Dr. Jonathan Snow, Chief Innovation Officer at Avenue Z and President and Founder of the Snow Agency, shares his journey from being an orthodontist to becoming a digital marketing expert. He started his digital marketing career as a hobby while serving in the US Air Force, and quickly scaled his affiliate network to generate nine figures in revenue. He explains the difference between influencers and affiliates, and how brands can leverage both to drive sales. He also discusses the importance of usage rights and how brands can manage them effectively. In this conversation, Jonathan Snow shares insights on influencer marketing, the value of UGC, and the importance of being a student of e-commerce. He advises brands to focus on building their network, being transparent with themselves and their employees, and identifying and solving the challenges that are holding them back. He also emphasizes the need for continuous learning and staying updated with industry trends.Takeaways
- Dr. Jonathan Snow transitioned from being an orthodontist to becoming a digital marketing expert.
- He started his digital marketing career as a hobby while serving in the US Air Force and quickly scaled his affiliate network to generate nine figures in revenue.
- There is a difference between influencers and affiliates, and brands can leverage both to drive sales.
- Usage rights are important for brands to manage, and there are platforms like Refundle that help with tracking and requesting usage rights. When working with influencers, focus on micro-influencers who can create good content and provide white listing access for running ads.
- Don't expect direct sales from influencer posts; instead, use the content as UGC and amplify it with paid media.
- Value the journey and passion in your work rather than chasing money.
- Be transparent with your loved ones about the demands of your business and find a supportive partner who understands and accepts the sacrifices.
- For established brands looking to grow, identify the challenges holding you back and build solutions around them.
- Continuously learn and stay updated with industry trends, follow the right people on social media, and build a network of like-minded individuals.
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