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Give Me 27 Minutes and I'll Make You Disgustingly Good at Digital Marketing

24 ideas de marketing sacadas de «Give Me 27 Minutes and I'll Make You Disgustingly Good at Digital Marketing», de Sabri Suby. Sobre todo de mensaje y…

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Construir un swipe file analizando la longevidad de anuncios en Meta Ads Library

Investigación de mercado y cliente

Para investigar a la competencia, crea una cuenta dedicada para interactuar con tu nicho, detecta anunciantes que facturen entre 3 y 100 millones de dólares y revisa en la biblioteca de anuncios de Meta aquellos creativos y embudos que lleven meses activos, señal inequívoca de que son rentables.

I want you to basically start up a new Instagram account, a new meta account, and go and basically start engaging with content, and following the celebrities in that niche, the brands in that niche. And then just let the algorithm cook. And when you log in the next day, you will start to see that your news feed becomes littered with advertisers that are all selling similar products to you, And what I want you to start doing is paying attention to the ads that you see the most frequently. I want you to screenshot that and immediately drag it into a folder onto your computer. and then go to…

Escúchalo en el minuto 8:02

Adaptación del mensaje de ventas según el nivel de consciencia del mercado

Mensaje y copywriting

El ángulo del mensaje publicitario debe adaptarse al nivel de consciencia del prospecto: los prospectos muy conscientes responden a detalles de producto y precio; los conscientes del problema responden a pruebas y mecanismos únicos de diferenciación; y los totalmente inconscientes requieren storytelling y explicación progresiva para guiarlos desde el desconocimiento hasta la compra.

So when it comes to aware, the red end of the spectrum, the things that these people respond to is things that are product, service and price. It's like, basically, what is it that you've got to sell? How much is it going to cost me? Is there some kind of incentive or offer bundle for me to buy right now? The middle orange market, these guys are going to respond to claims and proof. And we are going to basically be using hero mechanisms to differentiate what it is that we've got and how it's different from all the other solutions that they might be researching right now. Then in the blue…

Escúchalo en el minuto 16:21

Pruebas masivas con anuncios estáticos y segmentación abierta en Meta

Canales de adquisición

Para validar rápidamente ángulos de venta sin altos costes de producción, crea y prueba múltiples anuncios estáticos diarios usando segmentación abierta (broad), dejando que el algoritmo de Meta identifique a la audiencia adecuada a través del propio contenido del anuncio.

So in order to get good, we have to first get frequent. And so if I had to run one type of ad creative, it is only going to be static ads. What we are going to be doing is we are going to be writing five new ads every single day. And the reason that I love image ads is because you can split test them very, very frequently. You can test different angles. You can get feedback from the market of what works and what doesn't I can do a hundred times more volume with static ads. We are going to use broad targeting because Meta's algorithm is so advanced that you can literally put in America…

Escúchalo en el minuto 11:43

Diseñar la posdata (P.D.) como una microlanding page que evidencie el costo de no actuar

Mensaje y copywriting

La posdata (P.D.) en una página o carta de ventas debe operar como un resumen ejecutivo (TL;DR) que condense la oferta, reitere la eliminación del riesgo e impute explícitamente al prospecto el costo de la inacción para forzar el cierre.

Which brings us to the 17th and final point, which is to add a PS. It's like the TLDR, where you get to summarize everything on there, the risk reversal. And it's like a micro little landing page within the PS itself. It's like the final kick of the bruised knee that prompts somebody to act. Then the fifth and final point is the PS. I've already gone through why it's so important. You need to do a very, very good job at summarizing everything and also assigning a cost to your prospect doing nothing.

Escúchalo en el minuto 23:29

El punto óptimo para apilar bonus es de dos a tres ofertas adicionales

Oferta y precio

Para maximizar la tasa de conversión sin diluir el valor de la oferta principal, el punto ideal consiste en apilar entre dos y tres bonus complementarios, idealmente seleccionando productos o servicios que los competidores venden por separado.

We need to now stack bonuses. So you want to think about what is a bonus in your marketplace that you could offer, that your competitors are selling, that you can simply stack on as an additional bonus to your main offer. The more bonuses that you add, the higher your conversion rates will be. However, the sweet spot is around two to three additional bonuses.

Escúchalo en el minuto 21:18

Estrategia Halo: minería de foros para investigar dolores y deseos del cliente

Investigación de mercado y cliente

Para entender a fondo un mercado desconocido en pocos días, identifica la palabra clave principal de mayor tráfico de tu nicho y busca en foros como Reddit o Quora comentarios emocionalmente cargados, quejas, deseos y reseñas de productos competidores, organizándolos en una matriz de dolores, miedos y aspiraciones.

and we want to start doing something that I call the Halo Strategy. And it's where we go out, and we forum forage around the internet, and we start to do some private detective work, and find out exactly the pains, fears, hopes, and dreams of our marketplace. And I call this the Coliseum keyword. There's always going to be one keyword that represents the most amount of traffic in your niche, Then you want to go over to forums like Reddit, Quora, where you're literally looking for the most emotionally charged comments It could be the complaints. It could be the things that they're searching…

Escúchalo en el minuto 10:13

Optimización continua del embudo mediante pruebas A/B simultáneas basadas en hipótesis

Medición y experimentos

Para ajustar un embudo de forma continua, analiza métricas como CTR, CPL, ROAS, tiempo en página y tasa de conversión para formular hipótesis de mejora y mantener múltiples pruebas A/B (split tests) compitiendo contra el control de manera permanente.

Then you want to look at all of these numbers, your CTR, CPL, ROAS, time on site, conversion rates. And you basically want to come up with a hypothesis of what is happening in your funnel. And then as you run more split tests, you're basically creating a new hypothesis and going, okay, let's test this against the control. And you continue that loop forever. I get a severe level of anxiety if I go to bed at any given time and I don't have at least five split tests running. So if you do this, you will continuously be making more and more money each year. And that is step number 10, which is…

Escúchalo en el minuto 25:32

Captura de demanda frente a generación de demanda en tráfico publicitario

Canales de adquisición

El tráfico publicitario se divide en captura de demanda (captar búsquedas con dolor activo, como en Google, con alta conversión pero volumen finito) y generación de demanda (agitar problemas conscientes o latentes ante audiencias frías, permitiendo escala y facturación millonaria ilimitada).

And when it comes to traffic, there's only two types of traffic that exist. The first is demand capture. And that is where you're going out and you are capturing demand that is already present in the marketplace. And I call these prospects prospects with a bleeding neck. But the limitation with it is there's only a certain number of people that are doing those searches every single month. then Google is typically the place that we start with. It's the lowest lying fruit. It's the easiest traffic to convert. If you're selling something that there isn't a huge amount of search traffic for, then…

Escúchalo en el minuto 3:19

Los cinco elementos críticos que sostienen el 95% del peso en una página de venta

Mensaje y copywriting

El 95% de la efectividad de un embudo o página de venta recae en cinco elementos clave: el titular principal, el subtitular de apertura, la oferta, los subtitulares intermedios que detienen el scroll del lector y la posdata (P.D.).

But when we're thinking about where do we emphasize, where do we spend a disproportionate amount of our time when we're assembling this? So these are the elements that literally carry 95% of all freight in your funnel. First, as I've covered already, is the headline. Then the sub-headline. Form what we call the headline complex. If no one reads the headline, they're not going to read any other element of your entire landing page. Then the next point is the offer. Because this is ultimately what it is that we're offering and that we're trying to sell. The next point is the sub-headlines. These…

Escúchalo en el minuto 23:52

Asumir el riesgo de la transacción con garantías agresivas reduce el CAC a la mitad

Oferta y precio

En cualquier compraventa existe un riesgo inherente; cuando el vendedor absorbe por completo ese riesgo mediante una garantía contundente y específica, logra disparar las conversiones y reducir el costo de adquisición de clientes aproximadamente a la mitad.

And in order for your godfather offer to be compelling, it needs to be specific. We guarantee to increase your revenue by 43% or you don't pay. Which brings us to step number 15, which is to give a powerful guarantee. So in any transaction, there is risk present. And guess what we get in exchange for burdening that risk? Sky high conversion rates. And we get to slash our customer acquisition costs, usually in half.

Escúchalo en el minuto 21:07

Formato advertorial: mimetizar contenido editorial para maximizar lectura

Mensaje y copywriting

Estructurar anuncios con estética y formato de artículo editorial (titular de impacto con gancho único, subtitular explicativo e imagen nativa) incrementa drásticamente la tasa de lectura en comparación con anuncios puramente comerciales.

you'll see that they all have a few key ingredients. And that is a big, bold headline with a big, unique hook in it. Then it's followed by a sub-headline and then a native image below. What these advertisers realized back in the day is if they crafted up an ad that looked like editorial content, that it would dramatically increase the readership of these ads.

Escúchalo en el minuto 1:56

Riesgo de delegar copywriting en IA sin criterio previo de redacción

Mensaje y copywriting

Utilizar herramientas de inteligencia artificial generativa para redactar anuncios sin dominar previamente los fundamentos del copywriting lleva a malgastar presupuesto, ya que se carece del criterio necesario para discernir si el texto generado es persuasivo o deficiente.

No, Everybody that doesn't know what they're doing, they use AI and they feel like it's good. If you don't know what a good ad looks like, and you don't know how to write one yourself, every time you get an output from Claude or ChatGPT, you don't know if it's good, right? And you run it and you're just going to burn money. You first need to know what good looks like. So when you get an output, you can discern very quickly, is this crap or is it good?

Escúchalo en el minuto 13:34

Redacción de la página de ventas dirigida al perfil que aporta el 80% de los ingresos

Mensaje y copywriting

Al redactar una página de ventas, se debe interpelar y escribir específicamente para el perfil de cliente que genera el 80% de los ingresos del negocio, en vez de diluir el mensaje intentando apelar a todos.

So it first starts out with calling out your audience. Pick the person that accounts for 80% of your revenue and write your sales page directly for that person. It doesn't mean that it's not going to convert other people, but you want to speak specifically to the bulk of your market.

Escúchalo en el minuto 17:36

Mantenimiento de la atención en landing pages mediante bucles abiertos e intriga

Mensaje y copywriting

Para retener al lector en una landing page, no se debe revelar toda la solución de inmediato; es necesario abrir bucles de curiosidad y generar preguntas en el copy cuya respuesta obligue al usuario a seguir leyendo.

fourth point, which is to create irresistible intrigue. The things that people pay attention to are things that are new and novel and that are intriguing. So you can't lay out your hand and tell your prospect absolutely everything in the jump. You need to slowly unravel the story and the messaging by intriguing them, opening up loops, using copy that then opens another question in their mind. And the only way that they can answer that question is to keep on reading your landing page,

Escúchalo en el minuto 18:49

Investigación cruzada de anuncios fuera de tu industria

Investigación de mercado y cliente

Haz clic e investiga anuncios y embudos de sectores completamente ajenos al tuyo como método de estudio de mercado; la tecnología cambia pero la psicología humana se mantiene, permitiendo transferir tácticas efectivas entre industrias.

marketer, you need to be a student of markets. So even when you see an ad that is completely unrelated to what it is that you sell, you must click on that ad because it is all market research. And oftentimes you get one or two things from another industry and then you apply it to your stop learning. And the moment that you stop learning is when you stop earning. And while the technology changes, the psychology doesn't. So dedicate yourself to being a lifelong learner. Those skills are going to

Escúchalo en el minuto 26:19

Alineación de landing page con ángulos publicitarios de alto CTR

Conversión

Cuando una variante publicitaria obtiene un CTR desproporcionadamente alto, confirma que ese ángulo resuena con la audiencia y ese mismo mensaje debe reflejarse explícitamente en la página de aterrizaje para mantener la coherencia y maximizar conversiones.

what ad that I'm putting out that has the highest CTR. Because more people are clicking on it to find out more information, which is exactly the goal of the ad. So if you can see that there's an ad angle that's getting a disproportionate click-through rate, that is a good clue that this is a good angle. And then you want to make sure that that is also present on your landing page.

Escúchalo en el minuto 13:09

Presupuesto inicial para testeo de creatividades en Meta Ads

Medición y experimentos

Un presupuesto de inicio de aproximadamente 20 dólares al día (unos 140 dólares a la semana) es suficiente para testear alrededor de 25 variaciones creativas distintas en campañas de publicidad.

I recommend starting with something like 20 bucks a day. It's roughly around 140 bucks a week, give or take. That will allow you to test around 25 different creatives. 25 is a nice clear number for you.

Escúchalo en el minuto 12:36

Límites de escala al concentrar presupuesto publicitario en el público más consciente

Investigación de mercado y cliente

El segmento del mercado más consciente (completamente convencido y listo para comprar) es el más fácil de convertir y donde compite la mayor parte de la inversión publicitaria, pero ofrece un techo de escalabilidad limitado en comparación con audiencias en estados previos de consciencia.

And this all comes down to the market sophistication and competition continuum. So let me run you through all the different states of awareness in any given market. So the first one is like, these guys are already sold. Like they are buying now. They are completely sold that your solution is exactly what it is that they've been looking for. And because this market is so easy to convert, most of the ad dollars flow into this market. And it has its limitation around scale.

Escúchalo en el minuto 14:16

Diseñar anuncios que imiten los formatos editoriales más virales (noticias, hallazgos y chismes)

Mensaje y copywriting

Para captar atención en plataformas sociales, los anuncios deben mimetizarse con el contenido nativo más compartido (noticias, descubrimientos o cotilleo) y emplear fotos espontáneas tomadas con el móvil en lugar de piezas corporativas sobreproducidas.

Well, in order to do that, we must look at what is the type of content that people are consuming right now. Just like what they did in the 1960s, where they made their ads look like editorial content, we want it to look like the content that people are already consuming on the platform. And what you'll quickly realize is that the three most shared types of content on the internet is always news, findings, or gossip. And that's exactly what we're going to make our ads look like. If you think about a meta ad, you've got an image, which is your creative. You want to use a photo that was taken…

Escúchalo en el minuto 5:27

Copiar las tácticas de crecimiento de las grandes marcas, no su publicidad en la cumbre

Marca y posicionamiento

Las empresas en crecimiento no deben emular el branding institucional pulido que marcas como Apple o Nike hacen en la cima, sino las tácticas de respuesta directa y venta agresiva que utilizaron durante su etapa de ascenso.

And you might be thinking, but Sabri, I want to be the Apple of my industry. Or you might be looking at Nike and looking at all these massive companies. That is not what you want to be doing. You want to look at what people did on the climb, not what they're doing at the summit. And if you play that game right now, you're going to lose your shirt, and you're going to go broke very, very quickly.

Escúchalo en el minuto 7:37

Los dos pilares inmutables del marketing digital: captar y convertir atención

Estrategia y decisiones de negocio

Independientemente de los cambios tecnológicos y de plataforma, el marketing se reduce a dos habilidades fundamentales perennes: la capacidad de capturar la atención humana y la habilidad de convertir esa atención mediante disparadores psicológicos.

the two foundational things that are never, ever going to change is one, you need the ability to go out there and to capture attention. And the second thing is to convert that attention. If you master these two skills, you will never, ever go hungry. And if we understand what are the triggers, what are the psychological elements that we need to use to do both of these two things, then you will never have to worry about money ever again.

Escúchalo en el minuto 0:36

Tasa de clics (CTR) promedio de referencia en anuncios de búsqueda de Google

Canales de adquisición

La tasa de clics (CTR) promedio estimada para anuncios en la red de búsqueda de Google se sitúa en torno al 4% del volumen total de búsquedas mensuales.

And when it comes to Google, the rough click-through rate on most ads sits at around 4%. Meaning if there's 100,000 people searching for that every single month, you're going to get 4% of that overall 100,000 searches, being 4,000 clicks a month.

Escúchalo en el minuto 3:56

Tasa de éxito de cartas de venta en profesionales de élite

Mensaje y copywriting

Incluso los mejores redactores publicitarios del mundo tienen una tasa de acierto de aproximadamente el 30%, lo que significa que el 70% de las cartas de venta lanzadas no funcionan en su primer intento.

sales letter, these guys have a 30% hit rate. The best guys in the world, they do all of this. They write the sales letter, they launch it and 70% of the time it fails.

Escúchalo en el minuto 25:11

Google y Meta concentran más del 50% de todo el tráfico online

Canales de adquisición

Google y Meta representan conjuntamente más del 50% de todo el tráfico en internet, lo que los convierte en los canales fundamentales para la adquisición de clientes.

And when it comes to traffic online, Google and Meta, they account for more than 50% of all traffic.

Escúchalo en el minuto 5:03

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