Vaya clase de reto se le pone por delante a las pequeñas y medianas empresas, así como a esos emprendimientos que quieren lograr rentabilidad al pensar en herramientas de comunicación.
Primero tener claro que usar eficientemente las herramientas de comunicación es fundamental para el éxito, y una vez que internalizan eso, les viene el otro gran tema: Marketing de contenidos. Relaciones Públicas o relaciones con los medios, publicar en un blog, publicidad, manejo de redes sociales, e-mail marketing y pare usted de contar.
Es normal que cualquier empresa se sienta abrumada cuando se trata de descubrir cómo usar eficientemente el mercadeo y las comunicaciones. Sin embargo, es algo que debes hacer.
La realidad es que, como propietario de una pequeña y mediana empresa o emprendimiento, el tiempo y el dinero son limitados para accionar tácticas que funcionen de manera pragmática para conectar con los clientes.
Si bien las tácticas anteriores pueden ser altamente efectivas, debes saber elegir las más correctas y adecuadas para tu audiencia. Enfocadas en tus objetivos comerciales, debe saber llegar a tus clientes y no solo verse bien para el resto del mundo.
Pensando en esto, te quiero dejar algunas recomendaciones para que comiences a pensar en tus acciones de forma práctica:
Conoce a tu cliente como a tu hermano o hijo
No se puede negar el poder de las redes sociales o el marketing por correo electrónico, pero todas las publicaciones y correos electrónicos en el mundo no importarán si tus clientes no usan esas redes o leen tus correos electrónicos. Debes comenzar por comprender dónde buscan y consumen tus clientes ideales. A partir de allí, comenzarás a conectar desde lo emocional.
Además, puede pasar que tus clientes no estén en Facebook o leyendo blogs, pueden leer el periódico local o ser un ávido lector de revistas comerciales en su mercado. Ahí es donde entran las relaciones con los medios.
Las relaciones con los medios tradicionales pueden actuar como un poderoso complemento del mercadeo que ya estás haciendo, ayudándote a encontrar nuevos clientes de una manera asequible. Al trabajar con los medios de comunicación y hacer que compartan su historia, puede aumentar su credibilidad y llegar a un público más amplio.
Medios relevantes para tu audiencia
El mejor lugar para comenzar con las relaciones con los medios es investigar cuidadosamente los medios relevantes. Si tu empresa tiene una fuerte presencia local, es posible que desees ver las estaciones de TV y el periódico locales como un lugar para comenzar. Quizás estás en un mercado donde todos tus clientes leen revistas comerciales específicas. Hable con sus clientes y comprenda qué medios consumen. Hay ocasiones en que las publicaciones de una comunidad son las mejores para publicar tus historias.
También puedes consultar dónde se muestran tus competidores y hacer búsquedas en Google para revelar publicaciones que puedan ser adecuadas para su audiencia.
Conectando con historias
Y con esa breve lista de medios de comunicación, desea profundizar e investigar más, incluyendo:
- ¿Qué tipo de historias cubren?
- ¿Qué expertos de la industria contribuyen con historias?
- ¿Qué tendencias o temas no han cubierto?
- ¿Quiénes son los mejores contactos?
Después de que hayas realizado esta investigación, comprenderás bien qué tipo de historias busca cada medio de distribución y cómo podría acercarse a ellas. Para un programa matutino de televisión local o un periódico de negocios, es posible que desee ofrecer hablar sobre una tendencia o tema. Para una publicación comercial, puede estar interesado en ser una fuente para un próximo artículo o en escribir un artículo en profundidad.
La clave es contar historias útiles de forma ingeniosa, de valor y recordar que su noticia es solo uno de las muchas que reciben cada día. Por eso hay que pensar en la definición de una noticia, en ese listado clave de temas que pueden ser relevantes para la audiencia.
No todo lo que brilla es oro
Recuerda que no todas las historias pueden resultar relevantes para un medio, pero siempre hay formas de contarlas para que sean atractivas. Cuando era profesor de periodismo siempre le decía a mis alumnos que no es noticia que un perro muerda a un hombre, pero que un hombre muerda a un perro es una gran historia. Por eso hay que buscar el ángulo y la oportunidad adecuada.
Las relaciones con los medios de comunicación son una forma eficaz de aumentar su alcance como pequeña o mediana empresa o hasta para emprendimientos mediante una estrategia probada y muy asequible.
Si deseas aprender más acerca de cómo salir en prensa, te invito a que participes en mi seminario en línea gratuito TU NEGOCIO EN PRENSA y saldrás con recomendaciones y tips que podrás aplicar en el día a día para tu negocio.
Ramón Chávez ayuda a las empresas a alcanzar la rentabilidad a través del uso eficiente de las herramientas de comunicación.
Con más de 30 años de experiencia colaborando con empresas de diversos tamaños a lograr competitividad en entornos de incertidumbre, Ramón tiene programas adaptados a las necesidades de todo tipo de negocios.
Ha formado a más de 1000 personas en manejo de comunicaciones empresariales con seminarios presenciales y on line en 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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