Social Media and HVAC Contractors: 6 Ways to Get Started (Blogging)

Approved Vendor for Dave Lennox Premier Dealers The Contractor as Publisher: 6 Steps to Social Media The presentation will begin shortly.

The Contractor as Publisher: 6 Steps to Social Media Approved Vendor for Dave Lennox Premier Dealers

The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada.
Joe Pulizzi

Housekeeping
If you have a question, please type it in the chat window. We will try get to your questions. Go ahead and type in your questions as you go.
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About 45 minute presentation with the rest for Q&A.

TODAY
How do you become the expert in your industry?
Do people really read blogs and does it matter?
6 Steps to Becoming the Leading Home Comfort Expert in Your Region
Q&A

What Has Social Media Done for Me?

FORGET What You Know About Social Media

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying Salesperson

9 of 10 consumers are using the web to make buying decisions Forrester Research

Looking to Solve Problems

Marcus Sheridan CEO, River Pools & Spas

2007
$4.5 million in Sales
$250,000 advertising spend

2007
$4.5 million in Sales
$250,000 advertising spend
Sold more fiberglass swimming pools than any other pool retailer in North America.
$40,000 in advertising spend
Won 15% more bids
Cut sales cycle in half.
2010

75,000 visits per month

Yep, David vs. Goliath is Real

Hubspot 90% of Consumers

Hubspot Over 70%

Blogs Get More Business

4x More Likely to Be Found

How Many Tickets Do You Have?

BEFORE AFTER 3 MONTHS

Blogs Get More Links

Blogs Get More Traffic

Corporate Brochure-itis

Content Wins 67% More Likely to Purchase Custom Content Council

Conditioned Air – Naples, FL

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

THE Leading Home Comfort Expert in Your Region

Influence Your Customers SocialCapitalManagement.com

Search Engine Optimization Lead Generation Social Media STORYTELLING

6 Steps to Get Started

LISTENING POSTS Set Up #1

FIND Customers’ Pain Points KEYWORD ANALYSIS

Google External Tool

Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List

Twitter Advanced Search

This is Tweetdeck, a Twitter Management Tool
IMPORTANT: Follow keywords, # and your brand names

Other Twitter Management Tools

QUESTIONS Log Your Customer #2

https://freekeywords.wordtracker.com/keyword-questions

PUBLISHING HUB Create Your #3

DISTRIBUTION Focus on Content #4

Google – Jan 25, 2011
Google now uses social usage of Twitter into search rankings

Email Newsletter

Blog Commenting
Where are your customers hanging out?
Local association blogs
Local media sites
Other home service blogs
Manufacturer blogs

CALL TO ACTION Then Focus On The #5

REPURPOSE Keep the Calendar and #6

1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (Customer Event)
1=Yearly (Large Research Project)
A Schedule

Customer eNewsletter

Blogs as PR

THE Leading Home Comfort Expert in Your Region

In Summary – THE LAST SLIDE
Takes Commitment!
Do It Yourself – Or Outsource.
Still Need Someone INSIDE the organization to manage your brand on social media.
Assets over Advertising – start converting your thinking now…

Thanks and Q&A Note: SocialTract program pricing for Dave Lennox Premier Dealers will be increasing effective Jan 1, 2012. Contact: Jim McDermott [email_address] 910-673-5917 END OF YEAR SPECIAL LENNOX WILL COVER YOUR SETUP FEE ($750 value) SIGN UP FOR MORE INFORMATION AT http://socialtract.com/lennox/

Social Media and HVAC Contractors: 6 Ways to Get Started (Blogging)

by Joe Pulizzi on Dec 07, 2011

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Social Media and HVAC Contractors: 6 Ways to Get Started (Blogging) — Presentation Transcript