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SOCIAL MEDIA:A Real-World Guide

for ContractorsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

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What you won’t get in this session…

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TODAY’S AGENDA• Move Fast – Over 100+ Slides!• Brief History of Content Marketing (huh?)• The Problem with “What?”• Social Media Starts with Storytelling• Steps to Get Started• Q&A

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THINKING DIFFERENT• Not paid – participation• Not rending – owning • Communicating human – not corporate• Instantaneous• Open Publishing• Non-interruption – You Need to Be Interesting

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THINKING DIFFERENT• Not paid – participation• Not rending – owning • Communicating human – not corporate• Instantaneous• Open Publishing• Non-interruption – You Need to Be Interesting

And, for contractors, right now the play is in SEARCH

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FORGETTHE

SOCIALCHANNELS

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What happens when you start telling a story?

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The Barriers Are Gone

• Content Acceptance

• Talent

• Technology

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Traditional Marketing

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800-555-1234AnnoyingSalesperson

Traditional MarketingChallenges

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Searching for Information

Google/Zero Moment of Truth

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Looking to Solve Problems

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

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http://bit.ly/2012cmtrends

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THE PROBLEM WITH

WHAT?

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WHY?

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Why?

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Marcus SheridanCEO, River Pools & Spas

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2007

• $4.5 million in Sales• $250,000 advertising spend

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2007• $4.5 million in Sales• $250,000 advertising spend

• Sold more fiberglass swimming pools than any other pool retailer in North America.

• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.

2011

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75,000 visits per month

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Yep, David vs. Goliath is Real

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Blogs Get More Business

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4x More Likely to Be Found

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How Many Tickets Do You Have?

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How Many Tickets Do You Have?

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Where’s the Social?

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Photo courtesy WebMarketingPros.com

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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

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THE LEADING EXPERT IN YOUR

REGION

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LISTENING POSTSSet Up

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FIND Customers’ Pain Points

KEYWORDANALYSIS

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Google External Tool

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@juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List

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This is Tweetdeck, a Twitter Management Tool

IMPORTANT: Follow keywords, # and your brand names

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QUESTIONSLog Your Customer

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PUBLISHING HUBCreate Your

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DIY

MANAGED

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DISTRIBUTIONFocus on Content

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@juntajoeEmail Newsletter

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CONSISTENCYThe Key Is

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2 YEARS200 POSTS2 YEARS

200 POSTS

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CALL TO ACTIONThen Focus On The

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Facebook Ideas

• Discounts for following on Facebook.• After service, send customers a note to

follow you on Facebook.• Have customers share testimonials on

Facebook.

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• EMAIL IS CRITICAL

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THE LEADING EXPERT IN YOUR

REGION

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Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

http://taylordowns.com

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• Takes Commitment!• Do It Yourself – Or Outsource.• Still Need Someone INSIDE the organization to

manage your brand on social media.• Assets and Advertising – start converting your

thinking now…

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November 15, 2012 New York, NY

November 7-8, 2012 Cleveland, OH

4-5-6 March, 2013Sydney, Australia

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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

Week of Sept. 9, 2013 CLEVELAND, OH

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