{"id":1634,"date":"2017-01-03T00:47:26","date_gmt":"2017-01-03T00:47:26","guid":{"rendered":"https:\/\/workingdev.wpengine.com\/?p=1634"},"modified":"2025-05-12T13:38:37","modified_gmt":"2025-05-12T20:38:37","slug":"sales-leads-branding-social-media","status":"publish","type":"post","link":"https:\/\/workingarts.com\/es\/sales-leads-branding-social-media\/","title":{"rendered":"Contactos de ventas, marca y redes sociales"},"content":{"rendered":"<p class=\"p1\"><b>Contactos de ventas, marca y redes sociales<\/b><\/p>\n<p class=\"p1\"><em>Publicado originalmente en julio de 2013<\/em><\/p>\n<p class=\"p1\">\u00bfQu\u00e9 es un cliente potencial de ventas? La respuesta depende de su perspectiva: un cliente potencial cualificado para marketing NO es un cliente potencial preparado para ventas, ni siquiera un cliente potencial cualificado para ventas. Lamentablemente, muchos directores generales y directores de ventas a menudo ven el marketing como una organizaci\u00f3n (un centro de costes) dise\u00f1ado para entregar pedidos para el equipo de ventas (un centro de beneficios), cuando en realidad, s\u00f3lo pueden entregar clientes potenciales, es decir, todav\u00eda no compradores, que han sido calificados o se ha determinado que tienen una afinidad con las ofertas de la organizaci\u00f3n, pero a los que hay que vender antes de que voluntariamente intercambien dinero por productos o servicios.<\/p>\n<p class=\"p3\">Esa distinci\u00f3n es importante porque debe entenderse en la vanguardia de la planificaci\u00f3n empresarial, en la que se definen las expectativas y los procesos que, al menos al principio, deben respetarse rigurosamente una vez lanzada la empresa o el producto. Por eso se llama plan, para tener la oportunidad de conducir hacia resultados calculados, con una ejecuci\u00f3n adecuada, antes de que la empresa cambie de objetivos, en pleno vuelo, sin calibrar las consecuencias del cambio o cambios.<\/p>\n<p class=\"p3\"><a href=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smleadconvert.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-1630 alignleft\" src=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smleadconvert.png\" alt=\"\" width=\"661\" height=\"603\" srcset=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smleadconvert.png 661w, https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smleadconvert-300x274.png 300w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/a><\/p>\n<p class=\"p1\"><i>Fuente: Informe 2013 de HubSpot sobre el estado del inbound marketing.\u00a0<\/i><\/p>\n<p class=\"p3\">La eficiencia de conversi\u00f3n de leads a ventas de los medios sociales ha saltado del quinto al segundo puesto desde la encuesta de 2012 (de 4% a 13%), e incluso podr\u00eda reclamar parte de la primera posici\u00f3n del SEO, ya que gran parte del SEO org\u00e1nico se cosecha directamente de las actividades de los medios sociales.<\/p>\n<p class=\"p3\">Actualizaci\u00f3n de 2015: Con casi 4.000 encuestados de m\u00e1s de 150 pa\u00edses, el informe Hubpost State of Inbound revel\u00f3 que las empresas de todo el mundo prefieren predominantemente las actividades de marketing y ventas inbound a las outbound en una proporci\u00f3n de 3 a 1. El marketing inbound implica la creaci\u00f3n de contenido notable para su distribuci\u00f3n y promoci\u00f3n a trav\u00e9s de los canales sociales, mientras que el outbound incluye el uso de anuncios publicitarios, correo directo, llamadas en fr\u00edo y otras formas intrusivas de captar la atenci\u00f3n del cliente.<\/p>\n<p class=\"p1\"><b>\u00bfQu\u00e9 relaci\u00f3n tiene esto con las redes sociales?<\/b><\/p>\n<p class=\"p3\">Los medios sociales no son una herramienta de ventas... pero ayudan: en el gr\u00e1fico anterior, HubSpot muestra que los medios sociales producen el doble de cierres de clientes potenciales que el marketing por correo directo. Teniendo en cuenta que el \u00fanico coste de los medios sociales es el tiempo, \u00bfpor qu\u00e9 no considerar el esfuerzo? El marketing en redes sociales es un componente de la estrategia de marca de la empresa y s\u00f3lo debe utilizarse de forma oportunista para vender. La pr\u00e1ctica de los medios sociales es un canal de marketing relativamente nuevo cuya funci\u00f3n es fomentar la confianza y, en \u00faltima instancia, la lealtad entre una empresa y sus clientes actuales y potenciales.<\/p>\n<p class=\"p3\"><b>El embudo de ventas est\u00e1ndar<\/b>\u00a0funciona de la siguiente manera:<\/p>\n<p class=\"p1\"><b>\u00a0<a href=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel1.png\"><img decoding=\"async\" class=\"size-full wp-image-1627 alignleft\" src=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel1.png\" alt=\"\" width=\"550\" height=\"46\" srcset=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel1.png 550w, https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel1-300x25.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/b><\/p>\n<p class=\"p1\"><b>El embudo de ventas de las redes sociales\u00a0<\/b>a\u00f1ade conductores adicionales en ambos extremos del embudo para que formen un bucle sobre s\u00ed mismo:<\/p>\n<p class=\"p1\"><a href=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel2.png\"><img decoding=\"async\" class=\"size-full wp-image-1628 alignleft\" src=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel2.png\" alt=\"\" width=\"554\" height=\"72\" srcset=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel2.png 554w, https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/funnel2-300x39.png 300w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><\/a><\/p>\n<p class=\"p3\">El marketing en las redes sociales cierra la brecha entre sus clientes y sus clientes potenciales: permite que los desconocidos se conviertan en visitantes y ampl\u00eda la relaci\u00f3n con los clientes satisfechos, convirti\u00e9ndolos en simpatizantes voluntarios, aprovechando su alegr\u00eda para defender su causa.<\/p>\n<p class=\"p1\"><b>Redes sociales en el supermercado<\/b><\/p>\n<p class=\"p3\">Tomemos el ejemplo de una tienda de comestibles. Cualquiera que entre en la tienda es un cliente potencial (un cliente potencial cualificado); el mero hecho de entrar en el edificio indica razonablemente que la persona est\u00e1 a minutos de convertirse en cliente del mercado. \u00bfC\u00f3mo puede asegurarse de que el cliente se convierta en cliente suyo, uno de los muchos proveedores presentes en la tienda? \u00bfQu\u00e9 va a comprar el cliente potencial? \u00bfC\u00f3mo puede un producto individual en los estantes destacarse como la elecci\u00f3n correcta frente al producto de la competencia que se encuentra justo al lado? Aqu\u00ed es donde entran en juego la categor\u00eda de producto y los esfuerzos de marca de cada empresa.<\/p>\n<p class=\"p3\"><b>El ejemplo de la etiqueta ecol\u00f3gica<\/b><\/p>\n<p class=\"p3\">El \u00e9xito de la etiqueta de alimentos ecol\u00f3gicos es un buen indicador de la diferencia entre un producto gen\u00e9rico y un producto de marca. Nuestra familia compra siempre verduras ecol\u00f3gicas en la tienda. Los directivos se han dado cuenta de que no somos los \u00fanicos, as\u00ed que han empezado a utilizar una etiqueta ecol\u00f3gica en toda la tienda, en productos que de otro modo no se tendr\u00edan en cuenta para el etiquetado ecol\u00f3gico. Esa marca es m\u00e1gica para la tienda porque ofrece mayores m\u00e1rgenes. Muchos de estos productos de marca ecol\u00f3gica son manufacturados y procesados, pero la etiqueta sigue extendi\u00e9ndose con \u00e9xito en su categor\u00eda, incluso para las pop-tarts, que son claramente alimentos altamente procesados, y no constituir\u00edan una opci\u00f3n saludable. Sin embargo, la etiqueta se mantiene, y los consumidores de alimentos ecol\u00f3gicos se inclinan invariablemente por esos productos precisamente porque ampl\u00edan el alcance de la marca a otras categor\u00edas de productos, alineando as\u00ed la compra con el mantra ecol\u00f3gico.<\/p>\n<p class=\"p3\">Este tipo concreto de marca es m\u00e1s un paseo por la cola que una marca individual real, pero act\u00faa como una marca, en el sentido de que la categor\u00eda de etiquetas org\u00e1nicas, en la cima de su poder, eclipsa casi por completo la marca espec\u00edfica de la empresa. Este diferenciador temporal de marca se explota intensamente y seguir\u00e1 haci\u00e9ndolo hasta que la categor\u00eda se generalice por completo.<\/p>\n<p class=\"p3\">La confianza inherente a la etiqueta ecol\u00f3gica acabar\u00e1 por desvanecerse, alimentada por los inevitables abusos de la industria, las historias de terror sobre etiquetado incorrecto, controles de calidad deficientes y, sobre todo, marcas inmerecidas debidas a inspecciones deficientes o a la extralimitaci\u00f3n de los criterios de certificaci\u00f3n ecol\u00f3gica. Entonces, cada producto necesitar\u00e1 su propia fuerza de marketing para preservar o, muy probablemente, restablecer la confianza del consumidor para triunfar por sus propios m\u00e9ritos, su propia marca individual, que sufrir\u00e1 el lustre perdido de la da\u00f1ada marca ecol\u00f3gica.<\/p>\n<p class=\"p3\"><a href=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smpies2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1631 alignleft\" src=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smpies2.png\" alt=\"\" width=\"416\" height=\"523\" srcset=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smpies2.png 416w, https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smpies2-239x300.png 239w\" sizes=\"(max-width: 416px) 100vw, 416px\" \/><\/a><\/p>\n<p class=\"p3\">Aqu\u00ed es donde los medios sociales tienen una ventaja de marketing muy claramente definida, en la que la marca puede reforzar instant\u00e1nea y constantemente su merecida etiqueta org\u00e1nica, contrarrestar cualquier negatividad de sus competidores poco sinceros y afianzar su posici\u00f3n de confianza con sus clientes. Aqu\u00ed es donde el marketing y las relaciones p\u00fablicas entran en juego y salvan o incluso aumentan el brillo de las marcas, aumentando a\u00fan m\u00e1s el valor de la marca.<\/p>\n<p class=\"p3\">Ahora volvamos a la tienda, despu\u00e9s de que el esc\u00e1ndalo haya diezmado la marca, y la confusi\u00f3n tambi\u00e9n se haya disipado: la marca que haya aprovechado con \u00e9xito los medios sociales para defender su confianza saldr\u00e1 claramente ganando y seguir\u00e1 benefici\u00e1ndose del v\u00ednculo emocional que su confianza reforzada ha consolidado a trav\u00e9s de la turbiedad de la categor\u00eda. Vender en lugar de construir la marca habr\u00eda provocado la reacci\u00f3n contraria del mercado, ya que los observadores de las redes sociales habr\u00edan visto el esfuerzo de venta como una jugada de liquidaci\u00f3n de existencias en lugar de un aut\u00e9ntico esfuerzo de transparencia.<\/p>\n<p class=\"p4\"><a href=\"https:\/\/workingarts.com\/social-media-training\/\">Haga clic aqu\u00ed para potenciar su negocio con las redes sociales.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Sales Leads, Branding, and Social Media Originally published in July 2013 What is a sales lead?\u00a0The answer depends on your perspective: a marketing qualified lead is NOT a sales ready lead, or even a sales qualified lead. Unfortunately, many CEOs and Sales Managers often see marketing as an organization (a cost center) designed to deliver [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1630,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[113,38,37,110,32],"tags":[26,27,28,29],"class_list":["post-1634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-branding","category-sales","category-services","category-social-media","tag-marketing","tag-marketing-automation","tag-social-media","tag-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sales Leads, Branding, and Social Media - Workingarts Marketing, Inc.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/workingarts.com\/es\/sales-leads-branding-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sales Leads, Branding, and Social Media - Workingarts Marketing, Inc.\" \/>\n<meta property=\"og:description\" content=\"Sales Leads, Branding, and Social Media Originally published in July 2013 What is a sales lead?\u00a0The answer depends on your perspective: a marketing qualified lead is NOT a sales ready lead, or even a sales qualified lead. Unfortunately, many CEOs and Sales Managers often see marketing as an organization (a cost center) designed to deliver [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/workingarts.com\/es\/sales-leads-branding-social-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Workingarts Marketing, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Workingarts\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-03T00:47:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-12T20:38:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/workingarts.com\/wp-content\/uploads\/2017\/01\/smleadconvert.png\" \/>\n\t<meta property=\"og:image:width\" content=\"661\" \/>\n\t<meta property=\"og:image:height\" content=\"603\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Fredo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@working_arts\" \/>\n<meta name=\"twitter:site\" content=\"@working_arts\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fredo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/workingarts.com\\\/sales-leads-branding-social-media\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/workingarts.com\\\/sales-leads-branding-social-media\\\/\"},\"author\":{\"name\":\"Fredo\",\"@id\":\"https:\\\/\\\/workingarts.com\\\/#\\\/schema\\\/person\\\/3980946060c00535084557c7b77164a7\"},\"headline\":\"Sales Leads, Branding, and Social Media\",\"datePublished\":\"2017-01-03T00:47:26+00:00\",\"dateModified\":\"2025-05-12T20:38:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/workingarts.com\\\/sales-leads-branding-social-media\\\/\"},\"wordCount\":1036,\"publisher\":{\"@id\":\"https:\\\/\\\/workingarts.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/workingarts.com\\\/sales-leads-branding-social-media\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/workingarts.com\\\/wp-content\\\/uploads\\\/2017\\\/01\\\/smleadconvert.png\",\"keywords\":[\"marketing\",\"marketing automation\",\"social media\",\"technology\"],\"articleSection\":[\"article\",\"Branding\",\"Sales\",\"Services\",\"Social Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/workingarts.com\\\/sales-leads-branding-social-media\\\/\",\"url\":\"https:\\\/\\\/workingarts.com\\\/sales-leads-branding-social-media\\\/\",\"name\":\"Sales Leads, Branding, and Social Media - 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