Engagement Marketing: How Small Business Wins in a Socially Connected World

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Overview

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 ...

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Engagement Marketing: How Small Business Wins in a Socially Connected World

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Overview

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.

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  • Engagement Marketing
    Engagement Marketing  

Product Details

  • ISBN-13: 9781118101025
  • Publisher: Wiley
  • Publication date: 5/1/2012
  • Edition number: 1
  • Pages: 198
  • Sales rank: 735,125
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

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.

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Table of Contents

Foreword xiii
Anita Campbell

Introduction xvii

PART I REV UP YOUR ENGAGEMENT MARKETING ENGINE 1

Chapter 1 The Engagement Marketing Cycle 3
Learn how word of mouth, amplified by social media, helps drive repeat business and new customers.

Chapter 2 Deliver a WOW! Experience 17
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’ll show you how.

Chapter 3 Entice to Stay in Touch 31
Use these easy-to-implement tips 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 49
We'll explain the fi ve types of compelling content that drive online (and offl ine) engagement and bring people back to your business.

Chapter 5 How Engagement Marketing Drives New Prospects to Your Door 73
Engaging your customers creates social visibility that results in referrals and new prospects, positive endorsements, and search engine relevance.

PART II GET MORE BUSINESS WITH ENGAGEMENT MARKETING 83

Chapter 6 How Social Visibility Happens 85
Understand which customer responses and actions create social visibility on Facebook, Twitter, LinkedIn, and Google+ and how to ask your followers to share.

Chapter 7 Engagement Marketing in Action: Real-World Examples 107
Read case studies and examples from two small businesses and a nonprofit that use Engagement Marketing to gain exposure in their communities and attract customers and donors.

Chapter 8 Engagement Marketing Tips and Tricks 133
Learn 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, leading to increased business.

Chapter 9 Overcoming Common Obstacles 145
Find time in today's crazy busy world to implement your Engagement Marketing Cycle by using the tools and tactics you already have.

Chapter 10 Resources 161
Tools, tips, and tricks to help you take your Engagement Marketing to the next level.

Glossary 179

About the Author 183

Acknowledgments 185

Index 187

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Posted May 28, 2012

    It's a really easy read with solid business advice. While the f

    It's a really easy read with solid business advice. While the focus is social media and engaging your audience there are some so called old school practices for garnering repeat business and just plain behaving like a human.
    I believe sales executives and corporate executives should join small business owners in reading Gail Goodwin's work on how to treat clients and customers beginning with the WOW! experience.

    Was this review helpful? Yes  No   Report this review
  • Posted May 23, 2012

    Recommend it for anyone using social media for marketing.

    This book contains a number of useful ideas for implementing social media marketing. It’s a useful primer for those of us who have little experience in using social media for that purpose.

    Was this review helpful? Yes  No   Report this review
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