Josh Durham🔋 Influencer MGMT
@JoshJDurham
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Founder @AlignedGrowth , | Influencer MGMT for DTC Brands | Previously 7 figure brand owner | Believer | #Forbes30under30
Vero Beach, FL
Joined May 2011
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It's Finally HERE!
The Ultimate Guide to Scaling Influencer Marketing for Your DTC Brand.
It's a FREE 5 Day Email Course + 32 page PDF Document
+ Case studies on Negotiating with Joe Rogan + Tony Hawk.
Click the Link to Sign Up
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$2k /mo client: Can we set up weekly calls?
$10k /mo client: How often do I have to talk to you?
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My version of wealth:
Happy Hour with my wife at 4:30 on a Friday.
Have a great weekend my friends.
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I’ve never shared this publicly,
I filed for personal bankruptcy two years ago this month.
I was depressed,
Overweight,
Exhausted and weak.
I had to fire 60 people who I loved dearly.
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In Q1 we signed 500+ Influencers without paying an arm and a leg for high quality UGC.
This is 100% because of our process.
Would you like me to show you our process?
Reply "Launch" and I'll DM you our Launch Plan.
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I’ve invested $20k on myself in the last 6 months.
Whether through coaching, events, courses etc.
My income has simultaneously grown 5x in the same time frame.
Coincidence?
Nope.
Invest in your most valuable asset.
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2k /mo client: "What do you mean by "broad targeting?"
8k/mo client: "Happy Thursday, here's 50 new ads you can use"
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Low level thinking:
My Facebook ads don't work, the person running them is bad, i should find someone else.
Higher level thinking:
My Facebook ads don't work,
I should help my ads person by improving:
-landing pages,
-creatives,
-email flows.
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Its easier to manage 40k a day in ad spend than it is to $500 / day.
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I had a panic attack in 2019,
I was $1M in debt,
only $500k in inventory,
with a $20k/ mo rent,
and $50k/ mo payroll,
Here's what happened,
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"I'm a strategy guy"
Is a nice way of saying
"I don't like doing the work"
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I had panic attacks, sleepless nights, anger and no motivation.
Just two years later I have so much joy & light in my life,
I'm married now,
I'm self employed,
I'm 20lbs lighter,
My family is healthy,
I work with amazing clients.
Just search for the light and keep going.
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I fronted $2k of ad spend of my own cash for a small brand last year,
that 2k got me into a 50% profit split.
That 50% profit split made me $55,000 in December.
Don't write off brands because you think they're too "small."
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5k client: "I see you as our outsourced CMO, CFO, CEO, my son AND Saving Grace."
50k client: "I like your vibe, let's build."
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5 Things I wish I knew about PRODUCT , before scaling my eCom brand to $6.5 M /year
Buckle up, when I first launched my ecom brand I was 20 and just figuring this out,
you'll be way further ahead than I was by reading this.
Here’s what I wish I knew 👇👇👇👇
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In 2019 I lost 90% of my net worth and was struggling with depression,
In 2020 I built up an emergency cash supply and married the love of my life,
In 2021 I've 5X'd my income & I'm serving clients that I love working with.
Keep grinding.
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Random thought today:
Don’t write people off,
many times you meet people in tough seasons of life.
Who they were in one season, could be completely different than today.
Example:
If you met me in 2018,
You might think I was an asshole.
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There are some sleepers on twitter
Followers: 57
Revenue: 10M
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Them: Gucci slides, rolex, saint laurent Tee
Me: $40 vans, black t shirt and a whoop band.
Having cash reserves and peace of mind,
Priceless.
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Unpopular opinion:
Working from home sucks.
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Met a guy at a wedding yesterday,
He’s 30,
Read Rich Dad Poor Dad last year,
Quit his job in March,
became a self employed recruiter,
Now owns 4 rental properties,
Marrying his girlfriend this year,
Plays golf every other day at 3pm.
I love the entrepreneurial journey.
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We generated 400+ UGC creatives in Q2 from our influencer programs for 8 figure eCommerce brands.
We've changed our process over and over again until it produces creative that converts.
There's 3 phases of what we call our "Influencer Roadmap" 👇
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In 2016, my ecom brand was averaging 10k /mo.
I wanted to grow,
so I hired a Facebook ads coach and paid him 5k.
The next month my sales soared to 50k /mo.
Hire people ahead of you before you're ready.
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Top reasons why eCom brand owners stay poor,
❌Low Profit Margins
❌No Secondary Product
❌ 0 reason to purchase again
❌ Low Intent Market
❌ Too high of overhead
❌ % of email revenue below 30%
❌ Single Channel Dependence
What else am I missing?
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My team spent 100k+ on influencer marketing this year.
Every Influencer program should have 3 different campaigns running throughout the year.
Book mark this thread so you can implement this into your program.
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My team sponsored 66 influencers
for
@hexclad
's Black Friday & Cyber Monday,
Here are some of the results:
1.6M in Organic Impressions
CPM’s: $45 (high but expected)
70+ posts
Here are some insights we’re taking away👇
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I never ever thought I would find myself in this situation,
It all happened so fast, and I was too young to figure it out.
but here's what I learned,
Just because today is dark, doesn't mean tomorrow will be.
Look for the light in your life,
for me that's God's love for me.
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Some personal news,
our first born is coming in September!
So excited to become a dad! 🎉🎉🎉
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If you’ve noticed,
There's far less Facebook ads tricks and tactics being shared on twitter.
It’s because there aren’t many tricks that work like they used to.
Broad targeting
Great Creative
Switch between low cost, broad, cost caps on the week
Fix things deeper in the funnel
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Agency Life
*Creates +60k in monthly incremental revenue*
Client: "can you add a comma on this ad?"
*sighs*
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Me 3 years ago:
- Lost my $6M / year eCom brand in bankruptcy
-Girlfriend broke up with me
-Depressed and overweight
Me today:
- Successful 4 person agency
- Married
- Fit and healthy
Here's the story 🧵
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Some more personal news,
Last week we closed on a second property in Vero Beach, Florida.🎉🎉
We will be moving down there full time later this year once our first born comes!
3.5 years ago I filed bankruptcy and i couldn't imagine this would be my reality.
Super thankful🙏
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Wanna know my competitive advantage?
Marrying the right person.
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Just audited an ad account where the agency is charging $56,000 /mo retainer.
AND WOW, let's just say price is not an indicator of expertise in any way 😳😳
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The Magic of Tik Tok Creator Marketplace is this:
You can automatically upload Influencer Creative into ✨Spark Ads ✨ and uploading to ads manager.
Here's a quick breakdown of how we are doing this
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The anti-agency agency is a classic agency move.
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The answer to all your productivity problems,
Lofi Hip Hop Beats.
You're welcome.
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Agency Life
*Creates +60k in monthly incremental revenue*
Client: "can you add a comma on this ad?"
*sighs*
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Last Thursday our daughter Ruthie Rae Durham was born ❤️❤️
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Bet you guys didn’t know I was THIS RICH.
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Friday I'm dropping a PDF & Google Drive full of the top UGC from 7 figure, 8 figure and 9 figure brands.
Revenue from these UGC ads is close to $10 Million+
Some of these ads have 600k+ of ad spend behind them.
Sign up to get it here:
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Here's a breakdown of revenue of my DTC brand:
Year 1: $30k
Year 2: $500k
Year 3: $2.5M
Year 4: $6.5M
Things take time.
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5 Years later I love to share this story,
Failure isn't final,
Life is a lot longer than you think.
Today I live in Florida with my wife and daughter, and we spend our time on the beach together.
If you are in a tight spot just know I'm here to chat.
DM's open.
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Reasons I started my business:
-To break the cycle of poverty in my life.
-Spend more quality time with my wife.
-Have $ to invest into charity.
-To experience more freedom.
-To develop leaders.
Remember why you started.
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I married my best friend this weekend ❤️❤️
Still can’t believe it.
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Dropping my course on view through conversions soon.
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Who hasn't received access to my 7 figure UGC ad library?
Put this together for 7 figure & 8 figure eCommerce brands, based off millions in adspend.
Follow me and reply "Library" to this tweet and I'll DM you the link.
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One video ad can change everything.
We've been struggling to grow an ad account mainly due to high CPM's and high CPC's.
Until last week we got a UGC video that brought our CPC from $1.85 to .63 cents.
Average revenue per day went from $2,000 to now pacing $6k+ per day.
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2k / mo client: Asks questions over email 5X a week.
7k / mo client: *Sends bomb creative*
"Just tell me when ads are up."
Price accordingly.
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This image was sent to me on insta, but I’ve been told it originated from my guy
@lawrencekingyo
!!
$500 Client
"I want you to hold me, love me eternally.. be there whenever I call... tell me everything is going to be ok... answer me at 3am.... drop everything you have going on in life just for me...love me forever"
$5000 Client
"Ok sounds good, send payment link, thanks"
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Learned about a guy doing half a mill a year on his ecom site,
0 paid traffic,
ugliest website ever,
wild profit margins,
converts like crazy.
Opportunity is endless.
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Just got approval from a client to share the creative that scaled one of our accounts from $1,500 / day to $8k a day.
Gonna drop a thread at 3
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Invest in yourself = 500% return
Invest into your 401k = 6% return
Easy choice.
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I'm giving away my 7 figure UGC ad library for FREE.
I put this together for 7 figure & 8 figure eCommerce brands, based off millions in ad spend.
RT this and reply "UGC" and I'l DM you the link.
Must be following.
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Sure sex is great,
but have you ever closed a deal while on Vacation?
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6 ways to lose money in your ecom store.
1. Set up affiliate deals with Retail Me Not.
2. Send email campaigns only once a month.
3. Start with 75% COGS.
4. Run traffic campaigns in Facebook.
5. Justify all marketing performance through Google Analytics.
6. Outsource everything.
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BRAND is a MOAT (a thread)
I ran a brand that I scaled to $10M in total revenue and then tanked because of heavy competition (think Target, Walmart etc.)
So how do brands like
@GrooveLife_
(an 8 figure profitable company) continue to scale in crowded markets?
Here's how 👇👇
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Don’t start an eCommerce business if you’re looking for short term cash.
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My favorite DTC accounts to follow for 2021:
@flexiblefoodie
@iamshackelford
@willahmed
@social_savannah
@thePhilRivers
@courtfalexander
@mikebeckhamsm
@mrsharma
@thedannybuck
@laurenakleinman
@ecomchasedimond
@soundslikecanoe
@MonicaGrohne
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The biggest flex,
is saying no to business that doesn't align with your values.
This is the way.
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Last week I spoke to an investor of the brand Athletic Greens,
He gave me the inside scoop on how they
Scaled their influencer program to 10 million+ organic impressions /month.
// T H R E A D //
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If you’re an agency under $1M / year,
Your biggest threat isn't competition,
Your biggest threat is burn out.
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Got into a new ad account,
5x blended ROAS last 7 days
*puts proper exclusions in place*
1.8 ROAS
Everyone is a hero without exclusions
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Your net worth will sky rocket when you work on:
A) Your sales ability
B) Your capital allocation
Everything else is noise.
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“Fb aDs DoN’t WOrK”
Meanwhile:
No upsells
No recurring revenue
10% email revenue
Conversion rate 1%
Don’t hate the channel hate the game.
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Marketing dudes would rather spend $150k,
on a BMW i8 than locking in their income buying a cashflowing asset.
Those are facts.
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Dropped $300 on plants for the house today,
Used to have $13 bucks in my bank account 6 years ago,
Life is good.
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There is a mass exodus of brands leaving agencies this month.
Anyone saying something different isn’t in the game.
Set it and forget it Agencies will pay the price of apathy.
Agencies with aligned incentives will be rewarded.
Opportunity is available.
Time to grow.
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In the past year we've managed, audited, or consulted with 40+ DTC brands on their influencer marketing,
Here's the 4 most common mistakes I see ⬇️
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Say this with me,
Influencer software is not worth 2k /mo
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I have to be honest...
This week I had a bad week and I lost 2 clients
But then i remember when i couldn't even land one client
I put myself in a position where 2 clients can go and I am still ok
Keep going.
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This is my cute lil white house
We have our first kid coming in 5 weeks,
Then renting this out starting in December (moving to FL)
Life is changing fast 😅
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I am always shocked meeting eCommerce brand owners that do 8 figures a year and their store looks like a temporary drop shipping site.
Amazing.
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Morning routine lately:
- Wake up my daughter, feed her + play.
- run / lift
- jump in pool as cold plunge
- start work on the back porch
Moving to FL was a great decision
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In 2018 I owned 50% of a brand that was making 500 k / mo.
I was 23 at the time and had no idea what I was doing.
Here’s the skills I learned that got me there👇🏽
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The worst mistake I made this year ad buying:
Testing traffic campaigns in Facebook to a giveaway we were running.
Result:
.05 cents per email signup, 4000+ emails, 0 Sales.
A rule for life:
Never run traffic campaigns. Ever.
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5 things I wish I'd known before starting an eCom brand,
1. Start an agency first.
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My team generates 100's of UGC creatives from influencers every month.
I built a 7 week Training SOP in Notion,
how to set this up and train your team internally to execute.
We've had 19 eCom brands beta test this with amazing results.
Who would be interested in this?
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I have to be honest
Running an agency is 10x easier than your own eCom brand LOL.
I can say this cause I’ve done both.
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My wife has self published 8 books,
and sold 120,000 copies all through her non profit.
Every morning she sits here at her desk writing women's bible studies,
seeing her become a mother while still showing up to write for young women every day inspires me.
I married up ❤️
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Potential client,
“Would you he willing to match our other shitty agency’s fees”
Me: Absolutely,
for 40% equity of your company.
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Media buyers have to learn (myself included) to separate your joy / overall mental health from the results of your ad campaigns.
I can't stress this enough.
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It's Finally HERE!
The Ultimate Guide to Scaling Influencer Marketing for Your DTC Brand.
It's a FREE 5 Day Email Course + 32 page PDF Document
+ Case studies on Negotiating with Joe Rogan + Tony Hawk.
Reply GUIDE and I'll DM you the Link to access
(must be following)
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The new eCom model:
-Start with Audience
-Influencer makes creative.
-Alternative channels for traffic.
-Email to convert demand.
Simple.
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A business model for every niche
Get attention online,
Sign people up for your email list,
Sell shit people want.
Voila - cash in 💰💰
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Unpopular opinion:
In 2023 you should hire a creative agency before you hire an ad buyer.
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If your personal life is in complete shambles,
I won't listen to your business advice.
Pretty simple rule that's served me well.
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Name another brand like New Balance,
I'll wait.
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The power of UGC:
Took one of my ad accounts from spending $500 a day to $2,500 /day.
Problem to solve: you need to create a system to repeat this.
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IOS14 will either make you or break your brand.
Gone are the days of being a single channel eCom brand reliant 100% on FB algorithm.
Creative alone isn't going to fix your growth problem.
Owned media alone isn't going to fix your growth problem.
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Some cuts can only be healed by the Holy One.
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Here’s a fun screenshot.
Hope you had an awesome black Friday
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