5 Steps to Planning and Launching A Successful Marketing Campaign | Adam Erhart
Summary
TLDREste video ofrece una guía detallada para mejorar la eficacia y el éxito de futuras campañas de marketing, independientemente del canal que se utilice. Se destacan cinco pasos fundamentales: identificar y comprender el mercado objetivo, crear una oferta irresistible, diseñar un embudo de ventas para aumentar el valor de vida del cliente, asegurarse de que la oferta y el contenido se sitúen en el lugar correcto donde la audiencia esté presente, y finalmente, utilizar métricas y análisis para medir el éxito y ajustar la estrategia en consecuencia. El vídeo resalta la importancia de la investigación de mercado y la estrategia detrás de cualquier campaña exitosa, más allá de las herramientas o tácticas específicas.
Takeaways
- 📈 **Planificación estratégica**: Antes de lanzar cualquier campaña de marketing, es crucial planificar cuidadosamente para asegurar el éxito.
- 🎯 **Conocimiento del mercado**: Identificar y comprender el mercado objetivo es fundamental, ya que todo en marketing depende de él.
- 🧐 **Investigación de mercado**: Realizar una investigación de mercado adecuada para comprender mejor a los clientes y sus necesidades.
- 🤝 **Oferta atractiva**: Crear una oferta que sea irresistible y que aborde las necesidades inmediatas de los clientes.
- 💊 **Vender un alivio**: Es preferible vender un 'alivio' (algo que resuelve un problema inmediato) en lugar de un 'vitamina' (algo que previene problemas futuros).
- 🔗 **Funnel de ventas**: Utilizar un funnel de ventas para aumentar el valor de vida del cliente y mejorar la rentabilidad de la campaña.
- 📊 **Mediciones y análisis**: Utilizar métricas y análisis para determinar qué tácticas funcionan y cuáles no, y ajustar la estrategia en consecuencia.
- 📍 **Ubicación estratégica**: Asegurarse de que la campaña de marketing esté en los lugares donde los clientes pasan su tiempo.
- 🚫 **Evitar la dispersión**: No desperdiciar recursos en plataformas o tácticas que no son relevantes para el mercado objetivo.
- 💰 **ROI como métrica principal**: El retorno de inversión (ROI) es la métrica clave que indica si la campaña de marketing está generando ingresos.
- 📚 **Educación continua**: Continuar aprendiendo sobre técnicas de marketing y estrategias para mejorar constantemente las campañas.
Q & A
¿Cuáles son los cinco pasos fundamentales para mejorar la efectividad de las campañas de marketing?
-Los cinco pasos fundamentales son: 1) Identificar y comprender tu mercado objetivo, 2) Crear una oferta irresistible, 3) Diseñar un embudo de ventas o marketing, 4) Ubicar adecuadamente la oferta en el lugar correcto, y 5) Utilizar métricas y análisis para medir el éxito de la campaña.
¿Por qué es tan importante entender y conocer a tu mercado objetivo?
-Es importante entender y conocer a tu mercado objetivo porque todo en marketing depende de él. Si no identificas y articulas adecuadamente a tu cliente ideal, no podrás crear mensajes adecuados ni publicitar en los canales correctos, lo que llevará a un fracaso en la campaña de marketing.
¿Cómo se puede mejorar la comprensión del mercado objetivo?
-Para mejorar la comprensión del mercado objetivo, se debe realizar una investigación de marketing adecuada, leer lo que lean los clientes, ver lo que ven, escuchar lo que escuchan y tratar de entender sus pensamientos, temores, frustraciones, sueños y metas.
¿Qué es una oferta resistible en un contexto de marketing?
-Una oferta resistible es aquella que se alinea con los problemas, temores, frustraciones y metas de tu mercado objetivo, y que actúa como un puente para ayudarlos a alcanzar sus deseos y aspiraciones, resolviendo sus necesidades inmediatas.
¿Cuál es la diferencia entre una oferta dura y una oferta suave en términos de marketing?
-Una oferta dura o directa es aquella que se dirige a la pequeña porción de la audiencia que está lista para actuar y comprar inmediatamente. Una oferta suave o de transición es una oferta que requiere un compromiso mínimo por parte del cliente y sirve como un primer paso para poder hacer una oferta más grande en el futuro.
¿Por qué es esencial tener un embudo de ventas en una campaña de marketing exitosa?
-Un embudo de ventas es esencial porque permite guiar a los clientes a través de una serie de pasos que aumentan la probabilidad de aumentar el valor de vida del cliente (CLV), lo que a su vez permite un mayor presupuesto de marketing y la posibilidad de ofrecer un mayor valor y servicios a los clientes.
¿Cómo se determina el lugar correcto para ubicar una oferta en una campaña de marketing?
-Se determina el lugar correcto para ubicar una oferta entendiendo quiénes son los clientes ideales y dónde pasan su tiempo en línea y fuera de línea. Luego se enfoca en esos lugares y se ignoran los demás para aumentar exponencialmente las posibilidades de éxito.
¿Por qué es tan crucial medir las métricas y el análisis en una campaña de marketing?
-Es crucial medir las métricas y el análisis para saber qué está funcionando y qué no. Esto permite tomar decisiones lógicas y basadas en datos, en lugar de decisiones emocionales, y asegura que la inversión en marketing se centre en los canales y tácticas que generan el mejor retorno de inversión (ROI).
¿Qué es el valor de vida del cliente (CLV) y por qué es importante en el marketing?
-El valor de vida del cliente (CLV) es una métrica que indica el valor total que un cliente tiene para un negocio a lo largo del tiempo. Es importante porque permite saber cuánto se puede gastar en adquirir un cliente y da una indicación de cuánto se puede invertir en marketing para aumentar la base de clientes y los ingresos.
¿Qué son las métricas CPM, CPC, CPL y CPA y cómo se relacionan con el costo de adquirir clientes?
-CPM (costo por mil) mide cuánto cuesta llegar a un público de mil personas. CPC (costo por clic) indica cuánto cuesta cada clic en una publicidad. CPL (costo por liderazgo) y CPA (costo por adquisición) miden cuánto cuesta adquirir un nuevo cliente o liderazgo. Estas métricas son fundamentales para entender la eficiencia de los canales de marketing y su impacto en el ROI.
¿Cómo se puede mejorar la comprensión de las métricas y análisis de marketing sin tener un título universitario en el tema?
-Se puede mejorar la comprensión de las métricas y análisis de marketing con una base fundamental y un nivel básico de entendimiento de las métricas clave y los indicadores de rendimiento (KPIs) importantes. Comparar estos KPIs entre sí y determinar cuáles canales están generando ganancias es esencial para un enfoque de marketing exitoso.
Outlines
📈 'Pasos Clave para Campañas de Marketing Éxitosas'
El primer párrafo se enfoca en los cinco pasos fundamentales que pueden mejorar la efectividad y el éxito de cualquier campaña de marketing futura. Se discute la importancia de la estrategia detrás de las campañas exitosas en lugar de simplemente las tácticas o herramientas. Se enfatiza la necesidad de planificación y análisis del mercado, entendiendo profundamente a la audiencia objetivo, sus miedos, frustraciones, sueños y metas para posicionar la oferta de manera efectiva.
🎯 'Creando Ofertas Irresistibles'
Este párrafo aborda la creación de una oferta atractiva y coherente para el público objetivo. Se destaca la importancia de entender las necesidades y deseos del mercado ideal para diseñar una oferta que resuelva sus problemas inmediatos, denominados 'panalizantes', en contraposición a 'vitaminas' que abordan necesidades futuras. También se menciona la diferencia entre ofertas directas (hard offers) y ofertas de transición (soft offers), y la importancia de construir un funnel de ventas para aumentar el valor de vida del cliente.
💰 'Aumentando el Valor de Vida del Cliente'
Se aborda la importancia del marketing en fases, donde la venta inicial es solo el comienzo. Se resalta la necesidad de entender cómo encaja el producto o servicio en el viaje completo del cliente para ofrecer niveles crecientes de servicio y generar ingresos progresivos. Además, se discute la importancia de las ofertas de alto valor y la estrategia de membresía, subscripción y venta de backend para aumentar el CLV (Valor de Vida del Cliente).
📊 'Ubicación y Análisis de Métricas'
Este párrafo se centra en la ubicación estratégica y el análisis de métricas en la campaña de marketing. Se insiste en la importancia de llegar al público objetivo en los lugares donde estén activos, ya sea en línea o fuera de línea, y se desaconseja dispersarse en plataformas donde el público no esté presente. Se destaca la necesidad de entender y analizar métricas clave como el CPM, CPC, CPL y CPA para medir la eficacia de los canales de marketing y ajustar la estrategia en consecuencia.
🔗 'Siguientes Pasos en el Marketing'
El último párrafo actúa como una transición hacia el siguiente contenido relacionado con el marketing, sugiriendo que el espectador revise un video vinculado sobre introducción al marketing. Se mencionan temas como la investigación de mercado, el contenido de marketing en redes sociales, la optimización de motores de búsqueda (SEO), la psicología de la定价 (precio), entre otros.
Mindmap
Keywords
💡Mercado
💡Oferta
💡Funnel de ventas
💡Ubicación
💡Mediciones y analíticas
💡Estrategia de marketing
💡Clientes potenciales
💡Retorno de la inversión (ROI)
💡Costos por mil (CPM)
💡Costos por clic (CPC)
💡Costos por lead (CPL)
Highlights
五步营销策略,可立即提升未来营销活动的有效性和成功几率。
营销成功的关键在于背后的五个基本原则和原理。
如果未能正确规划市场,那么就是在计划失败。
了解目标市场比他们自己更了解是成功的关键。
进行适当的市场研究,理解客户的兴趣、恐惧、挫折和梦想。
通过阅读目标市场的书籍来获得更深入的洞察力。
提供吸引人的、无法抗拒的产品或服务是营销活动的核心。
销售解决即时需求的“止痛药”,而不是预防未来的“维生素”。
区分硬性销售和软性销售,针对不同准备度的潜在客户。
营销漏斗是构建盈利性营销活动的关键,通过一系列步骤提高客户终身价值。
客户终身价值(CLV)是衡量营销成功的重要指标。
营销漏斗的每个步骤都应该与产品或服务的整体客户旅程相匹配。
正确的放置是确保营销活动成功的另一个关键因素。
专注于目标客户所在的平台,避免在无效的渠道上浪费时间。
使用度量和分析来确定哪些营销策略有效,哪些无效。
通过关键绩效指标(KPIs)和投资回报率(ROI)来量化营销活动的成功。
营销的最终目标是吸引更多客户、增加收入和盈利。
营销活动的设计应基于逻辑和数据分析,而非情绪。
Transcripts
in this episode I'm going to be showing
you the five steps you want to go
through that will immediately improve
the effectiveness and odds of success
for any of your future marketing
campaigns whether you're wanting to
launch a new Instagram marketing
strategy or Facebook Ads campaign or
email marketing strategy or YouTube
content or anything like that it's all
the same and it's all gonna rely on
these five common principles and
fundamentals that are behind some of the
most successful and profitable marketing
campaigns you see today that's why I'm
going to be pulling back the curtains
revealing everything inside that I use
inside my business for all of my clients
and all of my students to help them
generate those multi-million dollar
campaigns so you can do the same all
right let's get to it
hey there Adam on our tear marketing
strategist' and welcome to the marketing
show
alright I've said it before but it's
worth saying again if you fail to plan
you're planning to fail that's the right
way essentially when it comes to running
those really strategic really profitable
marketing campaigns you do need to break
them down to their core elements do the
fundamentals to the principles and to
the strategies behind them that makes
things work because when it comes to
marketing way too much emphasis is put
on all of the tactics all the tools and
all these shiny objects you've got one
camp screaming about how Instagram
marketing is the single greatest
marketing tool available to you today
you've got another camp saying that the
only way to succeed online is by running
Facebook ads which are still really good
just like Instagram is but it's never
the Instagram marketing it's never the
Facebook ad it's never the YouTube
content or the YouTube video or the
email or anything like that it's always
the strategy behind it by ensuring that
you've got proper alignment with what
you're trying to achieve and the methods
that you're going about trying to
achieve it and that's what we're gonna
be talking about here today and I'm
gonna be giving you the five steps that
I go through every time I'm planning on
launching a new marketing campaign so
that you can use these inside your
business and inside your marketing to
hopefully get some really great results
as well alright so the very first place
to start
and one if you've watched my content for
any length of time you know I've got to
start here but that's because this is
the single pillar that all of your
marketing is going to be built on and
that is of course your market this is
the who these are the people the
customers the clients the prospects the
leads the whoever it is that you're
creating marketing content for the
reason that everything has to start and
essentially you live and die by your
market is because if you get this part
wrong nothing else is gonna matter after
all if you don't clearly identify and
articulate your ideal target market that
perfect person that perfect prospect
that you're trying to attract well then
you're not gonna be able to come up with
the right messages you're gonna be
advertising and marketing on completely
the wrong channels you're gonna be
saying the wrong things you probably
sang them in places that none of them
are even active or present on so
everything hinges on really
dialing this in first and foremost it's
that important one of the greatest ways
to succeed when it comes to marketing
when it comes to planning and really
designing that ideal campaign is to try
to understand and try to know your ideal
target market even better than they know
themselves one of my good friends likes
to say that the one that succeeds with
their market isn't the one who
understands them best but the one who
makes them best feel understood and this
is totally true but the way you make
them feel understood is by understanding
them because you have to know what makes
them tick you've got to know all the
stuff that's going on upstairs you've
got to know their fears and their
frustrations and their dreams and their
goals and everything they're trying to
achieve so that you can position your
marketing campaign or your business or
your offer as the solution to their
problems and to help guide them to the
promised land so how do you get to know
your target market better well there's
no easy way to do this there's no real
fun way to do this in fact this is
probably the most boring and tedious and
labor some part of the entire marketing
process really comes down to doing some
proper marketing research trying to read
what your customers read trying to watch
what they watch trying to listen to what
they listen to really trying to get into
their heads and understand what they're
going through how they think the words
they use the terminology the jargon all
of that stuff a little bit of a bonus
insider tip here as well a secret that
will really help you to succeed and to
understand them a little better is to
try to pick up some of the books that
are being marketed to them as well for
even more depth than even more insight
here's what I mean let's say for example
that you're trying to do marketing for
financial advisors well of course you
could go talk to financial advisors you
could interview them you could survey
them you could find out what kind of
content they read what magazines they
subscribe to what websites they visit
all of that stuff you could also go to
Amazon and you could look up financial
advisor marketing books and you could
buy all of them which I strongly suggest
you do because it's gonna be really cost
effective to just go buy all of the
books that are being marketed and sold
to financial advisers so you can read
them you can understand what the authors
are trying to communicate what the
authors believe is valuable information
and hopefully the authors have done some
decent research
they're using the right terminology in
the right words and all of this content
you're going to be able to sort of
integrate into your own messaging when
you're talking to your market all right
so the next part is the author now that
you've got that market really dialed in
you know who they are you know what
their problems are and all of that well
now it's time to come up with a
compelling and an intriguing and ideally
and irresistible offer to put in front
of them because nothing's gonna happen
with your marketing campaign until you
make that offer until you go out there
and you put yourself in front of them
and you essentially invite them to do
business with you or to take that next
step
essentially the offer is the what it's
what you're selling and you want to make
sure that you're selling something that
people actually want I totally get it
that sounds so obvious so painfully
painfully obvious it you'd be amazed at
how many times I do an audit or I'm
looking over a client's marketing
materials and I'm reading through
everything and when I get to the offer
it's just not that good not only is it
not irresistible it's really resistible
often it's bland boring vanilla it just
gets completely lost this is why the
offer is such an incredibly important
part of your overall marketing campaign
and of your overall marketing strategy
and you really want to spend some time
here now the beauty is is that the offer
is going to be in relation or in regards
or correlated with your target market so
the way you come up with that really
compelling really irresistible offer is
first by understanding your ideal target
market again what are their pains their
problems on their fears and their
frustrations and what are their goals
and their dreams and their desires and
their aspirations and then your offer is
that bridge that helps them cross the
gap away from all the pain and towards
all the good stuff that they really want
another thing when it comes to offers is
you always want to be trying to sell a
painkiller rather than a vitamin a
painkiller is something that resolves an
immediate need an immediate pain that
they're experiencing right now today
whereas a vitamin is going to help them
ward off some future problem or future
issue or essentially something that
they're not really experiencing right
now today which means they're far less
likely to act this is why something I
always say when I'm taking a look at
offers is you want to sell them what
they want and then give them what they
need later
there's no point here and going out
there and trying to
change the world with your great product
and your great service by telling them
about all the future benefits they could
experience when they just don't want it
right now sure they might need it but
they don't want it so they're not gonna
buy it much better off to just sell them
what they want listen to what they want
give them that and then try to wrap in a
little bit of the good stuff that's
going to help them because that's of
course what's really gonna make the
impact and the change in their lives the
other thing that's important to talk
about when it comes to offers is the
difference between a hard offer and a
soft offer or a direct offer and a
transition offer you see there's going
to be a small percentage of your market
who's ready to act right now they've got
the credit card in hand they're looking
for a solution and they're ready to buy
but this typically makes up only around
three percent of your potential target
market this is where you want to come
out with that hard offer with that
direct offer and say alright here's the
solution to your pain here's how much it
costs here's how you buy it this works
great but what about the other ninety
seven percent of the market who's not
quite ready to buy right now it might be
ready to buy at some point in the future
maybe the near future maybe even the
medium or far future well this is where
we come up with the soft offer or
transitional offer and this is a really
low barrier really easy to do type of
offer that's going to be something that
requires very little commitment on their
part but still gets them to take that
first step that micro commitment this
could be something like free download a
free pdf or guide or cheat sheet free
video series anything like that you've
all seen them before
you've downloaded them before you know
exactly what I mean this helps to bridge
the gap and it allows you to make that
hard offer later when they're ready all
right the third element that you need
when you're planning out an effective
marketing campaign is a marketing funnel
or a sales funnel essentially when it
comes to creating really profitable
really effective marketing campaigns
that initial sale whether it's a hard
offer or a soft offer well this is just
one piece of the puzzle and the way that
massively profitable campaigns are built
are through a series of different steps
that you can guide and walk someone
through which gives you a higher
likelihood of increasing customer
lifetime value or CLV CLV customer
lifetime value is probably one of these
single most important metrics you could
ever know when it comes to marketing
because this tells you the lifetime
value of a customer to your business
the higher the value of the customer the
more that you're able to spend to
acquire that customer and the more
revenue potentially profit that your
business can generate this is why if
you've got a business that just makes a
one-off sale for say a hundred bucks
it's gonna be really hard to scale
because you're gonna have to repeat this
again and again and again
with all kinds of different clients and
customers on the other hand if you sell
something for a hundred bucks right away
then you offer an upsell or a down sell
or a cross sell any of the other cells
or you offer a subscription service or a
continuity or a membership or a back-end
high ticket offer or any of these other
kind of marketing terminology jargony
words that essentially just mean ways to
provide more value in exchange for
different levels of service well the
greater the likelihood that you're going
to increase that customer lifetime value
which gives you a way bigger marketing
budget to play with and allows you to
deliver way more value when more
services to your customer the point here
is to understand and to appreciate that
that initial sale is really just one
piece of the puzzle and you've got to
make sure that you understand how this
marketing campaign how this offer how
this product or service or whatever it
is you're selling how it fits into the
overall picture and the overall customer
journey so that you continue to offer
greater and greater levels of service
and generate greater greater levels of
revenue alright time to talk about step
number four which is placement and one
of the few areas that I see people still
making a ton a ton of mistakes that's
costing them time and energy and money
and just wasting all of their marketing
so let's make sure that you avoid that
by doing the right things in the right
place so how do you do that
well it all circles back again to that
market to your ideal customer avatar to
that person that you're trying to market
to you need to really understand who
they are and what they're all about so
that you can understand where they're
spending their time online and offline
so you can go there and ignore
everything else where they are is prime
real estate it's the goldmine of where
your customers attention is everywhere
else is the marketing wasteland places
that they're not active they're not
present so neither should you be it
sounds so simple in theory yet when we
get excited with all the new platforms
and the new strategies and the new
videos that come out saying we need to
be over here or we need to use this
social media network or we need
this strategy well it's easy to
understand why people get caught up in
the excitement and in the euphoria of
finding new untapped markets and new
untapped channels when the reality is if
your people aren't there you really
shouldn't be going there you want to go
where your people are focus there double
down there and your odds of success
increase exponentially it doesn't matter
whether we're talking about traditional
marketing or digital marketing or any
other kind of marketing that ever comes
up the principle is still the same
you need attention you need eyeballs you
need your customers to understand who
you are what you do and how you can help
them and the only way that's going to
work is if you locate where they are and
then put your stuff there all right
let's move on to the next step in
designing a really profitable marketing
campaign which on the surface is
probably gonna sound like the most
boring part but I assure you this is the
most exciting part because this is where
the real money is made and I'm talking
about of course metrics and analytics
the reason that this is such an
incredibly important part when it comes
to designing effective marketing is
because you really need to know what's
working and what's not and the only way
to really do that from a quantitative
point of view is actually take a look at
all your numbers and really figure out
what's working and what's not beauty is
is it takes emotions right off the table
this is not an emotional decision rather
it's purely logical you can just lay out
all the stuff in front of you and see
all right this is providing two-to-one
return on investment this uh
three-to-one return on investment and
this channel is losing us everything
probably unsurprisingly then you want to
do more of that even more of that and
none of that and yet nobody does this
nobody spends the time to really break
down all the numbers figure out what
metrics are important and which ones
they can ignore and figure out which
channels are delivering the results and
which ones are just wasting their time
money and energy this is why you don't
need to have a PhD in marketing
analytics or metrics don't even sure
that exists but regardless you don't
need to have this super super in-depth
knowledge of marketing to understand
what actually works you just need a
basic foundation a really sort of
rudimentary level and understanding of
what metrics and what key performance
indicators or KPIs you want to pay
attention to so that you can sort of put
them against each other in a cage match
where only the strongest marketing
channel wins
for example if you're comparing how much
it's gonna cost you to reach different
segments of the market you want to look
at the metric CPM or cost per mil which
essentially says how much this couldn't
cost you to reach a thousand people if
you want to measure obviously the cost
per click you'll look at CPC and you'll
be able to see which sites and which
metrics and which networks and all of
that stuff is going to provide better
leads there same thing goes with Cpl or
cost per lead or CPA cost per
acquisition all these other terms that
are somewhat confusing but once you've
looked at them enough times it starts to
become really clear and really evident
which channels are making you money and
which ones are losing you money which
comes down to the most important metric
of all ROI or return on investment which
is really what this all is all about
you see marketing's goal is to get you
more customers to increase revenue to
make you money so if it's not doing that
it's not doing a very good job and you
need to hold it accountable alright I
covered a lot of concepts in this video
which is why the next thing you're gonna
want to do in the next piece of the
puzzle is to check out the video I have
linked up right here on introduction to
marketing so make sure to check that out
now and I'll see you in the next episode
PR market research social media content
marketing search engine marketing or
search engine optimization pricing and
pricing psychology
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