Content marketing requires editing for the same reason gardening requires pulling weeds: It is essential for good results.
At a magazine or online journal, it is common for an article to be... Read More »
Product category pages play an important role in an online shopper’s journey, acting as a hub for filtering products on the path toward making a purchase.
A well-made product category page... Read More »
Images are vital for engaging shoppers on all parts of an ecommerce site. But here’s the challenge: Are you optimizing those images for the best performance? If not, your site... Read More »
Images are vital for ecommerce. Images on a home page, category pages, and campaign landing pages — they all help engage shoppers. But here’s the challenge: Are you optimizing those... Read More »
Content marketers — like newspaper editors and magazine publishers — must understand why they create content and for whom it is intended. A written, editorial mission statement for a blog... Read More »
Online retailers, particularly mid-market and larger, are really in three businesses: selling products to consumers; software; and publishing.
Retail commerce has become the convergence of in-store and online shopping. Regardless of a... Read More »
In July 2017, ecommerce content markers should have no shortage of content ideas, including producing articles, podcasts, and videos about national celebrations, cultural icons, and statistical data.
For retailers, content marketing... Read More »
Good digital marketing campaigns create virtuous sales cycles, repeatedly engaging, converting, and supporting customers and prospects. Increase performance anywhere in the cycle and more sales should follow.
Virtuous sales cycles in... Read More »
Implementing a ship-from-store fulfillment program may help mid-market multichannel retailers better serve customers and earn more profit.
This year, about one of every three brick-and-click, omnichannel retailers will have adopted a... Read More »
Pricing should not be a mystery. Posting clear, understandable prices for the products that your online store sells should be an important part of the site’s user experience design.
In fact,... Read More »
The product detail page on an ecommerce site is where a shopper usually decides to buy. And when the shopper is about to make the decision, there are few things... Read More »
Ecommerce site search is important. By some estimates, more than half of a site’s visitors will use site search to find and purchase products.
I recently spoke with Amir Konigsberg, co-founder... Read More »
By some estimates, more than half of the visitors to an online store will use that store’s site search to find products, and hopefully make a purchase. This fact alone... Read More »
Product detail pages are an online merchant’s most potent persuasion and conversion tools. Making those pages findable and desirable on search engine results pages should therefore be an important strategy.
For... Read More »
If small and mid-sized online retailers cooperated, they may be able to develop a fast and reliable shipping network competitive with what Amazon, Walmart, and other industry-leading merchants can offer.
Online... Read More »
If your business has a significant number of engaged followers, Twitter can be a good way to distribute content; connect with customers and potential customers; and drive visitors to your... Read More »
Ecommerce content marketers might focus on Father’s Day, summertime, recent graduates, celebrity birthdays, and even forgiveness to find inspiration for articles, videos, and podcasts in June 2017.
Content marketing is the... Read More »
Marketing can be bewildering. You decide which combination of creative, content, and promotion leads to the best conversion or return on investment. How should advertising or labor be allocated? Should... Read More »
Your ecommerce business is growing. You need developers, marketers, and customer service representatives. But how do you find the best employees? It’s simple: hire remote workers.
Often ecommerce businesses start small.... Read More »
For ecommerce, shipping is customer satisfaction’s frontline, and online sellers should aim to meet shoppers’ expectations for fast and free shipping.
But providing fast and free shipping is expensive and can... Read More »
The process of creating satisfied customers starts with providing a level of service that’s greater than their expectations. For ecommerce, shipping is customer satisfaction’s frontline, and online sellers should aim to... Read More »
Content marketers have a challenge. They’re tasked with creating content to attract, engage, and retain customers, but those marketers can never really be certain what specific content will resonate with... Read More »
NoSQL databases offer improved performance, spur ecommerce innovation, may be less expensive than other options, and could improve management of big data. In short, your ecommerce business’s next competitive advantage... Read More »
Reduce the amount of time it takes for an online retail order to be picked, packed, and given to the package carrier, and your ecommerce business will have gone a... Read More »
Ecommerce businesses focused on content marketing have important tasks, from developing a content strategy to actually publishing content. Understanding those tasks will help you build your ecommerce content marketing team.
Useful, informative,... Read More »
Need ideas to inspire your content marketing? In May 2017, you might try covering pets, writing about The Twilight Zone, speaking at a conference, interacting with shoppers, or making a... Read More »
Defining and documenting clear roles and responsibilities may help mid-market online retailers move projects forward, leading to better execution.
Retail businesses have a variety of tasks that need to happen over and... Read More »
Keywords are the language of search engine optimization, search engine advertising, and even search on a retailer’s own website. So the better an online store’s managers and marketers understand the... Read More »
The words and pictures online retailers use to convey a product’s value have an impact on that retailer’s conversions.
Merchants responding to an October 2016 Forrester survey reported an average desktop... Read More »
An ecommerce site that is poor performing and hard to use can hurt its online sales.
An online store’s appearance, usability, and features should convey trustworthiness and professionalism. How an ecommerce... Read More »