3 Razones que Hacen Necesarias las Campañas de Reconocimiento para Aumentar las Impresiones y Tener Más Visibilidad en Facebook
Estamos iniciando un año 2020 con todo el empuje y las ganas de crecer, con la idea de hacer prosperar vuestro negocio por medio del uso de las Redes Sociales y algo de Marketing de Influencer. Pero te das cuenta que el alcance de tus publicaciones no está produciendo la cantidad de impresiones previstas al momento de iniciar el proyecto.
¡No temas! es habitual que al comenzar con las campañas de Community Managment las publicaciones se noten un poco estancadas o que no reciben las interacciones que esperabas, esto es debido a varios motivos, como: quienes siguen tu “Fan Page” no son el público adecuado, no tienes un “schedule” y por lo tanto no generas la cantidad de Impresiones que necesitas para convertir, al no poseer planificada las publicaciones, no estás “calentando” a facebook y por ende a tus usuarios…
Pueden ser muchos los motivos que causen este fallo en la respuesta a tu contenido y bajón en la cantidad de impresiones del mismo. Pero no temas, aquí vamos a echarte una mano para que puedas lograr los resultados que deseas y la cantidad de impresiones y el alcance de tus publicaciones se dispare por los cielos.
¿Que Está Evitando que Generes Las Impresiones Deseadas?
Como te comentaba anteriormente, pueden existir varias razones que ahoguen las publicaciones de tu fan page en las feeds de Facebook. A diferencia de Instagram, que es una red social donde la calidad de la imagen que publiques influye en la interacción y por lo tanto la visibilidad.
Facebook posee un algoritmo que analiza la interacción del público con tu página y tus publicaciones, la constancia de tu “Fan Page” en lo que publica, cuando y como lo hace, y el feedback que exista luego de publicar.
Por lo tanto, si lo que quieres es aumentar tu visibilidad para llegar a un mayor público, sin salir de tu nicho y manteniendo contigo los seguidores que ya posee tu pagina de facebook, entonces es momento de comenzar
Define el Público Objetivo Claramente.
Muchas veces vas a notar que cuando se toca algún tema de Marketing Digital, Social Media, Community Management o Email Marketing; se habla mucho de la importancia al definir el “Público Objetivo” al que deseas llegar. No es lo mismo enviar una carta sin remitente, entregarla al cartero y esperar para que la suerte te salude y sea entregada a quien deseas que llegue; a diferencia de colocar todos los datos y saber que la persona al recibirla no solo leerá el contenido, si no que además te responderá.
La manera correcta de definir al Público Objetivo es conocer, dentro del universo de personas, a todas aquellas que puedan prospectarse para campañas de marketing y finalmente se conviertan en clientes o Leads.
Como lo comenta Lia Schüler, en rdstation:
El Ideal Customer Profile (ICP) es una descripción que resume tu mejor cliente. Es aquello que se identifica con tu negocio, se compromete, comprende el uso de tu producto o servicio, lo usa con frecuencia y cree que el producto satisface a sus necesidades con éxito.
Con base en las experiencias de tu negocio, piensa: ¿qué empresa o persona sería el cliente de tus sueños? ¿Quién sería el mejor cliente a comprar tu producto? El ejercicio de creación del cliente ideal puede aplicarse a negocios B2B como negocios B2C.
Para poder definir este ICP debes conocer en profundidad tu negocio, en que se basa y a quien va enfocado. No es lo mismo vender Electrodomésticos y apuntar alcanzar a chavales menores de 16, a vender golosinas. La diferencia está en el enfoque no en el producto.
Los datos importantes para crear el ICP para negocios B2B son datos que caracterizan una buena empresa:
- Segmento de actuación;
- Porte de la empresa ideal (número de empleados);
- Ubicación ideal de la empresa;
- Estructura de equipo de marketing;
- Madurez;
- Ciclo de ventas;
- Ingreso promedio;
Cuando hablamos de crear un ICP para B2C, buscamos datos que caracterizan un buen cliente:
- Nivel de compromiso con la marca;
- Frecuencia de adquisición;
- Cuánto conoce tu producto;
- Cuál es la importancia de tu producto para el;
- Posibilidad de recomendación del producto;
- Ingreso Promedio.
Determina el Contenido Que Gusta Más al Público Objetivo y Diseña y un Calendario de Publicaciones.
Esta parte es la mas divertida de todo el proceso, pues consiste en crear. Debes diseñar el formato de tus publicaciones para que cumplan con el esquema que más le guste a tus seguidores y así captar su atención, Además debes hacer un cronograma donde plasmarás cada una de las horas y días en los que deseas publicar.
Recuerdas lo que comente sobre la constancia, bueno es aquí donde te juegas todo, incluso mucho más que en el punto anterior, pues a medida que vas publicando, tus seguidores se van acostumbrando más y más a estar allí, esperando consumir el contenido publicas.
Crea Contenido de Calidad
- Dale a las personas lo que quieren. ¿Cómo sabes qué tipo de contenido quieren las personas de ti en Facebook? Escuchándolos. Si la mayoría de los comentarios en tu Página son preguntas de servicio al cliente, intenta crear contenido que se enfoque en ayudarlos a usar mejor tus productos. Por ejemplo, un vídeo corto con “secretos” o usos alternativos para tu producto o una serie de vídeos o fotos tutoriales. Experimenta y presta atención a las respuestas de las personas.
- Publica al menos una pieza de contenido específico para Facebook por semana. Las empresas que tratan a Facebook como solo un canal de publicidad, a menudo solo publican enlaces a su blog y sitio web. Si bien no tiene nada de malo publicar eso en alguna ocasión, la promoción continua de tus otros canales no va a fomentar la interacción en tu Página de Facebook (y sinceramente, puede ser muy aburrido). Crea contenido específico para Facebook para incrementar las oportunidades de interacción y dale a las personas una buena razón para darle Me gusta a tu Página. Por ejemplo, crea imágenes específicamente para Facebook o crea una versión más corta de un vídeo y súbelo a tu Página. Puedes incluir un enlace para la versión completa en YouTube o tu sitio web en la descripción.
- Aspira a que compartan tu contenido. Cuando tus seguidores comparten tus publicaciones de Facebook, incrementa tu alcance orgánico, dándote una mejor oportunidad de obtener más Me gusta. También indica que alguien disfrutó tanto tu contenido que se sintió motivado a compartirlo en sus redes personales, poniendo esa información a su nombre. Esto hace que compartan tu contenido, como una métrica, una de las cosas más valiosas e importantes de tu Página de Facebook.
Los Grupos de Facebook Son una Excelente Fuente de Usuarios Orgánicos.
Facebook es una Red Social donde las personas interactúan con el contenido que aparece en su Feed, este contenido proviene de 4 fuentes:
- Los amigos con los que compartes relación en facebook, aceptaste su invitacion y publican contenido.
- Los grupos a los que estás siguiendo.
- Las paginas que le diste “Me Gusta” o que estás siguiendo
- La Publicidad o “Facebook Ads”, paga que muestran en función a una segmentación de ICP
Por medio de estas 4 formas es publicado contenido en esta red social. Entonces, si esos canales existen debes hacer uso de ellos y publicar tambien contenido en los mismos.
Por ejemplo: estás en un grupo de Marketing de Afiliados, por el motivo que sea. Este público está buscando la manera de ganar dinero extra o un sueldo y así poder dedicarse a otras cosas. Las personas que comparten y consumen contenido de este grupo están por un fin especifico y en ocasiones no prestan atención a otra cosa.
Pero te doy un truco. Consume su contenido.. Dale me gusta a las publicaciones que más se relacionen con tu ámbito empresarial, comenta y comparte; aporta tu también contenido relacionado con ese nicho y luego invita a visitar tu página. Has esto de manera recurrente, pero sin saturar, y verás como de a poco el público de tu pagina de facebook irá creciendo poco a poco.
Otro medio efectivo son los Anuncios de Facebook. Por medio de el, puedes crear una segmentación más especifica y atacar directamente tu ICP, atraerlo con publicaciones más especificas donde ofrezcas un servicio o producto, llevarlos a una “landing page” donde colectaras su Email y así ingresarlo a un “funnel de VEnta Efectivo” pero esto lo explicaré en otro artículo.
En pocas palabras, debes recordar mantener siempre activo a tu Público Objetivo con contenido de calidad para que consuman, además debes generar cierto nivel de feedback en los grupos y páginas que sigas para que ellos respondan de manera positiva cuando les pidas respuesta tu a ellos de ello.
¿Por qué contratar una Agencia de Marketing Digital y Community Management?
Nosotros en Big Ads junto a Victor Rodríguez, deseamos proporcionarte el mejor y más completo servicio de Marketing Digital, Social Media Marketing y Community Management… Para que alcances los niveles de rendimiento que deseas y así puedas alcanzar a más personas con tu negocio.
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