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Why You Should Read Engagement Marketing

Engagement MarketingEngagement Marketing: How Small Business Wins in a Socially Connected World [1] is the new book about how to get and keep customers by engaging with them.

I love the premise of this book because it is utterly realistic for small businesses.  Engagement marketing, according to the book, is the art of “getting new customers through your existing customers, while driving more repeat sales at the same time.”    It’s about serving your existing customers well, and deepening your relationship with them by engaging on social media and online.

The outgrowth is a stronger customer bond and more satisfied customers.  That leads to natural word-of-mouth — and more repeat business and sales to new customers who learned about you through existing customers.  And in fact, referrals and word of mouth are how many small businesses get new business today.

The second thing I like is the marketing blueprint that the book lays out. Chapter 1 starts with the “engagement marketing cycle” — a framework for growing sales with the help of social media.  Think of it as a 3-step process:

“Developing this cycle until it’s a well-oiled machine,” says the book, is what will lead to more sales by increasing repeat sales and referrals.

Everything in this book is practical, including a chapter on overcoming common obstacles. Obstacle #3, for example, will resonate with many business owners: “I don’t like imposing on people.”  But as the author explains, one way to overcome that is to focus on creating great “enticement offers” such as a coupon or free report to persuade people to sign up for your email list or follow your Facebook account.  Then you’re not imposing – you’re giving people something they want.

There’s even a Quick Start Guide and a Glossary to help you get up to speed quickly on the sometimes baffling terms (like “hashtag'” or “plus one”) in social media.

Most of the book concentrates on pointing out techniques to help you learn how to engage people through social media, email marketing, blogs, events and other activities.  And that’s the third thing I like about Engagement Marketing.   Intead of talking in generalities, the book explains what types of content  to share on social networks, the types of activities to perform to engage with people on social media — and similar useful lessons.  It can help you put in place the building blocks of a social media strategy and action plan.  It answers the “why” and also the “how.”

The book is filled with examples, including screenshots and images.  Examples are ones that most small businesses could attempt on a small budget or with a small team (or even no team).  The book avoids one of my pet peeves: using big-budget corporate marketing campaigns as case studies.  While I appreciate that Ford may be doing brilliant things in social media, a Ford marketing campaign will be so outside my company’s budget that we couldn’t hope to emulate it.  Small business examples like the ones in Engagement Marketing are more useful.

About the Author

If you or your company are one of the hundreds of thousands of small businesses using Constant Contact, then the author’s name is likely familiar.  Gail Goodman (@Gail_Goodman [2] on Twitter)  is the CEO of Constant Contact (an occasional advertiser on this site).  Goodman architected her company’s expansion from an email marketing provider, to one that now includes tools for social media marketing, surveys, event marketing and mobile marketing. She brings vision and subject matter expertise to this book.



Who Should Read Engagement Marketing

This book is ideal for a small business or non-profit with anywhere from 0 to 100 employees, and even larger.

I highly recommend reading Engagement Marketing if you: