From the Inside Flap
Marketing today is driven by the customer. The old mindset was finding customers for your products and services. The new one says: collaborate with the customers whose trust you have earned to develop better products and services for them. In a connected economy, businesses are in shared relationships with customers, employees, and other influencers in the communityeven competitors.
Built-In Social provides a step-by-step approach to building a social marketing channel that aligns your business with its ideal customers. It offers essential practices for achieving higher search rankings for your business and making it more relevant for the communities it serves.
Built-In Social delivers practical advice for using social marketing to leverage your experience and expertise to make your business brand more likable and trusted, including:
- The role of search engines and how they influence buying behaviors
- Why content marketing is a vital component of any social marketing strategy
- Best practices for using LinkedIn, Facebook, Twitter, Google+ (and more) to engage your social marketing with new buyers
- How to create digital marketing assets that convert community trust into profitable outcomes
- Why every small business should embrace the intersection of social, location, and mobile marketing
As consumers move online in greater numbers, their collective voice will get even stronger, creating disruption in every community, business sector, and industry. Build your business for a connected economy that is becoming profoundly social.
From the Back Cover
Imagine a web that has perfect access to informationa social web that is a digital copy of your physical world. That possibility is here today.
Is your business ready?
Praise for Built-in Social
"What everyone gets wrong is what Jeff Korhan pushes into the foreground with Built-In Social. Learn from Jeff, or recover from your mistakes later."
Chris Brogan, CEO of Human Business Works
"If you want to know how to build an audience of loyal fans who become paying customers, Built-In Social is your road map. Grab a copy and follow the path Korhan clearly lays out for you."
Michael Stelzner, CEO of Social Media Examiner and host of the Social Media Marketing podcast
"Successful social media marketing is the perfect mix of genuine relationship-building skills and great online technical skills. Jeff Korhan's new book creates that perfect blend as he guides readers through practical steps to achieve measurable results. Jeff truly walks his talkhe's the real deal. I've enjoyed reading his excellent online communications for many years."
Mari Smith, Social media thought leader, author of The New Relationship Marketing, and coauthor of Facebook Marketing: An Hour A Day
"The truth that runs through Built-In Social is that there's never been a greater time to design the business and the life you want."
John Jantsch, Author of Duct Tape Marketing and The Commitment Engine