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
Holiday Social Media Tips for Fashion, Lifestyle Merchants

November 2, 2018 • Viktoria Kanevsky

To entice holiday shoppers to come to a smaller store instead of, say, a leading brand, go the extra mile — from product selection to customer service to unique marketing, including social media campaigns. Organize social media holiday campaigns by channels, such as Instagram, Facebook, YouTube, and Pinterest.
Marketing & Advertising
Success with Google Shopping, Part 3: Merchant Center Setup

October 28, 2018 • David Rothwell

Google Shopping ads can deliver many prospects to an ecommerce site. The ads can appear for precise keyword searches — such as a product make and model — making them effective in matching products to buyers. This is the third article in my "Success with Google Shopping" serious.
Social Media
Use Facebook Groups to Promote Your Ecommerce Business

October 22, 2018 • Armando Roggio

Ecommerce businesses can use Facebook groups to help potential customers, build strong reciprocal relationships, and encourage sales. Maintaining or contributing to a Facebook group is a form of both social media ...
Email & Text Marketing
Email Segmentation Tips to Drive Opens, Clicks, Sales

October 18, 2018 • Carolyn Nye

There are multiple ways to improve the effectiveness of email marketing. The best way is to ensure the message is relevant to the recipient. Segmenting your list to the likes and desires of individual subscribers can improve opens, clicks, and sales.
Marketing & Advertising
5 Ways to Land Your Company in the News

October 13, 2018 • Marcia Yudkin

You’re likely already marketing in social media. Traditional media such as television, magazines, and news agencies may be off your radar. Getting into the media spotlight can cost nothing other than a little time, effort, and creativity. Here’s how.
Content Marketing
7 Tips to Optimize Content for Search Engines

October 12, 2018 • Jill Kocher Brown

Search engine optimization hinges on content relevance. No relevance means no rankings and no revenue from natural search. Follow these seven SEO tips to ensure that your site is optimized ...
Social Media
11 YouTube Channels for Digital Marketing

October 8, 2018 • Sig Ueland

YouTube is a helpful resource for learning digital marketing strategies from expert influencers. There are a variety of channels, offering plenty of practical tips and techniques to market your brand. Here is a list of YouTube channels for digital marketing.
Content Marketing
5 Content Marketing Ideas for November 2018

October 5, 2018 • Armando Roggio

In November 2018, your business can attract, engage, and retain customers with content around surviving the peak of the holiday shopping season; little-known celebrations; and Facebook groups. Content marketing is the ...
Marketing & Advertising
Holiday Marketing for Fashion and Lifestyle Merchants

October 4, 2018 • Viktoria Kanevsky

When should holiday marketing begin? To me, holiday marketing should never stop. If that's not feasible, finalize a holiday marketing plan as early as possible. Here is my holiday marketing to-do list for fashion and lifestyle merchants.
Content Marketing
9 Ways to Promote Your Marketing Content

September 27, 2018 • Armando Roggio

Content only works, only influences potential customers, when those would-be customers can find it. Thus promotion is an important aspect of any content marketing campaign. In a sense, content marketing consists ...
Marketing & Advertising
2018 Holiday Ecommerce Marketing Checklist

September 24, 2018 • Armando Roggio

For many online stores, the Christmas shopping season can represent a significant percentage of total annual sales. Thus it’s important to get holiday ecommerce marketing right. What follows is a checklist ...
Content Marketing
Content Marketing Reaches Baby Boomers

September 19, 2018 • Armando Roggio

Shoppers aged 54 to 72 represent a significant portion of the total U.S. consumer market. And they have the financial wherewithal to be among the top customers of an ecommerce company. This group of potential customers can be reached with content marketing.
Email & Text Marketing
6 Ways to Re-engage Dormant Email Subscribers

September 19, 2018 • Carolyn Nye

Email subscribers come and go. Some are active. They open, read, and click every email. But few stay active indefinitely. Many eventually become dormant and no longer open. In this post, I'll review six tips to re-engage these dormant subscribers.
Social Media
3 Tips for Hiring (or Not) a Social Media Marketer

September 18, 2018 • Michael Stancil

You’ve made a critical decision for your company: It’s time to hire a social media marketer. Or is it that time? I ask because it’s important to know the answer ...
Marketing & Advertising
Success with Google Shopping, Part 2: Merchant Center Basics

September 17, 2018 • David Rothwell

To use Google Shopping ads, a merchant must first export all of shopping cart data into Google's own database via the Merchant Center. This is the second article in my "Success with Google Shopping" series. The first installment, "Part 1: Getting Started," we published in August.
Google Ads
Google Ads Expands Headlines, Descriptions, Characters

September 5, 2018 • Robert Brady

For many years Google AdWords allowed 25 characters for a single headline and 35 characters per line for two lines of description text. But Google Ads (formerly AdWords) has made a couple of changes that advertisers should know about. You can now add more text to your existing text ads and utilize a new type of text ad.
Marketing & Advertising
Fashion Merchants Can Build a Business around Social Media

September 5, 2018 • Viktoria Kanevsky

Most lifestyle and fashion merchants use social media. But many don’t realize how critical it is to their business. For large retailers, social media is typically responsible for 3-7 percent of ...
Content Marketing
5 Content Marketing Ideas for October 2018

September 4, 2018 • Armando Roggio

Content marketing requires a steady flow of topics. For this October 2018, consider covering Halloween, Breast Cancer Awareness Month, vegetarianism, Oktoberfest, and what's streaming on Netflix, Amazon Prime, and Hulu.
Marketing & Advertising
Success with Google Shopping, Part 1: Getting Started

August 30, 2018 • David Rothwell

Google Shopping ads appear in search results as pictures above or alongside the text-based ads and organic listings. But unlike text-based ads, Shopping ads always carry an image, price, and ...
Social Media
Should Merchants Sell on Social Platforms?

August 29, 2018 • Marcia Kaplan

Social media networks foster deeper customer relationships than standalone ecommerce sites, according to some marketers. However, except for younger, mobile-focused shoppers, social commerce has not gained a foothold.
Content Marketing
5 Tips for Better Content Marketing in 2019

August 28, 2018 • Armando Roggio

Content marketing has to provide real value, something that pierces all of the noise of social media and advertising. What follows are five tips that start with value. If embraced, these could make your content marketing efforts more successful in the coming year.
Social Media
All Products with Photos Have a Place on Pinterest

August 26, 2018 • Michael Stancil

Pinterest and I have a long history. Back in 2013, I was one of the most followed men on Pinterest, with over 1.8 million followers. I pinned about men’s style.
Email & Text Marketing
4 Key Factors That Impact Email Deliverability

August 16, 2018 • Carolyn Nye

Getting an email to an inbox is not always easy. Many factors determine whether an email is delivered, blocked, or even filtered into a subfolder. In this post, I'll explore four key factors that determine email deliverability.
Social Media
9 Tools to Sell Products on Instagram

August 13, 2018 • Sig Ueland

Instagram offers companies the opportunity to showcase physical products to many engaged followers. And with the right tools, businesses can make those product images shoppable. Here’s a list of tools to sell products on Instagram.
Marketing & Advertising
Little-known Holidays Can Boost Traffic and Sales

August 7, 2018 • Pamela Hazelton

There are more than 1,500 national days, weeks, and months, and savvy marketers know how to take advantage of them. Online stores can harness the power of national days by educating customers and promoting purchases.
Google Ads
3 Mistakes to Avoid on the Google Display Network

August 7, 2018 • Robert Brady

The Google Display Network has the potential to generate massive traffic. It’s a powerful opportunity for any advertiser. But it can cause powerful harm when mistakes occur. Here are three dangers of advertising on the GDN and how you can avoid them.
Content Marketing
5 Content Marketing Ideas for September 2018

August 6, 2018 • Armando Roggio

From celebrating the contributions of Hispanic Americans to talking like a pirate, September 2018 is full of opportunities to create engaging content that could drive traffic to your website and ...
Content Marketing
Low-cost Content Marketing for Fashion Merchants

July 31, 2018 • Viktoria Kanevsky

Content is an essential part of an overall marketing strategy for online merchants, including those in the fashion industry. But most smaller fashion retailers don’t typically have the budget for a professional content strategist. In this post, I'll describe an affordable content marketing strategy that works for my clients, industry leaders, and me.
Social Media
Instagram: The Ad Channel Your Parents Aren’t On (Yet)

July 29, 2018 • Michael Stancil

It’s hard to believe Facebook is no longer the cool network. Instagram and Snapchat appeal to the younger crowd. The process for advertising on Instagram is the essentially the same as on Facebook.
Email & Text Marketing
3 Tools for Cleaning Email Addresses, to Improve Deliverability

July 18, 2018 • Carolyn Nye

Email marketers understand the importance of deliverable addresses. Deliverability is critical for conversions, and it impacts a sender’s reputation with ISPs, among other effects. But a clean subscription file requires ...

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