Escrito por Henrique Carvalho
em 27 de junho de 2017
Estratégia de Marketing, planejamento estratégico, plano de negócios, plano de marketing…são tantos nomes, tantos conceitos, que podemos até ficar confusos(as) no momento de iniciar um negócio ou de dar um novo passo com uma empresa já existente.
Fique tranquilo(a) porque, aos poucos, você vai entender como e quando cada uma dessas ferramentas pode ser aplicada na sua jornada empreendedora.
Hoje nós vamos focar na estratégia de marketing.
A primeira coisa que você precisa saber sobre estratégia de marketing é que ela começa sempre com a junção de 3 elementos, o que podemos chamar de SMP.
Já falamos muito aqui no Viver de Blog sobre SMP. Ela é uma abreviação para esses 3 importantes passos da estratégia de marketing:
Basicamente, você precisa descobrir as necessidades dos consumidores, escolher qual ou quais delas irá atender e posicionar seu produto, serviço e imagem de marca de modo que o mercado-alvo os diferencie dos demais.
O posicionamento adequado orienta a estratégia de marketing. Caso contrário, o mercado fica confuso e sua estratégia naufraga.
Portanto, se você quer saber mais sobre posicionamento e estratégia de marketing, e como pode implementar esses conceitos importantíssimos no seu próprio negócio, continue lendo esse artigo. Nele você vai saber mais sobre:
Sempre acontece uma confusão bastante normal entre estratégia e plano. E quando falamos de marketing, isso não é diferente.
De forma bastante simples, uma estratégia de marketing explica o que você deseja alcançar, quais seus objetivos e metas. Exatamente como o planejamento estratégico, que faz com que você defina a situação atual do seu negócio e como você quer que ele esteja no futuro.
Só que a estratégia de marketing faz isso dentro do contexto de marketing, é claro!
Nenhum planejamento de estratégia irá dizer claramente quais as ações de marketing que precisarão ser tomadas para que aquelas metas sejam alcançadas. É aí que você irá precisar de um plano. Nesse caso, um plano de marketing.
Não faz sentido definir o “como” sem um “porquê”. Portanto, você com certeza precisa de um plano de marketing. Mas não antes de ter uma estratégia de marketing e fazer a gestão de conteúdo(a não ser que você esteja considerando gastar sem dó seu tempo e seu dinheiro).
Melhor do que apenas definir o conceito é mostrar com um exemplo a diferenciação entre eles. Lembrando que todo planejamento e plano deve ser direcionado por um objetivo.
Agora que a diferença entre eles está clara, vamos conhecer um pouco mais sobre o fator que mais afeta uma estratégia de marketing: o posicionamento.
A base da sua estratégia de marketing é o seu posicionamento.
Você escolhe como quer que sua marca seja vista pelo seu público e se apresenta de forma coerente com a imagem que deseja formar na mente do seu consumidor.
Essa imagem é a promessa que o consumidor espera de você. Ele ou ela irá criar uma certa expectativa em relação ao benefício do seu produto ou serviço
Mas mais que uma expectativa, você precisa fazer com que seu público queira algo que só você pode dar. Essa será a sua proposta de valor.
A proposta de valor é o conjunto de características e argumentos persuasivos que mostram claramente porque os clientes devem escolher você e sua marca.
Veja algumas propostas de valor de marcas que conseguiram ocupar um espaço único na mente da sua audiência:
A abordagem mais básica de posicionamento exige que você deixe muito claras as diferenças entre as marcas concorrentes, mas também suas semelhanças.
Sempre que pensamentos em estratégia de posicionamento, logo imaginamos que somente os pontos de diferença devem ser enfatizados.
Afinal, você não pode deixar nenhum pequeno grão de dúvida na mente do consumidor sobre sua proposta de valor.
O raciocínio está de fato correto. Você precisa sim mostrar que é diferente. Porém, também precisa mostrar os aspectos semelhantes que existem entre você e a concorrência.
Esses pontos em comum são aqueles requisitos básicos que o cliente espera de todos os produtos ou serviços daquela categoria.
Vamos imaginar um celular. Todos os modelos e marcas desse tipo de produto, mesmo aqueles que não são smartphones precisam ser capazes de exercer uma única função básica: fazer ligações.
Uma marca que decida criar um modelo diferenciado, e para isso, aposta em tirar esse “ponto de paridade do mercado”, com certeza não fará muitas vendas. Mesmo que hoje as pessoas usem o celular para tudo, menos para fazer ligações, esse ainda é um requisito básico desse tipo de produto.
A marca precisa deixar muito claro a qual categoria pertence antes de achar um ponto de diferenciação.
Uma estratégia de posicionamento alternativa é a chamada “disciplinas de valor”.
Criada por Michael Treacy e Fred Wiersema, afirma que a empresa só consegue ser reconhecida por 1 entre 3 valores, pois cada um deles exige uma estratégia gerencial diferenciada, sendo impossível colocar em prática todos eles de forma igual. Os valores são:
Dentro dessa proposta de posicionamento, a ideia é que você escolha em qual das 3 irá focar, mas que tenha um desempenho satisfatório nos outros dois valores.
Ser apenas diferente não basta, mas é uma necessidade básica para gerar brand equity.
Você fez o benchmarking das marcas concorrentes, estudou seus processos, seu mercado de atuação e chegou à conclusão sobre seu fator de diferenciação.
No entanto, a primeira pergunta que você precisa se fazer antes de se declarar como satisfeito(a) com sua estratégia de diferenciação é: será que o que me faz diferente dos demais importa para o meu mercado consumidor?
Para saber essa resposta, comece analisando se você está atendendo a esses 3 requisitos:
E quais são as estratégias de diferenciação mais utilizadas?
No entanto, a melhor estratégia de diferenciação é, sem dúvida, procurar sempre fazer um “over delivery“, ou seja, superar as expectativas do seu cliente sempre que possível.
Para isso, você precisa conhecer todos os fatores de produtos e serviços que influenciam a percepção e o comportamento do seu consumidor.
Como fazer isso? Veja esse exemplo de um restaurante:
Você acredita que produtos saudáveis, sem glúten ou lactose e com ingredientes 100% orgânicos podem ser, ao mesmo tempo, saborosos?
Pois muitas pessoas acreditam que não.
E esse é um grande desafio das empresas que atuam nesse nicho de mercado, justamente porque os pontos em comum de uma categoria e os fatores de diferenciação são conflitantes para a maioria das pessoas.
Veja outros benefícios que, quando usados em uma proposta de posicionamento, podem causar estranheza:
Não significa que você não possa usar esses atributos para definir o seu posicionamento.
Para contornar o problema, algumas opções são:
Como juntar pontos de semelhança do mercado, com fatores de diferenciação, identificação da categoria e ainda por cima garantir que a sua estratégia de posicionamento não cause nenhuma confusão na cabeça dos consumidores?
Essa simples fórmula pode ajudar você nessa tarefa complexa:
Na prática, ficaria como essa declaração de posicionamento aqui abaixo, que fiz para o curso Produção de Conteúdos Memoráveis:
“Para quem deseja aprender a produzir conteúdos, mas acredita que não possui o dom da escrita, o curso Produção de Conteúdos Memoráveis irá garantir que você comece a produzir conteúdos 2 vezes mais rápido e com 10 vezes mais poder de viralização e vendas. Conheça o curso de produção de conteúdo do Viver de Blog. Clique aqui embaixo e saiba mais!
Como mostrei no artigo sobre a Matriz BCG, o ciclo de vida de um produto passa por 4 estágios fundamentais:
E se o produto ou serviço também atravessa fases diferentes, sua estratégia de marketing e posicionamento também precisam sofrer ajustes com o passar do tempo.
Logo que um produto ou serviço chega em um nicho de mercado, ele ainda não é conhecido pelo público-alvo, ou ao menos não da grande maioria.
Portanto, fora os gastos em desenvolvimento do produto, que podem incluir projeto, matéria -prima e testes ou de serviços, como a contratação de pessoas, investimentos em treinamento e educação, o investimento em promoção é muito alto nessa fase inicial.
Isso acaba refletindo nos preços cobrados, que costumam ser maiores nessa fase, especialmente quando se trata do desenvolvimento de uma nova tecnologia.
Na fase de introdução é preciso:
Apesar dos altos custos, a pioneira geralmente consegue uma maior vantagem, ainda mais em tempos de inovações cada vez mais frequentes. Para reduzir os custos e testar ideias, fazer um MVP, Minimum Viable Product é uma boa solução.
Caso você tenha se preparado, estudado o mercado, segmentado o público-alvo, identificado necessidades não atendidas e se posicionado da forma correta, seu produto ou serviço será aquilo que o seu público precisava e suas vendas começarão a crescer.
Cada empresa que entra nesse mercado procura se posicionar de uma forma diferente da pioneira, respeitando seu tamanho e seu poder de diferenciação.
É nesse período de crescimento que o lucro começa a aparecer. Para continuar crescendo é necessário:
Uma vez que o produto/serviço já está consolidado no mercado, as vendas tendem a atingir um patamar linear, sendo essa, a fase de maturidade.
Quem deseja entrar em um mercado maduro, precisa escolher um nicho de mercado se quiser aumentar suas chances de ter sucesso. E é nessa fase que a maioria dos produtos e dos mercados se encontra.
A concorrência se torna maior, aumentando ainda mais a necessidade de um fator de diferenciação. Para conquistar seu espaço nesse cenário, algumas opções viáveis são:
A demanda começa a diminuir e o mercado entra em declínio. O nível geral da sociedade declina ou uma tecnologia substitui outra, como as máquinas de escrever foram substituídas por computadores.
O estágio de declínio é evitado a todo custo, mas nem sempre pode-se fugir dele para sempre.
A decisão mais inteligente para quem chega nesse estágio é perceber o quanto antes a hora de abandonar o barco e partir para outra.
Separei aqui algumas estratégias de marketing que são ao mesmo tempo simples, porém impactantes, e que podem ser utilizadas por negócios de todos os tamanhos, pois não exigem quantias absurdas de investimentos financeiros.
Esse tipo de estratégia de marketing é usada para aumentar o reconhecimento de duas marcas ou promover e vender um único produto ou serviço.
Parcerias com marcas reconhecidas no mercado produzem bons frutos, são baratas e dão mais resultados do que uma campanha feita por duas marcas de forma isolada, pois você acaba por adquirir um pouco da autoridade e da audiência da outra marca.
Nós já fizemos algumas parcerias de produção e divulgação de conteúdos premium com a Resultados Digitais, todas muito bem sucedidas.
O objetivo dessa colaboração não era vender nenhum produto, mas sim aumentar o número de leads das duas empresas e também aumentar o valor de nossas marcas.
Se você quiser conferir e baixar o último ebook que produzimos em parceria com a RD, é só clicar nesse link aqui.
No infográfico “O que é um funil de vendas e as 4 etapas essenciais para conquistar a audiência e aumentas suas conversões” falamos da última etapa, depois que o lead já virou cliente, ou seja, quem já comprou seu produto ou serviço.
E por quê é importante continuar mantendo esse cliente no funil mesmo depois da compra? O motivo é que não há melhor propaganda para o seu negócio do que um cliente satisfeito.
Consumidores cada vez mais se importam com a opinião de outros, bem como dividem a sua em reviews e nas redes sociais. Juntos, criam a própria imagem de uma empresa ou marca, que pode, ou não, ser muito diferente daquela desejada pelas companhias.
Se você faz com que seu cliente se sinta especial, parte de algo exclusivo, esse sentimento será retribuído em forma de divulgação espontânea, transformando clientes satisfeitos em advogados da sua marca.
A viralidade alcança números impressionantes de acessos, e além de distribuir o conteúdo de forma muito eficiente, funciona como uma ótima prova social.
Foca em espalhar informações e opiniões a respeito de um produto ou serviço, de pessoa a pessoa, de preferência usando os meios digitais, que conseguem ampliar alcance da divulgação boca a boca.
O maior alcance é um benefício inegável, porém o fato da viralidade ser gratuita, é ainda melhor. E também são uma poderosa ferramenta para:
Para saber mais sobre Marketing Viral, veja esse infográfico aqui.
Cada vez mais, as pessoas alternam sua atenção entre o online e o offline.
A experiência do usuário não se restringe mais a apenas um canal. Ela acontece em vários, simultaneamente. E oferecer uma transição fácil entre esses canais é fundamental.
A explosão do uso de smartphones pode ser a grande responsável por essa tendência, pois mais do que nunca, há uma necessidade imediata por parte dos consumidores de alcançar a solução desejada.
Mas essa interconexão de canais não acontece apenas do offline para o online. Ela também se aplica se um cliente começa a navegação via celular e efetiva a compra em um computador.
O Storytelling é um dos métodos mais eficazes de se fazer marketing. Por que não unir essas duas “fortes tendências” e usá-las a seu favor?
Você pode tanto contar essa mesma forma de maneiras diferentes em cada um de seus canais de mídia, como o blog, YouTube, Instagram e Facebook.
Também pode contar vários pedaços dela em cada um desses mesmos canais e fazer com que sua audiência vá percorrendo esse caminho, se quiser assistir ao final da história.
O Banco do Brasil fez uma ação cross-media usando o storytelling.
A ação começava com a história de um homem que decidia fazer uma festa de casamento surpresa para a sua noiva. O comercial televisivo mostrava somente a noiva chegando ao local da festa, mas escondia sua reação e tudo o que acontecia depois. Para o final da história, o público precisaria acessar o site do Banco do Brasil.
Ao envolver emocionalmente o espectador na história, é possível gerar audiência para diversos canais distintos usando o poder das histórias.
Marketing Digital é a reunião de estratégias de marketing, com o intuito de identificar e satisfazer as necessidades dos consumidores, porém feito de forma online.
O Marketing Digital envolve algumas atividades como:
O Marketing Digital não é exclusividade de empresas virtuais, mas obrigação de todos os negócios, já que a eficiência do marketing offline não é a mesma.
A estratégia de Growth Hacking busca meios alternativos de atingir os objetivos estabelecidos. Usa criatividade para encontrar soluções inovadoras sem comprometer tanto os recursos financeiros.
Um exemplo de estratégia de Growth Hacking bem-sucedida é a usada pela Dropbox.
A empresa oferece algo que tem valor para o usuário, porém não representa um custo alto para ela, que neste caso é mais espaço.
Em troca, pede para que o usuário indique outros amigos e assim aumenta sua base de clientes sem muito esforço.
A estratégia também é conhecida como Member Get Member, onde novos clientes são trazidos por clientes antigos, o que reduz o custo de captação e aumenta a taxa de conversão.
Se crescer rapidamente faz parte dos seus planos, não deixe de se aprofundar mais neste assunto tão relevante. E que cada vez mais vem ganhando destaque no mundo do Marketing Digital.
Para conhecer outras ações de sucesso usando os princípios de Growth Hacking, leia esse artigo aqui.
Mais importante que o “como você vai fazer” é o motivo pelo qual você decidiu fazer. Propósito claro e objetivos concretos é que irão garantir que qualquer estratégia de marketing que você decida usar no seu negócio traga sucesso para você.
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Referências
http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/
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