{"id":1415,"date":"2018-03-09T11:18:25","date_gmt":"2018-03-09T11:18:25","guid":{"rendered":"http:\/\/jonathanbjorkskog.com\/?p=1415"},"modified":"2018-03-09T11:18:25","modified_gmt":"2018-03-09T11:18:25","slug":"online-funnel-sources-channels-content-explained-model","status":"publish","type":"post","link":"https:\/\/jonathanbjorkskog.com\/es\/online-funnel-sources-channels-content-explained-model","title":{"rendered":"El embudo online, fuentes, canales y contenidos explicados en un enorme modelo"},"content":{"rendered":"

Se habla mucho de qu\u00e9 contenido es el mejor, qu\u00e9 fuente de tr\u00e1fico es la mejor, qu\u00e9 redes sociales dan el mejor retorno de la inversi\u00f3n, cu\u00e1nto deber\u00edas gastar en AdWords, qu\u00e9 tipo de palabras deber\u00edas comprar, d\u00f3nde se seo<\/a> y \u00bfqu\u00e9 tipo de contenido diferente debe hacer en su sitio y fuera de \u00e9l?<\/p>\n

Para alguien nuevo en el marketing online, ya sea en B2B, E-commerce o en una agencia, es f\u00e1cil caer en un solo campo y seguir ciegamente lo que ense\u00f1an las personas influyentes en ese campo. No hay nada malo en la especializaci\u00f3n, convertirse en un experto en un campo es a menudo mejor que saber un poco de todo, pero hay que saber d\u00f3nde en el cuadro grande de su pieza de experiencia encaja. Lo mismo ocurre con un comprador de marketing, hoy en d\u00eda puede ser dif\u00edcil saber d\u00f3nde poner el foco y qu\u00e9 dar\u00e1 el tipo adecuado de resultados.<\/p>\n

Hay algunos modelos para explicar estas cosas, y aqu\u00ed hay uno hecho junto con mi colega Joni que intenta visualizar el panorama general. Voy a explic\u00e1rtelo, si\u00e9ntete libre de comentar o compartir tus propios pensamientos o modelos. Aqu\u00ed lo ten\u00e9is:<\/p>\n

\"\"<\/div>\n

Fuentes de tr\u00e1fico<\/h3>\n

Tenemos dos tipos de fuentes de tr\u00e1fico, A: La b\u00fasqueda (amarillo \/ naranja), que en su mayor\u00eda es Google Organic y AdWords, y C: El \"Visualizaci\u00f3n selectiva<\/em>\"(azul), que en su mayor\u00eda son Facebook, Instagram y YouTube. Con estos canales es muy probable que lleguemos a todo nuestro p\u00fablico objetivo.<\/p>\n

El centro del embudo y el contenido<\/h3>\n

El verde, B; es su centro para todo, su sitio web o comercio electr\u00f3nico.<\/p>\n

Cuanto m\u00e1s a la derecha nos situemos en la imagen, m\u00e1s cerca de comprar estar\u00e1 un visitante.<\/p>\n

Empezamos por examinar el contenido del sitio. En este modelo tenemos dos tipos de contenido, tenemos contenido sobre los problemas y retos de la gente (que nuestro producto \/ servicio resolver\u00eda), y tenemos contenido sobre la soluci\u00f3n, que a menudo son productos, categor\u00edas de productos, servicios, etc. Cosas que se pueden comprar o convertir a trav\u00e9s de.<\/p>\n

B1<\/strong>\u00a0es contenido sobre retos y problemas, y sobre c\u00f3mo ayudar a la gente a resolverlos. A menudo se trata de entradas de blog, gu\u00edas o similares. La idea es captar tr\u00e1fico de b\u00fasqueda de cola larga de Google y dirigirlo aqu\u00ed, tr\u00e1fico org\u00e1nico de cola larga (A1) o tr\u00e1fico de AdWords bastante barato (A2) al que no se dirigen muchos otros. Tambi\u00e9n puede comprar tr\u00e1fico de Facebook a este paso bastante barato (C1). El objetivo con el tr\u00e1fico es conseguir una gran parte para pasar al siguiente paso, la soluci\u00f3n \/ producto (B2). Las personas que abandonan (los que no van a B2) se segmenta en un p\u00fablico que puede ser descrito como \"tiene un problema, no mir\u00f3 la soluci\u00f3n<\/em>\"(C2) v\u00eda Analytics & FB pixel.<\/p>\n

La parte producto \/ soluci\u00f3n<\/h3>\n

B2\u00a0<\/strong>son las p\u00e1ginas de lo que vende u ofrece. Se trata de p\u00e1ginas de productos o de categor\u00edas de productos, p\u00e1ginas de servicios y p\u00e1ginas de generaci\u00f3n de clientes potenciales. El \u00fanico objetivo de esta p\u00e1gina es que el visitante convierta, compre el producto o solicite un presupuesto, etc. (que pase a B3).<\/p>\n

El tr\u00e1fico para este paso proviene de Google Organic (A3) y AdWords (A4). Este es el tr\u00e1fico ideal para este paso, es la gente que ha buscado una soluci\u00f3n o un producto, est\u00e1n un paso m\u00e1s cerca de comprar que los que buscan problemas. Este tr\u00e1fico suele tener una gran tasa de conversi\u00f3n si eres visible en las palabras adecuadas y tu producto \/ soluci\u00f3n encaja con los visitantes. El reto aqu\u00ed, por otro lado, es que este campo tiene muchos m\u00e1s competidores haciendo SEO y comprando tr\u00e1fico, y los precios de los clics de AdWords pueden ser 10 veces m\u00e1s altos que en el paso anterior. Si usted est\u00e1 en el nicho de la derecha y tener acceso a una gran optimizaci\u00f3n SEO y AdWords y grandes presupuestos suficientes, este podr\u00eda ser el \u00fanico paso y el \u00fanico tr\u00e1fico que necesita para ejecutar el negocio. Aqu\u00ed es donde yo personalmente pongo la mayor parte de mi enfoque si la competencia-situaci\u00f3n todav\u00eda permiten un ROI lo suficientemente grande. Y haciendo al menos estas cosas bien ya te lleva muy lejos.<\/p>\n

Tambi\u00e9n obtendr\u00e1 tr\u00e1fico interno a este paso desde el paso anterior de su embudo, desde los que hicieron lo que quer\u00edamos en la fase problema\/desaf\u00edo.<\/p>\n

La tercera forma de obtener tr\u00e1fico a este paso es desde Facebook \/ Instagram (C2), a partir de anuncios y contenidos que hablan de la soluci\u00f3n (siendo su producto \/ servicio), dirigido a la \"tiene un problema, no mir\u00f3 la soluci\u00f3n<\/em>\".<\/p>\n

Ahora tiene un grupo de visitantes altamente segmentados en sus p\u00e1ginas de productos \/ soluciones. El objetivo es que conviertan. Sin embargo, aqu\u00ed tambi\u00e9n habr\u00e1 una parte de abandonos. Quiz\u00e1s necesiten tiempo para decidirse, quiz\u00e1s est\u00e9n comparando productos de diferentes proveedores, quiz\u00e1s el momento no era el adecuado o quiz\u00e1s sus hijos se despertaron y tuvieron que interrumpir el embudo. Los abandonos en esta etapa entran en la audiencia \"Conoce el producto, no lo compr\u00f3\" (C3).<\/p>\n

Los que s\u00ed convirtieron en el paso B2 (pusieron el producto en el carrito, fueron a la p\u00e1gina de registro, etc.), pero no terminaron la conversi\u00f3n (no llegaron a la p\u00e1gina de agradecimiento ni se convirtieron en clientes) tambi\u00e9n entrar\u00e1n en esta audiencia.<\/p>\n

Para este p\u00fablico, publicar\u00e1s y anunciar\u00e1s los beneficios de tu producto, los beneficios de la empresa, razones para comprar, ofertas, rese\u00f1as o pruebas en Facebook \/ Instagram y YouTube (C3). El objetivo con el tr\u00e1fico es el mismo, deben tener una nueva oportunidad de convertir ya que no lo hicieron la \u00faltima vez que visitaron.<\/p>\n

Los clientes<\/h3>\n

El \u00faltimo paso son los clientes. Los que han llegado hasta el final. Podr\u00edas pensar que ya est\u00e1n fuera del embudo puesto que lo han completado, pero nada m\u00e1s equivocado. Este grupo ha comprado algo, puede volver a comprar. Este grupo puede recomendar a amigos. Este grupo es sobre el que tienes una cantidad incre\u00edble de datos, que se pueden utilizar para afinar los otros grupos, creando parecidos, dejando que la IA recoja piezas y encuentre parecidos, etc.<\/p>\n

Un buen contenido (anuncios) para mostrar a este p\u00fablico en Facebook, Instagram y correo electr\u00f3nico (C4) son ofertas especiales para clientes, devoluciones en efectivo por recomendar a amigos y cualquier cosa que aumente su valor vitalicio y consiga que se conviertan en embajadores que hablen bien de ti y te recomienden a otros.<\/p>\n

Probablemente haya muchos otros pasos, audiencias y fuentes, pero la mayor\u00eda de los contenidos y anuncios que crees online encajar\u00e1n en alguno de ellos. Conocer tus embudos, mantener el sitio web como eje y conocer el papel de las fuentes de tr\u00e1fico para los diferentes pasos del embudo son puntos clave.<\/p>\n

El siguiente paso es a\u00f1adir valores a todo. Pero de eso hablaremos en otra ocasi\u00f3n.<\/p>\n

Ni siquiera hablamos de c\u00f3mo se pueden crear similitudes convergentes generadas por IA o ajustar las pujas y las posiciones de AdWords en funci\u00f3n de los datos de los clientes. :) Fue muy te\u00f3rico. Tampoco hablamos de c\u00f3mo automatizar pasos y segmentos.<\/p>\n

* Descargo de responsabilidad: Tener todo esto perfectamente preparado no sirve de nada si tu producto o servicio es una mierda.<\/p>\n

Si tienes alguna opini\u00f3n, comentario o un punto de vista completamente diferente sobre el tema, \u00a1no dudes en comentarlo! Si quieres saber m\u00e1s sobre c\u00f3mo encajar\u00eda esta forma de configurar el marketing online en tu empresa, \u00a1no dudes en ponerte en contacto conmigo y yo o alguno de mis compa\u00f1eros iremos encantados a contarte m\u00e1s cosas!<\/p>","protected":false},"excerpt":{"rendered":"

Se habla mucho de qu\u00e9 contenido es el mejor, qu\u00e9 fuente de tr\u00e1fico es la mejor, qu\u00e9 redes sociales dan el mejor retorno de la inversi\u00f3n, cu\u00e1nto deber\u00edas gastar en AdWords, qu\u00e9 tipo de palabras deber\u00edas comprar, d\u00f3nde encaja el seo, y qu\u00e9...<\/p>","protected":false},"author":1,"featured_media":1416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[59,60],"tags":[],"class_list":["post-1415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-social-media"],"yoast_head":"\nThe online funnel, sources, channels and content explained in one huge model - 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