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How to Be Your Own Media Company

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This story appears in the November 2011 issue of Entrepreneur. Subscribe »

You Are a Media CompanyYou started a new business. You have a great product, and you've figured out who should buy it. Now you're ready to get sales and bring in customers. This is when you decide how to execute a marketing plan. In the old days, that was a lot simpler. Still, there are inexpensive ways to market your stuff, as long as you accept one fact: You're also a media company.

Social changes

One in 11 people on the planet is on Facebook. Most everyone you know has an e-mail account, and likely, an account with at least one social network. That means your customers, your prospects and other contacts you hope to reach and nurture are using these tools to communicate, consume, acquire news and learn--and you have the tools to produce something of value to them.

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