Internet Marketing for Home Performance

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Peter Troast's presentation at the EGIA/BPI Contractor Exchange in Farmingdale, NY 5.18.12

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Internet Marketing for Home Performance

  1. 1. Internet Marketingfor Energy Efficiency Contractors EGIA/BPI Contractor Exchange May 18, 2012
  2. 2. Peter TroastFounder/CEO of Energy Circle and Energy CirclePROWork with auditors, home performance, energyefficiency companies in 46 statesAggregate data from pool of 175 opted in homeperformance companiesCFM50 reduction of my house so far: 3800 to 2200Fuel Oil Reduction: 110 gallons/month to 59 (winter)5 Electricity Monitors Measuring My House29-50% Electric Use Reduction Since MonitoringStarted in ’08Followers on Twitter: 5644 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 2
  3. 3. www.energycircle.com/pro/blog
  4. 4. 50% 1-2%Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 4
  5. 5. 4 Important Pillars to Marketing Success Primary Organic Website Search Google Facebook Places Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 5
  6. 6. Marketing is Changing duhInternet Marketing 101, ACI 2012 Conference, Baltimore, MD 6
  7. 7. 200 Million
  8. 8. How People Buy TodayHas Been Turned on it’s Head
  9. 9. Google is the New Yellow Pages DATE 11
  10. 10. The Social Media Revolution--Not a Fad• 93% of US adult internet users are on Facebook• US internet users spend 3X more time on blogs/ social networks than on email• 2/3 of US internet users regularly use a social network• US local SMB’s use social media marketing • Facebook 70% • LinkedIn 58% • Twitter 40% • YouTube 27%• Inbound Mktg costs 62% less per lead than traditional Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle DATE
  11. 11. Interruption Marketing Is Less and Less Effective Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 13
  12. 12. Google: Zero Moment of Truth 14
  13. 13. You Don’t Buy Those Visitors. You Earn Them.
  14. 14. In·bound Mar·ket·ing-noun Any tactic that relies on earning people’s interest rather than buying it.
  15. 15. So What’s It All Mean forHome Performance Businesses? 17
  16. 16. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Primary WebsitePrint Vehicles Google PlacesTV Lawn Signs Organic SearchTelemarketing Direct Mail Paid SearchRadio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead Gen 18
  17. 17. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Primary WebsitePrint Vehicles Google PlacesTV Lawn Signs Organic SearchTelemarketing Direct Mail Paid SearchRadio Door Hangers Facebook Presentations Twitter Home Shows Email Newsletters Open Houses Group Buying Lead GenHigh Commitment Low Commitment High Cost Modest Cost High Risk Low Risk 19
  18. 18. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 20
  19. 19. Cost Per Acquisition DATE 21
  20. 20. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 22
  21. 21. Elements of a Plan Impressions/ Conversion # of Conversion Conversion Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPACommunity 1000 500 10.00% 100 50% 50 50% 25 $20Email 12000 1000 2.50% 300 25% 75 50% 38 $27Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Directories 5000 500 0.25% 13 35% 4 50% 2 $229Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Lead Gen 1750 50 15% 8 20% 2 $1,167TOTAL 25050 204 $293 $1.74 million @ 7500/job DATE 23
  22. 22. Is Your Website Performing? Not...is it pretty? Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 24
  23. 23. 1 4 3 2DesignUsability 6 5StructureNavigation 6 7User InterfaceSpeed 4ConversionContentSEO 7 8
  24. 24. Four Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content About Your Services 4. A Keyword Focused Strategy Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 26
  25. 25. How CTA’s Perform Traffic -> ConversionCall to Action Landing Page Conversion -­‐> -­‐> Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 27
  26. 26. Different Audiences Different CTA’s DATE 33
  27. 27. Value Statement Relevance Offer Action
  28. 28. Where Do CTA’s Belong?• On Your Website• In Your Email Newsletter• In Your Email Signature• On Your Brochures• On Your Trucks and Lawn Signs• In Advertising• In Presentations• In Videos DATE 36
  29. 29. From Home to Where?First Click Traffic Flow Home Page --> About Us = 70% Home Page --> Services Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 EGIA/BPI 37
  30. 30. Best Practices--About Us Page 38
  31. 31. A Good About Us Page• Use Photos• Be Personal• Share your Business Philosophy• Show off your Credentials• Demonstrate your Community Commitmenthttp://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 39 EGIA/BPI
  32. 32. Services Content• TopPerforming Pages in Search• People are Looking for... • an Energy Audit • Attic Insulation • Cellulose Insulation • a new Furnace • Solar Panels • New Windows• Getting Found = Having Content Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 40 EGIA/BPI
  33. 33. Search Engine Optimization (SEO) Doesn’t Have to Be Complicated Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 41
  34. 34. What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or web page in search engines via the "natural" or un-paid (“organic” or "algorithmic") search results. Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 42
  35. 35. Understanding Search Social Context + Authority + Signals Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
  36. 36. Understanding Search Social Context + Authority + Signals Site Incoming Spreading Content Links Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
  37. 37. PaidSearch
  38. 38. Organic FullListings
  39. 39. Organic PinListings
  40. 40. Organic PinListings
  41. 41. Link to Website Pin, Address & (title tag or Phonebusiness name) Star Rating & Link to Places Page
  42. 42. Primary Result with Places SiteLinksFacebook
  43. 43. Does Your Content MatchWhat People Are Searching For?Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 54
  44. 44. Understanding Keyword Volumes Green Building 165000 Sustainable Building 74000 Green Construction 40500 Green Homes 301000 Green Remodeling 4400 Building Green 165000 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 11.14.11 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 55
  45. 45. Understanding Keyword Volumes home energy 246000 solar energy 550000 renewable energy 450000 wind power 301000 energy efficiency 301000 home performance 18100 0 120000 240000 360000 480000 600000 Data from Google External Keyword Tool on 11.14.11 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 56
  46. 46. Understanding Keyword Volumes Energy Rating 22000 Energy Assessment 8100 Energy Audit 60500 Energy Evaluation 0 Energy Auditor 49500 Energy Auditing 33100 0 14000 28000 42000 56000 70000 Data from Google External Keyword Tool on 11.14.11 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 57
  47. 47. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 energy audit 60500 energy upgrade 6600 deep energy retrofit 480 0 14000 28000 42000 56000 70000 Data from Google External Keyword Tool on 11.14.11 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 58
  48. 48. Understanding Keyword Volumes Energy Star Homes 5400Energy Efficient Homes 18100 Green Homes 301000 Net Zero Homes 2400 Passive House 22200 LEED Homes 5400 0 80000 160000 240000 320000 400000 Data from Google External Keyword Tool on 11.14.11 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 59
  49. 49. Top 10 by Volume & Intent Local Intent Buying Intent Energy Audit $ Insulation - Service $ Home Energy Efficiency Wet BasementInsulations - Rooms of House $ Insulation - Materials Furnace $ Program/Rebate/Credit $ Windows $ Home Heating/Cooling $ 60
  50. 50. Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 61
  51. 51. Google Insights for Search http://www.google.com/insights/search/ Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 62
  52. 52. Keyword Research Takeaways• Keyword volume is a proxy for the mindset of the consumer• Keyword data is one point in time--not where the world has been or where it is going• Beware the “mile wide and inch deep” tendency• To start, focus on 5-10 terms, and concentrate on 1-3 Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 63
  53. 53. Google Places It’s really importantInternet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 64
  54. 54. The Importance of Google Places 66
  55. 55. Google Places Done Right 67
  56. 56. Reviews: Online Word of Mouth 68
  57. 57. Maximizing Google Places Reviews, Reviews, Reviews! (on Google) Choose Categories Carefully Keep it Fresh Photos Video Review Responses Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 70
  58. 58. Marke)ng  is  ChangingNo Longer An Option Social Media an increasingly important part of the puzzle DATE
  59. 59. Priority  2 Why? Because….it’s Google New and Cutting EdgeTied to Your Google Places Page Easy to Set Up DATE
  60. 60. Google  +Google+ DATE
  61. 61. Priority  1 You Don’t Need to Like It You Don’t Need to Use It PersonallyIt is Increasingly Important to Your Business DATE
  62. 62. First Steps--Setting Up a Page DATE
  63. 63. Basic  InfoBasic Info LogoDescription Name, Address, Phone Photos Likes DATE
  64. 64. Social Links on Your Site DATE
  65. 65. But..What Do I Say?The Challenge of Content Everyone’s Achilles Heel 78
  66. 66. Everyone’s Achilles Heel Difficult to Find the Time Uncertain About What to Write Maintaining Pace and Frequency 79
  67. 67. Content “as a system” DATE
  68. 68. Great Content isRight in Front of You 81
  69. 69. Generating Content If someone’s wasting money in a house you visit, write an article about it. Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
  70. 70. Put Your Photos to Work Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
  71. 71. Find the Juicy Topics Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012
  72. 72. Content: Every Press Mention DATE
  73. 73. Content: What’s This? DATE
  74. 74. Content: Article Links DATE
  75. 75. Content:  Give  to  GetContent: Give to Get DATE
  76. 76. Content: Project Photo Albums DATE
  77. 77. Content: YouTube Videos DATE
  78. 78. Home PerformanceCompanies Doing it Well 91
  79. 79. First Steps & PrioritiesEssentials:Simple Marketing Plan with Metrics!Tune Your Primary WebsiteGoogle PlacesTest Social Media--Facebook FirstAfter That:Regularize ContentHave a Keyword StrategyExpand Social Media--Frequency & ReachExplore internet marketing--PPC/SEO 94
  80. 80. Contact Peter Troast Energy Circle 207.865.3400 ptroast@energycircle.com Twitter: @EnergyCircle LinkedIn: http://www.linkedin.com/in/petertroast Energy Circle PRO Blog: www.energycircle.com/pro/blog 95

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