The HVAC Contractor as Publisher: Leveraging Social Media with Content

Today’s Topic: The Contractor as Publisher: Blogging 101

The leading blogging platform for HVAC/Plumbing Contractors with customers in more than 30 states and Canada.
Joe Pulizzi

Content Marketing 6-8 September, 2011

AGENDA
The importance of publishing online content.
What’s working for contractors.
Additional online tips.
Q&A

How Did We Make Buying Decisions 15 YEARS AGO?

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying Salesperson

Buying Decisions Today (90%)

Looking to Solve Problems

Hubspot

Blogs Get More Business

4x More Likely to Be Found

Blogs Get More Links

Blogs Get More Traffic

Corporate Brochure-itis

Content Wins 67% More Likely to Purchase Custom Content Council

Do blogs affect your purchase decisions? (75%) Hubspot

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

Influence Your Customers SocialCapitalManagement.com

Contractor Case Study
2010 ACCA Contractor of the Year

Retention/Engagement

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

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

Positions Contractor as the True Expert

Found in Search

Long-tail Search

According to Theo Etzel “ The content from the blog helps us build relationships with our customers. We need many different types of touches, including content on our website.” “ Marketing is a big bucket where multiple tools reside. Advertising, painted truck schemes, local event sponsorship, are all part of the mix. We believe blogging demands a portion of our budget, especially as younger people become more affluent.”

Measurement
Increase in leads coming into your website
Less customer turnover
Inbound links to your website (from other sites that link to your content)
Enewsletter signups
Blog alert signups
Shortening of the buying cycle
More customers signing up to service maintenance agreements
Engagement measures, such as when a customer or prospect visits three or more pages (those visitors are more likely to buy).

ONLINE TIPS

YOU YOU YOU Don’t Blog about

LISTENING TOOLS Use

FIND Customers’ Pain Points KEYWORD ANALYSIS

Google External Tool

Google Alerts

Twitter Advanced Search

Tweetdeck

CALL TO ACTION Think first about your

From Debbie Weil
Download our white paper
Join us on Twitter, Facebook, LinkedIn, YouTube, etc.
Ask us a question
Download our e-book
Sign up for our free webinar
Request our toolkit
Sign up for our e-newsletter
Request a quote

Multiple Uses

Customer eNewsletter

Blogs as PR

Key Online Tips

Customer Reviews
Asking for Reviews

Video Integration

Thanks and Q&A Joe Pulizzi [email_address] @juntajoe FREE RESOURCE: http://bit.ly/HVAC-Blog Images Courtesy of Shutterstock

The HVAC Contractor as Publisher: Leveraging Social Media with Content

by Joe Pulizzi on Apr 15, 2011

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The HVAC Contractor as Publisher: Leveraging Social Media with Content — Presentation Transcript