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 whatEngagement 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.

Engagement Marketing will help you make a bigger name for your company, build your network, and reach your goals.

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 inEngagement Marketing. In 2011, Gail was named one of Boston's top 30 innovators byThe 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.

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, 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

Well explain the five types of compelling content that drive online (and offline) 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.

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.

Chapter 9 Overcoming Common Obstacles 145

Find time in todays 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