{"id":6684,"date":"2023-03-13T09:39:25","date_gmt":"2023-03-13T08:39:25","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=6684"},"modified":"2023-03-08T21:41:47","modified_gmt":"2023-03-08T20:41:47","slug":"cilova-skupina","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/","title":{"rendered":"C\u00edlov\u00e1 skupina &#8211; 4 tipy, jak ji definovat"},"content":{"rendered":"<p><strong>Je mnoho zp\u016fsob\u016f, jak si c\u00edlovou skupinu definovat. Kter\u00e1 definice je nejlep\u0161\u00ed z\u00a0marketingov\u00e9ho hlediska? Pro\u010d je dobr\u00e9 v\u011bd\u011bt, komu prod\u00e1v\u00e1me? Na koho c\u00edl\u00edme svou reklamu? A jak nejl\u00e9pe zjistit, kdo je na\u0161\u00edm ide\u00e1ln\u00edm klientem? V\u00a0tomto \u010dl\u00e1nku si \u0159ekneme, jak naj\u00edt svou c\u00edlovou skupinu. A tak\u00e9, jak ji nejl\u00e9pe oslovit.<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2051e5ec79e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2051e5ec79e\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/#Co_je_to_cilova_skupina\" >Co je to c\u00edlov\u00e1 skupina?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/#4_tipy_jak_definovat_svou_cilovou_skupinu\" >4 tipy, jak definovat svou c\u00edlovou skupinu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/#Poznejte_svou_cilovou_skupinu\" >Poznejte svou c\u00edlovou skupinu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/#Jak_si_definovat_idealniho_klienta\" >Jak si definovat ide\u00e1ln\u00edho klienta?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/#Proc_je_dobre_mit_definovanu_cilovou_skupinu\" >Pro\u010d je dobr\u00e9 m\u00edt definov\u00e1nu c\u00edlovou skupinu?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/orangeacademy.cz\/clanky\/cilova-skupina\/#Zaver\" >Z\u00e1v\u011br<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Co_je_to_cilova_skupina\"><\/span>Co je to c\u00edlov\u00e1 skupina?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>C\u00edlov\u00e1 skupina je konkr\u00e9tn\u00ed skupina lid\u00ed na va\u0161em trhu, kterou chcete oslovit sv\u00fdm marketingov\u00fdm sd\u011blen\u00edm. M\u016f\u017ee se jednat o ur\u010ditou v\u011bkovou skupinu, pohlav\u00ed, v\u00fd\u0161i p\u0159\u00edjmu nebo jinou ur\u010duj\u00edc\u00ed charakteristiku. Jakmile ur\u010d\u00edte svou c\u00edlovou skupinu, m\u016f\u017eete vytv\u00e1\u0159et marketingov\u00e9 kampan\u011b speci\u00e1ln\u011b p\u0159izp\u016fsoben\u00e9 tak, aby tuto skupinu oslovily.<\/p>\n<p>C\u00edlov\u00e1 skupina je skupina lid\u00ed, kter\u00fdm chcete prodat sv\u016fj produkt \u010di slu\u017ebu. Chcete na n\u011b c\u00edlit reklamu. Jsou to lid\u00e9, kter\u00fdm budete vypr\u00e1v\u011bt sv\u016fj <a href=\"https:\/\/orangeacademy.cz\/clanky\/budovani-znacky\/\" target=\"_blank\" rel=\"noopener\"><strong>p\u0159\u00edb\u011bh<\/strong><\/a>. Budete jim vysv\u011btlovat, pro\u010d pr\u00e1v\u011b v\u00e1\u0161 produkt je pro n\u011b nejlep\u0161\u00ed a co jim p\u0159inese. Jak\u00fd probl\u00e9m jim vy\u0159e\u0161\u00ed. Pt\u00e1te se, pro\u010d m\u00e1te svou c\u00edlovou skupinu zat\u011b\u017eovat n\u011bjak\u00fdm p\u0159\u00edb\u011bhem?<\/p>\n<h3>Pro\u010d je dobr\u00e9 vypr\u00e1v\u011bt p\u0159\u00edb\u011bhy<\/h3>\n<p>Proto\u017ee p\u0159\u00edb\u011bhy prod\u00e1vaj\u00ed. P\u0159\u00edb\u011bhy v\u00a0lidech vyvol\u00e1vaj\u00ed <strong>emoce<\/strong>, vzpom\u00ednky. Informace, kterou jim sd\u011blujete, je jim n\u00e1hle bli\u017e\u0161\u00ed. Dovedou se ztoto\u017enit s\u00a0p\u0159\u00edb\u011bhem, kter\u00fd vypr\u00e1v\u00edte. A d\u00edky tomu si v\u00e1s l\u00e9pe zapamatuj\u00ed. Spoj\u00ed si va\u0161i zna\u010dku s\u00a0pocitem, kter\u00fd v\u00a0nich v\u00e1\u0161 p\u0159\u00edb\u011bh zanechal.<\/p>\n<h3>Kde najdete svou c\u00edlovou skupinu?<\/h3>\n<p>Aby v\u00e1\u0161 p\u0159\u00edb\u011bh a va\u0161e sd\u011blen\u00ed c\u00edlov\u00e1 skupina dob\u0159e sly\u0161ela, je t\u0159eba ji hledat v\u00a0jej\u00edm p\u0159irozen\u00e9m prost\u0159ed\u00ed. U\u017e v\u00edte, kdo to je a chcete ji co <strong>nejefektivn\u011bji oslovit<\/strong>. Zamyslete se nad t\u00edm, kde se va\u0161i klienti pohybuj\u00ed. Jak\u00e9 maj\u00ed z\u00e1jmy a c\u00edle. Jak\u00e9 vyu\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b, kde se sdru\u017euj\u00ed v\u00a0re\u00e1ln\u00e9m sv\u011bt\u011b.<\/p>\n<p>Asi t\u011b\u017eko budete matky s\u00a0d\u011btmi hledat v\u00a0no\u010dn\u00edch klubech. Stejn\u011b tak n\u00e1ctilet\u00e9 nenajdete v\u00a0d\u011btsk\u00fdch a komunitn\u00edch centrech, \u010di na d\u011btsk\u00fdch h\u0159i\u0161t\u00edch. P\u0159i tvorb\u011b reklamn\u00ed kampan\u011b je dobr\u00e9 m\u00edt v\u017edy na mysli, koho chcete oslovit a kde ho hledat.<\/p>\n<span class='mb-center maxbutton-3-center'><span class='maxbutton-3-container mb-container'><a class=\"maxbutton-3 maxbutton maxbutton-rekvalifikacni-kurzy\" target=\"_blank\" title=\"Rekvalifika\u010dn\u00ed kurzy\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/rekvalifikacni-kurzy\/\"><span class='mb-text'>Pod\u00edvejte se na rekvalifika\u010dn\u00ed kurzy<\/span><\/a><\/span><\/span>\n<h2><span class=\"ez-toc-section\" id=\"4_tipy_jak_definovat_svou_cilovou_skupinu\"><\/span>4 tipy, jak definovat svou c\u00edlovou skupinu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li><strong>Zjist\u011bte, kdo jsou va\u0161i sou\u010dasn\u00ed z\u00e1kazn\u00edci<\/strong> &#8211; pokud ji\u017e n\u011bjak\u00e9 z\u00e1kazn\u00edky m\u00e1te, pod\u00edvejte se, kdo jsou, a pokuste se zjistit, co maj\u00ed spole\u010dn\u00e9ho. To v\u00e1m poskytne dobr\u00fd v\u00fdchoz\u00ed bod pro zji\u0161t\u011bn\u00ed, kdo je va\u0161e c\u00edlov\u00e1 skupina.<\/li>\n<li><strong>Definujte, jak\u00fd typ z\u00e1kazn\u00edka chcete<\/strong> &#8211; zamyslete se nad typem z\u00e1kazn\u00edka, kter\u00e9ho byste cht\u011bli m\u00edt, a sepi\u0161te si n\u011bkter\u00e9 jeho charakteristiky. To v\u00e1m pom\u016f\u017ee b\u00fdt konkr\u00e9tn\u011bj\u0161\u00ed, pokud jde o zac\u00edlen\u00ed reklamy.<\/li>\n<li><strong>Prove\u010fte pr\u016fzkum trhu<\/strong> &#8211; existuje mnoho r\u016fzn\u00fdch zp\u016fsob\u016f, jak prov\u00e9st pr\u016fzkum trhu, ale jedn\u00edm z nejjednodu\u0161\u0161\u00edch je prost\u011b se zeptat lid\u00ed, co si mysl\u00ed. M\u016f\u017eete to ud\u011blat prost\u0159ednictv\u00edm pr\u016fzkum\u016f nebo osobn\u00edm rozhovorem. Online, \u010di p\u0159\u00edmo v ter\u00e9nu osobn\u011b. Ujist\u011bte se, \u017ee oslovujete dostate\u010dn\u011b \u0161irok\u00fd vzorek lid\u00ed. Jedin\u011b tak z\u00edsk\u00e1te dobrou p\u0159edstavu o tom, co va\u0161e c\u00edlov\u00e1 skupina \u0159e\u0161\u00ed a pot\u0159ebuje.<\/li>\n<li><strong>Analyzujte z\u00edskan\u00e9 informace a vyu\u017eijte je ve sv\u016fj prosp\u011bch<\/strong> &#8211; jakmile jste provedli v\u0161echny tyto pr\u016fzkumy, je \u010das je vyu\u017e\u00edt k vytvo\u0159en\u00ed c\u00edlen\u00fdch reklam a p\u0159\u00edb\u011bh\u016f. Oslovit c\u00edlovou skupinu a zanechat v n\u00ed touhu po dal\u0161\u00edch interakc\u00edch s v\u00e1mi. Dal\u0161\u00edch p\u0159\u00edb\u011bz\u00edch, dal\u0161\u00edch emoc\u00edch a posl\u00e9ze dal\u0161\u00edch produktech, \u010di slu\u017eb\u00e1ch.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Poznejte_svou_cilovou_skupinu\"><\/span>Poznejte svou c\u00edlovou skupinu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Bu\u010fte konkr\u00e9tn\u00ed. \u010c\u00edm konkr\u00e9tn\u011bji dok\u00e1\u017eete svou c\u00edlovou skupinu popsat, t\u00edm l\u00e9pe. Pom\u016f\u017ee v\u00e1m to vytv\u00e1\u0159et c\u00edlen\u00fd obsah a kampan\u011b, kter\u00e9 s nimi budou rezonovat.<\/li>\n<li>Poznejte sv\u00e9 publikum. V\u011bnujte \u010das pr\u016fzkumu sv\u00e9 c\u00edlov\u00e9 skupiny. Jak\u00e9 jsou jejich demografick\u00e9 \u00fadaje? Co se jim l\u00edb\u00ed? Co je zaj\u00edm\u00e1?<\/li>\n<li>Zva\u017ete jejich pot\u0159eby. Kdy\u017e v\u00edte, jak\u00e9 jsou pot\u0159eby va\u0161\u00ed c\u00edlov\u00e9 skupiny, m\u016f\u017eete je l\u00e9pe oslovit v r\u00e1mci marketingov\u00e9ho \u00fasil\u00ed. M\u011bjte na pam\u011bti, \u017ee jejich pot\u0159eby se v pr\u016fb\u011bhu \u010dasu m\u011bn\u00ed, proto nezapome\u0148te sledovat nejnov\u011bj\u0161\u00ed <a href=\"https:\/\/orangeacademy.cz\/clanky\/vyznate-se-ve-firemnich-zkratkach\/\" target=\"_blank\" rel=\"noopener\">trendy<\/a> a poznatky.<\/li>\n<li>Kde se va\u0161e c\u00edlov\u00e1 skupina nach\u00e1z\u00ed? To v\u00e1m pom\u016f\u017ee ur\u010dit nejlep\u0161\u00ed kan\u00e1ly, kter\u00fdmi je m\u016f\u017eete oslovit, a podle toho p\u0159izp\u016fsobit sv\u00e1 sd\u011blen\u00ed.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6688\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina4.jpg\" alt=\"C\u00edlov\u00e1 skupina\" width=\"1200\" height=\"800\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina4.jpg 1200w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina4-980x653.jpg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina4-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Jak_si_definovat_idealniho_klienta\"><\/span>Jak si definovat ide\u00e1ln\u00edho klienta?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>P\u0159i definov\u00e1n\u00ed ide\u00e1ln\u00edho klienta, ide\u00e1ln\u00edho \u010dlena va\u0161\u00ed c\u00edlov\u00e9 skupiny, popus\u0165te uzdu va\u0161\u00ed fantazii. P\u0159edstavte si konkr\u00e9tn\u00ed osobu, kter\u00e1 reprezentuje va\u0161i c\u00edlovou skupinu. Podrobn\u011b si ji popi\u0161te, a to do nejmen\u0161\u00edch detail\u016f.<\/p>\n<ul>\n<li>Kde pracuje?<\/li>\n<li>Kolik m\u00e1 d\u011bt\u00ed?<\/li>\n<li>Kolik m\u00e1 let?<\/li>\n<li>Bydl\u00ed ve m\u011bst\u011b \u010di na vesnici?<\/li>\n<li>M\u00e1 vlastn\u00ed bydlen\u00ed?<\/li>\n<li>Jak\u00fdm jezd\u00ed autem?<\/li>\n<li>Kde nakupuje?<\/li>\n<li>Na jak\u00e9 po\u0159ady se d\u00edv\u00e1?<\/li>\n<li>Sportuje?<\/li>\n<li>Kam jezd\u00ed na dovolenou?<\/li>\n<li>S\u00a0k\u00fdm se p\u0159\u00e1tel\u00ed?<\/li>\n<\/ul>\n<p>Ot\u00e1zek si m\u016f\u017eete zodpov\u011bd\u011bt spoustu. \u010c\u00edm v\u00edce o t\u00e9to osob\u011b budete v\u011bd\u011bt, t\u00edm l\u00e9pe a p\u0159esn\u011bji ji oslov\u00edte. Budete najednou p\u0159esn\u011b v\u011bd\u011bt, zda ve sv\u00fdch p\u0159\u00edsp\u011bvc\u00edch a kampan\u00edch osob\u011b vykat \u010di tykat. Budete v\u011bd\u011bt, zda snese i trochu humoru a nads\u00e1zky. I <strong>p\u0159i tvorb\u011b nov\u00e9ho produktu<\/strong> v\u00e1m pom\u016f\u017ee zn\u00e1t p\u0159esn\u011b ide\u00e1ln\u00edho klienta. M\u016f\u017eete si toti\u017e ji\u017e v\u00a0procesu v\u00fdvoje nov\u00e9ho produktu \u010di <a href=\"https:\/\/orangeacademy.cz\/clanky\/cenotvorba\/\" target=\"_blank\" rel=\"noopener\">slu\u017eby<\/a> testovat, zda va\u0161i c\u00edlovou skupinu oslov\u00ed. A zejm\u00e9na, zda \u0159e\u0161\u00ed jej\u00ed aktu\u00e1ln\u00ed probl\u00e9m.<\/p>\n<span class='mb-center maxbutton-5-center'><span class='maxbutton-5-container mb-container'><a class=\"maxbutton-5 maxbutton maxbutton-top-rekvalifikacni-kurzy\" target=\"_blank\" title=\"Rekvalifika\u010dn\u00ed kurzy 3\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/rekvalifikacni-kurzy\"><span class='mb-text'>TOP rekvalifika\u010dn\u00ed kurzy<\/span><\/a><\/span><\/span>\n<p>&nbsp;<\/p>\n<p>Znalost c\u00edlov\u00e9 skupiny vyu\u017eijete i p\u0159i v\u00fdb\u011bru formy prodeje a zp\u016fsobu doru\u010den\u00ed. Jsou c\u00edlov\u00e9 skupiny, kter\u00e9 preferuj\u00ed i dnes kamenn\u00e9 prodejny a jin\u00e9, kter\u00e9 tam ji\u017e prakticky nechod\u00ed. N\u011bkomu ned\u011bl\u00e1 probl\u00e9m si vyzvednout bal\u00ed\u010dek v\u00a0\u00falo\u017ei\u0161ti, jin\u00fd d\u016fv\u011b\u0159uje jen \u010cesk\u00e9 po\u0161t\u011b.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6687\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina3.jpg\" alt=\"C\u00edlov\u00e1 skupina\" width=\"1200\" height=\"800\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina3.jpg 1200w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina3-980x653.jpg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina3-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Proc_je_dobre_mit_definovanu_cilovou_skupinu\"><\/span>Pro\u010d je dobr\u00e9 m\u00edt definov\u00e1nu c\u00edlovou skupinu?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Znalost c\u00edlov\u00e9 skupiny je pro <strong>efektivn\u00ed marketing<\/strong> z\u00e1sadn\u00ed. Bez t\u00e9to znalosti riskujete, \u017ee budete pl\u00fdtvat \u010dasem a pen\u011bzi na marketingov\u00e9 aktivity, kter\u00e9 neoslov\u00ed ty spr\u00e1vn\u00e9 lidi. P\u0159ed zah\u00e1jen\u00edm jak\u00e9koli marketingov\u00e9 kampan\u011b v\u011bnujte \u010das spr\u00e1vn\u00e9mu vymezen\u00ed c\u00edlov\u00e9 skupiny.<\/p>\n<h3>Pro\u010d pracovat jen s\u00a0jednou c\u00edlovou skupinou?<\/h3>\n<p>Dalo by se \u0159\u00edci, \u017ee je <strong>neefektivn\u00ed a nehospod\u00e1rn\u00e9 c\u00edlit na cel\u00fd trh<\/strong>. Pokud se soust\u0159ed\u00edte na jednu c\u00edlovou skupinu, m\u016f\u017eete l\u00e9pe odpov\u00eddat na jej\u00ed pot\u0159eby. L\u00e9pe zvol\u00edte vhodnou tonalitu jazyka a grafickou prezentaci. Budete tak\u00e9 efektivn\u011bj\u0161\u00ed p\u0159i jej\u00edm oslovov\u00e1n\u00ed. Chcete-li nap\u0159. oslovit matky mal\u00fdch d\u011bt\u00ed, je v\u00a0posledn\u00ed dob\u011b vhodnou platformou <a href=\"https:\/\/orangeacademy.cz\/clanky\/pinterest\/\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a>. Bez \u0161anc\u00ed nen\u00ed ani inzerce na port\u00e1lech typu Modr\u00fd kon\u00edk. I zde se tato c\u00edlov\u00e1 skupina hojn\u011b vyskytuje.<\/p>\n<h3><strong>M\u00e1te v\u00edce c\u00edlov\u00fdch skupin?<\/strong><\/h3>\n<p>Zajist\u00e9 se najdou segmenty trhu, v\u00a0nich\u017e nen\u00ed snadn\u00e9 definovat jen jednu c\u00edlovou skupinu. Pak rad\u00edme nec\u00edlit na v\u0161echny najednou. Ud\u011blejte si anal\u00fdzu a stanovte si n\u011bkolik hlavn\u00edch c\u00edlov\u00fdch skupin. S\u00a0t\u011bmi pak pracujte. Vytvo\u0159te <strong>marketingov\u00e9 kampan\u011b speci\u00e1ln\u011b ur\u010den\u00e9 pro ka\u017edou c\u00edlovou skupinu<\/strong>.<\/p>\n<p>P\u0159\u00edklad: Prod\u00e1v\u00e1te zdravou v\u00fd\u017eivu, krmivo pro psy anebo kontaktn\u00ed \u010do\u010dky? Zde se shodneme na tom, \u017ee c\u00edlov\u00e1 skupina je dosti \u0161irok\u00e1. Stanovte si jej\u00ed podskupiny a s\u00a0t\u011bmi pracujte. Ka\u017ed\u00e9 z\u00a0nich komunikujte hlavn\u00ed v\u00fdhodu, definujte probl\u00e9m, kter\u00fd jim \u0159e\u0161\u00edte. (Zdrav\u00e1 v\u00fd\u017eiva matk\u00e1m zajist\u00ed zdrav\u00fd v\u00fdvoj jejich d\u011bt\u00ed, senior\u016fm prodlou\u017e\u00ed kvalitu \u017eivota a sportovce podpo\u0159\u00ed v\u00a0jejich v\u00fdkonech apod.).<\/p>\n<p><strong>Zn\u00e1t c\u00edlovou skupinu je d\u016fle\u017eit\u00e9 z n\u011bkolika d\u016fvod\u016f:<\/strong><\/p>\n<ul>\n<li>Zaprv\u00e9, pokud nev\u00edte, na koho se zam\u011b\u0159ujete, nebudete schopni vytvo\u0159it obsah, kter\u00fd s nimi bude rezonovat.<\/li>\n<li>Za druh\u00e9, pokud nebudete v\u011bd\u011bt, kdo je va\u0161e c\u00edlov\u00e1 skupina, nebudete schopni vytvo\u0159it \u00fa\u010dinnou marketingovou strategii.<\/li>\n<li>A kone\u010dn\u011b, pokud nezn\u00e1te svou c\u00edlovou skupinu, nebudete schopni posoudit \u00fasp\u011b\u0161nost sv\u00e9ho marketingov\u00e9ho \u00fasil\u00ed.<\/li>\n<\/ul>\n<h3>Jak pracovat s\u00a0c\u00edlovou skupinou<\/h3>\n<p>Hledejte cesty i nad r\u00e1mec tradi\u010dn\u00edch metod c\u00edlen\u00ed. Nen\u00ed nutn\u00e9 pouze utr\u00e1cet rozpo\u010det za n\u00e1kladn\u00e9 reklamy. Je mnoho zp\u016fsob\u016f, jak m\u016f\u017eete svou c\u00edlovou skupinu oslovit. N\u011bkdy jedin\u00e9, co bude t\u0159eba investovat, je v\u00e1\u0161 \u010das.<\/p>\n<p>Jak\u00e9 m\u00e1te dal\u0161\u00ed mo\u017enosti? Oslovte svou c\u00edlovou skupinu tam, kde tr\u00e1v\u00ed sv\u016fj voln\u00fd \u010das.<\/p>\n<ul>\n<li>Soci\u00e1ln\u00ed m\u00e9dia<\/li>\n<li><a href=\"https:\/\/orangeacademy.cz\/clanky\/kdo-je-influencer\/\" target=\"_blank\" rel=\"noopener\">Influencer<\/a> marketing<\/li>\n<li>Obsahov\u00fd marketing<\/li>\n<\/ul>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6686\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina2.jpg\" alt=\"C\u00edlov\u00e1 skupina\" width=\"1200\" height=\"800\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina2.jpg 1200w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina2-980x653.jpg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2023\/01\/cilova-skupina2-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/h3>\n<h3>Pro\u010d u v\u00e1s nikdo nenakupuje?<\/h3>\n<p>Paradoxn\u011b i tuto ot\u00e1zku m\u016f\u017eete vy\u0159e\u0161it dobrou znalost\u00ed sv\u00e9 c\u00edlov\u00e9 skupiny. Zjist\u00edte, jak\u00e9 m\u00e1 strachy a obavy. Existuj\u00ed n\u011bjak\u00e9 p\u0159edsudky, se kter\u00fdmi se pot\u00fdk\u00e1? (D\u0159\u00edve si nap\u0159. senio\u0159i mysleli, \u017ee online obchody nejsou dostate\u010dn\u011b seri\u00f3zn\u00ed a budou m\u00edt probl\u00e9m zbo\u017e\u00ed p\u0159\u00edpadn\u011b reklamovat, dodnes jsou lid\u00e9, kte\u0159\u00ed necht\u011bj\u00ed platit kartou apod.). Jak tyto situace \u0159e\u0161it?<\/p>\n<p>Z\u00a0dlouhodob\u011bj\u0161\u00edho hlediska m\u016f\u017eete <strong>svou c\u00edlovou skupinu vzd\u011bl\u00e1vat<\/strong>. Komunikovat v\u00fdhody a odbour\u00e1vat obavy.<\/p>\n<p>Z\u00a0kr\u00e1tkodob\u00e9ho hlediska jim <strong>m\u016f\u017eete ihned nab\u00eddnout nap\u0159. alternativn\u00ed platbu<\/strong> dob\u00edrkou.<\/p>\n<h3>Jak si vybudovat vztah se svou c\u00edlovou skupinou<\/h3>\n<p>Ji\u017e jsme zm\u00ednili, \u017ee lid\u00e9 do sv\u00e9ho rozhodovac\u00edho procesu zapojuj\u00ed emoce. Vypr\u00e1v\u011bjte jim p\u0159\u00edb\u011bhy. Bu\u010fte konkr\u00e9tn\u00ed p\u0159i jejich osloven\u00ed. Nepou\u017e\u00edvejte kli\u0161\u00e9. Budujte vztah na d\u016fv\u011b\u0159e. Budou-li m\u00edt va\u0161i klienti pocit, \u017ee jim rozum\u00edte a ch\u00e1pete jejich obt\u00ed\u017ee, r\u00e1di se na v\u00e1s obr\u00e1t\u00ed.<\/p>\n<p>Pokud u v\u00e1s ji\u017e nakoupili \u010di si objednali va\u0161i slu\u017ebu, potvr\u010fte jim spr\u00e1vnost jejich volby. U\u010di\u0148te z\u00a0n\u00e1kupu takov\u00fd z\u00e1\u017eitek, aby se cht\u011bli vr\u00e1tit. Aby se o svou zku\u0161enost pod\u011blili s\u00a0ostatn\u00edmi.<\/p>\n<p>Jste na soci\u00e1ln\u00edch s\u00edt\u00edch? Dop\u0159ejte sv\u00e9 c\u00edlov\u00e9 skupin\u011b kvalitn\u00ed obsah. Odpov\u00eddejte na jejich dotazy. Neschov\u00e1vejte se za fr\u00e1ze a kli\u0161\u00e9. Lid\u00e9 ocen\u00ed opravdovost. Ud\u011bl\u00e1te-li chybu, \u0159e\u0161te ji. Nikdo nen\u00ed neomyln\u00fd a dokonalost neexistuje. Je ale rozd\u00edl, zda d\u011bl\u00e1te p\u0159i probl\u00e9mu mrtv\u00e9ho brouka, nebo se k\u00a0\u0159e\u0161en\u00ed postav\u00edte \u010delem.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Zaver\"><\/span>Z\u00e1v\u011br<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>V\u00a0\u010dl\u00e1nku jste se dozv\u011bd\u011bli, pro\u010d je d\u016fle\u017eit\u00e9 si definovat c\u00edlovou skupinu a zn\u00e1t sv\u00e9ho ide\u00e1ln\u00edho klienta. Bez jejich znalosti budete t\u011b\u017eko volit vhodn\u00e9 marketingov\u00e9 n\u00e1stroje k\u00a0jejich zac\u00edlen\u00ed. Budete zbyte\u010dn\u011b utr\u00e1cet velk\u00e9 rozpo\u010dty za reklamu, proto\u017ee ta nebude dostate\u010dn\u011b c\u00edlen\u00e1. P\u0159i pr\u00e1ci s\u00a0c\u00edlovou skupinou nemus\u00edte spol\u00e9hat jen na placen\u00e9 reklamn\u00ed kan\u00e1ly. V\u00a0dne\u0161n\u00ed dob\u011b se hojn\u011b vyu\u017e\u00edv\u00e1 nap\u0159. soci\u00e1ln\u00edch s\u00edt\u00ed. Oslovit c\u00edlovou skupinu m\u016f\u017eete i ve spolupr\u00e1ci s\u00a0vhodn\u011b vybran\u00fdm influencerem.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je mnoho zp\u016fsob\u016f, jak si c\u00edlovou skupinu definovat. Kter\u00e1 definice je nejlep\u0161\u00ed z\u00a0marketingov\u00e9ho hlediska? Pro\u010d je dobr\u00e9 v\u011bd\u011bt, komu prod\u00e1v\u00e1me? Na koho c\u00edl\u00edme svou reklamu? A jak nejl\u00e9pe zjistit, kdo je na\u0161\u00edm ide\u00e1ln\u00edm klientem? V\u00a0tomto \u010dl\u00e1nku si \u0159ekneme, jak naj\u00edt svou c\u00edlovou skupinu. A tak\u00e9, jak ji nejl\u00e9pe oslovit. Co je to c\u00edlov\u00e1 skupina? C\u00edlov\u00e1 [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":6685,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[330],"tags":[65,66,54],"class_list":["post-6684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podnikani","tag-marketing","tag-online-marketing","tag-podnikani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00edlov\u00e1 skupina - 4 tipy, jak ji definovat<\/title>\n<meta name=\"description\" content=\"Kdo je va\u0161e c\u00edlov\u00e1 skupina? Na koho c\u00edl\u00edme svou reklamu? Jak naj\u00edt svou c\u00edlovou skupinu? 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Na koho c\u00edl\u00edme svou reklamu? Jak naj\u00edt svou c\u00edlovou skupinu? 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