profile

Facebook lights up local glamour biz

Custom candle made by Laura's supplier.

I have a friend who has a knack for reaching out to people. More accurately, it’s her talent and it is the key to her business’s success online.

In his blog, Chris Brogan writes: “Reaching people isn’t a linear business. Connecting isn’t a single effort. It’s a web of effort.”  My friend – we’ll call her Laura – has got this down.

Laura stumbled on social marketing quite innocently, starting, as many of us do, with joining networks of interest and building her profile on MySpace, soon followed by Facebook. But just a year ago when her Vancouver shop was struggling, Laura’s business – unique vintage inspired clothing, handmade accessories, soaps and candles  – began its move to the online market, with Laura’s personal profile evolving into a portal for Laura’s growing community of customers, suppliers, friends and fans.

It must be noted that long before she hooked into social media marketing, Laura had a lot going for her. Not only is her product high quality, but the woman behind the product is genuine as well. Laura has a deep passion for her business. She is connected, recognizable, and consistently involved in her community.

Laura credits Facebook for the recent growth of her customer base. Laura’s consistent effort and creativity has turned what was once just a personal profile into a meeting point – a storefront even. Laura uses Facebook sharing, emails and status updates to let her customers know of upcoming events, sales and new inventory. When she sends out mass Facebook emails, there is nothing pushy in her pitches. Instead, she makes you feel like you are part of something exciting – not only are you keeping up with hot new designs, but you are also supporting a local entrepreneur. Her friends list continues to grow – as much (if not more) out of interest for her product, as for interest in Laura as a person.

A regular vendor at events around the city, Laura now spends the other 23 hours a day on her computer – with an online store, a website, MySpace page, Twitter account, a business Facebook Group and personal Facebook page that now doubles as a meeting point for new customers.

“I find it’s all about being relatable. I am [my company], people associate my business directly with me…You are the face of your business, that doesn’t mean you aren’t human though. It’s a positive thing for people to see your life and relate to you not only as a person but as a person who has a business and has ups and downs.”

- Laura, posting on Facebook, May 26, 2009

Tags: entrepreneur, facebook, profile, small business, Social Media