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Why Attribution is Gonna Get WORSE and the “7-11-4 Rule” with Neil Patel & Eric Siu | PT EP 568
18 ideas de marketing sacadas de «Why Attribution is Gonna Get WORSE and the “7-11-4 Rule” with Neil Patel & Eric Siu | PT EP 568», de Perpetual Traffic…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 40 min
- Publicada en 2024
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Vender directamente dentro de las plataformas publicitarias en lugar de derivar tráfico a la web
Canales de adquisiciónEntregar toda la propuesta de venta y el copy persuasivo directamente dentro del anuncio nativo (como secuencias de historias de Instagram) en lugar de enviar al usuario a una landing page abarata la adquisición y mejora el ROAS, haciendo que el usuario solo vaya al sitio web para realizar la compra final.
now which has been creating a massive roas is selling on the platform so if convert what we're seeing is right now if you just keep people on the platforms it's way cheaper so for example if you're running ads and stories on Instagram don't have one story have multiple stories that gives a pitch gives all the copy that they would get on the landing page from your website but keep them on Instagram longer and let them stay in the native platform that they're used to and they're consuming everything that they need to know and then when they go to your website they go to buy right and some of…
Escúchalo en el minuto 22:44
Desconfiar del ROAS inflado por atribución por visualización (view-through)
Medición y experimentosLas plataformas de anuncios pueden reportar un ROAS desproporcionadamente alto apoyándose en ventanas de atribución por visualización (1-day view) en vez de clics (click-through). Cuando un negocio ya cuenta con una gran audiencia orgánica, la plataforma se adjudica ventas de usuarios que habrían comprado de todos modos sin interactuar activamente con el anuncio.
YouTube millions and Facebook is saying that they're getting a 13x row ass and they've never looked at viewr versus click and this is obviously it's like 7-Day click versus one you know one day view one day view is like 80% of their conversions they're like yeah faceb our Facebook agency says we're crushing it on Facebook I'm like you're not like stop all your Facebook ads right now literally just run like conversion campaigns for you know $100 a day and I guarantee you you will actually have the same Revenue that you do your Facebook Ad Agency is spending all this money and plus their Fe…
Escúchalo en el minuto 12:19
Los cuatro pilares para construir una marca legendaria
Retención y relación con el clientePara construir una marca legendaria y diferenciada, una empresa debe articular cuatro pilares esenciales: excelencia operativa consistente, creación deliberada de momentos memorables para los clientes, obtención periódica de 'deep customer insights' mediante encuestas rápidas no programadas, y un equipo de liderazgo que sostenga y ejecute estos principios de forma transversal.
around this whole idea that every great business has four components to it and the component number one component is operational excellence the next one is memorable moments that your customers and clients talk about and like they get this great feeling about you the next part is custo deep customer insights which is he refers to as sort of flash uh surveys like every now and then just out of the blue not like an NPS score that you send once a year or whatever it happens to be but just deep customer insights it's all layered by this whole sort of uh you know track all the way around it which…
Escúchalo en el minuto 31:38
Estrategia de contenidosGenerar contenido base de formato largo (como videopodcasts) y procesarlo con herramientas de inteligencia artificial para extraer los fragmentos más relevantes permite sindicar clips cortos a escala y alimentar el tope del embudo sin multiplicar proporcionalmente el equipo.
right now as just a force multiplier for like we're really talking about the more content you can get out there as much as out there and multiplying your content and taking what you've already done in everybody did which is Opus uh um Opus dopro and we use Opus all the time it's it is like let's say you have a video like this is a video podcast here you basically throw it into op. proo and it pulls out the segments for the small short form videos with the most relevant it it pulls out like the most relevant chunks and then recreates that in a short form video with some slight editing and then…
Escúchalo en el minuto 18:13
Contratar talento validado de competidores mediante el historial de promociones continuas
Estrategia y decisiones de negocioUna estrategia efectiva para reducir el riesgo en la contratación de talento clave consiste en identificar candidatos en empresas competidoras que hayan acumulado promociones continuas; el ascenso recurrente es una señal objetiva de que aportaban valor real en organizaciones del mismo sector.
I I had the model of let me just go find people who work for my competitors and they continually got promotions because everyone says they're amazing but people who got continual promotions it showed that the company felt they were valuable at least in most cases and then if they work for a few of your competitors and they kept getting promotions there's a good chance they really are valuable and if that are cultural fit for you they can do wonders and that's what's caused my organization to grow nicely over the last six years
Escúchalo en el minuto 34:37
La regla 7-11-4 de Google sobre el consumo previo a la compra
Estrategia de contenidosLa regla 7-11-4 de Google postula que un prospecto necesita consumir 7 horas de contenido a través de 11 puntos de contacto y en 4 ubicaciones o plataformas diferentes antes de estar listo para tomar una decisión de compra.
there's Google has the 7114 rule have interesting Google did this multivariant study across basically all purchasing Behavior but the 7114 rule states uh that a customer needs to spend seven hours engage with seven hours of content across 11 different moments in four locations before they're ready to engage with you the opportunity to kind of really boost those numbers and instead of going straight for the throat and you know the jugular of by now uh using high-end contents to have them engage with more high-end content um it's a way to invest in your customers give Value First and
Escúchalo en el minuto 16:25
Canales de adquisiciónEl recorrido del comprador en publicidad digital rara vez sigue un camino lineal de clic, landing page y compra inmediata. Para maximizar el rendimiento, los anuncios deben estructurarse en secuencias (por ejemplo, múltiples videos en YouTube Ads) que aborden progresivamente los dolores, objeciones y deseos del avatar, asumiendo que los usuarios interactuarán con los impactos en un orden desordenado antes de decidir.
uh We've we've used that with video ad sequences on YouTube on YouTube ads and it works really really well sometimes it's seven eight nine individual videos the fact that people just don't look at a a video click to a landing page and then see a retargeting ad and buy and people are chaotic and there's there's just it's chaos out there you have no talk about their pain points and their actually call out in your ads to your avatar and their problem and then pull them through on a sequence of events and it's not linear expect them to go all you have to sort of think in Reverse people don't…
Escúchalo en el minuto 25:09
Canales de adquisiciónLos anuncios en YouTube logran tiempos de retención significativamente mayores que en otras plataformas de paid media; implementar creatividades educativas de formato largo (incluso de hasta una hora) resulta rentable si la retención de la audiencia se sostiene.
times on YouTube ads are inordinately higher than all other media platforms so whatever your watch time on YouTube ads can be minutes long and the average time long form ads we have one of our highest performing ads across we spend $150 to $200,000 a month in just in YouTube one of our highest performing ads is an hour long it's a one hour long video of John Moran explaining media efficiency ratio makes is if you've got these watch times especially if your watch time is getting close to 60 70 80% whatever why would you stop like people are watching allow them to continue to watch and then the
Escúchalo en el minuto 15:03
La inversión en la parte alta del embudo requiere paciencia y entre 3 y 6 meses para mostrar impacto
Medición y experimentosLas campañas de activación o conversión directa alcanzan un techo de efectividad; la inversión en la parte alta del embudo (impresiones y reconocimiento de marca) tarda típicamente entre 3 y 6 meses en manifestar su impacto en los datos de negocio, por lo que debe implementarse de forma incremental y con expectativas a medio plazo.
with 800 campaigns 30 years 83 different Industries and they basically show that you know you can get to a certain point with activation campaigns which is basically a conversion campaign but around six months around six months is when your top of funnel impression based of faith and what we try and convince our customers of this is when we're trying to go up funnel it's trust us first off we've done it before but do it in increments and you have to be patient you have to wait and and it's usually around like 3 to 6 months we start to see some kind of data if we start to spend more on the…
Escúchalo en el minuto 11:04
Medición y experimentosEvaluar la inversión publicitaria en ventanas estándar de 30 días provoca conclusiones erróneas porque los ciclos de decisión de compra modernos suelen tomar meses. Apagar campañas de reconocimiento en la parte alta del embudo puede no mostrar efectos inmediatos, pero marchitar los canales de conversión directa (como Google Search) meses más tarde sin que la analítica de corto plazo revele la causa.
spend over Pro raed periods of time the fact that the digital marketing World operates on 30-day the [ __ ] are we reporting on 30 days you look at things from we live in the age of the educated consumer consors it could take people months before they buy did it we turned a Facebook ad campaign off seven months ago the Google campaign died day but I only think in 30-day timelines so I don't realize the awareness building campaign that I turned off that was feeding my Google campaign seven months later had any looked and saw how how there could have been a correlative event Beyond 90 days this…
Escúchalo en el minuto 5:27
Flujo de reciclaje de podcast a artículos de blog con IA y edición humana
Estrategia de contenidosConvertir automáticamente las transcripciones de audio de podcasts diarios en publicaciones de blog mediante IA, complementadas por un editor humano que añada enlaces, contexto y elementos visuales, permite abaratar los costes de producción y acelerar la captación de tráfico orgánico.
so Riverside's going to give us the AI transcript here and we it's called AI assisted content right and now I think from this experiment now it's driving like up to five 600 clicks per day and and so what we're doing is this podcast is daily and we are just taking the trending topics and then taking the transcript making it into a blog post using AI but then you have a human in the loop that's going to add context to it it's gonna add links it's going to add pictures to it um and then we're also cross linking to other recent um you know new Publications but our costs come down a lot we're…
Escúchalo en el minuto 21:03
Escalamiento organizacional mediante liderazgo y sistemas de desarrollo de talento
Estrategia y decisiones de negocioPara construir y escalar una gran organización no es viable pretender que todo el personal sea de máximo rendimiento ('A-players'), ya que estos suelen representar solo entre el 10% y el 20% del equipo. El crecimiento sostenible requiere líderes clave arriba que creen sistemas y procesos capaces de capacitar y elevar progresivamente a los perfiles junior e intermedios (B, C y D-players).
get all rock stars you don't need amazing you don't need amazing team of 100,000 people to build a big organization what you need is amazing leaders at the top that can train and instill values and create systems and processes that that bring up your C players and turn them into B players and turn your B players into a players Etc that's how you build a big organization also need to be able to create systems and processes to bring up the D players and make them see players and make the C players b players and make your B players a players and that's how you people think oh we can have like…
Escúchalo en el minuto 35:39
La atribución digital exacta es una ilusión y las métricas en plataforma distorsionan la realidad
Medición y experimentosGran parte del recorrido del cliente ocurre fuera del alcance del rastreo técnico (dark social, etapas tempranas del embudo y multidispositivo). Optimizar el presupuesto confiando a ciegas en métricas de plataforma como el ROAS o el tCPA reportados por agencias y redes publicitarias suele crear una falsa sensación de rentabilidad desalineada con el flujo real de caja.
attribution there is no such thing as Truth um we can track nothing when it comes to the customer sales cycle we can journey impression to click you can see one percent of it maybe and you have all it's the single source of Truth and true at all you can't see the top of the funnel period you can't see most of the middle of the funnel period you can see an open air conspiracy I think all inapp metrics are a lie all Raz data is a lie all tcpa data is a lie I think all out being like you're getting a 1600% roas doeses your bank account say that it's 80% congruent y'all it is 99% black box with…
Escúchalo en el minuto 0:16
La analítica de parte alta del embudo debe usarse como guía direccional y no como atribución determinista
Medición y experimentosEl consumo de contenido en redes y formatos de video corto genera notoriedad que empuja al usuario a buscar y comprar por vías indirectas, pero las plataformas no transfieren datos de impresión individuales para medirlo de forma exacta. Por ello, la analítica moderna de adquisición no debe tratarse como un modelo de atribución 1 a 1 infalible, sino como un indicador de tendencia direccional sobre el impacto global…
everything and what people think they can measure in top of funnel I think they're getting wrong because you can't measure everyone who sees your Instagram Instagram has that data but they're not passing that over to you and that person or Tik toks these days so they're just scrolling they see it and they're like oh yeah I saw that Neil Patel or Eric Sue or cassm or Ralph and let me go to their website and Google them and then I then I buy like there's so much you can't track I do think the importance of it gives you directional movement it's not a crystal ball it's not perfect but it gives…
Escúchalo en el minuto 8:46
Marca y posicionamientoCentrar todos los recursos publicitarios únicamente en la conversión de fondo de embudo sin invertir en construcción de marca y generación de demanda orgánica incrementa los costes de adquisición a largo plazo. Es necesario operar una estrategia de embudo completo (full-funnel) para nutrir continuamente nueva audiencia antes de intentar cosecharla.
people need to do is they need to they need to they need to go full funnel with have to do brand awareness brand years we got so obsessed with instant pop popcorn that people stopped planting corn all top of funnel traffic was was compressed down and so organic awareness building everything that was important we just got so obsessed with instant response and to our detriment that's why cpms and cpcs have gone
Escúchalo en el minuto 3:46
Retención y relación con el clienteA pesar de no ser la cadena con mayor número de locales frente a McDonald's, Chick-fil-A genera el doble de facturación bruta promedio por franquicia individual gracias a su enfoque exhaustivo en la experiencia de cliente, protocolos estrictos de servicio y la medición del agrado del cliente (como sonrisas por hora) por encima del ticket medio transaccional.
this is how Chick-fil-A operates Chick-fil-A operates not because you know they are the largest McDonald's is obviously is the largest but why does Chick-fil-A on an individual franchise gross revenue double the average revenue of McDonald's it's because they have these raving fans because they have a customer experience engine they have you know the the person who comes out with the iPad and takes your order every time you say thank you they say my pleasure you know every part of it they actually measure on their their videos instead of like how much order how much your average order value…
Escúchalo en el minuto 32:27
Estrategia y decisiones de negocioPara conceptos, tecnologías, obras o modelos no perecederos, la expectativa de vida futura es directamente proporcional a su antigüedad: cuanto más tiempo haya existido y permanecido vigente una idea o práctica, mayor es la probabilidad de que siga existiendo y funcionando en el futuro.
another 30 years it's a it's an economic principle that says the amount of time that something's been around is the amount of time it will continue to Lindy effect Lindy effect effect there's my
Escúchalo en el minuto 28:43
Canales de adquisiciónUna estrategia de tráfico orgánico sólida combina la producción rápida de contenido de actualidad para la parte alta del embudo (TOFU) con páginas generadas mediante SEO programático para capturar demandas y permutaciones específicas de fondo de embudo (BOFU).
time right so that this is a way for us to build more top of the funnel content while we use program IC SEO to build more content around more bottom the funnel stuff right so like for example but if your business has a lot of these different permutations there's a lot of different demands there's locations and you can do programmatic SEO that's more bottom than funnel you add in these two combos you're going to be really hard to beat because most people 99% of people
Escúchalo en el minuto 21:52
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