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Digital Marketing Isn't Hard, It's Misunderstood
27 ideas de marketing sacadas de «Digital Marketing Isn't Hard, It's Misunderstood», de Sabri Suby. Sobre todo de canales de adquisición, estrategia de…
- 27 ideas despiezadas
- Fuente Sabri Suby
- Dura 39 min
- Publicada en 2026
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Uso de creatividades nativas tomadas con el móvil para evitar la ceguera publicitaria
Mensaje y copywritingLas creatividades en Meta deben prescindir del diseño publicitario pulido y utilizar fotos espontáneas tomadas desde el teléfono móvil para mimetizarse con el contenido nativo que los usuarios consumen en su feed.
And it screams ad. As a result of that, people scroll right past it. So the first rule with running ads on Meta is to never make your ads look like ads. They must look like native content that people are already consuming on this platform. And what you must understand is that 80% of photographs that people look at all day long are taken on a phone. You want to use all the creatives on Meta ads taken from your phone. So they look very raw and they look very native. Then what I want you to do is to open up your photo library on your phone and to pick a native photo of yourself. It doesn't need…
Escúchalo en el minuto 12:40
Segmentación abierta en Meta Ads mediante copy largo e hiperespecífico
Canales de adquisiciónPara generar demanda en Meta Ads, define únicamente la segmentación geográfica y deja que el algoritmo optimice la entrega utilizando un copy largo (entre 300 y 600 palabras) e hiperespecífico junto a un titular relevante.
Then I want you to match that creative and the headline with super long form, hyper specific copy. When I say super long form, I'm talking anywhere between 300 and 600 words max. Then what you do is you simply let the algorithm do all the targeting. All I want you to do is pick the geographic location that it is that you're targeting and nothing else. And you let the algorithm cook.
Escúchalo en el minuto 15:12
Estructura del anuncio de 'hiper dopamina' para vender el clic
Mensaje y copywritingEl único objetivo del anuncio es vender el clic hacia la página de aterrizaje, no el producto final; para lograrlo, debe combinar la promesa de un beneficio altamente específico con una intriga irresistible que abra un bucle de curiosidad.
Next thing is do not try and sell people from your ad. The only thing that your ad must do is to sell the click of getting them to click your ad and then go to your landing page. And the best way to do that is by using something that I call a hyper dopamine ad. Where you have a big specific benefit that your market wants so that the algorithm can then go out and find those people. And then you have what we call burning intrigue. It must open a loop in that prospect's mind that gets them to actually click on your ad and to find out what this is all about. And it's the intersection of those two…
Escúchalo en el minuto 13:20
Estrategia de contenidosPara validar la legitimidad de la marca cuando los prospectos la buscan en Google tras ver anuncios, crea de 3 a 4 piezas de contenido pilar evergreen ultraprofundas que cubran el paso a paso desde el problema actual del cliente hasta su meta deseada, igualando la calidad de cursos de pago y utilizándolas en ventas y embudos.
The only thing that I want you to be thinking about is passing what I call the Google sniff test. When you start running ads on any platform and getting a certain amount of attention, people are going to start searching for your brand name to try and figure out whether or not you are legit. So instead of thinking about always having content on all these platforms to constantly be posting every single day, the way that I want you to think about it is to think about what are the four to five key pillar pieces of content that I can put out that are going to pass the Google sniff test. So what I…
Escúchalo en el minuto 16:54
Canales de adquisiciónEn lugar de configurar cientos de términos o usar concordancia amplia y campañas automatizadas (PMax), identifica las 4 o 5 palabras clave nucleares que concentran el 80% del volumen de búsqueda en tu nicho y anúnciate únicamente en concordancia exacta. Crea para cada una una landing page profunda que mantenga la continuidad de mensaje ('scent') y responda todas las dudas del usuario, lo que eleva el Quality Score…
In any given market, there are always four to five keywords that I call Colosseum keywords. It's the keyword that your entire marketplace sits around. And while there are hundreds of different keywords that it is that you can target, there are always these four to five that represent 80% of the search traffic and the business that there is to be made in this niche. Well, the reason for that is, is depth always beats breadth. the way that Google Ads work is all based on keyword relevance and your relevancy score, meaning how relevant is the page that you are sending people to So what we want…
Escúchalo en el minuto 1:39
Ejército de microcreadores y páginas satélite para generar creativos y tráfico
Canales de adquisiciónReclutar a un grupo de 10 a 20 microcreadores (menos de 10.000 seguidores) para que gestionen páginas satélite publicando 2 a 3 contenidos diarios a comisión (20-30%). Luego, los contenidos orgánicos más exitosos se replican en el equipo y se trasladan como anuncios pagados para combatir la fatiga creativa.
And the game here is we are going to be building an army of 10 to 20 content creators in your niche. to set up what we call sub pages or satellite pages to your brand. and their job is going to be to produce two to three pieces of content per day. you are going to pay them 20 to 30% in commissions. And you're all going to go over what is the content that is banging organically, And then they are all going to do their own take of that one thing. And so you're able to duplicate out the winners and you get lots of proven content. Then what you're going to do is you're going to take all of that…
Escúchalo en el minuto 30:26
Canales de adquisiciónLa mayor rentabilidad del marketing de influencers no proviene del impacto orgánico de sus publicaciones, sino de reutilizar el contenido que producen como anuncios pagados dirigidos hacia su propia audiencia, aprovechando la confianza y afinidad preexistentes para multiplicar el ROAS frente al tráfico completamente frío.
When the reality of it is that that is not how it works. What you're doing when you're doing influencer marketing but you're not looking to make a whole bunch of profit and sales from them simply posting it on their actual pages. The way that it works is you take that piece of content that it is that they have produced. And then you start to run that as ads to that influences audiences. And instead of getting, you know, a three or a four ROAS, you're getting an eight or a 10 because you're not running to completely cold traffic. They have already built affinity with that audience. They…
Escúchalo en el minuto 29:13
Uso de copy largo junto a segmentación abierta (broad targeting) en Meta Ads
Canales de adquisiciónEl copy largo de respuesta directa supera a los textos cortos en Meta porque suministra al algoritmo suficientes puntos de datos para identificar y perfilar al comprador ideal dentro de audiencias amplias sin necesidad de segmentación por intereses.
Realistically, what it is that you want to do is to use long form direct response copy. And the thing is, if you're using very short form copy, then you're not giving a lot of data to these algorithms to be able to go out there and find exactly who it is that you're trying to target. The more copy that you give them, the more data points that they can match that with, and the more targeted that your ad becomes. Because Meta is analyzing every single part of your ad. And then it is going out onto the internet and is finding, okay, who out of all the billions of users that we have have the…
Escúchalo en el minuto 10:23
Mensaje y copywritingEn marketing por SMS no se debe intentar cerrar la venta dentro del mensaje ni usar lenguaje agresivo de venta directa; los mensajes deben redactarse en minúsculas y tono conversacional informal, generando intriga para dirigir al usuario hacia una página con un video de ventas breve adaptado a dispositivos móviles.
So first up, when it comes to SMS or really any platform, you want to converse and communicate the way that is native to that platform. And you want to model that exact same language in SMS. You want to make sure that it is all lowercase. It is all very low key, not very direct response and hard hitting sales language. Basically, all you can do in an SMS is to point that person to where it is that you want them to go. So instead of trying to sell them right in the SMS, you want to load that thing up with a huge amount of curiosity that then moves them across to another platform. And the thing…
Escúchalo en el minuto 26:18
Dar formato de correo personal a las comunicaciones de email marketing
Retención y relación con el clientePara evitar que los usuarios archiven o borren los correos como promociones, los emails deben imitar el formato de un mensaje personal: remitente con nombre humano, texto plano sin plantillas sobrecargadas y líneas de asunto escritas en minúsculas.
The first one is a promotional email, which is basically anything that appears to be promotional. And then the next one is a personal email. Delete, archive, and you get rid of anything that appears to be promotional and non-important. And that is to make all of your emails appear to be personal emails. Because if it looks promotional in nature, then your open rates are going to be completely in the toilet. if I look at the subject line, does this appear to be personal? They're typically all in lowercase. They typically come from a human and not a brand name. They're typically not super…
Escúchalo en el minuto 21:40
Oferta y precioReducir moderadamente el precio de un producto principal (entre 5$ y 15$) puede abaratar el coste de adquisición de clientes en una proporción mayor (20$ a 30$) al elevar la tasa de conversión. Para maximizar la rentabilidad y el EPC (ingresos por clic), se recomienda testear mediante split test tres puntos de precio distintos en lugar de asumir que un precio más alto siempre es más rentable.
And what most people don't realize is that you can oftentimes shave the cost of your product down by $10, by $5, by $15. And subsequently, that will lower your customer acquisition costs maybe by $20 or $30. So it's actually more profitable for you as a business to have a cheaper price because the conversion rate goes up. So as a bare minimum, what I want you to do is to set up a split test a day for your hero product and put in three different price breaks for that product and then measure them not only on the conversion rate, but also on the EPC, the earnings per click. What is the ROAS…
Escúchalo en el minuto 35:13
Validar palabras clave con Google Ads antes de iniciar una estrategia SEO
Canales de adquisiciónEjecuta una campaña pequeña y de bajo presupuesto en Google Ads para identificar con certeza qué términos de búsqueda generan ventas y leads reales antes de invertir meses de trabajo orgánico en esas palabras clave.
What you want to do is start a very small scale Google ad campaign to begin with. And you want to find out what are the keywords that are actually driving most of your sales and also most of your leads. I only recommend spending a couple of hundred, if not a couple of thousand dollars to find out what those keywords are to begin with. And the reason why is that SEO is a slow burn. This thing takes weeks, if not months. And so you want to make sure that you are building a house on the best foundation possible. And the only way to know that for certain is to actually run some ads, get some…
Escúchalo en el minuto 6:10
Estructura 80/20 para emails: contenido de valor antes del pitch de venta
Retención y relación con el clientePara sostener altas tasas de apertura y proteger la reputación de entrega en la bandeja principal, cada correo debe componerse de un 80% de contenido formativo o práctico que ayude al prospecto y un 20% final reservado para la propuesta comercial.
Instead, what you want to do is you want to basically provide value to them. You want to make sure that your emails are 80% value and 20% pitch. Then very, very quickly, they're just going to stop opening your emails. And the moment that they do that, then you're not going to be inboxing in the primary inbox. And the way that we do that is by providing value. And have it on thinking about where your prospect is and where it wants to go. And how do you get them closer to where it is that they want to go, And then at the end of that email, 20% of it is to actually make the pitch. then your open…
Escúchalo en el minuto 22:22
Segmentar audiencias mediante el mensaje con copy ultraespecífico
Mensaje y copywritingEn lugar de depender de la segmentación por intereses en plataformas de anuncios, utiliza creatividades con textos largos y altamente específicos (dog whistle copy) diseñados para resonar exclusivamente con tu cliente ideal.
Basically, what we need to do is push a message in front of our ideal target candidate. And the way that this game used to be played is that you would basically jump onto meta. You'd start to populate a whole bunch of interests for the kind of person that it is that you would be targeting. But the game has changed. Now your creative is the targeting. Well, you need to write long form, super specific copy that would only appeal to your exact prospect. And we call this dog whistle copy.
Escúchalo en el minuto 9:38
El titular es el elemento de mayor impacto en la conversión de una página de destino
Mensaje y copywritingElementos visuales secundarios como tipografías y paletas de color tienen un impacto marginal en la conversión comparados con el titular, el cual debe ser específico y abrir un bucle de curiosidad para evitar que el visitante abandone la página inmediatamente.
They think it's about the design of the actual page, their fonts, their color pantones, what the product image looks like. And they neglect the things that really move the money needle. There is one element alone that is responsible for lifting the most amount of freight. And that is the headline on any given page. the very first thing that they're going to see is the headline. And if the headline is weak, if it's not specific enough, if it doesn't open a loop or create enough intrigue to get people want to read the rest of the page Instead, what you must do is to stop that scroller in their…
Escúchalo en el minuto 33:42
Dominar y agotar un solo canal de marketing antes de diversificar
Canales de adquisiciónEn lugar de dispersar recursos en múltiples plataformas simultáneamente, enfocarse en dominar y explotar un único canal hasta el límite genera más avances operativos y resultados comerciales que la dispersión multicanal.
All you need to do is one thing. And that is to choose one channel and to completely tap that channel out. Because when you dial in that focus, you shut out all the noise and you make more progress in 12 months than you did in the last five years.
Escúchalo en el minuto 20:14
Estrategia de contenidosInvestiga tu palabra clave principal, extrae las búsquedas y preguntas relacionadas del pie de página de Google y redacta contenido humano exhaustivo que responda cada consulta para superar el contenido genérico generado por IA.
Once you've done that, what I want you to do is to fire up Google and to search for that Coliseum keyword. Then I want you to scroll all the way down to the bottom of the page. And what you will see is Google will show you all the other searches that people are doing also that are in relation to this search term that it is that you're searching for. And all the questions that it is that they've got around that. And so what we want to do is we want to take all of those different questions and all those related search terms and we want to stick them onto a Google document. Then you want to…
Escúchalo en el minuto 6:53
Canales de adquisiciónEl punto de partida más accesible y efectivo para adquirir clientes es la captura de demanda en buscadores, dirigida a usuarios con una necesidad urgente o problema crítico que ya buscan solución activa. Convertir este tráfico requiere menos destreza en copywriting y persuasión porque la intención de compra ya existe antes de ver el anuncio.
So let's start with the demand capture game. Google Ads is really demand capture in its purest form, Basically, what we're doing is we are targeting people that have what I call a bleeding neck. They have an urgent problem that they need an immediate solution for. And you don't need to be a masterful copywriter or a persuasive genius because these are people that already have a need. And this is exactly where I tell every single business to start, because you don't need to be highly skilled to convert this traffic, because these people are already actively looking for solutions.
Escúchalo en el minuto 0:37
Convertir la llamada comercial en una oferta con valor intrínseco
ConversiónPedir a un prospecto que reserve una llamada o pida presupuesto genera baja conversión si la sesión se percibe solo como un intento de venta. Para aumentar las reservas, la llamada debe estructurarse y comunicarse como un recurso de alto valor por el que el usuario pagaría con gusto, desglosando en viñetas entregables y aprendizajes tangibles que recibirá independientemente de si compra.
So when it comes to lead generation, the offer is what is the offer that you're making on your lead gen lander to actually get somebody to raise their hand and either request more information or to book in a call with you? And this is where most people get it wrong. Their offer is simply contact us, get a quote, speak with our team, and book a call. Your offer, it must be of value in itself. Whether or not somebody is going to buy from you, there must be value attached to it. And if all you're doing is trying to sell your shit on the phone call, then you're not going to get many people…
Escúchalo en el minuto 36:02
Superar la recesión de confianza con pruebas más contundentes que las promesas
ConversiónLa baja barrera de entrada a los negocios digitales ha generado una 'recesión de confianza' y un escepticismo generalizado entre los compradores. Para lograr conversión en un embudo, la evidencia (plataformas de reseñas como Trustpilot, capturas de mensajes, comparativas antes/después) debe ser visual, externa e irrebatible, demostrando los resultados en lugar de limitarse a prometerlos.
The next thing to understand is that we are living in a trust recession. Because of the internet has lowered the barriers to entry in every single business, in every single category, what is happening is more people are starting businesses now than any other time in history. And basically what that has resulted in is a whole bunch of people that have no clue what they're doing, entering in your niche, pretending like they know what they're doing, selling a bunch of your customers and your prospects and basically creating this huge amount of skepticism and a recession in trust. So for me as…
Escúchalo en el minuto 36:53
Optimización de precios mediante pruebas A/B para proteger la conversión y el ROAS en ecommerce
Oferta y precioEn comercio electrónico, fijar precios de manera estática y arbitraria basada solo en la competencia o costos daña el rendimiento; es crítico someter el precio a pruebas A/B, ya que un precio descalibrado reduce tanto la tasa de conversión como el retorno de la inversión publicitaria.
the thing that you can change that is going to move the money needle more than anything is the price of the offer. And most people, when it comes to price, they never even split test it. They come up with some arbitrary number based on what their competition is charging or what their cost of goods are. And they never, ever split test it. But there is a silent killer on there, which is if your price is too high, you are going to pay for it in any case because your conversion rate is going to go down and your ROAS is going to go down.
Escúchalo en el minuto 34:40
El cuello de botella del crecimiento suele ser la conversión y no la escasez de tráfico
ConversiónEl tráfico en plataformas publicitarias es abundante y se puede comprar; la verdadera limitación de los negocios es la incapacidad de convertir esas visitas a un ratio suficientemente rentable como para pagar el costo por clic y escalar.
And the thing that most people don't realize is that they don't have a traffic problem, right? Traffic is abundant. The issue is that they have a conversion problem. They are simply unable to convert that traffic at a rate that is profitable, that they can pay a couple of bucks a click to Meta and Google, and that they can make more money off that traffic that comes through. It's all about converting the traffic. If you have the skill to be able to convert traffic, then you'll be able to go out and buy up all the traffic that exists on these platforms.
Escúchalo en el minuto 33:07
Estrategia de contenidosEs posible escalar un negocio a más de 10 millones de dólares al año mediante tráfico pagado antes de publicar el primer video de contenido orgánico en YouTube.
And the thing that they don't realize is that I was already doing over $10 million a year before I ever posted a video onto YouTube.
Escúchalo en el minuto 17:36
Estrategia de contenidosEs posible escalar un negocio a más de 10 millones de dólares al año mediante tráfico pagado antes de publicar el primer video de contenido orgánico en YouTube.
And the thing that they don't realize is that I was already doing over $10 million a year before I ever posted a video onto YouTube.
Escúchalo en el minuto 17:36
Estrategia de contenidosEs posible escalar un negocio a más de 10 millones de dólares al año mediante tráfico pagado antes de publicar el primer video de contenido orgánico en YouTube.
And the thing that they don't realize is that I was already doing over $10 million a year before I ever posted a video onto YouTube.
Escúchalo en el minuto 17:36
Estrategia de contenidosEs posible escalar un negocio a más de 10 millones de dólares al año mediante tráfico pagado antes de publicar el primer video de contenido orgánico en YouTube.
And the thing that they don't realize is that I was already doing over $10 million a year before I ever posted a video onto YouTube.
Escúchalo en el minuto 17:36
Comparativa de costo por clic: Meta Ads vs. Búsqueda directa en nichos competitivos
Canales de adquisiciónEn mercados masivos y competitivos como el corretaje hipotecario, la generación de demanda en plataformas como Meta puede reducir el costo por clic a 2 dólares frente a los 36 dólares habituales en canales de búsqueda directa.
So take, for instance, a mortgage broker. That is a mass market audience that is perfect to target on a platform like Meta. And the beauty about it is, instead of paying $36 a click, we might be paying $2 a click.
Escúchalo en el minuto 11:54
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