2. Peter Troast
Founder/CEO of Energy Circle
Energy Circle PRO Web platform &
marketing services for home
performance, HVAC, insulation
contractors and auditors in 47 states
Aggregate data from pool of 300
opted in companies
Linked In: Peter Troast
Twitter: @EnergyCircle
G+: Energy Circle
Facebook: Energy Circle
!2
3. The Energy Circle Sandbox
300+ Home Performance Businesses
auditors/raters, HP contractors, builders/remodelers, HVAC, nonprofits, architects
49* States
1.8 Million Web Visitors
Thousands of Leads
$300+ million in Home Performance Work
Lots and lots of experiments
!3
5. 1
EVER CHANGING WORLD OF SEARCH
2
CONTENT FOR THE WIN
3
MAKING YOUR WEBSITE PERFORM
4
KNOW YOUR NUMBERS
5
WRANGLING GOOGLE PLUS
6 THE RISE OF 3RD PARTY REVIEWS
7
WHAT TO DO ABOUT SOCIAL MEDIA
!5
8
BUILDING A LEAD GEN MACHINE
!5
19. Balancing B2B to B2C Approaches
Type
New
Construction
Primary Targets
Builders
Architects
Some homeowners
Tactics
1 to 1 Mktg
Relationships
!19
20. Balancing B2B to B2C Approaches
Type
New
Construction
Primary Targets
Builders
Architects
Some homeowners
!
Retrofit
Homeowners
Remodelers
HP Contractors
HVAC Contractors
!
Tactics
1 to 1 Mktg
Relationships
Advertising
Branding
Web Search
Search Optimization
Guerrilla
Vehicles
Direct Mail
Email
Community Outreach
!20
22. Today’s Marketing Mix
1%
15%
Organic Web
Paid Web
Direct Mail
Social Media
Print Ads
Public Relations
Directories
Email
Home Shows
Community
Open Houses
Past Customers
Referral Program
Lead Gen
12%
4%
13%
8%
3%
7%
11%
3%
3%
1%
3%
16%
!22
23. The New Marketing Landscape
Old & Dying
Old & Living
New & Thriving
!
!
!
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Lead Gen
Primary Website
Google+ Local
Organic Search
Paid Search
Online Display
Facebook
Twitter
Email Newsletters
Yellow Pages
Print
TV
Telemarketing
Radio
!
!
!
!23
24. The New Marketing Landscape
Old & Dying
Old & Living
New & Thriving
!
!
!
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Lead Gen
Primary Website
Google+ Local
Organic Search
Paid Search
Online Display
Facebook
Twitter
Email Newsletters
Yellow Pages
Print
TV
Telemarketing
Radio
High Commitment
High Cost
High Risk
!
!
!
Low Commitment
Modest Cost
Low Risk
!24
32. Understanding Keyword Volumes
home energy
246000
solar energy
550000
renewable energy
450000
wind power
301000
energy efficiency
301000
18100
home performance
0
120000
240000
360000
480000
600000
Data from Google External Keyword Tool on 11.14.12
!32
33. Understanding Keyword Volumes
Green Building
165000
Sustainable Building
74000
Green Construction
40500
Green Homes
301000
4400
Green Remodeling
165000
Building Green
0
80000
160000
240000
320000
400000
Data from Google External Keyword Tool on 11.14.12
!33
34. Keyword Volumes: Audit
Energy Rating
22000
Energy Assessment
8100
Energy Audit
Energy Evaluation
60500
0
49500
Energy Auditor
33100
Energy Auditing
0
14000
28000
42000
56000
70000
Data from Google Adwords Planner on 11.14.13
!34
35. Keyword Volumes: the “Work”
home performance
18100
energy retrofit
4400
weatherization
49500
energy audit
60500
6600
energy upgrade
480
deep energy retrofit
0
14000
28000
42000
56000
70000
Data from Google Adwords Planner on 11.14.13
!35
36. Keyword Volumes: Major Services
home performance
18100
energy retrofit
4400
weatherization
49500
heating & AC
450000
1500000
insulation
49500
energy audit
0
320000
640000
960000
1280000
1600000
Data from Google Adwords Planner on 11.14.13
!36
37. Keyword Volumes: Insulation Category
attic insulation
60500
spray foam
135000
foam insulation
165000
Soundproofing
110000
cellulose insulation
22200
blown in insulation
33100
40500
wall insulation
22200
basement insulation
40500
fiberglass insulation
0
36000
72000
108000
144000
180000
Data from Google Adwords Planner on 11.14.13
!37
38. Top 10 by Volume & Intent
Local Intent
Buying Intent
Energy Audit
$
Insulation - Service
$
Home Energy Efficiency
Wet Basement
Insulations - Rooms of House
$
Insulation - Materials
Furnace
$
Program/Rebate/Credit
$
Windows
$
Home Heating/Cooling
$
DATE
!38
39. The Long Tail Concept (Insulation)
Rooms of
House
Insulation
Types
Insulation
Service
!
!
!
Attic Insulation
Basement Insulation
Wall Insulation
Roof Insulation
Home Insulation
Soundproofing
Foam Insulation
Spray Foam
Spray Insulation
Closed Cell
Open Cell
Polyurethane
Fiberglass
Batt Insulation
Blanket Insulation
Cellulose Insulation
Blown Insulation
Blown In
!
!
Insulation Contractor
Insulation Installer
Insulation Service
Insulation Supplier
Foam Contractor
Etc
!39
42. Hummingbird--What the.....?
What:
Google algorithm update
Named for “precise and fast”
“Biggest overhaul to search
engine since 2009”
Conversational search
When:
Last Summer ~August 20
Impact:
None that we’ve seen
DATE
!42
44. Thinking About Conversational Search
What is the best type of insulation?
How do I fix a wet basement?
What is the best way to test the air in my house?
How can I save on energy costs?
What is a blower door test?
How much does an energy audit cost?
!44
46. Two Pillars of Content
The Foundation
Home Page
About Us
All Your Services
Call to Action/
Contact
Ongoing
Blogs
Edits
Photos
Case Studies
Testimonials
!
!
!
!
!46
48. Most Important: Your Services Content
• Top
Performing Pages in Search
• Ideally, pages for all your major services
•
Audits and Ratings
•
Green Building Certification
•
Energy Efficient Renovations
•
Net Zero Buildings
•
Cellulose Insulation
•
Spray Foam Insulation
•
Air Sealing
•
Furnace Repair
!48
49. Ideally: Dedicated Pages for Key Services
Logical, Clear Structure
Consulting Services
Ratings
Code
Compliance
LEED
Energy
Audits
!49
51. Everything Counts
Short blog or news post
Long blog or news post
New Testimonial
New Case Study
New Service Description
New Gallery
Adding a Paragraph to an Existing Page
Adding Photos
Questions & Answers
!51
63. A User-Centric Website
Target
Needs
Goal
Homeowner
Looking for an
Energy Audit
What is it?
How long will it take?
How much cost?
What do I get out of it?
1. Read your Audit Page
Homeowner with a
Kid with Asthma
House making us sick?
Do we have mold?
How will you test?
What are the solutions?
Builder Looking for
an Energy
Consultant
What the hell are these
requirements?
What’s this going to
cost?
2. Call or Signup to
Schedule
1. Watch Your Healthy
House Video
2. Call to Discuss
1. Read Your: “Code
Compliance at No Extra
Cost” page
2. Call to Discuss
!63
71. Where Do CTA’s Belong?
•
On Your Website
•
In Your Email Newsletter
•
In Your Email Signature
•
On Your Brochures
•
On Your Trucks and Lawn Signs
•
In Advertising
•
In Presentations
•
In Videos
DATE
!71
72. From Home to Where?
Dominant Traffic Flow
Home Page --> About Us
Home Page --> Services
70+%
!72
74. A Good About Us Page
• Use
Photos
• Be Personal
• Share your Business Philosophy
• Show off your Credentials
• Demonstrate your Community Commitment
http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses
!74
EGIA/BPI
76. 1
EVER CHANGING WORLD OF SEARCH
2
CONTENT FOR THE WIN
3
MAKING YOUR WEBSITE PERFORM
4
KNOW YOUR NUMBERS
5
WRANGLING GOOGLE PLUS
6
THE RISE OF 3RD PARTY REVIEWS
7
BUILDING A LEAD GEN MACHINE
!76
8
WHAT TO DO ABOUT SOCIAL MEDIA
!76
77. Titles & Descriptions (meta data)
!
!
!
Titles: 70 Characters Max (try to use every darn one)
Keyword 1, Keyword 2 | Brand Name | Geography
such as: Energy Audits | Horizon Residential Energy | Portland, ME
!
Descriptions: 156 Characters Max
Complete sentence ending in a period. Write for humans first. Smart use of
keywords. Unique and relevant to the content on the particular page.
!77
81. Brand Consistency is Critical
F.A.Q.s
What sets Complete Home Evaluation Services apart
from other energy auditing businesses in the state?
DeWitt uses advanced energy modeling software, which
is not currently required by Efficiency Maine, to ensure
quantifiable energy savings. His position as an audit-only
firm prevents the conflict of interest inherent in the
standard home performance contractor model.
What are the benefits of a third-party audit?
A conflict-free energy auditor acts as a trusted guide
through what can be a complex process and the
independence ensures that the auditor does not
attempt to sell products or services that may not be
necessary. DeWitt is always on the homeowner’s side,
and has no financial gain when helping the homeowner
choose which efficiency upgrades should be undertaken.
What is unique about DeWitt’s diagnostic software?
While the standard energy modeling system relies on
user inputs that are open to operator adjustment, DeWitt’s
cutting edge software minimizes the risk of human error,
and goes above and beyond simple figures to include
the actual cost of heat loss, and financial savings
predictions that are tangible and comprehensible to
homeowners. The software generates a comparison
graph that shows the effectiveness of the efficiency
DeWitt is Maine’s premier home energy auditor.
upgrades. The test out
He works with homeowners to determine the numbers cannot be adjusted
by solutions for
most cost-effective energy the operator. their
particular home—without trying to sell additional
Why is it important to
products or services. This approach ensures a have a “test out” audit
after distinguishes
conflict-free energy audit, andretrofit work? his
business from the “one-stop-shop” competition. after improvements are made
A follow-up energy audit
is a necessary component of an effective energy retrofit.
His unique, advanced software-based diagnostic
While working with homeowners to find the best
system goes beyond mere prediction to showing
contractors for a project DeWitt recommends that
reliable energy savings calculations, placing his
homeowners work with contractors who will wait until his
business at the pinnacle of the home energy
follow-up audit is complete to receive the final payment
performance landscape from the homeowner. This incentivizes quality work,
in Maine.
and ensures that predicted savings become reality.
Trade show banner
!81
95. Priority
2
Google+ Local vs Google+ Business
formerly Google Places
Social--Posts, Circles
Critical Link in Pin Search
Results
New and Cutting Edge
Importance for Organic
Ranking
Most Critical Online
Reviews
May exist even if you
haven’t set it up
Will Eventually Merge
with Google+ Local Page
Easy to Set Up
Low - No Engagement is
OK
Serious search juice
Merger Process is Underway
DATE
107. “But what’s really weakened the power of brands is the Internet,
which has given ordinary consumers easy access to expert
reviews, user reviews, and detailed product data, in an array of
categories. A recent PricewaterhouseCoopers study found that
eighty per cent of consumers look at online reviews before making
major purchases…”
!107
117. Getting Reviews is HARD
1. Review sites don’t make it easy
must be member (Google+, Angies, Yelp)
aggressive filters
2. Customers are Time Starved
or lazy?
or lack computer sophistication?
3. You Have Nothing Else To Do
!
!
!117
118. Review Priorities IMHO
1.
Clout of Google, Ranking
Factors, Presence in Search
2.
Most relevant to contractor/
service sector. Evidence of
growing traffic.
3.
Feeder for other review
sites.
!118
120. Some Thoughts on Process
Solicit Everyone
Identify Your Happiest* Customers (Evangelists)
ID Most Likely Evangelist Reviewers
Do you write online reviews?
Younger/computer savvy
Gmail
Repeat the Ask (it’s OK)
!
!120
130. Pay Per Click Marketing
Search Term
Paying $3.64
Paying $3.20
Paying $2.17
DATE
!130
131. Why You Should Consider PPC
Targeting & Reach
PPC targeting is sophisticated - geography, time of
day, keyword, etc, meaning better more targeted
leads.
Google Real Estate
Google products are taking over the search results some searches show no organic results above the
fold.
Commercial Intent
Study from Wordstream found that 64% of searches
with commercial intent click on PPC ads.
Research
Learn what people are ACTUALLY searching for in
YOUR area - not just national averages but # of
searches in town/city/zip code/state etc.
Low Commitment
Cost Effective Leads
Very efficient, quick to deploy. Generates immediate
traffic. Agile & flexible.
Pay only for visits. Minimizes waste. Control where
they land. Strong ROI.
DATE
!131
136. Case for Display and Retargeting
Considered Decision
2nd, 3rd, 4th... chance to convert those who don’t on first visit
Very Cost Effective
Small volumes = low cost
Lower average cost per click
Impressive
“I see your ads everywhere!”
Tailor Message to Second Impressions
!
!136
142. It’s Good Old Word of Mouth. Amplified.
The average Facebook user has
130 Friends & is connected to
180 Pages, Events, & Groups. Each.
!
!
!
!
!
!
!
Your customers have a
megaphone.
Be part of their conversation.
DATE
!142
144. #1 Grow Your Likes
Invite your personal Facebook
Friends
DATE
!144
145. #1 Grow Your Likes
Include Social Buttons prominently on your website.
DATE
!145
146. #2 Take a Bow.
Educate your fans about the work you do and what
makes you special. It’s not bragging if it’s true.
DATE
!146
147. #3 Be thoughtful about your Page’s Look
Cover photo, profile pic, and shared images
should be in keeping with your company’s
mission, but don’t be afraid to show off that winning
personality.
DATE
!147
148. #4 Follow the Rules
of (content) Engagement
Keep. It. Short.
Posts between 100 and 250 characters (less than
3 lines of text) see about 60% moremlikes,
comments and shares than posts greater than
250 characters.
!
DATE
!148
149. #5 Follow the Rules
of (content) Engagement
Use lots of images.
!
Insert graphs from this post:
!
!
!
!
DATE
!149
150. #6 Follow the Rules
of (content) Engagement
Have fun.
Social networks are
inherently social, so
interact with your
community. Like, comment,
share, and try not to take
yourself too seriously...
!
DATE
!150
152. Exclusively for home energy/
renewable contractors
275 Customers in 47 States
HVAC, Insulation, Home
Performance, Lighting, Auditors,
Raters
Website Platform
Marketing & Lead Gen
Multiple Options
Google Adwords/PPC
Complete Custom Design
Search Engine Optimization
Search Optimized w/ Content
Content Marketing
Lead Capture Built In
Social Media
Tools & Apps Built Exclusively for
the Industry
Full Graphic Design
DATE
!152