Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The HVAC Contractor as Publisher: Leveraging Social Media with Content

2,480 views

Published on

Presentation developed for HVAC contractors on how to use a blog as the center of an online marketing/social media marketing program. Presentation created on behalf of SocialTract.

Published in: Business
  • Be the first to comment

  • Be the first to like this

The HVAC Contractor as Publisher: Leveraging Social Media with Content

  1. Today’s Topic: The Contractor as Publisher: Blogging 101
  2. <ul><li>The leading blogging platform for HVAC/Plumbing Contractors with customers in more than 30 states and Canada. </li></ul>Joe Pulizzi
  3. Content Marketing 6-8 September, 2011
  4. AGENDA <ul><li>The importance of publishing online content. </li></ul><ul><li>What’s working for contractors. </li></ul><ul><li>Additional online tips. </li></ul><ul><li>Q&A </li></ul>
  5. How Did We Make Buying Decisions 15 YEARS AGO?
  6. Traditional Marketing
  7. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
  8.  
  9. Buying Decisions Today (90%)
  10. Looking to Solve Problems
  11.  
  12.  
  13.  
  14.  
  15.  
  16. Hubspot
  17. Hubspot
  18. Blogs Get More Business
  19. 4x More Likely to Be Found
  20.  
  21.  
  22. Blogs Get More Links
  23. Blogs Get More Traffic
  24. Corporate Brochure-itis
  25. Content Wins 67% More Likely to Purchase Custom Content Council
  26. Do blogs affect your purchase decisions? (75%) Hubspot
  27.  
  28. Why? <ul><li>Great blog content makes us sound interesting and positions us as experts </li></ul><ul><li>Search engines love blogs </li></ul><ul><li>Social media loves blogs </li></ul><ul><li>Your customers read blogs </li></ul><ul><li>Non-sales touch </li></ul><ul><li>Minimal investment compared to outbound marketing options </li></ul>
  29. Influence Your Customers SocialCapitalManagement.com
  30. Contractor Case Study <ul><li>2010 ACCA Contractor of the Year </li></ul>
  31.  
  32.  
  33. Retention/Engagement
  34. Facebook Tip <ul><li>Share on Facebook, get $XX off this visit. </li></ul>
  35.  
  36.  
  37. Google – Jan 25, 2011 <ul><li>Google now uses social usage of Twitter into search rankings </li></ul>
  38. Positions Contractor as the True Expert
  39.  
  40. Found in Search
  41. Long-tail Search
  42. According to Theo Etzel “ The content from the blog helps us build relationships with our customers. We need many different types of touches, including content on our website.” “ Marketing is a big bucket where multiple tools reside. Advertising, painted truck schemes, local event sponsorship, are all part of the mix. We believe blogging demands a portion of our budget, especially as younger people become more affluent.”
  43. Measurement <ul><li>Increase in leads coming into your website </li></ul><ul><li>Less customer turnover </li></ul><ul><li>Inbound links to your website (from other sites that link to your content) </li></ul><ul><li>Enewsletter signups </li></ul><ul><li>Blog alert signups </li></ul><ul><li>Shortening of the buying cycle </li></ul><ul><li>More customers signing up to service maintenance agreements </li></ul><ul><li>Engagement measures, such as when a customer or prospect visits three or more pages (those visitors are more likely to buy). </li></ul>
  44.  
  45.  
  46. ONLINE TIPS
  47. YOU YOU YOU Don’t Blog about
  48.  
  49.  
  50. LISTENING TOOLS Use
  51. FIND Customers’ Pain Points KEYWORD ANALYSIS
  52. Google External Tool
  53. Google Alerts
  54.  
  55. Twitter Advanced Search
  56. Tweetdeck
  57.  
  58. CALL TO ACTION Think first about your
  59. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our toolkit </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a quote </li></ul>
  60. Multiple Uses
  61. Customer eNewsletter
  62. Blogs as PR
  63. Key Online Tips
  64. Customer Reviews <ul><li>Asking for Reviews </li></ul>
  65.  
  66.  
  67. Video Integration
  68. Thanks and Q&A Joe Pulizzi [email_address] @juntajoe FREE RESOURCE: http://bit.ly/HVAC-Blog Images Courtesy of Shutterstock

×