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Ep 321: Reevaluating Your Offer to Find Your Audience with Tier 11’s Angela Ponsford
18 ideas de marketing sacadas de «Ep 321: Reevaluating Your Offer to Find Your Audience with Tier 11’s Angela Ponsford», de Perpetual Traffic. Sobre todo…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 37 min
- Publicada en 2023
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Medición y experimentosCapturar los parámetros UTM de los anuncios en el momento del registro del formulario y guardarlos en el CRM permite medir qué campañas cierran ventas reales y enviar esos eventos de valor a Facebook o Google mediante APIs de conversiones offline.
just one layer of complexity, make sure you're using UTM parameters, UTM parameters, when you're you'll notice as much as a little gobbledygook in the URL, that gobbledygook is, is data that you can use. That's Facebook saying, Hey, here's the campaign that they came from. Here's the ad that they saw, et cetera. So when somebody fills out a form on your website, you can take their information and all the information in that URL and attach it, um, to one contact record. And now, you know, Oh, Hey, that Facebook campaign that previously I wasn't able to see into like, that's actually working…
Escúchalo en el minuto 10:55
Canales de adquisiciónEn la publicidad digital moderna (como Facebook Ads), la segmentación ya no debe depender de micro-configuraciones de intereses manuales, sino del propio contenido creativo y copywriting. El anuncio debe estar diseñado para atraer específicamente al cliente ideal y repeler a los prospectos no cualificados, de modo que la interacción con el anuncio actúe como filtro de calificación intrínseco.
the right audience, but it's, it's actually the shift is that your ads, your copy and your creative should be selecting the audience, not the you selecting the audience so that you're do the work on the copy and the creative side. And that is what is driving the audience that are going And what you said that I loved was the, the creative finds the audience. Used to be that we would find the audience and then put creative in front of them. Now our creative is going to find the audience for us. Yes. Your, your creative should intrinsically qualify your prospect. If they engage with your…
Escúchalo en el minuto 27:21
El anuncio encuentra a la audiencia: el copy y el creativo hacen la segmentación
Mensaje y copywritingAl trabajar con audiencias amplias en plataformas publicitarias, el copy y las piezas creativas asumen la función de segmentar: son los ganchos y mensajes los que llaman la atención del avatar específico y filtran al público cualificado.
but now we're kind of in between there somewhere where we're still using large audiences, but it's now the ad copy and creative stuff from the creative lab, for example, at tier 11, that really is the thing that calls out that avatar, gets them interested, engages them at The ad finds the audience, not the audience finds the ad.
Escúchalo en el minuto 30:16
Diseña lead magnets enfocados en evitar el error inmediato del cliente
ConversiónPara concebir un lead magnet de alto valor y posicionarse como referente, identifica el error más común e inmediato que tu cliente está a punto de cometer al buscar una solución y ofrécele un recurso que lo prevenga.
if you're sitting there wondering like, gosh, I don't know what my lead magnet should be. Ask yourself, what mistake is your customer about to make? What's the most immediate mistake? Cause here's the thing. Everybody's shopping for everything is about to make a mistake. If you're, they're about to do wrong. There's your lead magnet, save them from themselves. And, uh, I think again, it's a good opportunity to give them significant value. And it's a really awesome opportunity to brand yourself. You're no longer just a service provider. Now you're a thought leader. You've elevated yourself…
Escúchalo en el minuto 16:07
Utilizar un 'lead magnet de transición' para tráfico que aún no está listo para agendar una llamada
ConversiónPara los visitantes que no están preparados para agendar una llamada de ventas directa, ofrecer un recurso breve y accionable (como un checklist o guía de pocas páginas) permite capturar sus datos de contacto y nutrirlos por email hacia el cierre.
but we have a transitional lead magnet on our homepage because we can't expect everybody Um, but anyway, if you don't want to book the call with him and fill out the short application, we realized that not everybody's ready to go out on a date. Like, you know, like it's like, book a call. So the point is the very bottom of our page, and this is taken right out to Don awesome. Uh, over at story brand is we have a transitional lead magnet, sort of the next step down, which is, you know, this guide about, um, Facebook and Instagram ad strategies. So, but they get then put into a sequence. We…
Escúchalo en el minuto 13:06
Priorización de First-Party Data ante el bloqueo y restricción de datos de terceros
Medición y experimentosLos negocios deben priorizar la captura y centralización de datos propios (first-party data) —desde identificadores de clic (FBCLID, GCLID) asociados a cookies de origen hasta datos de contacto— para no depender de plataformas y navegadores que restringen cada vez más los datos de terceros.
now? First party data is data that you own. It's your data that you have acquired and keep and house. And third party data is data that you rely on other people for other entities for. And for my small point, other organizations have been filling in the blanks for you. And what we're going to see what we saw with Facebook is only going to continue. Google is going to pull back data, Apple is going to pull back data, browsers are pulling back data, ad networks are pulling back data. But the data is, you actually have the ability to go up and grab that data, and then bring it down into your own…
Escúchalo en el minuto 5:43
Personalizar el lead magnet según la página y la etapa de navegación del usuario
ConversiónOfrecer un lead magnet específico para cada página clave del sitio web (por ejemplo, uno distinto en la página de precios frente a la de servicios) incrementa la conversión al alinearse directamente con la intención y momento de compra del visitante.
that value. Um, and the more specific you can make it on a per page basis, if you've got 20 pages, a 20 page website, it stands to reason you might have 20 lead magnets because the lead magnet you offer on your pricing page is going to be very different than the lead magnet you offer on your services page or your about us page, et cetera. So the more specific you can be to their journey,
Escúchalo en el minuto 10:18
Implementar un lead magnet de transición para capturar datos de primera fuente en un CRM
ConversiónEs indispensable activar un imán de prospectos de transición (transitional lead magnet) en el sitio web conectado a un CRM para construir una base de datos propia (first-party data) y reducir la vulnerabilidad ante cambios en plataformas externas de publicidad.
If anything, make sure that you get your transitional lead magnet going on your website. Like today, start capturing leads. it happens to be, get a CRM, start capturing your own first party data. And that's a good step in the right direction.
Escúchalo en el minuto 37:11
La pérdida de datos de terceros es universal y exige herramientas de datos de primera fuente
Medición y experimentosLas restricciones de privacidad y el bloqueo de datos no son exclusivos de Facebook o iOS, sino una tendencia que adoptarán todos los proveedores de tráfico e intermediarios de internet; depender de datos de primera fuente (first-party data) es un requisito estructural para medir y sobrevivir.
which is the reason why we use first party tools. Mic drop. And y'all, here's the thing is it's only going to get worse. And I'm not trying to be doom and gloom. I don't want to be chicken little. Google is changing, right? Like with flock and, you're going to see basically anybody who's a conduit to the internet is going to now somehow assume responsibility and inhibit the, distribution of data. They're going to have to, it's going to become like the societal prerequisite. So this isn't something that you can ignore. You can't say, Oh, I'm not, I don't, I don't rely on Facebook. I rely on…
Escúchalo en el minuto 30:39
Implementa lead magnets transicionales para captar first-party data de visitas no preparadas para comprar
ConversiónOfrecer un paso intermedio de bajo compromiso y utilidad práctica (como una guía o un calibrador de tallas en ecommerce) permite captar datos propios (first-party data) y habilitar el seguimiento analítico de usuarios que todavía no están listos para pagar por el producto principal.
lead magnet. And it's a good first step. And it's a transitional lead magnet. And that's how we capture our, you know, first party data. And we have a really big list and it's all because of that, because we've got to go a lot of traffic and not everybody's ready to take like the big step, visibility has now been lifted. So that one little piece of value, it's not just about getting them to convert from that lead magnet. Now you get to see what they do, um, for as long as that, that, or show shows back where capturing first party data, capturing, always having your lead magnet, always having…
Escúchalo en el minuto 15:06
Medición y experimentosNo se debe confiar exclusivamente en los datos de atribución reportados por Facebook Ads; es indispensable contrastar el gasto publicitario con una segunda fuente de verdad (como Google Analytics, software de atribución independiente o los datos de ventas de la propia plataforma de comercio/backend).
is how do we look at results? I think the iOS 14 debacle shenanigans has made it clear to all of us that Facebook should not be the only source of truth. Now, a lot of us already knew that, you know, actually look at results. But this has really brought that home that we can't rely on just on Facebook data and we have to look at something else. So we've actually been discussing that. that has been a bit of a challenge for us as a team to manage, but definitely using a second source of truth for how to look at the data has been absolutely essential for us. And I know for a lot of our…
Escúchalo en el minuto 3:28
Las restricciones de rastreo hacen que la fuerza de la oferta supere a los trucos de compra de medios
Oferta y precioDebido a las pérdidas de visibilidad y retargeting ocasionadas por cambios de privacidad (como iOS), los ajustes técnicos de paid media (estructuras ABO/CBO o microsegmentaciones) ya no compensan una oferta mediocre; la rentabilidad depende de tener una oferta genuinamente sólida y atractiva.
better businesses, the better offers, not the meh offer that maybe you could use like the, the Facebook ads and all the cool, you know, interest tracking and all the levels and all the retargeting It comes back to really having a super strong offer to begin with, right? Isn't that something forefront that if you don't have a good offer, it's not as easy anymore just to, uh, back something up on Facebook and use all the, the tactics, you know, ABO versus CBO or, or all these, the little tactics that we, as media buyers, we all love to do. They don't work as well anymore because of, you know…
Escúchalo en el minuto 18:26
El rendimiento publicitario depende de la experiencia post-clic y la oferta, no solo de la segmentación
ConversiónEn mercados competitivos no basta con tener una oferta aceptable ni se puede culpar a la segmentación de anuncios: el éxito exige optimizar toda la experiencia post-clic, incluyendo versiones móviles rápidas, arquitectura de conversión y mecanismos para elevar el valor medio del pedido (AOV) como la venta cruzada o multiproducto en la misma página.
Like we have some customers where, for example, they have never updated their store, even though they've got great offers to a mobile version and they haven't migrated over to an easier version be experiencing a hell of a lot more success now if they had a mobile site, like that's like a big thing, or maybe they should be able to have, uh, you know, multiple products on a singular page so they can actually increase their average order value. Like you can't just get by without that kind of stuff now. And those are pretty big levers. You can't just get by with an okay offer. if you've got a…
Escúchalo en el minuto 20:59
Implementación de CTAs transicionales para captar leads en la parte alta del embudo
ConversiónPara comenzar a capturar datos propios desde visitas tempranas, los sitios web deben incorporar llamadas a la acción transicionales (enfocadas en el tope del embudo) en lugar de depender únicamente de CTAs de conversión final o fondo de embudo como 'contactar' o 'agendar llamada'.
more tactile, I'll say that, like, if somebody visits your website, getting them to engage in any way to where you get like a name and an email, that's first party data. And that's the more obvious round Um, but the very first thing a business owner should do is make sure you have what I will call transitional called actions on your site. So everybody has the like call now for a free con, you know, kind of schedule now or contact us now. It's all bottom of the funnel, extreme, bottom of the funnel, go all the way to the tippity top, the tippity top of the sales funnel where you know, somebody…
Escúchalo en el minuto 7:03
Desconfianza ante métricas de captación aisladas o capturas descontextualizadas
Medición y experimentosLas métricas sobresalientes publicitadas en cursos o masterminds (como costos por lead extremadamente bajos) a menudo proceden de intervalos mínimos y atípicos de una campaña larga, ocultando la complejidad real y los costos sostenidos de la adquisición a escala.
in, in the marketing and agency space. Cause all you ever see is these people who are like, oh yeah, dollar a day traffic, hundreds of thousands of leads, lemmings lining up in your funnel, buying whatever it is you want to sell them one click upsell learn in 48 hours for 50 bucks. narrative over and over and over and over again. And part of me is like, there's a reason that billion dollar organizations spend hundreds of thousands, if not millions of dollars a year, you know, diving deep into this stuff, into the granularities. If it was as easy as, you know, it's just, you know, it's…
Escúchalo en el minuto 22:55
Marca y posicionamientoDurante periodos de caos y cambios estructurales en el sistema publicitario o de mercado, los líderes más establecidos sufren el mayor impacto, creando una oportunidad óptima para que competidores más ágiles avancen posiciones y ganen cuota de mercado.
Well, and where there's chaos, there's opportunity. But I mean, this is where you're going to unseat a lot of tenured, let's say, authorities. You know, if you're in a space and you weren't number one in that space, you now have the biggest chance to I don't I'm not going to tell you that you can seize the throne right out of the gate, but you can definitely move up a couple of rungs. Because the folks that are the biggest, those were the ones that were the most entrenched. They actually got hurt the hardest. So I think that, you know, if we can just stick it out, the opportunity is going to…
Escúchalo en el minuto 35:27
Marca y posicionamientoDurante periodos de caos y cambios estructurales en el sistema publicitario o de mercado, los líderes más establecidos sufren el mayor impacto, creando una oportunidad óptima para que competidores más ágiles avancen posiciones y ganen cuota de mercado.
Well, and where there's chaos, there's opportunity. But I mean, this is where you're going to unseat a lot of tenured, let's say, authorities. You know, if you're in a space and you weren't number one in that space, you now have the biggest chance to I don't I'm not going to tell you that you can seize the throne right out of the gate, but you can definitely move up a couple of rungs. Because the folks that are the biggest, those were the ones that were the most entrenched. They actually got hurt the hardest. So I think that, you know, if we can just stick it out, the opportunity is going to…
Escúchalo en el minuto 35:27
Presupuesto mensual de inversión en copywriters y landing pages tras los cambios de tracking publicitario
Canales de adquisiciónPara compensar las restricciones de seguimiento y tracking en plataformas publicitarias como Facebook, una agencia/negocio puede llegar a invertir cerca de 20.000 dólares al mes específicamente en redactores publicitarios (ad copywriters) y optimización de páginas de aterrizaje.
marketing. You know, as Dice said, he who writes the best ad copy wins, you know, we just invested Jesus, like almost $20,000 a month and like ad copy people and copywriters and landing page.
Escúchalo en el minuto 25:56
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