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Having facebook likes definitely work better for the business. You may even get direct sales from your page once you have built a decent reputation there. Facebook also gives viral publicity which is good for branding ;-)
You can approach all vets, retailers etc by making and promoting a website. Make it rank for the most competitive keywords of your niche and people will find you themselves. There is no better way of marketing these days :)
I think you should go ahead and do your business completely by yourself and hire help if you need it. After all its your idea and you should not share the profits :)
Try using services like AMA, seolinkvine, submityourarticle etc. They are very good for link building. They give permanent one way links and just cost an article and its spinning for the same. If you do not want to buy all the subscriptions for them, I can help you in that :)
If people will writer for themselves, where will Content Providers like me will go? :P
Just kidding..I personally believe, if the content is for marketing purposes and not something like a sales letter, it should be outsourced and its not worth spending your own time in basic content like that :)
I knew a guy who owned pizzahut.net and they took it back from him without even paying him anything :P So, do not take such risks with big brand names..you might end up losing it to them eventually...
I worked with one of the Top Most SEO Companies of India (has a sister-concern) in the UK, and they used to make sales calls, and it worked pretty well for them infact. I agree that word of mouth publicity is best trusted and best converted but what's the harm in trying other methods side by...
Use Google external keywords tool to find all keywords related to your niche and then hand-pick some which you know will convert for you and some which are in general good for the niche. The combination will be great for the website, both from SEO point of view and from sales perspective :)
You should definitely go for without dash .co.uk domain. Country specific domains are better placed on Google Charts (google.co.uk). As your visitors will be from UK, a .co.uk domain will give you quicker and better results on google rankings.
Directory Submissions are definitely beneficial from SEO point of view. Although it alone cannot give much of results. If done with some other HQ links, it sure will show results. After Links are in a way, a website's supporters. The more the links, the better Google thinks your website is :)