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Why Ryan Deiss Sold The Perpetual Traffic Podcast to Tier 11 | Perpetual Traffic EP 522
18 ideas de marketing sacadas de «Why Ryan Deiss Sold The Perpetual Traffic Podcast to Tier 11 | Perpetual Traffic EP 522», de Perpetual Traffic. Sobre…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 49 min
- Publicada en 2023
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Medición y experimentosAl experimentar con pauta publicitaria, es preferible invertir un presupuesto diario menor extendido en más tiempo que concentrar un gasto elevado en dos días, evitando que fluctuaciones temporales de entrega o perfiles atípicos de audiencia distorsionen la representatividad de los datos.
mean you can lower your per day because it's hard right you run tests like that and and you're kind of pulling all your data over two days I mean it's probably right but the reality is some stuff could happen in those two days like who you get shown to could be different than the normal so I'd rather spend less have it spread out over a longer period of time
Escúchalo en el minuto 14:30
Negociar activos y valoraciones mediante el «rango de razonabilidad»
Oferta y precioPara negociar activos difíciles de tasar (listas de correo, medios o negocios), conviene fijar un «rango de razonabilidad» basado en costes de mantenimiento y coste de oportunidad. Si la oferta entra en el rango, no debe regatearse; si queda por debajo se declina cortésmente; y si supera el rango por arriba, conviene indagar el motivo o ajustar el precio para evitar fricciones e insatisfacción posterior.
demarcation where if you first you take the cost that it would take to sustain this entity and then that that stands as the variable and then you find the number where anything beneath this threshold it's actually worth me continuing to either outlay this cost or put it on ice and anything above this threshold now becomes and I love your range of reasonableness and in Worlds that's how Roland does it he's like what is the range of reasonableness right what's the low end what's the high end if somebody comes in with them in the range he's like we're not gonna We're Not Gonna argue if somebody…
Escúchalo en el minuto 40:17
Aislar y validar declaraciones de dolor mediante anuncios sencillos antes de escalar el embudo
Medición y experimentosPara descubrir qué ángulo de mensaje resuena mejor con la audiencia, genera decenas de declaraciones de problemas específicos y pruébalas en anuncios con fondos planos llamativos y copy genérico para aislar únicamente el impacto del problema planteado. Filtra las mejores opciones por CTR y CPC en rondas sucesivas de bajo presupuesto, y utiliza las frases ganadoras para redactar los titulares de páginas de…
statement brainstorm 30 of them and then we created ad campaigns with an ad where the only thing on the ad it was just an ugly ad like a kind of goofy greenish background that was designed to just color and the only other thing is just the text of the problem statement in a so what we did is we ran an impression title and and description in the ad was scale your business it was intentionally generic because the only thing we wanted to test for we wanted to isolate for the problem statement just took the top ten in terms of of uh click-through rate and cost per click kind of looking at those…
Escúchalo en el minuto 5:03
Canales de adquisiciónEn lugar de enviar tráfico frío directamente a páginas de conversión con altos CPMs, es más eficiente destinar una pequeña fracción del presupuesto publicitario (alrededor del 1%) a probar contenido y problemas detectados por los equipos de venta/atención, aprovechando costes por mil significativamente menores.
that that ocean for website conversions I don't care what Niche you're in is an expensive bloody red ocean right now so interview your sales team interview your your customer service team find out what the real problems are and just test this this can be done and we we tell this to even to customers of ours like you can test this strategy for like one percent of your total ad budget just to see if gonna see too like those Impressions that you get are going to be at a fraction of the CPM of the website conversion ones that you would run where you're actually asking for a name or an email or a…
Escúchalo en el minuto 12:07
Estrategia de contenidosLanzar canales de contenido (como un podcast) sin definir estratégicamente cómo capturan y canalizan valor hacia la empresa dispersa recursos y energía. Cualquier iniciativa de medios debe tener mapeado con claridad cómo transforma desconocidos en leads, clientes y promotores dentro de un motor de crecimiento probado.
um but the truth is we never really went needed but it wasn't clear to me how it was going to fit back in and because we didn't necessarily approach it strategically it never really had a like ownership but it's like if we're if we're kind of funding this thing if if we are you know if if we're gonna give it some energy it needs to flow back in and this is a mistake that I think a lot of marketers make a lot of entrepreneurs a lot of business owners make they're not clear on how they actually create value as a company how they create and capture value um they haven't mapped it out they…
Escúchalo en el minuto 28:35
Creación de anuncios centrados en problemas usando las palabras textuales del cliente
Mensaje y copywritingPara redactar anuncios con alta resonancia, compila una lista de unas 30 declaraciones de dolor formuladas con las palabras exactas que usa el cliente (por ejemplo, 'Desearía...', 'Quiero...'). Puedes extraerlas consultando al equipo de ventas, analizando reseñas de Amazon en productos similares o solicitándolas a ChatGPT.
and things like that and somebody gave us the idea of running these uh problem-centric ads I was like what are powerful what you do is you essentially come up with a list of 30 problem statements that your customer or client would have like how would they stay say sales team you know you can specifically just ask yourself hey what are some of the problems that you hear right what are the things that people would say in their own words uh you can you can also look at doing searches for like oftentimes these will come up in in Amazon reviews for related products and with brainstorm or you can…
Escúchalo en el minuto 4:00
Negociación mediante un «rango de razonabilidad»
Estrategia y decisiones de negocioPara negociar la venta de un activo sin precio de mercado evidente, establece internamente un rango de razonabilidad con un mínimo aceptable y un techo estimado; si la contraparte presenta una propuesta dentro de ese rango, conviene aceptarla y negociar solo términos secundarios en lugar de desgastar el acuerdo en regateos.
essentially established what we believe um a range of reasonableness so not even fair because fair is a hard it's kind of a loaded term but it from our perspective you know on the low end this is the minimum and anything that we would even think we could get on the high end is here always if somebody proposes a number within the range of reasonableness we take it we don't try to negotiate back when you fell within the range of reasonableness I knew we would probably have a deal yeah so that's kind of the
Escúchalo en el minuto 37:30
Desinvertir o redoblar la apuesta en activos mediáticos infrautilizados
Estrategia de contenidosCuando una empresa posee un activo de contenido valioso (como un podcast con audiencia) pero carece de los recursos o el enfoque para desarrollarlo adecuadamente, debe evaluar con honestidad si duplicar la inversión interna o venderlo a un operador que pueda aprovechar su potencial y gestionarlo de forma prioritaria.
where it's like this we are not the best just honoring this asset we're not a good Steward of this asset not because the asset isn't worth it it's because it is worth it that it's it should be under um you know what are the assets that we have that are currently underutilized do we want to double down on them or do we want to exit them right and we had to be traffic and say this just isn't an asset that that we are going to be a good Steward of let's look at exiting it and
Escúchalo en el minuto 30:24
Auto-liquidar el costo de pruebas publicitarias mediante captación en dos pasos
ConversiónEstructurar una prueba de adquisición pidiendo primero datos de contacto para seguimiento comercial y ofreciendo una compra inmediata permite que un volumen pequeño de ventas cubra el gasto publicitario del test, obteniendo datos de mercado y leads a costo neto cero.
um and and we did two-step it uh where the first step was to ask for name and email address because I I didn't think that we'd have a lot of conversions and I wanted our sales team to follow up with them to actually sell the tickets I you know I think we sold a handful of tickets and but those handful of tickets pretty much offset for the cost to travel yeah pretty much paid for the test the data was hugely valuable that's awesome yeah if you can test for free that's a really big deal yeah
Escúchalo en el minuto 13:03
Un podcast propio impulsa autoridad de marca y captación de leads para agencias de servicios
Marca y posicionamientoOperar o adquirir un podcast especializado con marca propia fortalece el posicionamiento y la credibilidad de una empresa de servicios en su industria, funcionando paralelamente como un generador recurrente de oportunidades de venta cualificadas.
Perpetual traffic its own brand that then would potentially feed other projects and obviously tier 11 being one of those things as an agency and it just made sense and obviously it was helpful for us from a credibility standpoint from an authority standpoint and also you know we do get leads from it which is obviously helpful as well but the
Escúchalo en el minuto 32:46
El rol del especialista en marketing y emprendedor a escala como asignador de capital
Estrategia y decisiones de negocioAl operar a escala, tanto marketers como emprendedores funcionan fundamentalmente como asignadores de capital (financiero y humano), debiendo desinvertir o abandonar iniciativas de bajo rendimiento para redistribuir los recursos hacia áreas con mayor retorno esperado.
because we had a specific use of funds in mind we can take this Revenue that's coming from we can deploy it into this particular area where we know we'll get a greater return than what this thing is and so at some point it comes down to Capital allocation and I do believe that marketers at scale really are capital allocators entrepreneurs at scale are capital allocators whether that capital is human capital whether it's Revenue at scale we are all capital allocators and you got to make the best decision based on the
Escúchalo en el minuto 36:57
Oferta y precioAl valorar una empresa o negociar un acuerdo comercial, limitar el precio a métricas contables o múltiplos fijos desaprovecha oportunidades; se debe comprender profundamente qué valor concreto o estratégico representa el activo para la otra parte y alinear ambos lados para cerrar un acuerdo mutuamente beneficioso.
figure out okay what's the actual value but not the that was the it wasn't the intrinsic value what could the value be to you guys all of a sudden it changed negotiation where you look at their Viewpoint as in the go associating tactic to try and get your price up as opposed to really trying to understand until I really realized all right this is more valuable to them than maybe we're pricing it and then talking to my potential value for me and if those numbers somewhat match like then you end think as a business person you do have to really look look at the other person's side not as just a…
Escúchalo en el minuto 45:16
Canales de adquisiciónUna estrategia eficiente de adquisición consiste en enviar tráfico frío a contenidos educativos relevantes que introduzcan la solución, acumulando data de píxel y validando el interés del público antes de impactar a los usuarios comprometidos con anuncios de conversión y llamadas a la acción directas.
awareness which is create like a blog post or a healthy like a nice educational piece of content which is a gateway into ultimately the solution that you're trying to sell on the back end just run that and then use all that data to figure out what your potential messaging could be for your conversion ads or at the very least just at the very top of the funnel and then just retarget them with an actual call to action a conversion ad it's like this retargeting first came to Facebook it was buy ads to content to build your pixel to audience to then ask to then make the ask
Escúchalo en el minuto 9:16
Canales de adquisiciónUna estrategia eficiente de adquisición consiste en enviar tráfico frío a contenidos educativos relevantes que introduzcan la solución, acumulando data de píxel y validando el interés del público antes de impactar a los usuarios comprometidos con anuncios de conversión y llamadas a la acción directas.
awareness which is create like a blog post or a healthy like a nice educational piece of content which is a gateway into ultimately the solution that you're trying to sell on the back end just run that and then use all that data to figure out what your potential messaging could be for your conversion ads or at the very least just at the very top of the funnel and then just retarget them with an actual call to action a conversion ad it's like this retargeting first came to Facebook it was buy ads to content to build your pixel to audience to then ask to then make the ask
Escúchalo en el minuto 9:16
Estrategia de contenidosUna empresa puede desarrollar y poseer activos de contenido y medios (como podcasts) operando con mentalidad de 'publisher' en lugar de 'creator', asignando anfitriones o líderes de área como rostros del contenido sin exigir que el fundador sea la figura pública o el foco de atención.
having a podcast and you're right I didn't want to do a podcast I wanted to have a podcast which to me is a different animal I've always more identified as a publisher than a creator or an influence or anything like that I never really wanted to be in the Limelight but I felt like as a business it's something that we should have a digital let's do it I was like absolutely I love the idea of you doing it she's like
Escúchalo en el minuto 27:12
Oferta y precioUna oferta de entrada de bajo ticket (como un infoproducto de $43-$47) puede sembrar la confianza necesaria para cerrar posteriormente ventas de alto valor ($30.000 en masterminds o servicios), incluso si transcurren años entre la primera compra y la venta mayor.
the uh Ryan's 43 split tests was the marketing info product I ever bought think it was like sold for like 47 or I think it was forty three dollars because split test I think so yeah it was an amazing value and then I don't think I bought anything for two years until I bought war room which was like thirty thousand dollars so I was the ultimate going from that small split 43 split test is my entry level uh offer all the way to joining war room and this was
Escúchalo en el minuto 21:22
Uso de masterminds de alto nivel como canal de captación para agencias
Canales de adquisiciónParticipar en masterminds exclusivos donde se congregan perfiles de clientes ideales permite a las agencias y proveedores de servicios captar clientes cualificados mediante networking directo y posicionamiento en la sala.
join this thing because first off I knew like the type of marketer that was in that room the type of business that was in that room could really help do inside war room we met a lot of folks just sort of went from there we got a lot of customers from there a lot of
Escúchalo en el minuto 23:04
Oferta y precioA diferencia de modelos de negocio tradicionales como el SaaS o las agencias donde existen múltiplos financieros establecidos de valoración, poner precio a un podcast es complejo y subjetivo, ya que su valor fluctúa drásticamente según la continuidad de los presentadores, la propiedad de las listas de difusión y la capacidad del comprador para rentabilizar la audiencia.
what the price was and in podcasting it's really hard to tag a value on price how to exit your business there's really no model for pricing a podcast because it's hard it's like without the host maybe it's less value you know without you know digital marketers you know list and promotion behind it it's less valuable so how do you actually value it and I you know if you're selling a business like in the agency model like we know what agencies sell for there's multiples that they sell for in the software business there's multiples that they sort of thing but with a podcast it was a little bit…
Escúchalo en el minuto 34:05
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