The Brand Builder Podcast
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Top 10 The Brand Builder Podcast Episodes
Goodpods has curated a list of the 10 best The Brand Builder Podcast episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to The Brand Builder Podcast for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite The Brand Builder Podcast episode by adding your comments to the episode page.
How To Build A Huge Audience For Product Launches And More w/ Kevin Liang
The Brand Builder Podcast
07/15/19 • 49 min
Today, Jeff Lieber of Turnkey Management interviews Kevin Liang, the 26 year old Founder and CEO of ADI Ventures, the company behind EcoQube and EcoQube Air as well as the CEO of AspeneowBox.
EcoQube is a self contained aquaponics aquarium system which built a 125k person email list off of 2 kickstarter campaigns that both wildly outperformed (37 times higher!) their minimal goal.
If you ever thought it would be nice to leverage product launches to grow your audience, Kevin is the man to listen to for tips and trick.
Key Takeaways
[1:33] Jeff introduces his guest and today’s discussion topics and gives him the mic to explain how he got started with such a complex product design and how exactly the EcoQube works.
Kickstarting [7:35] Kevin’s venture into kickstarter began with studying. He read everything he could and studied everything he could in order to control as many variables as possible.
His first campaign was set at 39k and closed at 80k.
His second campaign — having learned from the first iteration — was set at 10k and quickly reached 375k.
Who is this for? [13:39] Crowdfunding is the way of the future. If you have a new or innovative product — not sourced off of Alibaba — crowdfunding derisks the whole enterprise and provides you with immediate customer acceptance data and an audience before the product even launches.
Building an audience [16:00] Kevin breaks down how he built his email lists — it started with downloading his personal contacts because let’s face it, if you can’t convince your own email list to support you, it’s going to be hard to drive cold traffic to your kickstarter.
The second campaign was through Facebook advertising for giveaway campaigns.
Tip : emphasize on a discount on your product as opposed to a giveaway: it might attract the wrong audience when you’re building your list.
After crowdfunding [21:58] Kevin had gotten good enough at driving cold traffic and redirecting it however, the conversion rates are lower off of crowdfunding campaigns! After watching Ryan Moran’s “0 to 1 million dollars in 12 months” YouTube video, he made the move to Amazon.
In 2016, Kevin then became Turnkey Product Management’s fourth client ever!
Pain points [24:24] Kevin touches on where Turnkey’s team was able to help streamline and offer their experience to grow EcoQube.
Building a team [26:34] Kevin shares his super succesful hiring process:
For every position, Kevin aims for 100 to 150 applications.
1. The listing asks that the candidates write an email to a generic address containing 10 reasons why they’re awesome — no resume, nothing — this weeds out resume spammers and people that are not detail oriented!
2. The auto responder will then provide 10 interview questions and ask for the resume.
3. After that there is a 1 hour info session for about 21 to 28 of the applicants.
4. The 28 are pared down to a dozen who are paid to do a test project similar to the job they are applying for which showcase their problem solving abilities.
5. From that dozen, 5 or 6 are called for a final phone interview.
So from 150 to 5 or less without spending more than a few hours on info sessions!
Superconnector [37:38] At any event you are in, there is no need to feel pressure to talk to anyone and everyone, just find one person to have an interesting conversation with — the trick is finding that person.
Remember to keep in touch at small moments: Happy Thanksgiving!
Life hacking [41:09] making a 1% improvement every day creates a compounding effect.
[42:21] Jeff thanks Kevin for coming on the podcast, as well as where listeners can get in touch with him. Jeff then shares his takeaways from the show.
Thanks for listening!
Mentioned in this episode
How to Take Advantage of Amazon Giveaways
The Brand Builder Podcast
07/01/19 • 21 min
In today’s episode, Jeff Lieber from TurnkeyProduct Management shares one of the most inexpensive ways to drive traffic on the Internet he has seen in the past few years.
Want to put your Amazon-sanctioned giveaway on steroids? Tune in for Jeff’s tips.
*If any of the steps seem obscure, Turnkey has got you covered with a super detailed 5 page SOP — free! — that walks you through every single one of the actions required!
Key Takeaways
[2:20] Jeff shares some serious numbers on a giveaway campaign he ran with a client — 1k investment over 2 months:
9.5k trackable revenue
176 000 views on YouTube
23 000 web page visits
*Update: supplements are now allowed to do this as well!
Where? [4:48] type the word giveaways in the Amazon search bar!
How? [6:04] you can use your own product and you can even add related complementary product from other brands — you sell toothbrushes? You can add a tube of Crest toothpaste for some extra marketing value!
Go to your product page
Click the set up Amazon giveaway link at the bottom
Enter the amount of product to give away
Enter the company info and image
Select lucky number instant win
Select the steps to enter (like a YouTube video!)
Offer a discount code to entrance
Select public
Check out and purchase your own products!
Steroids! [12:00] YouTube is linked to Google Ads and you can set up retargeting ads for all of the people who watched your video during the “Steps to enter” process of the giveaway.
Note [12:40] If you don’t have or don’t know how to set up a Google Ads account or have a Google Adwords Pixel ID, it is highly recommended that you do that first, even if you’re not ready to run ads, it will gather data for you in the background until you are ready to use it — the same goes for Facebook!
Extra steroids tip #1 [14:02] make the first 15 seconds of your video count: the customer only has to watch that long in order to enter the giveaway.
Extra steroids tip #2 [14:37] YouTube annotations are super effective popups to redirect your potential customers wherever you want — if that’s your website, don’t forget your Facebook pixel!
[17:03] Recap!
1. Enter an Amazon profitable giveaway strategy
2. Take advantage of the free traffic
3. Rake in the profits and build a trackable audience!
Thanks for listening!
Mentioned in this episode
How Kevin Used Influencers, Shopify, and Cold Advertising To Pass 8-Figures
The Brand Builder Podcast
03/04/19 • 57 min
When starting your own product business, it’s easy to tackle a million and one problems at a time. Starting on the simplest problems first sets you on a much better path.
In this episode, Kevin Lavelle, founder of mizzen+main, shares how he made “the best damn dress shirt for men” that’s now worn by men across 50 states.
We uncover how Kevin built credibility through a crowded market, boosting immunity through making mistakes, and the risks of scaling too early.
3 Tools To Spy On the Competition
The Brand Builder Podcast
09/23/20 • 11 min
Here are the best tools right now that you should be using to get ahead of your competition on Amazon.
Michael Dubin - How To Build A Billion Dollar Brand
The Brand Builder Podcast
03/11/19 • 95 min
Many companies break when they scale too quickly with poor infrastructure, and when Michael Dubin’s Dollar Shave Club hit momentum through a viral video, he had to figure out quickly how to scale effectively.
Hear his story behind the hit viral video from 2012, the importance of worrying and the golden ratio to tracking success.
Riches In The Niches: How Glow By Daye Grew A Small Hair Brand Into Big Profits
The Brand Builder Podcast
10/28/19 • 47 min
Max Kerwick welcomes Ranay Daye Orton, Founder and CEO of Glow by Daye a hair care brand for natural and textured hair for women of color. She shares the story of how she iteratively built her product line and brand around a hunger in the market and scaled to her first million.
She shares tips and strategic advice on how to build a brand one product at a time as well as how focusing on the people rather than the product really does make a difference. Ranay also dives in building teams and operational challenges.
Keep in touch or learn more
Mentioned in this episode
Playbook For Amazon: How To Make Inexpensive And Effective Product Videos
The Brand Builder Podcast
08/05/19 • 27 min
Cap.Com contributor Jeff Lieber from TurnKey Management returns for a quick talk on videos that work. Are you planning to add video to your assets? This episode is for you.
Visit Capitalism.com/AmazonClass for a free training.
Key Takeaways
Video is everywhere! [2:33] So much so that it’s become a vital part of how products are sold on the web. Jeff shares 3 different types of videos for 3 different types of budgets.
DIY [4:27] The only thing you really need for this kind of video is a phone. Remember to focus on the product and the message:
1. Film you product in your hands or being used.
2. Talk through your product story.
3. Call to action - be very specific.
Slideshows [7:13] What you need here is your product images and Amazon doesn’t have as many restrictions for videos as for photos, so let loose here and go for your best action shots. You can do the Slideshow video in 1 of 2 ways:
1. DIY
a. Find an online video or slideshow presentation software (PowerPoint, Google Slides, Prezi, etc.)
b. Incorporate written words or a transcript, and do a voice over.
2. Professional
a. Look for a professional online (Fiverr, Upwork, etc.) triple bid the offers so you can choose.
b. Examine their portfolios and ask for advice, they know their job and can give you creative advice.
c. Turnkey has recommendations if you want to contact them.
Hire experts [13:31] This option can get more expensive and takes longer to complete, but here are Jeff’s tips for commercial videos:
1. Have a clear idea of what you want filmed and how (shot list).
2. Ask for some creative input, you may be surprised at the ideas you get.
3. Write out all of the scripted narration.
4. Vet out your video editor.
5. Triple bid your options.
Which one is for me? [22:05] If you have no video, start quickly now and do a DIY - even if you have the budget for a commercial video: the process takes a lot longer. Any video is better than no video.
Thanks for listening!
Keep in touch
Ezra Firestone: How To Build Audiences, Grow Sales, And Stand Out In An Ultra-Noisy Marketplace
The Brand Builder Podcast
07/08/19 • 46 min
Ezra Firestone’s business spent 13 million in advertising and generated 50 million in revenue from one brand in the last 30 months.
He has learned what it takes to scale an offer, which differs from building a brand to 6 figures.
Want to know the commons problems 6 figure + entrepreneurs face and what to do about it? Tune in!
Key Takeaways
[4:21] Ezra introduces himself and Ryan “Ice Cream” Moran!
Mo’ money mo’ problems [5:50] The 5 common problems of 6 figure + entrepreneurs:
1. Scaling ads profitably
2. Funding
3. Hiring, sourcing and training
4. Diversification of traffic
5. Growth plateaus (1, 5, 10 and 20 million)
Grow your back end [8:21] The game is won or lost on the back end: if you look at what any brand that has scaled really big has done is add more products.
There will be about a 15% increase in COA year over year — so you need to get more from every customer you have.
Add at least 2 new products a year.
Go all in on email — gifs in emails get higher clicks!
Run an email sale every 6 weeks.
Aim for 20 to 40% of your revenue from email.
Teachings from private equity [13:01] What Ezra has learned from his experience in venture capital consulting.
1. People who have grown brands to 9 figures think differently: your advertising revenue should always be reinvested.
2. The closer you get to a 50/50 customer mix of repeat to new, the higher your multiple.
3. User generated content — there is no better conversion asset.
Paid amplification [19:20] Ezra’s decade of experience running online advertising, gives him insight he freely shares on where the opportunities will be over the next 24 months.
Instagram is projected to double (to 22 billion) between now and 2021.
90% of Facebook’s ad revenue comes from mobile for 6 to 8 seconds, Instagram is even shorter.
Considering the battle for video between YouTube and Facebook, this is where you need to go all in:
Super short form videos — 5 to 15 seconds long.
Content sequencing
The sales cycle has gotten really long: about 60 to 90 days so make sure all of these areas are tight to maximise your sales channels:
Adjust your retargeting.
Provide images for images for every available outlet.
Focus on the story and only follow up with the product.
Do some snail mail.
Cross sell.
Upsell on the checkout flow
Bundle your products
Price tier order bump (size up options 4oz, 8 oz etc.0
From driver to navigator [36:50] if you only drive you can’t see the mountains in the distance, or what is coming up. You need to free up your time to make it to events, meet people and stay at the forefront. You can’t do that while driving your business.
How are you to work for? [38:13] Ezra invites everyone to check themselves as employers:
2 people can get to low 7 figures
3-7 people can get to mid 7 figures
5-12 people can start to see those 8 figures
Do you give good benefits?
Do you have a comfortable work environment?
Are you investing in your employees?
If you want to scale you have to get good at human resources.
Mobile site on point [39:42] 85% of web traffic is mobile, you need a good looking mobile website.
The header of your head site on mobile is worth 10% of your conversion rate — update it make it nice and easy to use on mobile.
Like going to the gym [41:36] advertising is like going to the gym: will you see any results if you do it intermittently? No. Same goes for advertising, be consistent.
15 to 30% of your top line revenue should be invested in paid advertising all throughout the year.
The Halo effect [42:34] The 8 figure mark often happens in years 4-5-and 6.
Because you spend money to amplify your brand, you generate brand assets: customer emails, people who have bought before, pixeled audiences, etc.
Be premium [43:35] It’s just as hard to sell a cheap product as a premium one, and the premiums often have better profit margins.
The grind [44:32] it’s not about how much you work, it’s about what you produce: don’t burn yourself out, and make room for what’s important to you.
Business will fill the amount of time you give it, so it’s important to set a container on it!
And finally repetition creates mastery: be consistent — keep at your business.
Thanks for listening!
Mentioned in this episode
Ads That Work: How Dr. Yev Marusenko Uses Smart Social Marketing To Sell
The Brand Builder Podcast
06/10/19 • 51 min
Today’s episode is about really rigorous data based approach to social media advertising.
Tev Marusenko, PhD, takes a very academic approach to data collection, integration and management he shares the tactics he’s used in his own business endeavours.
Key Takeaways
[6:07] Max introduces DOCTOR Yev Marusenko, and asks him to talk a bit about himself.
[8:59] After getting his PhD, Yev opted for a career change from theoretical academia to marketing and it turns out there are many transversal skills.
[13:00] Establishing a brand and then marketing or building the brand by testing? Heroclip had huge growth goals and that required both approaches at once.
First, you need branding so: branding strategy sessions! Heroclip is a carabiner, it could have been sold just as a carabiner— mind the competition! — but it already looked different so they spend a great deal of time thinking about what it actually does and how it differs for the customer. Reading branding books, articles, workshops and knowledge sharing.
Second comes the testing, integration and data management and that’s more of a word by word process of tweaking and iterating.
Brand optimization [20:28] Yev explains how he sets up a data collection campaign.
Your metrics require variety: you need to test a sizable sample to test (10 taglines for example) and you will need to choose or more measurements (clicks, or shares, or comments, etc.)
From there, Yev usually picks the top 10% regardless of performance and moves on to analysis.
Which brand assets can you test? [25:45] What decides the brand assets that you can test? There are easier and harder ones to get at and generally, the harder assets to get data for are the ones that make the most difference.
Easy (static elements): taglines, headlines, short form copy, images.
When dealing with images, you have to consider 2 aspects:
1. The content to the image (logo, text, etc.)
2. Design aspect (border or no border, tilt, etc.)
Hard (evolving elements): anything about the customer journey.
Where do they go after clicking on your link, the order of the content they view, are they more analytical or emotional... this involves a lot of iteration.
[29:00] Max emphasizes the importance of those evolving elements in brand building, typically people associate brand with static elements.
Starting out with data testing [30:27] for someone who is new to Facebook ads, how do they integrate this kind of strategy?
Don’t get too overwhelmed: start with two customer touch points and practice your interpretation skills!
Yev and Max discuss an example on testing website page click through and feature responses that answers two questions in one.
[38:07] Yev created software that attributes sales to people and figures out how much they’re spending with regards to how much you spent to bring them in.
Zontracker does 3 things Amazon businesses can use:
1. Tracks the sales in Amazon coming from Facebook ads.
2. Pulls Amazon customer data into Facebook.
3. Optimize for Amazon purchases within Facebook.
[47:12] Max signs off and invites listeners to connect with Yev on Facebook and LinkedIn!
Mentioned in this episode
Finding The Secrets Hidden In Amazon’s Data
The Brand Builder Podcast
08/31/20 • 44 min
Join us as Max sits down with Jon Tilley from Zonguru to talk about his favorite tools and strategies for integrating Amazon into your brand building strategy.
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FAQ
How many episodes does The Brand Builder Podcast have?
The Brand Builder Podcast currently has 67 episodes available.
What topics does The Brand Builder Podcast cover?
The podcast is about Brand, Branding, Marketing, Entrepreneur, Income, Podcasts, Digital, Internet, Business and Amazon.
What is the most popular episode on The Brand Builder Podcast?
The episode title '3 Tools To Spy On the Competition' is the most popular.
What is the average episode length on The Brand Builder Podcast?
The average episode length on The Brand Builder Podcast is 37 minutes.
How often are episodes of The Brand Builder Podcast released?
Episodes of The Brand Builder Podcast are typically released every 7 days.
When was the first episode of The Brand Builder Podcast?
The first episode of The Brand Builder Podcast was released on Dec 14, 2018.
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