Author Archives: Natasha Murphy

Guide to Kickstarting Your First Social Media Campaigns

In eCommerce, social media marketing plays into every facet of a strong marketing strategy. It can be used to boost SEO efforts, build a more positive brand image, spread the word about a new product or service and, most importantly, to boost sales. If you’re new to social media marketing, it can seem like quite an intimidating world. Luckily, we’re here to help you kickstart your first social media campaign, so it’s successful from the beginning.

It’s All About Analytics

Unfortunately, there’s no way to know up front whether your social efforts will work, but you can gather data over time to measure a campaign’s success. The biggest mistake new social marketers make is not focusing enough on analytics. In most cases, the analytics tools offered by the social media channel won’t contain enough data, but partnering with an automated online marketing platform like Springbot can help fill in some of those big gaps.

  • Trackable Links — Trackable links are important to your social campaigns because they tell you which social network is bringing the most traffic to your website. They track where a user came from, which can be valuable if you’re trying to measure exactly which social platform is your top performer.
  • User Demographics — A data-driven marketing strategy is key in the modern world of social marketing. Adding analytics plug-ins to your eCommerce shopping platform can help identify your target audience. Once you know your audience, you can use social advertising tools to tailor your ads to certain demographics. You should also use the same data to guide your PPC campaigns outside social media.
  • Pick the Right Platform — User demographics can also help you determine where to spend the bulk of your marketing money. After you’ve defined your target audience, you can determine where your core shoppers spend most of their time online, ensuring that your ads are effective from the very first campaign you create.

Make Your Ads and Posts Work for You

Social media marketing is great because people return to these platforms frequently, which means you might have dozens of opportunities to market to consumers along their buyer’s journey. A recent statistic from Pew Research Center points out that 75 percent of users check their Facebook account at least once a day. Leveraging your paid ads and posts is one of the best ways to ensure that you’re targeting the right shoppers at the optimal time.

  • Retargeted Ads — Retargeted ads are essentially ads that remind users of a product or service they’ve already browsed. Often, they pop up as traditional display ads on other websites, but you can also use Facebook retargeted ads to get consumers back to your website. Make sure to build retargeted ads into your social strategy from the beginning so there are no missed opportunities.
  • Use Dynamic Ads — Dynamic ads are ads that change and iterate based on a designated target audience. You should always use dynamic ads instead of static ads to ensure that you’re getting the most relevant advertisements to your target audience. Dynamic Facebook ads can be used to make your paid social media ads more personalized, which means more engagement.
  • Think About Timing — Using a social calendar is a great way to help ensure that you’re maximizing the potential of your organic posts. For example, you can schedule posts based on your customer data and when they’re most likely to be online and engaged. This will ensure that you get the most clicks out of every post. 

Shoppable is a Worthy Investment

Shoppable content is having a serious moment right now. Plus, it can really help lead consumers to make a purchase and keep cart abandonment at bay. The fact is that one of the biggest customer pain points with promotional content on Pinterest, Instagram and other platforms is that there is not an easy way to shop from a brand’s page. Luckily, there are ways to eliminate that issue, which is something you should do before you officially launch your social campaign. Making your content more interactive and shoppable can seriously ramp up your engagement factor.

  • Shoppable Instagram —Transform your Instagram account into a veritable storefront with the help of Springbot’s Advanced Shoppable Instagram This feature allows you to create a custom landing page, placed within your Instagram bio, so that consumers can find exactly what they’re looking for right from your Instagram account.

About Springbot

Springbot provides advanced eCommerce marketing technology for small to medium-size retailers. We make the overwhelming task of running and tracking multi-channel marketing campaigns ridiculously simple, from email and social marketing to online ads, Amazon Marketplace and more.

The key is Springbot’s integration with Big Commerce, Magento and Shopify to deliver the power of data management, marketing automation and analytics. We then take that information and make data-driven marketing recommendations specifically tailored for your needs. 

Shopify Unite Recap 2018

This year’s Shopify conference, Unite 2018,  just wrapped up after an exciting few days of updates and enhancements that are sure to take the commerce experience to the next level. The conference took place in Toronto, Ontario on May 7-9. Talks centered around the impact of global growth on today’s businesses and what Shopify is doing to help improve the overall experience. Below, you’ll find some key highlights on just a handful of new things coming to Shopify.

Shopify announces a first-ever multilingual beta platform

Keynote speaker, Tobias Lütke, announced the release of an early beta in six languages. Users will be able to get their store started and complete day to day tasks in their own language. Some areas, including the mobile app, are still in English, but Shopify is working hard to continue to improve the experience. Users can help improve their experience by providing feedback on the provided form in Shopify. Those who wish to use the beta can simply sign up and select their desired language.

Shopify reinforces the importance of multi-channel retail

Despite the closing of many retailers, including major brands, retail is not going away anytime soon. VP of product, Satish Kanwar, discussed how it is more important than ever to have a streamlined process for the success of multi-channel retail. Shopify is working hard to ensure that regardless of whether the customer ultimately buys on-line or in person, that they have the most successful experience possible. One of the ways they are making this is a reality is with new POS hardware and features. In the fall of 2018, Shopify will introduce its new Tap & Chip Reader. This tool will accept tap payments as well as chip cards in a safe environment. This will free up time for merchants to spend more face to face time with their customers. In addition, it integrates with Shopify’s POS system to create a seamless experience for the seller to sell product, manage inventory and get paid all in one place.

There are multiple enhancements coming to the POS system as well, including the ability to tip at the point of sale. A new app called “Customer View” will also be released this fall and will allow the customer a full view of the product and price, as well as provide an opportunity to tip and choose how to receive their receipt. In addition, the ability to return online purchases in-store will become more seamless.

A huge initiative was announced to manage inventory across multiple locations

Lynsey Thornton said that Shopify’s biggest initiative to date is Locations. Releasing this summer, Locations will allow for managing inventory across multiple locations. This is a huge step that will allow retailers to add locations, even on the mobile app, and be able to see everything they have in one place. Learn more about Locations and when it will be available here.

Shopify Ping

An upcoming feature release includes Shopify Ping which acknowledges the importance of today’s smartphone by integrating customer conversations and marketing workflows into a single app. Facebook Messenger,, Chat Kit, and more all combine in one place in the Shopify Ping app. It also allows the seller to work on their marketing efforts in the same app.

Fraud protection

A new feature, Fraud Protect, is being released for Shopify Payments. When utilized, Fraud Protect analyzes each purchase for fraud and makes a protect decision. This saves sellers a huge amount of time, giving them more time to focus on selling their actual product. Shopify stands behind this product and will reimburse the chargeback costs if an order ends up being fraudulent.

Re-designed developer experience

A new developer platform feature, app extensions, was also announced. The goal is to simplify the process for a merchant’s experience in the dashboard making more available in one place.  In addition, Shopify aims to automate many functions that are currently manual with the introduction of Shopify Flow. This platform brings apps together through connectors for Shopify Flow. Sign up early for this feature by clicking here.

The buzz was electric, and these are just a handful of the many ways Shopify continues to help simplify business. To learn more about these and many other exciting new features, click any of the links below:


At Nicely Built, one of our areas of expertise is Shopify. We pride ourselves on developing sharp, custom websites so you can get the most out of your online presence.

Client Spotlight: Smartglass Jewelry

At Nicely Built we strive to create beautiful websites. Therefore, we are thrilled when we get to work with clients from the creative industry that may have special design needs. Kathleen Plate is an Atlanta based artist who creates beautiful jewelry from recycled glass. She has been mastering the craft of transforming old and dusty bottles into stylish jewelry since the 1990s. Her first big commercial success came in 2006 when Coca-Cola asked her to develop a line of jewelry using the iconic Coca-Cola bottle in an effort to help the brand make a stronger connection to fashionable customers.

An artist of Kathleen’s caliber must have a well-designed and beautiful website to showcase her creations. So, Kathleen contacted Nicely Built last year when she decided that the Smartglass Jewelry website needed an overhaul. Her site was not mobile compatible, and the design needed a refresh and more of her story to appeal to consumers who would have their first encounter with Smartglass Jewely on the web. She had heard about the talented and personable team at Nicely Built, and she hired us to redesign and re-platform her web store. We migrated the existing site data into Shopify and worked with her to design the theme she had envisioned for the site. Then, we were very happy to see that switching to the Shopify platform and installing apps such as Springbot helped Kathleen’s significantly grow her online sales channel. Her holiday  (i.e. November – December) web sales improved 31% between 2016 and 2017. While her Valentine’s period (i.e. February) web sales increased by 38% between 2016 and 2017.

There were some very challenging aspects of this project that we enjoyed a lot. We set up a wholesale client portal for Smartglass Jewelry that allowed Kathleen to collect payments at purchase. We worked with Kathleen to design an efficient process for her wholesale orders and then built features in her website to support that wholesale process. Although this was not the first time that we had built a wholesale portal, it was the first time we worked with a client who had a large-scale B2B business. This meant that to handle the wholesale ordering functionality we had to go much further than simply installing an app. There were a lot of logistical puzzles to figure out, many of which were made complex by the limitations of the Shopify platform at times. However, the project was a lot of fun!

The Nicely Built team is known to be very personable, and we like to infuse fun into our work as a way to help clients feel more at ease while one of the most important components of their business, their website, is being worked on. The most fun part of this project was the photo shoot we helped coordinate with local photographer Jess Smith-Winchester. The new editorial photography made all the difference in the design of the website! Following our experience with the Smartglass project, we are very excited about the potential to work with other artists and entrepreneurs with an eye for design.

We start every project with an in-depth call to discuss features and functionality to make sure that we understand the client’s vision for their website. Contact us at hello@nicelybuilt.comto get in touch.

Instagram Shopping 101

What is Instagram Shopping?

Instagram Shopping is an exciting new feature that is currently available to selected businesses in the USA. This feature makes Instagram posts more shoppable by allowing businesses to tag products in their posts. Shoppable posts are marked with a round shopping bag icon in the lower left corner of the post.

Instagram users can click on the product tags to see more details about the tagged products such as: an image of the product, a description of the product and the price of the product. In addition, when users click on the tagged products they will also see a link to website where they can purchase the product. As you are aware, currently it is not possible to have external links in Instagram posts, therefore we think that this new feature will have a huge impact on conversions.

During the initial test phase for this feature 4% of the people who saw a shoppable photo clicked on it to reveal the details and 19% of the people who clicked on the photo also clicked on the link to the retailer’s website to potentially purchase the product.1

What you need to use this feature

In order to become eligible for the Instagram Shopping feature your business will have to satisfy the following requirements:

– Your Instagram account must be converted into a business profile
– You must have a product catalog associated with a shop on Facebook or Business Manager (easy with Shopify!)
– You must sell eligible physical goods (currently apparel, jewelry and beauty brands)
– Your business must be located within the US
After you satisfy all the requirements outlined above you will have to apply to obtain access to the feature and the approval process can take up to a week.

When can you start using this feature

If you are a US-based business that sells apparel, jewelry and beauty products you are in luck! You are eligible to start using the feature immediately.
If you are not currently eligible for Instagram shopping, you will have to wait until this feature is rolled out more broadly. Unfortunately, Instagram has not provided more details about their plans for a broader roll-out. But, given the strong interest in this feature we are hopeful that it will be rolled-out more broadly soon!


Instagram opens shoppable organic posts to more businesses in the US

Facebook Ads: 6 Simple Steps to Improve Conversions

The following post was submitted from our friends at Springbot.

You’ve probably heard that Facebook advertising is an effective way to grow your eCommerce business. While this is true, it can be frustrating if you don’t see those desired high conversion rates.

Though your campaign’s objective may be set to “Conversion,” this doesn’t automatically optimize your Facebook ads for the best results. If it were that easy, everyone would be winning on social media.

Fortunately, it isn’t too difficult to drive more conversions and reap the benefits of Facebook advertising. Follow these six simple steps, and you will have a high-converting ad campaign that blows away the competition.

Step One: Target the Right Audience

As most marketers know, targeting the right audience at the right time is key to any successful marketing campaign. With Facebook’s powerful ad targeting capabilities, you can create highly relevant ads tailored for specific audiences to increase your conversions.

One effective strategy to drive conversions is to create a Custom Audience of people who have visited your website but have not made a purchase. By downloading the Facebook pixel, you can set up a retargeting campaign that will bring back lost shoppers and display relevant ads, based on where they are at in the marketing funnel.

Each of your customers is unique, so why would you market to them the same way? Segmenting your audiences will help you deliver relevant ads that inspire people to convert.

Step Two: Choose the Proper Facebook Ad Placement

Should your Facebook ads be placed in the Desktop News Feed? What about the Right-Hand Column? These decisions aren’t easy for online marketers who are just diving into Facebook advertising.

Though some will argue that certain strategies are more effective than others, the simple truth is that the best ad placement for higher conversions will depend on the goals of your campaign, your target audience, and your marketing budget. Test each placement carefully to decide which placement offers the best performance.

Step Three: Use Compelling Images and Copy

Every eCommerce merchant knows the importance of high-quality visuals and compelling ad copy for their product pages. The same standards should apply to your Facebook ads.

Your featured image is often the first thing that people will see as they scroll through their News Feed. Therefore, it needs to be high quality and comply with Facebook’s image specifications. If you don’t have the budget to hire a designer, you can make your own using tools like Canva.

When it comes to your Facebook ad copy, keep things short and simple, like the Broken Rod Bottle Bar does in the following example:

Make your value proposition clear and to the point. Your audience should know immediately what your business is offering and how it will benefit them.

Step Four: Align Landing Pages with Your Facebook Ads

Are people clicking on your links but failing to convert? The problem could be with your landing pages.

Far too often, we see marketers invest their money for creating Facebook ads, only to send visitors to a landing page that doesn’t align with their marketing goals. If your Facebook ad is promoting a free webinar and your landing page doesn’t contain the same messaging, your visitors are going to be rightfully confused.

To boost your conversion rates, each of your ads should have a consistent offer, similar design, and a sense of urgency. People who click on your ads will be more likely to convert when their path is simple.

Step Five: Rotate Your Ads to Combat Ad Fatigue

Ad fatigue is real, and it can seriously hurt your conversion rates. If you have been running the same ad for weeks and noticed higher cost-per-clicks and frequency rates, your audience may be ambivalent from seeing the same ad.
The good news is that you can easily combat ad fatigue by rotating certain variables in your Facebook ads. This will keep things fresh and keep your audience engaged with your marketing campaigns. Change the color of your ads, switch up your headlines, and swap images to boost your ad’s efficiency.

Step Six: Test and Analyze Results

Continuously testing and analyzing your Facebook ad campaigns is essential if you want to maximize your conversions. Be sure to split test certain variables of your ad separately for accurate results.
To make things easy for our customers, Springbot is integrated with AdRoll, and a full analysis of your ad performance can be found directly within your dashboard.


Optimizing your Facebook ads isn’t difficult, but it does take a bit of effort. With the six simple steps listed above, you can make the most of your ad budget and begin seeing higher conversions. Need assistance in setting up successful Facebook ad campaigns? Springbot now offers Campaign Services to help you reach the right audience.

About Springbot

Springbot provides advanced eCommerce marketing technology for small to medium-size retailers. We make the overwhelming task of running and tracking multi-channel marketing campaigns ridiculously simple, from e-mail and social marketing, to online ads, Amazon Marketplace and more. The key is Springbot’s integration with BigCommerce, Magento and Shopify to deliver the power of data management, marketing automation and analytics. We then take that information and make data-driven marketing recommendations specifically tailored for your needs.