beon. Worldwide

Cómo adecuar el lenguaje al soporte en estrategias combinadas

17 de diciembre de 2018
Cómo adecuar el lenguaje al soporte en estrategias de comunicacion combinadas

En un momento en el que los consumidores tienen más criterio que nunca, las marcas necesitan una estrategia de comunicación unificada, dirigida, y coherente, en todos sus mensajes y canales.

Además de segmentar los targets, debemos estudiar con detenimiento los soportes donde vamos a estar presentes y tenemos que asegurarnos de que, diciendo lo mismo, hablamos el lenguaje del soporte en el que vamos a comunicar.

Esta adecuación del mensaje al canal es crítica en las redes sociales, ya que son junto con la web, el lugar donde nuestro público consulta y decide sobre nuestra marca y nuestro producto. Por eso, una buena estrategia de redes sociales es fundamental para conseguir reforzar la estrategia en punto de venta. En primer lugar para darnos a conocer y generar tráfico a tienda, y segundo lugar para reforzar nuestro posicionamiento y alcanzar nuevos targets.

Las redes sociales nos permiten generar acciones que comiencen online y acaben en la tienda, nos proporcionan la posibilidad de crear concursos que empiecen en el punto de venta y se viralicen en las redes sociales, y, en definitiva, amplifican la difusión de nuestra marca de manera exponencial. Pero para hacer un correcto uso de las estrategias combinadas en el punto de venta y las redes sociales debemos tener claros los objetivos a comunicar y la naturaleza de nuestros mensajes. Cambiar radicalmente el tono de la marca, no respetar la línea creativa, o saturar con nuestras publicaciones, es contraproducente y puede pasarnos factura a corto y largo plazo.

Por eso, para sacar el máximo provecho de las redes sociales y utilizarlas para generar ventas en tienda física, debemos elaborar una estrategia global que se aterrice en todos los canales, y diseñar un plan de contenidos preciso que concuerde con los valores de nuestra marca.

Marta Rodrigo, consultora de comunicación en beon. Communication

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