When I began my gift basket business in the early 90’s I didn’t even own a computer, a website and certainly not an e-commerce system.

My first customers were friends, relatives and people I met at networking meetings. They ordered by telephone and paid by check or cash.

Even after I invested in a computer, I still didn’t have a website for about a year. Of course, many other businesses had not moved into cyberspace either. When my customers would call for information I would describe some basket ideas on the phone and mail them a brochure.

The Internet has definitely changed the way I do business, and I suspect it has changed the way you do business as well. If you want to be profitable, there are three ways you must change your business now that the Internet is at the hub of modern communication.

1. How you get customers

Meeting potential customers at networking meetings, Chamber events, holiday boutiques are still popular ways to attract new customers.  But with the advent of the Internet you have access to larger number of potential clients and can meet them at a much faster rate.

Now you can get at these potential clients by going to them virtually.  One way to do this is be sure your website is optimized to place you near the top of the top page of search engine results.  This happens when you carefully select and place keywords.

The second way is to build up leads by offering a free newsletter or other incentive that appeals to your customers.  Once you have the email addresses of your leads you can keep in frequent contact with them, reminding them of your services and announcing new products.  Unlike regular mail that takes time and costs postage, email enables you to create one message and send it to an infinite number of people for a very low cost.

The third way to get customers is to build online relationships on social media sites. Facebook and Twitter are at the top of these. On YouTube you can post movies that you’ve created that give some advice or offer demonstrations.

To neglect any of these ways to get customers via the Internet and you’re leaving money on the table.

2. How you serve customers

Unless you are intentionally restricting your sales to just a few customers, you need a website to extend your reach.  And not just any website.

Because your website is competing against thousands of others who sell gifts, gift baskets, flowers and other retail gift items, it needs to stand out.  In addition to being attractive and easy-to-navigate, it must also have a seccure and easy-to-use e-commerce system. Reassure your customers by using a safe system and announcing it on your site.

Modern customers expect a variety of choices, options to customize and payment system that not only takes their credit card information, but confirms their order with an email that arrives within minutes of the sale. Customize the thank you email so that it takes customers back to a page on your website where you can also list other similar items and services for sale.

In addition, to be competitive with other online sellers your shipping method should provide tracking information so that your customer can follow if she wishes.

Once visitors land on your website the selection of a gift or gift basket through payment should be a smooth, seamless process.

3. How you keep customers

Regular contact helps keep your customers coming back to you. When they make a purchase be sure to follow up with a thank you email. Reward loyal customers with something special, a bonus or an add-on.

Find out what your customers want and need by asking them on a survey. This will help you better serve them when you shop for inventory and supplies.

One of your most powerful Internet tools in staying in touch with your customers is email. You can set up regular emails to go out through an autoresponder program such as AWeber. It is a proven business fact that it is much easier to sell to existing customers than it is to get new customers. So once you have earned a customer’s trust and business, nurture it by frequent contact.

One of my subscribers sends out an attractive newsletter to her customer base and has experienced increased sales. Here’s what Jean, owner of Bountiful Baskets by Jean said,

Since [I began sending out my newsletter] I think [sales have] increased at least 30 to 40 %. Consistent reminders of holidays have improved my customer contact and have also given the ones that have never ordered ideas on what to order!

Another way to stay in touch with your customers is to find out where they hang out. If your customers are active on Facebook, Twitter, Linked In and other social media, connecting with them there will help strengthen your business relationships. Be sure to post the social media icons on your website to encourage them to follow, friend and link with you.

Speaking of rewarding loyalty

To thank you for being a loyal subscriber I’ve set up a special 48 hour sale of my special report, Prescription for a Successful Gift Basket Website. This report will save you money and time by avoiding the mistakes I made in the early days. It will also point you to tips, strategies and advice I gained from my experiences and those of other successful businesses.

In addition to my 96-page special report, you will also receive as a bonus a report by marketing expert Marcia Yudkin, Charge More and Get It where she gives actionable advice on pricing your products and services. You will be able to download both reports as soon as you place your order.

Follow this link to download this 90-page special report and the free bonus report. Remember this sale only lasts 48 hours and will end promptly at midnight on Thursday, October 1, 2009

If you think that people who frequent Facebook, Twitter and other online social media sites are holed up in their offices or homes working in isolation, you are wrong.

Increasingly, business people who have first met on line are meeting in person to further connect and cement their business relationships. Consider extending the reach of your business by getting engaged on and offline.

One example of the online and offine worlds coming together is when participants on Twitter hold in-person gatherings, called Tweetups. They get face-to-face contact with friends who were until then just user names .  My first Tweetup was at a local Italian restaurant where 90 other twitterers gathered, eager to exchange business cards and look to connect with others in their interest areas. The organizers prepared gift bags with donated items and invited the marketing representative from a local shopping center to attend and invite all of us to a media-only event. It was a lively and fun event.

While still at my first Tweetup, a colleague, Edward Phillipp, and I discovered that we were both going to be attending the same seminar the next weekend. We scheduled a Tweetup to take place when the last session ended on the first day of the seminar. We met with a few other twitterers to chat about the highlights of the speeches we had heard that day.

Attending the Tweetup that Ed and I scheduled was Warren Whitlock, BlogTalk radio host, speaker, blogger, social media expert and co-author of “Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online.” Since Warren’s show airs on Friday nights, he recorded our Tweetup as part of his show via his cell phone. (The photo above shows me attending this Tweetup.)

Another example, Biznik, is an online community of entrepreneurs and small businesses dedicated to helping each other succeed. By sharing ideas with others of like mind you grow your business and even find new clients. Biznik members who live in the same geographical area schedule meetings, seminars and mixers to meet in person. One member, a marketing consultant, hosts weekly meetings at a popular Los Angeles restaurant.

No matter what product or service you offer, your business will benefit when online and offline worlds meet.

Social media is one of those terms you hear buzzing about, but perhaps aren’t sure what it means. To make it even more confusing, social media is often used interchangeably with social networking and social marketing.

Social media refers to the many websites designed to encourage communication among members. It’s the modern version of word of mouth. Some of the more popular ones are Twitter, Facebook, YouTube, and LinkedIn.

As you meet people through these websites, you network by exchanging ideas, tips and leads. As you get to know each other, you will gently market your services or ask for tips on how to market your service.

If you are still hesitate about whether or not you need to be involved with social media, it’s time to take action. According to Forrester’s Research, 51% of online Americans have joined a social network and another 73% are consuming some form of social content.

Your present and potential customers are on Twitter, Facebook, and other social media websites. So you should be too.

Some of you are not convinced because you think

• it takes too much time
• you don’t know what to say
• you don’t know how your participation will lead to more business

I don’t blame you. I had these same questions at first. But my success with building my business through social media convinces me that it is one of the most powerful marketing tools.

My tips for building your business through social media are:

1. Become a member of one or two to start, let’s say Facebook and Twitter, with a carefully chosen username.

It only takes a few minutes and it’s free. Be sure your user name reflects the way you want to be viewed by customers and colleagues.  “Singleandgoodlooking” may be your current status, but think about how this name relates to your business as well as future employers, customers and your constituents if you ever run for public office.

2. Complete your profile with a photo.

I won’t confirm friendship or follow anyone who hasn’t taken the time to post a photo, write a description or include a link to their website.

3. Write a brief description of your service and interests that will attract your target market.

We don’t need to know about all your hobbies or your favorite hamburger joint. We do need to know enough about your service and niche to help us decide if we want to hire you or collaborate with you.

4. Read what others are posting.

One of the easiest ways to get started is to respond to what others are posting. Many give links to articles of interest. You could thank them for pointing you to the article.

Some posts are direct links to a radio show or video in progress.  It’s good practice to go back and leave a comment to let the user know you appreciated the lead.

5. Agree to be Facebook friends or follow folks are Twitter who are in your area of expertise or can offer ideas, resources that will help your business grow.

You aren’t obligated to accept everyone’s request to be your friend or to follow everyone who’s following you.
This isn’t high school. Follow and friend those with whom a business relationship will be mutually beneficial.

6. Select the settings or tools that allow posts directed at you to come to your email. That way you don’t have to manually visit these sites to keep with messages that are relevant to you.

Maximum your time by linking the social media sites with each other. There are hundreds of tools that can do this. One of the best is ping.fm . Once you sign up on this free service you can post one message and it’ll go out to all your other sites.

Many services allow you to link to some of the others when you sign up. When I post an article on Ezine Articles, for example, it is announced on Twitter and Facebook.

When I schedule an episode on my radio show at www.blogtalkradio.com/florabrown it is announced on Twitter and Facebook as well.

7. Respond when you can offer tips, resources and content of value.

Blatant self-promotion will turn people off and tarnish your credibility.

To build your business with social media takes time and patience.  With the contacts you make, you will network and market your services.  Just like marketing offline, nurturing quality relationships online builds your business and increases your profits.

Get busy with social media to bring about positive results.

If you’ve spent the year attending networking meetings and building business relationships, it’s time to reap the benefits of all that connecting. Begin by sending greetings expressing your gratitude for the help, advice, leads and encouragement you’ve received.

If you aren’t a member of a networking group, perhaps you enjoyed exchanging tips, strategies and constructive criticism with a mentor, colleague, peer or informal group of business associates. Time out for tea or brunch would be a wonderful way to show your appreciation. If this isn’t convenient, how about sending a small gift with a card.

Next, let your contacts know how you can save them time and stay within their budget by taking the stress of holiday giving off their hands. Wise companies know that the recession is no time to cut back on their gift-giving. With keen competition going aggressively after customers, it’s time for your business clients to thank and reassure their customers with tasteful and affordable gifts.

The time you spent nurturing your network can pay off in holiday orders if you take the steps now. The rewards of a business network are countless and priceless.

As you plan your holiday designs note that during times of economic downturn one of the hottest niches is the spiritual and inspirational market. Many people are drawn to products that comfort, encourage and draw them closer to family and friends. To find the wholesale sources you need for this niche, get our directory, Religious and Spiritual Products Directory, priced affordably at $17.