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 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 ...
Marketing & Advertising
4 Ways to Grow Ecommerce Traffic in 2015

June 24, 2015 • Armando Roggio

Unique site visits — the number of individuals that frequent a website — are a proxy of sorts for an online business’s new customer acquisition. If month-to-month a site has more unique visitors, it stands to reason
Social Media
9 Essential Tools for Instagram Marketing

June 23, 2015 • Rodney Hess

Instagram has quickly become one of the best social media marketing platforms for small businesses, to increase awareness and build engagement. A recent Forrester study found that brands on Instagram see an average engagement rate of 4.21 percent.
Social Media
7 Home Service Marketplaces to List Your Business

June 22, 2015 • Paul Chaney

Consumers can now purchase services from local vendors on-demand and pay for them online, via home service marketplaces. Amazon recently entered this space with its “Home Services” store, but many comparable sites exist that cater to the service sector in one form or another.
Email & Text Marketing
4 Summertime Email-marketing Tactics, to Spur Sales

June 18, 2015 • Carolyn Nye

For many ecommerce businesses, summer can be a challenging time for sales. Consumers are preoccupied with vacation plans and traveling, which can decrease online purchasing. In this post, I’ll explore four ...
Social Media
Using Short Links to Verify Clicks in Marketing Campaigns

June 17, 2015 • Michael Stancil

Short links are popular. You’ve likely seen them, such as in the form of a bit.ly, though there are plenty of other services. The benefits to using short links are ...
Social Media
Creative Uses of Facebook Carousel Ads, by Industry

June 10, 2015 • Rodney Hess

Carousel link ads, introduced by Facebook last year, allow a business to display multiple images and links within a single ad. According to Facebook, “When comparing carousel link ads to standard link ads, advertisers saw a 30 to 50 percent decrease in cost per acquisition and a 20 to 30 percent decrease in cost per click.”
Email & Text Marketing
Email Marketing Evolving to Personalization, Behavior

June 10, 2015 • Armando Roggio

Email marketing is one of the most powerful tools available to modern marketers. It is vital for most businesses. But what makes email marketing effective is changing in response to ...
Content Marketing
18 Tools for Writing Compelling Content, to Attract Customers

June 7, 2015 • Sig Ueland

Writing compelling content — whether it’s for your website or social media campaign — is an excellent way to attract and engage customers. Unfortunately, there’s no automated tool to write ...
Social Media
How to Measure Conversion Values from Twitter, Facebook

June 3, 2015 • Michael Stancil

While setting up conversion tracking is a must, setting up values for those conversions is equally important. Even if you don’t have an ecommerce site or sell products at a ...
Social Media
5 Tools to Plan and Post Social Media Content

June 1, 2015 • Samantha Collier

Planning social media content across multiple platforms can be complicated. Social media schedules typically include multiple events and wider marketing initiatives; a seemingly simple social media plan can quickly turn complex. In this post,
Google Ads
Using Ad Extensions in AdWords, Bing Ads to Boost Performance

May 29, 2015 • Robert Brady

Every company presumably wants its listing at the top of the results page for a Google or Bing search. It is a powerful position if you’re selling a product or ...

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