The Bottom Line: Ecommerce Tactics for Profitable Growth

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.

In this weeks episode, we have a special guest, David Baker, who will be sharing his insights and expertise in the world of influencer marketing and brand building. David's journey began with mommy bloggers and their innovative approach to generating ad revenue and building brand relationships. Now, with the rise of social media platforms like Instagram, YouTube, TikTok, and Twitter, the fundamentals of content creation have extended beyond the written word to include photos, videos, and more. Join us as we explore David's experiences working with influential players in the industry and his deep understanding of the dynamics between brand image and profitability. From his background in consulting to leading growth for Bonobos and overseeing L'Oreal's in-housing of programmatic media, David has a wealth of knowledge to share. We'll also delve into the importance of striking the right balance between branded content and influencer partnerships, as well as the evolution of the value exchange in influencer marketing. So, get ready to dive into the world of brand building and influencer marketing with our guest, David Baker! [00:03:02] Business school graduate led to growth at Bonobos, L'Oreal. [00:05:54] Mommy bloggers led influencer marketing evolution. [00:09:08] Value exchange has evolved into influencer marketing. [00:12:16] Successful campaigns, strong influencer posts, content shift. [00:16:47] Mix of studio, UGC, and influencer content. [00:19:32] Cost caps protect ad spend, with conditions. [00:24:27] Certain categories prioritize Capital B brands over others. [00:26:16] Seeding content helps brands create relatability. [00:31:18] Finding what works for you, not others. [00:32:37] Educating younger audience on skincare ingredients. [00:38:16] Challenges of skincare marketing, influencer relationships important. Starting with seeding and gifting, then affiliate. 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, Lily takes us behind the scenes of her incredible influencer marketing program, which achieved a five times return on investment and generated hundreds of millions of dollars in revenue. She shares her journey from building the influencer team from scratch to scaling the program to unprecedented heights. She shares her insights, strategies, and success stories from her time at Seed. We dive into negotiating contracts with talent agents, the importance of paid usage disclosure, and the power of boosting well-performing influencer content. Lily also talks about joining the Super Affiliate platform and the benefits it’s brought to her influencer program. Stay tuned as Lily takes us on a journey through her influencer marketing program, offering invaluable advice and lessons learned along the way. Let’s dive in! [00:02:14] Developed influencer program at Seed microbiome company. [00:06:48] Rapid growth in influencer marketing at Seed. [00:18:43] Macro community, the importance of metrics & vetting. [00:20:16] Assessing followers vs community determines success. [00:24:01] Paid media boosts influencer content for acquisition. [00:28:32] Tracking influencers and measuring ROI [00:35:09] Introduction to Super Affiliate 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

Caleb Ulffers, CEO and founder of Haven Athletic, discusses the importance of influencer marketing for branding. They cover topics like finding up-and-coming influencers, building relationships, and creating authentic content. They also explore effective affiliate marketing, tracking campaign success, and choosing the right agency for your needs.

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/ In this week’s episode of Influencer Marketing Blueprint, Cody is joined by seasoned entrepreneur Rob Fraser, founder of Outway socks! Rob shares his experiences, challenges, and valuable insights gained over seven years in the eCommerce world. Rob and Cody discuss how affiliate  success isn't a one-size-fits-all formula, what worked for someone else may not work for your brand. The power of partnerships and ambassador programs and the importance of aligning values and authenticity. Rob places particular emphasis on the need to align decisions with your brand's values and purpose. Tune in and listen to the full episode now! Timestamps: [00:03:42] Former professional mountain biker, Rob Fraser, starts an athletic brand. [00:06:15] How they leveraged influential athletes and events. [00:11:27] Saturation marketing generates unmatched brand perception. [00:14:05] Difficult to track event sponsorship's ROI. [00:25:11] Bootstrap brand, raising money, using Facebook groups and human psychology incentives for promotion. [00:29:16] Creating different tiers for affiliates for more volume. [00:32:22] Effective referral app solves code leaks. [00:35:45] Start small and learn before delegating. [00:39:01] Think long term, follow your values. [00:41:28] Learning from mistakes, no one path to success. 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, the hosts interview Lindsey Lugrin from FYPM, a powerful platform for creators. They discuss the challenges of influencer marketing, the impact of cancel culture, and the importance of building genuine connections with influencers. Lindsey shares insights from the recently released 'creator pricing benchmark report' that contains valuable information from thousands of reviews and brands.