Ecommerce Playbook: Numbers, Struggles & Growth

How Taylor Holiday Views Influencer Marketing

Mar 14, 2025

Dive into the world of influencer marketing and discover why it's a crucial foundation for brand growth. Explore how effective product seeding can elevate brand awareness beyond traditional ads. Learn the art of building genuine relationships with influencers to drive sustainable demand. Hear insightful anecdotes that highlight the powerful synergy between influencer campaigns and paid media. If you're looking to move past just ads for growth, this discussion is a must-listen!

27:41

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Quick takeaways

Influencer marketing is not just about transactions, but fostering meaningful relationships that drive sustainable brand growth and demand.

Effective product seeding strategies focus on engaging the right influencers to create authentic content and deepen consumer connections.

Deep dives

The Evolution of Marketing Approach

Marketing strategies in the e-commerce landscape are shifting away from traditional media buying, focusing instead on higher-level growth drivers such as product storytelling and brand identity. This change underscores the importance of ensuring that marketing is rooted in the value propositions of products, customer relationships, and overall brand strategy. As a result, brands must prioritize the quality of their narratives over mere distribution tactics, indicating a need for cohesion between marketing and product development. Consequently, effective marketing is becoming more about creating a holistic brand experience that resonates with consumers at various touchpoints.

Intro

4min

Harnessing Influencer Marketing for Brand Growth

20min

Harnessing the Power of Influencer Marketing for Brand Success

3min

In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts.

This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!

Key Topics Covered:

- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.

- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.

- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.

- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.

- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.

If you’re relying too much on paid media and want to unlock new growth levers, this episode is for you.

Show Notes:

- Access Postscript:⁠ ⁠⁠https://bit.ly/4h2v0Lb⁠- The Ecommerce Playbook mailbag is open — email us at ⁠podcast@commonthreadco.com⁠ to ask us any questions you might have about the world of ecomm

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