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Women in Business & Marketing ft. Megan Gersch | TikTok Live Replay @megangersch @the_google_pro

26 ideas de marketing sacadas de «Women in Business & Marketing ft. Megan Gersch | TikTok Live Replay @megangersch @the_google_pro», de Jyll Saskin Gales…

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Las 26 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.

Registra tu nombre en todas las plataformas el primer dia, aunque no publiques

Marca y posicionamiento

Lo primero que hizo Saskin Gales al elegir su nombre fue registrar ese usuario en Twitter, Pinterest, YouTube y TikTok, rellenar la biografia con una frase y el enlace a su web, y nada mas. La razon es que Google indexa esos perfiles muy rapido: en una semana, buscar su nombre ya devolvia todos esos perfiles aunque estuvieran vacios de contenido. A eso añade dar de alta la ficha de empresa de Google, lo que antes se…

presence so i think this question is more not about the content itself but how to sort of establish um an online presence when you're brand new to business so i have one piece of advice here and then please megan feel free to jump in as well but something i did when i first started and picked the name the google pro which i've mixed feelings about now but story for another day um is i registered the username on twitter pinterest youtube uh i'm definitely missing but tick tock obviously in one or two more and then i just filled out the bio section you know i'm here to help on first grow blah…

Escúchalo en el minuto 53:29

Sin producto todavia, documenta el proceso

Estrategia de contenidos

A alguien que tiene un producto y no sabe de que hablar, Gersch le da una respuesta concreta: aunque no sepas todavia como va a acabar, documenta el proceso. El primer video es este es mi camino para hacer tal cosa, dia uno, y a partir de ahi grabas todo lo que haces ese dia relacionado con ello, incluido buscar proveedores, lo que sale bien y lo que sale mal. Sirve porque la gente aprende de ti, te sugiere donde…

what the heck do i talk about you want to take that one first megan i will yeah so even if you don't know what the end product is going to be yet document your process so make your first tick tock video being like here's my road to making blah blah day one and document everything that you did that day that is related to making that thing so maybe you you know sat down in your computer and researched suppliers and you research you know film everything filled from the good things the bad things the things that worked the things that did not work because people can work for a like learn from you…

Escúchalo en el minuto 50:44

Lanzar un curso: valor gratis del tema y contenido que responde a las objeciones

Conversión

Saskin Gales describe como lanzo el suyo: meses creando valor gratuito sobre el tema del curso, y a partir del lanzamiento incluir el enlace en los videos, enseñar fragmentos del propio curso y compartir la reaccion de quienes ya lo hicieron, para que quien mira se identifique con ellos. Gersch añade la pieza que suele faltar: hacer contenido que responda a las objeciones concretas que van a aparecer -y si no soy…

but when launching a course i can just share not specifically about driving um but i've just launched a course and the way i have launched my course is i create lots of free value online about the topic of my course which is google ads and how business owners can use google ads and now that i have just launched it today when i have videos now i'll include the link i'll maybe feature some of the content from my course and little snippets in the videos i'll share some um feedback i'm getting and how business owners have been showing that the course really helps them to help you potentially…

Escúchalo en el minuto 43:18

Cuando tu contenido gratis y tu servicio de pago no apuntan al mismo publico

Oferta y precio

Saskin Gales cuenta el desajuste que arrastro meses: su contenido gratuito esta pensado para dueños de negocio pequeño, pero sus servicios uno a uno son demasiado caros para ellos. Seguia aceptando un proyecto pequeño mas, y el resultado era que los ayudaba peor. Lo resolvio separando las dos cosas: el contenido gratuito, al que dedica horas cada semana, es como ayuda a los negocios pequeños; la hipoteca la pagan…

that's such great advice megan about not being afraid to change your niche um it's actually something i've really struggled with because i'm newer to my business i only started my business in the last year and now i'm at this point where my content my free value content is really designed for small business owners but like i actually don't have services for small business with owners my price of my one-on-one services is too expensive and that was something that i really struggled with for a few months and i kept taking on you know one more project one more small business zone i want to help…

Escúchalo en el minuto 36:44

Vender sin hacer sentir tonto a quien te escucha

Mensaje y copywriting

Saskin Gales cuenta que seis años de formacion en ventas en Google le quitaron el miedo a vender, pero que sigue incomodandola una forma concreta de hacerlo: la que consigue la venta haciendo sentir al otro que es tonto o que lo esta haciendo mal. Por eso no usa ganchos del tipo lo estas haciendo mal si no sabes esto, los errores que seguro estas cometiendo, o el truco que nadie quiere que sepas. Su alternativa es…

yeah you know it's interesting when i worked at google i was in the google ads sales organization like my job was to sell more google ads and so before that i definitely would not have felt comfortable selling i think because i went through six years of sales training and doing i do feel more comfortable with that the thing that makes me feel really uncomfortable is trying to sell by telling someone or making someone feel like they're stupid or they're doing it wrong and so that's why i don't like to use even hooks in my videos or sales tags that's like well you know what you're doing it…

Escúchalo en el minuto 5:30

Encuentra tu cosa y apoyate en ella hasta cansar

Marca y posicionamiento

Preguntadas por como destacar en un sector saturado, cada una nombra su seña. Saskin Gales dice que haber trabajado en Google es la razon por la que al menos la mitad de sus clientes la contratan sin conocerla, y que por eso va a seguir diciendolo aunque hayan pasado cinco años desde que salio. Gersch dice que la suya es visual: el pelo azul funciona como indicador cuando aparece, pero lo que trae clientes es que su…

um i have an answer for that and i'm sure you do as well megan so for me i guess i'm just really lucky and privileged that i worked at google so really the fact that i worked at google is why at least 50 of the people who i work with just like hire me sight unseen and because of that i will keep saying i worked at google over and over and over no it's been less than a year since i left five years now i'll still say that so that is like the thing that sets me apart there are other reasons why i think i'm very impressive why people should want to work with me um but i'm fortunate that i have…

Escúchalo en el minuto 21:14

Haz tu la tarea antes de delegarla, y acepta que quiza no quieras las ideas de nadie

Estrategia y decisiones de negocio

Saskin Gales explica por que funciona su asistente virtual: antes de pedirle nada, ella hizo el trabajo primero -probo la herramienta de reutilizacion de contenido, decidio si hacia falta portada, resolvio todas las dudas- y entrego un documento claro. La segunda parte de la leccion es mas incomoda: creia que buscaba a alguien que aportara sus propias ideas, contrato a una persona freelance y no le gusto su enfoque…

um no employees i have some freelancers i've worked with and i do find it challenging um you know i initially uh hired someone to help me out with my social media um and she worked me for a few weeks and then resigned and it just didn't work out there was no ill will just wasn't her and uh yeah now i have a virtual assistant i've been working with who is so helpful she just takes my tick tocks and repost them across platforms for me and i think what's helped that work really well is that before i ask her to do something i do it myself first so first i went through the process of figuring out…

Escúchalo en el minuto 24:13

Ponerle nombre a tu audiencia crea comunidad

Retención y relación con el cliente

A partir del vocabulario interno de Google -los empleados se llaman googlers, el recién llegado noogler y el que se fue xoogler, con sus grupos de LinkedIn y sus quedadas-, Saskin Gales observa que ese nombre funciona como el de una red de antiguos alumnos: no te dice si alguien es bueno, pero si que ha pasado por cierto entrenamiento y cierta cultura. Gersch lo traslada al marketing: darle un nombre al grupo es una…

yeah that's that's very interesting because uh i've just like read a few books on like linguistics and stuff like that and like even giving like that group name like kind of gives us that sense of community right like it like you just said like it it gives you that oh that shared knowledge of like you've had a similar experience to me um it's actually like a an interesting strategy i've heard a few like social media folks talk about this and stuff and those kinds of things where they like influencers and people on apps will give their group like a name like hey fam or like hey besties or like…

Escúchalo en el minuto 19:07

Los videos donde cuentas un error rinden mas que los de consejo

Estrategia de contenidos

Saskin Gales dice, avisando de que es impresion y no dato, que sus videos que empiezan con aqui va un error que quiero que evites, ojala hubiera sabido esto antes, o si empezara un negocio otra vez haria esto, consiguen mas interaccion y mas visualizaciones que los que empiezan con mi mejor consejo de Google Ads. Su ejemplo: un video de la he liado hoy contando un error con un cliente reventó de interaccion, y no…

absolutely yeah we can even see some of that uh in the comments here and i find the videos where i start with something about here's a mistake i want to avoid i wish i knew this sooner if i were starting a business again here's what i do though anecdotally i don't have specific data to back this up but if i think about anecdotally those tend to do better get higher engagement more views than the ones where i'm like here's my best google ads tip for you like scroll yours is like i really there's a video where i started like i messed up today and just like shared a mistake i made with a client…

Escúchalo en el minuto 51:42

Cuenta personal o de empresa: decidelo por el publico, y cuenta el coste de mantener dos

Estrategia de contenidos

Saskin Gales propone decidirlo por publico y por contenido: si el cliente al que quieres llegar es el mismo tipo de persona que ya te sigue, sigue ahi; si tu cliente objetivo no esta entre tus seguidores actuales o el contenido que vas a hacer sera muy distinto, abre una cuenta aparte. Gersch mete el coste que casi nadie calcula: dos cuentas que quieres hacer crecer son el doble de contenido, asi que prefiere…

absolutely another question here should a tick-tock account be separate from a personals like if you're starting a business should you use the same picktalk account or a different one i think i would say it comes down to kind of niche so i know like mixed things about that word like audience and content if your business that you're starting like your target audience is the same as the kind of people who follow you personally then absolutely keep going there whereas if your target customer is probably someone who's not following you right now or the content you're going to start creating for…

Escúchalo en el minuto 58:39

Regalalo todo: el valor es estrategia, y ejecutarla es lo dificil

Estrategia de contenidos

Saskin Gales sostiene que hay que dar la sensacion de estar regalandolo todo, porque el valor es solo conversacion y estrategia: quien lo recibe todavia tiene que ejecutarlo, y ejecutar es la parte dificil; si no, todo el mundo tendria su propio negocio. Dar de mas es precisamente como demuestra que si lo quieres personalizado o quieres mas, puedes pagarle. Gersch coincide y enseña el paso a paso sin reservarse…

check it out and this follow question how can i add value in my content without giving away the launch i have an opinion on this but i don't know if it's controversial or not i'd appreciate your perspective megan but my perspective is that you should feel like you're giving it all away give all the value away because the value is just talk it's just strategy the person receiving it still has to do it and the doing it is the hard part otherwise everyone would start their own business right so um i'm not concerned about giving too much value away because that's how i demonstrate that if you…

Escúchalo en el minuto 44:37

Un libro autopublicado se vende como producto, o contando su historia y cortandola

Mensaje y copywriting

Para promocionar un libro autopublicado, Saskin Gales aplica la lente de siempre: quien es el publico objetivo y que problema le resuelve el libro -entretenimiento sin mas, un thriller psicologico, aprender algo nuevo, evadirse- y desde ahi crear contenido. Gersch aporta el formato concreto que ve funcionar: contar la historia del libro en un video dejando el mayor final abierto posible y cerrar con y esa es la…

um so do you have recommendations for marketing a self-published book do you want to take that one a self-published book um gonna sound like a bit of a broken record at this time for a live but i really think about who's the target audience for your book who's the kind of person who really i mean everyone reads right or most people read and so think about um think about your book like a product you know what is the problem that you are solving for people with your book is it mindless entertainment is it a deep psychological thriller are they gonna learn something new is it escapism so i would…

Escúchalo en el minuto 1:01:15

Un nicho son dos cosas: a quien hablas y que le importa

Investigación de mercado y cliente

Saskin Gales reduce el nicho a dos piezas: a quien intentas llegar y que le importa a esa gente. Su consejo es empezar por lo mas especifico posible y expandir despues, en vez de hablarle a todo el mundo e intentar estrechar; el suyo son dueños de negocio pequeño, incluso recién estrenados, y el tema son las herramientas de marketing de Google. Gersch añade que el nicho cambia con la experiencia: trabajas con un…

i can start with that one if you like go for it when i think of a niche all i think of is like who are you trying to reach and what do they care about and it's those two pieces um and so for me my niche is small business owners or even new business owners if i'm getting really nichey about it um and the thing that i talk about is google marketing tools um and so when you're trying to think about what your niche might be my advice would be think about who you're trying to talk to the more specific the better and then you can expand i think rather than trying to talk to everyone and then trying…

Escúchalo en el minuto 34:44

Diseña la vida que quieres y monta el negocio alrededor, no al reves

Estrategia y decisiones de negocio

Gersch cuenta el ejercicio que le dio un mentor al empezar a trabajar por su cuenta: primero diseñas como quieres que sea tu vida y despues diseñas el negocio alrededor. En concreto, decidir cuantas semanas al año quieres librar -dos semanas, dos meses- y desde ahi calcular hacia atras cuanto necesitas facturar al mes o a la semana para cubrir gastos, en vez de partir de una cifra anual. Saskin Gales lo enlaza con…

that's interesting having to let something go was actually what helped you make the leap and start your own business because that's something we see a lot of it's something i call like startup hustle bro tech culture of like you know well we all have the same 24 hours in the day so if you just work smarter and work harder you can do more and i'm like in what universe is that like no i do not believe we all have the same 24 hours in a day and um and just because you can to your point work a nine to five and have freelance gigs and make so much more money it doesn't necessarily mean you should…

Escúchalo en el minuto 10:52

Contrata para lo que odias hacer, porque alguien lo adora

Estrategia y decisiones de negocio

Gersch cuenta que busca gente que complemente sus capacidades y no que las repita: adora la parte de diseño y de estrategia, y detesta escribir, hasta el punto de que las descripciones para reutilizar sus videos en otras plataformas son lo que mas le pesa del dia a dia. La regla que se trajo de Gary Bird: hay cosas que odias hacer en tu negocio que otras personas adoran hacer, asi que busca a esas personas y…

yeah i like and for your team are you looking to hire people who um not like building an agency but who like have the same skill set you do and can help support you in that or who kind of have more kind of administrative and that kind of support um i'm i think i'm mainly looking for folks that can complement my skills so i've really been thinking a lot about uh one of my other like big main goals for this year is to really lean into the parts of my business that i really love so like i love the design side of it i love um you know making sure that everything is cohesive and like really…

Escúchalo en el minuto 29:27

Hecho es mejor que perfecto: la misma descripcion en todas las plataformas

Estrategia de contenidos

Saskin Gales describe su sistema de reutilizacion con todos sus defectos. Usa una herramienta de unos 25 dolares al mes que coge sus videos de TikTok -que guarda en Drive- y los reparte a reels, cortos de YouTube y pines. Su asistente pone la misma descripcion en todo, del tipo aprende mas sobre Google, sigueme para mas consejos, con tres o cuatro juegos de etiquetas segun el tema. Reconoce que no es el mejor…

so even fairy thing here you need a human like me exactly um finding you know that combination of what tools can support us and then when is it time to actually have a living breathing human you know take over those pieces that um that we don't enjoy as much what i've done with my content using repurposed io so for those who don't know um it's a tool it's like 25 bucks a month and it can automatically take your tick tocks and i have mine saved to a google drive and what my virtual assistant does is i just put the same caption on everything i decided that done is better than perfect so i'd…

Escúchalo en el minuto 31:41

Solo creces hasta que consigues reemplazarte a ti mismo

Oferta y precio

Saskin Gales plantea el techo del negocio de servicios: cuando lo que te pagan es tiempo, solo hay tantas horas al dia. Por eso ordena sus formatos por cuanto tiempo consumen: un cliente con servicios continuos exige horas semana tras semana, una sesion de asesoria se acaba cuando termina la sesion, y un curso, la formacion o un producto digital son inversion de tiempo hoy que permite escalar despues. Gersch añade…

that's really helpful too yeah and it's something i've been thinking about in my business you know there's only so much i can do where the thing someone's paying me to do is to spend time i only have so much time in the day and so what are those things that i can invest my time in now that will you know enabled me to scale and so that's where something like a course comes in but like a course isn't the only thing there's like teaching or training there's work where when i do a coaching session with someone i know you do coaching as well i show up to the session i coach and it's done versus if…

Escúchalo en el minuto 12:34

Promocionarte en los comentarios de otro te quema, no te da clientes

Estrategia de contenidos

Las dos coinciden en que colarse en el contenido ajeno para venderse sale mal. Gersch encuentra desagradable la funcion de responder con un video al comentario de otra persona: le parece que se hace a costa del creador original y con aire de pique. Saskin Gales cuenta el caso que le paso el dia anterior: alguien comento en dos de sus videos has oido hablar de tal cosa, ella respondio que no, miro el perfil y era el…

and so megan you mentioned earlier there was something you wanted to chat about uh yes so so kind of going back to i know we were talking about like women in business women in marketing those kinds of things but one thing that i have seen a few creators do recently on tic tac i wanted to get your take on this so they've added a new function where you can go to another person's video you can be watching your fyp and go to the comments and you can respond to comments with your own video i personally think this is a horrible feature uh it feels very unnatural to me it feels very like icky like…

Escúchalo en el minuto 46:29

Lo que puedes permitirte descuidar depende de lo que vendes

Marca y posicionamiento

Gersch explica por que a ella no le sirve la automatizacion que a Saskin Gales si: su marca se apoya en el elemento humano, y como profesional del marketing considera sus redes una muestra de lo que ofrece a sus clientes, asi que si no estan cuidadas no se siente bien. Saskin Gales lo formula al reves y con gracia: yo soy la experta en Google, no la experta en Instagram, asi que puedo decir en publico que mi…

yeah i feel like that's the kind of i don't want to call it like a i don't want to call it a downfall or a hang up but like that's the thing that i have struggled with the most is like with like automation type platforms is it doesn't account for like the human element which is like such a big part of like what i consider to be part of my brand so like making sure that like and on top of that like as a marketer i i consider like my social media an extension of like what i could offer to clients and customers so like you know if things aren't optimized and stuff like that like yeah i don't…

Escúchalo en el minuto 33:04

Da la cara: estamos programados para reconocer caras, no manos

Marca y posicionamiento

A quien no quiere salir en camara, Gersch le da el argumento que usa con sus clientes: cuando fue la ultima vez que reconociste unas manos haciendo un producto en tu feed. Las caras si las reconocemos, estamos programados para eso, y por eso es mucho mas facil construir confianza con el tiempo apareciendo tu. Y desmonta la excusa del que no se ve capaz: coge a cualquier creador que te guste, mira sus primeros videos…

absolutely um there's a question here what can i do if i don't want to show my face on social media how important is it to have a face on social media i think you're a better one to answer that than me i mean i am always gonna be the coach to push you guys to show up on social media with your face because the example that i always give to my clients is what is the last time that you saw a video in your feed where you recognized somebody's hands making a product probably not super often faces we are just programmed as humans to recognize other faces and it is so much easier to build that trust…

Escúchalo en el minuto 57:29

El punto en que conviene salir del marketplace son sus comisiones

Canales de adquisición

Ante la duda de una vendedora que tiene tienda en un marketplace de artesania y ademas hace tutoriales, Gersch responde que depende del momento del negocio: llega un punto en que, si la tienda va muy bien, interesa pasar a web propia porque el margen es mayor, dado que esas plataformas se llevan bastante en comisiones. Sobre juntar tutoriales y tienda en la misma web, su criterio es el cruce de publico: si quien…

um i honestly think it i mean when it comes to i talk to a lot of business owners that are in the midst of like etsy or website like kind of that tipping point it really depends on like where you're at with your business um there comes a point where if your etsy shop is doing extremely well um you know you might want to move to your own website because that's more profit for you like etsy takes a lot of fees um as far as the actual content of like uh who would be coming to the website so is it like a crafter or is it somebody who wants to buy like an item um i don't know i think i would have…

Escúchalo en el minuto 41:02

Publicar ya es una victoria: la cabeza que hace falta para sostener el contenido

Estrategia y decisiones de negocio

Preguntada por consejos para empezar en redes, Gersch responde con algo que no es tactico: el marketing en redes es una montaña rusa y hace falta una cabeza preparada para que un video con pocas visualizaciones o un comentario de odio no te desanimen. Su premisa es que exponerse ya es en si una victoria para el negocio, porque cuesta trabajo y valor. Lo que atrae a la gente es la constancia, ver que sigues ahi con…

so i think my tip is not going to be something so typical and it's going to be around mindset just because social media marketing in general is such a roller coaster you're really gonna have to have a clear mindset when it comes to posting not getting discouraged when your video gets low views or somebody sends you a hate comment or like just knowing that putting yourself out there in an is in itself a win for your business because it's hard and it takes a lot of work and it takes a lot of courage to do so and the consistency that you show up you know in your business on social media wherever…

Escúchalo en el minuto 54:42

Una estrategia de contenido se sostiene mejor que la venta dura

Estrategia de contenidos

Saskin Gales observa que la comunidad se volvio central para construir un negocio: hace diez años, montando lo mismo, su estrategia de captacion de clientes habria sido completamente distinta porque TikTok no existia e Instagram no era esto. Y lo conecta con lo que las dos habian dicho al principio: para quien no se siente comodo con el compra mi producto o trabaja conmigo, una estrategia basada en contenido, educar…

interesting it does feel like the community aspect of building a business has become so much more important of course social media having a huge part of that like i think 10 years ago if i were trying to become a digital marketing freelancer you know will tick talk didn't exist did exist instagram was not the same like my strategy for client acquisition and for building my business would have been totally different whereas now it really is about building that community having a content strategy of course that's not the only way to build a business but i think especially as women who as we…

Escúchalo en el minuto 20:09

1.200 dolares en contenido que no uso y 1.500 en el texto de una pagina de venta

Oferta y precio

Saskin Gales da dos precios reales de servicios que contrato. Pago 1.200 dolares por un paquete de contenido para redes del que no ha usado nada, y su lectura no es que lo hicieran mal: para el 90% de los negocios habria estado bien, el error fue suyo por comprar ese servicio siendo tan controladora con su contenido. Y pago 1.500 dolares por el texto de la pagina de venta de su curso: cuatro o cinco paginas de…

it is but that was like an expensive lesson for me like i hired someone to create a bunch of social media content for me cost 1200 us dollars i'm using zero of it um initially i'm like oh my god they did such a bad job but then i stopped like no they didn't do a bad job i'm sure for like 90 percent of businesses this would be great but like i'm really controlling i like things a certain way i shouldn't have bought this service in the first place and so it's like i don't i'm not going to say that person's bad by any means it's just like that was not a fit for me expensive mistake to learn but…

Escúchalo en el minuto 27:02

Duplicar facturacion o que el 20% venga de producto digital: dos formas de definir el exito

Oferta y precio

Al preguntarse que querrian poder decir a fin de año, las dos dan metas incompatibles y lo dicen sin rodeos. Gersch quiere duplicar su facturacion, va camino de hacerlo y quiere ampliar equipo: su objetivo es escalar. Saskin Gales dice expresamente que ella no se pone duplicar, porque sabe que podria ganar mas trabajando mas y no quiere trabajar mas; siente que ya trabaja bastante y asume ese intercambio. Su meta es…

wonderful so megan this year kind of you know where i guess february 2nd now oh it's an auspicious day 2 2 22 um if it were december 31st 2022 today and you were kind of looking back what's one thing you can hope you can say happened in 2022 for your business um i am hoping to double my revenue this year uh i'm on track to do so um so so far um i'm hoping to expand my team i know that that's two things but in general my big goal this year is to scale um and so yeah what about you um i'm not gonna say doubling my revenue that's i'm kind it's hard it's like i'm i know i could make more money if…

Escúchalo en el minuto 28:09

Tres arquetipos de vendedor: el que cuida, el agresivo y el artista

Conversión

Gersch trae de su podcast una clasificacion de personalidades de venta: en un extremo el vendedor duro, el que necesita ser el centro de atencion y va muy de frente, con una energia muy masculina; en el otro el arquetipo del artista, muy timido a la hora de exponerse, al que le cuesta muchisimo hasta dar la cara en su propio marketing; y en medio el arquetipo cuidador, con el que ella y Saskin Gales se identifican…

yeah for sure there was actually um a few episodes ago on my podcast we were talking about there's actually different like sales personality types and one is like a nurturer type which is kind of like you know i think like kind of what we kind of attribute ourselves to but like there's like the hardcore sales people like the those are like the types of people that always have to be the center of attention and like have to like very like in your face it's a very like masculine energy and then there's more on the other end of that spectrum is called the artist archetype where like very timid to…

Escúchalo en el minuto 6:30

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