Carolyn Mara - Practical Ecommerce https://www.practicalecommerce.com/author/carolyn-mara Independent analysis and strategy for online merchants Wed, 14 Jun 2023 19:21:09 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.4 TikTok Marketing Done Right https://www.practicalecommerce.com/tiktok-marketing-done-right Thu, 31 Mar 2022 20:43:28 +0000 https://www.practicalecommerce.com/?p=1501467 Unsure how to market your ecommerce business on TikTok? Here are four brands that do it well, focusing on humor and authenticity.

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]]> 5 Examples of Off-site Social Proof https://www.practicalecommerce.com/5-examples-of-off-site-social-proof Mon, 14 Mar 2022 12:26:57 +0000 https://www.practicalecommerce.com/?p=1500750 Social proof can reassure shoppers that a merchant's products are worth buying. We addressed on-site social proof examples in January. This piece looks at off-site uses.

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]]> Instagram Shops: Tips and Strategies https://www.practicalecommerce.com/instagram-shops-tips-and-strategies Tue, 08 Mar 2022 13:46:42 +0000 https://www.practicalecommerce.com/?p=1500480 Instagram shops are an extra ecommerce storefront and offer the opportunity to convert viewers into customers. Here are a few in-the-trenches selling tips.

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]]> The Best Ecommerce Content for Twitter https://www.practicalecommerce.com/the-best-ecommerce-content-for-twitter Tue, 01 Mar 2022 14:02:09 +0000 https://www.practicalecommerce.com/?p=1500346 The best ecommerce content for social media depends on the channel. We've addressed content for Instagram, Facebook, Pinterest, and LinkedIn. This post discusses content on Twitter.

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]]> Behind-the-scenes Content Is Authentic Storytelling https://www.practicalecommerce.com/behind-the-scenes-content-is-authentic-storytelling Thu, 24 Feb 2022 22:26:27 +0000 https://www.practicalecommerce.com/?p=1500204 Behind-the-scenes content provides customers and prospects with a real-life view of a company. It drives authenticity and thus trust. Here are four examples from online retailers.

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]]> The Best Ecommerce Content for LinkedIn https://www.practicalecommerce.com/the-best-ecommerce-content-for-linkedin Sun, 13 Feb 2022 14:31:51 +0000 https://www.practicalecommerce.com/?p=1499463 We've addressed the best ecommerce content for Instagram, Facebook, and Pinterest. This post discusses dos and don'ts for content on LinkedIn.

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]]> 9 Types of Influencer Marketing Campaigns https://www.practicalecommerce.com/9-types-of-influencer-marketing-campaigns Tue, 08 Feb 2022 14:18:20 +0000 https://www.practicalecommerce.com/?p=1499320 How, exactly, should ecommerce marketers use influencers? Blog posts, social media, videos, other? We explain nine types of proven campaigns.

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]]> 4 Successful Influencer Marketing Campaigns https://www.practicalecommerce.com/4-successful-influencer-marketing-campaigns Sun, 23 Jan 2022 13:28:47 +0000 https://www.practicalecommerce.com/?p=1497620 We explained influencer marketing and its key tactics in our recent 8-part series. This post reviews examples from four merchants of influencer marketing success.

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]]> The Best Ecommerce Content for Pinterest https://www.practicalecommerce.com/the-best-ecommerce-content-for-pinterest Mon, 10 Jan 2022 16:02:49 +0000 https://www.practicalecommerce.com/?p=1468972 Pinterest may be the best social media platform to introduce products and drive online sales. We explain how to use boards and pins for ecommerce in this must-read piece.

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]]> 5 Social Commerce Must-haves for 2022 https://www.practicalecommerce.com/5-social-commerce-must-haves-for-2022 Tue, 04 Jan 2022 15:45:10 +0000 https://www.practicalecommerce.com/?p=1444028 Social media is upending global ecommerce. In China, the world's largest ecommerce market, online buying is a social experience, with live-streaming, in-app purchases, and content. Elsewhere, Facebook's impact will only increase given its massive size, native data collection, and growing set of ecommerce tools. Here are five social commerce must-haves for 2022.

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]]> The Best Ecommerce Content for Facebook https://www.practicalecommerce.com/the-best-ecommerce-content-for-facebook Tue, 21 Dec 2021 16:05:25 +0000 https://www.practicalecommerce.com/?p=1409218 Facebook is the king of social media for businesses. Billions of consumers learn of brands and products via the platform. In this post, I’ve collected seven types of content on the world’s leading social platform for merchants to stand out, connect with an audience, and grow a following.

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]]> Social Media Demographics by Platform https://www.practicalecommerce.com/social-media-demographics-by-platform Tue, 14 Dec 2021 15:32:49 +0000 https://www.practicalecommerce.com/?p=1386888 Social media marketing can make or break an ecommerce company. But knowing which social site to focus on is often difficult. To that end, I've compiled critical audience demographics for the leading social platforms. What follows will hopefully assist in identifying the best options for your business.

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]]> Product Photography, Part 15: Crafting an Image Start to Finish https://www.practicalecommerce.com/product-photography-part-15-crafting-an-image-start-to-finish Thu, 09 Dec 2021 14:49:10 +0000 https://www.practicalecommerce.com/?p=1371596 Throughout this series, I've explained how to shoot and edit product products that appeal to shoppers and drive conversions. This final installment is a wrap-up, applying all of the concepts I've addressed to a single image using only my iPhone and three editing tools.

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]]> Product Photography, Part 14: Optimizing for Speed, Search https://www.practicalecommerce.com/product-photography-part-14-optimizing-for-speed-search Mon, 29 Nov 2021 15:33:04 +0000 https://www.practicalecommerce.com/?p=1342208 The final step in product photography is optimizing the images for search engines and page speed. This is the 14th installment in my series on helping ecommerce merchants create better product images. In this post, I'll address making your photos faster to download and more visible in Google's image search.

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]]> The Best Ecommerce Content for Instagram https://www.practicalecommerce.com/the-best-ecommerce-content-for-instagram Wed, 24 Nov 2021 15:34:50 +0000 https://www.practicalecommerce.com/?p=1337391 Instagram is a marketing powerhouse. But ecommerce merchants often miss the opportunity. Too many focus solely on sharing product images, not connecting with prospects. I've collected in this post seven types of content ecommerce merchants can use on Instagram to connect and engage with followers.

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]]> Product Photography, Part 13: Special Edits https://www.practicalecommerce.com/product-photography-part-13-special-edits Mon, 22 Nov 2021 15:26:47 +0000 https://www.practicalecommerce.com/?p=1328307 Special post-production edits can help create the perfect product images. This is the 13th installment in my series on helping ecommerce merchants create better product images. In this installment, I'll look at advanced editing techniques.

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]]> Product Photography, Part 12: Color Correction and Presets https://www.practicalecommerce.com/product-photography-part-12-color-correction-and-presets Tue, 09 Nov 2021 15:03:18 +0000 https://www.practicalecommerce.com/?p=1281164 Color correction is the process of adjusting a photo to match the actual subject. It's among the most important parts of editing product photos, given the importance of an exact color match. This is the 12th installment in my series on helping ecommerce merchants create better product images.

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]]> Product Photography, Part 11: Image Editing https://www.practicalecommerce.com/product-photography-part-11-image-editing Tue, 26 Oct 2021 20:40:37 +0000 https://www.practicalecommerce.com/?p=1232277 Editing is a critical step in producing product photos that engage ecommerce shoppers. If you can’t make what you’re selling stand out, consumers will not likely buy it. This is the 11th installment in my series on helping ecommerce merchants create better product images.

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]]> Product Photography, Part 10: Lines as Design Elements https://www.practicalecommerce.com/product-photography-part-10-lines-as-design-elements Thu, 21 Oct 2021 13:35:12 +0000 https://www.practicalecommerce.com/?p=1213296 The design elements of a photo include lines, color, shapes, light, texture, and negative space. The use of such elements in product photography can make or break its appeal to shoppers. This is the 10th installment in my series to help ecommerce merchants take better product images.

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]]> My 3 Rules for Social Media Success https://www.practicalecommerce.com/my-3-rules-for-social-media-success Tue, 19 Oct 2021 19:01:51 +0000 https://www.practicalecommerce.com/?p=1204655 Roughly 4.2 billion people worldwide use social media. In 2021, all ecommerce businesses should attempt to connect with prospects on those platforms. This is my first post to help merchants utilize social media for brand awareness and sales.

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]]> Product Photography, Part 9: Advanced Composition https://www.practicalecommerce.com/product-photography-part-9-advanced-composition Tue, 12 Oct 2021 13:44:30 +0000 https://www.practicalecommerce.com/?p=1173626 I discussed in my previous post two compositional rules that could make your product photography more engaging. I'll expand on that subject in this article. This is the ninth installment of my series to help ecommerce merchants take better product images.

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]]> Product Photography, Part 8: Composition Essentials https://www.practicalecommerce.com/product-photography-part-8-composition-essentials Tue, 05 Oct 2021 14:36:43 +0000 https://www.practicalecommerce.com/?p=1145296 Photo composition refers to the arrangement of an image's items and elements. For product photography, composition has one goal: create an image that draws a shopper closer to purchase.

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]]> Product Photography, Part 7: Magnification and Close-ups https://www.practicalecommerce.com/product-photography-part-7-magnification-and-close-ups Wed, 29 Sep 2021 15:16:21 +0000 https://www.practicalecommerce.com/?p=1117743 The best product photos provide online shoppers with precise detail to know what to expect when the goods arrive. Specialty magnified shots can help. This is the seventh post in my series on helping ecommerce merchants elevate their product photography.

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]]> Product Photography, Part 6: Selecting a Lens https://www.practicalecommerce.com/product-photography-part-6-selecting-a-lens Tue, 21 Sep 2021 11:56:25 +0000 https://www.practicalecommerce.com/?p=1081667 Choosing the best camera lens depends on the products you’re shooting and on the camera itself. This is the sixth post in my series to help ecommerce merchants take better product photos. “Part 1” addressed the importance of backdrops. “Part 2” explained tripods. “Part 3” examined the fundamentals of artificial lighting. “Part 4” reviewed angles and viewpoints, and “Part 5” described how to select a camera.

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]]> Product Photography, Part 5: Choosing a Camera https://www.practicalecommerce.com/product-photography-part-5-choosing-a-camera Tue, 14 Sep 2021 14:27:38 +0000 https://www.practicalecommerce.com/?p=1080910 I'm frequently asked to recommend a camera. Sometimes folks inquire about the camera I use to display my artwork online. But both queries miss the point. Knowing how to use a camera is far more important than the unit itself. Nonetheless, choosing a suitable camera is critical.

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]]> Product Photography, Part 4: Angles and Viewpoints https://www.practicalecommerce.com/product-photography-part-4-angles-and-viewpoints Sun, 05 Sep 2021 15:14:09 +0000 https://www.practicalecommerce.com/?p=1055884 Angles matter in product photography. They expose details, helping shoppers make informed decisions. Plus, shoppers who cannot see the particulars of a product will not likely buy it. This is the fourth post in my series on helping ecommerce merchants take better product photos.

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]]> Product Photography, Part 3: Artificial Lighting Basics https://www.practicalecommerce.com/product-photography-part-3-artificial-lighting-basics Wed, 25 Aug 2021 14:36:12 +0000 https://www.practicalecommerce.com/?p=1012718 Quality product photography has less to do with a camera and lenses and more with lighting and its use. Thus if you're looking to improve product photos, learn about proper lighting. This is the third post in my series on helping ecommerce merchants take better product photos.

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]]> Product Photography, Part 2: Selecting Tripods https://www.practicalecommerce.com/product-photography-part-2-selecting-tripods Tue, 17 Aug 2021 15:02:10 +0000 https://www.practicalecommerce.com/?p=971010 How do you create flawless product photos? It's often as simple as using the right tripod. A tripod allows you to level horizontal lines and keep your camera fixed and steady during shoots. This is the second post in my series aimed at helping ecommerce merchants take better product photos.

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]]> Product Photography, Part 1: Choosing Backdrops https://www.practicalecommerce.com/product-photography-part-1-choosing-backdrops Thu, 05 Aug 2021 19:42:29 +0000 https://www.practicalecommerce.com/?p=923280 Choosing a backdrop is the first step in product photography. Pairing a product with the right background is crucial when trying to convince shoppers to make a purchase. This post is the first in a series aimed at helping merchants take better product photos.

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