Positioning Your Company as Water Treatment Experts Using …€¦ · Watch keyword stuffing!...
Transcript of Positioning Your Company as Water Treatment Experts Using …€¦ · Watch keyword stuffing!...
PositioningYour Company as Water Treatment ExpertsUsingSocial Media
The good old days??? “Shotgun Approach”
A New Digital World: “Targeted ONLINE Marketing”
• 81% of shoppers conduct online research before buying
• 72% U.S. consumers own smartphones and 38% own tablets.
• Searches made on mobile devices surpass desktop searches – and continues to grow!
• 70% online transactions occur on a mobile device.
Reviews directly influence consumer’s attitudes and the purchase decisions of local business services.
DID YOU KNOW…
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SOURCE: http://smartinsights.com; Danyl Bosomworth on July 22, 2015
DID YOU KNOW…
The average impression lasts ONLY 8 seconds• ‘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
DID YOU KNOW…
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Your Website is Your Most Valuable Marketing Tool•Blog: Relevant Content is King for SEO•Testimonials: Provide Valuable Keyword Combinations•Videos: For the Consumers & Search Engines
Promote on Social Media with Links to Website
DID YOU KNOW…
PROBLEM: Unclear, “unfiltered” message.
WATER QUALITY & SEOMESSAGE: Targeted and Clear
FOUNDATION of EFFICIENCY:Must use the RELEVANT equipment to be effective.
WATER QUALITY & SEOMESSAGE : Targeted and Clear
SOLUTION: Clear, satisfying results.
WATER QUALITY & SEOMESSAGE : Targeted and Clear
GO BACK TO THE BASICS – WHO IS YOUR TARGET AUDIENCE?
Relationships & Results• Repeat Business• Referral Business (WOM)• Positive Reviews
VALUE• To Your
Target Audience
USP• Versus Your
Competition
MESSAGE • Brief & to the Point
MESSAGE : Targeted and Clear
MESSAGE : Targeted and Clear
Your message needs to feature what makes YOU different, otherwise…
YOUR CUSTOMER WILL SEARCH ONLINE TO FIND IT ELSEWHERE!
MESSAGE : Targeted and Clear
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.
“WE SERVICE ALL EQUIPMENTEVEN IF WE DIDN’T INSTALL IT”
“WE DON’T SUBCONTRACT”
“CERTIFIED & MEMBER OF WQA”
MESSAGE : Targeted and Clear
RELEVANCY & AUTHORITATIVE
Reflect HOW you market your product… WHAT product you market… And WHO would be interested…Based on what’s going on WHEN.
MESSAGE : Targeted and Clear
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
RELEVANCY & AUTHORITATIVEMESSAGE : Targeted and Clear
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!
RELEVANCY & AUTHORITATIVEMESSAGE : Targeted and Clear
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.
RELEVANCY & AUTHORITATIVEMESSAGE : Targeted and Clear
RELEVANCY & AUTHORITATIVE –In the News
Message: Targeted and Clear
ALWAYS: Direct traffic to your website!
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –In the News
RELEVANCY & AUTHORITATIVE –In the News
MESSAGE: Targeted and Clear
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –In the News
Be the Solution!
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Educate (using seasonality)
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Educate (using products)
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Educate (using products)
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Educate (one-on-one)
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Services
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Credibility
MESSAGE: Targeted and Clear
RELEVANCY & AUTHORITATIVE –Relationships
Consider parallel businesses:Pets, Water Sheds, Mom’s Groups
INDUSTRY RESOURCES
MESSAGE: Use Your Resources
WQA Website
• Blog Posts• Social Media Posts• Content for YOUR Website• Eblasts
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies• Industry Updates
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies• Industry Updates
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies• Industry Updates
MESSAGE: Use Your Resources
INDUSTRY RESOURCESWQA Website
• Studies• Industry Updates• eNews
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
ADDITIONAL RESOURCESConsider 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
BOOSTS vs ADVERTISING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits• Identify Audience Groups• Budget vs. Length of Time• Consider ROI• Don’t Forget Co-op!
Include Links to Specific Page/Catalog on Website
MESSAGE: Distribution
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BOOSTS
MESSAGE: Distribution
QUALIFY: Narrow for more effective ROI• Location• Age• Relationships• Interests• Behaviors• Exclude• Budget• Timeline• PAY FOR CLICKS ONLY – not
impressions
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ADVERTISING
MESSAGE: Distribution
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REMEMBER: Google loves videos!• Videos vs. Playlists vs. Channels• Tags/Keywords, Categories, Description• Share: embed in website & social media• Consider Facebook LIVE
Are You an Actor OR a Voiceover?
OTHER SOCIAL MEDIA TOOLS
MESSAGE: Distribution
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REMEMBER: Target Audience, Behaviors and Buying Habits!• FIND A PRO: To Pay or Not to Pay• Tags/Keywords, Categories, Description• Projects vs. Idea Books
Other Social Media Tools
MESSAGE: Distribution
REVIEWS
Reviews directly influence consumer’s attitudes and the purchase decisions of local business services.• Yelp receives over 1Million people visiting & contributing• Monitor, Promote and Manage Reviews
88% of searchers trust online reviews as much as personal recommendations.
72% say positive reviews help them trust a business more.
REVIEWS: Encourage LOYALTY
Tips and Trusted Programs• Share/Promote Testimonials: social media posts (facebook, pinterest, Houzz, Google+)
• Be the Credible Resource: video gallery (website &/or YouTube), blog, FAQs page, social media tips, tutorial events
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: Encourage LOYALTY
Consider/Monitor ALL Review Sites• Social Media: Google, Yahoo, Facebook, Twitter, Instagram, LinkedIn, BBB, Houzz)
• Online Marketing-Directory Listings: Supermedia/DEX, yp.com, HIBU
• Service/Trade Lead Directories: Angie’s List, Home Advisor
• Facebook Reviews Tab
REVIEWS: Encourage LOYALTY
FREE OPTIMIZATION - What are the benefits?• Google MyBusiness, Yahoo Local, Bing• Manage your business page:Insert servicesContact informationPictures, videoService areaEventsBlog Posts, NewslettersReviews
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REVIEWS: Encourage LOYALTY
CLAIM YOUR LISTINGS!
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REVIEWS: Encourage LOYALTY
GOOGLE MY BUSINESS:
844-491-9665
REVIEWS: Encourage LOYALTY
Internally: Staff• Don’t discount employee’s reviews online
Glass Door: customers & future employees can read your company reviews
Keywords• Sales Materials:
WebsiteRemarketing AdsLeave BehindsDisplaysBannersBusiness Cards
REVIEWS: Use Them in Marketing Efforts
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!
WHAT IS THE LIFETIME VALUE OF EACH CUSTOMER?Then, INVEST in Marketing Around that $$$$
BUDGETING FOR MARKETING: Best Practices
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YOUR EXPERIENCES & QUESTIONS
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Q&A
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!
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 Advanta Corp.
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.
© COPYRIGHT 2003-2018. GOOD MARKETING GROUP
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