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
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 ...
Social Media
How to Set Up a Twitter Card for Your Ecommerce Site

September 14, 2016 • Armando Roggio

With a bit of data, online retailers can improve the way products are shared on Twitter, defining a specific image and description to be displayed and improving tracking with Twitter ...
Content Marketing
5 Content Marketing Ideas for October 2016

September 13, 2016 • Armando Roggio

In October 2016, content marketers have plenty of opportunities to engage customers and potential customers by publishing articles or releasing videos about Halloween, the upcoming Christmas season, Breast Cancer Awareness ...
Social Media
12 New Social Media Tools for Merchants

September 12, 2016 • Sig Ueland

Established social media platforms continually launch new tools to help businesses connect with prospects and customers. Here is a list of new and updated social media tools for merchants. There are ...
Marketing & Advertising
How to Find Your Ecommerce Subscription Niche

September 7, 2016 • Armando Roggio

Subscription ecommerce is booming. There are thousands of “box” merchants selling everything from beard oil to brioche — weekly, monthly, and quarterly. Finding a distinct segment in the ecommerce subscription ...
Marketing & Advertising
Individualized Coupon Codes Prevent Abuse, Enable Tracking

September 1, 2016 • Armando Roggio

Individual coupon codes assigned to specific shoppers help retail marketers avoid coupon abuse and make it possible to fine tune promotions. Promotional or coupon codes are simple. A shopper visits a ...
Social Media
5 Twitter Lessons from Well-known Retailers

August 30, 2016 • Armando Roggio

Many well-known retail brands use Twitter to connect with shoppers, offer deals, and market the items they sell. Those brands can inspire small retail businesses to market with Twitter, too. For some ...
Influencers & Affiliates
4 Misconceptions with Affiliate Marketing

August 29, 2016 • Carolyn Kmet

Affiliate marketing is a performance-based marketing channel. The direct selling cost occurs only when a transaction, lead, or other pre-defined activity happens. Affiliate marketing therefore has one of the lowest ...
Google Ads
How to Spy on Your PPC Competitors

August 25, 2016 • Robert Brady

The ecommerce industry is highly competitive. Nowhere is that more apparent than in the area of pay-per-click advertising. With heavyweights like Amazon and Ebay spending millions of dollars on PPC,
Email & Text Marketing
What to Include in Automated Emails, for Ecommerce

August 23, 2016 • Pamela Hazelton

Business owners typically despise chain emails. We delete most “template” emails — such as pitching services — within seconds. When it comes to ecommerce, though, stock messages can help increase sales. Yes,
Content Marketing > Merchant Voice
The ultimate content marketing strategy

August 22, 2016 • Eric Bandholz

The idea of using content to help drive ecommerce sales can sometimes feel daunting. Today’s digital landscape is a 24-hour news cycle, with social media platforms that never sleep. Content ...
Social Media
10 Brands on Snapchat, for Innovative Marketing

August 19, 2016 • Sig Ueland

Once an app novelty for kids, Snapchat has become an established social media platform — recently valued at over $16 billion — for brands to engage 100 million followers in ...
Email & Text Marketing
4 Email Marketing Tips for the Holidays

August 18, 2016 • Carolyn Nye

The holidays start early for ecommerce retailers. Planning for a successful holiday season typically starts in the summer. In this article, I’ll explore four tips for ecommerce merchants to help ...
Email & Text Marketing
How to Think Like an Email Spammer

August 15, 2016 • Armando Roggio

Sending folks useless or unwanted emails may seem intuitive. But if you really want to infuriate and violate, you’ll need a plan. And remember, only a tiny percentage of the ...
Social Media
Integrate Social Channels to Increase Conversions

August 10, 2016 • Pamela Hazelton

Facebook is steadily becoming a go-to platform for finding products online. That’s because the social network reaches more than 80 percent of Internet users, even if they primarily use Facebook ...
Content Marketing
5 Content Marketing Ideas for September 2016

August 8, 2016 • Armando Roggio

Ecommerce marketers can use content to connect with customers and prospects in September 2016, offering up compelling videos, shopping guides, seasonal how-to articles, or celebrating holidays like Talk Like a ...
Business
Olympic Committees Seek to Restrict Content Marketing, Social Media

August 5, 2016 • Armando Roggio

The International Olympic Committee (IOC) and the United States Olympic Committee (USOC) are warning athletes and businesses not to use Olympic trademarks in content and social media marketing. The Olympics are ...
Content Marketing
3 Easy (and Slightly Radical) Ways a Headline Can Spark Content Marketing

August 4, 2016 • Armando Roggio

Turn content marketing creation on its proverbial head and generate great content marketing ideas from killer headlines with these easy tricks. If you asked two professional writers whether you should write ...
Google Ads
Are AdWords Default Settings Hurting Your Campaigns?

August 1, 2016 • Robert Brady

I recently read Nudge: Improving Decisions About Health, Wealth, and Happiness, a book by behavioral economist Richard Thaler and legal scholar Cass Sunstein. It’s an intriguing read for anyone desiring ...
Marketing & Advertising
A Brief Guide to Contrarian Ecommerce Marketing

July 31, 2016 • Armando Roggio

Search engine optimization, paid search advertising, and digital banner advertising are among the most popular forms of ecommerce marketing, but they may not be the most effective for every business.
Content Marketing
SEO: Creating Great Content for Ecommerce

July 29, 2016 • Jill Kocher Brown

Creating great content is hard. Creating it so that it also benefits search engine optimization isn’t that much more difficult. My last two articles, “To Improve SEO, Understand How It ...
Google Ads > Merchant Voice
Our experiment in eliminating AdWords

July 29, 2016 • Peter Keller

Back in the day, I managed a $500,000 annual pay-per-click advertising budget for CompactAppliance.com, a retailer of small-space appliances. That business was built on the pillars of PPC ads and ...
Content Marketing
5 Rules for Publishing Accessible Content

July 27, 2016 • Joseph C. Dolson

Creating a website that’s fully accessible to disabled users is typically a collaborative effort. You can hire the best teams of designers and developers, but if you don’t provide content ...
Influencers & Affiliates
Affiliate Marketing: Advanced Commission Structures

July 26, 2016 • Carolyn Kmet

One of the first questions retailers ask when launching an affiliate marketing channel is “what should my commission structure be?” My advice is to research what competitors and retailers in ...
Content Marketing
For Content Marketing, Use History

July 25, 2016 • Armando Roggio

Stories are engaging. People love listening to a well-told tale. Just ask anyone who has ever binged watched a series on Netflix, Hulu, or the History channel. For content marketers,

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