ebay Australia launches "Buying Guides" today! What's the opportunity?

E-newsletter sent to Ebay members on 16 August 2013

eDigital Review - New ebay Australia Buying Guides

Quite interesting that after writing last night my only article about ebay Australia Social Media Strategy keynote presentation at Illawarra Digital 2013, I woke up today with the above e-newsletter in my inbox.

I remember the "Buying Guides" topic was mentioned but was not quite sure when the buying guides functionality on ebay Australia website was going to be live. 

Well, it is live now and anyone who is a member can start creating their own buying guides for other ebay members to read. 

Benefits for ebay Sellers

• Another way to generate traffic to their product pages and ebay shop.
• Position sellers as experts ( if they create compelling buying guides - Some seen today look horrible!)

Benefits for ebay users

• Have some advice and tips pre-purchase.

Benefits for ebay Australia

• Fresh, unique and powerful SEO content that search engines (Google) might start crawling, indexing and giving top SERP's.

ebay Australia Buying Guides - How they look

Not that great as they are not polished or curated by someone internally at ebay. This means any user can create and launch a "Buying Guide". In the example below there is no images, no videos, no subtitles or any clue that is SEO optimised from a content perspective.

ebay Australia Buying Guides - Back End

• Just a plain WYSIWYG. I would have expected a video tour to let users know how to use the WYSIWYG
• If you want to add an image of a product that you as a seller already have on one of your ebay listings you cannot easily add it. You have to upload the image from your computer. That's silly!
• No tips on how to write a killer buying guide. After browsing many guides you start seeing so many inconsistencies in term of style and form.
• No tips on how to make it SEO friendly. 
• No option of embedding video using Internet Explorer (bug)
• No tips to write killer call to actions.

Letting people write any sort of "buying guide" might give ebay Australia a traffic boost but it might need some sort of structure in place to ensure quality, readiness and engagement.

NEXT

• Call Mauricio - Digital Marketing Specialist & on +61481 367 711
• Check Mauricio Escobar Mármol LinkedIn profile.
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EBAY Australia Social Media Manager Presentation - Take Aways @ Illawarra Digital

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I went down to Illawara Digital event at Wollongong, NSW, Australia on the 24 of July 2013 to listen Daniel Young - Social Media and Content Leader for Ebay Australia.

Daniel's key note was my favourite of all presentations and some of the key take aways were:

Daniel Young - Social Media and Content Lead - Ebay Australia

• Having a mobile optimised website is possibly more important than doing social media. Get the basics right first.
• 7 million visitors a month to Ebay Australia.
• 84% of products are new products and just 16% are second hand
• Mobile traffic is a key player on Ebay Australia strategy. Ebay Australia Mobile traffic already accounts for 53% of total traffic.
• Customisation is key: Ebay presents products that shoppers are interested on.
• Ebay market positioning between: Amazon (Utility) and Pinterest/Etsy (Engagement).
• Ebay Australia key Social Media objective: Sharing products and stories; advocacy.
• Create and publish great stories to inspire shoppers as the key of Ebay Australia Social Strategy.
• Ebay Australia key consumer segments where they are currently focusing on: Mums and Fashion (Fashion Gallery launched mid 2012) with over 60 retailers signed up for the fashion gallery.

Ebay Australia Fashion Gallery - August 2013 - Home Page Carousel 

• Ebay Australia is also working with bloggers and trend setters to get people share great stories and products.

Other Tips from Daniel to companies doing social media:

• Have a clear objective.
• Better to concentrate on one social channel and be deep than having many social channels and being thin.
• Identify your value proposition and promote it well.
• Share your knowledge.
• Do not expect immediate results
• Great Case study: Black Milk (Brisbane) No traditional marketing, just use of Social Media with fantastic content.

Black milk Clothing homepage - Social Media is the only driver of engagement and sales

• Your customers are fuel for inspirational stories.
• Also find unique product stories. Example: Australia's most expensive Holden for sale on

We are Social is the current Social Media Agency for Ebay Australia.

NEXT

• Call Mauricio - Digital Marketing Specialist & on +61481 367 711
• Check Mauricio Escobar Mármol LinkedIn profile.
• Follow us on Facebook, Tumblr, Twitter or Google+
• Are you a retailer who does not sell on ebay yet? Check this out: