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
An Ecommerce Social Media Plan for the Holidays

September 19, 2019 • Armando Roggio

Social media posts can play an important role in a retailer's holiday promotions by engaging, informing, and encouraging potential shoppers. Social media is typically most effective when marketers plan and schedule well in advance. For your company's holiday social media campaigns, consider the following questions.
Influencers & Affiliates
Opening Up Influencer Marketing with Blockchain

September 19, 2019 • Brandon Bidlack

Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.
Email & Text Marketing
8 Conversion Boosters for Holiday Email Marketing

September 17, 2019 • Carolyn Nye

Now is the time to plan holiday email marketing. For most ecommerce merchants, email is crucial for generating traffic and sales. What follows are eight tips to get the most from your holiday email marketing efforts.
Google Ads
Google Ads Expands Keyword Variant Matching, Again

September 9, 2019 • Robert Brady

Over the past couple of years, Google Ads has expanded the use of close keyword variants from misspellings and plurals to implied words and paraphrases. Now, Google has again expanded the use of close variants.
Social Media
23 Twitter Feeds for Ecommerce Merchants to Follow

September 9, 2019 • Sig Ueland

Here is a list of Twitter feeds for online merchants to follow. Most feeds are from individuals although a few are from application platforms. The feeds are separated into ecommerce, marketing, and design categories.
Content Marketing
5 Content Marketing Ideas for October 2019

September 8, 2019 • Armando Roggio

For some business, the challenge is not understanding how content marketing is supposed to work, but rather knowing what to write about or what to make a video about. Thus, this article offers five content marketing ideas for October 2019. You are welcome to use these ideas for your business.
Content Marketing
6 Types of Content That Help SEO (and Shoppers)

September 6, 2019 • Jill Kocher Brown

Modern search engine optimization relies on providing valuable content that improves a site’s customer experience. But the form it should take often stymies site owners. The six sites below prove that any ecommerce site can create valuable content that appeals both to shoppers and the search engines that send them.
Google Ads
Understanding Google Ads’ New Conversion Action Sets

September 2, 2019 • Matthew Umbro

Google Ads' advertisers use conversion tracking for keywords and ad copy. A "conversion" could be a sale or a visitor filling out the contact-us form. Conversion action sets allow advertisers to establish conversion priorities and optimize accordingly.
Marketing & Advertising
How to Launch Facebook Ads from Your Business Page

August 23, 2019 • Armando Roggio

There are many good reasons to use Facebook ads, not the least of which is its continued focus on the advertising model. A company can create an effective advertising campaign directly from its Facebook business page. I'll describe the process in this post.
Email & Text Marketing
Overlooked Email Tools to Streamline Production, Drive Conversions

August 21, 2019 • Carolyn Nye

Email service providers are increasingly sophisticated. Every provider serves the same basic need — sending emails — but often in different ways. The following nine tools are common in modern ESP platforms but are frequently overlooked or underused by ecommerce merchants.
Social Media
15 Buzz-worthy Giveaway Contests on Social Media

August 19, 2019 • Sig Ueland

A giveaway contest is an enduring promotional tool. A contest attracts and rewards fans, and the item is usually the prize. Here is a list of notable contest examples on social media.
Content Marketing
5 Content Marketing Ideas for September 2019

August 4, 2019 • Armando Roggio

Content marketing requires a steady stream of material, such as guides, articles, and podcasts. Often this material is the result of dozens of ideas. For September 2019, your business might choose to write an article about procrastination. It could publish a useful guide, or it might even start a podcast.
Social Media
10 Impressive Social Media Campaigns from Brands in 2019

July 29, 2019 • Sig Ueland

Here is a list of recent social media campaigns from large brands. Several of the campaigns revolve around broad social and cultural issues, such as climate change and the #MeToo movement.
Email & Text Marketing
5 Ways Artificial Intelligence Improves Email Marketing

July 18, 2019 • Carolyn Nye

Artificial intelligence is not new for email service providers. Email platforms have long recognized that AI can optimize opens and clicks while saving time and money. Here are five ways that AI can improve an email program.
Content Marketing
5 Content Marketing Ideas for August 2019

July 9, 2019 • Armando Roggio

In August, consider focusing your business's content marketing efforts on senior citizens, your product or brand story, technologies that were invented or patented in August, things to do during the month, and the growing interest in veganism.
Email & Text Marketing
Email Case Study: Wayfair’s Triggered, Personalized Campaigns

June 18, 2019 • Carolyn Nye

Some of the most successful marketing emails are triggered by a shopper's behavior. This was the case with Wayfair. Its series of emails to me is a good example of a personalized, browse-recovery campaign. In this post, I'll analyze the elements of the Wayfair series.
Content Marketing
5 Content Marketing Ideas for July 2019

June 10, 2019 • Armando Roggio

Content marketing inspiration for July 2019 can come from many sources, including advice columns “Dear Abby” and “Ask Ann Landers,” sporting events, space exploration, American politics, and even Facebook. Content marketing ...
Social Media
12 Ways to Attract Instagram Followers and Drive Engagement

June 7, 2019 • Viktoria Kanevsky

Instagram plays an enormous role in social media marketing and advertising. In this post, I'll offer 12 ways to improve Instagram performance — to attract followers, engage them, and ultimately generate traffic and sales to your ecommerce site.
Content Marketing
Essential Social Media Metrics for Content Marketing

June 5, 2019 • Armando Roggio

Social media sites can be powerful tools for distributing content and driving engagement. But, like much of marketing, long-term social media success requires constant improvement. In this article, I'll suggest the primary social media metrics to track as part of your company's content marketing efforts.
Content Marketing
How to Generate High-traffic Article Topics

May 31, 2019 • Armando Roggio

I have to come up with lots of article ideas. I have a few methods, including reading industry-specific posts and following links in them. This morning, I was sitting in ...
Marketing & Advertising
A Disciplined Approach to Marketing an Ecommerce Business

May 28, 2019 • Armando Roggio

The means and methods of driving ecommerce site traffic and conversions are clear. Marketers at mid-sized ecommerce and omnichannel retail businesses know the tactics to employ. Thus the challenge to grow a business is often discipline — not knowledge.
Content Marketing
20 Tools for Content Marketing

May 28, 2019 • Sig Ueland

Here is a list of tools to assist in your content marketing efforts. There are idea generators, language tools, stock-element libraries, content analysis apps, distribution platforms, and more. Most of these tools are free or have a free plan.
Google Ads
How Google Collects Data to Personalize Ads

May 23, 2019 • Robert Brady

Google does most of its tracking through a user's account. If you’re logged in on your phone or browser, Google is accumulating a lot of data. And it's willing to show you. To see what Google believes you’re interested in, navigate to Ad Settings.
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.

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