Keep Optimising

eCommerce Podcast Network
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For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads.  In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method.  And then we take a week off to give you time to IMPLEMENT. - Current Mini-Series = WhatsApp - Next Mini-Series = SEO and AI Search - Last Mini-Series = Customer Acquisition Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday.  Each episode lasts about 30-45 minutes and is audio only. I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.

  1. 19 HR AGO

    WhatsApp: 8 Mistakes to Avoid when Marketing with WhatsApp – with Rich Evans, Get Better

    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 Mistakes WhatsApp is not just another messaging channel. It requires a different mindset and operating model. The episode outlines eight common mistakes that can quickly damage trust, performance, and even your Meta account. Avoiding these mistakes is the foundation of success on WhatsApp. Get these wrong and the channel will fail before it starts. The 8 mistakes to avoid: Treating WhatsApp like a broadcast 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 Meta WhatsApp Works Best as a Service-First Channel WhatsApp performs best when it starts with service, not promotion. Customers see WhatsApp as personal and high trust. That means they expect help, fast answers, and real conversation. Transactional messages and support interactions build confidence first. Only after that trust is earned should marketing messages appear. For eCommerce brands, this turns WhatsApp into a powerful conversion and retention tool. Scale WhatsApp with AI, but Keep Humans Close WhatsApp conversations move fast and customers expect quick replies. Human-only teams cannot scale this efficiently. AI agents are essential for handling volume, common questions, and out-of-hours support. But AI must be trained carefully on products, tone of voice, and policies. There must always be a clear path to a human when needed. Brands that balance automation and human support will win on WhatsApp. Takeaways: WhatsApp is more than a channel—it's a sacred space for personal connections. Brands must earn trust before entering. Never treat it like just another inbox for promos, but as a place for true conversations.Don't blast messages on WhatsApp. People crave dialogue, not broadcasts. Start with service, answer questions, and create space for real engagement. That’s how trust—and loyalty—are built.The future of customer care is blending service with marketing. WhatsApp lets brands offer instant support and build community. It’s where quick answers and genuine care drive the business forward.Respect consent when using WhatsApp for marketing. Not everyone wants messages—be cautious, clear, and customer-focused. Remember: building trust always wins over quick hacks.As we bring AI agents to WhatsApp, stay real. Train bots to talk like you, but plan for human backup. Great culture happens when tech is smart—but the heart stays human. Find the notes here: https://keepopt.com/290 Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    37 min

  2. 14 JAN

    WhatsApp: High-Converting Revenue Recovery Channel with Luca Borreani, ZipChat AI

    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 campaign WhatsApp works because it feels personal. Customers use it to talk to people they trust. That means brands must stop treating it like email or SMS. The best results come from starting a conversation, not pushing a discount. Asking why someone abandoned a cart opens the door to engagement. This approach drives higher replies and stronger conversions. Use AI to scale revenue recovery without adding workload WhatsApp generates fast replies and high response rates. That quickly becomes impossible to manage manually. AI allows brands to handle hundreds of conversations at once without delays. It can answer questions, handle objections, and offer incentives safely. This makes revenue recovery scalable without overwhelming customer service teams. Your website data determines how well WhatsApp AI performs AI is only as good as the information it learns from. Clear product pages, pricing, and FAQs are essential. Well-structured content helps AI respond accurately and stay on brand. Poor content leads to weak conversations and missed sales. For eCommerce teams, fixing site content is a revenue lever, not just a UX task. Takeaways: WhatsApp is more than just a messaging app—it's how modern brands build real, one-on-one customer relationships. Treat it as personal as you would a text from family and your conversions will soar.Don't treat WhatsApp like email. People expect authenticity and conversation, not cold marketing messages. A genuine "How can we help?" goes much further than "Here's 20% off".The secret to revenue recovery isn't discounts—it's listening. When you ask shoppers why they abandoned their cart, you get insight and loyalty, not just transactions.AI-powered conversations can feel natural and human, but only if you give the AI rich information. "Garbage in, garbage out." Your brand voice and data matter.Feedback is gold. The best brands use AI to analyze chat conversations, spot pain points, and adapt quickly—turning abandoned carts into loyal fans. Find the notes here: https://keepopt.com/289 Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    29 min

  3. 31/12/2025

    Customer Acquisition: 4 Steps to GEO Success and Winning More AI-Driven Traffic with Lisa Wendland, Blue Wheel

    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 Foundation Your site must be fast, clean, and easy for AI systems to read. This includes strong Core Web Vitals, quick load times, and a structure that helps bots crawl every page. Remove old, broken, or orphaned pages that confuse search engines. Make sure key details are in text, not hidden inside images. Without this technical base, AI tools will not trust or recommend your brand. Build a Smart Content Strategy Your content now needs to answer real customer questions in a clear and specific way. Add detailed product information and FAQs directly on product pages. Create supporting content like blogs and guides that link tightly back to your best sellers. Focus on the problems your customers want to solve, not generic SEO copy. This gives AI engines the context they need to recommend your products. Strengthen Trust and Brand Visibility AI tools use trust signals to decide which brands to recommend. This includes PR mentions, backlinks, expert endorsements, and consistent branding across your site. Reviews and user proof also help establish authority. Every signal works together to show AI that your brand is credible and safe to promote. The stronger your authority, the more often your products appear in AI-driven results. Treat Generative AI as a New Channel AI search is not a trend—it is a new distribution channel. Think of it like TikTok or Amazon search in their early days. Brands that move early will win visibility that compounds over time. Keep testing and learning as platforms like ChatGPT, Perplexity, and Google evolve. The goal is to position your products where customers now ask for recommendations: inside AI conversations. Takeaways: “AI doesn’t see your brand the old Google way—it looks for trust, clarity, and cohesion. Get your foundation right, tidy up your site, and show your expertise. The future is about being seen as credible and human.”“SEO isn’t just keywords now. AI engines want real authority, clear branding, and stories behind your products. Clean up your site, add FAQs on product pages, and connect all the dots for true visibility.”“Customer acquisition is evolving fast. Early adopters of GenAI as a channel are winning. Make your brand the obvious, trustworthy choice by optimising content and technical setup before it’s too late.”“Don’t chase every new tactic—really get to know your customer. AI and SEO success comes with patience and consistency. Build your strategy on foundation, optimize, then watch results compound.”“Competing in AI-powered search means treating it like you would any new channel. Maybe it’s not mysterious, just methodical. Get site speed, schema, and content locked down—then let your brand story shine.” Take the Launch Growth Diagnostic >>> https://keepopt.com/launch Find the notes here: https://keepopt.com/288 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    35 min

  4. 24/12/2025

    Customer Acquisition: Leveraging Brand + Performance to Drive Long-Term Growth with Jaye Cowle, Launch

    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 acquisition Many brands are still relying on bottom-of-funnel ads to “harvest intent,” but that approach is getting more expensive and less effective. A clear and meaningful brand makes customers feel something, and that emotional connection increases conversion and retention. When your creative and messaging reflect what the brand stands for, customers are more likely to buy at full price and stay longer. This approach builds salience in the zero-click world where customers may discover you without ever visiting your site. Brand clarity gives you compounding returns that short-term discount campaigns can’t deliver. Break down silos — brand and performance must work as one team Many eCommerce orgs have separate brand teams and performance teams. This leads to fragmented messaging, wasted media spend, and inconsistent customer experience. The best results come when both teams share goals, language, insights, and feedback loops. Every campaign should both drive results and build brand memory at the same time. The companies that integrate product, creative, customer insights, and performance will outperform the ones that don’t. Customer insights are worth more than attribution models Attribution is messy, incomplete, and often misleading. Instead of obsessing over which ad “gets credit,” smart eCommerce operators are talking directly to customers. Focus groups, informal interviews, ambassador programs, and real-world observation reveal motivation and sentiment that dashboards can’t measure. This intel should shape product development, messaging, and creative strategy. The brands closest to their customers will build loyalty faster and cheaper than those relying only on analytics. Takeaways: Brand matters more than ever. When every team—from product to marketing—lives and breathes the brand strategy, magic happens. Cohesive culture is your growth superpower.Top-down brand strategy doesn’t work unless leadership really understands and LOVES their customers. Culture starts in the boardroom, grows through every employee, and is felt by every customer.Bring everyone into the room. Product, marketing, agency—work through real business challenges together. When people connect across silos, brand and performance thrive.Retaining customers isn’t just about discounts or campaigns. It’s about building lasting emotional resonance with your brand. Loyalty flourishes when your culture is authentic and the brand is lived daily.Perfect data doesn’t exist. Embrace a learning culture—focus on curiosity, staying close to your customers, and not being afraid to blend data with intuition. That’s where true brand value is unlocked. Take the Launch Growth Diagnostic here: https://keepopt.com/launch Find the notes here: https://keepopt.com/287 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    32 min

  5. 17/12/2025

    Customer Acquisition: Meta Ads for 2026 – with Elyse Collat

    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 engine Facebook’s algorithm has evolved, which means your creative is what now decides who your ads reach. When the message, tone, and visuals speak directly to a specific buyer, Meta will find those people for you. This makes generic, “one-size fits all” ads ineffective. eCommerce brands that speak clearly to a niche see lower CAC and higher conversion. The key is showing real problem-solving benefits, emotional triggers, and relatable messaging that feels authentic. Build a content flywheel, not one-off ads Don’t build campaigns from scratch every time. Instead, create reusable video components — multiple hooks, angles, and visuals — that you can mix, match, and iterate. This gives you dozens of variations from the same footage. It keeps your content pipeline full without constant production. eCommerce brands that adopt this system never “run out of creative,” and they maintain freshness and performance steadily over time. Testing isn’t optional — it’s the operating system for growth Elyse emphasizes that constant testing is vital in a rapidly shifting ecosystem. Audience behavior changes, ad features change, and costs change. Brands that keep testing find new opportunities and protect themselves from performance drops. You should allocate budget specifically for experimentation to find new winning angles and audiences. This mindset turns Facebook ads into a reliable growth engine rather than a gamble. Takeaways: Embracing a growth mindset isn’t just for tech startups—it’s the key to thriving in eCommerce. Stay consistent, test new ideas, and learn quickly from failures.The best marketing teams celebrate experimentation. Elyse Collat says to set aside 20% of your budget for testing wild ideas.Want ads that resonate? Forget perfect polish. Authentic, raw, and even "ugly" creative builds connection and trust faster than anything staged. Culture loves realness—let your brand’s true self come through.Collaboration is king. Empower your creators with brand context, trust their style, and ask for variety. Let every team member, from founders to freelance creators, shape the story.Don’t fear when things get messy during growth—embrace it. Elyse says that staying curious, persistent, and open to failure is how the best cultures scale and adapt in today's fast-changing world.Take the Launch Growth Diagnostic >>> https://keepopt.com/launch Find the notes here: https://keepopt.com/286 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    30 min
  6. Customer Acquisition: Turn Instagram Comments into Customers—Using DM Automation for eCommerce Growth with Mel Eilers, Socially Sound

    10/12/2025

    Customer Acquisition: Turn Instagram Comments into Customers—Using DM Automation for eCommerce Growth with Mel Eilers, Socially Sound

    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 Automation Before you jump into automation, you need strong organic content. Mel explained that DM automation only works if your posts already get real engagement. Think of it as adding fuel to a fire — you need the spark first. Focus on posts that connect with your audience, encourage comments, and reflect your brand’s tone. Once you have that, tools like ManyChat can amplify results and turn engagement into measurable sales or email signups. Instagram DMs Can Be a Powerful Sales Channel Instagram DMs are no longer just for customer service. They’re now a direct route to conversions. By using tools like ManyChat, you can automate DMs to deliver product links, discount codes, or signup offers the moment someone comments on your post. This creates a fast, personal, and frictionless buying experience. For eCommerce brands, that means fewer “link in bio” drop-offs and more customers completing their journey right inside Instagram. Keep It Conversational and Customer-Centric Automation doesn’t mean losing the human touch. Mel stressed that conversational marketing works best when it feels like a real chat, not a sales script. Keep messages short, friendly, and relevant to what the customer asked for. Always make it easy for them to opt in, explore, or buy without pressure. When automation feels natural and helpful, it builds trust — and that trust drives repeat sales. Takeaways: Want to turn your engaged Instagram audience into real customers? Build strong organic content, then let DM automation do the heavy lifting. It's not just customer service in the DMs—it's a goldmine for sales and signups.If your organic social posts spark genuine interest, adding tools like ManyChat boosts reach and conversion. But don’t automate before your content truly connects. Automation multiplies what already works!Great conversational marketing feels 1:1, even when automated. Start with clear objectives—do you want email signups or website visitors? The power is in making every DM interaction personal and purposeful.Don’t wear out your followers! Mix behind-the-scenes content with “comment-to-signup” posts. One in three sales-driven posts keeps your audience engaged and avoids the sales soapbox effect.The future? DM automation isn’t stopping with Instagram—TikTok is next. If you’re seeing traction now, get ready to ride the wave as new channels open up for conversational commerce.Take the Launch Growth Diagnostic >>> https://keepopt.com/launch Find the notes here: https://keepopt.com/285 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    36 min

  7. 03/12/2025

    Customer Acquisition: Using Performance PR to Track, Measure, and Scale Results with Rick Magennis, Spark

    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 PR Traditional PR builds awareness but rarely proves ROI. Performance PR changes that by tying media placements to affiliate links, so you only pay when sales happen. It blends PR visibility with affiliate measurability, giving eCommerce brands clear data on what drives conversions. This means every placement can be tracked, optimized, and scaled. For brands tired of “vanity metrics,” Performance PR is a smarter way to turn exposure into profit. Relationships Are the Real Currency Success in Performance PR depends on strong relationships with editors and media outlets. Journalists get hundreds of pitches daily, so connection and trust matter more than clever outreach. Agencies with existing relationships can fast-track your brand into top-tier features and gift guides. It’s not about sending mass emails—it’s about consistent, personal communication. eCommerce brands that invest in relationship-driven PR partners will see better placements and faster traction. Think Long-Term—This Strategy Takes Time Performance PR isn’t a quick win. It can take six to twelve months before results start showing, because journalists work on long lead times and organic placements build gradually. But once it clicks, the benefits compound—those articles keep driving sales and SEO value long after they’re published. eCommerce owners should start early, especially if they want strong visibility by the next holiday season. Treat it like a slow-build channel with big long-term payoff, not an overnight campaign. Takeaways: Performance PR is changing the game—it's all about building real relationships with editors, not just cold emails and AI shortcuts. Value the human touch if you want your brand to stand out and succeed.There’s power in patience: successful affiliate-PR mashups take 6-12 months to really pay off. True cultural shifts in marketing happen when you invest long-term, not just chase quick wins!The secret sauce for customer acquisition today? Combine affiliate tech with good old-fashioned trust. Brands and editors win when you foster genuine collaborations, not just transactions.Traditional PR isn’t dead—it’s just evolved. Affiliate links now mean you can actually see ROI, turning every feature, gift guide, or listicle into measurable impact. Culture meets commerce.Ready to test new ideas? Start performance PR now, but plan to play the long game. Change comes to those who nurture relationships, keep showing up, and bring fresh stories to the table. Find the notes here: https://keepopt.com/284 Take the Launch Growth Diagnostic here: https://keepopt.com/launch **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    34 min

  8. 19/11/2025

    TikTok: Building a Profitable TikTok Shop Presence With Creators, Analytics, and Engaging Lives, with Marianne Morrison of Metrimax

    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 Virality Jumping onto TikTok without a plan rarely works. Marianne stresses that you must first know who your audience is and why they’re on TikTok. Then study your competitors and define your own niche before posting or running ads. TikTok rewards brands that show up with purpose and consistency, not those chasing quick wins. Treat it like any other serious marketing channel—start with strategy, not luck. Authentic, Consistent Content Drives Real Growth The biggest wins on TikTok come from real, relatable content. Perfectly polished videos don’t connect as well as authentic moments that show the human side of your brand. Post often—daily if possible—and engage with comments and followers. Consistency tells TikTok’s algorithm you’re serious, helping you reach more of your target audience. Authenticity builds trust, and trust drives conversions. TikTok Shop Rewards Offers and Engagement TikTok Shop thrives on urgency and deals. Flash sales, limited-time discounts, and free shipping can turn browsers into buyers fast. But you need to plan your offers carefully to protect your margins. Marianne also highlights that live selling is where real engagement happens—brands should go live at least three times a week for an hour or more. The more consistent and interactive you are, the more TikTok rewards you with visibility and sales. Takeaways: TikTok’s not just about trends—authenticity and passion matter more than ever. Brands that connect honestly with their audience are laying the foundation for lasting success.Strategic action beats random posting on TikTok. Before ads or creators, you need a clear organic content plan and a deep understanding of your audience and competitors. Purpose drives results.Lives on TikTok aren’t magic shortcuts—consistency is key. The algorithm needs time to learn about you. Want results? Commit to regular lives, at least 3 times a week, and let your brand’s energy shine through every session.TikTok Shop thrives on urgency and offers. Flash sales, free shipping, and smart discounts hook buyers. But manage your margins carefully—profitability matters as much as visibility.AI tools are game changers, but don’t lose your brand’s soul. In a world of generic copy, the real power lies in authentic storytelling and honest engagement. Let tech help, but keep your passion at the heart of everything. Find the notes here: https://keepopt.com/283 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

    32 min
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For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads.  In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method.  And then we take a week off to give you time to IMPLEMENT. - Current Mini-Series = WhatsApp - Next Mini-Series = SEO and AI Search - Last Mini-Series = Customer Acquisition Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday.  Each episode lasts about 30-45 minutes and is audio only. I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.

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