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Gail F. Goodman

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Engagement Marketing: How Small Business Wins in a Socially Connected World ハードカバー – 2012/5/1

英語版 Gail F. Goodman (著)

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A definitive guide to growing your small business through "Engagement Marketing"

As a small business owner, you've always relied on word-of-mouth referrals to grow your business. Thanks to social media―and its nimble partner, mobile technology―it'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 what Engagement 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 prospects―as well as how to increase repeat sales―using your existing customers and social networks.

Learn how to create customer experiences that increase positive customer reviews and endorsements
Get practical advice on how to entice people to join your social networks and run engagement campaigns that increase visibility―and endorsements―for your business
Understand why engagement is so important―and how you can use it to turn passionate fans in your social networks into tomorrow's new business
Author Gail Goodman is CEO of Constant Contact, America's leading email and social media marketing company for small businesses

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

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本の長さ

224ページ
言語

英語
出版社

Wiley
発売日

2012/5/1
寸法

16 x 2.24 x 23.62 cm
ISBN-10

9781118101025
ISBN-13

978-1118101025
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著者について

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 customersall 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.

登録情報

ASIN ‏ : ‎ 1118101022
出版社 ‏ : ‎ Wiley; 第1版 (2012/5/1)
発売日 ‏ : ‎ 2012/5/1
言語 ‏ : ‎ 英語
ハードカバー ‏ : ‎ 224ページ
ISBN-10 ‏ : ‎ 9781118101025
ISBN-13 ‏ : ‎ 978-1118101025
寸法 ‏ : ‎ 16 x 2.24 x 23.62 cm

Amazon 売れ筋ランキング: - 1,290,426位洋書 (洋書の売れ筋ランキングを見る)
- - 548位Marketing for Small Businesses
- - 2,114位Sales & Selling
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Catriona S.

excellent book!

2015年1月29日に英国でレビュー済み

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An excellent book for a marketing phobe like myself. It has actually taken me from being afraid and completely unaware of marketing styles to actually WANT to get on with marketing my business!

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Matt Davidson

Definite Read for a Small Business Owner

2012年5月4日にアメリカ合衆国でレビュー済み

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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.

3人のお客様がこれが役に立ったと考えています

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Ian Mann

In a survey conducted by Small Business Trends it was found that 83% of respondents attributed new business to referrals recomme

2017年4月10日にアメリカ合衆国でレビュー済み

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What is the biggest problem facing small businesses? Retaining customers and attracting more. (Ditto large businesses.)
On the face of it small businesses, be it a boutique store, a two person law practice, or a garden services provider, have a marketing problem not faced by large organizations; insufficient time and insufficient money. Goodman’s book shows how small businesses overcome these limitations through the use of “engagement marketing.” In fact, small businesses have a consequential advantage over large business using this method.
In a survey conducted by Small Business Trends it was found that 83% of respondents attributed new business to referrals recommend by people who already know the business. It will, of course, only be your highly satisfied customers who would do this. Highly satisfied customers don’t wait for anyone to ask about your business, they talk about their experience over lunch, at work; anywhere they have a ready listener.
This scenario, however, presupposes the quality of the experience so the follow-on question is how does one deliver that experience for everyone who does business with you? Goodman offers many pointers all of which can be subsumed under the advice: determined how people enter your business and ensure you provide a great experience at each entry point. Pause, and reflect on this because it is Step One in engagement marketing. How is your phone answered? Queries handled? Complaints addressed? Requests responded to? And on. If it is not a great experience, fix it.
Word of mouth has always been a source of new business, and still is. You need only think of how much more likely you are to try a new restaurant that was recommended by your “foodie” neighbour against an advertisement you saw in the newspaper. All that has really changed is that we now have the social media megaphone which can let many more people have your foodie neighbour’s recommendation.
Social media has the added benefit of enabling you to know exactly where your referrals are coming from, so you can track the source of the referrals and encourage them to keep at it.
If Step One is to provide the memorable experience, Step Two is to entice people to keep in touch with you whether via e-mail marketing or social media, so that, with their permission you can continue to stay connected and market to them. By staying in touch you achieve two crucial objectives: The first is that you extend the experience beyond their purchase of goods or services, and the second is that you retain your place in their active memory. How often have you had someone do good work for you, but when you are asked to recommend a provider of that service a few years later, you just cannot remember his name.
We all have enough to do to fill our lives and are hardly in need of engaging in anything more that we have already. This being so you will need to entice your satisfied customers through the benefits they will get from remaining connected to you. You will also have to ensure that remaining connected is easy, very easy. There is no shortage of platforms to enable this connection such as Facebook, Twitter, LinkedIn, Google+, YouTube, and more.
Another reason for wanting this connection is to know what they are saying about you. Many of the smaller businesses you use, the hairdresser, the dentists, the tailor, know you by name, but what they don’t know is what you say about them to others. The social media context into which you entice your customers will solve this problem.
After gaining permission to stay in touch you now need to engage with them through social media, e-mail newsletters, blog posts, and other methods to ensure they find value in staying connected. If they find no value in staying connected, disconnecting is just one delete button away.
The book is full of examples that will stimulate your thinking and aid you in finding appropriate offerings. Some examples: Goodman’s favourite kitchen utensil store hosts a meeting at which people can exchange cook books they don’t use with other people who enjoy cooking, held, of course, in the kitchen utensil store. A yoga school could send out a mailing of a different pose each month together with the correct posture and its benefits. A wine store could feature a wine of the month and the food it is best paired with.
The enablers of all this activity is the existence of social media. A considerable portion of the book explains how to use these platforms effectively and, best of all, does so in a manner accessible to even the most technology shy.
Goodman works with small business and non-profits and is well aware of the objections that arise whenever the suggestion to spend time on marketing is made. In the chapter on “Overcoming Common Obstacles” she deals thoughtfully with objections a small business owner might raise: “I don’t have time,” “I don’t understand the technology;” “I don’t like to impose on people” and more. She offers suggestions that are convincing and viable and even provides a quick start guide to the four largest platforms, Facebook, Linkedin, Twitter and Google+.
I cannot imagine a small business that would not benefit from working through Engagement Marketing and applying what is appropriate to their time and funding constraints.

Readability Light +---- Serious
Insights High --+-- Low
Practical High +---- Low

Ian Mann of Gateways consults internationally on leadership and strategy

1人のお客様がこれが役に立ったと考えています

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Shell Roth

This book Nails it!

2012年5月29日にアメリカ合衆国でレビュー済み

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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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Robin Emanuel

Truly Engaging

2013年9月2日にアメリカ合衆国でレビュー済み

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This book is well written and full of practical ways to implement a social media campaign. It the insight into this changing world of social media and the power that is has to take a small business from unknown to thriving. Read this book even if you are a skeptic or afraid of social media. Once you read the book you will know why you need to start using social media to engage with your customer and promote your company.

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