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

( 2 )

Overview

"If you're still scratching your head about how social media canhelp your small business, you've picked up the right book.Engagement Marketing shows you how to connect with existingcustomers and create new ones. The expert at small businessmarketing,Gail Goodman shaves the process down to three easy steps.A must for any growing small business."
— W. Kenneth Yancey, Jr., CEO, SCORE

If you've shied away from social media because you just cannotsee how it benefits your small business, association, or ...

See more details below
Hardcover
$19.89
BN.com price
(Save 20%)$24.95 List Price
Other sellers (Hardcover)
  • All (37) from $1.99   
  • New (12) from $14.20   
  • Used (25) from $1.99   
Engagement Marketing: How Small Business Wins in a Socially Connected World

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK 7.0
  • Samsung Galaxy Tab 4 NOOK 10.1
  • NOOK HD Tablet
  • NOOK HD+ Tablet
  • NOOK eReaders
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$13.99
BN.com price
(Save 43%)$24.95 List Price

Overview

"If you're still scratching your head about how social media canhelp your small business, you've picked up the right book.Engagement Marketing shows you how to connect with existingcustomers and create new ones. The expert at small businessmarketing,Gail Goodman shaves the process down to three easy steps.A must for any growing small business."
— W. Kenneth Yancey, Jr., CEO, SCORE

If you've shied away from social media because you just cannotsee how it benefits your small business, association, or nonprofit,Engagement Marketing will change your perspective. That's becauseGail F. Goodman, CEO of Constant Contact, "gets it." She knowsyou're pressed for time, on a budget, and just a little bitskeptical of the whole "social media thing."

You already know that word-of-mouth referrals are the lifebloodof your small business and that they ultimately lead to morebusiness. Engagement Marketing builds on this tried-and-truemarketing basic, only now Goodman shows you how to do it withreferrals that have become publicly visible thanks to socialmedia.

Whether you run a hotel, an accounting firm, or a museum, you'llfind lots of creative, cost-effective ways for reaching out to yourcustomers, members, or donors and encouraging them to spread thegood word about you online, where it's visible to their friends,families, colleagues—and the world.

Read More Show Less
  • Engagement Marketing
    Engagement Marketing  

Product Details

  • ISBN-13: 9781118101025
  • Publisher: Wiley
  • Publication date: 5/1/2012
  • Edition number: 1
  • Pages: 198
  • Sales rank: 543,151
  • 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 ofe-mail marketing, social media marketing, event marketing, localdeals, and online survey tools for more than half a million smallorganizations. A small business expert and visionary, Gail hasrevolutionized the way small businesses and organizations caneffectively and affordably build relationships with theircustomers, clients, and members. Through her work, she has learneda variety of lessons on how small businesses succeed in reachingand keeping customers—all of which she brings to bear inEngagement Marketing. In 2011, Gail was named one of Boston's top30 innovators by The Boston Globe. She is a member of the Board ofTrustees of the Massachusetts Technology Leadership Council, amember of the Board of Directors of SCORE, and Chairman of theBoard at Constant Contact.

Read More Show Less

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 driverepeat business and new customers.

Chapter 2 Deliver a WOW! Experience 17
To begin the Engagement Marketing Cycle—and get your share ofpositive raves and repeat business—you first have to WOW!customers with exceptional experiences. We’ll show youhow.

Chapter 3 Entice to Stay in Touch 31
Use these easy-to-implement tips to encourage people to stay intouch, because out-of-sight means out-of-mind—and out-of-mindmeans no business.

Chapter 4 Engage People 49
We'll explain the fi ve types of compelling content that driveonline (and offl ine) engagement and bring people back to yourbusiness.

Chapter 5 How Engagement Marketing Drives New Prospects toYour Door 73
Engaging your customers creates social visibility that results inreferrals and new prospects, positive endorsements, and searchengine relevance.

PART II GET MORE BUSINESS WITH ENGAGEMENT MARKETING83

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

Chapter 7 Engagement Marketing in Action: Real-World Examples107
Read case studies and examples from two small businesses and anonprofit that use Engagement Marketing to gain exposure in theircommunities and attract customers and donors.

Chapter 8 Engagement Marketing Tips and Tricks 133
Learn five easy-to-implement social word-of-mouth methods that takeonly a few minutes each day but deliver real impact in the form ofincreased engagement and visibility, leading to increasedbusiness.

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

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

Glossary 179

About the Author 183

Acknowledgments 185

Index 187

Read More Show Less

Customer Reviews

Average Rating 5
( 2 )
Rating Distribution

5 Star

(2)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
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
Sort by: Showing all of 2 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)