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Alex P & Charley T: How to Grow Your Business
21 ideas de marketing sacadas de «Alex P & Charley T: How to Grow Your Business», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 54 min
- Publicada en 2023
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Medición y experimentosCuando no es posible duplicar la inversión en plataformas como Facebook Ads, la causa raíz rara vez reside en configuraciones técnicas del administrador de anuncios (como CBO vs ABO o cost caps), sino en cuellos de botella posteriores: baja conversión en etapas avanzadas de la oferta, ineficiencias operativas o falta de margen financiero para absorber pérdidas en la adquisición inicial.
problems I had to solve to understand why I couldn't spend twice as much on Facebook taught me everything else like our daily budget's 5K my question is why isn't it 10. what's wrong oh it's the conversion rate three steps down the line on our primary offer and we've also got customer service beating 12 other offers at a complete waste of our bottom line time so we don't have the margin to support a greater loss on the front end like no Facebook ads going to fix that problem that's not an versus CBO conversation right that's not a cost cap versus Dynamic like there's that is a institutional…
Escúchalo en el minuto 23:22
Canales de adquisiciónSe debe aprovechar la eficiencia y el alcance temporal de las plataformas emergentes sin convertir ninguna en el eje crítico de las operaciones de la marca, diversificando más allá de una sola plataforma para mitigar riesgos estratégicos.
and you have to figure out like how can I leverage this in a way where I'm not you know going all in like how can I get the benefit out of this in the moment but not make it such a critical part of my operations that all of this kind of like geopolitical stuff is going to sink me and that's where I think evolving your brand Beyond a single platform is so important and we're some of this fundamental stuff really comes into play because it enables you to do
Escúchalo en el minuto 42:55
Medición y experimentosMedir campañas basándose en la atribución de último clic simplifica en exceso la realidad del marketing; al implementar pruebas de exclusión (holdout testing) para medir el incremento real (lift), frecuentemente se descubre que muchas acciones que parecían rentables en realidad no modifican el comportamiento del consumidor.
way of thinking about things like last click analytics like we write a campaign and we spent a dollar and we got five dollars back you what's tricky is like it makes marketing harder when you shift from last click to doing like hold out testing you start to realize that a lot of what you thought was really impactful actually isn't and then you're like oh perspective like the long-term benefit for your business is going to be a lot greater but you need to kind of like re relearn the basics like how do you build a campaign or or a program that really changes customer behavior
Escúchalo en el minuto 12:47
Ruta de desarrollo profesional en marketing: de la híper-especialización a la visión estratégica integral
Estrategia y decisiones de negocioPara progresar hacia roles directivos (como Head of DTC o Fractional CMO), el camino óptimo consiste en comenzar con una híper-especialización profunda en un canal o habilidad concreta, luego ampliar conocimientos funcionales adyacentes para supervisar operaciones sin ser engañado, y finalmente dominar la estrategia transversal y los aspectos financieros del negocio.
I I see that I think I see career progression as like starting out you hyper specialize in one thing you become really valuable in one thing then you're like okay I'm kind of expanding into different skill sets because I at least want to I want to know enough to to not be ripped off or I want to know enough um and then you move on to the more strategic stuff so like what ties it all um but if you're if you want to own a brand one day or like be the head of DTC for a brand that's when you have to start thinking about going broader because the people like you and I who have this great…
Escúchalo en el minuto 22:12
Oferta y precioAprovechar el bajo costo temporal de una plataforma emergente (como TikTok Ads) para generar volumen de ventas no sustituye tener un modelo de negocio rentable. Si la marca crece demasiado rápido sin fundamentos financieros sólidos ni márgenes saludables, corregir la estructura de costos cuando la plataforma encarezca su inventario se vuelve sumamente difícil.
becoming over invested in any one um but the the fundamentals are important like I wouldn't I wouldn't launch a brand without a solid business model at least a hypothesis like that that might work in the short term but it's like that's where you get into the situations and and I I'm in the fashion industry so I I've been in a a lot of these situations where it's like the brand is hot but the underlying financials are are not and then like when the the Music Stops you're like oh my gosh and it's you've gotten so big it gets a lot harder to um to to bring things back to a sustainable place so…
Escúchalo en el minuto 49:03
Oferta y precioAprovechar el bajo costo temporal de una plataforma emergente (como TikTok Ads) para generar volumen de ventas no sustituye tener un modelo de negocio rentable. Si la marca crece demasiado rápido sin fundamentos financieros sólidos ni márgenes saludables, corregir la estructura de costos cuando la plataforma encarezca su inventario se vuelve sumamente difícil.
becoming over invested in any one um but the the fundamentals are important like I wouldn't I wouldn't launch a brand without a solid business model at least a hypothesis like that that might work in the short term but it's like that's where you get into the situations and and I I'm in the fashion industry so I I've been in a a lot of these situations where it's like the brand is hot but the underlying financials are are not and then like when the the Music Stops you're like oh my gosh and it's you've gotten so big it gets a lot harder to um to to bring things back to a sustainable place so…
Escúchalo en el minuto 49:03
Canales de adquisiciónLas nuevas plataformas publicitarias ofrecen ventanas temporales de arbitraje antes de que la competencia sature los costes; la estrategia debe ser entrar temprano para captar tracción pero invertir simultáneamente en crear una marca sólida que no dependa exclusivamente de un solo canal.
but it but it's like you never know it's like they're all Arbitrage opportunities like you never know eventually they'll be competed away you never know when that's gonna happen so it's like get in while the getting's good but then start thinking about how do you how do you build a brand that's like strong enough to live outside of any one platform brand that isn't relying on One Source how do you diversify right and
Escúchalo en el minuto 36:09
Medición y experimentosGenerar alta demanda y filas aparentes de compradores no garantiza la viabilidad del negocio; sin un entendimiento riguroso de la economía unitaria y los costos subyacentes, un e-commerce puede proyectar un éxito masivo mientras pierde dinero sistemáticamente cada mes.
um and also understanding the financials that underlie an e-commerce business so the fact that you can like retail is one of is a business where you can on the surface level appear to be doing so so well and like driving crazy demand and having like proverbial lines out the door and then you're losing money every month so like understanding how that happens and how to avoid it is another skill that I think is really important
Escúchalo en el minuto 20:22
Dominar la ejecución técnica antes de vender consultoría estratégica al inicio de la carrera
Estrategia y decisiones de negocioAl comenzar en marketing o reposicionar una carrera profesional, conviene enfocarse primero en convertirse en experto técnico operativo de herramientas concretas (como Klaviyo o gestión directa de cuentas publicitarias), ya que el mercado demanda y remunera habilidades tácticas comprobables antes de contratar estrategia.
I mean I think it depends on what your it's very it is very helpful to become um like a technical subject matter expert like knowing how to really work clavio or knowing how to operate an ad out the unfortunate truth is that you know no one is paying you for your strategic expertise at that point so I would say there's still a lot of validity in learning the technical
Escúchalo en el minuto 19:13
Superación de la atribución por píxel mediante estudios de incremento y grupos de control
Medición y experimentosConfiar exclusivamente en las métricas directas del píxel o ROAS de plataforma distorsiona el impacto publicitario real; medir con precisión requiere volver a métodos rigurosos como estudios de incremento (lift analysis), pruebas con grupos de control (holdouts) y análisis del impacto global en el negocio.
then the Google or Facebook ad was like well we have a pixel except we got 6X done like the reporting took 30 seconds that measuring the efficacy of any marketing effort has to be understanding what is the impact on everything and that treating to just to do lift analysis hold out tests you know corollary reporting and truly understand stuff and it was
Escúchalo en el minuto 17:31
Visión holística del ecosistema de canales frente a la optimización en silos
Canales de adquisiciónLos canales de marketing no deben gestionarse ni optimizarse como silos independientes con KPIs aislados, ya que forman un ecosistema interconectado donde las acciones en un canal (como pausar la inversión en paid social) impactan directamente en el rendimiento de otros (como la caída de volumen en búsquedas de Google).
email is kind of operating in a silo and paid social or paid media is operating in a silo and Merchandising is in its own silo and everyone's kind of like optimizing towards their own kpis and a chef is the awareness of the entire ecosystem right like why does your email look good at the same time that your paid social does why does your Google drop especially when you stop your social spend why it is all of these things that are tied together there's inner network of everything and I love
Escúchalo en el minuto 5:18
Canales de adquisiciónEl principal objetivo de negocio de plataformas publicitarias como Facebook es maximizar el tiempo y la satisfacción de los usuarios; los anuncios que la audiencia disfruta y con los que interactúa positivamente son recompensados con costes por mil impresiones (CPMs) significativamente menores.
like Facebook's business objective is user time on site and on app like the number one business model for Facebook ads is keep people happy and on the platform if you make ads people want to see you're going to pay record low cpms like you're working trying to make really good action rate with people that's feeding the platform tick tock's overall
Escúchalo en el minuto 43:59
Canales de adquisiciónLas plataformas de redes sociales suelen ofrecer tráfico barato y gran alcance orgánico al inicio para captar y acostumbrar a creadores y anunciantes; una vez que estos dependen del canal para su adquisición, la plataforma eleva los costes y restringe el alcance para maximizar sus ingresos.
the the model for most of these social networks is like you offer a lot of free traffic to drive adoption of and usage from both creators and advertisers and then when people are like locked into the platform and it's becoming really critical to their acquisition efforts then you you kind of like twist the screw and start extracting as much money as you possibly can
Escúchalo en el minuto 41:44
Escalar dominando de una a tres ventajas competitivas en lugar de abarcarlo todo
Marca y posicionamientoPara escalar un negocio de forma sólida (incluso a decenas de millones de facturación), la clave reside en definir primero el modelo de negocio, identificar la ventaja diferencial (unfair advantage) y centrarse en ejecutar extraordinariamente bien entre una y tres cosas clave para generar un efecto acumulativo (bola de nieve), en lugar de intentar satisfacer a todo el mundo.
one bit of advice I can give to everybody is business model first and then figure out your unfair advantage and how your team works and your core competency and then just focus on exploiting that as much as possible I don't know every business I know that I've taken from 1 million to 10 or from 8 to 50. follows a lot of that same principle they don't try to be everything to everybody they figure out the one or two things they need to and you can absolutely be a 20 million dollar brand that does three things well one thing well you know that that's plenty you know I think every successful…
Escúchalo en el minuto 50:28
TikTok devuelve la ventaja competitiva a la calidad creativa y narrativa del anuncio
Mensaje y copywritingA diferencia de plataformas saturadas de formatos heredados y segmentaciones complejas, los entornos de video corto como TikTok premian el impacto de anuncios memorables, entretenidos y creativos, devolviendo al marketing digital la importancia del arte publicitario clásico.
the best ads that I grew up knowing were like you know the Coca-Cola commercial with the polar bears really engaging really fun really memorable creative and Tick Tock basically brings us all the way back full circle to like is this a good ad and if you have a good ad I don't think like you need to be to fail if your advertising is good and I think Tick Tock gives you that
Escúchalo en el minuto 47:36
Canales de adquisiciónEl modelo tradicional de comercio donde el tráfico estaba asegurado por inercia (como el tránsito natural de un centro comercial o los primeros años de Facebook Ads) ha desaparecido; las marcas deben diseñar estrategias activas para generar su propia demanda y entender profundamente el comportamiento de su cliente.
of retail principals were based on the mall and based on this idea that there's always going to be traffic coming in whether you're a store in the mall or whether you're a brand advertising on Facebook like that's not something that as a marketer you necessarily need to need to even care about and that's changed so dramatically and it it means view excuse me you need to be prepared to generate your own traffic and like really understand what's going on with
Escúchalo en el minuto 8:24
Canales de adquisiciónEl posicionamiento orgánico en motores de búsqueda (SEO) funciona como un fondo de inversión para el retiro: es una estrategia de maduración lenta y crecimiento acumulado que no genera rendimientos masivos inmediatos de la noche a la mañana, pero resulta indispensable para el valor futuro del negocio.
SEO is like your 401k but if you don't do it you're not going to be worth 10 million tomorrow like it's that Slow Burn uh thing and
Escúchalo en el minuto 29:09
Estrategia y decisiones de negocioUna empresa recibe el marketing que su cultura permite: en entornos donde el error se castiga públicamente, los equipos optan por el mínimo esfuerzo y por aparentar éxito con métricas superficiales que no impactan el negocio, mientras que la apertura y el espacio para experimentar permiten un crecimiento real.
that I say sometimes is that like a an organization gets the marketing that it deserves so if the culture of an organization is stay in your lane or you know if you fail you're gonna get smacked out down publicly um then that the kind of marketing that you're going to get is let's do the least to make ourselves kind of present ourselves as being successful even if it if it doesn't necessarily help the bottom line of the business it's only as effective as the organization is healthy to a certain
Escúchalo en el minuto 25:18
Riesgo de manipulación y sesgo en modelos de atribución por incentivos desalineados
Medición y experimentosLos modelos de atribución superficiales (como last-click o ventanas de 28 días) a menudo se eligen para justificar gastos y comisiones en lugar de reflejar valor real, debido a que las estructuras de incentivos de muchas agencias premian reportar métricas infladas.
everybody leaned on this last click times I sat there with a report knowing the data was absolute nonsense but we and like we had to justify the reach and the tool around the agency to acquire more money I think taught a lot of entrepreneurs to Value the wrong thing of bad incentives and if you if you do safe environment there's just a lot of incentive to kind of skew the numbers
Escúchalo en el minuto 15:02
Oferta y precioA pesar de la constante aparición de nueva terminología, herramientas y canales en el comercio directo al consumidor (D2C), los fundamentos de la economía unitaria (unit economics) de un negocio siguen operando bajo las mismas reglas básicas tradicionales.
nomenclature is new right and really it's the same stuff right there's there's no real big difference between running a d2c brand today versus like a uh like a uh like a lemonade stand the unit economics of business still function there's a lot of different levers in fancy shiny objects
Escúchalo en el minuto 30:12
Gasto defensivo de siete cifras diarias para bloquear palabras clave en buscadores
Canales de adquisiciónMarcas dominantes de consumo masivo como Tide han llegado a operar con presupuestos diarios de siete cifras y pujas de hasta 100 dólares por clic para monopolizar todos los términos de búsqueda de su categoría y bloquear la visibilidad a competidores.
for that and I found out that tide apparently has a seven-figure daily budget to own all laundry terms on any search based platform on the internet uh like you can't even bid on laundry day without Ty just being willing to to pay a hundred dollars for the click like no you can't it's like it's like shelf space right if you want to
Escúchalo en el minuto 39:34
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