Engagement MarketingHow Small Business Wins in a Socially Connected World
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.
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
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.
"If you're still scratching your head about how social media can help your small business, you've picked up the right book. Engagement Marketing shows you how to connect with existing customers and create new ones. The expert at small business marketing,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 cannot see how it benefits your small business, association, or nonprofit, Engagement Marketing will change your perspective. That's because Gail F. Goodman, CEO of Constant Contact, "gets it." She knows you're pressed for time, on a budget, and just a little bit skeptical of the whole "social media thing." You already know that word-of-mouth referrals are the lifeblood of your small business and that they ultimately lead to more business. Engagement Marketing builds on this tried-and-true marketing basic, only now Goodman shows you how to do it with referrals that have become publicly visible thanks to social media. Whether you run a hotel, an accounting firm, or a museum, you'll find lots of creative, cost-effective ways for reaching out to your customers, members, or donors and encouraging them to spread the good word about you online, where it's visible to their friends, families, colleagues—and the world.
Engagement Marketing: How Small Business Wins in a Socially Connected World "Three reasons this book is a fantastic read for small business owners:1. Happier customers; 2. Engaged fans; 3. More sales. Buy it!" —Brian Halligan, CEO, HubSpot, Inc., and coauthor of Inbound Marketing "Engagement Marketing shines a really bright spotlight on a proven, practical, and powerful approach to building relationships and business." —John Jantsch, author of Duct Tape Marketing and The Referral Engine Stop worrying about the number of Facebook fans and Twitter followers you have (or don't have). The secret to getting customers to care about your business is finding meaningful ways to engage them over the long term. Engagement Marketing explains exactly how to do it, with practical tips for using social media, e-mail, events, and other activities to form creative, surprising connections with your customers. Author Gail F. Goodman, CEO of Constant Contact, the leading online marketing company for small businesses, gives you the inspiration, ideas, and motivation you need to grow your business by engaging your customers. With her trademark no-nonsense approach, Goodman shows you how to work the gold mine you already own—your existing customer base. It's like having a marketing genius at your side—without having to hire one.