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

ISBN: 978-1-118-10102-5
198 pages
May 2012
Engagement Marketing: How Small Business Wins in a Socially Connected World (1118101022) cover image


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.

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Table of Contents

Foreword xiii
Anita Campbell

Introduction xvii


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.


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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Author Information

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.

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Press Release

May 21, 2012
Launch of “Engagement Marketing” celebrates National Small Business Week: May 20-26

New Book from Constant Contact CEO Gail F. Goodman Helps Small Businesses Navigate Engagement Marketing to Create and Grow Customer Relationships

Small business owners now have a new resource to turn to with the release of Gail F. Goodman’s book, Engagement Marketing: How Small Business Wins in a Socially Connected World.  A small business expert and visionary, Goodman is CEO of Constant Contact®, Inc. (NASDAQ: CTCT), which helps more than half a million small organizations connect with their customers through email marketing, social media marketing, local deals, event marketing, and online surveys tools.  She will be touring the country throughout National Small Business Week (May 20-26) to speak with small business owners about how Engagement Marketing can help create enduring and authentic customer connections.

Engagement Marketing is a how-to manual for small organizations looking to generate more positive referrals through online and offline marketing activities, including social media, email newsletters, events, and blogs.  The book discusses “why” and “how” small businesses, associations, and nonprofits should think about engagement as a key element of their marketing approach, and how today’s socially connected world makes engagement easier than ever before. 

“Owners of small businesses have an advantage over larger companies.  They make enduring and authentic customer connections,” said Goodman.  “While big companies might outspend them on marketing, small businesses can creatively out-engage large companies using their strong customer relationships and a few simple Engagement Marketing tools.”

Word-of-mouth referrals are the lifeblood of a small business, and Engagement Marketing builds on this marketing basic.  The book unveils the Engagement Marketing Cycle and how to use it to power socially visible endorsements that attract both repeat and new customers.  Through practical tips and proven insights from small business owners, Goodman demonstrates that, when done well, Engagement Marketing can become the single best source of new customers. 

Goodman also elaborates on six simple ideas for small business marketing:

Buyers trust comments and reviews (even from strangers)

According to a Nielsen Global Trust in Advertising Survey, only 14 percent of people trust advertising, while 78 percent of people trust consumer recommendations.  When businesses interact with current customers online, these socially visible interactions feed their referral engine.

A customer’s friends are a business’s next best prospects

We all want to find a rich source of qualified new prospects.  Turns out every business already has one!  The social networks of your current customers are filled with people like them – people who might be interested in your products or services.

Rise above the ordinary in small and large ways that WOW customers

To create a connection, understand the experience your business delivers through a customer’s eyes…and find one or two spots to create something a little bit special.

They won’t join if they’re not asked. (Yes, they really have to be asked!)

People need to know why they should connect to an organization’s social media vehicles like Twitter and Facebook.  What are they going to get?  Ensure that it is easy and compelling for them to connect, and then ask them!

Engagement drives social visibility

Social proof is the concept that when we see our friends and colleagues take an action, such as eating at a particular restaurant, that action is an endorsement. Social proof happens through social visibility. When people engage with a business – especially online via social media – their networks see this engagement, and they are enticed to engage, too.

Engagement matters

Engagement cements a connection between a business and their current customers, and drives the social visibility that will motivate and inspire repeat and new business.  Engagement happens in small doses.

Engagement Marketing is available for sale at IndieBound, as well as Amazon, Barnes & Noble, Books-a- Million, and 800 CEO Reads.  All interested are welcome to attend a book signing and reception in New York City at Barnes & Noble, 555 Fifth Avenue, on Thursday, May 24, 2012 from 1 PM to 3 PM ET.  For more information, visit  www.engagementmarketing.com or follow the conversation on Twitter at #engmkt.  

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