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It’s time to transform your mid size business into a brand with interactive marketing. How? Isn’t brand building incredibly expensive?  Isn’t it reserved for big companies with big budgets? Not necessarily true anymore. Modern businesses can use social networks and new technology to build an audience and their brand.

In his latest book Rework Jason Fried explains:

“Instead of going to reach people, you want people to come to you. An audience returns often – on its own – to see what you have to say. This is the most receptive group of customers and potential customers you’ll ever have.”

Customers are Transactions.  Audiences are Loyal Fans

And new media, social networks and inbound marketing are ideal tools for upgrading your customers into loyal fans who buy frequently and refer business.  Even satisfied customers only occasionally refer more customers. Fans are a different story. Fans are breathing, typing, posting examples for others to follow. Their genuine interest is impossible to fabricate. Your audience is the holy grail of word-of-mouth marketing.

Your Business is a Reality Performance

So how do I build an audience – I’m no performance artist?  You don’t have to be.  You just need to be yourself and teach people.  Teach them about your industry.  Educate them about best practices. How things are made? What’s changing?  Comment about current events or new regulations.  And yes – use a blog to syndicate your content. It’s never been easier to reach your audience through channels like RSS, Twitter, Facebook and LinkedIn.

I know it sounds hard, but it’s not. Giving your audience an authentic perspective and window into your business is no harder than writing that boring white paper or press release. Baby steps turn into habits.

And if you need a little help, give me a buzz or send me a note. I bet I can show you two or three topics and approaches after a ten minute conversation.