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The 3 Most Frequently Asked Questions from Marketers Answered! | Perpetual Traffic EP 643
14 ideas de marketing sacadas de «The 3 Most Frequently Asked Questions from Marketers Answered! | Perpetual Traffic EP 643», de Perpetual Traffic. Sobre…
- 14 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 33 min
- Publicada en 2024
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Uso del Media Efficiency Ratio (MER) frente a la atribución fragmentada
Medición y experimentosDebido a que ningún canal ofrece una atribución 100% certera sobre el origen de cada cliente, las decisiones de inversión deben guiarse por el Media Efficiency Ratio (MER), cruzando el gasto total en medios con los ingresos reportados directamente en el CRM o backend de e-commerce (e.g. Shopify).
idea but it's never going to be 100% and you're never going to have a real specific idea as to where each individual customer is coming from by Channel that's why you need to look at a a how we do it is we use media efficiency ratio where we look at the entirety of all the entire ad spend all of the marketing budget or the Media budget in this particular case and then cross reference that with the CRM or the e-commerce backend like Shopify and make decisions based upon media efficiency ratio as opposed to buy channel so the
Escúchalo en el minuto 19:15
Obtención de UGC sin coste reclutando a nano-influencers de la propia lista de correo
Estrategia de contenidosPara conseguir contenido generado por el usuario (UGC) para anuncios sin presupuesto elevado, conviene identificar a nano y micro-influencers que ya figuren en la base de datos o lista de suscriptores de la marca y ofrecerles producto gratuito a cambio de la creación de contenido.
hiring a an influencer you can actually get your Nano influencers your micro influencers who are on your list to do this for free Andor for free Prof product and it's the best way to get ugc there so that's a really easy way of doing it that's just going to cost you
Escúchalo en el minuto 25:15
Revitalización de campañas sustituyendo anuncios genéricos por UGC y mensajes adaptados al avatar más ávido
Mensaje y copywritingPara escalar una marca de estuches protectores, se recortaron segmentos demográficos con clics sin conversión (mayores de 65 años) y se reemplazaron los anuncios genéricos de producto por contenido UGC y copy contextualizado para su avatar principal (usuarios de armas de fuego yendo al campo de tiro), logrando resultados en 3 a 4 meses.
in the case Niche and they had a very specific goal which was to reach 6 million in Revenue in their first year and they were very very far from that approach we looked inside their meta account they're primarily advertising on demographics a lot of which were not actually purchasing from them so we was doing the research on their best most Avid avatar for their product and in this particular case it was people who owned Firearms so we focused on demographics we cut out the demographics in their meta campaigns that were just being wasted getting a lot of clicks but no conversions in this…
Escúchalo en el minuto 11:25
Canales de adquisiciónEl ritmo de iteración y optimización de campañas debe ser proporcional al presupuesto invertido y al tamaño del mercado; además, plataformas visuales como Meta, TikTok o LinkedIn requieren muchas más iteraciones creativas que plataformas como Google Ads, donde se delega más trabajo al algoritmo y al texto.
question of how often should you be doing iterations optimizations of your campaign is directly related to how much you're spending and how large your Market is so the larger the market and the more spend the more iterations and optimizations you should be making for your campaign as a general rule the smaller the market the less iterations and optimizations you should be doing by Channel there's going to be far more optimizations and iterations done in a typical meta campaign or a Tik Tock campaign or even a LinkedIn campaign as there might be in a Google ads campaign because Google ads is…
Escúchalo en el minuto 15:37
Captación directa de contenido UGC segmentando e incentivando a los mejores clientes
Estrategia de contenidosPara obtener contenido generado por usuarios (UGC) de forma sistemática, clasifica y segmenta a tus clientes con mayor volumen de compra en los últimos 6 a 12 meses y envíales un correo directo (idealmente firmado por el CEO o CMO) ofreciendo producto gratuito (p. ej., 100 USD en mercancía) a cambio de un video testimonial, facilitándoles un tutorial corto sobre cómo grabarlo fácilmente con el teléfono.
is to sub segment out your email list list based upon your best customers who sellers and also who has bought from a dollar volume perspective what are your dollar volume and Force rank all of rank those individuals and create sub lists within your CRM to email them CMO if you are the CEO coming ex directly from you is very very impactful is emailing those folks and asking them specifically to create ugc content for last week was incentivize them with free product hey I'm going to send you $100 worth of free product in exchange for and then what I usually will do is I'll have a video that…
Escúchalo en el minuto 21:08
Priorización 80/20 para optimizar múltiples campañas regionales
Canales de adquisiciónAl gestionar una estructura con decenas de campañas regionales o locales, aplica la regla del 80/20 concentrando la optimización en el 10% a 20% de las campañas más rentables o estratégicas según la estacionalidad, evitando dispersar el esfuerzo operativo.
in the campaign so what we typically will do is we'll do an 8020 on Regional campaigns and pick maybe the top 10 or maybe the top 20 out of a 100 campaigns focus on those because those are the most profitable those are the most lucrative and maybe those are the most um for that particular time of year the best from a seasonality perspective
Escúchalo en el minuto 17:37
Planificar cambios de agencia o equipo antes de fin de año para evitar perder el primer trimestre
Estrategia y decisiones de negocioSi se proyecta cambiar de agencia, proveedor o reestructurar el departamento de marketing para el nuevo año, la transición debe iniciarse antes de que termine el año (en diciembre o Q5). Debido a que la preparación y el onboarding toman cerca de un mes, posponer la decisión hasta enero provoca perder casi todo el primer trimestre de crecimiento.
you're going to make a shift if you're going to make a change maybe a change in your department maybe a change in your vender maybe a change in your agency you should be thinking about that and planning for that right now because if you wait until after the first of the year you're then going to lose most of the quarter so for us when we have someone who comes in and wants to work with us it might take a month or so for us to go through everything that's today in order to set that business up for Success so if you wait until after the first of the year I think you'll you'll be missing out on…
Escúchalo en el minuto 1:10
Captación directa de nano-influencers de nicho mediante búsqueda y DM en redes sociales
Canales de adquisiciónPara reclutar nano-influencers de forma directa y económica, realiza búsquedas por palabras clave del nicho en Instagram y TikTok, evalúa sus perfiles manualmente y envía mensajes directos (DM) uno a uno para acordar colaboraciones.
people that are within your Niche let's say you sell health and beauty products maybe like search on Tik Tok search on Instagram for Health and Beauty and then go to their individual Pages then you can reach out to them you can DM them on uh Instagram you can do the same thing over on Tik Tok really good way of making that onetoone contact have maybe somebody in your marketing department do
Escúchalo en el minuto 29:43
Mayor retorno y menor fatiga de audiencia al colaborar con nano-influencers frente a macro-creadores
Canales de adquisiciónLos nano-influencers (generalmente con menos de 1.000 a 10.000 seguidores) ofrecen una relación coste-efectividad superior a los macro o mega-influencers: sus tarifas son reducidas, su audiencia no está saturada de patrocinios repetidos y demuestran mayor motivación para generar resultados que justifiquen futuras colaboraciones.
refer to as Nano influencers so Nano that have anywhere from you know a thousand to maybe 10,000 followers in many cases less than a thousand and these are the ones that actually are the most coste effective they're the ones who are going to get you the biggest bang for the buck you're not going to pay a whole lot for them they haven't exhausted their lists of people that they sent to or their fans and these are and the interesting part of that is that unless it's their personal brand you're not really going to get as good a return on the dollars that you spend in hiring those influencers as…
Escúchalo en el minuto 26:59
Estrategia de contenidosEl contenido generado por usuarios con estética casual y baja producción ('lo-fi content') no requiere infraestructura de estudio y resulta altamente eficaz para pautas publicitarias a lo largo de todo el embudo (TOF, MOF y BOF).
for you and your business we use ugc content at the very top of the funnel we use in the middle of the funnel we use in the bottom of the funnel we using it ugc content right now especially content that's not super well produced I mean we're talking about what meta calls lowii content those are actually the best types of content you don't have to have a video Studio you don't have to
Escúchalo en el minuto 24:42
Usar microinfluenciadores (10k-100k) para generar impacto en nichos competitivos sin saturar a la audiencia
Canales de adquisiciónCuando una marca compite en un nicho saturado y los nanoinfluenciadores no mueven la aguja lo suficiente, los microinfluenciadores (10.000 a 100.000 seguidores) representan el punto óptimo: aportan mayor alcance, tarifas negociables, audiencias que aún no están quemadas por excesivas promociones y una alta probabilidad de convertirse en defensores de marca duraderos con buen retorno de inversión.
good traction with micro influencers these are people that are between 10,000 and 100,000 as far as followers so their pricing is a little bit higher uh you influencer Market but you will get them wider appeal so if you're making sort of make a splash in the market and differentiate themselves because they're in a highly competitive Niche and they Nano influencers might not move the needle quite as much there so micro influencers anywhere between 10,000 you 100,000 followers uh are in the ideal range and you can negotiate with the these folks many cases and often times they haven't burned out…
Escúchalo en el minuto 30:10
Plazos de resultados según el enfoque: optimización táctica (1-2 meses) vs. estrategia de marca (3-6 meses)
Medición y experimentosEl tiempo necesario para observar resultados depende del tipo de intervención: los ajustes puramente tácticos en canales publicitarios suelen reflejarse en 1 a 2 meses, mientras que los proyectos que integran investigación de avatar, reposicionamiento y estrategia de marca tardan entre 3 y 6 meses en consolidar tracción real.
tactics but more importantly if it's more tactics than strategy typically that time frame for results is a less period of time maybe a 1 to 3 month 1 to two month range as opposed to if you're trying to rebuild a brand it might be a longer time frame in which to expect results maybe two to three months to start seeing some initial traction and then obviously the real traction comes between months three and six and Beyond so in most cases it's anywhere between 1 and six months as to how quickly you can expect results if it's like I said if it's highly tactical and it's just a those tend to be…
Escúchalo en el minuto 10:46
Optimización táctica en Google Ads reduce gasto en 27% y aumenta ventas en 47% en 30 días
Canales de adquisiciónEn negocios que ya cuentan con demanda activa e intención de búsqueda alta pero no logran escalar, priorizar una optimización táctica en Google Search antes de invertir en branding permite generar resultados inmediatos, reduciendo el gasto publicitario en un 27% y aumentando las ventas en un 47% en el primer mes.
results we said probably one to two months maybe even within the first month CU all we needed to do is Implement some particular case it was the Google months uh what we found is that by about the first month we started to deliver particular case it was a actual lowering of AD spend by 27% if I recall correctly but an increase in sales of about 47% because their solution was far more tactical as opposed to Brand now phase
Escúchalo en el minuto 8:18
Tiempos de retorno según enfoque: optimización táctica vs. reposicionamiento de marca
Marca y posicionamientoEl tiempo necesario para ver resultados de marketing depende del punto de partida: las intervenciones puramente tácticas en canales de alta intención generan ventas directas en 1-2 meses, mientras que las marcas rezagadas en su categoría requieren entre 3 y 12 semanas solo para investigación y diferenciación creativa, logrando inicialmente engagement y bases de audiencia entre el mes 1 y 3.
how quickly can we expect results we really feel that this is probably within 1 to 3 months they're going to see we refer to as the creative strategy framework of how to differentiate do all the research go through all the market and usually that takes that ideology that ideating of ideas that takes anywhere between 3 to four weeks minimum and then I would say 12 12 weeks for an audience will take anywhere from 1 to 3 months so those results are usually in the form of Engagement with degree but most importantly you're building a foundation for future results 47% because their solution was far…
Escúchalo en el minuto 5:15
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