Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011

Internet Marketing 101
Colorado Energy Star Summit
December 7, 2011

Wednesday, December 7, 11

Peter Troast
Founder/CEO of Energy Circle and Energy Circle PRO
Work with home performance companies in 44 states
Internet geek, student of marketing, SEO & social media, dad, husband, skier,
organic heirloom apple hack, flailer of fly lines
CFM of my house pre-retrofit: 3442
CFM of my house post-retrofit: 2200
Fuel Oil Consumption pre-retrofit: 110 gallons/month
Fuel Oil Consumption post-retrofit: 59 gallons/month
Number of Electricity Monitors Measuring My House: 5
Our Electric Use Reduction Since Monitoring Started: 29-50%
December 2008 : $218.94 / 1377 kwh
December 2009 : $ 123.86 / 779 kwh
December 2010 : $ 108.44 / 682 kwh

Followers on Twitter: 4800

2


#1
Marketing is Changing
duh

4


Are We
Pushing
People…

To Buy Something
They Don’t Want?


This is

Interruption Marketing
and it is increasingly ineffective

12


How People Buy in 2011

Realize a Need

14


Investigate Options

Data from Google External Keyword Tool on 11.14.11

15


Ask our Friends

16


Turn to Social Media: Blog Sites

DATE 17


Turn to Social Media: Twitter

DATE 18


Turn to Communities: Q&A

19


Dig Into Every Detail Available

20


Finally...Buy (Convert to Sale)

21


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

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


Google: Zero Moment of Truth

24


Social Proof
The Most Powerful Concept in Marketing

DATE 25


#2
So What’s It All Mean for
Home Performance Businesses?

26


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

27


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 28


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 29


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

30


#3
New World Order
Understanding Web Search

31


Understanding Search

Context + Authority

DATE


Understanding Search

Social
Context + Authority + Signals

DATE


Paid
Search

Organic
Search

New Blended Result New Pin Map

Link to Website (title tag
or business name) Star Rating & Link to
Places Page

Website meta description
tag or Google Places
description


Primary
Result with
Places SiteLinks

Facebook


#4
Fish Where They Are
aka Understanding Keyword Volume in Green Building/Energy Efficiency

41


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


42



home energy 246000

solar energy 550000

renewable energy 450000

wind power 301000

energy efficiency 301000

home performance 18100

0 120000 240000 360000 480000 600000


43



Energy Rating 22000

Energy Assessment 8100

Energy Audit 60500

Energy Evaluation 0

Energy Auditor 49500

Energy Auditing 33100

0 14000 28000 42000 56000 70000


44



home performance 18100

energy retrofit 4400

weatherization 49500

energy audit 60500

energy upgrade 6600

deep energy retrofit 480

0 14000 28000 42000 56000 70000


45



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


46


Search Volume in Category Groups
Energy Audit
Home Performance
Energy Retrofit
Insulation - Service
Weatherization
Air Sealing
Home Energy Efficiency
Indoor Air Quality
Wet Basement
Insulations - Rooms of House
Mold House/Home
Insulation - Materials
Furnace
Green
Program/Rebate/Credit
Solar
Geothermal
Windows
HVAC
Home Heating/Cooling
1 2 3 4

47


Layering in Local & Buying Intent
Local Intent Buying Intent

Energy Audit $

Home Performance
Energy Retrofit
Insulation - Service $

Weatherization
Air Sealing $

Indoor Air Quality
Wet Basement $

Insulations - Rooms of House $

Mold House/Home $

Furnace $

Green
Program/Rebate/Credit $

Solar
Geothermal
Windows $

HVAC $

Home Heating/Cooling $

48


Search Volume in Category Groups
Energy Audit 19074

Home Performance 1627

Energy Retrofit 919

Insulation - Service 4608

Weatherization 9030

Air Sealing 1103

Home Energy Efficiency 5814

Indoor Air Quality 7463

Wet Basement 6194

Insulations - Rooms of House 48969

Mold House/Home 29823

Insulation - Materials 101994

Furnace 5319

Green 39458

Program/Rebate/Credit 48708

Solar 167544

Geothermal 1971

Windows 128370

HVAC 10042

Home Heating/Cooling 42476

50000 100000 150000 200000

49


Top 10 by Volume & Intent
Local Intent Buying Intent

Energy Audit $

Insulation - Service $


Wet Basement

Insulations - Rooms of House $


Furnace $

Program/Rebate/Credit $

Windows $

Home Heating/Cooling $

50


Google External Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

51


Google Insights for Search
http://www.google.com/insights/search/

52


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
• Remember that your searches will likely be localized--
“Green Building, Boulder”

53


#5
Does your website perform?
Not: is it nice, pretty, well-designed?

54


What Matters

Traffic --> Conversion

55


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.

EGIA/BPI 56


Where to Focus
1. Titles and Descriptions
2. Fresh Content with Smart Keywords
3. Incoming Links

EGIA/BPI 57


Titles and Descriptions
The Good

The Bad

The Ugly

EGIA/BPI 58


Best Practices--Titles & Desc.
Titles
Search Engine Imposed Limits
Less than 70 characters

Optimal Format
Primary Keyword - Secondary Keyword | Brand Name | Location
or
Brand Name | Primary Keyword and Secondary Keyword | Location

Descriptions
Search Engine Imposed Limits
Less than 156 characters

Optimal Format

Write for humans first
Smart use of keywords
Thanks to SEOMoz
Unique to page/Relevant to content

EGIA/BPI 59


Cool Tools--Title & Description

Energy Circle PRO

SEO MOFO
www.seomofo.com

EGIA/BPI 60


1 4
3
2

6 5

7
6

4

7

8


Three Things
1. Call to Action
2. Does Your About Us Page Suck?
3. Content, Content, Content

62


Compelling Calls to Action

EGIA/BPI 66


Best Practices--About Us Page

EGIA/BPI 67


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

EGIA/BPI 68


The Challenge of Content
Everyone’s Achilles Heel
Two Masters
Robots (aka Mother Google)
Humans (aka Your Customers)

69


Generating Content

If someone’s
wasting money in
a house you visit,
write an article
about it.

DATE


What Are People Talking About?

DATE


Cover Popular Topics

DATE


AFC First – A National Leader In
Genera'ng Content
Energy Efficiency Lending
Put Your Photos to Work

DATE


Write about the Basics

Air leakage
Insulation
Duct problems
HERS ratings
Tax credits & rebates
Health and IAQ

DATE


Make Lists

5 Myths about Home Energy Efficiency
4 Pitfalls of Spray Foam Insulation
4 Products for Enhancing Air Flow in Dryer Vents
3 Problems with Fiberglass Batt Insulation in
Floors
5 Questions to Ask When Replacing Your Air
Conditioner

DATE


Be Keyword Focused

Title
Text
Image file names
Image alt text
Meta description

DATE


Content “as a system”

DATE


Spread
your
Content
Promote Content Spreading

DATE


Marke'ng
is
Changing
No Longer An Option

Social Media
an increasingly important
part of the puzzle

DATE


Priority
1
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


First Steps--Setting Up a Page

DATE


Basic
Info
Basic Info

Logo
Description
Name,
Address,
Phone
Photos
Likes

DATE


Like Button Everywhere

DATE


Content: Every Press Mention

DATE


Content: What’s This?

DATE


Content: Article Links

DATE


Content:
Give
to
Get
Content: Give to Get

DATE


Content: Project Photo Albums

DATE


Content: YouTube Videos

DATE


Priority
2
Priority 2

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

DATE


Google
+
Google+

DATE


#6
Local, Local, Local
the biggest new trend on the web

94


The Importance of Google Places

97


You Have Two Websites

98


Google Places Done Right

99


Reviews: Online Word of Mouth

100


Maximizing Google Places
Reviews, Reviews, Reviews! (on Google)
Choose Categories Carefully
Keep it Fresh
Photos
Video
Review Responses

102


Where to Start?

103


First Steps & Priorities
Your Two Sites:
Company Site and Google Places
On Page SEO: Titles and Descriptions
Fresh Content at a Sustainable Pace
Citations and Links

After That:
Engage in Social Media
Keyword Tune All Your Content
Build and Execute a Marketing Plan
Get Metrics in Place

104


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

105


Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011

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Internet Marketing 101--Peter Troast's Presentation at CO Energy Star Summit, Denver, Dec 7, 2011