February 3, 2023

I’m departing from my typical interview format for this week’s episode of “Ecommerce Conversations.” As a substitute, I’ll provide a year-end recap of Beardbrand, my ecommerce firm, and deal with its future.

As all the time with these episodes, the complete audio of my dialogue is embedded beneath. The transcript that follows is shortened and edited for readability.

A Difficult 12 months

I launched Beardbrand in 2012. 2022 was among the many most difficult, though we achieved a good quantity. As an proprietor, I query whether or not I’m shifting the corporate ahead. As many entrepreneurs know, there are seemingly limitless choices and choices.

In November 2021, we minimize all our social media promoting — Fb and Instagram — roughly six months after the iOS 14.5 updates. We have been spending upwards of $100,000 per 30 days to amass prospects. This wasn’t worthwhile. Roughly $20 per acquired buyer is breakeven for us. We by no means discovered how one can attain that quantity. We have been roughly reallocating our income to Fb.

So we eradicated social promoting proper earlier than Black Friday 2021. Some residual consciousness continued to drip into December and early 2022. The start of 2022 was very worthwhile. In the event you spend some huge cash after which minimize it utterly, you’ll nonetheless see gross sales for some time. However then our gross sales leveled out and, finally, declined. We shifted our acquisition focus to associates and influencers and improved content material.

Influencer Advertising and marketing

Now we’re engaged on constructing relationships with influencers. We’re seeing extra development. We’ve been signing up associates and studying how one can discover the precise partnerships. In the beginning of 2022, we have been doing solely about $200 every week in affiliate gross sales. By the top of the yr, although, we had elevated it to about $1,300 every week. That’s $5,200 a month. That is nothing to brag about, particularly once we as soon as might spend $1,200 a day on Fb and drive $5,000 in gross sales.

search engine marketing

There are all the time alternatives to enhance. SEO was a giant one for us in 2022. We labored with Jeff Oxford from 180 Advertising and marketing, who was on our podcast a number of months in the past. We’ve improved our web page pace and began monitoring in Shopify’s dashboard. We went from a Lighthouse pace rating of 25 to about 50, which we’re pleased with.

We got here up with new affords to drive bundling and relaunched our merchandise with new packaging and worth propositions. Our website appears to be like a lot totally different in early 2023 than a yr in the past.

I’m a giant believer in constructing long-term efficiencies. For example, we’ve created 1000’s of movies on YouTube over the previous 10 years and constructed a few channels. One has 1,000,000 subscribers, and the opposite has 200,000. Every will get 1000’s of views per video. That’s an actual consciousness. And the identical factor goes with running a blog and search engine marketing. Our weblog posts usually tend to go to the highest of the rankings now than 10 years in the past.

Transferring to Amazon

Our distribution mannequin will change in 2023. We are going to cease promoting in big-box bodily shops resembling Goal and swap to Amazon. Brick-and-mortar might be a small share of our income. We’ve constructed our group out to deal with the Amazon channel. I’m not a fan of Amazon, however the shift was needed given the realities of at present’s client.

Our technique is to serve folks on Amazon and, crucially, our loyal prospects who purchase straight from Beardbrand.com. Retailers ought to all the time run an Amazon enterprise in a different way than their very own web sites. It requires cautious consideration of each channels and the worth you’re bringing to every. Of us who purchase from a model immediately are probably the most loyal. Amazon consumers worth pace, two-day transport, and an unlimited assortment of decisions.


We could develop the enterprise into Europe in 2023. However, much like Amazon, promoting on worldwide marketplaces creates challenges — i.e., buyer help, customs clearance, taxation. We are going to give attention to rising our core markets first, nevertheless, earlier than including new ones.

So my precedence is getting Amazon up and operating and gauging that potential. If we succeed there, we could allocate assets to Europe.