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Beauty & Wellness Creative Domination: The 3-Step Formula
17 ideas de marketing sacadas de «Beauty & Wellness Creative Domination: The 3-Step Formula», de Perpetual Traffic. Sobre todo de mensaje y copywriting…
- 17 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 41 min
- Publicada en 2025
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Auditar periódicamente el flujo completo del embudo desde un dispositivo móvil
ConversiónLos responsables de marketing deben recorrer su propio sitio web y completar los formularios y procesos de compra desde un dispositivo móvil de forma recurrente (al menos una vez al mes o semanalmente). Dado que la gran mayoría del tráfico es móvil, fallos técnicos imprevistos en plugins, integraciones o formularios pueden paralizar la conversión sin que el equipo lo note en desktop.
mobile, then it's yeah, your website looks great on desktop, but like 90% of people are on their mobile. So, through the entire process on my phone and opted in and like what am I seeing as a and I think so few business either at tier 11 that it fails. And so I have it without getting tripped up because like you could get an outdated WordPress plugin or a Shopify app that all of a sudden stalls your entire process and can stop your business in its tracks or affect your conversion rates. So, it's don't do is just to check how does my customer experience my website and note to become your…
Escúchalo en el minuto 25:10
Enfoque en el mecanismo único cuando la audiencia ya conoce el problema y las soluciones
Mensaje y copywritingEn mercados donde los clientes ya son conscientes de su problema y de las soluciones disponibles (Solution Aware), los anuncios deben dirigirse al nivel de consciencia de producto (Product Aware), destacando el mecanismo único, ingrediente clave o beneficio diferenciador que justifica por qué elegir esa marca frente a la competencia.
know that, but why is yours the best? Why should I choose you? So, that's sort there are some unique mechanisms here this product does this, but like what is your key what is your key ingredient or what is your key benefit that you really be helpful is like this is what makes us different from every other brand out five stages of an awareness from Eugene Schwarz which is basically unaware problem aware solution aware product there in most cases the is are they solution aware most cases yes but then it's like in your product what specifically can you do and that's like Eugene Schwarz it's like…
Escúchalo en el minuto 35:14
Canales de adquisiciónLos creativos de publicidad pagada no deben limitarse a mostrar al fundador, el producto o menciones de prensa sin contexto; deben poner en primer plano las quejas y puntos de dolor directos de los clientes que habitualmente ya se abordan con éxito en las redes orgánicas y la página web.
main thing that I called out was that what's the pain point? Like I don't really see like what your customer is actually complaining about. It's not anywhere in the ads. Like the whole, you showcasing the founder with some of the products, that's nice. But assuming that these none of the creatives that they have currently are really diving into those like super like painpoint type like I noticed is that well, you're not talking to your customers the way that you're talking to them on your organic social. So, like how can we start to take that and put that in the forefront
Escúchalo en el minuto 30:39
Canales de adquisiciónLos creativos de publicidad pagada no deben limitarse a mostrar al fundador, el producto o menciones de prensa sin contexto; deben poner en primer plano las quejas y puntos de dolor directos de los clientes que habitualmente ya se abordan con éxito en las redes orgánicas y la página web.
main thing that I called out was that what's the pain point? Like I don't really see like what your customer is actually complaining about. It's not anywhere in the ads. Like the whole, you showcasing the founder with some of the products, that's nice. But assuming that these none of the creatives that they have currently are really diving into those like super like painpoint type like I noticed is that well, you're not talking to your customers the way that you're talking to them on your organic social. So, like how can we start to take that and put that in the forefront
Escúchalo en el minuto 30:39
Auditar la experiencia web desde la vista móvil
ConversiónAl evaluar una tienda online o una página de aterrizaje destinada a campañas en plataformas sociales (como Meta o TikTok), la auditoría debe realizarse prioritariamente desde el móvil, dado que entre el 80% y el 90% del tráfico publicitario de estos canales proviene de dispositivos móviles.
website, the first thing that I always do is I click I right click on inspect and then I look at it on mobile. How like, all right, I'm going to be sending a lot of traffic. Chances are, especially like this seems like an Instagram kind of sort of Tik Tok, but you know, obviously meta like an ad platform type of thing and that as a mobile user primarily like 80 90%. Do you assess much on that? Oh yeah, but yeah, I definitely look at it on mobile. I look at their socials on actually doing this probably on my phone first as opposed to on the website or Cuz again, like on your mobile device, if…
Escúchalo en el minuto 24:13
Definir un 'villano' claro para estructurar la narrativa y el contraste antes/después
Mensaje y copywritingPara comunicar con eficacia el valor de un producto, es imprescindible definir un 'villano' específico (el problema molesto o dolor concreto del cliente, como el encrespamiento o la suciedad acumulada) y contrastarlo directamente con la solución mediante una transformación evidente del estado antes versus después.
have to find out the villain for your brand and there there always needs to be a villain. It's like in every great in the story arc in movies there's always is the villain? What's the villain? And like simple, but you have to highlight that cuz that's the problem. We're not figure out what the villain is and then contrast it with your solution. So it's before state after state in this
Escúchalo en el minuto 32:08
Inventario de activos creativos para publicidad pagada
Estrategia de contenidosAntes de encargar nuevas sesiones de foto o vídeo para campañas de anuncios, audita el inventario de activos existentes de la marca evaluando cinco categorías: fotografía de producto en estudio, tomas de estilo de vida (lifestyle), contenido generado por usuarios/creadores (UGC), demostraciones de antes/después y contenido centrado en los fundadores. Gran parte del material orgánico con mejor rendimiento puede…
biggest thing again is that we want to see what exactly they have in terms of creatives to look at. So do they have static imagery? Do they have product shots? Do they have lifestyle shots? Do they have video? Do they have UGC? Like those are kind of the kind of like the checkpoints of like all the things with because if they don't have it then we obviously need to go get it. So do we they show a bunch of before and afters UGC. It looks like they have not only they also have creators who have shot content for them. There's founder with the organic. Like you can pull repurpose them and make…
Escúchalo en el minuto 20:15
Riesgo de desconexión narrativa al trasladar el mensaje orgánico y del sitio web a los anuncios pagados
Mensaje y copywritingMuchas marcas fallan en publicidad pagada al recurrir a creatividades genéricas o simples listas de características de producto, perdiendo el storytelling, la demostración de transformación (antes y después) y la atención a dolores específicos que ya funcionan en su web y redes orgánicas.
And when we started like looking at this, a lot of the messaging that they have on their website and a lot of the information and storytelling that they have on their website and their organic was not being relayed through their advertising. So they have like a lot of really kind of these generic type ads of it's bad, but you can't always have like just this formula. Not all of those brand. So, what I saw that was lacking was that yes, they have these great images of their products, but it wasn't telling me anything. So it they for like there needs to be more. Like it would be great if we had…
Escúchalo en el minuto 12:02
Auditoría de activos creativos y alineación de mensajes con los dolores del avatar
Mensaje y copywritingAl iniciar la estrategia publicitaria de una marca, se debe auditar el inventario de creativos existentes (UGC, testimonios, antes y después, fotos de producto) y comprobar si el copy y la web abordan directamente los dolores y resultados deseados por el avatar o si caen en una comunicación meramente descriptiva del producto.
thing that I really start to look for is what is their messaging and what type of assets do they have. So, as we kind of looks like they have some pretty nice product shots. They have some lifestyle shots, a lot of before and afters. It looks like they have a lot of UGC. So, do they have? What can we utilize? Social proof on there, too. of thing like desires, pain points, what their problems are and does the website actually relay that or is it more product based? Like how does it of the brand consistency kind of analysis with regard to you what those desires and what those pain points are,
Escúchalo en el minuto 6:34
Estrategia de contenidosLos dueños o fundadores de una marca deben involucrarse activamente frente a la cámara como representantes de la empresa, ya que el contenido centrado en los fundadores genera mayor conexión y se convierte en un activo clave para potenciar los anuncios pagados.
their founders are also very heavily involved in their organic social, which is huge. And a lot of brands again, I think they struggle to they don't want to get in front of the camera. If you own a brand, definitely get in front of the camera like you are the brand we have these founders who want to be engaged. We have a lot of great founder content. So this is going to be awesome when we start running ads. So again,
Escúchalo en el minuto 10:20
Equilibrio obligatorio entre estética de marca y respuesta directa en creativos de belleza
Canales de adquisiciónEn la publicidad para marcas de belleza y bienestar, una estética visual impecable es indispensable porque el producto promete mejorar la apariencia o el bienestar del usuario; sin embargo, los anuncios no deben quedarse en branding pulido, sino integrar simultáneamente elementos orientados a la conversión.
is I would say in this industry almost more so than any other. It's the most important element of growing and scaling a beauty brand online. Is that safe to assume that in your experience? Yes, definitely. creative is super important when it comes to beauty because there's so many different factors. There's like there's the branding that just the fact that you're in beauty, there is a certain aesthetic element that has to like you have to check that box. Like your brand has to look really good because obviously you're improving people's either wellness or their beauty, the way they look, the…
Escúchalo en el minuto 1:03
Simplificar y reducir el texto en creatividades publicitarias
Mensaje y copywritingSobrecargar un anuncio con párrafos largos y exceso de texto disminuye su efectividad; el mensaje debe sintetizarse en lo esencial y comunicarse visualmente para captar la atención en los primeros 3 segundos.
a less is more type of And there's so much copy on this ad. I copy that I would just be like, "Nope, not I don't want to read a paper when I'm looking at an ad. I just want to see yes, I again, I'm just more of a less is more type of person when it comes to creative and there's ways to explain it without having to write a paragraph. cells because it and especially when you've got what like 3 seconds to capture somebody's attention on an ad same here you've got to distill it down into its essential messages and you do that visually also in ads. Less is more on the copy
Escúchalo en el minuto 15:26
Diagnóstico en tres pasos para identificar fugas en la conversión publicitaria
Medición y experimentosCuando los anuncios no convierten, se debe auditar la brecha a través de tres pasos simples: 1) consistencia de marca entre web y canales orgánicos, 2) calidad y variedad de los activos creativos, y 3) alineación del mensaje publicitario y la oferta con el punto de dolor del cliente.
where it's just brand consistency asset. What type of assets do they have? And then kind of the last stage is like how is that really translated into their into advertising? What's like and what's the pain point of at it. You could look at your website and already say I don't know if I look at my or my organic like are they talking to each other? I can look at my ad messaging. If your ads aren't converting, clearly something is wrong. Whether it's the the messaging, it's the offer, it's whatever it is, like something's not happening. So like where is that kind of like gap that you have from…
Escúchalo en el minuto 38:45
Mensaje y copywritingAntes de producir nuevos anuncios desde cero, conviene realizar un inventario cruzado de los contenidos existentes en el sitio web, las redes sociales y la biblioteca de anuncios. Comparar estos canales permite identificar ángulos y mensajes faltantes en la pauta publicitaria, a la vez que habilita reutilizar y remezclar activos que ya existen en la marca.
that now you're getting an idea okay between website between socials between ad library I know kind of what kind of assets they have doesn't seem like create a lot of stuff you can repurpose sort of remix it to a certain degree and that messaging and starting to build out, okay, so this is what they have on their products, on their website. This is what they have on their socials. taking all of that and then again seeing how that's all translated into what is actually being talked about on their ad library because there's going to we're going to start finding gaps and holes in their ads…
Escúchalo en el minuto 27:00
Auditar anuncios históricos para diagnosticar caídas de rendimiento publicitario
Canales de adquisiciónCuando una cuenta publicitaria sufre una caída de rendimiento respecto a etapas pasadas exitosas, el análisis no debe limitarse a los anuncios activos. Es necesario revisar el histórico creativo y la evolución de la cuenta para identificar qué conceptos, formatos o mensajes funcionaban antes y dejaron de utilizarse.
Like I find sometimes people are like well two years ago we were doing really well and now all of a sudden we're not. I'm like well then I go back to their ads two years ago. like all their ads two years ago were a lot better than start to go in the creative strategist on the team like that's when we really do our deep dive in our creative really start to go in and assess like everything like where did the accounts start from and kind of what was the evolution of like where they started to where they are now. Like that's when we
Escúchalo en el minuto 29:00
Diferenciación de roles entre redes sociales orgánicas y el sitio web
Marca y posicionamientoLas redes sociales orgánicas deben utilizarse para construir comunidad, educar y experimentar con tendencias en un tono más distendido, mientras que el sitio web debe actuar como un escaparate comercial claro, consistente y enfocado en facilitar la compra.
again your organic social still has to build that community and the community side is what the social does. But I socials, then you know they're going to they're going to start going over to your website and buying. I mean, again, your website is still your storefront, so you have to have the brand a little bit more fun with your organic as long as you're it's educating, it's bringing them into your community I would say like just again like it's your storefront so you still want to have like brand consistency cleaner shoppable easier to purchase whereas your organic you can it's it's more…
Escúchalo en el minuto 17:50
Riesgo de incoherencia de marca entre la web y el contenido orgánico en redes
Marca y posicionamientoLas marcas suelen enfocarse en construir un sitio web altamente pulido pero descuidan la consistencia de su mensaje y propuesta de valor al interactuar con la audiencia en sus canales orgánicos de redes sociales.
to go through their socials. So going into their organic social to really see again how are they talking to their customers. So, I think one of the things that brands sometimes they just get so hung up on is that they want to have this really great amazing branded website and then they go to their organic social and sometimes they fall off on their organic social because they again like they have the brand but it's not always brand consistency whereas
Escúchalo en el minuto 9:36
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