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Engagement Marketing: How Small Business Wins in a Socially Connected World Hardcover – May 1, 2012

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From the Author: Six Simple Ideas for Small Business Marketing

Six simple ideas for small business marketing
  1. 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.
  2. 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.
  3. 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.
  4. 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!
  5. 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.
  6. 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.




From the Inside Flap

"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, colleagues—and the world.

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Product Details

  • Hardcover: 198 pages
  • Publisher: Wiley; 1 edition (May 1, 2012)
  • Language: English
  • ISBN-10: 1118101022
  • ISBN-13: 978-1118101025
  • Product Dimensions: 6.3 x 0.9 x 9.3 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #439,274 in Books (See Top 100 in Books)

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More About the Author

Gail Goodman is the CEO of Constant Contact, a leading provider of email 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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6 of 6 people found the following review helpful By Suzanne Bates on May 18, 2012
Format: Hardcover
As a small business owner, I know first-hand how daunting it can be to navigate the social media landscape. It's time consuming! And for owners of small businesses, our time is stretched thin. Gail Goodman makes a compelling case for not only the importance of social media for small businesses, but how to prioritize social media activities. It isn't about the number of "fans" or "followers" you have, but how you engage those fans and followers. She provides practical and insightful case studies and tips on how to create powerful word-of-mouth for your business using these new technologies and tools, as well as other tried-and-true marketing tactics. "Engagement Marketing" is a must-have for any small business - whether you're just starting out or are a seasoned business looking to engage more customers.
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8 of 9 people found the following review helpful By Pkras on May 14, 2012
Format: Hardcover
Constant Contact CEO Gail Goodman has provided a nice primer for SMBs engaging in social media. This book is not an insider approach for industry pros. It does not take a high level. Rather, it is more geared towards explaining the basics of the "engagement marketing cycle" as a means of managing good word of mouth.

Goodman defines the cycle as providing the "Wow! Experience"; Enticing customers to stay in touch; and Engaging customers via social media. She emphasizes that SMBs really need to develop nuance when they are applying messaging via email, Facebook, Twitter, LinkedIn and G+. Each has different strengths.

While a lot of SMBs don't think they really have much to say, Goodman provides insights into possible subjects, and case studies on how and when to apply social media techniques, including discussions, promotions, events, polls/surveys, shared information and news and announcements. This book is very helpful, and clearly written.
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3 of 3 people found the following review helpful By BWP on May 18, 2012
Format: Hardcover
Every small business owner wears many hats, but knows that their customers are the top priority. With Gail Goodman's book, Engagement Marketing, every small business owner can learn how to reach out and engage the right customers IN THE REAL WORLD! This book gives small business owners a map of how to market to your clients effectively in this social media world we live in, without overwhelming the reader. Gail Goodman truly understands what small business owners need and has delivered spot on!
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3 of 4 people found the following review helpful By Matt Davidson on May 4, 2012
Format: Hardcover Verified Purchase
Gail Goodman has done a great service by starting Constant Contact. This book is one definitive statement about how to market a small business or community service organization. I am happy to see the great ideas that have come out of Constant Contact in one resource.
Equally important to the success of Constant Contact is Gail Goodman's ability to share the spotlight with good resource people and give them a platform to be heard. Unlike some people leading the small business marketing "charge" that want all the attention on them, we have here someone who "gets it" that others have their area of expertise and need to be heard. I want to take that idea and model it for the Local Experts Program in my area. I can't see how we can do anything but be a great resource for small business owners. This book is significant because of the ideas it presents that are "real world" for a small business owner. They would do themselves a favor to read and apply the principles here.
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1 of 1 people found the following review helpful By MVEG on July 8, 2012
Format: Hardcover
It only took me a couple of hours to read but I highly recommend this book, it goes over the basics and how to engage with your customers online. I learned new tips.
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Format: Hardcover
I couldn't put it down. Small business and social media gets a lot of my attention but my read of Gail Goodwin's new book is broader. I believe sales people and business executives would do well to give it a once over. It's an easy read and offers some realistic information about quality versus quanity when it comes to numbers in social media and how to gather repeat business.
The engagement marketing cycle applies in business to business and business to consumer. She explains the cycle in great and very simple detail. Even if you never use a social network the advice offered works. Read it and learn some best practices for managing clients and customers. It's a breath of fresh air for commerce.
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By springboard on May 29, 2012
Format: Hardcover Verified Purchase
I have been a social media trainer, speaker, consultant and author since 2007. This book hits every chord on how to have a successful social media presence. Gail does a great job of explaining "engagement" marketing, or what I term, "Real-ationship" marketing in a very easy to understand and implement fashion. There were many aha moments on using the top tools for gaining audience, branding your business, and just plain engaging to enhance your SoVi, social visibility which increases your TOMA, top of mind awareness. Thanks Gail for a job well done!
Shelley Roth
Houston, TX
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