Positioning Your Company as Water Treatment Experts …€¦ ·  · 2017-11-10Why Do We EvenCare?...

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© 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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info@goodmarketinggroup.com(484) 902-8914

580 WEST MAIN STREET, SUITE 3 ∎ TRAPPE, PA 19426

© COPYRIGHT 2003-2017. GOOD MARKETING GROUP

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