Internet marketing for small businesses in the trade industry, specially commercial roofers. Presentation given at national sales conference for Duro Last in Orlando, Fl. Jan 2011.

1. E-Marketing and Social Media For Your Business Internet Marketing Tips that Roofers Can Implement Today Presented by: Hillary Bressler Founder, CEO .Com Marketing A Top 100 Interactive Agency Nationwide www.commarketing.com 1.866.266.6584

2. Dell made over $3 million in revenue through the Dell Outlet account on Twitter.

4. It’s Okay To Be Confused

10. TV- 13 Years

11. Internet- 4 Years

12. iPod- 3 Years

13. Facebook adds 100 Million Users in 9 months“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

14. 78% of consumers trust peer recommendations Only 14% trust advertisements “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

15. The Fastest Growing Segment on Facebook is 55-65 year old Females “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

16. Average user spends more than 55 minutes per day on Facebook

17. 39% Of all mobile users have smartphones

18. 80% of Twitter updates are on mobile devices. Imagine what that means for bad customer experiences. “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

19. Kim Kardashian gets $10k per tweet

21. Social Media is about the relationships http://www.flickr.com/photos/sarcastickiss/2612302754/

22. Define Your Social Media Strategy

23. “People are communicating more over social networks and to stay relevant you have to be where your customers’ are.”

25. What Can Social Media be Used For? Sales Brand Marketing Customer Service Promotions/Events Recruiting Public Relations Reputation Management Market Research Consumer Education

26. Social Media marketing is 100% about establishing a relationship with customers, and less about selling. The sales will come to those that wait!

27. Sprinkles Cupcakes Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a free cupcake. They have 133,000 fans.

29. Top Roofers on Twitter

30. Twitter Exclusive Coupons Twitter-exclusive coupons for customers to print out and redeem at store. Twitter coupon campaigns brought in 68.60% of total dollar sales.

31. Tracking Sales Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.

36. Customer Service

40. File

42. Negative Effects on United from Social Media Over 8.5 million views Stock prices dip 10% resulting in $180 million Appeared on ABC’s The View Time Magazine’s Top Viral Video’s of 2009 2 more videos to be produced As of 5/29/10

44. File

46. Positive of Social Media Budget of $50 to start Over 134 million views 700% increase in sales As of 5/29/10

48. Example of Web Video of Roofing Company

49. Using Linked In for Business to Business

50. Company Profile Improve your Company Profile page

51. Join Industry Groups

52. Linked In Groups

54. Social Media Challenges It should not be done instead of proven fundamentals ( SEO, Well Designed Websites) It is not “free” It is difficult to monetize

55. Social Media Tips Register all Names namechk.com

56. Find a focus and identify the goals Create relevant content Become an indispensable source of information Social Media Tips

57. Jump in and familiarize yourself in using social networking, even if you have to do it first in your personal life. Get the support and buy-in of everyone in the company Social Media Tips

58. Take time to understand your customers: what communication style works best Start slowly, listen and take small steps: take the time to understand each social network Take chances: test new initiatives, content, conversation starters and offers Social Media Tips

60. Dealing with Bad Reviews

61. Dealing with complaints Address negative comments very quickly. Have a process in place to resolve the issue directly. The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed. It is a chance to turn someone into an ambassador of the brand.

62. This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more real and authentic. This is a good example of how a company responded to show they care.

63. Facebook Tips To Drive Fans http://www.facebook.com/facebook-widgets/

64. Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their Facebook page.

65. Simple offline marketing to drive fans by giving benefits to join.

66. This is my email signature. Have every employee put an email signature that promotes your social media pages.

67. How To Make A Facebook Vanity URL www.facebook.com/#!/Commarketing?ref=ts www.facebook.com/commarketing www.facebook.com/username

68. Email Marketing

69. Not news that marketers increasing focus on social and mobile—but email, too

70. Top Three Reasons for Email Marketing 1.) 91% of the online population uses email, most everyday. 2.) Email usage is consistent across age groups with the lowest penetration among the very young (12-17 years) and very old (73+)

71. 3.) 67% of adults in North America say they prefer e-mail for business communications and 47% of permission email recipients made a purchase in the past year because of it.

73. Print catalogs: $7.20

75. Opt-in email creates higher customer engagement than social or mobile alone—but together…

76. Tip: Sign Up

77. Types of Email Newsletter Promotional

78. Types of Email Coupon Welcome/Thank You

79. Types of Email Event/Social Holiday

80. Best Practices

83. 44% of respondents view emails in the preview pane; 80% use the bottom or side view.

84. Delivery rates – average 94.1% Open rates – 22.1% Click through rates – 6.1% Q1 2009 data

89. Inside info, news, previews, access (feel special)

90. B2B content: case studies, white papers, webinars (cover topics target audience most interested in)

92. E-Marketer Opportunities Test your email sends; 27% do. Things to test include: subject lines, calls to action, design, timing, day of week, time of day. Best time of day is mid-day or start of day; best day of week is Tuesday.

93. E-Marketer Opportunities Data shows that shorter subject lines generate higher open rates.

94. Email Service Providers Constant Contact Mail Chimp

95. Expected Costs Website- $3,000-$25,000 Mobile Site- $2,000- $50,000 Social Media Strategy- $2,500- $10,000 SEO- $2,000- $4,000/month Pay Per Click- 20% of spend Universal Listing- $500 Email Design- $800- $1,500

98. “ Squeeze out every click from the search engines before you move on to anything else.” -Hillary Bressler- CEO/Founder of .Com Marketing 92 Rule of Thumb

99. 93 Search Dominance!

100. Top Keywords

101. Roofing Contractor

102. Dominating your brand and having control of each posting is the true SEO + SMO = Amplified Rankings I dominate and control my “Personal brand”….that is easy, as there are only 3 Hillary Bressler’s in the USA.

103. Target Corporation dominates their brand for a keyword that has many different meanings. 97

114. Hillary Bressler CEO/Founder of .Com Marketing Email: bressler@commarketing.com Web: www.commarketing.com Phone: 407.774.4604 ext 203 @commarketing @hillarybressler Find My Presentation Today! www.slideshare.net/hillarybressler