If you’re being social in the online world, it’s likely you are doing so that you can make money. Am I right? In order to do this, there are various elements of tweeting and posting that need to happen in order for you to actually reach this goal. To start, you need a purpose.

What’s Your Goal?

Want to increase your e-commerce sales? Hope to get more store foot traffic? Looking to gain new clientele? Whatever your goal – or goals – are, support them responsibly through your social media actions. Check out our five point guide to being social with a purpose:

1. Know what you want. This means identifying why you tweet or why you post. This also means identifying what you don’t want from social media.

2. Stay focused. Don’t get lost in the clutter social media can bring to your world. Stay focused on what it is you want to gain from it. Remind yourself everyday if you have to, or give yourself a time limit to tweeting or posting on Facebook or LinkedIn. Don’t waste time by clicking on every post or pop up you see just because you can.

3. Identify ideal posts & tweets. This means getting rid of all the extra tweets, etc. that don’t relate to your goals. And  I’m not talking about other people’s tweets. I’m talking about yours! Be known for business, not your personal life, if that’s what you want.

4. Engage with others. No matter what, engaging is a part of social media. That’s why it’s called social. So just because you want things from people – such as them buying something from you – you must engage with your social media world in order to build relationships. Think of it as online customer service.

5. Be consistent. There is nothing worse than being lazy when it comes to social media. If you choose to make this a part of your marketing and sales plan for your business, then step up to the plate and do it regularly. Think of it as weight loss… if you eat a giant pizza then only lettuce the next day then pizza again the third day… will it work? Nope. It’s the same thing as social media. Consistency is key.

Finally, be realistic. If you know social media isn’t for you, consider hiring someone to do this for you. Some of you may even be okay eliminating it entirely from your business – though this isn’t ideal since we are living in a world where social media is only growing, not going away. Baby steps first, though. What’s your goal?

To help increase your opportunity for social sales, here are a few tips:

1. Announce new product arrivals or any other worthy news and monitor how much your traffic increases to your site as a result of your announcements. This allows you to also see sale increases during these times. It’s important to understand the relationship of sales and social media so that your time is spent wisely. Pay attention to what tweets & posts gain the most responses and link backs, as well.

2. Offer incentives to your followers on your social sites that would make them want to shop with you. Give coupon codes for purchases made during a specific time frame, for certain products or just because. Track the purchases made as a result compared to your total number of followers.

3. Allow old fashion communication to enter the picture. Social media is an extension of plain old socializing, which in shopping is part of the fun! People are familiar with this and some are even more comfortable with this. Include your phone number and email address as options for customers to connect if Twitter and Facebook isn’t their thing.

You should be open to the both the fun and the challenges of social marketing to allow for social sales if you want to be successful with online retailing. It’s tough, though. And competitive. Not only does your product need to be great (we know you have that covered), but your website and communication need to be great, as well. A balance of everything can equal to a wonderful reward of social sales.

Let’s forget about you for a minute, and think about your customers. Do they use social media? Would they if it was a more accessible experience for them? Would your store sales increase if customers interacted with you more online… even if you only have a brick and mortar store?

The thing about social media is that it’s not always about selling (though really it is… keep listening). Social media provokes small talk in a very modern way. From chatting about the weather to discussing your weekend plans, social media encourages conversation, very simply. And if you and your store encourage this conversation, the conversation will naturally lead back to you (sales!). One way to do this is by introducing a Social Media Console to your store. This console would be a dedicated space that only has your social media outlets available for customers to engage in – in other words, not just a computer for them to play on. Twitter and Facebook tend to be the most popular for retailers, though there are a variety to choose from. The key is creating a space for customers to talk abut your business while they are experiencing your business… even if they have their own smart phone. The experience is the whole catch. And if they aren’t the smart phone type but still like to check in to their Facebook account every so often, your store console is a great place to do it… providing they are chatting about your biz.

No space for a console? That’s okay. Remind your social media fans walking through your store to “check in” on their phone. An inviting reminder to “tweet” and “update” where they are and what they are doing… or better yet, include a pic… is a great way to gain visibility to audiences that may not already  know about you. And if they do know about you, it never hurts for a reminder to let them know your doors are open.

Finally, your store introduces hundreds of ways to market itself, and social media should be one of them. If you have a few minutes to spare, log on. Only have  second? Log on! It’s not going anywhere, so it’s time to make it a (big) part of your retail life.

Buyers across the country and around the world get introduced to new products nearly every day and as a result, can be overwhelmed with the decisions of what to buy and what to pass on. Favoring products they know will sell when it comes to what to bring into their stores often works in their advantage, however most smart buyers also know that introducing new products to their store assortment can also be to their advantage. Luckily, this brings you into the picture. Now the challenge is to stay on their radar so that when decision time comes, it’s you who gets the sale.

A few things to help leverage your product and brand from the enormous amount of competition that is also trying to gain the eyes of retail buyers includes the following:

1. Present your product professionally and with confidence. Make sure that you are prepared to present a polished buyer’s packet to all perspective buyers. It should include your product information, company details, designer details if applicable, retail and wholesale price points, opening order terms, delivery expectations and re-order details. Including photos that are professionally presented within this packet is essential. Color and sizing information as well as case packs are also critical depending on the product you are selling. Many new wholesalers speak up too soon when it comes to reaching out to buyers and as a result, their product is dismissed from the interest of buyers. Don’t let this mistake be your fatal failing.

2. Communicate effectively with buyers without wasting their time. Remember that buyers are very busy people between attending trade shows, shopping their competition, placing orders and re-orders, managing budgets and so much more. It’s extremely important that you respect this so that you can value the time you do have with them, whether it’s face to face, on the phone or via email. In doing this, many buyers will respect your attention to their time and as a result, you just may have an edge in their attraction to your product, as well.

3. Be in the right places at the right time. Attending trade shows is a great way to get introduced to retailers who would not know of you otherwise while also giving you an outlet of communication that may be hard to obtain through phone calls and email. But don’t jump onto the trade show bandwagon too late in the game. If you want to be in retailers for Holiday 2009, you are already late. Become familiar with the trade show calendars of your particular industry and make sure you plan to attend both national and regional shows to help launch your product. In addition to trade shows, scheduling in store appointments is an ideal way to get a buyer’s attention. Not all buyers will give new wholesalers this time, though, so make sure to stay confident and keep on trying despite a lot of no’s to your appointment requests. Sending your buyer’s packets via email (PDF files work best) or via snail mail is also a great way to get attention. Just make sure you are on time with the buying calendar. It never hurts to give your product some cushion time, too, since your product is new to the market. Following up on all outlets is essential, as well.

4. Network with everybody and anybody that will listen. You never know where your next account will come from. Be professional and always stay focused on your brand identity, direction and goals so that you don’t get lost in networks that aren’t leading you to your intended purpose. But do take the time and the chance to reach out and meet new people. Chamber of commerce groups are a great way to meet retail owners and buyers as well as national and global organizations, such as the Fashion Group International, that are directly dedicated to your industry. While this takes a lot of time, the amount of people you will meet can greatly impact your brand recognition and interest.

5. Stay focused on your long term plans despite short term temptations. As a new wholesaler trying to position yourself in the marketplace, it can get tempting to set your expectations lower or settle on something just to feel like you are making progress. While compromise and change should be expected, it’s important you don’t lose sight of your brand’s vision along the way. Sometimes saying no, passing on certain retailers or having to change your plans is the best thing you can do in an effort to get the right buyer’s attention. Remember that where you position your product will be important for buyers to know, so make sure you only put it where you think the buyers you want will approve of.

It can be a long and bumpy ride for new wholesalers emerging in the marketplace, but the ride is worth it if you see it through and continue to believe in your product. Be patient, be professional and be prepared in an effort to let buyers know you are ready for business!

Retail Minded Founder Nicole Leinbach Reyhle originally contributed this article to www.Nolcha.com. For additional support with your business needs, contact Retail Minded at nicole@retailminded.com.

1. Offer a unique product. Even better, offer a unique story to go with your product. Tell retailers how the product came to life. Make sure you do this FAST though – you only have a few seconds to capture someone’s attention, so your communication needs to be quick, effective and concise.

2. Share interesting facts that help support your product. This may include your dedication to leaving a smaller carbon footprint than your competition or possibly that you manufacture in the USA. Whatever your unique and important information is, let retailers know.

3. Remind retailers why customers want or need your product. Helping them understand this will make them want to see you for an appointment much more easily than if they don’t think customers need or want your product. But be realistic here, too. Retailers know their customers so if they tell you it won’t  work for them, don’t push it. No one likes pushy vendors – period. Do offer to send them more information, though. This can’t hurt – and possibly it may change their mind.

4. Be honest about the time it will take to meet with you. Don’t tell a busy retail store owner that you need 5 minutes of their time when really it takes you 5 minutes to set up your sales presentation and then another ten just to pitch your product. Be honest and they’ll appreciate this. If you are flexible with your availability, even better. And always, always, always understand that their customers come first. If you are at a retail store during store hours, you come second to all customers in the store at all times. Give them this respect and never act like they are doing you a favor for being there. Trust me, they are doing you a favor considering all the competition out there these days!

5. Make appointments to meet with retailers. Don’t show up unexpected and expect quality attention or interest. Respect their time and plan in advance to meet with them. Suggested route – email with PDF file of product information, follow up as necessary with phone call, then schedule appointment as appropriate. Some retailers prefer hard copies of line sheets and product information via snail mail, but I tend to lean on PDF files to save expenses and be more eco friendly when possible. Of course, provide them these tools if requested, though, and always have on hand during appointments.

Finally, after all the work it takes to secure an appointment with a retailer, make sure you are prepared and organized for your face to face meeting. This means having order forms ready to go, samples available, line sheets printed, and all other details polished and perfect for your face to face. Remember, retailers are short on time as it is, so give them the respect of being super organized and well polished in your presentation. The benefit for you? More likely that you will close the sale!

Retailers – we want to hear from you! What do you like wholesalers / vendors to do when pitching their products to you? Wholesalers - have some other suggestions? Please comment below. Thanks!

Social selling is when sales are completed as a result of social marketing. It does not represent the hits you get to your site from your social marketing, however. It ONLY represents the sales that take place from the hits from the social marketing. Have I lost you yet?

Social Marketing 101

First thing is first – in order to gain social sales, you need to be actively participating in social marketing. This means you should have profiles on such social sites as Facebook, My Space, Twitter and LinkedIn. You should determine which sites are most valuable to you and your business by understanding which sites you will not only use the most, but use effectively. Personally, I don’t believe you have to do them all but you should be a part of a couple to be effective. That said, the more the merrier. But it takes time, so be realistic with how much time you have to dedicate to social marketing so that you don’t create profiles that just sit there.

In general, to be effective with social marketing you should do the following:

1. Update your profile often with news about your business, photos if applicable, contact information and general profile information as necessary. Do not create a profile and then just let it sit without updates. Update it. Tell your audience about news of your business, what is new to your store, recent merchandisnig changes, exciting plans for the future and more. That’s key.

2. Be involved in your social marketing. If you have a profile on My Space and don’t use it, it is no longer a social marketing tool for you. You must be proactive in using the individual social sites you sign up with so that you gain recognition from your profile.

3. Most profiles will allow you to invite or be invited to gain “friends”, “followers” or “connections”. Don’t just wait to get invited – invite away!!! Look around the site to find who you believe your business and yourself would connect with, then reach out to them. This is how new people learn who you are.

4. Sell yourself, not just your business. Whether your are tweeting or posting updates on Facebook, get a little personal with your connections. This is what makes social marketing social. You don’t need to tell the world about your lousy afternoon at work due to being in the red from too many returns, but you can let them know you are having a bad day. This makes you real and utlimately, more approachable. Find balance in what you share about your business, promoting sales, and sharing details about yourself.

Making Sales Through Social Selling  

For many of you, the opportunity to sell your business via e-commerce is great. Which is why social marketing is great. But in order for it to really be effective, you need to make sales from it. Otherwise, it’s a lot of time without a lot of value (unless you do it for fun, in which case this is more personal than business).

To help increase your opportunity for social sales, here are a few tips:

1. Announce new product arrivals or any other worthy news and monitor how much your traffic increases to your site as a result of your announcements. This allows you to also see sale increases during these times. It’s important to understand the relationship of sales and social marketing so that your time is spent wisely.

2. Offer incentives to your followers on your social sites that would make them want to shop with you. Give coupon codes for purchases made during a specific time frame, for certain products or just because. Track the purchases made as a result compared to your total number of followers.

3. Make sure your design details, check out choices, and the general user friendly options that your site  has are easily understood by your customer. If it’s complicated, messy in appearance, lacks professionalism or doesn’t “wow” your customer quick enough, you are losing your chance for a social sale.

4. Know your competition and what they are up to. Online retailers are opening up everyday and as a result, it’s a tough market. Are you making your store stand out from the rest?

5. Allow old fashion communication to enter the picture. Social marketing is an extension of plain old socializing, which in shopping is part of the fun! People are familiar with this and some are even more comfortable with this. Include your phone number and email address as options for customers to connect if Twitter and Facebook isn’t their thing.

You should be open to the both the fun and the challenges of social marketing to allow for social sales if you want to be successful with online retailing. It’s tough, though. And competitive. Not only does your product need to be great, but your website needs to look amazing, as well. A balance of everything can equal to a wonderful reward of social sales, though.

If you have social selling ideas that have worked for you, we’d love to hear from you! Please comment below.

More and more retail and wholesale businesses are using the popular  social media site Twitter to promote their businesses. The question is – is it worth it? I believe yes… depending on your business and how you manage your time on Twitter.

When used properly, and some will argue what properly is, Twitter can provide a valuable outlet to promote your business. The catch is  that it really only works for businesses who can offer their product and / or service online. If you have an online boutique, then Twitter is definitely something to check out. If you have an Etsy, Artfire, Silkfair, or other community hosted site, Twitter is also a great site to promote your product. And if you are a wholesaler who is trying to gain attention, Twitter is definitely right for you.

What Is Twitter?

Twitter is a quick way of sharing news, ideas, thoughts, and more in 140 characters at a time. Your profile on Twitter is extrememly brief, but allows you to include a website address, a brief bio of who you are or what your business is and also includes  a small space for a photo or logo. Anyone can “follow” you on Twitter and you can “follow” anyone, as well, with some restrictions. For the most part, everyone on Twitter is open to anyone following them and vice versa.  As for finding people to follow, there is an easy to find people section that allows you to put in key words, such as fashion, that pulls up user names with your key words in it. This is a great way to then click on users you want to “follow”. By following them, you will then get quick updates from whatever they post in their brief update section which is only 140 characters or less. In addition, if you follow someone it does not mean they can or will follow you. But they might! I often check who is following me so that I can follow them back if I want. It really is a simple, easy way of communicating with complete strangers about your business. How you communiate will make the difference, though!

Twitter Time 

When I first started “tweeting”, I was lost in time. I could tweet for hours! Turns out, tweeting for hours kept me from doing the work I needed to get done. After my initital binge with Twitter, I found a way to control my time on Twitter while also gaining purpose. In my opinion, the key to tweeting really is to have a purpose to tweet. For me, it’s to link people to my blog and hopefully educate and support them by doing so.

Here are a few thoughts on how you can best use your Twitter time based on my experiences:

1. Stay focused on why you are tweeting – which for most of you will be to promote your business.

2. Offer tweets that give to your audience. For example, if you posted a new blog, let your Twitter followers know about it. If you have a contest going on, tell them. If you saw a great example of customer service at your store, share the details.

3. Make sure that you give for reasons more than just getting sales. Offer friendly thoughts, advice, humor, and more to keep your Twitter followers engaged. Tell brief tid bits about your day, such as “Just laid baby down. Time to make some more jewelry.” This gives a more personal connection to you without revealing too much. And because Twitter only allows 140 characters, you are forced to be brief.

4. Link people back to your website. If you dont’ have a website, than honestly I wouldn’t waste your time tweeting unless you really want to. If you do have a site, tell people about it. For example, you could tell them about new spring arrivals, sales going on, and anything else. Plus, you can include the link for them to click on!

5. Control your time. It can get addicting if you let it – easy, sometimes mindless thoughts and strangers to chat with – but don’t let it consume you. Unless you think it’s providing you valuable benefits for your business, only tweet as much as necessary to maintain a healthy growth from it in your business.

If you do end up on Twitter, check me out by following me! And DM (direct message me on Twitter) so that I can know you are there! I’d love to hear from you. http://twitter.com/RetailMinded