29 ideas de marketing sacadas de «Ep. 325: Follow-Up Sequences that Convert with Shaun Clark», de Perpetual Traffic. Sobre todo de conversión, estrategia…
Ver la entrevista entera en YouTube
Las 29 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al segundo exacto del vídeo para que la compruebes tú.
El primer punto de contacto con un prospecto que solicita información debe realizarse en un plazo máximo de 5 minutos para maximizar la probabilidad de conversión antes de continuar el seguimiento.
if you look at the data, the data really says two things, one, five minutes or less for the first contact point. And then from there, if you do not convert, you stay on with, you stay on that person
Configurar una respuesta por SMS inmediata cuando se pierde una llamada entrante («Disculpa, estamos en la otra línea, ¿en qué podemos ayudarte?») rescata al cliente potencial antes de que llame a la competencia, a un costo de implementación prácticamente nulo.
they missed you. And had they text you back and said something like, Oh, Hey, sorry, we're on the other line. How can we help? Do you need to book an estimate? You'd have been like, Oh my gosh, big time waster for me. And two, yes, absolutely. I need this. And that would have most likely saved that very first person from having you call the second person. Yo, that was a value bomb that Sean just dropped. Yeah. Missed call text back, probably easy to implement again, software aside, you can do it with Twilio or any other SMS solution. If you have an agency that's using high level, go use high…
Una secuencia de seguimiento efectiva no requiere complejidad técnica: consiste en agradecer el contacto, pedir de inmediato que den el siguiente paso (agendar una cita mediante un enlace) y, si el prospecto responde con una pregunta frecuente, resolverla en una frase e insistir de nuevo en la reserva.
say it's really simple. You know, if a consumer, when a consumer reaches out, it's just about reaching back out quickly and it's about getting them to take the next step, which is almost always an appointment. So it's literally just, thanks for contacting us in order to get you the thing you want in order to get you to success. We need you to do X. And it's generally, we need you to book an appointment, click here. Right. And it's literally just about trying to get them to take that action and then being prepared for them to either half the time, take that action, which is great…
Para mitigar el riesgo de contratar agencias que sobrevenden sus capacidades y entregan malos resultados, los negocios deben pedir referencias explícitas y llamar directamente a clientes previos con relaciones duraderas, en lugar de basar la decisión únicamente en reseñas de estrellas o contenido atractivo en redes.
of things. First of all, go on Google, search down agencies, find people in your niche, however you want to do it. Call several of them, ask them for references, and for gosh sakes, call the references. I cannot tell you how many people go to some website that has stars on it and decide, okay, well, I'm going to hire that person without bothering to do anything else other than look at the stars. Like, call the references. Like, if you find a couple other business owners who say, yeah, I've used them for four years and they're fantastic, it's a pretty decent likelihood that they might do a…
Google recopila datos sobre la tasa y velocidad de respuesta de los chats de negocios locales, con el objetivo de incorporar estas métricas a sus algoritmos de posicionamiento y restringir la función a quienes no atiendan a los usuarios. Activar el chat sin un sistema automático de seguimiento o personal dedicado daña la visibilidad y el rendimiento en búsquedas locales.
Well, here's the thing. This is where chat also becomes really important for Google because what we know is they're also now able to metric what's going on. And so they're going to start to prioritize people based on, do you respond? How quickly do you respond? How long are your actually enriching their own data set with the behavior. And they're going to use that eventually in the ranking algorithms. Okay. So if you turn it on, you better be ready. It sounds like. Yes. In fact, what they've told us very specifically is they're not doing this yet, but eventually you turn that on and you start…
Habilitar la mensajería directa en el perfil de Google Business permite interactuar inmediatamente con usuarios que realizan búsquedas locales por descubrimiento sin obligarlos a visitar la web externa ni compartir de inmediato su número de teléfono.
tactical things to look at Google business messaging, I think is going to be the biggest change in local, especially on Google that you'll change that you'll see probably in the last 10 years as it rolls out. And this is a very simple concept. Google is no longer interested in the but then I leave. I fundamentally then call or I go to the website. Google is no longer interested in that. They want you to come search and stay. Google business messaging is the ability to chat directly through Google, through an in-browser chat experience with that business that you've for all of the discovery…
Entregar hojas de cálculo con leads a negocios locales suele provocar fricción y cancelaciones porque el cliente rara vez gestiona el seguimiento. Para asegurar la conversión y demostrar retorno, es necesario automatizar la nutrición inmediata (mediante mensajería de texto o IA) que transforme el registro directamente en una cita confirmada en el calendario.
worked with initially was an agency. They're generating leads for their customers. They're working their tails off. They're doing a great job. They're giving a spreadsheet full of leads to their clients at the end of the month. And then the customer will look at them and say, yeah, but I don't get it. This is just a spreadsheet. Like none of these people gave me any money. You're fired. And the agency's like, whoa, wait, hold on. What just happened? Right. And the reality was when we looked into that, there's a problem here. There's this thing in the middle called the nurture process that no…
Cuando un cliente potencial manifiesta su interés, el contacto de seguimiento debe realizarse en un plazo máximo de cinco minutos (e idealmente menos de dos) para evitar perder la conversión frente a competidores más ágiles.
When a consumer raises their hand and says, I'm interested, the clock is ticking. And at that point, you better get back to that person. You have five minutes or less, or you lose. Five minutes or less is tagged off a Harvard business study that was done 10 years ago. My bet is it's two minutes or less now. So you better follow up. And if you don't, you're going to get put out of business by anybody who follows up faster than you.
Para escalar una agencia de marketing de servicios locales, resulta más efectivo replicar plantillas completas y probadas (sitios web, embudos y secuencias de automatización) que diseñar soluciones a medida desde cero para cada cliente del mismo sector.
Yeah. I mean, I think the best businesses are the ones that have the most consistent processes in place, none of which are sexy or exciting. Um, but it's, but if you're an agency or a business and you want to create, I mean, it doesn't matter if you're trying to create that value. A lot of it is about putting those fundamentals in place and actually knowing a lot of those game plays ahead of time. Right. So, you know, like one of the things we do in our platform is we have this thing called a snapshot where you can take all the stuff you've already built, all the websites and funnels and…
Para agencias o consultores en etapas iniciales, nichar en empresas locales mediante cámaras de comercio y redes presenciales (como BNI) es una vía directa para validar servicios, cerrar clientes cara a cara y financiar la futura expansión regional o nacional.
That was my favorite niche. It's a great niche. And it's a great place to start. I guess if we're right, well, I hear Byrne saying like niche down to scale up and what's my niche? Well, local is a very easy way of doing it. And actually face-to-face selling is something that we've all lost, especially in the last 18 to 20 months. But the point is, is like Business Networking International, for me, local chambers of commerce, we're all great. And I are way under charge for my prices to start and then gradually raise them and then gradually went outside of the local market to the regional…
Configurar una automatización que envíe inmediatamente un mensaje de texto cuando no se responde una llamada entrante permite iniciar la conversación al instante y evitar que el cliente potencial siga llamando a la competencia.
business in Maine though. Instead of hiring, it's great to have a full, a person answering the phone, but had they just simply put missed call text back in place that they could have crushed it because exactly what you described is exactly what every consumer does. They start with vendor one and they go to vendor two, vendor three, vendor four, and they're going to respond to the person that calls them back or instigates communication with them the fastest. And so if you have something simple, like missed call text back in place, that first person who's called you, you know, you called and
Los dueños de pequeños negocios no tienen tiempo ni criterio para coordinar especialistas individuales de SEO, PPC y redes sociales; prefieren un único punto de contacto con una solución integral 'suficientemente buena' que garantice un retorno de inversión positivo.
it's good enough. We're fine with it. And I think from a dentist or a doctor or a lawn care guy's perspective, they want to just check the marketing agency box or the marketing box. They don't want to get in the weeds and go hire an SEO expert and a PPC expert and a Facebook ads expert. It's just too, is that agencies see it from their own perspective. They think that they have to be that good at one thing to be successful for the customer. But I think the customer is looking for an ROI positive And why is it? It's because it's good enough. And so as a result, as a business, you're looking…
Las pequeñas empresas suelen culpar a la calidad de los leads cuando en realidad fallan en el contacto y seguimiento comercial; implementar automatización en el proceso de nutrición garantiza conversiones mínimas para demostrar ROI y evitar la pérdida de clientes en la agencia.
Like it's absurd. But as an agency, of course, you know, speaking of the small business owner, it becomes a do or die situation because as Ralph just alluded to, that's why he got fired after generating a ginormous number of leads. And unfortunately the business owner number says, you know what? You're right. I just did a crappy job following up. They're never going to blame themselves. They're going to blame you. They're going to be like, no, those leads suck. Your leads with tree guys. That's right. That's right. And this is where I think automation plays such a key role because the nice…
Para agencias principiantes, comenzar captando negocios del entorno geográfico local facilita la construcción de confianza y suele traducirse en tasas de cancelación (churn) significativamente más bajas que intentar escalar globalmente desde el día uno.
um, if you're just getting started, people always ask me, what should I do? I would, I would, I always tell them to stay local, stay focused, like walk out your front door, go start with everybody local to you because a lot of agency life is about building trust with customers. And I find that the local agencies I talked to have the lowest churn rates. They may have some scalability issues, quote unquote, but, um, I think we have some good ways to get help them and get around that. But in general, they have the lowest churn rates. And then the other thing is I find that a lot of people
Cuando un prospecto muestra interés o llama a un negocio local, contactarlo en menos de 5 minutos (o idealmente 2 minutos) es el factor crítico para ganar la venta, ya que la mayoría de los consumidores contrata al primer proveedor que responde sin detenerse a evaluar múltiples ofertas.
when a consumer raises their hand and says, I'm interested, the clock is ticking. And that point, you better get back to that person, you have five minutes or less, or you lose. And I think five minutes or less is tagged off a Harvard business study that was done 10 years ago, my best it's two minutes or less now, but let's just call it five minutes or less and you lose. And so you better follow up. And if you don't, you're going to get put out of business by anybody in from, you know, like me who needs something very quickly. Like they won the business and they immediately came out to the…
Salvo en el comercio electrónico puramente transaccional, el éxito en la adquisición depende de contar con una secuencia rigurosa de seguimiento y nutrición (nurture) que acompañe al lead desde que levanta la mano hasta el cierre; este trabajo constante y poco vistoso es el que realmente define las ventas frente a tácticas publicitarias superficiales.
actually, it doesn't really change as local to non-local. It matters. There's a lead. At some point there's an interest, there's a hand raised, right? And unless that transaction is truly online, you know, in e-com, um, it ultimately, you're going to need a way to get that person through the process. And you need a, you need a platform that helps you do that end to end. And it has to have all of the various components that, you need for that process. But it does always come down to nurture. I, I hate to break it to everybody. I know it sounds repetitive, but it's so true. It's the nurture…
Para contratar una agencia de marketing de forma segura, se debe entrevistar al menos a tres candidatas, solicitar referencias de clientes activos y llamar directamente a dueños de negocios con perfiles similares para validar los resultados reales obtenidos.
because that's not how you should do it. You should call them, speak to three of them, get their references, call their references, call the small business owners that are like you. That's going to tell you everything you need to know.
La captación de tráfico o generación de leads no produce resultados de negocio si no existe una secuencia de seguimiento rápido; una respuesta inmediata por mensaje de texto suele ser suficiente para asegurar la conversión.
You know, the traffic we always say is the sexy part, but it's the conversion. That's actually the non-sexy part that really drives the business forward. the sexy name, but it's like all the traffic in the world isn't going to help out unless you actually do have a follow-up sequence, which is the conversion element. And I think just at a very base level, if you keep that in mind, it's not about the leads that come in the door. It's how are you going to follow up with them? And I think we've given some customers of your agency customer for high level. But the point is like the follow-up, at…
El tráfico y el volumen de prospectos no generan ingresos por sí solos si no existe un sistema estructurado de seguimiento; la rentabilidad y el cierre de ventas se producen en el contacto posterior al lead, por lo que optimizar esta secuencia es más crítico que aumentar la cantidad de visitas o registros.
maybe you're the CMO or the director of marketing or whatever it happens to be, follow up. Make sure that your follow up is right. Even if you get three leads a day instead of 300 leads a day or 3,000 leads that you might get from a Facebook ads agency, it's important. I'm not mentioning any names, rbq.com. The point is, is you've got to have a follow up sequence. It's the money making part. That's the only fun part about it. Just so you know, this is the part where like cash changes hands. Yeah. You can't buy anything with leads or likes or registration. Yep. This is the real metric, the…
El tráfico y el volumen de prospectos no generan ingresos por sí solos si no existe un sistema estructurado de seguimiento; la rentabilidad y el cierre de ventas se producen en el contacto posterior al lead, por lo que optimizar esta secuencia es más crítico que aumentar la cantidad de visitas o registros.
maybe you're the CMO or the director of marketing or whatever it happens to be, follow up. Make sure that your follow up is right. Even if you get three leads a day instead of 300 leads a day or 3,000 leads that you might get from a Facebook ads agency, it's important. I'm not mentioning any names, rbq.com. The point is, is you've got to have a follow up sequence. It's the money making part. That's the only fun part about it. Just so you know, this is the part where like cash changes hands. Yeah. You can't buy anything with leads or likes or registration. Yep. This is the real metric, the…
Si una agencia ofrece un servicio técnico altamente especializado (como Google Ads avanzado), su cliente ideal suelen ser otras agencias generalistas mediante acuerdos de marca blanca, las cuales gestionan la relación con el cliente final y aprecian el valor técnico que una pyme directa no sabe valorar.
That's an interesting point. We've got a lot of white, some of our best clients are our white label agencies because they help manage expectations, communicate with the customer and they're more accountable to the things that I've chosen to abdicate. And I actually disagree with you. Well, and you know, again, it doesn't mean that you shouldn't be who you are. It just means that just as you alluded to your best customers are people who can actually understand your value. going. And so I think if you love and are passionate about something like Facebook marketing or website design or whatever…
En el seguimiento comercial (especialmente por mensajería SMS), no es necesario complicar o variar en exceso los mensajes: basta con insistir de forma directa y reiterada preguntando si es buen momento para agendar o si tienen alguna duda pendiente.
the other thing I get a lot is people be like, yeah, but what would I say in those, you know, seven touch points? And I'm like, actually you say the same thing, same damn thing over and over and over again. You don't even actually have to change the verbiage, but you probably should, but just, just say, just say, Hey, it's now a good time to book. Well, yeah, well, but we're, you know, and the other thing these days with local business, it's almost all about text messaging. So it's, there's no real subject lines in a lot of it, but yes, there's email marketing. Absolutely. But in general…
Rechazar a clientes finales pequeños y canalizar las ventas de software únicamente mediante agencias o socios implementadores evita el abandono por falta de capacidad técnica, asegurando que la tecnología sea configurada y utilizada con éxito.
I mean, I'd just say, we focus on agencies because we know agencies are incredibly important and really the key to small business success. So we've built the entire app around them. So I think our CRM, So we say, you know what? We really would like you to consider going out and finding an agency partner. Here are people that you can call who I think would help you a great deal. And the reason why is super simple. It doesn't matter how great the tools are, but without someone who can help you really take this technology and put it into your business in the way you need it, you're just honestly…
Los negocios locales operan y compran con una expectativa presencial de sus proveedores; intentar venderles servicios costosos a distancia sin visitas ni presencia en su comunidad genera desconfianza al contradecir sus hábitos comerciales cotidianos.
already at a distance. Because the other thing is, if you're truly dealing with local business, remember, they live local, act local, buy local, operate local. So they have a lot of expectation around this local rep for many things. And so there's this already prebuilt expectation that they are already operating locally. So for you to swing in on a tree and charge them what is probably a very high amount of money relative to almost anything they already spend on, and you do so at a distance and you never visit them, that really flies in the face of what they're used to.
Según datos de la industria promovidos por Infusionsoft, el 80% de todas las conversiones de ventas se concretan a partir del séptimo punto de contacto con el prospecto.
gosh, I guess apparently they're good. Infusionsoft has a statistic that they push to their partners a lot. They said that 80% of all conversions happen after the seventh touch point.
Llevar un negocio de 0 a 3 millones de dólares presenta desafíos de supervivencia y validación muy diferentes a escalarlo de 3 a 100 millones, por lo que los consejos de figuras que comenzaron con empresas ya consolidadas rara vez aplican a emprendedores en fase cero.
really, really love Gary Vee. I like what he has to say, but Gary Vee started with a $3 million business. He took a $3 million business, his dad's wine company, and he grew it to a $100 million business. And the problem I have with that is I contend it's harder to grow what Gary Vee's dad did, which is take a $0 business and grow it to a $3 million business. I think it's harder to do than take $3 million and grow to $100 million. And yet Gary Vee gives advice to new stage entrepreneurs thinking that it's the same thing. And I don't think his advice is actually applicable. I have a bone to…
Los profesionales y dueños de pequeños negocios deben delegar el marketing en agencias o especialistas en lugar de tratarlo como una tarea secundaria, ya que dividir la atención técnica perjudica el perfeccionamiento de su oficio principal.
there who disagree, but you know, the big thing is if you're a small business, I just hire a darn agency because, you know, I do think there is this weird idea that somehow marketing is like a side gig, but you know, just think about it. You know, the next time you sit down in the dentist's chair before the dentist starts drilling your teeth, if they start saying like, you know, I've been reading a lot about Google PPC and blogging and content marketing and funnel creation and lead follow-up and they start turning that drill on. How comfortable are you really going to feel about their…
El mayor beneficio del éxito financiero no es la acumulación indefinida de capital por encima del punto de saciedad, sino alcanzar la capacidad y libertad de elegir en qué se invierte el propio tiempo.
million there. But at some point it doesn't really matter because it buys you nothing more than you are. You already have everything you want. And another dollar doesn't help you at all. Literally doesn't do anything for you. You cannot functionally get anything out of the world that you don't already want or have. And so I believe that, yeah. And I would say that there's a great book actually I am reading called the psychology of money. And they say the biggest determinant of happiness tends to be people's ability to choose what they do with their time. They have enough money to create…
HighLevel opera a través de más de 11.000 agencias de marketing, prestando servicio a aproximadamente 280.000 pequeños negocios y cerca de un millón de usuarios.
have, Sean? Do you know? Yeah. So, I mean, we have 11,000 agencies, 280,000 small businesses, and I don't know, probably a million users.
Esta es una de las 1872 entrevistas despiezadas. Puedes ver todas, leer las ideas por tema o empezar por la ruta guiada si no sabes por dónde.