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25 ideas de marketing sacadas de «$1790 Mentoring Call - Free Full Video», de Davie Fogarty. Sobre todo de canales de adquisición, estrategia y decisiones…
- 25 ideas despiezadas
- Fuente Davie Fogarty
- Dura 42 min
- Publicada en 2023
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Liquidar inventario con descuentos agresivos en canales existentes
Oferta y precioPara liquidar el stock de un producto o marca que se va a descontinuar, resulta más efectivo aplicar descuentos agresivos directamente en los canales de venta propios donde ya existe tracción y reconocimiento de marca, en lugar de recurrir a mayoristas de descuento o minoristas externos. El precio de liquidación debe fijarse para cubrir al menos los costos variables de publicidad y envío, tratando el resto de las…
In terms of clearing inventory, I've obviously done a few strategies there. You can obviously go to some discount warehouses. You can go to retailers, try to clear that. Honestly, I've never seen as much success as just really discounting the brand on the existing sales channels. You had the hypothesis that it was going to sell there. There's already awareness on those channels. And you can generally just clear it really aggressively on discount. And just make sure you can cut more than advertising costs and a bit more than shipping costs. But consider all of the other costs as sunk costs.
Escúchalo en el minuto 29:09
Optimizar campañas de prelanzamiento hacia compra para filtrar tráfico de baja calidad
Canales de adquisiciónAl ejecutar campañas de captación de leads para prelanzamientos o eventos de venta en Meta, conviene configurar el objetivo de optimización en compras en lugar de clientes potenciales; esto evita atraer tráfico basura de bajo costo que nunca convierte y permite atribuir el ROAS de inmediato.
That's probably what I'm trying to get to is that you are now creating risk in your business that you're not going to get a return on this. And agencies love pushing it because they're like, oh, look, we've got 10 cents leads. And then you launch the sale and not one sale tracks back to Facebook. And this is where that instant giveaway that I coached in the mentorship comes in because I will track return on ad spend in Facebook. And if you're doing a lead generation campaign, I would still be using a purchase objective to drive those leads and that traffic so that you're not getting garbage…
Escúchalo en el minuto 37:29
Probar siempre los cambios web mediante split testing para no arruinar la conversión
Medición y experimentosLanzar cambios directos o rediseños completos en una web sin pruebas A/B controladas suele provocar caídas drásticas e imprevistas en la tasa de conversión sin dejar rastro de qué elemento falló. Cualquier modificación debe implementarse bajo un proceso riguroso de CRO y split testing.
So, I don't have an exact answer for this, aside from whenever you're making changes to the website, it's best to split test it. And then when you're ready to implement, split test it. I'm sure everyone has had this experience where you make a change in your business and the next day you go onto your site and you're like, wow, commercial rate's 50% down. And a lot of people, their main mistake is they'll actually just roll out a whole new website and shit will just go south very, very quickly. These are the things that CRO is going to prevent you from doing. And setting up systems and…
Escúchalo en el minuto 40:39
Canales de adquisiciónLa elección del canal principal de adquisición depende del nivel de conciencia del consumidor: Google Ads es idóneo para capturar demanda existente de usuarios que ya buscan activamente la categoría, mientras que Meta (Facebook Ads) es el canal óptimo cuando el producto requiere educar al cliente y despertar interés latente.
It's industry-specific and it's product-specific. So, Google, for someone doing really well on Google, you know, if you're requiring to educate the consumer and capture people that aren't just looking for that product category, chances are Facebook's going to be the biggest and best channel for you.
Escúchalo en el minuto 16:29
Medición indirecta del valor de marca y conexión emocional con encuestas
Medición y experimentosDado que el valor de marca y la fidelidad emocional son difíciles de medir directamente a corto plazo, deben rastrearse mediante encuestas post-compra sobre la fuente de recomendación (amigos/familiares vs. anuncios) y plataformas de reseñas independientes.
is because it's very hard to measure. But that, again, is really hard to measure. So we need to define success metrics So what do we use for that? We use surveys. So how many friends and family, how many people are getting recommended by friends and family versus Facebook? So that is an indication that everyone is having a good time and it is a good brand. The other one is obviously trust pilot reviews and these non-biased review sites.
Escúchalo en el minuto 2:55
Concentrarse en dominar un solo canal de adquisición antes de diversificar
Canales de adquisiciónEn etapas tempranas o de escalado inicial, diversificar la inversión en múltiples canales de tráfico suele diluir los recursos y frenar el crecimiento. Enfocar toda la intensidad en dominar un único canal idóneo para el producto permite alcanzar la excelencia operativa y escalar significativamente antes de abrir nuevos frentes.
So, there was once upon a time we were doing Facebook, TikTok, Instagram, Taboola, affiliates, Amazon, all at the same time. And I mean, the store was doing pretty okay. But when we spoke to other peers who were in e-commerce as well, they were doing much better than us. And we asked them, so what are you guys doing? And they said they're just doing, like, only Google ads. So, after that, we changed our focus to master one craft at a time. And since we did that, our store has gone up, like, tenfold. And the decision to start marketing on every single channel is largely a fear-based decision…
Escúchalo en el minuto 15:11
Contratar perfiles financieros especializados en ecommerce
Estrategia y decisiones de negocioEn un negocio de ecommerce es recomendable contratar asesores contables o financieros con al menos 3 a 5 años de experiencia en el sector, ya que conocen particularidades críticas como el cálculo exacto del costo de bienes vendidos (COGS), regulaciones arancelarias y acuerdos comerciales que un generalista suele pasar por alto.
So finding someone that has worked in e-commerce specifically for like five, three, five plus years is a really good way to go because that will ensure that they understand how to recognize cost of goods properly. They might understand the tax implications, the free trade agreement between China and Australia. There's a lot of more specifics that maybe your uncle that did a course one day might not know.
Escúchalo en el minuto 11:38
Retención y relación con el clienteEn Black Friday conviene ampliar los envíos a toda la base de datos (incluso a contactos inactivos) para intentar reactivarlos, utilizando una secuencia de múltiples correos: lanzamiento, urgencia por fin de plazo y extensión.
I think it's a time and a place to try to win back people and expand that audience. The deliverability will be a bit less. But yeah, I would be pushing the boundaries of that. And I would be sending multiple emails, not just one. A launch, a time is running out, a extended.
Escúchalo en el minuto 32:53
Estrategia y decisiones de negocioUn fundador creativo o sin perfil analítico sufrirá problemas operativos y financieros si delega a ciegas; para poder supervisar y validar el trabajo de contadores y directores financieros es indispensable adquirir primero una comprensión básica de costos, flujo de caja e impuestos.
If you are not a finance person and you're a creative, I can guarantee you that you are going to have some finance and operational issues very quickly in business. Not if you hire a good finance person early. But how the hell do you know what a good finance person is if you don't even know what finances are? Because like I can hire people all I want through the finances. But if I don't understand what they're doing, then I don't know that they're actually doing a good job.
Escúchalo en el minuto 10:35
Descuento en la valoración de marcas monoproducto al vender el negocio
Oferta y precioLos compradores descuentan fuertemente la valoración de las marcas que dependen de un solo producto al considerarlas modas pasajeras ('fads'), otorgando múltiplos de EBITDA sustancialmente menores frente a marcas con catálogos diversificados.
but are you going to sell this brand? If you have multiple products rather than one product, Trust me, buyers really look at that. The first thing they're going to say is this is a one product, this is a fad, and they're just going to discount it heavily and you're going to get the lowest EBITDA multiple. That's why we launched all of these other products because we kept getting that feedback from the market.
Escúchalo en el minuto 5:57
Retención y relación con el clienteEl potencial de venta cruzada (cross-selling) a clientes existentes suele sobreestimarse: haber ganado la confianza y el correo del cliente para un producto hero no garantiza compras inmediatas en productos adyacentes, requiriendo un largo proceso de reeducación de marca que puede demorar años.
And just to be really clear, the synergies of cross-selling products, I think, is largely overstated across most industries. But I've seen so many brands, like I've launched brands where it's like, oh, they want this dog product, so therefore they're going to want this dog product. And it's like, no, they're going to go to the market leader for that or they're going to go to Kmart for it. Just because we have their email doesn't mean that we can convince them otherwise. And it takes time. Like it takes like for that dynamic to shift. Now we're trying to walk someone through the process of…
Escúchalo en el minuto 8:03
Cerrar líneas de producto no rentables para proteger el foco y el flujo de caja
Estrategia y decisiones de negocioMantener múltiples marcas secundarias sin tracción dispersa la atención operativa y genera un riesgo financiero crítico por inmovilización de capital en inventario. Superar la aversión a la pérdida y la justificación de bajas ventas exige liquidar el inventario para recuperar liquidez y cerrar esas marcas, o bien delegar su operación cediendo incentivos/equity, permitiendo al fundador enfocarse exclusivamente en los…
These are all self-justifications that we kind of use, which may be true, because we have a bias towards why we launched the brand and we also have an aversion to loss as well. We don't want to book the loss because we've already spent the money. But some of the best things I did was just drain, like all I did was put bonuses for the people involved to clear as much inventory and return as much cash as possible and close the brand. And that allowed me to just completely stop focusing on it because I was able to go focus on Woody and my other successful products. So in short, wrapping up…
Escúchalo en el minuto 25:42
Estrategia y decisiones de negocioLanzar una nueva marca suele restar tracción y foco a la original. Para diversificar con éxito, es necesario contar con un líder dedicado e incentivado como fundador para gestionar la empresa original; se pueden compartir áreas de soporte como finanzas y recursos humanos, pero marketing y operaciones deben mantenerse estrictamente separados y enfocados en cada marca.
So, there is always a time and a place to diversify, but it's going to cost your first brand, and you need... Alternatively, you need to ensure that you can afford to hire... Someone that is going to be strong enough to lead that business and manage the cost centers and incentivize them as a founder to make sure that it continues to grow. That's probably the only time that I would launch another brand is when I can kind of do that and give my all to another one. Like, you really want someone kind of obsessed and thinking about the brand nonstop. You can share resources like finance and HR…
Escúchalo en el minuto 18:49
Aprovechar el contenido generado por usuarios (UGC) en anuncios pagados antes que en la web
Canales de adquisiciónEl mayor retorno del contenido generado por usuarios (UGC) se obtiene al utilizarlo como creativos en campañas de publicidad pagada (Facebook Ads y TikTok Ads) y en redes sociales, en lugar de priorizarlo en partes bajas de la web donde pocos usuarios llegan a hacer scroll.
I don't know how barely, not many people scroll even halfway down the website, so it's not hugely useful there. The best place to use UGC is in the Facebook ad account and the TikTok ad account and also reposting it on your pages, which I'm sure you're doing.
Escúchalo en el minuto 41:05
Auditoría estratégica ante la proliferación excesiva de marcas o productos
Oferta y precioCuando la dispersión en múltiples marcas o productos atrapa capital en inventario y satura la capacidad de marketing, el primer paso para corregir el rumbo es cuestionar el propósito real de la diversificación y evaluar de forma realista las probabilidades de éxito de cada línea, descartando la idea de que todas funcionarán.
And we're in the position that, okay, in the operations, we can handle it, but it's like so much work for marketing and for focusing on what product to sell. Like we actually have a surplus of inventory and the warehousing cost and everything. It's not like critical, but it's hurting the margins. And of course, the opportunity cost is big because I have all the money in this. I have like 300k in inventory of different things right now, like all together. Step one is know what you want. What do I want to achieve out of these businesses? Like what is the reason why I'm doing this is really…
Escúchalo en el minuto 23:02
Criterio de flywheel y ley de especificidad para lanzar productos bajo la misma marca
Marca y posicionamientoPara decidir si lanzar un nuevo producto bajo la marca existente o crear una nueva, se debe evaluar si las sinergias operativas (tráfico, flujos de email, recursos de edición) generan un efecto flywheel superior a la pérdida de foco y especificidad que sufre la marca.
or under your existing brand? And I think it comes down to the brand strategy of that first brand. Is there a product flywheel and extreme synergies between the team and the traffic, the traffic source that you are providing to warrant the drop in focus and specificity, like the law of specificity, Because if you think about it from the e-commerce example, you've got email flows, you've got what is the first collection page that you're going to push to, what are the main ads that your editors are focusing on. So I think about it more as the flywheel of that existing business.
Escúchalo en el minuto 4:11
Google Search captura demanda existente en lugar de crear expectativa previa
Canales de adquisiciónLa publicidad en Google Search funciona para capturar demanda existente (demand capture) y no para crear demanda o expectativa previa (demand creation) para eventos de venta; usarlo para campañas de hype o generación de leads previos suele ser ineficiente frente a canales sociales.
I don't think that that will work simply because unless it's like display ads and then even then the leads that you're going to get from them are pretty low. But for your actual Google search, we're doing demand capture, not demand creation.
Escúchalo en el minuto 36:05
Investigación de mercado y clienteVender en mercados del hemisferio norte y del hemisferio sur permite neutralizar el impacto de la estacionalidad en productos dependientes del clima, manteniendo la demanda constante a lo largo del año.
Very handy having that polar seasonality, to be honest. Like Northern Hemisphere, Southern Hemisphere diversification. It's been a lifesaver for us.
Escúchalo en el minuto 1:06
Adelantar las campañas de Black Friday al menos siete días antes que los competidores
Canales de adquisiciónLanzar las ofertas y anuncios de Black Friday con suficiente anticipación (al menos una semana antes) permite capturar la demanda del mercado y adelantarse a la competencia antes de que comience su saturación publicitaria.
The timing of Black Friday sales is largely based on your competition and getting in before people. And I do believe in that. And I think you want to get at least seven days where you are running ads to your competitors saying that this is the Black Friday and capturing those customers. So I like to go very early. I always have with the Black Friday sale.
Escúchalo en el minuto 34:47
Oferta y precioLanzar productos complementarios bajo la misma marca simplifica las operaciones logísticas y permite activar secuencias de upsell post-compra sobre la base de clientes actual, protegiendo además los ingresos si el producto principal sufre imitaciones en el mercado.
Because I know someone exactly in that niche, a similar niche, and they launched four products in that category. And eventually the first product got knocked off so badly that the other three products were doing really, really well for them. And one of the main benefits was actually the post-purchase flows as well, which was like everything logistically was in the back end and they were just running like a three post-purchase upsell for all of those products that you already had. And operationally it sounded way simpler. Because remember every time, every day that you're spending setting up a…
Escúchalo en el minuto 7:06
El término Black Friday actúa universalmente como señal de máxima oferta
Mensaje y copywritingEnmarcar una promoción bajo el nombre 'Black Friday' comunica de forma universal al consumidor que se trata del mejor descuento posible que obtendrá, aumentando por sí solo la tasa de conversión sin importar la industria.
Look, I think positioning as a Black Friday sale, regardless of what industry you're in, it is just telling consumers that this is the best discount that you'll ever get. That is what people understand. So I would phrase it, phrase it that they're getting the best possible deal. And it should work. It should increase conversion rate. Having Black Friday alone.
Escúchalo en el minuto 33:54
Estrategia y decisiones de negocioEn marcas de comercio electrónico que facturan menos de 3 millones de dólares, conviene formar a los futuros brand managers a partir de media buyers o especialistas en performance marketing; esto reduce centros de costos iniciales y asegura que el liderazgo comprenda el arbitraje de tráfico y los márgenes del negocio.
My now go-to for e-commerce brands doing under three million that I want to launch a brand, I generally make sure that they can cover one of the existing cost centers to ensure that it remains quite profitable. And generally, what I lean towards is performance marketing. You know how much that understanding of arbitraging traffic leads into all aspects of the business So, I like to train kind of brand managers from the ground up, from initially being a media buyer and letting them run the ads initially. Like, in the early stages, because you want to keep it profitable so you're not burning…
Escúchalo en el minuto 20:04
El verdadero valor de TikTok Shop radica en su sistema de afiliados para creadores
Canales de adquisiciónLa principal ventaja de TikTok Shop no es simplemente permitir el checkout dentro de la plataforma, sino los incentivos y la visibilidad que ofrece a los creadores, convirtiéndola en una plataforma de afiliación masiva.
Look, the true beauty of TikTok shops doesn't seem to be the ability to check out in the platform. It's the incentives and the visibility that creators now have to it's basically just become an affiliate platform. So that's where the value comes.
Escúchalo en el minuto 30:48
Medición y experimentosThe Oodie alcanzó entre un 65% y un 70% de clientes que afirmaron en encuestas haber conocido la marca gracias a recomendaciones de familiares y amigos frente a anuncios pagados.
So how many friends and family, how many people are getting recommended by friends and family versus Facebook? Like Udia at one point was like 65, 70% of that.
Escúchalo en el minuto 3:43
Pico de 180.000 usuarios simultáneos en sitio web por promoción de 1 dólar
Medición y experimentosUna estrategia de venta promocional a 1 dólar generó un volumen simultáneo de 180.000 visitantes en el sitio web de comercio electrónico, provocando la saturación del sistema de checkout de Shopify.
What's the thought process around, like, that $1 sale that is running right now? We're getting Role's in the ad account, which is fascinating. We actually broke Shopify's checkout, which I've never seen happen before. We had 180,000 people on the website at one time. It was pretty crazy.
Escúchalo en el minuto 39:23
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