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

Social Media
15 Top Brands on Instagram, for Inspiration

May 20, 2019 • Sig Ueland

Studying prominent brands on Instagram can help merchants generate ideas for their own marketing campaigns. Here is a list of the top brands on Instagram ranked by followers. To attract followers, the brands use behind-the-scenes and do-it-yourself content and inspiring images and videos.
Email & Text Marketing
Minor Tweaks to Marketing Emails Can Greatly Boost Conversions

May 17, 2019 • Carolyn Nye

The purpose of email marketing is to generate revenue. Opens and clicks are meaningful only if they produce, at some point, orders. In my experience, tweaking just a few areas ...
Content Marketing
5 Ways to Recruit Content Creators for Your Business

May 13, 2019 • Armando Roggio

Content marketing is not a one-and-done tactic. It is a commitment. But you don’t have to do it alone. Recruit other people to create content for you. Here is a list of five ways to do just that.
Email & Text Marketing
Boost Profits with a Win-back Email Campaign

May 7, 2019 • Armando Roggio

Sometimes customer relationships fade. A shopper may have made several purchases, but then, over time his orders become less frequent until finally, you don't hear from him. But your business can re-engage at least a few lapsed customers and win them back with email marketing automation.
Marketing & Advertising
How Smaller Fashion Merchants Can Outperform the Big Guys

May 6, 2019 • Viktoria Kanevsky

Smaller fashion and lifestyle businesses typically have limited budgets for marketing, personnel, and web development. Here are four ways that smaller online companies can thrive.
Content Marketing
Building an Ecommerce Business, Part 15: Content Essentials

May 5, 2019 • Eric Bandholz

Content marketing for ecommerce businesses is much more than a sales pitch. Done well, it connects with prospective customers and tells the story of a brand. In this episode 15 of my series on building an ecommerce business from the ground up, I spoke with Andrew Snavely, the founder of Primer, an online magazine, and Ryan Hunter Masters, the founder of Show Her Off, and a dance instruction site.
Google Ads
Comparing SEO to PPC

May 3, 2019 • Jill Kocher Brown

Search engine optimization is different than pay-per-click advertising. While they share the goal of driving searchers to a website, you can’t expect the immediate results in SEO that paid search often produces. Likewise, approaching PPC with an SEO orientation misses opportunities.
Content Marketing
5 Content Marketing Ideas for June 2019

May 3, 2019 • Armando Roggio

In June 2019, content marketers should have no shortage of potential topics to attract, engage, and retain customers. In much of North America, the weather will be grand. That is why my first two suggestions on this month's list of content marketing ideas have to do with the outdoors.
Email & Text Marketing
Need More from Email Marketing? Learn from Competitors

April 29, 2019 • Armando Roggio

Email marketing provides a strong return on investment, requires very little money, and helps even fledgling businesses drive sales. The question, then, for most companies is not whether they should use email marketing, but how. One strategy is to monitor successful competitors.
Social Media
17 Instagram Accounts for Design, Color, Illustration, More

April 29, 2019 • Sig Ueland

Here is a list of Instagram feeds to follow for all aspects of web design, including color, illustration, animation, photography, typography, and storytelling. The accounts are from independent designers and artists, design studios, and creative ad agencies.
Marketing & Advertising
Don’t Neglect Pinterest for Fashion, Lifestyle Marketing

April 19, 2019 • Viktoria Kanevsky

Fashion and lifestyle businesses typically favor Instagram and Facebook for marketing. Most neglect Pinterest. That's a mistake. Pinterest is a critical, untapped source of quality traffic.
Email & Text Marketing
Top 5 Email Marketing Questions in 2019

April 18, 2019 • Carolyn Nye

I consult with companies — B2B and B2C — on optimizing their email marketing efforts. Those clients and other businesses frequently have concerns about delivery, or spam, or other email matters. What follows are the five most common questions.
Google Ads
Google Ads Keyword Planner Gets an Upgrade

April 11, 2019 • Robert Brady

The other day I went to the Keyword Planner in Google Ads. I was greeted by a lightbox message that stated, “A Better Keyword Planner.” The box said six "key features" were improved. Here's my take on the changes.
Marketing & Advertising
How to Measure Customer Acquisition Cost

April 7, 2019 • Armando Roggio

How does an ecommerce company decide which marketing tactics work the best? Customer acquisition cost helps to answer this question. CAC is a key performance indicator for ecommerce marketing. It estimates how much to invest to attract one new customer.
Content Marketing
5 Content Marketing Ideas for May 2019

April 2, 2019 • Armando Roggio

From science fiction to education to research, there are plenty of ways to connect with consumers through content marketing in May 2019. What follows are five content ideas for your business to try in May 2019.
Google Ads > Merchant Voice
How Google Shopping has affected my ecommerce site

April 1, 2019 • Elizabeth Hollingsworth

It’s been more than six months since I started advertising on Google Shopping. It has greatly improved my revenue, as well as traffic to my site. In this post, I'll recap the metrics.
Content Marketing
Without Compelling Content, Ecommerce Success Is Nearly Impossible

March 31, 2019 • Dale Traxler

As I work with clients to improve conversion rates, average order values, and market share, content strategy becomes critical. Without compelling content, it’s nearly impossible to be successful in ecommerce. In this post, I'll describe the benefits (and challenges) of compelling content.
Marketing & Advertising
4 Marketing Tactics to Get the Next Ecommerce Sale

March 29, 2019 • Armando Roggio

Online retailers have the opportunity to transform every new visitor into a long-term, loyal customer who makes dozens or even hundreds of purchases over several years. What follows are four inexpensive marketing ideas to help your ecommerce company make the next sale and earn more profit from existing customers.
Email & Text Marketing
6 Ways to Track Revenue from Email Marketing

March 20, 2019 • Carolyn Nye

Ecommerce merchants know the value of email marketing. It typically provides the highest return on investment of any marketing channel. In a 2016 Econsultancy survey, 76 percent of companies reported that email offers either "excellent" or "good" ROI.
Marketing & Advertising > Merchant Voice
How I advertise my ecommerce site

March 19, 2019 • Richard Stubbings

Last week whilst I was walking my dogs I noticed an advert on the back of a bus. It was promoting adverts on the back of buses. It suggested that ...
Google Ads
Boost Google Ads’ Quality Score for PPC Success

March 14, 2019 • Armando Roggio

Google Ads' quality score is a bid multiplier that can make purchasing ads on the popular pay-per-click advertising platform less expensive. A high quality score is also a strong indicator of PPC success, so boosting an ad's quality score could lead to more interactions and sales.
Google Ads
Google Shopping Campaigns Could See 10 Percent More Impressions

March 12, 2019 • Robert Brady

A recent change by Google Ads could increase impressions by 3 to 10 percent for advertisers that use Shopping campaigns but opt out of the Search Partners network. Here’s what you need to know.
Google Ads
How to Structure Google Ads Text Campaigns for Ecommerce

March 11, 2019 • Armando Roggio

Text-based, pay-per-click (PPC) advertising is a fundamental part of promoting an ecommerce business. These seemingly simple ads can appear higher on a search results page than organic listings and they can target potential customers actively seeking the products your business sells.
Marketing & Advertising
How Fashion Wholesalers Benefit from Social Media

March 6, 2019 • Viktoria Kanevsky

Social media marketing can be unclear and confusing for smaller B2B companies. Fashion and lifestyle companies, in particular, often don’t understand why they need social media or the best way to use it.
Content Marketing
5 Content Marketing Ideas for April 2019

March 5, 2019 • Armando Roggio

In April 2019, content marketers could pitch spring gift ideas, write about important political issues, play a prank or two, offer tax help, and recognize China's contributions.
Content Marketing
9 Free Copywriting Podcasts for Ecommerce Merchants

March 4, 2019 • Sig Ueland

Copywriting podcasts can provide practical tips and techniques to ecommerce merchants who generate their own content. Here is a list of free copywriting podcasts. There are shows that explore content marketing,
Google Ads
Say Goodbye to ‘Average Position’ Metric in Google Ads

February 27, 2019 • Robert Brady

Last year Google Ads finally transitioned all advertisers to its new interface. There were many changes. One was that "Average Position" no longer appeared in a column by default. And now Google has made it official.
Marketing & Advertising
7 Old-school Selling Tips for Ecommerce

February 20, 2019 • Dale Traxler

Many online retailers don’t focus on selling. An online store is a digital sales agent. It must interpret a buyer’s needs, pitch relevant products, and close the deal — much ...
Content Marketing
5 Content Marketing Ideas for March 2019

February 19, 2019 • Armando Roggio

Content marketing is meant to help your business connect with potential customers, building long-term relationships. The goal is to attract, engage, and retain those prospects with content that your business creates or curates, publishes, and distributes. In this post, I will discuss five content marketing ideas your business could try in March 2019.
Email & Text Marketing
How to Make Triggered Emails More Effective

February 18, 2019 • Carolyn Nye

Triggered emails are automated messages in response to the actions of website visitors. Done correctly, triggered emails can be more effective than promotional ones because they are timely and relevant to recipients. They often have higher-than-average open, click, and conversion rates.

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