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<p>Por otro lado, hay organizaciones y profesionales que dedican especial atención a esta herramienta dentro de su estrategia de marketing y en su gestión del día a día. Sin ir más lejos, el <u><a href="https://clubexcelencia.org/conocimiento/plataforma-de-conocimiento/modelo-efqm">Modelo EFQM</a></u> incluye en el criterio 4 “Crear valor sostenible” del bloque de Dirección, un apartado dedicado a “Comunicar y vender la propuesta de valor”(4b). En este punto explica que, en la práctica, una organización sobresaliente comunica lo que les diferencia de otros y su propuesta de valor con mensajes atractivos para sus clientes, actuales y potenciales, y otros posibles públicos objetivo. Además, especifica que la organización sobresaliente aprovecha de forma responsable sus redes de contactos e influencias, en el mundo físico y digital, para potenciar una imagen positiva de la organización, de lo que les diferencia de otros y de su propuesta de valor.</p>\r\n
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<p>La comunicación corporativa ayuda a vender. Se trata de un hecho indiscutible pero la <u><a href="https://alivecomunicacion.com/">comunicación inteligente</a></u> ayuda a vender más. Te estarás preguntando a que me refiero con comunicación inteligente… Bien, la comunicación inteligente es la comunicación que acompaña fielmente a los objetivos de marketing, es la que está apoyando de forma estratégica a los profesionales que integran el equipo de marketing de las empresas, instituciones y entidades de distintos sectores e industrias de cualquier parte del mundo.</p>\r\n
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<p>En ocasiones, podemos pensar que aparecer en un medio de comunicación TOP, uno con un elevado número de lectores, oyentes, espectadores… seguidores, nos ayudará a tener más #impacto y nos llevará rápidamente a nuestro cliente actual o potencial. Nada más lejos de la realidad, porque existen publicaciones especializadas, de nicho, que pueden acercarnos a un colectivo especifico en el que se encuentre nuestro cliente ideal.</p>\r\n
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<p>Si pensamos en la #visibilidad también podemos creemos que salir en determinados medios nos traerá más o menos resultados y <em>feedback</em> por parte de nuestra comunidad. Aquí me gustaría llamar a la reflexión con esta frase célebre de Jeff Bezos, fundador de Amazon: “Nos apoyamos sobre todo en el boca a boca. No en vano Internet es una formidable caja de resonancia”. En este sentido, no tenemos que menospreciar el valor de muchos medios de comunicación consolidados y emergentes.</p>\r\n
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<p>Para llevar a cabo una comunicación inteligente, tanto los profesionales del marketing como los profesionales de la comunicación deben trabajar mano a mano para realizar un análisis de las necesidades de la organización, concretar los objetivos de marketing para poder definir los objetivos de comunicación, y diseñar una estrategia viable para ambas partes que incluya el #propósito y la propuesta de #valor.</p>\r\n
\r\n
<p>La comunicación inteligente puede servir de “amplificador” a las organizaciones para transmitir sus mensajes a sus grupos de interés y, a través de redes sociales y similares, escuchar y recopilar sugerencias para mejorar estrategias de gestión. La comunicación tiene muchos objetivos: posicionar, visibilizar, informar, persuadir, atraer, concienciar y evangelizar, entre otros. Pero, sin duda, el objetivo último y la finalidad de todos ellos es vender, y a través de la comunicación inteligente se vende más. Aspecto crucial hoy.</p>\r\n
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