Most every small business has an email newsletter of some type. Maybe not your average laundromat but just about everyone else has some sort of email newsletter. Constant Contact has the lion’s share of email newsletter customers. Gail Goodman, founder of Constant Contact recently released a book, “Engagement Marketing: How Small Business Wins In A Social Connected World” that screams loud and clear that email marketing alone is simply not enough.
Her book walks you through a cycle, Engagement Marketing that consists of new prospects, wow experience, entice to stay in touch, engage and social word of mouth.
Gail says that engagement marketing allows you to encourage your customers to engage and interact with you as if you are neighbors chatting across the back fence. Another premise of engagement marketing is that if you are OUT OF SITE (not connecting with your customers) then you are most likely out of their mind – and they’re buying from the competition.
What I like about “Engagement Marketing” is that it’s not a high and might academic tome of impracticality. No – it’s a book that gives PRACTICAL guidance to every small business owner into how they can keep their customers returning again and again and again for more.
Social media is “nice” but most of us are just sending a Tweet and we think that’s good enough – it takes so much more and Gail’s book shows you how to do more.
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