{"id":725,"date":"2023-10-11T16:08:40","date_gmt":"2023-10-11T16:08:40","guid":{"rendered":"https:\/\/periodisticamente.mercedesbarrutia.com\/?p=725"},"modified":"2023-10-11T16:08:40","modified_gmt":"2023-10-11T16:08:40","slug":"culo-o-cara-a-que-segmento-te-diriges","status":"publish","type":"post","link":"https:\/\/www.mercedesbarrutia.com\/index.php\/2023\/10\/11\/culo-o-cara-a-que-segmento-te-diriges\/","title":{"rendered":"\u00bfCulo o cara, a qu\u00e9 segmento te diriges?"},"content":{"rendered":"\n<p>Recientemente, en una reuni\u00f3n de trabajo en la que habl\u00e1bamos c\u00f3mo hacer un embudo de ventas, surgi\u00f3 la duda de la eficacia de realizar env\u00edos masivos por mailing. Para resolver este asunto, partamos de este ejemplo:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.mercedesbarrutia.com\/wp-content\/uploads\/2023\/10\/leads-conversiones-mapa-estrategia-embudo-segmentacion-mercedesbarrutia-periodisticamente.jpg\" alt=\"\" class=\"wp-image-727\" style=\"width:175px;height:117px\" width=\"175\" height=\"117\" srcset=\"https:\/\/www.mercedesbarrutia.com\/wp-content\/uploads\/2023\/10\/leads-conversiones-mapa-estrategia-embudo-segmentacion-mercedesbarrutia-periodisticamente.jpg 640w, https:\/\/www.mercedesbarrutia.com\/wp-content\/uploads\/2023\/10\/leads-conversiones-mapa-estrategia-embudo-segmentacion-mercedesbarrutia-periodisticamente-300x200.jpg 300w\" sizes=\"auto, (max-width: 175px) 100vw, 175px\" \/><\/figure>\n<\/div>\n\n\n<p>Imaginemos que tenemos un nuevo producto en el mercado y queremos darlo a conocer. Se trata de unos zapatos, y hemos pensado en enviar de forma gratuita un par a 300 clientes potenciales (leads) para que los prueben y para ello vamos a enviar un mail gen\u00e9rico:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enviamos a todos el mismo correo invitando a probar nuestro producto.<\/li>\n\n\n\n<li>Al ser masivo y para optimizar recursos, enviamos a todos nuestros leads, que se han interesado en nuestro producto, el mismo n\u00famero de zapato. &nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>No s\u00e9 cu\u00e1nto habr\u00e1 costado esta campa\u00f1a, pero entre la persona que prepara el mail y el tiempo invertido, la producci\u00f3n de zapatos y su env\u00edo, y la repercusi\u00f3n para tu imagen de marca, acabas de perder hasta el \u00faltimo c\u00e9ntimo invertido y tirado por el v\u00e1ter tu reputaci\u00f3n.<\/p>\n\n\n\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Consejos para acercar tu producto a posibles clientes:<\/mark><\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\">\n<li>Conoce a tu cliente. Y para ello tendr\u00e1s que gestionar datos y perfiles.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.mercedesbarrutia.com\/category\/marketing-digital\/\">Dir\u00edgete a tu cliente.<\/a> En singular. No a todos ellos, sino a uno, a un segmento con caracter\u00edsticas comunes: como t\u00fa mismo habr\u00e1s podido comprobar, cada uno tiene un n\u00famero de pie, unas necesidades espec\u00edficas que tu marca puede solucionar. Si tienes una base de datos, segm\u00e9ntala. Y si todav\u00eda no la tienes, cuando est\u00e9s trabaj\u00e1ndola, segmenta.<\/li>\n\n\n\n<li>Contacta con ese cliente de forma particular. Existen herramientas y profesionales capaces de automatizar estos procesos para rentabilizar y optimizar el rendimiento de tu negocio.<\/li>\n\n\n\n<li>Pres\u00e9ntale tu producto, expl\u00edcale porque es la mejor elecci\u00f3n del mercado. S\u00ed, a ese cliente. Tu objetivo es el <em>top-of-mine<\/em>, es decir, ser su primera opci\u00f3n para su necesidad.<\/li>\n\n\n\n<li>Para todo esto, por si no te has dado cuenta, debes tener una estrategia de comunicaci\u00f3n, marketing y ventas que incluya, entre otras cosas, un mapa de comportamiento del posible cliente. Y tener previstas las acciones a seguir en funci\u00f3n de c\u00f3mo se comporte (customer journey).<\/li>\n\n\n\n<li>Y para todo lo anterior, as\u00ed como para las modificaciones de campa\u00f1as, nuevas estrategias y evaluaci\u00f3n\u2026: mide. Mide resultados. Los buenos y los malos. Tan importante es conocer la satisfacci\u00f3n del cliente como los motivos por lo que no se ha realizado la venta y en qu\u00e9 punto del embudo o del mapa hemos desconectado con nuestro lead. &nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Y para terminar de complicarlo, reflexionemos sobre esta otra imagen (fuente: Facebook) : \u00bfqu\u00e9 pasa cuando el cliente no coincide con el usuario? \u00bfTu cliente prefiere ver culos o caras? \u00bfY el usuario?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.mercedesbarrutia.com\/wp-content\/uploads\/2023\/10\/cliente-usuario-marketing-leads-embudo-mapa-mercedesbarrutia-periodisticamente.png\" alt=\"\" class=\"wp-image-726\" style=\"width:505px;height:331px\" width=\"505\" height=\"331\" srcset=\"https:\/\/www.mercedesbarrutia.com\/wp-content\/uploads\/2023\/10\/cliente-usuario-marketing-leads-embudo-mapa-mercedesbarrutia-periodisticamente.png 756w, https:\/\/www.mercedesbarrutia.com\/wp-content\/uploads\/2023\/10\/cliente-usuario-marketing-leads-embudo-mapa-mercedesbarrutia-periodisticamente-300x197.png 300w\" sizes=\"auto, (max-width: 505px) 100vw, 505px\" \/><\/figure>\n<\/div>\n\n\n<p>La soluci\u00f3n es la misma: segmenta, conoce a tu cliente y a tu usuario. Y toma decisiones sobre tu producto para que este cubra las necesidades de ellos.<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Imagen de los zapatos de Alexa en PIXABAY. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una nociones sobre c\u00f3mo dirigir nuestro producto a nuestros clientes potenciales para conseguir un top-of-mine<\/p>\n","protected":false},"author":100010017,"featured_media":726,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[276,277,278,99,143,279,173],"class_list":["post-725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-audiencias","tag-embudo","tag-mailing-masivo","tag-marketing","tag-mercedes-barrutia","tag-personalizacion","tag-segmentacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfCulo o cara, a qu\u00e9 segmento te diriges? - Mercedes Barrutia Navarrete<\/title>\n<meta name=\"description\" content=\"Ya no se llevan los env\u00edos masivos. 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