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Praise for Engagement Marketing ffirs.indd ii 22/03/12 3:44 PM Praise for Engagement Marketing “This book is for small business owners who want to learn how to leverage the power of online and offl ine communication to grow their business. It off ers 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) ffirs.indd i 22/03/12 3:44 PM “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 fi nd 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 Times Best-Selling Author of It’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) ffirs.indd ii 22/03/12 3:44 PM ENGAGEMENT MARKETING ffirs.indd iii 22/03/12 3:44 PM ffirs.indd iv 22/03/12 3:44 PM ENGAGEMENT MARKETING How Small Business Wins in a Socially Connected World Gail F. Goodman John Wiley & Sons, Inc. ffirs.indd v 22/03/12 3:44 PM 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. No part of this publication may be reproduced, stored in a retrieval system, or trans- mitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best eff orts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi - cally disclaim any implied warranties of merchantability or fi tness for a particular pur- pose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the pub- lisher nor author shall be liable for any loss of profi t or any other commercial dam- ages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. 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 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 ffirs.indd vi 22/03/12 3:44 PM This book is dedicated to small businesses and organizations everywhere. Your dreams, passion, creativity, tenacity, and guts continually inspire me. ffirs.indd vii 22/03/12 3:44 PM ffirs.indd viii 22/03/12 3:44 PM Contents 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, amplifi ed 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 fi rst 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. ix ftoc.indd ix 22/03/12 10:42 PM x Contents 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 nonprofi t that use Engagement Marketing to gain exposure in their communities and attract customers and donors. ftoc.indd x 22/03/12 10:42 PM Contents xi Chapter 8 Engagement Marketing Tips and Tricks 133 Learn fi ve 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.
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