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Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.
21 ideas de marketing sacadas de «Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.», de Professor Charley T. Sobre todo de canales de…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 49 min
- Publicada en 2023
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Canales de adquisiciónEs un error desactivar la ubicación de Facebook para concentrar el presupuesto solo en Instagram basándose en que Instagram muestra una mejor conversión final. Aislar ubicaciones rompe la frecuencia y los impactos previos del recorrido publicitario que el algoritmo optimiza globalmente; se debe permitir que el sistema opere con ubicaciones automáticas (Auto Placement).
question Auto placement Auto bid or I Instagram because you don't care um what you do see is people say well Instagram's far more efficient I'm just going to shut off Facebook and then this raise their spend and then performance gets worse and worse and worse the reason Instagram works for you is because that's where somebody made the final click that was the last thing that got somebody over the finish line and the idea that Instagram is where you should get credit for the sale not the hundred Billboards that you saw let the platform touch people and Facebook's already doing retargeting for…
Escúchalo en el minuto 13:35
Canales de adquisiciónGoogle Ads y Meta Ads operan bajo lógicas opuestas: Google monetiza subastando clics para enviar al usuario fuera del buscador lo más rápido posible según su intención declarada, mientras que Meta es una plataforma de CPM optimizado cuyo fin es retener la atención dentro de su ecosistema multiplataforma. Tratar a Meta como una red de búsqueda mediante microsegmentación manual y retargeting granular reduce…
when that switched Facebook became an optimized CPM platform Google's primary focus is to use a whole willing to pay most for the click to get you off of Google as fast as possible Facebook deals in eyeballs for profit their number one objective is to keep you on the platform for as long as so they can control your experience so had to do or in Google where heavy segmentation works because you weren't intent applying those practices in the Facebook had more and more diminishing it meant that you're gonna get less ability to micro segment everything so
Escúchalo en el minuto 10:50
Retargeting con paquetes ampliados (upsells) en lugar de descuentos
Oferta y precioEn lugar de perseguir a los prospectos indecisos con descuentos sobre un producto individual, ofrecer paquetes ampliados y combinados con múltiples añadidos al estilo teletienda eleva el valor percibido, facilitando que el cliente decida gastar un ticket mucho mayor.
actually one of my core strategies was um retargeting with with upsells so like you don't want the the full price product you don't want the discounted product okay how about four and people like okay I'll it's the classic uh infomercial thing you don't want the 30 thing fine I'm gonna throw in two of them plus some blocks a little thing that cuts the fish then by the way uh we'll give you twice that for three easy payments 29.95 and now I was on the fence of maybe considering paying you 40 bucks for one but now that you made it really easy for me to drop a buck 50. I can't pick up doing that…
Escúchalo en el minuto 43:19
Canales de adquisiciónEn la publicidad de Meta, restringir ubicaciones, segmentar por intereses o construir embudos hipercomplejos de retargeting dificulta la entrega algorítmica y eleva los costos. La estrategia más eficiente es permitir distribución abierta y enfocarse en mejorar la calidad del contenido para elevar la tasa estimada de acción, lo que reduce el coste de puja.
question by basically saying let Facebook show your content wherever that content is going to do the best job and your number one objective is to get better and better at getting actions to occur by people that see your content make your content better for the platform increase your estimated action rate and your bid will go down so anything you do that makes it harder for Facebook to show the right ad to the right person is a liability to your success so that's limiting to Facebook or Instagram using interest groups or relying on heavy heavily complex funnels with three targeting audiences…
Escúchalo en el minuto 15:25
Canales de adquisiciónLas plataformas de anuncios basadas en aprendizaje automático funcionan mejor cuando se les permite operar sin microgestión algorítmica ni trucos de plataforma. El esfuerzo y tiempo del profesional debe redirigirse hacia optimizar la experiencia de usuario, conversión de landing pages, email marketing, atención al cliente y estructura de costos.
advantage of the way that Facebook I'm saying is that is not how you use a machine learning platform like if you of the way it's going to do its job and existence or you can lean into letting it do its job for you and instead you can focus on things that actually matter like caring about your customer landing page conversion customer service your email campaigns your every other actually moves a needle for your business because Facebook ultimately
Escúchalo en el minuto 8:40
Canales de adquisiciónEn plataformas con CPM optimizado, la segmentación tradicional por intereses es obsoleta. El propio anuncio y su mensaje filtran a la audiencia; a menos que se invierta más de un millón de dólares al año, basta con definir edad, género y ubicación geográfica básica.
as far as targeting is concerned age gender location those are the only targeting elements you ever need inside of Facebook unless you're spending well over a million dollars a year that's 2740 a day if you're not at least three grand you don't need more than that like you target with the ad you target with you are creative a targeting audience is an obsolete Concept in an optimized CPM environment and what I mean by that is every ad creates a look-alike audience so every ad is its
Escúchalo en el minuto 28:00
La segmentación manual por intereses limita la eficiencia del algoritmo de Meta
Canales de adquisiciónRestringir los anuncios en Facebook a audiencias por intereses específicos reduce la ventana de entrega a una pequeña intersección, haciendo que el sistema trabaje de forma más inestable y menos rentable en comparación con dejar que el algoritmo optimice de forma amplia.
May overlap they might not now if you put in a targeting audience like say homeowners or something like that that big huge box of everybody is now just this little window that Facebook can determine may or may not be good for you and then your ads are only going to be shown where the the lookalike audience that your ads create overlap with that other targeting audience so now you're only hitting the Venn diagram of like your targeting audience and where that ad works and so you can train the platform to be good at that but understand you are fundamentally making the work harder less stable…
Escúchalo en el minuto 30:18
Oferta y precioDescontar productos atrae clientes de baja calidad con menor valor de vida (LTV) y menor disposición de pago. Ofrecer precios más altos ayuda a descalificar tempranamente a prospectos inadecuados, haciendo que el embudo de adquisición sea más rentable y sostenible.
and then if you just start trying to focus on really bad customers that are all five dollar people that can't ever buy that thousand you might get another 500 customers and four more people that are likely to buy like that's not a scalable business model so like offering people higher priced things increases your conversion rate because people are disqualifying themselves early enough that that customer journey is far more profitable and that was so groundbreaking to me when I thought the solution is we'll just discount the product discounting the product brought you lower quality customers…
Escúchalo en el minuto 45:15
Oferta y precioDescontar productos atrae clientes de baja calidad con menor valor de vida (LTV) y menor disposición de pago. Ofrecer precios más altos ayuda a descalificar tempranamente a prospectos inadecuados, haciendo que el embudo de adquisición sea más rentable y sostenible.
and then if you just start trying to focus on really bad customers that are all five dollar people that can't ever buy that thousand you might get another 500 customers and four more people that are likely to buy like that's not a scalable business model so like offering people higher priced things increases your conversion rate because people are disqualifying themselves early enough that that customer journey is far more profitable and that was so groundbreaking to me when I thought the solution is we'll just discount the product discounting the product brought you lower quality customers…
Escúchalo en el minuto 45:15
Mensaje y copywritingPara servicios locales, la estrategia más efectiva es utilizar Dynamic Creative con titulares que apunten a los distintos motivos de necesidad del cliente, utilizando el copy para proyectar confianza en el servicio y la imagen para captar atención.
create ads that talk to the people that doing renovating know your customer great those are your headlines like the easiest way to win that game is dynamic creative five different headlines which are all different use cases for your brand different sets of product you're selling confidence in a service right yeah so your copy the words above and below the image are basically saying that's me and then the picture is something to get grab their attention drop that address in five miles run one Dynamic creative and the sole purpose of
Escúchalo en el minuto 27:05
Investigación de mercado y clienteHablar directamente con clientes o escuchar a diario las llamadas de servicio al cliente genera una comprensión de los dolores de compra más profunda y ágil que gastar millones en agencias creativas o pruebas masivas de anuncios.
understand what those reasons are I think it's infinitely more impactful and to do market research with your desired customer base and to understand who that customer is than to drop a million dollars on Creative testing like you can get the Harmon Brothers to make you the next like you know amazing video and I'll probably net out ahead of you if I do like four or five if I'm on calls with customer service every day if I talk to customers on a daily basis I'm going to beat you until you can spend enough money to pay off the harman Brothers plus all the market research that it takes it's gonna…
Escúchalo en el minuto 34:16
Investigación de mercado y clienteEl éxito de un anuncio viral o una gran campaña masiva no ocurre por casualidad ni por contratar a una agencia creativa desde el primer día; es el resultado de haber acumulado y multiplicado durante años el conocimiento sobre el consumidor en canales de nicho antes de intentar escalar al mercado general.
built off of understanding their customer at a very core element so they they were doing stuff for a decade their consumer knowledge that is why supporting podcasts for like 10 years years before the harman Brothers thing they knew their Market splash outside of our safe Zone we're fundamentally bring us to mass Market fundamentally built off of knowing your your ability to succeed because of a wicked Facebook ad is probably pretty but getting lucky should not be a core element of your business model
Escúchalo en el minuto 35:18
Estrategia y decisiones de negocioEl liderazgo empresarial de alto nivel consiste en ser la persona menos especializada en la sala para todo lo operativo, invirtiendo en talento superior que garantice resultados y liberando al fundador para definir la dirección del negocio.
Elite move especially in businesses surround yourself with people that are better than you and every single thing you're not the best in the room at the best business people I know are the worst person at the room at everything other than deciding the direction of the they have the luxury of overpaying for talent and they just hire like ever like anymore they're paying me for the lack of worry and the confidence right yeah that's what it should be about surround yourself with alphas and life is going to be good you can either run off of ego or you can be successful
Escúchalo en el minuto 40:23
Canales de adquisiciónLa publicidad pagada en plataformas como Facebook rinde más cuando se utiliza para alimentar y amplificar la competencia clave en la que el negocio ya es fuerte (como captar leads a escala si el punto fuerte es el email marketing), en vez de depender de la plataforma para compensar debilidades estructurales.
damn so my point there is we used the platform to amplify something that reinforced that business's core competencies Facebook if you're really good at something use Facebook to amplify that and a lot of times that means like maybe what your best side is my email game is email gave me something great get people use Facebook ads to get as many leads as you can so you can grow this giant pool see their email again can do something so it's it's all just built around this idea of using the tool properly
Escúchalo en el minuto 22:28
Canales de adquisiciónFacebook Ads sirve como herramienta para amplificar procesos comerciales y ofertas que ya funcionan orgánicamente. Si la supervivencia de un negocio depende exclusivamente de que los anuncios de pago funcionen para ser viable, el negocio no está listo para utilizar ese canal.
Facebook is the right tool to amplify things that you do well Facebook is should not be the tool that is what you live and die by if your business is going to live and die by your ability to make Facebook work for you then you don't have a business that should be using Facebook and that
Escúchalo en el minuto 17:20
Retención y relación con el cliente1-800 Flowers implementó una estrategia de 'social gifting' regalando 20.000 galletas valoradas en $5 a través de un código QR que invitaba a un grupo de Facebook para enviar otra a un amigo; la comunidad de 20.000 personas generó un valor medio de pedido (AOV) de $50 al año siguiente, resultando en $1.000.000 en facturación.
we had these five 100 flowers has these five dollar cookies smiley face now five bucks for cookies probably too much but it's delivered right so what we did is we said okay you get this cookie you scan this QR code it brings you to this Facebook group you join the Facebook group you say hey I got it you can pick one of your friends and we'll send it to them for free so we did 20 000 of those they built a Facebook group of 20 000 people their average aov on that 20 000 people over the next year was about 50 bucks so they made a million dollars by giving away 20 000 cookies
Escúchalo en el minuto 21:56
Medición y experimentosConfiar en ventanas de atribución dilatadas (como la ventana de clic a 28 días) genera una falsa percepción del rendimiento de las campañas pagadas, permitiendo que la pauta se adjudique conversiones que en realidad fueron impulsadas por otros canales o por el ciclo natural del cliente.
really relied upon what we call delayed months ago you were able to report your results on what they call the 28-day click were able to say well somebody clicked on this Facebook ad 28 days ago and the sale happened so I can take credit for um but a lot of ad agencies relied upon this to one validate their worth two take credit for as much work of other so when these folks had to no longer rely on what is effectively a lack of Integrity in their data as a business
Escúchalo en el minuto 6:38
Estrategia de contenidosCrear contenido orgánico alineado con los intereses y dolores de la audiencia permite escalar ingresos a cifras de 10.000 a 150.000 dólares mensuales sin depender de pauta publicitaria pagada, ya que las plataformas priorizan la retención y el disfrute del usuario sobre el gasto en anuncios.
you can out depending on the level of your business like I know a planet plenty of people in like the coaching space that are using organic they're using Instagram reels to reach a thousand people 5 000 people a day and they're making you know ten fig you know five five figure months ten thousand dollar months 150 000 a month and they're not running any paid media because they don't have to because Facebook's number one objective is to show people content it thinks they're going to enjoy your number one level of Success is Not money it's understanding your customer and showing making content…
Escúchalo en el minuto 31:41
Estrategia de contenidosCrear contenido orgánico alineado con los intereses y dolores de la audiencia permite escalar ingresos a cifras de 10.000 a 150.000 dólares mensuales sin depender de pauta publicitaria pagada, ya que las plataformas priorizan la retención y el disfrute del usuario sobre el gasto en anuncios.
you can out depending on the level of your business like I know a planet plenty of people in like the coaching space that are using organic they're using Instagram reels to reach a thousand people 5 000 people a day and they're making you know ten fig you know five five figure months ten thousand dollar months 150 000 a month and they're not running any paid media because they don't have to because Facebook's number one objective is to show people content it thinks they're going to enjoy your number one level of Success is Not money it's understanding your customer and showing making content…
Escúchalo en el minuto 31:41
Canales de adquisiciónUna marca valorada en 50 millones de dólares puede generar entre 800.000 y 900.000 dólares de beneficio neto al mes dependiendo de canales como SEO y optimización de onboarding/conversión en el backend, sin destinar presupuesto a anuncios en Meta.
right like uh I mean sometimes are they SEO is their only Channel and I have to be measuring their onboarding experience Facebook ads at all I know a guy right now that does 800 900 000 profit a month no Facebook ads 50 million dollar brand he's killing it he's not on Facebook because it's the um and I'm like director of conversion and revenue for him so like I have sort
Escúchalo en el minuto 17:11
Retención y relación con el clienteLos grupos de Facebook pueden operarse como una base de datos o CRM activo para reunir a personas interesadas y nutrirlas a lo largo del proceso comercial antes de cerrar la venta.
like plenty of brands are killing it with Facebook groups and I don't see any tool that if you use properly can be an incredible asset for you I mean it's a CRM database right so it's the same closing if you have a lead full of people that are excited about what you have to do and you haven't sold them yet and you're just using that to mature them through the process awesome
Escúchalo en el minuto 25:23
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