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

Год выпуска: 2012-05-01
Автор: Gail F. Goodman

Synopses & Reviews

Publisher Comments

A definitive guide to growing your business through "Engagement Marketing"

As a small business owner, you know how to draw in customers. Yet you know you could do more to expand word-of-mouth and bring back repeat customers. Put another way, you want to more effectively engage your customers. The New Marketing Chemistry explains how to use Engagement Marketing chemistry to grow your business. It outlines a three-step formula, which begins with creating great experiences for your customers. Next, you use email and other tools to remind customers of those experiences on an ongoing basis. Third, you use social media to create a dialogue with interested potential customers.

The New Marketing Chemistry will help you make a bigger name for your company, be the preferred choice of your customers, build your network, and reach your business goals. It's filled with practical, hands-on advice based on the authors' experience along with best practices and recommendations from thousands of successful small business-to-business and business-to-consumer owners and nonprofit organizations.

  • Learn how to create awesome customer experiences that spark word-of-mouth referrals and repeat business
  • A step-by-step guide includes worksheets and a 21-day plan to launch your low-cost and no-cost Engagement Marketing efforts
  • Get practical and tactical advice on how to successfully navigate social media for your small business
  • Author Gail Goodman is CEO of Constant Contact, America's leading email and social media marketing company for small businesses; Eric Groves is senior vice president at Constant Contact and author of The Constant Contact Guide to Email Marketing


The bestselling annual baseball preview from the smartest analysts in the business

The essential guide to the 2012 baseball season is on deck now, and whether you're a fan or fantasy playeror bothyou won't be properly informed without it. Baseball Prospectus 2012 brings together an elite group of analysts to provide the definitive look at the upcoming season in critical essays and commentary on the thirty teams, their managers, and more than sixty players and prospects from each team.

  • Contains critical essays on each of the thirty teams and player comments for some sixty players for each of those teams
  • Projects each player's stats for the coming season using the groundbreaking PECOTA projection system, which has been called "perhaps the game's most accurate projection model" (Sports Illustrated)
  • From Baseball Prospectus, America's leading provider of statistical analysis for baseball

Now in its seventeenth edition, this New York Times bestselling insider's guide remains hands down the most authoritative and entertaining book of its kind.


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 mediaand its nimble partner, mobile technologyit'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 prospectsas well as how to increase repeat salesusing 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 visibilityand endorsementsfor your business
  • Understand why engagement is so importantand 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.


"If you're still scratching your head about how social media can help your small business, you've picked up the right book. Engagement Marketing shows you how to connect with existing customers and create new ones. The expert at small business marketing,Gail Goodman shaves the process down to three easy steps. A must for any growing small business."

W. Kenneth Yancey, Jr., CEO, SCORE

If you've shied away from social media because you just cannot see how it benefits your small business, association, or nonprofit, Engagement Marketing will change your perspective. That's because Gail F. Goodman, CEO of Constant Contact, "gets it." She knows you're pressed for time, on a budget, and just a little bit skeptical of the whole "social media thing."

You already know that word-of-mouth referrals are the lifeblood of your small business and that they ultimately lead to more business. Engagement Marketing builds on this tried-and-true marketing basic, only now Goodman shows you how to do it with referrals that have become publicly visible thanks to social media.

Whether you run a hotel, an accounting firm, or a museum, you'll find lots of creative, cost-effective ways for reaching out to your customers, members, or donors and encouraging them to spread the good word about you online, where it's visible to their friends, families, colleaguesand the world.


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

"Three reasons this book is a fantastic read for small business owners:1. Happier customers; 2. Engaged fans; 3. More sales. Buy it!"

Brian Halligan, CEO, HubSpot, Inc., and coauthor of Inbound Marketing

"Engagement Marketing shines a really bright spotlight on a proven, practical, and powerful approach to building relationships and business."

John Jantsch, author of Duct Tape Marketing and The Referral Engine

Stop worrying about the number of Facebook fans and Twitter followers you have (or don't have). The secret to getting customers to care about your business is finding meaningful ways to engage them over the long term. Engagement Marketing explains exactly how to do it, with practical tips for using social media, e-mail, events, and other activities to form creative, surprising connections with your customers.

Author Gail F. Goodman, CEO of Constant Contact, the leading online marketing company for small businesses, gives you the inspiration, ideas, and motivation you need to grow your business by engaging your customers. With her trademark no-nonsense approach, Goodman shows you how to work the gold mine you already ownyour existing customer base. It's like having a marketing genius at your sidewithout having to hire one.

About the Author

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 customersall 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.

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 Cycleand get your share of positive raves and repeat businessyou first have to WOW! customers with exceptional experiences. Well 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-mindand 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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