So how do you use eBay as a customer acquisition tool?

27 Jul

Sellers who sell on eBay need to change their mindset and start using eBay as a marketing tool. Keep in mind that you are selling online and eBay is one of the platforms that is ready made for you. They bring good amount of traffic to drive your sales but you pay the price for it. eBay is building their business and changing periodically and so you have to change and build your business.

So how do you use eBay as a customer acquisition tool?

eBay considers every registered user as their customer, but in reality, eBay’s only customers are the sellers who pay them fees, so if an eBay user buys from you they are now your customer. You need to treat them as such.

  • Send them leaflet with an offer like discounts on shipping; free shipping, 10% OFF first order. If you do not wish to lose value of your sales show them how much they can save from your store compared to eBay and they get same service.
  • List clearance item on eBay. They must be cheaper than anywhere else using the stock you want to get rid of. You know eBay has got better SEO and their products are visible on Google products and many shopping sites which will eventually help you to get customer.
  • Take advantage of you eBay About Me page which is the only place you can put your web store address.
  • Include Twitter, Facebook links on your listings which will help you to start conversation with your customers. You can do what you like once conversation starts.

Do not stay with eBay only as buyers feel confident with other sales channels like Amazon, Pixmania and Play. Customers do look around for bargains and they are confident on what they use. Replicate eBay marketing tactics on other sales channel. Don’t forget you can include your store name at your “keyword search” on your listings.



15 Jul

You have got good prices for the brands in your shop. This will certain attract customer looking for bargains but how do you maximise your sales. Retail is all about OFFERS and it is ALL THE TIME.  Here are few techniques to attract your customers to take action immediately adding your sales.

Free Shipping

People used to online shopping love doing so and have less chances of going to the physical store. They have been paying for postage of the items for years and would gladly do so. But the seeing Free Postage gives them an idea that the price is better than store and they don’t have to pay postage which gives them hint to buy. Research has shown that more than a third of customers point to free delivery as ‘the most important factor’ in their last purchase. Free delivery offers are the main driver behind online shoppers’ purchase decisions – more so than even their site experience, a new study by ForeSee Results has indicated.

The company surveyed more than 10,500 visitors to 30 top retail websites in theUK to find out what drives site traffic, sales and satisfaction.

  • 34% cited free delivery as the most important factor in their last purchase decision.
  • 15% mentioned a positive site experience was significant
  • Free delivery offers also increased customer satisfaction by 4% when not restricted by caveats, according to the survey.

Many retailers offered free shipping over the Xmas period – so as the report says, other firms will “need to determine whether this lift in future sales merits the extra investment”. Amazon extended free shipping seeing its demand during Christmas.  90% of the orders placed through Amazon qualify for free delivery. The Telegraph quotes Amazon UK MD Bruce McBride, who said: “Times are tough out there and this will come as a welcome bonus for people.” eBay claim that free postage increases sales. They also claim that free postage is “the norm” on the internet.

  • If you cannot offer it across the board, then do what Amazon does and introduce a valuation threshold, or simply make it available for more expensive items.  This sort of offer will boost conversions, but it also plays a vital role in your marketing campaigns. Use it as bait.
  • It is worth remembering that many consumers who are attracted to a free delivery offer will actually select ‘next day delivery’, rather than waiting for their products to arrive.
  • People love the convenience of shopping online. But they don’t like paying for shipping. Offer your customer free shipping and you’ll generate more sales than you’ll lose in shipping costs.
  • When developing your free shipping special, consider a minimum order amount before the free shipping offer kicks in.

Who says 10 percent doesn’t go a long way? Discounts can help you obtain long-term customers the easy way. This is good way to reward loyal customers.

Surprise Gifts
If a customer orders an item you specify or a minimum amount of products/services, give them a surprise gift. The gifts you give don’t have to cost too much. They’re just a way for you to show your customers your appreciation for their business. “Surprise” will definitely spread the news !

This is the basic marketing technique. Create clearance price for the stock you don’t want to keep and shout out loud.

New Paths to Consumer Engagement

30 May

A research (by WSI Internet Marketing) suggests that  more People are Using Social Networks and  Social Networks are Being Used Several Times Each Day.

  • This year more than half of all internet users (52.6%) in theUKwill be using one or more of the social networks.
  • In 2012, 55.3% of the online population, around 25.9 Million people, will be using social networking sites.
  • 27.7 Million people in theUKwill be using social networks in 2013 and by 2014 almost 60% of theUKonline population will be actively using social networks.
  • Social Network usage is becoming a daily activity in theUKfor many people
  • 69% of UK Social Network users said that they use the Social Networking sites several times or at least once each day.
  • 21% of respondents use Social Networks several times or once each week, whilst 7% use Social Networks several times or once each month. 

As UKconsumers embrace new digital channels and behaviors, advertisers are developing strategies to deliver key messages and incentives at many touchpoints.

Social media (60%) and mobile (61%) options such as apps and location-based messaging top the list of newer platforms marketers hope to exploit. But research on the ways channels work together is still sparse. It’s easy to quantify how TV ads reinforce marketing in print or online, but difficult to measure how these can combine with mobile, outdoor or Facebook display ads to shape consumer behavior in the short and long term.

Best practices in multichannel marketing will vary depending on market sector, brand status and campaign purpose. Yet successful campaigns all rest on the same foundation: detailed consumer insight. Marketers should review their target audience segmentation regularly and feed that analysis into campaign planning.

The research (by Econsultancy), based on a survey of more than 1,100 companies and agencies, shows that companies who urge their staff to engage with social media for customer engagement are still in the minority, but this will surely become more commonplace during 2010 and beyond.

Compared to last year, social networks (43%) and video sharing (23%) are used by a significantly higher proportion of companies specifically for evolving products and innovating. Similarly, more companies are using mobile communications and SMS service alerts to feed into development.

Although the majority of the topUKretailers have recognised the importance of embracing social media, a new report suggests that many remain unresponsive to consumers.

A study from internet consultancy company Auros revealed that 20 of the top 25UKretail companies are marketing through a Twitter account, whilst 72 per cent are producing social media content through Facebook.

However, despite this significance in social media channels, response levels from the topUKcompanies remained extremely poor. Just a quarter of the top retailers with a Twitter account and half of the companies marketing via Facebook are currently bothering to respond to customer queries.

Commenting on the study, Auros Managing Director Dominic Mills was keen to point out the benefits of responding to customer’s social media enquiries.  

He told “Whilst brands need to monitor what is being said about them, they need to be confident about responding.

“Companies that use the social channels to get closer to their customers and prospects will increase brand advocacy and generate more bottom line revenue.”

The study found that those were responding to customers were providing a quality level of customer service to consumers. The average response time was just an hour via Facebook and and hour-and-a-half on Twitter.

Source: Social Media Examiner

The number-one benefit of social media marketing is standing out in an increasingly

noisy world. A significant 88% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Improving traffic and subscribers was the second major benefit, with 72% reporting positive results.

Nearly two-thirds of marketers indicated a rise in search engine rankings was a benefit of social media marketing. As search engine rankings improve, so will business exposure and lead generation efforts, and overall marketing expenses will decrease. Slightly more than half of marketers found social media generated qualified leads.

Source: Social Media Examiner

It takes time to develop relationships that lead to actual business. However, a large percentage of marketers who take the time find great results. For example, 72% of marketers who have been using social media for more than 3 years report it had helped them close business. More than half who spend 11 or more hours per week find the same results.

Looking at these findings

  • New channels of customer engagement like social media is developing rapidly
  • Businesses are strategically developing new channels
  • Business that use the social channels to get closer to their customers and prospects will increase brand advocacy and generate more revenue
  • Social media efforts have generated more exposure & improving traffic and subscribers significantly
  • Social media has helped close business

The challenge for businesses now is to get engaged in new channels in order to get seen by their customers.

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