the hvac contractor as publisher: leveraging social media with content
DESCRIPTION
Presentation developed for HVAC contractors on how to use a blog as the center of an online marketing/social media marketing program. Presentation created on behalf of SocialTract.TRANSCRIPT
Today’s Topic:The Contractoras Publisher:Blogging 101
The leading blogging platform for HVAC/Plumbing Contractors with customers in more than 30 states and Canada.
Joe Pulizzi
Content Marketing
6-8 September, 2011
AGENDA
• The importance of publishing online content.
• What’s working for contractors.• Additional online tips.• Q&A
How Did We Make Buying Decisions 15 YEARS AGO?
Traditional Marketing
800-555-1234AnnoyingSalesperson
Traditional MarketingChallenges
Buying Decisions Today (90%)
Looking to Solve Problems
Hubspot
Hubspot
Blogs Get More Business
4x More Likely to Be Found
Blogs Get More Links
Blogs Get More Traffic
Corporate Brochure-itis
Content Wins
67% More Likely to Purchase
Custom Content Council
Do blogs affect your purchase decisions? (75%)
Hubspot
Why?• Great blog content makes us sound
interesting and positions us as experts• Search engines love blogs• Social media loves blogs• Your customers read blogs• Non-sales touch• Minimal investment compared to outbound
marketing options
Influence Your Customers
SocialCapitalManagement.com
-2010 ACCA Contractor of the Year
Contractor Case Study
Retention/Engagement
Facebook Tip• Share on Facebook, get $XX off this visit.
Google – Jan 25, 2011
• Google now uses social usage of Twitter into search rankings
Positions Contractor as the True Expert
Found in Search
Long-tail Search
According to Theo Etzel“The content from the blog helps us build
relationships with our customers. We need many different types of touches, including content on our website.”
“Marketing is a big bucket where multiple tools reside. Advertising, painted truck schemes, local event sponsorship, are all part of the mix. We believe blogging demands a portion of our budget, especially as younger people become more affluent.”
Measurement• Increase in leads coming into your website• Less customer turnover• Inbound links to your website (from other sites that link to
your content)• Enewsletter signups• Blog alert signups• Shortening of the buying cycle• More customers signing up to service maintenance
agreements• Engagement measures, such as when a customer or
prospect visits three or more pages (those visitors are more likely to buy).
ONLINE TIPS
YOU YOU YOUDon’t Blog about
LISTENING TOOLSUse
FIND Customers’ Pain PointsKEYWORDANALYSIS
Google External Tool
Google Alerts
Twitter Advanced Search
Tweetdeck
CALL TO ACTIONThink first about your
From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,
YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our toolkit• Sign up for our e-newsletter• Request a quote
Multiple Uses
Customer eNewsletter
Blogs as PR
Key Online Tips
Customer Reviews• Asking for Reviews
Video Integration
Joe Pulizzi [email protected]
@juntajoe
Thanks and Q&A
FREE RESOURCE:http://bit.ly/HVAC-Blog
Images Courtesy of Shutterstock