The Ecommerce Influence Podcast

Advertising plays a big role in any ecommerce strategy. So what do you do if your brand is banned from advertising on Facebook, Google, and Amazon?

That’s the challenge faced by Chad Lio, Director of Marketing for Veritas Farms, a company that sells CBD. While not technically regulated by the FDA, there are still many limitations when it comes to advertising CBD.

Today Chad joins us to talk about Veritas Farms’ multifaceted marketing approach, and how they successfully drive sales, despite being banned from some of the top ad platforms. He’ll share what’s working for them with influencer marketing, media buying, SEO, and more, and the critical role research plays across their entire strategy.


Episode Highlights:

  • 4:48 Chad’s experience in digital marketing and ecommerce.
  • 6:12 Multifaceted marketing: what it means to be the Director of Marketing for a company that sells both online and in retail brick and mortar.
  • 8:02 Navigating the wild, wild west of selling CBD.
  • 12:10 The detailed process Chad and his team follow to find the right influencers.
  • 15:32 The importance of doing your research, especially when it comes to SEO.
  • 19:15 Content Marketing: deciding what channel you want to go after first.
  • 22:15 Chad’s #1 piece of advice for content marketing in ecommerce.
  • 25:10 How Veritas Farms uses the 80/20 rule in their content marketing strategy and the role media buying plays for them.
  • 27:54 What to look for when seeking publishers for your sponsored content.
  • 29:57 The marketing strategy that's most effective for Veritas Farms.
  • 31:47 Questions to ask before you start focusing on conversion rate optimization.
  • 35:35 The email sequence that’s most successful for Veritas Farms, and a new Klaviyo feature you won’t want to miss.
  • 37:50 Veritas Farms lead generation strategy and the importance of segmenting your email list.
  • 41:35 Why research is a critical component if you want to successfully scale up.

Links and Resources:

Become a Member:

If you've been a podcast listener for a while and you've yet to join the Brand Growth Experts Membership, now is the time to do it. It’s my online coaching community, and it’s an incredible resource for you. We've got about 120 members, all ecommerce business owners and marketers. And in that community, I work with you one on one to help scale up your business.

That could be scaling up advertising, hiring a team, or diving into marketing strategy. We go really in depth every single month on topics that we also talk about on the podcast. So, if you've enjoyed the podcast, you're going to love the Brand Growth Experts Membership. Head over to for more information. Can't wait to see you guys on the inside

Sponsor: Klaviyo

If you’re looking to grow your business, there’s only one way. By building real, quality customer relationships. Most marketing software will claim that they do this, but they’ll never deliver on those promises. Klaviyo, though, is different. Klaviyo helps you build meaningful customer relationships by listening to and understanding cues from your customers, which allows you to easily turn that information into valuable marketing messages that’ll help grow your business and make more money. That’s why over 10,000 innovative brands have switched to Klaviyo.

If you aren’t already a customer, head over to and you’ll get a free trial + priority on-boarding.

Sponsor: Shoelace

Shoelace helps fast-growing ecommerce stores build brand equity, increase conversions and grow revenue using Customer Journey Retargeting by showing the right ad to the right people at the right time.

Shoelace is excited to announce its all-new integration with Klaviyo. This integration lets you seamlessly synchronize your marketing activity across your email and retargeting channels. Boost your email campaigns by automatically retargeting email recipients across multiple channels. Increase campaign engagement by showing ads to recipients who didn’t open or click an individual campaign. Most importantly, drive growth by effortlessly retargeting all of your Klaviyo lists and segments with personalized messaging.

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Direct download: EI_201-Chad_Lio_v3.mp3
Category:general -- posted at: 3:00am CDT