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En 2019 el Instituto Nacional de Estadística y Geografía (INEGI) reportó que 8 de cada 10 personas utilizan el Internet para conectarse a redes sociales y usar aplicaciones de mensajería instantánea . Con esta infinidad de usuarios, no es sorpresa que miles de negocios aprovechen esta oportunidad para promover sus productos o servicios.
Pero primero, ¿cuáles son los beneficios de usar redes sociales? Lo cierto es que estos son algunos de los beneficios de utilizar redes sociales para tu negocio son los siguientes:
Te ayuda a brindar una experiencia móvil: Debido a que un alto porcentaje de las ventas en línea se realizan a través de dispositivos móviles. Por lo tanto, una de las reglas de oro para vender en línea es cuidar que el sitio web tenga una versión amigable para smartphones. Las redes sociales fueron pensadas como aplicaciones, así que es una forma fácil de que tus posibles clientes vean las fotos de tu producto de la forma que quieren.Conocer la opinión de tus clientes: La publicidad de antes sólo dejaba a las marcas ser locutoras. Es decir, que el mensaje se emite y el receptor no interactúa con el mensaje. En el caso de las redes sociales, tus seguidores pueden compartir el contenido, mandar un mensaje o incluso que ellos mismos suban una foto. Saber qué funciona: Como tus redes sociales son un canal interactivo, puedes saber qué debes mejorar en tu negocio. A lo mejor descubrirás que necesitas elevar el servicio al cliente o la presentación de tu producto. Publicidad a un costo eficiente: De nuevo, antes la publicidad sólo la hacían las grandes marcas porque sólo se podía hacerlo en radio, tele o prensa y esto era bastante costoso. La gran ventaja es que las redes sociales puedes invertir lo que tú te sientas cómodo y de todas formas puedes obtener un buen rendimiento, atrayendo a nuevos clientes.Saber qué hace tu competencia: Es importante que estés atento a los cambios del mercado y las redes sociales te facilitan hacer una investigación sobre el tipo de imágenes, precios, productos o promociones que tus competidores están utilizando y si les está funcionando o no. Ahora bien, seguramente te estarás preguntando cómo aprovechar estas grandes ventajas en tu emprendimiento. Es muy fácil de aprender: cómo crear contenido y después cómo medir el impacto de tus publicaciones para fortalecer tu estrategia. De todas formas, a continuación encontrarás algunos consejos para triunfar en tu estrategia de redes sociales.
Visita otras cuentas Seguramente cuando decidiste el nombre de tu marca, tu logo o los colores de tu producto buscaste inspiración de algún lado. Lo mismo hay que hacer al momento de crear una estrategia de contenido.
Debes visitar las cuentas de tu competencia pero también de influencers, incluso de usuarios que crees que podrían convertirse en tus clientes. Intenta notar qué tipo de contenido tiene más likes y comentarios. Es probable que durante esta parte del proceso encuentres diversos formatos para comunicar como algún tipo de fotos, filtros, infografías, videos e incluso memes.
Recuerda, una de las cosas más positivas de la existencia de las redes sociales es que le permite a las personas expresarse o inspirarse. Esto es algo que deberás tener en cuenta porque también deberás comprender de qué forma la marca de tu negocio se expresará e inspirará a otros.
Encuentra los valores de tu marca En el apartado anterior vimos que es importante saber qué papel jugará tu marca. ¿Qué quieres expresar?, ¿cómo vas a inspirar a otros?
Hagamos el siguiente ejercicio, ¿sabes qué realmente hace única a tu marca? A lo mejor acabas de abrir tu propia joyería, ¿qué historia hay detrás de cada pieza? Puede que te apoyes del trabajo de artesanos y juntos crean algo único o tal vez tienes un collar que proyecta algo especial. Ojo, no contestes estas preguntas a la ligera, así que debes pensarlo a profundidad para encontrar una respuesta genuina.
Una vez que sabes cuáles son tus valores de marca o qué es lo que la hace única, ahora debes pensar en cómo expresarlos. Volviendo al ejemplo de la joyería deberás ver qué tipo de publicaciones van con los valores que has elegido.
Pensando en que trabajas con artesanos, entonces será importante educar a tus seguidores sobre el proceso de creación y la persona que lo trabaja. Entonces puedes publicar contenido con videos informativos y no sólo fotografías de tus productos. Lo más importante será que encuentres el balance correcto entre contenido promocional, informativo, creativo.
Otro aspecto importante será comunicar otros valores que ofreces como negocio como tiempos rápidos de entrega, paquetes personalizados o incluso ofreces formas de pago fáciles y seguro como cobro por Whatsapp.
Mide los resultados Ahora que ya has identificado qué tipo de contenidos puedes publicar, es momento de publicar y medir qué tan efectivos son tus posteos. Existen muchas plataformas que te ayudan a entender mejor el performance de tus redes sociales, pero lo importante es que compares las impresiones vs. los likes /comentarios vs. el número de pedidos que recibes.
De esa forma podrás saber qué funciona y qué no para probar un ángulo distinto. Al final del día, los usuarios que siguen alguna marca en redes, es propenso a hacer alguna de estas acciones:
Visitar el sitio web. Comprar. Recomendar un producto a un amigo o familiar. Elegir tus productos en lugar de los de tu competencia. Visitar la tienda física. Mandar un mensaje para resolver alguna duda u otro tema relacionado con su compra. Interactuar con el negocio con comentarios de “amor por la marca”. Como puedes ver, triunfar en redes sociales es simple de entender, pero la ejecución de una estrategia que reditúe es algo que sólo se consigue con constancia y atención al detalle.
Bloguera de hueso colorado desde el 2008. Porqué siempre hay algo que decir yes@elblogdeyes.com
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