Social Media & Ecommerce
Getting Social
Like it or not, social media is incredibly vital for any commercial enterprise, especially one as intrinsically tied to the Web as ecommerce. Your social media efforts can start way before you open up your e-store. The most important functions of social media are establishing your place in your market and building a community. Avoid the hard sell in any of these arenas. If you provide good content and products, and develop a strong community network, sales will come in time.
The following are the most basic and vital social media utilities that you should think about using.
Blog It!
A blog is one the simplest and most direct ways of getting your ideas out there to a large group. They allow you a medium for spreading longer, well-developed ideas instead of quick bursts (like Facebook and Twitter). You can also post pictures and videos in amongst your story, giving it a stronger, multi-media appeal. Start blogging as soon as you have a business idea in mind. Wordpress and Blogger offer quick, easy, intuitive blogging platforms that anyone can use. Your blog will be your "home base" and a way to establish yourself as someone who really knows about the business you are getting into.
If you are going to sell specialty camping gear, then start writing about outdoor activities that you and your circle of companions have engaged in: weekend up in the mountains, day hike in a local state park, even just an informational post about a packing list for such a trip. Pick at least one day per week when you know you can post something, and make sure to let all your blog visitors know that you will be posting on the same day each week. This gives them a reliable schedule to look forward to and keeps them constantly coming back for new material.
Almost everyone has a Facebook page. Shift into business mode by making a page specifically for your business. Encourage all your personal friends to "Like" your business (the equivalent of being "friends"). Use your Facebook page in tandem with your blog to get news out about your business. It's also a great way to create events, invite people to those events, and maintain an ongoing calendar.
Until you have an ecommerce store setup, think of your Facebook page as your virtual storefront, inviting potential customers in to find out about your business and get comfortable with it. The more comfortable people are with you and your business idea, the more likely they will be to make a purchase from you at some point in the future.
Twitter is a great way to keep the social media conversation warm but keep your commitment light and unobtrusive. Link your blog to your Twitter and Facebook accounts so that your followers get a heads up whenever you post something new. Use your Twitter account to sound off about topics related to your market and keep yourself in the minds of your potential customers. Be sure to avoid the hard sell here, as it can be very offputting, but when your e-store is open, don't be afraid to Tweet the occasional last-minute sale or promotion. Use your judgment.
YouTube
This one is more optional than the others (especially since you can post videos in many blogs and on Facebook), but if you love videos and have the time and energy, then they can be a great way to bring more customers into your world and let them know who you are and what you are about. Be sure to post consistently and to avoid an advertising feel.
Depending on your specific market, a professional network like LinkedIn could be a boon to your social media efforts. Use LinkedIn (or another, appropriate niche network) to further promote your professional bona fides. If you are in a more artistic or craft-oriented market, try finding a specialized network for people like you. When it comes to building community, the more the merrier.