B2B Marketing Trainer and Consultant
In Episode 263 of "A Shark's Perspective," hosted by Kenneth Kinney, I discussed the subscription model in the food business and my partnership with GIO Gelati. The conversation is available as both a podcast and video recording for listeners and viewers to enjoy.
Facebook, with over 2.85 billion users, offers a guide for beginners in its Ads Manager. This step-by-step tutorial, designed for Digital Marketing Bootcamp students, covers how to create custom and lookalike audiences, set up an ad account, and launch a campaign effectively while ensuring proper audience targeting.
Le ottimizzazioni SEO spingono il contenuto verso iper-semplificazioni, estremizzazioni e finte certezza che su grande scala finiscono per avere un impatto importante sulla nostra cultura e societa'.
Use Google Sheets and and Google Maps to find the shortest route among a list of addresses. Learn how to use the power of Google Maps from Google Sheets. It'ss not that complicated.
This article shows a better way to import and link CSV files into a Google spreadsheet. By using a simple technique you can protect your spreadsheet and safely query data from an external CSV even when the structure of the CSV files changes.
There is a better way to use Google Sheets lookup() functions With a few simple examples you will learn how to hide your data (hash tables) and use the functions in a more advanced yet simple way.
Le misure preventive per la pandemia del Coronavirus cambiano molto all'interno delle diverse classi sociali. le fasce più ricche sono ben informate e tendono a proteggersi meglio, le fasce più povere oltre ad essere più vulnerabili per ragioni di salute sono anche meno informate circa la pericolosita' del virus e le misure preventive.
Implementing an FAQ section on product pages can enhance SEO and improve visibility on Google search results. Utilize powerful keywords and JSON-LD structured data to achieve rich results. Dynamic content engagement is crucial for relevance. Consider using JSON-LD tools and resources for optimal SEO strategy.
For your Google Ads to be effective, those 3 things must be 100% aligned & consistent: Triggering keywordsAds title and copyLanding page A discrepancy among those will kill your CTR (Click Through Rate) or CVR (Conversion Rate). Tip #143 – © Franco Folini The additional advantage is that when an ad generates high CTR and... Continue Reading →
Including your product's SKU (Stock Keeping Unit), MPN (Manufacturer Part Number), and UPC (Universal Product Code) in all product pages is necessary for enhancing your PageRank for those codes.The organic visitors you will get, will be at the conversion stage of the funnel with a very high conversion rate! Tip #140 – © Franco Folini Not... Continue Reading →
Don't limit your customers to only one payment option! Let them use their favorite method. The minimum set includes credit/debit card, PayPal, wire transfer (plus terms for B2B). But don't overdo it. Too many options will make the checkout unnecessarily complicated. Tip #139 – © Franco Folini For every vertical market, country, and eCommerce merchant... Continue Reading →
Add Security Seals throughout your store. Make sure they are prominently visible in the shopping cart pages. If your brand is not yet fully established, the seals will increase the trust, in particular for new visitors. Tip #138 – © Franco Folini eCommerce retailers measured an average 3% increase in conversion rate for all traffic... Continue Reading →
Don't offer the same experience to all. Personalize the user experience for returning customers! You have the information to do it! When a returning customer lands on your home page, offer a highly personalized experience. Populate the page with the products he/she checked during the last visits and recommended products based on his/her profile. Tip... Continue Reading →
Many eCommerce customers still like to talk to a real human by phone, mostly in B2B but in B2C too. Get a toll free numberDisplay and highlight it on the header of every pageHave a competent person promptly answering every call (at least during business hours) Tip #136 – © Franco Folini When talking about... Continue Reading →
How to make your content more effective? Create proper subheadings.Use bullet points to organize your content and to attract attention.Improve readability with larger font sizes (recommended: 16px).Add visual content such as videos, diagrams, and real photographs.Generously space the content to make it more readable. Tip #135 – © Franco Folini Content is not only about... Continue Reading →
A Search Bar is a must for every eCommerce! Leverage data in your CMS to implement the search autocomplete. Show search results using a combination of text and images and consistently with your website style. Tip #134 – © Franco Folini Make sure the search bar is always prominently visible at the top right corner... Continue Reading →
Do you want more links, also called backlinks, driving traffic to your website and improving your page ranking? Make sure your content is unique, well-written, relevant, and easy to share and link! Tip #133 – © Franco Folini Once you have created high-quality unique content you can send email to the most relevant website and... Continue Reading →
Only recommend companion products before or after the purchase! Never suggest similar, alternative products. Are you accidentally driving customers away by showing them the wrong products at the wrong time? While it might seem helpful to offer a variety of choices, the timing of those suggestions determines whether you make a sale or cause a... Continue Reading →
Add a Canonical Url Tag to every page! <link rel='canonical' href='...' /> It’s the single most crucial tag to help Google Crawler to understand your website and to improve your SEO. Tip #131 – © Franco Folini The canonical tag will tell Google crawler that a set of pages that differ only for their Url... Continue Reading →
Make sure all crucial content is served as plain HTML and not generated by Javascript script. 80% of eCommerce sites make this mistake. Google Crawler is is getting better at capturing dynamically generated content, but still prefer plain HTML. Tip #130 – © Franco Folini If your eCommerce website or SPA (Single Page Application) is... Continue Reading →
Franco Folini is a marketing trainer and consultant with a background as an e-commerce entrepreneur in Silicon Valley. He taught at UC Berkeley Extension and currently teaches at the University of Strasbourg and Università della Montagna in Edolo, Italy. Recently, he moved back to his native Valtellina in the Italian Alps. Franco frequently speaks about the impact of AI and other technologies on marketing. For more details, visit his LinkedIn profile or email him at folini@gmail.com.