This week, I have a guest blogger: Helen Fang. Helen is the social media expert at Vendio, an ecommerce software company that enables online businesses to sell on Facebook, eBay, Amazon, and Google from one platform.

It is no secret that the popularity of social media sites continues to grow. Smart online
businesses are taking advantage of the ability to sell through social media sites like
Facebook and Twitter. Even businesses that do not offer products can still leverage
social media to build brand awareness or increase the number of leads or sale for a
service.

The power of social media is that it enables businesses of all sizes to play on the same
field and compete for the same customers. Anyone who would like to find easy ways to
sell online can do so very easily with the help of an ecommerce website and social media
marketing tools.

If you’re a small business looking to get started, but feel overwhelmed by the number of
options – then look no further. We’ll break it down for you in four easy steps.

1. Create an ecommerce website.

You have two main options: first, you can add a “shopping cart” to your existing website. This enables you to create online transactions. PayPal and Google Checkout are two very easy options. If you don’t have an ecommerce website or if yours currently needs an upgrade, do some research before you commit to buy. There are many ways to get an ecommerce website for free or for very little money. The most important question to ask an ecommerce website provider is if your new website can grow with your business? For example, if you have 10 products now, but hope to grow to 100, will your website be able to handle it? Will you be charged a much higher fee? What other charges could there be (e.g. hosting, bandwidth, images, SSL)?

2. Build a strong social brand by developing your ecommerce friendships online.

To build your social brand online you will need to establish a strong presence. One way to
do this is by developing a following online in the social media sites. Start engaging others
regularly in conversations and work in ways to talk about your business. The number
one mistake that businesses make is to simply “join” a social network versus “creating
a presence” on a social network. Know the strengths of each social media channel and
think about it as a marketing channel. Remember that social media is simply a way to
engage with your customers. You still have to close the sale.

3. Increase your social presence with help from your existing customers.

One great place to start is to leverage your existing user base. Tell your customers via newsletters,
blogs, and on your website that you’re on Facebook or Twitter and give them a reason to
follow you. These are people who are already interested in you and will probably help
you spread the word about your business. Simple offers like free shipping or customer
appreciation coupons really help to drive the message home. Make your customers your
best brand ambassadors.

4. Sell directly to your customers on social media channels.

While Facebook commerce or F-commerce is still relatively unproven, the possibility of selling to 700 million users can’t be ignored. Therefore, after you have started (because social media an ongoing strategy that never stops) steps 1-3, the next thing to think about is getting your Facebook fans to buy from you. By engaging others in conversation, befriending them and sharing with others people will begin to build up a trust in you and your ecommerce business. If you’re wondering about how to sell on Facebook, there are many providers who can help – many that are free.

5. Define your strategy and stick to them.

Too often small businesses want to hop on the “newest” social media channel. Keep in mind that this channel may not work for your business. The best way to succeed in social media is to stay focused on your end objectives and always calculate your return on investment. If you’re spending 10 hours a week on social media, how much is that worth per hour? Would that money have been better spent on paid search or a new web design? These are all things you should continuously evaluate because social media, but its very nature, is social. This can result in a huge time suck and you have a business to run.

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When I was down in Austin for SXSW back in March, I got to meet Carrie Atkinson, the woman behind “Sock It to Me“. I was pretty excited, I LOVE her socks. I remember buying them from her years ago at Saturday Market and buy them all the time at Sock Dreams. Socks are a present my husband knows I will always love!

Carrie’s done an amazing job growing her business based around socks! For over 6 years she’s built her business, one pair of socks at a time and you can now find her socks all over the globe in stores and online. I had a chance to interview Carrie about her business and her secrets to marketing her online store!

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I have a lot of clients ask me, how can I use video on my website. Everyone is doing it, right and it attracts a younger crowd. Where should I start?

Each month, Americans watch over 3 million YouTube videos so it’s proven that there’s a lot of interest. The challenge is figuring out how to produce a video that has content that will reach your customer and encourage exposure so it’s watched and shared by many.

Starting with YouTube is easy because it’s free, easy to use, and appeals to a mass market.

Here’s some simple tips on what videos you could add to your e-commerce website.

1. Product Support. Create a video that satisfies some typical FAQ of your customers. Online support can be more innovative and create a better response than having to put your customer on hold.

2. Tour Promo. Give a tour of your studio or retail store or office. Your clients would love a behind-the-scenes looks at your company and what you might have up your sleeves for the next quarter or year.

3. Direct Sales. Give a demostration on how to use your company’s product. Make the video fun and interactive, something the customer will want to share with friends and families.

4. Testimonials. I’m starting to see more video testimonials from customers. Why not ask your customers for one. It’s nice to provide an incentive since it’s more time-consuming than simply sending an email testimonial. (give an example)

5. Viral Video Contest. Create a contest that’s focused on your products or how they can be used. Be sure to set up some ground rules and offer a reward for the winner.  (give an example)

Overall, be creative and don’t be afraid to use video as a medium for your online store. It can be a great tool to help promote a product that might need attention or introduce a new product.

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Below are some of the mistakes that commonly happen when a business sets up an online store. By being aware of them and focusing on what you should do, you are already on your way to a successful business.

#1 Not budgeting enough money for marketing

Build in a marketing plan and budget while designing and building your e-commerce website. No one will come and visit  your website if you don’t announce and optimize it for new and returning customers.

#2 Understanding the commitment involved for your customers to purchasing products

It takes a special experience to keep attracting customers to come back and purchase from you over and over. The experience is much more unique than someone signing up for a newsletter on a website. There can be a lot of steps in purchasing a product and it’s up to you as the business owner to make sure to keep it as simple as possible. Reduce obstacles, add value to the customer’s shopping experience, and build trust that it’s safe and easy to shop on your site.

#3 Remembering that your customers can’t feel/touch your products

Don’t forget to account for zoom-in photos, product descriptions, and other tricks to help your customers get to know your products. Pay close attention to your competitors and how they are marketing similar products.

#4 Ignoring how to set goals for the design revisions

It’s easy to want to keep tweaking the design layout or framework of your website since it’s less expensive than a print catalog to create and maintain. Don’t let yourself get caught up in that cycle. Be sure to work with your web designer or development firm on each step to know which would be the best plan and direction for your site. Don’t expect perfection, but aim to achieve your branding and personal touch as much as possible.

#5 Reusing print material  for online marketing

The same flyer you used for a trunk sale may not translate the same as an email newsletter online. Work with a graphic designer who can help you get set up or deliver marketing assets both in a digital-online and prin format that is appropiate for each distribution channel.

Check back next week for the final 5 tips!

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I discovered Threadless after asking a few friends where they got their awesome one-of-a-kind t-shirts. I signed up for Threadless’ email newsletter and have been amazed at how entertaining and fun it is to shop at their site. They have a special formula – let me explain who Threadless is -

Threadless is a community-centered online apparel store that began in 2000. The business is primarily based on community voting – members of the community submit t-shirt designs online – which, by the way, are some amazing pieces of art.  The designs are put out to a public vote. A percentage of the submitted designs are selected for printing and are sold through their online store. Winning designs receive prizes of cash and store credit.

Their marketing ranges from traditional – holding a “scary designs” contests for Halloween or using social media tools like Facebook,  dedicating themselves to interact with their customers and attract new ones. Here’s some of the ideas they have been cooking up:

• Fans can add items to their cart directly within the Threadless Facebook Page. After choosing your size and clicking “Add to cart,” you’re then directed to Threadless.com where you review your order or return to the Facebook Page and continue shopping.

• Under their tab “New Tees”, you are able to browse the new items of the week. You can post a comment about a t-shirt which then posts to your Wall and News Feed.

• Every Thursday, the company posts hourly videos, giving away prizes by spining on the prize wheel to random fans. Its like a short talk show with prizes and no celebrity guests.

Here’s another profile of Threadless with more examples of how they use Facebook . Who wouldn’t want to go and hang out on their Facebook Fan page? Sounds like fun

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