Positioning Your Company as Water Treatment Experts …€¦ · · 2017-11-10Why Do We EvenCare?...
Transcript of Positioning Your Company as Water Treatment Experts …€¦ · · 2017-11-10Why Do We EvenCare?...
© COPYRIGHT 2003-2017. GOOD GROUP LLC
Positioning Your Company asWater Treatment Experts Using Social Media
“we really don’t need advertising”…
“I read a marketing book last year AND
I took a two-day seminar…
I KNOW MARKETING.”
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“oh, look, they’ve decided to advertise!”
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The good old days?: “shotgun Approach”
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Digital world: “Targeted ONLINE marketing”
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DID YOU KNOW…
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SOURCE:http://smartinsights.com; Danyl Bosomworth on July 22, 2015
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DID YOU KNOW…
• The average impression lasts ONLY 8 seconds
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• ‘One and Done’ might as well be NONE!• RELEVANCE mixed with FREQUENCY is the most effective
blend.• UPDATES must be CONSISTENT.• Don’t forget:
• Seasonality• Target Audience• Promotions
(SOURCE: SocialTimes, Nov2014)
DID YOU KNOW…
PROBLEM:Unclear, “unfiltered” message.
Message: Targeted and clearWATER QUALITY & SEO
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FOUNDATION of EFFICIENCY:Must use the RELEVANT equipment to be effective.
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Message: Targeted and clearWATER QUALITY & SEO
SOLUTION:Clear, satisfying results.
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Message: Targeted and clearWATER QUALITY & SEO
Relationships & Results• Repeat Business• Referral Business (WOM)• Positive Reviews
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VALUE• To Your
TargetAudience
USP• Versus Your
Competition
MESSAGE • Brief & to the Point
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Message: Targeted and clearGO BACK TO THE BASICS – WHO IS YOUR TARGET AUDIENCE?
Message: Targeted and clear
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Your message needs to feature what makes YOU different, otherwise…
YOUR CUSTOMER WILL SEEK (AND FIND) IT ELSEWHERE!
Message: Targeted and clear
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Tell your prospects and customers what you do and give them a reason to CHOOSE YOU versus competition!
You might find that PRICE is a SECONDARY consideration.
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“WE SERVICE ALL EQUIPMENT EVEN IF WE DIDN’T INSTALL IT”
“WE DON’T SUBCONTRACT”
“CERTIFIED & MEMBER OF WQA”
Message: Targeted and clear
Reflect HOW you market your product… WHAT product you market…And WHO would be interested… Based on what’s going on WHEN.
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Message: Targeted and clearRELEVANCY & AUTHORITATIVE
Relevant: Being connected with the matter at hand.
Content is KING!!! Website content – don’t get too technical; know your audience “Laymen's Terms”
Creative use of content – saturate the online market, i.e.. social sites, blog, news (white pages)
Keywords
Research – competitor’s websites, google your product/service, ask customers (survey)
Continue keyword consistency across other resources, i.e.. YouTube, Google+
Google analytics – research how your website is found
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Message: Targeted and clearRELEVANCY & AUTHORITATIVE
Authoritative: Measured by the number and quality of other pages that link to your site.
Links
Industry related sites
Directories and SEM (paid online advertising), i.e.. yp.com, patch, yelp
Social support – get and keep conversation going, i.e.. twitter, Facebook, houzz, Pinterest
Quality vs. Quantity
Search engine spiders look for content and keywords that are RELEVANT to search
Watch keyword stuffing!
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Message: Targeted and clearRELEVANCY & AUTHORITATIVE
Use Current Events
Tax Credits or Tax Refunds In the News (Local and National) Seasonal (Holidays and Weather) Financial data
Identify and market DIRECTLY using these timely messages.
Message: Targeted and clearRELEVANCY & AUTHORITATIVE
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Message: targeted and clear
RELEVANCY &AUTHORITATIVE –In the News
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Message: targeted and clear
RELEVANCY &AUTHORITATIVE –In the News
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Message: targeted and clear
RELEVANCY &AUTHORITATIVE –In the News
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Message: targeted and clear
RELEVANCY &AUTHORITATIVE –In the News
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Message: targeted and clear
RELEVANCY &AUTHORITATIVE –In the News
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –Educate (using seasonality)
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –Educate (using products)
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –Educate (using products)
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –Educate (one-on-one)
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –Services
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –Credibility
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Message: targeted and clear
RELEVANCY & AUTHORITATIVE –relationships
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Message: targeted and clear
MULTI MEDIAGoogle LOVESVideos
Embed in Website YouTube – use keywords Facebook Live
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Blog Posts Social Media Posts Content for YOUR Website Eblasts
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Studies
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Studies
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Studies
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Message: use your resources
INDUSTRY RESOURCES
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WQAWebsite
Studies
INDUSTRY RESOURCES
Message: use your resources
WQAWebsite
Studies Industry Updates
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Studies Industry Updates
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Studies Industry Updates
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Message: use your resources
INDUSTRY RESOURCESWQAWebsite
Studies Industry Updates eNews
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CONSISTENCY AND FREQUENCYSCHEDULE Updates AND Posts into Calendar
Consider your target audience and how “often” they want to hear from you
Read & respond to reviews: 5-15 minutes/day *do it when you check emails
Update Facebook: 30 minutes 1-2 times/week
Update Website: at least 1 time/month
For example:
New product (pictures, video)
Sales
Projects
Industry knowledge
SCHEDULE Updates AND Posts into Calendar
Utilize online social media management systems:
SnapRetail
HootSuite
Buffer
CrowdBooster
Sprout Social
Social Flow
MESSAGE: Distribution CONSISTENCY AND FREQUENCY
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Consider your target audience and “WHERE” they socialize, work, network
Press: online and offline (i.e.. press releases, social media)
Local business associations/chambers/networking
Parallel trades/industries
Partner with emergency responders, medical, schools
Parallel businesses/non-profits
MESSAGE: Distribution ADDITIONAL RESOURCES
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Reviews
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ReviewsReviews directly influence consumer’s attitudes and the purchase decisions of local business services.
• 81% of shoppers conduct online research before buying
• 72% U.S. consumers own smartphones and 38% own tablets.
• In 2014, searches made on mobile devices surpassed desktop searches – and continues to grow!
• 70% online transactions occur on a mobile device.
Yelp receives over 1Million people visiting & contributing to WOM platform.
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• Tips and Trusted Programs.
• Share/Promote Portfolio of Projects: website gallery, social media posts (facebook, pinterest, Houzz, Google+)
• Be the Credible Resource: video gallery (website &/or YouTube), blog, FAQs page, social media tips, Tutorial Events
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It costs 6 times more to attract a new customer than to retain an existing one.
Loyal customers are worth up to 10 times as much as their first purchase.
Reviews: Encourage LOYALTY
Reviews directly influence consumer’s attitudes and the purchase decisions of local business services.Yelp receives over 1Million people visiting & contributingMonitor, Promote and Manage Reviews
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88% of searchers trust online reviews as much as personal recommendations.
72% say positive reviews help them trust a business more.
Reviews: Encourage LOYALTY
Common Review Sites
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Why Do We Even Care?
• Emotion• Definition:
e·mo·tion - nouna natural instinctive state of mind deriving from one's circumstances, mood, or relationships with others• instinctive or intuitive feeling as
distinguished from reasoning orknowledge.
"responses have to be based on historical
insight, not simply on emotion"
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Why Do We Even Care?
• Expectations• Definition:
ex·pec·ta·tion - nouna belief that someone will or should achieve something; a strong belief that something will happen or be the case in the future.
“Reality had not lived up to expectations."
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Why Do We Even Care?
• Perceptions• Definition:
per·cep·tion - nouna way of regarding, understanding, or interpreting something; a mental impression.
“Our perception of our own company, products and services.“
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Why Do We Even Care?
• Communication• Definition:
com·mu·ni·ca·tion - nounThe imparting or exchanging of information or news.
"direct communication between the two countries will produce greater understanding"
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Do’s & Don’ts: Responding to Reviews
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•Top 5 Do’s:1. Apologize2. Use as opportunity3. Respond to all reviewers4. Use proper spelling, grammar & punctuation5. Monitor other sites & monitor for a reply to your reply
•Top 5 Don’ts:
1. React2. Duplicate replies – bad or good3. Pay for reviews4. Ignore reviews – bad or good5. Worry or Obsess
Do’s & Don’ts: Responding to Reviews
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Common Review Sites
•FREE Resources:• Google Alerts• Social Mention• TweetDeck• HootSuite• Boardreader• Topsy• FreeReviewMonitoring.com
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•FREE Resources:• Google Alerts
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1. Go to Google.com/alerts2. Add your business name to the Search Query field3. Choose Options: result type, frequency and quantity4. Enter your email address
Common Review Sites
Reviews: Build Visibility & Encourage Positive Reviews
• Email• Thank You Email
Link Social Profiles
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• Email• Thank You Email
Link Social Profiles• Signature
Link Social Profiles
Reviews: Build Visibility & Encourage Positive Reviews
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• Website• Create Online Form
Jotform
Reviews: Build Visibility & Encourage Positive Reviews
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• Website• Create Online Form
Jotform• Testimonial Page
Link Social Profiles
Reviews: Build Visibility & Encourage Positive Reviews
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•Internally: Sales Staff• Monthly reward / recognition for
most mentions in customer reviews• Certificate of acknowledgment
Logo goes here
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Reviews: Build Visibility & Encourage Positive Reviews
• DON’T FORGET OTHER REVIEW POSTS:• Social Media
• Google, Yahoo, Merchant Circle, BBB, Facebook, Blogger, Twitter, LinkedIn
• Online Marketing Listings• Supermedia/DEX, HIBU, yp.com
• Service/Trade Lead Generators:• Angie’s List, Home Advisor
Reviews: Build Visibility & Encourage Positive Reviews
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• Facebook Reviews Tab
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Reviews: Build Visibility & Encourage Positive Reviews
SEO Best practices – lead generators
Angie’s List;PAID Membership (Consumer)
• Charges contractor if job accepted
• Over 500 business categories• More comprehensive
customer review component than SM
• Consumer reaches out to company
• Additional Advertising Products:• Store Front• Big Deal• Magazine
MANY HOMEOWNERS USE BOTH!
HomeAdvisor (Old ServiceMagic); FREE Membership (Consumer)Charges contractors for referralsSM does work for consumer,
providing up to 4 prequalified, prescreened leadsNegative to consumer –
bombarded by callsReview component but not as
comprehensive as AL
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FREE OPTIMIZATION - What are the benefits?
• Google Places, Yahoo Local, Bing
• Manage this page:
• Insert services
• Contact information
• Pictures, video
• Service area
• Events
• Blog Posts, Newsletters
• Reviews
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ReviewsCLAIM YOUR LISTINGS!
Reviews• Internally: Staff
• Don’t discount employee’s reviews online• Glass Door: customers & future employees can read your company reviews
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• Keywords• Sales Materials:
WebsiteRemarketing AdsLeave BehindsDisplaysBannersBusiness Cards
Reviews: Use Them in Marketing Efforts
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Then Invest in Marketing Around that $$$$$
Set a budget: 3% - 9% Reinvest Track Results & ROI Quarterly Monitoring Don’t forget PR & community support
REMEMBER, YOUR TIME IS MONEY – HIRE A PROFESSIONAL!
Best Practices – BUDGETING FOR MARKETINGWHAT IS THE LIFETIME VALUE OF EACH CUSTOMER?
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Best practices – YOUR EXPERIENCES, Your Questions
Q&A
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Meet our “GOOD” partners… Shannon GoodShannon takes pride in her years of marketing experience and willingness to continue to stay current and forward-thinking in the ever changing marketing and advertising world.
Her background includes client services and account management for major international advertising agencies, J. Walter Thompson and TMP Worldwide. Her experience in the large agency world focused on campaign and marketing management for companies such as Monster.com and First Union National Bank (Now Wells Fargo).
Shannon founded The Good Marketing Group in 2003, which has given her the opportunity to develop customized marketing strategies for all sizes and types of businesses. Specializing in campaign management, graphic design, media planning, on-line marketing and SEO/SEM, Shannon looks at the unique goals of her clients and creatively 'integrates' various media to accomplish those goals, on any marketing budget!
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Meet our “GOOD” partners…Brad GoodBrad has an extensive background in direct marketing working for internationally recognized companies such as Tribune Media, (parent company of the Chicago Tribune, Los Angeles Times and WGN), Hearst Communications, First Union National Bank (Now Wells Fargo) and AdvantaCorp.
While at Hearst Magazines, Brad worked on customer subscription and acquisitions for Good Housekeeping Magazine, Popular Mechanics, Town & Country Magazine and Esquire. At First Union National Bank, he was responsible for managing direct marketing fulfillment operations for the Capital Management Group and Evergreen Funds. Brad also served as Direct Marketing Manager/Manager of New Business Acquisitions with Advanta Corp, a business finance company and national bank.
Before taking on day-to-day operations at the Good Marketing Group, Brad served as General Manager of the northeast branch of Tribune Direct, a national direct marketing company, overseeing sales, marketing and operations.
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[email protected](484) 902-8914
580 WEST MAIN STREET, SUITE 3 ∎ TRAPPE, PA 19426
© COPYRIGHT 2003-2017. GOOD MARKETING GROUP
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