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
How to Test and Change Facebook Ads, to Drive Performance

April 12, 2016 • Michael Stancil

When was the last time you updated your advertising copy, such as on AdWords or Facebook ads? If you’re not updating your ads, your frequency — the number of times ...
Google Ads
Leveraging Bid Modifiers for PPC Success

April 8, 2016 • Robert Brady

Setting up a pay-per-click ad account on a search engine requires a lot of work. Consider this simplified checklist, which would be typical of a new campaign launch. Campaign name. Needs ...
Social Media
14 Social Networks for Ecommerce Merchants in 2016

April 4, 2016 • Sig Ueland

A social network can offer an ecommerce merchant the opportunity to promote a business and even sell some products. Explore new and emerging social networks, along with new features on ...
Marketing & Advertising
4 Reasons Ecommerce Marketing Campaigns Fail

April 3, 2016 • Armando Roggio

Not every social media post, or email message, or advertisement will perform. In fact, marketing campaigns and tactics often fail. So the goal is not necessarily to avoid failure. The ...
Google Ads
SEO: How to Combat Google’s Ad Increase

April 1, 2016 • Jill Kocher Brown

In the wake of Google’s move to increase ads at the top of the search results pages while removing side-rail ads, many are focusing on the impact on paid advertising ...
Influencers & Affiliates
Affiliate Marketing: Learning from F.T.C.’s Paid Placement Disclosures

March 29, 2016 • Carolyn Kmet

Earlier this March, department store retailer Lord & Taylor agreed to settle U.S. Federal Trade Commission civil charges that it deceived consumers by paying for blog and social media placements.
Content Marketing
5 Content Marketing Ideas for April 2016

March 28, 2016 • Armando Roggio

Trials for the upcoming Summer Olympic Games, April Fools’ Day, any number of festivals, math, and even simple spring how-to articles will give content marketers plenty of material to draw ...
Content Marketing
Content Marketing: The Hard Working Listicle

March 17, 2016 • Armando Roggio

An article in list form or a simple list extensively annotated, the listicle is at once popular, traffic-driving, and an easy-to-comprehend form of journalism and content marketing. It is the ...
Email & Text Marketing
Pros, Cons of Email Preference Centers

March 15, 2016 • Carolyn Nye

Years ago, email preference centers popped up on all kinds of websites. Preference centers were an effort to curb email unsubscribes and to protect a core digital asset: the email ...
Email & Text Marketing
6 Ecommerce Email Marketing Campaigns for Q2 2016

March 14, 2016 • Armando Roggio

The months of April, May, and June are full of email marketing possibilities centered on traditional retail events like April Fools’ Day, Mother’s Day, and the beginning of summer. In the ...
Marketing & Advertising
How to Run a Proper Online Contest

March 10, 2016 • Armando Roggio

A well run online contest can bolster your social media following, energize loyal customers, collect information about the folks who enter, and help build lists for further marketing. Contest marketing uses ...
Content Marketing
Developing a Content-marketing Editorial Calendar for Ecommerce

March 7, 2016 • Armando Roggio

A content-marketing editorial calendar is simply a list of what content your ecommerce business will publish. It includes where that content will be published and promoted and when it will ...
Social Media
Facebook ‘Lead Ads’ Good for Competitive Markets

March 3, 2016 • Michael Stancil

Are you advertising in an expensive market? Is the cost per click for a top term too expensive? If you rely on leads for your business, there is a solution:
Google Ads
Using Pinterest Ads to Drive Ecommerce Sales, Reach Mobile Consumers

March 2, 2016 • Robert Brady

The amount of time people spend on their smartphones is amazing. Americans reportedly spend 4.7 hours each day on their smartphones and they check social media accounts 17 times daily. That’s a ...
Influencers & Affiliates
Study: 3 Factors in Affiliate Marketing Will Drive Growth

March 1, 2016 • Carolyn Kmet

In August 2015, Rakuten Affiliate Network commissioned Forrester, the research company, to conduct a study on the factors driving growth in the affiliate industry. Forrester surveyed decisionmakers at 151 large U.S.
Social Media
12 Brands that Use Instagram to Show Products, Share Culture

February 29, 2016 • Sig Ueland

Instagram is the social platform for visual content. For brands, Instagram can be a place to show off products, celebrate your culture, feature your community, and even make some sales. Here ...
Social Media
Discover Twitter Analytics

February 25, 2016 • Kristine Wirth

Twitter Analytics is a free tool that enables you to understand how your content on Twitter is resonating with your audience. Using Twitter Analytics, you will see comprehensive insights about your followers that may help boost engagement.
Social Media
Instagram Ads: Low CPAs for Right Audience

February 24, 2016 • Michael Stancil

If you asked an ecommerce marketer what her lowest cost-per-acquisition channel is, she would likely not say Instagram. Instagram would probably not be in her top five. But Instagram ads can actually produce a low ...
Email & Text Marketing
Best Way to Grow Your Email List: Ask Politely

February 24, 2016 • Charles Gaiennie

Remember when your mom told you how important it was for you to always say please and thank you? Who knew that she was really giving you marketing advice on one of the principal tenants of building your email contact list: asking and then being grateful.
Content Marketing
5 Content Marketing Ideas for March 2016

February 23, 2016 • Armando Roggio

In March content marketers should have plenty of options, thanks to holidays like St. Patrick’s Day, Ask a Question Day, Pi Day, and the onset of spring and everything it ...
Social Media
20 SEO Feeds to Follow on Twitter

February 22, 2016 • Sig Ueland

Search engines help consumers find online merchants. One of the best places to learn and improve search engine optimization skills is Twitter. Here is a list of SEO feeds to follow ...
Email & Text Marketing
3 Email Marketing Metrics for Mobile, Multi-device Consumers

February 17, 2016 • Carolyn Nye

Email metrics provide critical, quick feedback for a campaign. This is key because most opens and clicks occur within 72 hours after a send. But measuring opens and clicks is often ...
Social Media
Understanding Facebook Page Insights: Part 2

February 17, 2016 • Rodney Hess

In "Part 1" of my guide to Facebook Page Insights, I detailed the data available in the overview, likes, and reach sections. This article — "Part 2" — covers page views, posts, videos, and people.
Marketing & Advertising
2016 Ecommerce Marketing Checklist

February 16, 2016 • Armando Roggio

Ecommerce marketing can be a long journey, with many twists, turns, and even sudden stops. Last year’s best campaigns might not work this year. Business owners and marketers should therefore ...
Email & Text Marketing
5 Email Marketing Best Practices, for 2016

February 16, 2016 • Phil Frost

Despite years of hype claiming that email is dead, it remains a highly valuable resource for small business owners. In fact, according to a 2015 survey by Salesforce.com, 73 percent of marketers claim that email marketing is core to their business.
Email & Text Marketing
3 Email-marketing Fundamentals, for Success

February 15, 2016 • Armando Roggio

Purposeful, content-rich email marketing can produce a return on investment many times greater than traditional advertising, online banners, and even pay-per-click ads. Marketers and business owners who master email marketing ...
Social Media
Conversion Rate Optimization: Scent Trail or Primrose Path?

February 15, 2016 • Paul Chaney

Conversion rate optimization is the practice of managing pay-per-click ads, landing pages, and websites to increase sales, leads, or other desired actions from visitors.
Email & Text Marketing
Email: Main Street Marketing Tool of Choice

February 10, 2016 • Charles Gaiennie

Email marketing is a mainstay for Main Street businesses. It is the perfect tool for such a scrappy group as you who must be resourceful while creatively growing your company.
Content Marketing
7 Tips for Being a Better Writer, for Content Marketing

February 9, 2016 • Armando Roggio

This year, content will continue to be one of the most important forms of marketing in nearly every industry — from semiconductors and software right to ecommerce and retailing. Gurus,
Social Media
15 Top Retailers and Products on Pinterest

February 8, 2016 • Sig Ueland

Pinterest wants to be an ecommerce platform. The inspiration-focused social network is steadily releasing its Buyable Pins, which let people purchase using a credit card or Apple Pay without having ...

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