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

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

Blaine Bolus 00:00:06 - 00:00:45

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Blaine Bolus 00:00:45 - 00:01:39

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Blaine Bolus 00:01:45 - 00:02:07

What is up DTC pod? Today we are joined by Josh Durham, who is the founder of Align Growth, which is an agency that helps DTC brands scale through influencer partnerships and performance UGC. So Josh, I'll let you kick us off. Why don't you tell us a little bit about your background and how you got involved in the space and what led you into starting align growth?

Josh Durham 00:02:07 - 00:02:29

Yeah, 100%. Yeah. Super stoked to be here. Thanks again for the invite. Yeah, I basically was an in house marketer for most of my career. I started in DSc in 2015 with a weighted blanket company. I scaled that out of my parents garage and scaled it up to 6 million a year. 60 employees.

Josh Durham 00:02:29 - 00:03:29

And then that tanked overnight. I went bankrupt and then I hopped into in house role as head of growth at a company called Groove Life. And yeah, there I basically managed seven figures a month in ad spend. And so I've just always been a performance marketing guy. And I launched aligned growth in January of 2021 just doing performance marketing, paid social email marketing, but really was getting bored of it. And then all of a sudden I became my greatest fear, which is a brand marketer. And someone DM me like, hey, do you ever offer influencer marketing? And I was kind of like, I've done influencer before as part of the marketing mix at these in house brand, but never kind of just focus on it. But I took it on and I just really enjoyed it and it was just way more fun, just like way more creative.

Josh Durham 00:03:29 - 00:03:50

And we just had all these crazy results for clients. And so ever since then, influencer marketing, creator businesses, like all that fun stuff, I just feel like is way more of a fun playbox, sorry, sandbox to play in than performance marketing. And it know adds to the rest of the business. So yeah, I've been doing it ever since. Sweet.

Blaine Bolus 00:03:50 - 00:04:11

And one thing I'd love for you to break down, Josh, maybe for the audience is maybe the difference between all those different things. Like you mentioned, you've got performance, you've got creator, you've got influencer. And they're all related, but they're slightly different. So how do you think about all those different motions for a company and just characterize them for us, if you would?

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