{"id":18660,"date":"2021-05-03T09:25:59","date_gmt":"2021-05-03T07:25:59","guid":{"rendered":"https:\/\/acumbamail.com\/blog\/?p=18660"},"modified":"2022-08-30T08:58:29","modified_gmt":"2022-08-30T06:58:29","slug":"pasos-para-aplicar-lead-nurturing","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/","title":{"rendered":"Pasos para aplicar el lead nurturing a tu estrategia digital"},"content":{"rendered":"<p>\u00bfConoces las ventajas del lead nurturing? \u00bfTe gustar\u00eda saber c\u00f3mo aplicarlo en tus estrategias? <strong>El <\/strong><strong>digital nurturing <\/strong><strong>es esencial para crear una relaci\u00f3n estable con los clientes y conseguir su fidelizaci\u00f3n.<\/strong> Despu\u00e9s de conseguir un <a href=\"https:\/\/acumbamail.com\/glosario\/lead\/\">lead<\/a>, esta estrategia te ayudar\u00e1 a optimizar y automatizar el proceso para conseguir la conversi\u00f3n final por parte del cliente, ofreciendo las comunicaciones adecuadas en el momento exacto.<\/p>\n\n<h2>C\u00f3mo aplicar el lead nurturing<\/h2>\n<p>Estos son los <strong>pasos<\/strong> <strong>que debes seguir para a\u00f1adir una<\/strong> <strong>lead nurturing campaign<\/strong> a tu estrategia digital y conseguir su m\u00e1xima eficacia:<\/p>\n<h3>Proceso de compra<\/h3>\n<p>El lead nurturing se basa en <strong>acompa\u00f1ar al cliente a lo largo de su proceso de compra hasta que realiza la conversi\u00f3n final.<\/strong> Por ello, es muy importante que <a href=\"https:\/\/acumbamail.com\/blog\/fases-proceso-de-decision-de-compra\/\">conozcas el proceso de compra<\/a> del producto con el que est\u00e9s trabajando, ya que seg\u00fan este el proceso de compra es m\u00e1s complejo o sencillo, por ejemplo, no es lo mismo comprar una bebida que un coche.<\/p>\n<h3>Segmentos<\/h3>\n<p>Debes <a href=\"https:\/\/acumbamail.com\/blog\/segmentacion-de-mercado-email-marketing\/\">realizar una divisi\u00f3n<\/a> y definir los segmentos sobre los que vas a trabajar seg\u00fan el momento del proceso de compra en el que se encuentren tus leads, es decir, <strong>dividirlos seg\u00fan en qu\u00e9 fase del embudo de conversi\u00f3n est\u00e9n:<\/strong><\/p>\n<ul>\n<li><strong>Top of the funnel: <\/strong>los usuarios son conscientes de que tienen una necesidad y buscan c\u00f3mo solucionarla. El contenido adecuado en este momento ser\u00eda, por ejemplo, una newsletter con informaci\u00f3n de inter\u00e9s general.<\/li>\n<li><strong>Middle of the funnel:<\/strong> el usuario ya se ha familiarizado con tu marca, puedes enviar contenido m\u00e1s concreto y especializado.<\/li>\n<li><strong>Bottom of the funnel: <\/strong>el usuario ya est\u00e1 listo para realizar la compra final, puedes enviar informaci\u00f3n m\u00e1s comercial como descuentos o cat\u00e1logos.<\/li>\n<\/ul>\n<h3>Objetivos lead nurturing<\/h3>\n<p>Tienes que establecer <strong>objetivos concretos para cada una de las fases anteriores, <\/strong>saber qu\u00e9 quieres conseguir en cada una de ellas, por ejemplo, que el usuario descargue un contenido o contrate un servicio.<\/p>\n<h3>Comunicaciones<\/h3>\n<p>Debes <strong>dise\u00f1ar<\/strong> <strong>las<\/strong> <strong>comunicaciones<\/strong> que vas a enviar al usuario <strong>y automatizarlas, <\/strong>estas deben generar impacto y lograr posicionarte como referente del sector en la mente de los usuarios. Adem\u00e1s, no hace falta que te limites solo a un canal para realizar tus comunicaciones, puedes combinarlos como, por ejemplo, <a href=\"https:\/\/acumbamail.com\/blog\/email-marketing-vs-redes-sociales\/\">email y redes sociales<\/a>.<\/p>\n<p>En el caso del email, puedes <a href=\"https:\/\/acumbamail.com\/blog\/customer-journey-email-marketing-importancia\/\">trazar un customer journey a trav\u00e9s de emails automatizados<\/a> que incluyan todas las fases del embudo de conversi\u00f3n por las que pasa un cliente.<\/p>\n<p>En cualquier caso, el contenido que incluyas en tus distintos canales de marketing ha de estar adaptado a la fase en la que se encuentre tu potencial cliente.<\/p>\n<h3>Medir resultados<\/h3>\n<p>Mide los resultados, el rendimiento de la campa\u00f1a y <strong>realiza pruebas<\/strong> para saber en qu\u00e9 aspectos puedes mejorar y, as\u00ed, <strong>conseguir maximizar los resultados.<\/strong><\/p>\n<h2>Ventajas de incorporar el lead nurturing<\/h2>\n<p>Estas son algunas ventajas del digital nurturing que pueden beneficiar a tu empresa y ayudarte a conseguir tus objetivos de marketing:<\/p>\n<h3>Contacto inmediato<\/h3>\n<p>Puedes <strong>contactar de manera inmediata con tus <\/strong><strong>leads<\/strong> ofreci\u00e9ndoles contenido de su inter\u00e9s, lo que te ayudar\u00e1 a construir una relaci\u00f3n m\u00e1s valiosa con ellos. Siempre teniendo en cuenta que debes mantener una <strong>comunicaci\u00f3n coherente <\/strong>con el usuario y ofrecerles lo que necesitan en el momento indicado y con la frecuencia \u00f3ptima.<\/p>\n<h3>Nuevas oportunidades de negocio<\/h3>\n<p>Gracias a este tipo de estrategia puedes analizar qu\u00e9 leads est\u00e1n generando ventas y cu\u00e1l ha sido el camino para conseguirlo. De esta manera, puedes conseguir unas <strong>pautas a seguir<\/strong> <strong>que pueden funcionarte en futuros usuarios relacionados.<\/strong><\/p>\n<h3>Segmentar bases de datos<\/h3>\n<p>El usuario tiene cubiertas sus necesidades gracias al contenido que le proporcionas, mientras que tu obtienes <strong>informaci\u00f3n espec\u00edfica que te permite segmentar tus <\/strong><strong>leads <\/strong>como, por ejemplo, la localizaci\u00f3n, para as\u00ed enviar comunicaciones futuras m\u00e1s efectivas.<\/p>\n<p>Como ves, el lead nurturing te va a permitir <strong>establecer una relaci\u00f3n estable y de confianza con tus clientes<\/strong> mediante comunicaciones en las que les ofreces informaci\u00f3n de utilidad e inter\u00e9s, para <strong>conseguir finalmente una conversi\u00f3n final<\/strong> por su parte y, por lo tanto, el cumplimiento de tus objetivos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfConoces las ventajas del lead nurturing? \u00bfTe gustar\u00eda saber c\u00f3mo aplicarlo en tus estrategias? El digital nurturing es esencial para crear una relaci\u00f3n estable con los clientes y conseguir su fidelizaci\u00f3n. Despu\u00e9s de conseguir un lead, esta estrategia te ayudar\u00e1 a optimizar y automatizar el proceso para conseguir la conversi\u00f3n final por parte del cliente, [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":18659,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1497],"tags":[],"class_list":["post-18660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pasos para aplicar el lead nurturing a tu estrategia digital<\/title>\n<meta name=\"description\" content=\"\u00bfConoces las ventajas del lead nurturing? \u00bfTe gustar\u00eda saber c\u00f3mo aplicarlo en tu estrategia? 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Te explicamos cu\u00e1ndo y d\u00f3nde aplicarlo.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Acumbamail\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Acumbamail\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-03T07:25:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-30T06:58:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/lead_nurturing_.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"565\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pablo D\u00edaz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@pablo.diaz@acumbamail.com\" \/>\n<meta name=\"twitter:site\" content=\"@acumbamail\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pablo D\u00edaz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/\"},\"author\":{\"name\":\"Pablo D\u00edaz\",\"@id\":\"https:\/\/acumbamail.com\/blog\/#\/schema\/person\/055a0a9230bbcd078fcf2d115abc240e\"},\"headline\":\"Pasos para aplicar el lead nurturing a tu estrategia digital\",\"datePublished\":\"2021-05-03T07:25:59+00:00\",\"dateModified\":\"2022-08-30T06:58:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/\"},\"wordCount\":719,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/lead_nurturing_.jpg\",\"articleSection\":[\"Marketing Online\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/\",\"url\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/\",\"name\":\"Pasos para aplicar el lead nurturing a tu estrategia digital\",\"isPartOf\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/acumbamail.com\/blog\/pasos-para-aplicar-lead-nurturing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/lead_nurturing_.jpg\",\"datePublished\":\"2021-05-03T07:25:59+00:00\",\"dateModified\":\"2022-08-30T06:58:29+00:00\",\"description\":\"\u00bfConoces las ventajas del lead nurturing? \u00bfTe gustar\u00eda saber c\u00f3mo aplicarlo en tu estrategia? 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