DTC POD - #315 - The 100M+ Impression Strategy with Influencer Seeding feat. Josh Durham of Aligned Growth

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1️⃣ One Sentence Summary

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Josh Durham discusses strategies for efficient influencer marketing growth.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Josh Durham 00:11:50 00:12:02

Evaluating Digital Creator Partnerships: "So over the last, when we're negotiating a deal with a creator, we're looking at the last ten videos. We're not just going off...Because I don't think that there's any true metric to use other than CPM and looking at the total views of that content over time to actually come up with an agreeable number."

Josh Durham 00:17:38 00:17:52

Influencer Marketing Strategy: "And so how we think about that is instead of mass seeding out product, then I would take a small budget and go work with the biggest players in that space. That's how I would approach that."

Josh Durham 00:19:12 00:19:43

Building a Brand Before Influencer Marketing: "Yeah, for sure. So how I like to think about it is, well, number one, if you're not at seven figures yet, I would just invest into paid social and email marketing and search and shopping before I even touch influencer. That's how I think of building a brand first, because a lot of times these influencer posts, it's going to be a one off hit where it's not going to be super consistent unless you're whitelisting through their page. So if you're not at seven figures yet, just stay focused on paid social and email and get to one to three mil."

Josh Durham 00:20:25 00:20:33

Influencer Marketing Efficiency: "And I would really just work on how can I efficiently generate as much content and awareness as possible just for free product weekly."

Josh Durham 00:26:24 00:26:35

Data Scraping vs API in Influencer Marketing: "Know Meta, TikTok. They're all going towards this first party creator data to know where their following is from, how fast their following story clash."

Josh Durham 00:27:26 00:27:55

Influencer Marketing Tools: "So we always set up an evergreen campaign of just, this is a central application for influencers or affiliates to apply, but then creating larger moments throughout the quarter where we're building out campaigns around new product drops, promotions, maybe they're doing something at retail that we're going to have 30 to 40 influencers actually go in store or paying them to go make content about their experience going into target or Walmart."

Josh Durham 00:34:02 00:34:13

Influencer Marketing Strategy: "We basically have three phases that we break down of what we call the influencer roadmap. So the first phase is what we call the design phase, and we're really going to design the foundations of your influencer program."

Josh Durham 00:36:26 00:36:39

Influencer Marketing Insights: "We had one piece of content last, actually in February that had 10 million views. That's when I get excited, is like all this hard work was really worth it."

Josh Durham 00:41:07 00:41:26

Viral Marketing Strategies: "I think that just having that content that you can then edit and making sure that you get the creative rights up front is the most important piece, because if you have to get them afterwards, the rate's going to be way more expensive. And so just establishing that upfront that you have that six month length and creator breaks is going to go a long way."

Josh Durham 00:42:32 00:42:44

Creating Engaging Social Media Content: "I feel like this is so cliche, but making it feel as native and as authentic as possible is going to help you win in the algorithm at the end of the day."

🔑 7 Key Themes

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1. Prioritizing paid social and email marketing. 2. Delegating influencer sourcing and outreach. 3. Negotiating deals focused on consistency. 4. Testing budgets for audience relevance. 5. Building relationships in niche markets. 6. Align Growth's influencer marketing strategy. 7. Repurposing influencer content effectively.

💬 Keywords

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1. influencer marketing, 2. paid social, 3. email marketing, 4. product gifting, 5. influencer partnerships, 6. influencer sourcing, 7. influencer outreach, 8. social media platforms, 9. TikTok marketing, 10. content generation, 11. creator partnerships, 12. performance metrics, 13. CPM, 14. audience demographics, 15. affiliate marketing, 16. UGC creation, 17. top-of-funnel awareness, 18. post-purchase surveys, 19. brand reputation, 20. creative rights, 21. performance UGC, 22. influencer content, 23. organic impressions, 24. brand awareness, 25. influencer programs, 26. influencer engagement, 27. influencer strategy, 28. growth marketing, 29. DTC brands, 30. marketing tools.

Interview Breakdown

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In this episode, Josh Durham, founder of Align Growth, shares his expertise on amplifying direct-to-consumer brands through strategic influencer partnerships and performance UGC. Josh provides a deep dive into the best practices for nurturing influencer relationships and leveraging content to fuel top-of-funnel growth. Today, we'll discuss: - The critical stages of influencer partnership development for brands at different revenue levels - The indispensability of tools like Aspire and Story Clash for efficient influencer sourcing and campaign management - Strategies for fostering consistent and productive relationships with creators to maximize content impact - The pivotal role of testing budgets and demographic research in connecting with genuine and relevant influencers - Insights into Align Growth's approach to measuring the effectiveness of influencer marketing in driving brand awareness and revenue.

DTC Pod Linkedin

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🚀 Powerhouse marketer Josh Durham of @Aligned Growth joins hosts @RamonBerrios and @BlaineBolus on DTC Pod to unveil the "100M+ Impression Strategy" with influencer seeding. Josh breaks down the journey to massive brand awareness — starting with ensuring strong foundations in paid social and search, to gifting products and creating strategic influencer partnerships that can skyrocket a brand from 1 to 5 million a year. He dives into the nuances of influencer sourcing and outreach, the significance of nurturing consistent creator relationships, and how to optimize performance metrics to find the perfect match for your demographic. For those eyeing to scale their DTC venture, Josh's insights are a treasure trove – offering a peek at Align Growth’s successes and strategies in influencer marketing that have led to monumental impression counts at low CPM. Curious about how product gifting can lead to paid partnerships and incredible growth? Tune in to episode #315 of DTC Pod for the road map to influencer marketing mastery. Listen now: [Spotify Link] #dtcpod #marketingtips #growthstrategy #influencermarketing #directtoconsumer #brandawareness #socialmediamarketing #ecommerce

📚 Timestamped overview

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00:00 Went bankrupt, transitioned to brand marketing, enjoyed.

06:57 Sponsoring creators, measuring performance, driving sales via influencers.

10:56 Consistency of views crucial for creator partnerships.

12:06 Testing budget needed for influencer marketing results.

17:15 Reset expectations per brand, work with influencers.

19:12 Focus on paid social, email, search, shopping.

22:42 Source 100-200 creators weekly, optimize opt-in rates.

27:11 Best sourcing and management tool for influencers.

29:54 Guide creators to emulate successful content for clients.

33:53 Importance of tech stack in influencer marketing.

38:21 Excited about new pizza oven, creating content.

41:38 In-house editors create authentic, engaging content.

43:06 Connect on Twitter and visit website. Book call.

💼 LinkedIN - 6 Reasons Post

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Influencer marketing is ESSENTIAL for DTC Brands! On the DTC POD, Josh Durham, founder of Align Growth, reveals six compelling reasons why Direct-to-Consumer (DTC) brands should leverage influencer marketing for exponential growth: 1. It's not about going viral, but consistent growth. Durham advises that the goal with influencers should be consistent viewership over time, not just one-off viral hits. This approach builds brand presence and customer trust more effectively. 2. Strategic delegation increases your outreach. By delegating influencer outreach, as Durham highlights, brands can efficiently contact 100-200 influencers per week. This process can significantly increase brand visibility and potential partnerships. 3. Free product gifting is the gateway. Starting with product gifting allows brands to test partnerships with influencers with minimal risk. Durham explains that this strategy can lead to more substantial collaborations and even retainer-based relationships. 4. Specialized tools streamline the process. Durham recommends using platforms like Aspire and Story Clash, which specialize in influencer sourcing and have strong relationships with major social platforms, making the influencer marketing process more efficient and effective. 5. Volume and niche targeting are crucial. In influencer marketing, especially for niche markets, volume may be limited. Durham suggests building intimate relationships with a small group of influential creators rather than focusing on mass outreach. 6. Proper tracking leads to informed decisions. Relying on tools like post-purchase surveys instead of solely affiliate links allows brands to better attribute revenue to influencers and justify the investment in influencer marketing, as Durham's clients have experienced. TAKEAWAY: Focus on consistent influencer engagement over viral dreams. Delegate for broader influencer outreach. Start with product gifting to open doors. Utilize specialized tools for better influencer connections. Embrace volume in outreach and niche specifics. Track effectively to measure influencer impact accurately. Remember, it's about aligning growth and creating an impactful brand presence with the help of savvy influencer collaborations.

❇️ Key topics and bullets

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Primary Topic: Influencer Marketing Strategy for Brand Growth - Focusing on Paid Social, Email Marketing, and Search - Prioritizing initial investments for brands under seven figures - Embracing Product Gifting and Content Creation for Established Brands - Strategy for brands earning between 1 to 5 million annually - The Role of Influencer Sourcing and Outreach - Importance of consistent outreach to 100-200 influencers weekly - Utilization of tools like Aspire and Story Clash Primary Topic: Efficient Influencer Partnerships and Content Generation - Delegation of Tasks for Solo Founders - Assigning influencer outreach and content generation to team members - Negotiating with Creators for Consistent Views - Focusing on consistent engagement rather than chasing viral content - Volume of Creator Partnerships and Performance Metrics - Balancing volume and metrics like CPM for effective partnerships Primary Topic: Testing and Audience Demographics - Necessity for a Budget Allocated to Testing - Understanding demographics to ensure relevant audiences - Influencer Deals and Usage Rights - Negotiating terms for creative usage to reduce rates - Importance of Volume in Niche Markets - Building strong relationships with a smaller influencer pool Primary Topic: Launching Influencer Campaigns and Align Growth’s Expertise - Strategy Dependent on Brand Influence Level - Customizing approach based on budget and market needs - Josh Durham’s Professional Background and Agency Foundation - Transition from in-house marketer to founder of Align Growth - Specialization in Influencer Content vs. User-Generated Content - Measuring influencer marketing's impact on brand awareness and sales Primary Topic: Attribution and Effectiveness of Influencer Marketing - Limitations and Challenges in Tracking Influencer Impact - The discrepancy between revenue attribution and affiliate links - Direct Rewards and Pre-Purchase Surveys - Methods to track sales and analyze influencer effectiveness Primary Topic: Influencer Relationship and Content Management - The Value of High-Quality Products in Cooperation - The impact of offering free products prior to payment negotiations - User-Generated Content and Influencer Overlap - Challenges and benefits of repurposing influencer content - Aspire as a Key Tool for Campaign Management and Sourcing - Building campaigns and tracking influencer participation with Aspire Primary Topic: Campaign Success and Content Strategies - Achieving Significant Organic Impressions and Low CPM - Leveraging content for brand awareness and reaching a broad audience - Providing Creative Freedom with Guardrails - Delivering creator briefs that guide but do not restrict content - Centralized Platform for Influencer Programs - Utilizing Aspire as a hub for influencer program development and assessment Primary Topic: Scaling Influencer Marketing and Creating Impact - The Three-Phase "Influencer Roadmap" - Outlining the process from design to scaling with a specialized team - Decentralized Approach to Building Influencer Campaigns - Encouraging influencer-driven application processes and brand moments

🎬 Reel script

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Hey, it's Blaine Bolus here from DTC POD, and we just wrapped up a fantastic episode with the master of influencer partnerships, Josh Durham of Align Growth. Josh shared his priceless insights on scaling DTC brands. Starting with his early days pioneering growth at Groove Life, Josh now spearheads influencer strategy, ensuring every partnership drives your brand's awareness sky high. He bets on quality content over viral hits and calls for a dedicated team to reach out to a plethora of influencers weekly. Josh swears by Aspire for creator sourcing, aiming for impressive organic impressions and engagement. For all the entrepreneurs out there, this is the playbook you need for effective influencer collaboration. Check out 'Josh Durham - Aligned Growth' on DTC POD for the full strategy rundown. Trust me, it's a game-changer for your business.

✏️ Custom Newsletter

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Subject: 🚀 Dive into the Secrets of Aligned Growth with Josh Durham on DTC POD! Hey there! Hope you’ve been rockin’ it with your brand and looking for that next big strategy to level up your game! 🎧 **NEW PODCAST ALERT!** 🎉 We just dropped a *must-listen* episode on DTC POD that’s all about scaling your brand through smart influencer partnerships! Dive in as Blaine Bolus and Ramon Berrios chat with Josh Durham, the whiz behind Aligned Growth, and peel back the layers on influencer marketing that actually moves the needle. **Here’s a sneak peek at the deets you’ll snag:** 1. **Prioritization Magic**: Find out why you should master paid social, email marketing, and search before jumping onto the influencer bandwagon if you're not yet raking in those seven figures. 2. **Influencer Outreach Playbook**: Get the insider track on why shooting for 100-200 influencer reaches per week could be your golden ticket and how tools like Aspire and Story Clash can up your game. 3. **The Delegation Lowdown**: Discover the power of handing over the reins of influencer sourcing and content creation when you're a solo founding superhero. 4. **The Creator Connection**: Learn why Josh champions consistent views from creators over one-hit viral wonders and how to dictate the right numbers for your partnerships. 5. **Navigating Niches**: Josh spills the beans on how to establish key relationships when your market feels like a tight-knit community. **And here’s a juicy tidbit:** Josh and his team have cooked up over 100 million organic impressions and know a thing or two about stretching a penny on those CPMs – talk about bang for your buck! As we wrap this up, don’t forget— **You’re amazing at what you do, but a little influencer marketing prowess could be that secret spice you’ve been missing!** 🌟 Keen to learn more? Zip on over to the DTC POD and let Josh Durham lead the way to align your brand with success! And, hey, why not share the wealth? Spread the word and tell your friends about this episode—they’ll thank you later! **👉 Hit Play Now:** [Insert Podcast Link] Keep crushing it out there, [Your Name] P.S. Pop by Aligned Growth Management’s website for a deeper dive into Josh’s strategies. You won’t regret it! Let’s keep this party rolling—connect with us on Twitter, share your thoughts on the episode, and join our community of savvy brand builders! **#DTCPod #AlignedGrowth #InfluencerMarketing** Click unsubscribe here if you’re not into awesome tips for growing your brand (but we hope you are!).

🐦 Business Lesson Tweet Thread

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1/ A treasure trove hides in plain sight for DTC brands looking to scale. It's not just about investing cash into marketing but steering the ship towards true alignment with your audience. 2/ The secret? Start simple. Use paid social, email, and search to build your foundation. Influencer marketing can wait until you hit that seven-figure mark. 3/ Hitting 1-5 million a year? Now's the time. But wield the influence wisely—product gifting, for efficiency in content and awareness. 4/ Take the load off your shoulders. Outsource influencer scouting and engagement. Aim for 100-200 outreach touches per week. Systemize to maximize opt-in rates. 5/ Tap into the power of tech. Aspire and Story Clash aren't just tools, they're your ticket to smoother rides on platforms like TikTok and Meta. 6/ Consistency beats viral flukes. Secure deals with creators that bring steady views. Look beyond the dazzle of one-hit wonders. 7/ Numbers talk. Dive into CPM and total views. Don't just aim for big numbers—seek the right numbers that agree with your brand's heartbeat. 8/ Free product gifting sets the stage, laying the groundwork for possibly deeper, retainer-based creator relationships. 9/ Play smart with contracts. Creative and usage rights can trim costs. Remember, it's a dance of give and take. 10/ When choices are limited by niche markets, forge deep, consistent connections with a few key influencers. 11/ In-house influencer campaigns? Tailor your strategy to your budget, market, and influence sphere. 12/ And here's a win — a client once credited 42% of revenue to influencers. Tracking can be a pain, but manual rewards and pre-purchase surveys can hack the system. 13/ Measure twice, cut once. Quality impressions are more than numbers—they're about audience relevance. Who is actually watching? 14/ Curate reports like they're works of art. Keep track of creators sourced, products sent out, and that oh-so-vital, organic reach. 15/ Understand the chess game of influencer cooperation. Free products aren't just freebies—they're strategic moves towards beneficial relationships. 16/ The blend of influencer content and UGC? It's a delicate dance, ensuring performance without diluting authenticity. 17/ Rights matter. Get them upfront. Then turn good content into gold by editing for impact and platform suitability. 18/ Big moments surge with new products. It's about creating and capturing the wave, not just riding it. 19/ Keep your campaigns fierce with freedom. Creator briefs should be guardrails, not scripts. Inspire, don't confine. 20/ Three's the magic number for your influencer roadmap. Design, build a hub, then launch your dedicated team to the stars. 21/ And for those wanting to delve deeper into this world, Aligned Growth Management opens its virtual doors. Come see how we merge influence and attention to fuel that top-of-the-funnel fire. End/ In the world of DTC, aligned growth isn't just a nice phrase—it's a mission, a journey, and a winning strategy. This is where engagement drives sales, where impressions turn into lasting brand relationships, and where every influencer touch can be your next growth lever.

🎓 Lessons Learned

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Sure, here are concise titles and descriptions for the lessons covered as per the key facts from the episode featuring Josh Durham: 1. **Strategic Investment Order** Focus on paid social, email, and search before exploring influencer marketing for sub-million revenue brands. 2. **Gift Before Paying** For 1-5 million yearly revenue, prioritize product gifting, content creation, and awareness through influencer partnerships efficiently. 3. **Outreach Optimization** Delegate influencer outreach to reach 100-200 weekly, using tools like Aspire and Story Clash for improved rates. 4. **Delegation Necessity** Essential for solo founders to delegate influencer sourcing and content creation to effectively manage campaigns. 5. **Consistency Over Virality** Negotiate with creators for consistent views to ensure steady brand engagement over time, instead of one-off viral hits. 6. **Testing Budget Importance** Establish a testing budget, focus on audience demographics to ensure relevance and avoid non-engaging bots. 7. **Comprehensive Deal Structuring** Start with product gifting and consider retainer-based engagements for multiple posts, negotiating creative and usage rights for better rates. 8. **Niche Relationship Building** In limited niche markets, focus on building deep relationships with fewer influencers for consistent brand partnerships. 9. **Effective Reporting** Maintain consistent reporting on creator sourcing metrics, product distribution, applications, and organic reach to refine strategy. 10. **Content Repurposing Success** Achieve high engagement by repurposing influencer content across platforms, securing creative rights, and editing for platform suitability.

💎 Maxims

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From the insights shared by Josh Durham on the DTC POD episode "Josh Durham - Aligned Growth," here's a repertoire of maxims fashioned to govern successful direct-to-consumer (DTC) brand strategies: 1. **Start Small, Scale Smartly:** Prioritize paid social, email marketing, and search before moving to influencer marketing pre-seven-figure revenue. 2. **Gift Products, Garner Content:** Utilize product gifting with influencers to generate content and brand awareness for brands earning 1 to 5 million annually. 3. **Delegate for Breadth and Reach:** Assign the task of influencer sourcing and outreach to ensure a broad engagement, aiming at 100-200 influencers weekly. 4. **Optimize with Cutting-edge Tools:** Employ tools like Aspire and Story Clash for improved influencer sourcing, specifically on platforms such as TikTok and Meta. 5. **Negotiate with Nuance:** Concentrate on consistent viewer numbers over singular viral content when striking deals with creators. 6. **Measure What Matters:** Keep a sharp eye on performance metrics like CPM and total views to determine the success and terms of partnerships. 7. **Test Budgets, Know Audiences:** Secure a designated budget for testing influencers to ensure your audience aligns with your brand and sidestep ineffective partnerships. 8. **Gift First, Engage Next:** Begin with product gifting for influencer engagement, and consider retainer-based relationships for ongoing content creation. 9. **Creative Rights, Cost-effective Rates:** In negotiations, cut costs by securing creative and usage rights upfront. 10. **Volume and Variety:** Harness the power of volume in sourcing influencers, especially in niche markets where influencer volume may be limited. 11. **Forge Strong Bonds in Niche Networks:** In smaller markets, create deep, steady relationships with a core set of influencers. 12. **Align Strategy with Scale:** Tailor your influencer campaign strategy to your brand’s budget, market presence, and size. 13. **Treat Influencer Marketing as Top-of-Funnel Success:** Assess influencer efforts as a channel for awareness and traffic that can translate to sales over time. 14. **Survey and Reward:** Implement post-purchase surveys and other methods to reward influencers and track their contribution to revenue. 15. **Quality Impression, Not Just CPM:** Vet influencer impressions based on the audience's demographics and locations, ensuring relevance. 16. **Report, Reflect, Readjust:** Maintain consistent reporting on all stages — from creator sourcing to organic reach — and adapt as needed. 17. **Quality Products Lead to Quality Partnerships:** Establish the worth of your products through free samples, creating pathways to subsequent paid collaborations. 18. **Differentiate Content, Maximize UGC:** Recognize the distinction between influencer content and user-generated content for optimal performance. 19. **Editing is Key:** Work on creating engaging repurposed content with strong editorial influence for various social platforms. 20. **Embrace a Decentralized Approach:** Facilitate easier access for influencers by adopting decentralized campaign structures and capitalize on significant product launch moments. 21. **Echo Performance in Briefs:** When briefing creators, provide guidelines, not scripts, drawing on examples of successful brand content. 22. **Central Hub for Coherence and Control:** Use a central hub like Aspire to build out influencer programs and analyze different influencer opt-in rates. 23. **Threefold Path to Influence:** Focus on three main stages - design, centralized management, and scaling - with dedicated teams to oversee strategy, sourcing, and outreach. By integrating these maxims into a DTC brand's strategy, as elucidated by Josh Durham, businesses can lay the groundwork for aligned growth and a successful influencer marketing journey.

🌟 3 Fun Facts

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1. Josh Durham started his marketing journey in-house at a weighted blanket company. 2. Align Growth, Josh's agency, was launched in 2021 after his experience managing seven figures a month in ad spend at Groove Life. 3. Some of Align Growth's clients attribute as much as 42% of their revenue to influencer partnerships.

📓 Blog Post

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### Maximizing Influencer Partnerships for DTC Brands with Josh Durham Building a successful Direct-to-Consumer (DTC) brand isn't solely about having an incredible product; it's about creating awareness and strategically driving growth. On the latest episode of DTC POD, Blaine Bolus and Ramon Berrios dive into conversation with Josh Durham, founder of Align Growth, discussing how DTC brands can efficiently scale their influencer partnerships. #### Laying the Foundation for Influencer Engagement Before allocating resources to influencer marketing, Josh advises emerging brands to solidify their presence in paid social, email marketing, and search. Brands that have not yet hit seven figures in revenue could prematurely burn through capital by investing in influencer marketing without this foundational groundwork. For brands earning between 1 and 5 million USD annually, product gifting becomes a crucial part of the strategy. It’s an efficient way to forge awareness and create a steady flow of content, turning influencers into brand ambassadors without high initial costs. #### Streamlining Outreach with Sourcing Tools Consistency is key when engaging influencers. Josh discusses the value of reaching out to 100-200 influencers per week to optimize opt-in rates. Tools like Aspire and Story Clash, which have robust relationships with platforms like TikTok and Meta, streamline this process. In the DTC space, where time equals money, these tools are indispensable for efficiently managing high-volume outreach campaigns. #### Focused Strategy for Solo Founders Solo entrepreneurs often wear multiple hats, but Josh stresses the importance of delegating influencer outreach. He underlines the necessity for someone dedicated to managing relationships, thus allowing founders to maintain their focus on other critical aspects of business growth. #### Quality over Virality in Content Partnerships When negotiating with content creators, Josh points out that seeking consistent viewership is more advantageous than chasing viral hits. Long-term success stems from steady exposure over irregular spikes in attention. Therefore, agreements should aim to secure consistent content production and use rights to maximize value. #### The Importance of Metrics in Influencer Marketing Performance metrics such as Cost Per Mille (CPM) and total views over time serve as benchmarks when forming influencer partnerships. These figures help brands decide on compensation that reflects the level of exposure the influencer will provide. Establishing a fixed testing budget and closely tracking audience demographics ensure the partnerships target the right consumers and avoid fruitless engagements with inauthentic followers. #### Crafting Authentic Relationships in Niche Markets In niche sectors, where influencer options are not as abundant, Josh suggests building close-knit, lasting relationships with a select group of key influencers. This approach nurtures brand loyalty and often leads to more genuine endorsements. #### Align Growth’s Approach to Influencer Marketing Josh’s agency, Align Growth, specializes in pairing influencer marketing with user-generated content to drive top-of-funnel awareness that translates into sales. By leveraging influencers' organic reach, brands can achieve lower CPMs and higher traffic. Post-purchase surveys are essential tools in attributing these results directly to influencer efforts. #### The Value of High-Quality Product Offerings A discussion with Ramon Berrios brought up concerns surrounding free product offerings. Josh underscores the importance of leading with quality products, advocating for providing products sans payment agreements initially. This step builds trust and lays the foundation for future paid partnerships. #### Merging Influencer Content with UGC Blaine Bolus inquires about the crossovers between influencer content and UGC, highlighting concerns around performance. Josh elaborates on success stories where repurposing content has proved effective. Obtaining creative rights upfront ensures versatility in how brands can leverage influencer material for different stages of the customer journey. #### Increasing Efficiency with Aspire Aspire is singled out as a pivotal tool for managing comprehensive influencer and affiliate campaigns. Josh showcases how it becomes a centralized platform, playing a critical role in creating influential moments for product launches and promotions. #### Conclusion: The Influencer Roadmap Wrapping up, Josh outlines the three phases in his influencer roadmap: design, build a centralized hub, and scale with a dedicated team. This streamlined approach prepares brands for effective strategy implementation, efficient influencer sourcing, and proactive outreach. By following Josh Durham's insights, DTC brands can position themselves to harness the full potential of influencer partnerships, driving measurable growth and market presence.

🎤 Voiceover Script

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Looking to scale your DTC brand but unsure where to put your marketing dollars? Josh Durham of Align Growth joins us on DTC Pod to guide you through the maze of growth strategies. In this episode, we uncover: - Why paid social, email, and search are the triumvirate for brands under seven figures. - The ambition behind reaching out to 100-200 influencers weekly and the tools that make this possible. - The art of deal-making with influencers, focusing on views over virality, and the importance of volume in niche markets. - And finally, how influencer marketing can account for a significant chunk of your revenue, even when affiliate links fall short. Tune in for a can't-miss playbook on fostering long-term, impactful creator relationships and fueling your growth trajectory!

🔘 Best Practices Guide

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**Aligned Growth's Influencer Marketing Best-Practices Guide** 1. **Prioritize Your Platform**: Initially invest in paid social, email, and search, adding influencer marketing as your brand approaches seven figures. 2. **Leverage Gifting**: For brands earning 1-5 million, use product gifting to create content and awareness through influencer partnerships. 3. **Outsource Outreach**: Task team members with influencer sourcing and aim for 100-200 contacts weekly, using tools like Aspire and Story Clash for efficiency. 4. **Opt for Consistency Over Virality**: When partnering with creators, seek steady viewership rather than one-off viral hits, focusing on metrics such as CPM and total view count. 5. **Vet and Test**: Implement a testing budget to ensure influencer audiences are genuine and relevant, avoiding bots and mismatches. 6. **Build Relationships**: Start with product gifting, and consider long-term, retainer-based collaborations with the adjustment of creative and usage rights to optimize costs. 7. **Nurture Niche Influence**: In specialized markets, cultivating close ties with a smaller group of influencers can be more beneficial than broad-scale efforts.

🎆 Social Carousel: Do's/Don'ts

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Absolutely, here's a LinkedIn carousel outline for "10 Tips Every Retention Marketer Needs to Know" featuring insights from the DTC POD episode with Josh Durham. --- **Slide 1: Cover Slide** - 10 Tips Every Retention Marketer Needs to Know --- **Slide 2: Rush Influencers** - Avoid rushing to influencer marketing. Prioritize paid social, email, and search in early stages. --- **Slide 3: Overlook Gifts** - Don’t ignore product gifting. Use it to generate influencer content and brand awareness efficiently. --- **Slide 4: Solo Outreach** - Don't do outreach alone. Delegate it to reach 100-200 influencers weekly, optimizing opt-in rates. --- **Slide 5: Sparse Tools** - Don't use inadequate tools. Apply platforms like Aspire and Story Clash for better influencer sourcing. --- **Slide 6: No Delegation** - Don’t try to manage everything. Assign team members to influencer outreach and content generation. --- **Slide 7: Viral Fixation** - Don't focus solely on virality. Aim for consistent views when negotiating creator partnerships. --- **Slide 8: Ignore Metrics** - Never neglect performance metrics. Use CPM and total views to define successful partnerships. --- **Slide 9: Avoid Testing** - Don't skip setting a testing budget. Understand demographics to dodge bots and irrelevant audiences. --- **Slide 10: Single Deals** - Don’t just make single post deals. Consider retainer engagements for ongoing influencer relationships. --- **Slide 11: Ignore Rights** - Don't forget creative rights. Negotiate these along with usage rights to lower rates. --- Remember to keep the language succinct and informative, resonating with the podcast's focus on providing actionable advice for marketers.

🎠 Social Carousel

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Cover Slide: "10 Growth Essentials Every Marketer Needs to Prioritize" Slide 1: Start Basic Begin with paid social, email marketing, and search to build revenue foundation. Slide 2: Influencer Strategy For 1-5M brands, focus on product gifting and content via influencer partnerships. Slide 3: Delegate Outreach Outsource influencer sourcing and outreach to reach 100-200 influencers weekly. Slide 4: Smart Tools Utilize Aspire and Story Clash to enhance influencer sourcing on TikTok and meta. Slide 5: Engage Creators Prioritize consistent viewership over one-time viral spikes in creator deals. Slide 6: Measure Performance Track CPM and total views to determine fair value in influencer partnerships. Slide 7: Test Budgets Allocate funds for testing to ensure audience relevance and avoid bots. Slide 8: Niche Networks In niche markets, cultivate close relationships with a handful of key influencers. Slide 9: UGC Synergy Negotiate rights to repurpose influencer content, enhancing UGC effectiveness. Slide 10: Connect with Josh For detailed insights and strategies, follow Josh Durham and Aligned Growth. CTA Slide: "Scale Up with Influencers" Ready to grow your brand with influencers? Visit Aligned Growth Management for expert support. 🚀

One Off Tweets

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Tweet 1 Founders, if you're not at seven figures yet, prioritize paid social, email, and search. Diversify your growth tactics early to build a solid foundation. Tweet 2 For brands in the 1-5 million range, product gifting is a game-changer. Collaborate with influencers to create buzz and drive awareness smartly. Tweet 3 Efficiency tip for scaling brands: Get someone on your team to reach out to 100-200 influencers weekly. It's all about optimization and delegation. Tweet 4 Creators with consistent views over time offer better value than one-hit viral wonders. Aim for long-term partnerships to really amplify your brand. Tweet 5 Understanding your audience is key. Invest in a testing budget to ensure influencer audiences align with your brand and aren't just numbers. Tweet 6 Strategic partnerships start with gifting products. If the fit is right, progress to retainer-based relationships that benefit both parties. Tweet 7 Negotiating deals? Don't forget creative and usage rights can lower your costs. Balance quality content with budget-savvy strategies. Tweet 8 In a crowded marketplace, an intimate relationship with a few influential niche players might just be the key to genuine engagement and growth. Tweet 9 Top-of-funnel traffic from influencers shouldn’t be underestimated. Use post-purchase surveys to measure impact and drive sales effectively. Tweet 10 Creators bring your products to life. By sourcing diverse talent, you’re curating a community around your brand that resonates through authenticity.

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Here's a quick pro tip from Josh Durham's playbook for boosting outreach efficiency: If you're aiming to connect with 100-200 influencers weekly, leveraging tools like Aspire can significantly streamline your influencer sourcing process. It's like having a GPS for navigating the vast influencer landscape! 🌐🚀

Mindsets

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If you’re striving to harness the power of influencer marketing for your brand, consider these transformative mindset shifts to enhance your strategy and deployment: 💭 Prioritize building genuine relationships over chasing flashy metrics. This mindset change can lead to a more authentic connection with your audience. Brands should aim to find creators with whom their values align and who resonate with their target demographic, rather than solely focusing on vanity metrics like follower counts. 💭 Embrace the long game by considering influencer engagements as a marathon, not a sprint. Rather than seeking immediate sales spikes, understand that influencer partnerships can compound in value over time, creating lasting brand awareness and fostering customer loyalty. This shift helps set realistic expectations for the kind of returns you may see from influencer strategies. 💭 See value beyond direct attribution by recognizing the broader impact of influencer collaborations. While direct sales are important, acknowledging the role of influencers in top-of-funnel activities can change your perception of success. Influencers can significantly increase brand visibility and contribute to a supportive ecosystem for your customer journey, even when it's challenging to track every sale back to a specific influencer. For more insights on how to create effective influencer partnerships and harness user-generated content for your brand’s growth, don't miss Josh Durham's deep dive on the DTC POD. His wealth of experience in scaling DTC brands through strategic influencer and UGC campaigns is packed with actionable advice tailored to suit various stages of brand development. Tune in to the episode titled "Josh Durham - Aligned Growth" to learn more!

Tactics

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If you're ready to invigorate your brand's engagement with customers, elevate your influence, and catalyze growth, here are some non-standard maneuvers garnered from the wisdom of Josh Durham on our latest DTC POD episode: 🔍 Prioritize influencer outreach with a targeted approach. Create a robust plan that includes reaching out to 100-200 influencers weekly. By fostering a high volume of connections, you diversify potential collaborations and increase the odds of finding the perfect brand ambassadors. 🛠 Adopt strategic tools for influencer discovery. Platforms like Aspire and Story Clash are adept at syncing with social media algorithms, providing a richer pool of influencer resources. These venues can streamline your search process for the most aligned influencers, particularly on contemporary platforms like TikTok and Meta. 📦 Optimize product gifting as a gateway. For brands experiencing rapid growth, gifting can pave the way for fruitful partnerships. When you send high-quality products without immediately enforcing a payment structure, you lay foundational bricks for future negotiations that can lead to a sustainable and cooperative relationship with influencers. 📊 Lean on meticulous metrics. Go beyond the standard CPM analysis. By meticulously tracking metrics, such as the total views over a period and the authentic engagement of creator content, you can craft more strategic partnerships that resonate with your audience demographics and drive sustained growth. 🛒 Utilize post-purchase surveys for attribution accuracy. To sidestep the discrepancies often found in affiliate link tracking, implement post-purchase surveys as a reliable measuring stick. This will help you attribute revenue more accurately and recognize the real impact of influencer marketing on your bottom line. Implementing new strategies into your business operations is a journey that can bring a variety of results. The roadmap can look different for each brand, but by applying these data-driven, community-focused, and exploratory techniques, you are positioning your business to harness the power of influencer partnerships effectively. Remember, it's about nurturing these relationships and building an ecosystem around your brand that thrives on authentic connections and shared success.

In Depth Thread

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Overrated: Traditional Influencer Marketing. Brands throwing budget into the wind, hoping to catch the viral wave through influencer star power. Underrated: Aligned Growth. Here's the precise methodology employed when our guest, Josh Durham, propelled brands towards scalable influencer success: Stick to Essentials Rule Focus on three essentials until you hit seven figures. 1. Paid Social 2. Email Marketing 3. Search Volume and Outreach For brands earning 1 to 5 million a year, pivot towards: 1. Product Gifting 2. Influencer Content Generation 3. Efficient Awareness Expansion Tools of the Trade For sourcing, go with leaders like Aspire and Story Clash. Why? They get TikTok and meta. Delegate Outreach Have a team member own influencer outreach, hitting 100-200 influencers each week, and prioritize opt-in optimization. Performance over Virality Don't chase after one-hit wonders. Consistent views seal the long-term deal. Metrics Management Evaluate partners through: 1. CPM 2. Total Views Over Time 3. Audience Relevance Free First Strategy Offer products before payments. Build value in partnership, then scale to retainer engagement. Ignore Numbers Alone Dodge bots and irrelevant metrics. Concentrate on quality impressions with proper demographic and location analytics. Reporting Routines Stay ahead with reports on: 1. Creator Sourcing 2. Product Sent 3. Applications 4. Organic Reach Tagline For Influencer Marketing: “We're the GPS on your influencer journey, navigating through the numbers towards meaningful traffic and sales." For Align Growth: “Scaling DTC brands with curated influencer partnerships and authentic UGC creation." Briefs Over Scripts Share guardrails, not scripts. Let creators resonate authenticity with examples of content that's already amplifying brand messaging. Three-Phase Roadmap Our playbook for influencers includes: 1. Strategy Design - Setting the stage for growth. 2. Centralized Hub - Managing campaigns and relationships in one spot. 3. Scaling Team - Deploying dedicated people for strategy, sourcing, and partnerships. Put these action steps into play, and like Josh Durham's insights, you could see your brand flourish through influencer partnerships and UGC content. Ready to up your game? Head over to the Aligned Growth Management website for advanced strategies to truly harness the power of influencer marketing. Remember, it's not about the big names – it's about the right fits.

New Idea

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Idea #3: Streamlining Influencer Partnerships Josh Durham advises on crafting efficient influencer relationships to scale direct-to-consumer (DTC) brand growth with strategies like: 1. Delegating Outreach and Optimization: Josh underscores the importance of delegating influencer outreach, aiming for a target of reaching out to 100-200 influencers per week to maximize opt-in rates. This volume-centric approach is key for brands to find their right advocates in the digital space. 2. Using Specialized Tools for Sourcing: To enhance the process of finding suitable influencers, Josh recommends leveraging platforms such as Aspire and Story Clash. These tools have strong relationships with major social platforms and facilitate more efficient influencer sourcing and management, crucial for aligning the right personalities with a brand's image and target market. 3. Prioritizing Long-Term Relationships: By focusing on building consistent and intimate relationships with influencers, particularly in niche markets, brands can ensure a more dedicated and authentic promotion of their products. Josh suggests starting with product gifting and evolving into retainer-based collaborations for long-term partnerships that yield consistent content and audience engagement.

Tweet thread on learnings

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Tweet 1: On the latest DTC POD, the brilliant @JoshDurham shares robust strategies on fueling growth via influencer partnerships. Brands under 7-figures, take note—this is a game plan crafted from the trenches of scaling a DTC! 📈 Here's the essence distilled into threads: Tweet 2: 1. Start With Paid Social, NOT Influencers Josh advises startups on a tight budget to pump the brakes on influencer engagement, instead cultivating the soil with paid social. This isn't just cost-effective; it’s foundational before seeding the influencer field. #ScaleWisely Tweet 3: 2. Gifting Before $$$ Contracts For those at the $1-5M rev mark, Josh suggests initiating influencer relations with product gifts. It’s not about parsimony but about efficiency in content creation and relationship-building! #InfluencerGrowth Tweet 4: 3. Systemize Outreach for Scale Scaling requires a machine-like approach to outreach. Josh pushes for 100-200 influencer touches per week. Delegate, systemize, and always fine-tune for better opt-in rates. 💪 #GrowthMachinery Tweet 5: 4. Tools of the Trade: Aspire & Story Clash The right tools make a difference, especially in influencer sourcing. These platforms have a strong rapport with TikTok and Meta, essential for modern campaigns. #InfluencerTools Tweet 6: 5. Performance Metrics Over Viral Views While viral content is exciting, it’s the consistent performance that counts. Understanding CPM and total views helps to keep things real and agreeable with creators. #MetricsMatter Tweet 7: 6. Testing Budget and Audience Demographics Know where your dollars flow and who’s watching. Testing budgets counter bot interactions, while understanding demographics confirms relevance and quality impressions. #SmartTesting Tweet 8: 7. The Art of Influencer Deals Starting with product gifting and moving towards a retainer model, Josh underscores nuanced deal-making including negotiation on creative and usage rights, to get more bang for your buck. #DealSavvy Tweet 9: 8. Quality Over Quantity in Niche Markets In limited influencer ecosystems, intimate connections reign. Josh stresses on crafting strong bonds with a select few rather than spreading yourself too thin. #NicheStrategy For the full lowdown on influencer strategy for both burgeoning and established brands, tune into DTC POD! Insights await.🎙️🌟 ➡️Listen now: [InsertPodcastLinkHere] #DTCPOD #JoshDurham #GrowthHacking #InfluencerMarketing

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Future State, 6 reasons post

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In the span of a single quarter, Align Growth has revolutionized influencer marketing, generating staggering organic impressions for DTC (Direct-to-Consumer) brands and nurturing key partnerships that translate into real sales growth. Previously, brands struggled with inefficient outreach, low content production, and a foggy understanding of influencer campaign effectiveness. But the future beckons with a well-crafted influencer marketing machine that systematically raises brand awareness, builds intimate creator relationships, and heightens audience engagement—all with a keen eye on performance metrics. Here's how the landscape has shifted: Old Influencer Marketing Approach: - Manual influencer sourcing with low success rate - Scattered communication and relationship management - Ill-defined metrics leading to uncertain ROI - Low product awareness and audience reach - Vague negotiation terms regarding content rights New Influencer Marketing Approach: - Streamlined and automated influencer sourcing leading to a high opt-in rate - Centralized influencer relationship management systems - Defined metrics with clear links to ROI - High levels of brand awareness and audience engagement - Clearly negotiated creative and usage rights from the outset At Align Growth, we've transitioned from ad-hoc influencer engagement to a systematic strategy that drives top-of-funnel traffic and builds durable sales channels. Here's how you can achieve the same: 1. Utilize advanced tools like Aspire for efficient influencer sourcing and to better engage with platforms like TikTok and Meta. 2. Delegate outreach to a team member, targeting 100-200 influencers per week to enhance opt-in rates. 3. Prioritize influencer partnerships and product gifting over paid agreements for brands still emerging in the market space. 4. Focus on consistent views rather than chasing viral anomalies, emphasizing a gradual build-up of brand presence. 5. Establish rigorous metrics, such as CPM and total views over time, to gauge the success of influencer partnerships effectively. 6. Lay out creator briefs that provide direction without stifling creativity, ensuring content that resonates with both the brand's vision and the influencer's style. With these approaches, Align Growth has seen brands benefit from over 100 million organic impressions, a testament to the potential of well-executed influencer campaigns. Are you capitalizing on the potency of influencer marketing as part of your DTC strategy? How might these recommendations shift your current approach? Share your thoughts and let's explore the vast potential together.

About the Episode

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In Episode #315 of DTC POD, Josh Durham, the founder of Align Growth, shared an influencer seeding strategy that has driven more than 100 million organic impressions for his clients. He underscored the significance of volume and precision in influencer partnerships, particularly advising brands in the $1-5 million revenue bracket to lean into product gifting as a way to foster content creation and brand awareness. By reaching out to an ambitious number of influencers per week, around 100-200, and employing tools like Aspire for efficient sourcing and Story Clash for a stronger connection with platforms like TikTok and Meta, Josh emphasized the efficiency of this approach for both awareness and content generation. During the podcast, Josh elaborated on the intricate process of designing influencer deals. Rather than chasing after viral hits, his methodology places a high emphasis on the consistency of views to secure good terms with creators. The approach starts with gifting products without an initial payment, evolving into a possible retainer-based collaboration for consistent posting over several months. By negotiating creative and usage rights, brands can strategically lower the costs of such contracts. This system not only helps in maintaining a lucrative creator engagement but also ensures a more predictable and steady influx of audience attention. Josh also shared insights on the crucial aspect of tracking and reporting the effectiveness of influencer marketing. He highlighted that while some clients have attributed a sizable part of their revenue to influencer efforts, many face tracking hurdles, with affiliate links capturing only a portion of the impact. To mitigate this, some brands have taken manual approaches, rewarding influencers after sales and using pre-purchase surveys to better understand the influence on customers' decision-making. Furthermore, by creating concise but flexible creator briefs, providing examples of successful content, and using Aspire as a central hub, Josh detailed a strategic process that takes brands from initial influencer engagement to a scaled approach with a dedicated team optimizing each step of the journey.

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