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Ep 324: An In-Depth Look at the Creative Process with Tom Meredith
28 ideas de marketing sacadas de «Ep 324: An In-Depth Look at the Creative Process with Tom Meredith», de Perpetual Traffic. Sobre todo de investigación…
- 28 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 01 min
- Publicada en 2023
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Investigación de mercado y clienteEl copywriting no consiste simplemente en redactar textos, sino en investigar a fondo el perfil del cliente y extraer sus palabras exactas; este documento de investigación debe guiar tanto el copy como el diseño y la producción audiovisual.
all right I like to say that copy isn't words copies research and I strongly believe that that research doesn't just inform the copy but inform informs all the creative like I think our creative team is so much stronger now that they have this like great Deep dive document to work from that has like not only the avatars but the avatars in their own words so we go out and we don't just
Escúchalo en el minuto 14:38
Excluir compradores y visitantes web al validar nuevos ganchos creativos
Medición y experimentosProbar un gancho u oferta con listas de email o audiencias que no excluyen compradores y visitas previas genera falsos positivos, ya que los algoritmos de anuncios tienden a concentrarse en ese grupo tibio en lugar de validar si el mensaje realmente atrae a tráfico frío.
cold traffic probably excluded from buyers and people that know who the company is that kind of thing so you're couldn't really get to cold traffic for look-alike audiences interest-based audiences that kind of stuff because they weren't excluding their website visitors they weren't excluding their buyers and Facebook just kept honing in on just that small group so we're taking them out like they're not a good proxy for an ad that really has legs so there are things like from a technical media buying standpoint you can do as a as a media buyer when you are testing these things to make sure…
Escúchalo en el minuto 27:00
Investigación de mercado y clienteAl investigar la voz del cliente en foros y reseñas, el feedback negativo es más valioso que el positivo: revela las dificultades reales que deben resolverse en la comunicación y los puntos débiles de la competencia para construir ángulos de diferenciación y ganchos publicitarios.
like we like dive deep into like their customer reviews Amazon reviews like going to Reddit forums and see what people are saying about Twitter or even going on to uh Facebook ad comments and really just pulling out the information in the customer's own words and we the tendency is often to try to pull out like the positive but the negative is where the gold is gives you it tells you what people are really struggling with your product and helps you to help overcome it um it also informs like what kind of content you should make but also negative on your your competitors is also a really good…
Escúchalo en el minuto 15:03
Alinear el copy del anuncio con la landing page para reducir la fuga de conversión
Mensaje y copywritingCuando un anuncio tiene un CTR alto pero no convierte en la página de destino (y no es viable modificar dicha página), se debe extender el copy del anuncio incorporando el lenguaje, los conceptos y las expectativas de la landing para preparar al usuario y suavizar la transición hacia la compra.
then you have to think about like if we're getting click-throughs but we're not converting where's that missing piece between the ad and the landing page since we don't necessarily control the landing page how do we add that into the ad to bridge that Gap so adding on to the back of an ad that has high click through things that have more AdSense or pick up more of the language from the landing page to make it feel like a smoother transition to really prep people for that experience on the landing page will be the next step to building out this training for conversions
Escúchalo en el minuto 33:50
Fusión de creativos con alto CTR y creativos de alta conversión
Canales de adquisiciónCuando un anuncio publicitario logra gran volumen de clics e interacción inicial pero otro prepara y cierra mejor la venta, combinar el gancho (scroll stopper) del primero con el cuerpo persuasivo del segundo genera un creativo con rendimiento óptimo en ambas fases.
really see along the way or some ads do well with like engagement click through and others do well for conversion like and we've had really good success of combining those two with your ad if they're engaging with it and clicking through they're definitely interested but if another ad is doing really well on getting people prepped for the sale combining those two often will lead to Best of Both Worlds scenario testing swapping out different scroll Stoppers if we think in terms of blocks it's like trying to figure out which blocks are working and how can we combine it with new blocks to…
Escúchalo en el minuto 37:27
Delegar iteraciones de creativos a agencias externas para liberar capacidad estratégica interna
Estrategia de contenidosConviene que el equipo interno se concentre en la investigación, las pruebas y el desarrollo de creativos base de alta calidad, delegando a una agencia externa la producción en volumen de variaciones y pequeñas iteraciones sobre esa base.
really doing the testing building out the high quality uh then we we have a outsourced agency that we use for a lot of more like the high quantity creative kind of give them the base that we've started and then once they have like a really strong base to work from like they'll pump out high quality stuff that is a bit more on the small iterations or refresh so that gives us a lot more capacity to focus on the high quality and the testing and the research
Escúchalo en el minuto 50:07
Investiga las reseñas y comentarios negativos para identificar fricciones y crear contenido diferenciador
Investigación de mercado y clienteEn lugar de centrarse únicamente en el feedback positivo, analizar las críticas y reseñas negativas en plataformas como Amazon, Reddit, Twitter o comentarios de anuncios de Facebook revela los problemas y objeciones reales de los clientes, lo que permite crear contenido publicitario que supere esas barreras y diferencie el producto de la competencia.
great dive deep into customer reviews Amazon reviews going to Reddit forums see what people are saying about Twitter or even going on to Facebook ad comments the tendency is often to try to pull out like the positive but the negative is where the gold is it tells you what people are really struggling with your product and helps you to help overcome it it also informs like what kind of content you should make create a differentiate yourself and other products out there
Escúchalo en el minuto 0:00
Medición y experimentosEn fases iniciales de testeo con presupuestos reducidos, el foco debe ser medir si el mensaje resuena mediante señales tempranas de interacción (retención de video, comentarios, CTR) en lugar de ventas inmediatas; una vez identificado un gancho que detiene el scroll, se construyen variaciones iterando bloques de beneficios, dolores o testimonios.
conversions per se like if you get conversions that necessarily that because we're not talking about huge budgets we're just seeing all right does this resonate with the audience in one way shape or form view length click-through rate you know you know Impressions divided by three second views that kind of thing like if it is a video but also just any sort of Engagement level that's better than the control group is typically a way in which you'll say all right well that's a signal that maybe we should pursue maybe we should put more effort into different variations of AD copy then we should…
Escúchalo en el minuto 31:13
Planificar el reemplazo de anuncios mientras el creativo actual aún funciona
Canales de adquisiciónLa producción de nuevos creativos debe planificarse de manera proactiva mientras el anuncio actual sigue generando resultados positivos, evitando esperar a la fatiga del anuncio para solicitar creativos urgentes y de baja calidad.
having a planning process like whatever ad your work is working right now is eventually going to start to tire so today would be the day to start planning for that time frame which I think
Escúchalo en el minuto 42:40
Establecer límites al algoritmo publicitario para forzar la adquisición en tráfico frío
Canales de adquisiciónLos algoritmos publicitarios tienden de forma natural a buscar conversiones entre personas que ya conocen la marca o han comprado antes; por ello, para expandir la base de clientes en prospección fría es necesario aplicar exclusiones y restricciones que eviten que el presupuesto se desvíe hacia audiencias tibias.
making sure it's to cold traffic and not to your list like you really have to think about how the algorithm works and basically it wants to do the best for and by doing that it's always going to find it the most likely to take an action that you ask it to and the most likely to take an action are those that know you have purchased from you and are likely to purchase again so while it's doing its job there it doesn't necessarily allow you to expand your audience in your customer the algorithm does well when you give it guard rails like not so tight that you're like controlling it with a tight…
Escúchalo en el minuto 30:15
Estructura en pods de media buyers y directores de arte para acelerar el feedback creativo
Estrategia y decisiones de negocioEmparejar directamente a los compradores de medios (media buyers) con directores de arte en células de trabajo independientes (pods) elimina los silos entre departamentos y acelera el ciclo de retroalimentación para testear y optimizar anuncios con mayor agilidad.
creative team and the media buying team were kind of like separate silos they communication and feedback loop was pretty slow and inefficient switched to more of a pod model which has been partnering media buyers and art directors so that they have tighter feedback loop on getting results testing ideas really kind of being in sync with each other on you know the Pod leader or media buyer group worked alongside an art director almost dedicated to that individual customer account or to that pod all of a sudden the communication the feedback loop instead of it being in two different silos all of…
Escúchalo en el minuto 36:19
Separación de fuentes de investigación según el nivel de consciencia del usuario
Investigación de mercado y clientePara investigar barreras de compra, se deben segmentar las fuentes según la relación con la marca: los comentarios en anuncios de pago capturan las objeciones y dudas de prospectos interesados que aún no compran, mientras que las reseñas y soporte al cliente reflejan la fricción o satisfacción de usuarios que ya adquirieron el producto.
yeah I think it was actually on a an ad comment on Facebook is kind of a good place for getting uh that doing the Deep dive on prospects versus if you're doing reviews that's more on customers so that kind of now if you're talking about different awareness levels and where you're getting your research from Facebook ad comments are really the spot to get like the biggest barriers for people who aren't your customer yet um in your read in your reviews and your customer service calls and emails that's kind of more people who have your products for struggling with it or really enjoy it but the ad…
Escúchalo en el minuto 18:25
Sustituir avatares hipotéticos por investigación profunda en reseñas y foros
Investigación de mercado y clienteInventar perfiles de cliente ideal basados en suposiciones internas es una trampa habitual; los ganchos publicitarios más efectivos provienen de investigar a fondo reseñas de competidores en Amazon, foros y Reddit para extraer los dolores y términos literales que usan los usuarios.
yeah I think it's a trap that people tend to fall into because it's easy of thinking you know the Avatar or you can just coming up with avatars based on what we thought was best but really showed us like not like this is what your customers are really saying are straight to the forums and everything really saying about a product deep in like competitor reviews on Amazon like happily go through like 10 000 found like this really interesting angle about baby eczema but through all the Deep dive research was actually like the most powerful hook
Escúchalo en el minuto 22:08
Estrategia de contenidosEn la creación publicitaria es preferible imponer fechas límite ajustadas que obliguen a entregar un concepto completado al 70% para obtener feedback temprano del equipo (media buyers y directores creativos) e iterar, en lugar de postergar la entrega persiguiendo la perfección individual.
give creative people like the time to let things like ruminate in their brain but also hold them to a deadline that's a little um uncomfortable like 70 of the way there that's a good spot especially if you can iterate on it that's 70 of the way there get it in front of other people on the team media buyers pod leaders creative director like really so that they can give their input and then you can go back and then that's kind of like the balance of like individual versus Team like driving stuff to be better yeah is done better than perfect when it in our world yeah
Escúchalo en el minuto 53:08
Estrategia de contenidosEn la creación publicitaria es preferible imponer fechas límite ajustadas que obliguen a entregar un concepto completado al 70% para obtener feedback temprano del equipo (media buyers y directores creativos) e iterar, en lugar de postergar la entrega persiguiendo la perfección individual.
give creative people like the time to let things like ruminate in their brain but also hold them to a deadline that's a little um uncomfortable like 70 of the way there that's a good spot especially if you can iterate on it that's 70 of the way there get it in front of other people on the team media buyers pod leaders creative director like really so that they can give their input and then you can go back and then that's kind of like the balance of like individual versus Team like driving stuff to be better yeah is done better than perfect when it in our world yeah
Escúchalo en el minuto 53:08
Minar comentarios en anuncios y contenido para detectar objeciones imprevistas
Investigación de mercado y clienteMonitorear activamente las secciones de comentarios de los anuncios y contenidos publicados permite identificar objeciones y perspectivas del público que no se detectaron en la investigación inicial, utilizándolas como nuevos ganchos creativos.
nailing the objections with your ad that you know or something that people are thinking of that you might not have considered or you might not have seen through your research it not even just ad hooks just add comments just comments in General on your creative or content
Escúchalo en el minuto 20:01
Mensaje y copywritingPara detectar ángulos publicitarios viables, busca problemas y casos de uso donde los clientes se expresen con lenguaje desesperado o intensa carga emocional; la intensidad del dolor predice mejor la tracción de un gancho que una simple mención frecuente.
that if you start to see more people talking about a specific use case that would be a good indicator of having some legs but really I think it's like the kind of language around it and help the the emotion that's the tie to it are pretty passionate about it and often like at the end of the Rope so the language that surrounds that is often going to be a little bit like desperate and emotional and so anytime you see like high levels of emotion around specific hooks like that's something that I can really look into and then
Escúchalo en el minuto 25:28
Estructurar equipos en células ('pods') de media buyer y creativo para optimizar campañas
Canales de adquisiciónIntegrar a media buyers y diseñadores/creativos en células de trabajo dedicadas elimina la desconexión comunicativa y aporta feedback de rendimiento en tiempo real al equipo creativo. Esto equilibra la urgencia del media buyer frente a los algoritmos diarios con la necesidad del creativo de planificar y disponer de tiempo para producir piezas de alto impacto.
they're working alongside each other as sort of in the singular pod format it real-time feedback on results which is feedback really quickly and as long as the media buyer and the the art director equation are working uh together I think that's a formula that really does work I creative but I think the pods are really I think I realized is Media buyers and art directors think in different time frames media buyers are living in the now and the near future of trying to longer and art directors tend to think in longer term like month out in advance they're working together and can more empathy…
Escúchalo en el minuto 40:16
Estrategia de contenidosEn lugar de producir anuncios genéricos con un único mensaje de producto, conviene crear piezas de contenido en video adaptadas específicamente a los distintos perfiles de comprador (avatares) para abordar sus necesidades y contextos particulares.
did well a lot with like how to make videos so I think intuitively pretty early on we realized that we wanted to make creative for our different avatars information out there about that but yeah so we had like stay-at-home moms were a big Avatar of ours the tech crew crowd and then like the CrossFit adjacent so we made a lot of videos in those three um those three lanes which now I think
Escúchalo en el minuto 9:27
Estrategia de contenidosEn lugar de producir anuncios genéricos con un único mensaje de producto, conviene crear piezas de contenido en video adaptadas específicamente a los distintos perfiles de comprador (avatares) para abordar sus necesidades y contextos particulares.
did well a lot with like how to make videos so I think intuitively pretty early on we realized that we wanted to make creative for our different avatars information out there about that but yeah so we had like stay-at-home moms were a big Avatar of ours the tech crew crowd and then like the CrossFit adjacent so we made a lot of videos in those three um those three lanes which now I think
Escúchalo en el minuto 9:27
La viralidad masiva de un contenido no garantiza ventas ni respuesta directa
Estrategia de contenidosUn contenido puede acumular decenas de millones de visualizaciones sin traducirse en ventas para el negocio si no está alineado con la marca ni diseñado desde la perspectiva de respuesta directa.
Mother's Day video that ended up getting about 30 million views it was a super branded content and it did nothing to move the needle on sales so lesson learned not necessarily great viral content necessarily moves a business and sells from a direct response perspective they're not necessarily two things that go hand in hand all the time yeah and I even wonder like how much it did for brand equity because I did we didn't put much as in the way of branding in it
Escúchalo en el minuto 10:09
Canales de adquisiciónCon la reducción de visibilidad y atribución provocada por los cambios de privacidad en plataformas móviles (como iOS), el éxito en la compra de medios depende prioritariamente de la estrategia creativa y no solo de la optimización técnica de audiencias.
perspective we were always sort of a media buying Agency for years and years more of a a well-balanced agency not just on media buying but creative as well as ads but now especially in the last year especially in the last six months like all of that is so much more important than it ever was it was always important obviously but now more so with reduced visibility through to iOS you've got privacy stuff going on so tell us a tier 11 was like a media buying driven like you and Deacon saw that like creative was the path forward I think I
Escúchalo en el minuto 12:47
Riesgo al migrar de DTC a canales mayoristas y retail
Canales de adquisiciónPasar de un modelo de venta directa al consumidor (DTC en e-commerce) a la distribución mayorista o retail físico suele diluir el control sobre el viaje del cliente y el proceso de venta, reduciendo con frecuencia la tracción y rentabilidad frente a mantener el canal directo.
yeah we didn't get as much traction in retail as we would have we were getting on Ecom M so it's interesting when I see Ecom companies looking to go into wholesale it always gives me a little bit of PTSD I'm like no you guys have it just sweet so sweet right there where you have direct contact with your customers you can control the customer Journey how they experience uh not only your product but the lead-up and sales of your product
Escúchalo en el minuto 7:25
Mensaje y copywritingDedicar tiempo inicial a la investigación profunda del producto y al trabajo técnico antes de redactar anuncios —al estilo del trabajo de David Ogilvy estudiando manuales junto a ingenieros de Mercedes-Benz— permite descubrir conceptos centrales sólidos capaces de multiplicar las ventas y sostener campañas a largo plazo.
really thinking and I always go back to you know the the uh Ogilvy example I use when he when he landed Mercedes-Benz he flew to Stuttgart for three weeks and worked alongside engineers and poured through manuals and eventually came out with really almost like two or three great ideas three weeks to create like three great ideas that were self-sustaining and and you know 10x Mercedes business in the US they were trying to break into the U.S market and he basically did it and I always think back like man he flew to Germany for three weeks like that's never forget the fact that stuff does take…
Escúchalo en el minuto 47:51
Crear espacios transversales de intercambio entre creativos que operan en silos
Estrategia y decisiones de negocioCuando los diseñadores y directores de arte trabajan en células independientes o dedicadas a clientes específicos, es indispensable habilitar sesiones periódicas informales entre ellos para rebotar ideas, compartir aprendizajes y recibir retroalimentación constructiva, evitando el aislamiento profesional.
creative side because you know the creative types the art directors really do need you know a feedback loop they need somebody to be able to bounce ideas off of they need to be able to have sounding board for all their ideas that good like camaraderie between the different creative teams so even though everybody's in their own pods we still have a lot of get-togethers with the creative people where it's bouncing ideas off each other occasional complaining but also things that they've learned along the way and it just you know you have to have people who understand you also while you're still…
Escúchalo en el minuto 57:35
Evaluar la tracción inicial de un anuncio mediante 'scroll-stopper rate' y CTR
Medición y experimentosAl testear creatividades tempranas sin control total de la landing page, la efectividad del gancho debe validarse con métricas de plataforma: la tasa de detención del scroll (scroll-stopper rate), el tiempo de visualización y el CTR.
just be put out a pretty simple creative with some good copy that supports it kind of just look at some of the metrics that are most important for things that we can control so we don't necessarily always have control over like landing pages and so the conversions are a us but really the things I would look at on something like that would be kind of if it's a video we call our scroll stopper rate the video the idea or the image has the ability to stop the scroll but really that the core part for knowing if something has legs is view length or click-through rate right like if we've done a good…
Escúchalo en el minuto 28:45
Priorizar velocidad sobre calidad visual desgasta el valor de marca percibido por el cliente
Marca y posicionamientoGenerar piezas publicitarias a ritmo apresurado para cubrir volumen suele degradar su calidad estética; aunque el rendimiento numérico a corto plazo parezca similar, el contenido descuidado deteriora la percepción de marca y la satisfacción a largo plazo del cliente.
I don't know if it often does produce better performance results but there's also a psychological effect where people feel like they're doing better work and also clients see better work which makes them stickier because if you do a lot of fast work the quality drops thing even it performs as good clients don't like the look of a lot of that stuff that diminishes their brand equity
Escúchalo en el minuto 46:56
Proteger la innovación a largo plazo frente a la presión operativa de respuesta directa
Estrategia y decisiones de negocioEn la publicidad de respuesta directa y la gestión diaria de cuentas, el ritmo operativo fomenta un pensamiento a corto plazo que suele marginar la innovación. Las organizaciones deben designar liderazgos con tiempo protegido para pensar estratégicamente y explorar nuevas vías a largo plazo sin quedar atrapados en las urgencias cotidianas.
Innovation side which is something that in a high-paced world of direct response advertising you know sometimes Innovation gets left on the side and it's so important especially in today's advertising environment and that's the that media buyers and creative people think and customer success is fundamentally a short-term time time frame thought process where in this new role I'll be able to like drive a bit more like thinking like long term where areas can tier 11 go and and then
Escúchalo en el minuto 58:40
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