El lead magnet se centra en ofrecer contenido relevante y gratuito al público. Por su parte, el funnel de ventas es el camino que recorre un usuario en relación a tu marca hasta completar una compra. ¿Es un acierto combinar ambos conceptos? ¿Y qué tal si a eso sumamos las herramientas que nos proporciona el marketing automation? ¡No te pierdas esta entrada!
¿Cómo se relaciona el lead magnet con el funnel de ventas?
El lead magnet es una técnica muy útil. Consiste en ofrecer contenido de calidad gratis a cambio de un contacto. Eso sí, es crucial que esta información se entregue de manera voluntaria, por lo que has de contar con un elemento que resulte atractivo para el público objetivo. Su éxito repara, precisamente, en este último: los usuarios proporcionarán su contacto al estar interesados en lo que les ofreces.
Su relación con el embudo de ventas es muy estrecha, ya que funciona como elemento que lo inicia y llevará a los usuarios, en algunos casos, a completarlo con una venta. Al disponer de un método de contacto, tienes la posibilidad de enviar contenidos adicionales que mantengan el interés.
Al fin y al cabo, si han otorgado su correo electrónico, es porque están interesados en los productos o servicios que tienes a la venta. Por tanto, tienes que cuidar tanto el contenido inicial como los que continúes enviando; bajar el listón de calidad o valor reducirá las probabilidades de que finalicen su paso por el embudo. No todos lo harán, cierto, pero esto no justifica dejar de esforzarse tras colocar la primera piedra, ¿no crees?
La automatización del lead magnet como valor estratégico
Para garantizar que los contenidos llegan en el momento adecuado, optar por la automatización de ventas es todo un acierto. El valor de esta técnica reside en la facilidad con la que se envía el contenido en cada etapa del embudo. Como comprenderás, hacer esto de forma manual es costoso, lleva demasiado tiempo y puede conducir a cometer todo tipo de errores.
Habrías de estar al tanto de cuándo realizar los envíos, y la selección de los contactos sería manual. En la actualidad esta es una forma de actuar obsoleta, que te llevaría a perder tiempo, esfuerzo y dinero. Piensa que, si tu competencia opta por la automatización, será mucho más eficiente que tú: siempre lanzarán sus contenidos en el momento justo, lo que podría llevar a que los usuarios dejen de preferirte.
Además, optar por el lead magnet es una apuesta por reducir los costes, algo que se ve muy potenciado por la automatización. Dejarás preparadas las diferentes acciones que tengas planeadas y los envíos se realizarán solos cuando llegue el momento. Sea un material más generalista o uno personalizado, siempre alcanzarán su destino.
Las posibilidades de segmentación son muy variadas. Esto te permite asegurarte de que el usuario está realmente interesado en tu marca, enviarle contenidos en función de la sección del embudo en la que se encuentre, y acompañarlo de una forma más efectiva.
Por tanto, el valor de la automatización es significativo. Y en especial desde un punto de vista estratégico: llegar al usuario en el momento adecuado se simplifica, al igual que la entrega del contenido. Necesitarás planificar a fondo cómo conjugar ambas técnicas, cierto, pero los resultados que consigas merecerán la pena. Además, este coste no es especialmente alto, lo que te hará recuperar la inversión en poco tiempo.
En definitiva, el marketing automation es una ayuda que no puedes dejar de lado. Con ella puedes continuar el embudo iniciado con el lead magnet con suma facilidad y de forma orgánica, facilitando el paso de los usuarios por el funnel. Así que no dejes de buscar un equipo de profesionales que te ayude a implementarlo. ¡Contacta con nosotros!
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