Built Online Podcast Summary

Episode: DON’T Use Paid Ads | My #1 Organic Marketing Strategy No One’s Talking About (ft. Luke Yarnton)
Host: Cody McGuffie
Guest: Luke Yarnton
Release Date: July 14, 2025

Introduction

In this episode of Built Online, host Cody McGuffie welcomes Luke Yarnton, the founder of The Rave, a groundbreaking platform that revolutionizes influencer marketing for e-commerce businesses. Cody and Luke engage in an in-depth conversation about leveraging organic marketing strategies through micro and nano influencers, steering away from traditional paid advertising methods.

The Shift from Traditional Influencer Marketing

Identifying and Activating Micro/Nano Influencers

Luke Yarnton discusses the limitations of traditional influencer marketing, emphasizing the inefficiency of cold outreach to influencers who may not have prior affiliation with a brand. He states:

"Traditional influencer marketing is that you've got someone on your team who's going to spend eight hours a week doing cold DMs to an influencer who's never heard of you before, begging them to post about you..." ([04:27])

Instead, The Rave focuses on identifying existing customers who already have a significant following (over 3,000 followers) on platforms like YouTube, Instagram, TikTok, and Twitter. By activating these genuine brand advocates, businesses can build an "ambassador army" that promotes the brand authentically.

Benefits Over Traditional Methods

Luke highlights a success story where a micro-influencer generated over $180,000 in sales for a mid-sized Shopify brand through authentic promotion. He explains:

"One of the key examples I like to wheel out every now and then is we partnered with this carry-on luggage bag... this person's gone on to generate I think more than $180,000 worth of sales for this brand." ([08:26])

This approach not only increases brand visibility but also fosters long-term relationships with influencers who are genuinely passionate about the products they endorse.

The Rave: Transforming Affiliate Marketing

Core Offerings and Integration

Luke elaborates on The Rave's functionality, explaining how it integrates with tools like Klaviyo to monitor customer purchases in real-time and identify potential influencers. The platform analyzes millions of influencer profiles daily to find customers who can amplify the brand's reach.

"We are helping brands identify who of their actual real-life customers has the ability to amplify the brand." ([03:03])

Automated Yet Personalized Outreach

The Rave employs a blend of automated emails and Instagram DMs to reach out to identified influencers in a non-intrusive manner. Luke emphasizes the importance of maintaining authenticity in these communications to avoid appearing spammy or transactional.

"It's like a serendipitous transaction, where it feels kind of light and organic... you can consider them like team Sally now." ([13:16], [18:46])

Building Sustainable Relationships with Influencers

Ongoing Engagement Over One-Time Posts

Cody and Luke discuss the importance of moving beyond one-off promotional posts. Luke advocates for building ongoing relationships where influencers consistently promote the brand, ensuring sustained visibility and trust among their followers.

"The one and done is gone... you want to build a relationship where they're constantly thinking about your brand." ([12:26])

Mutually Beneficial Partnerships

Luke advises brands to treat influencers as collaborators rather than mere marketing tools. This involves offering meaningful incentives, such as exclusive access to products, personalized support, and opportunities for influencers to contribute to product development.

"They should want to help lift you up... it's about finding that middle ground in a way that benefits the creator and benefits the brand." ([20:16])

The Importance of Small Businesses and Community Impact

Empowering Entrepreneurs

Both Cody and Luke express a strong belief in the value of small businesses and entrepreneurship. They argue that enabling more individuals to own and operate businesses contributes positively to communities by fostering autonomy and economic growth.

"I think everyone should own a business... in today's world, 2025, you can, every single person can own a business." ([32:48], [34:21])

Supporting Local Economies

Luke shares personal anecdotes about his family's third-generation retail business in Auckland, underscoring the broader societal benefits of local businesses. He laments the decline of community-centric stores due to corporate consolidation and advocates for strategies that support local entrepreneurs.

"When you get out of like the big cities... those main streets with boarded up windows that have sort of been gutted by big business." ([33:01])

Rapid Fire Q&A Highlights

Favorite Business Book: Luke recommends "Never Split the Difference" for its invaluable negotiation strategies applicable in business contexts. ([28:31])

One Thing to Know Before Starting a Business: He emphasizes the importance of simply starting and embracing the learning process over seeking perfection.

"It's a learning process and I guess learning how to learn is maybe ironically kind of the key answer there." ([29:00])

Worst Business Advice Received: Luke criticizes the notion prevalent in New Zealand's business culture that longevity equals success, advocating instead for proactive growth and happiness. ([29:43])

Defining a Creator: He broadens the definition of a creator beyond content creation to anyone wielding influence, including product creators.

"Anyone that can wield influence of any size can be a creator." ([30:27])

Who Should Be a Business Owner: Luke passionately believes that everyone should have the opportunity to own a business, highlighting the personal and community growth it fosters. ([31:48], [34:08])

Conclusion

In this episode, Luke Yarnton presents a compelling case for shifting from traditional paid advertising to organic, influencer-driven marketing strategies. By leveraging micro and nano influencers who are already passionate about a brand, businesses can achieve authentic growth and sustained engagement. The conversation underscores the significance of small businesses in enriching communities and advocates for accessible entrepreneurship in the modern digital landscape.

Notable Quotes:

• "Traditional influencer marketing is that you've got someone on your team who's going to spend eight hours a week doing cold DMs to an influencer who's never heard of you before..." ([04:27])

• "One of the key examples... this person's gone on to generate I think more than $180,000 worth of sales for this brand." ([08:26])

• "The one and done is gone... you want to build a relationship where they're constantly thinking about your brand." ([12:26])

• "Anyone that can wield influence of any size can be a creator." ([30:27])

• "When you get out of like the big cities... those main streets with boarded up windows that have sort of been gutted by big business." ([33:01])

Connect with Luke Yarnton

• Website: The Rave
• LinkedIn: Luke Yarnton

For more insights on building and scaling your e-commerce business, tune into Built Online and explore the strategies shared by industry veterans like Luke.