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Ep 13: Ditch Discounts & Scale Your Store with IG Influencer Product Launches with John Hagan
29 ideas de marketing sacadas de «Ep 13: Ditch Discounts & Scale Your Store with IG Influencer Product Launches with John Hagan», de DTC Podcast. Sobre…
- 29 ideas despiezadas
- Fuente DTC Podcast
- Dura 53 min
- Publicada en 2020
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El Facebook Ads Manager no es un modelo de atribución: es solo una herramienta de optimización, y usarlo como atribución genera decisiones falsas
Medición y experimentosEl Facebook Ads Manager no es un modelo de atribución: es solo una herramienta de optimización, y usarlo como atribución genera decisiones falsas. John Hagan relata que el quiebre más grande en su pensamiento vino cuando un empleado de Facebook Marketing Science le dijo directamente: 'El Facebook Ads Manager no está diseñado para ser un modelo de atribución; es solo para optimización.' La diferencia es crítica…
marketing science employee tell me the Facebook Ads manager is not intended to be an attribution model it is only intended for optimization and if he uses it if you use it as an attribution model you're gonna be living in a fairy tale and that just blew my damn mind I was like what are you talking about like it was just like The Wizard of Oz you know and I was but you know I think that yeah the important thing to understand we're
Escúchalo en el minuto 51:25
Canales de adquisiciónLos dark posts —usar la cuenta de negocio del influencer para impulsar contenido pagado— combinan la credibilidad del influencer con el control de frecuencia del paid social.
idea of this dark bus and we're actually Rob Gronkowski and so like my to just marvel at the idea it's so negatives of influence or marketing and marries them together and sends it to but just so dark post is essentially provide access to your paid social sites influencers name I'm sure that everybody amazing to me how long it's taken for adapt to that coach but it's frequency of how many times people are for a post and you're paying I mean
Escúchalo en el minuto 26:16
Mensaje y copywritingLa estructura de lanzamiento tipo 'volcán' —5 días de anticipación con teasers, landing page de email capture y dark posts— pre-confirma ventas antes del día del lanzamiento.
about five days before we launched a teaser in phase where we have a that's collecting email signups and and organic influencers Organa we have data collected anywhere that we we're launching something coming up here back up we're also doing dark posts with dark posts using influencers - Mary so we're so we're also leveraging that actually more time is probably spent considered the actual launch because pre confirmed sales through email and of our spend on the launch because we've
Escúchalo en el minuto 10:48
El 70% de los compradores no completan el checkout si la tienda no está en su id
ConversiónEl 70% de los compradores no completan el checkout si la tienda no está en su idioma nativo, por lo que la localización de la tienda es una inversión con retorno directo.
language and the metric that we kind of seventy percent of customers won't check stores language at the checkout is not best to localize as much as possible and complex
Escúchalo en el minuto 17:26
Medición y experimentosAcorta la ventana de atribución en Facebook para reducir la distorsión por efectos de retargeting cruzado. John Hagan explica que cuando lanzan un producto nuevo, toda su audiencia ve el anuncio. Con una ventana de atribución de 28 días, da igual qué canal o touchpoint llevó la conversión: todos se atribuyen el mérito. Por eso recomienda bajar la ventana de atribución lo máximo posible. Él usa 1-day click en…
tell your team to do I think that the best thing that we've done so far is drop that attribution window down and limit the amount of possibility for error there because if you have especially when you consider the way that we were launching stuff you know we are launching with a one-day view and we're launching products and we were essentially our facebook launch strategy was we want everybody in our funnel to see the set well guess what when everybody in your funnel sees that ad it doesn't matter what drove them the purchase it matters that the attribution model is 28 they click one day so…
Escúchalo en el minuto 47:29
Marca y posicionamientoEn joyería DTC, la combinación de contenido de calidad superior y marketing de influencers es lo que realmente vende, no el precio ni el producto en sí.
that bar none we have some of the best influence and work and those two things you know I mean every jewelry is such a many companies in the US are e-commerce right so in order to stand out things that I thought were the right
Escúchalo en el minuto 5:29
Paga a influencers con spend-share o tarifa fija en vez de porcentaje de ventas para eliminar disputas de atribución
Canales de adquisiciónPaga a influencers con spend-share o tarifa fija en vez de porcentaje de ventas para eliminar disputas de atribución. John Hagan cuenta que antes pagaban a influencers con porcentaje de las ventas atribuidas, pero al descubrir que su modelo de atribución era deficiente, estaban pagando comisiones por ventas en las que el influencer no tuvo ningún mérito real. Por eso migraron a dos modelos: (1) spend share —…
so originally we've shifted away from like a percentage of anything so we used to be doing a lot of like percentages like we would do a red shift with it with the launch with an influencer right but then we realize that our attribution sucks so we're paying them for stuff that they didn't have any part in right so we've shifted towards either doing just a strictly a spend share because that's on us right if we're deciding to spend then they should be compensated for you know the amount of times that we're using their content that sort of thing so either that or just a straight what this is…
Escúchalo en el minuto 48:39
Usa formato de 3 stories de 15 segundos seguidos en lugar de un video único para que el espectador no pueda saltarse el anuncio
Canales de adquisiciónUsa formato de 3 stories de 15 segundos seguidos en lugar de un video único para que el espectador no pueda saltarse el anuncio. John Hagan explica que en lugar de entregar un solo video de 15 segundos para stories de influencer, su equipo siempre prepara tres videos de 15 segundos seguidos. Cuando el espectador llega al segundo story, ya no puede saltarlo con un swipe. Eso les da dos oportunidades adicionales para…
but also what I do is I always have three 15-second videos in story format so that instead of this being a 15-second video that someone's seeing and then just you know a lot of times people immediately when they know it's an advertisement they just skip right past it they can't do that right it gives me two more texts and that two more attacks can be enough time for them to be like oh wait this is an ad but I know this influencer or I've seen this person before I've seen this product before so just harnessing that it sounds small but that you know amount of navigation through their stories…
Escúchalo en el minuto 31:13
Investigación de mercado y clienteLas marcas DTC de joyería pueden escalar de siete a ocho cifras sin recurrir a descuentos agresivos si generan suficiente expectativa en torno a sus lanzamientos de producto.
lucky to have John Hagan John is someone was involved with earlier in my career I volume growth discounts as a part of our approach at zero discounts our emails at that's created around these product having to rely on discounts to push our
Escúchalo en el minuto 0:31
Investigación de mercado y clienteLas marcas DTC de joyería pueden escalar de siete a ocho cifras sin recurrir a descuentos agresivos si generan suficiente expectativa en torno a sus lanzamientos de producto.
lucky to have John Hagan John is someone was involved with earlier in my career I volume growth discounts as a part of our approach at zero discounts our emails at that's created around these product having to rely on discounts to push our
Escúchalo en el minuto 0:31
No necesitas atribución perfecta para ser rentable: la mayoría de las marcas exitosas operan con modelos imperfectos
Medición y experimentosNo necesitas atribución perfecta para ser rentable: la mayoría de las marcas exitosas operan con modelos imperfectos. John Hagan comparte que después de años de buscar el modelo de atribución ideal, su conclusión práctica es: 'Tenemos un problema de atribución pero somos rentables.' El breakthrough fue dejar de buscar la verdad absoluta en las métricas y aceptar que con un modelo suficientemente bueno pueden…
having was like we do have a problem but we're profitable yeah so like we do have a problem but like we don't need to go and flip the script and change juice to do crazy because we are we understand our profit margins at the end of the year good so like let's understand that let's beat let's let's just relax right you know cool nice all right well now we have to end it with a new tradition this John will be the
Escúchalo en el minuto 52:22
Para evitar que los lanzamientos repetitivos se vuelven repetitivos, las marcas
Investigación de mercado y clientePara evitar que los lanzamientos repetitivos se vuelven repetitivos, las marcas deben mantener múltiples customer avatars y expandir a nuevos influencers que alcancen a cada segmento.
looking at our kind of customer avatar avatar but saying like okay what's our three okay and what influencers are they to kind of expand into different that's super cool you mentioned kind of looked at your ads library is it like like we do around sixty influence of like after a while of dipping into the launches sometimes I think you can sound
Escúchalo en el minuto 15:38
El 90% de los usuarios de Facebook no hace clic en anuncios, invalidando cualquier modelo de atribución basado en clics
Medición y experimentosEl 90% de los usuarios de Facebook no hace clic en anuncios, invalidando cualquier modelo de atribución basado en clics. John Hagan señala que el 90% de los clientes en Facebook no hacen clic en los anuncios. Un modelo de atribución basado en clics ignora completamente a ese 90% y por tanto no puede reflejar qué touchpoints influyeron en su decisión de compra. Esto aplica también a TikTok y Snapchat. La implicación…
fact that ninety percent of customers on Facebook don't click ads well okay what the hell does that mean for a click based attribution model right where's it where's the truth in it so attribution models also only look at a maximum of 15
Escúchalo en el minuto 46:02
Canales de adquisiciónPara prospecting efectivo con dark posts hacia audiencias frías, se debe revisar manualmente el Instagram del influencer para identificar interests relevantes y replicarlos en el targeting de Meta.
interesting targeting perspective is I times I have well all of the time I have they're German women influencers that I so I'm from an interest targeting their Instagram account and seeing what about right are they always at the peak they a blog or what are they writing sure that that interest targeting is influencers audience is used to and and likelihood that maybe they've seen them interacted with a post before and just better chance that they're more likely
Escúchalo en el minuto 29:29
Destinar un tercio del presupuesto de Facebook antes del lanzamiento —y no despu
Canales de adquisiciónDestinar un tercio del presupuesto de Facebook antes del lanzamiento —y no después— reduce el gasto total del lanzamiento porque los leads ya están captados.
portions of the budget we spend about a before the product before any other significantly well we're also so let me of our spend on the launch because we've and it's no longer trying to convince product because of XY and Z it's just
Escúchalo en el minuto 11:22
Mercados europeos como Alemania tienen 84 millones de habitantes con mayor poder
Investigación de mercado y clienteMercados europeos como Alemania tienen 84 millones de habitantes con mayor poder adquisitivo per cápita que Estados Unidos y están aproximadamente dos años detrás en marketing digital, lo que permite aplicar tácticas ya probadas en EE.UU.
there and there's not a lot of people North America exactly and I mean you you little bit smaller but there's 84 so there's 85 million customers and also population so there's a ton of consumer there and also I would say and I would they're about two years behind where we so when I was 8 when I came from agency epicenter of digital marketing to make you felt like I was really able to revenue and all these things because we a great example where they know what the
Escúchalo en el minuto 19:04
Canales de adquisiciónLos dark posts mejoran los resultados del paid social en un 30% promedio cuando se combinan con contenido de influencers, al transferir autoridad orgánica al anuncio.
funnel its we see that about 30 percent paid social results by about 30 percent were launching these when we
Escúchalo en el minuto 27:44
Estrategia y decisiones de negocioAsigna un launch manager dedicado a cada producto para estructurar el caos de colaboraciones multi-stakeholder. John Hagan describe cómo pasaron de un proceso caótico donde todos preguntaban quién estaba a cargo a tener un launch manager dedicado por producto, que coordina deal, AirTable y todo el proceso. El programa Scale Up de Vern Harnish les ayudó a implementar daily huddles y weekly meetings con roles claros…
launching and how can you go we have a we have a launch manager who's in charge of creating a deal she to being in charge of creating an air table and and so it's just it's come with practice and fine-tuning so it's so nice that moment where you realize like startups very much it's it's like people are in the trenches swinging picks trying to find gold right especially in the media buying game and when you like as a manager or as an owner and you find that that like oh we have something to build a process around now and then like let's expand on it like that's such a cool a cool feeling when…
Escúchalo en el minuto 34:58
La escasez real (stock limitado, fecha de disponibilidad única) es un elemento c
Mensaje y copywritingLa escasez real (stock limitado, fecha de disponibilidad única) es un elemento central del marketing de lanzamiento y se debe usar en al menos el 15% de los lanzamientos.
dokdo and dark poster scare someone so we have you know we have so many say about 15% of time we leverage we use a you know that is a main elements of a example advent calendars which is product launch of 2019 and we had only a was also presale so I lied we do we do presale and we only had a certain number sold out in four hours and it was the
Escúchalo en el minuto 22:15
Fijar un día y hora de lanzamiento semanal —Purelei lanza cada domingo a las 10:
Mensaje y copywritingFijar un día y hora de lanzamiento semanal —Purelei lanza cada domingo a las 10:00— condiciona al follower y maximiza la participación por la anticipación.
results are just the results have sitting there we launch at the same time a.m. everybody that follows us knows kind of like this conditioning around people that follow our brand that like attention o pay attention sign up and my go ahead on that Lake are you are you
Escúchalo en el minuto 12:15
Volumen de launches con influencers: 40 por semana en temporada baja, hasta 600 en Q4 / Black Friday para un cliente
Canales de adquisiciónVolumen de launches con influencers: 40 por semana en temporada baja, hasta 600 en Q4 / Black Friday para un cliente. John Hagan comparte cifras concretas de volumen: su equipo maneja aproximadamente 40 influencer launches por semana en temporada baja, y en Black Friday / Q4 alcanzan alrededor de 600 launches para el cliente principal. Esto da una idea del orden de magnitud operativo necesario para ejecutar…
saying a week like influence or collaborations yeah they're amazing our team I can't our team is just so insane doesn't I think we'll do about on a slow week we'll do 40 and on a on a busy week I mean all over black over Black Friday I think we're gonna do something like q4 November I think we're gonna do something like 600 like I'm thinking of the client we do this the most with and we're stoked if we get like 10 done in a month I think when we see the effects that happened with as you know involving them as much as possible it's really just where we put the North Star and it's we try to…
Escúchalo en el minuto 40:25
Usa lookalike audiences basadas en personas que interactuaron con contenido de influencers para mayor precisión de targeting
Investigación de mercado y clienteUsa lookalike audiences basadas en personas que interactuaron con contenido de influencers para mayor precisión de targeting. John Hagan explica que para cada campaña con influencers construyen lookalike audiences basadas en personas que interactuaron con el contenido del influencer, no solo en compradores. Esto aumenta la probabilidad de alcanzar personas con mayor predisposición al mensaje porque ya demostraron…
how to run in with that influencer additionally I'm sure you guys might be doing this already but I'm always creating look-alikes based off of their engages that's kind of you know that's also increasing the likelihood that at least the person the type of person who is going to see the ad is more likely to be susceptible to the message that I'm conveying to them the resignation of email it's going to resonate with them and that they're gonna intern you know it's gonna it's gonna have a lot of sense what about what about the creative side do you guys guide that do you give them a prescription…
Escúchalo en el minuto 30:10
El modelo de 'mystery box' funciona excepcionalmente bien para consumidoras muje
Mensaje y copywritingEl modelo de 'mystery box' funciona excepcionalmente bien para consumidoras mujeres en joyería: aceptan un nivel de incertidumbre parcial (saben que recibirán plata, pero no el diseño exacto) y eso activa la compra.
it's a lot of McCallum so we've learned about female consumers in if there's if scarcity is a part of the love to be kind of surprised like not no idea what they're getting but like silver watch that's it and he's like so a huge play for us mystery we have a actually have an implement in the yep product upsell and check out so more
Escúchalo en el minuto 23:23
Los lanzamientos DTC de joyería pueden funcionar con 60% de tráfico frío y 40% d
Canales de adquisiciónLos lanzamientos DTC de joyería pueden funcionar con 60% de tráfico frío y 40% de retargeting sin depender de descuentos, lo que demuestra que la mezcla fría/caliente no requiere precios bajos.
launches are about 60% to cold traffic obvious they're about 60% to cold have a solid ratio of new customers to to grow it's continuing to generate launch so that additionally it's having these detrimental short-term
Escúchalo en el minuto 13:37
Canales de adquisiciónConstruye equipos dedicados a generar dark posts en volumen para multiplicar los activos de una campaña con influencers. Dado que la cadena de comunicación de una colaboración con influencer (marca → agencia → influencer → vuelta) es larga y propensa a errores, John Hagan recomienda tener un equipo interno enfocado exclusivamente en generar dark posts y contenido en volumen. Cuanto más contenido se consiga por…
so many of these we have a team that that's that's really we have a team that's specifically geared towards dark posts just generating and getting content those kind of things so we have obviously one of the most difficult things about these collaborations is that there's a lot of parties involved right so you're going from brand to agency to influence their back to eight back to our back to agency back to brand and then it's just this communication channel that's ridiculously long so streamlining that is really important but also what I do is I always have can split test and that sort of…
Escúchalo en el minuto 30:45
La cultura de empresa es el factor más determinante a la hora de decidir si inco
Marca y posicionamientoLa cultura de empresa es el factor más determinante a la hora de decidir si incorporarse a un equipo DTC, por encima incluso de las métricas del producto.
caught me immediately and people say a very fun vibe it's a very fun company everybody's very high achieving and things that was one large consideration that bar none we have some of the best influence and work and those two things you know I mean every jewelry is such a many companies in the US are e-commerce
Escúchalo en el minuto 5:10
Usa modelos econométricos que incorporen ~200 variables incluyendo factores offline para obtener una imagen real del impacto de marketing
Medición y experimentosUsa modelos econométricos que incorporen ~200 variables incluyendo factores offline para obtener una imagen real del impacto de marketing. John Hagan explica que los modelos de atribución convencionales solo consideran hasta 15 variables y solo datos digitales, lo que los hace inherentemente miopes. Un modelo econométrico puede incluir hasta ~200 variables y capturar factores como el clima, elecciones políticas…
industry so yes so attribution models are great but attribution models have the their myopic and they assume that all digital all digital sales are being driven by digital efforts which is not true right we have especially and I think that this is amplified when you're talking about a European country because word of mouth and the effects of directs and all those things are going to be a lot stronger because there's a there's a lot stronger of a community there so an attribution model is is good for some things it also it only will take click data into consideration so you're looking at the…
Escúchalo en el minuto 45:14
Canales de adquisiciónTikTok es viable para contenido orgánico y viral, pero aún no funciona para direct response por su naturaleza de plataforma de consumo pasivo. John Hagan analiza TikTok como plataforma publicitaria: lo usa para contenido orgánico con foco en viralidad, pero concluye que paid social en TikTok no funciona bien todavía porque la plataforma no está diseñada para que el usuario salga a comprar. A diferencia de Google…
anything we look at tick tock is a big question mark right now we use it we have sort of decided to until we've tested it from a paid social standpoint and I think that one of the things that tick tock is lacking right now that they need to figure out how to do is to make it less of like a native feeling that are in a platform so you have like Google which is so intent driven right you go on Google to get off people and then you have Facebook which has done an excellent job of marrying the two and I think that's why as a social media platform monetizing has been no problem for them but then…
Escúchalo en el minuto 38:44
Un ratio de repeat customer rate del 60% en una marca DTC de joyería es el resul
Retención y relación con el clienteUn ratio de repeat customer rate del 60% en una marca DTC de joyería es el resultado directo de la acumulación de期待 (anticipación) semanal mediante lanzamientos recurrentes.
yeah we have we actually have a repeat repeat customer rates it's around 60% and that's part of that Rolling Thunder happening every week and and people you wanting to be a part of these launches
Escúchalo en el minuto 13:10
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