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<p>Atraer y seducir a organizaciones de manera natural no es un asunto baladí y es un objetivo que redunda en el crecimiento y fidelización de la cartera de clientes. En este sentido, apostar por una estrategia de contenidos donde el centro sea el cliente se convierte en un factor determinante para reforzar la marca y diferenciarse de la competencia.</p>\r\n
\r\n
<p>No consiste en publicar contenidos propios de productos y servicios de una organización, sino de que nos perciban como organizaciones que están sensibilizadas con los problemas y preocupaciones del sector al que pertenecen y aportan valor, generando contenidos con el fin de ayudar a resolverlos.</p>\r\n
\r\n
<p>LinkedIn es el ecosistema idóneo para poner en marcha esta estrategia, ya que es la red profesional de referencia y los profesionales están habituados a conectarse a diario y a interactuar de manera activa.</p>\r\n
\r\n
<p>Las claves para captar la atención de nuestro cliente ideal y atraerlo es elaborando una estrategia de contenidos en LinkedIn que tenga en cuenta los siguientes aspectos:</p>\r\n
\r\n
<ul>\r\n
\t<li>Conocer el entorno del cliente al que nos dirigimos, su sector, situación y detectar los problemas y necesidades a los que se enfrenta.</li>\r\n
</ul>\r\n
\r\n
<ul>\r\n
\t<li>Teniendo en cuenta el contexto anterior, seleccionaremos contenidos que contribuyan a solucionar los problemas que previamente se han detectado.</li>\r\n
</ul>\r\n
\r\n
<ul>\r\n
\t<li>Compartir información, aunque sea de terceros e incluso de la competencia donde el cliente potencial vea un interés real de ayuda para solventar sus preocupaciones.</li>\r\n
</ul>\r\n
\r\n
<ul>\r\n
\t<li>Percepción por parte de la audiencia que nuestro interés es ayudar a conseguir los objetivos y solucionar sus problemas.</li>\r\n
</ul>\r\n
\r\n
<ul>\r\n
\t<li>Los contenidos tienen que conectar y emocionar con tu cliente ideal, aportando valor y compromiso e impulsando interacciones con éstos.</li>\r\n
</ul>\r\n
\r\n
<ul>\r\n
\t<li>La frecuencia de las publicaciones es importante para calar y conseguir estar en el radar de tu público objetivo.</li>\r\n
</ul>\r\n
\r\n
<ul>\r\n
\t<li>La última clave y más importante es lograr la confianza, para ello es fundamental aportar contenidos que puedan refrendar todos los elementos anteriormente descritos, proporcionado evidencias (testimonios reales, videos, documentos) que puedan fortalecer la confianza en la mente de tu cliente.</li>\r\n
</ul>\r\n
\r\n
<p> </p>\r\n
\r\n
<p>Implementar esta estrategia es una labor que requiere esfuerzo y perseverancia en el tiempo para lograr beneficios y ventajas considerables, tanto desde el punto de vista de alcanzar una buena reputación de marca, como de atracción a nuevos clientes a tu organización aplicando una máxima en el Inbound Marketing (<em>Atraer en lugar de perseguir</em>).</p>\r\n
\r\n
<p>Debemos ser constantes y dinámicos a la hora de elaborar y publicar contenidos y siempre debemos estar a la vanguardia en los temas que generan inquietudes en las organizaciones y en las herramientas innovadoras que solucionan éstas.</p>\r\n
\r\n
<p>Por otro lado, compartir los conocimientos adquiridos en experiencias exitosas de otros profesionales que se han enfrentado a retos similares al de nuestros clientes, será bien recibido por éstos ya que les permitirá contemplar un punto de vista similar.</p>\r\n
\r\n
<p>Los clientes lo agradecerán y lograremos adquirir una familiaridad con ellos para que nos tengan presentes cuándo necesiten resolver problemas concretos y puedan contar con nuestras soluciones.</p>\r\n
\r\n
<p>Espero que este artículo, inspire a las organizaciones a implementar una estrategia de generación de contenidos estimulantes para los clientes y de manera elegante y natural éstos se dirigirán a nosotros.</p>\r\n
\r\n
<p> </p>\r\n
\r\n
<p> </p>\r\n
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