Ep #018: Scaling to a nine-figure business using influencer marketing (with Sean Frank)

[01:27]: Introduction to Ridge

[02:17]: Joining Ridge

[03:39]: Agency Brand Dichotomy

[05:41]: Importance of working for an agency when starting up

[06:44]: Working with agencies at Ridge

[08:13]: Marketing budget of a 100-million-dollar brand

[09:51]: Percentage of marketing budget spent on influencer

[10:39]: How Ridge spends its influencer marketing budget on influencers

[12:16]: Team Dynamics

[14:03]: Reasons why influencer is Sean's favorite channel of marketing

[15:42]: Gaining influencers’ trust

[17:15]: Sean vs Cody. Who’s right? (Seeding vs Pay for Post

[19:43]: Leaning towards YouTube on pay-for-post ads

[22:40]: Losing money on pay for post

[23:18]: Importance of user-generated content (UGC)

[25:23]: Benefits of paying for post despite half the bids losing money

[26:45]: Number of creators Ridge has worked with long-term

[28:23]: Expanding into different products launches with community

[30:51]: Drawback of having consistent influencers to work with

[32:59]: People getting started with influencers but concerned about ROI

[34:29]: Word of mouth

[36:07]: Working with Macro Talent

[38:54]: Advice for a 10-million-dollar brand starting out with influencer marketing

[40:48]: Inherent risk of marketing.