LEADER 05474nam 2200709Ia 450 001 9910790172203321 005 20230126205059.0 010 $a1-280-59126-9 010 $a9786613621092 010 $a1-118-22378-0 035 $a(CKB)2670000000166974 035 $a(EBL)821799 035 $a(OCoLC)775591934 035 $a(SSID)ssj0000634683 035 $a(PQKBManifestationID)11444468 035 $a(PQKBTitleCode)TC0000634683 035 $a(PQKBWorkID)10642164 035 $a(PQKB)11558842 035 $a(Au-PeEL)EBL821799 035 $a(CaPaEBR)ebr10560600 035 $a(CaONFJC)MIL362109 035 $a(CaSebORM)9781118101025 035 $a(MiAaPQ)EBC821799 035 $a(EXLCZ)992670000000166974 100 $a20120125d2012 uy 0 101 0 $aeng 135 $aurunu||||| 181 $ctxt 182 $cc 183 $acr 200 10$aEngagement marketing$b[electronic resource] $ehow small business wins in a socially connected world /$fGail F. Goodman 205 $a1st edition 210 $aHoboken, N.J. $cWiley$dc2012 215 $a1 online resource (222 p.) 300 $aIncludes index. 311 $a1-118-10102-2 320 $aIncludes bibliographical references and index. 327 $aEngagement Marketing: How Small Business Wins in a Socially Connected World; Contents; Foreword; Our Endless Quest for New Customers; Enter Engagement Marketing; Introduction; ""What Do We Do With Social Media?""; Engagement Marketing: Making Magic Happen; Who Should Read This Book; Part I: Rev Up Your Engagement Marketing Engine; Chapter 1: The Engagement Marketing Cycle; Everyone Has a Circle of Influence; Your New Business Engine: New Customers and More Repeat Business; The Engagement Marketing Cycle: Three Simple Steps to Success; Step 1: Provide a WOW! Experience 327 $aStep 2: Entice to Stay in Touch Step 3: Engage People; Engagement Drives Social Visibility, Attracting New Prospects to Your Door; Engagement Marketing Boosts Your Other Marketing, Too; Engagement Marketing Builds Momentum Over Time; Chapter 2: Deliver a WOW! Experience; Good or Bad, People Will Talk About You; Deliver a WOW! experience; Little Touches Matter; Empower Employees To Deliver the WOW!; Listen, Learn, and Adapt; Surveys and Feedback; Learn; Adapt; Keep the WOW! Alive After the Initial Transaction; Chapter 3: Entice to Stay in Touch; ""Do I Really Have To?"" 327 $aTell People What They'll Get Know What You Want (But Have Other Options); They're Just Not That into You; Let People Connect Instantly; Close the Permission Loop; E-Mail List; Facebook; LinkedIn; Twitter; Blog; It's About Quality, Not Quantity; Chapter 4: Engage People; Why Engagement Matters; Five Types of Interesting, Relevant, and Engaging Content; Question and Answer; Sharing/Information; Discussions; Promotions, News, and Announcements; Events; Calls to Action: Tell People What to Do; Invite Everyone to Your Party: Distribute Broadly; Focus on Quality (Not Quantity) Engagement 327 $aChapter 5: How Engagement Marketing Drives New Prospects to Your Door Engagement Drives Social Visibility; People Learn About Your Business; When People Engage, They Also Endorse; Engagement Enhances All Other Marketing; Engagement Marketing Nurtures Prospects, Too; Social Boosts Search Relevance!; Part II: Get More Business with Engagement Marketing; Chapter 6: How Social Visibility Happens; Social Visibility by Platform; Facebook; Business Check-Ins/Tag a Friend; Tag a Photo; Participating in Surveys/Polls; Twitter; LinkedIn; LinkedIn Groups; LinkedIn Company Profile; Google+ Business Page 327 $aEncourage Shares to Happen Naturally Chapter 7: Engagement Marketing in Action: Real-World Examples; Gourmet Coffee Service Engages Customers, Increases Month-to-Month Revenues; Deliver the WOW! Spoil Your Customers; Entice Customers to Keep in Touch; Facebook Page Gets People Engaged; Engagement Drives New and Repeat Business; Maas Nursery Creates a Community and Grows Its Business; Maas WOWs Customers with Gardening Expertise and Selection; Monthly E-Newsletter Packed With Tips, Coupons, and Other Goodness; Events Draw People Back to the Nursery; Engaging Customers Through Social Media 327 $aSales Up in a Down Economy 330 $aA 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 606 $aInternet marketing 606 $aOnline social networks 606 $aSmall business marketing 606 $aSocial media 615 0$aInternet marketing. 615 0$aOnline social networks. 615 0$aSmall business marketing. 615 0$aSocial media. 676 $a658.8/72 686 $aBUS020000$2bisacsh 700 $aGoodman$b Gail F.$f1960-$01543272 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910790172203321 996 $aEngagement marketing$93796635 997 $aUNINA