Internet Marketing for Auction Sales Part 2
Tuesday, May 20th, 2008Here is a followup to our Part 1 in this series
National aggregate websites
Anyone who is serious about getting the full benefits of using the Internet knows that there are national auction advertising websites who specialize in getting your upcoming auction listing in front of as many potential bidders as possible. Bidders and collectors may be quite interested in items at one of your upcoming sales, but only if they know about it. Bidders 50 miles down the road may not have ever heard of your company, may not read the same newspapers you advertise in and are out of range of any radio advertising you may do. But they may watch the listings for their home state on a national auction website. Most importantly, they may SEARCH for a specific item they are interested in or have an email alert set for that search term so that they are immediately alerted when you add that sale.
Auctioneers know that since the Internet became popular, they can never underestimate the tenacity of a collector to travel across long distances for the opportunity to bid on a single specific item. If an auctioneer is planning to do even 1 sale a year using live online bidding, they should be taking every advantage to advertise outside their local area with every service possible.
The added benefit to an individual sales bottom line from one extra bidder can easily pay for an auctioneers entire Internet advertising budget for the year.
These websites have such credibility with the search engines such as Google, Yahoo, and MSN that they can get your name and upcoming sale into the 1st page of results usually within a few days. Just having your own website linked to from these high credibility websites will help your own website show higher.
The largest and most effective of the national services are AuctionZip.com and GlobalAuctionGuide.com . These sites have 2 distinct business models and target bidders in completely different ways , so they are both very worthwhile to advertise with.
AuctionZip.com is the largest auction website on the Internet with thousands of auctioneers posting sales for free. They are very strong in the eastern part of the United States and have a great following of bidders.
GlobalAuctionGuide.com is the largest network of auction advertising websites on the Internet with over 50 websites carrying auction content for as little as one dollar a day. These include many newspaper, radio networks and niche websites, and are especially strong in the Midwest and in certain industry segments.
Central Auction Hub
The Central Auction Hub is an industry initiative to help auctioneers get the most of their Internet advertising without spending days doing it. The ability to add your information to one website in a few minutes and forward it to multiple other websites in one click is the next level of service offered to auctioneers.
This allows the auctioneer to add/edit their text and photos at any participating website without needing any special computer knowledge. They can then have their information show on their own website, their national websites, their state association websites and many other auction advertising websites.
As mentioned in the title of this Blog Series, this is part of how to get 30,772 pageviews of your next upcoming auction sale.
Text / Photos / PDF’s
Bidders are using the Internet in more sophisticated ways every day. They are looking across larger areas for specific items and especially want more detailed information about these items. An auctioneer who simply posts a date and location is losing out immensely on potential bidders .
The attached pie graph courtesy GlobalAuctionGuide.Com shows how nearly half of their users are searching for specific items in their database.
If you only post the basic details of a sale trying to get bidders to click on a link to go back to another site for details, you can see how you are missing out on a large amount of traffic.
Time
The ability to have an upcoming sale advertised for the longest period possible is one of the most important tricks to having a successful sale. Many auctions in Western Canada are posted in October for a sale date the following April. You can see how this will give the auctioneer the maximum exposure to browsers and searchers. This length of time also gives high ranking for your sale in general search engines such as Google.
While 6 months is not the usual timeframe for most auctioneers, the shorter the timeframe the more important it is to get the information online as soon as possible.
A trick of the most successful auctioneers is to sign a contract in the morning, post the basic information by lunchtime. Add photos and then type out their salebill and have it posted by 5 PM.
The client will be very impressed to see their entire auction professionally posted and advertised the same day.
The more details, the more text, the more photos, the more pageviews, the more bidders, the more time, the more websites = a better bottom line.
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