Lead Generation and Internet Marketing for Home Performance at #ACICA13
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Peter Troast's presentation at the ACI California Conference, November 17, 2013 in La Jolla, CA
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Lead Generation and Internet Marketing for Home Performance at #ACICA13
- 1. Lead Generation & Internet Marketing for Home Performance ACI California Conference, La Jolla November 17, 2013
- 2. Peter Troast Founder/CEO of Energy Circle and Energy Circle PRO Work with energy efficiency, insulation, and contractors in 46 states Aggregate data from pool of 270 opted in energy efficiency/insulation/home performance contractors ! ! ! Linked In: Peter Troast Twitter: @EnergyCircle G+: Energy Circle Facebook: Energy Circle ! !2
- 3. Energy Circle PRO Blog/Newsletter DATE !3
- 4. What We’ll Focus On Today 1 ! 2 Ever Changing World of Search Lead Gen Tactics What’s Working 4 3 Google+ and Reviews Is Your Website Performing? If there’s time or at the bar Social media, Facebook, Google Helpouts, PPC ads, social ads, Youtube, SEO, content strategies, lead gen services, Google Hummingbird, you name it !4
- 11. 200 Million
- 12. Peak
- 15. Megatrends in 2014 (IMHO) Google Weather Report for Local Biz —Turbulent with a chance of mega storms The Solar Train Rolls On —Dominating the home energy consumer mindset Third Party Reviews Growing in Importance —Google+, Yelp, Angies List, BBB, others Abundant Low Cost, Highly Targeted Ad Products —Facebook Custom Audiences & Lookalikes —Twitter Zip Code Targeting —Retargeting “Local” is Hot —A core part of Google’s strategy for Google+ Social network —Good news: new products and opportunities —Bad news: ineffectiveness and sleaze !15
- 16. ! ! The Challenge of Home Performance Marketing it’s hard !16
- 17. How Much Demand for This? Whole House Home Performance !17
- 20. Health Cost to Acquire Whole House Home Performance Cost to Acquire Cost to Acquire Windows Opportunity Climate Change !20
- 21. ! ! How Do We Sort Through the Opportunities? !21
- 22. Yesterday’s Marketing Mix 10% Yellow Pages Direct Mail Referral Program Home Shows Unknown 8% 8% 44% 31% !22
- 23. Today’s Marketing Mix 1% 15% Organic Web Paid Web Direct Mail Social Media Print Ads Public Relations Directories Email Home Shows Community Open Houses Past Customers Referral Program Lead Gen 12% 4% 13% 8% 3% 7% 11% 3% 3% 1% 3% 16% !23
- 24. The New Marketing Landscape Old & Dying Old & Living New & Thriving ! ! ! Word of Mouth Vehicles Lawn Signs Direct Mail Door Hangers Presentations Home Shows Open Houses Community Lead Gen Active Referrals Primary Website Google+ Local Organic Search Paid Search (PPC) Online Display Retargeting Social Media Ads Social Media Email Newsletters Yellow Pages Print TV Telemarketing Radio ! ! ! ! !24
- 25. The New Marketing Landscape Old & Dying Old & Living New & Thriving ! ! Yellow Pages Print TV Telemarketing Radio Word of Mouth Vehicles Lawn Signs Direct Mail Door Hangers Presentations Home Shows Open Houses Community Lead Gen ! High Commitment High Cost High Risk ! ! ! ! Active Referrals Primary Website Google+ Local Organic Search Paid Search (PPC) Online Display Retargeting Social Media & Ads Email Newsletters Low Commitment Modest Cost Low Risk !25
- 26. What Do People Trust? Forrester Research, March 21, 2013 DATE !26
- 27. ! ! Marketing Tactics are Not Equal !27
- 28. Elements of a Plan Tactics Impressions/Visits Cost Conversion Rate # of Leads Conversion Rate Quotes Conversion Rate Jobs CPA Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 25000 1500 0.10% 25 75% 19 90% 17 $89 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 5000 500 0.25% 13 35% 4 50% 2 $229 12000 1000 2.50% 300 25% 75 50% 38 $27 250 4000 10.00% 25 50% 13 50% 6 $640 1000 500 10.00% 100 50% 50 50% 25 $20 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 50 15% 8 20% 2 $1,167 204 $293 Social Media Directories Email Trade Shows Community Open Houses Lead Gen TOTAL 1750 25050 $1.74 million @ 7500/job !28
- 30. Elements of a Plan Tactics Impressions/ Visits Cost Conversion Rate # of Leads Conversion Conversion Rate Quotes Rate Jobs CPA Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107 Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 25000 1500 0.10% 25 75% 19 90% 17 $89 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 5000 500 0.25% 13 35% 4 50% 2 $229 12000 1000 2.50% 300 25% 75 50% 38 $27 250 4000 10.00% 25 50% 13 50% 6 $640 1000 500 10.00% 100 50% 50 50% 25 $20 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 50 15% 8 20% Social Media Directories Email Trade Shows Community Open Houses Lead Gen TOTAL 1750 25050 2 $1,167 204 $293 $1.74 million @ 7500/job DATE !30
- 31. Elements of a Plan Tactics Community Impressions/ Visits Cost Conversion Rate # of Leads Conversion Quote Conversion Rate s Rate Jobs CPA 1000 500 10.00% 100 50% 50 50% 25 $20 12000 1000 2.50% 300 25% 75 50% 38 $27 75 500 35.00% 26 75% 20 90% 18 $28 Past Customers 250 500 5.00% 13 90% 11 90% 10 $49 Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71 Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89 Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96 Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107 Directories 5000 500 0.25% 13 35% 4 50% 2 $229 Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373 Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457 Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560 250 4000 10.00% 25 50% 13 50% 6 $640 50 15% 8 20% 2 $1,167 Email Open Houses Trade Shows Lead Gen TOTAL 1750 25050 204 $293 $1.74 million @ 7500/job DATE !31
- 32. Evaluating Your Marketing Options What’s Available? Effectiveness ROI--Cost per Acquisition, Cost per Lead Budget Resources to Execute Available Staff Your own time Outsourcing Options Sustainability Do You Like It? ! ! ! !32
- 33. Understanding Web Search It’s Not That Complicated !33
- 37. Paid Search
- 38. Organic Results
- 39. “Local” Results
- 43. G+ Local
- 44. Does Your Content Match What People Are Searching For? ! !44
- 45. Understanding Keyword Volumes home energy 246000 solar energy 550000 renewable energy 450000 wind power 301000 energy efficiency 301000 18100 home performance 0 120000 240000 360000 480000 600000 Data from Google Adwords Planner on 11.14.13 !45
- 46. Understanding Keyword Volumes Green Building 165000 Sustainable Building 74000 Green Construction 40500 Green Homes 301000 4400 Green Remodeling 165000 Building Green 0 80000 160000 240000 320000 400000 Data from Google Adwords Planner on 11.14.13 !46
- 47. Understanding Keyword Volumes Energy Rating 22000 Energy Assessment 8100 Energy Audit Energy Evaluation 60500 0 49500 Energy Auditor 33100 Energy Auditing 0 14000 28000 42000 56000 70000 Data from Google Adwords Planner on 11.14.13 !47
- 48. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 energy audit 60500 6600 energy upgrade 480 deep energy retrofit 0 14000 28000 42000 56000 70000 Data from Google Adwords Planner on 11.14.13 !48
- 49. Understanding Keyword Volumes duct sealing 5400 air sealing 3600 foam insulation 165000 cellulose insulation 22200 33100 radiant barrier 165000 window replacement 0 36000 72000 108000 144000 180000 Data from Google Adwords Planner on 11.14.13 !49
- 50. Understanding Keyword Volumes home performance 18100 energy retrofit 4400 weatherization 49500 heating & AC 450000 1500000 insulation 49500 energy audit 0 320000 640000 960000 1280000 1600000 Data from Google Adwords Planner on 11.14.13 !50
- 51. Understanding Keyword Volumes attic insulation 60500 spray foam 135000 foam insulation 165000 Soundproofing 110000 cellulose insulation 22200 blown in insulation 33100 40500 wall insulation 22200 basement insulation fiberglass insulation 0 36000 72000 108000 144000 180000 Data from Google Adwords Planner on 11.14.13 !51
- 52. Understanding Keyword Volumes Furnace & Heating 207053 Air Conditioning 125300 Insulation 98820 Ventilation 24440 Duct 21970 Hot Water Boiler 15679 9591 HVAC 6220 Energy Audit Indoor Air Quality 0 60000 120000 180000 240000 300000 Data from Google Adwords Planner on 11.14.13 !52
- 53. The “Long Tail” of Search !53
- 54. The Long Tail Concept (Insulation) Rooms of House Insulation Types Insulation Service ! ! ! Attic Insulation Basement Insulation Wall Insulation Roof Insulation Home Insulation Soundproofing Foam Insulation Spray Foam Spray Insulation Closed Cell Open Cell Polyurethane Fiberglass Batt Insulation Blanket Insulation Cellulose Insulation Blown Insulation Blown In ! ! Insulation Contractor Insulation Installer Insulation Service Insulation Supplier Foam Contractor Etc !54
- 60. Google is the New Yellow Pages DATE !60
- 62. Priority 2 Google+ Local vs Google+ Business formerly Google Places Critical Link in Pin Search Results Importance for Organic Ranking Most Critical Online Reviews May exist even if you haven’t set it up Low Maintenance Competitive Advantage Why? Because….it’s Google Social--Posts, Circles New and Cutting Edge Will Eventually Be Tied to Your Google Places Page Easy to Set Up Low - No Engagement is OK Serious search juice DATE
- 64. Merged Google+ Local and Biz “Social” Page DATE !64
- 67. ! ! The Data Matters More Than the Page !67
- 68. Google+ !68
- 69. Google+ !69
- 70. Max Your Description: Links! !70
- 71. 2013 Annual Survey of 33 leading Local Search Consultants DATE !71
- 72. 2013 Local Search Ranking Factors Review Signals Review Quantity, Review Velocity, Review Diversity DATE !72
- 73. DATE !73
- 74. DATE !74
- 75. Growth of “review” Searches DATE !75
- 76. Review Priorities IMHO 1. Clout of Google, Ranking Factors, Presence in Search 2. Most relevant to contractor/ service sector. Evidence of growing traffic. 3. Feeder for other review sites. !76
- 78. Is Your Website Performing? Not...is it pretty? !78
- 80. Three Things 1. Call to Action 2. Does Your About Us Page Suck? 3. Content About Your Services ! ! ! !80
- 81. How CTA’s Perform Traffic -> Conversion Call to Action Conversion Landing Page -‐> -‐> Tracking Number !81
- 84. Many Companies How Do You Differentiate? DATE !84
- 85. Creative Calls to Action DATE !85
- 86. 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 !86
- 87. Your Website is Performing if it is a Conversion Machine ! !87
- 88. From Home to Where? Dominant Traffic Flow Home Page --> About Us Home Page --> Services 70+% !88
- 89. Best Practices--About Us Page !89
- 90. A Good About Us Page • Use Photos • Be Personal • Share your Business Philosophy • Show off your Credentials • Demonstrate your Community Commitment http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses !90 EGIA/BPI
- 92. Services Content • Top Performing 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 !92 EGIA/BPI
- 93. Ideally: Dedicated Pages for Key Services Logical, Clear Structure Insulation Services Air Sealing Fiberglas Spray Foam Cellulose !93 EGIA/BPI
- 94. Ideally: Dedicated Pages for Key Services Logical, Clear Structure Insulation Services Links! Air Sealing Fiberglas Spray Foam Cellulose !94 EGIA/BPI
- 95. 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 !95