All posts in "Marketing"

6 Ways PPC Can Help Boost Your Ecommerce Business

a few days ago

The entire digital marketing space has become more and more dynamic, and crafting an effective ecommerce strategy has become increasingly valuable.

More and more businesses and customers have gone digital, as well, making pay-per-click (PPC marketing) more crucial than ever before.

Do you know that paid ads generate 65% more clicks than other commercial internet searches? By making simple changes in your ecommerce strategy, it will be easier to set yourself up for success.

In this post, we will talk about the six highly effective ways of how PPC can boost your ecommerce business.

Build Your Advertising Budget

In conventional online advertising models, placing an ad on a website is no different than placing an ad on a billboard on the side of the highway.

However, in billboard advertising, you would be “renting” space and still end up paying the space ad price whether or not that ad will increase your revenue or bring an ROI.

So whether that ad had ten or 10,000 engaged users does not have a lot of differences when it comes to the total ad costs. Meaning, you could be spending thousands of dollars on advertising, and yet you could not manage to attract a single user to your site.

Using the pay-per-click method is different. With this, you only end up paying for those users who clicked on your ads. So, if your ads will fail to generate a lot of engagement, and will be unsuccessful, the PPC model helps you avoid overpaying for ads that did not work.

Generate Leads

While lead generation is not exactly the first thing you have thought about when it comes to starting your PPC campaign, it is a highly useful tactic in letting your target audience know that these types of products exist.

This can be highly valuable on your end, especially if you are in a highly competitive market and are competing with giant brands.

6 Ways PPC Can Help Boost Your Ecommerce Business2

Build Brand Awareness

With hundreds of brands entering the market daily, your business must really work to improve its brand recognition. Your business needs people to recognize your brand for it to grow and flourish.

According to Voy Media (AdWords Company), “You can utilize PPC to target relevant keywords in your industry. That way, users that are searching for your keywords will continually come across your ads.”

Although utilizing general keywords will not help you generate more sales, indirectly, these keywords help boost your brand awareness and establish your brand as a leader in your specific industry.

6 Ways PPC Can Help Boost Your Ecommerce Business3

Drive Revenue Quick

If done the right way, PPC can pay off in helping you grow your sales and drive revenue to your business faster.

Many platforms help you generate more sales through PPC, and that includes Facebook, Instagram, LinkedIn, Google, and Twitter.

Choosing the right platform to run your PPC campaign depends on the type of business you are running, and where your target audience is likely online.

For instance, if you are selling handmade accessories for women, then you would find out that utilizing platforms like Facebook and Instagram probably works better. Again, it depends on what you are selling and who you are selling to.

Note that each of these platforms has its own ad section to build your audience, from lookalike audiences to demographics which lets you base their interests and behaviors.

Over time, you will be able to tweak those ads and targets, eventually letting you come up with an ad that is able to generate sales.

You do not have to stick to a single channel. For example, you can market your Google Ads, and then retarget users who have visited your site via social media.

The more places that your ads are being viewed by your target audience, the more will they likely convert.

Boost Your Ability to Craft SEO Content

If you are looking forward to boosting your organization’s presence online or build a successful ecommerce campaign, then most probably, you are thinking about crafting search engine optimized content.

SEO content is what will help your site on top of the search results, and ultimately gain a greater set of site visitors. SEO content usually adheres to specific guidelines, such as the writing style, length, the presence of certain keywords, and so on.

Using a PPC model lets you learn different kinds of keywords that work and do not work. Over time, this will drive you to create a kind of content that will inspire action from the user’s end.

Enhancing your online presence on the internet by using accessible and tested SEO content will enhance the likelihood of someone clicking through your ads. Once more people click on your ads, this also increases the chances for you to achieve your business goals.

6 Ways PPC Can Help Boost Your Ecommerce Business4

Provides You with Concrete Data

When it comes to creating a highly effective ecommerce marketing campaign, having concrete data is important. When you have an excellent data set, you can easily figure out what works and what does not, which will ultimately help you design a path that will let your business succeed in the long run.

Target a Specific Audience

It does not make sense to make advertisements for everyone on the internet to see, right? More often than not, your products and services are only applicable to a specific population.

So before starting your campaign, you have to be very specific with the audience that you want to target. What are their specific demographics, locations, likes, dislikes, and frequently used keywords?

PPC advertising helps you focus only with those that fit your target audience. Why? Because targeting everyone will let you spend more on ads than you would normally want to. It ensures that every dollar that you spend on advertising will go farther than it possibly can.

Over to You

PPC has a lot of benefits for your ecommerce business, helping you generate faster results by targeting the right people at the right time. It helps you bring more traffic to your site, without having to pay for ineffective ads.

Read more >

In-store Fitness Retail & Cosmetic Industries Get a Makeover with Modern Digital Transformation

last month

As an avid online shopper and Amazon Prime veteran, I cannot help but notice the extreme lengths online delivery services will go to fulfill my impulse shopping needs.

I’ll never forget last New Year’s Eve when near tragedy struck when my dry cleaners lost the outfit I was planning to wear that night. I panicked knowing that my local mall would have been picked clean of outfits from other girls experiencing my plight. Somehow, the Amazon gods smiled on me and delivered a new sparkly dress to my doorstep four hours after clicking “Add to cart”, leaving me ample time to get ready for the big night.

The Amazon Retail Revolution has completely changed the narrative surrounding online shopping, making the concept of ecommerce not only completely normalized, but even preferable to the physical shopping experience.

The evidence is in the sales: ecommerce channels have steadily increased over the last several years, reaching $3 trillion globally in 2018 to comprise upwards of 15% of total retail sales. These sales have led to the widespread move for established brick and mortar stores to open online shopping channels as well as creating a thriving international marketplace for strictly ecommerce based companies to flourish.

As ecommerce has evolved to where anything and everything can be ordered online, its ubiquitous nature brings to light an interesting phenomenon. Some of the most lucrative digital businesses have been built off selling products that have traditionally needed an in-store experience: Cosmetics and Activewear.

Consequently, the digital marketplace for these two industries has exploded in terms of high public interest, incurred revenue, and market saturation.

The booming growth in both these digital industries seems counterintuitive: the nature of both cosmetics and fitness apparel products usually require an in-person shopping experience. Seeing firsthand how cosmetic formulas blend or complement skin tones is a typical requirement before purchasing. Similarly, compressive spandex apparel that clings to every centimeter of our bodies can be a sizing nightmare to buy without trying on first.

Despite the different nature of their products, both cosmetic and fitness apparel companies have utilized similar marketing strategies and business models that have helped them overcome the inherent pitfalls of their digital platforms. These methods have been so successful that several of the highest-grossing ecommerce brands across the entire marketplace stem from these respective niches, like Kylie Cosmetics, Morphe, Gymshark, Fabletics, etc.

Cosmetics and fitness apparel have been able to dominate the ecommerce world by using strong branding, social media credibility, and variability of product to bypass the traditional conception that these products need to be purchased in person.

Product Design Stressing Versatility

Ecommerce fitness and cosmetic companies do not shy away from their most glaring problem that their customers cannot interact with their products firsthand. In fact, they embrace this drawback through every step of their business model, starting as early as product design.

Rather than creating products intended for highly specific demographics like luxury brands (Dior, Chanel, Givenchy), ecommerce makeup companies prioritize designing versatile cosmetics that can flatter as many potential customers as possible. For example, most foundation or skincare formulas will be designed for combination skin instead of dry or oily. Eye shadow palettes will contain both matte and shimmer colors to cater to diverse consumer preferences. Other products like highlighter, blush or bronzer will be designed, and marketed, to stress how it can be used to flatter any skin tone, accompanied by the product being used on racially diverse models.

In terms of products that need personalization, like foundation, concealer or skin correcting formulas, these companies have looked to digital solutions. Cosmetic companies will offer extensive shade ranges and equip their web sites with “color-matching” tools to help customers make as informed estimates as possible.


















Similarly, fitness and athleisure companies prioritize stretch and durability of their fabrics, emphasizing how their design can accommodate different body types within particular size ranges. To publicize the flexibility of design, ecommerce fitness companies will release extremely detailed sizing videos on their social media platforms that feature models with varying body types wearing the same sizes.
















Additionally, clever marketing initiatives have also repurposed merchandise to maximize sales, one example being the strategically popularized ⅞ leggings or leggings that fall between capri and ankle length. While the style of a ⅞ legging has been recently deemed “trendy” by consumer culture, it really just allows fitness companies to double their profit by selling the same product to different size customers.


With the current saturation of both industries, many companies have taken advantage of opportunities to distribute their products for the public to sample. They will partner with popular subscription box based companies that provide small samples of their products to be dispersed through the companies’ client list.

With extremely popular makeup based subscription boxes like Ipsy and BirchBox popularizing the concept, subscription box-based companies of all makes and specialties have become common worldwide.

The pay off of partnering with these subscription boxes occurs twofold: not only do the companies extend their brand’s reach familiarity with consumers, but directly putting their products into their hands will encourage them to buy. Most offerings provided in subscription boxes will also give clients special discounts for additional incentive to buy. The strong pay off of sampling in subscription boxes is evidenced by how both established and small companies consistently utilize them.

While cosmetic based subscription boxes tend to be the most common, activewear companies have made similar use of sampling their products with subscription companies that overlap with the fitness vertical. For example, the leading brand FabFitFun will commonly highlight fitness accessories or smaller scale activewear products, like seamless underwear, gripped socks, sturdy hair ties, or work out tops.

Social Media Clout

Like most ecommerce companies, a commanding social media presence is essential to every aspect of your business. Social media defines your brand, your company mission, and your outreach to potential customers.

Social credibility is everything in the digital age: while the viability of a product is, of course, essential to any successful business, social media footprint and marketing can make your product irrelevant regardless of quality in the digital era.

To an extent, ecommerce companies are more dependent on their social branding than they are on their products themselves for customer acquisition. These platforms are essential to first to get on their audience’s radar before product quality can ever be tested.

Social media’s crucial link to ecommerce viability is validated by customer acquisition statistics: roughly 30% of consumers cite social channels as their first resource for researching products or finding new brands.

For cosmetic companies and fitness apparel companies, social media platforms allow the company to bridge the gap between consumers and their products by publicizing detailed content depicting all aspects of their products. For example, Kylie Jenner’s ecommerce make-up empire Kylie Cosmetics openly stated that posting Instagram stories in which she filmed extensive reveals of each product was easily her most effective form of marketing.

These videos included swatching products on various skin tones, describing texture and application of product, and how the product would appear over time or in response to stress (water, contact, smearing, etc). These videos are contrasted by visual content depicting completed makeup looks created with combining her products. Although Kylie’s example is certainly the exception instead of the norm given her built-in multi-million following, in-depth product breakdowns are a staple for digital cosmetic brands of all sizes.

Leading fitness companies will produce similar content reviewing their apparel. Before new merchandise is released, fitness companies will create and in-depth sizing guide videos that describe every aspect of the garment, from material, to washing directions, to sizing recommendations featuring models with differing body types sporting the apparel.

The Necessity of Influencers

Both cosmetic companies and fitness companies rely heavily on influencer marketing to bring credibility to their products and push their brand into diversified markets. Since influencers build their careers off transparency and developing personal connections with their followings, their endorsement is especially powerful in both generating sales and building brand recognition. With that said, influencer selection needs to be methodical to ensure that his or her personal brand aligns with the endorsed company’s vision.

After the brands have created their own content detailing their products, their team of sponsored influencers will take the reigns for the next phase of blasting content to as many audiences as possible.

Social media celebrities have undeniably become the reigning authority with which consumers navigate their online marketplace. This speaks to how numerous famed influencers within the beauty and fitness community have been able to transition their social platforms into entrepreneurial ventures by creating their own independent companies, like Jeffree Star Cosmetics, Jaclyn Hill Cosmetics, or Christian Guzman’s Alphalete Athletics.

In addition to online brands investing in their own influencer team, many have gone a step further by allowing certain Influencers to create their own specialty product or line. Morphe famously collaborated with the current leading figure of the digital beauty community, James Charles, to create his own eyeshadow palette.






















This palette established “Morphe’s biggest sales day in history” by completely selling out in the United States in ten minutes, the UK in 5 minutes, and the rest of Europe in 6 minutes.

Similarly, ecommerce activewear leader Gymshark collaborated with one of its most famous sponsored athletes, Nikki Blackketter, to create two limited edition clothing collections that she personally helped design.



















The self titled collections, Nikki B x Gymshark, sold out instantly through online channels. Additionally, Gymshark repurposed the clothing launches to hold a pop-up store in Los Angeles for fans and customers to come meet Nikki and other famed Gymshark athletes while shopping in person. In addition to driving sales, synchronizing influencer collaboration launches with in-person experiences for customers is powerful for enhancing Gymshark’s brand perception.

Converge Online Community with In-Person Experience

Like Gymshark’s pop-up stores or any influencer-driven meetups, both industries have championed innovative ways to bring their online communities together in person. These live experiences allow these brands to move past being viewed as a digital platform to something far more intimate, which their clients love.

Consumers want to support brands that resonate with them personally, so offering opportunities to connect with the brand and its affiliates in-person creates a highly sought after exclusive experience.

For example, when Kylie Jenner announced her tour of pop up shops around the United States following the release of her 2017 Holiday collection, the internet responded emphatically.



















Even with insanely tight security and crowd control protocols, the pop-up stores hosted over thousands of visitors each day willing to wait in 12-hour lines.

Fitness apparel giants are also veterans of sponsoring pop-up shops or meetups with their famed sponsored athlete teams. One leading digital activewear company created by famed YouTuber Christian Guzman, Alphalete Athletics, has created a less conventional venue to his digital community together.

Alphalete merged its in-person experience by establishing a fully functional Alphalete Gym that offers both full memberships and day passes for anyone to come and work out for the day. The gym functions not only as an in-person embodiment of Alphalete’s brand but also provides a physical establishment where visitors can purchase Alphalete products at special discounts that are processed by its gym management system.

Final Thoughts

With technological innovation improving daily, the ecommerce side of retail exhibits every indication of continued growth. Digital cosmetics and activewear companies exemplify how with proper marketing and business strategy, essentially any product can perform well through ecommerce channels.

Where in-person shopping experiences demand attention and care towards the products themselves, the infiltration of ecommerce relies firmly on the public perception of the product, not the product itself, turning the traditional product-market fit paradigm on its head.

Author Bio: Laura is a Marketing Specialist for Perfect Gym Software. She is a native-born Los Angeleno recently relocated to Warsaw, Poland who spends most of her time at the gym, on an airplane, or online shopping.

Read more >

A Timeless Logo Can Do Wonders – A Brief Discussion

a couple of months ago

Over 48 per cent of customers believe that first impression leads to strong brand loyalty. Your branding builds first impression of your business. Without any doubts, we can say that an essential part of your branding is your logo.

A logo isn’t just a symbol. It is a way for people to recognize your brand and picture your brand promise and history. It merely takes eight impressions for people to remember your logo for years to come. Therefore, it is safe to say that a logo is one of the most effective ways of ensuring brand recognition, regardless of the type of stimuli delivered.

Creating a logo is not easy. There are various factors and characteristics you must incorporate in your logo. If you manage to make it timeless, a lot of your branding-related worries will dissipate.

What is a timeless logo?

A timeless logo refers to a symbol that is able to withstand the test of time. Such logos undergo a minimal change in their design over the year. Despite this, they manage to stay relevant to their target audience across generations.

Think of the logo of the following. Nike. McDonald. Ford. Estee Lauder. Each of these companies have managed to create timeless logos. And by doing so, they have built a type of brand equity; only a few have succeeded in achieving.

How can a timeless logo help your business?

You might wonder, why should you ask your professional logo design company to create a timeless logo for you? After all, isn’t it better to do what is trendy?

The answer is: No it is not.


This is because most trends are fads. They come and go with time. If you were to change your logo with every changing trend, you would find yourself redesigning it multiple times. And that is something no brand can afford. After all, the job of your logo is to ensure awareness. How will customers recognize your brand in different usage situations, if it keeps changing its logo?

Building brand loyalty

Building brand loyalty


A timeless logo does wonders for any company because it leverages the brand history and journey to build brand resonance and equity further. Think of it this way. Whether it be your parents or your children, everyone knows that a tick mark signifies Nike. Every generation is able to relate to the brand. The company has managed to stay relevant across generation without bringing any change to its logo. Instead, it was able to showcase its history of delivering quality shoes by staying close to its root.

Reducing cost

In terms of cost, a memorable and timeless logo is an excellent investment. This is because you don’t need to spend money continuously to upgrade it a lot. Instead, few minor tweaks and voila you are done. Consider Shell. Its logo will be defined as being timeless because it has retained its essence even though it has changed a bit over the years. Such small changes are likely to cost less than a major revamp.

Ensuring recognition

Understanding consumer behaviour is an integral part of marketing. Without knowing how your customers think, you won’t be able to deliver communications that sit well with them.

One interesting concept in the field is the idea of “Just Noticeable Difference”. This refers to the threshold after which customers are able to detect a change in a brand. Anything below the threshold goes unnoticed. Brands only wish to go beyond the limit for guaranteed positive alterations in the company. For instance, price changes and better packaging might be done in a way that it passes the threshold.

However, logo changes, especially of known brands, is something that is almost always done below the threshold. If companies don’t do so, they face backlash like Gap did. Gap, in an effort to be modern, changed its logo enough to be noticed by customers. They weren’t able to recognize the logo as belonging to the brand. Eventually, Gap had to rescind its new logo.

Timeless logos ensure recognition and recall. You can use them to relay communication to your customers without overtly naming the brand. Such logos are also easier to use in product/brand placements.

What makes a timeless logo?

What makes a timeless logo


Now that you know, a timeless logo can do wonders for your business, it is essential to understand how to create one.

Here are certain features that are common in all timeless logos.

  1. Simplicity: This makes sure that the symbol doesn’t lose meaning when used in communications of different sizes
  2. Uniqueness: Timeless logos are always distinctive from their competitors. This helps in building differential equity
  3. Consistent: Your logo must be consistent with your brand promise and overall brand image


Branding has an integral role to play in the success of any business. Take your time to create the best logo. Make sure it is good enough to withstand the test of time.

Author Bio: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well.  She is crazy about chocolates. You can find her on twitter: @ashrosa2.



Read more >

How To Increase Sales By Using The Right Video

a few months ago

When it comes to increasing brand awareness, broadening your company’s reach, fostering customer loyalty, and driving traffic where you want it, few approaches match the potential of marketing through video content.

In fact, there are increasingly more video marketing statistics signaling that its adoption and effectiveness continue to rise, even in 2019.

That said, when it comes to video content, not every piece is the same!

Different types of videos can help your business achieve a variety of goals, and product videos have proven to be powerful assets to increase sales

In this piece, we are going to break down the how and why of these videos and go over the essential aspects you need to consider when producing one.

What Is A Product Video?

Put simply, a product video is a piece of video content whose primary goal is to showcase how your product (or service) works. Simplifying complex ideas and displaying its major selling points in compelling and entertaining ways.

This way, they help potential customers see the product in action, and allows them to visualize themselves using and engaging with it.

Product videos are the perfect channel to convey what your product or service is all about — their features, differentiators, qualities, etc.

Types Of Product Videos

Just as there are many types of videos you can implement at different stages of your marketing funnel, product videos come in a variety of flavors too:

  • Whiteboard animations: Whiteboard animation style involves using a white background and simulating a hand drawing with black marker accompanied by a voice-over. As the voice-over speaks, the hand draws concerning the content to achieve a visual reinforcement. This type of product video has an educational approach and is mostly used for explaining intricate or highly technical products or services. Although this video can be useful for a B2C strategy, it’s much more effective for a B2B approach.
  • Character Animations: A custom-made character animation video involves crafting great original characters based on your potential customers’ persona. The use of animated characters is a fantastic resource not only to explain how your product or service is a problem solver but also to generate instant empathy and engagement.
  • Motion Graphics: Motion graphic videos involve animated techniques which bring to life graphic-based elements with the purpose of explaining complex business ideas, statistics, and other such concepts in an eye-catching way.
  • Screencast: If your product or service is a piece of software, an app, or if you need to explain a step-by-step feature from your website, this is the right style for you! Screencast video involves a digital screen capture recording from a computer display plus a voice-over narration. Screencast videos are especially useful for explaining users new upgrades or features involving your product or service.
  • Live Action: Live action video doesn’t involve animation. Instead, it requires photography or cinematography. This style is excellent when you depend on the eye-catching packaging design or physical characteristics of a product to market it.

Mapping Your Product Video To The Buyer’s Journey

According to HubSpot, the buyer’s journey is the process buyers go through to become aware of, consider, and decide to purchase a new product or service.

It involves three steps, which calls for different pieces of content as your offering needs to fulfill various requirements in a potential buyer’s mind before they make a purchase decision:

Via HubSpot

Product videos are an excellent resource for the consideration stage.

As we’ve seen before, this video style helps users understand how your product or service solves their defined problem, and creates an opportunity.

Salesforce confirms that 85% of consumers conduct online research before making a purchase online – that’s a huge number. With an awesome product video in your hands, you have a piece of inbound marketing content independently engaging your customers and presenting you as their solution.

However, that’s only part of the equation.

Implementing Your Product Videos

Once you’ve produced a cool product video (with the right style and approach to capture your potential customers’ attention) it’s time to use it.

The best product video in the world will do little for your marketing strategy and sales if nobody sees it. You need to reach the right audiences in the right platform to get the most out of your video content.

The ‘Right’ Platform

Let’s get something straight: there isn’t a single “right” platform for all videos. Different marketing goals and outside factors will influence the best way to distribute your content, the least of which are your quantified goals and your potential customers’ habits.

Having established that, instead of going over an unending list of alternatives, let’s focus on the two main approaches you’ll want to consider for product videos in terms of distribution:

The Ecommerce Route

Capturing users’ attention is not easy.

Just think about all the other sites and competitors offering similar products or services to yours. Then add to that the myriad of things also vying for your customers’ attention, and you start to get a better picture of the challenge ahead.

Once you have a great piece of video content, you need to start thinking about strategic improvements you can implement to lead more traffic into the landing page you create for it. Many companies make the mistake of creating amazing videos and then burying them in sites where most people will never see them. Don’t be one of them.

Yes, you can create a landing page specifically for your product video – one with an optimized UX to make purchasing easy – but you also need to ensure people are actually getting there to watch it.

Implementing your brand new video into your ecommerce platform is a no brainer, yet it needs to be done appropriately to get the results you want. Once that’s taken care of, you’ll be on much more solid ground.

How solid? Well, 58% of consumers think companies with product videos can be trusted, and 44% said they would purchase more products from an ecommerce website that features product videos.

The Social Hosting Route

While there are several excellent hosting alternatives to choose from – like Wistia or Vimeo – only one is considered the king, as it combines hosting with social features: YouTube.

With more than 1900 million monthly users, undoubtedly, it’s the largest search engine in the world after Google.

In fact, according to ComScore, it’s the number one platform in reach and watch-time among ad-supported streaming media. It’s a free, high-quality hosting platform in which a brand can create their business’ channel to gain subscribers and create a community.

With this in mind, branding is an essential factor when it comes to developing your channel and implementing your product’s video while standing out from your competitors:

  • CTA button: Add a call to action button at the end of your video to strategically redirect users towards your ecommerce site and motivate a purchase.
  • Mobile-friendly: In fact, 30% of online retail purchases are taking place on mobile devices. This means that consumer behavior is changing by becoming more comfortable with making purchases with mobile devices. A trend you need to be able to capitalize on.
  • Channel design: You should always customize your channel so that it reflects your business identity. Make it different and recognizable for users. The channel design involves not only your profile picture or banner, but also your thumbnail, video designs, and playlist development.

Once you have your product video deployed for those two main fronts, you’ll have your primary bases covered. Then you can start branching out and thinking about additional ways to drive attention and interest to it.

When you do, though, keep in mind that each platform has its own particular requirements, such as video size, ratios, and quality, that you should consider beforehand.

Summing Up

The right product video, used effectively, can really surpass your expectations when it comes to influencing purchases. But for that to happen, they should be implemented as part of your conversion funnel, as it has the power not only to increase sales but even drive traffic and attention to your brand.

Videos are an engaging and shareable resource that strengthens the user-business relationships, but you need to make them right.

Your product videos are meant to bring your products to life and engage your audiences. Showing their features to help you convert passing onlookers into valuable customers, but it won’t happen unless you get started.

What are you waiting for? Go out there and start taking advantage of these powerful and reliable marketing tools!

Author bio: Victor Blasco is CEO of Yum Yum Videos, an awesome video production company based in Buenos Aires, Argentina.

Read more >
1 2 3 14
Page 1 of 14