Category

Marketing & Advertising

The marketing of an ecommerce business is paramount to its success. Our coverage includes insights on email marketing, content marketing, pay-per-click advertising, social media marketing — Facebook, Twitter, Instagram, Pinterest — affiliate marketing, video advertising, and much more.

Content Marketing | Email & Text Marketing | Google Ads | Influencers & Affiliates | Social Media

Google Ads
Reviewing Google Ads Performance at Year-end

December 12, 2021 • Matthew Umbro

It's necessary at year-end to review pay-per-click advertising performance. As with any managed channel, you should expect growth, such as more revenue, transactions, or unique visitors, among other metrics. The review should include broader industry and economic developments.
Content Marketing
5 Content Marketing Ideas for January 2022

December 5, 2021 • Armando Roggio

Content marketing is the act of creating, publishing, and promoting articles, podcasts, and similar that attract, engage, and retain an audience of customers. What follows are five content marketing ideas almost any business can use in January 2022.
Social Media
11 New Social Networks for 2022

November 29, 2021 • Sig Ueland

Here is a list of new and emerging social networks to explore in 2022. There are networks for developing professional relationships, messaging in real-time, sharing experiences in audio, and exploring augmented reality. Several of these networks offer ad-free environments with enhanced privacy.
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.
Email & Text Marketing
Holiday Email Marketing Trends, Examples for 2021

November 21, 2021 • Carolyn Nye

It's the busiest time for email marketing. Retailers are preparing and sending their holiday campaigns. Most use proven, tried-and-true email tactics. In this post, I'll review a few email marketing examples in this 2021 season from leading retailers.
Influencers & Affiliates
Defining Influencers and Creators Requires a Venn Diagram

November 16, 2021 • Armando Roggio

The difference between a "social media influencer" and an online "creator" may be no difference at all. Defining these terms has more to do with opinion or perspective than it does actual divergence.
Google Ads
Structuring Google Ads Campaigns for Success

November 15, 2021 • Matthew Umbro

Google Ads has implemented many changes this year. Most involve more automation. The impact of these changes means advertisers may need to restructure their search campaigns.
Social Media
Facebook Lead Ads Lowered CPA, Boosted Results

November 14, 2021 • Armando Roggio

When your marketing plan requires newsletter signups, event registrations, and resource downloads, Facebook lead ads may be a powerful tool at an attractive cost-per-acquisition. I have been a fan of this ad form for some time, but recently I tested it for a software-as-a-service company.
Content Marketing
5 Content Marketing Ideas for December 2021

November 10, 2021 • Armando Roggio

Content marketing is a constant flow of planning and producing. And topics, even for search engine optimization, may be hard to find. So for December 2021 content, consider industry forecasts, helpful holiday how-to articles, New Year's resolutions, and a couple of uncommon holidays.
Influencers & Affiliates
Influencer Marketing, Part 8: Analyzing Performance

November 7, 2021 • Joe Sinkwitz

You’ve made it to the end of my series on influencer marketing. To date, I've defined influencer marketing and addressed why merchants should use it. I've explained how to set goals, how to pick the right channels, and more. In this final, "Part 8" installment, I'll describe a process to analyze performance.
Google Ads
How Content Drives Low-cost Ad Conversions

November 5, 2021 • Armando Roggio

Content marketing is often associated with search engine optimization since the two disciplines can work hand in glove. But there can be a strong affinity between content marketing and advertising, too.
Marketing & Advertising
How Brands Succeed on Reddit

November 2, 2021 • Kaleena Stroud

Social platforms are key marketing channels for ecommerce sellers. Among those channels is Reddit, which is chock-full of reviews that attract shoppers. I addressed last month the benefits of Reddit to online sellers.
Marketing & Advertising
Is Affiliate Marketing the Next Big Thing?

November 1, 2021 • Armando Roggio

Ecommerce trends, the burgeoning creator economy, and marketing tech are invigorating affiliate promotion, boosting the effectiveness of an already powerful digital marketing channel. Affiliate marketing is not new. It has been around since the earliest days of the commercial internet.
Google Ads
4 Reasons to Use Dynamic Search Ads

October 27, 2021 • Armando Roggio

Dynamic search ads access your website content and deploy artificial intelligence to generate headlines, bids, and targeted search terms automatically. These easy-to-employ text ads are the Swiss Army knife of digital promotion: They work well in many situations.
Email & Text Marketing
Digital Creators Need Email Marketing

October 20, 2021 • Armando Roggio

A list of engaged email subscribers is among the best promotional tools for creators who sell digital products. For many of those creators, it could also be a path toward earning a living. The creator economy has a problem.
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.
Email & Text Marketing
Navigating Email Marketing without Open Rates

October 19, 2021 • Carolyn Nye

Apple rolled out iOS 15 on Sept. 20, 2021. The release provides users of iOS devices — iPhone, iPad, iPod Touch — the ability to load remote content privately, blocking the sender's ability to track opens. I've addressed iOS 15 twice.
Influencers & Affiliates
Influencer Marketing, Part 7: Your First Campaign

October 13, 2021 • Joe Sinkwitz

You've hired your first influencer and have received a draft of her initial promotion, a review of your product for her social media followers. This is "Part 7" of my influencer marketing series.
Google Ads
Google Ads Promotion Extensions Can Boost Holiday Sales

October 12, 2021 • Armando Roggio

The Google Ads promotion extension attaches a clickable discount offer to search ads and could boost sales for some merchants this Christmas season. Click-through rates and conversion rates vary greatly from one business or one ad to the next. Thus one cannot say definitively that using a promotion extension would drive more traffic or sales.
Google Ads
Google Ads Updates Search Terms Report, Keyword Match, More

October 10, 2021 • Matthew Umbro

Google Ads released a slew of updates in September to provide advertisers more clarity into ad auctions, performance metrics, and more. This transparency is welcome, especially as the holiday season is around the corner.
Business
5 Content Marketing Ideas for November 2021

October 5, 2021 • Armando Roggio

Comparisons, top 10 lists, customer stories, an old mystery, and Thanksgiving leftovers are all topics that could influence your company's content marketing in November 2021. Content marketing is the act of creating, publishing, and promoting content with the express purpose of attracting, engaging, and retaining customers.
Social Media
6 TikTok Tools for Shopping

October 4, 2021 • Sig Ueland

TikTok is the latest social media platform to focus on ecommerce. TikTok unveiled its shopping platform at its inaugural World event, with new tools to help brands and merchants sell to TikTok's users. The release is a culmination of recent efforts to integrate shopping into TikTok.
Social Media
Facebook Could Dominate Ecommerce

October 4, 2021 • Armando Roggio

Facebook is among the top social media networks in the world. It is also a leading advertising and communication platform. And it could soon dominate ecommerce.
Influencers & Affiliates
PPE Provider Thrives on Influencers (and Hollywood)

October 1, 2021 • Eric Bandholz

Roman Zrazhevskiy's company, Mira Safety, sells protective gas masks. It launched in 2018. The masks protect against tear gas, chemicals, and, yes, viruses. Still, reaching prospects was a challenge.
Marketing & Advertising
5 Ways Reddit Helps an Ecommerce Brand

September 27, 2021 • Kaleena Stroud

Reddit is among the most visited sites worldwide. I addressed Reddit and Quora last month, explaining the dos and don'ts for marketers. Reddit has a strict no-self-promotion policy. Still, it offers a venue to further a brand and establish expertise.
Email & Text Marketing
A Perfect Storm for 2021 Holiday Email Marketing

September 19, 2021 • Carolyn Nye

Labor shortages, pent-up consumer demand, and supply chain disruptions could dramatically impact retailers this holiday season. Those developments, coupled with privacy changes on Apple's new iOS 15, mean email marketers face a perfect storm of uncertainty.
Influencers & Affiliates
Influencer Marketing Part 6: Pitching

September 15, 2021 • Joe Sinkwitz

Prospective influencers likely know little about your company or its products. They're not necessarily interested in promoting. You have to pitch them. Welcome to "Part 6" of my influencer marketing series.
Google Ads
3 Optimizations for Google Shopping Campaigns

September 13, 2021 • Matthew Umbro

The benefits of Google Shopping are compelling. Advertisers consistently experience strong revenue, traffic, and return on ad spend while often paying less per click than standard search campaigns. Still, the performance of Google Shopping ads, like all ads, could plateau. Thus continuous optimizations are key to sustaining results.
Social Media
21 New Social Media Tools for Merchants in 2021

September 12, 2021 • Sig Ueland

New and updated social media tools can enhance an ecommerce business. Here is a list of new social media tools and platform updates in 2021. There are tools for shopping, influencer marketing, live streaming, payments, dynamic advertising, and more.
Marketing & Advertising
Privacy Changes to Streaming Ads Are Coming

September 6, 2021 • Armando Roggio

Connected television, a rising star in the targeted, programmatic advertising industry, will soon be impacted by new privacy measures. Connected television is often called CTV or OTT. The latter stands for "over the top" and is reminiscent of cable boxes or Roku devices that sat over the top of televisions.

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