The HVAC Contractor as Publisher: Leveraging Social Media with Content
-
Upload
joe-pulizzi -
Category
Business
-
view
1.540 -
download
0
description
Transcript of The HVAC Contractor as Publisher: Leveraging Social Media with Content
![Page 1: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/1.jpg)
Today’s Topic:The Contractoras Publisher:Blogging 101
![Page 2: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/2.jpg)
The leading blogging platform for HVAC/Plumbing Contractors with customers in more than 30 states and Canada.
Joe Pulizzi
![Page 3: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/3.jpg)
Content Marketing
6-8 September, 2011
![Page 4: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/4.jpg)
AGENDA
• The importance of publishing online content.
• What’s working for contractors.• Additional online tips.• Q&A
![Page 5: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/5.jpg)
How Did We Make Buying Decisions 15 YEARS AGO?
![Page 6: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/6.jpg)
Traditional Marketing
![Page 7: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/7.jpg)
800-555-1234AnnoyingSalesperson
Traditional MarketingChallenges
![Page 8: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/8.jpg)
![Page 9: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/9.jpg)
Buying Decisions Today (90%)
![Page 10: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/10.jpg)
Looking to Solve Problems
![Page 11: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/11.jpg)
![Page 12: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/12.jpg)
![Page 13: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/13.jpg)
![Page 14: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/14.jpg)
![Page 15: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/15.jpg)
![Page 16: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/16.jpg)
Hubspot
![Page 17: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/17.jpg)
Hubspot
![Page 18: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/18.jpg)
Blogs Get More Business
![Page 19: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/19.jpg)
4x More Likely to Be Found
![Page 20: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/20.jpg)
![Page 21: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/21.jpg)
![Page 22: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/22.jpg)
Blogs Get More Links
![Page 23: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/23.jpg)
Blogs Get More Traffic
![Page 24: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/24.jpg)
Corporate Brochure-itis
![Page 25: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/25.jpg)
Content Wins
67% More Likely to Purchase
Custom Content Council
![Page 26: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/26.jpg)
Do blogs affect your purchase decisions? (75%)
Hubspot
![Page 27: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/27.jpg)
![Page 28: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/28.jpg)
Why?• Great blog content makes us sound
interesting and positions us as experts• Search engines love blogs• Social media loves blogs• Your customers read blogs• Non-sales touch• Minimal investment compared to outbound
marketing options
![Page 29: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/29.jpg)
Influence Your Customers
SocialCapitalManagement.com
![Page 30: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/30.jpg)
-2010 ACCA Contractor of the Year
Contractor Case Study
![Page 31: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/31.jpg)
![Page 32: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/32.jpg)
![Page 33: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/33.jpg)
Retention/Engagement
![Page 34: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/34.jpg)
Facebook Tip• Share on Facebook, get $XX off this visit.
![Page 35: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/35.jpg)
![Page 36: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/36.jpg)
![Page 37: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/37.jpg)
Google – Jan 25, 2011
• Google now uses social usage of Twitter into search rankings
![Page 38: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/38.jpg)
Positions Contractor as the True Expert
![Page 39: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/39.jpg)
![Page 40: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/40.jpg)
Found in Search
![Page 41: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/41.jpg)
Long-tail Search
![Page 42: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/42.jpg)
According to Theo Etzel“The content from the blog helps us build
relationships with our customers. We need many different types of touches, including content on our website.”
“Marketing is a big bucket where multiple tools reside. Advertising, painted truck schemes, local event sponsorship, are all part of the mix. We believe blogging demands a portion of our budget, especially as younger people become more affluent.”
![Page 43: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/43.jpg)
Measurement• Increase in leads coming into your website• Less customer turnover• Inbound links to your website (from other sites that link to
your content)• Enewsletter signups• Blog alert signups• Shortening of the buying cycle• More customers signing up to service maintenance
agreements• Engagement measures, such as when a customer or
prospect visits three or more pages (those visitors are more likely to buy).
![Page 44: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/44.jpg)
![Page 45: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/45.jpg)
![Page 46: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/46.jpg)
ONLINE TIPS
![Page 47: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/47.jpg)
YOU YOU YOUDon’t Blog about
![Page 48: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/48.jpg)
![Page 49: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/49.jpg)
![Page 50: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/50.jpg)
LISTENING TOOLSUse
![Page 51: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/51.jpg)
FIND Customers’ Pain PointsKEYWORDANALYSIS
![Page 52: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/52.jpg)
Google External Tool
![Page 53: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/53.jpg)
Google Alerts
![Page 54: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/54.jpg)
![Page 55: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/55.jpg)
Twitter Advanced Search
![Page 56: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/56.jpg)
Tweetdeck
![Page 57: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/57.jpg)
![Page 58: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/58.jpg)
CALL TO ACTIONThink first about your
![Page 59: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/59.jpg)
From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,
YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our toolkit• Sign up for our e-newsletter• Request a quote
![Page 60: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/60.jpg)
Multiple Uses
![Page 61: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/61.jpg)
Customer eNewsletter
![Page 62: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/62.jpg)
Blogs as PR
![Page 63: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/63.jpg)
Key Online Tips
![Page 64: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/64.jpg)
Customer Reviews• Asking for Reviews
![Page 65: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/65.jpg)
![Page 66: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/66.jpg)
![Page 67: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/67.jpg)
Video Integration
![Page 68: The HVAC Contractor as Publisher: Leveraging Social Media with Content](https://reader035.fdocuments.net/reader035/viewer/2022081602/5403a1238d7f72294d8b4839/html5/thumbnails/68.jpg)
Joe Pulizzi [email protected]
@juntajoe
Thanks and Q&A
FREE RESOURCE:http://bit.ly/HVAC-Blog
Images Courtesy of Shutterstock