(The following has been adapted from the Get Slightly Famous Podcast Series) Paul Gillin is a writer, speaker and online marketing consultant specializing in social media and the application of personal publishing to brand awareness and business marketing.
Andy Beal is co-author of Radically Transparent: Monitoring and Managing Reputations Online. In this interview, Beal draws from his experience as an Internet marketing consultant specializing in online reputation management, illustrating the growing importance of online reputation for all businesses, and the role of company reputation in overall marketing program. How has Web 2.0 transformed business as it’s traditionally been practiced?
I don’t know about you, but as a b-to-b marketer who focuses on telesprospecting and lead nurturing, even I’m a bit overwhelmed by the fervor around social media marketing. Don’t get me wrong. I’ve blogged for five years, and I’ve been Twittered, LinkedIn, Facebooked—and I’m waiting to be Pownced. But I think all these activities specifically in terms of lead generation can be “mis-leading” us to think that the amount of time we spend connecting virtually translates into successful lead nurturing and boosted sales. In terms of virtual lead-generation activities, we all need to collectively understand both offline and online that the real key lies in actively creating nurturing, trustworthy and “edu-focused” communication with potential customers or partners. B-to-b marketing in particular is really about how to collectively serve our clients so they can excel in their own businesses.