Growth: 3 Pillars of Creative to Beat the Attention Recession with Amy Budd, Launch

Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People.In this episode, Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing.Dive in:[05:14] "Attention Recession Explained"[07:52] "Maximizing Brand Growth Channels"[09:52] "Building Distinctive Brand Assets"[14:01] "Relevance, Research, and Brand Nuance"[17:45] "Niche Defines Brand Positioning"[19:12] "Mastering Ads in Seconds"[23:08] "Maximizing ROI with Balanced Strategy"[27:00] Insider Tips from Amy![31:04] Episode sponsored by Launch. Find out more at https://keepopt.com/launch Pillar 1: Be instantly recognisable, even without your logoYour brand should be easy to spot in seconds. Most shoppers scroll fast and do not read. They react to visuals first. Use consistent colours, fonts, and styles across all your ads. Aim to pass the “blur test,” where people still know it’s you without a logo. For eCommerce brands, this builds memory and trust over time, which lowers your cost to acquire customers.Pillar 2: Make your messaging truly relevant to your customersRelevance starts with understanding how your customers think and speak. Do not rely on product descriptions alone. Use real customer reviews, feedback, and support queries to shape your messaging. Highlight the small details that matter, like “has pockets” or “easy to clean.” These simple insights often drive more clicks and sales than generic claims. For eCommerce teams, this is one of the fastest ways to improve ad performance.Pillar 3: Create emotional content that stops the scrollYou have about 1–2 seconds to grab attention. Facts and features are not enough. Your content needs to make people feel something fast. This could be joy, curiosity, or even surprise. Emotion keeps people watching and helps them remember your brand later. For eCommerce brands, this leads to stronger engagement and higher conversion over time.Takeaways:Creativity in marketing isn’t just about looking good. It’s about building brand memories. Are your ads recognizable without your logo? Time to audit your brand voice and visuals and make sure they stand out, not blend in.Want stronger growth? Dig into your customer reviews. Your real advantage might be hidden in their words. Bring their language and needs into your ads. It’s more powerful than any corporate speak.The magic of emotional reward: In a noisy online world, ads that make people feel something are 7x more likely to boost your revenue. Make your brand memorable by sparking emotion every time you show up.True performance marketing is more than just numbers. The brands that combine strategy, creativity, and data get those unforgettable connections – and the results to match.Don’t just chase every shiny new channel. Test, measure, and learn. The best brands set aside 10% of their budget to experiment, then double down on what works. Sustainable growth starts with smart, ongoing experimentation.Find the notes here: https://keepopt.com/299Sponsored by Launch. Take their Free 7 Levers Scorecard 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

Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR.In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers.Dive in:[06:12] SEO's Evolution: User-Centric Search[07:01] Google's Focus on User Intent[12:46] "Importance of Trust-Building Pages"[15:09] "About Us vs. Contact Us"[18:39] "Mid-Funnel Shopper Content Strategy"[20:24] "Audit Blogs: Value Over Volume"[24:11] Insider Tips from Amanda!First Pillar: Product PagesProduct pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors.Second Pillar: Category PagesCategory pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store.Third Pillar: Trust Pages (About, Contact, and Credibility)Trust pages prove that your business is real and reliable. Important examples include the About Us page and the Contact Us page. Many stores hide these pages in the footer, which makes them harder for users and Google to find. Instead, make them easy to access in the main navigation or header. Clearly show who you are, how customers can contact you, and why your store can be trusted. Strong trust pages improve SEO signals and increase customer confidence before they buy.Takeaways:Making your About Us and Contact Us pages visible builds real trust. They're not just SEO boxes to tick. Users need to find real people behind the brand if you want them to buy. Authenticity always wins.Helpful content isn’t about stuffing keywords. It’s about meeting what your customer actually needs at every stage – info, reassurance, easy navigation. Good for SEO, but great for building community.Don’t hide your story. Even if you’re camera-shy, showing your brand’s purpose, team or process on your site helps people connect. Connection is culture. It’s what turns browsers into loyal advocates.Cut the fluff on your blog. Every post should add value or reinforce your expertise. Content for content’s sake confuses both search engines and customers. Precision matters.Conversion and SEO are inseparable – user experience is at the core of both. If your site is designed for clarity and accessibility, you’re not just optimised for search; you’re building lasting trust.Find the notes here: https://keepopt.com/298**** 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

Liv Day is the SEO Lead at Digitaloft, where she crafts ROI-led SEO strategies that deliver a fast impact for their clients.In this episode, Liv shares how to turn your eCommerce category pages into powerful revenue drivers – without stuffing them with endless SEO copy. We dive into practical fixes, smart internal linking strategies, and how to prepare your store for the rise of AI search and agentic commerce.Dive in:[06:12] "Optimizing Collection Pages Effectively"[09:15] "eCommerce Site Structure Insights"[10:41] SEO, UX, and Engagement Signals[15:40] "Optimized Copy Boosts Rankings"[18:42] "Internal Linking Pitfalls Explained"[21:23] "AI Search Optimization for eCommerce"[25:57] Insider Tips from Liv!Do: Keep Category Page Copy Tight and Conversion-FocusedWrite copy that helps shoppers choose. Focus on product types, benefits, and buying considerations. Keep it clear and commercially relevant. Around 300–500 words are often enough.Avoid: Adding 2,000 words of fluff about “What is a dress?” or product history. More words do not mean more value.Do: Build a Clear Internal Linking StructureLink parent categories to subcategories and back again. Use descriptive anchor text like “red dresses” instead of “click here.” Make your hierarchy obvious to both users and Google. This improves crawlability and navigation.Avoid: Weak anchor text and Shopify non-canonical product URLs that dilute ranking signals.Do: Optimise for AI Search with Better Product DataPrepare for AI-driven shopping now. Keep your product feeds clean and complete. Add structured data and FAQs that answer real buying questions. Optimise for long-tail and comparison queries.Avoid: Ignoring product feeds and Merchant Center setup while competitors prepare for agentic commerce.Takeaways:SEO isn’t just spreadsheets and keywords. It’s about understanding people. Liv reminds us: Don’t create content for Google. Create for real humans. When you serve users first, search engines will reward you.The secret sauce for category pages: Internal linking! Liv Day shares how connecting relevant pages not only helps Google but guides buyers. Conversion and SEO go hand in hand.Copy on category pages shouldn’t be endless. Too much information can confuse users and hurt your rankings. Keep content clear, concise, and focused on helping shoppers decide.We’re about to enter the world of agentic commerce. Soon, purchasing straight from Google and ChatGPT will be the norm. Liv urges brands to optimize product data now to stay visible.SEO is a journey, not a destination. Testing, learning, and iterating help you keep up with change. What worked yesterday may need a tweak tomorrow.Find the notes here: https://keepopt.com/297**** 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

Sam Wright is the Managing Director at specialist eCommerce agency Blink, the Shopify marketing agency for large catalogue stores. Sam’s been in SEO since 2007, and in eCommerce since 2002.In this episode, returning guest Sam breaks down how large Shopify brands should be structuring their product data and taxonomy to succeed in both SEO and the fast-evolving world of AI search. He talks about practical fixes that can improve visibility, customer experience, and organic growth — and why getting your data foundations right now will pay off across every channel.Dive in:[05:39] AI Strategies for Shopify Brands[07:51] Store Success Depends on Structure[12:31] Optimizing Shopify Data for AI[16:38] "Shopify's AI-Powered FAQ Tool"[19:44] AI Search and Shopify Shipping[20:44] "AI, Shopping, and SEO Challenges"[22:27] Insider Tips from Sam!Clean, structured product data is now your biggest growth leverAI search and SEO both rely on clear, structured product data. If your data is messy, incomplete, or spread across systems, you will lose visibility. Treat Shopify as your single source of truth. Fill in standard fields like product type, category, materials, and key attributes. Avoid storing important details only in images, PDFs, or documents. Clean data flows into AI tools, Google, ads, and your site, so one fix improves many channels.Go deeper with taxonomy and attributes to win more trafficBasic categories are no longer enough. You need deeper product structure that matches how customers search. Create more specific categories and filters where it makes sense. Then add richer attributes such as size details, materials, ingredients, or performance data. AI tools use this depth to decide which products to show. Better structure also improves on-site navigation and conversion. When customers can find the right product faster, revenue follows.Start preparing for AI now by enriching real customer knowledgeAI cannot invent accurate product information if it does not exist. The advantage comes from turning internal knowledge into structured content. Capture insights from customer service, product teams, and suppliers. Turn common questions into FAQs and detailed product information. Add shipping, returns, and usage details in text format, not just policies or images. The brands that document what they know today will be the ones AI recommends tomorrow.Takeaways:Shopify’s secret to success? Turning technical headaches into easy wins for everyone, not just devs – and now, they're doing the same for AI. The future belongs to brands with quality data and clear structures behind the scenes.Want to futureproof your online store for AI search? Start with the basics: organize your product data, nail your taxonomy, and focus on making your brand message portable so it shines through, even when customers never visit your site.Shopify’s new tools make catalog mapping and data plumbing simpler than ever—but it’s what you feed the system that counts. Clean, detailed product info is your edge as AI-driven discovery takes off.Richer, deeper product data isn’t just for better SEO—it powers AI tools, improves UX, and sets your brand apart. If your specs are buried in PDFs or blurry images, now’s the time to transform them into structured, searchable content.This Q4 could be the turning point for AI-driven shopping. The work you put into fixing your taxonomy and data flows now will pay off in organic growth, smoother user journeys, and readiness for whatever AI brings next.Find the notes here: https://keepopt.com/296**** 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

Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results.In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond.Dive in:[04:21] ChatGPT Citations vs. Google SEO[09:00] "Effective Content Structure Tips"[13:30] "Optimize FAQs for AI Search"[15:37] "Optimizing Offsite AI Citations"[19:24] Optimize Content for Reddit & Wikipedia[20:32] Insider Tips from Emily!AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for BothOne of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery.On-Site Optimisation: Structure and Unique Content Are Non-NegotiableThe episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends:Starting every page with a clear summary: AI bots skim rather than read, so front-load value.Chunking your content into short, digestible sections and using bullet points to make parsing easier for AI.Including FAQs—especially long-tail, user-driven questions—since AI search queries tend to be much longer and more conversational than those in traditional search.Finally, create content only you can create: focus on proprietary data, real-world experience, and unique perspectives—anything that couldn’t simply be generated by an AI prompt.Off-Site Tactics are Changing: Citations and Mentions Matter More Than Traditional BacklinksOff-site optimisation for AI no longer revolves solely around backlinks. Emily explains that AI search engines favour brand mentions and citations over links. It’s crucial to get your brand discussed on high-authority sites, in industry listicles, community platforms like Reddit, and on Wikipedia. Also, for Google’s Gemini AI engine, having relevant YouTube content is a significant advantage. Monitoring where your brand is being cited in AI results (using tools or manual checks) will highlight new opportunities for growth. Strategic PR, industry coverage, and “as-seen-on” mentions can have an outsized impact in this new landscape.Takeaways:AI search engines are changing the game! Your site needs clear structure—think summaries up top, FAQ sections at the bottom, and content the AI couldn't have written. Original insights win.Offsite matters more than ever. AI bots don’t care about backlinks—your brand just needs to be mentioned in blog posts, listicles, and even Reddit threads. Start boosting your visibility!Long-tailed queries are the new norm. With AI search, questions are longer and more specific. Use FAQs and comparison pages to answer what real people are asking and edge into AI results.Don’t forget your product pages! Chunk info, add product FAQs, and keep it simple. If AI can’t render your content (looking at you, JavaScript), you’ll be invisible.Stay ahead: Watch for ads in ChatGPT and others soon. PR and industry news coverage are key to appearing in AI search answers—the time to act is now.Find the notes here: https://keepopt.com/295**** 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

Iva Jovanovic is an SEO and content strategist working across a range of industries, and for brands big and small. She also speaks at events across Europe and is involved in organising many SEO and Tech events in Serbia.In this episode, Iva breaks down the bad SEO practices that can seriously damage your rankings, traffic, and long-term growth — and how eCommerce brands can avoid them.Dive in:[05:05] "SEO Mistakes to Avoid"[08:26] "Black Hat SEO: Link Farming"[12:22] "Cloaking and Keyword Stuffing"[16:30] Avoid Duplicate or Plagiarized Content[20:08] AI vs Human Content Creation[23:25] "Prioritize Key Pages in Menus"[25:17] "Continuous SEO Is Essential"[27:22] Insider Tips from Iva!Bad SEO doesn’t just slow growth — it can wipe out your trafficShortcuts in SEO almost always backfire. Tactics like link farming, hidden links, or keyword stuffing can trigger penalties that are hard to recover from. Some sites see traffic disappear overnight after an update. For eCommerce brands, this means lost product visibility and fewer sales. Once trust is damaged, rebuilding rankings takes time, money, and patience. Clean, honest SEO is always cheaper in the long run.Many SEO problems happen by accident, not intentSome of the most damaging SEO mistakes are simple oversights. Sites are often launched with “noindex” settings still turned on. Location or category pages get copied with little change, creating duplicate content. Website structures become messy as new products and pages are added. Search engines struggle to understand what matters most. Regular technical checks can prevent months of lost traffic.SEO is not a one-time project — it’s ongoing infrastructureSEO works more like store maintenance than a campaign. You cannot “set it and forget it” and expect results to last. Brands that stop investing often see traffic fall six to seven months later. Search engines and AI tools reward sites that keep improving. For eCommerce teams, this means continuous optimisation of content, structure, and user experience. Consistency is what protects revenue over time.Takeaways:Want lasting SEO success? Iva Jovanovic says it’s never a one-time setup. SEO needs consistent attention, just like any relationship that matters for your brand’s future online.Linking your sites together in a sneaky way might feel clever, but Iva Jovanovic warns it can lead to long-term damage and a ranking crash. Build links that truly add value instead.Mistakes happen—even accidental ones like leaving your new site “noindexed.” Iva Jovanovic highlights that small tech slip-ups can quietly destroy your visibility. Double-check and stay curious!AI tools? Use them for inspiration, not as your voice. Iva Jovanovic reminds us quality content is always human at heart. Stand out by sharing your unique story and perspective.Culture in the digital world is about ongoing learning and curiosity. Iva Jovanovic encourages exploring, experimenting, and always looking to improve—both for yourself and your brand’s online presence.Find the notes here: https://keepopt.com/294**** 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

We're getting ready for the release of Episode 300!Here's Chloe to let you know how to get involved.Submit your top tip for growing an eCommerce store with awesome marketing here: https://keepopt.com/300**** 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

Abhishek Chandra is the Chief Revenue Officer at GoKwik. Founded in 2020 their focus is on helping eCommerce brands unlock their growth by solving crucial challenges across the eCommerce funnel, including enabling success on WhatsApp.Drawing on GoKwik’s experience across thousands of brands, Abhishek, who has also been on the eCommerce MasterPlan podcast, breaks down practical WhatsApp strategies that improve retention, reduce support friction, and increase long-term revenue.Dive in:[03:31] "Transforming eCommerce with WhatsApp"[06:33] "WhatsApp Adoption Trends: East vs West"[12:58] "Engaging Customers Through Personalization"[14:26] "WhatsApp's Marketing Advantage Over Email"[20:01] "Effective WhatsApp Engagement Strategies"[21:39] "Gamified Reviews Boost ROI"[27:36] "Campaign Automation for ROI Growth"[29:04] "WhatsApp Marketing: Key Insights"[30:38] Insider Tips from Abhishek![37:06] Episode sponsored by GoKwik. Find out more at https://keepopt.com/kwikengageWhatsApp Works Best When You Focus on Customer Lifetime Value, Not One-Off SalesWhatsApp is not just another acquisition channel. It shines when used to build long-term customer relationships. Many eCommerce brands lose 60–70% of customers after the first purchase. WhatsApp helps close that gap through ongoing, two-way conversations. It supports post-purchase education, product tips, and helpful check-ins. This kind of engagement increases trust and repeat buying over time.Start With Abandoned Cart Recovery to Prove ROI FastAbandoned carts are the fastest win on WhatsApp. You already paid to get the shopper to your site. WhatsApp recovers over 20% of abandoned carts for many brands. This beats email and SMS by a wide margin. Start here to show value quickly before expanding into more advanced use cases.WhatsApp Blends Marketing and Customer Service Into One Powerful ChannelWhatsApp removes the gap between marketing and support. Customers can track orders, ask questions, and get recommendations in one thread. This reduces friction and builds confidence, especially for first-time buyers. Brands often see fewer support tickets as a result. At the same time, these conversations unlock cross-sell, upsell, and review requests.Takeaways:WhatsApp marketing is more than just a trend—it's transforming how brands connect with customers. Personal conversations, instant feedback, and genuine engagement create real relationships that boost lifetime value.Asia’s WhatsApp adoption shows us the future: business and culture blend seamlessly. Western markets are just waking up—don’t wait to learn from global leaders. Success starts with curiosity and collaboration.On WhatsApp, the boundary between service and marketing disappears. A birthday wish, an assemble-your-table video, a review request—these moments make customers feel seen and heard. Culture thrives on authenticity; tech should amplify it.Customers don’t want another faceless brand. WhatsApp lets founders send direct video messages, gamify reviews, and even spotlight happy pets online. The magic of culture is connection—digital tools help us make it personal at scale.AI agents on WhatsApp are coming fast. Imagine instant support, assisted buying, and marketing—all in one chat. The brands that embrace tech while respecting human connection will set new standards for culture-led commerce.Find the notes here: https://keepopt.com/293Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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

Alice Brown is the founder and narrative strategist at Seventh Wave Stories, where she helps brands connect to their customers throughout the customer journey.In this episode, returning guest Alice shares how she’s using WhatsApp communities to uncover powerful customer insight, build trust, and shape better marketing decisions—without turning WhatsApp into a sales channel.Dive in:[06:32] "Validating Recovery and Performance Messaging"[12:15] Building Engaged Communities on WhatsApp[15:42] "Understanding Customers' Deep Motivations"[20:52] "Successful WhatsApp Groups Explained"[22:14] Founders' Motivation and Team Dynamics[27:18] Successful WhatsApp Group Strategy[29:48] Insider Tips from Alice!A WhatsApp community only works if it is not a sales channelWhatsApp groups fail when brands treat them like broadcasts. Customers do not join communities to be sold to. They join to learn, share, and feel understood. Trust grows when conversation flows both ways. Sales then happen naturally, not through pressure. For eCommerce brands, the real value comes from insight and loyalty, not instant revenue.The right people matter more than the number of peopleSmall, curated groups outperform large, open communities. Engagement drops fast when members do not feel connected to each other. The most effective WhatsApp groups are built around shared motivations, not demographics. This means inviting customers who face similar problems and want to learn together. For eCommerce teams, this approach leads to better feedback, stronger relationships, and higher long-term value.WhatsApp groups reveal customer insight you cannot get from surveysCustomers speak differently when they are relaxed and not being “researched.” In WhatsApp groups, language is more honest and emotional. This reveals real objections, motivations, and frustrations. That language is gold for product pages, ads, emails, and content. eCommerce brands that listen closely can replace guesswork with real customer voice.Takeaways:Building community in WhatsApp groups isn’t about numbers—it’s about creating genuine connections. If you want real engagement, focus on who you invite and curate spaces where people can learn from each other. Quality over quantity!Research calls are great, but WhatsApp groups offer ongoing, organic insights. When people feel comfortable and valued, their honest motivations emerge naturally. That’s where cultural gold lives—in everyday conversations.True community happens when members interact without constant moderation. If people celebrate, share struggles, and genuinely connect, culture thrives. It’s not a broadcast channel, it’s a space for real relationships.Group dynamics work best when built on shared aspirations—not just demographics. Bringing together people who can learn from each other creates vibrant, resilient culture. Find those overlaps to spark authentic engagement.Don’t treat WhatsApp groups as one-way sales channels. Give members room to express, encourage vulnerability, and facilitate learning. Reciprocal relationships set the stage for long-term brand loyalty and advocacy.Find the notes here: https://keepopt.com/292Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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

George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council.In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves.Dive in:[05:59] "Targeted WhatsApp Consent Strategy"[09:21] WhatsApp Outperforms Email Revenue[12:47] Act Now: Novelty Won’t Last[15:07] "Brands That Act Win"[19:43] Insider Tips from George!Start WhatsApp with existing customers, not new leadsThe strongest results came from messaging people who already trusted the brand. The team did not use WhatsApp for acquisition. They only collected opt-ins from existing buyers and subscribers. This reduced risk and kept costs under control. It also meant messages felt expected, not intrusive. For eCommerce brands, this is the safest way to test a new channel.WhatsApp can massively outperform email when used correctlyIn this test, WhatsApp generated far more revenue per recipient than email. The list was much smaller, but engagement was dramatically higher. People open WhatsApp because it feels personal. There is no crowded inbox or promo tab to fight against. With clear offers and proper consent, WhatsApp can drive real sales. It should be treated as a revenue channel, not just a support tool.Move fast while WhatsApp still has a novelty advantageWhatsApp works so well right now because it is still new for marketing. Customers are curious and more willing to engage. That advantage will not last forever. Costs will rise as more brands enter the channel. Brands that test now will learn faster and win earlier. Waiting too long means missing easy gains and clear insights.Takeaways:WhatsApp isn’t just for chatting with friends—brands are seeing jaw-dropping results when building direct, consent-based campaigns. The brands that test new channels now get ahead before the rest of the market catches on.Real-world WhatsApp marketing: one brand earned 9x more revenue per recipient on WhatsApp than email, simply by starting small with their loyal customers. Sometimes “less is more” isn’t just a saying—it’s a business strategy.The key to new platforms? Move quickly and don’t overthink. As George Caponaros shared, being an early adopter meant gaining insights and results competitors will be chasing for months.Consent matters more than ever. You can’t just start messaging everyone—true permission is central to success and crucial for customer trust. Start with audiences who already believe in your brand.The WhatsApp “novelty effect” won’t last forever. Now’s the perfect window to experiment, learn what works, and build your next community before your competitors even start.Find the notes here: https://keepopt.com/291Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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