internet marketing 101 for home performance
DESCRIPTION
Peter Troast's presentation at the ACI New England Conference, October 16, 2012TRANSCRIPT
352
Internet Marketing 101for Energy Efficiency PROs
ACI New EnglandOctober 16, 2012
“The stimulus was my marketing program.
Now my marketing program is my marketing program.”
Richard BurbankEvergreen Home Performance
Grew his company 25% since stimulus ended
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Peter Troast
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Founder/CEO of Energy Circle and Energy Circle PRO
Work with auditors, home performance, energy efficiency companies in 46 states
Aggregate data from pool of 175 opted in home performance companies
CFM50 reduction of my house so far: 3800 to 2200
Fuel Oil Reduction: 110 gallons/month to 59 (winter)
5 Electricity Monitors Measuring My House
29-50% Electric Use Reduction Since Monitoring Started in ’08
Followers on Twitter: 5644
www.energycircle.com/pro/blog
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4 Important Pillars to Marketing Success
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Primary Website
Organic Search
Google+ Local(formerly Places) Facebook
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Marketing is Changingduh
7
200 Million
How People Buy TodayHas Been Turned on it’s Head
352 DATE
Google is the New Yellow Pages
13
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• 93% of US adult internet users are on Facebook
• US internet users spend 3X more time on blogs/social networks than on email
• 2/3 of US internet users regularly use a social network
• US local SMB’s use social media marketing• Facebook 70%
• LinkedIn 58%
• Twitter 40%
• YouTube 27%
• Inbound Mktg costs 62% less per lead than traditional
Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle
The Social Media Revolution--Not a Fad
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So What’s It All Mean for
Home Performance Businesses?
15
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Yesterday’s Marketing Mix
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10%
8%
8%
31%
44%
Yellow PagesDirect MailReferral ProgramHome ShowsUnknown
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Today’s Marketing Mix
17
1%
15%
4%
8%
11%
3%
16%1%
3%3%
7%
3%
13%
12%
Organic WebPaid WebDirect MailSocial MediaPrint AdsPublic RelationsDirectoriesEmailHome ShowsCommunityOpen HousesPast CustomersReferral ProgramLead Gen
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The New Marketing Landscape
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Old & Dying
Yellow Pages
TV
Telemarketing
Radio
Old & Living
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Lead Gen
New & Thriving
Primary Website
Google+ Local
Organic Search
Paid Search
Email Newsletters
Group Buying
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The New Marketing Landscape
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Old & Dying
Yellow Pages
TV
Telemarketing
Radio
Old & Living
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Lead Gen
New & Thriving
Primary Website
Google+ Local
Organic Search
Paid Search
Email Newsletters
Group Buying
High CommitmentHigh CostHigh Risk
Low CommitmentModest Cost
Low Risk
352 DATE
Elements of a Plan
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$1.74 million @ 7500/job
TacticsImpressions/
Visits CostConversion
Rate# of
LeadsConversion
Rate QuotesConversion
Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
352 DATE
Cost Per Acquisition
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352 DATE
Elements of a Plan
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$1.74 million @ 7500/job
TacticsImpressions/
Visits CostConversion
Rate# of
LeadsConversion
Rate QuotesConversion
Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
352 DATE
Elements of a Plan
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$1.74 million @ 7500/job
TacticsImpressions/
Visits CostConversion
Rate# of
LeadsConversion
Rate QuotesConversion
Rate Jobs CPACommunity 1000 500 10.00% 100 50% 50 50% 25 $20Email 12000 1000 2.50% 300 25% 75 50% 38 $27Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Directories 5000 500 0.25% 13 35% 4 50% 2 $229Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
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Is Your Website Performing?Not...is it pretty?
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3
4
5
6
6
7
7
8
4
2
DesignUsabilityStructureNavigationUser InterfaceSpeed
ConversionContentSEO
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Four Things
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1. Call to Action
2. Does Your About Us Page Suck?
3. Content About Your Services
4. A Keyword Focused Strategy
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How CTA’s Perform
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Call to Action Landing Page
-‐>
Traffic -> Conversion
-‐>
Conversion
352 DATE
Different Audiences Different CTA’s
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Value Statement
Relevance
Offer
Action
352 DATE
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
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From Home to Where?
Dominant Traffic FlowHome Page --> About Us
Home Page --> Services
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70+%
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Best Practices--About Us Page
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A Good About Us Page
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http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses
EGIA/BPI
• Use Photos
• Be Personal
• Share your Business Philosophy
• Show off your Credentials
• Demonstrate your Community Commitment
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Services Content
40 EGIA/BPI
• Top Performing Pages in Search
• People are Looking for...
• an Energy Audit
• Attic Insulation
• Cellulose Insulation
• a new Furnace
• Solar Panels
• New Windows
• Getting Found = Having Content
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Search Engine Optimization (SEO)
Doesn’t Have to Be Complicated
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What is SEO?
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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.
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Understanding Search
Context Authority+ Social Signals+
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Understanding Search
Context Authority+ Social Signals+
Site Content
Incoming Links
Spreading
Paid Search
Organic Results
Blended PinResult
Pin Map
Link to Website
Map Pin & Link to G+ Local Page
Review Summary & Link to Places
Page
Primary Result with SiteLinks
G+ Local
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Does Your Content Match
What People Are Searching For?
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Understanding Keyword Volumes
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home energy
solar energy
renewable energy
wind power
energy efficiency
home performance
0 120000 240000 360000 480000 600000
18100
301000
301000
450000
550000
246000
Data from Google External Keyword Tool on 11.14.11
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Understanding Keyword Volumes
55
Green Building
Sustainable Building
Green Construction
Green Homes
Green Remodeling
Building Green
0 80000 160000 240000 320000 400000
165000
4400
301000
40500
74000
165000
Data from Google External Keyword Tool on 11.14.11
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Understanding Keyword Volumes
56
Energy Rating
Energy Assessment
Energy Audit
Energy Evaluation
Energy Auditor
Energy Auditing
0 14000 28000 42000 56000 70000
33100
49500
0
60500
8100
22000
Data from Google External Keyword Tool on 11.14.11
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Understanding Keyword Volumes
57
home performance
energy retrofit
weatherization
energy audit
energy upgrade
deep energy retrofit
0 14000 28000 42000 56000 70000
480
6600
60500
49500
4400
18100
Data from Google External Keyword Tool on 11.14.11
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Understanding Keyword Volumes
58
Energy Star Homes
Energy Efficient Homes
Green Homes
Net Zero Homes
Passive House
LEED Homes
0 80000 160000 240000 320000 400000
5400
22200
2400
301000
18100
5400
Data from Google External Keyword Tool on 11.14.11
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Understanding Keyword Volumes
59
duct sealing
air sealing
foam insulation
cellulose insulation
radiant barrier
window replacement
0 40000 80000 120000 160000 200000
165000
33100
22200
165000
3600
5400
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Top 10 by Volume & Intent
60
Energy Audit
Insulation - Service
Home Energy Efficiency
Wet Basement
Insulations - Rooms of House
Insulation - Materials
Furnace
Program/Rebate/Credit
Windows
Home Heating/Cooling
Local Intent Buying Intent
$
$
$
$
$
$
$
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Google External Keyword Tool
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https://adwords.google.com/select/KeywordToolExternal
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Google Insights for Search
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http://www.google.com/insights/search/
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Keyword Research Takeaways
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• Keyword volume is a proxy for the mindset of the consumer
• Keyword data is one point in time--not where the world has been or where it is going
• Beware the “mile wide and inch deep” tendency
• To start, focus on 5-10 terms, and concentrate on 1-3
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Google+ Local(formerly Places)
It’s really important
G+ Local
352 DATE
Use All 5 Categories!
68
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Reviews: Online Word of Mouth
69
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Maximizing Google+ Local
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Reviews, Reviews, Reviews! (on Google)
Choose Categories Carefully
Keep it Fresh
Photos
Video
Review Responses
352 DATE
Social Mediaan increasingly important
part of the puzzle
Marke)ng is Changing
No Longer An Option
352 DATE
You Don’t Need to Like It
You Don’t Need to Use It Personally
It is Increasingly Important to Your Business
Priority 1
352 DATE
First Steps--Setting Up a Page
352 DATE
Logo
Description
Name,
Address,
Phone
Photos
Likes
Basic Info
Basic Info
352 DATE
Social Links on Your Site
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But..What Do I Say?
The Challenge of ContentEveryone’s Achilles Heel
77
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Everyone’s Achilles Heel
Difficult to Find the Time
Uncertain About What to Write
Maintaining Pace and Frequency
78
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Content “as a system”
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Great Content is
Right in Front of You
80
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If someone’s wasting money in a house you visit, write an article
about it.
Generating Content
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Put Your Photos to Work
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Find the Juicy Topics
352 DATE
Content: Every Press Mention
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Content: What’s This?
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Content: Article Links
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Content: Give to Get
Content: Give to Get
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Content: Project Photo Albums
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Content: YouTube Videos
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Home Performance
Companies Doing it Well
90
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First Steps & Priorities
Essentials:
Simple Marketing Plan with Metrics!
Tune Your Primary Website
Google+ Local
Test Social Media--Facebook First
After That:
Regularize Content
Have a Keyword Strategy
Expand Social Media--Frequency & Reach
Explore internet marketing--PPC/SEO
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Contact
Peter TroastEnergy Circle
207.865.3400
Twitter: @EnergyCircle
LinkedIn: http://www.linkedin.com/in/petertroast
Energy Circle PRO Blog: www.energycircle.com/pro/blog
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