Marketero · Entrevistas
Ep 127: Slashing Customer Acquisition Costs with Nik Sharma
36 ideas de marketing sacadas de «Ep 127: Slashing Customer Acquisition Costs with Nik Sharma», de DTC Podcast. Sobre todo de canales de adquisición…
- 36 ideas despiezadas
- Fuente DTC Podcast
- Dura 46 min
- Publicada en 2021
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El framework de testing de performance branding propone: definir el cliente idea
Medición y experimentosEl framework de testing de performance branding propone: definir el cliente ideal con parámetros demográficos y geográficos, listar 27 razones por las que alguien compraría el producto, y testear cada razón con variantes de headline e imagen usando eventos de conversión como purchase o email lead para validar qué funciona.
think um you know one of the greatest gifts that mark zuckerberg has given us is this engine where we can basically decide okay if this is who we think our customer is you know let's say it's like male and female you know 25 to 44 right um who live in x y and z places you can set this as your parameter and then think okay you know i'm drinking smart smart water here so like what are the 27 reasons somebody's gonna drink smart water right and answer that question on a piece of paper and then literally take that piece of paper with all those reasons and just start testing them whether it's by…
Escúchalo en el minuto 8:53
Para crear EGC efectivo hay que listar por qué al equipo le gusta el producto, l
Mensaje y copywritingPara crear EGC efectivo hay que listar por qué al equipo le gusta el producto, luego analizar las reseñas existentes y hacer un tally de los 5 puntos más mencionados.
about like okay let's really understand why do we like this product and so we wrote down why we like the product and then we went through the actual reviews of the product and we just made a tally okay this person mentioned scent this person mentions non-toxic you know we made a tally of like the top five things and then when we looked at it we just said okay we're going to talk about these five points ranking from you know the most tallies to the least tallies and um and that's how we created our egc ads
Escúchalo en el minuto 42:25
Performance branding es construir brand equity usando medios de rendimiento que
Mensaje y copywritingPerformance branding es construir brand equity usando medios de rendimiento que ya funcionan: en vez de llevar a una oferta directa, llevar a un artículo, contenido de un creador o influencer que cuente una historia de transformación, y dejar que la marca crezca en paralelo a la conversión.
so in my mind um performance branding is the concept of building brand equity on the back of your working performance media dollars so for example if you're running you know something as simple as a facebook ad right instead of running a facebook ad that just pushes an offer you know it's better to take somebody to an article maybe that tells you why the company was started or tells you about a customer experience or uh or maybe it's even an influencer or a creator you know talking about how this product impacted their life and you know eventually led them to want to make this video um it's…
Escúchalo en el minuto 7:33
Crear una landing page pre-sale dedicada que responda todas las objeciones, cuen
ConversiónCrear una landing page pre-sale dedicada que responda todas las objeciones, cuente la historia de marca y explique cómo obtener el producto es más efectivo que llevar tráfico directo a la homepage o colección, porque cada clic adicional es una oportunidad de abandono.
it does it hit a punch line that that really hits home and then you know when you click that ad like where is it going is it going to the home page is going to a product page to go into a landing page is that page optimized does it tell a story by the time you get to the bottom do you have any questions you know and so um so in my opinion the the best thing any brand can do is just build a very simple landing page and you know a super simple one you could see is like if you go to organe.com welcome and if you want to get even more complicated you can go to like poopourri.com byob and those…
Escúchalo en el minuto 15:04
Un buen cold email debe facilitar al receptor decir sí o no, sin fricción. La cl
Mensaje y copywritingUn buen cold email debe facilitar al receptor decir sí o no, sin fricción. La claridad y el beneficio mutuo son más importantes que la creatividad.
it's a really good i'm a cold email nerd so if it's a good cold email yeah if it's a good cold email i'll respond instantly if it's a bad cold email i won't uh probably mark cuban i have the same one i did i i reached out to work as well you got back to me in five minutes yeah he's he's uh yeah uh all you have to do is just make it really easy for them to say yes or no that's it yep yeah tell them what's in it for them
Escúchalo en el minuto 45:11
Mejorar un 2% diario en todas las áreas del negocio (envío, empaque, narrativa p
Marca y posicionamientoMejorar un 2% diario en todas las áreas del negocio (envío, empaque, narrativa publicitaria) genera efectos compuestos que se traducen en mejor word-of-mouth y construcción de marca equity.
yeah i mean i i don't think there's necessarily like a one shot answer in my opinion it's about getting like two percent better in all aspects of the business every day so for example if you're getting better in your shipping you're getting better in your packaging you know maybe that leads to a better unboxing experience that leads to you know a little bit better word of mouth if you're getting better in the way that you're advertising you're telling more of a story rather than just telling people to buy something and get an offer you know you're you're still creating you're building that…
Escúchalo en el minuto 6:09
Un liquor brand pasó de CTR de 1.3% a 5.5% en Facebook únicamente adoptando cont
Canales de adquisiciónUn liquor brand pasó de CTR de 1.3% a 5.5% en Facebook únicamente adoptando contenido estilo TikTok: nativo, entretenido y con estructura de storytelling.
client a liquor brand that we worked with and they were getting you know probably around a 1.3 click-through rate and their baseline was like one percent and i was like guys we can at least get like three and a half and so we just tried a bunch of stuff one of them was was tick tock and so we just had you know a few people create some tick tock videos we ran it all of a sudden five and a half percent click-through rate now five percent became the baseline there and it's all just because you know somebody opened the app and like what does well on facebook videos that are entertaining that's…
Escúchalo en el minuto 43:58
Facebook e Instagram son feeds curados por el usuario: la gente va ahí a entrete
Canales de adquisiciónFacebook e Instagram son feeds curados por el usuario: la gente va ahí a entretenerse, no a ver billboards. El contenido nativo que entretiene es el que gana.
so anyways when you open facebook right like just think of yourself as a person like why do you open facebook do you open facebook to go look at a billboard or do you open facebook to go get entertained right yeah and so as long as you're entertaining i mean tick tock like we had another click-through rate now five percent became the baseline there and it's all just because you know somebody opened the app and like what does well on facebook videos that are entertaining that's all really facebook is and like posts from friends or relatable stories so as long as your thing is either a good…
Escúchalo en el minuto 43:45
Cada marca DTC debería tener su propia newsletter o contenido propietario: una m
Mensaje y copywritingCada marca DTC debería tener su propia newsletter o contenido propietario: una marca de brandy con recetas semanales curadas por un chef, o una de cócteles con tutoriales.
have something like that like you know brightland should have a newsletter with recipes every week curated by a chef or created by a chef and you know house could have a newsletter or they could have a weekly cocktail you know this is how you make a cocktail it's going to impress your friends on friday night like there's definitely so many opportunities of to create really good content that i think people get attracted to immediately just because the flip side of it is these large media companies who create content for the purpose of revenue and it's just not that great but when you have…
Escúchalo en el minuto 34:04
Tener una audiencia propia antes de necesitarla permite saltarse las filas de pr
Canales de adquisiciónTener una audiencia propia antes de necesitarla permite saltarse las filas de prospección y reduce drásticamente el costo de adquisición.
life a lot easier i'm surprised more people don't do it and it's not even like we you know whenever i think about it it's never um i'm never forcing content like for so it's that idea of skipping the line right like at 100 by the time people kind of come in they're like yeah we want to work with you guys we've seen how you work we've seen how you operate we see how you think about this and that and yeah and i think every brand too should have something like that like you know brightland should have a
Escúchalo en el minuto 32:48
El contenido auténtico de equipos internos (EGC) funciona mejor que el contenido
Mensaje y copywritingEl contenido auténtico de equipos internos (EGC) funciona mejor que el contenido de grandes agencias porque se siente real y no forzado.
that is an unreal story i was just talking about this in an ad league's post i was making today about the ease that you can still knock off these these kind of tick tock creatives and what really works you know we call them scrappy but it's also they're authentic and they come across and the reason yeah the reason they work is because when you're scrolling through your feed
Escúchalo en el minuto 42:53
Marca y posicionamientoLa ola DTC 3.0 se centra en la función y la relevancia: las marcas necesitan un propósito real para existir, ya sea un foso competitivo en el producto, un enfoque comunitario o una propuesta disruptiva en su categoría.
and then i think 3.0 which is maybe where i'd say where we're at now is like very much focused on uh function and relevance so like does this brand even have a purpose to exist is it just the you know 17th personal care brand or like does it really have a reason to exist is there some reason they exist whether it's a moat they have in their product or you know something else maybe community driven and um and disruptive in the space perhaps too like they're innovating on an idea whose time has come kind of thing is something i see a time and time again exactly and and it's all you know it all…
Escúchalo en el minuto 4:24
Con EGC (Employee Generated Content) los costos de adquisición pueden bajar de $
Canales de adquisiciónCon EGC (Employee Generated Content) los costos de adquisición pueden bajar de $150 a $30 y los nuevos clientes diarios de 20 a 150 en dos semanas.
cleaning brand very very premium brand and you know very elevated branding photography etc the product was all glass it was a beautiful product the problem was that they they were marketing it um almost like a a luxury item and obviously when you look at the you know the louis vuittons and the ramoas of the world you know they're not necessarily driving the landing pages they're not doing anything fancy because like they've spent 100 years building their brand but this was a brand new company and so you know they basically put two million dollars in at this point between r d brand identity…
Escúchalo en el minuto 40:10
No hay que forzar la creación de contenido. Mejor esperar a que algo realmente n
Mensaje y copywritingNo hay que forzar la creación de contenido. Mejor esperar a que algo realmente noteworthy suceda y тогда писать.
example the last week and a half i've just been so busy with work i probably haven't put out a good tweet in like you know 10-15 days but i'm not sitting there forcing myself okay i gotta put something out um i take that whole approach of the document don't create and so it's like okay something really cool happened i'm gonna tweet about it i'm gonna talk about it you know if i if i um say that again the document document don't create it's a gary vee saying yeah most common problem and then i take that problem i write the answer and i just ship it out to 15 000 people amazing and the way that…
Escúchalo en el minuto 32:58
Con un presupuesto de $50.000 para marketing en 6 meses, la mejor distribución e
Canales de adquisiciónCon un presupuesto de $50.000 para marketing en 6 meses, la mejor distribución es: influencers y creadores en TikTok + newsletters + retargeting en Facebook e Instagram.
say uh we were just to give you a 50 000 grant to be used for marketing for either one of your brands one of your brands in your portfolio where are you putting that 50 000 to see sort of the biggest return in the next say six months month say yeah um i would say i would say it would be a combination uh so i'm i'm like a scrappy guy at heart because you know i'm indian my parents are immigrants like scrappy as it gets so i would i would probably hustle on the side of like influencers and creators especially probably with tick-tock yeah um just because how bullish are you on tick-tock so…
Escúchalo en el minuto 36:49
La construcción de marca es un proceso lento que no se puede delegar overnight a
Marca y posicionamientoLa construcción de marca es un proceso lento que no se puede delegar overnight a una agencia ni comprar con presupuesto: requiere consistencia y tiempo, y las marcas que lo logran siguen relevantes 25 años después.
that end up doing it um you know they they're the brands that we're still wearing today 25 years later and the ones that are still relevant the ones we still talk about today but the ones that were maybe all in on just you know performance at one point you know those aren't necessarily the brands that we're still talking about or or excited to even you know get behind or wear or taste or consume
Escúchalo en el minuto 6:53
Mensaje y copywritingLa newsletter puede construirse revisando los problemas más comunes de la semana en las reuniones y escribiendo la respuesta.
we're having a part we're throwing the party we want to we want to be the place where we're throwing the party and then we we talk about pilot house and things like but really it's just like they're the host of the party on the news exactly right and people will want to meet the host so it's that idea of skipping the line right like at 100 by the time people kind of come in they're like yeah we want to work with you guys we've seen how you work we've seen how you operate we see how you think about this and that and
Escúchalo en el minuto 33:42
Las marcas DTC 2.0 que dependían exclusivamente de Facebook como canal único de
Canales de adquisiciónLas marcas DTC 2.0 que dependían exclusivamente de Facebook como canal único de adquisición y que no habían construido marca ni fundamentos sólidos fueron las más afectadas por los cambios de iOS 14 porque el algoritmo de Meta necesita señales de datos de terceros para optimizar.
product market fit or spending to try to become relevant in the first place without like really building a brand or a foundation that people were already into those are the ones that got hit really hard because their own their their sole customer acquisition channel was usually facebook and instagram ads and the way the platform works is basically it takes the inputs of what happened with the last dollar to dictate where it's spending the next dollar so if you have a brand that has its own you know like take care away for example a brand that has it's it's a great product it's got incredible…
Escúchalo en el minuto 18:52
La landing page pre-sale no busca vender directamente sino convencer al cliente
Mensaje y copywritingLa landing page pre-sale no busca vender directamente sino convencer al cliente de que comprar el producto sea idea suya, reduciendo la fricción percibida de la decisión de compra.
love it uh yeah i think i i definitely preach that um i'm one what are your observations about the uh post ios 14 world are you noticing have you had to shift any of your operations you're thinking is i hearing you talk you sound like like an ad guy from the 60s you know like doesn't have a story does it answer the question you know like just the simple straightforward stuff that you need to think about instead of all the bells and whistles quite often but so i'm wondering what what are you what is your mindset on the changes that
Escúchalo en el minuto 17:14
Canales de adquisiciónLas newsletters pequeñas (50-60k suscriptores) tienen tasas de apertura de 50-60% y CTR de 15-25%, superando a grandes newsletters y nano-influencers.
um i think i think the the group of smaller newsletters and sub stacks is kind of the new like nano influencer on instagram very effective highly engaged readers um and we're talking newsletters with like you know 60 or 50 to 60 open rates and and 15 to 25 click-through rates unreal yeah that's an excellent knowledge bomb to lead people with and you mentioned scrappy you know i
Escúchalo en el minuto 39:23
Canales de adquisiciónEnviar producto a solo 50-250 creadores de TikTok (50 a 250k seguidores) genera suficiente volumen para que 10-15 videos lleguen a 1M de vistas.
we've done this with if we send out product to even just 50 creators you know between uh 50 to 250 000 uh 250 000 followers um and you put out you know they basically put out 50 pieces of content let's say um 10 to 15 are just bound to get a million views it's like it's just a numbers game and it's like it's just a numbers game and so so i would definitely do that and
Escúchalo en el minuto 37:41
Diferentes códigos postales, ciudades y estados reaccionan de manera distinta a
Investigación de mercado y clienteDiferentes códigos postales, ciudades y estados reaccionan de manera distinta a los mismos mensajes publicitarios debido a diferencias culturales, por lo que blanket una sola pieza creativa a nivel nacional es una estrategia obsoleta.
example would take one tv ad and run that nationally but when you think about uh what we were just talking about with smart water you know running 27 different ways you're going to figure out that different zip codes react differently or even down to like you know or even broadly like different cities or different states react to things differently because of the way that their culture is and so this concept of just taking one creative or one campaign and blanketing you know as many impressions as you can um is just it just doesn't work as well anymore
Escúchalo en el minuto 11:51
El contenido de calidad se pega en la mente del consumidor: cuando luego necesit
Marca y posicionamientoEl contenido de calidad se pega en la mente del consumidor: cuando luego necesita resolver un problema, regresa a la marca que le dejó algo útil y auténtico.
when people see content and and that too like good you know they see something good that they can relate to and and maybe even take and and make use out um it just it sticks in their mind and then when they think okay how do we do this then then it comes back to us or
Escúchalo en el minuto 30:16
Canales de adquisiciónEn TikTok, el 95% de los videos se ven en la página 'For You' (FYP), lo que significa que el algoritmo decide más que el seguimiento.
and so um and i think there was some report today that came out said something like 95 percent of videos are viewed on the 4u page wow
Escúchalo en el minuto 43:36
Las newsletters grandes son efectivas solo para marcas B2B o con ticket alto: en
Canales de adquisiciónLas newsletters grandes son efectivas solo para marcas B2B o con ticket alto: en CPG con AOV de $50, el ROI no justifica el costo de suscripción.
you know for example with with if you're a cpg company and your aov is 50 bucks you know exactly uh you're not going to get that good of a return but then if you're in morning brew and you're a b2b company and one you know one client equals a fifty thousand dollar contract you're extremely happy with the results you get there um but i think same way with smaller newsletters too you know
Escúchalo en el minuto 39:00
Medición y experimentosLas marcas DTC exitosas no gastan principalmente en marketing sino en producto; la adquisición y retención se construyen con landing pages, reviews, SEO, contenido y affiliates, no con presupuesto publicitario masivo.
and obviously they you know when i when i just think about like where do all the costs go in most brands like most of the money goes towards marketing right but these guys on the other hand they don't necessarily focus much on marketing they really focus a lot on product um and what's interesting too about
Escúchalo en el minuto 23:54
Las marcas DTC que tenían buen product-market fit, reviews sólidas, prensa, SEO,
Canales de adquisiciónLas marcas DTC que tenían buen product-market fit, reviews sólidas, prensa, SEO, programa de afiliados y estrategia de contenido no vieron afectada su Media Efficiency Ratio (MER) post-iOS 14 porque tenían múltiples señales de mercado más allá del pixel de Facebook.
yeah so um in most things we're seeing um a lot of brands have definitely pulled back their media spend a good amount um at the same time though um you know the brands with really good brand equity and also just a phenomenal product are a lot and really good product market fit from the beginning right they're not they were spending on facebook to extend the reach and extend the amount of eyeballs they could get into a machine into an acquisition machine that was already working because they had a good product market fit those brands not really affected at all their mer you know media…
Escúchalo en el minuto 17:43
Sin buen product-market fit la marca no merece existir en el entorno post-iOS 14
Investigación de mercado y clienteSin buen product-market fit la marca no merece existir en el entorno post-iOS 14, donde el pixel necesita inputs propios para funcionar y los costos de adquisición suben para quienes dependen de la interpolación de datos de terceros.
know if you don't have good product market fit then you probably don't deserve to like live you know that's yeah that's i'm wondering like i was like there's anyone in the audience listening who's just like oh man i don't have product market fit like yeah what is there to do there's you can you can you know if you're in your space you can just look at other needs in your space but it's kind of back to the drawing board if you don't have those essential things in this environment maybe eh yeah and it's like you know it's it's also understanding again like is there a true purpose for this thing
Escúchalo en el minuto 20:29
Las marcas que crean contenido lo hacen con un modelo de negocio radicalmente di
Marca y posicionamientoLas marcas que crean contenido lo hacen con un modelo de negocio radicalmente distinto al de los medios: no necesitan pageviews para pagar cuentas.
yeah that's some great insight there uh this has been a fantastic podcast i wanted to ask i know you've mentioned a few other brands i know you're really knee-deep in the cpg and d2c space but what are a couple brands that you'd want to shout out that you think are just absolutely crushing in the in the d2c space right now um i think one that's absolutely crushing or maybe two in the same space that don't get a ton of attention um by
Escúchalo en el minuto 34:54
Investigación de mercado y clienteLa era del e-commerce como oportunidad de arbitraje está terminando: los costos de publicidad se están normalizando a lo que deberían haber sido, lo que obliga a las marcas a construir marca real o morir lentamente.
e-commerce just being this arbitrage opportunity um with you know the cost of advertising not necessarily maybe rising but probably more like normalizing to where it should have been um now that the demand is there and um and so i think we're going to start to see like we're either going to see a lot of brands now just slowly start to you know get smaller and smaller and and die or we're gonna see brands just really have a glow up with their brand side and really build a community and build something where people you know without seeing an ad are excited to go back and repurchase something or…
Escúchalo en el minuto 5:18
Canales de adquisiciónEl contenido genera audiencia que luego se convierte en clientes, socios de inversión o referrals — pero la conversión puede tardar 12 a 18 meses.
and so um it's very indirect it's like the content gets the people and then the people either instantly or you know maybe a year later will say hey you know we're thinking about this and and you know saw that you is basically that before before people are even looking for an investment in their company they've you know 12 to 18 months prior to the to the they even think they're gonna go out and raise they've just been consuming um things that i've written or maybe things that i've spoken about or a youtube video or this podcast and then when they think okay now it's time for us to raise then…
Escúchalo en el minuto 31:08
Las marcas que solo venden productos commodities sin propósito diferenciador (ej
Investigación de mercado y clienteLas marcas que solo venden productos commodities sin propósito diferenciador (ej. una llave de $50 o un destapador de $40) no sobrevivirán un entorno sin tracking de terceros porque no hay diferenciación que justifique el costo.
across this brand that sells like toilet plunger you know 40 toilet plunger or like screwdrivers and pliers for 50 bucks each and we're just like it's never gonna win you know because like you you can't convince the average person to go spend fifty dollars on pliers or forty dollars on a toilet plunger and um and those are the ones that are not going to be able to survive something like this ios 14 you know cookiepocalypse but the ones on the other hand that really do serve a function and they have great product and they have a foundation they're going to be totally okay
Escúchalo en el minuto 21:07
Investigación de mercado y clienteWhoop, Eight Sleep y Judy son modelos de categoría-creadora: combinan buen producto, experiencia y datos cuantitativos para ayudar al usuario a mejorar.
the community is probably one is probably whoop and the second one is eight sleep you know they're kind of pioneering this um this category of health tech or or like personal care tech you could say um really focusing on combining like good product and good experience with this side of science and data and quantitative understandings to basically help you become a better person i think that's one category that's that's really exciting in a new category you know what i mean in a category that we've all had but it's just sort of emerging as well i think that's a big part of that formula right…
Escúchalo en el minuto 35:19
La primera ola del DTC (DTC 1.0) se basó en la comodidad de comprar online y los
Canales de adquisiciónLa primera ola del DTC (DTC 1.0) se basó en la comodidad de comprar online y los bajos costos de publicidad, lo que permitió que marcas como Native, Gymshark y Hint crecieran sin necesidad de una plataforma de comercio electrónico sofisticada.
thinking back to like native deodorant movement gym shark those types of days um you could do pretty well and even like at hint i would say you know our commerce platform was pretty terrible but we sold a good product and it was online so the real benefit was like it gets delivered to your dorms all about convenience at first and on the flip side you know on more the the um on the brand side there it was all about you know how can you get eyeballs because this concept of like buying from brands wasn't necessarily super new but it was fairly new to most people and fairly novel to have like…
Escúchalo en el minuto 2:46
El próximo billon-dollar brand ecosystem no vendrá de las grandes CPG sino de em
Investigación de mercado y clienteEl próximo billon-dollar brand ecosystem no vendrá de las grandes CPG sino de empresas de software que habilitan comercio: Yappo, Pixlee, Smart, Settle, Wayflyer, Ocendo y Motion están creando redes de marca y cliente que generan adquisición incremental a través de infraestructura.
yeah i mean um there's definitely a handful i mean companies like you know yappo and pixley have definitely proven it already but then i think there's a handful of companies on the rise right now whether it's um you know co-op commerce or settle or wayflyer or ocendo or you know motion like there's a lot of apps out there and a lot of software that's not necessarily just like shopify specific software either totally but very much commerce uh commerce specific in the sense that they you know like co-op commerce for example has created basically an entire network of brands and customers that…
Escúchalo en el minuto 22:41
La ola DTC 2.0 consistió en marcas que copiaron el modelo de poner una etiqueta
Canales de adquisiciónLa ola DTC 2.0 consistió en marcas que copiaron el modelo de poner una etiqueta y vender sin innovar en marketing, lo que导致了成本上升和用户体验下降，导致大量品牌消亡。
sell it but they didn't really innovate anything on the marketing side so everything they did marketing wise was still focused on the same way they were doing it in 1.0 which led to you know everybody just complaining about the cost of advertising and you know like really lame advertising you know really bad user experiences um just not polished enough and and that has had its own wave of companies that died out there and then i think 3.0 which is maybe where i'd say where we're at now is like very much focused on uh function and relevance so like does this brand even have a purpose to exist…
Escúchalo en el minuto 3:57
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