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Mastering the 3 Key Pillars for Digital Marketing Success in 2024 | Perpetual Traffic EP 566
19 ideas de marketing sacadas de «Mastering the 3 Key Pillars for Digital Marketing Success in 2024 | Perpetual Traffic EP 566», de Perpetual Traffic…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 38 min
- Publicada en 2024
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Usar «call out ads» en la primera línea para segmentar mediante el creativo
Mensaje y copywritingAnte la pérdida de datos y granularidad en la segmentación de plataformas como Meta, el creativo debe asumir la función de filtro: abrir el anuncio interpelando directamente al avatar por su identidad o por su dolor principal logra que el usuario se reconozca («eso es para mí») y detenga el scroll.
do what Ryan said is is use call out ads attention of your avatar because your targeting isn't as great as it used to be okay we don't have those demographic we don't have the demographic data that we once did inside Meadow we don't have marketer have the need to be more sharp and one of the easiest ways to do it is to use what we refer to as call out ads to the fact that you're talking to the person that you want to Target and you're also addressing their pain while have your first line the thing that actually hooks them in as part of their problem and you're only talking to them because…
Escúchalo en el minuto 11:58
Estrategia de contenidosGrabar y publicar en canales abiertos (como YouTube o podcasts) las explicaciones, conversaciones y criterios que normalmente se dan en llamadas de ventas permite que los clientes consuman el contenido bajo sus propios términos y lleguen al contacto comercial completamente convencidos y sin objeciones.
funnel dude that's why I take all your sales conversations and put them online put them in a YouTube channel or put whatever and and watch that be the best performing marketing material that you possibly have because customers want to know they want to know what the conversation is going to be like and if you let them have it on their own terms that's why our YouTube channels are still our highest performing lead know we know and there's not even a sales conversation anymore it's like oh well you've been watching me for 9 months you know everything now it's are you ready to move forward and…
Escúchalo en el minuto 29:00
Estrategia de contenidosGrabar y publicar en canales abiertos (como YouTube o podcasts) las explicaciones, conversaciones y criterios que normalmente se dan en llamadas de ventas permite que los clientes consuman el contenido bajo sus propios términos y lleguen al contacto comercial completamente convencidos y sin objeciones.
funnel dude that's why I take all your sales conversations and put them online put them in a YouTube channel or put whatever and and watch that be the best performing marketing material that you possibly have because customers want to know they want to know what the conversation is going to be like and if you let them have it on their own terms that's why our YouTube channels are still our highest performing lead know we know and there's not even a sales conversation anymore it's like oh well you've been watching me for 9 months you know everything now it's are you ready to move forward and…
Escúchalo en el minuto 29:00
Mensaje y copywritingEn vez de usar ganchos genéricos que apelan explícitamente a una etiqueta o estatus (como «atención empresarios»), es más efectivo formular ganchos basados en la conversación mental interna o un problema técnico exacto del cliente para lograr una autoidentificación precisa.
we've actually used I can't get my funnel to scale to cold traffic close that one of our customers said and we now use it in our ads and it's the exact problem that we're trying to solve like example of a call out ad or a call out those those Topline call outs that identify your avatar without saying who the Avatar is you can certainly say hey attention business hey dog owners is obvious anybody could write that line but it like a deeper level is talk about like what is the conversation that's going on in their head about their what a call out ad really is all about fine but talk about their…
Escúchalo en el minuto 20:14
Investigación de mercado y clienteEn lugar de realizar encuestas directas de mercado, es más efectivo identificar los dolores del cliente analizando reseñas, escuchando llamadas de ventas/soporte y solicitando a herramientas de IA una lista estructurada de los principales problemas del perfil objetivo para orientar los anuncios.
you really do have to talk to multiple you like I said you don't do market necessarily you don't ask the customer you go and you read reviews you listen in on sales calls you listen in on customer service calls one of the best usages I think for chat GPT is and they can call this information is specifically talk you know enter the prompt that states all right what is the 10 biggest problems of like you can do research that way I directionally a way in which to then potentially write those call out ads so
Escúchalo en el minuto 30:45
Mensaje y copywritingEn vez de usar ganchos genéricos que apelan explícitamente a una etiqueta o estatus (como «atención empresarios»), es más efectivo formular ganchos basados en la conversación mental interna o un problema técnico exacto del cliente para lograr una autoidentificación precisa.
we've actually used I can't get my funnel to scale to cold traffic close that one of our customers said and we now use it in our ads and it's the exact problem that we're trying to solve like example of a call out ad or a call out those those Topline call outs that identify your avatar without saying who the Avatar is you can certainly say hey attention business hey dog owners is obvious anybody could write that line but it like a deeper level is talk about like what is the conversation that's going on in their head about their what a call out ad really is all about fine but talk about their…
Escúchalo en el minuto 20:14
Investigación de mercado y clienteEn lugar de realizar encuestas directas de mercado, es más efectivo identificar los dolores del cliente analizando reseñas, escuchando llamadas de ventas/soporte y solicitando a herramientas de IA una lista estructurada de los principales problemas del perfil objetivo para orientar los anuncios.
you really do have to talk to multiple you like I said you don't do market necessarily you don't ask the customer you go and you read reviews you listen in on sales calls you listen in on customer service calls one of the best usages I think for chat GPT is and they can call this information is specifically talk you know enter the prompt that states all right what is the 10 biggest problems of like you can do research that way I directionally a way in which to then potentially write those call out ads so
Escúchalo en el minuto 30:45
Crear un canal interno tipo «Conoce a tu cliente» para alimentar creatividades y segmentación
Investigación de mercado y clienteHabilitar un canal centralizado (como en Slack) donde atención al cliente, ventas y media buyers aporten patrones, hábitos y detalles cotidianos observados en los clientes permite al equipo de marketing crear anuncios y ganchos que conectan con alta precisión.
this topic everybody should have a slack Channel called know your customer and anytime you come across anything that would that would cause your customer to shotgun drop it into that Slack Channel funnel prospects you now have that slack channel to go to and as your media buyers your customer service or your I mean customer support representatives are sitting there you know chattering back and forth the customers they're feeding you with that information I today there should be a slack channel in your organization called know your customer where people are constantly adding Little Things…
Escúchalo en el minuto 18:11
Escala creativos publicitarios ganadores produciendo variaciones masivas del mismo ángulo
Canales de adquisiciónCuando un anuncio o ángulo resuena con la audiencia, la prioridad no debe ser inventar conceptos desde cero, sino crear decenas de variaciones sobre ese mismo tema (modificando duración, tomas de apoyo o b-roll, encuadres a cámara o recursos con IA) para maximizar y prolongar el rendimiento de la campaña.
I'm like okay so take that one ad that same theme create 20 different variations of it using AI use 20 different hire a guy on Fiverr get them to do 20 different variations of that video with slightly different sections in each part maybe shorten it maybe elongate it maybe do a little bit different b-roll maybe do some without b-roll some with b-roll maybe face to camera non-face to camera but use the same theme you found the hardest part is finding out where the oil is once you've identified the pocket of oil drill don't move and find miles away right no drill 10 more in and around that one…
Escúchalo en el minuto 35:08
Investigación de mercado y clientePara obtener el lenguaje y los problemas reales de los clientes, es más efectivo escuchar grabaciones de llamadas de ventas, soporte o descubrimiento que realizar encuestas tradicionales, ya que las personas no suelen articular fielmente lo que sienten o hacen.
it's what they actually say to you and I research and he says the problem with market research is that people don't think what they feel they don't say what they think and they don't do what they that's not the place to start don't ask them listen to them through your sales team I have my marketing department listen in on sales calls and we actually use the exact the trouble with market research is that people don't think what they feel they don't say what they think and they don't do what they say don't ask your customer listen to to your customer go on customer calls go on Discovery calls…
Escúchalo en el minuto 20:52
Usar el problema del cliente como gancho inicial para detener el scroll en anuncios
Mensaje y copywritingLa primera línea o gancho de un anuncio debe articular con precisión un problema real del usuario para que este se sienta aludido ('ese soy yo'), logrando frenar el desplazamiento en el feed y aumentando la efectividad del anuncio.
you want to have your first line the thing that actually hooks them in as part of their problem and you're only talking to them because they say that's me and that's what you want with an ad you want somebody to say that's me that's why I'm going to stop doing this with my thumb you're trying to do that thumb stopper and if you can do that with your first line or articulate in your creative you have now elevated yourself to at least the top 10% of marketing
Escúchalo en el minuto 0:00
Auto-cualificar prospectos en top of funnel mediante preguntas de interés específico
Canales de adquisiciónUn anuncio centrado exclusivamente en una pregunta de interés intrínseco para el perfil objetivo (como «¿Cuánto vale mi casa?» para propietarios) funciona como indicador predictivo de intención y cualifica a la audiencia en la parte alta del embudo sin necesidad de presentar una oferta de venta inmediata.
thoughts couldn't agree one of the best performing top of funnel ads we ever had when I was in the real estate space uh was what's my house worth and it's exactly what you just said it's it's crazy top of funnel it has no offer to it whatsoever but if somebody clicks on that ad you know they're a homeowner and you know they're interested in to some degree the valuation of their home enough to at least kill some time it's it's a nice predictive indication of intent and there's a billion in one
Escúchalo en el minuto 14:09
Diseñar lead magnets basados en el dolor financiero específico del perfil para captar inversores de alto patrimonio
ConversiónPara atraer perfiles de alto patrimonio o inversores acreditados, un lead magnet efectivo consiste en desglosar de forma práctica y punto por punto cómo optimizar o eludir legalmente el pago de impuestos, apelando de inmediato a su mayor dolor financiero.
his highest performing giveaway for attracting those investors was this PDF that broke down specifically Point by Point how Trump got out of paying income taxes and he was able to attract a bunch of rich people who also did not want to pay income taxes accredited investors for a probably a real estate Syndicate he he does he's
Escúchalo en el minuto 25:13
Iteración y multiplicación de mensajes publicitarios ganadores con IA
Mensaje y copywritingDado que solo una fracción de los mensajes testeados (alrededor de 1 de cada 5) suele resonar fuertemente, una vez detectado un ángulo ganador se debe utilizar IA para generar variaciones y amplificarlo, redoblando la inversión en lugar de saltar a conceptos no probados.
absolutely insane and then once you find something that works and starts to resonate and it's going to be maybe one in five of these the in Chanel in platform tools using AI to then iterate on a winning or highly now then once you find that messaging in order to just amplify it and Syndicate it and CH slightly alter that messaging like once you find a message once you actually find something that works and this is another key ingredient don't go anywhere else double down on
Escúchalo en el minuto 32:11
Aprender a cualificar y captar la atención estudiando la publicidad nativa
Mensaje y copywritingLos mejores anunciantes de publicidad nativa destacan por combinar interrupción con cualificación intrínseca: el propio gancho o titular hace que solo el perfil del cliente ideal se sienta llamado a hacer clic, filtrando al prospecto desde el primer impacto.
departure but if you want to know like really good call out ads go look at really good native advertisers because I mean that's the the epitome of interruptor marketing coupled with intrinsic qualification if you click on this ad then chances are you are my avatar and the native advertisers I think do better better at that than anybody yeah I mean if you're
Escúchalo en el minuto 15:33
Evitar la llamada a la venta inmediata tras el primer gancho para priorizar la educación del cliente
ConversiónTras captar el interés con un titular potente, el siguiente paso lógico de la llamada a la acción debe ser entregar más información y educar al usuario antes de pedir la compra, ya que cerrar transacciones precipitadas resulta en clientes poco calificados y desalineados.
like the call to action shouldn't necessarily be the thing that you want right then and there because like humans as we know there's going to be multiple something that is interesting to them the next logical step isn't necessarily to buy oftentimes it's to get more information yeah you almost don't want them to buy right away you know like even if you were to close them you you wouldn't have a fully educated customer
Escúchalo en el minuto 27:42
Analizar y filtrar anuncios de la competencia por duración para generar briefs creativos
Canales de adquisiciónAl realizar investigación competitiva e ideación para anuncios de video corto o imagen, conviene recopilar creatividades de referencia en un swipe file y filtrarlas por tiempo de circulación (longest running). Identificar los anuncios que llevan más tiempo activos permite detectar ángulos y formatos validados para estructurar nuevos briefs publicitarios.
based off of uh performance category it's for something of a competitive analysis but then also maybe more importantly ideation and research um and once you've seen the ads you build kind of like you'd build a Pinterest board you can build like a whiteboard of the ads that you like or that are applicable build your template for creating the ad you want to create based off of other people's ads and you can sort by long EST running oldest newest most relevant
Escúchalo en el minuto 5:11
Canales de adquisiciónNo se debe diseñar una estrategia publicitaria asumiendo que un anuncio inicial de notoriedad seguido de un anuncio de conversión directa bastará para generar ventas; el recorrido del comprador demanda múltiples puntos de contacto y pasos intermedios.
you're if your goal is not necessarily the conversion per se but it's just the awareness of the market and you can with them but don't expect like you know a top of funnel ad for awareness and then a conversion ad to be the two steps right like it's going to take more steps than that no matter what um I think the
Escúchalo en el minuto 30:13
Canales de adquisiciónNo se debe diseñar una estrategia publicitaria asumiendo que un anuncio inicial de notoriedad seguido de un anuncio de conversión directa bastará para generar ventas; el recorrido del comprador demanda múltiples puntos de contacto y pasos intermedios.
you're if your goal is not necessarily the conversion per se but it's just the awareness of the market and you can with them but don't expect like you know a top of funnel ad for awareness and then a conversion ad to be the two steps right like it's going to take more steps than that no matter what um I think the
Escúchalo en el minuto 30:13
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