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

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

by Gail F. Goodman
Released May 2012
Publisher(s): Wiley
ISBN: 9781118101025

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Book description

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.

Table of contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Dedication
  6. Foreword
  7. Introduction
  8. Part I: Rev Up Your Engagement Marketing Engine
    1. Chapter 1: The Engagement Marketing Cycle
      1. Everyone Has a Circle of Influence
      2. Your New Business Engine: New Customers and More Repeat Business
      3. The Engagement Marketing Cycle: Three Simple Steps to Success
      4. Engagement Drives Social Visibility, Attracting New Prospects to Your Door
      5. Engagement Marketing Boosts Your Other Marketing, Too
      6. Engagement Marketing Builds Momentum Over Time
    2. Chapter 2: Deliver a WOW! Experience
      1. Good or Bad, People Will Talk About You
      2. Deliver a WOW! experience
      3. Little Touches Matter
      4. Empower Employees to Deliver the WOW!
      5. Listen, Learn, and Adapt
      6. Surveys and Feedback
      7. Keep the WOW! Alive After the Initial Transaction
    3. Chapter 3: Entice to Stay in Touch
      1. “Do I Really Have To?”
      2. Tell People What They’ll Get
      3. Know What You Want (But Have Other Options)
      4. They’re Just Not That into You
      5. Let People Connect Instantly
      6. Close the Permission Loop
      7. It’s About Quality, Not Quantity
    4. Chapter 4: Engage People
      1. Why Engagement Matters
      2. Five Types of Interesting, Relevant, and Engaging Content
      3. Question and Answer
      4. Sharing/Information
      5. Discussions
      6. Promotions, News, and Announcements
      7. Events
      8. Calls to Action: Tell People What to Do
      9. Invite Everyone to Your Party: Distribute Broadly
      10. Focus on Quality (Not Quantity) Engagement
    5. Chapter 5: How Engagement Marketing Drives New Prospects to Your Door
      1. Engagement Drives Social Visibility
      2. People Learn About Your Business
      3. When People Engage, They Also Endorse
      4. Engagement Enhances All Other Marketing
      5. Engagement Marketing Nurtures Prospects, Too
      6. Social Boosts Search Relevance!
  9. Part II: Get More Business With Engagement Marketing
    1. Chapter 6: How Social Visibility Happens
      1. Social Visibility by Platform
      2. Facebook
      3. Business Check-Ins/Tag a Friend
      4. Tag a Photo
      5. Participating in Surveys/Polls
      6. Twitter
      7. LinkedIn
      8. Google+ Business Page
      9. Encourage Shares to Happen Naturally
    2. Chapter 7: Engagement Marketing in Action
      1. Gourmet Coffee Service Engages Customers, Increases Month-to-Month Revenues
      2. Deliver the WOW! Spoil Your Customers
      3. Entice Customers to Keep in Touch
      4. Facebook Page Gets People Engaged
      5. Engagement Drives New and Repeat Business
      6. Maas Nursery Creates a Community and Grows Its Business
      7. Maas WOWs Customers with Gardening Expertise and Selection
      8. Monthly E-Newsletter Packed With Tips, Coupons, and Other Goodness
      9. Events Draw People Back to the Nursery
      10. Engaging Customers Through Social Media
      11. Sales Up in a Down Economy; New People Visit
      12. Museum Engages the Community, Increases Attendance to Programs
      13. Deliver the WOW! Exhibitions That Rock, Literally
      14. Multiple Touch Points Keep People Connected and Informed
      15. Social Media Lets People “Plug in on their Own”
      16. Engagement Enhances All Marketing Efforts; Helps Drive Attendance
    3. Chapter 8: Engagement Marketing Tips and Tricks
      1. Tip 1: Make Your Customers the Star of Your Show
      2. Tip 2: Create Platform-Specific Content
      3. Tip 3: Sequence Your Posts
      4. Tip 4: Fan the Flames of “Hot” Content
      5. Tip 5: Use “Like-Gating” to Increase Page Likes
    4. Chapter 9: Overcoming Common Obstacles
      1. Obstacle 1: “Too Many Different Things to Learn. Changing Too Quickly. I Give Up!”
      2. Obstacle 2: “I Don’t Have Time.”
      3. Obstacle 3: “I Don’t Like Imposing on People.”
      4. Obstacle 4: “How Do I Find Content Ideas and Inspiration? I’m Not a Marketer.”
      5. Obstacle 5: “I Don’t Want to Post Personal Information.”
      6. Obstacle 6: “My Business Is Boring. Why Would Anyone Follow Us?”
      7. Obstacle 7: “No One Is Reading My Facebook Posts.”
    5. Chapter 10: Resources
      1. Social Media Quick-Start Guide
      2. Facebook
      3. Google+ (G+)
      4. Linkedin
      5. Twitter
      6. Engagement Marketing Tools
  10. Glossary
  11. About the Author
  12. Acknowledgments
  13. Index

Product information

  • Title: Engagement Marketing: How Small Business Wins in a Socially Connected World
  • Author(s): Gail F. Goodman
  • Release date: May 2012
  • Publisher(s): Wiley
  • ISBN: 9781118101025