Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011
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Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011

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How Home Performance Contractors, Auditors, Raters and others can leverage internet marketing to drive their business. SEO, social media, Facebook. Google+, keyword data, more.

How Home Performance Contractors, Auditors, Raters and others can leverage internet marketing to drive their business. SEO, social media, Facebook. Google+, keyword data, more.

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Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011 Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011 Presentation Transcript

  • Internet Marketing 101 Colorado Energy Star Summit December 7, 2011Wednesday, December 7, 11
  • Peter Troast Founder/CEO of Energy Circle and Energy Circle PRO Work with home performance companies in 44 states Internet geek, student of marketing, SEO & social media, dad, husband, skier, organic heirloom apple hack, flailer of fly lines CFM of my house pre-retrofit: 3442 CFM of my house post-retrofit: 2200 Fuel Oil Consumption pre-retrofit: 110 gallons/month Fuel Oil Consumption post-retrofit: 59 gallons/month Number of Electricity Monitors Measuring My House: 5 Our Electric Use Reduction Since Monitoring Started: 29-50% December 2008 : $218.94 / 1377 kwh December 2009 : $ 123.86 / 779 kwh December 2010 : $ 108.44 / 682 kwh Followers on Twitter: 4800 2Wednesday, December 7, 11
  • Wednesday, December 7, 11
  • #1 Marketing is Changing duh 4Wednesday, December 7, 11
  • Are We Pushing People…Wednesday, December 7, 11
  • To Buy Something They Don’t Want?Wednesday, December 7, 11
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  • This is Interruption Marketing and it is increasingly ineffective 12Wednesday, December 7, 11
  • How People Buy in 2011Wednesday, December 7, 11
  • Realize a Need 14Wednesday, December 7, 11
  • Investigate Options Data from Google External Keyword Tool on 11.14.11 15Wednesday, December 7, 11
  • Ask our Friends 16Wednesday, December 7, 11
  • Turn to Social Media: Blog Sites DATE 17Wednesday, December 7, 11
  • Turn to Social Media: Twitter DATE 18Wednesday, December 7, 11
  • Turn to Communities: Q&A 19Wednesday, December 7, 11
  • Dig Into Every Detail Available 20Wednesday, December 7, 11
  • Finally...Buy (Convert to Sale) 21Wednesday, December 7, 11
  • You Don’t Buy Those Visitors. You Earn Them.Wednesday, December 7, 11
  • In·bound Mar·ket·ing -noun Any tactic that relies on earning people’s interest rather than buying it.Wednesday, December 7, 11
  • Google: Zero Moment of Truth 24Wednesday, December 7, 11
  • Social Proof The Most Powerful Concept in Marketing DATE 25Wednesday, December 7, 11
  • #2 So What’s It All Mean for Home Performance Businesses? 26Wednesday, December 7, 11
  • The New Marketing Landscape Old & Dying Old & Living New & Thriving Yellow Pages Word of Mouth Primary Website Print Vehicles Google Places TV Lawn Signs Organic Search Telemarketing Direct Mail Paid Search Radio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead Gen 27Wednesday, December 7, 11
  • Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 Social Media 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 Directories 5000 500 0.25% 13 35% 4 50% 2 $229 Email 12000 1000 2.50% 300 25% 75 50% 38 $27 Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640 Community 1000 500 10.00% 100 50% 50 50% 25 $20 Open Houses 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 Lead Gen 1750 50 15% 8 20% 2 $1,167 TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 28Wednesday, December 7, 11
  • Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA Community 1000 500 10.00% 100 50% 50 50% 25 $20 Email 12000 1000 2.50% 300 25% 75 50% 38 $27 Open Houses 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% 250 25% 63 50% 31 $96 Organic Web 15000 3000 1.00% 150 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 Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640 Lead Gen 1750 50 15% 8 20% 2 $1,167 TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 29Wednesday, December 7, 11
  • The New Marketing Landscape Old & Dying Old & Living New & Thriving Yellow Pages Word of Mouth Primary Website Print Vehicles Google Places TV Lawn Signs Organic Search Telemarketing Direct Mail Paid Search Radio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead Gen High Commitment Low Commitment High Cost Modest Cost High Risk Low Risk 30Wednesday, December 7, 11
  • #3 New World Order Understanding Web Search 31Wednesday, December 7, 11
  • Understanding Search Context + Authority DATEWednesday, December 7, 11
  • Understanding Search Social Context + Authority + Signals DATEWednesday, December 7, 11
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  • Paid SearchWednesday, December 7, 11
  • Organic SearchWednesday, December 7, 11
  • New Blended Result New Pin MapWednesday, December 7, 11
  • Link to Website (title tag or business name) Star Rating & Link to Places Page Website meta description tag or Google Places descriptionWednesday, December 7, 11
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  • Primary Result with Places SiteLinks FacebookWednesday, December 7, 11
  • #4 Fish Where They Are aka Understanding Keyword Volume in Green Building/Energy Efficiency 41Wednesday, December 7, 11
  • 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 42Wednesday, December 7, 11
  • 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 43Wednesday, December 7, 11
  • 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 44Wednesday, December 7, 11
  • 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 45Wednesday, December 7, 11
  • Understanding Keyword Volumes Energy Star Homes 5400 Energy 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 46Wednesday, December 7, 11
  • Search Volume in Category Groups Energy Audit Home Performance Energy Retrofit Insulation - Service Weatherization Air Sealing Home Energy Efficiency Indoor Air Quality Wet Basement Insulations - Rooms of House Mold House/Home Insulation - Materials Furnace Green Program/Rebate/Credit Solar Geothermal Windows HVAC Home Heating/Cooling 1 2 3 4 47Wednesday, December 7, 11
  • Layering in Local & Buying Intent Local Intent Buying Intent Energy Audit $ Home Performance Energy Retrofit Insulation - Service $ Weatherization Air Sealing $ Home Energy Efficiency Indoor Air Quality Wet Basement $ Insulations - Rooms of House $ Mold House/Home $ Insulation - Materials Furnace $ Green Program/Rebate/Credit $ Solar Geothermal Windows $ HVAC $ Home Heating/Cooling $ 48Wednesday, December 7, 11
  • Search Volume in Category Groups Energy Audit 19074 Home Performance 1627 Energy Retrofit 919 Insulation - Service 4608 Weatherization 9030 Air Sealing 1103 Home Energy Efficiency 5814 Indoor Air Quality 7463 Wet Basement 6194 Insulations - Rooms of House 48969 Mold House/Home 29823 Insulation - Materials 101994 Furnace 5319 Green 39458 Program/Rebate/Credit 48708 Solar 167544 Geothermal 1971 Windows 128370 HVAC 10042 Home Heating/Cooling 42476 50000 100000 150000 200000 49Wednesday, December 7, 11
  • 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 $ 50Wednesday, December 7, 11
  • Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal 51Wednesday, December 7, 11
  • Google Insights for Search http://www.google.com/insights/search/ 52Wednesday, December 7, 11
  • 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 • Remember that your searches will likely be localized-- “Green Building, Boulder” 53Wednesday, December 7, 11
  • #5 Does your website perform? Not: is it nice, pretty, well-designed? 54Wednesday, December 7, 11
  • What Matters Traffic --> Conversion 55Wednesday, December 7, 11
  • 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. EGIA/BPI 56Wednesday, December 7, 11
  • Where to Focus 1. Titles and Descriptions 2. Fresh Content with Smart Keywords 3. Incoming Links EGIA/BPI 57Wednesday, December 7, 11
  • Titles and Descriptions The Good The Bad The Ugly EGIA/BPI 58Wednesday, December 7, 11
  • Best Practices--Titles & Desc. Titles Search Engine Imposed Limits Less than 70 characters Optimal Format Primary Keyword - Secondary Keyword | Brand Name | Location or Brand Name | Primary Keyword and Secondary Keyword | Location Descriptions Search Engine Imposed Limits Less than 156 characters Optimal Format Write for humans first Smart use of keywords Thanks to SEOMoz Unique to page/Relevant to content EGIA/BPI 59Wednesday, December 7, 11
  • Cool Tools--Title & Description Energy Circle PRO SEO MOFO www.seomofo.com EGIA/BPI 60Wednesday, December 7, 11
  • 1 4 3 2 6 5 7 6 4 7 8Wednesday, December 7, 11
  • Three Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content, Content, Content 62Wednesday, December 7, 11
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  • Compelling Calls to Action EGIA/BPI 66Wednesday, December 7, 11
  • Best Practices--About Us Page EGIA/BPI 67Wednesday, December 7, 11
  • 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 EGIA/BPI 68Wednesday, December 7, 11
  • The Challenge of Content Everyone’s Achilles Heel Two Masters Robots (aka Mother Google) Humans (aka Your Customers) 69Wednesday, December 7, 11
  • Generating Content If someone’s wasting money in a house you visit, write an article about it. DATEWednesday, December 7, 11
  • What Are People Talking About? DATEWednesday, December 7, 11
  • Cover Popular Topics DATEWednesday, December 7, 11
  • AFC First – A National Leader In Generang Content Energy Efficiency Lending Put Your Photos to Work DATEWednesday, December 7, 11
  • Write about the Basics Air leakage Insulation Duct problems HERS ratings Tax credits & rebates Health and IAQ DATEWednesday, December 7, 11
  • Make Lists 5 Myths about Home Energy Efficiency 4 Pitfalls of Spray Foam Insulation 4 Products for Enhancing Air Flow in Dryer Vents 3 Problems with Fiberglass Batt Insulation in Floors 5 Questions to Ask When Replacing Your Air Conditioner DATEWednesday, December 7, 11
  • Be Keyword Focused Title Text Image file names Image alt text Meta description DATEWednesday, December 7, 11
  • Content “as a system” DATEWednesday, December 7, 11
  • Spread  your  Content Promote Content Spreading DATEWednesday, December 7, 11
  • Markeng  is  Changing No Longer An Option Social Media an increasingly important part of the puzzle DATEWednesday, December 7, 11
  • Priority  1 Priority 1 You Don’t Need to Like It You Don’t Need to Use It Personally It is Increasingly Important to Your Business DATEWednesday, December 7, 11
  • First Steps--Setting Up a Page DATEWednesday, December 7, 11
  • Basic  Info Basic Info Logo Description Name, Address, Phone Photos Likes DATEWednesday, December 7, 11
  • Like Button Everywhere DATEWednesday, December 7, 11
  • Content: Every Press Mention DATEWednesday, December 7, 11
  • Content: What’s This? DATEWednesday, December 7, 11
  • Content: Article Links DATEWednesday, December 7, 11
  • Content:  Give  to  Get Content: Give to Get DATEWednesday, December 7, 11
  • Content: Project Photo Albums DATEWednesday, December 7, 11
  • Content: YouTube Videos DATEWednesday, December 7, 11
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  • Priority  2 Priority 2 Why? Because….it’s Google New and Cutting Edge Tied to Your Google Places Page Easy to Set Up DATEWednesday, December 7, 11
  • Google  + Google+ DATEWednesday, December 7, 11
  • #6 Local, Local, Local the biggest new trend on the web 94Wednesday, December 7, 11
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  • The Importance of Google Places 97Wednesday, December 7, 11
  • You Have Two Websites 98Wednesday, December 7, 11
  • Google Places Done Right 99Wednesday, December 7, 11
  • Reviews: Online Word of Mouth 100Wednesday, December 7, 11
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  • Maximizing Google Places Reviews, Reviews, Reviews! (on Google) Choose Categories Carefully Keep it Fresh Photos Video Review Responses 102Wednesday, December 7, 11
  • Where to Start? 103Wednesday, December 7, 11
  • First Steps & Priorities Your Two Sites: Company Site and Google Places On Page SEO: Titles and Descriptions Fresh Content at a Sustainable Pace Citations and Links After That: Engage in Social Media Keyword Tune All Your Content Build and Execute a Marketing Plan Get Metrics in Place 104Wednesday, December 7, 11
  • 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 105Wednesday, December 7, 11