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Ep 13: Influencer Collabs at SCALE With PureLei's John Hagan Influencer marketing can be one of the most powerful strategies for ecommerce brands, but it is also one of the most difficult to manage at scale.
This is where John Hagan has made the biggest impact as Director of Growth at 3 year old German jewelry company PURELEI.
From 2018 to 2019, John helped scale Purelei in a competitive vertical 3X from high seven figures to healthy 8 figures with his advanced performance marketing skillset.
On a slow week his team manages 40 influencer integrations. Black Friday? He's thinking more like 400 🤯
Hear how he's built his team to handle these collaborations and how he uses Dark Posts to maximize and regulate the positive impact influencer UGC has on his campaigns.
0:00 - John’s Story - Lead Media Buyer at Structured Social - Nick Shackelford’s agency
04:45 - What drew John to join German Jewelry company PureLei.com
6:37 - Purelei’s story of 7 to 8 figure scale
7:14 - Purelei’s product selection strategy
9:15 - Purelei’s product launch strategy
14:18 - Why product launches are better than discounts
15:11 - SIXTY Launches a week! Purelei’s Scaling Influencer Strategy
17:45 - Localization strategy - 70% won’t check out in non-native language
19:45 - Germany vs US opportunity
22:30 - How Purelei leverages scarcity and MYSTERY during its product launches (Advent Calendars)
25:20 - my daughter is banging on the door. Probably leave it in.
26:05 - Detailed breakdown of how to use Dark Posts to scale influencer marketing
31:05 - Building creative for dark posts at scale
35:40 - How Purelei structures its team and staff
36:50 - Building coaching calls into team structure
38:15 - John’s 2:30 am meeting with Adidas
39:05 - Tic Tok, Snapchat, and Purelei’s key media mix (FB + Insta)
41:15 - 600 influencer collaborations planned for q4
42:04 - John’s deep thoughts on Attribution
47:50 - Best advice about keeping attribution clean and simple (one day conversion window)
48:53 - Tracking attribution for influencers dark posts
51:20 - who in the industry is doing attribution properly (nobody)
Wednesday 7.14.21 Hour 2 with John Hagan, Kirsten Hill, & Bernie Moreno See omnystudio.com/listener for privacy information.
#127 - John Hagan On Creating Successful Influencer Marketing Campaigns Utilizing Dark Posts John Hagan formerly was the director of performance marketing at Purelei, an 8-figure fast-growing company specializing in influencer marketing, one of John's superpowers. Now, John is the co-founder at Volt agency, a boutique performance marketing and development agency that specializes in the growth of DTC businesses. At Volt, they help brands with their dark posting strategies and the matchmaking between brands and influencers. In today’s episode we will get into paid social and influencer marketing. We will discuss what dark posting is and how you can start implementing dark posting strategies for your brand. All this and much more, up next.
Bullet points
(00:30) Intro
(02:52) The start as an entrepreneur
(04:39) What can be achieved online with the right setup and product
(06:15) Going from dropshipping to branding
(07:31) Understanding how to do paid social
(09:33) What is dark posting
(11:45) &BAM
(13:33) Reaching out to influencers and structuring a deal
(16:41) How does dark posting affect the influencer
(17:57) The difference in ROAS
(18:45) People-to-people sales
(22:55) Low-hanging fruit in dark posting: Posting as the founder of the brand
(28:20) Low-hanging fruit in dark posting: Working with influencers you already had success with
(29:33) Going with new influencers
(30:40) Founding Volt Agency
(31:49) Media buying
(32:16) Full-stack development
(34:05) Incubation
(34:54) Where to find out more
(35:19) Rapid fire question round
(35:35) If you ever had to start again, how would you make your money?
(37:34) What is the most common or biggest mistake that leaders make?
(38:56) Who is a great leader (alive or dead) and why?
(40:05) How do you hire top talent?
(41:17) What mistakes or challenges need to be overcome to be a successful media buyer?
(42:44) What might a media buying process look like?
(43:40) How do you evaluate a good business deal?
(44:39) What is one of your proudest moments?
(45:27) What is one interesting fact about you that not many people would know?
(47:11) What daily routines do you have (morning or evening) that have helped make you successful?
(49:41) What book (or books) changed your mindset or life?
(51:31) What is the most exciting question you spend your time thinking about?
(52:25) What advice would you give your younger self?
(53:07) What was your biggest challenge starting in business and how did you overcome it?
(54:04) What unusual or underrated food or drink should more people try out?
(55:11) What makes you happiest?
(56:23) Any asks or requests for the audience?
Friday 4.23.21 Hour 2 Replay of Heather MacDonald Interview & John Hagan See omnystudio.com/listener for privacy information.
2019.02.22 NCU Chapel - President Hagan - John 4.1 - 29 2019.02.22 NCU Chapel - President Hagan - John 4.1 - 29 by North Central University
Facebook Ads: Exploring the cutting edge Dark Posts strategy with John Hagan John was recently head of growth at Purelei (just named fastest growing Shopify store in Germany in 2020) and is also co-founder at Volt, a Facebook Ads agency that specialises in Dark Posting. Dark Posting is one of the most exciting Facebook and Instagram ad strategies. Listen to find out what it is, how to do it, and the various angles John's found that work really well. By the end your brand will be BUZZING with ideas for your own marketing.Get all the links and resources we mention at KeepOptimising.comEpisode sponsored by KlaviyoThis podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy
How to Double your Sales Every Year with Purelei's John Hagan John Hagan is Director of Growth at Purelei. It’s a German jewellery brand inspired by Hawaii and founded in 2017 that now an 8 figure brand who aim to double in size every year. In this episode we discuss just what it takes to double each year, what it means for the team, for mindset, for every area of the business. Lots of great advice in here for growing fast.Get all the links and resources we mention at eCommerceMasterPlan.comThis podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy
#54 John Hagan - eCommerce Mental Models and The Road to $100M John Hagan, the Sugatan veteran, is back on the podcast for the third time to catch up with Deividas on all things eCommerce marketing, scaling up, Black Friday results, and more. The two discuss everything from scaling eCommerce businesses to mental models needed to reach $100M. Deividas and John share their results with Black Friday, what they're planning to do differently this time around, and how they're planning to 10x their growth.
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