{"id":3084,"date":"2018-09-14T16:31:33","date_gmt":"2018-09-14T16:31:33","guid":{"rendered":"https:\/\/prettylinks.com\/?p=3084"},"modified":"2020-01-13T02:01:57","modified_gmt":"2020-01-13T02:01:57","slug":"how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/","title":{"rendered":"C\u00f3mo aprovechar el miedo a perderse algo (FOMO) en su marketing"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenido<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69df53f43806c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69df53f43806c\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/#An_Introduction_to_Fear_Of_Missing_Out_FOMO_Marketing\" >Introducci\u00f3n al marketing del miedo a perderse algo (FOMO)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/#How_to_Leverage_FOMO_in_Your_Marketing_3_Techniques\" >C\u00f3mo aprovechar el FOMO en su marketing (3 t\u00e9cnicas)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/#1_Highlight_Exclusivity\" >1. Destacar la exclusividad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/#2_Create_a_Sense_of_Urgency\" >2. Crear una sensaci\u00f3n de urgencia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/#3_Drive_Competition_with_View_Stats\" >3. Impulsar la competencia con estad\u00edsticas de visitas<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-leverage-the-fear-of-missing-out-fomo-in-your-marketing\/#Conclusion\" >Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n<p><span style=\"font-weight: 400;\">Nadie quiere sentirse excluido, sobre todo si se trata de algo positivo o valioso. Tanto si se trata de un gran descuento en un producto como de una oferta por tiempo limitado o una prueba gratuita, la sensaci\u00f3n de exclusividad puede animar a la gente a actuar con rapidez.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esto se conoce como <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Fear_of_missing_out\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Miedo a perderse algo (FOMO)<\/span><\/a><span style=\"font-weight: 400;\">y puede ser una poderosa motivaci\u00f3n en el proceso de toma de decisiones de una persona. Si puedes aprovechar este sentimiento en tu marketing, podr\u00e1s crear campa\u00f1as de vinculaci\u00f3n m\u00e1s eficaces en todos los \u00e1mbitos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En este art\u00edculo hablaremos de c\u00f3mo <a href=\"https:\/\/prettylinks.com\/go\/fomo\/\" title=\"Enlace de afiliaci\u00f3n de FOMO\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">FOMO<\/a> y c\u00f3mo puede afectar a su p\u00fablico objetivo. Tambi\u00e9n le mostraremos algunas formas en las que puede utilizar <a href=\"https:\/\/prettylinks.com\/go\/fomo\/\" title=\"Enlace de afiliaci\u00f3n de FOMO\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">FOMO<\/a> en sus esfuerzos de marketing. Pong\u00e1monos manos a la obra.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"An_Introduction_to_Fear_Of_Missing_Out_FOMO_Marketing\"><\/span><span style=\"font-weight: 400;\">Introducci\u00f3n al marketing del miedo a perderse algo (FOMO)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u00bfAlguna vez has navegado por Facebook y te has puesto celoso por todas las cosas chulas que hacen tus amigos y t\u00fa no? <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Fear_of_missing_out\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Miedo a perderse algo (FOMO)<\/span><\/a><span style=\"font-weight: 400;\"> es la sensaci\u00f3n que tienes cuando percibes que puedes quedarte fuera de algo positivo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/prettylinks.com\/go\/fomo\/\" title=\"Enlace de afiliaci\u00f3n de FOMO\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">FOMO<\/a> puede afectar sutilmente a tu vida cotidiana de muchas maneras. Por ejemplo, si ves que tus amigos van a ir a una fiesta, es m\u00e1s probable que confirmes tu asistencia. Sin embargo,&nbsp;<\/span><span style=\"font-weight: 400;\">El FOMO tambi\u00e9n puede influir en el comportamiento del consumidor, y puede ser muy eficaz si se aprovecha en un contexto de marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hay una raz\u00f3n por la que las marcas intentan enfatizar la escasez y popularidad de sus productos. Si pensamos que Airbnb se est\u00e1 quedando sin habitaciones, es m\u00e1s probable que sintamos urgencia por reservar un viaje&nbsp;<\/span><i><span style=\"font-weight: 400;\">ahora:<\/span><\/i><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3085 size-full\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-02-at-5.01.09-PM.png\" alt=\"Un sitio de viajes para encontrar alojamiento en Roma.\" width=\"800\" height=\"318\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-02-at-5.01.09-PM.png 800w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-02-at-5.01.09-PM-300x119.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-02-at-5.01.09-PM-768x305.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Este tipo de t\u00e1ctica tambi\u00e9n puede ayudar a&nbsp;<\/span><span style=\"font-weight: 400;\">aumente sus conversiones<\/span><span style=\"font-weight: 400;\">. Por ejemplo, si&nbsp;<\/span><span style=\"font-weight: 400;\">Si retienes un consejo \"exclusivo\" s\u00f3lo para tus seguidores de Facebook, los visitantes pueden animarse a seguir tu p\u00e1gina para enterarse de todo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por supuesto, es importante <\/span><a href=\"https:\/\/60secondmarketer.com\/blog\/2017\/11\/14\/using-fear-missing-ethically-marketers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">utilizar el FOMO en el marketing de forma \u00e9tica<\/span><\/a><span style=\"font-weight: 400;\">. Las investigaciones demuestran que las personas pueden agotarse por el uso excesivo de esta t\u00e1ctica. Es posible que t\u00fa mismo lo hayas experimentado despu\u00e9s de pasar demasiadas horas en las redes sociales. Aunque el FOMO puede ser bastante eficaz, aseg\u00farate de utilizarlo con moderaci\u00f3n y s\u00f3lo para las iniciativas m\u00e1s importantes.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Leverage_FOMO_in_Your_Marketing_3_Techniques\"><\/span><span style=\"font-weight: 400;\">C\u00f3mo aprovechar el FOMO en su marketing (3 t\u00e9cnicas)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ahora que ya hemos visto las ventajas de utilizar el FOMO en su marketing, repasemos c\u00f3mo aplicarlo con eficacia. Los tres consejos siguientes pueden ayudarle a sacar el m\u00e1ximo partido de esta valiosa estrategia.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Highlight_Exclusivity\"><\/span><b>1. Destacar la exclusividad<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Uno de los principios fundamentales del FOMO es que cuanto m\u00e1s exclusiva sea su marca o producto, m\u00e1s clientes sentir\u00e1n que necesitan tenerlo. Esto significa que, para activar el sentimiento de FOMO en tus clientes potenciales, tendr\u00e1s que dejar muy claro lo exclusivo que es lo que ofreces:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3088\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/exclusive-offer.png\" alt=\"Una oferta de cup\u00f3n exclusiva.\" width=\"800\" height=\"343\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/exclusive-offer.png 772w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/exclusive-offer-300x129.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/exclusive-offer-768x329.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Esto puede significar hacer saber a la gente que un extra en particular s\u00f3lo est\u00e1 disponible para un segmento espec\u00edfico de su audiencia, como sus seguidores de Twitter o <a href=\"https:\/\/prettylinks.com\/es\/blog\/linking-tips-for-email-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\">suscriptores de listas de correo electr\u00f3nico<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n puede hacer que oportunidades como las rebajas sean m\u00e1s tentadoras haciendo que los clientes sientan que estos eventos s\u00f3lo est\u00e1n disponibles para ellos. Por ejemplo, puede enviar a sus mejores clientes un enlace exclusivo para encargar por adelantado su nuevo producto antes de que salga al mercado, o crear un c\u00f3digo de descuento especial s\u00f3lo para los miembros de su tarjeta de fidelizaci\u00f3n. Una vez m\u00e1s, es fundamental dejar claro que nadie m\u00e1s recibe estas ofertas especiales.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Create_a_Sense_of_Urgency\"><\/span><b>2. Crear una sensaci\u00f3n de urgencia<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s de la exclusividad, tambi\u00e9n es importante insistir en la puntualidad. Si los clientes tienen la sensaci\u00f3n de que algo s\u00f3lo est\u00e1 disponible durante un tiempo limitado, estar\u00e1n m\u00e1s tentados de actuar con rapidez antes de que desaparezca. En otras palabras, ofrecer una oferta que caduca pronto es una forma segura de activar el sentimiento de FOMO.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por ejemplo, puede crear un producto o contenido especial con una tirada deliberadamente peque\u00f1a. Productos como <\/span><a href=\"https:\/\/thesoundofvinyl.com\/*\/Limited-Edition\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">discos de tirada limitada<\/span><\/a><span style=\"font-weight: 400;\"> Al fin y al cabo, a menudo se convierten en objetos de coleccionista, y los clientes pueden apresurarse a comprar uno antes de que se agoten:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3086 size-full\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-03-at-5.23.39-PM.png\" alt=\"Una colecci\u00f3n de discos de edici\u00f3n limitada.\" width=\"800\" height=\"406\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-03-at-5.23.39-PM.png 800w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-03-at-5.23.39-PM-300x152.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-03-at-5.23.39-PM-768x390.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">El mismo principio funciona para casi cualquier cosa que pueda vender u ofrecer a cambio de algo de valor (como la suscripci\u00f3n a una lista de correo electr\u00f3nico).&nbsp;<\/span><span style=\"font-weight: 400;\">Evite la tentaci\u00f3n de volver a ofrecer el art\u00edculo m\u00e1s adelante. Si lo hace, su p\u00fablico se dar\u00e1 cuenta r\u00e1pidamente de que sus ofertas \"limitadas\" no son realmente tan sensibles al tiempo, lo que reducir\u00e1 el FOMO que experimentar\u00e1n.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Drive_Competition_with_View_Stats\"><\/span><b>3. Impulsar la competencia con estad\u00edsticas de visitas<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Por \u00faltimo, una t\u00e9cnica poco utilizada pero eficaz es permitir que sus clientes potenciales vean lo que est\u00e1n comprando los dem\u00e1s. Puede crear una sensaci\u00f3n de competencia (y el consiguiente miedo a comprar) mostrando estad\u00edsticas sobre cu\u00e1ntas personas est\u00e1n mirando un producto espec\u00edfico en este momento, o mostrando las compras m\u00e1s recientes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por ejemplo, si su sitio web muestra que s\u00f3lo quedan tres unidades de un determinado art\u00edculo en stock y otros cinco visitantes tienen ese art\u00edculo en sus carritos, cualquiera que mire el producto sentir\u00e1 que necesita hacer una compra r\u00e1pidamente. En WordPress, puede implementar esta funci\u00f3n utilizando la funci\u00f3n <\/span><a href=\"https:\/\/wordpress.org\/plugins\/sales-pop\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Notificaci\u00f3n de ventas en directo de WooCommerce<\/span><\/a><span style=\"font-weight: 400;\">&nbsp;plugin:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3089\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/live-sales-woocommerce-plugin.png\" alt=\"El plugin WooCommerce Live Sales Notification.\" width=\"800\" height=\"256\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/live-sales-woocommerce-plugin.png 1030w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/live-sales-woocommerce-plugin-300x96.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/live-sales-woocommerce-plugin-1024x328.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2018\/09\/live-sales-woocommerce-plugin-768x246.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Independientemente de c\u00f3mo lo aplique, recordar a los visitantes que est\u00e1n \"compitiendo\" con todos los dem\u00e1s que desean realizar una compra en su sitio web es una de las t\u00e9cnicas FOMO m\u00e1s \u00fatiles de su arsenal.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"font-weight: 400;\">Conclusi\u00f3n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para persuadir a tus usuarios de que se conviertan, tienes que dejarles claro en qu\u00e9 les beneficia hacerlo. Un m\u00e9todo perfecto para ello es aprovechar su miedo innato a perderse algo, que puede animarles a atacar ahora en lugar de dejar la compra para m\u00e1s adelante.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En este art\u00edculo, hemos hablado de las ventajas de aprovechar el FOMO en su marketing. Tambi\u00e9n hemos tratado las siguientes formas de hacerlo:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Destaque la exclusividad.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cree una sensaci\u00f3n de urgencia.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Impulsa la competencia con estad\u00edsticas de vistas.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">\u00bfTiene alguna pregunta sobre el uso de FOMO en sus campa\u00f1as de marketing? H\u00e1ganoslo saber en la secci\u00f3n de comentarios.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Nadie quiere sentirse excluido, sobre todo si se trata de algo positivo o valioso. Tanto si se trata de un gran descuento en un producto, una oferta por tiempo limitado o una prueba gratuita, la sensaci\u00f3n de exclusividad puede animar a la gente a actuar con rapidez. Es lo que se conoce como \"miedo a perderse algo\" (FOMO), y puede...<\/p>","protected":false},"author":11450,"featured_media":3098,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-3084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"If you want to convince your audience to convert, you&#039;ll need to pull out all the stops. 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