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.