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Ep 404: The Marketing Millennials on Cracking the DTC Success Formula in 2024
12 ideas de marketing sacadas de «Ep 404: The Marketing Millennials on Cracking the DTC Success Formula in 2024», de DTC Podcast. Sobre todo de canales de…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 51 min
- Publicada en 2024
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Marca y posicionamientoMientras el contenido generado por IA produce outputs genéricos y reconocibles, tener copywriters reales, allotted time para thought original y cero AI en ads, email y SMS es una diferenciación real. Los consumidores detectan inmediatamente cuándo algo fue escrito por AI.
if I see one more LinkedIn post or one more Instagram caption that's like let's go on a journey with a rocket emoji it like makes me want to barf and I don't even think people are using like chat gbt 4 I think they're on like the 3.5 and it's free and it it feels all the opposite of authentic or cool and I think if you think about building brand for unscalable practices we have true copywriters that might use AI if they can't think of a word but we don't write ad copy that's AI based we don't write email copy or SMS copy or landing page copy we have true like time allotted for original…
Escúchalo en el minuto 0:00
Iterar más rápido que el competidor es la ventaja principal en DTC en 2024
Canales de adquisiciónLas marcas DTC que ganan en 2024 son las que permiten iteraciones rápidas de creative. Pueden servir 100 o 150 opciones de anuncio mientras un competitor solo aprueba cuatro al mes. Esa velocidad de ejecución marca la diferencia.
allowing for quick iterations and we can serve you know 100 or 150 ad options versus four ads that get approved over a month those are the brands that are the most successful and then the brands that quickly and you mentioned the creative iteration that's so required
Escúchalo en el minuto 8:22
Estrategia de contenidosComentar en posts de otros y observar el engagement del comentario es una forma de bajo riesgo de validar qué resuena. Si un comentario genera muchos likes, convierte esa conversación en contenido propio. Es más seguro que publicar y esperar a ver qué funciona.
comments are the best content when it comes to social um it's a great way to test at a low risk way to just comment and see how many likes the comment gets or how many people engage with the comment and see oh you hit a nerve with the comment and then make content out of that and also being involved in communities around like being in it I think the what people
Escúchalo en el minuto 30:14
Sigue el framework 'Social Costco Sampler': top of funnel amplio, middle funnel profundo
Canales de adquisiciónEl contenido top of funnel debe lograr atención y llevar a alguien al middle funnel. Si puedes generar feeling y reconocimiento de marca en el primer contacto y luego profundizar en el second touch, el journey funciona. El middle funnel es donde se sirve la 'comida completa'.
like if you have middle funnel content that's great um you're the point of like top of funnel is to get as much attention to get someone down to Middle funnel and if you can make someone have a feeling top of funel and bring them into middle funnel they already have some sort of reaction to you and they know your they know your vibe from what you're doing and you bring them into the next part and it's more in depth I like to call a social Costco sampler and then like the next part was like the actual full meal so I think if you don't have a middle funnel like that's when you start going in…
Escúchalo en el minuto 31:41
Los DM personalizados basados en actividad reciente tienen tasas de respuesta superiores
Canales de adquisiciónContactar a alguien vía DM justo después de que publicó algo es el momento de mayor probabilidad de respuesta. Requiere más tiempo que outreach masiva pero las tasas de respuesta son órdenes de magnitud mayores. La calidad del mensaje supera la cantidad.
Daniel and I have a friend who is like a known Twitter personality like he makes like that's his living is he posts these really fun threads and then they go to his newsletter and then they buy his technology and he when he's dming someone that he wants to do an interview with or wants to write a thread about in order to first like strike up when he DMS them he writes them like after they tweet so he knows they're on Twitter and so he can go and see like that that's the most likely time if they send the DM like to hit this person and like get a shot at it because that takes more time than you…
Escúchalo en el minuto 26:57
La mayoría de las marcas sobreestiman los influencers: no saben ejecutarlo ni reclutar los correctos
Canales de adquisiciónLa mayoría de las marcas DTC sobreindexan en influencers porque carecen de la estructura interna para dirigirlos y los influencers que contratan no saben marketing. El resultado es contenido sin hook ni autenticidad. Los mejores influencers dominan tanto la creación como el marketing.
people are over indexing on influencers um because a lot of Brands don't know how to work with influencers one and then two like the influences they work with don't know marketing so um like it's that's different than ugc and stuff like that I'm talking about like pay to play like posts and stuff like that and stuff like that I do think there benefits on like having long-term Partnerships with influencers you see that working way better than just one off and thinking that someone has an audience they're going to it's going to work I think that's well I mean it's way different than B2B because…
Escúchalo en el minuto 21:29
Few, better: pocos deals profundos superan a muchos micro-deals superficiales
Canales de adquisiciónEs mejor hacer un solo deal 360° al trimestre — con código propio, contenido co-branded, posts duales en redes — que pagar a 20 micro-influencers con audiencias pasajeras y sin datos de conversión. Menos es más cuando hay personalización real.
Playbook is few or better so if it's going to be paid the same way on podcast you can really kind of get pwned if you don't have the numbers of you don't really what shows you're about to go spend money into even if it's not as much money as you have to spend I think we'd rather do one deal with maybe Lauren Bostic from this SK be confidential and have her do a 360 deal where she has them on her show and then she uh has a code that has her name on it and then it leads to a product that's co-branded or that has at least her signature on it and then it's on her Instagram and also on the Brand's…
Escúchalo en el minuto 24:47
Usa many medium swings en top of funnel en vez de few big swings
Canales de adquisiciónEn lugar de un solo TV spot caro, es mejor hacer muchos experimentos de awareness a menor escala — por ejemplo CTV en canales pequeños — que sean atribuibles y permitan identificar qué funciona antes de escalar.
well I think top of funnel is usually a lot of medium swings versus like one big swing and so like one TV spot you can't afford you know in prime time during the MB Finals game six I would rather consider like if we're thinking experimental we're thinking what can we do that we might not attribute back I'd rather they go like connected TV on Bravo and do the same thing for the same budget so top of funnel is still pretty measured with us and even let's say if we're ever running any non-conversion okay with the 5% awareness why don't we make that like a video View campaign and then we retarget…
Escúchalo en el minuto 33:09
Combina drop model con aprobaciones rápidas de creative para generar escasez y momentum
Oferta y precioUn modelo de drops combinados con un equipo que aprueba creative ágil crea momentum, escasez inherente al modelo de negocio y convierte la compra en un evento social y emocional, no en una transacción fría.
skew and having that be like the single variant Our Brands that have newness that they can like bring people back to site and then we don't have to just acquire a new customer but actually sell to that same customer over and over that's what's like the my favorite model so a drop model mixed with like an easy team that approves creative cuz that drop model creates momentum momentum and scarc inherent scarcity as part of the business model yeah right uh and makes it a social event more so than just like a cold purchase right it's actually something that you're kind of
Escúchalo en el minuto 8:40
Reemplaza el programa de influencers con product seeding orgánico de largo plazo
Canales de adquisiciónMarcas como Hexclad eliminaron su programa de influencers tradicionales y lo reemplazaron con product seeding: enviar productos a personas cuyos valores encajan y dejar que lo integren naturalmente en su vida. Esto genera contenido auténtico y relaciones de largo plazo, más efectivo que posts pagados.
a podcast with head of growth at hexclad and he was just talking about how they totally scrapped their sort of like oneoff influencer for influences sake program and I've switched to one where it's just more about product seeding making sure your product is like a feature in their life which is easy for hex cly because it's the best pan you'll ever use or that I've used and so you're going to get a lot of organic authentic content rather than a constant pay to playay thing you're just like hey you're going to have this you're going to give this pan to your kids probably and so maybe you know…
Escúchalo en el minuto 22:58
Canales de adquisiciónPinterest funciona como verdadero top of funnel aunque nadie lo recomienda. Marcas que gastan $700 USD al mes en Pinterest ven que al retirarlo todo se pone más difícil. Suena bajo pero el canal tiene un efecto compuesto en todo el funnel.
Pinterest fend even though Pinterest in platform like we don't trust it it's not when we turn off Pinterest Bend which is so inexpensive to us everything gets harder so it's sort of our like true top of funnel but no one says like go spend a ton of money on Pinterest I'm talking about like 700 bucks a month or sometimes on a big month spend maybe 700 bucks a week for us Pinterest for that brand has been really helpful because that customer is seeing it and then we're catching them but because we're using something like Dorothy and we can see it I'd say that might be like my
Escúchalo en el minuto 19:00
Walmart Marketplace es una oportunidad de bajo riesgo para marcas de consumo
Canales de adquisiciónPara productos consumibles, Walmart Marketplace puede ser excelente incluso solo para construir credibilidad que ayude a entrar a Costco. El riesgo es bajo y la marca puede cambiar su modelo completo al entrar en retail.
yes I think Walmart marketplace is another one it depends on your product as does Tik Tok but I think if you have a consumable product absolutely it's like couldn't think of something better even just for to help you go show Costco that you're on Walmart like I think it is helpful just to show scale and to get more numbers and volume to show people your brand and I was a part of the Feasta launch and so I know how big Walmart like you know actual retail it can change the whole model it can change even even if you thought of Walmart as your sort of brand plan and then it becomes you know they…
Escúchalo en el minuto 20:15
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