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The Everything Guide to Customer Engagement

Book Description

Expert advice and strategies for winning--and keeping--customers!

Apple, L.L. Bean, Zappos.com, Nordstrom, Lego, Southwest Airlines. All of these extraordinarily successful businesses have one thing in common: They have famously loyal customers. These companies understand that customer engagement is just as important as quality products and services when it comes to customer loyalty and retention. With The Everything Guide to Customer Engagement, you can learn the highly successful strategies that have been working for business all over the world. Inside, you'll find essential information on how you can better:

  • Reach customers in person and online
  • Create a community
  • Build your social media presence
  • Bring in new business
  • Grow your reputation
It doesn't matter if your business is large, medium, or small. With this guide, you'll learn the tips and techniques to make your customers and their priorities your number one focus, now and in the future.

Table of Contents

  1. Title Page
  2. Dedication
  3. Contents
  4. Top Ten Ways to Connect with Your Customers in the Twenty-First Century
  5. Introduction
  6. Chapter 1: The Basics of Customer Engagement
    1. Small Businesses and Customer Engagement
    2. The Evolution of the Customer
    3. Big Business Icons
    4. What Engagement Means
    5. Engagement and the Small Business
    6. Why Engagement Matters
    7. Small Business Engagement Rock Stars
  7. Chapter 2: Who Is Your Customer?
    1. Understanding Who You Serve
    2. Primary and Secondary Audiences
    3. The Role of Intermediaries
    4. New vs. Returning Customers
    5. When to Turn Away Potential New Customers
    6. When to “Fire” Existing Customers
    7. Learning from “Lost” Customers
  8. Chapter 3: Defining Your Target Audience
    1. B2C vs. B2B
    2. Big vs. Small
    3. For-Profit vs. Not-for-Profit
    4. Finding Focus
    5. Understanding Demographics
    6. Understanding Psychographics
    7. Segmenting, Targeting, and Positioning
  9. Chapter 4: Understanding Your Target Audience
    1. The Role of Research
    2. Primary Research
    3. Secondary Research
    4. Net Promoter Score
    5. What Research Can and Can’t Tell You
    6. Additional Research Options
  10. Chapter 5: Understanding Your Competition
    1. Direct vs. Indirect Competition
    2. Porter’s Five Forces Analysis
    3. Sources of Information
    4. What They Have That You Don’t
    5. The Importance of Positioning
    6. Competitors as Collaborators
    7. Disruptive Innovation
  11. Chapter 6: Defining, Refining, and Managing Your Brand
    1. What Is a Brand?
    2. Your Brand
    3. Who Owns the Brand?
    4. Brand Management
    5. Identifying Brand Attributes
    6. Consumer Perception
    7. Developing a Brand Management Plan
    8. When to Alter Your Brand
    9. Building Community
  12. Chapter 7: Your Employees and Customer Engagement
    1. The Critical Role of Employees
    2. Employees as Brand Ambassadors
    3. Employee Engagement as a Leading Indicator
    4. Recruitment and Onboarding
    5. The Manager’s Role
    6. Arming Employees with Key Messages
    7. Employees and Social Media
    8. “Bad Apples”
  13. Chapter 8: Using Business Development for Customer Engagement
    1. What Is Business Development?
    2. Your Customers Are Everywhere
    3. Developing Your “Elevator Speech”
    4. Effective Networking
    5. Generating Positive Word of Mouth
    6. Networking Best Practices
  14. Chapter 9: Using Traditional Media for Customer Engagement
    1. The Role of Traditional Media
    2. Best Practices for Traditional Media Engagement
  15. Chapter 10: Using Social Media for Customer Engagement
    1. Should Your Company Use Social Media?
    2. Who’s on Social Media?
    3. Social Media Myths and Misconceptions
    4. Social Media Best Practices
    5. Your Social Media Strategy
    6. Your Website
    7. Blogs
    8. The Role of Video
  16. Chapter 11: Using YouTube for Customer Engagement
    1. The YouTube Platform
    2. Creating Video
    3. YouTube for B2B
    4. YouTube for B2C
    5. YouTube for Building Community
    6. Sharing Videos
    7. Best Practices for YouTube Engagement
  17. Chapter 12: Using Facebook for Customer Engagement
    1. The Facebook Platform
    2. Facebook for B2B
    3. Facebook for B2C
    4. Building Community
    5. Sharing on Facebook
    6. Facebook Ads
    7. Best Practices for Facebook Engagement
  18. Chapter 13: Using Twitter for Customer Engagement
    1. The Twitter Platform
    2. Your Twitter Profile
    3. Twitter for B2B
    4. Twitter for B2C
    5. Building Community
    6. Sharing Content
    7. Best Practices for Twitter Engagement
  19. Chapter 14: Using LinkedIn for Customer Engagement
    1. The LinkedIn Platform
    2. Advertising on LinkedIn
    3. LinkedIn for B2B
    4. LinkedIn for B2C
    5. Building Community
    6. Sharing with Connections
    7. Targeted Advertising
    8. Best Practices for LinkedIn Engagement
  20. Chapter 15: Using Google+ for Customer Engagement
    1. The Google+ Platform
    2. Google+ for B2B
    3. Google+ for B2C
    4. Building Community
    5. Sharing and Algorithms
    6. Best Practices for Google+ Engagement
  21. Chapter 16: Using Pinterest and Other Visual Platforms
    1. The Pinterest Platform
    2. Pinterest for B2B
    3. Pinterest for B2C
    4. Building Community
    5. Sharing Images
    6. Best Practices for Pinterest Engagement
    7. Other Emerging Visual Platforms
  22. Chapter 17: Using Online Communities for Customer Engagement
    1. Establishing Your Objectives
    2. Proprietary vs. Public Communities
    3. Owning vs. Participating in Communities
    4. The Benefits of Online Engagement
    5. Priming the Pump
    6. Best Practices in Online Community Engagement
  23. Chapter 18: Using Public Relations for Customer Engagement
    1. The Role of the Media
    2. Identifying Target Media Outlets
    3. Effective Pitches
    4. Proactive Versus Reactive Pitches
    5. Responding to Media Inquiries
    6. Handling Crisis Situations
    7. One More Way to Get Media Exposure
    8. Best Practices in Media Relations
  24. Chapter 19: : Creating an Engagement Plan
    1. Integrated Marketing Communications
    2. Establishing Your Goals and Objectives
    3. Conducting a SWOT Analysis
    4. Creating Strategies
    5. Identifying Tactics
    6. How to Measure Success
    7. Evaluation and Improvement
  25. Chapter 20: : When Things Go Wrong
    1. The Voice of the Consumer
    2. Monitoring Customer Satisfaction
    3. The Role of Service Recovery
    4. Turning Negatives Into Positives
    5. What Employees Need to Know
    6. Best Practices in Service Recovery
  26. Appendix A: Customer Engagement Case Studies and Success Stories
  27. Appendix B: Additional Resources
  28. Acknowledgments
  29. Copyright