{"id":3108,"date":"2018-10-05T19:57:32","date_gmt":"2018-10-05T19:57:32","guid":{"rendered":"https:\/\/prettylinks.com\/?p=3108"},"modified":"2022-04-08T18:25:42","modified_gmt":"2022-04-08T18:25:42","slug":"use-podcast-to-increase-conversions","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/es\/blog\/use-podcast-to-increase-conversions\/","title":{"rendered":"C\u00f3mo aumentar sus conversiones con un podcast"},"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-69e616fa8c093\" 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-69e616fa8c093\"  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\/use-podcast-to-increase-conversions\/#A_Primer_on_Podcasting\" >Introducci\u00f3n al podcasting<\/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\/use-podcast-to-increase-conversions\/#How_You_Can_Use_a_Podcast_to_Increase_Conversions\" >C\u00f3mo utilizar un podcast para aumentar las conversiones<\/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\/use-podcast-to-increase-conversions\/#1_Increase_Awareness_of_Your_Brand\" >1. Aumente la notoriedad de su marca<\/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\/use-podcast-to-increase-conversions\/#2_Position_Yourself_as_an_Authority\" >2. Posicionarse como autoridad<\/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\/use-podcast-to-increase-conversions\/#3_Provide_Value_to_Your_Existing_Customers\" >3. Aporte valor a sus clientes actuales<\/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\/use-podcast-to-increase-conversions\/#Conclusion\" >Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>El podcasting ha existido desde los albores de Internet de alta velocidad, como una forma de compartir audio en l\u00ednea en un formato serializado. Hoy en d\u00eda parece que hay podcasts sobre casi todos los temas, y hay una buena raz\u00f3n para ello. Esto se debe a que los podcasts son en realidad una forma inteligente de aumentar las conversiones.<\/p>\n\n\n\n<p>De hecho, organizar un podcast ofrece muchas ventajas potenciales para el marketing. Adem\u00e1s de consolidar su posici\u00f3n como autoridad en su nicho, tambi\u00e9n puede ayudarle a aumentar las ventas y promocionar su marca entre clientes nuevos y existentes.<\/p>\n\n\n\n<p>En este art\u00edculo examinaremos los aspectos b\u00e1sicos del podcasting desde la perspectiva del marketing. Tambi\u00e9n le mostraremos c\u00f3mo puede utilizar un podcast como parte de su embudo de conversi\u00f3n. Empecemos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Primer_on_Podcasting\"><\/span>Introducci\u00f3n al podcasting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>El propio t\u00e9rmino \"podcast\" se <a href=\"https:\/\/www.theguardian.com\/media\/2004\/feb\/12\/broadcasting.digitalmedia\" target=\"_blank\" rel=\"noopener\">acu\u00f1ado en 2004<\/a>como combinaci\u00f3n de las palabras \"iPod\" y \"broadcast\". Aunque el fen\u00f3meno real es a\u00fan m\u00e1s antiguo, ya que&nbsp;<a href=\"https:\/\/www.voices.com\/blog\/planning-your-podcast\/\" target=\"_blank\" rel=\"noopener\">radio en la web<\/a> apareci\u00f3 ya en los a\u00f1os 90, pero no fue hasta que se generaliz\u00f3 el acceso a Internet de alta velocidad cuando el concepto despeg\u00f3 de verdad.<\/p>\n\n\n\n<p>En pocas palabras, un podcast consiste en archivos de audio que suelen publicarse como una serie de episodios, que los usuarios pueden escuchar en streaming o descargar mediante una aplicaci\u00f3n espec\u00edfica. Hoy en d\u00eda se calcula que hay <a href=\"https:\/\/www.podcastinsights.com\/podcast-statistics\/\" target=\"_blank\" rel=\"noopener\">m\u00e1s de 550.000 podcasts<\/a>&nbsp;en l\u00ednea, que cubren b\u00e1sicamente todos los temas que puedas imaginar.<\/p>\n\n\n\n<p>Gran parte de este crecimiento se debe a la mayor accesibilidad de Internet. Sin embargo, tambi\u00e9n se debe a lo f\u00e1cil que es encontrar las herramientas necesarias para producir uno. Hoy basta con un micr\u00f3fono b\u00e1sico, un programa gratuito de edici\u00f3n de audio como <a href=\"https:\/\/www.audacityteam.org\/\" target=\"_blank\" rel=\"noopener\">Audacity<\/a>y un lugar donde alojar tus episodios. Muchos sitios ofrecen este servicio, como por ejemplo <a href=\"https:\/\/www.libsyn.com\/\" target=\"_blank\" rel=\"noopener\">Libsyn<\/a>, <a href=\"https:\/\/soundcloud.com\/for\/podcasting\" target=\"_blank\" rel=\"noopener\">SoundCloud<\/a>y <a href=\"https:\/\/www.podbean.com\/\" target=\"_blank\" rel=\"noopener\">PodBean<\/a>.<\/p>\n\n\n\n<p>Eso es realmente todo lo que necesitas para grabar tus episodios, editarlos y alojarlos en l\u00ednea. Incluso puedes&nbsp;<a href=\"https:\/\/itunespartner.apple.com\/podcasts\/\" target=\"_blank\" rel=\"noopener\">env\u00ede su podcast<\/a> a puntos de venta como iTunes, donde los usuarios podr\u00e1n encontrar y descargar su programa, o puede presentarlos en su propio sitio web.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_You_Can_Use_a_Podcast_to_Increase_Conversions\"><\/span>C\u00f3mo utilizar un podcast para aumentar las conversiones<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Quiz\u00e1 haya pensado en crear un podcast, pero no est\u00e1 seguro de si merece la pena dedicarle tiempo y esfuerzo. Aunque no es la estrategia adecuada para <em>cada<\/em> situaci\u00f3n, hay un mont\u00f3n de beneficios a la ejecuci\u00f3n de un podcast para su sitio web o negocio.<\/p>\n\n\n\n<p>Veamos ahora tres de las principales ventajas, centr\u00e1ndonos en c\u00f3mo un podcast puede encajar en su conjunto&nbsp;<a href=\"https:\/\/prettylinks.com\/es\/blog\/a-beginners-guide-to-conversion-funnels-and-how-to-optimize-yours\/\" target=\"_blank\" rel=\"noopener\">embudo de conversi\u00f3n<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Increase_Awareness_of_Your_Brand\"><\/span>1. Aumente la notoriedad de su marca<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Un podcast puede ayudarle a aumentar su <a href=\"https:\/\/en.wikipedia.org\/wiki\/Brand_awareness\" target=\"_blank\" rel=\"noopener\">notoriedad de marca<\/a>y llegar a usuarios que de otro modo nunca habr\u00edan llegado a su sitio. Si lo piensa, esto tiene mucho sentido. Por ejemplo, puede haber docenas de sitios en su nicho de marketing particular, pero el n\u00famero de podcasts dedicados en ese mismo nicho probablemente ser\u00e1 sustancialmente menor.<\/p>\n\n\n\n<p>Como tal, puede utilizar su programa para <a href=\"https:\/\/www.practicalecommerce.com\/Podcasting-Can-Increase-Brand-Awareness\" target=\"_blank\" rel=\"noopener\">publicite su marca<\/a> a una nueva audiencia. Esto tambi\u00e9n le da la oportunidad de comercializar directamente con sus oyentes, proporcion\u00e1ndoles informaci\u00f3n sobre productos y dejando claro c\u00f3mo puede ayudarles.<\/p>\n\n\n\n<p>Sin embargo, la clave aqu\u00ed es no utilizar su podcast \u00fanicamente como herramienta de marketing. Nadie quiere escuchar una retah\u00edla de anuncios. As\u00ed que, en primer lugar, c\u00e9ntrate en producir un programa atractivo y que merezca la pena, y despu\u00e9s <em>entonces<\/em> utilizar ese medio como herramienta de marketing de forma pertinente y discreta.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Position_Yourself_as_an_Authority\"><\/span>2. Posicionarse como autoridad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Adem\u00e1s de aumentar su visibilidad, un podcast es tambi\u00e9n una forma perfecta de darse a conocer o de dar a conocer su empresa. <a href=\"https:\/\/www.creativelive.com\/blog\/how-to-become-an-authority-in-your-field\/\" target=\"_blank\" rel=\"noopener\">como autoridad<\/a> en un nicho concreto. Si organizas un podcast que aporte mucho valor a tus oyentes, te posicionar\u00e1s no solo como uno de tantos competidores, sino como un destacado en tu campo.<\/p>\n\n\n\n<p>Esto puede ser de gran ayuda a la hora de generar inter\u00e9s y deseo por su marca, ya que es m\u00e1s probable que los oyentes se interesen por ella. A su vez, esto le brinda una oportunidad inmejorable para ofrecerles una <a href=\"https:\/\/www.affiliateroyale.com\/2018\/08\/ways-to-create-powerful-call-to-action\/\" target=\"_blank\" rel=\"noopener\">Llamada a la acci\u00f3n (CTA)<\/a>. Los oyentes de un podcast pueden <a href=\"https:\/\/www.fastcompany.com\/40533210\/branded-podcasts-are-the-ads-people-actually-want-to-listen-to\" target=\"_blank\" rel=\"noopener\">muy propensos a responder<\/a> a los CTA, siempre que sean relevantes.<\/p>\n\n\n\n<p>De nuevo, es f\u00e1cil ver por qu\u00e9 funciona. Si su podcast es atractivo, informativo o divertido, crea una sensaci\u00f3n de confianza e inversi\u00f3n. Conecta su marca con la experiencia de escuchar el podcast, creando asociaciones positivas que pueden perdurar durante mucho tiempo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Provide_Value_to_Your_Existing_Customers\"><\/span>3. Aporte valor a sus clientes actuales<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Por \u00faltimo, los podcasts no s\u00f3lo sirven para captar nuevos clientes. De hecho, son igualmente \u00fatiles cuando se trata de <a href=\"https:\/\/www.businessknowhow.com\/marketing\/marshall.htm\" target=\"_blank\" rel=\"noopener\">atenci\u00f3n al cliente<\/a>. Por ejemplo, podr\u00eda combinar su podcast con su <a href=\"https:\/\/prettylinks.com\/es\/blog\/linking-tips-for-email-campaign\/\" target=\"_blank\" rel=\"noopener\">estrategia de marketing por correo electr\u00f3nico<\/a>y avise a los suscriptores del bolet\u00edn de noticias cuando se publiquen nuevos episodios. Esto les animar\u00e1 a seguir interactuando con tu marca a lo largo del tiempo.<\/p>\n\n\n\n<p>Incluso puede crear episodios relacionados espec\u00edficamente con las necesidades o comentarios de sus clientes. Por ejemplo, puede grabar episodios de preguntas y respuestas en los que responda a las preguntas de sus oyentes, o vincular uno de sus episodios a un acontecimiento reciente relacionado con su empresa. As\u00ed mantendr\u00e1 a sus clientes informados de lo que ocurre en su empresa y en su sector, al tiempo que le brinda una gran oportunidad de controlar el mensaje que se presenta.<\/p>\n\n\n\n<p>Al hacerlo, recuerde que la calidad es siempre lo primero. Los podcasts pueden ser una herramienta de marketing, pero hay que asegurarse de que merezca la pena escucharlos. Independientemente de que proporcione la mejor informaci\u00f3n, tenga las bromas m\u00e1s divertidas o sea el que m\u00e1s interact\u00faa con su audiencia, el podcast en s\u00ed tiene que aportar un valor que no se pueda obtener en ning\u00fan otro sitio. De lo contrario, su p\u00fablico potencial perder\u00e1 inter\u00e9s y su trabajo ser\u00e1 en vano.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>El sector de los podcasts crece d\u00eda a d\u00eda, y no deber\u00eda sorprendernos. Crear contenidos de audio f\u00e1ciles de digerir para nichos espec\u00edficos ofrece una serie de ventajas, tanto creativas como lucrativas.<\/p>\n\n\n\n<p>En este art\u00edculo, hemos analizado algunas de las formas en que un podcast puede ayudarle a aumentar sus conversiones. Entre ellas:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Aumente la notoriedad de su marca.<\/li>\n\n\n\n<li>Posicionarse como una autoridad.<\/li>\n\n\n\n<li>Aporte valor a sus clientes actuales.<\/li>\n<\/ol>\n\n\n\n<p><em>\u00bfTiene alguna pregunta sobre c\u00f3mo utilizar su podcast para impulsar las conversiones?<\/em>? H\u00e1ganoslo saber en la secci\u00f3n de comentarios.<\/p>\n\n\n\n<p>Si te ha gustado este art\u00edculo, no dejes de seguirnos en <a href=\"https:\/\/www.facebook.com\/prettylink\/\"><strong>Facebook<\/strong><\/a>, <a href=\"https:\/\/twitter.com\/prettylink?lang=en\"><strong>Twitter<\/strong><\/a>, <a href=\"https:\/\/www.pinterest.com\/memberpressplugin\/\"><strong>Pinterest<\/strong><\/a>y <a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\"><strong>LinkedIn<\/strong><\/a>\u00a1! Y no olvide suscribirse a nuestro bolet\u00edn de noticias.<\/p>","protected":false},"excerpt":{"rendered":"<p>El podcasting ha existido desde los albores de Internet de alta velocidad, como una forma de compartir audio en l\u00ednea en un formato serializado. Hoy en d\u00eda parece que hay podcasts sobre casi todos los temas, y hay una buena raz\u00f3n para ello. Esto se debe a que los podcasts son en realidad una forma inteligente de aumentar las conversiones. De hecho,...<\/p>","protected":false},"author":11450,"featured_media":8639,"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":[137,139,142],"class_list":["post-3108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-conversion-funnel","tag-conversions","tag-podcasts"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Podcasts are a valuable tool for increasing conversions and building awareness. 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