The Bottom Line: Ecommerce Tactics for Profitable Growth

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.

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/ This week Matt Mullenax from Huron joins us as we dive into the world of business, entrepreneurship, and the strategies behind successful brands. In this episode, titled we have a fascinating conversation with a former investment banker turned entrepreneur who has navigated the turbulent waters of Wall Street and the world of direct-to-consumer retail. From working at Bonobos to launching their own personal care brand, Huron, our guest shares valuable insights into influencer marketing, brand partnerships, and the measurement of campaign efficacy. Join us as we explore the power of collaboration with content creators and the importance of building genuine connections with audiences. [00:01:25] Matt’s story: Investment banker turned entrepreneur creates skincare brand. [00:05:48] Eliminate transactional sense, let product speak. [00:12:10] Diverse audience, not just fitness influencers. [00:15:15] Finding creators, running content on paid property, cultivate ongoing relationships, launch new releases. [00:20:39] Targeting creators with 5k-50k followers. [00:22:47] Measuring influencer efforts to drive sales. [00:25:25] Small spend and making friends. [00:30:12] Get product out! 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

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, Richard Chapple joins us on the podcast and we delve into the fascinating success story of Gymshark and how they built their brand through influencer marketing. We explore the strategies and techniques that Gymshark used to target their niche audience of fitness enthusiasts on Instagram and discuss the importance of understanding the rational and emotional needs of customers in selecting the right influencers to represent the brand. Richard is a seasoned expert in retail and ecommerce and shares valuable insights on tracking and measuring traffic and conversion from influencers. We also take a deep dive into the impact of social proof and how Gymshark leveraged authentic content and positive reviews to drive sales. We also uncover the secrets to finding influencers who genuinely appreciate the product, resulting in lower advertising costs. [00:00:58] Richard’s story! [00:08:08] Gymshark’s business strategy changed and how it changed through mutual contact.  [00:12:48] Instagram as a valuable influencer marketing platform. [00:16:04] Social proof, celebrity endorsements, and low entry costs drive conversion.  [00:19:26] Gymshark's marketing structure, influencer partnerships, and gender shift. [00:23:13] How influencers can help each other grow. [00:29:38] Two steps: clarity and tracking for success. [00:33:38] Product targets extroverts in the gym. [00:35:53] Brand clarity drives customer advocacy and engagement. Cody Twitter: https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2HwTaylor Twitter: https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw

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/ [00:02:55] FTC updates guidelines on advertising practices. Consult attorney for specific situations. [00:06:56] FTC rules on disclosing connections in advertising. [00:11:37] Social Snowball: Modern affiliate platform, eliminating code leaks, tiered system, easy payments. [00:15:13] Disclosure of receiving free products for review. [00:19:49] Consider relationships and legal implications of posting. [00:24:38] Track influencers, analyze metrics, and reach out. [00:28:28] Disclose video content's connection in ads. [00:32:45] Customer reviews & disclosure rules clarified. [00:33:52] "Low risk tolerance, influencer product endorsements" [00:37:15] Contact us on Twitter for influence marketing help. In this week’s episode we are joined by Rob Freund to dive into the world of influencer marketing and the latest updates from the FTC regarding influencer endorsement guidelines. We discuss the importance of clear and conspicuous disclosure between advertisers and endorsers, exploring scenarios where disclosure is required and where it becomes a gray area. Take a deep dive with us into risk tolerance, relationship disclosures, and priorities in influencer outreach and examine the legality of customer and user-generated content for brands, highlighting the FTC's perspective on the matter.  Cody Twitter: https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2HwTaylor Twitter: https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw