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Ep192: Dreamday and The Quality Edit’s Founder Lauren Kleinman - Performance PR and Publishing
13 ideas de marketing sacadas de «Ep192: Dreamday and The Quality Edit’s Founder Lauren Kleinman - Performance PR and Publishing», de DTC Podcast. Sobre…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 47 min
- Publicada en 2022
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El PR de rendimiento mide ventas, no cobertura: el UVPM es una métrica inútil
Canales de adquisiciónLas agencies de PR tradicionales cobran por visibilidad (unique views per month, mentions, hits). No dicen qué revenue generó la cobertura. Performance PR exige links de afiliado rastreables y revenue por click: si no hay venta, no hay éxito.
ostensibly per month for a pr agency and the primary metric that they're giving you in terms of success is of course you know the quality of content how many hits they get but also just like uvpm which is unique views per month which i thought was such a useless metric on being on the other side and kind of managing those agencies and felt like it's only telling half of the story right so you get the content it's maybe a great story but how is that content actually performing and how is it impacting the bottom line for the company so um a lot of what i had done prior to starting dream day was…
Escúchalo en el minuto 3:00
El PR de pago ya no funciona: apúntate con affiliate commissions, no con tarifas
Canales de adquisiciónCuando propones a una editorial premium (Conde Nast, Vogue) pagar por una mención, produzco contenido genérico y pierdo credibilidad. Cuando propongo affiliate commissions, el editor tiene incentivo a escribir lo mejor posible porque gana más si vende más. Es win-win para ambos.
we're kind of the first pr agency right now that's pioneering this new approach to pr that is kind of this dual pronged approach where we are on the affiliate marketing side um specifically focusing on top tier content and top tier publishers none of our clients are running any sort of deal or loyalty sites for the most part and then on the pr side we have this kind of new approach where we have a very specific um niche around consumer and shopping pr so what is the pr that we can get your brand that is going to drive incrementality and revenue through the affiliate channel so when we're…
Escúchalo en el minuto 4:47
Canales de adquisiciónEn vez de describir un producto como 'increíble', busca la cifra: 'un millón de unidades vendidas en dos meses', 'Agotado tres veces', 'Back in stock tras 6 meses'. Esa cifra es el titular que el editor necesita para su audiencia.
uh like key hype metrics i should know about sold out uh number of times you sold out um back in stock uh you know we we asked fly by jinx team we said uh how many after their dumpling launch how many dumplings have actually been sold if you were to add up every single dumpling how many dumplings have been sold and they came up with a number of one million so it was like a million in two months and that's really interesting that's a headline you know and so we went back out to press said a million dumplings sold in two months and obviously like they you know started running that on ads too…
Escúchalo en el minuto 37:06
Amplifica contenido editorial con paid ads: el review orgánico es el mejor creative
Canales de adquisiciónUn review auténtico de una editorialrankeada (BuzzFeed, Well+Good, PureWow) con link de afiliado se puede reutilizar como ad en la misma plataforma. El consumidor ya llega educado sobre el producto, con lo que la conversión es mayor y el LTV de esos clientes es superior al de ads directos.
buzzfeed was one of our first kind of publisher partners on the performance side of things um so we sent a specific editor there um the vitamins she wrote this really authentic review and when we were looking at it we saw okay everyone that is reading this buzzfeed story even organically a high percentage of them are reading that article and then checking out so what we saw was that this piece has a very high conversion rate um what we also saw which i thought was really interesting was the lifetime value of the customers that came through the buzzfeed article was much higher than if they…
Escúchalo en el minuto 0:00
Comisiones por niveles: baseline ~10%, top publishers 15-20% para activar cobertura premium
Canales de adquisiciónEn affiliate marketing editorial, ofrecer una comisión fija de base (~10%) y una incrementada para top publishers (~15-20%) crea incentivo diferenciado. Los publishers top se sienten recompensados por su tráfico y cubren más.
include you know the affiliate marketing uh uh link whether that's you know on share sale or impact or whatever kind of network that they're using we also offer preferred commission rates for top tier publishers so you have what is called like your baseline rate which might be let's say 10 that you're offering anyone who sees your share a sale program um and then you offer publishers an increased commission rate of let's say 15 or 20 um that just further incentivizes them to want to forge that direct partnership with you and you know be receiving more uh revenue on every click or you know…
Escúchalo en el minuto 38:32
Al pedir PR, el story pitch vale más que la lista de contactos
Canales de adquisiciónEl mejor agency de PR no es el que tiene más contactos, sino el que sabe construir un pitch irresistible para el editor. Eso requiere conocer el producto, los números (ventas, stock-outs, hypes) y traducirlos en un angle que el editor quiera publicar porque tiene gancho noticioso.
so i think one is we've talked about already like having a really compelling story and really like honing in on that really like sharpening kind of what that is and and being very crisp and you're worrying about why you know why would an editor care um and even i like to frame it to brands as like if they launch a new product what is your dream we ask this of every brand when they launch any new product we say what is your dream headline for launching this like what do you envision is going to be compelling and is going to be truly newsworthy um so i don't think you know aside from having a…
Escúchalo en el minuto 35:36
El contenido evergreen tipo review rankea años en Google y genera comisiones perpetuas
Canales de adquisiciónUn review dedicado de producto tipo 'I tried X and here's my honest review' puede rankear en Google durante años si sale de una editorial con autoridad. Con un link de afiliado activo, genera comisiones sin gasto adicional mientras el producto exista.
yeah that's such a great um question it's really interesting because you can have you know the same story in two different publications and they perform wildly different you can have um you know different story in the same publication and they perform wildly different um i would say like in terms of like the average lifestyle cycle we'll typically like see a spike for a good you know two to four weeks um and then it tends to die down that said we really focus on like you said evergreen content and um there's kind of two ways that i think about that one is what i see to perform really well is…
Escúchalo en el minuto 8:07
Las agencies de afiliado tradicionales roban atribución a las top tier publishers con deal sites
Canales de adquisiciónCuando una brand tiene coupon sites o deal sites activos en su programa de afiliados, esos actores capturan el último click antes de la compra, quitándole crédito a las editorials premium (Conde Nast, Vogue) que generaron la cobertura. Esto rompe la relación con esos publishers.
i had also managed affiliate agencies and noticed that they were primarily just turning on coupon sites and deal sites that were actually one not good for the um brand and the longevity of the brand but two would also be like stealing attribution from the top tier publishers that you're trying to be included in in the first place so let's say you know conde nast and vogue write about your brand and you have honey turned on they're getting that final click attribution and kind of credit for the sale and so maybe conde nast one day is like hey why are we directing all this traffic to your site…
Escúchalo en el minuto 3:44
Prioriza SEO del contenido editorial: The Quality Edit ya supera a publicaciones legacy en búsquedas
Canales de adquisiciónEl contenido editorial dedicado (reviews largos, first-person, con fotos reales) rankea mejor en Google que el content genérico de muchas publicaciones. Invertir en SEO de ese contenido multiplica su vida útil y el revenue de afiliado que genera.
great point in terms of organic growth we do invest in seo we have a great agency that we work with there and um that's that's huge you know we're ranking higher than a lot of these top tier publications for seo currently with the quality edit and um i attribute that to a lot of things i think like the you know quality of the content the length of the content the first hand review you know there's a lot of the photography even there's a lot of kind of factors that play into that um but yeah absolutely like seo is such a huge uh priority for us
Escúchalo en el minuto 43:51
LTV de clientes Ritual vía BuzzFeed fue mucho mayor que el de ads directos
Retención y relación con el clienteEn el caso Ritual con BuzzFeed, los clientes captados vía editorial tuve LTV significativamente superior a los captados por ads convencionales. La hipótesis: llegan educados sobre el producto, lo que mejora la activación de suscripción.
was the lifetime value of the customers that came through the buzzfeed article was much higher than if they were coming in through just a normal ad or through like another source so basically when we did that with buzzfeed we saw the success and i became obsessed with it and we just started kind of doing it interesting was the lifetime value of the customers that came through the buzzfeed article um was much uh higher than if they were coming in through just a normal ad or through like another source so again just you know that goes back to this idea that like when you're educating the…
Escúchalo en el minuto 0:27
Crea tu propia media brand si tienes historia auténtica: monetiza antes que los publishers legacy
Estrategia de contenidosLos publishers tradicionales tardan 15 años en construir audiencia y luego monetizan. Un DTC brand con contenido auténtico puede generar revenue de anunciantes en meses sin gastar en ads propios. La clave es que la audiencia llega a cambio de contenido real, no de productos genéricos.
you know the quality at it which we can get into as well um but you know we built this media company with uh this idea around how do we work with brands in a way that allows them to be performance oriented towards content um and kind of yeah like i said inspire the quality of it it's the quality edit is so smart you know uh you know working at pilot house a performance marketing agency we recognize the uh the value of this kind of content in the funnel so whether it's an appearance on dragon's den you know where you're building that into a pre-sale page or um or you're putting these reviews…
Escúchalo en el minuto 19:24
The Quality Edit: 350.000-400.000 uniques mensuales sin gastar en ads propios
Estrategia de contenidosThe Quality Edit, la media brand de Lauren Kleinman, llegó a 350-400K uniques mensuales sin inversión en ads. Todo el tráfico vino de partnerships con otras marcas y del contenido propio, bootstrapped desde el día uno.
and about how many monthly uniques are you up to now in the quality edit about 350 000 to 400 and yeah a lot of that is also coming from paid um that's actually something that we you know i think traditional publishers like you know spend 15 years uh building following and then they figure out how to monetize right um and i think we have a different uh but interesting challenge where we are monetizing very early in our you know company and now kind of the focus is how do we grow organically how do we you know do more on email how are we growing our tick tock following more substantially how…
Escúchalo en el minuto 22:04
Live shopping en China = $170B (2020); en occidente es casi nulo: la cultura importa más que la infraestructura
Canales de adquisiciónChina tiene live shopping maduro. En occidente no ha despegado a pesar de múltiples intentos. QVC funciona, Badgf Fashion en Facebook funciona. Pero no hay un player occidental consolidado. La diferencia parece ser cultural: cómo买东西, no solo la tecnología.
that it makes me think of live shopping it makes me think i'm just googling like china's live shopping and you know it's 170 billion dollar industry in uh in 2020 and like almost totally nascent here but i i wonder if there's a play for you guys as that evolves i know there's so many companies i feel like trying to you know solve for that that i've seen and yeah i don't know i don't know if it's um culturally just like different you know trends and like ways that we shop i mean obviously like the you know old version of that is like qvc and that you know seem to work well or you look at like…
Escúchalo en el minuto 33:14
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