Marketero · Entrevistas
How We Made $2,304,177 in Delayed Revenue on $609,526 in Ad Spend | Perpetual Traffic EP 641
15 ideas de marketing sacadas de «How We Made $2,304,177 in Delayed Revenue on $609,526 in Ad Spend | Perpetual Traffic EP 641», de Perpetual Traffic…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 37 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 15 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 15 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Retención y relación con el clienteShopify elimina la memoria caché de los carritos añadidos tras 10 a 14 días, lo que hace que los usuarios que agregaron productos con antelación no los encuentren al volver en Black Friday. Es indispensable tener activos los tres correos de seguimiento automático: adición al carrito, inicio de checkout y carrito abandonado.
frustrated by with Shopify and you probably know this is that they clear out their ad to cash at like 10 to 14 days so a lot of people that are adding right now may or may not come back and see their cart still full so it's like a nor they'll get the retargeted emails should get the add to cart EMA well they should there's three different notifications like add to cart um initiate checkout and abandoned cart there's three of them I have to go and look what we have in yeah yeah if you don't have those turn those on right
Escúchalo en el minuto 33:50
Estrategia de «splintering» para diseñar ofertas de entrada y facilitar el upsell
Oferta y precioPara diseñar una oferta de entrada o lead magnet altamente atractivo, extrae la parte más valiosa o popular de tu producto o servicio principal y ofrécela de forma independiente. Esto reduce la fricción de entrada y establece un camino de compra lógico hacia el producto completo o servicios de mayor valor.
logical step before the thing that you really want to sell them and this is a classic like splintering that I learned from Ryan Dice and Perry beler 10 12 years ago it's like take your main product take let's say you have 12 modules of a of a digital product take out your best part your most popular part everyone says that's killer it's absolutely crushing it's like I get great results from that pull that out and then offer that to your Market maybe as a lead magnet maybe as a low priced offer and then your upsell path is that much more uh transparent but also much more logical it's like hey…
Escúchalo en el minuto 26:33
ConversiónEn las semanas previas a Black Friday o Cyber Monday, los usuarios aumentan las adiciones al carrito pero retrasan la compra esperando descuentos; captar a estos compradores en una lista de notificación prioritaria o acceso anticipado permite que reserven parte de su presupuesto para tu oferta antes del pico de saturación publicitaria.
people generally speaking right now if you are an e-commerce man or you're a high ticket product especially the higher your product you're probably getting a lot more added carts lately than actual conversions getting a lot of people that are anticipating that you are going to give them a significant discount in the next few weeks you are waiting so if you are not capitalizing on having a priority notification list they already know you're going to have a you have a Black Friday sale that's coming start collecting people that are interested in it because if you give it to them early they can…
Escúchalo en el minuto 31:47
Las ventanas de atribución cortas en plataformas publicitarias ocultan la rentabilidad real de ciclos de venta largos
Medición y experimentosEvaluar campañas publicitarias únicamente con los datos nativos de la plataforma (como las ventanas estándar de 28 días de Meta o los modelos de GA4) lleva a apagar campañas rentables creyendo erróneamente que generan ROAS negativo. Cuando existen citas diferidas, cancelaciones o recompras a largo plazo, es indispensable integrar datos de primera parte y conectar el CRM para medir el valor generado a perpetuidad.
attribution window than 28 the CRM correct whereas meta your Botox shot right they're signing up they're booking an appointment maybe two weeks out yeah then they know show they rescheduled they canceled unless you it so in app it looks like there was a total failure so what what happened is optimized our campaigns for long-term profit and the beauty with Wicked reports is that you can track into that those those campaigns look like losers they look like they were not doing well like they were negative Ras aren't doing well like wait a second cut the budget cut the budget cut the budget being…
Escúchalo en el minuto 15:51
La atribución publicitaria en ciclos de venta largos exige paciencia financiera antes de juzgar la rentabilidad
Medición y experimentosEn servicios con procesos de agendamiento y atención prolongados (como clínicas o servicios de alto valor), las campañas pagadas suelen parecer deficitarias durante los primeros dos meses; el retorno real se manifiesta recién a partir del tercer mes cuando los clientes asisten a sus citas y completan los procedimientos.
wait just wait just wait and they're like we're racking up losses here but then all of a sudden it came in and it's like all right so two things here you need the cash to be able to or the war spend but they looked terrible the first two months until the third month kicked optimize this then they schedule might be two to three weeks out all right so you're already two three weeks in you've process right it might be another two three four weeks it might be another month might be another two months it that journey two three weeks before you have your first appointment and then you might be two…
Escúchalo en el minuto 20:23
Estrategia combinada de marca y búsqueda para servicios electivos de alto valor
Canales de adquisiciónPara vender procedimientos o servicios electivos de ticket alto (como tratamientos de $15.000 a $20.000) en mercados altamente competidos, depender exclusivamente de palabras clave de alta intención en Google Search desata guerras de pujas insostenibles; se debe generar reconocimiento de marca y diferenciación de la propuesta de valor en el tope del embudo (mediante Meta Ads u otros canales) antes de captar la…
having a problem with get like these are 15 to $20,000 procedures so this is this is a hard thing to sell online it's an doing Facebook as well Facebook is harder because you have to create sort of the top of funnel brand awareness and the big thing with them was differentiating them from the rest of the competition as opposed to going it's like all right well you get the search search volume is only going to you're you're dealing with all these competitors sure like what we referred red ocean this is lots of sharks in there highly competitive you know point is is to be able to outbid your…
Escúchalo en el minuto 7:44
Oferta y precioPara vender servicios de alto valor (de 10.000 a 20.000 dólares) en redes sociales, conviene utilizar una oferta de entrada de bajo costo (front-end) que logre una primera transacción y genere confianza, en vez de intentar vender el servicio principal o una consulta directa en frío.
do is consultation on Facebook is a hard thing to sell like they're not really in middle component that we didn't have we needed a lower priced offer so what we so they're not coming in at 152,000 you're getting them to swipe their card make an initial investment and then see really what they actually want as a deeper investment but they know like can he does it with like an OIC shot and then sells them on like his front-end weight loss and then upsells them on yeah the1 to 15,000 procedure I think
Escúchalo en el minuto 11:03
Oferta intermedia respaldada por reconocimiento de marca previo
Oferta y precioLanzar una oferta intermedia (gratuita o con descuento) sobre una audiencia previamente impactada con campañas de reconocimiento de marca ayuda a reducir la barrera de desconfianza, logrando generar más de $2 millones en ingresos reales verificados en atribución.
you could do it discounted you could do it free you could do it a lot of other ways but the point is is it's a sort of that middle ground offer we had already laid the groundwork with a lot of our brand awareness campaigns so there was some trust factor that had to be actual order data that was imported into Wicked reports with actual numbers and we found that greater than $2 million in Revenue after we started the campaign
Escúchalo en el minuto 0:00
Oferta y precioPara vender servicios de alto valor (como procedimientos de cirugía estética de $5,000 a $20,000) a través de tráfico frío en redes sociales, es necesario utilizar ofertas introductorias o con descuento en el front-end (como sesiones de Botox). Aunque estas ofertas iniciales no sean rentables de inmediato, permiten generar el volumen de prospectos necesario para escalar la posterior venta de tratamientos mayores.
a highly I wouldn't say it was even profitable at the front end was not profitable at the front end okay but it was a popular offer like a discounted Andor free Botox shot like that's a so you could do this if you're a spa you could do this maybe $97 $47 and normally $615 you know retail price and then send do this so people aren't going to come to you off meta and say Hey I want a $5 to $20,000 procedure for cosmetic surgery it's just ain't happening so you need not in the volume you want to scale not the volume you want to scale so
Escúchalo en el minuto 18:15
Construcción de marca y consideración previa para evitar la comoditización en PPC
Marca y posicionamientoDepender exclusivamente de anuncios de búsqueda transaccionales (PPC) en nichos saturados reduce el negocio a un commodity. Para diferenciarse, se debe diseñar el embudo en reversa: generar reconocimiento de marca y activar campañas de consideración intermedia antes de empujar la venta directa.
and as a result of that let's continue with the brand awareness but let's put in a consideration campaign sort of a middle campaign somewhere in there this could be an opin for you this could be a lead magnet this could be some kind of way to then take those brand aware groups and then Market to them with some sort of middle offer get them even more aware take the next step take the next this on a small scale if you're a local business too you just have to think in Reverse think like what's your end goal what's the thing you can put before them and then how do you differentiate in the market…
Escúchalo en el minuto 25:48
Aprovechar créditos de Meta para cofinanciar estudios de Conversion Lift
Medición y experimentosPlataformas publicitarias como Meta suelen ofrecer créditos de inversión para realizar estudios de Conversion Lift o Brand Lift; utilizar estos incentivos permite validar la incrementalidad real de las campañas y generar confianza en clientes o directivos escépticos antes de escalar la inversión.
it all the time yeah they're like please and they've given us money for accounts itself they gave us some of the spend I initiative pushed by meta where they're going to contribute additional dollars to show that there is a solid reason why getting some credits as they call it's not actual dollars it's credits uh from meta based upon our relationship was certainly helpful no doubt but we had to convince the brand that this was the confidence to say all right we're doing
Escúchalo en el minuto 23:37
Capacitar al personal presencial para cerrar el upsell tras una oferta de entrada
ConversiónCuando la captación de marketing se apoya en una oferta de bajo precio, la rentabilidad del embudo exige capacitar al personal operativo en el punto de contacto para ejecutar adecuadamente la transición de ventas y el upsell hacia el tratamiento o servicio de mayor valor.
and a part of this is also is Staff that's the hardest part so when somebody comes in for the low priced offer you need to be able to persuade them and say the pitch was but anyway the training is in the world but once they get in the door like our job is a little bit done at that point so we had to coordinate Mar to sales handoff that's you've just delivered them the lead it's their term to close and convert and especially if
Escúchalo en el minuto 12:22
Combinar reconocimiento en Meta con inbound para reducir costes en ciclos de compra largos
Canales de adquisiciónLimitarse únicamente a captar demanda inbound compitiendo por palabras clave de alta intención resulta costoso y convierte a la marca en un producto indiferenciado. Implementar campañas de reconocimiento en Meta aprovecha CPMs más bajos para interrumpir la navegación, presentar la marca y aportar valor gratuito en la fase de consideración.
you are just a commodity and without that full funnel support which you've done the brand conversion those brand awareness type of campaigns really contribute to that in a costeffective way in meta where you're paying lower cpms then you are un bidding for those specific inbound keyboards you're interrupting their experience introducing a new brand and if you layer in the consideration stage you're providing them either something for free that they can consume and be like wow if this is what you're giving me for free how much more amazing is it for what I'm having to pay for you're getting to…
Escúchalo en el minuto 30:11
El podcast como motor de autoridad y alcance de la audiencia pasiva
Marca y posicionamientoUn podcast de nicho actúa como un poderoso acelerador de credibilidad y estatus en el mercado, logrando un impacto profundo en una 'mayoría silenciosa' que consume y ejecuta el contenido sin comentar ni reaccionar en redes.
more reason to do a podcast I think especially in your in your Market it's like how to become you know Celebrity Status to a certain degree but credibility like it's a huge credibility I think the the influence in a show like this is that you you reach a lot of people more than you probably think there's the silent majority that don't ever comment like share you know do all that but then there's the the those are the people that you're really reaching
Escúchalo en el minuto 3:17
$234,177 en ingresos reales generados por Meta no fueron registrados por la plataforma
Medición y experimentosEn una cuenta de servicios estéticos, el seguimiento conectado al CRM más allá de los 28 días reveló $234,177 en facturación generada directamente por campañas de Meta que la plataforma registraba como fallidas, alcanzando un ROAS real de doble dígito fuera de la ventana nativa.
after the 28 days and we started to accumulate I'm circling right here this is 23417 7 in Revenue d by meta campaigns not tracked by the platform that's we're looking at for those not watching it's double digit Raz across all these
Escúchalo en el minuto 19:46
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.