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Is Your Big Blue Machine Holding You Back From SUCCESS?
19 ideas de marketing sacadas de «Is Your Big Blue Machine Holding You Back From SUCCESS?», de Professor Charley T. Sobre todo de oferta y precio…
- 19 ideas despiezadas
- Fuente Professor Charley T
- Dura 33 min
- Publicada en 2025
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Lanzar nuevos productos en temporadas altas para vender sin depender exclusivamente de descuentos
Oferta y precioEn lugar de limitar las campañas de temporada alta (como Q4 o festividades) a rebajas porcentuales, lanzar productos nuevos aprovecha el tráfico existente y la alta disposición de compra de los usuarios, reactivando a clientes anteriores con una razón fresca para volver a comprar a precio completo.
higher uh so we've seen that you already have the traffic right everything already exists you have everybody that's coming to your site with the product launch you just build more energy behind it like it's just something new it's something fresh it's something that gets them to the site beyond that 25% off um saying is people are there's an energy in Q4 right people are going to buy no matter what they're there to spend money website getting that new product actually drives more people to the website past purchases because now they
Escúchalo en el minuto 30:48
Diseño de bundles y ofertas basadas en ciclos de recompra por cohorte en lugar de descuentos agresivos
Oferta y precioAnalizar los datos de primera compra y recompra (qué productos compran después, el intervalo de tiempo entre compras y el perfil demográfico) permite diseñar ofertas estructuradas (como 'compra 3 y lleva 1 gratis' o tarjetas de regalo con valor añadido) que elevan el valor de vida del cliente (LTV) sin erosionar los márgenes de ganancia con descuentos masivos.
but of the people that buy like what's the second thing they buy what's the third thing buy what's the cash flow cycle how long does it take from one future cash flow is going to happen what that customer Journey looks like then and you can understand what the average customer wants and what they need which is going to help you put together great so that lets you understand what does my customer want and so you can start to do offer construction around the typical customer journey to figure out what kind of bundles you want to run during Black Friday so what we did that case was we did buy…
Escúchalo en el minuto 15:29
Optimizar la página de destino con ofertas en paquete según los productos que el tráfico realmente compra
ConversiónCuando un anuncio promociona un producto gancho pero los datos muestran que los usuarios terminan adquiriendo otros artículos del catálogo, se debe adaptar la página de aterrizaje para mostrar tanto el producto del anuncio como los artículos complementarios más comprados, ofreciéndolos en paquete (bundle) para elevar el valor promedio del pedido (AOV) y mejorar la conversión.
just buying that cardigan but people are buying something else and what I'm that I now know that people are buying we know that why don't we send people to a landing page that has the cardigan right because they need to see that but why don't we have those three Snapbacks and then have a bundle deal increase that aov reduce the amount of clicks and have better sell through so again
Escúchalo en el minuto 11:58
Medir clientes activos netos antes de grandes promociones para proyectar ventas
Medición y experimentosLas grandes temporadas de descuento (como Black Friday) funcionan extrayendo valor de la base existente. Comparar la cantidad de clientes activos netos (nuevos, recurrentes y no inactivos) acumulados frente al año anterior permite predecir el volumen de ingresos que se podrá extraer en la campaña.
a little dry yeah and so what that means is generally sale moments tend to be an extraction of value from your existing customers and so it's all predicated on how much new customer acquisition you've consider is like I would look at what we would call Net active customers so new plus returning plus non-lps like and see how many you have ahead of Black Friday cyber money in comparison to last year it'll give you a really strong indication of the future value of a
Escúchalo en el minuto 22:05
Aprovechar la alta intención de compra de Q4 para elevar el AOV en vez de descontar
Oferta y precioEn lugar de usar el cuarto trimestre (Q4) para ofrecer los mayores descuentos y captar clientes de bajo valor con pésimo LTV, conviene aprovechar la alta intención de compra para vender productos premium, elevar el ticket promedio (AOV) y extender el flujo de caja.
back to normal by Q4 we have the most inventory of any time of the year and the highest spending Behavior intent throughout the whole year so what I opportunity and I think a lot of people use that to say I'm going to drive the best discounts I can to get the most customer I can for the cheapest price I would challenge that to say that's the job of q1 in Q4 you have the choice of trying to acquire the lowest value customers because the price conscious so the idea of them giving you more LTV is they're the worst LTV customers you can get so you can make the lowest margin on the lowest quality…
Escúchalo en el minuto 26:32
Canales de adquisiciónEl primer trimestre (Q1) tiene los CPMs más bajos del año y una alta predisposición aspiracional de compra personal, lo que lo convierte en el momento más económico para adquirir nuevos clientes con ofertas iniciales o paquetes pequeños.
economics of digital marketing you have to remember that q1 cpms are astronom are the lowest of the year you also know that buying behavior is most aspirational for ourselves and generally speaking those fol folks that is the cheapest time to acquire new customers come Q2 cycle so if in q1 I'm selling things where that person's going to get a smaller pack and they're likely to come back smaller offer and they're going to come back sooner in Q4 that is also
Escúchalo en el minuto 25:42
ConversiónEn lugar de cuestionarios largos y pesados que aumentan la fricción, utilizar 'mini quizzes' de uno o pocos clics (selectores con iconos o botones) en la landing page permite recopilar zero-party data de forma ágil y enrutar inmediatamente al visitante a la ficha de producto (PDP) adecuada a sus preferencias.
can do called mini quizzes so it's not a page you can have a couple of tiles like little icons right categorize people down into specific pdps and use that to front facing page you'll scroll down and it'll say what what are you doing in your Andy it's a small little selector with five different like circular buttons that will drive people into different PDP Pages um that's a really good way to just gather first party zero party data whatever you want to call it to segment those customers down in the have to take somebody through a big ass quiz you can make it super duper small okay I got this…
Escúchalo en el minuto 12:38
El peligro de batir récords de facturación no rentables en Black Friday
Medición y experimentosCentrarse únicamente en batir récords de facturación durante Black Friday mediante fuertes descuentos y alto gasto en publicidad puede vaciar el inventario y dejar el negocio en un déficit de caja difícil de reponer.
because Black Friday all people think it's you know we're going to break records in sales and revenue that it seems that all that matters in e-commerce and it makes me nervous because what's the real health of your business right like are you profitable is it it's gonna put you in a hole last Black Friday was the best two weeks from revenue like individual weeks of the whole year right for us sure great weeks broke records we're super excited it put us on a hole because we spent a lot of money to bring those customers in ads of course the main ads plus the black frighter ads we spend a lot of…
Escúchalo en el minuto 28:19
Adelantar la captación publicitaria a octubre para evitar la inflación de costes en Black Friday
Canales de adquisiciónIniciar las campañas de tráfico e impresiones desde octubre permite dar rodaje al algoritmo publicitario y adquirir nuevos clientes a costes más bajos antes de la saturación competitiva en los días pico de noviembre.
is needing to start earlier and earlier just to get ahead of the competition to get our ads enough Impressions to sort of have some footing to scale up high enough during the peak days so for us our holiday season starts in October um what does that strategy look like so right now we're driving traffic right heavy traffic so then we can acquire new customers at a lower cost hopefully and on the mark as early as possible but
Escúchalo en el minuto 23:19
Oferta y precioEn lugar de improvisar bundles o promociones para Black Friday, se deben testear ofertas a lo largo de las ventas del año: lanzar en adquisición las tres más exitosas y evaluar en retención el margen de contribución por destinatario en segmentos aislados.
we are like the offer that we roll out for our acquisition offers that we roll out for Black Friday will be like the top three offers that we've ran all year leading up to it the the retention offers we've been splitting up our retention segments into two to four segments for the last three sales keeping those segments siloed the entire sale looking at a contribution margin percipient at the end of every single
Escúchalo en el minuto 20:29
Discrepancia entre el producto del anuncio y el SKU efectivamente comprado
Medición y experimentosUn anuncio puede mostrar conversiones e ingresos en el administrador de anuncios mientras el SKU anunciado no se vende en la tienda, debido a que el tráfico calificado termina comprando otros productos; identificar este comportamiento requiere atribución basada en datos propios (first-party data).
adset and AD what is actually driving SKS in in terms of sales right so in meta we don't know what people are actually buying unless we send them to a product page that's blocked and you can't you know roam around the website you didn't have first party you would have let's just say this Nirvana shirt you want to push this Nirvana shirt and you're seeing all this revenue and conversion coming through in meta and you're like [ __ ] yeah I'm getting Nirvana shirt sales but then you go into your Shopify and you're like I'm not moving the skew the skew is not moving you're like well what are…
Escúchalo en el minuto 8:35
Canales de adquisiciónLos datos directos (zero-party data) recogidos en cuestionarios precompra —como preferencias de categoría o tallas— deben enviarse en tiempo real a las plataformas de email (ESP) y de publicidad pagada para crear conjuntos de anuncios específicos, incluso si el usuario abandona el quiz antes de completarlo.
purchase surveys pre purchase you need to use all that data you know asking pass that over into your ESP and also your ad platforms wherever it needs to go in real time even if they abandon the of the site but also use that like pre bfcm and preious holiday season to pass all those different metadata Fields into swimsuits right use all of those different data points if somebody abandons it to make adset super badass information it's zero party data they're telling you what they care about so use that stuff to build super duper Sol
Escúchalo en el minuto 2:21
El AOV del primer pedido como LTV inicial para validar la rentabilidad
Medición y experimentosCuando no se dispone de datos de LTV a largo plazo, el valor promedio del pedido (AOV) de la primera compra funciona como el LTV inicial. Si la primera transacción cubre los costos de adquisición y fabricación dejando margen neto, el producto está listo para ser escalado.
will say well like I don't know my LTV well like if you have an aov of your first purchase that's your initial LTV you can understand how much it cost for me to sell how much it it cost for me to manufacture and like what is the profit I made on that customer and organically if you can make a profit on that then you know what to amplify in this case
Escúchalo en el minuto 6:10
El propósito del paid media es adquirir flujo de caja futuro con un producto punta de lanza
Oferta y precioLa publicidad pagada en plataformas como Facebook no debe usarse para intentar vender todo el catálogo de productos por igual, sino para adquirir flujo de caja futuro de forma rentable y predecible apalancándose en el producto con mejor rendimiento comercial («punta de lanza»).
think the reason you run Facebook ads is not to sell all of your products what do you mean the run the reason you run Facebook ads is to acquire a future cash flow at a I'm running ads is so that I can make money I want to do that in the way that is most consistent most stable and most projectable there's if you're selling four say you're selling four different products three of them are a lower quality investment than the best one so helpful but Facebook is ultimately there in my opinion to amplify the business still I would like to have a very consistent and stable tip of the spear with…
Escúchalo en el minuto 3:57
Implementar lanzamientos secuenciales continuos (drops) para generar tráfico recurrente
Oferta y precioAdoptar una cadencia de lanzamientos frecuentes (diarios o semanales) durante picos de venta genera expectativa continua e incentiva visitas repetidas al sitio web, logrando frecuentemente que los consumidores adquieran los productos nuevos en lugar de buscar únicamente las ofertas con descuento.
example product drops what we did is every single week we had a new product or every single day we had a product we call them Holly deals it's this idea so we saw a new drop and we're like [ __ ] yeah I'm going to go to the site I'm going to keep coming right how do you keep people coming and keep people interested and then what we often saw is that the new product drops or the new releases that we had they were buying those and not buying the discounted item
Escúchalo en el minuto 32:13
Canales de adquisiciónDesviar presupuesto de los productos ganadores hacia productos o inventarios menos rentables entorpece el aprendizaje automático de los algoritmos de Meta y debilita el flujo de caja del negocio al priorizar lo ineficiente.
be incredibly disruptive and dangerous for you to then Chase all of those with other Facebook ads because it makes the machine learning inherently Dumber for you to basically say I'm going to take what makes money and I'm going to make less money doing that to invest more heavily in things that aren't as effective at the end of the day that's worse for my cash flow do
Escúchalo en el minuto 6:49
Medición y experimentosAl segmentar el comportamiento de recompra por edad e implementar ofertas personalizadas (bundles 3+1 y tarjetas de $200 por $150), Underoutfit escaló de $50,000 al mes a un par de millones a la semana, incrementando el LTV promedio de $100 a un rango de entre $200 y $300.
under outfit one of the things we did over you know the last year or whatever to go from like 50k a month to a couple million a week is like that like a woman over the age of 35 a woman over the age of 55 is going to come back and buy three four bras and she's going to come back maybe 6 months later and make that same purchase so we come back now a woman under the age of 35 she's going to buy two and odds are in 25 days she's going the average Friday so what we did that case was we did buy three get one free we also knew $150 gift $200 gift card for 150 bucks now we're taking that $100 LTV…
Escúchalo en el minuto 16:21
El objetivo de un anuncio pagado es atraer tráfico a la marca, no limitarse a vender el SKU mostrado
Canales de adquisiciónEl rol de los anuncios en plataformas como Facebook es captar atención e ingresar usuarios calificados a la tienda; la labor de vender el producto o catálogo completo recae en la marca y el sitio web. Un anuncio que genera interés generalizado y rentabilidad global no debe apagarse de inmediato aunque el producto específico anunciado se agote o el cliente termine comprando otro artículo.
sometimes people say well I'm out of this product I have to turn off the ad and my response is like I've run Black Friday ads till May who gives a [ __ ] if I'm making money I'm going to keep going like Balenciaga will sell out of their product and still run that ad for 6 months like the the point of it is like the purpose of an ad isn't to sell a product the purpose of a Facebook ad is to get somebody into your store your store's job is to sell that product your Brand's job is to sell that product now gets somebody's attention and interest in the brand to get them to want to buy from you is…
Escúchalo en el minuto 10:17
ConversiónAñadir un cuestionario o quiz interactivo en la página principal de un sitio web puede generar un incremento de aproximadamente el 10% en la tasa de conversión.
quiz like you'll see a temper 10% increase in conversion rate lift just by throwing a quiz on the front facing page
Escúchalo en el minuto 2:35
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