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The Real-World Guide to Social Media for Contractors

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The Real-World Guide to Social Media for Contractors

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Presentation given by Joe Pulizzi at Mechanical Systems week (Comfortech) on the strategy behind an effective social media program for HVAC and plumbing contractors. Focuses less on channels and more on how to leverage blogs and social for being found in search.

Presentation given by Joe Pulizzi at Mechanical Systems week (Comfortech) on the strategy behind an effective social media program for HVAC and plumbing contractors. Focuses less on channels and more on how to leverage blogs and social for being found in search.

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The Real-World Guide to Social Media for Contractors

  1. @juntajoe SOCIAL MEDIA: A Real-World Guide for Contractors Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
  2. @juntajoe What you won’t get in this session…
  3. @juntajoe TODAY’S AGENDA • Move Fast – Over 100+ Slides! • Brief History of Content Marketing (huh?) • The Problem with “What?” • Social Media Starts with Storytelling • Steps to Get Started • Q&A
  4. @juntajoe
  5. @juntajoe
  6. @juntajoe THINKING DIFFERENT • Not paid – participation • Not rending – owning • Communicating human – not corporate • Instantaneous • Open Publishing • Non-interruption – You Need to Be Interesting
  7. @juntajoe THINKING DIFFERENT • Not paid – participation • Not rending – owning • Communicating human – not corporate • Instantaneous • Open Publishing • Non-interruption – You Need to Be Interesting And, for contractors, right now the play is in SEARCH
  8. @juntajoe FORGET THE SOCIAL CHANNELS
  9. @juntajoe
  10. @juntajoe What happens when you start telling a story?
  11. @juntajoe The Barriers Are Gone • Content Acceptance • Talent • Technology
  12. @juntajoe Traditional Marketing
  13. @juntajoe Traditional Marketing Challenges 800-555- 1234 Annoying Salesperso n
  14. @juntajoe
  15. @juntajoe
  16. @juntajoe
  17. @juntajoe
  18. @juntajoe Searching for Information Google/Zero Moment of Truth
  19. @juntajoe Looking to Solve Problems
  20. @juntajoe
  21. @juntajoe
  22. @juntajoe
  23. @juntajoe
  24. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation
  25. @juntajoe http://bit.ly/2012cmtrends
  26. @juntajoe
  27. @juntajoe THE PROBLEM WITH WHAT?
  28. @juntajoe
  29. @juntajoe
  30. @juntajoe
  31. @juntajoe
  32. @juntajoe WHY?
  33. @juntajoe
  34. @juntajoe
  35. @juntajoe
  36. @juntajoe Why?
  37. @juntajoe Marcus Sheridan CEO, River Pools & Spas
  38. @juntajoe 2007 • $4.5 million in Sales • $250,000 advertising spend
  39. @juntajoe 2007 • $4.5 million in Sales • $250,000 advertising spend 2011 • Sold more fiberglass swimming pools than any other pool retailer in North America. • $40,000 in advertising spend • Won 15% more bids • Cut sales cycle in half.
  40. @juntajoe
  41. @juntajoe 75,000 visits per month
  42. @juntajoe Yep, David vs. Goliath is Real
  43. @juntajoe
  44. @juntajoe Blogs Get More Business
  45. @juntajoe 4x More Likely to Be Found
  46. @juntajoe How Many Tickets Do You Have?
  47. @juntajoe How Many Tickets Do You Have?
  48. @juntajoe
  49. @juntajoe
  50. @juntajoe
  51. @juntajoe
  52. @juntajoe
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  55. @juntajoe
  56. @juntajoe
  57. @juntajoe
  58. @juntajoe Where’s the Social?
  59. @juntajoe Photo courtesy WebMarketingPros.com
  60. @juntajoe Why? • Great blog content makes us sound interesting and positions us as experts • Search engines love blogs • Social media loves blogs • Your customers read blogs • Non-sales touch • Minimal investment compared to outbound marketing options
  61. @juntajoe THE LEADING EXPERT IN YOUR REGION
  62. @juntajoe
  63. @juntajoe Set Up LISTENING POSTS
  64. @juntajoe FIND Customers’ Pain Points KEYWORD ANALYSIS
  65. @juntajoe Google External Tool
  66. @juntajoe
  67. Google Alerts @juntajoe - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
  68. @juntajoe
  69. @juntajoe
  70. @juntajoe This is Tweetdeck, a Twitter Management Tool IMPORTANT: Follow keywords, # and your brand names
  71. @juntajoe
  72. @juntajoe Log Your Customer QUESTIONS
  73. @juntajoe
  74. @juntajoe
  75. @juntajoe Create Your PUBLISHING HUB
  76. @juntajoe
  77. @juntajoe
  78. @juntajoe DIY MANAGED
  79. @juntajoe Focus on Content DISTRIBUTION
  80. @juntajoe
  81. @juntajoe
  82. @juntajoe
  83. @juntajoe
  84. @juntajoe
  85. @juntajoe
  86. @juntajoe
  87. Email Newsletter @juntajoe
  88. @juntajoe
  89. @juntajoe The Key Is CONSISTENCY
  90. @juntajoe
  91. @juntajoe
  92. @juntajoe
  93. @juntajoe 2 YEARS 200 POSTS
  94. @juntajoe Then Focus On The CALL TO ACTION
  95. @juntajoe
  96. @juntajoe
  97. @juntajoe Facebook Ideas • Discounts for following on Facebook. • After service, send customers a note to follow you on Facebook. • Have customers share testimonials on Facebook.
  98. @juntajoe • EMAIL IS CRITICAL
  99. @juntajoe
  100. @juntajoe
  101. @juntajoe
  102. @juntajoe THE LEADING EXPERT IN YOUR REGION
  103. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com
  104. @juntajoe • Takes Commitment! • Do It Yourself – Or Outsource. • Still Need Someone INSIDE the organization to manage your brand on social media. • Assets and Advertising – start converting your thinking now…
  105. @juntajoe November 7-8, 2012 Cleveland, OH November 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
  106. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH
  107. @juntajoe

Editor's Notes

  • The more you blog, the more business you get (according to a Hubspot survey)
  • More opportunity to be found in search engines.
  • Think of online content like the lottery…the more tickets you have, the more opportunity for your customers to find you.
  • More tickets = more opportunities.
  • 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.
  • DIRECTION The Magnet blog then pushes out to FB, Twitter and LinkedIN. SCRIPT Next, we set up your social networking identities on Facebook, Twitter and LinkedIN, and connect them to your blog site. Those become your outposts – places where we can spread our great content and drive customers to your blog site.
  • 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.
  • 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.
  • 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.

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