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

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 ...
Content Marketing
The Secrets of Content Marketing

April 25, 2017 • Armando Roggio

Content marketers have a challenge. They’re tasked with creating content to attract, engage, and retain customers, but those marketers can never really be certain what specific content will resonate with ...
Marketing & Advertising
A Primer on Multichannel Marketing

April 20, 2017 • Gagan Mehra

Multichannel marketing is the practice of engaging with consumers across different channels, such as websites, mobile apps, brick-and-mortar stores, mail order catalogs, and even promotional events. Why Multichannel Marketing? Retailers typically have ...
Email & Text Marketing
Email Marketing Q&A: Top 4 Questions

April 19, 2017 • Carolyn Nye

Although the technology has evolved over the past 10 years, the fundamentals that make email marketing effective have not really changed. As an author and email-marketing practitioner, I’m often asked ...
Marketing & Advertising
An entrepreneur’s journey

April 17, 2017 • Boris Mordkovich

You could say that entrepreneurship is in my blood. Even as a kid I was constantly starting small businesses, trying to make a few quarters or a buck wherever I ...
Content Marketing
9 Critical Content Marketing Tasks, for Ecommerce

April 13, 2017 • Armando Roggio

Ecommerce businesses focused on content marketing have important tasks, from developing a content strategy to actually publishing content. Understanding those tasks will help you build your ecommerce content marketing team. Useful, informative,
Content Marketing
5 Content Marketing Ideas for May 2017

April 11, 2017 • Armando Roggio

Need ideas to inspire your content marketing? In May 2017, you might try covering pets, writing about The Twilight Zone, speaking at a conference, interacting with shoppers, or making a ...
Marketing & Advertising
How to Generate Leads from Social Media

April 5, 2017 • Vanessa Penagos-Pino

Obtaining qualified leads is a challenge for many businesses. Social media can help, as consumers can discover brands that interest them. In this post, I’ll review examples of how ecommerce ...
Google Ads
AdWords: Exact Match Not So Exact Anymore

April 3, 2017 • Robert Brady

You may have missed the blog post from AdWords on March 17 about the expansion of close variants. The second paragraph of that post reads, in part: … over the coming months ...
Influencers & Affiliates
7 Pointers to Attract New Affiliates

March 30, 2017 • Greg Hoffman

Major affiliate networks such as ShareASale and CJ by Conversant have thousands of active affiliate programs. I tell merchants that every one of these programs is a competitor because affiliates ...
Content Marketing
Using Product Content to Boost Conversions

March 28, 2017 • Armando Roggio

The words and pictures online retailers use to convey a product’s value have an impact on that retailer’s conversions. Merchants responding to an October 2016 Forrester survey reported an average desktop ...
Social Media
15 Social Media Updates for Merchants

March 27, 2017 • Sig Ueland

By following updates on social media platforms, brands can discover new features to run all aspects of a business. Here is a list of recent updates from social media platforms.
Marketing & Advertising
3 Ways to Use the AdWords Keyword Planner

March 22, 2017 • Armando Roggio

Successful pay-per-click AdWords campaigns begin with understanding the words and phrases your potential customers will use when searching for your products on Google. With each new campaign, invest some time into ...
Email & Text Marketing
Study: Email Marketers to Focus on 4 Key Areas in 2017

March 20, 2017 • Carolyn Nye

Years ago, the rise of social media and smartphone usage prompted many marketing professionals to believe email was dying, as consumers’ use of email was uncertain. But fast forward to 2017 and ...
Content Marketing
For Content Marketing Ideas, Try BuzzSumo

March 16, 2017 • Armando Roggio

BuzzSumo, a content and social media research tool, identifies popular content shared on social media sites like Facebook, Twitter, and Pinterest. Examining which articles are shared the most often may ...
Google Ads
‘Engagement on Facebook’ a New Custom Audience to Target

March 15, 2017 • Robert Brady

Facebook continues to develop and grow its online advertising platform. It has recently released a new way to define audiences that is based on interaction inside of Facebook. In this ...
Social Media
Pinterest: 7 Tips to Promote Your Ecommerce Business

March 13, 2017 • Armando Roggio

Pinterest is a powerful social media channel for online retailers. It’s worth the time to build a good Pinterest profile, create active boards, and engage with some of the platform’s ...
Content Marketing
5 Content Marketing Ideas for April 2017

March 7, 2017 • Armando Roggio

In April 2017, content marketers can find topics in the month’s well-known holidays, spring activities, and even poetry. Content marketing is the act of creating, publishing, and distributing content with the ...

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