My client is sells football memorabilia from around the world; signed and authentic high-quality products. We’ll be launching the website with e-commerce facility soon. In this sector, besides the usual SEO and PPC, what other methods would you recommend for attracting visitors to the site, increasing newsletter subscriptions, creating word-of-mouth and, obviously, increasing sales?

###

Jay’s Answer: The #1 thing I’d suggest is getting a trusted 3rd party to authenticate/guarantee the memorabilia. That would be my first concern – Can I believe that the football is really signed by who you claim it is?

Make sure you have high-quality photos of each offering and lots of supporting text (for the search spiders).

Get listed on various memorabilia sites, such as:
http://sporting-goods.pricegrabber.com/football-memorabilia/p/1779/

Create an eBay store, list products on Amazon, etc.

If you have truly unique products, consider a press release.

If your products are from a limited number of sports teams, co-market with them.

Find memorabilia blogs and write about what’s special about your products.