Writing good ecommerce product descriptions is certainly an art, but that art can fit well into a repeatable process.
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Armando Roggio
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Which DTC brands are doing the best job with streaming / TV advertising?
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I find the story of D.B. Cooper fascinating. It was Nov. 24, 1971, when he hijacked a plane, got $200k, and jumped out mid-flight.
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Also, please let me know if this thread was helpful. And, if you don't already follow my Twitter account, please consider doing so.
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I wrote an article about "Strategies for Discontinued Inventory Pages" for in 2018. It goes into detail about these options. Please check it out.
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🗑️ Remove the product page.
Sometimes, the page will just go away. We reserved this fate for low-traffic products.
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📄 Convert to a landing page.
Some product detail pages can be turned into landing pages, and added to a topic cluster.
"Imagine a company selling seeds. If a particular seed package is discontinued, the product detail page could be converted into an article about the plant."
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➡️ Redirect to a replacement product.
Many times, we used a 301 redirect, sending the SEO ranking signals to a new or similar item. This might even be an item from a different brand.
IMHO, this is a great option when there is, in fact, a good replacement.
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♻️ Reuse the URL for a replacement product.
In many cases, there was a direct replacement for the product from the same brand or manufacturer. In these instances, we would simply use the same URL, updating the product information in our ecommerce platform.
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I spent almost a decade managing an ecommerce business for a regional retail chain.
I had to come up with a strategy to handle discontinued items online for a company with more than 100,000 total SKUs.
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I had seven steps (two of which are optional).
1. Focus on a Single Thing,
2. Connect to a Benefit,
3. Clarify and Specify,
4. Test Your Words,
5. Spell Check and Grammar Check,
6. Optional: Add an Introduction,
7. Optional: Add a Call to Action.
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I have written hundreds (maybe thousands) of product descriptions. In 2016, I shared my process in an article for .
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I am working on an article for about voice-assisted commerce. Specifically interested in brands using Alexa skills. Does your ecommerce brand use this technology? Tell me about it.
is this you?
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I am looking for DTC brands of any size who are using Twitter well for an upcoming article.
Which brands are using this platform the best?
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“Entrepreneurs and their small enterprises are responsible for almost all the economic growth in the United States.” —Ronald Reagan
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It is November 1. Have you started your holiday marketing campaigns?
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"The Black Art of Backlink Buying" | Purchasing links to improve search rankings is a black art. But a paid link can drive human traffic & if labeled with a "sponsored" attribute can be a legit marketing tactic. explains. pec-ly.com/?6lJr #ecommerce #seo
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I am optimistic about Twitter for ecommerce marketing. Twitter is not the largest social media platform. It doesn’t have lots of pictures. But I still think it is an opportunity.
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Will Twitter be a growing opportunity for ecommerce businesses?
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I am working on article ideas. What ecommerce challenges is your online business facing?
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It appears that I have entered inbox hell.
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Entrepreneurs, what inspired you to start your business?
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I suspect you will see more of this sort of thing. In fact, it just pretty much the same thing Shopify did with Collabs.
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What I find interesting —given that I work with both creators and ecommerce companies— is that affiliate marketing really puts the power in the retailer's hands.
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And why should Walmart cap it? This is affiliate marketing. Walmart only pays when it makes a sale. It is the very form of marketing that all retailers and online sellers love.
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The platform is called Content Creator and, according to Walmart, "Creators who sign up will have access to tens of thousands of products and are given the opportunity to earn revenue all while earning commissions on sales they refer with no cap."
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Now, Walmart has launched a new content creator platform that will allow anyone to create high-quality content for their website or blog, and earn money for doing it.
walmartcreator.com/splash
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In one sense, has always been a company that is on the front edge of innovation and technology. The business was one of the first companies to embrace ecommerce and Walmart continues to invest in it.
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Walmart's new content creator program portends a new phase in affiliate and influencer marketing.
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Every ecommerce business is different, so I know this won't work for just any online seller, but I feel like Twitter is a missed opportunity for so many companies.
AI tools are absolutely a part of my workflow right now.
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"AI-based Content Is the Next SEO Tool" | AI tools that optimize content for organic search are proliferating. In this must-read piece, @ecommerceboy addresses the coming dependence on those tools for SEO. pec-ly.com/?6lyU #ecommerce #seo @rankiq @copy_ai @semrush
I also provide a basic recipe for Twitter success.
- 3-to-5 Tweets per day,
- 15-to-20 comments per day,
- 3 threads per week,
- An email newsletter on your Twitter profile.
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I wrote about this topic specifically for offering four reasons you should try Twitter to reach moms.
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Pinterest, Snapchat, FB, and IG are the social media powerhouses of mom marketing. But Twitter can augment an ecommerce company’s efforts to attract mothers, especially in organic reach, email and SMS list growth, and brand building. IMO.
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Twitter is not the largest social media platform. It doesn’t have lots of pictures, and your competitors may not use it. Nonetheless, Twitter can connect a business to Millennial and Gen Z mothers.
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This is a good example, IMO, of using Twitter as an engagement platform for retail Brands. Nice job .
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One of the best ways to build a newsletter audience is to create high-quality content on a frequent and regular basis. Just saying.
Ecommerce & DTC Brands how are you using Twitter to build your companies? Or are you?
Email marketing is amazing for BF/CM campaigns. So do not miss read this. But I think there could be relatively less noise around peak holidays in the SMS/MMS channel. So why not cultivate both?