Keep Optimising

Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People.In this episode, Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing.Dive in:[05:14] "Attention Recession Explained"[07:52] "Maximizing Brand Growth Channels"[09:52] "Building Distinctive Brand Assets"[14:01] "Relevance, Research, and Brand Nuance"[17:45] "Niche Defines Brand Positioning"[19:12] "Mastering Ads in Seconds"[23:08] "Maximizing ROI with Balanced Strategy"[27:00] Insider Tips from Amy![31:04] Episode sponsored by Launch. Find out more at https://keepopt.com/launch Pillar 1: Be instantly recognisable, even without your logoYour brand should be easy to spot in seconds. Most shoppers scroll fast and do not read. They react to visuals first. Use consistent colours, fonts, and styles across all your ads. Aim to pass the “blur test,” where people still know it’s you without a logo. For eCommerce brands, this builds memory and trust over time, which lowers your cost to acquire customers.Pillar 2: Make your messaging truly relevant to your customersRelevance starts with understanding how your customers think and speak. Do not rely on product descriptions alone. Use real customer reviews, feedback, and support queries to shape your messaging. Highlight the small details that matter, like “has pockets” or “easy to clean.” These simple insights often drive more clicks and sales than generic claims. For eCommerce teams, this is one of the fastest ways to improve ad performance.Pillar 3: Create emotional content that stops the scrollYou have about 1–2 seconds to grab attention. Facts and features are not enough. Your content needs to make people feel something fast. This could be joy, curiosity, or even surprise. Emotion keeps people watching and helps them remember your brand later. For eCommerce brands, this leads to stronger engagement and higher conversion over time.Takeaways:Creativity in marketing isn’t just about looking good. It’s about building brand memories. Are your ads recognizable without your logo? Time to audit your brand voice and visuals and make sure they stand out, not blend in.Want stronger growth? Dig into your customer reviews. Your real advantage might be hidden in their words. Bring their language and needs into your ads. It’s more powerful than any corporate speak.The magic of emotional reward: In a noisy online world, ads that make people feel something are 7x more likely to boost your revenue. Make your brand memorable by sparking emotion every time you show up.True performance marketing is more than just numbers. The brands that combine strategy, creativity, and data get those unforgettable connections – and the results to match.Don’t just chase every shiny new channel. Test, measure, and learn. The best brands set aside 10% of their budget to experiment, then double down on what works. Sustainable growth starts with smart, ongoing experimentation.Find the notes here: https://keepopt.com/299Sponsored by Launch. Take their Free 7 Levers Scorecard here >>> https://keepopt.com/launch **** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR.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 PagesProduct 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 PagesCategory 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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Liv Day is the SEO Lead at Digitaloft, where she crafts ROI-led SEO strategies that deliver a fast impact for their clients.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-FocusedWrite 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 StructureLink 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 DataPrepare 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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Sam Wright is the Managing Director at specialist eCommerce agency Blink, the Shopify marketing agency for large catalogue stores. Sam’s been in SEO since 2007, and in eCommerce since 2002.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 leverAI 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 trafficBasic 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 knowledgeAI 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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results.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 BothOne 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-NegotiableThe 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 BacklinksOff-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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Iva Jovanovic is an SEO and content strategist working across a range of industries, and for brands big and small. She also speaks at events across Europe and is involved in organising many SEO and Tech events in Serbia.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 trafficShortcuts 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 intentSome 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 infrastructureSEO 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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

We're getting ready for the release of Episode 300!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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Abhishek Chandra is the Chief Revenue Officer at GoKwik. Founded in 2020 their focus is on helping eCommerce brands unlock their growth by solving crucial challenges across the eCommerce funnel, including enabling success on WhatsApp.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/kwikengageWhatsApp Works Best When You Focus on Customer Lifetime Value, Not One-Off SalesWhatsApp 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 FastAbandoned 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 ChannelWhatsApp 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/293Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Alice Brown is the founder and narrative strategist at Seventh Wave Stories, where she helps brands connect to their customers throughout the customer journey.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 channelWhatsApp 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 peopleSmall, 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 surveysCustomers 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/292Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council.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 leadsThe 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 correctlyIn 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 advantageWhatsApp 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/291Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.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 MistakesWhatsApp 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 channelForgetting it is a two-way, conversational platformFailing to align marketing and customer serviceStarting with sales messages instead of service messagesMisunderstanding or stretching consentUsing WhatsApp like email or SMS instead of giving it a clear roleLaunching without AI or automation to handle repliesIgnoring that WhatsApp is owned and governed by MetaWhatsApp Works Best as a Service-First ChannelWhatsApp 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 CloseWhatsApp 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/290Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Luca Borreani is the CMO and Co-founder of ZipChat AI, who are helping eCommerce brands embrace Agentic Commerce.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 campaignWhatsApp 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 workloadWhatsApp 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 performsAI 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/289Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage **** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Lisa Wendland has spent the last 15 years getting DEEP into what works in digital marketing and operations both in eCommerce and beyond. In 2021 she joined omnichannel agency Blue Wheel to both improve ROI for clients and speed up internal production, managing over $2 billion in client ad spend across Amazon, Walmart, and D2C.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 FoundationYour 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 StrategyYour 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 VisibilityAI 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 ChannelAI 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/launchFind the notes here: https://keepopt.com/288**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Jaye is the CEO and Founder at Launch, a B Corp performance marketing agency powered by happiness. For the last 13 years they’ve been helping brands grow long term, by mixing smart data and creative thinking. Clients include Weird Fish and Iceland Air.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 acquisitionMany 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 teamMany 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 modelsAttribution 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/launchFind the notes here: https://keepopt.com/287**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Elyse Collat is a digital growth leader and eCommerce strategist with 15+ years of experience helping purpose-driven brands scale with impact. Including delivering triple-digital growth for multiple global brands like frank green, Thankyou, and STAAND.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 engineFacebook’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 adsDon’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 growthElyse 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/launchFind the notes here: https://keepopt.com/286**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Mel Eilers has been deep in driving sales from social media for nearly 10 years. Via her agency Socially Sound, Mel now specialises in helping clients get more from their Instagram content by embracing conversational marketing. – Yeah, we’re talking Insta DMs! 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 AutomationBefore 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 ChannelInstagram 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-CentricAutomation 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/launchFind the notes here: https://keepopt.com/285**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Rick Magennis is the owner of Spark, an affiliate management agency focused on Performance PR and creating high-performing affiliate marketing campaigns for their clients.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 PRTraditional 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 CurrencySuccess 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 TimePerformance 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/284Take the Launch Growth Diagnostic here: https://keepopt.com/launch**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Marianne Morrison has been obsessed with retail growth for over a decade. Initially building, growing, and selling her own skincare brand, and now working with many retailers and brands to help them achieve their business growth goals.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 ViralityJumping 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 GrowthThe 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 EngagementTikTok 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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Rachel Cryan is a Digital Strategist at award-winning digital marketing agency Anicca Digital. She’s been deep in social media for over a decade helping 100s of brands leverage it to grow their sales. Including recently scaling one client to over £1million in revenue through TikTok Shop Ads.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 AdsTikTok 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 ShopYour 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 ControlEven 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 **** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Ben Muir is the founder and CEO of Unsociable, one of the top rated TikTok Shop partners in the UK and US. Unsociable are the only partners to have won the TikTok Shop livestreaming award twice, and the video production excellence award.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 WinsDon’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 LaunchesSuccessful 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 RelevantTikTok’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**** 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy