Fine Tune Your Online Marketing Strategy
20
Fine Tune Your Online Marketing Prepared for the Internet Marketing Association August 13, 2012 Harry Hirschman Marketing, Sales & Customer Support
-
Upload
internet-merchants-association -
Category
Education
-
view
313 -
download
2
description
eBay account? Check. Amazon seller? Done. Web site built? You bet. Now you're ready to sell all over the internet. Join Harry Hirschman, VP of Marketing and Business Development at Vendio as he guides you in developing a strong online marketing strategy that make your online presence known and your sales soar.
Transcript of Fine Tune Your Online Marketing Strategy
Fine Tune Your
Online Marketing
Prepared for theInternet Marketing Association
August 13, 2012
Harry HirschmanMarketing, Sales & Customer Support
Overview
About Vendio and Harry
Vendio & Me
Vendio helps Small and Medium Businesses (SMB’s) sell more online– Vendio is on the side of the merchant – always– Marketplaces consider YOUR customers to be THEIR
customers, and they make their own rules
I stand with the Underdogs– Former Navy fighter pilot
Beyond eBay
Fine tune– Describe the product ONLY, not
auction policies• Creates content for other
channels
Be Found– Maintain top-rated seller status– Titles using words buyers are likely
to be searching
Leverage Opportunities– Answer all buyer inquires– Practice amazing customer service
eBay Image
Great Photos You Can Re-Use
Amazon Image
Beyond eBay… (2)
eBay Listing Analyticshttp://pages.ebay.com/sellerinformation/sellingresources/listing_analyticsapp.html
Beyond eBay… (3)
Customer Loyalty and Repeat Business…Include flyers in every package
Maintain a buyer subscription email list– Vendio automatically maintains opt in/opt out
Use marketplaces as an incubator (join your mailing list, insert a list of your other items, and insert a link to your store
Getting Beyond Amazon
Amazon OWNS your customer
Amazon has very strict policies regarding contacting buyers or including promotional materials in shipments
Working within the Amazon rules, you can market yourself and your business
Beyond Amazon
Information & Policies– Add custom content about your business – Upload your logo to the Amazon website– Include an “about us” page
Amazon’s Catalog - ASIN
If a product exists on the Amazon site, it already has an ASIN – You must use the existing ASIN
Whenever possible, create a new ASIN for the product– Offer a 2-pack, or multi-pack instead of the single item– “Bundle” an accessory item - Selling a Pen? Include a post-
it note pad with it, and you just created a new product!
Analytics - Amazon Seller Central
In depth reporting on traffic, sessions, buy box percentages, and even conversion rates– Valuable information you can use to gain an advantage
over your competition
Amazon Pricing
You don’t have to be the lowest price to get sales on Amazon
Experiment with pricing your items slightly higher than your competition on some items
(continued…)
Amazon Pricing
Segment and Separate– If you use FBA - compete against other FBA sellers– If you fulfill your own orders, compete against those sellers– You are targeting two different segments of buyers
Buyer’s Love Promotions
The most ignored sales tool on Amazon
Experiment to increase your dollars per order
Offer 10% off if a customer buys 2 items
Get them looking at all your other items
Think About The Whole Cycle
Pre-Sale Sale Post-Sale
TrafficComparison Shopping Engines (CSE’s)Demand GenLead GenPaid search (SEM)Free search (SEO)SocialMore, Lots More…
Products Need To Be:
Visible – Online Catalog and pricing
Transactionable – Shopping Cart and checkout
Order ManagementInventory MgtShipping / FulfillmentCustomer ServiceRewards, Coupons and Loyalty Programs
For Your Online Store, DIY
Pre-Sale Sale Post-Sale
AmazoneBayOther MarketplacesFacebook, Twitter, Pinterest, etc.
You You
Beyond Your Online Store
It’s all about trust and confidence– Third-party certifications – Reviews– Partnerships that link you to bigger, better known brands
Convey the right image – You can do this yourself. However, always get trusted
options and – Don’t be afraid to hire a designer
Online Marketing “Swim Lanes”
CSE’s – Comparison Shopping Engines
SEO – Search Engine Optimization
Email direct marketing
Paid Search/PPC
Blog and content sharing
Social media – Facebook, Twitter, Pinterest– Customer service aspects
Analytics
Vendio, Simply Powerful eCommerce
Harry Hirschman
Vendio Marketing, Sales & Customer Support650-293-3500
650-619-5108 [email protected]
www.vendio.com
