Table of contents for The eBay marketing bible : everything you need to know to reach more customers and maximize your profits / Cliff Ennico and Cindy Shebley.


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1 Developing a Marketing Strategy for Your Online Business         19
Building a Successful Marketing Strategy in Four Steps             19
Step #1: Who Are Your Customers Going to Be?                       26
Step #2: Why Are These People Going to Buy from You?               32
Step #3:What Should You Be Selling on eBay?                        41
Step #4: How Will You Get Your Message Across to Your Customers?   48
2 Building a Market-Friendly eBay Presence                         53
Creating an Experience for Your Buyers                             53
Your eBay User ID and Store ID                                     58
Your About Me and My World Pages                                   64
Elements of an Attention-Getting Listing                           73
Building Your Brand in Five Easy Steps                             83
eBay Listing Upgrades                                              95
Using Your eBay Store Custom Pages to Generate Search Engine Traffic  98
Do You Need More Than One Store?                                   104
3 Using eBay to Market Your Products                                111
eBay's Policies and How They Affect Your Online Marketing Activities  111
What People Look For When They Surf the Web                         117
Marketing Tools Inside the eBay Store                              122
Creating Buzz in the eBay Community                                127
Marketing by Doing Good                                             133
Keys to Scoring That Online Sale                                   135
Small Details That Build Loyalty                                   140
Marketing Doesn't Stop Once You Make the Sale                      143
4  Online Marketing Strategies and Tools                            151
Two Fundamental Marketing Rules to Remember at All Times            151
What Internet Marketing Is (and Isn't) All About                   154
Search Engine Optimization                                         158
E-Mail Newsletters                                                 168
Blogs                                                               181
How to Squidoo                                                     188
Podcasts                                                           192
Videocasts                                                         196
Social Networking                                                  201
Making the Most of Web 2.0                                         210
Should You Be on the Cutting Edge of Web Commerce?                 214
Track What's Working and What Isn't                                216
5 Offline Marketing Strategies and Tools                            221
When the Best Way to Market an Online Business Is Offline           221
Press Releases                                                     223
Newspaper, Magazine, and Print Advertising                       231
Radio, Television, and Billboards                               234
The Marketing Power of Adult Education                          239
Guerrilla Marketing                                             245
Everything Your Customer Sees Is a Marketing Opportunity        249
6  Developing an E-Commerce Empire                              265
Building Synergy Among Multiple Marketing Channels              265
Make YourWebsite the Center of It All                           268
Reaching Out with Yahoo!, Amazon, and Other E-Commerce Platforms  276
Tips on Linking It All Together                                 284
Ubiquity Is the Ultimate Marketing Goal                         289



Library of Congress subject headings for this publication: Internet marketing, Internet auctions, eBay (Firm)