{"id":3894,"date":"2017-03-21T14:39:08","date_gmt":"2017-03-21T13:39:08","guid":{"rendered":"https:\/\/gotoclient.com\/?post_type=blog&p=3894"},"modified":"2021-08-24T05:14:29","modified_gmt":"2021-08-24T04:14:29","slug":"metodologia-inbound-marketing-vs-marketing-tradicional","status":"publish","type":"blog","link":"https:\/\/gotoclient.com\/it\/blog\/metodologia-inbound-marketing-vs-marketing-tradicional\/","title":{"rendered":"Metodolog\u00eda Inbound marketing vs. marketing tradicional"},"content":{"rendered":"\n
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Metodolog\u00eda Inbound marketing vs. marketing tradicional<\/strong><\/h2>\n\n\n\n
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\n Mar 21 \u00b7 Blog
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\u00bfHas estado oyendo hablar de la metodolog\u00eda<\/strong> inbound marketing<\/strong><\/a> pero todav\u00eda no sabes qu\u00e9 hay de nuevo respecto al marketing tradicional<\/strong>? Entonces, este post es para ti.<\/p>\n\n\n\n

Empecemos por el principio:<\/p>\n\n\n\n

El marketing tradicional est\u00e1 centrado en el vendedor, es \u201cmarketer-centric<\/strong>\u201d.<\/p>\n\n\n\n

Nos referimos a la larga lista de contactos en la agenda del comercial, a las llamadas a puerta fr\u00eda para alcanzar unos objetivos de venta, a los emails masivos que terminan siendo SPAM y van directamente a la papelera, a los anuncios interruptivos (y mayoritariamente molestos) en la vida del consumidor, especialmente en medios digitales.
Estas son algunas t\u00e9cnicas y herramientas al alcance de las compa\u00f1\u00edas obsesionadas con encontrar nuevos clientes. La tecnolog\u00eda est\u00e1 convirtiendo estas t\u00e9cnicas en m\u00e1s caras y menos efectivas<\/a>, pues cada vez tenemos m\u00e1s bloqueadores de llamadas, filtros anti-spam, ad-blockers en el navegador, etc.<\/p>\n\n\n\n

Todos estos anuncios llegan al consumidor sin que \u00e9l lo haya pedido. \u00bfEs esta una buena estrategia para presentarnos y captar a nuestros potenciales clientes?<\/p>\n\n\n\n

Hay otras v\u00edas que podemos explorar.
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El inbound marketing<\/strong> cambia la perspectiva. Y entonces \u00bfen qu\u00e9 consiste la metodolog\u00eda inbound marketing?<\/p>\n\n\n\n

No es solo una metodolog\u00eda, exige un cambio de mentalidad. El objetivo del inbound marketing es dejar de centrarse en el vendedor y empezar a focalizarse en las necesidades b\u00e1sicas del consumidor, es \u201ccustomer-centric<\/strong>\u201d. Consiste en trabajar estrategias de SEO<\/em>, Blogging<\/em> y atracci\u00f3n para formar parte de la conversaci\u00f3n de nuestros consumidores. Ofrecer a nuestros clientes potenciales la oportunidad de buscar, de encontrarnos y elegirnos:<\/p>\n\n\n\n

En lugar de crear anuncios de TV, crear v\u00eddeos que los consumidores quieran ver, o en lugar de crear anuncios de display que nos persigan a cada p\u00e1gina por la que navegamos, crear un blog y llenarlo de contenido \u00fatil para nuestros potenciales clientes, d\u00e1ndoles la oportunidad de contactar en caso de necesitar m\u00e1s informaci\u00f3n.<\/p>\n\n\n\n

La diferencia<\/strong> principal entre el inbound marketing<\/strong> y el marketing tradicional<\/strong> recae en estudiar el comportamiento del consumidor: entenderlo, educarlo y ayudarlo. El \u00e9xito de la metodolog\u00eda inbound se fundamenta en estos 4 pilares:<\/p>\n\n\n\n

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1. Utiliza a los Buyer Persona<\/a><\/strong><\/p>\n\n\n\n

Te ayudar\u00e1n a definir tu perfil de consumidor ideal. Invest\u00edgalos: su rol, sus objetivos, sus necesidades, sus retos, sus puntos fuertes y flacos. \u00bfQu\u00e9 quieren saber? \u00bfQu\u00e9 quieren ver?<\/p>\n<\/div>\n\n\n\n

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2. Utiliza el Buyer\u2019s Journey<\/a><\/strong><\/p>\n\n\n\n

Te ayudar\u00e1 a entender en qu\u00e9 momento se encuentran tus consumidores y a crear contenido clave en cada etapa del viaje:<\/p>\n\n\n\n

– Fase de reconocimiento (TOFU<\/em> = Top Of the Funnel)<\/p>\n\n\n\n

– Fase de consideraci\u00f3n (MOFU<\/em> = Middle Of the Funnel)<\/p>\n\n\n\n

– Fase de decisi\u00f3n (BOFU<\/em> = Bottom Of the Funnel)<\/p>\n<\/div>\n<\/div>\n\n\n\n

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3. Crea el contenido<\/a> adecuado<\/strong><\/p>\n\n\n\n

A los consumidores les gusta tener conocimiento, ofr\u00e9celes esa informaci\u00f3n, pero siempre en contexto con su situaci\u00f3n. Es importante crear el contenido adecuado, para la persona adecuada, en el momento adecuado.<\/p>\n<\/div>\n\n\n\n

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4. Promueve tu contenido<\/strong><\/p>\n\n\n\n

El espacio es ilimitado, te ofrece infinitas posibilidades, pero eso no es lo importante. Lo dif\u00edcil es captar la atenci\u00f3n del consumidor. Piensa en las palabras clave<\/a> que utiliza tu consumidor y distribuye el contenido de forma adecuada.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Y siempre, siempre, siempre<\/strong> analiza y eval\u00faa cada paso. No des nada por sentado. Realiza testeos, analiza las m\u00e9tricas, compara campa\u00f1as, compara reacciones ante los contenidos publicados y eval\u00faa el rendimiento. Y vuelve a analizar<\/strong>.<\/p>\n\n\n\n

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\u00bfQuieres conocer m\u00e1s en detalle las claves de la metodolog\u00eda inbound<\/strong>?<\/p>\n\n\n\n

Te presentamos una met\u00e1fora infalible para entender bien la metodolog\u00eda inbund: El Barco<\/a>.<\/p>\n\n\n\n

Haz click<\/a> para ver la met\u00e1fora completa que te ayudar\u00e1 a entender la metodolog\u00eda inbound marketing de la mejor manera posible. <\/p>\n\n\n\n

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Metodolog\u00eda Inbound marketing vs. marketing tradicional \u00bfHas estado oyendo hablar de la metodolog\u00eda inbound marketing pero todav\u00eda no sabes qu\u00e9 hay de nuevo respecto al marketing tradicional? Entonces, este post es para ti. Empecemos por el principio: El marketing tradicional est\u00e1 centrado en el vendedor, es \u201cmarketer-centric\u201d. Nos referimos a la larga lista de contactos en la agenda del […]<\/p>\n","protected":false},"featured_media":3630,"parent":0,"template":"","tags":[1183],"blog_cat":[],"blog_language":[125],"class_list":["post-3894","blog","type-blog","status-publish","has-post-thumbnail","hentry","tag-marketing-in-entrata-b2b","blog_language-espanol"],"acf":[],"yoast_head":"\nMetodolog\u00eda Inbound marketing vs. marketing tradicional - Gotoclient<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/blog\/metodologia-inbound-marketing-vs-marketing-tradicional\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Metodolog\u00eda Inbound marketing vs. marketing tradicional - Gotoclient\" \/>\n<meta property=\"og:description\" content=\"Metodolog\u00eda Inbound marketing vs. marketing tradicional \u00bfHas estado oyendo hablar de la metodolog\u00eda inbound marketing pero todav\u00eda no sabes qu\u00e9 hay de nuevo respecto al marketing tradicional? 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