Marketing Viral con Ebooks para Tu Negocio

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Marketing viral, uno lo pasa a otros, que a su vez lo pasan a otros

Marketing Viral con ebooks

Marketing viral se le llama a toda acción en el mercado que se reproduce a la manera de un virus. Por ejemplo, un cliente recibe un email con una promoción gratuita y luego se lo pasa a sus contactos y estos a sus contactos, etc. El ejemplo histórico más conocido en Internet es Hotmail, que ofreciendo correo electrónico gratuito logró millones de usuarios en relativamente corto tiempo.

Una de las formas más poderosas de hacer marketing viral es mediante la distribución de ebooks. Los ebooks o libros digitales son libros que en lugar de estar escritos en papel están grabados en archivos informáticos (yo, por ejemplo, los escribo con el editor de textos de OpenOffice y luego los convierto a PDF).

El objetivo es hacer que se acerquen clientes target: escribes un material sobre tu tópico, lo pones en PDF y lo obsequias a tus clientes y visitantes incentivándolos a que se lo pasen a sus amigos (el incentivo puede ser un programa de afiliados mediante el cual les pagas una comisión por cada uno de sus amigos que realice una compra en tu sitio, algún tipo de premiación, descuento o beneficio por el simple hecho de enviar referidos, etc).

  • No se trata de convertirse en Cortázar. Si tienes un negocio es seguro que tienes conocimientos que otra gente estaría dispuesta a pagar para tener en sus propios cerebros, y que obviamente recibirá de buen grado si se los regalas.
  • El cálculo es simple. Si lo entregas a 100 personas, y cada una de ellas se lo entrega a 2 personas, que a su vez lo entregan a 2 personas, que a su vez lo entregan a 2 personas, y a sí sucesivamente, tu obra maestra simple-y-relativa-a-tu-especialidad puede convertirse en un propagador automático de tu nombre a lo largo y ancho del mundo.
  • Si lo que escribes le sirve a la gente, pronto serás una voz autorizada en el tema. Ese material hará la tarea de pre-venta. Construirá la credibilidad que ellos necesitan ver en ti para contratarte o comprarte.
  • Cuando esa gente llegue a tu sitio Web vía los enlaces del libro, estará en el estado mental adecuado (abierto) para cerrar trato. Es mucho más probable que quiera comprar.
  • Ciertamente, si el tuyo es un producto o servicio online, automáticamente estarás ampliando tu mercado potencial a todo el mundo.
  • Si sólo puedes atender a gente de tu área, no hay porqué desperdiciar las visitas de otras partes: busca ebooks (o software) de terceros que tengan un programa de afiliados y ganarás una comisión de entre el 30 y el 50% por cada venta. O puedes escribir una versión más completa de tu ebook gratuito y ponerle un precio. Como te dije más arriba, alguna gente estará encantada de pagarte para acceder a esa información que les hará ganar más, les ahorrará tiempo o les facilitará la vida.
  • Hay dos temas claves para que la gente pase la voz: el contenido y el incentivo. Aunque la idea es hacerlo simple, el contenido no debe ser mediocre (nadie quiere pasar información que no es en alguna medida valiosa). Y debe haber un incentivo (en algunos casos ser el portavoz de información de valor es suficiente incentivo, pero por lo general la gente necesita algún tipo de premio más directo para tomarse el trabajo).

 

 

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