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From Dropshipping to Fractional Head of Growth in 12 Months
21 ideas de marketing sacadas de «From Dropshipping to Fractional Head of Growth in 12 Months», de Professor Charley T. Sobre todo de canales de…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 55 min
- Publicada en 2024
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Canales de adquisiciónCentrarse excesivamente en ajustes técnicos dentro del administrador de anuncios (como cost caps o microsegmentación de audiencias) distrae de las verdaderas palancas de crecimiento: el modelo de negocio, el LTV y la optimización del embudo.
Because once you really what you preach, right, is simplifying the machine, using the machine, how it's supposed to be used. And then at that point, how you actually grow the business and actually impact change is working on business development. So you talk about LTV, you talk about PSM, you talk about these like very sophisticated, like professional strategies that it's not some cost cap or interest group. Like, it's I love seeing the light bulb moment go off where like we literally spent almost two hours talking about business model, funnel development, the stabilization of the front end…
Escúchalo en el minuto 15:56
Simplificar la cuenta de anuncios hacia segmentación amplia reduce el tiempo operativo y mejora el rendimiento
Canales de adquisiciónConsolidar las campañas colocando los mejores anuncios creativos en conjuntos con segmentación amplia (broad) suele superar a las estructuras hiperfragmentadas y evita el daño causado por la sobreoptimización manual continua.
And like what you did with Fogarty and like the five brands, all you do was like, well, this strategy works in this crazy person on the Internet. I'm just going to take the best ads, put them in abroad and let it go. And look at that, it beat everything. I keep telling people, like, you're spending more than an hour a week on your ad account. You're doing more harm than good. And it's quite, it's bizarre because, you know, I think a lot of people who don't know you too, they're like, well, it can't just be as simple as just one campaign, one broad ad set.
Escúchalo en el minuto 18:12
Simplificación de cuenta en Meta Ads usando segmentación abierta (Broad)
Canales de adquisiciónConsolidar estructuras complejas y fragmentadas (intereses, lookalikes y retargeting con ABO) en una sola campaña con segmentación totalmente abierta y los mejores creativos maximiza la eficiencia y suele duplicar el rendimiento publicitario.
And, you know, before I really found you, what I was doing is like probably what a lot of people did at that time, right? I was, I had a, you know, interest group testing campaign. I had an LOA campaign. I had retargeting. I had, I was trying to test all these different audiences, trying to scale with ABO, trying to do all these hacky things, right? Like, quite frankly, what I did is I had about five or six different campaigns with, you know, a bunch of different audiences. I made one campaign, one ad set, no targeting, completely open, threw in my best ads in there. Like Facebook performance…
Escúchalo en el minuto 6:01
Simplificar la estructura de anuncios libera foco para optimizar la incrementalidad y el LTV
Canales de adquisiciónAl abandonar la microgestión táctica de audiencias (como segmentar lookalikes al 1% frente al 3%) y simplificar la cuenta publicitaria, el equipo de crecimiento puede dedicar su atención a variables de mayor impacto como la incrementalidad entre canales, el LTV y la asignación global del presupuesto.
And when you simplify the machine like that, like kind of back to what I was saying about talking about these like more complex topics, like incrementality and PSM and how to grow LTV and like Facebook's impact on email and Google. It's like, once you're out of the weeds of like, is a 1% purchase look like, or a 3% admin cart look like in a performance. Like once you're out of that, the scope of what you can do is so much greater. So now that I have that foundation, I can build on top of that with so many more of these complexities that we talk about. And, you know, really, I think the value…
Escúchalo en el minuto 20:27
Estrategia de contenidosPublicar contenido educativo gratuito de máxima profundidad y utilidad genera una autoridad incuestionable en la audiencia, logrando que los prospectos lleguen a la llamada de ventas completamente convencidos del valor de la oferta de pago.
But, you know, not only for the program, but also just like the sheer amount of free value you give out in YouTube and things. But ultimately, like the sheer amount of free value you gave away for free completely changed like my life and my situation where I knew that like, if I like I had like, I Even I'm like, this Charlie guy is just like so smart. Like I'm learning everything from this guy. And I like, I remember getting on the sales call and I had no, I had no doubt in my mind that like this program was going to be worth its weight in gold.
Escúchalo en el minuto 46:43
Estrategia de contenidosPublicar contenido educativo gratuito de máxima profundidad y utilidad genera una autoridad incuestionable en la audiencia, logrando que los prospectos lleguen a la llamada de ventas completamente convencidos del valor de la oferta de pago.
But, you know, not only for the program, but also just like the sheer amount of free value you give out in YouTube and things. But ultimately, like the sheer amount of free value you gave away for free completely changed like my life and my situation where I knew that like, if I like I had like, I Even I'm like, this Charlie guy is just like so smart. Like I'm learning everything from this guy. And I like, I remember getting on the sales call and I had no, I had no doubt in my mind that like this program was going to be worth its weight in gold.
Escúchalo en el minuto 46:43
Medición y experimentosEn la gestión de publicidad pagada, centrarse en microoptimizaciones tácticas (como retargetear espectadores de porcentajes de video o segmentar audiencias redundantes) genera retornos marginales o inútiles. El impacto real en el negocio proviene de auditar y optimizar variables macro: el valor de vida del cliente (LTV), la incrementalidad real de las campañas y la definición clara de objetivos por canal dentro del…
Nearly everyone who's came to me before, like their agency is just like, like, you know, thrown up advantage for us. Just like their, the agency is telling them, Oh, we're, we're validating a bunch of different audiences. And then we're going to hit scale. Like I actually, I, frankly, I actually like parted ways with a client just because they couldn't understand the, concept of like incrementality. And they were like basing everything off of, you know, blended and like CAC and CPA and things like that. And I remember like being like, oh, you're not retargeting like 25% video viewers. And all…
Escúchalo en el minuto 28:01
Medición y experimentosEn la gestión de publicidad pagada, centrarse en microoptimizaciones tácticas (como retargetear espectadores de porcentajes de video o segmentar audiencias redundantes) genera retornos marginales o inútiles. El impacto real en el negocio proviene de auditar y optimizar variables macro: el valor de vida del cliente (LTV), la incrementalidad real de las campañas y la definición clara de objetivos por canal dentro del…
Nearly everyone who's came to me before, like their agency is just like, like, you know, thrown up advantage for us. Just like their, the agency is telling them, Oh, we're, we're validating a bunch of different audiences. And then we're going to hit scale. Like I actually, I, frankly, I actually like parted ways with a client just because they couldn't understand the, concept of like incrementality. And they were like basing everything off of, you know, blended and like CAC and CPA and things like that. And I remember like being like, oh, you're not retargeting like 25% video viewers. And all…
Escúchalo en el minuto 28:01
Evitar la sobreoptimización diaria en la compra de medios
Canales de adquisiciónLa gestión operativa de campañas publicitarias no debe consumir tiempo diario intensivo; realizar cambios en la cuenta más de una o dos veces por semana suele ser síntoma de sobreoptimización innecesaria o una mala estrategia de gestión.
Because ultimately media buying is not a, it's not something that is going to take up huge amounts of, of your day. It's like, you were touching it more than a couple of times a week. You're doing something wrong. And like, ultimately even more than once a week, sometimes granted on how the big the brand is and things like that.
Escúchalo en el minuto 35:02
Las campañas de marca y Performance Max pueden inflar el ROAS sin aportar ventas incrementales
Medición y experimentosEn plataformas publicitarias como Google Ads, las campañas de Performance Max (PMax) y las de búsqueda de marca tienden a reportar un ROAS inflado debido a que capturan conversiones que habrían ocurrido de todos modos, ofreciendo menor incrementalidad real frente a canales de descubrimiento o formatos directos como Shopping.
But in the MBA program, we talk about things like PSM and incrementality and how these different channels are working together that, you know, when I came on to Google, It's like, okay, Pmax is less incremental than like shopping is. It's like, okay, brand is incremental. Like brand is fluffing Google with ROAS.
Escúchalo en el minuto 24:14
Simplificar la compra de medios y limitar el tiempo de gestión en marcas de menos de seis cifras mensuales
Canales de adquisiciónPara marcas con facturación inferior a seis cifras al mes, la compra de medios debe simplificarse al máximo y no requiere más de una hora a la semana. En lugar de hacer microajustes diarios en límites de puja o audiencias, configurar estructuras consolidadas (como Performance Max o campañas únicas) produce mejores resultados y evita externalizar innecesariamente a agencias hasta alcanzar niveles altos de facturación.
And like spending hours a day trying to like adjust big caps or like test different audiences And, and I think as a brand owner too, especially if at like a, like under six figures a month, I don't think media buying should take more than like an hour a week, frankly. It's like throw up P max, throw up a shopping, throw up at one campaign and you're set. really teaches you, it teaches you just like how to simplify the machine and do less work with better results. And what correlates with that is being more hands-off and simplifying it. up and you're managing it like hour a week. Like you…
Escúchalo en el minuto 36:08
Canales de adquisiciónEn lugar de limitarse a copiar tácticas superficiales o listas de ganchos, comprender cómo funciona el algoritmo de entrega (relación entre tasa de acción estimada, CPM y frecuencia) permite diagnosticar anomalías e identificar oportunidades de escala basándose en la mecánica del sistema.
The amount of value that are, that are in those videos because so many people make content and it's like, you know, this, these are my 10 best hooks. But I don't think anyone else, this entire space talks about how Facebook works on like a fundamental level, as much as you do. But you like talk about fundamentally, how does the algorithm work with estimated action rate and CPMs and frequency? And then, you know, once I have the understanding of how this machine actually functioning, it gives you so much more confidence when you're actually, you know, in the weeds executing things. Because I…
Escúchalo en el minuto 12:19
Crecimiento de 500 a 5,000 USD diarios tras reestructuración a campaña única y DCT
Canales de adquisiciónReestructurar una cuenta de Meta Ads a una sola campaña con un conjunto de anuncios de control y un Dynamic Creative Test (DCT) abierto escaló los ingresos brutos diarios de una tienda de 500 a entre 4,000 y 5,000 dólares en dos semanas (crecimiento de 8x a 10x).
I come on to the account and this is the biggest spike that we saw. But I came on to the account and transitioned it to one campaign, one control ad set, one DCT. And literally like the gross revenue, not Facebook revenue, but gross on the store went from like 500 a day to like 4,000 or 5,000 in a matter of like two weeks. But 10X on a daily basis. Eight to 10X is pretty good. And the fact you went from 500 to 5,000 in like two weeks, that's great.
Escúchalo en el minuto 8:53
El valor profesional a largo plazo reside en dominar los fundamentos del negocio
Estrategia y decisiones de negocioMás allá de las tácticas y trucos superficiales de marketing digital, el verdadero diferencial competitivo y la capacidad de interactuar con líderes experimentados provienen de entender la economía fundamental del negocio, la gestión real y el significado de las métricas globales.
But ultimately, like I'm playing this game as a long term game, like I'm recognizing And what I see a lot of people who are successful in this space young is that they really lack kind of the fundamental business knowledge, like kind of the experience and like how do things actually work? Like, how do you actually run a business? How do you actually do all these metrics mean? And like, really, I think I'm very valuable in that way because I'm working with 30 and 40 and 50 year olds with experiences that, you know, have been doing this for decades. And I'm able to sit in that room and like…
Escúchalo en el minuto 45:41
Canales de adquisiciónAunque el creativo, la oferta y la página de destino son variables determinantes para la conversión, invertir presupuesto sin una estructura sólida de compra de medios impide que incluso los mejores anuncios escalen con éxito.
But ultimately, I think a lot of this first originally comes down to what are you doing media buying wise, right? Because everything really builds on top of that. I would say, you know, creative and offer and landing page, like those are like the big variables. But if you don't have it, if you're just running, throwing budget around, no structure to it, I don't believe even the best ads that those are going to work, at least at scale, right?
Escúchalo en el minuto 4:27
El rol del media buyer moderno se centra en hipótesis e incrementalidad entre canales, no en ajustes manuales
Medición y experimentosLa labor principal de un comprador de medios no radica en manipular constantemente audiencias o pujas en las plataformas, sino en analizar datos cruzados, formular hipótesis sobre el impacto entre canales (como la influencia de Facebook en Google mediante primer clic) y ejecutar pruebas de incrementalidad.
creative and things like that is really kind of measuring incrementality and kind of like, But it's like kind of reading the data and kind of coming up with like hypotheses about And, and it gives me insight as far as, okay, you know, Google has, it's doing really well on first click. So let me test like an incrementality test in ecosystem romance. Let me shift some dollars to Google, see what happens. And it's like that, like pulling all these data, this data into Excel sheets, doing like four PI analysis, doing all these things. That's ultimately what like a media buyer should be doing in…
Escúchalo en el minuto 35:22
Canales de adquisiciónAunque el creativo, la oferta y la página de destino son variables determinantes para la conversión, invertir presupuesto sin una estructura sólida de compra de medios impide que incluso los mejores anuncios escalen con éxito.
But ultimately, I think a lot of this first originally comes down to what are you doing media buying wise, right? Because everything really builds on top of that. I would say, you know, creative and offer and landing page, like those are like the big variables. But if you don't have it, if you're just running, throwing budget around, no structure to it, I don't believe even the best ads that those are going to work, at least at scale, right?
Escúchalo en el minuto 4:27
Filtro de admisión mediante llamada previa en vez de compra directa
ConversiónEn programas formativos especializados o de alto valor, sustituir el botón de compra directa por una llamada de admisión o entrevista permite validar si el perfil del alumno realmente encaja antes de aceptarlo, protegiendo los resultados y la cultura del programa.
And that's, that's why I asked that is like, I want to know why people are coming in because also like, if it's not right for you, like, I'll tell you, or like, like it is not, there's, there's a reason why there's not a buy now button to join, right? Like you had to hop on a call. Like it was like an interview, get the job. It's just that like, there is a vibe check at the door, right? Like this is not for folks that this isn't right for.
Escúchalo en el minuto 52:16
Validar productos por fundamentos financieros antes que por tendencias
Oferta y precioLa elección de un producto y nicho para crear una marca debe justificarse con métricas financieras sólidas como el margen bruto y el LTV (Lifetime Value), en lugar de guiarse únicamente por tendencias pasajeras o la búsqueda de 'productos ganadores'.
Like, it's like, I remember I wasn't, I remember I used to not even like think about LTV or think about gross margin. And really the program has really given me the confidence that like, even just like selecting the product and selecting the niche and like thinking about like, not just like, is this product like a winning product or like a trend or something. It's like, I'm able to justify it with really sound like business fundamentals.
Escúchalo en el minuto 31:40
Transición de la mentalidad de 'dropshipping' a la construcción de marca sostenible
Estrategia y decisiones de negocioEscalar profesionalmente en comercio electrónico exige abandonar la búsqueda de productos ganadores y trucos rápidos de cursos para adoptar una mentalidad orientada a la creación de marcas sólidas y consistencia de negocio.
And it wasn't just kind of, you know, trying to find winning products off these like product finding softwares and things, right? So, at that point, I was like, okay, I need to have... I need to approach this with a brand building business mentality and not a kind of side hustle, get rich quick mentality, right? But at that point, I really knew I had to start getting serious about, you know, there's a lot that I don't know.
Escúchalo en el minuto 3:37
La autoridad profesional se construye sobre el impacto en ingresos y el lenguaje estratégico de negocio
Marca y posicionamientoEn conversaciones con directivos y clientes de alto nivel, la edad o la experiencia previa pasan a segundo plano si el profesional domina el lenguaje de negocio, vincula las acciones directamente a la generación de ingresos y demuestra capacidad de diagnosticar problemas y proponer soluciones estructuradas.
And it's funny when that number next to your name goes from like your age to how much revenue And people are like, Oh, I don't care if it's 18 or it's 80. Like that's all that, that's all that anybody cares about at some point. And like the fact that you can with, with speak so eloquently because you've already You've been given the explanation, you've been given like the term, like the keys to the kingdom And nobody's gut checking your credibility because as soon as you start talking to like, He knows what he's doing. I'm able to really have an understanding of, okay, first, I can actually…
Escúchalo en el minuto 40:24
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