Con las 3Vs se hace marketing. Es una respuesta bastante simple, pero que tiene sus complejidades para ser entendida y explicadas a las marcas que buscan una respuesta ante un contexto en el que las agencias de marketing digital no están dando respuestas ideales.

La forma de hacer marketing ha cambiado radicalmente frente a la forma de hacerlo hace 7 años atrás. Es tan lógico como ver que a pesar de que las redes cambiaron, nacieron y murieron, la oferta por parte de los expertos de marketing y agencias es lo mismo.

Dejemos atrás el proponer el caso de los 3, 5 o 7 posteos por semana frente a un contexto que nos da números muy claros como que cada persona recibe 5.000 impactos publicitarios por día y que solo recuerda 18 en promedio. ¿Es lógico que una marca con 3, 5 o 7 posteos a la semana pueda destacar dentro de ese ruido?

Un contexto sin marketing acorde

Las agencias de marketing digital ofrecen planes de hace 7 años. Cantidad X de posteos semanales en X redes sociales con un monto X de pauta. Eso era bueno y servía hace más o menos 7 años atrás donde las marcas solo buscaban presencia y no existían herramientas tan efectivas para vender de forma directa por redes sociales.

La cantidad de marcas que se sumaban a lo digital hace 7 años no era la misma que hoy. Basta ver cómo un rubro como la cerveza artesanal tenía dos o tres marcas con fuerte presencia en redes hace 7 años y hoy existen más de 10 solo en Paraguay. Las marcas hoy arrancan con redes, con lo digital, para después ver como continuar.

Es fácil crear redes, incluso se invierte más en la creación de una marca que en la estrategia en digital. Esa facilidad aumenta la cantidad de ruido en cualquier rubro. Destacar con un plan de agencia (3 posteos por semana) se complica y a esto sumemos que los algoritmos no son tan amigables con lo orgánico, estamos ante una situación donde crecer significa inversión.

Es casi imposible que una marca local de hamburguesas compita con la billetera de McDonald’s o Burger King

Milciades Balbuena

Por otro lado, la inversión en digital de grandes marcas va en aumento. Durante la pandemia esto no se frenó como es el caso de lo tradicional. Tanto Google como Facebook, los dos jugadores más grandes de la publicidad en digital tienen como método de cobro la subasta, o sea, quien pone más dinero va primero.

La inversión en pauta digital en Estados Unidos va en aumento y es una tendencia mundial. El método subasta no perdona, eso significa que las marcas cada vez más van a volcar sus presupuestos de marketing a comprar espacios en digital y es casi imposible que una marca local de hamburguesas compita con la billetera de McDonald’s o Burger King.

Es por eso que el contexto actual con el ruido y la billetera de las grandes marcas puede que sepulte a las pequeñas marcas si no se enfocan en crear contenido de calidad y creativo en cantidades. De las marcas actuales debe chorrear contenido de calidad en cantidades industriales.

¿Pero cómo hacen las marcas chicas para sobrevivir a este contexto? La solución está en hacer marca o branding con contenido de calidad o sea Branding de Contenido.

Branding de Contenido o muerte

Empezar a hacer contenido en cantidad y calidad es clave para saltar el ruido con marca, no solo por un hit. Empezar a generar de 10 a 30 piezas de contenido por día para un público bien definido, con una estrategia anclada a un sistema efectivo es la clave para crear marca.

Hacer buen Branding de Contenido es poder generar calidad y cantidad, cosa que una agencia tradicional de marketing digital con sus planes no te puede dar. En este caso es ideal que el contenido salga de casa bajo la ley de oro que dicta: nadie va a comunicar tu marca mejor que vos.

Es mucho más barato para una marca pequeña formar un equipo de comunicación o ser le propio dueño quien cree los 10 a 30 contenidos bajo la tutela de un asesor, antes que contratar un agencia que solo le ofrezca 3, 5 o 7 posteos semanales, lo que significa una presencia tibia en redes.

El Branding de Contenido tiene que contar con una equipo exclusivo por marca, bajo la supervisión de un director o asesor que entienda de la estrategia ideal para la marca. Es estrategia tiene que estar ligada a un sistema, uno que agrupe etapas y fases claras, como es el caso de las 3 Vs.

Sistema de las 3 Vs

No hay mucho misterio con las 3 Vs, es un sistema de marketing sencillo que engloba teorías del embudo clásico de marketing digital y ventas, el círculo de Hubspot, entre otras teorías como el marketing del permiso, etc. Un convenio de varias que se resumen en: Viral-Valor-Vender.

Lo Viral es el clásico alcance, el Valor es el momento de fidelizar y donde vender es ofrecer una solución. Así de simple es contar con un sistema que apoya la creación de 10 a 30 contenidos que responda a objetivos de las 3 Vs y por sobre todo hacer Branding de Contenido.

Este sistema donde al final de cada semana se cuenta con 70 o 210 impactos de marca, a diferencia de la oferta actual de 3, 5 o 7 impactos semanales, en el mejor de los casos 14, lo que se puede hacer es ver donde colocar nuestro presupuesto en pauta y hacer explotar con datos atrás ese contenido que orgánicamente ya destaca.

¿Qué es hace marketing en este contexto?

Es hacer Branding de Contenido con base en el sistema de las 3Vs con una agencia o equipo en casa capaz de hacer de 10 a 30 contenidos al día y con la supervisión de gerente o asesor de marketing.

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