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

Leila Kimiai-Nia is a business coach at Emoceansdeep, and a former TikTok Shop seller turned trainer. She now helps her clients build their TikTok Shop sales for the long term via livestreams.

Dive in:

[05:01] TikTok Shop Success Through Consistency

[06:51] Bridging Sales and Wellness Gaps

[12:33] "Sustaining Live Streaming Success"

[14:06] Consistent Branding with Multiple Presenters

[18:01] Nervous System Regulation for Burnout

[21:33] Expanding Capacity Through Small Moments

[25:17] Pace Yourself in Content Creation

[28:02] Insider Tips from Leila!

Consistency is the Key to TikTok Growth

TikTok’s algorithm rewards brands that show up regularly. Daily live streams can boost traffic, but only if you can sustain them. Consistency keeps your audience engaged and teaches the algorithm to send you more of the right shoppers. Even if you can’t start daily, stick to a regular schedule that you can handle. Build slowly to avoid overwhelming yourself and losing momentum.

Energy Management Directly Impacts Sales

Live streaming is not just a technical task — it’s a performance. If you are tired or stressed, it shows, and your conversion rates will drop. Leila teaches that nervous system regulation is critical for long-term success. Breathwork, short breaks, and even music can help you reset between streams. Protecting your energy means better results and a business that can grow without burning you out.

Scale with a Team and a Plan

One person cannot handle endless live streams alone. As you grow, bring in affiliate creators and presenters to share the load. Keep everyone aligned with your brand style so the algorithm doesn’t get confused. Use multiple “cogs” — live streaming, affiliates, ads, and content — to scale sustainably. This approach keeps sales strong and prevents you from hitting a plateau.

Takeaways:

• TikTok Live isn’t just about sales—it’s about emotional stamina. Burnout can kill the vibe, so taking care of your energy and mental health is essential if you want long-term success in live eCommerce.
• Consistency on TikTok Live powers growth, but don’t let hustle culture push you too far. Start with what you can handle, set boundaries, and scale your frequency only as your capacity grows.
• Success on TikTok Live isn’t just algorithms and content—it’s knowing yourself. Self-awareness helps you notice stress before it becomes burnout, so you can show up strong and sustainable.
• Nervous system regulation is the secret weapon for live sellers. Small daily rituals, like deep breathing or a quick dance, train you to handle pressure and stay grounded when the spotlight’s on.
• Think TV shopping for a new generation—but with fewer breaks and even more pressure. If you want sustainable TikTok Live sales, build a team, rotate hosts, and prioritize wellness alongside revenue.

Find the notes here: https://keepopt.com/279

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.

Dive in:

[06:05] Yotpo Challenges Klaviyo in eCommerce

[08:17] Feedback and Strategy Issues Uncovered

[12:30] Black Friday Preparation Timeline

[16:14] Pre-Black Friday Preparation Urgency

[17:05] Black Friday: Capturing Customer Insights

[22:51] Email Marketing Insights with Rich

[23:35] Insider Tips from Rich!

Mystery Shop Your Own Website

Rich Evans’ first big tip is simple but powerful — act like a customer. Open your website in an incognito browser and sign up for your own popup. Follow the entire journey from signup to receiving the first email to making a purchase. This lets you spot broken flows, confusing steps, or missing discounts before your real customers do. Fixing these issues now can dramatically improve your conversions before Black Friday.

Collect Zero-Party Data for Smarter Marketing

Black Friday is a chance to build your list, not just drive sales. Ask new customers simple questions like whether they’re shopping for themselves or buying a gift. This small piece of data lets you personalize follow-up emails and offers, keeping customers engaged after peak season. It prevents irrelevant messages that cause unsubscribes. The more relevant your marketing, the more likely you’ll turn one-time buyers into repeat customers.

Act Quickly if You’re Affected by Yotpo’s Exit

For brands still using Yotpo email, time is critical. Migrate before Black Friday or risk broken campaigns during the busiest time of year. Rich stresses that while Yotpo’s decision was right, the timing is tough. Don’t wait until December — make a plan now and switch to a stable platform like Klaviyo, Omnisend, or another trusted provider. Acting early avoids chaos and ensures you have time to test everything before peak traffic hits.

Takeaways:

• Partnerships are at the heart of growth—not just in business, but in culture. Connect, collaborate, and be laser-focused in your niche. The impact of genuine networks will always serve you right.
• Email marketing isn’t just tech: it’s about truly knowing your customers. Ask if they’re buying for themselves or gifting—tiny questions, huge insights for personalized experiences and better relationships.
• Cultural shifts happen fast—remember the YOTPO email exit? Adaptability and supportive networks help brands survive even public shakeups. Don’t rely on hype—understand what really matters.
• When optimizing your actions, start by experiencing your own customer journey. Perspective breeds empathy, insight, and real improvement—not just more data.
• AI’s rise is changing how we work, but beware of overusing it. Leverage it to enhance your creativity, not replace it. People crave authenticity—tech is best when it supports, not suppresses, your unique voice.

Find the notes here: https://keepopt.com/278

Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal.

Dive in:

[05:00] "From Downloads to Engagement Focus"

[08:54] Effective Facebook Ad Data Strategies

[10:00] "eCommerce Tracking: A Critical Gap"

[14:09] "First-Party Cookie Solutions Explained"

[19:08] Core eCommerce Tracking Essentials

[21:53] "Optimizing GA4 and Google Ads"

[27:09] Insider Tips from Wesley!

[34:22] To get your free website tracking & conversion audit, visit leafsignal.com

Tracking Is the First Profit Lever, Not an Afterthought

Many eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns.

Capture the Right Events to Power Smarter Ads

Wesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge.

Tracking Isn’t “Set and Forget” — Monitor It Continuously

Even if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task.

Takeaways:

• Data-driven marketing is everything, but your tracking must be right! If your data isn’t accurate, your ad spend loses impact. Make tracking & analytics a priority—profitability depends on it.
• Think your eCom tracking’s bulletproof? Most brands have gaps—sometimes they’re losing big, and don’t know it! Regular audits and expert input can uncover serious wins.
• Relying on basic tracking apps alone isn’t enough, especially as privacy rules evolve. Control your data, hire real specialists, and keep up with compliance for sustainable growth.
• Don’t just focus on ad creatives—without quality tracking, the platforms can’t optimize for real results. Data is what trains algorithms to drive profit and retention.
• Tracking isn’t “set and forget.” With privacy changes and new tech, constant monitoring is key. Today’s good data flow could break tomorrow—stay alert and build resilience for peak seasons.

Episode sponsored by Leaf Signal. To get your free website tracking & conversion audit, visit leafsignal.com.

Find the notes here: https://keepopt.com/277

Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.

Dive in:

[06:30] Targeted Advertising Strategy Insights

[08:22] "Ad Strategy: Broad vs. Targeted"

[11:00] Campaign Strategies: Social vs. Traditional

[15:28] Strategic Media Planning for Brands

[18:54] Out-of-Home Advertising Strategy

[20:26] Flexible Creative Timing

[25:02] Evolving Ad Strategies and Analytics

[27:43] Attention Economy and Brand Focus

[29:45] Insider Tips from Karolina!

Strategy Comes First — Always

Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.

TV and Billboards Aren’t Just for Big Brands

Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.

Test, Measure, and Learn

Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.

Takeaways:

• The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy and creativity matter more than ever.
• Want real impact? Start with your strategy: who’s your audience, what data do you have, and then find the right channels. Don’t just follow the crowd—test, learn, and refine.
• Out of home isn’t just broad reach—digital buying lets you target locations, times, and even tailor creative. Local focus is easier and more affordable than you think.
• Measurement in media is evolving; don’t expect perfect data, but look for patterns and trends. Think uplift, attention, and the bigger picture—not just clicks.
• Testing isn’t just A/B colors. Try geo-tests, new platforms, creative angles—sometimes the untapped channels are where your competition isn’t looking.

Find the notes here: https://keepopt.com/276

Anna Ratala is the Marketing Director at podcast advertising platform RedCircle. She’s been DEEP in the world of podcast advertising since 2020 helping all sorts of business growth their revenue from podcast advertising.

Dive in:

[04:58] Podcast Advertising Platform Launch & Closure

[08:17] Podcast Engagement vs. Social Media

[10:36] Identifying Suitable Show Categories

[15:06] Authentic Ads Boost Engagement

[18:21] Tracking Website Visits from Podcasts

[20:10] Podcast Ad Campaign Timeline

[23:00] Podcast Rotation Strategy

[26:05] Insider Tips from Anna!

Podcast Advertising Captures True Attention and Engaged Audiences

Unlike social media ads, where consumers quickly scroll and attention is fragmented, podcast listeners are highly engaged. Anna explains that most listeners are loyal fans who choose to spend significant time with each episode. When hosts discuss a brand, listeners are “really there, listening and engaged,” making it easier for brands to cut through the noise and connect meaningfully. This level of attention leads to better ROI and makes podcast advertising a powerful direct response channel for eCommerce and DTC brands.

Strategic Show Selection & Host-Read Ads Are Essential

Anna underscores that successful podcast advertising isn’t just about picking obvious show categories. Thinking beyond the obvious—like advertising wellness products on true crime podcasts with large female audiences—can uncover even better results. She also emphasizes that host-read ads dramatically outperform generic, programmatic ads. Instead of enforcing scripts, advertisers should provide talking points, letting hosts deliver endorsements in their own voice for maximum authenticity and impact.

Modern Tools Make Podcast Ad Performance Trackable and Optimizable

A major barrier to podcast advertising used to be poor measurement and laborious manual processes. That’s no longer the case. Today, brands can use attribution pixels to track listeners who visit their website after hearing an ad, providing real data to evaluate campaign performance. Anna suggests treating podcast ads as an ongoing, test-and-optimize channel, similar to paid social. Start with a rotation of shows, double down on top-performers, replace poor performers, and steadily refine your campaign. With budgets starting at around $20–25k for meaningful results, podcast advertising is now a robust, measurable channel for growth, not just awareness.

Takeaways:

• Podcast advertising stands out because listeners are engaged and loyal to their favorite shows. Instead of chasing attention, brands on podcasts capture it. ROI is higher, and performance is easier to track than ever before.
• The best podcast ad? Let the host speak in their own voice. Authentic recommendations connect with audiences and drive real action.
• Podcast listeners aren’t just background noise—they’re invested. Whether it’s a true crime series or a wellness chat, the connection is personal. Even unexpected show genres can become powerful brand partners.
• Thinking about reallocating ad budgets? Anna suggests you can launch a podcast campaign in just a couple weeks—and track site visits as your first sign of real engagement.
• Testing podcast ads this peak season could give you an edge. Start with shows your customer loves. Rotate, refine, and keep optimizing—commit to ongoing campaigns for maximum growth.

Find the notes here: https://keepopt.com/275

Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart. She’s now pivoted into technology with the launch of her epic marketing tool “Magic Marketer”.

Dive in:

[03:12] "Insights from eCommerce Expert Lucy"

[08:19] Streamlining Work Beyond AI Concerns

[10:19] Automation Paradox: More Grind Created

[15:37] Optimizing Marketing Efficiency

[17:04] "Efficiency Boost with Magic Marketer"

[21:53] Adopt or Build Your Own System?

[23:57] Experience Over Profit: Magic Marketer

[25:42] Insider Tips from Lucy!

The True Power of AI Isn’t (Just) Copywriting—It’s Automation and Time-Saving

While many marketers think of AI tools like ChatGPT or built-in functionalities in platforms as handy ways to speed up copywriting, Lucy emphasizes the bigger opportunity: eliminating repetitive admin and manual “copy-paste” tasks that drain hourly resources. By integrating smart, centralized AI, marketers can drastically reduce campaign creation. This “buying back time” frees staff to focus on creative, strategic, and high-leverage marketing initiatives, instead of getting stuck in operational grind.

Centralizing Your AI Is Key to True Efficiency

Lucy explains the main difference between traditional AI features (like those in individual platforms) and a purpose-built centralized AI: context and integration. Standalone AIs in channels like Klaviyo or Meta only see a slice of your business. A central AI that plugs directly into your Shopify store and connected tools has the bigger picture. This means it learns not only your product and brand voice, but also your sales patterns, margins, and overall strategies. The result? More coherent, synchronized, higher-performing campaigns—plus, no more training multiple disconnected AIs or endless data copy-and-paste.

Don’t Wait for Magic—Start Gradually, but Start Now

If overhauling your entire marketing workflow for AI isn’t feasible this season, Lucy advocates for taking even small steps. Use ChatGPT for first-draft copy; explore automation tools like Zapier or Make.com for repetitive tasks; and look for ways to systematize your working process. As AI-integrated tools and true data-central “brains” mature, brands that start experimenting and automating now will be miles ahead in efficiency and effectiveness just in time for peak season.

Takeaways:

• AI is transforming eCommerce marketing—not just with better copy, but by automating the grind, freeing up teams for real strategy and creativity. Embrace tools that save time, so you can focus on big-picture thinking.
• Instead of brainstorming new promotions every year, build on last year's campaigns. Refining proven ideas gives better results and lets you truly optimize—innovation doesn't mean reinventing the wheel every time.
• The best eCommerce marketers are shifting from doing everything themselves to overseeing smart, AI-driven systems. Your value grows as you guide and elevate, not just execute.
• Waiting for your current tools to get smarter with AI might hold you back. Centralized solutions tap into your real data across channels—think less copy-paste, more cohesion and impact.
• Tech like Magic Marketer isn’t about replacing marketers, but about lifting the burden so you can amplify results. It’s about reducing stress, gaining space to think creatively, and pushing your business forward.

Find the notes here: https://keepopt.com/274

George Meressa is the CEO and Founder at Clear Ads, an expert Amazon Advertising Agency. Founded in 2011, they’ve helped 100s of brands from around the world increase their Amazon sales.

Dive in:

[05:04] Amazon Fees Impact Sellers' Profits

[06:41] Amazon's Key Focus: Conversion Rate

[12:39] Efficient Amazon Product Research

[15:47] Optimizing Sponsored Brand Ads

[18:13] Monitor Sales and Competitor Trends

[20:41] "Optimizing Sales with DSP Advertising"

[25:29] Insider Tips from George!

The 4 Levels of Amazon Ads

George breaks Amazon ads into four simple levels.

• Level 1 is brand registry and exact-match keywords — the foundation every seller needs.
• Level 2 adds auto campaigns to find new keywords and scale what works.
• Level 3 introduces sponsored brand ads and defensive tactics to block competitors.
• Level 4 is DSP, Amazon’s programmatic ads, which let you reach new audiences at scale but require bigger budgets.

Follow this roadmap step by step to grow your sales with less wasted spend.

Conversion Rate is the Real King

Amazon doesn’t just care about clicks. They make money when people buy, so conversion rate is the most important metric. A low conversion rate will hurt your ads, even if you’re spending a lot. Stock levels, delivery speed, and reviews all impact it. Keep improving these areas to win more sales and keep Amazon’s algorithm on your side.

Outsmart Competitors with ASIN Targeting

You don’t have to win only through search keywords. With ASIN targeting, you can place ads directly on competitor product pages. If their reviews are weak or prices are high, your product becomes the better choice. This strategy lets you “steal” sales from people already shopping for similar items. It’s a clever way to get ahead in crowded categories.

Takeaways:

• The Amazon ads game keeps evolving—conversion rate is now king! Success isn’t just about showing up, it’s about winning the click and the purchase. Don’t get lazy: keep optimizing your conversion rate to stay on top and outpace the competition.
• Launching your first Amazon ads? Start with brand registry—not just to protect your name, but to unlock powerful analytics gold. Real data > guesswork. Give your campaigns a running start with insight, not just ad spend.
• Rethink “set it and forget it.” Amazon is always shifting what appears at the top of the page, so don’t just watch numbers—search the platform, investigate the landscape, and react fast. Culture is as much about agility as analysis.
• Don’t chase every shiny tool. New ad features arrive weekly, but focus is key: sponsored product ads, exact-match keywords, and clever targeting will beat scattergun tactics every time. Smart, simple strategies scale culture and sales.
• Collaboration beats gurus every time. Skip the Lambo influencers and connect with real Amazon sellers. Authentic peer learning and honest conversations set the tone for a culture of genuine growth, not overnight hacks.

Find the notes here: https://keepopt.com/273