Following a full morning of presentations, Gail Goodman, CEO – Constant Contact, took the stage after lunch to speak to a full room – attendance was estimated at over 400 for this event. Introduced by Rick Ducey (link), Goodman’s list of awards is lengthy and impressive. In addition, she is the author of the bestseller, Engagement Marketing.
Goodman, who worked to grow her company’s roster of SMBs to 500,000, took the audience through her recommendations for “Connecting the Dots” of digital marketing.
Constant Contact’s clients are truly small businesses – 70% have less than 10 employees and her company interacts with them exclusively online. They offer their clients:
- Email Marketing
- Event Management – on and off-line
- Social Campaigns – 80% of their SMBs have a Facebook page
They also enable their merchants to run their own local deals. Recently, they added Single Platform to provide digital storefronts.
Consolidating these services ensures that their clients get the services they need, so they can avoid answering repeated calls (up to 29 per month) from online marketing vendors.
Through the process of growing the company, Goodwin’s team made some discoveries that echo much of what we’ve heard for the past two days at SMB. Perhaps the most interesting concept is that consumers can be tracked from their first contact, to their offline purchase through their repeat purchases, without the SMB coming off as “spammy”.
Currently, small businesses are advised to ask the customer when they come into the store, “how did you find us?”. Goodwin gives that approach a #Fail. She believes that through the right combination of deal offers, social connections and engagement, SMBs can optimize the customer experience AND get the tracking information they need to create ongoing relationships.
Constant Contact wants to bring it all together for their clients and that’s a win-win.