Marketero · Entrevistas
A 61% Increase in New Customers and a 45% Drop in CAC Selling a “Meta-Friendly” Product | EP 516
24 ideas de marketing sacadas de «A 61% Increase in New Customers and a 45% Drop in CAC Selling a “Meta-Friendly” Product | EP 516», de Perpetual Traffic…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 56 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 24 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 24 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Test pre/post con bajo presupuesto para medir el impacto de campañas de consideración
Medición y experimentosPara justificar y validar campañas de consideración que carecen de atribución directa en plataforma, ejecuta un test de provocación de rendimiento invirtiendo presupuestos bajos ($10 a $30 diarios en audiencias templadas): corre 30 días sin apoyo de consideración, añade los anuncios de apoyo durante los siguientes 30 días y mide el incremento global (lift) en ventas finales.
those campaigns tend to have terrible attribution metrics and unless you've done a really good job tracking pre and post conversion lift these campaigns you don't have to spend that much money especially the consideration ones you can spend as low as like 10 30 bucks a day and that's it but what what you can do is run the campaigns as they are for 30 days no consideration support at all see the numbers you get and then for the next 30 days add those consider on consideration campaigns and then see if you're getting a lift it's like a performance the audience is fairly small and with the low…
Escúchalo en el minuto 37:17
Utilizar anuncios y contenido educativo post-compra para incentivar el consumo del producto
Retención y relación con el clienteEn lugar de enfocar la comunicación post-compra únicamente en venta cruzada inmediata, conviene destinar un presupuesto publicitario reducido y secuencias de seguimiento a campañas de consumo y activación (tutoriales, recetas, guías de inicio rápido). Esto asegura que el cliente use el producto, disminuye reseñas negativas y prepara el terreno para recompras futuras.
after a client buys a product pudding like Kobe's saying case studies testimonials even info like how to you and if you sent me a bunch of videos on do brisket uh I would be more likely to not just use my grill but be happy with my grill and so there's less negative reviews longer retention you know more conversion paid nurturing would be like people think like all right as soon to use this thing so now I'll cross sell stuff it's an infinitesimal small spend the point is like consumption In Those ads is a small spend too and act it's
Escúchalo en el minuto 45:10
Oferta y precioPara elegir el producto inicial con el que captar clientes en paid ads dentro de un catálogo amplio, no basta con buscar el más vendido o el de mayor margen; debe evaluarse si tiene un caso de uso masivo y sencillo, un costo de bienes (COGS) bajo que dé margen en adquisición, y un alto potencial de venta cruzada que aumente el LTV.
and sell well on Facebook and still will still be able to get custom mails at a profit for them that will then end up on Facebook it had a significantly lower and based on its use case it was out to border segment of audiences and it was simple to use so it's not for benefit that it has the cogs are so that gave us more wiggle room as well things it's a lot of things as well does that product lead into other products is that a Gateway product that might then products or maybe the lifetime value is therefore you can pay more to acquire a customer like it's it's multifactorial
Escúchalo en el minuto 11:10
Anuncios post-registro y post-compra para duplicar la asistencia y reducir reembolsos
Retención y relación con el clienteImplementar campañas de anuncios pagados dirigidas a usuarios recién registrados o compradores recientes permite mitigar el remordimiento de compra: mostrar contenido que refuerce el valor del evento o producto puede duplicar la tasa de asistencia (show rate) e inducir el consumo temprano del curso para desplomar las tasas de devolución.
started to do is we actually ran post conversion ads somebody signs up for the challenge we run ads uh you know kind of like reminding them how awesome Pedro is how awesome the guest speakers are what a great time they're going to have and it increased their show rates sometimes by 2x it would double and then after the challenge post purchase we would run ads reinforcing their purchase decision and then what we found out is most of the people that were refunding the products just weren't taking the courses so if we could run enough ads to get them to open up the course to be like holy crap…
Escúchalo en el minuto 44:29
El impacto de recortar la prospección superior puede tardar meses en degradar las conversiones de búsqueda
Medición y experimentosLas conversiones de último clic en plataformas como Google Ads suelen depender de la demanda y notoriedad generadas previamente por canales de parte alta del embudo (como Meta o medios masivos). Reducir o pausar la inversión en prospección puede tardar de 3 a 9 meses en manifestarse negativamente en el fondo del embudo, provocando diagnósticos erróneos si se atribuye la caída a cambios repentinos del mercado o de la…
Wolf is usually the one that's taking you know the last click which is Google like Google is benefiting from this a how Reliant they are on their on your top of funnel they look at their conversion data and they think oh look we did that and what's really dangerous included is the the timeline that it takes to really generate that conversion path because when you turn off and it's direct mail any type of funnel it could be three six nine months before you see the impact in the bottom of the funnel and you're not going to remember oh dude you remember nine months ago when we turned off our…
Escúchalo en el minuto 25:59
Retención y relación con el clienteIncluir un llamado a la acción o código QR dentro del empaque del producto físico que ofrezca una garantía extendida gratuita permite capturar los datos de contacto directos del comprador (nombre, email, teléfono, dirección) e iniciar inmediatamente la activación y el onboarding mediante email o la descarga de la app.
uh the extended warranty the call to action that exists inside of the packaging was really compelling it was like Hey if you want like more coverage for longer just go sign up here and then they got my my name my phone number my mailing address my email address and then you want to talk about the opportunity to activate I did the same exact thing this is like oh your warranty is only a year but if you click this QR code or whatever it is and sign up and I gave him my email address and I got a you know a Roomba email like every other day and I've also got the app right like like it immediately…
Escúchalo en el minuto 50:08
Retención y relación con el clienteIncluir un llamado a la acción o código QR dentro del empaque del producto físico que ofrezca una garantía extendida gratuita permite capturar los datos de contacto directos del comprador (nombre, email, teléfono, dirección) e iniciar inmediatamente la activación y el onboarding mediante email o la descarga de la app.
uh the extended warranty the call to action that exists inside of the packaging was really compelling it was like Hey if you want like more coverage for longer just go sign up here and then they got my my name my phone number my mailing address my email address and then you want to talk about the opportunity to activate I did the same exact thing this is like oh your warranty is only a year but if you click this QR code or whatever it is and sign up and I gave him my email address and I got a you know a Roomba email like every other day and I've also got the app right like like it immediately…
Escúchalo en el minuto 50:08
Test de visión holística para gestores y agencias de tráfico pagado mediante asignación de presupuesto extra
Canales de adquisiciónPara comprobar si los gestores de medios o agencias operan con mentalidad directiva (CMO) o como simples operadores de plataforma, pregúntales qué hacer si dispones de presupuesto adicional: si la respuesta automática es reinvertir todo en su propio canal en vez de sugerir nutrir otros tramos del embudo (como prospección en Meta, YouTube o canales orgánicos), su gestión sufre de visión miope y falta de integración…
that's that's the way to test this too go to your Google agency today let's say that you have one agency management Google go to your Google agency today with more budget and say what do we do if their knee-jerk reaction is just to give you more Google campaigns they're thinking myopically in scope and they're not a good agency what they should be doing is maybe there doing is looking at the full spectrum of your advertising model and where you spend your money and if they're not talking about other things maybe opening up YouTube obviously meta and then their efficacy because all they know…
Escúchalo en el minuto 28:29
Uso de Meta y YouTube para nutrir la consideración en productos de ticket alto
Canales de adquisiciónEn productos de precio elevado que exigen investigación previa, no optimices las campañas de Meta o YouTube para la conversión final; úsalas para impactar a usuarios interesados con contenido de consideración (tutoriales, testimonios y comparativas), apoyando el cierre de compra que ocurrirá en Google.
platforms it might be that for some products that even they have like a really high price point there's a lot of research that's going to be involved on on their side before they make a purchase and yes they might end up buying on Google but what can you do on Facebook well on Facebook don't look at conversion don't look at getting a conversion for that use Facebook to support the consideration phase show a couple of like how-to videos show testimonial videos show product comparison videos optimize for just getting people who are who've shown interest in the product scrolled a bit on the on…
Escúchalo en el minuto 35:37
Regla de Binet & Field: Destinar el 60% del presupuesto publicitario a marca y consideración para escalar
Canales de adquisiciónPara superar los techos de escala en publicidad, se recomienda destinar aproximadamente el 60% del presupuesto a branding, awareness y consideración (vistas de video, captación de leads intermedios) y no solo a conversión directa de respuesta inmediata, evaluando el impacto mediante el Marketing Efficiency Ratio (MER) o estudios de 'conversion lift'.
and that Bennett and field study which actually says specifically their conclusions were that 60 of your spend should be on brand or awareness slash leap of face where you really do have to you know marketing efficiency ratio and it's the key to scale it's like you know you don't have to put 60 of your budget into it up front you can start with 10 to 20 to 30 dollars a day 100 bucks a day and just boosting top of funnel and see what measure it and do a you know a conversion lift study oh you know we
Escúchalo en el minuto 40:07
Embudo cruzado: captación con Google Search y cierre mediante retargeting en Meta
Canales de adquisiciónLa sinergia entre Google y Meta funciona de manera bidireccional: las búsquedas de consideración o comparativas en Google (por ejemplo, 'el mejor producto X') pueden captar el primer clic sin convertir de inmediato, permitiendo que el retargeting en Meta cierre la venta posteriormente.
and what we said earlier is that Facebook is top of fun but then Google closes the cell where in this case there were a lot of instances where it was flipped so people came initially and searched for the best X product and they saw the Google ad they clicked on it but then they didn't convert but then they saw retargeting us on Facebook and converted so it can go vice versa
Escúchalo en el minuto 34:20
El peligro de apagar anuncios de descubrimiento basándose en atribución de último clic
Medición y experimentosDesactivar la publicidad de descubrimiento (como Meta Ads) porque solo está en punto de equilibrio (breakeven) suele erosionar el rendimiento de los canales de captura de demanda (como Google Search) a medio plazo —pudiendo degradar un ROAS de 900% a 600%—, ya que los canales de búsqueda frecuentemente solo capturan y se llevan el crédito de la demanda generada arriba en el embudo.
know I steal Facebook's sales we have clients where you know they're like oh look we're getting a 900 row as in Google and Facebook's breaking even so let's turn it off and then they turn it off and three months later they're 900 row has a 600 rise and they're pissed so so it's like they both work together in a Synergy so if you cut down one you're gonna definitely hurt the other one so
Escúchalo en el minuto 22:08
La activación real ocurre con el uso efectivo del producto y no con la compra
Investigación de mercado y clienteLa activación del cliente no finaliza con la conversión económica, sino en el momento en que realmente utiliza el producto. Cuando un comprador experimenta fricción y pospone el uso, suele desarrollar un resentimiento irracional hacia la marca culpándola por la compra inútil; solo al lograr utilizar el producto y percibir su valor se transforma en un promotor de la marca.
that's true activation like the really is it's conversion but activation is when they actually use the thing time I passed by it I was pissed I was mad myself but I was more mad at them I was mad at them for selling me this thing that wasn't doing me any good it's set the thing up I was irrationally angry at this company for existing and illogical consumers are and how if you where man I actually really like this then they shift from being pissy to being Advocates and here I am on
Escúchalo en el minuto 46:27
Los productos más vendidos en Google no siempre funcionan para adquisición en Meta
Canales de adquisiciónPromocionar en Meta Ads los productos más vendidos en Google o de alto ticket ($500 a $1.000) suele elevar la frecuencia publicitaria sin generar conversiones directas, ya que los usuarios de redes sociales requieren múltiples puntos de contacto e investigación antes de comprar.
because what we what we noticed is that on the Facebook side the products that are that was selling really well on Google are not selling that well on Facebook and we are noticing that frequency levels were getting higher no products also with a couple of products we noticed that due to the price range it takes multiple touch points to make a purchase it takes a lot of research the products that was sending for example for 500 500 a thousand dollars people were seeing them on Facebook where they weren't converting straight off a Facebook ad they had to go back do a lot of research and then we…
Escúchalo en el minuto 8:48
Ley de la rentabilidad inversa al escalar inversión publicitaria
Medición y experimentosAl incrementar el presupuesto de anuncios pagados, la eficiencia y el margen porcentual de beneficio disminuyen de forma natural por la saturación y los límites de la demanda entrante, aunque el beneficio neto absoluto total generado puede aumentar.
the Google Sphere and ecosystem the more we spend the less efficient the campaign gets which is it's just an economic rule because we're dealing with inbound traffic and there's only so much of it the spend and then as we increase the spend and the campaign scales the efficiency decreases and I've it's outbound and this is exactly the law of inverse profitability like the more your scale is it the less margin you will see but you'll end up with more money net after all the expenses so it's like the more you scale the lower your your profit margins you can tolerate lower profit margins because…
Escúchalo en el minuto 17:48
Medición y experimentosLa implementación de remarketing omnicanal coordinado entre plataformas (como Google, Meta y YouTube) redujo el costo por lead de Solutions 8 de un rango de $450-$500 a $250 o menos, mejorando frecuentemente el rendimiento global de las campañas hasta en un 2x.
every client we have the minute we roll out omnichannel remarketing all campaigns benefit sometimes to the tune of 2x in my own personal campaign is like that Solutions 8 are cost per lead the most accessible our cost per lead is usually between 450 and 500 as soon as we started using omnichannel remarketing it dropped down to 250 and less it's an
Escúchalo en el minuto 36:42
Canales de adquisiciónPara superar el techo de escala de las campañas directas a conversión en Meta, es necesario invertir en anuncios de reconocimiento y consumo de video en la parte alta del embudo (TOF), asumiendo que el retorno sobre el gasto publicitario (ROAS) puede tardar entre 3 y 6 meses en materializarse.
what can we do super top a funnel to like can we do more brand awareness campaigns video view campaigns like how up by scientific data is that on meta your scale really happens when you start going top of funnel and not trying to get them to convert getting some level really creating your own Demand by putting ad spend on non-converting ads you actually do it with more top of funnel content which is harder to pin a return on ad spend on immediately typically takes anywhere from three to six months if not longer
Escúchalo en el minuto 30:30
Impacto de alinear la plataforma publicitaria con el tipo de producto y audiencia
Canales de adquisiciónAlinear la selección de la plataforma publicitaria con el producto adecuado y el estado de la audiencia permitió incrementar un 61% el volumen de nuevos clientes y reducir el costo de adquisición en un 45%.
stop by understanding your audience where they're at and your product and then decide which platform you're going to use to arrange the meeting because the platform you're going to use are going to play Big role in how you move your customers from one end to the other and the minute we switch that pumped the number of new customers by 61 and drop the by 45 just by doing that thing
Escúchalo en el minuto 3:27
Reducción del CAC mediante el cambio a un producto de captación de atractivo masivo
Oferta y precioCambiar el producto principal de adquisición por uno de menor coste de producción (COGS) y con un caso de uso más amplio redujo el CAC de 127,84 $ a 69,93 $ en Meta Ads (invirtiendo 235.000 $ para captar 3.369 clientes), logrando que más del 90 % fueran compradores genuinamente nuevos en lugar de clientes recurrentes.
everything else so okay so the product has had low has lower Corks And compared to the other products but also as I mentioned before it's it has just a wider use case it appeals to a broader segment of audience and the interesting minute we switched to focusing more on that product as the main uh the main product to acquire new customers like results changed completely so I'm when April till the end of July we spent 235 uh 100 000 and we generated 3369 new customers and the dropped from 127.84 to 69.93 can I ask a question on that point we're getting repeat purchases but the minute we…
Escúchalo en el minuto 15:26
Los productos de nicho profesional topan rápido con un techo de escala en Facebook Ads
Canales de adquisiciónPromocionar productos diseñados exclusivamente para usuarios profesionales en Facebook Ads suele mostrar buenos resultados iniciales pero choca rápidamente contra un techo de escala, disparando la frecuencia y los costos debido al tamaño reducido de la audiencia objetivo en comparación con el público general.
there was specifically designed for the professional users Not Your Average Joe sending them on Facebook we saw some initial good results but every time we try to scale we just hit a ceiling and frequency wet up costs went up and what products they're not the best fit for your average Joe and there's a limited number of people that can really buy
Escúchalo en el minuto 10:07
Marca y posicionamientoPedir una valoración al cliente en la página de confirmación de compra preguntando específicamente qué tan fácil fue ordenar permite conseguir un alto volumen de reseñas positivas de cinco estrellas sobre el proceso de compra, antes de que el producto sea entregado.
write us a review at the end of the purchase like we were looking at the the reviews first off and they use the tool which we surmise is at the end of the conversion which starts the activation phase like how easy was it to order your stuff from us like it begins Shopper approved does that you buy something from an e-commerce site and Shopper proof says how easy was your checkout experience five stars and then Shopper proof says other Shoppers say that this is a five-star product and in my mind I'm like no they didn't they they just are glad that they bought the thing with relative ease like…
Escúchalo en el minuto 51:31
Oferta y precioPara maximizar la adquisición de clientes en plataformas de anuncios como Facebook, conviene identificar productos de entrada específicos que se vendan de forma rentable en frío, sirviendo como puerta de entrada para que luego adquieran otros productos del catálogo.
the main goal for these guys were customer acquisition they want to bring new customers so we started thinking okay what other products can fit and sell well on Facebook and still be able to get custom mails out of profit for them that will then end up buying other
Escúchalo en el minuto 0:00
Crear contenido de cola larga (long-tail) para captar prospectos hipereducados
Estrategia de contenidosAunque el contenido enfocado en nichos muy específicos y términos long-tail genera una fracción mínima del volumen de tráfico general, los clientes que atrae son significativamente más cualificados, educados y de mejor perfil.
thing you know Jokes Aside the one or two clients you'd get from a blog like that would be Stellar clients yep they'd be hyper educated they'd know and you ignore the long tail because the best prospects and clients come from the long tail you're going to get a fraction of what's available with short tail but they're going to be so much better especially if you really understand your ICP your ideal customer profile I think
Escúchalo en el minuto 20:06
Línea base de adquisición y CAC inicial en ecommerce de nicho
Medición y experimentosDurante una fase inicial de tres meses promocionando productos estándar en Meta Ads, una inversión publicitaria de $266.000 generó 2.081 clientes nuevos con un costo de adquisición de clientes (CAC) de $127.
from January till March we spent over 266 thousand dollars and then we generated 2081 new customers and the calc was 127. now in mid-april that's
Escúchalo en el minuto 8:33
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.