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5 Red Flags Your Marketing Agency is Holding You Back
28 ideas de marketing sacadas de «5 Red Flags Your Marketing Agency is Holding You Back», de Professor Charley T. Sobre todo de medición y experimentos…
- 28 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 09 min
- Publicada en 2024
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El rol del gestor de paid media debe centrarse en el crecimiento del negocio, no solo en la ejecución en plataforma
Canales de adquisiciónLa configuración técnica dentro de la plataforma de anuncios representa solo una fracción mínima del trabajo (alrededor del 3%); el verdadero valor de un gestor de medios de pago o agencia radica en asumir una postura estratégica tipo CMO para diagnosticar y resolver los cuellos de botella del negocio que limitan escalar el presupuesto publicitario.
your job when you're hired as a paid example my job isn't to spend X money at X row as my job is to help the business grow it three what's wrong in the business I'm actually being in I'm installing myself effectively as CMO day one of you let's go fix that like just because your platform is only a couple hours it doesn't mean that your responsibility in trying to figure out how to grow the business doesn't actually require more time it's that the in the platform execution is 3% of the job and to that
Escúchalo en el minuto 30:32
Medición y experimentosOptimizar ciegamente al alza el ROAS, el porcentaje de clics (CTR) o la cantidad bruta de tests creativos puede empeorar los resultados globales del negocio si no están alineados con la escala y el beneficio neto real.
here's the Tweet okay three numbers that make your business worse yeah when they go up yep row as clickthrough rate number of creative tests yeah I've been
Escúchalo en el minuto 55:10
Evaluar campañas según su función en el embudo antes de pausarlas por bajo ROAS
Medición y experimentosNo se deben pausar anuncios basándose exclusivamente en el ROAS directo o en modelos de atribución de primer toque; una campaña puede mostrar métricas superficialmente bajas pero ser la principal cerradora a mitad y fondo del embudo, o viceversa.
Vision it breaks up your row ads into top middle and bottom of funnel so I'm checking out this campaign vday sale I'd probably be cutting this thing right if I was looking in ads manager or if I was looking at first touch attribution I'd be like you suck 0.18 rabs you're out uh but if I look at middle funnel it's like one of the best closers if I look at it bottom of funnel it's one of the best closers so that campaign is closing I got to keep it running I got to adjust opposite effect it's it's bringing people into the account into this world really effectively but it's not that closing type…
Escúchalo en el minuto 0:32
Desalineación de incentivos en los contratos tradicionales de agencias de marketing
Oferta y precioLos modelos de cobro basados en comisión sobre inversión publicitaria y retainers incentivan a las agencias a adjudicarse el mérito de otros canales y reasignar su mejor talento a nuevas cuentas en lugar de generar crecimiento real para el cliente.
contracts I think the average agency contract looks like one of three things first it's Commission on ad spend with retainer which objectively means my job as an agency has nothing to do with your success as a company it's how much credit for everybody else's work can I take so that you look good to your boss so that I can get a bigger check so that leans into part number two which is if it is working but not growing fast enough it's now not a good investment for the agency to give you the best quality help because we have you now I've got going to go up but if I give them the low rent Talent…
Escúchalo en el minuto 20:21
Oferta y precioEscalar el tamaño y la facturación de una agencia no necesariamente incrementa el beneficio neto personal del fundador; operar una estructura boutique reducida (aproximadamente 3 miembros y de 7 a 12 clientes) suele generar mayor ingreso disponible y mejor calidad de entrega que multiplicar el negocio por 4 o 5 veces debido a la sobrecarga operativa.
businesses that have a lot of Revenue that don't make much more money less yeah and the revenue of business has nothing to do with the take-home of people that run the have about three team members right and you got somewhere between seven and 12 clients between three team members and and I'm like you're making more personal income now then you will like four or five times this size uh and you're having more and you're doing better work so step number one ask yourself if you want to scale it um and
Escúchalo en el minuto 47:44
El modelo de comisión sobre gasto publicitario desalinea los incentivos de la agencia y el cliente
Oferta y precioCobrar un porcentaje sobre la inversión en medios (ad spend) crea un conflicto directo de incentivos: optimizar la eficiencia y reducir el gasto del cliente disminuye los ingresos de la agencia, penalizando el ahorro publicitario.
basically because I was saving the client $200,000 a day in media spend and overd delivering on the ass which sounds like a good thing except when you understand that we had a commission of 20% on ad spend so I effectively cost three or four times my annual salary in of you and your agency's incentives will never be fully aligned uh at best it can
Escúchalo en el minuto 16:44
El estancamiento al escalar suele deberse a medir métricas erróneas y descuidar la retención
Medición y experimentosMuchos negocios no logran escalar porque se obsesionan con métricas tácticas o de vanidad (como ROAS, microsegmentación o atribución) y comparaciones externas fuera de contexto, ignorando fundamentos críticos del negocio como la tasa de segunda compra y la retención real de clientes.
reason that most people aren't nearly as successful as they want to be is because they value the wrong metrics they ask the reason they can't get bigger is because of one of those issues now it might be they value silly things like targeting or Raz or me or they might be focusing on other like obnoxious things like pushing their attribution models and trying to change all sorts of other stuff they might be you know focused on LTV when their biggest issues a second purchase rate or customer retention I I think people are just so myopically focused on whatever screenshots somebody put up out of…
Escúchalo en el minuto 5:42
Estrategia de contenidosOfrecer contenido formativo gratuito con una calidad comparable a la que otros cobran permite crear máxima confianza en la audiencia y asegura que los prospectos estén educados y preparados antes de adquirir productos formativos de pago.
money right away absorb all the free stuff like the I would say personally my goal is to have my free stuff be competitive with what most people are charging for and when you're ready for more you can come to me for that yeah
Escúchalo en el minuto 1:08:25
Oferta y precioPara alinear incentivos con clientes en alto crecimiento sin desfinanciar el servicio, se puede estructurar un acuerdo donde la tarifa fija mensual disminuye progresivamente y de forma inversa a medida que la participación accionaria (equity) se va consolidando (vesting).
thing and for what it's worth most Equity deals that I construct are based around as the equity vests yeah the rate drops and inverse and inverse relationship so we're sympatico as it
Escúchalo en el minuto 44:09
Canales de adquisiciónOptimizar el gasto en paid social buscando maximizar ROAS y CTR inmediatos suele forzar al algoritmo a sobreimpactar únicamente a audiencias templadas de medio y bajo embudo. Esto genera métricas atractivas a corto plazo pero resulta insostenible, agotando el flujo de nuevos clientes y poniendo en riesgo la continuidad del negocio.
CTR goes up because I have an ad that has a great row as probably what's happening is I'm smashing my mid and bottom funnel in a way that is not sustainable and I'll get a great row as to the point where I go out of business still have people thinking that a really good roas and a really good CTR is great when they're chasing that they ultimately go out of business because they don't have any more Revenue well
Escúchalo en el minuto 1:01:59
Medición y experimentosOptimizar presupuestos guiándose únicamente por el ROAS de las plataformas es arriesgado, ya que combina variables difíciles de controlar (como el ticket promedio) con modelos de atribución y seguimiento poco fiables.
let's break this down what is Raz Raz is aov which probably we can't control divided by like the attributed revenue from ad spend which means ultimately you have to trust attribution and be able to track a customer journey I can't tell you like so there's a a number you can't control divided by a number you can't trust gives you really really bad information to take action on so like if Raz goes up that cu's poor decision making and I can't tell you like so many businesses make poor decisions and compound the issues they have because they're looking at out of context metrics and definitions…
Escúchalo en el minuto 58:51
Canales de adquisiciónOptimizar el gasto en paid social buscando maximizar ROAS y CTR inmediatos suele forzar al algoritmo a sobreimpactar únicamente a audiencias templadas de medio y bajo embudo. Esto genera métricas atractivas a corto plazo pero resulta insostenible, agotando el flujo de nuevos clientes y poniendo en riesgo la continuidad del negocio.
CTR goes up because I have an ad that has a great row as probably what's happening is I'm smashing my mid and bottom funnel in a way that is not sustainable and I'll get a great row as to the point where I go out of business still have people thinking that a really good roas and a really good CTR is great when they're chasing that they ultimately go out of business because they don't have any more Revenue well
Escúchalo en el minuto 1:01:59
Contratos de agencia con tarifa plana escalonada por cadencia fija
Oferta y precioCobrar una tarifa fija recurrente con incrementos preacordados periódicos (en lugar de porcentajes sobre la inversión en anuncios o incentivos variables) permite escalar la facturación de la agencia sin inflar la carga operativa, eliminando discusiones sobre modelos de atribución y alineando el valor con el crecimiento global del negocio.
is I am taking a flat fee not taking a commission on ad spend I have no performance incentive but my flat fee is going up on a consistent Cadence let's $2,000 and every three months I'm gonna raise that rate by 500 my job in that media person has nothing to do with worry about so that your business grows agency side you massively scale Revenue without scaling spending I don't care about attribution net positive for your business are you making more money now than when we you and I've taken that to easily five or 10x Billings over several years for
Escúchalo en el minuto 26:55
Retención y relación con el clienteHacer crecer las cuentas existentes (por ejemplo, elevando retainers de 2.000 a 5.000 o 10.000 USD/mes) permite multiplicar la facturación neta total de la agencia, haciendo que la pérdida ocasional de un cliente grande tenga un impacto menor sobre el crecimiento global.
but if we have five clients for $2,000 a piece when we're starting off right we're making 10K a month first off ma amazing if you grow a couple of those to five six or 10,000 Etc and you lose one looking back at it you might lose that $10,000 a month client but your net Grew From 10,000 a month to like 50 or 60 so you lost a little bit but also the quality of the
Escúchalo en el minuto 36:46
La falacia del 'rainmaker' y la falta de medición de incrementalidad
Medición y experimentosMuchas agencias y especialistas aparentan un alto desempeño simplemente por asociarse a marcas que ya contaban con un crecimiento preexistente inevitable, aprovechando la falta de sofisticación financiera para medir el impacto incremental real.
is most agencies are not sophisticated enough and their understanding of financials to legitimately point to their incremental impact on the business and so they focus on performance incentives but a performance incentive has nothing to do with success of the company it has everything to do with what can I do to look think there are a lot of people to use the analogy you used earlier John about people that can make it rain I think there's a lot of folks that were dancing so long that ultimately what they did well was be around when it rained and there's a lot of folks that ultimately their…
Escúchalo en el minuto 21:53
Medición y experimentosEn plataformas de atención como Facebook Ads, un CTR elevado a menudo se debe a un denominador reducido (pocas impresiones o saturación de audiencias pequeñas) y no a la calidad escalable del anuncio. Cuando un anuncio funciona y escala eficazmente, el volumen de impresiones crece más rápido que los clics, lo que reduce el CTR porcentual mientras amplía el alcance de negocio.
up generally your CTR goes up you think your CTR goes up because the denominator smaller CTR is clicks divided by by Impressions if your ad is good your impression count the denominator will grow at a rate linearly faster than the numerator will so a good ad that's good for your business will believe it'll have a lower CTR because it'll reach more people who are yeah if your frequency right because maybe it's good because your denominator small and it's just not getting served to more people which doesn't mean it's a good ad it doesn't mean you can scale that ad
Escúchalo en el minuto 1:01:14
Marca y posicionamientoAunque la polarización acelerada puede generar visibilidad y crecimiento de audiencia, un exceso de confrontación bloquea la receptividad del público, impidiendo que el mensaje de valor y ayuda llegue con eficacia.
because ultimately I've also realized that like the more polarizing I can there's a there's a path of growth of polarization yeah but in my ultimate goal of providing help and helping people see more success and creating more opportunity if I put myself in a position where people aren't able to hear what I'm saying then no matter how good my intentions are I'm ultimately never going to get there so what I will
Escúchalo en el minuto 51:01
Medición y experimentosUn incremento en el ROAS no siempre refleja una mejora real del negocio; puede deberse a que los anuncios pagados solo se atribuyen compras existentes (canibalización/retargeting sin ingresos incrementales) o a una subinversión que desaprovecha la oportunidad de escalar.
thing I would even say like the reason your row as goes up is really like one of three things number one you're taking way less incremental revenue from your paid media so you basically just have more maybe retargeting ads that are sharing credit for a sale with email campaigns and Google so your row as goes places because if you legitimately are making more money for your paid media efforts and that is ultimately growing objective is also growth what you're telling me is I am proud of myself for collating untapped potential in a way where I'm missing the opportunity to take advantage of it…
Escúchalo en el minuto 56:05
Oferta y precioEn lugar de escalar una agencia gestionando docenas de cuentas, una alternativa rentable consiste en operar con un número muy reducido de marcas bajo esquemas de CMO fraccional, asociaciones estratégicas o compensación vía equity, alineando los incentivos de crecimiento mutuo sin incurrir en costes masivos de estructura.
could be one model your model might also be we're going to stay small and just buy into Equity where you're eff you're effectively a media buyer rent to buy to VC type of relationship like right I've seen those things work tremendously well I'm only working with a couple Brands as sort of like this fractional CMO and and for most of them some form of equity is on the table or some form of partnership with my own company that will mutually grow right it's like oh we're going to
Escúchalo en el minuto 45:35
Oferta y precioSi una agencia o consultor busca capturar valor mediante participación accionaria (equity), debe pactarlo en etapas tempranas; una vez que la empresa alcanza decenas de millones en facturación, a los fundadores les resulta mucho más costoso y se resisten a ceder equity.
closely the problem is once they get to 50 or 100 million they don't want to give up Equity so easily anymore like they would have given you some Equity when it was like a million um but they yeah it gets a little bit harder to get get them to give up any Equity piece at fair if you've raised somebody from three million to five to 50 million like if you waited that long to buy into the equity it's more way more cost- effective for them to never give
Escúchalo en el minuto 43:14
Estrategia y decisiones de negocioA medida que una agencia logra escalar con éxito el negocio de un cliente y los honorarios aumentan, llega un umbral donde para el cliente resulta financieramente viable y preferible contratar un CMO o equipo in-house, representando una 'graduación' natural del cliente y una tensión inherente en el modelo de retención de agencias.
if it grabs graduates to where you don't me that's great that's success and if I end up losing a client because ultimately they don't need me after we've gone from 10,000 to 50 the work sometimes the the client gets to a point where they move on like it honestly because of how much they're paying us now you know it makes sense for them to hire that in housee it's like if I'm well okay but now you're paying them half a million dollars a year you know what you can actually afford is a real CMO yeah a real in-house CMO and that that by definition makes it so that the agency is is not aligned…
Escúchalo en el minuto 32:57
Desalineación de incentivos en el modelo tradicional de agencia
Estrategia y decisiones de negocioEn los modelos habituales de contratación de agencias por servicio o entregable, los incentivos están desalineados: la agencia busca ejecutar lo prometido con el menor consumo de recursos humanos posible para maximizar su margen, mientras que la marca necesita optimizar su rentabilidad y crecimiento general.
just there to be an Executor and it's like we're paying you X for y incentivization model is not aligned with the client incentivization model so they're not incentivized if you own the brand the same way you are they're not incentivized to to grow the brand or to grow the uh contribution margin or to grow they're incentivized to execute what you've paid them to execute as efficiently as possible by as efficiently as possible I mean with as little human resource dedicated as possible to give you to do the to do the
Escúchalo en el minuto 25:23
Oferta y precioLos modelos tradicionales de agencia suelen generar desalineación de incentivos a largo plazo; incorporar participación en el capital de la empresa (equity) como parte del acuerdo asegura que la agencia y el negocio compartan exactamente los mismos objetivos de crecimiento.
but but again it's just you know not an aligned incentive model now you know if we if you get to a point some agencies try and do this thing where it's like they're going to take an equity piece of the business and I've even heard you say that before like you know I'll run your marketing department for an equity pce of the business I think the reason that you're doing that is because ultimately you know it's more aligned you know it's a more aligned
Escúchalo en el minuto 35:30
Promoción de eventos presenciales en retail con anuncios locales
Canales de adquisiciónInvertir un presupuesto moderado en campañas de anuncios dirigidas a un evento presencial en una tienda física puede generar un retorno inmediato elevado al concentrar la afluencia y la conversión de ventas en una sola jornada.
was running a local retail store and we spent a few hundred bucks and we got like so many people to this live event at our store and we did like 15 10 or 15 grand in sales that day so the ROI on it was insane but it's a little bit
Escúchalo en el minuto 12:32
Estrategia y decisiones de negocioCuando un especialista en marketing vincula su autoestima e identidad al éxito de campañas pasadas, le resulta difícil admitir y corregir cuándo una estrategia ha dejado de funcionar, ya que el fracaso técnico se experimenta como una amenaza a su valor personal.
I think you know back to your point earlier about you know kind of your unpopular opinion that there's just a lot of people out there that give you know poor advice or or advice that like they just have egos it's because of that right it's because they've created this self-worth that like I'm a r I'm a rain maker I can make rain I've made rain before uh I've made campaigns that make money before so like it's it's very hard to kind of like swallow that and say like but I'm not able to do it anymore because it's not just a matter of like oh let me you know have no ego and be humble and and…
Escúchalo en el minuto 13:38
El ROAS como señal de capacidad de escala en productos de compra única
Medición y experimentosEn modelos de negocio donde el valor del cliente se concentra casi por completo en la primera compra (sin recompra recurrente), la subida del ROAS actúa como señal directa de margen disponible para aumentar el presupuesto publicitario y escalar la adquisición.
uh Brands where uh lot of the value is tied up in the first purchase right so just inherent a lot of the values tied things lots of the value tied up in the first purchase and typically what happens is the roaz gets better and it's like oh we have more room for scale and they scale into it right the roaz getting better is just a signal that they have more room for scale and then they scale into it uh so yeah I mean I fixed is making the business better because it's giving us more working
Escúchalo en el minuto 57:19
El debate constructivo como acelerador de aprendizaje profesional
Estrategia y decisiones de negocioEl desacuerdo y el debate abierto entre profesionales con buenas intenciones resultan indispensables para el crecimiento de la industria, ya que no se genera nuevo aprendizaje cuando las partes solo buscan que les confirmen que tienen razón.
is debate and and disagreement is healthy right so as long as everybody is coming from a place of good intention and everybody is just trying to win and coming from from a place of good intention and trying to you know help trying to learn I think debate is a of this engagement because the honest truth is neither of us learn anything from being told that we're right yeah
Escúchalo en el minuto 1:06:00
El costo de oportunidad de internalizar marketing solo para ahorrar costes en empresas grandes
Estrategia y decisiones de negocioReemplazar un CMO fraccional o equipo externo exitoso únicamente para ahorrar unos cientos de miles de dólares en un negocio de ocho o nueve cifras representa una mala inversión, dado que el riesgo de desacelerar la curva de crecimiento supera con creces el ahorro obtenido.
like okay I get that you're paying me500 $600,000 a year now but like your business does 50 million or 100 million a year like you really care like you really like care that much about bringing me from five or 600,000 and saving you know a couple hundred thousand and doing 300,000 like when we're the ones who've gotten you like M like what if that's a detriment what if that slows your growth curve or what if whatever yeah the opportunity cost of saving 200 Grand on a nine figure business is ABS absolutely a bad
Escúchalo en el minuto 41:30
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