Internet Marketing for Roofing Industry-2011

E-Marketing and Social Media For Your Business

Internet Marketing Tips that Roofers Can Implement Today

Presented by:Hillary BresslerFounder, CEO

.Com MarketingA Top 100 Interactive Agency Nationwide

www.commarketing.com 1.866.266.6584

Dell made over $3 million in revenue through the Dell Outlet account on Twitter.

It’s Okay To Be Confused

Years to Reach 50 Million Users

• Radio- 38 Years

• TV- 13 Years

• Internet- 4 Years

• iPod- 3 Years

• Facebook adds 100 Million Users in 9 months

“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

http://rds.yahoo.com/_ylt=A9G_bF4QgQJMmn4AI_ejzbkF/SIG=1223t3tiv/EXP=1275318928/**http:/www.granitegrok.com/pix/old_radio_1.jpg

78% of consumers trust peer recommendations

Only 14% trust advertisements



The Fastest Growing Segment on Facebook is 55-65 year old Females

Average user spends more than 55 minutes per day on Facebook

39% Of all

mobile users have

smartphones

80% of Twitter updates are on mobile devices.

Imagine what that means for bad customer experiences.


Kim Kardashian gets $10k per tweet

Social Media is about

the relationships

http://www.flickr.com/photos/sarcastickiss/2612302754/

Define Your

Social Media

Strategy

“People are communicating more over social networks and to stay relevant you have to be where your

customers’ are.”

What Can Social Media be Used For?

1. Sales2. Brand Marketing3. Customer Service4. Promotions/Events5. Recruiting 6. Public Relations7. Reputation Management8. Market Research9. Consumer Education

Social Media marketing is 100% about establishing a relationship with customers,

and less about selling.

The sales will come to those that wait!

Sprinkles Cupcakes

Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a

free cupcake. They have 133,000 fans.

Top Roofers on Twitter

Twitter Exclusive Coupons

• Twitter-exclusive coupons for customers to print out and redeem at store.

• Twitter coupon campaigns brought

in 68.60% of total

dollar sales.

Tracking Sales

Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.

Customer Service

Frank EliasonComcast’s Twitter Man

“I think it's safe to call Comcast's Frank Eliason the most famous customer service manager in the U.S., possibly in the world.” - Business Week Jan 2009

File

http://www.youtube.com/watch?v=5YGc4zOqozo

Negative Effects on United from Social Media

• Over 8.5 million views

• Stock prices dip 10% resulting in $180 million

• Appeared on ABC’s The View

• Time Magazine’s Top Viral Video’s of 2009

• 2 more videos to be produced

As of 5/29/10

http://www.zazzle.com/united_breaks_guitars_tshirt-235947101718018036?rf=238458870634836585

http://larryfire.files.wordpress.com/2008/12/time.jpg

File

http://www.youtube.com/watch?v=qg1ckCkm8YI

Positive of Social Media

• Budget of $50 to start

• Over 134 million views

• 700% increase in sales

As of 5/29/10

Example of Web Video of Roofing Company

Using Linked In for

Business to Business

Company Profile

Improve your

Company

Profile page

Join Industry Groups

Linked In Groups

Social Media Challenges

• It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)

• It is not “free”

• It is difficult to monetize

Social Media Tips

Register all Names

namechk.com

• Find a focus and identify the goals

• Create relevant content

• Become an indispensable source of information

Social Media Tips

• Jump in and familiarize yourself in using social networking, even if you have to do it first in your personal life.

• Get the support and buy-in of everyone in the company

Social Media Tips

• Take time to understand your customers: what communication style works best

• Start slowly, listen and take small steps: take the time to understand each social network

• Take chances: test new initiatives, content, conversation starters and offers

Social Media Tips

Dealing with Bad Reviews

Dealing with complaints

• Address negative comments very quickly.

• Have a process in place to resolve the issue directly.

• The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.

• It is a chance to turn someone into an ambassador of the brand.

This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more

real and authentic. This is a good example of how a company responded to show they care.

http://www.facebook.com/facebook-widgets/

Facebook Tips To Drive Fans

Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their

Facebook page.

Simple offline marketing to drive fans by

giving benefits to join.

This is my email signature. Have every employee put an email signature that promotes your social media pages.

How To Make A Facebook Vanity URL

www.facebook.com/#!/Commarketing?ref=ts

www.facebook.com/commarketing

www.facebook.com/username

Email Marketing

Not news that marketers increasing focus on social and mobile—but email, too

Top Three Reasons for Email Marketing

1.) 91% of the online population uses email, most everyday.

2.) Email usage is consistent across age groups with the lowest penetration among the very young (12-17 years)

and very old (73+)

3.) 67% of adults in North America say they prefer e-mail for business

communications and 47% of permission email recipients made a purchase in the

past year because of it.

Email marketing has one of the highest ROIs of any tactic,

compare:

– E-mail ROI per $1 US spent: $51.45– Print catalogs: $7.20– Non-E-mail Internet marketing: $21.08

Opt-in email creates higher customer engagement than social or mobile alone—but together…

Tip: Sign Up

Types of EmailNewsletter Promotional

Types of EmailCoupon Welcome/Thank You

Types of EmailEvent/Social Holiday

Best Practices

44% of respondents view emails in the preview pane; 80% use the bottom or

side view.

Delivery rates – average 94.1%

Open rates – 22.1%

Click through rates – 6.1%

Q1 2009 data

What People Want

Typically money in some form (discount, free, deals)

Inside info, news, previews, access (feel special)

B2B content: case studies, white papers, webinars (cover topics target audience most interested in)

Direct communication with a company decision-maker

11% of users check email on

a mobile device

E-Marketer Opportunities

Test your email sends; 27% do.

Things to test include: subject lines, calls to action, design, timing, day of week, time of day.

Best time of day is mid-day or start of day; best day of week is Tuesday.

Data shows that shorter subject lines generate higher open rates.

E-Marketer Opportunities

Email Service Providers

• Constant Contact• Mail Chimp

Expected Costs

• Website- $3,000-$25,000• Mobile Site- $2,000- $50,000• Social Media Strategy- $2,500- $10,000• SEO- $2,000- $4,000/month• Pay Per Click- 20% of spend• Universal Listing- $500• Email Design- $800- $1,500

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“ Squeeze out every click from the search engines before you move on to anything else.”

-Hillary Bressler- CEO/Founder of .Com Marketing

Rule of Thumb

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Search Dominance!

Top Keywords

Roofing Contractor

Dominating your brand and having control of each postingis the true SEO + SMO = Amplified Rankings

I dominate and control my “Personal brand”….that is easy, as there are only 3 Hillary Bressler’s in the USA.

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Target Corporation dominates their brand for a keyword thathas many different meanings.

Top 3 Citation Sites

• www.insiderpages.com• www.superpages.com• www.yelp.com• Angie’s List

• Judy’s Book

Hillary Bressler

CEO/Founder of .Com MarketingEmail: [email protected]

Web: www.commarketing.com

Phone: 407.774.4604 ext 203

@commarketing

@hillarybressler

Find My Presentation Today!

www.slideshare.net/hillarybressler

Internet Marketing for Roofing Industry-2011

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