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

Preface

HOW BUILT-IN SOCIAL WILL HELP YOUR BUSINESS—A THREE-STEP PROCESS

This book is organized into three essential components or strategies, all of which build on your present marketing strategy, and of course, incorporate your process for closing sales.

First, we focus on the transformational shift in the business environment, why and how your business needs to adapt to it, and how a content marketing strategy is integral to accomplishing that online.

Then we get into the techniques of using social media well, by engaging with communities: getting to know them, helping to solve their problems, and ultimately building trust that can be converted into new business. It’s a simple formula for helping people to know, like, and trust you and your business.

The final component of the three-step process shows you how to convert that trust into growing and sustaining your business, regardless of the economic conditions.

WHAT BUILT-IN SOCIAL WILL GIVE YOU

If you are a small business owner or work for a mainstream small business—this book is for you. Many of the books available on this subject miss the mark because they are not grounded in an understanding that comes from direct experience operating a mainstream small business, along with an understanding of how both social and media work.

For this reason, be prepared for fresh insights, honesty, and a few pleasant surprises. One of my objectives is to clarify and simplify so that you can start getting the results you have been expecting, ...