How Beard Brand Became the TOP Brand for Whiskered Consumers
January 6, 2016 60 min read
When you're faced with a niche product focused on a smaller lifestyle demographic, how do you ensure success for your business? By establishing yourself as an expert of your field, and showing the awesome and cool side of the lifestyle you provide for. BeardBrand.com is a website catered toward the whiskered lifestyle, where you would receive tips, access to facial care, beard care, and a welcoming invitation to a growing community.
In the Sixteenth episode of Skubana’s E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Eric Bandholz of BeardBrand.
Topics of Discussion:
- The strategy BeardBrand came up with to enter the Shark Tank.
- Developing YouTube videos and the road to success.
- Establishing Yourself as an Expert of your field.
- Targeting your demographic with with advice blog posts and videos
- Furthering your brand by carefully selecting and creating your products
Raw Transcript: Eric Bandholz of BeardBrand.com
- [00:11:28] My first year, the content really just sucked, frankly. I had no vision, no guidance, no strategy with YouTube, so I was just going up there and maybe one month I'd create a video and...I know one video is just of me. It's like 30 seconds and I just go like this. That's all the video. I thought, "Oh my God, this is going to go viral. There's going to be billions..." and looking back on that I'm like, "What the hell? What was I thinking? This is idiot." But I did have one that did really well. It was a how-to beard grooming video and that's when I realized this is what the people on YouTube want. These are the videos I need to create, so it was really being in tune with what kind of videos my channel was finding success with, and then creating more videos along those lines. It kind of built on itself from there. The first year was only 300 subscribers, and then the next year was 1,000, and then it was 10,000 and then...the beauty with YouTube versus every other social media platform out there is they really reward creators. They want you to create. And if you create a lot, they're going to thank you and they're going to show you to more people. So it's unlike Facebook where if you create more, they're like, "Hey, give me money, man."
- [00:24:05] I love Tumblr. Tumblr is a really easy way to curate a certain lifestyle that you're going for, and they make blogging super easy. And you're able to just convey who you are by curating these photography, so Tumblr is probably one of our first platforms and we're able to produce so much content on there. We do something like 10 or 15 posts a day.
- [00:49:15] Build trust and be authentic. I guess they kind of go hand in hand. Then it's just hustle. It's just hustle. Tell everyone. Get everything out there. Be passionate. If you're doing something you love it's easy to hustle because you're passionate about it. You can talk about it for days and months, years, but if you're trying to sell something you don't really care about, you're going to burn out. You just can't do it.
- [00:55:43] Business is tough, right, and you've got to surround yourself with people who can move you forward, who can get you through those tough times. I'm very fortunate that my business partners and I are philosophically aligned, so we're able to focus on building Beardbrand rather than squabbling over things that some other companies deal with, with their business team, so me, and Jeremy, and Lindsay and I, we're all on the same page, and we're all working to the same goal, which is super important if you have business partners. And for me as well, I've had a wake of failed businesses where it didn't even have business partners. So for me, having business partners is key, but I understand that it's also another can of worms. That could be a whole other podcast.
- [00:58:22] Well, with that one I failed, and I continued to fail until I brought on business partners. And having a good business team when you're going through that emotional roller coaster where you're down here, hopefully they're going to be up here, and they can bring you up, and vice versa. You can level each other out and you can help stay track on your goals and your vision and power through everything, so that team is, for me, super crucial.
Be sure to utilize this real insight from a real marketing expert to help your e-commerce business grow and succeed. Stay tuned – this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.