Facebook Tips: How to Use the New Business Page Layout

As you know, Facebook can be an invaluable source of marketing for your e-commerce business. However, keeping up with the ever-evolving social bookmarking service is a challenge. Since we covered Facebook Marketing and Business Pages in our How-To Guide back in February ( see Facebook How-To Guide: Create Business Pages and Ad Campaigns ), Facebook has rolled out changes to Business Pages that directly influence how you use them and how your fans can interact with you on Facebook.

To help you adjust, we take an in-depth look at recent changes made to Business Pages. Plus, we offer tips on how to use new features, such as status updates and Wall feeds to better connect with your Facebook fans.

The New Wall and Tabs Layout

The new Business Pages are designed to make your page look more like a personal profile page on Facebook. If you think of the new Page layout as being divided into three columns, the left-most column is where your brand logo, information, fans, links and admin tool links are located.

The center column, like the new personal profile pages, is the largest by width and importance. This center column is divided into tabs, with the Wall tab being the default. Here the Facebook mini-feed and Wall have been merged into a Twitter-style update feed that puts an emphasis on "what's new" updates on Facebook.

As you make status changes, add links and share other information on your Business Page, it appears in the new central Wall feed. Updates and Wall posts made by your fans are also shown in this feed.

You will also find tabs to access the full-length version of your company information (you can duplicate a portion of this in the left-hand column also), as well as tabs for custom Facebook applications that you choose to add to your Business Page— like RSS feeds, and other applications. Business Page admins can rename and customize these tabs.

The far right-side column is now used to display Facebook ads on your Business Page.

Feed News to your Fan's Feeds

The changes to Facebook Business Pages are tough to digest. While you may find it difficult to adjust your brand pages, there is a silver lining in all this.

(Click for larger image)

(Click for larger image)In the top screen, you can see the Webopedia.com Brand Business Page, where a new Status Update was added. In the second screen, you can see how this News Update is being displayed in a fan's homepage news feed.

The old Facebook Business Pages were static pages that were disconnected from the rest of Facebook and its millions of personal users. With these changes and a new emphasis on news feeds, your Business Page now is more viral, and your brand has more prominence in your fan's news feed.

Let's say you update your status or post a new link or photo on your Facebook Business Page. This update is shown on the homepage news feed of all Facebook users who have become a fan of your Business. Your Business Page news appears right alongside the fan's friend news updates. While a fan of your Business Page is catching up on what's new with friends, they will also get updates from any Business Page they have become a fan of in the same news feed.

This removes the barrier between personal and commercial information fed to Facebook users.

Getting the Most out of your New Business Page

If you had a Business Page on Facebook before the recent changes, you'll want to edit your page layout and also change some permission settings. Here are some tips for getting the most out of the new Facebook Business Page options.

Wall Tab: Remember, the new Wall Feed is now the main focal point for fans and page visitors. It is also the entry point to your Business Page. As an admin you will want to check permissions for what types of updates are sent to your Wall tab. Status Updates: Business Page admins can now share a status updates with fans. These updates will get posted to your Business Page Wall and can be seen by fans in their homepage news feed. Less Custom App Space: With the new layout you will need to look at the custom applications you display on the Business Page in the far left-hand space. Ensure you use this space only for apps relevant to your business—like links, notes or RSS feeds. Applications you add for entertainment that are not related to your business should be moved to a secondary tab that admins can rename to make navigation easier. Also, some apps may also need to be moved to secondary tabs because it requires a display width that exceeds what is available in the far left-hand column in the new layout. Focus on Facebook Content: The recent changes also means you should start adding fresh content and updates to your Facebook Business Page on a regular basis, now that you can blast your updates and status to the homepage news feed of your fans.

Keep in mind that a user can simply click a little X beside your update in their news feed to hide all future news updates about you. While it’s nice to have your brand and updates mentioned in news feeds, Facebook users are less likely to keep receiving your Wall feed if your updates start to outnumber friend updates.

When you update your Facebook Business Page you'll need to find a good balance between getting your business message across to your Facebook fans without "commercially spamming" them. Keep the updates light and useful rather than advertising-heavy.

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How to Use Twitter as an Online Marketing Tool

Expert Tips for a Tweeting Business

It's easy enough to use Twitter, but businesses have to use social media marketing in the same way they use any form of marketing — with a business plan and knowledge — to be successful.

Blogger, social media strategy consultant and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also is the co-founder of Pawfun.com, the custom photo t-shirt site for pet lovers and most recently authored "Debunking Six Social Media Myths " which offers an excellent overview of what social media — and isn't.

In an e-mail interview with Ecommerce-Guide.com, Ochman says that mistakes are easily made when it comes to using Twitter for business. Often, a business hears about Twitter and wrongly expects it to be a substitute for a marketing plan.

Avoid Common Business Twitter Mistakes

It is important to remember that Twitter is just a tool that can be helpful to a business, if you follow the social media rule of thumb. Ochman says that one in every 12 tweets can be about you. The rest of the time you should be answering questions and offer helpful information and share links.

For the most part, a business cannot realistically run a social media campaign in-house. Ochman said, "Most businesses simply haven't spent enough time listening, lurking and understanding the lay of the land in social media. Smart companies hire experienced consultants to help them plan their strategy and to coach their internal team on how to participate effectively."

It is important to remember that social media is just one part of an integrated marketing campaign. "Just as you don't do your own taxes, fill your own teeth, or, hopefully, do your own plumbing repair, it's wise to learn from experts. If your goal is to have your marketing done in-house, it's smart to have an experienced consultant to act as your Sherpa guide, at least initially."

Another common mistake that businesses make is automating the Twitter process. When companies use bots or try to push their message out as if they were advertising they are only going to be ignored or blocked by other Twitter users. On her whatsnextonline.com blog, Ochman tells people, "Don't use programs that auto-follow anyone who follows you on Twitter. It's a social network not a robot network."

Twitter is a worthwhile investment for businesses that use the service as a way to interact socially with consumers, but not for those who use it as their only interaction tool. Ochman said that not all interactions are social on Twitter. Comcast, for example, handles customer service issues; Fresh Books answers questions about accounting. She has also seen Google, Apple and several other companies jump in and answer questions and help solve issues brought up by consumers on twitter.

Dell uses Twitter to answer customers questions.(Click for larger image)

Dell is another company that has had success from twittering. Dell says Twitter has produced $1 million in revenue over the past year-and-a-half through sale alerts. People who sign up to follow Dell on Twitter receive messages when discounted products are available the company's Home Outlet Store. They can click over to purchase the product or forward the information to others. There are now over 150,000 followers for the Dell Home Outlet Store (@Dell).

Amassing a Twinfluence

To drive traffic using Twitter, a business needs to have a Twitter following — that is, other Twitter users who voluntarily "follow" your tweets. When your followers log in to Twitter they will see any tweets you have posted. You can opt-in to receive notification when a new user starts following you on the service, and you can also view the users profile and choose to follow them also. From Ochman's own experience she says that following everyone who follows you is a waste of time.

For a business, the best way to have a large following on Twitter is to be a brand people care about in other mediums. "People got excited about Zappos CEO being on Twitter because we already know and love the brand." Ochman recommends that to develop a following you need to be there where the conversation is happening, and you also need to read and comment on blog posts that are mentioned in Twitter.

Ochman says that Twitter is not a magic bullet but rather a tool — and a great one. She cautions businesses to get a strategy in place for using Twitter.

"Most businesses don't have a Twitter strategy, and this toe in the water thing is just bunk. You need to go where the conversation is happening — you listen, you get an understanding of how the medium works, and then you participate in a meaningful way."

Vangie Beal is a veteran online seller, frequent contributor to ECommerce-Guide.com. She is also managing editor of Webopedia.com. You can tweet with her online @AuroraGG.

How to Use Twitter as an Online Marketing Tool
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How to Use Twitter as an Online Marketing Tool

Like b-blogs (that's business blogs) and social networking profiles, sites such as Twitter offer businesses a new way to market products, promote sales and boost revenue — if you tweet right, that is.

Microblogging — a type of social media Web service that has grown in popularity over the past year — lets you publish short message updates to a blog or microblog service. On some social networking sites, these short updates are called microposts (or status updates on Facebook). On Twitter they are called tweets and can be up to 140 characters in length.

In this Ecommerce-Guide.com How-To we'll show you exactly how easy it is to set-up a Twitter account. Tomorrow, we talk to B.L. Ochman — blogger, social media strategy consultant to Fortune 500 companies — to get tips on how to make Twitter-based marketing a successful endeavor.

TIP: Twitter and similar Web sites have a language of its own. Check out the Ecommerce-Guide Social Media Glossary for help deciphering the lingo.

Getting Started: Ready, Set, Tweet!
Obviously the first step for many will be to get online and create a Twitter account — something that will take you less than five minutes to do.

You log on to Twitter.com , and sign up as a new user by creating a username and password. For a business you can choose a person 'higher up' in the company that people would be interested in following, or if you plan to use Twitter to promote your site content or online deals, then you should use your company name for your Twitter account.

Step 1: Set up your Twitter page.(Click for larger image)

Once signed in you will see four navigation options that you will want to be familiar with. Home is your home page where you see what the people you follow are twittering about and this is where you send out your own tweets. Your Profile shows how your Twitter page looks as others see it, and this shows the tweets you have posted. Find People is just that — use it to find interesting people to follow on Twitter. Settings . Here you can change your account settings, add a small bio, hyperlink to your own site, and also change your profile background image and profile picture. These options enable you to customize your twitter profile to match a theme or your own corporate branding.

For a business, it is best to use a company or product picture that people will be familiar with already. You will also access mobile device settings and turn twitter notifications on or off from the Settings page.

With your account activated and customized, you can start following people sending tweets — messages up to 140 characters — from your home page. To gain a following of users to read your messages, be sure to include your Twitter link on your Web site, blog, and in your e-mail newsletters.

Make a Commitment

One of the worst things a business can do is embrace their consumers in social media then leave them hanging. When you decide to start using Twitter for business, be sure you are ready to make a long-term commitment. Start by telling your customers and brand followers that you are on Twitter. Be transparent and friendly when you address concerns and public tweets made to you. Tweet messages that will encourage a direct response and comments from those following you.

Update your Twitter status every day and make sure you throw out those special links and deals to your Twitter followingв€”keep on giving your followers a reason to stay connected to you and reading your daily updates.

Tomorrow, B.L. Ochman — blogger and social media strategy consultant to Fortune 500 companies — offers more Twitter marketing tips.

Vangie Beal is a veteran online seller, frequent contributor to ECommerce-Guide.com. She is also managing editor of Webopedia.com. You can tweet with her online @AuroraGG.

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People in Business
Facebook Opts for Oodle for Social Classifieds

Facebook Opts for Oodle for Social Classifieds

Facebook has announced a new partnership with online classifieds ad vendor Oodle, which revamped its social classifieds Marketplace. The new Facebook application uses an Oodle-developed interface that lets Facebook users sell, give-away, buy, ask or search for anything they want.

The Oodle Facebook Marketplace currently has 656,460 monthly active members. You can use the application to see what your Facebook friends have posted for sale and what items are available in your local area. You can also use Marketplace to support charities by selling for a cause.

The Marketplace discussion topics and user reviews have not been overly positive since recent changes to the application.  Annoying existing Marketplace users, Oodle was unable to move existing listings over from the old Marketplace.

Also, the new Oodle-driven Marketplace supports only locations in the United States, which has also led to several negative reviews and discussion on the app's Facebook page.

Oodle Facebook Marketplace(Click for larger image)

In a recent update addressing Marketplace users, Oodle posted, "Frankly, we goofed by not launching full international support right off the bat."

Marketplace is expected to launch support for the UK and Canada within the next week with global support to follow. 

Kyozou Integrates with Bidtopia
Toronto-based online auction and e-commerce management solution, Kyozou, recently announced plans for full integration of its online auction technology with Bidtopia.

Currently, Kyozou's tool works with eBay, Amazon and Overstock, as well as with other popular online marketplaces.  Using Kyozou's technology, you can control over their product sales on several marketplaces from one application, including the capability to sell items in you own private marketplace or Web site.

The tool will support all three of the current Bidtopia formats — traditional auctions, inverted auctions and fixed price.


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eWayDirect Brings Browsers Back to Buy

eWayDirect Launches New Re-Engagement ToolOnline marketing company eWayDirect recently launched a new tool that helps e-commerce site owners reconnect with customers who leave without making a purchase.

The new service basically identifies those customers who have previously agreed to receive your opt-in messages but who also fail to make a purchase on your site. Once the potential buyer leaves your Web shop, a customized e-mail — that can be related to the products the customer was viewing — is sent out to the non-buying browser.

EWayDirect says that the Web site re-engagement tool leads to an increase in purchases, and the company claims that using the follow-up re-engagement e-mails can generate up to 10 times more sales than regular e-mail campaign messages.

Marty Donner, Chief Revenue Officer at eWayDirect, said that sometimes a potential customer just needs encouragement. "Giving up on a Web site visitor who has not purchased makes no sense. That visitor was on the site for a reason and may simply need a bit more encouragement," he said.

The company's new re-engagement tool meets all criteria for industry and marketing best practices. For example, the e-mails can only be sent to customers who are in your e-mail database. Additionally, Donner said that a customer will only ever receive a maximum of one e-mail per day, regardless of how many times he or she visits your site and leaves without making a purchase.

Customizing the default re-engagement e-mail takes about five minutes, according to Donner, and no IT help is required. Web shop owners can also customize e-mails in advance so that they relate specifically to the pages or specific items shoppers browsed while on their Web site.

Creating the Right OfferUsing a tool like this, shop owners may be interested in sending special discounts to non-buying customers to encourage them to come back and make a purchase. Donner, however, said that while this action may encourage the customer to come back and make a purchase, it isn't necessarily the best solution.

Laughing, he said, "If you e-mail the customer and invite them to come back for a 20-percent savings, how long will it take to train your customers to never buy on your Web site when they visit?"

Instead, Donner recommends that Web shop owners send non-buying customers their weekly special via e-mail (or any Web promotion that you are already advertising) as the re-engagement e-mail offer.

As you administer your e-mail marketing campaign, eWayDirect carefully tracks e-mail metrics, looking at clicks, open, and unsubscribe rates to make sure your Web site re-engagement results are positive.

The company claims that their clients who have been using the new tool have not seen any increase in unsubscribe rates, but open rates on these e-mails have been as high as 60 percent. Donner believes this is simply because you are able to serve these-mails and target the customer at the right time — when you know they are looking for an item.

The process is much like targeting customers in a retail store while they are shopping — or just before they leave the store — rather than when they are at home, possibly not even thinking about a shopping trip, which is how most mass e-mail campaigns work, Donner said.

Pricing and AvailabilityThe eWayDirect platform is a suite of different marketing tools designed to optimize the conversion of prospects to customers. Clients do not need to pay extra for new features, including the Web site re-engagement tool, as they are able to take advantage of any tool offered as a part of the platform.

EWayDirect pricing is set on a per monthly CPM basis, or cost per thousand e-mails deployed, making the platform affordable for even small Web shops with a smaller customer e-mail database.

Founded in 2000, eWayDirect is a privately held company that integrates a variety of tools for direct marketing, including e-mail marketing, search marketing and social network marketing tools.The company's direct marketing platform offers marketers several tools that are specifically designed to optimize the conversion of prospects to customers, customers to frequent buyers, and frequent buyers to enthusiasts. Vangie Beal is a seasoned online marketplace seller, frequent contributor to ECommerce-Guide.com and avid online bargain hunter. She is also managing editor of Webopedia.com.


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eBay ProStores to Begin Using Online Customer Reviews

PowerReviews, a provider of customer reviews and social merchandising solutions, next week will officially announce that it is partnering up with eBay’s ProStores to provide easy access to PowerReviews Express. PowerReviews Express is an award-winning customer reviews solution designed specifically for small and medium-sized retailers.


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Google CEO on Search, Competition and Mobile Market

Google has become all but synonymous with searching on the Web, but this is no time to sit still. Speaking at the Morgan Stanley technology conference Tuesday, CEO Eric Schmidt described today's search market as a very fluid industry, and reiterated his enthusiasm for the opportunities lying ahead in mobile computing. "It looks like people will move very quickly from one search engine to another," Schmidt said. "A majority of people actually say they use more than one search engine, and of course Microsoft is working very hard to build a competitive search engine," he added, noting the recent leak detailing plans about Microsoft's next steps in the market. In search, Schmidt sees an ongoing challenge from a determined Microsoft, as well as a host of upstart players looking to augment traditional search with semantic data and other information on the Web. Microsoft, for its part, has been talking loudly about trying to resurrect a search deal with Yahoo after last year's abortive negotiations. Schmidt said he would welcome the competition, provided Microsoft played fair. "The problem has to do with Microsoft's ability to use its Windows monopoly to restrict consumer choice," he said. "Anything that Microsoft would do that would eliminate consumer choice with respect to search engines, Internet browsers, distribution — of which it was previously found guilty — are of concern, and there's a history of that." Schmidt's talk comes amid a gloomy economic climate that he warned could get worse before it gets better, sapping the value of tech firms such as his own, which had long seemed impervious to recessionary pressures. Companies across all industries are tightening their belts and reassessing the business value of new initiatives that might have sailed through in flusher times. "For the next few quarters, things are going to be very, very tough, so we're talking about 2010" before the economy begins to right itself, Schmidt said. "Everyone's sort of assuming that 2009 is a tough, tough year." The online ad industry may be better positioned to weather the economic storm than other sectors of the economy, but Schmidt said Google is by no means immune. "Google management spends most of its time doing business reviews today," he added. "I think the situation is pretty dire. The combination of everything that we have seen does not appear to have a current bottom." Serving ads along side the search pages users see on their PCs will remain the core of Google's business in the near term, but Schmidt was characteristically optimistic about the future of mobile computing. He looks for Google's revenue from mobile search to eclipse search on the PC over the next several years — "not decades" — as smartphones become increasingly sophisticated and affordable. "The fact of the matter is that mobile devices are going to be the majority of the way that people get information," he said. "The argument is relatively simple: You already have them. They're called your phones." He also took note of the netbook phenomenon, where smaller, lightweight laptops are making significant inroads in the traditional PC business. "What's particularly interesting about netbooks is the price point," he said "Eventually it will make sense for operators and so forth to subsidize the use of those books so they could make services revenue and advertising revenue on their consumption. That's another new model that's coming." New Frontiers for GoogleIn his far-ranging talk, Schmidt touched on several other fronts of Google's business, including the ongoing integration of the businesses of ad giant DoubleClick. Despite the harsh effect the economy has had on display ads, Schmidt cited that as one of Google's most immediate areas of expansion. But rather than the static banner ads that many people have come to know and ignore, Schmidt looks to video and interactive rich-media ads that would do a better job of engaging a Web user. To that end, Google continues to work with major advertisers, such as Proctor & Gamble, to help them develop online advertising strategies. Last fall, the two companies swapped employees for several weeks in an attempt to hone P&G's Web strategy and enhance Google's position among the dominant company in the consumer-products sector. Schmidt said that Google is planning similar exchanges with other companies, but declined to name them as details are not finalized. The online video arena, where Google has a vast reach with the wildly popular YouTube, has thus far yielded disappointing monetary returns. Schmidt said that monetizing YouTube remains a work in progress, and that Google is pursuing licensing and distribution deals with content producers to make money off things like music videos in a model similar to Apple's iTunes. He also said that YouTube is planning to roll out more long-format and high-definition video content. This article by Kenneth Corbin appears courtesy of InternetNews.com.


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E-Commerce Site Design: Setting Up Blogs for Business

If you haven't added a blog to your online store, given the state of the economy, now is a good time to consider doing so, as they can be an affordable way to market your e-commerce site.

For some Web shop owners, it is the perfect forum for offering insider tips and sharing your expertise, while for others, it's a great way to involve customers in the buying experience by either discussing products or topics pertinent to your business or by simply keeping them updated on company news in a more personal way.

To help you decide if blogging will add value to your online store I'll explain what blogs are, how to integrate one into your site and explain what a blog can do to help you build your brand.


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E-Commerce Profile: PillowDecor.com

Even in a recession pillows still sell.

People wanting to make a change in decor without the expense of buying new furniture will often look to accessories like pillows — add in the fact that pillows are usually replaced every two to five years — and you have a niche, recession-proof product.

With smart marketing and a great product selection, Pillow Decor has a cushion against the recession.

From classic styles to bold and beautiful, PillowDecor.com is truly a pillow superstore offering consumers over 1,200 unique decorative pillows. The company, Pillow Decor Ltd. was founded in September 2005 as a retail showroom and warehouse in Vancouver, British Columbia. The company launched its online Web shop, PillowDecor.com six months later in March, 2006.

Prioritize: Start With the Right Cart

Jonathan Forgacs Co-Founder of Pillow Decor Ltd. said that much of that six month period between opening the showroom and launching the site was spent reviewing online cart systems and providers. "For us, that was absolute key—we took a very detailed approach to finding the right e-commerce provider to launch and grow our online business with."

In the end, Forgacs and his business provider decided on Volusion, a decision they are still content with having made. "One very important thing for us was to find a system that would support not only unlimited products but categories and sub-categories. Some of the systems we reviewed had caps on the number of categories you could use, and for what we had, a platform that would accommodate a large growing number of products and categories right from the start was essential."

Another issue that encouraged Forgacs to consider Volusion, is that they offer software licensing opportunities when your business grows. At this point, Forgacs said you can bring the software in-house, and while you are no longer supported by Volusion, you have access to the code and you can modify it.  This lets you keep the same cart and system in place but modify Volusion to meet your growing business needs. This means you can grow and not worry about the hassles associated with switching providers or systems down the road.

Forgacs said that Volusion offers small businesses a lot of functionality—when you first start off you may find that it has a lot of features you won't use, but as your business grows those features become more important—things like integration with vendors and supplies for automated fulfillment and restocking. Volusion also offers integration with QuickBooks, but presently only the US-version, something Forgacs hopes to see change with the creation of a Volusion user support group in Vancouver.

Even In a Niche, Be Different

Also adding to the success of PillowDecor.com are the company's products and reputation. Forgacs said that the company works hard to distinguish itself from the 'Ikeas and Pottery Barns' of the world offering standard $9.99 poly-fill pillows. A look through the selection of product on the Web site shows that PillowDecor indeed stocks quality products, setting it apart from competitors.

Forgacs says that there is no reason why you can't be a niche retailer and still offer a large selection. "We really work hard to offer good value, quality fabrics, and enough of a selection to suit any personal taste and style."

PillowDecor.com offers products to suit everyone — from the budget-conscious to the no-spending-limit shopper.  While many products on the site fall into the $39 to $79 mid-point price range, PillowDecor also offers many styles under $39. On the higher-end scale of the pillow decor business, you'll also find some beauties that one would never find at their local department store chain, such as a hand-painted accent pillows and the Secret Garden, a 24x24 inch pillow bursting with rose buds sewn. The selection is vast and most unique.

In addition to offering a large selection of product, Forgacs said that you also have to offer excellent customer service. Forgacs said that the Pillow Decor showroom accounts for less than 10-percent of the total business. The showroom provides Pillow Decor with an auxiliary business and it provides a place where the company can package, ship and provide customer service. He said, "Pillows are the type of product that is really a high 'touch and feel' item. It is not uncommon to take a call and have stuff pulling items and putting pillows together to send a customer a photo so they can see the overall collection before buying."  

Cross-Borders Retail Issues

Even though Pillow Decor Ltd. is a Canadian business, less than two percent of its sales are in Canada. The business model itself targets US customers and the default currency on the site is in US dollars also. From a customer's perspective, when you are shopping online it really doesn't matter where the business is based, so long as you find what you are looking for at the price you want to pay. 

Some issues that PillowDecor.com faces is competing with US-based businesses that are able to offer free or deeply discounted shipping. The cost of shipping an item from Canada to the USA is quite a bit more than domestic US shipping. Still, the site offers free shipping on orders over $100 (in the US and Canada) and flat fee shipping on all other orders to stay competitive.

Additionally, Canadian Web shops may also find shipping and border issues make it difficult to really offer the attractive return policies that customers tend to look for when buying online.

Overall Forgacs believes that Canadian business are extremely disadvantaged when selling to the United States. He said, "Canadian ecommerce, in general, really needs to be more innovative and in many ways be better structured. Shipping costs and border duties will always be an issue, and in the end you have to think of it as an ongoing administrative cost—it is simply the cost of doing cross-border business."

Marketing and Growing PillowDecor.com

After discovering PillowDecor.com and learning more about the business, I was quite surprised to learn that the company didn't put much effort in to e-mail marketing campaigns, and was doing very well without going overboard on marketing. Forgacs says that in the past they have dabbled a bit in affiliate programs, and some social media opportunities, including doing a blog. The reality is that unless you can dedicate the time and staff to constant monitoring and development of these marketing strategies you won't go far. Forgacs said their endeavors weren't hugely successful, but that is because you really only get what you put in to these marketing channels, and the company currently doesn't have the extra staff to commit in many areas of online marketing.

Instead, the company has focused on SEO right from day one and that is their primary focus in terms of advertising. A quick Google search for related terms shows that the heavy investment in SEO has really paid off for PillowDecor.com.

The company has also reports success with pay-per-click Google Ads, but Forgacs says that they don't  get too hung up on micro managing the process. He said, "If a campaign moves up or down, we adjust accordingly but we don't let ourselves get too bogged down with it."

Interestingly enough, the Google ads worked better than expected. In addition to bringing customers to their site, the company found that it also worked well in terms of lead generation within the wholesale and hotel and hospitality industries.

Going forward, Pillow Decor plans to focus on the wholesale  hotel and hospitality industry clients to boost their business and revenue. While this is a market they have already tapped in to, they plan to greatly expand this business sales channel throughout 2009.

Vital StatisticsName:PillowDecor.com Ltd.Founded:September 2005; Web site launched March 2006Sales/revenues:2009 Estimated at $1.8 millionPayment solution:MonerisHosting provider/Cart:Rack Space; VolusionNumber of employees:Eight.

> Vangie Beal is a seasoned online marketplace seller, frequent contributor to ECommerce-Guide.com and avid online bargain hunter. She is also managing editor of Webopedia.com.

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Cell-ebrate More Sales with E-Commerce iPhone Apps

If you've been looking for a reason to treat yourself to an Apple iPhone, consider this: the iTunes Store offers thousands of free and otherwise affordable apps, many of which can help you manage and market your e-commerce business. And let's face it — there's no denying the popularity of this gadget, so why not capitalize on it? Whether you want to extend your branding and marketing on a mobile platform, actually sell products or just want to manage your online business, the iPhone can help. Here are some top picks for e-commerce apps to get you started.

Analytics Pro; $3.99
If you're not using Google Analytics to measure your Web site's performance, you're missing out. Not only does it provide detailed statistics on site visits, page views, traffic sources, and more, but it's completely free. Now you can access the same detailed reports that Google Analytics offers with an easy-to-navigate iPhone app. Analytics Pro lets you view stats for multiple sites, making it easy to manage several at once. We're thrilled that the latest version added a landscape mode so that users can view reports by holding their iPhones sideways. That extra room makes it much easier to read report information.

Cellfire Mobile Coupons; free for application, contact for service pricing
This iPhone app isn't for you, but for your future customers. Cellfire is a free application that delivers digital coupons to cell phone users (the company offers applications for other phones besides the iPhone). Business owners can choose who sees their coupons based on region, so if you're a local company only locals will see your offer. When people use the app, they choose the coupon they want to view from the Cellfire interface, then press a button to use that coupon when they're ready to pay for the product or service.

Business owners can place limits on how many times coupons are viewed, to prevent overuse. Unfortunately, Cellfire doesn't list pricing information and refused to offer any numbers when we called, so you'll have to use the company's contact form to find out how much it costs to be listed.

Credit Card Terminal; $49.99
Sure, you love the work, you love being your own boss, but nothing beats getting paid — now. With Credit Card Terminal, that expensive iPhone can start earning its keep. You'll need an Authorize.net account to use it, so sign up for a merchant account first, if you haven't already. Once you're done, you'll be able to set up Credit Card Terminal in less than five minutes. You only need to enter your ID and transaction key once; the app remembers that information afterwards. Enter a customer's credit card number, expiration date, payment amount, and zip code and you're all set. The app offers fraud protection, including AVS (Address Verification Service) and Card Security Code (CVV2/CVC/CID), so you don't need to worry about getting scammed. Once you send a transaction, you'll know instantly whether or not it was approved.

Ring It Up POS; $39.99
If you don't work out of an office, but instead visit your clients at their homes or offices, Ring It Up POS helps you get paid quickly and keep track of sales. Once you've downloaded the app, create a catalog with your entire inventory of goods and services (including any discount coupons). Then, after you've made a sale, you can create an invoice of the transaction just by tapping the purchased items.

What makes the app essential is that it can work with Credit Card Terminal to process purchases. Use the app to send receipts of the transactions to your customers when you're done, so that you never have to bother with printing out a paper receipt.

Salesforce Mobile; app free but requires account
If you're already a Salesforce CRM customer, you'll love having this app on hand. It puts all the tools of Salesforce in your pocket, so that you can spend more time away from your computer. With it, you can view dashboards of sales numbers, log your customer calls, access current account activity, and respond immediately to new leads.

The app can even uses the iPhone's built-in GPS to create map views. If you're new to Salesforce, the company offers a 30-day trial for new customers, but be clear on the pricing, extras, and features you're purchasing before you sign up.

SunShop Tool; $6.99
For those who use SunShop shopping cart software, this app is the perfect extra. SunShop lets small business owners create an online store and costs $249.99 for a standard license. Use it to create a customizable online presence in minutes and accept credit cards. With the iPhone app you can view up-to-the-minute sales statistics and monitor your store's performance wherever you go.

The app lets you view a week of sales data (we wish it were more) and view specifics on each order. You can use it to check out how much your store has taken in each day and how many transactions you've made. It's quicker and easier than logging in with a laptop throughout the day.

Thirsty Pocket; free
For quick one-time sales, you've got to check out Thirsty Pocket. This app is like a mobile version of Craig's List, but better. You simply snap a picture of what you're trying to sell using the iPhone's camera, write a brief description — and you're done. We love that there's no need to create an account, since the app creates one automatically.

All personal data is encrypted, so while interested buyers can e-mail you through the app, they'll be sending notes to an encrypted address. It's a great way to quickly list items you need to sell, without the hassle of doing so through your home computer.

Worthwhile MentionsMarketingProfs: This free app delivers quick-read articles from MarketingProfs.com, all of which help you better brand your business. MarketingProfs Q & A: A free partner app to MarketingProfs, this app delivers forum content from MarketingProfs.com. Read through other people's e-commerce questions or pose your own. PlanPlus: A must-have free app for FranklinCovey PlanPlus Online customers, it provides online synchronization of your datebook, calendar, and contact info. Troy Dreier is a regular contributor to Wi-Fi Planet, Web Video Universe, PDA Street, Intranet Journal, and Laptop Magazine. He also writes a weekly consumer technology column, which is published in the Jersey Journal newspaper and distributed by the Newhouse News Service.

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E-Commerce Site Design: Fixing Problem Backgrounds

Mismatched photos are the bane of Web designers. You've probably already encountered the scenario where you have some product images for your e-commerce site that don't match the look of the photos elsewhere on your site or that have ugly backgrounds. It might be that you've taken a product photograph using a different background than the one you used elsewhere, or, the photos might have been provided by different manufacturers and so differ in appearance in regard to backgrounds. Blur > Gaussian Blur. You'll want to use a radius value that blurs the background but without making it look totally unrealistic.

Return to the image and make a rough selection around the product or subject that you want to remain in focus. (It is often easier to do this if you hide the blurred layer by disabling its visibility icon and make your selection using the image data on the underlying layer.) When the selection is made, click the blurred layer to ensure it is selected and click its visibility icon to display it again. Hold the Alt key as you click the Add Layer Mask icon at the foot of the Layers palette. This adds a Layer Mask that reveals the underlying layer only in the selected area so your product is in sharp focus and the rest of the image is blurred.

You can remove distracting color from a background by desaturating the background.
(Click for larger image.)You can also reduce the impact of a distracting background by converting it to black and white or by partially desaturating it to remove some of its color. This effect can be combined with a blur so you can blur and desaturate a background. To convert a background to grayscale, follow the steps for blurring the background and, instead of blurring it, desaturate it by choosing Image > Adjustments > Hue/Saturation and drag the Saturation slider to -100. Alternately, you can use your favorite method of converting a layer to grayscale. Then, when you add the layer mask to the top layer, you'll see the colored layer through the mask.

Replace the BackgroundAnother solution for fixing the background of an image is to replace it entirely. To do this, you will need a replacement background, for example, another image, a solid color or a gradient fill. In this scenario you will make a cutout around your product and then drop in a replacement background below it. For this to be successful, you will need to pay attention when using the selection tool to ensure you don't have jagged edges when trimming around the item.

You can replace an image background if desired to give it an entirely new look.
(Click for larger image.)Start by converting the background layer of your image into a regular layer by double clicking it and click Ok. Make a selection around the subject and then click on the Add Layer Mask icon at the foot of the Layers palette. This isolates the object from its background. At this point you can make adjustments to the mask by painting on it with black to remove areas of background and painting on it with white to reveal parts of the image that you may have removed in error.

Once you have a good mask in place, drop a background behind your cut-out object. To use an image as a background, drag and drop the background layer from a second image into this image and drag its layer to the bottom of the Layer palette. To create a custom background, create a new layer and create your background on it by filling it with a solid color or a gradient fill.

When this is done, you can soften the edges of the image by clicking on the Layer Mask thumbnail, choose Filter > Blur > Gaussian Blur and apply a small radius blur to the mask. This will softens the mask's edges and help blend the image into the underlying layer.

Using a layer mask and the Color layer blend mode you can recolor an image background.
(Click for larger image.)Changing ColorIn some cases all you need is to change the color of the image background to better match the other images on your Web site. To do this, first make a selection around the object, then with the selection still active, choose Layer > New > Layer and click Ok. Hold the Alt key as you click the Add Layer Mask button on the foot of the layers palette. This adds a layer mask to the new empty layer.

Set the layer blend mode to Color, select the color to use and paint on this new layer with the paintbrush. The mask will prevent the paint from spilling over the subject of the image. When you paint on this layer, you retain the texture of the image background as you recolor it.

Bottom Line: Don't Distract, Convert!When an image has a distracting or unmatched background, it makes your merchandise much less appealing to shoppers. So, do make the time to address the issue. You have a number of options available for fixing the problem. Which technique you use will depend on the result you need to achieve but with a little time and expertise you should be able to blend the image in with the others on your Web site and turn browsers into buyers.

Helen Bradley is a respected international journalist writing regularly for small business and computer publications in the USA, Canada, South Africa, UK and Australia. You can learn more about her at her Web site, HelenBradley.com.


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