Engagement Marketing E-Book

Gail F. Goodman

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 211

Veröffentlichungsjahr: 1991

Beschreibung

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.

Leseprobe

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 Other Marketing

Engagement Marketing Nurtures Prospects, Too

Social Boosts Search Relevance!

Part II: Get More Business With Engagement Marketing

Chapter 6: How Social Visibility Happens

Social Visibility by Platform

Facebook

Business Check-Ins/Tag a Friend

Tag a Photo

Participating in Surveys/Polls

Twitter

LinkedIn

Google+ Business Page

Encourage Shares to Happen Naturally

Chapter 7: Engagement Marketing in Action

Gourmet Coffee Service Engages Customers, Increases Month-to-Month Revenues

Deliver the WOW! Spoil Your Customers

Entice Customers to Keep in Touch

Facebook Page Gets People Engaged

Engagement Drives New and Repeat Business

Maas Nursery Creates a Community and Grows Its Business

Maas WOWs Customers with Gardening Expertise and Selection

Monthly E-Newsletter Packed With Tips, Coupons, and Other Goodness

Events Draw People Back to the Nursery

Engaging Customers Through Social Media

Sales Up in a Down Economy; New People Visit

Museum Engages the Community, Increases Attendance to Programs

Deliver the WOW! Exhibitions That Rock, Literally

Multiple Touch Points Keep People Connected and Informed

Social 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 Show

Tip 2: Create Platform-Specific Content

Tip 3: Sequence Your Posts

Tip 4: Fan the Flames of “Hot” Content

Tip 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 Guide

Facebook

Google+ (G+)

Linkedin

Twitter

Engagement Marketing Tools

Glossary

About the Author

Acknowledgments

Index

Praise for Engagement Marketing

“This book is for small business owners who want to learn how to leverage the power of online and offline communication to grow their business. It offers a refreshing look at how any business can grow by engaging with their customers. It’s not about tweets or Likes. It’s about doing right by your customers and enabling them to let others know about it. This book helps you do this in very practical terms. This book is a must-read for any business owner who is tired of the song and dance of ‘content,’ tone deaf to social media, and sick of blogging. This book is for those who want the ‘steak’ and not ‘oatmeal’ of making customers, loyal customers.”

—Ramon Ray, Technology Evangelist and Editor, Smallbiztechnology.com

“Engagement Marketing lives the talk with practical examples from small businesses on how to excel in their business with online content and make it easy for customers to interact with the business. Gail Goodman uses the power of storytelling to explain online marketing in the easiest and grassroots terms.”

—Shashi Bellamkonda, Senior Director, Social Media, Network Solutions and Adjunct Faculty Member at Georgetown University

“If you’re a small business owner you probably know Constant Contact. In her new book, CEO Gail Goodman takes you further down the road to success. The old values are still the best values and Gail has given them new life for the Internet age. She helps entrepreneurs understand that Main Street isn’t dead, it just went digital. Throughout, you’ll learn how to put the ‘word-of-mouth’ power of social media to your advantage. Small business owners who want to survive and thrive in the new world of Yelping and blogging need to read this book.”

—Charles “Tee” Rowe, President and CEO, Association of Small Business Development Centers (ASBDC)

“This book is a must-read for any small business owner looking to understand the latest trend in permission-based marketing—permission to engage. When done well, it brings small businesses new customers from their existing ones. Gail Goodman makes a strong case for how Engagement Marketing will become an incredibly important source of new customers for small businesses—the key to growing in any economy. Best of all, she explains how Engagement Marketing gets ‘done’ in very practical terms, using a combination of old and new online marketing tools, including e-mail and social media.”

—JJ Ramberg, Host of MSNBC’s “Your Business”

“Businesses that have a loyal and engaged customer base enjoy greater success. Why? Because educated consumers seek those companies that listen to their needs, and when they find them, not only do they stick, but they also share their experiences with others. It’s a marketing strategy known as engagement marketing, and no one is more of an expert than Gail Goodman. In her book, Gail shares the important strategies all businesses can employ to leverage technology and social media platforms to build their businesses. This is absolutely a must-read for any owner or team that is struggling to survive. Gail’s sage advice will turn your business into a thriving entity, and you’ll soar to success.

—Susan Solovic, CEO and Cofounder, ItsYourBiz.com, New York TimesBest-Selling Author ofIt’s Your Biz: The Complete Guide to Becoming Your Own Boss

“Engagement Marketing, as clearly explained by Gail Goodman, will help businesses face the public in personal, human ways. That connection is what chambers of commerce do, too; at least they should. Those who read the book will know better how to reach out to their community and their current and potential customers.”

—Mick Fleming, President and CEO, American Chamber of Commerce Executives (ACCE)

Copyright © 2012 by Constant Contact, Inc. All rights reserved.

Facebook is a trademark of Facebook, Inc.; Twitter is a registered trademark of Twitter, Inc.; LinkedIn is a registered trademark of LinkedIn Corporation; Google+ is a registered trademark of Google Inc. All other company and product names may be trademarks or service marks of their respective owners.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Goodman, Gail F., 1960-

Engagement marketing : how small business wins in a socially connected world / Gail F. Goodman.

p. cm.

Includes index.

ISBN 978-1-118-10102-5 (cloth); ISBN 978-1-118-22378-9 (ebk); ISBN 978-1-118-23711-3 (ebk); ISBN 978-1-118-26208-5 (ebk)

1. Internet marketing. 2. Small business marketing. 3. Online social networks. 4. Social media. I. Title.

HF5415.1265.G659 2012

658.8’72—dc23

2012003556

This book is dedicated to small businesses and organizations everywhere. Your dreams, passion, creativity, tenacity, and guts continually inspire me.

Foreword

A few years ago, we did a survey of small businesses and found that 83 percent said their main source of new business was “referrals.”

Think about that statistic for a moment. As a small business owner, your new business most often comes from other people who are talking about your company. And who are those “other people”? Complete strangers? People who’ve never heard of your business? Of course not!