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Presentation from SocialTract CEO Joe Pulizzi specifically for HVACR Contractors (Lennox Dealers) on the 6 ways to get started in social media, with an emphasis on blogging.
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@juntajoe
Approved Vendor for Dave Lennox Premier Dealers
The Contractoras Publisher:
6 Steps to Social Media
The presentation will begin shortly.
@juntajoe
The Contractoras Publisher:
6 Steps to Social Media
Approved Vendor for Dave Lennox Premier Dealers
@juntajoe
The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada.
Joe Pulizzi
@juntajoe
@juntajoe
Housekeeping• If you have a question, please type it in the
chat window. We will try get to your questions. Go ahead and type in your questions as you go.
• Any technical issues, please type those in and we’ll get to them.
• About 45 minute presentation with the rest for Q&A.
@juntajoe
TODAY• How do you become the expert in your
industry?
• Do people really read blogs and does it matter?
• 6 Steps to Becoming the Leading Home Comfort Expert in Your Region
• Q&A
@juntajoe
What Has Social Media Done for Me?
@juntajoe
FORGETWhat You Know
About Social Media
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Traditional Marketing
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800-555-1234AnnoyingSalesperson
Traditional MarketingChallenges
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9 of 10 consumersare using the web to make buying decisions
Forrester Research
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Looking to Solve Problems
@juntajoe
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Marcus SheridanCEO, River Pools & Spas
@juntajoe
2007• $4.5 million in Sales
• $250,000 advertising spend
@juntajoe
2007• $4.5 million in Sales• $250,000 advertising spend
• Sold more fiberglass swimming pools than any other pool retailer in North America.
• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.
2010
@juntajoe
@juntajoe
75,000 visits per month
@juntajoe
Yep, David vs. Goliath is Real
@juntajoe
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Hubspot
90% of Consumers
@juntajoe
Hubspot
Over 70%
@juntajoe
Blogs Get More Business
@juntajoe
4x More Likely to Be Found
@juntajoe
How Many Tickets Do You Have?
@juntajoe
How Many Tickets Do You Have?
@juntajoe
BEFORE
AFTER 3 MONTHS
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Blogs Get More Links
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Blogs Get More Traffic
@juntajoe
Corporate Brochure-itis
@juntajoe
Content Wins
67% More Likely to Purchase
Custom Content Council
@juntajoe
Conditioned Air – Naples, FL
@juntajoe
@juntajoe
@juntajoe
Why?• Great blog content makes us sound
interesting and positions us as experts
• Search engines love blogs
• Social media loves blogs
• Your customers read blogs
• Non-sales touch
• Minimal investment compared to outbound marketing options
@juntajoe
THE Leading Home Comfort Expert in Your
Region
@juntajoe
Influence Your Customers
SocialCapitalManagement.com
@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
@juntajoe
6 Steps to Get Started
@juntajoe
LISTENING POSTSSet Up
@juntajoe
FIND Customers’ Pain Points
KEYWORDANALYSIS
@juntajoe
Google External Tool
@juntajoe
@juntajoe
Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
@juntajoe
Twitter Advanced Search
@juntajoe
This is Tweetdeck, a Twitter Management Tool
IMPORTANT: Follow keywords, # and your brand names
@juntajoe
Other Twitter Management Tools
@juntajoe
QUESTIONSLog Your Customer
@juntajoe
https://freekeywords.wordtracker.com/keyword-questions
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PUBLISHING HUBCreate Your
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DISTRIBUTIONFocus on Content
@juntajoe
Google – Jan 25, 2011
• Google now uses social usage of Twitter into search rankings
@juntajoe
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Email Newsletter
@juntajoe
Blog Commenting• Where are your
customers hanging out?
• Local association blogs• Local media sites• Other home service blogs• Manufacturer blogs
@juntajoe
CALL TO ACTIONThen Focus On The
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REPURPOSEKeep the Calendar and
@juntajoe
• 1=Daily (Twitter, Blog)
• 7=Weekly (eNewsletter)
• 30=Monthly (Webinar)
• 4=Quarterly (eBook, Magazine)
• 2=Bi-Annually (Customer Event)
• 1=Yearly (Large Research Project)
A Schedule
@juntajoe
Customer eNewsletter
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Blogs as PR
@juntajoe
@juntajoe
THE Leading Home Comfort Expert in Your
Region
@juntajoe
In Summary – THE LAST SLIDE
• Takes Commitment!
• Do It Yourself – Or Outsource.
• Still Need Someone INSIDE the organization to manage your brand on social media.
• Assets over Advertising – start converting your thinking now…
@juntajoe
Thanks and Q&A
Note: SocialTract program pricing for Dave Lennox Premier Dealers will be increasing effective Jan 1, 2012.
Contact:
Jim McDermott
910-673-5917
END OF YEAR SPECIALLENNOX WILL COVER
YOUR SETUP FEE ($750 value)
SIGN UP FOR MORE INFORMATION AT
http://socialtract.com/lennox/