Monthly Archives: November 2012

Proactively manage your inventories during the holiday seasons

Steve Burns Posted On - November 30, 2012

Proactively manage your inventories during the holiday seaso
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Proactive management of inventory is a must during the busy, season time. Do find some tried, tested and trusted ways to ensure that your inventory is always managed well.

     . Ascertain the most popular products that you expect to sell the maximum during the festival season and ensure that there is adequate stock of the same to last the period.

     . Match your items by ISBN/UPC to the correct product detail pages. As a case example, when you list a book, your copy must be listed against the ASIN for the product with the accurate title, author, binding, edition, year of publication, publisher, and ISBN. Listings that are mismatched will result in poor customer experiences which can lower your Customer Metrics.

    . Maintain up to date listing details. When required, use the tools in your Seller Account to edit the product description, item price, or different shipping types you offer. Maintaining up to date listings is one way of ensuring lower potential order problems.

   . Increase product exposure and eliminate over-selling by managing in real-time product stock level re-calculation and posting updates across multiple marketplaces and comparison shopping engines via the ChannelSale platform.

If you are one of those who use inventory uploads, ensure that all items in a feed must be processed before any of the changes appear on Amazon.com. Upload time sensitive changes first in a separate feed, and upload changes that are not time-sensitive in a subsequent  feed.

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How to help buyers to quickly discover your products

Steve Burns Posted On - November 30, 2012

How to help buyers to quickly discover your products
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Categorize your products with accuracy

Accurate categorization will help customers to quickly reach your product. Inaccurate product categorization will dump your product into the “everything else” category which I commonly refer to as the graveyard of online commerce.

Pro Merchants – make sure that your item-type-keyword values are written correctly and only use lower case letters and dashes. Compliance is the trick to get good visibility.

If you have a doubt about how your product must be categorized, search for existing products on Amazon.com, check their product descriptions and categorization and follow the same. What works for one will work for another.

Ensure that your product titles are professional

Crisp, professional product titles are of great importance when you want to sell online. Keep your titles tidy and maintain the continuity of Amazon.com sold items.

Avoid additives like “Cheap”, “super” or “quality” when you are describing your product unless it is part of your trade name.

Consider that in a catalog of more than 90 million items, using unique and specific keywords to your product is the only way to stand out and be noticed. Have enticing pictures – your images need to communicate, attract and evoke desire to possess.Delegate less important product information to the product description and bullet points.

Brand Uniformity

When selling a brand that is popular, maintain brand accuracy and consistency- follow the way the manufacturer speaks about the brand. Keep capitalization to the minimum. This will help the browser to have a better browsing experience on the site.

Avoid using Trademark symbols and do not use the abbreviated “&” stick to the long form “and” whenever possible.

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Happy Selling!

This blog is brought to you by ChannelSale.com– a platform that empowers you to distribute your product feed to as many as 200 different shopping channels such as  marketplaces, comparison shopping engines and affiliate netowrks. It provides incisive analytics and is a success enabler for online merchants. To view a demo of ChannelSale and its possibilities, call 1-866-709-9495 or email info@channelsale.com or for more information click ChannelSale.com

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Relevance of Social Media for e commerce marketing

Steve Burns Posted On - November 30, 2012

Relevance of Social Media for e commerce marketing
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First I am going to write this blog. As soon as I complete it I am going to post it on Facebook, Featured Social Media and Twitter.

There was a time when authors said, nothing published, nothing shared.

Today it is quite the opposite, nothing shared, and nothing published.

Sharing information on social networks is something that has permeated human life in all its aspects – from shopping to sex. But this blog is about the former. The latter can be dealt with later.

In context of this blog, I would like to speak of social commerce. Not e commerce. Not social media but Social Commerce – of how the social media impacts e commerce.

Want to benefit from Social Commerce? Let’s speak of Customer Reviews

YouTube
Facebook
Twitter

Customer Reviews

It never ceases to amaze me that there are still e commerce sites out there that do not permit customer reviews. Why? The usual suspect reasons are:

Our products are highly complex.

Our products are extremely difficult to ship

Our customer base is very unreasonable

Let me speak plain turkey – if you are scared to let customers review your service, you should not be in e-business or any business today

Customer reviews can come by way of Seller Reviews and product reviews.

Seller Reviews

Bizrates Insights is a recommended forum for Seller reviews.  It is free, it is easy to implement and it is one of the review sources for Google Product Search.

Product Reviews

Power Reviews and BazzarVoice are two popular service providers for product reviews. You cannot go wrong with either of them. If you are one of those anxious sellers who think most product reviews will be negative, here is some heartening news. “80% of the reviews on Bazzarvoice rate products as 4 or 5 stars”.

YouTube

Everybody knows YouTube, and its potential for making your video’s viewed. Every merchant should be using YouTube to feature his/her product videos. The idea is to make simple elegant product videos and feature them in your landing page. Do not try to make every video viral. It does not work.

When you make your videos, remember to know and identify your audience well. Make your videos in the language and style that your consumers are used to. Incorporate their kind of humor and let them identify with your content.

Your first goal with YouTube should be to make and publish videos that will increase your conversion rates on your product landing pages.

Facebook

There are two sets of opinions about Facebook. One it is the future of e-commerce. Second – people don’t go to Facebook to shop. Suffice to say that the wise men say that Facebook is not a direct selling channel. But it can be a great influencer. Sales on Facebook pale in comparison with any of the top CPC sites.

Don’t underestimate the power of social acceptance on your sales. If a hundred thousand people like your site and your offerings, you are that much more credible. The same goes for a product with a lot of likes.

Twitter

Your approach to Twitter should be based on a simple question – are people already tweeting about you? If you’re unsure about this, go to http://twitter.com/search and do a search for your brand. If people are already tweeting about you, it makes sense to use Twitter as an extension of your customer service. Remember that Twitter is completely public so it is a great way to demonstrate the quality of your service. Search for a tweet believer and place the responsibility to manage your company’s Twitter handle on him/her. It requires a true believer to completely exploit the possibilities of Twitter for your organization. Another tip – if you are selling branded products, then follow the brand’s Twitter followers, they already like what you are selling.

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Happy Selling!This blog is brought to you by ChannelSale.com– a platform that empowers you to distribute your product feed to as many as 200 different shopping channels such as  marketplaces, comparison shopping engines and affiliate netowrks. It provides incisive analytics and is a success enabler for online merchants. To view a demo of ChannelSale and its possibilities, call 1-866-709-9495 or email info@channelsale.com or for more information click ChannelSale.com

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The Increasing relevance of Video marketing in modern online retail

Steve Burns Posted On - November 29, 2012

The Increasing relevance of Video marketing in modern online retail
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Videos were around for a long time before the onset of online marketing, But what has changed now is that with the advent of online marketing and communications, the distribution cost of videos has reached zero or thereabouts. There is no media cost, there is no distribution cost. Video distribution is to online communication what TV is to the newspapers. It is audio visual in appeal as against merely visual/pictorial. How do you use videos effectively to drive traffic and sales? Here are five pointers.

Firstly define the stage of the customer life-cycle during which you plan to use video marketing to communicate your message. A consumer’s life cycle is defined as:

Every customer is at one or the other stage of this life cycle. The attention getting part is where you use brand led communication to catch the mind and the imagination of the customer. At the interest stage, you evoke his interest in possessing what you are selling. During the next phase you inculcate a strong desire and willingness in the mind/heart of the consumer to pay good money to possess what you sell. Then you provoke action by inciting the buying decision. The last stage is brand loyalty, wherein you retain the consumer, and coax him to probably recommend your product to others.

Video’s can be used to communicate to potential and actual customers at each stage of this consumer life cycle. Deciding at which stage you want to communicate will help you narrow down the messaging for the communication, and help you design the metrics that will showcase the efficacy or otherwise of the communication.

Choose a marketing tactic and focus your energies in executing this well.

This is the stage when you actually start planning your video marketing. You need to decide how the video will engage potential customers, and/or existing customers. This is an important decision as it will decide the length of the video, the possibility of embedded links etc. Social media is one place you can showcase your video – active sharing is a economic user driven way to popularize your video. You can also have it showcased on your website to attract the website’s present traffic to view it. Press Releases with video content are also another good way to spread the message across different content distribution networks.

Identify and engage a video producer who will produce the content for you

With increasing access to video cameras and online assistance in everything from how to shoot and edit, you can certainly create your own video. But it is a good idea to engage a professional, merely for the finesse and the experience that he brings to the exercise. The obvious reason is that a well produced video will attract more eyeballs and sharing. They are also a good source to identify and use channels that will make your video popular. Given the fact that this is their everyday business, they will know the sites where you can get maximum eyeballs.

Produce your video content and then publish them online

The thing to remember when you are publishing video’s online is that this is exactly like any other content. It needs to be eminently searchable for it to be found. Carefully choose your tags, descriptions and keywords to ensure that you reach the maximum number of viewers. Revert to stage two and review your tactics and apply them to popularize your video.

Monitor the results of the video and calibrate y our next steps to increase popularity and viewing.

Keep a keen watch on how the video is doing. Track things like views, comments and likes to gauge the level of consumer engagement with the video. Check how the video is directing traffic to your website and find out how much time people are spending on your website. Be patient as video’s take a little time to kick in results.

When you achieve good ranking, ensure that it is kept up. High ranking will keep providing you with new insights and traffic. Keep rolling with the organic traffic it is attracting and do not expect it to go viral overnight. When more people share it, it may be a good idea to have a poll and discover what element made them share. If it has attracted negative comments, ask the commentators what aspect of the video brought about negative feelings.

Lastly check how much of the traffic that the video drives to your website is actually getting converted. Many a time, you bring the horse to the waterfront, but the horse refuses to drink! The efficacy of a video can be judged well only if your conversion at the website end is tight and effective.

This blog is brought to you by Channelsale.com a platform that enables you to handle your feeds and get analytics about your product performance across multiple marketplaces and comparison shopping engines. We offer both self driven as well as managed solutions that helps online merchants to improve their results.

To see more, visit www.ChannelSale.com

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