ZeroTo1 🚀

Micah Whitehead 🚀 sharing his POV on TikTok Shop while highlighting 3 main components: - shop ads - affiliates - mass organic content To make any shop successful you must test and invest in all 3 While allocating resources to support your shop ops and shop health score Combining all of them effectively, you will naturally create algorithm velocity But it's also knowing when and how to activate them all at once That's where the magic happens ZeroTo1 🚀 x ShipBob x Insense | TikTok & Meta Partner

Last week, we celebrated the kick-off of Q4 for folks in the CPG space Hosted by Nick Shackelford + 🎬 Dhruv Patel and sponsored by ZeroTo1 🚀 The event was filled with founders, operators and industry service providers Fun night of networking and building relationships, while seeing familiar faces Thanks to everyone who came out!

Micah lives in Florida and Riley and I are in California, so it’s rare for all three of us to get together But when we do, it's always fun to jam out on all things business While catching up on life Stoked we got some quality face time this weekend Planned out some strategic moves ⚡️ And excited to see how they come to life 👀 ZeroTo1 🚀

I just presented at TikTok’s first agency partner event and got the inside scoop on BFCM '24. Here’s what you need to know: Drop questions or other tips in the comments. I’m going to be hosting a live BFCM masterclass with Anders Bill with Superfiliate and the team at MaryRuth's in the next couple of weeks on this topic, and I'd love to include comments from LinkedIn. - TikTok is going to push sale events massively. RIGHT NOW is the time to get postured to capitalize on the momentum. You need to be be maximizing your recruitment efforts through October to build your affiliate army and roster of retained creators. - Leverage a hero product strategy. Choose a hero product or bundle at the right AOV ($30-50), high contribution margin, and make sure it’s “content-able.” Make sure your hero product has enough supply. Running out of stock will kill your momentum and freeze or expire all of your pending collabs, which means you won’t get content and hurt affiliate relationships. - Plan your content supply with affiliates. Outreach-to-posted content takes 2-3 weeks. Plan your seeding to account for that timeline. Make sure your offer messaging is consistent, and well briefed. I recommend building out a Notion hub with examples, top hooks, a creative incentive structure, and a leaderboard. - Get creative with your campaign execution. Establish a branded challenge or incentive structure beyond commission that encourages them to create ton of content throughout the sale period. Think cash bonuses, prizes, swag. Reward the behavior your want, posted content and GMV. Establish a few easy to reach tiers so they feel the momentum early and keep charging ahead. - Take advantage of any/every campaign or mission available to you by TikTok. This can be the wind in your sales and make you algorithm friendly. Every coupon and credit will also contribute to your efficiency and reach during a heavy promo period. - Plan to host multiple key seller livestreams on your band account with live-only giveaways and promos. Announce these ahead of time so customers can RSVP. When you give live, send out an SMS blast and a CRM message to your past customers in TikTok to boost your viewers. If you don’t have anyone internal who can host lives, hire a creator and pay them $150-200/hr plus commission. #tiktok #tiktokshop #bfcm #blackfriday #cybermonday

Is TikTok Shop right for every brand? Simply put, not every brand is made for TikTok I've seen it countless times—brands crushing it on DTC/Amazon but struggling to gain traction on TikTok Shop Why? Because TikTok is an entirely different channel and requires different tactics and strategies For TikTok 90% of users are there to scroll, learn and be entertained—not to shop How do brands/creators sell to people not looking to buy? You need to do these things exceptionally well: - us vs. them - create intention - entertain/storytell - price comparisons - share educational tidbits - develop urgency/controversy Weave them all together and then you can sell This is why salesy content flops on TikTok - it's a talking head... without enough psychological factors to support social selling Outside of creative - that’s not the only reason brands struggle on TikTok Shop Common pitfalls include: rigid pricing --> no unique bundles/offers low profit margins --> can't further invest low commissions --> doesn't motivate creators limited sampling --> not growing EMV fast enough stale product offerings --> need new HERO products to sustain growth/virality ---- Sometimes, it isn’t about what you sell but how you sell it

Excited to dive deep on how to win on TikTok Shop with these two legends! We’ll save some time for Q/A at the end. Drop questions in the comments

Margaret (Senior Partner Manager at ShipBob), Danil (Co-Founder, CEO at Insense | TikTok & Meta Partner) and I are excited that you will join us for an exciting LinkedIn Live about launching and managing your TikTok Shop We'll discuss the following topics - Merchandising - Promo/Offer - Shop Operations - Affiliate Recruitment - Creative Strategy - Paid Media - & more Tune in Thursday, September 19th at 10 am PST / 1 pm EST ZeroTo1 🚀 x ShipBob x Insense | TikTok & Meta Partner

👏

Building an influencer affiliate/creator community requires 👇 An "always-on" recruitment strategy to maintain a healthy funnel at all stages (TOF, MOF & BOF) This approach ensures a steady flow of influencer opt-ins, which fuels your organic content pipeline - driving awareness and sales. The objective is to generate daily opt-ins 📥 Consistent opt-ins = growing community Creative enablement = coach influencers on top-performing trends/concepts Organic pipeline of content = drives awareness (EMV/Sales) Converting and entertaining content = opportunities for licensing/paid extensions Steps for executing "always-on recruitment strategy" Quality List Building: Identify influencers based on engagement, follower size, bio keywords/hashtags regularly used in their posts Get very specific on your influencer archetype But don't be afraid to go broad and test new niches Segment lists by influencer tiers (nano, micro, mid-tier & macro) Scaled Outreach: Use 15-20 branded email addresses for outreach to protect deliverability rates - this gives you the ability to send thousands of emails each month Quality copywriting skills are a must - this allows you to stand out from competing offers/programs Closely monitor your deliverability rates, positive replies and negative replies Positive replies are GOLD - respond to those emails immediately to increase conversion rates Test various subject lines, offers and ctas - monitor closely and iterate based on performance Another recruitment tactic to increase opt-ins - follow up with the influencers via DMs Focus on the Top Performers: Once the community starts to create a signal, the top ~20% of influencers will generate ~80% of program revenue Engage them through thoughtful campaigns, challenges and VIP programs Executing these strategies requires serious attention to detail and support But if done properly, you will create a highly effective influencer recruitment process that will 👉 Create awareness 👉 Build community 👉 Drive revenue Any questions? Drop them below in the comments 👇