Internet Marketing for Roofing Industry-2011
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Transcript of Internet Marketing for Roofing Industry-2011
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E-Marketing and Social Media For Your Business
Internet Marketing Tips that Roofers Can Implement Today
Presented by:Hillary BresslerFounder, CEO
.Com MarketingA Top 100 Interactive Agency Nationwide
www.commarketing.com 1.866.266.6584
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Dell made over $3 million in revenue through the Dell Outlet account on Twitter.
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It’s Okay To Be Confused
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Years to Reach 50 Million Users
• Radio- 38 Years
• TV- 13 Years
• Internet- 4 Years
• iPod- 3 Years
• Facebook adds 100 Million Users in 9 months
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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78% of consumers trust peer recommendations
Only 14% trust advertisements
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
The Fastest Growing Segment on Facebook is 55-65 year old Females
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Average user spends more than 55 minutes per day on Facebook
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39% Of all
mobile users have
smartphones
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80% of Twitter updates are on mobile devices.
Imagine what that means for bad customer experiences.
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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Kim Kardashian gets $10k per tweet
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Social Media is about
the relationships
http://www.flickr.com/photos/sarcastickiss/2612302754/
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Define Your
Social Media
Strategy
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“People are communicating more over social networks and to stay relevant you have to be where your
customers’ are.”
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What Can Social Media be Used For?
1. Sales2. Brand Marketing3. Customer Service4. Promotions/Events5. Recruiting 6. Public Relations7. Reputation Management8. Market Research9. Consumer Education
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Social Media marketing is 100% about establishing a relationship with customers,
and less about selling.
The sales will come to those that wait!
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Sprinkles Cupcakes
Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a
free cupcake. They have 133,000 fans.
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Top Roofers on Twitter
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Twitter Exclusive Coupons
• Twitter-exclusive coupons for customers to print out and redeem at store.
• Twitter coupon campaigns brought
in 68.60% of total
dollar sales.
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Tracking Sales
Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.
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Customer Service
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Frank EliasonComcast’s Twitter Man
“I think it's safe to call Comcast's Frank Eliason the most famous customer service manager in the U.S., possibly in the world.” - Business Week Jan 2009
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Negative Effects on United from Social Media
• Over 8.5 million views
• Stock prices dip 10% resulting in $180 million
• Appeared on ABC’s The View
• Time Magazine’s Top Viral Video’s of 2009
• 2 more videos to be produced
As of 5/29/10
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Positive of Social Media
• Budget of $50 to start
• Over 134 million views
• 700% increase in sales
As of 5/29/10
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Example of Web Video of Roofing Company
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Using Linked In for
Business to Business
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Company Profile
Improve your
Company
Profile page
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Join Industry Groups
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Linked In Groups
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Social Media Challenges
• It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)
• It is not “free”
• It is difficult to monetize
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Social Media Tips
Register all Names
namechk.com
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• Find a focus and identify the goals
• Create relevant content
• Become an indispensable source of information
Social Media Tips
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• Jump in and familiarize yourself in using social networking, even if you have to do it first in your personal life.
• Get the support and buy-in of everyone in the company
Social Media Tips
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• Take time to understand your customers: what communication style works best
• Start slowly, listen and take small steps: take the time to understand each social network
• Take chances: test new initiatives, content, conversation starters and offers
Social Media Tips
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Dealing with Bad Reviews
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Dealing with complaints
• Address negative comments very quickly.
• Have a process in place to resolve the issue directly.
• The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.
• It is a chance to turn someone into an ambassador of the brand.
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This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more
real and authentic. This is a good example of how a company responded to show they care.
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http://www.facebook.com/facebook-widgets/
Facebook Tips To Drive Fans
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Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their
Facebook page.
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Simple offline marketing to drive fans by
giving benefits to join.
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This is my email signature. Have every employee put an email signature that promotes your social media pages.
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How To Make A Facebook Vanity URL
www.facebook.com/#!/Commarketing?ref=ts
www.facebook.com/commarketing
www.facebook.com/username
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Email Marketing
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Not news that marketers increasing focus on social and mobile—but email, too
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Top Three Reasons for Email Marketing
1.) 91% of the online population uses email, most everyday.
2.) Email usage is consistent across age groups with the lowest penetration among the very young (12-17 years)
and very old (73+)
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3.) 67% of adults in North America say they prefer e-mail for business
communications and 47% of permission email recipients made a purchase in the
past year because of it.
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Email marketing has one of the highest ROIs of any tactic,
compare:
– E-mail ROI per $1 US spent: $51.45– Print catalogs: $7.20– Non-E-mail Internet marketing: $21.08
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Opt-in email creates higher customer engagement than social or mobile alone—but together…
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Tip: Sign Up
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Types of EmailNewsletter Promotional
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Types of EmailCoupon Welcome/Thank You
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Types of EmailEvent/Social Holiday
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Best Practices
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44% of respondents view emails in the preview pane; 80% use the bottom or
side view.
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Delivery rates – average 94.1%
Open rates – 22.1%
Click through rates – 6.1%
Q1 2009 data
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What People Want
Typically money in some form (discount, free, deals)
Inside info, news, previews, access (feel special)
B2B content: case studies, white papers, webinars (cover topics target audience most interested in)
Direct communication with a company decision-maker
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11% of users check email on
a mobile device
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E-Marketer Opportunities
Test your email sends; 27% do.
Things to test include: subject lines, calls to action, design, timing, day of week, time of day.
Best time of day is mid-day or start of day; best day of week is Tuesday.
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Data shows that shorter subject lines generate higher open rates.
E-Marketer Opportunities
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Email Service Providers
• Constant Contact• Mail Chimp
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Expected Costs
• Website- $3,000-$25,000• Mobile Site- $2,000- $50,000• Social Media Strategy- $2,500- $10,000• SEO- $2,000- $4,000/month• Pay Per Click- 20% of spend• Universal Listing- $500• Email Design- $800- $1,500
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92
“ Squeeze out every click from the search engines before you move on to anything else.”
-Hillary Bressler- CEO/Founder of .Com Marketing
Rule of Thumb
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93
Search Dominance!
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Top Keywords
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Roofing Contractor
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Dominating your brand and having control of each postingis the true SEO + SMO = Amplified Rankings
I dominate and control my “Personal brand”….that is easy, as there are only 3 Hillary Bressler’s in the USA.
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97
Target Corporation dominates their brand for a keyword thathas many different meanings.
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Top 3 Citation Sites
• www.insiderpages.com• www.superpages.com• www.yelp.com• Angie’s List
• Judy’s Book
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Hillary Bressler
CEO/Founder of .Com MarketingEmail: [email protected]
Web: www.commarketing.com
Phone: 407.774.4604 ext 203
@commarketing
@hillarybressler
Find My Presentation Today!
www.slideshare.net/hillarybressler