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

Tom Webster is a partner at Sounds Profitable, the leading voice of significance for the digital audio industry, devoted to growing the podcast sector through audio insights, education and connections. They produce the must-consume research on podcast advertising, and are probably the only newsletter I read religiously. In this episode, we discuss: Why podcast listeners are your ideal audience How to track your ad performance effectively The best types of podcast ads for your brand Crafting ads that resonate with listeners Dive in: [03:10] 30-year media research career transitioned to podcasting. [07:09] Podcasting offers targeted reach and audience engagement. [12:10] Podcast advertising offers incredible opportunities for brands. [13:55] Podcasting advertising: test, tiers, and programmatic market. [19:01] Content matches sensibility, tone, mood for audience. [20:40] Insider Tips from Tom!  Find the notes here: https://keepopt.com/209  Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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 Performance Max. [22:30] Insider Tips from Becky and Jonny!  Find the notes here: https://keepopt.com/208  Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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 events for analysis. [16:36] API sends more complete first-party data. [21:58] Advanced machine learning AI automates streamlined campaigns. [23:04] Advantage Plus Shopping encourages more creative control. [24:30] Insider Tips from Jon!  Find the notes here: https://keepopt.com/207  Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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 SparkLayer system. [17:06] 50-50 split between experienced and new B2B merchants. [20:34] Insider Tips from Alex!  Find the notes here: https://keepopt.com/206  Download Shopify's new industry report >> https://keepopt.com/shopify****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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. [19:35] Speed to market varies based on tech stack; for Shopify, it's quicker. [23:16] Insider Tips from Ben!  Find the notes here: https://keepopt.com/205  Download Shopify's new industry report >> https://keepopt.com/shopify****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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, and profitable growth. [11:51] Prioritize growth channel, assess demand, seek tools. [13:52] Business objectives, talent expertise, sustainable growth strategy. [16:49] Measuring sales targets, metrics, and audience goals. [20:28] Clear brand message, great customer experience. [23:19] Insider Tips from Jamie!  Full notes here: https://keepopt.com/204 Download Shopify's new industry report >> https://keepopt.com/shopify****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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 international business. [17:14] Hiring experts leads to better outcomes in-house. [18:08] Insider Tips from Paul!  Find the notes here: https://keepopt.com/203 Download Shopify's new industry report >> https://keepopt.com/shopify****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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 physical stores Dive in: [05:29] Omnichannel strategy boosts sales and customer engagement. [08:35] Pop ups take a lot of effort. [10:58] Importance of store network for customer engagement. [13:19] Omnichannel strategy: basics, pricing, click and collect. [17:09] Leveraging physical stores for brand engagement. [19:08] Exploring the “endless aisle” concept. [20:43] Insider Tips from Oliver!  Find the notes here: https://keepopt.com/202 Download Shopify's new industry report >> https://keepopt.com/shopify****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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] Transition from journalism to digital PR business director. [09:34] Creating effective digital PR campaigns without buying links. Using link reclamation for brand mentions. [12:58] Create specific, reactive PR for targeted campaigns. [15:24] Understand audience, build relationships, leverage email outreach. [19:14] Rapidly repurpose existing content to generate links. [22:54] Ways to improve digital PR and trends. [24:24] Seek fresh, trend-focused, and evolved ideas. Embrace collaboration and take calculated risks. [27:11] Insider Tips from Rosa!  Find the notes here: https://keepopt.com/201 Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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 differenceDive 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 face challenges with complex system layers.[20:51] Focus on interaction and responsiveness within product pages.[24:39] Insider Tips from Matt and Brad!Find the notes here: https://keepopt.com/200Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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