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Consejos para crear campañas efectivas en 2015 - Gestion.Org Saltar al contenido Se termina un 2014 lleno de buenos momentos y campañas que nos han ayudado a aumentar no solo nuestras ventas, sino también nuestra reputación y visibilidad. Durante este año hemos aprendido nuevas técnicas, pulido otras que ya habíamos utilizado y sobre todo nos hemos dado cuenta de la importancia de planificar cada estrategia al milímetro, pero, ¿cómo podemos mejorar en 2015? Hoy traigo una serie de consejos para aplicar en tu plan anual y conseguir todos tus objetivos:
Planifica el año Si aún no has hecho un plan anual de marketing para tu empresa empieza cuanto antes. Este documento te servirá de guía para implementar estrategias concretas que te ayuden a conseguir los objetivos clave para este periodo. Sigue estos consejos para conseguir un plan lo más completo y detallado posible:
Piensa en las acciones del año anterior: Es muy importante hacer balance de las estrategias concretas que se llevaron a cabo en el anterior periodo. En este análisis debemos hacer una diferenciación entre aquellas que nos reportaron un beneficio y aquellas que fallaron. Para ello debemos haber aplicado mecanismos de análisis que ahora nos permitirán medir y estudiar los beneficios concretos de las medidas aplicadas. ¿Qué hacer una vez que hemos analizado la actividad del año pasado? Utilizar como base aquellas estrategias que triunfaron puede ser un buen recurso para el año que entra, aunque es importante no estancarse y ser siempre creativos. Recordemos que las tendencias cambian y lo que antes funcionó ahora puede llevarnos a fracasar estrepitosamente y viceversa, por eso encontrar los puntos débiles de las estrategias que no llegaron a buen puerto nos puede permitir intentarlo de nuevo con un nuevo enfoque o nuevos recursos. El análisis previo es fundamental en la construcción de un plan de marketing , por eso es importante que todos los trabajadores de la empresa participen para dar su visión general sobre los recursos utilizados.
Estudia las tendencias en marketing y comunicación: Los expertos saben muy bien por dónde irán los tiros, por eso es importante consultar a profesionales del sector para que nos asesoren sobre la mejor forma de aplicar estas tendencias a nuestro modelo de negocio. Hacerlo nos garantizará una precisión en la organización de nuestras campañas que nos ayudará a aumentar los beneficios.
Destina un presupuesto: Cuando hayas analizado las acciones del año anterior y pienses en las tendencias del que entra debes hacer balance del presupuesto que puedes destinar. Esto te ayudará a planificar de forma más concreta las estrategias que podrás seguir y encontrar un profesional que te ayude a poner en práctica el plan estratégico.
Piensa en los mecanismos de análisis: Pensando en el año siguiente es importante que determines los métodos que utilizarás para medir la rentabilidad de cada campaña.
Crea una identidad propia Caminamos hacia un proceso de personalización de la empresas, en la que la identidad corporativa adquiere un carácter humano y la imagen de marca es más importante que nunca. En este escenario es muy importante trabajar en la visión que los clientes tienen de nuestra empresa y hacerlo de la forma más detallada posible para que sea el punto de partida del tono general que se utilizará en las campañas. El proceso debe incluir una auditoría en la que pueden participar todos los trabajadores, la construcción de una imagen corporativa eficaz basada en las conclusiones sacadas en la auditoría y la puesta en marcha de un proceso de comunicación interna para que toda la organización se adapte a la nueva imagen.
Piensa en estrategias audiovisuales Los contenidos dinámicos se están convirtiendo en una buena forma de trasladar el mensaje a los clientes potenciales. Explotar las capacidades de un buen vídeo puede ayudarnos a mejorar nuestras comunicaciones y a llamar la atención de los posibles compradores. Existen agencias y profesionales especializados en este tipo de contenidos que pueden crear el producto perfecto para nuestra empresa.
Permite a tus usuarios llegar a ti de forma fácil Piensa en las costumbres de consumo de tu público objetivo y piensa en la forma de estar presente en sus actividades cotidianas. ¿Has pensado en vender tus productos a través de una app? Cada vez más personas utilizan su smartphone para hacer compras, y facilitar el proceso es una buena inversión de futuro.
Piensa en el marketing como una inversión y no como un gasto Aunque cada vez son menos las empresas que se encuentran en una situación de baja visibilidad por no aplicar las técnicas de marketing adecuadas, todavía hay cierta reticencia a utilizar herramientas de promoción para aumentar la presencia de una empresa y por lo tanto repercutir en las ventas. Esto es así porque muchas empresas no creen que su modelo de negocio necesite un plan de marketing , bien por desconocimiento o porque no encuentran una forma de dar a conocer su negocio que les convenza. Los profesionales del marketing estamos acostumbrados a lidiar con estos miedos y nuestra arma principal son las métricas con las que podemos llevar a cabo un informe del retorno de la inversión.
Adapta tu estrategia de redes sociales Si sigues pensando que los post que publicas en estas plataformas van a ayudarte a vender de forma directa estás muy equivocado. Si es así, posiblemente estés haciendo un esfuerzo que no te está dando resultados, publicando mensajes demasiado publicitarios que pueden aburrir a tus seguidores. Las redes sociales son una buena forma de crear una imagen de marca potente que te ayude a hacerte un sitio en el mercado, pero sus características distan mucho de la publicidad tradicional. Encuentra el equilibrio este año con un plan de redes sociales concreto y basado en objetivos.
Deja que un profesional te ayude Sé que nadie conoce tu negocio mejor que tú y que puedes estar seguro de qué técnicas funcionan mejor para tu empresa, pero un profesional sabe cómo enfocar estas características hacia objetivos concretos. Pide asesoramiento antes de iniciar cualquier campaña para evitar que tus esfuerzos caigan en saco roto.
Empezamos un nuevo año lleno de retos y una planificación de las acciones de mercadotecnia que vamos a utilizar es fundamental para alcanzar todos los objetivos propuestos. Empecemos cuanto antes a hacer balance del año que hemos pasado y a pensar en las estrategias que usaremos en el que entra con la ayuda de nuestra experiencia, las tendencias del próximo periodo y sobre todo del saber hacer de los profesionales del sector.
En este artículo te he dado una serie de consejos para que crees el plan estratégico perfecto para este 2015 y consigas mejorar tu visibilidad atrayendo nuevos clientes, manteniendo y fidelizando a los que ya has conseguido, pero por supuesto todas las acciones que emprendan deben estar englobadas en un plan de marketing que tenga en cuenta las características concretas de tu negocio, tus necesidades, tus recursos y sobre todo las necesidades de tus clientes potenciales. Si intentas iniciar una campaña sin tener en cuenta estos puntos corres el riesgo de fracasar o de no conseguir los objetivos que te has marcado.
Recuerda en que en el sector de la mercadotecnia lo importante es adaptar las tendencias y estrategias más efectivas a tu empresa en concreto, pensando siempre en las necesidades concretas de tus clientes. Solo así tendrás la certeza de que todas las técnicas que utilices son efectivas y traerán resultados en el plazo que te has propuesto.
Con esto, te deseo un 2015 lleno de buenas y grandes acciones de comunicación que te ayuden a llegar a lo más alto y a ser un referente en tu sector.