The Bottom Line: Ecommerce Tactics for Profitable Growth

This episode is the final part in the forecasting series and your hosts, Cody and Taylor, sit down with co-founder Nate Gunn to discuss the success of his brand Wildbird. He highlights the power of influencer and social media marketing in the mom community, the challenges of transitioning from polished creative to authentic content and the importance of leveraging customer voices in their brand. Nate also highlights the significance of forecasting and working with a fractional CFO to achieve financial goals. He shares insights into designing a profit and loss statement and the benefits of monitoring and adjusting the forecast. 00:00 Introduction and Background 01:09 Wildbird's Baby Carrier Niche 07:46 Success with Influencer and Social Media Marketing 09:33 Challenges with Ad Management 12:59 The Power of Moms as Brand Advocates 14:26 Transitioning from Polished Creative to Authentic Content 19:15 Launching All Available Creative 19:28 The Power of Cost Control in Advertising 20:20 Embracing a New Advertising Strategy 21:18 Balancing Brand Voice and Content Strategy 24:00 The Importance of Forecasting 25:34 Working with a Fractional CFO 26:05 Designing the Profit and Loss Statement 28:29 Monitoring and Adjusting the Forecast 33:26 Building a Bottom-Up Forecast 36:16 P&L Design and Editing 39:26 Testing the Boundaries of the P&L Design 44:26 The Freedom of Clear Numbers and Planning 45:43 The Importance of Community and Collaboration Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. ⁠⁠https://mightyscout.com/⁠⁠ And Social Snowball: Frictionless affiliate programs for your customers & creators. ⁠⁠https://socialsnowball.io/⁠⁠ Cody Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21...⁠⁠ Taylor Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

In this episode, Cody and Taylor discuss the process of building a forecast for a skincare brand. They start by setting goals and objectives, including the brand's desire to sell and exit within three years. They then dive into the details of the forecast, analyzing key metrics such as top line revenue and profitability as well as  identifying opportunities for improvement, such as reducing the cost of delivery and increasing customer acquisition. They also discuss how the forecast ties to in-ad account performance and the importance of performance reporting and execution.  00:00 Introduction and Overview 01:03 Setting Goals and Objectives 04:01 Analyzing the Forecast 05:07 Improving Cost of Delivery 08:50 Opportunities for Growth in Customer Acquisition 10:05 Tying Forecast to In-Ad Account Performance 12:20 Analyzing Average Cost Breakdown 13:51 Translating Forecast to Ad Channel Targets 19:53 Performance Reporting and Execution Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. ⁠https://mightyscout.com/⁠ And Social Snowball: Frictionless affiliate programs for your customers & creators. ⁠https://socialsnowball.io/⁠ Cody Twitter: ⁠⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21...⁠ Taylor Twitter: ⁠⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

This episode is the first of a special 3 part series that looks at all things forecasting. Cody provides an overview of financial forecasting and the importance of grounding decisions in solid, realistic numbers. He highlights the problem with black magic forecasting, where numbers are made up without proper analysis. Cody explains that a proper forecast provides a plan and sets expectations for what is realistic based on the numbers, emphasizing the need for execution to make the forecast a reality. Cody also discusses the role of business goals, customer cohorts, data analysis, and understanding unit economics in the forecasting process.  00:59 The Problem with Black Magic Forecasting 01:27 The Importance of Grounding Decisions in Numbers 03:08 The Purpose of a Proper Forecast 04:06 Executing the Forecast 05:05 Pivots and Adjustments in the Forecast 06:04 Setting Business Goals 07:01 Customer Cohorts and Forecasting 07:28 Pulling Data for the Forecast 08:27 Engineering Forecasts Based on Historical Data 09:24 Understanding Unit Economics and Targets 10:46 Improving New Customer Cohort 11:13 Organizing Campaigns by Financial Outcomes 14:36 Execution and Accuracy of the Forecast 15:34 Next Steps and Role Playing Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ Cody Twitter: ⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21... Taylor Twitter: ⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

In this episode of the influencer marketing blueprint, Cody is joined by Matt Holtwick, the Growth and Retention Manager at Chomps. They discuss Chomp’s history and growth, the role that influencer marketing and user-generated content has played within the brand, the importance of creative diversity and the key metrics for success. Matt shares his insights into Chomps’ strategies for acquiring and retaining customers, as well as their focus on data-driven decision making. He also highlights the benefits of their ambassador program and the impact of UGC content on their marketing efforts.  Timeline:  00:00 Introduction and Background 00:28 Overview of Chomps 01:29 Role of Growth and Retention Manager 03:24 Revenue Split between Wholesale and E-commerce 04:34 Influencer Marketing and UGC 05:47 Chomps' Presence on Amazon 06:23 Budget Allocation for Influencer Marketing 07:37 Types of Influencer Partnerships 09:46 Performance of Influencer Content 10:50 Importance of Creative Diversity 12:56 Content Creation and Usage Rights 15:33 Ambassador Program and UGC 18:19 Factors Contributing to D2C Growth 20:27 Key Metrics for E-commerce Success 22:22 Biggest Learning in a Massive Brand 23:49 Understanding Retail and D2C Customers 26:04 Importance of Data and Customer Messaging Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ Cody Twitter: ⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠⁠⁠ Taylor Twitter: ⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠⁠

This week, Cody, is joined by Mark Ritz, co-founder and CEO of Carnivore Snax. Mark shares his insights on how the company successfully launched on Kickstarter with the help of influencers. Cody and Mark discuss the growth of the brand and the importance of authenticity in partnerships. Mark also dives into the impact partnering with Joe Rogan has had on the brand and leveraging user-generated content for advertising. The conversation finished off with Mark emphasising the need for clarifty in targeting and content creation, as well as the importance of having a unique product in the market.  03:02 Launching on Kickstarter with Influencers 05:00 Success of the Kickstarter Campaign 06:06 Growth of Carnivore Snacks 07:04 Factors Contributing to Success 08:18 The Power of Tribes 09:13 Expanding Beyond the Carnivore Tribe 12:42 Working with Influencers 17:26 The Importance of Authentic Partnerships 18:37 Partnership with Joe Rogan 20:07 Content Creation for Ads 25:28 Advice for Getting Started Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ Cody Twitter: ⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠⁠ Taylor Twitter: ⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠

In this episode, Cody and Taylor interview Jordan Bass, co-founder of HOP WTR. They discuss the challenges of launching a beverage brand during the COVID-19 pandemic and the importance of both direct-to-consumer (DTC) and retail channels. Jordan shares insights on utilizing influencers for both awareness and conversion, as well as the role of paid social media in driving retail activation. He also highlights the value of building a community and leveraging their input for product innovation. This episode is not one to miss, listen now!  01:14 Connecting and Building a Community 02:00 Overview of HOP WTR 03:32 Challenges of Launching During COVID 04:29 Utilizing Paid Social and Influencers 08:13 Percentage of Marketing Spent on Influencer  10:11 Marrying Influencer and Paid Social 12:29 Transition from DTC to Retail 16:45 Utilizing Whitelisting and Repurposing Content 20:29 Leveraging Influencers for Retail Majority Brands 24:50 Building a Micro Influencer Community Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ Cody Twitter: ⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠ Taylor Twitter: ⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠

In this episode, your hosts Cody and Taylor discuss the recap of Black Friday Cyber Monday (BFCM) and the concerns and strategies of clients during that period. They highlight the importance of cost controls and how they can be used to scale ad spend efficiently. They also share success stories of brands that utilized cost controls effectively during BFCM. The conversation then transitions to the strategies for Q1, with a focus on health and wellness brands and an emphasis on the need for a creative flywheel and the benefits of seeding with a variety of content. This episode concludes with a reminder to take full advantage of the low CPMs during the Christmas and New Year period. 01:33 Recap of BFCM 08:52 Cost Controls and Scaling 09:22 Brand Highlight: Omni-Channel Worldwide Betting Brand 15:22 Brand Highlight: Clean Supply Company 21:34 Heading into Q1 25:48 Importance of Creative Volume and Variety Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ Cody Twitter: ⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠ Taylor Twitter: ⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Matt Bertulli, host of the Nine Ops podcast and founder of Lomi and Pila Case, dives into the world of influencer seeding and its impact on marketing. He discusses how gifting products builds trust and drives ad success, while emphasizing the pitfalls of inauthentic content. Bertulli shares insights on creating effective user-generated content and the importance of sustainable business practices, all while navigating the evolving landscape of influencer marketing. Tune in for actionable strategies on scaling your brand and harnessing the power of authenticity!

In today's episode, we are joined by a very special guest, Steven Borelli, the CEO and founder of Cuts Clothing. Cuts Clothing, an e-commerce fashion brand focused on work leisure, has made waves in the industry with their unique approach to influencer marketing. Steven shares insights into how they started by targeting anyone who followed the Cuts account on Kickstarter, eventually collaborating with minor league athletes like Tyler Wade and Walker Bueller, who went on to become professionals and proudly sported Cuts Clothing. Having established a solid foundation, Cuts Clothing has now been worn by top-tier athletes, including the likes of Patrick Mahomes, Steph Curry, Gronk, and Mariano Rivera. Steven opens up about the exciting growth they have seen in the women's wear sector, which has become their biggest area of expansion in recent times. Throughout the episode, we uncover the strategies and tactics employed by Cuts Clothing to build genuine relationships with influencers, including renowned athletes. From dinner outings to interview series, Steven emphasizes the importance of nurturing these connections and how they harnessed the unique circumstances of the COVID-19 pandemic to collaborate with celebrities on exciting brand projects. We also delve into the budgeting aspect of influencer marketing, and Steven reveals that Cuts Clothing has previously spent up to a staggering $7 million on commission deals with influencers. However, he explains how their approach has evolved to focus mainly on women influencers while spending considerably less on men. Join us as we uncover the secrets and strategies behind Cuts Clothing's influencer marketing success, and gain valuable insights into the ever-evolving world of influence marketing. [00:03:02] Early influencer marketing: hunting for sales. [00:03:46] Influencer marketing relies on good product fit. [00:08:24] Celebrities filming videos and taking advantage during COVID. [00:11:06] Athletes, money, relationships, women, clothing & advertising [00:14:08] Shifting to brand building, less emphasis on discounts. [00:21:34] Athlete product seeding builds potential business relationships. [00:25:59] Influencers, creativity, and brand unity in ads. [00:26:58] Content creators are ambassadors representing the brand. [00:32:26] Limited representation creates FOMO. [00:34:12] Limited sales in August and November only.

​​In today's episode, hosts Taylor and Cody sit down with special guest Jeremiah to explore the fascinating realm of influencer marketing and post-purchase surveys. They uncover the secrets behind effective attribution, gain insights into consumer behavior, and learn how brands can leverage surveys to make better marketing decisions. We discuss the psychology of advertising, share personal experiences, and discuss the importance of understanding the longer buying process for products. This episode is full of insightful influencer tips and tricks so take a deep dive with us into the world of marketing analytics and all things influencer marketing! [00:00:00] Influencer marketing: High attribution with surveys. [00:05:40] Psychology of customer buying and advertising myopia. [00:08:03] Influencers influence product purchases over time. [00:10:30] Limited research on brand attribution and survey methods. [00:23:29] Limited attribution for promo codes and surveys. Longer consideration window for influencer marketing. [00:26:08] Influencers have impactful trust, unlike regular ads. [00:30:27] Trust modeling, halo effects & social posting. [00:33:25] Understanding why people buy is valuable. [00:36:22] Differentiate initial discovery from current source. [00:39:37] Trust, brands, revenue, listener perspectives: Joe Rogan. [00:42:04] Customer insight platform launch.