Quien piense que con Internet ya no es tan importante trabajar la marca, se equivoca. Crear marca en Internet y tener una marca fuerte es si cabe más importante, lo que exige dedicar tiempo y esfuerzo a trabajar el branding.
Si quieres obtener resultados en Internet, más te vale tener una marca fuerte. ¿Por qué es tan importante crear marca en Internet?
Las razones son las siguientes:
Mejora tu rentabilidad actuando a dos niveles:
- Los intermediarios, tipo agregadores, comparadores…, cuando se vuelven grandes se convierten en tipo Google: estás en sus manos y encima pagas por ello. En consecuencia, lo mejor es el cliente directo que busca directamente por tu marca.
- Amplías los términos de búsqueda evitando las keywords genéricas que son más caras, y facilitando que el consumidor te asocie y en consecuencia te busque a través de palabras clave más directamente relacionadas contigo lo que implica menos competencia y menor coste.
Te da visibilidad: cuando creas marca, la gente te busca directamente por tu marca lo que te asegura salir en 1ª posición en los buscadores y llenar más espacio en la 1ª página de búsquedas. Así no sólo te posicionas tú mejor sino que evitas que aparezca la competencia.
Genera tráfico a tus sites, perfiles en RRSS y blogs. Cuando tienes una marca fuerte y el cliente te busca, le aparecen todos los canales en los que estás. Así abres las posibilidades de contacto. Si el cliente, busca por tu categoría y no por tu marca, lo normal es que sólo aparezcan los canales que están ligados con los términos de búsqueda que el consumidor ha elegido.
Incrementa la conversión: transmites valores de marca y generas vínculo emocional con los consumidores. Los clientes no sólo te compran porque les solucionas un problema. Como tú, hay otros muchos que lo hacen. El ratio de conversión del tráfico de marca (escribir la url en el navegador) es del 4,23% vs un promedio del 2% en el caso de SEM.
Crear marca en Internet, no sólo es clave para el éxito de tu negocio, sino que además, ahora es más difícil por lo que es importante que le dediques atención y recursos. La mayor dificultad viene fundamentalmente por dos circunstancias:
- Comoditización de las marcas. La diferenciación entre ellas ya no es tan evidente y hay que entender las nuevas formas de crear valor: contenidos, comunidades, redes sociales, customer experience, publicidad……
- Un entorno en el que cada medio responde a un ecosistema con códigos de comunicación diferentes. No hay estándar. Hay que adaptar la creatividad a los soportes más que nunca. La coherencia, clave en la construcción de marca, se hace más difícil.
Por ello, es muy importante que definas claramente tu posicionamiento de marca y que lo trabajes transversalmente y de manera continuada.
Hay un último aspecto que quiero tratar y es que ahora trabajar la marca, supone una mayor oportunidad de negocio. ¿Por qué?
Internet es un universo donde se expresa interés e intención constantemente. De tal manera que cada paso es una oportunidad de integración para las marcas y sus mensajes.
Vincula tu estrategia de Branding con la de Performance o Venta porque Internet te lo permite. Esto significa que en cualquier campaña de Branding que hagas, intentes llevar al consumidor a tu web. Por ejemplo, si eres una marca de cerveza, y cuelgas tu nuevo spot de verano en You Tube, haz una edición limitada de tu producto vinculada con el concepto de la campaña y genera tráfico a tu portal para que el consumidor lo compre.
Recibe en tu mail los nuevos contenidos.
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