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Marketing Online Saltar al contenido Pasar del marketing offline al online o mantener los dos no es una tarea fácil, pero te ayudará a abrir una nueva línea de promoción que puede darte muchos beneficios.
El linkbuilding puede ayudarte a aumentar la visibilidad de tu empresa en buscadores.
Un suscriptor es una persona interesada en los contenidos que publicas y que te consideran un referente en el sector.
Marketing online: cómo usar internet para potenciar tu negocio La llegada de Internet ha marcado un antes y un después en el mundo del marketing. Tanto es así, que el marketing online está quitándole cada vez más importancia al marketing tradicional. En eso todos estamos de acuerdo. Pero, ¿de qué manera influye en la mercadotecnia? Echa un ojo a este post porque te vamos a dar los puntos claves para plantear una buena estrategia de marketing online para tu negocio. Así que, ¡manos a la obra!
¿Qué es el marketing online? Remontémonos hasta los años 90. En esa década, cada vez más empresas empiezan a vender sus productos a través de sus páginas web. Nace el marketing online. Estas empresas necesitaban echar mano del marketing para atraer clientes, promocionar y vender sus productos o servicios por Internet . Con la llegada Internet se abre un nuevo canal de comunicación con los clientes. Un canal que es nueva oportunidad para vender nuestros productos.
¿Qué es el marketing online de forma más exacta? Definiciones hay muchas. Por ejemplo, para Philip Kotler (economista y especialista en mercadeo) considera que el marketing online es “lo que una empresa hace para dar a conocer, promover y vender sus productos y servicios por Internet”. Por otro lado, Alex Chris , de Reliablesoft.net lo define “como la construcción de conciencia y promoción de una marca usando todos los canales digitales disponibles”. Para nosotros, la definición más sencilla de marketing online es «cualquier esfuerzo que realice la empresa para difundir sus productos o servicios por medio de Internet para llegar a las personas». Dependiendo de las necesidades de tu negocio pueden llevarse a cabo las siguientes estrategias de marketing online:
Publicidad online Anuncios en sitios web Email marketing Posicionamiento en motores de búsqueda Uso de redes sociales Lo que está claro es que Internet ha supuesto una revolución en todos los sentidos. Un negocio que viva de espaldas a la red está destinado sí o sí a desaparecer. Sin embargo, muchas empresas piensan que solo «con estar» ya es suficiente . Grave error. Si de verdad quieres optimizar tus resultados tienes que desarrollar una estrategia de marketing online.
Diferencias entre el marketing online y el marketing digital Cuando escuchas hablar de marketing online y marketing digital puedes tener la sensación de que ambos términos significan lo mismo. Pero lo cierto es que aunque se parezcan entre sí no son lo mismo. Estos términos no se refieren a lo mismo y es importante que sepas diferenciarlos. Si nos vamos a una definición más purista, podemos decir que el marketing digital integra a cualquier canal digital que exista . Eso engloba a Internet (visto desde un ordenador), las redes sociales y el marketing móvil. En cambio, el marketing online se centra en sacar el máximo partido de Internet. Mientras que marketing digital es el concepto que abarca cualquier canal o dispositivo que usa Internet, el marketing online se ciñe al Internet «normal». A lo que podríamos denominar la «versión escritorio». Si quieres profundizar más sobre este tema no dejes de echar un vistazo a nuestra sección sobre marketing digital.
Cómo plantear tu estrategia de marketing online en 5 pasos Un error muy habitual de las pymes o los emprendedores es pensar que porque su empresa es pequeña no necesita estrategia. Nada más lejos de la realidad. Aunque tu negocio sea unipersonal siempre necesitarás desarrollar un plan de marketing online para conseguir triunfar en Internet. Sin una planificación, te aseguramos que lo único que conseguirás es dar palos de ciego. Además hay un detalle que tienes que tener en cuenta. A pesar de que las compras online están cada vez más de moda, lo cierto es que aún existe un porcentaje muy alto de personas que son reacias a comprar por Internet. Todavía existe miedo. Por eso, el punto más importante en toda estrategia de marketing es generar confianza entre los usuarios de Internet. Sobre cómo realizar un plan de marketing (también valdría para uno digital) hemos creado una sección específica a la que puedes acceder pinchando aquí . Sin embargo, sí queremos entrar en 5 puntos que nos parecen esenciales y que si no defines bien tu campaña de marketing online no funcionará.
Punto 1: elige un sector específico En Internet es muy habitual el encontrar negocios que lo venden todo. Sí, como si estuviésemos en un bazar ofrecen de lo más variopinto. Eso es un gran error. Hace ya muchos años que no funciona el dirigirse a una audiencia generalista (intentar vender a todos). Esa idea es más propia del marketing tradicional que del moderno. Ahora la eficacia está en la hipersegmentación. Elige muy bien tu sector y quién es tu público .
Punto 2: tu objetivo es ayudar a tus clientes Como propietario de una empresa, lo más normal es que te centres en conseguir el mayor número de clientes posibles. Sin embargo esto es erróneo. Este no es el enfoque adecuado. En lo que tienes que trabajar es en ayudar a resolver los problemas o necesidades de tus clientes . Y hacer eso es lo que derivará en nuevas ventas.
Punto 3: en redes más vale calidad que cantidad Cada vez es más alto el número de personas que utilizan las redes sociales, pero no intentes abarcarlas todas. Eso es uno de los errores más típicos. Selecciona en la que tú entiendas que más cerca estarás de tus clientes. Hasta que no tengas dominada esa, no abras un perfil en otra. Las redes sociales son la plataforma perfecta para que haya una comunicación directa y más cercana con los clientes.
Punto 4: crea una estrategia de contenidos El marketing de contenidos es una de las estrategias más potentes para atraer nuevos clientes. De hecho, en ese post de la agencia 40 de Fiebre ofrecen un dato muy revelador: para el 78% de los responsables de marketing, los contenidos son el futuro. Crea un blog en tu página web y ofrece de forma gratuita información interesante acerca de tu sector.
Punto 5: realiza un estudio de mercado No puedes abrir un negocio (aunque sea online) sin estudiar lo que hace tu competencia:
¿Quién es? ¿Qué hace? ¿Cómo lo hace? ¿Qué precios tiene? ¿Cuáles son sus clientes? ¿En qué es bueno y en qué no tanto? Estas son algunas de las preguntas que plantearte para conocer las pautas que sigue la competencia. Esto te dará una referencia tanto para ver que hacer como para diferenciarte. ¿No sabes cómo realizar ese estudio? Visita nuestra sección de investigación de mercados .
4 consejos a tener en cuenta antes de lanzar tu campaña de marketing online Seguro que alguien te ha dicho alguna vez que las prisas no son buenas. Pues lo mismo se podría aplicar al marketing. Desde Gestión.org, te recomendamos que antes de difundir tu campaña tengas muy en cuenta estos 4 puntos:
Procura que tu página web sea fácil de usar: no todas las personas son usuarios habituales de Internet, así que intenta que tu website sea fácil de usar tanto para un niño como para un anciano. Trabaja la experiencia de usuario, la navegabilidad y la arquitectura web.Capta suscriptores desde un inicio: el email marketing es uno de los canales más interesante de cara a vender por Internet. Da igual que vendas servicios o productos, el email es algo más íntimo que te permitirá establecer una comunicación mucho más directa.Motores de búsqueda: desarrolla desde el principio una estrategia de posicionamiento web. Aunque siempre es un plan de a medio plazo, se trata de una de las técnicas de marketing online que te hará ganar un flujo importante de posibles clientes.Mide desde el inicio : hay numerosas herramientas de marketing online que te permiten medir cualquier aspecto de tu negocio. Analiza siempre tus resultados porque eso es lo que te ayudará a ver qué funciona y qué no. Como te imaginarás, una estrategia de marketing online es algo complejo y en la que tienes que tener en cuenta muchos aspectos. Te dejamos aquí más información que te pueda resultar útil: ¿Qué es el branding o cómo tu marca te ayudará a vender? Inbound marketing: la base de cualquier plan de marketing online Método Canvas: cómo plantear la estrategia de tu negocio. 17 modelos de negocio innovadores (también de Internet) Qué es el marketing de afiliación y cómo ganar dinero con él
Errores que pueden destrozar tu estrategia de marketing online Al igual que existen unas claves para que tu estrategia de marketing sea todo un éxito, existen algunos errores que debes evitar cometer a toda costa ya que podrían hundirte en el lodo. Veamos 5 de los errores más comunes que tienden a cometer las empresas:
Tiempo de respuesta: lo ideal es tardar el menos tiempo posible en dar respuesta a los clientes. No hay nada que enfade más al consumidor que no obtener respuesta de la otra parte. Así que, si por cualquier motivo no podemos responder con rapidez lo mejor es contestar con un “estamos revisando su solicitud” o “en breve recibirá una respuesta”.No intentes gustar a todo el mundo: no siempre tener el mayor número de clientes puede ser beneficioso. Hazte la siguiente pregunta: ¿a quién quieres llegar?Ocultar información: lo mejor es ser los más transparente posible porque, como es lógico, los clientes quieren saberlo todo de la empresa en la que van a gastar su dinero.Pensar que la estrategia es para siempre: esto le ocurre a la mayoría de las empresas. La estrategia que plantees no tiene por qué ser definitiva. La clave para conseguir las metas establecidas es realizar todos los cambios posibles en nuestra estrategia porque así veremos lo que nos funciona y lo que no.Olvidar el marketing móvil: ¿quién no tiene un móvil hoy en día? Actualmente existen millones de smartphones en España. Cada vez es más habitual comprar directamente desde el móvil así que no olvides adaptar tu página web para todos los formatos. ¿Quieres profundizar sobre cuáles son los errores más comunes en una estrategia de marketing online? Entonces, tienes que ver este vídeo donde Bruno Vázquez Rodero te analiza cuáles son los 30 errores más habituales.
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¿Ya tienes a punto tu estrategia de marketing online? Para el final te hemos dejado el consejo más importante: empieza ya. Centra tu estrategia y define cuál va a ser tu plan de ataque. Es lo único que necesitas para arrancar.