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

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Presentation from SocialTract CEO Joe Pulizzi specifically for HVACR Contractors (Lennox Dealers) on the 6 ways to get started in social media, with an emphasis on blogging.

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  • Very useful presentation, I was looking on how to integrate my social networks and my site. Thank you for posting this. Levine and Sons http://www.levineandsons.com
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  • SCRIPT Welcome to SocialTract If you are viewing this demo – you are an HVACR contractor/owner or a marketing professional looking to grow your business by leveraging the Internet. Over the next few minutes, we’ll show you how with SocialTract.
  • SCRIPT Welcome to SocialTract If you are viewing this demo – you are an HVACR contractor/owner or a marketing professional looking to grow your business by leveraging the Internet. Over the next few minutes, we’ll show you how with SocialTract.
  • Before consumers make a buying decision, they go online, either to find vendors or to confirm a purchase.
  • The more you blog, the more business you get (according to a Hubspot survey)
  • More opportunity to be found in search engines.
  • Think of online content like the lottery…the more tickets you have, the more opportunity for your customers to find you.
  • More tickets = more opportunities.
  • More people link to your content from other sites.
  • More web traffic.
  • PROBLEM…most dealer sites have the exact same information on them…what makes you different from the others???
  • According to the Custom Content Council, companies that provide helpful information as part of their marketing are 60% more likely to get the sale versus those that do not provide valuable information.
  • So, the idea is simple then. Create really valuable content, syndicated in a variety of ways (found in search engines and social media) to attract and retain customers.
  • DIRECTION The Magnet blog then pushes out to FB, Twitter and LinkedIN. SCRIPT Next, we set up your social networking identities on Facebook, Twitter and LinkedIN, and connect them to your blog site. Those become your outposts – places where we can spread our great content and drive customers to your blog site.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • SocialTract is first a blogging service for HVAC dealers. We develop a custom content plan for them based on their products/services and expertise areas. We create their own custom blog based on their branding, set up their Twitter, Facebook and LinkedIn accounts, and in 30 days we begin blogging for/with them – 2 blog posts per week every week – which results in over 100 posts over a 12 month period. That’s 100 additional ways that customers can find and share their content.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Social Media and HVAC Contractors: 6 Ways to Get Started (Blogging)

    1. Approved Vendor for Dave Lennox Premier Dealers The Contractor as Publisher: 6 Steps to Social Media The presentation will begin shortly.
    2. The Contractor as Publisher: 6 Steps to Social Media Approved Vendor for Dave Lennox Premier Dealers
    3. <ul><li>The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada. </li></ul>Joe Pulizzi
    4.  
    5. Housekeeping <ul><li>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. </li></ul><ul><li>Any technical issues, please type those in and we’ll get to them. </li></ul><ul><li>About 45 minute presentation with the rest for Q&A. </li></ul>
    6. TODAY <ul><li>How do you become the expert in your industry? </li></ul><ul><li>Do people really read blogs and does it matter? </li></ul><ul><li>6 Steps to Becoming the Leading Home Comfort Expert in Your Region </li></ul><ul><li>Q&A </li></ul>
    7. What Has Social Media Done for Me?
    8. <ul><li>FORGET What You Know About Social Media </li></ul>
    9.  
    10. Traditional Marketing
    11. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    12.  
    13.  
    14. 9 of 10 consumers are using the web to make buying decisions Forrester Research
    15. Looking to Solve Problems
    16.  
    17. Marcus Sheridan CEO, River Pools & Spas
    18. 2007 <ul><li>$4.5 million in Sales </li></ul><ul><li>$250,000 advertising spend </li></ul>
    19. 2007 <ul><li>$4.5 million in Sales </li></ul><ul><li>$250,000 advertising spend </li></ul><ul><li>Sold more fiberglass swimming pools than any other pool retailer in North America. </li></ul><ul><li>$40,000 in advertising spend </li></ul><ul><li>Won 15% more bids </li></ul><ul><li>Cut sales cycle in half. </li></ul>2010
    20.  
    21. 75,000 visits per month
    22. Yep, David vs. Goliath is Real
    23.  
    24. Hubspot 90% of Consumers
    25. Hubspot Over 70%
    26. Blogs Get More Business
    27. 4x More Likely to Be Found
    28. How Many Tickets Do You Have?
    29. How Many Tickets Do You Have?
    30. BEFORE AFTER 3 MONTHS
    31.  
    32.  
    33. Blogs Get More Links
    34. Blogs Get More Traffic
    35. Corporate Brochure-itis
    36. Content Wins 67% More Likely to Purchase Custom Content Council
    37. Conditioned Air – Naples, FL
    38.  
    39.  
    40. Why? <ul><li>Great blog content makes us sound interesting and positions us as experts </li></ul><ul><li>Search engines love blogs </li></ul><ul><li>Social media loves blogs </li></ul><ul><li>Your customers read blogs </li></ul><ul><li>Non-sales touch </li></ul><ul><li>Minimal investment compared to outbound marketing options </li></ul>
    41. THE Leading Home Comfort Expert in Your Region
    42. Influence Your Customers SocialCapitalManagement.com
    43. Search Engine Optimization Lead Generation Social Media STORYTELLING
    44. 6 Steps to Get Started
    45. LISTENING POSTS Set Up #1
    46. FIND Customers’ Pain Points KEYWORD ANALYSIS
    47. Google External Tool
    48.  
    49. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
    50. Twitter Advanced Search
    51. This is Tweetdeck, a Twitter Management Tool <ul><li>IMPORTANT: Follow keywords, # and your brand names </li></ul>
    52. Other Twitter Management Tools
    53. QUESTIONS Log Your Customer #2
    54. https://freekeywords.wordtracker.com/keyword-questions
    55.  
    56.  
    57.  
    58. PUBLISHING HUB Create Your #3
    59.  
    60.  
    61.  
    62. DISTRIBUTION Focus on Content #4
    63. Google – Jan 25, 2011 <ul><li>Google now uses social usage of Twitter into search rankings </li></ul>
    64.  
    65.  
    66.  
    67.  
    68. Email Newsletter
    69. Blog Commenting <ul><li>Where are your customers hanging out? </li></ul><ul><li>Local association blogs </li></ul><ul><li>Local media sites </li></ul><ul><li>Other home service blogs </li></ul><ul><li>Manufacturer blogs </li></ul>
    70. CALL TO ACTION Then Focus On The #5
    71.  
    72.  
    73.  
    74. REPURPOSE Keep the Calendar and #6
    75. <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (Customer Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>A Schedule
    76. Customer eNewsletter
    77. Blogs as PR
    78.  
    79. THE Leading Home Comfort Expert in Your Region
    80. In Summary – THE LAST SLIDE <ul><li>Takes Commitment! </li></ul><ul><li>Do It Yourself – Or Outsource. </li></ul><ul><li>Still Need Someone INSIDE the organization to manage your brand on social media. </li></ul><ul><li>Assets over Advertising – start converting your thinking now… </li></ul>
    81. 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/

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