peter troast's marketing bootcamp presentation at better buildings 2014, wisconsin dells, wi
TRANSCRIPT
352
Marketing Bootcamp Better Buildings, Better Business Conference
March 6, 2014
352352
Peter Troast
!2
Founder/CEO of Energy Circle
Energy Circle PRO Web platform &
marketing services for home
performance, HVAC, insulation
contractors and auditors in 47 states
Aggregate data from pool of 300
opted in companies
Linked In: Peter Troast
Twitter: @EnergyCircle
G+: Energy Circle
Facebook: Energy Circle
352
The Energy Circle Sandbox
300+ Home Performance Businesses auditors/raters, HP contractors, builders/remodelers, HVAC, non-profits, architects
49* States
1.8 Million Web Visitors
Thousands of Leads
$300+ million in Home Performance Work
Lots and lots of experiments
!3
352352 DATE
Energy Circle PRO Blog/Newsletter
!4
352 !5
!5
1 EVER CHANGING WORLD OF SEARCH
2 CONTENT FOR THE WIN
3 MAKING YOUR WEBSITE PERFORM
4 KNOW YOUR NUMBERS
5 WRANGLING GOOGLE PLUS
6 THE RISE OF 3RD PARTY REVIEWS
7 WHAT TO DO ABOUT SOCIAL MEDIA
8 BUILDING A LEAD GEN MACHINE
352
!
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Marketing is Changing duh
!7
Noisy World
200 Million
Peak
352 DATE
Google is the New Yellow Pages
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Business to Business
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Business to Consumer
!18
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Type Primary Targets Tactics
New Construction
Builders Architects
Some homeowners
1 to 1 Mktg Relationships
Balancing B2B to B2C Approaches
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Type Primary Targets Tactics
New Construction
Builders Architects
Some homeowners
1 to 1 Mktg Relationships
Retrofit
!Homeowners
Remodelers HP Contractors
HVAC Contractors !
Advertising Branding
Web Search Search Optimization
Guerrilla Vehicles
Direct Mail Email
Community Outreach
Balancing B2B to B2C Approaches
!20
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Yesterday’s Marketing Mix
!21
10%
8%
8%
31%
44%
Yellow PagesDirect MailReferral ProgramHome ShowsUnknown
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Today’s Marketing Mix
!22
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
!23
Old & Dying !Yellow Pages
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
Online Display
Email Newsletters
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The New Marketing Landscape
!24
Old & Dying !Yellow Pages
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
Online Display
Email Newsletters
High Commitment High Cost High Risk
Low Commitment Modest Cost
Low Risk
352 !25
!
EVER CHANGING
WORLD OF SEARCH
1
352 DATE
Context Authority+
Understanding Search
Social Signals+
352 DATE
Context Authority+
Understanding Search
Social Signals+
Site Content
Incoming Links
Spreading
Google Paid
Google Paid
Google Local
Organic
352 DATE
Context Authority+
Let’s Focus on the Content Leg
Social Signals+
Site Content
Incoming Links
Spreading
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!!
Winning Search Requires Content but what content specifically?
!31
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Understanding Keyword Volumes
!32
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 11.14.12
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Understanding Keyword Volumes
!33
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 11.14.12
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Keyword Volumes: Audit
!34
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 Adwords Planner on 11.14.13
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Keyword Volumes: the “Work”
!35
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 Adwords Planner on 11.14.13
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Keyword Volumes: Major Services
!36
home performance
energy retrofit
weatherization
heating & AC
insulation
energy audit
0 320000 640000 960000 1280000 1600000
49500
1500000
450000
49500
4400
18100
Data from Google Adwords Planner on 11.14.13
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Keyword Volumes: Insulation Category
!37
attic insulation
spray foam
foam insulation
Soundproofing
cellulose insulation
blown in insulation
wall insulation
basement insulation
fiberglass insulation
0 36000 72000 108000 144000 180000
40500
22200
40500
33100
22200
110000
165000
135000
60500
Data from Google Adwords Planner on 11.14.13
352 DATE
Top 10 by Volume & Intent
!38
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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The Long Tail Concept (Insulation)
!39
Rooms of House !Attic Insulation
Basement Insulation
Wall Insulation
Roof Insulation
Home Insulation
Soundproofing
Insulation Types !Foam Insulation
Spray Foam
Spray Insulation
Closed Cell
Open Cell
Polyurethane
Fiberglass
Batt Insulation
Blanket Insulation
Cellulose Insulation
Blown Insulation
Blown In
!!!
Insulation Service !Insulation Contractor
Insulation Installer
Insulation Service
Insulation Supplier
Foam Contractor
Etc
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Google External Keyword Tool
!40
https://adwords.google.com/select/KeywordToolExternal
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Google Insights for Search
!41
http://www.google.com/insights/search/
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What: Google algorithm update
Named for “precise and fast”
“Biggest overhaul to search engine since 2009”
Conversational search
When:
Last Summer ~August 20
Impact: None that we’ve seen
DATE
Hummingbird--What the.....?
!42
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Conversational Search
“energy efficient furnace”
vs
“how do you determine if a furnace is efficient?”
!43
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Thinking About Conversational Search
What is the best type of insulation?
How do I fix a wet basement?
What is the best way to test the air in my house?
How can I save on energy costs?
What is a blower door test?
How much does an energy audit cost?
!44
352 !45
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CONTENT
FOR THE WIN
2
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Two Pillars of Content
The Foundation Home Page
About Us
All Your Services
Call to Action/Contact
!!
!46
Ongoing Blogs
Edits
Photos
Case Studies
Testimonials
!!
352 DATE
The Power of Organic Traffic
!47
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Most Important: Your Services Content
!48
• Top Performing Pages in Search
• Ideally, pages for all your major services
• Audits and Ratings
• Green Building Certification
• Energy Efficient Renovations
• Net Zero Buildings
• Cellulose Insulation
• Spray Foam Insulation
• Air Sealing
• Furnace Repair
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Ideally: Dedicated Pages for Key Services
!49
Logical, Clear Structure
Consulting Services
RatingsCode
ComplianceLEED
Energy Audits
352 !50
Google Loves
Content
Authority
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Everything Counts
Short blog or news post
Long blog or news post
New Testimonial
New Case Study
New Service Description
New Gallery
Adding a Paragraph to an Existing Page
Adding Photos
Questions & Answers
!51
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Great Content is
Right in Front of You
!52
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If someone’s wasting money in a house you visit,
write about it.
Generating Content
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Put Your Photos to Work
352 !55
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Content: What’s This?
352 DATE
Content: Project Photo Albums
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Content: YouTube Videos
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Content “as a system”
352 !60
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MAKING YOUR
WEBSITE PERFORM
3
352 !61
Design Usability Structure Navigation User Interface Speed
!Conversion Content SEO
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The Most Important Question…
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!
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Who is Your Website For?
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A User-Centric Website
!63
Target Needs Goal
Homeowner Looking for an Energy Audit
What is it? How long will it take?
How much cost? What do I get out of it?
1. Read your Audit Page
2. Call or Signup to Schedule
Homeowner with a Kid with Asthma
House making us sick? Do we have mold? How will you test?
What are the solutions?
1. Watch Your Healthy House Video
2. Call to Discuss
Builder Looking for an Energy Consultant
What the hell are these requirements?
What’s this going to cost?
1. Read Your: “Code Compliance at No Extra
Cost” page
2. Call to Discuss
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How CTA’s Perform
!64
Call to Action Landing Page
-‐>
Traffic -> Conversion
-‐>
Conversion
Value Statement
Relevance
Offer
Action
352 DATE
Most Insulation Companies
!69
How Do You Differentiate?
352352 DATE
Creative Calls to Action
!70
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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
!71
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From Home to Where?
Dominant Traffic Flow Home Page --> About Us
Home Page --> Services
!72
70+%
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Best Practices--About Us Page
!73
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A Good About Us Page
!74
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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Marketing Bootcamp Better Buildings, Better Business Conference
March 6, 2014
352 !76
!76
1 EVER CHANGING WORLD OF SEARCH
2 CONTENT FOR THE WIN
3 MAKING YOUR WEBSITE PERFORM
4 KNOW YOUR NUMBERS
5 WRANGLING GOOGLE PLUS
6 THE RISE OF 3RD PARTY REVIEWS
7 BUILDING A LEAD GEN MACHINE
8 WHAT TO DO ABOUT SOCIAL MEDIA
352
Titles & Descriptions (meta data)
!!!
Titles: 70 Characters Max (try to use every darn one)
Keyword 1, Keyword 2 | Brand Name | Geography
such as: Energy Audits | Horizon Residential Energy | Portland, ME
!Descriptions: 156 Characters Max
Complete sentence ending in a period. Write for humans first. Smart use of
keywords. Unique and relevant to the content on the particular page.
!77
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On Site SEO
Titles & Descriptions
Use your keywords!
!78
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On Site SEO
Internal Links
Link freely and smartly amongst your site pages.
!79
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Web Design Basics: There’s no one right way.
!80
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Brand Consistency is Critical
!81
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 efficiency
upgrades. The test out numbers cannot be adjusted
by the operator.
Why is it important to have a “test out” audit
after retrofit work?
A follow-up energy audit after improvements are made
is a necessary component of an effective energy retrofit.
While working with homeowners to find the best
contractors for a project DeWitt recommends that
homeowners work with contractors who will wait until his
follow-up audit is complete to receive the final payment
from the homeowner. This incentivizes quality work,
and ensures that predicted savings become reality.
F.A.Q.s
DeWitt is Maine’s premier home energy auditor.
He works with homeowners to determine the
most cost-effective energy solutions for their
particular home—without trying to sell additional
products or services. This approach ensures a
conflict-free energy audit, and distinguishes his
business from the “one-stop-shop” competition.
His unique, advanced software-based diagnostic
system goes beyond mere prediction to showing
reliable energy savings calculations, placing his
business at the pinnacle of the home energy
performance landscape in Maine.
Trade show banner
352 !87
!
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KNOW YOUR
NUMBERS
!
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Marketing Tactics are Not Equal
!88
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Elements of a Plan
!89
$1.74 million @ 7500/job
Tactics Impressions/Visits CostConversion
Rate # of LeadsConversion
Rate QuotesConversion
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
Social Media 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
Directories 5000 500 0.25% 13 35% 4 50% 2 $229
Email 12000 1000 2.50% 300 25% 75 50% 38 $27
Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640
Community 1000 500 10.00% 100 50% 50 50% 25 $20
Open Houses 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
Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
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Cost Per Acquisition
!90
352 DATE
Elements of a Plan
!91
$1.74 million @ 7500/job
Tactics Impressions/Visits CostConversion
Rate # of LeadsConversion
Rate QuotesConversion
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
Social Media 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
Directories 5000 500 0.25% 13 35% 4 50% 2 $229
Email 12000 1000 2.50% 300 25% 75 50% 38 $27
Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640
Community 1000 500 10.00% 100 50% 50 50% 25 $20
Open Houses 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
Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
352 DATE
Elements of a Plan
!92
$1.74 million @ 7500/job
Tactics Impressions/Visits CostConversion
Rate # of LeadsConversion
Rate QuotesConversion
Rate Jobs CPA
Community 1000 500 10.00% 100 50% 50 50% 25 $20
Email 12000 1000 2.50% 300 25% 75 50% 38 $27
Open Houses 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
Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640
Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
352 !93
!
WRANGLING
GOOGLE PLUS
5
352 DATE
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
Priority 2
Google+ Local vs Google+ Business
Social--Posts, Circles
New and Cutting Edge
Will Eventually Merge with Google+ Local Page
Easy to Set Up
Low - No Engagement is OK
Serious search juice
Merger Process is Underway
352 DATE
Merged “Social” Page
!96
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Unmanaged Google+ Page
!97
352 !99
The Page is Not as Important
as the Data
352 DATE
Breaking News: Review “Sentiments”
!101
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More Categories But...
!102
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Google+
!103
352 !104
!
THE RISE OF
THIRD PARTY REVIEWS
6
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Word of Mouth
is Still King !
Customer Reviews Are
Word of Mouth on Steroids
!105
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!
Reputation Quality
!106
352 !107
“But what’s really weakened the power of brands is the Internet,
which has given ordinary consumers easy access to expert
reviews, user reviews, and detailed product data, in an array of
categories. A recent PricewaterhouseCoopers study found that
eighty per cent of consumers look at online reviews before making
major purchases…”
352 DATE
Increasingly Important to Local Businesses
!108
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Especially Important to Contractors
!109
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Growth of “review” Searches
!110
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!
!
!
Reviews are Everywhere
!111
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Reviews: Increasingly Accessible
!112
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The Emergence of Yelp
!113
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Where Would You Click?
!116
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Getting Reviews is HARD
1. Review sites don’t make it easy
must be member (Google+, Angies, Yelp)
aggressive filters
2. Customers are Time Starved
or lazy?
or lack computer sophistication?
3. You Have Nothing Else To Do
!!
!117
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Review Priorities IMHO
!118
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.
352 DATE
But Don’t Forget Facebook
!119
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Some Thoughts on Process
Solicit Everyone
Identify Your Happiest* Customers (Evangelists)
ID Most Likely Evangelist Reviewers
Do you write online reviews?
Younger/computer savvy
Gmail
Repeat the Ask (it’s OK)
!
!120
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Net Promoter Score
!121
www.netpromoter.com, The Ultimate Question,
352 DATE
New: Mother of All Review Dashboards
!122
352 DATE !123
New: Mother of All Review Dashboards
352 !124
!
!
BUILDING A
LEAD GEN MACHINE
!
7
352 !125
Whole House Home
Performance
How Much Demand for This?
352 !126
Whole House Home
Performance
Health
Comfort
Program Incentive
Energy Cost
Climate Change
the Jones’
Solar
Home Value
Green Bling
Remodel
Efficiency
Trigger
Lighting
Windows
Energy Audit
Insulation
352 !127
Whole House Home
Performance
Program Incentive
Climate Change
the Jones’
Solar
Home Value
Green Bling
Remodel
Efficiency
Trigger
ResponseWOM
Web Research
Ads
Program Referrals
Social Media
Lighting
Media ProofWindows
Health
Comfort
Energy Cost
Energy Audit
Insulation
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Online Advertising Options Growing
!128 EGIA/BPI
• Google Adwords (and Bing) is Improving
•Social Platforms: Facebook & Twitter
• Retargeting (sometimes called remarketing)
Hyper-targeted = Low Cost
Google Paid
Google Paid
Google Local
Organic
352 DATE
Pay Per Click Marketing
!130
Search Term
Paying $3.64
Paying $3.20
Paying $2.17
352 DATE
Why You Should Consider PPC
!131
Targeting & Reach PPC targeting is sophisticated - geography, time of day, keyword, etc, meaning better more targeted leads.
Google Real Estate Google products are taking over the search results - some searches show no organic results above the fold.
Commercial Intent Study from Wordstream found that 64% of searches with commercial intent click on PPC ads.
Research Learn what people are ACTUALLY searching for in YOUR area - not just national averages but # of searches in town/city/zip code/state etc.
Low Commitment Very efficient, quick to deploy. Generates immediate traffic. Agile & flexible.
Cost Effective Leads Pay only for visits. Minimizes waste. Control where they land. Strong ROI.
352 DATE
Social Ads: Incredible Targeting
!132
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Retargeting (Remarketing) & Display
!135
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Case for Display and Retargeting
Considered Decision
2nd, 3rd, 4th... chance to convert those who don’t on first visit
Very Cost Effective
Small volumes = low cost
Lower average cost per click
Impressive
“I see your ads everywhere!”
Tailor Message to Second Impressions
!
!136
352 !137
!
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WHAT TO DO ABOUT
SOCIAL MEDIA
!
8
352 !138
352 !139
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Merged “Social” Page
!140
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It’s Good Old Word of Mouth. Amplified.
!142
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.
352 DATE
Facebook is for Storytelling
!143
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#1 Grow Your Likes
!144
Invite your personal Facebook Friends
352 DATE
#1 Grow Your Likes
!145
Include Social Buttons prominently on your website.
352 DATE
#2 Take a Bow.
!146
Educate your fans about the work you do and what makes you special. It’s not bragging if it’s true.
352 DATE
#3 Be thoughtful about your Page’s Look
!147
Cover photo, profile pic, and shared images should be in keeping with your company’s mission, but don’t be afraid to show off that winning personality.
352 DATE
#4 Follow the Rules of (content) Engagement
!148
Keep. It. Short. Posts between 100 and 250 characters (less than 3 lines of text) see about 60% moremlikes, comments and shares than posts greater than 250 characters. !
352 DATE
#5 Follow the Rules of (content) Engagement
!149
Use lots of images. !Insert graphs from this post: !!!!
352 DATE
#6 Follow the Rules of (content) Engagement
!150
Have fun. Social networks are inherently social, so interact with your community. Like, comment, share, and try not to take yourself too seriously... !
352
Questions?
Peter Troast Energy Circle
207.847.3644
!Twitter: @EnergyCircle
LinkedIn: http://www.linkedin.com/in/petertroast
Energy Circle PRO Blog: www.energycircle.com/pro/blog
!151
352 DATE !152
Website Platform Multiple Options
Complete Custom Design
Search Optimized w/ Content
Lead Capture Built In
Tools & Apps Built Exclusively for the Industry
Marketing & Lead Gen Google Adwords/PPC
Search Engine Optimization
Content Marketing
Social Media
Full Graphic Design
Exclusively for home energy/renewable contractors
275 Customers in 47 States
HVAC, Insulation, Home Performance, Lighting, Auditors, Raters