Peter troast lipa_marketing_bootcamp_slides
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The document outlines an agenda for a one-day marketing bootcamp sponsored by LIPA for energy efficiency contractors, covering topics such as the changing landscape of marketing for contractors, importance of marketing planning, evaluating and selecting marketing tactics, understanding search engine optimization, and building a tactical marketing plan.
![Types of Subject Lines
Plain Label
“[Company Name] Newsletter #27 - June 2012”
Topic Lists
“May 2012 - Air Sealing & Staying Cool this Summer”
Offers
“Find out how to save up to $100 on an energy audit.”
Questions
“Issue #3 - How does attic insulation affect my home?”
Benefits
“In this issue: Learn about DIY air sealing techniques.”
DATE 249](https://image.slidesharecdn.com/petertroastlipamarketingbootcampslides-130403061201-phpapp01/85/Peter-troast-lipa_marketing_bootcamp_slides-249-320.jpg)
Peter troast lipa_marketing_bootcamp_slides
- 1. LIPA Contractor One Day Marketing Bootcamp Sponsored by LIPA April 2, 2013
- 2. Peter Troast Founder/CEO of Energy Circle and Energy Circle PRO Work with energy efficiency contractors in 46 states Aggregate data from pool of 245 opted in energy efficiency/insulation/home performance contractors Strategic marketing for 25 years: semiconductors, packaging, paper, banking, ski resorts. Energy Circle PRO Blog/Weekly Newsletter 2
- 3. Good Day to Be in New York! 8-2 First opening day loss since 1982 3
- 4. Agenda Morning Session 9 - 10:30 The Changing World of Marketing for Contractors Challenges of Marketing on Long Island The New World of Local Search The Importance of Marketing Planning Break 10:30 to 10:45 Late Morning Session 10:45 to 12 Getting Started on Marketing Planning Segmenting Your Audience (Exercise #1) Establishing the Brand Foundation (Exercises #2 and 3) Lunch 12 to 1 4
- 5. Agenda Early Afternoon Session 1 - 2:30 Evaluating and Selecting Marketing Tactics Understanding Search Putting Your Website to Work (Exercise #4) Marketing LIPA Programs Understanding & Optimizing Your Google+ Local Page Break 2:30 to 3 Late Afternoon Session 3 to 5 Building Your Tactical Marketing Plan--the Must Haves (Exercise #5) Approaches to Active Lead Generation (Reviews, Referrals & Word of Mouth, Social Media, Community, PPC, Facebook advertising, Hyperlocal Advertising, Vehicles & Branding, Email) 5
- 7. Continuing Education Approvals BPI: 4 credits NABCEP: 6 credits RESNET: TBD 7
- 8. Marketing is Changing duh 8
- 14. 200 Million
- 16. This is Interruption Marketing and it is increasingly ineffective 16
- 17. How People Buy Today Has Been Turned on it’s Head
- 18. Realize a Need 18
- 19. Investigate Options Data from Google External Keyword Tool on 11.14.11 19
- 20. Ask our Friends 20
- 21. Turn to Social Media: Blog Sites DATE 21
- 22. Turn to Social Media: Twitter DATE 22
- 23. Turn to Communities: Q&A 23
- 24. Big Trend: The Pinterization of the Web DATE 24
- 25. Dig Into Every Detail Available 25
- 26. Finally...Buy (Convert to Sale) 26
- 27. You Don’t Buy Those Visitors. You Earn Them.
- 28. In·bound Mar·ket·ing -noun Any tactic that relies on earning people’s interest rather than buying it.
- 29. Google: Zero Moment of Truth 29
- 30. Social Proof The Most Powerful Concept in Marketing DATE 30
- 32. So What’s It All Mean for Long Island Contracting Businesses? 32
- 33. NY DMA: the US’s #1 Most Expensive Mkt DATE 33
- 34. The Unique Challenge of Long Island • Expensive • Competitive (relatively) • Hyperlocal Market Mixed • Inconsistency on How People Identify Geographically • Long Island • Suffolk County • Babylon DATE 34
- 35. Local, Local, Local 35
- 36. Google is the New Yellow Pages DATE 36
- 42. Why is Planning So Important? 42
- 43. Yesterday’s Marketing Mix 10% Yellow Pages Direct Mail 8% Referral Program Home Shows Unknown 8% 44% 31% 43
- 44. Today’s Marketing Mix 1% 12% 15% Organic Web Paid Web Direct Mail 4% 13% Social Media Print Ads Public Relations 8% Directories Email 3% Home Shows Community Open Houses 7% 11% Past Customers Referral Program 3% Lead Gen 3% 3% 1% 16% 44
- 45. The New Marketing Landscape Old & Dying Old & Living New & Thriving Yellow Pages Word of Mouth Active Referral Print Vehicles Primary Website TV Lawn Signs Google+ Local Telemarketing Direct Mail Organic Search Door Hangers Paid Search Radio Presentations Online Display Home Shows Facebook Open Houses Twitter Community Email Newsletters Lead Gen 45
- 46. The New Marketing Landscape Old & Dying Old & Living New & Thriving Yellow Pages Word of Mouth Active Referral Print Vehicles Primary Website TV Lawn Signs Google+ Local Telemarketing Direct Mail Organic Search Radio Door Hangers Paid Search Presentations Online Display Home Shows Facebook Open Houses Email Newsletters Community Lead Gen High Commitment Low Commitment High Cost Modest Cost High Risk Low Risk 46
- 47. Evaluating Your Marketing Options What’s Available? Effectiveness ROI--Cost per Acquisition, Cost per Lead Budget Resources to Execute Available Staff Your own time Outsourcing Options Sustainability Do You Like It? 47
- 48. What Do People Trust? Forrester Research, March 21, 2013 DATE 48
- 49. What is Marketing’s Role at Every Stage of the Buying Cycle? 49
- 50. Stages of the Buying Cycle Awareness Interest Evaluation Decision Purchase 50
- 51. Home Performance Buying Cycle Stimulus Awareness Consideration (Education) Conversion to Audit Evaluation of Audit Results Consideration (ROI, Financing) Sell the Job Complete the Job Perceived Value of the Job Position for Phase 2 Rinse and Repeat 51
- 52. Roles in the Buying Cycle Mktg Sales Stimulus ✔ Awareness ✔ Consideration (Education) ✔ Close the Audit ✔ ✔ Evaluation of Audit Results ✔ ✔ Consideration (Affordability, ROI) ✔ Sell the Job ✔ Complete the Job ✔ Perceived Value of the Job ✔ Position for Phase 2 ✔ Sell Phase 2 ✔ 52
- 53. Tactics for Each Stage of the Cycle Mktg Role Ads, DM, Web, PPC, Home Stimulus Shows, Community, Social Ads, DM, Web, PPC, Home Awareness Shows, Community, Social Web, White Paper, Lead Gen, Consideration (Education) Video Close the Audit Collateral, Presentations Evaluation of Audit Results Audit Presentation Consideration (Affordability, ROI) Web, Collateral Proposal, Web, Collateral, Sell the Job Case Study, Testimonial Complete the Job Web, Video Perceived Value of the Job Leave behind, report Position for Phase 2 Email, CRM, Retention, Web Proposal, Web, Collateral, Sell Phase 2 Case Study, Testimonial 53
- 54. Marketing Budgets: What Should You Spend? Conventional Wisdom 7% of Gross Sales Darren Slaughter--Contractor Marketing Expert 5 to 10% of Gross Sales 15% if Business is Less Than 5 Years Old Adams Hudson--HVAC Marketing Guy 4.3% is HVAC Average Remodeling Magazine 3% for Remodelers Green Homes America 5.3% (my calculations) 54
- 55. The Case for Good Planning Marketing Today is More Fragmented Knowing what’s working is critical Good Plans are Agile: Expect Course Corrections Today’s Tactics Require Less Commitment Flexibility & less risk is awesome! Adjusting demands vigilance and metrics Small Teams Need Clear Accountability Marketing is less isolated; many people have a role The planning process engages your team 55
- 56. Timing Your Marketing 56
- 57. When is the Right Time? NOT Calendar Year NOT When the Pipeline is Dry Should Be Tailored to Your Business Cycle Maximizing Peak Demand Filling in Slow Periods Our Challenge: Consumers are Reactive Your Goal is to Even the Demand 57
- 58. Planning Schedule 58
- 59. Heat/Cool Schedule Execute Execute 59
- 60. Typical Fall Schedule Plan Execute 60
- 61. Slow Season Schedule Execute 61
- 62. Marketing Tactics are Not Equal 62
- 63. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 Directories 5000 500 0.25% 13 35% 4 50% 2 $229 Email 12000 1000 2.50% 300 25% 75 50% 38 $27 Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640 Community 1000 500 10.00% 100 50% 50 50% 25 $20 Open Houses 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 Lead Gen 1750 50 15% 8 20% 2 $1,167 TOTAL 25050 204 $293 $1.74 million @ 7500/job 63
- 64. Cost Per Acquisition 64
- 65. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 Directories 5000 500 0.25% 13 35% 4 50% 2 $229 Email 12000 1000 2.50% 300 25% 75 50% 38 $27 Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640 Community 1000 500 10.00% 100 50% 50 50% 25 $20 Open Houses 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 Lead Gen 1750 50 15% 8 20% 2 $1,167 TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 65
- 66. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA Community 1000 500 10.00% 100 50% 50 50% 25 $20 Email 12000 1000 2.50% 300 25% 75 50% 38 $27 Open Houses 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89 Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96 Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107 Directories 5000 500 0.25% 13 35% 4 50% 2 $229 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640 Lead Gen 1750 50 15% 8 20% 2 $1,167 TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 66
- 67. Key Elements of a Marketing Plan • Situation Analysis • Market Conditions • SWOT • Competition • Goals & Objectives • Revenue • # of Jobs • Job Type • Target Market • Segmentation (Geographic, Demographic, Psychographic, Behavioral, Housing Type) • Customer Profiles (Personas) • Purchase Cycle • Marketing Strategy • Financial Goals • Services • Pricing • Positioning/Messaging • Calendar • Execution • Responsibility • Materials • Specific Tactics • Measurement 67
- 68. Key Elements of a Marketing Plan Situation Analysis • • Market Conditions Analysis • • SWOT Competition Stage • Goals & Objectives • Revenue • # of Jobs • Job Type • Target Market • Segmentation (Geographic, Demographic, Psychographic, Behavioral, Housing Type) Planning • • Customer Profiles (Personas) Purchase Cycle Stage • Marketing Strategy • Financial Goals • Services • Pricing • Positioning/Messaging • Calendar Implementation • Execution • Responsibility Stage • Materials • Specific Tactics Monitoring • Measurement Stage 68
- 69. Marketing Plan Template 69
- 70. https://docs.google.com/document/d/ 1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNT WKs4vlCSw/edit? pli=1#heading=h.i97xywu3a2me
- 71. Situation Analysis What are the key trends, forces and conditions affecting the business? What is an honest assessment of your company’s strengths and weaknesses? How do you stack up against your competitors? • Market Conditions (programs, incentive changes, energy prices, macro economy) ◦ Incentive program likely to run out in June ◦ Last year’s warm winter has dulled the market ◦ 3 • SWOT (be honest) ◦ Strengths ■ Excellent work quality on air sealing and insulation ■ 2 ■ 3 ◦ Weaknesses ■ Job cleanliness ■ 2 ■ 3 ◦ Opportunities ■ Partnerships for solar and geothermal ■ 2 ■ 3 ◦ Threats ■ Growing competition from multiple sources ■ 2 ■ 3 • Competition (who are they and do you stack up?) ◦ Company 1 & core strength ◦ Company 2 & core strength ◦ Company 3 & core strength
- 72. Goals & Objectives What are the specific numerical goals you need to hit to make your plan? Do you have personal goals the business needs to support? Are there major milestones the business needs to accomplish? • Business Goals ◦ Revenue ◦ Margin ◦ # of Jobs ◦ Job Type • Personal Goals ◦ Shift in Role ◦ Days of Vacation ◦ 3 ◦ 4 • Strategic Goals ◦ Market Position (#1 in ______) ◦ Additional services ◦ Crew & Truck growth ◦ Key staff additions ◦ 4 ◦ 5
- 73. Target Market Who is your ideal customer? What is their profile or persona? In what communities? What characteristics make a community ripe? What are their unique characteristics? Note: market segments can be Geographic, Demographic, Psychographic, Behavioral, Housing Type. • Customer Type ◦ Baby Boomer/Empty Nest/Last Home ◦ Segment & Persona 2 ◦ Segment & Persona 3 • Geography ◦ Freeport ◦ Location 2 ◦ Location 3 • Building Stock ◦ Split level Ranch ◦ Housing Type 2 ◦ Housing Type 3 ◦ Commercial 1 ◦ Municipal 1
- 74. Services, Products & Pricing What current services or products are you offering and how are they packaged to the customer? Will you be adding services? Do you present to the market primarily as a service (energy upgrades) or as a product (an energy audit or attic insulation)? How are they priced? How do you want to be known with respect to pricing: a little more but well worth it? at market, but higher quality? best value? • Services (& Products) ◦ Stand alone Energy Audit ◦ Attic Air Seal and Insulation ◦ Service 3 ◦ New Service 1 ◦ New Service 2 • Pricing ◦ Service 1 ◦ Service 2 ◦ Service 3 ◦ Product 1 ◦ Product 2
- 75. Marketing Strategy What are the core foundations of your marketing? What really separates you from others? Do you have a single, remarkable differentiator that customers recognize? At a high level, what major initiatives will guide your overall marketing effort? • Brand (What your company fundamentally stands for) ◦ Our Purpose: ◦ Our Ethics: ◦ What is Core to Our Company: ◦ Our Brand Attributes: Efficient, Bottom Line, Smart, Responsive • Identity (How your brand is manifested visually) ◦ Logo ◦ Look/Feel ◦ Voice ◦ Attitude • Positioning (relative to offerings, the market and the competition) ◦ No one does air sealing as thoroughly as we do--#1 in air flow reduction ◦ We cost slightly more, but it’s well worth it ◦ Position3 • Messaging (core communications that are frequently repeated) ◦ Winter’s Coming. Will Your House Be Ready? ◦ Is Your House a Hummer or a Prius? ◦ Message 3 ◦ Message 4 • Major Initiatives (overarching buckets, such as Introduce Solar Installation or Project Referral) ◦ Project Referral--all out effort to get referrals from past clients ◦ Lead Responsiveness--rapid response ◦ A Particular Incentive--Seize the Day ◦ Initiative 4
- 76. Tactics Management Tool https://docs.google.com/spreadsheet/ccc? key=0AofvLVthY691dENRWXdXaGR0WHF6cUZfVnBINzJaN1E#gid=0 DATE 76
- 77. Targeting Your Audience aka Segmentation 77
- 84. This is Segmentation where marketing planning begins 84
- 85. Types of Marketing Segmentation Geographic (Region, town, neighborhood) Demographic (age, gender) Psychographic (personality, values, attitudes, interests, lifestyles) Behavioral (based on actions, such as watching a video, or opening an email) Housing Type (age, basement, known issues, oil heat) 85
- 86. Personas Techie Tom Overall Goal: To save energy and make his house more efficient because it's the smart thing to do, and (secondarily) because it's the right thing to do. • Level of knowledge: Very high. Knows what tools are out there, which are best. Up to date on consumer reviews and reports. • Attitude toward shopping: I want to buy from people like me, who know their stuff. • Informational Sources: Web - blogs, Twitter, Major Media, Green focused media, Renewable media • What he wants: I need more information than they have on their site - details, practical experience, proof that they are the experts, and the product will do what I need it to do. • Motivation for efficiency: Two-prongs: 1). it's just smarter living. 2). it's the right thing to do for the planet - and (3) soon, people are going to catch on to it, and efficiency is going to be the next big thing. He wants to be at the top of that wave. Age: 35 Profession: Software developer Location: Boston Personality: Type A. Over- educated energy geek. Likes to feel engaged, to be a part of the process. Home Life: Married. No kids. Hobbies/releases: Mountain biking, long-distance running. 86
- 87. Personas Heather the Greenie • Overall Goal: Wants to feel a part of the green community because those people seem cool, and throw good parties. • Level of knowledge: Low. Often falls under the spell of green-washing tactics, and "buys green" because it feels like what she should do. Some uncertainty because she’s Republican and socially conservative. Not completely at ease with full-on Green. • Informational Sources: Reads People Magazine on the sly, reads Vanity Fair, husband Receives Economist, WSJ • What she wants: Heather tends toward immediacy - buys when she sees something in the store, or hears about something that is widely appreciated. She wants to buy from either the cheapest place or the recognizable leader in the field. • Motivation for efficiency: Green is the new Coach bag. Age: 29 Profession: Former professional in banking industry, now a stay at home mom. Location: Suburbs Personality: Heather is extroverted and funny. She likes to be busy, and appreciates a pretty constant buzz of activity. She is smart, and likes to surround herself with bright and engaged people. Home Life: Heather has 4 children and a black lab. They have two houses - a ski house and a house in the suburbs. During ski season, she feels like she is constantly schlepping between the two places. She'd like something, some how to feel her life could be simpler. 87
- 88. Exercise #1: What Are Your Segments? Geographic (Region, town, neighborhood) Demographic (age, gender) Psychographic (personality, values, attitudes, interests, lifestyles) Behavioral (based on actions, such as watching a video, or opening an email) Housing Type (age, basement, known issues, oil heat) Depth of Pain--How Badly Do They Need What You Are Selling? Is the Segment Easily Reached? How Big is the Segment? 88
- 89. Establishing Your Brand Foundation 89
- 90. Defining the Vocabulary Brand Identity Positioning & Messaging The Self — Heart & Soul Personality, Demeanor & Style How do you relate to the rest of the world? Both potential dates (customers) and the competition. What do you say when? Purpose Logo Pricing Ethics Look/feel Practices Business Voice Offers & Incentives Attitude 90
- 91. Brand Basics: articulating who you are Brand Identity Positioning Messaging 91
- 92. Exercise #2: Your Brand Personality “Those guys are the best “They’re so responsive. My technicians in the business. email question was answered Their techs are highly trained, VS within 5 minutes, and when and I love the fact that they they were running 10 minutes really geek out about the late they called to let me know. equipment. I wouldn’t trust That’s the kind of contractor I anyone else.” want to give my business to.” Trustworthy, responsive, passionate, fun, energetic, genuine, expert, straightforward, quirky, sophisticated, sharp, scientific, professional, authoritative, direct, honest, premier, low cost, reliable, pricey but worth it. 92
- 93. Identity Basics: There’s no one right way. 93
- 94. Identity Basics: start with simple, quality ingredients Name Logo Typeface Colors Acme Inc. ABC, Inc Acme Inc. Acme Inc. Acme Inc. Smith Bros. Acme Inc. Energy Titans Acme Inc. 94
- 95. Identity Basics: spice as needed Tagline Spokesperson Mascot Descriptive or Aspirational? Energy Efficiency Experts We always do it right! Comfort is our Specialty 95
- 96. Identity Basics: a simple clear idea always works best 96
- 97. Identity Basics: particularly when used consistently F.A.Q.s What sets Complete Home Evaluation Services apart from other energy auditing businesses in the state? DeWitt uses advanced energy modeling software, which is not currently required by Efficiency Maine, to ensure quantifiable energy savings. His position as an audit-only firm prevents the conflict of interest inherent in the standard home performance contractor model. What are the benefits of a third-party audit? A conflict-free energy auditor acts as a trusted guide through what can be a complex process and the independence ensures that the auditor does not attempt to sell products or services that may not be necessary. DeWitt is always on the homeowner’s side, and has no financial gain when helping the homeowner choose which efficiency upgrades should be undertaken. What is unique about DeWitt’s diagnostic software? While the standard energy modeling system relies on user inputs that are open to operator adjustment, DeWitt’s cutting edge software minimizes the risk of human error, and goes above and beyond simple figures to include the actual cost of heat loss, and financial savings predictions that are tangible and comprehensible to homeowners. The software generates a comparison graph that shows the effectiveness of the efficiency DeWitt is Maine’s premier home energy auditor. He works with homeowners to determine the numbers cannot be adjusted upgrades. The test out by the operator. most cost-effective energy solutions for their particular home—without trying to sell additional products or services. This approach ensures a have a “test out” audit Why is it important to conflict-free energy audit, andretrofit work?his after distinguishes business from the “one-stop-shop” competition. after improvements are made A follow-up energy audit is a necessary component of an effective energy retrofit. His unique, advanced software-based diagnostic While working with homeowners to find the best system goes beyond mere prediction to showing contractors for a project DeWitt recommends that reliable energy savings calculations, placing his homeowners work with contractors who will wait until his business at the pinnacle of the home energy follow-up audit is complete to receive the final payment performance landscape from the homeowner. This incentivizes quality work, in Maine. and ensures that predicted savings become reality. Trade show banner 97 33
- 98. Positioning & Messaging Your Your Your Company Audiences Competition Identity Positioning Messaging 98
- 99. Positioning & Messaging Positioning is a long-term strategic decision. It is integral to your brand. Greening the world, one house at a time. Absolutely, positively the best price around. Expensive, but worth it. Messaging can be short-term and very tactical. But, it should not undermine your brand. Act now! Rebates are available. Positioning Summer Messaging is approaching. Preseason Offer. 99
- 100. Exercise # 3: What Are Your Core Messages? Ask Yourself: How Differentiated? How Memorable? We live, eat & breathe the best customer service in our market We understand building science like no one else, and make it practical for homeowners to understand We’ll beat anyone’s price Your Wife is Hot The Comfort Specialists We’re #1 in the #2 Business Nice People, Great Service Since 1928 48 Years in Long Island Attics Positioning Messaging 100
- 101. Evaluating Tactics Lots of Options 101
- 102. The New Marketing Landscape Old & Dying Old & Living New & Thriving Yellow Pages Word of Mouth Active Referral Print Vehicles Primary Website TV Lawn Signs Google+ Local Telemarketing Direct Mail Organic Search Door Hangers Paid Search Radio Presentations Online Display Home Shows Facebook Open Houses Twitter Community Email Newsletters Lead Gen 102
- 103. Understanding Web Search It’s Not That Complicated 103
- 104. What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or web page in search engines via the "natural" or un-paid (“organic” or "algorithmic") search results. 104
- 105. Understanding Search Social Context + Authority + Signals
- 106. Understanding Search Social Context + Authority + Signals Site Incoming Presence Content Links
- 108. Paid Search
- 109. Organic Results
- 110. Pin Map Blended Pin Result
- 111. Link to Website Review Summary & Link to Places Page Map Pin & Link to G+ Local Page
- 115. G+ Local
- 116. Does Your Content Match What People Are Searching For? 116
- 117. Understanding Keyword Volumes home energy 246000 solar energy 550000 renewable energy 450000 wind power 301000 energy efficiency 301000 home performance 18100 0 120000 240000 360000 480000 600000 Data from Google External Keyword Tool on 11.14.12 117
- 118. Understanding Keyword Volumes Green Building 165000 Sustainable Building 74000 Green Construction 40500 Green Homes 301000 Green Remodeling 4400 Building Green 165000 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 11.14.12 118
- 119. Understanding Keyword Volumes Energy Rating 22000 Energy Assessment 8100 Energy Audit 60500 Energy Evaluation 0 Energy Auditor 49500 Energy Auditing 33100 0 14000 28000 42000 56000 70000 Data from Google External Keyword Tool on 11.14.12 119
- 120. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 energy audit 60500 energy upgrade 6600 deep energy retrofit 480 0 14000 28000 42000 56000 70000 Data from Google External Keyword Tool on 11.14.12 120
- 121. Understanding Keyword Volumes duct sealing 5400 air sealing 3600 foam insulation 165000 cellulose insulation 22200 radiant barrier 33100 window replacement 165000 0 40000 80000 120000 160000 200000 Data from Google External Keyword Tool on 11.14.12 121
- 122. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 heating & AC 450000 insulation 1500000 energy audit 49500 0 300000 600000 900000 1200000 1500000 Data from Google External Keyword Tool on 8.26.12 122
- 123. Understanding Keyword Volumes central AC 110000 AC Repair 246000 AC service 135000 AC services 60500 heating & AC 450000 Ductless AC 49500 0 100000 200000 300000 400000 500000 Data from Google External Keyword Tool on 4.1.13 123
- 124. Understanding Keyword Volumes attic insulation 60500 spray foam 135000 foam insulation 165000 Soundproofing 110000 cellulose insulation 22200 blown in insulation 33100 wall insulation 40500 basement insulation 22200 fiberglass insulation 0 40000 80000 120000 160000 200000 Data from Google External Keyword Tool on 8.26.12 124
- 125. Top 10 by Volume & Intent Local Intent Buying Intent Energy Audit $ Insulation - Service $ Home Energy Efficiency Wet Basement Insulations - Rooms of House $ Insulation - Materials Furnace $ Program/Rebate/Credit $ Windows $ Home Heating/Cooling $ DATE 125
- 126. The Long Tail Concept (Insulation) Rooms of Insulation Insulation House Types Service Attic Insulation Foam Insulation Insulation Contractor Basement Insulation Spray Foam Insulation Installer Wall Insulation Spray Insulation Insulation Service Roof Insulation Closed Cell Insulation Supplier Home Insulation Open Cell Foam Contractor Soundproofing Polyurethane Etc Fiberglass Batt Insulation Blanket Insulation Cellulose Insulation Blown Insulation Blown In 126
- 127. Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal 127
- 128. Google Insights for Search http://www.google.com/insights/search/ 128
- 129. Is Your Website Performing? Not...is it pretty? 129
- 130. 1 4 3 2 Design Usability 6 5 Structure Navigation 6 7 User Interface Speed 4 Conversion Content SEO 7 8
- 131. Four Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content About Your Services 4. Location, Location, Location 131
- 132. How CTA’s Perform Traffic -> Conversion Call to Action Landing Page Conversion -‐> -‐> 132
- 134. Value Statement Relevance Offer Action
- 138. Different Audiences Different CTA’s DATE 138
- 139. Where Do CTA’s Belong? • On Your Website • In Your Email Newsletter • In Your Email Signature • On Your Brochures • On Your Trucks and Lawn Signs • In Advertising • In Presentations • In Videos DATE 139
- 140. From Home to Where? Dominant Traffic Flow Home Page --> About Us Home Page --> Services 70+% 140
- 141. Best Practices--About Us Page 141
- 142. A Good About Us Page • Use Photos • Be Personal • Share your Business Philosophy • Show off your Credentials • Demonstrate your Community Commitment http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses 142 EGIA/BPI
- 143. Understanding Search Social Context + Authority + Signals Site Incoming Spreading Content Links
- 144. Services Content • TopPerforming Pages in Search • People are Looking for... • Attic Insulation • Cellulose Insulation • an Energy Audit • a new Furnace • Solar Panels • New Windows • Getting Found = Having Content 144 EGIA/BPI
- 145. Ideally: Dedicated Pages for Key Services Logical, Clear Structure Insulation Services BIBS Fiber- Spray Cellu- glas Foam lose 145 EGIA/BPI
- 146. Location, Location, Location insulation contractor, los angeles Google is very biased towards company address 146
- 147. Location Workarounds Service Area Page & Map List of Cities and Towns Create in Google Maps--Embed into site Case Studies & Testimonials Agatha J, Babylon, NY Jones House, Brookhaven, NY Landing Pages for Major Towns Page Titles & Descriptions Geo Content Everywhere 147
- 148. Selling the LIPA Programs & NYSERDA, GJGNY 148
- 149. Some of the Best in the Country Cool Homes Program Home Performance with Energy Star Home Performance Direct On Bill Financing! 149
- 151. Big Picture--the Situation We Face Vast Majority Struggle with Math & Financing Fear of Debt & Limited Equity To Homeowners Programs & Incentives are almost always confusing Energy related expenditures tend towards ROI calculations My current cost is x, what will my new cost be? Critical to sell other benefits Trust is Critical But we’re Contractors, Bankers, Government At least we’re not Congress ;-) DATE 151
- 152. Don’t Focus Too Much On The Numbers • Energy efficiency actually makes financial sense - this is true of few other home improvement expenses • We are emotional beings, not rational ones • Focus on pain points to make the sale • Comfort problems - hot/cold room • Uncomfortable spouse • Mold • Allergies • Icicles/water damage 152
- 153. Fix Your House for Free! The Gist. Think from a customer’s perspective whenever you can. If you have a $100/month payment for HP upgrades, but you save $100/month, the upgrades were free! This doesn’t always work, but it can. There is still a $100 payment, but the stigma just went away, it’s a paradigm shift. 153
- 154. We Buy Payments, Not Prices Do you buy a $30,000 car? Do you buy a $200K house? No, you buy a payment. Monthly cash outlay is what matters. Few people write a check for these purchases. That’s why car sales are up! 154
- 155. Selling Payments Car dealers take the pain out of the big number by offering payments. This lets people focus on the emotion of ‘I want that’ With good modeling, we can estimate savings Even generalities help - quote an approximate savings % DATE 155
- 156. Lay Out the Math for People • Guide to Air Sealing Your Home and Available Incentives Financing • www.taghomeperformance.com DATE 156
- 157. Best Practices Financing/Incentives Content on your Site A dedicated program page Pages for each major incentive program Be the Go-between Use Example Math Prominently Information Graphics Text Video Engage Calculators Leverage Trust Non-profits/Programs DATE 157
- 161. Urgency Sells DATE 161
- 162. Leveraging Program Trust DATE 162
- 163. Example Information Graphic DATE 163
- 164. Learning from the Solar Leasing Explosion DATE 164
- 165. SolarCity Infographic DATE 165
- 166. Using Video Effectively DATE 166
- 167. Using Video Effectively DATE 167
- 168. Google+ Local (formerly Places) It’s really important 168
- 170. G+ Local
- 173. Use All 5 Categories! DATE 173
- 174. Reviews: Online Word of Mouth 174
- 176. Maximizing Google+ Local Reviews, Reviews, Reviews! (on Google) Choose Categories Carefully Keep it Fresh Photos Video Review Responses 176
- 177. Reviews DATE 177
- 178. Making Reviews a Business System 1. Commit to a Feedback-centric Culture 2. Determine Your Process When to ask? How to ask? How often to repeat request? 3. Repeat Systematically 4. Use the Reviews 178
- 179. Some Thoughts on Process Solicit Everyone Turn Evangelists into Public Reviewers Ways to ID Evangelists Net Promoters Great Reviews Delivered Privately 179
- 180. Net Promoter Score www.netpromoter.com, The Ultimate Question, DATE 180
- 181. Leveraging Your Reviews Repost best reviews as testimonials on your site Share those pages using social media - a great way to say thanks to the reviewer in a public forum Utilize online reviews in your printed materials Use review responses as topics for blog posts Leverage Your Promoters! 181
- 182. Respond to Reviews! The beauty of online reviews is that you can respond to them. DATE 182
- 183. Google+ Local - Respond to Reviews! Respond to all reviews - even the good ones! DATE 183
- 184. Customer Referral Programs 184
- 185. Word of Mouth is King Customer Referral Programs Are Word of Mouth on Steroids 185
- 186. Referral Incentives For Closed Jobs Very low cost Zero Marketing Risk Know your CPA and offer up to that amount Less amount for closed audit? For Names Small gift (Amazon Gift Certificate, LED Bulb, Temp/Humidity Monitor) Service Discount Considerations Tracking complexity Rewarding for names may produce junk Overly commercial for some clients? DATE 186
- 188. The Math - Referral Programs Implementation Cost Staff effort Invite to Participate 100 Conversion to Participate 50% Referrers 50 Referees/Referrer 3 Leads 150 Lead to Quote 50% Quotes 38 Quote to Job 75% Jobs 28 CPA @ $7500 you choose DATE 188
- 189. What is PPC Marketing? How does it work? DATE 189
- 190. Pay Per Click Marketing An online advertising model where the advertiser only pays when someone clicks on their ad. DATE 190
- 191. Pay Per Click Marketing DATE 191
- 192. Pay Per Click Marketing Search Term Paying $3.64 Paying $3.20 Paying $2.17 DATE 192
- 193. Why You Should Consider PPC PPC targeting is sophisticated - Targeting geography, time of day, keyword, etc, meaning better more targeted leads. Google products are taking over Google Product the search results - some searches show no organic results above the fold. Study from Wordstream found Commercial Intent that 64% of searches with commercial intent click on PPC ads. Learn what people are ACTUALLY searching for in YOUR Research area - not just national averages but # of searches in town/city/zip code/state etc. DATE 193
- 194. Making PPC Work Every campaign should have a Focus specific target - not just one with all keywords, a single ad, pointing to your homepage. Proper Group keywords effectively in Segmentation ad groups. High relevance from keyword to Relevance ad to ad group to campaign to landing page. Do NOT send to home page - Landing Pages create individual landing pages for each of your segments. DATE 194
- 195. Evaluating PPC for your Business Are there enough people in your service area using the web Search Volume/ to search for services? Density Rural areas can be less effective than urban ones. Do you have the budget? Some kind of campaign can work Cost for every budget but if your overall marketing budget is limited it may be better spent elsewhere. Do you have the time to BOTH educate yourself & run PPC Time correctly? Management & optimization is an ongoing process for PPC. DATE 195
- 196. The Math - Conversions Clicks 200 Cost $3/click = $600 Conversion Rate 5% Leads 10 Quotes 7 Jobs 5 CPA $120 Revenue $10,000 DATE 196
- 197. Marke)ng is Changing No Longer An Option Social Media an increasingly important part of the puzzle DATE
- 198. Priority 1 You Don’t Need to Like It You Don’t Need to Use It Personally It is Increasingly Important to Your Business DATE
- 199. It’s where your customers are. • 93% of US adult internet users are on Facebook • 65% of Facebook users are 35 or older • 50% Login to Facebook Every Day • Facebook is the most visited website on the internet • US internet users spend 3X more time on blogs & social networks than on email • 61% of US marketers’ main reason for SM is “to increase lead generation” • Inbound Mktg costs 62% less per lead than traditional marketing Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle DATE
- 200. Most Effective Social Media Platforms DATE 200
- 201. It’s Good Old Word of Mouth. Amplified. The average Facebook user has 130 Friends & is connected to 180 Pages, Events, & Groups. Each. Your customers have a megaphone. Be part of their conversation. DATE 201
- 202. It’s a must-have Marketing Tool. Use it to: Engage with the community & potential customers. Build Brand Loyalty in current customers. Show a little personality DATE 202
- 203. Basic Info Basic Info Logo Description Name, Address, Phone Photos Likes DATE
- 204. #1 Grow Your Likes Invite your personal Facebook Friends DATE 204
- 205. #1 Grow Your Likes Include Social Buttons prominently on your website. DATE 205
- 206. #1 Grow Your Likes Ask your Newsletter subscribers to Like your page. Something as simple as: For more on how SEO can help your brand and other helpful marketing chatter... DATE 206
- 207. #2 Take a Bow. Educate your fans about the work you do and what makes you special. It’s not bragging if it’s true. DATE 207
- 208. #3 Be thoughtful about your Page’s Look Cover photo, profile pic, and shared images should be in keeping with your company’s mission, but don’t be afraid to show off that winning personality. DATE 208
- 209. #4 Advertise Brand Ads are an affective and affordable way to get your Page in front of the right people IF properly targeted. DATE 209
- 210. #4 Advertise Promoted Posts are a great way to show off your awesome content to those that don’t Like you yet. DATE 210
- 211. #4 Third Party Endorsements Ask for Recommendations. They come free! DATE 211
- 212. #5 Follow the Rules of (content) Engagement Keep. It. Short. Posts between 100 and 250 characters (less than 3 lines of text) see about 60% moremlikes, comments and shares than posts greater than 250 characters. DATE 212
- 213. #5 Follow the Rules of (content) Engagement Share, share alike. Everyone Likes a little Love, so share other folk’s posts, blogs, sites, and triumphs. DATE 213
- 214. #5 Follow the Rules of (content) Engagement Use lots of images. Insert graphs from this post: DATE 214
- 215. #5 Follow the Rules of (content) Engagement Have fun. Social networks are inherently social, so interact with your community. Like, comment, share, and try not to take yourself too seriously... DATE 215
- 216. The Challenge of Content for your Site, for Social Media, for your Marketing Materials 216
- 217. Everyone’s Achilles Heel Difficult to Find the Time Uncertain About What to Write Maintaining Pace and Frequency But.... Content “Freshness” is An Important Factor in Your Site’s Authority 217
- 218. Content “as a system” DATE
- 219. Great Content is Right in Front of You 219
- 220. Generating Content If someone’s wasting money in a house you visit, write an article about it.
- 221. Put Your Photos to Work
- 222. Content: Every Press Mention DATE
- 223. Content: What’s This? DATE
- 224. Content: Article Links DATE
- 225. Content: Give to Get Content: Give to Get DATE
- 226. Content: Project Photo Albums DATE
- 227. Content: YouTube Videos DATE
- 228. Energy Efficiency Contracting Companies Doing it Well 228
- 232. Your Vehicles: Missed Opportunity? 232
- 233. Clear & Bold DATE 233
- 236. Strong Brand Consistency DATE 236
- 239. Rough Costs Logo Revise 750-1000 Full Brand Redesign 3500 Business Cards 300-500 Letterhead 150-500 Brochure 600-1000 Flyer 250-400 Newsletter Template 250 Trade Show Pullups 400 Vehicle Design 300 Vehicle Graphic Small 250 Vehicle Graphic Large 2000 Lawn Sign 1000-2000 DATE 239
- 240. Email’s Role in the Marketing Mix 240
- 241. An Important Tool for Home Performance 1. Very low cost one-to-many communications tactic 2. Key vehicle for growing site traffic 3. Easy way to build and maintain awareness 4. Excellent, metrics-rich prospecting tool* 5. Critical for customer retention/repeat business 6. Ideal vehicle for specials, promotions, new program incentives, seasonal tune-ups & reminders, news DATE 241
- 242. Elements of an Email Strategy Be Clear on Purpose Identify Core Themes & Narratives Energy Saving Tips, Programs & Incentives, Energy Prices, Benefits of an Audit, Air Quality and Health, Deals Establish Your Email Type(s) Newsletter, Dedicated, Digest Determine Frequency Choose Tool Editorial Calendar/Sustainable Schedule Staffing: Share Responsibility 242
- 243. Growing Your Lists • Existing Customer Lists • Existing Prospect Lists • Mine your Inbox • Business Card Stacks • Opt In Form on Site • Home Show Signups • Community event Signups • Purchased Lists Generally Risky and Weak Make it someone’s responsibility Balance quality and volume DATE 243
- 244. The Question of Segmentation • by Age • 3 months • 9 months • over a year Customers • by Rank • Hot • Warm • Cold Prospects • by Source • Home Show • Referral • Web • by Housing Stock • Old • Fuel Oil DATE
- 245. The Question of Segmentation Prospects Customers • Education about home • Emphasis on 2nd phase performance projects • Information about your • Multi-year path to deep company reductions • Program & Incentives • Annual maintenance & • Typical first measures checkups • Benefits of HP • Related sales opportunities • Typical Problems DATE
- 246. Making Email Perform 246
- 247. Have a Clear Purpose Traffic -> Conversion Newsletter Landing Page Conversion -‐> -‐> DATE
- 248. The All Important Subject Line Keys to a Great Subject Line Short Shoot for around 45 characters, much longer than that & some of your recipients won’t see the entire subject Direct Simply state what the email content is about - it seems obvious, but it leads to better open rates Avoid being overly salesy - if it reads like an advertisement, your open rate will likely suffer Conventional It is possible to be conventional without being “boring” Relevant Tie your subject line into the first sentence or two of the email content To avoid spam filters do not use RE:, FW:, All Caps, Hello, exclamation points, DATE 248
- 249. Types of Subject Lines Plain Label “[Company Name] Newsletter #27 - June 2012” Topic Lists “May 2012 - Air Sealing & Staying Cool this Summer” Offers “Find out how to save up to $100 on an energy audit.” Questions “Issue #3 - How does attic insulation affect my home?” Benefits “In this issue: Learn about DIY air sealing techniques.” DATE 249
- 250. What Makes a CTA Effective • Make it Clear • Make it Stand Out • Make Actionable • Keep it Above the Fold • Be Relevant • Be Mindful of Sales Stages & Context • Aligned with Landing Page DATE 250
- 251. Language that Works Action Words Timing Words Value Words Call Now Free Buy Today No Obligation Register Right Away Subscribe Expires Act Limited Time Start Get Started Sign Up DATE 251
- 252. Use Landing Pages Landing Page Dedicated page with clear objective: complete the form! DATE 252
- 253. Email Types 253
- 254. Newsletter
- 255. Digest
- 256. Dedicated
- 257. Measurement 257
- 258. Key Email Stats Statistic Definition Goal the % of your emails that actually get to a shoot for 95%+, higher deliverability is better, watch out for mailbox, or do not “bounce” big jumps in bounces Great - 30% open rate the % of the delivered emails that are Good - 15-29% actually opened by their recipients Poor - <15% Great - >15% click thru (CTR) the % of OPENED emails that received a Good - 5-15% click from the recipient Poor - <5% the completion of a desired action by an varies based on the conversion email recipient - calls, fills out form, follows on social media, sends to a friend required action when an email recipient clicks the as low as possible! unsubscribe/spam “unsubscribe” or “remove from list” link under 1% for report or reports your message as spam to their unsubscribe & .1% ISP for spam reports DATE 258
- 259. Key Email Stats Statistic Key Driver How to Improve maintain your list, remove old email deliverability list quality addresses, careful with “spammy” sounding words like free, offer, credit, etc keep it short (45ish characters), be direct, open rate subject line tie first sentence of email into subject line, be compelling use a strong call to action & offer, link to click thru call to action/offer your site and not others (usually), offer (CTR) snippets in email & the rest on your site test landing page versions, use a simple & conversion landing page short form, tie LP language into your newsletter content unsubscribe/ relevance, frequency, value don’t send too often, keep the content spam report useful, fresh, & relevant DATE 259
- 260. Key Email Stats Email Report from iContact DATE 260
- 261. Conversion Tracking • Campaign setup in Google Analytics • Tag the links in your email using the Google URL Builder, info will show up under the Campaigns section of GA • http://support.google.com/googleanalytics/bin/ answer.py?hl=en&answer=55578 • Make sure you fill out the URL, source, medium, & campaign name fields - use the other fields if you have multiple versions of your email or multiple target segments (customers vs prospects, offer vs no offer, subject line testing, etc.) • Your existing goals will be tracked within these tagged campaigns, but create new ones in Analytics if you have email-only conversion events that don’t already exist DATE 261
- 262. Conversion Tracking - URL Builder DATE 262
- 263. Speaking, Presentations & Community Outreach 263
- 264. What You Need to Get Started A good presentation A page on your site about your speaking capabilities A short video of you speaking that shows you're not boring An outreach program to build awareness of your availability. DATE 264
- 265. A Good Presentation Deck More Visuals Fewer Bullet Points Let photos tell the whole house story Components of an audit Infrared Images House of horrors--mold, water, dirty insulation Flexible for Different Lengths Modular for Tweaks to Topic Beyond Powerpoint Software Apple Keynote, Prezi, Google Docs, SlideRocket DATE 265
- 267. Topics That Draw a Crowd Understanding Home Energy, Health and Comfort Does your house perform? DIY air sealing training (hands on using foam, etc) Climate change and the U.S. housing stock Energy security and the U.S. housing stock The Basics of Building Science Is your house a Hummer or a Prius? A 10 Year Plan for Reducing Your Home’s Energy Use DATE 267
- 268. Where to Speak Rotary Clubs Business networking groups Sustainability Committees Chambers of Commerce Community Centers Kiwanis Clubs Transition Town Groups Optimist Clubs Environmental & Community Junior Leagues Groups High school classes (e.g. Physics) Churches Stores - hardware stores, "green" Library Speaker series stores, etc. Homeowners Associations Workshops at home shows Condo Associations DATE 268
- 269. Other Community Outreach Programs Charitable Organizations Energy Audit Auction Donations Community Support Groups Habitat for Humanity Business Networking Organizations Environmental Groups Sustainability Committees Town Committees Tweet Ups Create Your Own Community Retrofit Project DATE 269
- 271. Contact Peter Troast Energy Circle 207.847.3644 ptroast@energycircle.com Twitter: @EnergyCircle LinkedIn: http://www.linkedin.com/in/petertroast Energy Circle PRO Blog: www.energycircle.com/pro/blog 271