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
Using Facebook’s Dynamic Product Ads to Move Holiday Inventory

December 7, 2016 • Michael Stancil

The holiday season is here. For many retailers, it’s the home stretch for selling inventory. Retailers that sell more than one product are often put in a tight spot: How ...
Google Ads
3 AdWords Reports to Run before the New Year

December 6, 2016 • Robert Brady

Pay-per-click advertising provides advertisers with much data about what potential customers are searching for, what messaging resonates with them, and how campaigns are performing. There is so much data, in ...
Email & Text Marketing
5 Email Marketing Errors to Avoid This Holiday Season

November 21, 2016 • Carolyn Nye

Email marketing is crucial for most ecommerce retailers during the all-important holiday shopping season. But misuse of email can irritate subscribers. It can spur unsubscribes and greatly reduce the overall ...
Marketing & Advertising
5 Co-op Advertising Tips for Retail Businesses

November 17, 2016 • Armando Roggio

Often product suppliers will help small and mid-sized retail businesses pay for the cost of advertising and promotion. The thinking goes that when a retailer, like an online store, promotes ...
Marketing & Advertising
3 Ways to Acquire Customers on Social Media

November 15, 2016 • Vanessa Penagos-Pino

Acquiring customers from social media channels has become easier in the last few years. Initially, a business’s presence on social media was beneficial mainly for branding and customer service. However,
Social Media
Social Media Holiday Ads: 7 Steps to (Quickly) Prepare

November 13, 2016 • Michael Stancil

Millions of holiday shoppers will soon start looking for deals. Will your social media ads be there to meet them? If not, your sales will likely see a small bump ...
Content Marketing
5 Content Marketing Ideas for December 2016

November 9, 2016 • Armando Roggio

Holiday how-to articles or videos, a look back and ahead, and any of several quirky holidays offer plenty of opportunities to create engaging content in December 2016. When you entertain ...
Google Ads
How to Identify a Competitor’s IP Address

November 7, 2016 • Robert Brady

In “How to Spy on Your PPC Competitors,” my post in August, I addressed going to “stealth mode” by excluding your competitors’ IP addresses in Google AdWords and other pay-per-click ...
Email & Text Marketing
Google ‘Email Markup’ Helps Transactional Emails Stand Out

October 28, 2016 • Armando Roggio

An informed customer is often a happy customer. Online shoppers expect to hear from merchants when an order is received and shipped. And most merchants dutifully send adequate order confirmation ...
Marketing & Advertising
5 Ways to Promote a New Online Store

October 26, 2016 • Armando Roggio

A new online store is often empty. Shoppers don’t yet know your shop. They haven’t had time to learn about your products or your customer service. So if you want ...
Influencers & Affiliates
A Strategy to Retain Affiliates, for Affiliate Marketing

October 26, 2016 • Carolyn Kmet

There are thousands of retailers that offer affiliate marketing programs. Potential affiliates have many options to choose from. A goal of an affiliate manager should therefore be to build loyalty among existing ...
Marketing & Advertising
Google AdWords Ad Rank Impacts PPC Success

October 20, 2016 • Armando Roggio

Bidding the most money per click for a keyword on Google AdWords won’t guarantee your ad will appear at the top of the search results page. Rather, AdWords assigns each ...
Email & Text Marketing
4 Ways to Beef Up an Email Subscriber List

October 18, 2016 • Carolyn Nye

One of the largest assets of an ecommerce company is its email subscriber file. In that database is likely a mix of past and current customers, brand advocates, and prospects. An ...
Email & Text Marketing
Understanding Email Anti-spam Laws in U.S., Canada, E.U.

October 18, 2016 • John Di Giacomo

Most ecommerce merchants understand the value of keeping a list of customers’ email addresses. By keeping such a list, merchants can send targeted, relevant offers to their clients, which can increase revenue and,
Marketing & Advertising
You Started an Ecommerce Business — Now What?

October 17, 2016 • Armando Roggio

You’ve just launched a new ecommerce business. You can hardly stop clicking the links and marveling at your products. But the orders haven’t started to roll in. So now what do ...
Marketing & Advertising
4 Predictions for 2016 Holiday Shopping Season

October 14, 2016 • Armando Roggio

Video content and free shipping will help to fuel growth in ecommerce sales overall and mobile commerce in particular during the 2016 holiday season, which starts now and runs through ...
Social Media
How to Hire a Freelancer (for Social Media Marketing)

October 13, 2016 • Michael Stancil

Advertising on Facebook and other social media sites requires time and expertise. But ecommerce merchants often lack one or the other; they sometimes struggle with optimizing paid social media campaigns. The answer for ...
Content Marketing
5 Content Marketing Ideas for November 2016

October 11, 2016 • Armando Roggio

Looking for content marketing ideas for November 2016? Try Thanksgiving Day, holiday shopping survival, famous folks with birthdays, how-to articles, and helping out a community. Content marketing is the act of ...
Marketing & Advertising
How to Write Your Company’s Blurb

October 10, 2016 • Armando Roggio

Sometimes you need a short promotional description of your business for social media profiles, directories, or even the bottom of your press releases and product announcements. What you say about ...
Content Marketing
10 SEO Rules for Ecommerce Content Marketing

October 7, 2016 • Jill Kocher Brown

Content marketing and search engine optimization are interdependent. When planned and executed properly, content can greatly improve your natural search performance. Follow these 10 rules to successfully blend SEO needs ...
Marketing & Advertising
3 LinkedIn Tools, for Ecommerce

October 5, 2016 • Melih Oztalay

There is more to LinkedIn than resumes and help wanted ads. LinkedIn operates the world’s largest professional business network with more than 450 million members in over 200 countries. Professional people are ...
Google Ads
Writing Irresistible PPC Ads

October 4, 2016 • Robert Brady

The battle for attention and clicks on the search engine results pages is heating up. For desktop users on Google, the battle is more acute with the removal of right-side ads,
Marketing & Advertising
10 Inspiring Marketing Campaigns from Holidays Past

October 3, 2016 • Sig Ueland

This year’s holiday shopping season is upon us. Find some marketing inspiration in campaigns from holidays past. Here is a list of successful marketing campaigns from previous holiday seasons. There ...
Email & Text Marketing
6 Ecommerce Email Marketing Campaigns for Q4 2016

September 28, 2016 • Armando Roggio

Powerful retail holidays — Halloween, Thanksgiving, and Christmas — dominate the fourth quarter and should be the focus of ecommerce email marketing. Email volume increases significantly in the last quarter of ...
Influencers & Affiliates
9 Affiliate Marketing Pros Offer Holiday Sales Pointers

September 28, 2016 • Carolyn Kmet

The fourth quarter is busy for affiliate marketers. Consumers start perusing content and deal sites in October, gathering ideas for holiday shopping. Merchants with affiliate marketing programs will likely see ...
Marketing & Advertising
5 Interesting Uses of Customer Data for Ecommerce Marketing

September 26, 2016 • Armando Roggio

Each time a retailer interacts with a customer there is an opportunity to learn a little more about that customer and how to better serve him. There is an opportunity ...
Content Marketing
13 Innovative Content Marketing Hubs from Brands

September 26, 2016 • Sig Ueland

A content marketing hub is a website or blog where a brand publishes shareable content — articles, images, videos. It is a destination where the brand’s followers find a steady ...
Marketing & Advertising
2016 Holiday Marketing Checklist for Online Retailers

September 21, 2016 • Armando Roggio

The 2016 Christmas shopping season will begin in earnest in just the next month. Now is the time to make certain that you have your ecommerce marketing plan ready. While there ...
Email & Text Marketing
5 Email Pre-header Tips that Boost Open Rates

September 20, 2016 • Carolyn Nye

The sender name and subject line are primary drivers of email open rates. Almost as important — if not more important — is the pre-header, the text that appears just ...
Content Marketing
YouTube’s 3H Strategy Can Fuel Your Content Marketing

September 18, 2016 • Armando Roggio

In a 100-page whitepaper, YouTube has suggested dividing content marketing into three complementary types to help your business attract, engage, and retain an audience of potential customers. Google released “The YouTube ...

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