Los SERVICIOS ocupan el espacio más grande en el mundo de los negocios y a la vez, los servicios son la oportunidad de negocios más pasada por alto en Internet. Pero si ofrecieras tus servicios online, tenlo por seguro, incrementarías notablemente tu potencial de ingresos. Vender servicios online es un marketing de servicios de costo comparativamente muy pequeño.
El mundo tiene tal diversidad de personas, que casi cualquiera tiene una especialidad en algún tema que puede vender a otro. Quizás ya lo estás haciendo, pero probablemente nunca pensaste seriamente en el inmenso potencial de la Web para generar nuevos clientes.
Cualquiera sea tu actividad
* diseñador de interiores
* dibujante de historietas
* importador/exportador
* especialista en inversiones en el extranjero
* experto en Taekwondo y Defensa Personal
* contadora especializada en impuestos
* redactor publicitario
* entrenadora en cualquier cosa
* editor de artículos médicos
* experta en medicamentos
* traductor
* asesora de imagen
* diseñador de moda
* astróloga
* etc… la lista es interminable,
…crear un Sitio con contenido relacionado con tu servicio es una movida de negocios muy inteligente. Especialmente ahora que la gente usa la Internet cada vez más como fuente de información.
Por eso debes crear un sitio que encante a tus VISITANTES, debido a su valiosa información y…
Un sitio que los motores de búsqueda listen y posicionen alto!
Pero veamos.
Qué hace -ONLINE- la mayoría de los vendedores de servicios para agregar nuevos clientes y edificar un negocio online exitoso?
El mínimo esfuerzo de construir un sitio Web de una sola página, estilo resumen, que simplemente habla de sus capacidades… («Aquí estoy, llámeme si está interesado», una presentación demasiado pasiva, que no responde la pregunta más importante para los visitantes: «qué hay de bueno para mí en esto?»)
O…
Pone un sitio estilo folleto que nadie visita (No hay páginas Web optimizadas apropiadamente para los motores de búsqueda, lo cual equivale a no estar presente cuando los buscadores indagan por información en la Web)
O…
Pone un aviso de sus servicios en algún sitio de clasificados (Uno más entre cientos/miles de competidores)
Estas estrategias NO son efectivas. Punto.
En lugar de eso, TIENES que seguir este camino:
Comienza pensando en cómo un cliente potencial buscará a un NUEVO proveedor de servicios. Meterse en su forma de pensar es crítico para plantear tu estrategia consistentemente.
Y sigue estos 3 pasos esenciales:
Primero: haz que el cliente te ENCUENTRE a ti
Para eso, usa tácticas efectivas de marketing -online y offline- para hacerte conocer.
Alcanza un buen ranking en los resultados de las búsquedas en buscadores (entre los 10-20 primeros) de forma que sea fácil para la gente encontrarte y visitar tu sitio.
En todo lo que hagas, digas y escribas, estimula las recomendaciones boca-a-boca.
Segundo: haz que el cliente te conozca y confíe en ti
Edifica credibilidad proveyendo contenido de alto valor en tu sitio Web. Muestra a los prospectos que compartes SUS mejores intereses y que puedes adaptar o personalizar tu servicio para adaptarse a sus necesidades individuales.
Alimenta una relación duradera mediante un boletín electrónico gratuito que incremente la confianza y fomente la visión de que tú eres una «autoridad» en tu campo. Hacer un delivery de contenido valioso a los suscriptores es muy importante, especialmente si quieres VENDER SERVICIOS ONLINE.
El boletín… crea CONFIANZA, es tu tarjeta de presentación, desarrolla el sentido de «pertenencia» en tus suscriptores.
Tercero: haz que el prospecto te vea a TI y a TU SERVICIO como la satisfacción de un deseo o la solución a un problema
A través del contenido de tu sitio Web y boletín, muestra a tus clientes potenciales que puedes proveerles las soluciones que están buscando. TU SERVICIO resolverá sus problemas, les ayudará a cumplir sus sueños, mejorará sus vidas y/o incrementará los resultados de sus negocios. TÚ eres el experto que quieren y necesitan.
Una vez que has logrado en tus prospectos el esencial cimiento de la CONFIANZA, lo que resta es abierto y positivo. El prospecto te llama por teléfono o te envía un e-mail. Después de un intercambio satisfactorio tú ‘cierras el trato’. El contenido de tu sitio Web ha ayudado a convertir a un prospecto en CLIENTE mediante la CONFIANZA que él necesitaba para contactarte! Una situación GANAR-GANAR para ambos. Un gran Marketing de Servicios!
Éxito en Internet!
Autor: Miguel Ángel de Alzáa, http://www.marketineros.com. Este artículo puede ser republicado siempre que se incluya este texto, incluyendo el link operativo.
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