{"id":4338,"date":"2021-08-03T00:00:00","date_gmt":"2021-08-02T22:00:00","guid":{"rendered":"https:\/\/myn006.staging.360vier.net\/jak-pouzit-video-v-marketingovem-trychtyri\/"},"modified":"2025-06-03T14:23:57","modified_gmt":"2025-06-03T12:23:57","slug":"jak-pouzit-video-v-marketingovem-trychtyri","status":"publish","type":"post","link":"https:\/\/www.mynd.com\/cs\/blog\/jak-pouzit-video-v-marketingovem-trychtyri\/","title":{"rendered":"Jak pou\u017e\u00edt video v marketingov\u00e9m trycht\u00fd\u0159i?"},"content":{"rendered":"

Jak d\u011blat marketing, kter\u00fd sm\u011b\u0159uje do marketingov\u00e9ho trycht\u00fd\u0159e, a ne drsn\u011b \u0159e\u010deno, do z\u00e1chodu? Po n\u011bkolikalet\u00fdch zku\u0161enostech, b\u011bhem kter\u00fdch jsme pomohli r\u016fzn\u00fdm firm\u00e1m po cel\u00e9m sv\u011bt\u011b rozv\u00edjet jejich podnik\u00e1n\u00ed, se s v\u00e1mi r\u00e1di pod\u011bl\u00edme o na\u0161e know-how. V tomto \u010dl\u00e1nku v\u00e1m p\u0159edstav\u00edme, jak strategicky pou\u017e\u00edvat video v ka\u017ed\u00e9 f\u00e1zi n\u00e1kupn\u00ed cesty z\u00e1kazn\u00edka<\/strong>.<\/p>\n

Co je to marketingov\u00fd trycht\u00fd\u0159?<\/h2>\n

P\u0159edstavte si situaci, \u017ee scrollujete na Facebooku a spat\u0159\u00edte reklamu na va\u0161e obl\u00edben\u00e9 v\u00fd\u017eivov\u00e9 dopl\u0148ky. Reklama propaguje l\u00e1kavou 20% slevu na cel\u00fd n\u00e1kup. Neodol\u00e1te, nav\u0161t\u00edv\u00edte web, vlo\u017e\u00edte produkt do ko\u0161\u00edku a objedn\u00e1te. Znamen\u00e1 to, \u017ee jste byli sou\u010d\u00e1st\u00ed marketingov\u00e9ho trycht\u00fd\u0159e<\/strong>.<\/p>\n

Marketingov\u00fd trycht\u00fd\u0159 se skl\u00e1d\u00e1 ze \u010dty\u0159 f\u00e1z\u00ed a zobrazuje jakousi postupnost etap na konverzn\u00ed cest\u011b<\/strong>. V prvn\u00ed f\u00e1zi je logicky hodn\u011b lid\u00ed, ale postupn\u011b za\u010dnou ub\u00fdvat.<\/p>\n

\"marketing-funnel-cz\"<\/figure>\n

Konverzn\u00ed cesta z\u00e1kazn\u00edka<\/p>\n

Poj\u010fme se podrobn\u011b pod\u00edvat na to, jak dok\u00e1\u017eete vyu\u017e\u00edt nepopiratelnou s\u00edlu videa v ka\u017ed\u00e9 f\u00e1zi trycht\u00fd\u0159e<\/strong>.<\/p>\n

#<\/span>Pov\u011bdom\u00ed<\/h2>\n

V t\u00e9to f\u00e1zi maj\u00ed va\u0161i potenci\u00e1ln\u00ed z\u00e1kazn\u00edci ur\u010dit\u00fd probl\u00e9m a vy m\u00e1te \u0159e\u0161en\u00ed, jen\u017ee va\u0161e cesty se je\u0161t\u011b nest\u0159etly<\/strong>.<\/p>\n

\u010clov\u011bk logicky nekoup\u00ed n\u011bco, o \u010dem nic nev\u00ed. Proto byste se m\u011bli sna\u017eit vytvo\u0159it pov\u011bdom\u00ed o sv\u00e9 zna\u010dce<\/strong> a svou c\u00edlovou skupinu oslovit tam, kde se nach\u00e1z\u00ed. Je pot\u0159eba zamyslet se nad t\u00edm, kde m\u016f\u017ee hledat \u0159e\u0161en\u00ed sv\u00e9ho probl\u00e9mu a n\u00e1sledn\u011b j\u00ed pr\u00e1v\u011b tam uk\u00e1zat, jak j\u00ed jej\u00ed produkt nebo slu\u017eba pom\u016f\u017ee.<\/p>\n

Jak videa m\u016f\u017eete vyu\u017e\u00edt v t\u00e9to f\u00e1zi marketingov\u00e9ho trycht\u00fd\u0159e? <\/strong><\/p>\n

Videa zam\u011b\u0159en\u00e1 na SEO<\/h2>\n

Skv\u011bl\u00fdm \u0159e\u0161en\u00edm je nap\u0159\u00edklad p\u0159ev\u00e9st v\u00e1\u0161 popul\u00e1rn\u00ed \u010dl\u00e1nek do podoby videa<\/strong> nebo vytvo\u0159it s\u00e9rii vide\u00ed o t\u00e9matech, kter\u00e1 rezonuj\u00ed va\u0161\u00edm publikem<\/strong>. D\u016fle\u017eit\u00e9 je nezapomenout zakomponovat relevantn\u00ed kl\u00ed\u010dov\u00e9 slovo do n\u00e1zvu videa, popisu a samoz\u0159ejm\u011b p\u0159idat i vhodn\u00fd thumbnail. Detailn\u00ed anal\u00fdza kl\u00ed\u010dov\u00fdch slov<\/strong> a tro\u0161ka trp\u011blivosti v\u00e1m zabezpe\u010d\u00ed skv\u011bl\u00e9 v\u00fdsledky.<\/p>\n

Pokud chcete zjistit v\u00edce informac\u00ed o tom, jak optimalizovat YouTube video, p\u0159e\u010dt\u011bte si n\u00e1\u0161 \u010dl\u00e1nek o desateru SEO p\u0159ik\u00e1z\u00e1n\u00ed<\/a>.<\/p>\n

Videoreklamy<\/h2>\n

Pr\u00e1v\u011b soci\u00e1ln\u00ed s\u00edt\u011b hraj\u00ed v prvn\u00ed f\u00e1zi kl\u00ed\u010dovou roli<\/strong>. Publikujte zaj\u00edmav\u00e1 kreativn\u00ed videa, kter\u00e1 v div\u00e1c\u00edch vzbuzuj\u00ed emoce a nadchnou je pro \u0159e\u0161en\u00ed ur\u010dit\u00e9ho probl\u00e9mu. Takov\u00e1to videa lid\u00e9 \u010dasto r\u00e1di sami sd\u00edl\u00ed, a \u0161\u00ed\u0159\u00ed se tak organicky. Skv\u011blou cestou je i n\u00e1sledn\u00e1 tvorba videoreklam s c\u00edlem maximalizov\u00e1n\u00ed z\u00e1sahu<\/strong>. Vyberte si ty kan\u00e1ly, kde se va\u0161e c\u00edlovka pohybuje a zas\u00e1hnete \u0161irok\u00e9 publikum.<\/p>\n

Pokud se chcete dozv\u011bd\u011bt, jak jednodu\u0161e vytvo\u0159it \u00fasp\u011b\u0161nou videokampa\u0148 na Facebooku, p\u0159e\u010dt\u011bte si n\u00e1\u0161 \u010dl\u00e1nek<\/a>.<\/p>\n

Videa na domovsk\u00e9 str\u00e1nce<\/h2>\n

Video na landing page by m\u011blo popisovat v\u00e1\u0161 produkt nebo slu\u017ebu takov\u00fdm zp\u016fsobem, aby bylo div\u00e1kovi do 2 minut jasn\u00e9, o co jde<\/strong>. Pr\u00e1v\u011b takov\u00e1to explainer videa<\/a> jsou skv\u011blou cestou, jak p\u0159etavit informace do interaktivn\u00ed podoby. N\u00e1v\u0161t\u011bvn\u00edk va\u0161eho webu tak jasn\u011b pochop\u00ed, jak mu m\u016f\u017eete pomoci s jeho probl\u00e9mem.<\/p>\n

\"landing-page-video-growing-up-at-work\"<\/figure>\n

Uk\u00e1zka videa na domovsk\u00e9 str\u00e1nce https:\/\/growingupatwork.com\/<\/a><\/span><\/p>\n

P\u0159\u00edkladem je spole\u010dnost prod\u00e1vaj\u00edc\u00ed knihu Growing Up At Work<\/a>, kter\u00e1 na svoje webov\u00e9 str\u00e1nky um\u00edstila explainer video ve Flat motion videostylu<\/a>. Video potenci\u00e1ln\u00edmu klientovi hravou formou vysv\u011btl\u00ed, s jak\u00fdm probl\u00e9mem mu kniha pom\u016f\u017ee:<\/p>\n

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