ERIC BANDHOLZ: Growing Beards and Brands with Content Marketing

TL;DR

Eric Bandholz discusses growing Beardbrand through content marketing.

Transcript

I just do it is I don't know if you ever heard of it or not Nike it's a small company hey guys Nathan Chen here welcome back to another interview and today we're speaking with Eric bandholz now he is the founder of a company called bead brand extremely successful e-commerce company he's actually just finished wrapping a course with us as well on co... Read More

Key Insights

• Eric Bandholz founded Beardbrand to unite a community of 'urban beardsmen' who didn't fit traditional stereotypes, starting with a blog and YouTube channel.
• The company began by selling a third-party beard oil and later developed its own products, focusing on quality and unique formulations.
• Beardbrand experienced significant growth after being featured in the New York Times and appearing on Shark Tank, despite not securing a deal.
• Content marketing, particularly on YouTube, has been crucial for Beardbrand, with 65% of customers first discovering the brand through this platform.
• Eric emphasizes the importance of building a business that can operate independently of its founder, involving multiple collaborators in content creation.
• The company has experimented with international expansion and pulling out of Amazon to focus on direct sales, learning valuable lessons about market complexities.
• Eric values business partnerships based on shared philosophies and believes they are crucial for overcoming challenges and maintaining motivation.
• Beardbrand is considering opening barbershops to offer unique customer experiences and further differentiate from competitors like Amazon.

Questions & Answers

Q: How did Eric Bandholz come up with the idea for Beardbrand?

Eric Bandholz came up with the idea for Beardbrand after realizing there was a community of men who didn't fit the traditional bearded stereotypes. He wanted to unite these 'urban beardsmen' and provide them with the tools to feel confident about their beards and style. This led to the creation of Beardbrand, initially starting as a blog and YouTube channel to build a community and eventually evolving into a successful e-commerce business.

Q: What role did content marketing play in Beardbrand's growth?

Content marketing was crucial to Beardbrand's growth, particularly through YouTube. Eric Bandholz leveraged content to build a community and educate potential customers about beard care. By consistently producing valuable and engaging content, Beardbrand attracted a large audience, with 65% of their customers first discovering the brand through YouTube. This organic growth strategy allowed Beardbrand to acquire customers at a low cost compared to traditional advertising.

Q: How did Beardbrand manage its initial product offerings?

Beardbrand initially managed its product offerings by selling a third-party beard oil, which allowed them to start the business with minimal investment. As the company grew, they developed their own beard oil formulations, focusing on creating a product that was lighter and less greasy than existing options. This approach allowed Beardbrand to differentiate itself in the market and build a loyal customer base.

Q: What lessons did Beardbrand learn from international expansion?

Beardbrand learned several lessons from its international expansion efforts, particularly the complexities of serving different markets. They initially set up a fulfillment center in Belfast to serve Europe but faced challenges with logistics, language differences, and product availability. These experiences highlighted the need for a more tailored approach to international markets and led Beardbrand to refocus on their core strengths and direct sales in the U.S.

Q: Why did Beardbrand decide to pull out of Amazon?

Beardbrand decided to pull out of Amazon to focus on direct sales and maintain control over the customer experience. Selling on Amazon led to lower average order values and increased competition from other brands. By focusing on their own platform, Beardbrand was able to increase its average order value and build stronger relationships with its customers, ultimately leading to a significant increase in online sales.

Q: How does Eric Bandholz view the role of business partnerships?

Eric Bandholz views business partnerships as essential for success, particularly in overcoming challenges and maintaining motivation. He emphasizes the importance of finding partners who share the same philosophical outlook and values, which ensures alignment in decision-making and problem-solving. For Eric, having business partners has been crucial in navigating the ups and downs of entrepreneurship and achieving long-term growth.

Q: What are Eric Bandholz's views on building a business independent of its founder?

Eric Bandholz believes in building a business that can operate and grow independently of its founder. This approach ensures the business's longevity and resilience, even if the founder is no longer involved. By involving multiple collaborators in content creation and focusing on the brand's mission, Beardbrand has been able to build a scalable and sustainable business model that is not reliant on Eric as the sole face of the company.

Q: What potential future plans does Beardbrand have to differentiate itself further?

Beardbrand is considering opening barbershops to offer unique customer experiences and further differentiate itself from competitors like Amazon. The idea is to create a space where customers can experience Beardbrand's products firsthand and receive personalized grooming advice. This move aligns with Beardbrand's focus on building strong customer relationships and providing value beyond just selling products online.

Summary & Key Takeaways

• Eric Bandholz founded Beardbrand to unite a community of 'urban beardsmen' who wanted to express their individuality and style. He started with a blog and YouTube channel, gradually expanding the brand's reach and influence in the beard care market.

• Content marketing has been a cornerstone of Beardbrand's success, with YouTube playing a pivotal role in customer acquisition. Eric emphasizes creating content that aligns with brand values and resonates with the audience, leading to organic growth and brand loyalty.

• Beardbrand has navigated challenges such as international expansion and Amazon competition by focusing on direct sales and customer experiences. Eric highlights the importance of partnerships and building a business that thrives independently of its founder.