New Book from Constant Contact CEO Gail F. Goodman Helps Small Businesses Navigate Engagement Marketing to Create and Grow Customer Relationships
Small business owners now have a new resource to turn to with the
release of Gail F. Goodman’s book, Engagement Marketing: How
Small Business Wins in a Socially Connected World. A small business
expert and visionary, Goodman is CEO of Constant
Contact®, Inc. (NASDAQ: CTCT), which helps more than half a million
small organizations connect with their customers through email
marketing, social media marketing, local deals, event marketing, and
online surveys tools. She will be touring the country throughout
National Small Business Week (May 20-26) to speak with small business
owners about how Engagement
Marketing can help create enduring and authentic customer
connections.
Engagement Marketing is a how-to manual for small
organizations looking to generate more positive referrals through online
and offline marketing activities, including social media, email
newsletters, events, and blogs. The book discusses “why” and “how” small
businesses, associations, and nonprofits should think about engagement
as a key element of their marketing approach, and how today’s socially
connected world makes engagement easier than ever before.
“Owners of small businesses have an advantage over larger companies.
They make enduring and authentic customer connections,” said Goodman.
“While big companies might outspend them on marketing, small businesses
can creatively out-engage large companies using their strong customer
relationships and a few simple Engagement Marketing tools.”
Word-of-mouth referrals are the lifeblood of a small business, and Engagement
Marketing builds on this marketing basic. The book unveils the
Engagement Marketing Cycle and how to use it to power socially visible
endorsements that attract both repeat and new customers. Through
practical tips and proven insights from small business owners, Goodman
demonstrates that, when done well, Engagement Marketing can become the
single best source of new customers.
Goodman also elaborates on 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.
Engagement Marketing is available for sale at IndieBound, as well
as Amazon, Barnes & Noble, Books-a- Million, and 800 CEO Reads. All
interested are welcome to attend a book signing and reception in New
York City at Barnes & Noble, 555 Fifth Avenue, on Thursday, May 24, 2012
from 1 PM to 3 PM ET. For more information, visit www.engagementmarketing.com or
follow the conversation on Twitter at #engmkt.
Contact the publicist:
Melissa Torra
Publicist
mtorra@wiley.com
201-748-6834