This workshop will include:

Oct 25 - eBay Stores Basic Marketing - On-eBay tactics for buyer acquisition and retention (e.g. About Me page, Cross-promos, Listing Frame, Email Marketing, etc.) and how to measure Store performance through Sales/Traffic Reports

1. One of the most powerful marketing tools any e-commerce entrepreneur uses is a mailing list. How wonderful it would be to have new inventory arrive, and with the click of a few buttons have the inventory be instantly sent & then purchased by the coveted customers on your mailing list? Are you taking advantage of this free tool that most e-commerce marketers agree is the most profitable part of your marketing plan?
First, how many subscribers do you already have? For those of you who may not yet know this answer, you can find out by following these simple steps:
Log in to My eBay
Scrolling down the left hand side navigation bar and click on Manage My Store
Next, click on the Email Marketing link. The page will display the total number of subscribers to your mailing lists.
Do you have 0? 15? 100? 700 customers who have asked to spend money with you again? After becoming a ‘PowerBuyer’ and buying 1000’s of items on eBay…did you know that only two companies have ever asked for me to spend money with them again? Two!! I am not sure why businesses work so hard to get new customers and then so easily let them go…and spend money with their competitor. You have the optimal opportunity to keep your brand and products in front of your customers constantly. First, let’s figure out how to get and retain these customers…then let’s talk about what you are going to do with this powerful list.

Now, ‘Think like a buyer, not a seller’…If you saw a box that said ‘Sign up for my General Interest newsletter’, how many of you would fall over yourself trying to quickly sign up? Exactly…none of you. Let’s entice those potential buyers. What about, ‘Be the first to know…’, ‘Receive $5.00 of your next purchase…’, ‘Get weekly security tips to protect yourself against buying fakes…’ Your newsletter has to have value to the customer in order for them to want to have one more piece of information arrive in their inbox. Remember, you can change your Promotion Boxes as often as you would like.

The eBay Stores team recently announced some exciting news about Email Marketing. The improvements include a simple 5-minute process to creating ongoing and recurring email marketing campaigns. To learn more about the changes read the announcement at go to: Link

Sending out a newsletter is very easy. With the click of a few buttons, you have new inventory notifications going out instantly to all of your subscribers.
Let’s walk through this together….
1. Click Create Email at the top of your email marketing section.
2. Mark which Newsletter list you want to send to
3. Include any additional filters for the subscribers
4. Create a catchy title – i.e., ‘TMX Elmo’s have just arrived in our eBay Store’
5. You can choose to show your listing header or not (there is a preview button)
6. Type the body of your message using the HTML editor. Don’t forget that eBay now has templates that you can utilize so you don’t have to create your newsletter from scratch.
7. Use Item Showcase to highlight up to 4 items you want to feature.
8. Use the drop down menus to also showcase up to 50 additional items from your inventory – these will show up in a traditional auction-style listing format
9. Hit Preview & Continue…if all is good, click Send Email

Excellent job…see, that is a great job for an assistant to do. PLUS, there are a couple extra bonuses about having a newsletter.

4. How about an easy one now? Do you have your Listing Frame set up? This just takes a minute or two, and then eBay will automatically insert it instantly into every one of your listings.
The Listing Frame gives Store owners an amazing opportunity to promote additional items, Custom Pages, their Newsletter(s) and their About Me page in every single one of their listings.
To see what a Listing Frame looks like, go to: Link