{"id":7382,"date":"2013-06-27T15:33:59","date_gmt":"2013-06-27T18:33:59","guid":{"rendered":"http:\/\/50.87.148.141\/~ncalden\/blog.fromdoppler.com\/?p=7382"},"modified":"2014-08-28T11:48:39","modified_gmt":"2014-08-28T14:48:39","slug":"inbound-marketing-la-evolucion-del-marketing-online","status":"publish","type":"post","link":"https:\/\/www.fromdoppler.com\/blog\/inbound-marketing-la-evolucion-del-marketing-online\/","title":{"rendered":"Inbound Marketing: la evoluci\u00f3n del Marketing Online"},"content":{"rendered":"

\"inbound El concepto de Inbound Marketing<\/a> ha tomado un fuerte impulso recientemente como respuesta a las tendencias de consumo y comunicaci\u00f3n de los \u00faltimos tiempos. \u00bfYa sabes de qu\u00e9 se trata?<\/strong> Desc\u00fabrelo y toma nota para comenzar a aplicarlo en tu estrategia.<\/p>\n

Poni\u00e9ndonos en Contexto<\/h3>\n

D\u00eda a d\u00eda, nos llegan noticias desde distintas latitudes que confirman la tendencia<\/strong>. El presupuesto asignado para acciones de marketing y publicidad en medios tradicionales sigue perdiendo terreno<\/strong> frente a los nuevos medios de comunicaci\u00f3n online que se est\u00e1n transformando en la opci\u00f3n de preferencia de cada vez m\u00e1s empresas<\/a>.<\/p>\n

Bas\u00e1ndose en su capacidad de interacci\u00f3n, viralizaci\u00f3n y medici\u00f3n de resultados<\/strong>, los medios online est\u00e1n atacando la l\u00f3gica interruptora y unidireccional que rige habitualmente las acciones de marketing implementadas en los medios tradicionales as\u00ed como su escasa capacidad de medici\u00f3n de resultados.<\/p>\n

Muchas empresas gradualmente han ido desarrollando estrategias y optando por medios de comunicaci\u00f3n que favorezcan las acciones de marketing sustentables<\/strong> basadas en el permiso<\/a> y la medici\u00f3n de resultados.<\/p>\n

Si bien esto no significa que finalmente unos vayan a suplantar a los otros, sin duda nos permite concluir que los medios online se est\u00e1n consolidando como los medios de comunicaci\u00f3n de preferencia<\/strong> tanto para empresas e instituciones como para el p\u00fablico en general.<\/p>\n

\u00bfQu\u00e9 es el Inbound Marketing?<\/h2>\n

El Inbound Marketing<\/a> (o marketing de atracci\u00f3n) es la \u201cversi\u00f3n mejorada\u201d del marketing del permiso. Tiene una visi\u00f3n m\u00e1s integral ya que involucra a diversas herramientas de comunicaci\u00f3n y contenidos en el proceso de relacionamiento con nuestros clientes y prospectos<\/strong>.<\/p>\n

La idea que subyace detr\u00e1s del Inbound Marketing es generar valor a nuestro p\u00fablico objetivo<\/strong>, a trav\u00e9s de contenidos relevantes y adaptados espec\u00edficamente a su perfil. El eje central deja de ser la venta de nuestro producto o servicio.<\/p>\n

Si bien no deja de ser nuestro objetivo de fondo, el Inbound Marketing aspira generar ventas a partir de la producci\u00f3n de contenidos de inter\u00e9s y la construcci\u00f3n de relaciones s\u00f3lidas<\/strong> con nuestros clientes y prospectos. A continuaci\u00f3n te presentamos sus elementos m\u00e1s importantes.<\/p>\n

La Matriz del Inbound Marketing<\/h3>\n

Te presentamos las principales herramientas<\/strong> del Inbound Marketing y algunos consejos para implementarlo:<\/p>\n

\"inbound<\/p>\n

Marketing de Contenidos<\/h2>\n

Procura generar contenidos de calidad y adaptados a las necesidades de tu p\u00fablico objetivo a trav\u00e9s de blog posts, infograf\u00edas, informes especiales, landing pages <\/a>espec\u00edficas, etc. Analiza las estad\u00edsticas de tu sitio web<\/strong> y descubre qu\u00e9 palabras clave utilizan cuando buscan contenido relacionado en los buscadores.<\/p>\n

Herramientas como Google Analytics<\/a> y Google Trends<\/a> te ser\u00e1n de gran utilidad. Recuerda que el eje de los contenidos que generes no es tu producto o servicio<\/strong>. Comparte tus conocimientos y experiencia sobre temas de inter\u00e9s y abre el debate para enriquecer tus contenidos con el aporte de tu p\u00fablico.<\/p>\n

De esta forma consolidar\u00e1s tu imagen de marca, te posicionar\u00e1s como referente del sector y obtendr\u00e1s un mayor n\u00famero de visitas<\/strong> relevantes a tu sitio web.<\/p>\n

Marketing en Redes Sociales<\/h2>\n

Viraliza tus promociones en las redes sociales<\/a> y comparte tus emociones con tus fans y seguidores. Organiza sorteos<\/a>, promociones especiales y comparte material interesante (no s\u00f3lo el propio sino tambi\u00e9n de terceros).<\/p>\n

Muestra el costado m\u00e1s humano<\/a> de tu empresa. Toda est\u00e1s acciones te ayudar\u00e1n a gener un mayor grado de confianza<\/strong> y obtener indirectamente un incremento en las ventas y la notoriedad de marca.<\/p>\n

Posicionamiento Web<\/h2>\n

Optimiza la estructura y los contenidos de tu sitio web y genera permanentemente enlaces externos hacia \u00e9l en sitios relacionados<\/strong> con tu industria y mercado. Esto impactar\u00e1 positivamente en la posici\u00f3n que ocupan las p\u00e1ginas de tu sitio web<\/strong> en buscadores como Google y por ende generar\u00e1 mayor tr\u00e1fico y ventas potenciales<\/strong>.<\/p>\n

Hoy en d\u00eda el posicionamiento web o SEO<\/a> se ha vuelto una tarea compleja la cual debe estar integrada completamente el marketing en redes sociales<\/strong> (Social SEO<\/a>) y la generaci\u00f3n de contenidos para que resulte exitosa.<\/p>\n

Email Marketing<\/h2>\n

Construye tu base de datos siguiendo las pautas del marketing del permiso<\/a>. Env\u00eda newsletters e emails promocionales con contenidos personalizados y ofertas adaptadas espec\u00edficamente a tu target.<\/p>\n

\u00bfNo tienes en claro la diferencia entre newsletter e emails promocionales?<\/strong> Desc\u00fabrela en el siguiente post<\/a>. Recuerda la importancia de generar valor a trav\u00e9s de contenido de calidad<\/strong>. Por lo tanto, si tu apuesta es a mediano y largo plazo, te aconsejamos optar por un newsletter informativo<\/strong>, con enlaces a art\u00edculos propios y de terceros sobre temas y noticias relevantes para tus suscriptores.<\/p>\n

Puedes hacer una menci\u00f3n sutil a una promoci\u00f3n<\/strong> que te encuentres realizando en ese momento junto con un enlace a la landing page<\/a> correspondiente. Herramientas como Doppler <\/a>pueden ayudarte a crear campa\u00f1as de Email Marketing en forma f\u00e1cil y efectiva<\/strong>.<\/p>\n

\u00bfYa incorporaste el Inbound Marketing a tu estrategia? \u00bfQu\u00e9 opinas al respecto? \u00a1Ayuda a expandir el conocimiento compartiendo tus impresiones con nosotros!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

El concepto de Inbound Marketing ha tomado un fuerte impulso como respuesta a las tendencias de consumo y comunicaci\u00f3n de los \u00faltimos tiempos. \u00bfYa sabes de qu\u00e9 se trata? Toma nota y comienza a aplicarlo en tu estrategia. \u00a1Lee m\u00e1s!<\/p>\n","protected":false},"author":30,"featured_media":7398,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[711,703],"tags":[1157,183],"class_list":["post-7382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing","category-social-media-2","tag-seo","tag-social-media"],"yoast_head":"\n\u00bfEn qu\u00e9 consiste el Inbound Marketing?<\/title>\n<meta name=\"description\" content=\"Si a\u00fan no tienes en claro qu\u00e9 significa el Inbound Marketing y c\u00f3mo puedes aplicarlo en tu negocio, chequea este post. \u00a1Imperdible!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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