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Ep 26: Stand Out, Scale Up, and Save the Bees with Microbe Formulas' Dave Huffman
14 ideas de marketing sacadas de «Ep 26: Stand Out, Scale Up, and Save the Bees with Microbe Formulas' Dave Huffman», de DTC Podcast. Sobre todo de…
- 14 ideas despiezadas
- Fuente DTC Podcast
- Dura 49 min
- Publicada en 2020
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Fórmula estratégica: CV × AOV × Frecuencia = Revenue
Medición y experimentosDave Huffman usa Revenue = Clientes Nuevos × Ticket Promedio × Frecuencia de Compra como prismas trimestrales para alinear a todo el equipo: performance marketing owns adquisición, CRO owns ticket, email owns frecuencia. Cada acción del equipo se filtra por uno de esos tres ejes.
it's cv times aov times frequency and it's basically acquisition times average order value times buyer frequency equals revenue and when i say i use that to drive the team is because things are happening so in this podcast quarter i set benchmarks for cv so it's acquisition aov and frequency and then we have an ultimate goal which is revenue and we just use those levers to impact the revenue and it the beauty of it is when you look a little bit we back off acquisition and we focus more on frequency that's that's basically how it works and so like all of your your team's actions could be…
Escúchalo en el minuto 25:21
Diferénciate, no te compares: hablar de diferenciación abre diálogo; hablar de superioridad genera rechazo
Marca y posicionamiento"Si me pongo a decir lo bueno que soy, me van a pensar que soy un creído. Pero en el momento en que empiezo a hablar de cómo soy diferente, la gente quiere saber más." Dave Huffman aplica esto a toda la comunicación de marca: no presumir sino diferenciarse.
called play baker you may you may have read it it's it's um but it's really just about communicating how you're different and not better right because when you talk if i sat here all on this podcast talking about how much better i am you guys would instantly think i was a douche correct but the moment i start talking about how i'm different then it's like oh really tell me a little bit about that so just kind of opens the door a little bit and i guess the key is you really have to have some differentiation there and that's that's where all the work comes in it's really figuring out how to…
Escúchalo en el minuto 9:48
Estrategia y decisiones de negocioDave Huffman itera con velocidad: primera versión de un contenido o landing page en 72 horas, observa los KPIs, y si funciona lo deja corriendo y escala. "Mucho de lo primero termina ganando" — la versión fea muchas veces convierte mejor que la bonita.
ready fire aim right i've worked in in multiple different uh you know content operations and i i you know the bat the one that didn't go as well was the one where we really just tried to outline all the kinds of content we would you know really come up with a high level strategic plan for all the content but then executing on it was sort of lacking whereas the ones that that i've always had the most success with you put the content connect content out you refine it over time and build a plan kind of around that you know yeah no i do i had a creative director reach out to me he's like are we…
Escúchalo en el minuto 23:25
Retención y relación con el clienteMicrobe Formulas invita a todo comprador a su grupo de Facebook. La comunidad crowdsourcea el soporte postventa (los clientes responden entre sí sobre efectos de la detox) y funciona como plataforma de lanzamiento: un soft-launch por webinar interno generó $100K en una hora.
comes in post-purchase flow people can request to be part of the group um we have a community manager that works on growing that but as people take these products sometimes they get worse at first because their body just starts to open up and drain that's you that's phase one of the whole protocol and uh you know if without that group they would be calling customer care which they do we've got a great customer care team really not knowledgeable they're always on the phones but this group they sort of sort of crowd source that information and um so so it's great for retention but it's also…
Escúchalo en el minuto 30:06
Las promos sitio-wide erosionan el AOV y generan dependencia: no son sostenible a largo plazo
Oferta y precioDave Huffman advierte explícitamente que usar promos 25% off una o dos veces al mes no es sostenible: genera hábito de descuento en el cliente, desploma el AOV (de $185 a $45-98 en días de promo) y "no quiere ser una máquina de promos". Lo hace por momentum pero busca salir.
why do you not want to do it long you don't want to be totally reliant on the on ongoing discounts yeah i don't want to be a promo machine i mean i think people expect it in e-commerce they expect a deal and look when we give when you give people a reason to buy they buy more i mean they our aov goes 90 margins and some some products i mean it's almost like info product margins so we've had quarter million dollar days just running site-wide promos then we go and look and we look at those first-time buyers that we as we focus on 8 000 new customers last month well when we did that our aov went…
Escúchalo en el minuto 17:50
Free-plus-shipping como funnel de activación: convierte 3.000-5.000 compradores/mes a $45-75 de ticket
ConversiónEl funnel principal de Microbe Formulas es free-plus-shipping (oferta directa de producto a precio de envío): trae 3.000-5.000 nuevos compradores mensuales a ticket bajo ($45-75) con márgenes todavía buenos en suplementos. Es la puerta de entrada al modelo de harvest posterior.
so we've we acquire about three to five thousand new customers a month we'll bring them in through like a you know direct response offer like something that i've i've never been a fan of but it's working like gangbusters free plus shipping funnel is one of them david's completely killing that so we'll bring in three to five thousand first-time buyers at like a 45 or 75 aov product that we're testing free plus shipping on and then trying to
Escúchalo en el minuto 17:02
Marca-tercero: sitio informativo no afiliado a la marca para reducir CPM y tocar audiencias frías
Canales de adquisiciónMicrobe Formulas crea sitios de contenido editorial (advertoriales) que no parecen marca, donde pueden ser más directos con el mensaje. Cuando saturan Facebook con ads propios, migran tráfico a estos sitios para obtener CPM más bajos y alcanzar personas frías que aún no conocen la categoría.
trusted third party that's not attached to the brand um sort of like an advertorial third party informational site um where you know people can go and find information about the category itself obviously we uh genuinely will um talk about the benefits of our client uh in a more positive light than some of the other products out on the market and it allows us to to be a little bit more aggressive with messaging and a little bit more direct with how we want to to talk about the product another added benefit of that is that once once you sort of reach uh saturation with your facebook advertising…
Escúchalo en el minuto 11:16
Colby Assessment para equilibrar equipos rápidamente: 4 pilares (Fact Finder, Follow Through, Quick Start, Implementer) guían hiring
Estrategia y decisiones de negocioEl culture chief de Microbe Formulas usa Colby Assessment (mide fortalezas conativas, cómo cada persona toma acción) en cada entrevista. Esto permite equilibrar el equipo en hiring masivo: si el equipo tiene 4 Quick Start, buscan un Fact Finder para cubrir los puntos ciegos.
our culture chief went all in on what's called a colby colby assessment have you heard of this no so have you referred the disc and myers-briggs yep okay so those measure personality colby the colby measures your conative strengths or how you take action so he's our our culture chief went all in on this and what's amazing about is everybody that comes through for an interview they get a colby and so we see immediately based off of like four pillars fact finder follow through quick start implementer so as we're building teams quickly we can we can easily balance them out by knowing like well…
Escúchalo en el minuto 40:45
Split Facebook: 60% prospección / 30% mid-funnel / 10% retargeting, con foco en cold prospecting
Canales de adquisiciónDave Huffman prescribe 60% del presupuesto de Facebook Ads a prospección en audiencias frías, 30% a contenido mid-funnel y 10% a retargeting. En la práctica, por falta de tiempo en la cuenta, terminan con más prospección fría que el óptimo.
i sort of prescribed to 60 prospecting uh 30 or 20 sort of mid funnel um and then i break down the last like bottom and then existing so between the last percentage but to be honest with you like at this point the team has scaled so quickly i probably spend an hour and a half a week inside that account and it's it's sort of on autopilot at this point i mean it's it's something that is probably um i hate to admit but it's something that i haven't got to spend near enough time that i want to so we end up with a lot of prospecting campaigns right now because it's just easy to grab an image from…
Escúchalo en el minuto 21:21
Registration path en sitios de salud (Healthline, Everyday Health) con quiz como lead magnet
Canales de adquisiciónSu director de performance marketing generó $0 a $2M con registration path traffic: colocar un quiz en medios de salud (Healthline, Everyday Health) donde el usuario introduce su email para ver resultados. El quiz lleva al free-plus-shipping y luego a upsells.
path traffic that we run that i don't hear a lot of people talking about it's kind of like our secret weapon we're still testing that to scale that up but it's mostly been cold now but our director of performance marketing like he literally might roundhouse me for bringing this up because it's like that was his thing like he took a um what was it a free trial offer from like zero to two million and like almost overnight with registration traffic and i hadn't heard of it when we started working together i was like what is this it sounds so magical um but it's really um you know getting into…
Escúchalo en el minuto 20:04
Quitar los obstáculos en vez de dirigir: gestión como pirámide invertida
Estrategia y decisiones de negocioUn mentor le enseñó a Dave Huffman la pirámide invertida: el líder está abajo sosteniendo a todos. "Every single time he had a conversation with any employee in the company he would say: I am here to support you." Dave aplica lo mismo: salir removiendo obstáculos, no imponiendo dirección.
your job is to remove roadblocks as well like when you used to is to hire a visionary team first of all and i feel like that's something a pilot house we've done a really good job of like just during just as quarantine has been opening up here we've been getting together more we've hi we've doubled now i think since yep and you know what happens though as you're doing that your ego can try to get in the way and i don't know a little bit i had a uh i had a boss once in the gaming industry who it was at big point his name is heiko hubert he's a serial entrepreneur very very successful awesome…
Escúchalo en el minuto 36:58
AOV base $170 → $230 con promo 25% off, primera compra $45-75, segunda $130, tercera $187
Medición y experimentosMicrobe Formulas: AOV normal ~$170, con site-wide promo 25% off sube a $230. El funnel free-plus-shipping trae primera compra entre $45-75. En 30 días la segunda compra sube a $130 y la tercera a $187.
so we've we acquire about three to five thousand new customers a month we'll bring them in through like a you know direct response offer like something that i've i've never been a fan of but it's working like gangbusters free plus shipping funnel is one of them david's completely killing that so we'll bring in three to five thousand first-time buyers at like a 45 or 75 aov and then we'll run a site-wide promo 25 off like one or two times a month and reconvert those guys and the second and third time buyers like within 30 days the second time they buy they'll spend 130 the third time they buy…
Escúchalo en el minuto 17:02
SEO: $50K/mes invertido hasta actualización de Google que cortó tráfico a la mitad
Oferta y precioAntes de que llegara Dave Huffman, Microbe Formulas gastaba $50K/mes en SEO siguiendo el modelo de Dr. Axe. Una actualización del algoritmo de Google los golpeó muy fuerte y redujo el tráfico aproximadamente a la mitad.
josh axe's dr axes model where they like went all in on seo so at one point we're spending like 50 grand a month on seo wow and it it was i mean it really had a big impact until google's latest core uh core update and it cut just cut us in half so we're going to pivot that because i mean if you look just back in 2018 dr axe almost got like everything but blacklisted from the search and google doesn't like the health industry so it was it actually this last time it was the third i think most negatively impacted so we're pulling all that back and it's all going into facebook ads
Escúchalo en el minuto 20:16
Crecimiento: $675K (año 1) → $5M (año 3) → $32M ARR proyectado (año 4); 3.000-5.000 nuevos clientes/mes
Medición y experimentosMicrobe Formulas pasó de $675K el primer año a $5M el tercer año (crecimiento ~107% anual), y se proyecta en $32M ARR entrando al cuarto año. Adquiere 3.000-5.000 nuevos clientes al mes con el funnel free-plus-shipping.
i mean they went from like in year one 675 000 year to 5 million year 3 um 13 so actually we're coming into like rounding out year four we're on pace for 32 right now um so really young and the first three years so we've we acquire about three to five thousand new customers a month we'll bring them in through like a you five thousand first-time buyers
Escúchalo en el minuto 5:15
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