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Ep 33: Gut Instincts For DTC Growth with BIOHM Health’s CEO Afif Ghannoum
42 ideas de marketing sacadas de «Ep 33: Gut Instincts For DTC Growth with BIOHM Health’s CEO Afif Ghannoum», de DTC Podcast. Sobre todo de canales de…
- 42 ideas despiezadas
- Fuente DTC Podcast
- Dura 54 min
- Publicada en 2020
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Construir relaciones con embajadores requiere inversion personal y acceso exclusivo, no solo envio de activos
Retención y relación con el clienteLas marcas cometen el error de enviar activos genericos y exigir ventas. Los embajadores de alto rendimiento requieren atencion personalizada: acceso a prototypes antes que nadie, IG Lives con el fundador, y muestra de que la marca invierte en la relacion. Incluso los embajadores que no generan muchas ventas producen testimonios video de gran valor.
a lot of brands overlook they think i'm just gonna send you a bunch of assets and you know if you're getting commission and uh why aren't you selling stuff and it's like no no you have to show these people like that you really care about their relationship and frankly some of the people we spend the most time with they don't really generate much in sales but man their testimonial videos are amazing for us you know what i mean like yeah really and we'll use those in email funnels so um but the part that surprises people is we don't use an agency it is just lock and loaded just spreadsheet…
Escúchalo en el minuto 33:54
No levantes capital a menos que lo necesites: necesitars el doble de lo que piensas y tardara mas de lo esperado
Estrategia y decisiones de negocioEl consejo principal de Afif: no levantes dinero a menos que sea necesario. Necesitaras el doble de lo que calculas y tardara mas. Suena a clich pero es la verdad mas cierta. Esto aplica especialmente a DTC donde la Unit Economics lo es todo.
listeners out there don't raise money unless you have to you probably need double the amount of money you think you do and it is going to take a lot longer than you think it is and you know that's it sounds cliche but it is i promise you the most true thing you will come across and the other thing is it's hard right the hardest thing about any of this is just sort of making progress but it if it you know again the classic cliche if it was easy everyone would do it it is definitely doable but it comes down to like are you wanting to be the last man standing you know yeah and that's that really…
Escúchalo en el minuto 51:26
No levantes capital a menos que lo necesites: necesitars el doble de lo que piensas y tardara mas de lo esperado
Estrategia y decisiones de negocioEl consejo principal de Afif: no levantes dinero a menos que sea necesario. Necesitaras el doble de lo que calculas y tardara mas. Suena a clich pero es la verdad mas cierta. Esto aplica especialmente a DTC donde la Unit Economics lo es todo.
listeners out there don't raise money unless you have to you probably need double the amount of money you think you do and it is going to take a lot longer than you think it is and you know that's it sounds cliche but it is i promise you the most true thing you will come across and the other thing is it's hard right the hardest thing about any of this is just sort of making progress but it if it you know again the classic cliche if it was easy everyone would do it it is definitely doable but it comes down to like are you wanting to be the last man standing you know yeah and that's that really…
Escúchalo en el minuto 51:26
Construir relaciones con embajadores requiere inversion personal y acceso exclusivo, no solo envio de activos
Retención y relación con el clienteLas marcas cometen el error de enviar activos genericos y exigir ventas. Los embajadores de alto rendimiento requieren atencion personalizada: acceso a prototypes antes que nadie, IG Lives con el fundador, y muestra de que la marca invierte en la relacion. Incluso los embajadores que no generan muchas ventas producen testimonios video de gran valor.
a lot of brands overlook they think i'm just gonna send you a bunch of assets and you know if you're getting commission and uh why aren't you selling stuff and it's like no no you have to show these people like that you really care about their relationship and frankly some of the people we spend the most time with they don't really generate much in sales but man their testimonial videos are amazing for us you know what i mean like yeah really and we'll use those in email funnels so um but the part that surprises people is we don't use an agency it is just lock and loaded just spreadsheet…
Escúchalo en el minuto 33:54
Canales de adquisiciónEn lugar de ir por el nicho principal de wellness (nutricionistas, influencers clasicos), BIOHM fue a nichos adyacentes: keto, bodybuilders, CrossFit. Gente fitness que compra suplementos pero que no recibe mensajes de marcas de wellness. El proceso era simple: enviar muestras de 3 productos, hacer seguimiento, ofrecer programa de afiliados con 15-20% de comision.
maybe you know maybe they're willing to and then if they liked it hey we have this ambassador program you make 15 20 here's your link and then slowly but surely you built it up and what we found was like you know 90ish percent of them generate you know between 10 and 100 bucks a month in sales but there's a couple of whales that are really really outside so we have this one um influencer she generates just herself 200 000 plus a month in sales and we cut her 20 000 plus commission checks every month and she's phenomenal she's like our unicorn and it was like and by the way she didn't start…
Escúchalo en el minuto 32:15
Canales de adquisiciónEn lugar de ir por el nicho principal de wellness (nutricionistas, influencers clasicos), BIOHM fue a nichos adyacentes: keto, bodybuilders, CrossFit. Gente fitness que compra suplementos pero que no recibe mensajes de marcas de wellness. El proceso era simple: enviar muestras de 3 productos, hacer seguimiento, ofrecer programa de afiliados con 15-20% de comision.
maybe you know maybe they're willing to and then if they liked it hey we have this ambassador program you make 15 20 here's your link and then slowly but surely you built it up and what we found was like you know 90ish percent of them generate you know between 10 and 100 bucks a month in sales but there's a couple of whales that are really really outside so we have this one um influencer she generates just herself 200 000 plus a month in sales and we cut her 20 000 plus commission checks every month and she's phenomenal she's like our unicorn and it was like and by the way she didn't start…
Escúchalo en el minuto 32:15
Ofrecer valor unico a medios (consulta personal del fundador + test de producto) abre puertas de PR que dinero no puede comprar
Canales de adquisiciónPara obtener cobertura en publicaciones, BIOHM ofrece al periodista un test de microbioma seguido de una consulta personal donde el fundador le explica sus resultados. Ese nivel de valor personal es dificil de rechazar para un periodista y genera contenido interesante para su audiencia.
one of the our secret weapons too that we get a lot of play with publications is we'll say listen we'll send you a microbiome test and we'll have my dad personally walk you through your results right like that that is that is serious value for that journalist right and you know it's it's interesting for their audience so a lot of it is is like we look for those points so the really the system is it's sort of descending order of priority and that's not because of not caring about everyone it's it's impossible to do it well for for everyone right so you kind of have to pick your points so you…
Escúchalo en el minuto 35:30
Ofrecer valor unico a medios (consulta personal del fundador + test de producto) abre puertas de PR que dinero no puede comprar
Canales de adquisiciónPara obtener cobertura en publicaciones, BIOHM ofrece al periodista un test de microbioma seguido de una consulta personal donde el fundador le explica sus resultados. Ese nivel de valor personal es dificil de rechazar para un periodista y genera contenido interesante para su audiencia.
one of the our secret weapons too that we get a lot of play with publications is we'll say listen we'll send you a microbiome test and we'll have my dad personally walk you through your results right like that that is that is serious value for that journalist right and you know it's it's interesting for their audience so a lot of it is is like we look for those points so the really the system is it's sort of descending order of priority and that's not because of not caring about everyone it's it's impossible to do it well for for everyone right so you kind of have to pick your points so you…
Escúchalo en el minuto 35:30
Retención y relación con el clienteEl programa de embajadores de BIOHM produce entre 10 y 100 USD/mes por ambassador en su mayoria, con algunos que generan mas de 200.000 USD/mes en ventas y comisiones de 20.000 USD/mes. Los embajadores tambien producen testimonios en video que se reutilizan en email funnels, generando valor de contenido mas alla de las ventas directas.
was like you know 90ish percent of them generate you know between 10 and 100 bucks a month in sales but there's a couple of whales that are really really outside so we have this one um influencer she generates just herself 200 000 plus a month in sales and we cut her 20 000 plus commission checks every month and she's phenomenal she's like our unicorn and it was like and by the way she didn't start out that way it for 18 months she did a little bit and then she just sort of caught her groove her audience started building and it just you know so but it came out what he's doing yeah are for us…
Escúchalo en el minuto 32:26
Retención y relación con el clienteEl programa de embajadores de BIOHM produce entre 10 y 100 USD/mes por ambassador en su mayoria, con algunos que generan mas de 200.000 USD/mes en ventas y comisiones de 20.000 USD/mes. Los embajadores tambien producen testimonios en video que se reutilizan en email funnels, generando valor de contenido mas alla de las ventas directas.
was like you know 90ish percent of them generate you know between 10 and 100 bucks a month in sales but there's a couple of whales that are really really outside so we have this one um influencer she generates just herself 200 000 plus a month in sales and we cut her 20 000 plus commission checks every month and she's phenomenal she's like our unicorn and it was like and by the way she didn't start out that way it for 18 months she did a little bit and then she just sort of caught her groove her audience started building and it just you know so but it came out what he's doing yeah are for us…
Escúchalo en el minuto 32:26
Estrategia y decisiones de negocioCuanto mas riesgo demuestres (con EBITDA positivo), menos riesgo representa tu empresa para el inversor y mas dispuestos estan a entrar y a mejor valoracion. El consejo: enfocate en el bottom line lo antes posible y retrasa fundraising tanto como puedas.
you know yeah and that's that really uh behooves all entrepreneurs listening this to really focus on ebitda which is something that you you go back to that beginning where you don't have to be reliant on injections of capital all the time really focus on your bottom line right away as soon as you can right and and delay raising it for as long as possible because the the more listen any investment is about showing them it's a de-risked opportunity so the more risky the less they're willing to pay and the less risky the more they want to be in your world and that's actually the you know the…
Escúchalo en el minuto 52:00
Outreach a publicaciones requiere follow-up constante: meses de persistencia para obtener una pieza en Forbes
Canales de adquisiciónConseguir Contributor en Forbes tomo varios meses de seguimiento constante. La tactica incluye: contratar un freelancer por 50 USD para compilar contactos de editores de top 50-100 publicaciones, usar una plantilla de email para outreach masivo, y hacer seguimiento paciente. Una vez dentro del sistema de contributor, se tiene acceso completo al backend.
i i talked through it really quickly but the forbes thing is a perfect example so in my mind i i can't remember i remember i don't remember who it was but someone someone explained to me like the whole contributor thing right like hey no you can write for these really big publications they need content right so i found a dude i think in pakistan and i think it was like 50 bucks and i said just find me you know top i think it was top 50 or 100 business publications i want the editor and their contact information in like two days he found it and then i gave him the form email i let him from my…
Escúchalo en el minuto 36:41
Outreach a publicaciones requiere follow-up constante: meses de persistencia para obtener una pieza en Forbes
Canales de adquisiciónConseguir Contributor en Forbes tomo varios meses de seguimiento constante. La tactica incluye: contratar un freelancer por 50 USD para compilar contactos de editores de top 50-100 publicaciones, usar una plantilla de email para outreach masivo, y hacer seguimiento paciente. Una vez dentro del sistema de contributor, se tiene acceso completo al backend.
i i talked through it really quickly but the forbes thing is a perfect example so in my mind i i can't remember i remember i don't remember who it was but someone someone explained to me like the whole contributor thing right like hey no you can write for these really big publications they need content right so i found a dude i think in pakistan and i think it was like 50 bucks and i said just find me you know top i think it was top 50 or 100 business publications i want the editor and their contact information in like two days he found it and then i gave him the form email i let him from my…
Escúchalo en el minuto 36:41
Estrategia y decisiones de negocioCuanto mas riesgo demuestres (con EBITDA positivo), menos riesgo representa tu empresa para el inversor y mas dispuestos estan a entrar y a mejor valoracion. El consejo: enfocate en el bottom line lo antes posible y retrasa fundraising tanto como puedas.
you know yeah and that's that really uh behooves all entrepreneurs listening this to really focus on ebitda which is something that you you go back to that beginning where you don't have to be reliant on injections of capital all the time really focus on your bottom line right away as soon as you can right and and delay raising it for as long as possible because the the more listen any investment is about showing them it's a de-risked opportunity so the more risky the less they're willing to pay and the less risky the more they want to be in your world and that's actually the you know the…
Escúchalo en el minuto 52:00
Gestionar embajadores internamente con un spreadsheet es mas efectivo que usar agencia externa
Canales de adquisiciónBIOHM no usa agencia para su programa de embajadores: lo operan con personas junior y practicantes que hacen outreach sistemativo via spreadsheet. La clave es volumen de outreach mas iteracion constante. Es un hamster wheel que se refina con el tiempo y genera mejores supuestos y conexiones.
especially like a lot of publication so one of the our secret weapons too that we get a lot of play with publications is we'll say listen we'll send you a microbiome test and we'll have my dad personally walk you through your results right like that that is that is serious value for that journalist right and you know it's it's interesting for their audience so a lot of it is is like we look for those points so the really the system is it's sort of descending order of priority and that's not because of not caring about everyone it's it's impossible to do it well for for everyone right so you…
Escúchalo en el minuto 35:28
Gestionar embajadores internamente con un spreadsheet es mas efectivo que usar agencia externa
Canales de adquisiciónBIOHM no usa agencia para su programa de embajadores: lo operan con personas junior y practicantes que hacen outreach sistemativo via spreadsheet. La clave es volumen de outreach mas iteracion constante. Es un hamster wheel que se refina con el tiempo y genera mejores supuestos y conexiones.
especially like a lot of publication so one of the our secret weapons too that we get a lot of play with publications is we'll say listen we'll send you a microbiome test and we'll have my dad personally walk you through your results right like that that is that is serious value for that journalist right and you know it's it's interesting for their audience so a lot of it is is like we look for those points so the really the system is it's sort of descending order of priority and that's not because of not caring about everyone it's it's impossible to do it well for for everyone right so you…
Escúchalo en el minuto 35:28
La tactica de acquiring harvest (suscripcion barata al inicio + descuento 25% agresivo) aumenta volumen pero tambien churn
Oferta y precioEsta tactica de suscripcion (precio muy bajo al inicio + descuento 25%) genera muchos numeros pero eleva el churn. Es una herramienta poderosa pero con tradeoff: la marca entrena a sus clientes a esperar descuentos, y puede crear un ciclo dificil de salir.
name now but he one of your guys talked about this really interesting subscription funnel right where it was like really cheap up front and then he hit people with like a 25 off sale that i was like that is really smart you know so it's here and harvest acquiring harvest yeah that was the term yeah so i actually went to the team i'm like what do you guys think about this and you know the there's balance right because you're going to get a ton of it obviously i don't know what he's doing but like at the tradeoff is you're going to get a lot of numbers but you're probably going to get your…
Escúchalo en el minuto 40:12
Las marcas DTC pueden permitirse CAC negativo si conocen su LTV: aceptar perder en la primera compra sabiendo que el cliente se queda 6 meses
Medición y experimentosLa logica de CAC negativo viene de Proactive Solutions (marca de acne): pagaban 40 USD por adquirir un cliente que se quedaba 6 meses y dejaba 200 USD netos. Si la LTV es predecible y hay capital, front-loading del spend de medios es valido. La advertencia: sin capital pesado, el cash flow puede matar antes de que la matematica funcione.
yeah so i can't talk about like the specific specifics but the way the analysis i always use i entered into d2c with this was proactive solutions which everyone knows about the acne uh guys i remember we were buying for that old product we were buying remnant tv which is basically direct response tv it's like 60 off but you don't have much control over when the ads run but you can end up with like an hgtv app for you know 400 bucks or something instead of 2 000. so i i got to know the media agency pretty well and they had done a lot of stuff for proactive and they were saying like yeah yeah…
Escúchalo en el minuto 38:39
Las marcas DTC pueden permitirse CAC negativo si conocen su LTV: aceptar perder en la primera compra sabiendo que el cliente se queda 6 meses
Medición y experimentosLa logica de CAC negativo viene de Proactive Solutions (marca de acne): pagaban 40 USD por adquirir un cliente que se quedaba 6 meses y dejaba 200 USD netos. Si la LTV es predecible y hay capital, front-loading del spend de medios es valido. La advertencia: sin capital pesado, el cash flow puede matar antes de que la matematica funcione.
yeah so i can't talk about like the specific specifics but the way the analysis i always use i entered into d2c with this was proactive solutions which everyone knows about the acne uh guys i remember we were buying for that old product we were buying remnant tv which is basically direct response tv it's like 60 off but you don't have much control over when the ads run but you can end up with like an hgtv app for you know 400 bucks or something instead of 2 000. so i i got to know the media agency pretty well and they had done a lot of stuff for proactive and they were saying like yeah yeah…
Escúchalo en el minuto 38:39
Estrategia y decisiones de negocioAntes de salir a levantar, demuestra el concept con poco dinero. Se puede lograr un proof of concept solido por 10-20K USD si se opera lean. Esto te da datos para negociar desde posicion de fuerza con inversores y reduce el riesgo percibido.
things like you can get very good proof of concept for actually you know ten thousand bucks twenty thousand bucks like so just do that first before you actually try and raise
Escúchalo en el minuto 52:40
Estrategia y decisiones de negocioAntes de salir a levantar, demuestra el concept con poco dinero. Se puede lograr un proof of concept solido por 10-20K USD si se opera lean. Esto te da datos para negociar desde posicion de fuerza con inversores y reduce el riesgo percibido.
things like you can get very good proof of concept for actually you know ten thousand bucks twenty thousand bucks like so just do that first before you actually try and raise
Escúchalo en el minuto 52:40
La tactica de acquiring harvest (suscripcion barata al inicio + descuento 25% agresivo) aumenta volumen pero tambien churn
Oferta y precioEsta tactica de suscripcion (precio muy bajo al inicio + descuento 25%) genera muchos numeros pero eleva el churn. Es una herramienta poderosa pero con tradeoff: la marca entrena a sus clientes a esperar descuentos, y puede crear un ciclo dificil de salir.
name now but he one of your guys talked about this really interesting subscription funnel right where it was like really cheap up front and then he hit people with like a 25 off sale that i was like that is really smart you know so it's here and harvest acquiring harvest yeah that was the term yeah so i actually went to the team i'm like what do you guys think about this and you know the there's balance right because you're going to get a ton of it obviously i don't know what he's doing but like at the tradeoff is you're going to get a lot of numbers but you're probably going to get your…
Escúchalo en el minuto 40:12
De paper científico a empresa en 1 mes ya producto en 6 meses: validar con datos reales
Estrategia y decisiones de negocioLanzar rápido —paper en septiembre, empresa en octubre, venta en marzo— permite validar la hipótesis con datos reales de mercado antes de seguir invirtiendo.
fast so we he had this paper in september 2016 uh october i formed the company and we launched march one right so i had a pretty good inkling around to something because forbes i kind of approached them and i people always ask me like how do
Escúchalo en el minuto 6:01
Ofrecer a una publicación de terceros documentar tu viaje pre-lanzamiento genera audiencia pre-calentada
Canales de adquisiciónAntes de lanzar, ofrecer a una publicación relevante documentar el proceso genera contenido gratuito que pre-calienta a una audiencia genuinamente interesada.
uh the the voice of the d2c uh newsletter who's joining us on this interview um and a quick note too a shout out to my first million we're obviously huge
Escúchalo en el minuto 2:06
La rentabilidad sostenida es la mejor protección contra ciclos de funding
Estrategia y decisiones de negocioEn momentos de crisis (como COVID), las marcas con rentabilidad sostenida sobreviven mientras que las dependientes de funding enfrentan problemas graves cuando el grifo se cierra.
is in uh profitability because you're seeing it now with kovid you know all these things go in cycles and like being in cleveland where we are we're not in those worlds where it's just unending funding and you're seeing it now there's some brands that you know spigot's been turned off and they're in serious trouble so you know our team's 11 people i know other companies may be slightly bigger on us they have 150 people you know so for for us that's really what we're focused on um and the
Escúchalo en el minuto 18:05
Las tres palancas de rentabilidad: margen bruto, overhead y marketing como porcentaje de ingresos
Oferta y precioLa mejora del EBITDA se controla con tres buckets: (1) margen bruto y COGS, (2) overhead y payroll, y (3) marketing como porcentaje de ingresos. Los dos primeros son más controlables.
is so critical to control and i will not approach any product idea before we understand what is our gross margin and you know you can't approach it like a cfo because if you're just like oh we need you know 65 margin so we just price it here to do that that doesn't work if now you're you know 50 above the market so it's really a little bit of a nuanced gross margin side the second bucket is just pure overhead right like operations overhead uh payroll because that especially when you're growing can be probably if depending on where you're at like between that and marketing your biggest expense…
Escúchalo en el minuto 19:58
El follow-up persistente (hasta 80 emails) es el diferenciador para conseguir cobertura
Canales de adquisiciónLa persistencia en el seguimiento es lo que diferencia a quienes logran cobertura de quienes no. Enviar hasta 80 emails de seguimiento puede ser necesario para conseguir que responda un editor.
you have to be consistent you have to i am the king of annoying follow-up like i will not like if eric had not gotten back to me i would have emailed him about 80 times right and you know that's that's how sometimes you get the first domino to fall you know
Escúchalo en el minuto 13:26
Canales de adquisiciónEn deals de contenido pago, ofrecer al creador correr ads a su propia audiencia o pixelar su contenido genera más valor que simplemente pagar por la mención.
the other thing i would do um we do this with our heavy-duty influencers and then some content people will do some won't we we'll ask them to actually run ads on our behalf and we'll pay for the ad spend to their audience or we'll pixel their content you know so there's different ways to get like
Escúchalo en el minuto 26:05
El mensaje 'no es tu culpa que no lo supieras' es uno de los más poderosos en marketing
Mensaje y copywritingReposicionar al cliente como alguien a quien no se le explicó bien —no como alguien que se equivocó— valida su frustración previa y abre la puerta a tu solución con empatía.
this other thing that we now know and that's such a powerful marketing position to to be able to have out there in the world is there anyone else who's caught up is there other people that have started to add fungi to their probiotics so there are probiotics that have fungi in them but we specifically created it to balance out
Escúchalo en el minuto 16:29
Un programa de ambassadors genera UGC auténtico que reduce el CAC
Retención y relación con el clienteLos ambassadors generan testimonios auténticos que funcionan como prueba social, reduciendo la necesidad de contenido producido profesionalmente y el costo de adquisición.
uh we have super robust ambassador program we use a lot of that for uh user generated content like they're fabulous testimonials because you know people know they're being authentic and not we don't have to go down the influence or we can talk about that rabbit hole in a minute but we use a lot of it for testimonials social proof a ton of what we use it for right and
Escúchalo en el minuto 23:27
Canales de adquisiciónLas menciones y enlaces en medios externos generan backlinks que fortalecen la autoridad de dominio de forma sostenida, beneficiando el SEO a largo plazo.
interesting um and we developed biome to actually counteract what was going on in this biofilm and we
Escúchalo en el minuto 5:17
Canales de adquisiciónAl comprar contenido patrocinado, negociar siempre un email blast dedicado y acceso a métricas; muchas publicaciones medianas sobreviven solo de esos deals y es su única propuesta real.
except for maybe the mega mega ones um you doing a deal with them will keep the lights on for the month right especially some of these that they seem big but they're actually like five people running um so i would always say listen if i'm gonna pay for you to do an article i need to be in a dedicated email blast and i'd want to understand those metrics because obviously we maybe not obviously but email's still like super powerful
Escúchalo en el minuto 25:39
Estrategia y decisiones de negocioPensar el modelo de adquisición como hourglass en vez de embudo cambia cómo se asignan recursos: hay que invertir igual en retención que en adquisición.
totally yeah my favorite analogy is that it's not it's not a funnel but it's an hourglass and um and i think actually that'd be a great segue into
Escúchalo en el minuto 23:02
Estrategia de contenidosConseguir una o dos piezas de contenido sin un plan metodológico es inútil. Hay que trazar el recorrido completo del cliente y asignar contenido a cada etapa.
thing you can do is like try and get one or two content pieces or pay for content and it's really without purpose you know it really needs to be methodical which again all this stuff sounds very basic but but it's not because you really have to plan it out you really have to be purposeful about it so it is rocket science so
Escúchalo en el minuto 28:40
Canales de adquisiciónIr a conferences del sector (Expo West, Mindbodygreen) permite construir relaciones que derivan en cobertura orgánica. Si tienes algo genuino, no estás molestando.
but you know if there was someone i wanted to get into i i would work through the connections and i i got a lot of those good connections going to like conferences right so like the expo west's uh mind by degree revitalize like for us those are important conferences and just putting putting yourself out there and you know at the end of the day um if you're not a dick people will deal with you right like if you're a nice person they see your earnest you're actually like not a shyster which in you know the supplement world sometimes you know it is an issue like people really want to help you…
Escúchalo en el minuto 15:24
Alquilar audiencias de terceros es más rápido que construir la tuya propia
Canales de adquisiciónLas publicaciones con audiencias grandes y leales (como Goop) te permiten llegar a ojos que no tendrías el día uno; si confían en ti, su audiencia llega mucho más tibia a tu funnel.
audience is going to be you know much warmer coming in into our funnels they're losing something in the funnel then just knowing that they'll percolate through the links in these articles which you use utms on to track or just
Escúchalo en el minuto 10:12
Oferta y precioNo se fija el precio para alcanzar un margen objetivo: se pregunta primero si el precio de mercado permite mantener el margen bruto necesario, antes de invertir en el producto.
before we understand what is our gross margin and you know you can't approach it like a cfo because if you're just like oh we need you know 65 margin so we just price it here to do that that doesn't work if now you're you know 50 above the market so it's really a little bit of a nuanced
Escúchalo en el minuto 20:04
Los podcasts de marca son plataformas de contenido para exchange con partners
Estrategia de contenidosCrear un podcast de marca genera contenido que se usa para intercambiar presencia en podcasts de invitados, creando un ecosistema de cross-promotion con valor mutuo.
out our own microbiome focus podcast right so the idea was um you know making it accessible again not not rocket science that that's one of the big challenges in wellness is how do you make these important wellness topics accessible to consumers but what i found it very useful to do was if there were guests or publications i wanted to get on one of the big value propositions for them is like listen if you come on up you know if you let me on your podcast like you can come on ours and you know it's just a nice ecosystem and honestly creates great value for them we do microbiome monday emails…
Escúchalo en el minuto 27:43
Posicionar al fundador como científico genuino genera más credibilidad que la apariencia pulida
Marca y posicionamientoUn fundador que no es slick pero suena a científico genera más confianza —especialmente en espacios donde hay desconfianza— que la comunicación corporativa típica.
sort of bring my dad's academic science out of the ivory tower into you know products and we did that first by um buying an old glaxo smith klein brand uh called oasis and we just innovated off that ended up selling products in about 27 000 stores and really built um you know expertise around taking science consumerizing it with heavy duty
Escúchalo en el minuto 4:00
Canales de adquisiciónLas firmas de PR tienen entre 3 y 5 contactos realmente buenos en medios; fuera de esos contactos operan igual que cualquier outreach en frío, así que hay que hacer trabajo en paralelo.
so tr firms i get asked about this a lot here's the way and i say this to our investors as well as i said to other entrepreneurs pr is either the best money you've ever spent or the worst money they get you a major publication it's idiot proof we're the smartest people in the room sometimes like and it's through no fault of their own you don't get good publications or it's not maybe it's a quote here and there but it's not these sort of dedicated pieces they're really good if you know if you're dealing with a good pr firm um beyond that they're reaching out cold like you would be reaching out…
Escúchalo en el minuto 14:16
Identificar las 3-5 publicaciones donde tu audiencia consume contenido y perseguirlas
Mensaje y copywritingLas marcas sofisticadas identifican las publicaciones que su audiencia respeta y se enfocan en ellas; es más efectivo que dispersarse en muchas publicaciones menores.
um there's critically important publications in the space so the way i looked at it was i saw looking at other brands uh the savvy brands would link to articles talking about them right so for us in wellness it was like well and good it was mind body green you know obviously goop and you know they these were obviously resonating with with a very passionate audience so i would figure out okay in your industry what are those publications that people rely on right in just like a banshee go after them and some some hit some don't you know
Escúchalo en el minuto 12:45
Reutilizar el contenido de terceros en tus propios canales maximiza su ROI
Estrategia de contenidosEl contenido publicado en medios externos (artículos, podcasts) se reutiliza en canales propios, multiplcando su alcance sin costo adicional.
me the main thing was that once you have all that content you can leverage that content in advertising and seo like you know on on our back end our seo like if i i always forget how to pronounce about ahrefs um we have really strong backlinks why so that you know so
Escúchalo en el minuto 9:31
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