Peter troast lipa_marketing_bootcamp_slides

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LIPA Contractor

One Day Marketing Bootcamp

Sponsored by LIPAApril 2, 2013

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Peter Troast

2

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

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Good Day to Be in New York!

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8 - 2

First opening day loss since 1982

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Agenda

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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

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Agenda

5

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)

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Links & Resources: www.energycircle.com/pro/LIPA

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http://www.energy

http://www.energy

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Continuing Education Approvals

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BPI: 4 credits

NABCEP: 6 credits

RESNET: TBD

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Marketing is Changingduh

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200 Million

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This is

Interruption Marketingand it is increasingly ineffective

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How People Buy TodayHas Been Turned on it’s Head

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Realize a Need

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Investigate Options

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Data from Google External Keyword Tool on 11.14.11

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Ask our Friends

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Turn to Social Media: Blog Sites

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Turn to Social Media: Twitter

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Turn to Communities: Q&A

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Big Trend: The Pinterization of the Web

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Dig Into Every Detail Available

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Finally...Buy (Convert to Sale)

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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.

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Google: Zero Moment of Truth

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Social Proof

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The Most Powerful Concept in Marketing

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So What’s It All Mean for

Long Island Contracting Businesses?

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NY DMA: the US’s #1 Most Expensive Mkt

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The Unique Challenge of Long Island

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• Expensive

• Competitive (relatively)

• Hyperlocal Market Mixed

• Inconsistency on How People Identify Geographically

• Long Island

• Suffolk County

• Babylon

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Local, Local, Local

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Google is the New Yellow Pages

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Why is Planning So Important?

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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

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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

Print

TV

Telemarketing

Radio

Old & Living

Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Community

Lead Gen

New & Thriving

Active Referral Primary Website

Google+ Local

Organic Search

Paid Search

Online Display

Facebook

Twitter

Email Newsletters

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Old & Dying

Yellow Pages

Print

TV

Telemarketing

Radio

High CommitmentHigh CostHigh Risk

Low CommitmentModest Cost

Low Risk

Old & Living

Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Community

Lead Gen

New & Thriving


Google+ Local

Organic Search

Paid Search

Online Display

Facebook

Email Newsletters

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Evaluating Your Marketing Options

What’s Available?

Effectiveness

ROI--Cost per Acquisition, Cost per LeadBudget

Resources to Execute

Available StaffYour own timeOutsourcing Options

Sustainability

Do You Like It?

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352 DATE

What Do People Trust?

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Forrester Research, March 21, 2013

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What is Marketing’s Role at Every Stage of the Buying Cycle?

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Stages of the Buying Cycle

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Awareness

Decision

Evaluation

Interest

Purchase

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Home Performance Buying Cycle

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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

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Mktg SalesStimulus ✔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 ✔

Roles in the Buying Cycle

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Tactics for Each Stage of the Cycle

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Mktg RoleStimulus Ads, DM, Web, PPC, Home

Shows, Community, Social

Awareness Ads, DM, Web, PPC, Home Shows, Community, Social

Consideration (Education) Web, White Paper, Lead Gen, Video

Close the Audit Collateral, Presentations

Evaluation of Audit Results Audit Presentation

Consideration (Affordability, ROI) Web, Collateral

Sell the Job Proposal, Web, Collateral, Case Study, Testimonial

Complete the Job Web, Video

Perceived Value of the Job Leave behind, report

Position for Phase 2 Email, CRM, Retention, Web

Sell Phase 2 Proposal, Web, Collateral, Case Study, Testimonial

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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)

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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

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Timing Your Marketing

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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

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Planning Schedule

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Heat/Cool Schedule

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Execute

Execute

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Typical Fall Schedule

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Plan

Execute

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Slow Season Schedule

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Execute

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Marketing Tactics are Not Equal

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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

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Cost Per Acquisition

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Elements of a Plan

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TacticsImpressions/


Rate# of

LeadsConversion


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

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Elements of a Plan

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TacticsImpressions/


Rate# of

LeadsConversion


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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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

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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

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Analysis Stage

Planning Stage

Implementation Stage

Monitoring Stage

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Marketing Plan Template

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https://docs.google.com/document/d/1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNT

WKs4vlCSw/edit?pli=1#heading=h.i97xywu3a2me

https://docs.google.com/document/d/1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNTWKs4vlCSw/edit?pli=1#heading=h.i97xywu3a2me








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

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

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

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

Marketing StrategyWhat 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

352 DATE

https://docs.google.com/spreadsheet/ccc?key=0AofvLVthY691dENRWXdXaGR0WHF6cUZfVnBINzJaN1E#gid=0

Tactics Management Tool

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Targeting Your Audienceaka Segmentation

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This is Segmentation where marketing planning begins

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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)

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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: 35Profession: Software developerLocation: BostonPersonality: 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.

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PersonasHeather 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: 29Profession: Former professional in banking industry, now a stay at home mom. Location: SuburbsPersonality: 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.

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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?

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Establishing Your Brand Foundation

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Defining the Vocabulary

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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?

PurposeEthics

LogoLook/feelBusiness VoiceAttitude

PricingPracticesOffers & Incentives

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Brand Basics: articulating who you are

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Brand Identity Positioning Messaging

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Exercise #2: Your Brand Personality

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“Those guys are the best

technicians in the business.

Their techs are highly trained,

and I love the fact that they

really geek out about the

equipment. I wouldn’t trust

anyone else.”

“They’re so responsive. My

email question was answered

within 5 minutes, and when

they were running 10 minutes

late they called to let me know.

That’s the kind of contractor I

want to give my business to.”

VS

Trustworthy, responsive, passionate, fun, energetic, genuine, expert, straightforward, quirky, sophisticated, sharp, scientific, professional, authoritative, direct, honest, premier, low cost, reliable, pricey but worth it.

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Identity Basics: There’s no one right way.

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Identity Basics: start with simple, quality ingredients

Logo Typeface ColorsName

ABC, Inc

Acme Inc.

Smith Bros.

Energy Titans

Acme Inc.

Acme Inc. Acme Inc. Acme Inc.Acme Inc.

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Identity Basics: spice as needed

MascotTagline Spokesperson

Descriptive or Aspirational?

Energy Efficiency Experts

We always do it right!

Comfort is our Specialty

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Identity Basics: a simple clear idea always works best

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Identity Basics: particularly when used consistently

9733

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

upgrades. The test out numbers cannot be adjusted

by the operator.

Why is it important to have a “test out” audit

after retrofit work?

A follow-up energy audit after improvements are made

is a necessary component of an effective energy retrofit.

While working with homeowners to find the best

contractors for a project DeWitt recommends that

homeowners work with contractors who will wait until his

follow-up audit is complete to receive the final payment

from the homeowner. This incentivizes quality work,

and ensures that predicted savings become reality.

F.A.Q.s

DeWitt is Maine’s premier home energy auditor.

He works with homeowners to determine the

most cost-effective energy solutions for their

particular home—without trying to sell additional

products or services. This approach ensures a

conflict-free energy audit, and distinguishes his

business from the “one-stop-shop” competition.

His unique, advanced software-based diagnostic

system goes beyond mere prediction to showing

reliable energy savings calculations, placing his

business at the pinnacle of the home energy

performance landscape in Maine.

Trade show banner

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Positioning & Messaging

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YourCompany

Identity

Positioning Messaging

Your Competition

YourAudiences

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Positioning & Messaging

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Positioning is a long-term strategic decision.It is integral to your brand.

Messaging can be short-term and very tactical.But, it should not undermine your brand.

Greening the world, one house at a time.

Absolutely, positively the best price around.

Expensive, but worth it.

Act now! Rebates are available.

Summer is approaching. Preseason Offer.

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Exercise # 3: What Are Your Core Messages?

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Ask Yourself: How Differentiated? How Memorable?

We live, eat & breathe the best customer service in our marketWe understand building science like no one else, and make it

practical for homeowners to understandWe’ll beat anyone’s price

Your Wife is HotThe Comfort Specialists

We’re #1 in the #2 BusinessNice People, Great Service Since 1928

48 Years in Long Island Attics

352 101

Evaluating Tactics Lots of Options

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Old & Dying

Yellow Pages

Print

TV

Telemarketing

Radio

Old & Living

Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Community

Lead Gen

New & Thriving


Google+ Local

Organic Search

Paid Search

Online Display

Facebook

Twitter

Email Newsletters

352 103

Understanding Web Search It’s Not That Complicated

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What is SEO?

104

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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Context Authority+ Social Signals+

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Site Content

Incoming Links

Presence

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


352


118

Green Building

Sustainable Building

Green Construction

Green Homes

Green Remodeling

Building Green

0 80000 160000 240000 320000 400000

165000

4400

301000

40500

74000

165000


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Energy Rating

Energy Assessment

Energy Audit

Energy Evaluation

Energy Auditor

Energy Auditing

0 14000 28000 42000 56000 70000

33100

49500

0

60500

8100

22000


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120

home performance

energy retrofit

weatherization

energy audit

energy upgrade

deep energy retrofit

0 14000 28000 42000 56000 70000

480

6600

60500

49500

4400

18100


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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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home performance

energy retrofit

weatherization

heating & AC

insulation

energy audit

0 300000 600000 900000 1200000 1500000

49500

1500000

450000

49500

4400

18100


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central AC

AC Repair

AC service

AC services

heating & AC

Ductless AC

0 100000 200000 300000 400000 500000

49500

450000

60500

135000

246000

110000


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attic insulation

spray foam

foam insulation

Soundproofing

cellulose insulation

blown in insulation

wall insulation

basement insulation

fiberglass insulation

0 40000 80000 120000 160000 200000

22200

40500

33100

22200

110000

165000

135000

60500


352 DATE

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

$

$

$

$

$

$

$

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The Long Tail Concept (Insulation)

126

Rooms of House

Attic Insulation

Basement Insulation

Wall Insulation

Roof Insulation

Home Insulation

Soundproofing

Insulation Types

Foam Insulation

Spray Foam

Spray Insulation

Closed Cell

Open Cell

Polyurethane

Fiberglass

Batt Insulation

Blanket Insulation

Cellulose Insulation

Blown Insulation

Blown In

Insulation Service

Insulation Contractor

Insulation Installer

Insulation Service

Insulation Supplier

Foam Contractor

Etc

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Google External Keyword Tool

127

https://adwords.google.com/select/KeywordToolExternal



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Google Insights for Search

128

http://www.google.com/insights/search/



352 129

Is Your Website Performing?Not...is it pretty?

1

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. Location, Location, Location

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How CTA’s Perform

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Call to Action Landing Page

-‐>

Traffic -> Conversion

-‐>

Conversion

Value Statement

Relevance

Offer

Action

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Different Audiences Different CTA’s

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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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Site Content

Incoming Links

Spreading

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Services Content

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• Top Performing 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

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Ideally: Dedicated Pages for Key Services

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Logical, Clear Structure

Insulation Services

BIBSFiber-glas

SprayFoam

Cellu-lose

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Location, Location, Location

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insulation contractor, los angeles

Google is very biased towards

company address

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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

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Selling the LIPA Programs& NYSERDA, GJGNY

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Some of the Best in the Country

Cool Homes Program

Home Performance with Energy Star

Home Performance Direct

On Bill Financing!

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Big Picture--the Situation We Face

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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 CriticalBut we’re Contractors, Bankers, Government

At least we’re not Congress ;-)

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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

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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.

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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!

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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 %

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Lay Out the Math for People• Guide to Air Sealing Your Home and Available Incentives Financing

• www.taghomeperformance.com

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http://www.taghomeperformance.com

http://www.taghomeperformance.com

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Best Practices

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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

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Urgency Sells

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Leveraging Program Trust

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Example Information Graphic

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Learning from the Solar Leasing Explosion

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SolarCity Infographic

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Using Video Effectively

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Using Video Effectively

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Google+ Local(formerly Places)

It’s really important

G+ Local

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Use All 5 Categories!

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Reviews: Online Word of Mouth

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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

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Reviews

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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

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Some Thoughts on Process

Solicit Everyone

Turn Evangelists into Public Reviewers

Ways to ID Evangelists

Net Promoters

Great Reviews Delivered Privately

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Net Promoter Score

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www.netpromoter.com, The Ultimate Question,

http://www.netpromoter.com

http://www.netpromoter.com

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Leveraging Your Reviews

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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!

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Respond to Reviews!

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The beauty of online reviews is that you can respond to them.

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Google+ Local - Respond to Reviews!

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Respond to all reviews - even the good ones!

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Customer Referral Programs

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Word of Mouth is King

Customer Referral Programs Are

Word of Mouth on Steroids

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Referral IncentivesFor 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?

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The Math - Referral Programs

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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

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What is PPC Marketing?How does it work?

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Pay Per Click Marketing

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An online advertising model where the advertiser only pays when someone clicks on their ad.

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Search Term

Paying $3.64

Paying $3.20

Paying $2.17

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Why You Should Consider PPC

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TargetingPPC targeting is sophisticated - geography, time of day, keyword, etc, meaning better more targeted leads.

Google ProductGoogle products are taking over the search results - some searches show no organic results above the fold.

Commercial IntentStudy from Wordstream found that 64% of searches with commercial intent click on PPC ads.

ResearchLearn what people are ACTUALLY searching for in YOUR area - not just national averages but # of searches in town/city/zip code/state etc.

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Making PPC Work

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FocusEvery campaign should have a specific target - not just one with all keywords, a single ad, pointing to your homepage.

Proper Segmentation

Group keywords effectively in ad groups.

RelevanceHigh relevance from keyword to ad to ad group to campaign to landing page.

Landing PagesDo NOT send to home page - create individual landing pages for each of your segments.

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Evaluating PPC for your Business

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Search Volume/Density

Are there enough people in your service area using the web to search for services?

Rural areas can be less effective than urban ones.

Cost

Do you have the budget?

Some kind of campaign can work for every budget but if your overall marketing budget is limited it may be better spent elsewhere.

Time

Do you have the time to BOTH educate yourself & run PPC correctly?

Management & optimization is an ongoing process for PPC.

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The Math - Conversions

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Clicks 200

Cost $3/click = $600

Conversion Rate 5%

Leads 10

Quotes 7

Jobs 5

CPA $120

Revenue $10,000

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Social Mediaan increasingly important

part of the puzzle

Marke)ng is Changing

No Longer An Option

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You Don’t Need to Like It

You Don’t Need to Use It Personally

It is Increasingly Important to Your Business

Priority 1

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• 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

It’s where your customers are.

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Most Effective Social Media Platforms

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It’s Good Old Word of Mouth. Amplified.

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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.

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It’s a must-have Marketing Tool. Use it to:

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Engage with the community & potential customers.

Build Brand Loyalty in current customers.

Show a little personality

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Logo

Description

Name,

Address,

Phone

Photos

Likes

Basic Info

Basic Info

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#1 Grow Your Likes

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Invite your personal Facebook Friends

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#1 Grow Your Likes

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Include Social Buttons prominently on your website.

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#1 Grow Your Likes

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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...

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#2 Take a Bow.

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Educate your fans about the work you do and what makes you special. It’s not bragging if it’s true.

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#3 Be thoughtful about your Page’s Look

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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.

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#4 Advertise

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Brand Ads are an affective and affordable way to get your Page in front of the right people IF properly targeted.

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#4 Advertise

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Promoted Posts are a great way to show off your awesome content to those that don’t Like you yet.

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#4 Third Party Endorsements

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Ask for Recommendations. They come free!

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#5 Follow the Rules of (content) Engagement

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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.

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Share, share alike.

Everyone Likes a little Love, so share other folk’s posts, blogs, sites, and triumphs.

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Use lots of images.

Insert graphs from this post:

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Have fun.

Social networks are inherently social, so interact with your community. Like, comment, share, and try not to take yourself too seriously...

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The Challenge of Contentfor your Site, for Social Media, for your Marketing Materials

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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

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Content “as a system”

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Great Content is

Right in Front of You

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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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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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Energy Efficiency Contracting

Companies Doing it Well

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Your Vehicles: Missed Opportunity?

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Clear & Bold

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Strong Brand Consistency

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Rough Costs

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Logo Revise 750-1000Full Brand Redesign 3500Business Cards 300-500Letterhead 150-500Brochure 600-1000Flyer 250-400Newsletter Template 250Trade Show Pullups 400Vehicle Design 300Vehicle Graphic Small 250Vehicle Graphic Large 2000Lawn Sign 1000-2000

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Email’s Role in the

Marketing Mix

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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

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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

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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

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Make it someone’s responsibilityBalance quality and volume

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Prospects

Customers

The Question of Segmentation

• by Age

• 3 months

• 9 months

• over a year

• by Rank

• Hot

• Warm

• Cold

• by Source

• Home Show

• Referral

• Web

• by Housing Stock

• Old

• Fuel Oil

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Prospects Customers

The Question of Segmentation

• Education about home performance

• Information about your company

• Program & Incentives

• Typical first measures

• Benefits of HP

• Typical Problems

• Emphasis on 2nd phase projects

• Multi-year path to deep reductions

• Annual maintenance & checkups

• Related sales opportunities

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Making Email Perform

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Newsletter Landing Page

-‐>

Have a Clear Purpose

Conversion

Traffic -> Conversion

-‐>

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The All Important Subject LineKeys 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,

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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.”

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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

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Language that Works

Action Words

Call

Buy

Register

Subscribe

Act

Start

Sign Up

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Timing Words

Now

Today

Right Away

Expires

Limited Time

Get Started

Value Words

Free

No Obligation

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Use Landing Pages

Dedicated page with clear objective:

complete the form!

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Landing Page

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Email Types

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Newsletter

Digest

Dedicated

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Measurement

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Key Email Stats

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Statistic Definition Goal

deliverability the % of your emails that actually get to a mailbox, or do not “bounce”

shoot for 95%+, higher is better, watch out for big jumps in bounces

open rate the % of the delivered emails that are actually opened by their recipients

Great - 30%Good - 15-29%

Poor - <15%

click thru (CTR) the % of OPENED emails that received a click from the recipient

Great - >15%Good - 5-15%

Poor - <5%

conversionthe completion of a desired action by an

email recipient - calls, fills out form, follows on social media, sends to a friend

varies based on the required action

unsubscribe/spam report

when an email recipient clicks the “unsubscribe” or “remove from list” link

or reports your message as spam to their ISP

as low as possible! under 1% for

unsubscribe & .1% for spam reports

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Key Email Stats

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Statistic Key Driver How to Improve

deliverability list qualitymaintain your list, remove old email addresses, careful with “spammy”

sounding words like free, offer, credit, etc

open rate subject linekeep it short (45ish characters), be direct, tie first sentence of email into subject line, be compelling

click thru (CTR)

call to action/offeruse a strong call to action & offer, link to your site and not others (usually), offer snippets in email & the rest on your site

conversion landing pagetest landing page versions, use a simple &

short form, tie LP language into your newsletter content

unsubscribe/spam report

relevance, frequency, value don’t send too often, keep the content useful, fresh, & relevant

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Key Email Stats

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Email Report from iContact

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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

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http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578




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Conversion Tracking - URL Builder

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Speaking, Presentations

& Community Outreach

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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.

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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

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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

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Where to Speak

Rotary Clubs

Sustainability Committees

Community Centers

Transition Town Groups

Environmental & Community Groups

Churches

Library Speaker series

Homeowners Associations

Condo Associations

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Business networking groups

Chambers of Commerce

Kiwanis Clubs

Optimist Clubs

Junior Leagues

High school classes (e.g. Physics)

Stores - hardware stores, "green" stores, etc.

Workshops at home shows

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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

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Contact

Peter TroastEnergy Circle

207.847.3644

[email protected]

Twitter: @EnergyCircle

LinkedIn: http://www.linkedin.com/in/petertroast

Energy Circle PRO Blog: www.energycircle.com/pro/blog

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mailto:[email protected]

mailto:[email protected]

http://www.linkedin.com/in/petertroast

http://www.linkedin.com/in/petertroast

http://www.energycircle.com/pro/blog

http://www.energycircle.com/pro/blog

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