Jons Mottram

Clicks don’t pay salaries. ROAS does. But most agencies still optimise for the wrong numbers. They’ll show you: → CTR “improving” → Impressions “growing” → Spend “scaling” But none of those metrics keep your brand profitable. They just make the reports look good. Here’s what actually matters if you’re running growth at an eCom brand: ✅ Revenue that scales with spend ✅ ROAS that holds through seasonality ✅ Profitability that protects your margins That’s why our 3-Phase ROAS Scaling System™ is built around a single question: Is every dollar spent moving the bottom line forward? Most agencies inflate the numbers that look good. We obsess over the ones that grow brands. 🟢 If you’re leading an eCom brand — what’s the one metric you track above all others?

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I just audited a Klaviyo account with 160K subscribers.   Here's what I recommended they do to scale their brand:   ❌ The main problems with their Klaviyo account: → Bot clicks inflating campaign data → Paying $1K/month for Klaviyo with limited ROI → Flows generate low revenue despite good performance → Revenue isn't tracked properly from non-Shopify channel In plain English, this brand had the infrastructure (flows, large list) but lacked the traffic volume to make it profitable. ✅ My recommendations to fix them:   1. Stop optimizing flows   They're converting at the industry standard but aren't getting enough volume.   Focus energy elsewhere.   2. Clean up attribution settings   Exclude bot interactions from email and SMS metrics for accurate data.   3. Focus on traffic generation   Paid ads or SEO or organic social > Strategic email campaigns   4. Leverage the 160K subscriber list   Send campaigns that drive traffic spikes → triggers flows → increases revenue.   5. Audit list quality   Clean out unengaged subscribers to reduce the $1K/month bill.   6. Analyze winning campaigns Replicate what's already driving clicks and traffic to the website.   Also, in plain English: Shift from optimization mindset to acquisition mindset.   More customers entering your funnel will do more for revenue than perfecting conversion rates on low-volume flows.   Bottom Line:   Great email marketing infrastructure means nothing without traffic to feed it.   Focus on filling the top of the funnel. The flows will take care of the rest.

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You’re paying for clicks. We’re paid on results. Most advertisers still run PPC the old way. 📉 Pay upfront 📉 Chase ROAS 📉 Optimise for clicks 📉 Hope conversions follow But there’s a better model one where your spend is tied to actual results. Commission-based PPC flips the script: ✅ You only pay when sales happen ✅ We’re aligned with your revenue goals ✅ The focus shifts to profit, not just traffic ✅ No budget wasted on tyre-kickers or irrelevant clicks Volume doesn’t work anymore. It’s about intent and when incentives are aligned, performance follows. We’ve seen this work especially well for E-commerce brands with solid margins and clear targets.

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One metric matters more than ROAS, CAC, & AOV combined. Your ad agency won't tell you this. Scroll through LinkedIn and you'll see endless posts from marketers obsessing over Meta ROAS and viral Ad strategies. Meanwhile, the 8 and 9-figure brands I work with are laser-focused on a completely different metric. 𝗙𝗶𝗿𝘀𝘁-𝗼𝗿𝗱𝗲𝗿 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆. The ability to make a profit on the very first purchase from a new customer - before retention, before LTV calculations, before anything else. Here's why first-order profitability is so important: → Creates instant positive cash flow from day one → Eliminates dependency on retention to break even → Allows you to scale ad spend aggressively without debt → Minimizes your overall business risk The 3 key metrics you need to track religiously to achieve first-order profitability: 1. Variable Costs     This includes COGS, shipping, fulfillment, payment processing, etc. You need to know this number down to the cent. 2. New Customer Revenue     Not blended revenue, not total revenue - specifically new customer revenue. This is what you're actually generating from first-time buyers. 3. CAC (Customer Acquisition Cost)     Your all-in cost to acquire one new customer. —- When you have these dialed in, you can calculate your contribution margin - the profit left after all variable expenses. This is your actual North Star. I've seen too many brands chase top-line revenue while their costs spiral out of control. Remember: you can have incredible ROAS numbers and still lose money if your unit economics don't work. Fix your first-order profitability, and everything else becomes easier.

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Boost Your CTR by 22% - It's Easier Than You Think 📈 Last week we achieved a 22% in our CTR for one of our beauty clients. The best part? It wasn't hard. Or maybe, Alessio Pacioni just makes things (look) easy. Here's how you can do the same: 1. Remove the beige colour in the background of the original main image Amazon specifically says it wants images with a white background. 2. Include packaging to take up more space in the SERPs Amazon specifically wants you to take up 85% of the image space. 3. Add a texture shot to show the product and give customers a sense of 'feel' Amazon specifically wants to you improve the customer experience. Simple, compliant, easy. #AmazonCTR #amazonstrategy #amazonmarketing #amazonorganic #amazonseo #amazonbrand

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LinkedIn's algorithm just shifted from tracking volume to tracking behavioural authenticity... and it's about time! According to a great report by Expand.io, LinkedIn’s detection systems are now advanced enough to spot automation patterns that used to fly under the radar. For Marketing Directors and sales teams this changes everything, especially if you’re still optimising for volume over value. Personally, I don't think this is a bad thing. LinkedIn is trying to beat the bots and rightly so. We're all getting fed up of seeing engagement pods, impersonal automated messages and obvious patterns in activity. If I had a shot for every time someone 'viewed' my profile and then sent me a connection request 1 hour later... It's also something we've been telling our clients for years... real human connection will always win. Without the fundamentals, you'll fail to see long-term growth. Yes, AI and automation are here to stay. They’ll become second nature for digital marketers and baked into every team, every tool, every touchpoint. But that’s not the problem. The problem is when people forget the fundamentals. The research is clear: → Companies using outdated, uniform tactics are seeing 78% account survival → Those building in human-like interaction hit 94% safety rates → LinkedIn’s now tracking timing patterns, weekend activity, scrolling behaviour, and penalising anything that looks robotic The end goal isn’t to avoid automation, it's about making sure it enhances your marketing tactics, rather than replacing your marketing all together. This is done by: ✅ Adding natural variability ✅ Building in genuine micro-interactions ✅ Respecting social signals ✅ Thinking like a marketer, not a coder Marketing has always been about connection, relevance, and timing. That hasn’t changed. If your LinkedIn strategy doesn’t reflect that, it’s not just underperforming. It’s at risk.

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Most advertisers overcomplicate. We’ve run campaigns where the top performer wasn’t a fancy funnel — it was: → A single sentence headline → A static image with zero design → A straight-to-the-point CTA People don’t want clever. They want clear. The simpler your ads, the harder they hit.

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I keep seeing the same take over and over: “LinkedIn company pages are dead. Don’t waste your time.” Here’s the thing: our latest post with OpusClip pulled 20K clicks. That’s a 121% CTR. On a company page. Now, I know what some people will say: "Yeah, but it would have done way more impressions on your personal creator page." And they’re probably right. But reach isn’t everything. When we post something like the OpusClip study on a company page, it carries a different weight: - Authority: it’s the brand speaking, not just me - Credibility: it feels more official, especially for research or rankings - Longevity: the post becomes part of an ongoing library people can return to, not just a one-off in my feed For me, it’s not just about chasing views. It’s about positioning Favikon as a trusted source in our space. And for OpusClip, it’s a win too, their study gets shared from an official brand channel, which adds credibility and makes it easier for other companies, media, and decision-makers to reference it. Here’s how we make the page work: 1/ I’m the “personal brand” front 2/ Josie Renna is the face of the company page 3/ We post only when it’s worth stopping the scroll: team news, targeted studies, experiments that start conversations Do we have every employee posting daily? Nope. Not yet. (I know, ironic for us.) But with new hires coming in September, that’s going to change fast. So maybe company pages aren’t dead. Maybe most people are just using them wrong.

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