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How to Build Crack-like Offers To 2x-10x Your Leads with Alisha Conlin-Hurd | PT EP 571
24 ideas de marketing sacadas de «How to Build Crack-like Offers To 2x-10x Your Leads with Alisha Conlin-Hurd | PT EP 571», de Perpetual Traffic. Sobre…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 56 min
- Publicada en 2024
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Framework de tres fases para auditar fallos en marketing: investigación, estrategia y ejecución
Medición y experimentosCuando una campaña de marketing no rinde, el error siempre se encuentra en una de tres fases: investigación (datos o comprensión del mercado erróneos), estrategia (enfoque, posicionamiento o ángulo equivocado) o ejecución (copy, diseño o implementación técnica deficientes). Auditar sistemáticamente estas tres etapas permite diagnosticar con precisión la causa raíz del fallo sin atribuirlo al azar.
still fail but I always know why I've failed and it's because I've mucked up one of those phases research strategy execution and now that I have that framework because I've failed epically so many times I can just go back and think okay was my research wrong was my strategy wrong or did I cook the execution so just so everybody knows
Escúchalo en el minuto 43:27
Sustituir la cotización directa por un micropaso de clarificación y diseño
Oferta y precioEn servicios de alto valor donde el cliente aún no sabe con precisión qué desea, ofrecer un presupuesto directo genera fricción porque no hay claridad sobre qué se está cotizando. Es más efectivo crear una oferta de entrada ('micropaso') enfocada en ayudarle a visualizar y diseñar la solución, presentada con una experiencia atractiva y alineada con los intereses culturales de su perfil.
market but the way that we created the offer was okay well the next micro step is not a quote how can you get a quote on something that you don't know what boring marketing it was have a sexy champagne design consultation with our team of women and come in with your Pinterest board and we'll figure out how what am I quoting because I don't even know what I want yet and that idea right I don't even know what my my kitchen is going to look like so I need a consultation to be able to visualize what it could be and then therefore that's your first micro yes and then to an offer which people…
Escúchalo en el minuto 20:17
No desactives ofertas ganadoras para probar nuevas ofertas (regla del equipo All-Star)
Oferta y precioCuando una oferta o anuncio funciona y aún tiene audiencia disponible, no debe apagarse para probar alternativas por simple aburrimiento o novedad. Las nuevas ofertas deben testearse en paralelo (como jugadores en un campo de entrenamiento) y solo incorporarse al sistema principal si superan o complementan a las existentes, manteniendo activas a las ganadoras mientras sigan rindiendo.
test it the caveat to that is don't just launch a new offer if you've got something working so you can test new offers but treat it like an here we go we want to create a team of all stars so treat ads this is how we treat offers we're testing out different things back here they're in the training camp and then the good ones make it to the team but I don't stop the good people in the team just cuz someone else has come in stop doing things because they work too why the well hasn't run dry there's still enough audience like we're scaling shiny object syndrome that's all it is
Escúchalo en el minuto 50:17
Alinear la oferta al nivel de consciencia y a la temperatura del canal
ConversiónLa oferta inicial debe diseñarse en función de la temperatura del tráfico (búsqueda activa vs. redes sociales) y el nivel de consciencia del cliente (siguiendo modelos como las 5 etapas de Eugene Schwartz), asegurando que el siguiente paso propuesto entregue valor tangible por sí mismo, sin importar si deciden comprar el servicio completo.
putting because it depends on the temperature of traffic and the stage of the buyer Journey that's what we're labels of it so temperature of traffic meaning if it's social media traffic versus if it's on your email list or on Google actively looking for you that's a Bullseye of the market we're entering a different conversation which means we put a different offer in front of them right and so all you're thinking is based on that temperature of traffic based on that stage of the buyer's journey and if you've never mapped it out go and look up Eugene schwarz's five stages of awareness and then…
Escúchalo en el minuto 24:12
ConversiónEn ventas consultivas de ticket medio o alto donde el tiempo es limitado, añadir fricción intencional (como formularios de múltiples campos que pregunten presupuesto) disuade a curiosos y asegura calidad. Si un prospecto no cumple el perfil, se debe cancelar la cita y redirigirlo a recursos gratuitos, productos de bajo ticket o referirlo a agencias aliadas para monetizar el descarte.
is I mean why I think I counted like 18 form fields or something crazy yeah CU I don't want to talk to non buas and like lead generation there's two levers there's quality and there's quantity I don't need quantity I do found a lead sales I don't want 10 appointments I want the right ones so these are the questions name email what's your um paid ads budget per month and then based on these questions I probably cancel 30 to 50% of people who book in do you really can't help them why would I like that's a waste of both of our time so I say through your application because that's what this is…
Escúchalo en el minuto 31:06
Estructurar el embudo en tres ofertas secuenciales basadas en «micro-síes»
ConversiónEn lugar de buscar una conversión inmediata y agresiva tras el primer clic, un embudo de captación efectivo debe construirse sobre una secuencia de «micro-síes» dividida en tres ofertas progresivas: un imán de autoridad (lead magnet optimizado), una oferta de generación de leads y una oferta comercial de venta.
so throughout your funnel you have different offers right and when we create this funnel we're not looking for that's not what we're looking for we're looking for a series of micro yeses so the three core offers in these funnels is you have an authority Beacon that's [ __ ] so you have an authority Beacon then you have your lead generation offer and then you have a sales offer and they each have a different purpose everything has a different point the traffic gets the click and then each of these offers take the next micro yes with your
Escúchalo en el minuto 10:57
Revitalizar una oferta fatigada mediante reposicionamiento en lugar de rehacer el producto
Oferta y precioCuando una oferta comercial validada empieza a perder tracción o a agotarse en el mercado, usualmente no se requiere crear un producto o servicio nuevo desde cero, sino cambiar el ángulo, la narrativa y la forma en que se explica el valor de la solución.
and they just dry up and then we just sometimes it's not creating a new one it's just repositioning the offer usually the offer is always the same it's the the it's the thing you do right it's just how you explain it and so you should always be testing it my thing is
Escúchalo en el minuto 49:56
Las cuatro fases secuenciales del marketing y el riesgo de omitir la investigación
Investigación de mercado y clienteCualquier iniciativa de marketing debe ejecutarse a través de cuatro etapas estructuradas: investigación, estrategia, ejecución y optimización. El fallo más común consiste en saltarse la investigación y la estrategia para empezar directamente en la ejecución (como diseñar landing pages a ciegas), lo que deteriora los resultados bajo la premisa de que si los insumos de información son deficientes, los resultados…
offer there's there's stages right and there's stages to everything in marketing so if your marketing is not working I know you've cooked one of these stages research strategy execution optimization and so what do most people not do no one does the research it's unsexy no one likes it it takes time but marketing is inputs and outputs yeah garbage in garbage out and so what most people do is they skip to execution they don't even do the strategy they just start making a landing page what like what are you making your landing page on
Escúchalo en el minuto 18:28
Optimizar las campañas para compradores e ingresos netos, no para tasas de conversión intermedias
Medición y experimentosLa métrica rectora de adquisición debe ser el número de compradores e ingresos generados, no el porcentaje de conversión de la página de captura o landing. Campañas con tasas de conversión intermedias más bajas suelen generar mayor rentabilidad si atraen tráfico de mayor cualificación y poder adquisitivo.
that's the thing we're not optimizing for more conversions on an opt-in page or a landing page your norstar metric is buyers always we have campaigns that convert lower but they make more money everyone knows it resulted in more Moola like in in made more money for the client that's the whole point
Escúchalo en el minuto 30:10
La tasa de recambio demográfico determina la vida útil de una oferta en paid media
Investigación de mercado y clienteLa longevidad de una oferta sin necesidad de renovación constante depende de si el mercado objetivo tiene un flujo continuo de nuevos entrantes por ciclo vital (ej. madres primerizas o etapas de crianza específicas, donde el público se renueva solo) frente a nichos más estáticos (ej. inversión inmobiliaria), donde la penetración publicitaria satura a la audiencia y acorta la vida útil del ángulo comercial.
I think if there is constantly new people coming into your Market that have never seen your offer like for example constantly have like new moms are like they're constantly coming in like like they're not the same they only needed in for this like eight nine month period of time and then a whole new market comes in you can have an offer that just crushes for years and years because it's constantly being refreshed meta at a certain point you're going to penetrate that market with that offer and you're going I think it has a less it has a shorter lifespan at least in my
Escúchalo en el minuto 52:00
Mensaje y copywritingLa oferta define el valor o beneficio final que el usuario obtendrá, mientras que el llamado a la acción (CTA) debe formularse como la acción concreta e inmediata que debe realizar para conseguirlo, vinculando la acción con una expectativa de tiempo o resultado específico.
changed right and so instead of just applying now it's apply today and get your pre-approval in 24 that's what we're doing the offer is what they're going to get the call to action is what they need to do to get it
Escúchalo en el minuto 27:30
Investigación de mercado y clienteHablar directamente y de forma regular con el equipo de ventas es una forma directa y subutilizada de investigación de mercado para refinar los mensajes comerciales y descubrir dolores reales de los clientes.
talking to the salespeople yeah yeah correct which is obviously a form of market research ask yourself if you're a business owner right now how many times have you talked to your salespeople to get your marketing message chances are very few of you have
Escúchalo en el minuto 35:10
Aumento del 200% en conversión reenfocando el valor en la landing page
ConversiónEn servicios financieros B2B, reestructurar la propuesta sobre el pliegue (above the fold) para destacar la resolución de dolores concretos descubiertos en el equipo de ventas duplicó por dos (+200%) la tasa de conversión y redujo el CPA frente a la página anterior (5,61% CR y 700 USD de CPA), sin cambiar el producto ni aumentar el presupuesto.
finance and so apply now boring boring the conversion rate was 5.61% CPA 700 bucks that's not that bad like um other information plus some others we put it above the fold on the landing page put a increase the conversion rate by 200% we're not changing the offer we're and not only the conversion rate but the CPA came down I think the CPA has actually come down since I made this as
Escúchalo en el minuto 26:20
Incremento de conversión al derivar tráfico a landing page dedicada en lugar de la homepage
ConversiónDirigir el tráfico de campañas de Google Ads a páginas de aterrizaje específicas en lugar de la página de inicio (homepage) elevó la tasa de conversión del 1% a un rango de entre el 8% y el 10%.
we've taken their landing page from I think no they were sending it to their website their homepage which was about 1% and now on some of our Google ads campaigns we're up to 8 to 10% which is
Escúchalo en el minuto 36:58
Marca y posicionamientoEn la venta de servicios de marketing, conviene descalificar explícitamente a los clientes que pretenden imponer las decisiones tácticas. Debido a la 'maldición del conocimiento', los clientes suelen obsesionarse con comunicar aspectos de su empresa que al mercado no le interesan, por lo que el consultor debe posicionarse como estratega guiado por la investigación y no como un mero ejecutor.
proposal in my proposal there's a slide that says here's six reasons why you work with and one of them is um you want a waitress not a strategist and it says if you want to come in and tell me how to do marketing do not pay me a cent research is telling me one thing I trust that because I haven't drunk the Kool-Aid about their company the stuff got the curse of knowledge right they want to talk about dumb [ __ ] no one cares about as I tell them it's like no one cares about that in your marketing this is what we're going to do so um yeah where your strategist
Escúchalo en el minuto 46:01
Hipersegmentar un nicho con presupuestos publicitarios bajos bloquea la optimización por falta de datos
Canales de adquisiciónElegir un nicho sumamente cerrado en campañas de pago cuando se dispone de un presupuesto publicitario reducido es un error: el volumen de clics e impresiones resulta insuficiente para generar significancia estadística y optimizar. En esos casos, abrir la segmentación a un público más amplio permite recopilar la cantidad mínima de datos necesaria para iterar.
and so um recently we launched a client's campaign in the video production space and my call as the strategist was to go Niche on corporate video and with their budget it was stupid there wasn't enough clicks we weren't getting enough data and the page was great but now we're going broader on video production and testing the
Escúchalo en el minuto 43:58
Captar con lead magnets a prospectos no listos para agendar llamadas directas
ConversiónPara prospectos que están en una etapa temprana del viaje del comprador y no están listos para agendar una llamada directa de $130-$200 CPL, se debe ofrecer un lead magnet de menor fricción (como un ebook temático a $58 CPL) solicitando teléfono para permitir prospección activa y nutrición por email a largo plazo.
got the data but 160 leads in October their CPL 130 to 200 and it's down but there's people earlier in the buyer Journey who are very much not ready to commit to a calendar booking right so ecosystem it's and and it's an ebook and but it does for this and here it is five warning signs you're losing funds with goes on an opt-in page now this got 831 right but on this opt-in page there's a phone number so their sales team can had a hungry sales team who needed more $58 a lead cool they can call them but amount with a funnel all of these leads we've one we've built a list and now they can…
Escúchalo en el minuto 37:18
Estrategia de contenidosLa efectividad del contenido debe medirse por su capacidad para atraer al perfil de cliente ideal e iniciar el proceso de compra, no por el volumen bruto de seguidores, vistas o interacciones. Un contenido con pocas visualizaciones pero altamente dirigido al cliente objetivo que genera solicitudes de venta es sustancialmente más valioso para el negocio que un contenido viral de un millón de vistas que no monetiza.
we hit record who cares about a video that gets a million views if it doesn't but that's not really the reason the reason is to ultimately sell a product you get a video that's 200 views and half of those people are your ideal customer profile maybe one or two of them fills out an application like that's a more successful video than a million view video that gets nothing except ego it's um we call it optimizing it's called content with intent what's what you want you don't want a bunch of fans you want followers and you want to know how to actually convert and
Escúchalo en el minuto 16:30
ConversiónLa captación de clientes requiere dos esfuerzos simultáneos: capturar la demanda que ya está lista para comprar hoy ('cosechar') y nutrir prospectos para el futuro ('plantar semillas'). Limitarse únicamente a cerrar conversiones inmediatas agota el mercado y crea una dependencia insostenible de prospectos calientes a corto plazo.
describe it in lead generation there's there's two things like come come to me to the with me to the farm there's harvesting for now and there's planting seeds for later most companies only focus on harvesting for now what can I get now what's ready now cutting down trees cutting down trees they are never ever ever planting seeds for later and what does this mean we're building never replanting this is me replanting this is me building pipeline this is me planting seeds for later so yes of course we have the campaigns that are scooping up harvesting everything that's ready now we're…
Escúchalo en el minuto 40:38
Medición y experimentosIncluso realizando correctamente la investigación, la estrategia y la ejecución, la tasa habitual de acierto en marketing y ángulos de mensaje es de aproximadamente 1 de cada 5 (20%). Lograr 2 o 3 éxitos sobre 10 es un rendimiento sobresaliente, lo que implica que el fracaso en la mayoría de las pruebas es una parte inherente y necesaria de la experimentación.
don't understand is you still have maybe a one in five like hit rate is is what we've said many many times like so if you're two out of 10 you're doing well three out of 10 you're like Hall of Fame it's like that still means that you're going to fail seven times it's a messaging themes and only one out of those five might even get any sort of but that's about the average it's about one and five and like the other ones you just sort of throw aside and you learn from them and you iterate and then you
Escúchalo en el minuto 47:10
El marketing efectivo debe hacer que el cierre de ventas sea superfluo
ConversiónEl proceso de venta debe comenzar dentro del marketing en lugar de tratarse como una fase desconectada al final del embudo; al educar al prospecto y gestionar sus expectativas a lo largo de cada punto de contacto, el comprador llega a la oferta final prediseñado y listo para comprar sin necesidad de cierres de venta agresivos.
probably don't get but the selling starts in the marketing and it's not it's not compartmentalized right the whole idea of your marketing is that the sales is superflous meaning it's unnecessary there's no selling it just people are predetermined they come to you they're ready to buy because you've had that series of micro yeses so by the time they're hearing the sales offer they're ready they are ready it's not a hardcore clothes and so I do believe Market instead of just attention grabbing it it moves marketing into things like expectation management and um greater degrees of user…
Escúchalo en el minuto 13:29
Mensaje y copywritingLas empresas suelen asumir erróneamente que el usuario conoce la jerga técnica de su sector; el mensaje de la web debe ser lo bastante simple y explícito para que cualquier persona ajena al negocio entienda de inmediato qué se ofrece, para quién es y cómo se entrega.
many businesses have which is they assume too much they assume their customer like you know they don't list on the site clearly this is what we do this is who we do it for this is how we do it and in some cases you actually and know it's like the grandma test if you're listening to this podcast go get the closest Grandma to you and put her in front of your website and see if she can figure out what it is that you offer and if she can't it's not her fault
Escúchalo en el minuto 27:59
Medición y experimentosExigir o prometer garantías de éxito absoluto a la primera en marketing es inviable debido a la multiplicidad de variables involucradas. La iteración, el fallo continuo y el aprendizaje son partes inherentes e imprescindibles del trabajo de marketing.
a lot of agencies are held at gunpoint because people expect marketing to be right the first time and so people say to me well what are your guarantees and I'm like bro imagine if I could guarantee to you I'm going to make this work I wouldn't be charging you this amount I'd be charging you millions of dollars because I'm guaranteeing that your marketing is going to work there's so many things at play and there's so many variables it's okay to failed marketers because that's the part of the job that people don't Embrace enough and I fail every day of course I do that's how you
Escúchalo en el minuto 0:00
Distribución temporal de conversión en leads captados en la parte alta del embudo
Medición y experimentosEn la captación de prospectos en parte alta del embudo mediante lead magnets, solo un ~3% se convierte de forma hiperactiva dentro del primer mes; el resto de las conversiones se distribuye en una cola larga de 2 meses a 3 años según la duración del ciclo de compra.
like these people that we capture at top of funnel can convert in two months 3 months 6 months one year two years 3 years so there's always like a tail end on it which often depends on like the lead to sales time and the length of the the client it's like the ebook lead isn't going to con some of them will some of them will be hyperactive usually about 3% will be hyperactive and we can get them within the first month but a
Escúchalo en el minuto 39:08
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