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2024 Guide to Scaling Any Brand FAST!
21 ideas de marketing sacadas de «2024 Guide to Scaling Any Brand FAST!», de Professor Charley T. Sobre todo de retención y relación con el cliente…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 38 min
- Publicada en 2024
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Retención y relación con el clientePara descubrir qué oferta inicial genera clientes más valiosos, cruza el historial de transacciones de tus compradores recurrentes y determina cuál fue el producto más común que adquirieron en su primera compra.
to do three things today first take your return customers and your new customers and index them against each other now literally just make an Excel spreadsheet of returning customers and what they bought all your return transactions and then your new customers and what they bought all of your first transactions throw into to chat GPT and say of all my returning customers what was the most common thing bought on the first trip you you can get that done in like
Escúchalo en el minuto 28:21
Medición y experimentosPara descubrir qué oferta inicial maximiza el valor de vida del cliente (LTV) sin recurrir a software complejo, se debe analizar el historial de ventas de los últimos meses, cruzar la lista de clientes recurrentes con la de clientes nuevos y detectar cuál fue el producto de primera compra que con mayor frecuencia convirtió a un usuario en comprador recurrente.
what get you here it's about understanding what what products most easily and heavily index to Future any of that [ __ ] it's really easy go back over the last 10 months and pull a list of all of your repeat customers and all of your new customers and then cross reference that list of repeat customers with new ones what product most often shows up in the new column for folks that have bought multiple times what product most heavily indexes to Future cash flow if you know that you're going
Escúchalo en el minuto 7:56
Retención y relación con el clientePara escalar un negocio de forma rentable, se debe identificar y optimizar primero el cuello de botella más profundo en el viaje del cliente (como la tasa de segunda compra), y solo después trabajar hacia atrás en el embudo para enviar más volumen a ese punto.
Facebook the third fundamental truth is the way to fix your problems is to look as far down in the funnel and as late in the customer Journey as possible to some inflection point that you can no longer make any better and then look to One Step before it and amplify the volume of things you get to bigger well I work on what happens after the first purchase to get somebody to this point if I can improve my customer Journey if I can improve the product quality if I can improve the way I talk to people or the way I treat them or my user experience or my business model and Beyond and when you…
Escúchalo en el minuto 23:42
Aumentar la tasa de segunda compra genera más rentabilidad y estabilidad que optimizar el CPA de adquisición inicial
Retención y relación con el clienteEl punto de inflexión más determinante para la escala y predictibilidad del flujo de caja de un negocio no es reducir marginalmente el costo por adquisición en anuncios de captación, sino incrementar la proporción de clientes que realizan una segunda compra (por ejemplo, elevarla del 2% al 5% o del 5% al 15%). Optimizar exclusivamente para rentabilidad en el día 1 vuelve inestable la planificación financiera y de…
buy again the single stickiest inflection point in the acquisition of Revenue in your business is not optimizing your Facebook ads to get a sale for 23 instead of 30 is getting your business to go from 2% of people buy a second time to five or from 5% of people buy a second time to 15 now when of transactions which means you can't actually project cash flow or inventory actually focusing on scaling our business by turning a single time customer into a repeat customer well now it's about how sustainably does this
Escúchalo en el minuto 6:29
Optimización inversa del customer journey desde la retención hacia la adquisición
Retención y relación con el clientePara construir un modelo de negocio sostenible, la optimización debe comenzar en la fase final del viaje del cliente (recompra, suscripciones y LTV) y retroceder etapa por etapa hacia la adquisición únicamente cuando se hayan maximizado los cuellos de botella de retención y conversión.
here's the fundamental truth that almost nobody's talking about what we really need to do is start at the end of the detail if we know that 5% of people buy a second time and we can get it to 10 or our operational capacity as a business we do next well we go one step earlier journey and we do the same exercise how do we improve our business model and our improve this business model and lift the LTV to four five six different purchases then this maxes out so let's move to this step which might be the end of the
Escúchalo en el minuto 15:10
Distinción entre el embudo de ventas y el viaje del cliente (Customer Journey)
Retención y relación con el clienteEl embudo de ventas finaliza en la primera compra, tratando esa primera transacción esencialmente como un lead. El verdadero viaje del cliente (customer journey) ocurre horizontalmente después de la compra inicial, abarcando las transacciones recurrentes y la construcción del LTV, donde se genera la mayor rentabilidad con menor costo de adquisición.
the customer Journey most importantly has nothing to do with it your marketing and sales funnel ends at the first purchase that first purchase is is basically a lead your customer Journeys what happens after somebody buys and what leads to their second or third or fourth transaction with your business from you again or you can be a business that's acquiring profitable customer Journeys with future cash flow at a want you to understand is a funnel is a vertical Journey top of funnel mid funnel bottom funnel the ends at a transaction the customer Journey however is a horizontal path from first…
Escúchalo en el minuto 3:13
Medición y experimentosProbar demasiadas variables simultáneamente (como decenas de productos, múltiples landing pages y cientos de anuncios) divide el tráfico en muestras diminutas e inconsistentes, imposibilitando la obtención de aprendizajes procesables.
data and if you're testing 10 different products with five different landing pages and 100 different ads you're getting very small amounts of data and if you're doing that with things that provide instability in the front end of your business model then that data isn't consistent and volume and quality and makeup and character and like there's no consistency And if every single day that you run a test your data set looks completely different the ability for you to make actionable Insight is basically null and void if you have complete [ __ ] chaos here the ability for you to improve what…
Escúchalo en el minuto 30:14
Retención y relación con el clienteEl paso de la primera a la segunda compra es el punto de inflexión más determinante para la rentabilidad de un negocio; la optimización de conversión debe orientarse a captar clientes con alta probabilidad de recompra en lugar de limitarse a maximizar la adquisición inicial.
to more effectively getting these people to buy a second or a third or fourth time and the single most effective way of maybe getting somebody to buy a third or fourth time is to get them to buy a second that inflection point is the single greatest fulcrum in most businesses and is sadly one of the most ignored data points by almost every really gets to is we have to begin to look at conversion rate optimization not just as how do we get customers to buy a second time but also understand that conversion rate optimization is around how do we set up the right type of customers that are more…
Escúchalo en el minuto 10:30
Ingeniería inversa del embudo enfocada en el producto de mayor valor
Oferta y precioPara escalar un negocio a altas cifras, no comiences optimizando la captación fría sino expandiendo al máximo el producto o etapa final que genera mayor margen y valor, calculando luego hacia atrás el volumen de prospectos necesario para alimentarlo.
want to be an eight figure business don't start it how most effectively do I get somebody in focus on what is the thing that makes me the most money and then back your way into what you need to be doing take the last bottleneck of most value and expand it as much as you can and then work on the step beforehand to drive as much volume to it and
Escúchalo en el minuto 26:44
El ROAS de plataforma y las ventas brutas no equivalen a beneficio real
Medición y experimentosLas capturas de facturación en Shopify o las métricas de ROAS infladas en plataformas de anuncios no representan dinero real si no se deducen el coste de adquisición, el coste de bienes vendidos (COGS) y las distorsiones de los modelos de atribución.
great screenshot of a Shopify account but they don't account for marketing costs or cogs they say well I've got a Facebook roll as of whatever the [ __ ] that's not real money that's not take-home bank account generally that's a According to some attribution model that they've decided on cuz it made them look good
Escúchalo en el minuto 34:11
Medición y experimentosModificar constantemente los anuncios y las audiencias introduce variabilidad en el perfil de cliente que entra a la tienda, lo que invalida la consistencia de los datos y hace casi imposible testear y optimizar de forma predecible la retención y el comportamiento posterior a la compra.
of data and why this really matters is the more different types of attention the more different types of traffic the more different types of people come into your store the harder it is for you to understand how to turn any of them into repeat bu the more instability happens at the top funnel the more impossible it is to test here to get somebody to this point regulars but what if every single day the people that walked in the door were completely different what if you changed your ads and your audiences all the time time as long as the ads and the audiences don't change as as long as the…
Escúchalo en el minuto 11:45
Explotar canales de alta eficiencia antes de escalar agresivamente en paid social
Canales de adquisiciónAntes de sobreescalar la inversión en Facebook Ads —que suele ser uno de los canales de mayor coste relativo— es indispensable optimizar y agotar canales con mayor eficiencia como búsqueda, flujos de email, CRO, afiliados y orgánico.
can't get any more efficien here well if you've doubled your budget when's the last time you touch your search what about improving your organic what about getting Affiliates or simple things like improving your email flow what if you more efficient than Facebook cuz remember Facebook is probably the single least efficient marketing channel that should be in your mix until you're at crashed and nobody ever said hey we've taken you from 500 a day to 2,000 a day maybe you should double your search budget maybe you should be working on your email flows and your onboarding the bottom funnel those…
Escúchalo en el minuto 16:51
Oferta y precioEl presupuesto de captación pagada debe concentrarse en adquirir clientes a través de los productos de entrada que generen mayor volumen de recompras posteriores, en vez de repartirlo en productos que no producen margen futuro.
at what was going on we saw well they was actually promoting five different products so I said okay let's take it for instance if one of these never gives you future profit another one gives you a 5% lift and another gives you 100% lift every time you invest in making no future profit that's money that could be spent in doubling that money yeah you're making a profit on day one but you're denying your access to a 2X lift and to be fair if you focused on only getting that 2x lift and you made it your job to get one additional transaction if it went from 0o to 5% or from 5% to 20 it's not a 2X…
Escúchalo en el minuto 20:32
Oferta y precioEl presupuesto de captación pagada debe concentrarse en adquirir clientes a través de los productos de entrada que generen mayor volumen de recompras posteriores, en vez de repartirlo en productos que no producen margen futuro.
at what was going on we saw well they was actually promoting five different products so I said okay let's take it for instance if one of these never gives you future profit another one gives you a 5% lift and another gives you 100% lift every time you invest in making no future profit that's money that could be spent in doubling that money yeah you're making a profit on day one but you're denying your access to a 2X lift and to be fair if you focused on only getting that 2x lift and you made it your job to get one additional transaction if it went from 0o to 5% or from 5% to 20 it's not a 2X…
Escúchalo en el minuto 20:32
Canales de adquisiciónEl modelo de negocio y su capacidad de monetizar clientes es lo que permite escalar la inversión publicitaria; las tácticas en la plataforma de anuncios solo aprovechan la oportunidad existente, no crean un negocio más grande por sí solas.
your Facebook ads are all about amplifying the opportunity that your business model has this is the single thing is a business model is what scales the advertising you're going to hear a lot of lies from a lot of marketers and I'm myself that my operation in the ad account scaled the business that's a complete lie at Best you've helped that business take advantage of all the opportunity on the table you've helped them get the biggest piece of the pie you never made the pie any bigger that's
Escúchalo en el minuto 21:13
Alinear la operativa promocional diaria con la meta final de facturación
Estrategia y decisiones de negocioPara escalar un negocio de forma sostenible es indispensable auditar si las acciones operativas y tácticas cotidianas realmente guardan correlación y contribuyen al objetivo macro de ingresos, en lugar de ejecutar tareas desconectadas del resultado final.
businesses almost none of them have continuity between daily operations and the promotion of their business and their ultimate end goals that's the biggest liability to figures and it's because we start with the why Simon sy's Golden Circle what are we trying to do here our why is we want to get to 10 million a month we want to get to 10 million a year we want dollar well is what we're doing here going to help that to is [ __ ] no there's almost no correlation and when you can honestly
Escúchalo en el minuto 32:05
Canales de adquisiciónCambiar continuamente las audiencias y creatividades introduce perfiles de cliente impredecibles en el embudo, lo que imposibilita construir y optimizar un recorrido comercial consistente y rentable hacia compras posteriores de mayor valor.
impossible audiences are complete waste of your time because if they change out all the time up here here what do you think is going to happen when you change your audience and you change your ads and you're attracting different types of people cuz you're getting different pockets of the audience and all this stuff down to this inflection point do you think if that changes every single day or every single week or every single month you're going to realistically be able to turn that person into something else that's of more value because this person changes constantly the answer is no so what…
Escúchalo en el minuto 27:52
Medición y experimentosModificar constantemente las creatividades o la segmentación en la parte alta del embudo altera a diario la tipología de tráfico que entra a la web, lo que distorsiona las métricas de CRO y hace imposible mantener mejoras estables de conversión en el funnel.
the CR of your landing page changing your ads on Facebook is a giant liability because again if the type of people that come to your store change every day do you really think you're going to be able to make your landing awesome why are we still at a 2.1 if we're getting 20% better consistently why are we still at the same number well it's because this thing that happened before changes every single day so like while you're winning up here and getting lucky and chasing all of this stuff that's completely unsustainable what happens further down in the funnel and all this way out in the…
Escúchalo en el minuto 18:40
Retención y relación con el clienteAl priorizar la retención y la segunda compra, 310 Nutrition escaló en un año de facturar entre 25.000$ y 30.000$ al día hasta alcanzar los 100.000$/día (amaneciendo con 40.000$ en cuenta antes de la inversión diaria), logrando que los ingresos provenientes de compradores recurrentes superaran el gasto en publicidad.
I was running 310 Nutrition when I started it was maybe 25 30k a day it got to the point within a year that we were waking up with $40,000 and the bank account and I was hitting 100K by the end of the day I was making more money from the repeat purchasers than I was spending on ads that is how you make a lot of money
Escúchalo en el minuto 13:49
Retención y relación con el clienteAl priorizar la retención y la segunda compra, 310 Nutrition escaló en un año de facturar entre 25.000$ y 30.000$ al día hasta alcanzar los 100.000$/día (amaneciendo con 40.000$ en cuenta antes de la inversión diaria), logrando que los ingresos provenientes de compradores recurrentes superaran el gasto en publicidad.
I was running 310 Nutrition when I started it was maybe 25 30k a day it got to the point within a year that we were waking up with $40,000 and the bank account and I was hitting 100K by the end of the day I was making more money from the repeat purchasers than I was spending on ads that is how you make a lot of money
Escúchalo en el minuto 13:49
Medición y experimentosCasos de escalado acelerado muestran que 310 Nutrition pasó de facturar 15 millones a 100 millones de dólares, mientras que Underoutfit creció de 50.000 dólares al mes a 1 millón de dólares semanales en menos de dos años enfocándose en la adquisición de clientes con flujo de caja futuro.
helping 310 Nutrition go from 15 million to 100 or under outfit go from 50k a month or under outfit go from 50k a month to a million a week in less than 2
Escúchalo en el minuto 1:28
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