Building lasting relationships with your existing customers drives business success. Creating an Engagement Marketing strategy is the key to inspiring your most passionate customers and advocates to: have conversations with you and fellow customers, share stories and opinions, and share your content with their own social circle. In this presentation, you’ll discover the three components that lead to Engagement Marketing success: · Providing an excellent customer experience, · Making connections that engage your audience and enable an ongoing dialog, and · Using email and social media to build connections and engage a broader audience.

1. Engagement Marketing:
Building relationships and
building success through
online tools
Corissa St. Laurent
Constant Contact
Copyright © 2010 Constant Contact, Inc.

2. Why Engage?
Q. Where will the majority of next month’s business come from?
Q. What is your best source for new business?
A. Existing customers
Engagement Marketing is about building relationships that build
new business…
Copyright © 2010 Constant Contact, Inc. 2

3. Engagement Marketing Strategy
Friends
Customers
Followers
You
Friends
Prospects
Followers
Step 1: Step 2: Step 3:
Provide a great Build connections that Create content that
customer experience enable ongoing dialog engages and spreads
Copyright © 2010 Constant Contact, Inc. 3

4. Step 1: Great Customer Experience
“The purpose of business is to create
and keep a customer.” - Peter F. Drucker
Copyright © 2010 Constant Contact, Inc. 4

5. Get Direct Feedback
Obey the L.A.W.! 5 Questions every business should
ask its customers:
 Listen
 Ask
 Witness
Gather feedback as
immediately as possible
Evaluate repeat and non-
repeat behavior
Copyright © 2010 Constant Contact, Inc. 5

6. Understand Indirect Feedback
Private is rapidly becoming “public”
■Your photos -> Flickr / Picasa
■Your videos -> YouTube
■Yourself -> Facebook
■Your thoughts -> Twitter
■Your location -> Foursquare
■Your reputation -> Yelp, Trip Advisor
■Your network -> LinkedIn
Copyright © 2010 Constant Contact, Inc. 6

7. Step 2: Real Connections
“The single biggest problem in
communication is the illusion
that it has taken place.”
- George Bernard Shaw
Copyright © 2010 Constant Contact, Inc. 7

8. Build An Email Contact List
Events Place of Business Email Online
Incoming and and Meetings Point of Sale Signature Presence
Outgoing Calls
4
3 5
1
Contacts
Customer & Prospect Database

9. Integrate Email and Social Media
■Announce your presence in
a clear call-to-action
■Include social media icons
in every email
■Include standard links for
subscribers to share your
content
9
Copyright © 2010 Constant Contact, Inc.

10. Make a Good First Impression
■Send warm invitations
■Welcome new connections
■Share some insight
■Look professional and
approachable
■Be open, honest and forthright
■Make them feel glad they’re
connected to you
Copyright © 2010 Constant Contact, Inc. 10

11. Step 3: Valuable Content
“Friendship is born at that moment
when one person says to another
‘What you too? I thought I was the
only one’.” - C.S. Lewis
Copyright © 2010 Constant Contact, Inc. 11

12. Trade Value for Attention
■Share your expertise
■Share specials
■Be interesting and
entertaining
■Create conversation
starters
■Ask questions
■Ask for feedback
■Filter the noise
Copyright © 2010 Constant Contact, Inc. 12

13. Make Content Sharable
■Send engaging content
■Distribute it broadly Engaging Content
■Newsletter
■Blog
■Social Networks
■Enable sharing at each
distribution point –
don’t privatize
Copyright © 2010 Constant Contact, Inc. 13

14. Monitor Feedback & Interaction
 Monitor regularly – 3rd party
tools help
 Encourage participation – ask
questions, comment back
 Use questions/comments for
future content
 Thank and possibly reward
positive feedback
 Use positive comments as
testimonials
 Respond to negative comments
Copyright © 2010 Constant Contact, Inc. 14

15. Monitor the Impact
15

16. Case Study: The Swinery
The Swinery is a butcher
shop in Seattle
They sent an email
newsletter to 3,765
subscribers
Received 816 opens (22%)
But it was Viewed an
additional 485 times &
Liked by 181 readers
Represents a 60%
increase in reach

17. Bottom Line?
Use:
Valuable content
to generate…
Great
Valuable
Customer
Content
Feedback and Experience
interaction to…
Feedback and
Create a better Interaction
customer
experience!
Copyright © 2010 Constant Contact, Inc. 17

18. Start Engaging!
 Understand and maximize
your customer experience
 Build direct connections
with your customers
 Share valuable content and
encourage sharing
 Join relevant discussions and
groups
 Interact and connect in a
meaningful way
Copyright © 2010 Constant Contact, Inc. 18

19. Take the Next Step
1 Attend a seminar 2 Start a Trial: Get
3
or webinar Email Marketing NutShellMail
Free! Free for 60-Days! Free!
Register for an Sign up for a free, Sign up for
in-person seminar 60-day trial of NutShellMail by
or online webinar Constant Contact Constant Contact
Email Marketing
Learn more about how Start to manage and monitor
Email Marketing and Social your social media activities in
Media Marketing can help No risk, no credit card
real time, on your time… right
your business or non-profit required. Get coaching and
support, grow our email from your inbox.
optimize marketing efforts.
lists, access to over 400+
templates, and measure and
track results
Copyright © 2010 Constant Contact, Inc. 19

20. Q&A
Corissa St. Laurent
Regional Development Director
Constant Contact
facebook.com/constantcontact.corissa
cstlaurent@constantcontact.com
@CorissaCTCT
Thank you!