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Engagement Marketing: How Small Business Wins in a Socially Connected World by Gail F. Goodman

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CHAPTER 6

How Social Visibility Happens

Having your customers opt in to keep in touch with you is great. Having them Like, +1, or comment on your content is even better. Having these customers share your content with their social networks is marketing gold.

Sharing content is the heart of the new prospect engine of Engagement Marketing. People who don’t know about your business see the content that their family, friends, and colleagues share online—and these interactions carry explicit or implied endorsements. When customers share your posts, you gain exposure to a whole new audience through social visibility. Because these shares link directly back to your social presence, your new audience can easily click through and learn more about you. These people are your new prospects! You now have an opportunity to convert them, because when they visit your Page, website, or blog, they can see your customer engagement and can choose to Like, follow, or opt in to receive messages from you.

Remember, the Engagement Marketing engine consists of three things: provide a great experience, entice customers to stay in touch, and engage people. Once someone has opted in to receive messages from you, the stage is set for you to turn this person into a fan, and ideally a repeat customer, and then the cycle starts all over again. So how do you get people to share? First, it helps to understand that different activities drive different levels of social visibility. This visibility begins with the ...

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