eBay is now 8th most visited site on internet and it has just one purpose - sales. With 40 million visitors per month most eBay sellers are missing a golden opportunity. They are missing opportunity to cultivate long term clients.
It is a proven fact in marketing that you will continue to buy over and over again from people and companies that you know, like and trust. Yet 95% of all internet marketers fail when it comes to eBay. Most are looking for fast buck. They have completely miss opportunity to use eBay as a lead generation tool. They miss opportunity to create a list of people that will be willing to consume your products over and over again.
Lead generation on eBay can be accomplished in several ways. The most popular way is by using self liquidating ad. A self liquidating ad is one that pays for itself. In other words your customer directly pays your advertising costs. They purchase from you, some form of advertising.
Let me give you an example of a self liquidating advertisement. Recently I saw in a magazine an ad for a pair of sunglasses. The ad claimed that sunglasses were free you just had to pay shipping and handling costs. My guess is that advertiser probably wasn’t making much if any money on sunglasses. But they also weren’t losing any money. The shipping and handling most likely covered their actual costs. What they really wanted was something far more valuable – your contact information and your “permission” to market to you. In other words they are looking for qualified prospects - prospects that are interested in products and services they are selling.
Once a company has your contact information and “permission” to market to you, they will begin to establish a relationship. They will do this in a variety of ways including sending you ads for other product and services you may be interested in. Over time most customers will be worth many times more than their initial purchase.
Since eBay is purely commerce site it is a perfect place to do a self liquidating ad. Let’s look at an extreme example. Let’s pretend that you own a car dealership that only sells high end cars. We will assume that your average car sells for $65,000. One way you could use a lead generation self liquidating ad would be by “selling” a special report. For example you could sell a report on eBay entitled “18 Ways to Drive Car of Your Dreams for Less Than Cost of a Yugo”.