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Si eres el propietario de un ecommerce, el marketing es una de las habilidades más importantes que puedes aprender. Si sabes de marketing, siempre vas a tener un flujo constante de clientes nuevos.
Además, conocer los principios básicos del marketing puede situarte por delante de la competencia, además de ser muy útil, si alguna vez contratas empleados de marketing para tu empresa.
En esta guía, te explico los cinco principales canales de marketing y cómo utilizarlos, así como también comparto algunos consejos que te ayudarán a ganar más y gastar menos.
Los cinco principales canales de marketing de ecommerce Hay cinco canales principales que puedes utilizar para promocionar tus productos:
Motores de búsqueda Redes sociales Email Anuncios Afiliados de marca Hablemos de cómo puedes utilizar cada uno de estos canales en tu plan de marketing de comercio electrónico.
1. Search Engine Marketing (SEM) El marketing en buscadores (SEM) abarca tanto el tráfico orgánico como el de pago procedente de motores de búsqueda como Google.
Ambos son importantes. Tomemos como ejemplo Solo Stove. Su ecommerce recibe más de 136.000 visitas orgánicas de Google cada mes, además de unas 8.600 visitas mensuales adicionales procedentes de anuncios de pago.
Datos sacados de Site Explorer de Ahrefs.
Search Engine Optimization (SEO) Para aparecer orgánicamente en la primera página de los resultados de búsqueda de Google, es necesario aprender e implementar prácticas de optimización de motores de búsqueda (SEO) en tu web.
Esto incluye aspectos como:
Averiguar qué palabras clave busca la gente para encontrar tus productos. Alinearse con la intención de búsqueda de la consulta. Conseguir que otras páginas web enlacen con la tuya (backlinks). Y mucho más. Más adelante, en la sección “Consejos”, hablaré de estos pasos con más detalle. Por ahora, si quieres obtener más información, consulta nuestra guía sobre SEO para ecommerce .
Anuncios de búsqueda de pago Puedes pagar para “saltarte la cola” y aparecer en las primeras posiciones de los resultados de búsqueda de Google. Esto se denomina publicidad de pago por clic (PPC, por las siglas en inglés de pay-per-click) y es un gran complemento a los esfuerzos de SEO. Los anuncios PPC son una forma rápida y sencilla (aunque, a veces, cara) de llegar a tu público objetivo.
Aquí tienes un gráfico que explica por qué deberías utilizar tanto el PPC como el SEO:
¿Qué aspecto tiene? Es posible que hayas visto anuncios como estos con la palabra “Patrocinado” al lado:
Puedes utilizar Google Ads creándote una cuenta , eligiendo la página a la que quieres enviar a los visitantes, redactando varios titulares y descripciones, y seleccionando las palabras clave que se mostrarán.
No obstante, hay mucho más que eso: se necesita tiempo y dinero para aprender lo que funciona. Para comenzar, consulta nuestra guía sobre los aspectos básicos de Google Ads .
2. Marketing en las redes sociales Probablemente, el lugar más obvio para promocionar tu ecommerce son las redes sociales.
De nuevo, Solo Stove es un ejemplo: utiliza marketing orgánico y de pago en las redes sociales y ha conseguido más de medio millón de seguidores en TikTok, 347.000 en Instagram y casi 300.000 en Facebook.
Veamos cómo puedes hacer lo mismo:
Marketing orgánico en las redes sociales Aumentar el número de seguidores orgánicos en redes sociales es una forma muy buena de dar a conocer tu marca y tus productos sin gastarte mucho dinero. Sin embargo, requiere mucho trabajo, especialmente si tienes pensado abrir varios canales.
Si no sabes con seguridad qué canales quieres utilizar, un buen punto de partida es SparkToro . Puedes escribir una palabra clave de producto, como “botas de hombre”, y te mostrará las estadísticas sociales de cuentas relevantes:
Si pasas el ratón por encima de los iconos de las redes sociales, podrás ver las estadísticas de cada canal. Esto te indica en qué canales tienen más seguidores las marcas, lo que puede ser una pista sobre qué canales son más eficaces para ellas.
Utiliza estos datos para decidir en qué canales deberías invertir tu tiempo al principio. A partir de ahí, consulta esta lista de recursos para obtener más información sobre cómo hacer crecer tus cuentas.
Publicidad de pago en redes sociales La otra cara de la moneda son los anuncios PPC en redes sociales . Puedes utilizar los anuncios para conseguir ventas inmediatas, pero a un coste. Hay una curva de aprendizaje considerable para maximizar las ventas y minimizar los costes de los anuncios.
Dicho esto, una de las formas más sencillas de publicar con éxito un anuncio en redes sociales es volver a dirigirse a los clientes que abandonan los carritos. Esto funciona colocando una cookie en el navegador de un visitante que añade un artículo a su carrito, pero no lo compra, y utilizando esa cookie para mostrarle anuncios en las redes sociales del artículo que dejó en su carrito.
Por ejemplo, si añades al carrito de la compra estas sandalias veganas y te vas sin ejecutar la compra…
…vas a ver este anuncio en el feed de Instagram de forma casi inmediata:
Pero puedes hacer mucho más con estos anuncios. Consulta la guía de Mayple sobre publicidad en redes sociales (en inglés) para obtener más información.
3. Email marketing Las newsletters suelen ser una de las fuentes de tráfico de mayor conversión para los ecommerce. Esto se debe a que una lista de email, si se hace bien, estará llena de gente que sabe quién eres y tiene un interés activo en tu marca. Dicho esto, se necesita tráfico para hacer crecer una lista de correo electrónico, por lo que no es un buen canal de marketing independiente.
Hay muchas formas de hacer crecer una lista de email , entre las que se incluyen:
Formularios de registro en la web para ofrecer descuentos o información gratuita. Recopilar los emails de tus clientes cuando realicen una compra (con su permiso, por supuesto). Sortear productos.Una vez que tengas una lista de emails, puedes enviarles actualizaciones de productos, contenidos de tu blog, liquidaciones, etc.
Este es un ejemplo de la marca de ropa Off The Grid, que utiliza su newsletter para dar consejos sobre cómo sacar el máximo partido a sus prendas:
Asegúrate de mantener tu lista activa eliminando a los suscriptores inactivos cada tres o seis meses y evita enviar demasiados emails. Tu lista es uno de tus mayores activos… Cuídala.
4. Anuncios display ¿Te han bombardeado alguna vez con anuncios display en cada página web que visitas después de echar un vistazo a una tienda online y marcharte sin comprar nada?
Esto se debe a que la tienda online que visitaste colocó una cookie en tu navegador que le permitió “reorientarte” (o hacer retargeting ) con anuncios display a través de cualquier página web que ejecute estos anuncios de retargeting. Lo que ya he mostrado en la sección “anuncios en redes sociales” también era un anuncio de retargeting.
Se ha comprobado que se necesitan entre 28 y 62 (o más) “puntos de contacto” para realizar una venta.
Un “punto de contacto” es cualquier momento en que se muestra una marca a un cliente potencial, ya sea a través de un anuncio o visitando tu web o canal de redes sociales. Cada vez que ven tu marca o producto, es un punto de contacto.
Eso es lo que hace que estos anuncios de retargeting sean tan eficaces. Puedes obtener múltiples puntos de contacto de tu producto a un precio relativamente bajo en comparación con los anuncios PPC tradicionales.
El inconveniente es que solo puedes mostrar anuncios de retargeting a aquellas personas que hayan visitado tu web y hayan permitido la cookie en la configuración de su navegador, o a las personas de tu lista de email.
HubSpot tiene una guía muy útil para principiantes sobre el retargeting .
También puedes publicar anuncios display generales, que son adecuados para dar a conocer tu marca y tus productos. Puedes utilizarlos para que la gente visite tu web y, a continuación, publicar anuncios de retargeting para aquellas personas que visitaron tu anuncio inicial, pero no compraron.
Por ejemplo, Hyundai está pagando por mostrar este anuncio en varios medios aunque no se haya visitado su web:
Echa un vistazo a Google Display Ads si es algo que te interesa.
5. Marketing de afiliados El marketing de afiliados consiste en que alguien promocione tu producto o servicio y gane una comisión cada vez que te envíe una venta.
Esto funciona normalmente dando a tu afiliado un ID único que incluye en su URL cuando enlaza con tu sitio web. Podría tener este aspecto:
https://www.tudominio.com/tu-producto?ref=IDafiliadoUnico
Cuando un cliente realiza una venta a través de la URL con el ID de afiliado único adjunto, tu programa de afiliados atribuirá esa venta a ese afiliado en particular para que puedas pagarle su porcentaje de los ingresos.
Por ejemplo, Solo Stove tiene un programa de afiliados y yo solía promoverlo en mis artículos y vídeos, como este post de blog y reseña de vídeo de YouTube:
Para más información sobre la creación de un programa de afiliados para tu ecommerce, consulta esta guía (en inglés).
Siete consejos para el marketing de tu ecommerce Ahora que ya sabes dónde promocionar tus productos, aquí tienes algunos consejos que te ayudarán a maximizar tus ventas y minimizar tus costes de marketing:
1. No compitas solo en precio Sobre todo, no entres nunca en una guerra de precios. Nunca podrás competir en precio con los grandes. Ellos pueden permitirse perder dinero hasta dejarte fuera del negocio durante mucho tiempo.
En su lugar, compite en aspectos como la calidad, el servicio al cliente, la experiencia y el valor.
Asegúrate de que toda la experiencia de encontrar tu marca y comprarte sea fluida y fácil. Además, utiliza tu marketing para educar y entretener, no solo para promocionar tu producto. Si primero ofreces algo de valor, es más posible que la gente compre incluso a un precio más alto.
Por ejemplo, Squatty Potty informa y entretiene a la vez, en el que posiblemente sea uno de los mejores anuncios de la historia:
https://www.youtube.com/watch?v=YbYWhdLO43Q
O, volviendo a Solo Stove, hace vídeos que enseñan la mejor forma de utilizar sus productos:
https://www.youtube.com/watch?v=ya1Z0hyZ4-Y
2. No ofrezcas descuentos excesivos Ofrecer descuentos puede ser una forma fácil de ganar dinero rápido, pero, al hacerlo, es posible que te estés disparando en el pie. Al ofrecer descuentos con frecuencia, la gente puede llegar a esperar tus descuentos y no comprar tus productos a precio completo porque saben que los descuentos están al caer.
3. Comienza con la investigación de palabras clave Los motores de búsqueda pueden ser una fuente lucrativa de marketing gratuito si se consigue un buen posicionamiento en ellos. No obstante, el SEO puede llevar años, sobre todo a los que acaban de empezar.
Por ello, es mejor hacer una investigación de palabras clave para averiguar lo que buscan tus clientes y así poder empezar a optimizar tu web de inmediato. (Me lo agradecerás dentro de dos años).
Puedes hacerlo con la herramienta gratuita de generación de palabras clave de Ahrefs . Introduce una palabra clave amplia que describa tus productos y la herramienta te ofrecerá ideas de palabras clave con algunos datos básicos:
Ten en cuenta que te conviene encontrar diferentes palabras clave para diferentes propósitos.
Por ejemplo, “botas hombre piel” puede ser una buena palabra clave para una página de categoría, mientras que las páginas de producto pueden ser más útiles con palabras clave más específicas como “botas hombre cremallera lateral”.
Básicamente, utiliza palabras clave amplias para las páginas de categoría y palabras clave específicas para las páginas de producto. Para más información, consulta nuestra guía de SEO para ecommerce.
4. Optimiza tu web para las búsquedas y las conversiones Siguiendo con el último consejo, deberías tomar la investigación de palabras clave que hiciste y optimizar tus páginas de categorías y productos para las mejores palabras clave.
Esto se llama SEO on page y consiste en:
Hablar de tu palabra clave objetivo en tu título, URL y dentro de la propia página. Escribir una title tag y una descripción convincentes para que el resultado destaque en las SERP.Optimizar las imágenes de modo que se carguen rápidamente y tengan nombres de archivo y textos alternativos descriptivos. Incluir enlaces internos entre las páginas para facilitar su localización. Para más información, lee nuestra guía sobre SEO on page .
Más allá del SEO, también deberías optimizar tu web para las conversiones. Después de todo, uno no quiere gastar tanto tiempo y dinero en marketing para luego perder ventas, ¿no?
La optimización de la tasa de conversión (CRO, por las siglas en inglés de Conversion Rate Optimization ) incluye factores como el uso de imágenes de alta calidad, redacción eficaz y un diseño web limpio con un mínimo de distracciones. Te recomiendo que leas la guía de CRO de Shopify (en inglés).
5. Empieza un blog Tener un gran producto y anuncios eficaces solo puede llevarte hasta cierto punto. Si quieres utilizar canales de marketing orgánico como las redes sociales, los motores de búsqueda y las newsletters, tienes que ofrecer algo más que anuncios de tus productos.
Ahí es donde entra en juego el contenido.
Las fotos, los vídeos y las entradas de blog te permiten captar clientes en distintas fases del embudo de marketing a los que, de otro modo, no habrías llegado a vender.
Esto es lo que puede parecer y lo que la gente puede buscar en cada etapa:
Digamos que tienes una tienda de calzado. Un cliente potencial tiene un problema: necesita un buen par de botas impermeables que sean funcionales pero también bonitas. Entonces, hace una búsqueda en Google de “botas impermeables bonitas para hombre” (la etapa de “servicio o producto”).
Los resultados no son zapaterías: son todo blogs que hablan de calzado.
Es posible que escribas un post con el objetivo de posicionarte bien en esa palabra clave y promocionar tus propios zapatos. También puedes utilizar ese artículo como contenido para añadir a tu newsletter y a tus redes sociales.
PRO TIP
También es una buena idea ponerte en contacto con todos los blogs que se están posicionando para intentar que también incluyan tus zapatos. Si inicias un programa de afiliados, puedes hablarles de él y será más posible que incluyan tus productos, ya que tienen un incentivo.
Amplía esta idea a otros problemas que puedan tener los clientes potenciales, como aprender distintas formas de atarse los zapatos o ideas para conjuntos que puedan combinar con tus zapatos. El único límite es la creatividad.
Consulta mi guía sobre blogs de ecommerce para obtener más información.
6. Crea contenido en vídeo El contenido audiovisual es cada vez más importante. Si quieres hacerlo bien en TikTok, Instagram, YouTube e incluso Facebook, tienes que hacer vídeos. Además, muchas de las SERP ahora contienen resultados de vídeo además de páginas de blog.
Por ejemplo, conseguimos posicionarnos con la palabra clave “learn seo” con un post de blog y un vídeo de YouTube:
Si quieres saber cómo lo hicimos, hemos escrito una guía completa sobre SEO en vídeo .
Pero, ¿qué tipo de vídeos deberías crear?
Depende de tu audiencia, de la plataforma y de tu producto. En general, los vídeos más cortos funcionan mejor que los largos, como este TikTok de cinco segundos de Guess que consiguió más de 800.000 visitas:
https://www.tiktok.com/@guess/video/7177117174979546414
Por supuesto, existen muchas formas de utilizar el vídeo en tu plan de marketing y hay mucho espacio para vídeos más largos. Echa un vistazo a nuestra guía de video marketing para saber más.
7. Establece procedimientos operativos estándar Muchas de las tareas de marketing se pueden repetir. Acciones como hacer un outline del contenido , compartir las publicaciones e, incluso, publicar anuncios pueden estandarizarse para hacer las cosas de manera más rápida y sencilla.
Por tanto, conviene crear procedimientos operativos estándar para estas tareas. Un procedimiento operativo estándar (SOP, por las siglas en el inglés de Standard Operating Procedure) es un documento que describe exactamente cómo hacer una tarea paso a paso, a menudo con capturas de pantalla o vídeos, que te permita delegar la tarea a un asistente virtual para liberar tu tiempo y agilizar el proceso.
Por ejemplo, tenemos una guía para crear SOP de SEO , pero puedes desarrollar un SOP para cualquier tarea repetible, como:
Crear imágenes para el blog o los productos. Añadir productos nuevos a tu newsletter y a las redes sociales. Y mucho más. Este es un ejemplo de un paso en nuestro SOP para crear contenido en Ahrefs:
Crear un SOP es fácil. Basta con crear un Google Doc y utilizar encabezados para organizar la tarea en pasos y añadir capturas de pantalla o, incluso, vídeos para mostrar el proceso. Cuanto más claro y preciso sea, mejor.
Reflexiones finales El aprendizaje del marketing de ecommerce es una forma segura de ganar mucho más dinero con tu tienda online. Hay mucho que aprender, así que ve poco a poco.
Con el tiempo, deberías intentar contratar a un asistente virtual o a un equipo de marketing para que te ayuden con estas tareas y puedas centrarte en otras áreas de tu negocio. Tener una comprensión básica de cómo se hacen te ayudará a tomar buenas decisiones de contratación.
¡Gracias!
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