El secreto para llegar a 10k con tu marca ecommerce en Peru | Joseph Ramirez

Understanding Business Strategy

Introduction to Business Strategy

• The speaker introduces the topic of business strategy, emphasizing its importance for brands across various product types, including clothing and footwear.

Target Audience and Strategy Overview

• The strategy discussed is aimed at brands and involves two levels of awareness: converting cold traffic to warm traffic while nurturing the brand over time.

• This long-term strategy, referred to as a sales funnel strategy, has proven effective for generating significant revenue quickly, as demonstrated by the speaker's experience with Fable Fit.

Sales Funnel Mechanics

• The speaker outlines that while results can be seen from day one, the true effectiveness of this strategy unfolds over a longer period.

• The process involves moving individuals from being unaware (cold traffic) to becoming interested (warm traffic), ultimately leading them to make purchases (hot traffic).

Campaign Structure and Execution

• Two main campaigns are utilized: one targeting cold traffic through social media platforms like Instagram and TikTok, focusing on profile visits.

• The first campaign aims to attract users who are unfamiliar with the brand by using engaging content rather than direct purchase prompts.

Transitioning Traffic Levels

• Once users engage with the brand on social media (e.g., following or liking posts), they transition from cold to warm traffic.

• A second campaign targets these engaged users through personalized messaging campaigns designed for retargeting.

Retargeting Strategies

• This retargeting audience consists of individuals who interacted within the last 30 days. It allows for more direct communication about products and offers.

• Effective communication in this phase focuses on direct sales messages since these users already have some familiarity with the brand.

Cost Management in Campaigns

• Key performance indicators include maintaining low costs per profile visit (ideally under $0.03). Higher costs may indicate inefficiencies in targeting strategies.

Closing Rates and Performance Metrics

• For message campaigns, a closing rate between 5% to 8% is expected due to higher engagement levels among warm leads.

• If cold traffic campaigns show high costs compared to hot ones, it may signal issues such as elevated CPM rates that need addressing.

High CPM and Engagement Strategies

Understanding High CPM Rates

• High Cost Per Mille (CPM) can result from low organic engagement or insufficient budget for cold traffic campaigns.

• A high Click-Through Rate (CTR) can justify a high CPM, allowing for increased audience reach by raising the budget for cold traffic.

Campaign Types and Budget Allocation

• Message campaigns typically utilize images, while video content is standard for traffic generation.

• Cold traffic should be directed towards profile visits using videos, with 50% of the budget allocated to this segment.

Targeting Warm Traffic

• Warm traffic campaigns often use promotional images aimed at generating messages, targeting a CTR of 5% to 8%.

• Allocate another 50% of the budget to warm traffic to optimize customer acquisition through messaging.

Addressing Retargeting Challenges

• Issues may arise from high CPM in retargeting; increasing cold traffic budgets can help lower costs in warm segments.

• Low CTR in retargeting necessitates creative changes; testing new creatives is essential for improving performance.

Closing Sales Effectively

• If closing percentages are low, consider offering free sales courses or enhancing closing quality by understanding client needs better.

• Identify if lack of purchases stems from ignorance or poor offers; adjust product offerings accordingly.

Adjusting Budgets Based on Engagement

• Static margins may shift when CPM rises; increase cold traffic while maintaining warm traffic levels to adapt.

• Brands with higher engagement allow less segmentation and more focus on warm audiences due to existing follower bases.

Strategic Recommendations for Brand Growth

• For brands with substantial followings (e.g., 200,000 followers), allocate 70% of the budget to retargeting and 30% to cold traffic.

• Newer brands should start with a balanced approach (50/50 split), gradually shifting towards more cold traffic as brand awareness grows.

How to Engage with Our Programs?

Contacting for Assistance

• The speaker encourages potential participants to reach out via Instagram or WhatsApp to inquire about joining their programs.

• They emphasize the importance of communication, stating that they can arrange a call to assess if applicants qualify for the program.

• The speaker assures honesty in their evaluation, indicating that if they cannot assist with a participant's methodology or business, they will communicate this clearly.

• They express a commitment to transparency and sincerity in their interactions, reinforcing that it's acceptable not to be able to help everyone.

• The invitation for questions or consultations is reiterated, highlighting an open-door policy for inquiries.