Marketing Your Ebay Business


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A presentation on how to write descriptions, market and build your brand from eBay business owners.

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Marketing Your Ebay Business

  1. 1. Marketing Your eBay Business
  2. 2. Presentation by Cindy Shebley Copyright 2008
  3. 3. Many people feel like selling and marketing is almost the worst job………
  4. 4. When most people think of marketing they think of the used car salesman…
  5. 5. Neither of those are true. It’s going to take some time, but once you’ve built a loyal base of buyers you’re going to find it’s a lot easier to sell to your goods. In this presentation:
  6. 6. Marketing eBay Style <ul><li>Improve sales by writing effective listings </li></ul>
  7. 7. Marketing eBay Style <ul><li>Use the tools eBay provides you as an eBay store owner </li></ul>
  8. 8. Marketing eBay Style <ul><li>Show you how to use eBay’s social networking features to build loyal customers </li></ul>
  9. 9. What are your goals?
  10. 10. Set your goals – look at what your company is, who you want it to be and what the outcome of your business is.
  11. 11. When you have a business plan, it will be much easier to create a marketing plan with actionable goals.
  12. 12. Build A Marketing Plan <ul><li>Who’s your ideal client? </li></ul><ul><li>What do they like </li></ul><ul><ul><li>Where do they go on vacation </li></ul></ul><ul><ul><li>Where/how do they shop </li></ul></ul><ul><ul><li>How old are they </li></ul></ul><ul><li>Where are they going to ‘hang out’? </li></ul>
  13. 13. Old style marketing is out!
  14. 14. Word of Mouth Buyers have always shared advice with each other about purchasing decisions and now it’s as easy as a few mouse clicks. People find opinions on every product or purchase from a trusted peer by using the Internet. And we internet sellers can harness that power!
  15. 15. Security & Confidence 88% reported they are more likely to buy from a company they trust* First step is understanding what exactly a customer wants from you: *from the Edelman Trust Barometer
  16. 16. The Edelman trust barometer further states: <ul><li>“ the most powerful drivers of trust are quality of products or services, customer service and a company’s overall reputation ” </li></ul>
  17. 17. Trust = Customers Although you may think these are simply the mechanics of selling on eBay, how you present yourself and your store is marketing your business.
  18. 18. Be Consistent <ul><li>Create a uniform template and use it through-out your listings </li></ul><ul><li>Hire a designer or use a free service like </li></ul>
  19. 19. Know Who Your Customer Are so you can talk to them in their language
  20. 20. Fair Terms Of Service Want to know a marketing secret? 70% of shoppers say a return policy is very important in a purchase decision.
  21. 21. Respond Quickly
  22. 22. Create A FAQ via Ask The Seller A Question
  23. 23. You can set up a ‘Frequently Asked Questions’ (FAQ) display for your buyers. When they hit the ‘ask the seller a question’ the FAQ questions will be displayed from a drop down menu.
  24. 24. Follow Through “ I twittered about my love of, and they twittered back. And Fast!”
  25. 25. “ American Airlines is now my mortal enemy. “ “ I got the same message. Good luck with that American. “ “ Bogus. If AA doesn't show up in my Kayak results, I'll just have to assume they don't fly between LA and Chicago anymore. “ An unhappy customer is likely to tell many more people about their experience than the happy one did. An unhappy customer posting on a Blog for hundreds or even thousands of readers is something you really don’t want.
  26. 26. eBay Listing Upgrades 2% or less
  27. 27. Now that we’ve covered customer service as marketing, let’s look at the tools eBay provides
  28. 28. Subtitle Branding your business with the subtitle gives you a lead on the competition. A consignment seller in a certain industry can make it easy for repeat purchasers to find you while looking through the listings by using a simple subtitle like: “ Another great auction by ABC Trading Company.”
  29. 29. Sell on International Site <ul><li>13% increase in bidding activity if you offer it for sale internationally </li></ul><ul><li>6% improvement in sell-through-rates if available to Canadian shoppers </li></ul><ul><li>Approx 44% of eBay users are outside the USA </li></ul>
  30. 30. Gift Icon Add the gift icon at the end of your listing title as a way to up-sell your buyer. Time starved customers will happily pay a little extra to have you wrap their gift and send it to the recipient.
  31. 31. Bold – Border - Highlight
  32. 32. Write An Attention Getting Listing <ul><li>Simple Things To Optimize Sales </li></ul><ul><ul><li>Tell them benefits over features </li></ul></ul><ul><ul><li>Relieve customer anxiety </li></ul></ul><ul><ul><li>Add a sense of urgency </li></ul></ul><ul><ul><li>Ask for the sale </li></ul></ul>
  33. 33. Long or Short Sales Copy? Bar of soap = short Unknown Gadget = long
  34. 34. WIIFM “ What’s in it for me?” It doesn’t matter what the product is – WIIFM is the number one question on the buyers mind. It may sound jaded but that’s the truth, your customers whole reason for considering the purchase is about them, not you.
  35. 35. Benefits Over Features <ul><li>Benefit tells a customer how it solves a problem or will improve their lives </li></ul><ul><li>Feature talks specifically about the product </li></ul>
  36. 36. Sample <ul><li>Feature: “Mint Flavored Toothpaste” </li></ul><ul><li>Benefit: “Minty fresh flavor delights your taste buds and leaves your smile sparkling white.” </li></ul>
  37. 37. Add A Sense Of Urgency
  38. 38. Your buyers are interested in buying, you’ve brought them all this way it would be a shame if they decided to click out and do a little price comparison shopping now wouldn’t it? You know it’s likely once they click out they’ll never return. The listing must have a ‘call to action’.
  39. 39. Your job is to get the buyer to click on one of those buttons instead of the ‘add to watch list’ link. Offer: - Limited quantity - Bundle products – make them limited editions - Put time limits on your special offers
  40. 40. Ask For The Sale “ Click the buy now button to get this to you ASAP” “ Don’t miss this auction by forgetting to bid - scroll down and place your bid now”
  41. 41. Incentives & Rewards <ul><li>My Store Rewards (repeat buyer rebate program) </li></ul><ul><li>Add a value added bonus (create an user guide and press it onto a CD or print it out) </li></ul><ul><li>Combine Shipping </li></ul>
  42. 42. PACKAGING <ul><li>Label on the box – who’s it from? </li></ul><ul><ul><li>Using services like endica & can help branding </li></ul></ul><ul><li>Unboxing – how’s your item wrapped? </li></ul><ul><ul><li>Make sure your item wrapping matches expectations </li></ul></ul><ul><li>Toss-ins </li></ul><ul><ul><li>Use or create your own material </li></ul></ul>
  43. 43. VistaPrint PDF
  44. 44. About Me
  45. 45. Sticky Note - WIIFM
  46. 46. Build Your Brand With An eBay Store <ul><li>Hire a designer: Sharon Ware Dandelion Consulting her url: </li></ul><ul><li>Use templates available from eBay at: </li></ul>
  47. 47. RSS <ul><li>R eal S imple S yndication – turn on your feeds </li></ul>
  48. 48. Markdown Manager Shoppers love sales and this is one way to entice them into buying or returning.
  49. 49. Promo Boxes
  50. 50. Newsletters
  51. 51. Newsletters “…but I only have a few names on my list….”
  52. 52. Newsletters Harris pole study 68% of online shoppers fell compelled to browse an online retail website after receiving an email from the store
  53. 53. What to write about? <ul><li>Newly listed items </li></ul>
  54. 54. What to write about? <ul><li>Newly listed items </li></ul><ul><li>Special email members only </li></ul>
  55. 55. What to write about? <ul><li>Newly listed items </li></ul><ul><li>Upcoming limited editions </li></ul><ul><li>Sales </li></ul>
  56. 56. What to write about? <ul><li>Newly listed items </li></ul><ul><li>Upcoming limited editions </li></ul><ul><li>Sales </li></ul><ul><li>Build rapport by writing tidbits about you company, product benefits or information related to the products you are selling </li></ul>
  57. 57. My World
  58. 58. Adding Modules to build SEO
  59. 59. Bio <ul><li>What Everyone Should Know About Me </li></ul><ul><li>Things that I Sell </li></ul><ul><li>Things that I buy </li></ul><ul><li>Hobbies – Movies – Music – TV Shows </li></ul><ul><li>Fill In Your Own Stuff </li></ul><ul><li>Business Information </li></ul>
  60. 60. Let’s Start Networking Social Marketing on eBay
  61. 61. Back To Trust!
  62. 62. Time Make no mistake; social marketing takes time to succeed. You must build relationships with potential clients and participate in their chosen venue. Think of it as online networking. When you network outside your business, whether in person or on the web it takes ‘face’ time. You must be present.
  63. 63. Find Your Community
  64. 64. eBay’s Community
  65. 65. Neighborhoods
  66. 66. Neighborhoods Product thumbnails Product Reviews Blogs
  67. 67. Discussion Boards
  68. 68. Groups
  69. 69. Groups Your Private Club
  70. 70. Reviews & Guides
  71. 71. Reviews
  72. 72. Guides
  73. 73. eBay Blogs
  74. 74. Watch For The Book The eBay Marketing Bible By Cliff Ennico & Cindy Shebley
  75. 75. Photos in this presentation were used under creative commons license Thanks to the photographers of Flickr!