{"id":27473,"date":"2016-04-18T15:15:35","date_gmt":"2016-04-18T13:15:35","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27473"},"modified":"2023-02-27T14:17:13","modified_gmt":"2023-02-27T14:17:13","slug":"sfruttare-festivita-ecommerce","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/sfruttare-festivita-ecommerce\/","title":{"rendered":"Strategia SEO per sfruttare le festivit\u00e0 nell’ecommerce"},"content":{"rendered":"

La scorsa settimana abbiamo parlato di come dovremmo organizzare le nostre campagne promozionali in occasione di eventi e ricorrenze<\/a>. Oggi invece affronteremo la tematica in ottica SEO, concentrandoci su come sfruttare le festivit\u00e0 nell’ecommerce<\/strong>.<\/p>\n

Cominciamo con il dire che non tutte le ricorrenze sono uguali<\/strong>: il Natale \u00e8 preceduto da un periodo di tempo abbastanza importante in cui le persone cercano un regalo, la festa del pap\u00e0 invece dura un solo giorno, \u00e8 un evento minore e gli utenti si preparano con poco anticipo, quindi baster\u00e0 concentrarvisi nella settimana precedente. Tuttavia pi\u00f9 breve \u00e8 l’evento pi\u00f9 mirata possibile deve essere la strategia.<\/p>\n

Per prima cosa va stabilito un calendario che rispetti la stagionalit\u00e0 del prodotto<\/strong> e le festivit\u00e0 legate ad esso. Non tutta la merce infatti si vende allo stesso modo: se si producono cioccolatini, \u00e8 molto probabile avere un picco delle vendite durante la settimana antecedente San Valentino ed \u00e8 quindi meglio focalizzare il sito su tale ricorrenza, piuttosto che in pieno luglio (quando a nessuno viene voglia di cioccolato). Detto questo, non \u00e8 detto che l’originalit\u00e0 non paghi: perch\u00e9 non proporre un pacchetto per gli sportivi, magari in concomitanza con qualche gara famosa?<\/p>\n

Se l’obbiettivo \u00e8 quello di proporre un’offerta speciale<\/strong>, \u00e8 consigliabile farlo in momenti “topici” come il Black Friday. La promozione per\u00f2 dovr\u00e0 essere sensazionale, perch\u00e9 anche i competitor ne avranno una. Quindi per quel giorno, si cerchi di proporre non solo sconti, ma anche un piccolo regalo per i clienti, che apprezzeranno e ricorderanno.<\/p>\n

Ma come attirare gli utenti? Una ricerca delle parole chiave<\/strong> con Google Trends<\/a> \u00e8 sempre utile: sapremmo cosa, quando e quanto cercano i nostri potenziali clienti sul web. Una volta scoperti i trend, si dovranno creare delle landing page per ogni keyword in target<\/strong> che saranno ottimizzate per essere trovate dagli utenti. Bisogner\u00e0 procedere in questo modo per ogni ricorrenza in modo da avere tutto gi\u00e0 predisposto anche per gli anni a venire.<\/p>\n

In prossimit\u00e0 di un determinato evento sar\u00e0 necessario collegare alla home page la specifica landing page e rendere pi\u00f9 facile la navigazione degli utenti<\/strong> tramite categorie ad hoc. Una volta concluso l’evento il collegamento tra landing e home page verr\u00e0 disattivato, ma la landing rimarr\u00e0 attiva per mantenere il proprio posizionamento sui motori di ricerca.<\/p>\n

Per tutta la durata della ricorrenza non vanno dimenticati i social network<\/strong>, che aiutano moltissimo a veicolare la notizia di un’offerta allettante!<\/p>\n

Al termine del periodo di promozione \u00e8 importantissimo analizzare i dati<\/strong> a disposizione e trarre le dovute conclusioni: cosa ha funzionato, cosa invece va cambiato per sfruttare le festivit\u00e0 nell’ecommerce al meglio?<\/p>\n

Durante tutto l’anno \u00e8 bene ricordare ai clienti di iscriversi alla newsletter per rimanere informati sulle promozioni, in modo da creare una base di dati a cui inviare le diverse offerte tramite email marketing o SMS. <\/p>\n

Si cerchi inoltre di mettersi in contatto con blogger e influencer<\/strong> che siano interessati al prodotto. Sarebbe inutile proporre dei cioccolatini a Chiara Ferragni, sarebbe molto pi\u00f9 utile invece farli testare ad una food blogger come Chiara Maci! Questo ci porter\u00e0 ad avere un testimonial di eccezione durante una vendita promozionale oppure a fidelizzare i follower del nostro blogger di fiducia grazie ad un codice promozionale creato ad hoc per loro. Apprezzeranno, ve lo garantisco.<\/p>\n

E voi come avete deciso di sfruttare le festivit\u00e0 nell’ecommerce?<\/p>\n","protected":false},"excerpt":{"rendered":"

La scorsa settimana abbiamo parlato di come dovremmo organizzare le nostre campagne promozionali in occasione di eventi e ricorrenze. 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