Cómo plantear una campaña digital

¿Cómo plantear una campaña digital?

UNA VISIÓN GENERAL PARA CREAR UNA ESTRATEGIA DIGITAL COMPLETA, ORGANIZADA Y BIEN ENFOCADA

Hoy en día las plataformas digitales están aplicando algoritmos para que el paid content prevalezca ante el organic content de manera considerable, en otras palabras, se le da prioridad a los anunciantes por encima de los que no invierten dinero.

Muchas veces nos encontramos que no impactamos ni al 40% de nuestras audiencias. Esto es debido a que gran cantidad del contenido que consumen y se les muestra a nuestros seguidores es

publicidad y en consecuencia no hay suficiente espacio para mostrar los posts de las cuentas a las que siguen. Actualmente solo recibimos impactos sobre aquello que la plataforma cree que nos interesa, o sobre productos que alguna vez hemos comprado o mostrado interés. Es por este motivo que saber plantear una estrategia de marketing digital de forma directa y organizada en todas sus fases ayudará a cumplir los objetivos que una marca se propone en un periodo determinado. Los aspectos imprescindibles para crear una campaña online son:

1) El Producto, Marca o Servicio

Antes de empezar con la generación de contenidos hay que saber de qué vas a hablar. Conocer el producto o servicio que vas a vender a la perfección. Definir bien el concepto, la identidad, los valores de marca y empaparte de lo que sucede en su área de negocio. A veces basta con leer la web en profundidad y analizar los contenidos publicados en redes sociales. También es bueno trabajar un benchmark que contenga un análisis de la competencia, un DAFO, política de precios, características, coste de oportunidad, feedback y valoraciones de clientes. ¿Por qué me van a comprar a mi? ¿Qué ofrezco de diferente?

2) Identificar a tu Audiencia

Lo más importante del planteamiento de una campaña y donde hay que poner el foco y la energía es en la segmentación. Es esencial dedicarle la mayor parte del tiempo en pensar dónde se encuentra tu público, qué dinámicas tiene en la red, cuánto tiempo está online, qué busca, cómo lo busca, a qué hora… En esta fase, el cliente tendría de aportar toda esta información ya que nadie conoce tanto al usuario como ellos mismos. Tiene que participar y facilitarte un briefing e información clave para diseñar y localizar esta audiencia objetivo.

2) Canales de Comunicación

Como no existe un manual de instrucciones que sea válido para todos los negocios, lo que recomendamos hacer a nivel de canales de comunicación, es descentralizar la campaña. No es aconsejable jugarse toda la inversión en una sola carta, es decir, en una sola red social o plataforma digital ya que tu público puede estar dividido en diferentes canales digitales.

Evaluar los canales que ya tiene trabajados y utiliza la marca es primordial para persuadir al público objetivo. En redes sociales, los perfiles con largo recorrido y con un buen historial de interacción en su contenido, ofrecen mejores resultados de campañas. En el caso de Google Adwords no es tan importante ya que nada queda registrado en ningún feed.

Cada plataforma tiene sus características. Facebook tiene un público más adulto que Instagram, pero por contra los videos largos alcanzan más reproducciones en la primera, en Instagram la foto manda, aunque las stories se visualizan mucho más. LinkedIn es una herramienta que precisa de un contenido más profesional y enfocado al networking. Twitter es la red quizás más efímera, con un contenido más informativo a nivel de titulares donde los temas se convierte en trending topic. Youtube y Google también ofrecen grandes oportunidades y amplias coberturas para localizar e impactar a tu target.

Utilizando diferentes plataformas podrás impactar a un mismo usuario de tu target objetivo en diferentes emplazamientos, de manera que la frecuencia y el recuerdo de marca será más elevado. Esto es muy efectivo al hacer remarketing ya que aumentará la cobertura en medios y de esta forma, los impactos.

4) Definir el Objetivo de la Campaña y el Presupuesto

Es muy importante tener un objetivo claro cuando creas una campaña porque la herramienta también se alineará para cumplirlo optimizando de este modo los recursos y pujas. Estos pueden ser de branding, consideración de marca, notoriedad de marca, tráfico web, reproducciones de vídeo, alcance, interacciones, ventas, leads, conversiones, descargas app, entre otros.

Normalmente el objetivo viene detallado en el brief pero si no es así, recomendamos combinar dos o más objetivos para poder analizar la respuesta del público y conseguir que se complementen entre ellos en beneficio de la campaña general.

Duración / Temporalidad

El volumen de presupuesto del que dispongamos para la campaña, aunque muchos piensen lo contrario, va a ser proporcional a los resultados obtenidos. Un buen diseño de campaña mejorará la efectividad en los resultados y el presupuesto disponible nos situará en unos márgenes/previsión de los mismos. Actualmente todas las herramientas pueden calcular intuitivamente los resultados potenciales antes de empezar la campaña.

Es recomendable concentrar la acción en un tiempo determinado ya que es mejor dar un golpe en la mesa que diez golpecitos con el bolígrafo. Con más motivo si se trata de una campaña específica en el tiempo como la de Navidad, black friday, lanzamientos específicos de producto, etc.

5) Mensaje y Formatos

El mensaje es la parte más importante de los anuncios, entendiendo por mensaje el concepto/idea que se quiere comunicar. Un mensaje está formado por todas las partes del anuncio y tiene que ser coherente cada una de ellas. El copy suma a la imagen y viceversa. Es imprescindible rellenar todos los campos que la herramienta te ofrece para que ésta exprima todas las variantes de anuncios, los recopile en forma de aprendizaje y lo refleje en inteligencia artificial y optimización de resultados.

Contar con varios formatos como la fotografía, el video (como más corto mejor), los gifs, ilustraciones, ofertas, … te aportará mayor cobertura y más calidad de contenido en todos los emplazamientos (móvil, tablet, ordenador).

6) Estrategia de Inversión

Saber distribuir el presupuesto de manera óptima puede ser clave en la evolución de la campaña. A continuación os presentamos las diferentes fases de inversión que suceden en una campaña:
• En la fase de experimentación o aprendizaje se inicia invirtiendo 30€.

• Una vez detectas qué plataformas y conjuntos de anuncios obtienen mejores resultados, podrás potenciarlos añadiendo un 60% de la inversión a los grupos de anuncios que mejor han funcionado y desactivar o pausar los que no son tan buenos. Esta sería la fase central y de optimización de la campaña.

• El 10% restante lo guardaremos para hacer remarketing, también conocido como retargeting, unos días más tarde. Es una parte realmente muy importante que normalmente los anunciantes no consideran.

En este momento es cuando seguimos a las personas que ya han sido impactadas, que han interactuado o simplemente que no han finalizado una acción /conversión y aún siguen indecisas. Conociendo su tracking tendremos que adaptar el copy a un mensaje personalizado y directo para conseguir que finalmente cierren la compra y así cumplir nuestro objetivo.

7) Otros

Estas plataformas absorben todos los datos y optimizan según el objetivo planteado, por eso es importante que los píxeles de seguimiento estén bien implementados. Si no se recopila el tracking de principio a fin (embudos de compra) ten por seguro que estarás perdiendo oportunidades.

En conclusión, el secreto es tener la máxima información sobre la mesa y jugar con todas las cartas posibles.

RESUMEN EN 5 FRASES

Conocer la marca / servicio / producto que promocionas
te dará una visión excepcional a la hora de montar la campaña.

Los presupuestos en un entorno digital son reducidos, pero se pueden gestionar
y sacar partido de una forma muy exitosa. Hay que aceptar el presupuesto disponible
y solo solicitar un incremento si realmente se está perdiendo una oportunidad vital.

El contenido siempre es el rey aunque se trate de anuncios.

El objetivo es el norte de la campaña. Será la guía y la dirección a seguir.
Cualquier acción irá focalizada a la consecución de ese objetivo específico.

No apuestes todo el presupuesto de la campaña en una sola plataforma digital,
en este caso, la diversidad es una ventaja efectiva y beneficiosa.

Escrito por: Genís «Nisu» Muntané Torremorell

CONTACTAR
2020-03-30T12:25:48+00:00

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