Tim Litton, Director of Marketing for WaterFurnace International, Inc., presents an online marketing case study of how they effectively used technology to market geothermal systems.

1. Tim Litton Director of Marketing WaterFurnace International Twitter.com/timlitton Linkedin.com/in/timlitton

2. The Internet is essential to any modern business

3. 80%

4. 67%

5. Very few ever make it to the second page

6. To compete, local businesses must have a professional online presence that ranks well with Google.

8. As Google gives greater priority to local results, companies that want to stay visible must provide dealers/franchises with the SEO tools to succeed.

9. Typically Two types of customers Hands-on Technicians Active Marketers

11. Comfortable with servicing and installing equipment

13. Not comfortable with creating or maintaining a website

16. Comfortable with new technology

18. Lead time and cost is high for website updates

21. Little control over visual representation of your brand

25. Goal: Provide powerful choices at a fair price

26. Built for SEO

28. Content easily and quickly updated by corporate

33. Content easily and quickly updated by corporate

35. Eliminates obsolete or out-of-date information in the wild

37. Track dealer performance with built-in analytics

39. New templates are added periodically Switch easily between looks

40. Paid Search & Call Tracking Options available for one low price

42. Provides immediate traffic for keywords which your website may not be optimized for

43. Ads are tested and refined

45. Provide metric data on activities

48. Sites are reviewed for keyword rankings monthly

50. Almost 1/3 of participating companies are the first organic result

51. WaterFurnace dealers are targeting 2500+ unique cities

53. 13 of 20 cities were the 1st organic result

56. Win market share by saturating 1st page results

57. Gain insight on performance of marketing tools - givecustomers tools to determine short term (simple) ROI