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CONFRONTING Charley... with @NickTheriot
29 ideas de marketing sacadas de «CONFRONTING Charley... with @NickTheriot», de Professor Charley T. Sobre todo de estrategia de contenidos, canales de…
- 29 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 10 min
- Publicada en 2024
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Estrategia de contenidosEl dominio y maduración en la creación de contenido y anuncios publicitarios pasa por tres etapas: primero, la replicación de lo que hacen los referentes del mercado; segundo, la replicación agregando pequeños giros o adaptaciones propias; y tercero, el desarrollo de una identidad, criterio y enfoque metodológico propio.
like that it's like in the beginning you're just replicating everything else everyone's doing yeah and that's that's the only thing you're doing in the beginning but as you start to build a habit I just start to get the ideas to come through of like I'm going to film the same video on how to scale Facebook bads I'm add this little twist to it yeah then that's like the stage two in a way you know we see it in that accounts all the time I'm just going to replicate all the big Brands Facebook address that's going to get me to hear then you start introducing your own ideas and it get you a little…
Escúchalo en el minuto 53:18
Diseñar la propuesta de valor eliminando sistemáticamente los puntos de dolor de la competencia
Oferta y precioPara crear una oferta disruptiva en un sector tradicional, se deben auditar todas las frustraciones recurrentes de los clientes con los competidores y estructurar el servicio eliminando por completo esas fricciones (como tiempos de espera, mala higiene o catálogo insuficiente).
bickes for example it's like from a consumer perspective all they did was listen to what people hate about other gas stations and literally just said all right we're goingon to make a gas station with none of those problems we're going to add more fuel pumps so you do not have to wait for anyone yep we're going to make the bathrooms as clean as possible yeah you can eat off the floor and then we're going to offer everything in there in there that they could possibly need for their road trip
Escúchalo en el minuto 9:16
Financiar la captación de leads mediante infoproductos frontend de coste cero
Oferta y precioSe pueden empaquetar infoproductos o cursos digitales como ofertas frontend para que los afiliados o el equipo de adquisición cubran el 100% de su gasto publicitario (ad spend) sin costes operativos, monetizando posteriormente a esos clientes en servicios high-ticket mediante llamadas de cierre.
cost of zero cost of good all they have to do is Market it at a profit I'm paying all the operational cost I have all the back end I'm going to do all the maintenance and customer service all you need to do is bring in customers where at the end of the day you pay me a the closer you can get paid on literally anything else you can take any of my products you can pundle them up and make your own value ladders and Journeys and sell those info products and ebooks courses Master Class whatever if that's what it takes to pay for your admen like I've got one guy that took multiple ebooks around the…
Escúchalo en el minuto 25:09
Oferta y precioAumentar el porcentaje de comisión del equipo de ventas a medida que cierran más unidades en una misma semana (por ejemplo: 10% por 1 venta, 15% por 2 ventas, 20% por 3 o más) genera un fuerte incentivo para elevar el volumen y la velocidad de conversión en productos de ticket alto sin demandar tiempo adicional del fundador.
a team that's job is to basically grab Leeds set Clos and and we worked out a commission structure where the more sales they get in a week the higher the commission percentage so let's say it's 10K and if they get one sale it's 10% if they get two sales it's 15 if they get three sales they get 20% and so they're incentivized to get a higher volume of sales faster and faster and ultimately on my part it's more or less scal it's it's very scalable because it's not any more of my time yeah so there's an
Escúchalo en el minuto 22:56
Estrategia de contenidosGrabar vídeos largos organizados internamente en segmentos temáticos de 10 minutos permite recortarlos y republicarlos años después como piezas individuales independientes, triplicando la frecuencia de publicación sin necesidad de grabar contenido nuevo constantemente.
is I just replay all the old stuff like Thursdays what I did is I went back and grabbed all my videos from two years ago that are still relevant where I was just yelling at a camera for 30 minutes and my editor is chopping those up because I had the presence of mind then to do them in three 10minute segments as just like a radio and DJ I used to use segments as chapters well now each one of those chapters is its own video so Thursday's videos are all just replays of two years ago stuff that's like been cherry picked to be the most relevant but completely edited as new and then Saturdays I…
Escúchalo en el minuto 55:26
Estrategia de contenidosDicta o desahoga ideas sin filtrar durante 20 o 30 minutos en una herramienta de IA conversacional y solicítale que transforme esa transcripción en una estructura narrativa formal de tres actos para redactar guiones rápidamente.
I'm doing is I'm opening up Chachi on my phone and rambling incoherently for like 20 30 minutes and then I tell it to put it into like a three act play or whatever into like this structure nice and and that's how I'm trying to do
Escúchalo en el minuto 1:04:33
Pre-grabar videos específicos para resolver objeciones y preguntas recurrentes
Estrategia de contenidosCrear piezas de video modulares y fundamentadas con datos para responder a las preguntas y objeciones más frecuentes de clientes o audiencia permite entregar explicaciones más completas y construir activos reutilizables que evitan repetir la misma respuesta continuamente.
if I keep getting a common comment then I'll I'll start making videos around our creatives watch this video so I'll just link them to different videos so know I had a client message me like 50 I'm going to go create the most badass video on why we're not running retargeting and I'm going to make it full of like facts and like as much data source as I can so way anytime he messages me again I'm just going to drop on that video right there never got the that's I like the idea of pre-recording your answers to the most commonly asked questions so when you get asked you be like here's the video…
Escúchalo en el minuto 1:07:31
Marca y posicionamientoUn estilo agresivo y confrontativo en redes sociales puede captar atención inicial y crear notoriedad en un nicho cerrado, pero levanta una barrera que impide que la mayoría de la audiencia escuche el fondo del mensaje. Para escalar la autoridad y el impacto, es preferible sustituir el ataque a competidores por la exposición de casos de éxito propios, metodologías contrastadas y una comunicación accesible.
you've been kind of a little more cooler more just like here's what I'm doing here's what's working here's some success stories my students I you've kind of had a shift in your kind of like there are so many people who won't hear your message because the way you communicate and I see that you know it was alienating people because of my language and because of the way that I was speaking they couldn't hear what I had to say and when that cross paths yeah I could be a big fish in a small pond but eventually I had to do more I've tried to absolutely be more approachable and more enthusiastic and…
Escúchalo en el minuto 45:32
Oferta y precioPara no ahogar el flujo de caja de un cliente en rápido crecimiento, una agencia puede cobrar una tarifa base más un porcentaje del rendimiento incremental por encima de las proyecciones, para luego negociar convertir ese coste elevado en participación accionaria ('equity' con periodo de consolidación de 6 a 12 meses) que el fundador pueda recomprar antes de una ronda de capital.
we'll do Baseline and then we'll take to a million five then we'll take a we'll take a small piece of that extra million5 we'll take a little piece of that until it become so exorbitantly expensive that we transition that into is basically we come in as a performance and growth team and ultimately earn equity in businesses and it's sort of saying like hey why don't we transition some of this money into investing Equity deal so you can we can work together and you can protect that cash flow and put it into the growth of the business and instead of every 5 10 grand a month we like 1 or 2% and…
Escúchalo en el minuto 15:11
Estrategia de contenidosEl contenido para principiantes genera un volumen alto de visualizaciones pero baja conversión a ventas de servicios caros, mientras que el contenido hiperespecífico y avanzado genera pocas visitas pero atrae directamente a tomadores de decisiones y clientes con presupuestos elevados.
know like for me it's like there's certain videos I'll do it'll get a lot of views but it doesn't really do anything from like lendons more clients or more students into like my programs and stuff and'll be videos that get like 600 views and I'll close like you know fairly large deals from because I'm I'm talking to a different type of buyer have like four or five beginner videos on my YouTube Channel and they'll get I make a video on like breaking down an ad that spent $200,000 I get very little views because one people's beliefs are like what and not spend $200,000 I can't even comprehend…
Escúchalo en el minuto 56:34
Estrategia de contenidosEl contenido para principiantes genera un volumen alto de visualizaciones pero baja conversión a ventas de servicios caros, mientras que el contenido hiperespecífico y avanzado genera pocas visitas pero atrae directamente a tomadores de decisiones y clientes con presupuestos elevados.
know like for me it's like there's certain videos I'll do it'll get a lot of views but it doesn't really do anything from like lendons more clients or more students into like my programs and stuff and'll be videos that get like 600 views and I'll close like you know fairly large deals from because I'm I'm talking to a different type of buyer have like four or five beginner videos on my YouTube Channel and they'll get I make a video on like breaking down an ad that spent $200,000 I get very little views because one people's beliefs are like what and not spend $200,000 I can't even comprehend…
Escúchalo en el minuto 56:34
Canales de adquisiciónPara expandirse internacionalmente sin canibalizar ventas, una marca puede contratar agencias independientes por territorio geográfico asignándoles la captación en tráfico frío, prohibiéndoles pujar por términos de marca y vender la oferta más económica, obligándolas a crear sus propios bundles, creatividades y landing pages.
in which is a lesson I learned from from the snow the teeth whitening people but what he did was basically instead of getting affiliate marketers to maybe work for him he hired ad agencies paid him a flat fee and said you can't run traffic to my site you can't run my lowest cost offer and you can't run branded search your job is to sell anything above and beyond base offer and to make it work for itself and everybody had a market so so Pilot House had Canada other people had the UK I saw the UK deal the Canada deal the Germany deal and the Australia deal all in about 3 he's doing and then I…
Escúchalo en el minuto 23:26
Estructura simplificada de contenido basada en resultados y proceso
Estrategia de contenidosPara comunicar ideas complejas de forma accesible en contenidos de video, estructura el mensaje en tres bloques directos: el resultado concreto obtenido, el proceso paso a paso seguido para lograrlo y la llamada a la acción.
normal structure I follow it's just here's the result we achieved here's the process we followed like And subscribe love it and I just keep it straight as simple as that and my objective is okay if it's something that's very complex and hard to understand my skill where like like my unique like skill is to take that how can I make it so simple anyone can understand I love that so
Escúchalo en el minuto 1:04:57
Efecto halo omnicanal de Facebook Ads sobre ventas en Amazon
Medición y experimentosAnalizar la adquisición en silos puede dar la falsa impresión de fracaso: una marca de cosmética con CPA de 15-20 $ en Amazon registró un CPA aparentemente fallido de 130 $ en Facebook Ads, pero al medir el efecto halo omnicanal y el crecimiento conjunto, la facturación global se cuadruplicó y el CPA combinado se situó en 30 $.
we have a brand that came in uh skincare business primarily Amazon trying to get into Facebook ads and Shopify and all CA below like 40 bucks and on on Amazon their a cost was like five you know they they were basically paying like 20 bucks to acquire a customer 15 20 bucks and we saying well it cost us like2 200 bucks $300 get a sale when we started to look at like the Omni Channel lift and focusing on where Facebook ads was generating a Halo on Amazon and all of basically doubled their ad budget every month and I think last month in February their Facebook cost per acquisition was like 130…
Escúchalo en el minuto 16:09
Canales de adquisiciónPara identificar la configuración óptima en paid media, se recomienda estructurar y probar en paralelo campañas separadas para intereses, audiencias similares (lookalikes) y segmentación amplia (broad targeting), trasladando el presupuesto hacia la opción con mejor desempeño para escalar.
discovered it from him he would have like one campaign for interest one campaign for look likes one campaign for broad targeting and he's like I'll test these out and depending on which one works better we'll scale that into so targeting love it so we started shifting
Escúchalo en el minuto 35:26
Alineación de incentivos en servicios de crecimiento frente al modelo tradicional de comisión sobre pauta
Oferta y precioFrente al modelo de agencia tradicional que incentiva a inflar el gasto publicitario para cobrar un porcentaje sobre la inversión, un enfoque más alineado con el cliente consiste en limitar la capacidad operativa a pocas marcas simultáneas (4 o 5) y estructurar acuerdos basados en el escalamiento integral del negocio.
so there is the brand Builder agency stuff that we have and in there i' I only take in four or five brands at a time and what we're doing with those are you know just trying to scale up businesses instead of being an ad agency where business model would be spend as much of your money as possible and take a commission on it we're taking deals where it has far more to do with like
Escúchalo en el minuto 14:45
Canales de adquisiciónPara identificar la configuración óptima en paid media, se recomienda estructurar y probar en paralelo campañas separadas para intereses, audiencias similares (lookalikes) y segmentación amplia (broad targeting), trasladando el presupuesto hacia la opción con mejor desempeño para escalar.
discovered it from him he would have like one campaign for interest one campaign for look likes one campaign for broad targeting and he's like I'll test these out and depending on which one works better we'll scale that into so targeting love it so we started shifting
Escúchalo en el minuto 35:26
Priorizar la calidad y tasa de acierto del creativo antes que el testeo masivo de baja calidad
Canales de adquisiciónTestear decenas de anuncios semanales de baja calidad diluye el presupuesto y dispersa el aprendizaje; resulta más rentable concentrar el esfuerzo en creativos con mensajes profundos y bien trabajados que eleven la tasa de acierto a escala.
convert and all of the brands know that we have to test a certain number to find a winner the person who can have the highest hit rate at scale is going to so why are you testing 50 ads a week when you your the quality is so low on them because you don't you know you're not really putting much effort into any one of them of course and your feedback on it is so low cuz you're splitting it
Escúchalo en el minuto 58:34
Evolución de media buyer táctico a estratega de respuesta directa
Marca y posicionamientoPara generar mayor valor y diferenciarse, los profesionales de publicidad pagada deben evolucionar de ser simples operadores tácticos de plataformas publicitarias (media buyers) a posicionarse como estrategas de marketing de respuesta directa, dominando ganchos creativos, apertura de nuevos ángulos de mercado y posicionamiento.
not to be known as a media buyer I I try to stay away from that like I still talk testing all that right now but like I'm tring trying to shift more into that how do I become a great marker direct response Mark that's that's what I can talk about all day like the different types of hooks the different types of markets we can open how can we position ourselves differently in the marketplace that's what that's what I that's my
Escúchalo en el minuto 54:17
Mensaje y copywritingEn publicidad exterior o de atracción en ruta, los mensajes más efectivos son hiperdirectos y comunican exactamente la necesidad básica e inmediata que el cliente quiere resolver en ese momento, sin rodeos conceptuales.
everything like that bues is phenomenal with like saying exactly what you want to hear like hey like 5 miles you can clean you can pee in a clean bathroom oh yeah like just very straightforward direct of exactly what you want to hear clean toilets you know like things like
Escúchalo en el minuto 8:22
La compra de medios operativa es una tarea comoditizada frente a la estrategia de crecimiento
Canales de adquisiciónLa ejecución táctica dentro de las plataformas de anuncios (media buying) se ha convertido en un proceso operativo básico y sistematizable en pocas semanas; el verdadero valor competitivo radica en la visión estratégica de crecimiento, la oferta y el impacto en el balance del negocio.
everything that we do because the actual day-to-day work that we do is of very little value like media buying has gotten to the point where if you worked at Pizza Hut for 2 weeks you can be a chef I think being a great Facebook media buyer takes about the same level of like of dedication like the the actual execution of the platform yeah creating the ads it's like no media buying is literally just pushing buttons 2020 sure the second one I trained up fully in like three weeks managing you have all the Sops in the place phenomenal yeah you know that's it's literally just button pushing that is…
Escúchalo en el minuto 28:27
Escalado de facturación de 30k a 300k al mes reestructurando la cuenta publicitaria
Medición y experimentosLa reestructuración de una cuenta con 50 campañas hacia un esquema simplificado con campañas específicas de prueba de creatividades y audiencias permitió escalar la facturación de una marca de ecommerce de 30.000 a 300.000 dólares al mes.
ever Ecom client gritty Soul we we helped them scale their business from 30k a month to 300K a month huge and at that time the only thing we changed was their ad account structure that was it and it took them literally from 30k mon to K off like they had like 50 campaigns all this crazy stuff going on and I was like all right cool let's introduce a creative testing campaign audience testing campaign like there's still a
Escúchalo en el minuto 42:38
Documentar el aprendizaje práctico en YouTube para generar buena voluntad y captar clientes
Estrategia de contenidosCrear contenido en YouTube documentando paso a paso los aprendizajes, aplicaciones reales y resultados obtenidos con clientes genera buena voluntad en la comunidad y funciona como un canal predecible de atracción de clientes y alumnos sin necesidad de vender cursos cerrados.
me like my whole YouTube channel like it's just been a documentation of things as I learn it so like I learn something new I go apply it when I apply it it gets X results and then I go film a YouTube video around it and I've been more of just a way to give back and put Goodwill into Community yeah I mean obviously at the end of the day I still get clients get students from it as well that fulfillment of just putting no I'm literally giving it to people I that I'm like just watch my YouTube videos show you step by by step like I literally show you step by step in the videos everything you need…
Escúchalo en el minuto 40:32
Estrategia de contenidosPara diferenciarse del formato estándar y aburrido de 'busto parlante' en un nicho B2B/marketing, conviene incorporar recursos cinematográficos (B-roll en exteriores, intros visualmente atractivas) inspirándose en creadores exitosos de industrias totalmente distintas (como deportes o entretenimiento).
he's just a football guy his intros are [ __ ] gorgeous maybe you can help me guy's video help me rip off his intro with b-roll from here I'll say this and I I tweeted this out I think us YouTubers in the D Toc space it's a bunch of [ __ ] sitting at a desk talking at the camera and I'm like this [ __ ] is [ __ ] boring we got to do it we got to do different I sent you this guy's thing his thumbnails are different his layout is different what he does is nothing to do what we're doing I'm just like dude it's so brilliant I'm going he's never to Des he's like walking around the [ __ ] desert…
Escúchalo en el minuto 44:06
Canales de adquisiciónEs preferible contratar a personas sin experiencia previa en compra de medios para formarlas con procedimientos estandarizados limpios, evitando que traigan malos hábitos o miedo psicológico al escalar presupuestos grandes.
that's the kid you want that's the person you want to come in and do this stuff cuz like they're fresh they've never been taught how to do it the wrong way just give them the standard operating procedure let them get in they don't get uncomfortable by hitting too many zeros on a screen seen that number climb and they stop thinking of
Escúchalo en el minuto 30:13
Alcance cualificado vs. volumen en contenido para compradores sofisticados
Estrategia de contenidosEl contenido hiperespecífico o avanzado obtiene inevitablemente menos visualizaciones que los temas introductorios o virales, pero concentra una audiencia cualificada de compradores de alto valor que justifica la menor métrica de alcance bruto.
my team that video I think got 800 views and then I did another video on like my costat best practices for beginners and it got like you know thousands on day like holy [ __ ] so it's like 800 people like you actually visualize what that looks like and then you think about it hey I created a piece of content that only appeals to that specific type of audience 800 people that just saw basically a sales pitch in way you know because it's talking to that very sophisticated buyer sure which is not Facebook ads which is only going to reach like a smaller segment so I have
Escúchalo en el minuto 1:01:18
Canales de adquisiciónLa única diferencia técnica y operativa entre gestionar un presupuesto diario de $100 y uno de $1,000 es un cero; el verdadero obstáculo para escalar campañas radica en la barrera mental y la percepción del dinero del media buyer.
to what your current belief is of a lot of money is that's also a big one with like new level media bars oh absolutely you know we're spending $100 a day it's yeah and then it's like what's the difference between $100 a day and $1,000 a day the only difference is is zero that is it nothing else changes totally
Escúchalo en el minuto 30:44
Pérdida de valor del media buying táctico frente a la visión global de negocio
Marca y posicionamientoA medida que la ejecución técnica y operativa de los anuncios se vuelve más sencilla y accesible, el valor del profesional de marketing deja de residir en tocar botones o tácticas como cost caps, y pasa a centrarse en la comprensión profunda del crecimiento del negocio y del cliente.
struggling to prove their value as performance marketers as why that's why they're important and I think we are getting to a place where it is becoming so much more Val to run a good business and it is becoming so easy to do the work the barrier to entry to being good is so low now when it comes to the operational just hitting the buttons I more Brands realize the difference between being a digital marketer being a performance marketer and understanding what growth looks like because you know
Escúchalo en el minuto 33:46
Estructura de diversificación equilibrada en tres ramas de negocio para alcanzar siete cifras
Estrategia y decisiones de negocioDividir la empresa matriz en tres líneas de negocio complementarias (por ejemplo: agencia, comunidad/formación y producto) y trabajar para nivelar el beneficio neto de cada una a un objetivo parejo (ej. 30.000 USD mensuales por rama) permite construir una base de ingresos diversificada de aproximadamente un millón de dólares al año.
disruptor Enterprises as a whole as um really three different paths and my focus this last bit is like I'm going to try to raise the net revenue of each one to more less even levels so for instance let's say let me get 30k take home from all three that's a million a year that's Baseline for the month for instance and
Escúchalo en el minuto 14:26
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