Engagement Marketing: How Small Business Wins in a Socially Connected WorldISBN: 978-1-118-10102-5
Hardcover
198 pages
May 2012
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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
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