The document discusses various marketing strategies for businesses selling products on eBay. It recommends writing effective listings that highlight benefits over features, building trust with customers through quality customer service and policies, and using eBay's social networking and community features to engage buyers and build brand awareness. Marketing efforts should include newsletters, store modules, networking on discussion boards and groups, and responding quickly to customers.
3. Many people feel like selling and marketing is almost the worst job………
4. When most people think of marketing they think of the used car salesman…
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:
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. 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
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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.
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19. Know Who Your Customer Are so you can talk to them in their language
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.
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. Follow Through “ I twittered about my love of Kayak.com, and they twittered back. And Fast!”
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.
27. Now that we’ve covered customer service as marketing, let’s look at the tools eBay provides
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.”
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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.
33. Long or Short Sales Copy? Bar of soap = short Unknown Gadget = long
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.
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. 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. 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”
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.