Episodios
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Hannah Brady is a senior content strategist at agency connective3. She’s been creating award winning SEO focused content strategies for brands large and small for over 8 years.
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 goalsDive 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"
****
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
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James Carson is a content strategy consultant with some super impressive consumer facing experience including Head of SEO and Social Media at the Telegraph Media Group (huge newspaper in the UK), and MD at History Hit.
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 contentDive 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"
****
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
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Ian Lewis is the Head of Data & Analytics at Launch, the happy performance agency. And not just happy, they are also Google Premier Partner and twice winners of Europe’s best small PPC agency.
In this episode, we discuss:
Implementing Consent Mode V2 Using Enhanced Conversions Collecting first-party data whenever you canDive 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
Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce
****
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
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Siobhan Solberg is a data protection consultant… with a growth mindset. Yeah! She founded her consultancy Raze back in 2018 to help businesses take control of and optimise their marketing data.
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 relevantDive 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
Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce
****
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
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Luke Carthy started his eCommerce career client side, then after being invited to speak at MozCon 2019 he decided to go at it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. Which at the moment includes ME – yes Luke has spent the summer helping me with the eCommerceTech.io rebuild – making sure our SEO, analytics, and cookie stuff is bang on.
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 accuracyDive 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
Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce
****
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
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Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party cookies.
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 salesDive 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
Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce
****
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
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JJ Reynolds is the founder of Vision Labs where he helps companies measure and take action on their marketing data.
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 strategyDive 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
Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce
****
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
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Welcome to this year’s Black Friday Top Tips episode!
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 SnowballDive 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 KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON---
****
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
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Alex Moss is Principal SEO at Yoast, and also co-founder of FireCask. He’s been in SEO for over 20 years working a mix of in house, agency-side, AND now software-side roles.
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 generalDive 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 KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON---
****
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
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Zoe Rowswell is the co-founder of Tern Eco, and has some amazing Fashion eCommerce credentials.
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 programDive 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 KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON---
****
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
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Hamish McKay is the founder of surprisingly ground breaking new eCommerce tool Order Editing.
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 revenueDive 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 KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON---
****
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
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Noah Tucker is the founder and CEO at Social Snowball, the word-of-mouth marketing platform for eCommerce.
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 marketingDive 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
****
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
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Gisela Benini is a specialist in digital marketing, social media and eCommerce, and is one of the team at award-winning agency Genie Goals.
In this episode, we discuss:
Gisela’s 3 Cs for TikTok success What you need to know about ad length Tracking performance with custom metricsDive 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
****
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
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Dawn Chubai is a live stream product selling expert!
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 sellingDive 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
****
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
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Ashley Wright’s been helping brands big and small drive results from social for nearly 10 years. Working brand side, and for agencies – he’s now the founder of his own business – Social Tale which is all about building growth on TikTok.
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 partnersDive 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
****
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
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Danielle Gipps is one of the team at customer acquisition agency Revenue Growth Agency. Where they are committed to growing ambitious luxury eCommerce brands through a tried and tested Revenue Growth Framework.
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 successfulDive 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"
****
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
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Jo Young is the Managing Director at UniFida, a team of data-driven marketing experts with a focus on attribution, especially matching up offline and online marketing. Jo’s been at the forefront of marketing data analysis since 1995!
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 integrationDive 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"
****
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
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Doug Franklin is the founder and CEO at Penny Black. Who are all about taking control of the unboxing experience to drive engagement and conversion rates through the roof.
In this episode, we discuss:
How the unboxing experience is a key to delighting the customer The power of personalization Why offline marketing still mattersDive 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"
****
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
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Anna Wilson has over 21 years experience optimising retention and acquisition strategies for growth for mail order retailers. Working both agency AND client side she has a wealth of experience to share gathered whilst working for brands like Orvis, Boden, The White Company, Able & Cole, Glasses Direct and many more.
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 alignmentDive 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"
****
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
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Nicky Lomax is an expert buyer of Offline Media – spending 10 years at marketing and data agency more2, including leading the Media and Acquisition Data Planning team driving offline acquisition strategy for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!!
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 campaignsDive 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"
****
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
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