Using Social Media For Ecommerce Growth

We had a beautiful customer newsletter... and no one cared. Up until the end of 2023, we had a highly designed version of the newsletter. It looked great, but it took a ton of time to pull together. Every send required custom images, specific copy lengths, and with no real guardrails on content, we tried to include ✨everything.✨ And it did… fine. But not fine enough to warrant the time it required and no clear strategy, so we stopped doing it. This year, I relaunched our customer newsletter — and doubled our engagement score and click-through rates. Here's the 4 steps I took to do it: 1️⃣ I redefined the purpose. The newsletter needed to be a valuable touchpoint for account managers — something that kept customers informed and encouraged them to explore more of the Lattice ecosystem through features, events, and content. Not salesy. 2️⃣ I scrapped the overly designed template and went plain-text. The emails now come directly from Account Owners (because who’s Kerry Wheeler anyways?). 3️⃣ We segmented our customers into three key groups and tailor content to each one based on what’s most relevant to them. 4️⃣ I implemented strong content guardrails. Every send now includes just two of the most relevant product updates, events, and resources — and it must be actionable today (no “coming soon” teasers). The results? Open rates held steady at ~50%, but engagement took off. Click-through rates more than doubled, and we’ve heard great feedback from both customers and AMs on how the newsletter has kept them informed and engaged.

If I was launching a brand on social media from scratch, here's my exact 90-day plan: Days 0-30: Foundation Building 1. I'd choose max TWO platforms to start - Instagram as my visual home base + community feature build and either TikTok (for faster growth potential) or LinkedIn (for B2B connections if relevant to my brand). Honestly, you could go hard on 1 and thrive! 2. Before posting anything, I'd create a content bible with: • visual themes that define aesthetic • 3-5 content pillars (behind-the-scenes, founder journey, educational content, customer spotlights, cultural commentary, etc. roll up to final offering) • Voice guidelines (how we talk about products, response style, storytelling approach) 3. I'd batch create 2 weeks of content upfront so I'm not bogged down, can maintain consistency, and stay ahead. 4. I'd identify 50 micro-influencers in my niche and engage with their content daily. Not just "cute!" comments but thoughtful responses that show I actually consumed their content. 5. I'd set up platform-specific lead captures: • Instagram + TikTok: Create a custom link tree with email signup (use in stories as well)  • LinkedIn: Create a PDF resource that solves a specific problem and reference it in posts (connect to dm) 6. I'd create a broadcast channel with updates, promos + bts content, even with just 10-20 people initially! Days 31-60: Community Building 1. I'd introduce a weekly Instagram Live series featuring founder talks, product highlights, and Q&A sessions. Daily Drills is a blueprint for this! 2. I'd launch a UGC campaign (if relevant) and repost everyone who participates. If UGC is challenging at this stage, I'd consider gifting products to nano-influencers to generate initial content. 3. I'd start a simple Substack newsletter that goes deeper than social posts, featuring: founder content, industry content, product content, community benefits I'd analyze which content performed best from the first 30 days and double down on those formats. When something works, keep it going. As Ernest Lupinacci says: "Simplify, then exaggerate." Days 61-90: Conversion Focus 1. I'd start incorporating more direct calls to action in content 2. I'd create a series highlighting real customers using the product to build social proof. 3. I'd host a virtual event (webinar, live tutorial, or industry discussion) specifically for email subscribers, driving social followers to join the list. Utilize lives on platforms (Substack, LinkedIn, wherever your audience is!) 4. I'd reach out to 5 publications + newsletters in my niche for potential features 5. I'd analyze the entire 90 days of data to create a refined strategy for the next quarter The goal by day 90 isn't massive follower counts - it's building the right foundation with the right people who will actually convert and champion your brand. Building on social takes consistency over flash. I'd rather have 1,000 highly engaged potential customers than 10,000 passive scrollers.

🛍️ 𝗙𝗿𝗼𝗺 𝗦𝗰𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴: 𝗧𝗵𝗲 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗟𝗲𝗮𝗽 𝗼𝗳 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝗻𝘁𝗼 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲📈 #Socialmedia has transformed from a place for connection and content into a bustling digital #marketplace. This evolution has witnessed platforms like Facebook and Instagram integrating #shopping features, leading to a new shopping paradigm. 🌟 TikTok Shop - 𝘁𝗵𝗲 𝗹𝗮𝘁𝗲𝘀𝘁 𝗿𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗶𝗻 𝘀𝗼𝗰𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 TikTok, with its 1.67 billion active users, isn't just for dance challenges anymore. 😁 It's quickly becoming an #ecommerce giant. TikTok initially trialed Shopping with select Shopify merchants in US and UK, later expanding to Canada, but have since rolled it out on a broader scale. The feature's launch into e-commerce in the US was part of TikTok's strategic expansion, tapping into the booming #socialcommerce market projected to hit $67.32 billion in the U.S. in 2024. This past holiday season proved to be TikTok Shop’s first major test. According to TikTok, about 150,000 creators and sellers published shoppable videos or Live shopping streams during the #BlackFriday and #CyberMonday week. Furthermore, TikTok said over 5 million new customers made a purchase on TikTok Shop during that weekend — a result of 22.8 billion views across all shoppable livestreams and videos. 🌟How TikTok Shop Changes the Game: 🛍️ Integrated #ShoppingExperience: Users can browse and buy without leaving the app. Shopify integration means businesses can manage their TikTok campaigns alongside their e-commerce operations. 🔮 #PersonalizedDiscovery: The 'For You' page tailors product discovery to user preferences. 🎨 #CreativeFreedom: Brands can leverage unique, authentic content that resonates with the TikTok audience. 🌟Why This Evolution? 🔄 Consumer trends are shifting towards more #immersive and #interactive shopping experiences. 🎢 The seamless blend of entertainment and shopping caters to the desires of #GenZ and even #Millennials. 🔍 In the #fashion industry, several brands have effectively leveraged TikTok Shop to boost their online presence and sales. 🛍️ ASOS.com: Builds community with behind-the-scenes clips, fostering authenticity. 😂 Crocs: Embraces TikTok's humor with engaging, trendy content. 👖 #Levi’s: Balances trendy and educational content about denim and fashion history, adding a vintage brand feel. 🎥 ZARA SA: Attracts with visually captivating editing, showcasing stylish fashion. 👟 Nike: Strengthens community through interactive posts and interviews. 🏞️ The North Face: Shares adventure vlogs, aligning with their brand's adventurous spirit. 🛹 Vans, a VF Company: Connects with skateboarding culture, embodying youthfulness and boldness. ❓ 💬 Are you ready to tap into TikTok Shopping for your brand? Share your thoughts! #TikTokShopping #SocialCommerce #EcommerceStrategy #DigitalMarketing #RetailInnovation #FashionTech

Over the last 3 months, my LinkedIn engagement rate went from ~1.3% to ~1.9%. That may not sound like much. But if you’ve tracked your data closely for years like I have, you know that a 0.6% move is enormous. Most of the time, we celebrate changes of 0.1% or 0.2%. This is the biggest sustained improvement I’ve seen in 4 years. And because engagement rate is, in my view, the single most important metric on LinkedIn, I wanted to share exactly what I changed going into 2026. 1. I became much more deliberate about weekly planning Every weekend, I sit down and map out my posts for the week. This helps avoid repetition and ensures each post is intentional, useful, and distinct. 2. I cut repetitive “reporting” content I used to post a lot about updates, counts, and listings. Over time, I realized that repeating the same informational posts becomes less engaging, even if the information is useful. Now I trust the systems and only share what adds fresh value. 3. I stopped overthinking timing I no longer worry about the “perfect” time to post. Some posts go out at 5am, others at midnight. As long as I space them out, performance has been consistent. 4. I stopped overthinking volume Some days I post once. Some days I post four times. I follow the content, not a rulebook. 5. I removed content constraints Some posts are reflective. Some are data-driven. Some are personal. Nothing is off-limits anymore, as long as it’s genuine and useful. 6. I changed how I engage back I used to feel pressure to respond deeply to every comment. Now I acknowledge everything with a like, and respond thoughtfully where I can add value. But I make sure still to reply to all messages consistently - this matters more in my book. 7. I still write everything myself, but I allow one final polish Every post is written by me, start to finish. But once it’s in Word, I run a quick pass through Copilot just to clean up grammar and catch anything structurally off. 8. I prioritize the first line more than ever If the first line doesn’t make someone stop, the rest doesn’t matter. I spend real time making sure the opening is clear, strong, and worth reading. 9. I vary post length intentionally Some posts are one line. Some are long. That variation keeps things from feeling predictable and helps different ideas land in the right format. 10. I vary content types and use polls more selectively Sometimes it’s text only. Sometimes it’s text with images. And I’ve reduced how often I use polls. They tend to have lower engagement rates for me, so I now save them for when I have something genuinely interesting or fun to ask. // None of this is revolutionary. But small, consistent changes compounded over time led to the biggest engagement shift I’ve seen.

❌ Forget Reach. ✔️ Think Engagement.   I no longer take much notice of impression counts on my LinkedIn™ posts. Instead, I focus on engagement – the number of people who have reacted to, commented on or reposted my posts.   Why?   Because the number of feeds my posts are dropped into gives me little useful information.   But the engagement rate does. It tells me what percentage of those who saw my posts responded in some way, took some kind of action.   And that’s where the gold is!   🔷 Those numbers – and the people behind them – tell me who is interested in the information I’m sharing. 🔷 Those people might make good additions to my network if they’re not already part of it. 🔷 They might make ideal ‘associates’ as I heard Mark Williams describe it in an interview with Tony Restell last week. (An example of an associate is my relationship with Gina Balarin (CPM FAMI FCIM), the CEO’s Voice. We share the similar target customers but provide different services. Supporting each other widens both our circles of influence.) 🔷 They might be potential clients. 🔷 They could even become colleagues and close friends.   In the past 3 months engagement on my content has risen significantly. (The formula for this is the total number of reactions, reposts and comments on a post divided by the number of impressions.)   The increase over the previous 90 days is 32.2%. Meanwhile impressions are up a miserly 1.6% (no surprise there).   The content formats achieving the highest engagement are LinkedIn events and video posts.     But what unequivocally does best are posts involving others. Posts ABOUT others always do well. Posts TAGGING others in the text do well if those others respond.   Here’s an example of the impact that external interaction on content can have: our recent LinkedIn live with the Queen of Livestreaming, Gillian Whitney generated a 49.1% engagement rate. Why? Because after the event Gillian responded personally to every single comment. There are now well over 200 comments.  (Don’t forget events stay in our Activity section so remain visible long after other posts might have disappeared.)   Engagement rate is now our most important metric and one we’ll be keeping a close eye on for its potential to provide an ongoing source of interested and responsive additions to our network. Because this is where the gold is!   🔷🔷🔷🔷🔷   Looking to upgrade your LinkedIn knowledge? Check out linkability[.]biz for dozens of hours of content on how to leverage LinkedIn to achieve your professional goals.   Got something to add? 🔷 COMMENT 🔷 Would others find it useful? 🔷 REPOST 🔷 Want to see more like this? 🔷 🔔 🔷 Plan to refer back to this? 🔷 SAVE 🔷 Think I know my stuff? 🔷 ENDORSE 🔷   📌📌📌 Tip of the day – keeping your own set of post metrics (a simple spreadsheet is all you need) allows you to compare individual posts more closely than you can from your profile analytics.  

Launch day: zero audience. A category owned by giants. We turned that into a real following. A new packaged-food brand came to us about to launch into a saturated market. The category was already crowded with names everyone grew up on. Conventional wisdom says a crowded market is a closed door. Find a blue ocean. Go where no one else is. We think the opposite. A saturated market is easier to enter than an empty one. The demand already exists. Nobody has to be convinced the product should exist at all. The hard part isn't demand. It's recognition. So we built the launch around earning the second glance. Organic and paid social on Facebook and Instagram, working together, with a brand voice distinct enough to stand out in a feed full of incumbents. In a crowded category, the buyer already knows the problem and the product. They scroll past ten versions of it a day. Recognition is the only currency that matters in that feed. So we gave the brand a real point of view, not just a product shot, and showed up consistently enough that the name felt familiar before anyone had tried it. Familiarity is what turns a scroll into a follow. The result over the launch window: 8.8K new followers and 94.1K post engagements. For a brand that started from nothing, in a category full of household names. None of that came from outspending the incumbents. It came from showing up with a sharper identity than a category that had grown comfortable and a little lazy. Empty markets feel safe because there's no competition. Usually there's no competition because there's no demand. Founders and marketers: when you look at a crowded category, do you see a closed door, or a room full of buyers already raising their hands? #MarketingStrategy #SocialMediaMarketing #BrandLaunch

Three unglamorous website fixes lifted engagement by 145%. A manufacturer came to us with credibility, demand and traffic. But the post-click experience was making buyers work too hard. The product journey reflected how the business organised its ranges. Not how buyers chose. Proof was buried. The enquiry path sat too far from the moments of highest intent. So we focused on three things: On category pages, we clarified what each range was for, who used it and where to go next. On product pages, we moved useful proof closer to the decision. Then we added contextual calls to action where buyers had enough information to enquire. Not one lonely contact button at the end. We also cleaned up the templates, reduced page bloat and gave marketing more control without turning every change into a dev ticket. After the changes, traffic increased by 49%, new users grew by 20.5%, and user engagement rose by 145%. The campaign earns the visit. The website has to earn the outcome. Where is your site making good traffic work too hard?

12% to 94.2%. Same audience, same content, different product design. We ran a social-to-owned audience acquisition strategy with a client over the past month. Truly organic, no paid budget. Just social driving traffic to an owned, authenticated digital experience. Three weeks in, by making iterative improvements to the product experience, engagement rate jumped from 59.5% to 82.3%. Bounce rate dropped from 40.5% to 17.7%. But 94.2% was the number that stood out most. That's engagement retention once we removed friction and layered in automations to drive urgency between each interactive element. At launch it was 12%. The team looked at every drop-off point, every friction moment, and refused to accept it. Not "that'll do." Genuine "what could this actually be." Those jumps didn't happen by accident. They happened because the team wouldn't leave good enough alone. Big shout out to Benjamin Pearson, Jeffrey Jordan and Sam Wilson for their work on this 👏 Every user in the pool voluntarily registered to participate. First-party data pool more than doubled since launch. Zero paid acquisition cost. Social reach gets you the first click. The owned experience is what converts attention into something you can build on. Identified users, behavioural data, a returning audience you own rather than rent. That's the shift most rights-holders and content publishers haven't fully made yet. If you're working on converting your social audience into owned, authenticated communities, happy to share more of what we learned.

We helped a CEO go from invisible to in-demand in 90 days. Here’s exactly what we did. 👇 When the founder of a child safety nonprofit first came to us, she had deep expertise, a strong network, and a mission that mattered. But… Like so many nonprofit leaders we work with, she didn’t have time to figure out how to show up consistently on LinkedIn. The pressure of saying the right thing, showing up the “right” way, and staying on top of social trends made it easier to just… not post at all. Her story isn’t unique. Many of the social impact leaders we support aren’t trying to become influencers — they just want to be trusted, visible, and understood. So here’s what we did to help her get there without burning out or adding more to her plate: 1. Clarified her core content themes around tech accountability and child safety 2. Shifted from reactive to proactive posting — with a clear rhythm and schedule 3. Added variety: carousels, photos, text-only, and strategic reposts 4. Built emotional urgency with bold calls to action 5. Spoke directly to her #1 target audience in every post 6. Encouraged trust-building interactions through comments, tags, and thoughtful engagement The results in 90 days: 57% follower growth A 951% increase in impressions Two viral posts (50k and 75k impressions) 915% increase in reach And most importantly: a 20%+ active engagement rate — our internal benchmark for content that actually resonates, not just performs. This didn’t happen because of an ad budget or automation. It happened because we helped her unlock expertise she already had, and built a strategy that matched her capacity and conviction. In a closed-door meeting with other top industry experts, her LinkedIn was called out as an example of how to put words into action. People she's admired from afar are now reaching out to her for advice. So if you’ve been wondering whether LinkedIn can work for you, the answer is: Yes! But you don’t have to figure it out alone. Want to see what 90 days could do for your voice online? Let’s talk.

Employee engagement is one of HR’s most misunderstood metrics. It’s often treated as something HR runs. In reality, it’s something line managers create. Across three organisations, I saw engagement improve not because we added more events or programs, but because we invested in line manager capability. We focused on: • Coaching and mentoring • Personalised learning journeys • Equipping line managers to have better performance feedback conversations • A disciplined cadence of career, development and growth discussions The outcome wasn’t just lower attrition. We retained critical talent, moved line managers from the bottom of engagement rankings into the top quartile, and improved career and growth scores in annual engagement surveys YoY. Gallup has consistently shown that engagement predicts far more than retention. It is linked to higher productivity, stronger customer outcomes, better wellbeing, lower absenteeism and higher profitability. Gartner’s research reinforces this. It defines engagement as employees feeling energized, finding purpose in their work, and feeling empowered to do valuable work. Their research also found that engaged employees are 31% more likely to stay, 31% more likely to go above and beyond in their roles (discretionary effort), and contribute 15% more to the organization. One of Gartner’s strongest findings is that while line managers are responsible for most engagement actions, only a small proportion of organizations believe managers are equipped to act on engagement feedback - highlighting that building line manager capability is one of the biggest levers for improving engagement. Engagement isn’t an HR metric only; it is the cumulative quality of conversations between a line manager and an employee. #EngagementatWork #PeopleStrategy