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  • Welcome + notes (what we do at eBay, empowerment marketing, eBay marketing activities)\n
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  • It is a privilege for us to host you at eBay On Location, and my vision is for you to learn a lot this morning.\n
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  • Also known as the sales funnel\nUnderstanding key metrics of your eBay business can help boost your sales this holiday season. The eBay Listing Analytics application, available free for all sellers, will give you insight into your "sales funnel" — the rate at which buyers see, click, and buy from your listings. How do my listings rank for a given search? \nWhat does my sales funnel (impressions, clicks, sales, and sold items) look like for my active listings? \nHow do my listings compare to the top five listings showing up on the first page of search results (impressions, average views, etc.) for a given query? \nWhat are best practices for getting more buyers to click on my listings and buy after they click them? \n
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  • A search engine is storing the full html code in their database.\nContent that is not extractable from the html, will not be seen as part of the page content.\nThis is the case for text in images, rich media or flash!\n\nThe header and html mark up are part of the page content and how the page is constructed.\n
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  • Edelman's 2011 Trust Barometer®, the firm’s 11th annual survey, gauges attitudes about the state of trust in business, government, NGOs and media across 23 countries. These are the basics – your feedback on eBay. Your policies. For example, 70% of online shoppers say that a return policy is VERY important in their purchase decision.\n
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  • The goal of Best Match, eBay's default sort order, is to help buyers find just what they're looking for from sellers they trust. For you as a seller, this means getting your listings in front of the buyers most interested in your products. There's no "silver bullet" for getting a good position in search. Many factors are considered in Best Match and can vary with different circumstances. But the bottom-line best practices for optimizing your position in search are consistent with good business practices for maximizing sales. And, it's important to follow these best practices better than your competition: \n
  • The goal of Best Match, eBay's default sort order, is to help buyers find just what they're looking for from sellers they trust. For you as a seller, this means getting your listings in front of the buyers most interested in your products. There's no "silver bullet" for getting a good position in search. Many factors are considered in Best Match and can vary with different circumstances. But the bottom-line best practices for optimizing your position in search are consistent with good business practices for maximizing sales. And, it's important to follow these best practices better than your competition: \n
  • Let me frame it this way – we call it international sales. But in today’s world, its about selling to anyone, anywhere, at anytime. Boundaries are blurring and the idea of a consumer being on a mobile device or in another country is largely irrelevant. For most of you – and sometimes it depends on what you sell - you should be marketing to global consumers.\n
  • Now that you’ve learned about the importance of search engines, some of the marketing basics, lets talk about optimizing for your buyers.\n
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  • If you've ever sold on eBay, you know the first step to creating a listing is coming up with a title. The first step to creating a great listing? Come up with a great title. Terapeak Keywords is a free tool that helps sellers optimize their listing titles. Powered by the marketplace leaders in eBay research, Terapeak Keywords asks users to type an item's name/description into a search field. It then samples 100 recent eBay listings that have also included the specified search term(s), and automatically produces a list of related keywords accompanied by average prices and other metrics. By clicking the most valuable relevant keyboards and adding them to your listing, you can continue to build your title until you've used up all 55 characters. And as any eBay seller should know, every character counts! For more comprehensive eBay research, check out Terapeak's full version. Not only does it its keyword research tool sample 1000 listings per report, it can also research up to 90 days of closed eBay listings, as well as two years of category trends. Terapeak also comes with seller research, hot products research, Value Track, and more. For further information, check out Terapeak for more advanced tools in the eBay application catalog.\n
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  • BAY ESTIMATOR IS HELPING EBAY SELLERS USE TITLES THAT WORK! \nBay Estimator is a nifty little tool born in the ERL with the intent of making sellers \nmore effective when posting their items for sale on eBay. While the tool is experimental, \nit has tons of great feedback from people all around the world.\n\nThe eBay Labs Estimator is a free tool that helps you optimize your keywords in your eBay item titles. The trick with writing titles is writing them in a way that buyers will find them in searches. You have to think like a buyer, not a seller. Titles should be written for the search engines, descriptions are written for humans to read. Here is a great video that demonstrates this tool.\n
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  • eBaySaurus is a semantic network giving an insight into the search terms and vocabulary of the eBay community. Rather than offering traditional search results it displays new search terms by adding in words associated with the original search string based on what the eBay community are looking at.\n
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  • For example: if your item is new but you don't specify it, buyers who narrow their search to find only new items won't see your listing. \n
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  • Guides enable eBay members to share their expertise on any topic or category. Whatever your interest or expertise, you can write a guide on it. Possible topics include:How to Plan the Perfect Vacation \nTips on Decorating a Dorm Room \nThe Essential DVD Collection \nAll About Podcasts & Podcasting \n\nGuides One of our favorite free eBay tools are Guides. You don’t even have to have a store subscription to create reviews and guides, and they can boost your business in just a few short weeks. When we develop eBay stores and selling strategies for our customers, one of the first things we recommend is writing at least one guide related to the products they are selling, if not more. You can write a guide about anything and write as many guides as you’d like as long as they aren’t identical content. For example, if you are selling collectible figurines, consider a guide about care and cleaning. If you are selling home décor items, why not write a guide about the hot new trends for the coming season. These guides not only show your expertise in your field, they are search engine magnets. Place keywords throughout your guide and set up your tags (keywords and keyword phrases) correctly and you can show up on Google within a week. eBay Guides are rich in content, which the search engines love, and coupled with eBay’s powerful keyword positioning, these guides are a surefire way to get quick exposure for your business. oasisconnect \n
  • Guides enable eBay members to share their expertise on any topic or category. Whatever your interest or expertise, you can write a guide on it. Possible topics include:How to Plan the Perfect Vacation \nTips on Decorating a Dorm Room \nThe Essential DVD Collection \nAll About Podcasts & Podcasting \n\nGuides One of our favorite free eBay tools are Guides. You don’t even have to have a store subscription to create reviews and guides, and they can boost your business in just a few short weeks. When we develop eBay stores and selling strategies for our customers, one of the first things we recommend is writing at least one guide related to the products they are selling, if not more. You can write a guide about anything and write as many guides as you’d like as long as they aren’t identical content. For example, if you are selling collectible figurines, consider a guide about care and cleaning. If you are selling home décor items, why not write a guide about the hot new trends for the coming season. These guides not only show your expertise in your field, they are search engine magnets. Place keywords throughout your guide and set up your tags (keywords and keyword phrases) correctly and you can show up on Google within a week. eBay Guides are rich in content, which the search engines love, and coupled with eBay’s powerful keyword positioning, these guides are a surefire way to get quick exposure for your business. oasisconnect \n\nQuick Steps to Creating an effective Guide: • Include your company name or user id in your guide so it’s easy for potential customers to find you. • Use your keywords three times in your guide. • Give juicy information in your guide. This is not a place to promote your store or what you are selling, but rather to give information about the types of products you sell. What’s the best way to use your product? How do you take care of it? Why it’s considered the best in its class? • Link to your eBay listings or eBay store from your guide. The eBay guide wysiwyg tool makes it easy to create an attractive guide, adding pictures and links back to your eBay listings! • Make sure you have listing related to your keywords so eBay places your listings alongside your guides. • Be sure to sign your guides by inviting customers to visit your store and link back to your home page. We also recommend adding your logo at the bottom of each guide. • Add *tags*. eBay gives you spaces for up to 10 “meta” tags, keywords and keyword phrases that make it easy to search for your guide and can get picked up by the search engines. • Ask your fellow eBayers to vote on your guides. Once you’ve gotten a few “helpful” votes, you will gain a Top 10,000 Reviewer icon next to your name. Customers will read your guides and feel comfortable doing business with you because you know your products so well. Potential customers will find you through your guides and become new customers! And, the most popular guides may appear on the Reviews & Guides Home page, in the “Most Helpful Member Guides” section. oasisconnect \n\nCreating *TAGS* for your eBay guide and Blogs Entering search tags – or keywords and keyword phrases – in member features like eBay My World, Blogs and Guides identifies topics and concepts unique to content you create. Search engines hunt for tags embedded in web pages to return in search results. Using search tags can set your Guide apart from others with more general content. But make sure you use tags that are relevant to the content you are writing about or you run the risk of your tags being considered spam. You can have up to 10 tags altogether, and each tag can be a word or phrase of up to 4 words each. oasisconnect \n
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  • Guides enable eBay members to share their expertise on any topic or category. Whatever your interest or expertise, you can write a guide on it. Possible topics include:How to Plan the Perfect Vacation \nTips on Decorating a Dorm Room \nThe Essential DVD Collection \nAll About Podcasts & Podcasting \n
  • Blogs, YouTube, Facebook, Twitter, and other publishing platforms are giving everyone a "voice," including organizations and their customers. So how do you create the bold stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success with a one-stop source on the art and science of developing marketing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online-and using them to establish credibility and build a loyal customer base.\n
  • Blogs, YouTube, Facebook, Twitter, and other publishing platforms are giving everyone a "voice," including organizations and their customers. So how do you create the bold stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success with a one-stop source on the art and science of developing marketing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online-and using them to establish credibility and build a loyal customer base.\n
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  • A My World page complements your About Me page and enables you to showcase your personality and interests by combining many of the features already available on eBay. Think of My World as your place to show the rest of the eBay Community who you are on eBay. You can customize your page's look, layout and content through a variety of available features and modules. \n\nhttp://myworld.ebay.com\n\nWhat Modules are available? • Feedback – Feedback will always be prominently displayed atop My World so that you can quickly see the transaction history of each member. • Listings - Display your current listings and customize how they appear on your page. • Photo or Icon - Show the world your face! Upload your own personal photo or choose from over 30 icons to represent you. • Bio - Provide a description of yourself, your interests, your selling policies or anything else you want to include. You can also create search tags that make it easy for other members to find you. • Reviews & Guides - Reviews & Guides are a great way to share your opinions and demonstrate your expertise. Showcase your Reviews & Guides on your My World page to gain new readership. • Blog - Whether you blog for fun or for business, you can attract readers by including your latest eBay Blog posts on My World. • Store - eBay Stores sellers will have their own Store module with customizable promotion boxes. \n\nYou can use the blank categories to discuss the topics that are important to you or that interest you. If you are a seller, for instance, you can discuss your store, listings, policies, etc. If you are a collector, you can discuss you hobbies or interests. If you are a sports fan like chadw - you can discuss your sports teams and latest thoughts. Its for you to decide and share! \n
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  • RSS, which is essentially short for "Really Simple Syndication" (some people prefer to call it "Rich Site Summary"), is a technology that makes it easy to see updated headlines from websites or pages that internet users like. This year eBay has been working to incorporate this technology for members to utilize on eBay. eBay Stores sellers are now able to set up a "feed" that will send out a regularly updated summary of the most recently-listed items in their Store to people who subscribe to it. This can be a great way for your customers to keep informed about your new listings. If you're a Store owner who is interested in providing listings via RSS feeds, go to "Manage My Store > Listing Feeds (within Store Marketing)". Click on "Distribute your listings via RSS" and click "Apply". The RSS button should appear on the lower left hand side of your Store. \n
  • To design an email newsletter: Go to My eBay.\nMove your cursor over the Account tab until the "Marketing Tools" pull-down menu appears.\nClick the “Email Marketing” link. \nClick the Create Email button.\nSelect the email template and the general layout. You can choose among several templates, including Welcome, Ending Soonest, Newly Listed (default choice), Previous Purchase, or Custom (create your own content and layout). \nCustomize your email by changing the standard content and options as needed.\nUnderstanding your free email allocation and fees\nYour store subscription includes a monthly allocation of free emails.\nSubscription level \nMonthly free email allocation\nAdditional cost per recipient (over allocation) \nBasic Store \n5000 emails\n$0.01 per email\nPremium  Store \n7500 emails\n$0.01 per email\nAnchor Store\n10000 emails\n$0.01 per email\nIf your newsletter will exceed the number of free emails available with your store subscription, we’ll alert you and let you know the associated charges. You can revise the recipient list and make any other changes before you send the newsletter.\n
  • Price items\nKnow when to sell\nBoost your profits\nResearch your competition\nFind hot products\nKnow how to sell\nDescription\nTerapeak provides you with powerful, easy to use market research tools that will help increase your online sales. Research is proven make you more money per sale! Use up-to-date reporting to find out what your items are worth in the current marketplace \nInvestigate your product?s chance of sale by measuring the current average success rate \nView 365 consecutive days of detailed item listings to understand the existing market\nDetermine hot products within categories, and find out what to sell\nFind the most attractive keywords and the best categories to list within on eBay\nDetermine when your buyer will be shopping to increase bid rates and the value of your auction listings \nView two years worth of category trends to establish your item's seasonality and direct your inventory levels \nReveal what shoppers are searching for and what they're buying using Terapeak?s trend information \nStudy international markets and expand your sale venues overseas\n
  • Want to increase your business efficiency and make more money? Use these eBay verified third-party apps directly inside of My eBay -- where you already manage your listings! Choose from a variety of applications that help you create great listings, make tax time a breeze, give insights into seasonal trends, average prices & profits and much more! Try any one for free!\n
  • Many solutions are available from eBay or from third parties to help eBay members improve their buying and selling activities. These solutions are designed to make activities like high volume selling and post-sales management more efficient. To make it easier to find the solution that's right for you, there is the Solutions Directory.\n\nVisit solutions.ebay.com to browse the various categories of solutions. You can also find solutions through searching by keywords. For example, if you are looking for eBay Motors solutions, just type in "Motors" in the search box, and click the Search button.\nOn the browse or search results page that follows, you will be able to compare listings in that category against one another. When you first get to this page, the results will be sorted in alphabetical order by Solution Title. You do have the ability to sort by each column on this page.\n
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  • Get answers to key questions: How do my listings rank for a given search? \nWhat does my sales funnel (impressions, clicks, sales, and sold items) look like for my active listings? \nHow do my listings compare to the top five listings showing up on the first page of search results (impressions, average views, etc.) for a given query? \nWhat are best practices for getting more buyers to click on my listings and buy after they click them? \nAnalyze active and completed listingsYou can search active Fixed Price listings by item number or keyword and view data such as rank, title, format, impressions, views, sold items, watchers and sales. Filter results by format, sort by column, and drill down into the details of each listing to better understand performance. Then click on the "Revise" button to make changes to improve listing performance. You can also search completed Auction-style and Fixed Price listings by item number to review your sales funnel for the last 30 days. \n
  • \nGo to My eBay.\nClick the Applications tab.\nClick the Go to the Apps Center link.\nLook for Listing Analytics.\nClick the Subscribe button.\n\nHow many people have seen it in search results\nHow many of those have actually clicked through\nHow your top competitors are doing along similar metrics\nCharts that plot much of this performance data for you over time\nWhich of your listings performs best, and which worst\nThe tool itself is quite simple to use-it offers a search box that you can use to search through your auctions. Each search shows a list of matching auctions with all of this detail, and a link at the far-left that displays charts when you click on it.\n
  • View and sort results by format, search results rank and more. See how your listings compare to the top five Fixed Price listings for any given search on eBay. Revise a listing to optimize right from the application.\n
  • See trending for a specific listing and review tips for improving your listing performance\n
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Transcript

  • 1. Marketing Your eBay Business Robert Chatwani Richard Brewer-Hay Isaac Montaine (JomaShop)
  • 2. Important Information• © 2011, eBay Inc. All rights reserved.• No part of these materials may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior permission of eBay Inc.• eBay and the eBay logo are registered trademarks of eBay Inc. PayPal and the PayPal logo are registered trademarks of PayPal Inc.• Other trademarks and brands are the property of their respective owners.• Please do not take our picture or record the class without asking permission.
  • 3. Agenda – What You Will Walk Away With• Summary of the marketing basics• Understanding of search engines• Practical tools for effective eBay marketing• Social 101• Measuring your effectiveness
  • 4. Approach for today’s session• We’ll move quickly – lots to cover!• Materials and video will be online• Mix of tips and tools• We will be available for questions throughout the day
  • 5. Other Marketing Sessions to Consider• Listing Makeover• Optimize and Market Your eBay Store• Expand Your Business – Social Media
  • 6. The Conversion Funnel – The Big PictureThe path buyers take from discovering yourlistings through checkout • Awareness (Impressions) • Consideration (Engagement) • Purchase / Conversion (Sold Items) • Loyalty (Repeat Purchases)
  • 7. Establish Your Goals, and FocusWhere do you need the most improvement? • Awareness (Impressions) • Consideration (Engagement) • Purchase / Conversion (Sold Items) • Loyalty (Repeat Purchases)
  • 8. Establish Your Goals, and FocusWhere do you need the most improvement? Measure Your Success! • Awareness (Impressions) • Consideration (Engagement) • Purchase / Conversion (Sold Items) • Loyalty (Repeat Purchases)
  • 9. How do Search Engines Work?
  • 10. Organic versus Paid Search Paid Search •Traditional advertising in e-commerce space •Paid placements •Sponsored or featured positions available Organic Search •No payment influences •Relies on Various Factors •Results differ by search engine and algorithm
  • 11. Organic vs. Paid SearchORGANIC SEARCH PAID SEARCH• Also known as Algorithmic/ • Sponsored/featured Natural/Pure • Pay-per-click (PPC)• “Unbiased”— no payment influences • Pay for placement• Ranking depends on 100s • Advertising in nature of factors (algo) • “A science”• Actively participate in best practices• “An art”
  • 12. The skinny on search• Over
80%
of
users
start
a
web
session
 with
a
search
engine• For
some
commerce
sites,
2%
of
 keywords
drive
50%
of
the
searches• Google
serves
65%
of
user
searches;
 Yahoo
16%;
Bing
15%
(US)Source: Nielsen NetRatings
  • 13. Organic Search is Critical for DrivingOnline TrafficGlobal Search Volume GrowthSource: Goldman Sachs; Forrester Research
  • 14. Forrester research: 86% of the clicks onany query are on natural search URL’s
  • 15. Google Search
  • 16. Search Engines are Changing Fast
  • 17. Search Engines are Changing Fast
  • 18. The 4 parts of a search engine
  • 19. The 4 parts of a search engine Crawling
  • 20. The 4 parts of a search engine Crawling Indexing
  • 21. The 4 parts of a search engine Crawling Indexing Ranking
  • 22. The 4 parts of a search engine Crawling Indexing Ranking Results
(Relevancy)
  • 23. Basic SEO – Two Core Principles1. Discovery 2. Relevance•Your eBay content •The relationshipmust be discoverable between a searchby search engines and query and your contentusers •Generate content first•Your content must and foremost for users,facilitate crawling and but keep in mind thatexploratory paths you are “competing” for traffic and relevance
  • 24. Crawling: What’s out there? • Spiders
(crawlers)
are
automated
programs
that
“crawl”
the
 Web
by
going
from
page
to
page,
downloading
the
page
and
 looking
for
links
to
other
web
pages • The
more
relevant,
popular,
or
authoritaNve
the
Web
site,
 the
more
frequently
robots
will
crawl
the
page
 • Robots
only
do
two
things:
 – Recognize
text
 – Follow
links

  • 25. Site Indexing• Search engines download HTML content of the page and store in their database• Only extractable content is found
  • 26. Site Indexing• Search engines download HTML content of the page and store in their database• Only extractable content is found
  • 27. Relevancy: What’s important (simple view)• Relevancy
is
determined
by
 hundreds
of
factors:
 keywords,
structured
data,
 linking,

Ntles,
content
quality,
 etc.
• Link
value
partly
determines
 the
popularity
of
the
page• Overall
value
of
a
page
is
a
 combinaNon
of
the
two
  • 28. Basics for Creating a Good Buyer Experience
  • 29. The Foundation: Build Your Reputation“The most powerful drivers of trustare the quality of your products orservices, your customer service,and your overall reputation.” - The Edelman Trust Barometer
  • 30. Make the Most of Basic eBay ToolsEach Listing = • Use both Fixed Price and AuctionsPromotional • Brand your Store and listings (colors, logo, theme)Space • Link from your View Item Pages to your StoreeBay Store • Email MarketingMarketing • Custom listing headersTools • Promotional flyers, cross-promotions, RSS FeedsOther Basics • Use your About Me page – fill it with great content • Include your Store name in online posts • Register your own domain and link to your Store
  • 31. Build Great Listings – Novica eBay Example
  • 32. Maximizing Your Position in Best Match
  • 33. Maximizing Your Position in Best Matchhttp://pages.ebay.com/sellerinformation/sellingresources/searchvisibility.htmlNo “silver • Many factors consideredbullet” • Good business practices = good for Best Match • Track your competition!No “silver • Price competitively + reasonable or free shippingbullet” • Right format and the right categories • Accurate and relevant titles • Clear item descriptions with item specifics • State terms clearly • Focus on the customer
  • 34. Selling Internationally - More Visibility• 13% increase in bidding activity for US listings for sale internationally• 6% improvement in conversion rates if available to Canadian shoppers• Over 50% of eBay buyers are outside of the USA
  • 35. Optimizing for the Buyer Experience
  • 36. How can you compete?THREE SIMPLE STEPS1.Great Title2.Great Content3.Great Links
  • 37. Make Listings More Competitive 1 Great Title 2 Social - Links3 Great Content 4 Links
  • 38. Great TITLES• Highly relevant to the page• Refrain from “filler” terms i.e. *NWT* or L@@K!• Focus on the product• Be mindful of length• Place important keywords close to the beginning of the title
  • 39. Terapeak Keywords for Titles• Create titles that inspire buyers• See the best keywords based on real eBay sales• Save time• Sell more - see what keywords buyers are using and include them in titles
  • 40. eBay Research Labshttp://labs.ebay.com
  • 41. Optimize Titles with Bay EstimatorBay Estimatorhttp://labs.ebay.com/erl/demoto/to?http://labs.ebay.com/erl/demoto/instructions.html• Enter your current listing title• You get back a modified title• See related keywords• Get a “BayEstimate” by keyword• Desirability for each word• See positive / negative related words• Category suggestions
  • 42. Good content vs. great contentGOOD CONTENT GREAT CONTENT• Satisfies the searcher’s basic • Surprises and delights the information requirements searcher by being remarkable• Written by a human and not • Produced with intent to be duplicated elsewhere shared and enjoyed by the• Long enough to fulfill basic community needs of engines for depth/ • May leverage video, audio, uniqueness graphics & photos to convey• Grammatically correct; free of a unique experience spelling/punctuation errors • Produced by extraordinary Sellers like you!
  • 43. New Content Keywords witheBaySaurushttp://labs.ebay.com/demos/qnet/• eBaySaurus generates keywords that buyers are typing into the eBay search bar that relate to your keywords.• Tells you which words are the most popular with eBay buyers• Displays new search terms by adding in words associated with the original search string
  • 44. New Keywords with eBaySaurus
  • 45. Google Keyword Tool – Powerful!https://adwords.google.com/select/KeywordToolExternal Google
Keyword
Tool
provides
 related
terms,
search
volume
 esNmates,
and
search
trends
for
 any
keyword
or
URL
that
you
 enter.
  • 46. Google Keyword Tool – Powerful!https://adwords.google.com/select/KeywordToolExternal
  • 47. Google Keyword Tool – Powerful!https://adwords.google.com/select/KeywordToolExternal
  • 48. Use Structured Data – Will Impact Saleshttp://pages.ebay.com/sellerinformation/sellingresources/searchvisibility.htmlInclude • Make sure your listings is found by search engines,Unique include unique identifiers (e.g., UPC, ISBN)Identifiers • Include your items brand name and Manufacturers Part Number (MPN) in Item SpecificsProvide as • List your items features,many item attributes, and condition byspecifics as using Item Specificspossible • Product condition is one of the top purchasing criteria for eBay buyers – be sure to provide the products condition
  • 49. Turbo Lister (UPC Field as of 9/5/2011)Each Listing =PromotionalSpace
  • 50. Blackthorne (UPC Field as of 9/5/2011)Each Listing =PromotionalSpace
  • 51. eBay Guides – Powerful Traffic Generatorhttp://guides.ebay.com Each Listing = Promotional Space
  • 52. fashionphile (11,313) 98.9% FeedbackThis guide viewed 371,869 times Each Listing =HerPromotional 13 guides have over 3.6 million views! Space
  • 53. fashionphile (11,313) 98.9% FeedbackFirst 4 Listing = search positions for “Louis Vuitton Code” Each natural Promotional Space
  • 54. eBay Guides – Powerful Traffic Generator Each Listing = Promotional Space
  • 55. A Great Book on Content Creation Content Rules How to Create Killer Blogs, Podcasts, Videos, That Engage Customers and Ignite Your Business
  • 56. 50 Books to Give Away! • Visit RBH in the Social Media Kiosk in Expo Hall • Send a Tweet using #eBayOL • Get your copy!
  • 57. Create great links between your contentDISCOVERY RELEVANCE• Links to your site help the • Keywords in Links help search search engines discover engines determine relevance of a your content website to the query of the user CORRECT: Find great deals in my eBay Store (Store Name Here)! INCORRECT: Mysite.com Find great deals in my eBay Store!
  • 58. Linking is a Leading Ranking Factor• Quantity of links to page• Quality of the links to page
  • 59. Linking is a Leading Ranking Factor• Quantity of links to page• Quality of the links to page
  • 60. Linking is a Leading Ranking Factor• Quantity of links to page• Quality of the links to page
  • 61. Linking is a Leading Ranking Factor• Quantity of links to page• Quality of the links to page
  • 62. Linking is a Leading Ranking Factor• Quantity of links to page• Quality of the links to page Create lots of links between your content
  • 63. eBay MyWorld - A Must Have!http://myworld.ebay.com Each Listing = Promotional• Complements Space your About Me page• Showcase your eBay Brand• Customize your pages look, layout and content
  • 64. Your Hub for Commerce, Community, Content Reviews and Guides Groups and Boards Each Listing = Promotional Space My Profile My World My Network Neighborhoods Description and dialogue around Descriptions and dialogue ukuleles or any other topic of shared interest My Listings My Favorites My Store
  • 65. Get Active in eBay Neighborhoodshttp://neighborhoods.ebay.com
  • 66. eBay To Go Widgets - Easy and Engaginghttp://togo.ebay.com Each Listing = Promotional • Promote your Store or Space listings on your own blog • Enables searching of your Store “off of eBay”
  • 67. eBay To Go Widgets - Easy and Engaginghttp://togo.ebay.com Each Listing = Promotional Space
  • 68. Other Great Tools
  • 69. Enable RSS Feeds – Buyers Love It!• RSS makes it easy to see your most recent Store listings by other websites• Buyers can subscribe to your RSS feeds• Post to blogs, auto- Tweet new listings
  • 70. eBay Store Newsletter Marketinghttp://pages.ebay.com/help/sell/email-newsletter.html#designingEach Listing =What to write about?PromotionalSpace• Newly listed items• Rare inventory• Sales• Stories – make it personal• Build reputation – your company, your growth, category knowledge
  • 71. Terapeak Marketplace Research• Detailed marketplace research including hot categories, hot items for your categories• Current success rates for items like yours, category trends, and top searches
  • 72. Discover the Apps Centerhttp://applications.ebay.com/
  • 73. Discover the eBay Solutions Directoryhttp://solutions.ebay.com
  • 74. Why Facebook Matters• More than 750 million active users worldwide• 50% of active users log on to Facebook every day• People spend 700 billion minutes/month on Facebook• More than 30 billion pieces of content shared/month• 13% of online consumers visit retailer social network pages• 7% of US consumers research products on social networks63
  • 75. GoSocial Facebook Store for eBay Sellershttp://www.wishpond.com/ebay• What is a Facebook Store? – A store INSIDE Facebook attached to your Fan Page• What’s the benefit? – Drive traffic from Facebook to your eBay store• Try Wishpond – Fully integrated with eBay, setup in minutes, stays in sync with your eBay store64
  • 76. WishpondFeatures• Search capabilities• Live Update checks for price/availability• Social Marketing (Fan-gating, Sharing)• Social Analytics• Supports existing categories• Cross-sell with related products 65
  • 77. Wishpond for eBayhttp://www.wishpond.com/ebay66
  • 78. Measure your impact
  • 79. eBay Listing Analytics
  • 80. Try eBay Listing Analytics – Free!http://pages.ebay.com/help/sell/listing-analytics.html http://pages.ebay.com/sellerinformation/sellingresources/listinganalyticsapplication.html• eBay Listing Analytics: review key metrics of your listings and see how theyre performing• Listing Analytics can tell you any number of things about any group of your auctions that you choose to ask it about, including: • Impressions: Number of times your listing appears to potential buyers in search • Clicks: Number of times buyers clicked on your listing • Sold items: Number of times buyers purchased from your listings
  • 81. eBay Listing Analytics
  • 82. Smart Counter Analytics http://applications.ebay.com/selling?EAppsHomeSmart Counter Analytics•Best dates times for your listings,regional and national success rates,and most cross-visited listings.• Who is on your listings, how long they are on your listings, what items are cross visited, what states and countries are the most popular, what days are the best days to launch or end your listings.
  • 83. eBay Sales Reportshttp://pages.ebay.com/sellerinformation/sellingresources/sellingtools.htmleBay’s Sales Reports help you trackyour key performance metrics so youcan:•Measure your existing eBay businessagainst sales goals•Understand the main drivers of yourbusiness•Determine areas of opportunity and areasfor improvement•Refine your business strategy to ensuresuccess.
  • 84. Social Media
  • 85. Why You Need a Social Presence • Social media – now is the time to establish your presence • Test and learn from strategies that work for you to secure the pole position • Social media is not quantum physics – just a new channel to reapply sound marketing principles Source: Huffington Post 9/1/11
  • 86. Why Facebook?People use Facebook to connect with friends, build relationships, andstay in touch. People “like” businesses on Facebook, but don’t wantto be spammed.How Facebook can help your business•Fans = marketing, promotional opportunities•Fans are easy to poll for customer intelligence (“What do mycustomers want?”)•Engaging with fans  Trust  Repeat businessTurn fans into Engaged Brand Evangelists!
  • 87. Getting Started on Facebook• Create a Facebook fan page for your business. Facebook requirement + you look professional!• Invite your customers and fans to Like your page. Include your Facebook fan page in your emails, packaging and customer Thank You notes.• Engage your fans! Get fans to participate in your content! Post interesting information, trivia questions, encourage fans to share with their friends. Come up with a content plan.
  • 88. Best Practices For Facebook• Exclusive Facebook promotions. E.g. Provide a unique coupon code for customers visiting your eBay Store from Facebook.• Post interesting and relevant news. Your Facebook page is like a mini-blog. If you’re selling sports equipment, occasionally post interesting sports news and link to your eBay inventory.• Respond to fans promptly! Fans like quick, helpful responses, and you build trust for your brand.• Make every update count! Post 3-4x a week or 1x a day. Posting too often could lose you fans.
  • 89. Why Twitter?How Twitter can help your business:• Learn what customers are talking about by searching Twitter hashtags.• Encourage your followers to retweet your news about promotions and new listings• Build up a great reputation for customer service by responding quickly when people tweet about you.
  • 90. Getting Started on Twitter• Create a Twitter handle for your eBay business (separate from your personal Twitter handle).• Include your business Twitter handle in customer touch points (e.g. email, packaging, Thank You notes).• Engage with people who regularly tweet about topics related to your selling categories.• Search Twitter for hashtags relevant to your selling categories. Get into those conversations.• Make your posts interesting! Make your followers WANT to retweet your posts.
  • 91. Best Practices for Twitter• Post news and updates. Got new items in your eBay Store? A new promotion? A new blog post? Tweet about it!• Provide discounts for retweeting. Provide an incentive to get people to retweet your posts. E.g.: “Check out the new items in our eBay Store. 5% off to the first 10 people who RT this post.”• Retweet other people’s content. Retweeting raises your profile in the Twitter-sphere.• Tweet often, but tweet strategically. Twitter has a “breaking news” feel. 3-5 tweets a day is a good start.• Acknowledge RTs and mentions. When someone RTs or mentions you, give them a shout out back.
  • 92. Blogging • Establish yourself as an expert. Blogging consistently and knowledgeably establishes you as an expert in your area. • Raise your visibility in natural search. Blogging raises your visibility in search engines, so more people can find your eBay Store and listings. • Provide detailed product and policy information. A blog helps you provideSource: Huffington Post 9/1/11 more detailed information about your products, your policies, and your excellent customer support.
  • 93. Blogging – Getting Started• Set up a blog through a free blogging service, such as WordPress or Blogger.• Start blogging regularly. Develop your own engaging style of writing – make your blog posts friendly, welcoming, and informative about the area you’re blogging about (e.g., classic Hollywood movies, sports collectibles, knitting).• Cross-promote your blog through your Facebook and Twitter channels.
  • 94. Best Practices for Blogging• Post informed and well-researched opinions. Build up your reputation as an expert in your field.• Devote each blog post to a specific topic. Don’t cram everything you know about your subject into one blog post. Craft each post to one (or a few) aspects of your field.• Develop an engaging style. Invest some time discovering your own distinctive “blogging style.”
  • 95. YouTube – Why Have a Presence?Create YouTube videos if you sell complex items and/or yourcustomers could benefit from getting more visual information•Visual appeal. Show off your product in a video!•Educate your customers! – Product demos – Video tutorials – Product assembly and usage instructions
  • 96. YouTube – What Works Best• How-to demos If the items you’re selling are complex and require assembly, win your customers’ hearts with video demos on how to assemble your products. If you’re selling camping equipment, create videos on putting up a tent, starting a campfire, even cooking s’mores!• Cross-promote your videos Promote your videos on your blog, Facebook, and Twitter channels to maximize reach to all your followers.• Create videos with a long shelf life Creating well-made videos takes hard work! Make sure you pick video topics that you won’t have to update frequently.
  • 97. For more information… eBay.com/socialselling
  • 98. JomaShop Case Study
  • 99. Overview of JomaShop• Online luxury and watch retailer• In business since 1999, 10 years on eBay• Jomashop: Just broke 10,000 feedback• 2,000 items listed on average89
  • 100. Old Page90
  • 101. Quantify Results91
  • 102. Market Research92
  • 103. Terapeak93
  • 104. What’s Selling?94
  • 105. Overall Analytics95
  • 106. Visitor Amount and Bounce Rate Previous Average Time 7 Seconds Previous Bounce Rate 97%96
  • 107. Optimize the eBay Product TitleTECHNOMARINE CRUISE SPORT BLACK AND ORANGE MENS WATCH97
  • 108. Optimize the eBay Product TitleTECHNOMARINE CRUISE SPORT BLACK AND ORANGE MENS WATCH <title>Technomarine Cruise Sport Black and Orange Mens Watch | eBay</title> <meta name="keywords" content="Technomarine Cruise Sport Black and Orange Mens Watch, Jewelry Watches, Watches, Wristwatches"> <meta name="description" content="Technomarine Cruise Sport Black and Orange Mens Watch in Jewelry Watches , Watches , Wristwatches |eBay"> <link rel="canonical" href="http://www.ebay.com/itm/ Technomarine-Cruise-Sport-Black-and-Orange-Mens-Watch-/ 150638281992">98
  • 109. Basic eBay Account Linking Structure eBay Store or Search Product Product Product Product99
  • 110. Your Store Link is Small100
  • 111. Your Store Link is Small101
  • 112. Your Store Link is Small101
  • 113. Internal SEO and Linking• Brands/Navigation Bar• Cross promoting products• Linking to a Sale section• An email sign up button102
  • 114. Internal SEO and Linking103
  • 115. Internal SEO and Linking103
  • 116. Internal SEO and Linking104
  • 117. Internal SEO and Linking104
  • 118. New Page: Internal SEO and Linking105
  • 119. New Page: Internal SEO and Linking105
  • 120. Basic eBay Account Linking Structure eBay Store or Search Product Product Product Product106
  • 121. The Effect of Categories eBay Store Category Category Category Category Product Product Product Product107
  • 122. The Effect of Cross Selling eBay Store Category Category Category Category Product Product Product Product108
  • 123. Effects of Internal SEO and Linking CHANGES RESULTS OpNmizing
Titles Increased
Visitors Brands/NavigaNon
Bar ‐Bounce
Rate
% Cross
promoNng
products ‐Bounce
Rate
% Linking
to
a
Sale
secNon ‐Bounce
Rate
% An
email
sign
up
bu^on Increased
Visitors109
  • 124. External SEO and Marketing Social Website Blogs Forums Other eBay Store110
  • 125. Social Networking • Associate your Twitter account with eBay • Twitterfeed.com • Associate your Facebook account with eBay • Bidstreamer.com • My eBay >> Site Preferences >> Share your eBay items with friends111
  • 126. External Websites112
  • 127. Examples of Blogs• Wordpress.com• Blogger.com• Weebly.com113
  • 128. Examples of Forum Posts114
  • 129. eBay Store Growth #s Bounce Rate Then 97% Bounce Rate Now 80% Time Spent Then 7s Time Spent Now 1m2s115
  • 130. eBay Store Growth $$$1‐Jun 7/1/108/1/109/1/10 10/1/101/1/102/1/10 1 1 1/1/112/1/113/1/114/1/115/1/116/1/11 116
  • 131. Q&A
  • 132. Thank You!For more information, please visit the Seller Information Centerwww.ebay.com/sellerinformationcenter