Member Workshop: Taking it to the Next Level - Feb 23 in Community Help Boards in Community

Last Post Feb 23, 2007 3:02 PM by: deirdre@ebay.com

Replies: 59

Member Workshop: Taking it to the Next Level - Feb 23

Jan 31, 2007 7:08 PM

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Topic: Member Workshop: The 7 Essential Steps to Successful eBay Marketing: Taking it to the Next Level!

Host: planthabit and jill.of.all.trades
Date: Friday 02/23
Time: 2:00 pm to 3:00 pm PT
Location: Workshop Board

Description: Please join Janelle Elms, lead instructor with eBay University, and Phil Dunn, Fortune 500 marketing consultant, for the seventh installment of The 7 Essential Steps to Successful eBay Marketing workshop series. This is the session where we put it all together and take it to the next level. We'll work on extended goal setting, measuring success, keeping up with demand, sourcing inventory, improving what works and planning for the future. Come join us for this final installment of the popular 7 Steps series.

Cheers,

Deirdre
eBay Community Development

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Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:47 PM

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Hello and welcome (welcome back to many)!

This is it – the final workshop of the series. Let's dive in.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:48 PM

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“Where do I go from here?” may be a question you’re asking yourself after going through the previous 6 workshops in this 7 Steps eBay Marketing series. Hopefully your mind is churning with great ideas to improve your eBay business and increase profits. If we’ve done a particularly good job, you may be so full of great ideas that you feel a bit puzzled as to where to start.

Well, have no fear. This workshop will help you sort it all out. We’ll show you how to:

• Take the lessons from these workshops and create a plan of action.
• Set goals and timelines for implementing strategies.
• Measure your success.
• Improve what works.
• Plan for growth.
• Continue to learn and improve your business.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:49 PM

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Successful marketing strategy requires that you take a variety of approaches and mix them together into one cohesive plan. Think about how you pack for a trip. You want the right combination of underwear, outerwear, and footwear for your journey, but you don’t want to include everything but the kitchen sink. You don’t rely on one strategy; you need to use a few to get you to your destination with comfort, efficiency, and style. The combination of multiple economical efforts will yield optimum success.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:49 PM

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Make a list of every idea or strategy you feel could work for your eBay business. Remember that it’s what you carry in your baggage as well as what you leave out that makes for a good marketing strategy. It’s not enough to build your brand if you don’t follow it up with customer retention efforts. You need strong item descriptions and the right inbound links to your listings, but you don’t want to go overboard with meandering irrelevance and clutter.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:49 PM

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For starters, remember the five basic considerations:

• Know who you are.
• Know your products.
• Know your customers.
• Know your competition.
• Know how to tie it all together.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:49 PM

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If you didn’t take notes or nail down these basic considerations the first time around, go back and spend time doing it now. This is the cornerstone to your success, and the remaining marketing efforts rely on this analysis. Check out Workshop #1 Link for more info.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:50 PM

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Next, consider tools you’re already using and examine others that could make a difference in the way you do business. Can some tools save you time or effort? Which tools have the best potential to boost your sales? Check out Workshop #2 Link to refresh your memory.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:50 PM

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What steps can you take to create a cohesive brand image? How can you improve the design of your eBay listings and eBay Store? Can you improve your printed materials and packaging supplies? Check out Workshop #3 Link.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:50 PM

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Consider the secrets of professional advertising copywriters and how you can implement them in your item descriptions. Recall the importance of creating headlines, using a conversational tone, listing FAQs, and selling persuasion. How can you jazz up your item titles to produce maximum search results? Check out Workshop #4 Link

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:50 PM

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How can you leverage your authority and expertise? How can you use scarcity to your best advantage? What about using testimonials or cross-selling your merchandise? Review Workshop #5
Link

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:50 PM

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Also, Analyze your current customer service policies. What works? What needs improving? How can you generate repeat business? What promotions can you offer? What gifts can you give? How can you personalize your customer relationships? Review Workshop #6 Link

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:50 PM

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When you start this plan, phrase your notes as action-oriented tasks. Don’t just write something like “Improve my brand image.” Rather, list the steps involved to accomplish this—here’s an example:

1. Hire a designer to create a logo.
2. Print business cards and letterhead.
3. Use Listing Designer to spiff up my item listings.
4. Design my eBay Store with custom headers.

Focus on phrasing your list items to be performance-based, rather than outcome-based. If you perform the list of tasks, the natural outcome will be an improved brand image.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:51 PM

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After reviewing the workshops, you should have created a long list of ideas, tasks, and strategies. Perhaps it’s so long that it boggles your mind. It’s important that you not try to implement this list all at once. It will quickly become overwhelming and you’ll have no way of gauging which strategies have worked well and which haven’t. You’re better off creating a timeline to guide you in implementing different strategies. Recall our discussion about charting a course. Introducing individual tasks and efforts in a scheduled timeline is your map to success. The incremental efforts on a daily, weekly, and monthly basis are the landmarks.

Member Workshop: Taking it to the Next Level - Feb 23

Feb 23, 2007 12:51 PM

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Try this exercise:
1. Think about the marketing efforts that you can implement in the next week, over the next month, or within the next year.
2. Prioritize the items on your list. Highlight those that you suspect will result in the most profit or that you can execute with a high degree of success.
3. Identify areas of your business that need immediate improvement. Focus on tasks that help the process.
4. Separate items that require concerted effort and concentration versus simple tasks that can be implemented easily.
5. Take out your calendar or some paper and plan out a schedule for implementing your strategies.
6. Plan your timeline with monthly, weekly, and daily tasks. Choose the “bigger picture” strategies for the monthly efforts, and then break those down into weekly and daily tasks that will help you implement the strategies into your business.
7. Remember your luggage for the journey when creating your timeline; be sure to pack the right mix of tools and strategies to optimize your success.

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PlantHabit

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Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23

Member Workshop: Taking it to the Next Level - Feb 23