Small talk

Everything You Need to Know to Leverage Instagram’s Algorithm

Want your business to appear at the top of every Instagram user’s feed?

What sounds like a terrible sales pitch is actually more realistic than you might think.

Getting your Instagram marketing efforts in front of the right people at the right time is all about conquering the platform’s algorithm.

And thankfully, Instagram’s algorithm isn’t like the black box of Google’s.

In fact, since announcing the introduction of the Instagram algorithm in 2016, it’s been a pretty transparent feature.

Then, we got a real look under the hood of the new Instagram algorithm in 2018.

At a press conference, Instagram reps discussed in depth the factors that are measured by the algorithm.

Instagram algorithm - scroll Feed
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So, what does the new Instagram algorithm mean for you in 2018?

Well, if you want to advertise on Instagram in the most effective an efficient way possible, you need to understand the mechanics of the platform.

That’s why we’re investigating the most important ranking factors of Instagram’s algorithm.

We’ll also look at Instagram marketing tips you can integrate into your strategy that leverage the algorithm’s functionality.

By incorporating the algorithm into your Instagram marketing, it ensures your brand message appears to more of the right people at the right time.

And it’s probably already clear, but that’s the key to more engagement, conversions, and revenue.

Instagram algorithm - timing
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The New Instagram Algorithm Ranking Factors in 2018

Before Instagram introduced their algorithm in 2016, posts were organized only in chronological order.

As a result, people were missing out on 70% of posts that would’ve been important or relevant to them.

After the new Instagram algorithm, users were now seeing 90% of their valued posts, and spending more time on the app.

While Instagram calls these 90% of posts “friends and family” content, this can actually include posts from brands users engage with frequently.

The point is, “friends and family” posts are determined by certain factors within the Instagram algorithm.

Let’s look at those now.

Instagram algorithm - interest

Interest: How Much Will a User Care About Your Post

Your Instagram marketing content should align with your target audiences’ interests.

But how do you know if users are interested in what you’re posting?

The Instagram algorithm determines if users are interested in a post based on a few things.

One way is if they’ve engaged with content similar to yours in the past.

This could be a genre, a specific topic, etc.

In the example above, the user engages frequently with food-related content.

As a result, New York Magazine’s food section, Grubstreet, appears higher up in their feed.

Even if your Instagram posts don’t earn as many likes as others, it can still achieve higher visibility in the Feed based on user interest.

It’s one of the reasons why the Instagram algorithm is so valuable to understand: You can still have a successful Instagram marketing strategy without a huge user following.

Instagram algorithm - recency
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Recency: Timing Still Matters 

The Instagram algorithm assumes content from a few minutes ago will be of more interest to a user than a post from a week ago.

As a result, the platform will usually show more recent posts.

In fact, it was announced that recency was integrated directly into the new Instagram algorithm in 2018.

So, make sure when you advertise on Instagram at the best times possible.

By following the standardized Instagram marketing best practices while A/B testing for your own audience, you can discover the time for posting that works best for your business.

Instagram algorithm - relationship
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Relationship: Engagement Proves Closeness

The Instagram algorithm determines how close you are to another user based on engagement.

It’s a two-way street, however.

This means that you liking and commenting on one account matters just as much as that account reciprocating the engagement.

When you regularly interact with another account – and they interact with you – this signals a closeness in relationship.

As a result, the Instagram algorithm rewards this by increasing the visibility of these “best friend” accounts in your Feed.

For brands advertising on Instagram, this means that engaging back with followers is just as important as them interacting with you.

Consistently engage with your audience.

Additionally, optimize your Instagram marketing strategy over time by seeing which posts garner more engagement.

Then, you can craft more content similar to this and ensure the cycle of engagement continues.

Instagram algorithm - home

Additional 3 Instagram Algorithm Factors to Consider

Along with the three primary signals involved in the Instagram algorithm, there are a few secondary factors.

They are as follows:

  • Frequency: How often you open the app determines the posts you see. Open it less often, and posts from a few days ago may appear. Click in multiple times a day, though, and minutes-old posts may appear.
  • Following: The more accounts you follow, the fewer the frequency of posts from the same account appearing in your Feed. When you follow fewer people, the Instagram algorithm is choosing from a smaller selection. Therefore, more than one post from the same account is likely to appear.
  • Usage: How long you spend browsing on the app is also a factor. When you’re on Instagram for shorter bursts, your Feed will only show the most relevant content. If you like to browse for longer, the algorithm shows you a catalog of content with wider breadth and variety so you’re more likely linger.   

Instagram Algorithm Marketing Tips

So now that you know what factors are involved in the new Instagram algorithm for 2018, how can you leverage it in your marketing strategy?

There are a few Instagram marketing tips to keep in mind for making the most of this feature.

Instagram algorithm - Stories DAUs
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Enhance Engagement and Interest Using Instagram Stories

Instagram Stories are one of the most effective ways to advertise on Instagram.

They boast 300 million daily active users.

And 1 in 5 Stories posted by a business gets a direct message from a user.

With such high potential for engagement, Instagram Stories can be a great way to earn likes and comments from followers.

Also, as your audience views your Story, it signals to the Instagram algorithm that you’re interested in the account.

You can enhance the level of interaction even further by including features like polls or contests directly within your Story.

Instagram algorithm - Food52

Food52 includes a CTA in their story that directs users to their website.

You can use an Instagram marketing strategy like theirs to drive web traffic.

Additionally, including these interactive elements ensures the instagram algorithm favors your content when users engage with your posts.

Promote Back-and-Forth Conversation in Your Captions

As noted above, the new Instagram algorithm in 2018 doesn’t just reward one-way engagement.

Instead, you need to incorporate reciprocal interaction into your Instagram marketing strategy.

When a user comments on your post, be sure to follow up and continue the dialogue.

Similarly, call out a branded hashtag users can use in their photos.

You’re able to track when they use it, and then decide how to engage (e.g. comment, regram).

This signals to the Instagram algorithm that there’s interest and a relationship between your brand and your followers.

Instagram algorithm - Food52 #2

Food52 again is excellent example of this Instagram marketing strategy.

They call out a branded hashtag (#f52familystyle) in their caption.

They then describe what using the hashtag means and why followers should use it.

Promoting this two-way street of engagement benefits your brand when it comes to leveraging the Instagram algorithm.

Use Instagram Ads to Get the Word Out

If you have a time-sensitive event or promotion you’re looking to advertise on Instagram, sometimes waiting for the algorithm to work its magic on your post just won’t do.

In cases like these, boosting your Instagram posts can come in handy.

By either partnering with an Instagram advertising agency or launching Instagram ads on your own, this is a useful strategy for immediate results.

Instagram algorithm - Eataly

Sponsored ads don’t rely on the Instagram algorithm to appear in News Feeds.

For an event like Eataly’s Fall Food & Wine Fest, they needed to get the word out immediately to audiences before the October 5 deadline.

There’s still the matter of selecting the right audience to display your Instagram ads to.

However, this Instagram marketing strategy lets you work outside of the platform’s algorithmic limitations.

Keep in mind, though, that you’ll want to integrate an organic Instagram marketing strategy even if you’re using Sponsored ads.

Doing so will not only save you money, but also ensure your brand appears – at the right time – in Feeds to more users than just your ads.

Make the Instagram Algorithm Your Ally

The new Instagram algorithm can be your key to earning your best ROI in 2018 – and beyond.

Understanding how to leverage it in your Instagram marketing strategy can earn you greater engagement, conversions, and sales.

When you combine your organic Instagram marketing with boosted ads, you can take full advantage of the platform.

And integrating the Instagram algorithm into your strategy is the best way to maximize the success of the organic side.

Keep these Instagram marketing tips in mind as you launch and optimize your campaign.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #97

Get the latest Taktical tricks and tips, plus more insights delivered each week: Sign Up Here.

Taktical tricks and tips

Growth Hack #1 – Reduce Image Size by 50% for Better SEO:

Lots of people forget that a big part of your Google rankings is based on how quickly your website loads.  You can check yours with Google’s own “Pagespeed Insights” tool.

The most common problem facing websites is unoptimized images.

SEO ninja Jacob Hagberg suggests this quick hack: Optimize images with the “LOSSY” Filter from

This reduces the image size by 50% without loss of quality.

Source: Jacob Hagberg at InitialEffort


Growth Hack #2 – One Word to Increase Email Open Rate by 79%:

Your email subject line is the difference between a recipient opening or ignoring your message. Check out the impact in email open rates when you use one of these words in the subject line.


– Free: +2%

– Freebie: +26%

– Urgent: +79% 

– Thank you: +57%


– Cancelled: -40%

– Helping: -12%

 – Donate: -56% 

– Last chance: -45%



Taktical tricks and tips

 Growth Hack #3 – 2X More Leads With Fast Email Follow-Up

Fast email follow-up for leads (within 1 hour or better yet 1 minute) gets TWICE as high response rate and less time / fewer calls to qualify.

Get notified, then call them back immediately!

Some ways to get fast notifications:

– Email alert or Zapier to get lead notifications

– ToutApp or Hubspot for 1:1 email tracking notifications




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Small talk

2018 SEO Trends That Will Help Your Brand [Infographic]

According to Internet Live Stats, there are well over a billion websites in the world today.

This might make you wonder how to grow your brand amidst such huge competition.

Well, SEO comes to the rescue!

With the advent and growth of SEO marketing strategies, your brand can enjoy an unbelievable boost in visibility and sales.

Benefits of a Great SEO Strategy

According to an infographic from SEO Tribunal’s, 93% of online experiences start with a query on search engines such as Google, Yahoo!, Yandex, Bing, etc.,

Imagine how awesome it would be if your brand appeared at the top position of page 1 results for targeted keywords.

Build Trust With Customers

Being on the first page helps existing and potential customers to link your business with those specific keywords.

It also creates room for trust as companies on the first page are usually considered to be more reliable.

In other words, the more your pages and content rank high in the search engines, the more chances you have that users will see your content, associate keywords with your brand, and buy what you are selling.

Understanding these psychological factors of SEO marketing can help you formulate best practices for a strategy that works.

Save Money While Investing in a Long-Lasting Strategy

You don’t have to spend a dime on ads to make your website visible.

In fact, 70-80% of search engine users prefer clicking on organic results over paid ads.

Despite many fears that SEO is a fad that will die off soon, it is estimated that the SEO industry will grow to an estimated $72 billion by 2018 and $79 billion by 2020.

This unbelievable growth might be the reason why Google updates its search algorithm hundreds of times every year.

To help you understand and keep up with these changes in SEO marketing strategies, check out the colorful and informative infographic below.

It deals with everything, from the early days of SEO, the advantages of Google ranking, to the top companies that have successfully used SEO marketing to build their brands.

SEO strategies

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #96

Get the latest Taktical tricks and tips, plus more insights delivered each week: Sign Up Here.

Taktical tricks and tips

Growth Hack #1 – Make the Front Page of Reddit: 

Datastories analyzed 4 million data points to see what makes it to the front page of Reddit.

Here’s what they discovered:

#1. 5pm – 9pm PST is the hottest upvote time.

#2. Images get many more upvotes than text posts.

#3. Very positive or very negative posts perform significantly better than neutral ones.

#4. Text posts get more comments and stay on the front page longer.

#5. These 5 sub-reddits completely dominate the front page of Reddit: r/funny, r/pics, r/gifs, r/TodayILearned, r/gaming

#6. Putting a number in your headline increases the chances of being among the top posts.

#7. Internal self-posts live significantly longer than external posts.



Growth Hack #2 – Send Push Notifications After Work Hours for Maximum Impact:

Leanplum, a mobile marketing automation tool, broke down 671 million pushes to uncover some interesting trends on time of day targeting for push notifications.

Pushes sent and opened trends upward throughout the day, with a small peak around noon, a slightly larger one around 3pm, and the largest in the evening.

The post-evening trend is interesting: After 6pm pushes that were opened starts to trend higher, relative to previous hours. Meanwhile, pushes sent is lower.

This indicates that while mobile apps are delivering a ton of pushes leading up to evening, it’s more effective to time them post-evening, when engagement is highest.

This makes sense when you consider that after work, people are more likely to be winding down and checking their phones.



Taktical tricks and tips

Growth Hack #3 – +28% Conversion Rate With HTML Buttons in Email:

Campaign Monitor sent their emails with the Call to Action as a link at the bottom.

Then they changed the link to an HTML button like the one in the picture above.

Result: their click-throughs increased by 28%.

Buttons are more clickable than links.




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How To Guides

A 4-Step Guide to Setting Up Your Most Successful Ecommerce Business

How does a slice of a $4.5 trillion pie sound?

That’s the expected global revenue from ecommerce sales in 2021.

ecommerce strategy - ecommerce sales
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If you haven’t launched one already, now’s the time to figure out how to start an ecommerce store.

Even if your store is live, you should still look into optimizing your ecommerce marketing strategy.

However, learning how to set up an ecommerce business and maximizing revenue is much more than uploading product photos.

Everything from setting up how to process payment to deciding what shipping provider to partner with requires knowledge and understanding you may not have even considered.

And when it comes to ecommerce marketing, it’s important to know how best to stand out from the crowd.

It’s not so hard to enjoy a piece of this multi-trillion dollar pie.

However, you need to know what to expect.

We’ll discuss how to set up an ecommerce business in a step-by-step process.

Also, we’ll explore how to optimize your ecommerce strategy so you can maintain success.

1. Set Up a Payment Gateway for Your Online Business

You can’t start selling products and earning revenue if you have no way for customers to actually pay.

The importance of setting up a system for shoppers to pay is pretty self-explanatory.

If you already have a retail storefront. . .

If you have a brick-and-mortar location, make sure your POS integrates with your ecommerce site.

Shopify is an excellent example of an omni-channel POS.

ecommerce strategy - Shopify POS

They assist with setting up a branded online store, processing payments, and managing inventory.

By integrating with an online POS software, you ensure a seamless shopping experience for customers.

Other benefits of integration include:

  • Sharing customer data of both online and in-store shoppers
  • Providing customers with in-store options
  • Removing the need for manual data entry

If you’re only selling online. . .

If your ecommerce strategy is solely based online, you can bypass the need for setting up a POS and go right to choosing a payment gateway.

A gateway not only verifies billing information and funds, but is also a secure method for requesting and processing payments.

Some may require you to set up a merchant account.

ecommerce strategy - PayPal
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Others – like PayPal – host transactions on their site so don’t require a separate account.

Though these do offer peace of mind by handling all data security and PCI compliance, a modern gateway like PayPal or Stripe will charge higher per-transaction fees.

If you’re still small-scale, these fees aren’t overwhelming.

However, the more you scale your ecommerce strategy, the more these can add up.

Consider the turning point at which you use an integrated payment gateway, instead of relying on a hosted one.

Preferred Payment Methods of Ecommerce Customers

ecommerce strategy - payment methods
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One thing to keep in mind regardless of whether you’re only online or have a physical presence is that global payment preferences vary.

In China, for example, eWallet platforms like Alipay account for 62% of total payments.

Meanwhile, SEPA Direct Debit is the preferred payment method of 45% of European shoppers.

Overall, credit cards and digital payment systems are the most popular ways to pay (53% and 43%, respectively).

In all likelihood, you’ll have shoppers from all over the world.

In a recent Nielsen survey, 57% of online shoppers say they made a purchase from a retailer outside of their borders in the past six months.

Consider where in the world most of your customers live.

This will determine how they prefer to shop online, and you can then offer those options at checkout.

Don’t, for example, miss out on Germany’s 14.1 million shoppers that use Giropay if you have a strong following in that region.

2. Build Your Ecommerce Store

ecommerce strategy - bliss store

Choose a Platform

As you ask yourself how to start an ecommerce store, one of the things you’ll need is a platform for your business.

There are many things to consider when deciding what ecommerce platform is right for you.

ecommerce strategy - ecommerce platforms
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Among these, look for an online store platform that is:

  • Secure: The site should support HTTPS/SSL and be PCI-compliant.
  • Easy to integrate: Your ecommerce strategy can be a whole lot more effective if your platform provides integrations like email and accounting services.
  • The right price: You’ll have to pay for the platform, so consider the pros and cons of each before committing.

Cross-Platform Optimization

Additionally, you should set up your online business so that’s it’s accessible and optimized across both desktop and mobile.

ecommerce strategy - smartphone for ecommerce usage

Consider the fact that over 40% of online transactions in the U.S. were completed on a mobile device between June – September 2017.

Internationally, the number of smartphone shoppers also hovers around this percentage.

Clearly, having both a desktop- and mobile-optimized version of your store website is essential for any ecommerce strategy. 

Four Additional Best Practices

There are a few other points to keep in mind for how to start and ecommerce store.

First, make sure your site is in the language of shoppers.

Studies have shown that 75% of online shoppers prefer to make a purchase in their native language.

Second, include high-quality images of products on your site.

67% of online shoppers believe product images influence their purchase decision more than reviews or descriptions.

Third, provide filter options so shoppers can easily navigate your ecommerce store.

ecommerce strategy - Shopbop

Try to create filters and sorting options you think your customers would use – and include a few creative ones that you can’t find easily on competitors’ sites.

For example, ShopBop includes the ability to Sort By “Editors’ Picks”.

This engages people who are just browsing, keeps them on your site longer, and increases conversion potential.

Fourth and finally, show recent shopping history.

ecommerce strategy - NatureBox

Though it may seem like a small detail, reminding visitors what they recently viewed and related items is one of the most effective ways to cross- and upsell.

Regardless of your vertical, providing recommendations based on shopping history makes the ecommerce experience feel more personalized.

3. Find a Shipping and Fulfillment Partner

Options for ecommerce shipping and delivery will vary depending on the size of your business and what products you’re shipping.

Your three options for fulfillment are:

  1. Self-fulfillment
  2. Third-party fulfillment
  3. Dropshipping

Self-Fulfillment Ecommerce Strategy

ecommerce strategy - self-fulfillment model
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Direct fulfillment means you own your inventory and handle all packaging and shipping internally.

The major items to consider with a self-ship model include the following:

  • How much shipping cost do you pass along to the customer?
  • What type of packaging will you use?
  • Which carrier will you ship with?
  • Do you need more employees and extra space for your inventory, like a warehouse?
  • How about shipping software?

Shipping Rates

For shipping cost, consider offering free shipping to your customers.

ecommerce strategy - purchase decisions
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When checking out, 72% of online shoppers believe a free shipping option is important.

And based on research from Neto, it’s also the second most important factor when making a purchase decision.

If you offer free shipping, consider doing so only after a certain order size has been reached in order to save on costs.

Alternatively, you can pass along the cost of shipping to customers.

Doing so means opting to either charge real-time carrier rates or a flat rate.

Flat rate is best if you have products that are generally the same size and weight.


One of the major advantages of self-fulfillment is the ability to brand your packaging.

Consider your packaging an extension of your ecommerce marketing strategy.

ecommerce strategy - Everlane
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Brands like Everlane show the opportunities to personalize customer packaging.

Doing so increase customer loyalty and satisfaction.

Choosing a Carrier

When you’re ready to ship your product, you need to decide which mail carrier to send it with.

This is one of the most tedious parts of self-fulfillment because you need to print and process the packing label yourself.

It’s also a good idea to compare and contrast shipping rates among the major U.S. carriers to determine the best option.

ecommerce strategy - carriers
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Top companies like UPS, USPS, DHL Express are all worth investigating.

If you plan to ship internationally, consider what customs forms, duties, and taxes will be required.

Shipping Software

ecommerce strategy - ShipStation

To streamline fulfillment, consider adopting software that helps you manage and maintain shipping operations.

Whether you self-ship or partner with a third-party fulfillment center, these programs can be lifesavers.

ShipHero and ShipStation are both popular options to manage the entire fulfillment process from start to finish.


ecommerce strategy - third-party fulfillment model
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Major Benefits of Partnering With a 3PL

Third-party fulfillment allows you to hand off storage, packing, and shipping operations.

With this method, you have more time to focus on internal operations, like your ecommerce marketing.

It also saves you the headaches outlined above with self-fulfillment in terms of packaging and processing.

Additional benefits from third-party fulfillment include:

  • Additional storage space for your inventory: These vendors have fulfillment warehouses, which can accommodate massive amounts of inventory. This means you have a greater ability to scale up without worrying about how to expand your physical HQ.
  • Reduced shipping costs: A 3PL handles bulk shipments for multiple clients, so can offer you a better deal on your packing and delivery rates.

Disadvantages of Third-Party Fulfillment

Partnering with an outside fulfillment source can be costly and require you to bring on more employees to assist with fulfillment.

Warehouse storage, receiving, picking, and packing fees can all add up.

Before considering 3PL for your ecommerce fulfillment strategy, take a close look at the numbers.

Conducting a cost-benefit analysis will help you determine if having someone handle fulfillment for you outweighs the price.

Also recognize that you may lose the ability to brand your product as effectively as you’d wish.

By handing off control of packaging, you’ll have to come up with other creative, ecommerce marketing ideas.

How to Find a 3PL

ecommerce strategy - FBA

Deciding which third-party to work with depends on your vertical, the products you sell, and your sales volume.

One of the most popular 3PLs is Amazon (no surprises there).

Their Fulfillment by Amazon (FBA) services let you just ship your products to their fulfillment centers, and they handle the rest of the process of getting orders to customers.

You can also consider a niche third-party fulfillment partner.

For example, Printful is a 3PL focused on apparel, accessories, posters, and on-demand printing.

There are many other companies that are focused on providing services for specific industries, sales volumes, product weights, and more.

Finding the right one is a matter of research and trial-and-error.

Dropship Fulfillment

ecommerce strategy - dropship model
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The drop-ship model is unlike the other two in that you don’t actually own any inventory.

Instead, you purchase the product from a third-party vendor once an order is placed on your site.

Essentially, dropshipping hands off all responsibilities to an outside source, besides internal operations like ecommerce marketing and customer service

By purchasing your products at a premium from a wholesaler or other cheap distributor, you can make a profit.

There are certain high-margin products that you could look into in order to maximize this ecommerce strategy.

Benefits of Dropshipping

Clearly, the major benefit of dropshipping is not worrying about any of the hassle of stocking inventory, packaging, and shipping.

ecommerce strategy

Because it’s so easy to get started, you can also use dropshipping for testing out new products.

Once you determine if there’s a demand for such a niche item, you can then create it on your own and either self-ship or partner with a 3PL.

The low overhead costs, ease of entry, and ability to scale also makes this an excellent ecommerce strategy if you want to sell a wide variety of products.

Disadvantages of the Drop-Ship Model

There are some big risks to dropshipping as a result of the completely hands-off process.

With zero control over quality, packaging, and shipping, you are vulnerable to more problems.

This makes it even more important to partner with a dropshipper you can trust.

The other major concern with dropshipping is its low profit margins.

By working with a middleman for product sourcing and shipping, you’re adding to your costs of doing business.

Additional considerations with dropshipping are:

  • the lack of branding opportunities
  • high competition
  • Additional errors that arise from relying entirely on a third party

What to Expect From Your Dropshipper 

ecommerce strategy - AliExpress

Once you find a dropshipper to partner with, there are certain things they’ll request.

The first is a product list that they provide based on what they manufacture and sell.

With this, a dropshipper will also provide a minimum price to set in order to achieve a profit.

They’ll also provide you with a fee structure.

This is often $2 – $5, and is a per-order fee to cover costs of packing and shipping.

As is often the case with wholesalers, you can expect there to be a minimum order amount.

This is a safeguard on behalf of the dropshipper that ensures they’re only dealing with reliabel merchants.

You should offer to deposit at least $500 to your account that can be used as credit towards your orders.

This allows you to avoid making purchases that doesn’t correspond to customers’ orders, while still fulfilling the minimum purchase amount.

4. Get Customers to Your Ecommerce Site With the Right Marketing Strategy

ecommerce strategy - social media importance

One of the final pieces to consider in how to set up an ecommerce business is your marketing strategy.

Finding new customers, building loyalty, and establishing a brand identity should all be goals of your ecommerce marketing strategy.

So what is ecommerce marketing?

These days, more and more ecommerce marketing is through social media channels.

This, combined with the effectiveness of Amazon and Google Shopping ads means ecommerce PPC marketing is becoming more lucrative than ever.

ecommerce strategy - Facebook CPM and CTR

Consider the following:

Best Practices for an Ecommerce PPC Marketing Campaign

ecommerce strategy - Amazon's share of ecommerce
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Pick Your Platform

Deciding where to advertise your online business is the first step in an ecommerce marketing strategy.

Amazon, Facebook, and Google all lead PPC marketing spend.

However, there’s also Instagram, which boasts over 1 billion active accounts, 80% of which follow a business on the platform.

ecommerce strategy - Mia Melon Instagram

Plus, making a sale on Instagram is easier than you think.

And don’t forget Pinterest.

ecommerce strategy - Pinterest ads

This platform boasts a 61% purchase rate from users after they’ve seen content related to a business.

Don’t think you need to limit yourself to just one platform.

In fact, expanding your ecommerce PPC marketing strategy across more platforms means greater visibility and access to wider audiences.

Just be sure to always have a target audience in mind.

Also, track your results so you’re not needlessly spending.

Optimize Your Ads

Each platform will have different practices for optimizing ad copy, images, CTA, etc.

On Facebook and Instagram, the key is to create on-brand copy and an eye-catching headline.

Additionally, the image should be relevant and high-quality.

ecommerce strategy - Chinese Laundry

Take a look at the ecommerce PPC marketing ads from Taktical client, Chinese Laundry.

The snarky yet concise copy relates to audiences while still providing value and announcing the promotion.

The headline is descriptive and helpful, with a clear CTA that tells customers what action to take.

Lastly, the image is minimalist, bright, and relates directly to the content of the ad.

For other platforms like Amazon and Google, your ecommerce marketing strategy should shift.

ecommerce strategy - Amazon ads

Optimization on these sites still includes engaging content.

However, additional features like customer reviews and a keyword-stuffed headline can be included.

ecommerce strategy - Google Shopping ads

There’s also often a lack of a CTA on these ads.

This means on sites like Amazon and Google, your ecommerce marketing success depends only on the image, headline, price, and customer reviews.

Track Your Results

ecommerce strategy - kissmetrics

In order to prove your ecommerce PPC marketing strategy is truly a success, you need to analyze your campaign’s performance.

There’s plenty of ecommerce software out there to help you accomplish just that.

Alternatively, if you work with a top ecommerce marketing agency, performance reporting is part of the package.

They’ll ensure you have the most up-to-date reporting and analytics.

Additionally, they’ll provide expert insight into ecommerce marketing optimization strategies that you can apply for the lifetime of the business.

ecommerce strategy - abandonment rates
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Some major ecommerce metrics to track include:

  • Sales conversion rate
  • Customer lifetime value
  • Customer acquisition cost
  • Average order value
  • Shopping cart abandonment rate

Set Up, Launch, and Optimize Your Ecommerce Business  

Now that you know how to start an ecommerce store, it’s time to put the ideas into practice.

Your success depends on you overall ecommerce strategy.

With the right combination of savvy decisionmaking, marketing, and optimizing, you can have your most profitable online business.

Use the tips above as you begin the process of setting up your ecommerce business.

Then, let your intuition and the analytics lead you towards earning the best ROI possible.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #95

Get the latest Taktical tricks and tips, plus more insights delivered each week: Sign Up Here.

Taktical tricks and tips

Growth Hack #1 – Increase Conversions 40% Using Data:

One of these two headlines performed better than the other:

1st – “The simple test that increased our referrals”.

2nd – “The simple test that increased our referrals by 30%”.

The second looks more promising. But by how much? +40%!

Data makes your headlines stronger.

Here is the go-to massive resource with all kinds of data for more compelling headlines:


Growth Hack #2 – Convert Trial Users to Paid Faster With a Discount:

Does your product have a free trial? If so, you know how important it is to get people to stay on after the trial period ends.

Try this: Somewhere in the middle of that trial, offer users a one time chance to end their free trial early in exchange for a big discount on the first month of using the product.

Send an email, text, or push notification from your app that reads something like: “End Trial Now – Get 1 Month Free. This special offer expires in 59:59 minutes [countdown].”

Source: GrowthHacks

Taktical tricks and tips

Growth Hack #3 – Improve E-Commerce Conversions by Removing Social Share Buttons: removed social sharing buttons from its product pages. This increased ‘add to cart’ actions by 11.9%.


The number of shares on most of the product pages was zero. While a high number of shares and likes act as a positive reinforcement, the opposite is also true. A low number of shares breeds distrust in the mind of the customer about both the company and the quality of the product.

Social proof can work both ways.



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Small talk

Finding the Right Brand Tone of Voice for Different Audiences

Let’s play a game of “would you rather”.

Would you rather: Interact with a company that makes it feel like you’re talking with a friend or one that’s so formal it sounds like it’s run by robots plotting world domination?

brand tone of voice - Star Trek GIF
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Ok; we’ll admit that the latter actually sounds like a cool concept in a sci-fi movie, apocalypse sort of way.

But, that doesn’t mean it makes for a good content marketing strategy.

The most successful tone of voice in advertising content makes audiences feel something.

Brands that find ways to connect with their audience members and tell an authentic story are more likely to achieve their goals.

Use the right brand tone, and your success comes regardless of whether you’re promoting B2B or B2C products.

But, it’s not like every successful company publishes the same advertisements.

You have a unique target audience and product that will influence your content marketing strategy.

What successful organizations all share, though, is a strong brand tone of voice.

If you want to create unique copy and engage customers, you first need to define your brand voice.

After all, you don’t want customers to be thinking this:

brand tone of voice - tone GIF
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Why Brand Voice In Advertising Matters

Establishing a brand tone that resonates with your target audience can elicit certain emotions.

Considering purchasing decisions are influenced by how customers feel, creating these feelings through content marketing can contribute directly to increased sales.

However, having a distinct brand tone of voice is essential for reasons that go beyond boosting your ROI.

It’s also a way for companies within the same vertical to distinguish themselves and forge deeper connections with customers.

If you’re wondering how to find your target audience, establishing a unique personality will help.

With a clear brand tone, you’ll find yourself attracting an audience that’s interested in what you have to say.

Also, your company will be putting forward a distinct point of view that can help define the brand identity and boost customer loyalty.

Establishing a Brand Tone of Voice

A brand voice is one of the most important parts of defining yourself as a company.

Plus, remaining consistent with how you speak and interact with your target audience is a great way to keep them coming back.

brand tone of voice - brand voice checklist
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Try to imagine what your company would sound like if it could talk.

Would it have a dry sense of humor or would it strive to be open and engaging?

What are its core values and beliefs?

What kinds of goods or services do you produce? Are you looking to sell B2B or B2C?

Considering these questions will help you in the pursuit of developing your unique brand tone of voice.

Once your brand has its own personality, it’s a great way to ensure you stay on track with your entire content marketing strategy.

Brand Voice for B2B Audiences

The tone of voice for B2B advertising is typically viewed as boring, unexciting, and predictable.

Many B2B companies fear being seen as unprofessional and unreliable if they stray towards less formal copy.

That’s the main reason that B2B copy carries the reputation it does.

However, depending on your target audience and type of product you carry, that doesn’t have to be the case.

Here are some examples of B2B brands with a tone of voice that don’t take themselves too seriously.

brand tone of voice - MailChimp ad #1
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MailChimp Gets Creative

MailChimp is a great example of a B2B company that still has fun with their content marketing.

They don’t just share information about their platform.

Instead, they inject doses of liveliness throughout their feed via copy.

By incorporating this brand tone with diverse types of content, they seek to engage their target audience beyond encouraging readers to sign up for their service.

With personal images, MailChimp manages to show off their company values.

Just take a look at the ad above: The cat is even wearing the MailChimp mascot on its head.

The company likes to have fun, but it also like to help people succeed with email marketing.

brand tone of voice - MailChimp ad #2
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This is the brand story they tell through their tone of voice and ad creative.

By including topical and dynamic content throughout their feed, MailChimp achieves the perfect balance between professional and approachable.

brand tone of voice - Slack ad #1
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Slack is Part of the Team

Slack is a collaborative tool that allows coworkers to collaborate through a fun and intuitive interface.

The platform recently passed 6 million daily users, proving that it’s an integral part to many business’ daily function.

Plus, with 55% of its users based outside of the US, it’s a great way for remote teams to keep in touch.

brand tone of voice - Slack ad #2
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Slack does a great job promoting itself online through a winning content marketing strategy.

The company provides fun, productive environments for collaboration – and that’s reflected in their brand voice.

Their target audience is varied but intended for professional use, and so Slack comes across that friendly coworker anyone can love.

A B2B company has to strike the perfect brand tone between friendly and professional while still being informative.

If your copy is too robotic, it will likely turn people away from your products.

However, if it’s too casual or feels inauthentic, it could have the same effect.

Discovering and maintaining a trademark tone of voice in advertising will allow you to find a happy medium and help you figure out how to find your target audience.

brand tone of voice - Office GIF
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Brand Voice for B2C Audiences

Advertisers usually have a bit more freedom when it comes to B2C content marketing.

Since they’re selling directly to clients, tone of voice in advertising can often take on a more emotional, informal approach that puts the customer at ease.

Some brands choose to communicate with customers like they’re a friend, while others just like to have fun.

But, when creating B2C advertisements, it’s essential to adjust your brand tone to your target audience.

You don’t want to be publishing and sharing content that’s completely off-base.

brand tone of voice

B2C Considerations

When it comes to making copy for a B2C brand, it’s essential to understand your audience.

First, consider how best to find your target audience.

Then, ask yourself the following:

  • What do they feel passionate about?
  • Do they like a more personal connection?
  • What is their age and gender?

It’s also important to get to the point.

In B2C advertising, the point is to sell your product each time a customer sees your ad.

brand tone of voice - McDonald's

McDonalds Appeals to the Appetite

As of 2017, there were 37,241 McDonald’s around the world.

Additionally, the golden arches are one of the most easily recognizable logos.

Besides being affordable and fast, how do they advertise their products?

The answer: Through attractive images and a snappy, to-the-point brand tone of voice.

Consider the McDonalds advertisement above.

The goal of this ad is to get people to go to a McDonald’s and buy a hamburger.

The copy gets straight to the point, so there’s no way viewers will misconstrue what the ad is trying to get them to do.

brand tone of voice - Milk Makeup #1
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Milk Makeup Can Hang

Internet favorite brand Milk Makeup has an extremely clear tone of voice.

Their clients are typically millennials or part of Generation Z, and Milk Makeup capitalizes on internet trends and pop culture without going over the top.

As founder Zanna Roberts Rassi explains, “We never want to be too cool, because then you’re alienating….You want it to read like your friend talking to you….Because we’re a utilitarian brand, our voice should be utilitarian….”

This clear point of view and understanding of the brand comes through strongly in their marketing copy.

It’s particularly clear in their email marketing strategy.

Take a look at the tone of voice in their abandoned cart emails:

brand tone of voice - Milk Makeup abandoned cart

The brand tone of voice shines through clearly.

They’re still enticing you to make a purchase.

But, Milk manages to avoid being overly aggressive and instead comes off like a friend giving you a casual reminder.

brand tone of voice - Milk Makeup #2

Their sales emails are equally effective.

The brand tone of voice remains low key and helps to make their customers feel comfortable.

With colorful graphics that back their relatable and often humorous copy, Milk manages to fit right in with their target audience.

It’s clear to see how different brands cater to different audiences through their content marketing campaigns.

Find your target audience and you’ll be able to uncover your brand tone of voice – no matter what your industry is.