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7 Astonishing Digital Marketing Predictions for 2024 | Perpetual Traffic EP 551
22 ideas de marketing sacadas de «7 Astonishing Digital Marketing Predictions for 2024 | Perpetual Traffic EP 551», de Perpetual Traffic. Sobre todo de…
- 22 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 45 min
- Publicada en 2023
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Reutilizar lead magnets y contenidos antiguos agrupándolos en un mega bundle gratuito
ConversiónCuando los lead magnets individuales pierden tracción por fatiga de la audiencia, empaquetar todo el contenido histórico acumulado en un único repositorio descargable crea una oferta gratuita de volumen irresistible que reactiva el valor del material legado y capta prospectos indecisos.
the Nugget um this works especially well gate or use to acquire leads you're creating this content and you're using it as like a lead Magnet or a follow-up then as that content ages out or atrophies you move on to other content but you end up with this massive repository of really valuable stuff and usually the atrophy comes just because your audience has gotten used to it so you should do what I call drum roll the bundle and the bundle is you take every piece of content that you've ever created that you're no longer using as a specific gate and you put it all into one great big wait for it…
Escúchalo en el minuto 1:40
Mantén la propiedad directa de tus cuentas publicitarias y bases de datos
Canales de adquisiciónNunca permitas que una agencia o proveedor externo sea el dueño exclusivo de tus cuentas publicitarias o de tus bases de datos de clientes, ya que si cierran o terminas la relación perderás todo el historial, datos de atribución y activos del negocio.
now all my clients contact databases are gone all the funnels are gone everything's gone and I had no recourse I had no backup plan so don't get caught and control all of your ad accounts you in case you ever leave but at the very least own your ad accounts we met Agency owned it it's like that's just not right and all the data was in there so don't do that and that's a huge
Escúchalo en el minuto 30:21
Estrategia de contenidosEn lugar de vender cursos básicos de bajo ticket (donde el coste publicitario para vender a 1.000 alumnos a 100 $ puede absorber prácticamente los 100.000 $ de ingresos), es más rentable regalar esa información públicamente para alcanzar a 100.000 personas, ganar su confianza y monetizar cuando te contraten para servicios o productos de mayor valor.
give it to you for free because why would I charge you for this information because you having information will make you a better customer in the future and information that we've been charging for as infom marketers for decades that's going we're going to give that a way to earn the attention and my business create a course and and you sell it to a th000 people and you sell it for 100 bucks there's $100,000 well the amount of money it takes to promote a course to a th000 people and sell to a th000 people and make that $100,000 today in paid traffic is probably about $100,000 aside if you…
Escúchalo en el minuto 40:21
Reducir costes de adquisición utilizando campañas de notoriedad y contenido en lugar de conversión directa
Canales de adquisiciónAnte el encarecimiento de los anuncios directos a venta, resulta más eficiente captar atención mediante campañas de alcance, notoriedad o reproducciones de vídeo (cuyo coste puede ser entre 10 y 20 veces menor) y canalizar ese tráfico mediante un lead magnet intermedio antes de pedir la compra.
is moving away from the straight line conversion model which is where all the enhance your aov but also you can play that awareness consideration conversion game that we've talked about here on the show many times that's where you're campaign types that aren't as expensive right and in some cases it's 10 to 20 times less to get in front of maybe the but maybe you can create your Market for you through awareness ads through reach ads through video view ads and then maybe even a middle transitionary period with a lead magnet that ultimately leads to the sale that type of traffic is less…
Escúchalo en el minuto 12:01
Estrategia y decisiones de negocioLos directores de marketing deben verificar periódicamente la salud operativa de sus agencias proveedoras y retener siempre el acceso directo y la propiedad de todas las cuentas publicitarias y activos de la empresa para evitar pérdidas operativas graves si la agencia quiebra o cierra.
leads to another prediction and actually some advice if you're a director of marketing or CMO or business owner go check do a health check on the agencies that you're working with because especially the smaller ones that can't if they go under whilst holding the bag that's a game of pot Hot Potato that you might lose do you have access to all that account all those accounts do you have all the assets necessary do you know where things are so I'm not telling just go double check and ask the hard questions hey guys you know how's how's business how are you doing can you stick see financials but…
Escúchalo en el minuto 29:15
Usar el podcast como herramienta de nutrición y adoctrinamiento post-captación
Estrategia de contenidosEn lugar de tratar el podcast únicamente como un canal de adquisición de tráfico frío, las empresas pueden dirigir a los prospectos hacia sus episodios inmediatamente después de que entran al embudo para educarlos, construir confianza y acelerar su adoctrinamiento.
is still a smart thing for businesses to do absolutely I don't even think from an acquisition perspective I'd say go send your prospects to your podcast after they land and then use that as an indoctrination method I mean we have a
Escúchalo en el minuto 24:47
Estrategia de contenidosEn servicios y transacciones B2B de alto valor, un podcast no requiere millones de descargas para ser rentable; basta con llegar a una audiencia pequeña pero hipersegmentada (unos cientos de oyentes específicos) para nutrir a prospectos, construir autoridad ('know, like and trust') y facilitar el cierre de operaciones de alto monto.
use him as an example like he's in the m&a space in the agency world he has a podcast he uses it to recruit deals for him that are worth like he just did one that was worth over $900,000 he got on a commission and you know what he did to help bring that in it was a referral obviously but he had them listen to a bunch of his podcast to get to know like and trust him and he used it as sort of part of his sales funnel it's brilliant once a week maybe a couple hundred per episode but the point is it's the right couple hundred that's exactly it's agent a market for it and the niche you know the…
Escúchalo en el minuto 25:28
Estrategia de contenidosGrabar contenido largo en video en YouTube permite alimentar el resto de canales: extraer el audio para el podcast, recortar fragmentos para Shorts, Reels o TikTok, y transcribirlo para blogs y correos.
Genesis of creation starts because YouTube is the best place to repurpose from so if you have a podcast you might as well record a YouTube video and then strip the audio for the podcast if you're doing Tik Tok and Instagram reels you might as well record a YouTube video and then cut the reels up like YouTube is the best place to yeah and then YouTube short that's exactly right uh even long form blogging offers webinars uh anything that you do to go live like YouTube's I think the Hub to the multiple Spokes and if you're not
Escúchalo en el minuto 33:06
Estrategia de contenidosGrabar contenido largo en video en YouTube permite alimentar el resto de canales: extraer el audio para el podcast, recortar fragmentos para Shorts, Reels o TikTok, y transcribirlo para blogs y correos.
Genesis of creation starts because YouTube is the best place to repurpose from so if you have a podcast you might as well record a YouTube video and then strip the audio for the podcast if you're doing Tik Tok and Instagram reels you might as well record a YouTube video and then cut the reels up like YouTube is the best place to yeah and then YouTube short that's exactly right uh even long form blogging offers webinars uh anything that you do to go live like YouTube's I think the Hub to the multiple Spokes and if you're not
Escúchalo en el minuto 33:06
La viabilidad de la publicidad pagada exige modelos de ascensión y recurrencia para ampliar el LTV
Oferta y precioA medida que el plazo para recuperar la inversión publicitaria se alarga de 30 o 90 días hasta incluso un año, un negocio no puede sostenerse solo con la conversión inicial; requiere ofertas de continuidad (suscripciones), ventas complementarias (upsells) y modelos de ascensión que incrementen el valor de vida del cliente.
now the goal is I'm I'm profitable through LTV and that LTV mile marker is getting pushed out further and further and further and further first it was 30 days 90 days now you have businesses that aren't profitable for the first the long game if your return on your ad spend is less than 30 days you're going to be squeezed out really of that conversion Market it's a cash flow issue so you have to be able to look at things longer term obviously build uh you know build not only upsells and Ascension models but also continuity other ways to enhance lifetime value so there is that
Escúchalo en el minuto 10:46
Empaquetar cursos y activos formativos pasados en una membresía recurrente (continuidad)
Oferta y precioPara rentabilizar cursos y contenidos de archivo que ya no se comercializan individualmente, se pueden agrupar en un repositorio cerrado accesible bajo suscripción mensual, sumando sesiones en vivo o soporte para sostener la retención del programa de continuidad.
know I've seen this trend going on for a long time this bundling idea and for Kern and Frank Kar did this he basically put all of his best stuff because he just creates all these Great Courses and a lot of which are you know maybe not quite as Evergreen as they maybe uh should be but he in essence put it into an entire repository and then charge something ridiculous like $99 $90 a month or whatever it happens to be it of people were now doing this and the key is is how do you sell continuity continuity is hard to sell if you don't know what continuity is it's you pay a monthly fee it's like…
Escúchalo en el minuto 3:50
Migración de la búsqueda y descubrimiento hacia plataformas sociales y de video
Canales de adquisiciónPlataformas de video y redes sociales como TikTok y YouTube están reemplazando a los buscadores tradicionales en el descubrimiento de productos y aprendizaje, debido a la preferencia de los usuarios por respuestas en formato visual.
my own behavior is that I think social media just in general like how Tik Tok is now being used it's being used as a search engine yeah and so weird I it's so strange but that's how they use it like that's how they discover everything now or you know Instagram reals to a certain degree but definitely Tik Tok like it's a search engine social media has now become like a search engine for the things that I want to learn or I want to know about are visual in nature and I use YouTube as my search engine I
Escúchalo en el minuto 35:28
Transición de venta individual a modelo de suscripción 'all-access' en infoproductos
Oferta y precioEn negocios de formación y contenidos, empaquetar todo el catálogo en una suscripción recurrente (o tarifa plana anual) genera un modelo de ingresos predecible frente a la venta de cursos individuales de ticket medio. La estrategia de captación consiste en atraer leads mediante ganchos o productos individuales específicos y ofrecerles inmediatamente la alternativa de adquirir ese ítem o desbloquear la biblioteca…
did the same thing they used to sell like all these courses for like three figures you know 3.99 5.99 $69 and now it's in a continuity program and it's in be in app and it's I think it's like $90 trend I think this bundling idea whether even consider it as a business model and examples and how they actually bring you in is through probably like individual lead magnets right individual calls to action for a product and then it say Hey you know you can buy this or you can get everything for One Flat Rate you know on an annual basis or maybe on a continuity basis so uh super
Escúchalo en el minuto 5:21
Canales de adquisiciónPara negocios locales o verticales específicos, colaborar con creadores pequeños pero con audiencias hiperenfocadas y alta capacidad de movilización resulta más rentable y efectivo que pagar a macroinfluencers con audiencias dispersas.
influencer then if I'm a landscaping company dude there's a mommy blogger in your city Mr or Mrs landscaper right now today that has 250 people foll her but that's 250 homes yeah most landscapers don't have that many clients do you know talking about they're so context dependent I wouldn't dismiss small influencers especially if you're a small has to say um and so I think the right small influencer could actually be more impactful than the larger influencers who have diluted messaging or diluted audiences they're not niched down I think it really has to be a match for
Escúchalo en el minuto 17:27
Canales de adquisiciónMil impresiones generadas mediante un creador con autoridad y afinidad temática tienen un valor comercial superior al mismo volumen de impresiones en una plataforma como Meta, gracias a la confianza previa y la transferencia de credibilidad hacia la marca.
get a placement you know CPM with an influencer is way different than CPM with an ad Network because if I get a th000 views in meta that's a th000 views to a audience if I get a thousand views from Evan carmichel the world Authority inside of YouTube people trust him and he's already specific and he's identified as Niche and and if he's that he knows are in alignment with his audience yeah and so the value of that traffic is exponentially higher and
Escúchalo en el minuto 15:50
Oferta y precioLos cursos estériles basados únicamente en contenido teórico están destinados a perder cuota de mercado, ya que basta con que un competidor en el nicho decida regalar esa misma información para destruir el modelo de pago; la defensa consiste en empaquetar la formación con comunidad, servicios o vías de ascensión.
if you're a course creator with a in a lot of ways unless you can bundle the course Creation with Community Services some level of Ascension I think just Flatout basic sterile course creation I think you're going to have a tough time come you know all it takes is one Alex from in your industry to turn around like oh you want to charge for that how about I give it away for free m you know and then destroys the whole market then it's done in your industry go be that person go be the one who destroys the market because then everybody's gonna flock to you yeah
Escúchalo en el minuto 42:03
Erosión del modelo clásico de infomarketing y apilamiento artificial de valor
Oferta y precioLa fórmula tradicional de venta de cursos (apilar bonos ficticios para inflar el precio percibido a miles de dólares) pierde credibilidad cuando referentes del sector exponen la estructura de esos guiones y entregan ese valor de forma accesible o gratuita.
wrap this thing up it's the death of info marketing ah infom marketing is Orosi oh Alex Orosi murdered publicly in front of 500,000 people murdered info marketing he that with that book launch joke what he was doing was like an elaborate comedy act because he ran you through the standard script the standard Ascension like oh you don't you don't just get that you get this and you get that and you get this and I could charge $20,000 for it because you get this and
Escúchalo en el minuto 39:22
La falta de autenticidad en colaboraciones pagadas erosiona la efectividad del contenido
Canales de adquisiciónCuando las audiencias detectan que una mención es un patrocinio puramente transaccional sin un respaldo genuino del producto por parte del creador, la campaña pierde impacto debido a la saturación publicitaria y la pérdida de confianza del usuario.
inauthentic cre Creator content I'm starting to see too much of it now and I can just tell like the audiences that shorts like you can start to tell like who is paid and is a content creator being paid through an agency and who actually believes in the product itself D you tell right away right not hard we're at that point where it's become so saturated it's not not going to be as effective so if you look at sort of some
Escúchalo en el minuto 18:57
Migración presupuestaria hacia microinfluencers ante la saturación de los gigantes publicitarios
Canales de adquisiciónCuando el coste de competir en subastas de plataformas como Google o Meta deja de ser rentable para empresas sin gran capital, la alternativa natural es desviar presupuesto hacia alianzas directas con creadores y microinfluencers del nicho.
the one of the one of the alternative routes that I see people pursuing is the influencer space I think that influencer marketing if I can't go to Google or and I can't go to meta and I can't just say you know I want to play and here's what it costs the next smartest thing for me to do is to find the influencers and micro influencers in those space or in that space excuse me and partner and pay with them and I think the level of
Escúchalo en el minuto 14:39
Evolución del podcasting hacia la hipersegmentación temática y microaudiencias
Estrategia de contenidosEl futuro del podcasting no exige audiencias masivas para ser rentable o valioso: la tendencia apunta hacia una ultra-segmentación sin límites temáticos donde comunidades locales o nichos específicos generan valor con apenas decenas o cientos de oyentes leales.
instead of thinking in those large a grandis numbers it's like man if you're getting a hundred listeners a month good on you dude and that's okay and and podcasts will continue to get more niched down more specific more targeted podcasts are meant for exactly this talking about specific topics relevant to a specific audience there isn't one um so I think podcasts
Escúchalo en el minuto 23:48
Oferta y precioUn canal de YouTube altamente especializado en un nicho B2B/soluciones puede generar aproximadamente 2.500 dólares al mes por monetización con una base de 30.000 suscriptores.
YouTube actually pays creators we had 30,000 subscribers at the solutions at YouTube channel when I sold it and we were making about $2500 a month off of that which that's not nothing dude you off that and 30,000 subscribers is is adjusted for margin and absolutely it we were so Niche but I think more
Escúchalo en el minuto 32:40
Medición y experimentosEl podcast de marketing de los presentadores genera 300.000 descargas al mes.
listener you know I mean we get 300,000 downloads a month on this show Ralph
Escúchalo en el minuto 23:16
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