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Keep Optimising

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Keep Optimising

We spend each month focusing 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 month you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - This month = Online Advertising - Next...

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Recent Episodes of Keep Optimising


Advertising: Must-Know Google Ads Updates & Winning Strategies in 2024 with Becky Hopkin and Jonny Hyams, Digital Gearbox

Advertising: Must-Know Google Ads Updates & Winning Strategies in 2024 with Becky Hopkin and Jonny Hyams, Digital Gearbox

Becky Hopkin and Jonny Hyams have both been on the show before – and this time we get them both!

Our favourite Google Ads experts from advertising agency Digital Gearbox. 

In this episode, we discuss: 

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

Dive in: 

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

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

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

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

[17:42] Tip for using Performa...

Episode 208 12 June 2024 33m and 16s


Advertising: Elevating & Optimising Your Meta Ads with Jon Loomer

Advertising: Elevating & Optimising Your Meta Ads with Jon Loomer

Jon Loomer’s been helping marketers and entrepreneurs reach their business goals through advanced Facebook marketing strategies since 2011!

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

In this episode, we discuss: 

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

Dive in: 

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

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

[15:40] Pixel code tracks website e...

Episode 207 5 June 2024 38m and 11s


Omnichannel: B2B eCommerce Strategies and Pitfalls to Avoid with Alex Weston, SparkLayer B2B

Omnichannel: B2B eCommerce Strategies and Pitfalls to Avoid with Alex Weston, SparkLayer B2B

Alex Weston leads the commercial strategy for SparkLayer B2B, a fast growing eCommerce B2B offering, which helps you to manage and grow your wholesale customer base. 

In this episode, we discuss: 

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

Dive in: 

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

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

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

[14:16] Biggest used features of the SparkL...

Episode 206 29 May 2024 33m and 25s


Omnichannel: Connected Commerce Strategies for Better Customer Journeys with Ben Lang, Shopify

Omnichannel: Connected Commerce Strategies for Better Customer Journeys with Ben Lang, Shopify

Ben Lang is the Head of Northern Europe and Dach at Shopify. Helping Shopify partners throughout these regions and beyond to help the retailers they work with build successful commerce strategies. 

In this episode, we discuss: 

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

Dive in: 

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

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

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

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

[19:3...

Episode 205 22 May 2024 32m and 44s


Omnichannel: The 5-Step Process to Finding Your Perfect Marketplace with Jamie Lee

Omnichannel: The 5-Step Process to Finding Your Perfect Marketplace with Jamie Lee

Jamie Lee is all about driving digital and omnichannel growth, and has over 14 years experience of helping renowned brands do just that–including household names like Nike, Walmart, Sony AND emerging DTC brands like Vital Proteins and Everlane. 

In this episode, we discuss: 

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

 

Dive in: 

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

[09:18] Using right resources, channels, a...

Episode 204 15 May 2024 34m and 18s


Omnichannel: Tips for Cross Border Expansion to Achieve eCommerce Growth with Paul Walker, Global-e

Omnichannel: Tips for Cross Border Expansion to Achieve eCommerce Growth with Paul Walker, Global-e

Paul is a cross-border growth specialist at Global-e, where he uses his experience to help brands grow their sales and profits through exporting. 

In this episode, we discuss: 

Diversification as a way to manage business risks Why you should consider selling overseasHow to make it a successWhy it’s important to localize customer experience Strategically using global expertise and solutions 

Dive in: 

[05:10] Diversify sales channels to reduce risk. 

[08:20] Optimise proposition based on customer country requirements. 

[12:42] Can we handle this in-house or outsource? 

[13:36] Maintaining local knowledge essential for interna...

Episode 203 8 May 2024 25m and 36s


Omnichannel: Harnessing Physical Retail for eCommerce Success with Oliver Banks, OB&Co

Omnichannel: Harnessing Physical Retail for eCommerce Success with Oliver Banks, OB&Co

Oliver Banks is the founder of retail consultancy OB&Co, host of The Retail Transformation Show podcast, Author of the brand new book “Driving Retail Transformation: How to Navigate Disruption and Change” already described by Boots UK’s Chief Digital officer as “Essential reading for any retail leader” AND (like me) one of LinkedIn’s top Retail Voices–yeah, the blue badge. 

In this episode, we discuss: 

The synergy between online and physical retail stores  How different physical retail formats can help your business in different ways  The importance of a seamless omnichannel experience  How to get the most out of...

Episode 202 1 May 2024 30m and 3s


SEO: Link Building Tips for SEO with Rosa Mitchell, connective3

SEO: Link Building Tips for SEO with Rosa Mitchell, connective3

Rosa Mitchell is one of the team at connective3 a multi-award winning digital marketing agency who create market leaders. Working globally with brands such as AVON, Wren Kitchens, and Thortful, Rosa’s specialism is in Digital PR and SEO–with the hard-to-find combination of analytical brain and creative flair! 

 

In this episode, we discuss: 

The evolution of link building  The important role of creativity in digital PR campaigns  How to do well in digital PR  Rosa’s four key strategies for successful digital PR and link building 

 

Dive in: 

[03:16] Trans...

Episode 201 24 April 2024 42m and 56s


SEO: Technical Foundations create big wins with Brad Houldsworth and Matt Henton from Moss

SEO: Technical Foundations create big wins with Brad Houldsworth and Matt Henton from Moss

Brad Houldsworth is sales and strategy director at Remarkable Commerce – home of the UK’s most customisable eCommerce platform.

And Matt Henton is one of Brad’s happy clients– Head of eCommerce at fashion retailer Moss.

In this episode, we discuss:

Technical SEO’s important role in eCommerce SuccessThe big project over at MossHow choosing the right metrics can make a difference

Dive in:

[07:41] Prioritizing technical foundation for SEO success.

[10:55] Focusing on technical SEO for big improvements.

[14:17] Platform upgrade to address site performance challenges.

[16:16] Retailers...

Episode 200 17 April 2024 38m and


SEO: YouTube SEO Strategies for Long-Term Channel Growth with Louise Knight, Navigate Video

SEO: YouTube SEO Strategies for Long-Term Channel Growth with Louise Knight, Navigate Video

Louise Knight is one of the team at Navigate Video, an award-winning YouTube Agency who are focused on helping brands grow on YouTube, including (of course!) YouTube SEO. 

In this episode, we discuss: 

How YouTube SEO requires time and a strategic plan  Why optimisation goes beyond just the videos  Optimising your OLD videos as well as your new ones Engagement and quality as keys to algorithm favorability  Leveraging new features and community engagement 

Dive in: 

[05:03] Optimise YouTube videos for higher ranking and visibility. 

[07:28] Maximise video discoverability through algorithm and tactics. 

[12...

Episode 199 10 April 2024 38m and 33s

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