Shows
The Bottom Line: Ecommerce Tactics for Profitable GrowthHigh ROAS is KILLING Your Brand (And You Don't Even Know It)Here’s a tough pill to swallow — chasing a high ROAS might actually be costing you growth and customers.Over the last few months, we’ve been deep in the weeds with brands trying to “beat” their ROAS targets, only to realize they’re leaving massive opportunities on the table by focusing on the wrong metric.In this episode, we’re tearing down the myth that higher ROAS is always better. Instead, we show why the smartest brands are going after the lowest sustainable new customer ROAS to dominate ad auctions, outbid competitors, and drive real profitabi...2025-06-0423 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthFix Your Meta Ad Account in 60 Minutes: 10 Fatal Errors From 50 Real-World AuditsHere’s a harsh truth for you…Your Meta ad account is probably bleeding money as we speak. Over the last six months, I’ve been elbow deep in 50+ ad account audits. I’ve gone through all the slides, dug into all the data, and I just keep seeing the same costly mistakes over and over again. And we’re not talking about a few bucks here and there. We’re talking about hundreds of thousands of dollars left on the table. So I’ve put together the top 10 Meta ad account mistakes that are bleedin...2025-05-2123 minThe Bottom Line: Ecommerce Tactics for Profitable Growth3 Creative Pipelines Every DTC Founder Needs: How We Create 3,000+ High-Converting Ads MonthlyStruggling with creative burnout? You’re not alone. Most DTC brands do. They cycle through the same ad concepts, watch their CAC climb, and wonder why scaling feels impossible. In this episode, I break down the three distinct creative pipelines that power our 3,000+ monthly ad machine – systems any founder can implement regardless of team size. You'll discover why traditional creative approaches fail at scale, how to build self-replenishing content streams, and the exact framework we use to generate high-converting creative without endless production costs. Whether you're hitting a growth ceiling or planning your next phase of exp...2025-05-0729 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthMonkeyFeet: From $0 to $13.5M in 18 Months with Paul JacksonImagine Joe Rogan organically promoting your product to his audience not once, not twice, but four times…Sounds too good to be true, right? Well, that’s precisely what happened to this week’s guest, Paul Jackson. Paul is the mastermind behind MonkeyFeet and the co-founder of Animalhouse Fitness, a fitness company dedicated to developing innovative solutions that help fitness enthusiasts achieve their goals in an environmentally conscious manner. Paul shares their incredible journey from launching during the pandemic to reaching Joe Rogan through seeding and making $13.5 million in just 18 months. If you’re ready t...2025-04-2330 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThis Natural Cleaning Products Company Went From £452K to over £50M+ with Paid MediaSo, you’ve got a killer product… Now what?In this episode, Purdy & Figg co-CEOs Jack and Charlie Rubin explain how they grew from £452K to over £50M on a £25 product. Their rapid growth didn’t come from luck or cheap hacks, but from an obsession with product uniqueness, customer retention, and brilliant offer design. Thanks to their bold bets, they didn’t just scale, they exploded, and they’re here today to explain exactly how. They also reveal why they’re saying “no” to US expansion (for now) and how sticking with the UK is a power move, not a l...2025-04-0943 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThe Truth About Agency Pricing: Getting the Best Deal is the WORST Thing for Your BrandIn this hard-hitting episode, we expose the fundamental flaw in how brands select marketing agency partners. The marketing landscape has shifted dramatically – what was once a choice between one or two specialized partners has become a crowded marketplace with hundreds of agencies competing for your business.The result? A dangerous race to the bottom on pricing that's creating a false economy for brands seeking growth.We break down real agency economics with unfiltered transparency, revealing exactly what happens when you're offered four team members for just $4,000 monthly. The math doesn't lie: with junior media buyers co...2025-03-2626 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThe Hidden Money Lever in E-commerce That Most Founders MissStruggling to convert more leads? You’re missing the secret ingredient… In this episode, we’re joined by Rabah Rahil to reveal how you can generate more leads, increase conversions, and scale your revenue with just a couple of tweaks. Rabah is the CMO of FERMÀT, an AI native commerce platform that optimizes shopping experiences, leading to best-in-class shopper engagement and conversion. Rabah’s platform allows businesses to test offers, funnels, and messaging without disrupting their website experience. We talk in-depth about the importance of congruency between ads and landing pages, how to leverage AI, and ide...2025-03-1238 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThis Founder Walked Away from $100M to Disrupt the Sleep IndustryWhy would the founder of a $100M company walk away and enter an incredibly tough industry?Easy. To fix a problem no one else would.Meet Kevin Lavelle, founder of the menswear company Mizzen+Main, who recently launched his second company, Harbor. Harbor offers a revolutionary baby monitoring system, unlike anything that exists today. The camera and monitor connect directly to each other—even without access to the internet.This industry has long been dominated by two companies that offer subpar products and cheap Chinese products that are even worse. So, how does Ke...2025-02-2639 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThe Hybrid Model is Killing Your Ad Account (And How to Fix It)Doing highest volume and cost controls at the same time? We hate to break it to you, but you’re probably sabotaging yourself… In this episode of The Bottom Line, we tackle yet another myth about cost controls: the idea that you can successfully run a hybrid ad model. Meta’s auction dynamics make it damn near impossible for cost controls to perform while running alongside highest volume campaigns. It’s like trying to drive a car while pressing the gas and the brake at the same time!But don’t worry, we got you! In...2025-02-1215 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthWTF Do Our Media Buyers Do All Day? (And the uncomfortable truth about yours)The latest episode of The Bottom Line shatters common misconceptions about media buying, as hosts Cody and Taylor from Kynship delve into the intricacies of modern digital advertising. They address the myth that media buyers simply "set it and forget it," revealing the strategic depth and constant analysis required for successful campaigns. The hosts provide a behind-the-scenes look at how their team spends time on forecasting, creative analysis, and offer optimization rather than making frequent in-platform adjustments. They explain the importance of understanding metrics beyond in-platform CPAs, such as blended new customer ROAS and overall business profitability...2025-01-2230 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthDebunking Cost Control Myths: My budget isn't spendingIn the first Bottomline episode of 2025, Cody and Taylor take on the contentious topic of cost controls in Facebook advertising, offering a masterclass in advanced media buying strategies. They begin by demystifying the three types of cost controls - bid caps, cost caps, and minimum ROAS - and explain why they exclusively use cost controls across all their accounts. They systematically dismantle common myths, particularly the notion that cost controls restrict spending. Through compelling arguments and real-world examples, they demonstrate how cost controls can actually lead to increased spend and better performance by eliminating wasteful ad spend...2025-01-0828 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthOptimizing Your P&L (with Drew Fallon)There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.Go to: https://www.getsaral.com/ and get a 7-day free trial.----------------------------------------------------------In this insightful episode of The Bottom Line, we sit down with Drew Fallon, co-founder and CEO of Iris, an AI-powered profit planning platform for consumer brands. As the former CFO of MadRabbit, Fallon brings a...2024-12-1132 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThe Winning Formula To Grow Is Not Paid: It's Organic (with Joe Welstead)Join host Cody Wittick on this insightful episode of The Bottom Line, where he sits down with Joe Welstead, the innovative founder of Oshun, a hydrating supplement company. Joe shares his journey from building his first brand, Motion Nutrition, over 6-7 years to launching Oshun with a fresh perspective and lessons learned.In this conversation, Joe reveals the missteps he avoided the second time around and how he's embracing a simplified approach with Oshun. They delve into the strategical shift from launching multiple products to focusing on one SKU, and the decision to hone in on a...2024-11-1323 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthThe Best Episode on Website Optimization You've Ever Heard ( with Chase Clymer)Join hosts Cody Wittick and Taylor Lagace on this special episode of The Bottom Line, as they dive deep into the intricacies of achieving industry benchmarks and optimizing e-commerce performance. Featuring guest Chase Clymer, the episode unpacks numerous facets of conversion rate optimization (CRO), product-market fit, and holistic customer journeys.Chase shares his journey in leveraging tools like ChatGPT and heat mapping software to create and test landing pages rapidly using the AIDA formula (Attention, Interest, Desire, Action). Through personal experiences and actionable insights, he emphasizes the need for authentic influencer content, robust filtering and sorting options...2024-10-3032 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthWhy People Hire an Agency - Strong Opinions with Cody WittickJoin host Cody Wittick on this special episode of The Bottom Line, where he delves into the critical role of strong opinions in agency-client relationships. Cody recounts his recent experiences—one frustrating and one successful—while redesigning Kinship's website, showcasing the impact of strategic insight versus mere execution.Learn why combining strategy with execution is vital for any business looking to thrive. Cody emphasizes the key differences between agencies, freelancers, and contractors, and why having a partner who can provide strategic guidance can make all the difference. If you're juggling multiple roles, from founder to head of grow...2024-10-1609 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthMaximizing Enterprise Value & Planning For Exit (with Jason Somerville)In this episode of The Bottom Line, hosts Cody Wittick and Taylor Lagace engage with Jason Sommerville from GW Partners to delve into the nuances of maximizing enterprise value for founder-owned companies. With over $50 billion in executed transactions, Jason brings his vast expertise in capital markets and strategic planning to the table.Tune in as Jason demystifies common misconceptions about ad efficiency on Meta and Shopify when adding new sales channels like Amazon. He also underscores the importance of building a robust brand outside of Amazon before incorporating it as a sales channel, drawing attention to success...2024-10-0239 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthHow Rootine's Organic Content Hits 10M+ Views (with Rachel Sanders)In this episode of The Bottom Line, host Cody Wittick sits down with Rachel Sanders, the CEO and co-founder of Rootine, a brand revolutionizing the future of supplements by using unique health data for targeted products.Rachel dives into how her investment banking background fortified her business acumen and aided in the daily operations at Rootine. This episode also touches on the strategy behind her organic social virality, with some of her reels amassing 5 to 10 million views.Tune in to gain crucial insights on product innovation, marketing spend, and the power of organic social content.2024-09-2521 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthAll You Need To Scale? One Customer (with Tom Brown)In this episode of The Bottom Line, host Cody Wittick sits down with Tom Brown, the "Shopify DTC Guy," to unpack his journey from bootstrapping D2C brands to seven figures and working with 2,000+ merchants monthly.Tom shares his expertise on staying laser-focused, avoiding shiny object syndrome, and the power of customer obsession. Get the inside scoop on his new project, House of Neon, revolutionizing custom LED signs, and the lessons learned from Posted Protein.Tune in for tactical insights on influencer marketing, logistics, and scaling your brand.-----------------------There is...2024-09-1826 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthInside Kynship: Breaking Down Our Ad Account Structure - Part 2 of 2Join Cody Wittick as he discusses campaign structuring, the importance of diversified creatives, and the rationale behind using cost cap adjustments in media buying. Cody also explores how to manage ads when campaigns or ad sets stop spending and strategies for launching new creatives effectively.Learn about the effective use of cost controls to maintain efficiency at target, the impact of diversified creatives, and how to maximize ad spend potential. Plus, discover the best practices for creative testing and when to make campaign adjustments.----------------------------There is a problem today with too much...2024-09-0410 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthInside Kynship: Exploring Our Ad Account Philosophy - Part 1 of 2In this episode, we delve into the nitty-gritty of our ad account philosophy, creative testing, and advanced marketing tactics.Join Cody Wittick as he discusses audience testing, the significance of Advantage+ Shopping Campaigns (ASC), and the rationale behind using cost controls in media buying. Cody also explores why separating testing and scaling campaigns might not be the best strategy and the importance of creative testing at a high level.Learn about the effective use of cost controls for holding efficiency at target, the impact of broad audience targeting, and how creative can unlock ad spend...2024-08-2124 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthNavigating Low CAC: Nik Sharma Shares Tactical Insights & StrategiesIn this episode, we delve into the world of Ecommerce growth, savvy marketing tactics, and impactful influencer strategies.Join us, Cody Wittick and Nik Sharma, as we discuss Nik's investment journey, including his role in Black Wolf Nation, emphasizing the importance of owning a 3PL for cost-saving. We explore the significance of celebrity power in driving sales and the need for authentic user-generated content amid the saturated market.Learn about the financial literacy of founders, the challenge of finding good investment opportunities, and the need for staying ahead with low CAC (customer acquisition cost) strategies...2024-08-0729 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthWhat's Working Now on Meta? What Always Has (with Andrew Faris)Welcome to The Bottom Line! In this episode, our discussion centers around the fascinating world of meta ads and the power of machine learning in optimizing ad performance.Join us, Cody Wittick and Taylor Lagace, as we dive deep with Andrew Faris, former pastor turned Ecommerce maestro and current CEO of AJF Growth. We explore the intricacies of Facebook's meta machine learning system, successful strategies for media buying, and the importance of good creative and solid financial planning.Learn about the new feature ASC vs. BAU, and why it’s more about repackaging existing principles th...2024-07-2442 minThe Bottom Line: Ecommerce Tactics for Profitable GrowthIntroducing The Bottom Line: New Name, Same MissionWe are back! Welcome to The Bottom Line! We've rebranded and leveled up from The Influencer Marketing Blueprint, keeping our Honest Ecommerce Conversations On Tactics For Profitable Growth, now with a fresh, broader perspective.Join us, Cody Wittick and Taylor Lagace, as we take you on a journey through the evolution of Kynship. Discover why we made the leap from The Influencer Marketing Blueprint and how we've expanded from influencer marketing to a comprehensive approach to Ecommerce growth, including contribution margin forecasting, meta ad accounts, and creative services.Get ready to dive into the epic...2024-07-1020 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthPaul Jauregui discusses his success and insights with TikTok shopPaul 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...2024-04-1748 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthPreston Rutherford discusses his 9-figure exit from apparel brand ChubbiesIn 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 Di...2024-04-0340 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthForecasting Series Part 3: Nate Gunn Discusses the Impact Forecasting had on the success of his brandThis 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...2024-03-2743 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthForecasting Series Part 2: How to create and analyse a forecastIn 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 Go...2024-03-2019 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthForecasting Series Part 1: How to forecast and what makes a good forecastThis 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...2024-03-1319 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthMatt Holtwick: The role influencer marketing has played at chomps.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:
00:0...2024-03-0629 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthThe importance of clarity in content creation, targeting and influencer partnershipsThis 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.
2024-01-3133 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthJordan Bass from HOP WTR: Methodology and Approach to Influencer Marketing in a Retail BusinessIn 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
2024-01-1029 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthBFCM Recap and Preparations for Q1In 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...2023-12-2034 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthMatt Bertulli: The Power of SeedingWelcome 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!
2023-12-1935 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthSteven Borrelli: How Cuts Clothing Leverage InfluencerIn 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...2023-11-1536 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthJeremiah Prummer: Maximising AttributionIn 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!
2023-11-0145 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthDavid Baker: The Evolution of Influencer MarketingIn 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...2023-09-2745 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthLily Comba: Cultivating Growth with an Influencer Marketing ProgramIn 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 br...2023-09-0640 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthCaleb Ulffers: The value of influencers creating real contentOn 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...2023-08-3037 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthRob Fraser: How Outway leverage brand ambassadors for long term successBrought to you by:
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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...2023-08-2344 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthFounder of F*** You Pay Me. The Glassdoor for Creators.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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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...2023-08-1634 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthMatt Mullenax: How we leverage influencer at HuronBrought to you by:
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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...2023-08-0233 min
2X eCommerce PodcastHow to Roll Out a Sustained Micro-Influencer Strategy → Cody WittickOn today’s episode, Kunle is joined by Cody Wittick, Co-Founder of Kynship, a California-based influencer agency with the goal of serving and connecting D2C brands with influencers and content creators around the world. At the tail end of 2020, Taylor Lagace, Cody’s partner and a Co-Founder of Kynship, brought us into the world of Influencer Marketing and how it was a complex ecosystem with wanna-be influencers and unengaged or fake followers. Alongside those negative intricacies, many brands have cracked the code of influencer marketing and skyrocketed their growth. In 2021, he again sat with Kunle...2023-07-3041 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthThe Power of Influencer Marketing: Gymshark's Rise to SuccessBrought 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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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 bra...2023-07-2642 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthDecoding the FTC: Understanding New Endorsement Guidelines for Influencer Marketing With Rob FreundBrought 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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[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, e...2023-07-1938 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #025: Original Grain's Selective Approach to Influencer Partnerships (with Nate Lagos)In this episode, we talk to Nate Lagos, Head of Marketing at Original Grain. He shares insights into their marketing strategy and is selective about which influencers they work with and has found success with YouTube creators that have highly engaged audiences within their niche.
TIMESTAMPS
[02:00]: Nate's Background
[02:40]: Original Grain's annual growth revenue
[03:39]: Original Grain's marketing revenue percentage
[04:14]: Original Grain's influencer marketing percentage
[05:14]: 6x revenue in Q1
[07:12]: Original Grain's attribution measurement
[08:18]: Product niche testing
[10:00]: Niche testing category
[12:04...2023-06-1431 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #024: Navigating the Legalities of Influencer Marketing (with Robert Freund)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 lawsuits2023-05-3133 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #023: The power of celebrity: How A-list talent has grown HexClad (with Jason Panzer)In this episode, we’ll talk to Jason Panzer, the president of HexClad. We will be talking about having top-tier celebrity talent as the face of their brand. We get into what is equity, how they structure their agreement, how they get in touch, and just really the story of Gordon Ramsey and HexClad and how that has transformed their brand in the past couple of years.
TIMESTAMPS
[02:40]: Jason's background
[03:53]: About HexClad
[06:24]: HexClad’s annual growth revenue
[09:27]: HexClad’s Influencer marketing budget
[13:41]: Marketing influencer approach process
[17:49]: Partnership negotiation conversation with Gordon Ramsey
[22:15]: Other HexClad partners
[26:01]: Negotiating with Gordon Ramsey
[27:47]: Gordon...2023-05-1843 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #022: Using authenticity to attract consumers and Influencers (with Jake Karls)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]: Ma...2023-04-1926 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #021: Optimizing Scale by using Cost Cap Bid Strategy on Facebook (with Dan McCormick)
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 laun...2023-04-0642 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #020: Getting to seven figures by establishing partnerships (with Michael Brandt)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 wa...2023-03-2239 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #019: Increasing revenue by onboarding ambassadors (with Bren Daniel)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
2023-02-2238 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #018: Scaling to a nine-figure business using influencer marketing (with Sean Frank)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...2023-02-0843 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #017: Why Micro-Influencers Matter To Your Business (with Jack Rubin)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...2023-01-1936 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #016: Influencer Marketing Budget CalculatorIn 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
2022-12-0711 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #015: Influencer Marketing Rapid FireListen 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] Q...2022-11-2326 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEP #014: Influencer Whitelisting: What you need to knowBrands 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: Tw...2022-11-0923 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEP #013: Facebook/Meta Ads Explained: The smartest approach to dynamic creative testing & cost capsToday 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...2022-10-2721 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #012: The Top 10 Reasons Why Influencer Marketing Isn’t Working For YouDo 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
2022-10-1218 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #011: Marketing Strategies For Black Friday During A RecessionPlanning 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...2022-09-2818 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #010: User-generated Content: How To Get Authentic Content for Your BrandUser-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. You can find show notes and more at...2022-09-1419 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #009: The Influencer Marketing Pyramid: Why One Person Can’t Do it AllBuilding 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 reco...2022-08-3124 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #008: How to Create Amazing Content For Your BrandContent (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. You can find show notes and more at: http://w...2022-08-1718 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #007: Connecting with Athletes to Promote Your ProductsIf 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 pa...2022-08-0326 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #006: How to Get Started on Your Influencer Marketing JourneyNo 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. You can find show notes and more at: www.kynship.co/blog/006
2022-07-2733 min
2X eCommerce PodcastS07 EP18: How to Roll Out a Sustained Micro-Influencer Strategy w/ Cody WittickOn today’s episode, Kunle is joined by Cody Wittick, Co-Founder of Kynship, a California-based influencer agency with the goal of serving and connecting D2C brands with influencers and content creators around the world. At the tail end of 2020, Taylor Lagace, Cody’s partner and a Co-Founder of Kynship, brought us into the world of Influencer Marketing and how it was a complex ecosystem with wanna-be influencers and unengaged or fake followers. Alongside those negative intricacies, many brands have cracked the code of influencer marketing and skyrocketed their growth. In 2021, he again sat with Kunle...2022-07-2344 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #005: Are You Ready To Invest in Influencer Marketing?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. You can find show notes and more at: www.kynship.co/blog/005
2022-07-2027 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #004: How To Find Influencers for Your BrandInfluencers 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. You can find show notes and more at: www.kynship.co/blog/004 2022-07-1328 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #003: The Beginners Guide to Influencer MarketingIf 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. You can find show notes and more at: www.kynship.co/blog/003
2022-07-0628 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #002: Discovering the Path To Entrepreneurial SuccessEvery 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. You can find show notes and more at: www.kynship.co/blog/002 2022-07-0636 min
The Bottom Line: Ecommerce Tactics for Profitable GrowthEp #001: Welcome to the Influencer Marketing Blueprint PodcastWelcome 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. You can find show notes and more at: www.kynship.co/blog/001
2022-06-2532 min