{"id":8273,"date":"2013-11-05T11:28:03","date_gmt":"2013-11-05T14:28:03","guid":{"rendered":"http:\/\/50.87.148.141\/~ncalden\/blog.fromdoppler.com\/?p=8273"},"modified":"2018-12-10T15:20:45","modified_gmt":"2018-12-10T18:20:45","slug":"como-medir-la-performance-de-tu-estrategia-de-inbound-marketing","status":"publish","type":"post","link":"https:\/\/fromdoppler.com\/blog\/como-medir-la-performance-de-tu-estrategia-de-inbound-marketing\/","title":{"rendered":"C\u00f3mo Medir la Performance de tu Estrategia de Inbound Marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9937\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/main4.png\" alt=\"Key Performance Indicators\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/main4.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/main4-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<p>A la hora de <strong>diagramar tu estrategia de inbound marketing<\/strong> (o marketing de atracci\u00f3n) resulta imprescindible <strong>definir con claridad cu\u00e1les van a ser sus KPIs<\/strong> (o Indicadores Clave de Desempe\u00f1o). Pero, \u00bfcu\u00e1les son exactamente? Desc\u00fabrelos en el siguiente post.<\/p>\n<p><!--more--><\/p>\n<h2>\u00bfQu\u00e9 Son los KPIs?<\/h2>\n<p>C\u00f3mo ya hemos explicado en un <a title=\"Inbound Marketing\" href=\" https:\/\/fromdoppler.com\/blog\/inbound-marketing-la-evolucion-del-marketing-online\/\" target=\"_blank\">post anterior<\/a>, <strong>el inbound marketing ha llegado para quedarse<\/strong>. Cuando hablamos de inbound marketing, hablamos de:<\/p>\n<ul>\n<li><a title=\"SEO\" href=\"https:\/\/fromdoppler.com\/blog\/seo-el-abc-del-posicionamiento-en-buscadores\/\" target=\"_blank\">Posicionamiento Web (SEO)<\/a><\/li>\n<li><a title=\"Redes Sociales\" href=\"http:\/\/mediawebplace.com\/para-que-sirven-las-redes-sociales\/\" target=\"_blank\">Redes Sociales<\/a><\/li>\n<li><a title=\"Email Marketing\" href=\"http:\/\/comercial.fromdoppler.com\/blog\" target=\"_blank\">Email Marketing<\/a><\/li>\n<li><a title=\"Marketing de Contenidos\" href=\" http:\/\/www.marketingdecontenidos.es\/faqs\/que-es-el-marketing-de-contenidos\/\" target=\"_blank\">Marketing de Contenidos<\/a>.<\/li>\n<\/ul>\n<p>Al tratarse de una estrategia que involucra distintos contenidos y medios de comunicaci\u00f3n, podr\u00edamos pensar que la medici\u00f3n de los resultados obtenidos podr\u00eda ser un tanto compleja. Sin embargo, <strong>la excelente capacidad de medici\u00f3n que nos proporcionan los medios digitales<\/strong>, nos <strong>permite definir con mayor claridad las m\u00e9tricas claves para evaluar el desempe\u00f1o<\/strong> de las acciones realizadas.<\/p>\n<h2>\u00bfC\u00f3mo se define un KPI?<\/h2>\n<p>Los indicadores de desempe\u00f1o se suelen redactar aplicando el acr\u00f3nimo<a title=\"SMART\" href=\"http:\/\/es.wikipedia.org\/wiki\/KPI\" target=\"_blank\"> SMART<\/a>, ya que deben ser eSpec\u00edficos (Specific), Medibles (Measurable), Alcanzables (Achievable), Relevantes (Relevant) y deben abarcar un determinado per\u00edodo de Tiempo (Timely).<\/p>\n<h2>KPIs del Posicionamiento Web<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9939\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/SEO.png\" alt=\"SEO\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/SEO.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/SEO-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Visitas:<\/h3>\n<p>El tr\u00e1fico proveniente de buscadores como Google es cada vez m\u00e1s importante, por lo que <strong>hoy en d\u00eda resulta imprescindible contar con una estrategia de SEO actualizada<\/strong>. Si buscas aprender m\u00e1s sobre las distintas pr\u00e1cticas para posicionar tu web, no dejes de leer este <a title=\"SEO\" href=\"https:\/\/fromdoppler.com\/blog\/seo-el-abc-del-posicionamiento-en-buscadores\" target=\"_blank\">post<\/a>.<\/p>\n<h3>Conversiones:<\/h3>\n<p>Se trata de la cantidad y el porcentaje de <strong>visitas provenientes de los buscadores que completan el ciclo en tu sitio web<\/strong> ya sea realizando una compra, suscribi\u00e9ndose a tu newsletter o realizando lo que hayas definido como tu objetivo.<\/p>\n<h3>Ingresos:<\/h3>\n<p>El flujo de dinero generado a partir de las <strong>conversiones producidas por<\/strong> las visitas provenientes de los motores de b\u00fasqueda<\/p>\n<p>. Calcula los ingresos totales as\u00ed como tambi\u00e9n el ingreso promedio por visita.<\/p>\n<h2>KPIs del Social Media<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8278\" title=\"Social Media\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/social_media.png\" alt=\"Social Media\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/social_media.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/social_media-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Crecimiento de Seguidores:<\/h3>\n<p>El aumento en el n\u00famero de seguidores, fans, etc. es normalmente una buena se\u00f1al, ya que <strong>significa un mayor alcance de tu marca y de tus mensajes<\/strong>. Sin embargo, no te conf\u00edes: <strong>cantidad no siempre es sin\u00f3nimo de calidad<\/strong>. Evita <a title=\"Pr\u00e1cticas poco \u00e9ticas\" href=\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\" target=\"_blank\">pr\u00e1cticas poco \u00e9ticas<\/a> y cortoplacistas para aumentar tu base de seguidores.<\/p>\n<h3>Clicks en los Enlaces:<\/h3>\n<p>Este ratio es un buen <strong>indicador de la relevancia de los contenidos que compartes<\/strong> con tu p\u00fablico objetivo.<\/p>\n<h3>Enlaces Compartidos:<\/h3>\n<p>Este indicador tambi\u00e9n es muy valioso para <strong>medir la performance de tu estrategia<\/strong>, ya que cada enlace compartido incrementa la posibilidad de <strong>aumentar tu base de seguidores<\/strong>.<\/p>\n<h3>Volumen de Publicaciones:<\/h3>\n<p>Esta m\u00e9trica permite evaluar la <strong>constancia y periodicidad con que publicas contenidos<\/strong>. Y, si bien parece sencillo de medir, generar los contenidos no lo es tanto.<\/p>\n<h2>KPIs en Email Marketing<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8280\" title=\"Email Marketing\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/email_marketing2.png\" alt=\"Email Marketing\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/email_marketing2.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/email_marketing2-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Tasa de Entrega:<\/h3>\n<p>Est\u00e1 representado por la cantidad y\/o porcentaje de <strong>emails que llegaron efectivamente a la casilla de nuestro suscriptor<\/strong>. Es una buena referencia sobre la <strong>calidad de tu base de datos y de tu servicio de email marketing<\/strong>.<\/p>\n<h3>Tasa de Apertura:<\/h3>\n<p>Corresponde a la cantidad y\/o porcentaje de <strong>emails que fueron abiertos<\/strong> sobre el total enviado en tu campa\u00f1a. Representa un buen indicador acerca del <strong>inter\u00e9s que generas en tu target y de la calidad del asunto<\/strong> que definiste para tu campa\u00f1a.<\/p>\n<h3>Tasa de Clicks:<\/h3>\n<p>O CTR (Click-Through Rate). Indica el n\u00famero y\/o porcentaje de <strong>clicks efectuados en los enlaces incluidos<\/strong> en tu sitio web. Este indicador resulta clave para la medici\u00f3n del <strong>nivel de inter\u00e9s que han despertado tus contenidos o las piezas que env\u00edas<\/strong> en tus suscriptores, as\u00ed como tambi\u00e9n la <strong>efectividad de los llamados a la acci\u00f3n o CTAs<\/strong> (Calls to Action) que has elegido.<\/p>\n<h3>Tasa de Conversi\u00f3n:<\/h3>\n<p>\u00bfCu\u00e1ntas ventas\/suscripciones\/solicitudes de mayor informaci\u00f3n, etc. se generaron en mi sitio web a partir del env\u00edo de mi campa\u00f1a? Este KPI responder\u00e1 a tu pregunta. <strong>Resulta clave, para ello, que las estad\u00edsticas de ambos medios (email marketing y sitio web) se encuentren integradas entre s\u00ed<\/strong>.<\/p>\n<p>Doppler te ofrece <strong>informaci\u00f3n detallada sobre tu campa\u00f1a<\/strong> incluyendo estos y otros indicadores de su performance a trav\u00e9s de sus <strong>reportes estad\u00edsticos integrados con Google Analytics<\/strong>. De esta forma podr\u00e1s tomar decisiones basadas en resultados.<br \/>\n<a title=\"Doppler\" href=\"http:\/\/comercial.fromdoppler.com\/socialmedia\" target=\"_blank\">\u00a1Consigue una cuenta gratis ahora!<\/a><\/p>\n<h2>KPIs del Marketing de Contenidos<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8281\" title=\"Marketing de Contenidos\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/marketing_de_contenidos.png\" alt=\"Marketing de Contenidos\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/marketing_de_contenidos.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/marketing_de_contenidos-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3>Visitas \u00danicas:<\/h3>\n<p>Compara distintos tipos de publicaciones para determinar <strong>qu\u00e9 tipo de contenido resulta de mayor inter\u00e9s, a partir del n\u00famero de visitas generadas<\/strong> por el nuevo post publicado o la nueva p\u00e1gina incorporada a tu sitio web. \u00bfNecesitas m\u00e1s informaci\u00f3n sobre las visitas \u00fanicas? No te pierdas este <a title=\"Visitas \u00fanicas\" href=\"http:\/\/analyticsblog.es\/diferencia-entre-visitas-y-visitas-unicas\/\" target=\"_blank\">post<\/a>.<\/p>\n<h3>Ubicaci\u00f3n Geogr\u00e1fica:<\/h3>\n<p>Conocer la ubicaci\u00f3n geogr\u00e1fica de la mayor parte de tus visitantes <strong>te permitir\u00e1 adaptar el estilo, el tono y el tipo de informaci\u00f3n al perfil de tu target<\/strong>. Para conocerla, crearte una cuenta en <a title=\"Google Analytics\" href=\"http:\/\/www.google.com\/intl\/es\/analytics\/\" target=\"_blank\">Google Analytics<\/a> y registrar tu sitio.<\/p>\n<h3>Tr\u00e1fico M\u00f3vil:<\/h3>\n<p>Este KPI est\u00e1 cobrando cada vez mayor notoriedad, a partir del <strong>furor que ha generado el aumento del uso de dispositivos m\u00f3viles<\/strong> ( como smartphones, tablets, etc) en los \u00faltimos a\u00f1os. <strong>Si un mayor n\u00famero de visitas proviene de estos dispositivos, sabr\u00e1s que deber\u00e1s adaptar el contenido a sus pantallas<\/strong>, maximizando tu performance al hacerlo m\u00e1s visual y sint\u00e9tico.<\/p>\n<h3>Tasa de Rebote y Tiempo Promedio:<\/h3>\n<p>En t\u00e9rminos de contenido web, una <a title=\"Tasa de Rebote\" href=\"https:\/\/support.google.com\/analytics\/answer\/1009409?hl=es\" target=\"_blank\">tasa de rebote<\/a> alta indica que <strong>el material generado no se corresponde con lo que el usuario esperaba<\/strong> encontrarse el momento de ingresar a tu sitio. Asimismo, el<a title=\"Tiempo promedio de visita\" href=\"https:\/\/support.google.com\/analytics\/answer\/1006253?hl=es\" target=\"_blank\"> tiempo promedio de cada visita<\/a>es tambi\u00e9n un <strong>indicador de la relevancia de tus contenidos<\/strong> para tu p\u00fablico objetivo, ya que indica el tiempo que han pasado recorriendo tu sitio.<\/p>\n<h3>Comentarios:<\/h3>\n<p>Un post con muchos comentarios es un claro indicador del inter\u00e9s generado en tu audiencia. Sin embargo, <strong>un post con pocos comentarios no siempre indica falta de inter\u00e9s<\/strong>. A menudo la gente evita comentar y directamente demuestra su inter\u00e9s compartiendo el contenido en las redes sociales.<\/p>\n<h3>Impacto Social:<\/h3>\n<p>El<strong> n\u00famero de veces que dicho contenido fue compartido en las redes sociales<\/strong> es un claro indicador de la relevancia del mismo.<\/p>\n<p><strong>\u00bfHas aplicado los KPIs a tu estrategia de inbound marketing? \u00bfNo? \u00bfQu\u00e9 est\u00e1s esperando? \u00a1Recuerda que en marketing online, lo que no se mide, no puede mejorar!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A la hora de diagramar tu estrategia de inbound marketing (o marketing de atracci\u00f3n) resulta imprescindible definir con claridad cu\u00e1les van a ser sus KPIs (o Indicadores Clave de Desempe\u00f1o). Pero, \u00bfcu\u00e1les son exactamente? Desc\u00fabrelos en el siguiente post.<\/p>\n","protected":false},"author":30,"featured_media":8281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[711,9],"tags":[44,1157],"class_list":["post-8273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing","category-marketing","tag-email-marketing","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo medir resultados en Marketing Digital<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo aprovechar la informaci\u00f3n proporcionada por los medios digitales para definir indicadores de desempe\u00f1o para tu estrategia. 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