Growing a Brand with Guerrilla Marketing

In this episode of The DTC Insider podcast, we’re flipping the script. Instead of chatting with a brand founder, we’re hearing from the other side: a creator who’s been at the heart of the social media revolution. Meet Abigail Fridman, a 24-year-old entrepreneur who specializes in content creation, creative strategy, and social media management. Abigail started her journey in 2019 on TikTok, documenting her personal transformation while studying to become a doctor. Fast forward a few years, and she’s gone from med school dreams to helping brands craft authentic content and connect with audiences. Along the way, she’s mastered everything from negotiating partnerships to navigating the evolving world of TikTok Shop. Here’s a glimpse of what you’ll learn: Abigail’s journey as a content creator on TikTok since 2019 The importance of personal branding for creators and brands How smaller creators are gaining trust over larger influencers through authenticity The need for brands to have a clear identity and message to appeal to creators Managing high demand: Abigail receives 60 to 90 emails daily from brands seeking collaborations The importance of creators prioritizing products they genuinely believe in over just high pay Creating mutually beneficial collaborations between creators and brands Building trust with audiences through authenticity in content creation TikTok Shop as a game changer for creators and brands The importance of understanding your audience for effective content creation Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider podcast, Lisa Mullan, the founder of Uwila Warrior. Lisa comes from a finance and tech background, with experience working at HubSpot on projects that gave her insights into how brands operate and scale. In partnership with a friend in fashion, Lisa launched Uwila Warrior to create comfortable, functional underwear. Now, with a retail space in Boston and partnerships with other brands, her company has grown steadily and sustainably. Here’s a glimpse of what you’ll learn: The shift in the e-commerce landscape towards profitability and sustainable growth The benefits of opting out of outside capital for maintaining control over business direction How retail partnerships can enhance brand visibility and drive sales The challenges and opportunities for growth during COVID-19 The growing importance of sustainability in product development for consumers Combining online and offline tactics for effective customer acquisition strategies The unique challenges of influencer marketing for intimate apparel brands Aligning retention strategies with the customer buying cycle Leveraging AI to improve customer engagement and marketing effectiveness Adapting to changing market dynamics through effective forecasting strategies Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider podcast, Brian Roisentul welcomes Ryan Beltran, co-founder of Original Grain, here on the show. Ryan and his brother Andrew launched the brand back in 2013 with a highly successful Kickstarter campaign that raised $500,000. Since then, they’ve grown Original Grain into a unique watch brand known for its quality, sustainability, and craftsmanship, selling over half a million watches. In addition to reaching their 10-year milestone, they’ve planted 700,000 trees and partnered with iconic brands like Jack Daniels and the New York Yankees. We’ll dig into their approach to acquisition, retention, partnerships, and many more interesting topics. Here’s a glimpse of what you’ll learn: How Original Grain started with a successful Kickstarter campaign in 2013 The brand's focus on creating unique watches from reclaimed materials The evolution of e-commerce over the last decade Challenges Original Grain faced during COVID-19 The importance of understanding contribution margin for business success How daily tracking of metrics provides actionable insights Identifying customer trends to shape marketing strategies The risks of over-investing in unproven products Why Q4 strategies should focus on proven products instead of experimentation The importance of diversifying marketing channels for future growth Opportunities and challenges of TikTok Shop for high AOV products Leveraging partnerships to drive revenue streams Building a brand through community engagement, not just ads The role of authenticity and connection in content creation The value of strategic planning for long-term growth Why founders should actively participate in content creation How licensing deals can expand brand visibility and customer reach The impact of real-life activations on brand loyalty Balancing metrics with building long-term customer relationships Understanding customer needs beyond sales to drive e-commerce success Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider podcast, Brian Roisentul welcomes Neal Goyal, who shares insights from his journey in the e-commerce space, transitioning from Tapcart to Disco. Neal discusses the importance of meeting customers where they are, the unique value proposition of Disco, and the role of machine learning in customer acquisition. He emphasizes the need for brands to diversify their marketing strategies and the significance of building a personal brand. The conversation also touches on the evolution of e-commerce and predictions for the future, particularly in 2025. Here’s a glimpse of what you’ll learn: Neal Goyal emphasizes the importance of reducing customer acquisition costs. What Disco offers for brands. Why meeting customers where they are is crucial for effective marketing. The role of machine learning in understanding customer behavior. How brand collaborations can lead to significant insights and opportunities. The Evolution of e-commerce. Why decentralization in marketing strategies is becoming increasingly important. The benefits of building a personal brand. Predictions for 2025. Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider podcast, Brian Roisentul discusses strategies for maximizing customer lifetime value after Black Friday and Cyber Monday. He emphasizes the importance of engaging both new customers and non-customers through targeted marketing efforts, community building, and personalized communication. The conversation highlights the need for brands to transition away from a Black Friday-centric approach and to plan for future e-commerce challenges. Here’s a glimpse of what you’ll learn: Maximizing customer lifetime value is crucial after Black Friday. Engage new customers with personalized communication. Community building can turn customers into brand advocates. Surveys can provide insights into customer motivations. Thanking customers can enhance brand loyalty. Replenishable reminders can encourage repeat purchases. Early access to sales can entice returning customers. Non-customers require different engagement strategies. Leveraging data can improve product recommendations. Planning for future e-commerce challenges is essential. Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider podcast, Brian Roisentul interviews Cesar Figueroa, founder of VivanTee Golf, a New York-based golf accessories brand.  Cesar shares his journey from a military background to the world of golf and entrepreneurship. He discusses the inspiration behind his fashionable golf gloves, the challenges of product design, and the importance of customer feedback. The conversation also covers marketing strategies, community building, and the lessons learned in navigating the e-commerce landscape. Cesar emphasizes the significance of personal connections with customers and the value of in-person engagement in building a brand. Here’s a glimpse of what you’ll learn: Cesar's journey from military to entrepreneurship is inspiring. Fashionable golf gloves were a gap in the market. Customer feedback is crucial for product improvement. Building a community around the brand enhances loyalty. In-person events can significantly boost sales and brand awareness. Iterating on product design is essential for success. High-quality customer service can differentiate a brand. Marketing strategies should evolve with the business. E-commerce requires juggling multiple roles as a founder. Lessons learned from initial mistakes can guide future decisions. Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider podcast, Brian Roisentul sat down with Garrett Peters, co-founder of Duncan & Stone. Garrett and his team launched their fast-growing e-commerce business in 2020, and they've seen incredible growth—going from $3M in revenue in 2023 to an estimated $5M in 2024. With a background in scaling operations, Garrett has a lot of insights to share about growing an e-commerce brand, managing cash flow, and navigating fulfillment challenges. Here’s a glimpse of what you’ll learn: The Inspiration Behind Duncan & Stone's Launch Going Full-Time in E-Commerce Fulfillment Transition Amazon as a Key Channel TikTok Shop Strategy Managing Cash Flow & Inventory Challenges Improving Customer Retention Through Segmentation Preparing for BFCM & Q4 Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider, we’re joined by Yiqi Wu, founder of Aimerce, a SaaS platform specializing in server-based tracking for e-commerce. Yiqi brings a wealth of experience from her time as an engineer at Facebook and Reddit, where she worked on groundbreaking tools like Reddit’s A/B testing platform. Now, she’s leveraging her technical skills to empower DTC brands to make smarter, data-driven decisions that fuel growth.   Here’s a glimpse of what you’ll learn: From Engineer to Founder: Yiqi’s Journey from Facebook and Reddit to Aimerce Reddit’s A/B Testing Platform and Its Influence on Data and CRO Key Data Pain Points for DTC Founders How Aimerce Helps Marketers Dive Deeper into Data Common Ad Performance Analysis Mistakes Essential Data for E-commerce Decision-Making Aimerce’s Approach to Data Collection and Revenue Growth Server-Based Tracking vs. Traditional Methods for Performance Aligning Aimerce’s Mission with Family Business Challenges Client Success Stories: Aimerce’s Impact on DTC Brands Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider, I’m excited to welcome Danil Saliukov, co-founder and CEO of Insense, a cutting-edge platform that connects brands with creators for high-quality content production and data-driven video optimization. With the rise of TikTok Shops and the evolving landscape of social commerce, Danil is here to share how brands can leverage creator content to maximize both organic reach and paid social performance. We’ll dive into strategies for finding the right creators, managing those partnerships, and the best ways to compensate creators while ensuring impactful results. Here’s a glimpse of what you’ll learn: Combining Organic and Paid Social for TikTok Success Selecting the Right Creators for Campaigns Managing Long-Term Creator Relationships Working Natively with Creators vs. Using Platforms Structuring Fair & Motivating Creator Compensation Balancing Authenticity with Brand Messaging Recent Trends in TikTok Shop and Creator Adaptation Setting Realistic Expectations in a Performance-Driven Space Future Changes in the Creator Economy on TikTok Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.

In this episode of The DTC Insider, I'm excited to have Marc Washington, founder and CEO of Supergut, a leading gut health nutrition brand. Marc's brand focuses on boosting digestion and supporting healthy appetite control, and in the past year, they've achieved impressive growth—quadrupling revenue and breaking into the physical retail space after building a solid DTC foundation. We'll dive into their entrepreneurial journey, the challenges they've faced, and how they continue to stand out in a competitive market with their science-backed, ethically focused products. Here’s a glimpse of what you’ll learn: Achieving 4x Revenue Growth: Strategies and key factors Balancing Aggressive Growth with Profitability Expanding from DTC to Physical Retail: Timing and challenges Unique Value Proposition: Communicating healthy appetite control Leveraging Earned Media: Social media, influencers, and creators Customer Retention: Tactics for achieving a 50% subscription rate Sponsor for this episode: This episode is brought to you by BSR Digital. BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing. To learn more about BSR Digital, visit their website or book a call here.