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 Marketing | Google Ads | Influencer Marketing | Social Media

Google Ads
Outbound Marketing In an Inbound World

February 16, 2022 • Armando Roggio

Search engine optimization, content marketing, and the whole of inbound marketing are important for promoting a business. But let’s not forget about advertising. I recently attended a marketing event where an ...
Google Ads
Benefits of Google’s Search Ads 360, Revamped

February 15, 2022 • Matthew Umbro

Google's updated Search Ads 360 is a big improvement. The interface is consistent with Google Ads. New features include easier cross-platform management, among others. We explain.
Email Marketing
14 Free WordPress Plugins to Build an Email List

February 14, 2022 • Sig Ueland

There's no better ecommerce revenue driver than engaged email subscribers. This rundown, for WooCommerce and WordPress merchants, we first published in 2014. Here's the latest update.
Marketing & Advertising
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.
Influencer Marketing
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.
Marketing & Advertising
How to Make an Instagram Link-in-bio Page

February 7, 2022 • Armando Roggio

Instagram allows no links in posts. Followers who want to learn more are stuck, unless the merchant provides a link in its bio to a page with post links, to learn more. We explain.
Content Marketing
5 Content Marketing Ideas for March 2022

February 6, 2022 • Armando Roggio

Since 2014 Senior Contributor Armando Roggio has published a monthly idea generator for content marketing. This March 2022 installment includes workshops, how-to, and more.
Marketing & Advertising
When Retailers Are Ad Platforms

February 1, 2022 • Armando Roggio

Amazon pioneered the concept of a retailer-driven ad network. Now other retailer marketplaces are selling ads, too. The trend has far-reaching implications.
Email Marketing
iOS 15: Impact on Email Marketing to Date

January 30, 2022 • Carolyn Nye

Apple's iOS 15 operating system launched in September 2021. Its new "Mail Privacy Protection" inflates the reported open rates of commercial emails. This piece analyzes the impact thus far.
Content Marketing
Advertisers Can Find Power in the Dark

January 27, 2022 • Armando Roggio

Temporarily stopping ads can help clarify sales attribution. And ads that heavily promote content can mask its organic traffic benefits. So, yes, there's power in briefly going dark.
Marketing & Advertising
12 Examples of Brands in the Metaverse

January 25, 2022 • Sig Ueland

Metaverse is the blending of digital and physical experiences. The term first appeared in a 1992 novel. Now brands are in the metaverse, engaging consumers creatively.
Email Marketing
5 Ways to Promote a Paid Newsletter

January 24, 2022 • Armando Roggio

Many creators publish a paid newsletter. But getting subscribers is not easy. It takes aggressive promotion, such as the five ideas in this piece.
Influencer Marketing
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.
Email Marketing
How to Set Up a Paid Newsletter

January 16, 2022 • Armando Roggio

The creator economy refers to podcasters, writers, musicians, and similar who are compensated directly for their work. Paid newsletters are one of those methods. We explain the concept and how to get started in this piece.
Google Ads
Setting Up Google’s Performance Max Campaigns

January 13, 2022 • Matthew Umbro

Google's Performance Max campaigns are the latest iteration in the company's emphasis on automation and machine learning. It's worth testing Performance Max despite the lack of reporting transparency.
Content Marketing
5 Content Marketing Ideas for February 2022

January 11, 2022 • Armando Roggio

Content marketing drives search engine rankings and inbound traffic. Every month since 2014 we've published a list of content ideas for ecommerce merchants. This February 2022 installment includes topics such as National Freedom Day, Bob Marle's birthday, and more.
Marketing & Advertising
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.
Email Marketing
Charts: Global Email Volume, Users, Marketing

January 5, 2022 • Adel Boukarroum

The world's first email was sent in the early 1970s. Since then email has evolved into a vital digital marketing tool. The number of global emails sent has climbed each year as the internet has become more accessible. Over 306 billion emails were sent daily in 2020. That number will rise to roughly 376.4 billion per day by 2025.
Social Media
The Risk of Social Media Marketing

January 4, 2022 • Armando Roggio

Ecommerce marketing decisions are difficult. Advertising, search engine optimization, social media, content marketing — all involve communicating a message to an audience. But depending on the channel, the marketer may not control the message, its distribution, or even the audience.
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.
Marketing & Advertising
11 Outstanding Digital Media Campaigns from 2021

January 3, 2022 • Sig Ueland

Reviewing the best digital marketing campaigns from established brands can generate ideas for your own efforts. Here is a list of outstanding digital marketing campaigns from 2021. The campaigns feature social justice, celebrity endorsements, personalized products, contests and games, augmented reality apps, and the metaverse.
Google Ads
Google Ads: How to Set Up Account-level UTM Parameters

January 3, 2022 • Armando Roggio

UTM parameters can help marketers track the performance of Google Ads to individual campaigns, ad groups, and keywords. Unfortunately, manually creating tracking parameter strings takes time and is error-prone. Instead, automate the process. Turn on the account-level Google Click Identifier, set up account-level UTM parameters, and use a script to create ad-group-level custom parameters.
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.
Google Ads
Setting Up a Google Ads Dynamic Search Campaign

December 13, 2021 • Armando Roggio

Setting up a Google dynamic search ad is straightforward. Even a novice can have a campaign up and running in a few minutes. This article is a step-by-step guide.
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.
Marketing & Advertising
11 Apps for Creating, Editing Videos

December 6, 2021 • Sig Ueland

For online merchants, video is one of the best ways to promote a business, especially when you can shoot and edit video from nothing more than a smartphone and a simple app. Here is a list of apps to create and edit videos for ads, products, and content marketing.
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.
Marketing & Advertising
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.

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