Conseguir que tu audiencia crezca es un objetivo que tienes que tener declarado, y centrar todos tus esfuerzos en lograrlo, y hacerlo bien
Quienes desarrollamos una estrategia de contenidos queremos, en el fondo, crear una gran audiencia, que atienda nuestros mensajes y los pongan en valor. Queremos, además, que los compartan con sus propias audiencias. Para que nuestro mensaje se multiplique, por supuesto, y multiplique así las consecuencias positivas de nuestra actividad.
En post anteriores ya hemos dejado claras bastantes cosas. Por ejemplo, que en un mundo digital saturado de contenidos, ya no vale con realizar el mejor contenido del mundo. Que la calidad no garantiza nada si no lleva consigo un notable esfuerzo por viralizar.
O que muchas veces resulta mucho más interesante, enriquecedor, eficiente, conseguir llegar a una pequeña audiencia que conversa contigo, participa de tu actividad, te cuestiona, te matiza o te da la razón. Muy por encima de una gran comunidad de seguidores fantasma que no tienen nada que ver contigo, que no comparten tus intereses ni inquietudes, y que están ahí porque un día le dieron al botón de Follow sin pensar demasiado.
Pero quienes comienzan a desarrollar una estrategia de contenidos tienen que tener muy claros algunos aspectos que, sin duda, marcarán el éxito o fracaso de su actividad.
[tweetshare tweet=»Si quieres que tu comunidad crezca, preocúpate primero por atender a la audiencia que ya tienes. #Engagement» username=»aibarrondo»]
Paul Jarvis, es uno de esos talentos creativos a quienes conviene leer de vez en cuando. Ha publicado algunos libros muy interesantes, como Everything I Know (English Edition)
1. Empieza a trabajar tu audiencia actual
Jarvis señala que lo primero que tienes que hacer es comenzar con la audiencia que ya tienes. Si eres un particular, tienes que pensar en la gente con quien has trabajado, con quien compartes inquietudes personales, con quien hablas por teléfono, por mail o en el bar. Con quien compartes proyectos… Gente a la que respetas y que te respeta. Y con quien tienes una relación regular.
Si eres una empresa o institución, lo mismo. Esos clientes, proveedores, trabajadores, socios, con quienes ya trabajas la relación y compartes intereses.
Escribe para ellos, crea para ellos. Piensa en ellos y cómo les va a ayudar tu contenido, cuando lo estás creando. Trabaja desde su punto de vista, no desde el tuyo. Si no puedes crear contenido que interesa a la gente que te conoce y respeta y viceversa, ¿cómo lo vas a hacer para mil, diez mil o diez millones de personas?
“Asegúrate de que estás escuchando, que comunicas, que ayudas a la gente que ya te está prestando atención. Son lo más importante para ti”.
Una buena recomendación puede ser crear cada pieza de contenido pensando en una persona concreta (el famoso buyer persona) y tratando de resolver preguntas como ¿por qué este contenido le va a interesar?, ¿qué puedo hacer para que le resulte útil?, ¿crees que lo querrá compartir a su audiencia?, ¿por qué?
2. Cuida el mensaje
Lo siguiente a considerar es el mensaje. Y esto no es lo que tú les quieres contar, o lo que les quieres vender. Piensa en los valores que te representan y que te van a hacer único. Y conviértelos en una forma de comunicar. Piensa en tu forma de expresarte. En crear valor. Genera contenido con carácter.
Tu contenido te representa, y tiene que mostrar tu carácter personal. No hay nada peor que tratar de ser quien no eres, ni lo que no eres. Ya dijimos que un tipo soso y aburrido no puede resultar interesante y encantador en Twitter. Es imposible.
[tweetshare tweet=»El contenido que generas te representa, y tiene que mostrar tu carácter personal #content» username=»aibarrondo»]
Mucha gente comparte el mismo tema que tú, y crea a diario contenido épico sobre la materia en la que tú quieres destacar. Piensa en los motivos por los que alguien va a acostumbrarse a leer/criticar/conversar contigo y no con la competencia. Y piensa y lleva a cabo cada acción que provoque ese enganche emocional que haga que tu audiencia crezca y se fidelice con cada acción que lleves a cabo. Cuando tienes un encuentro personal con él, reconócele. Cuando te deja un comentario, agradéceselo, cuando sabes que te está escuchando (es una metáfora), pregúntale o interésate. Descubre qué temas le preocupa y, sólo si puedes, dale una respuesta… Empatiza, que algo queda.
“A menos que tus mensajes sean interesantes para los dos –para ti y para tu audiencia- uno de los dos se aburrirá tarde o temprano y se irá”, dice Paul Jarris. Y eso no puede pasar, ¿verdad?
“Tu audiencia actual, tu mensaje y tu voz, son tus áreas de trabajo. Trabájalas, y después de hacerlo piensa por qué la audiencia va a crecer. Y empieza por darte cuenta de que si quieres que tu comunidad crezca, debes pensar en cada actividad que realizas, en los motivos que van a llevar a tu público a compartir tus contenidos con su propia red. Si dices algo ingenioso, interesante, entretenido o útil. ¿Van ellos a conseguir que su comunidad crezca también, compartiendo lo que les cuentas? Si es así, adelante. Si no, dale una vuelta :-).
[tweetshare tweet=»Si tus mensajes no son interesantes para ti y para tu audiencia, uno de los dos se aburrirá y se irá» username=»aibarrondo»]
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