The HVAC Contractor as Publisher: Leveraging Social Media with Content
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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.
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The HVAC Contractor as Publisher: Leveraging Social Media with Content
- 1. Today’s Topic: The Contractor as Publisher: Blogging 101
- 3. Content Marketing 6-8 September, 2011
- 5. How Did We Make Buying Decisions 15 YEARS AGO?
- 7. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
- 9. Buying Decisions Today (90%)
- 10. Looking to Solve Problems
- 16. Hubspot
- 17. Hubspot
- 18. Blogs Get More Business
- 19. 4x More Likely to Be Found
- 22. Blogs Get More Links
- 23. Blogs Get More Traffic
- 25. Content Wins 67% More Likely to Purchase Custom Content Council
- 26. Do blogs affect your purchase decisions? (75%) Hubspot
- 29. Influence Your Customers SocialCapitalManagement.com
- 38. Positions Contractor as the True Expert
- 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.”
- 46. ONLINE TIPS
- 47. YOU YOU YOU Don’t Blog about
- 51. FIND Customers’ Pain Points KEYWORD ANALYSIS
- 53. Google Alerts
- 56. Tweetdeck
- 58. CALL TO ACTION Think first about your
- 60. Multiple Uses
- 62. Blogs as PR
- 63. Key Online Tips
- 68. Thanks and Q&A Joe Pulizzi [email_address] @juntajoe FREE RESOURCE: http://bit.ly/HVAC-Blog Images Courtesy of Shutterstock
Editor's Notes
- SCRIPT Welcome to SocialTract If you are viewing this demo – you are an HVACR contractor/owner or a marketing professional looking to grow your business by leveraging the Internet. Over the next few minutes, we’ll show you how with SocialTract.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- The more you blog, the more business you get (according to a Hubspot survey)
- More opportunity to be found in search engines.
- More people link to your content from other sites.
- More web traffic.
- PROBLEM…most dealer sites have the exact same information on them…what makes you different from the others???
- According to the Custom Content Council, companies that provide helpful information as part of their marketing are 60% more likely to get the sale versus those that do not provide valuable information.
- So, the idea is simple then. Create really valuable content, syndicated in a variety of ways (found in search engines and social media) to attract and retain customers.
- SocialTract is first a blogging service for HVAC dealers. We develop a custom content plan for them based on their products/services and expertise areas. We create their own custom blog based on their branding, set up their Twitter, Facebook and LinkedIn accounts, and in 30 days we begin blogging for/with them – 2 blog posts per week every week – which results in over 100 posts over a 12 month period. That’s 100 additional ways that customers can find and share their content.
- So, when consumers are searching for answers to their problems, evaluating dealers, etc., it’s the dealer with the SocialTract blog that is positioning themselves as the real expert that separates them from the pack.
- And so far, since launching our first blog, Conditioned Air, a Lennox dealer out of Southwest Florida, we are seeing this work.
- Finding them in search engines – and make sure when they are searching for the exact company they are found
- Found in long-tail searches as well.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.