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Conheça o modelo de negócio Freemium e saiba como estreitar a sua relação com seu público

Conheça o modelo de negócio Freemium e saiba como estreitar a sua relação com seu público
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Freemium é um modelo de negócio baseado na criação e disponibilização de um produto ou serviço gratuito, porém, conforme o usuário avança em sua jornada de consumo ou o objeto da relação não supre mais a demanda adequadamente, a empresa disponibiliza uma opção paga que conta com funcionalidades extras ou recursos mais avançados.

Com a transformação digital e à medida que os consumidores se tornam mais exigentes, as empresas precisam encontrar novos e diferentes modelos de negócios para oferecer uma experiência satisfatória de consumo, seja de produtos ou serviços, seja de informações. Assim, é possível garantir a fidelização do público e, obviamente, superar a concorrência.

Nesse caso, não falamos de B2B e B2C, mas da adoção do freemium. Para quem procura maneiras eficientes de fortalecer a presença da sua marca e criar um relacionamento mais próximo com o consumidor, essa pode ser uma prática extremamente válida para encaixar na sua estratégia. A ideia consiste em atrair usuários com um produto gratuito, conquistá-lo e manter sua fidelidade por meio de uma versão paga.

Que tal, então, conhecer um pouco mais sobre o freemium, como ele modificou o mercado e quais podem ser os benefícios para um negócio ao adotar essa estratégia? A seguir, abordaremos os seguintes tópicos:

Confira o nosso post!

O que é freemium e como esse modelo funciona?

Freemium é a junção dos termos “free” (livre ou gratuito) e “premium” (que passa a ideia de ser algo de melhor qualidade ou mais exclusivo). Na prática, é um modelo de negócio que disponibiliza um serviço e/ou produto gratuito que, porém, passa a ser pago para contar com algumas funcionalidades extras ou recursos mais avançados.

O conceito surgiu em 2006 com o capitalista de risco norte-americano Fred Wilson, que escreve, em seu blog, sobre investimentos, internet e novas tecnologias. A ideia principal foi a de criar uma base maior de clientes com o serviço gratuito e, aos poucos, mostrar as funcionalidades que eles poderiam adquirir ao assinar os pacotes pagos.

Como o modelo de negócio favorito de Wilson, a oferta gratuita de um produto ou serviço tinha como ação subsequente o oferecimento de upgrades por meio de uma processo de atração que consistia, basicamente, no uso de estratégias como Buzz Marketing ou pesquisas orgânicas nos mecanismos de busca.

O principal objetivo foi mostrar, aos poucos, os benefícios de contar com a opção paga para conquistar os clientes em longo prazo, ou seja, qualquer pessoa que se interessasse poderia usar o produto ou serviço sem gastar um único centavo, entretanto, apenas quem assinasse algum plano pago teria acesso completo aos recursos mais avançados do objeto da relação.

Muitas vezes, essa prática pode ser confundida com o oferecimento de amostras grátis, porém, as situações são completamente diferentes, uma vez que aqui se objetiva estreitar a relação com a lead a ponto de despertar a percepção de valor no uso do produto ou serviço para, finalmente, garantir que o valor cobrado não seja preterido pelo usuário.

Por mais que o objetivo final seja o mesmo — oferecer uma experiência para que o usuário conheça melhor o produto ou serviço completo —, as amostras costumam ter um prazo de duração. Dentro do modelo freemium, o usuário que optar por não pagar continua a usufruir do produto ou serviço sem prazo para encerrar a relação ou sem gerar problemas com a empresa que o disponibilizou.

A utilização do freemium pode ser motivada por inúmeros fatores: da busca por uma base maior de clientes em potencial até o aumento da relevância e credibilidade da sua marca dentro do mercado de atuação. E tudo isso só é possível a partir da oferta gratuita — e eficiente — dos seus serviços na versão básica.

Afinal, não adianta apresentar para o consumidor um serviço e/ou produto de baixa qualidade e achar que ele vai se interessar em um possível upgrade. Pior: a experiência com a marca terá sido negativa e o tiro pode sair pela culatra. Ele quer se sentir valorizado pelas empresas e nada melhor do que satisfação gratuita, certo?

Portanto, é preciso encontrar um meio termo que seja sustentável para o seu negócio e também satisfaça o consumidor. Adicionar propagandas na versão gratuita, por exemplo, pode ser uma alternativa. Aos poucos, você demonstra ao usuário como pode ser bom fazer a migração e tenta convencê-lo de que os serviços extras podem ser ainda mais úteis.

Quais são os exemplos mais comuns de freemium no mercado?

Para que o funcionamento desse modelo fique ainda mais claro para você, separamos dois exemplos de empresas que adotam o freemium como estratégia de vendas e conseguem se destacar dentro dos seus segmentos de mercado. Confira!

Spotify

freemium

O Spotify é o melhor exemplo de quem adotou o freemium como modelo de negócio e conseguiu excelentes resultados. O serviço oferecido é o mesmo para todos os usuários, que podem ouvir seus artistas preferidos, criar playlists e escutar os principais lançamentos, porém, quem não paga é interrompido por anúncios de tempo em tempo.

Ao assinar o pacote premium, o usuário não é interrompido por propagandas e ainda pode baixar as músicas em seu dispositivo e escutá-las mesmo offline. Ou seja, o Spotify oferece o mesmo serviço para todo mundo, porém, quem se dispõe a assinar algum dos seus planos acaba contando com esses recursos extras.

Para se ter uma ideia do sucesso do Spotify, a taxa de conversão do seu modelo de negócio — que costuma não ultrapassar os 5% em casos de sucesso com freemium — chegou aos 26,6%. De acordo com informações divulgadas pela própria plataforma em 2015, dos 75 milhões de usuários mensais, 20 milhões assinam os serviços premium.

Dropbox

freemium

Outra empresa que se destaca nesse modelo é o Dropbox, um SaaS que oferece um serviço de armazenamento e compartilhamento de arquivos online. A partir do conceito de nuvem, usuários podem salvar, trocar e acessar documentos em qualquer lugar que tenha acesso à internet. Qualquer pessoa tem direito a 2 GB de armazenamento gratuito.

Porém, para aqueles que querem mais espaço, a empresa oferece o serviço premium, com planos voltados para pessoas físicas e jurídicas. Cada um tem a sua especificidade, porém, o grande diferencial ao pagar é contar com mais espaço para armazenamento. A estratégia parece funcionar, já que a taxa de conversão está na casa dos 4%.

Quais são as vantagens de adotar essa estratégia?

Que tal, então, entender melhor quais são as vantagens de adicionar o freemium ao seu plano de negócios? Listamos os principais benefícios para sua empresa ao adotar esse modelo!

Aumento no valor da marca

O principal benefício é, sem dúvidas, o aumento no valor da sua marca. Afinal, você está proporcionando uma experiência gratuita e de qualidade para aquele usuário. Por mais que ele não assine um plano premium, você cria uma relação mais próxima e saudável com um consumidor em potencial, ou seja, a sua lead.

O Brand Awareness também aumenta, já que, a partir da divulgação dos seus serviços e/ou produtos, mais pessoas passam a conhecer a marca e a reconhecê-la em relação aos concorrentes. Além disso, cada vez mais consumidores usufruirão dos benefícios de seus produtos ou serviços, e isso pode ser uma grande oportunidade de atração no início do funil de conversões.

Tudo isso contribui para quem quer ser visto como uma autoridade dentro do seu mercado de atuação e se destacar da concorrência aos olhos dos consumidores.

Mais informações sobre o consumidor

Outro ponto positivo do freemium é o acesso que você passa a ter sobre dados de comportamento e de perfil do seu público. Para suas estratégias de venda e de Marketing Digital, isso pode ser algo extremamente eficiente: ao conhecer melhor o usuário que você quer transformar em um consumidor fiel dos seus produtos e/ou serviços, as chances de conversão aumentam consideravelmente.

Coletando essas informações, você gera insights não só para as ações de comunicação, em um momento em que conhecer a sua persona é um grande diferencial, mas também para identificar quais funcionalidades premium podem ser mais atraentes para cada usuário. E nada mal ter todas essas informações dentro de casa, não?

Mais eficiente do que o premium

Ao oferecer apenas uma pequena amostra do que o usuário pode utilizar e, em seguida, limitar seu uso, você tem uma janela de intervalo mais curta para apresentar o produto e compreender melhor o que o público-alvo realmente deseja. O freemium é, portanto, mais eficiente do que o modelo único baseado no oferecimento de produtos ou serviços exclusivamente premium.

Além dos benefícios de aproximar sua marca do consumidor — o que pode facilitar a fidelização — e criar ações de marketing mais eficientes, é mais fácil conquistar uma conversão amistosa e de fácil reconhecimento de valor. Quer um exemplo? A partir dos feedbacks, é possível reduzir ainda mais o seu CAC (Custo de Aquisição por Cliente) e, consequentemente, aumentar o ROI (Return of Investiments) dos seus esforços de marketing e de vendas.

Quais os principais riscos do modelo freemium?

O principal risco do freemium é não justificar o investimento no negócio. Isso pode ocorrer por vários motivos, mas, principalmente, a partir dos fatores que relacionamos a seguir.

Atrair clientes bad fit

O primeiro e maior problema com o freemium é que ele tem um risco potencial de atrair clientes bad fit, aqueles que não se encaixam na sua estratégia em função de características, expectativas e necessidades diferentes das que foram identificadas na sua persona.

Quando a empresa oferece algo gratuitamente, muitos usuários podem aceitar a oferta simplesmente por essa característica e não porque o produto ou serviço pode satisfazer alguma necessidade específica.

Essa ocorrência não justifica a qualificação de leads, pois nenhum investimento terá retorno, por maior ou mais efetivo que ele seja, se o cliente não tiver o fit da empresa.

Assim, em longo prazo, o maior problema da estratégia será não gerar uma fonte de renda que garanta a sustentabilidade do negócio. Mesmo que a base de usuários seja grande, o número de leads que avançarão pelo funil de conversões pode ser insuficiente.

Tornar o negócio insustentável

Com clientes bad fit ou com uma estratégia pouco eficiente de convencimento para as conversões, a empresa provavelmente se tornará um negócio pouco sustentável. A sustentabilidade está relacionada à construção de uma empresa capaz de gerar renda para cumprir com as suas obrigações financeiras e crescer.

Por isso, é preciso considerar todas as funcionalidades e argumentos que farão com que os usuários atualizem a versão freemium para premium, pois, conforme falamos, alguns recursos são mais efetivos em fazer os usuários enxergarem valor em uma experiência mais profunda.

Quando o modelo freemium é usado em um ambiente corporativo, por exemplo, ocorre uma descentralização de uso difícil ou quase impossível de ser convertida na consolidação de um produto ou serviço mais robusto, porém pago.

Existem outras maneiras de monetizar um produto ou serviço sem que o usuário pague por ele, entretanto, a maioria delas está relacionada ao comprometimento da experiência de uso.

Logo, existe uma linha tênue entre prejudicar a experiência de usuários freemium com baixo potencial de se tornarem premium e manter a sustentabilidade do negócio, principalmente porque, se o uso do objeto, ainda que de forma gratuita, não for boa o suficiente para gerar altos índices de satisfação, esse negócio já estará comprometido de qualquer forma.

Como implementar e gerir esse modelo de negócios?

Para minimizar esses riscos, será preciso atuar de forma precisa. Liste todos os seus recursos e selecione os mais atraentes para adição ao plano premium. Entretanto, ao escolher esses recursos, certifique-se de que o pacote realmente tem usabilidade e soluciona o problema do cliente.

Com base nas características dos usuários e seus principais anseios — analisados conforme o uso do produto ou serviço —, identifique demandas recorrentes e potencialidades que seriam indispensáveis ao modelo freemium, mas disponíveis apenas ao premium.

Uma excelente métrica para segmentar as leads com potencial de qualificação é a taxa de uso. Seja com periodicidade diária, seja semanal, defina a frequência mínima e máxima de uso até que o modelo freemium não atenda mais as expectativas de uso ou a qualidade necessária para uma boa experiência.

Com o tempo e à medida que sua base de usuários aumenta, você deve manter uma taxa de conversões viável e isso também depende do período em que os usuários utilizam os produtos e serviços oferecidos. Usuários mais recentes também tendem a enxergar menos valor na experiência de consumo, logo, são mais difíceis de converter.

Os recursos devem ser equilibrados de forma que haja um valor claro no produto premium e que o valor seja tangível para o usuário. Certifique-se de que os limites impostos no sistema freemium sejam razoáveis para não prejudicar irremediavelmente a experiência dos clientes.

O modelo freemium deve ser limitado, enquanto o premium extremamente escalável. Por fim, preste muita atenção à satisfação do seu cliente já convertido. Isso pode ajudar a tornar o produto ou serviço premium viral, por meio de indicações e publicidade orgânica que, geralmente, acontece na própria loja de aplicativos ou canal onde o produto ou serviço foi disponibilizado.

Como isso é possível? Por meio das avaliações que permitem o registro de feedbacks e a obtenção de provas sociais que atestam a qualidade da sua marca em pontos de contato com o público e, em longo prazo, demonstram que sua empresa é confiável tanto para os usuários quanto para os search engines.

O freemium é, portanto, uma estratégia eficiente para quem quer fortalecer a presença da marca dentro do seu segmento de atuação e, ao mesmo tempo, estreitar os laços com os usuários que podem se transformar em clientes pagos, desde que a estratégia seja bem delimitada e compatível com a persona do negócio.

Afinal, não há publicidade melhor do que ser útil diariamente para o seu público-alvo, entretanto, a estratégia perfeita é, simultaneamente, útil ao consumidor e rentável para a empresa, de forma a justificar o investimento e promover o crescimento do negócio!

About Post Author

Yuri Medeiros

Olá, Seja Bem Vindo! Meu nome é Yuri Medeiros, moro em São Paulo e desde 2009 vinha trabalhando no mundo off-line em comércios da minha família. Mas apesar de ter um Negócio próprio, eu não estava feliz trabalhando o dia inteiro de Domingo a Domingo. Parece meio contraditório, mas sempre gostei da ideia de ter um negócio totalmente meu. Porém, eu não estava nada feliz trabalhando com algo que não me dava prazer e ainda por cima tirava toda minha liberdade! Foi a partir dessa frustração que comecei a pesquisar sobre formas de “como ganhar dinheiro” na internet, em livros e vídeos no Youtube. Depois de tanto pesquisar, acabei encontrando o Empreendedorismo e Marketing Digital.
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Sobre o Autor

Yuri Medeiros
Yuri Medeiros

Olá, Seja Bem Vindo! Meu nome é Yuri Medeiros, moro em São Paulo e desde 2009 vinha trabalhando no mundo off-line em comércios da minha família. Mas apesar de ter um Negócio próprio, eu não estava feliz trabalhando o dia inteiro de Domingo a Domingo. Parece meio contraditório, mas sempre gostei da ideia de ter um negócio totalmente meu. Porém, eu não estava nada feliz trabalhando com algo que não me dava prazer e ainda por cima tirava toda minha liberdade! Foi a partir dessa frustração que comecei a pesquisar sobre formas de “como ganhar dinheiro” na internet, em livros e vídeos no Youtube. Depois de tanto pesquisar, acabei encontrando o Empreendedorismo e Marketing Digital.

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