{"id":6756,"date":"2024-09-05T19:37:22","date_gmt":"2024-09-05T16:37:22","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6756"},"modified":"2024-09-13T13:24:02","modified_gmt":"2024-09-13T10:24:02","slug":"como-crear-una-propuesta-de-valor-efectiva-para-tus-campanas","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/como-crear-una-propuesta-de-valor-efectiva-para-tus-campanas\/masterbase\/","title":{"rendered":"C\u00f3mo crear una propuesta de valor efectiva para tus campa\u00f1as"},"content":{"rendered":"<h2>Imagina que has lanzado un producto nuevo e incre\u00edble que mejorar\u00e1 significativamente la vida de tus clientes.<\/h2>\n<h2>Luego creaste un mensaje para promocionarlo y lo env\u00edas a tu lista de contactos, pero cuando revisas tus m\u00e9tricas, observas una tendencia preocupante.<\/h2>\n<p>Si bien obtienes una tasa de apertura alta, tu porcentaje de clics es bajo. \u00bfPor qu\u00e9 tus contactos no se entusiasman con este nuevo producto?<\/p>\n<p>Podr\u00eda ser que la propuesta de valor escogida no haya sido la adecuada.<\/p>\n<h3>\u00bfQu\u00e9 es una propuesta de valor?<\/h3>\n<p>Es una breve declaraci\u00f3n que explica de forma concisa los beneficios que se obtienen del uso de un producto o servicio en particular, y constituye la principal raz\u00f3n por la que un prospecto o cliente deber\u00eda escoger comprarte a ti y no a tu competencia.<\/p>\n<p>La propuesta de valor debe motivar al receptor a hacer clic y lograr la conversi\u00f3n.<\/p>\n<h3>\u00bfPor qu\u00e9 las propuestas de valor son importantes?<\/h3>\n<p>Porque son una de las primeras cosas que la gente ve en tu mensaje de email marketing.<\/p>\n<p>Hoy por hoy los clientes reciben m\u00e1s de 120 mensajes al d\u00eda; si tu campa\u00f1a no tiene una propuesta de valor atractiva y relevante, entonces habr\u00e1s desechado tu oportunidad de lograr que el receptor leyera el resto de tu mensaje e hiciera clic en el bot\u00f3n del llamado a la acci\u00f3n.<\/p>\n<h4>La propuesta de valor explica:<\/h4>\n<ul>\n<li>C\u00f3mo tus productos resuelven problemas y mejoran determinadas situaciones<\/li>\n<li>Qu\u00e9 beneficios espec\u00edficos brinda<\/li>\n<li>Por qu\u00e9 comprarte a ti y no a tu competencia<\/li>\n<\/ul>\n<h4>La propuesta de valor no es:<\/h4>\n<ul>\n<li>Un slogan como \u201cJust do it\u201d de Nike, \u201cThink different\u201d de Apple o \u201cBecause we\u2019re worth it\u201d de L\u2019Or\u00e9al.<\/li>\n<li>Una declaraci\u00f3n como \u201clos primeros en el mercado\u201d o \u201cl\u00edderes en email marketing\u201d.<\/li>\n<\/ul>\n<h3>Elementos de una propuesta de valor:<\/h3>\n<ul>\n<li><strong>Encabezado:<\/strong> Resumir los beneficios que ofrecer\u00e1s a tus contactos.<\/li>\n<li><strong>Bajada o p\u00e1rrafos:<\/strong> Explicar de forma detallada de qu\u00e9 se trata tu oferta, a qui\u00e9n est\u00e1 dirigida y por qu\u00e9.<\/li>\n<li><strong>Vi\u00f1etas o bullet points:<\/strong> Lista de beneficios o funcionalidades.<\/li>\n<li><strong>Apoyo visual:<\/strong> Un video o una imagen para resaltar tu mensaje.<\/li>\n<\/ul>\n<h3>Eval\u00faa tu propuesta de valor actual comprobando si responde a las siguientes preguntas:<\/h3>\n<ul>\n<li>\u00bfQu\u00e9 producto o servicio vende tu empresa?<\/li>\n<li>\u00bfCu\u00e1l es el beneficio final de su uso?<\/li>\n<li>\u00bfCu\u00e1l es el p\u00fablico objetivo de este producto o servicio?<\/li>\n<li>\u00bfQu\u00e9 hace que tu oferta sea \u00fanica y diferente?<\/li>\n<\/ul>\n<h2><strong>3 elementos clave que debe poseer una propuesta de valor<\/strong><\/h2>\n<p>Independientemente de si est\u00e1s enviando una campa\u00f1a sobre un nuevo producto, una nueva caracter\u00edstica o incluso un nuevo art\u00edculo en tu blog, hay 3 elementos clave que no pueden faltar en tu propuesta de valor:<\/p>\n<ol>\n<li>\n<h3><strong> Beneficios<\/strong><\/h3>\n<p>Las personas no compran tu producto o servicio simplemente porque les encanta gastar su dinero, sino porque quieren resolver un problema o recibir el beneficio que tu producto ofrece.<\/li>\n<\/ol>\n<p>Por tanto, una propuesta de valor debe centrarse en el beneficio que un usuario obtendr\u00e1 del uso de ese producto o servicio.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Claridad<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Uno de los errores m\u00e1s comunes al elaborar una propuesta de valor es creer que el empleo de palabras de moda har\u00e1 parecer que el producto es innovador o revolucionario.<\/p>\n<p>Al contrario, una propuesta de valor debe utilizar un vocabulario com\u00fan, que tus clientes entiendan.<\/p>\n<p>Habla en el idioma de tu cliente. Es muy importante usar el mismo tipo de lenguaje que tus clientes para describir el producto que est\u00e1n buscando.<\/p>\n<p>Si MasterBase\u00ae utilizara para sus prospectos la siguiente propuesta de valor: &#8220;herramienta orientada al aumento de sus ingresos a trav\u00e9s de la automatizaci\u00f3n de sus comunicaciones de marketing y ventas&#8221;, lo m\u00e1s probable es que no venda mucho.<\/p>\n<p>Recomendamos tambi\u00e9n evitar la jerga del tipo &#8220;l\u00edder a nivel mundial&#8221; o \u201cproducto revolucionario&#8221;. Si eliminas expresiones como esas de tu propuesta de valor, permitir\u00e1s a las personas centrarse realmente en c\u00f3mo tu producto puede ayudarles.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> Diferenciaci\u00f3n<\/strong><\/h3>\n<p>Debemos asumir que habr\u00e1 competidores que ofrezcan productos semejantes y compitan por una base de clientes similar.<\/li>\n<\/ol>\n<p>Por ello, para que los clientes potenciales te elijan a ti, tu propuesta de valor debe diferenciar tu producto o servicio de la competencia, destacando por qu\u00e9 t\u00fa eres la elecci\u00f3n correcta para ellos.<\/p>\n<p>Considera lo que te diferencia de las otras opciones disponibles y aseg\u00farate de destacarlo en tu propuesta de valor.<\/p>\n<h2>Algunos buenos ejemplos de propuestas de valor:<\/h2>\n<p>Es dif\u00edcil crear una buena propuesta de valor y por ello los ejemplos perfectos no abundan. Incluso en la mayor\u00eda de ellas puede haber defectos o posibilidades de mejora; pero, a nuestro juicio, son buenos ejemplos:<\/p>\n<p><strong><a href=\"https:\/\/www.google.cl\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0CDUQFjAA&amp;url=http%3A%2F%2Fwww.shopify.com%2F&amp;ei=WcrYVKTFIOqwsASXr4KIDQ&amp;usg=AFQjCNHD_no0rZRLLgD_ea91dc6Ti0r79A&amp;sig2=_CvukdPLO_OWkuuc16Rymg&amp;bvm=bv.85464276,d.cWc\" target=\"_blank\" rel=\"noopener\">Shopify<\/a>:<\/strong> Shopify is everything you need to sell anywhere (Shopify es todo lo que necesita para vender en cualquier lugar).<\/p>\n<p><strong><a href=\"https:\/\/www.google.cl\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0CC4QFjAA&amp;url=https%3A%2F%2Fwww.kissmetrics.com%2F&amp;ei=bsrYVKuxHOLHsQTbioGAAQ&amp;usg=AFQjCNFQjw1OZKt7YoDqbxlxDwD9JrXElg&amp;sig2=89ea7qajK7J7AUQZ5tKfcQ&amp;bvm=bv.85464276,d.cWc\" target=\"_blank\" rel=\"noopener\">KISSmetrics<\/a>:<\/strong> KISSmetrics gives you the insights you need to optimize your marketing (KISSmetrics le da los conocimientos que necesita para optimizar su marketing).<\/p>\n<p><strong><a href=\"https:\/\/www.google.cl\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0CB8QFjAA&amp;url=http%3A%2F%2Fwww.geekdom.com%2F&amp;ei=g8rYVODBO-_dsATMuYLYAw&amp;usg=AFQjCNHMKiLq9zJMNGR-ftT0ztAkS-xe0Q&amp;sig2=aGjF9ryJ_gxvcNDxolZ_9w&amp;bvm=bv.85464276,d.cWc\" target=\"_blank\" rel=\"noopener\">Geekdom<\/a>:<\/strong> Geekdom is a new kind of collaborative coworking space where Entrepreneurs, Technologists, Developers, Makers &amp; Creatives help each other build businesses &amp; other cool things together (Geekdom es un nuevo tipo de espacio de coworking de colaboraci\u00f3n donde los empresarios, tecn\u00f3logos, desarrolladores, fabricantes y creativos ayudan unos a otros, de forma colborativa, en negocios de construcci\u00f3n y otras cosas interesantes).<\/p>\n<p><strong><a href=\"https:\/\/www.google.cl\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0CB4QFjAA&amp;url=https%3A%2F%2Fevernote.com%2F&amp;ei=lMrYVK3sJ-PnsATyxYHACA&amp;usg=AFQjCNGrjOQRxY_1Edm8FEIcQa0rNQ_8lA&amp;sig2=yVhGIhEysN5TsWLYntFdhA&amp;bvm=bv.85464276,d.cWc\" target=\"_blank\" rel=\"noopener\">Evernote<\/a>:<\/strong> Your life\u2019s work. For everything you\u2019ll do, Evernote is the workspace to get it done (El trabajo de su vida. Para todo lo que vaya a hacer, Evernote es el ambiente de trabajo donde lograr que se haga.)<\/p>\n<p>Todos los ejemplos anteriores son muy claros, centrados en los beneficios, y muchos acompa\u00f1an estas palabras con im\u00e1genes que refuerzan los conceptos de manera simple y clara.<\/p>\n<p><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=como-crear-una-propuesta-de-valor-efectiva\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"16151\" data-permalink=\"https:\/\/masterbase.com\/es\/como-crear-una-propuesta-de-valor-efectiva-para-tus-campanas\/masterbase\/captura-de-pantalla-2024-09-05-185810\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/09\/Captura-de-pantalla-2024-09-05-185810.png?fit=832%2C531&amp;ssl=1\" data-orig-size=\"832,531\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook C\u00f3mo crear una propuesta de valor efectiva\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/09\/Captura-de-pantalla-2024-09-05-185810.png?fit=800%2C511&amp;ssl=1\" class=\"aligncenter wp-image-16151\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2024\/09\/Captura-de-pantalla-2024-09-05-185810-300x191.png?resize=800%2C512&#038;ssl=1\" alt=\"ebook C\u00f3mo crear una propuesta de valor efectiva \" width=\"800\" height=\"512\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/09\/Captura-de-pantalla-2024-09-05-185810.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/09\/Captura-de-pantalla-2024-09-05-185810.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La propuesta de valor puede marcar la diferencia entre lograr y no lograr el objetivo de tus campa\u00f1as. Una buena propuesta de valor explica al lector en qu\u00e9 consiste la oferta y por qu\u00e9 debe ponerle atenci\u00f3n y ejecutar una acci\u00f3n inmediata.<\/p>\n","protected":false},"author":239642484,"featured_media":16163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo crear una propuesta de valor efectiva para tus campa\u00f1as - MasterBase\u00ae<\/title>\n<meta name=\"description\" content=\"Imagina que has lanzado un producto nuevo. 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