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

Email & Text Marketing
Need More First-party Leads? Grow Your Email List

May 19, 2021 • Carolyn Nye

The elimination of third-party cookies and the removal of auto-tracking on Apple iOS devices has marketers scrambling. So-called "first party" data, where a company has a direct relationship with prospects and customers, is now paramount. There is no better type of first-party data than a robust email list.
Content Marketing
Using an Ebook for B2B Lead Generation

May 18, 2021 • Armando Roggio

Trading an ebook for a prospect's contact information is among the purest forms of content marketing. It's an effective way for B2B sellers to find their next customer. B2B companies supply the products that ecommerce and omnichannel sellers retail to the general public.
Influencers & Affiliates
Influencer Marketing, Part 1: What Is It?

May 9, 2021 • Joe Sinkwitz

What do Kim Kardashian, Armando Roggio, and your neighbor have in common? They're all influencers. Influencer marketing is the digital equivalent of word-of-mouth promotion. Within ecommerce, we can segment influencers into three categories: celebrities, authorities, and peers.
Content Marketing
5 Content Marketing Ideas for June 2021

May 4, 2021 • Armando Roggio

From bicycles to Omaha Beach, June 2021 is full of international celebrations and historical events to fuel your company's content marketing. What follows are five content marketing ideas you can use for your business this June.
Google Ads
When to Auto-apply Google Ads Recommendations

May 3, 2021 • Matthew Umbro

Google Ads is steadily incorporating machine learning into daily account management. Google recently introduced a feature to auto-apply its suggestions in the “Recommendations” tab, offering 17 types of auto-apply recommendations in three categories.
Marketing & Advertising
8 TikTok Ideas for Engagement

April 27, 2021 • Kaleena Stroud

In "11 TikTok Video Ideas for Merchants," I offered options to promote products. But there are other ways to attract and engage prospects on TikTok. Here are eight TikTok engagement ideas for all types of businesses.
Marketing & Advertising
Digital Advertisers Need to Pivot

April 26, 2021 • Armando Roggio

The end of third-party cookies and the beginning of opt-in user tracking in Apple's iOS devices have some advertisers worried, but pivoting toward first-party data and better customer experiences may lead to even more success.
Marketing & Advertising
What Google Chrome FLoC Says about Targeted Ads

April 21, 2021 • Armando Roggio

A proposed alternative to third-party cookies may provide insights into the future of targeted ads. Modern digital ad targeting relies on individual and personal information. An online retailer, for example, can use networks such as Google or Facebook to target potential customers.
Email & Text Marketing
Email Conversion Guide, Part 3: Retargeting

April 20, 2021 • Carolyn Nye

Retargeting with email can encompass several tactics. All include a follow-up to a previous message or action. Retargeting can produce among the highest conversions from email marketing. This is the final installment of my three-part email conversion guide.
Marketing & Advertising
CommerceCo Recap: 3 R’s Are Changing Targeted Advertising

April 19, 2021 • Armando Roggio

For years, online sellers large and small have depended on targeted advertising to acquire and engage shoppers. But changes at leading tech companies, legislation, and consumer-privacy concerns are hastening the end of individual tracking and some forms of ad targeting.
Content Marketing
Using Wikipedia for Content Marketing, SEO

April 14, 2021 • Armando Roggio

Wikipedia can be helpful for content marketing, link building, and entity research, helping marketers reach an audience of potential customers. To be clear, since at least 2007, all external links from Wikipedia include the nofollow attribute, directing search engines not to count the links in page-ranking algorithms.
Content Marketing
Two-thirds of the Largest U.S. Retailers Use Content Marketing

April 7, 2021 • Armando Roggio

Some 33 of the 50 largest U.S. retail companies use content marketing. And 22 of those are doing it fairly well. I reviewed the websites and social media channels of the 50 largest U.S. retailers, according to the National Retail Federation, to learn which ones used content marketing.
Google Ads
Understanding Google Ads Impression Share

April 5, 2021 • Matthew Umbro

I'm frequently asked by Google Ads advertisers how their campaigns compare with competitors. It’s an imprecise question. It could refer to performance, exposure, messaging, or more. The most relevant answer is typically impression share — the number of impressions your ads receive divided by the total available.
Content Marketing
5 Content Marketing Ideas for May 2021

April 4, 2021 • Armando Roggio

Need content marketing topics for May 2021? How about photography, comic books, the Clubhouse app, springtime, or the very products your business sells?
Social Media
14 Brands on TikTok, for Inspiration

March 29, 2021 • Sig Ueland

Contributor Kaleena Stroud’s recent TikTok articles help merchants produce videos on that platform and drive sales. In addition, following the TikTok tactics of leading brands can generate ideas for your own promotions. Here is a list of top brands on TikTok to inspire your production and marketing.
Social Media
4 Ways to Drive Product Sales from TikTok

March 28, 2021 • Kaleena Stroud

Social commerce is growing. Facebook tools include Shops, Checkout, Commerce Manager, and Live Shopping. Instagram has those options and more. TikTok is the newest craze. Posting engaging videos to that platform can drive traffic to a website. But can it generate customers, too?
Marketing & Advertising
Using Clubhouse to Promote a Business

March 24, 2021 • Armando Roggio

Clubhouse, the invitation-only audio discussion app, launched in April 2020. It has since garnered about 2 million active weekly users. The app's fleeting nature and live-conference format force its content to be instructional, not promotional. Tactics such as advertising or sponsoring influencers either are not an option on Clubhouse or are not usually effective.
Email & Text Marketing
Email Conversion Guide, Part 2: Creating the Template

March 18, 2021 • Carolyn Nye

An ecommerce email template consists of multiple elements that impact clicks and purchases. This is the second installment of a 3-part series on factors that influence conversions from email marketing. "Part 1: Database Cleanup," we published last month.
Google Ads
CommerceCo Recap: Google Ads Smart Bidding Explained

March 17, 2021 • Armando Roggio

Google Ads Smart Bidding uses machine learning to optimize performance and streamline account management. Done well, Smart Bidding should lead to improved results as your campaigns (small or large) tap into Google's insights about the folks who use its search engine and advertising network and what makes a successful ad.
Marketing & Advertising
CommerceCo Recap: Podcast Endorsements Drive Traffic, Sales

March 10, 2021 • Armando Roggio

Audio advertising can take many forms, but at least one industry leader thinks companies should aim for host endorsements for the best return on investment.
Social Media
Will Social Commerce Disrupt Retail in U.S., Europe?

March 8, 2021 • Armando Roggio

Social commerce in China combines content, chat, live streaming, and sharing with in-app retail purchases, obliterating the distinctions between social media networks and online stores. China's style of ecommerce is so successful it has the potential to disrupt retail in the U.S. and Europe.
Google Ads
Changes to Google Ads Impact Campaign Setup

March 5, 2021 • Matthew Umbro

Google has recently announced three changes that will force advertisers to rethink how they set up campaigns. The changes are: broad match modifier moving to phrase match, responsive search ads becoming the default ad type, the decision to not create alternative tracking identifiers.
Content Marketing
5 Content Marketing Ideas for April 2021

March 4, 2021 • Armando Roggio

Content marketing is the act of creating content to attract and retain prospects. Opportunities abound in April 2021, with topics as diverse as the Pony Express, National Beer Day, Arbor Day, and TikTok.
Content Marketing
CommerceCo Recap: Is the Clock Ticking on TikTok Marketing?

March 2, 2021 • Armando Roggio

Marketing on the popular TikTok platform can attract and engage an audience of potential customers. But like so many social media platforms, as it matures TikTok may become more difficult to earn a following.
Marketing & Advertising
11 TikTok Video Ideas for Merchants

February 28, 2021 • Kaleena Stroud

You’ve downloaded TikTok and browsed the videos. Now you’re wondering what content to create for your ecommerce business. There are many types of videos to attract leads without dancing on camera. Here are 11 ideas for all types of merchants.
Content Marketing
22 Tools for Writing and Distributing Content

February 22, 2021 • Sig Ueland

Generating informative and meaningful content can strengthen a brand and provide value to its customers. There are many tools to help. Here is a collection of new and updated tools to ...
Marketing & Advertising
A Human Approach to Marketing Automation

February 18, 2021 • Armando Roggio

Marketing automation can seem daunting. It may require segmenting customers, understanding behavioral triggers, writing dozens or even hundreds of messages, and developing complex if-then workflows. Fortunately, a successful automation campaign can be done in small, simple steps.
Email & Text Marketing
Email Conversion Guide, Part 1: Database Cleanup

February 16, 2021 • Carolyn Nye

This post is the first in a 3-part series on improving conversions from an email marketing program. Parts 2 and 3 will address templates and retargeting, respectively. In this part 1 installment, I'll review the importance of a clean subscriber database, including tips for ongoing maintenance.
Influencers & Affiliates
Ridge Wallet Hits $50 Million with Influencer Marketing

February 12, 2021 • Eric Bandholz

Ridge wallets launched via a Kickstarter campaign in 2014. Ultra-thin, metal-clad, with RFID protection, the wallets are enormously popular in the U.S., with $50 million in sales in 2020 alone. Influencer marketing has driven much of the growth. Sean Frank is The Ridge's chief operating officer.
Google Ads
5 Practical Uses for Google Ads Editor

February 4, 2021 • Matthew Umbro

Many tools can help manage a Google Ads account. But the most effective, in my experience, is Google Ads Editor. It's an offline application to download an account and make bulk edits and additions. The tool has saved me days of tedious work by turning hours-long tasks into minutes.

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