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Peter troast lipa_marketing_bootcamp_slides

  1. 1. LIPA ContractorOne Day Marketing Bootcamp Sponsored by LIPA April 2, 2013
  2. 2. Peter TroastFounder/CEO of Energy Circle andEnergy Circle PROWork with energy efficiency contractors in46 statesAggregate data from pool of 245 opted inenergy efficiency/insulation/homeperformance contractorsStrategic marketing for 25 years:semiconductors, packaging, paper,banking, ski resorts.Energy Circle PRO Blog/WeeklyNewsletter 2
  3. 3. Good Day to Be in New York! 8-2 First opening day loss since 1982 3
  4. 4. AgendaMorning Session 9 - 10:30 The Changing World of Marketing for Contractors Challenges of Marketing on Long Island The New World of Local Search The Importance of Marketing PlanningBreak 10:30 to 10:45Late Morning Session 10:45 to 12 Getting Started on Marketing Planning Segmenting Your Audience (Exercise #1) Establishing the Brand Foundation (Exercises #2 and 3)Lunch 12 to 1 4
  5. 5. AgendaEarly Afternoon Session 1 - 2:30 Evaluating and Selecting Marketing Tactics Understanding Search Putting Your Website to Work (Exercise #4) Marketing LIPA Programs Understanding & Optimizing Your Google+ Local PageBreak 2:30 to 3Late Afternoon Session 3 to 5 Building Your Tactical Marketing Plan--the Must Haves (Exercise #5) Approaches to Active Lead Generation (Reviews, Referrals & Word of Mouth, Social Media, Community, PPC, Facebook advertising, Hyperlocal Advertising, Vehicles & Branding, Email) 5
  6. 6. Links & Resources:www.energycircle.com/pro/LIPA 6
  7. 7. Continuing Education ApprovalsBPI: 4 creditsNABCEP: 6 creditsRESNET: TBD 7
  8. 8. Marketing is Changing duh 8
  9. 9. 200 Million
  10. 10. This isInterruption Marketing and it is increasingly ineffective 16
  11. 11. How People Buy TodayHas Been Turned on it’s Head
  12. 12. Realize a Need 18
  13. 13. Investigate Options Data from Google External Keyword Tool on 11.14.11 19
  14. 14. Ask our Friends 20
  15. 15. Turn to Social Media: Blog Sites DATE 21
  16. 16. Turn to Social Media: Twitter DATE 22
  17. 17. Turn to Communities: Q&A 23
  18. 18. Big Trend: The Pinterization of the Web DATE 24
  19. 19. Dig Into Every Detail Available 25
  20. 20. Finally...Buy (Convert to Sale) 26
  21. 21. You Don’t Buy Those Visitors. You Earn Them.
  22. 22. In·bound Mar·ket·ing-noun Any tactic that relies on earning people’s interest rather than buying it.
  23. 23. Google: Zero Moment of Truth 29
  24. 24. Social Proof The Most Powerful Concept in Marketing DATE 30
  25. 25. So What’s It All Mean forLong Island Contracting Businesses? 32
  26. 26. NY DMA: the US’s #1 Most Expensive Mkt DATE 33
  27. 27. The Unique Challenge of Long Island• Expensive• Competitive (relatively)• Hyperlocal Market Mixed• Inconsistency on How People Identify Geographically • Long Island • Suffolk County • Babylon DATE 34
  28. 28. Local, Local, Local 35
  29. 29. Google is the New Yellow Pages DATE 36
  30. 30. Why is Planning So Important? 42
  31. 31. Yesterday’s Marketing Mix 10% Yellow Pages Direct Mail 8% Referral Program Home Shows Unknown 8% 44% 31% 43
  32. 32. Today’s Marketing Mix 1% 12% 15% Organic Web Paid Web Direct Mail 4% 13% Social Media Print Ads Public Relations 8% Directories Email 3% Home Shows Community Open Houses 7% 11% Past Customers Referral Program 3% Lead Gen 3% 3% 1% 16% 44
  33. 33. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Active ReferralPrint Vehicles Primary WebsiteTV Lawn Signs Google+ LocalTelemarketing Direct Mail Organic Search Door Hangers Paid SearchRadio Presentations Online Display Home Shows Facebook Open Houses Twitter Community Email Newsletters Lead Gen 45
  34. 34. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Active ReferralPrint Vehicles Primary WebsiteTV Lawn Signs Google+ LocalTelemarketing Direct Mail Organic SearchRadio Door Hangers Paid Search Presentations Online Display Home Shows Facebook Open Houses Email Newsletters Community Lead GenHigh Commitment Low Commitment High Cost Modest Cost High Risk Low Risk 46
  35. 35. Evaluating Your Marketing OptionsWhat’s Available?Effectiveness ROI--Cost per Acquisition, Cost per Lead BudgetResources to Execute Available Staff Your own time Outsourcing OptionsSustainabilityDo You Like It? 47
  36. 36. What Do People Trust? Forrester Research, March 21, 2013 DATE 48
  37. 37. What is Marketing’s Role at Every Stage of the Buying Cycle? 49
  38. 38. Stages of the Buying Cycle Awareness Interest Evaluation Decision Purchase 50
  39. 39. Home Performance Buying CycleStimulusAwarenessConsideration (Education)Conversion to AuditEvaluation of Audit ResultsConsideration (ROI, Financing)Sell the JobComplete the JobPerceived Value of the JobPosition for Phase 2Rinse and Repeat 51
  40. 40. Roles in the Buying Cycle Mktg SalesStimulus ✔Awareness ✔Consideration (Education) ✔Close the Audit ✔ ✔Evaluation of Audit Results ✔ ✔Consideration (Affordability, ROI) ✔Sell the Job ✔Complete the Job ✔Perceived Value of the Job ✔Position for Phase 2 ✔Sell Phase 2 ✔ 52
  41. 41. Tactics for Each Stage of the Cycle Mktg Role Ads, DM, Web, PPC, HomeStimulus Shows, Community, Social Ads, DM, Web, PPC, HomeAwareness Shows, Community, Social Web, White Paper, Lead Gen,Consideration (Education) VideoClose the Audit Collateral, PresentationsEvaluation of Audit Results Audit PresentationConsideration (Affordability, ROI) Web, Collateral Proposal, Web, Collateral,Sell the Job Case Study, TestimonialComplete the Job Web, VideoPerceived Value of the Job Leave behind, reportPosition for Phase 2 Email, CRM, Retention, Web Proposal, Web, Collateral,Sell Phase 2 Case Study, Testimonial 53
  42. 42. Marketing Budgets: What Should You Spend?Conventional Wisdom 7% of Gross SalesDarren Slaughter--Contractor Marketing Expert 5 to 10% of Gross Sales 15% if Business is Less Than 5 Years OldAdams Hudson--HVAC Marketing Guy 4.3% is HVAC AverageRemodeling Magazine 3% for RemodelersGreen Homes America 5.3% (my calculations) 54
  43. 43. The Case for Good PlanningMarketing Today is More Fragmented Knowing what’s working is criticalGood Plans are Agile: Expect Course CorrectionsToday’s Tactics Require Less Commitment Flexibility & less risk is awesome! Adjusting demands vigilance and metricsSmall Teams Need Clear Accountability Marketing is less isolated; many people have a role The planning process engages your team 55
  44. 44. Timing Your Marketing 56
  45. 45. When is the Right Time?NOT Calendar YearNOT When the Pipeline is DryShould Be Tailored to Your Business Cycle Maximizing Peak Demand Filling in Slow PeriodsOur Challenge: Consumers are Reactive Your Goal is to Even the Demand 57
  46. 46. Planning Schedule 58
  47. 47. Heat/Cool Schedule Execute Execute 59
  48. 48. Typical Fall Schedule Plan Execute 60
  49. 49. Slow Season Schedule Execute 61
  50. 50. Marketing Tactics are Not Equal 62
  51. 51. 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 63
  52. 52. Cost Per Acquisition 64
  53. 53. 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 65
  54. 54. 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 66
  55. 55. Key Elements of a Marketing Plan• Situation Analysis • Market Conditions • SWOT • Competition• Goals & Objectives • Revenue • # of Jobs • Job Type• Target Market • Segmentation (Geographic, Demographic, Psychographic, Behavioral, Housing Type) • Customer Profiles (Personas) • Purchase Cycle• Marketing Strategy • Financial Goals • Services • Pricing • Positioning/Messaging • Calendar• Execution • Responsibility • Materials • Specific Tactics• Measurement 67
  56. 56. Key Elements of a Marketing Plan Situation Analysis• • Market Conditions Analysis • • SWOT Competition Stage• Goals & Objectives • Revenue • # of Jobs • Job Type• Target Market • Segmentation (Geographic, Demographic, Psychographic, Behavioral, Housing Type) Planning • • Customer Profiles (Personas) Purchase Cycle Stage• Marketing Strategy • Financial Goals • Services • Pricing • Positioning/Messaging • Calendar Implementation• Execution • Responsibility Stage • Materials • Specific Tactics Monitoring• Measurement Stage 68
  57. 57. Marketing Plan Template 69
  58. 58. https://docs.google.com/document/d/1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNT WKs4vlCSw/edit? pli=1#heading=h.i97xywu3a2me
  59. 59. Situation AnalysisWhat are the key trends, forces and conditions affecting the business? What is an honest assessment of yourcompany’s strengths and weaknesses? How do you stack up against your competitors? • Market Conditions (programs, incentive changes, energy prices, macro economy) ◦ Incentive program likely to run out in June ◦ Last year’s warm winter has dulled the market ◦ 3 • SWOT (be honest) ◦ Strengths ■ Excellent work quality on air sealing and insulation ■ 2 ■ 3 ◦ Weaknesses ■ Job cleanliness ■ 2 ■ 3 ◦ Opportunities ■ Partnerships for solar and geothermal ■ 2 ■ 3 ◦ Threats ■ Growing competition from multiple sources ■ 2 ■ 3 • Competition (who are they and do you stack up?) ◦ Company 1 & core strength ◦ Company 2 & core strength ◦ Company 3 & core strength
  60. 60. Goals & ObjectivesWhat are the specific numerical goals you need to hit to make your plan? Do you have personal goals the businessneeds to support? Are there major milestones the business needs to accomplish? • Business Goals ◦ Revenue ◦ Margin ◦ # of Jobs ◦ Job Type • Personal Goals ◦ Shift in Role ◦ Days of Vacation ◦ 3 ◦ 4 • Strategic Goals ◦ Market Position (#1 in ______) ◦ Additional services ◦ Crew & Truck growth ◦ Key staff additions ◦ 4 ◦ 5
  61. 61. Target MarketWho is your ideal customer? What is their profile or persona? In what communities? What characteristics make acommunity ripe? What are their unique characteristics? Note: market segments can be Geographic, Demographic,Psychographic, Behavioral, Housing Type. • Customer Type ◦ Baby Boomer/Empty Nest/Last Home ◦ Segment & Persona 2 ◦ Segment & Persona 3 • Geography ◦ Freeport ◦ Location 2 ◦ Location 3 • Building Stock ◦ Split level Ranch ◦ Housing Type 2 ◦ Housing Type 3 ◦ Commercial 1 ◦ Municipal 1
  62. 62. Services, Products & PricingWhat current services or products are you offering and how are they packaged to the customer? Will you beadding services? Do you present to the market primarily as a service (energy upgrades) or as a product (anenergy audit or attic insulation)? How are they priced? How do you want to be known with respect to pricing: alittle more but well worth it? at market, but higher quality? best value? • Services (& Products) ◦ Stand alone Energy Audit ◦ Attic Air Seal and Insulation ◦ Service 3 ◦ New Service 1 ◦ New Service 2 • Pricing ◦ Service 1 ◦ Service 2 ◦ Service 3 ◦ Product 1 ◦ Product 2
  63. 63. Marketing StrategyWhat are the core foundations of your marketing? What really separates you from others? Do you have a single,remarkable differentiator that customers recognize? At a high level, what major initiatives will guide your overallmarketing effort? • Brand (What your company fundamentally stands for) ◦ Our Purpose: ◦ Our Ethics: ◦ What is Core to Our Company: ◦ Our Brand Attributes: Efficient, Bottom Line, Smart, Responsive • Identity (How your brand is manifested visually) ◦ Logo ◦ Look/Feel ◦ Voice ◦ Attitude • Positioning (relative to offerings, the market and the competition) ◦ No one does air sealing as thoroughly as we do--#1 in air flow reduction ◦ We cost slightly more, but it’s well worth it ◦ Position3 • Messaging (core communications that are frequently repeated) ◦ Winter’s Coming. Will Your House Be Ready? ◦ Is Your House a Hummer or a Prius? ◦ Message 3 ◦ Message 4 • Major Initiatives (overarching buckets, such as Introduce Solar Installation or Project Referral) ◦ Project Referral--all out effort to get referrals from past clients ◦ Lead Responsiveness--rapid response ◦ A Particular Incentive--Seize the Day ◦ Initiative 4
  64. 64. Tactics Management Tool https://docs.google.com/spreadsheet/ccc? key=0AofvLVthY691dENRWXdXaGR0WHF6cUZfVnBINzJaN1E#gid=0 DATE 76
  65. 65. Targeting Your Audience aka Segmentation 77
  66. 66. This is Segmentation where marketing planning begins 84
  67. 67. Types of Marketing SegmentationGeographic (Region, town, neighborhood)Demographic (age, gender)Psychographic (personality, values, attitudes,interests, lifestyles)Behavioral (based on actions, such as watching avideo, or opening an email)Housing Type (age, basement, known issues, oilheat) 85
  68. 68. PersonasTechie TomOverall Goal: To save energy and make his house more efficientbecause its the smart thing to do, and (secondarily) because its the rightthing to do. • Level of knowledge: Very high. Knows what tools are out there, which are best. Up to date on consumer reviews and reports. • Attitude toward shopping: I want to buy from people like me, who know their stuff. • Informational Sources: Web - blogs, Twitter, Major Media, Green focused media, Renewable media • What he wants:  I need more information than they have on their site - details, practical experience, proof that they are the experts, and the product will do what I need it to do. • Motivation for efficiency: Two-prongs: 1). its just smarter living. 2). its the right thing to do for the planet - and (3) soon, people are going to catch on to it, and efficiency is going to be the next big thing. He wants to be at the top of that wave.   Age: 35Profession: Software developerLocation: BostonPersonality: Type A. Over- educated energy geek. Likes to feelengaged, to be a part of the process.Home Life: Married. No kids.Hobbies/releases: Mountain biking, long-distance running. 86
  69. 69. PersonasHeather the Greenie • Overall Goal: Wants to feel a part of the green community because those people seem cool, and throw good parties. • Level of knowledge: Low. Often falls under the spell of green-washing tactics, and "buys green" because it feels like what she should do. Some uncertainty because she’s Republican and socially conservative. Not completely at ease with full-on Green.  • Informational Sources: Reads People Magazine on the sly, reads Vanity Fair,  husband Receives Economist, WSJ • What she wants:  Heather tends toward immediacy - buys when she sees something in the store, or hears about something that is widely appreciated. She wants to buy from either the cheapest place or the recognizable leader in the field. • Motivation for efficiency: Green is the new Coach bag. Age: 29Profession:  Former professional in banking industry, now a stay at homemom.Location: SuburbsPersonality: Heather is extroverted and funny. She likes to be busy, andappreciates a pretty constant buzz of activity. She is smart, and likes tosurround herself with bright and engaged people.Home Life: Heather has 4 children and a black lab. They have two houses - aski house and a house in the suburbs.  During ski season, she feels like she isconstantly schlepping between the two places. Shed like something, somehow to feel her life could be simpler. 87
  70. 70. Exercise #1: What Are Your Segments?Geographic (Region, town, neighborhood)Demographic (age, gender)Psychographic (personality, values, attitudes, interests, lifestyles)Behavioral (based on actions, such as watching a video, or opening an email)Housing Type (age, basement, known issues, oil heat)Depth of Pain--How Badly Do They Need What YouAre Selling?Is the Segment Easily Reached?How Big is the Segment? 88
  71. 71. Establishing Your Brand Foundation 89
  72. 72. Defining the Vocabulary Brand Identity Positioning & MessagingThe Self — Heart & Soul Personality, Demeanor & Style How do you relate to the rest of the world? Both potential dates (customers) and the competition. What do you say when? Purpose Logo Pricing Ethics Look/feel Practices Business Voice Offers & Incentives Attitude 90
  73. 73. Brand Basics: articulating who you are Brand Identity Positioning Messaging 91
  74. 74. Exercise #2: Your Brand Personality “Those guys are the best “They’re so responsive. My technicians in the business. email question was answered Their techs are highly trained, VS within 5 minutes, and when and I love the fact that they they were running 10 minutes really geek out about the late they called to let me know. equipment. I wouldn’t trust That’s the kind of contractor I anyone else.” want to give my business to.” Trustworthy, responsive, passionate, fun, energetic, genuine, expert, straightforward, quirky, sophisticated, sharp, scientific, professional, authoritative, direct, honest, premier, low cost, reliable, pricey but worth it. 92
  75. 75. Identity Basics: There’s no one right way. 93
  76. 76. Identity Basics: start with simple, quality ingredients Name Logo Typeface Colors Acme Inc. ABC, Inc Acme Inc. Acme Inc. Acme Inc. Smith Bros. Acme Inc. Energy Titans Acme Inc. 94
  77. 77. Identity Basics: spice as needed Tagline Spokesperson MascotDescriptive or Aspirational?Energy Efficiency ExpertsWe always do it right!Comfort is our Specialty 95
  78. 78. Identity Basics: a simple clear idea always works best 96
  79. 79. Identity Basics: particularly when used consistently F.A.Q.s What sets Complete Home Evaluation Services apart from other energy auditing businesses in the state? DeWitt uses advanced energy modeling software, which is not currently required by Efficiency Maine, to ensure quantifiable energy savings. His position as an audit-only firm prevents the conflict of interest inherent in the standard home performance contractor model. What are the benefits of a third-party audit? A conflict-free energy auditor acts as a trusted guide through what can be a complex process and the independence ensures that the auditor does not attempt to sell products or services that may not be necessary. DeWitt is always on the homeowner’s side, and has no financial gain when helping the homeowner choose which efficiency upgrades should be undertaken. What is unique about DeWitt’s diagnostic software? While the standard energy modeling system relies on user inputs that are open to operator adjustment, DeWitt’s cutting edge software minimizes the risk of human error, and goes above and beyond simple figures to include the actual cost of heat loss, and financial savings predictions that are tangible and comprehensible to homeowners. The software generates a comparison graph that shows the effectiveness of the efficiencyDeWitt is Maine’s premier home energy auditor.He works with homeowners to determine the numbers cannot be adjusted upgrades. The test out by the operator.most cost-effective energy solutions for theirparticular home—without trying to sell additionalproducts or services. This approach ensures a have a “test out” audit Why is it important toconflict-free energy audit, andretrofit work?his after distinguishesbusiness from the “one-stop-shop” competition. after improvements are made A follow-up energy audit is a necessary component of an effective energy retrofit.His unique, advanced software-based diagnostic While working with homeowners to find the bestsystem goes beyond mere prediction to showing contractors for a project DeWitt recommends thatreliable energy savings calculations, placing his homeowners work with contractors who will wait until hisbusiness at the pinnacle of the home energy follow-up audit is complete to receive the final paymentperformance landscape from the homeowner. This incentivizes quality work, in Maine. and ensures that predicted savings become reality. Trade show banner 97 33
  80. 80. Positioning & Messaging Your Your Your Company Audiences Competition IdentityPositioning Messaging 98
  81. 81. Positioning & Messaging Positioning is a long-term strategic decision. It is integral to your brand. Greening the world, one house at a time. Absolutely, positively the best price around. Expensive, but worth it. Messaging can be short-term and very tactical. But, it should not undermine your brand. Act now! Rebates are available.Positioning Summer Messaging is approaching. Preseason Offer. 99
  82. 82. Exercise # 3: What Are Your Core Messages? Ask Yourself: How Differentiated? How Memorable? We live, eat & breathe the best customer service in our market We understand building science like no one else, and make it practical for homeowners to understand We’ll beat anyone’s price Your Wife is Hot The Comfort Specialists We’re #1 in the #2 Business Nice People, Great Service Since 1928 48 Years in Long Island AtticsPositioning Messaging 100
  83. 83. Evaluating Tactics Lots of Options 101
  84. 84. The New Marketing LandscapeOld & Dying Old & Living New & ThrivingYellow Pages Word of Mouth Active ReferralPrint Vehicles Primary WebsiteTV Lawn Signs Google+ LocalTelemarketing Direct Mail Organic Search Door Hangers Paid SearchRadio Presentations Online Display Home Shows Facebook Open Houses Twitter Community Email Newsletters Lead Gen 102
  85. 85. Understanding Web Search It’s Not That Complicated 103
  86. 86. 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. 104
  87. 87. Understanding Search Social Context + Authority + Signals
  88. 88. Understanding Search Social Context + Authority + Signals Site Incoming Presence Content Links
  89. 89. PaidSearch
  90. 90. OrganicResults
  91. 91. Pin MapBlended Pin Result
  92. 92. Link to WebsiteReview Summary & Link to Places Page Map Pin & Link to G+ Local Page
  93. 93. PrimaryResult with SiteLinks
  94. 94. G+ Local
  95. 95. Does Your Content MatchWhat People Are Searching For? 116
  96. 96. 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 11.14.12 117
  97. 97. 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 11.14.12 118
  98. 98. 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 11.14.12 119
  99. 99. 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 11.14.12 120
  100. 100. Understanding Keyword Volumes duct sealing 5400 air sealing 3600 foam insulation 165000 cellulose insulation 22200 radiant barrier 33100 window replacement 165000 0 40000 80000 120000 160000 200000 Data from Google External Keyword Tool on 11.14.12 121
  101. 101. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 heating & AC 450000 insulation 1500000 energy audit 49500 0 300000 600000 900000 1200000 1500000 Data from Google External Keyword Tool on 8.26.12 122
  102. 102. Understanding Keyword Volumes central AC 110000 AC Repair 246000 AC service 135000 AC services 60500 heating & AC 450000 Ductless AC 49500 0 100000 200000 300000 400000 500000 Data from Google External Keyword Tool on 4.1.13 123
  103. 103. Understanding Keyword Volumes attic insulation 60500 spray foam 135000 foam insulation 165000 Soundproofing 110000 cellulose insulation 22200 blown in insulation 33100 wall insulation 40500 basement insulation 22200 fiberglass insulation 0 40000 80000 120000 160000 200000 Data from Google External Keyword Tool on 8.26.12 124
  104. 104. 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 $ DATE 125
  105. 105. The Long Tail Concept (Insulation)Rooms of Insulation InsulationHouse Types ServiceAttic Insulation Foam Insulation Insulation ContractorBasement Insulation Spray Foam Insulation InstallerWall Insulation Spray Insulation Insulation ServiceRoof Insulation Closed Cell Insulation SupplierHome Insulation Open Cell Foam ContractorSoundproofing Polyurethane Etc Fiberglass Batt Insulation Blanket Insulation Cellulose Insulation Blown Insulation Blown In 126
  106. 106. Google External Keyword Tool https://adwords.google.com/select/KeywordToolExternal 127
  107. 107. Google Insights for Search http://www.google.com/insights/search/ 128
  108. 108. Is Your Website Performing? Not...is it pretty? 129
  109. 109. 1 4 3 2DesignUsability 6 5StructureNavigation 6 7User InterfaceSpeed 4ConversionContentSEO 7 8
  110. 110. Four Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content About Your Services 4. Location, Location, Location 131
  111. 111. How CTA’s Perform Traffic -> ConversionCall to Action Landing Page Conversion -­‐> -­‐> 132
  112. 112. Value Statement Relevance Offer Action
  113. 113. Different Audiences Different CTA’s DATE 138
  114. 114. 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 139
  115. 115. From Home to Where?Dominant Traffic Flow Home Page --> About Us Home Page --> Services 70+% 140
  116. 116. Best Practices--About Us Page 141
  117. 117. 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 142 EGIA/BPI
  118. 118. Understanding Search Social Context + Authority + Signals Site Incoming Spreading Content Links
  119. 119. Services Content• TopPerforming Pages in Search• People are Looking for... • Attic Insulation • Cellulose Insulation • an Energy Audit • a new Furnace • Solar Panels • New Windows• Getting Found = Having Content 144 EGIA/BPI
  120. 120. Ideally: Dedicated Pages for Key Services Logical, Clear Structure Insulation Services BIBS Fiber- Spray Cellu- glas Foam lose 145 EGIA/BPI
  121. 121. Location, Location, Location insulation contractor, los angeles Google is very biased towards company address 146
  122. 122. Location WorkaroundsService Area Page & Map List of Cities and Towns Create in Google Maps--Embed into siteCase Studies & Testimonials Agatha J, Babylon, NY Jones House, Brookhaven, NYLanding Pages for Major TownsPage Titles & DescriptionsGeo Content Everywhere 147
  123. 123. Selling the LIPA Programs & NYSERDA, GJGNY 148
  124. 124. Some of the Best in the Country Cool Homes Program Home Performance with Energy Star Home Performance Direct On Bill Financing! 149
  125. 125. Big Picture--the Situation We Face Vast Majority Struggle with Math & Financing Fear of Debt & Limited Equity To Homeowners Programs & Incentives are almost always confusing Energy related expenditures tend towards ROI calculations My current cost is x, what will my new cost be? Critical to sell other benefits Trust is Critical But we’re Contractors, Bankers, Government At least we’re not Congress ;-) DATE 151
  126. 126. Don’t Focus Too Much On The Numbers• Energy efficiency actually makes financial sense - this is true of few other home improvement expenses• We are emotional beings, not rational ones• Focus on pain points to make the sale • Comfort problems - hot/cold room • Uncomfortable spouse • Mold • Allergies • Icicles/water damage 152
  127. 127. Fix Your House for Free! The Gist. Think from a customer’s perspective whenever you can. If you have a $100/month payment for HP upgrades, but you save $100/month, the upgrades were free! This doesn’t always work, but it can. There is still a $100 payment, but the stigma just went away, it’s a paradigm shift. 153
  128. 128. We Buy Payments, Not Prices Do you buy a $30,000 car? Do you buy a $200K house? No, you buy a payment. Monthly cash outlay is what matters. Few people write a check for these purchases. That’s why car sales are up! 154
  129. 129. Selling Payments Car dealers take the pain out of the big number by offering payments. This lets people focus on the emotion of ‘I want that’ With good modeling, we can estimate savings Even generalities help - quote an approximate savings % DATE 155
  130. 130. Lay Out the Math for People• Guide to Air Sealing Your Home and Available Incentives Financing• www.taghomeperformance.com DATE 156
  131. 131. Best PracticesFinancing/Incentives Content on your Site A dedicated program page Pages for each major incentive program Be the Go-betweenUse Example Math Prominently Information Graphics Text VideoEngage CalculatorsLeverage Trust Non-profits/Programs DATE 157
  132. 132. Urgency Sells DATE 161
  133. 133. Leveraging Program Trust DATE 162
  134. 134. Example Information Graphic DATE 163
  135. 135. Learning from the Solar Leasing Explosion DATE 164
  136. 136. SolarCity Infographic DATE 165
  137. 137. Using Video Effectively DATE 166
  138. 138. Using Video Effectively DATE 167
  139. 139. Google+ Local(formerly Places) It’s really important 168
  140. 140. G+ Local
  141. 141. Use All 5 Categories! DATE 173
  142. 142. Reviews: Online Word of Mouth 174
  143. 143. Maximizing Google+ Local Reviews, Reviews, Reviews! (on Google) Choose Categories Carefully Keep it Fresh Photos Video Review Responses 176
  144. 144. Reviews DATE 177
  145. 145. Making Reviews a Business System 1. Commit to a Feedback-centric Culture 2. Determine Your Process When to ask? How to ask? How often to repeat request? 3. Repeat Systematically 4. Use the Reviews 178
  146. 146. Some Thoughts on Process Solicit Everyone Turn Evangelists into Public Reviewers Ways to ID Evangelists Net Promoters Great Reviews Delivered Privately 179
  147. 147. Net Promoter Score www.netpromoter.com, The Ultimate Question, DATE 180
  148. 148. Leveraging Your Reviews Repost best reviews as testimonials on your site Share those pages using social media - a great way to say thanks to the reviewer in a public forum Utilize online reviews in your printed materials Use review responses as topics for blog posts Leverage Your Promoters! 181
  149. 149. Respond to Reviews!The beauty ofonline reviews isthat you canrespond to them. DATE 182
  150. 150. Google+ Local - Respond to Reviews!Respond to all reviews - even the good ones! DATE 183
  151. 151. Customer Referral Programs 184
  152. 152. Word of Mouth is KingCustomer Referral Programs Are Word of Mouth on Steroids 185
  153. 153. Referral IncentivesFor Closed Jobs Very low cost Zero Marketing Risk Know your CPA and offer up to that amount Less amount for closed audit?For Names Small gift (Amazon Gift Certificate, LED Bulb, Temp/Humidity Monitor) Service DiscountConsiderations Tracking complexity Rewarding for names may produce junk Overly commercial for some clients? DATE 186
  154. 154. The Math - Referral Programs Implementation Cost Staff effort Invite to Participate 100 Conversion to Participate 50% Referrers 50 Referees/Referrer 3 Leads 150 Lead to Quote 50% Quotes 38 Quote to Job 75% Jobs 28 CPA @ $7500 you choose DATE 188
  155. 155. What is PPC Marketing? How does it work? DATE 189
  156. 156. Pay Per Click Marketing An online advertising model where the advertiser only pays when someone clicks on their ad. DATE 190
  157. 157. Pay Per Click Marketing DATE 191
  158. 158. Pay Per Click Marketing Search Term Paying $3.64 Paying $3.20 Paying $2.17 DATE 192
  159. 159. Why You Should Consider PPC PPC targeting is sophisticated - Targeting geography, time of day, keyword, etc, meaning better more targeted leads. Google products are taking over Google Product the search results - some searches show no organic results above the fold. Study from Wordstream found Commercial Intent that 64% of searches with commercial intent click on PPC ads. Learn what people are ACTUALLY searching for in YOUR Research area - not just national averages but # of searches in town/city/zip code/state etc. DATE 193
  160. 160. Making PPC Work Every campaign should have a Focus specific target - not just one with all keywords, a single ad, pointing to your homepage. Proper Group keywords effectively in Segmentation ad groups. High relevance from keyword to Relevance ad to ad group to campaign to landing page. Do NOT send to home page - Landing Pages create individual landing pages for each of your segments. DATE 194
  161. 161. Evaluating PPC for your Business Are there enough people in your service area using the web Search Volume/ to search for services? Density Rural areas can be less effective than urban ones. Do you have the budget? Some kind of campaign can work Cost for every budget but if your overall marketing budget is limited it may be better spent elsewhere. Do you have the time to BOTH educate yourself & run PPC Time correctly? Management & optimization is an ongoing process for PPC. DATE 195
  162. 162. The Math - Conversions Clicks 200 Cost $3/click = $600 Conversion Rate 5% Leads 10 Quotes 7 Jobs 5 CPA $120 Revenue $10,000 DATE 196
  163. 163. Marke)ng  is  ChangingNo Longer An Option Social Media an increasingly important part of the puzzle DATE
  164. 164. Priority  1 You Don’t Need to Like It You Don’t Need to Use It PersonallyIt is Increasingly Important to Your Business DATE
  165. 165. It’s where your customers are.• 93% of US adult internet users are on Facebook• 65% of Facebook users are 35 or older• 50% Login to Facebook Every Day• Facebook is the most visited website on the internet• US internet users spend 3X more time on blogs & social networks than on email• 61% of US marketers’ main reason for SM is “to increase lead generation”• Inbound Mktg costs 62% less per lead than traditional marketing Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle DATE
  166. 166. Most Effective Social Media Platforms DATE 200
  167. 167. It’s Good Old Word of Mouth. Amplified. The average Facebook user has 130 Friends & is connected to 180 Pages, Events, & Groups. Each. Your customers have a megaphone. Be part of their conversation. DATE 201
  168. 168. It’s a must-have Marketing Tool. Use it to:Engage with the community& potential customers.Build Brand Loyalty in currentcustomers.Show a little personality DATE 202
  169. 169. Basic  InfoBasic Info LogoDescription Name, Address, Phone Photos Likes DATE
  170. 170. #1 Grow Your LikesInvite your personal FacebookFriends DATE 204
  171. 171. #1 Grow Your LikesInclude Social Buttons prominently on your website. DATE 205
  172. 172. #1 Grow Your LikesAsk your Newsletter subscribers toLike your page. Something assimple as: For more on how SEO can help your brand and other helpful marketing chatter... DATE 206
  173. 173. #2 Take a Bow.Educate your fans about the work you do and whatmakes you special. It’s not bragging if it’s true. DATE 207
  174. 174. #3 Be thoughtful about your Page’s LookCover photo, profile pic, and shared images shouldbe in keeping with your company’s mission, butdon’t be afraid to show off that winning personality. DATE 208
  175. 175. #4 AdvertiseBrand Ads are an affective and affordable way toget your Page in front of the right people IFproperly targeted. DATE 209
  176. 176. #4 AdvertisePromoted Posts are a great way to show off yourawesome content to those that don’t Like you yet. DATE 210
  177. 177. #4 Third Party Endorsements Ask for Recommendations. They come free! DATE 211
  178. 178. #5 Follow the Rulesof (content) EngagementKeep. It. Short.Posts between 100 and 250 characters (less than3 lines of text) see about 60% moremlikes,comments and shares than posts greater than250 characters. DATE 212
  179. 179. #5 Follow the Rulesof (content) EngagementShare, share alike.Everyone Likes a little Love, soshare other folk’s posts, blogs,sites, and triumphs. DATE 213
  180. 180. #5 Follow the Rulesof (content) EngagementUse lots of images.Insert graphs from this post: DATE 214
  181. 181. #5 Follow the Rulesof (content) EngagementHave fun.Social networks areinherently social, so interactwith your community. Like,comment, share, and try notto take yourself tooseriously... DATE 215
  182. 182. The Challenge of Contentfor your Site, for Social Media, for your Marketing Materials 216
  183. 183. Everyone’s Achilles Heel Difficult to Find the Time Uncertain About What to Write Maintaining Pace and Frequency But.... Content “Freshness” is An Important Factor in Your Site’s Authority 217
  184. 184. Content “as a system” DATE
  185. 185. Great Content isRight in Front of You 219
  186. 186. Generating Content If someone’s wasting money in a house you visit, write an article about it.
  187. 187. Put Your Photos to Work
  188. 188. Content: Every Press Mention DATE
  189. 189. Content: What’s This? DATE
  190. 190. Content: Article Links DATE
  191. 191. Content:  Give  to  GetContent: Give to Get DATE
  192. 192. Content: Project Photo Albums DATE
  193. 193. Content: YouTube Videos DATE
  194. 194. Energy Efficiency Contracting Companies Doing it Well 228
  195. 195. Your Vehicles: Missed Opportunity? 232
  196. 196. Clear & Bold DATE 233
  197. 197. Strong Brand Consistency DATE 236
  198. 198. Rough Costs Logo Revise 750-1000 Full Brand Redesign 3500 Business Cards 300-500 Letterhead 150-500 Brochure 600-1000 Flyer 250-400 Newsletter Template 250 Trade Show Pullups 400 Vehicle Design 300 Vehicle Graphic Small 250 Vehicle Graphic Large 2000 Lawn Sign 1000-2000 DATE 239
  199. 199. Email’s Role in the Marketing Mix 240
  200. 200. An Important Tool for Home Performance1. Very low cost one-to-many communications tactic2. Key vehicle for growing site traffic3. Easy way to build and maintain awareness4. Excellent, metrics-rich prospecting tool*5. Critical for customer retention/repeat business6. Ideal vehicle for specials, promotions, new program incentives, seasonal tune-ups & reminders, news DATE 241
  201. 201. Elements of an Email Strategy Be Clear on Purpose Identify Core Themes & Narratives Energy Saving Tips, Programs & Incentives, Energy Prices, Benefits of an Audit, Air Quality and Health, Deals Establish Your Email Type(s) Newsletter, Dedicated, Digest Determine Frequency Choose Tool Editorial Calendar/Sustainable Schedule Staffing: Share Responsibility 242
  202. 202. Growing Your Lists• Existing Customer Lists• Existing Prospect Lists• Mine your Inbox• Business Card Stacks• Opt In Form on Site• Home Show Signups• Community event Signups• Purchased Lists Generally Risky and Weak Make it someone’s responsibility Balance quality and volume DATE 243
  203. 203. The Question of Segmentation • by Age • 3 months • 9 months • over a year Customers • by Rank • Hot • Warm • Cold Prospects • by Source • Home Show • Referral • Web • by Housing Stock • Old • Fuel Oil DATE
  204. 204. The Question of Segmentation Prospects Customers • Education about home • Emphasis on 2nd phase performance projects • Information about your • Multi-year path to deep company reductions • Program & Incentives • Annual maintenance & • Typical first measures checkups • Benefits of HP • Related sales opportunities • Typical Problems DATE
  205. 205. Making Email Perform 246
  206. 206. Have a Clear Purpose Traffic -> Conversion Newsletter Landing Page Conversion -­‐> -­‐> DATE
  207. 207. The All Important Subject Line Keys to a Great Subject Line Short Shoot for around 45 characters, much longer than that & some of your recipients won’t see the entire subject Direct Simply state what the email content is about - it seems obvious, but it leads to better open rates Avoid being overly salesy - if it reads like an advertisement, your open rate will likely suffer Conventional It is possible to be conventional without being “boring” Relevant Tie your subject line into the first sentence or two of the email content To avoid spam filters do not use RE:, FW:, All Caps, Hello, exclamation points, DATE 248
  208. 208. Types of Subject Lines Plain Label “[Company Name] Newsletter #27 - June 2012” Topic Lists “May 2012 - Air Sealing & Staying Cool this Summer” Offers “Find out how to save up to $100 on an energy audit.” Questions “Issue #3 - How does attic insulation affect my home?” Benefits “In this issue: Learn about DIY air sealing techniques.” DATE 249
  209. 209. What Makes a CTA Effective• Make it Clear• Make it Stand Out• Make Actionable• Keep it Above the Fold• Be Relevant• Be Mindful of Sales Stages & Context• Aligned with Landing Page DATE 250
  210. 210. Language that WorksAction Words Timing Words Value Words Call Now Free Buy Today No Obligation Register Right Away Subscribe Expires Act Limited Time Start Get Started Sign Up DATE 251
  211. 211. Use Landing Pages Landing Page Dedicated page with clear objective: complete the form! DATE 252
  212. 212. Email Types 253
  213. 213. Newsletter
  214. 214. Digest
  215. 215. Dedicated
  216. 216. Measurement 257
  217. 217. Key Email StatsStatistic Definition Goal the % of your emails that actually get to a shoot for 95%+, higherdeliverability is better, watch out for mailbox, or do not “bounce” big jumps in bounces Great - 30%open rate the % of the delivered emails that are Good - 15-29% actually opened by their recipients Poor - <15% Great - >15%click thru (CTR) the % of OPENED emails that received a Good - 5-15% click from the recipient Poor - <5% the completion of a desired action by an varies based on theconversion email recipient - calls, fills out form, follows on social media, sends to a friend required action when an email recipient clicks the as low as possible!unsubscribe/spam “unsubscribe” or “remove from list” link under 1% forreport or reports your message as spam to their unsubscribe & .1% ISP for spam reports DATE 258
  218. 218. Key Email StatsStatistic Key Driver How to Improve maintain your list, remove old emaildeliverability list quality addresses, careful with “spammy” sounding words like free, offer, credit, etc keep it short (45ish characters), be direct,open rate subject line tie first sentence of email into subject line, be compelling use a strong call to action & offer, link toclick thru call to action/offer your site and not others (usually), offer(CTR) snippets in email & the rest on your site test landing page versions, use a simple &conversion landing page short form, tie LP language into your newsletter contentunsubscribe/ relevance, frequency, value don’t send too often, keep the contentspam report useful, fresh, & relevant DATE 259
  219. 219. Key Email Stats Email Report from iContact DATE 260
  220. 220. Conversion Tracking• Campaign setup in Google Analytics • Tag the links in your email using the Google URL Builder, info will show up under the Campaigns section of GA • http://support.google.com/googleanalytics/bin/ answer.py?hl=en&answer=55578 • Make sure you fill out the URL, source, medium, & campaign name fields - use the other fields if you have multiple versions of your email or multiple target segments (customers vs prospects, offer vs no offer, subject line testing, etc.) • Your existing goals will be tracked within these tagged campaigns, but create new ones in Analytics if you have email-only conversion events that don’t already exist DATE 261
  221. 221. Conversion Tracking - URL Builder DATE 262
  222. 222. Speaking, Presentations& Community Outreach 263
  223. 223. What You Need to Get Started A good presentation A page on your site about your speaking capabilities A short video of you speaking that shows youre not boring An outreach program to build awareness of your availability. DATE 264
  224. 224. A Good Presentation DeckMore Visuals Fewer Bullet Points Let photos tell the whole house story Components of an audit Infrared Images House of horrors--mold, water, dirty insulationFlexible for Different LengthsModular for Tweaks to TopicBeyond Powerpoint Software Apple Keynote, Prezi, Google Docs, SlideRocket DATE 265
  225. 225. Topics That Draw a Crowd Understanding Home Energy, Health and ComfortDoes your house perform?DIY air sealing training (hands on using foam, etc)Climate change and the U.S. housing stockEnergy security and the U.S. housing stockThe Basics of Building ScienceIs your house a Hummer or a Prius?A 10 Year Plan for Reducing Your Home’s Energy Use DATE 267
  226. 226. Where to Speak Rotary Clubs Business networking groups Sustainability Committees Chambers of Commerce Community Centers Kiwanis Clubs Transition Town Groups Optimist Clubs Environmental & Community Junior Leagues Groups High school classes (e.g. Physics) Churches Stores - hardware stores, "green" Library Speaker series stores, etc. Homeowners Associations Workshops at home shows Condo Associations DATE 268
  227. 227. Other Community Outreach ProgramsCharitable OrganizationsEnergy Audit Auction DonationsCommunity Support GroupsHabitat for HumanityBusiness Networking OrganizationsEnvironmental GroupsSustainability CommitteesTown CommitteesTweet UpsCreate Your Own Community Retrofit Project DATE 269
  228. 228. Contact Peter Troast Energy Circle 207.847.3644 ptroast@energycircle.com Twitter: @EnergyCircle LinkedIn: http://www.linkedin.com/in/petertroast Energy Circle PRO Blog: www.energycircle.com/pro/blog 271

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