En días pasados tuve la oportunidad de participar como invitado en una rueda de negocios donde se trataban temas acerca de la productividad de las pequeñas y medianas empresas. Al terminar el evento, varias personas se me acercaron a conversar acerca de cómo lograr que la inversión en comunicación no sea un gasto y que esté al servicio del negocio.
Si bien la respuesta no es tan fácil, creo que hay mucho que revisar en la manera como las empresas y personas que se inician en estos menesteres encaran la manera de conversar con sus audiencias de interés y más específicamente con sus clientes y consumidores.
En mi visión la clave está en el pragmatismo. La reflexión que debemos tener es: ¿La conversación que desarrollamos con nuestras audiencias es relevante para ellos?
En general, cuando hago esta pregunta a las personas que se me acercan, me terminan diciendo que tienen un amigo que es buenísimo en manejo de redes o diseño de página web y que le hicieron una página espectacular muy barata, pero creen que no atraen clientes.
En mis años de experiencia he aprendido que no solo basta saber colocar mensajes en las redes y saber diseñar las páginas, eso hoy lo hace cualquiera. Las comunicaciones de tu empresa no pueden ser dejadas al azar. Si en la empresa tienes un plan de negocios, si tienes una estrategia de venta, de abastecimiento y posiblemente hasta un plan financiero y de gestión del talento. ¿Por qué la comunicación la dejas a la deriva o al azar?
La respuesta es muy simple, muchas veces estamos tan metidos en la vorágine del día a día de nuestro negocio que no nos detenemos a pensar qué es lo relevante para nuestros clientes. ¿Cuál es el valor agregado que le damos con nuestro producto o servicio?. El beneficio para que compre lo que le ofrecemos. A veces también sucede que creemos que sabemos de comunicación pero en verdad no tenemos conocimientos para algo tan clave para tu negocio.
¿Cuál es la fórmula?
Por eso, si bien el consejo luce muy simple, no lo es: debemos planificar nuestras conversaciones con las audiencias, tengamos esos mensajes que sean relevantes y comencemos a conectar con ellas.
Por ejemplo, no basta hacer publicaciones en las redes en cantidad, se trata lograr que el público interactúe con tus publicaciones y que las considere interesantes; o si decides salir en los medios de comunicación, hay que ofrecer información de valor, enfocada en el beneficio funcional y emocional de tus productos o servicios. Cuando cambias el pensamiento y comunicas de esta manera, definitivamente la comunicación deja de ser un gasto y se convierte en algo valioso para tu empresa.
Conversaciones provocadas, rápidas e inmediatas
Es fundamental comunicar rápida y asertivamente, manejar las emociones negativas de los consumidores e inspirar empatía y sentido de oportunidad para lograr que tus audiencias se conecten, se alineen y muy especialmente que se comprometan con lo que estás ofreciendo, con tu propósito. Esa es la manera de abrir posibilidades.
Esto se hace a través de conversaciones provocadas (generadas por nosotros), de forma rápida (porque el mundo de hoy exige inmediatez) y simultánea (porque debe llegar a esas audiencias que tanto interesan al mismo tiempo).
Mi recomendación es muy simple. Puedes tener tu administrador de redes sociales y diseñador web que son tus amigos y que te salen a buen precio, pero debes contar con la asesoría de un experto que sepa la gestión de los mensajes y de la comunicación. Sólo así lograrás conversaciones relevantes que te darán rentabilidad en tu negocio.
Ramón Chávez ayuda a las empresas a ser rentables a través del uso eficiente de las herramientas de comunicación.
Con amplia experiencia colaborando con empresas de diversos tamaños a lograr competitividad en entornos de incertidumbre, Ramón tiene programas comunicacionales adaptados a las necesidades de todo tipo de negocios.
Ha formado a más de 1000 personas en manejo de comunicaciones empresariales y ha dictado seminarios presenciales y on line para 17 países de América Latina.
Para más información visita nuestro sitio web: www.conversacionestrascendentales.com o puedes contactarnos por Whatsapp +54-911-6530-8204 y hacer una consulta gratis acerca de los asuntos comunicacionales de tu empresa.
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