Engagement marketing refers to the marketing strategy of directly involving the customers in a relationship with the brand.
For small and medium businesses, engagement marketing is especially important, as so much of their business comes from repeat customers and word-of-mouth referrals.
The new book, written by Constant Contact CEO Gail F. Goodman, centres around the Engagement Marketing Cycle, a three-step approach to driving word-of-mouth referrals and turning them into socially visible, public endorsements that bring new customers to a SME’s door:
In Chapter 1 of Gail outlines The Engagement Marketing Cycle.
What is the Engagement Marketing Cycle? It’s 3 steps to help you get repeat business.
The steps are:
1. Provide a WOW! Experience – When a customer walks into your business, make that an experience one they’ll remember.
2. Entice people to keep in touch – Keep the experience going even after they’ve left your business.
3. Engage people through content that inspires sharing – Once you’ve created the relationship, make sure you nurture it.
“SMEs are customer-centric by their very nature and many see the majority of their revenue come from repeat sales. For them, Engagement Marketing is simply growing the 99% of their business that comes from repeat sales and word-of-mouth referrals – and when done properly, this can be a huge source of new customers.” Tamsin Fox-Davies
Based on her book this Infographic explains why engagement marketing is important, and how social media tools can make it easier.
Download The Engagement Marketing Cycle. Chapter 1.
See on news.constantcontact.com