The Bottom Line: Ecommerce Tactics for Profitable Growth

In this episode, we’ll be talking to Micheal Brandt the CEO of Health Via Modern Nutrition(HVMN), and how he is forming partnerships with sports personnel such as triathletes, and pro-cyclist as well as influencers to scale their business. [04:35]: Michael's background in creating a product for a brand [07:51]: Expenditure on HVMN influencer [11:03]: Measuring the impact of an Influencer [13:43]: Attributes of remarketing as a result of partnerships [16:05]: Creating brand awareness through influencers' handles [18:10]: Utilizing long-term relationships by partnering with influencers [23:07]: Inspiring partnerships [24:11]: Michael's role in the first partnership [27:19]: Building sustaining relationships [33:50]: Takeaways on brands that wanna work with influencers Cody Wittick: Twitter‍ Taylor Lagace: Twitter Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!

In this episode, we’ll be talking to Bren Daniel the associate director of partnerships at Caraway Home, and how they went long-term with influencers, setting themselves up for success in the long run.   [01:31]: Introduction to Bren and Caraway [05:06]: Affiliate commission budget [05:49]: Caraway Influencer marketing team [07:01]: Attribution for growth [08:18]: Budget for other influencer projects [10:10]: Dealing with leaked links [12:51]: Defining an ambassador [14:14]: One-off post vs long-term ambassadors [17:16]: Caraway Inbound post rate [19:56]: Other unique parts of the contract [22:42]: Ambassadors' channel split [25:52]: Performance under influencer content [28:03]: Tech Stacks [30:10]: Using Grin as a one-stop shop [32:02]: Advice to brands getting into Influencer marketing Cody Wittick: Twitter‍ Taylor Lagace: Twitter Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!

In this episode, we’ll be talking to Sean Frank the CEO of Ridge, and how he worked alongside a wide range of influencers and used the pay-for-post model with creators to scale Ridge to a nine-figure brand. [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. Cody Wittick: Twitter‍ Sean Frank: Twitter Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!

In this episode, we’ll be talking to Jack Rubin the co-CEO of Purdy & Figg, and with the help of micro-influencers, how he tripled its growth. [01:12] Introduction to Purdy & Figg.   [02:08] Sibling dynamic in running a business. [04:47] Purdy & Figg’s origin story. [07:30] Stumbling across Kynship. [09:38] Jack’s approach to outsourcing. [13:18] Previous outsourcing experience. [16:16] Influencer stats to Purdy & Figg campaign. [18:28] The element of surprise. [20:46] Advise to brands. [23:07] Continual handholding with influencers. [25:14] Building a long-term community gem. [26:18] Influence of marketing goals. [28:10] The influencer pyramid theory. [30:17] Taylor’s remark. Cody Wittick: Twitter Taylor Lagace: Twitter

In this episode, we’ll be breaking down everything you need to know about the Influencer marketing budget calculator to help you effectively budget for the forthcoming year: [01:12]: Four quarter accounting principles [02:05]: Target breakdowns sheet [03:35]: Differences and the splits in the budget [06:18]: Influencer marketing budget and options [08:46]: Influence marketing budget recap Influencer Marketing Budget Calculator Cody Wittick: Twitter‍ Taylor Lagace: Twitter

Listen in as we answer rapid-fire questions that are common in influencer marketing & marketing in general   [01:59] Q1: What about rev share or brand equity deals? [06:10] Q2: What Platform should I be on? Should I expect sales? [08:52] Q3: Does Influencer marketing apply to B2B? [10:57] Q4: Unboxing experiences: why are they so important? [12:44] Q5: What has iOS14 done to influencer marketing? [15:21] Q6: Favorite influencer marketing tools/software? [17:49] Q7: Tool to examine if influencers' metrics are not compromised [20:14] Q8: Should an influencer be independent or signed up with an agency? [21:59] Q9: How to find the true cost of a creator [23:25] Q10: What's the right method to choose influencers to work with? Cody Wittick: Twitter‍ Taylor Lagace: Twitter

Brands that don’t adapt their influencer strategies miss out on new customers while also paying for content that very few people see. Listen in as we dive into everything you need to know about whitelisting. [00:31] The definition of whitelisting [01:36] Difference between whitelisting & boosting posts [02:38] Why majority are interested in whitelisting [06:34] Kynship's whitelisting success stories [09:05] Practical steps to take to get started with whitelisting [10:47] Metrics to look out for when seeking Whitelisting partnership success [14:55] Lookalike audiences vs Broad audience targeting [17:48] Examples of failed whitelisting partnerships Cody Wittick: Twitter‍ Taylor Lagace: Twitter‍

Today we're gonna get into the nitty gritty of paid media, our strategy at Kinship, and how we implement all influencer content to get 150 plus assets. In this episode, you’ll learn: The difference between a good ad & a bad ad How to effectively launch content into ads Max out your ad account with dynamic creative testing How to maximize the efficiency of Cost Caps Best practices for Facebook/Meta ad account Cody Wittick: Twitter‍ | Taylor Lagace: Twitter ‍ Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!

Do you have an awesome product but your influencer marketing isn’t taking off the way you had hoped? Influencer marketing is a wonderful tool for direct-to-consumer brands with well-established products. It works great for many businesses but can fall short for those who are not executing it in the right way. So, in this episode, I will be sharing the top ten reasons we see influencer marketing not working for brands and what you can do to avoid these common mistakes. You can find show notes and more at: http://www.kynship.co/blog/012  

Planning a Black Friday/Cyber Monday marketing strategy is the key to standing out from the crowd of advertising. Unfortunately, there is also the looming recession to consider, so for many business owners, budgets are getting tighter than usual. So, how can you make the most of your marketing budget while still getting quality content that you can use to promote your brand? In this episode, I will be sharing what steps to take to get high-quality content while being mindful of costs, shipping, and timelines. You can find show notes and more at: http://www.kynship.co/blog/011