Mariah Parsons, Head of Marketing at Malomo and Host of Retention Chronicles and Noah Tucker, Founder & CEO of Social Snowball, discuss the evolution of affiliate marketing and its impact on e-commerce. Social Snowball, with 2,200 merchants, focuses on influencer and micro-influencer partnerships, addressing the shortcomings of legacy affiliate platforms. They highlight the importance of clear communication and incentive structures, particularly during high-traffic periods like Black Friday and Cyber Monday. Noah emphasizes the need for influencers to frequently post branded content to ensure audience conversion. They also touch on the dynamic of the e-commerce influencer B2B community, noting its high school-like nature but overall supportive nature.
Episode Timestamps:
2:49 Noah Tucker’s Background and Entrepreneurial Journey to Starting Social Snowball
3:06 Challenges and Solutions in Affiliate Marketing
26:32 Affiliate Program Best Practices for Black Friday and Cyber Monday
32:35 Finding and Evaluating Influencers as a Shopify Brand
40:50 B2B Ecommerce Influencer Community and Social Media Presence