Today’s episode is an expert panel discussion from the Commerce Accel Conference. The session was hosted by Kurt Elster, with an expert panel consisting of Gen Furakawa and Soma Toth.

S06 EP44: Audience Building for Q4 Expert Panel: How to scale BFCM revenue without increasing Ad Spend

Hosted by Kunle Campbell, who is an operator of a portfolio of consumer brands, 2X eCommerce is a weekly podcast for ecommerce operators by ecommerce operators. We interview remarkable ecommerce founders and leading enablers of ecommerce growth, with every episode promising to give you at least one growth hypothesis or idea you can test.

Our focus is growing your ecommerce revenues from a cross-functional perspective, be it marketing, your tech stack, operations, finance, or customer experience. We believe that by bringing together insights from a variety of experts, we can help you double the throughput of key ecommerce functions.

2X your eCommerce growth with insights from Kunle and handpicked experts.

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In today's episode of the 2X eCommerce Podcast, we delve into the technical intricacies of influencer marketing with Nadia Bubennikova from Famesters. Nadia provides a comprehensive breakdown of how to effectively scale revenue through performance-driven influencer marketing campaigns on platforms like TikTok and Instagram. The discussion emphasizes the importance of data analytics, strategic influencer selection, and detailed contract structuring to ensure campaign success. Nadia shares her journey from novice to expert, highlighting her experience in developing and executing influencer marketing strategies. She details Famesters' methodical approach to campaign creation, from initial influencer vetting to content production and performance tracking. Key performance indicators (KPIs) such as CPM (Cost Per Mille), views guarantees, and engagement metrics are examined to illustrate how brands can measure and optimize campaign effectiveness. The conversation also covers the nuances of influencer marketing across various industries, stressing the significance of audience alignment and content relevance. Nadia explains the use of advanced tools like TikTok Spark Ads for maximizing campaign reach and driving sales. The episode provides actionable insights into optimizing influencer marketing contracts to protect brand interests and ensure deliverability. Join us as we explore the technical aspects of influencer marketing, offering practical tips and strategies for leveraging social media influencers to drive significant revenue growth in eCommerce. (00:00) - Unlocking Sales with Influencer Marketing: Strategies for Immediate Impact
(01:09) - Diving Deep into Influencer Marketing with Famesters
(01:41) - Nadia's Journey: From Novice to Influencer Marketing Expert
(03:35) - The Evolution and Impact of Influencer Marketing
(05:00) - Famesters' Approach to Influencer Marketing Campaigns
(06:29) - Navigating Industry Nuances in Influencer Marketing
(08:19) - E-commerce and Influencer Marketing: A Synergistic Relationship
(11:09) - Exploring Brand Awareness and Performance Campaigns
(14:20) - The Art of Selecting Influencers for Different Campaign Goals
(17:25) - Understanding Influencer Categorization and Engagement
(21:01) - Maximizing Performance with TikTok and Spark Ads
(25:18) - Key Considerations When Partnering with Influencers
(30:17) - The Importance of Views Guarantee in Influencer Contracts
(31:28) - Exploring TikTok and Instagram Strategies for Influencer Marketing
(33:28) - Diving Deep into Instagram Stories for Effective Marketing
(35:41) - Crafting the Perfect Influencer Contract for Instagram Collaborations
(37:39) - Optimizing Instagram Stories: Views, Offers, and Metrics
(39:16) - The Art of Selecting the Right Influencer for Your Campaign
(50:26) - YouTube Performance Marketing: Views, Contracts, and Audience Engagement
(55:04) - Future Trends in Influencer Marketing and Closing Thoughts

Guest’s Links:Website: Famesters: Full-service influencer marketing agencyLinkedIn: Nadia’s LinkedIn ProfileLinkedIn: Famesters' LinkedInTwitter: Famesters' Twitter Handle
 Connect with 2X eCommerce:Website: 2X eCommerce WebsiteInstagram: 2X eCommerce InstagramTwitter: 2X eCommerce TwitterYouTube: 2X eCommerce YouTube
Subscribe to Our Newsletter: 
Stay updated with the latest insights and tips by subscribing to our newsletter here. Get a Copy of Kunle’s Book 
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.Amazon: Buy on AmazonWalmart: Buy on WalmartKogan Page: Buy on Kogan PageBarnes & Noble: Buy on Barnes & NobleWHSmith: Buy on WHSmith
Creators & Guests
  Kunle Campbell - Host
  Nadia Bubennikova - Guest


Performance-Driven Influencer Marketing Mastery: Generating Revenue at Scale through TikTok and Instagram Posts → Nadia Bubennikova

In this second part of the interview with Sam Piliero on the 2X eCommerce Podcast, host Kunle Campbell continues the conversation from last week, shifting focus from strategic to tactical insights. They delve into advanced strategies for optimizing Google Ads and Meta campaigns, providing actionable advice for eCommerce brands. The discussion covers Performance Max campaigns, cost caps, and mastering creative testing. Sam and Kunle also explore the synergy between Google and Meta advertising platforms, emphasizing the importance of maintaining a consistent marketing budget as a percentage of revenue. Sam shares practical tips on building content and engaging with your audience to stay ahead in a competitive market. Listeners will learn how to effectively use Performance Max campaigns on Google to capture demand and the benefits of using cost caps on Meta for efficient budget allocation. Sam offers guidance on setting up successful retargeting strategies, leveraging dynamic creative, and balancing automated tools with manual oversight. The episode concludes with Sam's perspective on future trends in digital marketing and his advice for businesses to prepare for the rest of 2024. Chapters:
 
Guest’s Links:Website: Sam's Agency: The Moonlighters WebsiteLinkedIn: Sam’s LinkedIn ProfileTwitter: Sam’s Twitter HandleInstagram: Sam’s Instagram HandleOther Links: none mentionedConnect with 2X eCommerce:Website: 2X eCommerce WebsiteInstagram: 2X eCommerce InstagramTwitter: 2X eCommerce TwitterYouTube: 2X eCommerce YouTubeSubscribe to Our Newsletter: Stay updated with the latest insights and tips by subscribing to our newsletter here. Get a Copy of Kunle’s Book Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.Amazon: Buy on AmazonWalmart: Buy on WalmartKogan Page: Buy on Kogan PageBarnes & Noble: Buy on Barnes & NobleWHSmith: Buy on WHSmithCreators & Guests
  Kunle Campbell - Host
  Sam Piliero - Guest


The Right Way to Use Google and Meta Ads to Scale Your DTC Sales from $1M to $10M+ → Sam Piliero (2nd Interview)

In this episode of the 2X eCommerce Podcast, I sit down with Sam Piliero, the founder and CEO of The Moonlighters, a demand gen and capture media buying agency. Sam’s journey from selling lemonade as a kid to working with major players like VaynerMedia and BarkBox is truly inspiring. He shares how these experiences paved the way for creating The Moonlighters, where he focuses on delivering comprehensive growth strategies for brands looking to scale. We dive deep into the intricacies of media buying, exploring the critical differences between demand generation and demand capture. Sam offers practical advice on how to structure your agency for maximum efficiency, highlighting the importance of having growth directors skilled in both Facebook and Google ads. Sam also sheds light on the evolving landscape of YouTube and Meta ads, sharing tips on crafting high-quality campaigns that resonate with audiences. He emphasizes the need to focus on total contribution margin rather than just ROI, advocating for a more holistic approach to measuring business success. We also discuss the power of authentic user-generated content (UGC). Sam explains why genuine customer reviews and testimonials are more effective than ever in today’s market. This episode is packed with actionable insights for any brand looking to enhance their marketing strategies and achieve significant growth. Join us for this insightful conversation filled with expert tips and strategies to help you elevate your brand’s marketing efforts. Whether you’re aiming to optimize your media buying strategy or leverage authentic content, this episode has something valuable for you. Tune in to learn how to drive growth and boost your brand’s success. Best,
Kunlé Chapters:
(00:00) - Introduction to Scaling Your Brand
(01:23) - The 2x eCommerce Podcast Begins
(03:03) - Sam Piliero's Journey: From Lemonade Stand to Media Buying Expert
(08:56) - The Birth of The Moonlighters Agency
(09:58) - Strategies for Scaling from 1 Million to 10 Million in Revenue
(11:54) - Inside The Moonlighters: Agency Structure and Strategy
(15:30) - Demand Generation vs. Demand Capture: Maximizing ROI
(24:27) - Navigating Data Accuracy in a Post-iOS Update World
(26:33) - Decoding Digital Advertising: Insights and Strategies
(27:16) - Navigating Attribution Settings and Conversion Insights
(27:55) - The Trustworthiness of Google Data and Attribution Windows
(29:32) - The Reality of Advertising Metrics: A Case Study
(31:41) - The Importance of Accurate Data and Comprehensive Account Health Checks
(32:44) - Maximizing Business Growth Through Financial Modeling
(37:40) - Exploring the Potential of YouTube Advertising
(40:52) - Optimizing Facebook Advertising: Technical Tweaks and Creative Strategies
(45:03) - The Power of Authenticity in User-Generated Content
(47:36) - Planning for a Deeper Dive: The Promise of Part Two


Guest Links:Website: Sam's Agency: The Moonlighters WebsiteLinkedIn: Sam’s LinkedIn ProfileTwitter: Sam’s Twitter HandleInstagram: Sam’s Instagram HandleOther Links: none mentioned
Connect with 2X eCommerce:Website: 2X eCommerce WebsiteInstagram: 2X eCommerce InstagramTwitter: 2X eCommerce TwitterYouTube: 2X eCommerce YouTube
Subscribe to Our Newsletter: Stay updated with the latest insights and tips by subscribing to our newsletter here. 
Get a Copy of Kunle’s Book Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.Amazon: Buy on AmazonWalmart: Buy on WalmartKogan Page: Buy on Kogan PageBarnes & Noble: Buy on Barnes & NobleWHSmith: Buy on WHSmith
Creators & Guests
  Kunle Campbell - Host
  Sam Piliero - Guest


Ex-VaynerMedia and BarkBox Exec Explains How to Scale from $1M to $10M+ → Sam Piliero

In this episode of the 2X eCommerce Podcast, host Kunle Campbell speaks with Jason Richelson, the founder of Bookkeep, to explore the critical elements of accounting tailored for the online retail space. The discussion centers on the pivotal role of accrual accounting and its necessity for accurate financial management in business operations. Jason's insights help demystify complex accounting practices and highlight their significance in the e-commerce landscape. Jason shares his extensive background that bridges software development and retail. His journey from operating a physical store to developing accounting solutions that cater to the digital economy offers listeners a unique perspective on integrating technology with traditional business practices. The conversation also touches on the challenges and solutions related to payment reconciliation and inventory management in e-commerce. Jason emphasizes the importance of accurate financial tracking and how automation can address common issues faced by online retailers. Further, they discuss the impact of technological advancements in accounting. Jason explains how modern tools and software are streamlining financial processes, making them more efficient and less prone to error. The episode wraps up with a look at future trends in accounting technology, including the potential integration of AI and machine learning. This forecast not only paints an exciting future for e-commerce accounting but also stresses the ongoing need for businesses to adapt and innovate. Find about about Bookkeep: https://www.bookkeep.com/product-overview/?utm_source=2xecom 
Bookkeep is offering 2X eCommerce listeners an exclusive deal: 
Get your first month free! 
Just enter '2XEcom' in the 'How did you hear about us?' field when you sign up.  If you have any questions or need additional information, we're here to help. Take advantage of this special offer to streamline your e-commerce accounting!

How Automating Accounting Fuels E-Commerce Growth → Jason Richelson

In today’s episode of the 2X eCommerce Podcast, we delve deep into the innovative journey of Dapper Boi, a brand at the forefront of all-gender inclusive fashion. Host Kunle Campbell engages with Vicky Pasche, the visionary founder of Dapper Boi, tracing the brand’s evolution from its roots as an androgynous apparel line to becoming a beacon of inclusivity in the fashion industry. 
Vicky shares the initial challenges and breakthroughs that helped shape Dapper Boi, highlighting strategic shifts in product design and marketing that catered to an expanding and diverse customer base. These strategic shifts were driven by a profound commitment to making fashion accessible to everyone, beyond traditional gender norms. A significant turning point for Dapper Boi was its rebranding to fully embrace an all-gender identity, influenced by powerful customer feedback and stories that showcased the brand's transformative impact on people's lives. Listeners will also hear about the complexities of scaling a socially conscious brand within a competitive industry, tackling supply chain issues, and leveraging innovative sales techniques such as equity crowdfunding. Vicky’s dedication to inclusivity provides a compelling narrative on how passion and innovation can fuse to redefine industry standards and create a space where everyone feels they belong.

S06 EP44: Audience Building for Q4 Expert Panel: How to scale BFCM revenue without increasing Ad Spend

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