Description: The holiday season is upon us! And holiday shoppers are headed your way. But will YOU be ready when they arrive? With new holiday shoppers coming online each year and return buyers coming back for more, NOW is the time to ready your store, listings, and marketing for prime time!
Please join Lisa Suttora, ecommerce strategist, and Founder/CEO of WhatDoISell.com as she shares 12 sales boosting marketing strategies that will get you ready for holiday buyers and put more jingle in your holiday sales!
After the material is presented we'll open the board for discussion and questions.
Sales Boosting Strategy #1: VISUALLY Open Your Listings and eBay store for holiday business.
The first thing your potential customer needs to see when they come to your listings or eBay store are strong VISUAL queues that you have holiday merchandise for sale.
If *I* (aka your customer) come to your store or listing and don't see any holiday graphics, holiday keywords, and no indication that you have products that might interest me for the holidays - I'm going to keep movin' on down the road.
Give your customers VISUAL queues that you are a holiday seller by using holiday graphics in your listings and retooling your titles with appropriate holiday keywords (i.e., is the classic red dress that you carry the perfect “red holiday dress”? ).
You don’t have to spend money/time/effort on a fancy holiday template either!
A few well placed holiday graphics for visual appeal, or that indicate a holiday promotion will tell your visitors that THIS is a place where they can find holiday gifts this year.
For example, let’s say you sell “Brand Y” dishes in your eBay store. You carry several lines of Brand Y every day dishes, some fine china dishes for formal occasions and assorted styles of Christmas serving platters, plates and bowls.
Rather than group those products in generic catagories such as:
Brand Y Dishes Brand Y Serving Platters Brand Y Mugs
Create new categories and position them at the top of the categories list and highlight your holiday related merchandise!
For example you might create some categories called:
===> Brand Y Formal Dishes
===>Brand Y Santa Platters
===>Brand Y Ltd Edition Dish Sets
People who come to your eBay store will be thinking about buying formal dishes on which to service their holiday dinner, Santa platters on which to serve cookies and limited edition dish sets - the perfect holiday gift.
The key to setting up new holiday categories is to think about how your customers could use your products during the holidays?
Could they use them for entertaining? As a gift?
This is the merchandise that should be featured in new holiday store categories and positioned at the top of the list!
Sales Boosting TIP: Don’t Make Your Customers Work!
The fastest way to loose a sale is to make your customers work for it. If a customer has to dig too deep to find your merchandise, wade through hundreds of listings, or search through vague and confusing categories, they will leave your eBay store faster than you can you can say happy holidays.
When reviewing eBay stores, this is one of the biggest mistakes that I see people make. Store layouts that require time and patience on the part of the buyer to navigate the listings and find the item they are looking for.
And it’s an easy trap to fall into because you know your merchandise. In your mind it makes sense that a particular category is set up to contain certain items.
You customer however, if coming there without your organizational insight. Which is why you have to make is as simple as possible for shoppers to find the products they’re looking for.
Set up your categories so buyers can quickly and easily see what you have to offer.
Then have someone who isn’t familiar with your store layout take a look and test whether or not your store categories are set up intuitively.
The extra effort is worth it and you will be rewarded with higher sales when people can easily find what they are looking for!
Sales Boosting Strategy #4: Use Custom Pages to Creating 'Shopping Lists' for Your Customers
Every year the ecommerce surveys show that the top selling niche websites have something in common. They all create Shopping Lists by doing “pre-shopping” for their customers.
Pre-shopping is providing customers with a list of products based on a particular criteria that will engage the customer and give them a pre-chosen list of products to buy from.
Examples of Shopping Lists would be:
- Our 10 Most Popular Golf Accessories - Top 10 Gifts for Kids Aged 5 and Under - Our Customers Favorite Picks! - 20 Unique Gifts for the Eco-friendly Moms - Favorite Gifts Under $40 - 12 Unique Hostess Giftst
The possibilities are endless and can be tailored to fit your product line!
Each eBay store comes with custom pages that you can use to showcase your Shopping Lists!
Sales Boosting Strategy #5: Offer Special Promotions & Make Them an EVENT!
If you want to get your customers excited about your products and give them an urgency to buy, there is no better way to do this than by offering a time sensitive special promotion.
Special promotions such as free shipping, combined shipping, free gift wrap and gift card, rebate programs, or creating a product bundle by including something extra...
For example “This Thomas the Tank Engine Train comes with 2 pieces of train track!” gets your buyers excited about your offerings and can persuade them to make their purchase from instead of your competitors.
One of the most popular promotions during the holiday season is free shipping. But don’t just offer plain old “free shipping” - really sell it to your customers.
At the top of your listing, put a stellar customer service statement that says something like “As a way of saying thank you to all our valued customers this holiday season, we are offering FREE SHIPPING on all items purchased through December 4th.”
Promoting your free shipping this way accomplishes two things. First, it makes your customers feel connected to you. You are telling them that because you value their business, you are now offering something to them during the holidays.
Secondly, by putting an ending date on your promotion, you have given your customer motivation to buy NOW rather than wait a few weeks and look around some more.
Once that promotion ends, you can run another one for a different duration.
Sales Boosting Strategy #7: Use Subtitles to Distinguish and Advertise
Sub-titles are the best (and cheapest) advertising on the web. They allow you to communicate the U.S.P. (Unique Selling Position) of your product or your business for far less than the cost of a banner or pay-per-click ad.
However, most people are hesitant to spend the extra money on sub-titles for fear they won’t make their money back.
But if you write your sub-title correctly, not only will you get a return on your investment, you’ll also attract potential customers away from your competitors and get higher click-through rates on the products displayed in search.
The problem is – most people use sub-titles for the WRONG reason.
They use them to communicate additional information.
However, that’s not what you should be using a sub-title for.
===> Sub-titles should be used to advertise any important information that will immediately set your listing apart.
===>For example, Is your product a limited edition? Put that in your subtitle.
===> Do you provide 2 hour customer response time? Let your buyers know via your subtitle.
===>Do you sell an exclusive version of your product. Your subtitle can relay this to the buyers.
===>Do you have 10 years experience in your niche? Tell your customers in your sub-title.
Your sub-title is designed to do one thing.
Get the click.
What can you communicate in your sub-title that will get your customers to click through to your listing to get more information about your product?
Do your listings really SELL your product? Or are they 'product pages'?
Stale and humdrum, leaving the decision up to the customer as to whether or not to buy.
Your listing IS your salesperson! Working 7x24 to sell your product.
But you’ve got to give “him” (or her!) something to work with!
===> What are the benefits of your product?
===>Why is it a good decision for your customer?
Don’t just rely on supplier catalogs to write your descriptions either. If you’re an expert in your niche, leverage YOUR expertise to add something extra to that listing description that your competitor won’t!
When people come to your listings, they should be excited about what they see.
A stale listing that hasn’t been updated in a while, doesn’t look fresh, and isn’t polished won’t sell your product as it should.
If you haven’t spruced up the look and description of your listings in a while, now is the time!
A lot of people don’t like to use Best Offer because the 'low ball' offers they receive from customers really tick them off.
But Best Offer is an excellent tool to use during the holidays (and all year around).
First, you have to get past being annoyed with the shopper who offers you $1 for your $100 product. Let that go - because MOST shoppers will offer you a reasonable offer for your product.
In fact Best Offer is not just something that’s happening on eBay.
Even brick and mortar stores in high-priced shopping areas are becoming more and more amenable to price negotiation.
The key to using Best Offer is to respond to the offers manually. Not setting up the automatic threshold response.
This gives you a distinct advantage because you can actually communicate with your customer (and once they’ve communicated with you, they are much more likely to buy from you) and you can also get insights into what your customers want and what price they are willing to pay for your products.
Consider Best Offer both a sales tool and a market research tool.
A note from our Legal Department: The statements and opinions made in this discussion board are those of the workshop host only and do not reflect eBay policy or eBay's opinion with respect to such statements.
Hi, I am really struggling with how to market my store items for the holidays. I have a good year round template, but I am not sure about how to draw in more holiday shoppers. What do you think of putting a "holiday message" in one of the promotional boxes on my home page? Thanks
I agree with your suggestions about having your holiday merchandise right there when a shopper comes to your store. I've always like to put my newest or most important listing first but my problem the past two weeks is that even though I have my sort order listed that way, it keeps reverting to ending first items. Not your problem I know, but frustrating because I feel people are not seeing my holiday merchandise as easily and have to search for it.
I agree about the categories and how important they are when a customer has to navigate your store. Didn't think about the subtitles in the fashion that you mentioned though, so thanks for that!
we don't have "holiday" items, we have fine jewelry and watches, each piece different. What would be the best way to promote thiings as a gift items. They all would make a great gift but I can't redo over 500 listings now or later, there's just not time. Any ideas would be helpful, thanks Angela
Well you are very luck in that you are an established business, with a vast selection of inventory in a solid niche, with hot products that have high demand!
And they lend themselves VERY well to the holiday season.
For your specific niche, my first suggestion is to participate in some of the top comic book collector forums/groups (Google groups and Yahoo groups) online and in your signature file (when you participate in these group) drive that traffic back to your eBay store.
You can purchase a unique domain name and redirect it to your store (using REF ID) and get 75% off your final value fees.
Your power is in hanging out where your customers hang out.
Also Facebook & Twitter are great ways to connect with your customer base.
You should have a Facebook Fan page set up as well as a regular Facebook account.
Google loves the SEO on the Facebook Fan pages. And you can use your Fan Page to market your products.
I'd also use Twitter to send out coupons - limited time coupons for your products.
Twitter is very effective for short term promotions.
If you don't, you should absolutely have a Wordpress blog.
One that you host at a web host like Hostgator. And blog about the comic trends.
You're in a market that is passionate about your product - so connecting with them about their interest is very important - and will lead to the sales.
Subscribe to this topic via RSS Learn more about RSS
Welcome to The Workshop Board!
This board is home to eBay Workshops hosted by the eBay Certified Provider Team. Visit the eBay Workshop Calendar for the list of current workshops and topics.
eBay Certified Providers have the tools, services, expertise and experience needed to help develop and grow your eBay business.
eBay Certified Providers are 3rd party companies with extensive expertise on the topic of their workshop. They are independent companies qualified by eBay to have demonstrated experience and expertise in growing eBay seller businesses.
New to eBay? Visit eBay Learning Essentials and learn how to get started on eBay from creating an account to listing your first item.