Marketero · Entrevistas
The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch | PT EP 575
15 ideas de marketing sacadas de «The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch | PT EP 575», de Perpetual…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 28 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 15 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 15 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.
Oferta y precioPara mitigar el riesgo al contratar o prestar servicios de dirección de marketing fraccional, es recomendable estructurar un compromiso inicial acotado de 30 a 45 días enfocado exclusivamente en elaborar el plan estratégico y prioridades anuales, sirviendo como validación mutua antes de entrar a la ejecución.
coming in and, and, uh, figuring out what needs to be done can take a little time. We actually have a methodology. We call it strategy first. We actually have a 30 to 45 day engagement that people can hire us to do. In fact, that's what they hire us to do. We won't pass go unless, you know, unless we start there. Um, and at the end of that, um, they will have kind of a plan for the next year, what we think are the priorities. Um, they can either hire us to do those or we'll manage their team, uh, that they might have internally to do those. So we, believe that trial period kind of goes both…
Escúchalo en el minuto 16:56
Exigir un framework metodológico antes de contratar a un CMO fraccional
Estrategia y decisiones de negocioAl contratar a un CMO fraccional o consultor de marketing, se debe verificar qué metodología y marco de trabajo utiliza y qué auditará primero; sin un framework claro, el consultor perderá tiempo en reuniones improductivas y diagnósticos sin rumbo.
Our approach is much more scoped. If you're working with somebody who's a fractional CMO and they don't have a methodology, they don't have a framework, they don't have something that they can really get to very quickly, they're just going to hang out, kind of see what you need. That's the biggest mistake. So when you hire a CMO, I would ask them what their framework is, what their approach is, what they're going to look at first so that you're not just wasting a bunch of time
Escúchalo en el minuto 0:00
Pilares estratégicos para estructurar el marketing en empresas en crecimiento
Medición y experimentosAntes de ejecutar tácticas aisladas, la dirección estratégica de marketing debe ordenar cuatro pilares: 1) definir métricas de negocio reales (CAC objetivo, tasa de conversión e impacto financiero), 2) enfocar los recursos en el 20% de clientes más rentables (principio de Pareto), 3) articular un mensaje diferenciador centrado en la experiencia de valor y 4) auditar y eliminar canales o tácticas innecesarias.
they must A, B, C, and D. Well, the first one, believe it or not, is, uh, they need to be all over your metrics, um, which, you know, most small businesses are not, but they need to actually, the first thing we actually do is come in and set up, you know, who are we trying to attract? What does the conversion rate look like? You know, what's our cost to acquire a customer need to look like if we're going to have certain growth and revenue and, you know, God help them. Most business trying to figure out how, how is what we're doing adding to the bottom line objectives. So that's, that's job…
Escúchalo en el minuto 7:41
Enfocar un nicho estrecho para lograr especificidad en el mensaje y las ventas
Investigación de mercado y clienteIntentar abarcar un mercado total direccionable excesivamente amplio debilita la comunicación comercial; definir un mercado objetivo estrecho es indispensable para formular un mensaje con especificidad aplicada, optimizar el proceso de ventas y estructurar el onboarding.
said, narrow target market focus, which I hear is niche down. Like most businesses don't niche enough. You know, it's like, Oh, who do you help? Why? I help entrepreneurs. Okay. Well, what I know works. And the narrow target market focus is one of those things where everybody wants a great big addressable market until you have one. And you realize like, Oh, I can't talk to you at all. There's no applied specificity. There's no way for us. I can't even do onboarding with you. I can't have a sales discussion. So, and what's really fun about
Escúchalo en el minuto 10:35
Orquestar a los especialistas tácticos bajo una promesa de marca y mensaje común
Marca y posicionamientoContratar especialistas tácticos aislados (SEO, contenido, web, redes) genera esfuerzos desalineados si no existe una dirección estratégica que orqueste a todos bajo el mismo mensaje y la misma promesa de marca.
Um, the other thing that it really does is, you know, a lot of marketers or a lot of business owners will go out and they'll hire a web person and a content person and SEO person and a social person. And none of them are really like connected, you know, they're all just doing their thing. So another thing that a fractional CMO or marketing manager or whatever you want to call a role will do is they become the orchestrator or the conductor, you know, of the orchestration to say, we're all doing this with this message. You know, this is the brand promise. This is how, what we want people to…
Escúchalo en el minuto 4:23
Canales de adquisiciónAl auditar cuentas con alto gasto en Google Ads, se debe comprobar si los ingresos atribuidos provienen puramente de términos de marca; pausar estas campañas puede ahorrar cientos de miles de dólares al mes con cero impacto negativo en el ROI y el beneficio neto final.
to juice the revenue? And John Moran, my business partner, who's the smartest Google ads guy in the world, quite literally, uh, he went and did a deep dive and he goes, Oh, just turn Google ads off. They're like, what do you mean? Turn Google ads off. You know, spending a couple hundred thousand dollars a month in Google ads. And John goes, it's all brand. All the income Google is generating his brand. Just turn it off and you'll save three, $400,000 right then and there. And they fought him, fought him, fought him, fought him, fought him, turn it off and zero impact to the bottom line, zero…
Escúchalo en el minuto 12:38
Oferta y precioPara escalar un modelo de Fractional CMO más allá del límite habitual de 4 clientes (25% de tiempo cada uno) hasta unos 10 clientes, es necesario evitar la venta de horas en reuniones y estructurar el servicio con una metodología repetible, un consultor líder como punto de contacto y un equipo operativo de apoyo para tareas especializadas.
hiring somebody who's really good at orchestrating. Um, and sometimes that means, uh, having aspects of the fractional CMO business. That's really the only way to scale a fractional CMO model is to have team that you can actually do aspects of the work. Uh, there are definitely a lot of people that jumped into the fractional space to basically sold a fourth of their time, you know, to four companies. Um, and they might get paid nicely for their time, but you know, it's tough to scale that model. Um, and so, you know, what we're trying to bring to the world is we think there's a way to scale…
Escúchalo en el minuto 20:59
Estrategia y decisiones de negocioUn CMO fraccional (fraccional marketing manager) suele costar entre $5,000 y $10,000 dólares al mes (dependiendo del volumen de facturación y alcance), en comparación con un CMO a tiempo completo in-house que cuesta aproximadamente $30,000 dólares al mes con todo incluido.
ish on a napkin? Yeah. Yeah. So we do it actually by revenue. Um, and so, uh, because, uh, you know, if nothing else, more meetings, you know, so there is a higher cost, but so somebody should, uh, expect to spend, uh, five to $10,000 a month, um, for this type of role. And, uh, you know, that obviously doesn't include advertising or anything like that, but, um, a lot of the management of, you know, and you know, a typical CMO, if you're going to have that person in a seat is going to cost you about 30 grand a month, uh, you know, all in. Um, so it, the fractional idea can be a, a more…
Escúchalo en el minuto 19:16
Retención y relación con el clienteEl alcance del marketing debe auditar e intervenir en el proceso de onboarding y la experiencia de cliente; generar un volumen elevado de prospectos no resuelve los problemas de negocio si los clientes se pierden por fricciones operativas inmediatamente después de la compra.
Yeah, you're absolutely right. I mean, marketing touches everything. So like, let's say we generate, a whole bunch of leads for them, but then the customers are running out the back door. You know, then we don't solve many problems. Right. And so, you know, we, we necessarily have to actually get into what's the customer experience look like. You know, what happens when somebody says yes and they want to become, you know, what's onboarding look like, right? Those aren't necessarily marketing things, but they certainly, they certainly impact marketing. So we actually get
Escúchalo en el minuto 24:09
Retención y relación con el clienteEl alcance del marketing debe auditar e intervenir en el proceso de onboarding y la experiencia de cliente; generar un volumen elevado de prospectos no resuelve los problemas de negocio si los clientes se pierden por fricciones operativas inmediatamente después de la compra.
Yeah, you're absolutely right. I mean, marketing touches everything. So like, let's say we generate, a whole bunch of leads for them, but then the customers are running out the back door. You know, then we don't solve many problems. Right. And so, you know, we, we necessarily have to actually get into what's the customer experience look like. You know, what happens when somebody says yes and they want to become, you know, what's onboarding look like, right? Those aren't necessarily marketing things, but they certainly, they certainly impact marketing. So we actually get
Escúchalo en el minuto 24:09
Priorizar la visibilidad de atribución y métricas antes de modificar la estrategia
Medición y experimentosCualquier dirección estratégica de marketing debe comenzar por auditar los KPIs y la procedencia exacta de las conversiones; sin esta base de datos, el negocio no puede identificar qué iniciativas apagar ni dónde se genera el mayor retorno.
probably a fractional, anything fractional CMO, COO, CFO. If they don't want to see your numbers first, if they don't want the KPIs, if they don't want to know, you know, how we win, where we as well. Absolutely. You know, a lot of the folks we, we work with, you know, they're, they're not even tracking any of that. I mean, they really can't even tell you where their conversions are coming from. So just even having that answer, you know, really can dictate just what you said. You can turn a lot of things off, you know, once you realized, you know, where, you know, where your highest return is…
Escúchalo en el minuto 10:15
Criterio de selección de un CMO fraccional por metodología y sesgo de canal
Estrategia y decisiones de negocioAl contratar liderazgo de marketing externo, es crítico evaluar su metodología estructurada y su especialidad de canal (por ejemplo, orgánico de largo plazo vs. pagado de respuesta rápida), asegurando que coincida con las capacidades, recursos y velocidad requerida por el negocio.
scoped. I mean, when we, if, if you're working with somebody who's a fractional CMO and they don't have a methodology, they don't have a framework, they don't have something that they can really get to, I would ask them what their framework is, what their approach is, you know, what they're going what's your methodology, right? Cause I mean, you know, I look at CMOs almost like theologians and you could be the best in the whole wide world, but if you and I don't worship the same way, somebody who's really good at organic as a CMO, like that's the tool on their tool belt that they're the best…
Escúchalo en el minuto 15:10
Enmarcar la experimentación dentro de una estrategia base definida
Medición y experimentosExperimentar rápidamente es valioso en marketing, pero las pruebas deben operar dentro de un marco estratégico previo que defina a quién se busca atraer, cuál es la propuesta de diferenciación y dónde se encuentra la audiencia objetiva.
right. I mean, first off, before I get into that, you know, there's nothing wrong with experimenting. Experimenting is a huge part of marketing. Um, there's, uh, you know, there's always going to be a place for that. But, but what we try to do is actually under, if we're, if give some framework to the experiment, like who are we trying to attract? You know, how do we want them to realize that we're different? Where do they hang out? I mean, those are some of the things that, that strategy or a strategic look, you know, will bring you then, you know, experiment away, you know, to try to have…
Escúchalo en el minuto 3:53
Canales de adquisiciónContratar proveedores especializados (como agencias de SEO o gestión de publicidad pagada) sin comprender qué comprar ni cómo medir el retorno suele derivar en gastos elevados en métricas de vanidad (tráfico e impresiones) que no aportan al beneficio del negocio.
like the tactic of the week, but they didn't really understand marketing. You, you mentioned, I know I need this. I know I need this. I, they may know that sort of at a high level, but actually how to even buy it. They're terrible at it. I mean, I, I hate to pick on SEO people, but it's so easy sometimes. I mean, we've come across SEO folks that are charging clients five grand a month, five grand a month and doing essentially nothing but smoke and mirrors. Um, and so a lot of what we have been able to do is actually save people money. You know, AdWords is another great area where people just…
Escúchalo en el minuto 6:32
Oferta y precioEl mercado de servicios de marketing digital ha madurado: los clientes ya no buscan contratar herramientas o especialistas de canal aislados, sino perfiles y agencias que actúen como contratistas estratégicos capaces de gestionar y resolver el problema de negocio completo.
Okay. Well, you know, I, so from my perspective, which is I'm a paid traffic agency, uh, we're bleeding. We're actually having to reinvent ourselves right now, which is frustrating. And I think for such a long time, people really did want, it's like going to Home Depot and getting a tool. And I was, I was the best drill on the shelf. And so it was an easy buy, you know, and I could charge whatever I wanted because I was the best drill on the shelf. And now all of a sudden people don't want, not only do they not want tools, they don't even want to walk into Home Depot. Now they just want a…
Escúchalo en el minuto 25:34
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.