Marketero · Entrevistas
Cutting Edge Digital Marketing Insights from Cancún, Mexico | Perpetual Traffic EP 536
14 ideas de marketing sacadas de «Cutting Edge Digital Marketing Insights from Cancún, Mexico | Perpetual Traffic EP 536», de Perpetual Traffic. Sobre…
- 14 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 31 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 14 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 14 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Revisar el copy en equipo evaluando partes aburridas, increíbles y prescindibles
Mensaje y copywritingAntes de publicar o entregar un texto de ventas, conviene someterlo a una revisión cruzada entre redactores para marcar específicamente qué fragmentos resultan inverosímiles, cuáles son aburridos y cuáles deben eliminarse.
It was how you evaluate individual pieces of copy based upon other people reading it for you and telling you which parts are unbelievable, which parts are boring, and which parts need to be cut out. I'm like, well, we should all do the cub method where we overlay and read each other's stuff before it even gets to the point where it's being presented to a client.
Escúchalo en el minuto 20:10
Modelo del reloj de arena para definir un nicho a partir de la experiencia
Investigación de mercado y clienteAl iniciar un negocio, definir un nicho hiperespecífico de inmediato suele fallar por falta de datos reales. Es más efectivo comenzar con una oferta amplia para ingresar al 'corredor' de oportunidades (principio del corredor) e ir estrechando progresivamente el enfoque al descartar lo que no es rentable, escalable o afín, hasta lograr máxima eficiencia y valor.
The problem with that advice to early stage entrepreneurs, people starting over, people starting fresh, is if you pick your niche right away, statistically speaking, you're going to be wrong. Because you're picking it fresh, no data, no influence, no... So there's something called the corridor principle. And the corridor principle says that the entrepreneur is not going to identify the opportunity until after they're already in the corridor. Put yourself in the corridor so you can identify opportunities. That's the top of the hourglass. The hourglass is as broad as it's going to get. So start…
Escúchalo en el minuto 8:55
El marco de reloj de arena para la especialización y escalado de servicios
Marca y posicionamientoPara escalar un negocio de servicios, comienza con un enfoque amplio para entender el mercado, estrecha la oferta hacia un micronicho altamente rentable hasta saturarlo y dominarlo, y finalmente amplía de nuevo ofreciendo soluciones adyacentes a esos mismos clientes o creando unidades de negocio independientes.
You maximize your scalability to a point to where you've achieved all you're going to achieve in that niche. And that's when you begin to branch back out. And I can either just live with stasis, or what do Montessori schools need? They also need a website, or content, or operations, or CRM. And so the hourglass, start broad, taper into maximized profitability, achieve that apex to where you really do outscale yourself beyond your ability to grow further. And that's the line to broaden the hourglass again. And the hourglass of niching, I think, is the best framework for maximizing any industry…
Escúchalo en el minuto 10:03
Uso de masterminds y comunidades como canal de captación de clientes de alta calidad
Canales de adquisiciónIntegrarse en masterminds y comunidades profesionales funciona como una fuente de tráfico y adquisición donde prima la calidad del cliente sobre el volumen, facilitando la atracción de cuentas de alto valor.
Some of the best clients I've ever gotten in my life came from joining masterminds. So, you could think of a mastermind as a traffic conduit. But if you go and join a community or a mastermind, that's a great way to get really—it's not quantity, it's quality. So, it is a good traffic source.
Escúchalo en el minuto 27:19
Sistematización granular de split testing a escala de 1M$ mensuales
Medición y experimentosGestionar 1.000.000 de dólares mensuales en inversión publicitaria requiere catalogar y registrar metódicamente en hojas de cálculo cada variable y dato disponible de cada prueba A/B para optimizar el rendimiento y maximizar el valor del negocio.
He only spends a million dollars a month in ad spend. He takes every individual split test they run, puts it on a Google Sheet, and monitors every available data point, and then categorizes and catalogs it. I mean, he made enough to have a nice, big, handsome exit.
Escúchalo en el minuto 17:48
Formar grupos de pares con discrepancia constructiva para evitar cámaras de eco
Estrategia y decisiones de negocioAl crear o unirse a un grupo de mastermind empresarial, se deben buscar pares que desafíen y discrepen de los planteamientos propios en lugar de círculos de amigos que siempre validen las mismas opiniones.
Don't get 10 buddies because your friends are probably just where your friends are. There are, everybody has those handful of acquaintances that are at your current level and striving to go higher. You want people that you don't necessarily get along with. But if two people agree on everything, one of them is unnecessary. So, if it's just you and all your friends, you're just all going to have the same idea and think you're a bunch of freaking geniuses.
Escúchalo en el minuto 24:07
Integrarse en comunidades con perfiles diversos y más avanzados
Estrategia y decisiones de negocioParticipar en masterminds o grupos de rendición de cuentas con emprendedores más avanzados y de perfiles distintos al propio impulsa el crecimiento al forzar la salida de la zona de confort y aportar conocimientos que uno no domina.
Go surround yourself with people smarter than you. But the point is, is you surround yourself with people who are smarter than you. You get out of your comfort zone, especially if you're... But introverts are a little bit reluctant to join these types of groups. When, in fact, it's probably the best thing they should do. There's just, go find any community of people that are going to hold you accountable, make you better, teach you things you don't know. But it shouldn't be a bunch of people like you. It should be a bunch of people not like you.
Escúchalo en el minuto 2:58
Evitar diluir el posicionamiento de una oferta para satisfacer demandas aisladas
Marca y posicionamientoPara mantener un posicionamiento claro y reconocible, una marca o producto debe ceñirse con disciplina a su temática central. Intentar complacer peticiones individuales añadiendo temas o servicios ajenos diluye el valor percibido y confunde la propuesta esencial.
But people have to know what they're going to get. The minute you say, oh, I'm a marketing podcast, it's like, well, what does that mean? Pick your niche and just hone in. I don't want to air them out, but I was talking about my mastermind, and they're like, oh, I really want more personal development, self-development. Could you add some of that stuff in there? And I'd consider joining. And I was like, no. I love that stuff, too. Let's you and I go join another mastermind dedicated to that. Pick your lane. Stick to it. Maximize the value potential.
Escúchalo en el minuto 8:00
Innovación mediante la polinización cruzada entre industrias no relacionadas
Estrategia y decisiones de negocioLos mayores avances e innovaciones de modelo operativo suelen ocurrir al combinar ideas provenientes de sectores totalmente distintos. Relacionarse con líderes y referentes fuera del propio nicho permite importar soluciones probadas que resultan disruptivas dentro de la propia industria.
It's merging two disparate ideas or industries into one, and that's when you have the real breakthrough. I mean, as the old adage says, you know, Henry Ford figured out the way to manufacture cars by going to the armor sausage factory. By looking at how mass production was actually done. And he said, hey, I could do the same thing and completely transformed the automotive industry, And it came from hanging around with other people that aren't necessarily in your industry. The point is, we're all CEOs. We all get together. We cross-pollinate our ideas. We share our numbers. And I always come…
Escúchalo en el minuto 5:03
Estrategia y decisiones de negocioCrear activos pequeños con ingresos recurrentes automatizados (como micro-SaaS o herramientas digitales de unos pocos miles de dólares netos al mes) cubre los costos fijos personales y otorga la libertad mental y financiera necesaria para perseguir oportunidades de negocio mucho mayores sin presión de supervivencia.
I've got mailbox money. And I've got somebody that runs it that I trust. And if you're listening to this or you're watching this as we're recording, it's not an understated asset to work to achieve a small amount of mailbox money. Because people will turn their nose up at, you know, oh, I've got this little thing over here that makes me four or five grand a month. He had a WordPress plug-in. He wasn't charging a lot for it. It was like 50 bucks a month. He's making four or five grand a month. And that was net. That dude's got all of his costs covered. And now think of the freedom that he has…
Escúchalo en el minuto 13:38
Estrategia y decisiones de negocioCrear activos pequeños con ingresos recurrentes automatizados (como micro-SaaS o herramientas digitales de unos pocos miles de dólares netos al mes) cubre los costos fijos personales y otorga la libertad mental y financiera necesaria para perseguir oportunidades de negocio mucho mayores sin presión de supervivencia.
I've got mailbox money. And I've got somebody that runs it that I trust. And if you're listening to this or you're watching this as we're recording, it's not an understated asset to work to achieve a small amount of mailbox money. Because people will turn their nose up at, you know, oh, I've got this little thing over here that makes me four or five grand a month. He had a WordPress plug-in. He wasn't charging a lot for it. It was like 50 bucks a month. He's making four or five grand a month. And that was net. That dude's got all of his costs covered. And now think of the freedom that he has…
Escúchalo en el minuto 13:38
Aprender activamente de competidores y perfiles emergentes del mismo nicho
Estrategia y decisiones de negocioAsistir y tomar notas en ponencias de competidores directos o agencias emergentes en eventos permite validar conocimientos previos y descubrir ángulos operativos o tácticos que generan mejoras concretas en el negocio.
Is, if you're in a particular niche, so, for example, like, media buying for us. It's like, oh, a fair amount about media buying. Sometimes it's like, those people, they reinforce either the things that you already knew. Or, they look at it in a slightly different way. So, if you've got a speaker at a mastermind that maybe is your competition, still go to their talk. Take notes. Learn from them. Because they're going to have a slightly different take on it. And we've got stuff to learn from them. And, dude, sometimes the stuff I learn is small but mighty.
Escúchalo en el minuto 25:27
La sofisticación del marketing digital exige rigor analítico frente a la improvisación
Medición y experimentosEl marketing digital ha evolucionado a un nivel de madurez técnica donde ya no es posible tener éxito improvisando; para destacar y ser rentable es indispensable profundizar en el análisis de datos, optimización continua e inversión de tiempo en cada detalle.
My big takeaway this time at Driven is, you have to dive deep. There's no such thing as bubble gum and duct tape in marketing anymore. We got there with digital marketing. We out-sophisticated ourselves from the ability to just do it. So now you have to do it the right way. And that's expensive. And I don't just mean money. I mean time.
Escúchalo en el minuto 18:11
Estrategia y decisiones de negocioEl marketing digital ha alcanzado un nivel de sofisticación que deja sin efecto las soluciones improvisadas o parches superficiales; el éxito actual exige profundizar rigurosamente en la ejecución y la estrategia técnica.
My big takeaway this time at Driven is you have to dive deep. There's no such thing as bubble gum and duct tape in marketing anymore. It out-sophisticated the ability to shoot from the hip. We got there with digital marketing.
Escúchalo en el minuto 0:00
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.