Stop seeding the wrong people

If you're struggling with bandwidth, creating enough content, or monitoring your performance in real time, listen up.

Marketing expert Oren John sat down with Kyle, the founder of men's haircare brand Jack Henry, to evolve a DTC brand as it faces its biggest challenge yet.

Fix Your Funnel

Jack Henry was born in Kyle's garage not quite a decade ago, and as the brand prepared to launch in Nordstrom — a deal four years in the making — Kyle realized his marketing strategies needed to evolve, too.

A few takeaways before you watch the video (it's just under 18 minutes, so grab another cup of coffee and turn off those Slack notifications for a few minutes):

• There's a lot of money in TikTok Shop — but most brands aren't using it right. Conversions > views. Oren guides Kyle on how to scale seeding so he can find creators who've posted in the last 30 days, of a certain size, and who have mentioned specific keywords.  
• A content framework beats a content calendar. Orin suggests a framework structure of content pillars that Kyle can test and improve over time. Kyle's current content pillars are in-house production, stylist content, and carousels.
• The feedback loop is the strategy. Orin uses Loop Marketing to help Kyle simulate campaign outcomes, using AI to predict which customers and creatives are likely to convert and identify weak spots before going live.