{"id":14601,"date":"2016-11-03T10:27:05","date_gmt":"2016-11-03T13:27:05","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=14601"},"modified":"2022-05-13T16:22:29","modified_gmt":"2022-05-13T19:22:29","slug":"planificar-estrategia-inbound-marketing","status":"publish","type":"post","link":"https:\/\/www.fromdoppler.com\/blog\/planificar-estrategia-inbound-marketing\/","title":{"rendered":"C\u00f3mo planificar tu estrategia de Inbound Marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14608\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/main-resumen.png\" alt=\"C\u00f3mo planificar tu estrategia de Inbound Marketing\" width=\"700\" height=\"300\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/main-resumen.png 700w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/main-resumen-300x129.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/main-resumen-600x257.png 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>El Marketing de Contenidos permite atraer visitantes a tu Sitio Web y convertirlos en clientes. Descubre en sorprendente Doppler Academy las <strong>claves para crear la estrategia perfecta<\/strong>.<\/p>\n<p>Hoy en d\u00eda el <a href=\"https:\/\/www.fromdoppler.com\/materiales-gratis#ebook-inbound\" target=\"_blank\" rel=\"noopener\">Inbound Marketing<\/a> se ha convertido en la metodolog\u00eda utilizada por excelencia para <strong>conquistar p\u00fablicos objetivos y convertirlos en clientes fieles de la marca<\/strong>.<\/p>\n<p>Se trata de una <strong>t\u00e9cnica no intrusiva<\/strong> en la que el usuario es quien encuentra a la marca, dejando de lado el Outbound Marketing, en el que se intenta llegar al cliente de una forma m\u00e1s comercial y que muchas veces no resulta de su inter\u00e9s.<\/p>\n<p>El mi\u00e9rcoles 2 de noviembre <a href=\"https:\/\/twitter.com\/lgarcia\" target=\"_blank\" rel=\"noopener\">Lucas Garc\u00eda<\/a>, CEO y Fundador de <a href=\"https:\/\/socialmood.com\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=dpacademy\" target=\"_blank\" rel=\"noopener\">Socialmood<\/a>, ha revelado todas las claves para <strong>dise\u00f1ar, implementar y medir una estrategia de Inbound Marketing<\/strong> que haga crecer exponencialmente tu cartera de clientes. Si no has podido acceder al Webinar o quieres refrescar algunas ideas, \u00a1aqu\u00ed te dejamos la grabaci\u00f3n!\u00a0<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/CbigbZSdEog\" width=\"700\" height=\"394\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>Qu\u00e9 es el Inbound Marketing<\/h2>\n<p>Lucas explic\u00f3 el concepto haciendo \u00e9nfasis en que <strong>la base de esta filosof\u00eda es que definas una estrategia Pull<\/strong>, en contraposici\u00f3n a la cl\u00e1sica Push. Es decir, esperar a que el usuario te encuentre, en vez de ir a perseguirlo.<\/p>\n<p>Se trata de dejar un poco de lado el producto o servicio que vendes, para <strong>focalizarte en los intereses y necesidades de tu p\u00fablico objetivo<\/strong>.<\/p>\n<p>Es una carrera a largo o mediano plazo en la que le otorgas contenido de valor a la persona a lo largo de su ciclo de compra para que, cuando tenga la necesidad concreta de adquirir el producto o servicio que ofreces, <strong>se acuerde de tu marca<\/strong>.<\/p>\n<p>Lo importante es\u00a0<strong>generar confianza en el usuario a trav\u00e9s del contenido de valor<\/strong> que le ofreces. Lucas finaliz\u00f3 esta secci\u00f3n agregando:<\/p>\n<blockquote>\n<p>\u201cLa clave es encontrar el punto medio entre c\u00f3mo puedo hablar de mi marca, hablando de lo que necesita el usuario\u201d.<\/p>\n<\/blockquote>\n<h2>Entender al target antes de crear el contenido<\/h2>\n<p>A continuaci\u00f3n Lucas se enfoc\u00f3 en <strong>la importancia de comprender las motivaciones del p\u00fablico<\/strong> para poder ofrecerle un material de calidad y acorde a sus intereses.<\/p>\n<p>As\u00ed, se\u00f1al\u00f3 <strong>3 factores clave<\/strong> que debes considerar antes de crear tus contenidos.<\/p>\n<p><strong>1- Para qu\u00e9 est\u00e1 conectada la gente<\/strong>: Aprender, divertirse y socializar. La cantidad de veces que alguien se conecta para comprar algo en comparaci\u00f3n con estas 3 circunstancias, son \u00ednfimas. As\u00ed que no generes contenido orientado \u00fanicamente a\u00a0tu producto, sino apalanc\u00e1ndote en lo que la gente busca. \u00bfEl material genera conocimiento? \u00bfEs divertido? \u00bfSuscita discusi\u00f3n? Si tomas en cuenta estos interrogantes, \u00a1ir\u00e1s por el camino correcto!<\/p>\n<p><strong>2-\u00a0Cu\u00e1ndo comparte contenido la gente<\/strong>: Cuando es una causa en la que cree, si lo considera provocativo o si le resulta divertido. \u00a1T\u00f3malo en cuenta a la hora de crear tu estrategia!<\/p>\n<p><strong>3- Qu\u00e9 contenido le interesa a la gente<\/strong>: En este punto Lucas destac\u00f3 el modelo de <a href=\"https:\/\/www.buzzfeed.com\/\" target=\"_blank\" rel=\"noopener\">Buzzfeed.<\/a> Este se basa en una\u00a0pir\u00e1mide compuesta por: Identidad, Informaci\u00f3n y Emoci\u00f3n. Tu material puede tener 2 o 3 de estos factores, \u00a1pero nunca uno de ellos porque no se sostendr\u00eda!<\/p>\n<h2>3 Conceptos clave para dise\u00f1ar tu estrategia de Inbound Marketing<\/h2>\n<h3>Buyer Persona<\/h3>\n<p>Aqu\u00ed Lucas sostuvo:<\/p>\n<blockquote>\n<p>\u201cLo primero que debes hacer es definir las representaciones ficticias y generalizadas de tu p\u00fablico objetivo\u201d.<\/p>\n<\/blockquote>\n<p>As\u00ed, debes establecer cu\u00e1les son sus <strong>motivaciones, necesidades y retos,<\/strong> para luego pensar c\u00f3mo puedes ayudarlo.<\/p>\n<h3>Funnel de Conversi\u00f3n<\/h3>\n<p>El Inbound Marketing se trata de acompa\u00f1ar al cliente durante todo el proceso que atraviesa <strong>desde que es un desconocido hasta que se convierte en un cliente fiel<\/strong>. Durante esta secuencia la persona atraviesa diferentes etapas que suelen esquematizarse mediante un embudo de conversi\u00f3n.<\/p>\n<p>La estrategia debe basarse en <strong>atraer usuarios, convertirlos en leads, cerrarlos luego como clientes y por \u00faltimo, fidelizarlos<\/strong>.<\/p>\n<blockquote>\n<p>\u201cA medida que avanza el funnel, el contenido tiene que ser de mucho m\u00e1s valor y calidad; nos tiene que demandar m\u00e1s esfuerzo, y el Formulario deber\u00e1 requerir m\u00e1s datos\u201d.<\/p>\n<\/blockquote>\n<h3>Ciclo de compra<\/h3>\n<p>Llegada esta instancia, Lucas sostuvo que es menester entender <strong>en qu\u00e9 momento del ciclo se encuentra el usuario cuando nos visita,<\/strong> para crear un contenido acorde.<\/p>\n<p>Se\u00f1al\u00f3 3 posibles etapas:<\/p>\n<ul>\n<li><strong>Descubrimiento<\/strong>: el usuario tiene una necesidad pero a\u00fan no sabe c\u00f3mo resolverla.<\/li>\n<li><strong>Consideraci\u00f3n<\/strong>: ya sabe c\u00f3mo resolverla pero est\u00e1 evaluando los productos.<\/li>\n<li><strong>Decisi\u00f3n<\/strong>: ya sabe qu\u00e9 productos tiene y est\u00e1 decidiendo entre las diferentes opciones.<\/li>\n<\/ul>\n<h2>Qu\u00e9 recursos utilizar y c\u00f3mo medir los resultados<\/h2>\n<p>El proceso de Inbound Marketing se compone entonces de 3 grandes fases que funcionan de forma c\u00edclica. La primera se enfoca en <strong>ser encontrados<\/strong> y para eso es primordial el contenido de calidad y las <a href=\"https:\/\/www.fromdoppler.com\/blog\/doppler-academy-te-ensena-a-viralizar-tus-mensajes\/\" target=\"_blank\" rel=\"noopener\">Redes Sociales para viralizarlo<\/a>.<\/p>\n<p>La segunda trata de <strong>convertir ese tr\u00e1fico<\/strong> (primero en leads y luego en clientes). Aqu\u00ed es importante contar con una estrategia de Automatizaci\u00f3n y de <a href=\"https:\/\/www.fromdoppler.com\/\" target=\"_blank\" rel=\"noopener\">Email Marketing<\/a>.<\/p>\n<p>La tercera se basa en <strong>analizar los resultados<\/strong>. De forma sint\u00e9tica Lucas dijo que en la etapa de Atracci\u00f3n se debe medir el costo por visita; en la de Conversi\u00f3n, el costo por lead adquirido; al cerrar el cliente, el costo que implic\u00f3 hacerlo y en la de fidelizaci\u00f3n, cu\u00e1l es el valor del cliente a lo largo del tiempo.<\/p>\n<p>\u00bfTe han quedado dudas? \u00a1Repasa todos los consejos de Lucas Garc\u00eda! Aqu\u00ed tienes su presentaci\u00f3n:<\/p>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/qaik0beoTRCOfQ\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<h2>Doppler Academy premia tu participaci\u00f3n<\/h2>\n<p>\u00a1Una capacitaci\u00f3n verdaderamente completa! Si has intervenido en el evento a trav\u00e9s del hashtag <a href=\"https:\/\/twitter.com\/search?vertical=default&amp;q=%23doppleracademy&amp;src=typd\" target=\"_blank\" rel=\"noopener\">#DopplerAcademy<\/a>, busca tu nombre en la siguiente lista \u00a1porque quiz\u00e1 seas uno de los ganadores de los <strong>1500 cr\u00e9ditos gratis<\/strong> para utilizar en <a href=\"https:\/\/www.fromdoppler.com\/\" target=\"_blank\" rel=\"noopener\">Doppler<\/a>!<\/p>\n<ul>\n<li><strong>Guillermo Mosso\u00a0<\/strong><\/li>\n<li><strong>Ingrid Pardo<\/strong><\/li>\n<li><strong>Sarah K\u00f6nig<\/strong><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Marketing de Contenidos permite atraer visitantes a tu Sitio Web y convertirlos en clientes. Descubre en sorprendente Doppler Academy las claves para crear la estrategia perfecta. Hoy en d\u00eda el Inbound Marketing se ha convertido en la metodolog\u00eda utilizada por excelencia para conquistar p\u00fablicos objetivos y convertirlos en clientes fieles de la marca. Se [&hellip;]<\/p>\n","protected":false},"author":129,"featured_media":14609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[330],"tags":[1114,896,855,1158,882,1326,935],"class_list":["post-14601","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-doppler-academy","tag-capacitacion","tag-doppler-academy-2","tag-estrategia","tag-inbound-marketing","tag-marketing-de-atraccion","tag-marketing-de-conversion","tag-webinar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo planificar tu estrategia de Inbound Marketing<\/title>\n<meta name=\"description\" content=\"Descubre en este Doppler Academy c\u00f3mo generar la estrategia perfecta de Inbound Marketing para potenciar tu cartera de clientes. \u00a1No te lo pierdas!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fromdoppler.com\/blog\/planificar-estrategia-inbound-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo planificar tu estrategia de Inbound Marketing\" \/>\n<meta property=\"og:description\" content=\"Descubre en este Doppler Academy c\u00f3mo generar la estrategia perfecta de Inbound Marketing para potenciar tu cartera de clientes. \u00a1No te lo pierdas!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fromdoppler.com\/blog\/planificar-estrategia-inbound-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Doppler Blog | Automation Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DopplerEmailMarketing\" \/>\n<meta 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