Social media strategy for a e commerce startup - (no website or products yet)

Hi all,

I am in the process of setting up an e commerce business. My website is currently under development but will not be complete until September, I am also unlikely to have any products until September. I want to get a head start on the social media side of things so that when I launch my first product I have some followers.

I have managed social media accounts for established e commerce websites in the past, however I have never setup an account from scratch nor managed a social media account before a website has been created.

I am struggling to think of a strategy in terms of what to post and also how to manage my ad spend. I cannot post about products as I don't have any yet, I don't yet have a website so I cannot send people anywhere. I have no unique content to share.

The strategy I have come up with so far is to post articles which are of interest to my target audience and use ads to boost visibility. I will also run teaser campaigns for my website and products which I will be launching.

My concern with this strategy is people may be confused as to what they are following, the first couple of months will be shared content based around interests and then in September I am suddenly going to start posting about products and my website.

Does anyone else have any suggestions on how to create a social following for my ecommerce website whilst the site is under development?