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Internet Marketing for Roofing Industry-2011

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Internet marketing for small businesses in the trade industry, specially commercial roofers. Presentation given at national sales conference for Duro Last in Orlando, Fl. Jan 2011.

Internet marketing for small businesses in the trade industry, specially commercial roofers. Presentation given at national sales conference for Duro Last in Orlando, Fl. Jan 2011.

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  • within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."
  • It was back in 2006 that some clever people at Blendtec decided to start filming their boss, Tom Dickson, attempting to grind up various household objects and asking one simple question: Will it blend?From camcorders to golf balls and glow sticks to iPhones, a vast range of products have been sliced and diced by the Blendtec blender. Millions of people have watched the videos, either on YouTube or on the company's specially made Will it Blend site, boosting the reputation of the Blendtec brand and bagging the company thousands of valuable links.The Blendtec story is a textbook example of what good viral video marketing should be and the benefits it can bring.
  • Transcript

    • 1. E-Marketing and Social Media For Your Business
      Internet Marketing Tips that Roofers Can Implement Today
      Presented by:
      Hillary Bressler
      Founder, CEO
      .Com Marketing
      A Top 100 Interactive Agency Nationwide
      www.commarketing.com
       1.866.266.6584
    • 2. Dell made over $3 million in revenue through the Dell Outlet account on Twitter.
    • 3.
    • 4. It’s Okay To Be Confused
    • 5.
    • 6.
    • 7.
    • 8.
    • 9. Years to Reach 50 Million Users
      • Radio- 38 Years
      • 10. TV- 13 Years
      • 11. Internet- 4 Years
      • 12. iPod- 3 Years
      • 13. Facebook adds 100 Million Users in 9 months
      “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
    • 14. 78% of consumers trust peer recommendations
      Only 14% trust advertisements
      “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
    • 15. The Fastest Growing
      Segment on Facebook is
      55-65 year old Females
      “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
    • 16. Average user spends more than 55 minutes per day on Facebook
    • 17. 39%
      Of
      all
      mobile
      users
      have smartphones
    • 18. 80% of Twitter updates are on
      mobile devices.
      Imagine what that means for bad customer experiences.
      “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
    • 19. Kim Kardashian gets $10k per tweet
    • 20.
    • 21. Social Media is about
      the relationships
      http://www.flickr.com/photos/sarcastickiss/2612302754/
    • 22. Define
      Your
      Social
      Media
      Strategy
    • 23. “People are communicating more over social networks and to stay relevant you have to be where your customers’ are.”
    • 24.
    • 25. What Can Social Media be Used For?
      Sales
      Brand Marketing
      Customer Service
      Promotions/Events
      Recruiting
      Public Relations
      Reputation Management
      Market Research
      Consumer Education
    • 26. Social Media marketing is 100% about establishing a relationship with customers,
      and less about selling.
      The sales will come to those that wait!
    • 27. Sprinkles Cupcakes
      Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a free cupcake. They have 133,000 fans.
    • 28.
    • 29. Top Roofers on Twitter
    • 30. Twitter Exclusive Coupons
      Twitter-exclusive coupons for customers to print out and redeem at store.
      Twitter coupon campaigns brought
      in 68.60% of total
      dollar sales.
    • 31. Tracking Sales
      Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.
    • 32.
    • 33.
    • 34.
    • 35.
    • 36. Customer Service
    • 37.
    • 38. Frank Eliason
      Comcast’s Twitter Man
      “I think it's safe to call Comcast's
      Frank Eliason the most famous
      customer service manager
      in the U.S., possibly in the world.”
      • Business Week Jan 2009
    • 39.
    • 40. File
    • 41.
    • 42. Negative Effects on United from Social Media
      Over 8.5 million views
      Stock prices dip 10% resulting in $180 million
      Appeared on ABC’s The View
      Time Magazine’s Top Viral Video’s of 2009
      2 more videos to be produced
      As of 5/29/10
    • 43.
    • 44. File
    • 45.
    • 46. Positive of Social Media
      Budget of $50 to start
      Over 134 million views
      700% increase in sales
      As of 5/29/10
    • 47.
    • 48. Example of Web Video of Roofing Company
    • 49. Using Linked In for
      Business to Business
    • 50. Company Profile
      Improve your
      Company
      Profile page
    • 51. Join Industry Groups
    • 52. Linked In Groups
    • 53.
    • 54. Social Media Challenges
      It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)
      It is not “free”
      It is difficult to monetize
    • 55. Social Media Tips
      Register all Names
      namechk.com
    • 56. Find a focus and identify the goals
      Create relevant content
      Become an indispensable source of information
      Social Media Tips
    • 57. Jump in and familiarize yourself in using social networking, even if you have to do it first in your personal life.
      Get the support and buy-in of everyone in the company
      Social Media Tips
    • 58. Take time to understand your customers: what communication style works best
      Start slowly, listen and take small steps: take the time to understand each social network
      Take chances: test new initiatives, content, conversation starters and offers
      Social Media Tips
    • 59.
    • 60. Dealing with Bad Reviews
    • 61. Dealing with complaints
      Address negative comments very quickly.
      Have a process in place to resolve the issue directly.
      The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.
      It is a chance to turn someone into an ambassador of the brand.
    • 62. This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more real and authentic. This is a good example of how a company responded to show they care.
    • 63. Facebook Tips To Drive Fans
      http://www.facebook.com/facebook-widgets/
    • 64. Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their Facebook page.
    • 65. Simple offline marketing to drive fans by giving benefits to join.
    • 66. This is my email signature. Have every employee put an email signature that promotes your social media pages.
    • 67. How To Make A Facebook Vanity URL
      www.facebook.com/#!/Commarketing?ref=ts
      www.facebook.com/commarketing
      www.facebook.com/username
    • 68. Email Marketing
    • 69. Not news that marketers increasing focus on social and mobile—but email, too
    • 70. Top Three Reasons for Email Marketing
      1.) 91% of the online population uses email, most everyday.
      2.) Email usage is consistent across age groups with the lowest penetration among the very young (12-17 years) and very old (73+)
    • 71. 3.) 67% of adults in North America say they prefer e-mail for business communications and 47% of permission email recipients made a purchase in the past year because of it.
    • 72. Email marketing has one of the highest ROIs of any tactic, compare:
      • E-mail ROI per $1 US spent: $51.45
      • 73. Print catalogs: $7.20
      • 74. Non-E-mail Internet marketing: $21.08
    • 75. Opt-in email creates higher customer engagement than social or mobile alone—but together…
    • 76. Tip: Sign Up
    • 77. Types of Email
      Newsletter
      Promotional
    • 78. Types of Email
      Coupon
      Welcome/Thank You
    • 79. Types of Email
      Event/Social
      Holiday
    • 80. Best Practices
    • 81.
    • 82.
    • 83. 44% of respondents view emails in the preview pane; 80% use the bottom or side view.
    • 84. Delivery rates – average 94.1%
      Open rates – 22.1%
      Click through rates – 6.1%
      Q1 2009 data
    • 85.
    • 86.
    • 87.
    • 88. What People Want
      • Typically money in some form (discount, free, deals)
      • 89. Inside info, news, previews, access (feel special)
      • 90. B2B content: case studies, white papers, webinars (cover topics target audience most interested in)
      • 91. Direct communication with a company decision-maker
    • 11% of users check email on
      a mobile device
    • 92. E-Marketer Opportunities
      Test your email sends; 27% do.
      Things to test include: subject lines, calls to action, design, timing, day of week, time of day.
      Best time of day is mid-day or start of day; best day of week is Tuesday.
    • 93. E-Marketer Opportunities
      Data shows that shorter subject lines generate higher open rates.
    • 94. Email Service Providers
      Constant Contact
      Mail Chimp
    • 95. Expected Costs
      Website- $3,000-$25,000
      Mobile Site- $2,000- $50,000
      Social Media Strategy- $2,500- $10,000
      SEO- $2,000- $4,000/month
      Pay Per Click- 20% of spend
      Universal Listing- $500
      Email Design- $800- $1,500
    • 96.
    • 97.
    • 98. “ Squeeze out every click from the search engines before you move on to anything else.”
      -Hillary Bressler- CEO/Founder of .Com Marketing
      92
      Rule of Thumb
    • 99. 93
      Search Dominance!
    • 100. Top Keywords
    • 101. Roofing Contractor
    • 102. Dominating your brand
      and having control of
      each posting
      is the true
      SEO + SMO = Amplified Rankings
      I dominate and control my “Personal brand”….that is easy, as there are only 3 Hillary Bressler’s in the USA.
    • 103. Target Corporation dominates their
      brand for a keyword that
      has many different
      meanings.
      97
    • 104.
    • 105.
    • 106.
    • 107.
    • 108.
    • 109.
    • 110.
    • 111.
    • 112.
    • 113. Top 3 Citation Sites
      www.insiderpages.com
      www.superpages.com
      www.yelp.com
      • Angie’s List
      Judy’s Book
    • 114. Hillary Bressler
      CEO/Founder of .Com Marketing
      Email: bressler@commarketing.com
      Web: www.commarketing.com
      Phone: 407.774.4604 ext 203
      @commarketing
      @hillarybressler
      Find My Presentation Today!
      www.slideshare.net/hillarybressler