{"id":8378,"date":"2024-04-09T14:37:16","date_gmt":"2024-04-09T14:37:16","guid":{"rendered":"https:\/\/phcsoftware.com\/es\/artigo\/como-crear-estrategia-ventas-exito-e-commerce\/"},"modified":"2025-07-28T11:18:01","modified_gmt":"2025-07-28T11:18:01","slug":"como-crear-estrategia-ventas-exito-e-commerce","status":"publish","type":"artigo","link":"https:\/\/phcsoftware.com\/es\/artigo\/como-crear-estrategia-ventas-exito-e-commerce\/","title":{"rendered":"C\u00f3mo crear una estrategia de ventas de \u00e9xito (Parte I): potencia el e-commerce"},"content":{"rendered":"[vc_row type=\u00bbin_container\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb equal_height=\u00bbyes\u00bb content_placement=\u00bbmiddle\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb bg_image=\u00bbhttps:\/\/phcsoftware.com\/pt\/wp-content\/uploads\/sites\/3\/2024\/03\/clientes_vendas.jpg\u00bb bg_position=\u00bbleft top\u00bb background_image_loading=\u00bbdefault\u00bb bg_repeat=\u00bbno-repeat\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb7%\u00bb constrain_group_1=\u00bbyes\u00bb bottom_padding=\u00bb7%\u00bb left_padding_desktop=\u00bb5%\u00bb constrain_group_2=\u00bbyes\u00bb right_padding_desktop=\u00bb5%\u00bb right_margin=\u00bb0&#8243; 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width=\u00bb2\/3&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb][vc_column_text]Artigo[\/vc_column_text][vc_column_text]\n<h2>C\u00f3mo crear una estrategia de ventas de \u00e9xito (Parte I): potencia el e-commerce<\/h2>\n[\/vc_column_text][\/vc_column][vc_column column_padding=\u00bbpadding-10-percent\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bbleft\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/3&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb][\/vc_column][\/vc_row][vc_row type=\u00bbin_container\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb3%\u00bb left_padding_desktop=\u00bb5%\u00bb constrain_group_2=\u00bbyes\u00bb right_padding_desktop=\u00bb5%\u00bb left_padding_tablet=\u00bb0%\u00bb constrain_group_4=\u00bbyes\u00bb right_padding_tablet=\u00bb0%\u00bb left_padding_phone=\u00bb0%\u00bb constrain_group_6=\u00bbyes\u00bb right_padding_phone=\u00bb0%\u00bb text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb gradient_type=\u00bbdefault\u00bb shape_type=\u00bb\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb2\/3&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb class=\u00bblinhaTempoLeitura\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbhorizontal\u00bb column_element_alignment=\u00bbcenter\u00bb column_element_spacing=\u00bb50px\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb overflow=\u00bbvisible\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb][vc_column_text]27 de Octubre 2023[\/vc_column_text][vc_column_text]Tiempo de lectura: 5min[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][divider line_type=\u00bbNo Line\u00bb custom_height=\u00bb25px\u00bb][vc_column_text]El cliente es m\u00e1s demandante que nunca. As\u00ed lo indica la empresa PayPal en su m\u00e1s reciente informe de octubre de 2022.\u00a0 De acuerdo al estudio, el 28% de los comercios espa\u00f1oles est\u00e1 buscando vender a trav\u00e9s de plataformas online. Adem\u00e1s, la encuesta indica que quienes venden online tambi\u00e9n lo hacen a trav\u00e9s de las redes sociales.<\/p>\n<p>La digitalizaci\u00f3n es el presente y futuro de la econom\u00eda, en todas sus escalas, y como consecuencia tenemos la evoluci\u00f3n de la vida cotidiana.\u00a0 Tal y como explica el estudio\u00a0<a style=\"font-size: clamp(1rem, 1.1vw, 1.1rem); background-color: #ffffff;\" href=\"https:\/\/www2.deloitte.com\/es\/es\/pages\/operations\/articles\/nuevo-consumidor-despues-del-covid-19.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cConsumidor a\u00f1o I d.C\u201d,<\/a>\u00a0de la consultora Deloitte, la pandemia provoc\u00f3 cambios estructurales en la forma de comprar de las personas; considerando el aumento del consumo por canales digitales, la implementaci\u00f3n del Omnichannel como el \u201cnuevo normal\u201d, la tasa de\u00a0 esfuerzo durante el proceso de compra e incluso el impulso de modelos de negocios flexibles conocidos como\u00a0<em style=\"font-size: clamp(1rem, 1.1vw, 1.1rem);\">pay per use<\/em>, son algunas de las tendencias que han llegado para quedarse.<\/p>\n<p>SI bien el contacto \u00ab<em>face to face\u00bb\u00a0<\/em>se ha ido recuperando con el paso de los d\u00edas, hay tendencias obligadas por la pandemia que se han convertido en un h\u00e1bito y la compra online es una de ellas.<\/p>\n<p>En el \u00e1mbito de las ventas, \u00abel panorama que va a definir el entorno del post Covid-19 est\u00e1 dominado por la incertidumbre, una posible\u00a0 recesi\u00f3n econ\u00f3mica, el panorama pol\u00edtico nacional e internacional, o la propia viabilidad de empresas y\/o modelos de negocio\u00bb, explica\u00a0<a href=\"https:\/\/www.tendencias.kpmg.es\/2020\/04\/covid-19-ventas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alfonso Junguitu, Socio de Deal Advisory y responsable de Turnaround de KPMG<\/a>, sobre el terreno que est\u00e1 dispuesto hoy para los empresarios, a distintas escalas.<\/p>\n<h1><b>C\u00f3mo vender m\u00e1s a trav\u00e9s del Marketing Digital<\/b><\/h1>\n<p>Para iniciar cualquier plan de marketing de cara a la recuperaci\u00f3n en 2023, es fundamental construir la\u00a0<em style=\"font-size: clamp(1rem, 1.1vw, 1.1rem);\">customer journey<\/em>. Identificar los puntos de contacto, sus objetivos e importancia aportar\u00e1 gran valor a cualquier estrategia de ventas.<\/p>\n<ul>\n<li><strong>Personas o p\u00fablicos target:<\/strong>\u00a0debemos conocer nuestro p\u00fablico, qu\u00e9 los motiva, qu\u00e9 les preocupa, cu\u00e1les son sus expectativas, si tienen poder de decisi\u00f3n.<\/li>\n<li><strong>Proceso de compra:\u00a0<\/strong>Es importante entender en qu\u00e9 fase se encuentra el usuario, etapa inicial de contacto con la marca o de decisi\u00f3n de compra.<\/li>\n<li><strong>Canales de contacto:<\/strong>\u00a0debemos entender el prop\u00f3sito de contacto y qu\u00e9 p\u00fablico lo utiliza.<\/li>\n<\/ul>\n<p>En la identificaci\u00f3n de estos tres puntos recae la importancia de la decisi\u00f3n de compra y, en consecuencia, la informaci\u00f3n que debemos transmitir para que se convierta en un negocio. Si queremos que la estrategia de marketing digital sea exitosa ser\u00e1 necesario conocer las cinco fases por las que pasa el usuario antes de volverse cliente:<\/p>\n<h4><strong>#1 FASE DE DESCUBRIMIENTO<\/strong><\/h4>\n<p>El objetivo es hacer un correcto plan de contenidos y materiales que posicionen debidamente nuestra marca y que d\u00e9 a conocer la propuesta de valor en nuestros medios digital.<\/p>\n<ul>\n<li>Visibilidad de la marca.<\/li>\n<li>Tendencias de b\u00fasqueda. B\u00e1sicamente, saber lo que le interesa.<\/li>\n<li>Palabras clave o\u00a0<em>keywords<\/em>\u00a0para conocer c\u00f3mo procura la informaci\u00f3n.<\/li>\n<\/ul>\n<h4><strong>#2 FASE DE VISITA<\/strong><\/h4>\n<p>Se pretende despertar el inter\u00e9s en alg\u00fan tema en espec\u00edfico relacionado con la marca para que al final del embudo de venta se transforme en una oportunidad de negocios. Es primordial desarrollar y optimizar los canales teniendo en cuenta los contenidos ya desarrollados en la primera etapa.<\/p>\n<ul>\n<li><strong>Redes sociales:<\/strong>\u00a0tener perfiles completos, presencia asidua, promover la interacci\u00f3n de la p\u00e1gina y grupos.<\/li>\n<li><strong>Website user-friendly<\/strong>: con alta velocidad, im\u00e1genes optimizadas de poco peso y tener en cuenta las\u00a0<em>keywords<\/em>\u00a0de posicionamiento.<\/li>\n<li><strong>Blog:<\/strong>\u00a0utilizar categor\u00edas para mejorar la organizaci\u00f3n, usar\u00a0<em>keywords<\/em>\u00a0asociadas en t\u00edtulos y art\u00edculos y crear un campo de subscripci\u00f3n de<em>\u00a0newsletter<\/em>\u00a0para generar leads.<\/li>\n<li><strong>E-books:<\/strong>\u00a0sirven para despertar inter\u00e9s de potenciales clientes y permite reclutar sin la necesidad de una inversi\u00f3n.<\/li>\n<\/ul>\n<h4><strong>#3 FASE DE LEADS<\/strong><\/h4>\n<p>El objetivo en esta etapa es atraer usuarios a trav\u00e9s de estrategias org\u00e1nicas o pagas que evolucionen a la siguiente fase de conversi\u00f3n. En este punto el usuario identifica que tiene una necesidad y en consecuencia hace una b\u00fasqueda m\u00e1s profunda.\u00a0 \u00bfLa clave? \u00a0Resolver sus necesidades a trav\u00e9s de diferentes canales:<\/p>\n<ul>\n<li><strong>Landing pages<\/strong>: son p\u00e1ginas de conversi\u00f3n que buscan reclutar contactos. Deben tener contenidos claros, botones que promuevan la acci\u00f3n (<em>call to actio<\/em>n) para generar clics. No debe tener puntos de fuga y el foco debe estar canalizado al formulario.<\/li>\n<li><strong>Publicidad paga:<\/strong>\u00a0podemos echar mano en esta fase a este tipo de plataformas que permiten generar resultados de una forma m\u00e1s r\u00e1pida. La estrategia CPC (Costo por Clic) debe direccionar al usuario a la p\u00e1gina de conversi\u00f3n.<\/li>\n<li><strong>Email marketing<\/strong>: no requiere de tanta inversi\u00f3n y es un buen elemento para utilizar en estrategias de conversi\u00f3n o de acompa\u00f1amiento de leads. Es necesario tener una base de datos robusta, botones\u00a0<em>call to action<\/em>\u00a0y prestar atenci\u00f3n especial a la informaci\u00f3n que se transmite en el asunto del email.<\/li>\n<\/ul>\n<h4><strong>#4 FASE DE CONVERSI\u00d3N<\/strong><\/h4>\n<p>Es aqu\u00ed donde aplicamos las \u00faltimas estrategias para que el usuario cumpla la acci\u00f3n que queremos, que pida contactarlo o solicite m\u00e1s informaci\u00f3n sobre determinado producto. Algunos recursos que podemos poner en pr\u00e1ctica en esta etapa:<\/p>\n<ul>\n<li><strong>Promociones:<\/strong>\u00a0un incentivo comercial es siempre un factor determinante que aumente los leads por crear el sentido de urgencia y acelerar el proceso de conversi\u00f3n.<\/li>\n<li><strong>Anuncios de b\u00fasqueda (Search Ads):<\/strong>\u00a0para una buena gesti\u00f3n de anuncios debemos centrarnos en las\u00a0<em>keywords<\/em>, audiencias, extensiones de los anuncios y el contenido.<\/li>\n<li><strong>Anuncios display:<\/strong>\u00a0aumentan la visibilidad de la marca, podemos publicitar banners que pueden aparecer en sites, blogs o peri\u00f3dicos digitales u otras p\u00e1ginas web que est\u00e9n relacionadas con productos asociados a la marca. Tambi\u00e9n, incluir videos en Youtube o hacer remarketing.<\/li>\n<li><strong>Email marketing:<\/strong>\u00a0puede ser utilizado en esta fase nuevamente. No olvidar: las im\u00e1genes deben ser atractivas y evitar los puntos de fuga.<\/li>\n<\/ul>\n<h4><strong>#5 FASE DE ENGAGE<\/strong><\/h4>\n<p>Es el punto donde el lead se convierte en potencial cliente lo que se traduce en negocio. A estas alturas reconoce el producto y considera su valor para satisfacer sus necesidades. Recomendaci\u00f3n: demostrarle que somos especialistas y despejar sus dudas.<\/p>\n<ul>\n<li><strong>Casos de \u00e9xito:<\/strong>\u00a0compartir las experiencias de otros clientes es una excelente estrategia para dar credibilidad a la marca.<\/li>\n<li><strong>Descriptivos de productos:<\/strong>\u00a0pueden ser cr\u00edticos en la concretizaci\u00f3n de un negocio. En estos documentos se compilan pormenores para esclarecer dudas.<\/li>\n<li><strong>Demostraci\u00f3n:<\/strong>\u00a0es el momento de m\u00e1s profundo nivel de relaci\u00f3n con el cliente, en este punto todas las dudas sobre productos y precios deben quedar esclarecidas. Adem\u00e1s, es buena oportunidad para ampliar la cartera de productos ofrecidos.<\/li>\n<\/ul>\n<p>Una vez identificadas las fases y recursos es importante pensar la forma como podemos optimizar el negocio online para proporcionar una mejor experiencia, aumentar la productividad y reducir costes y errores.<\/p>\n<p>La integraci\u00f3n de la tienda online con un software de gesti\u00f3n sin duda alguna es una excelente herramienta para alcanzar los objetivos de venta en momentos en los que el comercio online ha alcanzado niveles hist\u00f3ricos y representa una opci\u00f3n para continuar a comercializar bienes y servicios en un contexto de incertidumbre.<\/p>\n[\/vc_column_text][\/vc_column][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb 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