I read a shocking phrase the other day stating that resellers do very little marketing and when they do, the ideas are pretty random. They go through the motions because they think they should, but never see results. Please don’t tell me you’re one of these people. The article went on to say that very few of you think of your website as a marketing tool (I’m not sure what you think it is, then, but for whatever reason you don’t consider it part of your marketing mix). And only about 10% of resellers are using social media and networking like RSS feeds, wikis, and blogs on their site. Why is this? The days of preprinted data spec sheets and packaged programming are over. Customers want tailor-made information in a personal way that meets their needs – not the general population’s needs. You have the ability to do this through your blogs, e-newsletters, and yes, even one-on-one personal emails to your customers. You have to embrace Web 2.0, period. If you’re going to survive in this crushing economy, you can’t afford not to. For once, get on the band wagon. Think about where your customers are. Are they making business connections on LinkedIn? Are they socializing on Facebook? Do they look forward to your RSS feed of your blog to show up daily in their inbox? It’s time to get socializing!