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
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 ...
Content Marketing
Content Marketing: 7 Tips for Proofreading and Editing

June 28, 2017 • Armando Roggio

Content marketing requires editing for the same reason gardening requires pulling weeds: It is essential for good results. At a magazine or online journal, it is common for an article to be ...
Influencers & Affiliates
Important Affiliate Marketing KPIs, for Mid-year Review

June 28, 2017 • Greg Hoffman

The summer months are slow for many ecommerce merchants. It is an excellent time to do some housekeeping and prepare for the upcoming busy season. Take a few days to ...
Social Media
23 Instagram Tools to Connect with Shoppers

June 26, 2017 • Sig Ueland

Instagram is a platform for inspiring images. For businesses, it can be a good place to convey a brand’s story and connect with consumers. Here is a list of tools for ...
Email & Text Marketing > Merchant Voice
How I manage email spam

June 26, 2017 • Richard Stubbings

We all receive email spam. The longer our businesses exist, the more spam we get. So how should we deal with it? All businesses should have policies and procedures for dealing ...
Marketing & Advertising
Your Blog Needs an Editorial Mission Statement

June 20, 2017 • Armando Roggio

Content marketers — like newspaper editors and magazine publishers — must understand why they create content and for whom it is intended. A written, editorial mission statement for a blog ...
Marketing & Advertising
For Social Media Success, Avoid These 3 Mistakes

June 19, 2017 • Vanessa Penagos-Pino

Consumers, in 2017, expect companies to engage with them across social channels. But for many ecommerce businesses, social media management is often overlooked or relegated behind other tasks. In this article,
Email & Text Marketing
Tips on Choosing an Email Service Provider, in 2017

June 15, 2017 • Carolyn Nye

The landscape of email service providers is continually evolving, with advances in technology and changing needs of brands and merchants. In this article, I’ll address factors to consider, in 2017,
Content Marketing
5 Content Marketing Ideas for July 2017

June 9, 2017 • Armando Roggio

In July 2017, ecommerce content markers should have no shortage of content ideas, including producing articles, podcasts, and videos about national celebrations, cultural icons, and statistical data. For retailers, content marketing ...
Email & Text Marketing
Remember These 3 Email KPIs to Make More Money

June 7, 2017 • Armando Roggio

Good digital marketing campaigns create virtuous sales cycles, repeatedly engaging, converting, and supporting customers and prospects. Increase performance anywhere in the cycle and more sales should follow. Virtuous sales cycles in ...
Email & Text Marketing > Merchant Voice
Lessons on starting an email list

June 4, 2017 • Peter Keller

FringeSport’s email list has been one of our best investments in terms of connecting our brand with our customers, and also in terms of direct sales. In this post, I’ll offer ...
Google Ads
4 New Features for AdWords Ecommerce Advertisers

June 2, 2017 • Robert Brady

Google recently held its Marketing Next event and announced several changes to its suite of advertising-related products. In this article, I’ll address four of the changes that are important to ...
Influencers & Affiliates
Affiliate Marketing Report Card: Jane.com

May 30, 2017 • Greg Hoffman

Merchants can achieve growth through affiliate marketing by learning from the successes and failures of others. In this “Affiliate Marketing Report Card,” a new quarterly series, I will critique an ...
Email & Text Marketing
Merchandising for Email Marketing

May 16, 2017 • Carolyn Nye

Featuring the correct mix of products in your marketing emails can create interest from subscribers, and drive revenue. Depending on the strategy, the products to feature in the emails will differ ...
Marketing & Advertising
Showcasing Social Good through Social Media

May 15, 2017 • Vanessa Penagos-Pino

Many retailers have chosen to highlight as a competitive advantage their dedication to community and humanitarian efforts. Consumers, such as millennials, increasingly value companies that emphasize improving the wider society, as ...
Marketing & Advertising
Older consumers are a good opportunity

May 12, 2017 • Boris Mordkovich

Knowing your customers is a fundamental pillar of any successful business. However, the journey to figuring this out is not always clear-cut. I am co-founder and C.E.O. of EVELO, an electric ...
Marketing & Advertising
How to Get More Twitter Followers in 2017

May 12, 2017 • Armando Roggio

If your business has a significant number of engaged followers, Twitter can be a good way to distribute content; connect with customers and potential customers; and drive visitors to your ...
Google Ads
AdWords Promotion Extension Coming Soon

May 10, 2017 • Robert Brady

Google continuously tinkers with the appearance of ads on its search result pages. In the past couple of years, Google removed the right-side ads and added a new fourth ad ...
Social Media
11 New Video Tools in Social Media

May 10, 2017 • Sig Ueland

In the rush to become destinations for online video content, social media platforms are releasing a flurry of new tools and improvements for publishers and viewers. Many of these updates ...
Content Marketing
5 Content Marketing Ideas for June 2017

May 8, 2017 • Armando Roggio

Ecommerce content marketers might focus on Father’s Day, summertime, recent graduates, celebrity birthdays, and even forgiveness to find inspiration for articles, videos, and podcasts in June 2017. Content marketing is the ...
Marketing & Advertising
Ecommerce Marketing: Paid, Earned, Shared, Owned

May 4, 2017 • Armando Roggio

Marketing can be bewildering. You decide which combination of creative, content, and promotion leads to the best conversion or return on investment. How should advertising or labor be allocated? Should ...
Influencers & Affiliates
Affiliate Marketing Evolves, Again

May 3, 2017 • Greg Hoffman

Every few years headlines scream that affiliate marketing is dead or dying. In fact, affiliate marketing continues to grow, but it’s evolving rapidly. Two things are driving this evolution: the ...

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