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
4 Ways to Prepare for Holiday Email Marketing Now

August 18, 2015 • Carolyn Nye

The upcoming holiday season offers tremendous revenue potential for many ecommerce merchants. Instead of procrastinating through the back-to-school rush, make preparations now to improve your email marketing program so that ...
Social Media
How to Use Twitter for Remarketing

August 13, 2015 • Michael Stancil

Remarketing is an advertising technique that lets you show ads to people who have visited your website. If you have never used remarketing, perhaps it’s time to start. There are numerous ...
Email & Text Marketing
6 After-order Emails to Boost Ecommerce Sales

August 12, 2015 • Armando Roggio

When online retailers use email to market to loyal customers, those stores are applying one of their most effective marketing tools to some of their richest sales prospects. Repeat customers are ...
Social Media
Local Businesses Still Need a Google Plus Page, for Now

August 10, 2015 • Paul Chaney

Google is in the process of slowly dismantling Google Plus, its ill-fated social network. The first signs occurred when Vic Gundotra, then head of the Google Plus project, left the company in 2014, and Google moved many of the project's staffers to other areas.
Social Media
23 Tools for Social Media Monitoring

August 9, 2015 • Sig Ueland

Social media can be a good resource for promoting a business. But if you’re just plugging your brand, you’re missing the point. Listening to others is an effective way to ...
Marketing & Advertising
5 Storytelling Mistakes That Content Marketers Must Avoid

August 6, 2015 • Armando Roggio

Content marketing has the potential to engage shoppers and develop loyal, repeat customers. But when marketers tell misleading stories or waste someone’s time there may be a negative impact on business too. Some marketers believe
Marketing & Advertising
13 Infographics to Improve Your Social Media Marketing

August 4, 2015 • Kathleen Fealy

Two of the main reasons social media marketing appeals to small businesses are the low cost of entry and the ability to interact with customers and prospects directly. Yet time and personnel resources are required to do it properly.
Content Marketing
5 Content Marketing Ideas for August 2015

July 30, 2015 • Armando Roggio

Your August content marketing could be a blend of real-life seriousness, product promotion, food, listicles, and drones. Content marketing is durable stuff. The useful or entertaining articles, images, and videos
Social Media
Little-known Social Media Features that Boost Engagement

July 28, 2015 • Samantha Collier

Once you come to grips with social media, the main functions of each network — posting, sharing, liking, commenting — become second nature. But there’s a hidden world of advanced ...
Social Media
How to Deal with Negative Comments on Facebook

July 28, 2015 • Rodney Hess

Every small business that participates in social media must be prepared to handle customer service issues from time-to-time. Customers may leave negative comments or reviews about your company, products, or services on occasion, which can be a good thing. It gives you the opportunity to show your followers that you take customer service — and their complaints — seriously.
Google Ads
Bing Offers Native Ads in Its PPC Platform

July 27, 2015 • Robert Brady

Bing just announced native ads as a new beta offering in its Bing Ads platform. This brings native ads to the mainstream pay-per-click advertiser. In this post, I’ll address native ads, how they compare to ...
Social Media
How to Use Digital Loyalty Programs to Retain Customers

July 27, 2015 • Paul Chaney

Customer loyalty programs operate based on the well-founded notion that it is less expensive to keep a current customer than to find a new one. Providing rewards in the form of points, cash back, and discounts on merchandise can help achieve that goal.
Social Media
20 Twitter Feeds for Online Merchants

July 27, 2015 • Sig Ueland

With its many experts and evangelists, Twitter is a good place for an online merchant to get help growing a business. The challenge is figuring out whom to follow. Here is a ...
Influencers & Affiliates
Affiliate Marketing: Many Ways to Attribute Sales

July 26, 2015 • Carolyn Kmet

A "conversion funnel" describes a consumer's path to purchase, when awareness develops into interest, interest develops into desire, and then the transaction occurs. When it comes to ecommerce, this path may take
Marketing & Advertising
Launching a New Ecommerce Product? Research Marketing Options (Carefully)

July 24, 2015 • Armando Roggio

New product introductions require a blend of creativity and number crunching. Do it well and your online business will generate sales and profits; do it poorly and you could be wasting money on underperforming ads. Online retailers offering unique
Social Media
Ad Management Tools Can Save Time, Simplify

July 23, 2015 • Michael Stancil

Managing advertising campaigns across different platforms — such as Google, Facebook, Bing, and Twitter — can be daunting. Think about it, each platform has a different interface, different targeting options, and seemingly different goals.
Social Media
Facebook Marketing: 3 New Features for Page Owners

July 22, 2015 • Kristine Wirth

Facebook recently introduced three new features designed to help you market your business through your Facebook page more effectively: Saved Replies, Responsiveness, and Video Metrics.
Social Media
Marketing to the ‘SoLoMo’ Consumer

July 20, 2015 • Paul Chaney

Three characteristics define today's consumers: They rely on the influence of social network friends and followers when making purchase decisions; they shop locally as well as online, and they are increasingly dependent on mobile devices to find business information.
Email & Text Marketing
How to Determine Email Frequency, for Maximum Revenue

July 17, 2015 • Carolyn Nye

I am frequently asked by ecommerce merchants, "How often should I be sending emails?" I nearly always give the same response, "It depends." In fact, most
Content Marketing
Your Content Marketing Is a Joke (Or It Should Be)

July 14, 2015 • Armando Roggio

Content marketing helps many companies attract new customers, build lasting relationships with existing customers, and sell more. If your company is using content, but not
Social Media
15 Facebook Marketing Tips for Realtors

July 9, 2015 • Kristine Wirth

Every day, real estate agents use Facebook to connect with prospective home buyers and to foster business relationships with peers. Maintaining these relationships, however, requires a bit of handiwork, which is where this article comes in.
Social Media
How to Use Foursquare and Swarm to Promote Your Business

July 6, 2015 • Paul Chaney

Foursquare started the social "check-in" craze a few years ago. It has since changed its business model to become a recommendation engine based on user ratings and reviews, similar to Yelp.
Social Media
Which Social Media Sites Fit Your Ecommerce Company?

July 6, 2015 • Michael Stancil

Facebook, Twitter, LinkedIn, Pinterest, Yelp, and dozens more: There are so many social media platforms. Which ones should your company be on? If you sell drain cleaner, should your company be on Pinterest?
Marketing & Advertising
13 Mobile Ad Networks, to Reach Potential Buyers

July 5, 2015 • Sig Ueland

Mobile advertising networks help brands reach consumers. If you’re trying to engage and monetize customers on mobile, you may need a mobile ad network. Here is a list of mobile ad ...
Social Media
Facebook Advertising: A Case Study

July 3, 2015 • Rodney Hess

Facebook advertising is nearly essential to the success of any small business's social media marketing efforts. This case study, from a long-standing client, helps prove the point.
Social Media
8 Content Formats to Jazz-up Social Media Posts

July 1, 2015 • Samantha Collier

It can be easy to fall back on tried and trusted formats when developing content for social media channels. Sometimes there isn’t time to think more widely about the types ...
Social Media
Social Media: What, When, and Where to Post

July 1, 2015 • Kristine Wirth

As a small business owner, I know how difficult it is to plan exactly where and when to post my social media content. Not only do I want people to see my posts, but also share, like, and comment on them — and click on the links contained in them. Without interaction, social media marketing will do me — or anyone else — little good.
Google Ads
3 Strategies for PPC Ad Copy, for Ecommerce

June 29, 2015 • Robert Brady

There are many moving parts in pay-per-click advertising — from keyword selection to bid management to ongoing optimization. But ad copy is where you make that invaluable first impression on ...
Content Marketing
5 Content Marketing Ideas for July 2015

June 26, 2015 • Armando Roggio

Patriotism, projects, smooches, and even summertime activities can drive your company’s contact marketing campaigns this July, boosting site traffic and, ultimately, sales. When businesses create, publish, and distribute content with the ...
Influencers & Affiliates
Affiliate Marketing: How to Set a Commission Structure

June 24, 2015 • Carolyn Kmet

The more complex a commission structure is, the less likely an affiliate is going to prioritize your products. For example, say that you pay different commission rates for different product ...

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