eBay marketing essentials: drive more sales in 2020

You’ve taken the first big step and you’ve created an eBay store. You have your stock waiting to go and your courier on speed dial. Time for the money to start rolling in, right? Wrong. Without applying effective eBay marketing strategies, you’ll struggle to make sales.

Why eBay marketing is so important

One of the major benefits to selling on marketplaces such as Amazon or eBay is that theoretically you’ll have your digital storefront exposed to a much larger amount of people.

Don’t take this for granted though!

Although you’re selling on a site where there are millions of consumers looking for items like yours, you still need to get your eBay marketing right to ensure maximum exposure.

First things first, let’s look at the eBay marketing you should be doing on your account to increase eBay sales.

On site eBay marketing

There are lots of marketing tactics and optimization techniques you should be using on your eBay store itself. These can have a huge impact on the visibility of your listings in search results, as well as conversion rates and sales.

Get as many testimonials as possible

It may sound obvious, but the best way to market your eBay store to a potential customer is to let your happy customers do the selling.

It’s common knowledge that buyers’ purchasing decisions are strongly influenced by a seller’s feedback. Therefore it makes perfect business sense to invest time in maximizing your positive ratings.

There are several steps to increasing your positive feedback on eBay and acquiring some great testimonials. The most important is consistently providing excellent customer service.

If you answer customer questions promptly and effectively, you’ll notice the positive impact on your seller reputation. eCommerce customer service software sets you up to manage multiple customer queries across a range of platforms, with ease. eDesk is designed specifically for online retailers and has AI powered features which help you to resolve tickets in seconds.

eDesk customer service software

Maximize positive feedback on eBay

If you’re confident that your customer service is as good as it can be, there are some handy tactics you can employ to maximize positive eBay feedback.

The first is to utilize feedback solicitation software.

The majority of times when a customer has had a great experience, they don’t leave a five star review. They might not know how, they could forget to do it or perhaps it didn’t even occur to them in the first place.

By asking them directly to leave a review, you’re giving them a polite nudge in the right direction. You’re also making it super-easy for them by including a link in the email.

Feedback message
Feedback solicitation is an excellent way to immediately boost your positive ratings on eBay.

With xSellco Feedback, for example, users can target customers who have bought a product on eBay and send a personalized message to fit your brand voice. It’s automated, so all you have to do is write the message, choose the cohort you’d like to send it to and watch your positive feedback rise.

Related article: The Best eBay Software for Online Sellers in 2020

Try eBay advertising

If you have money to spend on marketing, then it can be worth looking into the advertising options that eBay provides.

eBay promoted listings are a great way to get your products in front of relevant buyers. Rather than an upfront cost-per-click, with promoted listings on eBay you pay a percentage of the sale fee, which varies depending on the product category.

Promoted listings are easy to set up and offer great targeting options. They may not be the best option for all industries or sellers, but they’re certainly worth researching into and experimenting with.

Related article: Five ays eBay Promoted Listings Will Boost Your Sales

Get eBay top rated seller status

If you’re committed to providing an excellent buying experience to your eBay customers, you could be eligible for eBay top rated seller status.

Top rated sellers on eBay can take advantage of benefits that can make a significant difference to your sales and profit margin. These include:

  • Better visibility for your eBay listings
  • $30 credit every quarter to contribute towards your eBay promoted listings
  • Discounts on shipping when using eBay labels

You’ll also have the top rated seller badge on your eBay listings, which gives shoppers a reassurance which boosts your conversion rates.

You do have to fulfill some pretty strict criteria to be eligible for top rated status, however. As the name suggests, this status is reserved for top sellers only!

Related article: eBay Top Rated Seller Status: How to Get it and Keep it

Use consistent branding, images, and video

If you are running any form of advertising or display campaigns, you need to ensure that the visuals of your ad line up with the visuals of your storefront.

For example, if you have a blue banner but your store is all orange, then potential customers need to take a few seconds to work out if it’s the same company. It’s very important that you maintain consistent branding.

Even more important than branding, is consistency with your images and product videos. The last thing you want is to accidentally mislead a customer and be left needing to remove negative feedback on eBay as a result.

eBay keyword optimization

eBay’s search feature, like most other global online marketplaces, works somewhat like Google. It provides a good user experience by showing the most relevant results from the best sellers first.

This means you need to optimize your eBay listings to appear high up in the results. If you nail it, you’ll be featured in the eBay Best Match position. If you achieve this, you’re winning at eBay marketing!

eBay claim that there’s no secret formula to winning the Best Match position, but there are certainly pointers to follow that make a big difference.

Firstly, you should create accurate, clear listings that follow eBay’s guidelines.

You should also use keywords wisely. This doesn’t mean stuffing any relevant search term you can think of into the product title! It means discovering your focus keyword, long tail keyword and combining them naturally in your title. You should also use synonyms in your product description and ensure your product image is relevant and high quality.

Related article: 8 Ways to Optimize your Listings for eBay’s Best Match Position

Aim to become a top rated seller

Top rated seller status on eBay is a highly sought after and comes with a number of benefits. eBay top rated sellers are get:

  • Better visibility for listings in the eBay search engine
  • $30 credit every quarter for eBay promoted listings
  • Discounts on shipping when using eBay labels

In order to win eBay top rated seller status, you must fulfill a number of different criteria. These include:

  • Using an active account for 90 days or more
  • Making a minimum of 100 transactions and $1,000 in sales with US shoppers over the past year
  • Demonstrainge a history of resolving customer issues; cases closed without a seller resolution can’t exceed 0.3%
  • Having a maximum defect rate of 0.5% on transactions
  • Making no more than 3% of transactions with late shipping – or five late shipments
  • Uploading tracking within your stated handling time and carrier validation for 95% of transactions
  • Adhering to eBay’s selling practices policy, which includes requirements like providing accurate item location and clear T&Cs

Gaining eBay top rated seller status is a great objective to work towards as a seller and will certainly help you to increase your eBay sales.

Offer combined shipping

Combined shipping on eBay is when you give your customers the opportunity to bundle their purchased items into one package.

This is a really good idea as it saves on shipping costs and packaging. You’re then able to pass this discount on to your customers, which goes a long way towards increasing conversion, reducing cart abandonment and boosting sales.

Another benefit of combined shipping on eBay is the positive effect it has on your average order value (AOV). If you’re combining multiple purchases into the same package, it means customers have an incentive to buy more than one product.

Find out how to combine shipping on eBay and start offering it to your customers today – you won’t regret it!

Off-site eBay Marketing

If you think eBay marketing ends when you leave the site, you’re leaving quite a few important rocks un-turned!

You can link to your eBay store from elsewhere and utilize a variety of other eCommerce marketing tactics to drive sales. Check out some of these crucial offsite eBay marketing tactics below.

eBay Camapigns with Adwords

eBay marketing with AdWords

Advertising your eBay products on Google AdWords is a great way to get your listings in front of lots of people.

While it can be a daunting interface to get started with, Google provide amazing support and setup guides to help you start marketing your eBay store extremely quickly.

You don’t even need to spend a lot of money, because you can ensure that you are tightly targeting your eCommerce niche and not wasting ad budget marketing to the wrong people.

Email marketing for eBay

Don’t listen to the naysayers, email is certainly not dead. It remains as one of the most effective ways of communicating with customers and prospects.

eBay has a built in newsletter facility to help you build your list of potential customers. You can also build an email list on your website, if you have one, and use it to sell your listings on eBay.

One of the reasons why email is such a good eCommerce marketing tool is its cost effectiveness. You can keep building your list over time and as it grows, your sales will too. Try different campaigns such as a newsletter to build brand awareness, to related product emails to cross or up sell.

Social media fpr eBay marketing

An important element of a well rounded eCommerce marketing strategy is social media marketing. This applies to eBay marketing as well!

As consumers spend ever more time on channels like Instagram and TikTok, forward-thinking sellers are incorporating them into their marketing plans.

Why not make an eCommerce product video to share on Instagram, then link back to your eBay listing? What about sponsoring a TikTok influencer and dropping a link to your eBay store? Sellers that experiment and don’t rely on a single tactic are often the ones who achieve lasting success.

Try a better way to support your customers. Sign up to eDesk for free until the end of September. No credit card needed.

Try eDesk for free