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Why You’re Doing Your YouTube Marketing All Wrong with Ian Garlic | Perpetual Traffic EP 537
29 ideas de marketing sacadas de «Why You’re Doing Your YouTube Marketing All Wrong with Ian Garlic | Perpetual Traffic EP 537», de Perpetual Traffic…
- 29 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 59 min
- Publicada en 2023
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Estrategia de contenidosLos testimonios en video son más efectivos si se estructuran como historias adaptadas a la etapa del comprador: para tráfico frío deben centrarse en el dolor y la frustración inicial del cliente (problemas sin resolver), mientras que la mención directa de la solución y los elogios a la empresa se reservan para etapas templadas y calientes.
That's why we it's video case story, right? It's not a case study. It's not a testimonial. It's not saying, you know, Tier 11's amazing. It's like oh man, I've been trying to solve my Those stories, your clients have like five or six of those stories. So, you have different versions of them. And you know, you go from cold to warm to hot. So, as as they're moving along, you know, as you get over to here, yeah, awesome he is. But, back here, we're talking about all things that are tough you know, but back here back here it's I have a traffic problem. I'm trying to quality leads, why do my leads…
Escúchalo en el minuto 26:13
Distribuir video casos de estudio en páginas clave y retargeting para captar tráfico en fuga
ConversiónColocar historias y testimonios en video a lo largo de los puntos críticos del sitio web (páginas de 'Sobre nosotros', 'Proceso', 'Contacto' y carritos de compra) combinados con campañas de retargeting asegura impactar con prueba social al tráfico frío que abandona el embudo inicial.
is our fish in the barrel strategy. People so, you know, we go straight to cold traffic, right? Everyone's like, "I "But when these leads leave your funnel, which they're going to, what do they Right? So, getting your case stories throughout your website, your about us page, your process page, people talking It's amazing to me how few people have any type of customer stories on their contact us page. And how much of you retargeting. retargeting video was the video case YouTube. So, we get those customer stories following people around. Now we
Escúchalo en el minuto 48:45
Estrategia de contenidosEn lugar de producir contenido genérico de amplia difusión (como listas de consejos básicos) que atrae a prospectos desconectados de la compra, es preferible crear contenido hiperespecífico dirigido a las dudas y momentos de decisión reales de clientes calificados (cómo es trabajar con el equipo, cómo evaluar el servicio o cómo justificarlo internamente).
Yeah. don't see what's gets Don't go here's five things you need to do to get your website ranking higher. Uh it that will get attention, not always the right attention. All right, we've got to you got to think about the moments closer to when they're buying from you. You know, what's it going to be like to work with Ralph? What's it like to me work with his team? Who's it who are his account managers? How do his account managers work? You know, will he work well with my other marketing team? Will he will my CEO be look will he look all right to my CEO? These are some of the questions early…
Escúchalo en el minuto 41:28
Investigación de mercado y clientePara definir el posicionamiento y la propuesta de valor, entrevistar a fondo a los clientes sobre su vida cotidiana y dificultades reales es mucho más preciso que debatir internamente en reuniones de marketing, ya que ellos proporcionan el lenguaje y los ángulos exactos de dolor.
Plus then you are learning about your customer journey. When you're interviewing them, you're learning more about them. You're always people listen to these interviews are like, "I didn't know that. I didn't know that. I didn't know what was happening in their day." You find out and on top of it you find your positioning statements. You find your you know we this is the thing the thing I makes my eyes literally bleed and like my ears hurt is when I'm in a marketing meeting for like two hours and people are just like circular talking about their marketing and trying to figure out their value…
Escúchalo en el minuto 28:11
ConversiónEn negocios de servicios y SaaS, sustituir o priorizar una página de 'Proceso' (explicando cómo funciona el servicio desde la perspectiva del cliente, usando 'tú' en lugar de 'nosotros') genera más interés y tráfico que la tradicional página de 'Sobre nosotros' ('About Us').
By the way, this is something little hint about us used to be the second most used tab on a website. I we started adding process pages, it overtook the about us. Little nugget. Yeah, we did heat maps across like 100 websites. It was just Um, process. Like how I do what I do as they want to know how it works. If you If you're in any type of service business, if you're a SaaS business, how does this How am I going to And the process should be from their point of It's not like you It's like what are they going to experience? It's not we, it's you
Escúchalo en el minuto 18:50
ConversiónEn negocios de servicios y SaaS, sustituir o priorizar una página de 'Proceso' (explicando cómo funciona el servicio desde la perspectiva del cliente, usando 'tú' en lugar de 'nosotros') genera más interés y tráfico que la tradicional página de 'Sobre nosotros' ('About Us').
By the way, this is something little hint about us used to be the second most used tab on a website. I we started adding process pages, it overtook the about us. Little nugget. Yeah, we did heat maps across like 100 websites. It was just Um, process. Like how I do what I do as they want to know how it works. If you If you're in any type of service business, if you're a SaaS business, how does this How am I going to And the process should be from their point of It's not like you It's like what are they going to experience? It's not we, it's you
Escúchalo en el minuto 18:50
Investigación de mercado y clientePara definir el posicionamiento y la propuesta de valor, entrevistar a fondo a los clientes sobre su vida cotidiana y dificultades reales es mucho más preciso que debatir internamente en reuniones de marketing, ya que ellos proporcionan el lenguaje y los ángulos exactos de dolor.
Plus then you are learning about your customer journey. When you're interviewing them, you're learning more about them. You're always people listen to these interviews are like, "I didn't know that. I didn't know that. I didn't know what was happening in their day." You find out and on top of it you find your positioning statements. You find your you know we this is the thing the thing I makes my eyes literally bleed and like my ears hurt is when I'm in a marketing meeting for like two hours and people are just like circular talking about their marketing and trying to figure out their value…
Escúchalo en el minuto 28:11
Mensaje y copywritingLos clientes no compran tácticas ni entregables técnicos (como anuncios o canales específicos), sino el estado posterior deseado ('after state') y los resultados de negocio que genera la transformación.
they still think in terms of what you offer as opposed to what you provide for the customer, or what you do for the customer. And it really is turning it back on it doesn't matter how much how great you say that you are and what you do, and it's all about you, meaning the business as opposed to the customer. critical because people No one's No one wants Facebook ads. No one wants an agency. Most people hate the idea of getting an agency. They want the transformation. They want that business outcome. They want to grow. They they want the after state. They want to hint at the before state, but…
Escúchalo en el minuto 31:44
Alinear el contenido B2B con las inquietudes del decisor y no con las del ejecutor
Estrategia de contenidosEn ventas B2B, el contenido debe diseñarse pensando en los dolores y decisiones de los directivos o tomadores de decisión (como saber qué buscar al contratar a un especialista) en lugar de crear tutoriales tácticos dirigidos al ejecutor operativo, ya que este último responde a un modelo B2C o infoproductos.
started talking. It's talking to two separate avatars by way of the content itself. The first one is very much the doer. Like if you have a do-it-yourself happens to be. Like that's a doer. But if your if your ideal customer is not the next level up, but you need to talk the avatar. Think about what they're particular case, it might be the VP of marketing, the director of marketing, Because they're the ones who need to know, all right, and when I hire a media buyer, this is these are the things that is like you create the content around the avatar by thinking through what they're really…
Escúchalo en el minuto 45:23
Centralizar ganchos y ángulos de clientes en un repositorio organizado
Mensaje y copywritingGuardar sistemáticamente los ganchos, ángulos y descubrimientos sobre los clientes en un repositorio centralizado evita que las ideas se dispersen y permite detectar patrones de servicio y valor al diseñar nuevas campañas.
And so we we take this through this process what what we call the tackle box process because what I found too is people get these awesome hooks and angles and then they're just floating in the ether. So we've developed a system for putting them all in a place so you can find them when you start a marketing campaign. And you start to find these patterns and you're like oh we are great at this thing or there's another way that we serve our clients that we didn't talk about.
Escúchalo en el minuto 30:13
Investigación de mercado y clienteLos líderes de marketing y dueños de negocio deben dedicar al menos 30 minutos semanales a interactuar y observar directamente a los clientes y al personal de primera línea. La información interna suele llegar filtrada y el contenido redactado puramente con IA carece de especificidad, por lo que nada sustituye los insights directos de los usuarios reales.
you're getting whitewashed by your people. like I still talk to the frontline people to get their take on it. I'm like, "Don't me. Tell me what you really think." And we do the same on but at least you should be doing it as a business owner cuz it's absolutely When you watch and like being there and observing and really listening to them. Not just what they're saying, but what how they're saying it and asking them It will never be supplanted by this. And in fact, the people that do this are the ones that are going to win. I think the people that don't do it are going to end up on the other…
Escúchalo en el minuto 5:06
Investigación de mercado y clienteLos líderes de marketing y dueños de negocio deben dedicar al menos 30 minutos semanales a interactuar y observar directamente a los clientes y al personal de primera línea. La información interna suele llegar filtrada y el contenido redactado puramente con IA carece de especificidad, por lo que nada sustituye los insights directos de los usuarios reales.
you're getting whitewashed by your people. like I still talk to the frontline people to get their take on it. I'm like, "Don't me. Tell me what you really think." And we do the same on but at least you should be doing it as a business owner cuz it's absolutely When you watch and like being there and observing and really listening to them. Not just what they're saying, but what how they're saying it and asking them It will never be supplanted by this. And in fact, the people that do this are the ones that are going to win. I think the people that don't do it are going to end up on the other…
Escúchalo en el minuto 5:06
Planificar entrevistas a clientes enfocadas en la experiencia del proceso y las primeras victorias
Mensaje y copywritingPara obtener historias de clientes efectivas, se debe planificar la entrevista con antelación en lugar de enviar listas de preguntas genéricas. El interrogatorio debe profundizar en cómo fue la experiencia y el proceso de trabajo ('cómo se sintió') y en las primeras victorias tangibles, no solo en el resultado final.
videographer out there." I'm like, "No, let's plan." just go pick up a story. They plan what They plan it out. So, when you talk you have someone who cares about your Don't send them a list of questions. something great about me. Interview your clients for on their story, who they are, what were their problems, what was the process like? What was the process like? Not just what was the process, what was the process like? So that they can describe it. And inside of Going to talk about like the process of working with you. First big wins, right? Not just the conclusion. First
Escúchalo en el minuto 36:41
Ventas millonarias en B2B con audiencias diminutas orientadas al C-Suite
Estrategia de contenidosEn servicios B2B de alto valor no se requieren métricas de vanidad ni miles de visitas; dirigir el contenido específicamente a los problemas del C-suite puede generar millones de dólares y un crecimiento de cientos por ciento con menos de 100 suscriptores en YouTube.
But they've landed some major clients because they speak to the bigger clients, right? They speak to the C-suite. The C-suite pass around their YouTube channel. They grew a couple hundred percent just through YouTube because they just spoke to these people. Not I'm going to try and get 100,000 views. They have Last time I checked 89 subscribers. Made millions of dollars.
Escúchalo en el minuto 23:09
Estrategia de contenidosEn servicios y ventas B2B con contratos de alto valor, crear contenido diseñado para complacer al algoritmo masivo atrae muy pocos clientes calificados e incluso puede alejar a tomadores de decisión corporativos. Hablar directamente al perfil de cliente ideal (ICP) frente a una audiencia pequeña y específica genera mayor impacto comercial que acumular cientos de miles de reproducciones generalistas.
for the masses. He was not speaking to the Fortune 50, Fortune 100 companies he was selling to. Right? And but it did not lead directly to, and in fact did turn off some business that was Fortune 500, right? Because you work. It can work really well. But B2B, I mean, in the end, do you want to work with some dude that's like bro in a sweatshirt? Most people that are going to spend a million dollars with the company don't want to see that. You don't necessarily have to get to that level. You don't need Hormozi level popularity to scale and grow your business, especially if you're going B…
Escúchalo en el minuto 10:14
Investigación de mercado y clienteLa práctica más importante y desatendida por los líderes de marketing y CMOs es pasar tiempo directo con los clientes (por ejemplo, 30 minutos a la semana escuchando y capturando sus historias, participando en llamadas de ventas o visitándolos en persona). Este contacto de primera mano es la fuente principal para comprender con precisión sus dolores y deseos.
CMOs, need to do is spend as much time with their customers as possible. If you dedicate 30 minutes a week to you know, listening to a customer story, capturing is spend as much time with their customers as possible. And it's I mean, and if you dedicate 30 minutes a week to you know, listen to a customer story, capturing a customer story, So, it's the number one thing that I think almost no one does. was the best part for me to get back to not only I I still go out and visit know, two two full days with one of our biggest customers just to really basics. It's understanding. Obviously, I've…
Escúchalo en el minuto 0:03
Mensaje y copywritingPara maximizar el descubrimiento orgánico y captar demanda existente en buscadores o marketplaces (como Amazon), es recomendable titular y optimizar el recurso con los términos exactos que el público más busca, aunque internamente se prefiera o defienda una terminología conceptualmente distinta.
search video testimonials. If you look up video testimonial book, it should be number one. I did some SEO there. Uh Um and even though I hate testimonials, it was like the most searched, so I'm I'm a sucker for traffic.
Escúchalo en el minuto 56:25
Evitar crear contenido técnico sin comunicar claramente la oferta y los casos de éxito
Estrategia de contenidosMuchos canales corporativos y de agencias fracasan porque publican únicamente tutoriales genéricos o informativos sin articular en ninguna parte qué servicios ofrecen ni mostrar casos reales de clientes.
I think this is where so I see so many business YouTube channels fail is they forget to sell what they're doing. You know, it's like, you you know, they maybe do it at the very top and then they have all these random informational videos on how to use WordPress. I was literally looking at someone's videos that was like selling, uh, you know, I see this in so many agencies. They're they're teaching how to log into Facebook and they're selling social media services and there's nowhere saying, "This is what we do." So, you still want to sell it, but yeah,
Escúchalo en el minuto 52:05
Investigación de mercado y clienteLos compradores de servicios B2B o contratos de alto ticket no convierten directamente en una landing page tras un anuncio o referido; en su lugar, realizan múltiples búsquedas en paralelo (nombre de la empresa, reseñas, perfiles en LinkedIn, vídeos en YouTube y casos de éxito) antes de contactar.
especially like people driving PPC for That they they drive to a landing page Like, well, if it's someone you want to spend 20, 30, 50, 100,000 dollars, opt into your landing page. They're going to go do research. So, you know, image which is slightly more complex but gazillion different things happening all Google's 500 touch point study, right? brand 500 times. And everyone's like, that happens, right? It's it's people researching your name, your business name, your name plus reviews. review your socials, they go to your LinkedIn, they go to your YouTube, they go to your
Escúchalo en el minuto 16:37
Las decisiones de compra están determinadas por el momento y la situación del cliente
Investigación de mercado y clienteEl factor de mayor influencia en la toma de decisiones no son solo las características del producto o el deseo general, sino la situación concreta o 'escena' en la que se encuentra la persona en ese instante. Comprender el viaje del cliente exige mapear estos momentos y contextos específicos.
you know the number one reason people decide on anything? What's the biggest influencing factor? it's the moment. It's the situation. You immediately. We decide because of the moment. And it's it's the most im- important factor. So when you understand someone's journey, you also have to understand their scenes, right? Are they sitting with their wife? Are they sitting in a boardroom? We have to know those. And
Escúchalo en el minuto 39:05
Usar YouTube como centro de conversión para entrenar las recomendaciones del algoritmo
Estrategia de contenidosDirigir tráfico al canal de YouTube (en lugar de solo al sitio web) permite que los prospectos exploren testimonios y resuelvan dudas a su ritmo, al tiempo que entrena al algoritmo para que continúe sugiriendo tus videos en el feed de esos usuarios de manera orgánica.
But we developed this converting mechanism on YouTube with our videos that people can choose their own journey, answer their questions, they get to know us, they get to feel you know what our customers are like, and we treat our YouTube channel like a um a website, but we're driving people So, I drive people to YouTube as much as possible because now we have information on there, and they're going to get distracted. At least this way you I'm triggering YouTube to know that this is the person I want seeing these types of videos. So, we're informing YouTube of who we want seeing these videos…
Escúchalo en el minuto 50:19
Influencia de los picos emocionales de las historias en la toma de decisiones
Mensaje y copywritingLas historias con alto impacto emocional activan respuestas neuroquímicas que incrementan la probabilidad de que las personas tomen decisiones favorables tras escucharlas.
It's Paul Zak and he measured people's blood levels, right? And he measures people's blood levels when they watch stories and and how oxytocin and cortisol evolve and it's just like how it there there's science in this. And you get that high emotional peak it affects directly how people decide afterwards on anything. Like he Like one of his books he talks about that if we you show someone with a highly emotional story afterwards, they're more likely to decide positively on anything that they do after the story. Right? It's this it it it's all about emotions, which is all about chemistry which…
Escúchalo en el minuto 33:21
El recorrido de compra B2B de alto ticket es no lineal y acumula cientos de puntos de contacto
Investigación de mercado y clienteLos clientes de alto valor realizan investigaciones exhaustivas en múltiples plataformas (Google, YouTube, LinkedIn, IA) intercaladas con interrupciones de la vida diaria a lo largo de semanas; el marketing no debe detenerse cuando agendan una cita ni asumir una atribución directa sencilla.
People that spend a lot of money, $100,000 plus a year with you, are lifetime that's not a smart person. So, they're doing multiple modes of think about chat GPT. What do we look like? What do we look like on there when someone puts your name in a chat GPT? This happens over and over and over again over the weeks to you know, hours to weeks, I'd say. Like this could hundreds of touch points right there on How often do we just stop marketing when someone sets an appointment with you? They're doing more research about you. be thinking this way because there's no attribution. This is not in the…
Escúchalo en el minuto 21:18
Optimizar el canal de YouTube para facilitar que se comparta internamente en compras B2B
Estrategia de contenidosEn ventas B2B intervienen múltiples tomadores de decisiones; organizar un canal de YouTube con listas de reproducción claras y contenido relevante (en vez de saturarlo con videos para acumular vistas masivas) facilita que los líderes lo compartan internamente entre sus equipos.
your B2B sale is especially a bigger company, you have three or four decision makers. And you kind of need to speak to YouTube channel gets passed around. It's to watch. And so, it's easier for someone to pass around your YouTube channel. And that's where you can speak to the entire company. easier to see. Because you can have playlists, and I think that's one thing about, is what your YouTube channel looks like for these people and how easy easy it is. Cuz if we jam it up with all this stuff that we're trying to get millions of views on, we're they're going to miss that material that is…
Escúchalo en el minuto 46:54
Riesgo de homogeneización visual y estilística al automatizar video corto con IA
Estrategia de contenidosEl uso masivo de herramientas de inteligencia artificial para recortar y formatear video largo a formatos cortos genera una saturación de piezas idénticas que replican los mismos estilos populares, erosionando la diferenciación y autenticidad del contenido en redes sociales.
right now, especially if you're looking on YouTube, you're looking at all the socials, they're starting to look the same. as well. I mean, there's obviously there's AI tools that help you splice up long-form video into short-form video. here. Uh, and a lot of videos are starting to look like Alex Hormozi videos. And you you had an interesting
Escúchalo en el minuto 8:47
Canales de adquisiciónLa mentalidad con la que el usuario entra a cada red condiciona cómo percibe la marca: mientras que en YouTube predomina una búsqueda activa de aprendizaje y educación con mayor retención de valor, en TikTok domina el consumo rápido y el entretenimiento con solo una ilusión superficial de aprendizaje.
we talk I mean, you talk about why people are there. You know, Facebook Tik Tok people are learning a little, but they feel like they're learning, right? And then they're getting entertained. YouTube people are actually learning. And I it's something I call the Tik Tok ick because I know if I get stuck on Tik Tok, I'm like, "Ugh, I don't feel so great about myself." you know, it when you feel that way, it you project that onto the content and the
Escúchalo en el minuto 14:27
Canales de adquisiciónLa mentalidad con la que el usuario entra a cada red condiciona cómo percibe la marca: mientras que en YouTube predomina una búsqueda activa de aprendizaje y educación con mayor retención de valor, en TikTok domina el consumo rápido y el entretenimiento con solo una ilusión superficial de aprendizaje.
we talk I mean, you talk about why people are there. You know, Facebook Tik Tok people are learning a little, but they feel like they're learning, right? And then they're getting entertained. YouTube people are actually learning. And I it's something I call the Tik Tok ick because I know if I get stuck on Tik Tok, I'm like, "Ugh, I don't feel so great about myself." you know, it when you feel that way, it you project that onto the content and the
Escúchalo en el minuto 14:27
Tasa de conversión típica en sitios web de empresas de servicios
ConversiónLos sitios web de empresas y páginas de servicios suelen alcanzar en el mejor de los casos una tasa de conversión en torno al 2%.
to you know, remember only two like almost service page businesses, you have a 2% conversion rate. And so on your website at best.
Escúchalo en el minuto 20:02
Tiempo promedio de permanencia en sitios web corporativos
Medición y experimentosEl tiempo promedio de permanencia de los usuarios en sitios web corporativos convencionales suele rondar únicamente entre 1 minuto y medio y 2 minutos.
Ralph, what's what's your time on site right now on your your site? 1/2 minutes. That's like yeah, it's about yeah, it's about 2 That's amazing. Most websites I see it's like 1:30.
Escúchalo en el minuto 50:47
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