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Money Model Case Study: 52.7% Increase in Total Subscribers in 6 Months
24 ideas de marketing sacadas de «Money Model Case Study: 52.7% Increase in Total Subscribers in 6 Months», de Perpetual Traffic. Sobre todo de oferta y…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 49 min
- Publicada en 2025
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Mensaje y copywritingPersonalizar la creatividad y el texto de los anuncios con especificidad geográfica extrema (mencionando la región, adaptando el lenguaje y usando elementos visuales locales) convierte la oferta en una decisión obvia al atacar dolores contextuales que los anuncios genéricos ignoran.
Tier 11 has helped us reach more new customers than ever before by taking on the challenge of speaking to people at the local level. You know, we're talking about a specific state, a specific type of like everything is specific to this state. And this is the state of South Carolina. We're talking in their language here. And they're talking about the biggest pain point that they have. The ad itself sells and also addresses the number one pain point and shows the solution. what a lot of the people do here is not add in hyper specificity down to the localized level. So that, again, you're just…
Escúchalo en el minuto 37:47
Uso de referencias visuales y jerga local como ganchos publicitarios hiperlocales
Mensaje y copywritingPara captar la atención y destacar frente a la competencia en publicidad digital regionalizada, se deben incorporar puntos de referencia visuales reconocibles de la zona y modismos o expresiones lingüísticas locales dentro del copy y los primeros segundos del anuncio.
And then in that local geography, actually shot footage of bodies of water specifically that are unique to that locale. Amazing. You added relevant creative hooks through landmark visual cues. I mean, we do that a lot. And we'll even have like the copy language. Because if you think of someone in NorCal, if you hear someone say like, hella, you know they're from NorCal. Or there's different like vocal cues, language cues, landmark cues that act as really good creative hooks to have you stand out above the competition. So you leverage those getting down to the regionalized level. And, you…
Escúchalo en el minuto 27:24
Arquitectura de ofertas: atracción, upsell, downsell y continuidad
Oferta y precioUna estructura de monetización integral debe asignar un rol a cada tipo de oferta: la oferta de atracción busca cubrir al menos el costo de adquisición de clientes (break-even), los upsells maximizan el valor inmediato de la transacción, los downsells recuperan ventas descartadas y las ofertas de continuidad (MRR o membresías) aseguran ingresos recurrentes predecibles y elevan el valor de vida del cliente (LTV).
I'd like the way I take in the, if you have an upsell, you get more money. If you have a continuity plan, you get guaranteed money. If you have a downsell, I wrote that the downsell gets you some money and your attraction offer is supposed to at least break even when you're acquiring customer. That was my takeaway from it. But he had said that continuity offers, your MRR, your consistent plans is the guaranteed part in his favorite way to make money. So, takeaway from today is think about in your business, can I offer some kind of continuity to enhance lifetime value?
Escúchalo en el minuto 14:01
Riesgo de sobreexposición a clientes existentes por el sesgo de retargeting en Meta Ads
Canales de adquisiciónLos algoritmos de Meta tienden de forma predeterminada a concentrar la pauta en usuarios que ya conocen la marca o ya han comprado (incluso cuando se configuran exclusiones), lo que eleva la frecuencia de impacto, satura a los clientes existentes y genera una falsa ilusión de tracción si no se aísla la adquisición de clientes nuevos.
So the point is, is that if you were already a customer, meta in most cases is going to target those people. Even if you put them in as exclusions, they were having a very hard time segmenting out new potential prospects in their targeting. And they were just serving their ads at a very, very high frequency to people who have already bought. So they were super frustrated and their members were getting super frustrated. Because you were saying that that frequency is like that importance of where with Andromeda and all this type of stuff, like everything in meta we've talked about many times is…
Escúchalo en el minuto 20:12
Segmentación y medición de NCAC a nivel estatal/local para productos condicionados por el entorno
Canales de adquisiciónEn negocios cuya demanda depende de factores físicos, geográficos o estacionales, se debe evitar la pauta nacional genérica y desglosar el presupuesto y la métrica de NCAC (costo de adquisición de nuevos clientes) a nivel estatal o local para eliminar el gasto en zonas no cualificadas.
So the first thing that we did is we did our NCAC tracking setup and we categorized it. So the point is, is that not every state is a target. So they were targeting everyone. So one of the first things that we did is we're like, all right, well, let's think about the business. People in Nebraska are not your customer unless they are traveling to Florida and or Massachusetts or wherever it happens to be. So then we looked at by state. What is their NCAC? By state. You're dialing back from the federal level to the state level. Instead of focusing on the national coverage, you're dialing down…
Escúchalo en el minuto 23:07
Personalización regional de anuncios para un mismo problema central
Mensaje y copywritingIdentificar el problema principal de los clientes en una comunidad y adaptar el texto de los anuncios usando modismos, dialectos y referencias locales (copywriting regional) permite maximizar la relevancia y penetrar nuevos mercados geográficos utilizando el propio creativo como filtro de audiencia.
You just need to have good data to be able to target the right people with the right message to the locale that makes the most sense to them, speaks their language. So the creative helps curate the audience. It was like this enthusiast has this specific problem because they see it inside their membership site and they know that that's the big problem. So that hook, like where to find X, was the big problem. We identified that hook as the ad type or the hook with regional copywriting, regional lingo, regional dialect that then targets these people that all had the same problem, but spoke to…
Escúchalo en el minuto 30:51
Desglose geográfico del costo de adquisición para priorizar mercados
Medición y experimentosDesglosar la rentabilidad y el costo de adquisición de nuevos clientes (nCAC) estado por estado permite identificar con precisión las regiones con mayor potencial para concentrar la inversión publicitaria y activar canales de marketing específicos.
And they also had never really broken down, like, which state is the most profitable or which state has the largest potential. The point is, like, they didn't really know geographically where the real sweet spots were, where were the most lucrative enthusiasts. And so we broke this down literally state by state by state and then created an NCAC almost specifically for each state. Like, where do you invest deeper into markets that you can acquire new customers faster and cheaper? Knowing which states to penetrate to and knowing the trends of that state can open up diverse advertising channels…
Escúchalo en el minuto 25:13
Oferta y precioEn tiendas de ecommerce de productos consumibles (como belleza y bienestar), ofrecer una opción de auto-reaprovisionamiento ('subscribe and save') sincronizada con el ciclo de vida del producto (30 a 45 días) y acompañada de un descuento aumenta la retención y genera ingresos predecibles.
is an auto replenish option. Like for example, like you're in the beauty and wellness niche, auto replenish is sort of continuity to a certain degree. It's auto replenish, like, you know, it's going to be used up within 30 days, 45 days. You give that as a, as an offer, but also potentially even some kind of discount for doing the auto replenish. Sure. The other part to it is like subscribe and save discount. Yeah. Subscribe and save discounts, obviously. So auto replenish, subscribe and save the same kind
Escúchalo en el minuto 46:02
Oferta y precioEn tiendas de ecommerce de productos consumibles (como belleza y bienestar), ofrecer una opción de auto-reaprovisionamiento ('subscribe and save') sincronizada con el ciclo de vida del producto (30 a 45 días) y acompañada de un descuento aumenta la retención y genera ingresos predecibles.
is an auto replenish option. Like for example, like you're in the beauty and wellness niche, auto replenish is sort of continuity to a certain degree. It's auto replenish, like, you know, it's going to be used up within 30 days, 45 days. You give that as a, as an offer, but also potentially even some kind of discount for doing the auto replenish. Sure. The other part to it is like subscribe and save discount. Yeah. Subscribe and save discounts, obviously. So auto replenish, subscribe and save the same kind
Escúchalo en el minuto 46:02
Oferta y precioEn comunidades de nicho o marcas creadas por expertos, un modelo de alta retención e ingresos consiste en utilizar la membresía como fuente principal de facturación (vendiendo comunidad y estatus) y añadir una tienda de comercio electrónico exclusiva en el backend con productos físicos prémium y descuentos a los que solo acceden los suscriptores.
It is a membership site plus an e-commerce brand. It's a brilliant model because they get the members in and then they sell them physical products through their store exclusive to the members. And they're selling status then because if you have exclusive access to something, they're It's a membership club in the sense of a way a membership really should be done. It's getting access to the creme de la creme of products. Well, I would say no because the membership site is the majority of the revenue for the The e-commerce is kind of a back-end add-on. So, if you do have a membership site, like…
Escúchalo en el minuto 6:59
El rol de la comunidad en los sitios de membresía: retención antes que captación
Retención y relación con el clienteLos usuarios no suelen darse de alta en un modelo de membresía atraídos únicamente por la comunidad, pero la comunidad es el factor determinante que hace que permanezcan a largo plazo.
People don't sign up for memberships because of community. They stay in memberships because of the community, which is why we're going to go through a case study here today, a membership
Escúchalo en el minuto 0:00
Donar muestras a cajas de suscripción de terceros como canal de adquisición de bajo costo
Canales de adquisiciónLas marcas pueden donar unidades de producto (por ejemplo, 5.000 muestras) a cajas de suscripción de nicho consolidadas para ser utilizadas como vehículo publicitario directo, alcanzando a miles de clientes potenciales calificados sin costo de distribución adicional.
of thing. A client of ours actually does a beauty box. So it includes like a full size and sample size, like deluxe package that they get every single month to try other products from their brands. Um, you know, Birchbox does this really well. Uh, they've got like a beauty subscription service and that's a continuity program, obviously, you know, that monthly mix of like beauty samples, makeup, skincare, hair care, all that kind of stuff. What's great is they're not paying for their cogs. Their cogs is shipping and the relationship And you have to donate five, donate 5,000 units. And then…
Escúchalo en el minuto 46:29
El consumo activo del producto es requisito indispensable para el LTV y las ventas high-ticket
Retención y relación con el clienteTener suscriptores de pago que no consumen el producto distorsiona las métricas: sin consumo activo es imposible conseguir que compren ofertas de mayor valor (high-ticket) y el valor de vida del cliente (LTV) cae drásticamente en comparación con usuarios comprometidos.
It's like when we said how many people are paying for stuff they're not using. If you don't consume it, you're not going to convert higher ticket or have a strong lifetime value. If you were to look at the lifetime value of an active subscriber versus a non-active subscriber, I'm sure it's a day and night comparison of the lifetime value of that individual.
Escúchalo en el minuto 35:28
Monetización complementaria en membresías mediante acuerdos de afiliación y comercio secundario
Oferta y precioEn negocios de membresía o suscripción, se debe expandir la monetización ofreciendo productos complementarios o acuerdos de afiliación con terceros para atender mejor a la comunidad sin necesidad de desarrollar todo el catálogo internamente.
You know, if you're a membership site, think of, like, what else can you potentially sell or serve your customers even better with? And it might not be a product that you have. Maybe that might be an affiliate relationship. Maybe that might be something that, you know, you work out a deal with that other affiliate to get a, you know, we do this all the time on perpetual traffic. Like, they give a discount. It's an affiliate deal. So work that in your business.
Escúchalo en el minuto 37:10
Producción sistemática de casos de estudio mensuales como prueba de solvencia
ConversiónLas agencias y empresas de servicios deben incentivar internamente al equipo para producir de manera recurrente al menos un caso de estudio al mes, garantizando un flujo constante de prueba social demostrable para convencer y cerrar a clientes potenciales.
So, this is our team is incentivized to create and to produce a case study a month. If you're an agency, you should do that because you need proof to show that to prospective clients that you know what the hell you're doing.
Escúchalo en el minuto 11:29
La comunidad como motor de retención en membresías
Retención y relación con el clienteLos usuarios no suelen unirse a una membresía atraídos en primera instancia por la comunidad, pero es la sensación de comunidad y pertenencia lo que hace que permanezcan suscritos a largo plazo.
But people don't sign up for memberships because of community. They stay in memberships because of the community, which is why you're dragon voting. People probably wanted to increase the active subscriber because the more members in the community, the more you feel a part of something.
Escúchalo en el minuto 44:35
Calcular el CAC permisible con ventana a un año frente a LTVs multianuales
Medición y experimentosAl determinar el costo objetivo admisible para adquirir un nuevo cliente (NCAC), limitar la ventana de recuperación a un año cuando el LTV real abarca tres o más años produce una referencia conservadora y financieramente segura para escalar la adquisición.
your11.com forward slash NCAC, which is to determine your cost to acquire a new customer. And they said, it only went out to a year. Our clients stay with us for like three to four years on average, which is a mate. And I said, well, you know, for the NCAC calculator, we have to sort of put a limit on Like if we know within a year and your LTV is actually is a three-year span, then your NCAC is actually going to be a little bit more conservative.
Escúchalo en el minuto 15:03
ConversiónImplementar un quiz corto (de unas cuatro preguntas) que filtre por ubicación y nivel de experiencia posiciona la captación como una solicitud de acceso a un club exclusivo, capturando datos de perfil antes de solicitar el email.
But the point is this, is that then you hooked them in with all of this regionalized language, which makes sense. We could actually have an individual landing page for each individual state. But it's basically it's a it's a quiz funnel and, you know, it solves the problem. But you're also going to be grabbing information on who this individual is. Next step is which of these best describes you? Beginner, you know, intermediate expert level like that kind of thing. And it's basically it's it's four questions and then you submit your email. So it's a nice it's a cool little quiz funnel here…
Escúchalo en el minuto 40:34
Oferta y precioUna marca de e-commerce puede crear un modelo de suscripción de doble vertiente: incentivar a sus clientas con créditos de compra (como $250) por subir fotos de producto a un portal privado, y cobrar una membresía mensual a los usuarios que desean consumir dicho contenido exclusivo, generando ingresos recurrentes de hasta $1M al mes.
There are two types of customers that he has because he sells micro bikinis and then he has a membership portal for people that want to view the content of micro bikinis because then the guy, he set up this membership community. The membership is doing like a million a month. And he has it set up where it's like, if you post pictures or post content inside this membership community, you will get $250 worth of store credit. He's essentially created his own OnlyFans account specifically for his e-commerce products. And he built a membership where if you're not the end user of the product, but…
Escúchalo en el minuto 42:46
Monetización de audiencias apasionadas mediante programas de continuidad
Oferta y precioCuando existe una comunidad de entusiastas altamente comprometidos con una actividad específica ('starving crowd'), se debe capitalizar creando un espacio de comunidad estructurado bajo un modelo de suscripción o continuidad recurrente.
The point is, is if you have a great product or something in the space like these guys do, where there is a starving crowd, as Harmozy says, you should create some kind of community and monetize it in one way, shape or form into a continuity program.
Escúchalo en el minuto 15:36
Oferta y precioUn creador especializado en un micronicho recreativo (pesca deportiva) mantiene una base de 2.000 miembros a 15 USD al mes, experimentando una estacionalidad en la que el volumen de miembros se duplica durante los meses de verano.
And he started a site where he has 2,000 members paying him $15 a month because he's an expert saltwater fisherman on Cape Cod. Summer, he has like increased like 2x. So, his membership, I believe, doubles in the summertime and then they drop off in the
Escúchalo en el minuto 9:37
Medición y experimentosLa implementación de ganchos regionales y la reactivación del producto móvil permitieron salir de un estancamiento de tres años, logrando en 6 meses un incremento interanual del 52,7 % en suscriptores totales, un aumento del 20 % en suscriptores web con precio incrementado y un 156 % más de suscriptores en la app.
What I'm looking at here for those that don't see online is we have a 52.7% increase of total subscribers year over year. Almost 20% increase of web subscribers year over year with a price increase. So they've made more money and acquired more customers and had 156% increase in app subscribers. So the app, the subs, the subscribers, all of this incredible growth within six months.
Escúchalo en el minuto 32:45
Retención y relación con el clienteEn negocios de nicho de alta pasión con programas de continuidad, los clientes pueden promediar retenciones de 3 a 4 años pagando cuotas recurrentes de 600 a 700 dólares mensuales.
Our clients stay with us for like three to four years on average, which is a mate. Like that's a continuity. People are paying them six, $700 a month.
Escúchalo en el minuto 15:08
Canales de adquisiciónNegocios de ecommerce pueden facturar entre 50.000$ y 100.000$ diarios vendiendo productos físicos en convenciones y eventos presenciales al apalancarse en la emoción de comunidades y nichos hiperespecíficos.
So successful. I know businesses that are doing 50 to $100,000 a day selling styrofoam products at these anime cons because they're getting people coming together to show their excitement for a very specific TV show or a very specific type of show. Like you have opportunity and the e-commerce
Escúchalo en el minuto 45:17
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