Tag Archives: chile

Una Verdadera Fidelización se Basa en la Confianza y Credibilidad

Tuve la suerte de asistir a al seminario de la AMD Chile “Del monologo al Dialogo”, aprovecho de dar las gracias a Edwards Asociados por la invitación, en donde me dio mucho gusto escuchar como se profundizo en como la revolución digital le ha entregado el poder a los consumidores. Esto toma aun mucho mas relevancia en la area de la fidelización, independiente de que sean clientes, empleados, canales comerciales o fuerzas de ventas. Y es de esto es que quiero compartir un poco de mis pensamientos al respecto.

Muchos programas de fidelización cometen el error de actuar como el Loro_Lorenzo de la AMD Chile, quien repite, repite, repite pero no entiende lo que dice y menos aun dialoga con la contraparte. No hay dialogo, no se establece una relación, no hay confianza, no hay relación.

Una verdadera fidelización se basa en la confianza y credibilidad. Esto se logra estableciendo relaciones en base a comunicación bi-direccional, verdadera, que agrega valor y es oportuna. Lo que quiero decir es que es tiempo de introducir mas y mas elementos que involucren y fomenten conversaciones con los cliente, empleados, etc.

Para sumarse a esta revolución y embarcarse en un viaje a la conversación, la empresas deben entender que no hay vuelta atrás, que no hay otra opción y que hay que asumir el reto de un cambio de mentalidad. Esto implica reorganizar departamentos y los roles en marketing, recursos humanos y ventas. La pregunta es como lo hacemos?

Conversemos…pueden encontrarme aquí:

EMAIL – jose.guerra integromkt.com
LINKEDIN – www.linkedin.com/in/joseguerra24
TWITTER – twitter.com/joseguerra24
BLOG – joseguerra24.wordpress.com
SKYPE – jose.guerra24

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La Importancia de Tener a los Empleados Felices

Como todos sabemos las personas son las que producen los productos y/o servicios de las empresas, con la ayuda de diferentes tecnologias obviamente, pero si la gente no hace un buen trabajo no se puede tener una buena empresa. Esta realidad ha tomado cada vez mas importancia debido a las distintas fuerzas de mercado que le han entregado mas poder a los trabjadores, ya sea la flexibilidad laboral, el poder de los sindicatos, la globalizacion y movilidad laboral, etc. El tema es que al final del dia – UN EMPLEADO FELIZ HACE UN CLIENTE FELIZ.

Como lograr esa felicidad?

Han surgido iniciativas en las ultimas decadas, aunque en especial en los ultimos años, orientadas a ayudar a las empresas a “tener a los empleados felices”, se habla de marketing interno, Endomarketing, fidelizacion de empleados, Calidad de vida laboral, work-life balance, etc. Pero mas alla del nombre que le demos, lo que quiero rescatar es la necesidad de tomar este tema en forma seria. Y con esto no digo que haya que ponerse como meta ganar el “best place to work” o tener los mejores sueldos y beneficios del mercado, lo que digo es que se debe enfocar en forma integral y como un tema primordial para el exito de la empresa.

Hace poco lei un articulo en la revista PulbiMark titulado “Endomarketing – Descubrirse en el Trabajo” (original de la revista colombiana P&M) basado en una entrevista a Catalina Camargo, Gerente de Recursos Humanos de BAT en Colombia, en el cual se habla de la importancia de alinear los objetivos corporativos y la cultura organizacional con los esfuerzos de marketing interno o Edomarketing. (no pude encontrar el articulo online para linkearlo a este post). Y me gustaria relacionar este articulo con uno publicado en el blog de Integro – Marca Empleador y Marca Programa Fidelización, dos caras de una misma moneda –  en el cual se habla de la relacion entre la marca del producto o servicios con la marca del empleador, y como esto impacta la atraccion de mejores candidatos.

De estos dos articulos destaco la relevancia de la transparencia, honestidad y autenticidad con que se debe gestionar una empresa en el dia a dia. Cuando una empresa promueve ciertos niveles de calidad, valores y estilos, es imprescindible que se reflejen en su cultura y por ende en como se comunica y relaciona con sus empleados. Por esto la importancia de alinear los esfuerzos corporativos y comerciales con los esfuerzos de recursos humanos. Son muchos las empresas que he conocido en donde actuan en forma muy inconsistente entre lo que dicen hacia afuera y lo hacen hacia adentro. Muchas veces, esto no es en forma intencional, si no que por descuido o falta de coordinacion. En los próximos 4 puntos toco esta falencia desde el punto de vista de los programas de beneficios en particular.

  • Calidad: No es inusual que una empresa que provee un servicio o producto de calidad tenga un programa de beneficios de baja calidad, ya sea en la comunicación de los mismos así como en la calidad de los beneficios.
  • Responsabilidad Social Empresarial: Este es un tema que tiene que incluir a todos los que se relacionan con una organización en particular y no solo a los proveedores de insumos o servicios que impactan el producto o servicio final. No basta con preocuparse que los proveedores se preocupen del medio ambiente, o que traten a sus empleados con dignidad, sino que también deben ver que los comercios con los que tienen convenios se preocupen por los mismos temas.
  • Innovación: Cuando una empresa se posiciona como innovadora, generalmente crea una cultura que fomenta la innovación y creatividad, pero también es común ver que el programa de beneficios y convenios que tienen es igual al de otras compañías, sin que exista innovación en este tema.
  • Escuchar: Si se hacen constantemente estudios de mercado con los clientes y consumidores para entender mejor como servirlos, es lógico que también se haga lo mismo con los empleados para saber que beneficios y convenios desean mas.

Exito.

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6 Step Process to Generate Sales from Blogs

Blogs can be used for many different purposes, including sales.  They started as a simple tool to share thoughts, ideas and opinions online, since then they have evolved significantly and now they are being used in many different ways. Companies are using them more and more for marketing purposes and they are seeing the benefits. A study from HubSpot indicates that businesses that blog get 55% more website visitors . Blogging for sales is another effective way to leverage blogs and I will explain how to go about it in a 6 step process.

  1. Find a large enough group of people to talk to. Marketers are always looking for new segments to penetrate with their products and blogs are a great channel to communicate with them.  For example, if you sell executive suites to small businesses, you will probably want to target prospects based on geography and perhaps service firms. That will give you a large group of people to talk to but this group will probably be composed of several smaller groups with similar interest, so don’t stop there.
  2. Learn what is unique about each smaller group. Within that larger segment you should create a variety of content that speaks to what is unique to each one do those smaller groups. Following the example above, it could be interesting to create content that talks about the importance of first impressions, the role of branding in finding new clients, the most successful stock investments strategies or the latest high-end entertainment events in the area.
  3. Share with them and build trust. We all know that people like free samples, gifts, give away, free content, free research, extras or free trials. Use those to start building your brand and relationship with them.  Once you have built that trust and created that first impression, it is really hard to lose it – unless you really screw it. When blogging for sales you must honestly want to share knowledge and tips without expecting something back immediately, you must have patience.
  4. Be patient and keep sharing. This is key as the game has changed for marketers and sales people, if you go aggressively for the sale without really knowing where the prospect is in the purchasing process, you will create a lot of enemies that could have been clients down the road. More than 95% of your blog’s visitors will not be ready to buy so you must be softer and broader with your message to appeal to a larger group that is most likely looking to simply educate themselves. However, make sure to make it easy for those that are shopping to contact you or purchase online.
  5. Embrace your visitors and their networks. As people comment on your posts, bookmark them, share them on social networks and subscribe to your blog, make a task for you to develop each one of those relationships and ideally try to take them offline if appropriate. Don’t try to sell them until they are ready and ask more about your product or services. Developing those relationships will also help you reach a much larger audience than you can reach yourself.
  6. Keep improving your sources. The content that you put in your blog is the fuel that will get your lead generation machine going, so make sure to create an editorial calendar and follow it religiously. If you have trouble coming up with your own thoughts or ideas, you can comment on research reports, studies, do book reviews, interview other experts, etc. Don’t ever run out of gas.
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3% buy now, 7% are open to it, 30% not thinking about it, 30% think they are not interested and 30% know they are not interested.

What does Education have to do with Marketing?

I was going to use the question above to title this post, but then I realized that I was making the precise mistake that I am going to blog about – Making your titles/headlines/subject lines or your entire content too specific. The consequence is that you lose the vast majority of your audience that may not be ready to buy your product or services now, but may be be in the future.  Being too specific in your pitch may be damaging your opportunities to build a stronger sales pipeline in the long run. This is what Chet Holmes talks about on chapter 4 – “Becoming a Brilliant Strategist, How to Get Up to Nine Times More Impact from Every Move You Make” – of his Amazon and New York Times best-selling book “The Ultimate Sales Machine”. He calls is “Education-Based Marketing”.

I have to say that I agree with his recommendation only to some extent. Conceptually it makes a lot of sense, however what happens when everyone else (your competitors) have also learned this? and they are changing their marketing messages too, from being very tactical or street-level to more strategic in order to build brand awareness, recognition, trust and thought leadership? I get bombarded all the time with webinars, white papers, podcasts, blog posts and videos with strategic marketing content. How to achieve better Marketing ROI with web analytics? How to incorporate Social Media into the overall marketing strategy? How to drive more leads? So, what I do with them is delete them right away because I have seen them all already.

If you noticed, the media I made a reference to, from which I get most, if not all my content, is online. Why is this important? Because sales and marketing happens on and off-line as we all know and the strategies should be coordinated but different. Being more strategic on your messaging, like Chet Holmes recommends, makes a lot of sense via traditional media and on sales activities such as cold calling, trade shows, conferences or networking. I want to emphasize that I strongly agree with such strategy when dealing offline, however, when you are online the game is different. The economics and the rules are different so you can implement a long-tail strategy to reach each segment with the right message at the right time.

I want to conclude with 6 suggestions to increase your sales performance using education-based marketing and online media (but make sure to complement it with offline media)

  1. Create targeted education-based messages. Identify the market segments or industries that you want to target and create a content strategy for them. But you can’t stop there, you have to create different messages based on where in the purchasing process the prospect may be: not considering, thus a more strategic message; researching, thus a more tactical message; or ready to purchase, an offer based message.
  2. Use and integrate different online channels. Prospects may use different channels at different stages in the purchasing cycle, so you need to be present on all of them with the appropriate message. For example those that are researching may start (probably will) on Google so you want to make sure that your optimized (blog, website, social media sites) for the keywords used at this stage in the process with content that is more educational on why you are better than your competitor. In addition, you also want to have a separate web and content optimization strategy for those that not considering by using a more strategic message and for those that are ready to pull the trigger using for example email marketing to your house list with strong offers to those that have shown interest in your product or services.
  3. Implement adequate supporting technology. You need to have the appropriate technology given your reality, otherwise all the work that you do on the front end to drive traffic to your website, blog, social media sites and any others may be lost.  Assess what kind of volume you expect to get given your investment in online marketing communications, and what resources you can dedicate to monitor and turn that traffic into sales opportunities. Then, do a through research because there are hundreds of software as a service (SaaS) providers that can help you. But make sure to adopt one or a combination of several.
  4. Nurture a develop online relationships. Once you identify the leads, make sure to categorize them based on their time to purchase. That will give you more insight into how nurture them, what type of content to share with them and with what frequency. Engage with them on Twitter, Facebook, LinkedIn, Nings and on the Blogs.
  5. Drive online interactions to offline relationships as soon as possible. It is my opinion that all these online tools; web 2.0, social media, or whatever you want to call them, will never replace face to face interaction. However they can be a great bridge to get you a face-to-face interaction and very effective tools to help you maintain and develop those relationships.
  6. Analyze and refine. Establish clear goals and objectives for your plan from the beginning. As you probably know, what does not get measured, does not get improved. Utilize the technology in place and frequently challenge the process and results you’re getting to find ways to improve them.

Any thoughts or comments? Go ahead tell me what you think.

Exito

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Re-asses, Re-think, Re-imagine SEO

A few weeks ago we were invited to talk about SEO at the Dallas-Fort Worth American Marketing Association and we took the opportunity to “de-muddle” the search and content landscape. We focused our presentation on how Search Engine Optimization is evolving into what we are calling CSO or Content Search Optimization. The concept behind CSO is that with the growth of user-generated content on social media and web 2.0 sites, along with the proliferation of blogs and their integration into search results, off-page SEO is set to become more and more relevant when optimizing for search engines results. 

Search Engine Optimization has been a cat & mouse game since its inception, marketer and web masters spent their time figuring out how to game search engine algorithms to only find out that these sites kept evolving and coming up with new criteria. The beauty of this game has been that it has evolved in the direction of making results more and more like what you would find on an offline search for a product or service. The difference though is that looking for an accountant offline could take you days or weeks to find a good one. You would probably look for one on the yellow pages, then ask your friends if they knew one, then interview several, than ask for references, to end up probably working with one that worked with someone you trust.  However, online you can do this in a matter of minutes or seconds. Product or service searches on Google (using their filters, social search features and Google buzz) or searches on Facebook (which can also be filtered for friends) will, if not already, complete the entire search and selection process.

So, the questions are: How do you optimize your web presence? How do you embrace word of mouth and user-generated content around your brand? How do you grow a network built on trust and reputation? In a few words, and you can watch the presentation below to get more details, the answer is three-fold.

First, you want to establish an editorial calendar because it will help you increase content quantity, quality and your will get more subscribers. Do simple math, more content + better quality = better search engine ranking. Add a little of smart marketing and you will get more readership and that will drive more subscribers (or potential customers)

Second, become a publishing warehouse as it will help you get your target audience in the format and timing that they prefer the most. Take the topic for the day, week, month, whatever your reality is and put in your “content development process” to create blog posts, articles, presentations, tweets, white papers, questions, videos, podcasts, etc. or whatever your target audience respond best.

Third, leverage personal branding to distribute content to networks built on trust and reputation. Employees can become a great channel to distribute your content.

Exito

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Proud to be Chilean…Now I know why we have such great wines.

My last post was about a week ago…that is lazy. With so much going on I should be sharing my thoughts, learns and stories more often.

I have been networking and focusing on business development, well last night I met this guy from Colombia, Dario, an entrepreneur full of passion, ideas and energy. The conversation took us to talk about wine and I kept thinking about business opportunities related to Chilean wine and how they are leveraging new media and social media to market their wines to the US  consumers. Long story short, there are great opportunities there, but this morning I run into this video that makes me proud to be Chilean…and makes me hungry for “un asado con ensalada chilena” that I may just eat that tonight.

WATCH THE VIDEO HERE

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Y.E. Yang -“…I might as well have the fun of my life”

It is a new week ahead of us and a lot of plans for it…The first one is to stop planning and get some real action – hard coding (Dwamian, not me) and hard selling.

I think it is going to be a week of many learns for me. I have always sustained the theory that to be a successful entrepreneur you must be a good sales man and I have never considered myself a sales person. I have never done it and never wanted to learned it, but I took the plunge into entrepreneurship knowing that I was going to face many challenges and unknowns. Well, here is the first one – Selling. Believe it or not, I am looking forward to it.

Y.E. Yang, the first Asian golf player to win a major, The PGA Championship, said yesterday after beating Tiget Woods “since I was playing with Tiger, I might as well have the fun of my life”.  Tom Watson, not the great golfer, but IBM’s founder and CEO between 1920 and 1950 said that “Nothing Happen Until a Sales Is Made”.

I am going to listen to the words of wisdom from Tom and the words of joy from Y.E Yang.  I am going to have the best time ever selling what I know will change the live of many people who have been waiting for too long…

Chao

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Do you want a free TV?

What does it mean that the marginal cost of producing one more unit of “whatever” is close to zero? In a competitive market it means that the price that you can sell that additional unit is also close to zero…

Anyway, this is not a post about economics but it relates to it.  SaaS (Software as a Service) firms have been growing like mushrooms over the last few years because of the theory of marginal cost, it costs them almost zero to add one more user/client to a platform that is hosted on the web. So,  if they can charge a few bucks for each one of them they can make a small unit profit. Now take that and multiply it but large volume of users/clients and you have very profitable firms. Well, these markets are getting very competitive and there are already some very successful free SAS companies.

Will hardware follow the same path? Will the marginal cost of producing new hardware be so low that we will eventually get access to free hardware? I say yes, that is my theory.

What is yours?

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