Influencer Marketing Blueprint

Paul Jauregui from BKBeauty joins Cody in this episode of the Influencer Marketing Blueprint to share his insights on TikTok shops and how they have experienced significant growth and success on the platform. They went from $300,000 in sales to $1.2 million in January on TikTok shops alone. Paul discusses the process of getting on TikTok shops, the integration with Shopify, and the importance of product seeding and influencer partnerships. He also emphasizes the power of social commerce and the halo effect of TikTok on other platforms.

00:00 Introduction to TikTok Shops

09:23 The Journey of BKBeauty and the Power of Product Seeding

16:33 Getting on TikTok Shops and the Closed Loop System

32:13 Trends and the Halo Effect of TikTok Shops

43:44 Final Thoughts and Advice on TikTok Shops

In this episode of the Influencer Marketing Blueprint, your co-host Cody sits down with Preston Rutherford to discuss his 9-figure exit from apparel brand Chubbies. Preston co-founded popular men’s lifestyle brand Chubbies and shares his insights on measuring brand success, optimizing for contribution margin, and leveraging partnerships with influencers.They discuss the importance of brand building, the controversy surrounding it, and the integration of brand into direct response marketing.This conversation highlights the need for a holistic approach combining brand, influencer marketing, and profitability to drive long-term success. 00:00 Introduction 02:18 Defining Brand 07:53 The Controversy of Brand 12:18 Including Brand in Direct Response 26:21 Partnerships with Influencers 32:54 Bringing Brand, Influencer, and Profitability Together 35:48 Key Takeaways

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

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

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

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.

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And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

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:

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:

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:

Welcome back to another exciting episode of IMB! In today's episode, we have special guest Matt Bertulli joining us. Matt is here to share his insights on the power of gifting out items, the impact of iOS on social media platforms, and the importance of creating high-quality ads. Join our hosts, Taylor and Cody, as they delve into fascinating discussions about marketing strategies, authenticity in influencer seating, the value of user-generated content, and the art of scaling a business. Tune in for an engaging conversation filled with valuable nuggets of wisdom and practical advice. Let's dive in!

[00:02:27] World's first compostable phone case brings sustainability.

[00:05:06] UGC spreads brand, but doesn't always work.

[00:08:17] Low-cost content production with significant output impact.

[00:11:03] Meaningful jump in gifting this month.

[00:14:08] "Fake, manufactured crap damages brand value."

[00:18:00] Brands find non-paid ways to thrive.

[00:20:05] Influencer seeding builds trust and trust drives ad success.

[00:24:56] Don't predict, just go for the best creative.

[00:29:21] Expanding product categories without changing tactics.

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:

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:

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:

On today's podcast, we have special guest, Caleb Ulffers, CEO and founder of Haven Athletic. Get ready to dive into the world of influencer marketing as Caleb shares his experiences and insights. Want to know how to find the perfect social media influencers for your brand? Caleb has got you covered! We'll discuss strategies for building relationships with up and coming influencers and the benefits of collaborating with them to create authentic content. Plus, we'll explore the importance of effective affiliate marketing and tracking the success of influencer campaigns. Whether you're a business owner looking to expand into a new realm or an aspiring influencer yourself, this episode is packed with valuable information and inspiration. So, let’s dive in!

[00:00:00] Caleb discusses influencer marketing's importance for branding.

[00:04:19] Starting the business.

[00:10:04] Defining month: CrossFit Games boosted awareness.

[00:11:44] Product designed for athletes in various sports.

[00:17:43] Looking for up-and-coming social media influencers.

[00:23:21] Early building, influencer content, affiliates and video creators.

[00:27:45] Affiliate programs with tiers and loyalty rewards. Create high-quality incentives.

[00:33:05] Choosing an agency depending on your size and needs.

[00:35:55] Get help with your influencer marketing campaign.

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:

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:

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/

Welcome back to Influencer Marketing Blueprint, the podcast where we dive deep into the world of influencer marketing and the ever-evolving landscape of digital content creation. In today's episode we have a very special guest joining us, Lindsey Lugrin from FYPM (aka "F*** You Pay Me"). Lindsey shares her personal experience that led her to create this powerful platform for creators and influencers.

Join hosts Cody and Taylor as they delve into a thought-provoking conversation with Lindsey about the challenges of influencer marketing, the impact of cancel culture, and the importance of building genuine connections with influencers. We'll also get an exclusive look into the recently released "creator pricing benchmark report," which contains valuable insights from thousands of reviews and brands.

[00:02:57] FYPM: Personal experience leads to success.

[00:07:36] Seed guys exploiting influencers, but love brand. Introduction to FYPM.

[00:11:33] Brands undervalue veteran influencers.

[00:13:16] Influencer report reveals trends and ratings of brands.

[00:17:36] Aligning with influencers & potential controversy.

[00:25:48] Beneficial influencer relationships lead to business growth.

[00:30:51] Influencer marketing advice.

[00:31:30] Niche up, find your customer's interests.

Cody Twitter:

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:

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:

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:

In this episode, we talk to Robert Freud, an advertising attorney, to discuss the legalities of influencer marketing. We cover various topics such as FTC regulations, Mr. Beast's recent giveaway controversy, and usage rights for brand content. The conversation emphasizes the importance of understanding the legal side of influencer marketing to avoid abuse and legal issues.

TIMESTAMPS

• [03:10]: Robert's background

• [04:17]: Robert's transition into influence marketing

• [07:15]: Mr.Beast viral giveaway

• [10:12]: Robert's craziest case relative to influencer marketing

• [13:43]: Consequences of breaking lawsuits

• [18:03]: Attorney opportunities on influencer lawsuits

• [20:28]: Percentage of brands caught with lawsuits

• [23:31]: Who's liable, the brand, agency, or Influencer?[24:58]: What is the Federal Trade Commission?

• [27:06]: FTC's purpose

• [28:38]: Calculating the amount to sue for

In this episode, we’ll be talking to Jake Karls, the co-founder of Mid-day Squares. Today will be talking about how telling a unique story assists Mid-day in building relatability with consumers and attracting the right influencers to work with.

TIMESTAMPS

[01:01]: Getting Mid-day into 3000 stores.

[01:33]: Business split. (D2C/Retail)

[02:04]: Size of business.

[03:55]: Family dynamic in a business partnership.

[05:01]: Market penetration secret.

[07:10]: Building a brand in public.

[10:14]: Getting awareness for a brand.

[11:49]: Inbound vs outbound percentage.

[12:14]: Marketing budget spent on influencer.

[13:47]: Budget breakdown.

[15:09]: ROI of Influencer.

[15:59]: Tapping into affiliate marketing.

[17:24]: Driving traffic to stores through ads on Meta.

[18:10]: Scalability of customized photo strategy.

[19:40]: Influencer approval process.

[20:36]: Influencer marketing manager.

[21:31]: Advice to brands working with influencers.

[22:43]: Video customer service.

In this episode, Dan McCormick, the Founder, and CEO at Create Wellness, will be talking about how he’s been using cost cap bid strategy on Facebook (with the assistance of Kynship) to be their fastest rising D2C client.

TIMESTAMPS

• [03:36]: Dan’s background.

• [08:20]: Create Wellness brand overview.

• [09:57]: The launch progress & projected goal of Create.

• [11:15]: Marketing channels.

• [13:45]: Utilizing relationships in pitching Create.

• [15:30]: Dan's philosophy.

• [19:13]: Feedback from Influencers.

• [24:00]: Facebook ban on Create's ad account

• [26:51]: Issue at the beginning of launching ads.

• [27:49]: Eye opener for launching creative pieces for Create

• [29:57]: Facebook ad performance.

• [32:03]: Lessons from product launch.

• [35:45]: Subscription model for acquiring more customers.

• [37:22]: Advice to brands.

KEY LESSONS & QUOTES 

• “Creative drives company brand, company brand then drives creative” – Dan McCormick

• “The top-down approach has its place in a company, but there's also a place for listening to who your product resonates with and then building from that.” - Dan McCormick

• “It’s not worth doing pay for post influencer in your first 6-12 months until you don't need very strict ROAS calculations on what that placement's going to get you.” – Dan McCormick

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

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

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.

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

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?

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

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

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.

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.

User-generated content gives your potential customers an idea of how your product/service could fit into their lifestyle and is a great way to authentically resonate with your audience while keeping them engaged. Unfortunately, gathering this content can be time-consuming and tedious, which is where UGC platforms come into play. But are UGC platforms all they’re cracked up to be? In this episode, we will be sharing everything you need to know about UGC platforms so that you can make an educated decision about marketing options for your business.

Building a strong influencer marketing program for your business can be time-consuming and monotonous when you’ve got the rest of your company to take care of. It is also a lot of work for just one person to do an excellent job of alone. So, how do you begin incorporating influencer marketing into your marketing plan if you don’t have spare time? In this episode, we will explain the benefit of hiring an agency or outsourcing this part of your marketing to ensure you get the most reach with the most return.

*This episode was recorded directly after episode 6*

Content (whether this is video, written, or imagery) is the most important piece of marketing for your brand. More than ever before, customers are choosing to research products and services through their online presence and the influencers who are promoting them. However, as an entrepreneur or business owner, it can be tricky to know when to start creating content and where to even begin. So, in this episode, we will be explaining how to go about creating amazing content for your brand without blowing out your marketing budget.

If you’re a brand with a product that caters to athletes or folks who watch sports, then you would probably love to get your products in the hands of an athlete so they can promote your business. So, how do you connect with these athletes to make this dream a reality? And where do you even begin when reaching out to teams and individuals? In this episode, we discuss everything you need to know about having your products promoted by athletes (both professional and college level), including how, when, and where to go to find the athletes to partner with.

No matter what niche you are in, you can find influencers who have established themselves as authorities in that industry. These people have built respect and trust with their audience and have a following that will purchase anything they recommend. But how do you get your product into the hands of these individuals? In this episode, we will be explaining how to get started with influencer marketing for your business and how to gift your products to influencers for optimal creative video content.

Influencer marketing as a channel has proven to be incredibly powerful for brands and businesses to grow their reach towards their targeted audiences. But how do you know when it is the right time to start investing in influencer marketing for your brand? And once you’re ready to start investing, how do you go about getting started? In this episode, we break down the “when” and the “how” of influencer marketing for your business.

Influencers gain the trust and loyalty of their viewers and can quickly bring those viewers to your brand if you decide to work with them. This type of marketing is not restricted to celebrities either. Many brands are turning to influencers who have built highly engaged smaller audiences. So, where can you find these influencers? And how do you decide which influencer is right for your brand's marketing? In this episode, we will share tips and tricks for finding and choosing influencers for your business.

If you have searched influencer marketing online, you’ve probably come across plenty of conflicting information. Who do you reach out to? How do you get started? What even is influencer marketing? It can be incredibly difficult to navigate influencer marketing as a brand if you don’t know what you’re doing. So, in this episode, we’re going to break it down and guide you through the basics so that your brand can start upping the marketing game and increasing revenue.

Every entrepreneur has a story. The journey of success is always filled with ups and downs, and that's part of what makes each entrepreneur unique and knowledgeable about their given topic. In our last episode, we learned about Taylor’s background, exploring how his experience within this space has led him to a greater understanding of influencer marketing. This week, we’re taking a deep dive into Cody’s background, specifically how he discovered the power of influencers’ ability to build trust and sell products.

Welcome to Influencer Marketing Blueprint! You deserve to have a blueprint for influencer marketing that is guaranteed to bring you the success you have worked so hard for—this is where we step in. Each week, your hosts Cody Wittick and Taylor Lagace will be sharing key insights and expert knowledge that drives revenue, not just likes on your social feed. Are you ready to take action? Let’s dive in.