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Ep 335: Deep Marketing Insights from Charlie Grinnell, CEO and Co-Founder of RightMetric
17 ideas de marketing sacadas de «Ep 335: Deep Marketing Insights from Charlie Grinnell, CEO and Co-Founder of RightMetric», de DTC Podcast. Sobre todo de…
- 17 ideas despiezadas
- Fuente DTC Podcast
- Dura 46 min
- Publicada en 2023
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Cuantifica antes de copiar: verifica views y engagement, no solo lo bien que se ve
Medición y experimentosLos swipe files y la inspiración sin datos son un peligro: puedes meter en tu carpeta de ideas un contenido que fue un fracaso absoluto. Antes de adoptar algo, verifica cuántas views tuvo y cómo fue el engagement. Sin cuantificar, tu swipe file refleja tus gustos personales y no los de tu audiencia objetivo. Alguien que se hizo viral con un formato específico no garantiza que ese formato funcione en tu nicho.
swipe files but I think the my only beef with swipe files and I don't mean Corey Haynes who started swipe files I'm not talking about like Corey and swipe files I'm talking about the concept as a whole of swipe files um taking things that inspire you is great but a big missing piece of that is quantifying it right because I might take something into my swipe file that I think is awesome it was a complete flop and nobody cared yeah and so that's I think the big thing is like if you're going through Tick Tock and you're scrolling through and you're like oh that's a really interesting piece of…
Escúchalo en el minuto 42:20
Estrategia de contenidosReúne todo el contenido de competidores y líderes de tu nicho en un solo lugar. Agrúpalo por temas y formatos (fotos, videos cortos, stories, posts). Calcula el promedio de views y engagement del total. Superpone los temas y observa cuáles están consistentemente por encima del promedio y cuáles por debajo. El output es una lista priorizada de formatos y temas que puedes dar directamente a tu equipo creativo como…
so we did a huge analysis um digging into all of the top performing content on those different types of channels and what we do is we it's called the social content opportunity analysis that's the name that we have for it basically pull all the content into one place and then we start to group all of the videos into topics and themes right and then what we do is we take uh the average amount of video views and engagement for everything so we're like here's the average and then we layer all of those topics and themes in so you can see like here are the top performing topics and themes and here…
Escúchalo en el minuto 22:01
Espía a tu competencia para ganar, no para copiar
Canales de adquisiciónNo copiar competidores es mal consejo. Si un equipo de fútbol llega al partido sin estudiar al rival, pierde. En marketing pasa lo mismo: no mirar lo que hacen otros en tu espacio es la mejor forma de perder. No se trata de replicar exactamente sino de saber qué funciona y entender por qué, para luego ejecutarlo mejor o adaptarlo a tu contexto. Muchos marketers no miran porque están ocupados o porque les da pereza —…
some people out there are like don't follow your competitors don't copy your competitors I just think it's bad advice imagine being like a sports team and showing up and not studying the other team you're going to play that's a really great way to lose the game it's not copying it's looking at what they're doing just just knowing what they're doing and so many marketers won't even look because they're so busy or maybe they just go ah no we need to do our own thing we need to be Innovative and I think that's where it goes back to this this idea of the early bird gets the worm but the second…
Escúchalo en el minuto 0:45
Canales de adquisiciónAbre una cuenta nueva en TikTok y YouTube que solo siga a tus competidores directos y cuentas de tu nicho. Úsala para investigar: qué contenido publican, qué formatos usan, qué tendencias circulan. Si vas a dedicar tiempo a scrollear, que sea productivo. Puedes usar proxy o cuentas falsas para que el algoritmo no secontamine con contenido personal y te muestre exactamente lo que tus competidores ven.
favorite cus research hacks that I heard at my event in in Las Vegas is just create another Tick Tock account that and only follow people that are in your Niche only followers that are in your Niche only follow all the other competitors in your Niche and just have it on YouTube as well yeah if you're gonna scroll if you're gonna spend some time scrolling spend some time scrolling your competitors and soaking in what they're doing totally fake proxy account like whatever you want to do uh check you know check out their ad like do all of that stuff um and any and I think the one thing that I'll…
Escúchalo en el minuto 41:36
Estrategia de contenidosBusca tendencias virales en TikTok, Instagram o YouTube y crea contenido que las conecte con tu producto o marca — sin parecer forzado ni cutre. Si ves que funciona, ponle gasolina inmediatamente: invierte más en ese formato y haz más variaciones. Netflix hizo esto con la tendencia 'Wednesday' de TikTok: creó un video con el formato de la tendencia, funcionó, y volcó 800k detrás de ese único post.
think after 24 hours like it started to pop and they dumped like a bunch of money behind it they dump like 800k behind that single post oh and so like they just like dump money behind it so like a couple things there from a Content perspective that's really interesting to be like look for Trends hijack one of those Trends and do it in a way that's like not cheesy and shitty but like can you create a solid piece of content that ties into what you're doing so that's number one and then number two is if you see it starting to work well pour more gas on that thing and so like that was one example…
Escúchalo en el minuto 29:34
Estrategia de contenidosBusca tendencias virales en TikTok, Instagram o YouTube y crea contenido que las conecte con tu producto o marca — sin parecer forzado ni cutre. Si ves que funciona, ponle gasolina inmediatamente: invierte más en ese formato y haz más variaciones. Netflix hizo esto con la tendencia 'Wednesday' de TikTok: creó un video con el formato de la tendencia, funcionó, y volcó 800k detrás de ese único post.
think after 24 hours like it started to pop and they dumped like a bunch of money behind it they dump like 800k behind that single post oh and so like they just like dump money behind it so like a couple things there from a Content perspective that's really interesting to be like look for Trends hijack one of those Trends and do it in a way that's like not cheesy and shitty but like can you create a solid piece of content that ties into what you're doing so that's number one and then number two is if you see it starting to work well pour more gas on that thing and so like that was one example…
Escúchalo en el minuto 29:34
No puedes leer la etiqueta desde dentro del frasco
Estrategia y decisiones de negocioLos empresarios están ciegos a sus propios puntos ciegos porque conocen demasiado bien su negocio. No ven lo que sus clientes realmente hacen, lo que sus competidores están haciendo mejor, ni las audiencias que podrían estarles esperando sin que lo sepan. Este sesgo结构性 afecta todas las decisiones: desde qué contenido producir hasta qué precios fijar. La única forma de romperlo es mirar sistemáticamente hacia fuera.
uncover their blind spots because as we all know it's hard to see the label when you're inside the Jam Jar we cover that you and I love is where like you can't read the label when you're inside the jar yeah can't you don't always don't Sloop when you're inside the tube
Escúchalo en el minuto 0:23
Selecciona influencers con datos de campañas, no por follows o intuición
Canales de adquisiciónArmar una lista de influencers porque el jefe sigue a alguien o porque 'está de moda' es tirar dinero. La forma correcta: mira qué influencers han trabajado con marcas de tu nicho, qué resultados obtuvieron (engagement real, tráfico generado, conversiones), y selecciona en función de eso. Puedes ver esos datos si haces el análisis. Las marcas pagan 50k a influencers sin mirar nada de esto — un error evitable.
right like that's another topic is like what influencers should we work with who should we work with and they'll put together a list of influencers that they want to work with because you know so-and-so's boss follows that person and thinks they're cool um instead of getting an understanding of like this is the audience we're trying to reach these are the people who have influence over said audience and this is who this is examples of the types of campaigns that they've done with brands in the past that have shown success and you know you can see like do they drive traffic how much awareness…
Escúchalo en el minuto 24:06
Medición y experimentosAntes de planificar la temporada alta, usa Semrush o SimilarWeb para ver qué hicieron tus competidores el año pasado: qué offers corrieron, qué creatividades usaron, qué resultados obtuvieron. Revisa tu propia retrospectiva: qué funcionó, qué no, qué supuestos tenías que eran falsos. Y ten en cuenta que el contexto cambia: el año pasado puede no repetirse tal cual. Este trabajo de inteligencia pre-temporada es lo…
yeah I think I I think where I would start is there for their tools that you can use out there whether it's similar web or sem rush or like these types of tools that exist use those to go back where you can and see what happened last year just to see like who did what where um because I think history history can be great it's not going to give you all the answers but just like getting an understanding of of that um is a really good solid solid foundation and then look back at your strategy last year okay what worked well for us what didn't work well what were the assumptions that we made…
Escúchalo en el minuto 39:52
Investigación de mercado y clienteMirar solo tus propios datos (Google Analytics, Shopify, email) es como explorar el paisaje con un ojo cerrado. Los puntos ciegos más peligrosos son los que ni siquiera sabes que existen. Una empresa de bebidas deportivas descubrió por inteligencia de mercado que su audiencia principal no eran atletas sino madres lactantes — un segmento que nunca habría emergido de sus propios datos históricos. La lección: para…
last decade has really been about marketers using their own data right so whether that's looking at you know your Google analytics your Shopify data your Performance Marketing data email data you name it like we've always like looked at that and been like huh that's interesting that's working and like let's go do more of that and that's all that's all great fine and dandy and that will continue to be a thing into the future absolutely but the scale button exactly like can I just press the button to be like scale please yeah um and so that's not going anywhere um but that's only half the…
Escúchalo en el minuto 12:25
Sé una empresa de medios, no solo un vendedor
Estrategia de contenidosSi la gente no va a comprar hoy, ¿cómo puede pasar tiempo con tu marca? Crear contenido que atraiga aunque no haya intención de compra inmediata…
now marketing like a media company right Red Bull was kind of the original gangster in doing that and so um this idea of hey if people aren't going to buy the product or service that you're selling how can they still spend time with your brand and that's something that I think about a lot in in marketing is okay at the end of the day you know Red Bull's selling an energy drink but the the whole kind of idea there is okay if they're not going to buy the energy drink you're still going to spend time with our brand whether you're going to watch our content you're going to come to our site and I…
Escúchalo en el minuto 5:14
Una marca de comida para mascotas evitó quemar 1M USD en contenido equivocado
Estrategia de contenidosUna empresa de pet food tenía un plan de contenido de más de un millón de dólares para Instagram y TikTok. RightMetric hizo el análisis de contenido y descubrió que 5 de sus 6 ideas estaban en el tercio inferior de rendimiento de su nicho. Pudieron pivortar antes de grabar una sola pieza. Sin el análisis habrían producido contenido que nadie consumía y luego habrían metido dinero detrás pensando que el problema era…
what what they've led to totally so uh I can talk about a uh pet food company that came to us and they uh had this big content plan that they had put together and they were like hey you know we really want to focus on these types of platforms I think it was like Instagram Tick Tock and they were like yeah we've kind of come up we've had this creative brainstorm session we have all these ideas and they were like but you know before we go invest I think they were going to spend like over a million bucks shooting all this stuff um they were like we just want to make sure that like we're headed…
Escúchalo en el minuto 21:27
Marca y posicionamientoEl estudio de 50 años de las empresas más exitosas revela que la mayoría fueron 'second movers' — no inventaron nada nuevo, ejecutaron mejor lo que otros habían demostrado que funcionaba. Apple no inventó el ratón ni el smartphone. Warren Buffett aplica esto literalmente a las inversiones: quiere estar en la lista de distribución de los informes anuales de los competidores. En marketing, esto se traduce en: no…
a study of the most successful companies over the last 50 years the thing they had in common they were second movers and so I just think about that as like we as marketers are like we have to innovate we have to innovate and I I just go like you don't necessarily have to innovate you just have to do the thing well apple apple wasn't the first thing like Steve Jobs openly talked about how he was like oh yeah like I saw the Xerox or the compact like whatever saw the thing and that gave me the idea for the first Mouse and it's like he didn't invent that he just like was a fast second and did a…
Escúchalo en el minuto 15:49
Estrategia y decisiones de negocioLa IA es excelente para ejecutar tareas manuales (contar posts, limpiar spreadsheets, visualizar datos). Donde falla es en el contexto y la sutileza: saber qué datos alimentar, qué preguntas hacer, cómo interpretar los resultados. El valor humano está en ser el upstream: decidir qué entra en el sistema y validar que lo que sale tiene sentido. El equipo más eficiente usa IA para lo repetitivo pero mantiene humanos en…
human process and I think that's the thing is like um why we kind of built our our company is like we're using over 30 different data tools uh to pull all this stuff together and I've been asked over and over again why don't you just build a tool and my kind of response is every marketer I've talked to the last thing they want is another login to another tool um so yeah that's that's I think kind of number one but number two is there's so much contextual Nuance in getting this stuff right and I think that's where AI is amazing but that's where AI falls down is context and that nuance and so I…
Escúchalo en el minuto 25:05
Estrategia y decisiones de negocioLa IA es excelente para ejecutar tareas manuales (contar posts, limpiar spreadsheets, visualizar datos). Donde falla es en el contexto y la sutileza: saber qué datos alimentar, qué preguntas hacer, cómo interpretar los resultados. El valor humano está en ser el upstream: decidir qué entra en el sistema y validar que lo que sale tiene sentido. El equipo más eficiente usa IA para lo repetitivo pero mantiene humanos en…
human process and I think that's the thing is like um why we kind of built our our company is like we're using over 30 different data tools uh to pull all this stuff together and I've been asked over and over again why don't you just build a tool and my kind of response is every marketer I've talked to the last thing they want is another login to another tool um so yeah that's that's I think kind of number one but number two is there's so much contextual Nuance in getting this stuff right and I think that's where AI is amazing but that's where AI falls down is context and that nuance and so I…
Escúchalo en el minuto 25:05
YouTube Shorts es el dark horse del video social
Estrategia de contenidosTodo el mundo habla de TikTok e Instagram como las plataformas de video social, pero YouTube Shorts tiene una ventaja de infraestructura que las otras no tienen: el algoritmo de recomendación de YouTube. Eso le da una capacidad de descubrimiento que las otras no pueden igualar fácilmente. Charlie Grinnell lo considera un activo subestimado con enorme potencial para marcas que quieran diferenciarse de la competencia…
movements totally I mean one of the ones that I would call out that we haven't even talked about is like I think YouTube and shorts specifically are a dark horse uh in terms of like the social video side of things I think everyone has been like oh like Tick Tock and Instagram and I'm like shorts is like right there and they have a fascinating underlying piece of infrastructure that gives them an advantage that their Instagram and Tick Tock don't right so I mean I have a whole Spiel that we could go down a rabbit hole on that we could save that for another episode or talk about it now but um…
Escúchalo en el minuto 43:58
Aritzia pasó de 870M a 2.500M USD en cinco años sin tocar EE.UU.
Marca y posicionamientoAritzia es un caso de marca que crece sin necesidad de expandirse internacionalmente. En 2018 tenía 870M USD de facturación; cinco años después proyectaba 2.500M, doblando en ese periodo. 80% de sus tiendas están en Canadá y solo 20-25 en EE.UU. La marca es第三人称零售 familia con más de 30 años de trayectoria, conocida por su estética cuidada y su capacidad de detectar tendencias. Su e-commerce comenzó en 2013…
there was incredible brand um their business is absolutely crushing I think it's publicly traded now so I think you can go see the filings when I was there and 20 when did I leave I left 2018. I think the business was like 870 million in Revenue this year next year they're projecting two and a half million so like you know doubling in five years is pretty good um and I think that they haven't even touched the US so that's like primarily when you look at the breakdown of their stores I think um e-com aside but their store footprint I think like you know 80 percent of their stores are in Canada…
Escúchalo en el minuto 8:41
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