Author: Emily Crosby

AI content writing & Google’s core updates

Posted on October 31, 2024 by - Resources

AI content & Google's core updates

It can’t be denied that AI tools have revolutionised the content creation process, offering businesses the ability to create high-quality content faster than ever before. 

However, AI is also a controversial topic in the marketing industry, particularly regarding content writing. Google has recently rolled out a series of core updates that aim to filter out heavily AI-generated content from search results, and so we need to be very careful in how we approach AI to avoid being penalised by Google’s algorithm. 

Let’s look at how to maximise the benefits of AI for content writing while staying compliant with search engine requirements.

The Google landscape – key updates concerning AI

August 2023 | core update

This update is designed to improve the quality of search results by showing more content that people find genuinely useful, which is the basis for subsequent updates as seen below. This particular update takes into account the feedback Google received from creators over the previous months, including small or independent sites that are creating useful, original content.

September 2023 | Helpful Content update

Promotes more original, helpful content written by people, for people, rather than content made primarily for search engine traffic. Takes into account sitewide factors, such as a lot of unhelpful, thin or duplicated content. 

March 2024 | core update

A larger core update than usual. It focuses on the helpfuless of content and aims to show less content that feels like it was made to attract clicks and more content that people find useful. Includes three new spam policies, cracking down on AI-generated content and parasite SEO.

August 2024 | core update

Designed to improve the quality of search results by connecting people with a range of high-quality sites, including smalller sites that are creating useful content. 

Understanding Google’s core updates and AI content

Google’s algorithms focus on promoting content that provides real value, resonates with readers, and demonstrates experience, expertise, authoritativeness, and trustworthiness (referred to as E-E-A-T). The recent updates have introduced a stronger focus on detecting low-quality, purely AI-generated content that lacks these qualities. Google has clarified, however, that its goal isn’t to penalise AI-driven content in general but rather to penalise content that feels robotic, generic, or fails to meet its quality standards. You need to be creating people-first content, rather than throwing something together for the sake of hitting certain keywords.

So, how can you use AI to write content that aligns with Google’s standards?

1. Use AI for research and idea generation

One of the best uses of AI is for speeding up the research phase. Tools like ChatGPT, Jasper, and others can quickly summarise articles, list statistics, and generate topic ideas. By using AI in the planning phase, you can compile key insights and data points, ensuring that your content is informative and up-to-date. When AI helps you identify relevant trends, facts, and subtopics, you’ll end up with a solid foundation to create unique and valuable content that meets Google’s E-E-A-T criteria.

Example: use AI to gather multiple viewpoints on a topic and ensure coverage of the latest industry news and trends.

2. Humanise and refine AI-generated drafts

If you’re using AI to draft content, you must ensure that you are thoroughly editing and adding touches to every piece before publishing. AI can efficiently produce a rough draft, but it’s up to you (or a writer) to revise it into something original and engaging. Adding personal anecdotes, real-world examples, or expert insights transforms generic AI content into a relatable, high-quality article that resonates with readers. The addition of these examples and anecdotes will also ensure you demonstrate the experience and expertise Google is looking for. 

Best practices:

Rewrite in your brand’s voice: use AI drafts as a starting point, then add brand-specific tone, style, and vocabulary.

Incorporate expert quotes or original insights: add opinions, industry expert quotes, or personal insights that AI cannot generate on its own.

Avoid excessive AI phrasing: rewrite sections that sound robotic, overly formal, or repetitive.

3. Use AI to analyse performance and fine-tune SEO

AI-powered content analytics can be instrumental in improving your SEO strategy and tailoring your content for Google’s evolving standards. Tools like Clearscope, MarketMuse, and SurferSEO help identify keywords, suggest topic clusters, and analyse readability scores. Use these insights to ensure your content covers all essential angles, remains relevant to search intent, and is optimised for readability and engagement.

Example: use AI to discover what people are searching for and why, then adapt content to match intent.

4. Experiment with AI in supporting roles

AI doesn’t just help with content creation—it can enhance visuals, distribution, and even user interaction. Tools like Midjourney for imagery or Copy.ai for social media posts allow you to produce engaging visual and supporting content that boosts the appeal and visibility of each piece. Consider using AI for crafting captions, generating infographics, or creating outlines for other multimedia content, while retaining human oversight and quality control.

Example: use AI-generated elements like infographics to add value but maintain originality with human-curated details.

5. Ensure compliance and ethics

A major part of Google’s E-E-A-T is trustworthiness. Make sure your AI-assisted content is factual, avoids bias, and respects privacy. Additionally, transparency about AI’s role in content creation (when relevant) can foster user trust. As you edit, keep ethical standards in mind: confirm facts, give credit to sources, and avoid AI-generated filler or fluff that doesn’t add value. It’s also important to bear in mind the subject matter of your content. AI can’t approach certain topics with the sensitivity or tact required – there are certain subjects that only a human writer can tackle. 

Best practices:

Fact-check rigorously: don’t assume all AI-suggested facts are correct; always verify.

Credit sources: cite credible sources for statistics, studies, and expert quotes.

Consider subject matter: don’t use AI to write about highly sensitive topics

Collaboration over automation

AI content writing tools are here to stay, but to ensure you’re making the most of them while aligning with Google’s evolving standards, focus on collaboration between AI and human writers. AI will not replace human content writers, but writers can boost efficiency by using AI tools to help with data, idea generations and speed. 

Need to improve your website content but wary of AI? Our SEO experts can equip you with the right AI tools to boost content quality and organic performance – fill out this form to get started.

 

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How to use AI for content writing

Posted on September 30, 2024 by - Resources

How to use AI for content writing

AI is transforming how businesses create content, from blog posts and product descriptions to ad copy and email campaigns. If used wisely, AI tools can save time, boost productivity, and help you to create better content.

But they also come with limitations that marketers should be aware of to ensure quality, authenticity, and effectiveness.

In this guide, we’ll explore how AI can speed up content creation, the benefits and drawbacks, and when it’s appropriate to use AI-generated content.

How AI speeds up content writing

Faster drafting

AI can generate entire drafts of blog posts, articles, or social media posts in minutes. These drafts provide a structured foundation to build on, cutting down on the brainstorming and planning phase.

Quick edits and summaries

AI can automatically edit and proofread content, catching grammatical errors and improving readability. For long-form content, AI tools can summarise key points, making it easier to extract insights or create digestible snippets for different platforms.

Optimising for search engines

AI tools can quickly suggest keyword-rich headings, meta descriptions, and content outlines optimised for search engines. By analysing keyword data, AI can help ensure your content aligns with SEO goals, giving it a higher chance of ranking well.

Content personalisation

AI can generate personalised messages and content for different segments of your audience. Based on data, it can tweak the tone, style, and wording to appeal to specific buyer personas or customer journeys.

Enhanced content ideation

When you’re stuck on what to write, AI tools can suggest topics based on trending themes, industry keywords, or even customer behavior insights. This helps overcome creative blocks and ensures your content remains relevant to your audience.

What to be wary of when using AI for content writing

Lack of originality

AI tools rely heavily on the data they’re trained on, which means they often generate generic content or reuse common phrases found online. This can lead to repetitive, unoriginal copy that fails to stand out. Competition is stiff in the world of ecommerce, and we’re bombarded with a sea of content all day, every day. It’s harder to stand out from the crowd, and AI-generated content is just going to blend into the background. You need to ensure that every piece of content you produce offers something original or useful. 

Contextual errors

While AI excels in grammar and structure, it struggles with understanding nuanced context, tone, or cultural relevance. Content generated without human oversight may contain factual errors, misinterpretations, or inappropriate tone, especially regarding sensitive topics.

Over-reliance on templates

Many AI copywriting tools work by using predefined templates, which can result in formulaic and robotic writing. If overused, this can make your brand voice feel impersonal or disconnected from your target audience.

SEO misfires

Although AI can optimise content for SEO, it may prioritise keywords in a way that sacrifices natural flow or readability. The balance between human-friendly and search engine-friendly content may be lost, leading to keyword stuffing or awkward phrasing.

Google’s ranking systems aim to reward original, high-quality content that demonstrates qualities referred to as E-E-A-T: expertise, experience, authoritativeness, and trustworthiness. Search engines now prioritise human-first content, which means the copy has been created with human readers in mind, not purely for ranking purposes. This is why AI-generated content can cause problems and damage your site’s organic visibility— there is no replacement for lived experience and human expertise.

Plagiarism concerns

AI-generated content is not immune to plagiarism. Since these tools scrape the internet for data, there’s a risk that some content will be too close to its original source, raising ethical and legal concerns.

AI content creation: ideal usage cases

Bulk content creation

If you’re managing multiple campaigns or websites and need to scale content production, AI tools can help generate large volumes of content, such as product descriptions, meta titles, or meta descriptions. Typesmith is a great tool for creating this type of content in bulk, without having to sacrifice quality. Developed by SEO experts, it can take into account your brand’s tone of voice to generate hundreds of unique, high-quality product descriptions within minutes.

Generating simple or data-driven content

For content types that are formulaic or heavily data-driven, such as financial reports, sports scores, or weather updates, AI can efficiently produce accurate and concise content.

Brainstorming and outlining

AI can be highly effective at generating content ideas, outlines, or first drafts. You can then refine and personalise the content to ensure it aligns with your brand voice and messaging.

Multilingual content

AI-powered translation tools allow you to create multilingual versions of your content with relative ease, expanding your reach to global markets. However, human review is still necessary for nuance and cultural adaptation.

When you shouldn’t rely on AI

Brand voice and creative copy

AI struggles to capture the essence of a unique brand voice or the emotional depth required for creative writing. For catchy slogans, campaign copy, or any content that needs to evoke strong emotions, human creativity is still essential.

Sensitive or complex topics

AI may lack the understanding needed to handle sensitive topics such as mental health, diversity, or legal issues. In these cases, the human experience ia needed to craft thoughtful, empathetic, and accurate content.

High-stakes content

For content like thought leadership articles, white papers, or any material that positions your brand as an expert in a field, AI will not provide the deep insight or originality needed to maintain credibility and demonstrate the level of expertise that Google is looking for.

Engagement and storytelling

Good storytelling requires emotional intelligence, character development, and a clear narrative arc—skills that AI hasn’t mastered. If your content needs to build a strong connection with your audience, human input is indispensable.

AI as a co-writer, not a replacement

Think of AI as a helpful assistant rather than a complete substitute for human writers. It can help speed up the creation process but shouldn’t replace the critical thinking and creativity humans bring.

No matter how advanced the AI tool, human review is essential. Always read through the generated content to correct any errors, add personal touches, and ensure it aligns with your brand’s values. Consider AI content the first draft, and a tool for helping you overcome writer’s block when you’re struggling to get something down on the page. 

AI can be used for data-driven aspects of content creation, but leave the storytelling, emotional appeal, and creative strategy to humans. This blend can maximise efficiency without compromising quality.

Flow specialises in helping ecommerce brands utilise AI to power productivity and boost conversions. Our SEO and content experts can equip your team with the best AI tools to improve the quality and rankability of your website content while still meeting Google’s E-E-A-T guidelines. Fill out this form to get started.

 

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All of Shopify’s AI tools explained

Posted on August 30, 2024 by - Resources

All of Shopify's AI tools explained

Staying ahead of the competition requires more than just a great product and a sleek website. Enter Shopify’s suite of AI tools—powerful features designed to optimise every aspect of your online store, from customer engagement to sales forecasting. 

In this post, we’ll explore the range of AI tools Shopify offers, how they work, and how you can utilise them to take your business to the next level.

Shopify Magic: AI-powered content generation

Shopify Magic is a generative AI tool that helps merchants create engaging content for product descriptions, emails, and more. By leveraging natural language processing, Shopify Magic can draft text that aligns with your brand’s tone and style, saving you time and ensuring consistency across your communications.

How it works:

Product descriptions: when you input a few keywords or product details, Shopify Magic generates a polished product description that highlights the features and benefits in an appealing way.

Email campaigns: with this tool, you can quickly draft personalised emails that resonate with your target audience, increasing open and click-through rates.

SEO optimisation: Shopify Magic also considers SEO best practices, helping your content rank better on search engines.

Benefits:

  • Saves time on content creation
  • Ensures consistency and professionalism
  • Enhances SEO without extra effort

Shopify Sidekick: your AI-powered ecommerce assistant

Shopify Sidekick is an AI-driven assistant integrated into the Shopify platform, designed to streamline and enhance the experience for merchants. It functions as a virtual assistant that can handle a wide range of tasks, from answering questions to performing specific actions, making it an invaluable tool for store owners and operators.

How it works:

Natural language processing: powered by NLP, Shopify Sidekick understands and processes natural language inputs from users. Whether you’re typing a question or giving a command, Sidekick can comprehend and respond appropriately.

Task automation: the Sidekick can perform a variety of tasks on your behalf. For instance, if you ask Sidekick to update product prices, check inventory levels, or analyse sales data, it can execute these tasks directly within the Shopify platform.

Integration with Shopify features: the tool is deeply integrated with the Shopify ecosystem. It can pull data from various parts of your store, such as customer information, product details, and sales analytics, to help you make informed decisions quickly.

Benefits

  • Time efficiency by automating routine tasks
  • Improved decision making with instant access to data and analytics
  • Simplified store management

Shopify Inbox: AI-driven customer support

Shopify Inbox is an AI-enhanced live chat tool that integrates with your store, allowing you to communicate directly with customers. It includes features like automated responses and customer insights, making your support team more efficient.

How it works:

Automated responses: using AI, Shopify Inbox can suggest replies to common questions, reducing response time and ensuring that customers receive accurate information quickly.

Customer insights: the tool analyses customer behaviour and previous interactions to provide contextually relevant responses, improving the overall shopping experience.

Integration with messaging apps: Shopify Inbox can connect to popular messaging platforms like Facebook Messenger and Instagram Direct, centralising all customer interactions in one place.

Benefits

  • Improves response time and accuracy
  • Centralises customer communication
  • Provides valuable insights to tailor the customer experience

Shopify Search & Discovery: AI-enhanced search functionality

Shopify’s Search & Discovery app uses AI to improve the search experience in your store, making it easier for customers to find exactly what they’re looking for. This tool enhances search relevance and can personalise results based on customer behaviour.

How it works

Smart search: the AI understands synonyms, common misspellings, and customer intent, delivering more relevant search results.

Product recommendations: it provides AI-driven recommendations based on the customer’s browsing and purchase history, boosting cross-sell and upsell opportunities.

Filter and sort customisation: merchants can customise how products are filtered and sorted, with AI ensuring that the most relevant products appear at the top.

Benefits

  • Increases conversion rates by improving product discoverability
  • Enhances the customer experience with personalised recommendations
  • Reduces bounce rates by delivering relevant results quickly

Shopify Audiences: AI for targeted advertising

Shopify Audiences is an AI-powered tool designed to optimise your advertising campaigns. By leveraging machine learning, it helps you identify and target high-potential audiences across multiple ad platforms.

How it works

Audience creation: the AI analyses data from your store and others within the Shopify network to create highly targeted audience segments.

Cross-platform integration: these audiences can be directly used in ad campaigns on platforms like Facebook and Google, ensuring your ads reach the right people.

Performance tracking: the tool continuously monitors the performance of your audiences, providing insights that can help you refine your targeting strategies.

Benefits

  • Increases ad campaign ROI by targeting more relevant audiences
  • Saves time on manual audience research
  • Provides insights that can be used to improve future campaigns

Shopify Flow: automate workflows with AI

Shopify Flow is an automation tool that uses AI to help merchants create workflows that save time and reduce human error. It’s ideal for automating repetitive tasks and ensuring consistency across operations.

How it works

Pre-built templates: Shopify Flow offers a range of templates for common workflows, such as sending emails when inventory is low or tagging high-value customers.

Custom workflows: merchants can also create custom workflows by setting up triggers, conditions, and actions, with AI optimising these processes over time.

Integrations: the tool integrates with apps across the Shopify ecosystem, allowing for seamless automation of tasks like order management, customer segmentation, and marketing.

Benefits

  • Reduces manual workload, freeing up time for strategic tasks
  • Ensures consistency and accuracy in operations
  • Can be customised to fit the unique needs of your business

AI-driven analytics and forecasting

Shopify provides AI-driven analytics tools that help merchants understand their business performance and predict future trends. These insights are invaluable for making informed decisions about inventory, marketing, and sales strategies.

How it works

Sales forecasting: the AI analyses historical sales data, seasonal trends, and other factors to predict future sales, helping you optimise inventory and marketing efforts.

Customer behaviour analysis: it tracks and analyses customer behaviour on your site, providing insights into what’s driving conversions and where potential drop-offs occur.

Performance reports: these tools generate detailed reports that highlight key metrics, offering actionable insights to improve your store’s performance.

Benefits

  • Helps with inventory planning and demand forecasting
  • Provides actionable insights for improving customer experience
  • Enhances decision-making with data-driven insights

Empower your ecommerce store with AI

Shopify’s AI tools are designed to help merchants operate more efficiently, engage customers more effectively, and drive higher sales. By automating routine tasks, personalising customer interactions, and providing deep insights into your business, these tools empower you to focus on what really matters: growing your brand.

Flow specialises in delivering scalable growth for Shopify businesses. If you want to make the most of Shopify’s suite of AI tools but don’t know where to start, our ecommerce experts can help with one-to-one training and advice. Fill in this form to get started.

The best AI tools for marketing in 2024

Posted on July 25, 2024 by - Resources

The best AI tools for marketing

The integration of AI in marketing is revolutionising how businesses reach and engage with their audiences. From automating mundane tasks to providing deep insights into consumer behaviour, AI tools are essential for marketers aiming to stay ahead of the curve. 

Here’s a rundown of the best AI tools for marketing in 2024.

ChatGPT

ChatGPT’s natural language processing capabilities make it a versatile tool for enhancing customer engagement and automating content creation.

Features:

Conversational AI: can be used to create chatbots that handle customer inquiries, provide product recommendations, and even complete purchases.

Content creation: assists in generating high-quality content for blogs, social media, and email marketing.

Data analysis: helps in interpreting large datasets to provide actionable insights.

HubSpot

HubSpot integrates all aspects of marketing, sales, and customer service into one platform, making it an all-in-one solution for businesses of all sizes.

Features:

AI-powered CRM: HubSpot’s AI-enhanced CRM helps in automating sales and marketing tasks, providing personalised recommendations, and improving customer interactions.

Content strategy: uses AI to suggest topics that will resonate with your audience, helping you craft a more effective content strategy.

SEO Optimisation: offers AI-driven SEO recommendations to boost your search rankings.

Typesmith

Typesmith combines copywriting with the power of AI to save you time and energy crafting product copy for your website, paid ads and SEO content. 

Features:

Managed by experts: created and managed by SEO and PPC experts, so you can rest assured that your copy is in capable hands.

Bulk content creation: create thousands of product descriptions in minutes, taking the hassle out of writing unique copy for every product page on your website.

Image analysis: Typesmith can even analyse images to create product descriptions based on photographs alone (although we’d recommend a combination of image and text to get the best results). 

Sugarcoat

Sugarcoat is an AI-powered platform that simplifies launching shoppable ads and storefronts on social media. 

Features:

Social-first selling: sell products straight from your social feeds without the need for a storefront. 

Fast results: set up shoppable ads and social posts and start selling within minutes.

Canva Pro

Canva Pro leverages AI to simplify the design process, making it accessible even for those with little to no design experience.

Features:

Design suggestions: AI-driven design suggestions to help create visually appealing marketing materials.

Brand kit: maintains consistency across all marketing assets by using AI to manage brand elements.

Magic resize: automatically resizes designs to fit different platforms, saving time and effort.

Ready to start utilising the power of AI to grow your business? Our experts can help – fill out this form and we’ll be in touch.

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The best AI tools for ecommerce businesses

Posted on May 13, 2024 by - Resources

Best AI tools for ecommerce businesses

 Artificial intelligence (AI) is playing a pivotal role in transforming business operations. By leveraging AI, companies can significantly enhance customer experiences, optimise operational efficiencies, and drive forward-thinking innovations. AI is particularly adept at automating intricate tasks, sifting through extensive data to unearth valuable insights, and personalising interactions with customers. These capabilities are fundamental for dynamic strategy optimisation and operational management, leading to enhanced productivity and increased profitability.

Below is a comprehensive list of leading AI tools that are transforming ecommerce management, each offering unique capabilities to optimise various aspects of your business operations.

AI tools for ecommerce

Typesmith AI

Typesmith leads the market in ecommerce product content automation, offering an AI-driven platform that streamlines the production of SEO-optimised product descriptions. This tool ensures your product offerings are compelling and rank high in search results, enhancing online visibility and driving conversions. Typesmith can handle vast product catalogues and is optimised for leading data / feed formats such as Matrixify, offering up to 5000 rich descriptions (unlimited volumes for enterprise accounts) that can also integrate seamlessly with Google Shopping and PPC campaigns. Discover the full potential of Typesmith at Typesmith AI.

​​ChatGPT by OpenAI

ChatGPT, a sophisticated AI developed by OpenAI, supports a wide range of content creation needs in ecommerce, from crafting detailed product descriptions to generating marketing emails and blog posts. This tool utilises advanced natural language processing (NLP) to produce content that is not only engaging but also optimised for search engines. ChatGPT helps streamline content production processes, enabling businesses to maintain a consistent and professional online presence. For more information on how ChatGPT can enhance your digital content strategy, visit OpenAI.

Shopify Magic

Shopify Magic equips Shopify merchants with a powerful suite of tools designed to enhance the visual and textual appeal of their online stores. This includes advanced photo editing capabilities, automated background removal, and the generation of SEO-friendly product descriptions and FAQs. Additionally, Shopify Magic’s Sidekick tool offers real-time data analysis and ecommerce advice 24/7, helping merchants make informed decisions to improve their business operations. To start utilising these tools for your Shopify store, visit Shopify Magic.

ClickUp

ClickUp offers a project management platform tailored for ecommerce, featuring customisable views, task automation, and real-time collaboration features that streamline ecommerce workflows. The integration of ClickUp AI enhances these capabilities, providing intelligent suggestions and automations that further improve efficiency and productivity. Discover how ClickUp can optimise your ecommerce operations at ClickUp.

Runway

Runway revolutionises video content creation for ecommerce with its AI-driven tools that allow users to generate, edit, and personalise videos effortlessly. Ideal for creating engaging social media content, advertisements, and product demos, Runway’s technology supports a range of multimedia elements including text, images, and audio. These features enable businesses to produce high-quality video content that resonates with their audience and promotes their products effectively. Learn more about Runway’s innovative video creation tools at Runway AI.

https://runwayml.com/

Jasper AI

Jasper AI is designed to automate and enhance the content creation process across multiple platforms. With its ability to understand and replicate brand voices, Jasper AI can produce high-quality, consistent content across advertisements, product descriptions, and even full-length articles. This tool is perfect for businesses looking to maintain a strong and coherent brand identity online. Jasper AI also includes collaboration tools and campaign generators that make it easy to produce comprehensive marketing campaigns quickly. Explore the features of Jasper AI at Jasper AI.

Prisync

Prisync is a dynamic pricing optimisation tool that helps ecommerce retailers monitor competitor pricing and market trends to adjust their own pricing strategies accordingly. This AI-powered tool offers real-time tracking and analysis, enabling businesses to stay competitive and maximise their profit margins. Prisync’s intuitive dashboard and bulk price adjustment features make it an essential tool for managing pricing effectively in a volatile market. Discover how Prisync can streamline your pricing strategy at Prisync.

Boost.AI

Boost.AI specialises in enhancing customer service through its AI-powered conversational chatbots. These bots provide autonomous support to customers, handling inquiries and resolving issues efficiently. Boost.AI’s technology also supports human customer service teams by suggesting responses and automating routine interactions, which can significantly improve response times and customer satisfaction. Learn more about how Boost.AI can transform your customer service capabilities at Boost AI.

Surfer AI

Surfer AI, from Surfer SEO, offers robust tools for optimising web content through AI-driven SEO strategies. It provides detailed keyword analysis, content generation, and optimization recommendations to enhance the search engine visibility of your web pages. Surfer AI also includes SEO audit capabilities, which are crucial for identifying and addressing on-page SEO issues across your website. Check out Surfer AI’s comprehensive SEO tools at Surfer.

Synthesia

Synthesia empowers businesses to create AI-generated videos that engage and convert. With just a few inputs about your goals and content, Synthesia can produce customised videos that are perfect for product demonstrations, marketing campaigns, or customer tutorials. This tool is especially valuable for businesses looking to add dynamic video content to their digital marketing efforts. Explore the capabilities of Synthesia at Synthesia AI.

MarketMuse

MarketMuse uses AI to conduct content audits and competitive analysis, creating optimised content strategies that improve search rankings and web authority. This tool helps identify content gaps and opportunities for improvement, ensuring your content meets the highest standards of relevance and SEO efficiency. For a deeper look into how MarketMuse can refine your content strategy, visit MarketMuse.

Grow with Flow

The integration of AI technologies is critical for ecommerce businesses aiming to excel in today’s competitive market. Flow specialises in embedding these advanced solutions into ecommerce platforms, offering expert guidance and comprehensive support to ensure your business not only adapts to current trends but also sets new benchmarks in the industry. Partner with Flow to unlock the full potential of AI in transforming your ecommerce operations. For more information, book a consultation with a Flow expert.

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Hiring a freelance web developer: everything you need to know

Posted on January 31, 2024 by - Resources

Hiring a freelance web developer

Whether you’re a startup looking to establish your brand or an established company seeking a website overhaul, hiring a freelance web developer can be a game-changer, especially if you lack the skills or resources in-house. 

This comprehensive guide aims to walk you through the key aspects of hiring a freelance web developer, ensuring a smooth and successful collaboration.

Why should I hire a professional web developer?

Hiring a professional web developer offers numerous advantages that can determine the success of your website. Here are several reasons why you should consider hiring a professional web developer:

Expertise and skills

Professional web developers possess a deep understanding of web development technologies, programming languages, and industry best practices. Their expertise allows them to create high-quality, well-structured, and functional websites that meet both technical and design standards.

Customisation and personalisation

A professional web developer can tailor your website to meet specific business needs. They have the skills to create a unique and personalised solution, ensuring that your website stands out from competitors and aligns with your brand identity.

Responsive design

A professional web developer understands the importance of responsive design, ensuring that your website functions seamlessly across various devices and screen sizes. This adaptability is crucial in today’s mobile-driven landscape and contributes to a positive user experience.

Efficiency and timeliness

Professional web developers are experienced in project management and can efficiently handle the development process. They can set realistic timelines, meet deadlines, and deliver a finished product within the specified timeframe, ensuring a smooth and timely launch.

Scalability

As your business grows, your website may need to evolve and scale accordingly. Professional developers plan for scalability, making it easier to expand and add new features to your website as your business requirements change, without having to rely too heavily on third party apps or plugins that can slow your site down. 

Security

Security is a top priority in web development. Professional developers implement robust security measures to protect your website from vulnerabilities and cyber threats. They follow best practices to safeguard sensitive data and ensure a secure online environment for users.

Custom development vs. templates

While website templates are readily available, a professional developer can provide a custom solution tailored to your specific needs. This not only sets your website apart but also allows for greater flexibility in design and functionality. For example, Shopify users have access to over 1000 pre-built themes. And while these themes can be a great solution for new or smaller businesses, they can be restrictive as a business starts to grow. A freelance web developer can design and build a custom theme from scratch, ensuring your brand is beautifully showcased and functionality fits your customers’ specific needs.

Ongoing support and maintenance

Professional developers offer ongoing support and maintenance services, ensuring that your website remains up-to-date, secure, and optimised. This long-term commitment helps you address issues promptly, implement updates, and keep your website running smoothly. You don’t want to end up in a situation where something goes wrong with your website and you don’t know how to fix it, as this will cost you sales and potentially deter website users from coming back. When it comes to the scalability and success of your website, constant maintenance is absolutely crucial.

How much does it cost to hire a freelance web developer?

Exact cost figures can vary, as there are a number of factors at play when it comes to pricing a website build. The more experience a developer has, or the more specialised their skillset, the more they will tend to charge. The project itself also impacts cost, as the complexity and timeframe will be taken into consideration, as well as other things like whether a migration is required from an existing platform. You can find more information about the cost of hiring a freelancer in our previous post.

How do I hire a web developer?

1. Define your project scope

Before you start searching for a freelance web developer, it’s essential to clearly define your project scope. Outline your website’s purpose, functionality, design preferences, and any specific features you require. Having a well-defined project scope will not only help you communicate your needs effectively but also assist potential developers in providing accurate quotes and timelines.

2. Research and identify suitable developers

Begin your search by exploring online platforms or specialised websites. Look for developers with a strong portfolio, positive reviews, and relevant experience in your industry. Additionally, consider seeking recommendations from colleagues or industry forums to find developers with a proven track record.

3. Set a budget

Establishing a clear budget from the outset is essential. Be transparent about your budget constraints, and ensure that you and any freelance developer you work with are on the same page regarding payment schedules and any potential additional costs.

3. Review portfolios and past work

A developer’s portfolio is a window into their skills and capabilities. Pay close attention to the projects they have worked on previously. Assess the design aesthetics, functionality, and user experience of their past work to determine if their style aligns with your vision. If they have a lot of experience working with clients in your industry or on sites similar to what you’re aiming to achieve, then they’re likely a good fit for your project.

4. Review technical skills and expertise

While a visually appealing website is crucial, the underlying technology is equally important. Ensure that the developer possesses the necessary technical skills, such as proficiency in programming languages (HTML, CSS, JavaScript), experience with content management  systems or ecommerce platforms (WordPress, Shopify), and knowledge of responsive design principles.

5. Get a proposal

Once you’ve found a developer (or several developers) with the right skills, experience and knowledge, initiate a conversation and request a proposal. This will make it easier to make a decision on whether to proceed or not as they will lay out all of the work involved, how long it will take and how much it will cost. The ability to understand your vision and translate it into a functional website is key.

6. Decide a timeline and key milestones

Define a realistic timeline for your project and establish milestones to track progress. Clearly communicate deadlines and expectations to the developer, ensuring that the project stays on track. Flexibility is key, but having a well-structured timeline helps both parties manage expectations and avoid delays. Make sure that quality assurance processes are in place to ensure that your site is working as it should be before any work is signed off.

7. Sort the legalities and contracts

Protect your interests by formalising your agreement through a well-drafted contract. Clearly outline the scope of work, payment terms, deadlines, and any other relevant details. A legally binding contract ensures both parties understand their responsibilities, minimising the risk of misunderstandings or disputes.

Post-launch support

It’s wise to discuss what will happen once your site launches, While it’s easy to get caught up in the excitement of the build, many business owners fail to factor the on-going support and site maintenance required to run a successful site in the long run into their plans, 

Discuss post-launch support and maintenance options with your web developer. Having a plan for updates, growth and troubleshooting ensures the longevity of your website, and makes sure the time and money spent on the build doesn’t go to waste.

Hire a freelancer without the fuss

At Flow we’ve got top freelance talent on tap. If you’re worried about finding the right website developer on your own, we can make the process a whole lot easier by matching your project with one of our fully vetted freelance experts, so you can rest assured that your new website is in a safe pair of hands.

Ready to get started? Fill in this form and we’ll be in touch soon.

How much does it cost to hire a freelancer?

Posted on December 28, 2023 by - Resources

How much does it cost to hire a freelancer

With a brand new year comes a wealth of new possibilities for your business, and you may be planning to hire an extra pair of hands to help you achieve your goals in 2024.

Hiring a freelancer is an increasingly popular solution for ecommerce businesses of all sizes, as they can tackle specific projects to free up your team’s time in house. 

But before selecting a freelancer and signing on the dotted line, it’s crucial to understand the cost implications and benefits of outsourcing work. In this blog post, we’ll explore the factors that contribute to the cost of hiring a freelancer so you can get an idea of what you can get for your money. 

Understanding the freelancer economy

The gig economy has witnessed tremendous growth in recent years, providing businesses with access to a vast pool of talented professionals. Freelancers bring specific skills to the table without the long-term commitment and overhead costs associated with hiring full-time employees. This flexibility can be a game-changer, especially for small and medium-sized enterprises (SMEs) looking to scale without significant financial risk.

Factors that influence freelancer costs:

Skill level and expertise:

Highly skilled freelancers often command higher rates to their specific expertise. You should thoroughly assess your project requirements and budget constraints to determine the appropriate skill level needed.

Project complexity and scope:

Complex projects or those with extensive scope naturally require more time and resources, and may freelancers charge by the hour or by the day. The more of their time you need, the more they’ll charge. Clearly define your goals and expectations to receive accurate quotes from freelancers.

Market demand:

Skill sets that are particularly in demand may come at a premium as freelancers capitalise on their level of expertise. Be sure to research market rates for specific skills to understand the average price range. 

Freelancer reputation and portfolio:

It should come as no surprise that established freelancers with a strong track record will generally charge higher rates. Reviewing portfolios and client testimonials can help gauge a freelancer’s capabilities. 

Timeframe for completion:

Urgent projects often incur higher costs as freelancers prioritise quick turnaround times, and may move other projects around in order to fit yours in (if they agree to take it on in the first place). We’d strongly recommend planning your project timeline carefully to allow for enough time for both completion and any amends you may require once your project is sent to you for review. This not only alleviates stress but also maximises your budget. 

The benefits of hiring a freelancer

We recently explained the benefits of hiring a freelancer in our previous post, but if we take a look at cost/budgeting specifically, the key perk of working with a contractor is that you only have one cost to consider. They charge you for the work carried out, and you pay them. It’s as simple as that. Freelancers will generally charge in one of three ways:

  1. By the hour
  2. By the day
  3. By project

Whichever pricing model your chosen freelancer opts for, they should present you with the total cost upfront, before any work is carried out or any contracts signed so you can decide if  the price works with your budget. 

Let’s talk numbers

When it comes to the cost of hiring a freelancer, it’s difficult to give a set number as every freelancer is different and may charge different prices according to the factors laid out above, but also just due to their own individual circumstances. Full-time freelancers need to factor in things like holiday pay, pension contributions etc into their prices, as they need to cover these things on their own. 

According to the 2023 Freelancer Rates Report, the average day rate for a freelancer in the UK is £438. The average project length is 44 working days. However, average rates and project lengths vary across different disciplines, so it’s important to do your homework. And  of course, while the national average is a good gauge, it doesn’t mean every freelancer you approach will charge this – they could charge a lot less or even more if they’re at the top of their field. 

Is it cheaper to hire a freelancer?

On the surface, it may seem like hiring a freelancer is a very expensive business. And while great talent never comes cheap, it’s important to weigh up the benefits of having a freelancer on hand alongside the costs of hiring a full-time employee. With no annual salary, bonuses, National Insurance, pension contributions, paid time off, etc., hiring a freelancer can actually be a really cost-effective way to achieve your goals. 

If you’re ready to get the ball rolling, fill out this form and we’ll find the perfect freelancer for your project. 

The Benefits of Hiring a Freelancer Explained

Posted on September 28, 2023 by - Resources

The benefits of hiring a freelancer

Staying competitive and relevant is more challenging than ever before. Entrepreneurs and business owners are constantly seeking innovative ways to expand their reach, attract customers, and boost sales. 

This is where freelance marketers and ecommerce experts come into play. These skilled professionals can be your secret weapon in achieving business growth and success, especially if your brand is on the smaller side.

 In this blog post, we’ll explore the numerous benefits of hiring freelancers and how connecting with the right freelancer can be a game-changer for your business.

Advantages of hiring a freelancer

Cost-efficiency

One of the primary benefits of hiring freelancers is cost efficiency. Freelancers don’t rack up the overhead costs that traditional employees do, meaning you can access top-notch marketing and ecommerce expertise without making a long-term financial commitment. Freelancers usually charge by project or on an hourly basis, and should always give you a quote for the work required before any contracts are signed based on timescale, skill level and the nature of the work required. This way of working allows you to find the right freelancer for your budget, so you can control your outgoings effectively.

Specialised expertise

Freelancers are typically experts in their respective fields, and many will choose to specialise in one area of marketing or even a niche industry. Whether you need help with SEO, social media marketing, content creation, or website development, you can find a freelancer with the specific skills and experience you require, whether you opt to work with someone who works exclusively in your sector or across a range of industries. This level of specialisation ensures that you get the best results for your investment, and is especially helpful for businesses with small teams. When you’re working with a modest budget, you run the risk of spreading the few marketing staff you do have too thin, leaving them to juggle multiple channels they may not feel 100% comfortable managing. Outsourcing to freelancers means the channels that need the most attention are getting the time and skill set needed for growth, and your internal team can focus on other areas, resulting in happier staff and a higher standard of work across the board. 

Flexibility and scalability

Freelancers offer the flexibility to scale your marketing and ecommerce efforts as needed. When you hire a freelancer, you’re not locked into long-term contracts or commitments. You can easily adjust your team’s size and composition based on your project requirements or seasonal fluctuations in your business.

Fresh perspective

Bringing in freelancers can inject fresh ideas and perspectives into your marketing strategy. They often work with a variety of clients and industries, which means they can offer unique insights and creative solutions that you might not get from an in-house team. 

Faster turnaround times

Freelancers are known for their agility and ability to meet tight deadlines. Working independently, they have the flexibility to manage their own schedules and choose what to prioritise. This can be especially advantageous when you need to launch marketing campaigns quickly or respond to market changes promptly. 

Finding freelancers to work with is also generally a much quicker process than hiring and onboarding in-house staff, which can take months when you factor in multiple interview rounds and the time it takes to sort through hundreds of CVs. 

Reduced management burden

Hiring and managing employees can be time-consuming and challenging. When you work with freelancers, you can delegate project management tasks to them, allowing you to focus on other critical aspects of your business. This streamlined approach can save you valuable time and energy.

Access to a global talent pool

Freelancers generally work remotely, so you aren’t restricted to a specific city or country when looking for top talent. This global talent pool means you can find experts who match your needs and understand various markets and cultures. It’s a fantastic way to expand your reach and appeal to a broader audience, especially if you’re expanding your business internationally. 

How do I hire a good freelancer?

The benefits of hiring freelance marketers and ecommerce experts are undeniable. We can connect you with skilled professionals who are fully vetted with a proven track record of success, allowing you to focus on taking your business to the next level – just fill out the form to get started. 

Tips for crafting an ecommerce content marketing strategy

Posted on September 1, 2023 by - Resources

Tips for crafting an ecommerce content marketing strategy

A solid marketing strategy is crucial to stand out from the competition and drive consistent revenue growth. With the right approach, you can turn your ecommerce venture into a thriving success story. 

Here are some tried-and-tested tips to craft an effective ecommerce marketing strategy:

Content marketing for ecommerce sites

1. Understand your target audience

Before diving into any marketing efforts, it’s essential to have a deep understanding of your target audience. Conduct thorough market research to identify their preferences, behaviours, pain points, and shopping habits. This insight will guide your marketing decisions and help tailor your campaigns for maximum impact.

2. Optimise your website for conversions

Your website is your virtual storefront, so it needs to be optimised for conversions. Ensure it’s user-friendly, mobile-responsive, and loads quickly. Implement clear and compelling calls-to-action (CTAs), intuitive navigation, and high-quality product images. Also, streamline the checkout process to minimise cart abandonment.

3. Leverage search engine optimisation (SEO)

A well-executed SEO strategy can significantly boost your ecommerce visibility. Identify relevant keywords related to your products and integrate them naturally into your website’s content, product descriptions, and meta tags. Regularly update your content and consider starting a blog to provide value to your audience and improve your search rankings by targeting specific, long-tail keywords and commonly Googled questions.

4. Content is king

Engaging and informative content can establish your brand as an authority in your niche. Create product-related content, how-to guides, tutorials, and customer testimonials. Visual content, such as videos and infographics, can also be powerful tools to showcase your products and engage your audience.

5. Embrace social media

Social media platforms are invaluable for connecting with potential customers. Choose the platforms most relevant to your audience and create a consistent posting schedule. Use a mix of content types, including product highlights, behind-the-scenes glimpses, user-generated content, and interactive polls or contests.

6. Implement email marketing

Email marketing remains one of the most effective tools for nurturing customer relationships. Build a segmented email list and send personalised content, such as product recommendations based on past purchases, exclusive offers, and informative newsletters. Craft compelling subject lines to increase open rates.

7. Influencer collaborations

Influencer marketing can expand your reach by leveraging the followers of trusted individuals in your niche. Identify influencers whose values align with your brand and whose audience matches your target demographic. Partner with them for authentic reviews, unboxings, or tutorials.

8. Offer discounts and promotions

Customers are always drawn to good deals. Regularly offer discounts, promotions, and limited-time offers to incentivise purchases. Use scarcity tactics, such as “limited stock” or “ending soon,” to create a sense of urgency.

9. Implement retargeting campaigns

Retargeting allows you to reach out to potential customers who visited your site but didn’t make a purchase. Display retargeting ads to remind them about the products they viewed and abandoned. This can significantly improve your conversion rates.

10. Monitor and analyse

Constantly monitor the performance of your marketing efforts using analytics tools. Track key metrics such as website traffic, conversion rates, click-through rates, and social media engagement. Use this data to identify what’s working and what needs adjustment, and be ready to adapt your strategy accordingly.

Crafting a successful ecommerce marketing strategy requires a mix of creativity, data-driven decisions, and a deep understanding of your target audience. If your business doesn’t have the resources in-house to take on your brand’s content marketing channels, hiring a vetted freelancer may be the key to fuelling business growth – click here to get started.

Why do companies hire freelancers?

Posted on July 27, 2023 by - Resources

Why do companies hire freelancers?

With the surge of digitalisation and the constant need to reach wider audiences, companies find themselves grappling with the challenge of finding the right talent to steer their marketing efforts effectively.

As the gig economy gains momentum, more and more businesses are turning to freelancers to meet their marketing and ecommerce needs. In this blog post, we explore the compelling reasons behind this growing trend, and consider the reasons why hiring a freelancer may be the right move for many businesses.

Why hire a freelancer?

1. Cost-effectiveness

In-house marketing and ecommerce teams can be expensive to maintain. Freelancers offer a cost-effective alternative as they work on a project basis, eliminating the need for long-term contracts, benefits, or office space. Companies can tap into a global pool of talent, choosing from a range of competitive rates that align with their budget.

2. Flexibility and scalability

The fluctuating nature of marketing and eecommerce demands agility. Freelancers provide the flexibility to scale up or down according to the project’s requirements, seasonal peaks, or changing business priorities. This adaptability enables companies to respond quickly to market trends and keep their strategies up-to-date.

3. Specialised expertise

Marketing and ecommerce encompass diverse skill sets, from content creation and social media management to SEO, data analysis, and graphic design. Freelancers often possess niche expertise in specific areas, honed through years of experience in their respective domains. Hiring freelancers allows companies to access specialised skills without the burden of maintaining a large, multi-functional in-house team.

4. Fresh perspective and innovation

Freelancers bring a fresh perspective and new ideas to the table. As external collaborators, they offer unbiased insights and approaches that may not have been explored within the company. This injection of creativity and innovation can rejuvenate marketing strategies and lead to breakthrough results.

5. Quick onboarding and project initiation

The traditional hiring process can be time-consuming, and finding the right talent might take months. On the other hand, freelancers are readily available, and their onboarding process is usually quicker and more streamlined. Companies can swiftly initiate projects, ensuring faster time-to-market and competitive advantage.

6. Access to advanced tools and technologies

Marketing and e-commerce are heavily reliant on cutting-edge tools and technologies. Freelancers often invest in the latest software and platforms to deliver top-notch services to their clients. Companies can leverage these resources without bearing the expenses of purchasing and maintaining them in-house.

7. Focus on core competencies

By outsourcing marketing and ecommerce tasks to freelancers, companies can focus on their core competencies. This streamlined approach to business consultancy helps enhance overall productivity and ensures that teams concentrate on what they do best while leaving specialised tasks to the experts.

8. Reduced management overhead

Managing a large in-house team can be time-consuming and complex. Freelancers operate as independent contractors, saving companies from the day-to-day management burdens. This allows business owners and managers to concentrate on higher-level strategic decisions.

Common freelancing services used by businesses

While freelancers can help with a variety of tasks and challenges, the most commonly outsourced projects fall into the following categories:

Should you hire a freelancer?

The rise of freelancers in the marketing and ecommerce landscape is a testament to the ever-changing business environment. Many companies are now recognising the benefits of flexibility, cost-effectiveness, and access to specialist skills that freelancers bring to the table. 

If you’re open to embracing this new paradigm, then hiring freelancers can empower your business to stay competitive, innovative, and successful in the fast-paced digital world. If you’re looking to fuel business growth without the commitment of hiring in-house, then forging productive partnerships with talented freelancers could be the key to surpassing your goals.

Get started here and we’ll match you with the skills and expertise best suited to your needs.