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Cómo aplicar el marketing automation a tu empresa o cómo vender en automático - Gestion.Org Saltar al contenido El marketing automation o marketing automatizado es un concepto que está de moda aunque es una estrategia que cuenta ya con varios años. Pero ¿qué es realmente esto de automatizar el marketing? Y lo más importante, ¿qué aplicaciones prácticas tiene para nuestra empresa? Si quieres ver cómo un software (y ya estamos contando demasiado) puede ser la nueva revolución eficiente de tu empresa no pares de leer.
¿Qué es el marketing automation (marketing automatizado)? Para explicarte en profundidad qué es el marketing automation tenemos que ponerte en contexto. Dentro de las distintas estrategias que se pueden usar en el marketing digital surge un concepto nuevo: el inbound marketing . Este término, más que un nuevo tipo de marketing, se refiere a una manera diferente de hacer las cosas. Mientras que el marketing tradicional se ha enfocado en «perseguir» a los clientes con la publicidad (llegando a unos límites de auténtico intrusismo), el inbound marketing se basa en atraer. No se atosiga a los consumidores porque se entiende que es mucho más eficaz y más sano que sean ellos, de manera voluntaria, los que se acerquen a ver nuestros productos y servicios. ¿Y eso es posible? ¿De verdad los consumidores vendrán voluntariamente? Sí, esta nueva filosofía (basada en el marketing del permiso de Seth Godin) consiste en atraer a nuestra audiencia con contenidos de su interés y gratuitos. Sí, has oído bien, gratuitos. El sistema, resumido, sería el siguiente:
Atracción: atraemos a nuestro buyer persona a través de técnicas como el marketing de contenidos , SEO, campañas de publicidad PPC y el social media marketing .Conversión: el objetivo ahora es que todas las personas que lleguen a nuestra web se conviertan en leads . O lo que es lo mismo, nos dejen sus datos (lo habitual es el nombre y el email) para que podamos ponernos en contacto con ellos.Educación: ahora que ya tenemos su correo electrónico podemos emplear una estrategia de email marketing con la que estrechar nuestra relación con esos leads. En este punto se desarrollan 2 fases: el lead scoring y el lead nurturing (lo veremos más adelante). Lo importante es que sepas que el objetivo de esa fase es «educar» a los leads en relación a nuestros productos y servicios para que más adelanten nos compren.Venta: si tu email marketing combinado con tu estrategia de contenidos ha funcionado bien, lo lógico es que el suscriptor se vaya convenciendo poco a poco de que los productos y servicios de nuestra empresa son la solución a sus problemas.Fidelización: aquí seguimos trabajando nuestra relación con el cliente para fidelizarlo y que nos compre más veces. A estas alturas es posible que te preguntes: ¿y esto qué tiene que ver con la automatización? Si seguimos la definición de marketing automation de la agencia InboundCycle , nos encontramos con que este término se refiere a:
La utilización de software informático para realizar acciones de marketing de forma automatizada. Gracias a ello, la empresa puede realizar procesos que de manera natural serían dificultosos y conseguir más eficiencia y un mayor control sobre los mismos.
El objetivo es automatizar muchas de las acciones que realizamos a lo largo de las 5 fases anteriores para optimizar todo el proceso y ser más eficientes. ¿Eres de los que ama el formato vídeo? Aquí te dejamos un vídeo de la agencia InboundCycle explicando en profundidad qué es la automatización del marketing. https://www.youtube.com/watch?v=AzBmpt_N42Y
Ventajas del marketing automatizado Siempre que se habla de automatización pensamos en ahorrar una cantidad increíble de tiempo mientras un «robot» realiza todo el trabajo. Aunque esa concepción no es del todo real, sí que es cierto que uno de las grandes beneficios del marketing automation es esa. Aunque como vas a ver ahora, no es la única.
1. Segmentación En cuanto la persona deja su email en un formulario, entra a formar parte de tu base de datos. Sin embargo, para que nuestra estrategia de email marketing sea lo más efectiva posible, debemos subdividir a todos esos leads según sus intereses. Esto es lo que nos permitirá mandarles unos contenidos personalizados para que mantenga su interés hacia nosotros.
2. Eficacia en la venta Antes te mencionamos el concepto de lead scoring. Este término se refiere a medir el lead según su interés hacia nuestros productos. Eso se puede saber por cómo interactúa el usuario con los contenidos que les mandamos. Los software de marketing automation evalúan los emails que se abren, los que no, dónde hace clic el usuario, etc. Esta medición nos hará poder personalizar todavía más nuestra estrategia para mandar a cada usuario los mejores contenidos de cara a conseguir la venta. Y esto es a lo que se denomina lead nurturing (alimentar al lead).
3. Estrechas la relación con tus suscriptores Una de las automatizaciones más conocidas es la que tiene que ver con crear un autoresponder: una secuencia de email que están programados para que le lleguen cada cierto tiempo al usuario. Esto hace que la marca esté siempre presente para la persona y mantiene vivo su interés. Además, la regularidad favorece el que se genere confianza en la marca.
4. Aumenta el ROI No podía ser de otra manera porque no dejamos de estar hablando de optimizar la relación que tenemos con nuestros clientes. Además, todo lo que es una estrategia basada en el inbound marketing se basa precisamente en la eficacia. No nos dirigimos a grandes masas como en el marketing tradicional porque buscamos aportar un trato personalizado, lo que a su vez, provoca una mayor conversión.
5. Monitorización Se podría decir tranquilamente que «si no mides, no estás haciendo marketing» y con el marketing automatizado pasa lo mismo. La ventaja es que estos tipos de software nos facilitan mucho esta gestión, ya que nos proporcionan muchas métricas.
6. Mejora la percepción de la marca Al mantener una relación continua con el cliente a través de los emails y ver cómo recibe contenidos de valor que le interesan (muy importante este punto, ya que sin la personalización todo carecería de sentido) su sensación positiva hacia la marca. Por eso hablamos de inbound marketing: nos ganamos el respeto y la confianza del cliente para que sea él el que se acerque a nosotros.
¿Qué se puede hacer con el marketing automation? Si hay una pregunta que te interese, seguramente será esta. Ahora que ya sabes qué es y cuáles son sus ventajas, lo que quieres ver ahora de verdad es cómo se puede aplicar. Te damos 3 ejemplos:
1. Saber qué desea tu audiencia Sí, los software de marketing automatizado pueden controlar el comportamiento de los usuarios en tu web para «adivinar» qué es lo que más les interesa. Por ejemplo, puede medir:
En qué artículo de tu blog pasa más tiempo. En qué enlaces pincha. En qué momento decide irse. Esa información le permitirá determinar qué contenidos interesan más al usuario y poder así remitirle a los contenidos que más le puedan gustar.
2. Avanzar en el embudo de ventas Las 5 fases que te comentamos antes se basan en el embudo de ventas, que es el proceso que vive una persona de cara a la compra. Como te dijimos al principio, gran parte de ese proceso se basa en comunicarnos con nuestro lead por medio de emails. Pero la magia de la automatización es que podemos personalizar el siguiente email que recibirá la persona según haya sido su comportamiento con el anterior. Por ejemplo, imagina que mandas un email al lector en el que le ofreces 2 guías gratuitas en relación con tus servicios. Si el usuario pincha en una, lo normal es que sea porque esa le interesa más. Esa acción hará que el siguiente email que reciba trate sobre el mismo tema, pero que aborde aspectos más específicos. Lo que estamos haciendo es mandarle cada vez información más específica para prepararle de cara al email de venta. Pero imagina que en un momento dado de la cadena el usuario deja de abrir los emails o deja de pinchar en los enlaces. Eso significará que ha perdido el interés por ese tema. ¿Tendría sentido seguir enviándole información? No. Así lo único que conseguiremos es aburrirle y que se dé de baja. Si deja de interactuar, podríamos mandarle otro email con contenidos de otros temas distintos. Y así, volveríamos a empezar.
3. Formularios inteligentes Para que veas que no todo está relacionado con el email marketing, te damos otro ejemplo de marketing automation distinto. En este caso se trata de unos formularios de captación de leads avanzados. A través de las cookies, nuestra web será capaz de detectar si esa persona ya está en nuestra base de datos y a través de qué formulario ha accedido (por la segmentación). Con esta información podremos de nuevo trabajar la experiencia del usuario. Una de sus mayores utilidades es que nos permite saber qué información tenemos del usuario para no repetirnos y no aburrirle.
¿Para qué usas tú el marketing automatizado? En el artículo solo te hemos indicado 3 ejemplos de lo que puedes llegar a hacer con las automatizaciones, pero las posibilidades son infinitas. Por eso queremos saber cómo automatizas tu negocio y qué es lo que mejor te funciona. El debate queda abierto.