Peter Troast's presentation at the EGIA/BPI Contractor Exchange in Farmingdale, NY 5.18.12

1. Internet Marketing
for Energy Efficiency Contractors
EGIA/BPI Contractor Exchange
May 18, 2012

2. Peter Troast
Founder/CEO of Energy Circle and Energy Circle
PRO
Work with auditors, home performance, energy
efficiency companies in 46 states
Aggregate data from pool of 175 opted in home
performance companies
CFM50 reduction of my house so far: 3800 to 2200
Fuel Oil Reduction: 110 gallons/month to 59 (winter)
5 Electricity Monitors Measuring My House
29-50% Electric Use Reduction Since Monitoring
Started in ’08
Followers on Twitter: 5644
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 2

3. www.energycircle.com/pro/blog

4. 50%
1-2%
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 4

5. 4 Important Pillars to Marketing Success
Primary Organic
Website Search
Google
Facebook
Places
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 5

6. Marketing is Changing
duh
Internet Marketing 101, ACI 2012 Conference, Baltimore, MD 6

8. 200 Million

10. How People Buy Today
Has Been Turned on it’s Head

11. Google is the New Yellow Pages
DATE 11

12. The Social Media Revolution--Not a Fad
• 93% of US adult internet users are on Facebook
• US internet users spend 3X more time on blogs/
social networks than on email
• 2/3 of US internet users regularly use a social
network
• US local SMB’s use social media marketing
• Facebook 70%
• LinkedIn 58%
• Twitter 40%
• YouTube 27%
• Inbound Mktg costs 62% less per lead than
traditional
Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle
DATE

13. Interruption Marketing Is Less and Less Effective
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 13

14. Google: Zero Moment of Truth
14

15. You Don’t Buy Those Visitors.
You Earn Them.

16. In·bound Mar·ket·ing
-noun
Any tactic that relies
on earning people’s interest
rather than buying it.

17. So What’s It All Mean for
Home Performance Businesses?
17

18. The New Marketing Landscape
Old & Dying Old & Living New & Thriving
Yellow Pages Word of Mouth Primary Website
Print Vehicles Google Places
TV Lawn Signs Organic Search
Telemarketing Direct Mail Paid Search
Radio Door Hangers Facebook
Presentations Twitter
Home Shows Email Newsletters
Open Houses Group Buying
Lead Gen
18

19. The New Marketing Landscape
Old & Dying Old & Living New & Thriving
Yellow Pages Word of Mouth Primary Website
Print Vehicles Google Places
TV Lawn Signs Organic Search
Telemarketing Direct Mail Paid Search
Radio Door Hangers Facebook
Presentations Twitter
Home Shows Email Newsletters
Open Houses Group Buying
Lead Gen
High Commitment Low Commitment
High Cost Modest Cost
High Risk Low Risk
19

20. Elements of a Plan
Impressions/ Conversion # of Conversion Conversion
Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA
Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107
Paid Web 10000 3000 2.50% 250 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
$1.74 million @ 7500/job
DATE 20

21. Cost Per Acquisition
DATE 21

22. Elements of a Plan
Impressions/ Conversion # of Conversion Conversion
Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA
Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107
Paid Web 10000 3000 2.50% 250 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
$1.74 million @ 7500/job
DATE 22

23. Elements of a Plan
Impressions/ Conversion # of Conversion Conversion
Tactics Visits Cost Rate Leads Rate Quotes Rate Jobs CPA
Community 1000 500 10.00% 100 50% 50 50% 25 $20
Email 12000 1000 2.50% 300 25% 75 50% 38 $27
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
Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89
Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96
Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107
Directories 5000 500 0.25% 13 35% 4 50% 2 $229
Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373
Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457
Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560
Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640
Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
$1.74 million @ 7500/job
DATE 23

24. Is Your Website Performing?
Not...is it pretty?
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 24

25. 1 4
3
2
Design
Usability 6 5
Structure
Navigation 6
7
User Interface
Speed 4
Conversion
Content
SEO
7
8

26. Four Things
1. Call to Action
2. Does Your About Us Page Suck?
3. Content About Your Services
4. A Keyword Focused Strategy
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 26

27. How CTA’s Perform
Traffic -> Conversion
Call to Action Landing Page Conversion
-­‐> -­‐>
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 27

33. Different Audiences Different CTA’s
DATE 33

35. Value Statement
Relevance
Offer
Action

36. 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
DATE 36

37. From Home to Where?
First Click Traffic Flow
Home Page --> About Us
= 70%
Home Page --> Services
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 EGIA/BPI 37

38. Best Practices--About Us Page
38

39. A Good About Us Page
• 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
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 39 EGIA/BPI

40. Services Content
• TopPerforming Pages in Search
• People are Looking for...
• an Energy Audit
• Attic Insulation
• Cellulose Insulation
• a new Furnace
• Solar Panels
• New Windows
• Getting Found = Having Content
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 40 EGIA/BPI

41. Search Engine Optimization
(SEO)
Doesn’t Have to Be Complicated
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 41

42. What is SEO?
Search engine optimization (SEO) is the
process of improving the visibility of a website
or web page in search engines via the "natural"
or un-paid (“organic” or "algorithmic") search
results.
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 42

43. Understanding Search
Social
Context + Authority + Signals
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

44. Understanding Search
Social
Context + Authority + Signals
Site Incoming Spreading
Content Links
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

46. Paid
Search

47. Organic
Full
Listings

48. Organic
Pin
Listings

49. Organic
Pin
Listings

51. Link to Website
Pin, Address &
(title tag or
Phone
business name)
Star Rating & Link
to Places Page

53. Primary
Result with
Places SiteLinks
Facebook

54. Does Your Content Match
What People Are Searching For?
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 54

55. Understanding Keyword Volumes
Green Building 165000
Sustainable Building 74000
Green Construction 40500
Green Homes 301000
Green Remodeling 4400
Building Green 165000
0 80000 160000 240000 320000 400000
Data from Google External Keyword Tool on 11.14.11
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 55

56. Understanding Keyword Volumes
home energy 246000
solar energy 550000
renewable energy 450000
wind power 301000
energy efficiency 301000
home performance 18100
0 120000 240000 360000 480000 600000
Data from Google External Keyword Tool on 11.14.11
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 56

57. Understanding Keyword Volumes
Energy Rating 22000
Energy Assessment 8100
Energy Audit 60500
Energy Evaluation 0
Energy Auditor 49500
Energy Auditing 33100
0 14000 28000 42000 56000 70000
Data from Google External Keyword Tool on 11.14.11
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 57

58. Understanding Keyword Volumes
home performance 18100
energy retrofit 4400
weatherization 49500
energy audit 60500
energy upgrade 6600
deep energy retrofit 480
0 14000 28000 42000 56000 70000
Data from Google External Keyword Tool on 11.14.11
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 58

59. Understanding Keyword Volumes
Energy Star Homes 5400
Energy Efficient Homes 18100
Green Homes 301000
Net Zero Homes 2400
Passive House 22200
LEED Homes 5400
0 80000 160000 240000 320000 400000
Data from Google External Keyword Tool on 11.14.11
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 59

60. Top 10 by Volume & Intent
Local Intent Buying Intent
Energy Audit $
Insulation - Service $
Home Energy Efficiency
Wet Basement
Insulations - Rooms of House $
Insulation - Materials
Furnace $
Program/Rebate/Credit $
Windows $
Home Heating/Cooling $
60

61. Google External Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 61

62. Google Insights for Search
http://www.google.com/insights/search/
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 62

63. Keyword Research Takeaways
• Keyword volume is a proxy for the mindset of the
consumer
• Keyword data is one point in time--not where the
world has been or where it is going
• Beware the “mile wide and inch deep” tendency
• To start, focus on 5-10 terms, and concentrate on
1-3
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 63

64. Google Places
It’s really important
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 64

66. The Importance of Google Places
66

67. Google Places Done Right
67

68. Reviews: Online Word of Mouth
68

70. Maximizing Google Places
Reviews, Reviews, Reviews! (on Google)
Choose Categories Carefully
Keep it Fresh
Photos
Video
Review Responses
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012 70

71. Marke)ng
is
Changing
No Longer An Option
Social Media
an increasingly important
part of the puzzle
DATE

72. Priority
2
Why? Because….it’s Google
New and Cutting Edge
Tied to Your Google Places Page
Easy to Set Up
DATE

73. Google
+
Google+
DATE

74. Priority
1
You Don’t Need to Like It
You Don’t Need to Use It Personally
It is Increasingly Important to Your Business
DATE

75. First Steps--Setting Up a Page
DATE

76. Basic
Info
Basic Info
Logo
Description
Name,
Address,
Phone
Photos
Likes
DATE

77. Social Links on Your Site
DATE

78. But..What Do I Say?
The Challenge of Content
Everyone’s Achilles Heel
78

79. Everyone’s Achilles Heel
Difficult to Find the Time
Uncertain About What to Write
Maintaining Pace and Frequency
79

80. Content “as a system”
DATE

81. Great Content is
Right in Front of You
81

82. Generating Content
If someone’s
wasting money in
a house you visit,
write an article
about it.
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

83. Put Your Photos to Work
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

84. Find the Juicy Topics
Internet Marketing 101, EGIA/BPI Contractor Exchange, May 2012

85. Content: Every Press Mention
DATE

86. Content: What’s This?
DATE

87. Content: Article Links
DATE

88. Content:
Give
to
Get
Content: Give to Get
DATE

89. Content: Project Photo Albums
DATE

90. Content: YouTube Videos
DATE

91. Home Performance
Companies Doing it Well
91

94. First Steps & Priorities
Essentials:
Simple Marketing Plan with Metrics!
Tune Your Primary Website
Google Places
Test Social Media--Facebook First
After That:
Regularize Content
Have a Keyword Strategy
Expand Social Media--Frequency & Reach
Explore internet marketing--PPC/SEO
94

95. Contact
Peter Troast
Energy Circle
207.865.3400
ptroast@energycircle.com
Twitter: @EnergyCircle
LinkedIn: http://www.linkedin.com/in/petertroast
Energy Circle PRO Blog: www.energycircle.com/pro/blog
95