How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of...
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The Internet It’s Changed Business How to Use the Web to Drive Leads and Sales...and Serve Your Customers Shelly Kramer, V3 Integrated Marketing @ShellyKramer
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This presentation: How the Service Industry Can Use The Web to Drive Leads and Sales was prepared for the Kansas City Chapter of the Air Conditioning Contractors of America (ACCA Kansas City). The audience was comprised of business owners selling direct to consumers as well as to HVAC industry partners who focus on the B2B audience. The presentation was designed to take an audience who had mostly relied on Yellow Page advertising and other types of traditional advertising through the process of understanding what digital marketing is - and illustrating the financial benefits of shifting your business focus to inbound marketing tactics as opposed to limiting your marketing efforts strictly to outbound marketing channels. Some of the things we cover are: The benefits of branding yourself and owning knowledge - and the value of Content Marketing; The value of integrating Video and YouTube into your online marketing efforts; Understanding the importance of, and the value delivered by focusing on Local SEO strategies; The importance of Mobile Technology to businesses today and how to integrate a mobile mindset into your overall marketing efforts; Why Social Media matters and how businesses - both B2B and B2C, are using social media marketing today; And the fact that all of the foregoing starts with a website that's built by someone who knows how to do it correctly. A well-designed website has the right content, is SEO optimized, has regular, fresh content being contributed and is working for you - 24 hours a day, 7 days a week. If you're trying to figure out what to do next to get your business headed in the right direction and maximizing the potential of the Internet, this presentation might help.
Transcript of How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of...
The Internet It’s Changed Business How to Use the Web to Drive Leads and Sales...and Serve
Your Customers Shelly Kramer, V3 Integrated Marketing
@ShellyKramer
Who Am I? Shelly Kramer
CEO, V3 Integrated Marketing @shellykramer
Vision + Voice + Value
INTEGRATED MARKETING
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Understand The Web of Today
Traditional Marketing
Digital Marketing
Print Ads Television Ads Cold Calling
Yellow Pages Direct Mail Email Blast
Traditional Marketing
Blogs Ebooks
White Papers Videos SEO
Social Media Webinars
Feeds, RSS
What Is Digital Marketing?
Why This Matters
26%
44%
2009 2011
Don’t Take My Word For It
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Channel Critical or Important
24%
44%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
They Really Like It.
Channel Critical or Important
21%
38%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
I Mean It!
Channel Critical or Important
It’s really all about just one thing …
Back to Inbound Marketing
Inbound Marketing Costs Less
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Ave. Cost Per Lead
$332 Inbound
Ave. Cost Per Lead
$134
Inbound is
60% lower per lead
Where do leads come from?
More Budget Dollars Being Allocated to Corporate Blogging
2009 2010 2011
48%
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
61% 65%
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!
increase in website pages indexed by Google for companies that blog over companies that don't blog.!
%
Why Does This Matter?
It’s Money, Plain and Simple
More Indexed Pages = $
Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.!
Every 50 to 100 incremental indexed pages can mean double-digit lead growth.!
Growth in new leads accelerates significantly once websites achieve 300+ pages indexed by Google
.
I’ll Say It Again: Inbound Marketing Works
Let’s Talk Content
27 Million Pieces of online content are shared daily!
1 in 5 Social media messages include links to content!
60 Percent of content-sharing messages specific to an
industry mention a brand or product by name!
Who’s investing in this?!
Let’s Talk SEO + Content
Let’s Talk SEO + Soc Nets
Let’s Talk
Friends
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!
Of people trust recommendations from peers.!
%
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!
Of people trust advertisements.!
%
So … How Do I Do This Crap?
1 Things You Can Do
Option
Brand!
If they can’t find you on the web, they can’t become your customers.
Yourself !!
OWN!!Knowledge!
Provide News, Information, Services, Content, Training, Entertainment …. PROVIDE VALUE!!
2 Video Services
Option
Search Engines
Video
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Help Customers Get to Know You
Set up a YouTube Page for your Company and Create Video
Content
The Impact of a
Channel
The Impact of a
Channel
Videos can also be created for a print and online
“Ask the Expert” program.
Videos can be archived online and promoted in a print edition,
association newsletter or
corporate website or blog.
You’re nodding,
aren’t you?
3 Local SEO Services
Option
Owning the Local Market is a Big Deal
Learn this, Live it …
Is Your Client…
Your Online Identity?
Your Google Image is?!
Claim It
When they “Google It” who do they find?
When they “Google It” who do they find?
Local and Industry Directories?
Are you listed in local directories? If not, why not? Directories help people find you. It just makes
sense.!
Resources!
Resources!
4 Mobile Services
Option
Smartphone penetration continues to rise in all categories
of businesses have mobile enabled websites
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���of businesses have never checked the appearance or function of their
website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
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Most websites look fine on a desktop computer…
…or on a laptop.
Most desktop websites were not designed to be viewed on the small screens of mobile devices.
Fonts can be too small, images are too small, navigation can be clunky, Flash won’t work, lengthy page loads, and the list goes on and on.
Can you see this?
More importantly, can you use it?
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And here’s someone doing it right …..
Percentage of Smartphone owners accessing the Internet or email
Mostly go online using their phone
2011 - Pew Research Center Internet & American Life Project.
5 Social Media
Option
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We’re a Wired Bunch – And We Participate in Social Media
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51 Higher %
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Finding New Customers
is the greatest challenge for SMBs
New Study by Bredin Business Information
Tactics to find new customers
ABCB! ABCC!
51% 85% 0.3>&4.!
38% 74% *.,5+1!
20% 54% P&/.(!
Source: New Study by Bredin Business Information
Tactics to find new customers
ABCB! ABCC!
- 53% D(EQ()!:R.5>!SF5(EQ()T!
- 49% -(3&'.!
27% 50% MC&U.5!
43% 65% V,+.3((N!
Source: New Study by Bredin Business Information
Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
63% 39% 67% 53%
Understand the Fundamental Truth: Your #1 Client Is
6 Your Website….
Option
There’s a right way. And a wrong way to build them. Which one is yours?!
Here’s Why HubSpot’s Tools Rock
June 2011
October 2011
Install Your Analytics, Then Read The #$@ Things!
Oh, the stories they tell …
Old World Way to Reach Customers
Banner Website
Call Center
Sales Rep
Phone
Lead Gen
Direct Mail
Search
Phone
Old World Way to Reach Customers Direct Marketing = Fire Hose
New World Way to Reach Customers!
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New World Way to Reach Customers Brand Marketing = Envelope them in a Fog
Now, where’s the #$@*%
ROI?!
The Key is BENEFITS
Short vs. Long
Financial vs.
Non-Financial
Before ROI, You Get This
• Increase in site traffic • Increase in time spent on site • Views of a specific landing page, blog post
or offer • Increased follower/like/friend base • Increase in Share of Voice • Increase in Positive Sentiment (this means
they like you) (more)
And the Payoff …
• Increased revenue • More leads • Shorter sales cycles • Lower customer acquisition costs • Lower customer service costs • Lower customer retention costs
(Are You Happy Yet?)
Scorecard Have Revenue/Profits increased? !Financial
Financial
Brand
Digital
Risk Management
Have Costs decreased? !
Have consumer attitudes about the brand improved? !
Better prepared to find/respond? !
Has the company enhanced it’s assets? !
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
- Charles Darwin
Stalk Me … I don’t bite (normally)
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INTEGRATED MARKETING
Vision + Voice + Value v3im.com
