Ask anyone around the office about my eBay addiction lately and most will either laugh or shake their heads in confusion. However, as I look around for antique butter churns, trade stimulators (think slot machines where you win products instead of money), old CTA tokens and memorabilia, I can’t help but be intrigued by the similarities between internet marketing generally and selling on eBay.
So as I slowly turn the Digital Third Coast office into my grandmother’s house, I leave you with 5 takeaways that come into play for both internet marketing and selling on eBay:
- You need to do your Keyword Research – It’s such a no brainer when you look at it, but you need to have the right keywords in the title of product. Figuring out how other products are listed, how people are searching for what you are selling and what related words could spur interest are imperative to maximize the selling price. And come on, spell things correctly – don’t sell your “Nitendo” for half price.
- Create Compelling Ad Copy – The type of “sales message” that you use is largely dependent on what is being sold, but on eBay, you’ll always want to make sure that your message stands out from the crowd. Tied in with calls to action like “No Reserve” and “Free Shipping”, marketing the product you are selling makes the difference between the random stuff you are selling and all the other eBay users selling the exact same thing. The same is true for your website: a solid sales message can be the difference between a window shopper and a purchaser.
- Write Quality Content and Provide Imagery – On both eBay and your own website, every product should have a clear and well-written description, as well as photos. Fortunately on eBay you don’t have to worry about the dreaded duplicate content issues that we run into everyday with SEO. On eBay, your listings should include a clearly written description about the product, the dimensions, any issues, and the photos should clearly represent what you are selling. The same applies to your website: don’t be lazy and include a single photo and a 30 word description, and once again, spelling counts.
- Design an Attractive Landing Page – There are a lot of template systems and options out there to create fancier looking landing pages for your products, but make sure that they look clean and are of similar quality to the product you are selling. I’ve seen people selling cars for tens of thousands of dollars that are still using animated graphics and cheap looking templates for some reason.
- Build Trust with your Visitors – eBay does a good job with promoting Top Rated Sellers with icons, but the most successful sellers don’t stop there. They will also emphasize their shipping and return policy, keep their seller feedback at 100% and reference relevant industry badges and certifications for all of their auctions. Similarly, when it comes to your website, having industry badges, security certificates, and BBB symbols should be included to build trust and credibility.
Taylor Cimala is the Strategic Director at Digital Third Coast, a Search Engine Marketing company based in Chicago. You can find Taylor on Twitter and Google+. Connect with Digital Third Coast on Google+.