Keep Optimising

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

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

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

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

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

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