Muchos han escuchado hablar del Marketing Funnel, embudo de ventas, o también conocido como embudo de conversión. La verdad es que es lo mismo, y se trata de un modelo para la atracción basado en un ciclo por parte del usuario.
Este modelo, nació en 1898 originalmente por Elmo Lewis, y se le conoce como modelo AIDA. Acrónimo de las 4 famosas fases que determinan las etapas de awareness, interest, desire, action.
Son muchas las empresas que saben de este modelo, pero muchas veces no se aplica correctamente.
¿Y por qué deberían hacerlo? ¡Acá te lo explicamos todo!
El usuario es el centro, y seguirá siéndolo siempre. Aunque muchos no lo crean y sigan aplicando estrategias de marketing masivo, hoy les contaremos por qué deben dar de manera urgente, un giro 360º a sus campañas de marketing.
El marketing tradicional, apunta a campañas publicitarias masivas con conceptos excesivamente caros: spots comerciales en televisión abierta, campañas de OOH o vía pública, generación de contenidos de prensa tradicional, y otro poco en redes sociales.
El error aquí, está en que además de salir a gritar a los cuatro vientos con grandes inversiones, es que las marcas le entregan el mensaje promocional a cualquier persona.
Lo que queremos decirles hoy, es que la base de una estrategia funcional y efectiva, es conocer a tu Buyer Persona, y crear una estrategia de contenidos hacia este perfil.
¿Cómo crear un embudo de ventas y en qué consiste?
Como ya mencionamos anteriormente, lo primero es definir quién es tu Buyer Persona y luego, el ciclo de compra. Estos dos conceptos son fundamentales para aplicar una estrategia de Inbound Marketing.
El Buyer Persona, es el prototipo de cliente ideal que va a comprar en tu empresa. No es lo mismo que un segmento de mercado o target. Si no, que se trata de identificar y personalizar a un usuario incluso, con nombre y apellido.
Debemos detectar sus necesidades, motivaciones, duelos y frustraciones y en base a estas, elaborar un plan de contenidos que pueda responder a lo que está buscando. Es casi entender cómo tu servicio o producto, puede llegar a solucionar un problema para el usuario en el momento determinado.
Luego, hay que definir el ciclo de compra del consumidor. Lo que se conoce como modelo AIDA.
Las fases del método AIDA:
- A de awareness: Es la fase más amplia del embudo publicitario, en el que el usuario no nos conoce. En esta etapa, lo importante es dar a conocer tus soluciones a través de estrategias de contenidos que generen notoriedad y posicionamiento de la marca en estos segmentos donde se mueve nuestro Buyer Persona.
- I de investigación: Acá es el momento de despertar el interés del usuario a través de contenido llamativo y atractivo. Si conoces Google Ads, sabrás que la keyword clave debe destacar en la landing page para mejorar la tasa de conversión, por ejemplo. Lo mismo se puede apoyar con campañas de Display, Bumper Ads o Discovery, que busquen generar impresiones de la marca en emplazamientos ad hoc a tu negocio.
- D de Decisión: Es el momento en que el usuario ya investigó y nos considera como una opción viable para realizar una compra. El objetivo ahora es fidelizarlos y conseguir que pasen mayor tiempo en nuestra web, hacer que se conviertan en leads y mantener, para así poder hacerles seguimiento.
- A de acción: Ya avanzó en las primeras tres fases, y efectuó una compra. Este momento es clave, se denomina “Ahá moment” en que el usuario tuvo su primera experiencia con el negocio y debería ser ¡Increíble!
Ya te contamos las claves para trabajar en base a un modelo AIDA o embudo de ventas. Ahora llegó el momento de ejecutar la estrategia de contenidos. Lo que te va a ayudar a crear una estrategia en cada una de estas etapas.
La primera fase del embudo de ventas, que incluye Awareness e Investigación, se le denomina TOFU (Top of de Funnel) y es la etapa más desconocida para el usuario con tu marca.
En la mitad del proceso de compra están los contenidos MOFU (middle of the funnel) y en la fase más avanzada, los contenidos BOFU (bottom of the funnel) que son los que tienen que llevar un foco mucho más comercial y vendedor.
Una vez que definimos todo lo anterior, tenemos que saber cómo aportamos el contenido adecuado, en el momento adecuado. Y esto lo hacemos, con un mapa de contenidos.
Si aún no te queda claro por qué aplicar un embudo de conversión en tu estrategia de marketing, entonces vamos a hacer el último intento para convencerte.
¿Cómo me beneficia el embudo de ventas?
- Si le hablamos al Buyer Persona, en base a sus necesidades y en el momento adecuado, tu inversión publicitaria tendrá mucho mejor rendimiento, y por lo tanto, gastarás menos y tendrás un mayor ROI.
- El porcentaje de pérdidas de usuarios será menor.
- Nos ayuda a comprender el proceso de compra de nuestro negocio, y podemos detectar oportunidades de mejora. Ver dónde hay fugas de usuarios, por qué y hacer las mejoras necesarias para mejorar la experiencia con la marca.
- Podemos dejar de lado el marketing masivo y concentrarnos en atraer un usuario más interesado en mis productos o servicios.
- Podemos calcular literalmente todo. Métricas e indicadores claves como, por supuesto el retorno de inversión, costo por lead, costo por compra, costos por campañas, costos por impresiones… y muchísimo más.
Y bueno, llegó la hora de contarte que si estás leyendo este post y llegaste hasta acá, entonces nuestra estrategia AIDA ha funcionado y nos encontramos en la fase TOFU.
Si quieres saber más sobre Marketing Digital y estrategias de ventas, te invitamos a pasar por nuestro blog.
¡Dale compartir si te gustó!
74 comentarios
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Your article gave me a lot of inspiration, I hope you can explain your point of view in more detail, because I have some doubts, thank you.
Your article gave me a lot of inspiration, I hope you can explain your point of view in more detail, because I have some doubts, thank you.
Your article gave me a lot of inspiration, I hope you can explain your point of view in more detail, because I have some doubts, thank you.
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Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
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Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
Your article helped me a lot, is there any more related content? Thanks!
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
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Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Your article helped me a lot, is there any more related content? Thanks!
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
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I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
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Your article helped me a lot, is there any more related content? Thanks!
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
Your article helped me a lot, is there any more related content? Thanks!
Your article helped me a lot, is there any more related content? Thanks!
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.