I am proud and flattered – the Boulder County Business Report had some fabulous things to say about me & Lady Luxe Inc.  Here’s the Scoop.

Getting social with Lady Luxe

By Valerie Gleaton

June 26, 2009 — BOULDER – Most business owners recognize the importance of online advertising, but using social media platforms such as Facebook, Twitter and blogs to connect with current and potential customers is still a new frontier for many. For those who don’t know a “Friend” from a “Follower,” Heather Smith is here to help.

A self-described “social media maven,” Smith is the founder of Lady Luxe Inc., a consulting firm that assists companies hoping to increase their online visibility.

Smith, who recently became the social media strategist for international eco-cosmetic company Weleda, has revamped online marketing for local companies including Rags Consignment, ten20 nail salon, The T-BAR lingerie shop, Bundle Baby Shop and Jessie Walker Knit Goods.

“I call it ’social media for the socially responsible,’” says Smith, noting that the companies share a commitment to ethical business practices such as sustainability and fair trade.

This isn’t surprising, considering her background. Smith began her career in the natural products industry, and was so successful in launching and promoting her own beauty line that other companies began approaching her to consult on theirs. This led her to found JG Consulting (short for Jersey Girl Consulting) in New York. A few years later, Smith moved to Boulder with her husband. On Earth Day 2006, she launched Coco’s Shoppe, which she says was one of the very first online eco-boutiques.

“That was how I became more online savvy,” Smith says. “Then last fall the economy hit everyone hard, especially retail. You had to decide whether to relaunch, close up shop or reinvent yourself. That’s when I started to jump on board with social media. I wanted to use all the opportunities that were out there and also give them to other businesses. That’s what I’m doing with Lady Luxe.”

The economic downturn offered the perfect conditions to establish the new consulting firm. With low start up costs – “My Mac is my office,” Smith says – and business owners looking for ways to weather the recession, Lady Luxe was a fairly low-risk venture. Now, though she still owns Coco’s Shoppe, Smith says that most of her time is spent advising companies on how to take advantage of social media.

Smith says the first step is simply listening to the client to find out where they are and where they want to go. For instance, when Margaret Miner, owner of Rags Consignment and ten20, told Smith that she wanted to make her companies’ Web sites more dynamic, Smith converted them to WordPress blogs that also linked to Facebook and Twitter profiles.

“She’s does a fantastic job,” Miner says. “We’ve gotten a lot more interest in the Web site and feedback and interaction from customers.”

“All of a sudden, items we featured on the Rags site would immediately sell out,” Smith says. Customers who weren’t planning to come in that day would, just because of something they saw on the blog – that’s what’s so great about social media.”

Other companies have more specific goals. Smith says that T-BAR owner Debra Caplin already had a great blog and Twitter presence, but wanted more media attention for the shop.

“We got her on Daily Candy in a month,” Smith says proudly, referring to the popular e-mail newsletter that professes to be “the insider’s guide to what’s hot, new and undiscovered.”

“Give me a challenge, and I’m gonna deliver,” Smith promises. “I work on a case-by-case basis, so whether you want the full service where we build your whole social media platform, or just a la carte, I want to listen to what people are doing already and then fill in the gaps.”

However, though increasing sales and garnering glowing reviews is great for business in the short-term, Smith says the most important aspect of social media is its power to create brand loyalty through communication with customers.

“Businesses just need to get out there and engage,” Smith says. “Find your friends, find your fans, find your followers, and find your niche. You’ll get the customers who love you already, but you’ll also find those likeminded individuals who will soon love you.”