Summary: I recently dropped by the CEO Lounge (radio show) for a chat with the legendary host, Brent Britton, to discuss my forthcoming book: Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web. To hear the 10 minute interview, click the play button above. A summary of the interview follows… My book is scheduled for publication in June. One of my inspirations for the book comes from one of my favorite books: Get Content: Get Customers, by Joe Pulizzi and Newt Barrett. Their book discusses the importance of creating good content to produce great marketing results. My book is a macro view of social media marketing for business owners and marketing executives to help understand what is social media, why they can’t ignore it and to answer the “show me the money” question. Buyers have filters they can put up to prevent sellers from reaching them. So, now buyers are in control. Sellers have to find new ways to reach their buyers. Marketers should allow their good content to become their marketing and connect with like minded people on the social web and build relationships. Produce good content, find your community and engage them on the social web. Brent Britten embodies marketing 2.0. He produces great content through his writing, the CEO Lounge radio show, speaking engagements, etc. Brent has become a trustworthy source of information on intellectual property law. Buyers talk to each other on the web. Their opinions are very influential in buying decisions. Produce good content about your industry to become a good source of information. Can marketers in any industry use marketing 2.0/social media strategies? There are no known industries where buyers don’t use the web. It doesn’t matter. I’ve written case studies in the book that range from a lawyer (Brent Britton), a real estate agent, to a manufacturing company who makes extensive use of blogs and video led by visionary Rick Short. The tools available to marketers range from blogs, podcasts, social networks, wikis, Twitter. Find one or two tools that you’re comfortable with and focus on using them. What about metrics? More and more analytics tools are coming available for social media. Focus on building relationships and measure the outcome of these relationships. Eventually, you’ll measure revenue but start out measuring the outcome of relationships. Stay tuned for more insights into my book coming in June… Bernie Borges @berniebay
