On today’s episode, Kunle is joined by Kaila O’Connor, Founder & CEO of KMO Consulting, a consulting agency that uses affiliate marketing with PR to get brands into top-tier high-traffic websites.

S07 EP26: How to Use Top-tier High Traffic PR Media Outlets as Super-Affiliates w/ Kaila O'Connor

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 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
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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.

How Dapper Boi Redefines Fashion with All-Gender Inclusivity → Vicky Pasche

In this episode of the 2X eCommerce Podcast, Kunle Campbell sits down with Lonnie Bloom, an audit partner at Withum specializing in the e-commerce and technology sectors. Bloom recounts his journey from a budding interest in accounting to his pivotal role in navigating the financial complexities of e-commerce. He shares insights into the challenges and strategies critical for businesses in adapting to economic changes and consumer behavior shifts. The conversation then turns to the significance of audits for e-commerce entities aiming to secure investment and scale their operations. Bloom breaks down the audit process, emphasizing its role in strategic financial planning and the importance of a solid financial foundation for growth. He also touches on the impact of technological advancements in e-commerce, particularly how they streamline operations and enhance customer experiences. Lonnie offers advice for e-commerce ventures grappling with today's market dynamics, focusing on financial savvy, technological integration, and understanding consumer expectations. This episode distills Bloom's vast experience into valuable insights for e-commerce businesses looking to thrive in a competitive landscape. 


Maximising Your eCommerce Capital Raising and Funding Outcomes → Lonnie Bloom

In today's episode of the 2X eCommerce Podcast, we dive into the nuanced world of eCommerce pricing strategies with Aaron Cowper, the mastermind behind ShopGrok. Host Kunle Campbell engages Aaron in a deep discussion on his evolution from a strategy consultant for global giants like PwC and McKinsey to founding ShopGrok, a pivotal force in shaping retail pricing strategies. Aaron's journey from consulting to entrepreneurship showcases a dedicated pursuit of optimizing pricing strategies to bolster eCommerce growth and market presence. Aaron delves into his initial forays into the pricing arena, highlighting his strategic moves and the insights gained from managing pricing at Woolworths, Australia's retail behemoth, during its crucial turnaround phase. This conversation unravels the complexity of pricing in the retail sector, emphasizing the dynamic interplay between online flexibility and brick-and-mortar challenges. A key moment unfolds as Aaron discusses ShopGrok's mission to democratize advanced pricing strategies for eCommerce businesses, spotlighting the critical role of data-driven decision-making in today's competitive landscape. Through detailed examples and personal anecdotes, Aaron illustrates the transformative impact of effective pricing strategies on customer perception, market positioning, and long-term business viability. Listeners are invited to journey with Aaron through the intricacies of eCommerce pricing, uncovering the strategic frameworks that empower businesses to navigate market complexities, optimize profitability, and enhance customer engagement. This episode is an essential listen for eCommerce entrepreneurs, marketing professionals, and anyone interested in the art and science of pricing strategy.

S07 EP26: How to Use Top-tier High Traffic PR Media Outlets as Super-Affiliates w/ Kaila O'Connor

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