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Marketing personal o cómo promocionarte como profesional Saltar al contenido Si eres freelance trabajar tu marketing personal se ha convertido en una auténtica necesidad . Y es que en un mundo donde la competencia es brutal en cualquier sector, diferenciarse es vital. Pero, ¿cómo conseguir mostrar todo tu potencial y valía a tus clientes? ¿Cómo destacar frente al resto de profesionales? En el post de hoy no solo te daremos respuesta a estas 2 preguntas sino que aprenderás a revalorizar tu marca personal un poco más cada día. ¡Empezamos!
¿Qué es el marketing personal? El término marketing personal puede sonar algo extraño. ¿Puede uno «autovenderse» de verdad? Y lo más importante, ¿es efectivo? Pero no nos adelantemos. Empecemos con unas definiciones sobre marketing personal. En un primer momento, podríamos definir al self branding como la rama del marketing que te permite posicionarte y diferenciarte del resto de la sociedad. Pero la realidad es que no todos los expertos definen el marketing personal de la misma forma. Por ejemplo, para Catherine Kaputa (estratega de marca) el self branding consiste en «encontrar lo diferente y lo especial que hay en ti para compartirlo con los demás”. En cambio, para Arancha Ruiz (profesora de marketing personal en el IE Business School ) “es elegir y recorrer el mejor camino para tu talento”. Podríamos volcarte en este post miles de las definiciones que existen sobre este término. Pero todas nos llevan hasta el mismo punto: ofrecer lo mejor de ti para reforzar tu posición en el mercado.
¿No se te ocurren ejemplos de marketing personal? A veces resulta complejo el imaginar cómo puede uno promocionarse como profesional. Para que veas que no es tan difícil te dejamos algunos ejemplos. Verás desde los más clásicos hasta los más 2.0.
1. El currículum vitae Tu currículum es una gran oportunidad para mostrar todo tu potencial. No solo a nivel de estudios o experiencia profesional sino también para destacar otro tipo de habilidades:
Los currículums han evolucionado muchísimo. No te quedes solo con el típico folio en el que mostrabas todos tus datos. Intenta crear tu currículum digital.
2. Tu página web personal Y con currículum digital nos referimos a que montes tu propio blog. Un blog es una herramienta increíble para desarrollar tu marca personal porque en los posts mostrarás de forma real todo lo que sabes hacer. No cuentas, demuestras. ¿Eres estudiante y quieres potenciar tu marca personal? Entonces, te interesa esto .
3. Un canal de YouTube Una de las herramientas más potentes que existen ahora de promoción son los vídeos. A las personas el poder verte o incluso hablar contigo en directo si haces streaming les encanta. Es una forma de «desvirtualizarte» increíble y poder conocer a la persona . Que como verás en el siguiente apartado, esto tiene una importancia increíble en tu marca personal.
4. Tarjeta de visita Y ahora pensarás, «¿gastar dinero en tarjetas de visita?». Aunque te parezca una medida muy 1.0, la realidad es que siguen teniendo mucha vigencia si haces networking . Si una persona te pregunta cuál es tu blog o cómo localizarte en redes sociales: ¿cómo harás que se quede con la información? Por eso es importante que también cuides su estética y presencia.
¿Cuáles son las diferencias entre branding personal, marca personal y marketing personal? En cualquier tema que tiene que ver con el marketing la terminología es abundante. De hecho, solo hace falta ver todos los tipos de marketing que existen. Y como no, el branding no iba a ser menos. A la hora de hablar de marketing personal suelen nombrarse otros 2 términos: marca personal y branding personal. En este post, Luis María Villanueva explica de forma exacta qué significa cada uno:
1. Branding personal Este término se refiere al proceso de crear una marca . Como cuando realizamos un plan de marketing , la creación de tu propio branding requiere desarrollar una serie de etapas:
Análisis de la situación actual. Objetivos. Estrategia. Acciones. Medir. Todo ese camino es al que se refiere el término de branding personal. No obstante, piensa siempre en tu marca como «algo» vivo. Nunca vas a dejar de crecer como profesional y eso implica que tu marca crecerá y se agrandará contigo . Por esto, el trabajar tu branding personal no es un proceso cerrado. Es una materia que trabajarás a lo largo de toda tu carrera profesional.
2. Marketing personal Aquí es donde entra un poco la confusión. Tanto el término anterior como este se suelen usar para hablar del proceso de crear tu marca como profesional. De hecho, se suelen usar indistintamente. Pero como explica Luis en el post, si nos ceñimos a lo que se refiere el término, el marketing personal está enfocado a la promoción y difusión de nuestra marca.
3. Marca personal Y llegados a este punto, te estarás preguntando qué es la marca personal. La marca personal es el resultado final de tu trabajo de branding y marketing personal. Dicho de forma más fácil. Tu marca personal es el conjunto de valores o sensaciones que despiertas en en tu audiencia. Pero remarca aquí la palabra «valores». Cuando hablamos de marca personal es muy habitual que las personas solo se queden con el aspecto más profesional: estudios, experiencia, colaboraciones, premios, artículos… Sin embargo, eso es una visión muy sesgada de lo que implica en realidad. En plena era del marketing digital y en el que tenemos acceso a muchísima información las personas buscan algo más a la hora de contratar a un freelance. Aquí es donde entran en juego ese otro tipo de valores:
Cercanía. Accesibilidad. Simpatía. Despierta confianza. Etc. Muchas veces, para un cliente es mucho más importante sentir que la persona le genera confianza que toda la experiencia profesional del mundo.
Cómo crear tu plan de marketing personal + 6 consejos Como te decíamos antes el proceso de crear una marca se suele dividir en las mismas fases que un plan de marketing:
Análisis de situación actual Objetivos. Estrategia. Acciones. Medir. En Gestion.org tenemos toda una sección específica sobre cómo crear un plan de marketing y ahí encontrarás toda la información que necesitas. Sin embargo, también te queremos dejar este vídeo de Jorge Jiménez (experto en creación de marca personal) donde explica cómo elaborarlo. https://www.youtube.com/watch?v=BXhn22HIwtk&t=44s Y ahora ya sí vamos a por esos 6 consejos más específicos y que es importante que tengas en cuenta a la hora de elaborar tu marca personal.
1. Conoce tus puntos fuertes y tus puntos débiles Nadie te conoce mejor que tú y eso es importante porque te ayudará a conocer qué oportunidades se adaptan mejor a tus necesidades. Ojo, eso no quita que seas autocrítico y veas qué defectos tienes que arreglar.
2. No pierdas nunca de vista tus objetivos Olvídate de que tu plan de marketing tenga éxito si no tienes una meta marcada. Pero, ¿te has planteado si sabes definir tus objetivos de una forma correcta? Para hacerlo puedes seguir lo que en marketing se conoce como técnica SMART:
Specific (específico): el objetivo y los métodos deben estar claramente definidos. Tenlo muy en cuenta.Measurable (medible): mide de forma numérica.Achievable (realizable): que sea algo posible de realizar.Relevant (relevante): que sea importante.Time framed (limitado en el tiempo): fijar un plazo máximo para su concreción. Si te fijas, el sistema SMART lo que busca es obligarte a definir de forma muy específica a dónde quieres llegar.
3. Muéstrate Acuérdate de lo que vimos con los vídeos. Para tu audiencia será determinante el saber quién está ahí detrás. Por eso es muy importante que crees una página de «Sobre mí» en tu blog . No te lo tomes a la ligera, esta página suele ser una de las 4 más importantes dentro de cualquier blog. Consejo extra: pon un formulario de suscripción en tu página de «Sobre mí». Suele ser una página muy buena para captar leads .
4. No intentes correr con toda la carga de trabajo tú solo Quítate de la cabeza la idea de que eres capaz de hacerlo todo tú . Y es que tienes que tener en cuenta 2 circunstancias:
La falta de tiempo La falta de experiencia. Así que no lo dudes y pide la ayuda de un profesional cuando creas que no puedes seguir solo.
5. Fideliza a los clientes Crea una comunidad de clientes fieles. Consigue que tengan confianza en ti. ¿Cómo? Te dejamos ideas.
Responde siempre los emails y comentarios que te presenten tus lectores. Interactúa en redes sociales. Ofrece contenidos gratuitos muy potentes: lead magnets. Etc. Aunque lo más importante de todo es que consigas que se conviertan en suscriptores. El email es un canal muy potente para comunicarte con tu audiencia.
6. No tengas miedo a cometer un error La pata la vas a meter seguro, una y mil veces porque forma parte del proceso. Pero como dice el dicho “de los errores se aprende”. Cuando veas que la has liado no te hundas e intenta sacar algo bueno de esa situación.
¿Estás listo ya para crear tu plan de marketing personal? ¿Estás definiendo ahora tu marca personal y eres estudiante? No pienses que tu marca personal comienza cuando sales de la facultad. Nada más lejos de la realidad. Mientras estudias es el momento ideal para que crees tu blog y empieces a ganarte un reconocimiento. ¿No sabes cómo? Entra en nuestro…