stejn\u00e9 pravidlo. Zobraz\u00edte se, pokud spln\u00edte podm\u00ednky kvality a v\u00fd\u0161e nab\u00eddky. Za proklik pot\u00e9 plat\u00edte.<\/p>\n<h1>Display marketing<\/h1>\n<p>\tDisplay marketing je z m\u00e9n\u011b v\u00fdkonn\u00fdch kan\u00e1l\u016f, p\u0159esto je ale st\u00e1le perfektn\u00ed nap\u0159\u00edklad pro roz\u0161\u00ed\u0159en\u00ed pov\u011bdom\u00ed o zna\u010dce nebo p\u0159edstaven\u00ed slu\u017eby \u010di produktu. Obrazov\u00e1 forma prezentace se toti\u017e v ide\u00e1ln\u00edm p\u0159\u00edpad\u011b vryje n\u00e1v\u0161t\u011bvn\u00edkovi do hlavy a p\u0159i op\u011btovn\u00e9m pozorov\u00e1n\u00ed ji ji\u017e spolehliv\u011b identifikuje. Jedn\u00e1 se o klasick\u00e9 a hojn\u011b roz\u0161\u00ed\u0159en\u00e9 bannery. Banner\u016f v\u0161ak existuje cel\u00e1 \u0159ada, rozd\u011blen\u00e1 nejen dle \u00fa\u010delu, ale i technologie zpracov\u00e1n\u00ed. Od statick\u00fdch po dynamick\u00e9, animovan\u00e9, p\u0159\u00edpadn\u011b personalizovan\u00e9 dle lokality a mnoho dal\u0161\u00edch.<\/p>\n<ul>\n<li>Klasick\u00e9 GIF bannery jsou s n\u00e1mi u\u017e od prvopo\u010d\u00e1tku internetu. Jejich nev\u00fdhoda je ale v omezen\u00ed datov\u00e9 velikosti 150kB. Nehod\u00ed se tak pro slo\u017eit\u00e9 p\u0159echody a st\u0159\u00edd\u00e1n\u00ed fotografi\u00ed. Slou\u017e\u00ed k upout\u00e1n\u00ed pozornosti jednoduch\u00fdmi efekty.<\/li>\n<li>HTML5 bannery n\u00e1m d\u00e1vaj\u00ed mnohem v\u011bt\u0161\u00ed volnost v designu. Nezapome\u0148te v\u0161ak na CTA prvek v podob\u011b tla\u010d\u00edtka nebo jin\u00e9 v\u00fdzvy k akci a na konci animace ponechte celkov\u00e9 sd\u011blen\u00ed kampan\u011b.<\/li>\n<li>Responzivn\u00ed bannery jsou perfektn\u00ed svoj\u00ed variabilitou v pou\u017eit\u00ed na v\u00edce r\u016fzn\u011b velk\u00fdch displej\u00edch. Myslete zde na sd\u011blen\u00ed ve v\u0161ech form\u00e1tech a rozli\u0161en\u00edch.<\/li>\n<li>GSP reklamy v Gmailu. Propracovan\u00e9 a velmi dob\u0159e zac\u00edlen\u00e9 reklamy, kter\u00e9 se tv\u00e1\u0159\u00ed jako skute\u010dn\u00e9 zpr\u00e1vy. Tyto reklamy lze c\u00edlit na z\u00e1klad\u011b geolokace a z\u00e1jm\u016f.<\/li>\n<li>Facebook Newsfeed a Carousel. v Newsfeedu Facebook ukazuje reklamy s minimem text\u016f a dominanc\u00ed obr\u00e1zku. Spojte vzhled produktu s c\u00edlen\u00fdm heslem a v\u00fdzvou k akci. Perfektn\u011b to funguje. Carousely jsou takov\u00e9 Newsfeedy na pokra\u010dov\u00e1n\u00ed. M\u016f\u017eete rozd\u011blit sv\u00e9 sd\u011blen\u00ed na v\u00edce slid\u016f a nechat tak u\u017eivatele proj\u00ed\u017ed\u011bt p\u0159\u00edb\u011bhem Va\u0161eho produktu \u010di slu\u017eby.<\/li>\n<li>Instagram Stories jsou aktu\u00e1ln\u011b v trendu a nem\u011bly by V\u00e1m uniknout. Pokud Va\u0161e c\u00edlovka na Instagram chod\u00ed, pak je nasnad\u011b do toho nasko\u010dit. V\u00fdborn\u011b funguj\u00ed animovan\u00e9 stories a m\u016f\u017eete do nich vkl\u00e1dat i odkazy. Myslete tak na mo\u017enost do nich pohodln\u011b kliknout a orientovat se.<\/li>\n<\/ul>\n<p><\/p>\n<p>\tTvorba banner\u016f je trochu v\u011bda a existuje hned n\u011bkolik pevn\u011b dan\u00fdch pravidel, kter\u00fdch je dobr\u00e9 se dr\u017eet. Bannery by m\u011bly b\u00fdt perfektn\u011b \u010diteln\u00e9 a pochopiteln\u00e9 p\u0159i n\u011bkolikasekundov\u00e9m pohledu. Loga a dal\u0161\u00ed prvky um\u00edst\u011bte na viditeln\u00fdch a p\u0159edv\u00eddateln\u00fdch m\u00edstech s dostatkem prostoru okolo. Dob\u0159e zva\u017ete spr\u00e1vn\u00e9 um\u00edst\u011bn\u00ed CTA prvk\u016f a pohl\u00eddejte, aby c\u00edlov\u00e1 str\u00e1nka po prokliku byla oble\u010den\u00e1 do stejn\u00e9ho grafick\u00e9ho kab\u00e1tku. \u00dasp\u011bch se jist\u011b dostav\u00ed.<\/p>\n<h1>E-mail marketing<\/h1>\n<p>\tE-mailov\u00fd marketing je perfektn\u00ed n\u00e1stroj ve f\u00e1zi, kdy u\u017e m\u00e1te sv\u00e9 n\u00e1v\u0161t\u011bvn\u00edky n\u011bjak\u00fdm zp\u016fsobem zah\u00e1\u010dkovan\u00e9, poskytli V\u00e1m sv\u016fj e-mail za \u00fa\u010delem pravideln\u00e9ho zas\u00edl\u00e1n\u00ed d\u016fle\u017eit\u00fdch novinek a dal\u0161\u00edch sd\u011blen\u00ed. Je to n\u00e1stroj, d\u00edky kter\u00e9mu lze nav\u00e1zan\u00fd vztah s n\u00e1v\u0161t\u011bvn\u00edkem v\u00edce z\u00fa\u017eit a pravideln\u011b budovat d\u016fv\u011bru. D\u00edky tomu, \u017ee rozes\u00edl\u00e1te novinky a nab\u00eddky lidem, kte\u0159\u00ed u\u017e V\u00e1s znaj\u00ed a souhlasili s rozes\u00edlkou, m\u00e1te v ruce mocn\u00fd n\u00e1stroj jak prodat sv\u00e9 nov\u00e9 slu\u017eby nebo nab\u00eddnout ty souvisej\u00edc\u00ed.<\/p>\n<p>\tAutomatizac\u00ed e-mailov\u00e9ho marketingu si otev\u00edr\u00e1te dal\u0161\u00ed mo\u017enosti. Nemus\u00edte ru\u010dn\u011b hl\u00eddat, kdo se pr\u00e1v\u011b p\u0159ihl\u00e1sil k odb\u011bru, kdo m\u00e1 zrovna narozeniny, nebo kdo pr\u00e1v\u011b nakoupil a souhlasil s odb\u011brem kv\u016fli souvisej\u00edc\u00edm slu\u017eb\u00e1m a p\u0159\u00edslu\u0161enstv\u00ed. Syst\u00e9m zn\u00e1 Va\u0161e n\u00e1v\u0161t\u011bvn\u00edky, hl\u00edd\u00e1 jejich narozeniny a rozes\u00edl\u00e1 speci\u00e1ln\u00ed nab\u00eddky k relevantn\u00edm p\u0159\u00edle\u017eitostem. Takov\u00fd pohotov\u00fd p\u0159\u00edstup m\u016f\u017ee Va\u0161im v\u011brn\u00fdm z\u00e1kazn\u00edk\u016fm polichotit a d\u016fv\u011bra pouze roste. Automatizace m\u00e1 v\u0161ak i sv\u00e1 \u00faskal\u00ed, vedle technick\u00fdch probl\u00e9m\u016f je zde i probl\u00e9m s p\u0159ehlcen\u00edm odb\u011bratel\u016f. Pokud za\u010dnete emailov\u00fd marketing zneu\u017e\u00edvat ke spamov\u00e1n\u00ed, velmi snadno se to oto\u010d\u00ed proti V\u00e1m. Nejd\u0159\u00edve odlivem odb\u011bratel\u016f a pot\u00e9 i technick\u00fdm zakro\u010den\u00edm mailov\u00fdch klient\u016f, kte\u0159\u00ed V\u00e1s za\u010dnou rovnou h\u00e1zet do spamu. A s t\u00edm se pak velmi t\u011b\u017eko bojuje, pokud to chcete napravit.\u00a0<\/p>\n<h1>Soci\u00e1ln\u00ed s\u00edt\u011b<\/h1>\n<p>\tJi\u017e jsme se soci\u00e1ln\u00edch s\u00edt\u00ed letmo dotkli v p\u0159edchoz\u00edch kan\u00e1lech. A\u0165 u\u017e v bannerech, tak obsahov\u00e9m marketingu. Soci\u00e1ln\u00ed s\u00edt\u011b jsou fenom\u00e9n. A jejich v\u00fdvoj je velmi dobr\u00e9 sledovat. Zat\u00edmco velmi dlouho panoval Facebook (a st\u00e1le je jeden z nejv\u011bt\u0161\u00edch), st\u0159edn\u00ed generace se pomalu p\u0159esouv\u00e1 na Instagram a mlad\u0161\u00ed generace nap\u0159\u00edklad na Tik Tok. Vyu\u017eijte soci\u00e1ln\u00ed s\u00edt\u011b podle toho, jakou c\u00edlovku m\u00e1te. Pokud c\u00edl\u00edte na star\u0161\u00ed publikum, bude pravd\u011bpodobn\u011b st\u00e1le fungovat nejl\u00e9pe Facebook. V podnikatelsk\u00e9 sf\u00e9\u0159e i LinkedIn. Pro mlad\u0161\u00ed c\u00edlovku u\u017e je na zv\u00e1\u017een\u00ed, zda nestoj\u00ed za to vyzkou\u0161et propagaci na Instagramu, p\u0159\u00edpadn\u011b Tik Toku za pomoci Influencer\u016f, kte\u0159\u00ed se ve zdej\u0161\u00edm prost\u0159ed\u00ed vyznaj\u00ed nejl\u00e9pe.<\/p>\n<h1>Z\u00e1v\u011brem<\/h1>\n<p>\tMarketingov\u00fdch kan\u00e1l\u016f je cel\u00e1 \u0159ada a my jsme si p\u0159edstavili ty nejzn\u00e1m\u011bj\u0161\u00ed a nejv\u00edce roz\u0161\u00ed\u0159en\u00e9. A\u0165 u\u017e vedete mal\u00fd nebo velk\u00fd projekt, n\u011bkter\u00e9 z nich by V\u00e1s ur\u010dit\u011b nem\u011bli minout. Mnohdy je ide\u00e1ln\u00ed cesta m\u00edt rozjet\u00fdch hned n\u011bkolik kan\u00e1l\u016f sou\u010dasn\u011b, pro co nejefektivn\u011bj\u0161\u00ed pokryt\u00ed komunika\u010dn\u00edch kan\u00e1l\u016f sm\u011brem k potenci\u00e1ln\u00edm, ale i st\u00e1vaj\u00edc\u00edm z\u00e1kazn\u00edk\u016fm \u010di klient\u016fm.<\/p>\n<p>Chcete tak\u00e9 vyu\u017e\u00edt s\u00edlu internetu a propagovat svoji firmu? Nev\u00e1hejte a napi\u0161te n\u00e1m e-mail na <a href=\"http:\/\/info@webmium.cz\/\">info@webmium.cz<\/a>. D\u00e1le n\u00e1s m\u016f\u017eete kontaktovat pomoc\u00ed formul\u00e1\u0159e na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> nebo na telefonn\u00edm \u010d\u00edsle na\u0161\u00ed podpory<a href=\"https:\/\/www.webmium.cz\/kontakt\"> +420 605 99 44 66<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V dne\u0161n\u00edm online sv\u011bte se V\u00e1m nab\u00edz\u00ed velk\u00e9 mno\u017estv\u00ed kan\u00e1l\u016f, d\u00edky kter\u00fdm lze propagovat Va\u0161e slu\u017eby, produkty a obsah. \u0160\u00ed\u0159e vyu\u017eiteln\u00fdch kan\u00e1l\u016f roste s t\u00edm, jak velk\u00fd projekt \u0159\u00edd\u00edte. \u010c\u00edm v\u011bt\u0161\u00ed produkt \u010di slu\u017eba, t\u00edm v\u00edce mo\u017enost\u00ed jste ji\u017e pravd\u011bpodobn\u011b vyu\u017eili nebo se chyst\u00e1te 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