Positioning Your Company as Water Treatment Experts …€¦ · · 2017-11-10Why Do We EvenCare? ... SM does work for consumer, ... Remarketing Ads

© 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.”

2

“oh, look, they’ve decided to advertise!”

3

The good old days?: “shotgun Approach”

EWQA2017 4

Digital world: “Targeted ONLINE marketing”

EWQA2017 5

DID YOU KNOW…

EWQA2017 6

SOURCE:http://smartinsights.com; Danyl Bosomworth on July 22, 2015

7

DID YOU KNOW…

• The average impression lasts ONLY 8 seconds

EWQA2017 8

• ‘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

EWQA2017 9

FOUNDATION of EFFICIENCY:Must use the RELEVANT equipment to be effective.

EWQA201510EW


SOLUTION:Clear, satisfying results.

EWQA2017 11


Relationships & Results• Repeat Business• Referral Business (WOM)• Positive Reviews

12

VALUE• To Your

TargetAudience

USP• Versus Your

Competition

MESSAGE • Brief & to the Point

EWEWQA2017

Message: Targeted and clearGO BACK TO THE BASICS – WHO IS YOUR TARGET AUDIENCE?

Message: Targeted and clear

EWQA2017 13

Your message needs to feature what makes YOU different, otherwise…

YOUR CUSTOMER WILL SEEK (AND FIND) IT ELSEWHERE!


EWQA2017 14

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.

EWQA2017 15

“WE SERVICE ALL EQUIPMENT EVEN IF WE DIDN’T INSTALL IT”

“WE DON’T SUBCONTRACT”

“CERTIFIED & MEMBER OF WQA”


Reflect HOW you market your product… WHAT product you market…And WHO would be interested… Based on what’s going on WHEN.

EWQA2017 16

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

EWQA2015EW 17


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!

EWQA2015EW 18


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.


EWQA2017 19

Message: targeted and clear

RELEVANCY &AUTHORITATIVE –In the News

EWQA2017 20



EWQA2017 21



EWQA2017 22



EWQA2017 23



EWQA2017 24


RELEVANCY & AUTHORITATIVE –Educate (using seasonality)

EWQA2017 25


RELEVANCY & AUTHORITATIVE –Educate (using products)

EWQA2017 26


RELEVANCY & AUTHORITATIVE –Educate (using products)

EWQA2017 27


RELEVANCY & AUTHORITATIVE –Educate (one-on-one)

EWQA2017 28


RELEVANCY & AUTHORITATIVE –Services

EWQA2017 29


RELEVANCY & AUTHORITATIVE –Credibility

EWQA2017 30


RELEVANCY & AUTHORITATIVE –relationships

EWQA2017 31


MULTI MEDIAGoogle LOVESVideos

Embed in Website YouTube – use keywords Facebook Live

EWQA2017 32

Message: use your resources

INDUSTRY RESOURCESWQAWebsite

Blog Posts Social Media Posts Content for YOUR Website Eblasts

EWQA2017 33



Studies

EWQA2017 34



Studies

EWQA2017 35



Studies

EWQA2017 36


INDUSTRY RESOURCES

EWQA2017 37

WQAWebsite

Studies

INDUSTRY RESOURCES


WQAWebsite

Studies Industry Updates

EWQA2017 38




EWQA2017 39




EWQA2017 40



Studies Industry Updates eNews

EWQA2017 41

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

EWQA2017 EW 43

http://www.snapretail.com/

https://hootsuite.com/

https://buffer.com/

http://crowdbooster.com/

http://sproutsocial.com/

http://www.socialflow.com/

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

EWQA2017 EW 44

Reviews

EWQA2015EW 45

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.

EWQA2015EW 46

• 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

EWQA2017 47

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

EWQA2017 48

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

EWQA2017 49

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"

EWQA2017 50


• 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."

EWQA2017 51


• 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.“

EWQA2017 52


• 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"

EWQA2017 53

Do’s & Don’ts: Responding to Reviews

EWQA2017 54

•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

EWQA2017 55

Common Review Sites

•FREE Resources:• Google Alerts• Social Mention• TweetDeck• HootSuite• Boardreader• Topsy• FreeReviewMonitoring.com

EWQA2017 56

•FREE Resources:• Google Alerts

EWQA2017 57

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

EWQA2017 58

• Email• Thank You Email

Link Social Profiles• Signature



EWQA2017 59

• Website• Create Online Form

Jotform


EWQA2017 60

• Website• Create Online Form

Jotform• Testimonial Page



EWQA2017 61

•Internally: Sales Staff• Monthly reward / recognition for

most mentions in customer reviews• Certificate of acknowledgment

Logo goes here

EWQA2017 62


• 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


EWQA2017 63

• Facebook Reviews Tab

EWQA2017 64


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

EWQA2017 65

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

EWQA201566EW

ReviewsCLAIM YOUR LISTINGS!

https://plus.google.com/107070172931011471802/about?hl=en&gl=us

Reviews• Internally: Staff

• Don’t discount employee’s reviews online• Glass Door: customers & future employees can read your company reviews

EWQA2017 67

• Keywords• Sales Materials:

WebsiteRemarketing AdsLeave BehindsDisplaysBannersBusiness Cards

Reviews: Use Them in Marketing Efforts

EWQA2017 68

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?

EWQA201569EW

Best practices – YOUR EXPERIENCES, Your Questions

Q&A

EWQA2017 70

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!

EWQA2017 71

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.

EWQA2017 72

[email protected](484) 902-8914

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

© COPYRIGHT 2003-2017. GOOD MARKETING GROUP

WQA17

mailto:[email protected]

Documents

Positioning Your Company as Water Treatment Experts …€¦ · · 2017-11-10Why Do We EvenCare? ... SM does work for consumer, ... Remarketing Ads