Estrategias de marketing digital, aplicadas a las redes sociales de la empresa Fisio Spa ( Monterrey - Casanare)

Abstract

The objective of this study is to design and implement digital marketing strategies for the social media accounts of Fisio Spa, located in Monterrey, Casanare. The research was conducted using a mixed-method approach, combining qualitative and quantitative methods to assess the current management of its platforms and propose improvements tailored to its needs. Through interviews with the administrator, manager, and a frequent customer, weaknesses were identified, such as low frequency of posts, limited use of paid advertising, and limited interaction with users. At the same time, a comparative analysis (benchmarking) was carried out with companies in the wellness and spa sector, both national and international, which allowed for the identification of trends and successful practices applicable to Fisio Spa. The findings indicate that customers value educational, attractive, and consistent content, as well as a presence on different digital platforms. Based on this, proposals were designed that focused on the production of audiovisual content, the application of segmentation tools, and the diversification of channels. These strategies seek not only to increase the company's visibility but also to strengthen its bond with its customers and improve its competitiveness in a constantly growing sector.