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

Influencers & Affiliates
Affiliate Marketing Meets Influencers

September 28, 2017 • Greg Hoffman

The crossroads of affiliate marketing and influencer marketing is here. Merchants are testing ways to merge the channels to create sales. The word “influencer” was mentioned in a dozen session titles ...
Social Media
105 Leading Social Networks Worldwide

September 27, 2017 • Gagan Mehra

Much has changed since 2015 when we last updated our list leading social media sites. Many more social networks have been launched. Some have been discontinued. This post will list all leading English-language social networks as of Sept. 2017. It will also indicate social networks that were added since the 2015 article, by placing “(New)” beside the name.
Marketing & Advertising
Ask an Expert: ‘For SEO, Better to Publish a New Blog Post, or Update an Existing One?’

September 19, 2017 • PEC Staff

“Ask an Expert” is an occasional feature wherein we pose questions to ecommerce authorities. For this installment, we address the best way to optimize content, such as blog posts and ...
Email & Text Marketing
4 Pointers for Holiday Email Marketing in 2017

September 18, 2017 • Carolyn Nye

It’s September, which means now is the time to start thinking about your upcoming holiday email marketing. In this article, I’ll share four tips to maximize email effectiveness for the ...
Marketing & Advertising
7 Tips for Selling Products at Events, Shows

September 15, 2017 • Armando Roggio

When online sellers step out of the office or warehouse to set up shop at a sporting event, a fair, or a similar show, those businesses have a good opportunity to ...
Google Ads
AdWords Changes Coming Fall 2017

September 13, 2017 • Robert Brady

There has been a flurry of activity from AdWords during the past couple of weeks. If you’re an advertiser, you’ve likely noticed the emails from AdWords, coming fast. In this ...
Marketing & Advertising
5 Reasons Your Omnichannel Retail Strategy Is Failing

September 11, 2017 • Armando Roggio

Even for established retailers with years of experience in one sales channel, providing a seamless shopping experience across multiple channels — brick-and-mortar, online, mobile, and beyond — can be challenging. Omnichannel retailing ...
Content Marketing
Creating a Content Optimization Plan for Organic Search

September 8, 2017 • Jill Kocher Brown

Last week I addressed the data involved in the content optimization process, and what to base content decisions on. In this post, I’ll get to the meat of creating a ...
Content Marketing
5 Content Marketing Ideas for October 2017

September 7, 2017 • Armando Roggio

Retail competition is stiff and businesses selling simply on price or selection will find themselves in head-to-head competition with massive sellers like Amazon and Walmart. For many ecommerce businesses, the best ...
Content Marketing
SEO: What to Base Content Decisions On

September 3, 2017 • Jill Kocher Brown

Content is the first thing that comes to mind with search engine optimization. There is a process, however, to creating and optimizing strong content. The process involves four separate tasks: data ...
Email & Text Marketing > Merchant Voice
Lessons from an ecommerce email marketer

September 1, 2017 • Peter Keller

I have a reputation as a marketer who sends a lot of emails. And it’s true. At FringeSport, we send most of our subscribers five emails per week — sometimes ...
Influencers & Affiliates
Affiliate Marketing Report Card: Fanatics.com

August 28, 2017 • Greg Hoffman

This second installment of “Affiliate Marketing Report Card” focuses on Fanatics, an online retailer of licensed sportswear, sports equipment, and merchandise. I’ve watched its affiliate marketing program greatly expand over ...
Marketing & Advertising
Niche Retailers Have an Opportunity in Customer Experience

August 20, 2017 • Armando Roggio

Your customers are in control, and that could be very good for your ecommerce business. When stores compete on customer experience, small and mid-sized online retailers have an opportunity to ...
Email & Text Marketing
5 Email Marketing Tips to Try This Week

August 17, 2017 • Armando Roggio

Email marketing is one of the most powerful tools an ecommerce business can use to increase sales. Depending on who you ask, email marketing can generate a return on investment between ...
Email & Text Marketing
4 Tactics to Produce Sales from Email Recipients

August 15, 2017 • Carolyn Nye

Emails to customers and prospects from ecommerce merchants can serve many purposes. Sometimes the emails contain much content, such as shopping tips or blog posts. Other times, they convey transactional ...
Marketing & Advertising
Using Google Home for Voice-enabled Shopping

August 11, 2017 • Gagan Mehra

My previous post, “10 Alexa Skills for Shopping (and Selling),” focused on Amazon’s voice assistant, Alexa, and the burgeoning number of third-party apps and APIs — “Skills” — for that technology.
Content Marketing
5 Content Marketing Ideas for September 2017

August 9, 2017 • Armando Roggio

What do bacon, spaceships, naval vessels, pop culture, and Christmas all have in common? They are all topics you can use to fuel your content marketing in September 2017. Content marketing ...
Marketing & Advertising
10 Great Ecommerce Ideas for August 2017

August 7, 2017 • PEC Staff

Outsource (or automate) non-core competencies. Think about where you spend the most time. There are tasks that you may not like doing, tasks that you shouldn't be doing, and action items that could be completed faster by delegating. What if you only had to focus on the exact tasks that will most likely bring you the highest impact?
Content Marketing
How to Reuse Content, to Supercharge Marketing

August 4, 2017 • Armando Roggio

Good content marketing ideas can be hard to come by. To get the most out of each idea, develop a plan to reuse your content. It can supercharge your marketing ...
Content Marketing
SEO: 8 Free Sources of Content Inspiration

July 28, 2017 • Jill Kocher Brown

One of the hardest aspects of providing meaningful content on ecommerce sites is trying to determine what your audience members read as they’re shopping. Coming up with ideas for new and ...
Influencers & Affiliates
The Common Affiliate Marketing Mistake

July 27, 2017 • Greg Hoffman

Affiliate marketing has its pros and cons — advocates and detractors. The industry is booming but there are many merchants that have negative opinions of the channel. They have seen ...
Social Media
11 New Social Networks for 2017

July 24, 2017 • Sig Ueland

Exploring new social networks can help you find ways to talk with your customers or team members and discover new places to promote your brand. It will also help you ...
Marketing & Advertising
Channel Signal C.E.O. on Product Review Analytics

July 21, 2017 • Armando Roggio

Product reviews can play an important role in ecommerce. Almost nine out of 10 shoppers read product reviews, and many studies over many years have shown that reviews help shoppers ...
Marketing & Advertising
4 Tips to Build Brand Awareness on Social Media

July 19, 2017 • Vanessa Penagos-Pino

Social media can build brand awareness and loyalty. In a Sprout Social Q1 2017 survey of 1,000 consumers, 62 percent said they are likely to purchase from a brand they ...
Email & Text Marketing
For Email Signups, Better to Use Double Opt-in or Single?

July 19, 2017 • Carolyn Nye

Adding email subscribers usually translates into more sales. But soliciting email signups is often a tradeoff in quality versus quantity. In this article, I’ll explore the pros and cons of ...
Email & Text Marketing > Merchant Voice
For selling, the phone is better than email

July 11, 2017 • Peter Keller

I’m a huge fan of email marketing. It’s been very helpful for FringeSport. I addressed email marketing, in fact, in my previous two posts: “Lessons on starting an email list”
Content Marketing
Avoid Bland Wording for a Unique Company Personality

July 11, 2017 • Marcia Yudkin

One of the best ways to make sure that shoppers who find your company seek it out again is to establish a consistent and distinctive personality. Just as people might be brash,
Content Marketing
5 Content Marketing Ideas for August 2017

July 10, 2017 • Armando Roggio

For many businesses, content is marketing, an integral part of nearly all of the company’s promotional activities. While this can be good for a business, helping to create long-term customer ...
Business
How to Audit Your Ecommerce Content, and Why

July 7, 2017 • Armando Roggio

An ecommerce content audit may help a retail businesses identify valuable assets, discover new content or product ideas, improve site design or navigation, generate more site traffic, and even earn ...
Email & Text Marketing > Merchant Voice
How to get your first 1,000 email subscribers

June 29, 2017 • Peter Keller

I addressed last month how to start an email list. In this post, I’ll explain how to get your first 1,000 subscribers. As part of starting a list, you (hopefully) identified ...

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