Essentials of Internet Marketing for Home Performance

Transcription

1 Essentials of Internet Marketing for Home Performance Presented by: Peter Troast, Energy Circle Date: September 17, 2015 Time: 9:00am- 10:30am PDT / 12:00pm-1:30pm EDT

2 National association for America s home performance industry

3 Member Benefits Advocacy and Networking National, state & local networking opportunities Support for EF s advocacy on industry growth initiatives Member Education Free access to 15+ live HP success webinars a year Access to the Efficiency First online webinar library CEU opportunities from live webinars & webinar quizzes Home Performance Office Hours Business Development Tools For a complete list visit:

4 Member Benefits Direct Benefits and Discounts For a complete list visit:

5 Thank you Capitol Circle Sponsors!

6 Thank you to our webinar sponsor Interested in sponsoring a webinar? Contact info@efficiencyfirst.org for more information.

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9 Upcoming Webinars OSHA s Confined Spaces Ruling Impacts Home Performance September 24, :00am-10:30am PDT / 12:00-1:30pm EDT High Performance Sales Series: Part II October 29, :00am-10:30am PDT / 12:00-1:30pm EDT

10 Share Your Questions & Comments Throughout the webinar, you can type questions and comments in the chat box on your control panel. Please share questions that you have for Peter and share what marketing techniques work for you. Are you monitoring your website traffic? How are you leveraging customer reviews?

11 Peter Troast Founder/CEO, Energy Circle Peter Troast leads the Energy Circle team, is a passionate advocate for energy efficiency and drives innovation for both Energy Circle PRO and the growing selection of handpicked products within the Energy Circle store. He contributes to the popular Energy Circle blog for home performance professionals nationally, maintains the EnergyCircle presence on twitter, and is a frequent presenter at national conferences on topics of energy efficiency marketing and communication, use of social media and energy monitoring. He currently serves on the marketing and/or communications committees of the Maine Association of Building Efficiency Professionals (MABEP), Northeast Sustainable Energy Association (NESEA) and Efficiency First.

12 Essentials of Internet Marketing for Home Performance Peter Troast, Founder & CEO Efficiency First Webinar Series September 17, 2015

13 Peter Troast Founder/CEO of Energy Circle Linked In: Peter Troast G+: Energy Circle Facebook: Energy Circle Volunteer/Pro Bono Efficiency First Home Performance Project Home Performance Coalition 1000 Home Challenge CHERP 9/17/15 2

14 The Energy Circle Sandbox 330+ Home Performance Businesses auditors/raters, HP contractors, builders/remodelers, HVAC, non-profits, architects 49* States 3.2 Million Web Visitors Thousands of Leads $560+ million in Home Performance Work 12,000 Tracked Search Terms in HP Lots and lots of experiments 9/17/15 3

15 What We ll Discuss 1 2 WHY ONLINE MARKETING IS VITAL FOR HOME PERFORMANCE THE DIGITAL BIG 5 ORGANIC SEARCH PAID SEARCH LOCAL SEARCH PAID SOCIAL REVIEW DIRECTORIES 9/17/15 4

16 WHY ONLINE MARKETING IS VITAL FOR HOME PERFORMANCE

17 "Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker 9/17/15 6

18 Working Backwards From Your Goals Revenue Goal: $1,750,000 Average Ticket: $7,500 # of Jobs: 233 Close Rate: 30% YOU NEED 778 LEADS 9/17/15 7

19 Working Backwards From Your Goals Revenue Goal: $1,750,000 Average Ticket: $7,500 # of Jobs: 233 Close Rate: 30% YOU NEED 778 LEADS Marketing 7%: $122,500 Cost Per Acquisition: $526 Cost Per Lead: $157 9/17/15 8

20 Typical 2015 Marketing Mix Organic Search Paid Search 15% 1% 12% Direct Mail Paid Social Print Ads Referring Traffic 4% 3% 16% Online Directories Home Shows 10% 3% Community Organic Social 3% 7% Past Customers Referral Program Lead Gen 8% 8% 8% 3% 9/17/15 9

21 Growing Importance of Digital: 63% Organic Search Paid Search 15% 1% 12% Direct Mail Paid Social Print Ads Referring Traffic 4% 3% 16% Online Directories Home Shows 10% 3% Community Organic Social 3% 7% Past Customers Referral Program Lead Gen 8% 8% 8% 3% 9/17/15 10

22 Is Your Digital Lead Mix Diversified? Enough Traffic? Directory Vulnerability? Cost of Paid? Ahhh. Diversity. 9/17/15 11

23 Keyword Volumes: Whole House Work home performance energy retrofit 4400 weatherization energy audit energy upgrade 6600 deep energy retrofit Data from Google Adwords Planner 9/17/15 12

24 Keyword Volumes: Major Services home performance energy retrofit 4400 weatherization heating & AC insulation energy audit Data from Google Adwords Planner 9/17/15 13

25 Keyword Volumes: Insulation Category attic insulation spray foam foam insulation Soundproofing cellulose insulation blown in insulation wall insulation basement insulation fiberglass insulation Data from Google Adwords Planner 9/17/15 14

26 Furnace Repair AC Replace AC Service HVAC Furnace Install Heat Pump 9/17/15 15

27 Solar Furnace Repair AC Replace AC Service Cold Room Attic Insulation Whole House Home Performance Spray Foam Energy Audit Energy Cost EUC Rebates Furnace Install Heat Pump Health Mold Fear IAQ Efficiency Climate Change 9/17/15 16

28 1 THE BEST TRAFFIC: ORGANIC SEARCH (NATURAL, INBOUND)

29 Organic Success Requires a Strong, Trusted Website Authority

30 What Drives Website Performance? DOMAIN AUTHORITY Measure of Trust Popularity (links) Size (# Pages) Age Freshness (recency) 9/17/15 19

31 What Should Your Goal Be? 9/17/15 20

32 The Formula Strong Domain Authority 30+ Healthy Incoming Links 40+ Pages to Match Service Search 20+ Sustainable Fresh Content 1/week 9/17/15 21

33 The Power of Organic Traffic /17/15 22

34 Open Site Explorer 9/17/15 23

35 Authority Google Loves Content

36 Two Pillars of Content The Foundation Home Page About Us All Your Services Call to Action/Contact Ongoing Blogs Edits Photos Case Studies Testimonials 9/17/15 25

37 2 FLIP A SWITCH: PAID SEARCH (Adwords, PPC)

38 Google Paid Google Local 3 Pack Google Paid Organic

39 Pay Per Click Marketing Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Search Term Paying $3.64 Paying $3.20 Paying $2.17 9/17/15 28

40 Solar Furnace Repair AC Replace AC Service Cold Room Attic Insulation Whole House Home Performance Spray Foam Energy Audit Energy Cost EUC Rebates Furnace Install Heat Pump Health Mold Fear IAQ Efficiency Climate Change 9/17/15 29

41 HVAC Solar Furnace Repair AC Replace AC Service Cold Room Attic Insulation Home Perf Whole House Home Performance Spray Foam Energy Audit Energy Cost EUC Rebates Programs Furnace Install Heat Pump Problems Efficiency Climate Change Health Mold Fear IAQ 9/17/15 30

42 Some Big(ish) Data 11,848 Real Search Queries ~$1,500,000/yr Google Click Spend 9/17/15 31

43 Click Through Rates 10% 7.5% Click Through Rate (CTR) = Impressions / Clicks 8.41% 5% 6.08% 2.5% 3.97% 0% Home Performance Rebates/Programs HVAC/Mechanical 9/17/15 32

44 Average Conversion Rates 10% Conversion = Traffic / Leads 7.5% 8.1% 5% 2.5% 3.2% 2% 0% Home Performance Rebates/Programs HVAC/Mechanical 9/17/15 33

45 Average Cost Per Click $8.00 $6.00 $7.02 $4.00 $4.78 $2.00 $1.84 $0.00 Home Performance Rebates/Programs HVAC/Mechanical 9/17/15 34

46 The Power of Paid Search 9/17/15 35

47 Home Performance s Key Success Factor Conversion from Single Interest to Whole House Perspective is Critical 9/17/15 36

48 3 LOCAL SEARCH IS DIFFERENT, AND CONSTANTLY CHANGING

49 Old 7 Pack New 3 Stack

50 Inline Map 3 Listings More

51 Mobile Wags the Dog 9/17/15 40

52 Inline Map 3 Listings Review Average Category #1 Street or Distance Hours Directions Web Link More

53 Local Optimization is Key A Well Tuned Google+ Page Categories Data Accuracy Reviews (5 for Stars, 10 to Rank) Review Velocity Directions? Open Hours* Citations Quality, Relevant Directories and Listings 9/17/15 42

54 4 NEW WORLD ORDER: PAID FACEBOOK

55 Plummeting Organic Reach on Facebook 9/17/15 44

56 Types of Facebook Ads 9/17/15 45

57 Social Ads: Incredible Targeting Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 9/17/15 46

58 Mind Blowing Targeting Interests Ventilation Sick Bldg Syndrome Mold Growth Radon Mitigation SEER ASHRAE Handbook R-Value SIPs HRV Allergen Thermal Comfort Behavioral Length of Residence Recent Homebuyer New Mover Charities Enviro Home Renovation Green Cleaners AOL Gmail Primarily Cash Watch Home Imp Shows Demographic Expectant Parents Very Conservative Very Liberal Donate to Liberal Year Home Built Square Footage Home Value Life Event: Newly Moved Friends of Recently Moved Liquid Assets Net Worth 9/17/15 47

59 Good Ad Content on Facebook Visual Performs Better Photo posts 93% more engaging Get 53% more likes 104% more comments 84% more click throughs Shorter Performs Better characters Beware Too Promotional Expectation Should Be: Awareness First, Conversion Second 9/17/15 48

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64 5 THE WILD WEST: THIRD PARTY REVIEW DIRECTORIES

65 Growth of Review Searches 9/17/15 54

66 3 Year Growth: 71% > 88% > 92% 9/17/15 55

67 Who Gets the First Click? 9/17/15 56

68 Reviews: Increasingly Accessible 9/17/15 57

69 Beware Less Than 4 Stars 9/17/15 58

70 Yelp Drives Real Traffic 9/17/15 59

71 Which Review Sites? IT DEPENDS ON YOUR GEOGRAPHY 9/17/15 60

72 BBB Angie s Yelp

73 Yelp

74 The Rise of Yelp in Service Businesses 9/17/15 63

75 Review Priorities (IMHO) Clout of Google, Ranking Factors, Presence in Search Growing fast in Service Biz categories; strong in search; more critical in tone Most relevant to contractor/ service sector. Evidence of growing traffic. 4. Feeder for other review sites. 9/17/15 64

76 Summary THE DIGITAL BIG 5 ORGANIC SEARCH PAID SEARCH LOCAL SEARCH PAID SOCIAL REVIEW DIRECTORIES 9/17/15 65

77 QUESTIONS? Peter Troast

78 Liked What You Heard? This webinar will be available to download within 48 hours at:

79 Upcoming Webinars OSHA s Confined Spaces Ruling Impacts Home Performance September 24, :00am-10:30am PDT / 12:00-1:30pm EDT High Performance Sales Series: Part II October 29, :00am-10:30am PDT / 12:00-1:30pm EDT

80 Thank you to our webinar sponsor Interested in sponsoring a webinar? Contact info@efficiencyfirst.org for more information.

81 Thank you, Peter!