En este artículo veremos qué es Facebook e Instagram Ads, para qué sirve y cómo usarlo para captar clientes a través de internet. También veremos, según tu rubro, cuándo puede ser que te sirva más este canal de captación de clientes o cuándo te conviene usar otro.
¿Qué es Facebook e Instagram Ads?
Básicamente es hacer publicidad en las redes sociales. Es decir, yo elijo que a tal grupo de personas, de tal edad, con tales comportamientos, en el “feed” o en los posteos, les aparezcan mis anuncios. Si yo creo que alguien va a ser mi cliente ideal que le aparezca mi anuncio. Esa persona puede hacer clic en el anuncio, ir a mi sitio web y comprar o dejarme su consulta.
Imagino que estás pensando que está buenísimo y que puedes llegar a miles de personas que tengan las características de clientes que quieres y que vean tus anuncios y compren.
Claramente es una estrategia que puede funcionar bien, pero hay que entender muy bien cuándo funciona y cuándo no.
Lo más importante entender es que esta es una estrategia “push” y no una estrategia “pull”.
Estrategia “push”
Una estrategia “push” es que yo le estoy mostrando algo a alguien que no necesariamente está buscando comprar. Por ejemplo, le puedo mostrar un departamento en alquiler (renta), a una persona que le encanta, pero se acaba de mudar hace un mes, por lo que no es relevante en ese momento para esa persona. Es decir, no es una persona que esté en el proceso de búsqueda, sino que es una persona que yo considero que podría interesarle lo que tengo para ofrecer.
Estrategia “pull”
En cambio, una estrategia “pull” es cuando la persona está buscando un proveedor. Para esto funciona súper bien Google. Por ejemplo, cuando alguien está buscando alquilar (rentar), un departamento busca en Google “alquilar (rentar) departamento en tal zona”. Entonces, cuando ahí aparecen mis anuncios y yo sí sé que la persona está buscando activamente un proveedor y está muy cerca de la decisión de compra.
En las redes sociales esto no sucede. ¿Quiere decir que no funciona Facebook o Instagram Ads? No, lo que hay que entender es que la persona a la cual le muestro mi anuncio no está cerca del proceso de decisión de compra.
En este punto puedo hacer 2 cosas:
- La puedo invitar a seguirme o empezar a generar contenido de valor y después con el tiempo ir generando una interacción y acercarla más al proceso de venta; o
- Este canal sirve mucho para lo que es venta impulsiva.
Por ejemplo, para lo que es venta de indumentaria femenina funciona muy bien Facebook o Instagram Ads para llevarla directo a la venta porque es un producto que no es caro. Si una persona está en Facebook y piensa que le gustó este pantalón, hará clic y lo comprará porque no es tan caro. Es decir, es un producto de venta impulsiva. Para ese tipo de productos Facebook e Instagram Ads funciona muy bien.
Tiene que ser de venta impulsiva y de un valor no tan alto.
Si es de un valor muy alto generalmente la gente lo piensa un poco más. Esto como regla general, pero obviamente va a depender de cada rubro.
Recomendaciones para hacer Facebook e Instagram Ads
Te voy a dar algunas recomendaciones para tus campañas de Facebook e Instagram Ads:
- Deja a Facebook elegir tu público ideal: deja a Facebook elegir tu público ideal, y esto mézclalo con las conversiones. Es decir, imagínate que quieres enviar tráfico a tu sitio web y de Facebook quieres conseguir prospectos para el servicio que ofreces y quieres que dejen una consulta para luego hacer un seguimiento comercial.
Lo que le tengo que decir a Facebook es que quiero generar una conversión, la cual es un formulario. Entonces, hay que vincular el píxel de Facebook e indicarle a Facebook o Instagram que cuando la persona hizo tal cosa le notificaré que fue una conversión o que me dejó sus datos en un formulario contacto. En base a esa información, Facebook podrá usar su inteligencia artificial y elegir a qué público le interesa más mis publicaciones.
Muchas veces cometemos el error de elegir públicos muy acotados o indicar que son, por ejemplo, hombres de tal edad y con tal preferencias. En general conviene usar técnicas de un público más amplio pero siempre vinculado con esa conversión.
Es muy importante avisarle a Facebook cuál es el público que te generó más resultados.
Obviamente de esa amplitud que le permito a Facebook elegir le puedo restringir ciertas cosas. Por ejemplo, si sé que en general nadie menor a 22 años se suele comprar un auto (carro), puedo poner que sean personas de más de 22 años, pero tienen que ser restricciones mínimas. Tengo que dejar un público en general que sea relativamente amplio.
- Ni Facebook ni Instagram van a ser tus vendedores: no van a vender. Tienen el objetivo de enviar tráfico de calidad a tu sitio web. Agregar un anuncio, alguien hace clic, va a tu sitio web, y tienes que tener una buena oferta. Es decir, una buena descripción y un sitio que cargue rápido (entre otras características).
Luego se generó el prospecto. La persona dejó sus datos en el formulario de contacto, el chat o lo que sea y empieza la gestión comercial. Tengo que empezar a llamarlo (marcarle), enviarle correos electrónicos, seguirlo por distintos lugares y eso va a lograr que venda.
Tú eres quien vende. Facebook simplemente te provee el tráfico, las visitas a tu sitio.
Este es el mayor error que veo en las campañas publicitarias. Si bien entendemos que nosotros somos los que tenemos que vender, de alguna manera queremos contratar a alguien para que nos haga campañas publicitarias y las ventas empiecen a llover.
Con experiencia de haber trabajado con más de 500 PYMES en campañas publicitarias eso no sucede. Lo que sucede es que hay falencias en el proceso comercial o en la propuesta de valor que no permiten generar una buena conversión de ventas y así aumentar la facturación.
Te invito a ver lo que es Facebook e Instagram Ads como una parte de tu proceso comercial integral, pero tienes que prestarle mucha atención a la otra parte que es la de compartir el prospecto en cliente.
Conclusión
Está muy bueno el uso de las redes sociales para captar clientes, pero si vas usar para estrategias de ventas y no para “branding” (generación de marca), ten en cuenta que en general solamente funciona bien para productos que tienen una venta impulsiva. Caso contrario, el canal que te recomiendo usar es anunciar en Google Ads.
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