In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers.

Dive in:

[06:12] SEO's Evolution: User-Centric Search

[07:01] Google's Focus on User Intent

[12:46] "Importance of Trust-Building Pages"

[15:09] "About Us vs. Contact Us"

[18:39] "Mid-Funnel Shopper Content Strategy"

[20:24] "Audit Blogs: Value Over Volume"

[24:11] Insider Tips from Amanda!

First Pillar: Product Pages

Product pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors.

Second Pillar: Category Pages

Category pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store.

Third Pillar: Trust Pages (About, Contact, and Credibility)

Trust pages prove that your business is real and reliable. Important examples include the About Us page and the Contact Us page. Many stores hide these pages in the footer, which makes them harder for users and Google to find. Instead, make them easy to access in the main navigation or header. Clearly show who you are, how customers can contact you, and why your store can be trusted. Strong trust pages improve SEO signals and increase customer confidence before they buy.

Takeaways:

• Making your About Us and Contact Us pages visible builds real trust. They're not just SEO boxes to tick. Users need to find real people behind the brand if you want them to buy. Authenticity always wins.
• Helpful content isn’t about stuffing keywords. It’s about meeting what your customer actually needs at every stage – info, reassurance, easy navigation. Good for SEO, but great for building community.
• Don’t hide your story. Even if you’re camera-shy, showing your brand’s purpose, team or process on your site helps people connect. Connection is culture. It’s what turns browsers into loyal advocates.
• Cut the fluff on your blog. Every post should add value or reinforce your expertise. Content for content’s sake confuses both search engines and customers. Precision matters.
• Conversion and SEO are inseparable – user experience is at the core of both. If your site is designed for clarity and accessibility, you’re not just optimised for search; you’re building lasting trust.

Find the notes here: https://keepopt.com/298

In this episode, Liv shares how to turn your eCommerce category pages into powerful revenue drivers – without stuffing them with endless SEO copy. We dive into practical fixes, smart internal linking strategies, and how to prepare your store for the rise of AI search and agentic commerce.

Dive in:

[06:12] "Optimizing Collection Pages Effectively"

[09:15] "eCommerce Site Structure Insights"

[10:41] SEO, UX, and Engagement Signals

[15:40] "Optimized Copy Boosts Rankings"

[18:42] "Internal Linking Pitfalls Explained"

[21:23] "AI Search Optimization for eCommerce"

[25:57] Insider Tips from Liv!

Do: Keep Category Page Copy Tight and Conversion-Focused

Write copy that helps shoppers choose. Focus on product types, benefits, and buying considerations. Keep it clear and commercially relevant. Around 300–500 words are often enough.

Avoid: Adding 2,000 words of fluff about “What is a dress?” or product history. More words do not mean more value.

Do: Build a Clear Internal Linking Structure

Link parent categories to subcategories and back again. Use descriptive anchor text like “red dresses” instead of “click here.” Make your hierarchy obvious to both users and Google. This improves crawlability and navigation.

Avoid: Weak anchor text and Shopify non-canonical product URLs that dilute ranking signals.

Do: Optimise for AI Search with Better Product Data

Prepare for AI-driven shopping now. Keep your product feeds clean and complete. Add structured data and FAQs that answer real buying questions. Optimise for long-tail and comparison queries.

Avoid: Ignoring product feeds and Merchant Center setup while competitors prepare for agentic commerce.

Takeaways:

• SEO isn’t just spreadsheets and keywords. It’s about understanding people. Liv reminds us: Don’t create content for Google. Create for real humans. When you serve users first, search engines will reward you.
• The secret sauce for category pages: Internal linking! Liv Day shares how connecting relevant pages not only helps Google but guides buyers. Conversion and SEO go hand in hand.
• Copy on category pages shouldn’t be endless. Too much information can confuse users and hurt your rankings. Keep content clear, concise, and focused on helping shoppers decide.
• We’re about to enter the world of agentic commerce. Soon, purchasing straight from Google and ChatGPT will be the norm. Liv urges brands to optimize product data now to stay visible.
• SEO is a journey, not a destination. Testing, learning, and iterating help you keep up with change. What worked yesterday may need a tweak tomorrow.

Find the notes here: https://keepopt.com/297

In this episode, returning guest Sam breaks down how large Shopify brands should be structuring their product data and taxonomy to succeed in both SEO and the fast-evolving world of AI search. He talks about practical fixes that can improve visibility, customer experience, and organic growth — and why getting your data foundations right now will pay off across every channel.

Dive in:

[05:39] AI Strategies for Shopify Brands

[07:51] Store Success Depends on Structure

[12:31] Optimizing Shopify Data for AI

[16:38] "Shopify's AI-Powered FAQ Tool"

[19:44] AI Search and Shopify Shipping

[20:44] "AI, Shopping, and SEO Challenges"

[22:27] Insider Tips from Sam!

Clean, structured product data is now your biggest growth lever

AI search and SEO both rely on clear, structured product data. If your data is messy, incomplete, or spread across systems, you will lose visibility. Treat Shopify as your single source of truth. Fill in standard fields like product type, category, materials, and key attributes. Avoid storing important details only in images, PDFs, or documents. Clean data flows into AI tools, Google, ads, and your site, so one fix improves many channels.

Go deeper with taxonomy and attributes to win more traffic

Basic categories are no longer enough. You need deeper product structure that matches how customers search. Create more specific categories and filters where it makes sense. Then add richer attributes such as size details, materials, ingredients, or performance data. AI tools use this depth to decide which products to show. Better structure also improves on-site navigation and conversion. When customers can find the right product faster, revenue follows.

Start preparing for AI now by enriching real customer knowledge

AI cannot invent accurate product information if it does not exist. The advantage comes from turning internal knowledge into structured content. Capture insights from customer service, product teams, and suppliers. Turn common questions into FAQs and detailed product information. Add shipping, returns, and usage details in text format, not just policies or images. The brands that document what they know today will be the ones AI recommends tomorrow.

Takeaways:

• Shopify’s secret to success? Turning technical headaches into easy wins for everyone, not just devs – and now, they're doing the same for AI. The future belongs to brands with quality data and clear structures behind the scenes.
• Want to futureproof your online store for AI search? Start with the basics: organize your product data, nail your taxonomy, and focus on making your brand message portable so it shines through, even when customers never visit your site.
• Shopify’s new tools make catalog mapping and data plumbing simpler than ever—but it’s what you feed the system that counts. Clean, detailed product info is your edge as AI-driven discovery takes off.
• Richer, deeper product data isn’t just for better SEO—it powers AI tools, improves UX, and sets your brand apart. If your specs are buried in PDFs or blurry images, now’s the time to transform them into structured, searchable content.
• This Q4 could be the turning point for AI-driven shopping. The work you put into fixing your taxonomy and data flows now will pay off in organic growth, smoother user journeys, and readiness for whatever AI brings next.

Find the notes here: https://keepopt.com/296

In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond.

Dive in:

[04:21] ChatGPT Citations vs. Google SEO

[09:00] "Effective Content Structure Tips"

[13:30] "Optimize FAQs for AI Search"

[15:37] "Optimizing Offsite AI Citations"

[19:24] Optimize Content for Reddit & Wikipedia

[20:32] Insider Tips from Emily!

AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for Both

One of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery.

On-Site Optimisation: Structure and Unique Content Are Non-Negotiable

The episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends:

• Starting every page with a clear summary: AI bots skim rather than read, so front-load value.
• Chunking your content into short, digestible sections and using bullet points to make parsing easier for AI.
• Including FAQs—especially long-tail, user-driven questions—since AI search queries tend to be much longer and more conversational than those in traditional search.
• Finally, create content only you can create: focus on proprietary data, real-world experience, and unique perspectives—anything that couldn’t simply be generated by an AI prompt.

Off-Site Tactics are Changing: Citations and Mentions Matter More Than Traditional Backlinks

Off-site optimisation for AI no longer revolves solely around backlinks. Emily explains that AI search engines favour brand mentions and citations over links. It’s crucial to get your brand discussed on high-authority sites, in industry listicles, community platforms like Reddit, and on Wikipedia. Also, for Google’s Gemini AI engine, having relevant YouTube content is a significant advantage. Monitoring where your brand is being cited in AI results (using tools or manual checks) will highlight new opportunities for growth. Strategic PR, industry coverage, and “as-seen-on” mentions can have an outsized impact in this new landscape.

Takeaways:

• AI search engines are changing the game! Your site needs clear structure—think summaries up top, FAQ sections at the bottom, and content the AI couldn't have written. Original insights win.
• Offsite matters more than ever. AI bots don’t care about backlinks—your brand just needs to be mentioned in blog posts, listicles, and even Reddit threads. Start boosting your visibility!
• Long-tailed queries are the new norm. With AI search, questions are longer and more specific. Use FAQs and comparison pages to answer what real people are asking and edge into AI results.
• Don’t forget your product pages! Chunk info, add product FAQs, and keep it simple. If AI can’t render your content (looking at you, JavaScript), you’ll be invisible.
• Stay ahead: Watch for ads in ChatGPT and others soon. PR and industry news coverage are key to appearing in AI search answers—the time to act is now.

Find the notes here: https://keepopt.com/295

In this episode, Iva breaks down the bad SEO practices that can seriously damage your rankings, traffic, and long-term growth — and how eCommerce brands can avoid them.

Dive in:

[05:05] "SEO Mistakes to Avoid"

[08:26] "Black Hat SEO: Link Farming"

[12:22] "Cloaking and Keyword Stuffing"

[16:30] Avoid Duplicate or Plagiarized Content

[20:08] AI vs Human Content Creation

[23:25] "Prioritize Key Pages in Menus"

[25:17] "Continuous SEO Is Essential"

[27:22] Insider Tips from Iva!

Bad SEO doesn’t just slow growth — it can wipe out your traffic

Shortcuts in SEO almost always backfire. Tactics like link farming, hidden links, or keyword stuffing can trigger penalties that are hard to recover from. Some sites see traffic disappear overnight after an update. For eCommerce brands, this means lost product visibility and fewer sales. Once trust is damaged, rebuilding rankings takes time, money, and patience. Clean, honest SEO is always cheaper in the long run.

Many SEO problems happen by accident, not intent

Some of the most damaging SEO mistakes are simple oversights. Sites are often launched with “noindex” settings still turned on. Location or category pages get copied with little change, creating duplicate content. Website structures become messy as new products and pages are added. Search engines struggle to understand what matters most. Regular technical checks can prevent months of lost traffic.

SEO is not a one-time project — it’s ongoing infrastructure

SEO works more like store maintenance than a campaign. You cannot “set it and forget it” and expect results to last. Brands that stop investing often see traffic fall six to seven months later. Search engines and AI tools reward sites that keep improving. For eCommerce teams, this means continuous optimisation of content, structure, and user experience. Consistency is what protects revenue over time.

Takeaways:

• Want lasting SEO success? Iva Jovanovic says it’s never a one-time setup. SEO needs consistent attention, just like any relationship that matters for your brand’s future online.
• Linking your sites together in a sneaky way might feel clever, but Iva Jovanovic warns it can lead to long-term damage and a ranking crash. Build links that truly add value instead.
• Mistakes happen—even accidental ones like leaving your new site “noindexed.” Iva Jovanovic highlights that small tech slip-ups can quietly destroy your visibility. Double-check and stay curious!
• AI tools? Use them for inspiration, not as your voice. Iva Jovanovic reminds us quality content is always human at heart. Stand out by sharing your unique story and perspective.
• Culture in the digital world is about ongoing learning and curiosity. Iva Jovanovic encourages exploring, experimenting, and always looking to improve—both for yourself and your brand’s online presence.

Find the notes here: https://keepopt.com/294

Here's Chloe to let you know how to get involved.

Submit your top tip for growing an eCommerce store with awesome marketing here: https://keepopt.com/300

Drawing on GoKwik’s experience across thousands of brands, Abhishek, who has also been on the eCommerce MasterPlan podcast, breaks down practical WhatsApp strategies that improve retention, reduce support friction, and increase long-term revenue.

Dive in:

[03:31] "Transforming eCommerce with WhatsApp"

[06:33] "WhatsApp Adoption Trends: East vs West"

[12:58] "Engaging Customers Through Personalization"

[14:26] "WhatsApp's Marketing Advantage Over Email"

[20:01] "Effective WhatsApp Engagement Strategies"

[21:39] "Gamified Reviews Boost ROI"

[27:36] "Campaign Automation for ROI Growth"

[29:04] "WhatsApp Marketing: Key Insights"

[30:38] Insider Tips from Abhishek!

[37:06] Episode sponsored by GoKwik. Find out more at https://keepopt.com/kwikengage

WhatsApp Works Best When You Focus on Customer Lifetime Value, Not One-Off Sales

WhatsApp is not just another acquisition channel. It shines when used to build long-term customer relationships. Many eCommerce brands lose 60–70% of customers after the first purchase. WhatsApp helps close that gap through ongoing, two-way conversations. It supports post-purchase education, product tips, and helpful check-ins. This kind of engagement increases trust and repeat buying over time.

Start With Abandoned Cart Recovery to Prove ROI Fast

Abandoned carts are the fastest win on WhatsApp. You already paid to get the shopper to your site. WhatsApp recovers over 20% of abandoned carts for many brands. This beats email and SMS by a wide margin. Start here to show value quickly before expanding into more advanced use cases.

WhatsApp Blends Marketing and Customer Service Into One Powerful Channel

WhatsApp removes the gap between marketing and support. Customers can track orders, ask questions, and get recommendations in one thread. This reduces friction and builds confidence, especially for first-time buyers. Brands often see fewer support tickets as a result. At the same time, these conversations unlock cross-sell, upsell, and review requests.

Takeaways:

• WhatsApp marketing is more than just a trend—it's transforming how brands connect with customers. Personal conversations, instant feedback, and genuine engagement create real relationships that boost lifetime value.
• Asia’s WhatsApp adoption shows us the future: business and culture blend seamlessly. Western markets are just waking up—don’t wait to learn from global leaders. Success starts with curiosity and collaboration.
• On WhatsApp, the boundary between service and marketing disappears. A birthday wish, an assemble-your-table video, a review request—these moments make customers feel seen and heard. Culture thrives on authenticity; tech should amplify it.
• Customers don’t want another faceless brand. WhatsApp lets founders send direct video messages, gamify reviews, and even spotlight happy pets online. The magic of culture is connection—digital tools help us make it personal at scale.
• AI agents on WhatsApp are coming fast. Imagine instant support, assisted buying, and marketing—all in one chat. The brands that embrace tech while respecting human connection will set new standards for culture-led commerce.

Find the notes here: https://keepopt.com/293

Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage

In this episode, returning guest Alice shares how she’s using WhatsApp communities to uncover powerful customer insight, build trust, and shape better marketing decisions—without turning WhatsApp into a sales channel.

Dive in:

[06:32] "Validating Recovery and Performance Messaging"

[12:15] Building Engaged Communities on WhatsApp

[15:42] "Understanding Customers' Deep Motivations"

[20:52] "Successful WhatsApp Groups Explained"

[22:14] Founders' Motivation and Team Dynamics

[27:18] Successful WhatsApp Group Strategy

[29:48] Insider Tips from Alice!

A WhatsApp community only works if it is not a sales channel

WhatsApp groups fail when brands treat them like broadcasts. Customers do not join communities to be sold to. They join to learn, share, and feel understood. Trust grows when conversation flows both ways. Sales then happen naturally, not through pressure. For eCommerce brands, the real value comes from insight and loyalty, not instant revenue.

The right people matter more than the number of people

Small, curated groups outperform large, open communities. Engagement drops fast when members do not feel connected to each other. The most effective WhatsApp groups are built around shared motivations, not demographics. This means inviting customers who face similar problems and want to learn together. For eCommerce teams, this approach leads to better feedback, stronger relationships, and higher long-term value.

WhatsApp groups reveal customer insight you cannot get from surveys

Customers speak differently when they are relaxed and not being “researched.” In WhatsApp groups, language is more honest and emotional. This reveals real objections, motivations, and frustrations. That language is gold for product pages, ads, emails, and content. eCommerce brands that listen closely can replace guesswork with real customer voice.

Takeaways:

• Building community in WhatsApp groups isn’t about numbers—it’s about creating genuine connections. If you want real engagement, focus on who you invite and curate spaces where people can learn from each other. Quality over quantity!
• Research calls are great, but WhatsApp groups offer ongoing, organic insights. When people feel comfortable and valued, their honest motivations emerge naturally. That’s where cultural gold lives—in everyday conversations.
• True community happens when members interact without constant moderation. If people celebrate, share struggles, and genuinely connect, culture thrives. It’s not a broadcast channel, it’s a space for real relationships.
• Group dynamics work best when built on shared aspirations—not just demographics. Bringing together people who can learn from each other creates vibrant, resilient culture. Find those overlaps to spark authentic engagement.
• Don’t treat WhatsApp groups as one-way sales channels. Give members room to express, encourage vulnerability, and facilitate learning. Reciprocal relationships set the stage for long-term brand loyalty and advocacy.

Find the notes here: https://keepopt.com/292

Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage

In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves.

Dive in:

[05:59] "Targeted WhatsApp Consent Strategy"

[09:21] WhatsApp Outperforms Email Revenue

[12:47] Act Now: Novelty Won’t Last

[15:07] "Brands That Act Win"

[19:43] Insider Tips from George!

Start WhatsApp with existing customers, not new leads

The strongest results came from messaging people who already trusted the brand. The team did not use WhatsApp for acquisition. They only collected opt-ins from existing buyers and subscribers. This reduced risk and kept costs under control. It also meant messages felt expected, not intrusive. For eCommerce brands, this is the safest way to test a new channel.

WhatsApp can massively outperform email when used correctly

In this test, WhatsApp generated far more revenue per recipient than email. The list was much smaller, but engagement was dramatically higher. People open WhatsApp because it feels personal. There is no crowded inbox or promo tab to fight against. With clear offers and proper consent, WhatsApp can drive real sales. It should be treated as a revenue channel, not just a support tool.

Move fast while WhatsApp still has a novelty advantage

WhatsApp works so well right now because it is still new for marketing. Customers are curious and more willing to engage. That advantage will not last forever. Costs will rise as more brands enter the channel. Brands that test now will learn faster and win earlier. Waiting too long means missing easy gains and clear insights.

Takeaways:

• WhatsApp isn’t just for chatting with friends—brands are seeing jaw-dropping results when building direct, consent-based campaigns. The brands that test new channels now get ahead before the rest of the market catches on.
• Real-world WhatsApp marketing: one brand earned 9x more revenue per recipient on WhatsApp than email, simply by starting small with their loyal customers. Sometimes “less is more” isn’t just a saying—it’s a business strategy.
• The key to new platforms? Move quickly and don’t overthink. As George Caponaros shared, being an early adopter meant gaining insights and results competitors will be chasing for months.
• Consent matters more than ever. You can’t just start messaging everyone—true permission is central to success and crucial for customer trust. Start with audiences who already believe in your brand.
• The WhatsApp “novelty effect” won’t last forever. Now’s the perfect window to experiment, learn what works, and build your next community before your competitors even start.

Find the notes here: https://keepopt.com/291

Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage

Rich is back on the podcast to explore WhatsApp marketing for eCommerce, sharing the biggest mistakes brands must avoid and how to use the channel in a way customers actually welcome.

Dive in:

[05:34] "WhatsApp Marketing Mistakes Overview"

[06:40] "WhatsApp: Broadcast vs. Conversation"

[12:38] "Address Change via WhatsApp"

[15:58] Questionable SMS to WhatsApp Strategy

[19:06] "Training AI Agents Effectively"

[21:32] AI Trust and Data Concerns

[24:42] Meta, Ownership, and WhatsApp Consent

[27:39] Insider Tips from Rich!

Avoid These 8 WhatsApp Marketing Mistakes

WhatsApp is not just another messaging channel. It requires a different mindset and operating model. The episode outlines eight common mistakes that can quickly damage trust, performance, and even your Meta account. Avoiding these mistakes is the foundation of success on WhatsApp. Get these wrong and the channel will fail before it starts.

The 8 mistakes to avoid:

• Treating WhatsApp like a broadcast channel
• Forgetting it is a two-way, conversational platform
• Failing to align marketing and customer service
• Starting with sales messages instead of service messages
• Misunderstanding or stretching consent
• Using WhatsApp like email or SMS instead of giving it a clear role
• Launching without AI or automation to handle replies
• Ignoring that WhatsApp is owned and governed by Meta

WhatsApp Works Best as a Service-First Channel

WhatsApp performs best when it starts with service, not promotion. Customers see WhatsApp as personal and high trust. That means they expect help, fast answers, and real conversation. Transactional messages and support interactions build confidence first. Only after that trust is earned should marketing messages appear. For eCommerce brands, this turns WhatsApp into a powerful conversion and retention tool.

Scale WhatsApp with AI, but Keep Humans Close

WhatsApp conversations move fast and customers expect quick replies. Human-only teams cannot scale this efficiently. AI agents are essential for handling volume, common questions, and out-of-hours support. But AI must be trained carefully on products, tone of voice, and policies. There must always be a clear path to a human when needed. Brands that balance automation and human support will win on WhatsApp.

Takeaways:

• WhatsApp is more than a channel—it's a sacred space for personal connections. Brands must earn trust before entering. Never treat it like just another inbox for promos, but as a place for true conversations.
• Don't blast messages on WhatsApp. People crave dialogue, not broadcasts. Start with service, answer questions, and create space for real engagement. That’s how trust—and loyalty—are built.
• The future of customer care is blending service with marketing. WhatsApp lets brands offer instant support and build community. It’s where quick answers and genuine care drive the business forward.
• Respect consent when using WhatsApp for marketing. Not everyone wants messages—be cautious, clear, and customer-focused. Remember: building trust always wins over quick hacks.
• As we bring AI agents to WhatsApp, stay real. Train bots to talk like you, but plan for human backup. Great culture happens when tech is smart—but the heart stays human.

Find the notes here: https://keepopt.com/290

Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage

In this episode, Luca shares how eCommerce brands are using WhatsApp and AI to recover lost revenue, turn abandoned carts into conversations, and scale customer engagement without adding pressure to support teams.

Dive in:

[07:07] "Optimizing Abandoned Cart Conversations"

[08:58] "Conversational Abandoned Cart Strategy"

[13:39] WhatsApp Newsletter Strategy Insights

[15:27] Personalized Customer Engagement Strategies

[19:10] "AI Success Requires Structured Content"

[21:59] Insider Tips from Luca!

Treat WhatsApp as a conversation, not a campaign

WhatsApp works because it feels personal. Customers use it to talk to people they trust. That means brands must stop treating it like email or SMS. The best results come from starting a conversation, not pushing a discount. Asking why someone abandoned a cart opens the door to engagement. This approach drives higher replies and stronger conversions.

Use AI to scale revenue recovery without adding workload

WhatsApp generates fast replies and high response rates. That quickly becomes impossible to manage manually. AI allows brands to handle hundreds of conversations at once without delays. It can answer questions, handle objections, and offer incentives safely. This makes revenue recovery scalable without overwhelming customer service teams.

Your website data determines how well WhatsApp AI performs

AI is only as good as the information it learns from. Clear product pages, pricing, and FAQs are essential. Well-structured content helps AI respond accurately and stay on brand. Poor content leads to weak conversations and missed sales. For eCommerce teams, fixing site content is a revenue lever, not just a UX task.

Takeaways:

• WhatsApp is more than just a messaging app—it's how modern brands build real, one-on-one customer relationships. Treat it as personal as you would a text from family and your conversions will soar.
• Don't treat WhatsApp like email. People expect authenticity and conversation, not cold marketing messages. A genuine "How can we help?" goes much further than "Here's 20% off".
• The secret to revenue recovery isn't discounts—it's listening. When you ask shoppers why they abandoned their cart, you get insight and loyalty, not just transactions.
• AI-powered conversations can feel natural and human, but only if you give the AI rich information. "Garbage in, garbage out." Your brand voice and data matter.
• Feedback is gold. The best brands use AI to analyze chat conversations, spot pain points, and adapt quickly—turning abandoned carts into loyal fans.

Find the notes here: https://keepopt.com/289

Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage

In this episode, Lisa breaks down the 4 essential steps to GEO success and explains how eCommerce brands can win visibility in an AI-powered search world. If you want ChatGPT, Perplexity, and Google’s AI Overview to recommend your products in 2026, this is the episode you don’t want to skip.

Dive in:

[04:05] From Mortgages to eCommerce Insights

[10:09] "AI-Driven SEO and Trust"

[12:01] "Targeted, Authoritative Content Matters"

[16:44] "Optimizing Content for Chat GPT"

[19:57] Optimizing Site Speed & Crawlability

[22:48] "AI Prioritizes Brand Over Pages"

[24:33] Insider Tips from Lisa!

Fix Your Technical Foundation

Your site must be fast, clean, and easy for AI systems to read. This includes strong Core Web Vitals, quick load times, and a structure that helps bots crawl every page. Remove old, broken, or orphaned pages that confuse search engines. Make sure key details are in text, not hidden inside images. Without this technical base, AI tools will not trust or recommend your brand.

Build a Smart Content Strategy

Your content now needs to answer real customer questions in a clear and specific way. Add detailed product information and FAQs directly on product pages. Create supporting content like blogs and guides that link tightly back to your best sellers. Focus on the problems your customers want to solve, not generic SEO copy. This gives AI engines the context they need to recommend your products.

Strengthen Trust and Brand Visibility

AI tools use trust signals to decide which brands to recommend. This includes PR mentions, backlinks, expert endorsements, and consistent branding across your site. Reviews and user proof also help establish authority. Every signal works together to show AI that your brand is credible and safe to promote. The stronger your authority, the more often your products appear in AI-driven results.

Treat Generative AI as a New Channel

AI search is not a trend—it is a new distribution channel. Think of it like TikTok or Amazon search in their early days. Brands that move early will win visibility that compounds over time. Keep testing and learning as platforms like ChatGPT, Perplexity, and Google evolve. The goal is to position your products where customers now ask for recommendations: inside AI conversations.

Takeaways:

• “AI doesn’t see your brand the old Google way—it looks for trust, clarity, and cohesion. Get your foundation right, tidy up your site, and show your expertise. The future is about being seen as credible and human.”
• “SEO isn’t just keywords now. AI engines want real authority, clear branding, and stories behind your products. Clean up your site, add FAQs on product pages, and connect all the dots for true visibility.”
• “Customer acquisition is evolving fast. Early adopters of GenAI as a channel are winning. Make your brand the obvious, trustworthy choice by optimising content and technical setup before it’s too late.”
• “Don’t chase every new tactic—really get to know your customer. AI and SEO success comes with patience and consistency. Build your strategy on foundation, optimize, then watch results compound.”
• “Competing in AI-powered search means treating it like you would any new channel. Maybe it’s not mysterious, just methodical. Get site speed, schema, and content locked down—then let your brand story shine.”

Take the Launch Growth Diagnostic >>> https://keepopt.com/launch

Find the notes here: https://keepopt.com/288

In this episode, Jaye shares why brand clarity and customer understanding now sit at the heart of effective acquisition. You’ll learn how to break out of channel-focused thinking and start building marketing that creates real demand, loyalty, and long-term growth.

Dive in:

[06:11] Brand Strategy & Business Clarity

[10:05] "Unified Brand and Performance Strategy"

[14:20] "Top Funnel Focus in Marketing"

[17:00] Cohesive Teams Drive Customer Loyalty

[18:48] Customer Insights for Brand Growth

[24:12] Customer Acquisition Strategies Unveiled

[25:00] Insider Tips from Jaye!

A strong brand drives cheaper and more effective acquisition

Many brands are still relying on bottom-of-funnel ads to “harvest intent,” but that approach is getting more expensive and less effective. A clear and meaningful brand makes customers feel something, and that emotional connection increases conversion and retention. When your creative and messaging reflect what the brand stands for, customers are more likely to buy at full price and stay longer. This approach builds salience in the zero-click world where customers may discover you without ever visiting your site. Brand clarity gives you compounding returns that short-term discount campaigns can’t deliver.

Break down silos — brand and performance must work as one team

Many eCommerce orgs have separate brand teams and performance teams. This leads to fragmented messaging, wasted media spend, and inconsistent customer experience. The best results come when both teams share goals, language, insights, and feedback loops. Every campaign should both drive results and build brand memory at the same time. The companies that integrate product, creative, customer insights, and performance will outperform the ones that don’t.

Customer insights are worth more than attribution models

Attribution is messy, incomplete, and often misleading. Instead of obsessing over which ad “gets credit,” smart eCommerce operators are talking directly to customers. Focus groups, informal interviews, ambassador programs, and real-world observation reveal motivation and sentiment that dashboards can’t measure. This intel should shape product development, messaging, and creative strategy. The brands closest to their customers will build loyalty faster and cheaper than those relying only on analytics.

Takeaways:

• Brand matters more than ever. When every team—from product to marketing—lives and breathes the brand strategy, magic happens. Cohesive culture is your growth superpower.
• Top-down brand strategy doesn’t work unless leadership really understands and LOVES their customers. Culture starts in the boardroom, grows through every employee, and is felt by every customer.
• Bring everyone into the room. Product, marketing, agency—work through real business challenges together. When people connect across silos, brand and performance thrive.
• Retaining customers isn’t just about discounts or campaigns. It’s about building lasting emotional resonance with your brand. Loyalty flourishes when your culture is authentic and the brand is lived daily.
• Perfect data doesn’t exist. Embrace a learning culture—focus on curiosity, staying close to your customers, and not being afraid to blend data with intuition. That’s where true brand value is unlocked.

Take the Launch Growth Diagnostic here: https://keepopt.com/launch

Find the notes here: https://keepopt.com/287

In this episode, she reveals what’s actually working right now in Meta ads, and how brands can combine smart testing with strategic creative to unlock real, sustainable customer acquisition.

Dive in:

[05:41] "Pragmatic Growth Through Testing"

[07:28] "Effective Targeted Ad Campaigns"

[11:37] Balancing Creator Freedom and Guidance

[14:28] Creative Targeting Tips for Ads

[18:12] Creative Testing for Growth

[23:07] Insider Tips from Elyse!

Creative is now the primary targeting engine

Facebook’s algorithm has evolved, which means your creative is what now decides who your ads reach. When the message, tone, and visuals speak directly to a specific buyer, Meta will find those people for you. This makes generic, “one-size fits all” ads ineffective. eCommerce brands that speak clearly to a niche see lower CAC and higher conversion. The key is showing real problem-solving benefits, emotional triggers, and relatable messaging that feels authentic.

Build a content flywheel, not one-off ads

Don’t build campaigns from scratch every time. Instead, create reusable video components — multiple hooks, angles, and visuals — that you can mix, match, and iterate. This gives you dozens of variations from the same footage. It keeps your content pipeline full without constant production. eCommerce brands that adopt this system never “run out of creative,” and they maintain freshness and performance steadily over time.

Testing isn’t optional — it’s the operating system for growth

Elyse emphasizes that constant testing is vital in a rapidly shifting ecosystem. Audience behavior changes, ad features change, and costs change. Brands that keep testing find new opportunities and protect themselves from performance drops. You should allocate budget specifically for experimentation to find new winning angles and audiences. This mindset turns Facebook ads into a reliable growth engine rather than a gamble.

Takeaways:

• Embracing a growth mindset isn’t just for tech startups—it’s the key to thriving in eCommerce. Stay consistent, test new ideas, and learn quickly from failures.
• The best marketing teams celebrate experimentation. Elyse Collat says to set aside 20% of your budget for testing wild ideas.
• Want ads that resonate? Forget perfect polish. Authentic, raw, and even "ugly" creative builds connection and trust faster than anything staged. Culture loves realness—let your brand’s true self come through.
• Collaboration is king. Empower your creators with brand context, trust their style, and ask for variety. Let every team member, from founders to freelance creators, shape the story.
• Don’t fear when things get messy during growth—embrace it. Elyse says that staying curious, persistent, and open to failure is how the best cultures scale and adapt in today's fast-changing world.

Take the Launch Growth Diagnostic >>> https://keepopt.com/launch

Find the notes here: https://keepopt.com/286

In this episode, Mel shares how eCommerce brands can turn organic engagement into real sales using Instagram DM automation. From boosting conversions to building stronger customer relationships, she reveals the simple steps to make your social content work harder.  

💡 Update from Mel: 

Since recording this episode, ManyChat has now launched its TikTok integration in the US! When Mel shared her “crystal ball” prediction, it was still in beta — but it’s already becoming a reality for brands. 

Dive in:

[04:54] Instagram DM Marketing Shift

[06:14] DM Automation for Marketing Success

[12:11] Organic Content Comes First

[16:09] Streamlining Product Links in DMs

[20:04] "Instagram Automation Tips Explained"

[22:38] ManyChat: Trusted Meta Partner

[25:26] Insider Tips from Mel!

Organic Content Fuels Every Automation

Before you jump into automation, you need strong organic content. Mel explained that DM automation only works if your posts already get real engagement. Think of it as adding fuel to a fire — you need the spark first. Focus on posts that connect with your audience, encourage comments, and reflect your brand’s tone. Once you have that, tools like ManyChat can amplify results and turn engagement into measurable sales or email signups.

Instagram DMs Can Be a Powerful Sales Channel

Instagram DMs are no longer just for customer service. They’re now a direct route to conversions. By using tools like ManyChat, you can automate DMs to deliver product links, discount codes, or signup offers the moment someone comments on your post. This creates a fast, personal, and frictionless buying experience. For eCommerce brands, that means fewer “link in bio” drop-offs and more customers completing their journey right inside Instagram.

Keep It Conversational and Customer-Centric

Automation doesn’t mean losing the human touch. Mel stressed that conversational marketing works best when it feels like a real chat, not a sales script. Keep messages short, friendly, and relevant to what the customer asked for. Always make it easy for them to opt in, explore, or buy without pressure. When automation feels natural and helpful, it builds trust — and that trust drives repeat sales.

Takeaways:

• Want to turn your engaged Instagram audience into real customers? Build strong organic content, then let DM automation do the heavy lifting. It's not just customer service in the DMs—it's a goldmine for sales and signups.
• If your organic social posts spark genuine interest, adding tools like ManyChat boosts reach and conversion. But don’t automate before your content truly connects. Automation multiplies what already works!
• Great conversational marketing feels 1:1, even when automated. Start with clear objectives—do you want email signups or website visitors? The power is in making every DM interaction personal and purposeful.
• Don’t wear out your followers! Mix behind-the-scenes content with “comment-to-signup” posts. One in three sales-driven posts keeps your audience engaged and avoids the sales soapbox effect.
• The future? DM automation isn’t stopping with Instagram—TikTok is next. If you’re seeing traction now, get ready to ride the wave as new channels open up for conversational commerce.

Take the Launch Growth Diagnostic >>> https://keepopt.com/launch

Find the notes here: https://keepopt.com/285

Rick reveals how to make every PR mention count — by linking it directly to sales. From getting featured in gift guides to scaling affiliate-driven campaigns, this episode is packed with ideas you can put into action right away.

Dive in:

[03:58] "Performance PR Agency Acquisition"

[07:50] Affiliate Marketing for Product Reviews

[11:50] Affiliate-Driven PR Boosts Revenue

[14:24] "Building Trust Through Numbers"

[17:34] Editorial Pitching: Surprises and Strategies

[20:59] Agency Benefits for Brand Growth

[25:02] Insider Tips from Rick!

Make Your PR Work Harder with Performance PR

Traditional PR builds awareness but rarely proves ROI. Performance PR changes that by tying media placements to affiliate links, so you only pay when sales happen. It blends PR visibility with affiliate measurability, giving eCommerce brands clear data on what drives conversions. This means every placement can be tracked, optimized, and scaled. For brands tired of “vanity metrics,” Performance PR is a smarter way to turn exposure into profit.

Relationships Are the Real Currency

Success in Performance PR depends on strong relationships with editors and media outlets. Journalists get hundreds of pitches daily, so connection and trust matter more than clever outreach. Agencies with existing relationships can fast-track your brand into top-tier features and gift guides. It’s not about sending mass emails—it’s about consistent, personal communication. eCommerce brands that invest in relationship-driven PR partners will see better placements and faster traction.

Think Long-Term—This Strategy Takes Time

Performance PR isn’t a quick win. It can take six to twelve months before results start showing, because journalists work on long lead times and organic placements build gradually. But once it clicks, the benefits compound—those articles keep driving sales and SEO value long after they’re published. eCommerce owners should start early, especially if they want strong visibility by the next holiday season. Treat it like a slow-build channel with big long-term payoff, not an overnight campaign.

Takeaways:

• Performance PR is changing the game—it's all about building real relationships with editors, not just cold emails and AI shortcuts. Value the human touch if you want your brand to stand out and succeed.
• There’s power in patience: successful affiliate-PR mashups take 6-12 months to really pay off. True cultural shifts in marketing happen when you invest long-term, not just chase quick wins!
• The secret sauce for customer acquisition today? Combine affiliate tech with good old-fashioned trust. Brands and editors win when you foster genuine collaborations, not just transactions.
• Traditional PR isn’t dead—it’s just evolved. Affiliate links now mean you can actually see ROI, turning every feature, gift guide, or listicle into measurable impact. Culture meets commerce.
• Ready to test new ideas? Start performance PR now, but plan to play the long game. Change comes to those who nurture relationships, keep showing up, and bring fresh stories to the table.

Find the notes here: https://keepopt.com/284

Take the Launch Growth Diagnostic here: https://keepopt.com/launch

In this episode, she’s breaking down how to turn TikTok from a social platform into a serious sales channel — with real-world advice on content, offers, and audience growth that every eCommerce brand can use.

Dive in:

[04:03] "Navigating TikTok for Brands"

[07:38] TikTok Growth Strategy Insights

[12:18] Effective Influencer Collaboration Tips

[14:11] Success on TikTok Requires Offers

[18:02] TikTok Success Requires Planning

[24:39] Insider Tips from Marianne!

TikTok Success Starts with Strategy, Not Virality

Jumping onto TikTok without a plan rarely works. Marianne stresses that you must first know who your audience is and why they’re on TikTok. Then study your competitors and define your own niche before posting or running ads. TikTok rewards brands that show up with purpose and consistency, not those chasing quick wins. Treat it like any other serious marketing channel—start with strategy, not luck.

Authentic, Consistent Content Drives Real Growth

The biggest wins on TikTok come from real, relatable content. Perfectly polished videos don’t connect as well as authentic moments that show the human side of your brand. Post often—daily if possible—and engage with comments and followers. Consistency tells TikTok’s algorithm you’re serious, helping you reach more of your target audience. Authenticity builds trust, and trust drives conversions.

TikTok Shop Rewards Offers and Engagement

TikTok Shop thrives on urgency and deals. Flash sales, limited-time discounts, and free shipping can turn browsers into buyers fast. But you need to plan your offers carefully to protect your margins. Marianne also highlights that live selling is where real engagement happens—brands should go live at least three times a week for an hour or more. The more consistent and interactive you are, the more TikTok rewards you with visibility and sales.

Takeaways:

• TikTok’s not just about trends—authenticity and passion matter more than ever. Brands that connect honestly with their audience are laying the foundation for lasting success.
• Strategic action beats random posting on TikTok. Before ads or creators, you need a clear organic content plan and a deep understanding of your audience and competitors. Purpose drives results.
• Lives on TikTok aren’t magic shortcuts—consistency is key. The algorithm needs time to learn about you. Want results? Commit to regular lives, at least 3 times a week, and let your brand’s energy shine through every session.
• TikTok Shop thrives on urgency and offers. Flash sales, free shipping, and smart discounts hook buyers. But manage your margins carefully—profitability matters as much as visibility.
• AI tools are game changers, but don’t lose your brand’s soul. In a world of generic copy, the real power lies in authentic storytelling and honest engagement. Let tech help, but keep your passion at the heart of everything.

Find the notes here: https://keepopt.com/283

Rachel shares what every eCommerce marketer needs to know about TikTok’s newest ad tool, GMV Max. From how the algorithm actually works to the creative tactics driving six-figure results, this one’s packed with insights you can put into action right away.

Dive in:

[03:41] Content Creation vs Ad Strategy

[06:51] "GMV Max Advertising Insights"

[12:14] "Challenges in Campaign Management"

[13:27] "Adapting to GMV Max Transition"

[18:33] Campaign Video Strategy Challenges

[20:37] Advertising Strategies for Black Friday

[22:31] Insider Tips from Rachel!

TikTok’s GMV Max Changes the Game for TikTok Shop Ads

TikTok has replaced its old ad format for TikTok Shop with a new system called GMV Max. It’s an automated, algorithm-driven tool that decides which products to promote based on engagement and ROI. This means brands have less manual control but can reach more ready-to-buy customers. For eCommerce owners, success now depends on feeding the algorithm the right signals — strong creative, consistent data, and clear goals. You can’t rely on old ad tactics anymore; you have to adapt to how TikTok’s AI wants to sell your products.

Video Creative Is Everything — Especially for TikTok Shop

Your product videos now determine how your ads perform on TikTok Shop. GMV Max rewards content that gets attention and engagement, so the more videos you have, the better your chances. Create a mix of formats — feature demos, user-generated content, and authentic creator clips. Don’t wait for affiliates to do all the work; invest in making your own videos so you can control the story and highlight your product’s best features. For TikTok Shop success, quantity and quality of video content are your biggest levers.

Structure Your Campaigns Smartly to Keep Control

Even though GMV Max is automated, you can still guide it with smart structure. Split your campaigns by product type or performance level — for example, bestsellers, mid-performers, and low-sellers. This helps you manage budget flow and avoid all your ad spend going to just one or two products. It also shows you which products need more content or testing. For eCommerce teams, this structure makes your TikTok ad strategy more focused, scalable, and ready for high-volume seasons like Black Friday.

Takeaways:

• TikTok Shop is on the rise! If you're a brand, now's the perfect time to join. And for creators, it's a golden age for fresh content – brands are hungry for new videos. The TikTok ecosystem is growing fast. Don’t miss out!
• GMV Max is changing the TikTok Shop game, making ads more automated and ROI-driven. Brands, focus on creative video content to boost your products—IT’S all about what performs best on TikTok now.
• Feeling overwhelmed by TikTok’s new GMV Max? Start small: split your campaigns by product performance and create more videos for products that need a push. Control your narrative—and your results!
• TikTok isn’t just for big brands. Small businesses and new creators have a wide open lane to shine. TikTok’s support and automated tools make it easy to get started—even if you’re new to digital marketing.
• The new TikTok Shop ad platform makes creative content king. For brands, work with more affiliates, offer better commissions, and experiment with video styles. For creators, there’s real opportunity to grow—and earn!

Find the notes here: https://keepopt.com/282 

Learn how brands are hitting six-figure sales on TikTok Live — and how you can too. Ben shares the insider playbook for making live shopping work for your business.

Dive in:

[05:08] TikTok Shops Demands Live Streaming

[08:54] "Showcase vs. Regular Livestreams"

[11:54] Engaging Live Shopping Experiences

[15:09] Maximizing TikTok Targets with Long Lives

[18:35] Real-Time Audience-Led Live Strategy

[22:30] Building Live Streaming Success Takes Time

[23:35] Path to Effective Live Showcases

[28:49] Insider Tips from Ben!

Start Small and Build Toward Big Wins

Don’t rush into a 12-hour TikTok live event. Start by learning how your products perform on the platform. Focus first on going viral with creator videos or affiliate posts. Once your brand gains traction, introduce live streaming to convert that attention into sales. Small, consistent lives help you test what works before scaling up to six-figure showcases.

Plan Live Streams Like Major Product Launches

Successful TikTok lives don’t happen by chance. The best-performing brands treat them like full-scale marketing campaigns. Give your audience a clear reason to show up — a product launch, anniversary, or special offer. Create excitement early through teaser content, influencer support, and email marketing. The more you plan the theme and storytelling, the more engagement and conversions you’ll drive.

Keep Testing and Refreshing to Stay Relevant

TikTok’s algorithm and audiences move fast, so constant testing is key. Try new product bundles, seasonal themes, and surprise elements to keep viewers watching. Study what converts — the words hosts use, how products are presented, and what visuals grab attention. Use that data to improve every live stream. The more you adapt, the longer you’ll stay ahead of competitors and keep sales growing.

Takeaways:

• The path to a six-figure TikTok Live isn’t instant—it’s all about building up, learning your craft, and understanding what really resonates with your audience before going big. Start small, optimize, then go for the showcase!
• TikTok Shop’s showcase (UK) and mega live (US) events can turn eCommerce brands into household names. It’s not just about selling, but creating a true event, a reason for people to join and get excited.
• Don’t rush into livestreaming on TikTok Shop. Ben says to first go viral organically—let the algorithm and community discover you, then tap into live once there’s real momentum. Viral first, live next!
• The secret sauce for TikTok live success? Continuous testing of product bundles, creative giveaways, and engaging themes that keep customers curious and coming back. Refresh, innovate, and your audience will grow!
• TikTok Shop actively supports its top sellers, even helping with traffic and subsidizing discounts for big live events. Build your presence and they’ll soon be helping you hit those huge numbers.

Find the notes here: https://keepopt.com/281

Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success.

Dive in:

[06:13] Strategic Content Planning for TikTok

[08:36] TikTok's Personalized Content Strategy

[13:23] Integrating Teams for Cross-Platform Success

[16:40] TikTok Content Indexing Tips

[19:15] TikTok Trends: Fleeting Brand Impact

[24:12] Influencer Collaboration Strategy Considerations

[26:43] Optimizing TikTok Collaboration Strategy

[29:12] Insider Tips from Beth!

Start with Strategy, Not Tactics

Before jumping onto TikTok or any social platform, Beth stresses the importance of having a clear social strategy. Instead of just following the latest trends or joining because “everyone else is there,” brands should first determine their goals—whether it’s increasing sales, building awareness, or changing brand perception. By understanding what you want social to do for your brand, you can decide if TikTok is the right platform for you and make more focused decisions about your content and resources.

Focus and Consistency Matter More Than Doing Everything

With TikTok offering a wealth of features and content possibilities, it’s easy for brands—especially those with small teams—to get overwhelmed. Beth’s advice: don’t get distracted by all the options. Instead, honestly assess your resources and pick one or two tactics you can commit to. Then, go all in. Consistency is the key to lasting success on social platforms. Doing a few things very well, over time, is more effective than trying to do everything poorly or sporadically.

Leverage the Power of Social Search and Collaboration

TikTok isn’t just a ‘trending’ platform—it’s quickly becoming a powerful search engine, especially for younger audiences. Beth encourages brands to think about how their content can be discovered over time, not just through the For You Page (FYP), but also via search. Integrate SEO strategies by collaborating with your SEO team and using tools like TikTok’s Creator Search Insights. Also, don’t feel you must create everything yourself; leveraging partnerships with creators and using user-generated content can increase reach and authenticity. Remember to target both niche and broader audiences to expand your impact.

Takeaways:

• Drowning in to-do’s for TikTok? Beth says: pick ONE or TWO content ideas and go all in. You don’t need to do everything—just do what you can consistently and well for truly organic growth.
• The real 'targeting' on TikTok is your content. Focus on what your audience actually wants to see, not just what your brand wants to say. It’s the best way to land in their For You Page.
• Jumping on the latest viral trend? Beth’s advice: pause and ask "why?" Views don’t always equal brand impact. Making memorable, episodic content might serve you better in the long run.
• Want your TikTok videos to show up in searches? Optimize what you say in your videos, the captions, and even the on-screen text. Social search is growing—time for brands to get strategic.
• Creators aren’t just for big launches. Work with smaller creators, try different content types, and think about boosting their posts instead of just your own. Collaboration beats chasing every trend.

Find the notes here: https://keepopt.com/280 

Dive in:

[05:01] TikTok Shop Success Through Consistency

[06:51] Bridging Sales and Wellness Gaps

[12:33] "Sustaining Live Streaming Success"

[14:06] Consistent Branding with Multiple Presenters

[18:01] Nervous System Regulation for Burnout

[21:33] Expanding Capacity Through Small Moments

[25:17] Pace Yourself in Content Creation

[28:02] Insider Tips from Leila!

Consistency is the Key to TikTok Growth

TikTok’s algorithm rewards brands that show up regularly. Daily live streams can boost traffic, but only if you can sustain them. Consistency keeps your audience engaged and teaches the algorithm to send you more of the right shoppers. Even if you can’t start daily, stick to a regular schedule that you can handle. Build slowly to avoid overwhelming yourself and losing momentum.

Energy Management Directly Impacts Sales

Live streaming is not just a technical task — it’s a performance. If you are tired or stressed, it shows, and your conversion rates will drop. Leila teaches that nervous system regulation is critical for long-term success. Breathwork, short breaks, and even music can help you reset between streams. Protecting your energy means better results and a business that can grow without burning you out.

Scale with a Team and a Plan

One person cannot handle endless live streams alone. As you grow, bring in affiliate creators and presenters to share the load. Keep everyone aligned with your brand style so the algorithm doesn’t get confused. Use multiple “cogs” — live streaming, affiliates, ads, and content — to scale sustainably. This approach keeps sales strong and prevents you from hitting a plateau.

Takeaways:

• TikTok Live isn’t just about sales—it’s about emotional stamina. Burnout can kill the vibe, so taking care of your energy and mental health is essential if you want long-term success in live eCommerce.
• Consistency on TikTok Live powers growth, but don’t let hustle culture push you too far. Start with what you can handle, set boundaries, and scale your frequency only as your capacity grows.
• Success on TikTok Live isn’t just algorithms and content—it’s knowing yourself. Self-awareness helps you notice stress before it becomes burnout, so you can show up strong and sustainable.
• Nervous system regulation is the secret weapon for live sellers. Small daily rituals, like deep breathing or a quick dance, train you to handle pressure and stay grounded when the spotlight’s on.
• Think TV shopping for a new generation—but with fewer breaks and even more pressure. If you want sustainable TikTok Live sales, build a team, rotate hosts, and prioritize wellness alongside revenue.

Find the notes here: https://keepopt.com/279

Dive in:

[06:05] Yotpo Challenges Klaviyo in eCommerce

[08:17] Feedback and Strategy Issues Uncovered

[12:30] Black Friday Preparation Timeline

[16:14] Pre-Black Friday Preparation Urgency

[17:05] Black Friday: Capturing Customer Insights

[22:51] Email Marketing Insights with Rich

[23:35] Insider Tips from Rich!

Mystery Shop Your Own Website

Rich Evans’ first big tip is simple but powerful — act like a customer. Open your website in an incognito browser and sign up for your own popup. Follow the entire journey from signup to receiving the first email to making a purchase. This lets you spot broken flows, confusing steps, or missing discounts before your real customers do. Fixing these issues now can dramatically improve your conversions before Black Friday.

Collect Zero-Party Data for Smarter Marketing

Black Friday is a chance to build your list, not just drive sales. Ask new customers simple questions like whether they’re shopping for themselves or buying a gift. This small piece of data lets you personalize follow-up emails and offers, keeping customers engaged after peak season. It prevents irrelevant messages that cause unsubscribes. The more relevant your marketing, the more likely you’ll turn one-time buyers into repeat customers.

Act Quickly if You’re Affected by Yotpo’s Exit

For brands still using Yotpo email, time is critical. Migrate before Black Friday or risk broken campaigns during the busiest time of year. Rich stresses that while Yotpo’s decision was right, the timing is tough. Don’t wait until December — make a plan now and switch to a stable platform like Klaviyo, Omnisend, or another trusted provider. Acting early avoids chaos and ensures you have time to test everything before peak traffic hits.

Takeaways:

• Partnerships are at the heart of growth—not just in business, but in culture. Connect, collaborate, and be laser-focused in your niche. The impact of genuine networks will always serve you right.
• Email marketing isn’t just tech: it’s about truly knowing your customers. Ask if they’re buying for themselves or gifting—tiny questions, huge insights for personalized experiences and better relationships.
• Cultural shifts happen fast—remember the YOTPO email exit? Adaptability and supportive networks help brands survive even public shakeups. Don’t rely on hype—understand what really matters.
• When optimizing your actions, start by experiencing your own customer journey. Perspective breeds empathy, insight, and real improvement—not just more data.
• AI’s rise is changing how we work, but beware of overusing it. Leverage it to enhance your creativity, not replace it. People crave authenticity—tech is best when it supports, not suppresses, your unique voice.

Find the notes here: https://keepopt.com/278

Dive in:

[05:00] "From Downloads to Engagement Focus"

[08:54] Effective Facebook Ad Data Strategies

[10:00] "eCommerce Tracking: A Critical Gap"

[14:09] "First-Party Cookie Solutions Explained"

[19:08] Core eCommerce Tracking Essentials

[21:53] "Optimizing GA4 and Google Ads"

[27:09] Insider Tips from Wesley!

[34:22] To get your free website tracking & conversion audit, visit leafsignal.com  

Tracking Is the First Profit Lever, Not an Afterthought

Many eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns.

Capture the Right Events to Power Smarter Ads

Wesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge.

Tracking Isn’t “Set and Forget” — Monitor It Continuously

Even if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task. 

Takeaways:

• Data-driven marketing is everything, but your tracking must be right! If your data isn’t accurate, your ad spend loses impact. Make tracking & analytics a priority—profitability depends on it.
• Think your eCom tracking’s bulletproof? Most brands have gaps—sometimes they’re losing big, and don’t know it! Regular audits and expert input can uncover serious wins.
• Relying on basic tracking apps alone isn’t enough, especially as privacy rules evolve. Control your data, hire real specialists, and keep up with compliance for sustainable growth.
• Don’t just focus on ad creatives—without quality tracking, the platforms can’t optimize for real results. Data is what trains algorithms to drive profit and retention.
• Tracking isn’t “set and forget.” With privacy changes and new tech, constant monitoring is key. Today’s good data flow could break tomorrow—stay alert and build resilience for peak seasons.

Episode sponsored by Leaf Signal. To get your free website tracking & conversion audit, visit leafsignal.com.

Find the notes here: https://keepopt.com/277

Dive in:

[06:30] Targeted Advertising Strategy Insights

[08:22] "Ad Strategy: Broad vs. Targeted"

[11:00] Campaign Strategies: Social vs. Traditional

[15:28] Strategic Media Planning for Brands

[18:54] Out-of-Home Advertising Strategy

[20:26] Flexible Creative Timing

[25:02] Evolving Ad Strategies and Analytics

[27:43] Attention Economy and Brand Focus

[29:45] Insider Tips from Karolina!

Strategy Comes First — Always

Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.

TV and Billboards Aren’t Just for Big Brands

Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.

Test, Measure, and Learn

Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.

Takeaways:

• The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy and creativity matter more than ever.
• Want real impact? Start with your strategy: who’s your audience, what data do you have, and then find the right channels. Don’t just follow the crowd—test, learn, and refine.
• Out of home isn’t just broad reach—digital buying lets you target locations, times, and even tailor creative. Local focus is easier and more affordable than you think.
• Measurement in media is evolving; don’t expect perfect data, but look for patterns and trends. Think uplift, attention, and the bigger picture—not just clicks.
• Testing isn’t just A/B colors. Try geo-tests, new platforms, creative angles—sometimes the untapped channels are where your competition isn’t looking.

Find the notes here: https://keepopt.com/276

Dive in:

[04:58] Podcast Advertising Platform Launch & Closure

[08:17] Podcast Engagement vs. Social Media

[10:36] Identifying Suitable Show Categories

[15:06] Authentic Ads Boost Engagement

[18:21] Tracking Website Visits from Podcasts

[20:10] Podcast Ad Campaign Timeline

[23:00] Podcast Rotation Strategy

[26:05] Insider Tips from Anna!

Podcast Advertising Captures True Attention and Engaged Audiences

Unlike social media ads, where consumers quickly scroll and attention is fragmented, podcast listeners are highly engaged. Anna explains that most listeners are loyal fans who choose to spend significant time with each episode. When hosts discuss a brand, listeners are “really there, listening and engaged,” making it easier for brands to cut through the noise and connect meaningfully. This level of attention leads to better ROI and makes podcast advertising a powerful direct response channel for eCommerce and DTC brands.

Strategic Show Selection & Host-Read Ads Are Essential

Anna underscores that successful podcast advertising isn’t just about picking obvious show categories. Thinking beyond the obvious—like advertising wellness products on true crime podcasts with large female audiences—can uncover even better results. She also emphasizes that host-read ads dramatically outperform generic, programmatic ads. Instead of enforcing scripts, advertisers should provide talking points, letting hosts deliver endorsements in their own voice for maximum authenticity and impact.

Modern Tools Make Podcast Ad Performance Trackable and Optimizable

A major barrier to podcast advertising used to be poor measurement and laborious manual processes. That’s no longer the case. Today, brands can use attribution pixels to track listeners who visit their website after hearing an ad, providing real data to evaluate campaign performance. Anna suggests treating podcast ads as an ongoing, test-and-optimize channel, similar to paid social. Start with a rotation of shows, double down on top-performers, replace poor performers, and steadily refine your campaign. With budgets starting at around $20–25k for meaningful results, podcast advertising is now a robust, measurable channel for growth, not just awareness.

Takeaways:

• Podcast advertising stands out because listeners are engaged and loyal to their favorite shows. Instead of chasing attention, brands on podcasts capture it. ROI is higher, and performance is easier to track than ever before.
• The best podcast ad? Let the host speak in their own voice. Authentic recommendations connect with audiences and drive real action.
• Podcast listeners aren’t just background noise—they’re invested. Whether it’s a true crime series or a wellness chat, the connection is personal. Even unexpected show genres can become powerful brand partners.
• Thinking about reallocating ad budgets? Anna suggests you can launch a podcast campaign in just a couple weeks—and track site visits as your first sign of real engagement.
• Testing podcast ads this peak season could give you an edge. Start with shows your customer loves. Rotate, refine, and keep optimizing—commit to ongoing campaigns for maximum growth.

Find the notes here: https://keepopt.com/275 

Dive in:

[03:12] "Insights from eCommerce Expert Lucy"

[08:19] Streamlining Work Beyond AI Concerns

[10:19] Automation Paradox: More Grind Created

[15:37] Optimizing Marketing Efficiency

[17:04] "Efficiency Boost with Magic Marketer"

[21:53] Adopt or Build Your Own System?

[23:57] Experience Over Profit: Magic Marketer

[25:42] Insider Tips from Lucy!

The True Power of AI Isn’t (Just) Copywriting—It’s Automation and Time-Saving

While many marketers think of AI tools like ChatGPT or built-in functionalities in platforms as handy ways to speed up copywriting, Lucy emphasizes the bigger opportunity: eliminating repetitive admin and manual “copy-paste” tasks that drain hourly resources. By integrating smart, centralized AI, marketers can drastically reduce campaign creation. This “buying back time” frees staff to focus on creative, strategic, and high-leverage marketing initiatives, instead of getting stuck in operational grind.

Centralizing Your AI Is Key to True Efficiency

Lucy explains the main difference between traditional AI features (like those in individual platforms) and a purpose-built centralized AI: context and integration. Standalone AIs in channels like Klaviyo or Meta only see a slice of your business. A central AI that plugs directly into your Shopify store and connected tools has the bigger picture. This means it learns not only your product and brand voice, but also your sales patterns, margins, and overall strategies. The result? More coherent, synchronized, higher-performing campaigns—plus, no more training multiple disconnected AIs or endless data copy-and-paste.

Don’t Wait for Magic—Start Gradually, but Start Now

If overhauling your entire marketing workflow for AI isn’t feasible this season, Lucy advocates for taking even small steps. Use ChatGPT for first-draft copy; explore automation tools like Zapier or Make.com for repetitive tasks; and look for ways to systematize your working process. As AI-integrated tools and true data-central “brains” mature, brands that start experimenting and automating now will be miles ahead in efficiency and effectiveness just in time for peak season.

Takeaways:

• AI is transforming eCommerce marketing—not just with better copy, but by automating the grind, freeing up teams for real strategy and creativity. Embrace tools that save time, so you can focus on big-picture thinking.
• Instead of brainstorming new promotions every year, build on last year's campaigns. Refining proven ideas gives better results and lets you truly optimize—innovation doesn't mean reinventing the wheel every time.
• The best eCommerce marketers are shifting from doing everything themselves to overseeing smart, AI-driven systems. Your value grows as you guide and elevate, not just execute.
• Waiting for your current tools to get smarter with AI might hold you back. Centralized solutions tap into your real data across channels—think less copy-paste, more cohesion and impact.
• Tech like Magic Marketer isn’t about replacing marketers, but about lifting the burden so you can amplify results. It’s about reducing stress, gaining space to think creatively, and pushing your business forward.

Find the notes here: https://keepopt.com/274

Dive in:

[05:04] Amazon Fees Impact Sellers' Profits

[06:41] Amazon's Key Focus: Conversion Rate

[12:39] Efficient Amazon Product Research

[15:47] Optimizing Sponsored Brand Ads

[18:13] Monitor Sales and Competitor Trends

[20:41] "Optimizing Sales with DSP Advertising"

[25:29] Insider Tips from George!

The 4 Levels of Amazon Ads

George breaks Amazon ads into four simple levels.

• Level 1 is brand registry and exact-match keywords — the foundation every seller needs.
• Level 2 adds auto campaigns to find new keywords and scale what works.
• Level 3 introduces sponsored brand ads and defensive tactics to block competitors.
• Level 4 is DSP, Amazon’s programmatic ads, which let you reach new audiences at scale but require bigger budgets.

Follow this roadmap step by step to grow your sales with less wasted spend.

Conversion Rate is the Real King

Amazon doesn’t just care about clicks. They make money when people buy, so conversion rate is the most important metric. A low conversion rate will hurt your ads, even if you’re spending a lot. Stock levels, delivery speed, and reviews all impact it. Keep improving these areas to win more sales and keep Amazon’s algorithm on your side.

Outsmart Competitors with ASIN Targeting

You don’t have to win only through search keywords. With ASIN targeting, you can place ads directly on competitor product pages. If their reviews are weak or prices are high, your product becomes the better choice. This strategy lets you “steal” sales from people already shopping for similar items. It’s a clever way to get ahead in crowded categories.

Takeaways:

• The Amazon ads game keeps evolving—conversion rate is now king! Success isn’t just about showing up, it’s about winning the click and the purchase. Don’t get lazy: keep optimizing your conversion rate to stay on top and outpace the competition.
• Launching your first Amazon ads? Start with brand registry—not just to protect your name, but to unlock powerful analytics gold. Real data > guesswork. Give your campaigns a running start with insight, not just ad spend.
• Rethink “set it and forget it.” Amazon is always shifting what appears at the top of the page, so don’t just watch numbers—search the platform, investigate the landscape, and react fast. Culture is as much about agility as analysis.
• Don’t chase every shiny tool. New ad features arrive weekly, but focus is key: sponsored product ads, exact-match keywords, and clever targeting will beat scattergun tactics every time. Smart, simple strategies scale culture and sales.
• Collaboration beats gurus every time. Skip the Lambo influencers and connect with real Amazon sellers. Authentic peer learning and honest conversations set the tone for a culture of genuine growth, not overnight hacks.

Find the notes here: https://keepopt.com/273 

Three years ago she doubled down on the Amazon Influencer opportunity – both earning over $250,000 in earnings herself, helping other influencers create better content AND helping brands recruit and manage the right affiliates for their program.

Dive in:

[04:32] Transition to Amazon Influencer Program

[09:58] Influencer Videos on Amazon Listings

[10:53] Amazon's Creator Connections Explained

[15:10] Long-term Influencer Partnerships

[17:38] Influencer-Seller Collaboration Dynamics

[21:44] Influencer Strategy and Management

[24:38] Insider Tips from Kathleen!

Amazon Influencer Marketing Is All About On-Site Content—which Boosts Conversions

A key insight from this episode is the distinction between traditional influencer campaigns driving traffic from Instagram or TikTok to Amazon versus working with influencers directly on Amazon’s own platform. Kathleen explains that the Amazon Influencer Program lets creators upload honest, relatable videos straight to Amazon product pages. When shoppers see real people using and reviewing products right where they’re considering making a purchase, conversion rates go up. Kathleen’s case studies found that this kind of user-generated content only ever increased sales for the brands she worked with.

Creator Connections—Amazon’s Built-in Brand/Influencer Marketplace

For brands looking to proactively harness influencer content, Kathleen champions the Creator Connections tool. This Amazon feature is a game-changer because it removes the guesswork: Brands set up a campaign, specify which products they want influencers to feature, set budgets and commission rates, and communicate directly with influencers through Amazon’s portal. It’s low risk (you pay per sale and set a max budget), while creating real partnership opportunities. As Kathleen shares, longer campaigns (think 3–12 months) are particularly attractive to top influencers, ensuring higher quality, consistent content.

The Importance of Research, Persistence, and Relationship-Building

Whether you’re a brand or an aspiring influencer, thorough research pays off—figure out which products are likely to perform well and which influencers are a good fit. Kathleen stresses persistence: for influencers, getting accepted to the program can take several tries, but don’t give up when things get too hard. For brands, Kathleen encourages building lasting partnerships: if you find an influencer whose content works, nurture that connection, perhaps by offering flat fees and rights to use that UGC on your own sites and social. It’s all about mutual benefit and clear, ongoing communication.

Takeaways:

• On Amazon, UGC is more than a buzzword—authentic creator videos directly boost your sales and conversion rates. The platform is evolving, making it easier than ever for brands and influencers to win together.
• Amazon’s Creator Connections lets brands run influencer campaigns, set budgets, and even pay extra commission. It’s a win-win-win for Amazon, creators, and you. Would you trust someone else’s review over a brand’s?
• Influencer content builds trust on Amazon pages—real people, honest opinions, huge impact. Put yourself in the shopper’s shoes: who do you listen to first, polished ads or everyday voices?
• Building partnerships with creators? Start in-platform, then develop deeper relationships off Amazon. The best content isn’t transactional—it’s collaborative and built on real connection.
• Don’t ignore Q4—80% of eCommerce revenue can come in just three months. Early prep, smart influencer strategy, and the right partnerships will set you up for a stellar year-end finish.

Find the notes here: https://keepopt.com/272 

Dive in:

[04:47] Understanding Amazon's Unique Ad Ecosystem

[07:26] Optimizing Amazon Product Listings

[10:55] Optimizing Product Listing Strategy

[13:11] "Amazon Ads: High Conversion Advantage"

[18:08] "Second-Step: Sponsored Brands Ads"

[20:22] Insider Tips from Han!

Amazon is Pay-to-Play—But Organic Strategy Still Matters

Han explains that around 70% of Amazon’s search page real estate is dominated by paid ads, and up to 60% are sponsored ads. This means advertising is now a critical investment if you want visibility and sales—organic alone isn’t enough. However, you shouldn’t skip organic optimization. Building a strong, keyword-optimized product listing (including titles, bullet points, and hidden search terms) still lays the essential groundwork for organic sales and helps improve ad performance. Reviews and strong product imagery also form a vital part of your organic approach.

Start Your Amazon Ad Campaigns with Automation

For sellers new to Amazon Ads, Han encourages starting with automated campaigns. Let Amazon’s systems determine which keywords convert best for your products before transitioning to more manual, targeted campaigns. This approach allows you to gather valuable data unique to Amazon's ecosystem (which often differs from Google or Meta ad performance) and enables smarter decisions as you scale up.

Leverage External Traffic and Promotions for Extra Boost

Don’t rely solely on what happens inside Amazon. Han recommends driving traffic to your Amazon listings from your own channels, using generated Amazon short links to share on social, email, and your website. Running limited-time Amazon deals can also get your product featured on highly-trafficked deal pages. These combined efforts drive more eyes (and buyers) to your products, with the added bonus of boosting your listing’s algorithmic ranking.

Bonus Tip:

Monitoring your metrics is essential—set budgets, track Amazon’s “Advertising Cost of Sale,” and keep refining your organic and paid efforts based on real, marketplace-specific results. And if you need more hands-on help, Farhan and the Simple Sellers team offer a free 30-minute Amazon Ads consultation.

Takeaways:

• Success on Amazon isn’t “list and forget”—it’s about optimizing every detail: keyword-rich titles, great descriptions, sharp images, and regular reviews. Marketplace mastery starts with a top-notch listing.
• 70% of Amazon’s search page is dominated by ads! If you’re serious about sales, invest in sponsored ads. It’s not just paying to play—it’s a key to getting found.
• Don’t overlook organic efforts. Outside Amazon, drive traffic with email, social, and smart backlinks. Off-Amazon marketing is now part of winning the Amazon game.
• Use what you learn from campaign data! Feed top-converting keywords back into your product listings to boost both paid and organic reach. Let data drive your copy.
• Dive into Amazon with clear goals and budget. Start with automatic ad campaigns, learn what works, then fine-tune. Small daily spends can lead to big learnings and sales.

Find the notes here: https://keepopt.com/271 

Dive in:

[04:36] "Amazon vs. Web Store Skills"

[06:49] Analyzing Amazon Storefront Metrics

[12:05] "Maximize Impact with A+ Content"

[15:23] Focus on Hero Products

[16:32] Behavioral Science in eCommerce

[22:45] "Mastering Amazon & Marketplaces"

[23:21] Insider Tips from Emma!

Use Customer and Competitor Reviews as Goldmines for Conversion Insights

Emma stresses the immense value hidden in product reviews—both your own and those of your competitors. By analyzing these reviews, you can uncover exactly why customers buy, what problems they’re trying to solve, and what language resonates with them. This insight is crucial for crafting copy and visuals that directly address your audience’s hopes, fears, and aspirations, making your Amazon product pages more persuasive.

Invest in Amazon-Specific Content, Not Just a Copy-Paste from D2C

A major mistake brands make is simply copying their website content onto Amazon. Emma highlights that Amazon is a different ecosystem with unique competition and shopper behaviors. Instead, focus on optimising your product detail pages (ASINs) with Amazon-specific strategies: strong gallery images, compelling video, and A+ Content that functions like a visual billboard. Visual storytelling and videos (how-to, testimonials, product-in-use) are particularly powerful for driving conversions.

Amazon is Not ‘Set and Forget’: Test, Iterate, and Watch Competitors

Continuous optimisation is key on Amazon. Emma recommends regularly experimenting with copy, imagery, and even the order of gallery images. Always monitor your conversion rates and watch for changes in the competitive landscape. Declining conversion may not be due to your own changes but new competitors entering the market. Never assume your listing is “done”—ongoing tweaks and improvements are essential to stay ahead.

Takeaways:

• Want better Amazon conversions? Dive deep into your own and competitors’ reviews. They’re goldmines for real customer pain points, hopes, and dreams—perfect material for content that truly sells.
• Treat your Amazon product page like your best salesperson. Every image, video, and word should answer real customer worries and aspirations. Don’t just list features—tell a story that wins trust.
• Never “set and forget” your Amazon listings. Continually test new images, reorder galleries, and update copy. Your competition never sleeps—and neither should your optimisation.
• Behavioral psychology isn’t just buzz—use real customer language from reviews to shape your messaging. Speak to feelings, not just needs. Connection equals conversion.
• Don’t copy-paste website listings to Amazon. Marketplace shoppers are comparing you with competitors in seconds. Invest in bespoke creative—gallery images, A+ content, and videos make all the difference.

Find the notes here: https://keepopt.com/270

Dive in:

[03:21] Journey from App Development to eCommerce

[08:39] "Prioritize Positive Customer Experience"

[10:19] Marketplace Focus: Amazon's Key Role

[15:15] Focus on Mastering One Platform

[16:16] Integrated Marketing Strategies Essential

[22:13] Navigating Amazon's Competitive Marketplace

[24:10] Optimizing Listings for Better Conversion

[27:15] Insider Tips from Will!

Platform Mastery Over Spreading Too Thin

Rather than trying to launch on every possible marketplace all at once, Will stresses the importance of “platform mastery.” He explains that it’s more strategic (and sustainable) to focus your investment and efforts on one marketplace at a time—preferably Amazon first, given its scale and potential—before expanding elsewhere. By deeply understanding one platform's customer and optimizing the experience, brands can achieve real sales growth, avoid burnout, and set themselves up for future expansion.

Not All Marketplaces Fit Every Brand

Will points out that just because a marketplace exists doesn’t mean it’s right for every brand or product. For example, Walmart’s audience may not be suitable for premium products, as its shoppers tend to prioritize value and price. Brands should consider customer fit and long-term business goals—even thinking ahead to potential brick-and-mortar retail relationships—when deciding which marketplaces to join.

Building Strong Listings & Customer Experiences is Non-Negotiable

At the most basic level, brands must ensure their listings are accurate, professional, and provide a good customer experience—even if they’re not actively investing in marketplace growth just yet. Bad listings or neglect can lead to damaging reviews and missed opportunities. When a brand is ready to go beyond the basics, investment in content (like A+ Content on Amazon), SEO, and advertising should be considered, but always after the fundamentals are well established.

Takeaways:

• Marketplace mastery starts with focus. Don’t spread yourself too thin. Choose one marketplace, get to know your customer, and deliver a great experience. Growth comes from depth, not just presence across platforms.
• There’s more to marketplaces than just operations. Great marketing is essential for real success! Before you scale up, make sure your listings are strong, your brand shines, and customers have a seamless experience.
• When deciding where to sell, remember: not every marketplace fits every product. Look for true product-market fit and opportunities for long-term growth. Quality presence beats quantity every time.
• Marketplace growth isn’t just about ads. Start with SEO-optimized listings, impactful visuals, and authentic reviews. Your brand’s story matters—every listing is a cultural touchpoint with your audience.
• AI and changing marketplace tools mean brands can’t “set and forget.” To stay relevant, keep learning, stay agile, and always look for ways to improve your listings and the customer journey.

Find the notes here: https://keepopt.com/269 

He’s accredited by both the Chartered Institute of Marketing AND the Institute of Data & Marketing Association! And via his consultancy Coleman Marketing he’s worked with many household names and startups over the last 20 years including Phase 8, Virgin, Hotel Chocolat, and Cath Kidston.

Dive in:

[04:04] eCommerce Journey: From F1 to SEO

[08:08] Pre-Internet Search Methods

[11:25] Rethinking SEO Strategy

[15:42] Evaluating eCommerce Ranking Effectiveness

[19:00] Domain Focus & Site Relevance

[22:12] Purposeful Blogging for Buyer Decision

[25:47] AI's Impact on Product Data

[29:21] Insider Tips from Dan!

The Fundamentals of SEO Haven’t Changed—Focus on the Basics

Despite all the hype around AI and the ever-evolving landscape of search, Dan stresses that the core fundamentals of SEO remain the same. Success is still about convincing search engines that your site is the best possible recommendation for a user’s query. Above all, the job of eCommerce SEO is to ensure your website is accessible, understandable, and deserving of a top spot in the search results. Don’t be distracted by every new trend—get the basics right and keep coming back to them.

Master the Three Key SEO Questions

Dan introduces a practical framework for evaluating your SEO efforts—three essential questions that should guide all your decisions:

• Can the search engine crawl your site?
• Does the search engine understand your site (think simple, literal language that spells out what you offer)?
• Is your content or offering good enough to deserve a recommendation?

By routinely asking these questions, you stay focused on what truly matters, cut through the noise, and make sure your site is always optimized for how search engines actually work.

Prioritize Product Data and Transactional Content Over Lifestyle Blogs

One of the most actionable takeaways from this episode is the shift in SEO content strategy. Dan points out that for eCommerce brands, success now leans heavily on robust product data and well-structured product/category pages, rather than pouring resources into “superfluous” lifestyle blogs. Blog content should support the buying journey (like buyer’s guides or use cases), not just attract random traffic. Focus 80% of your content efforts on improving your product listings and taxonomy, and only 20% on supplementary content. In the age of AI-driven search, clear, organized, and relevant product information is more important than ever.

Takeaways:

• SEO isn’t magic, it’s about being the best answer to what people want. If you want to win, think less about gaming algorithms and more about genuinely helping search engines recommend your site to real humans.
• Don’t overcomplicate SEO. Dan Coleman reminds us: Can search engines crawl your site? Do they understand it? Is your content any good? Answer yes, and you’re on the right track.
• AI is changing the SEO landscape, but not the fundamentals. Great product data and clear, purposeful content still win. Focus on what really makes your site the best choice for buyers.
• Forget endless lifestyle blogs—most eCom brands should spend more time improving their product pages and only create guides that actually help customers buy. Quality over quantity!
• Tempted by hot new SEO tricks? Stick to basics: organize your site, be clear with your language, and make every page genuinely helpful. Sometimes the oldest advice is the most future-proof.

Find the notes here: https://keepopt.com/268

In this episode, he shares why cleaning up your site might be the smartest SEO move you make this year.

Dive in:

[05:41] User Experience Over Quick SEO Wins

[08:30] Guiding Principles for Google SEO

[10:16] SEO Strategies Beyond Ranking

[13:55] Streamline Outdated Website Content

[19:03] "Obsolete SEO Tactics Explained"

[21:27] Optimising Content for AI Visibility

[23:17] Streamline Content; Avoid Off-Topic Posts

[27:36] Insider Tips from Ian!

SEO Should Be a Byproduct of Great User Experience

Good SEO today isn’t about tricks—it’s about building a great site for your customers. Google rewards pages that load fast, are easy to navigate, and help the shopper. If you're doing things “just for SEO,” you're probably heading in the wrong direction. Every change to your site should make it better for users, not just bots. Think of SEO as the reward for good eCommerce experience, not the goal itself.

Declutter Your Site with a Content Quality Audit

Old pages can drag down your whole site’s performance. That includes outdated blog posts, unused collection pages, and product pages that never get traffic. Ian suggests doing a full content audit to find and remove the bloat. Keeping only useful, well-performing content makes it easier for Google to trust your site. A leaner site helps you rank better and keeps your customers focused on what matters.

Don’t Rely on One Traffic Channel—Diversify Now

AI is changing how people find and interact with search results. If your store depends only on SEO, you're at risk of losing visibility fast. Ian recommends building up other channels like email, paid search, and referral traffic. Make sure your site captures emails and integrates with social. That way, if Google traffic drops, your business still keeps moving forward.

Takeaways:

• Ian explains why effective SEO today must prioritize user experience, not just keyword tactics or technical tweaks.
• A content quality audit is often the best starting point, helping eCommerce brands identify and remove low-value pages that may be harming overall site performance.
• Outdated blog posts, unused collection pages, and thin product listings can all contribute to SEO bloat and should be deleted, consolidated, or updated.
• Google is rewarding focused, high-quality content—meaning brands should stay within their niche and avoid publishing irrelevant or off-topic material.
• Diversifying traffic sources is critical as AI-powered search features (like Google’s AI Overviews) reduce click-through rates from traditional organic listings.

Find the notes here: https://keepopt.com/267 

In this episode, we speak with Owain Lloyd-Williams, an SEO expert with extensive experience working with diverse companies.

Owain highlights the need to align SEO work with business goals from day one. Many projects fail because SEO teams focus too much on rankings or traffic. But stakeholders want to see how SEO drives real outcomes—like sales, leads, or conversions. For eCommerce brands, that means tying SEO wins to revenue or product performance. Set clear KPIs early, build reports that show impact, and update them regularly to keep buy-in strong.

He also suggests working across silos by offering value and support—not just making demands. Understand what each team cares about and show how SEO can help them win. In eCommerce, this could mean helping product pages convert better or reducing bounce rates with smarter content.

Lastly, Owain advises reviewing and updating these before creating new material. Older content often has authority and just needs a few tweaks to perform again. This is a fast, cost-effective way to drive traffic and meet SEO goals. It's especially useful when budgets or developer time are tight.

Takeaways:

• Understanding your brand's story and unique selling proposition is key for effective SEO.
• Data-driven decisions are essential for gaining buy-in from stakeholders in SEO projects.
• Breaking down silos within an organization fosters collaboration and enhances SEO project success.
• Establish clear reporting systems to prove the value of SEO initiatives to stakeholders.
• Engaging stakeholders early and often is crucial for securing support for SEO strategies.
• Utilizing modern SEO tools can help streamline processes and encourage team involvement in projects.

Find the notes here: https://keepopt.com/266

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The intersection of TikTok trends and SEO is a hot topic. This episode gets into how brands can harness this connection to drive online traffic. Christine guides us through the practical steps of using TikTok's Creator Search Insights tool, which offers a wealth of keyword data that can inform content creation strategies. This allows brands to identify trending topics even before they hit peak popularity, giving them an edge in the competitive digital landscape.

We also explore the implications of producing timely content. While traditional SEO focuses on long-term strategies, there's now a compelling case for short-term, trend-based content. Christine explains how this approach not only aligns with current consumer behaviors but also encourages brands to maintain a dynamic presence online. It's also important to create engaging collection pages and blog posts that leverage trending keywords, which can significantly enhance search visibility and user engagement.

The conversation doesn't shy away from the challenges brands face when integrating these tactics. We address the necessity of ensuring that any trend-based content aligns with the brand’s identity and resonates with its target audience. This episode serves as a guide for marketers looking to innovate their SEO strategies by tapping into social media trends, showcasing the potential for rapid growth and increased visibility through well-executed, timely content.

Takeaways:

• Utilizing TikTok's Creator Search Insights tool can unlock invaluable data for SEO strategies.
• Short-term trends can drive immediate traffic to your site, offering quick wins for brands.
• Creating themed collection pages can effectively capitalize on trending topics and keywords.
• The key to successful SEO is not just new content creation but also refreshing existing content.

Find the notes here: https://keepopt.com/265

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The episode unpacks the pivotal role that product data plays in the eCommerce landscape. Sam emphasizes the importance of organizing product attributes to enhance visibility and discoverability across various platforms, especially with the emergence of AI shopping functionalities like those introduced by ChatGPT and Shopify. Optimizing product data for AI systems not only improves SEO but also enhances user experience on eCommerce sites. This is why brands should prioritize their data structure to harness the full potential of emerging technologies.

The dialogue shifts to the transformative impact of ChatGPT's integration with Shopify, which introduces a new product discovery channel that brands cannot afford to ignore. Sam articulates that this is not just about SEO; it's about evolving the way brands think about their online presence. Clear taxonomy, accurate schema markup, and well-structured content are not just SEO best practices; they are vital for ensuring that AI systems can effectively interpret and relay product information.

Wrapping up, the episode highlights actionable strategies for brands to adapt to the new eCommerce reality shaped by AI. Sam provides practical steps, such as focusing on product data management and ensuring that content is both human-readable and machine-friendly. This episode not only prepares brands for the immediate challenges posed by AI in eCommerce but also reinforces the foundational practices of SEO that will continue to drive success.

Takeaways:

• Understanding your product data is key; think like a data engineer for success.
• Successful brands will prioritize structured data to enhance their visibility and performance.
• The buy button in ChatGPT creates a new product discovery channel that can revolutionize eCommerce.
• Optimizing for ChatGPT involves using clear product data and maintaining good SEO practices.
• Regularly review and update all content to ensure consistency across your site for AI utilization.
• The future of SEO leans heavily on product data management, blending marketing and technical strategies.

Find the notes here: https://keepopt.com/264

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One of the standout themes in our conversation is the need for a more granular approach when scaling budgets. Instead of merely increasing existing campaigns, it's important to explore new campaign types and strategies, like Performance Max, which allows advertisers to diversify their approach and maximize their return on investment. Issy emphasizes that as budgets grow, so does the complexity of managing those campaigns, demanding a constant test-and-learn mindset to ensure that every dollar is effectively spent.

Another key aspect we discuss is the importance of creative in Google Ads. With larger budgets, the need for diverse and compelling ad creatives becomes even more pronounced. Issy explains how creative testing and optimization should be a continuous process, leveraging AI tools to generate new ideas and keep the content fresh.

We also touch on the significance of proper attribution and conversion tracking, especially when substantial funds are involved. Issy advocates for a robust understanding of how different marketing channels interact, suggesting that marketers look beyond Google Ads for comprehensive performance insights. This episode is packed with actionable insights, making it a must-listen for anyone looking to optimize their Google Ads strategy, particularly when working with six-figure budgets.

Takeaways:

• When managing six-figure Google Ads budgets, having a diverse range of campaigns is vital for success.
• It's essential to continuously test and reflect on ad performance every two weeks to optimize strategies effectively.
• Attribution becomes increasingly important with larger budgets; consider using Marketing Mix Modeling for comprehensive insights.
• Scaling budgets requires a strategic approach; simply increasing spend without a plan often leads to poor campaign performance.

Find the notes here: https://keepopt.com/263

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Precision tracking and reporting in Google Ads is crucial for driving sales and maximizing ROI. Michael emphasizes that merely relying on Google’s native tracking can lead marketers astray, as the platform often attributes conversions based on a variety of factors that may not reflect the actual effectiveness of an ad. He suggests that using a third-party tool allows marketers to capture more accurate attribution data, enabling them to focus on high-value customers and optimise their ads accordingly. By sharing specific buyer behaviors and conversion metrics back to Google, advertisers can steer the algorithm towards what truly matters: identifying and targeting users who are likely to return for repeat purchases, thereby nurturing long-term customer relationships.

We also explore the differing types of buyers and how understanding their behaviors can inform ad strategies. Michael shares insights from his own experience, showing how their approach led to a significant increase in quality leads, even in the competitive landscape of SaaS marketing. He outlines the need for businesses to adapt their tracking methods to capture not just immediate purchases but also long-term customer engagement, which can drastically change the effectiveness of ad campaigns.

As we wrap up, Michael provides valuable insider tips on maximising Google Ads performance, encouraging listeners to prioritize understanding their customer data and refining their attribution models. Ultimately, the episode serves as a guide for marketers looking to refine their Google Ads strategies by focusing on precision tracking and effective reporting, ensuring that they can make informed decisions that lead to sustained growth and profitability.

Takeaways:

• Understanding different buyer types is crucial for effective Google Ads marketing strategies.
• Utilizing third-party tools can significantly enhance the precision of your Google Ads tracking.
• It's essential to provide accurate conversion data back to Google Ads for optimal ad performance.
• Ad platforms often have different incentives than advertisers, making independent data crucial for success.
• Treat your customers differently based on their buying behavior to foster long-term relationships.
• Optimising Google Ads is a continuous process that requires regular adjustments and data analysis.

Episode sponsored by Everflow. To find out how Everflow can help your brand, visit everflow.io .

Find the notes here: https://keepopt.com/262

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**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy]]> <p>Precision tracking and reporting in Google Ads is key to effectively optimising your campaigns and driving meaningful sales. In today’s episode, we dive into how understanding different buyer personas can significantly enhance your advertising strategy. We break down the importance of providing accurate attribution data to the Google Ads platform, which allows it to optimise for high-value customers rather than just any lead. Our guest, Michael Cole, shares insights from his experience at Everflow, where they successfully implemented these strategies to see a remarkable increase in quality leads.</p><p>Precision tracking and reporting in Google Ads is crucial for driving sales and maximizing ROI. Michael emphasizes that merely relying on Google’s native tracking can lead marketers astray, as the platform often attributes conversions based on a variety of factors that may not reflect the actual effectiveness of an ad. He suggests that using a third-party tool allows marketers to capture more accurate attribution data, enabling them to focus on high-value customers and optimise their ads accordingly. By sharing specific buyer behaviors and conversion metrics back to Google, advertisers can steer the algorithm towards what truly matters: identifying and targeting users who are likely to return for repeat purchases, thereby nurturing long-term customer relationships.</p><p>We also explore the differing types of buyers and how understanding their behaviors can inform ad strategies. Michael shares insights from his own experience, showing how their approach led to a significant increase in quality leads, even in the competitive landscape of SaaS marketing. He outlines the need for businesses to adapt their tracking methods to capture not just immediate purchases but also long-term customer engagement, which can drastically change the effectiveness of ad campaigns.</p><p>As we wrap up, Michael provides valuable insider tips on maximising Google Ads performance, encouraging listeners to prioritize understanding their customer data and refining their attribution models. Ultimately, the episode serves as a guide for marketers looking to refine their Google Ads strategies by focusing on precision tracking and effective reporting, ensuring that they can make informed decisions that lead to sustained growth and profitability.</p><p>Takeaways:</p><ul><li>Understanding different buyer types is crucial for effective Google Ads marketing strategies. </li><li>Utilizing third-party tools can significantly enhance the precision of your Google Ads tracking. </li><li>It&#39;s essential to provide accurate conversion data back to Google Ads for optimal ad performance. </li><li>Ad platforms often have different incentives than advertisers, making independent data crucial for success. </li><li>Treat your customers differently based on their buying behavior to foster long-term relationships. </li><li>Optimising Google Ads is a continuous process that requires regular adjustments and data analysis.</li></ul><br/><p>Episode sponsored by Everflow. To find out how Everflow can help your brand, visit <a href="https://www.everflow.io/" rel="nofollow">everflow.io</a> .</p><p>Find the notes here: <a href="https://keepopt.com/262" rel="nofollow">https://keepopt.com/262</a></p><p><p>Download our ebook &gt;&gt; https://keepopt.com/ebook &#34;500 Top Tips to Make Your eCommerce Business More Profitable&#34;</p> </p><p>****</p><p>Get all the links and resources we mention &amp; join our email list at <a href="https://keepopt.com" rel="nofollow">https://keepopt.com</a></p><p>Love the show? Chloe would love your feedback - leave a review here: <a href="https://keepopt.com/review" rel="nofollow">https://keepopt.com/review</a> or reply to the episode Q&amp;A on Spotify.</p><p>Interested in being a Sponsor? go here:<br /><br />**** Get all the links and resources we mention &amp; join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor<br/><br/>Advertising Inquiries: <a href='https://redcircle.com/brands'>https://redcircle.com/brands</a><br/><br/>Privacy & Opt-Out: <a href='https://redcircle.com/privacy'>https://redcircle.com/privacy</a> b1bc0e42-da62-48b8-b6e3-df010f6a1f8e https://keepoptimising.com/michael-cole-everflow-podcast Wed, 25 Jun 2025 00:15:00 +0000 2207 no full Google Ads: Optimising Your Shopping Feed for Maximum Impact with Danny Ireland, Launch 261 Chloe Thomas <p>If you're looking to ramp up your Google Ads game, optimising your shopping feed is a crucial step you shouldn't overlook. In this episode with Danny Ireland, we dive deep into how feeding the algorithm as much data as possible can significantly enhance your ad performance. Whether you're new to the game or a seasoned pro, this episode is packed with actionable tips that can help you refine your approach to Google Ads and ultimately drive better results for your business.</p><p>In this episode, we take a closer look at the potential of Google Ads through the lens of feed optimisation. It's a topic that often gets overlooked in the broader discussion of eCommerce marketing strategies. Danny breaks down the mechanics of product feed optimisation, explaining how crucial it is to enhance the data being fed into Google Merchant Center.</p><p>The discussion focuses on the importance of data in driving performance, with Danny stressing that more data leads to better targeting and optimisation. He navigates through the various methods of improving your product feed, including the use of third-party tools for better data management.</p><p>This episode is packed with actionable insights for marketers who want to ensure their product listings are not just seen but also convert effectively in an increasingly competitive environment. It also touches on future trends in digital marketing, particularly how emerging technologies like AI might influence feed optimisation strategies moving forward.</p><p>This is a must-listen for anyone serious about eCommerce growth.</p><p>Takeaways:</p><ul><li>Feeding the algorithm with extensive data is crucial for effective Google Shopping campaigns. </li><li>To optimise your eCommerce feed, include more keywords and detailed attributes like color and material. </li><li>Using a reliable feed management tool can significantly enhance how you manage and optimize your product data. </li><li>The quality of your Google Shopping feed directly influences the success of your ads and overall campaign performance.</li></ul><br/><p>Find the notes here: <a href="https://keepopt.com/261" rel="noopener noreferrer" target="_blank">https://keepopt.com/261</a></p><p><p class="tdfocus-1721048656273">Download our ebook &gt;&gt; https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"</p> </p><p>****</p><p>Get all the links and resources we mention &amp; join our email list at <a href="https://keepopt.com" rel="noopener noreferrer" target="_blank">https://keepopt.com</a></p><p>Love the show? Chloe would love your feedback - leave a review here: <a href="https://keepopt.com/review" rel="noopener noreferrer" target="_blank">https://keepopt.com/review</a> or reply to the episode Q&amp;A on Spotify.</p><p>Interested in being a Sponsor? go here: <a href="https://keepopt.com/sponsor" rel="noopener noreferrer" target="_blank">https://keepopt.com/sponsor</a></p> **** Get all the links and resources we mention &amp; join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy If you're looking to ramp up your Google Ads game, optimising your shopping feed is a crucial step you shouldn't overlook. In this episode with Danny Ireland, we dive deep into how feeding the algorithm as much data as possible can significantly enhance your ad performance. Whether you're new to the game or a seasoned pro, this episode is packed with actionable tips that can help you refine your approach to Google Ads and ultimately drive better results for your business.

In this episode, we take a closer look at the potential of Google Ads through the lens of feed optimisation. It's a topic that often gets overlooked in the broader discussion of eCommerce marketing strategies. Danny breaks down the mechanics of product feed optimisation, explaining how crucial it is to enhance the data being fed into Google Merchant Center.

The discussion focuses on the importance of data in driving performance, with Danny stressing that more data leads to better targeting and optimisation. He navigates through the various methods of improving your product feed, including the use of third-party tools for better data management.

This episode is packed with actionable insights for marketers who want to ensure their product listings are not just seen but also convert effectively in an increasingly competitive environment. It also touches on future trends in digital marketing, particularly how emerging technologies like AI might influence feed optimisation strategies moving forward.

This is a must-listen for anyone serious about eCommerce growth.

Takeaways:

• Feeding the algorithm with extensive data is crucial for effective Google Shopping campaigns.
• To optimise your eCommerce feed, include more keywords and detailed attributes like color and material.
• Using a reliable feed management tool can significantly enhance how you manage and optimize your product data.
• The quality of your Google Shopping feed directly influences the success of your ads and overall campaign performance.

Find the notes here: https://keepopt.com/261

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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We’ve got Jyll Saskin Gales, a Google Ads expert and author, sharing her insights and experience, including how your customer data can inform smart bidding algorithms and optimize your campaigns.

Audience targeting in Google Ads is a topic that often doesn't get the attention it deserves, yet it holds immense potential for eCommerce businesses looking to optimise their ad performance. A key takeaway from our conversation with Jyll is the impact of sharing your customer list with Google. This list is not just a collection of emails; it represents a powerful asset that informs Google's bidding algorithms and unlocks features like optimised targeting. Jyll emphasizes that for eCommerce retailers leveraging this customer data can significantly enhance ad effectiveness.

Transitioning into practical applications, Jyll shares real-world examples of how businesses can utilize Google’s audience targeting capabilities, illustrating that understanding who your target audience is can lead to better engagement and conversion rates. The conversation also touches on the importance of keeping your customer lists updated and utilizing Google’s automation features to stay competitive. By the end of the episode, listeners are equipped with not only theoretical knowledge but also practical tips that can be immediately implemented to boost their Google Ads campaigns.

Whether you are a small business or a larger retailer, this episode is packed with insights that can drive your marketing efforts forward.

Takeaways:

• Your customer list is an invaluable asset that can greatly enhance your Google Ads campaigns.
• Sharing your customer list with Google unlocks features that can optimise bidding and targeting strategies.
• Audience targeting is essential for eCommerce success, especially with Google Ads evolving rapidly.
• Utilizing Google's audience segments can help you reach specific demographics and interests effectively.
• Always keep your customer data updated to maximize the potential of automated targeting in Google Ads.
• Understanding how to leverage Google audiences will give you a competitive edge over your rivals.

Find the notes here: https://keepopt.com/260

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Quick terminology update from Becky: "We refer to something called “Search Max” a few times in the episode. Google decided to rebrand it to “AI Max for Search” just after we recorded 🙄 so when you hear us say Search Max, please know it’s the same thing!"

The 5 Dos of PMax Optimisation

1. Understand channel performance: PMax campaigns run across various Google channels, so it's important to analyze performance on each to optimise effectively. Use scripts to get data on channel performance and understand where your budget is going.
2. Test feed-only PMax: To prioritize shopping and limit placements, create PMax campaigns using only a product feed and no other assets. This gives you more control and focuses spend on shopping, which often performs best for eCommerce.
3. Use high-quality assets: If you include images, videos, headlines, and descriptions, ensure they are high quality and relevant. All creatives should work well together, and asset groups should be used to maintain coherence.
4. Use negative keywords: Add negative keywords to your PMax campaigns to refine targeting and prevent irrelevant traffic. Google now allows adding negative keywords at the campaign level, which gives you greater control.
5. Align bid strategy with objectives: Choose the right bid strategy and set appropriate targets to achieve your campaign goals.

The 5 Don'ts of PMax Optimisation

1. Only use PMax campaigns: Don't rely solely on PMax; continue to use other campaign types like search, remarketing, and display for better control and targeting.
2. Bid on your brand name in PMax: Exclude your brand name from PMax campaigns to avoid paying higher costs per click, and use separate search campaigns for brand terms.
3. Let campaigns be limited by budget: If possible, avoid budget limitations, and adjust targets or increase budgets to maximize potential.
4. Overly segment campaigns: Avoid excessive segmentation, as PMax needs sufficient conversions to optimise effectively.
5. Leave final URL expansion on: Turn off the final URL expansion setting to control which pages users land on and prevent traffic from going to irrelevant pages.

Find the notes here: https://keepopt.com/259

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Integrating SMS into your email marketing strategy is essential for enhancing customer engagement. The episode dives into the nuances of this integration with expert Naomi Davis, who emphasizes that SMS is a highly personal channel. Unlike emails, which can get lost in an inbox, SMS messages land directly on the recipient's home screen, making them more immediate and impactful. By considering the timing and content of your SMS campaigns in relation to your email efforts, you can create a seamless customer journey that maximizes engagement and conversion rates.

The conversation shifts to practical tips for executing SMS campaigns effectively. Naomi advises listeners to start by collecting SMS consent properly and utilizing that list from the get-go. She suggests implementing a welcome series that immediately engages new subscribers, providing them with incentives and offers tailored to their interests. The discussion covers how to avoid common pitfalls, such as over-segmenting or solely relying on discounts in SMS communications. Instead, Naomi encourages brands to explore a diverse range of messaging strategies to keep their audience engaged without diluting their brand value.

Towards the end, Naomi shares insights on measuring the effectiveness of SMS alongside email marketing. She highlights the importance of analyzing customer behaviors across both channels to optimize future communications. The episode wraps up with actionable advice on maintaining a balanced cadence of messaging, ensuring that customers feel valued. By combining the storytelling power of email with the immediacy of SMS, brands can foster stronger relationships with their audience and drive better marketing results.

This episode is a goldmine for marketers looking to elevate their strategies and connect with customers on a more personal level.

Takeaways:

• Integrating SMS in email marketing demands a unique approach tailored to the audience.
• SMS is a personal communication channel and should be treated with respect and value.
• Sending a prompt welcome message after collecting SMS consent is crucial for engagement.
• To optimize your SMS strategy, segment your audience based on behavior and engagement metrics.
• Timing is key; consider sending SMS after an email to enhance engagement rates effectively.
• Avoid over-relying on discounts in SMS campaigns to maintain brand value and customer loyalty.

Find the notes here: https://keepopt.com/258

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Establishing customer loyalty in today’s competitive market hinges on one critical aspect: understanding your customers deeply. It's important to engage customers through direct communication and gather insights to inform marketing strategies. Anna highlights that without this foundational understanding, loyalty programs risk becoming superficial and ineffective.

We also dive into actionable strategies that brands can implement to foster loyalty.

Learn how to enhance your understanding of customer preferences through data collection methods such as surveys and interactive quizzes. These tactics not only improve engagement; they also provide vital information that helps personalize marketing efforts. Anna emphasizes that the key to successful loyalty initiatives lies in creating a genuine connection with customers, ensuring they feel valued and understood.

As we wrapped up our conversation, it became clear that true customer loyalty is built on trust and engagement rather than discounts or promotions. Brands that prioritize understanding their customers will not only increase retention rates but will also see improvements in overall profitability. The future of marketing is about forging meaningful relationships and creating personalized experiences that resonate with customers. By effectively leveraging insights, brands can position themselves for long-term success in the eCommerce space.

Takeaways:

• Understanding your customer deeply is essential for building authentic loyalty programs that engage effectively.
• If brands fail to grasp what value means to their customers, loyalty efforts will likely fall flat and lack retention.
• Engaging with customers through surveys and quizzes can significantly improve loyalty and enhance communication strategies.
• Utilizing tools like Klaviyo allows brands to gather valuable insights to tailor their marketing efforts and foster loyalty.
• Personalization in email and SMS marketing is crucial; it turns potential spam into meaningful engagement for customers.
• A thoughtful approach to customer data collection helps avoid messy databases and ensures targeted marketing efforts.

Episode sponsored by Neon Digital Clicks. Get a free audit of your digital marketing at keepscaling.me.

Find the notes here: https://keepopt.com/257

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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The dialogue begins with a crucial insight: the primary aim of a welcome sequence should be to gather data about new subscribers, which can inform future marketing strategies. Samantha emphasizes that understanding why some subscribers choose not to purchase is just as important as knowing who does buy. This data-driven approach enables marketers to fine-tune their strategies, ensuring that they invest in the right channels and messages moving forward.

As we explore the structure of an effective welcome campaign, Samantha outlines key components that should be included in the initial emails. She advocates for providing immediate value to subscribers, which encourages prompt engagement. The importance of follow-up emails is also highlighted. By using data from initial interactions, marketers can create segments within their audience, delivering personalized content that speaks directly to each group’s needs and preferences.

Towards the end of the episode, the conversation shifts to the changing landscape of consumer behavior. Samantha notes that in times of uncertainty, consumers are more cautious with their spending, which necessitates a more personalized and conversational approach in email marketing. By focusing on the emotional transformations that products can provide, rather than just the products themselves, brands can create deeper connections with their audience.

This episode provides valuable insights into developing effective email welcome campaigns that not only drive sales but also build lasting customer relationships.

Takeaways:

• A successful welcome email sequence should prioritize understanding customer data over immediate sales.
• Tracking who buys and who doesn't helps in allocating marketing resources effectively for future campaigns.
• The sequence begins with the opt-in process, making it essential to craft a compelling opt-in page.
• Personalization in marketing emails leads to higher conversion rates, especially during uncertain times.

Find the notes here: https://keepopt.com/256

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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This insightful episode brings to light the often-overlooked power of email pop-ups in the eCommerce landscape. Shaan Arora, the founder of Alia, joins the conversation to shed light on how effective pop-ups can significantly enhance email sign-up rates and, ultimately, sales. He shares a recent success story where a simple pivot from standard discount offers to a mystery offer resulted in a remarkable increase in email opt-ins, demonstrating the effectiveness of curiosity-driven engagement. Sian's insights challenge the conventional wisdom that bigger discounts always lead to better results, revealing that the way an offer is presented can have a profound impact on customer behavior.

Listeners are guided through the essential components of crafting compelling pop-ups, with Sian emphasizing the need for A/B testing to optimize every element. He discusses the common pitfalls brands face, such as neglecting the testing process or failing to update their pop-up designs. Through various examples, he illustrates how testing different graphics, copy, and offers can uncover hidden opportunities to boost sign-up rates and, by extension, sales. The episode underscores the idea that brands should approach pop-up strategies with the same level of optimization and analysis they apply to other marketing channels.

The conversation also touches on the timing and context of pop-up displays, suggesting that brands should aim to present pop-ups within the first 10 seconds of a user’s visit to capitalize on their initial interest. Sian advocates for multi-stage pop-ups that engage users with relevant questions before asking for their email addresses, noting that this technique can lead to higher conversion rates. By the end of the episode, listeners are equipped with actionable strategies to refine their email pop-up tactics, ensuring they can effectively grow their email lists and enhance their overall marketing performance.

Takeaways:

• Using mystery offers instead of fixed percentage discounts can significantly boost email opt-in rates.
• It's essential to test various elements of your pop-ups, like graphics and copy, to optimize performance.
• Running multi-stage pop-ups has shown to increase user commitment and improve signup rates effectively.
• Brands often overlook the importance of ongoing A/B testing for their pop-up strategies and should treat them similarly to ads.
• Zero party data questions can enhance engagement by tailoring the pop-up experience to customer interests.
• Timing is crucial; displaying pop-ups within the first 10 seconds of page load is generally recommended for optimal engagement.

Chapters:

• 01:22 - Introduction to Email Marketing and Popup Strategies
• 11:30 - Multistage Pop-Ups and Best Practices
• 18:18 - Testing Offers and Copy Improvements in Marketing
• 22:26 - Transitioning from Popup Strategies to Insider Tips on Email Marketing
• 24:25 - The Impact of AI on Marketing

Find the notes here: https://keepopt.com/255

Download our ebook >>...

**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy]]> <p>Maximising email sign-ups is the name of the game in our latest chat. We dive deep into the effectiveness of using mystery offers over straightforward discounts, revealing how this simple tweak can significantly boost opt-in rates. I recently tested this with a luxury home brand, and we saw a jump from 12% to 18% in email sign-ups, proving that a little mystery goes a long way. We also explore the importance of running A/B tests on pop-ups, focusing on elements like graphics and copy to see what resonates best with your audience. By the end, you&#39;ll be armed with practical strategies to enhance your email marketing efforts and truly optimise your approach moving forward.</p><p>This insightful episode brings to light the often-overlooked power of email pop-ups in the eCommerce landscape. Shaan Arora, the founder of Alia, joins the conversation to shed light on how effective pop-ups can significantly enhance email sign-up rates and, ultimately, sales. He shares a recent success story where a simple pivot from standard discount offers to a mystery offer resulted in a remarkable increase in email opt-ins, demonstrating the effectiveness of curiosity-driven engagement. Sian&#39;s insights challenge the conventional wisdom that bigger discounts always lead to better results, revealing that the way an offer is presented can have a profound impact on customer behavior. </p><p>Listeners are guided through the essential components of crafting compelling pop-ups, with Sian emphasizing the need for A/B testing to optimize every element. He discusses the common pitfalls brands face, such as neglecting the testing process or failing to update their pop-up designs. Through various examples, he illustrates how testing different graphics, copy, and offers can uncover hidden opportunities to boost sign-up rates and, by extension, sales. The episode underscores the idea that brands should approach pop-up strategies with the same level of optimization and analysis they apply to other marketing channels. </p><p>The conversation also touches on the timing and context of pop-up displays, suggesting that brands should aim to present pop-ups within the first 10 seconds of a user’s visit to capitalize on their initial interest. Sian advocates for multi-stage pop-ups that engage users with relevant questions before asking for their email addresses, noting that this technique can lead to higher conversion rates. By the end of the episode, listeners are equipped with actionable strategies to refine their email pop-up tactics, ensuring they can effectively grow their email lists and enhance their overall marketing performance.</p><p><strong>Takeaways:</strong></p><ul><li> Using mystery offers instead of fixed percentage discounts can significantly boost email opt-in rates. </li><li> It&#39;s essential to test various elements of your pop-ups, like graphics and copy, to optimize performance. </li><li> Running multi-stage pop-ups has shown to increase user commitment and improve signup rates effectively. </li><li> Brands often overlook the importance of ongoing A/B testing for their pop-up strategies and should treat them similarly to ads. </li><li> Zero party data questions can enhance engagement by tailoring the pop-up experience to customer interests. </li><li> Timing is crucial; displaying pop-ups within the first 10 seconds of page load is generally recommended for optimal engagement. </li></ul><br/><p><strong>Chapters:</strong></p><ul><li>01:22 - Introduction to Email Marketing and Popup Strategies</li><li>11:30 - Multistage Pop-Ups and Best Practices</li><li>18:18 - Testing Offers and Copy Improvements in Marketing</li><li>22:26 - Transitioning from Popup Strategies to Insider Tips on Email Marketing</li><li>24:25 - The Impact of AI on Marketing</li></ul><br/><p>Find the notes here: <a href="https://keepopt.com/255" rel="nofollow">https://keepopt.com/255</a></p><p><p>Download our ebook &gt;&gt;...<br /><br />**** Get all the links and resources we mention &amp; join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor<br/><br/>Advertising Inquiries: <a href='https://redcircle.com/brands'>https://redcircle.com/brands</a><br/><br/>Privacy & Opt-Out: <a href='https://redcircle.com/privacy'>https://redcircle.com/privacy</a> 06598f64-6769-494e-bf07-6236ac65bec0 https://keepoptimising.com/shaan-arora-email-popups-podcast Wed, 07 May 2025 00:15:00 +0000 1795 no full Email & SMS: Your Customer Retention Playbook with George Kapernaros, Yocto 254 Chloe Thomas <p>Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue.</p><p>In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention marketing. George emphasizes that the best insights do not come from generic research or competitor analysis but rather from directly engaging with customers to understand their experiences.</p><p>He also shares statistics that highlight the importance of timely and relevant communication with customers. George advocates for a shift away from treating retention marketing as a series of one-off campaigns. Instead, he promotes the idea of creating comprehensive, empathetic, and multi-faceted customer journeys. By doing so, brands can not only improve retention rates but also enhance customer satisfaction and lifetime value.</p><p>The conversation also touches on practical tools and methodologies that marketers can use to elevate their retention efforts. George introduces innovative technologies that facilitate interactive customer engagement, making it easier for brands to connect with their audiences meaningfully. He encourages marketers to tap into their internal knowledge and leverage customer feedback as a continuous source of insight. </p><p>This episode serves as a powerful reminder of the evolving landscape of retention marketing and the importance of empathy, data-driven strategies, and customer engagement in fostering sustained business success.</p><p>Takeaways:</p><ul><li> Your best ideas for retention marketing will come from understanding your customers, not from templates or competitor research. </li><li> To impact customer retention, focus on creating empathetic messages that align with the customer journey rather than following a company calendar. </li><li> Retention marketing should prioritize long-term customer understanding over short-term campaigns; it's essential to stay relevant after the sale. </li><li> A successful retention strategy relies on collecting customer data to tailor messaging that resonates with their unique journeys and needs.</li></ul><br/><p>Episode sponsored by Yocto. Book a call with George at <a href="https://keepopt.com/yocto" rel="noopener noreferrer" target="_blank">keepopt.com/yocto</a></p><p>Find the notes here: <a href="https://keepopt.com/254" rel="noopener noreferrer" target="_blank">https://keepopt.com/254</a></p><p><p class="tdfocus-1721048656273">Download our ebook &gt;&gt; https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"</p> </p><p>****</p><p>Get all the links and resources we mention &amp; join our email list at <a href="https://keepopt.com" rel="noopener noreferrer" target="_blank">https://keepopt.com</a></p><p>Love the show? Chloe would love your feedback - leave a review here: <a href="https://keepopt.com/review" rel="noopener noreferrer" target="_blank">https://keepopt.com/review</a> or reply to the episode Q&amp;A on Spotify.</p><p>Interested in being a Sponsor? go here: <a href="https://keepopt.com/sponsor" rel="noopener noreferrer" target="_blank">https://keepopt.com/sponsor</a></p> **** Get all the links and resources we mention &amp; join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue.

In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention marketing. George emphasizes that the best insights do not come from generic research or competitor analysis but rather from directly engaging with customers to understand their experiences.

He also shares statistics that highlight the importance of timely and relevant communication with customers. George advocates for a shift away from treating retention marketing as a series of one-off campaigns. Instead, he promotes the idea of creating comprehensive, empathetic, and multi-faceted customer journeys. By doing so, brands can not only improve retention rates but also enhance customer satisfaction and lifetime value.

The conversation also touches on practical tools and methodologies that marketers can use to elevate their retention efforts. George introduces innovative technologies that facilitate interactive customer engagement, making it easier for brands to connect with their audiences meaningfully. He encourages marketers to tap into their internal knowledge and leverage customer feedback as a continuous source of insight.

This episode serves as a powerful reminder of the evolving landscape of retention marketing and the importance of empathy, data-driven strategies, and customer engagement in fostering sustained business success.

Takeaways:

• Your best ideas for retention marketing will come from understanding your customers, not from templates or competitor research.
• To impact customer retention, focus on creating empathetic messages that align with the customer journey rather than following a company calendar.
• Retention marketing should prioritize long-term customer understanding over short-term campaigns; it's essential to stay relevant after the sale.
• A successful retention strategy relies on collecting customer data to tailor messaging that resonates with their unique journeys and needs.

Episode sponsored by Yocto. Book a call with George at keepopt.com/yocto

Find the notes here: https://keepopt.com/254

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need for authentic voices has never been greater. By collaborating with experts, brands can provide valuable information that resonates with potential buyers, ultimately driving conversions and sales.

Listeners will gain practical insights into how to effectively implement expert-driven marketing strategies. Eric offers valuable tips on identifying the right experts for specific product categories and leveraging their knowledge to address consumer questions and concerns.

Overall, this episode serves as a crucial resource for brands looking to enhance their marketing efforts by embracing expert partnerships and optimizing their conversion strategies.

Takeaways:

• Leveraging expert partnerships can lead to significant increases in conversion rates and customer trust by educating consumers effectively.
• Using professionals from diverse fields, such as chefs or veterinarians, can enhance the authenticity of your marketing content.
• Expert-driven content performs better in lower funnel marketing, addressing consumer doubts and increasing purchase confidence.
• Investing in expert partnerships not only aids conversion but also enhances the overall customer experience on retail websites.

Find the notes here: https://keepopt.com/253

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right from the get-go. Knowing what you want to achieve—whether it's brand visibility, increased sales, or building relationships—will set the stage for your program's success.

She stresses that quality is more important than quantity when it comes to selecting affiliates; it's better to have a handful of engaged partners than a large group who may not resonate with your brand. Furthermore, providing your affiliates with comprehensive marketing materials and support is crucial for enabling them to promote effectively.

As we get further into the conversation, we explore the critical need for data-driven decision-making. Tracking performance metrics allows you to understand what's working and what needs adjustment. Kelly shares her insights on maintaining open lines of communication with your affiliates, which can significantly enhance their motivation and effectiveness. The episode wraps up with a list of pitfalls to avoid, including neglecting your affiliates and ignoring compliance issues.

This thorough discussion equips listeners with the knowledge to not only start their affiliate program but to optimize it for lasting success.

Takeaways:

• Tracking and measuring performance data is essential for driving decisions in your affiliate program.
• Define clear goals for your affiliate program to guide your setup and management effectively.
• Choosing the right affiliates is more important than having a large number of them.
• Provide affiliates with comprehensive marketing materials to ensure they can promote effectively.

Find the notes here: https://keepopt.com/252

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In our latest discussion, we break down five key steps to elevate your affiliate marketing strategy.

1. First, we emphasize reviewing your publisher mix to ensure you’re targeting all segments of your audience effectively. This means utilizing tools available in your affiliate networks to identify any gaps in your current strategy.
2. The second step focuses on identifying low-hanging fruit—those affiliates who drive traffic but yield low sales. By reaching out to these partners, you can often find ways to enhance their promotional efforts.
3. Our third step is all about communication. We stress the importance of nurturing relationships with your affiliates through consistent and tailored messaging. This keeps your brand top of mind and fosters collaboration.
4. The fourth step encourages attending networking events and engaging in educational opportunities. The affiliate marketing space is fast-paced, and staying informed about the latest trends and best practices is crucial for success.
5. Finally, we wrap up with a discussion on the importance of monitoring industry trends, such as card-linked offers and the rise of brand partnerships, which can provide new avenues for growth.

By following these steps, you can position your affiliate program for greater success and profitability.

Takeaways:

• Your contact list is essential in affiliate marketing, make sure it's comprehensive.
• Identifying gaps in your publisher mix is crucial to optimizing affiliate performance.
• Maintaining regular communication with affiliates can significantly enhance your marketing effectiveness.
• Networking and continuous education are vital for staying ahead in the affiliate marketing game.

Chapters:

• 03:09 - Optimizing Your Affiliate Marketing Channel
• 12:51 - Networking and Education in Affiliate Marketing
• 17:40 - Optimizing Your Affiliate Program
• 24:26 - Looking to the Future of Affiliate Marketing

Find the notes here: https://keepopt.com/251

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss: 

• The secret to turning influencer content into high-converting Meta ads 
• Why whitelisting influencer ads outperforms traditional brand ads 
• How to use affiliate and influencer partnerships to lower ad costs 
• The three ad strategies that will boost your click-through rates 

Dive in: 

[03:12] Influencer content boosts paid social. 

[07:33] Influencer whitelisting boosts ad success. 

[12:17] Audience alignment for broader reach. 

[13:33] "Brand Awareness Strategy Essentials" 

[14:59] Insider Tips from Sam! 

Find the notes here: https://keepopt.com/250 

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

As we dive deeper into the future of affiliate marketing with Lee-Ann Johnston, it’s clear that 2025 is set to reshape how businesses approach partnerships. Gone are the days when affiliate marketing was merely about driving traffic through links. Now, it’s about creating a comprehensive ecosystem where affiliates act as integral partners in the marketing strategy. Lee-Ann explains that affiliate marketing is shifting towards a 'partnership economy'—an environment where different forms of collaborations, from influencers to traditional affiliates, all play a role in promoting products and services. This change signifies that businesses must adapt their strategies to incorporate various types of partnerships and understand the unique needs of each.

Lee-Ann emphasizes the importance of establishing a clear purpose before launching an affiliate program. She suggests that businesses should evaluate their readiness and the potential return on investment. This reflection is crucial, especially considering that many companies have previously launched affiliate initiatives without the necessary groundwork and ended up with disappointing results. The key takeaway here is that affiliate marketing isn’t a one-size-fits-all solution; it requires a tailored approach that considers the specific goals and resources of the business.

Throughout the episode, Lee-Ann also discusses the critical shift towards performance-based payment structures, which not only incentivize affiliates but also align their efforts with the business’s success. By understanding that affiliates aren’t just external traffic sources but actual partners in growth, marketers can foster more sustainable and beneficial relationships that ultimately lead to better outcomes. Listeners will gain insights into how to effectively manage these partnerships, the importance of communication and transparency, and how to stay ahead in an increasingly competitive landscape. This episode is a must-listen for anyone serious about succeeding in the affiliate marketing space in 2025.

Takeaways:

• Affiliate marketing has evolved into more than just a channel; it's a payment mechanism and a vital amplifier for existing marketing efforts.
• In 2025, successful affiliate marketing strategies will require a clear understanding of objectives and strong relationship management with partners.
• Investing in affiliate marketing is not free; it requires time, money, and resources to build effective partnerships and manage them successfully.
• The partnerships economy is growing, integrating influencers and customer advocacy into affiliate marketing strategies for better reach and engagement.
• Businesses must understand when to launch an affiliate program and ensure they have the necessary expertise to manage it effectively and responsibly.
• Affiliate marketing is a long-term investment that requires strategic planning and ongoing optimization to truly succeed.

Find the notes here: https://keepopt.com/248

**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy]]> <p>Affiliate marketing is evolving rapidly, and in 2025, it&#39;s transforming from a traditional channel into a crucial payment mechanism and amplifier for other marketing efforts. In this episode, we&#39;re diving deep with affiliate expert Lee-Ann Johnston, who shares insights on what’s working in affiliate marketing and what isn’t. We discuss the importance of partnerships and the strategic approach needed to leverage affiliate programs effectively for your eCommerce store. Lee-Ann emphasizes that it&#39;s not just about throwing money at affiliates; it requires a thoughtful strategy and relationship management to avoid costly mistakes. As we explore the landscape of affiliate marketing, listeners will gain clarity on how to navigate this changing terrain and make informed decisions that can lead to greater success.</p><p>As we dive deeper into the future of affiliate marketing with Lee-Ann Johnston, it’s clear that 2025 is set to reshape how businesses approach partnerships. Gone are the days when affiliate marketing was merely about driving traffic through links. Now, it’s about creating a comprehensive ecosystem where affiliates act as integral partners in the marketing strategy. Lee-Ann explains that affiliate marketing is shifting towards a &#39;partnership economy&#39;—an environment where different forms of collaborations, from influencers to traditional affiliates, all play a role in promoting products and services. This change signifies that businesses must adapt their strategies to incorporate various types of partnerships and understand the unique needs of each.</p><p>Lee-Ann emphasizes the importance of establishing a clear purpose before launching an affiliate program. She suggests that businesses should evaluate their readiness and the potential return on investment. This reflection is crucial, especially considering that many companies have previously launched affiliate initiatives without the necessary groundwork and ended up with disappointing results. The key takeaway here is that affiliate marketing isn’t a one-size-fits-all solution; it requires a tailored approach that considers the specific goals and resources of the business.</p><p>Throughout the episode, Lee-Ann also discusses the critical shift towards performance-based payment structures, which not only incentivize affiliates but also align their efforts with the business’s success. By understanding that affiliates aren’t just external traffic sources but actual partners in growth, marketers can foster more sustainable and beneficial relationships that ultimately lead to better outcomes. Listeners will gain insights into how to effectively manage these partnerships, the importance of communication and transparency, and how to stay ahead in an increasingly competitive landscape. This episode is a must-listen for anyone serious about succeeding in the affiliate marketing space in 2025.</p><p>Takeaways:</p><ul><li> Affiliate marketing has evolved into more than just a channel; it&#39;s a payment mechanism and a vital amplifier for existing marketing efforts. </li><li> In 2025, successful affiliate marketing strategies will require a clear understanding of objectives and strong relationship management with partners. </li><li> Investing in affiliate marketing is not free; it requires time, money, and resources to build effective partnerships and manage them successfully. </li><li> The partnerships economy is growing, integrating influencers and customer advocacy into affiliate marketing strategies for better reach and engagement. </li><li> Businesses must understand when to launch an affiliate program and ensure they have the necessary expertise to manage it effectively and responsibly. </li><li> Affiliate marketing is a long-term investment that requires strategic planning and ongoing optimization to truly succeed. </li></ul><br/><p>Find the notes here: <a href="https://keepopt.com/248" rel="nofollow">https://keepopt.com/248</a></p><p><br /><br />**** Get all the links and resources we mention &amp; join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor<br/><br/>Advertising Inquiries: <a href='https://redcircle.com/brands'>https://redcircle.com/brands</a><br/><br/>Privacy & Opt-Out: <a href='https://redcircle.com/privacy'>https://redcircle.com/privacy</a> 76dbaf11-d8a2-4d30-a813-746a0a5528f5 https://keepoptimising.com/lee-ann-johnstone-affiverse-affiliate-marketing-podcast Wed, 26 Mar 2025 00:15:00 +0000 1955 no full Customer Retention: Turn Unboxing Into a Marketing Channel & Keep Customers Coming Back with Mollie Woolnough-Rai, Penny Black 248 Chloe Thomas <p>Mollie Woolnough-Rai is the Senior Marketing Manager at post-purchase specialists Penny Black. For over 6+ years she’s been focused on helping DTC brands find the best ways to build CTLV and long-term, sustainable revenue.&nbsp;</p><p>&nbsp;</p><p><strong>In this episode, we discuss:</strong>&nbsp;</p><ul><li>The secret to turning unboxing into a powerful marketing tool 🎁&nbsp;</li><li>Why the post-purchase experience matters more than you think 📦&nbsp;</li><li>How personalized packaging can drive repeat sales &amp; brand loyalty 🔑&nbsp;</li><li>The game-changing way to blend digital marketing with physical touchpoints 📲&nbsp;</li></ul><br/><p>&nbsp;</p><p><strong>Dive in:</strong>&nbsp;</p><p>[03:14] Retail roots to content strategy.&nbsp;</p><p>[06:37] Rethinking customer retention strategies.&nbsp;</p><p>[10:45] Optimizing first impressions for conversion.&nbsp;</p><p>[13:49] Blending traditional sales with modern tech.&nbsp;</p><p>[18:50] Skincare unboxing: enhanced customer experience.&nbsp;</p><p>[22:45] "Enhancing Post-Purchase Communication"&nbsp;</p><p>[23:49] Klaviyo integration for enhanced email personalization.&nbsp;</p><p>[26:20] Insider Tips from Mollie!&nbsp;</p><p>&nbsp;</p><p>Find the notes here: <a href="https://keepopt.com/248" rel="noopener noreferrer" target="_blank">https://keepopt.com/248</a></p><p><p class="tdfocus-1738669909956">Get your Personalised Retention Playbook from YOCTO &gt;&gt;&gt; <a href="https://keepopt.com/yocto" rel="noopener noreferrer" target="_blank">https://keepopt.com/yocto</a></p> </p><p><p>****</p><p>Get all the links and resources we mention &amp; join our email list at <a href="https://keepopt.com" rel="noopener noreferrer" target="_blank">https://keepopt.com</a></p><p>Love the show? Chloe would love your feedback - leave a review here: <a href="https://keepopt.com/review" rel="noopener noreferrer" target="_blank">https://keepopt.com/review</a> or reply to the episode Q&amp;A on Spotify.</p><p>Interested in being a Sponsor? go here: <a href="https://keepopt.com/sponsor" rel="noopener noreferrer" target="_blank">https://keepopt.com/sponsor</a></p> &nbsp;</p> **** Get all the links and resources we mention &amp; join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy Mollie Woolnough-Rai is the Senior Marketing Manager at post-purchase specialists Penny Black. For over 6+ years she’s been focused on helping DTC brands find the best ways to build CTLV and long-term, sustainable revenue. 

In this episode, we discuss: 

• The secret to turning unboxing into a powerful marketing tool 🎁 
• Why the post-purchase experience matters more than you think 📦 
• How personalized packaging can drive repeat sales & brand loyalty 🔑 
• The game-changing way to blend digital marketing with physical touchpoints 📲 

Dive in: 

[03:14] Retail roots to content strategy. 

[06:37] Rethinking customer retention strategies. 

[10:45] Optimizing first impressions for conversion. 

[13:49] Blending traditional sales with modern tech. 

[18:50] Skincare unboxing: enhanced customer experience. 

[22:45] "Enhancing Post-Purchase Communication" 

[23:49] Klaviyo integration for enhanced email personalization. 

[26:20] Insider Tips from Mollie! 

Find the notes here: https://keepopt.com/248

Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss: 

• 🔹 How to know when it’s time to upgrade from email marketing to a full CRM 
• 🔹 The biggest data mistakes businesses make—and how to fix them fast 
• 🔹 Why your CRM might be hurting customer retention instead of helping it 
• 🔹 The secret to tracking performance and making your CRM work smarter 

Dive in: 

[06:06] Experiencing retail process firsthand. 

[08:57] Business structure impacts effectiveness. 

[11:15] Building cross-functional business relationships. 

[15:15] Back to basics: tech fundamentals. 

[19:07] Evaluating data reporting systems. 

[21:37] "AI Algorithms Overtaking RFM Strategies" 

[23:29] Insider Tips from Nicky! 

Find the notes here: https://keepopt.com/247

Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss: 

• The #1 mistake brands make when setting up subscriptions (and how to fix it!) 
• Why offering a free gift beats discounts for keeping subscribers longer 
• The crucial 14-day window that makes or breaks customer retention 
• How to turn your best customers into super fans who buy more and refer others! 

Dive in: 

[05:12] Subscription isn't just retention. 

[08:35] Subscription strategy debate. 

[09:29] Boosting subscription conversions strategies. 

[15:26] Enhancing subscription offers effectively. 

[18:12] Discount strategy beyond price cuts. 

[20:38] Effective email engagement strategies. 

[24:48] Maximize value from super customers. 

[27:51] Insider Tips from Matthew! 

Find the notes here: https://keepopt.com/246    

Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss: 

• How resale programs turn one-time buyers into loyal customers 
• The secret to making secondhand sales a powerful retention tool 
• Why peer-to-peer resale beats traditional loyalty programs 
• Easy ways to launch a resale marketplace (without the headache!) 

Dive in: 

[05:28] Empowering brands in resale market. 

[07:54] Boost brand loyalty with resell rewards. 

[10:23] Secondhand marketplace boosts brand loyalty. 

[15:36} Easy ecommerce launches, complex branding. 

[17:34] Fashion resale market growth analysis. 

[22:03] Peer-to-peer enhances brand experience. 

[24:54] Explore pre-loved market opportunities. 

[26:23] Insider Tips from Lydia! 

Find the notes here: https://keepopt.com/245

Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss: 

• Why the first 14 days after a sale can make or break retention 
• The secret to turning buyers into loyal, raving fans 
• How subscriptions do more than just drive repeat sales 
• A genius way to boost social proof using excited customers 

Dive in: 

[05:23] Key to retention: product frequency. 

[09:21] Subscription vs. non-subscription loyalty. 

[11:48] Subscription strategies as product essentials. 

[16:04] Boosting ad engagement with enthusiastic emails. 

[19:27] Personalization through zero party data. 

[21:12[ Typeform vs. one-click polls. 

[23:50] Insider Tips from Thomas! 

Find the notes here: https://keepopt.com/244 

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Hit PLAY to hear: 

• Why server-side tracking is the ultimate upgrade for your Meta Ads 
• The hidden pitfalls of inaccurate tracking—and how to fix them 
• How to supercharge your ad performance with enriched customer data 
• The secret to leveraging AI in Meta Ads for better targeting and ROI 

Key timestamps to dive straight in: 

[05:33] Meta's conversions API explained. 

[07:01] Optimising eCommerce ad tracking. 

[11:55] Shopify app setup and pricing. 

[15:07] Optimising Shopify for Meta matching. 

[15:57] Maximise marketing: new vs. returning customers. 

[20:28] The importance of AI-powered ad automation. 

[22:02] Insider Tips from Edward! 

Episode sponsored by Littledata. Book a demo at https://www.littledata.io/ 

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That means she gets to see into the Meta Ads accounts of 100s of brands each year, when she sees several errors crop up time and time again. 

In this episode, we discuss: 

• Why outdated targeting methods could be costing you conversions 
• The hidden risks of relying solely on dynamic catalog ads 
• How your messaging might be sabotaging your Meta ad success 
• The #1 budgeting mistake that’s crippling your campaigns 
• Sneaky Meta settings that could be derailing your ads without you knowing 

Dive in: 

[05:02] Effectiveness of ad targeting strategies. 

[09:57] Dynamic catalog ads: missed opportunities. 

[11:03] Separate catalog and creative ads. 

[16:29] Simplifying ad content approaches. 

[18:06] Stagger launches for better optimisation. 

[23:35] Ad copy disruption alert. 

[25:37] Convincing stakeholders in ad strategy. 

[28:49] Insider Tips from Aggie! 

Find the notes here: https://keepopt.com/242

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In this episode, we discuss: 

• How first-party cookies can slash your ad spend waste 
• The secret to unlocking 40% more data for Meta Ads 
• Why your tracking setup might be sabotaging your campaigns 
• The game-changing fix for health and wellness brands 

Dive in: 

[04:57] One-year cookies enable continuous visitor tracking. 

[07:21] First-party data capturing enhances ad performance. 

[10:13] User tracking challenges due to cookie deprecation. 

[12:58] Collect emails and click IDs for better ads. 

[17:59] Tracking issues due to Shop Pay URL change. 

[21:25] Policy limits purchase optimization, causing marketing issues. 

[24:59] Insider Tips from Yiqi! 

Find the notes here: https://keepopt.com/241

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In this episode, we discuss: 

• How to decode your ad performance with smarter metrics like MER 
• Why Advantage Plus Shopping is the go-to strategy for scaling campaigns 
• The secret to creating winning Meta ad assets without burnout 
• A simple test to decide between lead-gen campaigns and direct sales ads 

Dive in: 

[03:43] Brands prioritize profitability and efficient ad strategies now. 

[09:08] Focus on MER, simplified structures, machine learning. 

[13:17] New assets required based on amount of spend. 

[16:24] Initial clients had own creatives; provided strategy. 

[17:54] Testing lead generation versus direct conversion campaigns. 

[22:42] Insider Tips from Nikki! 

Find the notes here: https://keepopt.com/240

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Founded in 2013, Janis has been driving the growth strategy for over 4 years, they’re currently doing millions a year, and working towards double figure millions. 

In this episode, we discuss: 

• How Look Fabulous Forever creates Meta Ads in-house that resonate with their audience 
• The secret to building a lean, high-impact in-house creative team 
• Why experimentation is the key to digital advertising success 
• How tailoring ads to unique customer needs can unlock new markets 

Dive in: 

[07:19] Agency handles account admin; brand manages budgets. 

[09:57] Increased creative volume reduces fatigue, boosts performance. 

[15:42] Community self-runs, shares content; fosters discussions, UGC. 

[17:27] Creative processes have become more streamlined, inclusive. 

[21:53] How is in-house sign-off process managed? 

[25:27] Experimentation is crucial for continuous marketing success. 

[29:08] Insider Tips from Janis! 

Find the notes here: https://keepopt.com/239

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In this episode, we discuss: 

• Game-changing ways AI slashes ad costs and time 
• The customer insights your ad campaigns reveal 
• Why Komal swears by patience and testing for ad wins 
• Must-try AI tools to level up your marketing game 

Dive in: 

[04:36] Focusing on small business marketing alleviates founders. 

[06:22] Small sellers face bandwidth and expertise challenges. 

[10:47] Keywords, bidding, metrics optimization, ad budget decisions. 

[14:35] AI helps tailor brand marketing content efficiently. 

[16:16] Ad copy adapts across channels for optimization. 

[19:35] No unified tool for multi-channel campaign launches. 

[22:14] Insider Tips from Komal! 

Find the notes here: https://keepopt.com/238

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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In this episode, we discuss: 

• The AI strategies marketers are using to craft customer avatars that convert 
• Why starting with human insights is crucial before involving AI 
• Pro tips for creating avatars that resonate with your audience's emotions 
• How to leverage reviews and team insights for next-level personalization 

Dive in: 

[04:15] Creating, sharing, and refining content using AI. 

[07:50] AI helps understand users, systemize insights efficiently. 

[12:22] Research, analyze reviews for authentic customer language. 

[15:03] Start with basic AI tools, focus prompts. 

[17:40] Describe product, avatar, before/after states, pain points. 

[21:53] Tailor document for team-specific needs. 

[25:12] Insider Tips from Sara! 

Find the notes here: https://keepopt.com/237   

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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In this episode, we discuss: 

• How to pinpoint tasks you must automate with a simple time audit 
• The real difference between AI and automation—and why it matters 
• Tools and tips to save hours without sacrificing quality 
• Why automation can boost productivity and build stronger customer relationships 

Dive in: 

[05:09] Conduct a time audit before considering automation. 

[07:27] AI isn't always intelligent or problem-solving. 

[12:12] Automate non-human tasks; prioritize customer interaction. 

[14:08] Automate repetitive, teachable tasks first. 

[16:57] Hustle culture criticized; business overwhelm issues highlighted. 

[20:19] Insider Tips from Jameela! 

Find the notes here: https://keepopt.com/236  

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In this episode, we discuss: 

• The secret to writing AI-powered product descriptions that actually convert 
• Why “garbage in, garbage out” is the #1 rule for AI success in eCommerce 
• How to use AI to uncover hidden customer desires and boost engagement 
• The future of copywriting: Will AI replace human writers? 

Dive in: 

[05:23] Improving AI for better product descriptions. 

[09:25] Start with clear direction; quality input yields success. 

[13:02] Ensuring data quality for AI requires depth. 

[16:36] Use Descriptomizer; track and analyze engagement metrics. 

[17:32] Score product descriptions using "emphasis analysis". 

[21:43] AI reshapes copywriting, humans remain essential. 

[24:50] Insider Tips from Thomas! 

Find the notes here: https://keepopt.com/235

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Hit PLAY to hear: 

• Using AI to personalize negotiations and increase engagement 
• Deploying AI for targeted discounts 
• Improving B2B operations 

Key timestamps to dive straight in: 

[08:11] AI enables personalized, natural language conversations effectively. 

[10:19] Consumer electronics brand avoids blanket promotions. 

[13:58] Insightful data reveals effective discount strategies. 

[17:01] Integration enhances customer-brand relationships through chatbots. 

[21:24] Balancing AI ethics and human-like chatbots. 

[24:15] Offload customer inquiries to ease pressure on agents. 

[26:37] Insider Tips from Rosie!

[30:26] Learn more at Nibble.bot 

Episode sponsored by Nibble. Learn more HERE

Find the notes here: https://keepopt.com/234

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In this episode, we discuss: 

• Why you need to embrace different content formats 
• Personalization of content 
• Customer research and customer-centricity 
• The role of technology in content marketing 

Dive in: 

[03:33] Content marketing focuses on customer engagement, sales. 

[07:21] Repurpose content considering customer intent and format. 

[11:27] Miss rich research in B2C, customer engagement vital. 

[14:00] Content positioning varies across web and mobile. 

[18:55] Stradivarius excels in engaging, native video content. 

[20:46] Insider Tips from Irem! 

Find the notes here: https://keepopt.com/233   

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In this episode, we discuss: 

• How Wikipedia can add to your brand’s credibility 
• Guidelines to make the most out of your Wikipedia page 
• Monitoring and maintaining your page 

Dive in: 

[04:42] Started Wikipedia-focused business, quit job in 2010. 

[06:01] Ideal client is not from any particular industry. 

[08:19] Wikipedia can drive traffic and clean up your search results. 

[10:34] Marketing is the main reason for wanting to have a page. 

[16:05] Create account, disclose conflict, request edit review. 

[20:42] Understand Wikipedia guidelines, avoid conflict of interest. 

[22:24] Help Wikipedia by donating or volunteering. 

[23:27] Insider Tips from Bill! 

Find the notes here: https://keepopt.com/232   

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In this episode, we discuss: 

• Why understanding your audience is the first step 
• The importance of a simple, strategic calendar 
• Revisiting and updating content 
• How AI can help you 

Dive in: 

[05:18} eCommerce content has short shelf life challenges. 

[08:09] Create content pillars based on key topics. 

[13:19] Understand audience motivations for targeted marketing. 

[14:17] Visualize and understand your ideal customer. 

[17:29] eCommerce changes fast; prioritize simple content planning. 

[19:03] Feel free to use AI for generating ideas but make sure to make the content your own. 

[20:23] Insider Tips from Abby! 

Find the notes here: https://keepopt.com/231

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In this episode, we discuss: 

• Mapping content against the customer journey 
• Actively thinking about the customer journey, or role-playing 
• How content should serve both SEO and conversion goals 

Dive in: 

[06:14] Mapping on-site content to customer journey. 

[08:37] User journey encompasses emotional journey with brand. 

[10:27] Understanding customers ensures effective content creation journey. 

[15:23] SEO content must be user-friendly and adaptable. 

[18:05] Involve customer service in content creation process. 

[21:07] Adaptable strategies enhance organic content flow efficiency. 

[22:53] Insider Tips from Hannah! 

Find the notes here: https://keepopt.com/230

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Right now he’s the founder of Publishing Strategy AND has just launched the AI tools directory NextGenTools.ai. 

In this episode, we discuss: 

• Why a multiplatform content strategy is important 
• Using AI tools for content creation efficiency 
• Maintaining the human touch in your content 

Dive in: 

[04:59] iPhone age boosted social media accessibility and challenges. 

[07:56] Adapting content for social media is essential. 

[11:29] Video's promotional value in eCommerce is debated. 

[16:09] Plan social media strategy based on presence. 

[19:05] Good technical setup pays off; AI aids cleaning. 

[22:18] Tools like Synthesia, HeyGen becoming ubiquitous. 

[25:46] AI-generated content must be clearly labeled, critical. 

[27:29] Insider Tips from James! 

Find the notes here: https://keepopt.com/229 

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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In this episode, we discuss: 

• Implementing Consent Mode V2 
• Using Enhanced Conversions 
• Collecting first-party data whenever you can 

Dive in: 

[07:54] Google Ads changes driven by new privacy legislations. 

[09:53] Cookie consent tools integrate with Google's ad system. 

[14:12] Google uses first-party data despite cookie declines. 

[17:33] Collect data to enhance user experience and ads. 

[19:47] Shopify collects data easily integrating with platforms. 

[24:08] Time changes carefully to avoid data misalignment. 

[25:43] Insider Tips from Ian! 

Find the notes here: https://keepopt.com/228 

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In this episode, we discuss: 

• Why data privacy is now a must for businesses 
• Transparency as a key component for building trust and loyalty  
• How less data can be more relevant 

Dive in: 

[06:50] Transparent data practices build customer trust and retention. 

[14:50] Maintaining accurate marketing lists is daily hassle. 

[19:18] Shift from hoarding to actionable data is crucial. 

[22:20] Data location matters as much as content. 

[24:02] Marketing teams are clueless about data management. 

[27:40] Data purpose, retention, awareness, and detailed mapping. 

[29:53] Insider Tips from Siobhan! 

Find the notes here: https://keepopt.com/227

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In this episode, we discuss: 

• The complexity of attribution marketing 
• Why focusing on single channels will no longer work  
• Using first-party data and tools to improve accuracy 

Dive in: 

[05:53] Early warning system indicates analytics tracking issues. 

[09:10] Apple stricter on data-sharing; makes attribution complex. 

[10:58] Privacy changes, Google Analytics updates, economic shift impacts. 

[17:46] First user channel indicates initial site discovery. 

[21:02] Consider all attribution models in customer journey. 

[24:05] User ID helps unify multi-device user data. 

[27:11] Attribution report reveals complex, multi-touchpoint conversion process. 

[30:02] Insider Tips from Luke! 

Find the notes here: https://keepopt.com/226

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In this episode, we discuss: 

• The importance of first-party data 
• Data as the foundation for effective marketing 
• Using tools to make first-party data implementation as easy as possible 
• How first party cookie data can increase your advertising and email sales

Dive in: 

[04:48] Left big tech to help small businesses. 

[08:50] Collect our own data for powerful marketing. 

[10:49] Enabling a domain-specific, non-shared cookie. 

[13:29] More data improves Facebook ads targeting algorithm. 

[19:13] Marketing fundamentally is about understanding your customers. 

[20:07] Collect customer information to optimize targeted marketing. 

[21:59] Insider Tips from Yiqi! 

Find the notes here: https://keepopt.com/225 

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In this episode, we discuss: 

• Why you should think about measurement rather than attribution 
• Three functions you should consider when building your tech stack 
• Properly planning and executing your measurement strategy 

Dive in: 

[06:44] Effective measurement improves strategy and efficiency consistently. 

[10:16] Data aggregation is essential for comprehensive performance reports. 

[15:22] Brands need simplified tech, visibility into individual outcomes. 

[16:56] Unified, accurate analytics are essential for business decisions. 

[19:44] Constant attention needed for evolving analytics strategy. 

[25:49] Insider Tips from JJ! 

Find the notes here: https://keepopt.com/224 

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Not only are my 10 guests offering excellent advice, each one is coming from a different perspective, and if I was going to write out my own advice for Black Friday 2024… there isn’t a key point on that list they’ve missed. 

Here's who's sharing their top tip for Black Friday 2024: 

• Amy Hind, Launch 
• Gilbert Corrales, Leaf 
• Yiqi Wu, Aimerce 
• James Cowie, SHOPLINE 
• Graham Murray, Genie Goals 
• Gisela Benini, Genie Goals 
• Becky Herbert, Launch 
• Brad Houldsworth, Remarkable Commerce 
• Jodie Guichard, Brightpearl by Sage 
• And Noah Tucker, Social Snowball 

Dive in: 

[04:23] Optimize customer journey for effective Black Friday. 

[06:53] Fix conversion tracking and analytics for Q4. 

[09:54] Enhance data tracking to recover lost sales. 

[14:02] Ensure timely, warranted exposure for Black Friday. 

[16:50] Use giveaways to boost newsletter subscriptions efficiently. 

[20:18] Test creatives and audiences early for Black Friday. 

[25:42] Optimize marketing based on stock levels and trends. 

Find the notes here: https://keepopt.com/223 

Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast

• MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANN
• Save 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON

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In this episode, we discuss: 

• The Google data leak and what it validated 
• Google’s third-party cookie backtrack 
• AI and its impact on SEO 
• And Google’s monopoly on the web in general 

Dive in: 

[09:00] SEO hasn't changed much, just more info. 

[10:37] GDPR regulations in Europe caused legal challenges. 

[16:14] Website ads frustration and conflicting views on helpful content. 

[18:36] The 4 types of search intent. 

[20:32] Update on Google’s monopoly and the Department of Justice. 

[25:49] Insider Tips from Alex! 

Find the notes here: https://keepopt.com/222 

Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast

• MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANN
• Save 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON

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Zoe was Director of eCommerce for Urban Outfitters, Global Director of eCommerce and Omnichannel at Jimmy Choo, AND rose from assistant merchandiser to Head of Online Trading during 14 years at TopShop. 

In this episode, we discuss: 

• How the secondhand market is growing, and growing rapidly 
• Why owning your secondhand experience is important 
• Using the Tern Eco software to start your secondhand market journey 
• The importance of the data you get from your secondhand program 

Dive in: 

[05:19] eCommerce experts launch sustainable retail consultancy in 2019. 

[08:26] Excitement about growing business in recommerce industry. 

[11:37] EU-driven legislation will impact trade and sustainability. 

[14:59] 60% of population willing to buy secondhand. 

[18:21] SME retailers agile, innovative, capable, and profitable. 

[20:22] Real-world product wear and tear data. Feedback for durable, repairable products. 

[24:33] Innovating business models for customer engagement. 

[25:49] Insider Tips from Zoe! 

Find the notes here: https://keepopt.com/221

Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast

• MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANN
• Save 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON

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Now helping over 600 Shopify merchants to improve post-purchase customer experience. 

In this episode, we discuss: 

• Why you need to focus on the post-purchase customer experience 
• Empowering the customer 
• Upselling opportunities and increasing your brand’s revenue 

Dive in: 

[03:36] Managed customer experience for popular YouTuber brands. 

[08:07] Mistakes after hitting buy button explained succinctly. 

[12:56] Optimised journey for order confirmation and edits. 

[14:15] Enhancing customer experience is a no-brainer. 

[18:22] Bad news for everyone, missed order potential. 

[22:22] Insider Tips from Hamish! 

Find the notes here: https://keepopt.com/220 

Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast

• MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANN
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Social Snowball’s affiliate & referral programs drive millions in revenue for over 2,000 leading brands such as Solawave, Obvi, and Fanjoy. 

In this episode, we discuss: 

• What “manufacturing virality” is 
• How you can own TikTok customer data through 3rd party software 
• Attribution for influencer marketing 

Dive in: 

[03:09] Transitioned from brand side to tech, influencer marketing. 

[08:03] TikTok shop lacks customer data for marketing. 

[11:11] Creators create branded TikTok pages, affiliate program. 

[12:43] Curate viral content, boost revenue, and scale. 

[18:22] Influencers share unique, single-use codes via link. 

[20:40] Automatically generate affiliate accounts with Shopify data. 

[23:17] Insider Tips from Noah! 

Find the notes here: https://keepopt.com/219 

Discover Social Snowball >> https://keepopt.com/snowball

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In this episode, we discuss: 

• Gisela’s 3 Cs for TikTok success 
• What you need to know about ad length 
• Tracking performance with custom metrics 

Dive in: 

[05:02] Focus on authentic, attention-grabbing TikTok creatives. 

[06:33] Grab attention, retain interest, end with action. 

[10:21] TikTok offers unique advertising and creative tools. 

[14:32] TikTok offers TTCX for ad creatives. 

[17:29] Understand audience, create community, advertise product effectively. 

[19:56] Ad length based on age range. 

[27:41] Insider Tips from Gisela! 

Find the notes here: https://keepopt.com/218 

Discover Social Snowball >> https://keepopt.com/snowball

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She’s been working in TV and video for over two decades – originally as a TV presenter and journalist including as co-host of Canada’s number one breakfast show!!

More recently she’s been a star of TV shopping, and is now helping 100s of influencers, experts, celebrities and of course brands to learn the skills of live shopping via her Live Selling School. 

In this episode, we discuss: 

• Understanding your audience and customers 
• Why you need to master storytelling 
• How engagement plays an important role in your live selling 

Dive in: 

[05:31] Launch of Live Selling School lacked competition. 

[09:11] Consider TikTok shop, choose a fitting face for your brand. 

[15:36] Live streaming shopping boosts brand engagement, sales. 

[17:15] Creating sensory experiences in online shopping presentations. 

[21:16] Understand customer motivation, craft compelling pitch. 

[25:19] Respecting consumer differences, guiding with integrity, acknowledging uniqueness. 

[27:41] Insider Tips from Dawn! 

Find the notes here: https://keepopt.com/217 

Discover Social Snowball >> https://keepopt.com/snowball

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In this episode, we discuss: 

• The 4 pillars of TikTok 
• Strategic product selection and offers 
• How to get to your first 100 sales 
• Optimising affiliate partners 

Dive in: 

[06:27] The pillars of TikTok. 

[09:17] Focus on 1-3 key products for promotion. 

[12:02] Create aggressive affiliate strategy with higher commissions. 

[15:01] Creating consistent content is crucial for success. 

[19:12] Reach out to brand owners for promotion. 

[21:25] TikTok focusing on live content for growth. 

[25:59] Insider Tips from Ashley! 

Find the notes here: https://keepopt.com/216  

Discover Social Snowball >> https://keepopt.com/snowball

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Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

In this episode, we discuss: 

• How to expand your reach with TV ads 
• Targeted advertising 
• Budget requirements for testing TV ads 
• Tracking and measurement 
• Tips for making your ads successful 

Dive in: 

[04:21] TV advertising accessible to smaller brands, is beneficial. 

[07:21] Testing ads with free views, limited wastage. 

[12:46] Upgrade ad production after successful testing results. 

[14:32] Maintain consistency across platforms for effective content. 

[19:24] Digital channels provide some control for marketers. 

[23:50] Launching new TV campaign affects sales analysis. 

[25:31] Insider Tips from Danielle! 

Find the notes here: https://keepopt.com/215  

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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In this episode, we discuss: 

• Breaking down the silos and integrating marketing channels 
• The importance of cost and ROI 
• Looking beyond last-touch attribution 
• Sustainability integration 

Dive in: 

[04:29] Tracking marketing impact through direct and indirect means. 

[08:53] Traditional marketing measurement uses complex tracking mechanisms. 

[12:47] Measurement complexity, silo breakdown, techniques combination effectiveness. 

[13:58] Integrating all marketing activities for effective attribution. 

[19:27] Factor cost calculations into cross-channel marketing decisions. 

[22:03] Sustainability in marketing is gaining popularity. 

[23:43] Insider Tips from Jo! 

Find the notes here: https://keepopt.com/214  

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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In this episode, we discuss: 

• How the unboxing experience is a key to delighting the customer 
• The power of personalization 
• Why offline marketing still matters 

Dive in: 

[05:30] Focused on product development and warehouse integration. 

[09:33] Catalogues evolved to personalized, cost-effective flyers. 

[13:18] Data tracking for customer engagement and sales. 

[17:53] Merchants can scale and target specific cohorts. 

[20:32] Insider Tips from Doug! 

Find the notes here: https://keepopt.com/213  

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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She’s now a senior member of the team at Go Direct Marketing where they manage 100s of catalogue mailing campaigns a year. 

In this episode, we discuss: 

• The seamless integration of online and offline marketing strategies 
• The synergy between catalogues and email marketing 
• How to leverage customer service and website alignment 

Dive in: 

[07:02] Maintain brand consistency across social media platforms. 

[09:56] Consider email and mail for catalogue distribution. 

[13:33] Encourage catalogue use, seize warm customer interest. 

[16:20] Consistent website and catalogue branding is crucial. 

[19:51] Consider retail partnerships, online presence, and consistency. 

[22:40] Insider Tips from Anna! 

Find the notes here: https://keepopt.com/212  

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Nicky and her team regularly bought over 15 million names, and over 30 million inserts a year! She now works brand side most recently running CRM projects at This Works and Ted Baker. 

In this episode, we discuss: 

• The importance of negotiation in offline media buying  
• Testing and optimization are crucial 
• Leveraging demographic data for targeted campaigns 

Dive in: 

[05:27] Negotiating media buying rates for traditional media. 

[08:10] Buying into specific postal sectors for marketing. 

[11:25] Propensity modeling and ranking postal regions. 

[14:08] Offline marketing has time lag; online is instant. 

[18:17] Consider various model selections for better results. 

[23:07] Start with substantial investment, consider expert advice. 

[28:27] Insider Tips from Nicky! 

Find the notes here: https://keepopt.com/211  

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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In this episode, we discuss: 

• The importance of technology and data science  
• How to balance budgets and metrics 
• Why you need to look beyond the numbers 

Dive in: 

[05:23] Data smart brands win in evolving industry. 

[07:57] Brands struggle, need to understand profitability. 

[10:37] Maximizing margins requires dynamic budget and structure. 

[15:50] Understanding data attribution in a changing world. 

[19:08] Google Consent Mode v 2 affects retargeting heavily. 

[22:09] Control budget, creatives, and product collections effectively. 

[25:11] Insider Tips from Wesley! 

Find the notes here: https://keepopt.com/210  

Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf

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In this episode, we discuss: 

• Why podcast listeners are your ideal audience 
• How to track your ad performance effectively 
• The best types of podcast ads for your brand 
• Crafting ads that resonate with listeners 

Dive in: 

[03:10] 30-year media research career transitioned to podcasting. 

[07:09] Podcasting offers targeted reach and audience engagement. 

[12:10] Podcast advertising offers incredible opportunities for brands. 

[13:55] Podcasting advertising: test, tiers, and programmatic market. 

[19:01] Content matches sensibility, tone, mood for audience. 

[20:40] Insider Tips from Tom! 

Find the notes here: https://keepopt.com/209  

Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf

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Our favourite Google Ads experts from advertising agency Digital Gearbox. 

In this episode, we discuss: 

• What’s new in Google Ads 
• What’s currently working 
• And what’s still working well 

Dive in: 

[04:56] Google can use AI to track user data. 

[09:36] Google AI chat box creates ad content. 

[10:49] Search ads now have single shorter headlines. 

[14:29] AI, smart bidding crucial for best results. 

[17:42] Tip for using Performance Max. 

[22:30] Insider Tips from Becky and Jonny! 

Find the notes here: https://keepopt.com/208  

Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf

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And he’s (in my opinion) a must-follow if you want to know what’s working right now on Facebook Ads. 

In this episode, we discuss: 

• Shifting the focus from targeting to better creatives 
• Making the most of Facebook’s automation tools 
• The importance of accurate data tracking and integration 

Dive in: 

[07:10] New advertisers have it easier now. 

[12:33] Expensive marketing shifts focus, avoiding treating customers statically. 

[15:40] Pixel code tracks website events for analysis. 

[16:36] API sends more complete first-party data. 

[21:58] Advanced machine learning AI automates streamlined campaigns. 

[23:04] Advantage Plus Shopping encourages more creative control. 

[24:30] Insider Tips from Jon! 

Find the notes here: https://keepopt.com/207  

Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf

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In this episode, we discuss: 

• How to build a successful B2B eCommerce strategy 
• Understanding the needs of B2B customers 
• Tailoring the experience 
• The long-term benefits of B2B eCommerce 

Dive in: 

[04:51] B2B offers scalable, economical way to expand. 

[08:26] Selling to businesses requires different strategy. 

[09:45] Merchants must plan and market for success. 

[14:16] Biggest used features of the SparkLayer system. 

[17:06] 50-50 split between experienced and new B2B merchants. 

[20:34] Insider Tips from Alex! 

Find the notes here: https://keepopt.com/206  

Download Shopify's new industry report >> https://keepopt.com/shopify

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In this episode, we discuss: 

• Transitioning from omnichannel to connected commerce 
• Enhancing customer experience with data integration 
• The importance of agile and scalable tech stack 

Dive in: 

[05:46] 54% browse online, maximize impact with both. 

[07:07] Technology affects physical retail experience, now crucial. 

[13:29] Key elements: tech stack, informed decisions, leveraging partners. 

[16:50] Partners play critical roles in business success. 

[19:35] Speed to market varies based on tech stack; for Shopify, it's quicker. 

[23:16] Insider Tips from Ben! 

Find the notes here: https://keepopt.com/205  

Download Shopify's new industry report >> https://keepopt.com/shopify

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In this episode, we discuss: 

• Strategic selection of marketplaces 
• Understanding and leveraging customer demographics and behaviors 
• Balanced approach to metrics and feedback in new channels 
• The 5 facets to look at when deciding which marketplace to go with 

Dive in: 

[03:54] Fell in love with eCommerce, driven to impact. 

[09:18] Using right resources, channels, and profitable growth. 

[11:51] Prioritize growth channel, assess demand, seek tools. 

[13:52] Business objectives, talent expertise, sustainable growth strategy. 

[16:49] Measuring sales targets, metrics, and audience goals. 

[20:28] Clear brand message, great customer experience. 

[23:19] Insider Tips from Jamie! 

Full notes here: https://keepopt.com/204 

Download Shopify's new industry report >> https://keepopt.com/shopify

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In this episode, we discuss: 

• Diversification as a way to manage business risks 
• Why you should consider selling overseas
• How to make it a success
• Why it’s important to localize customer experience 
• Strategically using global expertise and solutions 

Dive in: 

[05:10] Diversify sales channels to reduce risk. 

[08:20] Optimise proposition based on customer country requirements. 

[12:42] Can we handle this in-house or outsource? 

[13:36] Maintaining local knowledge essential for international business. 

[17:14] Hiring experts leads to better outcomes in-house. 

[18:08] Insider Tips from Paul! 

Find the notes here: https://keepopt.com/203 

Download Shopify's new industry report >> https://keepopt.com/shopify

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In this episode, we discuss: 

• The synergy between online and physical retail stores 
• How different physical retail formats can help your business in different ways 
• The importance of a seamless omnichannel experience 
• How to get the most out of physical stores 

Dive in: 

[05:29] Omnichannel strategy boosts sales and customer engagement. 

[08:35] Pop ups take a lot of effort. 

[10:58] Importance of store network for customer engagement. 

[13:19] Omnichannel strategy: basics, pricing, click and collect. 

[17:09] Leveraging physical stores for brand engagement. 

[19:08] Exploring the “endless aisle” concept. 

[20:43] Insider Tips from Oliver! 

Find the notes here: https://keepopt.com/202 

Download Shopify's new industry report >> https://keepopt.com/shopify

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In this episode, we discuss: 

• The evolution of link building 
• The important role of creativity in digital PR campaigns 
• How to do well in digital PR 
• Rosa’s four key strategies for successful digital PR and link building 

Dive in: 

[03:16] Transition from journalism to digital PR business director. 

[09:34] Creating effective digital PR campaigns without buying links. Using link reclamation for brand mentions. 

[12:58] Create specific, reactive PR for targeted campaigns. 

[15:24] Understand audience, build relationships, leverage email outreach. 

[19:14] Rapidly repurpose existing content to generate links. 

[22:54] Ways to improve digital PR and trends. 

[24:24] Seek fresh, trend-focused, and evolved ideas. Embrace collaboration and take calculated risks. 

[27:11] Insider Tips from Rosa! 

Find the notes here: https://keepopt.com/201 

Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable

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And Matt Henton is one of Brad’s happy clients– Head of eCommerce at fashion retailer Moss.

In this episode, we discuss:

• Technical SEO’s important role in eCommerce Success
• The big project over at Moss
• How choosing the right metrics can make a difference

Dive in:

[07:41] Prioritizing technical foundation for SEO success.

[10:55] Focusing on technical SEO for big improvements.

[14:17] Platform upgrade to address site performance challenges.

[16:16] Retailers face challenges with complex system layers.

[20:51] Focus on interaction and responsiveness within product pages.

[24:39] Insider Tips from Matt and Brad!

Find the notes here: https://keepopt.com/200

Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable

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In this episode, we discuss: 

• How YouTube SEO requires time and a strategic plan 
• Why optimisation goes beyond just the videos 
• Optimising your OLD videos as well as your new ones
• Engagement and quality as keys to algorithm favorability 
• Leveraging new features and community engagement 

Dive in: 

[05:03] Optimise YouTube videos for higher ranking and visibility. 

[07:28] Maximise video discoverability through algorithm and tactics. 

[12:04] Understand audience, prioritize content, improve gradually. 

[13:35] Channel representation crucial for brand visibility and experience. 

[16:57] Test, change, adapt, and trust in marketing. 

[20:21] Improve old video content by editing it. 

[22:30] Adding clickable descriptions helps index video content. 

[26:43] Insider Tips from Louise! 

Find the notes here: https://keepopt.com/199 

Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:  

• Why unique and helpful content is more important than ever 
• The evolving relationship between SEO professionals and search engines  
• How AI plays a role in content creation and SEO  

Dive in: 

[04:54] Search engines have matured in significant ways. 

[07:02] eCommerce brands find it easier to reuse content. 

[12:04] AI can't generate targeted copy without human input. 

[13:23] AI anticipates, needs creative prompting for variation. 

[17:49] AI's diverse role in content creation evolution. 

[19:28] Helpful content should be the focus and target. 

[20:47] Insider Tips from Carolyn!  

Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable

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In this episode, we discuss: 

• Data Hygiene The importance of a clean and segmented email list 
• The technical aspects of email deliverability 
• Why consistent engagement and respect for subscribers are key 
• What KPIs you should monitor
• And of course... DMARC, SPF, and DKIM! 

Dive in: 

[05:24] Differentiating between delivery and deliverability is crucial. 

[07:42] Follow-up quickly with customers for engagement. 

[12:03] Setting up custom domain authentication is simple. 

[13:37] Security protocols for reducing spam and spoofing. 

[15:34] For effective email deliverability, cover these regulations now. 

[17:07] Insider Tips from Emilia and Ali! 

Find the notes here: https://keepopt.com/197 

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss: 

• Why you should prioritize quality over quantity in email lists 
• How to optimise your website pop-ups for to grow your email list 
• The importance of continuous testing and analysis 

Dive in: 

[05:45] Encourage sign-ups with incentives and added value. 

[09:13] Constantly test and adapt messaging to change. 

[10:19] Standard email opt-in placements, promoting on social media. 

[14:03] Lead generation ad strategy depends on performance. 

[17:01] Ask for email address upfront, add later. 

[18:32] Hannah’s Insider Tips! 

Find the notes here: https://keepopt.com/196  

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:

• Why you should use predictive analytics in email marketing
• The importance of data-driven decision-making
• How to optimise email campaigns through smart segmentation and timing

Dive in:

[03:50] Danie’s interesting eCommerce journey.

[06:55] AI in predictive analytics recognizes patterns in data.

[10:00] Three things you need for predictive analytics.

[12:42] Setting up predictive analytics.

[15:53] Identify profitable customers and manage churn risk.

[17:41] Importance of churn risk, lifetime value, returning customers.

[20:31] Daniel’s Insider Tips!

Find the notes here: https://keepopt.com/195

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:

• the untapped potential of email lists
• why brands need to do ab testing, and how they should do it
• leveraging zero-party data to effectively personalize emails

Dive in:

[03:58] Transitioned from writing to holistic email marketing.

[08:13] Brands should test campaigns multiple times.

[10:35] Regular testing until Black Friday for email marketing.

[13:50] Using first names for personalization is good, but collecting zero party data is now essential.

[19:15] Organize tests in simple spreadsheet for tracking.

[22:59] Testing subject lines and offers for flows.

[24:40] Bridget’s Insider Tips!

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Aimée’s agency Copy Unleashed have delivered projects for Tate Modern, Top Drawer, GOBI Cashmere, and multiple global brands we’re just not allowed to name! AND in her pitch to be on the show, Aimée even offered to run around town with the URL on a sandwich board.

In this episode, we discuss:

• Using the power of storytelling in product descriptions
• The strategic importance of SEO and unique content
• Why your copywriting should focus on the customer

Dive in:

[03:38] Film background, prestigious school, scriptwriting, London journey.

[06:32] SEO requires unique product descriptions, legal disclosures.

[10:14] Google now values trustworthy, authoritative content for ranking.

[13:01] Proper story framework vital for product pages.

[16:55] Finding balance, aligning with customer sentiment.

[22:35] Brands must read their customer reviews. 

[26:06] Hear Aimée’s Insider Tips!

Find our notes here: https//keepopt.com/193

Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency

****

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UPDATE - audio issue fixed 29 Feb 24

in this episode, we discuss:

• The integral role of storytelling in connecting with audiences
• Knowing your audience and business well for effective top-of-funnel marketing
• The power of video content and the necessity of iterative testing

Dive in:

[06:17] Make strong impression on new audience for growth.

[10:18] Algorithms target potential customers based on data.

[11:30] Viewers make quick decisions, target content effectively.

[16:55] Video is crucial for top of funnel.

[18:27] Creativity is key for video content.

[21:00] Get hands dirty, try, let ideas flow.

[24:44] Test thoroughly and stick to best ideas. 

[26:09] Danielle’s Insider Tips!

Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency

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Using culture, branding, and (of course) story to improve customer experience whilst also lowering costs. With clients across many verticals including many in the retail and eCommerce space like Twinings, Morrisons, Ronseal, and Boots.

In this episode, we discuss:

• Embedding storytelling in company culture
• The importance of selecting the right copywriters
• How effective briefing can impact creative work

Dive in:

[03:35] Ben shares his storytelling background.

[06:18] Clear briefs crucial for effective copywriting.

[10:34] Not all writers are versatile for all tasks.

[12:54] Case study of mobile network client receiving new brand strategy.

[18:54] Customer journey shapes brand perception at every touchpoint.

[19:48] A case of complex customer journey purchasing varifocal sunglasses online.

[23:02] The culture of everyone in the business bleeds into all processes and affects customer perception of the brand.

[24:12] Ben’s Insider Tips!

Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency

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For over 20 years he’s been helping eCommerce brands, especially in the luxury sector to grow their customer base. And with Revenue Growth Agency he’s turned all that knowledge into a tried and tested revenue growth framework powered by storytelling.

In this episode, we discuss:

• How people are now moving from performance marketing to storytelling
• The importance of having a central theme in brand storytelling
• What to do when implementing storytelling in your campaigns

Dive in:

[04:40] Shift mindset from performance marketing to branding.

[06:18] Disney uses a 7-stage process for storytelling.

[08:23] Customers engage with the brand’s central theme.

[11:03] Andy shares their three-stage process of Build, Storytell, and Sell.

[15:14] Preparing multiple assets for cross-channel advertising is crucial.

[16:44] Exclude previous website visitors, target new audience.

[21:45] Starting is important, find your brand story.

[23:45] Listen to hear Andy’s Insider Tips!

Find our notes: https://keepopt.com/190

Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency

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In this episode, we discuss:

• The importance of a targeted and evergreen affiliate offer
• How paying commissions promptly positively affects your program and why reserves are key for handling refunds
• What competitive commission rates can mean for your business and your affiliates

Dive in:

[02:54] Thomas’ affiliate marketing journey.

[06:30] Getting your affiliate offer right.

[11:59] Focusing on targeted, high-converting affiliate marketing campaigns.

[14:49] Send affiliates to targeted landing pages designed to convert.

[17:37] Go evergreen on your offers.

[19:04] How speed of payment can affect your affiliate program.

[22:33] Affiliate success depends on business model, conversions.

[26:06] Listen to hear Thomas’ Insider Tips!

Find our notes here: https://keepopt.com/189

Download Genie Goals Free Guide to Affiliates here >>> https://keepopt.com/geniegoals

****

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In this episode, we discuss:

• The evolution of affiliate marketing
• How luxury and premium brands can utilize affiliate marketing successfully
• The collaboration between PR and affiliate marketing

Dive in:

[04:19] Affiliate marketing is still very much about relationships.

[05:35] Affiliate marketing diversifies customer acquisition, cuts costs.

[09:17] Control affiliate program, manage who participates.

[12:02] Being in a network has its advantages.

[14:41] Affiliates need dedicated manager for success.

[16:18] Complementing the work of PR.

[18:23] Clever technical solutions improve affiliate conversion rates.

[20:49] Listen to Red’s Insider Tips!

Download Genie Goals Free Guide to Affiliates here >>> https://keepopt.com/geniegoals

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:

• The importance of diversifying your affiliate portfolio
• Why building strong relationships with your affiliates is key
• Video content and the future of affiliate marketing

Dive in:

[04:32] The different types of affiliates brands can incorporate in their strategy.

[07:12] Why brands should diversify their affiliate portfolio.

[08:20] Affiliate marketing comes down to building relationships.

[12:27] Having the right messaging to get responses from cold outreach.

[14:30] Identify conflicts of interest in affiliate partnerships.

[16:00] Where to start with your affiliate marketing in 2024.

[19:11] Listen to Rick’s Insider Tips!

Download Genie Goals Free Guide to Affiliates here >>> https://keepopt.com/geniegoals

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:

• The importance of building relationships in affiliate marketing
• How to strategically integrate affiliates into your marketing strategy
• Choosing the right technology for your affiliate program

Dive in:

[02:19] Rachel’s affiliate marketing journey.

[06:42] Affiliate activity needs clear targets and objectives.

[10:51] Laying the right foundation in the beginning sets the tone for affiliate programs.

[13:56] Affiliate sites are a business in their own right.

[16:36] Have the right expectations from upper-funnel activities.

[18:23] Choosing technology for affiliate partnership requires strategy.

[21:48] The importance of providing the business KPIs and goals to your affiliate channel.

[23:55] Hear Rachel’s Insider Tips!

Download Genie Goals Free Guide to Affiliates here >>> https://keepopt.com/geniegoals

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss:

• Why affiliate marketing is a balance between relationship-building and analytics
• The opportunities presented by the collaboration between PR and affiliates
• What’s working in affiliate marketing in 2024

Dive in:

[03:15] Chikay Lo’s start in performance marketing.

[07:35] Relationships is a huge part of affiliate marketing success.

[12:13] Increased competition leads to rising advertising costs.

[16:12] Diversify partnerships to spread risk and innovate.

[19:17] Editors and writers now tasked with affiliate targets.

[21:59] Chikay’s Insider Tips!

Download Genie Goals Free Guide to Affiliates here >>> https://keepopt.com/geniegoals

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:

• The power of user-generated content
• Why brands should bear in mind the ethical considerations and legal compliance for UGC
• How video UGC can elevate your content marketing strategy

Dive in:

[03:09] Why should brands care about UGC?

[05:28] Video builds trust and showcases products effectively.

[06:15] Create engaging unboxing experience, seek video reviews.

[09:12] Seeking permission to use UGC.

[11:32] Brands should comply with legal requirements for influencers.

[13:53] Honesty and moderation required for posting reviews.

[15:51] 1-star reviews can help!

[17:32] When to ask for reviews is also key.

[19:05] Jameela’s Insider Tips!

Get Fera FREE for 4 months on any plan >>> https://keepopt.com/fera

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode, we discuss:

• Why social commerce is more than social media selling
• How collaboration among teams is crucial for social commerce success
• Why your success in social commerce depends on authenticity

Dive in:

[02:00] Sophie’s journey into content marketing and social commerce.

[04:41] How LiSA was founded.

[05:51] What social commerce encompasses.

[09:57] Working out how to start your social commerce strategy.

[16:41] No major changes in consumer behavior. It’s the brands that need to make social commerce happen.

[18:38] Sectors that are on social commerce.

[22:05] Authenticity is key for brands to find success with social commerce.

[23:49] Listen to Sophie’s Insider Tips!

Get Fera FREE for 4 months on any plan >>> https://keepopt.com/fera

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we discuss:

• Dynamic and personalized nudging
• Balancing push and pull strategies
• Understanding and applying psychological mechanisms

Dive in:

[03:57] Testing behavioral interventions.

[08:28] How scarcity nudges and other psychological mechanisms affect returns.

[10:48] Product pages should be better and more personalized using AI and tech.

[14:06] Basic knowledge of behavioural science helps businesses.

[18:52] Simplification is key for effective communication.

[23:45] AI and behavioural science combine for insights.

[29:37] Combining AI with behavioral science for influence.

Get Fera FREE for 4 months on any plan >>> https://keepopt.com/fera

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode you will learn:

• How Katrina helps her clients generate more traffic through content marketing
• What impact does visual content have on SEO?
• How to use Generative AI to speed up the creation process without sacrificing originality
• The team's writing process and a production line approach
• Advice on outsourcing content creation to virtual assistants in different countries
• How does "fun drunk auntie content" stand out?

[07:14] Blogging is more challenging, but still possible.

[13:40] AI used for idea generation, and not just writing.

[16:15] A team of experts to create articles efficiently.

[23:04] Insider tips on content marketing.

[27:37] Stolen content led to sharing decisions.

[30:30] Using AI to improve SEO content creation.

Get Fera FREE for 4 months on any plan >>> https://keepopt.com/fera

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Managing over 12,000 products, and with annual sales revenue of $43 million, Amelia and the FordeBaker team know marketplace selling.

In this episode we discuss:

• Use LinkedIn as a resource for learning more about TikTok strategies
• Why is SEO becoming more important on TikTok?
• Generating original content is necessary for success
• How will the Shop tab on TikTok become more important for product search?
• Where to get started on the affiliate side of TikTok shop
• How to layer your Affiliate offerings to maximise sales

[03:06] TikTok addiction led to business opportunities.

[07:19] Finding relevant videos and engaging creators.

[12:53] Potential abuse of TikTok button and brand control.

[14:57] Directly send invites to promote products.

[19:45] TikTok offers opportunities for direct purchasing.

[24:37] Platform changes and competitive brands.

Book your TikTok call with Ben >> https://keepopt.com/unsociable

Find your next eCommerce tool >> https://keepopt.com/tech

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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In this episode we discuss:

• What makes TikTok's creative offering unique?
• Why TikTok is more of an awareness platform than a platform for direct sales
• How can brands effectively test TikTok advertising?
• What percentage of ad spend do brands typically allocate to TikTok?
• Some potential ROI that brands could expect from TikTok advertising in the future

[04:37] TikTok offers unique content that appeals to youth.

[08:33] Test TikTok, but limit the budget.

[10:27] Similarity between Meta and TikTok misunderstood.

[15:47] TikTok demands valuable content and unique branding messages.

[19:11] Paid social shifting and creative focus are now crucial.

[20:32] TikTok shop competing with Google.

Book your TikTok call with Ben >> https://keepopt.com/unsociable

Find your next eCommerce tool >> https://keepopt.com/tech

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode we discuss:

• How can businesses maximise their sales potential on TikTok Shop?
• What are the benefits of using live streams to drive sales?
• How to determine the success of influencer collaborations
• Strategies for gaining initial followers and growing a brand's presence on TikTok
• What are the advantages of using the Affiliate Center on TikTok Shop for brand promotion?

[05:06] Why getting followers on TikTok can be challenging.

[08:59] Posting 5 times a day… now once.

[12:43] Creators can request samples and earn commissions.

[14:03] TikTok's algorithm matters more than followers. 

[18:27] Testing 2-hour live breaks creates suspense.

[21:20] TikTok ads deliver crazy ROAS..

[23:09] Ads and tips on TikTok.

[29:17] Live streams drive sales and require moderator presence.

[29:55] Delegate admin, build data for better ads.

Book your TikTok call with Ben >> https://keepopt.com/unsociable

Find your next eCommerce tool >> https://keepopt.com/tech

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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They’re leading the charge on TikTok Shop in the US – where TikTok Shop has only been available since mid-September.

By the end of September, Pipe17 had already helped over a dozen merchants launch on TikTok Shop including some of the biggest TikTok Shop sellers AND they’ve run a whole virtual summit about it too!!

In this episode we discuss:

• How to set up fulfilment for TikTok Shop
• How to drive sales on TikTok Shop
• What incentives does TikTok Shop offer?
• How to effectively track revenue and payouts from TikTok
• What are the benefits of incorporating live selling strategies?
• AI and automation tools that streamline eCommerce operations on TikTok Shop

[04:05] Improved infrastructure integrates order data with ERP

[09:35] Infrastructure, creativity, sales, live selling, omnichannel expansion.

[12:04] Lack of a system creates uncertainty in payments.

[14:39] Technology helps become a successful omnichannel retailer.

[17:46] Beauty is a prominent category, including trying on products and discussing their qualities.

[21:40] TikTok needs sellers and live content.

[24:20] Understanding browser buyers and TikTok's audience.

[28:20] Testing new products and offers for optimisation.

[31:10] AI will handle customer service within a year.

[34:15] Incentives and reduced barriers.

Book your TikTok call with Ben >> https://keepopt.com/unsociable

Find your next eCommerce tool >> https://keepopt.com/tech

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Going from zero to 33,000 followers in that time, with a low-cost strategy.

In this episode we discuss:

• Selling via methods OTHER than TikTok Shop
• Organic TikTok
• Creator TikTok
• Strategies to engage with influencers and ensure better outreach and engagement
• The balance between perfection in content creation and the need for consistent output
• Where do you start with TikTok?
• How do posts on TikTok drive engagement, followers, and website traffic?

[01:12] Thomas J Vosper shares their TikTok growth strategy.

[05:06] TikTok helped build an audience quickly, unlike other channels.

[09:14] TikTok offers a vast audience for content creators.

[11:03] Marketplace strives for brand approval on TikTok.

[19:19] Bypassed creator marketplace, and did targeted outreach instead.

[24:35] Posts with high engagement drive sign-ups.

[25:55] In-house team created majority of content.

[30:51] Consistency is key for optimizing content.

[33:56] The future of TikTok is uncertain with many alternatives.

Book your TikTok call with Ben >> https://keepopt.com/unsociable

Find your next eCommerce tool >> https://keepopt.com/tech

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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She’s the founder of Bad Axe Enterprises, helping small businesses and community groups get online and social with their ideal clients.

And Carolyn's sharing her process for working out which social media platform you should be publishing content on.

The 10 second Social Platform Check.

In this episode we discuss:

• You need clear goals to develop a social media strategy
• How can businesses leverage TikTok for organic social media success?
• The importance of long-form content for LinkedIn and YouTube
• The potential benefits and drawbacks of creating viral posts on LinkedIn
• How can businesses manage their social media presence across multiple platforms?

[04:44] Demographics are not important for platform selection.

[06:40] Disclaimers, goals, and audience are crucial.

[10:34] TikTok and YouTube are important for content.

[14:31] Meaningful conversations and organic marketing goals.

[17:02] Management: Consider team bandwidth for new platform.

[20:36] Know the audience intimately for effective organic marketing.

[25:26] Social media giants redefine in community era.

Find your next eCommerce tool >> https://keepopt.com/tech

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode we discuss:

• What do you need in a content calendar?
• The different ways to visualise and organise a content calendar
• How can organic social media exposure lead people to discover a brand on other channels?
• Having a consistent presence across multiple social media networks
• How can a joint content calendar for Instagram, Pinterest, and Facebook be beneficial for brands?

[04:24] Importance of content calendar for organic social.

[07:03] Black Friday and Cyber Monday content calendar importance.

[14:41] Understanding social post goals, and brand experience is crucial.

[18:36] Cross-promote content on various social media platforms.

[21:36] Reusing content can be beneficial, but not always.

[25:56] Continuing creative growth on social networks is vital.

[29:24] Hybrid approach to marketing with AI for businesses.

[32:47] Content calendars essential for organic social media.

Find your next eCommerce tool >> https://keepopt.com/tech

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode we discuss:

• How does a retailer approach using organic social media?
• What role did TikTok play in Colin's social media strategy?
• Why X (Twitter) is Colin’s best sales channel for organic sales
• AI-generated content and its implications
• The impact of niche platforms like Threads

[06:11] Frustration with low engagement on social media.

[07:41] Instagram and Facebook ad platforms are complex and expensive. 

[10:47] Podcast sponsor engages with targeted, fun audiences.

[13:42] Tailored content engages audiences and boosts sales.

[17:43] X (Twitter) sales in 6 figures.

[24:15] Understanding user behaviour on social media platforms is crucial for success. 

[27:58] AI-driven social media nightmare: government, companies, profit-seekers.

[29:13] AI interview training could lead to unusable content.

Find your next eCommerce tool >> https://keepopt.com/tech

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• Participating in a community-building exercise to attract customers
• How does the Moast help track interactions and experiences with a brand?
• Why one-to-one social proof and social commerce is crucial for brands
• The test with the Chat GPT AI bot versus real customer interactions
• Why is conversion rate optimization so often misunderstood?

[04:07] How Moast connects undecided shoppers with local customers.

[08:56] The Halo effect improves the shopping experience.

[10:31] Marketing strategy requires work to find what works. 

[14:29] Interactive testimonials and customers becoming touch points.

[19:01] Digital word of mouth

[21:21] Obsess over product, and engage and create content.

[25:10] Authentic social interactions are vital for eCommerce.

[27:51] How to create interactive testimonials for business.

Find your next eCommerce tool >> https://keepopt.com/tech

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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Not only are my 9 guests offering excellent advice, each one is coming from a different perspective, and if I was going to write out my own advice for Black Friday 2023… there isn’t a key point on that list they’ve missed.

Here's who's sharing their top tip for Black Friday:

• Mary Lister, Triple Whale
• Jodie Guichard, Inventory Planner by Sage
• David Meakin, SHOPLINE
• Imogen Collins, Genie Goals
• Ed Barter, Herdify
• Fiona Stevens, Loyalty Lion
• Derric Haynie, Pipe17
• Jessica Totillo Coster, eCommerce Badassery
• Greg Zakowicz, Omnisend

 In this episode we discuss:

• TikTok Shop’s impact on Black Friday strategies
• Why is it important to attract attention to your brand on Black Friday?
• Should you focus on existing customers? Or new customer acquisition?
• Launching a loyalty program before Black Friday
• How can automation, specifically in email marketing, drive sales on Black Friday?
• What should your discount strategy look like?
• How to make sure your systems don't have a meltdown

[07:22] Tech solutions streamline stock management and boost efficiency.

[12:51] Consumers' buying behaviour driven by social cues.

[16:18] Black Friday success relies on loyal customers.

[20:20] TikTok shop gaining popularity, cost-effective for brands.

[22:51] 2023 has been a weird year for businesses. 

[26:27] Email and SMS automation boost sales.

[29:31] Don't neglect your strategy for Black Friday. 

And if you want more... you can find the replay of our Profitable Black Friday Webinar here https://web1.ecommerceexplored.com

Learn about Herdify >> https://keepopt.com/herdify

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• How to use AI to create website copy effectively every time
• How to easily protect your brand from the errors of AI
• How to win in an AI content tsunami
• How to identify legitimate information vs. misinformation in the field of AI
• How can this help optimise customer acquisition channels?
• How to use this technology to improve peak performance

[07:15] Exciting future for generative AI despite challenges.

[10:31] Accelerating brands embrace automation, optimisation, and productivity.

[15:24] Cohort targeting and cross-selling.

[17:27] Hyper targeted content with granular messaging. 

[26:15] Advice for hesitant listeners to adopt AI.

[29:46] An AI content tool that automates team efficiency.

Learn about Herdify >> https://keepopt.com/herdify

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• How do different customers engage with products through different channels?
• How to preserve brand values on DTC websites
• Tips for companies preparing for Black Friday promotions
• How can bundles be effectively used in promotions?
• Incorporating mystery boxes into promotions: the potential benefits and drawbacks 

[05:15] Academic research shows negotiation costs: time, face.

[08:43] Customer lifetime value key to profit.

[10:56] Different customers require different channels of sales.

[17:35] Marketing message: big percentage vs. discounting

[27:02] Optimise by looking at competitors and tools.

[30:12] Ways to improve promotions and increase profitability.

Learn about Herdify >> https://keepopt.com/herdify

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• Why do you need an Analytics Strategy?
• What is an Analytics Strategy?
• How does GA4 impact all this?
• Alternatives to GA4
• Why spending more time analysing data improves business performance
• What is the difference between collected data and actionable insights?
• The key considerations in choosing the right analytics tool

[05:57] Analytics strategy vital for making informed decisions.

[09:15] Clear strategy simplifies workload and frees time.

[12:22] The right analytics tool enables actionable insights.

[20:03] Data analysis requires time, understanding, and action.

[24:40] Data-driven insights improve performance.

[32:07] How does AI fit into all this?

Learn about Herdify >> https://keepopt.com/herdify

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Rob and the team at Source Nine help you take the guesswork out of your ad strategies and create a highly effective campaign that deeply resonates with your target audience.

 In this episode we discuss:

• The steps to create a competition beating ad strategy
• Why it's crucial to start with customer research
• The importance of using both Qualitative AND Quantitative research methods
• Key factors in creating successful brand strategies
• Tips for capturing the customer's voice to improve messaging

[05:45] Directly engage with customers for advantage.

[09:50] Quantitative data helps with segmentation.

[13:36] Clear objectives, solve problems, and focused participants.

[23:15] Quickly complete projects.

[29:57] Change your thinking.

[32:29] Gain customer insight for effective marketing strategy.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• What is Reddit and why is it so unique?
• The different types of ads: from takeovers to self-service
• Using Reddit to target specific subreddits and niche audiences
• Is Reddit for everyone?
• Agency versus in-house work

[03:26] How an accidental London agency experience led to passion.

[09:39] Various ad types: takeovers, self-service, niche.

[14:42] See results for any budget, but consider product value.

[18:02] Lead time determines if it's too late for Black Friday.

[24:23] Getting organised with Notion

[26:08] Using Meta Blueprint as a free resource.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

We'll be diving into the realm of Pinterest ads and discussing the benefits of integrating both organic and paid content to maximise your results.

As little bonus... we'll also explore how to leverage organic content alongside paid advertising to generate free sales. 

 In this episode we discuss:

• How to use Pinterest for SEO
• Who does Pinterest work best for?
• What is working right now?
• What is a safe budget to learn from
• Why it is very different to Facebook Ads

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• What the recent iOS17 Apple update means for your Facebook Ads (and other ads!)
• Evolving into an agency catering to eCommerce brands
• How iOS 14 changed the industry
• Taking care of conversion tracking and signals – what you need to know
• How to keep your creative clear and targeted
• Why privacy concerns are here to stay

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• What is TikTok Shop and how can it help brands?
• Why you need to reallocate some of your 2023 budget to TikTok ads
• The results you can expect in terms of speed and ROI
• Strategies for live selling
• What’s the one thing to do with TikTok ads right now?

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• What is the difference between audience and community?
• Digging into the commercial context of community
• Who is your “army of content creators”?
• Ideas of online experiences
• Why autonomy is the secret ingredient for any successful community
• When should you NOT build a Community?

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• What you need to know about frequency and spam emails
• Debunking the idea that email is a one-way communication tool
• Master your short form content
• The metrics spreadsheet Katie uses
• Why unsubscribers can still be fans of your business

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode we discuss:

• The key considerations and challenges in choosing the right platform
• Treating all participants equally in a customer community
• Overcoming the negative perception of Facebook
• How to enhance your products and services from community feedback
• How to not be overly-commercial in your community messaging

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• Community: what is it and how can our brand benefit from it?
• Organic advocacy 
• Partnering with suitable brands in your community
• Social listening
• Optimising your creative

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

She has helped hundreds of DTC eCommerce businesses across the world to profitably scale their online sales to seven figures and beyond.

From having spent $20 million on digital advertising throughout her career, she shares some powerful strategies for improving your Facebook Ads performance that are working right now.  

 In this episode we discuss:

• Optimising Facebook ads - what's working now
• ‘Training’ the algorithm 
• Allocating budget 
• Using lookalikes
• TikTok and reel style videos

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Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

It is the UK’s number one Boutique Ad Agency for Women’s fashion, beauty and homeware!

She shares how to improve sales and recruit better quality customers using her proven strategy that focuses on capturing emails rather than directly driving sales.

 In this episode we discuss:

• Sourcing email addresses 
• Lead gen ads
• Optimising copy and creative
• Converting leads
• … and how to stay creative in the wake of AI

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****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

 In this episode we discuss:

• Using AI tools to help with your Facebook ads management 
• Chat GPT as a tool to generate copy
• AI image creation
• The future of AI tools 
• How to ‘train’ AI to deliver optimal results

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****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

She’s been super busy getting to grips with Advantage+ campaigns ever since they first started rolling out in October, and she shares some of her biggest lessons learnt along the way. 

In this episode we discuss: