book

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

Name: Engagement Marketing: How Small Business Wins in a Socially Connected World
Author: Gail F. Goodman
ISBN: 9781118101025

by Gail F. Goodman

May 2012

Beginner

198 pages

4h 4m

English

Wiley

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Cover
Contents
Title
Copyright
Dedication
Foreword
Introduction
Part I: Rev Up Your Engagement Marketing Engine
Chapter 1: The Engagement Marketing Cycle
Everyone Has a Circle of InfluenceYour New Business Engine: New Customers and More Repeat BusinessThe Engagement Marketing Cycle: Three Simple Steps to SuccessEngagement Drives Social Visibility, Attracting New Prospects to Your DoorEngagement Marketing Boosts Your Other Marketing, TooEngagement Marketing Builds Momentum Over Time
Chapter 2: Deliver a WOW! Experience
Good or Bad, People Will Talk About YouDeliver a WOW! experienceLittle Touches MatterEmpower Employees to Deliver the WOW!Listen, Learn, and AdaptSurveys and FeedbackKeep the WOW! Alive After the Initial Transaction

Chapter 3: Entice to Stay in Touch
“Do I Really Have To?”Tell People What They’ll GetKnow What You Want (But Have Other Options)They’re Just Not That into YouLet People Connect InstantlyClose the Permission LoopIt’s About Quality, Not Quantity
Chapter 4: Engage People
Why Engagement MattersFive Types of Interesting, Relevant, and Engaging ContentQuestion and AnswerSharing/InformationDiscussionsPromotions, News, and AnnouncementsEventsCalls to Action: Tell People What to DoInvite Everyone to Your Party: Distribute BroadlyFocus on Quality (Not Quantity) Engagement
Chapter 5: How Engagement Marketing Drives New Prospects to Your Door
Engagement Drives Social VisibilityPeople Learn About Your BusinessWhen People Engage, They Also EndorseEngagement Enhances All Other MarketingEngagement Marketing Nurtures Prospects, TooSocial Boosts Search Relevance!
Part II: Get More Business With Engagement Marketing
Chapter 6: How Social Visibility Happens
Social Visibility by PlatformFacebookBusiness Check-Ins/Tag a FriendTag a PhotoParticipating in Surveys/PollsTwitterLinkedInGoogle+ Business PageEncourage Shares to Happen Naturally
Chapter 7: Engagement Marketing in Action
Gourmet Coffee Service Engages Customers, Increases Month-to-Month RevenuesDeliver the WOW! Spoil Your CustomersEntice Customers to Keep in TouchFacebook Page Gets People EngagedEngagement Drives New and Repeat BusinessMaas Nursery Creates a Community and Grows Its BusinessMaas WOWs Customers with Gardening Expertise and SelectionMonthly E-Newsletter Packed With Tips, Coupons, and Other GoodnessEvents Draw People Back to the NurseryEngaging Customers Through Social MediaSales Up in a Down Economy; New People VisitMuseum Engages the Community, Increases Attendance to ProgramsDeliver the WOW! Exhibitions That Rock, LiterallyMultiple Touch Points Keep People Connected and InformedSocial Media Lets People “Plug in on their Own”Engagement Enhances All Marketing Efforts; Helps Drive Attendance
Chapter 8: Engagement Marketing Tips and Tricks
Tip 1: Make Your Customers the Star of Your ShowTip 2: Create Platform-Specific ContentTip 3: Sequence Your PostsTip 4: Fan the Flames of “Hot” ContentTip 5: Use “Like-Gating” to Increase Page Likes
Chapter 9: Overcoming Common Obstacles
Obstacle 1: “Too Many Different Things to Learn. Changing Too Quickly. I Give Up!”Obstacle 2: “I Don’t Have Time.”Obstacle 3: “I Don’t Like Imposing on People.”Obstacle 4: “How Do I Find Content Ideas and Inspiration? I’m Not a Marketer.”Obstacle 5: “I Don’t Want to Post Personal Information.”Obstacle 6: “My Business Is Boring. Why Would Anyone Follow Us?”Obstacle 7: “No One Is Reading My Facebook Posts.”
Chapter 10: Resources
Social Media Quick-Start GuideFacebookGoogle+ (G+)LinkedinTwitterEngagement Marketing Tools
Glossary
About the Author
Acknowledgments
Index

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

Contents

Foreword

Introduction

Part I: Rev Up Your Engagement Marketing Engine

Chapter 1: The Engagement Marketing Cycle

Everyone Has a Circle of Influence

Your New Business Engine: New Customers and More Repeat Business

The Engagement Marketing Cycle: Three Simple Steps to Success

Engagement Drives Social Visibility, Attracting New Prospects to Your Door

Engagement Marketing Boosts Your Other Marketing, Too

Engagement Marketing Builds Momentum Over Time

Chapter 2: Deliver a WOW! Experience

Good or Bad, People Will Talk About You

Deliver a WOW! experience

Little Touches Matter

Empower Employees to Deliver the WOW!

Listen, Learn, and Adapt

Surveys and Feedback

Keep the WOW! Alive After the Initial Transaction

Chapter 3: Entice to Stay in Touch

“Do I Really Have To?”

Tell People What They’ll Get

Know What You Want (But Have Other Options)

They’re Just Not That into you

Let People Connect Instantly

Close the Permission Loop

It’s About Quality, Not Quantity

Chapter 4: Engage People

Why Engagement Matters

Five Types of Interesting, Relevant, and Engaging Content

Question and Answer

Sharing/Information

Discussions

Promotions, News, and Announcements

Events

Calls to Action: Tell People What to Do

Invite Everyone to Your Party: Distribute Broadly

Focus on Quality (Not Quantity) Engagement

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

Engagement Drives Social Visibility

People Learn About Your Business

When People Engage, They Also Endorse

Engagement Enhances All ...

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

by Gail F. Goodman

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.