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WaterFurnace International Online Marketing Case Study
 

WaterFurnace International Online Marketing Case Study

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Tim Litton, Director of Marketing for WaterFurnace International, Inc., presents an online marketing case study of how they effectively used technology to market geothermal systems.

Tim Litton, Director of Marketing for WaterFurnace International, Inc., presents an online marketing case study of how they effectively used technology to market geothermal systems.

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    WaterFurnace International Online Marketing Case Study WaterFurnace International Online Marketing Case Study Presentation Transcript

    • Tim Litton
      Director of Marketing
      WaterFurnace International
      Twitter.com/timlitton
      Linkedin.com/in/timlitton
    • The Internet is essential to any modern business
    • 80%
    • 67%
    • Very few ever make it to the second page
    • To compete, local businesses must have a professional online presence that ranks well with Google.
    • As Google gives greater priority to local results, companies that want to stay visible must provide dealers/franchises with the SEO tools to succeed.
    • Typically Two types of customers
      Hands-on Technicians Active Marketers
    • Typically Two types of customers
      Hands-on Technicians
      • Experts on product
      • Comfortable with servicing and installing equipment
      • Limited website or no website at all
    • Typically Two types of customers
      Hands-on Technicians Challenges
      • No geothermal information online
      • Not comfortable with creating or maintaining a website
      • Don’t have time or money to have someone create site from scratch
    • Typically Two types of customers
      Hands-on Technicians Challenges
      • Local web guy doesn’t understand geothermal and offers limited copywriting
      • Challenging to keep on top of constantly evolving product information
    • Typically Two types of customers
      Active marketers
      • Comfortable with marketing tools and activities
      • Comfortable with new technology
      • Have a website
    • Typically Two types of customers
      Active marketers challenges
      • Usually have limited geothermal information
      • Lead time and cost is high for website updates
      • A quality business website is expensive
    • Typically Two types of customers
      Active marketers challenges
      • Traditionalagencies have a hard time understanding geo
      • Challenging to keep on top of constantly evolving product information
    • Corporate
      Corporatechallenges
      • Little control over dealer/franchise messaging
      • Little control over visual representation of your brand
      • No insight into performance of websites (leads, traffic)
    • WaterFurnace Dealer Websites
      • Partnered with Cirrus ABS
      • Goal: Provide powerful choices at a fair price
      • Built for SEO
      • Address the needs of both businesses
    • Solutions for both types of businesses
      Active Marketer
      • Dedicated geothermal information
      • Content easily and quickly updated by corporate
      • Pictures and copy are customizable to reflect dealer brand
    • If you can edit a Word document, you can edit your website.
    • Solutions for both types of businesses
      Active Marketer
      • Personalizationis rewarded by search engines
      • Affordable - Start at $50/mo
    • Solutions for both types of businesses
      Active Marketer
      • Dedicated geothermal information
      • Content easily and quickly updated by corporate
      • Pictures and copy are customizable to reflect dealer brand
    • Solutions for corporate
      Corporate
      • Create initial messaging and images
      • Eliminates obsolete or out-of-date information in the wild
      • Easy communication of promotions
    • Track dealer
      performance with
      built-in analytics
    • New templates are added periodically
      Switch easily between looks
    • Paid Search & Call Tracking Options available for one low price
    • Paid Search
      • Create ads for Google, Bing or Yahoo to drive more leads to local site.
      • Provides immediate traffic for keywords which your website may not be optimized for
      • Ads are tested and refined
      • Administration by experts at Cirrus
    • Call Tracking
      • 5 numbers Included in your Paid Search
      • Provide metric data on activities
      • Assign each number to a different medium (Print, TV, Radio, etc.)
    • No other manufacturer provides a solution with this much control and that’s easy to update
      Make changes on your own, when you want them!
    • Results:
      • To date almost 230 dealers have signed up for the program.
      • Sites are reviewed for keyword rankings monthly
      • City Name + geothermal searched in Google and the results are recorded.
    • Results:
      • Currently, more than of 60% of primary target cities appear on the first page of Google.
      • Almost 1/3 of participating companies are the first organic result
      • WaterFurnace dealers are targeting 2500+ unique cities
      • First page results for over 1800+ cities
    • Geothermal Solutions
      • 39 days old
      • 13 of 20 cities were the 1st organic result
      • 19 of 20 cities were on the 1st page (95%)
    • Geothermal Solutions has said that for their previous site, they were told a customer had found them online only 3 or 4 times over 3 years. They’ve been found more online in the last 39 days than in 3 years of their previous site.
    • Summary:
      • As Google gives increasing priority to local search, companies must provide dealers/franchises SEO tools in order to maximize visibility
      • Win market share by saturating 1st page results
      • Gain insight on performance of marketing tools - givecustomers tools to determine short term (simple) ROI
      • Have better control over how your brand is portrayed
    • Thank You!