1 00:00:04,760 --> 00:00:06,640 Hello, welcome to another episode winning with Shop 5 2 00:00:06,640 --> 00:00:10,120 podcast with me, your host Nick Truman, agency owner, podcast 3 00:00:10,120 --> 00:00:13,360 host and general confused person like the rest of us. 4 00:00:13,720 --> 00:00:16,840 I'm joking, I'm not confused, I have very sarcastic humour and 5 00:00:16,840 --> 00:00:18,800 it gets lost on most people. So apologies. 6 00:00:18,960 --> 00:00:20,640 But welcome to the show, it's the first time tuning in. 7 00:00:20,640 --> 00:00:22,720 Hit subscribe, hope you enjoy the show, leave us a review on 8 00:00:22,720 --> 00:00:25,280 whatever channel you're on and I highly recommend checking out 9 00:00:25,280 --> 00:00:28,160 our summit on our website. It'll be launched on the 1st of 10 00:00:28,160 --> 00:00:31,080 September, which I know seems like miles away, years away at 11 00:00:31,080 --> 00:00:33,400 the moment. It's still, was it 8 months, 12 00:00:33,400 --> 00:00:35,120 just over 8 months away, but it's going to be absolutely 13 00:00:35,120 --> 00:00:36,720 amazing. We are currently discussing with 14 00:00:36,720 --> 00:00:39,240 lots of sponsors about who's going to sponsor what, what 15 00:00:39,240 --> 00:00:40,240 content we're going to put up there. 16 00:00:40,240 --> 00:00:43,280 But you guys can sign up nice and early and be the first to 17 00:00:43,280 --> 00:00:45,480 hear about updates coming along. We're not going to bore you with 18 00:00:45,480 --> 00:00:48,200 updates until things are actually available to to happen. 19 00:00:48,360 --> 00:00:50,560 But you can also go and join our newsletter and we'll obviously 20 00:00:50,560 --> 00:00:52,720 be letting everybody on the newsletter know what is going 21 00:00:52,720 --> 00:00:53,960 on. But it's super exciting. 22 00:00:53,960 --> 00:00:55,720 We're spending quite a lot of money on it and so our sponsors. 23 00:00:55,720 --> 00:00:58,760 So please come get involved and we hope you guys enjoy. 24 00:00:59,480 --> 00:01:01,480 I've just realized there is something in the way of the 25 00:01:01,480 --> 00:01:02,480 camera. There we go. 26 00:01:02,680 --> 00:01:04,560 This is what happens when I record episodes on my own, 27 00:01:04,879 --> 00:01:07,640 completely unsupported by anybody else. 28 00:01:08,120 --> 00:01:10,440 Things start to go wrong. But anyway, we we're going to 29 00:01:10,440 --> 00:01:13,440 talk about a few things as we always do on a Tuesday tea of 30 00:01:13,440 --> 00:01:15,280 choice this week. I'm still on water. 31 00:01:15,280 --> 00:01:18,120 I've drunk loads of tea today, but I'm having a bit of a bit of 32 00:01:18,120 --> 00:01:21,680 a health health push this year, like most of us going to see if 33 00:01:21,680 --> 00:01:23,640 it lasts. So far we're nearly in Feb. 34 00:01:24,080 --> 00:01:25,160 Anyway, we're going to about a few things. 35 00:01:25,160 --> 00:01:26,360 We've got quote and fact of the week. 36 00:01:26,360 --> 00:01:29,520 We've actually got 2 two and something we think you guys 37 00:01:29,520 --> 00:01:31,520 should focus on. We've got some big topics to 38 00:01:31,520 --> 00:01:32,840 talk about. A couple of our sponsors have 39 00:01:32,840 --> 00:01:34,680 sent a few bits and pieces in as well. 40 00:01:34,680 --> 00:01:37,000 And then we're going to play Quivia at the end. 41 00:01:37,360 --> 00:01:41,080 And no doubt we're going to go on some tangents, my estimate 42 00:01:41,080 --> 00:01:43,680 based on my AI that put a couple of these notes together for me 43 00:01:43,920 --> 00:01:46,040 where I asked it to, to shuffle some of the notes for me and 44 00:01:46,040 --> 00:01:48,520 give me some more stats on them. The AI reckon is going to take 4 45 00:01:48,520 --> 00:01:51,680 minutes, and I'm already over 1 1/2 minutes in and I haven't 46 00:01:51,680 --> 00:01:54,400 started. So we'll see how this takes. 47 00:01:55,040 --> 00:01:59,400 Anyway, e-mail, You guys need to be focusing on e-mail. 48 00:02:00,080 --> 00:02:02,240 We could have done this, Inquivia, but this is an amazing 49 00:02:02,240 --> 00:02:03,720 stat that Daisy's pulled together. 50 00:02:04,040 --> 00:02:09,680 The number of global e-mail users reached 4.6 billion in 51 00:02:09,680 --> 00:02:12,360 2020. Five, 4.6 billion people are 52 00:02:12,360 --> 00:02:15,880 using e-mail on a regular basis. These stats are from HubSpot, by 53 00:02:15,880 --> 00:02:18,880 the way. It's projected that by 2028 it's 54 00:02:19,680 --> 00:02:22,760 going to be 4.9 billion. And that's also from Statist. 55 00:02:24,200 --> 00:02:27,200 Statista one. What a horrible word to try and 56 00:02:27,200 --> 00:02:30,560 pronounce Statista. So 4.9 billion people on the 57 00:02:30,560 --> 00:02:33,240 planet using e-mail. So e-mail needs to be an 58 00:02:33,240 --> 00:02:35,720 important channel. And actually, and here we go, 59 00:02:35,720 --> 00:02:38,880 tangent number one or three, possibly the third tangent so 60 00:02:38,920 --> 00:02:41,160 far. I find with a lot of our clients 61 00:02:41,160 --> 00:02:44,200 that we work within the agency, e-mail is massively untapped. 62 00:02:44,200 --> 00:02:46,840 It's not something we do. So I'm not saying it's something 63 00:02:46,840 --> 00:02:48,000 that we should be doing and we're not. 64 00:02:48,440 --> 00:02:50,320 But e-mail is massively untapped. 65 00:02:50,360 --> 00:02:53,280 If you acquire a customer from Google, from Facebook, it costs 66 00:02:53,280 --> 00:02:55,840 you lots of money. SEO takes lots of effort and you 67 00:02:55,840 --> 00:02:57,480 need to be doing those things anyway. 68 00:02:57,800 --> 00:03:01,080 So you want to get as much revenue as possible from that 69 00:03:01,080 --> 00:03:03,880 customer once you've got them in the door. 70 00:03:04,520 --> 00:03:06,960 So if you get them in the door and they only buy once, a bit of 71 00:03:06,960 --> 00:03:08,560 a disaster. If you get them in the door and 72 00:03:08,560 --> 00:03:11,480 they don't buy, There is also an opportunity to get them to sign 73 00:03:11,480 --> 00:03:15,600 up to e-mail some how shameless plug, check out Saguno. 74 00:03:15,640 --> 00:03:17,920 They are one of our sponsors. They're one of our partners, but 75 00:03:17,920 --> 00:03:20,680 we also introduce lots of our clients to Saguno because Saguno 76 00:03:20,680 --> 00:03:22,760 is fantastic. It's built into Shopify. 77 00:03:22,760 --> 00:03:25,760 We also had one of the guys from built for Shopify itself on the 78 00:03:25,760 --> 00:03:28,600 show a few months ago, which is actually amazing to talk to 79 00:03:28,600 --> 00:03:31,720 somebody from within Shopify and and I didn't put my foot in it 80 00:03:31,720 --> 00:03:35,120 once. Classic words on my team, but 81 00:03:35,120 --> 00:03:37,960 e-mail tends to be quite untapped if you look at it this 82 00:03:37,960 --> 00:03:40,760 way. Imagine if your business was 80% 83 00:03:40,760 --> 00:03:43,800 existing customers buying again and you were just adding a few 84 00:03:43,800 --> 00:03:46,520 more in the top of that journey, a few more almost like that 85 00:03:46,520 --> 00:03:48,720 wheel that just keeps going round and round and round. 80% 86 00:03:48,720 --> 00:03:51,760 of your customers keeping that wheel going round and 20% to new 87 00:03:51,760 --> 00:03:53,880 customers. Actually, you can be really 88 00:03:53,880 --> 00:03:57,200 aggressive and target just really good VIP customers, which 89 00:03:57,200 --> 00:04:00,400 might take you 20 touch points and sign up, but you can afford 90 00:04:00,400 --> 00:04:03,360 to do that if it's only using, if they're only taking up 20% of 91 00:04:03,360 --> 00:04:06,600 your actual turnover. What a lot of brands do, and 92 00:04:06,600 --> 00:04:08,840 this tends to be the life cycle of, well, not maybe the life 93 00:04:08,840 --> 00:04:11,040 cycle, but certainly the way that a lot of e-commerce brands 94 00:04:11,040 --> 00:04:13,600 get going. Google Ads comes along. 95 00:04:13,600 --> 00:04:15,640 And although we manage Google Ads, we're very good at it, and 96 00:04:15,640 --> 00:04:18,480 we spend millions of pounds and dollars on Google Ads every 97 00:04:18,480 --> 00:04:20,760 every month at the moment, which is quite exciting. 98 00:04:21,440 --> 00:04:22,760 But we spend lots and lots of money. 99 00:04:22,760 --> 00:04:25,280 And as great as it is, businesses become sixty, then 100 00:04:25,280 --> 00:04:29,800 70, then 80%, then some 19 to 95% reliant on Google 101 00:04:29,800 --> 00:04:32,160 advertising. Your credit card gets banned one 102 00:04:32,160 --> 00:04:35,200 day, or some issue happens, or Google decides to suspend your 103 00:04:35,200 --> 00:04:37,040 account to review something. Turns out you're completely 104 00:04:37,040 --> 00:04:39,080 innocent. Your whole business grinds to a 105 00:04:39,080 --> 00:04:40,920 halt. So what happens then is people 106 00:04:40,920 --> 00:04:42,800 then go, OK, we've got Google's working really, really well for 107 00:04:42,800 --> 00:04:44,080 us. What else can we get from Google 108 00:04:44,200 --> 00:04:45,520 SEO? Let's get on the SEO route. 109 00:04:45,520 --> 00:04:47,640 And that's great. But the point being is the more 110 00:04:47,800 --> 00:04:49,360 that your business starts to grow, the more you want to 111 00:04:49,360 --> 00:04:51,960 diversify and have multiple advertising channels. 112 00:04:52,280 --> 00:04:54,360 And if you want to diversify, make your business as 113 00:04:54,840 --> 00:04:57,240 sustainable as possible. It's probably the wrong word to 114 00:04:57,240 --> 00:04:59,920 use because we often think about planting trees and not using 115 00:04:59,920 --> 00:05:02,000 plastic when we talk about sustainability, but you're going 116 00:05:02,000 --> 00:05:03,920 to make your business more robust the more resilient 117 00:05:03,920 --> 00:05:06,320 financially. Actually relying on existing 118 00:05:06,320 --> 00:05:08,080 customers is the best way to do it. 119 00:05:08,200 --> 00:05:11,240 Say every single marketing channel completely broke, but 120 00:05:11,240 --> 00:05:13,200 people could still purchase on the website. 121 00:05:13,720 --> 00:05:16,960 Your loyal customers will still just go, do you know what I love 122 00:05:16,960 --> 00:05:18,440 that hoodie. I'm going to go buy another one 123 00:05:18,440 --> 00:05:20,160 and they'll just go straight to your website and they'll just 124 00:05:20,160 --> 00:05:21,600 buy 1. And that's the what you really, 125 00:05:21,600 --> 00:05:24,560 really want from your customers. So building that loyalty is done 126 00:05:24,560 --> 00:05:26,120 through e-mail and a number of other channels. 127 00:05:26,120 --> 00:05:27,480 But email's incredibly important. 128 00:05:27,720 --> 00:05:29,800 So if your e-mail is below, probably I'm going to make some 129 00:05:29,800 --> 00:05:31,680 numbers up here and it's going to make some of you go like, oh, 130 00:05:31,680 --> 00:05:32,800 we're nailing it. Let's do less. 131 00:05:33,080 --> 00:05:34,400 And some of you are going to start sweating. 132 00:05:34,400 --> 00:05:38,320 But if it's below sort of 20% of turnover and also the returning 133 00:05:38,520 --> 00:05:42,000 customers, if you're paying to bring those back in, it's fine. 134 00:05:42,000 --> 00:05:44,520 A lot of brands have to do that. Unfortunately, Google and Meta 135 00:05:44,520 --> 00:05:46,520 have a bit monopoly on it. But you want to know these 136 00:05:46,520 --> 00:05:48,320 statistics to set some targets to beat it. 137 00:05:48,640 --> 00:05:52,840 I think if you're like 70 to 80% plus reliant on new customers 138 00:05:52,840 --> 00:05:54,960 all the time, bit of an issue. And it's one of the things we 139 00:05:54,960 --> 00:05:57,320 talk to our clients about a lot is we're doing great and we're 140 00:05:57,320 --> 00:05:59,680 growing here, but it's creating a potential future problem. 141 00:05:59,680 --> 00:06:02,880 You need you need that recurring revenue from existing customers. 142 00:06:03,280 --> 00:06:08,400 Second statistic, then 26%. This is again from HubSpot. 26% 143 00:06:08,400 --> 00:06:11,640 of marketers report e-mail marketing is one of the most 144 00:06:11,640 --> 00:06:14,200 effective channels for segmentation and personalisation 145 00:06:14,200 --> 00:06:16,960 as well, which is no surprise. This puts it in the top three of 146 00:06:16,960 --> 00:06:22,520 use cases, tying with paid social media, and I don't know 147 00:06:22,560 --> 00:06:24,360 what the other one was, sorry, I haven't actually got it open, 148 00:06:24,360 --> 00:06:26,840 but it gives you an idea that actually e-mail should be 149 00:06:26,840 --> 00:06:30,040 working as hard as paid social for you, especially again, that 150 00:06:30,040 --> 00:06:31,560 segmentation and personalisation. 151 00:06:31,920 --> 00:06:34,120 The other thing you can use e-mail for that brands don't use 152 00:06:34,120 --> 00:06:37,400 it anywhere near enough for is you can build an audience in 153 00:06:37,400 --> 00:06:39,760 e-mail and then you can integrate that audience into 154 00:06:39,760 --> 00:06:42,960 Meta, into Google and target those guys And there'll be a 155 00:06:42,960 --> 00:06:45,800 like unlimited amount of use cases you guys can test to see 156 00:06:45,800 --> 00:06:49,320 which one actually starts to convert the best, right? 157 00:06:49,360 --> 00:06:51,000 Let's talk about a few things going on today then. 158 00:06:51,000 --> 00:06:54,200 So marketingweek.com have announced that there is a 159 00:06:54,240 --> 00:06:57,040 massive, I'm actually going to open this article and read you 160 00:06:57,040 --> 00:07:01,320 some of it, marketingweek.com. We'll put a link to this in the 161 00:07:01,320 --> 00:07:03,960 description as well. If we haven't, apologies. 162 00:07:04,160 --> 00:07:07,880 You can find it on Google. The title is TikTok deal closed 163 00:07:07,960 --> 00:07:11,320 to avoid US ban. Under the new agreement, the US 164 00:07:11,320 --> 00:07:14,440 app will be split from the global business with its 165 00:07:14,440 --> 00:07:18,320 algorithm to be trained only on U.S. data. 166 00:07:19,000 --> 00:07:22,360 This is massive. I've rarely seen tech companies 167 00:07:22,360 --> 00:07:24,120 come up against countries like this. 168 00:07:24,480 --> 00:07:27,800 But the United States have made it very, very clear that TikTok 169 00:07:27,800 --> 00:07:30,360 needs to behave in a certain way for it to be OK in their 170 00:07:30,360 --> 00:07:33,640 country, which I find fascinating because it's not 171 00:07:33,640 --> 00:07:36,440 normally America. America's normally the, you 172 00:07:36,640 --> 00:07:39,200 know, the home of free trade and like, let's just let everyone 173 00:07:39,200 --> 00:07:41,680 live whatever life they decide and want to pursue and live. 174 00:07:41,680 --> 00:07:44,600 It tends to be other countries that be a little bit stricter, I 175 00:07:44,600 --> 00:07:45,760 would say, with these kind of rules. 176 00:07:46,080 --> 00:07:49,760 The last time I saw something like this and I, I'll be honest, 177 00:07:49,760 --> 00:07:52,080 I think I keep up a lot with the kind of UK political news, but I 178 00:07:52,080 --> 00:07:53,760 don't keep up massively with global stuff. 179 00:07:54,120 --> 00:07:57,040 But the last time I saw some of this is when Google basically 180 00:07:57,040 --> 00:07:59,880 agreed it was going to turn itself off in China and it 181 00:07:59,880 --> 00:08:02,120 agreed that with the Chinese government, which is not going 182 00:08:02,120 --> 00:08:03,480 to run Google in the whole of China. 183 00:08:03,480 --> 00:08:04,800 Things have changed a lot since then. 184 00:08:05,000 --> 00:08:08,120 We're going back to probably 22,000 and eight, you know, 185 00:08:08,120 --> 00:08:10,960 20-10, something like that. But I just saw it absolutely 186 00:08:10,960 --> 00:08:12,920 insane. Again, Daisy's pulled this off 187 00:08:12,920 --> 00:08:15,000 as one of the biggest stories going around at the moment, but 188 00:08:15,200 --> 00:08:17,560 that is huge. So if you are using TikTok in 189 00:08:17,560 --> 00:08:20,000 the United States, a highly, do you recommend having a look at 190 00:08:20,360 --> 00:08:21,880 what that means for you? It probably doesn't mean 191 00:08:21,880 --> 00:08:24,120 anything overnight because it's just the way that the algorithm 192 00:08:24,120 --> 00:08:28,000 is being trained is going to be slightly different to US users 193 00:08:28,000 --> 00:08:30,520 and the rest of the world. But whenever something like this 194 00:08:30,520 --> 00:08:34,240 happens, some brands freak out and all the marketing managers 195 00:08:34,240 --> 00:08:36,520 sit in meetings saying, like, oh, it's this, it's this, it's 196 00:08:36,520 --> 00:08:38,880 this. And three or four years ago, my 197 00:08:38,880 --> 00:08:40,559 team and I had a bit of a conversation about this and 198 00:08:40,559 --> 00:08:42,919 said, you know what we're going to say to hell with those 199 00:08:42,919 --> 00:08:45,960 conversations and we're going to go, whatever happens, there's 200 00:08:45,960 --> 00:08:48,480 something we can do about it. And so I would look at this as 201 00:08:48,480 --> 00:08:50,600 much as possible. If you rely on TikTok a lot, if 202 00:08:50,600 --> 00:08:52,960 you advertise on TikTok, if you have a lot of your customers on 203 00:08:52,960 --> 00:08:55,240 TikTok, if you use TikTok shop, I'd be looking at this and 204 00:08:55,240 --> 00:08:57,320 saying, what are the opportunities to exploit this as 205 00:08:57,320 --> 00:09:00,000 much as possible as fast as possible because every time 206 00:09:00,000 --> 00:09:01,800 something negative happens, there'll be some sort of 207 00:09:01,800 --> 00:09:03,520 opportunity because it'll be negative for everybody 208 00:09:03,520 --> 00:09:05,320 overnight. You find a way to navigate that. 209 00:09:05,400 --> 00:09:07,640 So I highly recommend if you're AUS brand, keep a very, very 210 00:09:07,680 --> 00:09:10,600 close eye on this and start looking at how else could we use 211 00:09:10,600 --> 00:09:13,280 TikTok and what's actually going to change now that the US 212 00:09:13,280 --> 00:09:15,720 algorithm's going to be completely separated from the 213 00:09:15,720 --> 00:09:18,160 rest of TikTok. We've got a few fun 214 00:09:18,160 --> 00:09:21,040 announcements for you, Yost, if you use Yost. 215 00:09:21,160 --> 00:09:23,040 Happy days. This first one's for WordPress. 216 00:09:23,040 --> 00:09:24,720 We don't have many WordPress listeners, but I thought I'd 217 00:09:24,720 --> 00:09:26,080 read it out anyway because it's quite a big thing. 218 00:09:26,280 --> 00:09:29,280 Site Kit by Google integration is now available for WordPress. 219 00:09:29,760 --> 00:09:31,920 Well, excited means you can just install loads of the Google 220 00:09:31,920 --> 00:09:33,680 things and all the tracking scripts and the pixels and stuff 221 00:09:33,680 --> 00:09:35,280 and a click of a button. Fantastic. 222 00:09:35,600 --> 00:09:38,360 And do all of that through Yost, which is really, really cool. 223 00:09:38,600 --> 00:09:42,320 The two that we can use on Shopify. 224 00:09:42,320 --> 00:09:44,720 Sorry, I had a sudden moment forgetting what my podcast was 225 00:09:44,720 --> 00:09:46,880 about. I've only been hosting it 5 1/2 226 00:09:46,880 --> 00:09:48,640 years. But yeah, there's two things you 227 00:09:48,640 --> 00:09:50,520 can do now. One is you can track brand 228 00:09:50,520 --> 00:09:54,200 visibility using Gemini, which is Google's AI Gemini with Yost 229 00:09:54,320 --> 00:09:58,600 AI brand insights. That is super exciting because 230 00:09:59,120 --> 00:10:01,120 again, let's go back to that marketing manager meeting room. 231 00:10:01,120 --> 00:10:03,920 This seems to be on my heart a lot the last sort of six months, 232 00:10:04,280 --> 00:10:06,840 that marketing manager meeting room, when they're reporting up 233 00:10:06,840 --> 00:10:10,000 to the owner or the senior reps or whoever it is they're 234 00:10:10,000 --> 00:10:11,640 reporting about what marketing's up to you right now. 235 00:10:12,120 --> 00:10:15,760 One thing that they'll say quite a lot is like Google ads, ROI's 236 00:10:15,760 --> 00:10:19,040 gone up, we're spending more and SE OS improving loads. 237 00:10:19,600 --> 00:10:22,360 What we do. And again, if your brand's over 238 00:10:22,360 --> 00:10:24,320 a sort of 5 million a year turnover, we'd be more than 239 00:10:24,320 --> 00:10:26,200 happy to look at look at this for you guys as well. 240 00:10:26,480 --> 00:10:30,320 If your brand is going that way. We look at, oh, sorry, if your 241 00:10:30,320 --> 00:10:33,480 ROI is going up, loads on SEO and PPC and revenues increasing 242 00:10:33,480 --> 00:10:35,720 nicely. We look at how much of that is 243 00:10:35,720 --> 00:10:39,160 your brand terms, someone looking for your name and how 244 00:10:39,160 --> 00:10:42,120 much of it is not your brand. Somebody just looking for the 245 00:10:42,120 --> 00:10:46,040 item like iPad case or like leather iPad iPad case on 246 00:10:46,040 --> 00:10:49,160 Google, for example compared to somebody that types in like I 247 00:10:49,160 --> 00:10:51,120 want to buy again, We use a big brand and I'm going to buy a 248 00:10:51,120 --> 00:10:53,920 super dry T-shirt. I assume you guys have super dry 249 00:10:53,920 --> 00:10:57,200 in the US Japanese brand massive here in the UK, but this shirt's 250 00:10:57,200 --> 00:10:59,160 made by super dry as you probably see down there you 251 00:10:59,280 --> 00:11:02,080 probably can't see there we go. But this shirt's made by super 252 00:11:02,080 --> 00:11:03,720 dry. So if I'm searching for a super 253 00:11:03,720 --> 00:11:08,520 dry check shirt like this one casual in extra small slightly 254 00:11:08,520 --> 00:11:11,520 bigger than that. If I'm looking for that item, 255 00:11:11,760 --> 00:11:14,840 then I would type in super dry to find it so that's a brand 256 00:11:14,840 --> 00:11:16,400 search. I've already decided I'm buying 257 00:11:16,400 --> 00:11:19,920 it from Super Dry, whereas if you type in just you're looking 258 00:11:19,920 --> 00:11:22,800 for a check shirt, you haven't decided on buying from Super Dry 259 00:11:22,800 --> 00:11:24,040 yet. So it's brand versus non brand. 260 00:11:24,440 --> 00:11:26,840 And we find that actually going back to this, the brand, the 261 00:11:27,040 --> 00:11:29,840 brand visibility tracker using Google Gemini, I think this is 262 00:11:29,840 --> 00:11:32,240 really, really important because the more your brand grows, the 263 00:11:32,240 --> 00:11:34,160 more you want to try and keep some sort of cap on it. 264 00:11:34,160 --> 00:11:36,400 On Google Ads. We've had brands before say, 265 00:11:36,400 --> 00:11:39,440 look, we're doing 12 to one ROI and our margins are fantastic. 266 00:11:39,440 --> 00:11:42,480 Like we only need to be at 4:00 to be profitable and we're at 267 00:11:42,480 --> 00:11:44,800 12. It's fantastic, $12.00 for every 268 00:11:44,800 --> 00:11:46,760 $1.00 we spend. And then we look at it and say, 269 00:11:46,960 --> 00:11:49,520 the problem is you can't grow that because it's all reliant on 270 00:11:49,600 --> 00:11:52,160 your brand name. You're not actually acquiring 271 00:11:52,160 --> 00:11:54,560 new customers through this. You're not targeting people that 272 00:11:54,800 --> 00:11:56,600 are deciding between you and 10 other brands. 273 00:11:56,880 --> 00:11:59,080 That is a growth problem and you're not going to be able to 274 00:11:59,080 --> 00:12:00,440 grow. So I'd highly recommend having a 275 00:12:00,440 --> 00:12:02,480 look at that. Some of it's not obvious in 276 00:12:02,480 --> 00:12:05,200 Performance Max and, and how to do on SEO as well. 277 00:12:05,200 --> 00:12:07,640 It's a little bit, a little bit of a black box, but we, we can 278 00:12:07,640 --> 00:12:09,800 provide us some data on that. So yeah, reach out to us if you 279 00:12:09,800 --> 00:12:12,480 want spec dot digital, SPC dot digital is our website. 280 00:12:12,480 --> 00:12:14,800 And, and the second one, sorry, not again. 281 00:12:14,800 --> 00:12:17,880 Third one's the final point from, from Yost and second one's 282 00:12:17,880 --> 00:12:20,800 available to everybody is Alex at Yost and absolutely legend. 283 00:12:20,800 --> 00:12:22,240 I mentioned him almost every week at the moment. 284 00:12:22,800 --> 00:12:27,640 He's also done a search engine journal post about agentic. 285 00:12:27,640 --> 00:12:30,920 I call it agentic 1st. So I was like, do you mean it 286 00:12:30,920 --> 00:12:33,200 Agentic? Yes, Agentic Commerce may be 287 00:12:33,200 --> 00:12:37,560 relevant as UCP was launched on Sunday, this is Sunday last 288 00:12:37,600 --> 00:12:39,080 week. Just Gongs asked them last week 289 00:12:39,080 --> 00:12:40,400 for it. So it's just over a week ago. 290 00:12:40,760 --> 00:12:43,360 Again, we will link to that. If you run at any commerce 291 00:12:43,360 --> 00:12:45,320 store, you're on Shopify, it's highly worth having a quick read 292 00:12:45,320 --> 00:12:46,840 of that. It's an amazing article. 293 00:12:47,440 --> 00:12:48,840 And then we've also got something from Tax Cloud. 294 00:12:48,840 --> 00:12:50,560 This is what happens when I ask around what's going on, 295 00:12:50,560 --> 00:12:51,560 everybody tell us what's happening. 296 00:12:51,840 --> 00:12:53,840 Tax cloud, right? Super fun tax. 297 00:12:53,840 --> 00:12:56,880 Everybody loves tax. So tax Cloud help you file your 298 00:12:56,880 --> 00:12:59,160 returns and pay your tax in all the countries. 299 00:12:59,200 --> 00:13:01,040 Sorry, all the states you need to across the United States. 300 00:13:01,040 --> 00:13:02,960 It's US only. But if you didn't know, 301 00:13:02,960 --> 00:13:08,280 Chicago's PPLTT tax has increased for SAS and cloud 302 00:13:08,280 --> 00:13:12,360 services in 2026. The reason I'm reading it out 303 00:13:12,360 --> 00:13:14,880 word for word as well is tax is not my world. 304 00:13:15,200 --> 00:13:17,040 But what I highly recommend again is going to open the 305 00:13:17,040 --> 00:13:19,400 article and what I highly recommend you do, which you'll 306 00:13:19,400 --> 00:13:22,680 be able to see here on the Tax Cloud website, sign up to their 307 00:13:22,680 --> 00:13:25,040 newsletter. It's called tax radar, sales tax 308 00:13:25,040 --> 00:13:27,080 radar. As soon as tax rates or anything 309 00:13:27,080 --> 00:13:30,320 else change across the US, they will let you know immediately. 310 00:13:30,480 --> 00:13:33,560 If you're running a Shopify store and it's doing anything 311 00:13:33,560 --> 00:13:36,520 better than than it's kind of started and it's kind of about 312 00:13:36,520 --> 00:13:38,320 to do something. As soon as you are trading, 313 00:13:38,320 --> 00:13:39,720 you're going to have to worry about these things. 314 00:13:39,920 --> 00:13:42,240 So if you get the right tech like tech cloud in place early 315 00:13:42,240 --> 00:13:44,560 on, all of this stuff will be automated for you. 316 00:13:44,560 --> 00:13:46,760 Guys in Tax Cloud are amazing. And we've got a webinar coming 317 00:13:46,760 --> 00:13:48,280 up in the next few weeks as well. 318 00:13:48,680 --> 00:13:50,720 I don't think we've announced the date because I've not read 319 00:13:50,720 --> 00:13:53,600 it out, but I know Byron and the guys at Tats Cloud and Yoast. 320 00:13:53,640 --> 00:13:55,240 No, yeah, sorry. Tats Cloud and Saguna are 321 00:13:55,240 --> 00:13:57,200 working on getting that in the diary at the moment. 322 00:13:58,280 --> 00:14:00,280 Amazing, right? That's the end of the news. 323 00:14:00,320 --> 00:14:02,360 And we had a couple of tangents, which is fantastic. 324 00:14:02,360 --> 00:14:04,800 We're going to do trivia, or Quivia, as I call it. 325 00:14:04,800 --> 00:14:06,760 Question about trivia, so here we go. 326 00:14:06,760 --> 00:14:11,280 First one in the UK, how long does the average child spend on 327 00:14:11,280 --> 00:14:14,800 YouTube per day? I assume it's similar in the US. 328 00:14:15,120 --> 00:14:16,840 How long I'm going to sit for water because I've been talking 329 00:14:16,840 --> 00:14:19,600 a lot, but how long does the average child in the UK spend on 330 00:14:19,600 --> 00:14:25,080 YouTube every day? So if you sell products, they're 331 00:14:25,080 --> 00:14:28,360 designed for children or your target audience's children could 332 00:14:28,360 --> 00:14:32,320 be running ATV program or something like that 92 minutes a 333 00:14:32,320 --> 00:14:34,560 day. I found this quite shocking 334 00:14:34,560 --> 00:14:36,040 because we're trying to keep our little baby. 335 00:14:36,040 --> 00:14:38,640 She's only nine months, but we're trying to keep her off 336 00:14:38,640 --> 00:14:40,240 screen. As soon as we touch our phones, 337 00:14:40,440 --> 00:14:41,840 she's now like, oh, let me have a look. 338 00:14:42,080 --> 00:14:44,880 So we're trying to encourage her to enjoy the real world. 339 00:14:45,400 --> 00:14:49,000 Or as one of my gamer friends says, says IIRLI think it is in 340 00:14:49,040 --> 00:14:51,640 real life, probably 1 known phrase to some of you and the 341 00:14:51,640 --> 00:14:52,680 rest of your life. No idea. 342 00:14:53,400 --> 00:14:56,960 And then last one, what percentage of the world's 343 00:14:56,960 --> 00:15:01,160 population use social media? Percentage of the world are on 344 00:15:01,160 --> 00:15:02,520 social media. So we spoke about the e-mail one 345 00:15:02,520 --> 00:15:03,600 earlier. Email's really, really 346 00:15:03,600 --> 00:15:05,160 important. If you did marketing, Google's 347 00:15:05,160 --> 00:15:07,720 obviously important or I won't be sitting here and running a 348 00:15:07,720 --> 00:15:09,720 career for nearly 20 years on Google advertising. 349 00:15:10,120 --> 00:15:12,280 But what percentage of the world's population use social 350 00:15:12,280 --> 00:15:16,560 media? The answer is 64%, which all 351 00:15:16,560 --> 00:15:19,360 things considered, I thought was quite interesting because, and 352 00:15:19,360 --> 00:15:21,600 again, it's from Hubspot's marketing stats. 353 00:15:22,200 --> 00:15:24,560 I thought it was quite interesting because the, when 354 00:15:24,560 --> 00:15:26,440 you think about it, you're like, all right, let's take out the 355 00:15:26,440 --> 00:15:30,160 really kind of, you know, the, the older people demographics 356 00:15:30,160 --> 00:15:31,840 get, the less they do use social. 357 00:15:31,840 --> 00:15:35,200 That is kind of a fact. The younger kids get, the less 358 00:15:35,200 --> 00:15:37,600 they're using it, Although depends if we're including 359 00:15:37,600 --> 00:15:40,320 YouTube in that social media, but 20, sorry, 64 percent is 360 00:15:40,320 --> 00:15:41,960 huge. Guess what? 361 00:15:41,960 --> 00:15:43,800 The, and then finally, it's part of the answer on that. 362 00:15:43,800 --> 00:15:46,040 But guess, you know, no surprise for this. 363 00:15:46,160 --> 00:15:48,840 And guess what the most downloaded social media app was 364 00:15:48,840 --> 00:15:51,280 in 2025. We talked about it already. 365 00:15:51,280 --> 00:15:53,080 It's Tiktok. Tiktok was the most downloaded. 366 00:15:53,080 --> 00:15:55,560 So if you're a brand that is wanting to grow and also to a 367 00:15:55,560 --> 00:15:59,240 younger demographic or to sort of teenagers and people in their 368 00:15:59,240 --> 00:16:02,480 20s, Tiktok is absolutely where you need to be at the moment. 369 00:16:02,640 --> 00:16:04,040 I hope you've enjoyed listening to today's show. 370 00:16:04,040 --> 00:16:05,960 It's been absolute pleasure reading out some news headlines, 371 00:16:06,000 --> 00:16:08,440 sharing some advice on that. We're going to be back hopefully 372 00:16:08,440 --> 00:16:10,360 with the guests this week. We haven't recorded 1 yet, but 373 00:16:10,360 --> 00:16:12,120 we will be recording one before Friday. 374 00:16:12,600 --> 00:16:14,040 People in my inbox are waiting to hear back from. 375 00:16:14,040 --> 00:16:15,600 So we should have an amazing guest this week. 376 00:16:15,600 --> 00:16:17,800 And if you haven't already, go and sign up to our summit. 377 00:16:17,800 --> 00:16:20,720 If you are a tool bit software, you want to get involved in 378 00:16:20,720 --> 00:16:23,080 either the show or the summit we're going to be running in 379 00:16:23,080 --> 00:16:25,320 September, please do reach out. We'd love to hear from you. 380 00:16:25,320 --> 00:16:27,040 We've got loads of opportunities to get involved in the show at 381 00:16:27,040 --> 00:16:29,280 the moment as much as we are. We've got more sponsors than 382 00:16:29,280 --> 00:16:31,120 ever right now, but more opportunities and more content 383 00:16:31,120 --> 00:16:32,920 being created. Thanks much tuning in. 384 00:16:33,040 --> 00:16:35,280 Hope you join me again on Friday and back again next Tuesday with 385 00:16:35,280 --> 00:16:36,720 Tea Break Talks. Thanks again.