Marketing your auction is an important part of building a successful business. Starting out can be a dauting process, but here are some tips and resources to grow your user database and get moving in the right direction!
We will be updating this article with new information and suggestions over time, so be sure to check back.
Do you have a tip or resource that works for your auction business and would like to share? Email us at support@maxanet.com. Teamwork makes the dream work!
Build an email database and communicate
It's important to build a clear line of communication with website visitors and bidders to keep them engaged and active on your site. Email marketing is an inexpensive way to keep them informed and updated. Here are a few suggestions for using email as a marketing tool.
Use a third-party email service like Constant Contact or Mailchimp to collect email addresses and build informative and visually appealing emails. Some email providers even offer a limited free version.
Add an email sign up option to your website to build your subscriber list. Make sure it is clearly visible to website visitors and easy to use. Most third-party email services have integrations with WordPress so when a visitors enters their email address, it will be saved directly to your email list. (If you are using one of our WordPress templates, we can help with this!)
Suggested email topics:
Send an email to let subscribers know when a new auction is starting. Make sure to include a link to your auction page in the email so they can easily connect to your site.
Highlight high interest items to draw them onto your site. Again, include a link to the featured item with clear images to capture their attention.
Offer a promotion – things like free shipping or a small gift at pickup. (Think holiday, offer hot chocolate in the winter, free ornament at Christmas, candy bag at Halloween) Get creative! It doesn't have to be anything big, just something to create a fun and exciting twist.
If you are a company that is creating and auction component to an already existing business, make sure to send an email blast to all current and past customers letting them know you now offer auctions. Include the link to sign up as a bidder in the email! You will also want to announce this on your social channels.
Website SEO (Search Engine Optimization)
Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. Here are a few things you can do to make your website more easily found, and also learn more about who is visiting it and where this traffic is originating.
Yoast SEO - a WordPress plugin that improves your website's rankings on search engines, by helping you optimize your site's content and keywords. If you are using one of our WordPress templated, we are happy to install this upon your request. We can then provide you the credentials to your WordPress account so that you may work within the plugin to maximize the its SEO capabilities.
Facebook Pixel - The Meta Pixel is a piece of code that you put on your website that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
Add the Facebook Pixel to your Maxanet site, see instructions below
Google Analytics - to track website activity such as session duration, pages per session and the bounce rate of individuals using the site, along with the information on the source of the traffic.
Log into your Google Analytics account, then view the video on where to find your Google Tracking ID. How to find your Google Analytics Tracking ID
Add Google Analytics to your Maxanet site, see instructions below - (this can also be added to your WordPress website).
To add your Facebook Pixel ID and Google Analytics ID to your Maxanet page, login to your admin panel and navigate to the green Go To Admin button at the top right of your screen and find the Preferences column. Click the "Add" button or pencil icon to add the corresponding ID.
Create a Google Business page
"More people search for businesses online than anywhere else, so it's important to make sure your local business listing can be easily found on Google and Google Maps. With a Business Profile, creating a great listing takes just a few minutes and doesn’t cost a thing."
Include updated business hours and contact information. Make sure to keep this information up to date when there are changes or you are closed for holidays.
Ask happy customers to leave a Google review so that other potential bidders can see that your company has a positive reputation. Google Business provides a link directly to your Google review page to make it easy for happy customers to leave a few words about their experience.
Create social media channels and share
Create Social Media pages for your business. Depending on your business, you may not need/want a presence on all of them. Facebook, Instagram and LinkedIn are usually a solid place to start, but depending on the type and size of your business, you may consider others.
Add social icons to your website and Maxanet landing page that link directly to your social pages.
Make sure your pages stay up to date with location information, hours and links to your other social channels.
Post often/stay active to keep followers engaged and your profile active in their feeds. Some post ideas can include:
Upcoming auctions information
Highlight exciting items
Employee introductions
Fun stories about customers
Share positive business reviews
Use relevant hashtags in your posts, such as #onlineauction #autoauction #estatesale, etc. “The point of using hashtags on social media is that you are indicating to a follower/user and algorithm that your content relates to a specific topic or category. Ultimately, it helps users to find relevant content easily across platforms so your content is discoverable to a wider (or niche) audience.” – Digital Marketing Institute Check out this website that will help you find relevant hashtags: https://best-hashtags.com/hashtag/auction/
Join your state’s Auctioneer Association for additional advertising, networking opportunities and professional development. Many also have opportunities to list your auctions on their page. https://www.auctioneers.org/NAA/About-NAA/Partners/State-Associations.aspx