Marketero · Entrevistas
The 5 Biggest Mistakes You’re Making in Your Online Marketing Right Now | Perpetual Traffic EP 521
24 ideas de marketing sacadas de «The 5 Biggest Mistakes You’re Making in Your Online Marketing Right Now | Perpetual Traffic EP 521», de Perpetual…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 44 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 24 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 24 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Uso de números de teléfono frente a emails para mejorar la coincidencia en audiencias personalizadas de Facebook
Canales de adquisiciónSubir listas con números de teléfono a Facebook Ads alcanza tasas de coincidencia cercanas al 90% gracias a la autenticación en dos pasos, frente a apenas un ~30% cuando se usan correos electrónicos que suelen diferir de la cuenta personal de Facebook.
but then think about your Facebook ad account that email that you use to sign up for stuff is for sure like 99 sure that it's not the email you use on Facebook because Facebook's spammed you upload those CSV files to the cus the custom audiences and then it's only like a 30 match rate and they're all like oh my God why is that well just use phone numbers it's going to be 90 because your phone number is the one thing you need for two-factor so if you don't have the right phone number you're not in that thing is actually matching the data in Facebook's database if you get data that Facebook…
Escúchalo en el minuto 31:47
Exclusión obligatoria de audiencias tibias en campañas de adquisición amplia
Canales de adquisiciónPara garantizar que una campaña publicitaria amplia genere verdadera adquisición de clientes nuevos, es indispensable excluir a todos los usuarios que hayan tenido contacto previo con la marca (visitas a páginas web o perfiles sociales, reproducciones de video, leads y compradores históricos). Sin estas exclusiones, el algoritmo de plataformas como Meta prioriza automáticamente a la audiencia más tibia disponible.
audience all the algorithm is doing is going out and finding the people who have previously bought from you previously opted in previously landed on your page the warmest traffic possible audiences but the key to all this is the exclusions is excluding everybody who knows anything about whatever you've ever done and that could be page views you know that could be Instagram page visitors that could be people who have engaged with your videos that could be custom audiences who have landed on your page this is leads this is buyers all time you gotta take them out of your audience you're not…
Escúchalo en el minuto 15:39
Canales de adquisiciónOmitir la exclusión de compradores y visitantes recientes en campañas de segmentación amplia (broad) provoca que el algoritmo optimice hacia los usuarios más fáciles, convirtiendo la campaña en un remarketing encubierto que satura la frecuencia y colapsa el rendimiento a los pocos días.
UTM anywhere or for example exclusions that's one thing that you continuously see everywhere people running campaigns that that work for three days and then they die and I'm like of course when you start hitting the same people and over and over again because the agency doesn't understand how the algorithm exclusions if you don't have exclusions for purchasers website visitors or anything else what's going to happen is that the algorithm is going to focus to the highest chance of conversion also like known as lowest hanging fruit so what's going to happen is if it's going to continuously…
Escúchalo en el minuto 13:38
Medir eventos de conversión secundaria para no romper la atribución de anuncios pagados
Medición y experimentosCuando un visitante procedente de un anuncio ve un pop-up de descuento y va a su bandeja de entrada para obtener el cupón, la atribución directa del anuncio suele perderse. Es crucial medir el evento de captura de lead y la ruta completa de conversión secundaria para evaluar con precisión el ROAS real de las campañas de prospección.
website gets 10 off on the first having to point out that the email pop-up was actually stealing all of the sales because when they in order for them to get a discount like that they have to open their email and click to a new link that doesn't have the tracking info from Facebook and so we ended up actually developing a and I see a lot of businesses with pop-ups not tracking the lead event to the pop-up so that's value still brought by the ad to your business you need to track those secondary conversions and in here is that track everything along the entire conversion pass like not just
Escúchalo en el minuto 39:00
Implementar Conversions API (CAPI) y parámetros UTM como estándar base en Meta Ads
Medición y experimentosEl seguimiento del lado del servidor mediante Conversions API (CAPI) y una estricta higiene de parámetros UTM son requisitos mínimos fundamentales antes de aplicar herramientas de analítica externas, ya que mejoran directamente la visibilidad de datos y la capacidad de optimización del algoritmo de Meta.
important point it's server-side third-party tracking is conversions API is going to have conversions API because all it does is it helps our visibility and the optimization inside the meta the base level which from an optimization reporting and day-to-day management standpoint is table Stakes hygienics on your UTM parameters like old school UTM parameters I think is
Escúchalo en el minuto 27:11
Implementación de UTMs y seguimiento server-side para evitar apagar anuncios ganadores
Medición y experimentosSin el uso riguroso de parámetros UTM y seguimiento en el servidor (server-side tracking), plataformas como Meta subreportan las conversiones de forma masiva, provocando que los anunciantes apaguen erróneamente anuncios que sí son rentables.
so UTM and server-side tracking is so a lot of the times the sales are coming in from a campaign but because they don't have utms and server side it shows zero in the Facebook's ads panel so they're keeping their continuously turning off really winning ads and overall Facebook is now massively underreporting the results so if you don't have that setup you're
Escúchalo en el minuto 22:39
Retención y relación con el clienteEl canal de SMS es óptimo para comunicar escasez real (ventas flash o lanzamientos de edición limitada) debido a su inmediatez de apertura respecto al email. Para incentivar la captura del número telefónico, se deben ofrecer descuentos o beneficios exclusivos a quienes se suscriban por esta vía.
drops that were limited edition so you develop scarcity but the best way to advertise scarcity is going to be the text message because you don't wait to another option I like is also offering limited special discounts for people that give the phone number so yes I'm yeah I saw somebody do a flash sale uh whatever it was but it only goes out via SMS because emails just sit forever and text based but it's urgency and scarcity together that's why you need to do the text messages because they're to
Escúchalo en el minuto 36:13
Combinar SMS y email marketing para maximizar la tasa de apertura global
Retención y relación con el clienteCombinar campañas de SMS con email marketing permite compensar la baja tasa de apertura promedio del correo (cercana al 10%) con la del SMS (~90%), reactivando además la visibilidad y apertura de los propios correos.
so an Easy Money Maker for most brands is going to be combining email and text thing is that the email is continuously losing its power less and less people are opening it and by the year it just think about it the average industry operate is 10 while text messages are 90 so what we did is we just combined text messages and email so we keep top of mind and then I actually we saw that when we started doing text messages people start opening emails because it so you do both I mean don't do well don't forget about email email is still important but exactly if you're relying on it exclusively SMS…
Escúchalo en el minuto 31:25
Riesgo de perder la propiedad y el acceso a las cuentas publicitarias al contratar agencias
Canales de adquisiciónUna empresa nunca debe ceder la propiedad de sus cuentas de anuncios ni permitir que una agencia bloquee el acceso directo a sus métricas y activos publicitarios. Firmar acuerdos de permanencia prolongados donde la agencia controla la cuenta a ciegas deja al negocio 'secuestrado' operativamente e impide que otros profesionales puedan evaluar o continuar el trabajo.
but they are locked into an agency that will not allow them to see their ad account will not give them any insights into what they're doing and they demand from working and they've held them Ransom with a 12-month contract that locks them in and they have zero visibility and you because they own the ad account they own all the assets they're locked into this agreement they made this mistake
Escúchalo en el minuto 9:05
Propiedad de cuentas y activos publicitarios frente a agencias
Canales de adquisiciónSalvo que una agencia financie el gasto en anuncios con su propio dinero, la empresa cliente siempre debe ser la dueña directa de sus cuentas publicitarias, accesos, propiedad intelectual y creatividades generadas.
now to help them but we can't get real insights because we can't get access to the ad account we can only sort of get here so sorry here's where I'll own the the only time I'd ever own assets is if I'm the one footing the bill for the ad spend so for it was my money it's my account other than that it's criminal yeah like it's Based yet but if you don't own your own IP your own accounts your own the work created the work product that's Criminal what Ralph said like the main thing you need to eliminate is them owning your
Escúchalo en el minuto 10:47
La fatiga creativa rápida y el ROAS inflado indican retargeting encubierto
Medición y experimentosTener que rotar creativos cada tres días junto con reportar un ROAS artificialmente alto (por ejemplo, 6x) en audiencias abiertas suele ser una señal de alerta: indica que el algoritmo solo está vendiendo a tráfico tibio preexistente. Al limpiar la cuenta y excluir a los clientes actuales para hacer verdadera prospección, es normal que el ROAS caiga temporalmente (por ejemplo, a 2x) mientras se reconstruye la…
has this going on this is a huge red flag because all they're doing is spoon feeding you back results and probably those results look pretty good but the fact that they have to swap out every three days means that in a broad audience all the algorithm is doing is going out and finding the people who have previously bought from you audiences mashed in together and they're getting oh look at my roast I'm getting a 6X row ass we just did a you know a agency was getting a 6X row ass and we're like you know your first couple weeks with us you're probably going to get down down to a two they're…
Escúchalo en el minuto 15:25
Medición y experimentosLos directores de marketing y agencias deben operar con reportes semanales de inversión publicitaria y rendimiento; limitar el análisis a informes mensuales genera vacíos de comunicación y anula la visibilidad necesaria para iterar experimentos y ajustar presupuestos.
CMO or director of marketing you should have your internal team be giving you a weekly report on your spend how things at least table Stakes are just like bare minimum for any internal business but they have a monthly report that's all they get so in between then no communication no back and forth no telling them hey we tried this we're
Escúchalo en el minuto 29:35
Medición y experimentosInyectar capital indiscriminadamente y escalar la capacidad operativa sin identificar qué palanca específica de marketing genera el crecimiento crea una trampa operativa: cuando el negocio necesita volver a ser rentable, resulta casi imposible identificar qué costos recortar sin destruir el rendimiento.
right and scaling up is a dangerous what's going on but you scale up up you need to continue that but you don't know which of your levers worked just throw a bunch of money at everything and then it works but you don't know which lever is working and we've scaled but now we need to be profitable you have no idea how to cut it it's an it's a near impossibility to unscramble those scrambled eggs exactly
Escúchalo en el minuto 25:13
ConversiónAl solicitar el correo en formularios o pop-ups, se debe pedir conjuntamente el número de teléfono, aprovechando que el autocompletado de los navegadores rellena ambos campos y reduce la fricción de entrega.
just think that when you're asking for an email ask for a phone number and that's it don't don't just do one or the either you have to do both and that's the thing about that if most browsers including mobile now pre-populate and so if you're asking for an email and already plan on giving you my email if my phone number pre-populates and I'd say that it you know just guessing does for 51 or more of people right like the majority of people it's harder for me not to give you my phone number now because I have to go in and delete it
Escúchalo en el minuto 34:42
ConversiónAl solicitar el correo en formularios o pop-ups, se debe pedir conjuntamente el número de teléfono, aprovechando que el autocompletado de los navegadores rellena ambos campos y reduce la fricción de entrega.
just think that when you're asking for an email ask for a phone number and that's it don't don't just do one or the either you have to do both and that's the thing about that if most browsers including mobile now pre-populate and so if you're asking for an email and already plan on giving you my email if my phone number pre-populates and I'd say that it you know just guessing does for 51 or more of people right like the majority of people it's harder for me not to give you my phone number now because I have to go in and delete it
Escúchalo en el minuto 34:42
Hacer visibles y visuales las garantías y beneficios clave en las páginas de producto
ConversiónNo entierres los principales diferenciales, garantías o políticas de devolución en bloques de texto denso o páginas secundarias como las políticas de envío; colócalos al frente y al centro en las páginas de producto mediante elementos visuales e iconos claros para reducir la fricción de compra.
main thing is uh showing them all of the businesses don't have any trust signs trust the symbols guarantees nothing written in a blob of text need to have really good visual elements like icons visual aids things like that um guarantees like 100 money back guarantee no questions asked a lot of businesses have that but it's on the shipping policy like that they don't use their biggest benefits on the product pages and everything because for some reason they think that the person is going to do the it's not the case they're just gonna go Ivan's making like if you if you have those crazy offers…
Escúchalo en el minuto 40:57
Transparencia en los tests publicitarios fallidos mediante reportes semanales
Medición y experimentosEn publicidad digital es normal fallar cerca del 70% de las pruebas; el valor ante el cliente reside en comunicar con transparencia qué no funcionó, qué se aprendió y cuál es el siguiente paso en un reporte semanal.
trying to figure out what worked what didn't work to get to that next level of test so that you ultimately will succeed and I think a lot of agencies fall down there they're afraid to admit their mistakes not even their mistakes just the stuff that doesn't work but I think that is really really important to communicate back it gives transparency it's the right thing to do but it also tells like hey you know we're not going to succeed on all of our ads and you know I haven't I always say like if you're failing 70 of the time in this business you're actually doing pretty communicating that but…
Escúchalo en el minuto 30:17
Iteración ágil y continua de creatividades publicitarias
Canales de adquisiciónEl testing publicitario efectivo requiere iterar cada creatividad entre 4 y 8 veces con pequeños ajustes de diseño (como tipografías o colores), lo que demanda una comunicación directa y sin fricciones entre el media buyer y el equipo creativo/técnico.
one of the reasons why we developed the system that everything is in-house so when my media bar has a problem he directly contacts the developer that can solve it and we're all Under One Roof long so the same goes for the creatives like you can imagine how longer it takes if you have an outside partner developing the creators and then you sending the feedback because we test the create in the creative like four to eight times before we finish testing and those small iterations like it's just a couple of things like a color or a font or something moved around it makes a difference but if you…
Escúchalo en el minuto 12:31
Retención y relación con el clienteLas agencias de medios pagados deben estructurar sus revisiones e informes de rendimiento de forma semanal en vez de mensual para reducir la incertidumbre del cliente sobre el trabajo realizado y mantener una relación operativa fluida.
performance reviews you have to do them weekly I've I've been talking to agencies after agencies and they all do like a monthly report and all I'm just doing a monthly report as well and the clients were getting pissed off because they weren't sure what we were doing or why but now that we do like for the last three years we've been doing the weekly report system it just became a much smoother experience for both sides
Escúchalo en el minuto 23:29
Retención y relación con el clienteLas agencias de medios pagados deben estructurar sus revisiones e informes de rendimiento de forma semanal en vez de mensual para reducir la incertidumbre del cliente sobre el trabajo realizado y mantener una relación operativa fluida.
performance reviews you have to do them weekly I've I've been talking to agencies after agencies and they all do like a monthly report and all I'm just doing a monthly report as well and the clients were getting pissed off because they weren't sure what we were doing or why but now that we do like for the last three years we've been doing the weekly report system it just became a much smoother experience for both sides
Escúchalo en el minuto 23:29
Retención y relación con el clienteLos clientes que han tenido múltiples experiencias frustrantes o engañosas con proveedores previos llegan con un sesgo defensivo extremo y altos niveles de escepticismo. Cerrar y mantener una relación comercial saludable con ellos exige un sobreesfuerzo en transparencia y demostración de valor para reconstruir la confianza básica.
little bit about that most of the time when we talk with companies they are really stressed out and freaked out because they had really bad experiences a normal relationship with her so developing a normal relationship after so many bad experiences is becoming more they don't have anyone to trust and that a smart investment is almost impossible it's it makes it even more challenging for a really good agency like yours to show its value and show its worth because they're always going to be skeptical because they're scarred
Escúchalo en el minuto 6:16
Medición y experimentosUn negocio que escala su presupuesto publicitario hasta 250.000 dólares al mes tras un pico de demanda viral puede caer en pérdidas si carece de visibilidad sobre el origen de las ventas, atribución adecuada y control de exclusiones.
worked with a huge company called my people buying their products but a lot of different issues tracking overlap you know enough exclusions and it was only but at one point when the the big Kanye moment started dropping off all of a sudden they're starting they became unprofitable with 250 million uh 250 000 of Advent a month massive spikes and success when they when they don't have visibility they don't have the ability to to determine
Escúchalo en el minuto 24:13
Menos del 50% de las cuentas y agencias en Meta tienen configurada la Conversions API
Medición y experimentosSegún datos de rendimiento compartidos directamente por Meta, menos de la mitad de las agencias y cuentas (alrededor del 40%) tienen implementada la Conversions API (CAPI) en sus clientes.
off a call with meta uh last Thursday and they gave us a scorecard on like how then she showed us versus the rest of the industry versus the rest of agencies it was like 40 percent check the number it was a lower number it was below 50 meaning they're not even
Escúchalo en el minuto 27:34
Conversión a compra del 70-80% en usuarios captados vía pop-up en Bear Performance Nutrition
Medición y experimentosAl rastrear la cohorte de usuarios que ingresaron por anuncios de prospección y se suscribieron mediante el pop-up de bienvenida (10% de descuento), entre el 70% y el 80% terminaron completando una compra, validando un ROAS superior a 1 que no se reflejaba en la atribución directa de Facebook Ads.
we just started working with bear performance nutrition it's led by Nick business guy but we had one goal from and that's one return on Aspen for website gets 10 off on the first and so we ended up actually developing a his case we had like uh two different measurements for desktop and mobile and it ended up being 70 to 80 percent of the people that signed up to the email became a purchaser and then through that we managed to show them that we were way above one Ross
Escúchalo en el minuto 38:37
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.