How to Grow Your e-Commerce Brand Through Brand Ambassadors and Partnerships
In this episode…
Have you ever thought of working with brand ambassadors, influencers, or other companies similar to yours to promote your e-commerce products? Do you know how to find the right people to partner with?
In this episode of the Relationship Commerce Podcast, Dean Dutro talks to Rob Fraser, the Founder and CEO of endūr, about the strategies he uses to find and work with brand ambassadors and brand partners. He mentions some of the companies he works with, shares some of his acquisition methods, and explains how using email marketing has led to massive growth for his company.
Rob Fraser is the Founder and CEO of endūr, an athletic lifestyle brand that elevates performance socks by fusing expressive designs with technical features. As a five-time member of the Canadian National Downhill Mountain Bike Team, Rob's competitive nature fueled his entrepreneurial spirit and provided a unique framework for building a business. From humble beginnings working out of a basement in 2016, Rob bootstrapped endūr to a 7 figure revenue by assembling a world-class team.
With an unwavering focus on performance, design, and community, endūr is an emerging and innovative leader in the athletic industry. In recognition of their rapid growth, endūr was named one of Douglas magazine's “10 to Watch” and earned a spot on season 13 of the CBC reality show, Dragons’ Den.
How to Find and Work with the Right Brand Ambassadors for Your e-Commerce Business
To scale your e-commerce business, you need to use different marketing methods to reach your target customers. There are many strategies you can use to connect with your audience, including Facebook and email marketing. You can also create awareness for your e-commerce products by working with brand ambassadors.
To grow a mission-driven and authentic brand, Rob Fraser from endūr prefers leveraging brand ambassadors. These are micro-influencers who help promote the company's performance socks to their audience. Rob looks for positive-minded people, those who believe in his company's values, and those who have a perseverance mindset.
Want to try a micro-influencer strategy for your product? Rob's advice is to find an ambassador with the right personality that suits your company’s needs. Don't just pick any person because they are popular and then try to make the person fit into your brand’s values. You should not be forced to conform to their personality or their audience. Once you find the right fit, you can use their skills to promote your e-commerce products and increase your company's market reach.
How to Acquire More Customers Through Brand Partnerships
Another strategy you can use to acquire more customers for your e-commerce brand is by securing and maximizing brand partnerships. To do this, you need to find other companies whose goals are aligned with your brand and enter into partnerships with them.
For example, endūr enters into agreements with other companies to create collaborative products. Recently, they partnered with Fatso, a seed and nut butter company, to create a fun sock which has helped increase market share for the both of them.
You can use the same partnership strategy to grow your brand's target audience and increase sales. This strategy is also popular among software companies who enter into partnerships to create new software that they then sell to customers from each company.
The Benefits of Growing Your e-Commerce Business Organically
When starting your e-commerce business, you don't always have to start using paid acquisition channels to grow your customer base. Facebook is a common medium used to grow an audience—but it may not always bring in the right customers for your brand.
On the other hand, growing your audience organically means that over time, you get to know who your ideal customer is, what they like, and what products they need. Plus, you also learn how to filter out people who wouldn't buy your e-commerce products—and how to nurture those who are more likely to become paying customers.
Besides, growing your audience organically when starting out has a big benefit: low cost of acquisition. You will not need to use a lot of money to acquire customers through paid ads on Facebook, Google, or other marketing channels. This will save you the resources you need to concentrate on creating and improving your e-commerce product.
Resources Mentioned in this episode
- endūr’s Growth Mindset Collective
- Rob Fraser on LinkedIn
- "Developing Authentic Relationships to Scale a Performance Socks Business" with Rob Fraser
- "Educating Your Customers and Increasing the Market" with Dane Chauvel
- Justuno & Gatsby Partnership
- Pete Williams on LinkedIn
- Cadence: A Tale of Fast Business Growth by Pete Williams
- Simply Headsets
Sponsor for this episode...
This episode is sponsored by Worth eCommerce.
Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.
Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer.
Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.
To learn more about Worth eCommerce, visit http://worthecommerce.com/.
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For the ultimate eCommerce marketing platform for eCommerce email and SMS messaging, make sure to check out Klaviyo.
For the AI Visit Conversion Platform, go with Justuno. They provide intelligent lead captures, personalized website messaging, and audience analytics to convert more visitors into customers.
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