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The #1 Thing You’re NOT Doing Right Now to Crush It in 2025…And How to Fix It | PT EP 651
17 ideas de marketing sacadas de «The #1 Thing You’re NOT Doing Right Now to Crush It in 2025…And How to Fix It | PT EP 651», de Perpetual Traffic. Sobre…
- 17 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 43 min
- Publicada en 2024
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Canales de adquisiciónAntes de expandirse a una nueva plataforma publicitaria, evalúa si es posible extraer más rendimiento de los canales que ya funcionan. Si se decide avanzar con la prueba, esta debe ejecutarse en un entorno aislado con un presupuesto dedicado, criterios explícitos de éxito y límites de riesgo (guardrails) para no perjudicar las campañas activas.
Or you can have like a budget. That's a test budget. And be like, Hey, cool. I try this. And you have to, in that partnership, like I'm absolutely welcome and able to try it, but we need to set parameters. So what does success look like? And we need to isolate that against the rest of our campaigns. If it doesn't do well, because to hold us accountable, like we're absolutely happy to launch, happy to test, but we need to have guardrails. And in a lot of like, I agree, but I'm going to would be, does that get you closer to your goal? Good question. Like adding, adding TikTok ads, that is a…
Escúchalo en el minuto 28:42
Canales de adquisiciónAntes de expandirse a una nueva plataforma publicitaria, evalúa si es posible extraer más rendimiento de los canales que ya funcionan. Si se decide avanzar con la prueba, esta debe ejecutarse en un entorno aislado con un presupuesto dedicado, criterios explícitos de éxito y límites de riesgo (guardrails) para no perjudicar las campañas activas.
Or you can have like a budget. That's a test budget. And be like, Hey, cool. I try this. And you have to, in that partnership, like I'm absolutely welcome and able to try it, but we need to set parameters. So what does success look like? And we need to isolate that against the rest of our campaigns. If it doesn't do well, because to hold us accountable, like we're absolutely happy to launch, happy to test, but we need to have guardrails. And in a lot of like, I agree, but I'm going to would be, does that get you closer to your goal? Good question. Like adding, adding TikTok ads, that is a…
Escúchalo en el minuto 28:42
Reestructurar la oferta frente a ciclos de venta más largos y mayor churn
Oferta y precioAnte la cautela del mercado, donde los clientes tardan de dos a tres veces más en decidir compras high-ticket y el churn en membresías recurrentes ($100+ MRR) se dispara, la solución no es buscar canales o tácticas milagrosas aisladas, sino reestructurar la oferta y evolucionar el producto para maximizar su valor percibido.
give me this one strategy that's gonna change everything else. And it goes to the bigger thing of like, what are they looking for is strategy. I'm like, beyond just the marketing tactics, but like, how do I restructure my offer to accommodate an environment where people are spending two to three times longer before making a high ticket purchase decision? When people are more reserved about frequent purchases, like MRRs, like people that are doing groups that have like $100 plus recurring, like the churn rates even worse than it has been before. And then with the advent of school games, like…
Escúchalo en el minuto 13:58
Cuatro preguntas estratégicas para alinear al equipo antes de discutir tácticas
Investigación de mercado y clienteAntes de concentrarse en métricas tácticas semanales como el ROAS o el CPA, la dirección y el equipo o agencia de marketing deben alinearse respondiendo cuatro preguntas clave: quién es el cliente más rentable (margen bruto y neto), a quién disfrutan más atender, quién ama más su producto y en qué aspecto del mercado pueden ser los mejores del mundo.
way back when with Ryan Dice. But this is a question you should be asking your internal team or your agency. Who is our ideal client? Who do I make the most money on? Like gross profitability, net profitability. And who do we enjoy serving the most? And even most importantly, it's like, what can we be the best in the world at? about who their ideal, who their ideal client is. Who can they be the best in the world at? Who do you best serve? You know, who really loves your stuff the most? Yes. Who can you get more of? is, is that that's the question you should be asking your internal team. Not…
Escúchalo en el minuto 25:28
Asignar presupuesto acotado e iterar analíticamente al lanzar nuevos productos
Medición y experimentosAl lanzar un producto o iniciativa nueva no se debe esperar éxito inmediato en la primera versión; es recomendable definir un presupuesto cerrado, conceder un periodo de gracia para recopilar datos, identificar fugas en el embudo de ventas e iterar progresivamente antes de descartarlo.
is that when you are testing new things, give your team a grace period. Okay. Yes. I told this customer, I was like, listen, I think your, your new product idea is, is freaking fabulous. However, it's not going to work at first. So give it time, gather data, make good decisions, figure out where the problems are, figure out where the holes are, figure out where in the sales funnel, like where your holes in the bucket are, and then iterate and, and give it time, but also do it smart, you know, allocate yourself a specific amount of budget for it, test it out, but don't expect success in the…
Escúchalo en el minuto 38:46
Definir los KPIs de éxito antes del lanzamiento para medir sostenibilidad y corregir a tiempo
Medición y experimentosEs necesario definir qué significa el éxito antes de lanzar una campaña o canal en lugar de improvisarlo sobre la marcha. Establecer con anticipación indicadores tempranos tanto de plataforma (CTR, tiempo en página, interacción) como de negocio permite reconocer micro-victorias, reorientar la estrategia ante desviaciones y validar si el rendimiento es sostenible antes de intentar escalarlo.
team KPIs of what does success look like? You have to define success before you launch. A lot of people will define success during the launch and it doesn't allow the micro wins and it doesn't allow the realignment for when you're way off base. And you have to do that through multiple sides, on platform, business metrics. Like you have to know at what point do you see that this is working and when this is not working? And it might be like, you know, the in-app metrics of say you're launching a new channel. Do you have high click-through rate? Do you have long sustainability and page, like…
Escúchalo en el minuto 40:12
El éxito en marketing requiere una oferta atractiva para una audiencia obvia
Oferta y precioEl fundamento del marketing exitoso consiste en definir con precisión el perfil del cliente ideal (ICP) y construir una oferta altamente atractiva para ese público específico; intentar hablarle a todo el mundo provoca que nadie escuche y arruina la efectividad de cualquier oferta.
like do you have an ideal offer? Like I've said this a million times, there's two things that make you successful at marketing. You have a sexy offer for an obvious audience. And in the attract stage, he's really good at being like, do you have an ideal client? Do you know who your ideal client customer is? Do you have multiple ideal client profiles, ICPs, or like customer avatars, however you want to call it. If you, if you don't have that foundationally, and you don't know how to communicate to those strategically, you're not going to have a sexy offer. Because when you talk to everyone, no…
Escúchalo en el minuto 23:51
Validar nuevos productos en un mercado regional aislado antes de escalar
Medición y experimentosAntes de lanzar un nuevo producto a gran escala, conviene probarlo en una sola región representativa y no estacional asignando aproximadamente el 10% del presupuesto de ese mercado para ajustar la oferta y medir viabilidad antes de expandir.
right now, it's a great idea. However, they're like, yeah, we're going to launch it in half the country. I'm like, no, Launch it in one region in your best market. And which this is a seasonal product. So launch it in a non-seasonal area. Okay. So you're going to get a level of, I'm just going to use that word here and let's test it there and see like handcraft it before you scale it. Don't spend hundreds of thousands of dollars. Let's do like, I think I actually said specifically what state, how much we were spending in that state. I was like 10% of whatever we're spending in that state. So…
Escúchalo en el minuto 32:42
Retención y relación con el clienteEn empresas de servicios y agencias B2B, diciembre concentra el mayor número de cancelaciones de contratos porque los clientes evalúan si internalizar el trabajo o recortar gastos; es indispensable reconectar proactivamente antes de fin de año para evidenciar el impacto y la alineación estratégica.
as seeing is it worth to bring in-house? Are we seeing the impact that we expected from the investment we provided with them? Is it also an opportunity for them to take over additional work, besides just what they've been delivering on, because they are aligned with where we're going in additional pieces? I mean, it's just the time of the year. You're like looking at, hey, does this make sense with what we're doing now and where we want to go next? And I think most agencies, at least we've experienced this for sure. And I think it's true for most of my friends. It's like December is the time…
Escúchalo en el minuto 10:06
No descuidar los canales que ya funcionan al experimentar con nuevas plataformas
Canales de adquisiciónAl probar nuevos canales de captación (como TikTok, Reddit o Google), nunca se debe desviar el foco ni retirar el presupuesto de los canales ya validados; la experimentación debe hacerse con presupuesto incremental y en paralelo a la optimización de los canales principales.
isolated as a test. And I think the biggest piece of what I agree with you on, and it's what you're saying is you can't stop what's working. You can't shift and say, I'm going to move attention away from what's already working and see if this new item is going to work even better. Because what I see so often is someone's like, okay, now I'm going to launch into Google ads. And then they neglect their you can't stop the train from moving. And you want to, when you're testing, have equanimity in the tests for new as in the tests for developing. So expanding in the existing channels that you're…
Escúchalo en el minuto 30:19
Retención y relación con el clienteEn empresas de servicios y agencias B2B, diciembre concentra el mayor número de cancelaciones de contratos porque los clientes evalúan si internalizar el trabajo o recortar gastos; es indispensable reconectar proactivamente antes de fin de año para evidenciar el impacto y la alineación estratégica.
as seeing is it worth to bring in-house? Are we seeing the impact that we expected from the investment we provided with them? Is it also an opportunity for them to take over additional work, besides just what they've been delivering on, because they are aligned with where we're going in additional pieces? I mean, it's just the time of the year. You're like looking at, hey, does this make sense with what we're doing now and where we want to go next? And I think most agencies, at least we've experienced this for sure. And I think it's true for most of my friends. It's like December is the time…
Escúchalo en el minuto 10:06
Despliegue de canales mediante Producto Mínimo Viable (MVP) y asignación realista de recursos
Canales de adquisiciónIntentar implementar todos los canales de marketing a la vez debido al 'síndrome del objeto brillante' satura la capacidad operativa y puede dañar activos clave (como la reputación de remitente en email); la estrategia debe priorizar un MVP por canal con un volumen de ejecución sostenible y KPIs realistas.
I should, I should, I should, like you have a laundry list of things you should do because everyone's saying to have a perfect environment. It's just, you're present on every ad channel. You just can't do everything all at once. So even sometimes that strategy is what to prioritize, what KPIs to hold it accountable. And then what resources are required to do that at a minimum viable product? Like what is the MVP rollout? Because creating saying like, yeah, I need to do more emails. If you were to start doing emails and like, I should be doing five emails a week because someone told me to do…
Escúchalo en el minuto 16:40
Medición y experimentosLas metas de marketing deben estar directamente vinculadas a métricas de negocio reales (como el estado de resultados / P&L y el crecimiento interanual) y no a métricas tácticas aisladas, garantizando que el esfuerzo y presupuesto del equipo impacten genuinamente el valor de la empresa.
to look at everything holistically, where are the holes start to finish with the goal in mind, going back to the MPIs. And by the way, the goal has to be tied to business metrics and not like marketing tactics. And those business metrics are the things that really move the needle and are going to impress your boss. If you're a CMO, if you're a CEO, chances are you're probably looking at your P&L all the time. And you're wondering, why do I have the same or flat growth year over year? And I'm paying this whole team to move the needle on it for me to stay flat or down or whatever
Escúchalo en el minuto 18:13
Validar la alineación del equipo pidiendo que articulen los objetivos del negocio
Estrategia y decisiones de negocioPara asegurar la alineación operativa con los objetivos y KPIs del negocio, no basta con explicarlos unidireccionalmente; se debe pedir a los miembros del equipo que expresen con sus palabras cómo entienden las metas y formular preguntas para confirmar que la estrategia fue comprendida.
exciting. Getting them on board is amazing. Validating that, make sure you validate from them and you hear validation because if they don't call back to you, like you have to stop. You've got every single person, please explain to me what you understand our goals are. If you can't get them to validate what you've been saying, you're going to be going in two different directions and you're but you want to have people on your team that can ask the smart questions to get to the hone of the message because, and that's also a way that you can confirm that they understood it. So in that they're…
Escúchalo en el minuto 36:37
Medición y experimentosEl período posterior a Black Friday/Cyber Monday y el cierre de año ('Q5') representa una ventana estratégica de menor actividad operativa para auditar si las agencias externas y los equipos internos están rindiendo según lo esperado, evitar que trabajen en silos aislados y asegurar que sus compromisos contractuales y objetivos estén alineados con la planificación del año siguiente.
of businesses are doing this right now is that they're planning for 2025 and they're trying to figure out, okay, is my internal team that I'm doing, I'm using right now in all areas of my business, is it performing up to expectations? Do I need to make some changes? If I have an agency, for example, are they doing what they need to do in order to get me to my goals, whatever my goals is in 2025? And right now is a really good time to do that because we find that this is a bit of a, e-com side, depending on what your shipping is and everything else. And then there's that sort of lull in…
Escúchalo en el minuto 7:02
Medición y experimentosNo existe una estrategia de marketing universal ni una combinación de canales fija (Meta, Google, SMS) válida para todos. Es necesario analizar el recorrido completo de inicio a fin para detectar fugas y definir objetivos orientados a métricas de negocio reales en lugar de métricas tácticas aisladas.
I don't think any strategy is the same. I mean, there are similar strategies that are used for specific types of industries, but there's no one size fits all cookie cutter approach. It's not meta for everyone. It's not Google for everyone. It's not after the click for everyone. It's not SMS. It's a combination. You have to look at everything holistically, where are the holes start to finish with the goal in mind. And by the way, the goal has to be tied to business metrics and not like marketing tactics. Hello, and welcome to the Perpetual
Escúchalo en el minuto 0:00
Detectar nichos culturales en el CRM para activar campañas en festividades desatendidas
Investigación de mercado y clienteRevisar los datos demográficos y patrones de nombres en el CRM permite identificar segmentos culturales representativos en la base de clientes y aprovechar fechas comerciales masivas ignoradas por la competencia (como el Año Nuevo Lunar o Chuseok), siempre que la marca cuente con autenticidad y recursos operativos para ejecutarlas.
like Lunar New Year is early this year. It's in January. So like, if you have, um, an Asian population, this is their Black Friday, this is their Superbowl. And so if you're, if you already have customers, an easy way to look at it, like you could, Chen is the most popular last name in the world. It's like one in four individuals in China have the last name Chen, for example, Kim Park. Like they're really common last names that you could just look in your CRM. And if you see that representation there, if you know, your client base is celebrating it, you put all this attention into the…
Escúchalo en el minuto 21:16
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