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How to Sniff Out Your Marketing Agency’s B.S | EP 514
20 ideas de marketing sacadas de «How to Sniff Out Your Marketing Agency’s B.S | EP 514», de Perpetual Traffic. Sobre todo de canales de adquisición…
- 20 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 44 min
- Publicada en 2023
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Remarketing editorial mediante dominios de terceros para generar prueba social y autoridad
Canales de adquisiciónEn lugar de reimpactar a los visitantes de tu sitio web con anuncios directos de tu propia marca pidiéndoles que regresen, utiliza tu píxel de retargeting para mostrarles anuncios y contenidos editoriales procedentes de un medio o dominio aparentemente independiente que posicione a tu empresa como la mejor opción de la industria. Los usuarios perciben este contenido como un respaldo orgánico e imparcial, lo que…
uh so what many people do not realize is you do not need to use the same URL as the origination of the traffic in your remarketing I'm going to say that again in a different way if somebody uh clicks on an ad or even finds you organically and goes to your website and your your website abc.com when you run a remarketing campaign that remarketing campaign is based off of a pixel that could be it could belong to any account so you could remarket for xyz.com if somebody goes to perpetua or if somebody goes to tier 11 let's say they go to tier 11.com and then they leave the thing that you're used…
Escúchalo en el minuto 7:28
Desconfiar de agencias cuya principal propuesta de valor sea ser 'Google Partner' o seguir sus recomendaciones
Canales de adquisiciónTener la insignia de Google Partner o Meta Partner no garantiza competencia técnica ni resultados comerciales reales. Seguir ciegamente las recomendaciones y la formación oficial de Google suele estar orientado a incrementar el gasto publicitario y no necesariamente a optimizar el retorno de inversión del cliente.
number one on your list we're Google as though this matters what this really means is I had 45 minutes to waste partner but there's no real value education Google's education is flawed so if somebody says we follow all the rules or we do what Google tells us to you don't want to work with that agency yeah because Google wants you to spend a whole bunch of money and not care about the results
Escúchalo en el minuto 16:20
Cómo verificar si una agencia tiene contacto directo y real con Meta
Canales de adquisiciónPara comprobar si una agencia tiene acceso directo legítimo a Meta, se debe preguntar si cuentan con un 'Partner Manager'; el uso de términos obsoletos como 'Facebook rep' o afirmaciones genéricas suele ser señal de que no pertenecen al programa oficial.
if somebody says like do you have uh you oh you have a Facebook rep like ask them what kind of rep they have if they don't know what it is or if they don't know if it's a partner manager partner manager is the key for agencies they're bullshitting you like it's BS and I know especially if they say they have a Facebook rep which is like or they have our Facebook partner there's no such thing yeah anymore it's a meta business partner or a partner manager program so
Escúchalo en el minuto 20:29
Auditar en detalle el trabajo real detrás de los logotipos de clientes
Marca y posicionamientoLos logotipos corporativos y elementos de prueba social en sitios web son fáciles de exagerar mediante interacciones mínimas o clientes indirectos; para evaluar la verdadera capacidad de un proveedor, se debe solicitar el detalle del alcance específico, las campañas exactas y los resultados obtenidos para esas marcas.
and I wouldn't let don't let yourself be blinded by the big brand logo on somebody's website because I don't think that means anything that just means I'm hiding behind ad spend website like it's such an easy thing to spoof into game you know it's like well unbelievable so watch out for that it's not all that it appears it's certainly a trust factor that if you're doing like a they may or may not be completely above board ask them what they did hey what did you do for Hamilton Beach what work did you do for them yeah yeah tell me about a campaign that you worked or maybe one that you didn't…
Escúchalo en el minuto 27:37
Canales de adquisiciónComprar tráfico pagado antes de resolver los fundamentos del negocio es un error común: antes de lanzar anuncios en plataformas como Facebook o Google, es indispensable contar con una configuración técnica de analítica y tracking correcta, investigación profunda del cliente ideal, ganchos de mensaje definidos y validación previa de la oferta con tráfico frío.
they sell you what you want but not what you need Hmm this is a real real problem if you go in and say Hey I want Facebook ads like they will sell you Facebook ads twice twice over not even looking at like what you actually need businesses think that they need just more traffic right when in fact sometimes it's not the what you actually need for your business when in fact if you don't have tracking set up if you don't have Avatar Deep dive research if you haven't done at for messaging and hooks and all the things that are important that drive equation especially the tracking most need your…
Escúchalo en el minuto 30:18
Canales de adquisiciónComprar tráfico pagado antes de resolver los fundamentos del negocio es un error común: antes de lanzar anuncios en plataformas como Facebook o Google, es indispensable contar con una configuración técnica de analítica y tracking correcta, investigación profunda del cliente ideal, ganchos de mensaje definidos y validación previa de la oferta con tráfico frío.
they sell you what you want but not what you need Hmm this is a real real problem if you go in and say Hey I want Facebook ads like they will sell you Facebook ads twice twice over not even looking at like what you actually need businesses think that they need just more traffic right when in fact sometimes it's not the what you actually need for your business when in fact if you don't have tracking set up if you don't have Avatar Deep dive research if you haven't done at for messaging and hooks and all the things that are important that drive equation especially the tracking most need your…
Escúchalo en el minuto 30:18
Canales de adquisiciónComprar tráfico pagado antes de resolver los fundamentos del negocio es un error común: antes de lanzar anuncios en plataformas como Facebook o Google, es indispensable contar con una configuración técnica de analítica y tracking correcta, investigación profunda del cliente ideal, ganchos de mensaje definidos y validación previa de la oferta con tráfico frío.
they sell you what you want but not what you need Hmm this is a real real problem if you go in and say Hey I want Facebook ads like they will sell you Facebook ads twice twice over not even looking at like what you actually need businesses think that they need just more traffic right when in fact sometimes it's not the what you actually need for your business when in fact if you don't have tracking set up if you don't have Avatar Deep dive research if you haven't done at for messaging and hooks and all the things that are important that drive equation especially the tracking most need your…
Escúchalo en el minuto 30:18
Estrategia de embudo desacoplado con sitio editorial y retargeting comercial
Canales de adquisiciónCrear una marca o portal editorial independiente en la parte alta del embudo (ToFu) para educar a la audiencia sobre los beneficios de una categoría permite nutrir el interés de forma neutral; posteriormente, se utiliza retargeting pagado para dirigir a esos usuarios cualificados hacia la oferta del producto comercial en la parte baja del embudo.
is setting up a brand or maybe a personal brand like let's say casa muslim.com or whatever it happens to be or you know something about like what your product is all about let's pick a fictitious product uh you know green juice for example so you set up exists rough at all well a fiction in the green juice Niche all right how about in the uh to pick your color the purple juice Niche there you go okay so you set up a site called purplejuicing.com and you set up a Facebook page purple juicing and you feed content to individuals top of funnel about the value of purple juicing and in your…
Escúchalo en el minuto 10:23
Desconfía de agencias que basan su valor en certificaciones oficiales como Google o Facebook Partners
Canales de adquisiciónLas insignias de Google o Facebook Partner y el cumplimiento estricto de las directrices de las plataformas no garantizan resultados para el cliente. La formación y recomendaciones oficiales de estas plataformas suelen estar diseñadas para maximizar el gasto publicitario y el beneficio de la red, no el retorno de inversión del anunciante. Una agencia que solo sigue al pie de la letra lo que dice Google suele carecer…
we're Google Partners or Facebook Partners as though this matters what this really means is I had 45 minutes to waste and I wasted it there's no real value proposition Google's education is flawed so if somebody says we follow all the rules or we do what Google tells us to do you don't want to work with that agency
Escúchalo en el minuto 0:00
Marca y posicionamientoOfrecer servicios como una «solución integral para todas las industrias» es una contradicción operativa, ya que áreas como la arquitectura de embudos y la compra de tráfico pagado demandan competencias técnicas y estratégicas profundamente distintas.
um I also love a world One Stop Shop oh one stop shot yeah so if you need like and that's what one stop that's how different these proficiencies are that's how different if you really think about it funnel creation and Google ads creating funnels and managing Google ad accounts and my very last one is this is the best one we specialize in every industry we especially you know what that's like
Escúchalo en el minuto 41:34
Exigir la metodología exacta ante reclamos de atribución o software 'propietario'
Medición y experimentosMuchas agencias promocionan algoritmos de atribución o 'fórmulas secretas' que en realidad son simples paneles de Looker Studio con un diseño personalizado; ante estas afirmaciones, se debe exigir una explicación detallada de la metodología analítica en lugar de aceptar la tecnología propietaria a primera vista.
like valuation agency chances are it's probably just looker Studio really at the end of the day so with some pretty up on the front end because they've got a nice software developer right oh proprietary watch out for that secret sauce and if they do have a secret sauce have them show like what it is like there should be a methodology to what they do but when it comes to attribution and data drill down on those questions a little bit more as opposed to just sort of taking it at uh at first glance this is
Escúchalo en el minuto 25:04
Oferta y precioAl iniciar una agencia o negocio de servicios sin historial previo, una forma efectiva de cerrar los primeros clientes es ofrecer dedicación completa y transparencia sobre la inexperiencia a cambio de una tarifa simbólica, utilizándolo para aprender y generar testimonios y casos de éxito iniciales.
this out uh I want to work with you the benefit you get is you get my complete attention and I'm going to work myself into a bloody nub until I make it work the disadvantage and the risk to you is I'm probably gonna make some mistakes and you're going to find the businesses that are like you know what I like that I've been there I'm going to take a shot and I charged him a hundred bucks a month I was like I don't hear my first real client I have to charge you guarantee results but I worked for nothing I worked like 40 hours a week for them for a hundred dollars a month well see but then you…
Escúchalo en el minuto 35:07
La mayoría de representantes de soporte de Google son vendedores tercerizados con metas de gasto
Canales de adquisiciónLa gran mayoría de los representantes asignados a cuentas por Google son agentes de ventas subcontratados (de empresas terceras) cuyos incentivos y KPIs se centran en hacer que la cuenta aumente su presupuesto publicitario, no en la rentabilidad operativa de las campañas.
few reps that actually know what the hell they're talking about all the good geographically and if they say anywhere else even if it's in the states they say anywhere else other than Mountain View don't even work for Google they work for they're just they're just vendors that have at google.com email addresses and they're effectively sales people and their kpi is just to get you to spend
Escúchalo en el minuto 17:15
Oferta y precioAunque prometer resultados fijos e incontrolables es una mala práctica, ofrecer esquemas de reversión de riesgo basados en rendimiento (como no cobrar si no se alcanzan ciertos umbrales acordados) es una táctica viable para agencias y consultores emergentes que necesitan ganar tracción y cerrar sus primeros clientes.
part is guaranteeing results that is total like there's no Agency on the planet that can guarantee results and there's an exception to that which is just having a good guarantee so it's I I guarantee results or you don't pay which I've seen agencies do you're making they're not guaranteeing results full stop as a ubiquitous truth they're just assuming the risk young hungry Nimble agency and I said hey I a performance guarantee I guarantee I I feel so confident what I can do if I don't have you you know at this specific threshold within three months I'm not gonna charge you or I'll stop…
Escúchalo en el minuto 33:37
Gran parte de los premios publicitarios de agencias responden a esquemas de pago
Marca y posicionamientoMuchas de las distinciones y sellos de «agencia premiada» provienen de esquemas de pago por reconocimiento (pay-to-play), donde las empresas compran la placa o el distintivo publicitario en lugar de obtenerlo por evaluación de mérito objetivo.
couple here award winning if anybody ever says their word first of all I've them uh but go Google the award in 90 of the time they paid for that award because there are companies that will say hey you're the best Google ads agency we're so proud of you Etc uh sign up here for your three thousand dollar plaque and we'll send it straight to you and then you get the plaque and the thing in the badge and whatever
Escúchalo en el minuto 41:11
Desconfiar de sistemas de atribución supuestamente propietarios en agencias medianas
Medición y experimentosCrear software de atribución publicitaria fiable exige millones de dólares e ingeniería avanzada; en la mayoría de los casos, los sistemas 'propietarios' anunciados por agencias no son más que cuadros de mando estándar en Looker Studio o Tableau sobre herramientas comunes.
has a 500 million dollar agency and that's about the minimum that you'd need to be in order to go build your own proprietary software if you're dealing with an agency that and have hundreds of millions of dollars to pour into SAS I'd be real I'd and as as one executive once told me who majority of the proprietary attribution systems are Tableau backed by Google data Studio or looker studio and that's pretty much it it's all the same crap thing but the point is is that to build uh attribution softwares they are really hard to build yeah and you you need like phds and a team of engineers in…
Escúchalo en el minuto 22:01
Costo y riesgo de intentar desarrollar una solución de atribución in-house
Medición y experimentosDesarrollar un software de atribución publicitaria propio puede costar alrededor de 250.000 dólares y fracasar en el intento, haciendo más rentable contratar un stack consolidado de terceros (como Wicked Reports, Northbeam o GA4).
mean we tried building on our own immigration yeah oh yeah like we we tried it that cost us like a quarter of a million dollars and it failed like and look but at least we gave it a shot so now we use a combination of a lot of things Wicked reports is one of the ones that we use a lot obviously North beam we've talked about them quite a bit there's some good um you know Google analytics four obviously for everything after the click like there's a combination like if you
Escúchalo en el minuto 24:27
En canales emergentes la veteranía corporativa aporta menos valor que la fluidez nativa en la plataforma
Canales de adquisiciónPresumir de décadas de experiencia general en marketing no garantiza efectividad en redes sociales emergentes como TikTok, donde la comprensión cultural nativa del formato suele ser más determinante que el conocimiento heredado de canales maduros.
uh but I am saying that like especially if you're on social that is that is an that is an asset in a lot of veterans I think bring some measure of maturity and experience to the table but if that's the thing that the agency is touting above over anything else I think it's it's a bit of veteran if you're a tick tock agency veteran of what exactly right what is it that you think that you have some Legacy knowledge that helps in this brand new
Escúchalo en el minuto 40:16
Estrategia y decisiones de negocioEn la compra de medios y ejecución digital, contar exclusivamente con veteranos de la industria puede llevar a aplicar metodologías y tácticas obsoletas; el equilibrio óptimo suele combinar dirección y madurez estratégica con talento joven en la parte operativa técnica.
favorite our team is made up of Industry here's the problem with that and I'm the smartest marketers in the world are prepubescent where the veteran thing doesn't play very well in the digital sphere so I just be real careful about throwing that one around you need some maturity for sure but don't discount those kids I see it wanted just an agency of just me and Ralph like if you've got one or two of us at the top that's okay right but you know the whole kit and caboodle I'd be yeah if all your media buyers are Google people from 20 years ago like they've been doing it for 20 years I would be…
Escúchalo en el minuto 38:06
Los presupuestos masivos facilitan ocultar ineficiencias frente a cuentas pequeñas
Canales de adquisiciónGestionar campañas para grandes marcas suele ser operativamente más permisivo porque un gasto publicitario elevado disimula errores y ofrece margen de maniobra, mientras que operar cuentas pequeñas (de 5.000 a 10.000 USD al mes) exige una precisión técnica extrema donde un solo fallo puede costar el cliente.
clients but big Brands large campaigns are easier uh they might be a little bit more difficult to manage but the actual nuts and bolts of the campaign is easier because you have a client that's actually paying what you need to be paid in order to do the job number one number two they have the ad spend that would be necessary to go out and make some mistakes it's super easy to hide behind big spends you have margin you have the ability to make mistakes if you see a small Nimble agency that has nothing but small clients they're probably better by the because there was you know seven of us and…
Escúchalo en el minuto 26:18
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