marketing through engagement - larsontraneportal.com€¦ · marketing through engagement . refocus...

Presented by: David Squires Contr@ctor's Online-Access, Inc.

Marketing Through Engagement

Refocus your marketing today …to better prepare for tomorrow

HOW MUCH PROXIMITY & FAMILIARITY AFFECTS HVAC WEB MARKETING The following Data is based on a random

sample of 43 single-location contracting companies

July 2015 -July 2016 Over 95,000 valid website visits generated

within 100 miles of their location

Website traffic increase with each 5 miles of expanded radius

0 - 5 miles = 35 % of traffic

6 - 10 miles = 20 % of traffic

11 - 15 miles = 15 % of traffic

16 - 20 miles = 11 % of traffic

21 - 25 miles = 6 % of traffic

26 - 30 miles = 8 % of traffic

31 - 35 miles = 3 % of traffic

36 - 40 miles = 1 % of traffic

THE FAMILIAR FACTOR Everyone is overwhelmed by too many choices

Time demands and constraints create need for filtering—both rational and irrational

Fear of the ‘unknown’ vs. comfort of the ‘known’

HOW CONSUMERS USE GOOGLE TO SEARCH

By 2014, the average amount of time it took participants to find a desirable result took an average of 8-9 seconds.

In 2005, Google users would spend an average of 23 seconds to choose a listing.

KNOW THE DIFFERENCE BETWEEN YOUR MARKETING AREA AND SERVICE AREA

All your advertising will work better when you become the company with which your community is familiar.

The 80/20 rule applies Less wasted advertising dollars in web and print

advertising Impact vs. Impression Compounds ‘word-of-mouth’ effectiveness The best way to optimize for Voice Search

VOICE SEARCH

Alexa = YELP/AMAZON

Google =Google My Business

Porch Home Advisor

Cortana = ?

Siri = ?

Referral SourcesPay–to-Play for

Service

Inherent Trust Issues

Alexa's Dirty Little SecretAmazon has sold approximates

50 million Alexa devices (50,000,000)

Only 2% of Alexa Users made a voice purchase this year

(1,000,000)Only 10% of the 2% used voice to

shop more than just one time (100,000)

Absence of Choice

GOOGLE LOCAL SERVICES As with most things new,

early adopters make out best. however… you might want to

start putting together a ‘Plan B’

THE RESULTS SO FAR

Google Local Services Ads (LSAs) currently receive 13.8% of local search result clicks

Bright Local 2018

2016 SALT LAKE CITY FOCUS GROUP

Question 2: Does the addition of the large ads at the top of the page make anyone want to change their choice? Question 3: Does knowing that Google will guarantee that the job is done right up to $2,000 for the first 30 days if you choose someone through the ads at the top make anyone want to change their choice?

Question 1: If you needed a heating contractor who would you choose on this page?

THE BAD NEWS ABOUT GOOGLE LOCAL

SERVICES Creates the illusion of ‘Sameness’

Removes the consequences of a consumer’s choice

Organic Search

IN A NUTSHELL, GETTING AN ROI WITH SEARCH IS ONLY GOING TO GET HARDER AS SEARCH

BECOMES PAY-TO-PLAY

WITH EVERYONE WANTING TO BECOME THE “GATEKEEPER” TO YOUR ONLINE

CUSTOMER , IT MIGHT SURPRISE YOU TO SEE THE

BREAKDOWN OF WHAT EVERYONE IS ACTUALLY COMPETING FOR...

ONLINE-ACCESS’ 2017 CONSUMER

SURVEY

2017: RECAP Response from 1,010 consumers who hired an HVAC company for

residential service within the previous year. How did you first learn about the contractor you called?

When you boil everything down in Search Marketing for HVAC today, everyone is basically competing for this 12.7% of the population that doesn’t have a clue who to call when something breaks.

2017: RECAP Response from 1,010 consumers who hired an HVAC company for

residential service within the previous year. How did you first learn about the contractor you called?

Why are we not focusing on this?

NONE OF THE COMPETITION MATTERS WHEN THE CUSTOMER SEARCHES FOR YOUR COMPANY NAME!

Vincent’s Heating and Plumbing December 31, 2018

MOVE YOUR ONLINE MARKETING OUT OF THE BOX

12.7% 63.6%

Search Engagement People do business with people they like… and people like them!

MOVE YOUR MARKETING TO WHERE YOUR COMPETITION ISN’T.

Instead, look for opportunities to engage with your community! Become the company they know!

STOP TRYING TO MOVE THE CUSTOMER INTO YOUR BOX… MOVE INTO THEIRS!

Branding is easier if you’re not just pushing

your name…

but instead, you're connecting with your customer.

Engagement with your community

is the new SEO Local Traffic

Started Program

Service business doubled by the following year

Over 2 years ago, we made the decision to utilize and develop this concept to create engagement with our client’s

communities. We have been field testing and improving it for well over a year and a half now, and

this is what we have learned.

By creating a public facing website documenting past events, organizations we’re easier to get onboard by seeing other groups all over the country participating. HelpingOutLocally.org

We found that you need to make it easy for consumers to give you their contact information to verify their vote with an email address or a cell number—without fear of being spammed

To engage the voters you need to give them instant feedback as to how their organization is doing.

Knowing how their choice is doing motivates them to use social media to get their friends involved at your site.

After they vote, you want to thank them and give them a reason to use your services. We soon learned not to depend on the voter to “clip their coupon”… –so now we automatically do it for them. By storing their coupon for them we can later remind them of it at the time they will probably use it.

The Results: Tracked customer contacts through the company’s website were up 25% from the same time last year while the contest was running.

Long Term Results: My company has run “Helping Out Locally” 4 times in the last 15 months. Let me show you what engaging your community can potentially do:

Vincent’s Heating and Plumbing October 1, 2017 – December 31, 2018

Votes – 12,552 Unique – 5,561

Vincent’s Heating and Plumbing October 1,2017 –December 31, 2018

Votes – 3,170 Unique – 1,124

Vincent’s Heating and Plumbing October 1, 2017 – December 31, 2018

Votes – 7,870 Unique – 2,037

Vincent’s Heating and Plumbing October 1, 2017 – December 31, 2018

Votes – 27,722 Unique – 9,147

Vincent’s Heating and Plumbing October 1, 2017 – December 31, 2018

44,767 Unique Users over 15 months0

18,798 were Unique Users from our Marketing Area of 30,000 home—all

of which gave us contact info

1. Top-of-mind awareness (Average of 2.5 visits to our website per voter during the contest).

2. Email or text contact information for half of our market area, all able to be scheduled to be sent special offers.

3. Insight as to what they are passionate about that we can use to motivate them in the future to do business with us.

4. A free pass to the first page of search for the 60% of them who have their Google History on.

5. Extremely high direct search as well as GMB Clicks.

BENEFITS WE RECEIVED BY ENGAGING OUR COMMUNITY BESIDES JUST GOODWILL.

TOTAL COST = $7,000

IN CHARITABLE DONATIONS

SPREAD OVER 15 MONTHS

THE BEST PART OF MOVING YOUR COMPANY INTO YOUR COMMUNITY ARE THE REWARDS THAT AREN’T SO EASILY MEASURED!

IF YOU WOULD LIKE MORE INFORMATION ON WHAT WAS COVERED, GO TO:

HVACWebsites.com/GAL

Text #GAL to (888) 966-4785

WHERE THINGS ARE HEADED • All Google above the fold

• Google wants to approve who you hire

• Google wants to keep users from leaving Google

WHERE THINGS ARE HEADED • All Google above the fold

• LSAs have potential to create lead competition

• Google wants to approve who you hire

• Google as the new ‘satisfaction’ police

• Google wants to keep users from leaving Google

• LSA rules allow price advertising