Tu pequeña-mediana empresa (o pyme como suelen llamar a las empresas entre uno y 50 empleados) es fundamental para la economía de América Latina, tan necesitada de reactivarse en medio de un escenario de desaceleración generalizada. ¿Necesitas pruebas? La Comisión Económica para América Latina y el Caribe (Cepal) dice que las pymes comprenden un componente fundamental de la economía regional al representar alrededor del 99 % del total de empresas y brindar empleo a cerca de 67 % del total de trabajadores.
Así mismo lo recuerda el Banco de Desarrollo de América Latina (CAF), según el cual las oportunidades de crecimiento se multiplican cada año de manera exponencial. Pero junto a ello, cada vez son más los retos que has de encarar para garantizar su subsistencia.
Y seguramente sabes que la competencia es fuerte, pero no es sólo tu caso. Según la edición 2019 de la encuesta anual “Visión Pymes” realizada por Brother International Corporation, el mayor desafío que manifestaron 800 pymes de países como Colombia, Panamá, Ecuador y Costa Rica es la competencia global y local.
En esas circunstancias, muy seguramente habrás escuchado hablar del marketing digital y te preguntarás: “¿Qué beneficios tiene el marketing digital para una pyme?”.
En primer lugar, el marketing digital puede ayudar a que tu pyme se diferencie de la competencia, al utilizar modernos espacios de comunicación con tus clientes actuales y potenciales. Además, el adoptar el marketing digital puede ayudarte a establecer un marco estratégico para tu pyme, que no solo toque el marketing sino también la operación general de la misma, pues te enseñará a definir actividades y programas en función de los objetivos que quieras alcanzar. Finalmente, te ayudará a darle a tu pyme y a sus servicios un aspecto más profesional, al utilizar un sistema de comunicación más moderno y profesional para informar y educar sobre tus productos o servicios.
¿Cómo puedes empezar a usar el marketing digital en tu pyme?
Uno de tus grandes desafíos como dueño de una pequeña-mediana empresa es usar el marketing de manera estratégica. Si no piensas bien lo que vas a hacer puedes terminar gastando muchísimo dinero sin producir un mensaje que realmente conecte con tu audiencia ideal. Lo que es peor: puedes terminar hablándole al público equivocado.
Pero dentro del marketing tenemos una idea que es muy efectiva en tiempos de presupuesto limitado: no trabajes duro, trabaja de manera inteligente. Esto aplica perfectamente al marketing.
Algunos de los servicios a los que puedes recurrir para iniciar tu empresa en el mundo del marketing son:
- Desarrollo de tu sitio web
- Creación de tus perfiles empresariales en redes sociales
- Lanzamiento de campañas en medios, pero también del tipo PPC en sistemas como Google, redes sociales o incluso en las páginas web de los medios de tu industria
- Manejo de tus listas de clientes de una manera organizada usando un software de Gestión de las Relaciones con tus Clientes o CRM
Hay otros servicios complementarios a considerar como:
- Desarrollo de la identidad de marca
- Producción de contenidos
- Producción de video (muy importante en este momento)
Lo cierto es que todas estas estrategias buscan que aproveches las herramientas digitales que ofrece el marketing hoy en día.
¿Tienes preguntas sobre marketing digital? Pregúntanos… Estamos para ayudarte.
¿Están las pymes latinas listas para invertir en marketing?
No podemos desconocer el impacto de Google en el mundo del marketing (creo que sabes quién es Google, ¿no?). En una visita de uno de sus ejecutivos a la región, la multinacional detectó que América Latina vive un boom en la inversión que las pymes realizan en el marketing digital.
“Vemos ahora que los mercados en desarrollo, como Latinoamérica, están creciendo mucho más rápido que los países más grandes, y por lo tanto estamos abriendo mucho más aquí nuestros esfuerzos en este tema”, señaló Todd Rowe, director de Google Channel Sales, a su paso por Bogotá (Colombia) en 2017.
Y si bien destacó a Colombia como uno de los que más crecimiento presenta en marketing digital, reconoció que en general el avance de la región supera a líderes como Inglaterra y Estados Unidos.
¿Y por qué ha sucedido esto? Porque pequeños y medianos empresarios como tú le han perdido el miedo a ese ecosistema virtual en el que haces parte de una comunidad global. De ahí la oportunidad de competir en un mismo escenario, como lo hace cualquier gran empresa.
¿Cómo ayuda una buena página web al crecimiento de tu negocio?
Al llevar tu negocio a la web, tienes posibilidad de centralizar una campaña de marketing digital desde tu página o blog. De ahí se abre un amplio abanico de posibilidades para alcanzar una mayor visualización en el mundo digital. Allí toma preponderancia el posicionamiento SEO (Search Engine Optimization por sus siglas en inglés).
Estas tres siglas aluden a un conjunto de técnicas para mejorar la búsqueda de tu empresa por parte de cualquier usuario de internet, de manera que aparezca entre los primeros resultados de los más importantes navegadores con un dominio de autoridad sobre el tema.
¿Qué implica ello? Crear contenido de calidad y optimizado conforme a palabras clave (keywords) y preguntas frecuentes que realizan tus posibles clientes. Este puede ser un usuario que, atraído por tus contenidos, realice constantes visitas a tu página, y en algún momento, a partir de un formulario a diligenciar para la visualización del mismo, brinde sus datos y comience a interactuar contigo de forma más directa. En ese momento, este usuario se ha convertido en un lead.
¿Quieres que revisemos tu web sin compromiso? Déjanos un mensaje. Estamos para ayudarte.
¡Haz que cada visita a tu sitio web cuente!
Pero esta no es la única forma de generar leads. La gestión de las relaciones con los clientes (Customer Relationship Management -CRM- en inglés), permite maximizar el conocimiento de un cliente para entender sus necesidades y mantener una relación de fidelización en el tiempo. A partir de ello se facilita mejorar los servicios de atención y posventa al mismo.
Esta herramienta hace parte de una estrategia mayor en el que las redes sociales juegan un papel primordial. Estas son las que en principio te permiten alcanzar un amplio público y generar engagement con usuarios interesados a través de un like o un share, y que luego pueden convertirse en clientes potenciales que logramos segmentar a través del CRM.
No obstante, es posible generar tráfico y monetizar cada una de las visitas a tu sitio web a través de campañas de Pago Por Clic (PPC).
Todo este proceso de posicionamiento para multiplicar la visualización de tu marca, y con ello llegar de manera efectiva a tus distintos clientes, requiere de un equipo multidisciplinar enfocado en acompañar ese ansiado crecimiento, que no conoce de límites en el ecosistema digital.
Si tienes preguntas sobre cómo aplicar el marketing a tu pyme no dudes en escribirnos. Accede a toda la información sobre nuestros servicios aquí.
¡Vaya! No hemos podido localizar tu formulario.
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