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
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,
Email & Text Marketing
4 Ways Email Can Drive Other Marketing Channels

July 20, 2016 • Carolyn Nye

For ecommerce merchants, email has been a cost-effective marketing vehicle for years. Merchants typically consider email as a standalone marketing tool. But email can improve other marketing channels, as well. In ...
Marketing & Advertising
14 Image Tools for Instagram

July 19, 2016 • Sig Ueland

For merchants, Instagram can be a good platform to captivate followers by using compelling product photos and inspirational images. Here is a list of tools to create and edit exceptional images ...
Email & Text Marketing
Order Confirmation Emails Can Build Loyalty, Sell More

July 18, 2016 • Armando Roggio

Shoppers love order confirmation emails. They open them repeatedly, click on links, and give them priority in the inbox. In fact, confirmation emails may help online retailers to earn trust ...
Content Marketing
5 Content Marketing Ideas for August 2016

July 13, 2016 • Armando Roggio

The 2016 Summer Olympic Games, the back-to-school season, a couple of insects, and history can fuel your August 2016 content marketing creativity. Content marketing is a powerful strategy wherein businesses create, publish,
Social Media
30 Facebook Tools for Businesses

July 11, 2016 • Sig Ueland

Facebook offers a wide assortment of tools for businesses to promote their brands, reach new customers, and build lasting relationships. Most of the tools are free. Here is a list of ...
Google Ads
Google Shopping Ads Getting Even Better; 2 Examples

July 6, 2016 • Robert Brady

Back in December 2002, Google launched a small feature called Froogle. It wasn’t a revolutionary idea by any means. There were already numerous sites at the time that allowed consumers ...
Influencers & Affiliates
5 Strategies to Activate (High-producing) Affiliates

June 27, 2016 • Carolyn Kmet

When evaluating the performance of an affiliate marketing program, avoid measuring success by how many affiliates are enrolled. Instead, measure how many of them are actually driving traffic. I have seen ...
Email & Text Marketing
6 Ecommerce Email Marketing Campaigns for Q3 2016

June 26, 2016 • Armando Roggio

Email marketing campaigns around holidays and seasons can help to drive ecommerce sales in the third quarter of 2016. Email marketing remains one of the most potent tools available to online ...
Social Media
24 Winners from the 2016 Facebook Awards

June 20, 2016 • Sig Ueland

Facebook has announced the winners of this year’s Facebook Awards, celebrating the best marketing campaigns on the Facebook platforms. For any business interested in marketing on the social network, the ...
Email & Text Marketing
Using Email to Acquire New Customers

June 19, 2016 • Carolyn Nye

Finding new prospects for an ecommerce business and getting them to convert into actual customers can be difficult. A steady stream of new customers is critical, typically, to grow a ...
Social Media
LinkedIn Advertising: Time for a Second Look?

June 15, 2016 • Michael Stancil

It’s a big week for LinkedIn. Microsoft announced it will acquire the company for $26.2 billion, which could provide LinkedIn with a much-needed boost. Is it time to put past ...
Content Marketing
5 Content Marketing Ideas for July 2016

June 13, 2016 • Armando Roggio

National holidays, movies, useful product information, and the upcoming Olympic Games can fuel your business’s content marketing campaigns in July 2016. Content marketing is the act of creating, publishing, and distributing ...
Marketing & Advertising
Use Direct Mail to Attract New Ecommerce Customers

June 8, 2016 • Armando Roggio

Online retailers Hayneedle, Wayfair, HelloFresh, and many more are using direct mail marketing to acquire new customers for their ecommerce operations. Direct mail may be a traditional, old-school way to ...
Content Marketing
Content Marketing: How to Write a How-to Article

June 3, 2016 • Armando Roggio

Content marketing is best when it is useful. Help someone solve a problem or complete an interesting project and you may have earned a customer. With this in mind, it ...
Google Ads
Google, for Mobile-first, Changes AdWords

June 2, 2016 • Robert Brady

At its recent 2016 Performance Summit, Google’s senior vice president of ads and commerce, Sridhar Ramaswamy, stated, in the keynote address, “the shift to mobile is not something that is ...
Social Media
Facebook Extends Lookalike Audiences with ‘Custom Combinations’

June 1, 2016 • Michael Stancil

Facebook lookalike audiences can help advertisers target relevant prospects. Until recently, there were really just two useful options, for most advertisers, to do this. First, advertisers could upload to Facebook ...
Influencers & Affiliates
Pinterest, in a Change, to Allow Affiliate Links

May 25, 2016 • Carolyn Kmet

Earlier this month, Pinterest announced a policy change so that users can insert affiliate links with their pins. This is a reversal from its decision in February 2015 to “automatically remove all ...
Content Marketing
5 Content Marketing Ideas for June 2016

May 24, 2016 • Armando Roggio

Content marketers can often run short of ideas and inspiration. What should you write about? What should you post about? What can you make a video about? In June 2016,
Marketing & Advertising
Product Hunt May Represent a New Way to Sell Online

May 23, 2016 • Armando Roggio

A new product discovery site, Product Hunt, has begun selling directly to shoppers with help from merchant partners who list products. The business model is a blend of publishing and ...

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