TCM #029: Introducing DTC Unscripted + a Comprehensive Guide to Influencer Outreach

 Introducing DTC Unscripted  + a Comprehensive Guide to Influencer Outreach

TCM #029 / Sunday, 03 March 2024 / Read time: 4 minutes 

Happy Sunday, DTCer's!

It's been a few months since I last sent a newsletter – life got a tad chaotic, and truthfully, I wasn't sure what I was writing was bringing enough value. Apparently, it was – so by demand, I'm back! 

However, there's something more important I want to share that's been brewing since December. 

Introducing DTC Unscripted

We're about to peel back the curtain on building a DTC brand from scratch. It's your all-access pass to the real, unfiltered journey of entrepreneurship in the DTC space. And the best part is that I'm getting the opportunity to do this with the brilliant minds of Oddit and Petra.  

We're committing to utter, raw transparency, showcasing the triumphs, the setbacks, and the invaluable lessons learned along the way. No BS, no paywalls. This will all be played out publicly on social media (gulp) and in this newsletter as we navigate today's dynamic market.

Our goal is to demystify the process, armed with expert insights and cutting-edge strategies, all aimed at empowering this community.

What's more, we're integrating apps and vendors that we already use – and I'm freaking overwhelmed to say we're proudly supported by:

Replo, Recart, Jansy, Wonderpack and Kynship. 

Now, speaking of navigating the market, let's dive into something that's been a hot topic in my recent consulting calls...

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Last week, I had three consulting calls that all focused on one core concept:

"How do I scale my brand without losing a small fortune on Facebook/Meta Ads?"

My ears perk whenever I'm asked this question because I know I can solve it – especially when all three of these brands have stock in hand. 

I ran through a playbook with all of them on how I'd increase the sales of their products without losing thousands of dollars to Meta. (Suck it, Zuck)

The following is the playbook I gave them over the phone that I've since turned into this newsletter for you.

I hope it's darn helpful.

Borrow Trust Elsewhere

A cold audience doesn't know you and doesn't trust you. 

There are usually too many steps between someone discovering you online for the first time through an ad and trusting your brand enough to make a purchase decision on the spot. Especially if you're trying to maintain any kind of margin.

Of course, you can build that trust through dozens of touchpoints (email, SMS, your website, and a ton of social content and future ads), but why not borrow trust immediately from someone who already has it with your ideal customer?

Start with where your customer already hangs out

This isn't Field of Dreams – just because you built it doesn't mean they'll come. (Although I do love that movie.)

Does the farmers market come to you on the weekend?

If you were selling tomatoes, wouldn't you take your goods to the market, where your customer is already hanging out? You wouldn't expect the market to come to you.

Don't treat this differently. Go to where your customer is first.

Here's the fastest way to do so (sidenote: we hired Kynship over 3 years ago to execute this for us and reduced our nCPA to £13/$16 by seeding to 200+ influencers monthly. It's the same method I run today for my own brands and multiple clients. If it ain't broke...):

1. Identify your brand ambassadors: Seek out creators who embody your brand's ethos. I don't really look at if they have 5K followers or 50K – their engagement rate, authentic connection with their audience and ability to tell a story trumps all else.
2. Craft personalised outreach: Do not copy & paste. Tailor. Your. Message. Make your first impression count by spending a few minutes to customise your message to demonstrate a genuine interest in them. 
3. Foster genuine relationships: Do not build a transactional partnership. Aim for a mutual collaboration that benefits both parties. Engage with them like a human being and not a freaking robot. Involve them in your brand story and go in with the mindset of working closely with them for years.

Convert outreach to engagement

If you've built the relationship and you've managed to get goods into their hands, don't drop the ball on delivery:

1. Create an unforgettable unboxing experience: Your brand and product's first impression should be memorable. Make it an Owen Wilson "wow". Customise the packaging and include personal notes that touch on emotions. 
2. Measure impact, not likes: If JK Molina has taught me anything, it's that 'likes ain't cash'. I want to track engagement and conversion rates from influencer collaborations to understand their impact on my business. 
3. Iterate and optimise: Use the insights gained from each campaign to refine your approach, focus on what works and ditch what doesn't. What landed with a creator? What made them shout about your brand from the proverbial rooftops? 

Convert engagement to sales

After 1-2 months, you should have a good idea of what works: from identifying ambassadors, to outreach, personalisation, and unboxing. The right message to the right creator, demonstrating your brand to the right audience.

You can maximise engagement, borrow trust from someone else's audience, drive eyeballs to your store and reap conversions all for the cost of product + shipping + time.

All without spending a penny on ads. However, I'd highly recommend once you start receiving content from brand ambassadors you start running it as paid media.

Takeaway

By leveraging the power of influencer seeding, you're not just avoiding the money pit that is Meta Ads; you're investing in sustainable, authentic growth that's also going to save you from having to produce your own creative. Influencers will do it for you. 

Plus, nobody can steal the trust you've built by running a competing ad. You've now got a moat. (That only you can damage.)

I can't emphasise this enough – the goal is to build genuine connections that turn influencers into brand advocates for years to come.

I also can't thank Kynship enough for helping me see the light 3+ years ago and running our entire process and ad account. They have some of the best resources on influencer seeding out there. I'd continue to hire them in a heartbeat.

Bottom line – do not be transactional in your approach. None of us like to be treated that way. 

Until next time, go and scale with integrity and authenticity. 

Cheers!

Tom