Carolyn Mara - Practical Ecommerce

Articles by: Carolyn Mara

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Carolyn Mara

Carolyn Mara is an award-winning photographer, writer, painter, and online performance artist who specializes in creating artwork with a mop and bucket.

See her work or reach out to her on Instagram or TikTok, and view her current inventory gallery at CarolynMara.com.

Social Media
TikTok Marketing Done Right

March 31, 2022 • Carolyn Mara

Unsure how to market your ecommerce business on TikTok? Here are four brands that do it well, focusing on humor and authenticity.
Social Media
5 Examples of Off-site Social Proof

March 14, 2022 • Carolyn Mara

Social proof can reassure shoppers that a merchant's products are worth buying. We addressed on-site social proof examples in January. This piece looks at off-site uses.
Social Media
Instagram Shops: Tips and Strategies

March 8, 2022 • Carolyn Mara

Instagram shops are an extra ecommerce storefront and offer the opportunity to convert viewers into customers. Here are a few in-the-trenches selling tips.
Social Media
The Best Ecommerce Content for Twitter

March 1, 2022 • Carolyn Mara

The best ecommerce content for social media depends on the channel. We've addressed content for Instagram, Facebook, Pinterest, and LinkedIn. This post discusses content on Twitter.
Social Media
Behind-the-scenes Content Is Authentic Storytelling

February 24, 2022 • Carolyn Mara

Behind-the-scenes content provides customers and prospects with a real-life view of a company. It drives authenticity and thus trust. Here are four examples from online retailers.
Social Media
The Best Ecommerce Content for LinkedIn

February 13, 2022 • Carolyn Mara

We've addressed the best ecommerce content for Instagram, Facebook, and Pinterest. This post discusses dos and don'ts for content on LinkedIn.
Influencers & Affiliates
9 Types of Influencer Marketing Campaigns

February 8, 2022 • Carolyn Mara

How, exactly, should ecommerce marketers use influencers? Blog posts, social media, videos, other? We explain nine types of proven campaigns.
Influencers & Affiliates
4 Successful Influencer Marketing Campaigns

January 23, 2022 • Carolyn Mara

We explained influencer marketing and its key tactics in our recent 8-part series. This post reviews examples from four merchants of influencer marketing success.
Social Media
The Best Ecommerce Content for Pinterest

January 10, 2022 • Carolyn Mara

Pinterest may be the best social media platform to introduce products and drive online sales. We explain how to use boards and pins for ecommerce in this must-read piece.
Social Media
5 Social Commerce Must-haves for 2022

January 4, 2022 • Carolyn Mara

Social media is upending global ecommerce. In China, the world's largest ecommerce market, online buying is a social experience, with live-streaming, in-app purchases, and content. Elsewhere, Facebook's impact will only increase given its massive size, native data collection, and growing set of ecommerce tools. Here are five social commerce must-haves for 2022.
Social Media
The Best Ecommerce Content for Facebook

December 21, 2021 • Carolyn Mara

Facebook is the king of social media for businesses. Billions of consumers learn of brands and products via the platform. In this post, I’ve collected seven types of content on the world’s leading social platform for merchants to stand out, connect with an audience, and grow a following.
Social Media
Social Media Demographics by Platform

December 14, 2021 • Carolyn Mara

Social media marketing can make or break an ecommerce company. But knowing which social site to focus on is often difficult. To that end, I've compiled critical audience demographics for the leading social platforms. What follows will hopefully assist in identifying the best options for your business.
Photography & Video
Product Photography, Part 15: Crafting an Image Start to Finish

December 9, 2021 • Carolyn Mara

Throughout this series, I've explained how to shoot and edit product products that appeal to shoppers and drive conversions. This final installment is a wrap-up, applying all of the concepts I've addressed to a single image using only my iPhone and three editing tools.
Photography & Video
Product Photography, Part 14: Optimizing for Speed, Search

November 29, 2021 • Carolyn Mara

The final step in product photography is optimizing the images for search engines and page speed. This is the 14th installment in my series on helping ecommerce merchants create better product images. In this post, I'll address making your photos faster to download and more visible in Google's image search.
Social Media
The Best Ecommerce Content for Instagram

November 24, 2021 • Carolyn Mara

Instagram is a marketing powerhouse. But ecommerce merchants often miss the opportunity. Too many focus solely on sharing product images, not connecting with prospects. I've collected in this post seven types of content ecommerce merchants can use on Instagram to connect and engage with followers.
Photography & Video
Product Photography, Part 13: Special Edits

November 22, 2021 • Carolyn Mara

Special post-production edits can help create the perfect product images. This is the 13th installment in my series on helping ecommerce merchants create better product images. In this installment, I'll look at advanced editing techniques.
Photography & Video
Product Photography, Part 12: Color Correction and Presets

November 9, 2021 • Carolyn Mara

Color correction is the process of adjusting a photo to match the actual subject. It's among the most important parts of editing product photos, given the importance of an exact color match. This is the 12th installment in my series on helping ecommerce merchants create better product images.
Photography & Video
Product Photography, Part 11: Image Editing

October 26, 2021 • Carolyn Mara

Editing is a critical step in producing product photos that engage ecommerce shoppers. If you can’t make what you’re selling stand out, consumers will not likely buy it. This is the 11th installment in my series on helping ecommerce merchants create better product images.
Photography & Video
Product Photography, Part 10: Lines as Design Elements

October 21, 2021 • Carolyn Mara

The design elements of a photo include lines, color, shapes, light, texture, and negative space. The use of such elements in product photography can make or break its appeal to shoppers. This is the 10th installment in my series to help ecommerce merchants take better product images.
Social Media
My 3 Rules for Social Media Success

October 19, 2021 • Carolyn Mara

Roughly 4.2 billion people worldwide use social media. In 2021, all ecommerce businesses should attempt to connect with prospects on those platforms. This is my first post to help merchants utilize social media for brand awareness and sales.
Photography & Video
Product Photography, Part 9: Advanced Composition

October 12, 2021 • Carolyn Mara

I discussed in my previous post two compositional rules that could make your product photography more engaging. I'll expand on that subject in this article. This is the ninth installment of my series to help ecommerce merchants take better product images.
Photography & Video
Product Photography, Part 8: Composition Essentials

October 5, 2021 • Carolyn Mara

Photo composition refers to the arrangement of an image's items and elements. For product photography, composition has one goal: create an image that draws a shopper closer to purchase.
Photography & Video
Product Photography, Part 7: Magnification and Close-ups

September 29, 2021 • Carolyn Mara

The best product photos provide online shoppers with precise detail to know what to expect when the goods arrive. Specialty magnified shots can help. This is the seventh post in my series on helping ecommerce merchants elevate their product photography.
Photography & Video
Product Photography, Part 6: Selecting a Lens

September 21, 2021 • Carolyn Mara

Choosing the best camera lens depends on the products you’re shooting and on the camera itself. This is the sixth post in my series to help ecommerce merchants take better product photos. “Part 1” addressed the importance of backdrops. “Part 2” explained tripods. “Part 3” examined the fundamentals of artificial lighting. “Part 4” reviewed angles and viewpoints, and “Part 5” described how to select a camera.
Photography & Video
Product Photography, Part 5: Choosing a Camera

September 14, 2021 • Carolyn Mara

I'm frequently asked to recommend a camera. Sometimes folks inquire about the camera I use to display my artwork online. But both queries miss the point. Knowing how to use a camera is far more important than the unit itself. Nonetheless, choosing a suitable camera is critical.
Photography & Video
Product Photography, Part 4: Angles and Viewpoints

September 5, 2021 • Carolyn Mara

Angles matter in product photography. They expose details, helping shoppers make informed decisions. Plus, shoppers who cannot see the particulars of a product will not likely buy it. This is the fourth post in my series on helping ecommerce merchants take better product photos.
Photography & Video
Product Photography, Part 3: Artificial Lighting Basics

August 25, 2021 • Carolyn Mara

Quality product photography has less to do with a camera and lenses and more with lighting and its use. Thus if you're looking to improve product photos, learn about proper lighting. This is the third post in my series on helping ecommerce merchants take better product photos.
Photography & Video
Product Photography, Part 2: Selecting Tripods

August 17, 2021 • Carolyn Mara

How do you create flawless product photos? It's often as simple as using the right tripod. A tripod allows you to level horizontal lines and keep your camera fixed and steady during shoots. This is the second post in my series aimed at helping ecommerce merchants take better product photos.
Photography & Video
Product Photography, Part 1: Choosing Backdrops

August 5, 2021 • Carolyn Mara

Choosing a backdrop is the first step in product photography. Pairing a product with the right background is crucial when trying to convince shoppers to make a purchase. This post is the first in a series aimed at helping merchants take better product photos.