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Bonus: Meta and True Classic: Zero to 9 Figures in Two Years, Powered by Meta Advertising
45 ideas de marketing sacadas de «Bonus: Meta and True Classic: Zero to 9 Figures in Two Years, Powered by Meta Advertising», de DTC Podcast. Sobre todo…
- 45 ideas despiezadas
- Fuente DTC Podcast
- Dura 51 min
- Publicada en 2023
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Performance 5: Meta's five boxes para SMB e-commerce success — CAPI/pixel, broad targeting, mobile creative, creative diversity, measurement
Medición y experimentosHelen (Meta's director of marketing science): 'my team ran an analysis towards the middle of last year which really looked at about 200,000 campaigns on the platform really identifying OK there's so many different things that you could do that you could optimize for. What are the five most important things that is going to lead to more success for an e-commerce business starting out on the platform. Really the first…
my team ran an analysis towards the middle of last year which really looked about 200 000 campaigns on the platform really identifying okay there's so many you know to your point so many different things that you could do that you could optimize for what are the five most important things things that is going to lead to more success for an e-commerce business starting out on the platform and really the first one is Convergence API and pixel making sure that you have those brilliant basics in place is really important and it leads to about a 13 Improvement in performance the second one is…
Escúchalo en el minuto 10:48
Creative is the new targeting: el creative hace el trabajo de segmentación, deja que el algorithm optimice el matching
Estrategia de contenidosBen (True Classic): 'creative is their biggest single lever to really move the needle. And when we talk about creative a lot of people immediately think the colors of your ads, the aesthetic, it's really not about that as it is about truly truly understanding your customer. Because ultimately those customers they don't care if you hit your targets or you're growing fast enough or you're profitable they don't care…
if you really are serious about making these platforms work you'd be intentional about it you don't need to be a big brand to understand who is my customer what's my product Market fit how do I think about a creative or you know a range of creatives that are really going to speak to that creative is their biggest single ever to really move the needle and when we talk about creative a lot of people immediately think the colors of your ads the aesthetic it's really not about that as it is about truly truly understanding your customer because ultimately those customers they don't care if you hit…
Escúchalo en el minuto 0:00
Product-Market Fit primero: entender el problema que el cliente trata de resolver (a veces sin saberlo) es el foundation de todo
Investigación de mercado y clienteHelen: 'truly truly understanding your customer truly understanding what motivates them what might be a barrier for them for making a purchase who they are buying for why they're buying and leaning into this like psychology-based creative approach because ultimately those customers don't care about what you do as a brand they don't care if you hit your targets or you're growing fast enough or you're profitable they…
Ben your product Market fit I think is insane and the the subtle psychology of like every man who's ever put on a shirt is felt it didn't quite fit right that the traditional way a t-shirt fits does isn't flattering doesn't look good and your ads just came right out and said that in a way that I just think goes right into The Reptilian Brain of men they're like oh man I could look better at a shirt uh and it's I just think yeah I think that product Market fit is really what nailed it and I think when about truly truly understanding your customer truly understanding what motivates them what…
Escúchalo en el minuto 16:20
Customer psychology en creative, no aesthetic: hooks, messages y formats que reflejan lo que el cliente está resolviendo
Estrategia de contenidosBen: 'creative is their biggest single lever to really move the needle. And when we talk about creative a lot of people immediately think the colors of your ads the aesthetic it's really not about that as it is about truly truly understanding your customer. Because ultimately those customers they don't care if you hit your targets or you're growing fast enough or you're profitable they don't care they just have a…
be a big brand to understand who is my customer what's my product Market fit how do I think about a creative or you know a range of creatives that are really going to speak to that creative is their biggest single ever to really move the needle and when we talk about creative a lot of people immediately think the colors of your ads the aesthetic it's really not about that as it is about truly understanding your customer because ultimately those customers they don't care if you hit your targets or you're growing fast enough or you're profitable they don't care they just have a problem that…
Escúchalo en el minuto 0:05
Three dimensions of growth: product expansion + market expansion + channel expansion — combo drives zero to 9 figures
Estrategia de contenidosBen (True Classic): 'we have grown the company tremendously across three key dimensions. The first being the product, given that our purpose is to make everybody or every man look good and feel good, how can we do that not just with t-shirts but with other apparel categories. So we launched a bunch of different categories like activewear and jeans and chinos and jackets. The second dimension was market, what we sold…
what has happened over the past three and a half years is that we have grown the company tremendously across three key Dimensions the first being the product given that our purpose is to make everybody or every man look good and feel good how can we do that not just with t-shirts but with other apparel categories so we launched a bunch of different categories like activewear and jeans and chinos and jackets this second category the second dimension was Market what we sold for in the U.S market is a bigger problem that is out there globally so how can we bring the true classic magic everywhere…
Escúchalo en el minuto 5:38
Las cinco palancas del Performance 5 de Meta
Medición y experimentosMeta analysó 200.000 campañas y identificó las cinco prácticas más importantes para e-commerce: (1) Conversions API + Pixel, (2) Broad targeting, (3) Creativo mobile-first, (4) Estructura de cuenta sin solapamientos, (5) Medición rigurosa. Solo el Pixel + CAPI ya genera ~13% de mejora en resultados.
medium businesses oh yeah absolutely so middle of last year which really looked about 200 000 campaigns on the platform optimize for what are the five most business starting out on the platform and really the first one is Convergence API and pixel making sure that you have those brilliant basics in place is really important and it leads to about a 13 Improvement in performance the second short putting your branding up front um the fourth one is really around simple you don't have too many you know significant performance increase and then the fifth one is really measurement so we know that…
Escúchalo en el minuto 10:45
Triangulation post-iOS 14.5: MMM + survey + incrementality tests — last click attribution está muerto
Medición y experimentosBen: 'all this shift to privacy and has happened and really just broke all those models so the reality is people don't even know who is coming from where. Last click is completely broken I'll just throw it out of the window it means nothing in reality. And so what we do to bring this to life aside from articulate in the problem we were all facing because it's everybody's problem is a few things. One is realize there…
um but then all this shift to privacy and and has happened and really just broke all those models so the reality is people don't even know who is coming from where last click is completely broken I'll just throw it out of the window it means nothing in reality and so what we do to bring this to life aside from articulate in the problem we were all facing because it's everybody's problem is a few things one is realize there is no single source of truth anymore not that I'm aware of it's all about this idea of triangulation right you're trying to just try different methods to put it together…
Escúchalo en el minuto 30:07
Advantage+ Shopping es el ad platform rollout más exitoso post-iOS 14.5: AI automation en targeting, creative matching y bidding
Canales de adquisiciónHelen: 'there's a fairly new product out called Advantage Plus shopping and it came out in around the fall of last year and what it does is it adds an AI layer to all of those decisions and makes it a whole lot easier for you so 100 what Ben said like it's not about necessarily the hack of this or that because the system will actually do that for you and I have to say the buzz around this product has been real…
where you have a lot of creative where you have you know a decent sized budget to play with and you have a product with a broad audience the other thing I would recommend on top of that is there's a fairly new product out called Advantage Plus shopping and it came out in around the fall of last year and what it does is it adds an AI layer to all of those decisions and makes it a whole lot easier for you so 100 what band said like it's not about necessarily the hack of this or that because the system will actually do that for you and I have to say the buzz around this product has been really…
Escúchalo en el minuto 21:20
Funnel approach post-iOS 14.5: retargeting pools se encogieron, full-funnel campaign structure es essential para brands established
Canales de adquisiciónHelen: 'for other brands definitely I do recommend to have a funnel approach once you get past those you know you've got to get your basics right first. There's no point trying to do fancy funnel and fancy creative and all of these things and doing it too much if you don't have your foundation really strong but once you get to that point absolutely you know yes you should have that full funnel approach and have your…
what what's the status with retargeting and what's when it comes to the the actual funnel shape what what Helen I'm just are we advising at this point different campaigns for different parts of the funnel or does the funnel kind of get compressed into letting your algorithm handle it I mean that one then where I would say it's a little different if they're at so that Advantage Plus Shopping product I talked about takes a lot of that funnel marketing off your hand so it does have like retargeting is one part of it and it also does acquisition and other parts so that is a really nice simple way…
Escúchalo en el minuto 40:16
Attention economy: authenticity + low-budget + psychological angle > high-budget + polished — el scroll-stopper es lo que cuenta
Estrategia de contenidosBen: 'we are all in this like attention economy is what I call it right and it's so it's getting just increasingly more difficult to get people to really care and so you need to think about those trends in the context of like what would make someone we you know call it like to stop this scroll or pay attention right or whatever the case might be. And what we have found and I think it probably is in line with Meta's…
yeah I mean look we are all um in this like attention economy is what I call it right and it's so uh it's getting just increasingly more difficult to get people to really care and so you need to think about you know those Trends in the context of like what would make someone we you know call it like to stop this scroll or pay attention right or whatever the case might be and what we have found and I think it probably is in line with meta's best practices is that it's ultimately all about authenticity and and kind of what would resonate right so if you think about it let's say you are in your…
Escúchalo en el minuto 35:09
El creativo es la palanca más poderosa que tiene una marca
Mensaje y copywritingBen (True Classic) afirma que el creativo es 'lo más grande que una marca tiene bajo su control' para mover resultados. La clave no está en los colores o la estética del anuncio sino en entender profundamente al cliente: qué problema tiene, qué lo motiva, para quién compra y qué barreras percibe. Los clientes no se preocupan por si la marca crece o es rentable; solo tienen un problema que intentan resolver.
it is about truly truly understanding your customer because ultimately those care they just have a problem that they for their problem so focus on that meta's director of marketing science for SMB and 10-year Facebook veteran Helen Crossley along with Ben ya halom president of true classic which might just be the fastest growing apparel brand of all time going from zero to nine figures in just two years true classic secret electric product Market fit and meta ads proving that the golden scale days of meta ads are far from over whether your brand just starting out or a high growth omnichannel…
Escúchalo en el minuto 0:27
Baja hasta contribution margin, no te quedes en revenue
Medición y experimentosPara escalar de 4 a 9 cifras necesitas entender tu unit economics hasta el contribution margin: processing fees, COGS, shipping, fulfillment, pick & pack, return rates, cost of returns, exchange rates. Solo así puedes responder si puedes escalar 2x, 3x o 10x.
contribution profit so really understand your unit economics what are you paying in payment processing fees and product cogs in shipping in fulfillment Pick and Pack what's the expected return rate and the cost of those returns and the expected exchange rate and the cost of those exchanges really understand your business all the way down to that contribution margin or profit so you can span accordingly right and if you are a branded trying to grow from you know four to five to six to seven and so on figures I can't stress enough how important it is to understand your business p l I truly…
Escúchalo en el minuto 33:02
Medición y experimentosLos modelos MTA (Multi-Touch Attribution) sirven para saber si el tactico A funciona mejor que el B (comparación relativa), no para saber cuánto aporta cada canal en agregado. Usar last click para atribuir todo a branded search llevaría a decisiones catastróficas.
and for that we use those MTA models so we use triple well all the time as well as on platform and that is perfectly great signal to understand is a doing better than b not how great they're doing in aggregate right because if you did that you would go and put all your money into let's say branded search it on the surface on the last click tells you that you have a 15x row as and you would be a gazillionaires just putting all your money into this right and so you can see is branded search doing better or worse compared to itself over time but to really understand essentially what tool in the…
Escúchalo en el minuto 32:13
Ser intencional desde el día uno, incluso con presupuesto pequeño
Medición y experimentosHelen dice que el error más común de marcas pequeñas es 'tirar 20 dólares con un creativo promedio y esperar que funcione'. No se necesita ser una marca grande para entender quién es tu cliente, cuál es tu product-market fit y cómo pensar en creativos que hablen a esos clientes. La intencionalidad al inicio cambia drásticamente las probabilidades de éxito.
if you really are serious about making these platforms work you'd be intentional about it you don't need to be a big brand to understand who is my customer what's my product Market fit how do I think about a creative or you know a range of creatives that are really going to speak to that creative is their biggest single ever to really move the needle and when we talk about creative a lot of people immediately think the colors of your ads the aesthetic it's really not about that as it is about truly truly understanding your customer because ultimately those customers they don't care if you hit…
Escúchalo en el minuto 0:00
Tres buckets de focus para DTC brands: foundation, strategy, execution
Medición y experimentosBen estructura el trabajo de una marca DTC en tres buckets: (1) Foundation — pixel, CAPI, setup básico, luego se olvida; (2) Strategy — medición (budget follows performance, marketing mix, encuestas post-compra, incrementality); (3) Execution — todo sobre creativo. Los dos buckets activos después de la fundación son strategy y execution, nunca media buying hacks.
focus on these days is two main buckets I'm actually let's let's put his three main buckets the first is the foundation and Helen just covered it just get all the foundation right set up your pixel copy you know all this stuff that you've probably already heard from your reps just make sure that's done but once it is done then you can just move on and almost forget about it because your setup is there and then put all your energy into two buckets strategy and execution strategy is all about measurement wherever performance goes budget should flow and be really agnostic lean into…
Escúchalo en el minuto 18:35
Brick and mortar como D2C: si 65% de la categoría se vende offline, expande a retail para servir al cliente donde compra
Canales de adquisiciónBen: 'every big d2c brand recognizes the value in brick and mortar so can you just talk just quickly about the brick and mortar strategy a little bit Ben. Yeah absolutely I mean think about it this way when I built this strategy here at true classic I always look through essentially starting with the Tam right like the total addressable market like where does it exist so if you think about retail we play in a…
they're going fully Omni Channel and they're going fully brick and mortar as well so it used to be like oh we're the cool Brands we're d2c we're not working morning but now every Big d2c Brand recognizes the value in brick and mortar so can you just talk it just quickly about the brick and mortar strategy a little bit Ben yeah absolutely I mean think about it this way when I um when I built this strategy here at true classic I always look through essentially starting with the Tam right like the total addressable market like where does it exist so if you think about retail we play in a…
Escúchalo en el minuto 45:25
Canales de adquisiciónPost-iOS 14, los pools de retargeting se achicaron y se vuelven cost-prohibitive. Cuando el audience es muy narrow y específico, el costo por conversión sube demasiado. La alternativa: ponerlo en un campaign más amplio (ej. Advantage Plus Shopping) y dejar que el algoritmo encuentre esas personas naturalmente, porque Meta sabe quién visitó tu site.
everything I mean what happened again post iOS 14 is that those retargeting pools just shrank dramatically because you couldn't mistakely identify who visited your site and just to make it clear that when I talk about retargeting I mean people who you're still prospecting they've never made their first purchase and you're trying to kind of like get them to make that first purchase after they visited your site versus remarketing being uh you know going back against your existing customer base to make a subsequent purchase so for the retargeting pools um essentially you're in the hands of like…
Escúchalo en el minuto 41:41
Mensaje y copywritingLos clientes no compran el producto: compran la transformación. No digas 'tenemos la mejor camiseta'; di cómo se siente alguien que finalmente tiene una camiseta que le queda bien. Comunicación basada en transformación (confianza, comodidad) > comunicación de features.
you mentioned it a little bit there and I think it's really important I always like to reiterate it it's it's not your product even often that they care about it's the transformation it's whatever transformation your product offers so whether it's to feeling more confident more comfortable finally feeling right in t-shirts looking the way you want to look like it's that's the transformation that people want to know if you can connect to that rather than hey here's all this stuff we think you should like you just really you know that it'll make everything work better yeah I just one thing I I…
Escúchalo en el minuto 47:58
1 video móvil + 5-10 piezas variadas para empezar
Mensaje y copywritingPara marcas que inician en Meta, la recomendación es: 1 video mobile-friendly con branding y hook claro + 5-10 piezas variadas (imágenes estáticas, diferentes copys). No necesitas 100. Lo clave es variación: diferente imagery, look & feel, y hook en cada pieza.
I would recommend so so there's kind of two schools of thought here right so that the first school of thought is figure out one thing that works really nicely so do one thing and if you're only going to do one thing it would be a mobile friendly video with a nice branding up front and a nice hook and and try and get something great the second school of thought is quantity not quality necessarily and try and get the system to optimize for you I think the truth is somewhere in between so if you have one great mobile friendly video and then a range of like a static image a few different copies…
Escúchalo en el minuto 34:26
Geo-lift con Measured + incrementality tests con partners: third-party validation es la única forma de validar atribución post-iOS
Medición y experimentosBen: 'you can run it with meta and Google etc but you can also run it with third parties whether it's like a Geo lift tool like measured which is one we use and that all together is what you're trying to figure out'. La insight sobre tooling: post-iOS 14.5, las platforms (Meta, Google) perdieron signal — sus incrementality tests son self-reported. La solución: third-party incrementality tools (Measured, Northbeam…
them to the store you run incrementality studies with the partners and or with other partners so Partners being kind of you can run it with meta and Google Etc but you can also run it with third parties whether it's like a Geo lift tool like measured which is one we use and that all together is what you're trying to figure out we're trying to figure out how to allocate your budget then there is the measurement discussion and truly in terms of like just the the way we recommend businesses to measure to test to understand what's working for them triangulation and even just going in depth about…
Escúchalo en el minuto 31:43
El last click está roto: necesitas triangulación
Medición y experimentosTras los cambios de privacidad (iOS 14+), el last click attribution ya no es fiable. No existe una única fuente de verdad; la medición correcta requiere triangulación de múltiples métodos: marketing mix modeling, surveys de origen, e incrementality studies.
um but then all this shift to privacy and and has happened and really just broke all those models so the reality is people don't even know who is coming from where last click is completely broken I'll just throw it out of the window it means nothing in reality and so what we do to bring this to life aside from articulate in the problem we were all facing because it's everybody's problem is a few things one is realize there is no single source of truth anymore not that I'm aware of it's all about this idea of triangulation right you're trying to just try different methods to put it together…
Escúchalo en el minuto 30:07
Marketing Mix Modeling + Incrementality Studies + Surveys
Medición y experimentosPara budget allocation entre canales (Meta, Google, YouTube, TikTok, mail, TV), usa Marketing Mix Modeling (regresión para ver relación gasto→ingreso), surveys de cómo el cliente te conoció, e incrementality studies (Geo lift con partners como Measured). Cada herramienta sirve para decisiones distintas.
so I need to know what is driving that so there's this concept of a marketing mix model that's trying to say okay let's look at all the things together and see how are they driving those outcomes that you value right so you do this it's basically a regression model so you look trying to understand if there is a relationship if I'm spending more on meta do I start seeing revenue and profit comes through or not and if so how strong is that relationship and what is the coefficient right so you you start there you run the survey which is also really insightful in terms of how people first heard…
Escúchalo en el minuto 31:13
Usa exclusión de audiences para no inflar costos entre campaigns
Canales de adquisiciónSi tienes múltiples campaigns con audiencias de retargeting y prospecting, usa exclusion targeting para que no se pisen entre ellas subastando al mismo usuario. Sino estás pagando más por alguien que ya es más expensive de alcanzar.
can I add one one quick thing there absolutely to everything Ben said and you know that that thinking about how the more narrow and specific uh an audience is often the more expensive it becomes make sure if you're doing a audience that is a retargeting and a prospecting you have all of these multiple audiences that you're using exclusion targeting so that you're not you know then driving the cost up even higher by having multiple campaigns in your account also both bidding on that same person who's already a little bit more expensive so just make sure that you've got that really nice clean…
Escúchalo en el minuto 44:04
Mensaje y copywritingEl UGC (User Generated Content) funciona porque es la mejor forma de social proof. La gente cree más a otros customers mostrando cómo les quedó que a modelos contratados. La autenticidad supera a la producción pulida.
yeah I mean look we are all um in this like attention economy is what I call it right and it's so uh it's getting just increasingly more difficult to get people to really care and so you need to think about you know those Trends in the context of like what would make someone we you know call it like to stop this scroll or pay attention right or whatever the case might be and what we have found and I think it probably is in line with meta's best practices is that it's ultimately all about authenticity and and kind of what would resonate right so if you think about it let's say you are in your…
Escúchalo en el minuto 36:31
4 arquetipos de compra: emocional, performativo, valor, sensorial
Investigación de mercado y clienteHay cuatro razones arquetípicas por las que la gente compra: (1) emocional - cómo los hace sentir, (2) performativo - el producto más funcional/científico, (3) valor - la mejor relación calidad/precio, (4) sensorial - look, feel, scent. True Classic toca los cuatro en retail: sensory (touch fabric), emotional (confidence), performance (best fit), Black Friday (value).
everything work better yeah I just one thing I I think you know they're a kind of full typical archetypes of why people buy so the first one is is they buy an emotion how it makes them feel the second one is they buy a product because they want they choose the product that's the most performant so that is like me in the makeup aisle being like what is the very best most scientific mascara I can possibly find the third is value so they just want the best value that their money can buy and the fourth is sensory those are the ones who care about the look The feel the scent so when they're in the…
Escúchalo en el minuto 48:22
Medición y experimentosHelen y Ben coinciden en que las marcas que miden consistentemente logran ~18% mejor rendimiento. Ben recomienda: encuestas post-compra ('¿cómo nos descubriste?'), marketing mix models, conversión lift studies y cualquier herramienta disponible. El ciclo: donde va performance, fluye presupuesto. Eric pregunta específicamente cómo True Classic piensa la medición a su escala.
and then the fifth one is really measurement so we know that Brands who measure get about an 18 better performance just for the fact that they're constantly figuring out what's working best because I can give you advice all day long on what works best on average but you really need to figure out for you and your brand test those strategies out and figure out what is your secret source so use a b testing use conversion lift figure out for you and your brand what is the thing that's going to make your performance Skyrocket it's it's the true it's the true revolution of meta ads of Facebook ads…
Escúchalo en el minuto 12:07
El producto es la base: marketing brillante no puede arreglar un producto mediocre
ProductoBen sostiene que el producto es 'la fundación' y que si se promete la mejor camiseta del mundo y el cliente queda decepcionado al ponérsela, no hay marketing que funcione: se gasta dinero en adquirir clientes que inician una devolución. True Classic se obsesiona con las reseñas de clientes para sobre-entregar. El product-market fit insano que tenían 'out of the gate' fue clave para su escala.
we really did it and the product Market fit was just insane out of the gate and what has happened over the past three and a half years is that we have grown the company tremendously across three key Dimensions the first being the product given that our purpose is to make everybody or every man look good and feel good how can we do that not just with t-shirts but with other apparel categories so we launched a bunch of different categories like activewear and jeans and chinos and jackets this second category the second dimension was Market what we sold for in the U.S market is a bigger problem…
Escúchalo en el minuto 5:32
Vender la transformación, no el producto
Mensaje y copywritingEric señala que el fit insano de True Classic se basa en psicología sutil: 'todo hombre que se ha puesto una camiseta sabe que no ajusta bien'. Sus anuncios lo dicen directamente, hablando al reptilian brain ('podría verme mejor con una camiseta'). La técnica es vender la transformación (verse mejor, sentirse mejor) en vez del producto (la camiseta en sí).
Ben your product Market fit I think is insane and the the subtle psychology of like every man who's ever put on a shirt is felt it didn't quite fit right that the traditional way a t-shirt fits does isn't flattering doesn't look good and your ads just came right out and said that in a way that I just think goes right into The Reptilian Brain of men they're like oh man I could look better at a shirt uh and it's I just think yeah I think that product Market fit is really what nailed it and I think when it comes to it just shows you that that there's yeah this unlimited scale when you nail that…
Escúchalo en el minuto 16:20
Broad targeting: dejar que el algoritmo encuentre al cliente
Canales de adquisiciónEn lugar de definir audiencias narrow por edad o ubicación, True Classic usa targeting amplio y deja que el creativo haga el trabajo de segmentación. Helen lo ejemplifica: ella vio un anuncio de True Classic y lo compró para su marido — bajo targeting tradicional nunca la habrían alcanzado. Cuando crean un anuncio con mujeres en mente, el algoritmo automáticamente optimiza hacia mujeres sin especificarlo.
them to not have to adapt what they're doing on other platforms and make it work have it but figure out what works here really well natively and so some of know that broad targeting leads to narrow targetings that's a great example 13 Improvement in performance the second one is Broad targeting so I spoke a little bit about that making sure that you're not assuming who your customer is but you're letting our systems really figure that out for you the third one is and what happens is if we have an hypothesis of like hey there is many Helens out there who want their husbands or or boyfriends to…
Escúchalo en el minuto 9:10
Mobile-first video: el formato que mejor funciona en Meta
Mensaje y copywritingHelen confirma que Meta sabe que 'mobile friendly video' funciona muy bien en la plataforma y True Classic lo aprovecha. Las mejores prácticas incluyen: poner el branding al frente de forma temprana, pensar en formatos que encajen en pantalla móvil y dejar que el algoritmo optimice qué creativo mostrar a quién.
formats out there and so doing mobile first video doing lots of different things things and letting out algorithms really figure out and optimize what is the right one to show to the right person to get the highest chance of conversion and so we know for example that mobile friendly video works really really well on the platform and that's something that they're leaning into I figure that out for you the third one is mobile first creative making sure you're thinking about creative formats that are going to be fitting on a mobile screen short putting your branding up front nice and early are…
Escúchalo en el minuto 10:01
Micro-influencers: el atajo más barato para crear contenido auténtico
Canales de adquisiciónPara marcas pequeñas, influencers son el método más fácil y cost-effective para generar creative. No intentes igualar la producción de grandes marcas. Encuentra creators auténticos, negocia deals, y deja que creen contenido que resuene con tu audiencia.
um but yeah you just see an influencers is huge and if I were to advise smaller Brands um it's such an easy and cost effective way to generate creative these days and I would absolutely start there uh don't try to create this high production value crazy creative like the big Brands it's not necessary definitely not on social media find the coolest craziest creators out there try to work a deal where they can help your brand and create great content that will resonate with your audience I always say show has a sausage don't be afraid to show how the sausage is made sometimes too uh you know…
Escúchalo en el minuto 39:09
ConversiónUna vez que tienes la base sólida, estructura campaigns pensando en quién es el audience correcto en cada paso del funnel y cuál es el creative correcto para ellos. Advantage Plus Shopping simplifica esto, pero para brands más sofisticadas el funnel approach separado es superior.
algorithm handle it I mean that one then where I would say it's a little different if they're at so that Advantage Plus Shopping product I talked about takes a lot of that funnel marketing off your hand so it does have like retargeting is one part of it and it also does acquisition and other parts so that is a really nice simple way to go if you don't want to be thinking too deeply about every step of your funnel honestly um but for other brands definitely I do recommend to have a funnel approach once you get past those you know you've got to get your Basics right first there's no point…
Escúchalo en el minuto 40:31
Menos hacks de media buying, más energía en creativo y cliente
Canales de adquisiciónBen recomienda 'steer clear' del viejo marketing basado en media buying hacks, hyper-targeting y segmentación. Esas tácticas pueden haber funcionado antes, pero hoy el poder está en entender al cliente y crear creativas que resuenen. La energía debe invertirse en creativo, no en pujar mejor.
personally I would steer a clear of the old way of marketing where people put a lot of effort on like media buying hacks and Hyper targeting and segmentation and all of those things that perhaps used to work well back in the in the day but I personally don't believe that this is where uh where it's at right now Helen anything to add on there yeah I just one thing I I think you know Ben said plus one um not about that there's plenty to do just take your time and effort and energy and put it in the right spots so instead of focusing on that take it and just focus on again the creative the…
Escúchalo en el minuto 20:52
Advantage+ Shopping Campaigns: el lanzamiento más significativo desde iOS 14.5
Canales de adquisiciónAdvantage+ Shopping añade una capa de IA que automatiza decisiones de puja, audiencia y creativo. Ben lo llama 'el desbloqueo más significativo para growth marketers desde iOS 14.5'. Requiere volumen: suficiente creatividad, audiencia amplia y presupuesto para que la IA tenga señales. Específicamente requiere 'liquidez' (muchos creativos y target amplio).
of that is there's a fairly new product out called Advantage Plus shopping and it came out in around the fall of last year and what it does is it adds an AI layer to all of those decisions and makes it a whole lot easier for you so 100 what band said like it's not about necessarily the hack of this or that because the system will actually do that for you and I have to say the buzz around this product has been really incredibly positive you know we're seeing and Brands just getting really great results across the board I think um you know many many case studies out there that you can have a…
Escúchalo en el minuto 21:32
Delegar decisiones de optimización a la IA y enfocarse en lo que los humanos hacen mejor
Canales de adquisiciónBen y Helen argumentan que la IA (Advantage+, Performance Max) libera al marketer de tareas mecánicas (puja, segmentación) para enfocarse en lo que realmente diferencia: entender al cliente, crear creativas que resuenen y definir la estrategia. Ben likens esto a una 'revolución robótica' donde el marketer debe 'elevarse' a estratega.
year and what it does is it adds an AI layer to all of those decisions and makes it a whole lot easier for you so 100 what band said like it's not about necessarily the hack of this or that because the system will actually do that for you and I have to say the buzz around this product has been really incredibly positive you know we're seeing and Brands just getting really great results across the board I think um you know many many case studies out there that you can have a look at but that's why for sure we talk about on the podcast for sure I think they're running it head to head on almost…
Escúchalo en el minuto 21:39
Estructura de cuenta limpia: no pujar contra uno mismo
Canales de adquisiciónHelen advierte que tener demasiados ads compitiendo entre sí en la misma auction, con solapamientos, daña el rendimiento significativamente. La recomendación es mantener la cuenta simple, sin demasiados ads compitiendo entre sí.
um the fourth one is really around account structure making sure that you're not bidding against yourself in our auction making sure that you're setting up your account so that is simple you don't have too many you know ads competing against each other that nothing's overlapping is really important actually leads to a significant performance increase
Escúchalo en el minuto 11:46
No culpar al canal: mirar hacia adentro
Canales de adquisiciónBen recomienda 'mirar hacia adentro' antes de blaming al canal. Las excusas típicas son 'el canal no funciona', 'la audiencia está saturada' o 'el mundo está al revés'. En realidad, hay mucho más control del que parece: si el creativo no es sticky, puede ser el hook; si la oferta no es buena, hay que mejorarla; si no se entiende al cliente, hay que escucharlo.
a hundred percent what I always tell Brands is look inward because what it's the easiest thing to blame the you know the channel isn't working anymore the audience is saturated the the world is upside down look inward try to figure out like not how the channel isn't working but how can you make the channel work for yourself by the way not just from meta but for everything you do and if you really take that kind of like advice to heart you start realizing that you have actually a lot more control over making it work and so if your creative isn't sticky what is it is it the hook that is not you…
Escúchalo en el minuto 17:08
Los clientes no piensan en canales: te ven como brand
Investigación de mercado y clienteLos clientes no te categorizan como website, app o tienda física. Te ven como marca y te encuentran en cualquier canal. El funnel cambió: alguien te descubre online, te ve en retail, y compra ahí; o te ve en retail y compra online después. El attribution survey muestra este comportamiento cruzado.
the funnel is just kind of like changed in this environment where you know there's all these new business models buy online pickup in store and and what we start to see too is we asked those survey questions and we see people that buy online and when you ask them where do you first hear about us they say in the retail location and buy in retail and when they first heard about us it's online and so it's really just understanding that customers don't think about you in terms of like your website or your app on your store like they just think about you as a brand and they may come across you as…
Escúchalo en el minuto 46:56
Golden age del guerrilla marketing en Meta
Canales de adquisiciónEstamos en la edad de oro del guerrilla marketing habilitada por Meta: puedes hacer contenido auténtico con el celular, mostrar cómo se hace el producto (sausage-making), y lograr cientos de millones de views sin producción expensive.
sausage don't be afraid to show how the sausage is made sometimes too uh you know like the marshmallow code that I had on that just basically started taking his phone into his Factory and showing the neat things that marshmallow did and visual ASMR kind of thing and just became hugely watchable and they've got hundreds of millions of views now um across these different platforms so don't don't be afraid to yeah put yourself out there put yourself on camera tell your tell your Founders story uh you know things like that it's really the the Golden Age of guerrilla marketing in a way that meta…
Escúchalo en el minuto 39:42
El creativo como targeting: crear para una persona específica y dejar que el algoritmo optimice
Canales de adquisiciónTrue Classic no segmenta por género en la configuración del anuncio; en cambio, crea hipótesis creativas (ej: esposas que compran para sus maridos), desarrolla creativos específicos para esa persona y deja que el algoritmo распределит a la audiencia correcta. El resultado es que sin especificar 'mujeres', los anuncios con ese ángulo se muestran predominantemente a mujeres.
make everybody or every man look good and feel good how can we do that not just with t-shirts but with other apparel categories so we launched a and what happens is if we have an hypothesis of like hey there is many Helens out there who want their husbands or or boyfriends to look good and feel good and they might be really interested in buying it for them how do we understand that Persona what is motivating her what is her potential you know kind of like hook that is going to resonate with her let's develop that creative and put it out there and what you see naturally is that when you create…
Escúchalo en el minuto 5:47
Los días dorados de Meta Ads no se acabaron — se transformaron
Canales de adquisiciónHelen y Ben desafían la narrativa de que Meta Ads dejó de funcionar post-iOS 14.5. True Classic probó que aún es posible construir una empresa de nueve cifras en dos años con beneficio en Meta. Lo que cambió es que las tácticas viejas (hyper-targeting, hacks de puja) ya no funcionan; las nuevas palancas son: broad targeting, creative excellence y Advantage+.
there there was this feeling that oh like gone are the days that you could build a nine-figure company in two years on the back of meta you know that was sort of the wrap okay well you maybe used to be able to do that you used to be able to really scale fast and hard and and you know back in the day but it's a little bit tougher now but you guys kind of really shattered that rule and not rule that false second everything that Helen mentioned it's really important to lean into those best practices but not necessarily follow them blindly and then really figure out for yourself what are the…
Escúchalo en el minuto 8:22
Investigación de mercado y clienteTrue Classic (DTC) abre tiendas físicas porque más del 65% de la ropa para hombres aún se compra offline. a retail es D2C en formato físico: llevar el producto a los environments donde el cliente ya compra.
yeah very cool well this has been extremely interesting I uh I'm really you know I love that true classic is getting into brick and mortar because I think the big story for me with true classic is and and meta and how it dovetails is it's just like it's the golden days are not over you know if it when you have things that just align right meta still you know meta is is still the scale button uh like that we used to call and and now I love it the brands that did these d2c Brands um that did you use Facebook to scale are now they're going fully Omni Channel and they're going fully brick and…
Escúchalo en el minuto 44:55
No existe la saturación si el product-market fit es sólido
MarcasEric y Ben discuten que marcas que se quejan de 'audiencia quemada' o 'espacio saturado' no están reconociendo que True Classic puede gastar seis cifras diarias indefinidamente. Ben atribuye esto a que miran hacia afuera (el canal) en vez de hacia adentro (su propio producto, creativo y oferta). Un product-market fit genuino permite escala prácticamente ilimitada.
you hear it sometimes brands are like oh I've burnt out my audience or I've oh you know I'm too saturated in the space or whatever like you're you're living proof that that's almost not possible if you're spending six figures a day to reach this audience a hundred percent what I always tell Brands is look inward because what it's the easiest thing to blame the you know the channel isn't working anymore the audience is saturated the the world is upside down look inward try to figure out like not how the channel isn't working but how can you make the channel work for yourself by the way not…
Escúchalo en el minuto 16:55
True Classic: de cero a nueve cifras en dos años con beneficio
ProductoTrue Classic pasó de cero a nine figures (9 cifras de facturación) en solo dos años, de forma rentable. Fundada en 2019 con un único SKU (la mejor camiseta ajustada del mercado), creció en tres dimensiones: producto (extensión a activewear, jeans, pantalones, chaquetas), mercado (expansión a 190 países, = 30% del negocio) y canal (Shopify, app, Amazon, tiendas físicas, marketplaces).
yeah of course so true classic was founded back in 2019 in the summer about what is it now three and a half years ago with a pretty simple idea of our purpose is to make every man globally look good and feel good and we deliver on that by initially designing the best fitted t-shirt of the highest quality and offer it for a fair price point so there was a lot of research and development that went into that initial SKU how can we reinvent the t-shirt in 2019 as you can imagine it's not an easy task going into a commoditized space and we really did it and the product Market fit was just insane…
Escúchalo en el minuto 5:00
Canales de adquisiciónA pesar de la competencia de otras plataformas, Meta mantiene la escala que ninguna otra plataforma puede ofrecer. Los DTC brands que escalaron con Facebook ahora están expandiendo a omni-channel y retail.
dovetails is it's just like it's the golden days are not over you know if it when you have things that just align right meta still you know meta is is still the scale button uh like that we used to call and and now I love it the brands that did these d2c Brands um that did you use Facebook to scale are now they're going fully Omni Channel and they're going fully brick and mortar as well so it used to be like oh we're the cool Brands we're d2c we're not working morning but now every Big d2c Brand recognizes the value in brick and mortar be there uh yeah I I just I think it is like that you…
Escúchalo en el minuto 45:06
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