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
Twitter: 4 Ways to Promote Your Business for Free

April 16, 2015 • Kristine Wirth

According to Twitter, 35 percent of users follow businesses to get discounts and promotions. Not every small business has the funds to engage in a full-scale paid promotional campaign, however. The good news is that Twitter offers a variety of ways that smaller companies can market themselves for free.
Email & Text Marketing
Email Marketing to Smartphone Users Challenging, Doable

April 15, 2015 • Carolyn Nye

The dramatic shift to mobile devices affects how consumers interact with brands and websites. The shift presents challenges for email marketing by ecommerce companies. In this article, I’ll review three new mobile email metrics faced by ...
Marketing & Advertising
2015 Black Friday, Cyber Monday Ecommerce Planning Guide

April 15, 2015 • Armando Roggio

November 27 and 30, 2015 may be two of the most important days of the year for ecommerce, and now is not too soon to start planning. In fact, your ...
Marketing & Advertising
4 Customer Service Lessons from a Big Sale

April 10, 2015 • Armando Roggio

Spending hours at a brick-and-click retailer’s “big sale” offered some important reminders about retail customer experiences. These reminders — like showrooming, price, easily offended folks and customer relationships — make ...
Marketing & Advertising
7 Tips for Content Marketing Success, for Ecommerce

April 8, 2015 • Armando Roggio

Content marketing may help businesses both increase site traffic and boost actual sales, but it can also be expensive, hard to execute, slow, and somewhat difficult to measure. Fortunately there ...
Social Media
13 Instagram Tools for Businesses

April 5, 2015 • Sig Ueland

Instagram is a platform to share quirky moments and inspirational experiences. With 300 million monthly users, it’s also a place for businesses to develop and post engaging content, monitor posts ...
Social Media
Pinterest: 4 Ways to Optimize Images for More Repins

April 3, 2015 • Kristine Wirth

Pinterest is a site that lets people pin their favorite images on virtual bulletin boards categorized by topic or interest. Many businesses use Pinterest to get their products in front of its growing user base.
Social Media
Comparing Facebook Video to YouTube, for Ecommerce

April 1, 2015 • Samantha Collier

Facebook’s video capabilities are gaining momentum, with new functionality and advertising options. Video is taking over our Facebook newsfeeds. Many ecommerce video marketers are starting to question whether they should emphasize Facebook ...
Google Ads
Pay-per-click: The Case for Bing Ads

March 31, 2015 • Robert Brady

The dominance of Google hit home for me this past week as I was listening to a phone call for one of my clients. The representative on the phone was ...
Social Media
TripAdvisor: How to Claim and Promote Your Listing

March 30, 2015 • Paul Chaney

With more than 315 million monthly users, TripAdvisor is the leading consumer rating and review site for the travel industry. TripAdvisor allows hotels, restaurants, attractions, and vacation rentals to claim and manage their listing, which creates opportunities for consumer engagement and business promotion.
Content Marketing
5 Content Marketing Ideas for April 2015

March 26, 2015 • Armando Roggio

April’s list of widely recognized holidays is a good source of content marketing. Add to this the power of publishing a lookbook, and you have five compelling ideas for ecommerce ...
Influencers & Affiliates
Bitly-Viglink Affiliate Deal Raises Concerns

March 25, 2015 • Carolyn Kmet

In early February, Bitly, the popular URL-shortening service, partnered with affiliate tool Viglink to auto-monetize every shortlink generated by Bitly’s millions of users. To understand the impact of this partnership,
Content Marketing
9 Steps to Planning Website Content

March 24, 2015 • Daniel Kedinger

Planning and developing your website’s content can be a difficult task. Whether you have three pages or 100, deciding what content to place on your site is crucial to its overall success. Content not only includes the written copy but images, charts, or downloadable files as well.
Social Media
10 Ways to Deal with Negative Customer Reviews

March 23, 2015 • Paul Chaney

Consumers often rely on the opinions of others when making purchase decisions. According to Zendesk, a customer service software platform, 88 percent have been influenced by an online customer service review when deciding what to buy.
Marketing & Advertising
8 Ways a Marketing Agency Can Help an Ecommerce Business

March 19, 2015 • Armando Roggio

A good marketing agency may be able to help ecommerce businesses grow more quickly and alleviate stress for the entrepreneurs who own those businesses. Almost every business owner wants his or ...
Social Media
Using Woobox for Facebook Promotions: Pros and Cons

March 18, 2015 • Kristine Wirth

Many local businesses have Facebook pages where they engage with fans by posting coupons, running contests, or uploading product photos. Often, small business owners will utilize a variety of third-party platforms to accomplish these tasks, which can be time-consuming for someone already managing multiple business-related responsibilities.
Email & Text Marketing
Email Marketing Metrics, Part 2: Advanced Topics

March 17, 2015 • Carolyn Nye

In “Email Marketing Metrics, Part 1: The Basics,” my article last month, I addressed the primary measurements for email marketing: delivery rate, open rate, and click rate. In this “Part 2”
Marketing & Advertising
How to Measure Content Marketing

March 16, 2015 • Armando Roggio

Content marketing may be one of the most effective ways for small and mid-sized businesses to attract and retain customers in 2015. Or it may not be. Nineteenth century American merchant ...
Marketing & Advertising
SEO: 3 Steps to Improve Your Search Engine Ranking

March 12, 2015 • Nick Mouledous

Optimizing your website to attract search engine attention — a practice known as on-site optimization — is an often multifaceted and complex process. However, following three simple steps can help improve your ranking, which may result in more visits to your site.
Social Media
Location-based Marketing for Small Businesses

March 10, 2015 • Paul Chaney

As Internet users become increasingly mobile-savvy, they rely on smartphones and other mobile devices to discover new businesses, find directions, read consumer reviews, and access business contact information. One way local small businesses can take advantage of this trend is through the use of location-based marketing.
Google Ads
Google AdWords Launches Call-only Campaigns

March 4, 2015 • Robert Brady

A major update to Google AdWords occurred in 2013 with the introduction of Enhanced Campaigns. It was designed to streamline campaign management across multiple devices. But, in the process, it eliminated ...
Social Media
5 Consumer Review Sites that Impact Your Business

March 3, 2015 • Paul Chaney

Thanks to sites like Yelp, TripAdvisor, and Angie's List, local businesses often find themselves at the mercy of consumer reviews. Because people rely on the opinion of others, reviews have the potential to influence purchase decisions either positively or negatively, depending on the review.
Social Media
6 Compelling Twitter Lessons from Small Businesses

March 2, 2015 • Samantha Collier

There are plenty of ways that small businesses can grow a Twitter following without spending a lot of money. Here are six examples. Tyres 2 U: @tyres2u Twitter followers: 7,350 Tyres 2 U ...
Content Marketing
5 Content Marketing Ideas for March 2015

March 1, 2015 • Armando Roggio

The month of March has plenty of opportunities for content marketers to create topical and useful content that might ultimately attract new customers and additional sales. Content marketing is the act ...
Influencers & Affiliates
Pinterest Bans Affiliate Marketing Links

February 25, 2015 • Carolyn Kmet

On February 12, 2015, Pinterest announced that it would “automatically remove all affiliate links, redirects and trackers on Pins.” This is important news because merchants with affiliate marketing programs could ...
Email & Text Marketing
Email Marketing Metrics, Part 1: The Basics

February 22, 2015 • Carolyn Nye

Email marketing is cost effective and typically has a high return on investment. But over the years, email marketing has changed. Measuring the performance of email and its impact on incremental revenue can be difficult. In this 2-part series,
Email & Text Marketing
Without Email Marketing, You’re Probably Losing Sales

February 16, 2015 • Armando Roggio

When you send a well-done email-marketing message, it is like stepping on the gas pedal in a sports car. Things just start to go. In fact, of all of the ways ...
Marketing & Advertising
How to Create a Social Media Strategy

February 16, 2015 • Cathy Qori

Your organization needs a social media presence. One approach is to choose a platform such as Facebook or Twitter and start posting, but this probably won’t be very successful. To be effective, begin by creating a social media strategy. You don’t have to start from scratch. There are plenty of resources available online. Here are some of the most useful.
Marketing & Advertising
4 Content Lessons from Leading Blogs, for 2015

February 12, 2015 • Armando Roggio

Content marketing, which seeks to attract site visitors and, ultimately, customers, is one of the most popular trends in marketing. The key is producing interesting, useful, or entertaining articles, images,
Social Media
3 New Twitter Ad Features for Ecommerce Merchants

February 10, 2015 • Paul Chaney

Twitter recently launched three new features that extend the platform’s usefulness as a marketing tool for ecommerce merchants. The features are group direct messages, video, and quick promote advertising. Group Direct Messages Twitter now ...

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