WaterFurnace International Online Marketing Case Study

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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.

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WaterFurnace International Online Marketing Case Study

  1. 1. Tim Litton<br />Director of Marketing<br />WaterFurnace International<br />Twitter.com/timlitton<br />Linkedin.com/in/timlitton<br />
  2. 2. The Internet is essential to any modern business<br />
  3. 3. 80%<br />
  4. 4. 67%<br />
  5. 5. Very few ever make it to the second page<br />
  6. 6. To compete, local businesses must have a professional online presence that ranks well with Google.<br />
  7. 7.
  8. 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.<br />
  9. 9. Typically Two types of customers<br />Hands-on Technicians Active Marketers<br />
  10. 10. Typically Two types of customers<br />Hands-on Technicians<br /><ul><li>Experts on product
  11. 11. Comfortable with servicing and installing equipment
  12. 12. Limited website or no website at all</li></li></ul><li>Typically Two types of customers<br />Hands-on Technicians Challenges<br /><ul><li>No geothermal information online
  13. 13. Not comfortable with creating or maintaining a website
  14. 14. Don’t have time or money to have someone create site from scratch</li></li></ul><li>Typically Two types of customers<br />Hands-on Technicians Challenges<br /><ul><li>Local web guy doesn’t understand geothermal and offers limited copywriting
  15. 15. Challenging to keep on top of constantly evolving product information</li></li></ul><li>Typically Two types of customers<br />Active marketers<br /><ul><li>Comfortable with marketing tools and activities
  16. 16. Comfortable with new technology
  17. 17. Have a website</li></li></ul><li>Typically Two types of customers<br />Active marketers challenges<br /><ul><li>Usually have limited geothermal information
  18. 18. Lead time and cost is high for website updates
  19. 19. A quality business website is expensive</li></li></ul><li>Typically Two types of customers<br />Active marketers challenges<br /><ul><li>Traditionalagencies have a hard time understanding geo
  20. 20. Challenging to keep on top of constantly evolving product information</li></li></ul><li>Corporate<br />Corporatechallenges<br /><ul><li>Little control over dealer/franchise messaging
  21. 21. Little control over visual representation of your brand
  22. 22. No insight into performance of websites (leads, traffic)</li></li></ul><li>
  23. 23.
  24. 24. WaterFurnace Dealer Websites<br /><ul><li>Partnered with Cirrus ABS
  25. 25. Goal: Provide powerful choices at a fair price
  26. 26. Built for SEO
  27. 27. Address the needs of both businesses</li></li></ul><li>Solutions for both types of businesses<br />Active Marketer<br /><ul><li>Dedicated geothermal information
  28. 28. Content easily and quickly updated by corporate
  29. 29. Pictures and copy are customizable to reflect dealer brand</li></li></ul><li>If you can edit a Word document, you can edit your website.<br />
  30. 30.
  31. 31. Solutions for both types of businesses<br />Active Marketer<br /><ul><li>Personalizationis rewarded by search engines
  32. 32. Affordable - Start at $50/mo</li></li></ul><li>Solutions for both types of businesses<br />Active Marketer<br /><ul><li>Dedicated geothermal information
  33. 33. Content easily and quickly updated by corporate
  34. 34. Pictures and copy are customizable to reflect dealer brand</li></li></ul><li>Solutions for corporate<br />Corporate<br /><ul><li>Create initial messaging and images
  35. 35. Eliminates obsolete or out-of-date information in the wild
  36. 36. Easy communication of promotions</li></li></ul><li>
  37. 37. Track dealer<br />performance with<br />built-in analytics<br />
  38. 38.
  39. 39. New templates are added periodically<br />Switch easily between looks<br />
  40. 40. Paid Search & Call Tracking Options available for one low price<br />
  41. 41. Paid Search<br /><ul><li>Create ads for Google, Bing or Yahoo to drive more leads to local site.
  42. 42. Provides immediate traffic for keywords which your website may not be optimized for
  43. 43. Ads are tested and refined
  44. 44. Administration by experts at Cirrus</li></li></ul><li>Call Tracking<br /><ul><li>5 numbers Included in your Paid Search
  45. 45. Provide metric data on activities
  46. 46. Assign each number to a different medium (Print, TV, Radio, etc.)</li></li></ul><li>No other manufacturer provides a solution with this much control and that’s easy to update<br />Make changes on your own, when you want them!<br />
  47. 47. Results:<br /><ul><li>To date almost 230 dealers have signed up for the program.
  48. 48. Sites are reviewed for keyword rankings monthly
  49. 49. City Name + geothermal searched in Google and the results are recorded.</li></li></ul><li>Results:<br /><ul><li>Currently, more than of 60% of primary target cities appear on the first page of Google.
  50. 50. Almost 1/3 of participating companies are the first organic result
  51. 51. WaterFurnace dealers are targeting 2500+ unique cities
  52. 52. First page results for over 1800+ cities</li></li></ul><li>Geothermal Solutions<br /><ul><li>39 days old
  53. 53. 13 of 20 cities were the 1st organic result
  54. 54. 19 of 20 cities were on the 1st page (95%)</li></li></ul><li>Geothermal Solutions has said that for their previous site, they were told a customer had found them online only 3 or 4 times over 3 years. They’ve been found more online in the last 39 days than in 3 years of their previous site.<br />
  55. 55. Summary:<br /><ul><li>As Google gives increasing priority to local search, companies must provide dealers/franchises SEO tools in order to maximize visibility
  56. 56. Win market share by saturating 1st page results
  57. 57. Gain insight on performance of marketing tools - givecustomers tools to determine short term (simple) ROI
  58. 58. Have better control over how your brand is portrayed</li></li></ul><li>Thank You!<br />

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