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Ep. 323: The Ultimate Guide To Choosing A Marketing Agency
29 ideas de marketing sacadas de «Ep. 323: The Ultimate Guide To Choosing A Marketing Agency», de Perpetual Traffic. Sobre todo de medición y…
- 29 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 55 min
- Publicada en 2023
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Triangulación de datos («La Trifecta») para conciliar métricas de conversión
Medición y experimentosPara validar con precisión el rendimiento de las campañas pagadas, se deben contrastar simultáneamente tres fuentes de datos: la plataforma publicitaria (ej. Google Ads), la plataforma de analítica web (ej. Google Analytics) y el sistema de registro directo del negocio (Shopify en ecommerce o el CRM en generación de prospectos). Los tres conjuntos de datos deben aproximarse razonablemente entre sí para garantizar…
I like to I like I call it the trifecta we we triangulate our data we check data in Google ads in Google analytics and then they're so you know if they're e-commerce in Shopify or if they're lead gen in their CRM and those three data sets should match ish ish Google ads
Escúchalo en el minuto 44:50
Medición y experimentosEn auditorías continuas de campañas de marketing digital con bajo rendimiento, el 50% no tiene configurado ningún tipo de tracking o seguimiento de conversiones, y del 50% restante que sí lo tiene, la mitad está mal implementado.
look at failed campaigns which we do all day you know my the primary call to action my website is is an audit so we're auditing these campaigns just all day every day fifty percent of them aren't tracking properly oh well no let me back up I misstated 50 of them aren't tracking at all of the remaining 50 percent half of those aren't tracking properly and you might think like okay well they
Escúchalo en el minuto 38:43
Estrategia y decisiones de negocioContratar una agencia de marketing con el último capital disponible o bajo estrés financiero es prematuro; en etapas tempranas es preferible aprender y testear internamente con presupuestos pequeños (ej. 10 a 20 dólares diarios) antes de asumir costos de agencia.
yeah I'll say that if you can't afford an agency don't do it if it's a stretch and if you're concerned financially then it's it's probably premature if it's your last check that you don't don't do it yeah seriously like go learn it yourself I don't need us like just go spend like 10 to 20 a day and test this thing out on but if it's your last dollar for Christ's sake like figure it out on your
Escúchalo en el minuto 54:09
Medición y experimentosAl trabajar con ofertas no probadas o buscar optimizar el rendimiento, se deben testear múltiples ideas a bajo costo mediante productos mínimos viables (MVP) e iterar sobre las que ganen tracción, en vez de invertir grandes presupuestos iniciales en reconstrucciones completas y no validadas de embudos.
but you want to go with like the MVP like what is the the absolute minimum we need to do here right in order to figure out what the next thing to do is it's very iterative and and customers don't diagnosis on the front end and MVP it figure out like throw a few ideas against the wall what sticks and then figure out like the one that does get traction then we iterate on it so when one thing you should test out lots of different ideas at low cost but if funnel in the after the click side was an iterative improvement process as opposed to no we need to like break everything and and we're going…
Escúchalo en el minuto 15:13
Riesgo de apagar campañas por subatribución en plataformas publicitarias
Medición y experimentosLas plataformas publicitarias como Facebook a menudo subestiman su impacto real debido a restricciones de rastreo (como los cambios de iOS); desactivar una campaña que parece tener bajo rendimiento directo puede provocar una caída en las conversiones globales capturadas por otros canales como Google.
worse shape right now because of what iOS did to Facebook so Facebook could be and I see this with customers I'll see uh what they think is a poorly performing Facebook campaign but I can tell from my Google conversions if you turn that Facebook campaign off my conversions are going to drop Facebook is actually outperforming what it's able to State and it just can't track it
Escúchalo en el minuto 50:11
Descuidar la configuración técnica del tracking anula la ventaja algorítmica de las plataformas publicitarias
Medición y experimentosLa mayor ventaja de Google y Meta frente a los medios tradicionales es su motor de aprendizaje automático. Centrarse exclusivamente en la parte creativa e ignorar la instrumentación técnica de datos impide que los algoritmos optimicen la entrega hacia conversiones reales.
this is with digital marketing it's a data acquisition approach the the reason that Facebook and Google are better than television radio newspaper is because you can track things and I it's weird because and it's it's these freaking kids you get these these little agencies and they're do like the creative they want to do The they don't they're very right-brained they don't want to do the left brain nitty-gritty coding whatever and so they just they they either phone it in or they don't do it at all it's a catastrophic error you are taking a trillion dollar machine learning mechanism the…
Escúchalo en el minuto 39:10
Incrementar la tasa de conversión reduce el CPA y amplía el margen para pujar por tráfico
ConversiónDuplicar la tasa de conversión en el embudo (por ejemplo, del 1% al 2%) reduce automáticamente el costo por adquisición (CPA) a la mitad, permitiendo a la empresa asumir costos de tráfico publicitario más altos y escalar las campañas.
to improve this one hey if we can get the conversion rate from one to one and a half percent or maybe one to two percent you know all of a sudden your CPAs now are half what they were before you can start affording to pay more for traffic you can start to expand and scale and grow and you're doing both at
Escúchalo en el minuto 18:30
Evaluar a agencias y especialistas preguntando por sus fuentes de formación continua
Estrategia y decisiones de negocioPara validar si una agencia o especialista de marketing está realmente a la vanguardia, no te fíes de insignias o certificaciones (muchas son comerciales o comprables); pregúntales directamente qué referentes siguen, qué leen o escuchan y cómo se mantienen al día ante cambios de plataforma. Un profesional cualificado debe tener una respuesta inmediata y específica.
so I think the badges to your point fifty percent of them are garbage I mean you can buy Badges and you know I get total scam so uh the badges and gold stars don't necessarily impress me every agency one of the things that I ask them is how do you stay up to date how do you email is delivered who are the thought leaders that you listen to where do you go to get educated and that should roll right off the tip of their tongue if lawyer Plummer hey how do you stay up to date you're gonna have an answer for that oh man I followed you know I'd author it shouldn't be a difficult me qualification…
Escúchalo en el minuto 25:56
ConversiónInvertir en adquisición de tráfico sin auditar el embudo completo suele fracasar; en muchos negocios el problema no radica en los anuncios ni en la segmentación, sino en deficiencias en la oferta, la tasa de conversión o la ausencia de un proceso de seguimiento para cerrar los prospectos.
the point was is like we got them tons and tons of leads but they didn't have the follow-up so stupid me for not doing that but I think what he wanted and what he actually needed was two different those things when in fact the real issue was their offer their conversion rates their sales process their monetization their LTV like all these other things of audience what they really needed was a diagnosis and exactly to your point of what Ryan dice said is that you know prescription without diagnosis is malpractice and I think the first thing a good marketing agency should do is figure out where…
Escúchalo en el minuto 10:10
ConversiónInvertir en adquisición de tráfico sin auditar el embudo completo suele fracasar; en muchos negocios el problema no radica en los anuncios ni en la segmentación, sino en deficiencias en la oferta, la tasa de conversión o la ausencia de un proceso de seguimiento para cerrar los prospectos.
the point was is like we got them tons and tons of leads but they didn't have the follow-up so stupid me for not doing that but I think what he wanted and what he actually needed was two different those things when in fact the real issue was their offer their conversion rates their sales process their monetization their LTV like all these other things of audience what they really needed was a diagnosis and exactly to your point of what Ryan dice said is that you know prescription without diagnosis is malpractice and I think the first thing a good marketing agency should do is figure out where…
Escúchalo en el minuto 10:10
Medición y experimentosLas plataformas de anuncios y analítica nunca coincidirán al 100% por diferencias en modelos de atribución y rastreo; por ello es indispensable triangular datos usando como única fuente de verdad los ingresos reales registrados en el CRM o la tienda.
different attribution models and different ways of tracking so your ad in your analytics will never be a hundred there's an old prepper model uh two is one one is none if you're tracking using one mechanism you might as well not be tracking at all well you need to triangulate you need to you need to check all factors at the very least you need to have one particular source of Truth and that should be your CRM you know your Shopify store money in the bank how
Escúchalo en el minuto 45:16
Auditoría de capacidad técnica y first-party data al evaluar agencias de medios
Medición y experimentosAl contratar o auditar una agencia de paid media, se debe priorizar su dominio del tracking técnico y de la captura de first-party data por encima de las creatividades vistosas. Para validar su competencia, se les debe exigir que expliquen con lógica sencilla cómo rastrean y reconcilian llamadas, formularios completados y compras posteriores que alimentan los algoritmos de optimización publicitaria.
that point so if if the agency isn't Rock Solid when it comes to tracking and Reporting they are worthless and and you know ask the questions how do you track conversions how would you reconcile those conversions ask The Logical question hey if somebody called me how would you know that somebody filled out my form how would you know that and then if they bought something later how do we give that information and and if they can't explain it simply they don't understand it well enough because these mind the tracking feeds the reporting right and all of this is part of this big optimization…
Escúchalo en el minuto 40:15
Evaluación consistente de los mismos KPIs esenciales en reportes periódicos
Medición y experimentosLos informes de rendimiento deben mantener el seguimiento de los mismos KPIs fundamentales (inversión, ingresos y conversiones) en el tiempo para analizar tendencias reales, evitando la práctica de rotar a métricas secundarias solo cuando resultan positivas.
your agency should be reporting on the same kpis every every report for the most part what that agencies can pay for that only import the positive trends they they show the positive the green lines where are the green lines and then they'll hide and or de-prioritize the red lines so you know you want to be able to track with trend lines on a recurring basis where you are and and the kpis be like super obscure right it's like how much did we spend what came in how much did we make
Escúchalo en el minuto 48:02
Impacto de la atribución diferida en la fecha de entrega de reportes publicitarios
Medición y experimentosMás del 50% de las campañas publicitarias experimentan atribución diferida (delayed attribution), lo que hace que emitir reportes en los primeros 5 días del mes siguiente distorsione el rendimiento real al no haberse consolidado aún los datos de conversión.
send our reports between the first and the fifth of every month and the reason has to think about here's the problem the majority of campaigns I'll say 51 or more I have something called delayed attribution which means that for the month of August I don't have all of my data on September 1. I might not have all my data until September 20th depending on the your delayed attribution timeline so if you
Escúchalo en el minuto 46:50
Diagnosticar el cuello de botella comercial antes de invertir en más leads o tráfico
ConversiónAntes de contratar agencias de publicidad creyendo que se necesitan más prospectos, se debe auditar el proceso de ventas y la tasa de conversión. Si el embudo comercial está roto (por ejemplo, cerrando solo 1 de cada 20 oportunidades), inyectar más tráfico o leads no generará crecimiento y desperdiciará presupuesto.
amount of times I'm on a call where somebody thinks they need more sales or they think they need more leads excuse me I need more leads and then I look at their sales process I'm like you're closing one out of 20. right you don't need more leads you need a better sales process so get really clear on what you prescription without diagnosis is malpractice you need actually somebody to look at where the weak points are in the entire process not just more leads so the story
Escúchalo en el minuto 7:15
ConversiónDesarrollar infraestructuras masivas y costosas de embudos antes de encender la publicidad representa un riesgo alto, ya que la mayor parte de los supuestos sobre páginas de destino, textos y ofertas quedan invalidados rápidamente al entrar en contacto con el tráfico real.
the vast majority of the agencies that I see when they're submitting proposals they're submitting proposals with massive front-end builds these agencies they want to build like you know 100 000 funnel and that you need all this media and all these ads and all this copy and all this creative they have this huge foundational requirement on the front end and they tell you well you need all this stuff before we actually start marketing my most of that I mean 90 of it is going to fly out the window the minute we start running ads the landing page needs to change we're going to split test the offer…
Escúchalo en el minuto 13:36
Diagnosticar las fugas del embudo antes de culpar a la publicidad
Medición y experimentosAntes de asumir que los problemas de crecimiento se resuelven cambiando o creando más anuncios en plataformas de tráfico, es necesario diagnosticar todo el sistema comercial para identificar dónde están las verdaderas fugas (como la oferta o la conversión).
first thing a good marketing agency should do is figure out where the holes are and where to plug those holes and it but you have to have the breadth of knowledge to understand that in a lot of cases it's not the ad it's something else
Escúchalo en el minuto 0:00
Triangulación de datos entre servidor y navegador para auditar métricas de anuncios
Medición y experimentosContrastar el tráfico rastreado tanto del lado del navegador como del servidor permite auditar y validar los reportes de las plataformas de anuncios, las cuales pueden sobreestimar su impacto midiendo clics en lugar de visitas reales en página.
that Bing sends I have multiple clients where we are tracking server side and browser side server side and browser side traffic the traffic that's being sent from Bing campaigns and then I see what Bing reports and it is they grossly overvalue might be doing is is measuring clicks instead of measuring you know actual on-page Impressions because their own tracking sucks right but because we triangulate our data and because I can see that in multiple areas across multiple clients I can be confident in
Escúchalo en el minuto 51:26
Oferta y precioEn catálogos masivos de e-commerce, se debe identificar y escalar la inversión en el subconjunto de productos con mejor rendimiento probado, evitando el sesgo emocional de querer promocionar todos los SKUs o forzar la salida de inventario rezagado.
we'll talk to clients and let them know hey you've got 8 000 product skus we just found the 1500 products that are the the highest performers we want to you know see how deep this well goes and they get real romantic about what they want to sell or now they're trying to play the inventory control game or whatever and you know it's it's I think it ends up being quixotic
Escúchalo en el minuto 20:30
La polinización cruzada de estrategias entre industrias genera ventajas competitivas sobre la hiperespecialización
Marca y posicionamientoAplicar marcos y estrategias de marketing provenientes de industrias no relacionadas (por ejemplo, estructurar la adquisición de ecommerce o empresas de servicios con los métodos de venta de los infoproductos) supera la visión miope de copiar únicamente lo que hace la competencia directa del sector.
relates in fact I think industry-specific agencies in some instances are at a disadvantage because their myopic in view they only get to see what that industry is doing from a these Montessori schools you know like the ability to cross-pollinate the dots from an analogous standpoint e-commerce companies like their info businesses so we've cross-pollinated things that we've learned in different Industries into other Industries and
Escúchalo en el minuto 30:17
Especializarse en un nicho vertical para escalar en fases iniciales de una agencia
Oferta y precioPara agencias o negocios de servicios en etapas tempranas, hiperespecializarse en un único nicho vertical simplifica la adquisición, optimiza la rentabilidad y facilita escalar el negocio antes de intentar abarcar múltiples sectores.
years ago and I say Niche down to scale up like if you can really Niche down into a specific industry like that's a great place to start and that's what I from the agency perspective it makes sense to Niche down because you're more profitable you're more scalable but that actually kind of and
Escúchalo en el minuto 33:44
Validar la experiencia en marketing mediante casos y correlaciones concretas, no por antigüedad
Estrategia y decisiones de negocioLa cantidad de años en el mercado no garantiza competencia en marketing e incluso puede transmitir obsolescencia metodológica. La verdadera experiencia se demuestra cuando el profesional puede conectar de inmediato el problema actual con anécdotas, clientes, cuentas y métricas específicas de proyectos anteriores.
you'll say oh it's like this customer it's like this client it's like this campaign it's like this account when you've been doing this long enough you should be able to draw correlations from your experience in a way that becomes 000 foot view oh we've been doing this for 15 years I don't care that that in our favor from a brand perspective right because that just means old like oh y'all you know you're just old and specifics in terms of what they've
Escúchalo en el minuto 29:15
El marketing pagado opera como una práctica experimental y no como una ciencia determinista
Estrategia y decisiones de negocioIncluso en clientes con ofertas e industrias idénticas, las respuestas del mercado varían según el contexto y la geografía; por ello, las relaciones con agencias y la planificación de campañas deben plantearse como un proceso de práctica y ajuste iterativo continuo, no como una fórmula garantizada de antemano.
that every time I talk to a customer I can have the exact same customer in the exact same industry in two different geographies and it's a totally different campaign different costs different competition one fails miserably one just crushes it people want it to be a science and maybe to our discredit marketing agencies talk about it like it's a science and so we present it like it's a science and then people buy it like it's a science and then they don't get a science and they're pissed and it's it's shopping for an agency make sure the way they're talking about the work allows the concept of…
Escúchalo en el minuto 19:07
El marketing inicial opera como un diagnóstico médico iterativo sujeto a ajustes constantes
Medición y experimentosDurante los primeros 30 a 90 días de trabajo o campaña, cualquier propuesta teórica cambiará al chocar con el mercado real; el proceso debe abordarse como la medicina clínica: emitiendo hipótesis, midiendo la respuesta a los estímulos y reajustando la estrategia según los datos obtenidos.
like you do have to kind of make a diagnosis but a lot of that's going to change from the first 30 60 90 days because you're going to work just like medicine right absolutely absolutely like a medicinal diagnosis is you know hey I think you have this let's give you some of this stuff to see if it gets any better and if it doesn't that's why they call it a medical practice so and we treat marketing the same way it totally is what's going to go on so it's a messy process whether it's medicine whether progress is being made and the agency is constantly iterating and moving forward and showing…
Escúchalo en el minuto 21:04
El riesgo de contratar agencias de nicho es la falta de innovación y el enfoque repetitivo
Canales de adquisiciónAunque las agencias hiperespecializadas en un nicho conocen el sector, la baja competencia puede llevarlas a estancarse en estrategias prefabricadas y cómodas; en contraste, las agencias generalistas aportan polinización cruzada de aprendizajes de diversas industrias.
you're shopping for an agency it's not to say don't go with the niche agencies it's to say make sure your Niche agency hasn't gotten myopic don't let them get the gold standard and it would be really easy for me to get lazy and to stop innovating and they would never know and that's the risk that you run if you go hire a niche agency is they've niched down so much that now they're you know they've they've cemented they've congealed and they're just there's nothing mobile about them could be cookie cutter I suppose yeah that's how have to have that experience and and it's not necessarily…
Escúchalo en el minuto 35:10
Caso de estudio: 3.700 leads captados sin ventas por falta de seguimiento comercial
ConversiónEn una campaña para una empresa de servicios contables se captaron cerca de 3.700 leads calificados con nombre, teléfono y correo en tres meses; no obstante, el cliente canceló el servicio con cero ventas debido a que no contaba con un protocolo ni equipo para contactar y dar seguimiento a los contactos.
the first customers we ever had was a bookkeeping service and he said exactly that all I need is more leads so all I did is I created more leads in fact leads like with names full name phone number and an email and we collected almost 4 000 of them I think it was like 3 700. in like three months I was like and he fired us after three months and like well you know it hasn't turned into any sales and I said well what are you actually doing with those leads he's right he had a sales he had a sales process that was completely broken after the lead went in the door and shame on
Escúchalo en el minuto 8:49
Doble atribución en estrategias multicanal debido a múltiples puntos de contacto
Medición y experimentosAl correr campañas en múltiples plataformas publicitarias simultáneas, ambas redes tenderán a atribuirse la misma conversión debido a que un usuario requiere decenas de impresiones a lo largo de varios puntos de contacto antes de comprar.
doing there if you're running Google and Facebook and this is true for any two ad all right but you can now we have an attribution problem because it takes 31 Impressions to catalyze a conversion they're going to see your Facebook ads they're going to see your Google ads and Google's going to go hey we did it you know Pat on my back and Facebook's gonna go oh nope it was us and yeah and you don't know and here's the thing is they're both right
Escúchalo en el minuto 49:29
Estrategia y decisiones de negocioLas agencias que afirman dominar y ofrecer cualquier canal o servicio de marketing que el cliente solicite suelen carecer de la profundidad técnica y experiencia requeridas para obtener resultados óptimos, salvo que cuenten con una estructura de gran tamaño.
first point which is you have to know what it is you're shopping for because the the quote-unquote generic marketing agency they might be the most dangerous you know the folks that will just do anything you ask them to do and they you time I thought I could be the best at all of those things but in retrospect I just look at how naive I was and there are some agencies that pull it off but they got to be big because basically
Escúchalo en el minuto 3:58
Venta directa de joyería de lujo ($1.500 - $5.000) adaptando tácticas de infoproductos a paid social y búsqueda
ConversiónEs viable vender productos físicos de alto ticket (aretes de 1.500 USD y anillos de 5.000 USD) en canales de pago como social ads y Google aplicando los aprendizajes de educación y persuasión propios del mercado de infoproductos.
Niche like we have a high-end jewelry customer who we're really proud of because they we sell 1500 dollar earrings and five thousand dollar rings on on social and on Google and it's it's great like it really works like but the reason it works is because we took the learnings from info over to
Escúchalo en el minuto 32:42
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