The Bottom Line: Ecommerce Tactics for Profitable Growth

Ep #018: Scaling to a nine-figure business using influencer marketing (with Sean Frank)

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In this episode, we’ll be talking to Sean Frank the CEO of Ridge, and how he worked alongside a wide range of influencers and used the pay-for-post model with creators to scale Ridge to a nine-figure brand.

  • [01:27]: Introduction to Ridge
  • [02:17]: Joining Ridge
  • [03:39]: Agency Brand Dichotomy
  • [05:41]: Importance of working for an agency when starting up
  • [06:44]: Working with agencies at Ridge
  • [08:13]: Marketing budget of a 100-million-dollar brand
  • [09:51]: Percentage of marketing budget spent on influencer
  • [10:39]: How Ridge spends its influencer marketing budget on influencers
  • [12:16]: Team Dynamics
  • [14:03]: Reasons why influencer is Sean's favorite channel of marketing
  • [15:42]: Gaining influencers’ trust
  • [17:15]: Sean vs Cody. Who’s right? (Seeding vs Pay for Post
  • [19:43]: Leaning towards YouTube on pay-for-post ads
  • [22:40]: Losing money on pay for post
  • [23:18]: Importance of user-generated content (UGC)
  • [25:23]: Benefits of paying for post despite half the bids losing money
  • [26:45]: Number of creators Ridge has worked with long-term
  • [28:23]: Expanding into different products launches with community
  • [30:51]: Drawback of having consistent influencers to work with
  • [32:59]: People getting started with influencers but concerned about ROI
  • [34:29]: Word of mouth
  • [36:07]: Working with Macro Talent
  • [38:54]: Advice for a 10-million-dollar brand starting out with influencer marketing
  • [40:48]: Inherent risk of marketing.

    • Cody Wittick: Twitter‍

    Sean Frank: Twitter

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    The Bottom Line: Ecommerce Tactics for Profitable GrowthBy Cody Wittick & Taylor Lagace
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