eBay account? Check. Amazon seller? Done. Web site built? You bet. Now you're ready to sell all over the internet. Join Harry Hirschman, VP of Marketing and Business Development at Vendio as he guides you in developing a strong online marketing strategy that make your online presence known and your sales soar.

1. Fine Tune Your
Online Marketing
Harry Hirschman
Marketing, Sales & Customer Support
Prepared for the
Internet Marketing Association
August 13, 2012

2. Vendio & Me
Vendio helps Small and Medium Businesses
(SMB’s) sell more online
– Vendio is on the side of the merchant – always
– Marketplaces consider YOUR customers to be THEIR
customers, and they make their own rules
I stand with the Underdogs
– Former Navy fighter pilot

3. Beyond eBay
Fine tune
– Describe the product ONLY, not
auction policies
• Creates content for other
channels
Be Found
– Maintain top-rated seller status
– Titles using words buyers are likely
to be searching
Leverage Opportunities
– Answer all buyer inquires
– Practice amazing customer service

4. Great Photos You Can Re-Use
Amazon Image eBay Image

5. Beyond eBay… (2)
eBay Listing Analytics
http://pages.ebay.com/sellerinformation/sellingresources/listing_analyticsapp.html

6. Beyond eBay… (3)
Customer Loyalty and Repeat Business…
Include flyers in every package
Maintain a buyer subscription email list
– Vendio automatically maintains opt in/opt out
Use marketplaces as an incubator (join your mailing list, insert a
list of your other items, and insert a link to your store

7. Getting Beyond Amazon
Amazon OWNS your customer
Amazon has very strict policies regarding
contacting buyers or including promotional
materials in shipments
Working within the Amazon rules, you can
market yourself and your business

8. Beyond Amazon
Information & Policies
– Add custom content about your business
– Upload your logo to the Amazon website
– Include an “about us” page

9. Amazon’s Catalog - ASIN
If a product exists on the Amazon site, it
already has an ASIN
– You must use the existing ASIN
Whenever possible, create a new ASIN for the
product
– Offer a 2-pack, or multi-pack instead of the single item
– “Bundle” an accessory item - Selling a Pen? Include a post-
it note pad with it, and you just created a new product!

10. Analytics - Amazon Seller Central
In depth reporting on traffic, sessions, buy box
percentages, and even conversion rates
– Valuable information you can use to gain an advantage
over your competition

11. Amazon Pricing
You don’t have to be the lowest price to get
sales on Amazon
Experiment with pricing your items slightly
higher than your competition on some items
(continued…)

12. Amazon Pricing
Segment and Separate
– If you use FBA - compete against other FBA sellers
– If you fulfill your own orders, compete against those sellers
– You are targeting two different segments of buyers

13. Buyer’s Love Promotions
The most ignored sales tool on Amazon
Experiment to increase your dollars per order
Offer 10% off if a customer buys 2 items
Get them looking at all your other items

14. Think About The Whole Cycle
Pre-Sale Sale Post-Sale
Traffic Products Need To Be: Order Management
Comparison Shopping Inventory Mgt
Engines (CSE’s) Visible – Shipping / Fulfillment
Demand Gen Online Catalog and Customer Service
Lead Gen pricing Rewards, Coupons
Paid search (SEM) and Loyalty Programs
Free search (SEO) Transactionable –
Social Shopping Cart and
More, Lots More… checkout

15. For Your Online Store, DIY
Pre-Sale Sale Post-Sale
Amazon You You
eBay
Other Marketplaces
Facebook, Twitter,
Pinterest, etc.

16. Beyond Your Online Store
It’s all about trust and confidence
– Third-party certifications
– Reviews
– Partnerships that link you to bigger, better known brands
Convey the right image
– You can do this yourself. However, always get trusted
options and
– Don’t be afraid to hire a designer

17. Online Marketing “Swim Lanes”
CSE’s – Comparison Shopping Engines
SEO – Search Engine Optimization
Email direct marketing
Paid Search/PPC
Blog and content sharing
Social media – Facebook, Twitter, Pinterest
– Customer service aspects
Analytics

18. Vendio, Simply Powerful eCommerce
Harry Hirschman
Vendio Marketing, Sales & Customer Support
650-293-3500
650-619-5108 mobile
Harry.Hirschman@corp.vendio.com
www.vendio.com