{"id":3895,"date":"2023-04-11T08:00:50","date_gmt":"2023-04-11T06:00:50","guid":{"rendered":"https:\/\/kawaruconsulting.com\/?p=3895"},"modified":"2023-04-11T08:00:50","modified_gmt":"2023-04-11T06:00:50","slug":"email-marqueting-vs-xarxes-socials-com-guanya","status":"publish","type":"post","link":"https:\/\/kawaruconsulting.com\/ca\/email-marketing-vs-redes-sociales-cual-gana\/","title":{"rendered":"Email m\u00e0rqueting vs. Xarxes Socials\u2026 Quina guanya?"},"content":{"rendered":"

Email m\u00e0rqueting vs. Xarxes Socials, Quina guanya? La veritat \u00e9s que s\u00f3n dos canals que persegueixen objectius diferents: el Social Media Marketing augmenta el teu abast per arribar a m\u00e9s persones, mentre que l'email m\u00e0rqueting \u00e9s el canal idoni per retenir aquesta audi\u00e8ncia i tancar vendes. Per tant, m\u00e9s que triar entre un canal o un altre, el millor \u00e9s saber-los combinar efica\u00e7ment.<\/span><\/span>\u00a0<\/span><\/p>\n

1. Feed<\/span> vs Safata d'entrada<\/span><\/span><\/strong><\/p>\n

Per aconseguir els nostres objectius de conversi\u00f3, el primer \u00e9s sortir al <\/span>feed<\/span><\/i> dels nostres seguidors i arribar a la safata dentrada dels nostres subscriptors. Per aix\u00f2 haurem de tenir en ment:\u00a0<\/span>\u00a0<\/span><\/p>\n

A les xarxes socials:<\/span><\/b> algorismes, hashtags rellevants del nostre sector, hores punta d\u00fas i publicar contingut que truqui a compartir-se oa interactuar.<\/span>\u00a0<\/span><\/p>\n

En campanyes de correu electr\u00f2nic:<\/span><\/b> tenir cura del lliurament per no activar cap filtre antispam.<\/span>\u00a0<\/span><\/p>\n

2. Embut de conversi\u00f3<\/strong><\/p>\n

Les xarxes socials serveixen per ampliar l'abast de la teva marca, mentre que l'email m\u00e0rqueting \u00e9s el canal adequat per retenir i fidelitzar clients. Aix\u00f2 haur\u00e0 de marcar els teus objectius i adaptar el contingut que comparteixes conseq\u00fcentment.<\/span>\u00a0<\/span><\/p>\n

Aquest contingut s'ha d'adaptar a la fase de l'embut o <\/span>funnel<\/span><\/i> de conversi\u00f3 en qu\u00e8 es trobi el teu p\u00fablic, perqu\u00e8 rebi el contingut que necessita en el moment prec\u00eds. Per les seves caracter\u00edstiques, en xarxes socials triomfar\u00e0 un contingut m\u00e9s adaptat a la fase inicial del <\/span>funnel<\/span><\/i>, mentre que a email podr\u00e0s crear contingut per a fases inicials, interm\u00e8dies i finals.<\/span>\u00a0<\/span><\/p>\n

3. M\u00e8triques<\/strong><\/p>\n

ROI: <\/span><\/b>En termes del retorn de la inversi\u00f3 entre un canal i un altre, l'email m\u00e0rqueting segueix sent el primer al podi amb un 3800 % de ROI ni m\u00e9s ni menys (DMA, 2019), davant d'un 28 % de les xarxes socials.\u00a0<\/span>\u00a0<\/span><\/p>\n

Precisament, els social media managers assenyalen mesurar el ROI com un dels principals reptes de la tasca di\u00e0ria.<\/span>\u00a0<\/span><\/p>\n

CTR mitj\u00e0: <\/span><\/b>El CTR (<\/span>Click-through Rate<\/span><\/i>) mig d'un correu electr\u00f2nic \u00e9s 3,57 % davant el 0,07 % a Facebook i 0,03 % a Twitter als post d'abast org\u00e0nic.<\/span>\u00a0<\/span><\/p>\n

Freq\u00fc\u00e8ncia: <\/span><\/b>Mentre que publicar sovint et beneficiar\u00e0 en xarxes socials (pels algoritmes i estar present en el dia a dia del teu p\u00fablic), en email m\u00e0rqueting una freq\u00fc\u00e8ncia de correus massa elevada sol ser el principal motiu de baixa d'una llista.<\/span>\u00a0<\/span><\/p>\n

Personalitzaci\u00f3:\u00a0 <\/span><\/b>L'email m\u00e0rqueting et permet segmentar els teus destinataris per interessos, dades demogr\u00e0fiques o fase de l'embut de conversi\u00f3 a trav\u00e9s de segments. Fins i tot podeu enviar test A\/B a dues porcions petites d'una llista per comprovar com reaccionen a un element concret en una variant A i una altra B.<\/span>\u00a0<\/span><\/p>\n

4<\/strong>. Similituds<\/b><\/p>\n

Interacci\u00f3:<\/span><\/b> El primer aspecte en com\u00fa entre el <\/span>email m\u00e0rqueting<\/span><\/i> i el <\/span>Social<\/span><\/i> Mitja m\u00e0rqueting<\/span><\/i> \u00e9s que s\u00f3n canals que permeten una comunicaci\u00f3 directa entre marca i audi\u00e8ncia.<\/span>\u00a0<\/span><\/p>\n

Branding:<\/span><\/i><\/b> Ambd\u00f3s canals poden potenciar considerablement el <\/span>branding<\/span><\/i> de la teva marca amb consist\u00e8ncia en el disseny, els logos, com t'adreces a la teva audi\u00e8ncia o el tipus de contingut que comparteixes.<\/span>\u00a0<\/span><\/p>\n

Contingut: <\/span><\/b>Compartir contingut d'inter\u00e8s i educatiu per als teus seguidors o subscriptors, ja sigui promocionant contingut propi o compartint<\/span> curated content<\/span><\/i>, \u00e9s a dir, una selecci\u00f3 de continguts del teu n\u00ednxol que aportin valor, \u00e9s fonamental en aquests dos canals.<\/span>\u00a0<\/span><\/p>\n

Mobile first: <\/span><\/i><\/b>La visualitzaci\u00f3 d'emails des d'un dispositiu m\u00f2bil suposar\u00e0 d'un 26 a un 78 % de les obertures totals del teu email el 2021, depenent del teu p\u00fablic objectiu, producte i tipus de correu electr\u00f2nic (EmailMonday)<\/span>\u00a0<\/span><\/p>\n

Fins a l'octubre del 2020, es calculen 4 mil milions d'usuaris de xarxes socials que accedeixen des de dispositius m\u00f2bils (Statista)<\/span>\u00a0<\/span><\/p>\n

Automatitzaci\u00f3: <\/span><\/b>A <\/span>Social Media<\/span><\/i>, hi ha una gran varietat d'eines per automatitzar tant la publicaci\u00f3 d'entrades com comprovar-ne el rendiment.<\/span>\u00a0<\/span><\/p>\n

En email, podr\u00e0s recrear embuts de venda, fluxos de <\/span>onboarding<\/span><\/i> o formacions en l\u00ednia per mitj\u00e0 de fluxos de correu electr\u00f2nic automatitzats, i fins i tot gestionar els teus contactes amb eines autom\u00e0tiques.<\/span>\u00a0<\/span><\/p>\n

Tr\u00e0nsit:<\/span><\/b> Ambdues opcions deriven al vostre lloc web per augmentar el tr\u00e0nsit. Si portes un seguiment per mitj\u00e0 de valors UTM als enlla\u00e7os que incloguis al teu lloc web des dels teus canals o <\/span>newsletter<\/span><\/i>, podr\u00e0s veure al teu <\/span>Google Analytics<\/span><\/i> d'on provenen aquestes visites.<\/span>\u00a0<\/span><\/p>\n

5. Com combinar-los<\/span><\/span><\/strong><\/p>\n

Usar les dades que t'aporta un canal per a l'altre: <\/span><\/b>A difer\u00e8ncia del <\/span>email m\u00e0rqueting<\/span><\/i>, les xarxes socials de primeres aporten una gran varietat de dades demogr\u00e0fiques dels teus seguidors que pots utilitzar per segmentar les teves campanyes de <\/span>email<\/span><\/i>.<\/span>\u00a0<\/span><\/p>\n

Mostra publicitat espec\u00edfica per als teus seguidors: <\/span><\/b>Si utilitzes la xarxa publicit\u00e0ria de <\/span>Facebook, Twitter o LinkedIn<\/span><\/i>, podeu crear audi\u00e8ncies personalitzades a partir d'una llista de <\/span>email m\u00e0rqueting<\/span><\/i>, de manera que mostris anuncis concrets a segments espec\u00edfics oa una llista (sense haver de gestionar subscriptors i audi\u00e8ncies per separat). Amb exportar les teves llistes o segments i afegir el fitxer com a audi\u00e8ncia, ja ho tindries.<\/span>\u00a0<\/span><\/p>\n

Inclou les teves xarxes socials a l'email: <\/span><\/b>Inclou els teus perfils de xarxes socials al peu dels teus correus electr\u00f2nics perqu\u00e8 els teus subscriptors tinguin una visi\u00f3 dels canals on et mous i puguin seguir-te en un o altre.<\/span>\u00a0<\/span><\/p>\n

Conclusi\u00f3<\/strong><\/p>\n

Les xarxes socials i el <\/span>email m\u00e0rqueting<\/span><\/i> tenen m\u00e9s en com\u00fa del que sembla: l'objectiu de totes dues \u00e9s connectar amb el teu p\u00fablic per mitj\u00e0 de contingut de valor i de forjar una relaci\u00f3 natural, propera i (el m\u00e9s important) bidireccional.<\/span>\u00a0<\/span><\/p>\n

La teva estrat\u00e8gia de <\/span>email m\u00e0rqueting i Social Media<\/span><\/i> han d'anar alhora, encara que tinguis en compte en tot moment les difer\u00e8ncies que les caracteritzen tamb\u00e9.<\/span>\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Email marketing vs. Redes Sociales, \u00bfCu\u00e1l gana? Lo cierto es que son dos canales que persiguen objetivos diferentes: el Social Media Marketing aumenta tu alcance para llegar a m\u00e1s personas, mientras que el email marketing es el canal id\u00f3neo para retener a esa audiencia y cerrar ventas. Por lo tanto, m\u00e1s que elegir entre un […]<\/p>\n","protected":false},"author":1,"featured_media":3897,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[24,27],"tags":[],"class_list":["post-3895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulo","category-marketing"],"acf":[],"yoast_head":"\nEmail marketing vs. Redes Sociales... \u00bfCu\u00e1l gana? - Servicios de consultoría de empresas y administraciones públicas<\/title>\n<meta name=\"description\" content=\"Email marketing vs. Redes Sociales, \u00bfCu\u00e1l gana? 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