Cannabis is something that he’s always scared to talk to people about but now he’s providing full-service marketing service solution and even launched his own CBD brand in December of 2018.
In this episode, Chase shares how important email marketing is in generating leads, especially in the hemp and cannabis space as we can’t rely on social media platforms, who are good candidates for email marketing, how much you should be spending towards marketing and some words of wisdom for existing hemp and cannabis businesses owners and budding entrepreneurs who want to get in this industry.
You use email to communicate content and build trust and once you have that trust, it’s a lot easier to sell products and sell services. – Chase Diamond
Some Topics We Discussed Include
3:12 – Chase’s background and transition to hemp-cannabis space
4:53 – Why use email instead of social media and traditional platforms
9:40 – Who is a good candidate for email marketing
11:13 – What important emails can you send your customers
12:06 – How his agency is helping people generate leads or customers in 30 days
14:02 – What budget should be allocated towards marketing over a 90-day period
17:12 – What kind of result somebody can expect to get if they’re aggressively marketing their products
25:43 – Some challenges of being a service-based business industry
30:29 – The disadvantage of doing everything for the clients instead of just being hyper-focused on your one skills set
33:35 – Words of Wisdom
People Mentioned / Resources
Connect with Chase Dimond
Connect with Sonia Gomez
Sonia Gomez: What’s up guys coming to you from Denver, Colorado. I’m Sonia Gomez and this is The Hemp Revolution Podcast. As you know it is our mission to empower you the truth about cannabis and hemp so that you can make educated decisions about how you’re caring for yourself, the people that you love, conditions you may be suffering from, or how you can jump into this super exciting, semi-challenging, but very cash-rich industry. If you are a budding entrepreneur or established business who’s trying to break through the brick walls and glass ceilings of this industry. Check us out on theemeraldcircle.com and if you are a person looking for products you can depend on to deliver the results you’re looking for. Check us out on medicalsecrets.com, we are happy to help.
In today’s episode, we are visiting yet another incredible story from an entrepreneur who is like me helping to transform the way that cannabis and hemp businesses are actually able to reach and convert their ideal customers. Today’s guest is the co-founder of Boundless Labs, a top email marketing agency. Since launching Boundless Labs in June of 2018, they have helped their clients send hundreds of millions of emails resulting in over $20 million in email attributable revenue, my tongue got twisted. Additionally, they help CBD and cannabis-specific businesses unite under the Boundless Labs umbrella where they offer full-service marketing solutions to their CBD and cannabis clients. Super excited to share the story of how they got involved, and more importantly, how they’re developing and creating these kinds of results for businesses and brands. Just like yours is our good friend, Mr. Chase Dimond. What’s going on?
Chase Dimond: going on? Hey, how are you?
Sonia Gomez: I’m really excited. Good to have you here. I’m doing great. How are you?
Chase Dimond: I’m doing well. Thank you, I’m excited to be here and Happy Friday.
Sonia Gomez: Happy Friday to everyone as well. Chase, why don’t you give us a quick and dirty intros are all good and everything. Why don’t you give us a quick and dirty and let us know where you’re from how you ended up in this crazy space and what are you most excited about in your business?
Chase’s Background and Transition to Hemp-Cannabis Space
Chase Dimond: Yeah, absolutely. So I’m raised and still live in Orange County, California. So I live in Southern California where the weather’s always great. So I love it here. I got into kind of CBD and cannabis about two and a half or three years ago, my backgrounds is in building online communities, and one that always intrigued me was kind of cannabis and CBD. So I built a site about two and a half or three years ago called Webrief. It’s no longer up but we’ve is basically was a community of about 25 to 30,000 people on our newsletter and kind of, you know, 10s of thousands of monthly web visitors to our website.
And it was from that that I started learning about CBD. Cannabis to me was always kind of something I was scared to talk to people about. But the CBD thing kind of seemed a lot more fitting and less kind of judgy. So I’m launching a CBD brand of my own this year. So December of 2018, I launched the CBD brands for pets, in particular for dogs. And from there I kind of built a whole marketing agency from that experience.
Sonia Gomez: Nice and you have been specializing primarily in email outreach on behalf of cannabis and CBD brands. And for anybody who’s been listening to my podcast or has been a guest on my podcast and is sneaking in to get some more secrets. You guys know from personal experience, how challenging it can be to market online so many brands and businesses are working overtime, building out their email list so that they can internally market to their ecosystems. I’ll share a little bit about how we’ve been able to do that ourselves but Chase from you. I’d love to hear what gave you the foresight and understanding how important it was to use email versus social media or traditional marketing platforms?
Email Marketing versus Social Media
Chase Dimond: Yeah. So there’s two pieces to that. One is my background always been in email. So email kind of was a no brainer when starting this agency, a lot of people came to me saying, Hey, can you help me with email, I know emails your thing. So in building all these online communities, email was a huge acquisition channel. So whether that was kind of scraping or aggregating data from platforms like Instagram around people posting with hashtag cannabis or people following CV related accounts, I was able to go on and find emails in their file is able to find the email in their contact button and actually connected with them. So email has been a huge acquisition channel for every business mine, as well as a huge retention and conversion channel.
So you use email to communicate content and build trust and once you have that trust, it’s a lot easier to sell products and sell services. So yes, my background being an email kind of led to doing this and knowing how important that was for these brands. I cannot rely on platforms like Facebook, Instagram Google to build their own audience is crucial, right? You get customers, you can use them to share via referrals, you can have word of mouth. So I think having your own audience where you control, you don’t have to put $1 in every single time you want to display a message is huge.
Having your own audience where you control, you don't have to put $1 in every single time you want to display a message is huge. - Chase Dimond Click To Tweet
Sonia Gomez: Yeah, it is really huge. And I’ll use myself as a personal example. Because what better way to do that? So I like to say we built our business upside down. I don’t like to say that but it’s the truth. We built our business upside down. We built this massive community not having a product or service to sell. And but we did have a mission. We had a mission. We had a movement that we wanted to create, and that was to legalize cannabis. Legalize, don’t criticize, and two and a half years ago when we started this community, it was still very much of a taboo even more so than it is certainly more so than it is today.
It was a very taboo subject and so we were doing everything in anything that we could to humanize the content or subject of cannabis, the community the mission, that movement that we wanted to cultivate, which was global ended up pulling people from all different spaces. And about three months, we organically had 100,000 people, maybe four months. And my husband came to me and said, You should probably do a video. Now, this is when Facebook Live was like in its infancy, nobody had any idea what it was capable of.
And I was like a video. I had a baby five minutes ago, like, are you kidding me? I’m not getting on camera. He’s like, come on, just do a video. I’m like, Okay, fine. So I jumped on and I do a video. And I was I didn’t want anyone to see me. I didn’t want any like, I was just so embarrassed. I had no idea what I was going to say, Well, it must have worked. I still to this day, don’t remember what I said it must have worked because the community went from 100,000 to 345,000 people in the next 45 days. Now, what did this mean for us? It meant that we had cracked the code on creating that internal ecosystem and any money that we had spent previous to that time was now compounding on top of itself. It’s like a bank account that continues to accumulate money.
Three years later, there were two and a half years later, here we are, we spend no money on advertising. And at the click of the button can generate hundreds of new customers from our social media platforms alone. That’s not including our messenger list or our email list. So spending money once to build a long term ecosystem asset, think about it like a moat around your castle. spending that money once pays you over and over and over again. And if you’re consistent, it continues to compound on top of each other. Now, it’s certainly a long term strategy taste.
Talk to me about the companies who can really leverage email marketing or the strategies that you have in particular, to their highest ability. I know that email and community building and some of these things, some are considered long term and some are considered short term strategies for businesses asking this question and particularly because I was speaking to some clients today, who are in that mode right now where they have to move units now, like in the next 30 days, the needle needs to move, where there’s other clients of mine who are like, you know, I have some time I have some runway, I really want to see this work.
How would you describe the path that a company who needs to move units now versus a company who has a little bit of runway, how would you recommend that they approach marketing in those two scenarios?
Good Candidates for Email Marketing
Chase Dimond: Yeah, that’s a great question. The first question you asked is, who is a good candidate for email? Right, and I think great candidates for email. Our clients have products that are consumable, products that people purchase on a weekly monthly basis. So that’s the best fit for me, right? I don’t like to work with mattress companies where you sell a customer a mattress, they don’t come back for five years, right? Products like CBD and cannabis where people are buying every single month, then it makes sense for these companies to start subscription businesses and email is a really great way what we kind of call it a set of these replenishment reminders.
So if you bought a product today, you know, most likely most CBD things are consumed within three to six weeks of receiving it. So you know in about four weeks from now we need to send an email follow up saying, “Hey, you’re about to run out why don’t you reorder and here’s 10% off on your reorder.”
So I think that addresses your first question, I think CBD products have, we want to use some kind of for the business of good HOV which is a high order value and repeat purchase is so important and emails crucial for that because kind of answer the first question on like who emails before huh?
Sonia Gomez: Yeah, it answer it answers it really super well. And because most of the people that we have on here have, you know, consumable products or something like that you’re rubbing on your scanner, taking in your body and I would think it’s fair to say that most of them are not properly leveraging their lists, let alone properly capturing the information. So I’m going to ask you about that more in a moment. But I want you to ask the other two questions.
Important Emails That You Can Send to Your Customers
Chase Dimond: Real quick. Before we get on that thing. I think a really important email that you could send to these folks is how do you use the pot. So if you could give recommended dosage and usage you know, apply this every morning, just like you eat your coffee or something just like you drink your coffee, add this to, you know, drink in the morning, if you can train your consumers on how they should be using your product, and how frequently they should be using it. That’s really great stuff your marketing on, hey, these people are going to inherently run out on time or sooner, which means you can sell our product, which means they could feel better, right? It’s really kind of a double-edged sword and a great way where businesses sell more products and consumers get to keep feeling great and feel healthy because of the products working.
Sonia Gomez: Yes, I love that.
Chase Dimond: So okay, so now go into the other question, which, correct me if I’m wrong, but it was How does a business leverage short term strategies with email? Or? And also, how do they leverage long term value? You know,
Sonia Gomez: well separate from email or inclusive to email, you are an agency, you offer marketing services. So my question is, let’s start with somebody who needs to get cash right now. And they need to start generating leads in the next or customers in the next 30 days. I want to understand how somebody works with you to solve that immediate sort of urgency that they have as a business.
Helping People Generate Leads or Customers in 30 Days
Chase Dimond: Awesome. So I have a pretty strong opinion on that you have to do two to three things well if you’re any kind of e-commerce business. You have to be able to execute on paid acquisition, which obviously in CBD and cannabis is easier said than done. That means that we are successfully doing it for clients. So there are ways that it can work. And I think I think Facebook didn’t come out that like they’re more lenient with topicals, whereas, with ingestible, they’re a little bit more strict. We’re running it with both topicals and ingestible. So I think the paid acquisition is probably the quickest way to drive traffic right?
Now there’s tonnes of top of funnel strategies. There’s influencers, there’s SEO, there’s PR, there’s affiliates. But I really feel like leveraging Facebook and Instagram and Google are the best platforms for any brands. And if you can figure it out right now in CBD and cannabis, you have a wide-open playing field, right? Not many people can figure it out. So I think leveraging hit acquisition, again on Facebook, Instagram, and Google, pairing that with email marketing, right?
Most people are not going to convert, you know, if you’re a good website, you only have you know, two to 4% of people converting on the first visit or at all, you have to leverage something like email to increase that conversion. And then you also have to have CRM, so conversion rate optimization. So if your website’s converting at 2%, how can we get that 2% conversion to 4% conversion now because that will double your revenue. So those are the three things that I recommend every brand, especially CBD brands need to do in the short term to be successful.
Sonia Gomez: What kind of budget do you think a brand should be allocated towards their marketing, if they’re being conservative, let’s say in a 90 day period, they’re conservatively trying to market their business online. Let’s also say that they have a good funnel, and they have a good website. And those two things don’t need to be built, that they’re ready to go to market. And they need now to invest specifically in marketing. What kind of budget should they be allocated towards their marketing over a 90 day period?
Allocating Budget Towards Marketing over a 90-Day Period
Chase Dimond: Yes, question. So typically, what we tell our clients and this is inclusive of management fees and setup fees and whatnot, you need to start with about $10,000 per month one is kind of where we think, that way you have enough budget to test Facebook and Instagram and then Google. That way, we have enough time to work with you on your landing pages in your website to make sure that you’re compliant, your ads will actually pass so we can kind of do some basic email marketing.
So I think you need to have kind of a total budget of about $10,000 to get started. about one spot file of that would be actually spent on acquisition. And about five of ads kind of split between setup, management fees and kind of, you know, so the about 10,000 per month one, if all is going well for seeing kind of a return on spending that we want to see in month one, month two, we like to go to about $15,000 in total budget. And then month three, you know, if things are going really well, you know, push towards 20 25,000. So again, like, that’s kind of what we set our clients up is, you know, be prepared to spend $10,000 month one, 15 thousand dollars month two and $20,000 a month three. And if they have more budget, even better, but we like to start kind of small and then scale. We want to make sure we have the fundamentals down before just throwing a bunch of money at it.
Sonia Gomez: Yeah, absolutely. And I love that you’re identifying that a $10,000 investment month one is a minimal investment. There are so there’s so many misconceptions. I’ve even done this myself where I’ve acted even more conservatively to say like okay, great for five thousand dollars a month, we’ll start to build your ecosystem and your list and all of those things. And even though I stand behind that as a strategy for positioning, because I’ve done this myself, where I’ve built up the audience and about 30,000, were able to go out there and start to attract our ideal partnerships.
And because we have the platform, they’re more inclined to want to do business with us, and pick up products and so on and so forth. The one thing that I am recognizing is that, like you said, the one strategy isn’t enough to move the needle fast, right? So implementing multiple strategies is where the additional investment comes from, to ensure that you’re not putting all your eggs into one basket, but that you’re diversifying your channels because if there’s one thing we know about this industry is that nothing is certain. And that’s part of the sex appeal, right? Is that sponsored by its part of the sex appeal, it’s the high-risk high reward that you have to certainly have a parent nuts for.
My client said today this is a weekly kick in the balls. And I’m like, yeah, I hope you can run a marathon after like getting kicked in the nuts. Because it takes to be successful in the space. Now somebody who has a little bit more of a runway, if they came to you turnkey converting offer, we’re excited to get to we’re excited to pour gas on something that’s already working, how would you approach their marketing strategy in the first three months? I always say it’s a numbers game. So break down the numbers to me and what kind of results somebody can expect to get if they’re aggressively marketing their products, let’s say with the 20,000 plus budget.
Results to Expect
Chase Dimond: Yeah, so for every client that we work with every brand that we talked to, whether they’re looking at it from a short term or a long term perspective, the plan for the first 90 days is still the same.
Sonia Gomez: Okay, good.
Chase Dimond: I’m always going to recommend that same kind of core foundation, and then post 90 days that’s really kind of where the strategy comes in, right? It’s like, do we add, you know, an additional 10 or 20k to what’s already working to double down? And kind of, you know, ante up? Or do we add additional channels? Right? So I mentioned Facebook, Instagram, and Google, we start testing Snapchat, you know, do we start investing into some content marketing and start working on SEO knowing that that’s going to be long term.
So we kind of said the client, like, here’s what we could do. Option one is let’s do more of what’s already working. And typically, that’s probably the best option. Let’s do more of what’s working while it’s working because every channel has a finite window, at any given point in time ads could get shut down. So we could start pouring more money into what’s already working at what we spent months building and get our return quicker, and build that email list faster, that’s where I recommend.
Other clients that want diversity, they know they want to start ranking on Google. So you know, we’ll start doing things like SEO and content marketing. So that’s another great one. transparently a lot of clients come to us asking for PR and while we do it, it’s not something I love to do. I feel like PR is just vanity, I feel like it’s super cool, that sounds great to say you’re on Esquire magazine or wherever you’ve been featured but there’s not a direct ROI. I think the only thing you need to do is I think you need two or three placements to have that social proof. And then from there, I don’t think you need 30 others, you know, they are great backlinks for SEO.
I feel like PR is just vanity, I feel like it's super cool, that sounds great to say you're on Esquire magazine or wherever you've been featured but there's not a direct ROI. - Chase Dimond Click To Tweet
But that’s my personal opinion about PR, what’s your thought on PR people talking about it all the time, I want to do PR, I wanted to PR, I’m always like, well, we could do that. But I don’t think that’s the right place to spend your money.
Sonia Gomez: Yeah, so that’s definitely was someplace where we might be able to connect and collaborate because my opinion of PR is similar and yet a little bit contrasting especially in my own business model. I have leveraged my positioning in media to generate seven figures easy. And so for me, it’s all about positioning, everything today is about who are you, where are you’re seen, who likes you, who trusts you, who is your brand aligned with, right?
so if I’m recommending– let’s use Fab CBD for instance, Josh Delaney, the founder of Fab CBD, who is one of the top five CBD companies listed in Forbes right now just put half a million dollars behind SEO and ended up in Forbes magazine. He is now attracting the exact kind of clientele that he wants for both wholesale and for direct to consumer distribution. So there’s certain clout that comes along with being positioned in these different publications because they have a specific audience, right?
If a women’s health or a mommy and me product is placed into women’s health or into my mommy’s magazine, this is excellent positioning to say that the go-to publication is recommending and referring this particular product does it need to be something that happens ongoing? No, you invest into doing it for you know, three, six months You run fast and hard with it, get that positioning to build the buzz, but you also simultaneously have to have the other things in the background 100% set up in order to maximize on your return.
If you go out trying to get onto public television and into publications, and you don’t have a rock-solid offer funnel, website, email sequences and captures set up and ready to go with upsells downsells cross-sells and the rest of it, you’re going to be wasting a lot of time and money building a buzz around nothing. You’re going to bring more volume to a platform that is not prepared which will compromise your professionalism and trust in the marketplace.
But if you have all cylinders on fire, like you should absolutely be investing in PR and getting yourself placed and building a personal brand. What I’m recognizing about this industry and I’ve been here for 35 years, my husband and I have been in this industry for 35 combined years I literally helped write the legislation that legalized cannabis in Colorado so I know what I’m talking about.
People don’t care what products you have, bro. They don’t care. Everybody has the same shit. Everybody has a topical, everybody has a thing. Pretty soon we’re going to see tops of these tinctures whistling at you when you hit the right diag. It’s just all gimmicks and gags at this point, what people are really actually interested are in the stories behind the brands, what is the purpose and the passion behind the product? Can I trust the people who are creating this product for me, right? And will it work for me? And why should I pick this instead of aspirin? Right? These are the things that somebody is really asking themselves and people don’t care what you know until they know that you care.
And the only way to do that is by getting in front of their faces on every platform that you can over and over and over again with value-driven content that leads them back connects them to your product. That’s how they get converted into a customer through PR. So that’s my agreeing and disagreeing with you. They have to have everything that you do in place in order to properly leverage public relations. Otherwise, what’s the point?
Chase Dimond: Yeah, no, absolutely. I completely agree. I think where I’m coming from is I think if you have the ability to invest into PR long term or another channel, I would offer another channel. I feel like at least in my personal opinion, for B2C, I think for B2B, PR, those types of things. Selling services are huge, right? In a service-driven world optics are everything right? But I think in a B2C, and again, this is from my own personal experience with it up, I felt like after the first three publications, kind of like after two or three publications, I thought there were diminishing returns where every new dollar we invest into PR was not bringing us additional new dollars.
I felt like the first few that we were in, were enough to have the logo and have that proof and then move on. So kind of us being in like 30 years. publications and learning the hard way of paying for PR, will lead to more now really kind of aggressive thesis on PR, you have to do it. But I think you just do it once if you do it well, right. If you’re on a B2C business, and then you move on to the next channel.
Sonia Gomez: Yes, I agree, I will agree with that, for sure. And you have to be really strategic about where you get placed, don’t go get placed for the sake of being placed, don’t get on to PR to practice, you know, like, you have got to be ready to go and go big, like, go bigger, don’t do it. You know what I mean? And I would say, like, let’s say that somebody has a specific bundle or a really unique selling proposition with their product. I would invest maybe a maximum of 90 days and be really, really strategic about the publications that you get placed in, get on to the local TV stations, get on to the Joe Rogan level podcast for your industry. Get into these like really high-level publications.
But again, only if you have all of the other things working because that’s just another method of pouring gasoline on to the thing and then leveraging that over and over again to say like, Hey, we’re trusted in the marketplace, otherwise 100% agree with you. And part of the attraction of running an e-commerce business is not having to be way out in front all the time. There’s like automation that is you can hire handsome blokes like you to do all that stuff while you’re drinking umbrella drinks. Like that’s my goal. Anybody wants to now find me in Bora Bora. So yeah, so that’s certainly my opinion.
I want to know from you like what are still some of the challenges as a service-based business and industry? What are some of the challenges because, and let me give some context to this question? I am going through a whole education process right now where I am empowering folks who like yourself saw an opportunity here, understood what they love to do and jumped in with both feet because you felt like you could bring value here.
So I’m advising folks in a similar situation where they can recognize the opportunity, they have a specific skill set or asset and want to know how they can apply it to this space. Inevitably, so there are still challenges that you face, no matter how successful you are, what are some of those challenges for you being a service-based business in this industry?
Some Challenges of Being a Service-Based Business Industry
Chase Dimond: There’s a number of challenges. So one, the barrier entry on price, right. So typically, again, like the price point of like the $10,000, that are really believed companies to be willing and able to invest, be successful in month one, but also be able to keep that for 90 days. I think that’s a huge barrier to entry for us being able to provide a service to clients. A lot of clients are coming to us a lot smaller than having an idea. They have a passion and a mission, but they don’t have the funding. So I think there’s a big disconnect there because we can only work with so many CBD brands were limited by our time right, as a service provider, we have to charge higher rates.
I think that’s one thing, right? In our non-CBD practice, we don’t charge a setup fee. We don’t have certain hoops that we have to jump through. It’s a lot quicker and easier. And we’re more willing to work with smaller companies because of that. So I think that’s one hoop. another hoop is kind of included in this bundle of us working with clients is like, they want help on payment processing. They want help with setting up a bank, they want help with all these other things. And that inherently slows us down. Right?
I like to move Full speed ahead. I want to just do the marketing, but inherently at work, we’re in, we’re inheriting all the other issues that come with CBD. And the reason I think that people choose to work with us is because we’ve literally been in their shoes, you know, we set up a website, we got it shut down, and we flew under the radar on Shopify for a very long time, right, going through payment processing, we are paying a really expensive rates, you know, we’re paying like eight or 9% for our payment processing.
So you know, we’ve been screwed over, we’ve gone through everything. So I think people really like working with Because we’ve been in their shoes. So that’s prob because we’ve been in their shoes, we feel so inclined to want to help them with all these other things that are outside of the scope. And now we’ve taken on way too much, right?
Sonia Gomez: Yeah, totally.
Chase Dimond: So that’s another. Even with us having a lot of success advertising on Facebook and Instagram, there are still cases and fires that we have to put out all the time where these five ads passed with these five ads have done tonight are no ads passed, everything got denied. So we’re kind of constantly battling with the strategies that we’re working on to get ads up. And then once ads are up they’re kind of sustainable getting ads alive has been a challenge to some degree, right.
That being said, You know, I think we’re at about a 75% kind of completion rate, seven or eight out of the 10 clients that come to us, we’ve been able to ads up and they’re sustainable. But that’s another challenge, right? We’re very transparent. If we never get ads up, we refund the money. So So inherently there’s a lot of challenges both from being a service provider and working with brands and making sure that everyone has the same level of education right.
So we feel like we’re spending a lot of time and money on lawyers that way we’re educated, and then we’re able to pass it on to our clients. So it’s an expensive playground to be in. But it’s a really rewarding one.
Sonia Gomez: What are the things when you’re faced with challenges like and by the way, this is not a unique situation, right? This is like across every board, everyone always needs more qualified leads, they always need the ancillary solutions that allow you to do your best job because these are always the challenges and whether you’re a lawyer and accountant, a plumber, it doesn’t fucking matter that this is across every single industry. So I actually love that these are your challenges because they make you human and they make your business real. Your results are also phenomenal.
And my question is, what are some of the– you said something that was really important to me, the piece that I love to do the most is this part. And I want to understand what you think because I preached this quite a bit, I follow a gentleman by the name of Roger James Hamilton, who focuses specifically on what doing the thing that you are most naturally inclined to do and that you’re most passionate about, and how to leverage that as your superpower in any situation. So I really love that you can identify on the piece that you love the most.
What do you think is the opportunity cost that you risk or the money that you leave on the table? By diluting your potency away from the thing that you love most? Do you think that there is an opportunity cost by trying to solve these problems having that compassion for where the businesses that instead of just saying really hyper-focused on your one skill set, I’m asking for a friend because I may or may not know someone who’s in the same situation?
Providing Full-Service versus Being Hyper-Focused on One Skillset
Chase Dimond: So there’s a couple of things I want to mention. So When I first started my agency, Boundless, email was our superpower. It was the thing that we were best at is the thing that I really enjoyed. And we got to kind of the random ad hoc requests of, can you do SEO? Can you do this? And can you do that? And when we started doing everything, it really detracted from the quality of our work, until we brought on the right partners that were experts in their field.
So for me personally, email was my strong suit, I don’t run any ads and then run them out of my life. I brought in the right partners on my team that run ads. So for me in some regard, like I am staying in my lane and emails, probably the thing I’ll always do. That being said, like being like a person that is compassionate, right, I want to be able to help these people. So I think going back to the question like for us, originally saying we did everything and therefore we did nothing.
So then going into just doing email, and really crushing it to now kind of going back to the thing where like, people are coming to us with these needs, and we now finally have the right ecosystem to support them has been really cool. Um, but yeah, like all these other things are definitely distractions, right, the more things you’re focused on the less mindshare, you have to really execute on the thing that you love and when you stop doing the thing that you’re great at and what you do love, you know, you go through the roller coaster right?
Sonia Gomez: man, it’s just the ever running river of entrepreneurialism and really trying to find what that sweet spot is. And for me, like, you have to kiss a bunch of frogs before you find the prince. You know, like you you have to figure out. I love that you know what your superpowers are. I love that you build your team to be a direct compliment. I think it was Mark Cuban who said the first thing you do is hire your weaknesses.
And I love that you are doing all of those things. And I and for those of you guys who are listening, I think one of the biggest pieces of advice or takeaways that you might consider gathering from this conversation and many of the others is build yourself by building your team. And be really clear about what you want to accomplish in your business, have that vision and roll your team. And then your time will expand, multiply with your team, right and what you can actually accomplish, also multiplies. I love that everything that you’re doing right now is directly related to CBD and in the spirit of the folks who are a part of our network of the listeners who are on here who have existing brands or perhaps are pulling the capital together to get started in this space.
I would love to hear your words of wisdom that you would be able to share what are some key pieces of advice that you would give somebody right now let’s just say for somebody who has an existing business right now, and they need or want to break through this glass ceiling or brick wall of marketing, what would be some pieces of advice that you could offer that they could either implement themselves or you could help them with?
Words of Wisdom
Chase Dimond: Yeah, absolutely. So I think you mentioned this before too I think if you have a brand new about sort of brand I think it all goes back to literally the branding. How does it look? What are the values that it communicates? Right? Why are people doing this? Is it just to get rich Is it because that you know, for example, in your store effort, your number of times Is it because there’s something greater right? But I think if there’s something greater, be open about that don’t hide behind it, but I think your brand should be an extension of yourself if you’re doing this to make money but also to help people I think that should be communicated. So I think it starts from day one, or if you’re already part of it, like and you’re not doing this like go back to making sure this brand looks premium. That looks incredible. It sounds incredible. And it is incredible, right? I really believe in having the best quality product and the best quality ingredients and the best quality service and all those things, some of them cost money, some those things don’t, right for you to delight your customer as a founder, make a phone call and some other places in order, especially in the early days, right, send them a postcard-like, I think there are so many things to do that are overlooked because they don’t seem scalable. It seemed like too much effort. So I think one is focused on the brand and focus on the customer. And really narrow them like, who is the customer, don’t go after everyone. Pick a niche like for us for when we started our brand. Everyone was doing CBD but not everyone was doing CVD specifically for dogs. So I think find the market and be able to communicate to them. And knowing your customer. Knowing who you’re speaking to is so important that funnels into everything you do funnels into who we target on Facebook side, on the Instagram side, that funnels into how we write the copy on the website, and then the emails. So branding and investing into your team, like we just mentioned, and knowing the right levers to pull on the marketing side, right? If you can find someone that can do Facebook and Instagram and Google now’s the time like wallets expensive, it’s only gonna get more expensive as more CBD brand goes in right. As the supply and demand kind of work themselves out. It’s going to get extremely expensive. Well, today, it’s a lot cheaper, right? Because not everyone’s doing it. I would buckle down on branding, messaging, team, and the channels that you can put dollars into the data will spit back out.
Chase Dimond: I know that was a lot.
Sonia Gomez: No, that’s perfect. That’s the exact amount that I wanted to hear because it’s comprehensive. So I think I will just piggyback by saying ditto. I think it’s really good advice. And, you know, I think that while we are all scrambling to get a new customer, my words of wisdom would be to piggyback off of what you said, stay true to the customers that you already have.
You know, don’t forget to serve them. Don’t forget to serve the customers that you have already cultivated and continue to remind them that there’s more opportunities for them to engage with you. Give them a reason to stay plugged in with you and in building that solid dependable revenue through the existing customer base that’s the element of email in the first place is like Oh, they said that they wanted more let’s give them more okay what’s the more that they want and it’s all strategically built off of the actions that they are taking but that’s influenced by the actions that you take in their direction first it’s a push me pull me relationship.
Don't forget to serve the customers that you have already cultivated and continue to remind them that there's more opportunities for them to engage with you. - Sonia Gomez Click To Tweet
I am so excited to have had you on I think you brought a lot of value to the podcast today and I’m really honored and excited to continue to celebrate all of your success. Chase, where can people find you if they are interested in working with you?
Chase Dimond: Yes. Thank you for having me this was an absolute pleasure. You can find me at my website. Boundless, BOUNDLESSlabs.io. So, boundlesslabs.io is my website. My email is just [email protected] those are probably the best two or on Instagram, chasehunterdimond
, no a dimond so chasehunterdimond on Instagram.
Sonia Gomez: Nice. Hey guys, all of the social handles and websites will be posted inside of this blog here along with show notes, highlights and all of the mentionable and tweetable that we include. Make sure that you check it out and share this content with other folks that you know, this would be a benefit to because you share content just like this one, we’ve been able to impact hundreds of millions of people’s lives around the world. It’s tough to even conceptualize that it’s really incredible to celebrate. So I appreciate your guys’ being a part of our community. And if you are a person looking to break through the glass ceilings of entrepreneurship in the cannabis and hemp industry, check us out on Emerald circle on theemeraldcircle.com We are happy to help. And as you know it is our mission to empower you with the truth about cannabis and hemp so that you can make educated decisions about how you’re going to be involved in this incredible industry. I’m your hostess with the mostess Sonia Gomez and this is the hemp revolution. Thanks so much, Chase.
Chase Dimond: Thank you
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