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

Marketing & Advertising
2020 Holiday Shopping Is a Tale of 2 Consumers

September 17, 2020 • Armando Roggio

Covid-19 has throttled the U.S. economy, dropping the nation's gross domestic product 31.7 percent in the second quarter of the year. The economic effect, however, has impacted folks differently.
Marketing & Advertising
Privacy Changes on Apple Devices, Chrome Will Impact Targeted Advertising

September 14, 2020 • Armando Roggio

Privacy-related changes impacting Apple mobile devices and Google's Chrome browser will make it more difficult for businesses to target advertising at specific customers across platforms, applications, and devices. At issue are two separate technologies that are connected because of their privacy implications.
Google Ads
Using Google Analytics to Optimize Google Ads

September 13, 2020 • Morgan Jones

The Google Ads reporting suite in Google Analytics is essential for advertisers looking to drive profitable sales. I'll explain the setup and analysis process in this post. Before you can view Google Ads reports in Google Analytics, complete a couple of steps.
Google Ads
4 More Google Ads Scripts to Automate Tasks, Save Time

September 6, 2020 • Matthew Umbro

Google Ads scripts automate routine tasks. Last fall, I shared three such scripts that are helpful to me. In this post, I'll address four additional Google Ads scripts that automate tasks and save time.
Content Marketing
5 Content Marketing Ideas for October 2020

September 3, 2020 • Armando Roggio

Content marketing can help connect with new customers or deepen relationships with existing ones. But some businesses struggle to find topics to address. The good news is that opportunities abound in October 2020, when a company could cover National Taco Day, raise cybersecurity awareness, profile customers, provide a brief history of products, or identify Halloween do-it-yourself projects.
Marketing & Advertising
Using Instagram Video for Ecommerce

August 30, 2020 • Kaleena Stroud

Since it launched Stories in 2016 and TV in June 2018, Instagram has positioned itself as a destination for consuming videos. Instagram's "Reels," which mimics TikTok, follows that trend. In this post, I'll address options for posting videos on Instagram to drive awareness and sales for your ecommerce company.
Google Ads
What Is Performance Marketing?

August 26, 2020 • Armando Roggio

With performance marketing, businesses pay only when they get results. While it doesn't necessarily guarantee a good return on investment, performance marketing is often a contributor to success for ecommerce merchants.
Marketing & Advertising
OTT Ads Are an Opportunity for Established Retailers

August 25, 2020 • Armando Roggio

Streaming commercials — which are called over-the-top (OTT) ads because most cable and streaming boxes used to sit on top of televisions — can provide a level of audience targeting that is similar to search engine marketing, social media advertising, and affiliate marketing.
Marketing & Advertising
Live Streaming Can Drive Affiliate Revenue

August 19, 2020 • Armando Roggio

Live streaming is a popular way to sell products in 2020, thanks, in part, to how the pandemic has impacted retailing. But within this broader trend, at least a few entrepreneurs are finding a new niche promoting products to social media friends and followers.
Email & Text Marketing
2020 Holiday Email Marketing Starts Early

August 18, 2020 • Carolyn Nye

With the fluid retail environment surrounding Covid-19, protocols and expectations change daily. According to Coresight Research, a consulting firm, 23 percent of U.S. consumers plan to start 2020 holiday shopping earlier than in prior years. Ecommerce merchants should plan holiday marketing now.
Email & Text Marketing
13 Robust Newsletter Plugins for WordPress

August 10, 2020 • Sig Ueland

WordPress is a highly customizable content management system. With the right plugins, it can be a robust email marketing platform to create a newsletter and build a list of subscribers. Here is a list of newsletter plugins for WordPress.
Content Marketing
5 Content Marketing Ideas for September 2020

August 6, 2020 • Armando Roggio

Content marketing is the act of creating, publishing, and promoting articles, podcasts, and videos with the intent of attracting, engaging, and retaining customers. Here are five content marketing ideas your business can try in September 2020.
Google Ads
‘Buy On Google’ Opens to All Merchants

August 5, 2020 • Matthew Umbro

Google Shopping has made its second significant change in the last few months. The first change was implementing free Google Shopping listings. The second is opening the “Buy on Google” program for all merchants, commission-free.
Email & Text Marketing
1 Million Email Subscribers ‘Fricking Hard,’ Says TheHustle.co Founder

July 31, 2020 • Eric Bandholz

I asked Sam Parr, the founder of The Hustle, an email newsletter with curated business and technology news, how he has grown his list to over 1 million subscribers. "It's fricking hard," he told me.
Content Marketing
Inject New Life into Old Content

July 30, 2020 • Armando Roggio

Content marketing is a long game. A business must publish regularly over an extended period. This inevitably means that some of the content created will get old or outdated. Fortunately, a marketer can inject new life into old content, making it valuable again.
Social Media
8 Ways to Drive Product Sales on Instagram

July 29, 2020 • Kaleena Stroud

More than 130 million users tap on an Instagram shopping post at least monthly. That activity, combined with new shopping features, confirms that Instagram is quickly turning into one of the largest mobile shopping platforms. In this post, I'll review the top avenues for getting your products in front of an Instagram audience.
Content Marketing
The Hero-Hub-Help Content Marketing Strategy

July 27, 2020 • Armando Roggio

A content marketing strategy should identify what to publish and when to publish it. When a content marketing goal includes growing an engaged audience, YouTube's venerable hero-hub-help framework has much to offer.
Google Ads
Understanding ‘Explanations’ in Google Ads

July 26, 2020 • Robert Brady

You may have noticed blue, hyperlinked performance stats recently in your Google Ads interface. This is a new feature called "explanations." In this post, I’ll explain explanations and how they can improve results.
Marketing & Advertising
Live Streaming Connects with Pandemic-driven Consumers

July 19, 2020 • Armando Roggio

Small and mid-sized ecommerce businesses can use live streaming to sell like QVC and HSN, introducing and demonstrating products as well as providing helpful content. And deploying live streaming now can take advantage of consumers' new, pandemic-driven buying habits.
Email & Text Marketing
4 High-converting Email Segments for Ecommerce

July 16, 2020 • Carolyn Nye

Ecommerce has experienced incredible changes in the past few months. Consumers who had not embraced online retail are now forced to adopt it. Email segmentation can marketers reach these new buyers by improving relevancy. In this post, I'll describe the most effective ways to segment an email list for ecommerce.
Google Ads
3 Ways to Scale Ecommerce with Data

July 9, 2020 • Anna Kayfitz

Scaling an ecommerce business requires insights into the market, consumers, and products. In this post, I'll address each aspect and how data can help.
Content Marketing
5 Content Marketing Ideas for August 2020

July 2, 2020 • Armando Roggio

Content may well be one of the most powerful forms of modern marketing. When a business creates content, publishes that content, and then promotes it, it has the potential to attract, engage, and keep customers. What follows are five content marketing ideas your business can use in August 2020.
Google Ads
The Anatomy of a Text Ad

June 30, 2020 • Matthew Umbro

Google and Microsoft advertisers have had to rethink quality copy with the format of expanded text ads and responsive search ads. But the principles of the copy are the same for all pay-per-click ads: include the searcher's query, the product's value propositions, and a clear call-to-action.
Social Media
Advanced Strategies for Selling on Instagram

June 28, 2020 • Kaleena Stroud

Last month I addressed content ideas to maximize an Instagram feed to attract followers. In this post, I'll discuss strategies to optimize Instagram posts to retain and engage an audience of potential buyers.
Marketing & Advertising
What’s Your Plan for Measuring Marketing Outcomes?

June 25, 2020 • Armando Roggio

Once it defines the objectives of its business or marketing campaign, an ecommerce company should decide how to measure outcomes. Planning and documenting how to measure outcomes should include specific metrics in Google Analytics.
Marketing & Advertising
A 5-step Plan for Video Production and Distribution

June 18, 2020 • Armando Roggio

Video content marketing starts with goal setting, understanding your audience, identifying topics, and creating a schedule — often in the form of an editorial calendar. Once you've completed these first steps, it is time to produce, edit, and publish your videos.
Email & Text Marketing
6 Ways to Convert New Visitors to Email Subscribers

June 17, 2020 • Carolyn Nye

Many online merchants have experienced traffic surges due to the pandemic. Converting the new traffic to immediate purchases can be challenging. The next best option is enticing visitors to subscribe to your email communications. In this post, I'll offer tips for converting new visitors into email subscribers.
Content Marketing
A 4-step Plan for Video Marketing Success

June 15, 2020 • Armando Roggio

Videos are a potent way for ecommerce businesses to build lasting, profitable customer relationships. What follows are four steps — before you film — for successful video marketing.
Email & Text Marketing
Accelerate Ecommerce Marketing with the RFM Model

June 10, 2020 • Armando Roggio

The recency, frequency, and monetary model lets ecommerce marketers identify and market to specific consumer groups based on their transactional behavior. Ecommerce merchants have many reasons to segment customers and prospects.
Google Ads
Guide to Google Ads Automated Bidding Options

June 4, 2020 • Matthew Umbro

Automated bids in Google Ads remove control from advertisers and rely on Google's algorithm for cost and performance. Google can set automated bids by the query, ad creative, apps, browser, language, operating system, and search partner. Plus, automated bidding utilizes first- and third-party data and other signals not available to advertisers directly.

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