Marketero · Entrevistas
The Future of Agencies, Podcasting and Content Marketing with Google SGE with Neil Patel & Eric Siu
20 ideas de marketing sacadas de «The Future of Agencies, Podcasting and Content Marketing with Google SGE with Neil Patel & Eric Siu», de Perpetual…
- 20 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 49 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 20 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 20 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.
Estrategia de 'brandformance': nutrir el top del embudo publicitario para abaratar CPAs y romper techos de escala
Canales de adquisiciónCuando las campañas de conversión directa o palabras clave de alta intención tocan techo en plataformas como Meta o Google, mover parte del presupuesto hacia objetivos de awareness, consideración y reproducciones de vídeo permite crear audiencias propias a CPMs mucho más bajos, reduciendo el coste por adquisición general y elevando el ROAS.
it is actually true what we found is that a lot of the brands that come to us they come to us for performance they come to us for website conversions they come to us for high intent based keywords on Google and they're like we've sort of hit this wall like what's our next step and what we found is that going up funnel from there and going that we've started to shift conversion based ads over to more consideration awareness with no call to action cpms are infinitesimally smaller than they are in the conversion area and you can actually lower your overall ad spend and get better return on ad…
Escúchalo en el minuto 42:31
Canales de adquisiciónPosicionarse para palabras clave genéricas y de alto volumen atrae tráfico superficial que genera pocos o nulos ingresos. Enfocar la estrategia de contenidos en términos técnicos de cola larga que resuelvan problemas complejos (como arquitecturas multilingües) reduce el tráfico total pero atrae a empresas de alto valor y aumenta los ingresos.
misconception ranking on Google for terms like SEO or digital marketing produced little to no revenue for us right and that's what we used to optimize for and then when we saw that my God Neil's traffic is down when my revenue is up my team and I just shifted in those longtail keywords it's driving of them that are very technical that's what's driving us Revenue so we shifted our strategy from SEO to hey let's marketing to Let's produce content that's a little bit more technical that Enterprise companies would question H how do I structure my blog when I'm in multiple languages and countries…
Escúchalo en el minuto 32:42
La automatización publicitaria exige transformar las agencias de compra de medios en consultoría estratégica y análisis post-clic
Oferta y precioLa optimización automatizada de las plataformas publicitarias mediante algoritmos y machine learning vuelve obsoleto el arbitraje y la compra de medios tradicional; para no extinguirse, las agencias deben evolucionar su oferta hacia la analítica post-clic, el aprovechamiento de datos propios (first-party data) y un rol estratégico integral equivalente al de un CMO fraccionado.
was digital marketing agencies today are hitting I think the media buy specifically is over I think if you're not doing post click data analysis you know first party data like if you're not Arbitrage how could you survive an aid driven machine learning world you know this if you're not willing as an agency world of forced bone but it requires depth not breadth important is people can't just have a media buyer they effectively need like a CMO or a fractional CMO or an agency
Escúchalo en el minuto 5:18
Oferta y precioCobrar un porcentaje de inversión publicitaria solo es sostenible si el servicio abarca toda la cadena de valor (creatividades, páginas de aterrizaje, secuencias de email, analítica y optimización de LTV) y mantiene márgenes netos razonables del 10% al 20%, en lugar de limitarse a operar la plataforma o depender de automatizaciones.
is such an outdated model with percentage of AD spent because it spend it's how much we need to put towards their their the work that we do in order to achieve their vision and then we add on a little bit of profit margin because as we know guys like 18% per month you know that's like a 70% net how you create a lot of turnover so model of percentage of media can still work it depends how it's done I think if when I say percentage of media model can still work you're not really charging to manage the media you're charging to manage the media build the creatives optimize the landing pages…
Escúchalo en el minuto 10:10
Estrategia de contenidosEn modelos B2B o de alto ticket, la rentabilidad de un podcast no requiere millones de oyentes: una audiencia reducida (por ejemplo, 2.000 descargas al mes) del perfil de cliente exacto puede generar millones en facturación si el Lifetime Value (LTV) del cliente es elevado.
back like three years to all our leads and we have HubSpot we just figured out like roughly speaking how much business did we get from the podcast and we sorted that back out and then lifetime value and that's really how we figured m&a space and he probably gets a couple thousand downloads a month but he gets a couple thousand downloads a month the exact right customer that makes him Millions so it depends on what the lifetime value
Escúchalo en el minuto 29:02
Inutilidad de construir capas de automatización superficiales sobre grandes plataformas publicitarias
Canales de adquisiciónLas agencias y desarrolladores deben evitar crear herramientas de automatización superficiales sobre plataformas publicitarias como Google o Meta, ya que estas corporaciones invierten miles de millones en automatizar sus propios sistemas de forma nativa; el valor del servicio debe enfocarse en áreas donde las plataformas no automaticen.
the day Google and Facebook are going to automate as much as possible and I think you know the winner is going to be the platforms not the people it's just like said said the platforms win when it comes to the automation it's I think anybody who's trying to build automation that lives on top of the platform it's an absurdity because you have this literal trillion dollar business spending hundreds of billions of dollars building AI for their system and you think you're going to build a Bolton that's going to keep up with that there's no way so I think that was one of the most poignant…
Escúchalo en el minuto 15:09
Combinar objetivos de reconocimiento con conversión para abaratar CPMs y CPAs en marcas medianas
Canales de adquisiciónDiversificar los objetivos publicitarios incorporando campañas de notoriedad (awareness) junto a las de conversión directa permite a las marcas de tamaño medio (facturación de 10M a 200M de dólares con presupuestos relevantes de anuncios) reducir costos de tráfico como el CPM (por ejemplo, bajando de 30-40 $ a 20 $) y disminuir el CPA general al alimentar de forma continua la parte alta del embudo.
this is the way this is how big Brands grow and we've started to implement it on our midsize clients and we're seeing brand for us is probably eight figures plus High seven figures somewhere in the 100 million 200 million range not quite and if you are a midsize 10 million to a you know start to put a little bit of AD spend you know in their $100,000 a month like wow why are CPA all of a sudden dropping why is my you know cpms they used to be3 or $40 now they're $20 it's because we're making this shift we're blending the things together to ultimately create conversions in
Escúchalo en el minuto 45:26
Evolución de modelos de pricing en agencias hacia pago por unidad de resultado o entrega
Oferta y precioA medida que la tecnología y la IA reducen el valor de cobrar un porcentaje fijo tradicional sobre el gasto publicitario, las agencias de servicios y marketing pueden paquetizar su oferta cobrando por unidad de resultado o entrega tangible (como pago por reunión agendada o por página de SEO programático publicada).
the old way ofing it where you're just going to charge 15 20% doing the same thing that's going away right because technology is very deflationary it's going to eliminate a lot of these jobs doing SEO you can't do SEO the same way anymore how can you do programmatic SEO how can you do AI assisted SEO right um how can you create how can you do AI meetings booked right you can use all people like dude we'll pay you per meeting like I talked about on an episode how intercom is charging a dollar per solved ticket for you zapier or charge charges per zap you can charge per meeting booked you can…
Escúchalo en el minuto 17:27
Preferencia de grandes corporaciones por costes fijos previsibles frente a modelos variables
Oferta y precioLas grandes empresas suelen rechazar modelos de precios a porcentaje de ingresos o coste por lead porque sus departamentos de compras exigen certidumbre presupuestaria mediante costes fijos y auditan márgenes elevados; los modelos a variable o rendimiento funcionan con mayor facilidad en pymes.
talking about big corporations don't like it doesn't fit in their Playbook to pay you I get they pay Google for cost per click but it doesn't fit their model to pay you a cost per lead a percentage of Revenue cost per page you know when you're big and you're highly profitable like some of these companies making 10 billion a year they just want to fix cost and they want to know what they're in for because they have the cash I totally agree with you on the SNB side the big corporations too whether they're you X for SEO they're wise enough to know what others are charging because they have…
Escúchalo en el minuto 18:23
Adecuación del modelo de precios de agencia según el segmento de cliente (Enterprise vs. SMB)
Oferta y precioCobrar un fee fijo por servicios integrales de marketing (pauta, CRO, analítica) funciona con clientes Enterprise debido a sus altos presupuestos ($1M–$10M anuales) y contratos de 3 a 6 años. Por el contrario, en clientes SMB el esfuerzo operativo exige modelos basados en participación de beneficios o porcentaje del LTV, aunque presenta la dificultad de que las pymes a menudo desconocen sus métricas financieras y se…
so much more to justify our value well I'm not going to do that for a fee but I'll do it for a bite like a piece a cut to do I want Equity fantum Equity profit with a large account that's paying you $10 million a year you're okay getting do it with Enterprise customers because million dollars a year or $10 million a contracts in many cases six plus months partnership where they stick with you for three four five six years right saying here for smbs and I do think that's where you got to either get a cut HVAC customer is worth 1,500 bucks LTV problem how much of the LTV do I deserve find is…
Escúchalo en el minuto 20:33
Canales de adquisiciónAl adquirir un podcast como canal de adquisición, el precio suele negociarse como un múltiplo de sus ingresos publicitarios (acordado en torno a 5x ad revenue tras posturas iniciales de 2-3x vs. 20x), aunque para el comprador el valor real proviene del valor de vida (LTV) y los ingresos que generan los clientes captados a través del programa.
it we'll buy it for I believe it was 2 to 3x what their ad Revenue was which is through all of our leads and we figured out what is this podcast actually really little bit more than what it's worth to us on an annual basis for what we bring in for an individual customer so it's a 5x I think we paid we we started at 2 to 3x ad Revenue I think we paid like 5x ad Revenue okay at that point and dice wanted like 20x you know wow he's just
Escúchalo en el minuto 26:25
Medición y experimentosLa rentabilidad neta de las agencias de marketing ha sufrido una compresión estructural, pasando de márgenes históricos del 35% al 40% a rangos operativos promedio actuales del 10% al 20%.
can get a 10 to 20% profit margin like I you were doing like a 40% net every single quarter I'm like this is best business ever 35% margins 35% October 2023 and I had 35% margins that's in the
Escúchalo en el minuto 24:43
Estrategia y decisiones de negocioExigir múltiplos de valoración elevados (de 10x a 20x beneficio) para la venta de una agencia de marketing carece de fundamento financiero cuando la tasa de retención de los clientes no alcanza siquiera un ciclo de vida plurianual equivalente.
being like we were 10 times 15 times 20 times profit no you're not companies companies for seven times profit and even when you look at multiples like seven times profit does your customer last seven years no well why are you worth seven years worth of profit when your customers don't even last that long
Escúchalo en el minuto 14:24
Estrategia y decisiones de negocioExigir múltiplos de valoración elevados (de 10x a 20x beneficio) para la venta de una agencia de marketing carece de fundamento financiero cuando la tasa de retención de los clientes no alcanza siquiera un ciclo de vida plurianual equivalente.
being like we were 10 times 15 times 20 times profit no you're not companies companies for seven times profit and even when you look at multiples like seven times profit does your customer last seven years no well why are you worth seven years worth of profit when your customers don't even last that long
Escúchalo en el minuto 14:24
Estrategia y decisiones de negocioExigir múltiplos de valoración elevados (de 10x a 20x beneficio) para la venta de una agencia de marketing carece de fundamento financiero cuando la tasa de retención de los clientes no alcanza siquiera un ciclo de vida plurianual equivalente.
being like we were 10 times 15 times 20 times profit no you're not companies companies for seven times profit and even when you look at multiples like seven times profit does your customer last seven years no well why are you worth seven years worth of profit when your customers don't even last that long
Escúchalo en el minuto 14:24
Estrategia y decisiones de negocioExigir múltiplos de valoración elevados (de 10x a 20x beneficio) para la venta de una agencia de marketing carece de fundamento financiero cuando la tasa de retención de los clientes no alcanza siquiera un ciclo de vida plurianual equivalente.
being like we were 10 times 15 times 20 times profit no you're not companies companies for seven times profit and even when you look at multiples like seven times profit does your customer last seven years no well why are you worth seven years worth of profit when your customers don't even last that long
Escúchalo en el minuto 14:24
Los compradores B2B de alto valor profundizan más allá de las respuestas resumidas por IA
Canales de adquisiciónPara contratos y servicios de alto valor, los compradores corporativos no toman decisiones basadas únicamente en la respuesta directa de una IA (como Google SGE), sino que investigan la fuente citada y buscan interactuar directamente con la empresa o consultor.
stuff if you're a big Corporation and you're looking to hire someone you're not going to take a SG response and hire someone on a million dollar contract you're going to dig deeper and talk to citation I think it goes from them searching they may see the sge response and they're like who's this buy let me just go talk to the company okay yeah Neil your response is well the sophisticated buyer does it and that's all I care about is what I'm hearing
Escúchalo en el minuto 35:37
Ingresos anuales de la red de socios de Google
Canales de adquisiciónGoogle genera más de 30.000 millones de dólares al año a través de su red de sitios asociados (Partner Network), un ecosistema que depende en gran medida del tráfico orgánico SEO para sostenerse.
ad guys did you know that Google makes a bit more than $30 billion a year from their partner Network 30 plus billion dollars a year how do you think those sites get their getting it from SEO I'm not saying
Escúchalo en el minuto 39:13
El posicionamiento orgánico favorece a las marcas consolidadas sobre el contenido aislado
Canales de adquisiciónProducir mejor contenido o construir enlaces ya no es suficiente para dominar las búsquedas; los algoritmos de los motores de búsqueda tienden a priorizar a marcas grandes y reconocidas con productos sólidos, una ventaja de autoridad que requiere años y no se puede fingir rápidamente.
tends to be by larger Brands it's not big misconception is if you have better content you rank higher that's not necessarily the case if you look at over the last few years a lot of what's been shifting up in the rankings are bigger larger Brands which is a hard thing to fake you know you you can build links you can do a lot of things but you have to build a good product and service and you have to give it a long long time to build a massive brand big Brands just typically don't happen
Escúchalo en el minuto 31:33
Retención y relación con el clienteLa pérdida de valor percibido del media buying simple frente a la automatización ha provocado caídas drásticas de retención, registrándose pérdidas de hasta el 67 % de clientes en agencias boutique especializadas durante un único trimestre (Q4).
got a two-year earnout we've lost more clients in the last four months than we have in two years combined and I'm but super high-end really brilliant he lost 67% of his clients in Q4 of last important is people can't just have a media buyer they effectively need like a
Escúchalo en el minuto 7:39
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.