Keep Optimising

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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 = Customer Acquisition - Next Mini-Series = WhatsApp - Last Mini-Series = TikTok and TikTok Shop 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. 1 DAY AGO

    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

  2. 17 DEC

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

    10 DEC

    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

  4. 3 DEC

    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

  5. 19 NOV

    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

  6. 12 NOV

    TikTok: Driving More TikTok Shop Sales with Expert GMV Max Strategies from Rachel Cryan, Anicca Digital

    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 Ads TikTok has replaced its old ad format for TikTok Shop with a new system called GMV Max. It’s an automated, algorithm-driven tool that decides which products to promote based on engagement and ROI. This means brands have less manual control but can reach more ready-to-buy customers. For eCommerce owners, success now depends on feeding the algorithm the right signals — strong creative, consistent data, and clear goals. You can’t rely on old ad tactics anymore; you have to adapt to how TikTok’s AI wants to sell your products. Video Creative Is Everything — Especially for TikTok Shop Your product videos now determine how your ads perform on TikTok Shop. GMV Max rewards content that gets attention and engagement, so the more videos you have, the better your chances. Create a mix of formats — feature demos, user-generated content, and authentic creator clips. Don’t wait for affiliates to do all the work; invest in making your own videos so you can control the story and highlight your product’s best features. For TikTok Shop success, quantity and quality of video content are your biggest levers. Structure Your Campaigns Smartly to Keep Control Even though GMV Max is automated, you can still guide it with smart structure. Split your campaigns by product type or performance level — for example, bestsellers, mid-performers, and low-sellers. This helps you manage budget flow and avoid all your ad spend going to just one or two products. It also shows you which products need more content or testing. For eCommerce teams, this structure makes your TikTok ad strategy more focused, scalable, and ready for high-volume seasons like Black Friday. Takeaways: TikTok Shop is on the rise! If you're a brand, now's the perfect time to join. And for creators, it's a golden age for fresh content – brands are hungry for new videos. The TikTok ecosystem is growing fast. Don’t miss out!GMV Max is changing the TikTok Shop game, making ads more automated and ROI-driven. Brands, focus on creative video content to boost your products—IT’S all about what performs best on TikTok now.Feeling overwhelmed by TikTok’s new GMV Max? Start small: split your campaigns by product performance and create more videos for products that need a push. Control your narrative—and your results!TikTok isn’t just for big brands. Small businesses and new creators have a wide open lane to shine. TikTok’s support and automated tools make it easy to get started—even if you’re new to digital marketing.The new TikTok Shop ad platform makes creative content king. For brands, work with more affiliates, offer better commissions, and experiment with video styles. For creators, there’s real opportunity to grow—and earn! Find the notes here: https://keepopt.com/282  **** 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

  7. 5 NOV

    TikTok: Mastering TikTok Shop Live Streaming – Insider Tips for Six Figure Mega Lives with Ben Muir, Unsociable

    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 Wins Don’t rush into a 12-hour TikTok live event. Start by learning how your products perform on the platform. Focus first on going viral with creator videos or affiliate posts. Once your brand gains traction, introduce live streaming to convert that attention into sales. Small, consistent lives help you test what works before scaling up to six-figure showcases. Plan Live Streams Like Major Product Launches Successful TikTok lives don’t happen by chance. The best-performing brands treat them like full-scale marketing campaigns. Give your audience a clear reason to show up — a product launch, anniversary, or special offer. Create excitement early through teaser content, influencer support, and email marketing. The more you plan the theme and storytelling, the more engagement and conversions you’ll drive. Keep Testing and Refreshing to Stay Relevant TikTok’s algorithm and audiences move fast, so constant testing is key. Try new product bundles, seasonal themes, and surprise elements to keep viewers watching. Study what converts — the words hosts use, how products are presented, and what visuals grab attention. Use that data to improve every live stream. The more you adapt, the longer you’ll stay ahead of competitors and keep sales growing. Takeaways: The path to a six-figure TikTok Live isn’t instant—it’s all about building up, learning your craft, and understanding what really resonates with your audience before going big. Start small, optimize, then go for the showcase!TikTok Shop’s showcase (UK) and mega live (US) events can turn eCommerce brands into household names. It’s not just about selling, but creating a true event, a reason for people to join and get excited.Don’t rush into livestreaming on TikTok Shop. Ben says to first go viral organically—let the algorithm and community discover you, then tap into live once there’s real momentum. Viral first, live next!The secret sauce for TikTok live success? Continuous testing of product bundles, creative giveaways, and engaging themes that keep customers curious and coming back. Refresh, innovate, and your audience will grow!TikTok Shop actively supports its top sellers, even helping with traffic and subsidizing discounts for big live events. Build your presence and they’ll soon be helping you hit those huge numbers.  Find the notes here: https://keepopt.com/281 **** 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

    42 min

  8. 29 OCT

    TikTok: Organic Strategies That Maximize Reach and Results with Beth Thomas, Slice

    Beth is a social and influencer strategist with over a decade of experience leading content, social and influencer for some of the most well-known brands, including TikTok and Deliveroo. She’s the co-founder of Slice, a social media consultancy. Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success. Dive in: [06:13] Strategic Content Planning for TikTok [08:36] TikTok's Personalized Content Strategy [13:23] Integrating Teams for Cross-Platform Success [16:40] TikTok Content Indexing Tips [19:15] TikTok Trends: Fleeting Brand Impact [24:12] Influencer Collaboration Strategy Considerations [26:43] Optimizing TikTok Collaboration Strategy [29:12] Insider Tips from Beth! Start with Strategy, Not Tactics Before jumping onto TikTok or any social platform, Beth stresses the importance of having a clear social strategy. Instead of just following the latest trends or joining because “everyone else is there,” brands should first determine their goals—whether it’s increasing sales, building awareness, or changing brand perception. By understanding what you want social to do for your brand, you can decide if TikTok is the right platform for you and make more focused decisions about your content and resources. Focus and Consistency Matter More Than Doing Everything With TikTok offering a wealth of features and content possibilities, it’s easy for brands—especially those with small teams—to get overwhelmed. Beth’s advice: don’t get distracted by all the options. Instead, honestly assess your resources and pick one or two tactics you can commit to. Then, go all in. Consistency is the key to lasting success on social platforms. Doing a few things very well, over time, is more effective than trying to do everything poorly or sporadically. Leverage the Power of Social Search and Collaboration TikTok isn’t just a ‘trending’ platform—it’s quickly becoming a powerful search engine, especially for younger audiences. Beth encourages brands to think about how their content can be discovered over time, not just through the For You Page (FYP), but also via search. Integrate SEO strategies by collaborating with your SEO team and using tools like TikTok’s Creator Search Insights. Also, don’t feel you must create everything yourself; leveraging partnerships with creators and using user-generated content can increase reach and authenticity. Remember to target both niche and broader audiences to expand your impact. Takeaways: Drowning in to-do’s for TikTok? Beth says: pick ONE or TWO content ideas and go all in. You don’t need to do everything—just do what you can consistently and well for truly organic growth.The real 'targeting' on TikTok is your content. Focus on what your audience actually wants to see, not just what your brand wants to say. It’s the best way to land in their For You Page.Jumping on the latest viral trend? Beth’s advice: pause and ask "why?" Views don’t always equal brand impact. Making memorable, episodic content might serve you better in the long run.Want your TikTok videos to show up in searches? Optimize what you say in your videos, the captions, and even the on-screen text. Social search is growing—time for brands to get strategic.Creators aren’t just for big launches. Work with smaller creators, try different content types, and think about boosting their posts instead of just your own. Collaboration beats chasing every trend. Find the notes here: https://keepopt.com/280  **** 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
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About

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 = Customer Acquisition - Next Mini-Series = WhatsApp - Last Mini-Series = TikTok and TikTok Shop 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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