En el contexto digital de los negocios, las empresas que desean tener éxito necesitan diferenciarse y encontrar el mejor modo de conectar con su público al motivarlos a regresar siempre en busca de más. En esta ruta, las definiciones se vuelven cruciales. Empresas ya establecidas, de cualquier tamaño, requieren visualizar a su buyer personas, es decir, el comprador ideal al que deben dirigirse.
Este es un eje que permite siempre tener presente lo que deben saber sobre sus consumidores, para dar el primer paso para ofrecer sus productos, cerrar ventas y enamorarlos de la marca. ¿Cómo saber quién es esa persona? Existen herramientas de marketing, como plantillas gratuitas para comenzar el proceso, pero, a grandes rasgos, HubSpot, plataforma especializadas en marketing y ventas inbound, define cuatro pasos:
Arma o analiza tu base de contactos para identificar tendencias y clientes que usualmente se acercan y consumen tu contenido.
Procura incluir en tu sitio un formulario para capturar más información sobre los visitantes; cuida que no sea intrusivo y ofrezca contenido valioso que los motive.
Toma en consideración la retroalimentación del equipo de ventas alrededor de consumidores y prospectos. Solicita los perfiles de consumidores que más adquieren los productos o servicios.
Entrevista a clientes y prospectos, ya sea en persona o por teléfono, para descubrir qué les gusta sobre lo que ofreces. Al ser una manera directa de hacerlo, no olvides dejar en claro que no planeas venderles algo en ese momento; ofrece un beneficio o incentivo a cambio y sé flexible con las personas, sus intereses, tiempos.
Un solo negocio puede tener diferentes buyer personas; esto quiere decir que el mensaje tendrá que irse adaptando al perfil y necesidades de cada comprador. Por ejemplo, un hotel puede tener como buyer personas a Laura, una ejecutiva de una gran compañía que busca comodidad, espacios y herramientas para hacer su trabajo; o a Luis, un padre de familia que se hospeda con su esposa e hijos, para quien los servicios adicionales son vitales para decidir hospedarse.
Más allá de tratar de invadirlos con publicidad, la clave para conectar con la buyer persona está en crear contenido, mensajes, productos y servicios oportunos con sus cambiantes necesidades e inquietudes. Las redes sociales, los blogs, un sitio web confiable y atractivo, así como una buena estrategia de palabras clave para una posición privilegiada en motores de búsqueda, como Google y Yahoo!, son las herramientas principales para atraer a las personas al sitio web de una marca.
Alineado con este proceso, el inbound marketing se ha ido posicionando como uno de los métodos más efectivos para hacer negocios online, ya que se centra justo en estos objetivos en atraer, convertir, cerrar ventas y deleitar a las personas, perfilando a las empresas en el camino correcto para lograr estrategias de marketing y ventas más efectivas, lo que, por consecuencia, lleva a negocios exitosos.
Con el análisis de datos públicos disponibles en la red podemos saber dónde se encuentra nuestro cliente, qué le gusta, en qué horario está online y cómo se comporta en las redes.
Blockchain está marcando un antes y un después en la gestión de la cadena de suministro, ofreciendo una herramienta potente para responder a las crecientes demandas de transparencia, eficiencia y sostenibilidad en un entorno global.
IDC calcula que las empresas dedicarán al menos 28% de su presupuesto de TI a la contratación de servicios en la nube durante 2017, con lo que inician la transición a un modelo de consumo bajo un esquema de Opex (gasto operativo).
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