Lead Generation and Internet Marketing for Home Performance at #ACICA13

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Lead Generation & Internet Marketing for Home Performance

ACI California Conference, La Jolla November 17, 2013

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Peter Troast

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Founder/CEO of Energy Circle and Energy

Circle PRO

Work with energy efficiency, insulation, and

contractors in 46 states

Aggregate data from pool of 270 opted in

energy efficiency/insulation/home performance

contractors

!!!Linked In: Peter Troast

Twitter: @EnergyCircle

G+: Energy Circle

Facebook: Energy Circle

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Energy Circle PRO Blog/Newsletter

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What We’ll Focus On Today

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!Lead Gen Tactics What’s Working

Ever Changing World of Search

Google+ and Reviews

Is Your Website Performing?

If there’s time or at the bar Social media, Facebook, Google Helpouts, PPC ads, social ads, Youtube, SEO, content strategies, lead gen services, Google Hummingbird, you name it

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Links & Resources: www.energycircle.com/pro/acica13

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http://www.energycircle.com/pro/acica13

https://docs.google.com/document/d/1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNT

WKs4vlCSw/edit?pli=1#heading=h.i97xywu3a2me

https://docs.google.com/document/d/1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNTWKs4vlCSw/edit?pli=1#heading=h.i97xywu3a2me

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https://docs.google.com/spreadsheet/ccc?key=0AofvLVthY691dENRWXdXaGR0WHF6cUZfVnBINzJaN1E#gid=0

Tactics Management Tool

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https://docs.google.com/spreadsheet/ccc?key=0AofvLVthY691dENRWXdXaGR0WHF6cUZfVnBINzJaN1E#gid=0

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!

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Marketing is Changing duh

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200 Million

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Megatrends in 2014 (IMHO)Google Weather Report for Local Biz

—Turbulent with a chance of mega storms

The Solar Train Rolls On —Dominating the home energy consumer mindset

Third Party Reviews Growing in Importance

—Google+, Yelp, Angies List, BBB, others

Abundant Low Cost, Highly Targeted Ad Products

—Facebook Custom Audiences & Lookalikes

—Twitter Zip Code Targeting

—Retargeting

“Local” is Hot —A core part of Google’s strategy for Google+ Social network

—Good news: new products and opportunities

—Bad news: ineffectiveness and sleaze

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!

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The Challenge of

Home Performance Marketing it’s hard

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Whole House Home

Performance

How Much Demand for This?

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Whole House Home

Performance

Health

Comfort

Program Incentive

Energy Cost

Climate Change

the Jones’

Solar

Home Value

Green Bling

Remodel

Efficiency

Trigger

Lighting

Windows

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Whole House Home

Performance

Health

Comfort

Program Incentive

Energy Cost

Climate Change

the Jones’

Solar

Home Value

Green Bling

Remodel

Efficiency

Trigger

ResponseWOM

Web Research

Ads

Program Referrals

Social Media

Lighting

Media ProofWindows

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Cost to Acquire

Health

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Whole House Home

Performance

Climate Change

Windows Opportunity

Cost to Acquire

Cost to Acquire

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How Do We Sort Through the Opportunities?

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Yesterday’s Marketing Mix

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10%

8%

8%

31%

44%

Yellow PagesDirect MailReferral ProgramHome ShowsUnknown

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Today’s Marketing Mix

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1%

15%

4%

8%

11%

3%

16%1%

3%3%

7%

3%

13%

12%

Organic WebPaid WebDirect MailSocial MediaPrint AdsPublic RelationsDirectoriesEmailHome ShowsCommunityOpen HousesPast CustomersReferral ProgramLead Gen

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The New Marketing Landscape

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Old & Dying !Yellow Pages

Print

TV

Telemarketing

Radio

Old & Living !Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Community

Lead Gen

!!!!

New & Thriving !Active Referrals

Primary Website

Google+ Local

Organic Search

Paid Search (PPC)

Online Display

Retargeting

Social Media Ads

Social Media

Email Newsletters

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The New Marketing Landscape

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Old & Dying !Yellow Pages

Print

TV

Telemarketing

Radio

High Commitment High Cost High Risk

Low Commitment Modest Cost

Low Risk

Old & Living !Word of Mouth

Vehicles

Lawn Signs

Direct Mail

Door Hangers

Presentations

Home Shows

Open Houses

Community

Lead Gen

!!!!

New & Thriving !Active Referrals Primary Website

Google+ Local

Organic Search

Paid Search (PPC)

Online Display

Retargeting

Social Media & Ads

Email Newsletters

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What Do People Trust?

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Forrester Research, March 21, 2013

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!

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Marketing Tactics are Not Equal

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Elements of a Plan

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$1.74 million @ 7500/job

Tactics Impressions/Visits CostConversion

Rate # of LeadsConversion

Rate QuotesConversion

Rate Jobs CPA

Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107

Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96

Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373

Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89

Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560

Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457

Directories 5000 500 0.25% 13 35% 4 50% 2 $229

Email 12000 1000 2.50% 300 25% 75 50% 38 $27

Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640

Community 1000 500 10.00% 100 50% 50 50% 25 $20

Open Houses 75 500 35.00% 26 75% 20 90% 18 $28

Past Customers 250 500 5.00% 13 90% 11 90% 10 $49

Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71

Lead Gen 1750 50 15% 8 20% 2 $1,167

TOTAL 25050 204 $293

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Cost Per Acquisition

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Elements of a Plan

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TacticsImpressions/

Visits CostConversion

Rate# of

LeadsConversion

Rate QuotesConversion

Rate Jobs CPAOrganic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167

TOTAL 25050 204 $293

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Elements of a Plan

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TacticsImpressions/

Visits CostConversion

Rate# of

LeadsConversion

RateQuote

sConversion

Rate Jobs CPACommunity 1000 500 10.00% 100 50% 50 50% 25 $20Email 12000 1000 2.50% 300 25% 75 50% 38 $27Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Paid Web 10000 3000 2.50% 25,000.00% 25% 63 50% 31 $96Organic Web 15000 3000 1.00% 15,000.00% 25% 38 75% 28 $107Directories 5000 500 0.25% 13 35% 4 50% 2 $229Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Lead Gen 1750 50 15% 8 20% 2 $1,167

TOTAL 25050 204 $293

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Evaluating Your Marketing Options

What’s Available?

Effectiveness

ROI--Cost per Acquisition, Cost per Lead Budget

Resources to Execute

Available Staff Your own time Outsourcing Options

Sustainability

Do You Like It?

!!

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Understanding Web Search It’s Not That Complicated

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Understanding Search

Context Authority+ Social Signals+

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Site Content

Incoming Links

Presence

Paid Search

Organic Results

“Local” Results

Primary Result with SiteLinks

G+ Local

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Does Your Content Match

What People Are Searching For? !

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Understanding Keyword Volumes

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home energy

solar energy

renewable energy

wind power

energy efficiency

home performance

0 120000 240000 360000 480000 600000

18100

301000

301000

450000

550000

246000

Data from Google Adwords Planner on 11.14.13

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Green Building

Sustainable Building

Green Construction

Green Homes

Green Remodeling

Building Green

0 80000 160000 240000 320000 400000

165000

4400

301000

40500

74000

165000


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Energy Rating

Energy Assessment

Energy Audit

Energy Evaluation

Energy Auditor

Energy Auditing

0 14000 28000 42000 56000 70000

33100

49500

0

60500

8100

22000


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home performance

energy retrofit

weatherization

energy audit

energy upgrade

deep energy retrofit

0 14000 28000 42000 56000 70000

480

6600

60500

49500

4400

18100


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duct sealing

air sealing

foam insulation

cellulose insulation

radiant barrier

window replacement

0 36000 72000 108000 144000 180000

165000

33100

22200

165000

3600

5400


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!50

home performance

energy retrofit

weatherization

heating & AC

insulation

energy audit

0 320000 640000 960000 1280000 1600000

49500

1500000

450000

49500

4400

18100


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attic insulation

spray foam

foam insulation

Soundproofing

cellulose insulation

blown in insulation

wall insulation

basement insulation

fiberglass insulation

0 36000 72000 108000 144000 180000

22200

40500

33100

22200

110000

165000

135000

60500


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Furnace & Heating

Air Conditioning

Insulation

Ventilation

Duct

Hot Water Boiler

HVAC

Energy Audit

Indoor Air Quality

0 60000 120000 180000 240000 300000

6220

9591

15679

21970

24440

98820

125300

207053


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The “Long Tail” of Search

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The Long Tail Concept (Insulation)

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Rooms of House !Attic Insulation

Basement Insulation

Wall Insulation

Roof Insulation

Home Insulation

Soundproofing

Insulation Types !Foam Insulation

Spray Foam

Spray Insulation

Closed Cell

Open Cell

Polyurethane

Fiberglass

Batt Insulation

Blanket Insulation

Cellulose Insulation

Blown Insulation

Blown In

!!!

Insulation Service !Insulation Contractor

Insulation Installer

Insulation Service

Insulation Supplier

Foam Contractor

Etc

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Google Ad Planner

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Google Trends

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http://www.google.com/trends

http://www.google.com/insights/search/

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Google Suggest

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Local, Local, Local

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Google is the New Yellow Pages

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formerly Google Places

Critical Link in Pin Search Results

Importance for Organic Ranking

Most Critical Online Reviews

May exist even if you haven’t set it up

Low Maintenance

Competitive Advantage

Priority 2Google+ Local vs Google+ Business

Why? Because….it’s Google

Social--Posts, Circles

New and Cutting Edge

Will Eventually Be Tied to Your Google Places Page

Easy to Set Up

Low - No Engagement is OK

Serious search juice

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Google+ Local

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Merged Google+ Local and Biz “Social” Page

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The Data Matters More

Than the Page

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Google+

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Google+

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Max Your Description: Links!

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2013

Annual Survey of 33 leading Local Search Consultants

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2013 Local Search Ranking Factors

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Review Signals Review Quantity, Review Velocity, Review Diversity

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Growth of “review” Searches

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Review Priorities IMHO

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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.

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Determining Your Priorities

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Is Your Website Performing? Not...is it pretty?

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Design Usability Structure Navigation User Interface Speed

!Conversion Content SEO

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Three Things

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1. Call to Action

2. Does Your About Us Page Suck?

3. Content About Your Services

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How CTA’s Perform

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Call to Action Landing Page

-‐>

Traffic -> Conversion

-‐>

Conversion

Tracking Number

Value Statement

Relevance

Offer

Action

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Many Companies

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How Do You Differentiate?

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Creative Calls to Action

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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

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Your Website is Performing

if it is a Conversion Machine !

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From Home to Where?

Dominant Traffic Flow Home Page --> About Us

Home Page --> Services

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70+%

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Best Practices--About Us Page

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A Good About Us Page

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http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses

EGIA/BPI

• 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

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Site Content

Incoming Links

Spreading

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Services Content

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• Top Performing Pages in Search

• People are Looking for...

• Attic Insulation

• Cellulose Insulation

• an Energy Audit

• a new Furnace

• Solar Panels

• New Windows

• Getting Found = Having Content

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Ideally: Dedicated Pages for Key Services

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Logical, Clear Structure

Insulation Services

Air Sealing

Fiber- glas

Spray Foam

Cellu- lose

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Ideally: Dedicated Pages for Key Services

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Logical, Clear Structure

Insulation Services

Air Sealing

Fiber- glas

Spray Foam

Cellu- lose

Links!

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Contact

Peter Troast Energy Circle

207.847.3644

[email protected]

Twitter: @EnergyCircle

LinkedIn: http://www.linkedin.com/in/petertroast

Energy Circle PRO Blog: www.energycircle.com/pro/blog

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mailto:[email protected]

http://www.linkedin.com/in/petertroast

http://www.energycircle.com/pro/blog

Lead Generation and Internet Marketing for Home Performance at #ACICA13

Marketing

Transcript of Lead Generation and Internet Marketing for Home Performance at #ACICA13