Peter Troast's Marketing Bootcamp Presentation at Better Buildings 2014, Wisconsin Dells, WI

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Peter Troast's Marketing Bootcamp Presentation at Better Buildings 2014, Wisconsin Dells, WI

  1. 1. Marketing Bootcamp Better Buildings, Better Business Conference March 6, 2014
  2. 2. Peter Troast Founder/CEO of Energy Circle Energy Circle PRO Web platform & marketing services for home performance, HVAC, insulation contractors and auditors in 47 states Aggregate data from pool of 300 opted in companies Linked In: Peter Troast Twitter: @EnergyCircle G+: Energy Circle Facebook: Energy Circle !2
  3. 3. The Energy Circle Sandbox 300+ Home Performance Businesses auditors/raters, HP contractors, builders/remodelers, HVAC, nonprofits, architects 49* States 1.8 Million Web Visitors Thousands of Leads $300+ million in Home Performance Work Lots and lots of experiments !3
  4. 4. Energy Circle PRO Blog/Newsletter DATE !4
  5. 5. 1 EVER CHANGING WORLD OF SEARCH 2 CONTENT FOR THE WIN 3 MAKING YOUR WEBSITE PERFORM 4 KNOW YOUR NUMBERS 5 WRANGLING GOOGLE PLUS 6 THE RISE OF 3RD PARTY REVIEWS 7 WHAT TO DO ABOUT SOCIAL MEDIA !5 8 BUILDING A LEAD GEN MACHINE !5
  6. 6. ! ! Marketing is Changing duh !7
  7. 7. Noisy World
  8. 8. 200 Million
  9. 9. Peak
  10. 10. Google is the New Yellow Pages DATE !15
  11. 11. Business to Business DATE !17
  12. 12. Business to Consumer DATE !18
  13. 13. Balancing B2B to B2C Approaches Type New Construction Primary Targets Builders Architects Some homeowners Tactics 1 to 1 Mktg Relationships !19
  14. 14. Balancing B2B to B2C Approaches Type New Construction Primary Targets Builders Architects Some homeowners ! Retrofit Homeowners Remodelers HP Contractors HVAC Contractors ! Tactics 1 to 1 Mktg Relationships Advertising Branding Web Search Search Optimization Guerrilla Vehicles Direct Mail Email Community Outreach !20
  15. 15. Yesterday’s Marketing Mix 10% Yellow Pages Direct Mail Referral Program Home Shows Unknown 8% 8% 44% 31% !21
  16. 16. Today’s Marketing Mix 1% 15% Organic Web Paid Web Direct Mail Social Media Print Ads Public Relations Directories Email Home Shows Community Open Houses Past Customers Referral Program Lead Gen 12% 4% 13% 8% 3% 7% 11% 3% 3% 1% 3% 16% !22
  17. 17. The New Marketing Landscape Old & Dying Old & Living New & Thriving ! ! ! Word of Mouth Vehicles Lawn Signs Direct Mail Door Hangers Presentations Home Shows Open Houses Lead Gen Primary Website Google+ Local Organic Search Paid Search Online Display Facebook Twitter Email Newsletters Yellow Pages Print TV Telemarketing Radio ! ! ! !23
  18. 18. The New Marketing Landscape Old & Dying Old & Living New & Thriving ! ! ! Word of Mouth Vehicles Lawn Signs Direct Mail Door Hangers Presentations Home Shows Open Houses Lead Gen Primary Website Google+ Local Organic Search Paid Search Online Display Facebook Twitter Email Newsletters Yellow Pages Print TV Telemarketing Radio High Commitment High Cost High Risk ! ! ! Low Commitment Modest Cost Low Risk !24
  19. 19. 1 ! EVER CHANGING WORLD OF SEARCH !25
  20. 20. Understanding Search Context + Authority + Social Signals DATE
  21. 21. Understanding Search Context Site Content + Authority Incoming Links + Social Signals Spreading DATE
  22. 22. Google Paid Organic Google Local Google Paid
  23. 23. Let’s Focus on the Content Leg Context Site Content + Authority Incoming Links + Social Signals Spreading DATE
  24. 24. ! ! Winning Search Requires Content but what content specifically? !31
  25. 25. Understanding Keyword Volumes home energy 246000 solar energy 550000 renewable energy 450000 wind power 301000 energy efficiency 301000 18100 home performance 0 120000 240000 360000 480000 600000 Data from Google External Keyword Tool on 11.14.12 !32
  26. 26. Understanding Keyword Volumes Green Building 165000 Sustainable Building 74000 Green Construction 40500 Green Homes 301000 4400 Green Remodeling 165000 Building Green 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 11.14.12 !33
  27. 27. Keyword Volumes: Audit Energy Rating 22000 Energy Assessment 8100 Energy Audit Energy Evaluation 60500 0 49500 Energy Auditor 33100 Energy Auditing 0 14000 28000 42000 56000 70000 Data from Google Adwords Planner on 11.14.13 !34
  28. 28. Keyword Volumes: the “Work” home performance 18100 energy retrofit 4400 weatherization 49500 energy audit 60500 6600 energy upgrade 480 deep energy retrofit 0 14000 28000 42000 56000 70000 Data from Google Adwords Planner on 11.14.13 !35
  29. 29. Keyword Volumes: Major Services home performance 18100 energy retrofit 4400 weatherization 49500 heating & AC 450000 1500000 insulation 49500 energy audit 0 320000 640000 960000 1280000 1600000 Data from Google Adwords Planner on 11.14.13 !36
  30. 30. Keyword Volumes: Insulation Category attic insulation 60500 spray foam 135000 foam insulation 165000 Soundproofing 110000 cellulose insulation 22200 blown in insulation 33100 40500 wall insulation 22200 basement insulation 40500 fiberglass insulation 0 36000 72000 108000 144000 180000 Data from Google Adwords Planner on 11.14.13 !37
  31. 31. Top 10 by Volume & Intent Local Intent Buying Intent Energy Audit $ Insulation - Service $ Home Energy Efficiency Wet Basement Insulations - Rooms of House $ Insulation - Materials Furnace $ Program/Rebate/Credit $ Windows $ Home Heating/Cooling $ DATE !38
  32. 32. The Long Tail Concept (Insulation) Rooms of House Insulation Types Insulation Service ! ! ! Attic Insulation Basement Insulation Wall Insulation Roof Insulation Home Insulation Soundproofing Foam Insulation Spray Foam Spray Insulation Closed Cell Open Cell Polyurethane Fiberglass Batt Insulation Blanket Insulation Cellulose Insulation Blown Insulation Blown In ! ! Insulation Contractor Insulation Installer Insulation Service Insulation Supplier Foam Contractor Etc !39
  33. 33. Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal !40
  34. 34. Google Insights for Search http://www.google.com/insights/search/ !41
  35. 35. Hummingbird--What the.....? What: Google algorithm update Named for “precise and fast” “Biggest overhaul to search engine since 2009” Conversational search When: Last Summer ~August 20 Impact: None that we’ve seen DATE !42
  36. 36. Conversational Search “energy efficient furnace” vs “how do you determine if a furnace is efficient?” DATE !43
  37. 37. Thinking About Conversational Search What is the best type of insulation? How do I fix a wet basement? What is the best way to test the air in my house? How can I save on energy costs? What is a blower door test? How much does an energy audit cost? !44
  38. 38. 2 ! CONTENT FOR THE WIN !45
  39. 39. Two Pillars of Content The Foundation Home Page About Us All Your Services Call to Action/ Contact Ongoing Blogs Edits Photos Case Studies Testimonials ! ! ! ! !46
  40. 40. The Power of Organic Traffic DATE !47
  41. 41. Most Important: Your Services Content • Top Performing Pages in Search • Ideally, pages for all your major services • Audits and Ratings • Green Building Certification • Energy Efficient Renovations • Net Zero Buildings • Cellulose Insulation • Spray Foam Insulation • Air Sealing • Furnace Repair !48
  42. 42. Ideally: Dedicated Pages for Key Services Logical, Clear Structure Consulting Services Ratings Code Compliance LEED Energy Audits !49
  43. 43. Authority Google Loves Content !50
  44. 44. Everything Counts Short blog or news post Long blog or news post New Testimonial New Case Study New Service Description New Gallery Adding a Paragraph to an Existing Page Adding Photos Questions & Answers !51
  45. 45. ! ! Great Content is Right in Front of You !52
  46. 46. Generating Content If someone’s wasting money in a house you visit, write about it.
  47. 47. Put Your Photos to Work
  48. 48. !55
  49. 49. Content: What’s This? DATE
  50. 50. Content: Project Photo Albums DATE
  51. 51. Content: YouTube Videos DATE
  52. 52. Content “as a system” DATE
  53. 53. 3 ! MAKING YOUR WEBSITE PERFORM !60
  54. 54. Design Usability Structure Navigation User Interface Speed ! Conversion Content SEO !61
  55. 55. The Most Important Question… ! ! Who is Your Website For? !62
  56. 56. A User-Centric Website Target Needs Goal Homeowner Looking for an Energy Audit What is it? How long will it take? How much cost? What do I get out of it? 1. Read your Audit Page Homeowner with a Kid with Asthma House making us sick? Do we have mold? How will you test? What are the solutions? Builder Looking for an Energy Consultant What the hell are these requirements? What’s this going to cost? 2. Call or Signup to Schedule 1. Watch Your Healthy House Video 2. Call to Discuss 1. Read Your: “Code Compliance at No Extra Cost” page 2. Call to Discuss !63
  57. 57. How CTA’s Perform Traffic -> Conversion Call to Action Conversion Landing Page -­‐> -­‐> !64
  58. 58. Value Statement Relevance Offer Action
  59. 59. Most Insulation Companies How Do You Differentiate? DATE !69
  60. 60. Creative Calls to Action DATE !70
  61. 61. Where Do CTA’s Belong? • On Your Website • In Your Email Newsletter • In Your Email Signature • On Your Brochures • On Your Trucks and Lawn Signs • In Advertising • In Presentations • In Videos DATE !71
  62. 62. From Home to Where? Dominant Traffic Flow Home Page --> About Us Home Page --> Services 70+% !72
  63. 63. Best Practices--About Us Page !73
  64. 64. A Good About Us Page • Use Photos • Be Personal • Share your Business Philosophy • Show off your Credentials • Demonstrate your Community Commitment http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses !74 EGIA/BPI
  65. 65. Marketing Bootcamp Better Buildings, Better Business Conference March 6, 2014
  66. 66. 1 EVER CHANGING WORLD OF SEARCH 2 CONTENT FOR THE WIN 3 MAKING YOUR WEBSITE PERFORM 4 KNOW YOUR NUMBERS 5 WRANGLING GOOGLE PLUS 6 THE RISE OF 3RD PARTY REVIEWS 7 BUILDING A LEAD GEN MACHINE !76 8 WHAT TO DO ABOUT SOCIAL MEDIA !76
  67. 67. Titles & Descriptions (meta data) ! ! ! Titles: 70 Characters Max (try to use every darn one) Keyword 1, Keyword 2 | Brand Name | Geography such as: Energy Audits | Horizon Residential Energy | Portland, ME ! Descriptions: 156 Characters Max Complete sentence ending in a period. Write for humans first. Smart use of keywords. Unique and relevant to the content on the particular page. !77
  68. 68. On Site SEO Titles & Descriptions Use your keywords! !78
  69. 69. On Site SEO Internal Links Link freely and smartly amongst your site pages. !79
  70. 70. Web Design Basics: There’s no one right way. !80
  71. 71. Brand Consistency is Critical F.A.Q.s What sets Complete Home Evaluation Services apart from other energy auditing businesses in the state? DeWitt uses advanced energy modeling software, which is not currently required by Efficiency Maine, to ensure quantifiable energy savings. His position as an audit-only firm prevents the conflict of interest inherent in the standard home performance contractor model. What are the benefits of a third-party audit? A conflict-free energy auditor acts as a trusted guide through what can be a complex process and the independence ensures that the auditor does not attempt to sell products or services that may not be necessary. DeWitt is always on the homeowner’s side, and has no financial gain when helping the homeowner choose which efficiency upgrades should be undertaken. What is unique about DeWitt’s diagnostic software? While the standard energy modeling system relies on user inputs that are open to operator adjustment, DeWitt’s cutting edge software minimizes the risk of human error, and goes above and beyond simple figures to include the actual cost of heat loss, and financial savings predictions that are tangible and comprehensible to homeowners. The software generates a comparison graph that shows the effectiveness of the efficiency DeWitt is Maine’s premier home energy auditor. upgrades. The test out He works with homeowners to determine the numbers cannot be adjusted by solutions for most cost-effective energy the operator. their particular home—without trying to sell additional Why is it important to products or services. This approach ensures a have a “test out” audit after distinguishes conflict-free energy audit, andretrofit work? his business from the “one-stop-shop” competition. after improvements are made A follow-up energy audit is a necessary component of an effective energy retrofit. His unique, advanced software-based diagnostic While working with homeowners to find the best system goes beyond mere prediction to showing contractors for a project DeWitt recommends that reliable energy savings calculations, placing his homeowners work with contractors who will wait until his business at the pinnacle of the home energy follow-up audit is complete to receive the final payment performance landscape from the homeowner. This incentivizes quality work, in Maine. and ensures that predicted savings become reality. Trade show banner !81
  72. 72. 4 ! ! KNOW YOUR NUMBERS ! !87
  73. 73. ! ! Marketing Tactics are Not Equal !88
  74. 74. Elements of a Plan Tactics Impressions/Visits Cost Conversion Rate # of Leads Conversion Rate Quotes Conversion Rate Jobs CPA Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 25000 1500 0.10% 25 75% 19 90% 17 $89 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 5000 500 0.25% 13 35% 4 50% 2 $229 12000 1000 2.50% 300 25% 75 50% 38 $27 250 4000 10.00% 25 50% 13 50% 6 $640 1000 500 10.00% 100 50% 50 50% 25 $20 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 50 15% 8 20% 2 $1,167 204 $293 Social Media Directories Email Trade Shows Community Open Houses Lead Gen TOTAL 1750 25050 $1.74 million @ 7500/job !89
  75. 75. Cost Per Acquisition !90
  76. 76. Elements of a Plan Tactics Impressions/Visits Cost Conversion Rate # of Leads Conversion Rate Quotes Conversion Rate Jobs CPA Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 25000 1500 0.10% 25 75% 19 90% 17 $89 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 5000 500 0.25% 13 35% 4 50% 2 $229 12000 1000 2.50% 300 25% 75 50% 38 $27 250 4000 10.00% 25 50% 13 50% 6 $640 1000 500 10.00% 100 50% 50 50% 25 $20 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 50 15% 8 20% 2 $1,167 204 $293 Social Media Directories Email Trade Shows Community Open Houses Lead Gen TOTAL 1750 25050 $1.74 million @ 7500/job DATE !91
  77. 77. Elements of a Plan Tactics Community Impressions/Visits Cost Conversion Rate # of Leads Conversion Rate Quotes Conversion Rate Jobs CPA 1000 500 10.00% 100 50% 50 50% 25 $20 12000 1000 2.50% 300 25% 75 50% 38 $27 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89 Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96 Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107 Directories 5000 500 0.25% 13 35% 4 50% 2 $229 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 250 4000 10.00% 25 50% 13 50% 6 $640 50 15% 8 20% 2 $1,167 204 $293 Email Open Houses Trade Shows Lead Gen TOTAL 1750 25050 $1.74 million @ 7500/job DATE !92
  78. 78. 5 ! WRANGLING GOOGLE PLUS !93
  79. 79. Priority  2 Google+ Local vs Google+ Business formerly Google Places Social--Posts, Circles Critical Link in Pin Search Results New and Cutting Edge Importance for Organic Ranking Most Critical Online Reviews May exist even if you haven’t set it up Will Eventually Merge with Google+ Local Page Easy to Set Up Low - No Engagement is OK Serious search juice Merger Process is Underway DATE
  80. 80. Merged “Social” Page DATE !96
  81. 81. Unmanaged Google+ Page DATE !97
  82. 82. The Page is Not as Important as the Data !99
  83. 83. Breaking News: Review “Sentiments” DATE !101
  84. 84. More Categories But... DATE !102
  85. 85. Google+ !103
  86. 86. 6 ! THE RISE OF THIRD PARTY REVIEWS !104
  87. 87. ! Word of Mouth is Still King ! Customer Reviews Are Word of Mouth on Steroids !105
  88. 88. ! ! Reputation Quality !106
  89. 89. “But what’s really weakened the power of brands is the Internet, which has given ordinary consumers easy access to expert reviews, user reviews, and detailed product data, in an array of categories. A recent PricewaterhouseCoopers study found that eighty per cent of consumers look at online reviews before making major purchases…” !107
  90. 90. Increasingly Important to Local Businesses DATE !108
  91. 91. Especially Important to Contractors DATE !109
  92. 92. Growth of “review” Searches DATE !110
  93. 93. ! ! ! Reviews are Everywhere !111
  94. 94. Reviews: Increasingly Accessible DATE !112
  95. 95. The Emergence of Yelp DATE !113
  96. 96. Where Would You Click? DATE !116
  97. 97. Getting Reviews is HARD 1. Review sites don’t make it easy must be member (Google+, Angies, Yelp) aggressive filters 2. Customers are Time Starved or lazy? or lack computer sophistication? 3. You Have Nothing Else To Do ! ! !117
  98. 98. Review Priorities IMHO 1. Clout of Google, Ranking Factors, Presence in Search 2. Most relevant to contractor/ service sector. Evidence of growing traffic. 3. Feeder for other review sites. !118
  99. 99. But Don’t Forget Facebook DATE !119
  100. 100. Some Thoughts on Process Solicit Everyone Identify Your Happiest* Customers (Evangelists) ID Most Likely Evangelist Reviewers Do you write online reviews? Younger/computer savvy Gmail Repeat the Ask (it’s OK) ! !120
  101. 101. Net Promoter Score www.netpromoter.com, The Ultimate Question, DATE !121
  102. 102. New: Mother of All Review Dashboards DATE !122
  103. 103. New: Mother of All Review Dashboards DATE !123
  104. 104. ! 7 ! BUILDING A LEAD GEN MACHINE ! !124
  105. 105. How Much Demand for This? Whole House Home Performance !125
  106. 106. gg er Tr i Health Insulation Energy Audit Energy Cost Comfort Solar the Jones’ Program Incentive Whole House Home Performance Efficiency Home Value Green Bling Windows Lighting Climate Change Remodel !126
  107. 107. r T er gg i Health Energy Cost Solar the Jones’ po es Insulation Energy Audit se n WOM R Green Bling Web Research Whole House Home Performance Ads Home Value Comfort Media Program Incentive Social Media Efficiency Proof Program Referrals Climate Change Windows Lighting Remodel !127
  108. 108. Online Advertising Options Growing • Google Adwords (and Bing) is Improving • Social Platforms: Facebook & Twitter • Retargeting (sometimes called remarketing) Hyper-targeted = Low Cost !128 EGIA/BPI
  109. 109. Google Paid Organic Google Local Google Paid
  110. 110. Pay Per Click Marketing Search Term Paying $3.64 Paying $3.20 Paying $2.17 DATE !130
  111. 111. Why You Should Consider PPC Targeting & Reach PPC targeting is sophisticated - geography, time of day, keyword, etc, meaning better more targeted leads. Google Real Estate Google products are taking over the search results some searches show no organic results above the fold. Commercial Intent Study from Wordstream found that 64% of searches with commercial intent click on PPC ads. Research Learn what people are ACTUALLY searching for in YOUR area - not just national averages but # of searches in town/city/zip code/state etc. Low Commitment Cost Effective Leads Very efficient, quick to deploy. Generates immediate traffic. Agile & flexible. Pay only for visits. Minimizes waste. Control where they land. Strong ROI. DATE !131
  112. 112. Social Ads: Incredible Targeting DATE !132
  113. 113. Retargeting (Remarketing) & Display DATE !135
  114. 114. Case for Display and Retargeting Considered Decision 2nd, 3rd, 4th... chance to convert those who don’t on first visit Very Cost Effective Small volumes = low cost Lower average cost per click Impressive “I see your ads everywhere!” Tailor Message to Second Impressions ! !136
  115. 115. 8 ! ! WHAT TO DO ABOUT SOCIAL MEDIA ! !137
  116. 116. !138
  117. 117. !139
  118. 118. Merged “Social” Page DATE !140
  119. 119. It’s Good Old Word of Mouth. Amplified. The average Facebook user has 
 130 Friends & is connected to 
 180 Pages, Events, & Groups. Each. ! ! ! ! ! ! ! Your customers have a megaphone.
 Be part of their conversation. DATE !142
  120. 120. Facebook is for Storytelling DATE !143
  121. 121. #1 Grow Your Likes Invite your personal Facebook Friends DATE !144
  122. 122. #1 Grow Your Likes Include Social Buttons prominently on your website. DATE !145
  123. 123. #2 Take a Bow. Educate your fans about the work you do and what makes you special. It’s not bragging if it’s true. DATE !146
  124. 124. #3 Be thoughtful about your Page’s Look Cover photo, profile pic, and shared images should be in keeping with your company’s mission, but don’t be afraid to show off that winning personality. DATE !147
  125. 125. #4 Follow the Rules of (content) Engagement Keep. It. Short.
 
 Posts between 100 and 250 characters (less than 3 lines of text) see about 60% moremlikes, comments and shares than posts greater than 250 characters. ! DATE !148
  126. 126. #5 Follow the Rules of (content) Engagement Use lots of images. ! Insert graphs from this post: ! ! ! ! DATE !149
  127. 127. #6 Follow the Rules of (content) Engagement Have fun. 
 
 Social networks are inherently social, so interact with your community. Like, comment, share, and try not to take yourself too seriously... ! DATE !150
  128. 128. Questions? Peter Troast Energy Circle 207.847.3644 peter@energycircle.com ! Twitter: @EnergyCircle LinkedIn: http://www.linkedin.com/in/petertroast Energy Circle PRO Blog: www.energycircle.com/pro/blog !151
  129. 129. Exclusively for home energy/ renewable contractors 275 Customers in 47 States HVAC, Insulation, Home Performance, Lighting, Auditors, Raters Website Platform Marketing & Lead Gen Multiple Options Google Adwords/PPC Complete Custom Design Search Engine Optimization Search Optimized w/ Content Content Marketing Lead Capture Built In Social Media Tools & Apps Built Exclusively for the Industry Full Graphic Design DATE !152

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