Internet Marketing 101 for Home Performance

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Peter Troast's presentation at the ACI New England Conference, October 16, 2012

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Internet Marketing 101 for Home Performance

  1. 1. Internet Marketing 101for Energy Efficiency PROs ACI New England October 16, 2012
  2. 2. “The stimulus was my marketing program.Now my marketing programis my marketing program.” Richard Burbank Evergreen Home Performance Grew his company 25% since stimulus ended
  3. 3. Peter TroastFounder/CEO of Energy Circle and Energy CirclePROWork with auditors, home performance, energyefficiency companies in 46 statesAggregate data from pool of 175 opted in homeperformance companiesCFM50 reduction of my house so far: 3800 to 2200Fuel Oil Reduction: 110 gallons/month to 59 (winter)5 Electricity Monitors Measuring My House29-50% Electric Use Reduction Since MonitoringStarted in ’08Followers on Twitter: 5644 4
  4. 4. www.energycircle.com/pro/blog
  5. 5. 4 Important Pillars to Marketing Success Primary Organic Website Search Google+ Local Facebook (formerly Places) 6
  6. 6. Marketing is Changing duh 7
  7. 7. 200 Million
  8. 8. How People Buy TodayHas Been Turned on it’s Head
  9. 9. Google is the New Yellow Pages DATE 13
  10. 10. The Social Media Revolution--Not a Fad• 93% of US adult internet users are on Facebook• US internet users spend 3X more time on blogs/ social networks than on email• 2/3 of US internet users regularly use a social network• US local SMB’s use social media marketing • Facebook 70% • LinkedIn 58% • Twitter 40% • YouTube 27%• Inbound Mktg costs 62% less per lead than traditional Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle DATE
  11. 11. So What’s It All Mean forHome Performance Businesses? 15
  12. 12. Yesterday’s Marketing Mix 10% Yellow Pages Direct Mail 8% Referral Program Home Shows Unknown 8% 44% 31% 16
  13. 13. Today’s Marketing Mix 1% 12% 15% Organic Web Paid Web Direct Mail 4% 13% Social Media Print Ads Public Relations 8% Directories Email 3% Home Shows Community Open Houses 7% 11% Past Customers Referral Program 3% Lead Gen 3% 3% 1% 16% 17
  14. 14. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Primary WebsitePrint Vehicles Google+ LocalTV Lawn Signs Organic SearchTelemarketing Direct Mail Paid SearchRadio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead Gen 18
  15. 15. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Primary WebsitePrint Vehicles Google+ LocalTV Lawn Signs Organic SearchTelemarketing Direct Mail Paid SearchRadio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead GenHigh Commitment Low Commitment High Cost Modest Cost High Risk Low Risk 19
  16. 16. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 20
  17. 17. Cost Per Acquisition DATE 21
  18. 18. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 22
  19. 19. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPACommunity 1000 500 10.00% 100 50% 50 50% 25 $20Email 12000 1000 2.50% 300 25% 75 50% 38 $27Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Directories 5000 500 0.25% 13 35% 4 50% 2 $229Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Lead Gen 1750 50 15% 8 20% 2 $1,167TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 23
  20. 20. Is Your Website Performing? Not...is it pretty? 24
  21. 21. 1 4 3 2DesignUsability 6 5StructureNavigation 6 7User InterfaceSpeed 4ConversionContentSEO 7 8
  22. 22. Four Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content About Your Services 4. A Keyword Focused Strategy 26
  23. 23. How CTA’s Perform Traffic -> ConversionCall to Action Landing Page Conversion -­‐> -­‐> 27
  24. 24. Different Audiences Different CTA’s DATE 33
  25. 25. Value Statement Relevance Offer Action
  26. 26. 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 36
  27. 27. From Home to Where?Dominant Traffic Flow Home Page --> About Us Home Page --> Services 70+% 37
  28. 28. Best Practices--About Us Page 38
  29. 29. A Good About Us Page• Use Photos• Be Personal• Share your Business Philosophy• Show off your Credentials• Demonstrate your Community Commitmenthttp://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses 39 EGIA/BPI
  30. 30. Services Content• TopPerforming Pages in Search• People are Looking for... • an Energy Audit • Attic Insulation • Cellulose Insulation • a new Furnace • Solar Panels • New Windows• Getting Found = Having Content 40 EGIA/BPI
  31. 31. Search Engine Optimization (SEO) Doesn’t Have to Be Complicated 41
  32. 32. What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or web page in search engines via the "natural" or un-paid (“organic” or "algorithmic") search results. 42
  33. 33. Understanding Search Social Context + Authority + Signals
  34. 34. Understanding Search Social Context + Authority + Signals Site Incoming Spreading Content Links
  35. 35. PaidSearch
  36. 36. OrganicResults
  37. 37. Pin MapBlended Pin Result
  38. 38. Link to WebsiteReview Summary & Link to Places Page Map Pin & Link to G+ Local Page
  39. 39. PrimaryResult with SiteLinks
  40. 40. G+ Local
  41. 41. Does Your Content MatchWhat People Are Searching For? 53
  42. 42. Understanding Keyword Volumes home energy 246000 solar energy 550000 renewable energy 450000 wind power 301000 energy efficiency 301000 home performance 18100 0 120000 240000 360000 480000 600000 Data from Google External Keyword Tool on 11.14.11 54
  43. 43. Understanding Keyword Volumes Green Building 165000 Sustainable Building 74000 Green Construction 40500 Green Homes 301000 Green Remodeling 4400 Building Green 165000 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 11.14.11 55
  44. 44. Understanding Keyword Volumes Energy Rating 22000 Energy Assessment 8100 Energy Audit 60500 Energy Evaluation 0 Energy Auditor 49500 Energy Auditing 33100 0 14000 28000 42000 56000 70000 Data from Google External Keyword Tool on 11.14.11 56
  45. 45. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 energy audit 60500 energy upgrade 6600 deep energy retrofit 480 0 14000 28000 42000 56000 70000 Data from Google External Keyword Tool on 11.14.11 57
  46. 46. Understanding Keyword Volumes Energy Star Homes 5400Energy Efficient Homes 18100 Green Homes 301000 Net Zero Homes 2400 Passive House 22200 LEED Homes 5400 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 11.14.11 58
  47. 47. Understanding Keyword Volumes duct sealing 5400 air sealing 3600 foam insulation 165000 cellulose insulation 22200 radiant barrier 33100 window replacement 165000 0 40000 80000 120000 160000 200000 59
  48. 48. Top 10 by Volume & Intent Local Intent Buying Intent Energy Audit $ Insulation - Service $ Home Energy Efficiency Wet BasementInsulations - Rooms of House $ Insulation - Materials Furnace $ Program/Rebate/Credit $ Windows $ Home Heating/Cooling $ 60
  49. 49. Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal 61
  50. 50. Google Insights for Search http://www.google.com/insights/search/ 62
  51. 51. Keyword Research Takeaways• Keyword volume is a proxy for the mindset of the consumer• Keyword data is one point in time--not where the world has been or where it is going• Beware the “mile wide and inch deep” tendency• To start, focus on 5-10 terms, and concentrate on 1-3 63
  52. 52. Google+ Local(formerly Places) It’s really important 64
  53. 53. G+ Local
  54. 54. Use All 5 Categories! DATE 68
  55. 55. Reviews: Online Word of Mouth 69
  56. 56. Maximizing Google+ Local Reviews, Reviews, Reviews! (on Google) Choose Categories Carefully Keep it Fresh Photos Video Review Responses 71
  57. 57. Marke)ng  is  ChangingNo Longer An Option Social Media an increasingly important part of the puzzle DATE
  58. 58. Priority  1 You Don’t Need to Like It You Don’t Need to Use It PersonallyIt is Increasingly Important to Your Business DATE
  59. 59. First Steps--Setting Up a Page DATE
  60. 60. Basic  InfoBasic Info LogoDescription Name, Address, Phone Photos Likes DATE
  61. 61. Social Links on Your Site DATE
  62. 62. But..What Do I Say?The Challenge of Content Everyone’s Achilles Heel 77
  63. 63. Everyone’s Achilles Heel Difficult to Find the Time Uncertain About What to Write Maintaining Pace and Frequency 78
  64. 64. Content “as a system” DATE
  65. 65. Great Content isRight in Front of You 80
  66. 66. Generating Content If someone’s wasting money in a house you visit, write an article about it.
  67. 67. Put Your Photos to Work
  68. 68. Find the Juicy Topics
  69. 69. Content: Every Press Mention DATE
  70. 70. Content: What’s This? DATE
  71. 71. Content: Article Links DATE
  72. 72. Content:  Give  to  GetContent: Give to Get DATE
  73. 73. Content: Project Photo Albums DATE
  74. 74. Content: YouTube Videos DATE
  75. 75. Home PerformanceCompanies Doing it Well 90
  76. 76. First Steps & PrioritiesEssentials:Simple Marketing Plan with Metrics!Tune Your Primary WebsiteGoogle+ LocalTest Social Media--Facebook FirstAfter That:Regularize ContentHave a Keyword StrategyExpand Social Media--Frequency & ReachExplore internet marketing--PPC/SEO 94
  77. 77. Contact Peter Troast Energy Circle 207.865.3400 ptroast@energycircle.com Twitter: @EnergyCircle LinkedIn: http://www.linkedin.com/in/petertroast Energy Circle PRO Blog: www.energycircle.com/pro/blog 95

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