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@juntajoeSOCIAL MEDIA:  A Real-World Guide    for ContractorsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute a...
@juntajoeWhat you won’t  get in this  session…
@juntajoe          TODAY’S AGENDA•   Move Fast – Over 100+ Slides!•   Brief History of Content Marketing (huh?)•   The Pro...
@juntajoe
@juntajoe
@juntajoe      THINKING DIFFERENT•   Not paid – participation•   Not rending – owning•   Communicating human – not corpora...
@juntajoe          THINKING DIFFERENT    •   Not paid – participation    •   Not rending – owning    •   Communicating hum...
@juntajoe FORGET   THE SOCIALCHANNELS
@juntajoe
@juntajoeWhat happenswhen you starttelling a story?
@juntajoe   The Barriers Are Gone• Content Acceptance• Talent• Technology
@juntajoeTraditional Marketing
@juntajoeTraditional Marketing     Challenges              800-555-              1234              Annoying              S...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeSearching for Information               Google/Zero Moment of Truth
@juntajoeLooking to Solve Problems
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoehttp://bit.ly/2012cmtrends
@juntajoe
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe   Marcus SheridanCEO, River Pools & Spas
@juntajoe                  2007• $4.5 million in Sales• $250,000 advertising spend
@juntajoe                   2007• $4.5 million in Sales• $250,000 advertising spend                   2011• Sold more fibe...
@juntajoe
@juntajoe75,000 visits per month
@juntajoeYep, David vs. Goliath is Real
@juntajoe
@juntajoeBlogs Get More Business
@juntajoe4x More Likely to Be Found
@juntajoeHow Many Tickets Do You Have?
@juntajoeHow Many Tickets Do You Have?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhere’s the Social?
@juntajoePhoto courtesy WebMarketingPros.com
@juntajoe                Why?• Great blog content makes us sound  interesting and positions us as experts• Search engines ...
@juntajoe THE LEADINGEXPERT IN YOUR   REGION
@juntajoe
@juntajoeSet UpLISTENING POSTS
@juntajoeFIND Customers’ Pain Points     KEYWORD     ANALYSIS
@juntajoeGoogle External Tool
@juntajoe
Google Alerts                            @juntajoe- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Bu...
@juntajoe
@juntajoe
@juntajoe   This is Tweetdeck, a Twitter        Management ToolIMPORTANT: Follow keywords, # and your brand names
@juntajoe
@juntajoeLog Your CustomerQUESTIONS
@juntajoe
@juntajoe
@juntajoeCreate YourPUBLISHING HUB
@juntajoe
@juntajoe
@juntajoeDIYMANAGED
@juntajoeFocus on ContentDISTRIBUTION
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Email Newsletter                   @juntajoe
@juntajoe
@juntajoeThe Key IsCONSISTENCY
@juntajoe
@juntajoe
@juntajoe
@juntajoe 2 YEARS200 POSTS
@juntajoeThen Focus On TheCALL TO ACTION
@juntajoe
@juntajoe
@juntajoe        Facebook Ideas• Discounts for following on Facebook.• After service, send customers a note  to follow you...
@juntajoe• EMAIL IS CRITICAL
@juntajoe
@juntajoe
@juntajoe
@juntajoe THE LEADINGEXPERT IN YOUR   REGION
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe• Takes Commitment!• Do It Yourself – Or Outsource.• Still Need Someone INSIDE the organization to  manage your b...
@juntajoe           November 7-8, 2012 Cleveland, OHNovember 15, 2012                    4-5-6 March, 2013  New York, NY  ...
@juntajoe                        Joe Pulizzi    joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVE...
@juntajoe
The Real-World Guide to Social Media for Contractors
The Real-World Guide to Social Media for Contractors
The Real-World Guide to Social Media for Contractors
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The Real-World Guide to Social Media for Contractors

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Presentation given by Joe Pulizzi at Mechanical Systems week (Comfortech) on the strategy behind an effective social media program for HVAC and plumbing contractors. Focuses less on channels and more on how to leverage blogs and social for being found in search.

Veröffentlicht in: Business, Technologie
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The Real-World Guide to Social Media for Contractors

  1. @juntajoeSOCIAL MEDIA: A Real-World Guide for ContractorsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  2. @juntajoeWhat you won’t get in this session…
  3. @juntajoe 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
  4. @juntajoe
  5. @juntajoe
  6. @juntajoe THINKING DIFFERENT• Not paid – participation• Not rending – owning• Communicating human – not corporate• Instantaneous• Open Publishing• Non-interruption – You Need to Be Interesting
  7. @juntajoe THINKING DIFFERENT • Not paid – participation • Not rending – owning • Communicating human – not corporate • Instantaneous • Open Publishing • Non-interruption – You Need to Be InterestingAnd, for contractors, right now the play is in SEARCH
  8. @juntajoe FORGET THE SOCIALCHANNELS
  9. @juntajoe
  10. @juntajoeWhat happenswhen you starttelling a story?
  11. @juntajoe The Barriers Are Gone• Content Acceptance• Talent• Technology
  12. @juntajoeTraditional Marketing
  13. @juntajoeTraditional Marketing Challenges 800-555- 1234 Annoying Salesperso n
  14. @juntajoe
  15. @juntajoe
  16. @juntajoe
  17. @juntajoe
  18. @juntajoeSearching for Information Google/Zero Moment of Truth
  19. @juntajoeLooking to Solve Problems
  20. @juntajoe
  21. @juntajoe
  22. @juntajoe
  23. @juntajoe
  24. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  25. @juntajoehttp://bit.ly/2012cmtrends
  26. @juntajoe
  27. @juntajoeTHE PROBLEM WITHWHAT?
  28. @juntajoe
  29. @juntajoe
  30. @juntajoe
  31. @juntajoe
  32. @juntajoeWHY?
  33. @juntajoe
  34. @juntajoe
  35. @juntajoe
  36. @juntajoeWhy?
  37. @juntajoe Marcus SheridanCEO, River Pools & Spas
  38. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend
  39. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend 2011• 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.
  40. @juntajoe
  41. @juntajoe75,000 visits per month
  42. @juntajoeYep, David vs. Goliath is Real
  43. @juntajoe
  44. @juntajoeBlogs Get More Business
  45. @juntajoe4x More Likely to Be Found
  46. @juntajoeHow Many Tickets Do You Have?
  47. @juntajoeHow Many Tickets Do You Have?
  48. @juntajoe
  49. @juntajoe
  50. @juntajoe
  51. @juntajoe
  52. @juntajoe
  53. @juntajoe
  54. @juntajoe
  55. @juntajoe
  56. @juntajoe
  57. @juntajoe
  58. @juntajoeWhere’s the Social?
  59. @juntajoePhoto courtesy WebMarketingPros.com
  60. @juntajoe 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
  61. @juntajoe THE LEADINGEXPERT IN YOUR REGION
  62. @juntajoe
  63. @juntajoeSet UpLISTENING POSTS
  64. @juntajoeFIND Customers’ Pain Points KEYWORD ANALYSIS
  65. @juntajoeGoogle External Tool
  66. @juntajoe
  67. Google Alerts @juntajoe- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
  68. @juntajoe
  69. @juntajoe
  70. @juntajoe This is Tweetdeck, a Twitter Management ToolIMPORTANT: Follow keywords, # and your brand names
  71. @juntajoe
  72. @juntajoeLog Your CustomerQUESTIONS
  73. @juntajoe
  74. @juntajoe
  75. @juntajoeCreate YourPUBLISHING HUB
  76. @juntajoe
  77. @juntajoe
  78. @juntajoeDIYMANAGED
  79. @juntajoeFocus on ContentDISTRIBUTION
  80. @juntajoe
  81. @juntajoe
  82. @juntajoe
  83. @juntajoe
  84. @juntajoe
  85. @juntajoe
  86. @juntajoe
  87. Email Newsletter @juntajoe
  88. @juntajoe
  89. @juntajoeThe Key IsCONSISTENCY
  90. @juntajoe
  91. @juntajoe
  92. @juntajoe
  93. @juntajoe 2 YEARS200 POSTS
  94. @juntajoeThen Focus On TheCALL TO ACTION
  95. @juntajoe
  96. @juntajoe
  97. @juntajoe Facebook Ideas• Discounts for following on Facebook.• After service, send customers a note to follow you on Facebook.• Have customers share testimonials on Facebook.
  98. @juntajoe• EMAIL IS CRITICAL
  99. @juntajoe
  100. @juntajoe
  101. @juntajoe
  102. @juntajoe THE LEADINGEXPERT IN YOUR REGION
  103. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
  104. @juntajoe• 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…
  105. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
  106. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH
  107. @juntajoe

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