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Ep 42: SEVEN Figures WITHOUT Instagram or Facebook: Molly Borman, JustNips

12 ideas de marketing sacadas de «Ep 42: SEVEN Figures WITHOUT Instagram or Facebook: Molly Borman, JustNips», de DTC Podcast. Sobre todo de canales de…

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Los ads sociales solo funcionan cuando el resto del negocio ya está armado

Canales de adquisición

Molly Borman argumenta que los anuncios pagados en redes sociales son solo un amplificador: si el negocio no tiene cimientos (producto sólido, experiencia de cliente, email funcionando, historia de marca), gastar en ads es tirar dinero. Su propio negocio sobrevivió sin redes sociales precisamente porque ya tenía esos cimientos.

there was this time when everyone just wanted to rely on social media and they totally forgot about the rest of their business and i just i won't stand for that i won't i won't do it and i think what you know i'm i'm just i you know for businesses who can do social ads it's amazing but for businesses whose social ads aren't working it's like it's because your business isn't working before we get started everyone just wanted to rely on social media and they totally forgot about the rest of their business and i just i won't stand for that i won't i won't do it and i think what you know i'm i'm…

Escúchalo en el minuto 0:00

Escribe a cada cliente después de recibir el pedido: el email personal tiene ~90% de respuesta

Retención y relación con el cliente

Molly enviaba un email personal a cada cliente preguntando cómo le fue con el producto. El ~90% respondía, revelando información sobre uso real, casos de uso inesperados y oportunidades de venta cruzada que ningún dashboard muestra. El retorno de esos 5 minutos fue enorme.

asking more about who they are listen you can have a customer fill out a survey but if you just send them an email like hi i know your package was delivered i hope you got it sometimes they go in the mailbox but not this anyway you know i'm just wondering like when you're gonna when are you when are you planning on using my fake nipples is it for a party or you know are you you know whatever and i would get the craziest responses like a woman actually said to me swear to god i would love to show you this email if i could um that you know she was wearing her nipples to a meeting because she…

Escúchalo en el minuto 41:03

CAC es el nuevo alquiler: si no puedes pagar ads, mejor abre una tienda física

Canales de adquisición

Molly cita una frase del episodio de Midday Squares: el costo de adquisición se ha vuelto tan caro que es como pagar alquiler por una tienda. Si un negocio DTC va a pagar lo mismo por un cliente digital que por uno físico, mejor tener la tienda. Ilustra por qué la acumulación de capas de canales sin base erosiona la rentabilidad.

customer acquisition cost is the new rent so whatever you're spending on facebook ads like you might as well open the store okay because you're gonna be if you wanted a store open the store because it's gonna be the same price when all is said and done and you know it's it's really true and what's scary about especially everything going online and you have i find um with the pandemic you know you have all of these people who are sort of new to the space who are like oh we're just going to move everything to facebook ads and to me my biggest caution is please don't do that because one if it…

Escúchalo en el minuto 38:39

La gente exitosa resuelve problemas que les importan, no se aburre esperando que los ads funcionen

Estrategia y decisiones de negocio

Molly observa que los emprendedores más exitosos están ocupados resolviendo problemas que les importan profundamente. Cuando sus ads dejan de dar retorno, no se frustran esperando: buscan la causa raíz. El consejo implícito: haz algo que te importe lo suficiente como para sostenerte en los meses difíciles sin depender de la última táctica.

i might not be in this situation but you know i i i've learned that the most successful people they're busy solving their problems because they care about their problems they're not just getting bored when their ads stop returning you know in just because you can doesn't mean you should but just because you can means you can do it in really cool ways and you can do it better than before but i just it all to me goes back to intent yeah what were some ways so back to the

Escúchalo en el minuto 40:09

Cuando las redes sociales no funcionan, vuelve a los fundamentos del marketing pre-digital

Canales de adquisición

Tras ser expulsada de Instagram y Facebook, Molly reconstruyó su adquisición con voz a voz, prensa, relaciones directas con clientes y alianzas locales. Estos canales fueron más baratos y más efectivos que lo que gastaba antes en social. La lección: lo que funcionaba antes de las redes sociales sigue funcionando.

do you build a business without social media oh wait oh my god you do what people did before social media existed so of course this like took months to figure out and i i was so like upset and depressed and sad because i felt so it was so personal and it was social media let's start from the top and i was cool with it and then i would go to like you know i would talk to founders and people in the industry of you know whether the industry was like the sex product or breast cancer or entrepreneurs or female in business whatever like industry chat i decided to attend or talk to or a person i…

Escúchalo en el minuto 23:03

La campaña de voz a voz en DTC funciona con una campaña de referral integrada en el packaging

Canales de adquisición

Al descubrir que la mayoría de las compradoras no eran las usuarias finales sino familiares y amigos regalando, Molly lanzó una campaña BOGO (compra uno, regala uno) integrada en la experiencia de apertura. El regalo pasó a ser parte de la narrativa de la marca.

so let's like keep going down this path and you know then you know i found out from my customers that a lot of the customers it wasn't the woman herself who had breast cancer buying it it was her daughter's sister mother friend buying it for the woman as a gift and so you know that's when we sort of you know went to the drawing room like okay we need to come with that campaign here's some data we have here's what this customer said here's what that customer said and we said okay well this should be part of our campaign we should say you know like give give you know buy one get one free give…

Escúchalo en el minuto 41:52

La mayoría de compradoras no son usuarias: son familiares y amigos regalando

Canales de adquisición

Molly descubrió vía email que la mayor parte de sus compradoras no eran sobrevivientes de cáncer sino hija, hermanas, madres o amigas comprando para alguien. Esto redefinió su messaging y su campaña de referral: el regalo pasó a ser parte central de la propuesta.

you know i found out from my customers that a lot of the customers it wasn't the woman herself who had breast cancer buying it it was her daughter's sister mother friend buying it for the woman as a gift and so you know that's when we sort of you know went to the drawing room like okay we need to come with that campaign here's some data we have here's what this customer said here's what that customer said and we said okay well this should be part of our campaign we

Escúchalo en el minuto 41:56

Regala producto en contextos alineados con tu causa para generar advocates auténticos

Canales de adquisición

Molly regalaba sus pasties en quimioterapia, a médicas y enfermeras, sobrevivientes de cáncer de mama y pacientes. No pedía nada a cambio: la autenticidad del contexto genera más cobertura que cualquier acuerdo formal. Para marcas con dimensión social, esto convierte usuarios reales en voceros creíbles.

you know grassroots community building so we would give product we would gift a ton of product to chemo centers and doctors and nurses med students anybody involved in this sphere uh you know patients survivors like we were gifting to you want a nipple here's a nipple i don't want i don't need your story i believe you but if you want to give a nipple to if you want to wear them if you want to give them to a friend and listen our product's inexpensive we can do that my friend who you know sells i was just talking to her she's like well we can't do that we have you know 98 bathing suits i'm…

Escúchalo en el minuto 28:11

Precio de JustNips: $9.99 por par

Oferta y precio

Molly sitúa su producto en $9.99, posicionándolo como un lujo pequeño accesible. Lo usa para argumentar que su producto se comporta como nail polish: es un gasto moderado que se mantiene en recesiones porque la gente no siente que está rompiendo el banco.

9.99 you are not breaking the bank um so i i know you know i feel confident that our our woman our customer or whoever wants it our man whoever whoever you are um i know that that part of the business is going to to be chugging along and doing well i i know for me

Escúchalo en el minuto 48:59

La caída por ser expulsado de redes sociales fue solo ~5% el primer año

Medición y experimentos

Molly reporta que la expulsión de Instagram y Facebook le significó apenas un 3% de caída inicial y un ~5% anual. Esto le confirmó que sus ventas no dependían de social media y que tenía una base de negocio sólida. Superó el año anterior en mayo.

was it working without that at that stage was it still working yes i mean listen i had i had like something quite insignificant a like i think it was like at first like a three percent dip then like overall that first year like five percent so i was like okay i know my sales aren't coming from social which is good but i you know i wanted to just pour money into social like great like the more money we have the more money we'll spend on ends like that's the dream that you know air quote dream that's the air quote sad but we were going to move forward we moved forward um you know i wish i had…

Escúchalo en el minuto 24:37

El email personal post-venta tiene ~90% de tasa de respuesta

Medición y experimentos

Molly reporta que aproximadamente el 90% de sus clientes responden a su email post-venta. Considera que podría ser incluso más. El tiempo invertido eran unos 5 minutos por email, con un retorno en insights muy superior a cualquier dato de dashboard.

but um i would say like 90 percent of people respond it honestly maybe even more i should probably look that up um and i could definitely do like a really cute graph about that um but people respond and and to the most valuable information i got was from customers directly via email took i don't know five minutes of my time and the return on that was huge and you know i i just i've never i don't know people i don't know why people fight me on that people you know because people don't want to do it people want to do the work i don't know but

Escúchalo en el minuto 43:05

Crecimiento del 150% sobre meta el primer año sin redes sociales

Medición y experimentos

Tras ser expulsada de Instagram, Molly creció al 150% de su meta el primer año sin social ads. Para mayo del año siguiente ya había superado los ingresos de todo el año anterior. Esto validó su intuición de que los fundamentos pesan más que los canales de social.

realized oh my god like you don't really need an instagram and this is i've exceeded you know we were like 150 percent where we were supposed to be and like by the next year by like i don't know may we had already exceeded what we did the last year for the whole year and i was like okay there's something to this and i started to like this is my new religion and i was confident right at the time at the beginning i was not confident people would tell me i was crazy and i was like i know like we'll see how this goes

Escúchalo en el minuto 26:08

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