Built-In Social Essential Social Marketing Practices for Every Small Business

Marketing today is driven by the customer. The old mindset was finding customers for your products and services. The new one is collaborating with the customers whose trust you have earned to develop better products and services for them. Businesses that succeed today acknowledge that they are in shared relationships with customers, employees, and other influencers in the community?even competitors. Built-In Social provides a step-by-step approach to building a business channel that aligns your business with its ideal customers and ensures your organization's continued relevance and success.

• Intended for mainstream businesses that want to get results from social media networking and marketing but have been frustrated by the obstacles, namely, the lack of a basic method or structure (and a practical step-by-step approach) for converting relevant social qualities into profitable outcomes
• Author Jeff Korhan is a speaker, trainer, and coach helping mainstream small businesses increase their influence, enhance customer relationships, and accelerate growth

Built-In Social will show you how to turn visibility, authenticity, accessibility, community, and relevance into measurable and profitable gains.

Preface vii

Introduction 1

PART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY

Chapter 1 How the Social Web Works 11

Chapter 2 Designing Your Business Around Social 31

Chapter 3 Every Business Is Now a Media Company 51

PART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING

Chapter 4 Communities Are the New Markets 75

Chapter 5 Meet Your New Business Partners 95

Chapter 6 Business Is Now Personal 113

PART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS

Chapter 7 Social and Local Are Built-In Mobile 131

Chapter 8 Creating Digital Marketing Assets 153

Chapter 9 Relationship Selling in the Trust Economy 171

Chapter 10

Avoiding the Race to the Bottom 189

Appendix 195

Acknowledgments 199

Index 201

JEFF KORHAN is a marketing speaker, trainer, and coach helping small businesses use social media and Internet marketing to create exceptional customer experiences that accelerate business growth. He is a former Fortune 50 sales and marketing executive who later founded a landscape services company that was twice named Small Business of the Year. Jeff is a syndicated publisher and regular content contributor to leading business publications, and his New Media and Small Business Marketing site is ranked among the Top 100 Small Business blogs in the world by Technorati Media. He lives in suburban Chicago, Illinois.

Visit www.jeffkorhan.com to connect with Jeff.