internet marketing 101 for home performance

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Internet Marketing 101for Energy Efficiency PROs

ACI New EnglandOctober 16, 2012

“The stimulus was my marketing program.

Now my marketing program is my marketing program.”

Richard BurbankEvergreen Home Performance

Grew his company 25% since stimulus ended

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Peter Troast

4

Founder/CEO of Energy Circle and Energy Circle PRO

Work with auditors, home performance, energy efficiency companies in 46 states

Aggregate data from pool of 175 opted in home performance companies

CFM50 reduction of my house so far: 3800 to 2200

Fuel Oil Reduction: 110 gallons/month to 59 (winter)

5 Electricity Monitors Measuring My House

29-50% Electric Use Reduction Since Monitoring Started in ’08

Followers on Twitter: 5644

www.energycircle.com/pro/blog

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4 Important Pillars to Marketing Success

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Primary Website

Organic Search

Google+ Local(formerly Places) Facebook

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Marketing is Changingduh

7

200 Million

How People Buy TodayHas Been Turned on it’s Head

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Google is the New Yellow Pages

13

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• 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

The Social Media Revolution--Not a Fad

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So What’s It All Mean for

Home Performance Businesses?

15

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Yesterday’s Marketing Mix

16

10%

8%

8%

31%

44%

Yellow PagesDirect MailReferral ProgramHome ShowsUnknown

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Today’s Marketing Mix

17

1%

15%

4%

8%

11%

3%

16%1%

3%3%

7%

3%

13%

12%

Organic WebPaid WebDirect MailSocial MediaPrint AdsPublic RelationsDirectoriesEmailHome ShowsCommunityOpen HousesPast CustomersReferral ProgramLead Gen

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The New Marketing Landscape

18

Old & Dying

Yellow Pages

Print

TV

Telemarketing

Radio

Old & Living

Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Lead Gen

New & Thriving

Primary Website

Google+ Local

Organic Search

Paid Search

Facebook

Twitter

Email Newsletters

Group Buying

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The New Marketing Landscape

19

Old & Dying

Yellow Pages

Print

TV

Telemarketing

Radio

Old & Living

Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Lead Gen

New & Thriving

Primary Website

Google+ Local

Organic Search

Paid Search

Facebook

Twitter

Email Newsletters

Group Buying

High CommitmentHigh CostHigh Risk

Low CommitmentModest Cost

Low Risk

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Elements of a Plan

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$1.74 million @ 7500/job

TacticsImpressions/

Visits CostConversion

Rate# of

LeadsConversion

Rate QuotesConversion

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 $1,167

TOTAL 25050 204 $293

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Cost Per Acquisition

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Elements of a Plan

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$1.74 million @ 7500/job

TacticsImpressions/

Visits CostConversion

Rate# of

LeadsConversion

Rate QuotesConversion

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 $1,167

TOTAL 25050 204 $293

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Elements of a Plan

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$1.74 million @ 7500/job

TacticsImpressions/

Visits CostConversion

Rate# of

LeadsConversion

Rate QuotesConversion

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 $1,167

TOTAL 25050 204 $293

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Is Your Website Performing?Not...is it pretty?

1

3

4

5

6

6

7

7

8

4

2

DesignUsabilityStructureNavigationUser InterfaceSpeed

ConversionContentSEO

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Four Things

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1. Call to Action

2. Does Your About Us Page Suck?

3. Content About Your Services

4. A Keyword Focused Strategy

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How CTA’s Perform

27

Call to Action Landing Page

-­‐>

Traffic -> Conversion

-­‐>

Conversion

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Different Audiences Different CTA’s

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Value Statement

Relevance

Offer

Action

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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

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From Home to Where?

Dominant Traffic FlowHome Page --> About Us

Home Page --> Services

37

70+%

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Best Practices--About Us Page

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A Good About Us Page

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http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses

EGIA/BPI

• Use Photos

• Be Personal

• Share your Business Philosophy

• Show off your Credentials

• Demonstrate your Community Commitment

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Services Content

40 EGIA/BPI

• Top Performing 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

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Search Engine Optimization (SEO)

Doesn’t Have to Be Complicated

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What is SEO?

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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.

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Understanding Search

Context Authority+ Social Signals+

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Understanding Search

Context Authority+ Social Signals+

Site Content

Incoming Links

Spreading

Paid Search

Organic Results

Blended PinResult

Pin Map

Link to Website

Map Pin & Link to G+ Local Page

Review Summary & Link to Places

Page

Primary Result with SiteLinks

G+ Local

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Does Your Content Match

What People Are Searching For?

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Understanding Keyword Volumes

54

home energy

solar energy

renewable energy

wind power

energy efficiency

home performance

0 120000 240000 360000 480000 600000

18100

301000

301000

450000

550000

246000

Data from Google External Keyword Tool on 11.14.11

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Understanding Keyword Volumes

55

Green Building

Sustainable Building

Green Construction

Green Homes

Green Remodeling

Building Green

0 80000 160000 240000 320000 400000

165000

4400

301000

40500

74000

165000

Data from Google External Keyword Tool on 11.14.11

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Understanding Keyword Volumes

56

Energy Rating

Energy Assessment

Energy Audit

Energy Evaluation

Energy Auditor

Energy Auditing

0 14000 28000 42000 56000 70000

33100

49500

0

60500

8100

22000

Data from Google External Keyword Tool on 11.14.11

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Understanding Keyword Volumes

57

home performance

energy retrofit

weatherization

energy audit

energy upgrade

deep energy retrofit

0 14000 28000 42000 56000 70000

480

6600

60500

49500

4400

18100

Data from Google External Keyword Tool on 11.14.11

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Understanding Keyword Volumes

58

Energy Star Homes

Energy Efficient Homes

Green Homes

Net Zero Homes

Passive House

LEED Homes

0 80000 160000 240000 320000 400000

5400

22200

2400

301000

18100

5400

Data from Google External Keyword Tool on 11.14.11

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Understanding Keyword Volumes

59

duct sealing

air sealing

foam insulation

cellulose insulation

radiant barrier

window replacement

0 40000 80000 120000 160000 200000

165000

33100

22200

165000

3600

5400

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Top 10 by Volume & Intent

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Energy Audit

Insulation - Service

Home Energy Efficiency

Wet Basement

Insulations - Rooms of House

Insulation - Materials

Furnace

Program/Rebate/Credit

Windows

Home Heating/Cooling

Local Intent Buying Intent

$

$

$

$

$

$

$

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Google External Keyword Tool

61

https://adwords.google.com/select/KeywordToolExternal

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Google Insights for Search

62

http://www.google.com/insights/search/

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Keyword Research Takeaways

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• 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

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Google+ Local(formerly Places)

It’s really important

G+ Local

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Use All 5 Categories!

68

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Reviews: Online Word of Mouth

69

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Maximizing Google+ Local

71

Reviews, Reviews, Reviews! (on Google)

Choose Categories Carefully

Keep it Fresh

Photos

Video

Review Responses

352 DATE

Social Mediaan increasingly important

part of the puzzle

Marke)ng  is  Changing

No Longer An Option

352 DATE

You Don’t Need to Like It

You Don’t Need to Use It Personally

It is Increasingly Important to Your Business

Priority  1

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First Steps--Setting Up a Page

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Logo

Description

Name,

Address,

Phone

Photos

Likes

Basic  Info

Basic Info

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Social Links on Your Site

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But..What Do I Say?

The Challenge of ContentEveryone’s Achilles Heel

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Everyone’s Achilles Heel

Difficult to Find the Time

Uncertain About What to Write

Maintaining Pace and Frequency

78

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Content “as a system”

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Great Content is

Right in Front of You

80

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If someone’s wasting money in a house you visit, write an article

about it.

Generating Content

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Put Your Photos to Work

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Find the Juicy Topics

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Content: Every Press Mention

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Content: What’s This?

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Content: Article Links

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Content:  Give  to  Get

Content: Give to Get

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Content: Project Photo Albums

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Content: YouTube Videos

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Home Performance

Companies Doing it Well

90

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First Steps & Priorities

Essentials:

Simple Marketing Plan with Metrics!

Tune Your Primary Website

Google+ Local

Test Social Media--Facebook First

After That:

Regularize Content

Have a Keyword Strategy

Expand Social Media--Frequency & Reach

Explore internet marketing--PPC/SEO

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Contact

Peter TroastEnergy 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

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