El usuario, ese gran desconocido: interactuar con ellos es esencial para otorgarles el mejor contenido

February 23, 2016 Back to blog

Conocer al usuario es vital en nuestra estrategia de marketing. En un funnel de ventas el elemento principal es el cliente sobre cualquier otra cosa. Con una buena estrategia digital podemos lograr nuevos usuarios y potenciales clientes. El equipo ha de conocer a quién va destinada su acción. Y el community manager debe saber a quién va dirigido su contenido.

A continuación proponemos algunas claves para interactuar con los usuarios y ofrecerles el mejor contenido en cada momento.

1. Conoce a tu usuario: Es un error querer llegar a todo el mundo. De hecho, esto es imposible. Lo importante es crear conversaciones y hablar de persona a persona. Las motivaciones y frustraciones de nuestros usuario -más allá de nuestro target- son claves para tomar decisiones tanto de contenido como del negocio en general.

2. Encuentra a tus usuarios: Hemos de realizar un exhaustivo análisis de data. A partir de aquí, crearemos unos patrones e iremos construyendo hipótesis. A medida que vayamos avanzando a la hora de realizar estos esquemas, iremos construyendo personas y creando escenarios. Para validar estos esquemas, las encuestas nos serán muy útiles.

Entender estos patrones nos ayudará a crear un contenido mucho más interesante para nuestros usuarios.

3. ¿Dónde están los usuarios? Generalmente, los encontramos en Facebook, Twitter o LinkedIn. Sin embargo, puede que tengan unas redes sociales específicas. Esto es: RRSS específicas para mamás, para arquitectos, para amantes de mascotas…

Otro ejemplo de redes específicas para usuarios sería, por ejemplo, Tinder. El tener al público tan segmentado, nos hará mucho más fácil atacar al usuario.

usuarios

4. ¿Cuántos tipos de usuarios hay? Es muy importante darnos cuenta de quién es quién para poder acertar en cada momento con nuestras acciones:

El espectador: Es un oyente pasivo, ni comenta ni comparte. No se manifiesta pero está ahí…

El creador: Usuario activo en redes y foros. Se muestra participativo, crea contenido y comparte. El aliado perfecto.

El hiperconectado: Elemento clave para dinamizar la comunidad, crear conversaciones, ganar usuarios. Está en todas las redes al mismo tiempo. Desde Pinterest a Youtube, no hay nada que se le resista.

El troll: Le encanta incordiar. Ojo a sus comentarios, son de lo más morboso y pueden hundirte en lo más profundo. ¡Este usuario no tiene otra misión que la de fastidiar!

El crítico: Este tipo de usuario es muy activo en las redes sociales. Se preocupa en formarse para dar su opinión. Pero cuidado, ¡ésta no siempre puede coincidir con la tuya!

El geek: Está a la última de cualquier novedad o rareza que salga al mercado. Sabe de todo, con lo que no está de más seguirle de cerca.

El conector: Usuario muy preciado por las marcas. Le encanta compartir. Desde novedades o contenido a promociones y descuentos. Lo cual nos es altamente valioso para darnos a conocer.

Entender quién es quién y qué está pasando nos ayudará a no perder una comunidad que tengamos creada, por ejemplo en el caso de los foros.

usuarios Ad-Pure

5. ¿Cuál es el objetivo del usuario? Saber si realiza una visita de calidad y sobre todo conocer el objetivo que lo lleva a consultar nuestra web son datos cualitativos algo complicados de adquirir. El hecho de que haya pasado mucho tiempo en una web, no significa que haya conseguido el objetivo de su visita.

El usuario realiza tres tipos de búsquedas:

– Búsqueda informacional: Quiere información.
– Búsqueda transaccional: Necesita una venta.
– Búsqueda navegacional: Busca navegar.

Dependiendo de la búsqueda que realiza el usuario, podemos llegar a diferentes conclusiones sobre si le podemos dar lo que está buscando.

Es aquí donde entra en juego la experiencia del usuario, cuyo resultado es la generación de una percepción positiva o negativa de dicho servicio, producto o dispositivo. La experiencia de usuario es el proceso que lleva a cabo el usuario cuando interactúa con un producto. Para establecer algunas de las claves en la relación entre el consumidor y el producto o la marca, os invitamos a repasar este post:

http://www.ad-pure.com/blog/publicidad/la-importancia-de-lo-emocional-en-marketing/

¡FELIZ SEMANA!

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