Social Media 101 | For Contractors and Home Improvement Professional
The Real-World Guide to Social Media for Contractors
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Transcript of The Real-World Guide to Social Media for Contractors
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SOCIAL MEDIA:A Real-World Guide
for ContractorsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Co-Author, Get Content Get Customers and Managing Content Marketing
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What you won’t get in this session…
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TODAY’S AGENDA• Move Fast – Over 100+ Slides!• Brief History of Content Marketing (huh?)• The Problem with “What?”• Social Media Starts with Storytelling• Steps to Get Started• Q&A
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THINKING DIFFERENT• Not paid – participation• Not rending – owning • Communicating human – not corporate• Instantaneous• Open Publishing• Non-interruption – You Need to Be Interesting
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THINKING DIFFERENT• Not paid – participation• Not rending – owning • Communicating human – not corporate• Instantaneous• Open Publishing• Non-interruption – You Need to Be Interesting
And, for contractors, right now the play is in SEARCH
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FORGETTHE
SOCIALCHANNELS
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What happens when you start telling a story?
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The Barriers Are Gone
• Content Acceptance
• Talent
• Technology
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Traditional Marketing
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800-555-1234AnnoyingSalesperson
Traditional MarketingChallenges
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Searching for Information
Google/Zero Moment of Truth
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Looking to Solve Problems
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
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http://bit.ly/2012cmtrends
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THE PROBLEM WITH
WHAT?
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WHY?
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Why?
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Marcus SheridanCEO, River Pools & Spas
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2007
• $4.5 million in Sales• $250,000 advertising spend
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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.
2011
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75,000 visits per month
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Yep, David vs. Goliath is Real
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Blogs Get More Business
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4x More Likely to Be Found
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How Many Tickets Do You Have?
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How Many Tickets Do You Have?
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Where’s the Social?
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Photo courtesy WebMarketingPros.com
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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
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THE LEADING EXPERT IN YOUR
REGION
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LISTENING POSTSSet Up
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FIND Customers’ Pain Points
KEYWORDANALYSIS
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Google External Tool
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@juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
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This is Tweetdeck, a Twitter Management Tool
IMPORTANT: Follow keywords, # and your brand names
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QUESTIONSLog Your Customer
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PUBLISHING HUBCreate Your
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DIY
MANAGED
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DISTRIBUTIONFocus on Content
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@juntajoeEmail Newsletter
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CONSISTENCYThe Key Is
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2 YEARS200 POSTS2 YEARS
200 POSTS
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CALL TO ACTIONThen Focus On The
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Facebook Ideas
• Discounts for following on Facebook.• After service, send customers a note to
follow you on Facebook.• Have customers share testimonials on
Facebook.
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• EMAIL IS CRITICAL
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THE LEADING EXPERT IN YOUR
REGION
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Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
http://taylordowns.com
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• Takes Commitment!• Do It Yourself – Or Outsource.• Still Need Someone INSIDE the organization to
manage your brand on social media.• Assets and Advertising – start converting your
thinking now…
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November 15, 2012 New York, NY
November 7-8, 2012 Cleveland, OH
4-5-6 March, 2013Sydney, Australia
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