{"id":7503,"date":"2020-07-20T13:47:13","date_gmt":"2020-07-20T13:47:13","guid":{"rendered":"https:\/\/honeypot-marketing.local\/?p=7503"},"modified":"2024-09-23T11:41:45","modified_gmt":"2024-09-23T15:41:45","slug":"como-hacer-un-puente-entre-lo-organico-y-lo-pagado","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/es\/social-media\/how-to-bridge-organic-paid\/","title":{"rendered":"C\u00f3mo combinar lo org\u00e1nico con lo pagado para llegar a sus clientes en todas partes \u2013 Wonder Twin Powers Activate"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/HhRywRzteto\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"How to Bridge Organic with Paid to Reach Your Customers Everywhere &amp;#8211; Wonder Twin Powers Activate\" \/><meta itemprop=\"uploadDate\" content=\"2020-07-20T13:47:13-04:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT47M26S\" \/><meta itemprop=\"description\" content=\"Remember when cartoons were weird, wonderful, and insanely creative? We do, too, but that&#039;s not really what we&#039;re talking about this week.No, we&#039;re diving into yet another hot topic in the marketing industry right now. Can you guess what it is? Hin...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Bridge_Organic_with_Paid_to_Reach_Your_Customers_Everywhere-audioo.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"43.4\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2FHow_to_Bridge_Organic_with_Paid_to_Reach_Your_Customers_Everywhere-audioo.mp3%3FawCollectionId%3D1033945%26aw_0_azn.pgenre%3DBusiness%26aw_0_1st.ri%3Dblubrry%26aw_0_azn.pcountry%3DCA%26aw_0_azn.planguage%3Den-ca%26cat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26aw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Fes%2Fsocial-media%2Fhow-to-bridge-organic-paid%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Reproductor de podcasts Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Bridge_Organic_with_Paid_to_Reach_Your_Customers_Everywhere-audioo.mp3?awCollectionId=1033945&amp;aw_0_azn.pgenre=Business&amp;aw_0_1st.ri=blubrry&amp;aw_0_azn.pcountry=CA&amp;aw_0_azn.planguage=en-ca&amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jugar en nueva ventana\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/es\/?powerpress_pinw=7503-podcast');\" rel=\"nofollow\">Jugar en nueva ventana<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Bridge_Organic_with_Paid_to_Reach_Your_Customers_Everywhere-audioo.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"Descargar\" rel=\"nofollow\" download=\"How_to_Bridge_Organic_with_Paid_to_Reach_Your_Customers_Everywhere-audioo.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">Descargar<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">Suscribir: <a href=\"https:\/\/honeypotmarketing.com\/es\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Suscr\u00edbete v\u00eda RSS\" rel=\"nofollow\">RRSS<\/a><\/p><p>\u00bfRecuerdas cuando los dibujos animados eran raros, maravillosos e incre\u00edblemente creativos? Nosotros tambi\u00e9n, pero no es de eso de lo que vamos a hablar esta semana.<\/p>\n<p>No, ahora mismo nos estamos adentrando en otro tema candente en la industria del marketing. \u00bfPuedes adivinar cu\u00e1l es? \u00bfUna pista? Tiene algo que ver con el lado pago del s\u00e1ndwich. Oh, Dios m\u00edo, estaba hablando de c\u00f3mo combinar el contenido org\u00e1nico con el pago para encontrar el punto justo, y ahora lo \u00fanico en lo que puedo pensar es en mantequilla de man\u00ed y mermelada. Suspiro. \u00bfSeguimos?<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7504\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/pbj.jpg\" alt=\"entre lo org\u00e1nico y lo pagado\" width=\"960\" height=\"500\" \/><\/p>\n<p>Mira el video o podcast de arriba donde Dan y las abejas discuten las muchas opciones disponibles para marketing pago y org\u00e1nico, y c\u00f3mo combinarlas para obtener resultados incre\u00edbles en campa\u00f1as de marketing.<\/p>\n<p><span data-preserver-spaces=\"true\">Suscr\u00edbete a nuestra transmisi\u00f3n en vivo semanal en\u00a0<\/span><a target=\"_blank\" href=\"https:\/\/www.facebook.com\/events\/238401824042195\/\" class=\"_e75a791d-denali-editor-page-rtfLink\" rel=\"noopener noreferrer nofollow\"><strong><span data-preserver-spaces=\"true\">Facebook<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">, o ll\u00e9velo a donde quiera con un podcast en la plataforma que elija. Mant\u00e9ngase actualizado sobre noticias, tendencias y consejos en el mundo del marketing digital y \u00fanase a la conversaci\u00f3n.<\/span><\/p>\n<h2>\u00bfQu\u00e9 hay de nuevo?<\/h2>\n<p>El drama de Facebook. Ese es el gran titular en el espacio de la publicidad social paga en este momento.<\/p>\n<p>Grandes corporaciones, incluidas Verizon, Unilever, Starbucks, Best Buy, Adidas, Coca-Cola y The North Face, han retirado sus anuncios de Facebook durante el mes de julio, como parte de la <a href=\"https:\/\/www.stophateforprofit.org\/\"><strong>Detener el odio por el lucro<\/strong><\/a> campa\u00f1a.<\/p>\n<p>Las empresas canadienses Lululemon, MEC y Arc&#039;teryx tambi\u00e9n se han sumado al boicot. Scotiabank confirm\u00f3 que tambi\u00e9n retirar\u00e1 sus anuncios de Facebook durante julio, y otros tres grandes bancos canadienses siguieron su ejemplo: RBC, CIBC y BMO.<\/p>\n<h3>Por qu\u00e9 no deber\u00edas boicotear Facebook<\/h3>\n<p>Por supuesto, hay otros peces en el mar, como Google, YouTube, LinkedIn, etc., si realmente te interesa el boicot y quieres sumarte a la lucha. Entiendo el deseo de al menos INTENTAR hacer algo, lo que sea, para mejorar las cosas. Yo tambi\u00e9n quiero un mundo mejor. Quiero luchar contra el discurso de odio y ayudar a los dem\u00e1s.<\/p>\n<p>Pero \u00bfalguna de estas medidas obligar\u00e1 a Facebook a actuar o realmente lograr\u00e1 algo? Veamos qu\u00e9 har\u00e1.<\/p>\n<ul>\n<li>En primer lugar, que unas pocas marcas retiren sus anuncios de Facebook durante un mes tendr\u00e1 poco o ning\u00fan efecto en los resultados finales de Facebook.<\/li>\n<li>En segundo lugar, algunas de las empresas, dependiendo de su tama\u00f1o, podr\u00edan verse m\u00e1s perjudicadas al limitar su exposici\u00f3n en la plataforma del gigante de las redes sociales.<\/li>\n<li>Si las peque\u00f1as y medianas empresas eliminaran sus anuncios por completo, incluso por un mes, esto podr\u00eda causar una p\u00e9rdida masiva de ingresos para esos propietarios de negocios.<\/li>\n<li>Unirse al boicot publicitario en realidad da\u00f1ar\u00eda los resultados de las peque\u00f1as y medianas empresas infinitamente m\u00e1s que los de Facebook.<\/li>\n<\/ul>\n<p>Es una verdad lamentable, pero ah\u00ed est\u00e1.<\/p>\n<p>Para ver un cambio real y significativo en las reglas de moderaci\u00f3n de contenido de Facebook y todos los problemas relacionados, miles de marcas importantes tendr\u00edan que reducir su presupuesto publicitario durante mucho m\u00e1s de un mes.<\/p>\n<p>Las grandes marcas no van a hacer eso cuando eso afecte a sus propios resultados. Aproximadamente 8 millones de empresas de todos los tama\u00f1os se anuncian en Facebook, y algunos de los anunciantes m\u00e1s importantes, como Walmart, Disney y Procter &amp; Gamble, no se han sumado al boicot.<\/p>\n<p>En \u00faltima instancia, debes hacer lo que te parezca mejor al final; pero, antes de tomar decisiones apresuradas, \u00e1rmate con todo el conocimiento que puedas.<\/p>\n<p>A continuaci\u00f3n se muestran algunos recursos con opciones alternativas si desea profundizar m\u00e1s:<\/p>\n<ul>\n<li><a href=\"https:\/\/stablewp.com\/alternative-ad-platforms-to-generate-more-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>C\u00f3mo utilizar plataformas publicitarias alternativas para su estrategia de marketing<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/online-ad-alternatives\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>5 alternativas a los anuncios de Facebook, Google y Amazon<\/strong><\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7506\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/facebook-hate.jpg\" alt=\"entre lo org\u00e1nico y lo pagado\" width=\"2048\" height=\"1152\" \/><\/p>\n<h3>Luego est\u00e1 el drama de Twitter.<\/h3>\n<p>Twitter dice que 130 cuentas fueron blanco de un importante ciberataque contra cuentas de celebridades el 15 de julio de 2020.<\/p>\n<p>La violaci\u00f3n de seguridad provoc\u00f3 que cuentas como las de Barack Obama, Elon Musk, Kanye West, Kim Kardashian West, Joe Biden, Bill Gates, Apple y Uber tuitearan una estafa de Bitcoin a millones de seguidores.<\/p>\n<p>Sin embargo, el presidente estadounidense, Donald Trump, uno de los usuarios m\u00e1s destacados de Twitter, no se vio afectado.<\/p>\n<p>Twitter dijo que todav\u00eda estaba tratando de determinar si se hab\u00edan robado datos privados, que podr\u00edan incluir mensajes directos. El FBI est\u00e1 investigando ahora.<\/p>\n<p>Google ha eliminado el destacado carrusel de tweets de Twitter de las p\u00e1ginas de resultados de b\u00fasqueda de Google.<\/p>\n<p>El cuadro de b\u00fasqueda de Twitter no solo ha desaparecido de las cuentas que han sido hackeadas, sino de todas las cuentas de Twitter. Google ha confirmado que ha eliminado el cuadro por completo de los resultados de b\u00fasqueda.<\/p>\n<p>Un portavoz de Google ha declarado: &quot;Podemos confirmar que hemos eliminado temporalmente el carrusel de Twitter de la B\u00fasqueda tras los problemas de seguridad de Twitter. Antes de restablecer la funci\u00f3n, realizaremos una revisi\u00f3n minuciosa&quot;.<\/p>\n<p>Si actualmente est\u00e1s usando Twitter como estrategia de b\u00fasqueda de Google, es posible que tengas que dejarlo en suspenso hasta que Google determine cu\u00e1les ser\u00e1n sus pr\u00f3ximos pasos con Twitter.<\/p>\n<p>\u00a1Qu\u00e9 momento para estar vivo!<\/p>\n<h2>\u00bfQue esta funcionando?<\/h2>\n<p>\u00a1Y ahora, pasemos a temas m\u00e1s divertidos y emocionantes! \u00a1Contenido org\u00e1nico vs. contenido pago!<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7527 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/image.png\" alt=\"Uniendo el contenido org\u00e1nico y el pago\" width=\"500\" height=\"756\" \/><\/p>\n<p>\u00bfPor qu\u00e9 elegir solo uno cuando puedes unir los dos para encontrar el punto ideal?<\/p>\n<p>Mientras los especialistas en marketing se concentren en agregar valor en lugar de bombardear a las audiencias con discursos de venta en cada publicaci\u00f3n, los fan\u00e1ticos se quedar\u00e1n para ver qu\u00e9 sigue.<\/p>\n<p>Vamos a profundizar en el tema.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7522\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Organic-vs-paid-Header-2.jpg\" alt=\"Uniendo el contenido org\u00e1nico y el pago\" width=\"780\" height=\"408\" \/><\/p>\n<h3>\u00bfQu\u00e9 es el marketing org\u00e1nico?<\/h3>\n<p>La mayor\u00eda de las veces, cuando piensas en marketing org\u00e1nico, probablemente pienses en publicaciones de Facebook o Instagram, pero no termina ah\u00ed.<\/p>\n<p>Algunos de los tipos m\u00e1s comunes de contenido org\u00e1nico incluyen:<\/p>\n<ul>\n<li>Publicaciones en plataformas de redes sociales<\/li>\n<li>Optimizaci\u00f3n de motores de b\u00fasqueda (SEO)<\/li>\n<li>Marketing en motores de b\u00fasqueda (SEM)<\/li>\n<li>Escribir un blog<\/li>\n<li>El contenido de su sitio web<\/li>\n<\/ul>\n<p>El marketing org\u00e1nico se utiliza para desarrollar la voz de su marca, crear interacciones aut\u00e9nticas con los clientes, educar y convertir lectores y generar tr\u00e1fico a p\u00e1ginas de destino, su sitio web y otras propiedades en l\u00ednea.<\/p>\n<p>Las personas encuentran su negocio a trav\u00e9s de su sitio, blogs, motores de b\u00fasqueda y redes sociales. Todos estos elementos trabajan en conjunto para crear una comunicaci\u00f3n omnicanal en l\u00ednea para su negocio.<\/p>\n<blockquote><p>Las t\u00e1cticas de marketing org\u00e1nico son naturales, aut\u00e9nticas y basadas en valores.<\/p><\/blockquote>\n<p>Los beneficios de estas t\u00e1cticas se desarrollan durante per\u00edodos de tiempo m\u00e1s largos, lo que en \u00faltima instancia ayuda a construir una marca que los clientes quieran visitar regularmente.<\/p>\n<p>El contenido org\u00e1nico tiene como objetivo generar valor de marca y autoridad en la industria con sus consumidores. No solo est\u00e1 intentando generar ventas, sino que est\u00e1 trabajando para involucrar y educar a su p\u00fablico objetivo.<\/p>\n<p>El marketing org\u00e1nico generalmente se centra en cosas como:<\/p>\n<ul>\n<li>Educar a los clientes<\/li>\n<li>Optimizar el contenido y las p\u00e1ginas de redes sociales y blogs para SEO (lo que puede aumentar el tr\u00e1fico en un 571% cuando se hace correctamente)<\/li>\n<li>C\u00f3mo establecer una comunicaci\u00f3n bidireccional con sus clientes<\/li>\n<li>Autoridad impulsora en su nicho o industria<\/li>\n<li>Utilizar estrategias de enlaces entrantes y salientes espec\u00edficos<\/li>\n<li>Construyendo una marca duradera<\/li>\n<\/ul>\n<p>Deber\u00e1s realizar un seguimiento de los an\u00e1lisis para medir el \u00e9xito de tu contenido. Todos los canales sociales principales ofrecen informaci\u00f3n y estad\u00edsticas sobre el rendimiento de tus publicaciones, as\u00ed que recuerda observar estos informes de cerca y ajustar tu estrategia en funci\u00f3n de lo que funcione mejor.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_7510\" aria-describedby=\"caption-attachment-7510\" style=\"width: 1038px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-7510 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Screenshot-37.png\" alt=\"entre contenido org\u00e1nico y pago\" width=\"1038\" height=\"876\" \/><figcaption id=\"caption-attachment-7510\" class=\"wp-caption-text\">Este es un ejemplo de informaci\u00f3n de Facebook que rastrea una amplia variedad de m\u00e9tricas.<\/figcaption><\/figure>\n<p>A continuaci\u00f3n se ofrecen algunos consejos para crear contenido org\u00e1nico en las redes sociales:<\/p>\n<ul>\n<li>Aproveche el poder del video publicando videos de productos en YouTube. Los videos breves con los aspectos destacados tambi\u00e9n funcionan muy bien en Facebook, Twitter e Instagram.<\/li>\n<li>Vincula tus cuentas de redes sociales para que puedas realizar publicaciones cruzadas en m\u00faltiples plataformas.<\/li>\n<li>Organice sesiones en vivo en Facebook e Instagram, que generan m\u00e1s interacciones org\u00e1nicas que otras publicaciones en redes sociales.<\/li>\n<li>Organiza concursos en las redes sociales.<\/li>\n<li>Reutilice y reorganice el contenido existente. Si publica un enlace o una entrada de blog, reutil\u00edcelo en otro formato para volver a publicarlo m\u00e1s tarde.<\/li>\n<li>Responde a los comentarios en todas tus plataformas de redes sociales.<\/li>\n<li>Publicar testimonios de clientes.<\/li>\n<li>Obtenga cr\u00edticas positivas en Facebook, Google, etc.<\/li>\n<li>Comente las publicaciones que mencionen su marca (y vuelva a publicarlas cuando sea apropiado).<\/li>\n<\/ul>\n<h3>\u00bfQu\u00e9 es el marketing pagado?<\/h3>\n<p>El marketing pago consiste m\u00e1s en \u201cpromocionar\u201d contenido (principalmente en forma de anuncios y contenido patrocinado o potenciado) directamente a su p\u00fablico objetivo.<\/p>\n<p>El 64% de las personas encuestadas dice que usa las redes sociales para encontrar inspiraci\u00f3n para comprar, lo que significa que la mayor\u00eda de su audiencia podr\u00eda ser receptiva a sus mensajes promocionales.<\/p>\n<p>Existen muchas opciones de marketing pago en el espacio digital, desde publicidad en canales de redes sociales hasta el pago de anuncios en motores de b\u00fasqueda y sitios.<\/p>\n<p>La publicidad paga le permite generar m\u00e1s tr\u00e1fico y llegar a un p\u00fablico m\u00e1s amplio en un corto per\u00edodo de tiempo, lo que le permitir\u00e1 impulsar su negocio hacia una mayor visibilidad.<\/p>\n<p>La publicidad paga est\u00e1 disponible tanto en las redes sociales como en los motores de b\u00fasqueda, por lo que puede dirigirse a personas de manera m\u00e1s espec\u00edfica en los mismos canales que utiliza para promocionar org\u00e1nicamente.<\/p>\n<blockquote><p>La diferencia fundamental entre el marketing org\u00e1nico y el pago es que esperas a que tu publicaci\u00f3n se encuentre a trav\u00e9s de los resultados de b\u00fasqueda org\u00e1nicos, mientras que el marketing pago impulsa tu contenido para que los usuarios hagan clic. Esto te permite obtener resultados garantizados de forma mucho m\u00e1s r\u00e1pida y eficaz.<\/p><\/blockquote>\n<p>Es probable que los anuncios pagos tengan un CTA que apunte a una p\u00e1gina de producto, una p\u00e1gina de destino espec\u00edfica o algo que tenga el potencial de generar resultados financieros.<\/p>\n<p>Los diferentes modelos de pago para anuncios pagos incluyen:<\/p>\n<ul>\n<li>PPC (pago por clic)<\/li>\n<li>CPC (costo por clic)<\/li>\n<li>CPM (costo por mil \u2013 1000 impresiones)<\/li>\n<\/ul>\n<p>Algunos tipos diferentes de anuncios pagos incluyen:<\/p>\n<ul>\n<li>Anuncios de display<\/li>\n<li>Anuncios de b\u00fasqueda<\/li>\n<li>Anuncios en redes sociales<\/li>\n<li>Publicaciones promocionadas o patrocinadas<\/li>\n<li>Anuncios de redireccionamiento<\/li>\n<li>Anuncios de audiencias similares<\/li>\n<\/ul>\n<p>Impulsar publicaciones en redes sociales que ya funcionan bien es simple y es la ruta m\u00e1s rentable para el marketing pago si trabajas con un presupuesto modesto.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7528 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/rick-and-morty.png\" alt=\"Uniendo el contenido org\u00e1nico y el pago\" width=\"392\" height=\"405\" \/><\/p>\n<p>El PPC es el m\u00e1s utilizado, pero con cada modelo, t\u00fa estableces tu presupuesto y decides cu\u00e1nto quieres pagar. En los espacios m\u00e1s competitivos, querr\u00e1s gastar un poco m\u00e1s para posicionarte mejor.<\/p>\n<p>Para comprender el \u00e9xito de sus esfuerzos de marketing pago, deber\u00e1 realizar un seguimiento de lo siguiente:<\/p>\n<ul>\n<li>Tasas de conversi\u00f3n: mide el tr\u00e1fico generado por los anuncios y, de ese tr\u00e1fico, qu\u00e9 porcentaje logr\u00f3 incentivar (convertir) a los clientes a realizar la acci\u00f3n deseada.<\/li>\n<li>Participaci\u00f3n en el anuncio: mide qu\u00e9 componentes optimizables de un anuncio (imagen, texto, llamado a la acci\u00f3n) tienen la mayor probabilidad de alentar a los consumidores a hacer clic.<\/li>\n<li>Plataformas: mide qu\u00e9 plataformas generan la mayor cantidad de clientes potenciales y los clientes potenciales con mayor tasa de conversi\u00f3n.<\/li>\n<li>Tipos de anuncios: mide qu\u00e9 tipos de anuncios (aumentos, retargeting, anuncios de audiencia similar, etc.) generan las tasas de conversi\u00f3n generales m\u00e1s altas.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7511\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Paid-Advertising-Channels.png\" alt=\"entre lo org\u00e1nico y lo pagado\" width=\"1200\" height=\"801\" \/><\/p>\n<p>A continuaci\u00f3n se ofrecen algunos consejos para contenido pago en redes sociales:<\/p>\n<ul>\n<li>Utilice anuncios en redes sociales para ser su primer punto de contacto con nuevos clientes (anuncios de Facebook\/Instagram, anuncios de Pinterest, anuncios de YouTube, anuncios de Twitter, etc.).<\/li>\n<li>Trabaje con personas influyentes para publicar sobre sus productos en sus feeds y reutilice las im\u00e1genes en sus perfiles.<\/li>\n<li>Crea una audiencia de Facebook personalizada que incluya usuarios a quienes les hayan gustado o comentado tus publicaciones en redes sociales en el pasado, para que puedas volver a orientarlos.<\/li>\n<li>Configura campa\u00f1as de retargeting completas en Facebook\/Instagram.<\/li>\n<li>Publica publicaciones patrocinadas que enlacen a publicaciones de blog informativas o a una rese\u00f1a de un cliente.<\/li>\n<li>Cree p\u00e1ginas de destino dise\u00f1adas espec\u00edficamente para convertir clientes y luego promocione esas p\u00e1ginas de destino en las redes sociales.<\/li>\n<li>Utilice las redes sociales para volver a dirigirse a los clientes que han abandonado sus carritos de compra.<\/li>\n<\/ul>\n<h3>Combine contenido org\u00e1nico y pago en una estrategia multicanal integrada<\/h3>\n<p>Gestionar las redes sociales para una marca de cualquier tama\u00f1o es una BESTIA, y conseguirle la atenci\u00f3n que merece puede parecer una tarea monumental.<\/p>\n<p>\u00bfC\u00f3mo puedes competir con un contenido que tiene un mayor presupuesto detr\u00e1s?<\/p>\n<p>\u00bfQu\u00e9 camino recorres?\ud83e\udd14<\/p>\n<ul>\n<li>Siga la ruta org\u00e1nica y observe c\u00f3mo su crecimiento avanza lentamente hacia la cima.<\/li>\n<li>Tome la ruta paga y gaste dinero para obtener un impulso r\u00e1pido.<\/li>\n<\/ul>\n<p>El secreto aqu\u00ed es simplemente que no tiene por qu\u00e9 ser una cosa o la otra. \u00bfPor qu\u00e9 no usar ambas? Con una estrategia de contenido s\u00f3lida y un presupuesto de impulso modesto, puede encontrar el punto justo para aprovechar al m\u00e1ximo su contenido y su dinero.<\/p>\n<p>Combinar las redes sociales org\u00e1nicas con sus esfuerzos en las redes sociales pagas puede mejorar el conocimiento de la marca, atraer nuevos clientes al embudo y crear puntos de contacto adicionales con los existentes.<\/p>\n<p>Tambi\u00e9n es muy importante no dividir a los equipos en compartimentos estancos. Si tienes un equipo de PPC y un equipo de SEO, deben comunicarse estrechamente, ya que son dos caras de la misma moneda.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7513 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/wtpa-1.jpg\" alt=\"entre lo org\u00e1nico y lo pagado\" width=\"720\" height=\"536\" \/><\/p>\n<p>No puedes esperar que tu marca se destaque entre el resto con publicaciones org\u00e1nicas \u00fanicamente. Sin embargo, con tan solo $1 por d\u00eda en anuncios de reconocimiento de Facebook puedes aumentar tu audiencia en 4000 personas o m\u00e1s.<\/p>\n<p>De muchas maneras, el contenido org\u00e1nico y pago pueden potenciar el \u00e9xito de cada uno.<\/p>\n<p>Por ejemplo, puedes tomar tus publicaciones org\u00e1nicas con mejor rendimiento y potenciarlas, o usar ese contenido para crear anuncios pagos, ya que se ha demostrado que es efectivo.<\/p>\n<p>En lugar de perder tiempo y dinero experimentando con campa\u00f1as sociales pagas, experimente con redes sociales org\u00e1nicas, campa\u00f1as por correo electr\u00f3nico y otros m\u00e9todos sin costo o de bajo costo, y use los ganadores para anuncios y promociones sociales pagas.<\/p>\n<p>Si un contenido no funciona bien en la promoci\u00f3n org\u00e1nica, la publicidad paga probablemente no lo salvar\u00e1.<\/p>\n<p>Asimismo, puede determinar qu\u00e9 palabras clave de PPC generan un ROI alto o rentable y luego usarlas en los canales de PPC y SEO para maximizar la visibilidad.<\/p>\n<p>Por otro lado, es probable que algunas palabras clave generen un ROI m\u00e1s bajo, tal vez porque tienen CPC altos y, por lo tanto, son opciones costosas. Estas pueden tenerse en cuenta en los objetivos de SEO en una estrategia a largo plazo para ayudar a aumentar la visibilidad de forma natural.<\/p>\n<p>Otra opci\u00f3n es analizar palabras clave con una tasa de clics (CTR) alta y tasas de conversi\u00f3n bajas. Estas se pueden incorporar a las campa\u00f1as de marketing de contenido de embudo medio y se puede intentar posicionarlas de forma org\u00e1nica.<\/p>\n<p>Al ejecutar campa\u00f1as de Google Shopping, puede revelar una gran cantidad de informaci\u00f3n sobre los principales productos y t\u00e9rminos de b\u00fasqueda que impulsan su visibilidad.<\/p>\n<p>Google Shopping no se basa en la orientaci\u00f3n tradicional por palabras clave, sino que Google hace coincidir la intenci\u00f3n de b\u00fasqueda de palabras clave con un producto en su feed de compras.<\/p>\n<p>Puede analizar estos datos y obtener informaci\u00f3n sobre qu\u00e9 productos son los m\u00e1s visibles y qu\u00e9 t\u00e9rminos activan la inclusi\u00f3n de productos en los listados. Esto le indica qu\u00e9 p\u00e1ginas de productos desempe\u00f1an un papel importante en la generaci\u00f3n de ingresos y cu\u00e1les generan la mayor cantidad de visitas al sitio.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7523\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/seo-and-ppc-1.png\" alt=\"Uniendo el contenido org\u00e1nico y el pago\" width=\"1144\" height=\"426\" \/><\/p>\n<p>Si su sitio tiene una barra de b\u00fasqueda, los datos de b\u00fasqueda del sitio son una mina de oro para encontrar las frases exactas que las personas usan para encontrar sus productos. Lo m\u00e1s probable es que tambi\u00e9n usen el mismo lenguaje en los motores de b\u00fasqueda.<\/p>\n<p>Puede filtrar las palabras clave de alta conversi\u00f3n utilizando estos datos. Una vez que encuentre palabras clave relevantes, puede ofertar por ellas en su campa\u00f1a de PPC e incluso utilizarlas como objetivo en sus esfuerzos de SEO.<\/p>\n<p>A continuaci\u00f3n se indican 3 pasos a seguir:<\/p>\n<ul>\n<li>Crea un \u201cmapa de palabras clave\u201d con la lista de palabras clave que llevan tr\u00e1fico a tu sitio web, junto con tus principales p\u00e1ginas de destino.<\/li>\n<li>Encuentre m\u00e1s oportunidades de palabras clave para estas p\u00e1ginas que ya est\u00e1n clasificadas y as\u00edgneles p\u00e1ginas de destino relevantes.<\/li>\n<li>Pruebe las nuevas palabras clave lanzando una campa\u00f1a de PPC y encuentre las que funcionan bien. Luego, modifique su campa\u00f1a de SEO para asegurarse de que est\u00e1 apuntando a las palabras clave (o frases clave) que realmente mejoran su tasa de conversi\u00f3n.<\/li>\n<\/ul>\n<p>Alternativamente, tambi\u00e9n puedes considerar extraer tus principales p\u00e1ginas de destino de PPC de los informes dentro de Google Analytics.<\/p>\n<p>Tambi\u00e9n puede realizar una prueba de anuncios PPC para aumentar los CTR org\u00e1nicos de sus art\u00edculos clasificados actualmente.<\/p>\n<p>Solo tienes que profundizar en tus propios an\u00e1lisis de b\u00fasqueda, dentro del Informe de Google Search Console, para encontrarlos y lanzar tu campa\u00f1a de PPC de manera informada.<\/p>\n<p>Debes encontrar las impresiones y los clics recibidos por aquellas palabras clave con la tasa de conversi\u00f3n m\u00e1s alta:<\/p>\n<p>Lanza tu campa\u00f1a en torno a las palabras clave que ya generan m\u00e1s impresiones o clics. Estas son las palabras clave que tus clientes usan para encontrar tus productos y servicios.<\/p>\n<p>Tambi\u00e9n puede ajustar sus ofertas de PPC y gastar m\u00e1s en las palabras clave de alto valor que generan m\u00e1s conversiones a trav\u00e9s de sus esfuerzos de SEO.<\/p>\n<p>Puede ajustar sus presupuestos de PPC y su estrategia general de marketing digital en funci\u00f3n de los horarios de mayor tr\u00e1fico de su sitio web. Por ejemplo, supongamos que descubre que los fines de semana se produce un gran aumento de tr\u00e1fico. En ese caso, vale la pena probar tambi\u00e9n un aumento de presupuesto en su cuenta de PPC.<\/p>\n<h3>C\u00f3mo hacer que sus esfuerzos de marketing de contenidos y SEO sean m\u00e1s efectivos mediante el remarketing<\/h3>\n<p>El remarketing le permite una segunda oportunidad para causar una primera impresi\u00f3n.<\/p>\n<p>Las conversiones aumentan con m\u00e1s impresiones, pero la experimentaci\u00f3n es esencial para encontrar el punto ideal.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7524\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/remarketing.png\" alt=\"Uniendo el contenido org\u00e1nico y el pago\" width=\"609\" height=\"438\" \/><\/p>\n<p>Segmenta tu audiencia. Crea distintos tipos de audiencias para las personas que han visitado distintas p\u00e1ginas de tu sitio web.<\/p>\n<p>Esta segmentaci\u00f3n ayuda a personalizar el mensaje para un visitante de un blog frente a un visitante de Google Ads, etc.<\/p>\n<p>Adem\u00e1s, ayuda a controlar las pujas para audiencias con diferentes mentalidades. Es m\u00e1s probable que alguien que haya visitado una p\u00e1gina de destino de Google Ads realice una conversi\u00f3n y es necesario perseguirlo de forma agresiva, en comparaci\u00f3n con un visitante de un blog.<\/p>\n<p>Con una buena estrategia y objetivos claros, una campa\u00f1a integrada de SEO y PPC lo llevar\u00e1 adelante y hacia arriba hacia el dominio de SERP.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7256\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\" alt=\"abeja mel\u00edfera\" width=\"41\" height=\"49\" \/><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfRecuerdas cuando los dibujos animados eran raros, maravillosos e incre\u00edblemente creativos? Nosotros tambi\u00e9n, pero no es de eso de lo que vamos a hablar esta semana. No, nos vamos a sumergir en otro tema candente en la industria del marketing en este momento. \u00bfPuedes adivinar cu\u00e1l es? \u00bfUna pista? Tiene algo que ver con el lado pago del s\u00e1ndwich...<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"ai_generated_summary":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","wpai_meta_description":"","footnotes":""},"categories":[55,40,48,42,57,38],"tags":[89,93,49,95,242,150],"class_list":["post-7503","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-digital-marketing","category-how-to","category-marketing","category-paid","category-social-media","tag-digital-marketing","tag-digital-marketing-strategy","tag-how-to","tag-ppc","tag-social-ads","tag-social-media-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Remember when cartoons were weird, wonderful, and insanely creative? We do, too, but that&#039;s not really what we&#039;re talking about this week. No, we&#039;re diving into yet another hot topic in the marketing industry right now. Can you guess what it is? Hint? It has something to do with the paid side of the sandwich.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Dan Nedelko\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/honeypotmarketing.com\/es\/social-media\/how-to-bridge-organic-paid\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.1\" \/>\n\t\t<meta property=\"og:locale\" content=\"es_MX\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Digital Marketing for Growing Businesses by Honeypot Marketing - All Marketing is Digital. We specialize in B2B, ABM, MarTech, AdTech and Growing Businesses through Technology.\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"How to Bridge Organic with Paid to Reach Your Customers Everywhere \u2013 Wonder Twin Powers Activate\" \/>\n\t\t<meta property=\"og:description\" content=\"Remember when cartoons were weird, wonderful, and insanely creative? We do, too, but that&#039;s not really what we&#039;re talking about this week. No, we&#039;re diving into yet another hot topic in the marketing industry right now. Can you guess what it is? Hint? 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It has something to do with the paid side of the sandwich....","_links":{"self":[{"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/posts\/7503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/comments?post=7503"}],"version-history":[{"count":0,"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/posts\/7503\/revisions"}],"wp:attachment":[{"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/media?parent=7503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/categories?post=7503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/honeypotmarketing.com\/es\/wp-json\/wp\/v2\/tags?post=7503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}