How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)

The InternetIt’s Changed BusinessHow to Use the Web to DriveLeads and Sales...and Serve Your Customers Shelly Kramer, V3 Integrated Marketing @ShellyKramer

Who Am I? Shelly KramerCEO, V3 Integrated Marketing @shellykramer INTEGRATED MARKETING Vision + Voice + Value

Understand The Web of Today !"#$%&(!)*+(,-*!

TraditionalMarketing DigitalMarketing

Traditional Marketing Print Ads Television Ads Cold Calling Yellow Pages Direct Mail Email Blast

What Is Digital Marketing? Blogs Ebooks White Papers Videos SEO Social Media Webinars Feeds, RSS

Why This Matters

Don’t Take My Word For It Channel 44% Critical or Important 26% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

They Really Like It. Channel Critical or Important 44%Facebook 24% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

I Mean It! Channel Critical or Important 38%Twitter 21% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

Back to Inbound MarketingIt’s really all about just one thing …

Inbound Marketing Costs Less Outbound Ave. Cost Per Lead Inbound is $332 60% lower per lead Inbound Ave. Cost Per Lead $134 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Where do leads come from?

More Budget Dollars Being Allocated to Corporate Blogging 65% 61% 48% 2009 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

% increase in website pages indexed by Google forcompanies that blog over companies that dont blog.! Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

Why Does This Matter? It’s Money, Plain and Simple More Indexed Pages = $Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.!Every 50 to 100 incremental indexed pages can mean double-digit lead growth.!Growth in new leads accelerates significantly oncewebsites achieve 300+ pages indexed by Google .

I’ll Say It Again: Inbound Marketing Works

Let’s Talk Content 27 Million Pieces of online content are shared daily! 1 in 5Social media messages include links to content! 60 Percent of content-sharing messages specific to an industry mention a brand or product by name!

Who’s investing in this?!

Let’s Talk SEO + Content

Let’s Talk SEO + Soc Nets

Let’s TalkFriends

%Of people trust recommendations from peers.! Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

% Of people trust advertisements.!Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

So … How Do I Do This Crap?

1Option Things You Can Do

d n ! ra lf !B se !Y ou r If they can’t find you on the web, they can’t become your customers.

O Ne W dg!!!Kn owle Provide News, Information, Services, Content, Training, Entertainment …. PROVIDE VALUE!!

2Option Video Services

Search EnginesVideo

,(!-.*!(*/#0$!1%23*(-!(*%2/.!*03,0*! 0*4-!-#!5##31*!6,-.!"#$!%&&()! 70,87*!7(*2(!9*2!:#0-.!

Help Customers Get to Know You

Set up a YouTube Page for your Company and Create Video Content

The Impact of a Channel

Videos can also be created for a print and online “Ask the Expert” program.

Videos can bearchived onlineand promoted in a print edition, association newsletter or corporatewebsite or blog.

You’re nodding,aren’t you?

3Option Local SEO Services Owning the LocalMarket is a Big Deal

Learn this, Live it …Is Your Client…

Your Google Image is?!Your Online Identity?Claim It

When they “Google It” who do they find?

Local and Industry Directories?Are you listed in local directories? If not, why not? Directories help people find you. It just makes sense.!

Resources!

4Option Mobile Services

Smartphone penetration continues to rise in allcategories

of businesses have mobile enabled websites

of businesses have never checkedthe appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)

Most websites look fine on a desktop computer…

…or on a laptop.

Most desktop websites werenot designed to be viewedon the small screens ofmobile devices.Fonts can be too small,images are too small,navigation can be clunky,Flash won’t work, lengthypage loads, and the listgoes on and on.

.*%;03(9*/,%1,(-</#:! Can you see this? More importantly, can you use it?

And here’s someone doing it right …..

Percentage of Smartphone owners accessing the Internet or email

Mostly go online using their phone2011 - Pew Research Center Internet & American Life Project.

5Option Social Media

*(+&,!-./&,!012!3(41.56! #78!#=!9*#91*!*49*/-! /#:9%0,*(!-#!.%>*!%!(#/,%1! :*$,%!92*(*0/*!

95&%,52!*(+&,!-./&,!:3;.+<=.>! ?L8! ?@8! A5,)/!! :41.5! BC,5.).>>! DE>4(%.5! B+IE&>&<()! DE>4(%.5! F5(C41!!!!! K#8! G!H(2,42! ?J8!?#72/*@!ABCB!DEFFEGHI!J!KLM!?#/,%1!L*$,%!?-7$&!

People .%(!#>*2!NBB!:,11,#0! 2*3,(-*2*$!7(*2(!

People .%(!#>*2!ABB!:,11,#0! %//#70-(! E>*2!LJ!%&&()!-6**-(!9*2!$%&!

#=!7(*2(!%/2#((!%11!(#/,%1!:*$,%!91%O#2:(! %2*!CN!-#!PB!&*%2(!#=!%3*!

7J!2.,5>!(5!(/.5!QPR!%2*!SP!-#!PT!

We’re a Wired Bunch – And We Participate in Social Media 51 % Higher U:%,1!

M1&)N!41&>!&>!;E>4!O(5!N&/>6!

FindingNew Customersis the greatest challenge for SMBs New Study by Bredin Business Information

Tactics to find new customers ABCB! ABCC! 0.3>&4.! 51% 85% *.,5+1! 38% 74% P&/.(! 20% 54%Source: New Study by Bredin Business Information

Tactics to find new customers ABCB! ABCC! D(EQ()! :R.5>! SF5(EQ()T! - 53% -(3&.! - 49% MC&U.5! 27% 50% V,+.3((N! 43% 65%Source: New Study by Bredin Business Information

Social Media is for Leads and Sales Percentage of companies that have acquired a customer from: Company Blog 63% LinkedIn 39% Facebook 67% Twitter 53% Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Understand the Fundamental Truth: Your #1 Client Is

6Option Your Website….

There’s a right way. And a wrong way to build them. Which one is yours?!

Here’s Why HubSpot’s Tools Rock

June 2011

October 2011

Install Your Analytics, Then Read The #$@ Things!

Oh, the stories they tell …

Old World Way to Reach Customers Banner Website Search Direct Phone Call Center Mail Lead Gen Sales Rep Phone

Old World Way to Reach Customers Direct Marketing = Fire Hose

New World Way to Reach Customers! Y,$*#! X%,$! ?*%2/.! ?#/,%1! WX!"Y! "Y! V%;03! ),$3*- ?,-*(! (! UZL%,1! )*+(,-*! L#+,1*! ?%1*(! V*9! *0! [1#3(! D%11! X2,0-! D*0-*2! E23%0,/! ?*%2/.! [%00*2! F*%$! D#:: 5*0! 70,-&! K,2*/-! :%,1!

New World Way to Reach CustomersBrand Marketing = Envelope them in a Fog

Now,where’s the #$@*% ROI?!

The Key is BENEFITS ort vs. Long Sh Financ ial vs. n-Fina ncial No

Before ROI, You Get This•  Increase in site traffic•  Increase in time spent on site•  Views of a specific landing page, blog post or offer•  Increased follower/like/friend base•  Increase in Share of Voice•  Increase in Positive Sentiment (this means they like you) (more)

And the Payoff …•  Increased revenue•  More leads•  Shorter sales cycles•  Lower customer acquisition costs•  Lower customer service costs•  Lower customer retention costs (Are You Happy Yet?)

ScorecardFinancial Have Revenue/Profits increased? !Financial Have Costs decreased? ! Have consumer attitudes about Brand the brand improved? ! RiskManagement Better prepared to find/respond? ! Has the company enhanced Digital it’s assets? !

“It is not the strongest of thespecies that survives, nor themost intelligent that survives.It is the one that is the mostadaptable to change.” - Charles Darwin

Stalk Me … I don’t bite (normally) NCQ<ABB<APAB! ?.*11&YS,:</#:! 666<>S,:</#:! F,0]*$W0!-6,^*2</#:`(.*11&]2%:*2! =%/*+##]</#:`(.*11&]2%:*2! ?.*11&!K*L#^*!_2%:*2!

INTEGRATED MARKETINGVision + Voice + Value v3im.com

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How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)

by Shelly Kramer on Dec 27, 2011

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How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA) — Presentation Transcript