The HVAC Contractor as Publisher: Getting Starting in Social Media

Today’s Topic: The Contractor as Publisher: Social Media 101

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

TODAY
How to become the expert in your industry?
6 Steps to Becoming the Leading Home Comfort Expert in Your Region
END with tips on using Twitter and Facebook
Q&A

What Has Social Media Done for Me?

Less than $50,000 in Traditional Advertising Spend

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

2 CHOICES: OR

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

Over 100 blogs, Over 100 Webinars

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

Recommended Tools

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

MORE TIPS IF TIME BONUS

Customer Reviews
Asking for Reviews | Google Profile

Is there someone in charge?
Yes, you need a dedicated community manager – aka “air traffic control” specialist.
At minimum, 15 minutes in the am, 15 minutes at the end of the day.

How do I get more followers?
Tag, Tag, Tag @ and Hashtag
4-1-1 Rule 4 other posts, 1 your post, 1 promotional

Retention/Engagement

Facebook Tip
Share on Facebook, get $XX off this visit.

TAG TAG TAG

Facebook Tips
Test advertising your Facebook page – you can target demos accurately.
Make sure your FB Page is a Page, not a Person (limited to 5,000 fans)
At least daily updates…2-3 is a solid number (throughout the day)
Best Resources: Mari Smith/Social Media Examiner

Thanks and Q&A Joe Pulizzi [email_address] @juntajoe FREE RESOURCE: http://bit.ly/HVAC-Blog COME SEE US AT THE ARZEL ZONING BOOTH #214 #tweetHVAC

http://blog.junta42.com	3372
http://feeds.feedburner.com	94
http://www.frontlinemarketingsystems.com	5
http://translate.googleusercontent.com	4
http://www.netvibes.com	3
https://gophermail.umn.edu	1
http://tweetree.com	1
http://dashboard.bloglines.com	1
http://www.google.ca	1

The HVAC Contractor as Publisher: Getting Starting in Social Media

by Joe Pulizzi on Sep 22, 2011

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The HVAC Contractor as Publisher: Getting Starting in Social Media — Presentation Transcript