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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
- 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.
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, colleaguesand the world.
Top Customer Reviews
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.
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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