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Internet Marketing for Home Performance
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Transcript of Internet Marketing for Home Performance
352
Internet Marketing for Energy Efficiency Contractors
EGIA/BPI Contractor ExchangeMay 18, 2012
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Peter Troast
2
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 4
50%
1-2%
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
4 Important Pillars to Marketing Success
5
Primary Website
Organic Search
Google Places Facebook
352 Internet Marketing 101, ACI 2012 Conference, Baltimore, MD
Marketing is Changingduh
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200 Million
How People Buy TodayHas Been Turned on it’s Head
352 DATE
Google is the New Yellow Pages
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352 DATE
• 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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Interruption Marketing Is Less and Less Effective
13
352
Google: Zero Moment of Truth
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You Don’t Buy Those Visitors.You Earn Them.
In·bound Mar·ket·ing-noun
Any tactic that relies on earning people’s interest
rather than buying it.
352
So What’s It All Mean for
Home Performance Businesses?
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352
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 Places
Organic Search
Paid Search
Email Newsletters
Group Buying
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The New Marketing Landscape
19
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 Places
Organic Search
Paid Search
Email Newsletters
Group Buying
High CommitmentHigh CostHigh Risk
Low CommitmentModest Cost
Low Risk
352 DATE
Elements of a Plan
20
$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
21
352 DATE
Elements of a Plan
22
$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
23
$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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 24
Is Your Website Performing?Not...is it pretty?
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DesignUsabilityStructureNavigationUser InterfaceSpeed
ConversionContentSEO
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
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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352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
From Home to Where?
First Click Traffic Flow
Home Page --> About Us
Home Page --> Services
37EGIA/BPI
= 70%
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Best Practices--About Us Page
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352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 41
Search Engine Optimization (SEO)
Doesn’t Have to Be Complicated
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
What is SEO?
42
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.
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Understanding Search
Context Authority+ Social Signals+
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Understanding Search
Context Authority+ Social Signals+
Site Content
Incoming Links
Spreading
Paid Search
OrganicFull
Listings
OrganicPin
Listings
OrganicPin
Listings
Link to Website (title tag or
business name)
Pin, Address & Phone
Star Rating & Link to Places Page
Primary Result with SiteLinksPlaces
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 54
Does Your Content Match
What People Are Searching For?
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Understanding Keyword Volumes
56
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Understanding Keyword Volumes
57
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Understanding Keyword Volumes
58
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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Understanding Keyword Volumes
59
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
352
Top 10 by Volume & Intent
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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
$
$
$
$
$
$
$
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Google External Keyword Tool
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https://adwords.google.com/select/KeywordToolExternal
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Google Insights for Search
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http://www.google.com/insights/search/
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Keyword Research Takeaways
63
• 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
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 64
Google PlacesIt’s really important
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The Importance of Google Places
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352
Google Places Done Right
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352
Reviews: Online Word of Mouth
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352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Maximizing Google Places
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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
Why? Because….it’s Google
New and Cutting Edge
Tied to Your Google Places Page
Easy to Set Up
Priority 2
352 DATE
Google +
Google+
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
352
But..What Do I Say?
The Challenge of ContentEveryone’s Achilles Heel
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352
Everyone’s Achilles Heel
Difficult to Find the Time
Uncertain About What to Write
Maintaining Pace and Frequency
79
352 DATE
Content “as a system”
352
Great Content is
Right in Front of You
81
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
If someone’s wasting money in a house you visit, write an article
about it.
Generating Content
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Put Your Photos to Work
352 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
Find the Juicy Topics
352 DATE
Content: Every Press Mention
352 DATE
Content: What’s This?
352 DATE
Content: Article Links
352 DATE
Content: Give to Get
Content: Give to Get
352 DATE
Content: Project Photo Albums
352 DATE
Content: YouTube Videos
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Home Performance
Companies Doing it Well
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352
First Steps & Priorities
Essentials:
Simple Marketing Plan with Metrics!
Tune Your Primary Website
Google Places
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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352
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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