The HVAC Contractor as Publisher: Getting Starting in Social Media
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Presentation given at HVAC Comfortech by SocialTract CEO Joe Pulizzi specifically focused on HVACR contractors. The presentation goes through why blogging can be the center of your online marketing and six steps to get started in social media by thinking like a publisher.
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The HVAC Contractor as Publisher: Getting Starting in Social Media
- 1. Today’s Topic: The Contractor as Publisher: Social Media 101
- 6. What Has Social Media Done for Me?
- 7. Less than $50,000 in Traditional Advertising Spend
- 11. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
- 14. 9 of 10 consumers are using the web to make buying decisions Forrester Research
- 15. Looking to Solve Problems
- 17. Marcus Sheridan CEO, River Pools & Spas
- 21. 75,000 visits per month
- 22. Yep, David vs. Goliath is Real
- 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
- 33. Blogs Get More Links
- 34. Blogs Get More Traffic
- 36. Content Wins 67% More Likely to Purchase Custom Content Council
- 37. Conditioned Air – Naples, FL
- 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
- 49. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
- 52. Other Twitter Management Tools
- 53. Klout
- 55. QUESTIONS Log Your Customer #2
- 59. 2 CHOICES: OR
- 61. PUBLISHING HUB Create Your #3
- 65. DISTRIBUTION Focus on Content #4
- 71. Email Newsletter
- 75. CALL TO ACTION Then Focus On The #5
- 80. REPURPOSE Keep the Calendar and #6
- 85. Blogs as PR
- 88. THE Leading Home Comfort Expert in Your Region
- 89. MORE TIPS IF TIME BONUS
- 99. TAG TAG TAG
- 102. 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
Editor's Notes
- 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.
- 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.