Sam Robson

SEO plays a massive part in any brand's growth strategy. If not already, it will soon be turbo-charged with the advent of LMAO. LMAO, Language Model & AI Optimisation, is the inevitable optimisation of online results for training language models. It's not a matter of IF but WHEN and HOW. The content you feed today to the internet might be tomorrow's truth on an AI-powered search response or assistant. Unless some decent checks and guards are put in place to guarantee this doesn't happen, which we are very far behind, we will surely need to start considering the consequences and impact of LMAO. #llm #ai #seo #fakenews #skynet #lmao

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Looking to reduce abandon basket rates from your eCommerce website in the UK? There are 3 recommendations that should allow you to refine your approach based on our experiences 1.Repurpose social proofing from your customers ratings and reviews. 2. Tailor messaging based on consumer behaviour 3. Utilise data to drive individualised product recommendations. All of these areas are not only possible across digital marketing efforts but now also extend across traditional channels as well like Postal Marketing. Why choose post? Because it is not saturated and it gets noticed. Paperplanes can help you understand how data can drive relevance and ultimately conversion. Get in touch to find out more info@paperplanes.co.uk #paperplanes #abandonbasket #marketing

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Over the next few weeks we'll be publishing a series of articles about how to get started on TikTok Shop. First step are to understand the eligibility criteria and create your account. Here's our quick and easy to follow guide for all UK sellers #tiktokshop #marketplaces

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So I’m watching the England match and booking.yeah pops up on the ad boards. Ooooh, I wonder what cool shit they're doing, I think. Hmmmm…. Booking.com floats past on the boards. Y’know their domain and shit. The one they've had forever. But booking.yeah - it sounds like they’ve done some cool shit for the Euros. Erm. Nope. I’m not even sure .yeah CAN exist - and worse still it looks like they've been running this campaign on and off for over a decade. ““The Booking.yeah campaign used to be more boisterous,” says Nigel Wolstenholme, Head of Brand Strategy and Planning at Booking.com. “But the world is in a different place now, and our customers’ needs have evolved. That means the campaign is subtler and more reassuring. It’s gone from the original cry of excitement to more of a sigh of relief. The realisation that they, the customer, got it right by booking a stay on Booking.com, and they’re supported every step of the way."” Whaaaaaa? “Booking.yeah serves as a reminder to guests that we do a lot of work to make sure only the best accommodation – like yours – makes it onto our platform.” BUT IT TAKES YOU TO NOTHING PART FROM GOOGLE RESULTS ABOUT NOTHING APART FROM BUZZWORDS AND BULLSHIT. I’ve probably missed something big, but y’know you have to do something at half-time. Smacks of silo’d departments, flown in consultants and just what-the-fuckery. Fingers crossed for a few more goals. 

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We helped a client get 231.77% YOY growth in month 1 and year to date 😃 We took in a client in the supplements category and started at the end of December. We grew them very quickly and have sustained the growth since. Here is what we did: 1) Revamped all PPC and restructured it (reducing acos to 13.4% from 21.6% whilst increasing ppc sales by over 50% 2) We ran many experiments. Most products had the same packaging so made sense to really hone in on which main image worked. We ended up with one showing the pill itself next to packaging which increased conversions by 19% 3) Filled in every part of the listing backend. As Steven Pope says, thats low hanging fruit and important for visibility 4) Qualified them for premium A+ with a little hack and created and tested it (The first premium A+ we did actually converted less so good thing we tested and redid it!) 5) Made sure they had the buy box fully and alerts for competitive price matches they were getting from off amazon 6) Structured the listings to share reviews more with weaker products by adding them into a variation 7) Better brand defence PPC to encourage cross selling and winning frequently bought together 8) Worked on subscribe and save funding and repeat buys. LTV of customer. We are happy with the progress and next steps is to go to the US and conquer there with the brand. The brand is 4 times more expensive than the top competitor and still gains market share. I don't think amazon is super complicated at its core. Things that drive traffic + things that aid conversion. #amazon #amazonfba #amazonppc #amazoncasestudy

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Libby share's some great tips on how to make your Google Ad campaign more effective!

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In the 2000’s digital teams and agencies were the ugly ducklings in advertising that were misunderstood and constantly sidelined by the non-digital agency team members. So, in order to prove our relevance we hung our stupid hat on the click-through rate (CTR) for banner ads. I know, I was there and experienced first hand. I personally designed and art direct hundreds of banner ads, all with creative options for A/B testing. We are still suffering from that decision today. There are times when it’s critical in the buyer's journey like search, research, and DTC brands where you can order something easily and does not cost an arm and a leg, but I’d argue not much else. Major purchases are usually brand considerations, not snap decisions done in an instant click. It takes time to convert a buyer, and in the end that buyer either searches for the product, goes directly to the website, looks up a location to buy your product, or drives to the store with intent to buy, or buys by impulse while out shopping. (already with a buying mindset) Dollar Shave Club, one of the first big DTC brands, sold millions of razors because of their viral brand ad that brought attention, curiosity, and recall to men frustrated with paying outrageous prices for razors. Why are we still so fixated on the Click Through Rate as the holy grail of online advertising?

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Ever wondered why you may be getting more traffic but lacking enquiries or sales? Read our post on "What is CRO?". I've found in talking to clients recently that there seems to be a lack of knowledge when it comes to this little known marketing technique, despite everyone knowing what SEO is! I'm interested to know who else hasn't heard of CRO, be brave and leave a comment as it is something I am deeply passionate about, and would love to start the conversation. Knowledge is power! #CRO #WebDesign #ConversionRateOptimisation #SMEs

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Bit of an agency rant. Look away now. Can agencies please stop trying to frighten clients with spurious claims about their website being set up badly by gaslighting them with technical language to scare them to death? It took me two seconds to reply to my client's fears generated by this approach as the points they made were utter crap and easily dispelled. I get that a cold approach to a client is tricky, but try better services, new insight, or inventive marketing strategy rather than making stuff up which is total nonsense. End of rant.

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Out there in a dark corner of the internet are many Facebook Ad "agencies" who are secretly going to Facebook Groups and asking questions about how to run your campaigns. Really simple questions too. That's fine and all - we've all got to learn from somewhere and do something for the first time - but do you really want to risk your ad spend on a newbie who doesn't understand the difference between objectives? You need to make sure you are asking questions of your agencies that show they can handle your account with ease. Show you case studies and examples of work they have done before and get them to talk about it to your verbatim first before you sign. Don't risk it because you want to hire cheap and if you need advice on hiring a an agency, you know where Aunty Vicki is.

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How to make a networking event NOT horrendous…. 🤮 1. Make every guest feel welcome in the first 60 seconds 2. Proactively introduce your audience 3. No one likes being hungry 4. Role model being relaxed - tension is catching 5. Don’t overdress. See above, an OTT host is nerve-wracking 6. Always introduce yourself, even if people know who you are 7. Get drinks in hands fast (AF too) 8. Take all stress out in advance - make it clear when you can leave What have I missed?

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JB's Digital Update 2nd July 2024 This week, Google’s latest modifications keep us on our toes, from GA4 feature announcements to the disappearing continuous scroll. Meanwhile, the Fediverse rises, accurate tracking data is scrutinised, and Google’s NavBoost highlights brand favouritism. Let’s dive into these five digital marketing headlines and see what’s brewing! ➡️➡️➡️ https://lnkd.in/g-tYZ6mC Don't forget to Like, Share, Follow and Subscribe! 👍 #BelmoreDigital #DigitalMarketing #DigitalStrategy #SEO #SocialMedia #Analytics #CRM #SERPS #Fediverse

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Having reserve email accounts & ESP diversification will be a MUST moving forward. You could be doing absolutely everything “correct” in terms of deliverability But still have accounts get nuked out of nowhere with no understanding of why. Having accounts across different ESPs and in reserve in case of a rainy day will solve both a throttle in volume (from setting up new accounts from scratch + warm up) And can help you identify which providers are under/outperforming others. Deliverability tests are just as important as copy split-tests now.

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Here's what most people get WRONG about lead gen with PPC: 1. Not having a clear strategy 2. Not tracking and analysing data 3. Not optimising their landing pages 4. Not understanding their target audience But here's what we do at switcheroo.co.uk: 1. We define your target audience and create buyer personas. 2. We create compelling ad copy that addresses pain points and offers solutions. 3. We design landing pages that are optimised for conversions (clear CTA, minimal form fields) 4 We continuously test and optimise your campaigns based on data and insights. 5. We use retargeting to nurture leads and return them to our site. 6. We integrate our PPC campaigns with your overall marketing strategy. -- PPC can be a powerful tool for lead generation, but only if done right. Don't waste your ad spend on ineffective campaigns! #leadgeneration

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I’ve audited a few ecommerce performance max setups recently, and there’s a couple of themes that have come up. The first being that for some reason the shopping / listing structure tends to get neglected on the back end. I’m not sure whether it’s because people view it as Pmax, and there’s multiple areas to tend to. However, that doesn’t mean you should have -All Products as your only identifier on the backend. This offers no insight to you as an advertiser, or information around what categories or campaign types are working. Pmax does house multiple campaign types, however without a doubt the most important inventory for an e-commerce retailer is Google Shopping. This is where the majority of your ad spend on this format should be going. This means ensuring good hygiene across both your core feed and how your categories are formatted, and the structure on the front end. In some cases just running feed-only Pmax, or standard shopping Is better if you’re only getting junk placements across display and search. The second is that Performance Max often has its performance padded by branded terms. Pmax is a bit of a black box, and won’t share insight into what it’s bidding on. However, I fully believe that Pmax isn’t the place for brand terms, this in my opinion should be controlled with a separate campaign. This allows you to really pull out brand specific usps, and get insight into search volume (when paired with search console data). --- If you're not getting the most impact from your performance max campaigns or not sure if it's been structured properly, send me a DM and I will be happy to take a look and offer advice. #pmax #googleshopping #ecommerce #ppcstrategy

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People often ask during our pitches, "Why should we work with FUTCOM?" It's a great question, and here’s why 🤔 Average Agencies - Basic Management ✅ - Ads Management: They will run your ads and provide occasional reports. - Optimisations: They will make infrequent updates. Decent Agencies - Established Management 🔥 - Full Funnel: They will implement a comprehensive funnel approach. - Testing and Learning: They use data to shape their strategy and invest time in learning from their ads. - Omni-Channel Focused: They collaborate with your other teams to create a cross-channel strategy. FUTCOM - Consultancy-Based Management with Agency Delivery 🤝 - Internally Integrated: We engage with senior leaders to ensure our knowledge is on par with theirs. Our experience also spans both agency and in-house, giving us a comprehensive understanding of eCommerce, digital and business from all angles. - Driven by Partnerships: We not only collaborate with your team to build cross-channel strategies but also maintain long-standing partnerships with leading tech providers. We dedicate 50% of our time to innovation and exploring opportunities to enhance our strategies across digital as a whole, not just our work on paid social. - Optimisation: We are committed to optimising every touchpoint, from account structure and build to creative, experimentation, and analysis. We invest heavily in continually improving our processes to dominate the channel and funnel. - Selective Clientele: We choose our partners and clients carefully, working only with top-tier, disruptive businesses. This exclusivity allows us to maintain long-term relationships, with most clients staying with us since day one. It’s both a privilege and a huge responsibility! From day one, our mission has been to redefine what agency partnerships should be. I'm incredibly proud of what we've achieved so far, but there's still much more to accomplish 🚀✨

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There's a lot of new features on the way!! 🤩 LinkedIn has announced it will be launching Premium Company Pages, and whilst there is no confirmed date as of yet, we have been given a sneak peak at what some of the new features are going to look like. Some of them are 'nice to haves' but here are a few in there that could really change the way you use your LinkedIn company page for sales and marketing. For me, the main ones are: ⭐ Visitor Lists - Whilst not everyone will be visible due to privacy settings, getting sight of who has visited your company page is going to be a massive plus. Of course it will be what we actually do with the information that counts.. I recommend starting to think about how you might use this in your sales and marketing activity. ⭐ Auto-Invites - For me, my personal page gets me far more traction that my company page. However, my company page is an extension of me and I like to focus more of the sales led content there. Auto-invites will save a lot of time in manually inviting your connections to follow your business page. It might also help with insight as invites will be generated by engagement levels. Hoping this features forms part of the analytics! 🤞 ⭐ Custom CTA button - This is a real plus for lead-gen. At the moment you can only customise your CTA through paid LinkedIn Ads. Having this function available on your page will allow you to take control of how you want potential leads to interact with your page. I hope that 'lead gen forms' are part of this! ❓❓ What do you think? Will these new functionalities present any drastic changes for how you do things on LinkedIn? Is there anything you wish they had included that has not been included so far? And most importantly..... Are you excited to claim your badge!? 😂 (you know i am!) #linkedinmarketing #linkedmanagement #socialmediamarketing #socialmediamanager #marketingonlinkedin

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