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Engagement Marketing

Engagement Marketing How Small Business Wins in a Socially Connected World

Author: Gail Goodman
Publisher: John Wiley & Sons
ISBN: 9781118101025
Published In: April 2012
Format: Hardback , 198 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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A definitive guide to growing your small business through "Engagement Marketing"

As a small business owner, you've always relied on word-of-mouth referrals to grow your business. Thanks to social media—and its nimble partner, mobile technology—it's now easier than ever to turn customers and clients into engaged fans who spread the word about your business across a variety of online platforms. And that's what Engagement Marketing is all about. Written for anyone who owns or manages a small business or non-profit, this book is filled with practical, hands-on advice based on the author's experience of working with thousands of small businesses for over a decade.

You'll learn how to attract new prospects—as well as how to increase repeat sales—using your existing customers and social networks.

Learn how to create customer experiences that increase positive customer reviews and endorsements
Get practical advice on how to entice people to join your social networks and run engagement campaigns that increase visibility—and endorsements—for your business
Understand why engagement is so important—and how you can use it to turn passionate fans in your social networks into tomorrow's new business
Author Gail Goodman is CEO of Constant Contact, America's leading email and social media marketing company for small businesses

Engagement Marketing will help you make a bigger name for your company, build your network, and reach your goals.

Foreward (Anita Campbell)

Introduction

PART ONE: REV UP YOUR ENGAGEMENT MARKETING ENGINE

Chapter 1: The Engagement Marketing Cycle

How word-of-mouth – amplified by social media – helps drive repeat business and new customers.

Chapter 2: “WOW!” Your Customers

To begin the Engagement Marketing Cycle – and get your share of positive raves and repeat business – you first have to “WOW!” customers with exceptional experiences. We show you how.

Chapter 3: Entice People to Stay in Touch

Easy to implement tips any small business owner can do to encourage people to stay in touch, because out-of-sight means out-of-mind – and out-of-mind means no business.

Chapter 4: Engage People

The five types of compelling content that drive online (and offline) engagement and bring people back to your business.

Chapter 5: How Engagement Marketing Drives New Prospects to Your Door

Engaging your customers creates social visibility that results in referrals and new prospects, positive endorsements and search engine relevance.

PART TWO: GET MORE BUSINESS WITH ENGAGEMENT MARKETING

Chapter 6: How Social Visibility Happens

Understanding which customer responses and actions create social visibility on Facebook, Twitter, LinkedIn, and G+ and how to ask for the Share.

Chapter 7: Engagement Marketing in Action: Real world examples

Case studies and examples from two businesses and a non-profit who use Engagement Marketing to increase their business and/or exposure in their communities.

Chapter 8: Engagement Marketing Tips and Tricks

Five easy-to-implement social word-of-mouth methods that take only a few minutes each day but deliver real impact in the form of increased engagement and visibility.

Chapter 9: Overcoming Common Obstacles

Finding time in a crazy busy world to implement your Engagement Marketing cycle using the tools and tactics you already have.

Chapter 10: Resources

Tools, tips, and tricks to help you take your engagement marketing to the next level.

Index

About the Author

Acknowledgements

About Gail F. Goodman

Gail is the CEO of Constant Contact, a leading provider of e-mail marketing, social media marketing, event marketing, local deals, and online survey tools for more than half a million small organizations. A small business expert and visionary, Gail has revolutionized the way small businesses and organizations can effectively and affordably build relationships with their customers, clients, and members. Through her work, she has learned a variety of lessons on how small businesses succeed in reaching and keeping customers—all of which she brings to bear in Engagement Marketing. In 2011, Gail was named one of Boston's top 30 innovators by The Boston Globe. She is a member of the Board of Trustees of the Massachusetts Technology Leadership Council, a member of the Board of Directors of SCORE, and Chairman of the Board at Constant Contact.