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How to Craft a Legendary Brand and Create Raving Fans with Scott Wozniak Part 2 | PT EP 611
16 ideas de marketing sacadas de «How to Craft a Legendary Brand and Create Raving Fans with Scott Wozniak Part 2 | PT EP 611», de Perpetual Traffic…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 39 min
- Publicada en 2024
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Sistematizar recordatorios periódicos para mantener la consistencia en el cuidado de clientes
Retención y relación con el clienteDepender de la memoria o de impulsos espontáneos genera inconsistencia en el trato al cliente; es necesario programar tareas recurrentes en el calendario o CRM (por ejemplo, un recordatorio mensual para enviar un número fijo de notas personales) con los materiales ya preparados.
make a difference having said that where I fall down is I care and then I forget I I got warm-hearted impulses I know the creative who's like gonna get around to it and then I'm inconsistent no I have got a system reminder I mean literally this morning I had a reminder tick up in my my monthly system once a month it says hey send three personal notes I've got cards that are like I've got my return address and a stamp on
Escúchalo en el minuto 14:30
Creación de momentos memorables con valor narrativo para activar el boca a boca
Retención y relación con el clienteLa excelencia operativa y la satisfacción del cliente no bastan para generar recomendaciones automáticas, ya que las personas no comparten datos ni sentimientos generales, sino historias. Para activar el boca a boca, las marcas deben diseñar intencionalmente momentos memorables y extraordinarios.
they love you they legitimately love you but they aren't telling anyone about you you have loving fans doesn't mean they're raving fans raving fans Rave right so and and sadly people don't tell facts they don't even tell feelings if you want them to talk about you what we learned is people tell stories so you have to create a story that they want to share or what we've termed a memorable moment that's the last gear memorable moments and so you create these little moments that pop that are storyworthy
Escúchalo en el minuto 17:29
Marca y posicionamientoLos clientes no se convierten en fanáticos apasionados por lo genial que sea una empresa, sino por cómo el producto o servicio los hace sentir respecto a sí mismos frente al mundo. El rol de la marca en la narrativa debe ser el de guía o mentor que celebra y valida la identidad deseada del cliente.
celebrate your customers you don't celebrate yourself you highlight them um yeah so we're the mentor the guide glad we got to help and see the question your customer is asking is this how do I feel about myself when I'm with you not how do I feel about you how do I feel about myself when I'm with you and man next level it's not you it's how they you're just the means that you you're what they use to prove tosel in the world they really are stuff it's not Harley's awesome it's I'm awesome because I ride a hog right now awesome I'm the man because of my bike
Escúchalo en el minuto 20:03
Fidelizar clientes con toques personales no transaccionales una o dos veces al año
Retención y relación con el clientePara convertir a los clientes en promotores incondicionales, se deben realizar pequeños contactos proactivos e individualizados una o dos veces al año centrados en su vida o logros de negocio (no correos de venta o marketing masivo), combinando alta atención humana (notas manuscritas, llamadas) con tecnología (CRM, alertas de Google o IA).
to do but if you want to go raving fans what we actually say is once or twice a year do one or two things in each asking is is do you care about me do you see me do I matter to you as a person not not just as a transaction here um and this is where these little personal um fact once or twice a year right you going on here and so there's there's two basic ways to pull this off again let's get tactical High touch kind of white glove concierge stuff and then high-tech tools that allow you to communicate at things like using a CRM listen crms are like Google news alerts to kind of find out what's…
Escúchalo en el minuto 10:07
Conectar explícitamente los reportes de marketing con el impacto en ingresos del cliente
Retención y relación con el clienteEn servicios y consultoría, no se debe asumir que el cliente sabrá conectar las métricas técnicas intermedias (como tráfico o SEO) con el crecimiento de su negocio. Es necesario mostrar de manera explícita la relación causa-efecto entre las acciones realizadas, los resultados conseguidos y el impacto en ventas o facturación; de lo contrario, el cliente sentirá que paga por métricas irrelevantes y cancelará el…
mentioned they have goals it's not just they want really good SEO numbers they want their business to actually get more clients themselves they want to see Revenue growth they want to hit their you can't assume they're going to connect the dots like you often have to connect the dots for them this Behavior here turned into this client outcome for you here which should be driving an extra bit of revenue for you here and and if we don't make that visible we partner and they're like they show me these monthly reports with all our SEO numbers but I don't see any increase in sales and so like why…
Escúchalo en el minuto 3:26
Sistematización de toques personales no transaccionales para fidelizar clientes
Retención y relación con el clientePara mantener una relación cercana y constante con los clientes mediante toques no transaccionales (como notas manuscritas de agradecimiento o seguimiento), se debe eliminar la fricción preparando el material por lotes con antelación y estableciendo recordatorios periódicos en el calendario.
three a month and they're kind of preset up my assistant helps me set them all up happens if I don't have a reminder um I'll send three a year because I get you how you doing and so setting reminders setting systems pre that pre- buy the cards I stamp I do one chunk of time where my sister and I we go stamp a bunch of them make a stack address them all and then they just sit system and the reminder means I'm going to do these little simple things on a proactive and it's unsolicited and it's non transactional it's like it's all
Escúchalo en el minuto 15:07
La excelencia inconsistente destruye la confianza al igual que el fracaso continuo
Retención y relación con el clienteLa confianza del cliente no admite crédito parcial; fallar en pequeños detalles de manera intermitente genera la misma percepción de falta de fiabilidad que fallar siempre, arruinando la reputación operativa.
the the hard painful truth um partial trust partial Excellence doesn't create partial trust it's an all or nothing time here's what we learned inconsistent Excellence creates the same amount of trust as consistent failure you don't get partial for partial no partial credit no it's um well no one thing is a big deal but a pattern of little things will break trust yeah so I was inconsistently pretty good grade right right yeah 90% excellent is enough to make you famously broken yeah it's it's an all or nothing
Escúchalo en el minuto 7:10
Mensaje y copywritingAl diseñar experiencias y narrativas para los clientes, estos deben ser situados como los protagonistas de la historia y no la empresa, ya que los clientes no comparten relatos sobre lo buena que es una marca, sino historias que reflejan su propio éxito y estatus.
be the hero of the story and logically I'm thinking I need to be the hero of this story because I want the outcome I'm after is they talk about me so I'm is it doesn't work man now we did pretty tell your story they want to tell their story so so if you want to get them to talk you have to create a story where your customer feels like the hero you
Escúchalo en el minuto 18:21
Celebrar el lanzamiento del cliente B2B al finalizar un proyecto técnico
Retención y relación con el clienteEn sectores B2B o industriales donde la entrega del proveedor marca el inicio de la operación del cliente, organizar una cena o evento de celebración del hito alcanzado (sin mezclarlo con una propuesta de venta inmediata) consolida la relación y crea momentos memorables que fidelizan la cuenta.
okay so if you are more in this technical businessto business Zone what we have found overwhelmingly the best win is um okay so your work typically is you are setting tools up in their hands the end of your work is the beginning of their productivity and so there's what you do not all the time not for everybody every but once or twice a year throw a party and celebrate their launch your end is their beginning you often exist to get them launching the next on you know what they do they come back sometimes it's six months after they've been off the job site and they host a dinner nice place…
Escúchalo en el minuto 26:42
Celebrar los logros del cliente en B2B para fidelizar y blindar la relación
Retención y relación con el clienteHacer seguimiento de los objetivos de negocio de los clientes B2B y celebrar públicamente sus victorias (lanzamientos, metas de facturación o reconocimientos) genera reciprocidad no transaccional y convierte al cliente en un promotor incondicional, haciendo que la renovación de contratos de alto valor sea incuestionable frente a competidores que compiten por precio.
to do this is you just track their business progress and when they have a business win you show up and celebrate them for their business win so this kind of stuff you do that honestly chick directly tied to the business value you provide and makes it more important we should keep doing business with these it's actually better for you on the businessto Business technical side um obviously you're evoking the law of reciprocity here without asking for an ask I mean once again it's non-transactional like you're legitimately doing it and oh by the way it's probably pretty damn good for repeat…
Escúchalo en el minuto 30:39
La excelencia operativa y la consistencia son el pilar fundamental de la confianza del cliente
Retención y relación con el clienteNinguna campaña creativa ni aumento en el volumen publicitario puede compensar la falta de excelencia operativa y consistencia en la entrega del producto o servicio. La confianza del cliente se construye al comprobar de forma repetida que el servicio se entrega de manera fiable y predecible; sin esa base operativa, el resto de esfuerzos de marketing pierde su valor.
awesome um yeah it's operational excellence man it's the fundament wait priority if we don't get this right it doesn't matter how fancy we do the other killing their brand and more and better they could triple they're advertising quality and volume and they would still be held back by this first the first question they ask is can I trust you and I trust you and man cannot out party out Market out play out creative a lack of trust like it's just like I the trust is because I know it's going to be consistent and I don't say trust like you they trust in the fact that what you deliver to them is…
Escúchalo en el minuto 0:14
Retención y relación con el clientePara no interrumpir los bloques de trabajo profundo ni dejar al cliente desatendido, revisa los mensajes al final del día y envía una confirmación breve avisando cuándo responderás con detalle.
would advise everybody turn your notifications off don't reply in the end like every at lunch and at the end of the work day like even when I'm in deep maker mode doing creative stuff I pause and I skim through and I'm like hey got it I B you know I can't get to you that today I'll get back to you tomorrow just an acknowledgement of receipt simple basic communication that says hey I got you I'm not going to let the business day close without letting you know I got this and I care about you
Escúchalo en el minuto 6:01
Retención y relación con el clientePara afianzar el valor del servicio, recuerda de forma proactiva al cliente qué tareas específicas contrató y compárale los resultados actuales frente a los datos previos a la contratación.
promised you and you sometimes have to remind him of the promise you hired us to I'm GNA make numbers up here right you hired us to get uh you know 10 new ads run uh this month uh 10 new ads were run this month here are the ads um you hired us to get an increase of your you know your hits in your landing page here were your old hits before you hired us here's the ones we currently have like just remind them hey this was the first set of things you asked us to do we're doing it and if you don't on some a regular basis say we did it now some of
Escúchalo en el minuto 5:09
Retención y relación con el clienteChick-fil-A genera un volumen masivo de conversación en redes sociales sin depender de grandes campañas publicitarias nacionales, delegando en cada una de sus más de 3.000 sucursales la meta de crear un momento memorable al mes para sus clientes, lo que detona historias compartidas orgánicamente entre amigos.
Chick-fil-A is a good example of this do you know Chick-fil-A is the most talked the US where they are they are the most talked about brand in any category by don't do National ad campaigns very much very little here's what it is every restaurant does one memorable moment every month for their customers that's the goal and these little bitty stories their customers tell their friends that's it but there are over 3,000 restaurants as a time of this recording uh that have a little moment they buzz
Escúchalo en el minuto 24:08
El boca a boca acumulado de clientes supera el impacto de patrocinios con celebridades
Marca y posicionamientoConseguir de forma consistente que cada cliente satisfecho recomiende la marca a su círculo cercano genera un crecimiento orgánico sostenido y un valor comercial superior al de invertir grandes presupuestos en acuerdos con figuras públicas famosas.
their friends and every month there's just another little group of them telling their friends and those little aggregate moments of those people been like dude check this out check this one thing that that's how you get 15% growth every year that's how you get this crazy that's how you become the most talked about brand you you don't need you know just get every customer to tell 10 of their friends and that that actually could drive more business value than spending billions of dollars trying to get famous people to talk about you um
Escúchalo en el minuto 25:04
Retención y relación con el clienteUna plataforma de analítica e inteligencia de datos en salud instituyó un premio para reconocer al 20% superior de médicos según sus resultados clínicos; dado que el uso intensivo de la herramienta correlacionaba directamente con mejores resultados, la premiación incentivó orgánicamente la adopción y engagement sin necesidad de una venta agresiva.
couple other examples we worked with a group The a big Physicians Network this big massive Health Complex um and one of the things they did was Institute an award for the top 20% of physicians track their patient numbers and the client was some somebody who ran high data stuff um that they did kind of AI data algorithms this very high-tech kind outcomes and efficiencies and one of the things they did the key one of their key people they needed these Physicians to actually engage and use the tool very often so they just honored the top physicians in the space and what do you vast majority of…
Escúchalo en el minuto 30:59
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