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Del SEO al Inbound Marketing

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Descubre cómo hacer el Marketing que la gente quiere: Inbound Marketing, la evolución del SEO.

Presentación del evento de tendencias de marketing digital en el sector travel 'Gate to the Future' el 3 de octubre en Artà Mallorca.

Podéis ver el vídeo de mi ponencia aquí https://www.youtube.com/watch?v=kTgQKgAE7pQ

¡Comentarios son bienvenidos!

Published in: Marketing
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Del SEO al Inbound Marketing

  1. 1. CÓMO HACER EL MARKETING QUE LA GENTE QUIERE DEL SEO AL INBOUND MARKETING
  2. 2. ¡Hola! Vannessa Uhlein @ulainova SearchMarketerdesde 2006 Licenciada en ADE Screenbean-lover Responsable de InboundMarketing
  3. 3. INDICE Del SEO al Inbound Marketing 01 Cambio de conceptos La transformación del SEO. 02 ¿Cómo se hace InboundMarketing? Cómo sacarle provecho 03 Beneficios Toma nota.
  4. 4. 01. CAMBIO DE CONCEPTOS
  5. 5. SEO ha muerto Muriendo desde 1997
  6. 6. SEO antiguoha muerto Disciplina aislada, ejecutada por el departamento técnico Keywords enMeta-tags Keywords enTitles & Headings Keywords in-text Keywords enDomains & URLs Keywords enAnchor texts Unnatural link building “El SEO virtuoso”
  7. 7. Foco en el humano Revenuedriver t Ranking factors Web 1.0 Web 2.0 Web 3.0
  8. 8. EJEMPLO PRÁCTICO
  9. 9. EJEMPLO PRÁCTICO
  10. 10. Necesitamos conocer quién es nuestro consumidor ideal, qué realmente necesita y espera para ser relevante y crear una buena experiencia.
  11. 11. Somos encontradosde forma orgánica Contenidoadecuado lugaradecuado momentoadecuado. sin interrumpir.
  12. 12. Motivamos a la gente a tomar decisiones de compra acertadas, seduciéndoles a comprar en tu negocio.
  13. 13. Esto es el marketing que la gente quiere. Yourprospect Yourbusiness
  14. 14. Esto es InboundMarketing.
  15. 15. 02. ¿CÓMO SE HACE INBOUND MARKETING?
  16. 16. Investigación Atracción Conversión Dirigir a los clientes a la compra, tanto directa como indirecta. BEST PRACTICE INBOUND MARKETING Utiliza el contenido extraordinario para informar y enganchar a tus clientes potenciales. Averigua las expectativas y necesidades de tus clientes ideales.
  17. 17. Investigación: De datosa inteligencia •Para ser la opción preferida... •Necesitamos conocera nuestro consumidor. •Saber qué busca, cómo, en qué dispositivo y con qué intención. •Estar presente en todos los momentos en el proceso de compra.
  18. 18. Creatuconsumidorideal Buyerpersonas Personificación del target con sus hábitos, preferencias y consumo de medios (sitios, dispositivos…). ¡Haz preguntas concretas!
  19. 19. Creabuyer personas para cadasegmento/mercado Milton, 27 Turistade actividades Joelle, 33 Turistadescubridora Jürgen, 38 Turistade bici& playa Katarina, 21 Turistade cultura
  20. 20. ¿Quiénesla descubridorafrancesa? Joelle, 33 Ubicación Trabajade En Estado civil Poderadquisitivo Inquieta&independiente.Aprovechasuescasotiempolibreparaconocersitiosygentenueva.Vivesola. Tieneinterésporelarte,especialmenteporlapinturaimpresionistaylasartesgráficas. Lille, Francia Arquitecta EstudioLialoa En pareja Likes
  21. 21. ¿Cómoviaja? organizado Porlibre Activo Tranquilo Urbano Rural Original Tradicional Top Travel sites ElveranopasadoexplorólosCárpatosconsuchico,porloqueesteañotocaviajedechicas. QuizáregresealaToscanaitalianapuesleencantaelbuenvino. Joelle, 33
  22. 22. ¿Cuál es su proceso de toma de decisión de viaje? Desdeel puntode vista del consumidor Customerjourney Cómo se siente en cada fase Cómo interactuar con él. Ayuda a considerar cada punto de contacto en cada canal
  23. 23. ¿Cómousalos medios?
  24. 24. ¿Quélenguajeusa? Semánticaqueusala marca Semánticaqueusanlos consumidoressobreproductos Comunicaciónefectiva
  25. 25. Cruzala data de social media & búsquedas
  26. 26. Case Study: Alimentacióninfantil +107% aumentoentráficoorgánicode Google Debidoa optimizacióndel contenidocon temáticasde embarazo. Fococompañía: productos Nutrición Cuidados Embarazo Interés de madres por volumen de búsquedas
  27. 27. Séun imán Utiliza el contenido extraordinario para informar y enganchar a tus clientes potenciales.
  28. 28. Aprovechalasoportunidades
  29. 29. Desarrollaun content marketing plan Marcos, 37 Ingeniero emigrante en Munich Casado con hijos Attract Consider Purchase Retention Advocacy Marcos busca Guía de destinos: blogposts, videos, app; buscador inspiracional Comparadores de vuelos Reseñas, testimonios Cupones Sistema de reservas online, Localizador de agencias Mailings, videos, apps, programa de fidelización Encuentra: contenidos Escapada romántica, vacaciones de relax Vuelos baratos [destino], Munich–[destino], ofertas iberia Billetes munich– [destino] iberia Programas fidelización vuelos Busca en Google Disfrutar del escaso tiempo con su esposa Un vuelo con buena relación calidad -precio Comprar los billetes cuanto antes Buena relación con su esposa y su familia Catálogo de premios, sección de ayuda Iberia plus, canjear avios Una remuneración por volar
  30. 30. Optimizatusassets Humansfirst, sin olvidar los robots. E-commerce (Products & Image SEO) Stores (Local SEO) Apps (ASO) Videos (VSEO) Blogs/Social Media (Social SEO)
  31. 31. ¿Qué no ha hecho tu competencia aún? ¡Se creativo! BrandedContent
  32. 32. Creacontenidoextraordinariocomocebopara enlaces Link building Directories Pressreléase links Guestblogging Links fromforums& comments Paidguestblogging Paidlink acquisitionfromspam networks Paidlinks fromaffiliatenetworks Sponsoredposts/ advertorials Partners, sponsors + sistersites Links fromvideo content Wikipedia Links Communitycontentcreation& promotion -25% SEO traffic
  33. 33. Think big. Think mobile.
  34. 34. Think bigger. http://www.fieldtripper.com/glass/ (Video)
  35. 35. Dirigir a los clientes a la compra, tanto directa como indirecta. Conversión
  36. 36. 02 BEST PRACTICE INBOUND MARKETING Conversión Let’sdefine conversion
  37. 37. Cómomonetizarel Inbound Marketing Venta directa (on/off) Captación de leads y cookies: Followers& retargeting
  38. 38. Optimizatulandings enfocadoenla conversión Convierte prospectsen clientes Aplica researchinsights Buena experiencia de usuario usabilidad Testing! ¡Beneficio para todos los canales!
  39. 39. Convertir clientes en embajadores Haz que cuenten su buena experiencia
  40. 40. ¡Team-work! E-commerce& Brand Marketing & Comunicación Programación & Diseño… Procesos& meetings
  41. 41. 02 BEST PRACTICE INBOUND MARKETING Measure ¿Cómo se mide el InboundMarketing?
  42. 42. Midey analizacruzandodatos Visibilidad en buscadores (Universal searchresults) Links Content shares Tráfico Conversión
  43. 43. Midey analizacruzandodatos
  44. 44. 03. BENEFICIOS DEL INBOUND MARKETING
  45. 45. Customerintelligencecross-channel Insightsaplicables en todos los canales, ony offline Asignación acertada de presupuestos de todos los medios y canales
  46. 46. InboundMarketing es rentable No pagamos por visita Los contenidos permanecen (vs publicidad) Coste por lead aprox. 60% más barato
  47. 47. Reforzamos nuestra marca y sale más rentable aún Mayor CustomerLifetimeValue. Nos compran más y más a menudo Reputación: Nos recomiendan. Nos siguen: más reachpara futuros mensajes. Imagen: Brand searchesgeneran tráfico y ventas directas
  48. 48. 6Takeaways
  49. 49. Takeaways 1.Investiga necesidades reales, no sólo los keywords 2.Crea BuyerPersonas para empatizar y crear estrategias cross- channelefectivas 3.Reconstruye su customerjourney 4.Piensa en respuestas en cada fase de ellos, creando una buena experiencia de usuario 5.Invierte tiempo en landingpage creation& testing 6.Siempremide, analiza, optimiza.

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