Internet Marketing for Home Performance

Internet Marketingfor Energy Efficiency Contractors EGIA/BPI Contractor Exchange May 18, 2012

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 2

www.energycircle.com/pro/blog

50% 1-2%Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 4

4 Important Pillars to Marketing Success Primary Organic Website Search Google Facebook Places Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 5

Marketing is Changing duhInternet Marketing 101, ACI 2012 Conference, Baltimore, MD 6

200 Million

How People Buy TodayHas Been Turned on it’s Head

Google is the New Yellow Pages DATE 11

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

Interruption Marketing Is Less and Less Effective Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 13

Google: Zero Moment of Truth 14

You Don’t Buy Those Visitors. You Earn Them.

In·bound Mar·ket·ing-noun Any tactic that relies on earning people’s interest rather than buying it.

So What’s It All Mean forHome Performance Businesses? 17

The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Primary WebsitePrint Vehicles Google PlacesTV Lawn Signs Organic SearchTelemarketing Direct Mail Paid SearchRadio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead Gen 18

The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Primary WebsitePrint Vehicles Google PlacesTV 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

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

Cost Per Acquisition DATE 21

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

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

Is Your Website Performing? Not...is it pretty? Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 24

1 4 3 2DesignUsability 6 5StructureNavigation 6 7User InterfaceSpeed 4ConversionContentSEO 7 8

Four Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content About Your Services 4. A Keyword Focused Strategy Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 26

How CTA’s Perform Traffic -> ConversionCall to Action Landing Page Conversion -‐> -‐> Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 27

Different Audiences Different CTA’s DATE 33

Value Statement Relevance Offer Action

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

From Home to Where?First Click Traffic Flow Home Page --> About Us = 70% Home Page --> Services Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 EGIA/BPI 37

Best Practices--About Us Page 38

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 39 EGIA/BPI

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 40 EGIA/BPI

Search Engine Optimization (SEO) Doesn’t Have to Be Complicated Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 41

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. Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 42

Understanding Search Social Context + Authority + Signals Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

Understanding Search Social Context + Authority + Signals Site Incoming Spreading Content Links Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

PaidSearch

Organic FullListings

Organic PinListings

Link to Website Pin, Address & (title tag or Phonebusiness name) Star Rating & Link to Places Page

Primary Result with Places SiteLinksFacebook

Does Your Content MatchWhat People Are Searching For?Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 54

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 55

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 56

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 57

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 58

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 59

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

Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 61

Google Insights for Search http://www.google.com/insights/search/ Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 62

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 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 63

Google Places It’s really importantInternet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 64

The Importance of Google Places 66

Google Places Done Right 67

Reviews: Online Word of Mouth 68

Maximizing Google Places Reviews, Reviews, Reviews! (on Google) Choose Categories Carefully Keep it Fresh Photos Video Review Responses Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 70

Marke)ng is ChangingNo Longer An Option Social Media an increasingly important part of the puzzle DATE

Priority 2 Why? Because….it’s Google New and Cutting EdgeTied to Your Google Places Page Easy to Set Up DATE

Google +Google+ DATE

Priority 1 You Don’t Need to Like It You Don’t Need to Use It PersonallyIt is Increasingly Important to Your Business DATE

First Steps--Setting Up a Page DATE

Basic InfoBasic Info LogoDescription Name, Address, Phone Photos Likes DATE

Social Links on Your Site DATE

But..What Do I Say?The Challenge of Content Everyone’s Achilles Heel 78

Everyone’s Achilles Heel Difficult to Find the Time Uncertain About What to Write Maintaining Pace and Frequency 79

Content “as a system” DATE

Great Content isRight in Front of You 81

Generating Content If someone’s wasting money in a house you visit, write an article about it. Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

Put Your Photos to Work Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

Find the Juicy Topics Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

Content: Every Press Mention DATE

Content: What’s This? DATE

Content: Article Links DATE

Content: Give to GetContent: Give to Get DATE

Content: Project Photo Albums DATE

Content: YouTube Videos DATE

Home PerformanceCompanies Doing it Well 91

First Steps & PrioritiesEssentials:Simple Marketing Plan with Metrics!Tune Your Primary WebsiteGoogle PlacesTest Social Media--Facebook FirstAfter That:Regularize ContentHave a Keyword StrategyExpand Social Media--Frequency & ReachExplore internet marketing--PPC/SEO 94

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

Internet Marketing for Home Performance

by Energy Circle

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 37

Statistics

Internet Marketing for Home Performance Presentation Transcript

http://www.energycircle.com	35
http://feeds.feedburner.com	2