Los techos en PVC son un producto que se pensaría no es viable vender en digital, de hecho es muy viable vender techos en PVC obteniendo un retorno de inversión.
Muchas veces las empresas se preguntan si su producto se puede vender online.
Casi todo se puede vender online, hoy en día existe un gran mercado, millones de millones de usuarios alrededor del mundo y con conexión a Internet diaria.
Y hoy te contaremos un caso de éxito de cómo un producto del sector de construcción puede venderse en digital (SEO, Ads, sitio web, redes sociales)
Para lograrlo Plastitek (techos en PVC) nos ha recomendado seguir las siguientes acciones
1. Conoce tu cliente, su perfil, su potencial
En este caso en Plastitek (La empresa caso de éxito) lo conocen muy bien.
Conocen como buscan sus productos sus usuarios, sus edades, sus gustos, que redes usan, para que buscan, sus requerimientos, entre otros.
Imagina que vendes carros y sabes cómo es la persona que suele comprarte, podrías armar una campaña enfocada a llegar a ellos online u offline y sería mucho más efectiva.
Ello te ahorra mucho tiempo, te permite llegar a personas que podrían querer tu producto y que tienen el presupuesto para pagarlo.
2. Conoce tu diferenciador
Todas las empresas deben tener diferenciales reales (El precio no es un diferenciador)
En este caso son de los más grandes importadores de productos relacionados con los techos en PVC, su servicio y calidad son únicos.
Si crees que el precio es un diferenciador no lo es, quizás tu precio resuelva otra necesidad.
Competir con precio es imposible a menos que ajustes todos los procesos para hacerlos más eficientes.
3. Capacítate en Marketing Digital
Existen diferentes cursos, incluso algunos gratuitos como esta plataforma de Google de Garage Digital, entre otros.
Plastitek (techos en PVC) se ha capacitado e iniciado a contratar servicios que han probado y testeado para así conocer que es lo que más les funciona.
Aquí existen dos caminos, o te vuelves un experto (Tomará meses, probablemente años) o conoces de forma general como funciona y contratas a alguien.
Es recomendable que conozcas de lo que contratarás antes de hacerlo porque:
- No te meten los dedos a la boca (No te engañan desde la primera reunión)
- Conoces el alcance de lo que se puede hacer.
- Puedes tener más ideas para que funcione.
- Te puedes conectar mejor con el equipo que contratarás.
No olvides, los comerciales son buenos para venderte, sin embargo no tan buenos para el proceso postventa.
No te olvides, nadie te podrá vender efectivamente sin antes conocerte y saber que haces.
Puedes conocer del Inbound Marketing en este artículo
4. Construir en equipo
Si llega una agencia o comercial a venderte un sitio web o redes sociales y decirte que vas a vender mucho es mentira.
Todas las empresas tienen públicos diferentes, objetivos diferentes, algunas buscan ventas otras awareness (reconocimiento de marca)
Y con construir un sitio web, crear la red social de tu empresa y realizar unas publicaciones no vas a obtener ventas.
Es como si colocaras una valla o pendón en el desierto, simplemente no funciona.
Deben construir en equipo (Tu empresa y el equipo de marketing), realizar un diagnóstico para conocer que te funciona, como se aplica y si es posible validarlo.
Si eres una empresa que ya se inició en Marketing Digital, SEO, redes sociales, entre otros y ya tienes claro como es el inicio, si puedes solicitar servicios específicos ya que sabes lo que requieres.
SI vas a comenzar con tu negocio en Marketing Digital lo primero es una asesoría o consultoría, no compres por comprar.
En el caso de techos en PVC Plastitek a través de los años se ha trabajado en posicionamiento orgánico y marketing digital cosntruyendo estrategias para aparecer en la búsqueda orgánica de Google y se ha aprendido a gestionar los anuncios en sitios web a través de Google AdWords.
5. Prueba y mide
En el marketing digital no existe una ley de oro para ser exitoso.
Todas las empresas son diferentes y con objetivos distintos.
Así que en el punto 4 en equipo se crean unas hipótesis o teorías y se validan probando en digital.
6. Optimizar las acciones propuestas
Con el tiempo te irás dando cuenta que funciona más y de qué forma, por ejemplo:
- Puede que funcione la pauta más que lo orgánico.
- Puede que ciertas temáticos generen más tráfico aunque menos ventas.
- Puede que con x estrategia se generen menos visitas aunque mayores ventas.
- Puede que Facebook te funcione y LinkedIn no o viceversa.
- Puede que en redes sociales nada te funcione, te va mejor pautando.
- Puede que no te compren online aunque esas visitas finalicen las compras offline
Para Plastitek (techos en PVC) la mejor opción actualmente es posicionarse en Google a través de diferentes técnicas en los primeros lugares (Pauta y posicionamiento orgánico).
Y actualmente sus clientes no suelen comprar por su sitio web, sin embargo a través del buscador los encuentran, llaman o escriben y un asesor se encarga de acompañarlos y resolver sus necesidades.
No siempre el que no se venda online quiere decir que no funciona.
7. Aprender y mejorar
El Marketing Digital cambia todos los días y es necesario estar aprendiendo constantemente.
No olvides que el Marketing Digital parte de lo social de generar confianza, de conectar tu producto o servicio con tu audiencia y ello su esencia nunca cambiará.
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