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The 3 Biggest LTV Mistakes Businesses Make (And How to Fix Them) | Perpetual Traffic EP 619
23 ideas de marketing sacadas de «The 3 Biggest LTV Mistakes Businesses Make (And How to Fix Them) | Perpetual Traffic EP 619», de Perpetual Traffic…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 43 min
- Publicada en 2024
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Enviar emails personales en texto plano desde el fundador para investigar la falta de recompra
Retención y relación con el clientePara diagnosticar problemas de LTV y entender por qué los clientes no compran de nuevo, se debe enviar un correo en texto plano firmado personalmente por el fundador o referente de la marca (sin formato de newsletter ni pie corporativo de desuscripción visible), solicitando retroalimentación directa y asegurando que las respuestas serán leídas por una persona real.
oh emailing your customers so email your customers email them send them a survey and like if you're able to personally respond and you are you know the face of the brand it goes a really long way find out why they didn't want to buy and they don't get these personalized emails a lot of consumers are so used to being one of many when you talk to one to many maybe none are listening but like the easiest thing you can do is send out an email that says hey this is Lauren Peta with media I saw that you had purchased we'll say this pen from us right like we love that this pen I would love to know…
Escúchalo en el minuto 18:29
Retención y relación con el clienteNo dependas únicamente del email para la postventa (donde una tasa de apertura del 40% deja fuera al 60% de los clientes). Invierte una fracción mínima de tu presupuesto publicitario en retargeting a compradores existentes en plataformas como Meta o Pinterest, mostrando al fundador explicando cómo usar el producto, resolviendo dudas y reforzando los resultados para eliminar el arrepentimiento de compra y fomentar la…
for and from a tactical standpoint I think a lot of lot of businesses just I think there's an overreliance you tool in the toolbox email obviously you've got their email but consider like how many emails you get like I get a ton and most of them end up in a folder that I never even open so uh if retargeting and all right let's say you Google what we found is that the open rates typically for you know like if you're doing 40% open rates after a great but also but you're still missing 60% where are they hanging out where did spend you can buy you can get to your customers they've already given…
Escúchalo en el minuto 30:34
Secuencia post-compra de 3 pasos para maximizar retención y LTV
Retención y relación con el clientePara asegurar la retención, recompra y recomendación de un cliente, el proceso postventa debe estructurarse en tres fases progresivas: Paso 0 (garantizar que reciba físicamente el producto o sus credenciales de acceso), Paso 1 (lograr que lo use o consuma por primera vez) y Paso 2 (educarlo para evitar errores de uso y garantizar que consiga el resultado o transformación prometida).
right like you got the customer isn't that Step Zero is they've received the product okay well there's that so if you're e-commerce make sure they actually get it or if you're info do then did they consume it cu they didn't consume they're not going to convert the next step I think it's um making sure they use it then I think it goes into the user era and ensuring that they want so I received it I tried it but it correctly so there's an educational aspect to it of ensuring that they feel confident in how they're consuming the have a race now to get them to the transformation and like…
Escúchalo en el minuto 25:28
Retención y relación con el clientePara maximizar el LTV de clientes ya adquiridos, clasifica la lista de correo en tres grupos (suscriptores sin compras, compradores únicos y compradores recurrentes) y optimiza los puntos de contacto: comunicación inmediata post-pago, experiencia de unboxing, recordatorios de reposición por email/SMS en la ventana estimada de consumo y secuencias de reactivación a los seis meses.
like I look at your email list as three things you have your subscriber never bought from you they bought once and they've bought more than once it's the only way I look at it and the biggest opportunity is you've already paid for be tackling is what is the communications with that individual from immediately when they purchase in that honeymoon period like you want to overcome buyer remorse what type of calms do you have to get them excited what is the unboxing experience when they get those supplements delivered to them is there something that brings more of the company's brand and the…
Escúchalo en el minuto 12:59
Retención y relación con el clienteGran parte de las cancelaciones en los primeros meses de suscripciones o infoproductos no se deben a fallas del producto o de adquisición, sino a que el comprador nunca llegó a iniciar sesión; esto se previene implementando canales de contacto saliente (llamadas, SMS o emails proactivos) para verificar la recepción de credenciales y facilitar el primer acceso.
was just talking about a software company this past week I'm like what's your number one issue as far as like why people cancel nobody ever logs in yeah if greater than 50% of people buy never log in I'm like are you me like there's your problem you don't have a traffic problem yeah you have a how do I log in problem cier need just to call hey did you get the login credentials right right like why wouldn't you call or text or at least email like some kind of outbound way like there's part of your problem why do people cancel within two to three months they never log
Escúchalo en el minuto 26:04
Anuncios de remarketing nativos y sin sobreproducción para venta cruzada
Canales de adquisiciónPara generar venta cruzada a clientes existentes con presupuestos reducidos, utiliza anuncios dinámicos de producto (DPA) o videos grabados en formato selfie por el fundador sin sobreproducción; el estilo nativo y realista suele superar en efectividad a las piezas publicitarias demasiado complejas.
infinitesimally small we you use dpas as well like you retarget you know dynamic product ads to cross sell them for at the very least do it on the meta platforms because it's so cheap and it's just easy to do these are handheld videos you as the founder yeah don't over produce over production over for the most part when you're over produced you're over complicating it like people are very comfortable with that more native more realistic Vibe um
Escúchalo en el minuto 35:30
Optimización y personalización de la experiencia postventa para elevar el LTV
Retención y relación con el clienteLa mayor rentabilidad del negocio se genera en la etapa postventa; cuidar la primera impresión física del producto, adaptar la experiencia a las necesidades específicas de cada segmento de cliente y auditar periódicamente el recorrido completo eleva el valor de vida del cliente (LTV) y permite tolerar costos de adquisición más altos.
actually do a post-purchase lump I call into the product like your package for an e-commerce brand like that first freaking hard like once you get them just nurture them as much as you post purchase it's all about the post purchase because that's where the money post-p purchase experience was relevant to the person who came into your funnel your postp purchase should be different if they bought once or if they bought a like so that postp purchase experience there's there's hyper relevance to it so looking at every part of your entire sales process your customer experience like go through it…
Escúchalo en el minuto 36:48
Frenar la inversión publicitaria si el producto no genera recompra por fallas en la entrega de resultados
Retención y relación con el clienteSi se detecta que los clientes compran una primera vez pero no recompran debido a que el producto no entrega los resultados prometidos, se debe desacelerar el gasto en publicidad de inmediato. Adquirir más usuarios con un producto deficiente destruye la confianza en la marca, la cual es significativamente más costosa y difícil de recuperar.
product was not a good experience then that's like uh if it's not giving on the results that you promised then it's a taking it back to the drawing board type of issue and then I would decelerate spend because you don't want to acquire more customers that are going to lose faith in your brand because you've launched something that doesn't actually do what it says it's harder to get them to retrust you without giving them an incentive for a steep discount got it
Escúchalo en el minuto 15:59
Diferenciar la secuencia de email post-compra según el historial del cliente
Retención y relación con el clienteLas automatizaciones posteriores a la compra no deben ser genéricas: se debe segmentar y enviar secuencias distintas para compradores primerizos frente a compradores recurrentes o suscriptores.
listening again subscriber bought once bought more than once your post-p purchase sequence should be different for those that have bought from you more than once just F I'm putting it out
Escúchalo en el minuto 22:25
Retención y relación con el clienteEn una marca de suplementos escalada de 30.000 $ a más de 2 millones de dólares mensuales en facturación con 1M+ $ en gasto publicitario mensual, destinar solo 50 $/día (1.500 $/mes, aproximadamente el 0,1% del gasto total) a anuncios de retargeting post-consumo con el fundador logró duplicar el LTV y la frecuencia media de recompra de los clientes.
as a client that we worked with for about four or five years took them from 30 grand a month and revenue to well over 2 million and it took about a year or so to do this supplement once again we had spend of a million plus per month and we had a daily budget I believe of $50 a day so let's extrapolate that without you know that's $1,500 a month anyway like a tiny tiny fraction of your spend you can enhance your LTV through is is we got folks from buying three times the average buyer bought the products 3x to doubling that we doubled we doubled their l TV by doing retargeting ads which were…
Escúchalo en el minuto 31:50
Retención y relación con el clienteEn una marca de suplementos escalada de 30.000 $ a más de 2 millones de dólares mensuales en facturación con 1M+ $ en gasto publicitario mensual, destinar solo 50 $/día (1.500 $/mes, aproximadamente el 0,1% del gasto total) a anuncios de retargeting post-consumo con el fundador logró duplicar el LTV y la frecuencia media de recompra de los clientes.
as a client that we worked with for about four or five years took them from 30 grand a month and revenue to well over 2 million and it took about a year or so to do this supplement once again we had spend of a million plus per month and we had a daily budget I believe of $50 a day so let's extrapolate that without you know that's $1,500 a month anyway like a tiny tiny fraction of your spend you can enhance your LTV through is is we got folks from buying three times the average buyer bought the products 3x to doubling that we doubled we doubled their l TV by doing retargeting ads which were…
Escúchalo en el minuto 31:50
El LTV determina el límite competitivo de inversión en adquisición de clientes
Medición y experimentosConocer el valor de vida del cliente (LTV) permite realizar inversiones agresivas a corto plazo y asumir márgenes bajos o pérdidas en la primera compra, ya que quien puede permitirse pagar más por adquirir un cliente termina ganando la cuota de mercado.
important uh well I mean if you don't know the long-term value you can't make short-term Investments a lot of people don't make initial profit especially for enac for new customer Acquisitions you you don't know the lifetime value you don't know how much you're willing to pay to buy a customer and we all know whoever is willing to pay the most to buy a customer is almost always going to win because they're going to be able to lifetime value um in a nutshell allows you to predict scalability and allows you to put um proof behind the efforts that you're making because if you know plus the…
Escúchalo en el minuto 8:33
Implementar encuestas post-consumo además de post-compra para diagnosticar la retención
Retención y relación con el clienteLas encuestas inmediatamente posteriores a la compra solo identifican de dónde vino el cliente, pero no explican problemas de retención o LTV. Es necesario realizar encuestas post-consumo para entender la experiencia real y en qué punto del ciclo de vida del producto se encuentra el usuario antes de pedirle la recompra.
and other like post-p purchase surveys that identify where the customer came from we're not doing post consumption surveys to understand where they are in the life cycle of that product yeah yeah helps but they haven't consumed the product yet right so if you have an LTV issue and people aren't
Escúchalo en el minuto 20:45
Medición y experimentosAumentar el presupuesto en publicidad pagada sin alinear las decisiones con la cuenta de pérdidas y ganancias (P&L) y la rentabilidad real unitaria puede acelerar la bancarrota de una empresa en lugar de escalarla.
many cases but that drives all of your marketing like if you don't know the things that we're going to discuss today it's really hard to scale and understand like how much you should be spending on paid advertising Andor marketing just in general in order to profitably grow your anything if you don't know these metrics as John Moran said when he was on here it's like if I don't know these metrics I can spend a ton of money to drive you out of business fast
Escúchalo en el minuto 6:33
Ventana objetivo de 90 días para rentabilizar la adquisición de nuevos clientes
Medición y experimentosCuando la adquisición de nuevos clientes no es rentable en la primera compra y depende de la recompra (segunda, tercera o posteriores compras), el plazo ideal para recuperar el costo de adquisición y generar beneficios netos es de 90 días.
don't make initial profit especially for enac for new customer Acquisitions you may be um waiting to recuperate your cost with the second third or maybe even fifth purchase depending on the price point ideally you're making money within 90 days of those new customers but if
Escúchalo en el minuto 8:39
Riesgo de usar descuentos para adquirir clientes nuevos
Oferta y precioOfrecer códigos de descuento (como un 15%) en la captación de tráfico frío acostumbra a los clientes a buscar rebajas y puede consumir la totalidad del margen de beneficio neto del negocio.
they just said well in order to acquire more customers all we need is like a discount code for you guys 15% I'm like what no that just trains your customers to look for bargains and 15% by the way that might be your net profit margin which we're going to get to in today's show so discounting bad thing customer I'm saying for new customer acquisition discounts no okay we
Escúchalo en el minuto 11:10
Incluir notas manuscritas personalizadas en pedidos físicos para elevar la recompra
Retención y relación con el clienteAñadir una nota de agradecimiento escrita a mano dentro del paquete de envío —mencionando el producto adquirido y sugiriendo otro complementario— genera una fuerte conexión emocional y estimula la tasa de recompra y el valor de vida del cliente (LTV).
order so every time someone orders it there's like me handwriting like thanks so much for supporting our small business and then just talking about the product and maybe another one they'll want to reorder with and I'm telling you jazz I couldn't believe the amount of comments and DMS we received for people saying thank you for that small custom small kind of component because we were like how do we increase our reorder rate intensive you have someone handwriting a I don't mind but that I'm telling you made a huge difference because we're
Escúchalo en el minuto 40:17
Prevenir caídas en la recompra mediante la reducción del error de uso del producto
Retención y relación con el clienteMuchas caídas en la tasa de recompra no se deben a una mala oferta o mal producto, sino a errores del usuario (no entender la frecuencia de uso, cómo aplicarlo o simplemente olvidarlo). La comunicación post-compra debe ser ultraexplícita sobre cómo y cuándo usar el producto.
product is there an issue with how to actually use the product user error goes along long way in determining whether or not someone's going to reorder does the supplement bottle maybe not tell them the frequen seeing which to take it so but it it might not actually be That explicit so they take it only when they not I don't know but like user errors more common than you think I'm not saying people are dumb I'm saying people are busy and distracted so if it's not obvious they're obviously potentially going to forget right so
Escúchalo en el minuto 22:46
Ejecutar de forma manual antes de automatizar
Estrategia y decisiones de negocioAl iniciar un negocio o probar una iniciativa, conviene realizar las tareas e interacciones con el cliente de forma artesanal y manual para descubrir con precisión qué funciona antes de proceder a su automatización.
starting like this is the stuff you need to do sorry like that's everything like go to where your customers are thank them ask them questions like we talked about that you know sending out personal emails it's okay like you're not if you're just starting out you need to start out like everything is manual before you automate it yeah handcraft it then automate it figure out what works
Escúchalo en el minuto 41:24
Retención y relación con el clienteEn lugar de enviar secuencias lineales basadas exclusivamente en tiempo, el onboarding debe estructurarse mediante un sistema de 'triage' donde el usuario no avanza a la siguiente fase de comunicación hasta haber completado la acción primaria requerida.
guess we have a whole onboarding triage component where there's four different levels we cycle people through multiple times we don't let them get into the secondary triage of the onboarding sequence till they've done the first primary desired action the first one so interested in how I'm like stop telling people to do something when they didn't do the first action they promised they were going to do anyways right right so
Escúchalo en el minuto 23:52
Medición y experimentosLa evaluación de las campañas publicitarias debe basarse en métricas de rendimiento que demuestren rentabilidad neta para el negocio, sirviendo como lenguaje común y punto de rendición de cuentas entre el equipo de marketing, el dueño de la marca y el CFO, en lugar de depender únicamente de KPIs publicitarios superficiales.
these matter because when we are working with ad accounts whether small large or in between uh making sure that the business owner is making money at the end of the day is the most important factor for a sustainable business and a lot of the other kpis that have been tossed around and are still being used in a lot of conversations are disregarding so much uh that's being left out of the conversation these are numbers that a CFO can bring in these are numbers the brand owner needs these are numbers that the marketing team need to measure and hold themselves accountable to so it's daily basis…
Escúchalo en el minuto 4:07
Medición y experimentosLa evaluación de las campañas publicitarias debe basarse en métricas de rendimiento que demuestren rentabilidad neta para el negocio, sirviendo como lenguaje común y punto de rendición de cuentas entre el equipo de marketing, el dueño de la marca y el CFO, en lugar de depender únicamente de KPIs publicitarios superficiales.
these matter because when we are working with ad accounts whether small large or in between uh making sure that the business owner is making money at the end of the day is the most important factor for a sustainable business and a lot of the other kpis that have been tossed around and are still being used in a lot of conversations are disregarding so much uh that's being left out of the conversation these are numbers that a CFO can bring in these are numbers the brand owner needs these are numbers that the marketing team need to measure and hold themselves accountable to so it's daily basis…
Escúchalo en el minuto 4:07
Impacto del canal de email marketing en el escalado de una tienda de consumibles
Canales de adquisiciónEn una tienda de consumibles de alta rotación escalada de 1.500 a 150.000 dólares mensuales en seis meses, el canal de email marketing representó entre el 40% y el 60% de los pedidos mensuales totales.
we've grown an account from aund or $1,500 a month to $150,000 a month in like six months a did not get all the new emails because emails contributed 40 to 60% and on the month of orders that hurt us more by removing it but this was a large skew store this is um a consumable with lots of uh repeatable purchases but anyways
Escúchalo en el minuto 14:11
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