Especialización en Gerencia Estratégica de Marketing

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    Estrategia de marketing digital para las redes sociales (facebook, instagram, linkedin) en el sector de servicios, para la empresa asesorías maría c
    Caro-Caro, Lorena Andrea; Quiroz-Quiroga, Laura Katherine; Buitrago-Reyes, Richard Orlando
    Faced with the economic crisis due to COVID-19, Asesorías María C seeks to expand its market share in 2024 through new digital marketing strategies, taking advantage of the growth of e-commerce. Although massive ATL media were considered, social networks gained relevance due to their economic advertising for SMEs. The main objective is to analyze the potential of social networks to develop the digital strategy and in turn to position itself with organic content, identify the one with the greatest sales opportunity, and establish the most viable to invest in advertising and increase sales, the company must create clear goals in metrics by social network to improve efficiency, commercial strengthening and desired positioning. Accounting services companies face the need to digitally transform themselves to remain competitive in the current era, which implies adopting technologies such as process automation, data analysis, cloud services, mobile applications and artificial intelligence. Social networks, such as Facebook, YouTube and Instagram, are key tools that allow brands to improve their recognition, interact with clients, boost sales and measure results effectively and economically, platforms such as Instagram and LinkedIn are especially relevant, by facilitating connection with engaged audiences through engaging visual content and professional brand management, respectively. The digital marketing strategy for Asesorías María C was based on a mixed approach that combined data analysis of key metrics in social networks and continuous monitoring to validate the effectiveness of the implemented tactics, where the target audience was identified and SEM strategies with educational content, collaborations and use of relevant hashtags were considered, additionally the current situation of Asesorías María C was evaluated through EFE and EFI matrices, identifying opportunities for growth in the sector, but also threats such as consolidated competition and regulatory changes; the main strengths are the experienced team, service portfolio and strategic location, while weaknesses include lack of digital marketing, limited expansion and dependence on few key customers, the research used a descriptive quantitative analysis of metrics in social networks, complemented with a demographic study and digital habits of the target audience in Prado Veraniego. During the analysis of the data obtained, it was shown that Facebook leads in number of followers (38%) within the target audience, followed by Instagram (31%) and LinkedIn (23%). LinkedIn leads in engagement (35%), achieving solid connections and loyalty from its audience, in terms of lead generation, Facebook and LinkedIn are positioned as the main platforms (33% each), demonstrating similar effectiveness in attracting interested prospects, although Instagram is also relevant (28%). In effective sales, Facebook obtained 80% thanks to the appropriate use of advertising guidelines, followed by Instagram (60%) and LinkedIn (50%)