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

!

!

Marketing is Changing duh

!7

Noisy World

200 Million

Peak

352 DATE

Google is the New Yellow Pages

!15

352 DATE

Business to Business

!17

352 DATE

Business to Consumer

!18

352352

Type Primary Targets Tactics

New Construction

Builders Architects

Some homeowners

1 to 1 Mktg Relationships

Balancing B2B to B2C Approaches

!19

352352

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

352352

Yesterday’s Marketing Mix

!21

10%

8%

8%

31%

44%

Yellow PagesDirect MailReferral ProgramHome ShowsUnknown

352352

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

352

The New Marketing Landscape

!23

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

Online Display

Facebook

Twitter

Email Newsletters

352

The New Marketing Landscape

!24

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

Online Display

Facebook

Twitter

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

352

!!

Winning Search Requires Content but what content specifically?

!31

352

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

352

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

352

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

352

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

352

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

352

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

$

$

$

$

$

$

$

352

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

352

Google External Keyword Tool

!40

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

352

Google Insights for Search

!41

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

352

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

352 DATE

Conversational Search

“energy efficient furnace”

vs

“how do you determine if a furnace is efficient?”

!43

352

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

!

CONTENT

FOR THE WIN

2

352

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

352352

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

352

Ideally: Dedicated Pages for Key Services

!49

Logical, Clear Structure

Consulting Services

RatingsCode

ComplianceLEED

Energy Audits

352 !50

Google Loves

Content

Authority

352

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

352

!

!

Great Content is

Right in Front of You

!52

352

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

write about it.

Generating Content

352

Put Your Photos to Work

352 !55

352 DATE

Content: What’s This?

352 DATE

Content: Project Photo Albums

352 DATE

Content: YouTube Videos

352 DATE

Content “as a system”

352 !60

!

MAKING YOUR

WEBSITE PERFORM

3

352 !61

Design Usability Structure Navigation User Interface Speed

!Conversion Content SEO

352

The Most Important Question…

!62

!

!

Who is Your Website For?

352

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

352

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

352 DATE

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

352

From Home to Where?

Dominant Traffic Flow Home Page --> About Us

Home Page --> Services

!72

70+%

352

Best Practices--About Us Page

!73

352

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

352

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

352

On Site SEO

Titles & Descriptions

Use your keywords!

!78

352

On Site SEO

Internal Links

Link freely and smartly amongst your site pages.

!79

352352

Web Design Basics: There’s no one right way.

!80

352352

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

!

!

KNOW YOUR

NUMBERS

!

4

352

!

!

Marketing Tactics are Not Equal

!88

352

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

352

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

352 DATE

Unmanaged Google+ Page

!97

352 !99

The Page is Not as Important

as the Data

352 DATE

Breaking News: Review “Sentiments”

!101

352 DATE

More Categories But...

!102

352

Google+

!103

352 !104

!

THE RISE OF

THIRD PARTY REVIEWS

6

352

!

Word of Mouth

is Still King !

Customer Reviews Are

Word of Mouth on Steroids

!105

352

!

!

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

352 DATE

Especially Important to Contractors

!109

352 DATE

Growth of “review” Searches

!110

352

!

!

!

Reviews are Everywhere

!111

352 DATE

Reviews: Increasingly Accessible

!112

352 DATE

The Emergence of Yelp

!113

352 DATE

Where Would You Click?

!116

352352

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

352

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

352352

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

352 DATE

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

352352

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

352 DATE

Retargeting (Remarketing) & Display

!135

352

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

!

!

WHAT TO DO ABOUT

SOCIAL MEDIA

!

8

352 !138

352 !139

352 DATE

Merged “Social” Page

!140

352 DATE

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

352 DATE

#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

peter@energycircle.com

!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