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@juntajoeSOCIAL MEDIA:  A Real-World Guide    for ContractorsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute a...
@juntajoeWhat you won’t  get in this  session…
@juntajoe          TODAY’S AGENDA•   Move Fast – Over 100+ Slides!•   Brief History of Content Marketing (huh?)•   The Pro...
@juntajoe
@juntajoe
@juntajoe      THINKING DIFFERENT•   Not paid – participation•   Not rending – owning•   Communicating human – not corpora...
@juntajoe          THINKING DIFFERENT    •   Not paid – participation    •   Not rending – owning    •   Communicating hum...
@juntajoe FORGET   THE SOCIALCHANNELS
@juntajoe
@juntajoeWhat happenswhen you starttelling a story?
@juntajoe   The Barriers Are Gone• Content Acceptance• Talent• Technology
@juntajoeTraditional Marketing
@juntajoeTraditional Marketing     Challenges              800-555-              1234              Annoying              S...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeSearching for Information               Google/Zero Moment of Truth
@juntajoeLooking to Solve Problems
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoehttp://bit.ly/2012cmtrends
@juntajoe
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe   Marcus SheridanCEO, River Pools & Spas
@juntajoe                  2007• $4.5 million in Sales• $250,000 advertising spend
@juntajoe                   2007• $4.5 million in Sales• $250,000 advertising spend                   2011• Sold more fibe...
@juntajoe
@juntajoe75,000 visits per month
@juntajoeYep, David vs. Goliath is Real
@juntajoe
@juntajoeBlogs Get More Business
@juntajoe4x More Likely to Be Found
@juntajoeHow Many Tickets Do You Have?
@juntajoeHow Many Tickets Do You Have?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhere’s the Social?
@juntajoePhoto courtesy WebMarketingPros.com
@juntajoe                Why?• Great blog content makes us sound  interesting and positions us as experts• Search engines ...
@juntajoe THE LEADINGEXPERT IN YOUR   REGION
@juntajoe
@juntajoeSet UpLISTENING POSTS
@juntajoeFIND Customers’ Pain Points     KEYWORD     ANALYSIS
@juntajoeGoogle External Tool
@juntajoe
Google Alerts                            @juntajoe- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Bu...
@juntajoe
@juntajoe
@juntajoe   This is Tweetdeck, a Twitter        Management ToolIMPORTANT: Follow keywords, # and your brand names
@juntajoe
@juntajoeLog Your CustomerQUESTIONS
@juntajoe
@juntajoe
@juntajoeCreate YourPUBLISHING HUB
@juntajoe
@juntajoe
@juntajoeDIYMANAGED
@juntajoeFocus on ContentDISTRIBUTION
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Email Newsletter                   @juntajoe
@juntajoe
@juntajoeThe Key IsCONSISTENCY
@juntajoe
@juntajoe
@juntajoe
@juntajoe 2 YEARS200 POSTS
@juntajoeThen Focus On TheCALL TO ACTION
@juntajoe
@juntajoe
@juntajoe        Facebook Ideas• Discounts for following on Facebook.• After service, send customers a note  to follow you...
@juntajoe• EMAIL IS CRITICAL
@juntajoe
@juntajoe
@juntajoe
@juntajoe THE LEADINGEXPERT IN YOUR   REGION
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe• Takes Commitment!• Do It Yourself – Or Outsource.• Still Need Someone INSIDE the organization to  manage your b...
@juntajoe           November 7-8, 2012 Cleveland, OHNovember 15, 2012                    4-5-6 March, 2013  New York, NY  ...
@juntajoe                        Joe Pulizzi    joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVE...
@juntajoe
The Real-World Guide to Social Media for Contractors
The Real-World Guide to Social Media for Contractors
The Real-World Guide to Social Media for Contractors
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The Real-World Guide to Social Media for Contractors

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Presentation given by Joe Pulizzi at Mechanical Systems week (Comfortech) on the strategy behind an effective social media program for HVAC and plumbing contractors. Focuses less on channels and more on how to leverage blogs and social for being found in search.

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  • 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.
  • 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.
  • 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.
  • Transcript of "The Real-World Guide to Social Media for Contractors"

    1. 1. @juntajoeSOCIAL MEDIA: A Real-World Guide for ContractorsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    2. 2. @juntajoeWhat you won’t get in this session…
    3. 3. @juntajoe TODAY’S AGENDA• Move Fast – Over 100+ Slides!• Brief History of Content Marketing (huh?)• The Problem with “What?”• Social Media Starts with Storytelling• Steps to Get Started• Q&A
    4. 4. @juntajoe
    5. 5. @juntajoe
    6. 6. @juntajoe THINKING DIFFERENT• Not paid – participation• Not rending – owning• Communicating human – not corporate• Instantaneous• Open Publishing• Non-interruption – You Need to Be Interesting
    7. 7. @juntajoe THINKING DIFFERENT • Not paid – participation • Not rending – owning • Communicating human – not corporate • Instantaneous • Open Publishing • Non-interruption – You Need to Be InterestingAnd, for contractors, right now the play is in SEARCH
    8. 8. @juntajoe FORGET THE SOCIALCHANNELS
    9. 9. @juntajoe
    10. 10. @juntajoeWhat happenswhen you starttelling a story?
    11. 11. @juntajoe The Barriers Are Gone• Content Acceptance• Talent• Technology
    12. 12. @juntajoeTraditional Marketing
    13. 13. @juntajoeTraditional Marketing Challenges 800-555- 1234 Annoying Salesperso n
    14. 14. @juntajoe
    15. 15. @juntajoe
    16. 16. @juntajoe
    17. 17. @juntajoe
    18. 18. @juntajoeSearching for Information Google/Zero Moment of Truth
    19. 19. @juntajoeLooking to Solve Problems
    20. 20. @juntajoe
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
    25. 25. @juntajoehttp://bit.ly/2012cmtrends
    26. 26. @juntajoe
    27. 27. @juntajoeTHE PROBLEM WITHWHAT?
    28. 28. @juntajoe
    29. 29. @juntajoe
    30. 30. @juntajoe
    31. 31. @juntajoe
    32. 32. @juntajoeWHY?
    33. 33. @juntajoe
    34. 34. @juntajoe
    35. 35. @juntajoe
    36. 36. @juntajoeWhy?
    37. 37. @juntajoe Marcus SheridanCEO, River Pools & Spas
    38. 38. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend
    39. 39. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend 2011• 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.
    40. 40. @juntajoe
    41. 41. @juntajoe75,000 visits per month
    42. 42. @juntajoeYep, David vs. Goliath is Real
    43. 43. @juntajoe
    44. 44. @juntajoeBlogs Get More Business
    45. 45. @juntajoe4x More Likely to Be Found
    46. 46. @juntajoeHow Many Tickets Do You Have?
    47. 47. @juntajoeHow Many Tickets Do You Have?
    48. 48. @juntajoe
    49. 49. @juntajoe
    50. 50. @juntajoe
    51. 51. @juntajoe
    52. 52. @juntajoe
    53. 53. @juntajoe
    54. 54. @juntajoe
    55. 55. @juntajoe
    56. 56. @juntajoe
    57. 57. @juntajoe
    58. 58. @juntajoeWhere’s the Social?
    59. 59. @juntajoePhoto courtesy WebMarketingPros.com
    60. 60. @juntajoe 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
    61. 61. @juntajoe THE LEADINGEXPERT IN YOUR REGION
    62. 62. @juntajoe
    63. 63. @juntajoeSet UpLISTENING POSTS
    64. 64. @juntajoeFIND Customers’ Pain Points KEYWORD ANALYSIS
    65. 65. @juntajoeGoogle External Tool
    66. 66. @juntajoe
    67. 67. Google Alerts @juntajoe- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
    68. 68. @juntajoe
    69. 69. @juntajoe
    70. 70. @juntajoe This is Tweetdeck, a Twitter Management ToolIMPORTANT: Follow keywords, # and your brand names
    71. 71. @juntajoe
    72. 72. @juntajoeLog Your CustomerQUESTIONS
    73. 73. @juntajoe
    74. 74. @juntajoe
    75. 75. @juntajoeCreate YourPUBLISHING HUB
    76. 76. @juntajoe
    77. 77. @juntajoe
    78. 78. @juntajoeDIYMANAGED
    79. 79. @juntajoeFocus on ContentDISTRIBUTION
    80. 80. @juntajoe
    81. 81. @juntajoe
    82. 82. @juntajoe
    83. 83. @juntajoe
    84. 84. @juntajoe
    85. 85. @juntajoe
    86. 86. @juntajoe
    87. 87. Email Newsletter @juntajoe
    88. 88. @juntajoe
    89. 89. @juntajoeThe Key IsCONSISTENCY
    90. 90. @juntajoe
    91. 91. @juntajoe
    92. 92. @juntajoe
    93. 93. @juntajoe 2 YEARS200 POSTS
    94. 94. @juntajoeThen Focus On TheCALL TO ACTION
    95. 95. @juntajoe
    96. 96. @juntajoe
    97. 97. @juntajoe Facebook Ideas• Discounts for following on Facebook.• After service, send customers a note to follow you on Facebook.• Have customers share testimonials on Facebook.
    98. 98. @juntajoe• EMAIL IS CRITICAL
    99. 99. @juntajoe
    100. 100. @juntajoe
    101. 101. @juntajoe
    102. 102. @juntajoe THE LEADINGEXPERT IN YOUR REGION
    103. 103. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
    104. 104. @juntajoe• Takes Commitment!• Do It Yourself – Or Outsource.• Still Need Someone INSIDE the organization to manage your brand on social media.• Assets and Advertising – start converting your thinking now…
    105. 105. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
    106. 106. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH
    107. 107. @juntajoe
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