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

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CHAPTER 8

Engagement Marketing Tips and Tricks

I hadn’t heard of The Beantown Sound, and neither had Melissa, an employee here at Constant Contact, until a photo appeared in her News Feed. Melissa’s friend was tagged in the photo, which included a link to the event DJ’s Facebook Page. Curious, she checked out its Page and learned that The Beantown Sound provides music and light shows for nonprofits, high schools, businesses, and consumers (think weddings). What we both loved, however, was The Beantown Sound’s Facebook marketing. Owner Sam Lurie posts photo albums for each of his events and encourages people to tag themselves in the photos. When people tag themselves, The Beantown Sound’s photos appear in their friends’ News Feeds. Brilliant!

We’ve explained how you can grow your business by offering experiences that WOW! customers and by enticing them to keep in touch with you. We’ve shown you how small companies and nonprofits use content to engage people and drive social visibility. Now we’ll share a few insider tips and tricks that further increase social visibility—and ultimately bring in new customers and prospects. All of them are easy, and, as in The Beantown Sound example, merely require some creativity, ingenuity, and fun.

Tip 1: Make Your Customers the Star of Your Show

When you highlight your customers or inspire them to post about their experiences, you bring your social presence to life. No one tells your story better than your customers. You also build stronger bonds ...

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