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 Real-World Guide to Social Media for Contractors
- 1. @juntajoe SOCIAL MEDIA: A Real-World Guide for Contractors Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
- 2. @juntajoe What you won’t get in this session…
- 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. @juntajoe
- 5. @juntajoe
- 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. @juntajoe THINKING DIFFERENT • Not paid – participation • Not rending – owning • Communicating human – not corporate • Instantaneous • Open Publishing • Non-interruption – You Need to Be Interesting And, for contractors, right now the play is in SEARCH
- 8. @juntajoe FORGET THE SOCIAL CHANNELS
- 12. @juntajoe
- 13. @juntajoe What happens when you start telling a story?
- 14. @juntajoe The Barriers Are Gone • Content Acceptance • Talent • Technology
- 16. @juntajoe Traditional Marketing Challenges 800-555- 1234 Annoying Salesperso n
- 17. @juntajoe
- 18. @juntajoe
- 19. @juntajoe
- 20. @juntajoe
- 21. @juntajoe Searching for Information Google/Zero Moment of Truth
- 22. @juntajoe Looking to Solve Problems
- 23. @juntajoe
- 24. @juntajoe
- 25. @juntajoe
- 26. @juntajoe
- 27. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation
- 29. @juntajoe
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- 33. @juntajoe
- 34. @juntajoe
- 35. @juntajoe WHY?
- 36. @juntajoe
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- 38. @juntajoe
- 39. @juntajoe Why?
- 40. @juntajoe Marcus Sheridan CEO, River Pools & Spas
- 41. @juntajoe 2007 • $4.5 million in Sales • $250,000 advertising spend
- 42. @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.
- 43. @juntajoe
- 44. @juntajoe 75,000 visits per month
- 45. @juntajoe Yep, David vs. Goliath is Real
- 46. @juntajoe
- 47. @juntajoe Blogs Get More Business
- 48. @juntajoe 4x More Likely to Be Found
- 49. @juntajoe How Many Tickets Do You Have?
- 50. @juntajoe How Many Tickets Do You Have?
- 51. @juntajoe
- 52. @juntajoe
- 53. @juntajoe
- 54. @juntajoe
- 55. @juntajoe
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- 59. @juntajoe
- 60. @juntajoe
- 63. @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
- 64. @juntajoe THE LEADING EXPERT IN YOUR REGION
- 65. @juntajoe
- 67. @juntajoe FIND Customers’ Pain Points KEYWORD ANALYSIS
- 69. @juntajoe
- 70. Google Alerts @juntajoe - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
- 71. @juntajoe
- 72. @juntajoe
- 73. @juntajoe This is Tweetdeck, a Twitter Management Tool IMPORTANT: Follow keywords, # and your brand names
- 74. @juntajoe
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- 89. @juntajoe
- 90. Email Newsletter @juntajoe
- 91. @juntajoe
- 93. @juntajoe
- 94. @juntajoe
- 95. @juntajoe
- 96. @juntajoe 2 YEARS 200 POSTS
- 97. @juntajoe Then Focus On The CALL TO ACTION
- 98. @juntajoe
- 99. @juntajoe
- 100. @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.
- 101. @juntajoe • EMAIL IS CRITICAL
- 102. @juntajoe
- 103. @juntajoe
- 104. @juntajoe
- 105. @juntajoe THE LEADING EXPERT IN YOUR REGION
- 106. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com
- 107. @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…
- 108. @juntajoe November 7-8, 2012 Cleveland, OH November 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
- 109. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH
- 110. @juntajoe
Editor's Notes
- 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.