{"id":4281,"date":"2020-11-25T12:46:00","date_gmt":"2020-11-25T12:46:00","guid":{"rendered":"https:\/\/caterinabanella.it\/demo\/?page_id=4281"},"modified":"2023-06-13T09:59:41","modified_gmt":"2023-06-13T07:59:41","slug":"funnel-pr","status":"publish","type":"page","link":"https:\/\/caterinabanella.it\/?page_id=4281","title":{"rendered":"Funnel PR"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#000000″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_2_text_align=”center” header_2_text_color=”#FF3822″ header_2_font_size=”60px” header_2_line_height=”1.2em” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Funnel PR<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_2_text_align=”center” header_2_text_color=”#ECB8FF” header_2_font_size=”40px” header_2_line_height=”1.2em” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

La comunicazione d\u2019impresa incontra il funnel marketing<\/span><\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#000000″ use_background_color_gradient=”on” background_color_gradient_stops=”#8a6f9b 0%|#ecb8ff 18%|#ffffff 100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”100px||||false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” custom_padding_last_edited=”on|phone” sticky_enabled=”0″ custom_padding_tablet=”20px||||false|false” custom_padding_phone=”0px||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_text_align=”left” header_2_text_align=”left” header_2_text_color=”#FF3822″ header_2_font_size=”40px” header_2_line_height=”1.2em” header_3_font=”Open Sans||||||||” header_3_text_color=”#000000″ background_enable_color=”off” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Per promuovere prodotti, servizi, progetti o idee, il mio approccio integra le dinamiche del funnel marketing con la comunicazione d\u2019impresa e le PR offline e online.<\/span><\/h3>\n

Per questo ho coniato l\u2019espressione \u201cFunnelPR\u201d.<\/span><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Qualsiasi business \u00e8 un funnel. Cio\u00e8 \u00e8 al centro di un ecosistema in cui si muovono attori<\/strong>\u00a0(clienti, fornitori, media, altri stakeholder) da attivare verso di s\u00e8 e portarlo a compiere azioni e comportamenti favorevoli di acquisto, scelta, decisione, riproposizione e questo ecosistema o imbuto si chiama funnel.<\/span>
Possiamo avere il sito pi\u00f9 moderno, il canale social pi\u00f9 seguito, la newsletter pi\u00f9 accattivante,<\/strong>\u00a0organizzare l\u2019evento con la mailing list pi\u00f9 mirata, inviare decine di comunicati stampa, organizzare incontri one-to-one ai massimi livelli di influenza, ma possiamo lo stesso perdere tempo e soldi.<\/span>
I modi per crescere sono solo due: aumentare i clienti oppure aumentare il valore speso dal cliente.<\/span>
E farlo in modo scientifico.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_3″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb title=”Se non abbiamo una visione integrata” use_icon=”on” font_icon=”||fa||400″ icon_color=”#000000″ image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” icon_color__hover_enabled=”on|hover” icon_color__hover=”#FF3822″ theme_builder_area=”post_content”]<\/p>\n

di come costruire messaggi efficaci offline e online a partire da cosa ha a cuore il cliente<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb title=”Se manca un sistema per acquisire nuovi contatti” use_icon=”on” font_icon=”||fa||400″ icon_color=”#000000″ image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

e ottenere conversioni fatte di comportamenti specifici e misurabili<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb title=”Se non lavoriamo per creare identit\u00e0 e reputazione” use_icon=”on” font_icon=”||fa||400″ icon_color=”#000000″ image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

verso media e stakeholder con un racconto attraente e che faccia emergere i nostri punti distintivi<\/div>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_text_align=”left” header_2_text_align=”left” header_2_text_color=”#FF3822″ header_2_font_size=”40px” header_2_line_height=”1.2em” header_3_font=”Open Sans||||||||” header_3_text_color=”#000000″ background_enable_color=”off” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

…scopriremo di girare a vuoto e di non sfruttare le opportunit\u00e0 che i competitor coglieranno al nostro posto.<\/span><\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”0px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” _builder_version=”4.21.0″ _module_preset=”default” custom_css_main_element=”align-items:center;” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\n

Il punto chiave \u00e8 avere un processo strutturato<\/strong>\u00a0<\/span>che colleghi la loro proposta al brand, le opportunit\u00e0 per il cliente al suo processo di scelta in un funnel automatizzato e controllato che veicoli i valori del prodotto\/servizio aumentando vendite e profitto generato per cliente, che racconti l\u2019azienda in modo rilevante attraverso risultati, idee e persone rafforzandone la riconoscibilit\u00e0, che faccia vivere esperienze e coltivi relazioni non virtuali, che crei reputazione offline e online, il tutto in modo integrato.<\/p>\n<\/div>\n

<\/div>\n
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L\u2019obiettivo \u00e8 aiutare a costruire e implementare architetture strategiche e tattica operativa<\/strong>\u00a0<\/span>che tengano insieme attivit\u00e0 di funnel marketing, reputazione aziendale, visibilit\u00e0 sui media e stakeholder engagement perch\u00e9 soltanto in questo modo \u00e8 possibile mantenere profitto e scalare il business in modo tangibile. Come? Acquisire un nuovo cliente o contatto costa molto di pi\u00f9 che riconvertire l\u2019esistente e massimizzare i volumi di acquisto (Customer Value Optimization), mentre le campagne di acquisizione, coltivazione e finalizzazione della relazione di business possono essere progettate per autofinanziarsi nel pi\u00f9 breve tempo possibile, e quindi avere velocemente marginalit\u00e0 da consolidare e reinvestire in nuovi processi di campagna.<\/p>\n<\/div>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/caterinabanella.it\/wp-content\/uploads\/2019\/02\/funnelPR.jpg” title_text=”funnelPR” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#000000″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_2_text_align=”center” header_2_text_color=”#ECB8FF” header_2_font_size=”40px” header_2_line_height=”1.2em” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Funnel Strategy: parlare agli interlocutori giusti, avere pi\u00f9 clienti e pi\u00f9 profitto<\/span><\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_orientation=”center” background_layout=”dark” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Analizzare gli obiettivi di fondo e il ritorno che si vuole ottenere nel business e su questo costruire meccaniche per ingaggiare il target online e offline.<\/span>
Portare sul sito o verso i canali social, solo i contatti in target, piu profittevoli e che compiano l\u2019azione (conversione) che serve con sequenze automatizzate e personalizzate.<\/span>
Coltivare i contatti per stimolare nuove connessioni e vendite, scalando la campagna rapidamente.<\/span>
E farlo misurando in corso d\u2019opera per non avere sorprese e portare risultati concreti e veloci.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#000000″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.21.0″ _module_preset=”default” width=”95%” max_width=”1400px” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][et_pb_column type=”1_2″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#FF3822″ custom_padding=”8px|||8px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_2_text_align=”left” header_2_text_color=”#FFFFFF” header_2_font_size=”40px” header_2_line_height=”1.2em” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Reputazione e visibilit\u00e0 media integrata agli obiettivi di business<\/span><\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Insieme alle fakenews ci sono i fakebusiness. Ma tutte le aziende di successo hanno dietro persone che ci mettono la faccia anche sui media offline, che creano eventi dal vivo o con gli influencer del web , che stanno in relazione costante con gli stakeholder, che sono visibili e riconoscibili perch\u00e9 hanno costruito un brand. L\u2019impegno \u00e8 aiutare le imprese a trovare il modo adatto al proprio contesto, dar loro identit\u00e0 riconoscibile e farle crescere davvero.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.21.0″ _module_preset=”default” width=”95%” max_width=”1400px” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][et_pb_column type=”1_2″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#ECB8FF” custom_padding=”8px|||8px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”40px” header_2_line_height=”1.2em” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Contenuti e strumenti che ispirano comportamenti, altro che buzz<\/span><\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

I siti internet come li conosciamo oggi sono morti, cosi come i like fini a se stessi o il presenzialismo multicanale. Costruire cosa dire di te, dei tuoi prodotti e delle tue idee, partendo dal valore per il destinatario e posizonarli dove sta il destinatario e non dove crediamo che sia. Che si tratti di far crescere una partnership, di avere pubblico ad un evento, di veicolare un\u2019idea o un servizio viene studiata la strada migliore con il giusto investimento, e con il massimo del risultato, integrando il tutto al tuo piano di comunicazione.<\/span><\/p>\n

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Perch\u00e9 FunnelPR<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.21.0″ _module_preset=”default” width=”95%” max_width=”1400px” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][et_pb_column type=”1_6″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

Acquisire nuovi clienti e concentrarsi su quelli pi\u00f9 profittevoli<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

Aumentare la visibilit\u00e0 del proprio brand e del valore percepito<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

Ampliare il sistema di relazione e coltivare la propria community<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

Ottenere pi\u00f9 pubblico in target ai propri eventi<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

Potenziare l\u2019e-commerce e creare nuovi sistemi di offerta e profitto<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” image_icon_width=”30px” _builder_version=”4.21.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}” icon_color__hover=”#FF3822″ icon_color__hover_enabled=”on|hover” theme_builder_area=”post_content”]<\/p>\n

Creare nuove partnership e ingaggiare influencer ed endorser attorno ai progetti<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” background_color=”#FF3822″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_font=”||||||||” header_2_text_align=”center” header_2_text_color=”#FFFFFF” header_2_font_size=”40px” header_2_line_height=”1.2em” background_layout=”dark” animation_style=”fade” header_2_font_size_tablet=”40px” header_2_font_size_phone=”30px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Scopri come posso aiutare la tua azienda.<\/span><\/h2>\n

Richiedi una consulenza gratuita<\/span><\/h2>\n

[\/et_pb_text][et_pb_button button_text=”Scopri di pi\u00f9” button_alignment=”center” _builder_version=”4.21.0″ _module_preset=”default” custom_button=”on” button_text_size=”16px” button_text_color=”#FF3822″ button_bg_color=”#FFFFFF” button_border_color=”#FFFFFF” button_border_radius=”50px” button_font=”|700||on|||||” button_use_icon=”off” hover_enabled=”0″ global_colors_info=”{}” button_text_color__hover_enabled=”on|desktop” button_text_color__hover=”#000000″ button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ECB8FF” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ECB8FF” theme_builder_area=”post_content” button_url=”https:\/\/caterinabanella.it\/lavora-con-me\/” sticky_enabled=”0″][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Funnel PRLa comunicazione d\u2019impresa incontra il funnel marketingPer promuovere prodotti, servizi, progetti o idee, il mio approccio integra le dinamiche del funnel marketing con la comunicazione d\u2019impresa e le PR offline e online. Per questo ho coniato l\u2019espressione \u201cFunnelPR\u201d.Qualsiasi business \u00e8 un funnel. Cio\u00e8 \u00e8 al centro di un ecosistema in cui si muovono attori\u00a0(clienti, […]<\/p>\n","protected":false},"author":11,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"[bt_bb_section layout=\"boxed_1200\" lazy_load=\"no\" top_spacing=\"extra_large\" bottom_spacing=\"large\" full_screen=\"\" vertical_align=\"top\" background_overlay=\"light_solid\" color_scheme=\"\" top_negative_margin=\"\" background_color=\"\" bottom_negative_margin=\"\" highlighted=\"no\" background_image=\"3295\" parallax=\"\" parallax_offset=\"\" background_video_yt=\"\" yt_video_settings=\"\" background_video_mp4=\"\" background_video_ogg=\"\" background_video_webm=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" show_video_on_mobile=\"\"][bt_bb_row][bt_bb_column width=\"1\/1\" align=\"left\" vertical_align=\"top\" animation=\"no_animation\" padding=\"normal\" background_image=\"\" inner_background_image=\"\" background_color=\"\" inner_background_color=\"\" opacity=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" highlighted=\"no\"][bt_bb_separator top_spacing=\"medium\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"FunnelPR<\/strong>\r\nLa comunicazione d\u2019impresa incontra il funnel marketing\" subheadline=\"\" html_tag=\"h1\" size=\"inherit\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"hidden_xs hidden_ms hidden_sm\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" animation=\"no_animation\"][\/bt_bb_headline][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"FunnelPR<\/strong>\r\nLa comunicazione d\u2019impresa incontra il funnel marketing\" subheadline=\"\" html_tag=\"h2\" size=\"small\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"hidden_md hidden_lg\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" animation=\"no_animation\"][\/bt_bb_headline][\/bt_bb_column][\/bt_bb_row][\/bt_bb_section][bt_bb_section layout=\"boxed_1200\"][bt_bb_row][bt_bb_column width=\"1\/1\" align=\"left\" vertical_align=\"top\" animation=\"no_animation\" padding=\"normal\" background_image=\"\" inner_background_image=\"\" background_color=\"\" inner_background_color=\"\" opacity=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"nodash\" el_style=\"\" highlighted=\"no\"][bt_bb_separator top_spacing=\"medium\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"Per promuovere prodotti, servizi, progetti o idee, il mio approccio integra le dinamiche del funnel marketing con la comunicazione d\u2019impresa e le PR offline e online.\r\n\r\nPer questo ho coniato l\u2019espressione \u201cFunnelPR\u201d.\" subheadline=\"\" html_tag=\"h2\" size=\"medium\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"hidden_xs hidden_ms hidden_sm\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" animation=\"no_animation\"][\/bt_bb_headline][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"Che si tratti di promuovere prodotti, servizi, progetti o idee, l\u2019approccio di consulenza sostenibile integra le dinamiche del funnel marketing con la comunicazione d\u2019impresa e le PR offline e online.\r\n\r\nPer questo ho coniato l\u2019espressione \u201cFunnelPR\u201d.\" subheadline=\"\" html_tag=\"h2\" size=\"small\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"hidden_md hidden_lg\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" animation=\"no_animation\"][\/bt_bb_headline][bt_bb_separator top_spacing=\"medium\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_text responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"font-size:16px;line-height:1.8;\"]\r\n\r\nQualsiasi business \u00e8 un funnel. Cio\u00e8 \u00e8 al centro di un ecosistema in cui si muovono attori<\/strong> (clienti, fornitori, media, altri stakeholder) da attivare verso di s\u00e8 e portarlo a compiere azioni e comportamenti favorevoli di acquisto, scelta, decisione, riproposizione e questo ecosistema o imbuto si chiama funnel.\r\nPossiamo avere il sito pi\u00f9 moderno, il canale social pi\u00f9 seguito, la newsletter pi\u00f9 accattivante,<\/strong> organizzare l\u2019evento con la mailing list pi\u00f9 mirata, inviare decine di comunicati stampa, organizzare incontri one-to-one ai massimi livelli di influenza, ma possiamo lo stesso perdere tempo e soldi.\r\nI modi per crescere sono solo due: aumentare i clienti oppure aumentare il valore speso dal cliente.\r\nE farlo in modo scientifico.<\/strong>\r\n\r\n[\/bt_bb_text][bt_bb_separator top_spacing=\"medium\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_service icon=\"essential_e94f\" title=\"Se non abbiamo una visione integrata\" text=\"di come costruire messaggi efficaci offline e online a partire da cosa ha a cuore il cliente\" url=\"\" target=\"_self\" align=\"inherit\" size=\"small\" color_scheme=\"\" style=\"outline\" shape=\"circle\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_service][bt_bb_separator top_spacing=\"normal\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_service icon=\"essential_e94f\" title=\"Se manca un sistema per acquisire nuovi contatti\" text=\"e ottenere conversioni fatte di comportamenti specifici e misurabili\" url=\"\" target=\"_self\" align=\"inherit\" size=\"small\" color_scheme=\"\" style=\"outline\" shape=\"circle\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_service][bt_bb_separator top_spacing=\"normal\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_service icon=\"essential_e94f\" title=\"Se non lavoriamo per creare identit\u00e0 e reputazione\" text=\"verso media e stakeholder con un racconto attraente e che faccia emergere i nostri punti distintivi\" url=\"\" target=\"_self\" align=\"inherit\" size=\"small\" color_scheme=\"\" style=\"outline\" shape=\"circle\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_service][bt_bb_separator top_spacing=\"medium\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"...scopriremo di girare a vuoto e di non sfruttare le opportunit\u00e0 che i competitor coglieranno al nostro posto.\" subheadline=\"\" html_tag=\"h2\" size=\"small\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_headline][bt_bb_separator top_spacing=\"normal\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][\/bt_bb_column][\/bt_bb_row][\/bt_bb_section][bt_bb_section layout=\"boxed_1200\"][bt_bb_row column_gap=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"font-size:16px;line-height:1.8;\"][bt_bb_column width=\"1\/2\"][bt_bb_text]\r\n\r\nIl punto chiave \u00e8 avere un processo strutturato<\/strong> che colleghi la loro proposta al brand, le opportunit\u00e0 per il cliente al suo processo di scelta in un funnel automatizzato e controllato che veicoli i valori del prodotto\/servizio aumentando vendite e profitto generato per cliente, che racconti l'azienda in modo rilevante attraverso risultati, idee e persone rafforzandone la riconoscibilit\u00e0, che faccia vivere esperienze e coltivi relazioni non virtuali, che crei reputazione offline e online, il tutto in modo integrato.\r\n\r\n[\/bt_bb_text][bt_bb_separator top_spacing=\"normal\" bottom_spacing=\"\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_text]\r\n\r\nL\u2019obiettivo \u00e8 aiutare a costruire e implementare architetture strategiche e tattica operativa<\/strong> che tengano insieme attivit\u00e0 di funnel marketing, reputazione aziendale, visibilit\u00e0 sui media e stakeholder engagement perch\u00e9 soltanto in questo modo \u00e8 possibile mantenere profitto e scalare il business in modo tangibile. Come? Acquisire un nuovo cliente o contatto costa molto di pi\u00f9 che riconvertire l\u2019esistente e massimizzare i volumi di acquisto (Customer Value Optimization), mentre le campagne di acquisizione, coltivazione e finalizzazione della relazione di business possono essere progettate per autofinanziarsi nel pi\u00f9 breve tempo possibile, e quindi avere velocemente marginalit\u00e0 da consolidare e reinvestire in nuovi processi di campagna.\r\n\r\n[\/bt_bb_text][\/bt_bb_column][bt_bb_column width=\"1\/2\" align=\"left\" vertical_align=\"middle\" animation=\"no_animation\" padding=\"normal\" background_image=\"\" inner_background_image=\"\" background_color=\"\" inner_background_color=\"\" opacity=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" highlighted=\"no\"][bt_bb_separator top_spacing=\"\" bottom_spacing=\"normal\" border_style=\"none\" border_width=\"\" responsive=\"hidden_md hidden_lg\" publish_datetime=\"\" 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top_negative_margin=\"\" background_color=\"\" bottom_negative_margin=\"\" highlighted=\"outline\" background_image=\"\" parallax=\"\" parallax_offset=\"\" background_video_yt=\"\" yt_video_settings=\"\" background_video_mp4=\"\" background_video_ogg=\"\" background_video_webm=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" lazy_load=\"yes\" show_video_on_mobile=\"\" animation=\"no_animation\"][bt_bb_row][bt_bb_column width=\"1\/1\"][bt_bb_row_inner column_gap=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][bt_bb_column_inner width=\"1\/3\" align=\"left\" padding=\"normal\" vertical_align=\"top\" animation=\"no_animation\" background_image=\"\" inner_background_image=\"\" background_color=\"\" inner_background_color=\"\" opacity=\"\" responsive=\"hidden_xs hidden_ms hidden_sm\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" highlighted=\"no\"][bt_bb_icon icon=\"researchandanalysis_e905\" text=\"\" url=\"\" target=\"_self\" align=\"inherit\" vertical_position=\"\" color_scheme=\"White\/Black\" style=\"borderless\" shape=\"circle\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"verybig\" el_style=\"\" size=\"huge\" animation=\"no_animation\"][\/bt_bb_icon][\/bt_bb_column_inner][bt_bb_column_inner width=\"2\/3\"][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"Funnel Strategy: parlare agli interlocutori giusti, avere pi\u00f9 clienti e pi\u00f9 profitto \" subheadline=\"\" html_tag=\"h3\" size=\"inherit\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"#ffffff\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_headline][bt_bb_separator top_spacing=\"\" bottom_spacing=\"medium\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_text responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"color:#fff;\" animation=\"no_animation\"]\r\n\r\nAnalizzare gli obiettivi di fondo e il ritorno che si vuole ottenere nel business e su questo costruire meccaniche per ingaggiare il target online e offline.\r\nPortare sul sito o verso i canali social, solo i contatti in target, piu profittevoli e che compiano l'azione (conversione) che serve con sequenze automatizzate e personalizzate.\r\nColtivare i contatti per stimolare nuove connessioni e vendite, scalando la campagna rapidamente.\r\nE farlo misurando in corso d\u2019opera per non avere sorprese e portare risultati concreti e veloci.\r\n\r\n[\/bt_bb_text][\/bt_bb_column_inner][\/bt_bb_row_inner][\/bt_bb_column][\/bt_bb_row][\/bt_bb_section][bt_bb_section layout=\"boxed_1200\" top_spacing=\"medium\" bottom_spacing=\"medium\" full_screen=\"\" vertical_align=\"top\" background_overlay=\"\" color_scheme=\"\" top_negative_margin=\"\" background_color=\"\" bottom_negative_margin=\"\" highlighted=\"no\" background_image=\"\" parallax=\"\" parallax_offset=\"\" background_video_yt=\"\" yt_video_settings=\"\" background_video_mp4=\"\" background_video_ogg=\"\" background_video_webm=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][bt_bb_row][bt_bb_column width=\"1\/1\"][bt_bb_row_inner][bt_bb_column_inner width=\"2\/3\"][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"Reputazione e visibilit\u00e0 media integrata agli obiettivi di business\" subheadline=\"\" html_tag=\"h3\" size=\"inherit\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_headline][bt_bb_separator top_spacing=\"\" bottom_spacing=\"medium\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_text]\r\n\r\nInsieme alle fakenews ci sono i fakebusiness. Ma tutte le aziende di successo hanno dietro persone che ci mettono la faccia anche sui media offline, che creano eventi dal vivo o con gli influencer del web , che stanno in relazione costante con gli stakeholder, che sono visibili e riconoscibili perch\u00e9 hanno costruito un brand. L\u2019impegno \u00e8 aiutare le imprese a trovare il modo adatto al proprio contesto, dar loro identit\u00e0 riconoscibile e farle crescere davvero.\r\n\r\n[\/bt_bb_text][\/bt_bb_column_inner][bt_bb_column_inner width=\"1\/3\" align=\"left\" padding=\"normal\" vertical_align=\"top\" animation=\"no_animation\" background_image=\"\" inner_background_image=\"\" background_color=\"\" inner_background_color=\"\" opacity=\"\" responsive=\"hidden_xs hidden_ms hidden_sm\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" highlighted=\"no\"][bt_bb_icon icon=\"researchandanalysis_e90e\" text=\"\" url=\"\" target=\"_self\" align=\"inherit\" vertical_position=\"\" color_scheme=\"Black\/White\" style=\"borderless\" shape=\"circle\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"verybig\" el_style=\"\" size=\"huge\"][\/bt_bb_icon][\/bt_bb_column_inner][\/bt_bb_row_inner][\/bt_bb_column][\/bt_bb_row][\/bt_bb_section][bt_bb_section layout=\"boxed_1200\" top_spacing=\"medium\" bottom_spacing=\"medium\" full_screen=\"\" vertical_align=\"top\" background_overlay=\"\" color_scheme=\"light-alternate-skin\" top_negative_margin=\"\" background_color=\"\" bottom_negative_margin=\"\" highlighted=\"outline\" background_image=\"\" parallax=\"\" parallax_offset=\"\" background_video_yt=\"\" yt_video_settings=\"\" background_video_mp4=\"\" background_video_ogg=\"\" background_video_webm=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" lazy_load=\"yes\" show_video_on_mobile=\"\" animation=\"no_animation\"][bt_bb_row][bt_bb_column width=\"1\/1\"][bt_bb_row_inner column_gap=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][bt_bb_column_inner width=\"1\/3\" align=\"left\" padding=\"normal\" vertical_align=\"top\" animation=\"no_animation\" background_image=\"\" inner_background_image=\"\" background_color=\"\" inner_background_color=\"\" opacity=\"\" responsive=\"hidden_xs hidden_ms hidden_sm\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" highlighted=\"no\"][bt_bb_icon icon=\"researchandanalysis_e907\" text=\"\" url=\"\" target=\"_self\" align=\"inherit\" vertical_position=\"\" color_scheme=\"Black\/White\" style=\"borderless\" shape=\"circle\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"verybig\" el_style=\"\" size=\"huge\" animation=\"no_animation\"][\/bt_bb_icon][\/bt_bb_column_inner][bt_bb_column_inner width=\"2\/3\"][bt_bb_headline font_subset=\"latin,latin-ext\" superheadline=\"\" headline=\"Contenuti e strumenti che ispirano comportamenti, altro che buzz\" subheadline=\"\" html_tag=\"h3\" size=\"inherit\" align=\"inherit\" dash=\"none\" color_scheme=\"\" color=\"\" font=\"inherit\" font_size=\"\" font_weight=\"\" url=\"\" target=\"_self\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" animation=\"no_animation\"][\/bt_bb_headline][bt_bb_separator top_spacing=\"\" bottom_spacing=\"medium\" border_style=\"none\" border_width=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][\/bt_bb_separator][bt_bb_text responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\" animation=\"no_animation\"]\r\n\r\nI siti internet come li conosciamo oggi sono morti, cosi come i like fini a se stessi o il presenzialismo multicanale. Costruire cosa dire di te, dei tuoi prodotti e delle tue idee, partendo dal valore per il destinatario e posizonarli dove sta il destinatario e non dove crediamo che sia. Che si tratti di far crescere una partnership, di avere pubblico ad un evento, di veicolare un'idea o un servizio viene studiata la strada migliore con il giusto investimento, e con il massimo del risultato, integrando il tutto al tuo piano di comunicazione.\r\n\r\n[\/bt_bb_text][\/bt_bb_column_inner][\/bt_bb_row_inner][\/bt_bb_column][\/bt_bb_row][\/bt_bb_section][bt_bb_section layout=\"wide\" top_spacing=\"\" bottom_spacing=\"\" full_screen=\"\" vertical_align=\"top\" background_overlay=\"\" color_scheme=\"\" top_negative_margin=\"\" background_color=\"\" bottom_negative_margin=\"\" highlighted=\"no\" background_image=\"\" parallax=\"\" parallax_offset=\"\" background_video_yt=\"\" yt_video_settings=\"\" background_video_mp4=\"\" background_video_ogg=\"\" background_video_webm=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" el_class=\"\" el_style=\"\"][bt_bb_row column_gap=\"\" responsive=\"\" publish_datetime=\"\" expiry_datetime=\"\" el_id=\"\" 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